Seminar in marketing

Kulsoom Alam (10819)

Zeeshan (11140)
Kamran Mansoori (11148)
Khizar Ahmed(11142)
Rida (11043)
Uzair (11137)
Ijlal (11117)
ZEESHAN
INDUSTRY OVERVIEW
Iced tea (sometimes know as ice tea) served in a glass with ice. It may or may not sweeten. It is available in
different flavors including lemon, peach and lime.
Ice tea is a soft drink specially used in summers and this also can be served as a alternative to carbonated drink.
this drink is enriched with vitamin c and vitamin d .
In Pakistan, tea is generally served as hot beverage and but tapal has introduced the ice tea under the name of
tapal iced tea in different flavors. In Pakistan, only direct competitor of tapal ice tea is LIPTON ICE TEA. However
Lipton ice tea is available only limited general stores in the Pakistan.
The total sales volume of tea market present in Pakistan is 150,000 tons (organized = 80,000 tons and
unorganized= 70,000 tons). This shows a potential market in the Pakistan. Ice tea is a new product for Pakistani
market but there is a potential market available in the Pakistan
Companys objective
Ice Tea came to notice of the Tapal 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 Pakistani market and were growing at a tremendous pace. Tapal started to respond to
consumer demand and research by introducing these current flavors
It is good news for health conscious individuals as now they can enjoy a refreshing and nutritional drink
As so many companies do increase their Product Mix in order to increase the sales by serving a different and
unconsidered segment of the market and also to increase market share. TAPAL took the same step; previously they
are serving to the one segment of Pakistan tea market with their hot beverage, leading brand TAPAL DANEDAR
Kulsoom
Market Structure of Industry
Loose /Mushroom
Category Tapal Unilever Clover Pakistan Eastern Tea
Tea

Mezban Dust Pearl Dust Surhan Dust

Dust Royal Dust Available
Chenak Dust Red Rose Dawn Dust
Danedar Lipton Yellow Label
Tetley World
Leaf Tezdum LYL Teabags Vital Chai Available
Tetley Teabags
DD-Teabags Supreme
Mixture Family Mixture - - Vital Chai Available
Jasmine TBs
Elaichi TBs
Green Tea Clear Green TBs - - Available
Lemon TBs
Gulbahar

