³ANALYSIS OF THE MARKETING PLAN OF TAPAL TEA MAINLY FOCUSING ON TAPAL DANEDAR´

Contents ACKNOWLEDGEMENT 4 EXECUTIVE SUMMARY 5 INTRODUCTION 6 PRODUCTION 7 HISTO

RY OF TAPAL TEA 7 MARKET SUMMARY 8 SITUATION ANALYSIS 8 MARKET SHARE PICTURE 9 C
OMPETITOR ANALYSIS 11 A commitment to quality 13 Brands 13 COMPANY ANALYSIS 13 B
rand Descriptions 14 TAPAL DANEDAR 14 Gulbahar 15 Tapal Safari 15
MARKETING SEGMENTATION 16 CONTINUOUS LEARNING ABOUT MARKETS 17 Pioneers of soft
packaging 17 MARKET TRENDS 18 MARKET GROWTH 18 Strengths 19 SWOT ANALYSIS 19 Opp
ortunities 20 Weaknesses 20 Threats 20 COMPETITION LEVEL 21 DISTINCTIVE CAPABILI
TIES 22 Organizational Processes 22 Skills and Accumulated knowledge 22 Coordina
tion of Activities 23 Assets 23 CRITICAL ISSUES 23 MISSION 23 MARKETING OBJECTIV
ES 23 TARGET MARKETING 23
MARKETING STRATEGIES 23 POSITIONING 24 MARKETING MIX 24 PRODUCT 24 PRICE 25 CHAN
NELS OF DISTRIBUTION 25 PROMOTION 26 ACKNOWLEDGEMENT
Countless thanks to ALLAH Almighty for giving us such extraordinary abilities an
d making us privileged enough to take part in such activities and all respects a
nd regards to Holy Prophet Hazrat Muhmmad (PBUH) for giving us the faith paving
us on the right path with the essence of faith in GOD We would like to thank our
teacher MR. JAWD SALEEM for his cooperation and help. He fully supported us thr
oughout the class. We express our heartiest gratitude to him. His cooperation ma
de this project a lot much easier. We would also like to express our heartiest g
ratitude to
MR. KHAWAJA MUSA , MARKETING MANAGER SERVICES TAPAL TEA PRIVATE LIMITED MR. ASIF
HR MANAGER NORTH TAPAL TEA PRIVATE LIMITED. Loads of thanks to our parents, who
were and are very supportive and cooperative at all times.
EXECUTIVE SUMMARY From the dimmest of history when around 2727 B.C. a few leaves
of a wild shrub tea blew into the royal bowl of boiling water being sipped by t
he legendary Emperor Shah Nung, known as the Divine Husbander as well as a patro
n of arts. Tapal Tea here brought tea from the royal bowl to the common man's cu
ps as the most sought after beverage the country over. Under the management of t
he founder's son, Faizullah A. Tapal, the company continued to grow and innovate
. Currently it is being managed by the founder's grandson, Aftab F.Tapal who has
continued giving further strength to the foundations of quality laid by his fam
ily. After studying abroad, Aftab F.Tapal returned to introduce professional man
agement and unique production ideas into the business. His progressive outlook r
esulted in the total automation of the tea plants in Karachi. Their motto "never
compromise on quality" remains the byword on the lips of all engaged in produci
ng Tapal Tea that has resulted in customer's brand loyalty and their unflinching
addiction. The testimony of their quality has made them the first tea company i
n Pakistan to earn the ISO-9001: 2000 Quality Certification, the
symbol of supreme quality standards. Pioneer of the Danedar category in Pakistan
, Tapal's Danedar remains a firm favorite around the country with its grape-nutt
y appearance, rich golden color and a strong refreshing taste. In fact its popul
arity is such that several multinationals have launched their own versions, but
Tapal remains the original and ultimate Danedar because of its unique color, aro
ma and taste. Color and a strong refreshing taste are its most significant attri
butes. Tapal is proud to have been a part of Pakistan's history since its incept
ion. As a company they have grown and flourished together with the great nation.
Founded by Adam Ali Tapal, the company first started marketing a number of qual
ity blends to Pakistani consumer market.through continuous innovation and resear
ch and development they gain a big share of Pakistani market. They still are gro
wing and hope to be a leader in a market in coming years. INTRODUCTION
DISCOVERY OF TEA In 2727 B.C Chinese Emperor Shen-Nung was boiling drinking wate
r when a few leaves of a wild tea tree blew into the royal bowl. He discovered t
hat the leaves imparted a delightful flavor to his water; and so it became his f
avored drink.
