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INTRODUCTION TO COMPANY
The journey of Tapal's remarkable success is the combined efforts of three dynamic generations of the Tapal Family. In 1947, Tapal started out as a family concern under the personal supervision of its founder, Adam Ali Tapal. Against tough competition Adam Ali's unique blend, later named Family Mixture, became a hot favorite and eventually the largest selling brand in the unorganized tea market. From this auspicious beginning, Tapal moved from success to success introducing tea brands to suit every taste and pocket, sold from its retail outlet in Jodia Bazar, Karachi. The quality of Tapal teas soon became legendary and people from all parts of Karachi started lining up at the outlet to purchase tea. For their convenience, tea distribution was initiated to retail outlets around the city. The company continued to grow under the management of the founder's son, Faizullah A. Tapal. Today Tapal Tea is managed by the founder's grandson, Aftab F. Tapal. He introduced new tea concepts and developed a wide range of tea blends catering specifically to the tastes of people throughout Pakistan. His progressive outlook resulted in giving further strength to the foundation of quality laid by his family. Making a modest beginning over half a century back, today Tapal has become the largest, 100% Pakistani owned tea company in the country. It has modern tea blending and packaging factories, warehouses equipped with state-of-the-art equipment and a team of highly dynamic professionals headed by Aftab Tapal himself.
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Tapal A Family Name A hot cup of tea at 7:30am at the breakfast table just before rushing out for the office and not forgetting to drop the kids to school; in the afternoon after a stressful morning at work; while sitting in the garden with friends at 6pm in the evening; at night with family enjoying precious moments; on a late Sunday morning in bed- Tea is an integral part of our lives. And Tapal is the favorite tea brand for people in Pakistan. Here is why…. A saga of success There is no secret formula or mythical story to Tapal’s phenomenal success and growth. The company’s foundations are based entirely on hard work, dedication, and innovation of unique tea blends. Tapal has won the hearts of countless consumers throughout Pakistan and the rest of the world through these principles. Tapal’s deep rooted culture and core values differentiate it from its competitors. It is built on sound principles and practices; not dominated by a group of individuals. Its greatest asset is its people, and the consistency of principle and policy give direction. A vision for the future A company that has grown with the country, Tapal Tea looks forward to even greater progress and innovation in the years to come. It remains committed to providing the people of Pakistan with only the highest quality products and improving their lives in whatever little way possible
A Commitment To Quality "Never compromise on quality" has been the motto at Tapal since the very beginning. This commitment to quality has resulted in a high level of customer satisfaction and unflinching brand loyalty. In December 1997, Tapal Tea became the first Pakistani Tea Company to earn the ISO-9001 certification: a symbol of the highest international quality standards. Again in December 2000, Tapal acquired the ISO9001: 2000 certification, making it one of the first few companies in the world to achieve this milestone. In addition to the standard requirements, the ISO9001: 2000 certification system includes INSTITUTE OF BUSINESS &TECHNOLOGY 2
requirements for environment improvement, concepts of TQM (continuous improvement) with major emphasis on consumer requirements and satisfaction. The Management and the employees of Tapal Tea (Pvt.) Ltd. are committed: To produce products that meet the customer's requirements & expectations. To fulfil the requirements and effectiveness of the quality management system through continual improvements. By constantly reviewing / updating the relevant quality objectives of products & processes. To participate as teams or individually towards the improvement of processes, personnel, environment & ethical values. Always on the move, Tapal Tea is honored to have taken the lead in a number of areas in the tea industry. Tapal has been: The first to introduce soft packs in the country. The first tea company to introduce metal-free tea bags. The first to develop an entirely new blend and category-Tapal Family Mixture (the mixture of leaf & dust). The first to invent the highly successful brand Danedar Leaf Blend. The first to market Kenya teas in Pakistan. The first tea company to be awarded the ISO 9001/2000 Quality Certification
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LIFE BALANCE IN TAPAL Tapal thrives on the pulse of its stakeholders. Internal confederates are key components that signify the universal values of Tapal. In this context the common approach has always been to assure the provision of a well designed and comfortable working atmosphere. The environment at Tapal has been very cautiously and painstakingly developed. Through successive transitions, honest effort has been made to provide an optimum balance between personal life and work enabling employees to enjoy work and personal time with their families and friends. Numerous policies and practices assure the provision of this balance. Some are as follows: Tapal strictly adheres to an 8:30 to 5:30 working day. Apart from infrequent projects , employees generally will be seen leaving the premises by 5:35 pm. The company operates on a 5 day working week, meaning a reasonable weekend with Saturday’s and Sunday’s off. As a general policy Tapal provides company arranged commutation facility for employees. Members in junior grades travel to and from their homes through a pool of Coasters and Hiace Vans. Members in senior grades are provided with company maintained cars. Although it is not advised to allow users for late sitting. I.S. Department is committed to extend its facilities as far as possible. For this purpose since Warehouses, logistic and Production are being done in night shift also, we are providing Central Servers available till 10:30 pm to facilitate these departments. We can further extend this availability in future as per the organization’s needs. Special care is taken during heavy rains and strikes to assure safe and timely transition for the employees from their homes and back. INSTITUTE OF BUSINESS &TECHNOLOGY 4
In summary all team members are given every opportunity to manage their time intelligently while at work so that a relaxing and productive mode is maintained throughout their personal and professional lives.
