Internship Report On Tapal Tea (PVT) Ltd.

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Tapal Tea (Pvt) Ltd.
Acknowledgement

Countless thanks to ALLAH Almighty for giving me such extraordinary abilities and making me privileged enough to take part in such activities and all respects and regards to Holy Prophet Hazrat Muhammad (PBUH) for giving me the faith paving me on the right path with the essence of faith in GOD. I would like to thank our Supervisor Mr. Muzhar Javed for his cooperation and help. He fully supported me throughout my work. I express my heartiest gratitude to him. His cooperation made this project a lot much easier. I would also like to express my heartiest gratitude to Mr. Muhammad Naeem Kha ! "e#$o al %ale& Ma a#er! 'apal 'ea (Pvt) Ltd. Mr. Muhammad Ka&h$(! )o al %ale& Ma a#er! 'apal 'ea (Pvt) Ltd. Mr. *a+har Ayu, "a-a! 'err$tory %ale& O(($.er! 'apal 'ea (Pvt) Ltd. !undle of thanks to my parents" who were and are very supportive and cooperative at every time.
COMSATS Institute of Information Te hnolo!"# Sahi$al.
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'a,le o( /o te t&
..........................................................................................................................................................3 EXECUTIVE SUMMARY.........................................................................................................3 TAPAL TEA........................................................................................................................4 HISTORY O TAPAL TEA..........................................................................................................4 ....................................................................................................................................................................! ..................................................................................................................................................................! &ISIO'..............................................................................................................................( MISSIO' .....................................................................................................................................) .....................................................................................................................................................................* ..........................................................................................................................................................................." #USI$ESS OPERATIO$..........................................................................................................." COMPA'+ MA'A,-M-'T .................................................................................................................................... ...........................................................................................................................................................1( OR,A'I/ATIO'AL C0ART O1 ISLAMA2A3 R-,IO'...................................................................................1( CORPORAT- I'1ORMATIO'...............................................................................................................1) ..........................................................................................................................................................................%& S4OT A'AL+SIS .................................................................................................1* MAR5-TI', STRAT-,+.................................................................................................................%* ...............................................................................................................................................................................3' ..........................................................................................................................................................3% ............................................................................................................................................61 MAR5-TI', MI7..................................................................................................61 COMP-TITI&- STRAT-,+..................................................................................................6( 28SI'-SS PROC-SS A'AL+SIS..............................................................................................9: LEAR$I$( AS A$ I$TER$EE............................................................................................................!) .....................................................................................................................................................!) 38TI-S..................................................................................................................................(% ACCOMPLIS0M-'TS........................................................................................................................(( '-4 5'O4L-3,- AC;8IR-3...................................................................................................(* PRO2L-M -'CO8'T-R-3...................................................................................................................(< 0O4 -7P-RI-'C- IMPACTS M+ CAR--R...........................................................................................(< CO$CLUSIO$..............................................................................................................................!" ...........................................................*' (LOSSARY .....................................................................................................................*' R-1-R-'C-S.......................................................................................................................................................)1 ......................................................................................................................................................*) .......................................................................................................................................................*) I$+EX.........................................................................................................................................*3
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01e.ut$ve %ummary
#rom the dimmest of history when around $%$% !.C. a few leaves of a wild shrub tea blew into the royal bowl of boiling water being sipped by the legendary &mperor Shah 'ung" known as the (ivine Husbander as well as a patron of arts. )apal )ea here brought tea from the royal bowl to the common man*s cups as the most sought after beverage the country over. +nder the management of the founder*s son" #ai,ullah A. )apal" the company continued to grow and innovate. Currently it is being managed by the founder*s grandson" Aftab #.)apal who has continued giving further strength to the foundations of -uality laid by his family. After studying abroad" Aftab #.)apal returned to introduce professional management and uni-ue production ideas into the business. His progressive outlook resulted in the total automation of the tea plants in .arachi. )heir motto /Never /omprom$&e o 2ual$ty/ remains the by word on the lips of all engaged in producing )apal )ea that has resulted in customer*s brand loyalty and their unflinching addiction. )he testimony of their -uality has made them the first tea company in 0akistan to earn the IS123445 $444 6uality Certificates. 0ioneer of the (anedar category in 0akistan" )apal*s (anedar remains a firm favorite around the country with its grape2nutty appearance" rich golden color and a strong refreshing taste. In fact its popularity is such that several multinationals have launched their own versions" but )apal remains the original and ultimate (anedar because of its uni-ue color" aroma and taste. Color and a strong refreshing taste are its most significant attributes. )apal is proud to have been a part of 0akistan*s history since its inception. As a company they have grown and flourished together with the
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great nation. #ounded by Adam Ali )apal" the company first started marketing a number of -uality blends to 0akistani consumer market through continuous innovation and research and development they gain 758 share of 0akistani market. )hey still are growing and hope to be a leader in a market in coming years.
'APAL '0A
H$&tory o( 'apal 'ea
)he journey of )apal*s remarkable success is the combined efforts of three dynamic generations of the )apal #amily. In 537%" )apal started out as a family concern under the personal supervision of its founder" Adam Ali )apal. Against tough competition Adam Ali*s uni-ue blend" later named #amily 9ixture" became a hot favorite and eventually the largest selling brand in the unorgani,ed tea market. #rom this auspicious beginning" )apal moved from success to success introducing tea brands to suit every taste and pocket" sold from its retail outlet in :odia !a,ar" .arachi. )he -uality of )apal tea soon became legendary and people from all parts of .arachi started lining up at the outlet to purchase tea. #or their convenience" )ea distribution was initiated to retail outlets around the city. )he company continued to grow under the management of the founder*s son" #ai,ullah A. )apal. )oday the founder;s grandson" Aftab #. )apal" manages )apal )ea. After studying abroad" Aftab )apal returned to 0akistan to introduce professional management and uni-ue production ideas to the business. A well trained tea taster and tea connoisseur himself" Aftab )apal introduced new tea concepts and developed a wide range of tea blends catering specifically to the tastes of people throughout 0akistan. His progressive outlook resulted in giving further strength to the foundation of -uality laid by his family. 9aking a modest beginning over half a century back" today )apal has become the largest" 5448 0akistani owned )ea Company in the country. It has modern tea
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blending and packaging factories" warehouses e-uipped with state2of2the2art e-uipment and a team of highly dynamic professionals headed by Aftab )apal himself.
34%4ON
TAPAL,S VISIO$'APAL5& 0 v$ro me tal 3$&$o $&6 < Sustainable world" a world in which human populations can continue to exist indefinitely with a high standard of living and health < )o produce" market = distribute its product in a way that does not cause harm to people or damage to the &nvironment. 7e ,el$eve our a.t$v$t$e& &hould6 < < < <
>espect the environment ?enerate economic benefits Create positive influence in the society Create opportunities for good -uality of life )o act locally" but think globally
Our Ph$lo&ophy $&6
Our employee& are6 < 0rovided with the information = training necessary to enable them to perform their tasks in a hygienic manner.
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M$&&$o
8'o &at$&(y our &ta+eholder& a d a& a #u$d$ # pr$ .$ple to our ,u&$ e&&9 ,e a ,e .hmar+ (or 2ual$ty! /reat$v$ty a d 0th$.al value& A.h$eve leader&h$p $ all .ate#or$e& o( our .ore ,u&$ e&& a d d$ver&$(y $ area& :h$.h .ompl$me t the .ore ,u&$ e&&.;
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D4%/O30"< O* '0A6
In $%$% !.C Chinese &mperor Shen2'ung was boiling drinking water when a few leaves of a wild tea tree blew into the royal bowl. He discovered that the leaves imparted a delightful flavor to his water" and so it became his favored drink. It is probable that tea was first cultivated in China" though it is possible that people in )hailand and !urma have used it for as long as the Chinese have. )he China tea plant was taken to :apan in about A( @44" where it was regarded as a medicine for several hundred years" until green tea was developed to become a popular beverage. )ea was introduced into &ngland" as a gift from the !ritish &ast India Company" in about A( 5AA4 and to rest to &urope soon thereafter. !y the end of the 53th century" China still supplied the bulk of the world;s tea. In 5@@A it exported 5BA million kg" of which %% million kg went to !ritain" while India produced 74 million kg. !ut within a few years India moved ahead of China in world trade. Ceylon CSri DankaE emerged as a tea producer in 5@A% and :ava Cnow part of IndonesiaE in 5@%@. )oday" traditional tea growing countries of China India" Indonesia" Sri Danka and :apan have been joined by many others in South America CArgentina" !ra,il" 0eru" &cuadorE and Africa C.enya" +ganda" )an,ania" 9alawi" >wanda" and 9o,ambi-ueE. )ea is generally considered the oldest prepared beverage. Fhatever its color Cblack" green" yellow or white" depending on how it has been processedE" tea can be produced from three main varieties camellia seinensis" camellia seinensis assamic and camellia seinensis Cambodians. Fhen the tea tree grows under natural conditions" it is evergreen and can reach 54 to 5G meters" but when it
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is cultivated in gardens Cthe name given to tea plantation worldwideE" its height is artificially limited to one meter in order to facilitate the pickers. )ea trees are grown mainly in tropical and subtropical regions with humidity of %48 to 348. >ainfalls must be abundant and regularly distributed throughout the year" with a yearly average of 5"G44 to $"G44 millimeters.
P"ODU/'4ON6
Deaves can be picked by hand or mechanically. 9anual picking yields leaves of higher -uality. 0icking is generally done according to the maturity of the leaves Cfrom the top to the bottom of the tree" as a ruleE and three levels of -uality can be distinguished Imperial picking involves picking only the terminal bud C0ekoeE and the first leave. #ine picking involves picking the terminal bud and the first two leaves. Classical picking" the main techni-ue used today" includes the terminal bud plus three to four leaves. !ecause of the product*s perishable nature" final processing must occur as soon as possible after the leaves are picked" and special care is re-uired during transportation and storage. )he average yield per hectare from 5334 to $44B was around 5.$ metric tons" with yields in leading producing countries being 5.7 tons per hectare in Sri Danka and $ tons per hectare in .enya. !lack tea is the only kind of tea that is subject to international -uality regulations. It is classified according to two main methods" orthodox and crushingHtearingHcurling CC)CE. Fithin both categories tealeaves are classified into sub2categories" with the best -uality represented by the pekoe and the condition of the pekoe and the lowest by the dust of leaves.
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Bu&$ e&& Operat$o

