Contents

Over a Cup of Tea

Message from CEO ___________________________________03 Message from COO __________________________________03

From Our Teapot

Solidifying Traditions with Tapal Danedar _________________04 A Tagra Launch of Tapal Tezdum _______________________07 Chilling Out with Tapal Ice Tea __________________________09 Stay Healthy with Tapal Green Tea _______________________12 Celebrating Relationships with Tapal Mezban ______________14 Appreciating the Hardworker with Tapal Chenak ___________17 Strengthening Bonds with Tapal Family Mixture _____________19 Chai Shai ___________________________________________21

Steaming Reviews

Event Marketing ______________________________________23 Tezdum Consumer Promotion ___________________________24 Family Mixture Football Tournaments _____________________24 Mezban Tea Parties ___________________________________25 Corporate Social Responsibility__________________________25 Branding and Merchandising ___________________________26 Outdoor Advertising___________________________________27

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Whats Brewing

Production Department: Another Step Towards Success ______28 Supply Chains Visit to Korea: Continuous Improvement _____30 Human Resources Department: Employee Enrichment _______31

July 2008 - December 2008

We proudly bring to you once again the JulyDecember 2008 issue of Newsblend. A lot has happened this year, recession and economic crisis has the world in its grip. But the strength of will must persevere in these difficult times. Tapal believes retaining warmth in spirit and passion is vital for a brighter future. So we haven't let the current crisis bog us down and have instead taken steps that can make us better and stronger. We hope pages within this issue do not just inform you of what's going on in Tapal, but also show you that through all hardships, life still goes on. Keep brewing always. Happy Reading!
ents s and Comm Contribution by: Send sk Published Newsblend rivate) Limited Editor's De ate) Limited, pal Tea (P Ta Tapal Tea (Priv , ctor 15 : Plot 40, Se strial Area, itor Executive Ed id Korangi Indu Haroon Rash Karachi. tapaltea.com itors: www. Managing Ed Afzal by: d Produced Rehman Designed an Saba Ihsan d. .) Lt r Adcom (Pvt Marium Iftikha to:

08 to D e faced ch The period, July were finally put into testing. W ns . very bold decisio God, we conquered all of them ighted. ace of ucts were kept del but by the gr of all Tapal prod l across the country. nsumers eld ritual, the co ing joy to tea drinkers al ed g alive the long h to br getting applaud Keepin was put forward been recognized locally but are ork A lot of hard w ication have not only and ded Our efforts is well. commitment. It internationally as ued devotion and plished so much. your contin have accom k all of you for ely want to than ve efforts that we as a company I sincer our collecti and glory. only because of ve for excellence will further stri Together, we happiness! Keep spreading

O cr pa Executiv8ewas veffevientfeul for the comeverny.noAwlot dofthour, Chief en ry an y ecember 0 allenges

Message from

Aftab Tapal

any r of honour for always a matte of Kotlers stature is tion in any form comes from a person Getting recogni t pride ition a matter of grea d if said recogn organization, an morale like no other. It is indeed nally, and we thank ur atio then it boosts yo recognized intern Tapal team to be r. for the whole us such an honou Allah for giving am Tapal! te tically Congratulations omically and poli very difficult econ to get bogged down e ters of 2008 wer osen The last two quar . We at Tapal could have ch as was the trend seen lk sses for most busine rcumstances and sit back and su true Tapal tradition, ci the under prevailing internationally; but this is not t at the end le flicker of ligh ally and nst d that litt both nation ays looks towar organization agai al as a team alw vours to achieve the best for our Tap endea of the tunnel and ripples all odds. ntinue to create work we still co so by aggressively d tenacity and har have done y Through sheer essfully. And lue to our qualit place succ ding, adding va e market in th ards brand buil eme price hikes. ing activities tow the retail price in the face of extr eserves great conduct dd aintaining out this period an products and m igently through orked dil Our team has w ce that merits praise. wards excellen strive to future. will continue to d to similar success in the near ar We as a team aim and look forw international accl

Chief Operating

Message from

Officer

Mohammadi M

iabhoy

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The launch of the Tapal Danedar Hard Pack was done on a big scale. A press conference was held to formally announce the arrival of the Tapal Danedar Hard Pack and then a larger than life- Pack Unveiling Ceremony. Employees as well as the sales, media and distribution teams of Tapal were invited. Creative and media agencies, corporate professionals, business partners and media were present too. Since the Tapal Danedar owns the equity of understanding the diversity of the tea drinking culture of Pakistan, the theme of the launch event carried forward the same flavour. 4 different areas were set up: a lounge, a dhabba, a caf and a veranda to symbolize the diversity and across the board tradition of tea drinking and the 4 corners of the Hard Pack. At the launch the Hard Pack was unveiled in a grand and dramatic manner amidst lights, smoke, confetti and clapping. A variety program representing the 4 major cultures of Pakistan was also held here. For the promotion, a TVC was developed announcing the arrival of the Hard Pack but keeping in mind the bigger perspective of Chai Ki Riwayat (tradition of tea). It talked about 3 tea drinking situations along with the announcement of Hard Pack and very clearly communicated the same price, same weight and same quality proposition. Airing on all the major local TV channels as well as cable channels, the purpose was to inform the audience at large about the introduction of the Hard Pack. The print ads and outdoor designs were kept simple yet still maintained a larger than life image of the Tapal Danedar Hard Pack. The Press Ads were printed in over 15 national newspapers, a number of magazines and digests. Outdoors were placed at prominent strategic locations. Apart from this a massive POS drive was also conducted in which mobiles displaying a 3D form of the Danedar Hard Pack, posters, streamers, leaflets, shelf talkers and shop banners were spread across stores all over the country to inform consumers as well as traders. An unusual revolving float with a 3D back lit Danedar Hard Pack was also used, which covered all major urban and semi urban areas. It was the source of much attention and conversation, as was the purpose of the float. Tapal pulled out all stops in the promotion of the new Danedar Hard Pack and the response by consumers and traders alike gave proof of its success and solidified Danedars relationship with Pakistans tea drinking traditions.

