I

INTRODUCTION TO COMPANY

The journey of Tapal's remarkable success is the combined efforts of three dynamic
generations of the Tapal Family. In 1947, Tapal started out as a family concern under
the personal supervision of its founder, Adam Ali Tapal.

Against tough competition Adam Ali's unique blend, later named Family Mixture,
became a hot favorite and eventually the largest selling brand in the unorganized tea
market. From this auspicious beginning, Tapal moved from success to success
introducing tea brands to suit every taste and pocket, sold from its retail outlet in Jodia
Bazar, Karachi. The quality of Tapal teas soon became legendary and people from all
parts of Karachi started lining up at the outlet to purchase tea. For their convenience,
tea distribution was initiated to retail outlets around the city. The company continued to
grow under the management of the founder's son, Faizullah A. Tapal.

Today Tapal Tea is managed by the founder's grandson, Aftab F. Tapal. He introduced
new tea concepts and developed a wide range of tea blends catering specifically to the
tastes of people throughout Pakistan. His progressive outlook resulted in giving further
strength to the foundation of quality laid by his family.

Making a modest beginning over half a century back, today Tapal has become the
largest, 100% Pakistani owned tea company in the country. It has modern tea blending
and packaging factories, warehouses equipped with state-of-the-art equipment and a
team of highly dynamic professionals headed by Aftab Tapal himself.

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Tapal A Family Name

A hot cup of tea at 7:30am at the breakfast table just before rushing out for the office
and not forgetting to drop the kids to school; in the afternoon after a stressful morning at
work; while sitting in the garden with friends at 6pm in the evening; at night with family
enjoying precious moments; on a late Sunday morning in bed- Tea is an integral part of
our lives. And Tapal is the favorite tea brand for people in Pakistan. Here is why….

A saga of success

There is no secret formula or mythical story to Tapal’s phenomenal success and growth.
The company’s foundations are based entirely on hard work, dedication, and innovation
of unique tea blends. Tapal has won the hearts of countless consumers throughout
Pakistan and the rest of the world through these principles.

Tapal’s deep rooted culture and core values differentiate it from its competitors. It is built
on sound principles and practices; not dominated by a group of individuals. Its greatest
asset is its people, and the consistency of principle and policy give direction.

A vision for the future

A company that has grown with the country, Tapal Tea looks forward to even greater
progress and innovation in the years to come. It remains committed to providing the
people of Pakistan with only the highest quality products and improving their lives in
whatever little way possible

A Commitment To Quality

"Never compromise on quality" has been the motto at Tapal since the very beginning.
This commitment to quality has resulted in a high level of customer satisfaction and
unflinching brand loyalty. In December 1997, Tapal Tea became the first Pakistani Tea
Company to earn the ISO-9001 certification: a symbol of the highest international quality
standards. Again in December 2000, Tapal acquired the ISO9001: 2000 certification,
making it one of the first few companies in the world to achieve this milestone. In
addition to the standard requirements, the ISO9001: 2000 certification system includes
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requirements for environment improvement, concepts of TQM (continuous
improvement) with major emphasis on consumer requirements and satisfaction.

The Management and the employees of Tapal Tea (Pvt.) Ltd. are committed:
To produce products that meet the customer's requirements & expectations.

To fulfil 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.

Always on the move, Tapal Tea is honored to have taken the lead in a number of areas
in the tea industry. Tapal has been:

The first to introduce soft packs in the country.

The first tea company to introduce metal-free tea bags.

The first to develop an entirely new blend and category-Tapal Family Mixture (the
mixture of leaf & dust).

The first to invent the highly successful brand Danedar Leaf Blend.

The first to market Kenya teas in Pakistan.

The first tea company to be awarded the ISO 9001/2000 Quality Certification

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LIFE BALANCE IN TAPAL

Tapal thrives on the pulse of its stakeholders. Internal confederates are key
components that signify the universal values of Tapal. In this context the common
approach has always been to assure the provision of a well designed and comfortable
working atmosphere.

The environment at Tapal has been very cautiously and painstakingly developed.
Through successive transitions, honest effort has been made to provide an optimum
balance between personal life and work enabling employees to enjoy work and personal
time with their families and friends.

