1 ACKNOWLEDGEMENT At the completion of this project, first of all we will be enormously thankful to God almighty that has endowed me with valuable abilities and qualities to perform things well for good purpose. Secondly we are greatly indebted to worthy teacher Mrs. Ayesha Zahid who has taught us the basic concepts of Marketing. We would also like to thanks all the people and our friends who helped us lot during the survey and the information which we gathered from the various sources.
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Transcript
1
ACKNOWLEDGEMENT
At the completion of this project, first of all we will be
enormously thankful to God almighty that has endowed me with
valuable abilities and qualities to perform things well for good
purpose.
Secondly we are greatly indebted to worthy teacher Mrs.
Ayesha Zahid who has taught us the basic concepts of
Marketing.
We would also like to thanks all the people and our friends
who helped us lot during the survey and the information which
we gathered from the various sources.
2
Table of Contents
Serial
No.Topics Page No.
1 Executive Summary 1
2 Introduction 2
3 Tea Industry Analysis 3
4 About Tapal Tea 7
5 Product Line of Tapal 9
6Tapal Tea with Respect To 4 Ps
19
7 SWOT Analysis 25
8 Main Competitors 29
9 Environmental Factors 31
10 Target Segment 33
11 Positioning 35
3
12 Recommendations 39
13 Conclusion 41
EXECUTIVE SUMMARY
Tapal, the pioneer in Danedar chai, is one of the leading
company in Pakistan. In this project we have tried to analyze all
the marketing aspects regarding Tapal tea. They started as
unbranded tea blend to catch to teashops and restaurants in the
Karachi region and meet the demand for a strong, yet aromatic
blend that would satisfy a wide range of customary.
We have also analyzed the different environmental factors,
and how they affect the marketing strategies of the organization.
Their environment ranges from social, cultural to legal factors.
Our research showed that tapal tea industry focused a wide
range of customers ranges from age 15 – 65 and all the people
either belonging to rural or urban places, introducing the typical
taste and name according to the particular areas. Our research
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showed that tapal is expanding its market by introducing new
flavored brands, according to the tastes of the people.
INTRODUCTION
The main reason for the selection of Tapal brand is that
it is the pioneer in the quality of Danedar but it is still not so
much famous like the other brands Lipton and supreme etc.,
which suits our requirement of the project. Tapal is the company
which is only involves in the production of tea. On the other
hand Lipton and supreme which are the brands of Uni Lever. So
it is very convenient for us to analyze this.
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SITUATION ANALYSIS
MACROENVIROMENTAL FACTORS
Social and Cultural Factors:
Social-culture factors consist of institutions, people and
their values and the norms of behavior that are learned and
share. The social component describe the characteristics of the
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society, it’s demographic. The cultural component deals with the
people values and behavioral norms. Off course these factors are
not in the control of the company but fortunately it is in favor of
company as there is tremendous consumption of tea. “Masses of
Pakistan are no doubt found of tea, having annual consumption
of 140 metric ton.” At the moment there is no such social or
cultural factor that is apposing tea consumption. Tapal is the
only local company which establishes itself, and people some
time do prefer local product, so the socio-culture are in favor of
tapal.”
(Dawn, 18 Sep, 2003)
Economic Factors:
Economic factors include income, inflation, productivity,
and unemployment. Generally a healthy economy is good for
both the consumers and marketers.
Basically there is an inflationary trend generally and the
purchasing power of the people is effected so all such things are
beyond the control of the company.
According to a survey, Tapal has a great advantage in this
respect, as a local company, their price is low, which suits most
of the population of the Pakistan.
Technological Factors:
Technological innovations include all the activities involved
in translating technical knowledge into a physical reality that
can be used on societal scale. A classical comments about the
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technology “business that have been slow to react when major
innovation have invaded their industry have often relinquished
hard-won position in a very few years.
The Tapal team is committed to providing the best teas, at
the best prices using the latest technology available. They have
installed a sales automation system (SAS) in their process.