It is probable that tea was first cultivated in China, though it is possible tha
t 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 po
pular 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 e
nd of the 19th century, China still supplied the bulk of the world¶s 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 wor
ld trade. Ceylon (Sri Lanka) emerged as a tea producer in 1867 and Java (now par
t 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 Americ
a (Argentina, Brazil, Peru, Ecuador) and Africa (Kenya, Uganda, Tanzania, Malawi
, Rwanda, and Mozambique). Tea is generally considered the oldest prepared bever
age. Whatever its colour (black, green, yellow or white, depending on how it has
been processed), tea can be produced from three main varieties: camellia sinens
iss, camellia sinensis assamic and camellia seinensis cambodiensis. When the tea
tree grows under natural conditions, it is evergreen and can reach 10 to 15 met
ers, but when it is cultivated in gardens (the name given to tea plantation worl
dwide), its height is artificially limited to one meter in order to facilitate t
he pickers. Tea trees are grown mainly in tropical and subtropical regions with
humidity of 70 to 90 per cent. Rainfalls must be abundant and regularly distribu
ted throughout the year, with a yearly average of 1,500 to 2,500 millimetres.
PRODUCTION Leaves can be picked by hand or mechanically. Manual picking yields l
eaves of higher quality. Picking is generally done according to the maturity of
the leaves (from the top to the bottom of the tree, as a rule), and three levels
of quality can be distinguished: * Imperial picking involves picking only the t
erminal bud (Pekoe) and the first leave.
* Fine picking involves picking the terminal bud and the first two leaves. * Cla
ssical picking, the main technique used today, includes the terminal bud plus th
ree to four leaves. Because of the product's perishable nature, final processing
must occur as soon as possible after the leaves are picked, and special care is
required during transportation and storage. The average yield per hectare from
1990 to 2003 was around 1.2 metric tons, with yields in leading producing countr
ies being 1.4 tons per hectare in Sri Lanka and 2 tons per hectare in Kenya. Bla
ck tea is the only kind of tea that is subject to international quality regulati
ons. It is classified according to two main methods: orthodox and crushing/teari
ng/curling (CTC). Within both categories tealeaves are classified into sub-categ
ories, with the best quality represented by the pekoe and the condition of the p
ekoe and the lowest by the dust of leaves. HISTORY OF TAPAL TEA The journey of T
apal's remarkable success is the combined efforts of three dynamic generations o
f the Tapal Family. In 1947,
Tapal started out as a family concern under the personal supervision of its foun
der, Adam Ali Tapal. Against tough competition Adam Ali's unique blend, later na
med Family Mixture, became a hot favorite and eventually the largest selling bra
nd in the unorganized tea market. From this auspicious beginning, Tapal moved fr
om success to success introducing tea brands to suit every taste and pocket, sol
d from its
retail outlet in Jodia Bazar, Karachi. The quality of Tapal teas soon became leg
endary and people from all parts of Karachi started lining up at the outlet to p
urchase tea. For their convenience, Tea distribution was initiated to retail out
lets 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 g
randson, Aftab F. Tapal. After studying abroad, Aftab Tapal returned to Pakistan
to introduce professional management and unique production ideas to the busines
s. 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 i
n giving further strength to the foundation of quality laid by his family. Makin
g a modest beginning over half a century back, today Tapal has become the larges
t, 100% Pakistani owned Tea Company in the country. It has modern tea blending a
nd packaging factories,
warehouses equipped with state-of-the-art equipment and a team of highly dynamic
professionals headed by Aftab Tapal himself. SITUATION ANALYSIS
MARKET SUMMARY Tea is the cheapest and most popular beverage that is served at b
oth professional and social gatherings all over the world. In Pakistan it is cou
nted as a staple food item of common man and is an integral part of our culture
and heritage. Due to these causes Pakistan consumes an substantial quantity of t
ea. Tea is Pakistan's favorite hot beverage. Although efforts have been made to
cultivate tea in the mountainous areas, the projects could not achieve the desir
ed results. Under this scenario, tea imports rose from approximately US$ 120 mil
lion in 1998-99 to US$210 million in 1999-00, showing an increase of over 65 per
cent. Its imports were US$173 million in 2002-03.and still it¶s increasing. The a
bove chart shows that the total tea market present in Pakistan is 150,000 tons a
nd the organized market show 80,000 tons and the unorganized show 70,000 tons. H
ere organized depicts the market owned by the brands and unorganized depicts tha
t this portion is owned by the loose tea. The main competitor for organized tea
market is the unorganized tea market present in Pakistan. Almost
MARKET SHARE PICTURE
Our main focus is on organized tea market. Where different companies like UNILEV
ER and TAPAL are holding the main market share. Some other companies also presen
t in the market but having very low share of the market. · Unilever Pakistan limit
ed has 43% market share. · Tapal private limited has 41% market share. · Vital tea l
imited has 6% market share. · Tetley has 4% market share · The remaining 6% belongs
to other market share in the organized market.
