The document acknowledges and thanks various people who helped in completing a report on Lipton Cardamom Tea. It thanks Allah for giving the ability to complete the report. It also thanks the teacher, Miss Shehnaz Meghani, whose guidance helped in preparing the report. Special thanks are given to Mustafa A. Khan, Managing Director of Trust Professional (Pvt) Ltd, who provided detailed information about the product. The document states that all those involved played an active role and hopes the report provides useful knowledge and information to readers.

1. ACKNOWLEDGEMENT
We here by thank Allah who gave us the ability and strength to complete this report.
We also thank our teacher “Miss Shehnaz Meghani” whose encouraging guidance
helped us to prepare this report on “Lipton Cardamom Tea”; the work that has been
put up in this report would not have been possible without her guidance and support.
We also take this opportunity to show our deep gratitude to all persons who have
directly or indirectly helped us while making this informative report. We would like to
give special thanks to Mustafa A. Khan, Managing Director Trust Professional (Pvt)
Ltd who provided us detailed information regarding the product and give us all the
necessary information required to complete the report.
No doubt, all the people who were involved while making report played an active and
wonderful role. We hope that this term report will provide useful knowledge and
information regarding our research product to the reader.

2. 2
GROUP MEMBERS
1. MUHAMMAD ADEEL MUSTAFA
2. ASMA HALEEM
3. KASHIF BALOCH
4. RABIA HASSAN
5. SYED AFAQ HASHMI

3. 3
PREFACE
During the course ‘Principles of Marketing’ our team was assigned to prepare a report
based on the marketing strategies of a well-known product.
Our assigned product is Lipton’s Cardamom Tea backed by Unilever.
During the collection and analysis of data, we didn’t face any problem while acquiring
the related information. All the related problems, which were faced by us, are already
kept in risk assessment time and minute in nature, so due to that factor we have
completed our report in time.
This report will definitely create a better understanding of marketing concepts and
their implementation in a real life scenario. This report is about a known product,
which is easily available in the local market and comes under the category of Fast
Moving Consumers Goods (FMCG). After reading this report, the reader can
understand how big companies like Unilever make marketing strategies for
themselves and for their business units, especially focussed on LIPTON’S
CARDAMOM TEA.

4. 4
EXCUTIVE SUMMARY
• Unilever was created in 1930 when the British soap-maker Lever
Brothers merged with the Dutch margarine producer, Margarine
Unie.
• Unilever Company came into the Pakistan market in 1949 with the name
of Lever Brothers Pakistan.
• Changed the name Lever Brothers Pakistan to Unilever in year
2003.
• The leading consumer products company in Pakistan, a
multinational with deep roots in the country.
• The average per annum consumption of tea is 150 million kilograms
• Lipton has the slogan LIPTON TEA CAN DO THAT.
• Lipton enjoys a huge market share.
• The main charisma of the product is the aroma and the new taste.
• Major competitors is Tapal
• Under the BCG Matrix, LIPTON CARDAMOM TEA lies in the question
marks stage.
• The product is in the growth stage.
• The product only caters the niche market.
• Consumers are emotionally attached with this brand, and in loyalty
pyramid comes under committed buyers.
• The distribution of the product is not intense.
• Practice the product development strategy

5. 5
TABLE OF CONTENTS
ACKNOWLEDGEMENT...........................................................................................1
GROUP MEMBERS....................................................................................................2
PREFACE.....................................................................................................................3
EXCUTIVE SUMMARY.............................................................................................4
TEA OVERVIEW........................................................................................................6
COMPANY PROFILE.................................................................................................7
Company Mission Statement.................................................................................................8
Company Values...................................................................................................................9
Unilever Market.................................................................................................................10
LIPTON INDUSTRY PROFILE..............................................................................15
Mission Statement of Lipton...............................................................................................16
Swot Analysis......................................................................................................................16
Lipton Cardamom Tea........................................................................................................17
......................................................................................................................................18
SITUATIONAL ANALYSIS.....................................................................................19
Microenvironment Factors.................................................................................................19
Macro environment Factors...............................................................................................20
MARKET SEGMENTATION..................................................................................22
TARGET MARKET..................................................................................................24
Market Size Calculation.....................................................................................................24
POSTIONING.............................................................................................................26
“CARDAMOM TEA FOR THE PERFECT TASTE”...........................................27
REASONS TO LAUNCH THE PRODUCT............................................................27
4-PS OF LIPTON CARDAMOM TEA....................................................................28
Product...............................................................................................................................29
Product concept..................................................................................................................29
Price...................................................................................................................................30
Place...................................................................................................................................31
Promotion...........................................................................................................................31
PRODUCT CLASSIFICATION AND CONSUMER BUYING BEHAVIOR.....33
Buying Behavior.................................................................................................................33
Perceptual Map..................................................................................................................34
BCG Growth Matrix...........................................................................................................35
PRODUCT LIFE CYCLE...................................................................................................36
COMPETITOR ANALYSIS.....................................................................................37
Tapal:.................................................................................................................................37
SWOT analysis of Tapal:....................................................................................................38
RECOMMENDATIONS to build customer’s equity..............................................40