Ecological Factors:
Ecological factors consist of our natural surroundings. No
doubt Tapal Tea Company is ecologically friendly.
Legal Factors:
Legal factors consist of the government’s rules and
regulation that apply to organization. No one is like to being
regulated, so that factor is beyond the control of the company
and company has to adjust its strategies according to the rules.
Being a local company Tapal tea adjusts itself easily
according the rules given by the government, and they maintain
their strategies according to the policies of the government.
Competitive Factors:
“Competition, domestic and international is another
important factor of the external environment. Three competitive
factors are the
1- nature of the competition
2- entry and exit of competition
3- major changes of strategy by the competitors”
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As far as the competition is concerned there are two major
competitors of the Tapal tea company i.e. Brook bond and Lipton
both belong to Lever brothers, and other competitors is the
Loose tea which accounts for the 30% of the share.
INDUSTRY ANALYSIS:
Presently Pakistan is meeting its entire tea requirements
through imports till 1971 it had a surplus because of production
of this commodity in the Eastern Wing (then known as East
Pakistan) in great volumes. Consequent on the loss of the
Eastern Wing, it had no alternative other than importing tea. It
thus turned into an importing country from an exporting one.
This 'table-turned' situation proved a blessing in disguise.
In order to reduce its dependence on imports, Pakistan planned
to produce its own tea and started to actually produce it on an
experimental basis in 1980 in Mansehra district of NWFP which
has a favorable climatic and soil condition for tea production. Till
recently, Pakistan has been importing enormous quantities of
tea each year footing a huge bill in hard-earned foreign
exchange.
Presently, tea in the country is being cultivated on 87 acres
of land. This acreage is expected to rise once our farmers have
become conversant with the technique of production and also
become sure that their harvest would be lifted without any
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difficulty. As for processing, a tea-processing unit has already
been set up in Shinkiari in Mansehra district. The processing
machinery has been imported from China that has a producing
capacity of 1000 kilogram of black tea per day. The processing
plant has recently gone into production.
With the successful commission of the plant, it is expected
that Pakistan will soon emerge as a tea-producing country, in the
near future. Besides the above plant processing black tea, a
locally fabricated mini-plant has also been set up in the country.
It produces about 15 kg of green tea daily.
Then this tea is being sold in different markets of the country
and the consumers at large assess its quality better than the
imported tea.
General State of Economy:
As far as the state of economy is concerned Pakistan’s
economy is mostly depend on agricultural. The state of industrial
sector is precarious because there is more than five hundred
sick industrial units, there is a lot to do in this sector for its
development moreover the balance of payment has had been
unfavorable since the very inception of Pakistan except a very
few years and economy is under the great burden of foreign
debts.
Market Size
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In south Asia tea consumption is very high, as it may well
be judged by this fact that in Pakistan the annually tea
consumption is 140 metric ton. It is a profitable industry.
Per Capita Consumption:
The per capita consumption of tea in Pakistan is about one
kilogram. The factory set up at Shinkiari in Mansehra to be
commissioned this year with its limited production will be able to
meet only a fraction of the country's requirements. But with the
passage of time the tea production in the country will continue
increasing. It is planned to undertake cultivation of tea on
15,000 acres in phases. With their efforts for tea production, the
prospects for a flourishing tea industry in the country are pretty
bright.
This situation offers an excellent opportunity to both the
individuals and the companies wishing to reap rich dividends by
undertaking the cultivation, harvesting, processing and
marketing of a lucrative product like tea in a country like
Pakistan where already exists a great demand for the
commodity. It may also be emphasized that tea is a highly
rewarding cash crop that has a gestation period of four years.
From the fourth year onward the tea plantations can
continuously produce tea for 95 to 100 years. With the
successful efforts of producing tea in certain district of NWFP, it
can be gathered that tea may be grown in certain districts of
high altitudes in Balochistan as well.
