Submitted by:Ghulam Ali

M.Saleem
Sami ullah
M.shahzad

MBA - FAO4 - 018

MBA - FA04 - 056
MBE - FA04 - 016
MBE - FA04- 011

Submitted to.

Sir Babir Tanvir Soharwardi

In the name of Allah,

Who is most beneficent,
& most gracious.

By time, man is in loss

Expect those who believe

And do good works
And exhaust on each other
To truth and patience.
(Al-Asr)

Acknowledgement

All glory and honor is for Allah, the Supreme Being

who bestowed profound perseverance and ability on
us to accomplish this work.

We express our profound and cordial gratitude to

offer thanks to our learned, kind and experienced
teacher, Sir Baber Tanvir Soharwardi, for his
valuable guidance, constructive comments and
continuous encouragement through out the research.

INTRODUCTION OF TEA

Discovery of tea
In 2727 B.C Chinese Emperor Shen-Nung 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 Thailand and Burma have used it for as long as the Chinese have. The China tea
plant was taken to Japan in about AD 800, where it was regarded as a medicine for
several hundred years, until green tea was developed to become a popular beverage. Tea
was introduced into England, as a gift from the British East India Company, in about AD
1660 and to rest to Europe soon thereafter.
By the end of the 19th century, China still supplied the bulk of the worlds tea. In
1886 it exported 136 million kg, of which 77 million kg went to Britain; while India
produced 40 million kg. But within a few years India moved ahead of China in world
trade. Ceylon (Shri Lanka) emerged as a tea producer in 1867 and Java (now part of
Indonesia) in 1878.
Today traditional tea growing countries of China India, Indonesia, Sri Lanka and
Japan have been joined by many others in South America (Argentina, Brazil, Peru,
Ecuador) and Africa (Kenya, Uganda, Tanzania, Malawi, Rwanda, and Mozambique).

Tea trivia
THE-TEA-BAG
Another exciting tea innovation occurred in 1908 when a tea merchant began
shipping tea to New York restaurants as individual-serving portions in small bags. The
restaurants began infusing the tea in cups of hot water without removing it from the bags,
and the modern teabags was born.
FIRST-TEA-SALE
Thomas Garway of Garways Coffee House, Exchange Alley, Cornhill, London,
was one of the first to buy and sell tea and he was quick to see the advantage of the new
beverage. His first public sale of tea was held in 1657.
Three generations of innovation and growth
The journey of Tapal's remarkable success is the combined efforts of three
dynamic generations of the Tapal Family. In 1947, Tapal started out as a family concern
under the personal supervision of its founder, Adam Ali Tapal.
Against tough competition Adam Ali's unique blend, later named Family Mixture,
became a hot favorite and eventually the largest selling brand in the unorganized tea
market. From this auspicious beginning, Tapal moved from success to success
introducing tea brands to suit every taste and pocket, sold from its retail outlet in Jodia
Bazar, Karachi. The quality of Tapal teas soon became legendary and people from all
parts of Karachi started lining up at the outlet to purchase tea. For their convenience, tea
distribution was initiated to retail outlets around the city. The company continued to grow
under the management of the founder's son, Faizullah A. Tapal.
Today Tapal Tea is managed by the founder's grandson, Aftab F. Tapal. After
studying abroad, Aftab Tapal returned to Pakistan to introduce professional management
and unique production ideas to the business. A well trained tea taster and tea connoisseur

himself, Aftab Tapal introduced new tea concepts and developed a wide range of tea
blends catering specifically to the tastes of people throughout Pakistan. His progressive
outlook resulted in giving further strength to the foundation of quality laid by his family.

Making a modest beginning over half a century back , today Tapal has become the
largest, 100% Pakistani owned tea company in the country. It has modern tea blending
and packaging factories, warehouses equipped with state-of-the-art equipment and a team
of highly dynamic professionals headed by Aftab Tapal himself.
A saga of success
Tapal's success has astounded many. However no magic formula lies behind its
growth other than hard work, dedication and of course unique tea blends. As a result,
Tapal has won the hearts of countless tea drinkers across the country.
Tapal's deep rooted culture and core values differentiate it from its competitors. It
is built on sound principles and practices; not dominated by a group of individuals. Their
greatest assets are its people; and the consistency of principle and policy give the
direction.
A commitment to quality to create loyalty in consumers
"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. All these quality standards made a change in the consumer behavior toward
TAPAL Danedar.

