Degree

Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)

Advisor

Dr. Shahid Qureshi

Project Coordinator (Internal)

Dr. Nasir Afghan, Asad Ilyas

Project Type

MBA Research Project

Abstract / Summary

The Unilever project required us to gauge triggers and barriers for in-house consumption of Lipton tea bags and subsequently designing and recommending a 360 Degree Campaign for the Brand besides evaluating the consumers’ awareness related to right protocol of making tea using tea bags. The scope was quite wide of the project especially because the target market that consumes tea constitutes of almost everyone, from kids to senior citizens, males and females alike. So we started with secondary research of the tea market of Pakistan in general and the teabag category in particular to gain a better understanding of the consumer perceptions, attitude behavior towards tea bags as well as the competitors in the market. For the matter we conducted in-depth interviews, to further clarify the research problem and concluding research questions, with the focus on housewives who are our primary target segment according to Lipton’s aim of driving in-home conversion of teabags. These interviews led us into our focus group sessions which we conducted with, SEC A and A - , students, working professionals and housewives to get to know what are the triggers and barriers of in-home use of teabags. Using the information gleaned from these focus groups, we progressed with the development the Research tool i.e. questionnaire. We surveyed more than 300 respondents out of which 50 questionnaires were rejected. The findings in this document are based on 248 errors free questionnaire which we coded and analyzed.

The findings of the survey and other methods of gathering information were very enlightening. We found out that the consumption of teabags is not preferred for use at home. Students and professionals are accustomed to the usage and taste of teabags and value convenience the most,

which teabags offer versus the hassle of brewing loose tea. Housewives on the other hand want value for money the most and consider teabags to be expensive for home use compared to loose tea which is more economical for daily use as well as for large gatherings. Also, they considered teabags unsuitable for serving guests, as taking the effort to prepare tea the traditional way was considered an achievement by the females.

A customer perception map was also developed for the report considering the brands analysis we asked the customers to do. This along with the other analysis that we gathered was used to develop the 360 Degree Campaign for Lipton teabags constituting of recommendations for its tagline, television commercial concept, radio promotion concept, in-store visibility plan, digital campaign, print advertisement, packaging and brand activation.

Based on a mix of primary and secondary data gathering tools, the project was completed over duration of eight months. The key data-gathering methodologies were in-depth interviews, focus groups, self-administered questionnaires, observational research, and blind tests in the primary category while company documents, websites, books and other internet resources were used as secondary data. The exact methodologies are provided within the body of the report. The gathered data was then analyzed using SPSS and Excel tools and based upon them, strategy and recommendations regarding the project were then provided.

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