Tapal is a Pakistani tea company founded by Adam Ali Tapal. It began by formulating a unique tea blend called "Family Mixture" which became very popular. Tapal has since introduced several other tea brands and has become the largest tea seller in Pakistan. The company's mission is to create high quality, creative brands for consumers. Tapal uses promotional activities like TV commercials, billboards, and sales campaigns to promote its brands such as Tapal Danedar. It aims to increase sales in northern Pakistan by ensuring wide distribution coverage across the country.
Tapal marketing research by brands academyBrands Academy
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Marketing ResearchFinal Term Report
Wahaj Hussain
Marketing Mix (4p’s)
Product
Pricing
Place
Promotion
PRODUCT
The Core
o Tea Beverage
The Actual Product
o Packaging and labeling: See the picture
o Branding: red color, aspect of refreshing, hard pack and soft pack both.
o Trade name: Tapal Danedar, a TAPAL product
o Brand personality Freshness, Healthy, Innovative, etc.
o Brand equity: Tapal Danedar provides a quality, consistent, innovative and accessible tea reputation.
PRICE
Tapal follows high-medium price strategy in which it offers high quality tea at reasonable prices. Tapal also follows a Going Rate Pricing strategy, in which it bases its price largely on competitors’ price that is Unilever. Unilever being the market leader always sets the price, and then Tapal accordingly allocates its prices, always lower than that of Unilever. Tea prices have fallen over the years which are because of reduced import duties and costs. Besides taking the competition into account, Tapal does cost plus pricing
PRICE COMPARISION
PLACE
In the beginning the company sole aim was to capture the tea market of Karachi, as they were already in tea business here, only and then strategically build there network to other cities of Pakistan.
Now Tapal has a distribution network spread across Pakistan, from Karachi to Khyber with over 410 distributors, Extensive training programs are provided for the devoted sales personnel. The popularity of its fine brands is unabated, making it the No.1 national tea company in Pakistan.
Tapal has a wider distribution coverage in the South where as Unilever has better distribution in the North. Therefore, Tapal’s main objective is to increase their sales in the North. It ensures that it places its tea in the same outlets as its competitors in order to maximize availability. The distribution coverage of Tapal is as follows:
Karachi 14%
Lahore 34%
Islamabad 18%
Sukkur 22%
Hyderabad 12%
Tapal caters to its customers by providing Tapal Danedar and Family Mistures to more than 140,000 outlets in Pakistan, which include superstores, department stores, general stores, medical stores, paan walas, grocery stores, merchants, etc. Grocery stores and merchants together provide 80% volume of the tea sales.
PROMOTION
Danedar performance
Major Activities 2008-2009
Launch of Danedar Hard Pack
We transformed our Soft Pack to Hard Pack with the use of the following communication platforms
Sales Briefing Sessions
Pack Revealing Ceremony
Press Conference
Press Advertisement
Tactical TVC Airing
Radio Commercial Airing
Bill Board Advertisement
Shop Signages
Instore Branding
this presentation includes some information about tea industry in india and the most popular brands in india and their different marketing strategies they use.
Tapal marketing research by brands academyBrands Academy
Brand Academy provides details brand analysis, research, article and insights for free.
Contact us :
brandsmentor@gmail.com
https://www.facebook.com/1stbrandsacademy
Marketing ResearchFinal Term Report
Wahaj Hussain
Marketing Mix (4p’s)
Product
Pricing
Place
Promotion
PRODUCT
The Core
o Tea Beverage
The Actual Product
o Packaging and labeling: See the picture
o Branding: red color, aspect of refreshing, hard pack and soft pack both.
o Trade name: Tapal Danedar, a TAPAL product
o Brand personality Freshness, Healthy, Innovative, etc.
o Brand equity: Tapal Danedar provides a quality, consistent, innovative and accessible tea reputation.
PRICE
Tapal follows high-medium price strategy in which it offers high quality tea at reasonable prices. Tapal also follows a Going Rate Pricing strategy, in which it bases its price largely on competitors’ price that is Unilever. Unilever being the market leader always sets the price, and then Tapal accordingly allocates its prices, always lower than that of Unilever. Tea prices have fallen over the years which are because of reduced import duties and costs. Besides taking the competition into account, Tapal does cost plus pricing
PRICE COMPARISION
PLACE
In the beginning the company sole aim was to capture the tea market of Karachi, as they were already in tea business here, only and then strategically build there network to other cities of Pakistan.
Now Tapal has a distribution network spread across Pakistan, from Karachi to Khyber with over 410 distributors, Extensive training programs are provided for the devoted sales personnel. The popularity of its fine brands is unabated, making it the No.1 national tea company in Pakistan.