Tapal's quality policy to attract consumer

The Management and the employees of Tapal Tea (Pvt.) Ltd. are committed:
To produce products that meet the consumer's requirements & expectations.
To fulfil 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.
Leaders in innovation on the basis of Behavioral sciences
Always on the move, Tapal Tea is honored to have taken the lead in a number of
areas in the tea industry. Tapal has been:
The first to introduce soft packs in the country.
The first tea company to introduce metal-free tea bags.
The first to develop an entirely new blend and category-Tapal Family Mixture (the
mixture of leaf & dust).
The first to invent the highly successful brand Danedar Leaf Blend.
The first to market Kenya teas in Pakistan.
The first tea company to be awarded the ISO 9001/2000 Quality Certification
To provide better quality of tea to its consumer TAPAL takes a step towards
backward integration Tapal has begun tea plantation at Shinkiari in the northern region of
Pakistan. This project aims at providing jobs, saving the country's valuable foreign
exchange and is a significant step towards self-sufficiency. Tapal is also the 1st national
tea company to export tea to the UAE, Canada and USA. This is again a pioneering step
7

towards increasing value-added exports and is also a fast developing source of foreign
exchange for the country.

Steps taken to capture the target customers

1. Packaging: pioneers of soft packaging
Technology is also harnessed at Tapal to benefit the consumer. From the very
beginning, Tapal realized the importance of importing innovative technologies such as
the soft packing process. A fully automatic facility was established where soft packs were
produced for the first time in Pakistan. At this facility tea is blended and packed in
hygienic conditions, untouched by human hands whilst the soft packing technology keeps
tea fresh and packaging costs economical. The success of these soft packs has been such
that other tea companies have also followed Tapal's lead and launched some of their
brands in soft packaging.
2. Research & developmentan on going process
Tea blending and tasting is both an art and a science and Tapal prides itself on
having mastered both the aspects. Tapal has adroitly judged the olfactory senses and
keenness of the taste buds of their patrons, resulting in the creation of various wellknown brands. Aftab F. Tapal is a well-trained and highly experienced tea taster of the
country and is recognized as a qualified tea specialist worldwide. Tapal's tea managers
have been trained at home and abroad in this very rigorous and specialized discipline, and
have frequently traveled to leading tea-producing countries searching for better teas.
Tapal is a research-oriented company. It subscribes to and conducts various
researches in the area of retail audits, consumer behavior, media planning and product
development. This research is used for continuous improvement in product quality, brand
positioning and communication according to the changing requirements of the
consumers. Consistency and quality are the two keystones of Tapal's production policy,
and the Quality Control Department at Tapal ensures that flavor and freshness is never

compromised. That's why all the brands, whether Danedar, Tapal Special or Tapal Family
Mixture, always taste exactly as expected; retaining aroma and freshness till the last sip.

3. Power of brands
After Tapal's unique Family Mixture became Karachi's largest selling brand, the company
was encouraged to innovate further. As a result, in 1987, 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.
Tapal's experienced "high voltage" 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 TV and film celebrities,
have made Tapal a household name. Tapal is considered to be among Pakistani women's
most preferred tea brand. The highly successful mix of great teas, modern marketing,
proper distribution and promotional activities has resulted in overwhelming growth for
Tapal over the last 50 years.
4. Tapal and the world of music
With the view that the younger generation will be Tapal's future customers, Tapal
is actively supporting the fast developing music industry in Pakistan. It has sponsored the
leading singers in Pakistan and actively participates in music concerts.
5. Tapal rural marketing
Tapal has endeavored to make its marketing activities as attractive and interactive
as possible, forging a direct link with the consumers. The recently introduced Tapal Road
Show has given rural marketing a whole new feel. Tapal has a huge fleet of beautifully
decorated trucks conducting the road shows. These trucks are fabricated with a kitchen, a
state of the art sound system and a side door which converts into a stage. Vans are used
for conducting merchandising activities and POS splash. Mobile Video Units are used for
projecting promotional and entertainment films. Tapal's philosophy has always been "be