Strong distribution network Tapal has a distribution network spread across Pakistan, from Karachi to Khyber with over 400 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. Research & development–an ongoing process Tea blending and tasting is both an art and a science and Tapal prides itself on having mastered both the aspects. Tapal has adroitly judged the olfactory senses and keenness of the taste buds of their patrons, resulting in the creation of various wellknown brands. Aftab F. Tapal is a well-trained and
highly experienced tea taster of the country and is recognized as a qualified tea specialist worldwide. Tapal's tea managers have been trained at home and abroad in this very rigorous and specialized discipline, and have frequently travelled to leading teaproducing countries searching for better teas. Tapal is a research-oriented company. It subscribes to and conducts various researches in the area of retail audits, consumer behavior, media planning and product development. This research is used for continuous improvement in product quality, brand positioning and communication according to the changing requirements of the consumers. Consistency and quality are the two keystones of Tapal's production policy, and the Quality Control Department at Tapal ensures that flavor and freshness is never compromised. That's why all the brands, whether Danedar, Tapal Special or Tapal Family Mixture, always taste exactly as expected; retaining aroma and freshness till the last sip.
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Human resource management
Tapal's management philosophy is based on the traditional values of the Tapal family; values that were based on good business sense such as establishing a tea-shop in the business area of Jodia Bazaar. This mix of tradition and innovation has become the hallmark of the winning Tapal strategy. The company is managed by a dedicated team of highly qualified and experienced professionals with diverse experience. Some of the key features of the management philosophy are: Accessibility-Open Door Policy On-Going Training & Development Discipline & Respect at every level Participative Management Style Performance Appraisal System Excellent Employee Compensation
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Tapal Danedar Pioneer of the Danedar category in Pakistan, Tapal Danedar remains a favorite around the country with its grape-nutty appearance, rich golden color and strong refreshing taste. In fact its popularity is such that other companies have launched their own versions of this blend, but Tapal's remains the original and ultimate Danedar because of its unique color, aroma and taste. Also available in double chamber tea bags, today Tapal Danedar enjoys the position of the "No.1 Tea Brand" in Pakistan. Tapal Family Mixture A unique combination of high-grown Kenya leaf and dust tea, Tapal Family Mixture is the pride of Tapal. Developed 1947, it created a completely new category in the tea market. It gives a refreshing aroma of leaf and the strong taste of dust- together in one cup. It is the blend that started the Tapal success story and many other companies followed Tapal in introducing similar blends. INSTITUTE OF BUSINESS &TECHNOLOGY 7 in
Tapal Safari Chai Tapal Safari is made from the finest Kenya leaf teas and provides extra cuppage of great tasting tea to the consumer. Tapal Safari chai, with a safari theme, is aimed at adventurous people.
Mezban Premier Dust A full-flavored dust that delivers high quality at a very economical price, Mezban Premier Dust is the blend for consumers who prefer tea with a strong flavor & taste. Originally developed for hot tea shops, Mezban has become a favorite amongst household consumers as well. is the most popular brand of tea in Sindh. The name of the brand itself is a characterization of the typical hospitality that is inherent to and a matter of pride for the people of Sindh. Chenak Dust Highly popular in Sindh, Chenak is known for its extra strong flavor, color and taste. As a result of these features and high quality of tea it is No.1 in its category
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Tapal Special Teabags The unique flavor of high grown leaves especially selected from the finest tea gardens in the world make Tapal Special Teabags a treat at any time. The combination of an extra strong blend with the convenience of environmental friendly metal-free tea bags has made Tapal Special an instant hit with consumers.