Solidifying Traditions
Tapal has always been abreast with changing trends and have adopted to the consumer and the retailer needs. Being the second largest tea brand in Pakistan, Tapal Danedar has always endeavored to cater to changing consumer needs and provide them more value. With that in mind, in 2008 the decision was taken to bring Tapal Danedar into Hard Pack, with the same quality, weight and price. This resolved a lot of the stacking and display issues and also helped retain the freshness of the tea for a longer time. The identity of a Hard Pack are its four corners, hence introduction of a hard pack is a tribute to the diversity of tea culture in the four corners of Pakistan. With 30 years of being an integral part of Pakistan, Danedar has become a name synonymous with the tradition of tea in Pakistan. The four corners mean the diversity of the Pakistani people and the diversity in their tea drinking moments.

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Danedar Hard Pack Consumer Promotion

Ramadan is the month of fasting and feasting. In the 30 day festival, the prices of consumer goods like food products, fruits, vegetables etc increase considerably, making life difficult for those following a strict budget. However Tapal Danedar being a part of Pakistani traditions for over 30 years knows the importance of budgeting and saving. In its Ramadan Consumer Promotion, under the slogan Apnaiye Samajhdari, Agayi Bachat ki Bari Danedar facilitated consumers in saving Rs. 6 on its large Hard Pack and Rs. 3 on the small Hard Pack. This enabled Danedar consumers to follow a smart budget and observe a happy worry free Ramadan.

Introduction of Danedar Rs. 10 SKU

Tapal Danedar is the second largest selling tea brand in Pakistan and caters to all and everyone who enjoys their tea. In order to explore new market segment, Tapal Danedar launched an additional SKU of Rs. 10. Because of growing expenses and cost this SKU opens whole new avenues of cost cutting and budgeting at home and in the office for our consumers. A Rs. 10 pack of Danedar can make up to 15 cups of tea. So with the new SKU you have great taste and great economy in just Rs. 10.

Tapal Tezdum Hard Pack

Tapal Tezdum tea is attributed for its strong taste and aroma. It has become extremely popular with people who love their tea strong. With a tagline: Lage Thaa Kar ke that has acquired iconic status, Tezdum has positioned itself as a brand catering to those who have great taste for adventure. Last year, it was decided that Tapal Tezdum will be converted into Hard Pack. The idea for converting it to Hard Pack was to maintain the freshness, aroma and taste of the tea for a longer period so that the consumer buys the product in the best condition possible. It also resolved a lot of stacking issues that retailer had with the soft pack. The official announcement of the Tezdum Hard Pack was done through a press conference and a Grand Gala launch event in Lahore. All regional managers and the entire brand team was present there. At the event, the 100gms Tezdum Hard Pack was officially introduced and the television commercial for the announcement of the launch was aired for the first time, followed by a variety program and dinner.

Tapal Special

(40 free sugar sticks with 100 teabag pack of Tapal Special)
Tapal Special teabags are very popular with consumers who like a cup of strong tea. The strong blend and being metal free makes Tapal Special highly popular with consumers in the teabag category, especially in offices and educational institutions. As part of a promotion, 40 Tapal Sweeten up sugar sticks were given free with every 100 teabag pack of Tapal Special. This provided our target consumers with extra value and also convenience. A sweet deal indeed!

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The entire campaign for the announcement was treated like a film. The promotion of Tezdum is greatly influenced by Punjabi films and the launch ad of the Hard Pack went the distance in creating an adventurous tale with the slogan of Ab Tagrey pack mein. In the tagra launch television commercial, you have the characteristic villain-the trouble maker, the beautiful heroin, the victim in peril and of course the bold and courageous hero who comes to the rescue on his proud and loyal horse. The ad is centered on how the villain unwittingly sets fire near the Ferris wheel of a village mela in an attempt to wow the heroine, and how the hero throws caution to the wind to save a young girl from the flames. The brave hero on his horse signifies might, vitality and everything else Tapal Tezdum stands for. The campaign from the teasers to the radio spots to the launch ad itself, all were treated like a film, full of intrigue and adventure. Chosen for the lead roles were Veena Malik, of Geo and Mohabbatan Sachiyaan fame and Babrak, an upcoming Punjabi film star. All this made for a very exciting television commercial, the intriguing teasers that contained sound bites and shots from the actual TVC created great hype for the TVC. The film theme was carried to the print material too with the 3 main character juxtaposed with the Hard Pack tearing through the background. The print campaign included outdoors placed at strategic locations, print ads, posters, bunting and mobiles displaying a 3D hard pack tearing through the paper. The print campaign was supported through extensive BTL communication. Branding was done at Roxy Cinema house, a prolific cinema in rural Punjab. It included a big film banner like billboard outside the cinema and other backlit signs inside. A stall activity was set up for the audience at the cinema, by giving them an opportunity to enjoy good family and action based films. On the purchase of a Tezdum Hard Pack, the consumers were awarded a pair of free tickets for the movie and were allowed to participate in the Tezdum Wheel of Fortune to win instant prizes. BTL activities also included the use of branded Tangas (horse carts). Over 55 Tangas were spread around 18 cities in just 10 days. The Tanga activity invited a lot of attention, and was talked about well after the activity ended. A presentation was also held at Hamdard University in December where former brand manager of Tezdum, Alamgir Janjua spoke to the students about its brand positioning and target market. He also spoke about the necessity of bringing Tezdum into Hard Pack and its Launch Thematic Ad. The Tapal Tezdum Hard Pack was also promoted along with other Tapal products at the Multan Industrial Exhibition and Dawn Lifestyles Exhibition. Promotions included wet tea sampling, give aways and tea selling. The launch, and the entire campaign following it, was greatly appreciated by consumers and retailers alike. The Tezdum 100gm Hard Pack had a tagra launch indeed.

Tapal Ice Tea

Recreational activities are very important for any society to grow. Not only do they help alleviate the stress that is growing exceedingly in our day to day life but it also gives us a chance to do something outside an otherwise dull routine. It is a chance to interact with people and just have a good time. Being the youthful proactive brand that it is, Tapal Ice Tea organized a number of recreational and sporting activities, and set up stalls in popular youth hangouts. The purpose of this was not only to create brand awareness but to associate the brand with fun, living up to its tagline "Chill Karo!"

