internship , ispahani tea

1. MD. Shakil Ahamed Sony
ID: UG01-38-15-070
Department of Business Studies
State University of Bangladesh

2. An Analysis of Marketing Activities
of
Ispahani Mirzapore Tea

3. COMPANY OVERVIEW
Type: Private
Founded: 1820
Founder: Mirza Mohammed Ispahani
Headquarter: Chittagong, Bangladesh
Key People: Mirza Salman Ispahani (Chairman),
Businesses: Tea Garden, Tea Trade, Cotton and Textiles, Jute,
Shipping,Jute, Shipping, Real
M.M. ISPAHANI LIMITED
Mirza Mohammed
Ispahani

4. DISTRIBUTION CHANNEL

5. PRODUCT LINE IN ISPAHANI TEA
Brand Name Served Area
Blender’s Choice All Districts
Five Star Bogra
Green Spot Chittagong, Rangpur, Bogra
Hot Tea Stall All Districts
Hotel Dust Bogra
Lion Dust Rangpur and Rajshahi Divisions
Lion Leaf Rangpur and Rajshahi Divisions
Mayur Dianjpur, Rangpur, Rajshahi and Khulna
Mirzapore BL All Districts
Mirzapore BOP All Districts
Mirzapore BRD Dhaka
Mirzapore PD All Districts
Mirzapore TB All Districts
MTB Bag in Bag All Districts
Superior Tiger Dinajpur,Rangpur, Rajshahi and Cox’s Bazaar
Tea Stall Special All Districts
Zareen All Districts
(Information gather from oral Interview)

6.  Strength
• Number one tea brand in
Bangladesh.
• Positive company image.
• Strong distribution channel.
• High quality products.
 Weakness
•Insufficient digital marketing activity.
•Inadequate print media and
a media advertisement
•Not so focused on online shopping
and services.
•Website is not update and

7.  Opportunities
•Online based purchasing and delivery
systems.
•The habit of taking tea is increasing day
by day. It’s a great opportunity to expand
the business.
 Threats
•Strong competition among the
competitors.
•Product price is high.

8. Promotional Mix
Sales promotion
Advertising
Out of home
advertising
Social media

9. SIGNIFICANCE OF THE STUDY
To identify the brand awareness of Ispahani TEA in Hot
Tea Stall.
To observe overall market scenario of Ispahani TEA.
To identify the influencing factors for increasing market
shares of the competitors.
To know the level of perception of the Tea Stall owners
regarding
Ispahani and the competitors.

10. METHODOLOGY
 Sample Size: 150
 Primary Data:
 Casual and straight conversation with Tea Stall Owner.
 Observation of Tea Stall environment.
 Secondary Data:
 Some data are collected from internet and company website.
 Surveyed Area:
 Sadarghat, Shahbag, Dhanmondi, Mohammadpur, Banani, Mohakhali, Uttara,
Mirpur, Gabtoli, Khilgaon, and Mogbazar.
 Data Analysis:
 Analyzed in Microsoft Excel

11. FINDINGS – Consumption Pattern

12. Attributes and Source of Purchase

13. Brand Awareness and Availability
45%
1%
30%
0% 3%
10%
1% 8% 0% 0% 0% 3% 2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
If you are asked to mention one TEA
Brand name, then which brand’s
name come first any our mind?

14. Preference and Purchase

15. Satisfaction and Dissatisfaction
behind Current Brand

16. Loyalty, Who Loose Most and Reason

17. MAJOR FINDINGNS
Dhaka city Tea Stalls are much aware about
branded Tea.
Tea Stalls found satisfied with their current
using brand.
They prefer most on quality of Tea than price.
Ispahani found first choice of Tea Stall in
purchasing.

18. RECOMMENDATIONS
For Company
▪ Cycle men found less active,
remuneration should be revised.
▪ Need to maintain quality assurance.
▪ City end locality are not aware of
brand TEA, need branding there.
▪ Reducing price is not a wise
strategy, sales promotion is better.
regularly.
For Sales People
▪ Tea Stall owner claims against
Ispahani brand unavailability, sales
people need to visit (Sell) market
▪ Need to build a good relationship
with Tea Stall owners.

19. RECOMMENDATIONS (Contd.)
For Tea Stall Owner
▪ Long lasted liquor doesn’t mean the
quality of Tea .
▪ Giving feedback to Company for better
product.

20. THANK YOU