Marketing Management

Subject: Final Project on Tapal Tea

Submitted To: Mr. Kamran Saeed

Submitted by: Sonam Gulzar

Roll No. MHRM-F19-0002

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I, choosing Tapal Tea products because
from the beginning of my life, we have used
Tapal Tea,

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 Table of Contents
 Executive Summary
 Marketing Profit
 Company Introduction
 Competitors Analysis
 Product Portfolio
 Place/Distribution Details
 Pricing
 Promotion
 Vision
 Mission
 Brand Descriptive
 Objective
 Tapal Danedar the Success Story
 Tapal Danedar (Teabags) A Taste of Convenience
 Tapal Family Mixture Blending the Best
 Tapal Shaded of Green a Healthy Lifestyle is a Green Lifestyle
 Tapal Tezdum the Action Packed Favorite
 Tapal Chenak A Golden Winner
 Tapal Gulbahar A Tradition of Excellence
 Tapal Special Tapals’ First Teabag
 Target Marketing
 Marketing Segmentation
 Competitors Analysis yes
 Swot Analysis
 Opportunities
 Weaknesses
 Strong suit
 Fears
 Alternative Solutions
 Reason of Failure
 Sources
 Reason of selection

Exective Summary
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From the dimmest of history when around 2727 B.C. a few leaves of a wild
shrub tea blew into the royal bowl of boiling water being sipped by the legendary
Emperor Shah Nung, known as the Divine Husbander as well as a patron of arts.
Tapal Tea here brought tea from the royal bowl to the common man's cups as the
most sought after beverage the country over. Under the management of the founder's
son, Faizullah A. Tapal, the company
continued to grow and innovate. Currently it is being managed by the founder's
grandson, Aftab F. Tapal who has continued giving further strength to the
foundations of quality laid by his family. After studying abroad, Aftab F. Tapal
returned to introduce professional management and unique production ideas into
the business. His progressive outlook resulted in the total automation of the tea
plants in Karachi. Their motto "Never Compromise on Quality" remains the by word
on the lips of all engaged in producing Tapal Tea that has resulted in customer's
brand loyalty and their unflinching addiction. The testimony of their quality has
made them the first tea company in Pakistan to earn the ISO-9001:2000 Quality
Certificates. Pioneer of the Danedar category in Pakistan, Tapal's Danedar remains a
firm
favorite around the country with its grape-nutty appearance, rich golden color and a
strong refreshing taste. In fact its popularity is such that several multinationals have
launched their own versions, but Tapal remains the original and ultimate Danedar
because of its unique color, aroma and taste. Color and a strong refreshing taste are
its most significant attributes. Tapal is proud to have been a part of Pakistan's history
since its inception. As a company they have grown and flourished together with the
great nation. Founded by Adam Ali Tapal, the company first started marketing a
number of quality blends to Pakistani consumer market through continuous
innovation and research and development they gain 41% share of Pakistani market.
They still are growing and hope to be a leader in a market in coming years.

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Marketing Profit

Introduction
Tea is a truly international beverage that is savored by people
worldwide
because it can relax as well as revive you – it’s a way to enjoy
family time, bond with
friends or re-energize during a busy day.
Across Pakistan and now around the globe, more and more tea
lovers are
choosing a heartwarming cup of Tapal tea! That is why Tapal with
over 62 years of
experience in the art of tea blending has created an entire range of
world-class
brands that can be savored in the morning, sipped at noon or
relished at night. A
team of 300 professionals ensure that your favorite Tapal Tea meets
and exceeds
international standards. No wonder this family concern is today a
leading FMCG, company marketing some of Pakistan’s best-selling
blends with an ever-growing fan base around the globe.
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Competitors Analysis

Product Portfolio

Place/Distribution Details

Pricing:
Pricing is most important fact of any products, which we buy, tapal
as high to medium cost/price product and also offer super quality
tea in reasonable price, and further more tapal follow going rate
pricing strategy, in which it bases at price huge on competitor price
that unilever, besides of competition in the market tapal did not
increase their product price which is to be out of range of customer,
tapal always keeping lower price of their brand other than unilever.

