tapal presentation.pptx

8/10/2019 Tapal presentation.pptx

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Group Members:Qurat ul Ain Malik

Fanoos Khushbukht

Madiha

Farah


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INTRODUCTION OF TAPAL:

From its modest beginning as a family-owned retail

outlet in Jodia Bazaar Karachi, the biggest

commodities market in the country, Tapal Tea

(Private) Limited today is the largest wholly-ownedPakistani tea packaging and marketing company.

COMPANY PROFILE:

Manufacturer company.

Located in Korangi Industrial Area.

501-1000 people work there.

Established in 1975.


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Approx. 140 million kg of tea marketed annually

110 m kg is met by the imports

30 million kg demand is fed by the smuggled

counterpart.

Of the 110 million kg regular imports,

70 million kg is branded

40 million kg loose market

Tapal & Unilever combined enjoy the biggest market

share:

60millionkg

10millionby other small companies

MARKET SHARE


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COMPANYS VISION & MISSIONVision

Achieve leadership in all

Categories of our core business &diversify in areas which

compliment the core business.

MissionTo satisfy our stakeholders & as a

guiding principal to our business

be a benchmark for quality,

creativity & ethical values.


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TAPAL BRANDS

Tapal Danedar

Tapal Family MixtureMezban Premier Dust

Tezdum

Chenak Kenya dust

Tapal safari chai

Jasmine Green Tea

Tapal special teabags


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TOP 5 SHAREHOLDERS

Aftab Tapal 50%

Kumail Tapal 16.6%

Mehwish Tapal 8.33%Maria Tapal 8.33%

Rashida Tapal 16.66%


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Continuous innovation for increased customer value

First to introduce soft pack in the country,

The pioneers of introducing Jasmine Green Tea in Pakistan.

The only company to introduce round-tea bags in Pakistan.

The only company to develop an entirely new blend and category

(the mixture of leaf & dust).

Tapal is one company that is catering to the needs of all

segments of the societyExport

Tea cultivationStrong R&D team

Brand sponsored shows such as musical concerts and cricket

tournaments.

Good brand awareness in the local target market

Strengths


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Weaknesses

Brand Switching: It is a major hurdle for Tapal to position its tea

abroad in the minds of the consumers and encourage them to

indulge in brand switching.

Increased import Cost: Have to import some of their productsfrom other countries, which increase their costs.

Cash Sales: Most of the sales are on cash, problem for the

distributor then they can switch to competitors.

Quality Control: Tight quality control procedures lead to higher

costs and its time consuming andoften discontent the suppliers


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Iced Tea: In the long run there is going to be a market for Ice-Tea and flavored tea.

Teabags:The market growth of the tea-bag market because

of it being easy to use.

Strong Taste:Customers are more attracted towards strongtaste and quality of tea offered by tea providers.

New Markets:There are markets in Punjab, N.W.F.P andBalochistan, which are not as yet explored by competition.

Tea Import:Duty free tea import from Sri Lanka andBangladesh and India.

Green Tea:Green tea market is growing

Opportunities


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Competitors Marketing: Strong marketing campaignsof Unilever makes it extremely difficult for Tapal to counter-

attack because of low budgets.

Brand Name: Unilever as a more established brandname than Tapal world wide.

Import Duties: High import duties encourage smugglersof tea to grow.

Govt. Laws:The unstable rules and regulation of thegovernment hinders the tea companies.

Climaticconditions:Due to climatic conditions, when the

weather of Pakistan is mostly hot; consumers would prefersoft drinks over tea

Threats


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TARGET MARKET &

AUDIENCETarget Market:Male and Female

18+

All SECsAll income groups

Target audience:Male & Female

18+SECs A B C D

Urban & rural satellite

viewers


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TAPAL PRODUCTS MARKET SEGMENTATION

Tapal Danedar Households/Offices(High Income)

Tapal Family Mixture Households(Middle Class)

Mezban Premier Dust Dhabba/ Household(rural areas)

Tezdum Dhabba/ Household(rural areas)

Chenak Kenya dust Households(Low Income)

Tapal safari chai AthletesJasmine Green Tea Households/Offices

Tapal special teabags Travelers/Workplace

TAPAL SEGMENTATION


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TAPAL DISTRIBUTION

End Users/Application of Products


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Products Introduction Growth Maturity Decline

Tapal Danedar ####

Tapal Family

Mixture

####

Mezban

Premier Dust

####

Tezdum ####

Tapal safari

chai

####

Jasmine Green

Tea

####

Tapal special

teabags

####

TAPAL PRODUCT LIFECYCLE


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tapal presentation.pptx

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