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The Pakistan Agricultural Research Council (PARC) having
expertise and financial resources may be called upon to carry on
the required research on the possibility of growing tea in
Balochistan. In this connection, it is relevant to remind the PARC
that at one time in the pre-independence days Balochistan had a
flourishing vegetable seeds industries catering to the needs of
the entire Indo-Pakistan sub-continent. It could be possible due
to the favorable weather and soil condition for growing insect-
free seeds. Unfortunately, on Pakistan coming to existence, this
industry went into oblivion due to the exodus of non-Muslim
farmers to India who was well conversant with the growing
technique of seeds. The concentration of production of seed was
mostly in the hilly areas. On the same analogy tea-cultivation
needing somewhat similar climatic and soil condition may be
successfully undertaken.
The Economic Situation of Industry:
In the Pakistani tea industry, a company that has revenue
and skill to do this business can enter in this business. The
barriers for the new entrants in tea industry are average one. If
an organization has good contacts with the tea growing farmers
and it know the process of making the tea it can easily enter in
this market. But the big giants of the tea industry like Lipton,
Supreme and Tapal will give a tough time to the new company.
The government is encouraging the business activities in the
country therefore no such barriers from government side. The
concept of rivalry is present in almost every sector of Pakistan’s
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economy. In tea industry the Lipton, Supreme and Tapal are the
main competitors so there is a bitter rivalry between them. In
fact Lipton and Supreme both are the brands of unilever but
they also compete
with each other.
The main
substitute of tea is
Coffee; also
include Cold
drinks Soft drink
and Hard Drinks,
Juices (Fresh and packed). The bargaining power of the buyer is
not that high because the tea is having certain fixed prices. The
branded tea has fixed price and the customer usually pays the
price. However the buyer has some bargaining power in the
sense that he can buy any low price tea because many options
are available in the market. The bargaining power of the
supplier is also dependent on the situation. Sometime the tea
cultivators are in the strong position and sometime the tea
manufacturers are in power. It all happens according to the
demand of the tea crops. Threats of new entrants are moderate
as setting a tea manufacturing plant now requires a reasonable
amount of investment. On the other hand many multinational tea
brands can avail the opportunity to enter the Pakistani market.
The Standing of Tapal Tea Company:
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(Market Share & Competition)
“Tapal, the pioneer in Danedar chai having 25% market
share is on second number and serving the consumers in a
satisfactory manner. It is not a sale oriented company; its first
objective is to satisfy the consumer.”
Competitors :
Loose Tea:
Loose tea occupies the 2nd largest market share that is
30%, of course having a significant impact on the sales figure of
the companies, manufacturing tea & of course Tapal is one of
them.
Uni Leaver:
It is a multi national corporation and has got several
business units, manufacturing different things like soap,
toothpaste, edible oils & other consumer items. Dealing in
various consumer goods, it is also manufacturing tea under the
brands of yellow label & supreme, having the largest market
share of 45% & immense repute in the tea manufacturing
companies. Lever brothers have also bought its manufacturing
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plants in Kenya. In tea manufacturing they are the market
leader.
Others:
Others small companies are very meager like vital tea &
primer tea etc. so this other category accounts for 0.5% only of
the total market. The tea market with respect to market share
occupied by the above mention competitors can well be judged
by having a glance on pie chart.
ABOUT TAPAL
The journey of Tapal's remarkable success is the combined
efforts of three dynamic generations of the Tapal Family. In
1947, Tapal started out as a family concern under the personal
supervision of its founder, Adam Ali Tapal.
Against tough competition Adam Ali's unique blend, later
named Family Mixture, became a hot favorite and eventually the
largest selling brand in the unorganized tea market. From this
auspicious beginning, Tapal moved from success to success
introducing tea brands to suit every taste and pocket, sold from
its retail outlet in Jodia Bazar, Karachi. The quality of Tapal teas
soon became legendary and people from all parts of Karachi
started lining up at the outlet to purchase tea. For their
convenience, tea distribution was initiated to retail outlets
around the city. The company continued to grow under the
management of the founder's son, Faizullah A. Tapal.
