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Sucrefrom House of

By:

Khawaja Umair Fazal (8968)Syed Zaid Bin Jawed (6222)

Christopher Vaz (6213)

Pure, Healthy and Superior Crystal Sugar

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Executive Summaryy Tapal is an established brand in the Tea industry with rich

heritage and company culture.

y With sugar already scarce in the market, we decided to do amarket research and find out what the pros and cons wouldbe ifTapal launched a new product (Sugar) in the market.

y After extensive research and contact with Tapalrepresentatives, we came up with the decision of launchingSucre, Tapals very own brand of sugar.

y We made our objectives very clear from the start as to whatwe wanted to achieve and we kept a suitable time-frame inmind to achieve our objectives.

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Executive Summary (Cont)

yWe developed a full fledged trade marketing plankeeping in mind the distribution and availability ofour product.

yWe have also decided on the media plan where Tapalwill advertise on television and print media and itincludes different channels and programs that Tapal

will be targeting to place its advertisements.

y Our plans for launching Sucre have been well thoughtof and we have covered all aspects of the launch so thatit would be successful not only in the near future butalso for a very, very long time afterwards too.

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Introduction (Tapal)y The remarkable journey of success is the combined efforts of three generations.

With Adam Ali Tapal who was the founder of theTapal Company. The saga ofTapal started with his formulation of a unique tea blend, which was laternamed family mixture which led the Tapal brand becoming a hot favorite, andeventually the largest selling brand.

y Taking a step forward from this humble foundation, Tapal moved up the ladderof success by innovating and introducing different tea brands to suit every tasteand pocket, which were sold from its retail outlet in Karachis Jodia Bazaar.

y Evolving and innovating its way through its near-60 year history under themanagement of the founder's son, Faizullah A. Tapal. Tapal is presently thelargest, 100% Pakistani owned tea company in the country. It has set newstandards for modern tea blending and packaging factories, warehousesequipped with state-of-the-art equipment and a team of highly dynamicprofessionals headed by Aftab Tapal himself, the Grandson of Adam Ali Tapal.

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Mission

To satisfy there stakeholders and as a guiding principle tothere business; be a benchmark for Quality, Creativity and

Ethical valuesAchieve leadership in all categories of there core businessand diversify in areas which compliment the core business.

Quality AssuranceTapal (PVT) Ltd is an ISO 9001: 2000 Certified company.

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Cultural Philosophy

Sustainable world, a world in which human populationcan continue to exist indefinitely with high standard ofliving and health and to produce market & distribute

its products in a way that does not cause harm topeople or damage to the environment.

Forming Traditional Values through Tea Consumption,having Tea brands that suit every taste & pocket and

Promoting Strong Tea Culture.

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M

otto"Never Compromise on Quality"

Current Market StatusTea/Coffee:Tea/Coffee:

Lipton 32%T

apal 23%NestleNescafe 11%Brooke Bond 3%Others 31%

Source: Aurora (Nov- Dec 2009)

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FCB Gri lysis f L

THINKING FEELING

HIGH-INVOVEMENT INFORMATIVE AFFECTIVE(TAPAL)

LOW-INVOLVEMENTH

ABIT

-FORMAT

ION

SELF-SAT

ISFACT

ION

BrandsTapal DanedarTapal Family MixtureChenakTezdumMezbanGreen TeaIce Tea

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SWOT Analysisy Strengths:

y Experienced and Quality Management

y Localizing Tea Brands

y Strong Heritage

y Integrated Production Process

y Strong Supply Line

y High Profitability Sales

y Innovative

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yWeakness:y Highly dependent on Tapals equity

y Relative Technological Backwardness

yOpportunities:y Brand becoming a Traditional drinking habit

y Building Strong Image in both Urban and Rural areas

y

Expansion in other Beverage marketsy Growing health awareness among consumers

y Exports

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y Threats:y Strong Competition

y Increasing Tea Prices

y High inflation Rate

y Saturation ofHot Beverages Segment

y Poor Political and Security Conditions

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Positioningyy RootStrength:RootStrength:Is more than 60 year old company with 3 generation Tea

Business Experience

yy Competitive Environment:Competitive Environment:Juices, Sweets (Lasi), Soft Drinks, Milk, MineralWater

yy Target:Target:Geographical basis (Urban and Rural)

yy Insights:Insights: Customer prefer Finest Blend ofTeayy Benefits:Benefits: Family Values are Strengthen and family sits together and spends

time while having tea

yy Values,Beliefs and Personality:Values,Beliefs and Personality:Freshness,Healthy, Innovative and FamilyOriented

yy Reason to Believe:

Reason to Believe:

