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Pakistan imported about 8178.88 metric tonnes (MT) of black tea worth
$16.1 million during March 2009, as compared with 9096.48 metric tonnes in
March 2008 worth $18.5 million. According to these numbers provided by
PTA, imports witnessed a decline of 10 percent. The apparent reason for the
decreasing value of decline was a hike in the prices of commodities and
petrol prices in general; it is significant to mention over here that the
international tea prices also witnessed their peak in the past few months.
Probably that is the reason why the existing importers in the country could
not import the expected quantity of tea.
This decline did not really affect the consumption pattern of the population
as people consumed tea like they did in the past; the change in consumption
pattern did not show a descending trend because of the existence of
smuggled tea.
Pakistan’s per capita consumption of tea is 1 kg per annum, but the country
relies almost completely on imported tea. Its import volume is third highest
behind Russia and the United Kingdom. Pakistan imports tea from 21
countries and the major portion is imported from Kenya. During March, 58.81
percent of the total quantity of imported tea was bought from Kenya as
compared with 49.63 percent imported in the corresponding period last year.
PEST ANALYSIS:
Political
Economic
Social
Technological
Diplomatic Relations
The relations with the tea producing nations and Pakistan play a vital role as
large part of imports comes from Kenya, but now Pakistan is also importing
tea from India.
Social Factors
The social and cultural influences on business vary from country to country. It
is very important that such factors are considered. People are socializing
more may it be events or casual visits to friends and family. Tea has always
been an integral part of Pakistani culture and rituals. It is understood that tea
would be present at all events.
Changing Trends
As work environment is becoming more stressful, people require different
forms of refreshment and intakes to increase their energy levels. This further
increase the intake of tea at workplaces, tea is not only just available to the
employees when needed but is also served twice a day in order to keep them
going. On the other hand, media expansion, growth of advertising as a
separate industry has resulted in greater exposure of all the brands and
masses. Hence social factors and changing mindsets have positively affected
this industry
Tea has always been acceptable in all social classes because of its usage.
Green tea has recently gained a lot of popularity due to health reasons and is
largely consumed. Another factor is the emergence of ice tea which is
indirectly competing with soft drinks.
TECHNOLOGICAL FACTORS:
Technology is important to gain an edge over competitors and it drives
globalization. Technology helps companies to reduce cost and achieve
economies of scale. Technology also leads to the development of new
products and sometimes even segments.
Tea manufacturers like Unilever and Tapal already manufacture tea of the
highest quality and they achieve it by the state of the art production facility
that they have. Lipton has also installed its own plant of Danedar tea
production.
C
O MPE
TI TIVE
RIVALRY
The intensity of competition in the tea industry is fairly high. There are few
established names like Lipton and Brooke Bond in the market. Now Tetley has
also been introduced in the market. So Tapal is competing with all of these
and also “Khulli Chai” as well. Talking about Lipton and Brooke Bond they are
brands of Unilever which is known to be a giant in the FMCG industry. It
seemed impossible that any local brand would even survive when competing
with them but Tapal proved them wrong through smart advertising and high
quality product it has already given Brooke Bond a run for its money and now
facing Lipton.
Initially it was thought that no company would survive against the giants of
Unilever but since Tapal people have started thinking that local brands can
do well and new players might decide to come into this market.
THREAT OF SUBSTITUTES
In this case tea will always remain an integral part of our culture. Having said
that there is a low switching cost associated with the trade off of substitutes.
In case of tea substitute is coffee and even cold drinks in some case.
It can easily be assumed that the demand for tea is nothing but increasing.
Currently majority of the consumers have not developed the taste for coffee
so it cannot be seen as a potential threat. Change in patterns can be
observed because consumers are shifting from normal tea to green tea but
again the broad category of the product remains the same.
BARGAINING POWER OF BUYERS
The bargaining power of buyers is low because of the high demand. Although
due to increased competition prices remain competitive but buyers have
little or no bargaining power. In case of tea an element of brand loyalty is
also associated so a consumer would want to use a same brand which gives
in his bargaining power. Also with tea people prefer quality over its price.
BARGAINING POWER OF SUPPLIERS
Bargaining Power of supplier is high because there are few suppliers of tea.
The reason why there are few is because there is a specific taste of tea that
consumers like so the manufacturers are forced to choose from few options.
In Pakistan tea is imported majorly from Kenya and Srilanka so the supplier is
at power to influence the price due to the limited availability of the raw tea.
