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Subject: Marketing Management

Subject: Project on Tapal Tea

Submitted To: Mr. Kamran Saeed

Submitted by: Sonam Gulzar

Roll No. MHRM-F19-0002

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Page 3 of 29
 Table of Contents

1. Executive Summary
Market Profile
 Market Trend
2.  Market Growth
 Top export destination

Company Introduction
 Mission
 Vision
3.
 Short Introduction of Tapal Family
 Five main shareholder of Tapal Tea

Competitors Analysis
 Vital Tea
4.
 Brook Bond Supreme
 Lipton tea
5. Product Portfolio
 Tapal Danedar/Tea bags
 Tapal Tez Dum
 Tapal Chainak
 Tapal Gulbahar
 Tapal Mezban
 Tapal Special etc.

6. Place/Distribution Details
Pricing
 Distribution Organogram
7.
 Pricing Strategy

8. Promotion
9. Conclusion

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Exective Summary
Tapal family started his journey with Tapal Tea products in 1947 and Mr. Adam
Ali Tapal was founder of Tapal Tea, Tapal Tea is a 100% per cent owned by
Pakistani company it is modern tea blending and packaging factories and there
are five (5) warehouses in different cities and also furnished with state of talent
Tapal Team is a very dynamic and professional , it is a family business and there
five top shareholder of Tapal at this time, Tapal Tea, a close by family-
guaranteed association, addressed practically 40% of this turn of events,
recording US$ 312 million in bargains in 2013 alone, . In 2013 Tapal similarly
made its standard Tapal Danedar brand available in tea sacks, China and India,
like Pakistan, are both multi-social countries with moving traditions and ethnic
get-togethers. To increase entrance, associations should want to tailor their
things to offer all the more piercingly to particular tendencies as opposed to
offering a single brand or tea blend at various worth core interests. Tea is a truly
worldwide reward that is valued by people around the globe,
More tea darlings are picking a charming cup of Tapal tea!
That is the explanation Tapal with over 75 years of experience in the forte of tea
blending has made an entire extent of first rate, There are so many competitors
in the market of Tapal which is mentioned above but from them competitors
Liptan and Unilever is a strong competitors of Tapal at this time in the market,
There are so Many Tapal products available in the market like Tapal den-e-dar
and family mixture etc, tapal as high to medium cost/cost thing and moreover
offer excessively quality tea in reasonable expense, Tapal Danedar teabags, are at
present an average sight at homes around Pakistan and across the globe With a
rich, fragrant and fortifying blend of significant worth tea, In December 1997,
Tapal Tea changed into the fundamental Pakistani Tea Company to secure the
ISO-9001 underwriting:
4th of june 1995 to 2006 is the biggest day in the history of Tapal family because
Tapal introduced a Tapal Ice Tea with the theme of (Chill karo) but
unfortunately its failed in the marketing, His progressive outlook resulted in the
total automation of the tea plants in Karachi. Their motto "never
compromise on quality" Organized segment mainly depend on the imported
tea. Mainly big players are importing tea from different countries like Kenya,
UK, and Bangladesh. Not only this, these activities also provide the consumer
with a 360-degree product experience, which not only helps in educating the
consumer but also engages them to the brand. These activities cover Outdoor
Billboards, Event Marketing, Road Shows (floats, mobile kitchens etc), Rural
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 Development Programs, Weekly Bazaars, and Merchandizing
of the products.

Market Profile

In 2727 B.C Chinese Emperor Shen-Nung was boiling drinking water when a few
leaves of a wild tea tree blew into the royal bowl. He discovered that the leaves
imparted a delightful flavor to his water; and so it became his favored drink.
It is probable that tea was first cultivated in China, though it is possible that
people in Thailand and Burma have used it for as long as the Chinese have. The
China tea plant was taken to Japan in about AD 800,( Anno Domini, Latin for
“in the year of the Lord”, while BC stands for “before Christ) where it was
regarded as a medicine for several hundred years, until green tea was developed
to become a popular beverage. Tea was introduced into England, as a gift from
the British East India Company, in about AD 1660 and to rest to Europe soon
thereafter.
By the end of the 19th century, China still supplied the bulk of the world’s tea. In
1886 it exported 136 million kg, of which 77 million kg went to Britain; while
India produced 40 million kg. But within a few years India moved ahead of
China in world trade. Ceylon (Sri Lanka) emerged as a tea producer in 1867 and
Java (now part of Indonesia) in 1878.