/ompa y Ma a#eme t
A(ta, 'apal /0O! 'apal 'ea (Pvt) Ltd. He introduced professional management and uni-ue production ideas to the business. !eing one of the few professional tea tasters in the country" and a tea connoisseur himself" his progressive outlook has given further strength to the foundation of -uality laid by his family" and has bought the )apal company to newer and higher levels of success. &volving and innovating its way through its near A4 years history" )apal is presently the largest" 5448 0akistani owned )ea Company in the country. Its has set new standards for modern tea blending and packaging factories" warehouses e-uipped with state2of2the2art e-uipment and a team of highly dynamic professionals headed by Aftab )apal himself. He has established three production facilities in 0akistan" two in .arachi and one in >aiwind. In order to provide consistent -uality" which is his commitment to his consumers" he brought in his organi,ation the discipline of IS1
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3445H$444. Fith such focused objectives and honesty in business dealings 9r. Aftab )apal has been able to successfully compete against the multinational companies and has captured more than BG8 market share of the organi,ed market sector of 0akistan and is one of the top 544 tax paying companies of 0akistan and one of the top G #9C? companies of 0akistan.
Haroo "a&h$d GM Mar+et$ #! 'apal 'ea (Pvt) Ltd.
Mohammed$ M$a,hoy /h$e( Operat$ # O(($.er! 'apal 'ea (Pvt) Ltd.
Ayyaz Al$ Kha GM %ale&! 'apal 'ea (Pvt) Ltd.

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Moh&$ M. %a$(y GM 'ea = Ble d! 'apal 'ea (Pvt) Ltd.
Muhammad %ha,,$r GM %upply /ha$ ! 'apal 'ea (Pvt) Ltd.
%yed )a(ar Al$ GM Adm$ $&trat$o ! 'apal 'ea (Pvt) Ltd.
O: Al$ GM *$ a .e! 'apal 'ea (Pvt) Ltd.

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A -um Perva$z GM Pro-e.t&! 'apal 'ea (Pvt) Ltd.
A&#har Am$ Head o( 4 (ormat$o %erv$.e&! 'apal 'ea (Pvt) Ltd.
Ar&had %oha$l Head o( Produ.t$o ! Ma$ te a .e = 2ual$ty
Juzer <ou&u( Al$ 0mployee "elat$o & Ma a#er

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4mra Al$ Kha Ma a#er H"! 'apal 'ea (Pvt) Ltd.
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Or#a $zat$o al /hart o( 4&lama,ad "e#$o

