PRINCIPLE OF MARKETING

RETAIL ASSIGNMENT
 TAPAL TEA
Submitted By:
Sunain Rizwan – AF201018
Sunesh Kumar – AF201003
CONTENT
01 INTRODUCTION

RETAIL ENVIRONMENT, AMBIANCE AND

02 STORE LAYOUT

MERCHANDISING CONTENT AT POP

03
MOST RUNNING BRAND
04
POSITION OF BRAND
05
NEW ENTRANTS AND THEIR
06 PERFORMANCE
07 NEW CAMPAIGN BY THE BRAND

TRADE DISCOUNTS AND ALLOWANCES

08
LEVEL OF DISTRIBUTION
09
PRICE ANALYSIS
10
IMC: ATL AND BTL
11
BRAND ACTIVATION ACTIVITY
12 AND BRAND AMBASSADOR
 INTRODUCTION
 
Tapal Tea is a Pakistani tea company which is based in Karachi, Pakistan.
Tapal is the market leader of branded tea in Pakistan. The main
competitors of Tapal are Unilever’s Lipton and Eastern Tea Company’s
Vital
 RETAIL ENVIRONMENT, AMBIANCE AND
STORE LAYOUT

GENERAL STORE – Ghaffar store LMT – Imtiaz supermarket IMT – Carrefour

Every product is placed in the same
rack according to owner’s requirement,
whether it’s the category of Tea or other
FMCG’S.
Environment of the general stores don’t
seem to be much well-mannered and a
bit messy as all the majority FMCG’s
are placed under one small shop.
This supports small areas with local
customers where goods are bought
conveniently.
It is facilitated with every small to big,
cheap to expensive with all utilities at
a single place.
There are different sections and racks
for different product category.
The products are placed well-
mannered and accordingly so that the
customers can have easy access on
their requirements.
The lights and the way of display was
attractive.
It was much similar to LMT.
Every product was placed in
accordance with their specific area.
Product placement was well
maintained.
Attractiveness of products position is
at some other level with staff
hanging around for guidance.
Merchandising Content at POP:
There wasn’t any product related to the brand category at POP in any of the Retail outlet.
 

Most running brand in the chosen category:

According to the General store owner, the most running brand is Tapal Family Mixture. According to Local Modern
Traders, the most running brands were Tapal Danedar and Tapal Family Mixture. According to our assumption, the most
running brand in the category of tea at IMT was Lipton Yellow Label

New entrants and their Performance:

There isn’t any new entrant recently, but Rozy Tea can be considered as new entrant as it is not a well know brand. Their
tea claimed to be the refreshing burst for the tea addictive peoples.
Position of your brand
Tapal has positioned itself
as a quality brand. Its
advertisement towards
traditions and family
values, togetherness, bond
and unity with
differentiating based on
quality mixture offerings
and their deep roots linked
with tea and teatime
New campaign by brand
It was the campaign where
Tapal steps forward to help
Pakistan fight the coronavirus
by donating hundreds and
thousands of their most
celebrated tea packs in the
ration bags for daily wagers
distributed by the NGO’s.
Tapal has taken this initiative
to be known as the socially
responsible brand.
Trade Discounts and Allowances:
There are exclusive discounts, when going for bulk quantities. Imtiaz supermarket and
carrefour buy in bulk quantities, therefore they get handsome discount. And selling
products in low rates as compared to general trade.
LEVEL OF DISTRIBUTION:
Tapal in General Stores is distributed by the third-party
distributor and sometimes they go for a bulk purchase in
wholesale markets.
Tapal is directly supplied from the factory to IMT and LMT.
 PRICE ANALYSIS:
There is bit difference in prices of Tapal Danedar, Tapal Family Mixture and Lipton yellow label.
Prices for Lipton Yellow Label are higher than Tapal Danedar and Family Mixture.
As compared to General Stores and IMT, the prices of LMT are relatively low for most of the
product category of Tapal, and some products are cheaper in IMT. Further details are showed
below.
 
IMC: ATL AND BTL
Tapal is using both ATL and BTL to promote their brand.
In BTL Tapal is working display racks and through
different boards placed in different locations. In ATL,
Tapal directs on broadcast and printed media, and ads on
newspapers and tv with well-known celebrities for
effective and attractive promotion. There is not any in
store advertising found nor any banner which promoting
Tapal products.
 BRAND ACTIVATION ACTIVITY

At LMT, Tapal Danedar used to provide free live testing of their Tea
on the stalls inside the store, but for now due to Covid this type of
activity is not seen anywhere.
In-store staff are hired by the company in LMT and IMT to promote
their brand while you being there selecting you favorite one.
 
 BRAND AMBASSADOR:

Tapal Danedar
Fawad Khan

Lipton Yellow Label

Hamza Ali Abbasi
THANK YOU !