This document provides information about Tapal Tea, a Pakistani tea company. It discusses the company's history beginning with founder Adam Ali Tapal, locations of the head office and factories, and current CEO Aftab Tapal. It also outlines Tapal's market share and brands, leadership traits, awards received, and strategies for cost leadership, differentiation, and total quality management. Functional strategies discussed include core process reengineering of HR systems and market development through expanding into new geographical areas.

2. An AD Campaign By Tapal.
• Shown By Video

3. Presentation
On
“Tapal Tea Strategic Management”
• Presented To:
MAM.SHEHZADI SITTAR
• Presented By:
SYEDA BANO ABBAS
• Roll# 17

4. Tapal Location:
• Head Office:
• Plot 40, Sector 15, Korangi Industrial Area,
Karachi – 74900, Pakistan
• Phone – 021- 35063891
• Fax – 021-35063890
• Raiwind Factory:
• 3 KM, Raiwind Manga Road,
Near Bashir Chowk, Industrial Area, Raiwind, Pakistan

5. Management Profiles:
• Tapal Family
(Founder Adam Ali Tapal)
• First Retail Outlet
(Jodia Bazar Karachi)
• Faziullah A. Tapal
(Founder Son)
• Aftab Tapal
(Founder Grandson & Present CEO of Tapal)

6. • Aftab Tapal
Aftab Tapal is the third generation
of the Tapal family and the current
CEO of the company.
• While managing the day-to-day
operations of the company, Aftab
embarked upon a journey, which
was based on the principles of
fair, honest and differentiated
business practice.

7. Message from CEO:
• A company that has grown with the country,
Tapal Tea look forward to even greater progress
and innovation in the years to come.
• Withstanding the above, our commitment
towards the timely delivery of quality products to
you from healthy and safe working environment
remains resolute.

8. Current Status:
• Diversified customer base ranging from urban to rural areas
including various institutions. Hence, Tapal’s target market
mainly consists of young adults and adults belonging to high,
middle and lower income groups.
Experience at Tapal:
• There is a very learning environment and friendly in
which you easily explore things and your views and
suggestions at any time and at any stage with your managers.
Decision Making In Tapal:
• Friendly and professional environment.

9. Market Share
• Unilever Pakistan limited has 43% market
share.
• Tapal private limited has 41% market
share.
• Tetley has 4% market share

10. Leadership Trait
• Well Aftab Tapal, is always confident as The Tapal Group
Is headed by himself.
• The company grew under Faziullah Tapal, whose son
Aftab today brings a lot of innovation and marketing
vision to make Tapal a household name.
• The group claims nearly 1.4 million cups of tea in
Pakistan are made of Tapal every hour.

11. • International Awards
• Pakistan Advertising Society (PAS) Award 2011-
Campaign of the Year: Tapal Danedar “Har Mizaaj se
Ashna”
• All Pakistan Newspaper Society (APNS) Award
2010- Best Print Advertisement- Winner: Tapal
Corporate
• Aurora Awards 2007 - Best Electronic Media,
Television – Winner Tapal Tezdum “Lagey Thaa Kar
Key” and Honorable mention Tapal Family Mixture
“Laagey Na Nazar”.

12. • Pakistan Advertising Association Excellence Awards 2005, Royal
Award Winner for Best Multimedia Campaign for brand Tapal Tezdum
campaign “Lagay Thaa Kar Key” and Best Television Ad (30-60
seconds) for brand Tapal Family Mixture ad “Lagay Na Nazar”.
• Award of Excellence 2004, from Marketing Association of Pakistan,
• Biography published by 21st Century – “Business & Economic
Visionaries of Pakistan – Mr. Aftab Tapal”.
• Export Excellence Award of Sri Lanka 2003, in the tea category for
highest importer of any indigenous commodity.
• Excellence Award 2003, by 21st Century Business & Economics Club
for his renowned personality in the field of Marketing.
• He received the Executive Excellence Award in 1999, from the
Hamdard Institute of Management Science.
• Mr. Aftab Tapal was made Chairman of the Pakistan Tea
Association in 1988-1989, while head of Tea Supply Chain Mr.
Mohsin Saify was President of Pakistan Tea Association

