This document contains market share and sales data for various tea brands in Pakistan. It shows that Unilever has the largest market share at 43% while Tapal has the second highest share at 41%. It also identifies key strengths of Tapal such as being the first to introduce soft pack tea and develop new flavors, as well as weaknesses like high import costs and needing to explore new markets. Competitive threats are listed as well, including strong marketing from rivals and preference for other beverages.

9. 14%
34%
18%
22%
12%
Coverage
Karachi Lahore Islamabad Sukkur Hyderabad

12. • First to introduce soft
pack in the country,
• The pioneers of
introducing Jasmine
Green Tea in Pakistan
• Strong R&D team
• Good distribution
channels
• Loyal customers
• Weak management for
maintaining its product
standard
• Not strong enough to
support exports.
• Have to import some of
their products from
other countries, which
increase their costs.

13. • The markets in Punjab,
KPK and Baluchistan,
which are still to be
explored
• To develop more
strategies on supply
chain
 Strong marketing
campaigns of
competitors
 High import duties
encourage smugglers
of tea to grow.

14. • Strong Ethical value
(culture and heritage)
• Strong company image
• Quality & variety
• Rich taste and flavor
• Experienced and
quality management
• Relatively higher prices
• Lesser varieties of tea
in the country

15.  Competing tea brands.
 Preference for people
having coffee or other
beverages.
 Strong competition in
rural and urban areas.
 High inflation in the
country can negatively
affect the brand.
 Competing tea brands.
 Preference for people
having coffee or other
beverages.
 Strong competition in
rural and urban areas.
 High inflation in the
country can negatively
affect the brand.

18. 43%
41%
6%
4%
6%
SalesMarket Shares in Pakistan
Unilever
Tapal
Vital
Tetley
Others