Tapal has a wider distribution coverage in the South where as Unilever has better distribution in the North. Therefore, Tapal’s main objective is to increase their sales in the North. It ensures that it places its tea in the same outlets as its competitors in order to maximize availability. The distribution coverage of Tapal is as follows:
Karachi 14%
Lahore 34%
Islamabad 18%
Sukkur 22%
Hyderabad 12%
Tapal caters to its customers by providing Tapal Danedar and Family Mistures to more than 140,000 outlets in Pakistan, which include superstores, department stores, general stores, medical stores, paan walas, grocery stores, merchants, etc. Grocery stores and merchants together provide 80% volume of the tea sales.
PROMOTION
Danedar performance
Major Activities 2008-2009
Launch of Danedar Hard Pack
We transformed our Soft Pack to Hard Pack with the use of the following communication platforms
Sales Briefing Sessions
Pack Revealing Ceremony
Press Conference
Press Advertisement
Tactical TVC Airing
Radio Commercial Airing
Bill Board Advertisement
Shop Signages
Instore Branding
this presentation includes some information about tea industry in india and the most popular brands in india and their different marketing strategies they use.
communication,pricing product,distribution, brand ambassadors and other strategies of India's one of the most famous tea brand, Taj Mahal Chai...
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Lipton presentation made by Syed hassan shahbaz mba (marketing) final Each 7 every thing cover about Lipton Tea this source is very informative friend .
The basic idea behind insta tea is that it is designed for the people who don’t have much time e.g if a student or an office going person woke up late and don’t have time to put water on stove and wait for the water to get boiled and then add milk, sugar and tea leaves in it. instead of that they can make tea by grabbing a tea bag of insta tea by putting in hot water and your perfect cup of tea is ready. So there was a gap in market the trend of people is changing now the products which save time are more preferable by the consumer because time is money and everybody needs to save it.
Similar to Marketing Management Presentation on Tapal tea (20)
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
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Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
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Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
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Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
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Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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2. Overview about history of Tapal
Mission and Vision Statement
Brands of Tapal
Marketing Mix of Tapal
Product Life Cycle
3. Adam Ali Tapal was the founder of
the Tapal Company.
He formulated a unique tea
blend, named family mixture.
Eventually became the largest
selling brand.
Introduced different tea brands.
4. “To be a benchmark for
quality, creativity and ethical
values.”
"We are at Tapal are committed to create
powerful brands for our diverse consumer
base."
7. • The Core
• Tea Beverage
• The Actual Product
• Packaging and labeling:
• Branding: Red color, aspect of refreshing, hard pack
and soft pack both.
• Trade name: Tapal Dander, a TAPAL product
• Brand personality Freshness, Healthy, Innovative, etc.
• Brand equity: Tapal Danedar provides a
quality, consistent, innovative and accessible tea
reputation.
8. • Tapal follows high-medium price strategy in
which it offers high quality tea at
reasonable prices.
• Tapal also follows a Going Rate Pricing
strategy, in which it bases its price largely
on competitors’ price that is Unilever.
• Unilever being the market leader always
sets the price, and then Tapal accordingly
allocates its prices, always lower than that
of Unilever.
• Besides taking the competition into
account, Tapal does cost plus pricing
9. • In the beginning the company sole aim was
to capture the tea market of Karachi, as
they were already in tea business
here, only and then strategically build there
network to other cities of Pakistan.
• Now Tapal has a distribution network
spread across Pakistan, from Karachi to
Khyber with over 410
distributors, Extensive training programs
are provided for the devoted sales
personnel. The popularity of its fine brands
is unabated, making it the No.1 national tea
company in Pakistan.
11. Tapal has a wider distribution coverage in
the South where as Unilever has better
distribution in the North. Therefore, Tapal’s
main objective is to increase their sales in
the North. It ensures that it places its tea in
the same outlets as its competitors in order
to maximize availability. The distribution
coverage of Tapal is as follows:
Karachi 14%
Lahore 34%
Islamabad 18%
Sukkur 22%
Hyderabad 12%
Tapal caters to its customers by providing
Tapal Danedar and Family Mixtures to
more than 140,000 outlets in
Pakistan, which include
superstores, department stores etc
13. Transformed Soft Pack to
Hard Pack with the use of
the following
communication platforms
•Sales Briefing Sessions
•Pack Revealing Ceremony
•Press Conference
•Press Advertisement
•Radio Commercial Airing
•Bill Board Advertisement
•Shop Signage's
14. Thematic campaign was also
launched with complete ATL and
BTL support
The TVC was aired on
•GEO Entertainment
•GEO News
•HUM TV
•ARY Digital
•ATV
•Express News
•KTN
•APNA
15. • A CP was offered in the month
of March which ran nationally
across all channels
• A “Glass Mug” was offered free
with every box of DD TB 200g
• The CP was put forward with
the following support
– POS material
– Radio Commercial
– Mobile Backlighted Vans