as unique and innovative as possible in what ever we do"...and this is just one of the
many examples.
6. Strong distribution network
Tapal has a distribution network spread across Pakistan, from Karachi to Khyber
with over 400 distributors. Extensive training programs are provided for the devoted sales
personnel. The popularity of its fine brands is unabated, making it the No 1 national tea
company in Pakistan
7. Tapal and community services
Over the years Tapal has not only provided quality products but has also fulfilled its
social responsibility of being good corporate citizens by actively participating in
community service activities. The company has continuously sponsor the arts, social
welfare projects and sports with in Pakistan. Tapal cricket club started in the 1988 has
become a one of the most popular and reputable sports club in Karachi has many
cricketers and professionals as its members. Tapal has also sponsored fund raising events
for the Pakistan medical association such as marathons, walks etc. As a part of the rural
marketing program Tapal conduct various welfare activities in towns on an ongoing basis
such as providing fans furniture for schools installations of litterbins for a cleaner
environment and providing street lights to the Municipal committees of small towns
where such infrastructure is not available. Tapal has providing support to community at
the time of crises due to the natural calamity such as drought that hit Thar in the year
2000 during which the company distributed free tea for the effected people. Tapal has
also recently completed the restoration of the 100 years old Jampur gate in the town of
Jampur in Punjab. This project is a symbol of Tapal active participation in the countries
development and preservation of its rich cultural heritage. This spirit is also evident on
National days such as 14 august and 6 September when Tapal celebrate with the nation by
taking out cavalcade.

Human resource management

10

Tapal's management philosophy is based on the traditional values of the Tapal family;
values that were based on good business sense such as establishing a tea-shop in the business area
of Jodia Bazaar. This mix of tradition and innovation has become the hallmark of the winning

Tapal

strategy.

The company is managed by a dedicated team of highly qualified and experienced professionals

with diverse experience. Some of the key features of the management philosophy are:
Accessibility-Open Door Policy
On-Going Training & Development
Discipline & Respect at every level
Participative Management Style
Performance Appraisal System
Excellent Employee Compensation

A vision for the future:A company that has grown with the country, Tapal Tea looks forward to even
greater progress and innovation in the years to come. It remains committed to providing
the people of Pakistan with only the highest quality products and improving their lives in
whatever little way possible.

Mission Statement:We at Tapal are committed to create powerful brands for our diverse consumer base

Segmentation:
Tapal segmentation is depending up mainly on demographically specially house wives.

Positioning of Brand with respect to Competitors in consumer mind:

TAPAL is a strong brand and have strong position with respect to its competitors.
The positioning is depends upon the impact of the product in the mind if people about the
competitors and brand differentiation and brand priority so that TPAL also position on
these basis. TAPAL Danedar position itself as a high quality tea and premium prices in a
new innovative shape danedar. Also differentiate itself with his competitors in price,
designing, taste, packaging and weight of product.
Target Market
11

Targeting is depending upon the segmentation. Tapals segment is focusing on

demographically and specially targeted the housewives, old people but know youngsters
because Tapal believe they are their future customers, small packets for price conscious
people, Tapal is target different class and individual depending on their taste and
requirements . So that TAPAL successfully serve these people and fulfill their need of tea
by providing a line of products.

Target Customers and Tapal Brands.

Tapal Family Mixture

Target market specially manufactured and target as a family brand

A unique combination of high-grown Kenya leaf and dust tea, Tapal Family Mixture is
Pride of Tapal. Developed in 1947, it created a completely new category in the tea
market. It gives a refreshing aroma of leaf and the strong taste of dust- together in one
cup. It is the blend that started the Tapal success story and many other companies
followed Tapal in introducing similar blends. This brand is specially manufactured as a
family brand.

Tapal Danedar:

Target market. young housewives that want to win the heart of their
husbands, consumers with rich golden color and
refreshing
Taste.

