Tapal

Tea Company started as a

family concern. However as a result of
the company's sustained efforts in launching
innovative products and entering untapped territories,
it was able to successfully compete in the local market.
Since this was a homegrown brand, it wanted to cater
the local tastes, hence based on the analysis of the tea
drinker's taste and habits, it developed Tapal Danedar, which
became the leading brand of tea in the country. Its success
was so prominent that it was taken up as a case study by
seasoned marketing guru "Philip Kotler". The case study
has become part of his book "Marketing Management-
A South Asian Perspective, 13th Edition". This is the
source of great pride and joy for Tapal and
Pakistan; we look forward to achieving more
milestones and continue making
our country proud.
Contents
Over a Cup of Tea
Message from CEO___________________________________03
Message from COO __________________________________03
From Our Teapot
Solidifying Traditions with Tapal Danedar _________________04
A Tagra Launch of Tapal Tezdum _______________________07
Chilling Out with Tapal Ice Tea__________________________09
Stay Healthy with Tapal Green Tea _______________________12
Celebrating Relationships with Tapal Mezban ______________14
Appreciating the Hardworker with Tapal Chenak ___________17
Strengthening Bonds with Tapal Family Mixture _____________19
Chai Shai ___________________________________________21
Steaming Reviews
Event Marketing ______________________________________23
Tezdum Consumer Promotion ___________________________24
Family Mixture Football Tournaments _____________________24
Mezban Tea Parties ___________________________________25
Corporate Social Responsibility__________________________25
Branding and Merchandising ___________________________26
Outdoor Advertising___________________________________27
Whats Brewing
Production Department: Another Step Towards Success ______28
Supply Chains Visit to Korea: Continuous Improvement _____30
Human Resources Department: Employee Enrichment _______31
J
u
l
y

2
0
0
8

-

D
e
c
e
m
b
e
r

2
0
0
8
02 03
Send Contributions and Comments to:
Editor's Desk
Tapal Tea (Private) Limited,
Plot 40, Sector 15,
Korangi Industrial Area,
Karachi.
www.tapaltea.com
Designed and Produced by:
Adcom (Pvt.) Ltd.
Newsblend Published by:
Tapal Tea (Private) Limited
Executive Editor:
Haroon Rashid
Managing Editors:
Rehman Afzal
Saba Ihsan
Marium Iftikhar
We proudly bring to you once again the July-
December 2008 issue of Newsblend. A lot
has happened this year, recession and
economic crisis has the world in its grip. But
the strength of will must persevere in these
difficult times. Tapal believes retaining warmth
in spirit and passion is vital for a brighter
future. So we haven't let the current crisis bog
us down and have instead taken steps that
can make us better and stronger. We hope
pages within this issue do not just inform you
of what's going on in Tapal, but also show you
that through all hardships, life still goes on.
Keep brewing always.
Happy Reading!
Chief Executive Officer
The period, July 08 to December 08 was very eventful for the company. A lot of our
very bold decisions were finally put into testing. We faced challenges every now and then,
but by the grace of God, we conquered all of them.
Keeping alive the long held ritual, the consumers of all Tapal products were kept delighted.
A lot of hard work was put forward to bring joy to tea drinkers all across the country.
Our efforts and dedication have not only been recognized locally but are getting applauded
internationally as well.
I sincerely want to thank all of you for your continued devotion and commitment. It is
only because of our collective efforts that we as a company have accomplished so much.
Together, we will further strive for excellence and glory.
Keep spreading happiness!
Aftab Tapal
Message from
Chief Operating Officer
Message from
Getting recognition in any form is always a matter of honour for any
organization, and if said recognition comes from a person of Kotlers stature
then it boosts your morale like no other. It is indeed a matter of great pride
for the whole Tapal team to be recognized internationally, and we thank
Allah for giving us such an honour.
Congratulations team Tapal!
The last two quarters of 2008 were very difficult economically and politically
for most businesses. We at Tapal could have chosen to get bogged down
under prevailing circumstances and sit back and sulk as was the trend seen
both nationally and internationally; but this is not the true Tapal tradition,
Tapal as a team always looks toward that little flicker of light at the end
of the tunnel and endeavours to achieve the best for our organization against
all odds.
Through sheer tenacity and hard work we still continue to create ripples
in the market place successfully. And have done so by aggressively
conducting activities towards brand building, adding value to our quality
products and maintaining the retail price in the face of extreme price hikes.
Our team has worked diligently through out this period and deserves great
praise.
We as a team will continue to strive towards excellence that merits
international acclaim and look forward to similar success in the near future.
Mohammadi Miabhoy
04 05
Solidifying
Traditions
Tapal has always been abreast with changing
trends and have adopted to the consumer and
the retailer needs. Being the second largest tea
brand in Pakistan, Tapal Danedar has always
endeavored to cater to changing consumer needs
and provide them more value. With that in mind,
in 2008 the decision was taken to bring Tapal
Danedar into Hard Pack, with the same quality,
weight and price. This resolved a lot of the
stacking and display issues and also helped retain
the freshness of the tea for a longer time.
The identity of a Hard Pack are its four corners,
hence introduction of a hard pack is a tribute to
the diversity of tea culture in the four corners of
Pakistan. With 30 years of being an integral part
of Pakistan, Danedar has become a name
synonymous with the tradition of tea in Pakistan.
The four corners mean the diversity of the
Pakistani people and the diversity in their tea
drinking moments.
The launch of the Tapal Danedar Hard Pack was done
on a big scale. A press conference was held to formally
announce the arrival of the Tapal Danedar Hard Pack
and then a larger than life- Pack Unveiling Ceremony.
Employees as well as the sales, media and distribution
teams of Tapal were invited. Creative and media agencies,
corporate professionals, business partners and media
were present too.
Since the Tapal Danedar owns the equity of understanding
the diversity of the tea drinking culture of Pakistan, the
theme of the launch event carried forward the same flavour.
4 different areas were set up: a lounge, a dhabba, a caf
and a veranda to symbolize the diversity and across the
board tradition of tea drinking and the 4 corners of the
Hard Pack. At the launch the Hard Pack was unveiled in
a grand and dramatic manner amidst lights, smoke, confetti
and clapping. A variety program representing the 4 major
cultures of Pakistan was also held here.
For the promotion, a TVC was developed announcing the
arrival of the Hard Pack but keeping in mind the bigger
perspective of Chai Ki Riwayat (tradition of tea). It talked
about 3 tea drinking situations along with the announcement
of Hard Pack and very clearly communicated the same
price, same weight and same quality proposition. Airing
on all the major local TV channels as well as cable channels,
the purpose was to inform the audience at large about
the introduction of the Hard Pack.
