DeliveriDeliveringng

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Best Practices atTapal Tea

The FutureThe FutureThe FutureThe Future

SYNERGIZE

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Presentation Overview Introduction to TapalIntroduction to Tapal

Case Study: Case Study: Tapal Danedar Hard Pack LaunchTapal Danedar Hard Pack Launch

Synergize Market and Consumer Research, Plant Change

over, Alignment of Production, Supply chain, Sales & Marketing and the launch event.

Empower Individual ownership at each level of the

organization

Engage Internal and External Consumers, Stake holders

and trade….

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Tapal Tea (Pvt.) Ltd. Serving Tea to a Nation since 1947

The House of Leading Brands such as,

Tapal Mezban, a Leader in the Dust Category,

Tapal Danedar crowned as the “Biggest Tea brand in Pakistan”*

Tapal Ice Tea, the first Ice Tea brand to be marketed in Pakistan.

* As per the Brand Elections 2010 research conducted by MEMRB Pakistan

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Tapal DanedarTapal Danedar … …A Journey fromA Journey from Soft PackSoft Pack toto Hard Hard PackPack

Available in Jars, Pouches, Teabags and Soft packs

Hard Pack format launched in August 2008

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SynergizeSynergize Total Quality Lead Team consisting of

Production, Supply Chain and Sales and Marketing.

All Agencies, Vendors, Suppliers, Technical and Production Staff, Distributors, and Other Support Departments aligned as ONE.

TIMS – Tapal Integrated Management System as the lead Process Owner

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EmpowerEmpower

Production Team

Upgrading Capacity Plant and Machinery Sourcing and

Installation Training and Development

Test Runs Production

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Logistics and Supply Chain Logistics and Supply Chain TeaTeamm

Pack Designs

Packing Materials

Vendors

Machine Ability – Compatibility of Packs with Machines

Logistics and Distribution

Warehousing

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Sales Sales TeaTeamm

Sales Planning and Forecasting

Internal Consumer Alignment

Briefing of Plan to Distribution Force Storage, Distribution, Shelf Space and

Display

Market Dry-Out

Smooth Rollout with Minimal Stock Returns

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Marketing Marketing TeaTeamm Transformation of Soft

Pack to Hard Pack with the use of following vehicles

Sales Briefing Sessions Pack Revealing Ceremony Press Conference Press Advertisement Tactical TVC Airing Radio Commercial Airing POS Support Bill Board Advertisement Shop Signages Moving Pack Dummy

Float Instore Branding SEE

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SR # Jobs at Hand Responsibility Status Timelines

1 Liquor shots for Plasma TV's EventfulAgency has handed over the liquor shots to Eventful

2 Press Wall Brand/AgencyBrand Team has handed over the print ads to the agency for further action

Friday, 27/06/08

3 Back Drops for exit (pack shot based) Brand/AgencyAgency has shared options for the 2 back drops, Brand Team to provide feedback

Friday, 27/06/08

4 Back drops for the 4 lounges Brand/AgencyAgency to show options for the lounges backdrop

Friday, 27/06/08

5 Floor design for the lounges Agency/Eventful Agency to propose floor designs

6 Main Stage backdrop Brand/AgencyAgency has shared back drop design, Brand Team to provide feedback

Friday, 27/06/08

7 Props for lounges Agency/Eventful Both the agencies will coordinate for props

8 Lounge name tag Brand/AgencyAgency has shared name tags, Brand Team to provide feedback

Friday, 27/06/08

9 Dresses for Ushers Eventful/BrandEventful will share the dresses before the launch ceremony

10 Dresses of Performers Brand/Agency/EventfulEventful will share the dresses before the launch ceremony

11 VO for the pack revealing Brand/AgencyVO has been shared by the agency, Brand Team will provide feedback

Friday, 27/06/08

12 VO behind the performers Brand/Agency Agency will share the VO Friday, 27/06/08

13 Montage Eventful/BrandMaterial has been handed over, Eventful to revert back

14 Pointers for MC (Do's & Don’ts) Eventful/BrandMC will be briefed about it before the launch ceremony

Extract of Launch Ceremony Extract of Launch Ceremony Planning GridPlanning Grid

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A CP was rolled out to facilitate the transformation from Soft Pack to Hard Pack

The CP was put forward with the following Support

Tactical TVC Airing Radio Commercial

Airing POS Support Bill Board

Advertisement

Consumer Promotion on the New Hard PackConsumer Promotion on the New Hard Pack

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Engage

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Karachi Lahore

Islamabad

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The The AchievementsAchievements

The Synergized conversion made the process much faster as all effort were timely synchronized with the ultimate objectivity of enhancing The Consumer’s end experience

By Empowering, Each process executer, at all levels, took Ownership to achieve results beyond expectations

By Engaging all stake holders, Excellent pool of Ideas and cost saving measures were developed which made the process outshine

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