Promotion

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Vision
To provide value and quality to our consumers, our aim is constantly to
provide world class service for our customers, deliver value for our products and
make Tapal a great place to work for our employees. We aim to have a reputation
for innovative thinking in the areas that matter to our customers. To be an
innovative, marketing and research oriented company
Mission
“To satisfy our stake holders as a guiding principle in our principle be a
benchmark for quality, creativity and ethical values.”

Brand Description

01. Tapal Danedar/Tea bags

02. Tapal Tez Dum

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03. Tapal Chainak
04. Tapal Tezdum
05. Tapal Gulbahar
06. Tapal Mezban
07.Tapal Special etc
Tapal Dan-e-dar the Success Story
Tapal Danedar is the flagship brand of the
company and the name has become synonymous
with Tapal’s reputation as a market leader and
innovator. First introduced in Pakistan in 1987,
this unique blend retains its leadership position
because of an extremely loyal following of tea
connoisseurs across Pakistan and the globe.
The name ‘Danedar’ is evocative and suggests a blend
consisting of premium
quality Kenyan BP1s ‘danas’ or granules. These curled leaves
are considered to be
the most premium form of tea and the Danedar blend is
especially created to suit
the local taste buds combining a lively flavor with a rich color and a distinct
aroma
making it a nationwide best seller. Its quality can be judged by the fact that a cup
of
Danedar tea today tastes exactly the same as it did 30 years ago Tapal Danedar
enjoys a leadership position in the Tapal portfolio by catering
to diverse income segments, from single serving sachet users to large
households. Every ‘dana’ of this unique blend delivers the wholesome richness of
flavor and taste that has become an essential part of the Danedar experience. So
whether it’s your morning pick me up or a relaxing evening cup, it is the
preferred
choice of millions. No wonder Tapal Danedar is one of the biggest multinational
brands of Pakistan, with a growing fan base around the world.
Tapal Danedar (Teabags)

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The Tapal Danedar success story set the stage for a sequel, inspiring the
company to market the brand in the teabag category. The popular, double
chamber
Tapal Danedar teabags, are now a common sight at
homes around Pakistan and across the globe. With
a rich, aromatic and refreshing blend of quality tea,
packed at the state-of-the-art production facilities,
they put the art of brewing a perfect cup into the
hands of experts and novices alike. So at home or
away, they are the perfect choice.
Tapal Danedar teabags give you taste and
convenience without compromising on quality, so you can experience all the
richness
of the Danedar blend wherever you .
Another premium offering from Tapal are the Danedar Tea Rounder’s, the one
and only round, string-less teabags available in Pakistan. When strong,
refreshing tea
needs to brewed in a teapot with maximum infusion and minimum hassle, these
teabags are just the right choice.
The unique “No Strings Attached” teabags are specially designed, at 2.5 gms
each, to deliver the ultimate tea in a teapot. So whether one is brewing just one
cup
or serving several guests, Tapal Danedar Tea Rounder’s guarantee a hassle-free
and
perfectly brewed pot of tea.
Fast becoming a favorite of tea lovers all over the world, the versatile Tapal
Danedar Tea Rounder’s are available not only in Pakistan but across the world
from
USA to Europe to Australia.
Tapal Family Mixture