Tapal Jasmine Green Tea Tapal Jasmine Green Tea is the most recent addition to Tapal Brands. Tapal Jasmine Green Tea is blended to perfection using the finest tea leaves and specially selected Jasmine to give a refreshing experience of light taste and soothing aroma. It is available in metal-free tea bags specially enveloped for extra freshness. Gulbahar Green Tea Green tea lovers around Pakistan regard Gulbahar as a special treat. Perfect as an after dinner option, Gulbahar remains a perennial favorite due to its refreshing flavor. Tapal Tezdum INSTITUTE OF BUSINESS &TECHNOLOGY 9
The latest addition to Tapal's successful brands is Tezdum tea.The biggest attribute of Tapal Tezdum is its extra strong taste, which is making it popular amongst the people who liketheir tea strong. Tapal Tezdum is the first tea brand in Pakistan to be introduced in attractive silver-foil, moisture-proof sachets. They maintain the freshness, aroma and taste of theeaand the consumer gets the product in the best condition possible. Tapal Special Round Teabags Tapal earned a unique distinction in 2003 as it became thefirst tea company to introduce hassle-free, extra strong round teabags in Pakistan. With no strings attached, these teabags are easy to use and their shape guarantees an ideal infusion of taste and aroma for a refreshing, strong cupof tea.
Our Chosen Brand
Mezban Super Dust A full-flavoured dust that delivers high quality at a very economical price, Mezban Premier Dust is the blend for consumers who prefer tea with a strong flavour & taste. Originally developed for hot tea shops, Mezban has become a favourite amongst household consumers as well. It is the most popular brand of tea in Sindh. The name of the brand itself is a characterization of the typical hospitality that is inherent to and a matter of pride for the people of Sindh. Tapal Mezban Dust has an attractive leaf appearance, which is neat, black and grainy. It is the finest quality dust blend which is carefully selected for its quick liquoring characteristics. INSTITUTE OF BUSINESS &TECHNOLOGY 10
Only high grown Kenyan teas are used for this blend due to their high concentration of flavour and strength. Mezban Dust has a smooth, thick and full cup with an irresistible aroma making it a perfect cup at any time of the day. A small quantity of Mezban Dust produces several cups, which makes it both suitable for domestic use but even more for the hot tea shop consumers who prefer a quick strong bright cup. It gives more cuppage and stays lively long after it has been brewed
Mezban was launched in the 90s as one of the premier ‘Dust Tea’ brands of Sindh and a valuable addition to Tapal’s family of tea brands. Originally developed for the hot tea shops, it has today become a household favorite amongst a diverse range of socioeconomic classes. The positioning of the brand has been strategically achieved to symbolize the bonds and relationships that underscore the human equation for the people of Sindh along with celebrating their rich heritage and culture. Its tagline, ‘Yeh Rishton Ki Shaan hai Yehi Mezban Hai’ further reinforces the Brand essence of fortifying relationships through hospitality. Mezban has also dutifully carried out its corporate social responsibility by providing free medical aid to scores of under-privileged people in Sindh through free medical camps from the platform of ‘Humqadam’. With its round-the-year humanitarian activities, Mezban continues to touch the lives of millions in Sindh and beyond, entrenching its status as a brand that values human relationships. Despite facing stiff competition from multinational and smaller mushroom brands in the market, Mezban continues to shine as a major success story in Sindh and the undisputed leader in the dust category. Presently, Mezban as a brand is geared to expand and is ready to explore new horizons and achieve greater heights. With its legacy of impeccable quality and taste, Mezban is indeed the preferred brand of the people of Sindh whose lives it has helped to enrich. INSTITUTE OF BUSINESS &TECHNOLOGY 11
Nutrition Facts Serving Size 1 tea spoon(2g) Amount Per Serving Calories 0 % Daily Value* Total Fat 0g Sodium 0mg Potassium 25mg Total Carbohydrate 0g Protein 0g Not a significant source of calories from fat, saturated fat, cholesterol, dietary fiber, sugars, vitamin A, Vitamin C, calcium and iron. * Daily values are based on a 2,000 calorie diet. 0% 0% 1% 0%