12

Tapal

Price (Rs)
14

Quantity (gram)

50

26

100

52

200

Pioneer of the Danedar category in Pakistan, Tapal Danedar remains a favorite around the
country with its grape-nutty appearance, rich golden color and strong refreshing taste. In
fact its popularity is such that other companies have launched their own versions of this
blend, but Tapal's remains the original and ultimate Danedar because of its unique color,
aroma and taste. Also available in double chamber tea bags, today Tapal Danedar enjoys
the position of the "No.1 Tea Brand" in Pakistan.

Tapal Safari Chai:

Target market.. Adventurous people

13

Tapal Safari is made from the finest Kenya leaf teas and provides extra cup page of great
tasting tea to the consumer. Tapal Safari chai, with a safari theme, is aimed at
adventurous people

SAFRI

Price (Rs)

Quantity (gram)

40

10
25

100

48

200

Tapal Taez Dum

Target market Consumers with extra strong taste.

The latest addition to Tapal's successful brands is Tezdum tea. The biggest attribute of
Tapal Tezdum is its extra strong taste, which is making it popular amongst the people
who like their tea strong. Tapal Tezdum is the first tea brand in Pakistan to be introduced
in attractive silver-foil, moisture-proof sachets. They maintain the freshness, aroma and
taste of the tea and the consumer gets the product in the best condition possible.

Tezdum:Price (Rs)
10
100

Quantity (gram)

45
500

14

190

1000

Chenuk Dust:-

Target market especially for Sindh, consumers with extra strong flavor, color and
taste
Highly popular in Sindh, Chenuk is known for its extra strong flavor, color and taste. As a
result of these features and high quality of tea it is No.1 in its category.

Chenuk

Price (Rs)
14

Quantity (gram)

55

28

100

56

200

Tapal Jasmine Green Tea:-

15

Target market consumers of light taste and soothing aroma

Tapal Jasmine Green Tea is the most recent addition to Tapal Brands. Tapal Jasmine
Green Tea is blended to perfection using the finest tea leaves and specially selected
Jasmine to give a refreshing experience of light taste and soothing aroma. It is available
in metal-free tea bags specially enveloped for extra freshness.

Mezban Premier Dust:

Target market:-

Especially target at Sindh consumers, for price conscious consumers, also developed for
hot tea shops
A full-flavored dust that delivers high quality at a very economical price, Mezban
Premier Dust is the blend for consumers who prefer tea with a strong flavor & taste.
Originally developed for hot tea shops, Mezban has become a favorite amongst
household consumers as well. It is the most popular brand of tea in Sindh. The name of
the brand itself is a characterization of the typical hospitality that is inherent to and a
matter of pride for the people of Sindh.

Tapal Special Round Tea Bags:-

Target marketsegmented for offices and working places consumers.

16

Tapal earned a unique distinction in 2003 as it became the first tea company to introduce
hassle-free, extra strong round teabags in Pakistan. With no strings attached, these
teabags are easy to use and their shape guarantees an ideal infusion of taste and aroma for
a refreshing, strong cup of tea. This product is specially segmented for offices and
working places.

Place:Tapal has a distribution network spread across Pakistan, from Karachi to Khyber with
over 400 distributors. Extensive training programs are provided for the devoted
sales personnel. The popularity of its fine brands is unabated, making it the No 1
national tea company in Pakistan
Tapal Brands are easily available at every big departmental stores or small stores even the
small khokhas whether in big cities or small towns.
From whole sellers Tapal make their branded tea available to their retailers.

Marketing Of Tapal ( Promotion ).

With the view that the younger generation will be Tapal's future customers, Tapal is
actively supporting the fast developing music industry in Pakistan. It has sponsored the
leading singers in Pakistan and actively participates in music concerts.
Tapal has endeavored to make its marketing activities as attractive and interactive as
possible, forging a direct link with the consumers. The recently introduced Tapal Road
Show has given rural marketing a whole new feel. Tapal has a huge fleet of beautifully
decorated trucks conducting the road shows. These trucks are fabricated with a kitchen, a
state of the art sound system and a side door which converts into a stage. Vans are used
for conducting merchandising activities and POS splash. Mobile Video Units are used
for projecting promotional and entertainment films. Tapal's philosophy has always
been "be as unique and innovative as possible in what ever we do"...and this is just one of
the many examples.

Work of Tapal with respect to IMC on consumer Behavior.