Ice Tea Bowling Competition

With the opening of many a bowling alleys in Karachi, it has become a very popular pastime for the youth. At any given time the Royal Rodale Bowling Alley in Defence, Karachi is packed with people, some play for fun and some true bowling aficionados. In this spirit Tapal Ice Tea sponsored a Bowling Tournament at Royal Rodale from 10th to 13th August. Here branding was done in form of posters, standees, a kiosk, and free samples of Ice Tea were given to the audience and participants. By doing so, not only did it increase brand awareness of Tapal Ice Tea but enabled the people involved to enjoy themselves thoroughly too.

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Tapal Ice Tea Volleyball Tournament at LUMS

A three day event from 31st October 2008 to 2nd November 2008 was organized by Tapal Ice Tea in which the teams of different universities of Pakistan participated. Patronizing such events will not only help associate our brand with healthy activities like sports but also promote Tapal Ice Tea amongst the youth, which is our target market. Teams participating in this tournament were as follows: Government College University, LUMS (WHITE), LUMS (BLUE), FAST (ISD), FAST (LHR), GIKI, IQRA University, Lahore School of Economics, ISLAMIC University (ISD) and UMT. Ipods were given away through a Lucky Draw to those who bought Tapal Ice Tea from the audience. COO Mr. Mohammadi Miabhoy, GM Sales Ayyaz Khan and RM Lahore Irfan Bhatti were also present at the event to distribute the prizes to the winning team.

Tapal Ice Tea Karting Championship Round 2 at Lahore

Tapal Ice Tea is a brand which associates itself with a fun and active lifestyle. Since its launch Tapal Ice Tea has supported and sponsored recreational activities that are both exciting and entertaining. One such activity is the Karting Championship; Karting has developed immense popularity in the country in the past few years, and fits in perfectly with Tapal Ice Tea's image. After the success of the first round of the Karting Championship, Tapal Ice Tea once again stepped in to participate. While fast-paced and thrilling, Karting is the cheapest, most fun form of motor sport. The event was well organized and kept the crowd enthralled. Despite being considered a young sport it was thoroughly enjoyed by the youth and adults alike.

Rocket Man Sampling Activity

To create awareness about Tapal Ice Tea and generate trial among a wide class of people, a rocket sampling activity was carried out in different cities of Pakistan including Karachi, Multan, Faisalabad and Bahawalpur. Sampling was done at random locations such as malls, traffic signals, educational institutions, parks and other crowded areas.

Ice Tea Staff Sale Promo

Tapal has always enjoyed a warm affable relationship with its employees. In this spirit, Tapal organized a special Ice Tea In-house Staff Sale Promotion for employees. As part of the Sales Promo, any employee who bought 6 cans of Tapal Ice Tea was eligible for a Lucky Draw, the prize for which was a dinner for two at Nando's. All employees participated with great enthusiasm and this activity made Tapal's bond with its employees even stronger.

MANAGEMENT STAFF
Syed Alay Haider
Warehouse Executive Daughter Daughter Daughter Daughter Daughter Daughter Daughter Son Son 14-July-08 16-July-08 01-Aug-08 14-Aug-08 25-Aug-08 26-Aug-08 3-Sep-08 21-Dec-08 26-Dec-08

Park Towers Kiosk Activity

Park Towers mall in Clifton, Karachi is the hub of youth activity in the city. Boasting of a plethora of shops, a food court and restaurants, Park Towers is the ideal hangout for the young, especially during the weekends. Being a youth brand that promotes a fun and active lifestyle, Tapal Ice Tea set up a Kiosk at the front entrance of Park Towers from the 5th to 10th September. At the kiosk, people were encouraged to try the 2 delicious flavours of Tapal Ice Tea. The idea was to generate trial and boost can sales. The activity was a success and produced many a sale.

Tanveer-ul-Hassan

PARENTS

Coordinator Logistics

Imran Naeem
E.T.S.

Muhammad Nasir
A.M. Procurement

Muhammad Mahmood Sharif

Maintenance Executive

Abbas Abdey Ali Ehtisham Khan

Brand Manager E.T.S.

Production Office Coordinator

Nadeem Rasheed Yousuf Nooruddin

Sales Coordinator

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Tapal Shades of Green Branding at Modern Trade

Trends in the marketing and trade business have changed. Where billboards, print ads, and television commercials address a general mass audience, retail branding today is a powerful tool to directly affect the purchase decisions of the target consumer. It not only increases brand visibility and retail presence, but creates an image and mood for the brand in question. Since retail branding is done at the consumers point of purchase, whatever initiative a brand takes is noticed immediately. With the retail environment becoming increasingly consumer friendly, consumers are spending more and more time shopping in one place. Grocery shopping has now become an experience rather than a monthly chore. This has led to retail branding becoming an even more powerful medium to promote a brand. Tapal Shades of Green caters to an up market audience that favours an active, healthy and fit lifestyle. This is where retail branding plays a major role, giving it a perfect opportunity to tap into its target markets. It offered Tapal Shades of Green the perfect platform to generate interest and trial by making its presence known in these markets. In 2008 Tapal Shades of Green, was heavily positioned as a green tea brand that promotes a healthy lifestyle and one that offers 3 different flavours to suit your moods. With an aggressive branding strategy Tapal Shades of Green covered all markets with a high consumer base as well as those that were potential markets. Tapal Shades of Green made its presence felt, and converted many a consumer to green tea, some for the flavour and some for its innumerable health benefits.

Shades of Green
Our moods and tastes are ever changing; if we crave a thing one day, we crave another the next day. This is why Tapal Shades of Green launched the Selection Pack. To cater to our varying tastes and moods, the Selection Pack comprises of all three flavours of Tapal Shades of Green range, Lemon, Jasmine and Elaichi. Now instead of buying a pack of just one flavour you have three flavours in one pack. So if in the morning youre in the mood for some Jasmine you can indulge in our refreshing Jasmine green tea, if you need some relaxation immerse yourself in the taste of Elaichi, and then for some after food ease have Lemon. With the slogan flavours to suit your mood the Tapal Shades of Green Selection Pack is a selection that should suit you and your healthy lifestyle perfectly.