Iced Tea - Lipton Iced Tea - - -

Inputs:
Tapal is present in all the brand segments of Tea industry but there is a gap in the mixture and Ice Tea segments so Tapal
must develop strategic plans to enhance these two categories
 Porter Five Forces Model
Rivalry Among the Firm Remarks
low Market Growth Rate High
High fixed cost
Lack of diversity in competing firm
Player have similar strategies
large number of competing firms Because large number of player.similar
lack of product differentiation strategy slow growth of industry.
Threat of Substitute Product
switching cost is low to complementary items High
Due to low price people may switch to substitute e.g. ( coffee Green tea )
Because low price people may switch to
Early adoption of technology and trend by substitute( instant coffee bye Nestle and Lipton diet tea substitute. Switching cost low early adption
Close Customer Relationship techology
Bargaining power of Customers
buyer has the power to influence to change the price low
buyer may switch to substitute tea if gets some extra thing only if not brand loyal because tapal buyer prefer quality over price.
they perfer quality over price The power to influence to change price
Threat of New Entrant
entry with new flavour High
High switching costs for customer This is evident by the immense growth in the
distribution channel are controlled by existing player industry and government policies are also
his is evident by the immense growth in the industry and government policies are also encouraging new Tea houses to emerge on
encouraging new Tea houses to emerge on the scene the scene. Tapal people have started thinking
The taxes on import of tea are reduced thereby decreasing the cost of production that local brands can do well and new players
might decide to come into this market.
Bargaining power of supplier
Tapal has its own distribution network which is very strong HIGH because there are few suppliers of tea.
supplier perfer tea because of its Taste and Quality The reason why there are few is because
these are few supplier of tea with a good Brand Identity there is a specific taste of tea that consumers
 TAPAL TEA PESTLE
POLITICAL RATE REMARKS
Tea import Quota 1HIGH
diplomatic relation with tea producing country
law and order situation dynamic and unstable environment
change the political environment
corruption because of unstable political environment. Diplomatic relation with
regulations and de regulation trends other country and corruption
SOCIO CULTURE
Change Trends 1High
Focus on culture
corporate social responsibility
Focus on public opinion and feedback because the Tapal focus on culture and change trend
TECHNOLOGY
Social Media Branding 0low
Rand D Activities
Impact of internet reduction in communication cost and increased remote working tapal decide to more focus on product not technology. Either it is
expensive or cheap they take it so its effect low. Tapal market not
Maintenance Website dependent upon technology
ECONOMIC
current and projected economic growth inflation interest rate 1High
Recession
impact of globalization
unemployment and labor supply labor cost
unstable us dollar value because they see all factors per capital income dollar value change and
per capital income inflation rate recession etc.
LEGAL
Introduced new product under the law 1High
It should not harm for the consumer
taxes and excise duty
no false information should be provided regarding organ and quality because policies effect on it they have to consider legality.
ENVIRONMENT
Tapal considered Environment Factor before launching any new product 1high
tapal faces heavy financial losses from govt and bad media coverage too because they as much think about environment . Tapal things which don't
Tapal is investing in activities for betterment in environment cause for environment pollution
TOTAL 5
CONCLUSION 5/6=0.8*100= 83 Macro level PESTLE has 83.3 effect on tapal tea industry
Competition Growth matrix
SEGMENT
COMPETITION GREEN OVERALL
Competition Growth matrix
DUST LEAF MIXTURE
TEA
ICED TEA
(in Ton)
Jasmine TB
Danedar
Mezban Dust Family Lemon TB
Tapal Tea DD TBs - 33,000
Chenak Dust Mixture Elaichi TB
Tezdum
Gulbahar
Clear
LYL packs
Pearl Dust Green Lipton Ice
Unilever LYL TBs - 32,000
Red Rose (Mint + Tea
Supreme
Lemon)
Tetley World Tetley
Clover Pakistan Royal Dust - - 3,000
Tetley TBs World
Surhan Dust
Eastern Tea Vital Chai Vital Chai - - 4,000
Dawn Dust
Historical Growth 4% 3% 1% 4% - 3%
Projected Growth 3.4% 2.6% 1% 4.8% - 3%
STRATEGY RELATED TO PRODUCT TOWS
One of the major threats that TAPAL ICE TEA has is that how to use the ice tea due to the illiteracy of the young
generation in Pakistan. Lipton has its ice tea in other countries they enter in the Pakistani market so it could be the
biggest threats for the TAPAL.
One of the greatest opportunity that Tapal has its huge market which is increasing as the population is increasing. New
product in the Pakistani market will capture the early adaptors. Per capita consumption is almost 1kg according to a
recent research in Pakistan. Some people leave the tea in summer but ICE TEA will attach them with TAPAL family.
20 No major weaknesses were mentioned by the authorities of Tapal but its intense competition as our analysis is one
of their weaknesses as to stay alive against a giant as Unilever and the other one new entrant in the beverages
industries specially in the ICE TEA industry.
The strength of the company would be the innovation and the high quality products, less price. Because of these the
company is able to survive in the market and still earning good market share comparing to its competitors.
Khizar
PRODUCT OVERVIEW

The R&D at tapal decide to introduce tapal ice tea for youthful market segment. Tapal Ice Tea offers instant
refreshment combined with the health preserving properties of tea. Rich in Vitamin C and antioxidants, it is non-
carbonated, contains no preservatives and is low in sugar as well. Its a healthy and trendy choice, for both the
young and the young at heart.
 REASON FOR FAILURE
Through research it has been found that tapal ice tea is failed due to following reasons:
Unable To Create Awareness Regarding The Ice Tea:
Tapal is unable to create awareness in the market. In Pakistan, the concept of ice tea is new and a detailed awareness
marketing awareness complain is needed to cater the youth of the country.
Distribution:
Tapal ice tea was not available in the shelf of the retailers because distribution is everything if the product cant get the
place on shelf, the company cant outsell its competitors.
Limited target market:
Another reason of tapal ice tea failure is that they targeted the limited markets in the country
Improper Advertisement:
Advertisement Is not proper to create the awareness regarding the ice tea.
MARKETING OBJECTIVES
The objectives of the marketing plan are strategically centered on 3 criteria;
To create a strong consumer awareness against unorganized tea products To establish a wide brand recognition
through the capture of market share in the multi segment, and To become the top market leader in that particular
segment within the strong research and development.
MARKETING STRATEGIES:
Create awareness among the consumer through strong positioning. We will do mass advertisement in order to
compete and increase market share.
Introduction of the product (Tapal Ice Tea ) in new pet bottle packaging Using tapal distribution network, get the
maximum shelf for the product
Uzair
MARKETING MIX
PRODUCT
The core
Tea Beverage
The actual product
Branding: pink color, aspect of refreshing, hard pack and soft sachets both.
Trade name: TAPAL ICE TEA, a TAPAL product
Brand personality Freshness, Healthy, Innovative, etc.
Brand equity: TAPAL ICE TEA provides a quality, consistent, innovative and provide energy.
"Tea 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. The tea used to make Tapal Ice Tea has antioxidant
properties which are associated with good health."
Place/Location:
Tapal here again uses 3PL logistics for movement of finished products from manufacturing plant to the 6 designated
Warehouses. This movement is carried out in 14 to 15 feet containers. Tapal distributors then place their orders at the
warehouses.
Products then delivered to the distributor who further delivered the product to wholesalers and retailers. The lead time
of order fulfillment is at most 6 to 7 days. Tapal use FIFO method for its inventory management. Tapal has more than
thousands of distributors in all over the Pakistan. Tapal also have Vendor management contracts with Macro, Metro,
Imtiaz, Naheeds in Karachi and other Hyper Markets in other cities of Pakistan.
RIDA
Price:
We are intended to follow value price method. Value pricing is
offering the product at a fair and reasonable price that makes
sense to the purchasing customer.
Prices are as follows:
PRODUCT PRICE
320 ml can Rs.45
200 ml pet bottle Rs.50
 Promotion
Methods of Promotion:
Advertising.
Sales promotion.
Mobile marketing