The print ads and outdoor designs were kept simple yet
still maintained a larger than life image of the Tapal
Danedar Hard Pack. The Press Ads were printed in over
15 national newspapers, a number of magazines and
digests. Outdoors were placed at prominent strategic
locations. Apart from this a massive POS drive was also
conducted in which mobiles displaying a 3D form of the
Danedar Hard Pack, posters, streamers, leaflets, shelf
talkers and shop banners were spread across stores all
over the country to inform consumers as well as traders.
An unusual revolving float with a 3D back lit Danedar
Hard Pack was also used, which covered all major urban
and semi urban areas. It was the source of much attention
and conversation, as was the purpose of the float. Tapal
pulled out all stops in the promotion of the new Danedar
Hard Pack and the response by consumers and traders
alike gave proof of its success and solidified Danedars
relationship with Pakistans tea drinking traditions.
07
Tapal Tezdum
Hard Pack
Tapal Tezdum tea is attributed for its strong taste
and aroma. It has become extremely popular
with people who love their tea strong. With a
tagline: Lage Thaa Kar ke that has acquired
iconic status, Tezdum has positioned itself as a
brand catering to those who have great taste for
adventure.
Last year, it was decided that Tapal Tezdum will be
converted into Hard Pack. The idea for converting
it to Hard Pack was to maintain the freshness,
aroma and taste of the tea for a longer period so
that the consumer buys the product in the best
condition possible. It also resolved a lot of stacking
issues that retailer had with the soft pack.
The official announcement of the Tezdum Hard
Pack was done through a press conference and
a Grand Gala launch event in Lahore. All regional
managers and the entire brand team was present
there. At the event, the 100gms Tezdum Hard
Pack was officially introduced and the television
commercial for the announcement of the launch
was aired for the first time, followed by a variety
program and dinner.
Introduction of Danedar
Rs. 10 SKU
Tapal Danedar is the second largest selling tea brand
in Pakistan and caters to all and everyone who enjoys
their tea. In order to explore new market segment,
Tapal Danedar launched an additional SKU of Rs.
10. Because of growing expenses and cost this SKU
opens whole new avenues of cost cutting and
budgeting at home and in the office for our consumers.
A Rs. 10 pack of Danedar can make up to 15 cups
of tea. So with the new SKU you have great taste and
great economy in just Rs. 10.
Danedar Hard Pack
Consumer Promotion
Ramadan is the month of fasting and feasting. In the
30 day festival, the prices of consumer goods like
food products, fruits, vegetables etc increase
considerably, making life difficult for those following
a strict budget. However Tapal Danedar being a part
of Pakistani traditions for over 30 years knows the
importance of budgeting and saving. In its Ramadan
Consumer Promotion, under the slogan Apnaiye
Samajhdari, Agayi Bachat ki Bari Danedar facilitated
consumers in saving Rs. 6 on its large Hard Pack and
Rs. 3 on the small Hard Pack. This enabled Danedar
consumers to follow a smart budget and observe a
happy worry free Ramadan.
06
Tapal Special teabags are very popular with consumers
who like a cup of strong tea. The strong blend and
being metal free makes Tapal Special highly popular
with consumers in the teabag category, especially in
offices and educational institutions. As part of a
promotion, 40 Tapal Sweeten up sugar sticks were
given free with every 100 teabag pack of Tapal Special.
This provided our target consumers with extra value
and also convenience. A sweet deal indeed!
Tapal Special
(40 free sugar sticks
with 100 teabag pack of Tapal Special)
08 09
The entire campaign for the announcement was treated like
a film. The promotion of Tezdum is greatly influenced by
Punjabi films and the launch ad of the Hard Pack went the
distance in creating an adventurous tale with the slogan of
Ab Tagrey pack mein. In the tagra launch television
commercial, you have the characteristic villain-the trouble
maker, the beautiful heroin, the victim in peril and of course
the bold and courageous hero who comes to the rescue on
his proud and loyal horse. The ad is centered on how the
villain unwittingly sets fire near the Ferris wheel of a village
mela in an attempt to wow the heroine, and how the hero
throws caution to the wind to save a young girl from the
flames. The brave hero on his horse signifies might, vitality
and everything else Tapal Tezdum stands for.
The campaign from the teasers to the radio spots to the
launch ad itself, all were treated like a film, full of intrigue
and adventure. Chosen for the lead roles were Veena
Malik, of Geo and Mohabbatan Sachiyaan fame and
Babrak, an upcoming Punjabi film star. All this made for
a very exciting television commercial, the intriguing teasers
that contained sound bites and shots from the actual TVC
created great hype for the TVC. The film theme was carried
to the print material too with the 3 main character juxtaposed
with the Hard Pack tearing through the background. The
print campaign included outdoors placed at strategic
locations, print ads, posters, bunting and mobiles displaying
a 3D hard pack tearing through the paper. The print
campai gn was support ed t hrough ext ensi ve BTL
communication.
Branding was done at Roxy Cinema house, a prolific
cinema in rural Punjab. It included a big film banner like
billboard outside the cinema and other backlit signs inside.
A stall activity was set up for the audience at the cinema,
by giving them an opportunity to enjoy good family and
action based films. On the purchase of a Tezdum Hard
Pack, the consumers were awarded a pair of free tickets
for the movie and were allowed to participate in the Tezdum
Wheel of Fortune to win instant prizes.
Tapal Ice Tea
Recreational activities are very important for any
society to grow. Not only do they help alleviate the
stress that is growing exceedingly in our day to day
life but it also gives us a chance to do something
outside an otherwise dull routine. It is a chance to
interact with people and just have a good time.
Being the youthful proactive brand that it is, Tapal
Ice Tea organized a number of recreational and
sporting activities, and set up stalls in popular youth
hangouts. The purpose of this was not only to create
brand awareness but to associate the brand with
fun, living up to its tagline "Chill Karo!"
Ice Tea Bowling
Competition
With the opening of many a bowling alleys in Karachi,
it has become a very popular pastime for the youth.
At any given time the Royal Rodale Bowling Alley in
Defence, Karachi is packed with people, some play
for fun and some true bowling aficionados. In this
spirit Tapal Ice Tea sponsored a Bowling Tournament
at Royal Rodale from 10th to 13th August. Here
branding was done in form of posters, standees, a
kiosk, and free samples of Ice Tea were given to the
audience and participants. By doing so, not only
did it increase brand awareness of Tapal Ice Tea but
enabled the people involved to enjoy themselves
thoroughly too.
BTL activities also included the use of branded Tangas (horse carts). Over 55 Tangas were spread around 18
cities in just 10 days. The Tanga activity invited a lot of attention, and was talked about well after the activity ended.
