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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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