Promotion Objectives
To present information to consumers as well as others.
To increase demand.
To differentiate our store with others.

ADVERTISING:
Selected Advertisement Media
TV
News paper
Outdoor advertisement
Bill board
We are intended to advertise our product on the following media types:
IJLAL
MARKET SEGMENTATION
As a whole when we see the market of tea in Pakistan, although it is not clearly segmented but, Tapal did this thing
very accurately that it segmented the market very accurately. Its 9 brands in the current clearly shows the potential of
each brand in each segment define by the company. They clearly look at the nature and extent of diversity of buyers
needs and wants in a market. This thing offers a great opportunity for Tapal to focus its business capabilities on the
requirement of one or more groups of buyers.
The objective of the this segmentation to give awareness to youth of Pakistan from the new innovation in the
Pakistani tea market and a new trendy culture in Pakistan.
Targeting
TAPAL wants to increasingly cater to young generation market and it is doing so with the launch of TAPAL Ice Tea.
TAPAL is known for its hot cup of quality blend of teas, but with TAPAL ice tea, it has literally set a new precedent
in our markets.
The target market is defined for brand TAPAL ICE TEA is the ALL class like A, B+ and so on.
The company product is totally focused on the young generation of the Pakistani market. Target market which is
selected by the company for ice tea is the most attractive segment of the market. Because the Pakistan youth is
the 60% of the total population and the growth of this market is also very high. More over the early adopter are
also from this segment which can influence others to use the product.
TAPAL ICE TEA offers Pakistani youth an attitudinal choice that comes in the kind of flavors that they will like.
TAPAL 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.
TARGET MARKET SEGMENTATION
Demographics
Age 16-30 years
Income 30,000 +
Psychographics
Social Class Middle-middle, upper-middle ,upper
class
Behavioral
Occasion Regular use and special occasions
Benefits Taste, Healthier, economy

User status Heavy users, and medium users

Kamran
 FINANCE PLAN
TOTAL PROMOTIONAL BUDGET
Bill board 1Million
TV promotion 5Million
Radio Promotion

On air Expense (Radio1 Fm 91 4 spots a day for 3 months) 2Million

Magazine 2 Million

Social Media 15Million

News paper 5Million

Other activities 20Million

Total 50Million
Cost Structure Strategy
Selection of Supplier on the basis of price competitiveness can reduce the major part of the production
Cost.
Optimal capacity utilization of plant can reduce expenses
Implementation of TQM can improve the business infrastructure and lead to cost leadership in all grounds

SALES ANALYSIS
Expected sales analysis in units:

Month 1 2 3 4 5

Sales 20,000 24,000 30,000 39,000 50,000

% - 20% 25% 30% 50%

increase
Conclusion
we have concluded at the end of project that when any company want to enter in a new market and extend his
product portfolio, it should consider different aspects of the society and the taints which a society has and should
manufacture that products according to the needs wants and demands of the consumers of the society.
The marketing strategys should executed according to marketing plans and on time execution.
To survive for a new product in a market where the it introduce for the first time is very difficulty to built his positive
word of mouth and image.
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.
Tapal Ice Tea contains very less calories, less than half the calories of a common cola drink. So regular consumption
of your favorite Tapal Ice Tea doesnt leave you with a guilt trip and its safe to enjoy it to the limits!