4&lama,ad 'aeem .han
"a:alp$ d$
A,,ota,ad
%ar#odha Imran Iousuf "DP :alees >a,a
.ashif Abbas
.abir Ahmed
Marda
"a:alp$ d$ A,,ota,ad
%ar#odha
/ha+:al
Imran Abbasi
3A/AN'
Akram )abbasum
>a,a Ali .han
'aeem Sheh,ad
9alik Asif
Kotl$ 9unsif .han
Jhelum
4&lama,ad
Ka&hm$r Sardar 'aseer G$l#$t 9. Asif M$a :al$ 9.?hafoor
Khu&a, 9ehdi Hussan
'ammar 9.Saleem .han
#akhar Ayub
Shahid 9ehmood
Pe&ha:ar Sajjad .a,mi
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/orporate 4 (ormat$o
'apal 'ea (Pvt) Ltd. Head O(($.e 0lot 74" Sector 5G" .orangi Industrial Area" .arachi2%7344" 0akistan. 0hone 3$2$5 2 G4AB@35 C7 DinesE G4G4$$@ C7 DinesE #ax 3$2$5 2 G4AB@34 Lahore O(($.e $'( #loor" !lock2G" Awami #lats" 72+sman !lock" 'ew ?arden )own" 0hone 47$2G@A@%B@2G@B5G3B #ax 47$ G@A@%B@ /$ty O(($.e )apal House Sayedna )ahir Saifuddin >oad" 'amakwada 0an 9andi" .arachi. 0hone 4$52$%B%$4$27 4&lama,ad "e#$o al O(($.e 0lot 'o. $5$"$5B Industrial Area IH32$" Islamabad 0hone 4G5277B55432G@B537$
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%7O' A aly&$&
)he SF1) analysis can serve as an interpretative filter to reduce the information to a manageable -uantity of key issues. )he SF1) analysis classifies the internal aspects of the company as strengths or weaknesses and the external situational factors as opportunities or threats. Strengths can serve as a foundation for building a competitive advantage" and weaknesses may hinder it. !y understanding these four aspects of its situation" a firm can better leverage its strengths" correct its weaknesses" capitali,e on golden opportunities" and deter potentially devastating threats. )he company*s SF1) analysis of the tea market is as under Situation Analysis Internal Analysis
&xternal Analysis
Strengths
Feaknesses
1pportunities
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)hreats
SF1) Analysis
STRE$(THS)he strength of the company would be the innovation and the high -uality products. !ecause of these the company is able to survive in the market and still earning a good market share comparing to its competitors.
Integ./ted 01/l2t3 M/n/gement)apal has a great strength of integrated -uality management because IS1 3445 standard is currently being revised to IS1 3445 $44@ )apal has taken a strategic decision to capitali,e this opportunity of revisiting 69S for the integration of other management system" like IS1 3445 $44@ C6uality 9anagement SystemE" IS1 57445 C&nvironment 9anagement SystemE" 1HSAS 5@445 C1ccupational Health = Safety SystemE" IS1 $4444 CInformation Security SystemE and IS1 $$444 C#ood Safety SystemE. )his integrated system has been titled as J)I9SK2 )apal Integrated 9anagement System.
Loc/l242ng Te/ #./nd5)apal tea 0vt Dtd is a fully 0akistani owned company and all the S.+;sCStock .eeping +nitsE of )apal tea are the local brands because all the production" packaging" labeling is totally in 0akistan. Similarly its main brand )apal (anedar owns the e-uity of understanding the diversity of the tea drinking culture of 0akistan. )he )apal (anedar is a local brand so four different areas were setup for its launching. )hese different areas were a lounge" a dhabba" a cafe and a veranda to
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symboli,e the diversity and show the locali,ation of )apal (anedar at the time of its launching.
St.ong He.2t/ge)apal has always been abreast with changing trends and have adopted to the consumer and the retailer needs. !eing the second largest tea brand in 0akistan" )apal tea has always endeavored to cater to changing consumer needs. (ue to strong heritage and local brands )apal tea took a decision in $44@ to bring tapal (anedar in to hard pack with the same -uality" weight and price this resolved a lot of stocking and display issues also helped retain the freshness of the tea for a longer time. )he introduction of a hard pack is a tribute to the diversity of strong heritage of tea culture in the four corners of the 0akistan. )heK four cornersK mean the diversity of 0akistani people and the diversity in their heritage.
St.ong S166l3 L2ne)apal has a distribution network spread across 0akistan" from .arachi to .hyber with over 744 distributors. #rom their warehouses which are in .A>ACHI" HI(>A!A(" S+.H+>" 9+D)A'" >AIFI'(" the product move to the distributors as only in north" they have $4% distribution channels. And from these distributors the product moves to the next" which is retailer and then to the consumer. I!D CInternational !rands Dtd.E distribution company" although charges high commission charges" offers efficient service in .arachi which it is made sure that product will be widely distributed" retailers will not experience shortage of products and the name I!D increases more value of the product. Similarly in Islamabad are the two distribution companies #>I&'(S and I))&HA( provide services for the distribution of )apal tea which effectively and efficiently covers the all areas of Islamabad. )his is also one of their strengths that they have a strong distribution channels. In the beginning the company sole aim was to capture the tea market of .arachi" as they were already in tea business here" only and then strategically build there network to other cities of 0akistan.
Low c.ed2t 5/le5COMSATS Institute of Information Te hnolo!"# Sahi$al.
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(ue to local brands )apal tea get the 758 market share all over the 0akistan and continuously its shares is increasing. )apal tea has highly profitable sales with minimum credits especially in Islamabad. In Islamabad in month of :uly the target of sales of )apal tea was 5$ tons C5$444 kg" >s. 7.@ millionsE but )apal made a record sale of 5G tons C5G444 kg" >s. A millionsE in that month with the only credit of >s. @ lac.
H2g7l3 Inno8/t28e)apal tea is highly innovative because it not only makes the tea products but also introduce )ea as a soft drink with name of IC& )&A first time in 0akistan. 57th of :une $44% was a historic day at )apal )ea C0vtE Dtd. 0akistan;s own and favorite hot tea beverage company took its first step towards expansion with the introduction of its new product J)apal Ice )eaK. )he first consignment of )apal Ice )ea was ceremoniously dispatched from the company;s warehouse on )hursday the 57th of :une $44%. Fe say J)apal Ice )ea Chill .aroK because )apal Ice )ea truly adds to the fun of your chilling out style. It offers a lot more than refreshment.
#./nd /ct28/t2on)he reason brand activation is emerging very fast in the field of marketing is its control and grip over its consumer base. )his field relatively flexible in comparison to A)D where we can easily customi,e our marketing as needed. !e it the direct consumer contact float activation" &vent 9anagement" 0ublic >elation or branding" it all fits in easily. 1ne of the key factors of )apal success is that it has full trust in its activation strategy and has always invested huge amount in this medium. >eali,ing the effectiveness of activation" )apal has been exploring almost all the major plate forms of activation.
E8ent M/.ket2ng&vent marketing is one of the most effective tools of brand activation )apal has been coveting all the areas where event marketing can be done. )apal tea has been sponsoring the :ashn2e2!aharan festival in Sahiwal for the last four years. !e it social programs are sponsorship events like (awn lifestyles" )apal has always been there to get its consumers to experience with its brands.
9EA:$ESSESCOMSATS Institute of Information Te hnolo!"# Sahi$al.
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)he authorities of )apal mentioned no major weaknesses but its intense competition as our analysis is one of their weaknesses as to stay alive against a giant as +nilever and the other one new entrant as )etley.
Cent./l24/t2on M/n/gementIn )apal it is experienced that there is centrali,ation of decisions. (ue to which efficiency and functionality is disturbed. )apal will have to change its highly concentrated culture" in order to be more flexible.
+25t.2;1t2on S35tem)apal has got the services of I!D CInternational !rands 0vt. DtdE in .arachi. Fhile due to highly focus on locally segmented brands like 9ee,ban" there is better supply system" which is not existed in rest of the country.
H2g7l3 +e6endent on TAPAL,5 E<12t3Capital is essence for any organi,ation. 9ore the finance will be" higher we will be confident on its bright future. As )apal is private limited company" therefore it is relatively weak in corresponding to the emerging trends of the market.
Rel/t28e Tec7nolog2c/l #/ckw/.dne55Above point can be described in this aspect that due to less e-uity it is backward in adopting new technologies.
$o Com6et2t28e Ad8/nt/ge)here are limited options to attract the customers towards this commodity" because there is not clear competitive advantage aver competitors. )apal can produce !lack tea" ?reen tea" and Ice tea etc" but further )apal has to depend largely on mass advertisement.
OPPORTU$ITIES1ne of the greatest opportunities is that )apal has its huge market" which is increasing as the population is increasing. )ea has become a staple product in
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0akistan" which cannot be denied at $4 to A4 year of age. 0er capita consumption is almost 5kg according to a recent research in 0akistan. )he consumption of tea increases with the growth in population. At the moment" the population of the country is growing at a rate of $.38 annually" and the consumption of tea at a rate of A8. )his means that presently there is a considerable opportunity for the growth of tea in 0akistan. )he initial re2launch of )apal #amily 9ixture is limited to .arachi only" however" other principle cities will be taken into account in the future. &specially in 0unjab mixture blend can be introduced under the brand name of #amily 9ixture. Slowly" #amily 9ixture will penetrate the market in other cities and expand its future market share.
T./d2t2on/l +.2nk2ng H/;2t5)ea has been a main drink of common 0akistanis and fortunately its use is increasing in common 0akistanis very much. #acts and figures tell us that use of tea is increasing at double rate as compared to the increase in population such as the population of the country is growing at a rate of $.38 annually" and the consumption of tea at a rate of A8. It is the biggest opportunity for )apal to grab the most part of the market.
E=6/n52on 2n ot7e. #e8e./ge M/.ket5)here is very much monotony of brands in tea industry. 9ore opportunities can be explored by using innovative ideas. In recent years" )apal has launched JIce )eaK brand" which is the step forward to prevail in other sort of beverage market. Awareness in this regard is very much of crucial importance.
Re5e/.c7 /nd +e8elo6mentIn order to make its tea brand uni-ue is -uit difficult for any organi,ation. >=( department seems to be prominent among very less alternatives. )his is vital to utili,e these opportunities.
E=6/n52on 2n Ot7e. A.e/5 o> Co1nt.3)apal is not existed in every part of the country. 1n the other side" tea market is spreading day by day. So )apal has a big field to play. It can strengthen its standing in current markets as well as by exploring new markets.
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(.ow2ng He/lt7 Aw/.ene55+sually" it is considered in our society that tea is not good for health. Fhile many research reports have published in different journals and maga,ines that tea is very helpful for continuous working. So )apal should take a step to spread this fact. It can start its campaign with the collaboration of other players of the tea industry.
E=6o.t50akistan has very rich taste in drinking tea. It is one of those countries in which tea is widely drunk. If )apal can get good position in 0akistan then it can satiate other parts of the world as well. )apal should fill this gap by going for exports.
THREATS1ne of the major threats that )apal has its area of the market" which is not educated" and it is using the loose tea" which may not be good for their health as well. )apal claims that it is not possible for them to create such a big awareness for them but the ?overnment should play his role so that these people should have some awareness of the imported loose tea. A rigorous threat is the increasing number of branded and unbranded tea in the market with ample price difference. #or that" established companies need to increase their advertising and promotional budget. )here is a need to get a better shelf space and more retailer patroni,ation for the company*s brand.
St.ong Com6et2t2on 2n R1./l /nd U.;/n M/.ket)apal is facing stiff competition in the presence of Dipton. It is very difficult to compete in this market" because tea has not very much variety in its taste. )o hold on the existing share as well as going further by competing such environment is the major threat.
Inte.n/t2on/ll3 Inc.e/52ng Te/ P.2ce50akistan is not self sufficient in tea. It has to import tea from abroad. And running an industry of which base is on imported good is -uit challenging. )here is another aspect of this picture that 0akistan has put duty of 54 pc on tea imported from
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.enya. .enya tea is liked mostly due to its taste" while tea from !angladesh and Srilanka is duty free" so maintaining taste might be going to cost very much.
H2g7 In>l/t2on w2t72n Co1nt.3>ecession is all over the world. 0akistan is not out of the influence. (ue to this down turn purchasing power of 0akistanis is going down side as well. In this scenario innovation and introducing new products might cost very high.
S/t1./t2on o> Hot #e8e./ge SegmentDipton" )etley" Lital and supreme are the some of the main competitors of )apal tea. )hey are providing very stiff competition in front of )apal. Similarly Islamabad tea and 0eshawari Chai are among the local brands which are competing )apal in rural areas.
Pol2t2c/l Cond2t2on5)his is the threat which has been facing by all industries. 0akistan;s political scene is -uit unpredictable. Change of government and change of policies come together. It is not the better situation to file and implement long run policies. So it is very important threat to be considered for the exports to the other countries.
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4 ter al *a.tor& 9anagement