1. Media Advertising
TAPAL Danedar do more emphasis on media advertisement. Unique point of their
advertisement is that all T.V stars play their roles as a family or group members not in a
specific symbol of a star. TAPAL also gives its advertisement on Radio and other
magazines and newspapers.

2. Direct Response Advertising.

17

TAPAL has developed its website for better interaction with its customers. They collect
their customers responses, feedbacks for its brand and provide information about its
brand.

3. Outdoor
TAPAL uses billboards on different areas of city roads and highways. They are also using
posters for retailer shops for better advertisement.

4. Trade promotions (trade deals, display allowances, incentives)

TAPAL spends more on promotional activities. TAPAL gives incentives to wholesalers
and retailers and as well as final customer. TAPAL offers different coupon schemes for
retailer and whole sellers.

5. Consumer Promotions
TAPAL gives discount offers in for general consumer in month of Holy Ramzan and also
Rapper scheme every year.

6. Event marketing and sponsorship

TAPAL sponsored different events in Pakistan to promote its brand. For example fairs,
exhibitions, special occasions and other events.

7. Public relation campaign

TAPAL also spending for better public relation. And for this they made Citizen
Foundation which has schools hospitals etc.

8. Personal selling
TAPAL managed teams to sell its products in rural areas at the half of price for trail basis.
They also established stalls in the market on specific occasions to sell its products.

Tapal and Community Services (CRM):Over the years Tapal has not only provided quality products, but has also fulfilled its
social responsibility of being a good corporate citizen by actively participating in
community service activities. The company has continuously sponsored the arts, social
welfare projects and sports within Pakistan.

18

The Tapal Cricket Club, started in 1988 has become one of the most popular and
reputable sports clubs in Karachi and has many cricketers and professionals as its
members. Tapal has also sponsored fund-raising events for the Pakistan Medical
Association such as marathons, walks etc.
As part of its rural marketing program, Tapal conducts various welfare activities in towns
on an on-going basis such as providing fans and furniture for schools, installation of
litterbins for a cleaner environment and providing street lights to municipal committees
of small towns where such infrastructure is not available. Tapal has provided support to
communities at the time of crisis due to natural calamity such as the drought that hit Thar
in the year 2000 during which the company distributed free tea to the affected people.
Tapal has also recently completed the restoration of the 100 year old Jampur Gate in the
town of Jampur in Punjab. This project is a symbol of Tapal's active participation in the
country's development and preservation of its rich cultural heritage. This spirit is also
evident on national days such as 14th August and 6th September when Tapal celebrates
with the nation by taking out a cavalcade.

Market & Share:Tapal market share is 35million kg out of 140 million kg of the country requirement
Putting the per capita tea consumption in Pakistan at about one kilogram, approximately
140 million kg of tea is marketed annually in the country of which 110 m kg is met by the
imports while the rest of the 30 million kg demand is fed by the smuggled counter part.
Of the 110 million kg regular imports, 70 million kg is branded while the loose
market makes up the rest of the 40 million kg. Tapal enjoy the biggest
share of the branded market 35 million kg leaving the remaining 75
million kg for its rival Unilever and a number of other smaller
companies

Phenomenal growth:The company has enjoyed a phenomenal growth 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
50 per cent or 35 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

Major Competitors Of Tapal Tea:Supreme Tea

19

Lipton Tea

Price Comparisons of Tapal With Competitors:-

BRAND
Lipton
Supreme

Tapal

55g
14
14/60g
14

100g
30
31/125g
26

200g
60
62/250g
52

Tapals impacts on the role of Consumer buying behavior

TAPAL play a great role on the consumer buying behavior in situation of
Initiator
TAPAL shows such type of advertisement in which a message is delivered first time in
the tea market aik bar pee ker tu daikhhain asked by T.V star Arifa Siddiqui.
Influencer
Tapal also use T.V stars to influence the consumer by using the celebrities like Arifa
Siddiqui, Mustafa Qurashi, Kuddo, Moin Akhtar, Humayun Saeed.
Decider
For the impact on decider TAPAL provide door-to-door service and give TAPAL packs in
half price for the trail of the people. Tapal also use the quality and price relative to their
competitors to guide the decider by convincing them by provide them a superior
customer value.
Table of quantity and the prices of Tapal and competitors
Buyer
By the buyer perspective, TAPAL offer Ramzan incentive, empty Rapper incentives, and
less prices and high quality against the other market products.
User:
20

TAPAL provides the products that contain aroma of the leaf and taste of dust for their
users. These both combine things did not offer by other company.