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 1947 was a momentous year for Tapal and it
celebrated the birth of the nation of Pakistan, by; creating a pioneering blend of
tea called Tapal Chai later renamed Family Mixture Nurtured by 3. Generations
of the Tapal family, the brand that launched the Tapal success story is an
innovative and unique mix of leaf and dust teas. It combines,
the aroma and full bodied flavor of a leaf tea with the strength and color of dust
tea, to create a true bestseller. Today its
superb quality and inimitable taste
ensures Tapal Family Mixture
enjoys a unique status in every household.
It is more than just a tea; it’s an
experience and over the years the brand
has helped build bonds of family and
friendship, bringing people together to
savor a heritage of excellence.
Tapal Family Mixture continues to be the pride of the company because it
appeals to an ever-growing section of the market and commands a leadership
position in Pakistan’s tea industry. It is regarded as one of the premier brands in
the
southern parts of the country and is growing rapidly in popularity in Central and
Northern Punjab as well
Tapal Shaded
In the year 2000, Tapal became the
first tea company to launch a range of
flavored green teas in the country.
The
real achievement lies in the fact that
Tapal
has maintained the leadership
position in
this category for over 10 years.
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 Available
in refreshing Jasmine, Lemon, and Ela chi
flavors, Tapal Green Tea is blended using the finest
tea leaves and specially selected
flavors, to create the perfect harmony of taste and
aroma. A favorite of health conscious people, the
brand delivers a wealth of benefits. It helps to soothe
and
relax you whilst helping in digestion, enhancing metabolism and aiding in
weight
loss.
Jasmine Green Tea was introduced first and is a winning combination of an
alluring fragrance and health-giving properties. Then came Ela chi green tea
with its
unique nature that lifts your mood and helps you achieve a new level of clarity;
followed by Lemon, with its crisp taste and refreshing aroma. People of every age
enjoy cups of Tapal Green Tea after meals and in the evenings to soothe away the
cares of the day and enjoy a healthy lifestyle.
Tapal Tezdum
The taste and identity of Tapal Tezdum is deeply rooted in
the culture and folklore of the Punjab. A strong, robust blend, it
appeals to the valor and bravery of the Punjabi people, and their
penchant for strong taste and color. Tezdum delivers a good
quality, strong tea (PF blend) that is rich in taste and color at a
very reasonable price. It is also the first tea brand in
Pakistan to
be introduced in an attractive and economical silver
foil
packaging.
Launched in 2003, Tapal Tezdum has created an
action-packed image that equates the power and
strength of the blend
with the strength and moral courage of its user. In
the fight
against evil forces, the Tezdum hero always
triumphs, saving the
day with his athletic prowess. This entertaining
approach has really hit home
nationally and especially with the people of Punjab. Today undoubtedly
Tapal

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Tezdum is the youngest, most action-oriented brand amongst the top-selling
teas of Pakistan
Tapal Chenak
An affordable dust brand in an
attractive saffron yellow pack, Tapal Chenak
artfully combines high grown teas and medium
grown Kenyan teas (this sentence needs fix up)
to create a unique blend. It was launched in
the mid 1990’s to cater to a niche that wanted
a strong yet affordable cup of tea. Chenak tea infuses very quickly to give the
consumer a strong, richly colored cup and is in great
demand wherever tea lovers want to enjoy several economical cups a day.
That is why it is especially popular in Sindh and in the Tharparkar belt of
Pakistan. This area is home to many diligent agricultural workers and artisans
who
appreciate a robust, yet affordable cup of tea after their labor. Its saffron colored
pack is also a big selling point amongst the Hindu section of the population that
regards this color as highly auspicious. Tapal Chenak has successfully combined
cheerful packaging and a satisfying flavor to become a favorite in its category.
Tapal Mezban

An undoubted leader in the dust category, Tapal Maizban is also the second
largest selling brand of the company. First launched in the mid 1990’s, it quickly
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 achieved popularity in Sindh.
Only high grown Kenyan teas are used to create
the popular Maizban blend. The finest quality
dust is carefully selected for its quick liquoring
characteristics and irresistible aroma, making
Maizban the perfect cup of tea any time. In
addition, just a small quantity of this
quality blend is enough for several satisfying
cups, making it ideal for homes as well as hot
tea shop consumers.
The brand name Maizban truly captures the
brand essence of fortifying
relationships through hospitality which is an
essential part of the culture and
heritage of Sindh. With its legacy of impeccable
quality and taste, Tapal Maizban is
indeed the preferred brand of the people of Sindh whose lives it has helped to
enrich.

