Tapal Final for Ppt
-
Upload
sth-hussain -
Category
Documents
-
view
1.235 -
download
22
Transcript of Tapal Final for Ppt
VISION STATEMENT
•To provide value and quality to our consumers, our aim is constantly to provide world class service for our customers, deliver value for our products and make Tapal is a great place to work for our employees. We aim to have a reputation for innovative thinking in the areas that matter to our customers•To become a global brand. •To be an innovative, marketing and research oriented company.
MISSION STATEMENT
• To provide a value added service to our customers with quality, reliable, and world-class service. Customer satisfaction is our number one priority.
OBJECTIVES
• To transform our competencies into the best advantage for our
clients.• To offer quality services with integrity, expertise and
professionalism to enhances• our client's operation.• To offer personalized services according to the clients need.
SWOT ANALYSISSTRENGTH•Tapal is one company that is catering to the needs of all segments of the society. •Export•Tea cultivation•Strong R&D team•Brand sponsored shows such as musical concerts and cricket tournaments.•Good brand awareness in the local target market.•Danadar, Family mixture and wide range of veriety•Karachi’s largest selling brands
SWOT ANALYSIS
OPPORTUNITIES• In the long run there is going to be a lucrative market for Ice-Tea and flavored tea.• The market growth of the tea-bag market because of it being easy to use.• Customers are more attracted towards strong taste and quality of tea offered by
tea providers.• There are markets in Punjab, N.W.F.P and Baluchistan, which are not as yet
explored by competition.• Duty free tea import from Sri Lanka and Bangladesh and India.• Green tea market is growing.• Research and development (Northern Areas)• Exports ( USA, UAE, CANADA)•
WEAKNESSES• No major weaknesses were mentioned by the authorities of Tapal but its intense
competition as our analysis is one of their weaknesses as to stay alive against a giant as Unilever and the other one new entrant as Tetley.
• • It is a major hurdle for Tapal to position its tea abroad in the minds of the
consumers and encourage them to indulge in brand switching.• Have to import some of their products from other countries, which increase their
costs.• Most of the sales are on cash, problem for the distributor then they can switch to
competitors.• Tight quality control procedures lead to higher costs and its time consuming and
often discontent the suppliers.• Tapal Safari Kenya leaf (wrong positioning)
SWOT ANALYSIS
THREATS• One of the major threats that Tapal has it is its area of the market which is not
educated and it is using the loose 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.
• Strong marketing campaigns of Unilever makes it extremely difficult for Tapal to counter-attack because of low budgets.
• Unilever as a more established brand name than Tapal world wide.• High import duties encourage smugglers of tea to grow.• The unstable rules and regulation of the government hinders the tea companies.• Due to climatic conditions, when the weather of Pakistan is mostly hot; consumers
would prefer soft drinks over tea.
SWOT ANALYSIS
COMPETITIVE STRATEGY WHEN TAPAL WAS LAUNCHED
• GORRILA ATTACK• FRONTAL ATTACK
MARKETING ENVIRONMENT
MACRO ENVIRONMENT
• Social and Cultural Forces• Political and Legal Forces• Technological Forces• Economic Conditions
MICRO ENVIRONMENT
• Distributors & Sales• Competitors• Suppliers• Internal Public• Financial Public• Government Public
SEGMENTATION, TARGET MARKETING AND MARKET POSITIONING
• Tapal’s consumers can be segmented on the basis of income strata. Class A: • It consists of consumers who have disposable monthly incomes of
Rs. 20k.Class B:• It consists of consumers who have disposable monthly incomes
between Rs. 20k & Rs. 12kClass C: • It consists of consumers who have disposable monthly incomes
between Rs. 12k and Rs. 8k.
SEGMENTS
Geographic
Country region All
World region or country Pakistan
Density Urban, Rural
Climate Any
Behavioral
Occasion Any
Benefit sought Flavor, easy availability, brand status.
Loyalty status Significantly high
Readiness stage Conviction and purchase
Attitude towards product Enthusiastic, positive.
SEGMENTS
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
CONSUMER BUYING BEHAVOUR
TAPAL Age Occupation Lifestyle End Users
Tapal Danedar 25-65 House wives Housewives Households/offices
Tapal family mixture25-50 House wives
Female who pride themselves in family values & cohesiveness.
Households
Tapal safari chai 18-30 Athletes Young, adventurous & energetic individuals
Athletes
Mezban premier dust 13-75 Housewives Interior Sindhi families who pride in smooth house hold running, family bondage, hospitality, 'mehman nawazee' & quality servings
Dhabbas/ Households
Tapal special teabags 18-35 Professionals Active, busy & working consumers younger in age who seek convenience & in their busy lifestyles
Travelers/ workplace
CONSUMER BUYING BEHAVOUR
TAPAL Age Occupation Lifestyle End UsersJasmine green tea 22+ House wives Health conscious,
dieting females.
Households/ Offices
Tezdum 25+ Farmers/Athletes Vigorous/energetic Dhabbas/ HouseholdsChenak Dust 25+ Housewives/ Blue-collar
workersStrong Households/ Offices
Ice tea 18-35 Students Outgoing, active Restaurants/cafes
PRODUCT
Product Line
• Safari Kenya Leaf• Tezdum• Tapal Danedar• Tapal Family Mixture• Chenak Dust• Tapal Mezban• Tapal Special Tea Bags• Tapal Ice Tea• Jasmine Green Tea
PRICING
PRODUCT SIZE PRICE (IN RS)Safari Kenya LeafTezdumTapal DanedarTapal Family MixtureChenak Dust
Tapal Mezban
Tapal Special Tea Bags
Tapal Ice Tea
Jasmine Green Tea
VALUE DELIVERY NETWORK
Raw materials imported Kenya and grown locally
Production of the
tea(Factory)
Wholesalers RetailersRetailersConsumersConsumers
DISTRIBUTION STRATEGY
CITY PERCENTAGE
Karachi 14%
Lahore 34%
Islamabad 18%
Sukkur 22%
Hyderabad 12%
DISTRIBUTION STRUCTURECOMPANY
DISTRIBUTORDISTRIBUTOR
WHOLESELLERSWHOLESELLERS RETAILERSRETAILERS
UNIVERSITITESUNIVERSITITES RESTAURANT/INSTITUTIONSRESTAURANT/INSTITUTIONS
OFFICESOFFICES HOUSE HOLDSHOUSE HOLDS
END USERS/APPLICATION
OF THE PRODUCT
END USERS/APPLICATION
OF THE PRODUCT
PROMOTIONAL STRATEGIES
• Advertising• Public Relations• Personal Selling• Direct Marketing• Sales Promotion• Sales Force