SOG Bachat Bazaar

An experience is heightened when all 5 senses are involved. To create a notable presence in the market and to make a distinction from other tea brands, Tapal Shades of Green took to carrying out stall activities in popular Bachat Bazaars. One such activity was carried out in the Defence Sunday bazaar. The Tapal Tea Stall area was made into a complete green zone which set it apart from the rest of the stalls. It gave the target consumers a complete sensory experience of taste, smell, touch, hearing and vision. Green shades were set up and chairs were placed there, free wet tea was given for trial and brand ambassadors spoke to potential costumers about the numerous benefits of Tapal green tea. Tapal Shades of Green is positioned as a product that soothes and relaxes the senses. So the stall was an oasis within the bazaar where costumers could relax and enjoy their tea in peace. The outcome was good; all those that visited the stall appreciated the complete experience and tapped into our target market. The stall activity generated many sales, a testament to the value of promotion and visual appeal through effective brand communication.

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Tapal Mezban Tea Party was made more engaging by arranging musical concerts and stand-up comedies. It kept the audience entertained and amused for hours. However, it should be well noted that the charm of the muchcelebrated public figures along with their favorite blend of tea did wonders. The entire tea party was aired on KTN and SINDH TV. As always Mezban aimed to reach out the masses with illustrious colors and hence achieved it by making the over joyous audience served well by the generous hospitality.

Sense of an Essence
(Mezban TV/Magazine Show)
Entertainment hosted in a cup of tea is all what Tapal Mezban aims for. Talk about the open-air extravaganza or an airtime on every entertainment box, Tapal Mezban is there to host it. For such a show called "Rishtan Saan Aahay Zindagi" was planned, organized and produced by Tapal Mezban. The aim of the show was to create awareness about the rich culture and wonderful history of Sindh and its people. Thus, it has been well segmented into Mezban Saqafat, Mezban Jo Mehman & Mezban Tea Party.

Feast of Festivity
(Mezban Tea Party)
Tea is an essence, which blends with our culture, society and people. The tradition of gatherings and serving tea on every occasion is extended over the years so a catch phrase "lets meet over a cup of tea" is integrated in our existence for ages. By knowing and keeping the association of gatherings, Mezban held a tea party exclusively for females. Tapal Mezban being the event organizer made the evening joyous by illustrious Sindhi celebrity Samar Nizam being the host. The evening played the role of congregating approximately sixteen thousand females on a platform. Guests from ten selected towns not only experienced the hospitality of Tapal Mezban but they also enjoyed the ambiance provided to them in the form of having especially executed interactive activities followed by exclusive gift hampers.

The first segment Mezban Saqafat was the informative session about the rich history and ethnicity of the land "Sindh". The segment highlighted the significant historical heritage with pride. Since Mezban today, is the host to everyone with a penchant for the tasteful and homely. Celebrities were invited who were known and recognized well for casual talk. Third segment showed the spirit of being a host. Clippings of Tapal Mezban Tea Party held in selected towns were shown which projected festivity, happiness and the rhythm of traditions. The entire show was hosted by the charismatic and charming Sindhi celebrity Ghazal Salam who has been deeply associated with the brand through its theme. This quality entertainment show was aired on popular Sindhi Television Channels including KTN, Sindh TV and Kashish.

Drive to Outshine

(Mezban Merchandizing drive)

Brand awareness has always been an utmost priority for Tapal Mezban to ensure that its consumers are at all times conscious of its presence. Mezban always thrives on visibility and attention attained through shop branding, tube shades and POS splashes. Brand visibility captures the interest of consumers in all aspects and makes them proud to drink Tapal Mezban.

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Good Things In Small Packages

(Mezban Consumer Promotion)

Consumers have so many choices to make compared to ten or even twenty years ago. Today as always, business growth depends heavily on loyal customers who return because they are satisfied with the product and/or service they have received. Trade promotions can simply make the difference in those moments of truth when customers select products from store shelves. Yet few areas in the world of consumer products present more opportunities for achieving better returns from the resources spent. Customer loyalty pays off enormously in a variety of ways for firms that invest resources in measures designed to build customer relationships. Customer loyalty has become a means of profitability, brand distinction, and enhancing product/service value in an era of increased competition Despite such facts, Mezban Tea believes its customers to be a part of the Mezban family so it has appreciated the ties that exist and believes in respecting and caring for them. This also allowed Mezban an opportunity to work on improving their marvellous product's commercial awareness and strengthening its establishment as a successful tea brand. To show the appreciation of the 'family', Mezban implemented the idea of giving out gifts to the customers and purchasers of the product. Around 2000 gifts were handed out and the winners were chosen through 2 Lucky Draws. As a token of appreciation, gifts were chosen specifically so that they also represented Mezbaans admiration of the Sindhi culture. The items included Sindhi caps, ajrak and Mezbaan jars.

JULY-08

Ashfaque Ahmed ______________________1-Jul-08 Administration ____________________ Muhammad Tasleem ______________________1-Jul-08 Administration ____________________ Syed Saqib Abbas Rizvi __________________1- Jul-08 Supply Chain _________________________ Zeeshan Aziz ____________________ 2-Jul-08 Sales ______________________________ Ehtisham Khan Muhammad ____________________ 16-Jul-08 Marketing _________________________ Sharif Hussain ____________________ 21-Jul-08 Sales ______________________________

AUG-08 SEP-08

Ali Ahmed Khan ______________________1-Aug-08 Internal Audit_____________________ Fahad Saud __________________1-Sep-08 Internal Audit _________________________ Saleem Khurram __________________1-Sep-08 Finance ______________________________ Usman Saleem _____________________22-Sep-08 Information Services _______________

Tapal Chenak Gift of Sight

(Free Eye Camp)
The best way to find yourself is to lose yourself in the service of others. In todays tactical and psychological marketing warfare the need for building relationship between the customer and the company by providing them value added services is as important as flanking strategies. At Tapal Chenak, we believe that a healthy mind and a healthy body are fundamental to the growth of such relationship. But good health does not come easily. It requires the kind of care that only a professional team can provide. We make sure this happens, by organizing camps to provide free Medical Services. We have tried to provide health care and medical facilities in the most interior and remote village areas where infrastructure is minimum or not available. Honoured to be bestowed with this Khidmat we sponsored a three day EYE CAMP at Kantio, Umerkot District during our 1st Quarter. We pledged to raise enough money to pay for the treatment of the eyesight of anyone who could not afford to pay for themselves. It is envisaged that more than 200 patients attended the eye camp from and around the township of Kantio, Umerkot District. SEEING IS BELIEVING" We seek your blessing to fulfill this KHIDMAT.