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Today Tapal Tea is managed by the founder's grandson,
Aftab F. Tapal. After studying abroad, Aftab Tapal returned to
Pakistan to introduce professional management and unique
production ideas to the business. A well trained tea taster and
tea connoisseur himself, Aftab Tapal introduced new tea
concepts and developed a wide range of tea blends catering
specifically to the tastes of people throughout Pakistan. His
progressive outlook resulted in giving further strength to the
foundation of quality laid by his family.
Making a modest beginning over half a century back, today
Tapal has become the largest, 100% Pakistani owned Tea
Company in the country. It has modern tea blending and
packaging factories, warehouses equipped with state-of-the-art
equipment and a team of highly dynamic professionals headed
by Aftab Tapal himself.
A Saga of Success:
Tapal's success has astounded many. However no magic
formula lies behind its growth other than hard work, dedication
and of course unique tea blends. As a result, Tapal has won the
hearts of countless tea drinkers across the country.
Mission & Vision:
Tapal's deep rooted culture and core values differentiate it
from its competitors. It is built on sound principles and
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practices; not dominated by a group of individuals. Its greatest
asset is its people; and the consistency of principle and policy
give the direction.
Objective:
“Tapal’s objective is to satisfy the consumer”.
PRODUCT LINE OF TAPAL
Brands of Tapal:
From the house of TAPAL –
A unique combination of high- grown Kenya tea leaves and
dust, that gives a refreshing aroma of leaf and strong taste of
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dust all together in one cup. Tapal Chai Family Mixture is the
pride of Tapal developed by the forefathers in 1947 and thus
creating a new category of Mixture in the tea market
It is the blend that started the Tapal success story, and
now the other tea companies are following Tapal’s footsteps by
entering the market with similar blends. Danedar Leaf Blend
Pioneer of the Danedar category in Pakistan, Tapal’s Danedar
remains a firm favorite around the country with its grape-nutty
appearances, rich golden color and a strong refreshing taste. In
fact its popularity is such that several multinationals have
launched their own versions, but Tapal’s remains the original
and ultimate Danedar because of its unique color and taste.
Tapal Danedar
Gulbahar Green Tea
Tapal Jasmine Green Tea
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Tapal Family Mixture
Tapal Special Teabags
Chenak Kenya Dust Highly
Mezban Premier Dust
Tapal Special Round Teabags
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Tapal Safari Chai
Tapal Tezdum
Target Segment and markets of the
organization
“The division of market into different homogeneous group
of consumers is known as market segmentation”.
There are 3 types from which segmentation can be performed
Customer based Segmentation
Product related Segmentation
Competition related Segmentation
As far as the brand Tapal is concerned the market segment
of Tapal is so wide. Tapal is the only brand in Pakistan that has
many varieties as compared to another brand available in
Pakistan and they produce separate variety to segment
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particular kind of users. Tapal divide its market into different
segments and then offer their brands according to their
segments. Tapal offered their upper brands in different locality
and to different peoples as well. It basically emphasize on
geographic and psychographic conditions.
Tapal Danedar
Pioneer of the Danedar
category in Pakistan, Tapal
Danedar remains a favourite
around the country with its
grape-nutty appearance, rich
golden color and strong
refreshing taste. In fact its
popularity is such that other
companies have launched
their own versions of this
blend, but Tapal's remains
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the original and ultimate Danedar because of its unique color,
aroma and taste. Also available in double chamber tea bags,
today Tapal Danedar enjoys the position of the "No.1 Tea Brand"
in Pakistan.
Tapal Family Mixture
A unique combination of
high-grown Kenya leaf and dust
tea, Tapal Family Mixture is the
pride of Tapal. Developed in 1947,
it created a completely new
category in the tea market. It gives
a refreshing aroma of leaf and the
strong taste of dust- together in
one cup. It is the blend that
started the Tapal success story
and many other companies
followed Tapal in introducing similar blends.
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Tapal Safari Chai
Tapal Safari is made from the
finest Kenya leaf teas and provides
extra cuppage of great tasting tea to
the consumer. Tapal Safari chai,
with a safari theme, is aimed at
adventurous people.
