Tapal is Pakistan's largest tea manufacturer. They recently introduced an ice tea product targeting youth. The document discusses Tapal Ice Tea's positioning in the market as a refreshing tea-based drink with antioxidants and less sugar than soft drinks. It provides details on the marketing mix, including pricing at Rs. 30 for a 320ml can. The SWOT analysis notes Tapal's strengths in introducing innovations but also competitors as a weakness. Recommendations include expanding the target market, repositioning ice tea against soft drinks, and promoting it at different locations.

2. INSTITUTE OF BUSINE SS A ND TE C HNOL OGY
(BIZTE K)
Submitted By:
ALI RAZA
PROJECT ALIMAAAZ@YAHOO.COM

4. INTRODUCTION OF TAPAL:
Tapal is Pakistan’s largest Tea manufacturer.
State of the art equipment & a team of highly dynamic
professionals headed by Aftab Tapal.
COMPANY PROFILE:
 Manufacturer company.
 Located in Korangi Industrial Area.
 501-1000 people work there.
 Established in 1975.

5. Brands:
• Green Tea
• Tapal Danedar
• Tapal Family Mixture
• Ice Tea
• Tezdum
• Mezban

6. Company’s Vision & Mission
Vision
Achieve leadership in all Categories of
our core business & diversify in areas
which compliment the core business.
Mission
To satisfy our stakeholders & as a
guiding principal to our business be a
benchmark for quality, creativity & ethical
values.

7. INTRODUCTION OF ICE TEA:
Flavors:
• Lemon
• Peach

8. A & B class People .
Youth Generation male & female.
Only available into city not rural area
Less calres ,no artificial color

9. POSITIONING:
TAPAL positioned it self as a refreshing taste of Ice Tea
from TAPAL - the experts in tea. Made from real tea,
TAPAL Ice Tea combines the goodness of Tea
Antioxidants with no preservatives, no artificial colors
and only 16% sugar which is less than most regular
soft drinks.

10. MARKETING MIX:
1. Product
• Core benefit
• Actual product
Trade name
Branding
brand personality
• Augmented product

11. 2. Price
• 320 ml tin can for 30 rupees into liquid form
• 25 gm sachets for 6 rupees into powder form
• less for more “high quality with less price”
• Other brands charged for the beverages more then
the TAPAL ICE TEA for the same quality level.

12. 3. Placement
CHANNELS OF DISTRIBUTION
Manufacturer- -----◊ Distributor---------◊ Retailer--------◊ Consumer
1. KARACHI
2. HYDERABAD
3. SUKHUR
4. MULTAN
5. RAIWIND

13. 4. Promotion
• It launched with a fully integrated marketing program that
includes.
• Print.
• Banners.
• Radio.
• Advertising.
• Web/interactive.
• Consumer sampling programs.
• TAPAL is also using the online portal advertisement for Ice
Tea promotion.

14. 5. Packaging
Cans
320ml into liquid form
Lemon & lime
Peach
Sachets
25 gms into powder form
Lemon & lime
Peach

15. 3C’S
COMPETITOR
•Pepsi
•Co cola
•Pakola
•Lipton Ice Tea
•And many more…
Sachet
•Tang
Company
Tapal private limited
Consumer
Youth’s Generation

16. 3
SWOT ANALYSIS OF ICE TEA:
• Strength
• Weakness
• Opportunities
• Threats

17. Strength
•The first to introduce soft pack in the
country.
•The first tea company in the country to
introduce metal-free tea bags.
• The first to invent the highly successful
brand Danedar Leaf Brand.

18. Weakness
Tapal`s competitors were in the market before
Tapal came into being but Tapal is capable to
increase its market share.
In revenue generation Tapal is second but as the
market share increases Tapal would stand top.
Tapal`s initial focus was on Pakistan market now it
is planning to export its product.

19. Opportunities
Tea is mostly in demand in local areas. And
Tapal is easily reachable in such areas
because of their accepted prices and
varieties according to the taste of
consumers.

20. Threat
The greatest threat to Tapal is their local
competitors that are why it is imperative to keep a
close look on their activities. Competitor`s
prices,discounted offers and attractive prices are
also to be taken into proper consideration.

21. RECOMMENDATION
• Tapal should increase the radius of target market
• Tapal should reposition Ice tea by targeting soft drink users.
• Tapal should represent Ice tea as a substitute of soft drink in
his promotion.
• Tapal promote ice tea by formulating new strategies aligned
with time goal. Moreover, Tapal should focus on ATL & BTL
advertising activities.

22. RECOMMENDATION
• Tapal should demonstrate that ice tea is healthy drink it is
suitable for diet conscious because has low calories and
without carbonated gas.
• Tapal should visit colleges, malls and different areas for
awaring people about taste, quality benefits of ice tea

23. CONCLUTION:
At the end we concluded that:
• When any company want to enter in a new market and extend
his product portfolio, it should consider the culture, society,
climate and the trends which a society have.
• Organization should manufacture their products according to
the needs, wants and demands of the consumers of the
society.
• The marketing strategy should be aligned with the mission
statement of the organization and strategy should be execute
on time.
• To introduce a new product in a market is very difficult when
market is dynamic and environment is uncertain. To capture
the market share word of mouth marketing and image
building is very important and necessary.