In Pakistan recent plantation of tea farms may favor the local manufacturers
and foreign suppliers may find a reduction in their bargaining power.
BCG MATRIX:
STARS:
Lipton and Tapal have been placed as stars because they not only have
higher market shares as compared to the rest of the brands but also because
their business growth rate is higher and they believe in continuously
investing in their businesses for expansion purposes.
CASH COW:
Supreme is a cash cow because business growth wise, its progress is pretty
slow but as far as the market share is concerned, it absolutely has a greater
market share than Tetley or Vital for that matter; but at the same time its
share is not comparable to that of Tapal or Lipton. Therefore the option for
them to invest further in the business is also limited hence limiting their
growth opportunities.
QUESTION MARKS:
Tetley and Vital, both have the worst cash nightmares because they have the
least market share with demand still existing which could be met. The low
market share is an issue at their end and if they do not work on improving it
they might end up in the dog category in the near future. It is important for
them to further diversify their businesses if they want to sustain themselves
in the current market scenario.
CUSTOMER NEEDS
TARGET MARKET
The broad category of target market for Tapal would be all tea lovers.
However their diversified product line caters to various segments of
consumer who have varied taste preferences.
The most generic product can be the Tapal family mixture and specific would
be “Tapal Tez Dum” which is for the consumers who like strong color and
flavor. Tapal Danedar provides the finest quality and is for the people who
like quality tea.
On the other hand Tapal Green Tea is for the health conscious consumers. So
we can say that Tapal is catering to almost all categories of Tea drinkers.
Their recent addition is Tapal iced tea which has not been very successful
because the consumers have not developed the taste for it.
AIOD FRAMEWORK
y
Energy College Family, Friends, Age 16 onwards Brooke Bond,
going Communit Families Gender: Male & Lipton and
y and Female Tetley, Vital
services, magazin
Eating out es
Socialization Social Magazine Relatives, Age 20 onwards Brooke Bond,
events, s, Fashion, Families, Gender: Male & Lipton and
Parties, Picnic TV Friends, Female Tetley
Club Futuristic
member
s
COMPETITIVE LANDSCAPE
COMPETITION:
LIPTON TEA
Lipton is one of the world's best-known and best-selling brands of both hot
leaf and ready-to-drink tea. It is currently owned by Unilever. Being one of
the world's greatest tea brands, making a big splash in the global beverages
market; it is the epitome of international quality. Lipton Yellow Label's
assurance of quality has helped it become the world's largest selling tea
brand.
Lipton is the global market leader in both leaf and ready-to-drink tea, giving
a global share of all tea-based beverages. In total non-alcoholic beverages,
Lipton is the global number two brand in terms of volume consumed per
annum.
Due to its size, Lipton is also a dominant player in tea expertise in the world.
The company's Lipton Institute of Tea researches tea's various health and
mental benefits, as well as tea growing, processing and tasting.
Apart from black leaf teas (with the long-standing Lipton Yellow Label brand),
the company also markets a large range of other varieties, both in leaf tea as
well as ready-to-drink format. These include green teas, black flavoured teas,
(herbal) infusions, Lipton Linea ('slimming tea') in Europe and Lipton Milk Tea
in various Asian markets. Apart from Lipton Ice Tea, none of their products
are available for retail in the United Kingdom. In a number of markets,
including Japan, Russia and Australia, the company is advertising the
benefits of theanine (which is naturally present in Lipton teas), which is said
to have psychoactive properties.
LIPTON PRODUCTS:
Lipton's main pillar brands are Lipton Yellow Label and Lipton Iced Tea. Lipton
Yellow Label has been sold since 1890 and is sold in 150 countries. Lipton
Iced Tea has been sold since 1972 and is available in more than 60 countries.
Its ready to drink canned and bottled varieties are marketed through two
joint-ventures with Pepsico International. In 2008 the brand launched Lipton
Linea in Western Europe, a green tea variety with a higher level of catechins,
which the company claims can help one to lose weight.
Jar
VITAL TEA:
Vital tea is a key brand of Eastern products Pvt.ltd. The company was
established in 1991 by Haji Mohammad Yasin. It began with a small tea
factory and has developed into a local giant on the bane of a single promise,
which is consistent quality. At the core of the group’s success is the sincerity
and dedication of its team of highly qualified technical, financial and
marketing expert.