Unorganized market also captures a good market share in the total tea market of
Pakistan. 70000 tons out of 150000 consumption is of unorganized tea.71% of tota
l population of Pakistan are living in rural areas. Due to illiteracy and lack o
f awareness they are consuming unorganized tea which is mainly affecting the org
anized tea market. Due to this they are enjoying a very big market share of the
total tea market.
Organized segment mainly depend on the imported tea. Mainly big players are impo
rting tea from different countries like Kenya, uk, Bangladesh. Last some year¶s im
ported figures for Pakistan is described in the chart below. Unorganized tea is
mainly smuggled from different neighbor countries of Pakistan. That¶s why it has a
large proportion in total consumption of tea in Pakistan which is 70000 tons of
total 150000 tons.
COMPETITOR ANALYSIS
The main competitor of Tapal is the Unilever Pakistan which has the 43% of marke
t share with its different brands as · Yellow Label · Supreme · Red Rose · Pearl Dust Ye
llow label has the sale volume of almost 10000 per ton and its other brand Supre
me with the lead 16000 per ton. Its lead is due to more rural and small towns wh
ich this brand is targeting. Overall the Unilever has the sale volume per ton of
almost 34000. A-one kark is also another brand targeted to the rural areas
COMPANY ANALYSIS
A commitment to quality "Never compromise on quality" has been the motto at Tapa
l since the very beginning. This commitment to quality has resulted in a high le
vel of customer satisfaction and unflinching brand loyalty. In December 1997, Ta
pal Tea became the first Pakistani Tea Company to earn the ISO-9001 certificatio
n: a symbol of the highest international quality standards. Again in December 20
00, Tapal acquired the ISO9001: 2000 certification, making it one of the first f
ew 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 emp
hasis on consumer requirements and satisfaction.
Brands The reason behind Tapal¶s success in catching the hearts of the consumers i
s that, it has always been close to them. This has been possible because of its
strong Brand Activation Activities. These activities have added a new dimension
to their marketing activities making them more attractive, exciting and interact
ive as possible. These activities not only reinforce Tapal as a national company
but also assist all its other brands in having their desired impact wherever re
quired. These activities are customized according the
brand requirements to achieve maximum results. Not only this, these activities a
lso provide the consumer with a 360-degree product experience, which not only he
lps in educating the consumer but also engages them to the brand. These activiti
es cover Outdoor Billboards, Event Marketing, Road Shows (floats, mobile kitchen
s etc), Rural Development Programs, Weekly Bazaars, and Merchandizing of the pro
ducts. Brand Descriptions TAPAL DANEDAR As evident by its name the blend consist
s of well made premium quality Kenyan BP1s (granules). Each component of Danedar
blend is carefully selected to provide a lovely looking leaf appearance that is
neat, black, grainy and fairly even. Danedar blend is an excellent combination
of lively taste and distinct flavor of world¶s best high grown teas, which produce
s satisfying cup of tea for the consumers who like aromatic/flavor tea. The most
important feature of this top quality Danedar brand is that the characteristics
of a brewed cup remain intact even after a long time.
