Stroe Chain In Pakistan - Free Essay Example

Sample details Pages: 11 Words: 3387 Downloads: 6 Date added: 2017/09/23 Category Advertising Essay Type Argumentative essay Did you like this example? Assignment Makro Pakistan – Customer Services Strategy By – Sarfraz Hassan Manager Communication ( I. T. ) – Atlas Group 14th August 2010 Table of Content * Grocery Stores in Pakistan * Makro Pakistan – A brief history * Market Competitive Edge * Challenges and Target * Strategic planning * Action Plan * Conclusion Grocery Stores in Pakistan Over the last two decade broader socio-economic changes, including growth in the urban middle class and disposable incomes have given rise to the modern retail sector in Pakistan. There has been a marked decrease in traditional ‘kiryana’ stores, an increase in general stores and the emergence of new formats such as superstores, malls and retail chains to cater to the increasingly time-compressed consumer. Long ago, it was a simpler time for inventory management: the owners knew their customers well, what products they needed and how much they would be willing to pay for them. If a customer reque sted something the store did not carry, it was simply added to the next purchase order. Today, the shopping experience looks much different. The proliferation of department stores, grocery store chains and big-box stores during the past two decades has ushered in dramatic changes to the retail landscape—rendering customer-centricity an increasingly elusive goal. The food and other items are need of every human. We see in Pakistan, from small shops to whole sale dealers, from corner pan shop to multi stories super stores. The progress in this regard is tremendous as new ideas and techniques are keep coming to sell the items. Recently we saw the chain of Makro and Metro giant store where you get everything under one roof. Makro Pakistan A brief history Makro is a part of House of Habib group. House of Habib is the business house of the Mohammedali Habib Family. Mohammedali Habib, a man of vision and exceptional leadership together with his brothers was the architect and builder of the Group which includes Habib Metropolitan Bank and Habib Insurance Co. Ltd. , established in 1941 and 1942 respectively. Today, HOH employs over 10,000 people who work to provide an array of products and services in Pakistan. These activities range from automobiles (Indus Motors) to audio media, buildings to banking and computers to chemicals. Managing a network of public and private companies, the House of Habib has equity and technical collaborations with British, Japanese and Norwegian companies. House of Habib despite its conservative and traditional values places great emphasis on decentralized professional management that has resulted in a progressive and dynamic organization. MAKRO is a Dutch chain of large-scale wholesale supermarkets having a strong presence in many countries around the world. In Pakistan, it entered the market as a joint venture between its parent company SVH and the House of Habib to launch as Makro Habib Pakistan Limited. Habib group o pened Makro in 2005. Makro demonstrated a commitment to grow in Pakistan by entering the wholesale sector and with plans to invest around USD 300 mn in the next four years. Pakistan’s wholesale sector has been a grossly neglected segment of the economy; Makro pioneered into its age old customs and led the change by introducing modern and transparent rules of trade. Makro has also brought the latest technology and techniques to preserve and enhance the life of fresh farm produce. This will not only benefit the farmer but also the common man. Each Makro Wholesale Centre provides direct employment to 200 people, and brings in countless business transactions into the documented part of the economy, which is a significant step towards complimenting Governments’ efforts. It was soon realized by Makro that more and more individual customers are coming for shopping and thus Makro enhanced its products range. Makro categorize its products in three categories: * Dry food * Fr esh food * Non food Makro main focus is on * Competitive Prices * Quality Guaranteed * Everything Under One Roof * Air-conditioned and clean environment * Bulk Packing * Detailed Sales Invoice Extended Business Hours – 8:00 am to 12 Midnight * Open 7 days a Week including national holidays * Vast and secure parking space * Makro Mail: a fortnightly price list with special promotions on a vast range of products Market Competitive Edge Entering into the consumer goods was a great experience. As CEO Makro Jamal Mustafa Siddiqui rightly said that local supermarkets often offer many things, while cash carry type stores mostly compete on price but there is no compromise on quality. CEO further added that one of the factors which distinguish Makro from other outlets is the ample parking space and the cozy environment. This makes a visit to Makro a family event. Visitors not only come in search on quality products available at most competitive prices but also avail a chance to ea t together. They dont have to bother about the security of any kind. The huge hall on a single floor gives customers a sense of easiness and it has been witnessed that parents are relaxed while shopping as they know their children are around â€Å"somewhere safe†. The availability of variety of product range with proper price tag is a feature where customers decide instantly what to buy and how much to buy. There are teams of sales person everywhere in the store but it was found that people normally find things easily and hardly they talk to sales person. The board of each product are placed everywhere