Vital Tea is increasingly becoming popular among tea-drinkers in Pakistan
due to its quality and comparatively lower prices. Its product range only
includes black tea.
The mission of the company is to produce the most reliable and valuable
products and services and to build core competency in the blending and
packaging technology. To increase sales in the existing markets, they are
focusing on providing customers with better value and to penetrate new
strategic business areas.
BROOKE BOND SUPREME:
Tea drinking is a social occasion in the context of Pakistani culture,
traditionally enjoyed with family and friends. It is the universal panacea
which relaxes and refreshes at the same time.
The success of Brooke Bond Supreme is based on this very insight, since tea
is a part of the social fabric of Pakistanis. Brooke Bond Supreme was
launched in Pakistan in 1984.
The brand was extremely successful from its very inception due to its
outstanding blend quality. Since then Brooke Bond Supreme has never
looked back and today, is the largest selling tea brand in Pakistan. On
average, 30 million cups of Supreme are consumed daily by people from all
walks of life.
TETLEY TEA:
Tetley, a fully-owned subsidiary of Tata Tea Limited, is the world's second
largest manufacturer and distributor of tea. Owned by India's Tata Group,
Tetley's manufacturing and distribution business is spread across 40
countries and sells over 60 branded tea bags. It is the largest tea company in
the United Kingdom and Canada and the second largest in the United States
by volume.
After Tetley was purchased by the Tata Group in 2000, most of its business in
Asia has been integrated with Tata Tea and the company plans to completely
integrate its worldwide business with Tata Tea by 2006. The new merged
group, Tata Tea Group, is the second largest tea brand in the world after
Unilever.
SWOT ANALYSIS:
Strengths Weaknesses Opportunities Threats
1. Strong 1. 1. Relying 1.Decrease in 1.Competito
brand name excessively imports by rs gaining
2. Strong on Sindh cultivating tea on market
distribution sales their own lands share in
network locally other
2.Neglecting some
3. Extensive provinces
of the brands in the
product line
portfolio; e.g. 2. Marketing
4. Consistent
“Gulbahar Green in rural 2. Due to
quality
Tea”, Jasmine Green areas the black
5. Loyal
Tea, Chenak Dust market,
customer
etc. 3. Overseas smuggled
base in
Growth tea is
Sindh
through available at
6. Pioneers in
increasing cheaper
soft
export of prices
packaging
Tapal in
many
countries
4. Sponsorshi
ps
COMPANY PERFORMANCE:
During the year 2008, Tapal’s market share has increased. The market share
has risen as Tapal has won customers due to its strong taste and aroma
backed by innovative products, for instance, in the same year; Safari was re-
launched with the aim of ‘revolutionizing the taste buds of consumers with a
stronger blend of tea’1. Tapal has engaged in extensive promotion of its
products. Another factor driving sales is relatively less prices.
The increase in market share is evident from its increase in sales. Tapal has
shown an increase of about 29% in sale revenue. This has been primarily
1
Daily News, Tapal tea brand safari launched in Pakistan, Available from www at
<http://www.daily.pk/business/businessnews/3434-tapal-tea-brand-safari-launched-in-
pakistan.html>
brought about by the rise in the sales volume. The gross profits will be
affected by import duties and taxes. The international increase in tea prices
will hit the cost of production. Similarly, the costs will rise due to higher cost
of electricity and fuel. Since Tapal engages in quite a few marketing
campaigns, the operating costs will include a higher outlay for advertising
and promotion. Apart from this, Tapal is continuously innovating so the R&D
expenditure will jack up operating expenses. Further, distribution costs will
be another major expenditure. All this will determine the profits for the year
which may be moderate due to increased sales revenue and might even
show an increase compared to the previous year’s profit.
PRODUCT PERFORMANCE:
The performance of Tapal’s products can be gauged from the fact that they
are independent and established brands bringing in revenues for the
company from their respective target markets. More than the price, the
brands are driven by the quality of tea. Though the prices are comparatively
less, there is no compromise on quality.
After Tapal’s unique Family Mixture became Karachi’s largest selling brand,
the company was encouraged to innovate further. As a result an entirely new
category brand called Danedar was created and launched. Tapal Danedar
became the country’s largest selling tea brand with a loyal following, which
shows that Tapal has been successful in creating a strong Brand Image
amongst its consumers.
