3. HISTORY
TAPAL family
• (Founder Adam Ali Tapal)
First retail outlet
• (Jodia Bazar Karachi)
Faizullah A. Tapal
• (Founders son)
Aftab Tapal
• (Founders grandson and present CEO of TAPAL Company)
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4. Name TAPAL TEA
Specialties Blending, Packaging, Marketing & Distribution of Tea
Founded 1947
Website http://www.tapaltea.com
Industry Food and Beverages
Type Privately Held
Headquarter Plot 40, Sector 15 Korangi Industrial
Area. Karachi, Sind75400 Pakistan
Company size 201-500 employees
Company Profile
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5. PRODUCTS OF COMPANY
1947 1984 1988 1988 1988 2000 2003
Tapal Family
Mixture
Tapal
Chenak Dust
Tapal
Danedar
Tapal
Mezban
Dust
Tapal
Gulbahar
Tapal Green
Tea
Tapal
Tezdam
1. Jasmine
2. Elaichi
3. Lemon
4. Mint
FLAVORS
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6. Company TAPAL Tea (private) Limited
Product Name TAPAL DANEDAR
Product Launched 1988
Colour Red, green
Pricing Rs 150
Net Weight 200gm
Packaging hard packs, sachets, pouches, a high utility jar and
a range of innovative tea-bags
Procedure of making tea given on each pack
Category Beverage, tea
TAPAL DANEDAR PRODUCT OVERVIEW
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7. 4P`S ANALYSIS
PRODUCT
TAPAL DANEDAR (200 gm)
• Calories 0%, total fat 0%, sodium 0%, potassium1%, total carb 0%,
protein 0%
• Other required ingredients are water and sugar
Procedure of preparing tea is given on every pack
Takes only 3 minutes
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8. PRICE
• Competitive pricing strategies
• 200 gm TAPAL DANEDAR pack Rs 150
PLACE
• Tea is supplied through a distribution network more
than140,000 outlets in Pakistan.
• It is available at retail outlets, wholesale shop, super stores
etc
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9. PROMOTION
• ATL
Focusing on broadcast and print media promotion by placing
ads on TV
• BTL
Focusing on display racks, sign boards
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10. STP ANALYSIS
SEGMENTATION
• People with diverse income segments
• Housewives', models, students
TARGET MARKET
• Urban areas of the country
POSITIONING
• USP: AB DIL KI SUNO!
• Distinct taste, aroma and rich color
• PAS Award for two consecutive years, in 2011 and 2012 for the campaign “Har Mizaj
Se Ashna” in the “Hot Beverages” category.
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