PRESENTATION PRESENTATION ((MMarketing Management)arketing Management)

Sajjad Hussain Sajjad Hussain Class no 87 Class no 87

BBA 5thBBA 5th

(IBMS)The University of (IBMS)The University of Agriculture Peshwar Agriculture Peshwar

Given by: Given by: Sir Atif UllahSir Atif Ullah

Analyzing & Evaluating Marketing Strategies of TAPAL

Industry AnalysisIndustry Analysis Situation AnalysisSituation Analysis Company AnalysisCompany Analysis Brand DescriptionBrand Description Competitor analysisCompetitor analysis SWOT AnalysisSWOT Analysis Marketing MixMarketing Mix

INDUSTRY ANALYSIS

Discovery of Tea

First cultivated in China (Chinese Emperor Shen-Nung )

Taken to Japan in 800 AD Introduced in England in

1660 AD China the World’s Tea

supplier (In 1886 supplied 136 million kg)

India produced 40 million kg

Discovery of Tea

History of TAPAL Tea TAPAL Family

(Founder Adam Ali Tapal) First Retail Outlet

(Jodia Bazar, Karachi) Faizullah A. Tapal

(Founder’s Son) Aftab F. Tapal

(Founder’s Grandson & Present CEO of TAPAL Company)

SITUATION ANALYSIS

Market Summary

Total Tea Market present in PAKISTAN(150,000 Tons)

Organized Market(80,000 Tons)

Unorganized Market(70,000 Tons)

Market Share

COMPANY ANALYSIS

Mission Statement

“To satisfy our stake holders as a guiding principle in our principle be a benchmark for quality, creativity and ethical values.”

Marketing Objectives

 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 segment, and

 To become the top market leader in that particular segment within the strong research and development.

DISTINCTIVE CAPABILITIES

Commitment to Quality

Never compromise on Quality

In December 1997, Tapal Tea became the first Pakistani Tea Company to earn the ISO-9001 certification

Again in December 2000, Tapal acquired the ISO9001: 2000 certification

Pioneers of…

Soft Packs Metal free Teabags Provide jobs saving country’s

valuable foreign exchange. 1st national tea company to

export to UAE, USA and Canada.

Marketing Kenya teas in Pakistan

BRAND DESCRIPTION

Brands

BCG Matrix

Target Market TAPAL has different target market for

its brands The target of TAPAL DANEDAR brand

is the urban areas of the countryUse in offices and business class Tapal daneder is basically the one to

one competitor against Lipton yellow label

The class and geographical location is almost same for both of the brands.

COMPETATIVE ANALYSIS

Major Competitors Unilever Pakistan which has the 43% of

market share with its different brands:

Other Tea Brands:

SWOT ANALYSIS

Strengths

Continuous innovation First to introduce soft

pack Export Strong R&D team Good brand awareness

Weaknesses

Position its tea abroad Import of products Sales on cash Tight quality control

Opportunities

Market growth of the tea-bag market

Duty free tea import from Sri Lanka and Bangladesh and India

Green tea market is growing

Some market are not yet explored by competition

Threats

Strong marketing campaigns of Unilever

Climatic conditionsHigh import dutiesThe unstable rules and

regulation of the government

MARKETING MIX

Product (TAPAL DANEDAR)

The Core: Tea Beverage

The Actual Product: Packaging & Labeling Branding Trade Name Brand Personality Brand Equity

Price (TAPAL DANEDAR)

Pricing Strategy: Cost Oriented

Less Prices Than Competitor: 200 gm Tapal Danedar

Hard Pack Rs 80. 200 gm Lipton Yellow

Label Rs 95.

Channel of Distribution (TAPAL DANEDAR)

Distribution Channel: Manufacturer

------ Distributor---------Retailer --------Consumer

Warehouses in Pakistan: 1. KARACHI 2. HYDERABAD 3. SUKHUR 4. MULTAN 5. RAIWIND

Promotion (TAPAL DANEDAR)

ATL: Focusing on broadcast

and print media promotion by placing ads on T.V

BTL: Focusing on display

racks, sign boards etc. mainly placed to different retailers for heavy promotion against their competitors.

THANK YOU!