Marketing Plan Of Tapal

MARKETING
PLAN

TAPAL TEA LIMITED

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 Marketing Plan Of Tapal

DRAFT # 01

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 Marketing Plan Of Tapal

Marketing Theory and Practices

Submitted To:
Miss Iram Tanvir

Submitted By:

GROUP MEMBERS

Date of Submission: 09th May 2007

__________________________________
C O M S A T S
INSTITUTE OF INFORMATION TECHNOLOGY, ATTOCK

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 Marketing Plan Of Tapal

HISTORY OF TAPAL TEA LIMITED

A unique combination of high- grown Kenya tea leaves and dust, that gives a
refreshing aroma of leaf and strong taste of dust all together in one cup. Tapal Chai
Family Mixture is the pride of Tapal developed by the forefathers in 1947 and thus
creating a new category of Mixture in the tea market.

Under the management of the founder’s son, Faizullah A. Tapal, the company
continued to grow and innovate. Currently it is being managed by the founder’s
grandson, Aftab F.Tapal who has continued giving further strength to the foundations
of quality laid by his family. After studying abroad, Aftab F.Tapal returned to
introduce professional management and unique production ideas into the business.
His progressive outlook resulted in the total automation of the tea plants in Karachi.

Three Generations of Innovation and Growth

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. 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. After
studying abroad, Aftab Tapal returned to Pakistan to introduce professional
management and unique production ideas to the business. A well trained tea taster
and tea connoisseur himself, Aftab Tapal 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.

Tapal is proud to have been a part of Pakistan’s history since its inception.Founded
by Adam Ali Tapal, the company first started marketing a number of quality blends to
tea shops around Karachi. The success of Tapal’s teas soon broke all popularity
records and sales grew by leaps and bounds. Under the leadership of Faizullah
A.Tapal and currently Aftab F.Tapal with his team of professionals, this success has
been consolidated and carried on. Today Tapal is the largest, 100% Pakistani owned
Tea Company in the country. They are proud to be the innovators and producers of
countless unique blends and creators of different tea categories in the country.
Making a modest beginning over half a century back, today Tapal has become the
largest, 100% Pakistani owned Tea Company in the country.

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 Marketing Plan Of Tapal

MISSION STATEMENT

“To satisfy our stakeholders and as a guiding principle to our business; be a

benchmark for Quality, Creativity and Ethical values.”

VISION STATEMENT

“Achieve leadership in all categories of our core business and diversify in areas
which compliment the core business”.

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 Marketing Plan Of Tapal

PRESENT SITUATION
Tapal is today Pakistan largest tea company as its consumption runs into millions of
cups every month, according to an estimate by this company’s marketing division. In
December 1997, Tapal Tea became the first Pakistani of its kind to have attained the
ISO-9001 certification. Tapals are also known to have stakes in power generation
business. But their tea makes the Tapals known to all. The group claims nearly 1.4
million cups of tea in Pakistan are made of Tapal every hour.
Their motto “never compromise on quality” remains the byword on the lips of all
engaged in producing Tapal Tea that has resulted in customer’s brand loyalty and
their unflinching addiction. The testimony of their quality has made them the first tea
company in Pakistan to earn the ISO-9001: 2000 Quality Certification, the symbol of
supreme quality standards.
Tapal’s Market share is 28 million kg out of a total 170 million kg annual
consumption of black tea in the country. Tapal tea has factories in Karachi and in
Lahore (raiwind) and offices in Lahore and Karachi as well.

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 Marketing Plan Of Tapal

SBUS, BRANDS AND PACKS

CHENAK
• Chenak hp 045 gm
• Chenak 100 gm
• Chenak 200 gm

DANEDAR
SACHETS
• Danedar 008 gm
• Danedar 012gm
• Danedar (twin) 020 gm

SOFT PACKS
• Danedar 050 gm
• Danedar100 gm
• Danedar 200 gm
• Danedar 400 gm
• Danedar (jar) 450 gm
• Danedar 1000 gm

DANEDAR TAE BAGS

• Danedar round TB 100 gm
• Danedar TB 200gm

GULBAHAR
• Gulbahar 050 gm

JASMINE GREEN TEA

• Jasmine jar 100 gm
• Jasmine T.bags 045 gm
• Jasmine T.bags 090 gm

MEZBAN
SACHET
• Mezban 007 gm

HARD PACK
• Mezban 500 gm
• Mezban hp 060 gm
• Mezban hp 125 gm
• Mezban 250 gm

SAFARI SACHET
• Safari 007 gm

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 Marketing Plan Of Tapal

FAMILY MIXTURE
SOFT PACKS
• Tapal F.mixture 100 gm
• Tapal F.mixture 200 gm
• Tapal F.mixture 500 gm

HARD PACKS
• Tapal F.mixture hp 060 gm
• Tapal F.mixture hp 125 gm
• Tapal F.mixture hp 250 gm
• Tapal F.mixture JAR 450 gm

SPECIAL TEA BAGS

• Tapal SP TB 100 GM
• Tapal SP TB 200 GM
• Tapal SP .Round TB 100 GM

TEZ DUM
• Tezdum PL 045 GM
• Tezdum 500 GM

OTHER BRANDS
• Hotel blend
• Tapal special pf
• Family mix 1000

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 Marketing Plan Of Tapal

Positioning Statement:

“To active young and professional coffee consumers, who requires bust of energy
for their lives, between the age of 15 and 50 above residing in urban and suburban
areas of Pakistan having house hold income 12000 to 45000 and above who need
more energy, our coffee “caffe latte” is sealed pack coffee that is granular
(danedar) creamy coffee that will give you spark of enthusiasm because it contain
highest level of caffeine”

Segmentation:
 Geographic’s
World wide/Country region: Pakistan
Density: Urban, Suburban
Country region: Punjab, Northern areas, Karachi
 Demographics
Teenagers, Youth, Professionals and 40 above
 Family Life Cycle:
Young: Single, Young: Married, Married with no children, Married with children
 Education:
Matriculation, Intermediate, Graduate, Post graduate
 Income Level:
Above 12000 and up to 45000 onwards
 Occupation:
Students, Business men, Professionals, Educationist, PhD’s, Doctors, Engineers,
Lawyers, Civil Servants
 Psychographics:
Social class, Middle class, Upper middle class, Lower Uppers, Upper uppers, Elite
class
 Life Style:
Achievers, Actualizers
 Occasionally:
Regular, Special
 Benefits:
Quality, Taste, Packaging, Texture, Colour/Aroma, Granular structure (Danedar)
 User Status:
Non-user, Ex-user, Potential user, First time-user, Regular user
 User Rate:
Light user, medium user
 Quality Status:
Medium, Strong, Absolute
 Readiness Stage:
Aware, Un-aware, inform, Interest, Desirous, Intending to buy

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 Marketing Plan Of Tapal

 Attitude towards product:

Enthusiastic, Positive, Negative, Indifferent, Hostile

REFERENCES

http://www.tapaltea.com/family_name.htm

http://www.oppapers.com/read.php?id=91567

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