Simply, Danedar is a powerful brand and a great value product and there is no re
al substitute of it. Gulbahar
Tapal Gulbahar, the Chinese premium quality Green Tea blend is the favorite gree
n tea among all age group. Due to its numerous
health benefits, Gulbahar has become the best selling Green Tea brand in Pakista
n. Tapal Gulbahar is also the first choice for the popular Kashmiri Tea consumer
s. Tapal Special Tea Bags The unique flavor of high grown leaves especially sele
cted from the finest tea gardens in the world make Tapal Special Teabags a treat
at any time. The combination of an extra strong blend with the convenience of e
nvironmental friendly metal-free tea bags has made Tapal Special an instant hit
with consumers. Tapal Safari Tapal Safari is a tea which is serving its consumer
base for almost past one decade it is made from the finest Kenya leaf teas and
provides extra cup page of great tasting tea to the consumer. Tapal Safari chai,
with its new Lion theme, is aimed at adventurous, brave and for those who prefe
rs to have a strong cup of tea. Tapal has 9 brands. Its sales volume per ton is
32000. Danedar is the brand with the high sales revenue and specially against th
e yellow label. Following brand is Mezban with the most 8500 per ton specially f
or the area of Sindh province. Family mix, tezdum, chainak are the following one
with some different sales revenue and different markets as well. MARKETING SEGM
ENTATION As a whole when we see the market of tea in Pakistan, although it is no
t 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 potent
ial of each brand in each segment define by the company. They clearly look at th
e nature and extent of diversity of buyers needs and wants in a market. This thi
ng
offers a great opportunity for Tapal to focus its business capabilities on the r
equirement of one or more groups of buyers. The main objective of this segmentat
ion is to examine differences in needs and wants and to identify the segments wi
thin the product market of interest.
CONTINUOUS LEARNING ABOUT MARKETS In order to survive in the market you must hav
e continuous learning about the market. Tapal did it very efficiently as their i
nnovation shows this. They have the ability and they utilize it beautifully. The
ir continuous learning make them a real competitor against an international reco
gnize brands like supreme, lipton etc. Tapal Chai Family Mixture is the pride of
Tapal developed by the forefathers in 1947 and thus creating a new category of
Mixture in the tea market. It is the blend that started the Tapal success story,
and now other tea companies are following Tapal¶s footsteps by entering the marke
t with similar blends. Danedar Leaf Blend Pioneer of the Danedar category in Pak
istan, Tapal¶s Danedar remains a firm favorite around the country with its grape-n
utty appearances, rich golden color and a strong refreshing taste. Tea is part o
f culture in this region and now Tapal has become an integral part of this tradi
tion with an unparalleled grace of its own. Pioneers of soft packaging
Technology is also harnessed at Tapal to benefit the consumer. From the very beg
inning, Tapal realized the importance of importing innovative technologies such
as the soft packing
process. A fully automatic facility was established where soft packs were produc
ed 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 cos
ts economical. The success of these soft packs has been such that other tea comp
anies have also followed Tapal's lead and launched some of their brands in soft
packaging. And their other innovations are · The first to introduce soft packs in
the country. · The first tea company to introduce metal-free tea bags. The first t
o 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 Blen
d.The first to market Kenya teas in Pakistan. · The first tea company to be awarde
d the ISO 9001/2000 Quality Certification As 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 exch
ange and is a significant step towards self-sufficiency. Tapal is also the 1st n
ational tea company to export tea to the UAE, Canada and USA. This is again a pi
oneering step towards increasing value-added exports and is also a fast developi
ng source of foreign exchange for the country.
Their R&D department making great innovations in the tea industry. Which really
making Tapal now soon as a leader in the organized tea market of Pakistan. MARKE
T TRENDS Trends are now changing. If we see the consumers of tea firstly they ar
e using or you can say addicted of the generic tea which is the black one but no
w the trend is changing. Consumers now want something different in taste now as
the competition is getting higher. Consumer of tea wants some new flavors in tea
because now their taste is changing as the time is changing so trend is changin
g in the market. And Tapal utilize this trend very accurately as their innovatio
ns show us everything. Tapal meezban, tanedar, safari, and specially round metal
free tea bags and last but not the least Tapal ice tea shows that as the trend
is changing in the market Tapal also using this trend in the form of new innovat
ions. MARKET GROWTH Industry is now on the maturity stage. Large players has est
ablished their brands in the market and enjoyed huge profit margins. Now they ar
e looking towards product differentiation and multi segmentation because consume
rs are now more taste conscious and looking for variety available to them in a t
ea market.
