Tapal launched iced tea in 2012 to diversify its product portfolio. An extensive marketing campaign was conducted but the product failed in the market. Possible reasons for failure included lack of consumer awareness about iced tea, an unconventional taste, and expensive pricing. The document discusses learning from mistakes and developing a new marketing strategy targeting younger health-conscious consumers. It proposes positioning iced tea as a healthier alternative to carbonated drinks and coffee through social media campaigns, sampling at colleges and cafes, and emphasizing its low sugar and caffeine content.

2.  Tapal,
a well known name in the Tea
Industry in Pakistan, started business in
1947.
 Tapal’s has been a journey of success.
Tapal bagged international certifications
and has introduced products like Tapal
Danedar, Mezban SuperDust , Teabags,
Gulahar Green Tea etc that have been
very popular with consumers.

3. Tapal launched Ice Tea, a cold beverage for the
first time in their history, on 14th June 2012.
 There were branded Ice Tea options already
available in the market.
 Tapal introduced tea in many flavours, and in cans
for Social Class SEC B.
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Tapal Ice tea campaign was an extensive
campaign, included TV, Radio, OOH, BTL activities
and free sampling. It was for the first time that a
brand launched its portal to interact with the
consumers.
 Yet, Tapal Ice Tea failed in the market.
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4.  Expensive
 Lack
of awareness
 New product category
 Unconventional taste and product category

5.  Flavour
 Healthy
 Refreshing

6.  Strengths
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 Association
with already established Tapal
 Benefit of being the first entrant in the Iced
Tea segment
 Low calorie
 Caffeine content stimulates the mind
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7. Weaknesses
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 Hard
to convince consumers to switch
from traditional colas and cold coffees to
iced tea
 Taste has not been developed for Ice tea

8.  Opportunities
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 Huge
market of young people
 People are becoming more health conscious
 People who stop drinking tea in summers can
become Tapal’s Iced Tea customers
 People who are not tea drinkers and avoid
cold drinks for health reasons can be
attracted to the product.
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9.  Threats
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 People
may dislike the flavor
 The product maybe rejected by the target
audience
 If direct competitor Lipton brings it’s iced
tea into the market, it will also pose threat
to Tapal Iced Tea.
 Target Audience does not know how to
use iced tea

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It can be said that there are two kinds of audiences for iced tea.
Health conscious people: People who thinks a lot before consuming
beverages and eatables
People frequently on the move: Students mostly, and professionals
Keeping these people in mind, we have selected the following
segment for Tapal’s iced tea.
Demographics
Age : 15 – 24 boys and girls
SEC : B+ and above
Type: Students, young adults entering the professional lives,
entrepreneurs

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Psychographics
Fashion conscious
Trendy
Active
Likes Pop Music
Goes on long drives
Popular in their circles
Have lots of friends
Go on outings with friends regularly
Drinks coffee or soda
Watches western shows on TV
Classy
Travels by car
Dependant on their parents
Hang out at cafes and modern eateries

12.  Consumer
Insights
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 Target
Audience is not a fan of tea
 The name of iced tea brings a herbal
mixture in mind
 Target audience associates the word “tea”
with middle aged people
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13.  Tapal
faces a tough competition from both
branded and unbranded tea. Unbranded tea
has almost half the share of the total tea
industry. While, among the branded tea the
sales competition with Lipton is cut throat.
 In the Ice tea category Tapal has a monopoly.
Tapal would face a competition in the Iced tea
category only when Lipton and Nestle enter
the market with their iced tea brands which
are popular worldwide but are not marketed in
Pakistan as of yet.

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Big Idea
Relax and chill
Campaign Idea
Beat the heat with Tapal Ice Tea
Target AudiencePrimary
Age: 20 - 30
SEC: A and above
Type: Young males and females who live an active life. Consumer
Insights
Energetic
Into sports
Have leisure time
Like soda
Secondary
Age: Below 20 and 30+
SEC : Below A
Type: Housewives, students, old people, professionals, cafes,
restaurants etc.

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Brand positioning
The solution to chill when the weather gets too hot to handle
Brand image
Young and Vibrant
Appeals
Rational
Logo
Tapal Ice Tea Sachet
Flavors : Lemon lime and peach
Making iced tea from sachet
Emotional
An exotic location
Heat of the sun
People sweating due to heat
Use of ice
The whole scene sculptured with ice
Chill Karo – tagline
Creative strategy
Exageration

16.  Opinions
and suggestions
 Lack of research
 Undeveloped
Product Category
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 Communication
Error
 Improper use of brand equity
 SKUs

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Message Strategy
Big Idea:
Refreshing and energizing youth
Campaign Idea:
Taking the big idea, the campaign intends to tell youth that this
refreshing drink is a better substitute for coffee and cold drink.
Competitive benefits for the consumer
Less Caffeine than coffee
Less calories than cold drink
Low sugar quantities
Less fizz, hence not bad for health
More emphasis will be placed on less calories and less sugar.

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Positioning
We want our product be the brand to use when a person needs to
refresh. It should be a complete replacement for coffee and cold
drinks.
Advertising objectives
Information
We intend to make the consumer aware of the new tea variant as a
healthier option to what they already are consuming.
Trend setting
Setting a new trend to consume iced tea instead of coffee or tea.
Creative Strategies
Slice of Life
Humor
Exaggeration

19.  Budget Allocation
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 Tapal is not currently promoting ice tea.
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 Total Estimated Budget - 70 Million
Rupees
 Distribution of budget on different mediums
 ATL - 3.5 million
 Print - 0.5 million
 BTL - 1 million
 Radio - 1 million

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Media Strategies
ATL
TV:
Aag TV
ARY Muzik
Style 360
Geo – Entertainment
HUM TV
ARY Digital
Cable Advertising – World call
Radio:
FM 100
FM 106.2
FM 103
FM 89
FM 91
(Drive time and youth related popular shows)
Magazines
Smash
Herald
Aurora
Fashion Magzines like She, Women’s Own
Dailies
Express Tribune
The News
Daily Dawn

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OOH advertising
Billboards outside upscale educational institutes
Billboards on main roads where most of the Target Audience is
expected to travel
Posters in cafes
Transit advertising: Moving vehicle
Non traditional Media
Pakwheels.com
Facebook page
Twitter, hourly updates
Application on facebook
App for android users offering social acceptance tips and
tricks on a daily basis

22.  BTL
 Branding
at Atrium, Cineplex (KHI, LHR &
ISB)
 Shop Signage branding of SEC B area stores
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 Branding
of round about turnings:
 Air cutting Fountains with chill air:
 Chillaxing Hall:
 In universities & colleges:
 Promotions on FB:

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Promotion Mix
Advertising has been discussed above
Public Relations
Get association with Teach for Pakistan initiative, sponsor Teach for Pakistan
programs and events.
Announce 10 student scholarships yearly
Publicity
Inviting media organizations (FM 91, FM 89, Dawn, Style 360, Aag TV, ARY
Musik, etc) to concerts.
Get people to engage with Facebook page and on Twitter.
Direct Marketing
Contacting cafes to place Tapal Iced Tea refrigerator in a prominent location
Exhibitions
Participation in Dawn Lifestyles
Sales Promotion
Chance to enter a lucky draw on buying a certain number of units of ice tea.

24.  TVC,
Radio spot, Print ad

25.  We
would like to thank Ms. Nida Shaukat
for her dedication in teaching us the
Principles of Advertizing. We hope that we
have not failed her. A tribute to our Course
Instructor.