6. 6
TEA OVERVIEW
The world's passion for tea is legendary, and as it became less a drink for the rich and
more a drink for the masses, the commerce of tea became big business.
Tea is Pakistan’s most popular and cheapest beverage. The annual consumption is
about 150 million kilogram, fluctuates at just less than 1kilogram per year; this is the
world’s seventh highest consumption. 66 percent of the country’s total population of
154 million lives in rural areas, where tea consumption is greatest
Today, tea is the world's second most popular drink (after water). It's easy to make,
affordable and one of the fastest growing beverages (6.5% over 5 years).
Pakistan became a major tea importer. It is now the world’s third largest tea importing
country. Kenya is the leading supplier with 57 percent of Pakistan’s import. Illegal
imports are substantial, nearly 1/3 of domestic consumption and a nearly 81 million
USD business.
The Pakistan’s tea-makers can be classified into the “blended and packed” segment of
the market and the “loose” tea segment. Blending, Packaging and distribution are
nominated by Unilever, the world’s largest transactional corporation in the tea
industry, and Tapal Limited, a very competitive local firm. Both are based in the port
of Karachi. There are some other minor players. Out of recent total legal imports of
114,000,000 kilograms, 70,000,000 kilograms went to the packers, while the rest was
imported by independent traders who sell “loose” tea in open markets.

7. 7
COMPANY PROFILE
Unilever was created in 1930 when the British soap-maker Lever Brothers merged
with the Dutch margarine producer, Margarine Unie.
At that time, an international merger was an unusual move. But the owners of the two
companies could see that bringing together complimentary businesses with strong
global networks would create new opportunities.
In the Thirties, Unilever introduced improved technology to the business. The
business grew and new ventures were launched in Latin America. The entrepreneurial
spirit of the founders and their caring approach to their employees and their
communities remain at the heart of Unilever's business today.
Unilever has universal appeal. One of the largest producers of packaged consumer
goods, Unilever operates in 150 countries in Asia, Africa, North America, the Middle
East, Western Europe, and Latin America.
Unilever is one of the world's leading suppliers of fast moving consumer goods in
foods, household and personal care products. Unilever are growing biggest brands
through innovative product development and compelling brand communications. Each

8. 8
of these brands has enormous potential to meet the changing needs of consumers
through a variety of products that fulfil their brand's promise. At the same time they
also have the potential scale, profitability and international appeal needed to be world-
leaders.
Unilever Best foods' strength lies in its ability to tailor products to different markets
and anticipate consumer’s demands. This comes from in-depth understanding of the
countries in which they operate and policy of listening to the customers.
Employing more than 247,000 people, Unilever is part of the Unilever Group owned
by the Netherlands-based Unilever N.V. and UK-based Unilever PLC. Unilever has
two global divisions, Home & Personal Care and Food.
COMPANY MISSION STATEMENT
• The leading consumer products company in Pakistan, a multinational with
deep roots in the country.
• Meet the everyday needs of people everywhere – to anticipate the aspirations
of consumers and customers and to respond creatively and competitively with
branded products and services which raise the quality of life.
• Drive to serve consumers in a unique and effective way.
• Attract and develop highly talented people, who are exited, empowered and
committed to deliver double-digit growth.

9. 9
• Serve everybody needs of all the consumers everywhere for foods. Hygiene
and beauty through branded products and service that deliver the best quality
and value.
• Strive to maintain an ever simple and enterprising business.
• Use superior consumer understanding to produce breakthrough innovation in
brands and channels.
• Committed to making continuous improvements in the management of our
environmental impact and to the longer-term goal of developing a sustainable
business.
• Brands capture the heart of consumers through outstanding communication.
• With branded products and services which raise the quality of life.
• Through managing a responsive supply chain management, they maximize
value from suppliers to customers.
• They are exemplary through commitment to business ethics, health,
environment and involvement in the community.
COMPANY VALUES
• Unilever Vision, Mission, Values, and Code of Business Principles are the
principle belief of the company.
• Employees are ambassadors of Unilever, both inside and outside the work
place.