%tre #th&
7ea+ e&&e&
&xperienced" broad base of Darge si,e may lead to interests and knowledge. conflicting interests. So much product lines but (ifferentiated" Lariation in still not able to knock out products. loose tea. (iverse and local awareness. Lery experienced" high knowledge. High sales revenue" high sale growth" large capital base. Continuous efforts to research trends an reinforce creativity. Opportu $t$e& 9ay lose focus" may not be segmented enough. 0ossible conflicts due to so many people" possible trouble staying focused. High expenses" may have trouble balancing cash2 flows of such a large operation Sometimes they conduct research but the advantage is taken over by small competitors. 'hreat& Illiterate people go for loose tea" which is substandard as well. Intense competition can pay so they have to keep eyes open. Competitors are global leaders so they have more technology as compared to )apal. Lery elastic demand" almost pure competition.
0roduct Dine
9arketing
0ersonnel
#inance
>esearch = (evelopment 01ter al *a.tor& ConsumerHSocial
Increase in the population. (istinctive name" product and packaging in with regards to its markets. 9aintenance of proper website which subscribes and provides information regarding long production line. Consumer income is high for the (anedar class.
Competitive
)echnological
&conomic
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Mar+et$ # %trate#y
MAR:ETI$( O#?ECTIVES)he objectives of the marketing plan are strategically centered on B criteria )o create a strong consumer awareness against unorgani,ed tea product. )o establish a wide brand recognition through the capture of market shares in the multi segment. )o become the top market leader in that particular segment within the strong research and development.
TAR(ET MAR:ETI$()he target market is that they are defining for our brand )apal (anedar is the A class and !M class. )he target of this brand is the urban area of the country and along with the use in offices and business class as well. )apal (anedar is basically the one to one competitor against Dipton yellow label. )he class and geographical location we can say is almost same for both the brands.
MAR:ETI$( SE(ME$TATIO$As a whole when we see the market of tea in 0akistan" although it is not clearly segmented but" )apal did this thing very accurately that it segmented the market very accurately. Its 55 brands in the current clearly shows the potential of each brand in each segment define by the company. )hey clearly look at the nature and extent of diversity of buyers needs and wants in a market. )his thing offers a great opportunity for )apal to focus its business capabilities on the re-uirement of one or more groups of buyers. )he main objective of this segmentation is to examine differences in needs and wants and to identify the segments within the product market of interest.
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MAR:ET SHARE PICTURE1ur main focus is on organi,ed tea market where different companies like UN4L030" and 'APAL are holding the main market share. Some other companies also present in the market but having very low share of the market. +nilever 0akistan limited has 7B8 market share. )apal )ea private limited has 758 market share. Lital tea limited has A8 market share. )etley has 78 market share )he remaining A8 belongs to other market share in the organi,ed market.
U or#a $zed market also captures a good market share in the total tea market of 0akistan. %4444 tons out of 5G4444 consumption is of unorgani,ed tea.%58 of total population of 0akistan are living in rural areas. (ue to illiteracy and lack of awareness they are consuming unorgani,ed tea" which is mainly affecting the organi,ed tea market. (ue to this they are enjoying a very big market share of the total tea market. Or#a $zed segment mainly depend on the imported tea. 9ainly big players are importing tea from different countries like .enya" +." and !angladesh. Dast some year;s imported figures for 0akistan is described in the chart below. +norgani,ed tea is mainly smuggled from different neighbor countries of 0akistan. )hat;s why it has a large proportion in total consumption of tea in 0akistan" which is %4444 tons of total 5G4444 tons.
MAR:ET TRE$+S)rends are now changing. If we see the consumers of tea firstly they are using or you can say addicted of the generic tea" which is the black one" but now the trend is changing. Consumers now want something different in taste now" as the competition is getting higher. Consumer of tea wants some new flavors in tea because now their taste is changing as the time is changing so trend is changing in the market. And )apal utili,e this trend very accurately as their innovations show us everything. )apal 9ee,ban" (anedar" Safari" and specially round metal free tea bags and last but not the least )apal ice tea shows that as the trend is changing in the market )apal also using this trend in the form of new innovations.
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MICRO@E$VIRO$ME$T A$AYSIS-
SUPPLIERSAll tea in 0akistan is imported. 0akistan mainly imports tea from .enya and other African countries like +ganda" !urundi and )an,ania" while multinational companies in 0akistan also import tea from Sri Danka" Indonesia and !angladesh. )apal;s suppliers are major the importers of )ea from these countries.
MAR:ETI$( I$TERME+IARIES)apal has a countrywide sales = distribution network. )he company has over 744 distributors operating nationwide.
CUSTOMERS)apal considers complete 0akistani tea market to be its current and prospective customers. )herefore" it has brands that cater to almost all demographic" geographic and social2class wise segmented market of 0akistan. Its customers are all people living in both rural and urban areas of 0akistan who like having tea. )apal has always targeted families as its potential consumers. Fith the view that the younger generation will be )apal;s future customers" )apal is actively supporting the fast developing music industry in 0akistan. It has sponsored the leading singers in 0akistan and actively participates in music concerts. U$I0UE SELLI$( PREPOSITIO$-
)he main reason behind )apal;s success is that it has locali,ed its taste. It manufactures its product according to the taste and re-uirements of the market it is catering. Another reason behind )apal;s success in catching the hearts of the consumers is that" it has always been close to them. )his has been possible because of its strong !rand Activation Activities. )hese activities have added a new dimension to their marketing activities making them more attractive" exciting and interactive as possible. )hese activities not only reinforce )apal as a national
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company but also assist all its other brands in having their desired impact wherever re-uired. )hese activities are customi,ed according the brand re-uirements to achieve maximum results. 'ot only this" these activities also provide the consumer with a BA42degree product experience" which not only helps in educating the consumer but also engages them to the brand. )hese activities cover 1utdoor !illboards" &vent 9arketing" >oad Shows i.e. floats" mobile kitchens etc" >ural (evelopment 0rograms" Feekly !a,aars" and 9erchandi,ing of the products.
MAR:ET (RO9THIndustry is now on the maturity stage. Darge players has established their brands in the market and enjoyed huge profit margins. 'ow they are looking towards product differentiation and multi segmentation because consumers are now more taste conscious and looking for variety available to them in a tea market.
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MA"K0'4NG M4>
PRO+UCT
'he .ore )ea !everage 'he a.tual produ.t Pa.+a#$ # a d la,el$ # see figure in front Bra d$ # red color" aspect of refreshing" hard pack and soft pack both. 'rade ame )apal (anedar" a )A0AD product Bra d per&o al$ty #reshness" Healthy" Innovative" etc. Bra d e?u$ty )apal (anedar provides a -uality" consistent" innovative and accessible tea reputation. )apal has a variety of brands each catering to different market segments. After )A0AD;s uni-ue #amily 9ixture became .arachi;s largest selling brand" the company was encouraged to innovate further. As a result an entirely new category brand called (anedar was created and launched. )apal (aneder became the country;s largest selling tea brand with a loyal following" which shows that )apal has been successful in creating a strong !rand Image amongst its consumers. )ea is part of culture in this region and now )apal has become an integral part of this tradition with an unparalleled grace of its own.
PRICE)he pricing strategy that they are following for )apal is cost oriented as the price that tapal is taking is comparatively low then its main competitor Iellow label tea. )he price going for some products are @AA grams )apal (anedar Hard 0ack BAr&. CAA grams )apal (anedar #amily 0ack DEEr&. Pr$.e& (or L$pto <ello: La,el 'ea are6 @AA grams Iellow Dabel FEr&. EAA grams Iellow Dabel @GEr&.
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So its price we can say that varies according to cost and even in high -uality" which they are claiming" their price is low as compared to Iellow Dabel )ea. )apal people never wanted to compromise on -uality so they adopted value based pricing. As )apal specifically catering to different segments of the market so its prices are based on its effective value to customers relative to other products. Also the prices are different for different S.+;s
/HANN0L% O* D4%'"4BU'4ON6
Ma u(a.turer HHHHHHD$&tr$,utorHHHHHHHHH"eta$ler HHHHHHHH/o &umer )he channel of distributions according to this brand )apal (anedar is simply as shown by the diagram as manufacturer to distributors who vary according to geographical dispersion and then to retailer to final consumer. )apal has a great channel of distribution not only to this brand but also all other brands that vary geographically according to consumer needs. )A0AD has G main warehouses in 0akistan" which are located in the following cities. D. KA"A/H4 @. H<D0"ABAD G. %UKHU" C. MUL'AN E. "A474ND #rom these warehouses the product move to the distributors as only in north they have $4% distribution channels. And from these distributors the product moves to the
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next" which is retailer and then to the consumer. )his is also one of their strengths that they have a strong distribution channels. In the beginning the company sole aim was to capture the tea market of .arachi" as they were already in tea business here" only and then strategically build there network to other cities of 0akistan. 'ow )apal has a distribution network spread across 0akistan" from .arachi to .hyber with over 744 distributors. &xtensive training programs are provided for the devoted sales personnel. )he popularity of its fine brands is unabated" making it the 'o 5 national tea company in 0akistan. )apal caters to its customers by providing )apal (anedar and #amily 9ixtures to more than 574"444 outlets in 0akistan" which include superstores" department stores" general stores" medical stores" paan walas" grocery stores" merchants" etc. ?rocery stores and merchants together provide @48 volume of the tea sales.
PROMOTIO$O#?ECTIVES)o make the brand remind the consumer as much it could be )apal is using both !)D and A)D for the purpose of promotion. N)hrough !)D )apal is focusing on display racks" sign boards etc. mainly placed to different retailers for heavy promotion against their competitors. )he specific term used by )apal is the MOD0"N '"AD0 so that they have an eye contact of the product with the customer . In this they are using shelves to display their product in big stores like !&S) 0>IC&" !+I !&S)" HA>D1>(;S" and %th &L&'+& etc. N)hrough A)D )apal is focusing on broadcast and print media promotion by placing ads on ).L and placing newspapers ads as well.
ELECTRO$IC ME+IAInitially" the company relied heavily upon print media but this trend is changing now because of the in customer;s life style. >ight now" company is doing intensive advertising through networks. In their advertisement they hire the services of renowned celebrities.
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TAPAL A$+ MUSICFith the view that the younger generation will be )A0AD;s future customers" )A0AD is actively supporting the fast developing music industry in 0akistan. It has sponsored the leading singers in 0akistan and actively participates in music concerts.
SALES PROMOTIO$ STRATE(IES)he Company is running different sales promotional schemes at different times of the year depending on the sales of the company. )A0AD;s brand is backed by planed strategy implementation and followed up with affective communication its advertising and promotion is touching all aspects of media and market opportunities .
MAR:ETI$( RESEARCH)ea blending and tasting is both an art and a science and )apal prides itself on having mastered both the aspects. )apal has adroitly judged the factory senses and keenness of the taste buds of their patrons" resulting in the creation of various well known brands. Aftab #. )apal is a well trained and highly experienced tea taster of the country and is recogni,ed as a -ualified tea specialist worldwide. )apal*s tea managers have been trained at home and abroad in this very rigorous and speciali,ed discipline" and have fre-uently traveled to leading tea producing countries searching for better teas. )apal is a research oriented company. It subscribes to and conducts various researches in the area of retail audits" consumer behavior" media planning and product development. )his research is used for continuous improvement in product -uality" brand positioning and communication according to the changing re-uirements of the consumers. Consistency and -uality are the two keystones of )apal*s production policy" and the 6uality Control (epartment at )apal ensures that flavor and freshness is never compromised. )hat*s why all the brands" whether (anedar" )apal Special or )apal #amily 9ixture" always taste exactly as expected" retaining aroma and freshness till the last sip.
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RESEARCH O$ THE HAR+ PAC:A