Tapal’s Iced Tea was, however, not an instant success. People were not
inclined towards the taste and concept of iced tea. Still the company
continues to invest hope in the product line and has recently introduced an
iced powder tea. As opposed to this, Green Tea has been a massive success
mainly because people are getting health conscious. Perhaps this aspect of a
shift towards a healthier lifestyle is what has driven Tapal to invest more
resources in the Iced Tea segment.
Tapal also ensures that there is greater availability of its products which will
then ensure satisfied customers (due to convenience provided) and smooth
sales. Thus the company caters to its customers by providing Tapal Danedar
and Family Mixtures to more than 140,000 outlets in Pakistan, which include
superstores, department stores, general stores, medical stores, paan walas,
grocery stores, merchants, etc. grocery stores and merchants. Together
these provide 80% volume of the tea sales2.
CORPORATE STRATEGY
Company Introduction
At the time of partition in 1947, Mr. Adam Ali Tapal bought a tea store in Jodia
Bazar from a Hindu who was then migrating to India. At the time of
establishment, Tapal faced furious competition in the industry from Lipton,
Brook Bond, M. Isphany and loose tea available in Jodia Bazar. However Mr.
Adam Ali Tapal stood steadfast against this tough competition and
uncertainty (such as change in government setup, quota system, tea not
grown here, import restrictions etc) in the market because he saw an
opportunity for his company in the market.
The shop in Jodia Bazar existed until the 1970 when the third generation of
the Tapal family, Mr. Aftab Tapal, the current CEO joined the company. After
studying abroad, Aftab Tapal returned to Pakistan to introduce professional
management and unique production ideas to the business. A well trained tea
2
Report on Tapal Tea, Available at <http://doureport.com/index.php?topic=65.msg165>
taster and tea specialist himself, Aftab Tapal introduced new tea concepts
and developed a wide range of tea blends catering specifically to the tastes
of people throughout Pakistan. He believed that they should reach out to the
customers instead of the customers coming to them.
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. He was the first to introduce soft packs in the
country. He developed an entirely new brand and category- Tapal’s Family
Mixture (the mixture of tea & dust). Mr. Aftab Tapal was the first to invent the
highly successful brand Danedar Leaf Blend.
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 ISO-9001: 2000
certification, making it one of the first few companies in the world to achieve
this milestone. In addition to the standard requirements, the ISO-9001: 2000
certification system includes requirements for environment improvement,
concepts of TQM (continuous improvement) with major emphasis on
consumer requirements and satisfaction.
Even today, the company looks out for opportunities prevailing in the
market. Very recently, they decided to diversify into cold beverages and seek
to make this a separate business unit of the company.
VALUES AT TAPAL:
As far as creativity is concerned, Tapal has been able to fulfill its commitment
because of introducing the creative products like Ice Tea and Ice Tea Powder.
By doing so they sure have also diversified into a business that actually
compliments their core business: Tea. Quality wise Tapal’s products have
always excelled within their range of competitors and they have been able to
sustain quite a lot of loyal customers.
A commitment to quality3
"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, 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.
The Management and the employees of Tapal Tea (Pvt.) Ltd. are committed:
3
http://www.scribd.com/word/full/13768143?access_key=key-2lzsu8nbokcw4cp95tzg
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:
Their commitment to quality and leadership skills can hence be judged from
the analysis presented above; Tapal is no doubt a national brand which has
been able to come up to the expectations of not only the consumers but the
management as well.
VISION
ANALYSIS:
The vision of Tapal clearly states its desire and commitment to innovation
and improvement in company practices and also in the way they serve their
customers. The core business of Tapal is manufacturing and selling of tea
products. They want to achieve excellence in all the markets in which their
products are competing. This shows their commitment to their focused
business area in which they want to achieve fineness and excellence.
CONS: The vision of Tapal tea does not state the company’s commitment to
satisfy its consumers through the provision of quality products in the market.
It does not explicitly explain the company’s mission to become the most
popular tea brand in the industry. The vision could also have stated that it is
a truly Pakistani company and thus remains committed to its Pakistani
consumers living in the country and abroad as well.
GROWTH PLANS
From its modest beginning as a family-owned retail outlet in Jodia Bazaar
Karachi, the biggest commodities market in the country, Tapal Tea (Private)
Limited today is the largest wholly-owned Pakistani tea packaging and
marketing company.