Tapal Gulbahar
The pioneering green tea brand of country,
Gulbahar was launched by Tapal to especially cater to its
Northern market, the blend targets all those households
Who have a liking for Kashmiri tea, a beverage that is,
Traditionally prepared with nuts and fragrant spices these
Homes also want good value for money since several cups
Of green tea are enjoyed during the day, creating a
Relaxing and refreshing lifestyle
Gulbahar continues to build on its popularity in the north where it forms an
Integral part of the tradition of hospitality,

Tapal Special
Tapal Special teabags were the first in their segment launched by Tapal. The
unique flavor of high grown tea leaves specially selected from the finest tea
gardens I the world make Tapal Special teabags a treat at any time. The
combination of an extra strong blend with the convenience of environmentally

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friendly metal-free tea bags has made Tapal Special an instant hit with budget
conscious consumers

Marketing
Target
Niche Market…………….. Land former
Target Class………………Lowe class of village
Target Market…………… Rural Areas of Sindh

Separation of Marketing
As a whole when we see the market of tea in Pakistan, although it is not
Clearly segmented but, Tapal did this thing very accurately that it segmented the
Market very accurately. Its 9 brands in the current clearly shows the potential of
Each brand in each segment define by the company. They clearly look at the
nature
And extent of diversity of buyers needs and wants in a market. This thing offers a
Great opportunity for Tapal to focus its business capabilities on the requirement
of
one or more groups of buyers.
The main objective of this segmentation is to examine differences in needs
and wants and to identify the segments within the product market of interest.
Competitors Analysis
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1.Tapal Tea and Tapal Mezban Tea

Unilever Pakistan

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Tetle
And so many more, competitor in the marketing, it is a very tough competition no
doubt,

Swot Analysis

Opportunities:
One of the greatest opportunities that Tapal has its huge market which is
Increasing as the population is increasing. Tea has become a staple product in
Pakistan which cannot be denied at 20 to 60 year of age,

Weaknesses:
No major weaknesses were mentioned by the authorities of Tapal but its
Intense competition as our analysis is one of their weaknesses as to stay alive against
A giant as Unilever and the other one new entrant as Tetley,
Strong suit
The strength of the company would be the innovation and the high quality
Products, Because of these the company is able to survive in the market and still
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Earning a good market share comparing to its competitors
Fears
One of the major threats that Tapal has it is its area of the market which is not
Educated and it is using the loose tea which may not be good for their health as well.
Tapal claims that it is not possible for them to create such a big awareness for them
But the Government should play his role so that these people should have some
Awareness of the imported loose tea
Alternative Solutions
01. Arrange and Sponsor the cultural programs at Union Council level with the
Help of local singers and actors. And give prizes to little children who had
Empty rapper of Tapal Chenak
02. Run advertisements on radio channels.
03. Aware to market regarding health loses, due to usage of unorganized tea.
Reason of Failure
1. Tapal Chenak has chosen a niche market of land formers (HARI) from target
Market, Selected peoples are 95% uneducated and illiterate. The marketing
Campaigns and advertisements are allocated to Sindhi newspapers and TV
Channels, but unfortunately this market is away from newspapers and TV
Channels,
02. Strong Competitors are already available in targeted market. Tapal Mezban
Is brand of same company, so efforts distributed.
03. Due to illiteracy and lack of awareness most of them are consuming
Unorganized tea which is mainly affecting the organized tea market

Source
Visit to Market of Interior Sindh
Visit to Company’s Managers

Reason of selection
Because when programs will conduct at UC level, 95% of market
Will attend the program
In program market campaign could be easy.
Children are the permanent and long term consumer

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