company profile and marketing mix of tapal

2. M . Danish Bhatti
140090
Mba 1.5 (2nd sem)

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.
 Tapal Tea has become the largest, 100% Pakistani
 owned tea company in the country.
 Has captured more than 35% market share
of the organized market sector of Pakistan
 One of the top 5 FMCG companies of Pakistan

4.  “To be a benchmark for quality, creativity and ethical values.”

5. "We are at Tapal are committed to create powerful brands for our diverse
consumer base."

6. DIFFERENT
BRANDS OF
TAPAL
DANEDAR
FAMILY
MIXTURE
SHADES OF
GREEN
JASMINE
ELACHI
LEMONCHENAk
MEZBAN
TEZDUM
OTHER
BRANDS
GULBAHAR
TAPAL
SPECIAL
TEABAGS
TAPAL
SAFARI

7.  Tapal Danedar enjoys a leadership position in the Tapal portfolio by catering to
diverse income segments, from single serving sachet users to large households.
 Every ‘dana’ of this unique blend delivers the wholesome richness of flavor and
taste that has become an essential part of the Danedar experience.

8.  Tapal Family Mixture continues to be the pride of the company because it appeals
to an ever-growing section of the market and commands a leadership position in
Pakistan’s tea industry.

9.  In the year 2000, Tapal became the first tea
company to launch a range of flavored
green teas in the country.
 The real achievement lies in the fact that Tapal
has maintained the leadership position in
this category for over 10 years.

10. It is especially popular in Sindh and in the Tharparkar belt of Pakistan.
This area is home to many diligent agricultural
workers and artisans who appreciate a robust, yet affordable cup of tea after their
labor.

11.  Tapal Mezban is also the second largest selling brand of the company.
 First launched in the mid 1990’s, it qui
 The brand name Mezban truly captures the brand essence of fortifying
relationships through hospitality which is an essential part of the culture and
heritage of Sindh. ckly achieved popularity in Sindh.

13.  The taste and identity of Tapal Tezdum is deeply rooted in the culture and folklore
of the Punjab.
 A strong, robust blend, it appeals to the valor and bravery of the Punjabi people,
and their penchant for strong taste and color.
 Launched in 2003, Tapal Tezdum has created an action-packed image that
equates the power and strength of the blend with the strength and moral courage
of its user.

15. Gulbahar green tea is launched to especially cater the north part
Of country
It is considered as a source of hospitality in the northern areas
Of Pakistan

17. Marketing mix

18.  The broad category of target market of Tapal would be all tea lovers.
 There diversified product line caters to various segments of consumers.

19.  Tapal’s consumers can be segmented on the basis of income strata.
 Class A: • It consists of consumers who have disposable monthly incomes of Rs.
20k.
 Class B: • It consists of consumers who have disposable monthly incomes
between Rs. 20k & Rs. 12k
 Class C: • It consists of consumers who have disposable monthly incomes
between Rs. 12k and Rs. 8k

20.  The main competitor of Tapal is the Unilever Pakistan which has the 43% of
market share with its different brand.

21.  The pricing strategy that they are following for Tapal is cost oriented as the price
that Tapal is taking is comparatively low then its main competitor Yellow label
tea.
 The price going for some products are:
 BRAND T.P( Rs) R.P
TAPAL 95GM 69.8 73
TAPAL 190GM 135.2 143
TAPAL 500GM 326 345
TAPAL 950GM 640 675

22.  Channel of distribution
 Tapal has a distribution network spread across Pakistan, from Karachi to Khyber
with over 410 distributors,

23. END USERS /APPLICATIONS
OF PRODUCTS

24.  Promotion

25.  Tapal Danedar Teabags continued its tradition of ‘Differing Tastefully’ by offering
something extra to its loyal fans.
 It gives you a chance to enjoy your favorite cup of tea in a branded Teabag Mug,
free with the purchase of every 100 teabag pack. So you can build an entire
Danedar Mug collection and invite all your friends over to enjoy the true
experience of Tapal Danedar Teabags.

27.  To create brand awareness and induce trial of the new variant, a Mint Store
Activity was planned out in 2 phases
 Mint Green Tea, consumers were entered into a lucky draw with a chance to win
amazing prizes.

29.  The latest addition to the Tezdum portfolio is the Rs.20/- sachet, launched in May,
2011.
 The pack offers economy to its consumers who are price/value conscious and seek
economy and value at lower price points

31. All for the family
The launch of the Family Mixture hard pack was followed by a special
promotion.
A beautiful clear glass mug with the distinctive Family Mixture logo
was included in specially marked packs