A PRESENTATION OF STRATEGIC MARKETING

OPERATING ON

PRESENTED BY: HAMMAD MUKATI – 1335114

PRESENTED TO:

SAMIN AHMAD

EXECUTIVE SUMMARY

In 1947, Tapal Tea (Pvt) Limited started out as a family concern under the personal supervision of its founder, Adam Ali Tapal.

Tapal has become the largest, 100% Pakistani owned tea company in the country. It has modern tea blending and packaging factories, warehouses equipped with state-of-the-art equipment and a team of highly dynamic professionals.

14th of June - was a historic day at Tapal Tea Pvt Ltd. Their first step towards expansion with the introduction of its new product “Tapal Ice Tea” (Chill karo).

But fatefully the Tapal Ice Tea failed.

History Of TapalThe journey of Tapal's remarkable success is the combined

efforts of three dynamic generations of the Tapal Family. In 1947, Tapal started out as a family concern under the personal supervision of its founder, Adam Ali Tapal.

Tapal moved from success to success introducing tea brands to suit every taste and pocket sold from its retail outlet in Jodia Bazar, Karachi. The quality of Tapal teas soon became legendary and people from all parts of Karachi started lining up at the outlet to purchase tea.

Today Tapal Tea is managed by the founder's grandson, Aftab F. Tapal. He introduced new tea concepts and developed a wide range of tea blends catering specifically to the tastes of people throughout Pakistan.

WHY TAPAL ICE TEA

Ice Tea came to notice of the Tapal management when it was found that western culture is being adopted moreover people are more conscious about healthy and nutrition beverages.

Independent industry research shows that healthy beverages were increasing claiming a bigger share of the Pakistani market and were growing at a tremendous pace.

Tapal started to respond to consumer demand and research by introducing “Tapal Ice Tea”.

And Tapal Tea Pvt Ltd. Pakistan’s own and favorite hot tea beverage company took its first step towards expansion with the introduction of its new product “Tapal Ice Tea”. 

TAPAL’S PHILOSOPHY

To act locally, but think globally!

OBJECTIVE OF TAPAL

a)  Goodwill of Company

b)  Good Quality

c) Customer’s Satisfaction

SEGMENTATION, TARGETING POSITIONING

Segmentation• A & B class People & Youth.

Targeting• Only available into city not rural area

Positioning • Less calories ,no artificial color

POSITIONING: TAPAL positioned it self as the experts in tea. Made from real tea, TAPAL Ice Tea combines the goodness of Tea Antioxidants with no preservatives, no artificial colors and only 16% sugar which is less than most regular soft drinks. They want to build brand image on their product USP.

STP

MARKETING MIX 5 P’S

1. Product

Core benefit Actual product Trade name Branding brand personality Augmented product

2. Price320 ml tin can for 30 rupees into liquid form25 gm sachets for 6 rupees into powder formless for more “high quality with less price” Other brands charged for the beverages more

then the TAPAL ICE TEA for the same quality level.

3. Placement

CHANNELS OF DISTRIBUTION Manufacturer- -----◊ Distributor---------◊ Retailer--------◊ Consumer

4. Promotion

It launched with a fully integrated marketing program that includes.

Print.Banners.Radio. Advertising.Web/interactive.Consumer sampling programs. TAPAL is also using the online portal advertisement for Ice

Tea promotion.

5. Packaging

Cans320ml into liquid formLemon & limePeach

Sachets25 gms into powder formLemon & limePeach

MAIN COMPETITORS

Initially there were no direct competitors as they were the innovators so they have first mover advantage.

Direct Competitor: Lipton Ice Tea

In-Direct Competitors:i) Brand Competitors in liquid (carbonated drinks)ii) Brand Competitors in Sachet (TANG & LIBO PANI)

ISSUES FOR FAILURE

No market Orientation ( not inside out approach) Strong market of carbonated drinks & juices.Product cost and benefit analysis wasn’t well

communicated.Fade Positioning and lack of awareness about the productVisibility & Availability Issues Un highlighted Unique selling points High cost (Manufacturing outsource) .Budget constraints

Strategic Decision taken by the companyCompany take over the distribution to increase

the availability. Increase Promotion activities but no success

Company cooperate decision was to temporary shut down the product because it require more budgets.

Buy back the stock and Reselling it with bundle offers to safe from the expiry.

PROPOSED STRATEGIC SOLUTIONSMarket Audit ( strategies come from the market place,

consumer insights)

Repositioning and increase awareness as it is a Re-launch

Collaboration & aliens with Restaurants, MN Offices , petrol pumps, cafes, & cinemas etc

Own Tea parlor at zamzama ( With ice tea proper branding)

Co-branding with snacks & confectionaries

Association with Local airlines to build a consumer taste so that they can recall it easily

PROPOSED STRATEGIC SOLUTIONS

Establish Emotional connection with the customers Loyalty Programs with High tech technology system and

Customer data Gathering Reorganize the market & target to SSE A & B from age 15

to 55.

THANK YOU