According to the marketing manager service he conducted a research at different big cities of the country so that to analy,e consumer behavior by this research many classes were taken over in 5$ different sessions. !y this research first they showed the ad of )apal and then ask about their thoughts and feelings related to the ad. )he target market is housewives from different classes and on the basis of this research tapal concluded that they have to launch a hard pack of )apal (anedar. As its target market was not comfortable to use the soft pack due to the status problem. 'ow after the launching" )apal claims that it is difficult to fulfill the market needs of hard pack due to high demand.
/ompet$t$ve %trate#y
COMPETITIVE SITUATIO$+nilever owns two of the most widely recogni,ed product lines Dipton and !rooke !ond. )he major competition facing Dever at present is from )apal (anedar )ea" who is truly a market challenger. Dipton comprises of Iellow Dabel which is designed for upper middle" upper lower and upper middle class" which is a market leader in the industry" it comes in all the packages including hard packs" jars" and teabags. Dipton yellow label although the direct competitor of !rooke !ond Supreme comes in the family of +nilever so it is prone to its competing attacks. Dipton follows a massive promotion scheme to hold its share. >ichbru is designed for middle and lower +pper classes and 0earl dust is designed for rural areas" mostly districts of Sindh where consumption of dust is extensive. )hey both are not stated as direct competitors of Supreme because they are targeting to different audience. Dipton has a market share of 7B8. !rooke !ond comprises of Supreme and A5 karak )ea which is designed for lower classes" originally known as .enya mixture and then A5 .enya mixture. !rooke !ond has a market share of 38. )apal with the assortments like (anedar and #amily mixture collectively has a market share of 758 overall and in .arachi it has $78. )apal is not only a direct competitor but can be stated as a only competitor because
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all the major market share holders belong to the family of +nilever except )apal. )apal also comes in various packages and consumes much of the shelf space in super markets and convenient stores. )apal has the biggest advantage of its assortments as is served not only by mixture but also (anedar which is getting very popular day by day. )apal has a good image in consumer;s mind and its price is also reasonably attractive. A si,able portion of the market is dominated by loose tea or unbranded tea. However" these brands are currently threatened by smuggled tea from Afghanistan which is available in the open market duty free. )his has posed a lot of problems for genuine importers of tea who cannot compete with this tea because of its low price. )his unbranded tea;s have the biggest market share of 748 because of its low price.
COMPETITIO$ LEVELA
(irect competition of )apal tea is with Dipton yellow label tea. Indirect competition of )apal is with coffee" loose tea and other flavored teas. ?eneric competition includes all the generic products" which can fulfill consumer;s generic needs.
PROMOTIO$ ACTIVITIES)apal has a competitive strategy to make the promotion activities in all over the country" in urban areas as well as in rural areas. )his is a great competitive advantage over the competitor Dipton which makes the promotion activities only in the urban areas. )apal plan the following promotion activities
lo/t Act282t3)apal (anedar conducted a float activity recently in the rural areas of 0akistan. A )apal (anedar branded float moved in different towns and the float was stationed in high traffic areas which generated the most crowds. )he idea of this activity was to generate brand awareness and increase visibility. So it is the great competitive advantage over the competitor for increasing brand awareness and increasing visibility.
+emo Act282t3It was carried out in the semi urban regions of 0unjab and was aimed towards women" in forming them about the benefits of tapal (anedar. )apal (anedar set up
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stalls with branded umbrellas and tables. Fomen passing by were invited to the stall where a female promoter spoke to them about the benefits of tapal (anedar and disadvantages of loose tea. All that time free tea samples were given to the people visiting the stall making the atmosphere cheerful festive. )his is the competitive strategy of )apal tea to promote and aware the customers about its products as well as its advantages.
S7o6 :IOS: Act282t3A )apal (anedar branded kiosk was placed at a no. of .iryana and ?eneral stores where promoters would invite customers passing by and inform them about the various deals being offered by tapal (anedar due to this activity )apal get the competitive advantage over the competitor this is the store competitor strategy by which customers get awareness about the tapal products and increase and due to this strategy tapal stare getting more market share against the competitors.
RELATIO$SHIP w2t7 MULTI$ATIO$AL COMPA$Y#or getting the competitive edge over the competitor especially in tea blending packing and technological innovation the management of tapal visited time to time different multinational tea companies" such as the management team of tapal recently visited the tea factory of J)I0H11K based in Diverpool &ngland. )he team was treated to an extensive visit of the production facilities and spent the day with the J)I0H11K management team where some extremely valuable ideas and best practices process were exchanged between the two companies.
ATL A$+ #TL ACTIVITIES!oth A)D and !)D activities do play a key roll in advertising and promotion of all S.+;s of )apal tea. 9edia releases played a great roll to give information about the newly launched Hard 0ack" service or company out to a large amount of potential customers while !)D activities addressed specific as well as selected mass audience in a particular area which will sustain for long duration. )hrough A)D and !)D activities )apal has a great competitive advantage over the competitor and through using this competitive strategy they make reasonable market share and continuously increasing in their share due to this strong competitive strategy.
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CO$TI$UOUS LEAR$I$( A#OUT MAR:ETSIn order to survive in the market you must have continuous learning about the market. )apal did it very efficiently as their innovation shows this. )hey have the ability and they utili,e it beautifully. )heir continuous learning makes them real competitors against an international recogni,e brands like supreme" Dipton etc. )apal Chai #amily 9ixture is the pride of )apal developed by the forefathers in 537% and thus creating a new category of 9ixture in the tea market. It is the blend that started the )apal success story" and now other tea companies are following )apal;s footsteps by entering the market with similar blends. (anedar Deaf !lend 0ioneer of the (anedar category in 0akistan" )apal;s (anedar remains a firm favorite around the country with its grape2nutty appearances" rich golden color and a strong refreshing taste. )ea is part of culture in this region and now )apal has become an integral part of this tradition with an unparalleled grace of its own.
PIO$EERS o> SO T PAC:A(I$()echnology is also harnessed at )apal to benefit the consumer. #rom the very beginning" )apal reali,ed 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 0akistan. 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. )he success of these soft packs has been such that other tea companies have also followed )apal*s lead and launched some of their brands in soft packaging. And their other innovations are )he first to introduce soft packs in the country. )he first tea company to introduce metal2free tea bags.
)he first to develop an entirely new blend and category2)apal #amily 9ixture Cthe mixture of leaf = dustE. )he first to invent the highly successful brand (anedar Deaf !lend. )he first to market .enya teas in 0akistan. )he first tea company to be awarded the IS1 3445H$444 6uality Certification As a step towards backward integration )apal has begun tea plantation at Shinkiari in the northern region of 0akistan. )his project aims at providing jobs" saving the
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country*s valuable foreign exchange and is a significant step towards self2sufficiency. )apal is also the 5st national tea company to export tea to the +A&" Canada and +SA. )his is again a pioneering step towards increasing value2added exports and is also a fast developing source of foreign exchange for the country.
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Bu&$ e&& Pro.e&& A aly&$&