A presentation was also held at Hamdard University in December where former brand manager of Tezdum, Alamgir
Janjua spoke to the students about its brand positioning and target market. He also spoke about the necessity of
bringing Tezdum into Hard Pack and its Launch Thematic Ad. The Tapal Tezdum Hard Pack was also promoted
along with other Tapal products at the Multan Industrial Exhibition and Dawn Lifestyles Exhibition. Promotions
included wet tea sampling, give aways and tea selling. The launch, and the entire campaign following it, was greatly
appreciated by consumers and retailers alike. The Tezdum 100gm Hard Pack had a tagra launch indeed.
11
Park Towers Kiosk Activity
Park Towers mall in Clifton, Karachi is the hub of
youth activity in the city. Boasting of a plethora of
shops, a food court and restaurants, Park Towers is
the ideal hangout for the young, especially during the
weekends. Being a youth brand that promotes a fun
and active lifestyle, Tapal Ice Tea set up a Kiosk at
the front entrance of Park Towers from the 5th to 10th
September. At the kiosk, people were encouraged to
try the 2 delicious flavours of Tapal Ice Tea. The idea
was to generate trial and boost can sales. The activity
was a success and produced many a sale.
Ice Tea Staff Sale Promo
Tapal has always enjoyed a warm affable relationship
with its employees. In this spirit, Tapal organized a
special Ice Tea In-house Staff Sale Promotion for
employees. As part of the Sales Promo, any employee
who bought 6 cans of Tapal Ice Tea was eligible for
a Lucky Draw, the prize for which was a dinner for
two at Nando's. All employees participated with great
enthusiasm and this activity made Tapal's bond with
its employees even stronger.
Tapal Ice Tea Karting
Championship
Round 2 at Lahore
Tapal Ice Tea is a brand which associates itself with a
fun and active lifestyle. Since its launch Tapal Ice Tea
has supported and sponsored recreational activities
that are both exciting and entertaining. One such
activity is the Karting Championship; Karting has
developed immense popularity in the country in the
past few years, and fits in perfectly with Tapal Ice Tea's
image. After the success of the first round of the Karting
Championship, Tapal Ice Tea once again stepped in
to participate. While fast-paced and thrilling, Karting
is the cheapest, most fun form of motor sport. The
event was well organized and kept the crowd enthralled.
Despite being considered a young sport it was
thoroughly enjoyed by the youth and adults alike.
Rocket Man
Sampling Activity
To create awareness about Tapal Ice Tea and generate
trial among a wide class of people, a rocket sampling
activity was carried out in different cities of Pakistan
including Karachi, Multan, Faisalabad and Bahawalpur.
Sampling was done at random locations such as
malls, traffic signals, educational institutions, parks
and other crowded areas.
Tapal Ice Tea
Volleyball Tournament at LUMS
A three day event from 31st October 2008 to 2nd November
2008 was organized by Tapal Ice Tea in which the teams of
different universities of Pakistan participated. Patronizing
such events will not only help associate our brand with
healthy activities like sports but also promote Tapal Ice Tea
amongst the youth, which is our target market. Teams
participating in this tournament were as follows:
Government College University, LUMS (WHITE), LUMS (BLUE),
FAST (ISD), FAST (LHR), GIKI, IQRA University, Lahore School
of Economics, ISLAMIC University (ISD) and UMT.
Ipods were given away through a Lucky Draw to those who
bought Tapal Ice Tea from the audience. COO
Mr. Mohammadi Miabhoy, GM Sales Ayyaz Khan and
RM Lahore Irfan Bhatti were also present at the event to
distribute the prizes to the winning team.
10
MANAGEMENT STAFF
Syed Alay Haider
Warehouse Executive Daughter 14-July-08
Tanveer-ul-Hassan
Coordinator Logistics Daughter 16-July-08
Imran Naeem
E.T.S. Daughter 01-Aug-08
Muhammad Nasir
A.M. Procurement Daughter 14-Aug-08
Muhammad Mahmood Sharif
Maintenance Executive Daughter 25-Aug-08
Abbas Abdey Ali
Production Office Coordinator Daughter 26-Aug-08
Ehtisham Khan
Brand Manager Daughter 3-Sep-08
Nadeem Rasheed
E.T.S. Son 21-Dec-08
Yousuf Nooruddin
Sales Coordinator Son 26-Dec-08
P
A
R
E
N
T
S
P
A
R
E
N
T
S
12 13
SOG Bachat Bazaar
An experience is heightened when all 5 senses are involved.
To create a notable presence in the market and to make
a distinction from other tea brands, Tapal Shades of Green
took to carrying out stall activities in popular Bachat
Bazaars. One such activity was carried out in the Defence
Sunday bazaar. The Tapal Tea Stall area was made into a
complete green zone which set it apart from the rest of the
stalls. It gave the target consumers a complete sensory experience of
taste, smell, touch, hearing and vision. Green shades were set up and chairs were
placed there, free wet tea was given for trial and brand ambassadors spoke to potential costumers
about the numerous benefits of Tapal green tea. Tapal Shades of Green is positioned as a product that soothes
and relaxes the senses. So the stall was an oasis within the bazaar where costumers could relax and enjoy
their tea in peace. The outcome was good; all those that visited the stall appreciated the complete experience
and tapped into our target market. The stall activity generated many sales, a testament to the value of
promotion and visual appeal through effective brand communication.
Our moods and tastes are ever changing; if we
crave a thing one day, we crave another the
next day. This is why Tapal Shades of Green
launched the Selection Pack. To cater to our
varying tastes and moods, the Selection Pack
comprises of all three flavours of Tapal Shades
of Green range, Lemon, Jasmine and Elaichi.
Now instead of buying a pack of just one flavour
you have three flavours in one pack. So if in
the morning youre in the mood for some
Jasmine you can indulge in our refreshing
Jasmine green tea, if you need some relaxation
immerse yourself in the taste of Elaichi, and
then for some after food ease have Lemon. With
the slogan flavours to suit your mood the Tapal
Shades of Green Selection Pack is a selection
that should suit you and your healthy lifestyle
perfectly.
Tapal Shades of Green
Branding at Modern Trade
Trends in the marketing and trade business have changed. Where
billboards, print ads, and television commercials address a
general mass audience, retail branding today is a powerful tool
to directly affect the purchase decisions of the target consumer.
It not only increases brand visibility and retail presence, but
creates an image and mood for the brand in question. Since
retail branding is done at the consumers point of purchase,
whatever initiative a brand takes is noticed immediately. With the
retail environment becoming increasingly consumer friendly,
consumers are spending more and more time shopping in one
place. Grocery shopping has now become an experience rather
than a monthly chore. This has led to retail branding becoming
an even more powerful medium to promote a brand.
Tapal Shades of Green caters to an up market audience that
favours an active, healthy and fit lifestyle. This is where retail
branding plays a major role, giving it a perfect opportunity to
tap into its target markets. It offered Tapal Shades of Green the
perfect platform to generate interest and trial by making its
presence known in these markets.
