Tapal Danedar is a tea beverage produced by Tapal Tea. It follows a medium pricing strategy and bases its prices relative to competitors like Unilever. It has a nationwide distribution network and focuses on capturing market share in northern regions. Promotionally, Tapal launches new products and variants through TV, print, radio and billboard advertising campaigns. It also conducts consumer promotions like price discounts, bundled packages and sampling activities.

1. Marketing Research
Final Term Report
NAME: ASIF ALLAUDDIN
GR #: PGDN – 0312
TEACHER: FAIZULLAH JAWAD
COURSE: PRINCIPLE OF MARKETING

2. Marketing Mix (4p’s)
Product Price
Place Promotion
The marketing mix principles are controllable variables
which have to be carefully managed and must meet the
needs of the defined target group. All elements of the mix are
Linked and must support each other.

3. Product
Product Decisions
Branding Quality Features
Benefits offered
We must remember that Marketing is fundamentally about providing the correct bundle of
benefits to the end user, hence the saying ‘Marketing is not about providing products or
services it is essentially about providing changing benefits to the changing needs and
demands of the customer’ (P.Tailor 7/00)

4. Pricing
Pricing Strategies
Penetration
Skimming
Competition
Product Line
Bundle
Psychological
Pricing is the only mix which generates a turnover
for the organisation. The remaining 3p’s are the
variable cost for the organisation. It costs to
produce and design a product, it costs to distribute
a product and costs to promote it. Price must
support these elements of the mix. Pricing is
difficult and must reflect supply and demand
relationship.

5. Place
Manufacturer
Consumer
Direct Distribution Indirect Distribution
Manufacturer
Retailer
Consumer

6. Promotion
Promotional Mix
Advertising
Public
Relations
Sales
Promotion
Personal
Selling
Direct
Mail
Internet/
E-commerce
A successful product or service means nothing
unless the benefit of such a service can be
communicated clearly to the target market. An
organisations promotional mix can consist of:

8. PRODUCT
The Core
o Tea Beverage
The Actual Product
o Packaging and labeling: See the picture
o Branding: red color, aspect of refreshing, hard pack and soft pack
both.
o Trade name: Tapal Danedar, a TAPAL product
o Brand personality Freshness, Healthy, Innovative, etc.
o Brand equity: Tapal Danedar provides a quality, consistent,
innovative and accessible tea reputation.

9. PRICE
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. Tea
prices have fallen over the years which are because of reduced import
duties and costs. Besides taking the competition into account, Tapal does
cost plus pricing

10. Tapal Tea 100 gm 200 gm 1000 gm
Tapal Danedar Rs 52/- Rs 99/- Rs 470/-
Tapal Family Mixture Rs 50/- Rs 95/- Rs 440/-
Competitor Price 100 gm 200 gm 1000 gm
Lipton Rs 57/- Rs 105/- Rs 530/-
Supereme Rs 52/- Rs 99/- Rs 450/-
PRICE COMPARISION

11. PLACE
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.

12. Company
Distributor
Whole sellers Retailers
Universities Restaurants/
Institutions
Offices House holds
END USERS /APPLICATIONS
OF PRODUCTS

13. 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
Mistures to more than 140,000 outlets in Pakistan, which include
superstores, department stores, general stores, medical stores,
paan walas, grocery stores, merchants, etc. Grocery stores and
merchants together provide 80% volume of the tea sales.