so that customer can read where ever he is on the floor. The store was started as a whole sale way concept but soon it turned out to be the fact that 50% of sale is coming from individual costumers. CEO Makro mentioned in his one of interview that we did not go for huge electronic marketing campaign like TV or radio or even newspapers. We grew by word of mouth. And that g ives us a competitive edge over other stores. The daily sale is a more than 1 million. The suppliers are giving Makro a handsome discounts and Makro is passing this discounts to customers. Few more stores are coming. For example, Metro which is totally whole sale store and recently Naheed Supermarket shifted their style in a same way as Makro does. But still Makro has 34% market share in whole sale market and 41% in individual customers market. It has opened few more stores in Karachi as well as in Lahore. Makro Customers Makro has two types of customers. * Institutional * Individuals Both type of customer want quality, price and convenience It is now a fact that only providing items is not enough, there has to be service in front end. In institutional customers, the whole sale customers are included. The requirement of this category is totally different as compared to individual customers. Therefore, the planning and strategy for both types of customers is different. Initially t he strategy was made only for institutional customers and less focus on individual costumers. But when data available showed that the more revenue is generated from these customers then it is time to be customer centric. Makro has realized the fact that customers are now expecting more form Makro. They are now expecting that what ever they want to buy, it will be available in Makro. If Makro does not fulfill its customer needs, then it will soon start loosing its existing customers and it means loss in profit. One more complaint received is that Makro does not have â€Å"ALL† products and sometimes people have to compromise in few items. Makro has started taking feedback form customers so that they can understand the behavior of customers. They have observed that many people buy routine fixed item and many does not like bulk quantity schemes. As the CEO Makro said that we don’t compromise on quality, this is true as customers don’t get any less quality pro ducts there but through feedback it was also learnt that some good quality products are missing from the shelf which is required by customers. CRM A active database system is in place where total inventory management is controlled and in fact it gives information ahead of time that which items are required in three months time. The system is also connected with other outlets across the country and a centralized database is maintained. This gives Makro an advantage to place its order to its supplier for all store in one go. As far as customers inputs are concerns, this system need update, so that customers complaints can also be handled from centralized management. Further, it is not connected with supplier and manual work has to be done. Challenges The challenges currently Makro is facing are: * ALL items are not available in store * New stores are coming with enhanced services * Sale might go down by 10% * Closure of Makro Saddar Karachi by Supreme Court. * No inputs from custom ers in CRM system and connection with supplier is missing Meeting local market needs is just one of many factors contributing to the increasingly complex task of store management. How do balance changing market conditions, financial risks and supplier limitation, all while accommodating fast-changing trends? How do Makro accurately forecast inventory positions for the upcoming holiday season when previous buying patterns dont hold true in the current economic environment? And how can Makro ensure that their merchandise forecasts and plans are actually achievable? Targets After analyzing the market trend and customers need and expectation, it is time for Makro to sit again and do its home work and come up with right strategy and an action plan to face the challenges mentioned above. The management of Makro was sure on one thing and that they will succeed if they focus customer and align its strategy according to their needs. To create a customer-centric shopping experience, it is critical for Makro to make smarter decisions about product selection and inventory management. Strategic Planning Makro adopted a very simple strategy and that was to â€Å"Give what customers want†. Because in this era of inflation, customers are interested in getting their shopping done in one trip to save his time, money, petrol etc. In order to accomplish this task an action plan has been made and details are given below Action Plan Objective: * Enhance CRM and implement Voice of customer solution (from supplier to customers). * Ensure availability of all required items in the shelf * Increase sale by 20% * Re open new store in new location. * Keep track on competitors performance and tactics The action plan was divided into four broad categories * Understand Customers * Set Quality Service Standards * Build a winning team * Check up regularly * Provide proactive problem solving Understand Customers Doing business without knowing what customer exactly want is som ething like selling eye glasses to a blind man. Therefore, in order to know customers, there has to be a mechanism where maximum data is available. Collect Data To enhance their CRM system, data is required in different format to analyze it. Makro hired sales officer to ask and ask each and every customer following questions. * How you feel here in Makro? * Is this your first time? * Did