Without customers, a business cannot survive, although this may seems, and despite the widespread adoption of the marketing concept. The term customer refers to not only to current customer for a given product but also to both customers of the competitor and current non-customer of the product. Though we are going to talk about our product TAPAL MEZBAN, Mezban Premier Dust is the blend for consumers who prefer tea with a strong flavour & taste. Originally developed for hot tea shops, Mezban has become a favourite amongst household consumers as well. It is the most popular brand of tea in Sindh. A small quantity of Mezban Dust produces several cups, which makes it both suitable for domestic use but even more for the hot tea shop consumers who prefer a quick strong bright cup. Each customer is unique to some degree. As a consequence, target marketing is typically efficient for the product like tea, because tea is the product, which is being used by all age INSTITUTE OF BUSINESS &TECHNOLOGY 12
customers, children, male, female, young as well as old age people, but .they differ according to their taste. Here Tapal specially target those customer those wants strong tea, and when TAPAL MEZBAN was launched, it was particularly for the small hotels in the interior sindh, those who specially offer tea in their menus, according to a survey, Baluchistan and Sindh are two provinces where the consumption of tea in the small hotels in the villages are at the peak, that’s why TAPAL takes it as an opportunity to introduce TAPAL MEZBAN for this segment. But due to finest quality and excellent relationship management with the customers Mezban has become a favorite amongst the household consumers as well, this was the great achievement for the Tapal because they got beyond from their expectations from TAPAL MEZBAN in sindh. Tapal always try to make their customers happy, this year they gave some very excited consumer engagement activities. Demo activities where they targeted female household and interacted with them in their neighborhood providing them information about the brands, selling deals, generating trails through wet tea sampling. This activity was performed in the purely brand focused towns. They also carried door to door selling. Other than branded floats were run with the different consumers engagement activities. These floats engaged girl’s school, college students and residents, TALLY CHARTS CUSTOMER’S ANALYSIS Customers Hot Tea Shops Housewives Professionals Others Tally //// //// //// //// /// //// //// /// Total Frequency 5 18 9 3 35
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This Graph is designed after conducting survey in two different cities Karachi and Shikarpur. This graph shows that 51.40% are housewives who play a major role as being the direct customers of mezban tea, and Hot Tea Shops are placed on 2nd number and then Students at 14.20%.
COMPETITOR ANALYSIS Competitor analysis has received more attention in recent years. In slow growth market, sales growth must come from the competitors. With the shorter product life cycle, product manager must recoup the investment in the shorter period of time. It would be a mistake to assume that gathering competitor intelligence is only carried by large organizations, infact small companies can make profits from every small activity they perform.
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Why don’t all firms have a formal reporting system designed to collect and analyze information about competitor? After all in some companies managers are trained to make competitive intelligence about everyone’s business. There can be many reasons to not collect the competitor information. May be company is overconfident about their product; it can also reduce the willingness to collect the competitor information. A second reason can be for insensitivity to competition is uncertainty about where to collect the necessary information and how to analyze it. It may be an ethical consideration, fearing that either illegal methods or dirty tricks have to be used in order to obtain information. TAPAL is operating in a market that is flooded with many competitors. Every tea product in the market is offering more or less the same attributes. At present the breakup of the competitors looks something like this, If we look overall than every tea is a competitor of another one, but mainly TAPAL MEZBAN have only one Direct Competitor that is PEARL DUST from the UNILEVER.
Brook Bond A1
Brook Bond Supreme
Lipton Pearl Dust is the Sindhi soul that imbues intimacy and warmth in a couple’s relationship. Launched in 1984 this dust tea brand has become the largest Sindhi tea brand. Sindh a land renown for its strong traditions & culture, passion, and hospitality is Pearl Dust’s citadel – a phenomena in the making. INSTITUTE OF BUSINESS &TECHNOLOGY 15
The Pearl logo has acquired an iconic status. Tea in Sindhi culture is taken very seriously; it is the cornerstone of hospitality and can make or break relationships. Tea is integral in building an atmosphere of intimacy between a husband and wife.