14. PROMOTION

15. Danedar performance
11,800,000
12,000,000
12,200,000
12,400,000
12,600,000
12,800,000
13,000,000
13,200,000
13,400,000
13,600,000
Series1 12,479,111 12,344,994 13,098,342 13,376,790
05-06 06-07 07-08 08-09

16. Major Activities 2008-2009

17. Launch of Danedar Hard Pack
• We transformed our Soft Pack to
Hard Pack with the use of the
following communication platforms
• Sales Briefing Sessions
• Pack Revealing Ceremony
• Press Conference
• Press Advertisement
• Tactical TVC Airing
• Radio Commercial Airing
• Bill Board Advertisement
• Shop Signages
• Instore Branding

18. Consumer Promotion on Hard Pack
• A CP was offered in Ramadan
to facilitate the transformation
from Soft Pack to Hard Pack
• The CP was put forward with
the following support
– Tactical TVC Airing
– Radio Commercial Airing
– POS Support
– Bill Board Advertisement

19. Launch of Danedar’s New Thematic
• 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

20. Launch of Danedar’s New Thematic
• The campaign also became
part of “Weekly and Monthly
Magazines”
• The commercial was also
aired on different radio
stations such as
– FM 107
– FM 106.2
– FM 103
– FM 105
– Power 91
– Power 99

21. Launch of Danedar’s New Thematic
• Bill Boards of the new thematic
had been placed all across.
Following were the cities
covered
– Karachi
– Lahore
– Rawalpindi
– Multan
– Sukkur
– Gujranwala
– Faisalabad
– Hyderabad

22. Consumer Promotion on Danedar Tea
Bags
• 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

23. Consumer Promotion on Jar
• A “price off” CP ran nationally
to arrest the decline in Jar’s
sales
• Rs. 10 off was offered on
every jar
• The CP was supported through
posters

24. Demonstration Activity
• On ground demo activity for Danedar
began from February 09
• Objectives
– Awareness generation
– Trail amongst non users of the brand
– To have direct consumer contact
• Mechanics
– A kiosk was to be placed at a prominent
place with Danedar Umbrellas and banners
installed all across the streets
– 2 female promoters announced the activity
in the neighborhood and handed over
leaflets talking about the activity

25. Major Activities till July to Dec
2009

26. • Joint Promotion DD 12 & 25 Gms with
Meezan Oil in July

27. • DD Consumer
Promotion (Sindh
Only) in July August
2009

28. • Danedar 1000 gms pouch with Free Ice
Tea Sachets in Ramzaan on 200 tons
and achieved it 100%.

29. • DD 100 and 200 grams incentive trade
level activity in October 2009
• We managed to achieve a total sales of
913 tons in two months in these two
SKUs.

30. ATL
• Tapal Danedar Hardpack TVC was aired
from 24th
Nov to 6th
Dec 2009.
• Sponsorship of Love Aaj Kal at Cineplex
Karachi in July 09
• Sehri and Iftari transmission branding on
APNA TV
• CCTV Advertising in all airports across the
country.

31. Major activities Jan 2010 onwards

32. Danedar Attack Plan
• The focused town attack plan will start in the
Month of March
We will storm the town with a two pronged
activity that will activate the trade as well as the
consumer.
• On the consumer level, we will conduct Demo’s
in Mohallahs of selected towns.
• On the trade level, we will conduct an interceptor
and converter activity.
• There will be a total of 19 towns that will be
covered in this activity.

33. 200 gms with Free Ice tea can
• To stablize our sales and increase shelf takeoff,
we have planned a CP on the Danedar 200 gms
SKU.
• Planned for the End of March 2010
• We will offer a Free Ice tea can with the
purchase of 2 DD 200 packs.
• The unit will be packed as one, offered for Rs.
198/-, where the consumer saves Rs. 30.
• This promotion will be supported by POS and
hoardings, and we can also use the radio
medium for selected focused towns.

34. Teabag with Mug CP
• Strengthen the demand side of Danedar Tea
Bags / boost offtake of the SKU
• Generate trial amongst non users of the brand.
Convert competition in the same category
• Increase forward stock and stock depth within
shops
• This activity will start from the 20th
of Feb 2010.
• Communication tools will include POS, Radio,
Hoardings, and ATL communication.

36. ATL
• Thematic airing from Jan 25th
to Feb 15th
.
• Teabag ad airing from Feb 25th
to Mar 12th
• Thematic release of 2nd
film Tapal
(tentative)
• Danedar Thematic from End March for 20
days

37. Thank you…