Objective: To Exhibit The Marketing Plan Of Tapal Ice Tea.

Presentation by : Saad Bin SamadAamir Jeevani

Fajim ThebaFarhan Fayyaz

Umme Ammara

COMPANY INTRODUCTION

Celebrated its 63rd anniversary in 2010First shop was in Jodia Bazaar

Founder: Adam Ali Tapal100% Pakistani owned Tea Company in the

countryModern tea blending and packaging factories

A COMMITMENT TO QUALITY

TAPAL'S QUALITY POLICY The Management and the employees of Tapal Tea (Pvt.) Ltd.

are committed: To produce products that meet the customer's

requirements & expectations. To fulfill the requirements and effectiveness of the quality

management system through continual improvements. By constantly reviewing / updating the relevant quality

objectives of products & processes. To participate as teams or individually towards the

improvement of processes, personnel, environment & ethical values

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 a great place to work

for our employees. We aim to have a reputation for innovative thinking in the areas that matter

to our customersTo become a global brand.

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.

PRODUCTS OF TAPAL

BACKGROUND OF TAPAL ICE TEA

The invention of ice tea is generally believed to have occurred in America in 1904.

Like many great inventions, ice tea was created completely by accident.

Independent industry research showed that healthy beverages were increasing claiming a bigger share of

the Pakistani market.The first consignment of Tapal Ice Tea was

ceremoniously dispatched from the company’s warehouse on Thursday, the 14th of June 2007.

DEMOGRAPHICS ACCORDING TO PRODUCT

PRODUCT AGE OCCUPATION LIFESTYLE END USERS

Tapal Danedar 25-65 Housewives Housewives Households/offices

Tapal Family Mixture

25-50 Housewives Female who pride themselves in family values

Households

Mezban Premier Dust

13-75 Housewives Interior Sindhi families who pride in smooth household running, hospitality and ‘mehmaan nawazee’

Dhabbas/Households

Jasmine Green Tea

22+ Housewives Health conscious, dieting females

Households, offices

DEMOGRAPHICS ACCORDING TO PRODUCT

PRODUCT AGE OCCUPATION LIFESTYLE END USERS

Tapal Special Tea bags

18-35 Professionals Active, busy & working consumers, younger in age who seek convenience in their busy lifestyles

Travelers/workplace

Tezdum 25+ Farmers/Athletes Vigorous/Energetic Dhabbas/Households

Tapal Ice Tea 16-30 Students Outgoing, active Restaurants/Cafes

PRODUCT POSITION IN THEIR LIFECYCLE

BCG MATRIX

MARKETING ENVIORNMENT

MACROENVIORNMENT

•SOCIAL &CULTURAL ENVOIRNMENT•POLITICAL & LEGAL FORCES•TECHNOLOGICAL FORCES•ECONOMIC CONDITION

MICROENVOIRNMENT

•DISTRIBUTORS & SALES•COMPETITORS•SUPPLIERS•INTERNAL PUBLIC•GOVERNMENT PUBLIC

MARKETING ENVIORNMENT

SWOT ANALYSIS

STRENGTH• The brand “TAPAL”• Continuous innovation First to introduce soft pack in the country• Tea cultivation• Strong R&D team• Strong distribution network• Total Quality Management

STRENGHT• An Anti Oxidant drink• Less than half the calories of a common cola

drink• ONLY 16% SUGAR AND NO PRESERVATIVES• Moderate caffeine content stimulates energy

consumption• Loyal customer base• PIONEERS OF ICE TEA

SWOT ANALYSIS

WEAKNESSES• IMPORTS RESULTING IN INCREASED COST• Most of the sales are on cash, problem for the

distributor then they can switch to competitors..

• 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.

SWOT ANALYSIS

WEAKNESSES• Low allocation of budget to Tapal Ice tea• Tight quality control procedures lead to

higher costs and its time consuming.• Less promotion effort of Ice tea• RELYING EXCESSIVELY ON SINDH SALES

SWOT ANALYSIS

OPPORTUNITIES• In the long run there is going to be a lucrative

market for Ice-Tea and flavored tea.• 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 Balochistan, which are not as yet explored by competition.

• Huge market.

SWOT ANALYSIS

OPPORTUNITIES• Per capita consumption is almost 1kg

according to a recent research in Pakistan. Some people leave the tea in summer but ICE TEA will attach them with TAPAL family.

• DECREASE IN IMPORTS BY CULTIVATING ON THEIR OWN LAND

• .

SWOT ANALYSIS

THREATS• One of the major threats that TAPAL ICE TEA has is

that how to use the ice tea due to the illiteracy of the young generation in Pakistan.

• Lipton has its ice tea in other countries if they decided to enter in the Pakistani market so it could be the biggest threats for the TAPAL.

• Strong marketing campaigns of Unilever makes it extremely difficult for Tapal to counter-attack because of low budgets.

SWOT ANALYSIS

THREATS• Unilever as a more established brand name

than Tapal worldwide.• High import duties.• The unstable rules and regulation of the

government hinders the tea companies.

SWOT ANALYSIS

MARKET SEGMENTATIONGeographic

Country Pakistan

Density Urban

Climate Any

Behavioral

Occasion Any

Benefits sought Flavor, easy availability, brand status

Loyalty Status Medium

Readiness Stage Unaware

Attitude towards product Enthusiastic

Demographic

Age 16-30

Gender Both male and female

Lifestyle Outgoing, active

Income group Lower middle, upper middle and lower upper class

Occupation Students

MARKET SEGMENTATION

POSITIONING

• More than a refreshing product• Chilling out and spending good time with

family and friends• An Anti-oxidant Tea

TARGETING

• Young generation• Pakistan youth comprises of 60% of the total

population• Likes to chill out

MARKETING MIX

PRODUCT •keeping in mind the change tapal introduce two non carbonated ice tea flavours which is a refreshing innovation in their product line.•Tapal Ice Tea promises a healthy and nutritious drink for the masses.•peech and lemon/lime flavors.

PRICE

Pricing strategy of tapal ice tea is providing more in less value ( low price strategy)

330 ml tin pack for 30 rupees 15 gm sachets for 6 rupees

MARKETING MIX

PROMOTION Tapal had been promoting its new product using

ATL and BTL activities.

MARKETING MIX

PLACEMENT

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

MARKETING MIX

PROMOTION OF TAPAL ICE TEA IN MAKRO

ON ITS WAY TO THE BEACH

COMPETITORS’ ANALYSIS

• Direct Competitors: Tea Industry• Indirect Competitors: Beverage Industry• Market leaders have opted for mass marketing• Higher market share• Big corporate names like Unilevers (Lipton & Brooke Bond), Pepsi and Cocacola• Competitors have been serving the consumers in a conventional way• Lack of anti-oxidant products

55%

19%

12%

4% 10%

MARKET SHARE OF SOFT DRINK INDUSTRY

PEPSI

COCACOLA

7UP

TEEM

Tapal I CE TEA

RECOMMENDATIONS

• Sufficient promotional budgets should be allocated.• Should install kiosk outside the retail outlets.• They should educate the masses and should create

awareness among them.• It should be promoted as a symbol of style.• People should be aware of nutritional value in

comparison with other drinks because people nowadays are very health conscious.

• Positioning should be very clear in the minds of the consumers.

Chai se gharz-e-nishaat hai kis rosiaah ko

Ik gunah-e-be-khudi mujhay har dum chahiye

“It’s not a habbit, it’s an addiction”

IMPORTANCE OF TEA IN PAKISTAN

v

Thank You