Tapal was founded by Adam Ali Tapal and formulated a unique tea blend called Family Mixture, which became their largest selling brand. They introduced multiple tea brands and their mission is to create powerful brands for consumers. Their brands include Danedar, Family Mixture, Ice Tea, and others. They have a wide distribution network across Pakistan and use promotional activities like advertisements, campaigns, and offers to promote their products.

1. By Muhammad Asif Qureshi

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."

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

6. PRODUCT
PRICE
PLACE
PROMOTION

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.

10. END USERS /APPLICATIONS
OF PRODUCTS

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

12. Major Activities

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

17. By Muhammad Asif Qureshi