Tapal Marketing Strategies

Faizan AkhtarShahbaz Bin AyazSyed Akmal Aftab

Submitted To: Saeed Mujahid

Submitted By:

SEGMENTATION MARKETING1.GEOGRAPHIC

Country regio All

World region or country Pakistan

Density Urban, Rural

Climate Any

3.BEHAVIORALOccasion Any

Benefit sought Flavor, easy availability, brand status.

Loyalty status Significantly high

Readiness stage Conviction and purchase

Attitude towards product

Enthusiastic, positive.

2.DEMOGRAPHIC

Age 18-35.35-50,50-70,70&up

Gender Both male and female

Family size Nuclear family size

Family life cycle Young, single married, no children, married with children

Income 8000 and above

Income group Middle, upper middle and high class.

Occupation White collar and service workers

SUGGESTED UPGRADE FOR SEGMENTATION

Over the years the trend of drinking tea has increased amongst teenagers. Some 6- 7 years ago teenagers were more

interested in cold beverages such as soft drinks and juices but now the trend has changed and teenagers prefer to drink tea so Tapal can segment the market in terms of teenage tea drinkers enabling it to serve this segment by using applying its brand in such a way that it seems appealing to this its young customers.

In every city there are particular areas where most of the high-income group people reside. For instance in our city Karachi,

the areas of Clifton, Defence, K.D.A etc are assumed to be the elite areas occupied by the high income class.

SUGGESTED UPGRADE FOR SEGMENTATION

Tapal has currently not segmented the market for special occasions. But it should do so as the consumption of tea increases on occasions such as Eid, Basant and during the monsoon season for people tend to drink more. This occasional segmentation will result in increase of sales plus customer satisfaction

TARGETINGTAPAL HAS target different market segments through different brands

it is marketing. Tapal’s Organogram includes Tapal Family Mixture, Tapal Danedar, Tapal Tez Dum, Tapal Safari Chai, Mezban Premier Dust ,Chenak Dust and Tapal Jasmine Green Tea, Tapal Safari Kenya leaf

Tapal Family MixtureThe family mixture is targeted for joint family system which

still prevails in PakistanTapal Tez DumThis brand is targeted for segment who like strong cup of

tea. Like in one Tapal Tez Dum advertisement its statement is “ Tapal tazdem lagay tha ker ke”

TARGETINGMezban Premier Dust A full-flavored dust that delivers high quality at a very

economical price, Mezban Premier Dust is the blend for consumers who prefer tea with a strong flavor & taste. Originally developed for tea shops (dhabas), Mezban has become a favorite amongst household consumers as well. It is the most popular brand of tea in Sindh.

Chenak Dust Highly popular in Sindh, Chenak is known for its extra

strong flavor, color and taste. As a result of these features and high quality of tea it is No.1 in its category

TARGETINGTAPAL DANEDAR AND DANEDAR TEA BAGS

TAPAL basically has targeted the urban areas and has concentrated on the upper and middle classes {preferable age group ranging from (18 – 45)}. Therefore despite the fact that it uses a mass marketing approach it can easily be denoted that this product is catered to a particular segment. Even in its marketing approach for TAPAL, the product is presented in a different way for instance the teabags are targeted toward the upper high class, while soft packs and jar packs are targeted for middle and middle lower class. Today as both men and women consume equal amounts of tea the age group segment selected for Lipton is between (18 on ward), for they want to target those people who are young, trendy, cosmopolitan, hip, and cosmopolitan.

POSITIONINGTo position TAPAL in the market a list of differentiation

variables such as its form, features, performance, conformance, services, media and events have been applied. These are further discussed below:

Form Differentiation TAPAL DANEDAR they form a different product line

which was a very successful . Basically the company provides the differentiation for its tea by claiming that it tends to be thicker than other brands and contains no dust for it is the finest available blend being called as danedar.

POSITIONINGFeatures DifferentiationSince its claimed that TAPAL is thicker than any

other brand other features need to be attached too such as its taste which tends to be lighter than most other teas, the smell is known to have its own distinctive aroma and its brightness tends to be relatively higher than the others.