In a society where traditions run supreme, Pearl Dust gives the couple a chance to share a personal moment together. Pearl Dust is a testament to the couple’s relationship and their future.
segmentation is the practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing, such as age, gender, interests, spending habits, and so on. Using segmentation allows companies to target groups effectively, and allocate marketing resources to best effect traditional segmentation focuses on identifying customer groups based on demographics and attributes such as attitude and psychological profiles. Value-based segmentation, on the other hand, looks at groups of customers in terms of the revenue they generate and the costs of establishing and maintaining relationships with them Customer segmentation procedures include: deciding what data will be collected and how it will be gathered; collecting data and integrating data from various sources; INSTITUTE OF BUSINESS &TECHNOLOGY 16
developing methods of data analysis for segmentation; establishing effective communication among relevant business units (such as marketing and customer service) about the segmentation; and implementing applications to effectively deal with the data and respond to the information it provides. Segmentation for TAPAL MEZBAN is a form of critical evaluation rather than a prescribed process or system, and hence no two markets are defined and segmented in the same way. However there are a number of underpinning criteria that assist us with segmentation: Is the segment viable? Can we make a profit from it? Is the segment accessible? How easy is it for us to get into the segment? Is the segment measurable? Can we obtain realistic data to consider its potential? There are many ways that a segment can be considered. For example, the auto market could be segmented by: driver age, engine size, model type, cost, and so on. However the more general bases include:
by geography - such as where in the world was the product bought. by psychographics - such as lifestyle or beliefs. by socio-cultural factors - such as class. by demography - such as age, sex, and so on. A company will evaluate each segment based upon potential business success. Opportunities will depend upon factors such as: the potential growth of the segment the INSTITUTE OF BUSINESS &TECHNOLOGY 17
state of competitive rivalry within the segment how much profit the segment will deliver, how big the segment is, how the segment fits with the current direction of the company and its vision. Now if we talk about the TAPAL MEZBAN’s Segmentation than it is purely based on geographic and behavioral bases, according to geographic Tapal target purely sindh, and the socio-culture factor is also involved, and by the help of behavioral segmentation they came across to know that sindhies are very sensitive about the tea, as the TAPAL MEZBAN was initially focusing on Hot Tea Shops, where the people like strong flavor of tea.
Targeting is the second stage of the SEGMENT "Target" POSITION (STP) process. After the market has been separated into its segments, the marketer will select a segment or series of segments and 'target' it/them. Targeting is the process of identifying audiences, markets, specific sections or clusters and also individuals that match known characteristics (especially propensity to buy); and using this information in the design and content of marketing campaigns that reach and appeal to these certain classes or types. INSTITUTE OF BUSINESS &TECHNOLOGY 18
TAPAL MEZBAN has used selective Targeting strategy, The first is the single segment with a single product. In other words, the marketer targets a single product offering at a single segment in a market with many segments, as Tapal Mezban choose to target segments based on the geographical and behavioral aspects. Tapal has effectively used Cultural factor to target their customers, as we have discussed earlier that actually Tapal Mezban was targeted to the hot tea shops, but later on it was gaining its popularity among the households, in that way TAPAL MEZBAN got the another target market.
Tapal is effectively targeting its segments through targeting the culture
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The third and final part of the SEGMENT - TARGET - POSITION (STP) process is 'positioning.' Positioning is undoubtedly one of the simplest and most useful tools to marketers. After segmenting a market and then targeting a consumer, you would proceed to position a product within that market. Remember this important point. Positioning is all about 'perception'. As perception differs from person to person, so do the results of the positioning map e.g what you perceive as quality, value for money, etc, is different to my perception. However, there will be similarities. Products or services are 'mapped' together on a 'positioning map'. This allows them to be compared and contrasted in relation to each other. This is the main strength of this tool. Marketers decide upon a competitive position which enables them to distinguish their own products from the offerings of their competition (hence the term positioning strategy). The term 'positioning' refers to the consumer's perception of a product or service in relation to its competitors. You need to ask yourself, what is the position of the product in the mind of the consumer? six-step question framework for successful positioning: 1. What position do you currently own? 2. What position do you want to own? 3. Whom you have to defeat to own the position you want. 4. Do you have the resources to do it? 5. Can you persist until you get there? 6. Are your tactics supporting the positioning objective you set?
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The positioning of the brand has been strategically achieved to symbolize the bonds and relationships that underscore the human equation for the people of Sindh along with celebrating their rich heritage and culture. Its tagline, ‘Yeh Rishton Ki Shaan hai Yehi Mezban Hai’ further reinforces the Brand essence of fortifying relationships through hospitality. Mezban has also dutifully carried out its corporate social responsibility by providing free medical aid to scores of under-privileged people in Sindh through free medical camps from the platform of ‘Humqadam’. With its round-theyear humanitarian activities, Mezban continues to touch the lives of millions in Sindh and beyond, entrenching its status as a brand that values human relationships. Despite facing stiff competition from multinational and smaller mushroom brands in the market, Mezban continues to shine as a major success story in Sindh and the undisputed leader in the dust category. Presently, Mezban as a brand is geared to expand and is ready to explore new horizons and achieve greater heights. With its legacy of impeccable quality and taste, Mezban is indeed the preferred brand of the people of Sindh whose lives it has helped to enrich.
