marketing management presentation on tapal tea by asif qureshi acca
TRANSCRIPT
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