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Re launch of TAPAL ICE TEA
SUBMITTED BY:
Irfan Nayyar (15674)
SUBMITTED TO:
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ACKNOWLEDGEMENT
All Thanks to God Almighty, the benevolent and compassionate, who
blesses us with the power & capabilities and remained, contended on all
intricacies found during the successful completion of this report.
We are grateful to our family members whose heartfelt prayers and
appreciation have always been an asset and a great source of inspiration
of us. It could be complicated for us to accomplish our report without
their shadow of love.
We are also obliged to our respected teacher Mr. Ather Qadeer who
furnished us this prolific opportunity to avail a practical experience and
provided his full support and guidance in the completion of this report.
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TABLE OF CONTENT
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INTODUCTION TO TAPAL
MISSION STATEMENT:
To satisfy our stakeholders and as a guiding principle to our business; be
a benchmark for Quality, Creativity and Ethical values. Achieve
leadership in all categories of our core business and diversify in areas
which compliment the core business.
We want to excel ourselves not only in providing best quality of products
but also act as good corporate citizen.
We manage to acquire this excellence by recruiting and developing
exceptional quality individuals, providing them with good working
conditions and attractive benefits, opportunities for growth and high
degree of employment security.
VISSION STATMENT:
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 customers. To become a global brand, to be an innovative,
marketing and research oriented company.
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COMPANYS BACKGROUND:
TAPAL's remarkable success is the joint efforts of three lively
generations of the Tapal Family. In 1947, TAPAL started out as a family
concern under the personal management of its founder, Adam Ali Tapal.
Against tough competition Adam Ali's unique blend, later named Family
Mixture, became a hot favorite and ultimately the largest selling brand
in the unorganized tea market. From this favorable 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 tea soon became renowned and people from all parts of
Karachi started lining up at the outlet to purchase tea. For their ease,
Tea distribution was initiated to retail outlets around the city. The
company continued to grow under the supervision of the founder's son,
Faizullah A. Tapal.
Today the founders grandson, Aftab F. Tapal, manages TAPAL Tea. 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 specialist himself, Aftab Tapal
introduced new tea concepts and developed a broad range of tea blends
cuisine specifically to the tastes of people throughout Pakistan. His
progressive attitude resulted in giving further strength to the foundation
of quality laid by his family.
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 active professionals headed by Aftab Tapal.
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INDUSTRY OVERVIEW:
Iced tea (sometimes know as ice tea) served in a glass with ice. It may or
may not sweeten. It is available in different flavors including lemon,
peach and lime.
Ice tea is a soft drink specially used in summers and this also can beserved as a alternative to carbonated drink. this drink is enriched with
vitamin c and vitamin d .
In Pakistan, tea is generally served as hot beverage and but tapal has
introduced the ice tea under the name of tapal iced tea in different
flavors. In Pakistan, only direct competitor of tapal ice tea is LIPTON ICE
TEA. However Lipton ice tea is available only limited general stores in
the Pakistan.
The total sales volume of tea market present in Pakistan is 150,000 tons
(organized = 80,000 tons and unorganized= 70,000 tons). This shows a
potential market in the Pakistan. Ice tea is a new product for Pakistani
market but there is a potential market available in the Pakistan
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PRODUCT OVERVIEW:
The R&D at tapal decide to introduce tapal ice tea for youthful market
segment. Tapal Ice Tea offers instant refreshment combined with the
health preserving properties of tea. Rich in Vitamin C and antioxidants,
it is non-carbonated, contains no preservatives and is low in sugar as
well. Its a healthy and trendy choice, for both the young and the young at
heart.
Product packaging:
Sachets:
25 gm powder sachets in three flavors:
Lemon Lime Peach
320 ml can in three flavors:
Lemon Lime Peach
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About Peach Flavor Ice Tea:
For the delicious taste of summer in a glass any time of the year, mix up
some Tapal Ice Tea Peach. Its the perfect blend of thirst quenching,
refreshing beverage and the sweet taste of peaches.
Made from real tea blends, Tapal Ice Tea Peach combines the goodness
of Tea antioxidants with no preservatives, no artificial colors and only
16% sugar which is much less than most regular soft drinks.