OCT-08

Muhammad Rizwan Ashraf ____________________ 6-Oct-08 Sales ______________________________ r Kiani Naveed Asgha ___________________6-Oct-08 Sales ______________________________ Muhammad Ali ___________________10-Oct-08 Sales ______________________________ Muhammad Tahir Siddique ___________________10-Oct-08 Sales ______________________________ Naeem Jaffer Balouch ___________________10-Oct-08 Sales ______________________________ Amyna Hassan Kanji _________________13-Oct-08 Internal Audit _________________________ n Memon Muhammad Farha ___________________20-Oct-08 Sales ______________________________

Kaleem-Uz-Zaman Siddiqui _____________________20-Oct-08 Information Services _______________

NOV-08

Kashif Ali Syed ______________________3-Nov-08 Information Services _______________ Syed Waris Ali Shah ___________________3-Nov-08 Sales ______________________________ Aamir Sher Ali ___________________11-Nov-08 Sales ______________________________

Syed Sibtain Abbas ___________________11-Nov-08 Sales ______________________________ mmad Kamran Muha ___________________11-Nov-08 Sales ______________________________

Syed Qutubuddin Ahmed Muneer ___________________20-Nov-08 Sales ______________________________

DEC-08

Kamran Aziz ____________________ 1-Dec-08 Sales ______________________________ r Rizwan Haide ______________________2-Dec-08 Administration ____________________ Mustansar Ashraf ____________________ 2-Dec-08 Sales ______________________________ Khurram Shahzad ___________________15-Dec-08 Sales ______________________________ Mumtaz Ahmed Mehr ___________________19-Dec-08 Sales ______________________________

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Kashif Abbas ___________________19-Dec-08 Sales ______________________________

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About Strategy and The Brain

(Hard Pack Launch)
Drawing first blood through product innovations and taking the offensive to the competition by being the first to launch such innovation or change in existing one with a combination of head-on and flanking strategies is as important as to have a close look at what the consumers are actually looking for, at what price plus the benefits through the sales promotions that it offers. These had been keenly observed by the management during the Chenak Soft Pack to Hard Pack change over period which took place from December 2008 on national basis. The overall launch aimed at educating the consumer about the new & improved pack, its benefits, its quality, taste, freshness and affordable price.

ATL & BTL Activities

Both ATL & BTL activities did play a key role in Chenak Hard pack launch efforts. Media releases played a great role to give information about the newly launched Hard Pack, service or company out to a large amount of potential customers while BTL activities addressed specific as well as selected mass audience in a particular area which will sustain for long duration.

Football Championship
Tapal Family Mixture is active in maintaining close relationship with consumers living on the coastal belt through promoting football-the game they love most. For the second year in running, Family Mixture sponsored in November/December 08 The 2nd Family Mixture Makran Football Championship 2008. A total of 8 teams from each town of Panjgour, Turbat, Gawadar and now also including Uthal, participated in the championship Tapal Tea Company took a private initiative and revived and uplifted the football grounds as a social and moral obligation to these fellow citizens. All through, the tournament attracted large crowds in towns where the teams competed, leading up to the final rounds played in Turbat. The Championship, as per the previous year, met with a resounding success both in terms of extremely enthusiastic teams participation as well as immense public/spectator response and over 8,000 people attended the final match in Turbat which was a great success for the brand. The event enjoyed regular coverage in the dailies through press releases and the final rounds were also covered by leading FM radios and TV News Channels.

Driving Shop Branding

In an age where technological advances and the online community have empowered consumers by giving each one a voice, marketers are rethinking the approaches they take in executing their brands positioning. Consumers can no longer be spoon fed branding messages or pledges of promise. Allowing the consumer an opportunity to engage directly with its brand, Chenak has launched a new campaign that embraced the individuality of its consumers by asking them, How Do You Chenak? The contest commenced in 2nd Quarter with the launch of Chenak Hard Pack and was aimed to strengthen Chenak Hard Pack brand position in local market specially in Hyderabad region. This contest allowed the resellers in two ways: firstly, the decor helped the resellers to attract more customers and, secondly, the decoration contest helped Chenak and the resellers to further strengthen the Chenak brand position in this market. The unique Hard Pack packaging helped the buyer to relate to extreme gaming experience.

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Besides the visual Town-wise awareness conducted through street banners and on-site boards, special interest was created among consumers by Family Mixture float. Local target consumers were encouraged to display their tackling skills on a mini football field! The activity provided a new, fresh interaction between the brand and consumer, supported with gifts distribution.

Wedding Bells
As a part of brand optimization activity, Family Mixture participated as the main sponsor at the combined Wedding of 25 Couples. The ceremony was held on November 1st, 2008 at the D.J Science College Sports Ground, Karachi. Living up to the true spirit of its name, Family Mixture was ideally linked to establishing new relationships and cementing family bonds. In the gathering of more than 2500 friends and families, over 2000 complimentary cups of Tapal Family Mixture were served, capped with special gifts to newly-wed couples comprising of suit pieces for the brides and wrist watches for the grooms. Tapal Family Mixtures impactful, welcoming celebrating banner served as an inspiring site.

Hi-Tea with Family Mixture

Capitalizing upon the high viewership of cooking shows, Family Mixture sponsored serials in the last quarter of 2008 on popular ARY Zauq with its branded programme: Hi-Tea with Tapal Family Mixture. The show was based on outdoor shoot in natural, refreshing surroundings. All items prepare were related to tea-time snacks followed by branded Recipe Cards. The shows carried on-screen display of TFM Hi-Tea logo and the episodes were supported with reminder promo scrolls.