SWOT ANALYSIS
T The industrial swot analysis of the tea market is as under
Situation Analysis
/ Internal Analysis \ External Analysis /\ /\ Strengths Weaknesses Opportunities
Threats | SWOT Profile
The internal and external situation analysis can produce a large amount of infor
mation, much of which may not be highly relevant. The SWOT analysis can serve as
an interpretative filter to reduce the information to a manageable quantity of
key issues. The SWOT analysis classifies the internal aspects of the company as
strengths or weaknesses and the external situational factors as opportunities or
threats. Strengths can serve as a foundation for
building a competitive advantage, and weaknesses may hinder it. By understanding
these four aspects of its situation, a firm can better leverage its strengths,
correct its weaknesses, capitalize on golden opportunities, and deter potentiall
y devastating threats. Strengths The strength of the company would be the innova
tion and the high quality products. Because of these the company is able to surv
ive in the market and still earning a good market share comparing to its competi
tors. Opportunities
One of the greatest opportunity that Tapal has its huge market which is increasi
ng as the population is increasing. Tea has become a staple product in Pakistan
which cannot be denied at 20 to 60 year of age. Per capita consumption is almost
1kg according to a recent research in Pakistan. Weaknesses No major weaknesses
were mentioned by the authorities of Tapal but its intense competition as our an
alysis is one of their weaknesses as to stay alive against a giant as Unilever a
nd the other one new entrant as Tetley. Threats One of the major threats that Ta
pal has it is its area of the market which is not educated and it is using the l
oose tea which may not be good for their health as well. Tapal claims that it is
not possible for them to create such a big awareness for them but the
Government should play his role so that these people should have some awareness
of the imported loose tea. Internal Factors Management Strengths Weaknesses
Experienced, broad Large size may base of interests lead to conflicting and know
ledge interests Differentiated, Variation in products Diverse, and local awarene
ss So much product lines but still not able to knock out loose tea. May lose foc
us, may not be segmented enough Possible conflicts due to so many people, possib
le trouble staying focused High expenses, may have trouble balancing cashflows o
f such a large operation Sometimes they conduct research but the advantage is ta
ken over by small competitors.
Product Line
Marketing
Personnel
Very experienced, high knowledge
Finance
High sales revenue, high sale growth, large capital base Continuous efforts to r
esearch trends an reinforce creativity
Research & Development
External Factors
Opportunities Increase in the population Distinctive name, product and packaging
in with regards to its markets Maintenance of proper website which subscribes a
nd provides information regarding long production line. Consumer income is high
for the danedar class
Threats Illiterate people go for loose tea which is substandard as well Intense
competition can pay so they have to keep eyes open
Consumer/Social
Competitive
Technological
Competitors are global leaders so they have more technology as compared to Tapal
Very elastic demand, almost pure competition
Economic
COMPETITION LEVEL
DIRECT COMPETITION of Tapal tea is with lipton yellow label tea. Indirect compet
ition of Tapal is with coffee, loose tea and other flavoured teas. Generic compe
tition includes all the generic products which can fulfill consumers generic nee
ds. Last one is budget competition that includes the alternatives. The following
diagram shows the level of competition of Tapal danedar.
DISTINCTIVE CAPABILITIES
Distinctive capability varies according to the products as it goes with the tea
industry Organizational Processes Tapal danedar tea has very effective research
and development through which they are having very innovative brands with produc
tion efficiency. Skills and Accumulated knowledge Tapal danedar has developed im
pressive skills in operating its business model at very high quality accumulated
knowledge has guided management improving business design overtime Coordination
of Activities Coordination of activities among different departments is the ess
ence of tapal danedar. Research and development supports other departments to ha
ve controlled and timely production. Assets People inside the organization and T
apal itself brand names are assets of the company. CRITICAL ISSUES Tapal claims
as the high percentage of illiterate people does causes a problem for them as th
ese sort of people does not know about the problems in the loose tea. A major po
rtion of the market which is a low level class goes for the loose tea as they do
not know the low quality of tea used in it which can be a threat for their heal
th. MARKETING STRATEGIES
MISSION ³To satisfy our stake holders as a guiding principle in our principle be a
benchmark for quality, creativity and ethical values.´ MARKETING OBJECTIVES The o
bjectives of the marketing plan are strategically centered around 3 criteria · To
create a strong consumer awareness against unorganized tea product, · To establish
a wide brand recognition through the capture of market shares in the multi segm
ent, and · To become the top market leader in that particular segment within the s
trong research and development.