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Mezban Premier Dust
A full-flavoured dust that delivers high quality at a very
economical price, Mezban Premier Dust is the blend for
consumers who prefer tea with a strong flavour & taste.
Originally developed for hot tea shops, Mezban has become a
favourite amongst household consumers as well. It is the most
popular brand of tea in Sindh. The
name of the brand itself is a
characterization of the typical
hospitality that is inherent to and a
matter of pride for the people of
Sindh.
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Tapal Tezdum
The latest addition to Tapal's
successful brands is Tezdum tea.
The biggest attribute of Tapal
Tezdum is its extra strong taste,
which is making it popular amongst
the people who like their tea strong.
Tapal Tezdum is the first tea brand
in Pakistan to be introduced in
attractive silver-foil, moisture-proof
sachets. They maintain the freshness, aroma and taste of the tea
and the consumer gets the product in the best condition
possible.
Highly
Chenak Kenya Dust
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Highly popular in Sindh, Chenak is known for its extra
strong flavour, colour and taste. As a result of these features and
high quality of tea it is No.1 in its category.
Tapal Special Teabags
The unique flavour of high
grown leaves especially selected
from the finest tea gardens in the
world make Tapal Special Teabags a
treat at any time. The combination
of an extra strong blend with the
convenience of environmental
friendly metal-free tea bags has made Tapal Special an instant
hit with consumers.
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Tapal Jasmine Green Tea
Tapal Jasmine Green Tea is the
most recent addition to Tapal Brands.
Tapal Jasmine Green Tea is blended
to perfection using the finest tea
leaves and specially selected Jasmine
to give a refreshing experience of
light taste and soothing aroma. It is
available in metal-free tea bags specially enveloped for extra
freshness’s available.
Gulbahar Green Tea
Green tea lovers around
Pakistan regard Gulbahar as a
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special treat. Perfect as an after dinner option, Gulbahar
remains a perennial favourite due to its refreshing flavor.
Tapal Special Round Teabags
Tapal earned a unique
distinction in 2003 as it became the
first tea company to introduce hassle-
free, extra strong round teabags in
Pakistan. With no strings attached,
these teabags are easy to use and
their shape guarantees an ideal
infusion of taste and aroma for a refreshing, strong cup of tea.
From the analysis of different varieties of Tapal we come to
know that Tapal have different brand for each segment so that
they can target more consumer to be loyal with them.
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SWOT Analysis:
A useful way to analyze the various internal and external factors
that affects the marketing planning is a SWOT analysis. SWOT is
an acronym for strengths, weakness, opportunities and threats.
The figure given below will illustrate the all about the SWOT
analysis.
STRENGTH:
Being the pioneer in tea industry:
At 50, Tapal & Pakistan are both at the brink of a new,
golden age. The golden jubilee is a historic landmark which no
doubt is strength of Tapal.
A commitment to quality
"Never compromise on quality" has been the motto at Tapal
since the very beginning. This commitment to quality has
resulted in a high level of customer satisfaction and unflinching
brand loyalty. In December 1997, Tapal Tea became the first
Pakistani Tea Company to earn the ISO-9001 certification: a
symbol of the highest international quality standards. Again in
December 2000, Tapal acquired the ISO9001: 2000 certification,
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making it one of the first few companies in the world to achieve
this milestone. In addition to the standard requirements, the
ISO9001: 2000 certification system includes requirements for
environment improvement, concepts of TQM (continuous
improvement) with major emphasis on consumer requirements
and satisfaction.
Tapal’s quality policy
The Management and the employees of Tapal Tea (Pvt.)
Ltd. are committed:
• To produce products that meet the customer's requirements &
expectations.
• To fulfill the requirements and effectiveness of the quality
management system through continual improvements.
• By constantly reviewing / updating the relevant quality
objectives of products & processes.
• To participate as teams or individually towards the
improvement of processes, personnel, environment & ethical
values.
Leader in innovation
Always on the move, Tapal Tea is honored to have taken
the lead in a number of areas in the tea industry. Tapal has
been:
• The first to introduce soft packs in the country.