you get all things you wanted? * Do you find it expensive? * Any plan to visit again? * Is there any complaint/suggestion you have.? * How can we do better? The next feedback was taken from 200 employees which were more related to their duty timings, their uniform, areas of services, their expertise, their observations and their suggestions. The suppliers were brought in picture and their systems were studied and joint efforts made to connect suppliers to Makro CRM system. Once, all information is available, then in CRM systems, it is time to sit together and senior management scrutinized all ava ilable data and interestingly few very amazing information were discovered. For example, Makro put some chocolate and candy near cash counters so that they can attack young ones. But complaint received from parents that they don’t like that chocolate and candies to be placed near cash counter as their children got out of control and one lady mentioned that she will not come to Makro again due to this same reason. Strategy of earning few quick pennies was actually loosing customers on long term basis. !! Makro adopted the policy to retain the customers as it is a fact that you spend more to attract new customers and therefore it is a good policy to retain old customers and those will become loyal customers. Set Quality Service Standards On analyzing data, it was also noticed that people complaint about the non availability of quality products on the shelf. The database also showed that there are many items which are rarely bought by majority of customers. Few suppliers a lso supplying low quality items and due to huge orders, these low quality items goes un noticed. A list of all hot items were made and contact made with manufactures directly to supply these items to Makro. The low quality items were removed from shelf and meeting was held with suppliers of these items and a quality check mechanism was developed so that only accepted quality items reach to the shelf. The placement of more than 14000 items were also re shuffled. Employees of Makro suggested that there are few items, specially children toys and stationary is on the upper shelf and many times children ask floor staff to give these items. All these type of items were shifted to the lower portion of shelf where young one can access them easily and can decide what to choose. A web site is hosted where up to date information is available. Further, the whole sale customers can order on phone and their order is packed as per their requirement and ready at doorstep of Makro at their conven ient time. The new offers and deals also circulated to all whole sale customers on regular basis. Announced a 5% discount to all employees family who wants to shop in Makro. Build a winning team When the quality, price and convince were addressed, it is time to address the touch points. The complete customer cycle were studied in detail. From entering into Makro in parking lot to getting out from Makro. Following actions were taken * Parking staff and security staff were re trained â€Å"How to receive customers. † * The trolley are now available at different location of parking so that customer should not worry about finding trolley in the start. Few small shops and stall were opened at start of Makro which have attractive items with low price like CD/DVD shops, ladies bangles, purse, mobile accessories etc so that a perception is created that it is not a high price store. * The selection of floor staff was clearly made, keeping in view their residential area. Focus on mi ddle and upper middle class. They were trained how to greet customers and show them the way. Priority given to local residence at each store. * It was in their training â€Å"Not to disturb customers while they are looking at different items†. But if customer has any query then that should be answered. * The cash counter were increased and one more person was added who help customers in putting their items in shopping bags quickly with a smile. * The re check of bill at the end was finished as it disturb the customers. * Eating points increased with variety of food items. * The hot items are placed in multiple locations. * At parking lots, few boys were hired to bring the car at the door when customer finished the shopping so that customers don’t need to carry trolley all the way to parking lot. Check up regularly The strategy was in place, the action plan is now active. It is time to monitor the result and feedback. For this purpose, another department was opene d whose primary responsibility to get maximum feedback from customers with respect to all areas. The main areas were parking lots, main shopping hall, cash counters, eating places, ATM machines and few dedicated sponsors stall/shops. A standard form was prepared with ranking (from excellent to worse) and KPI and that is part of each departmental appraisal procedures. The main features of feedback form were: * Cleanliness * Reception * Payment procedures. * Floor Staff Support * Availability of products Through these feedback, the whole supply chain mechanism was monitored and appropriate actions were taken accordingly. The card system was introduced and to facilitate customers, point system was introduced in which shopping more than Rs: 10,000 will have discount of 5% and if within six months, if a customer earned more than 20% discounts then afterwards 10% discount will be offered. This scheme really worked out and helped Makro to retain customers. Provide proactive problem s olving According to a research 68% customers are upset because they did not receive proper treatment. Only 4% customers complaint and rest do no complaint