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 Tea is generally considered the oldest prepared beverage.
Whatever its colour (black, green, yellow or white, depending on
how it has been processed), tea can be produced from three main varieties:
camellia sinensiss, camellia sinensis assamic and camellia seinensis
cambodiensis. When the tea tree grows under natural conditions, it is evergreen
and can reach 10 to 15 meters, but when it is cultivated in gardens (the name
given to tea plantation worldwide), its height is artificially limited to one meter
in order to facilitate the pickers. Tea trees are grown mainly in tropical and
subtropical regions with humidity of 70 to 90 per cent. Rainfalls must be
abundant and regularly distributed throughout the year, with a yearly average of
1,500 to 2,500 millimetres. Tea is the cheapest and most popular beverage that
is served at both
Professional and social gatherings all over the world, In Pakistan it is counted as
a staple food item of common man and is an integral part of our culture and
heritage. Due to these causes Pakistan consumes a substantial quantity of tea,
Tea is the cheapest and most popular beverage that is served at both professional
and social gatherings all over the world. In Pakistan it is counted as a staple food
item of common man and is an integral part of our culture and heritage. Due to
these causes Pakistan consumes an substantial quantity of tea, the total tea
market present in Pakistan is 150,000 tons and the organized market show
80,000 tons and the unorganized show 70,000 tons. Here organized depicts the
market owned by the brands and unorganized depicts that this portion is owned
by the loose tea. The main competitor for organized tea market is the
unorganized tea market present in Pakistan. Pakistan is the third largest
importer of tea in the world $ 45 billion). It spends around Rs. 54 billion
annually on the beverage. Pakistan Listed on 7th for Highest per Capita Tea
Consumption

Top export destinations of "Tea, whether or not

flavoured."
 USA with a share of 31% (4.65 million US$)
 Afghanistan with a share of 26% (3.94 million US$)
 Canada with a share of 6.32% (941 thousand US$)
 Saudi Arabia with a share of 5.24% (781 thousand US$)
 Australia with a share of 4.85% (723 thousand US$)
 Italy with a share of 4.48% (668 thousand US$)
 United Kingdom with a share of 2.82% (421 thousand US$)
 Greece with a share of 2.45% (365 thousand US$)
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  Kazakhstan with a share of 2.36% (351 thousand US$).

Market Trend
Trends are now changing. If we see the consumers of tea firstly they are using or
you can say addicted of the generic tea which is the black one but now the trend
is changing. Consumers now want something different in taste now as the
competition is getting higher. Consumer of tea wants some new flavors in tea
because now their taste is changing as the time is changing so trend is changing
in the market. And Tapal utilize this trend very accurately as their innovations
show us everything. Tapal meezban, tanedar, safari, and especially round metal
free tea bags and last but not the least Tapal ice tea shows that as the trend is
changing in the market Tapal also using this trend in the form of new
innovations.

Market Growth
Today, traditional tea growing countries of China India, Indonesia, Sri Lanka
and Japan have been joined by many others in South America (Argentina, Brazil,
Peru, Ecuador) and Africa (Kenya, Uganda, Tanzania, Malawi, Rwanda, and
Mozambique). Industry is now on the maturity stage. Large players has
established their brands in the market and enjoyed huge profit margins. Now
they are looking towards product differentiation and multi segmentation
because consumers are now more taste conscious and looking for variety
available to them in a tea market.

