a well known name in the Tea
Industry in Pakistan, started business in
Tapal’s has been a journey of success.
Tapal bagged international certifications
and has introduced products like Tapal
Danedar, Mezban SuperDust , Teabags,
Gulahar Green Tea etc that have been
very popular with consumers.
Tapal launched Ice Tea, a cold beverage for the
first time in their history, on 14th June 2012.
There were branded Ice Tea options already
available in the market.
Tapal introduced tea in many flavours, and in cans
for Social Class SEC B.
Tapal Ice tea campaign was an extensive
campaign, included TV, Radio, OOH, BTL activities
and free sampling. It was for the first time that a
brand launched its portal to interact with the
Yet, Tapal Ice Tea failed in the market.
New product category
Unconventional taste and product category
with already established Tapal
Benefit of being the first entrant in the Iced
Caffeine content stimulates the mind
to convince consumers to switch
from traditional colas and cold coffees to
Taste has not been developed for Ice tea
market of young people
People are becoming more health conscious
People who stop drinking tea in summers can
become Tapal’s Iced Tea customers
People who are not tea drinkers and avoid
cold drinks for health reasons can be
attracted to the product.
may dislike the flavor
The product maybe rejected by the target
If direct competitor Lipton brings it’s iced
tea into the market, it will also pose threat
to Tapal Iced Tea.
Target Audience does not know how to
use iced tea
It can be said that there are two kinds of audiences for iced tea.
Health conscious people: People who thinks a lot before consuming
beverages and eatables
People frequently on the move: Students mostly, and professionals
Keeping these people in mind, we have selected the following
segment for Tapal’s iced tea.
Age : 15 – 24 boys and girls
SEC : B+ and above
Type: Students, young adults entering the professional lives,
Likes Pop Music
Goes on long drives
Popular in their circles
Have lots of friends
Go on outings with friends regularly
Drinks coffee or soda
Watches western shows on TV
Travels by car
Dependant on their parents
Hang out at cafes and modern eateries
Audience is not a fan of tea
The name of iced tea brings a herbal
mixture in mind
Target audience associates the word “tea”
with middle aged people
faces a tough competition from both
branded and unbranded tea. Unbranded tea
has almost half the share of the total tea
industry. While, among the branded tea the
sales competition with Lipton is cut throat.
In the Ice tea category Tapal has a monopoly.
Tapal would face a competition in the Iced tea
category only when Lipton and Nestle enter
the market with their iced tea brands which
are popular worldwide but are not marketed in
Pakistan as of yet.
Relax and chill
Beat the heat with Tapal Ice Tea
Age: 20 - 30
SEC: A and above
Type: Young males and females who live an active life. Consumer
Have leisure time
Age: Below 20 and 30+
SEC : Below A
Type: Housewives, students, old people, professionals, cafes,
The solution to chill when the weather gets too hot to handle
Young and Vibrant
Tapal Ice Tea Sachet
Flavors : Lemon lime and peach
Making iced tea from sachet
An exotic location
Heat of the sun
People sweating due to heat
Use of ice
The whole scene sculptured with ice
Chill Karo – tagline
Lack of research
Improper use of brand equity
Refreshing and energizing youth
Taking the big idea, the campaign intends to tell youth that this
refreshing drink is a better substitute for coffee and cold drink.
Competitive benefits for the consumer
Less Caffeine than coffee
Less calories than cold drink
Low sugar quantities
Less fizz, hence not bad for health
More emphasis will be placed on less calories and less sugar.
We want our product be the brand to use when a person needs to
refresh. It should be a complete replacement for coffee and cold
We intend to make the consumer aware of the new tea variant as a
healthier option to what they already are consuming.
Setting a new trend to consume iced tea instead of coffee or tea.
Slice of Life
Tapal is not currently promoting ice tea.
Total Estimated Budget - 70 Million
Distribution of budget on different mediums
ATL - 3.5 million
Print - 0.5 million
BTL - 1 million
Radio - 1 million
Geo – Entertainment
Cable Advertising – World call
(Drive time and youth related popular shows)
Fashion Magzines like She, Women’s Own
Billboards outside upscale educational institutes
Billboards on main roads where most of the Target Audience is
expected to travel
Posters in cafes
Transit advertising: Moving vehicle
Non traditional Media
Twitter, hourly updates
Application on facebook
App for android users offering social acceptance tips and
tricks on a daily basis
at Atrium, Cineplex (KHI, LHR &
Shop Signage branding of SEC B area stores
of round about turnings:
Air cutting Fountains with chill air:
In universities & colleges:
Promotions on FB:
Advertising has been discussed above
Get association with Teach for Pakistan initiative, sponsor Teach for Pakistan
programs and events.
Announce 10 student scholarships yearly
Inviting media organizations (FM 91, FM 89, Dawn, Style 360, Aag TV, ARY
Musik, etc) to concerts.
Get people to engage with Facebook page and on Twitter.
Contacting cafes to place Tapal Iced Tea refrigerator in a prominent location
Participation in Dawn Lifestyles
Chance to enter a lucky draw on buying a certain number of units of ice tea.