Introduction

 The product we are going to launch is an

extension of the well-known brand “TAPAL”. The
product is in extended in the dairy industry. It is fully
organic and chemical free milk, namely HIPPIE MILK.

Tapal 1
 Need of customers

• Customer wants to get easiness because it is time consuming

in pouring out the tea and stirring the spoon.
• Due to lack of preserving facility the packet milk ,when packet
once opened the powder loose its freshness.

Tapal 2
 Insight

• Our product is basically powdered milk in cubic form by

compressing it into that shape. It will make time save of
pouring powder milk into the tea by the spoon.
• Its size will be small as it will be exact weight of one table
spoon of powdered milk, which is often used generally to
whiten the tea.

Tapal 3
 Macro environment

• Demographic analysis
• Competitors
• Legal factors
• Natural environment
• Socio cultural factors
• Technological environment
• Economic factors

Tapal 4
 Demographic

• The population of Pakistan is approximately 22 crore out of

which 40% is total market for branded tea. Most of population
is of children and teenage. So Tapal has to consider these
demographics to launching the idea.

Tapal 5
 Competitors

• Competitors are already prevailed in marketing, so we are not

fully aware of reception from the consumers and the
competitor’s .so this analysis would be most effective in
launching the idea. Tapal is leader of tea where Olpers
contains highest share of milk in Pakistan.

Tapal 6
 Legal factors

• Country, like Pakistan where government even after all efforts

has still unable to control smuggling and due to which product
that are not officially accounted also acts as competitors.

Tapal 7
 Natural environment

• Coming to milk packaging, either in poly bags or plastic

bottles can cause pollution.

Tapal 8
 Socio-cultural factors

• Tea lovers are in huge percentage in Pakistan, that’s why Tapal

will not face difficulties while introducing the product as
many customers are aware of Tapal and most of them will try
this extension by their favorite brand.

Tapal 9
 Technological environment

• Tasting is considered top priority at TAPAL in order to do this

we required to hygienic conditions untouched by human
hands. Moreover our milk powder will be cube form which
will cut down metal cans idea which produces harmful side
effects.

Tapal 10
 Economic factors

Due to economic developments life style of people is

improving thus purchasing power has been enhanced.
According to Engels law when their income increases their
expenditure towards luxury items also increases ,thus focus
low beverages and foods.

Tapal 11
MARKETING STRATEGY AND OBJECTIVE

Tapal 12
 Marketing Strategy

• Hippie milk would be considered as “diversification” as for

Tapal hippie milk the market and product both are new.

Tapal 13
Tapal 14
Objectives of Tapal for new extension

Tapal 15
 Objectives

• Satisfy our stakeholders and be a benchmark for Quality,

Creativity and Ethical values in our business.
• By launching this product, playing role for the ease of our
consumers

Tapal 16
 Objectives

• Achieve leadership in all categories of our core business and

diversify in areas which complement the core business.
• Provide products and services that meet customers’
requirements, expectations and agreements relating to all
aspects of Tapal Integrated Management System.

Tapal 17
 Objectives

• Maintenance of quality in any order regardless

of price effectiveness.

Tapal 18
 Demand forecasting

• The 40% of 33.1 million people will give 13.24 million people
from targeted market, which will eventually buy our product.
This is the expected forecast for the first year as TAPAL

Tapal 19
 Target market

Considering PST
• Market segment
• Market targeting
• Market positioning

Tapal 20
Segmenting

Tapal 21
 Targeting

• After segmentation, we know very well now and have decided

in which market to enter to launch our product. We intend to
target a number of market segments through product
specialization. We are launching only one version of the
product with several attributes, which will serve as less time
consuming duration of tea making and very much convenient,
serving the need of middle class and upper class groups.

Tapal 22
 Positioning

• Different milk brands are perceived in their own way by the

consumers, but the main factors due to which consumer
attracts to any brand are their availability, taste and pricing.
So, we will focus on these 3 factors.

Tapal 23
 BCG Matrix

• This is market growth share matrix. Tapal hippie milk makes

up the category of question marks since it’s going to be new
launch therefore will have low market share in high growth
market.

Tapal 24
BCG matrix

Tapal 25