EXECUTIVE SUMMARY

This report holds a comprehensive brand audit of Tapal brand and was preapared for academic
purposes with certain time and budget constraints. This report starts with a brief introduction of
Tapal followed by the research portion. Research was conducted to get the perceptual knowledge
and to construct a platform for fabricating brand strategy. The results of the research indicate
that the consumers really appreciate the taste and aroma of Tapal. There is high awareness of
Tapal but there is almost no emotional attachment of consumers with Tapal.
The next portion is the analysis of brand along with its competitors in several dimensions. It
starts with the brand inventory in which the brand elements and brand performance is analyzed.
This is followed by the brand exploratory which is based on the consumer perceptions from the
research that I conducted. Then there is brand equity which is analyzed on the basis of the
research observations and the customer based brand equity model was created which gives a
complete evaluation of how consumer perceive Tapal.
In the last portion of this report, there are some innovative recommendations to augment the
brand activities like redesigning the advertising strategy of Tapal Danedar, launching 'Tapal
Lounge' which is a branded tea chain for giving a comfortable environment to Tapal consumers,
launching Tapal Danedar and Tapal Tezdum tricycles for readymade tea on the go, and branding
the tea hotels with Tapal Chenak. These recommendations can be used to solve the problems
faced by Tapal.