A /OMM4'M0N' 'O 2UAL4'<9
/'&L&> C190>19IS& 1' 6+ADI)I/ has been the motto at )apal since the very beginning. )his commitment to -uality has resulted in a high level of customer satisfaction and unflinching brand loyalty. In (ecember 533%" )apal )ea became the first 0akistani )ea Company to earn the IS123445 certification" a symbol of the highest international -uality standards. Again in (ecember $444" )apal ac-uired the IS13445 $444 certification" making it one of the first few companies in the world to achieve this milestone. In addition to the standard re-uirements" the IS13445 $444 certification system includes re-uirements for environment improvement" concepts of )69 Ccontinuous improvementE with major emphasis on consumer re-uirements and satisfaction.
2ual$ty Pol$.y9
)he management and the employees of )apal )ea C0rivateE Dimited is committed to 0roduce products that meet the customer;s re-uirements = expectations. #ulfill the re-uirements and effectiveness of the -uality management system through continuous improvements. Constantly review = update the relevant -uality objectives of products = processes in line with the Company;s Statement of Commitment. 0articipate individually = collectively as a team towards the improvements of processes" personnel" environment = ethical values.
Bra d&9
)he reason behind )apal;s success in catching the hearts of the consumers is that" it has always been close to them. )his has been possible because of its strong !rand Activation Activities. )hese activities have added a new dimension to their marketing activities making them more attractive" exciting and interactive as possible. )hese activities not only reinforce )apal as a national company but also assist all its other brands in having their desired impact wherever re-uired.
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)hese activities are customi,ed according the brand re-uirements to achieve maximum results. 'ot only this" these activities also provide the consumer with a BA42degree product experience" which not only helps in educating the consumer but also engages them to the brand. )hese activities cover 1utdoor !illboards" &vent 9arketing" >oad Shows Cfloats" mobile kitchens etcE" >ural (evelopment 0rograms" Feekly !a,aars" and 9erchandi,ing of the products. )apal )ea has total 55 brands which are as under D. DAN0DA" @. *AM4L< M4>'U"0 G. '0)DAM C. GULBHA" E. G"00N '0A I. 4/0 '0A J. 4N%'0A B. 'APAL %P0A/4AL F. /HANAK DU%' DA. MA4)BAN DU%' DD. %A*A"4
TAPAL +A$E+ARSince 537%" )apal )ea C0vtE Dtd. has been the leading tea company in 0akistan. Since then" this prestigious corporation has expanded extensively and has introduced many successful tea brands complementing the different tastes of tea drinkers nationwide. At present" )apal (anedar is the flagship brand of the company" standing as a true national brand. )he history of )apal (anedar is a success story in its own. In 53@%" )apal )ea launched a new category of tea in the market" called O(anedar;. )his was a O(ana; blend from the high grown tea leaves of the highest tea gardens in the world. &ach component of (anedar blend is carefully selected to provide a lovely looking leaf appearance that is neat" black" grainy and fairly even. (anedar blend is an excellent combination of lively taste and distinct flavor of world;s best high grown teas" which produces satisfying cup of tea for the consumers who like aromatic or flavor tea. )he innovation was so successful that other multinational tea companies decided to enter the category and launch similar brands. )apal (anedar has ever since maintained its top position in the category and is still the B rd largest tea brand in 0akistan. As a
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result of )apal;s corporate philosophy" being the benchmark in creativity" many valued additions have been made to the brand over the years. )he first was the introduction of )apal (anedar teabags and later the innovative string less J>ound )ea !agsK were launched. )he most important feature of this top -uality (anedar brand is that the characteristics of a brewed cup remain intact even after a long time. )apal (anedar has throughout been an extremely strong brand" creating loyal consumers across 0akistan. Simply" (anedar is a powerful brand and a great value product and there is no real substitute of it. )oday" the (anedar family comprises of a multiple S.+;s Cstock keeping unitsE including B trade mark soft pack variations" B enveloped pack sachets" a high utility jar" a pouch and the ground breaking convenient teabags.
DAA #
@AA #
CAA #
DAAA #
JA"
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AMILY MIXTURE#amily 9ixture is a blend of high grown .enyan primary leaf and dust grades" which are carefully selected for their rich color" distinct flavor and a bright golden lively appearance. It is a pioneering brand which started its journey in 537%. It;s a brand that brought about significant success" in fact" a breakthrough for the Company. !esides" it pioneered a uni-ue mixture of leaf and dust tea in 0akistan. As a blend" it took no time to take off and found favor with taste buds from varying levels of market segments. )he blend" perhaps" stays at the core of success. )he strength of )apal #amily 9ixture is not only due to Company;s inherent interest in the brand but owes a great deal to the farsighted vision of its creators" with a deep understanding of the habits of millions of country;s tea drinkers. )apal #amily 9ixture has been around and kicking for several decades now. In spite of long years of facing competition" which became tougher by the year" )apal #amily 9ixture still holds it;s own. !acked by growing intelligent marketing" )#9 today continues to command a leadership position in 0akistan;s tea industry or market.
DAA #
@AA #
K K#
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(REE$ TEA.eeping the changing tastes and expectations of our customers in mind )apal introduced a range of ?reen )eas that is healthy and revitali,ing in taste. )apal ?reen )ea is blended to perfection using the finest tealeaves and specially selected flavors to give a refreshing experience of light taste and soothing aroma. J?reen )eaK unlike black tea undergoes minimal oxidation during processing and is made from leaves that are not fermented before being dried. 1riginating from China" today green tea is consumed all over the world for its medicinal values and great taste. It carries many health benefits as the antioxidants present in it destroy free radicals that damage cells in the body and also controls the glucose level. ?reen tea lowers cholesterol and blood2insulin levels" which helps in burning of fat. #urthermore" it promotes good all2round health" as it has no side effects. )apal Shades of ?reen is an aromatic combination of the finest and carefully selected tealeaves and the tantali,ing freshness of natural :asmine" &laichi and Demon. Ja&m$ e Introduced in the year $444" )apal :asmine ?reen )ea with its vibrant essence and a distinct soothing effect breathes new life in to your senses. :asmine ?reen )ea is a winning combination of alluring fragrance and health. Infused with :asmine flowers" :asmine ?reen )ea opens a new window to your mind.
FA #
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0la$.h$ Daunched in $44G" )apal &laichi ?reen )ea was well received by green tea lovers nationwide for its revitali,ing taste. )he uplifting flavor of &laichi tenderly takes your body to a whole new level of vitality.
CE # Lemo After joining the )apal ?reen )ea family in $44A" )apal Demon ?reen )ea with its rich taste regenerates your soul. It is your perfect soul mate to indulge in a rejuvenating experience of its succulent essence.
CE #
TAPAL ICE TEA)he invention of ice tea is generally believed to have occurred in America in 5347" although some evidence has been presented that it may have been drunk in the South well before that. Dike many great inventions" ice tea was created completely by accident. It was a sweltering day during the Forld*s #air in St. Douis" 9issouri" and &nglishman >ichard !lechynden*s tea concession was not doing well. He could not entice anyone to try his steaming beverage. )he sweltering heat drove all visitors past his wares. +ntil he struck upon a solution. !orrowing ice from a nearby ice cream stand" he created a beverage that would endure for the next hundred years which is now also available in 0akistan.
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Ice )ea came to notice of the )apal management when it was found that it was already being sold at many leading stores throughout the major cities. Independent industry research shows that healthy beverages were increasing claiming a bigger share of the 0akistani market and were growing at a tremendous pace. )apal started to respond to consumer demand and research by introducing these current flavors. 57th of :une was a historic day at )apal )ea C0vtE Dtd. 0akistan;s own and favorite hot tea beverage company took its first step towards expansion with the introduction of its new product J)apal Ice )eaK. )he first consignment of )apal Ice )ea was ceremoniously dispatched from the company;s warehouse on )hursday the 57th of :une $44%. 0resent at this momentous occasion were amongst other people the C&1 of the company" 9r. Aftab )apal" the C11 9r. 9uhammadi 9iabhoy and the C91 9r. 9ahmood 'anji. )he product along with support 01S material was well received by the shop keepers of .arachi and displayed across the selected areas of the city. )apal had been the leading brand here in 0akistan for many years" and this new product which is for now available at leading stores in .arachi and is sure to stir up some more excitement among the Chai freaked 0akistani;s which will make )apal another step ahead of the leading brands in our country
CHILL :ARO PA:ISTA$B
)he super market culture has changed consumer purchase habits and the youth today has ample choices in front of them" even when compared to G years ago. Increasingly they are becoming a huge market on their own. )apal wants to increasingly cater to this market and it is doing so with the launch of )apal Ice )ea. )apal is known for its hot cup of -uality blend of teas" but with )apal ice tea" it has literally set a new precedent in our markets. )aken in an international context" )apal Ice )ea is not a new product however it is a first of its kind in 0akistan. Fho else but )apal" the tea experts" could have served up so many ways to enjoy the convenience = benefits of teaP J)apal has been making tea for over A4 years and now we;ve added a new area into our portfolioK said Aamir Habib" !rand 9anager" and )apal Ice )ea. JFe know our
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product is about more than refreshment though. It;s about chilling out and sharing good times with family and friends. Fe believe that this product is one of the best ways to kick back and have fun this summer.K )apal Ice )ea offers 0akistani youth an attitudinal choice that comes in the kind of flavors that they will like. )apal ice tea is made for today*s generation that loves to enjoy their life at its fullest and chill out. Instant refreshment is yours anytime with our beverage. )hirst2-uenching and delicious" our Ice )ea is pure and satisfying. Fith this now you;ll be able to enjoy the great refreshing taste of Ice )ea from )apal 2 the experts in tea. 9ade from real tea" )apal Ice )ea combines the goodness of )ea Antioxidants with no preservatives" no artificial colors and only 5A8 sugar which is less than most regular soft drinks. )A0AD Demon = Dime and 0each Ice )ea are a refreshing addition to the popular )A0AD product line of traditional teas. )he ice tea contains vitamin C that gives it a refreshing tangy taste. Fithout doubt )apal Ice )ea is the best drink that adds to the fun of activities that you*re engaging in. Fhether its music" shopping" party" workout and games" you can be sure of a chilling time. /)ea drinkers will really enjoy the new products" and the flavored ice tea will certainly appeal to active adults who seek refreshment and healthy benefits in their beverage selection"/ said Aamir Habib" !rand manager. /)he tea used to make )apal Ice )ea has antioxidant properties which are associated with good health./ )he launch will be supported with a fully integrated marketing program that includes print" radio and out2of2home advertising" point2of2purchase displays" FebHinteractive communications especially the launch of 0akistan;s first branded portal www.chillkaro.com" public relations and consumer sampling programs. )apal Ice )ea will be sold in supermarkets" convenience and other retail stores.
97/t 25 Ice Te/C