because they think that it will be useless to mention it or they DID NOT FIND A PLACE WHERE THEY CAN COMPLAIN !!! Makro gain popularly through word of mouth as they adopted policy of less electronic media advertisement. It also adopted the strategy to consider complaints as opportunities and react it with full dedication. A fully equipped complaint center was opened in each Makro store where customer can come and register their complaint verbally or can fill out the form. Even to extent, customers were informed that they can call following numbers any time to logged their complaints and these numbers belong to higher management. It is also a part of policy that if a complaint is right, then after solving the complaint, something extra to be given to customers so that he can feel that he is treated â€Å"WELL† and he is n ot ignored but supported well and he was listened carefully. This ill build a trust between customers and can turn ordinary customers into loyal customers. The floor staff was trained in such a manner to move around the store and try to listen customers without disturbing them what they exactly talking about. For example one aged customer was saying to his wife, â€Å" I need only one shoe polish and they have set of five shoe polish, why they don’t provide option to buy single.? †. The action was taken and at many items option to buy single item was introduced and that really doubled the sale because as it was earlier mentioned that more than 50% costumers are individual customers. A team of expert is always present at frozen item section as customer investigate more about frozen food. At many occasions, team guide customers about new deals. A fortnightly newsletter with the name MakroMail introduced which not only consists of deals and new items details but also h ave complaint history, their resolutions, a thank you note to all customers for sharing their feeling with Makro. This newsletter is sent to 5000 customers twice in a month. Makro is searching for new location to open its new store in Karachi in case if sadder Makro become inaccessible. The case is in the court. Makro will try to adjust his employee at other locations. Conclusion Makro sale has reached 10 billion a year, a 25% increase since last year. Contributed Rs 750 million towards sales tax to government. Employed 300+ personnel. There are more than 14000 products on the shelf. These are not â€Å"ALL† the products, but this is what is required by customers. The use of right technology at right time gave Makro a competitive edge. The customer satisfaction can only be achieved through product and services. Its only matter how much one focus on each part. Customers are ambassador, treat them as invited guests to a party, and we are the hosts. Its our job every day t o make every important aspect of the customer experience a little bit better. There should be a culture where the voice of customer penetrates deep inside the organization and the management is steadfastly committed to creation and delivery of customer experience. Remain in cycle of Explore-;AgreeDeliverAssure Because what gets measured does get managed. When both customers and employees are engaged we are likely to see optimal customer experience (Reverse can be seen in government departments) Between rising unemployment rates and diving home values, consumers discretionary spending is evolving as much more selective, more informed, and more scarce, creating significant competitive challenges for retailers and suppliers alike. The ability of retailers to attract and maintain a loyal customer following requires customer-centric strategies in collaboration with suppliers. If we do the right thing for the consumer, it will be the right thing for the retailer, and in the end, it will be the right thing for the supplier community. ************************************************END***************************************************** Don’t waste time! Our writers will create an original "Stroe Chain In Pakistan" essay for you Create order

Anotated Bibliography on Literacy in the Primary Years

Christie, F. (2005). Language and Literacy. In Language education in the primary years (pp. 1-12). Sydney: University of New South Wales Press In this chapter we are introduced to language being a basic resource with which we learn both in oral and written form and become a responsibility of teachers in the primary schooling years to allow this opportunity to be given to all. The debate over methods autonomous and â€Å"ideological† is discussed where the debate takes into consideration factors from the 20th century emphasising the literacy practice of learning. We are reading that the functional model of language is a social semiotic system used in many ways and the three ways that why this is useful being the role, the nature and learning to construct meanings of language. The chapter emphasises that to play, use, enjoy and adapt language is a goal for our children which can lead to providing the framework for a language program. Text and context are explained where we can change our language approach to suit the discourse. Through metafunctions as shown in table formation we are allowing ourselves to choose our language to make meanings. Within the classroom from this chapter we gain an insight into the social side, the making of choices and reflection of language for children. Gee, J.P. (1991). What is literacy? In C. Mitchell K. Weiler (Eds.), Rewriting literacy (pp.3-11). New York: Bergin Garvey. Throughout this reading, James Paul Cee (1991 ) is focused onShow MoreRelatedThe Digital Divide Of The First Grade School Children954 Words   |  4 Pagesstudents’ digital information literacy, and the factors that predict students’ ability to use ICT (information and communications technology) in school. Focus is on factors that explain the differences in students’ ICT literacy. In Norway, urban students’ with minority cultural backgrounds are more prone to digital divides than students from affluent groups. In Norway, information literacy is a required competence for all students. The focus of information literacy is that the use of Internet at