High quality packaging

yy Discriminator:Discriminator: brings heritage in each sip of tea with quality assurance

yy Essence:Essence: Refreshing

Positioning StatementAn ultimate drink with good smell, lively colors and rich nutrition quality

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Segmentation

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Sucrefrom House ofPure, Healthy and Superior Crystal Sugar

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Brand Launch (New Product Development-New

Product/ExistingMarket)----Sucrey Vision:To carry on the Tapal Values and Heritage in the Sugar

market and lead the brand to be market leader by

2020.y LaunchObjective:Position and sell Sucre as brand of sugar for dailyFood needs as People are more brand oriented andduring this time of crisis in Sugar Industry, we havethe best opportunity to launch the Branded SugarPacks from house ofTapal that will not only offerQuality, convenience and food safety but also associatethe core business of tea.

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Category Profile (Analysis ofMarket)

y Pakistan is the 11th largest by production and 60th in; yield. The sugar industry in Pakistanis the 2nd largest agro based industry comprising 81 sugar mills with annual crushingcapacity of over 6.1 million tones.

y Hospitality is a very important cultural value in Pakistan. Offering tea and serving sweetdishes to guests are some of the predominant factors in the Pakistani culture. People in

this country generally love to eat and are more inclined towards the use of sweet disheson different occasions such as Eid, birthdays, weddings and also during the month ofRamadan. So there is huge consumption of Sugar

Crushing Capacity 6.1 Million tonesContribution to Economy 3.0 4.0 Million Tones

- Share in GDP 1.9%

- Employment

1.5 million (directly & indirectly)- Total Investment PKR 100 Billion (Approx)Average Yield per Hector 46.8 TonesTotal Cane Production 45.0 55.0 MillionTonesCaneAvailable 30-43 Million TonesAverage recoveryofsugar 9.1 (vs. world avg. 10.6%)Per Capita Consumption 25.8 Kg. Per capita

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Competitive nalysisy In 2008 sugar consumption was 4.2 MMT

y Her main Competition is from unbranded market and from healthconscious people point of view the artificial sweetener such as Candereland Sugral

y Canderel holds about 83% of the artificial sweetener market.

SegmentationGeographical Bases: Major Cities of Pakistan

TargetingIncome Group: Upper and Middle Income Group

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Unique Selling Proposition100 % natural and fine quality sweetener at a very affordable

price

PositioningFromHouse ofTapal, comes fine quality Sucre for your family

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Launc ing t eBrandy Marketing Mix

y Producty Quality Sugary One Kg Pack

y Pricey Rs. 50 per Kgy Price Penetration Strategy

y Placey A class storesy B class retail storesy Kiryana Stores

y Promotiony ATL and BTL

y Packaging:y V-Lock Sealed Packaging for each sugar Crystal safety

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y TradeMarketing Plany Scope of Market

y Tapal has good market penetration and brand loyalty, and due tocurrent sugar crisis, the Sugar brand has better chance ofsucceeding.

y

Market Potentialy Sugar being an essential part of our daily nutrition consumption

y Distribution Strategyy Using the same distributers as ofTapals tea brands in target market

and offering them 3% Discount on timely delivery.

y Offering Retailers 7% Markup and incentives for prominent shelfspace.

y Special stands for retailers

y Free samples for Retailers

y Packaging: V-Lock Sealed Packaging for each sugar crystal safety

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y Communication Plan (Communicate !Communicate! Communicate! by

ATL and BTL)y Making the whole campaign in the light ofTapals Identity in mind, keeping it family

oriented and being vibrant. Portraying the major use of sugar and events in which it isexcessively used such as making sweet dishes, Weddings and Birthdays. And alsoconsulting with help of Brand Consultants such as Bulls-eye etc.

y CommunicationTheme:y Shakar nahi yeh hai Sucre, ab shaker naye andaz mein!

y Media Planning:Main focus on House wives and major portion of communication will target them, and special

promotions on Cooking Channels and Cooking shows.y TV Ady Radio Commercialy Print Ad (Newspapers, Magazines e.g. Aurora, Jang, Masala, Khawateen Digest etc)y Digital Marketing

y

Internet websitey Fan Page on Face Book

y Public Relations ( Endorsement By ZubaidaTariq)y Public Events (Tapal Gazal Nights)y Bill Boardy Mobile Boardsy Sponsorship (Cooking Shows)

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Conclusion

y Overall, the launching of Sucre byTapal is expected tobe a successful because it is a commodity beinglaunched by a trustworthy and renowned company.

With the current situation of sugar in the country, andpeoples perceptions of poor quality of sugar available,Tapal would be a sure winner in launching its brand.