6. Discovery of Tea
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
8. History of TAPAL Tea
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)
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.
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
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.
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
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.