Numerous policies and practices assure the provision of this balance. Some are as
follows:

Tapal strictly adheres to an 8:30 to 5:30 working day. Apart from infrequent
projects , employees generally will be seen leaving the premises by 5:35 pm.

The company operates on a 5 day working week, meaning a reasonable weekend

with Saturday’s and Sunday’s off.

As a general policy Tapal provides company arranged commutation facility for

employees. Members in junior grades travel to and from their homes through a pool of
Coasters and Hiace Vans. Members in senior grades are provided with company
maintained cars.

Although it is not advised to allow users for late sitting. I.S. Department is committed
to extend its facilities as far as possible. For this purpose since Warehouses, logistic
and Production are being done in night shift also, we are providing Central Servers
available till 10:30 pm to facilitate these departments. We can further extend this
availability in future as per the organization’s needs.

Special care is taken during heavy rains and strikes to assure safe and timely
transition for the employees from their homes and back.
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In summary all team members are given every opportunity to manage their time
intelligently while at work so that a relaxing and productive mode is maintained
throughout their personal and professional lives.

Strong distribution network

Tapal has a distribution network spread across Pakistan, from
Karachi to Khyber with over 400 distributors. Extensive training
programs are provided for the devoted sales personnel. The
popularity of its fine brands is unabated, making it the No 1
national tea company in Pakistan.

Research & development–an ongoing process

Tea blending and tasting is both an art and a science and Tapal
prides itself on having mastered both the aspects. Tapal has
adroitly judged the olfactory senses and keenness of the taste
buds of their patrons, resulting in the creation of various well-
known brands. Aftab F. Tapal is a well-trained and

highly experienced tea taster of the country and is recognized as a qualified tea
specialist worldwide. Tapal's tea managers have been trained at home and abroad in
this very rigorous and specialized discipline, and have frequently travelled to leading tea-
producing countries searching for better teas.

Tapal is a research-oriented company. It subscribes to and conducts various researches

in the area of retail audits, consumer behavior, media planning and product
development. This research is used for continuous improvement in product quality, brand
positioning and communication according to the changing requirements of the
consumers. Consistency and quality are the two keystones of Tapal's production policy,
and the Quality Control Department at Tapal ensures that flavor and freshness is never
compromised. That's why all the brands, whether Danedar, Tapal Special or Tapal
Family Mixture, always taste exactly as expected; retaining aroma and freshness till the
last sip.

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Human resource management

Tapal's management philosophy is based on the traditional values of the Tapal family;
values that were based on good business sense such as establishing a tea-shop in the
business area of Jodia Bazaar. This mix of tradition and innovation has become the
hallmark of the winning Tapal strategy.

The company is managed by a dedicated team of highly qualified and experienced

professionals with diverse experience. Some of the key features of the management
philosophy are:

Accessibility-Open Door Policy

On-Going Training & Development

Discipline & Respect at every level

Participative Management Style

Performance Appraisal System

Excellent Employee Compensation

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Tapal Danedar

Pioneer of the Danedar category in Pakistan, Tapal

Danedar remains a favorite around the country with
its grape-nutty appearance, rich golden color and
strong refreshing taste. In fact its popularity is such
that other companies have launched their own
versions of this blend, but Tapal's remains the
original and ultimate Danedar because of its unique color, aroma and taste. Also
available in double chamber tea bags, today Tapal Danedar enjoys the position of the
"No.1 Tea Brand" in Pakistan.

Tapal Family Mixture

A unique combination of high-grown Kenya leaf and dust

tea, Tapal Family Mixture is the pride of Tapal. Developed in
1947, it created a completely new category in the tea
market. It gives a refreshing aroma of leaf and the strong
taste of dust- together in one cup. It is the blend that
started the Tapal success story and many other
companies followed Tapal in introducing similar blends.
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Tapal Safari Chai

Tapal Safari is made from the finest Kenya leaf teas and
provides extra cuppage of great tasting tea to the
consumer. Tapal Safari chai, with a safari theme, is aimed
at adventurous people.

Mezban 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 hot tea shops, Mezban has
become a favorite amongst household consumers as well. It
is the most popular brand of tea in Sindh. The name of the
brand itself is a characterization of the typical hospitality
that is inherent to and a matter of pride for the people of
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

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Tapal Special Teabags

The unique flavor of high grown leaves especially

selected from the finest tea gardens in the world make
Tapal Special Teabags a treat at any time. The
combination of an extra strong blend with the
convenience of environmental friendly metal-free tea bags
has made Tapal Special an instant hit with consumers.

