Submitted by:Shahzeb Farukh

(14719)Waleed Moon (17398)

Submitted to:Farheen Razzak

Over the years, Tang has maintained the same theme in its TVCsMothers/Housewives Preparing Tang For entire family (Especially Kids) The TVC used in 2006 has the same concept as compared to Tang’s

latest TVCTang has used same tagline “Maa Kay Hatho Ka Pyaar” in multiple TVCsAll TVCs start with sound of spoon striking the Tang Jar (Smashed Sound)

BRAND JOURNEY OF TANG

Owned by Kraft Foods Holdings (fifth largest food/beverage company in the world)

Tang has largest market share in the powdered soft drink portfolio in Pakistan

Tang started selling in Pakistan in Mid-1990s

Currently targeting Women (especially mothers) and Children

BACKGROUND OF TANG

ProductOffered in 5 different flavors including Orange, Mango, Pineapple, Lemon and Pepper and Mosambi. Tang is offered in sachets of 20 grams and 60 grams and in family pack bottles of 340 grams and 750 grams.

PriceTang and its flavors have different sizes of sachets like 20gms for Rs 10, 60gms of RS 30, 340gms for RS 145 and 750gms for RS 410.

PlaceTang is easily available in every retail store in Pakistan (Custom Shelves)

PromotionTang is being promoted through TV channels, newspaper, magazines, billboards and radio

4PS OF TANG

Strengths: Maintains water-electrolyte balance and provides instant energyActs as a source of essential nutrients and provides immunity from diseasesSold in small packs which are more convenient for shopkeepers as it takes less shelf

space.Competitively economic and easy to buyStrong distribution networkEconomic price

Weaknesses:Seasonal variation with respect to sales (Ramadan and summers)Advertisements lack creativity Lack of variety in flavors

SWOT ANALYSIS OF TANG

Opportunities:Population of Pakistan is increasing at a considerable rate per yearTarget multiple types of consumersGrowing health awareness. (Doctors recommend vitamin A and Vitamin C) Introduce new flavors to boost sales

Threats:Growing competition in instant drink industry Increasing cost of advertisementRising cost raw materials and ingredientsGrowing preference for fresh juice

SWOT ANALYSIS OF TANG

Target Market:Women (Mothers and Housewives) and Children

Frame of Reference:Instant (Powdered) Juice Mix

Point of Difference:Tang offers unique flavors that provide vital nutrients essential for the development of our body.

Reason to Believe: Tang maintains the water-electorate levels which provide an instant boost in energy.

BRAND POSITIONING (CURRENT)

Tang as a Product:Scope: Instant Juice that provides energy Attribute: Maintains the electrolyte-water levels in the body, boosting the immune system.Quality/Value: After consuming Tang, you will get an instant kick of energy User: For people who are looking for a convenient way to acquire essential nutrients that aids in providing a lift in energy levels.  Tang as a Person: Personality: Caring Brand Customer Relationship: Strong with its loyal customer

BRAND ASSOSIATION

BRAND PERCEPTION

BRAND EQUITY PYRAMMID

Brand NameThe name is catchy and holds a distinct place in the minds of consumers in comparison to its main rivalsColor and LogoVery unique and the bright colors are very eye-catching. The logo also clearly states the name of the brand which aids in building a strong brand recall. TaglineThe current tagline of Tang is “Maa Kay Hatho Ka Pyaar” which is very meaningful for consumers as it promotes the brand’s emotional benefit of warmth and care.PackagingVery vibrant and the bright orange color helps the product to stand out amongst competing brand namesURLFacebook page https://www.facebook.com/tangpakistan1/

BRAND ELEMENTS

The competitors for Tang currently in the market are:Sunsip LimopaniEnergileKwikoolFruitilyRefresh Orange

COMPETITOR ANALYSIS 

Brand Name: The brand name is very easy to remember, catchy and more relatable to instant drink market than Tang.

Logo and color: Limopani has a very vibrant and eye-catching logo which clearly mentions the brand name. The logo portrays a fun loving and happy image in the consumer’s minds. The logo has the color yellow and white. The color yellow resonates happiness and joy while the color white resonates purity and goodness.

Slogan: “Kabhee Bhi! Kaheen Bhi!”

Packaging: The packaging is unique and helps build a perception in the mind of the consumer of a product that is simply good for your health and immune system.

URL: Sunsip Limopani has a Facebook page: https://www.facebook.com/HilalSunSip/

SUNSIP LIMOPANI

MARKET STRUCTURE 

Demographics

SURVEY RESULTS

Taste 1st PreferenceBrand Name 2nd PreferenceQuality 3 rd PreferenceIngredients 4 th PreferencePrice 5 th Preference

SURVEY RESULTS

SURVEY RESULTS

SURVEY RESULTS

SURVEY RESULTS

SURVEY RESULTS

SURVEY RESULTS

Most Common response: Orange and white (34%)Second most common: Green and Orange (28%)Correct Response: Green and White

Most Common response: Don’t Know (64%)Second most common: Maa ke hathon Ka Pyar (29%)Correct Response: Maa kay hatho ka Pyar

SURVEY RESULTS

Most Common response: Different colors for each variant (69%)Second most common: Orange (19%)Correct Response: Varies from variant to variant

SURVEY RESULTS

Most Common response: Orange (47%)Second most common: Orange and Yellow (23%)Second most common: Orange and Green (9%)

SURVEY RESULTS

Tang 1st PreferenceSunsip Limopani 2nd PreferenceRefresh Orange 3 rd PreferenceKwik Kool 4 th PreferenceFruitily 5 th Preference

SURVEY RESULTS

1. Tang is a high quality product2. Tang gives me instant energy3. Tang is reliable 4. If there was a similar product to Tang,

I would still go for Tang5. Tang is always my first choice6. I will never purchase another brand of

powdered juice7. I can immediately recall the logo of

Tang 8. I can easily recognize Tang among its

competing brands

1. 71% strongly agreed2. 53% strongly agreed3. 53% strongly agreed4. 59% strongly agreed

5. 53% strongly agreed6. 35% strongly agreed while 47% disagreed7. 65% strongly agreed8. 71% strongly agreed

SURVEY RESULTS

Seasonal sales: Sales of Tang peeks during the Holy month Ramadan when consumers are looking for powder juice to help revitalize their body through the energy that the product provides. Also, Tang is consumed more in summers (from May to July) and it is not preferred in winters.

The brand journey has become outdated and Tang has not experimented with its TVCs. They have repeatedly shown a housewife/mother and her bond with her child. Hence the message has become lost.

Strong competition from competing brand names, especially Sunsip Limopani which threatens to further capture Tang’s market share.

Lack of flavors. While other competing brands like Fruitily and Energile experiment and bring exciting new flavors, Tang has stuck with its traditional flavors.

No brand endorser. Tang would be wise to associate itself with a famous personality who would further help cement a stronger perception in its consumers’ minds

 

PROBLEMS FACED BY TANG

Form Extension Introduce a new line of RTC (Ready To Consume) juice boxes,

bottles, or cans Offering an ‘on the go solution’

RECOMMENDATIONS

Form Extension Continued….Take inspiration from the Dew-mocracy Campaign

Introduce flavors in the market in RTC Form, and make people choose which 3 stay, and which don’t through an online campaign

Benefits: Will aid trial purchase Will increase consumption sales Increase usage of Tang benefit of RTC - Impulsive buying

RECOMMENDATIONS

THANK YOU FOR YOUR TIME!