10. 10
• Respect Individual differences and provide equal opportunity regardless of
gender, ethnic or social background.
• Treat each employee and contacts with respect, regardless of grade and job
title.
• Set the business priority accordingly.
• Respect time enthusiastically to achieve growth.
• Company search for new ideas even by the consumers.
• Every person is a potential Unilever customer, they treat all with respect.
• Ensure superior quality products and services and aiming for zero complaints.
• Never lose a consumer, Own the problem, win them back and ensure they feel
positively treated.
UNILEVER MARKET
Unilever caters in three categories and which include Food Brands, Personal Care
Brands and Home Care Brands.
BRANDS OF UNILEVER
Unilever Pakistan offers brands in three categories
1. Food brands
2. Home care brands

11. 11
3. Personal care brands
FOOD BRANDS
Blue Band
Brooke Bond A1
Flora
Lipton
Pearl Dust
Supreme

12. 12
HOME CARE BRANDS
Comfort
Rin
SurfExcel
PERSONAL CARE BRANDS
Clear
Close-up
Fair n lovely
Lifebuoy
Shampoo

13. 13
Life Buoy
Soap
Lux
Ponds
Rexona
Sunsilk

14. 14

15. 15
LIPTON INDUSTRY PROFILE
Unilever is one of the world’s greatest consumer goods company and Lipton is a
product of Unilever.
Sir Thomas Lipton was a Scottish-born entrepreneur and innovator who decided in
1880, at the age of 40, that he would make tea accessible to all at acceptable prices
and with a guaranteed quality. Before Thomas Lipton, tea had been expensive. It was
a beverage for the rich and variable in taste as a result of improper packaging and
transportation. Thomas Lipton acquired tea estates in Ceylon (today Sri Lanka) and
organized packaging and transportation at low cost to sell his teas 'direct from the tea
garden to the tea pot'. In 1893, he established the Thomas J Lipton Co., a tea packing
company with its headquarters and factory in Hoboken, New Jersey.
LIPTON teas were an immediate success in the US. Thomas Lipton was knighted by
Queen Victoria, who made him Sir Thomas Lipton in 1898 at the age of forty-eight.
Thanks to Sir Thomas Lipton, LIPTON is the world’s leading tea brand and present in
more than 80 countries.
LIPTON stands for brightness, vitality and fun. It compromises of yellow label, iced
tea and green teas. It is designed for upper middle, upper lower and upper middle
class. Lipton is a market leader in the industry. It comes in all the packages including
hard packs, jars and tea bags.
“LIPTON TEA CAN DO THAT”

16. 16
MISSION STATEMENT OF LIPTON
The mission of Lipton is to meet the everyday needs of the people everywhere to
anticipate the aspirations of our consumers and customers to respond creatively and
competitively with products, which raise the quality of life.
SWOT ANALYSIS
STRENGTHS
• Unilever is a multinational company
• Powerful heritage of Lipton as present in the Pakistan market since 1948
• Familiar with psychographics and demographics of the local consumers
• Strong brand mage and brand awareness in Pakistan
• Market leader as t has a 70% market share in branded tea.
• Larger sales force
• Strong and long-term relationship with distributors, wholesalers and retailers.
• Sound and experienced management.
• Excellent marketing department assisted by a highly regarded marketing
research unit.
WEAKNESSES
• Loss of market share to Tapal in Karachi and Multan
• Low market share in N.W.F.P.

17. 17
• Positioning of Lipton Yellow Label as a premium product to which consumers
have a weak emotional attachment
OPPORTUNITIES
• High rate of population growth
• Rising literacy
• Tea was added to the smuggled goods list in March 1998 and import duty was
reduced from 45 to 25 percent. This has collectively placed the entire
organized tea business in a more favorable position.
• Market opportunity of Lipton Yellow Label in rural areas
THREATS
• Threat from cheaper tea smuggled into the country via border areas of NWFP
and Balochistan seriously affecting Lever’s sales and earnings.
• Possible increase of Tapal and loose tea market shares
• Rising inflation, which reduces disposable income of consumers?
• Increasing import duties since a lot of raw materials are imported would raise
the price of its end products.
• Lipton’s profit margin is exposed to rupee devaluation.
LIPTON CARDAMOM TEA
Lipton has been playing the key role to provide its consumers with something better
and different in every way it can. Lipton once again with the extension in its product
mix has come up with the idea of introducing new flavor in the market, the cardamom