In 2008 Tapal Shades of Green, was heavily positioned as a
green tea brand that promotes a healthy lifestyle and one that
offers 3 different flavours to suit your moods. With an aggressive
branding strategy Tapal Shades of Green covered all markets
with a high consumer base as well as those that were potential
markets. Tapal Shades of Green made its presence felt, and
converted many a consumer to green tea, some for the flavour
and some for its innumerable health benefits.
Shades of Green
14 15
Tea is an essence, which blends with our culture,
society and people. The tradition of gatherings and
serving tea on every occasion is extended over the
years so a catch phrase "lets meet over a cup of
tea" is integrated in our existence for ages.
By knowing and keeping the association of
gatherings, Mezban held a tea party exclusively
for females. Tapal Mezban being the event
organizer made the evening joyous by illustrious
Sindhi celebrity Samar Nizam being the host. The
evening played the role of congregating
approximately sixteen thousand females on a
platform. Guests from ten selected towns not only
experienced the hospitality of Tapal Mezban but
they also enjoyed the ambiance provided to them
in the form of having especially executed interactive
activities followed by exclusive gift hampers.
Tapal Mezban Tea Party was made more engaging by arranging musical concerts and stand-up comedies. It kept
the audience entertained and amused for hours. However, it should be well noted that the charm of the much-
celebrated public figures along with their favorite blend of tea did wonders. The entire tea party was aired on
KTN and SINDH TV. As always Mezban aimed to reach out the masses with illustrious colors and hence achieved
it by making the over joyous audience served well by the generous hospitality.
Feast of Festivity
(Mezban Tea Party)
Entertainment hosted in a cup of tea is all what Tapal
Mezban aims for. Talk about the open-air extravaganza
or an airtime on every entertainment box, Tapal Mezban
is there to host it. For such a show called "Rishtan Saan
Aahay Zindagi" was planned, organized and produced
by Tapal Mezban.
The aim of the show was to create awareness about
the rich culture and wonderful history of Sindh and its
people. Thus, it has been well segmented into Mezban
Saqafat, Mezban Jo Mehman & Mezban Tea Party.
The first segment Mezban Saqafat was the informative
session about the rich history and ethnicity of the land
"Sindh". The segment highlighted the significant historical
heritage with pride. Since Mezban today, is the host to
everyone with a penchant for the tasteful and homely.
Celebrities were invited who were known and recognized
well for casual talk. Third segment showed the spirit of
being a host. Clippings of Tapal Mezban Tea Party held
in selected towns were shown which projected festivity,
happiness and the rhythm of traditions. The entire show
was hosted by the charismatic and charming Sindhi
celebrity Ghazal Salam who has been deeply associated
with the brand through its theme. This quality entertainment
show was aired on popular Sindhi Television Channels
including KTN, Sindh TV and Kashish.
Sense of an Essence
(Mezban TV/Magazine Show)
Drive to Outshine
(Mezban Merchandizing drive)
Brand awareness has always been an utmost priority for
Tapal Mezban to ensure that its consumers are at all
times conscious of its presence. Mezban always thrives
on visibility and attention attained through shop branding,
tube shades and POS splashes. Brand visibility captures
the interest of consumers in all aspects and makes them
proud to drink Tapal Mezban.
Gift of Sight
(Free Eye Camp)
The best way to find yourself is to lose yourself in
the service of others. In todays tactical and
psychological marketing warfare the need for
building relationship between the customer and
the company by providing them value added
services is as important as flanking strategies. At
Tapal Chenak, we believe that a healthy mind and
a healthy body are fundamental to the growth of
such relationship. But good health does not come
easily. It requires the kind of care that only a
professional team can provide. We make sure this
happens, by organizing camps to provide free
Medical Services. We have tried to provide health
care and medical facilities in the most interior and
remote village areas where infrastructure is minimum
or not available. Honoured to be bestowed with
this Khidmat we sponsored a three day EYE
CAMP at Kantio, Umerkot District during our 1st
Quarter. We pledged to raise enough money to
pay for the treatment of the eyesight of anyone
who could not afford to pay for themselves. It is
envisaged that more than 200 patients attended
the eye camp from and around the township of
Kantio, Umerkot District. SEEING IS BELIEVING"
We seek your blessing to fulfill this KHIDMAT.
Tapal Chenak
JULY-08
Ashfaque Ahmed
Administration __________________________________________1-Jul-08
Muhammad Tasleem
Administration __________________________________________1-Jul-08
Syed Saqib Abbas Rizvi
Supply Chain ___________________________________________1-Jul-08
Zeeshan Aziz
Sales __________________________________________________2-Jul-08
Muhammad Ehtisham Khan
Marketing _____________________________________________ 16-Jul-08
Sharif Hussain
Sales __________________________________________________21-Jul-08
AUG-08
Ali Ahmed Khan
Internal Audit ___________________________________________1-Aug-08
SEP-08
Fahad Saud
Internal Audit ___________________________________________1-Sep-08
Khurram Saleem
Finance________________________________________________1-Sep-08
Usman Saleem
Information Services ____________________________________22-Sep-08
OCT-08
Muhammad Rizwan Ashraf
Sales __________________________________________________6-Oct-08
Naveed Asghar Kiani
Sales _________________________________________________6-Oct-08
Muhammad Ali
Sales _________________________________________________10-Oct-08
Muhammad Tahir Siddique
Sales _________________________________________________10-Oct-08
Naeem Jaffer Balouch
Sales _________________________________________________10-Oct-08
Amyna Hassan Kanji
Internal Audit __________________________________________13-Oct-08
Muhammad Farhan Memon
Sales _________________________________________________20-Oct-08
Kaleem-Uz-Zaman Siddiqui
Information Services ____________________________________20-Oct-08
NOV-08
Kashif Ali Syed
Information Services _____________________________________3-Nov-08
Syed Waris Ali Shah
Sales _________________________________________________3-Nov-08
Aamir Sher Ali
Sales _________________________________________________11-Nov-08
Syed Sibtain Abbas
Sales _________________________________________________11-Nov-08
Muhammad Kamran
Sales _________________________________________________11-Nov-08
Syed Qutubuddin Ahmed Muneer
Sales _________________________________________________20-Nov-08
DEC-08
Kamran Aziz
Sales __________________________________________________1-Dec-08
Rizwan Haider
Administration __________________________________________2-Dec-08
Mustansar Ashraf
Sales __________________________________________________2-Dec-08
Khurram Shahzad
Sales _________________________________________________15-Dec-08
Mumtaz Ahmed Mehr
Sales _________________________________________________19-Dec-08
Kashif Abbas
Sales _________________________________________________19-Dec-08
Consumers have so many choices to make compared
to ten or even twenty years ago. Today as always,
business growth depends heavily on loyal customers
who return because they are satisfied with the product
and/or service they have received.
