VISION STATEMENT

•To provide value and quality to our consumers, our aim is constantly to provide world class service for our customers, deliver value for our products and make Tapal is a great place to work for our employees. We aim to have a reputation for innovative thinking in the areas that matter to our customers•To become a global brand. •To be an innovative, marketing and research oriented company.

MISSION STATEMENT

• To provide a value added service to our customers with quality, reliable, and world-class service. Customer satisfaction is our number one priority.

OBJECTIVES

• To transform our competencies into the best advantage for our

clients.• To offer quality services with integrity, expertise and

professionalism to enhances• our client's operation.• To offer personalized services according to the clients need.

SWOT ANALYSISSTRENGTH•Tapal is one company that is catering to the needs of all segments of the society. •Export•Tea cultivation•Strong R&D team•Brand sponsored shows such as musical concerts and cricket tournaments.•Good brand awareness in the local target market.•Danadar, Family mixture and wide range of veriety•Karachi’s largest selling brands

SWOT ANALYSIS

OPPORTUNITIES• In the long run there is going to be a lucrative market for Ice-Tea and flavored tea.• The market growth of the tea-bag market because of it being easy to use.• Customers are more attracted towards strong taste and quality of tea offered by

tea providers.• There are markets in Punjab, N.W.F.P and Baluchistan, which are not as yet

explored by competition.• Duty free tea import from Sri Lanka and Bangladesh and India.• Green tea market is growing.• Research and development (Northern Areas)• Exports ( USA, UAE, CANADA)•

WEAKNESSES• No major weaknesses were mentioned by the authorities of Tapal but its intense

competition as our analysis is one of their weaknesses as to stay alive against a giant as Unilever and the other one new entrant as Tetley.

• • It is a major hurdle for Tapal to position its tea abroad in the minds of the

consumers and encourage them to indulge in brand switching.• Have to import some of their products from other countries, which increase their

costs.• Most of the sales are on cash, problem for the distributor then they can switch to

competitors.• Tight quality control procedures lead to higher costs and its time consuming and

often discontent the suppliers.• Tapal Safari Kenya leaf (wrong positioning)

SWOT ANALYSIS

THREATS• One of the major threats that Tapal has it is its area of the market which is not

educated and it is using the loose tea which may not be good for their health as well. Tapal claims that it is not possible for them to create such a big awareness for them but the Government should play his role so that these people should have some awareness of the imported loose tea.

• Strong marketing campaigns of Unilever makes it extremely difficult for Tapal to counter-attack because of low budgets.

• Unilever as a more established brand name than Tapal world wide.• High import duties encourage smugglers of tea to grow.• The unstable rules and regulation of the government hinders the tea companies.• Due to climatic conditions, when the weather of Pakistan is mostly hot; consumers

would prefer soft drinks over tea.

SWOT ANALYSIS

COMPETITIVE STRATEGY WHEN TAPAL WAS LAUNCHED

• GORRILA ATTACK• FRONTAL ATTACK

MARKETING ENVIRONMENT

MACRO ENVIRONMENT

• Social and Cultural Forces• Political and Legal Forces• Technological Forces• Economic Conditions

MICRO ENVIRONMENT

• Distributors & Sales• Competitors• Suppliers• Internal Public• Financial Public• Government Public

SEGMENTATION, TARGET MARKETING AND MARKET POSITIONING

• Tapal’s consumers can be segmented on the basis of income strata. Class A: • It consists of consumers who have disposable monthly incomes of

Rs. 20k.Class B:• It consists of consumers who have disposable monthly incomes

between Rs. 20k & Rs. 12kClass C: • It consists of consumers who have disposable monthly incomes

between Rs. 12k and Rs. 8k.

SEGMENTS

Geographic

Country region All

World region or country Pakistan

Density Urban, Rural

Climate Any

Behavioral

Occasion Any

Benefit sought Flavor, easy availability, brand status.

Loyalty status Significantly high

Readiness stage Conviction and purchase

Attitude towards product Enthusiastic, positive.

SEGMENTS

Demographic

Age 18-35.35-50,50-70,70&up

Gender Both male and female

Family size Nuclear family size

Family life cycle Young, single married, no children, married with children

Income 8000 and above

Income group Middle, upper middle and high class.

Occupation White collar and service workers

CONSUMER BUYING BEHAVOUR

TAPAL Age Occupation Lifestyle End Users

Tapal Danedar 25-65 House wives Housewives Households/offices

Tapal family mixture25-50 House wives

Female who pride themselves in family values & cohesiveness.

Households

Tapal safari chai 18-30 Athletes Young, adventurous & energetic individuals

Athletes

Mezban premier dust 13-75 Housewives Interior Sindhi families who pride in smooth house hold running, family bondage, hospitality, 'mehman nawazee' & quality servings

Dhabbas/ Households

Tapal special teabags 18-35 Professionals Active, busy & working consumers younger in age who seek convenience & in their busy lifestyles

Travelers/ workplace

CONSUMER BUYING BEHAVOUR

TAPAL Age Occupation Lifestyle End UsersJasmine green tea 22+ House wives Health conscious,

dieting females.

Households/ Offices

Tezdum 25+ Farmers/Athletes Vigorous/energetic Dhabbas/ HouseholdsChenak Dust 25+ Housewives/ Blue-collar

workersStrong Households/ Offices

Ice tea 18-35 Students Outgoing, active Restaurants/cafes

PRODUCT

Product Line

• Safari Kenya Leaf• Tezdum• Tapal Danedar• Tapal Family Mixture• Chenak Dust• Tapal Mezban• Tapal Special Tea Bags• Tapal Ice Tea• Jasmine Green Tea

PRICING

PRODUCT SIZE PRICE (IN RS)Safari Kenya LeafTezdumTapal DanedarTapal Family MixtureChenak Dust

Tapal Mezban

Tapal Special Tea Bags

Tapal Ice Tea

Jasmine Green Tea

VALUE DELIVERY NETWORK

Raw materials imported Kenya and grown locally

Production of the

tea(Factory)

Wholesalers RetailersRetailersConsumersConsumers

DISTRIBUTION STRATEGY

CITY PERCENTAGE

Karachi 14%

Lahore 34%

Islamabad 18%

Sukkur 22%

Hyderabad 12%

DISTRIBUTION STRUCTURECOMPANY

DISTRIBUTORDISTRIBUTOR

WHOLESELLERSWHOLESELLERS RETAILERSRETAILERS

UNIVERSITITESUNIVERSITITES RESTAURANT/INSTITUTIONSRESTAURANT/INSTITUTIONS

OFFICESOFFICES HOUSE HOLDSHOUSE HOLDS

END USERS/APPLICATION

OF THE PRODUCT

END USERS/APPLICATION

OF THE PRODUCT

PROMOTIONAL STRATEGIES

• Advertising• Public Relations• Personal Selling• Direct Marketing• Sales Promotion• Sales Force