18. 18
flavor. The differentiation strategy of Lipton is the flavor and aroma. It is targeted for
the existing tea drinkers, providing them with something new and attractive, with
great aroma and taste.
Unilever has used product development strategy to introduce Lipton Cardamom Tea;
it has offered modified/new products to current markets

19. 19
SITUATIONAL ANALYSIS
MICROENVIRONMENT FACTORS
Microenvironment of a company is all the factors that affect its ability to serve its
customers. It includes the company, suppliers, marketing intermediateries, customer
markets, competitors, and publics
1. The Company
Unilever is the largest FMCG Company in Pakistan, which was established in 1948. It is an
international company, with head offices in most of the countries of the world. People at
Unilever work together to attain a single target, which is customer, need satisfaction. The
people at work, coordinates to achieve this target through setting up objectives and targets and
attaining them. Top Management set the mission and objectives, whereas the marketing
managers set strategies according to all these decisions and missions. Unilever strategy has
been quite amazing; their efforts go beyond just providing the products, more importantly,
providing consumers with the required health and nutrition information that can help them
make better informed choices to lead a healthier lifestyle
2. Suppliers
The suppliers have made an important link in the company’s overall
customer value and delivery system.
3. Marketing Intermediateries
Unilever marketing intermediaries have played an effective role in distributing its
products. Unilever products are widely available in nearly all retail stores. The
physical distribution of the firm is quite balanced and covers a very wide area.
Financial intermediaries of the firm are quite strong and depict a very firm relation
with the company. These have strongly helped the company in promoting its products.

20. 20
4. Customers
The customers have always been quite contended with the products. There’s a huge
wide range of products produced that are being used by consumers on regular basis.
The company has maintained its standard though out, that has helped in binding
strong relations with its customers. Customers don’t feel like switching to any other
brands and are blind folded by the standard and quality produced. The Unilever
Lipton cardamom tea targets very niche market, the concept is new and very few
people are aware of it.
MACRO ENVIRONMENT FACTORS
Microenvironment factors are all the societal factors, which affect the company; these
include demographics, economic, natural, technological, political and cultural forces.
1. Demographics
Pakistan is the country here tea intake is very high as compared to other countries of
the world. Generally, people consume 2-4 cups of tea per day. So demographically in
a country like Pakistan where tea intake is high, any production or development in the
line/product extension would help the company to grow.
The demographics include ages, location, gender, race, occupation etc.
Lipton is designed for upper middle, upper lower and upper middle class. The
potential market of Lipton is the people aged 10-60; it does not target the children.
2. Economics Forces
The buying of Lipton cardamom tea, which is for a particular class and niche market,
the economic factors like low income, the decline in the production, the inflation rate
might influence the buying pattern of the people.

21. 21
3. Cultural Factors
The Pakistani culture is considerably diverse and this diversity has produced unique
cultural amalgam of its own type. Although, the target market of Lipton Cardamom
tea are the people who are diverse and ready to try something new and fascinating,
which lingers to their taste buds and give them a refresh feeling.

22. 22
MARKET SEGMENTATION
Market segments are group of customers having similar needs / wants and
preferences. It enables the organization to more closely match it marketing mix with
the customers of same needs or demands.
Consumers can be grouped and served in various ways based on geographic,
demographic, psychographics and behavioural basis.
Tea drinking is our national habit, addiction and part of our evolutionary culture; it is
no more a fashion in Pakistan. Tea drinking has become such a habit in Pakistan that
such slogans for tea drinkers are in the air.
BANNU TERAY ABA KA CHAI KA KHOOKA
BANU MEI KHOLTA CHALA AYA
In such conditions when tea intake is high, people with changing moods and people
who want new things every now and then want some new flavors and good aroma,
variety is the spice of life for few people.
GEOGRAPHIC
Country Pakistan
Country Region All
Climate Moderate

23. 23
DEMOGRAPHIC
Age 12+
Gender Male-Female
Family Size Any
Income Rs 50000+
Occupation Professionals, Students, Managers,
Officials
Family life Cycle Single, Married, Divorced etc
Education Professionals, Graduates, Students
Religion Islam (majority)
Race Asian
Nationality Pakistani
PSYCHOGRAPHIC
Social Class Upper middles, lower Uppers, upper-
uppers
Life Style Achievers
Personality Cultured, energetic.
BEHAVIORAL
Occasions Regular, Special
Benefits Taste, Aroma
User Status Ex-user, regular user, first time user
Loyalty Status Strong
User Rates Medium user, heavy user
Readiness State Aware, interested, desirous
Attitude Towards Product Positive, Enthusiastic