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Company Introduction
Tea is a truly
worldwide reward
that is valued by
people around the
globe
Since it can loosen
up similarly as
reestablish you –
it's a technique to
value family time,
bond with
Sidekicks or re-empower during a clamoring day.
Across Pakistan and now around the globe, progressively more tea darlings are
picking a charming cup of Tapal tea!
That is the explanation Tapal with over 75 years of experience in the forte of tea
blending has made an entire extent of first rate
Brands that can be valued in the initial segment of the day, tasted around early
evening or enjoyed around evening time. A gathering of 300 specialists ensure
that your main Tapal Tea meets and outperforms
Overall standards. No enormous amazement this family concern is today a
principle FMCG (Fast moving consumers good), association advancing a part of
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 Pakistan's top of the line blends in with a continually creating
fan base around the globe.
Tapal is also the 1st national tea company to export tea to the UAE, Canada and
USA
Mission
“To satisfy our stake holders as a guiding principle in our principle be a
benchmark for quality, creativity and ethical values.”
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.

Short Inroduction of Tapal Family

Executive, Aftab Tapal is the third era of the Tapal family and
the current Chairman of the organization. Subsequent to
finishing his degree in Marketing with Associates in Applied
Sciences from USA, Aftab got back to join the privately-owned
company in 1977. Aftab left upon an excursion which depended
on the standards of reasonable, genuine and separated business
practice

Boss – International, Mr. Kumail Tapal is the fourth period of Tapal Family and
a Director in the association. In the wake of proceeding onward from UK with
International Business, Kumail joined Tapal Tea in 2008.

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 Boss, Mehvish Tapal is the fourth period of the Tapal family and
a Director in the association. Mehvish joined the exclusive
organization following graduating with Honors degree from
Imperial College London

Board Member, Maria Tapal is the fourth time of the Tapal Tea Pvt Ltd family.
Ensuing to finishing her BSc in Management and Psychology from University of
Toronto she joined James Finlays UK to be set up in the forte of tea tasting and
trading.
From here on out she has been successfully connected with managing the Tapal
Family Office and its theories and taking an interest on the Tapal Tea board as a
working Board Member.

There are five (5) top shareholder

from the Tapal Family as mentioned
bellow
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 1) Mr, Aftab Tapal with 50% share
2) Mr. Kumail Tapal with 16.6% share
3) Ms. Mehvish Tapal with 8.33% share
4) Ms. Maria Tapal with 8.33% share
5) Ms. Rashida Tapal with 16.6% share

Competitors Analysis
 Vital Tea
 Brook Bond
 Lipton
There are such inestimable adversaries in the market of Tapal which is alluded to
above and gave a short presentation about Vital Tea, Brook Bond Tea and Tapal
Tea, at any rate from them contenders Lipton and Unilever is a solid contenders
of Tapal right now, thus, I will give the continue to go subtleties on Tapal Tea
Vital Tea short Introduct

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Imperative Group (VG), as a business, is a shocking mix of Asian
credits and generally speaking guidelines of essential worth. A cutoff gathering
(relationship) bearing coexisted with fit relentlessness and most raised level of
obligation to passing on quality all around our things and affiliations – this
incredible mix has credited VG a phenomenal interest and attestation both in the
business neighborhood society running free. This business considering VG is
reflected taking everything together our correspondences and exchanges, inland
and outland.
Business, for VG, is generally a Social Enterprise. The very motivation driving
why VG showed up was to react to the general individuals' necessities to advance
toward quality things. Quality is our fundamental thing and Trust is our getting.
Quality is the thing that we sell and Trust is the thing that we secure.
The Vital Group began its endeavors in 1991 with the dispatch of VITAL TEA –
which has now gotten the decision of each third individual who appreciates tea
Pakistan. With its eagerness to serve and because of the ordinariness from its
clients and purchasers, VG has now other than dispatched other individual
suspected things, as VITAL BEAUTY SOAP.
Vital Tea
Essential Tea is VG totally first thing which was dispatched at an unassuming
neighborhood Punjab, 'Haroonabad'. Inside an unimaginably restricted capacity
to center time, we started selling it the country over and to a more vital market
outside Pakistan as well. Critical Tea's expense started since 2005. The tea is as
of now open in different flavors.
Central Tea leafs are hand-picked in the mountains of Kenya. To get the smell of
the tea, these leafs are, by then, managed around an equivalent time and gave to
our office in Pakistan. Our Master Chef blends the mix for a rich tone and taste
that contacts the hearts through taste buds. Some Vital Tea gives a hot and
restoring blend of astonishing aroma, covering, and taste that serves your taste
buds well.
By ethicalness of all-inclusiveness of our customers, green tea thing will in like
manner be open in the close by and in everyday market.

