By Muhammad Asif Qureshi

Overview about history of Tapal

Mission and Vision Statement

Brands of Tapal

Marketing Mix of Tapal

Product Life CycleAG

EN

DA

HISTORY:

Adam Ali Tapal was the founder of the Tapal Company.

He formulated a unique tea blend, named family mixture.

Eventually became the largest selling brand.

Introduced different tea brands.

INTR

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VISION STATEMENT“To be a benchmark for

quality, creativity and ethical values.”

Mission Statement

"We are at Tapal are committed to create powerful brands for our diverse consumer base."

BR

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DIFFERENT BRANDS OF

TAPAL

DANEDAR

FAMILY MIXTURE

ICE TEA

SHADES OF GREEN

JASMINE

ELACHI

LEMONCHENAL

MEZBAN

TEZDUM

OTHER BRANDS

GULBAHAR

TAPAL SPECIAL TEABAGS

TAPAL SAFARI

MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

PR

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UC

T• The Core• Tea Beverage

• The Actual Product

• Packaging and labeling:• Branding: Red color, aspect of refreshing, hard pack

and soft pack both.• Trade name: Tapal Dander, a TAPAL product• Brand personality Freshness, Healthy, Innovative, etc.• Brand equity: Tapal Danedar provides a quality,

consistent, innovative and accessible tea reputation.

PR

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• Tapal follows high-medium price strategy in which it offers high quality tea at reasonable prices.

• Tapal also follows a Going Rate Pricing strategy, in which it bases its price largely on competitors’ price that is Unilever.

• Unilever being the market leader always sets the price, and then Tapal accordingly allocates its prices, always lower than that of Unilever.

• Besides taking the competition into account, Tapal does cost plus pricing

PLA

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• In the beginning the company sole aim was to capture the tea market of Karachi, as they were already in tea business here, only and then strategically build there network to other cities of Pakistan.

• Now Tapal has a distribution network spread across Pakistan, from Karachi to Khyber with over 410 distributors, Extensive training programs are provided for the devoted sales personnel. The popularity of its fine brands is unabated, making it the No.1 national tea company in Pakistan.

PLA

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Company

Distributor

Whole sellers Retailers

Universities Restaurants/ Institutions

Offices House holds

END USERS /APPLICATIONS OF PRODUCTS

PLA

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Tapal has a wider distribution coverage in the South where as Unilever has better distribution in the North. Therefore, Tapal’s main objective is to increase their sales in the North. It ensures that it places its tea in the same outlets as its competitors in order to maximize availability. The distribution coverage of Tapal is as follows:

Karachi 14% Lahore 34% Islamabad 18% Sukkur 22%Hyderabad 12%

Tapal caters to its customers by providing Tapal Danedar and Family Mixtures to more than 140,000 outlets in Pakistan, which include superstores, department stores etc

PR

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Major Activities

Launching of Danedar PackTransformed Soft Pack to Hard Pack with the use of the following communication platforms

• Sales Briefing Sessions

• Pack Revealing Ceremony

• Press Conference

• Press Advertisement • Radio Commercial Airing• Bill Board Advertisement

• Shop Signage's

Launching of Danedar ThematicThematic campaign was also launched with complete ATL and BTL support

The TVC was aired on

• GEO Entertainment • GEO News• HUM TV• ARY Digital• ATV• Express News• KTN• APNA

CONSUMER PROMOTION ON DANEDAR TEA BAGS

• A CP was offered in the month of March which ran nationally across all channels

• A “Glass Mug” was offered free with every box of DD TB 200g

• The CP was put forward with the following support

– POS material– Radio Commercial– Mobile Backlighted Vans

PRODUCT LIFE CYCLE

By Muhammad Asif Qureshi

THANK YOU