PHENOMENAL GROWTH
Tapal tea company has enjoyed a phenomenal growth rate particularly
during the last decade to expand its base in the branded market which for
long were dominated by multinational competitors. Tapal today enjoys over
17 per cent or 22 million kilogram share of the total tea market annually up
from 10 million kilogram in 1990. Tapal's envious growth has come at the
expense of its multinational competitors, Brooke Bond and Lipton brands,
whose combined market share has shrunk from 60 million kg to 45 million kg
during the same period according to the General Manager Finance and
Corporate Services of Tapal Y.H. Thara told PAGE.
Tapal Tea looks forward to even greater progress and innovation in the years
to come. It will remain committed to providing its consumers with the
highest quality products and improving their lives in whatever little way
possible.
INCREASE IN PRODUCT LINE:
Tapal has always been keen on introducing new products (tea) in the market.
The wide variety of teas available under the umbrella of Tapal are a sure proof
of this. Recently Tapal Iced tea in Lemon & lime and peach flavour was
introduced in the market.
As the product line of Tapal is wider than any of its competitors; Lipton, Brooke
Bond Tetley and Vital tea; Tapal should be able to keep up with this pace of
innovation in order to stay ahead of competition in the industry.
The financial plans for Tapal for the net three quarters of the year 2009 as
forecasted by the group are given below:
Sales by Tapal in The market shares for both Unilever and Tapal are available for
2007 2007 while the actual sales for Unilever are obtained from its
financial statements of 2008. Sales for Tapal and Unilever are
assumed to be in the same proportion as their market shares;
sales for Tapal in 2007 have been derived by using the market
shares of the two companies and the stated sales figure for
Unilever.
Sales by Tapal in Since the performance of Tapal has picked up, its market share
2008 for 2008 has risen by 2 percent. Contrary to this, the share of
Unilever has decreased.
The base for quarterly sales is derived from the sales estimated
and calculated for the four quarters of the year 2008. Due to
fluctuations in seasonal demand, it is deduced that the share of
sales in the first quarter of year 2008 is 27% while in the second
quarter this share is estimated to fall to 25% with the arrival of
summers. However, as Tapal has iced tea brands, the share does
not fall significantly. During the third quarter, the share of sales
is. It is assumed that the same share of 27% will continue in the
last quarter as the consumption of tea increases during winters.
It has been borne in mind that the habitual trend in sales will
continue because there are loyal customers of Tapal who
consume tea regardless of the seasonal change.
ASSUMPTIONS
The above financial plans ave been formulated keeping in mind some assumptions
which are h=given as below:
4
A. M. Syed, Tapal Holds Strong Market Position, Available from world wide web at
<http://www.pakistaneconomist.com/issue2000/issue46/i&e1.htm>
UNIQUE SELLING PROPOSITION
The main reason behind tapal’s success is that it has localized its taste. It
manufactures its product according to the taste and requirements of the
market it is catering.
These activities not only reinforce Tapal as a national company but also
assist all its other brands in having their desired impact wherever required.
These activities are customized according the brand requirements to achieve
maximum results. Not only this, these activities also provide the consumer
with a 360-degree product experience, which not only helps in educating the
consumer but also engages them to the brand. These activities cover
Outdoor Billboards, Event Marketing, Road Shows i.e. floats, mobile kitchens
etc, Rural Development Programs, Weekly Bazaars, and Merchandizing of the
products.
PRODUCT:
Tapal has introduced new tea concepts and developed under its product
range, a wide range of tea blends catering specifically to the tastes of people
throughout
Pakistan. Today Tapal has become the largest, 100% Pakistani owned Tea
Company in
the country. The saga of Tapal tea started with its formulation of a unique tea
blend, which was later named Tapal family mixture, that led to the brand
name of Tapal tea becoming a hot favorite, and eventually the largest selling
tea brand in Pakistan.
The current product line of Tapal consists of the following brands:
TAPAL DANEDAR:
As evident by its name the blend consists of well made premium quality
Kenyan BP1s (granules). Each component of Danedar blend is carefully
selected to provide a lovely looking leaf appearance that is neat, black,
grainy and fairly even.
TAPAL MEZBAN:
Tapal Mezban Dust has an attractive neat, black and grainy appearance. It is
the finest quality dust blend which is carefully selected for its quick liquoring
characteristics.
Only high grown Kenyan teas are used for this blend due to their high
concentration of flavour and strength. Mezban Dust has a smooth, thick and
full cup with an irresistible aroma making it a perfect cup at any time of the
day.