Vital Beauty Soap

Fundamental Revitalizing Beauty Soap was dispatched in 2013 beginning now
and for a significant length of time the Vital Group has presented Ocean Fresh,
Lemon and Tea Extract and Chiffon Feel for its clients, its fruity reach is the
farthest down the line improvement to the Vital Family. Its game plan, surface
and aroma are such a lot of that it has prompted a higher interest for
neighborhood and charge.
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 Basic Revitalizing Beauty Soap is a Certified HALAL SOAP. Its
reestablishing cream cleans your skin and makes your skin look
delicate, sound and gleaming with a great scent.

Brook Bond Tea short Introduction

Brooke Bond and Company was set up by Arthur Brooke, who was brought into
the world at 6 George Street, Ashton-under-Lyne, Lancashire, England, in 1845.
In 1869 he opened his first bistro at 23 Market Street, Manchester. Brooke
picked the business name since it was his 'follow' to his customers to give quality
teas, from this time forward Brooke Bond. The firm wandered into markdown
tea bargains during the 1870s.
In 1903, Brooke Bond dispatched Red Label in British India.
The connection opened a devastating current office in Goulston Street, Stepney,
London, in 1911.
Brooke Bond's most perceived brand is PG Tips, dispatched in 1930. By 1957,
Brooke Bond was plainly the best tea relationship on earth, with 33% part of
both the British and Indian tea markets.
The connection got together with Liebig in 1968, ending up being Brooke Bond
Liebig, which was acquired by Unilever in 1984. The Brooke Bond name was
basically lessened by Unilever; in any case, the Brooke Bond tea brand was after
a short time presented on extraordinary in 2019 in the UK following a drawn out
nonattendance.
Gold Crown Foods Ltd was certified by Unilever to use the Brooke Bond name
for the Brooke Bond 'D' and Brooke Bond Choicest brands. Today, the honor for
D Tea is held by Typhoo, who used to sell it through their site – it had vague
packaging to before short the words 'Brooke Bond' - regardless of how it isn't at
present open. It was in like manner regularly sold across Britain in Pound land
stores. The Brooke Bond brand is currently used in various countries, especially
in India. In Pakistan, Brooke Bond Supreme is the standard selling tea brand.
Unilever markets it as being more grounded than its Lipton Yellow Label blend.
In North America Brooke Bond's fundamental thing was Red Rose Tea. Red
Rose is currently sold by Unilever in Canada, yet in the United States is in a little
while shown by Redco Foods.
The Brooke Bond creation line is at Trafford Park near Manchester.
Brook Bond Tea Making Process
Brooke Bond Taj Mahal tea leaves are filled in regions of Upper Assam,
Darjeeling and Tripura. It makes on the northern banks of the exceptional
Brahmaputra, which floods its banks each tornado, making a rich, bland soil.
There is flooding deluge in the tempest and tenacity continues going as the year

