By Muhammad Asif Qureshi ACCA

Overview about history of Tapal

Mission and Vision Statement

Brands of Tapal

Marketing Mix of Tapal

Product Life Cycle

Adam Ali Tapal was the founder of the Tapal Company.

He formulated a unique tea blend, named family mixture.

Eventually became the largest selling brand.

Introduced different tea brands.

“To be a benchmark for quality, creativity and ethical

values.”

"We are at Tapal are committed to create

powerful brands for our diverse consumer

base."

DIFFERENT BRANDS OF

TAPAL

DANEDAR

FAMILY MIXTURE

ICE TEA

SHADES OF GREEN

JASMINE

ELACHI

LEMONCHENAL

MEZBAN

TEZDUM

OTHER BRANDS

GULBAHAR

TAPAL SPECIAL TEABAGS

TAPAL SAFARI

PRODUCT

PRICE

PLACE

PROMOTION

• The Core• Tea Beverage

• The Actual Product

• Packaging and labeling:

• Branding: Red color, aspect of refreshing, hard pack and soft pack both.

• Trade name: Tapal Dander, a TAPAL product

• Brand personality Freshness, Healthy, Innovative, etc.

• Brand equity: Tapal Danedar provides a quality, consistent, innovative and accessible tea reputation.

• Tapal follows high-medium price strategy in which it offers high quality tea at reasonable prices.

• Tapal also follows a Going Rate Pricing strategy, in which it bases its price largely on competitors’ price that is Unilever.

• Unilever being the market leader always sets the price, and then Tapal accordingly allocates its prices, always lower than that of Unilever.

• Besides taking the competition into account, Tapal does cost plus pricing

• In the beginning the company sole aim was to capture the tea market of Karachi, as they were already in tea business here, only and then strategically build there network to other cities of Pakistan.

• Now Tapal has a distribution network spread across Pakistan, from Karachi to Khyber with over 410 distributors, Extensive training programs are provided for the devoted sales personnel. The popularity of its fine brands is unabated, making it the No.1 national tea company in Pakistan.

END USERS /APPLICATIONSOF PRODUCTS

Tapal has a wider distribution coverage in

the South where as Unilever has better

distribution in the North. Therefore, Tapal’s

main objective is to increase their sales in

the North. It ensures that it places its tea in

the same outlets as its competitors in order

to maximize availability. The distribution

coverage of Tapal is as follows:

Karachi 14%

Lahore 34%

Islamabad 18%

Sukkur 22%

Hyderabad 12%

Tapal caters to its customers by providing

Tapal Danedar and Family Mixtures to

more than 140,000 outlets in

Pakistan, which include

superstores, department stores etc

Major Activities

Transformed Soft Pack toHard Pack with the use ofthe followingcommunication platforms

•Sales Briefing Sessions

•Pack Revealing Ceremony

•Press Conference

•Press Advertisement

•Radio Commercial Airing•Bill Board Advertisement

•Shop Signage's

Thematic campaign was alsolaunched with complete ATL andBTL support

The TVC was aired on

•GEO Entertainment•GEO News•HUM TV•ARY Digital•ATV•Express News•KTN

•APNA

• A CP was offered in the monthof March which ran nationallyacross all channels

• A “Glass Mug” was offered freewith every box of DD TB 200g

• The CP was put forward withthe following support

– POS material

– Radio Commercial

– Mobile Backlighted Vans

By Muhammad Asif Qureshi