Date post: | 27-Nov-2014 |
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PRESENTATION PRESENTATION ((MMarketing Management)arketing Management)
Sajjad Hussain Sajjad Hussain Class no 87 Class no 87
BBA 5thBBA 5th
(IBMS)The University of (IBMS)The University of Agriculture Peshwar Agriculture Peshwar
Given by: Given by: Sir Atif UllahSir Atif Ullah
Analyzing & Evaluating Marketing Strategies of TAPAL
Industry AnalysisIndustry Analysis Situation AnalysisSituation Analysis Company AnalysisCompany Analysis Brand DescriptionBrand Description Competitor analysisCompetitor analysis SWOT AnalysisSWOT Analysis Marketing MixMarketing Mix
INDUSTRY ANALYSIS
Discovery of Tea
First cultivated in China (Chinese Emperor Shen-Nung )
Taken to Japan in 800 AD Introduced in England in
1660 AD China the World’s Tea
supplier (In 1886 supplied 136 million kg)
India produced 40 million kg
Discovery of Tea
History of TAPAL Tea TAPAL Family
(Founder Adam Ali Tapal) First Retail Outlet
(Jodia Bazar, Karachi) Faizullah A. Tapal
(Founder’s Son) Aftab F. Tapal
(Founder’s Grandson & Present CEO of TAPAL Company)
SITUATION ANALYSIS
Market Summary
Total Tea Market present in PAKISTAN(150,000 Tons)
Organized Market(80,000 Tons)
Unorganized Market(70,000 Tons)
Market Share
COMPANY ANALYSIS
Mission Statement
“To satisfy our stake holders as a guiding principle in our principle be a benchmark for quality, creativity and ethical values.”
Marketing Objectives
To create a strong consumer awareness against unorganized tea product,
To establish a wide brand recognition through the capture of market shares in the multi segment, and
To become the top market leader in that particular segment within the strong research and development.
DISTINCTIVE CAPABILITIES
Commitment to Quality
Never compromise on Quality
In December 1997, Tapal Tea became the first Pakistani Tea Company to earn the ISO-9001 certification
Again in December 2000, Tapal acquired the ISO9001: 2000 certification
Pioneers of…
Soft Packs Metal free Teabags Provide jobs saving country’s
valuable foreign exchange. 1st national tea company to
export to UAE, USA and Canada.
Marketing Kenya teas in Pakistan
BRAND DESCRIPTION
Brands
BCG Matrix
Target Market TAPAL has different target market for
its brands The target of TAPAL DANEDAR brand
is the urban areas of the countryUse in offices and business class Tapal daneder is basically the one to
one competitor against Lipton yellow label
The class and geographical location is almost same for both of the brands.
COMPETATIVE ANALYSIS
Major Competitors Unilever Pakistan which has the 43% of
market share with its different brands:
Other Tea Brands:
SWOT ANALYSIS
Strengths
Continuous innovation First to introduce soft
pack Export Strong R&D team Good brand awareness
Weaknesses
Position its tea abroad Import of products Sales on cash Tight quality control
Opportunities
Market growth of the tea-bag market
Duty free tea import from Sri Lanka and Bangladesh and India
Green tea market is growing
Some market are not yet explored by competition
Threats
Strong marketing campaigns of Unilever
Climatic conditionsHigh import dutiesThe unstable rules and
regulation of the government
MARKETING MIX
Product (TAPAL DANEDAR)
The Core: Tea Beverage
The Actual Product: Packaging & Labeling Branding Trade Name Brand Personality Brand Equity
Price (TAPAL DANEDAR)
Pricing Strategy: Cost Oriented
Less Prices Than Competitor: 200 gm Tapal Danedar
Hard Pack Rs 80. 200 gm Lipton Yellow
Label Rs 95.
Channel of Distribution (TAPAL DANEDAR)
Distribution Channel: Manufacturer
------ Distributor---------Retailer --------Consumer
Warehouses in Pakistan: 1. KARACHI 2. HYDERABAD 3. SUKHUR 4. MULTAN 5. RAIWIND
Promotion (TAPAL DANEDAR)
ATL: Focusing on broadcast
and print media promotion by placing ads on T.V
BTL: Focusing on display
racks, sign boards etc. mainly placed to different retailers for heavy promotion against their competitors.
THANK YOU!