Tapal Marketing


Published on

Published in: Marketing, Business, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Definetapalevent marketing activities
  • Explain Due to unefficiency how decisions are affected.Explain that Tapal can produce Black tea, Green tea, and Ice tea etc, but further Tapal has to depend largely on mass advertisement.
  • Tapal Marketing

    1. 1. MARKETING PROJECT BY TALHA MAHMOOD Assigned By Sir Hassan Haroon
    2. 2. Contents:                History Of Tea Introduction of Tapal. Vision Statement Mission Statement. Company Portfolio. Brands. SWOT Analysis (Strengths ,weakness, opportunities, threats) Target Marketing Target Segmentation Positioning Competitors 4 P’s (Product , Price , Place , Promotion. BCG Matrix. Recommendation Conclusion.
    3. 3. HISTORY OF TEA: • After water, tea is the most widely-consumed beverage in the world! • The discovery of tea has its origins in China in the third millennium BC, making it about 5000 years old. • Today tea is grown in Sri Lanka, Indonesia, India, Bangladesh, Kenya and other places, making the tea trade truly global.
    4. 4. INTRODUCTION OF TAPAL • Tapal Founded in 1947 by Aftab Tapal. • Tapal Tea has become the largest, 100% Pakistani owned tea company in the country. • The Tapal has modern state-of-art building and modern warehouses for storage.
    5. 5. VISSION STATEMENT:  “To satisfy our stakeholders and as a guiding principle to our business; be a benchmark for quality, creativity and ethical values”
    6. 6. MISSION STATEMENT: The Management and the employees of Tapal Tea (Private) Limited are committed to: • Produce product that meet the customer’s requirements & expectations. • To create value and make a difference. • Participate individually & collectively as a team towards the improvements of processes, personnel, environment & ethical values.
    7. 7. Company Portfolio:  CEO: Aftab Tapal.  Head office Location : Plot 40, Sector 15, Korangi Industrial Area,Karachi,Pakistan-74900.  Company Type: Manufacturer of Tea.  Established in 1947
    8. 8. Top 5 Shareholder’s : Aftab Tapal Kumail Tapal Mehvish Tapal Maria Tapal Rashida Tapal • 50% Shares • 16.6% Shares • 8.33% Shares • 8.33% Shares • 16.6% Shares
    10. 10. SWOT ANALYSIS Internal Factors Strengths Weakness Opportunities External Factors Threats
    11. 11. Strengths:  Event marketing.  Strong Brand Name.  Innovation and the high quality products.  Strong distribution network.  Export.
    12. 12. Weakness:  Centralization Of Decisions.  Less concentration on advertisements.  Neglecting some of the brands like gul bahar green tea, jasmine
    13. 13. Opportunities:  In the long run there is going to be a lucrative market for Ice- Tea and flavored Tea,  There are markets in Punjab, N.W.F.P and Balochistan, which are not as yet explored by competitors.  Green Tea market is growing.  Tapal has many varieties and by its accepted price it is easily reachable in local
    14. 14. Threats:  Due to weather condition people mostly prefer soft drinks.  Illiterate people go for loose tea which is substandard as well.  Intense competition can pay so they have to keep their eyes open.  Competitors gaining market share in other provinces.
    15. 15. Marketing Strategy And Marketing Mix
    16. 16. Target Marketing:  The broad category of target market of Tapal would be all tea lovers.  There diversified product line caters to various segments of consumers. like :
    17. 17. Target Segmentation: Tapal’s consumers can be segmented on the basis of income strata. Class A: • It consists of consumers who have disposable monthly incomes of Rs. 20k. Class B: • It consists of consumers who have disposable monthly incomes between Rs. 20k & Rs. 12k Class C: • It consists of consumers who have disposable monthly incomes between Rs. 12k and Rs. 8k
    18. 18. Positioning:  TO A class and B+  FOR TAPAL DANEDAR  DIFFERENTIATION DANEDAR TEA
    19. 19. Competitors:  The main competitor of Tapal is the Unilever Pakistan which has the 43% of market share with its different brand.
    20. 20. 4 P’s: Product: The core • Tea Beverage The actual product • Branding: red color, aspect of refreshing, hard pack and soft pack both. • Trade name: Tapal Danedar, a TAPAL product • Brand personality Freshness, Healthy, Innovative, etc. • Brand equity: Tapal Danedar provides a quality, consistent, innovative and accessible tea reputation.
    21. 21. Price: The pricing strategy that they are following for Tapal is cost oriented as the price that Tapal is taking is comparatively low then its main competitor Yellow label tea. The price going for some products are: BRAND T.P R.P TAPAL 95GM 69.8 73 TAPAL 190GM 135.2 143 TAPAL 500GM 326 345 TAPAL 950GM 640 675
    22. 22. Place Channel of distribution: Manufactures Retailers Distributors Consumers Tapal has 5 main warehouses in Pakistan which are located in the following cities:
    23. 23. Promotion: Tapal is and always have been promoting their products through organizing different events and e.t.c.. Some of its promotional activities are as follows:  Using both ATL and BTL for promotion.  Modern Trade.  Tapal Music activities.  Electronic Media.  Sales Promotion Strategies.
    24. 24. BCG MATRIX • Family Mixture • Tapal Danedar • Jasmine Green Tea • GulBahar Green Tea. • Ice Tea • Chenak Dust • Special Tea Bags • Safari Chai
    25. 25. Recommendation:  Tapal should demonstrate that ice tea is healthy drink it is suitable for diet conscious because has low calories and without carbonated gas.  Tapal should visit colleges, malls and different areas for awaring people about taste, quality benefits of ice tea
    26. 26. Conclusion: At the end we concluded that:  When any company want to enter in a new market and extend his product portfolio, it should consider the culture, society, climate and the trends which a society have.  Organization should manufacture their products according to the needs, wants and demands of the consumers of the society.  The marketing strategy should be aligned with the mission statement of the organization and strategy should be execute on time.