About Lemon & Lime Flavored Ice Tea:
Nothing beats a chilled, sweet, lemony glass of Tapal Ice Tea Lemon With
just the right amount of ingredients; our mix is going to quench your
thirst with a refreshing burst of Lemon and Lime.
Made from real tea blends, Tapal Ice Tea Lemon combines the goodness
of Tea antioxidants with no preservatives, no artificial colors and only16% sugar which is much less than most regular soft drinks.
Market Potential:
An estimated 103 million Pakistanis, or 63% of the population, fallunder the age of 25 years. this statistics regarding youth shows that
there is a potential market in the Pakistan. However, a strategic plan is
needed to cater the market.
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REASON FOR FAILURE:
Through research it has been found that tapal ice tea is failed due to
following reasons:
Unable To Create Awareness Regarding The Ice Tea:
Tapal is unable to create awareness in the market. In Pakistan, the
concept of ice tea is new and a detailed awareness marketing awarenesscomplain is needed to cater the youth of the country.
Distribution:
Tapal ice tea was not available in the shelf of the retailers because
distribution is everything if the product cant get the place on shelf, the
company cant outsell its competitors.
Limited target market:
Another reason of tapal ice tea failure is that they targeted the limited
markets in the country
Improper Advertisement:
Advertisement Is not proper to create the awareness regarding the ice
tea.
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SWOT ANALYSIS
Strength:
1. Good distribution network2.Adequate financial resources.3. Good Organizational Structure4. Research & Development5. Skilled & Trained Staff
Weaknesses:
1. Nature of the Product2. Packaging is not user friendly.
Opportunities:
1. Enter in to new market segments.2. Increase new ways of using ghee.3. Can attract health conscious people.
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4. Direct the oil users towards consumption of ghee by eliminatingmisconception.
Threats:
1. Increase in competitors2. Rise in Substitutes3. Increase in weigh conscious people.
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COMPETITATIVE ADVANTAGE
Energizes you:
its moderate caffeine content stimulates energy consumption, giving
your body a gentle physical boost that helps you keep going on your
workouts, sports or any sort of physical activity energetically.
2.1 mg of caffeine per kg body weight that equals 147 mg for 70 kg
person ingested prior to prolonged exercise delays fatigue. This amount
is available in approximately 3 Tapal Ice Tea cans.
Sharpens your wits:
A combination of caffeine and thiamine in tea gives you a relaxed but
fully alert state of mind and at the same time helps you to focus.
Hydrates you:
Drinking 8 glasses of water a day is a minimum requirement for a
healthy, active lifestyle.
Maintaining a healthy body fluid balance can become a challenge during
summers, especially when you move outdoors.
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our need to intake fluids becomes even more recurrent. In such a hot
weather, refreshing Tapal Ice Tea breaks are necessary time after time
to replenish the fluid that youve lost all day to the hot weather in a
delicious way and theyre a much better alternative than carbonated
drinks.
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Doesnt hurt your fitness :
Tapal Ice Tea contains very less calories, less than half the calories of a
common cola drink. So regular consumption of your favorite Tapal IceTea doesnt leave you with a guilt trip and its safe to enjoy it to the
limits!
An Anti-oxidant:
Body cells naturally produce free radicals (by-products) in the process
of using oxygen. These free radicals are known to cause damages such as
heart disease, diabetes, cancer etc.
Antioxidants are substances that prevent and repair the oxidative
damage to our body. Antioxidants may also enhance immune defense
and therefore lower the risk of cancer and infection.
A recent study revealed that 5 servings of fruits and vegetables reduce
the risk of stroke by 25 percent. Ice Tea contains at least as many
antioxidants as fruits and veggies such as strawberries and spinach!
Lemony goodness:
Lemon ice tea is not just another glass of soft drink; it offers the most
valuable benefits of lemon such as vision and digestion improvement,
relaxing of the nervous system, antibacterial properties and aid in
fighting colds and flu symptoms.
Most importantly, lemon contains the most effective type of vitamin C
that helps prevent cancer. Tapal Ice Tea brings all these benefits to you
in a delicious drink.
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MARKETING OBJECTIVES
The objectives of the marketing plan are strategically centered on 3
criteria;
To create a strong consumer awareness against unorganized tea
products To establish a wide brand recognition through the capture ofmarket share in the multi segment,
and To become the top market leader in that particular segment within
the strong research and development.