)he simple pleasure that tea drinkers have enjoyed with )apal for more than A4 years gets a chilled = flavorful update this month with the new )apal Ice )ea Demon = Dime and 0each flavor varieties hit the shelves this month. )apal Ice )ea is a deliciously refreshing drink made with tea" blended with water and fruit flavors. Ice tea is a form of cold tea often served in a glass over ice. It may or may not be sweetened. )he most common flavors worldwide include lemon" peach and lime.
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A;o1t Pe/c7 l/8o. Ice Te/

#or the delicious taste of summer in a glass any time of the year" mix up some )apal Ice )ea 0each. It;s the perfect blend of thirst -uenching" refreshing beverage and the sweet taste of peaches. 9ade from real tea blends" )apal Ice )ea 0each combines the goodness of )ea antioxidants with no preservatives" no artificial colors and only 5A8 sugar which is much less than most regular soft drinks.
A;o1t Lemon D L2me l/8o.ed Ice Te/

'othing beats a chilled" sweet" lemony glass of )apal Ice )ea Demon Fith just the right amount of ingredientsQ our mix is going to -uench your thirst with a refreshing burst of Demon and Dime. 9ade from real tea blends" )apal Ice )ea Demon combines the goodness of )ea antioxidants with no preservatives" no artificial colors and only 5A8 sugar which is much less than most regular soft drinks.
O6t o. T7e He/lt73 +.2nk @ Ice Te/B

Fe say )apal Ice )ea Chill .aro because )apal Ice )ea truly adds to the fun of your chilling out style. It offers a lot more than refreshment
Ene.g24e5 3o1
Its moderate caffeine content stimulates energy consumption" giving your body a gentle physical boost that helps you keep going on your workouts" sports or any sort of physical activity energetically. $.5 mg of caffeine per kg body weight that e-uals 57% mg for %4 kg person ingested prior to prolonged exercise delays fatigue. )his amount is available in approximately B )apal Ice )ea cans.
S7/.6en5 3o1. w2t5

A combination of caffeine and theanine in tea gives you a relaxed but fully alert state of mind and at the same time helps you to focus.
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H3d./te5 3o1
(rinking @ glasses of water a day is a minimum re-uirement for a healthy" active lifestyle. 9aintaining a healthy body fluid balance can become a challenge during summers" especially when you move outdoors. Iour need to intake fluids becomes even more recurrent. In such a hot weather" refreshing )apal Ice )ea breaks are necessary time after time to replenish the fluid that you;ve lost all day to the hot weather in a delicious way and they;re a much better alternative than carbonated drinks.
+oe5n,t 71.t 3o1. >2tne55

)apal Ice )ea contains very less calories" less than half the calories of a common cola drink. So regular consumption of your favorite )apal Ice )ea doesn;t leave you with a guilt trip and it;s safe to enjoy it to the limitsR
An Ant2@o=2d/nt
!ody cells naturally produce free radicals Cby2productsE in the process of using oxygen. )hese free radicals are known to cause damages such as heart disease" diabetes" cancer etc. Antioxidants are substances that prevent and repair the oxidative damage to our body. Antioxidants may also enhance immune defense and therefore lower the risk of cancer and infection. A recent study revealed that G servings of fruits and vegetables reduce the risk of stroke by $G percent. Ice )ea contains at least as many antioxidants as fruits and veggies such as strawberries and spinachR
Lemon3 goodne55
Demon ice tea is not just another glass of soft drinkQ it offers the most valuable benefits of lemon such as vision and digestion improvement" relaxing of the nervous system" antibacterial properties and aid in fighting colds and flu symptoms. 9ost importantly" lemon contains the most effective type of vitamin C that helps prevent cancer. )apal Ice )ea brings all these benefits to you in a delicious drink.
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$1t.2t2on /ct5
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Lear $ # a& a 4 ter ee
Dut$e&
Availability analysis report Lerify the outlet data
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)rade 1ffer 1rgani,e 0romotion activity I'S )ea 1rgani,e promotion activity of Ice tea )rade offer on (ifferent S.+s (isplay 1ffer
A8/2l/;2l2t3 An/l3525 Re6o.t)o make availability analysis report to check the availability of )apal brands by visiting the selected areas of Islamabad. In Islamabad some selected brands are available due to segmentation and total % bands are available with all S.+;s. It was my duty to discuss with retailers and provide them information about all S.+s of )apal. Search potential >etailers which want to purchase all the range of )apal tea products. 9ake separate list of these retailers to >S9 C>egional Sales 9anagerE. In future they want to make contact with these retailers. )apal offers different Schemes on different products of )apal for 'ew >etailers as will as for old >etailers. 9y duty was to make list of existing stock with S.+;s wise on the booking sheet. 9y duty was to make availability analysis report by visiting the markets and the selected sectors of the Islamabad. 9y daily work was to visit any selected market along with the distributor" which was daily told by my supervisor. I visited the markets and went shop to shop for checking the availability of )apal brands and their S.+;s and mark a tick on the booking sheet. In Islamabad )apal total % brands with almost all S.+;s were available due to segmentation and also according to consumer needs and demands.
Ve.2>3 t7e O1tlet d/t/)o verify the outlet data of Islamabad in which total %3% outlets by visiting the all the sectors = markets of the Islamabad with company records. Check out shop type and verify that all the products are available according to company records. Assign rank to the shop according to sales" market place and display. Fhich channel of distribution is used to supply the productsP Also update company data by adding new shops address. 9y duty was to verify the outlet data of Islamabad" which was
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given my supervisor. 9y work to visit the sector according to 0:0 Cpermanent journey planE along with the distributor and was to check those outlets which were not listed" added in the list and also those outlets which were the potential customer of )apal" also added in the list.
T./de O>>e.-
)o make a )rade 1ffer on any brand for the 91(&>' )>A(& according to the budget given by the company for the )rade 1ffer. )o make a plan for the promotion of new brands CIC& )&A and I'S)&AE and for brand development in customer mind. Company provides one of his products on Special (iscount price. Customer attracts and purchase specific product. )his activity is done for brand development to aware customers with product. 1rgani,e an activity for the promotion of these new brands especially on the 91(&>' )>A(&S of Islamabad. 9y duty was to make trade offer on different S.+;s according to company;s budget" which was given to the offer" for example company gave the budget of >s.$5B%GH2 for the trade offer on the Ice )ea" >s.53@44H2 on (aneder 5444 gms and 744 gms.
+256l/3 O>>e.Select retailers on basis of data which have proper sales and good display. ?ive them display 1ffer on the IC& )&A and given on the selected 7G outlets of Islamabad for the promotion of IC& )&A. )he company introduced a new product in the market three months before with the name of JIC& )&AK. )he product is now on introductory stage so my duty was to check the availability of Ice )ea in the markets in scathe and cane. 9y second duty to make a plan an activity for the promotion of Instea on the modern trades of Islamabad and company gave the budget >s.$7444H2 for its promotion.
S/le5COMSATS Institute of Information Te hnolo!"# Sahi$al.
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I also get vast experience of sales. All my colleagues helped me in this area. Selling a product is very difficult in every field of work. >etailers are the main source to directly contact with finally customers. 0ublic dealing and public relation is very important for this.
S/le5 o.e C/5t2ngIt was a tuff job and highly professionals work in this field. 9> 'aeem khan also gave me this task to do. I completed this task on the information;s of retailers. Company employees also work with me to complete this :ob.
A..ompl$&hme t&
A8/2l/;2l2t3 An/l3525 Re6o.tI made a list of existing stock by checking the store on the booking sheet and gave to the supervisor. #or making the availability analysis report I went to the market along with the distributor according to 0:0 and visited the every shop of the different markets and made a list of every S.+ on the sheet and daily check that list to the supervisor. After to weeks I completed my work and made availability analysis report and submitted to my supervisor. I visited all markets and sectors check the availability of Ice )ea and made a list where ice tea was not available and submitted to supervisor. I completed my work in a week along with the distributors.
T./de O>>e.I made a trade offer on Ice )ea according to the budget >s.$5B%GH2 in which total >s.7%GH2 was discount for the shopkeepers on purchasing 5c of Ice tea lemon and 5c of Ice tea peech and 5 tray of Ice )ea cane. Similarly I made trade offer for the more the modern trades of Islamabad for which company gave a budget of >s.53@44H2 and I made a trade offer of >s.$4H2 on (anedar 5 kg pouch and >s.54H2 on S kg pouch and consume the entire budget. I planned an activity for the promotion of newly introduced product with the name of Instea on the modern trades in which a promoter gave free samples of Instea scathe to the customers and note the feed back of the customers.
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Ve.2>3 t7e O1tlet d/t/Check out shop type and verify that all the products are available according to company records. Assign rank to the shop according to sales" market place and display. Fhich channel of distribution is used to supply the productsP Also update company data by adding new shops address. 9y duty was to verify the outlet data of Islamabad" which was given my supervisor. 9y work to visit the sector according to 0:0 Cpermanent journey planE along with the distributor and was to check those outlets which were not listed" added in the list and also those outlets which were the potential customer of )apal" also added in the list. I did this work on daily basis and report to 9>. 'aeem .han on daily basis. %ale&6 0ublic relationship is a main tool in sales. 9>. 'aeem .han gave me some important tips about sales like >elationship !uilding Complete (atabase about retailer ?ood communication skills .now completely about your product
%ale& *ore.a&t6 (ata collected by me and my colleagues is

