Sajjad Hussain presents on the marketing strategies of Tapal, a Pakistani tea company. Tapal has a long history in Pakistan dating back to its founder Adam Ali Tapal. The presentation analyzes Tapal's industry, market share, strengths as the first Pakistani tea to achieve ISO certification. It also examines Tapal's brands, target markets, major competitors like Unilever, and provides a SWOT analysis and overview of Tapal's marketing mix focusing on its popular Danedar brand.

2. PRESENTATION
( M arketing
Management)
Sajjad Hussain
no 87
BBA 5th
Class
(IBMS)The University of Agriculture
Peshwar
Given by: Sir Atif Ullah

3. Marketing Strategies of TAPAL

4. 
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Industry Analysis
Situation Analysis
Company Analysis
Brand Description
Competitor analysis
SWOT Analysis
Marketing Mix

5. INDUSTRY ANALYSIS

6. Discovery of Tea
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First cultivated in China
(Chinese Emperor Shen-Nung )
Taken to Japan in 800 AD
Introduced in England in 1660 AD
China the World’s Tea supplier
(In 1886 supplied 136 million kg)
India produced 40 million kg

7. Discovery of Tea

8. History of TAPAL Tea
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TAPAL Family
(Founder Adam Ali Tapal)
First Retail Outlet
(Jodia Bazar, Karachi)
Faizullah A. Tapal
(Founder’s Son)
Aftab F. Tapal
(Founder’s Grandson & Present CEO of TAPAL
Company)

9. SITUATION ANALYSIS

10. Market Summary
Total Tea Market present in
PAKISTAN
(150,000 Tons)
 Organized Market
(80,000 Tons)
 Unorganized Market
(70,000 Tons)


11. Market Share

12. COMPANY ANALYSIS

13. Mission Statement
“To satisfy our stake holders as
a guiding principle in our
principle be a benchmark for
quality, creativity and ethical
values.”

14. Marketing Objectives
 To create a strong consumer
awareness against unorganized tea
product,
 To establish a wide brand
recognition through the capture of
market shares in the multi segment,
and
 To become the top market leader in
that particular segment within the
strong research and development.

15. DISTINCTIVE CAPABILITIES

16. Commitment to Quality
Never compromise on Quality
 In December 1997, Tapal Tea
became the first Pakistani Tea
Company to earn the ISO-9001
certification
 Again in December 2000, Tapal
acquired the ISO9001: 2000
certification


17. Pioneers of…
Soft Packs
 Metal free Teabags
 Provide jobs saving country’s
valuable foreign exchange.
 1st national tea company to
export to UAE, USA and Canada.
 Marketing Kenya teas in Pakistan


18. BRAND DESCRIPTION

19. Brands

20. BCG Matrix

21. Target Market
TAPAL has different target market for its
brands
 The target of TAPAL DANEDAR brand is the
urban areas of the country
 Use in offices and business class
 Tapal daneder is basically the one to one
competitor against Lipton yellow label
 The class and geographical location is almost
same for both of the brands.


22. COMPETATIVE ANALYSIS

23. Major Competitors
 Unilever Pakistan which has the 43% of market share
with its different brands:
 Other Tea Brands:

24. SWOT ANALYSIS

25. Strengths
 Continuous innovation
 First to introduce soft pack
 Export
 Strong R&D team
 Good brand awareness

26. Weaknesses
 Position its tea abroad
 Import of products
 Sales on cash
 Tight quality control

27. Opportunities
 Market growth of the tea-
bag market
 Duty free tea import from Sri
Lanka and Bangladesh and
India
 Green tea market is growing
 Some market are not yet
explored by competition

28. Threats
 Strong marketing
campaigns of Unilever
 Climatic conditions
 High import duties
 The unstable rules and
regulation of the
government

29. MARKETING MIX

30. Product (TAPAL DANEDAR)
 The Core:
 Tea Beverage
 The Actual Product:
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Packaging & Labeling
Branding
Trade Name
Brand Personality
Brand Equity

31. Price (TAPAL DANEDAR)
 Pricing Strategy:
 Cost Oriented
 Less Prices Than
Competitor:
 200 gm Tapal Danedar Hard
Pack Rs 80.
 200 gm Lipton Yellow Label
Rs 95.

32. Channel of Distribution (TAPAL DANEDAR)
 Distribution Channel:
 Manufacturer
------ Distributor---------Retailer
--------Consumer
 Warehouses in Pakistan:
1. KARACHI
2. HYDERABAD
3. SUKHUR
4. MULTAN
5. RAIWIND

33. Promotion (TAPAL DANEDAR)
 ATL:
 Focusing on broadcast and
print media promotion by
placing ads on T.V
 BTL:
 Focusing on display racks,
sign boards etc. mainly
placed to different retailers
for heavy promotion against
their competitors.

34. THANK YOU!