The Special Education for the Visually Impaired Free Essays

Special education has come a long way since the room down the hall with the crayon books and easy work. There was a time that special education students were placed together in a classroom, given easy work to do that would not challenge them and provided separate recesses and lunch periods so that they would not mingle with the regular education students. It was a stigma that nobody wanted for their child but it wasn’t until the mid-1960’s that it began to change. We will write a custom essay sample on The Special Education for the Visually Impaired or any similar topic only for you Order Now Beginning with Brown vs the school board lawsuit, stemming from a Black student who wanted to attend a predominately white school, the life of a special education student has transformed significantly. Today, special education students are protected from discrimination and segregation by federal and state laws. Students with special learning needs are educated in the least restrictive environment and school systems are ordered to accommodate their special needs so that the playing field will be level for their educational journey. Blind students are classified special education by the very nature of their disability. They are classified as such so that the federal education statutes with regards to special education can protect them from being segregated or shunned by the regular education system. Blind students have their inability to see in common, however, outside of that they are as individual and diverse as their sighted peers. There are federal guidelines in place regarding the education and interventions that pertain to blind students however. A student who is blind can present challenges when it comes to behavioral interventions because some of the tried and true methods are not applicable when it comes to a blind student. Making a student write an essay, write sentences or run laps is not feasible when the student needing the intervention is blind. While many behavioral interventions that apply to sighted students will in fact work with blind students it is important to have alternative plans in place for the behavior intervention of those who cannot see. When the Education of All Handicapped Children Act of 1975 was passed, educators, parents and students began to hammer out plans and pathways to the fair treatment and education of those who had special needs. The students who were blind had previously been sent off to schools for the blind, where they only associated with other blind students, worked with blind geared materials and learned that they were blind in a sighted world. Today, blind students who want to attend regular public schools are not only encouraged to do so they are given the right by federal law to do so, and the school must take whatever steps are needed to allow that education(Anderson, 2004). The 1997 Amendments to the Individuals with Disabilities Education Act (IDEA) and the resulting final federal regulations published in 1999 describe related services as an essential component of a free, appropriate public education (FAPE) for many students with disabilities(Anderson, 2004). † Those related services include everything from transportation to counseling services that will assist the special education student in their quest to receive a public education with their peers. Every special education student, including those who are blind is provided with an IEP (Individualized Education Plan). This plan outlines the student’s educational needs, the way those needs will be met and what accommodations will be provided by the school system in providing that education(Zabriskie, 2003). While the federal law protects all special education students there are areas of interest that are specifically geared to the education of blind students(Kozub, 2006). As part and parcel of an blind student’s IEP it is important to consider the disability and remember its limitations when planning the student’s curriculum, extra curricular activities and physical education abilities. Because a blind student is often at a disadvantage when it comes to physical activity in both during the routine school curriculum and the aspects of physical education the IEP team must consider alternatives to include these elements in the school day. In addition the IEP team must consider appropriate behavior interventions for the blind student that acts out due to frustration about not being able to participate as fully as their sighted peers. This frustration may be from the child’s anger at his or her limitations or may be founded in messages being sent to that student by well meaning parents who are concerned about their child’s physical development as well as educational development. â€Å"The need for heightened levels of fitness in order to navigate barriers found in both home and community settings is important for children and adults with visual impairments. This is a critical mobility issue for children given the need for independence in daily living activities that increases with age and becomes a necessity during adulthood. In addition, issues of mobility