DANEDAR

Tum, mein aur

ek cup chai
Brand Introduction
• Founded in 1947
• Largest and 100% Pakistani-owned tea brand

Product Lineup
Swot Analysis:

STRENGTH
• Quality Management
• Strong Heritage
• Localisation
• Strong Supply Chain
WEAKNESS
• No Competitive Advantage
• Limited Variety

Swot
Analysis

OPPORTUNITIES THREATS
• Increasing Population • Strong Competition
• Emotional Connection • Poitical Conditions
• Growing Health Awareness • Hgih Inflation
Porter’s Five Forces Model
Rivalry Bargaining Power of Suppliers
High Competition in tea industry Bargaining power of suppliers is high
Competition with international brands as well as loose tea Few suppliers, mostly imported
Tapal being a local brand, it is producing high quality product Consumers have developed a specific taste
Art campaigns and advertisement Raw tea is imported so the quantity is limited
Raw tea is bought on higher prices
Threat of New Entrants
High
Threat of new entrants
Growing population is a growing opportunity for the tea industry in Pakistan
Increased tea leave farming
Tapal set an example by competing with international brands

Threat of Substitutes
Low
Tea is an integral part of our tradition and culture Competitive
Switching costs are low Rivalry
Taste not developed for coffee
Healthier option is green tea which lies in the same category Power of Suppliers Threat of sustitutes

Bargaining Power of Buyers

Demand is very high so bargaining power is low
Increased price competition
Customers prefer brand loyalty and quality Power of Buyers
Buyer Persona & Market Segmentation
Example Buyer Persona Example Buyer Persona

Demographics Age 22-60

Age: 35
Gender: Female
Education: Bachelor
Class Middle, Middle-upper, Upper
Income level: Middle class
Marital Status: Married Cities Major cities in PK, Urban

Behavioral & Channel Occupation(s) Housewife, Entrepreneur, White collar men

and women workers
Preferences
Channel Pref: Social media, TV Family type Single, Married, joint family
Hobbies: Reading, TV shows and /
or netflix, loves to go out
Challenges: Amongst others also
Lifestyle Modern, trendy, yet can be traditional
managing household is a challenge
Gender Male, female
Tapal Danedar - Brand Positioning

Danedar = Literally means granules or dana’s, indicating

premium quality blend of kenyan tea leaves

Tapal Danedar is positioned as a premium &

credible tea brand that’s also tasty to the consumers
AECCC Framework
Access
Tapal Danedar has successfully
made itself noticeable being such a
premium and powerful brand. We
see it’s presence online, in TVC’s,
ATL & BTL campaigns as well
Engage
Tapal Danedar brand makes use of
engaging content like tapping into
the emotional side of tea in our
everyday lives. For e.g. celebrating
a relationship between sisters
Collaborate
Campaigns like donating with
Shaukath Khanum allow consumers
to collaborate with the brand and
be a part of their mission.
05
Connect
Social media has been a needed
channel for two way communication
01 04 with the brand as well. Tapal has
invested in being responsive online
to connect conversationally with
consumers
Customize
02 03 There are various options or SKU’s
for Tapal Danedar that basically
cater to many types of consumers.
For e.g. Tapal 3 in 1 for young
adults on the go.
Strategy Sweet Spot

What your brand

does best
Strategy Sweet Spot for Tapal
In the market for tea although there are big rivals Tapal
What consumers has still managed to penetrate the consumers want by
want
positioning itself and providing premium tea. They do
charge a premium for it as a result

What your competitor

does best
Brand Key
1. Root Strength - Emotionally engaging with consumers with premium quality tea

2. Competitive Environment - Tapal is the clear current market leader

3. Target - Grocery shoppers would be the chooser of the brand for e.g. housewives, mothers, etc.

4. Insights - Tapal implements intelligence and conducts marketing to understand consumer behaviour

5. Benefits - Emotional & Functional both exist as people need to feel awake and alert once they wake up to start their day

6. Values and Personality - Family values, giving back to the community, connection with people

7. Reasons to Believe - Invests in R&D, delivers consistent quality, endorsements from top brand ambassadors

8. Discriminator - The taste and quality is the biggest differentiator backed by top quality marketing and branding

9. Essence - “Tea is more than a beverage but an emotional connection between people enjoyed together”
Big Idea for Campaign
• Magic of tea happens when you have it with someone.

• Position ‘Tum Maein Aur Ek Cup Chai’ not only relevent for the couples as shown in recent communications,
but to all loved ones, be it family aur friends

• Creating a digital video series highlighting the memories of people with their
loved ones instead of a single TVC or DVC.
Strategic Direction for Digital
• Focus on reach and virality.

• Associate the tea category with the brand name Tapal.

• Market share is already over 50% in the branded tea category, so no need for conversion campaigns digitally.

• Create content that compels viewers to engage with the brand.

• Facebook and Instagram to be used for engagement, asking viewers to share their own stories in

comments with the hashtag #TumMeinAurEkCupChai.

• 5 best stories to be shared on Tapal’s digital channels in video form.

• Gift Hampers will be distributed.

Campaign Timelines
• Total 4 weeks.

• Week 1: Father’s Day with the original Video.

• Engage 2 influencers each in weeks 2 and 3.

• Influencers will record a video message such as ours on our set, which would be uploaded digitally.

• 5 best stories from the General public to feature in week 4.

Digital Platforms
Digital Media Placement

Performance
Campaign Media Type KPIs Tracking Goal Cost

Impressions,
600,000
Engagement Video Views, CPM, CPV, CPE Engagements Rs. 500,000
Engagements

Impressions, 600,000
Engagement Video Views, CPM, CPV, CPE Engagements Rs. 500,000
Engagements

Brand 2,500,000
Awareness Video Impressions, CPM, CPV Impressions Rs. 375,000
and Reach Views
Digital PR
• Post type: Video

• Influencers will record a video message such as ours on our set, which would be uploaded digitally on

Tapal’s digital channels

• Message will include a fond memory of the influencer with his/her loved ones while having tea.

• Story by the influencer, script by Tapal

• Influencers will share and repost the video on their Instagram story with the hashtag #TumMaiAurAikCupChai.

• Influencers to ask followers to share their own stories with the same hashtag as well.
Campaign Calendar

Channles Paid Promotion

Date Media Type

19-Jun Father's Day Video

26-Jun Influencer 1 Video
29-Jun Influencer 2 Video
03-Jul Influencer 3 Video
06-Jul Influencer 4 Video
14-Jul General Video 1
15-Jul General video 2 , 3
16-Jul General Video 4, 5
 Presented By
Umer Ali

Thank you Balaj Awan

Moaaz Nagori
Shayan Asfar