24. 24
TARGET MARKET
Lipton Cardamom Tea has used concentrated niche marketing strategy. Lipton has
chosen Niche marketing because it goes for a large share of one or few segments. The
aroma and essence is not the need of everyone, only few classy people, who want a
great lifestyle with a touch of uniqueness will go for a cardamom flavored tea. Lipton
basically has targeted the urban areas and has concentrated on the upper and middle
classes {preferable age group ranging from (15 – 60)}. Today as both men and
women consume equal amounts of tea the age group segment selected for Lipton is 15
– 60 for they want to target those people who are young trendy, cosmopolitan hip and
cosmopolitan.
Lipton cardamom tea is a product of Unilever targeted for niche market with new
essence and flavor. It is high quality high price product. The people at Lipton
understood the need of the niche market, that the niche market is more innovative and
need changes. Moreover, Lipton does not focus on the households, the Lipton
cardamom tea focuses on the commercialism of this product. It is available to the
universities, offices and shopping malls. By doing so, it is targeted the needs of the
people who want comfort, quality, convenience and pleasure.
MARKET SIZE CALCULATION
Geographical:
Region: Pakistan (Lahore, Karachi & Islamabad)
City or metro Size: = 25.914 Million
Density: Urban (70% of metro size = 18.139 Million
Climate: Northern, Southern

25. 25
Demographic:
Age: 12+ (80% of Density) = 14.511 Million
Gender: Male, Female
Family Size: 3+ (80% of Age) = 11.609 Million
Family Life Cycle: All
Income: Above Rs 30,000/= 5.224 Million
Occupation: All except farmers and unemployed (60% of income) = 1.134 Million
Psychographics:
Social class: Upper upper, lower uppers and upper middles (50% of occupation)
= 1.567 Million
Lifestyles: Achievers, Experiencers (90% of social class) = 1.410 Million
Occasions: Regular occasion
Benefits: Quality, convenience, pleasure (70% of life styles) = 0.9873 Million
User status: first time (45% of benefits) = 0.444 Million
Usage rate: Medium
Readiness stage: Unaware
Therefore Market size is
NUMBER OF BUYERS = 0.444 Million

26. 26
MARKET SIZE = NUMBER OF BUYERS * AVERAGE CONSUMPTION
THEREFORE 0.444 * 48per year = 21.312Million
POSTIONING
Positioning is the way the product is defined by consumers on important attributes.
Lipton is portrayed as a high quality product mostly catering to the affluent or the
middle class; it portrays itself as a cosmopolitan, elegant, high class and sophisticated
tea. It portrays itself as a “is a sign of good taste” through its slogan.
The Lipton cardamom tea is a flavored tea with a new aroma and taste. It is a value
added to their previous image. They positioned their product in the mind of consumer
as a new value added to the tea, offering core benefit of taste along with health.
Position their product as
• High quality
• High price
• Great aroma
• New taste

27. 27
• Exciting and refreshing
“CARDAMOM TEA FOR THE PERFECT TASTE”
REASONS TO LAUNCH THE PRODUCT

28. 28
Over the years, people’s lifestyle has been continuously changing. People have
become very innovative and want to endeavor new things which can give them
pleasure and comfort. The Lipton cardamom tea is the type of tea which has milk and
sugar already added to it. It is a complete tea mixture to use. The target market of
Lipton Cardamom Tea is the elite class; moreover, it targeted those people who want
relaxation in the day to day routine work. This product is of high premium quality.
The launching of the product was to satisfy the need of target market by providing
them taste, aroma, pleasure and convenience. It is an unsought good.
4-PS OF LIPTON CARDAMOM TEA

29. 29
PRODUCT
The Lipton cardamom tea is of high premium quality and mainly to cater the upper
upper, upper middle & lower upper class, and in that class it only targets the niche
market, the people who are in universities, colleges and offices or the people who are
going to shopping malls can drink this Lipton cardamom tea. It does not market the
households. It only markets the elite class and professionals
Product concept

30. 30
Pleasure
• Taste
• Aroma
• Flavor
• Delight and Freshness
Convenience
• Availability
• Quickly Available
Health
• Physiological functional claims
• Benefits of Cardamom
PRICE
Lipton cardamom tea pricing strategy isn’t quite effective. The product is costly. The
tea vending machine costs around Rs.500000 to Rs.1000000. Furthermore, the tea is
available in 1kg packet only and its costs around Rs.600. The cup of tea costs around
Rs.15-20 depending on the place, and in comparison to normal tea it costs Rs.10.
There is no other charm or appealing factor in the product accepts for the aroma and
style. There are no discounts or allowances given on the product.