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%AL0% *O"0/A%'6
Islamabad*s population )arget 9arket 'o. of households )arget 9arket Share of )apal Consumption per month Avg consumption of householdsHmonth Consumption of )apalHmonth Sales per day C>sE Sales per day C.gE B44444 %G4
Glac $ lac 5 lac B48 B4"444 households 4.%Gkg $$G44 kg
Sales per year C>sE 544G4444 Sales per year CkgE $%B%G4
Ne: K o:led#e A.?u$red

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I learned much more about the sales and distribution channels. In sales there are G steps of sales call which are planning" approach" stock list" presentation" feed back of shopkeeper. I learned that how make asales call by using these basis steps of sales call. (uring the training I learned about the A!C of 9anagement which are the basic three steps which follow by a manager to motivate and check the performance of their employees CA" activator !" behavior C" conse-uenceE. (uring the sales I have learned much more about distribution channels which are very effective for their sales.
Pro,lem 0 .ou tered

)his was my first experience to do work in any organi,ation and I have no idea about the tapal so in start I was very confused and faced a difficulty in adjusting the environment of tapal but with the passage of time I gain confidence and start enjoying my internship. Also Islamabad was a new city for me and I faced difficulty in findings the sectors and markets but my supervisor and their sales officer helped me in solving such problems. 9arketing job is a tuff job but with the help of my colleagues. I learned much more form 9>. 'aeem .han. He helped me on every stage of my work. Also provide me much knowledge about marketing. )hey provide me some good hints.
Ho: 01per$e .e 4mpa.t& My /areer

Forking in tapal for six weeks as an intern was veryTy informative experience for me. I got the chance to work in practical environment during the time I learnt very important practical things about marketing these learnings are going to help me in professional life and as well as in my remaining courses of 9!A because I want to pursue a career in marketing.
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/ON/LU%4ON
)apal tea is a perfect example of a local brand becoming a market leader through consistently improving themselves by implementing different strategies and creating value addition. Fhen they started off in 0akistan they were doing retail and whole sale business with shop in :odia !a,ar. Fith foresight )apal evolved formidable two Uprone strategy maintaining and continuously improving blending -uality and vigorously pursuing brand building exercises. So in this way they adopted a well planned line of attack to which its competitors were unable to defend because of being engage in fighting for there market share with each other and under estimating a brand which was few years ago a shop in :odia ba,aar )apal;s experienced marketing team has contributed over the years to the phenomenal growth of the brands and the company. In recent years" memorable advertising campaigns on the electronic and print media using )L and film celebrities" have made )apal a household name. )apal is considered to be among 0akistani women;s most preferred tea brand. )he highly successful mix of great teas" modern marketing" proper distribution and promotional activities has resulted in overwhelming growth for )apal over the last G4 years.
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Glo&&ary
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%to.+ +eep$ # u $t& Belo: the l$ e A,ove the l$ e 'otal ?ual$ty Ma a#eme t 'apal *am$ly M$1ture "e#$o al %ale& Ma a#er )o al %ale& Ma a#er perma e t Jour ey pla
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I$TRO+UCTIO$http HHwww.amcyG.comHprojectsHmarketingHintroduction.htm
OR(A$IEATIO$AL CHART O ISLAMA#A+ RE(IO$9. 'aeem .han" >egional Sales 9anager" )apal tea C0vtE Dtd. Islamabad >egion
CORPORATE I$ ORMATIO$9. .ashif 9ehmood" Vonal Sales 9anager" )apal tea C0vtE Dtd. Islamabad >egion
#USI$ESS OPERATIO$9. 'aeem .han" >egional Sales 9anager" )apal tea C0vtE Dtd. Islamabad >egion
S9OT A$ALYSIShttp HHwww.amcyG.comHprojectsHmarketingHSF1)Analysis.htm .ottler 0." Amstrong ?. C$44@E 0rinciples of 9arketing" HarlowQ 0rentice Hall" 5$ th edition 'ews !lends 45 :an. to B4 :un. $44@ 'ews !lends 45 :uly to B5 (ec. $44@
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MAR:ETI$( MIXhttp HHwww.amcyG.comHprojectsHmarketingH9arketing 9ix.htm
COMPETITIVE STRATE(Y'ews !lends 45 :an. to B4 :un. $44@ 'ews !lends 45 :uly to B5 (ec. $44@
SALES ORECAST#akhar Ayub >aja" )erritory Sales 1fficer" )apal )ea C0vtE Dtd.
MAR:ETI$( STRATE(Y9r. .hawaja 9. 9usa" 9arketing 9anager Service" )apal )ea C0vtE Dtd.
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Annex JAK 0>IC& DIS) Annex J!K 1>(&> !11.I'? SH&&)

Internship Report On Tapal Tea (PVT) Ltd.

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Internship Report

Tapal Tea (Pvt) Ltd.

COMSATS Institute of Information Te hnolo!"# Sahi$al.

Tapal Tea (Pvt) Ltd.

COMSATS Institute of Information Te hnolo!"# Sahi$al.

Tapal Tea (Pvt) Ltd.

Tapal Tea (Pvt) Ltd.

Tapal Tea (Pvt) Ltd.

Our Ph$lo&ophy $&6

COMSATS Institute of Information Te hnolo!"# Sahi$al.

Tapal Tea (Pvt) Ltd.

COMSATS Institute of Information Te hnolo!"# Sahi$al.

Tapal Tea (Pvt) Ltd.

Tapal Tea (Pvt) Ltd.

COMSATS Institute of Information Te hnolo!"# Sahi$al.

Tapal Tea (Pvt) Ltd.

Bu&$ e&& Operat$o

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Haroo "a&h$d GM Mar+et$ #! 'apal 'ea (Pvt) Ltd.

Mohammed$ M$a,hoy /h$e( Operat$ # O(($.er! 'apal 'ea (Pvt) Ltd.

Ayyaz Al$ Kha GM %ale&! 'apal 'ea (Pvt) Ltd.

Tapal Tea (Pvt) Ltd.

Moh&$ M. %a$(y GM 'ea = Ble d! 'apal 'ea (Pvt) Ltd.

Muhammad %ha,,$r GM %upply /ha$ ! 'apal 'ea (Pvt) Ltd.

%yed )a(ar Al$ GM Adm$ $&trat$o ! 'apal 'ea (Pvt) Ltd.

O: Al$ GM *$ a .e! 'apal 'ea (Pvt) Ltd.

Tapal Tea (Pvt) Ltd.

A -um Perva$z GM Pro-e.t&! 'apal 'ea (Pvt) Ltd.

A&#har Am$ Head o( 4 (ormat$o %erv$.e&! 'apal 'ea (Pvt) Ltd.

Ar&had %oha$l Head o( Produ.t$o ! Ma$ te a .e = 2ual$ty

Juzer <ou&u( Al$ 0mployee "elat$o & Ma a#er

Tapal Tea (Pvt) Ltd.

4mra Al$ Kha Ma a#er H"! 'apal 'ea (Pvt) Ltd.

COMSATS Institute of Information Te hnolo!"# Sahi$al.

Tapal Tea (Pvt) Ltd.

COMSATS Institute of Information Te hnolo!"# Sahi$al.

Tapal Tea (Pvt) Ltd.

Or#a $zat$o al /hart o( 4&lama,ad "e#$o

%ar#odha Imran Iousuf "DP :alees >a,a

>a,a Ali .han

Kotl$ 9unsif .han

Ka&hm$r Sardar 'aseer G$l#$t 9. Asif M$a :al$ 9.?hafoor

Khu&a, 9ehdi Hussan

'ammar 9.Saleem .han

Pe&ha:ar Sajjad .a,mi

COMSATS Institute of Information Te hnolo!"# Sahi$al.

Tapal Tea (Pvt) Ltd.

COMSATS Institute of Information Te hnolo!"# Sahi$al.

Tapal Tea (Pvt) Ltd.

COMSATS Institute of Information Te hnolo!"# Sahi$al.

Tapal Tea (Pvt) Ltd.

Tapal Tea (Pvt) Ltd.

Low c.ed2t 5/le5COMSATS Institute of Information Te hnolo!"# Sahi$al.

Tapal Tea (Pvt) Ltd.

9EA:$ESSESCOMSATS Institute of Information Te hnolo!"# Sahi$al.

Tapal Tea (Pvt) Ltd.

Tapal Tea (Pvt) Ltd.

Tapal Tea (Pvt) Ltd.

COMSATS Institute of Information Te hnolo!"# Sahi$al.

Tapal Tea (Pvt) Ltd.

COMSATS Institute of Information Te hnolo!"# Sahi$al.

Tapal Tea (Pvt) Ltd.

COMSATS Institute of Information Te hnolo!"# Sahi$al.