Chai Shai

A lot happens over tea. Tea time today has ceased to be just that, it represents a culture, a way of life. When people say, "Chai pe miltey hain", it isn't just about drinking a refreshing cup of tea (though it certainly uplifts the experience); it's spending warm moments with family, meeting and greeting friends, about new beginning and old comforts, it's about taking time to be yourself. Tapal has been a part of Pakistani households for the past 60 years and has become synonymous with tea time. It has been a part of all your experiences, your high and lows. In this spirit Tapal introduced the Chai Shai tea caf. Chai Shai gives you a complete tea drinking experience with a warm comfortable setting that is expected of Tapal and serving all your favourite Tapal brands. Currently this concept has been implemented at Makro Ravi Road, Lahore and Makro SITE, Karachi; with plans of expanding to other Makro Stores and beyond. The core idea behind Chai Shai is to give shoppers and tea lovers alike a place to sit comfortably and replenish their strength. In big hyper markets like Makro where people come to buy their monthly groceries, shopping takes a lot of time and effort. What's better than to have a Chai Shai tea caf near, to revitalize energy and invigorate the spirit?

Refreshed Radio Shows

Tapal Family Mixture had consistently been on air broadcasting radio show on the leading FM 107 by the name of Mukammal Ghar where Zubaida Aapa Hosts the Show and gives her advice to the young & adult housewives. From July 2008, Family Mixture brought about refreshing changes in the programmes format with new, interesting segments for the large variety of listeners among housewives. The additions imparted a new flavour, touching aspects that not only provided increased entertainment value but also stimulated listeners involvement as well as generated widespread target response.

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Event Marketing Brand Activation

The reason Brand Activation is emerging very fast in the field of marketing is its control and grip over its consumer base. This field is relatively flexible in comparison to ATL where we can easily customize our marketing as needed. Be it the Direct Consumer Contact, Float Activation, Event Management, Public Relation or Branding, it all fits in easily. One of the key factors of Tapals success is that it has full trust in its Activation Strategy and has always invested huge amounts in this medium. Realizing the effectiveness of Activation, Tapal has been exploring almost all the major platforms of Activation. The following diagram would also elaborate on how Tapal has been engaging and benefiting its consumer base: Every aspect has its own importance and a set of different activities come up with a result.

Event Marketing is one of the most effective tools of activation. Tapal has been covering all the areas where Event Marketing can be done. For example if we see our religious events such as Ramadan, Eid, Muharamul Harraam or any other event, Tapal has been there with its consumers to share an emotional connection and participate with them. Be it Social Programs or Sponsorship Events like Dawn Lifestyles, Tapal has always been there to get its consumers to experience its Brands in accordance to their respective target market. The Sehwan Mela is a one of its kind event, where thousands of people from all around Pakistan come and visit the Holy Shrine of Hazrat Lal Shahbaz Qalander. Different companies setup their stalls and market their products. Tapal specially arranges its set of activities for this activity where a beautiful stall is setup which operates 24 hours a day and fulfills the needs of its consumers not only by selling its product on discounted rates but also provides different gifts against that which ultimately creates a cordial relationship between Tapal and its consumers. Further in order to entertain this consumer base, Tapal also shares major sponsorship in the Malakhra Event Organized by the Government of Sindh. Since buying patterns are changing, consumers have been more conscious of economizing and budgeting, therefore moving to shop from Modern Trade or Bachat Bazaars. Tapal being aware of the changing trends has also set different stall setups in major Bachat Bazaars organized by City Government. Brands like Danedar, Family Mixture, Shades of Green and other brands of Tapal take deep interest and participate through discounts, introducing different promotional activities and selling wet tea to consumers for a discounted price. Our experienced Brand Ambassadors are always there to facilitate our valued consumers. Other than these major events, Tapal also has been supportive to other small scale sponsorship events where we sample our products free of cost. So far we have talked about the occasions where Tapal has been participating. This does not fulfill the entire portfolio of Event Marketing. Tapal has also taken it to organizing its own events and campaigns as well.

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Tezdum Consumer Promotion

Consumer Promotion is all about engaging & facilitating your consumers by an exciting offer. Tapal Tezdum came up with a unique idea of Consumer Promotion on a traditional platform of a Float which would create a buzz in the market. This float was specially designed with a brand new shiny Motor Bike Displayed on a rotational platform and special lighting effects. This float was accompanied by an anchor that created awareness about the mechanics of the consumer promotion where our consumers could win the displayed Motor Bike, bicycles and thousands of other cash prizes. We also educated our consumers about quality tea. The float was accompanied by Motor Bike Riders who displayed their prowess in different Motor Bike stunts, which attracted a lot of attention. To compliment this promotion, a stall activity was also designed where we set many stalls in the same town. Through these stalls we encouraged our consumers to buy a pack from the neighboring shop and get a chance to play wheel of fortune with our team. The best thing about this offer was that the winning chances were 100%. In addition, they also had a chance to put the empty wrapper in our drop boxes and participate in our Grand Lucky Draw of Motor Bike and other prizes. This activity not only benefited the consumers but also the Traders whose stocks were liquidated with ease. Thousands of consumers participated in the Consumer Promotion and made this promotion a great success.

Altogether 32 teams from all over the Makran belt were invited at 4 different venues where Qualifying Tournaments were held, whereas qualifying teams played a Mega Final Tournament in Turbat. Amazingly, in a small town like Turbat around 10,000 people attended the Final Match. Players were not only provided complete facilitation of daily allowances, transportation but also awarded handsome cash prizes. To compliment this activity, a special float was designed where a mini Football Ground was created and people were invited to perform various football tricks in order to create an atmosphere of football fever in town.

Mezban Tea Parties

Tapal Mezban has had a wonderful relation with its consumers, where it cares for and provides maximum facilities to them in addition to being a quality product. Because Sindhi people are very fond of music, Tapal Mezban has been organizing different musical concerts for its consumers. After the successful experience of last year, this year again Tapal Mezban organized Mezban Tea Parties in 10 towns of Sindh. Since Sindhi females usually do not get a chance to go out of their houses and spare some time to enjoy, these parties were dedicated to them. We were glad (and a little surprised as well) with the female turnout. In these Tea Parties we arranged a complete package of music with famous artists of KTN & Sindh TV who entertained the crowd at their best. Our consumers were also given beautiful gifts and served refreshment. These shows were later aired on TV as well.

