BASIC 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 brand.With 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
.