This document provides an overview of Tapal Tea's marketing project. It includes sections on the history of tea, Tapal's introduction, vision/mission statements, product portfolio, brands, SWOT analysis, target marketing, segmentation, positioning, competitors, the marketing mix (4Ps), BCG matrix, recommendations, and conclusions. The key points are that Tapal is Pakistan's largest tea company, with a diverse portfolio of brands, and it faces competition primarily from Unilever Pakistan. The document analyzes Tapal's marketing strategy and makes recommendations around promoting its ice tea product.

2. MARKETING PROJECT BY
TALHA MAHMOOD
Assigned By Sir Hassan
Haroon

3. Contents:
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History Of Tea
Introduction of Tapal.
Vision Statement
Mission Statement.
Company Portfolio.
Brands.
SWOT Analysis (Strengths
,weakness, opportunities, threats)
Target Marketing
Target Segmentation
Positioning
Competitors
4 P’s (Product , Price , Place , Promotion.
BCG Matrix.
Recommendation
Conclusion.

4. HISTORY OF TEA:
• After water, tea is the most widely-consumed beverage
in the world!
• The discovery of tea has its origins in China in the third
millennium BC, making it about 5000 years old.
• Today tea is grown in Sri
Lanka, Indonesia, India, Bangladesh, Kenya and other
places, making the tea trade truly global.

5. INTRODUCTION OF TAPAL
• Tapal Founded in 1947 by
Aftab Tapal.
• Tapal Tea has become the
largest, 100% Pakistani
owned tea company in the
country.
• The Tapal has modern
state-of-art building and
modern warehouses for
storage.

6. VISSION STATEMENT:
 “To satisfy our stakeholders and as a
guiding principle to our business; be a
benchmark for quality, creativity and
ethical values”

7. MISSION STATEMENT:
The Management and the employees of Tapal
Tea (Private) Limited are committed to:
• Produce product that meet the customer’s
requirements & expectations.
• To create value and make a difference.
• Participate individually & collectively as a team
towards the improvements of
processes, personnel, environment & ethical
values.

8. Company Portfolio:
 CEO: Aftab Tapal.
 Head office Location : Plot 40, Sector
15, Korangi Industrial
Area,Karachi,Pakistan-74900.
 Company Type: Manufacturer of Tea.
 Established in 1947

9. Top 5 Shareholder’s :
Aftab
Tapal
Kumail
Tapal
Mehvish
Tapal
Maria
Tapal
Rashida
Tapal
• 50%
Shares
• 16.6%
Shares
• 8.33%
Shares
• 8.33%
Shares
• 16.6%
Shares

10. BRANDS:
 TAPAL DANEDAR
 FAMILY MIXTURE
 TAPAL TEABAGS
 MEZBAN
 CHENAK
 TEZDUM
 SHADES OF GREEN
 GULBAHAR
 TAPAL SPECIAL
 ICE TEA

11. SWOT ANALYSIS
Internal
Factors
Strengths
Weakness
Opportunities
External
Factors
Threats

12. Strengths:
 Event
marketing.
 Strong Brand
Name.
 Innovation and
the high quality
products.
 Strong
distribution
network.
 Export.

13. Weakness:
 Centralization Of
Decisions.
 Less
concentration on
advertisements.
 Neglecting
some of the
brands like gul
bahar green
tea, jasmine

14. Opportunities:
 In the long run there is
going to be a lucrative
market for Ice- Tea and
flavored Tea,
 There are markets in
Punjab, N.W.F.P and
Balochistan, which are not
as yet explored by
competitors.
 Green Tea market is
growing.
 Tapal has many varieties
and by its accepted price it
is easily reachable in local

15. Threats:
 Due to weather
condition people
mostly prefer soft
drinks.
 Illiterate people go for
loose tea which is
substandard as well.
 Intense competition
can pay so they have
to keep their eyes
open.
 Competitors gaining
market share in other
provinces.

16. Marketing Strategy And
Marketing Mix

17. Target Marketing:
 The broad category of target market of Tapal would
be all tea lovers.
 There diversified product line caters to various
segments of consumers.
like :

18. Target Segmentation:
Tapal’s consumers can be segmented on the basis
of income strata.
Class A:
• It consists of consumers who have disposable monthly incomes
of Rs. 20k.
Class B:
• It consists of consumers who have disposable monthly incomes
between Rs. 20k & Rs. 12k
Class C:
• It consists of consumers who have disposable monthly incomes
between Rs. 12k and Rs. 8k

19. Positioning:
 TO A class and B+
 FOR TAPAL DANEDAR
 DIFFERENTIATION DANEDAR TEA

20. Competitors:
 The main competitor of Tapal is the Unilever
Pakistan which has the 43% of market share with
its different brand.

21. 4 P’s:
Product:
The core
• Tea Beverage
The actual product
• Branding: red color, aspect of refreshing, hard pack and soft pack
both.
• Trade name: Tapal Danedar, a TAPAL product
• Brand personality Freshness, Healthy, Innovative, etc.
• Brand equity: Tapal Danedar provides a
quality, consistent, innovative and accessible tea reputation.

22. Price:
The pricing strategy that they are following for Tapal is
cost oriented as the price that Tapal is taking is
comparatively low then its main competitor Yellow label
tea. The price going for some products are:
BRAND
T.P
R.P
TAPAL 95GM
69.8
73
TAPAL 190GM
135.2
143
TAPAL 500GM
326
345
TAPAL 950GM
640
675

23. Place
Channel of distribution:
Manufactures
Retailers
Distributors
Consumers
Tapal has 5 main warehouses in Pakistan which are located in the following
cities:

24. Promotion:
Tapal is and always have been promoting their
products through organizing different events and
e.t.c..
Some of its promotional activities are as follows:
 Using both ATL and BTL for promotion.
 Modern Trade.
 Tapal Music activities.
 Electronic Media.
 Sales Promotion Strategies.

25. BCG MATRIX
• Family Mixture
• Tapal Danedar
• Jasmine Green
Tea
• GulBahar Green
Tea.
• Ice Tea
• Chenak Dust
• Special Tea
Bags
• Safari Chai

26. Recommendation:
 Tapal should demonstrate that ice tea is
healthy drink it is suitable for diet conscious
because has low calories and without
carbonated gas.
 Tapal should visit colleges, malls and different
areas for awaring people about taste, quality
benefits of ice tea

27. Conclusion:
At the end we concluded that:
 When any company want to enter in a new
market and extend his product portfolio, it
should consider the culture, society, climate
and the trends which a society have.
 Organization
should manufacture their
products according to the needs, wants and
demands of the consumers of the society.
 The marketing strategy should be aligned
with the mission statement of the
organization and strategy should be execute
on time.