Tapal Danedar is the largest selling tea brand in Pakistan with a 41% market share. It is positioned as an all-purpose, quality brand that emphasizes family values, traditions, and togetherness. While Tapal Danedar is at the maturity stage of its product lifecycle and enjoys high profits, its top-of-mind awareness still lags behind competitor Lipton. The brand is seen as reliable but not necessarily superior. Consumer associations with Tapal include strength, warmth, and security.

1. Sir Khurram Nasir
TAPAL BRAND AUDIT
Submitted to
Tapal Tea
Prepared By:
Muhammad Zakaria

2. PESENTATION OVERVIEW:
1. Introduction
2. Tapal Brands
3. Tapal Brand Audit
4. Tapal Danedar
5. Positioning strategy
6. Market segmentation
7. Product lifecycle
8. CBBE
9. Brand Image
10.POPs and PODs
11.Brand Persona

3. Introduction

4. INTRODUCTION
“laal hai to Tapal hai” is their
slogan which explains that red is the
color which translates our happiness,
joys, relations and emotions.
 It stands out as the color
of Pakistani folklore and customs,
weddings, festivity and sentiments.
Tapal did extensive marketing
research and then came out with this
vibrant red eye-catching design.
Even through its advertisements it
explicitly illustrates how the color
red is symbolizes togetherness of the
nation.
From this we can easily conclude
how Dander's values, features,
design and style is compatible to its
customers and their lifestyle.

5. DIFFERENT
BRANDS OF
TAPAL
DANEDAR
FAMILY
MIXTURE
ICE TEA
SHADES OF
GREEN
JASMINE
ELACHI
LEMON
CHENAL
MEZBAN
TEZDUM
OTHER
BRANDS
GULBAHAR
TAPAL SPECIAL
TEABAGS
TAPAL SAFARI
TAPAL
BRANDS

6. .
Tapal Danedar is the largest selling tea brands of Pakistan
Tapal Danedar is available in jars, pouches, tea bags and hard
packs
The name ‘Danedar’ is evocative and suggests a blend
consisting of premium quality Kenyan BP1s ‘danas’ or granules.
These curled leaves are considered to be the most premium form
of tea and the Danedar blend is especially created to suit the local
taste buds combining a lively flavor with a rich color and a
distinct aroma making it a nationwide best seller.

7. POSITIONING STRATEGY
 Positioning statement is the most internal and confidential element
of brand personality. On the basis of our observation we find that
positioning strategy of Tapal Danedar as
Currently Tapal Danedar has positioned itself as an all-purpose
quality brand. With its advertisement directed towards traditions and
family values , togetherness, bond and unity with differentiating on
the basis of quality mixture offering and their deep-rooted links with
tea and tea-time.
Every integrated campaign carried, conveys the same message of
being family oriented, bonding and togetherness.

8. Tapal Danedar is
currently at its maturity
stage on the product life
cycle graph.
Tapal have established
their brands in the market
and are enjoying huge
profit margins.
PRODUCT LIFE CYCLE

9. MARKET SHARE
43%
41%
6%
4%
6%
Sales %
UL TAPAL VITAL
TETLY OTHERS
53%
47%
Pakistan Tea Market
Branded tea Loose tea

10. •CONTINUE….
•Lipton and Tapal have direct one to one competition because they
not only have higher market shares and their business growth rate
is higher and they believe in continuously investing in their
businesses for expansion purposes.
• Supreme business growth wise, its progress is pretty slow but as
far as the market share is concerned, it absolutely has a greater
market share than Tetley or Vital
•Tetley and Vital, both have least market share The low market
share is an issue at their end and if they do not work on improving
it they might end up in the decline region. It is important for them
to further diversify their businesses if they want to sustain
themselves in the current market scenario.

11. POPs and PODs /Lipton Vs Tapal
Point Of Parities
 It’s a tea,
 Kenyan Tea
 Catering to SEC ABC,
 Segment of the society
Point Of Difference
 Premium quality Kenyan Tea
 Made with No 1 ‘danas’ or granules
 These curled leaves are considered to be the most premium form
of tea
 Tea blend is especially created to suit the local taste buds
combining a lively flavor with a rich color and a distinct aroma
making it a nationwide best seller.
 Its quality can be judged by the fact that a cup of Tea today tastes
exactly the same as it did 30 years ago.