• The first tea company to introduce metal-free tea bags.
• The first to develop an entirely new blend and category-Tapal
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Family Mixture (the mixture of leaf & dust).
• The first to invent the highly successful brand Danedar Leaf
Blend.
• The first to market Kenya teas in Pakistan.
• The first tea company to be awarded the ISO 9001/2000
Quality Certification
As a step towards backward integration Tapal has begun
tea plantation at Shinkiari in the northern region of Pakistan.
This project aims at providing jobs, saving the country's valuable
foreign exchange and is a significant step towards self-
sufficiency. Tapal is also the 1st national tea company to export
tea to the UAE, Canada and USA. This is again a pioneering step
towards increasing value-added exports and is also a fast
developing source of foreign exchange for the country.
Packaging: pioneers of soft packaging
Technology is also harnessed at Tapal to benefit the
consumer. From the very beginning, Tapal realized the
importance of importing innovative technologies such as the soft
packing process. A fully automatic facility was established where
soft packs were produced for the first time in Pakistan. At this
facility tea is blended and packed in hygienic conditions,
untouched by human hands whilst the soft packing technology
keeps tea fresh and packaging costs economical. The success of
these soft packs has been such that other tea companies have
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also followed Tapal's lead and launched some of their brands in
soft packaging.
Research and Development
Tapal is a research-oriented company. It subscribes to and
conducts various researches in the area of retail audits,
consumer behavior, media planning and product development.
This research is used for continuous improvement in product
quality, brand positioning and communication according to the
changing requirements of the consumers. Consistency and
quality are the two keystones of Tapal's production policy, and
the Quality Control Department at Tapal ensures that flavor and
freshness is never compromised. That's why all the brands,
whether Danedar, Tapal Special or Tapal Family Mixture, always
taste exactly as expected; retaining aroma and freshness till the
last sip.
Capacity of Competition:
Tapal is now taking more interest in arranging the
competition for the people to get the attention of public, these
competition includes Tapal trophy polo, tapal marathon, tapal
interschool cricket, also participate with great enthusiasm on
important days as 14th august, Basnat etc.
WEAKNESSES:
Low market share:
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Despite having a lot of strengths Tapal accounts for only
24% of the total market.
Weak Distribution Channel:
Distribution network is not well organized, however efforts
are being made in this connection e.g. they have recently
purchased some trucks, else they used to hire vehicles for
distributional operations, which quite often would become
trouble some.
Sales Stagnation:
Despite having made changes in packing, company has not
yet achieved remarkable results so eventually we can say in this
connection that sales stagnation is company’s major weakness.
Restriction of Competition:
They should expand the circles of their competition to the
other cities such as Lahore, Multan, Peshawar, Quetta, until now
there most of the competition are restricted to the Karachi and
nearby areas.
Advertisement:
Though they are enjoying 2nd position in the market, but
our research showed that they are paying less attention to their
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ads especially on the TV, as compared to their competitors.
People are less familiar with their ads.
OPPORTUNITY:
Tapal should introduce its other brands like “Mezban Dust”
& “Chenak Dust” in the areas where these are not available.
THREATS:
Tapal is facing tough competition from leaver brothers who
are strongly promoting “yellow label” & “Supreme”.
Karak chai has recently been launched in the market,
which could have an effect on company’s sales figures, if this
matter is not taken seriously.
MARKETING STRATEGY
TAPAL TEA WITH RESPECT TO 4 Ps
(MARKETING MIX)
4 P’s Price
Place
Sale promotionAdvertisingSales forcePublic relationDirect
VarietyQuality, sizeDesignFeaturesBrand name Packaging
List priceDiscountsAllowancesPayment- period
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PRODUCT:
“A product is any thing that can be offered to a market for
attention, acquisition, use, or consumption that might satisfy a
want or need.
Each product is related to other products. Product
hierarchies stretch from basic needs to particular items that
satisfy these needs. We can identify seven levels of the product