MARKETING STRATEGIES:
Create awareness among the consumer through strong positioning.We
will do mass advertisement in order to compete and increase market
share.
Introduction of the product (Tapal Ice Tea ) in new pet bottle packaging
Using tapal distribution network, get the maximum shelf for the product.
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TARGET MARKET SEGMENTATION
Demographics
Age 16-30 years
Income 30,000 +
Psychographics
Social Class Middle-middle, upper-middle
,upper class
Behavioral
Occasion Regular use and special occasions
Benefits Taste, Healthier, economy
User status Heavy users, and medium users
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Loyalty status Medium
Price:
We are intended to follow value price method. Value pricing is offering
the product at a fair and reasonable price that makes sense to thepurchasing customer.
Prices are as follows:
PRODUCT PRICE
25 gm powder
sachetsRs.15
320 ml can Rs.30
200 ml pet bottle Rs.20
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Place/Location:
Tapal here again uses 3PL logistics for movement of finished products
from manufacturing plant to the 6 designated Warehouses. This
movement is carried out in 14 to 15 feet containers. Tapal distributors
then place their orders at the warehouses.
Products then delivered to the distributor who further delivered the
product to wholesalers and retailers. The lead time of order fulfillment
is at most 6 to 7 days. Tapal use FIFO method for its inventory
management. Tapal has more than thousands of distributors in all over
the Pakistan. Tapal also have Vendor management contracts with Macro,
Metro, Imtiaz, Naheeds in Karachi and other Hyper Markets in other
cities of Pakistan.
Tapal also export its product in different countries. In Exporting when
an order is placed at Tapal from importers, Tapal packed the order in
pallets load it in 14 to 15 feet trucks delivered it to the port where Tapal
forwarding agent shipped the order to the importer country.
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Manufacturing
Plant of Tapal
3O TO 40 FEET
TRUCKS(3PL)
WAREHOUSE
14 TO 15
FEET
TRUCKS
(3PL)
Metro
Macro
14 TO 15
FEET(3PL)
14 TO 15
FEET(3PL)
Distributors
Export
Promotion
Methods of Promotion:
Advertising. Sales promotion. Mobile marketing Promotion Objectives:
To present information to consumers as well as others.
To increase demand.
To differentiate our store with others.
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(1) ADVERTISING:
Selected Advertisement Media TV News paper Outdoor advertisement Bill board
We are intended to advertise our product on the following media types:
Media vehicles:
News channel :
GEO TV at khabarnama time, 9:04. And it would be a continuous pattern;
1st 2 weeks, and then would pulsing; once a month. And in the followed
by every 1st week of every month continuously.
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News papers:
The placement of our product would be on the third page of DAWN, once
a month on weekends especially on Sunday for 4 months. Taking an add
size of [20 x 3]
Bill Boards :
Following locations are selected for bill boards:
DHA: Schown chorangi surroundings, punjab chorangi towards
ashiyana.
Reason: Preference of all multinational company, attractive place for
billboards.
NORTH.NAZIMABAD: Board office towards hyderi.
Reason: Shopping malls, restaurants, signals traffic & click of eye vision.
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SHARAH E FAISAL is the best road to advertise through bill boards,
Outdoor advertising:
Distribution of posters, broachers posters in the different area areas.
And on the basis on broachers consumption more printing would be
done.
SALES PROMOTION:
For promoting sales, we will give different weights to the different
products, when consumer buys the product he will get the points. On the
basis of the collected points, He/she will be given free items in
accordance with collected points.
MOBILE MARKETING:
We are intended to us our delivery vehicles as a means to mobile
marketing.
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FINANCE PLAN
TOTAL PROMOTIONAL BUDGET:
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Bill board10000000
TV promotion
25000000
Radio Promotion
On air Expense (Radio1 Fm 91 4 spots a day for 3 months)2500000
Magazine
(Full page A4 )1500000
News paper8000000
Other activities3000000
Total 5,00,00,000
SALES ANALYSIS
Expected sales analysis in units:
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M k M P 25
Month 1 2 3 4 5
Sales 20,000 24,000 30,000 39,000 39,000
% increase - 20% 25% 30% Nil
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
1 2 3 4 5
Sales
Month
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