12. Geographical Demographics
World region Asia Age 18-60
Country Pakistan Gender Male, female
Cities All major cities of Pakistan Family size 1-2, 3-4, 5+
Density Urban Family life cycle Married,
Unmarried
Climate Hot and Dry Income Rs 15000 +
Occupation Labor, business
man ,
entrepreneurs ,
self employed &
student
Psychographics Behavioral
Social class Middle, middle- upper, upper Occasions Regular occasions,
parties
Life style Trendy, quality conscious,
trying to differentiate
themselves, family
belongings, cultural &
readiness Aware through ATL and
BTL, Interested
Loyalty status strong
MARKET SEGMENTATION

13. ..
Brand Ambassadors:

14. . CONSUMER PROMOTION:

15. .
BTLACTIVATION

16. Competitors

17. CBBE

18. BRAND POSITIONING
1-Uniqueness
 It is a black, green tea.
 The name of the Tapal suggests a blend consisting of premium quality Kenyan granules
2-Credibility
 It is 100% Natural.
 Customer trust on it as it fulfills his need.
 It is market leader and star product.
 It has 41% market share (Danedar)
 Tea is a truly international beverage that is savored by people worldwide
3-Brand fit to target Audience
 It has excellent taste.
 It is preventive measure and treatment of Flu in the form of herbal tea.
 It immune the system and regulate it.
 It is in attractive and convenient packing.
 It has a unique color
 It is fit for Middle and low profile in urban and rural areas.

19. Brand Image and Association
 1-Attributes and Features
 It is Black, Green tea.
 It is in very convenient packing.
 It is easy to use.
 It is in sachet packs, jars, box packing and shrink Packs.
 It is in the granules form.
 2-Benefits
 Caffeine which can help stimulate the heart in people with low blood
pressure and assists in stabilizing vascular weakness..
 Tea helps cure nausea because the tannin it contains helps calm the
stomach.
 It is 100% Natural
 3-Beliefs and Values
 It is an Black, green tea.
 Feel pride to take black and green tea.
 It’s a unique brand for me.
 Family approved me with it.

20. Brand Persona
 It is intelligent product
 It is a powerful in action.
 It is fashionable in nature (as it is black and green tea)
 It has versatile features
 Green Tea helps to reduce weight

21. Brand
 Brand Inventory
 Tapal success is 100% natural and is a black, green
tea. The name of the Tapal suggests a blend
consisting of premium quality Kenyan granules

 Brand Elements
 Tapal logo is a female with a basket of tea leaves
and it’s the identity of Tapal. A golden cup also
appears on the identity of Tapal.

22. Brand Values
 Core Brand Values
 Tapal core values are
 Trust in Each other
 Outstanding quality
 Leadership
 Together everyone achieve more
 Trust is the foundation, and company’s value is based
on honesty and integrity.
 The fairness of actions will help in developing trust on
which they don’t want to compromise.

23. Salience
Salience
 In the un ads recall question, around 50%
respondents recalled Tapal as he first name that
comes to their mind when asked about tea brands.
Around 50% respondents placed Tapal as the
second name that came to their minds. In terms of
top of mind awareness, Tapal comes in second to
Lipton as 50% of the respondents recalled Lipton
as the first name. Tapal’s awareness seems to be
seriously lagging behind Lipton with less than half
of its top of mind awareness.

24. Performance and Image
Performance
 The performance of the Tapal is very good that’s
why they are giving tough time to Lipton
international Brand. Tapal Danedar provides a
quality, consistent, innovative, and accessible tea
reputation.
Imagery
 Tapal is a middle class brand. The Brand image of
this brand is middle class brand.

25. Feelings and Judgments
 Feelings
 When asked which attribute consumers are likely to
associate with the Tapal Brand. Many people’s viewed
the brand as being strong. It appears that consumers
mostly view Tapal as a brand with warmth and security
rather than one with fun and joy.
 Judgments
 Tapal comes off as a reliable brand to the consumers.
In terms of superiority Tapal does not pose any over
other brands. Respondents did not rank Tapal as a
highly superior brand in comparison with its
competitors.
