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Saadia Ashraf

Hina Pervez

Agha Zohaib
 Introduction To Tapal
 Brands From The House Of Tapal
 Our Chosen Brand
 Customer Analysis
 Competitor Analysis
 STP
 Marketing Mix
 Re-positioning
Company
 Tapal started out as a family concern under the
personal supervision of its founder, Adam Ali
Tapal.
 Today Tapal Tea is managed by the founder's
grandson, Aftab F. Tapal
 Tapal’s deep rooted culture and core values
differentiate it from its competitors
 "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
 Strong Distribution Network
 Research Development
 Human Resource Managment
From The House Of Tapal

Danedar Leaf Blend Family Mixture Safari Kenya Leaf Mezban Super Dust

Chenak Kenya Dust Special Teabags Jasmine Green Tea Gulbahar Green Tea

Special Round Teabags Tezdum Ice Tea


 Mezban was launched in the
90s as one of the premier
‘Dust Tea’ brands of Sindh
 Tea with a strong flavor &
taste
 Originally developed for hot
tea shops
 Mezban has become a
favourite amongst
household consumers as
well.
 Brand essence of stimulating
relationships through
CUSTOMERS
 Mezban Premier Dust is the
blend for consumers who
prefer tea with a strong
flavour & taste.
 Initially TAPAL MEZBAN was
launched, was particularly
for the small hotels in the
interior sindh.
 Due to finest quality and
relationship with the
customers Mezban has
become a favorite amongst
the household consumers
Competitor
 TAPAL is operating in a market that is
flooded with many competitors. Every
tea product in the market is offering
more or less the same attributes
 If we look overall than every tea is a
competitor of another one


 And many local mushroom teas

 Cannnibalization

STP
 Segmentation: demographic
(Culture) geographic and
behavioral bases
 Is the segment viable?
 Is the segment accessible?
 Is the segment measurable?
 Targeting: single segment
Targeting
 Positioning: symbolize the
bonds and relationships
that underscore the
human equation for the
people of Sindh along
with celebrating their rich
heritage and culture.

 Its tagline, ‘Yeh
Rishton Ki
Shaan hai Yehi
Mezban Hai’
 Brand essence of
stimulating
relationships
through
hospitality

Marketing Mix

 Product:
 Price:
 Place:
 Promotion:
Re-positioning
 New Tagline “KHUSHYO KI PEHCHAN
TAPAL MEZBAN”
 The background pattern can be AJRAK
 We can also introduce Tapal Mezban to
grap the Otak System.