Tapal Jasmine Green Tea

Tapal Jasmine Green Tea is the most recent
addition to Tapal Brands. Tapal Jasmine Green
Tea is blended to perfection using the finest tea
leaves and specially selected Jasmine to give a
refreshing experience of light taste and soothing
aroma. It is available in metal-free tea bags
specially enveloped for extra freshness.

Gulbahar Green Tea

Green tea lovers around Pakistan regard Gulbahar

as a special treat. Perfect as an after dinner option,
Gulbahar remains a perennial favorite due to its
refreshing flavor.

Tapal Tezdum

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The latest addition to Tapal's successful brands is Tezdum
tea.The biggest attribute of Tapal Tezdum is its extra strong
taste, which is making it popular amongst the people who
liketheir tea strong. Tapal Tezdum is the first tea brand in
Pakistan to be introduced in attractive silver-foil, moisture-proof
sachets. They maintain the freshness, aroma and taste of
theeaand the consumer gets the product in the best condition
possible.

Tapal Special Round Teabags

Tapal earned a unique distinction in 2003 as it became

thefirst tea company to introduce hassle-free, extra strong
round teabags in Pakistan. With no strings attached, these
teabags are easy to use and their shape guarantees an
ideal infusion of taste and aroma for a refreshing, strong
cupof tea.

Our Chosen Brand

Mezban Super Dust

A full-flavoured dust that delivers high quality at a very economical price, Mezban
Premier Dust is the blend for consumers who prefer tea with a strong flavour & taste.
Originally developed for hot tea shops, Mezban has become a favourite amongst
household consumers as well. It is the most popular brand of tea in Sindh. The name of
the brand itself is a characterization of the typical hospitality that is inherent to and a
matter of pride for the people of Sindh.
Tapal 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 liquoring
characteristics.
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Only high grown Kenyan teas are used for this blend due to their high concentration of
flavour and strength. Mezban Dust 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

Mezban was launched in the 90s as one of the premier ‘Dust Tea’ brands of Sindh and
a valuable addition to Tapal’s family of tea brands. Originally developed for the hot tea
shops, it has today become a household favorite amongst a diverse range of socio-
economic classes.

The positioning of the brand has been strategically achieved to symbolize the bonds
and relationships that underscore the human equation for the people of Sindh along
with celebrating their rich heritage and culture. Its tagline, ‘Yeh Rishton Ki Shaan hai
Yehi Mezban Hai’ further reinforces the Brand essence of fortifying relationships
through hospitality. Mezban has also dutifully carried out its corporate social
responsibility by providing free medical aid to scores of under-privileged people in Sindh
through free medical camps from the platform of ‘Humqadam’. With its round-the-year
humanitarian activities, Mezban continues to touch the lives of millions in Sindh and
beyond, entrenching its status as a brand that values human relationships. Despite
facing stiff competition from multinational and smaller mushroom brands in the market,
Mezban continues to shine as a major success story in Sindh and the undisputed leader
in the dust category.
Presently, Mezban as a brand is geared to expand and is ready to explore new
horizons and achieve greater heights. With its legacy of impeccable quality and taste,
Mezban is indeed the preferred brand of the people of Sindh whose lives it has helped
to enrich.

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Nutrition Facts
Serving Size 1 tea spoon(2g)

Amount Per Serving

Calories 0

% Daily Value*

Total Fat 0g 0%

Sodium 0mg 0%

Potassium 25mg 1%

Total Carbohydrate 0g 0%

Protein 0g

Not a significant source of calories from fat, saturated fat, cholesterol, dietary fiber,
sugars, vitamin A, Vitamin C, calcium and iron.

* Daily values are based on a 2,000 calorie diet.