31. 31
PLACE
Lipton Cardamom tea is not available in all outlets. Since it’s of high quality and for
niche segment, it’s only available in few whole sale markets and that too, it’s not
available to household’s users. It is only available in wholesale. In Karachi, Makro
super store and Metro Super Store has it.
PROMOTION
The promotion strategy for Lipton Cardamom tea is quite poor. It hasn’t been
advertised properly. Even though the company has healthy relations with people, there
has been no personal selling done by the company for this product. Most of the people
are unaware of this brand of tea, it is mainly due to the fact that it is not available for
the households and the target market is limited. The sales promotion is quite low.
Many people are still unaware if such a product even exists in market taken out by

32. 32
Lipton. Promotion is done only on magazines; even the Unilever website does not
contain much information about it. You can hardly find anything on the website of
Unilever or the search engines.

33. 33
PRODUCT CLASSIFICATION AND CONSUMER BUYING
BEHAVIOR
Lipton cardamom tea is an unsought product and has little awareness.
BUYING BEHAVIOR
The people buying Lipton Cardamom tea has Variety-Seeking Buying behavior,
although Lipton plans to change it to habitual buying behavior.

34. 34
PERCEPTUAL MAP
The product is of high quality and high price. The quality in the
essence of cardamom and benefits of cardamom.

35. 35
BCG GROWTH MATRIX
The product is in the question mark stage, there is no promotion
done for the product. Moreover, it caters to only few segments.

36. 36
PRODUCT LIFE CYCLE
The Lipton Cardamom tea is in the growth stage, it has been only introduced at the
institutional level not for the households. It is still not available for the retailers, the
suppliers supply them to the universities, colleges and offices where the equipment
has been installed.

37. 37
COMPETITOR ANALYSIS
Competitors are the major threat face by every company in a market. Companies need
to keep a careful check on its competitors. They have to keep into consideration that
what other competitors is offering, at what prices, what quality, what benefits etc.
Lipton cardamom tea is a newly introduced concept and it has not captured a very
large market but still all major tea companies are its competitors.
The main competitor of Lipton cardamom tea is Tapal, which has the 41% of market
share.
Tapal:
Tapal tea is one of the major competitors for Lipton in the tea industry. Its product
range has achieved great popularity in Pakistan. Products such as tapal danedar and
family mixture are the top selling brands of tapal, other brands are also gaining
acceptance in the market. The company has enjoyed a phenomenal growth particularly
during the last decade to expand its base in the branded market, which for long were
dominated by multinational competitors. During the year 2009, Tapal ’s market share
has increased. The market share
has risen as Tapal has won customers due to its strong taste and aroma backed by
innovative products, for instance, in the same year; Safari was launched with the aim
of ‘revolutionizing the taste buds of consumers with a stronger blend of tea ’ .Tapal
has engaged in extensive promotion of its products. Another factor driving sales is
relatively less prices. The increase in market share is evident from its increase in sales.
Tapal has shown an increase of about 29%in sale revenue. This has been primarily
Tapal has introduced a wide product range to meet the requirement of different taste
and aroma of Pakistani culture. Tapal green tea has shown a rising popularity. It has
introduced different flavors in green tea range. Recently tapal has launched ice tea
which has been not as successful in the market. The major brands of tapal are:
• TAPAL DANEDAR

38. 38
• TAPAL FAMILY MIXTURE
• CHENAK DUST
• TAPAL GREEN TEA:
Jasmine Green tea
Elaichi Green tea
Lemon Green tea
• TAPAL MEZBAN
• TAPAL TEZDUM
• TAPAL GULBAHAR TEA
• TAPAL SAFARI
• TAPAL ICE TEA
SWOT analysis of Tapal:

39. 39

40. 40
RECOMMENDATIONS TO BUILD CUSTOMER’S EQUITY
• They should make the product available for the households as well.
• They should reduce the size of the packet.
• Intense distribution.
• Different promotion strategies to cater different markets. Different
advertisement should make for the interest of different markets