MARKETING MANAGEMENT

PROJECT

Vital Group (VG), as a business, is a unique blend of Asian values and global standards of
quality. A strong people (relationship) orientation coupled with professional integrity and
highest level of commitment to delivering quality in all our products and services – this
unique combination has lent VG a special recognition and acknowledgement both in the
business community and society at large. This business philosophy of VG is reflected in all
our interactions and transactions, inland and outland.

Business, for VG, is primarily a Social Enterprise. The very reason why VG came into being
was to respond to the society’s needs to have access to quality products. Quality is our main
product and Trust is our earning. Quality is what we sell and Trust is what we earn.

The Vital Group started its operations in 1991 with the launch of VITAL TEA – which has
now become the choice of every third person who drinks tea in Pakistan. With its passion to
serve and due to the high demand from its customers and buyers, VG has now also launched

other personal care items, such as VITAL BEAUTY SOAP.

Vital Tea

Vital Tea is VG very first product which was launched at a small town in Punjab, ‘Haroon
Abad’. Within a very short span of time, we started selling it across the country and to a
larger market outside Pakistan also. Vital Tea’s export started since 2005. The tea is now
available in different flavors.

Vital Tea leaf are hand-picked in the mountains of Kenya. To capture the aroma of the tea,
these leafs are, then, processed on the same day and shipped to our facility in Pakistan. Our

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Master Chef blends the mixture for a rich color and taste that touches the hearts through taste
buds. Every cup of Vital Tea provides a hot and refreshing blend of perfect aroma, color, and
taste that serves your taste buds well.

Mission statement:

To serve our nation with best quality tea without artificial flavor which is good for human
health.

Vision statement:

To become the best tea selling brand in the world.

Insights into company's overall mass communication strategy:

Advertising:

Vital use various advertising channels, including television, radio, print media, and online
platforms, to reach a broad audience. Advertisements often highlight the brand's key
messages, values, and product offerings.

Social media marketing:

Vital also use social media platforms like Facebook, Instagram, Twitter, and YouTube to
engage with consumers directly. Social media is an effective way to share content, run
promotional campaigns, and build a community around the brand.

Sponsorships and Events:

Vital sponsoring events, most recently cricket world cup that can be a part of Vital’s strategy
to connect with its target audience. Through this they capture the market and saw a 30%
growth. They sponsor these events through marketing agencies.

Vital segmentation and target audience for mass communication:

Demographic Segmentation:

Age: Vital's products, especially its tea offerings, may appeal to a broad age range, from
young adults to seniors. Different product lines target specific age groups.

Gender: Tea consumption is generally widespread across genders, so Vital target both men
and women.

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Income: Vital offers a range of products, from affordable tea bags to premium and specialty
teas. This allows them to cater to various income levels.

Behavioral Segmentation:

Usage Occasion: Vital target consumers for different occasions, such as daily tea
consumption, relaxation, or social gatherings.

Brand Loyalty: They encourage brand loyalty among existing customers by highlighting the
quality and taste of their products.

Channels and platforms company use for mass communication purposes);

Television: Television commercials are a traditional and widely used medium for mass
communication. Vital create visually appealing ads that showcase its products and emphasize
key messages. They collaborate with GROUP M for ads. Tv channels include HUM network,
ARY, Samma news, Dunya news. Recent famous ads like cricket world cup. They gain the
most

Measuring the effectiveness of mass communication efforts:

They calculate the year-over-year growth rates for each corresponding period. The YoY
growth rate is determined by comparing the current year's sales to the sales of the same
period in the previous year using the formula:

Current Year Sales−Previous year sales

 Eyeball counts:

They measure through the number of viewers or impressions that an advertisement receives
during a specific time period. Television networks and advertisers use various metrics to
measure the reach and effectiveness of TV ads.

Relationship with their consumers:

According to them tea is all about connection. They promote family gatherings and all other
positive connection people have with each other.

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  Connection building:

Vital prefers to create emotional ads for connecting with their consumers. In their recent ad
campaign of world cup they showed how people gathered together for the world cup matches
and shared cups of vital tea.

Spending on ads:

Vital was not spending much on ads in the recent years but this year they invested in cricket
world cup ad campaign which helped them gain a good portion of market share.

 Ad spending budget compared to their competitors:

Lipton being an international brand they spend a large portion of their resources
on advertisement but vital is also joining them in the race of advertisement
lately. There is not much of a difference between the spending of both brands
and it’s in millions.