CUSTOMER ANALYSIS

Without customers, a business cannot survive, although this may seems, and despite
the widespread adoption of the marketing concept. The term customer refers to not only
to current customer for a given product but also to both customers of the competitor and
current non-customer of the product. Though we are going to talk about our product
TAPAL MEZBAN, Mezban Premier Dust is the blend for consumers who prefer tea with
a strong flavour & taste. Originally developed for hot tea shops, Mezban has become a
favourite amongst household consumers as well. It is the most popular brand of tea in
Sindh.
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.
Each customer is unique to some degree. As a
consequence, target marketing is typically
efficient for the product like tea, because tea is
the product, which is being used by all age
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customers, children, male, female, young as well as old age people, but .they differ
according to their taste.
Here Tapal specially target those customer those wants strong tea, and when TAPAL
MEZBAN was launched, it was particularly for the small hotels in the interior sindh,
those who specially offer tea in their menus, according to a survey, Baluchistan and
Sindh are two provinces where the consumption of tea in the small hotels in the villages
are at the peak, that’s why TAPAL takes it as an opportunity to introduce TAPAL
MEZBAN for this segment. But due to finest quality and excellent relationship
management with the customers Mezban has become a favorite amongst the
household consumers as well, this was the great achievement for the Tapal because
they got beyond from their expectations from TAPAL MEZBAN in sindh.

Tapal always try to make their customers happy, this year they gave some very excited
consumer engagement activities. Demo activities where they targeted female household
and interacted with them in their neighborhood providing them information about the
brands, selling deals, generating trails through wet tea sampling. This activity was
performed in the purely brand focused towns. They also carried door to door selling.
Other than branded floats were run with the different consumers engagement activities.
These floats engaged girl’s school, college students and residents,

TALLY CHARTS

CUSTOMER’S ANALYSIS

Customers Tally Frequency

Hot Tea Shops //// 5
Housewives //// //// //// /// 18
Professionals //// //// 9
Others /// 3
Total 35

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This Graph is designed after conducting survey in two different cities Karachi and
Shikarpur. This graph shows that 51.40% are housewives who play a major role as
being the direct customers of mezban tea, and Hot Tea Shops are placed on 2nd
number and then Students at 14.20%.

COMPETITOR ANALYSIS

Competitor analysis has received more attention in recent years. In slow growth market,
sales growth must come from the competitors. With the shorter product life cycle,
product manager must recoup the investment in the shorter period of time. It would be
a mistake to assume that gathering competitor intelligence is only carried by large
organizations, infact small companies can make profits from every small activity they
perform.

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Why don’t all firms have a formal reporting system designed to collect and analyze
information about competitor? After all in some companies managers are trained to
make competitive intelligence about everyone’s business. There can be many reasons
to not collect the competitor information. May be company is overconfident about their
product; it can also reduce the willingness to collect the competitor information. A
second reason can be for insensitivity to competition is uncertainty about where to
collect the necessary information and how to analyze it. It may be an ethical
consideration, fearing that either illegal methods or dirty tricks have to be used in order
to obtain information.

TAPAL is operating in a market that is flooded with many competitors. Every tea product
in the market is offering more or less the same attributes. At present the breakup of the
competitors looks something like this,

If we look overall than every tea is a competitor of another one, but mainly TAPAL
MEZBAN have only one Direct Competitor that is PEARL DUST from the UNILEVER.

Lipton Brook Bond A1

Brook Bond Supreme Pearl Dust

Lipton Pearl Dust is the Sindhi soul that imbues intimacy and warmth in a couple’s
relationship.

Launched in 1984 this dust tea brand has become the largest Sindhi tea brand. Sindh a
land renown for its strong traditions & culture, passion, and hospitality is Pearl Dust’s
citadel – a phenomena in the making.
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The Pearl logo has acquired an iconic status. Tea in Sindhi culture is taken very
seriously; it is the cornerstone of hospitality and can make or break relationships. Tea is
integral in building an atmosphere of intimacy between a husband and wife.

In a society where traditions run supreme, Pearl Dust gives the couple a chance to
share a personal moment together. Pearl Dust is a testament to the couple’s
relationship and their future.

SEGMENTATION

segmentation is the practice of dividing a customer base into groups of individuals that
are similar in specific ways relevant to marketing, such as age, gender, interests,
spending habits, and so on. Using segmentation allows companies to target groups
effectively, and allocate marketing resources to best effect

traditional segmentation focuses on identifying customer groups based on

demographics and attributes such as attitude and psychological profiles. Value-based
segmentation, on the other hand, looks at groups of customers in terms of the revenue
they generate and the costs of establishing and maintaining relationships with them

Customer segmentation procedures include: deciding what data will be collected and
how it will be gathered; collecting data and integrating data from various sources;
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developing methods of data analysis for segmentation; establishing effective
communication among relevant business units (such as marketing and customer
service) about the segmentation; and implementing applications to effectively deal with
the data and respond to the information it provides.

