Abstract:
This research project is about Islamabad Tea. The objective of the project is to create awareness,
association, perceived quality, association and customer loyalty among the customer of
Islamabad Tea. The rationale is to strengthen the marketing strategy adopted by Islamabad Tea,
and enhance its customer base. WOM is not a new phenomenon. This has been used over the
years from almost all brands in some of its shape and aspect. There is mature literature available
in WOM. This literature strengthens the concept of WOM as strategy to achieve the marketing
objectives of a particular brand. The literature is available on number of aspects of WOM. There
is brief introduction of important aspect is part of the present project. WOM is non-commercial
and informal type of communication. This type of communication is uncontrolled, but in present
times the business are trying to control this communication. The firms want message reach to
customer should be controlled and it must have positivity with respect to specific brand. Fiske
model is part of literature which presents the four types of relationship Communal sharing (CS),
second is Authority ranking (AR), third is Equality matching (EM) and fourth is Market pricing
(MP). There is also limitation of research work with respect to WOM and Brand Equity. Brand
Equity is extracted from brand value model.The WOM strategy adopted by Islamabad Tea for
brand equity hold four variables that fulfill the objectives of this project. The strategy was further
explored and strengthens with qualitative data gathered through interviews and focus group
discussion. The variables are Awareness, Association, Perceived Quality, and Customer Loyalty.
The key challenges faced by WOM strategy are also discussed. In the last digital strategy
adopted by Islamabad teas is explained. There is also recommendations part of project.With
potential objectives it is recommended that Islamabad Tea need to focus on content of marketing
message and importance of storytelling in overall success of WOM strategy and business.