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 advanced. The earth and environment together give Assam
Tea its 'terroir' – a dull red mix, a strong malty flavor and basic
body.
Brooke Bond Red Label, the Indian blend, is made in tea delivering units of
Assam, Coochbehar, Darjeeling a few bits of Meghalaya. The party relationship
of tea cements the hours of contracting (leaving tea leaves to dry),
moving/cutting (through which complex procedure of compound changes
known as oxidation are begun), drying and from that point on researching into
sizes.
Brooke Bond Taaza is made of High Quality new Green Tea Leaves.
Brooke Bond Supreme is imported to Pakistan, passed on utilizing Kenyan tea
leaves.
Brook Bond Business
Brooke picked the business name since it was his 'adhere' to
his clients to give quality teas, in this manner Brooke Bond.
The firm meandered into discount tea deals during the
1870s. In 1903, Brooke Bond dispatched Red Label in
British India. The affiliation opened a crushing creation line
in Goulston Street, Stepney, London, in 1911. In like way
availbel in green tea sacks

Lipton Tea Introduction

Shakily lipton is the best driving brand starting with one side of the planet then
onto the next and in addition sold in 150 nations it has in running like packaged
ice tea, tea sacks and tea, Lipton organizer was Thomas Lipton who is Scottish
thought of, in 1948 Liptan was dispatched in Pakistan and 100 billion beverage
of lipton are regulated every year. Liptan has half showing share in Pakistan,
Liptan is a choice brand in the market taking into account their taste and quality
which is giving about huge quantities of years to people
Eastea and Title are third part in the displaying Lipton is a British brand of tea,
controlled by Unilever. Lipton was moreover an overall store chain in the United
Kingdom, later offered to Argyll Foods, after which the association sold just tea.
The association is named after its creator Sir Thomas Lipton. The Lipton
arranged to-drink rewards are sold by Pepsi Lipton International, an association
commonly controlled by Unilever and PepsiCo. Something such was tea, a
remarkable and exorbitant
Lavishness by then, Arrangements had increased from £40 million in the last
piece of the 1870s to £80 million by the mid-1880s. In 1890 Lipton purchased
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 tea gardens in Ceylon, by and by Sri Lanka, from where he
packaged and sold the important Lipton tea. He engineered
packaging and transportation expecting almost no exertion, and sold his tea in
bundles by the pound (454g), half-pound (227g), and quarter-pound (113g), with
the advancing witticism: "Direct from the tea nurseries to the tea pot." Lipton
teas were a brisk accomplishment in the United States,
The Lipton tea business was acquired by purchaser stock association Unilever in
different separate trades, starting with the procurement of the United States and
Canadian Lipton business in 1938 and completed in 1972 when Unilever bought
the remainder of the overall Lipton business from Allied Suppliers. Lipton and
its parent association, Unilever, announced all Lipton Yellow Label tea sacks
sold in Western Europe would be asserted by 2010 and all Lipton tea packs sold
worldwide by 2015, Lipton's own tea homes were among the first to be
guaranteed.

Lipton Products
There are such innumerable consequences of Lipton Tea in the market as
referred to underneath
Soup mixes: Lipton produces second soup mixes In the 1950s in the United
States
Lipton Yellow Label:
Lipton Yellow Label has been sold since 1890, when Thomas Lipton introduced
the primary variation of the Yellow burden with a red Lipton shield,
Lipton Iced Tea: is sold in four flavors, lemon, peach, mango and raspberry.
Green Tea and Rooibos flavors are also open in specific areas.
Two distinct flavors are sold uniquely in the Arab world: red results of the dirt
natural items

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 Lipton Brisk: Lipton Brisk, is an iced tea brand dispersed
basically in North America as a joint undertaking among Lipton and PepsiCo.
Lipton Pyramid Tea: Lipton Clear was dispatched in five variations, Earl Gray
Tea, English Breakfast Tea, Peach Mango Tea, Green Tea Mandarin Orange,
Mint and Camomile Tea.
Pure Leaf: Unadulterated Leaf is an iced tea brand scattered basically in North
America by the PepsiCo-Lipton joint undertaking. Rather than Lipton Iced Tea
and Brisk, which use a freeze-dried second tea powder, Pure Leaf is set up in
liquid

Lipton Products Pricing

Product Type Size USD P.K.R
Soup mixes Disposable cup 2.2 Ounce 15.58 2377.82
Lipton Yellow Label Sachet pack 950 gm. - 889
Lipton Iced Tea Gallon Gallon Size - 1,050.
Lipton Brisk Pack 10.25 Pounds 15 2,289.30
Lipton Pyramid Tea Pack 18 gm. 8.25 1278.83
Pure Leaf Bottle 194 gm. 16.99 2600.49

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Product Portfolio
There are Tapal products portfolio which is as follow bellow.

