Tapal Danedar Brand Analysis
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komal6fatima-414729Tapal Danedar Brand Analysis
Uploaded by
komal6fatima-414729BASIC ANALYSES OF TAPAL
BRAND
Product selected: Tapal Danedar
Prepared By:
JAVERIA ATIQ
IQRA UNIVERSITY
Submitted to Ma’am Uzma Waqas
PESENTATION OVERVIEW:
1. Introduction
2. Tapal Brands
3. Tapal vision and mission statement
4. Tapal Danedar (as product selected)
5. Positioning strategy
6. Market segmentation
7. Product lifecycle
8. Marketing mix
INTRODUCTION
explicitly illustrates how the color
“Laal hai toh Tapal hai” is their red is symbolizes togetherness of the
slogan which explains that red is the nation.
color which translates our happiness,
joys, relations and emotions. From this we can easily conclude
how Dander's values, features,
It stands out as the color design and style is compatible to its
of Pakistani folklore and customs, customers and their lifestyle.
weddings, festivity and sentiments.
Tapal did extensive marketing
research and then came out with this
vibrant red eye-catching design.
Even through its advertisements it
DANEDAR
FAMILY
MIXTURE
ICE TEA
JASMINE
BRANDS
DIFFERENT SHADES OF ELACHI
BRANDS OF GREEN
TAPAL
TAPAL
LEMON
CHENAL
MEZBAN GULBAHAR
TAPAL SPECIAL
TEZDUM TEABAGS
TAPAL SAFARI
OTHER
BRANDS
"We are at Tapal are committed to create
powerful brands for our diverse consumer
base."
Tapal Danedar is the largest selling tea brands of Pakistan
.
Tapal Danedar is available in jars, pouches, tea bags and hard
packs
The name ‘Danedar’ is evocative and suggests a blend
consisting of premium quality Kenyan BP1s ‘danas’ or granules.
These curled leaves are considered to be the most premium form
of tea and the Danedar blend is especially created to suit the local
taste buds combining a lively flavor with a rich color and a
distinct aroma making it a nationwide best seller.
POSITIONING STRATEGY
Positioning statement is the most internal and confidential element
of brand personality. On the basis of our observation we find that
positioning strategy of tapal Danedar as
Currently tapal danedar has positioned itself as an all-purpose
quality [Link] its advertisement directed towards traditions and
family values , togetherness, bond and unity with differentiating on
the basis of quality mixture offering and their deep-rooted links with
tea and tea-time.
Every integrated campaign carried, conveys the same message of
being family oriented, bonding and togetherness.
SWOT ANALYSIS
STRENGTHS WEAKNESS
1. Strong brand name 1. Relying excessively on Sindh sales
2. Strong distribution network 2. Neglecting some of the brands in the
3. Extensive product line portfolio; e.g. “Gulbahar Green Tea”,
4. Consistent quality Jasmine Green Tea, Chenak Dust etc.
5. Loyal customer base in Sindh
6. Pioneers in Soft packaging
THREADS OPPURTUNITIES
1. Competitors gaining market 1. Overseas Growth through increasing
share in export of Tapal in many countries.
Other provinces 2. Decrease in imports by cultivating tea
2. Due to the black market, smuggled on their own lands locally
tea is available at cheaper prices 3. Marketing in rural areas
PRODUCT LIFE CYCLE
Tapal Danedar is
currently at its maturity
stage on the product life
cycle graph.
Tapal have established
their brands in the market
and are enjoying huge
profit margins.
CONTINUE….
•As Tapal danedar is at its maturity stage it is very necessary for
brand to do efforts to sustain in the current stage that is maturity
stage.
•“The change of tagline [from har lamhay ki chah to ab dil ki sunno]
is part of our journey to reposition the brand from ‘tea for every
occasion’ to reflect the different attitudes of our target audience who
listen to their heart.”
MARKET SHARE
Sales % Pakistan Tea Market
UL TAPAL VITAL Branded tea Loose tea
TETLY OTHERS
4%
6%
6%
43% 47%
53%
41%
•CONTINUE….
•Lipton and Tapal have direct one to one competition because they
not only have higher market shares and their business growth rate
is higher and they believe in continuously investing in their
businesses for expansion purposes.
• Supreme business growth wise, its progress is pretty slow but as
far as the market share is concerned, it absolutely has a greater
market share than Tetley or Vital
•Tetley and Vital, both have least market share The low market
share is an issue at their end and if they do not work on improving
it they might end up in the decline region. It is important for them
to further diversify their businesses if they want to sustain
themselves in the current market scenario.
MARKET SEGMENTATION
Geographical Demographics
World region Asia Age 18-60
Country Pakistan Gender Male, female
Cities All major cities of Pakistan Family size 1-2, 3-4, 5+
Density Urban Family life cycle Married,
Unmarried
Climate Hot and Dry Income Rs 15000 +
Occupation Labor, business
man ,
entrepreneurs ,
self employed &
student
Psychographics Behavioral
Social class Middle, middle- upper, upper Occasions Regular occasions,
parties
Life style Trendy, quality conscious, readiness Aware through ATL and
trying to differentiate BTL, Interested
themselves, family Loyalty status strong
belongings, cultural &
MARKETING MIX
PRODUCT
PRICE
PLACE
PROMOTION
The Core Benefit
• Tea Beverage
The Actual Product
• Packaging and labeling: sachets (rs 3 and rs 5),
jar (450 gm), hard pack (30gm, 100gm, 200gm),
economy pack (400gm, 1000gm)
• Branding: Red color, aspect of refreshing, hard
pack and soft pack both.
• Trade name: Tapal Dander, a TAPAL product
• Brand personality Freshness, Healthy,
Innovative, etc.
• Brand equity: Tapal Danedar provides a quality,
consistent, innovative and accessible tea
• Tapal follows high-medium price strategy in which it
offers high quality tea at reasonable prices.
• Various factors need to be considered while pricing a
product. The factors considered by Tapal Danedar are
mainly cost of the tea, demand, purchasing power of its
consumers, economic conditions
• Tapal also follows a Going Rate Pricing strategy, in
which it bases its price largely on competitors’ price
that is Unilever.
Pack size New price Your saving
Danedar 100 gm 59 6
Danedar 200 gm 113 12
Danedar 400 gm 219 21
Daneda 450 gm 272 28
jar
Danedar 1000 gm 518 52
Danedar 100 tea 255 25
bags
•Tapal Danedar has a wide distribution network linking various
intermediarieswhich perform assorted functions.
•TAPAL has 5 main warehouses in Pakistan which are located in
Karach, Sukur, Hyderabad, Multan, Rawalpindi
•Tapal Danedar is distributed through a conventional marketing
channel that comprises of a manufacturer, wholesalers, and
retailers. These perform their important tasks of information
dissemination, negotiation, ordering, financing, risk taking,
storage, and promotion.
Manufacturer End
Wholesaler retailer
consumer
• Tapal caters to its customers by providing Tapal Danedar
to more than 140,000 outlets in Pakistan, which include
superstores, department stores, general stores, medical
stores, grocery stores, merchants, etc.
• It ensures that it places its tea in the same outlets as its
competitors in order to maximize availability. The
distribution coverage of Tapal is as follows:
Karachi 14%
Lahore 34%
Islamabad 18%
Sukkur 22%
Hyderabad 12%
PRINT AD PROMOTION:
.
. CONSUMER PROMOTION:
BTL ACTIVATION
.