Models for the consumer behaviors (TAPAL):We are discussing this model according to our subject TAPAL. In this model are
discussed many attributes like,

Market stimuli

Other stimuli

Source of Tapal Brand Equity:Brand equity is willingness for someone to continue to purchase your brand about
my product of Tapal Danedar. We discuss how our products attained the sources of brand
Equity.
Authenticity
Tapal is providing best quality of tea. Due to this reason a company which
arouses from a small shop in1947 is now a big competitor of Unilever.
Consistency
Tapal Always provide best quality of tea in the market with the strong
distribution channels. They did not give any chance to his competitor to
over come them by lack of supply.
Reassurance
Tapal always created a true faith among their customers with the price
high or low, quality and different line products.
Differentiation
Differentiated point of Tapal that created in 1988 a Danedar blend Which
differentiates the Tapal from other market products. That was a new name
in market which attracts the people and makes an excellent image in the
mind of customer. Today Tapal danedar enjoy the position of number one
tea brand in Pakistan.
21

 Transformation of ExperienceTapal always keeps its prices low than competitors. Tapal always give
special discount offer in month of Ramzan. Prices of Tapal tea are
dependent on the international tea market prices. Whenever internationally
tea prices decreased, Tapal also decreased its prices. While Unilever never
did so
Levels of Brand Awareness and Image
Brand Awareness
Brand awareness is related to strength of brand node or trace in memory, as reflected
by consumer ability to identify the brand under different conditions. It is necessary
but not always sufficient in building brand equity.
Consequences of Awareness:
Learning:

Tapal created his node as danedar in the mind of consumer that other company

could not create.

Consideration:

A second suggestion for the consumer about the thinking of brand. A schey

Trail pack, door to door services with the half price from the market and float market
programs.
Choice: Choice

advantage depends upon on two things.

Purchase Motivation
Purchase ability

In the motivation field we persuade or give an emotional touch with the consumers on the
other hand purchase ability of Tapal dander emphases on the peoples who have lack of
knowledge about the product that was created by free trial as float companies
How to build brand awareness?
Tapal danedar created his awareness by providing high quality and through
advertising media. In media Tapal uses the words AIK BAR PI KAR TO DEKHO

22

these words asked by a famous TV star ARIFA SADDIQUE that is newly and unique
in media advertisement.
Brand Image
Brand image is created in the mind of consumers by a specific quality, slogan or
brand name so that Tapal created high image by different creation like
Tapal danedar is the first name which use by a tea company DANEDAR is totally
different name in this field
A slogan that was used by Tapal is tapal, tapal mani danedar chey that become
the word of mouth of the people.
Tapal first time use the word Kenya k baghaat sey lai gay chaey
Tapal also introduce a different name Tapal family mixture chaey

How can be these levels attained (Building a strong brand)

By building a strong brand these levels can attained by four steps

Identification
Tapal danedar attained this level by recognition of new name DANEDAR that is
recognized by first time in tea market

Brand meaning
Tapal created his meaning by a family tea. That associated its by low price and high
quality tea quality tea

Customer responses
Customers response about the TAPAL is repeated purchases. so that feelings of
people about TAPAL become strong and strong with his usage

Loyalty relationship
Tapal created a strong relationship with the customers. So that TAPAL become
strongest brand of 2006.
Positioning of Brand with respect to Competitor