 Tapal Danedar/Teabags

 Tapal Tez Dum

 Tapal Chainak

 Tapal Gulbahar

 Tapal Mezban

 Tapal Special.

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 Tapal Danedar (Teabags)
Theme: dany dany par likha hai peeny wale ka naam
The Tapal Danedar illustration of beating affliction set up for a side project,
moving the association to exhibit the brand in the teabag class The standard,
twofold chamber Tapal Danedar teabags, are at present an average sight at
homes around Pakistan and across the globe With a rich, fragrant and fortifying
blend of significant worth tea, stuffed at the forefront creation workplaces, they
put the specialty of mixing an ideal cup heavily influenced by trained
professionals and amateurs the equivalent, So at home or away, , they are the
ideal choice. Tapal Danedar teabags give you taste and convenience without
choosing quality, the unmatched round, string-less teabags open in Pakistan.
These teabags are the ideal choice" teabags are exceptionally arranged, at 2.5
gms each

Tapal
Tezdum
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 The taste and character of Tapal Tezdum is
significantly settled in the lifestyle and
legends of the Punjab A strong, amazing blend it
advances to the strength and courageousness of the
Punjabi public and their tendency for strong taste and
concealing, Tezdum passes on a good quality strong tea
that is well off in taste and concealing at a genuinely
reasonable worth It is in like manner the primary tea
brand in Pakistan to be introduced in an appealing and
judicious silver foil packaging. Dispatched in 2003,

Tapal Chenak
Tapal Chenak slyly joins high created teas and medium
created Kenyan teas, it was dispatched during the 1990's to
consider a strength that required a strong yet moderate cup of
tea. Chenak tea embeds quickly to give the customer a strong,
it is especially notable in Sindh and in the Tharparkar belt of
Pakistan.

Tapal Gulbahar
The leading green tea brand of country,
Gulbahar was dispatched by Tapal to especially consider its
Northern market the blend centers around all of those
families who have an inclination for Kashmiri tea
Gulbahar continues developing its reputation in the north
where it outlines an Integral piece of the act of convenience,
Gulbahar, the most settled green tea brand, and it was
dispatched by Tapal in 1999-2000

Tapal Mezban
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Tapal Maizban is also the second greatest selling brand of the
association, first dispatched during the 1990's; it quickly cultivated
pervasiveness in Sindh. Simply high created Kenyan teas are used to make the
standard Tapal Maizban blend making Tapal Maizban the ideal cup of tea any
time, the brand name Tapal Maizban really gets the brand encapsulation of
empowering, Tapal Maizban is doubtlessly the supported brand of people of
Sindh whose lives it has helped with
improving.

Tapal
Special
Tapal Special teabags were the first in their
section dispatched by Tapal. The stand-out of
high created tea leaves particularly browsed the
best tea gardens I the world make Tapal Special
teabags a treat at whatever point, the blend of an
additional strong blend in with the solace of
innocuous to the biological system without
metal tea packs has made Tapal Special a second
hit with affordable purchasers, it was dispatched
In 2013 Tapal

Place/Distribution Details

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 Tapal has 410, organization dispersion across the Pakistan;
Transport acknowledges a foremost part in any affiliation whether
it's a FMCG (Fast Moving Consumer Good) or utility inconceivable. The piece of
Scattering in the showing blend is to give a thing to its objective market or last
customer. Between the maker and the last purchaser stands a great deal of
mediators playing out a blend of Limits.
These middle people incorporate a displaying direct regardless called exchange
channel or spread channel. The propelling channels are set of related affiliations
attracted with the course toward making a thing or association open for use or
use. Publicizing channels conquers the time, spot and ownership openings that
assorted item and experiences from individuals who need or need them, Tapal
Tea is known for its wide development affiliation.
The Tapal task channel is as follow