Segmentation for TAPAL MEZBAN is a form of critical evaluation rather than a

prescribed process or system, and hence no two markets are defined and segmented in
the same way. However there are a number of underpinning criteria that assist us with
segmentation:

Is the segment viable? Can we make a profit from it?

Is the segment accessible? How easy is it for us to get into the segment?

Is the segment measurable? Can we obtain realistic data to consider its potential?

There are many ways that a segment can be considered. For example, the auto market
could be segmented by: driver age, engine size, model type, cost, and so on. However
the more general bases include:

by geography - such as where in the world was the product bought.

by psychographics - such as lifestyle or beliefs.

by socio-cultural factors - such as class.

by demography - such as age, sex, and so on.

A company will evaluate each segment based upon potential business success.
Opportunities will depend upon factors such as: the potential growth of the segment the

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state of competitive rivalry within the segment how much profit the segment will deliver,
how big the segment is, how the segment fits with the current direction of the company
and its vision.

Now if we talk about the TAPAL MEZBAN’s Segmentation than it is purely based on
geographic and behavioral bases, according to geographic Tapal target purely sindh,
and the socio-culture factor is also involved, and by the help of behavioral segmentation
they came across to know that sindhies are very sensitive about the tea, as the TAPAL
MEZBAN was initially focusing on Hot Tea Shops, where the people like strong flavor of
tea.

TARGETING

Targeting is the second stage of the SEGMENT "Target" POSITION (STP) process.
After the market has been separated into its segments, the marketer will select a
segment or series of segments and 'target' it/them.

Targeting is the process of identifying audiences, markets, specific sections or clusters

and also individuals that match known characteristics (especially propensity to buy); and
using this information in the design and content of marketing campaigns that reach and
appeal to these certain classes or types.

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TAPAL MEZBAN has used selective Targeting strategy, The first is the single segment
with a single product. In other words, the marketer targets a single product offering at a
single segment in a market with many segments, as Tapal Mezban choose to target
segments based on the geographical and behavioral aspects. Tapal has effectively
used Cultural factor to target their customers, as we have discussed earlier that
actually Tapal Mezban was targeted to the hot tea shops, but later on it was gaining its
popularity among the households, in that way TAPAL MEZBAN got the another target
market.

Tapal is effectively targeting its segments through targeting the culture

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POSITIONING

The third and final part of the SEGMENT - TARGET - POSITION (STP) process is
'positioning.' Positioning is undoubtedly one of the simplest and most useful tools to
marketers. After segmenting a market and then targeting a consumer, you would
proceed to position a product within that market.

Remember this important point. Positioning is all about 'perception'. As perception

differs from person to person, so do the results of the positioning map e.g what you
perceive as quality, value for money, etc, is different to my perception. However, there
will be similarities.

Products or services are 'mapped' together on a 'positioning map'. This allows them to
be compared and contrasted in relation to each other. This is the main strength of this
tool. Marketers decide upon a competitive position which enables them to distinguish
their own products from the offerings of their competition (hence the term positioning
strategy).

The term 'positioning' refers to the consumer's perception of a product or service in

relation to its competitors. You need to ask yourself, what is the position of the product
in the mind of the consumer?

six-step question framework for successful positioning:

1. What position do you currently own?

2. What position do you want to own?

3. Whom you have to defeat to own the position you want.

4. Do you have the resources to do it?

5. Can you persist until you get there?

6. Are your tactics supporting the positioning objective you set?

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 The positioning of the brand has been
strategically achieved to symbolize the
bonds and relationships that underscore
the human equation for the people of
Sindh along with celebrating their rich heritage and culture. Its tagline, ‘Yeh Rishton Ki
Shaan hai Yehi Mezban Hai’ further reinforces the Brand essence of fortifying
relationships through hospitality. Mezban has also dutifully carried out its corporate
social responsibility by providing free medical aid to scores of under-privileged people in
Sindh through free medical camps from the platform of ‘Humqadam’. With its round-the-
year humanitarian activities, Mezban continues to touch the lives of millions in Sindh
and beyond, entrenching its status as a brand that values human relationships. Despite
facing stiff competition from multinational and smaller mushroom brands in the market,
Mezban continues to shine as a major success story in Sindh and the undisputed leader
in the dust category.