Family Mixture Football Tournaments

Family Mixture enjoys the lions share in the province of Balochistan in the Tea Category therefore has special focus in these areas. Since there are not many activation avenues available in these areas, Tapal Family Mixture chose the most popular game of the area i.e. Football, and organized a Mega Football Tournament last year. This event was a hit and was so popular that it became the talk of the town. Following the success of the event, Tapal Family Mixture organized a Football Tournament again this year in bigger and better fashion.

Corporate Social Responsibility

Tapal has always been socially responsible corporate entity. This year Tapal again participated in the Kantio Eye Medical Camp. This event is yearly organized in the deprived town of Kantio (Outskirts of Umerkot). In this event people from all around Thar come and have their free eye checkup and operations if needed. Tapal being the main sponsor provided imported lenses for major operations of patients.

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Brand Visibility Branding and Merchandising Concept

With the growing realization that brands are one of a firms most valuable intangible assets, branding has emerged as a top management priority in the last decade. Given its highly competitive nature, branding and merchandising can be especially important in the retailing industry to influence customer perceptions and drive store choice and loyalty. Now the trends of retail branding and merchandising have become an essential part of the modern world to promote the brand and make it conveniently available for the valued consumers. Keeping this scenario in mind, Tapal Tea continuously followed the same steps to promote the retail outlets through various out-store and in-store visibility solutions. The equity of the brand makes it stronger and helps to create awareness, association, loyalty, toward the brand; And quality too, as Tapal has always been the part of it.

Tapal tea moves on to branding and merchandising activities as per the launch of its various brands. Following are some branding and merchandising details. Tapal recently launched Tezdum Hard Pack with its new thematic campaign Tagra Pack. In order to register the new shape of Tezdum pack we moved on with the in-store and out-store branding on retail shops, Cinema houses and utility stores in the various target cities. In-store shelf branding in Makro, Lahore to highlight the visibility and availability of the product. Tapal Shades of Green launched its Selection Pack campaign in which all three flavors were available in one pack. In order to create awareness among consumers, In-store branding was done in key outlets and hyper markets like Makro and Metro Stores, Airport arrivals and departure lawns. Tapal always dreamt of having a branded cafeteria where consumers can enjoy their Tapal tea with dining. With the coordination of the Modern Trade department we got a chance to do branding in the Cafeteria of Makro stores. In this regards we selected Saddar and SITE Makro stores in Karachi, because of its heavy consumer base. Popular Tapal brands colour and attractive graphics were used. Tapal is known as a high quality tea and our mission is to be the benchmark of the quality and creativity. While keeping this scenario in mind we decided to create a corporate branded kiosk inside the Makro Lahore premises which would be called the CHAI SHAI Kiosk. In this kiosk we serve our tea to consumers with a warm caf environment.

Billboards and Outdoor Advertisement

A billboard is a large outdoor advertising structure, typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas. Bulletins are the largest, most impactful standard-size billboards. Located primarily on major highways, expressways or principal arterials, they command high-density consumer exposure (mostly to vehicular traffic). Bulletins afford greatest visibility due not only to their size, but because they allow creative "customizing" through extensions and embellishments. Tapal tea mostly hires billboards as per requirement of the campaign on a short term basis. Tapal also has various billboards in rural areas around the country which were hired on annual basis. Tapal tea did some extensive outdoor billboard campaigns for Tezdum and Danedar in the beginning of year which included wide spread of billboards across the country to demand highdensity consumer exposure.

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ct l Produ Tapa

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Supply Chain

Human Resource
A Company decides to adopt Fridays as Casual Day and they issued a Memo to all departments intimating the same.

Visit to Korea

Tapal Tea Private Ltd explored an opportunity to improve the quality of the packaging of its products. Our team comprising Mr. Mohammedi MiabhoyCOO, Mr. Muhammad Shabbir-GM Supply Chain, along with Mr. Shahid Hamid-Hansol Agent in Pakistan and Mr. Atif A. Barry-Director, Rehmpack (Pvt) Ltd visited the manufacturing plant of Hansol in Seoul, Korea. Hansol is one of the largest Paper and Board Manufacturing Company in the world known for its superior quality grey back board and purpose of the visit was to evaluate the capability of Hansol's plant and to assess the possibility of developing other brands on Hansol board in future. Tapal Tea has been quick to adapt and implement this improved quality packaging and Danedar Hard Pack was launched on Hansol grey back board followed by the packaging of Mezban Dust Hard Pack to cater our high speed Bag in Box lines of tea packaging. Family Mixture Hard Pack is also planned accordingly. A market visit was also in Seoul-Korea revealed that Tapal is effectively catering to the ethnic market which prefers Tapal's strong and traditional taste over other tea brands.

Casual Day - Office Humor

: Memo 1 eek, the is w Effective th pting Fridays is ado company loyees Day. Emp sual s Casual a e ca dress in th are free to choice. eir attire of th

Week 1

Memo 2: Shorts and Tr ack suits are not appropri ate attire for Casual Day.

Week 3

o 3: ss Mem ers to dre ef yr tude. al Da Casu ly, not atti on

k6 Wee

Week 8
Memo 4: A seminar on how to dress for Casual Day will be held at 4 p.m. Friday in the cafeteria. A fashion show will follow. Attendance is mandatory

. 5: o No ay's Mem wth of Frid r o embe outgr As an ar, a 14- m rce has semin ay Task Fo epare pr al D Casu ppointed to r casuale a been es for prop elin ess. r guid day d

9 Week

Week 14
Memo 6: The Casual Day Task Force has distributed a 30-page manual entitled "Relaxing Dress without Re laxing Company Standa rds." A copy has been distrib uted to every employee.

Mem Compan o 7: psycholo y is providing gical employe counseling for e having d s who may be ifficulty a dju Casual D sting to ay.