within the larger community are a concern later in adulthood if individuals who lack vision rely on public transportation (which may or may not be accessible depending on fitness levels needed to independently reach bus stops). In all, it is imperative that adequate levels of physical activity are encouraged in children and adolescents with visual impairments to facilitate independence into adulthood. The following study is an initial investigation using a family systems framework of activity levels in a select group of children and adolescents with visual impairments(Kozub, 2006). † These and other concerns raise a need for behavioral interventions that are specifically geared to meet the needs of blind students(Robinson, 2001). â€Å"School success may be minimal for students who have difficulties building social relationships and ultimately fail at developing social competence. As a result, social skills training is often provided to increase pro-social interaction. Despite evidence of the effectiveness of teaching appropriate social functioning, there is concern about generalization and maintenance of learned skills(Gilles, 2003). † Blind students are at a specific disadvantage in the regular classroom setting. They are unable to determine when the classroom is noisy when it is appropriate to speak out, when it is appropriate to remain quiet and how to gain the teacher’s attention by finding her by sight then moving toward her(Bricker, 2004). It is situations such as these that create a problem when it comes to behavior for the blind student. Not only are inappropriate behaviors a risk when a student is frustrated by being blind, but there are every day behaviors that must be addressed for the blind student and the regular education student to blend into a classroom and create a positive and cohesive learning environment. A student who cannot see where the teacher is to gain his or her attention will often times yell out or shout out the teacher’s name. This can not only be disruptive to the classroom from a educational standpoint, but it can also provide a foundation for mimic behavior from the sighted students(Prochaska, 2002). A classroom with 15-23 students all shouting out names of the teacher or others that are needed will quickly become an impossible learning environment. It is important to develop a behavioral intervention for such situations and implement that intervention with the blind student(Bricker, 2004). One intervention would be to provide the blind student with a bell, with which he could ring it once and then patiently wait for the teacher to either arrive at the desk or verbally let the student know he or she will be there momentarily. A blind student may become loud and disruptive when frustrated or angry. It is important for teachers to understand that the frustration may not be with any one person in particular but may in fact be about not being sighted the way the other students in the classroom are. It is important o have appropriate behavior interventions in place from the beginning so that the students who are blind can depend on the consistent response to certain behaviors. When a student acts out and become verbally loud and disruptive it can be disruptive for the entire classroom. Whereas a sighted student can be told to go to the hall or go to the principal the sending of a blind student is more complicated as they will require an aide to accompany them. If less drastic attempts to reduce the undesired behavior are not successful then an aide should be appointed to escort the student from the classroom, however, there should be mandated approaches built into the student’s IEP for behavioral interventions before that point arrives. One step that can be taken in behavior intervention with a blind student is to have the student learn how to self direct the anger. If he or she is feeling frustrated it is important that the student have a place to vent that frustration so that it does not come out in inappropriate behaviors in the classroom. Allowing that student to be excused to talk to the guidance counselor about the current frustration is one behavior intervention that will allow the student to address the frustration while at the same time preserving the integrity of the classroom setting and the lessons being taught to the remaining students. Another approach to redirecting undesired behavior will be touch and sound. A blind student cannot read social cues from other students and teachers by the look on their face. It is important to help the student who is blind find ways to read social cues using the other senses. Teachers should instruct the seeing students in ways to use hearing and touch to convey cues to the students who are blind. In addition the students that are blind should be guided in listening to voice cues and other sounds that can clue them to the social attitudes and feelings of those around them. It is important that blind student intervention programs provide clear cut guidelines in helping the students redirect themselves and their behavior to more acceptable avenues. It is important for teachers and students to recognize the very real limitations that a blind student must face on a daily basis. The student who is educated in a regular education classroom is subjected to a well rounded experience, while at the same time must face frustrations that he or she would not have to deal with in a school for the blind. It is important that behavior interventions for the blind student take into consideration the disability and how that disability impacts the student not only from an educational standpoint, but also from a social and emotional standpoint as well. Behavior interventions should include guidance for future behaviors that will provide a foundation for the student to build on successful encounters with each passing year. The federal government mandates that accommodations be put in place but it is up to the individual school to design the accommodations that fit the individual blind student. Blind students are as diversified as sighted students and as such must have behavioral intervention plans in place that address their individual needs. How to cite The Special Education for the Visually Impaired, Papers

