Task Two:

As we all know our biggest challenge as marketers is to identify and influence customers attitudes and behavior. While your book also talks about it, the article Better Customer Insights provided to you looks more closely at this problem. While it talks about the traditional approached that relied upon a combination of quantitative data and qualitative insights, it recommends four step Real Time Experience Tracking in Action which is by a large number of corporations including Unilever to form their marketing decisions.

In your answer you will also take them through the Buyer Decision Process that we had discussed in the class as it would apply to branded tea leading up to purchase and repurchase of a brand.

Unilever Pakistan has approached you help them identify and influence customers attitudes and behavior regarding their brand Lipton which once had over 80 percent of branded tea market today has less than 50 percent share with Tapal being the major competitor followed by Vital.

Please use the four step Real Time Experience Tracking in Action to help them understand how in case Lipton diverse touch points add up to a customers decision to buy.