Tapal

Distribution/Dealers

Wholeseller Retailer

Consumers

TAPAL has 5 main warehouses in Pakistan which are located in the following
cities.
1. KARACHI
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 2. HYDERABAD
3. SUKKHUR
4. MULTAN
5. RAIWIND
Pricing Strategy
The comp any receives Value based evaluating as its It knows precisely at which
Pricing Strategy It knows precisely at which level the market will acknowledge a
cost and fathoms how precisely its customers esteem its product‟.
Surveying is most gigantic truth of any things, which we purchase, tapal as high
to medium expense/cost thing and additionally offer unnecessarily quality tea in
sensible cost, and further more tapal follow going rate evaluating structure, in
which it amasses at cost enormous with respect to contender cost that unilever,
other than of conflict in the market tapal didn't broaden their thing regard which
is to be out of degree of client, tapal perseveringly keeping lower cost of their
image other than unilever.
Tapal Tea Pricing
Products Pack M.R.P
Tapal Danedar 410 gm 385
Tapal Family Mixture 950 gm 879
Tapal Tezdum 475 gm 460
Tapal Danedar 190 gm 200
Tapal Green Tea 45 gm 130
Lipton Pricing (Competitor)
Lipton Tea 190 gm 170
Lipton Black Tea 950 gm 995
Lipton Tea 475 gm 485
Lipton Tea 950 gm 780
Lipton Tea 475 gm 510

Sales Promotional Strategies

Arrangements are advanced by empowering the market parts through free examining

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 The affiliation is running various courses of action confined time
plans at various seasons relying on the plans of the affiliation,
Promotion
 Of cause the brand to remind the buyer as much it might be. Tapal is using
both BTL and ATL (Above the Line) with an absolute objective of progress.
 Through BTL (Below the Line) Tapal is focusing on display racks, sign
sheets, etc from a general viewpoint designed to different retailers for
amazing progression against their foes.
 The specific term used by TAPAL is the MODERN TRADE so they have an
eye to eye relationship of the thing with the customer. In this they are
using racks to show their thing in immense stores like ALFATAH, HKB,
and JALAL SONS.
 Through ATL Tapal is focusing in on broadcast and print media progress
by setting levels of progress on T.V and putting papers sees also, ATL
(Above the Line)Print media promotion
 TV
 Newspapers ads
BTL (Below the Line)
 Through BTL Tapal is focusing on display,
 Racks,
 Sign boards etc.

ATL-Print media promotion

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 Reference

https://images.app.goo.gl/oi74JDB3A7AQBgDi7

 TV Add

Reference

https://youtu.be/P6twsh3pHRg

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  News Paper Add

Reference
https://www.brandsynario.com/wp-content/uploads/Tapal-Tezdum-Ad-Campaign-silver-
Foil-Packaging.jpg

BTL-Print media promotion

 Rack
Reference

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 https://mir-s3-cdn-
cf.behance.net/projects/original/1f7b2d94838715.Y3JvcCwxNTM0LDEyMDAsMzQsM
A.jpg

 Sign Board

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Reference
https://www.brandsynario.com/wp-content/uploads/fawad-khan8.jpg

Conclution
When any association needs to enter in another market and grow his things
portfolio,
It should consider the lifestyle, society climate and the example which an overall
population has,
Organization should make as shown by the necessities, needs and demands of
the overall population,
The market strategy should be agreed with mission statement of the affiliation
and framework should be executed on time.

Address
 Plot No.40, Sec No.15, Main Korangi Road, Korangi Industrial Area
Karachi,
 2nd Floor, Block-5 Awami Complex, Lhr.
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 Contact No.042-5831942/5831593

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