Your SlideShare is downloading. ×
0
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Tapal
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Tapal

335

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
335
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Show an ad
  • Transcript

    • 1.  Tapal, a well known name in the Tea Industry in Pakistan, started business in 1947.  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.
    • 2. 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 consumers.  Yet, Tapal Ice Tea failed in the market. 
    • 3.  Expensive  Lack of awareness  New product category  Unconventional taste and product category
    • 4.  Flavour  Healthy  Refreshing
    • 5.  Strengths   Association with already established Tapal  Benefit of being the first entrant in the Iced Tea segment  Low calorie  Caffeine content stimulates the mind 
    • 6. Weaknesses   Hard to convince consumers to switch from traditional colas and cold coffees to iced tea  Taste has not been developed for Ice tea
    • 7.  Opportunities   Huge 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. 
    • 8.  Threats   People may dislike the flavor  The product maybe rejected by the target audience  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
    • 9.             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. Demographics Age : 15 – 24 boys and girls SEC : B+ and above Type: Students, young adults entering the professional lives, entrepreneurs
    • 10.                  Psychographics Fashion conscious Trendy Active 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 Classy Travels by car Dependant on their parents Hang out at cafes and modern eateries
    • 11.  Consumer Insights   Target 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  
    • 12.  Tapal 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.
    • 13.                 Big Idea Relax and chill Campaign Idea Beat the heat with Tapal Ice Tea Target AudiencePrimary Age: 20 - 30 SEC: A and above Type: Young males and females who live an active life. Consumer Insights Energetic Into sports Have leisure time Like soda Secondary Age: Below 20 and 30+ SEC : Below A Type: Housewives, students, old people, professionals, cafes, restaurants etc.
    • 14.                    Brand positioning The solution to chill when the weather gets too hot to handle Brand image Young and Vibrant Appeals Rational Logo Tapal Ice Tea Sachet Flavors : Lemon lime and peach Making iced tea from sachet Emotional An exotic location Heat of the sun People sweating due to heat Use of ice The whole scene sculptured with ice Chill Karo – tagline Creative strategy Exageration
    • 15.  Opinions and suggestions  Lack of research  Undeveloped Product Category   Communication Error  Improper use of brand equity  SKUs
    • 16.             Message Strategy Big Idea: Refreshing and energizing youth Campaign Idea: 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.
    • 17.               Positioning 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 drinks. Advertising objectives Information We intend to make the consumer aware of the new tea variant as a healthier option to what they already are consuming. Trend setting Setting a new trend to consume iced tea instead of coffee or tea. Creative Strategies Slice of Life Humor Exaggeration
    • 18.  Budget Allocation   Tapal is not currently promoting ice tea.   Total Estimated Budget - 70 Million Rupees  Distribution of budget on different mediums  ATL - 3.5 million  Print - 0.5 million  BTL - 1 million  Radio - 1 million
    • 19.                               Media Strategies ATL TV: Aag TV ARY Muzik Style 360 Geo – Entertainment HUM TV ARY Digital Cable Advertising – World call Radio: FM 100 FM 106.2 FM 103 FM 89 FM 91 (Drive time and youth related popular shows) Magazines Smash Herald Aurora Fashion Magzines like She, Women’s Own Dailies Express Tribune The News Daily Dawn
    • 20.              OOH advertising 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 Pakwheels.com Facebook page Twitter, hourly updates Application on facebook App for android users offering social acceptance tips and tricks on a daily basis
    • 21.  BTL  Branding at Atrium, Cineplex (KHI, LHR & ISB)  Shop Signage branding of SEC B area stores   Branding of round about turnings:  Air cutting Fountains with chill air:  Chillaxing Hall:  In universities & colleges:  Promotions on FB:
    • 22.                 Promotion Mix Advertising has been discussed above Public Relations Get association with Teach for Pakistan initiative, sponsor Teach for Pakistan programs and events. Announce 10 student scholarships yearly Publicity 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. Direct Marketing Contacting cafes to place Tapal Iced Tea refrigerator in a prominent location Exhibitions Participation in Dawn Lifestyles Sales Promotion Chance to enter a lucky draw on buying a certain number of units of ice tea.
    • 23.  TVC, Radio spot, Print ad
    • 24.  We would like to thank Ms. Nida Shaukat for her dedication in teaching us the Principles of Advertizing. We hope that we have not failed her. A tribute to our Course Instructor.

    ×