Marketing Management Presentation on Tapal tea

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Marketing Management Presentation on Tapal tea

  1. 1. By Muhammad Asif Qureshi
  2. 2. Overview about history of Tapal Mission and Vision Statement Brands of Tapal Marketing Mix of Tapal Product Life Cycle
  3. 3. Adam Ali Tapal was the founder of the Tapal Company. He formulated a unique tea blend, named family mixture. Eventually became the largest selling brand. Introduced different tea brands.
  4. 4. “To be a benchmark for quality, creativity and ethical values.” "We are at Tapal are committed to create powerful brands for our diverse consumer base."
  5. 5. DIFFERENT BRANDS OF TAPAL DANEDAR FAMILY MIXTURE ICE TEA SHADES OF GREEN JASMINE ELACHI LEMONCHENAL MEZBAN TEZDUM OTHER BRANDS GULBAHAR TAPAL SPECIAL TEABAGS TAPAL SAFARI
  6. 6. PRODUCT PRICE PLACE PROMOTION
  7. 7. • The Core • Tea Beverage • The Actual Product • Packaging and labeling: • Branding: Red color, aspect of refreshing, hard pack and soft pack both. • Trade name: Tapal Dander, a TAPAL product • Brand personality Freshness, Healthy, Innovative, etc. • Brand equity: Tapal Danedar provides a quality, consistent, innovative and accessible tea reputation.
  8. 8. • Tapal follows high-medium price strategy in which it offers high quality tea at reasonable prices. • Tapal also follows a Going Rate Pricing strategy, in which it bases its price largely on competitors’ price that is Unilever. • Unilever being the market leader always sets the price, and then Tapal accordingly allocates its prices, always lower than that of Unilever. • Besides taking the competition into account, Tapal does cost plus pricing
  9. 9. • In the beginning the company sole aim was to capture the tea market of Karachi, as they were already in tea business here, only and then strategically build there network to other cities of Pakistan. • Now Tapal has a distribution network spread across Pakistan, from Karachi to Khyber with over 410 distributors, Extensive training programs are provided for the devoted sales personnel. The popularity of its fine brands is unabated, making it the No.1 national tea company in Pakistan.
  10. 10. END USERS /APPLICATIONS OF PRODUCTS
  11. 11. Tapal has a wider distribution coverage in the South where as Unilever has better distribution in the North. Therefore, Tapal’s main objective is to increase their sales in the North. It ensures that it places its tea in the same outlets as its competitors in order to maximize availability. The distribution coverage of Tapal is as follows: Karachi 14% Lahore 34% Islamabad 18% Sukkur 22% Hyderabad 12% Tapal caters to its customers by providing Tapal Danedar and Family Mixtures to more than 140,000 outlets in Pakistan, which include superstores, department stores etc
  12. 12. Major Activities
  13. 13. Transformed Soft Pack to Hard Pack with the use of the following communication platforms •Sales Briefing Sessions •Pack Revealing Ceremony •Press Conference •Press Advertisement •Radio Commercial Airing •Bill Board Advertisement •Shop Signage's
  14. 14. Thematic campaign was also launched with complete ATL and BTL support The TVC was aired on •GEO Entertainment •GEO News •HUM TV •ARY Digital •ATV •Express News •KTN •APNA
  15. 15. • A CP was offered in the month of March which ran nationally across all channels • A “Glass Mug” was offered free with every box of DD TB 200g • The CP was put forward with the following support – POS material – Radio Commercial – Mobile Backlighted Vans
  16. 16. By Muhammad Asif Qureshi

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