Week 1 8

8: Memo r able to nge no lo age We are upport or man is s ly ay effective ay. Casual D D Casual continued dis

20 Week

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Cricket Mania

To portray our enthusiasm for team effort, the Third friendly Ramadan Night Cricket To u r n a m e n t w a s p l a y e d o u t a t a n interdepartmental level on 12th September 2008 at Dream World Resort Karachi. This cricket tournament was intended to bring the personnel of the Company together for a fun night out. Total of six teams participated in the tournament. The final was battled between Finance and PMQ / Administration Department Teams. The Finance Department Team defended last years winning title and came out as the winner once again. During the cricket tournament, Tapal family members were served with Tapal Danedar and Tapal Ice Tea from ground tea stalls followed by a lavish Sehri Buffet after cricket matches. Mr. Imran Nasar Rathore received the Man of the Match award. The wining team was invited for a marvelous dinner at the famous South African restaurant-Nandos.
hy g Winners Tropited. m mood receivin r. Khalid Meh CEO Tapal Tea Private Li The captain M r. Aftab Tapal M presented by

School Visits
To know where your tea comes from is in itself an educating experience. To add more to the knowledge of our nations young bright stars, Tapal hosts many school visits to its tea manufacturing factory. The students are given an interactive guided tour of the facility, with the trip being concluded with a joyful exchange of exciting gift bags for teachers and children. Having these young aspiring students visit the Tapal Tea factory is a delightful and an educational day for all of us.

Working towards the principles of merit and performance, our approach has always been to identify and assess our own pool of internal talent for available positions prior to referring other sources of recruitment. In order to fill Zonal Sales Manager positions, an assessment was held at the Karachi office. The participants of this activity comprised of high performing Territory Sales Executives from different areas of the South region. The assessment required each candidate to perform an In-Basket exercise which involved using the data provided to deliver a presentation to a panel of evaluators followed by a series of behavioural interviews. The panel of evaluators comprised of the Chief Operating Officer, General Manager Sales, Talent Manager, Sales Manager and the Human Resource Manager. The assessment was held over 4 days and as a result 4 highest performing candidates were promoted. The Assessment Center has proven to be a very effective and fair method for evaluation of managerial potential.

Assessment Center

Winning

Team

Hajj Mubarak
MANAGEMENT STAFF Moiz Ali
Ms: Musharaf oted ZS nd ly proman Ali Rizvi a outh. e new e of th Ahmed, Has s Manager S Pictur mran d Sale idi, Ka ales an ider Za g with GM S uja Ha alon Sh Ali
Tea Planning Manager

Mufaddal Mansoor Mukhi

Modern Trade Manager

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TIMS (Tapal Integrated Management System)

Tapal has always been directed towards strengthening its business by focusing on long term goals, enhancing productivity, improvement in quality and contributing towards a safer and healthier environment. As we all know along with quality there are many other requirements such as environment, food safety, occupational health & safety and information security which a business must comply with today. In an ideal scenario, the organization should have a system that should address all of these objectives at once. Since ISO 9001 standard is currently being revised to ISO 9001:2008 Tapal has taken a strategic decision to capitalize this opportunity of revisiting QMS for the integration of other management systems, like: ISO 9001:2008 (Quality Management System), ISO 14001 (Environment Management System), OHSAS 18001 (Occupational Health & Safety System), ISO 20000 ( Information Security System) and ISO 22000 ( Food Safety System). This integrated system has been titled as "TIMS"- Tapal Integrated Management System.

A Training session was conducted on MS-Excel on 17-Dec-08 by Mr. Hasnat Ali Shah, Cost and Inventory Manager. The session was attended by a team of cross functional participants in order to give a thorough understanding of the functions of MS-Excel through exercises on how to use the program with respect to different job roles and situations.

In order to improve productivity, raise employee morale, and remain competitive in todays aggressive global environment we organize numerous international and local external trainings. Some of these knowledgeable sessions have included: Marketing 2.0 Information Security Implementation and Management Schuitema Coaching and Mentoring Workshop Depreciation, Amortization, Intangibles and Capex Income Tax Ordinance 2001 Logic and Leap Advanced Project Management A team of Tapal which included Syed Arshad Sohail (GM PMQ), Mr. Shahid Alam (Engineering and Projects Manager) and Mr. Mehmood Sharif (Maintenance Executive) visited the factory in Germany to understand the installation & commissioning of our New Product Lines.

External Trainings

Training & Development

In-house Training
Training employees in their own working environment, with equipment they are familiar with and people they interact with on a daily basis, contributes in better understanding and job performance. We are proud to have identified our in-house pool of talent (Specialists in their respective fields) providing them the opportunity to share their valuable skills and experience with other member of the Tapal family. As a result we have a highly motivated team of Internal Trainers who have conducted numerous sessions. We would like to thank the following people for taking out their time and going the extra mile: Trainer Mr. Shahid Alam Mr. Zeeshan Ganatra Mr. Hasnat Ali Shah Mr. Salman Ahmed In-house Training PLC Parameter Setting & Operation Demand & Supply Planning MS- Excel Consumer Handling

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In-house M

S - Excel Tr

aining on 17

-Dec-08

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Creating Entrepreneurs
How is it that a company becomes a household name? Such growth and success becomes possible due to the vision of leadership backed by a dedicated team. The composition of the workforce at Tapal comprises of new entrants who have joined the organization in the last couple of years and a number of senior colleagues whose seniority is defined more in terms of the tenure of service rather than the age of their lifeline. At times such team members feel a need for change, having performed in similar job roles for more than a decade. In order to utilize the talent in the most optimum manner the organization came up with a "Create an Entrepreneur Program" by virtue of which 4 employees of the Sales Team were offered an opportunity to use their entrepreneurial flair and set up their respective distribution services company. The criterion for selection of these employees was solely based on their performance capabilities and a seamless track record of dedicated service with the organization. These 4 members then sought voluntary separation and made their initial investment to set themselves up as distributors of the organization. This one of a kind initiative proposed by the Chief Operating Officer, Mr. Muhammedi Miabhoy and approved by the Chief Executive Officer goes to reinforce the shared values of the organization whereby passion for creativity in business practices and creation of leadership is emphasized. These dedicated team members include. Syed Sadaqat Ali Abbas Masood Hashim Ali Mobin Ansari

The management rests assured that such initiatives will add further value to the working culture and HR practices of Tapal.

Newly Weds!
MANAGEMENT STAFF
Shakeel Abbas Ishrat Ali khan Amjad Hanif Imran Ali
Tea Quality Manager Tea Room Officer Executive Warehouse Planning & Budgeting Officer Finance 8-Aug-08 13-Aug-08 11-Oct-08 20-Dec-08

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