13. Brands Of Tapal

14. How his leadership introduced the
paragon shift in organization?
• Centralized
• Formulation
• Departmentalization
• Specialization
• SOC

15. • Centralized System:
• In Tapal, it is experienced that there is centralization of
decisions. Due to which efficiency and functionality is
disturbed. Tapal will have to change its highly
concentrated culture, in order to be more flexible.
• Formalization:
• Refers to the degree to which jobs within an organization
are standardized and the extent to which employee
behavior is guided by rules and procedures.
• Yes, as the system is centralized one so they follow up
rules and procedures.

16. • Departmentalization:
• Yes, Tapal believes in departmentalization strategy in order to increase its
efficiency.
• Due to other departments, cooperation and coordination to build team
work it
• leads to integration and strengthens of the whole unit.
• Specialization:
• As a family business the employee of the company are
specialized in their fields and having related degrees up-to-
the standard.
• SOC:
• The span of control in Tapal is tall hierarchical. As believes in the
centralization.

17. WHERE THE COMPETITORS STAND:
STRENGTHS OF TAPAL:
• Continuous innovation for increased customer value, for example:
• First to introduce soft pack in the country.
• The pioneers of introducing Jasmine Green Tea in Pakistan.
• The only company to introduce round-tea bags in Pakistan.
• The only company to develop an entirely new blend and category
(the mixture of leaf & dust).
• Tapal is one company that is catering to the needs of all segments
of the society.
• Export
• Tea cultivation
• Strong R&D team
• Brand sponsored shows such as musical concerts and cricket
tournaments.
• Good brand awareness in the local target market.

18. • STRENGTHS OF
LIPTON
• Experienced and
quality management.
• Strong Ethical
value (culture and
heritage)
• Strong financial
position
• Strong company
image
• Success of the
slogan
• Strengths Of Tetley
• Strong presence globally
• Successful parent
company
• Reliable with a long
history
• Simple and clean
products
• Clean design
• Available in several
countries
• Healthy, fruity and tasty
• Traditional
• YouTube channel The
Tetley Folk
• Rainforest alliance
certified

19. Strategic Management:
Business level Strategy:
• Cost Leadership
• Focus
• Differentiation:
Cost Leadership:
• Tapal believes in the cost leadership technique by giving high
quality of products to its customers.
Focus:
• Tapal is focusing on their star product including:
• 1. Mezban
• 2. Tapal Danedar
• 3. Tapal Family Mixture

20. Strategic Management:
• Differentiation:
• In Tapal the differentiation strategy is used w.r.t their
product. The unique taste introduces by Tapal
according to the different areas and by introducing the
ads in their culture its make the company unique from
the others.

21. Functional Level Strategy:
• TQM
• CPR
• Total Quality Management:
• A COMMITMENT TO QUALITY;
• "NEVER COMPROMISE ON QUALITY" has been the
motto at Tapal since the very beginning. This commitment to
quality has resulted in a high level of customer satisfaction
and unflinching brand loyalty.

22. Cont.
• Quality Policy;
• The management and the employees of Tapal Tea (Private)
Limited is committed to:
• Produce products that meet the customer’s
requirements & expectations.
• Fulfill the requirements and effectiveness of the
quality management system through continuous
improvements.
• Constantly review & update the relevant quality
objectives of products &processes in line with the
Company’s Statement of Commitment.
• Participate individually & collectively as a team
towards the improvements of processes, personnel,
environment & ethical values.

23. Core Process
Reengineering:
• TAPAL Tea Pvt. Limited
• Involved in the core processes of HR
Management systems and contracting services.
Introduce the complete HR Labor management
system controlling the labor and HR in the
organization. From 1997 to further on.

24. Alternative strategies
• Intensive Strategies
• Market Development:
• Yes, the Tapal is using the present product
and services into the new geographical
area.
• Product Development:
• By improving present product. Like Green
Tea.

25. Aftab Tapal Award giving
ceremony to its
Employees
• Shown By Video