Performance DifferentiationIn this aspect of differentiation TAPAL differentiates

itself on quality of its product by proving that their product is more refined, and hygienically processed and packed.

POSITIONINGConformance DifferentiationTAPAL has high conformance for Tapal, for

they claim to use the best possible blend available and because of their international nature are required to maintain this characteristic of their product through out.

MARKETING MIXPRODUCTAfter Tapal’s unique Family Mixture became Karachi’s argest

selling brand, the company was encouraged to innovate further. As a result an entirely new category brand called Danedar was created and launched. Tapal Danedar became the country’s largest selling tea brand with a loyal following, which shows that Tapal has been successful in creating a strong Brand Image amongst its consumers.

PRICETapal people never wanted to compromise on quality so they

adopted value based pricing. As Tapal specifically catering to different segments of the market so its prices are based on its effective value to customers relative to other products. Also the prices are different for different SKU’s.

MARKETING MIXPLACE

In the beginning the company sole aim was to capture the tea market of Karachi, as they were already in tea business here, only and then strategically build there network to other cities of Pakistan.

Tapal Danedar and Family Mixtures to more than 140,000 outlets in Pakistan, which include superstores, department stores, general stores, medical stores, paan walas, grocery stores, merchants, etc. Grocery stores and merchants together provide 80% volume of the tea sales.

MARKETING MIXPROMOTION

•   Electronic MediaInitially, the company relied heavily upon print media but this trend is changing now because of the in customer’s life style. Right now, company is doing intensive advertising through networks. In their advertisement they hire the services of renowned celebrities.

•   Tapal and MusicWith the view that the younger generation will be Tapal's future customers, Tapal is actively supporting the fast developing music industry in Pakistan. It has sponsored the leading singers in Pakistan and actively participates in music concerts.

•   Sales Promotion StrategiesThe company is running different sales promotional schemes at different times of the year depending on the sales of the company.

PRODUCT LIFECYCLE Tapal is home base company . It is competing with Lipton which is at declining phase of product life cycle.Currently tapal is at maturity phase of

product life cycle and tapal impressive marketing strategies will retain tapal at maturity phase for decade of decades.

Time

Sales

Introduction Growth Maturity Decline

Lipton

Tapal

Supreme

Tetley

PRODUCT LIFECYCLE

Time

Sales

Introduction Growth Maturity Decline

Lipton

Tapal

Supreme

Tetley

THE PROMOTIONAL MIXTAPAL tea brings people together, in times

of joy and in times of pain. Our lives center around it, weather it is the evening tea enjoyed by family or spontaneous tea parties with friends. For some, their day can not begin without a cup of tea, and for others nothing else completes it.

Brand of TapalThe reason behind Tapal’s success in catching the

hearts of the consumers is 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 interactive as possible.

DanedarDanedar blend is an excellent

combination of lively taste and distinct flavor of world’s best high grown teas, which produces 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 real substitute of it.

Family MixtureFamily Mixture is a blend of high

grown Kenyan primary leaf and dust grades, which are carefully selected for their rich color, distinct flavor and a bright golden lively appearance.

The leaf and dust grades enhance a faster infusion guaranteeing the consumer a rich strong flavory cup within a quick brewing time.

Only Kenyan tea leaf with very low moisture content is selected for Family Mixture in order to guarantee a long

shelf life and a longer liveliness

period of the brewed tea.

TezdumTapal Tezdum with the fine

looking leaf appearance is specially designed for those consumers who like strong and aromatic flavoury cup.

A superior blend of high liquoring premium quality Pekoe Fanning Tea that produces quick liquoring, thick and coloury cups.

Mezban DustTapal Mezban Dust has an attractive leaf appearance, which is neat, black and grainy. It is the finest quality dust blend which is carefully selected for its quick liquoringcharacteristics. Only high grown Kenyan teas are used for this blend due to their high concentration of flavour and strength.  has a smooth, thick and full cup with an irresistible aroma making it a perfect cup at any time of the day.  A small quantity of Mezban Dust produces several cups, which makes it both suitable for domestic use but even more for the hot tea shop consumers who prefer a quick strong bright cup. It gives more cuppage and stays lively long after it has been brewed.

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