Trade promotions can simply make the difference -
in those moments of truth when customers select
products from store shelves. Yet few areas in the
worl d of consumer product s present more
opportunities for achieving better returns from the
resources spent. Customer loyalty pays off enormously
in a variety of ways for firms that invest resources in
measures designed to build customer relationships.
Customer loyalty has become a means of profitability,
brand distinction, and enhancing product/service
val ue i n an era of i ncreased compet i t i on
Despite such facts, Mezban Tea believes its customers
to be a part of the Mezban family so it has
appreciated the ties that exist and believes in
respecting and caring for them.
This also allowed Mezban an opportunity to work
on improving their marvellous product's commercial
awareness and strengthening its establishment as a
successful tea brand. To show the appreciation of
the 'family', Mezban implemented the idea of giving
out gifts to the customers and purchasers of the
product. Around 2000 gifts were handed out and
the winners were chosen through 2 Lucky Draws. As
a token of appreciation, gifts were chosen specifically
so that they also represented Mezbaans admiration
of the Sindhi culture. The items included Sindhi caps,
ajrak and Mezbaan jars.
Good Things
In Small Packages
(Mezban Consumer Promotion)
16 17
Football
Championship
Tapal Family Mixture is active in maintaining
close relationship with consumers living on the
coastal belt through promoting football-the game
they love most.
For the second year in running, Family Mixture
sponsored in November/December 08 The 2nd
Family Mixture Makran Football Championship
2008. A total of 8 teams from each town of
Panjgour, Turbat, Gawadar and now also
including Uthal, participated in the championship
Tapal Tea Company took a private initiative and
revived and uplifted the football grounds as a
social and moral obligation to these fellow
citizens.
All through, the tournament attracted large crowds
in towns where the teams competed, leading up
to the final rounds played in Turbat. The
Championship, as per the previous year, met with
a resounding success both in terms of extremely
enthusiastic teams participation as well as immense
public/spectator response and over 8,000 people
attended the final match in Turbat which was a
great success for the brand. The event enjoyed
regular coverage in the dailies through press
releases and the final rounds were also covered
by leading FM radios and TV News Channels.
About Strategy and
The Brain
(Hard Pack Launch)
Drawing first blood through product innovations and
taking the offensive to the competition by being the first
to launch such innovation or change in existing one with
a combination of head-on and flanking strategies is as
important as to have a close look at what the consumers
are actually looking for, at what price plus the benefits
through the sales promotions that it offers. These had
been keenly observed by the management during the
Chenak Soft Pack to Hard Pack change over period
which took place from December 2008 on national
basis. The overall launch aimed at educating the consumer
about the new & improved pack, its benefits, its quality,
taste, freshness and affordable price.
ATL & BTL Activities
Both ATL & BTL activities did play a key role in Chenak
Hard pack launch efforts. Media releases played a great
role to give information about the newly launched Hard
Pack, service or company out to a large amount of
potential customers while BTL activities addressed specific
as well as selected mass audience in a particular area
which will sustain for long duration.
Driving Shop Branding
In an age where technological advances and the online
community have empowered consumers by giving each
one a voice, marketers are rethinking the approaches
they take in executing their brands positioning. Consumers
can no longer be spoon fed branding messages or pledges
of promise. Allowing the consumer an opportunity to
engage directly with its brand, Chenak has launched a
new campaign that embraced the individuality of its
consumers by asking them, How Do You Chenak?
The contest commenced in 2nd Quarter with the launch
of Chenak Hard Pack and was aimed to strengthen
Chenak Hard Pack brand position in local market specially
in Hyderabad region. This contest allowed the resellers
in two ways: firstly, the decor helped the resellers to attract
more customers and, secondly, the decoration contest
helped Chenak and the resellers to further strengthen
the Chenak brand position in this market. The unique
Hard Pack packaging helped the buyer to relate to
extreme gaming experience.
18 19
Refreshed Radio Shows
Besides the visual Town-wise awareness conducted through street banners and on-site boards, special
interest was created among consumers by Family Mixture float.
Local target consumers were encouraged to display their tackling skills on a mini football field! The activity
provided a new, fresh interaction between the brand and consumer, supported with gifts distribution.
Wedding Bells
As a part of brand optimization activity, Family Mixture
participated as the main sponsor at the combined
Wedding of 25 Couples. The ceremony was held on
November 1st, 2008 at the D.J Science College Sports
Ground, Karachi.
Living up to the true spirit of its name, Family Mixture
was ideally linked to establishing new relationships
and cementing family bonds.
In the gathering of more than 2500 friends and
families, over 2000 complimentary cups of Tapal
Family Mixture were served, capped with special gifts
to newly-wed couples comprising of suit pieces for
the brides and wrist watches for the grooms.
Tapal Family Mixtures impactful, welcoming celebrating
banner served as an inspiring site.
Hi-Tea with Family Mixture
Capitalizing upon the high viewership of cooking
shows, Family Mixture sponsored serials in the last
quarter of 2008 on popular ARY Zauq with its branded
programme: Hi-Tea with Tapal Family Mixture.
The show was based on outdoor shoot in natural,
refreshing surroundings. All items prepare were related
to tea-time snacks followed by branded Recipe Cards.
The shows carried on-screen display of TFM Hi-Tea
logo and the episodes were supported with reminder
promo scrolls.
Tapal Family Mixture had consistently been on air
broadcasting radio show on the leading FM 107 by the name
of Mukammal Ghar where Zubaida Aapa Hosts the Show
and gives her advice to the young & adult housewives.
From July 2008, Family Mixture brought about refreshing changes in the programmes format with new,
interesting segments for the large variety of listeners among housewives.
The additions imparted a new flavour, touching aspects that not only provided increased entertainment value
but also stimulated listeners involvement as well as generated widespread target response.
A lot happens over tea. Tea time today has ceased to be just
that, it represents a culture, a way of life. When people say,
"Chai pe miltey hain", it isn't just about drinking a refreshing
cup of tea (though it certainly uplifts the experience); it's
spending warm moments with family, meeting and greeting
friends, about new beginning and old comforts, it's about
taking time to be yourself.
Tapal has been a part of Pakistani households for the past 60
years and has become synonymous with tea time. It has been a part of
all your experiences, your high and lows. In this spirit Tapal introduced the Chai
Shai tea caf.
Chai Shai gives you a complete tea drinking experience with a warm comfortable setting that is expected
of Tapal and serving all your favourite Tapal brands.
Currently this concept has been implemented at Makro Ravi Road, Lahore and Makro SITE, Karachi; with
plans of expanding to other Makro Stores and beyond. The core idea behind Chai Shai is to give shoppers
and tea lovers alike a place to sit comfortably and replenish their strength. In big hyper markets like Makro
where people come to buy their monthly groceries, shopping takes a lot of time and effort. What's better
than to have a Chai Shai tea caf near, to revitalize energy and invigorate the spirit?