Tapal has used different social and cultural positioning strategies, to create the trustful image of the Tapal in the minds of their target customers like
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MEZBAN FREE MEDICAL CAMPS In line with the Mezban’s continuous commitment to faster and cultivate memorable and lasting relationship with its values consumers, free medical camps were successfully arranged in kot ghulam Muhammad, jhat pat and Mirpur Mathelo with the help of Tapal’s charity wing Hum Qadum.
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Musical Concerts Between the January and the April, Mezban Organized a number of exciting mega concerts in sujawal, tando Allah Yar, Shikarpur, Dadu and Larkana, there grand shows provided the entertainment starved people of the sindh with some delightful and unforgettable evenings.
There are hundred of other activities like
BHIT SHAH MELA
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SWOT Analysis Strengths: Always on the move, Tapal Tea is honored to have taken the lead in a number of areas in the tea industry. Tapal has been: The first to introduce soft packs in the country. The first tea company to introduce metal-free tea bags. The first to develop an entirely new blend and category-Tapal Family Mixture (the mixture of leaf & dust). The first to invent the highly successful brand Danedar Leaf Blend. The first to market Kenya teas in Pakistan. The first tea company to be awarded the ISO 9001/2000 Quality Certification Weaknesses: Tapal`s competitors are such as lipton which are internationally well known and are in the market before Tapal came into being. So the revenue generation of this company is more than Tapal. As Tapal is totally Pakistani based company so it is not usually preferred abroad, so the export of this product is almost nil. Opportunities Tea is mostly in demand in the local areas. And Tapal is easily reachable in such areas because of their accepted prices and varieties according to the taste of consumers. Threat The greatest threat to Tapal is their local competitors, such as Tetley, A1 karakchap. Tapal keeps a close look on the activities of their products. And fluctuate their prices and offers great discounts and attractive prizes to be in market and to be in competition. INSTITUTE OF BUSINESS &TECHNOLOGY 25
Product: ‘TAPAL MEZBAN Tapal Mezban Dust has an attractive leaf appearance, which is neat, black and grainy. It is the finest quality dust blend which is carefully selected for its quick liquoring characteristics. Only high grown Kenyan teas are used for this blend due to their high concentration of flavour and strength. Mezban Dust has a smooth, thick and full cup with an irresistible aroma making it a perfect cup at any time of the day. A small quantity of Mezban Dust produces several cups, which makes it both suitable for domestic use but even more for the hot tea shop consumers who prefer a quick strong bright cup. It gives more cuppage and stays lively long after it has been brewed. Pricing: TAPAL MEZBAN has actually targeted the middle class and lower class, so its price is lower than the other Tapal Products and lower then their Competitors. Place: Tapal has a distribution network spread across Pakistan, from Karachi to Khyber with over 400 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 Promotion: will stand out on the shelf due to its unique colored package. The packaging is environmentally friendly. The packaging design and color is also pleasing and soothing for the eye. Different activities mentioned above are being used for the promotion.
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As we knew that Tapal Mezban was targeted for the middle and lower level classes of the interior sindh, and specially for the small town hotels, those who are offering specially tea in their menus, but due to TAPAL being a Famous brand, Tapal Mezban was highly appreciated by households too, and majority of families have started consuming Tapal Mezban, There fore we come up with the Repositioning strategy for the Tapal Mezban, and our slogan will be “KHUSHYAN JI PEHCHAN TAPAL MEZBAN” this statement shows the true color of the Family, that Your Happiness is represented by Tapal Mezban, and the packaging will be in total green and Blue color, with picture of Family and in the background there will be pattern of AJRAK. Because of the hospitality factor that is the essence of the sindh’s culture,we can relate the TAPAL MEZBAN with this, giving a new thought to the customer’s (the households) that it’s the only tea brand that will go well with it. Another important thing is that the Oatak Culture is very common in Sindh and mainly the Oatak sittings are accompanied with the cup of tea,that’s why we will promote our brand Tapal Mezban as an association with the Oatak sittings.
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