A small quantity of Mezban Dust makes several cups of tea, which makes it
both suitable for domestic use but even more for the hot tea shop consumers
who prefer a quick and strong cup of tea.
TEZDUM:
Tapal Tezdum with the fine looking leaf appearance is specially designed for
those consumers who like strong and aromatic and full of flavour cups.
A superior blend of high liquoring premium quality Pekoe Fanning Tea that
produces quick liquoring, thick and coloury cups.
GULBAHAR TEA
Tapal Gulbahar, the Chinese premium quality Green Tea blend is the favorite
green tea among all age group. Due to its numerous health benefits,
Gulbahar has become the best selling Green Tea brand in Pakistan. Tapal
Gulbahar is also the first choice for the popular Kashmiri Tea consumers.
TAPAL SPECIAL TEABAGS
The unique flavor 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.
TAPAL SAFARI
Tapal Safari is a tea which has been serving its consumers for almost a
decade. It is made from the finest Kenya leaf teas and provides extra
cuppage of great tasting tea to its consumers. Tapal Safari chai is basically
aimed at adventurous and brave people.
TAPAL ICED TEA:
The super market culture has changed consumer purchase habits and the
youth today has ample choices in front of them, even when compared to 5
years ago. Increasingly they are becoming a huge market on their own.
Tapal wants to increasingly cater to the youth market and has done so with
the launch of Tapal Ice Tea. With Tapal ice tea, Tapal has literally set a new
precedent in the market. Tapal Ice Tea is not a new product but it is a first of
its kind in Pakistan.
Tapal ice tea is made for today's generation which loves to enjoy their life at
its fullest and chill out. Thirst-quenching and delicious, Ice Tea is pure and
satisfying. Made from real tea, it combines the goodness of tea antioxidants
with no preservatives, no artificial colors and only a small percentage of
sugar which is less than most regular soft drinks. Thus tapal Ice tea is a
refreshing addition to TAPAL’s popular product line of traditional teas.
PRICE:
PRICING STRUCTURE:
The pricing structure for Tapal products as quoted by local general stores is
given below:
PACKAGE SIZE PRICE (RS.)
PROMOTIONS
Tapal has been very active in advertising for each of its products in the
product-line. It has been using both BTL(Below the line) and ATL(Above the
line) for the purpose of promotion. Through BTL Tapal is focusing on display
racks, sign boards etc. mainly placed to different retailers for heavy
promotion against their competitors. The specific term used by TAPAL is
the MODERN TRADE 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 METRO and MAKRO. Through ATL Tapal is focusing on broadcast and print
media promotion by placing ads on T.V and placing newspapers ads as well.
The success of Tapal’s promotion can be gauged by the fact that red which
was originally associated with Brooke Bond is now associated with Tapal.
Through their packaging and promotion they have simply taken the color
from Brooke Bond.
PLACEMENT:
CHANNELS OF DISTRIBUTION
The channel of distributions according to this brand Tapal Danedar is simply
as shown by the diagram as manufacturer to distributors who vary according
to geographical dispersion and then to retailer to final consumer. Tapal has a
great channel of distribution not only to this brand but also all other brands
that vary geographically according to consumer needs.
TAPAL has 5 main warehouses in Pakistan which are located in the following
cities.
Karachi
Hyderabad
Sukkur
Multan
Raiwind
From these warehouses the product move to the distributors as only in north
they have 207 distribution channels. And from these distributors the product
move to the next, which is retailer and then to the consumer. This is also one
of their strengths that they have a strong distribution channels. Tapal has a
countrywide sales & distribution network; the company has over 400
distributors from Karachi to Khyber operating nationwide.
In the beginning the company sole aim was to capture the tea market of
Karachi, as they were already in tea business here, only and then
strategically build there network to other cities of Pakistan. Tapal caters to its
customers by providing Tapal Danedar and Family Mixtures to more than
140,000 outlets in Pakistan, which include superstores, department stores,
general stores, medical stores, paan walas, grocery stores, merchants, etc.
Grocery stores and merchants together provide 80 percent; volume of the
tea sales.
PRODUCT ROADMAPS & RELEASES
SALES SCHEDULES
The sales for the next three quarters of 2009 have already been discussed in
the product strategy section. The sales schedules for Tapal have been
forecasted to be as follows:
SALES FOR TAPAL DURING 2007-2009
http://www.scribd.com/doc/49295/smallholder-tea