Chai Shai
20 21
The reason Brand Activation is emerging very fast in the field of marketing is its control and grip over
its consumer base. This field is relatively flexible in comparison to ATL where we can easily customize
our marketing as needed. Be it the Direct Consumer Contact, Float Activation, Event Management,
Public Relation or Branding, it all fits in easily.
One of the key factors of Tapals success is that it has full trust in its Activation Strategy and has always
invested huge amounts in this medium.
Realizing the effectiveness of Activation, Tapal has been exploring almost all the major platforms of
Activation. The following diagram would also elaborate on how Tapal has been engaging and benefiting
its consumer base:
Every aspect has its own importance and a set of different activities come up with a result.
Brand
Activation
Event Marketing is one of the most effective tools of
activation. Tapal has been covering all the areas
where Event Marketing can be done. For example if
we see our religious events such as Ramadan, Eid,
Muharamul Harraam or any other event, Tapal has
been there with its consumers to share an emotional
connection and participate with them. Be it Social
Programs or Sponsorship Events like Dawn Lifestyles,
Tapal has always been there to get its consumers to
experience its Brands in accordance to their respective
target market.
The Sehwan Mela is a one of its kind event, where
thousands of people from all around Pakistan come
and visit the Holy Shrine of Hazrat Lal Shahbaz
Qalander. Different companies setup their stalls and
market their products. Tapal specially arranges its set
of activities for this activity where a beautiful stall is
setup which operates 24 hours a day and fulfills the
needs of its consumers not only by selling its product
on discounted rates but also provides different gifts
against that which ultimately creates a cordial
relationship between Tapal and its consumers. Further
in order to entertain this consumer base, Tapal also
shares major sponsorship in the Malakhra Event
Organi zed by t he Government of Si ndh.
Since buying patterns are changing, consumers have
been more conscious of economizing and budgeting,
therefore moving to shop from Modern Trade or Bachat
Bazaars. Tapal being aware of the changing trends
has also set different stall setups in major Bachat
Bazaars organized by City Government. Brands like
Danedar, Family Mixture, Shades of Green and other
brands of Tapal take deep interest and participate
through discounts, introducing different promotional
activities and selling wet tea to consumers for a
discounted price. Our experienced Brand Ambassadors
are always there to facilitate our valued consumers.
Other than these major events, Tapal also has been
supportive to other small scale sponsorship events
where we sample our products free of cost.
So far we have talked about the occasions where Tapal
has been participating. This does not fulfill the entire
portfolio of Event Marketing. Tapal has also taken it to
organizing its own events and campaigns as well.
Event Marketing
22 23
Altogether 32 teams from all over the Makran belt
were invited at 4 different venues where Qualifying
Tournaments were held, whereas qualifying teams
played a Mega Final Tournament in Turbat.
Amazingly, in a small town like Turbat around 10,000
people attended the Final Match. Players were not
only provided complete facilitation of daily
allowances, transportation but also awarded
handsome cash prizes.
To compliment this activity, a special float was designed
where a mini Football Ground was created and people
were invited to perform various football tricks in order
to create an atmosphere of football fever in town.
Tapal Mezban has had a wonderful relation with its
consumers, where it cares for and provides maximum
facilities to them in addition to being a quality product.
Because Sindhi people are very fond of music, Tapal
Mezban has been organizing different musical concerts
for its consumers. After the successful experience of
last year, this year again Tapal Mezban organized
Mezban Tea Parties in 10 towns of Sindh. Since Sindhi
females usually do not get a chance to go out of their
houses and spare some time to enjoy, these parties
were dedicated to them. We were glad (and a little
surprised as well) with the female turnout. In these
Tea Parties we arranged a complete package of music
with famous artists of KTN & Sindh TV who entertained
the crowd at their best. Our consumers were also
given beautiful gifts and served refreshment. These
shows were later aired on TV as well.
Mezban Tea Parties
Tapal has always been socially responsible corporate
entity. This year Tapal again participated in the Kantio
Eye Medical Camp. This event is yearly organized
in the deprived town of Kantio (Outskirts of Umerkot).
In this event people from all around Thar come and
have their free eye checkup and operations if needed.
Tapal being the main sponsor provided imported
lenses for major operations of patients.
Corporate Social
Responsibility
Consumer Promotion is all about engaging & facilitating
your consumers by an exciting offer. Tapal Tezdum
came up with a unique idea of Consumer Promotion
on a traditional platform of a Float which would create
a buzz in the market. This float was specially designed
with a brand new shiny Motor Bike Displayed on a
rotational platform and special lighting effects. This
float was accompanied by an anchor that created
awareness about the mechanics of the consumer
promotion where our consumers could win the displayed
Motor Bike, bicycles and thousands of other cash prizes.
We also educated our consumers about quality tea.
The float was accompanied by Motor Bike Riders who
displayed their prowess in different Motor Bike stunts,
which attracted a lot of attention.
To compliment this promotion, a stall activity was also
designed where we set many stalls in the same town.
Through these stalls we encouraged our consumers to
buy a pack from the neighboring shop and get a chance
to play wheel of fortune with our team. The best thing
about this offer was that the winning chances were 100%.
In addition, they also had a chance to put the empty
wrapper in our drop boxes and participate in our Grand
Lucky Draw of Motor Bike and other prizes. This activity
not only benefited the consumers but also the Traders
whose stocks were liquidated with ease.
Thousands of consumers participated in the Consumer
Promotion and made this promotion a great success.
Tezdum Consumer
Promotion
Family Mixture enjoys the lions share in the province
of Balochistan in the Tea Category therefore has
special focus in these areas. Since there are not many
activation avenues available in these areas, Tapal
Family Mixture chose the most popular game of the
area i.e. Football, and organized a Mega Football
Tournament last year. This event was a hit and was
so popular that it became the talk of the town.
Following the success of the event, Tapal Family
Mixture organized a Football Tournament again this
year in bigger and better fashion.
Family Mixture Football
Tournaments
24 25
A billboard is a large outdoor advertising structure, typically found
in high traffic areas such as alongside busy roads. Billboards
present large advertisements to passing pedestrians and drivers.
Typically showing large, ostensibly witty slogans, and distinctive
visuals, billboards are highly visible in the top designated market
areas. Bulletins are the largest, most impactful standard-size
billboards. Located primarily on major highways, expressways or
principal arterials, they command high-density consumer exposure
(mostly to vehicular traffic). Bulletins afford greatest visibility due
not only to their size, but because they allow creative "customizing"
through extensions and embellishments.
Tapal tea mostly hires billboards as per requirement of the campaign
on a short term basis. Tapal also has various billboards in rural
areas around the country which were hired on annual basis.