23

TAPAL is a strong brand and have strong position with respect to its competitor.
The positioning is depends upon the impact of the product in the mind if people about the
competitors and brand differentiation and brand priority so that TPAL also position on
these basis. TAPAL position as a high quality tea and premium prices in a new innovative
shape danedar Also differentiate himself with his competitors in price, designing, taste,
packaging and weight of product.
Target Market
Targeting is depending upon the segmentation. Tapals segment is focusing on
demographically and specially targeted the housewives and old people. So that TAPAL
successfully serve these people and fulfill their need of tea.
Points of parity
Point of parity depends upon the unique and sheared values associations that are
same with the competitors. Same like other tea companies; TAPAL also offer tea and
good taste to fulfill need of tea in people.
Points of differences
Point of differences is strong favorable unique brand association. And these
attributes or benefits that a consumer strongly associate with the brand that can not find
in the competitors brand. Tapals POD depends upon the shape, design, price and taste of
the tea. While competitor does not offer these attributes at the same time in its products.
TAPAL is providing its product in soft packaging. They introduce this packaging
first time in tea.
Teas give aroma of fresh tea leaf and give feelings of freshness of tea and taste of
dust.
Shape of tea is unique they give Danedar shape to tea.
Area of improvement in positioning (suggestions)

TAPAL has strong image in Pakistan and competing well its competitors
here. Its big competitor is Unilever. Total Sales of Unilever of its all (100)
brands is 23-24 billion in Pakistan while TAPAL has sales of 6 billion in
only its tea brand. It means that TAPAL is in much better position in tea
brand than its competitor. So TAPAL has greater chance to overcome
Unilever in international market. So TAPAL should expand its business in

24

other countries to compete its competitor and to earn more profitable and
international strong brand.

Unilever spending more on advertisement for better comparison with

TAPAL. This can be a negative point for TAPAL in future. To overcome
this future problem TAPAL should spend more on creating awareness in
people by doing more advertisement on different media.

Promotion
Communication Vehicles

9. Media Advertising
TAPAL more emphasis on media advertisement. Unique point of their
advertisement is that all T.V stars play their roles as a family or group
members not in a specific symbol of a star. TAPAL also gives its
advertisement on Radio and other magazines and newspapers

10. Direct Response Advertising.

TAPAL has developed its website for better interaction with its customers.
They collect their customers responses, feedbacks for its brand and
provide information about its brand.

11. Outdoor
TAPAL uses billboards on different areas of city roads and highways.
They are also using posters for retailer shops for better advertisement.

12. Trade promotions (trade deals, display allowances, incentives)

TAPAL spends more on promotional activities. TAPAL gives incentives to
wholesalers and retailers and as well as final customer. TAPAL offers
different coupon schemes for retailer and whole sellers.

13. Consumer Promotions

TAPAL gives discount offers in for general consumer in month of Holy
Ramzan and also Rapper scheme every year.

14. Event marketing and sponsorship

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TAPAL sponsored different events in Pakistan to promote its brand. For

example fairs, exhibitions, special occasions and other events.

15. Public relation campaign

TAPAL also spending for better public relation. And for this they made
Citizen Foundation which have schools hospitals etc.

16. Personal selling

TAPAL managed teams to sell its products in rural areas at the half of
price for trail basis. They also established stalls in the market on specific
occasions to sell its products.

Tapals impact on Buyer Characterists

Culture
TAPAL emphasizes on cultural values in developing and executing the promotional
activities of their products. Tapal use the younger house wives they were attempting
to win the heart of their husbands and become the important member of the families.
Tapal uses famous celebrities like Moin Akhtar . arfa siddique , jamil fakhri in the
local settings that represent the true cultural values and norms . it helps to influence
the consumer and their preference and perception .

Subculture
Tapal introduce the chenak like products to target the subcultures. For example,
chenak to focus the subculture like in only for sindh consumers

Social class
Tapal introduce all the products that target different classes of the country, like Tapal
Danedar that focus upper and professional class. Round Tea bags for consumers that
work in offices, Mezban for lower and price sensitive consumers

Reference Group
Tapal different reference group to influence the consumers choices, preference,
perception like,
Jamil Fakhri
Arfa Siddique
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 Moin Akhtar
Irfan khoosat
Humayun Saeed

Family
Tapal initially launched product TAPAL FAMILY MIXTURE TEA for family,
CHENAK in the Sindh families. TAPAL FAMILY MIXTURE TEA is the largest
selling brand in the Karachi

Roles and Status

Tapal uses dominant roles of the society that have great impact on the individual like
mothers, wives, husbands.

Psychological(Motives)
Tapal introduce different products that contain attributes and benefits like danedar,
rich golden color, taste, aroma and value product that psychological influence the
consumers.

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