Marketing Research free essay sample

Conclusion The purpose of this research is to identify whether Dilmah should continue the current campaign or modify the campaign. The result from the secondary research and primary qantative research show the total black tea sales has great increased about 13% from 2008 – 2009 which is a fantastic result in the world economic recession period of time. Dilmah has market share of 29% which is the highest share of one brand. Dilmah target customer is traditional family and age is from middle to mature group. The Larry report says their customers are satisiftied with the freshest and finest tea quality and consumers agreed Dilmah has achieved the goal of tea quality. The main tea market are in Auckland 51% in 2009, Wellington and Canterburry. From primary research findings, female has higher purchasing tea percentage than male and the age group is 36 and more. People who are employeed as income earner less than 20 hours is recall seeing the TV advertising. Dilmah doesn’t have the top of mind brand awareness for the age group 36-45 but it is mostly recognized by the age group 26-35. Dilmah issues Bell is a very strong competitetor of Dilmah in black tea market as they have a very close market share percentages over years from 2005 to 2009. Bell is more reconigized at the age group of 35 – 46 by 94% (193) but the age group of 18 – 25 and 46 and over still have 67% and 61% top of mind brand awareness for Bell. The 58% of age group 26 – 35 has top of mind brand awareness for Dilmah and the 33% of age group 18 – 25 has top of mind brand awareness for Dilmah. 59% of male and 64% female all reconigized Bell but 39% male and 13% female know Dilmah as top of mind brandawareness. 6% of less 20 hrs knows Bell but 15% knows Dilmah. 61% of non employeed knows Dilmah†¦but which they might not be the main group who purchase tea normally in the household. 32% of 35 – 46 who purchased tea Be to cafe last 4 weeks: Female purchased tea more $704,000 and is about 4 times than male $188,000 at sales. Top main 3 group purchase tea 40 – 44, 45  œ 49 and 70 and over RM: Who bought tea last 4 months: * 2 main group:64% of traditional family (middle to mature age with stable income and family oriented and traditional value) and 41% visible achievers and they have very similar family values Who purchased tea last 3 months * 36 – 45 and 46 and over for bell (29% of interviewers purchased Bell Tea) * 26 – 35 and 36 – 45 for Dilmah (30% of interviewer purchased Dilmah) * 25% purchased Twinings The market trend to drink black has started from 2007 because the black tea sale. The total black sale of 2005 to 2009 has increased steadily which presented the successful of the media and publicity from the secondary data findings. The result shows that those three major brands Dilmah, Bell and Twinings are invested into the most effective forms of media at the past three to four years. Dilmah media expenditure has always been the highest in TV advertising from 2005 – 2008 ( 67% to 91% of Dilmah total expenditure of media) apart from 2009 comparing to the major three tea brands. Bell, the second tea brand spent the most amount of money in TV advertisement at 2009 which showed the result of the total tea sale was the only one brand has had increases sales from 2008 to 2009 about few percentages. Dilmah reduced the spending for TV advertisement about 23% which has slightly reduced the tea sales about little percentage but Dilmah is still No. 1 of black tea market. As a result, Dilmah has been always focusing on the right media form for advertising their product and has been successful on the result of sales and market share. Nevertheless, Dilmah still lacks the brand awareness as it shows in the primary / qanatative research findings that Dilmah did not come to â€Å"Top of mind brand awareness† and Bell was the first tea brand comes to their mind. 62% of interviewers chose Bell and only 22% of interviewers chose Dilmah which makes Dilmah comes second. This clearly shows Dilmah has significant issue about the brand awareness which has always been an issue of them trying to achieve it. From the research findings, the main group which has been purchased tea for last four months are The total black tea market sales from 2008 – 2009 has huge growth about 13%. The total The purpose of this research is to identify whether Dilmah should continue the current campaign or modify the campaign. The result from the secondary research and primary qantative research are showing the most effective forms of media and publicity is TV advertising which the campaign is focusing on. The past few years that Dilmah has been focus on TV advertising and the result shows the sales of Dilmah black tea has been increased steadily. It proved TV advertising has achieved the result of increasing the sales of tea. The research has investigated the 5 objectives which are key trends in the tea market, key customer segments and a profile of each, levels of brand awareness and measure attitudes towards teas as a drink. The findings show Dilmah should continue