Tapal tea did some extensive outdoor billboard campaigns for
Tezdum and Danedar in the beginning of year which included
wide spread of billboards across the country to demand high-
density consumer exposure.
Billboards and Outdoor
Advertisement
Tapal tea moves on to branding and merchandising activities as per the launch of its various brands.
Following are some branding and merchandising details.
Tapal recently launched Tezdum Hard Pack with its new thematic campaign Tagra Pack. In order
to register the new shape of Tezdum pack we moved on with the in-store and out-store branding on
retail shops, Cinema houses and utility stores in the various target cities.
In-store shelf branding in Makro, Lahore to highlight the visibility and availability of the product.
Tapal Shades of Green launched its Selection Pack campaign in which all three flavors were available
in one pack. In order to create awareness among consumers, In-store branding was done in key
outlets and hyper markets like Makro and Metro Stores, Airport arrivals and departure lawns.
Tapal always dreamt of having a branded cafeteria where consumers can enjoy their Tapal tea with
dining. With the coordination of the Modern Trade department we got a chance to do branding in
the Cafeteria of Makro stores. In this regards we selected Saddar and SITE Makro stores in Karachi,
because of its heavy consumer base. Popular Tapal brands colour and attractive graphics were used.
Tapal is known as a high quality tea and our mission is to be the benchmark of the quality and
creativity. While keeping this scenario in mind we decided to create a corporate branded kiosk inside
the Makro Lahore premises which would be called the CHAI SHAI Kiosk. In this kiosk we serve our
tea to consumers with a warm caf environment.
With the growing realization that brands are one of a firms most valuable intangible assets, branding
has emerged as a top management priority in the last decade. Given its highly competitive nature,
branding and merchandising can be especially important in the retailing industry to influence customer
perceptions and drive store choice and loyalty.
Now the trends of retail branding and merchandising have become an essential part of the modern world
to promote the brand and make it conveniently available for the valued consumers.
Keeping this scenario in mind, Tapal Tea continuously followed the same steps to promote the retail outlets
through various out-store and in-store visibility solutions.
The equity of the brand makes it stronger and helps to create awareness, association, loyalty, toward the
brand; And quality too, as Tapal has always been the part of it.
Branding and
Merchandising Concept
Brand
Visibility
26 27
In course of this project, three team members
visited Germany in November 2008 in order to
acquire expertise and to implement customized
technology that stands out with the distinction in
the high competitive market.
Two engineers from M/S Wolf visited Tapal in
February 2009 for commissioning. Our project
team members gained the technical knowledge
under the consultancy of the delegation regarding
installation, trouble shooting and different
operations related to the project. In the end, our Management and all concerned
team members gathered in the staff canteen to
motivate and celebrate the successful project
completion. In regards to the endeavor Mr. Aftab
F. Tapal has conferred a certificate appreciation
to Mr. Uwe.
Tapal team always looks forward to keeping an
eye on changing technology and understands
the need to be proactive. Together we keep
establishing new standards of excellence.
A
nother Step Tow
ards Success:
Conversion of Cold glue pouches to Hermetically
Sealed pouch of Mezban Dust
The project was put to work in March 2008 and geared up by team members and their expertise,
and was full-dressed in February 2009 with production being started in the first week of March
2009. This project was completely managed and organized in a structured way; from the work
break down structure WBS, sequential task planning, to the scheduling and the optimal time
management.
The Tapal top management guided the
project members at every step and also
paid frequent visits to the project site during
the project execution phase.
Tapal Production
Tapal believes in continuous improvement in processes,
technology and products to satisfy the customers and to produce
healthier and environment friendly products.
After the successful conversion of Danedar soft packs into hermetically
sealed pouches, Tapals Management decided to convert Mezban
Dust tea Hard Pack into to hermetically sealed packs as well.
The reasons to put forward a step towards this change is:
to resolve tea leakage issues
to improve the preservation of product i.e. better shelf life
to maintain tea aroma in pouches
to increase productivity
28 29
Mr. Aftab Tapal paid a visit to the project site
Group Photo of the Project Team members
Mr. Aftab Tapal presenting certificate to Mr. Uwe
Mr. Mohammedi Miabhoy paid a visit to the project site
Mr. Craig and other team members at the project site
BEFORE
Cold glued soft pouch
AFTER Hermetically sealed pouch
Casual Day - Office Humor
A Company decides to adopt Fridays as Casual Day and they issued a Memo to
all departments intimating the same.
Memo 1:
Effective this week, the
company is adopting Fridays
as Casual Day. Employees
are free to dress in the casual
attire of their choice.
Week 1
Memo 2:
Shorts and Track suits are not appropriate attire for
Casual Day.
Week 3
M
em
o 3:
Casual Day refers to dress
only, not attitude.
W
eek 6
Memo 4:
A seminar on how to dress
for Casual Day will be held
at 4 p.m. Friday in the
cafeteria. A fashion show will
follow. Attendance is
mandatory
Week 8
Memo No. 5:
As an outgrowth of Friday's
seminar, a 14- member
Casual Day Task Force has
been appointed to prepare
guidelines for proper casual-
day dress.
W
eek 9
Memo 6:
The Casual Day Task Force
has distributed a 30-page
manual entitled "Relaxing
Dress without Relaxing
Company Standards." A copy
has been distributed to every
employee.
Week 14
Memo 7:
Company is providing
psychological counseling for
employees who may be
having difficulty adjusting to Casual Day.
Week 18
Memo 8:
We are no longer able to
effectively support or manage
Casual Day. Casual Day is
discontinued
W
eek 20
Supply Chain
Tapal Tea Private Ltd explored an opportunity to
improve the quality of the packaging of its products.
Our team comprising Mr. Mohammedi Miabhoy-
COO, Mr. Muhammad Shabbir-GM Supply Chain,
along with Mr. Shahid Hamid-Hansol Agent in Pakistan
and Mr. Atif A. Barry-Director, Rehmpack (Pvt) Ltd
visited the manufacturing plant of Hansol in Seoul,
Korea.
Hansol is one of the largest Paper and Board
Manufacturing Company in the world known for its
superior quality grey back board and purpose of the
visit was to evaluate the capability of Hansol's plant
and to assess the possibility of developing other brands
on Hansol board in future.
Tapal Tea has been quick to adapt and implement
this improved quality packaging and Danedar Hard
Pack was launched on Hansol grey back board
followed by the packaging of Mezban Dust Hard Pack
to cater our high speed Bag in Box lines of tea
packaging. Family Mixture Hard Pack is also planned
accordingly.
A market visit was also in Seoul-Korea revealed that
Tapal is effectively catering to the ethnic market which
prefers Tapal's strong and traditional taste over other
tea brands.
