PRESENTATION
( M arketing

Management)

Sajjad Hussain
no 87
BBA 5th

Class

(IBMS)The University of Agriculture
Peshwar

...
Marketing Strategies of TAPAL








Industry Analysis
Situation Analysis
Company Analysis
Brand Description
Competitor analysis
SWOT Analysis
M...
INDUSTRY ANALYSIS
Discovery of Tea






First cultivated in China
(Chinese Emperor Shen-Nung )
Taken to Japan in 800 AD
Introduced in ...
Discovery of Tea
History of TAPAL Tea





TAPAL Family
(Founder Adam Ali Tapal)
First Retail Outlet
(Jodia Bazar, Karachi)
Faizullah A...
SITUATION ANALYSIS
Market Summary
Total Tea Market present in
PAKISTAN
(150,000 Tons)
 Organized Market
(80,000 Tons)
 Unorganized Market
(...
Market Share
COMPANY ANALYSIS
Mission Statement
“To satisfy our stake holders as
a guiding principle in our
principle be a benchmark for
quality, creati...
Marketing Objectives
  To create a strong consumer

awareness against unorganized tea
product,
  To establish a wide bra...
DISTINCTIVE CAPABILITIES
Commitment to Quality
Never compromise on Quality
 In December 1997, Tapal Tea
became the first Pakistani Tea
Company to ...
Pioneers of…
Soft Packs
 Metal free Teabags
 Provide jobs saving country’s
valuable foreign exchange.
 1st national tea...
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 t...
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
 Gre...
Threats
 Strong marketing

campaigns of Unilever
 Climatic conditions
 High import duties
 The unstable rules and
regu...
MARKETING MIX
Product (TAPAL DANEDAR)
 The Core:
 Tea Beverage

 The Actual Product:






Packaging & Labeling
Branding
Trade N...
Price (TAPAL DANEDAR)
 Pricing Strategy:
 Cost Oriented

 Less Prices Than
Competitor:
 200 gm Tapal Danedar Hard
Pack...
Channel of Distribution (TAPAL DANEDAR)
 Distribution Channel:
 Manufacturer
------ Distributor---------Retailer
-------...
Promotion (TAPAL DANEDAR)
 ATL:
 Focusing on broadcast and
print media promotion by
placing ads on T.V

 BTL:
 Focusin...
THANK YOU!
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Analyzing & Evaluating Marketing Strategies of TAPAL

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Tapal tea presentation

  1. 1. PRESENTATION ( M arketing Management) Sajjad Hussain no 87 BBA 5th Class (IBMS)The University of Agriculture Peshwar Given by: Sir Atif Ullah
  2. 2. Marketing Strategies of TAPAL
  3. 3.        Industry Analysis Situation Analysis Company Analysis Brand Description Competitor analysis SWOT Analysis Marketing Mix
  4. 4. INDUSTRY ANALYSIS
  5. 5. 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
  6. 6. Discovery of Tea
  7. 7. 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)
  8. 8. SITUATION ANALYSIS
  9. 9. Market Summary Total Tea Market present in PAKISTAN (150,000 Tons)  Organized Market (80,000 Tons)  Unorganized Market (70,000 Tons) 
  10. 10. Market Share
  11. 11. COMPANY ANALYSIS
  12. 12. Mission Statement “To satisfy our stake holders as a guiding principle in our principle be a benchmark for quality, creativity and ethical values.”
  13. 13. 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.
  14. 14. DISTINCTIVE CAPABILITIES
  15. 15. 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 
  16. 16. 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 
  17. 17. BRAND DESCRIPTION
  18. 18. Brands
  19. 19. BCG Matrix
  20. 20. Target Market TAPAL has different target market for its brands  The target of TAPAL DANEDAR brand is the urban areas of the country  Use 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. 
  21. 21. COMPETATIVE ANALYSIS
  22. 22. Major Competitors  Unilever Pakistan which has the 43% of market share with its different brands:  Other Tea Brands:
  23. 23. SWOT ANALYSIS
  24. 24. Strengths  Continuous innovation  First to introduce soft pack  Export  Strong R&D team  Good brand awareness
  25. 25. Weaknesses  Position its tea abroad  Import of products  Sales on cash  Tight quality control
  26. 26. 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
  27. 27. Threats  Strong marketing campaigns of Unilever  Climatic conditions  High import duties  The unstable rules and regulation of the government
  28. 28. MARKETING MIX
  29. 29. Product (TAPAL DANEDAR)  The Core:  Tea Beverage  The Actual Product:      Packaging & Labeling Branding Trade Name Brand Personality Brand Equity
  30. 30. 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.
  31. 31. Channel of Distribution (TAPAL DANEDAR)  Distribution Channel:  Manufacturer ------ Distributor---------Retailer --------Consumer  Warehouses in Pakistan: 1. KARACHI 2. HYDERABAD 3. SUKHUR 4. MULTAN 5. RAIWIND
  32. 32. 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.
  33. 33. THANK YOU!
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