Ma’am Uzma Waqas

BASIC ANALYSES OF TAPAL BRAND

Submitted to

Product selected: Tapal Danedar

Prepared By:JAVERIA ATIQ

IQRA UNIVERSITY

PESENTATION OVERVIEW:

1. Introduction2.Tapal Brands3.Tapal vision and mission statement4.Tapal Danedar (as product selected)5.Positioning strategy6.Market segmentation7.Product lifecycle8.Marketing mix

INTRODUCTION

“Laal hai toh Tapal hai” is their slogan which explains that red is the color which translates our happiness, joys, relations and emotions.

It stands out as the color of Pakistani folklore and customs, weddings, festivity and sentiments.

Tapal did extensive marketing research and then came out with this vibrant red eye-catching design.

Even through its advertisements it

explicitly illustrates how the color red is symbolizes togetherness of the nation.

From this we can easily conclude how Dander's values, features, design and style is compatible to its customers and their lifestyle.

DIFFERENT BRANDS OF

TAPAL

DANEDAR

FAMILY MIXTURE

ICE TEA

SHADES OF GREEN

JASMINE

ELACHI

LEMONCHENAL

MEZBAN

TEZDUM

OTHER BRANDS

GULBAHARTAPAL

SPECIAL TEABAGS

TAPAL SAFARITA

PAL

B

RA

ND

S

“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."

VISION STATEMENT

MISSION STATEMENT

.

Tapal Danedar is the largest selling tea brands of Pakistan

Tapal Danedar is available in jars, pouches, tea bags and hard packs

The name ‘Danedar’ is evocative and suggests a blend consisting of premium quality Kenyan BP1s ‘danas’ or granules. These curled leaves are considered to be the most premium form of tea and the Danedar blend is especially created to suit the local taste buds combining a lively flavor with a rich color and a distinct aroma making it a nationwide best seller.

POSITIONING STRATEGY

Positioning statement is the most internal and confidential element of brand personality. On the basis of our observation we find that positioning strategy of tapal Danedar as

Currently tapal danedar has positioned itself as an all-purpose quality brand.With its advertisement directed towards traditions and family values , togetherness, bond and unity with differentiating on the basis of quality mixture offering and their deep-rooted links with tea and tea-time.

Every integrated campaign carried, conveys the same message of being family oriented, bonding and togetherness.

SWOT ANALYSIS WEAKNESS

1. Relying excessively on Sindh sales

2. Neglecting some of the brands in the portfolio; e.g. “Gulbahar Green Tea”, Jasmine Green Tea, Chenak Dust etc.

OPPURTUNITIES1. Overseas Growth through

increasing export of Tapal in many countries.

2. Decrease in imports by cultivating tea on their own lands locally

3. Marketing in rural areas

STRENGTHS 1. Strong brand name2. Strong distribution network3. Extensive product line4. Consistent quality5. Loyal customer base in Sindh6. Pioneers in Soft packagingTHREADS

1. Competitors gaining market share in

Other provinces2. Due to the black market, smuggled tea is available at cheaper prices

Tapal Danedar is currently at its maturity stage on the product life cycle graph.

Tapal have established their brands in the market and are enjoying huge profit margins.

PRODUCT LIFE CYCLE

•As Tapal danedar is at its maturity stage it is very necessary for brand to do efforts to sustain in the current stage that is maturity stage.•“The change of tagline [from har lamhay ki chah to ab dil ki sunno] is part of our journey to reposition the brand from ‘tea for every occasion’ to reflect the different attitudes of our target audience who listen to their heart.”

CONTINUE….

MARKET SHARE

43%

41%

6%

4% 6%

Sales %

UL TAPAL VITALTETLY OTHERS

53%47%

Pakistan Tea Market

Branded tea Loose tea

•CONTINUE….

•Lipton and Tapal have direct one to one competition because they not only have higher market shares and their business growth rate is higher and they believe in continuously investing in their businesses for expansion purposes.• Supreme business growth wise, its progress is pretty slow but as far as the market share is concerned, it absolutely has a greater market share than Tetley or Vital•Tetley and Vital, both have least market share The low market share is an issue at their end and if they do not work on improving it they might end up in the decline region. It is important for them to further diversify their businesses if they want to sustain themselves in the current market scenario.

Geographical Demographics

World region Asia Age 18-60

Country Pakistan Gender Male, female

Cities All major cities of Pakistan

Family size 1-2, 3-4, 5+

Density Urban Family life cycle

Married, Unmarried

Climate Hot and Dry Income Rs 15000 +

Occupation Labor, business man , entrepreneurs , self employed & student

Psychographics

Behavioral

Social class Middle, middle- upper, upper

Occasions Regular occasions, parties

Life style Trendy, quality conscious, trying to differentiate themselves, family belongings, cultural & heritage values, pride, unity lovers, patriotism

readiness Aware through ATL and BTL, Interested

Loyalty status strong

Personality Elegant, simple, extrovert benefits Quality, taste, aroma

MARKET SEGMENTATION

MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

PR

OD

UC

T The Core Benefit• Tea Beverage

The Actual Product • Packaging and labeling: sachets (rs 3 and rs

5), jar (450 gm), hard pack (30gm, 100gm, 200gm), economy pack (400gm, 1000gm)

• 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.

PR

ICE

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

• Various factors need to be considered while pricing a product. The factors considered by Tapal Danedar are mainly cost of the tea, demand, purchasing power of its consumers, economic conditions

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

PR

ICE

Pack size New price Your saving

Danedar 100 gm

59 6

Danedar 200 gm

113 12

Danedar 400 gm

219 21

Daneda 450 gm jar

272 28

Danedar 1000 gm

518 52

Danedar 100 tea bags

255 25

PLA

CE

•Tapal Danedar has a wide distribution network linking various intermediarieswhich perform assorted functions.

•TAPAL has 5 main warehouses in Pakistan which are located in Karach, Sukur, Hyderabad, Multan, Rawalpindi

•Tapal Danedar is distributed through a conventional marketing channel that comprises of a manufacturer, wholesalers, and retailers. These perform their important tasks of information dissemination, negotiation, ordering, financing, risk taking, storage, and promotion. Manufactu

rerWholesale

r retailer End consumer

PLA

CE

• Tapal caters to its customers by providing Tapal Danedar to more than 140,000 outlets in Pakistan, which include superstores, department stores, general stores, medical stores, grocery stores, merchants, etc.

• 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%

. .

PRINT AD PROMOTION:

. CONSUMER PROMOTION:

. BTL ACTIVATION