Visit to Korea
30 31
Resource
Hum
an
32 33
To portray our enthusiasm for team effort, the
Thi rd f ri endl y Ramadan Ni ght Cri cket
Tour nament was pl ayed out at an
interdepartmental level on 12th September 2008
at Dream World Resort Karachi. This cricket
tournament was intended to bring the personnel
of the Company together for a fun night out.
Total of six teams participated in the tournament.
The final was battled between Finance and PMQ
/ Administration Department Teams. The Finance
Department Team defended last years winning
title and came out as the winner once again.

During the cricket tournament, Tapal family

members were served with Tapal Danedar and
Tapal Ice Tea from ground tea stalls followed
by a lavish Sehri Buffet after cricket matches.
Mr. Imran Nasar Rathore received the Man of
the Match award. The wining team was invited
for a marvelous dinner at the famous South
African restaurant-Nandos.
Cricket Mania
Hajj Mubarak
MANAGEMENT STAFF
Moiz Ali
Tea Planning Manager
Mufaddal Mansoor Mukhi
Modern Trade Manager
Assessment Center
Working towards the principles of merit and
performance, our approach has always been
to identify and assess our own pool of internal
talent for available positions prior to referring
other sources of recruitment.
In order to fill Zonal Sales Manager positions,
an assessment was held at the Karachi office.
The participants of this activity comprised of
high performing Territory Sales Executives from
different areas of the South region.
The assessment required each candidate to
perform an In-Basket exercise which involved
using the data provided to deliver a presentation
to a panel of evaluators followed by a series of
behavioural interviews.
The panel of evaluators comprised of the Chief
Operating Officer, General Manager Sales,
Talent Manager, Sales Manager and the Human
Resource Manager. The assessment was held
over 4 days and as a result 4 highest performing
candidates were promoted.
The Assessment Center has proven to be a very
effective and fair method for evaluation of
managerial potential.
Picture of the newly promoted ZSMs:
Shuja Haider Zaidi, Kamran Ahmed, Hasan Ali Rizvi and Musharaf Ali
along with GM Sales and Sales Manager South.
School Visits
To know where your tea comes from is in itself an
educating experience. To add more to the knowledge
of our nations young bright stars, Tapal hosts many
school visits to its tea manufacturing factory.
The students are given an interactive guided tour
of the facility, with the trip being concluded with a
joyful exchange of exciting gift bags for teachers
and children.
Having these young aspiring students visit the Tapal
Tea factory is a delightful and an educational day
for all of us.
The captain Mr. Khalid Mehmood receiving Winners Trophy
presented by Mr. Aftab Tapal CEO Tapal Tea Private Limited.
Winning Team
34 35
TIMS (Tapal Integrated
Management System)
Tapal has always been directed towards strengthening its business by focusing on long term
goals, enhancing productivity, improvement in quality and contributing towards a safer and
healthier environment.
As we all know along with quality there are many other requirements such as environment,
food safety, occupational health & safety and information security which a business must
comply with today. In an ideal scenario, the organization should have a system that should
address all of these objectives at once.
Since ISO 9001 standard is currently being revised to ISO 9001:2008 Tapal has taken a
strategic decision to capitalize this opportunity of revisiting QMS for the integration of other
management systems, like: ISO 9001:2008 (Quality Management System), ISO 14001
(Environment Management System), OHSAS 18001 (Occupational Health & Safety System),
ISO 20000 ( Information Security System) and ISO 22000 ( Food Safety System). This integrated
system has been titled as "TIMS"- Tapal Integrated Management System.
A Training session was conducted on MS-Excel on 17-Dec-08 by Mr. Hasnat Ali Shah, Cost
and Inventory Manager. The session was attended by a team of cross functional participants in
order to give a thorough understanding of the functions of MS-Excel through exercises on how
to use the program with respect to different job roles and situations.
In order to improve productivity, raise employee morale, and remain competitive in todays
aggressive global environment we organize numerous international and local external trainings.
Some of these knowledgeable sessions have included:
A team of Tapal which included Syed Arshad
Sohai l ( GM PMQ) , Mr. Shahi d Al am
(Engineering and Projects Manager) and Mr.
Mehmood Sharif (Maintenance Executive) visited
the factory in Germany to understand the
installation & commissioning of our New
Product Lines.
Marketing 2.0
Information Security Implementation and
Management
Schuitema Coaching and Mentoring Workshop
Depreciation, Amortization, Intangibles and
Capex Income Tax Ordinance 2001
Logic and Leap
Advanced Project Management
Trainer In-house Training
Mr. Shahid Alam PLC Parameter Setting & Operation
Mr. Zeeshan Ganatra Demand & Supply Planning
Mr. Hasnat Ali Shah MS- Excel
Mr. Salman Ahmed Consumer Handling
External Trainings
Wolf Verpackungsmaschinen Gmbh
Training & Development
In-house Training
Training employees in their own working
environment, with equipment they are familiar
with and people they interact with on a daily
basis, contributes in better understanding and
job performance.
We are proud to have identified our in-house
pool of talent (Specialists in their respective fields)
providing them the opportunity to share their
valuable skills and experience with other member
of the Tapal family. As a result we have a highly
motivated team of Internal Trainers who have
conducted numerous sessions.
We would like to thank the following people for
taking out their time and going the extra mile:
In-house MS - Excel Training on 17-Dec-08
Creating Entrepreneurs
How is it that a company becomes a household name? Such growth and success becomes
possible due to the vision of leadership backed by a dedicated team. The composition
of the workforce at Tapal comprises of new entrants who have joined the organization
in the last couple of years and a number of senior colleagues whose seniority is defined
more in terms of the tenure of service rather than the age of their lifeline. At times such
team members feel a need for change, having performed in similar job roles for more
than a decade.
In order to utilize the talent in the most optimum manner the organization came up with
a "Create an Entrepreneur Program" by virtue of which 4 employees of the Sales
Team were offered an opportunity to use their entrepreneurial flair and set up their
respective distribution services company.
The criterion for selection of these employees was solely based on their performance
capabilities and a seamless track record of dedicated service with the organization.
These 4 members then sought voluntary separation and made their initial investment to
set themselves up as distributors of the organization.
This one of a kind initiative proposed by the Chief Operating Officer, Mr. Muhammedi
Miabhoy and approved by the Chief Executive Officer goes to reinforce the shared values
of the organization whereby passion for creativity in business practices and creation of
leadership is emphasized.
These dedicated team members include.
- Syed Sadaqat Ali
- Abbas Masood
- Hashim Ali
- Mobin Ansari
The management rests assured that such initiatives will add further value to the working
culture and HR practices of Tapal.
36
MANAGEMENT STAFF
Shakeel Abbas Tea Quality Manager 8-Aug-08
Ishrat Ali khan Tea Room Officer 13-Aug-08
Amjad Hanif Executive Warehouse 11-Oct-08
Imran Ali Planning & Budgeting Officer Finance 20-Dec-08
Newly Weds!