Presently, Mezban as a brand is geared to expand and is ready to explore new horizons
and achieve greater heights. With its legacy of impeccable quality and taste, Mezban is
indeed the preferred brand of the people of Sindh whose lives it has helped to enrich.

Tapal has used different social and cultural positioning strategies, to create the trustful
image of the Tapal in the minds of their target customers like

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 MEZBAN FREE MEDICAL CAMPS

In line with the Mezban’s continuous commitment to faster and cultivate memorable and
lasting relationship with its values consumers, free medical camps were successfully
arranged in kot ghulam Muhammad, jhat pat and Mirpur Mathelo with the help of
Tapal’s charity wing Hum Qadum.

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 Musical Concerts

Between the January and the April, Mezban Organized a number of exciting mega
concerts in sujawal, tando Allah Yar, Shikarpur, Dadu and Larkana, there grand shows
provided the entertainment starved people of the sindh with some delightful and
unforgettable evenings.

There are hundred of other activities like

BHIT SHAH MELA

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SWOT Analysis

Strengths:

Always on the move, Tapal Tea is honored to have taken the lead in a number of areas
in the tea industry. Tapal has been:

The first to introduce soft packs in the country.

The first tea company to introduce metal-free tea bags.

The first to develop an entirely new blend and category-Tapal Family Mixture (the
mixture of leaf & dust).

The first to invent the highly successful brand Danedar Leaf Blend.

The first to market Kenya teas in Pakistan.

The first tea company to be awarded the ISO 9001/2000 Quality Certification

Weaknesses:

Tapal`s competitors are such as lipton which are internationally well known and are in
the market before Tapal came into being. So the revenue generation of this company is
more than Tapal.

As Tapal is totally Pakistani based company so it is not usually preferred abroad, so the
export of this product is almost nil.

Opportunities

Tea is mostly in demand in the local areas. And Tapal is easily reachable in such areas
because of their accepted prices and varieties according to the taste of consumers.

Threat

The greatest threat to Tapal is their local competitors, such as Tetley, A1 karakchap.
Tapal keeps a close look on the activities of their products. And fluctuate their prices
and offers great discounts and attractive prizes to be in market and to be in competition.
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Marketing Mix

Product:

‘TAPAL MEZBAN Tapal 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
liquoring characteristics.

Only high grown Kenyan teas are used for this blend due to their high concentration of
flavour and strength. Mezban Dust 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.

Pricing:

TAPAL MEZBAN has actually targeted the middle class and lower class, so its price is
lower than the other Tapal Products and lower then their Competitors.

Place:

Tapal has a distribution network spread across Pakistan, from Karachi to Khyber with
over 400 distributors. Extensive training programs are provided for the devoted sales
personnel. The popularity of its fine brands is unabated, making it the No 1 national tea
company in Pakistan

Promotion:
will stand out on the shelf due to its unique colored package. The packaging is
environmentally friendly. The packaging design and color is also pleasing and soothing
for the eye. Different activities mentioned above are being used for the promotion.

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Re-Positioning

As we knew that Tapal Mezban was targeted for the middle and lower level classes of
the interior sindh, and specially for the small town hotels, those who are offering
specially tea in their menus, but due to TAPAL being a Famous brand, Tapal Mezban
was highly appreciated by households too, and majority of families have started
consuming Tapal Mezban,

There fore we come up with the Repositioning strategy for the Tapal Mezban, and our
slogan will be “KHUSHYAN JI PEHCHAN TAPAL MEZBAN” this statement
shows the true color of the Family, that Your Happiness is represented by Tapal
Mezban, and the packaging will be in total green and Blue color, with picture of Family
and in the background there will be pattern of AJRAK.

Because of the hospitality factor that is the essence of the sindh’s culture,we can relate
the TAPAL MEZBAN with this, giving a new thought to the customer’s (the households)
that it’s the only tea brand that will go well with it.

Another important thing is that the Oatak Culture is very common in Sindh and mainly
the Oatak sittings are accompanied with the cup of tea,that’s why we will promote our
brand Tapal Mezban as an association with the Oatak sittings.

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