TARGET MARKETING The target market is that they are defining for our brand Tapal
Danedar is the A class and B+ class. The target of this brand is the urban area
s of the country and along with the use in offices and business class as well. T
apal danedar is basically the one to one competitor against Lipton yellow label.
The class and geographical location we can say is almost same for both the bran
ds. POSITIONING TO A class and B+ FOR TAPAL DANEDAR DIFFERENTIATION DANEDAR TEA
MARKETING MIX PRODUCT The core o Tea Beverage The actual product o Packaging and
labeling: see figure in front o Branding: red color, aspect of refreshing, hard
pack and soft pack both. o Trade name: Tapal Danedar, a TAPAL product o Brand p
ersonality Freshness, Healthy, Innovative, etc. o Brand equity: Tapal Danedar pr
ovides a quality, consistent, innovative and accessible tea reputation. Marketin
g considerations Product life cycle: Tapal danedar is a product at its maturity
level so they are finding new multiple segments to differentiate themselves. PRI
CE The pricing strategy that they are following for Tapal is cost oriented as th
e price that tapal is taking is comparatively low then its main competitor Yello
w label tea. The price going for some products are 200 grams Tapal Danedar Hard
Pack 80rs.
400 grams Tapal Danedar Family Pack 155rs. Prices for Lipton Yellow Label Tea 20
0 grams Yellow Label 95rs. 500 grams Yellow Label 235rs. So its price we can say
that varies according to cost and even in high quality which they are claiming
their price is low as compared to Yellow Label Tea. CHANNELS OF DISTRIBUTION Man
ufacturer ------à Distributor---------à Retailer -------àConsumer The channel of distr
ibutions according to this brand Tapal Danedar is simply as shown by the diagram
as manufacturer to distributors who vary according to geographical dispersion a
nd then to retailer to final consumer. Tapal has a great channel of distribution
not only to this brand but also all other brands that vary geographically accor
ding to consumer needs. TAPAL has 5 main warehouses in Pakistan which are locate
d in the following cities. 1. KARACHI 2. HYDERABAD 3. SUKHUR 4. MULTAN 5. RAIWIN
D
From these warehouses the product move to the distributors as only in north they
have 207 distribution channels. And from these distributors the product move to
the next, which is retailer and then to the consumer. This is also one of their
strengths that they have a strong distribution channels. PROMOTION Objectives T
o make the brand remind the consumer as much it could be. · Tapal is using both BT
L and ATL for the purpose of promotion. · Through BTL Tapal is focusing on display
racks, sign boards etc. mainly placed to different retailers for heavy promotio
n against their competitors. · The specific term used by TAPAL is the MODERN TRADE
so that they have an eye contact of the product with the customer. In this they
are using shelves to display their product in big stores like ALFATAH, HKB, and
JALAL SONS. · Through ATL Tapal is focusing on broadcast and print media promotio
n by placing ads on T.V and placing newspapers ads as well.
MARKETING RESEARCH
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 sense
s 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 experience
d tea taster of the country and is recognized as a qualified tea specialist worl
dwide. Tapal's tea managers have been trained at home and abroad in this very ri
gorous and specialized discipline, and have frequently travelled to leading tea-
producing countries searching for better teas.
Tapal is a research-oriented company. It subscribes to and conducts various rese
arches in the area of retail audits, consumer behavior, media planning and produ
ct development. This research is used for continuous improvement in product qual
ity, brand positioning and communication according to the changing requirements
of the consumers. Consistency and quality are the two keystones of Tapal's produ
ction policy, and the Quality Control Department at Tapal ensures that flavor an
d freshness is never compromised. That's why all the brands, whether Danedar, Ta
pal Special or Tapal Family Mixture, always taste exactly as expected; retaining
aroma and freshness till the last sip. Research on the Hard Pack According to t
he marketing manager service he conducted a research at different big cities of
the country so that to analyza consumer behavior. By this research many classes
were taken over in 12 different sessions. By this research first they showed the
ad of Tapal and then ask about their thoughts and feelings related to the ad. T
he target market is housewives from different classes and on the basis of this r
esearch tapal concluded that
they have to launch a hard pack of Tapal Danedar. As its target market was not c
omfortable to use the soft pack due to the status problem. Now after the launch
tepal claims that it is difficult to fulfill the market need of hard pack due to
high demand.