the current campaign as it is. Key trend in the tea market (market size, market share and price†¦etc) Key customer segment and a profile of each Brand Awareness The most effective form of media and publicity Attitude toward to tea as a drink Recommendation Id research problems / to understand / to investigate / to explore The primary research has contained five objectives are key trend in the tea market, key customer segments, the most effective forms of media and publicity and the measurement attitude towards tea as a drink. Unfortunately, it has had 800 survey but female is almost double of male. This may because the survey accuracy as the secondary research findings shows female has much higher percentage of purchasing the tea which might affect the survey. Beside, there is one more important finding that from middle to mature age groups are also the main groups of tea purchasing. The survey also has higher percentage people at the age group of 36 – 45 and 45 and over. In the primary research, it has covered quite well at the brand awareness question but there are not enough information which required to support the campaign should keep going or modify at the objectives of effectiveness of media, attitude to buy / drink tea and profile of customer segment. The key customer segment by employment should be full time worker, part time worker or non-employed. It will be good to know who does grocery shopping of the household. Full time housewife with out job or Housewife with part time job, part time student or full time student The attitude toward to tea as drink will be good to have the question of what kind of tea is the most favorite to drink? Answer to be black, herbal and green tea which can help to know the current trend of drink tea. * Main reasons of purchasing the tea What kind packaging is the most favourite etc paper bag, tin, glass jar †¦etc†¦ * What kind of advertising comes to mind when you think about tea advertising? * What would you expect to see from tea advertising? Tea history, fashion trend, tea taste†¦etc * Attitude to buy / drinking tea? (change to actionable statement – to identify * Effectiveness of advertising * Profile of segments – behaviour (drinking tea) The secondary and primary researches have got a numbers of good information and data to support the continued campaign of TV advertisement as the most effective form of media. However, it still lack the important information and data key customer segment, attitude toward to tea as drink and the type of tea advertising to support the campaign. The key customer segment will indicate which group is main consumers purchase tea for the household and when and where will the best time to have campaign on according the life consumers. The great information of attitude toward tea as drink can modify the campaign to the advertising that consumers would expect to see and also show who main consumers are. The type of media form will encourage consumers to purchase Dilmah tea brand. Sometimes, it is very hard to encourage consumers to change the brand they have drunk for long time as tea is a very family oriented drink. Drinking tea can be the family habit which dominated by the main person who is shopping for the household. For that reason, it is essential to have the focus group qualitative research to The research requires 8 – 12 people and homogeneous in terms of demorgraphic and socio-economic characteristics. Of course, those people need to have the habit of drinking tea. The final thing is has not participated in many focus groups. The reseach will also require a relax environment and it will takes about 1. 5 – 2 hours. The research will be recorded all relvant information including facial expression and body language so the recorder will need to be in the central front of the room behind the moderator. The moderator will question the group and lead the discussion to the proper way to encourage the group not be afraid to express own ideas and opinions. A good qualified moderator will be detached but kind and Final statement Identify the need for qual research †¦ (topic) To explain yes we have got some good information but still lack some important information†¦ for support to provide more about how to present to public†¦ to recommend what should need according to behaviour†¦ or age group†¦ Just comes one statement that is actionable to complete by the research (your task)†¦ Going to Appendix Good morning/ afternoon Thank you for taking the time to meet with us. We will honor your time by making sure that we wrap up in the next 90 minutes. Does anyone mind if we tape record this for our records? The tape will be only use for the case study of the major tea brand campaign design. We are researchers under contract with the major tea brand to conduct the tea brand awareness and the attitude toward to tea as a drink. Our evaluation is formative and qualitative. This means that our primary point is to gather information that helps the major tea brand origination finest tea product and improve the brand awareness. The information we collect is by design descriptive rather than numeric. We have a system for quantifying qualitative information, but for now, we don’t need to be concerned with counting things. We just want your ideas and opinions. There is no right and wrong for each question and each idea and opinion are all very valuable information for the research. Any question before we start? Be sure that everyone signs and completes the info on the sign-up sheet. Key themes Suggested question End the guide with some kind of thank you and conclusion – recognize that people will have gone out of their way to participate