Está en la página 1de 20

TABLE OF CONTENTS

TAPAL ..................................................................................................................................................................... 2 CURRENT ANALYSIS .......................................................................................................................................... 2 SWOT ANALYSIS .................................................................................................................................... 2 BCG Matrix ................................................................................................................................................ 3 PORTER FIVE FORCES ANALYSIS : .................................................................................................. 4 PESTEL ANALYSIS: ................................................................................................................................ 6 COMPETITOR ANALYSIS: .............................................................................................................. 8 NEW MARKETING PLAN OF TAPAL ................................................................................................................ 9 TARGET AUDIENCE: ....................................................................................................................................... 9 PRODUCT MIX ................................................................................................................................................ 10 PRODUCT ............................................................................................................................................ 10 PRICE ................................................................................................................................................... 12 PROMOTION ...................................................................................................................................... 13 PLACEMENT: ..................................................................................................................................... 16

REFERENCES....................................................................................................................................................... 20

1|Page

TAPAL CURRENT ANALYSIS 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 dynamic professionals headed by Aftab Tapal himself. Tapal has 9 brands. Its one of the major competitor is UNILEVER. In order to compete with its competitor, it is using different defensive strategies in order to gain control of that territory the Lipton has been able to manage. For this Tapal should know that are the strengths of its company and what are the weaknesses that they should overcome and how they should avail their opportunities. Well come to know all this by doing swot analysis. Well also be using other tools that include pest analysis, bcg matrix, porter five analysis and competitive analysis in order to analyze the current situation of Tapal. SWOT ANALYSIS SWOT Analysis is a strategic planning method used to analyze the Strengths, Weaknesses (that are the internal aspects of a company) Opportunities and Threats (that are the external situational factors) involved in business. Strengths can help the company to reach to its objectives while weaknesses hinder the company to achieve its goals. By understanding these four aspects of its situation, a firm can better influence its strengths, overcome its weaknesses, take advantage of golden opportunities, and discourage disturbing threats. The swot analysis of Tapal is as follows: o Strengths: The strength of Tapal is that they continuously innovate things in order to increase customer value for example it was the first company to introduce soft packaging in the country. It was the only company to introduce round tea-bags in Pakistan. It was the pioneer of Jasmine green tea in Pakistan. Tapal has strong R&D team. It has good brand awareness in the local target market. Tapal is the largest selling brand in Karachi. o Weakness: Every company should overcome their weaknesses and increase their strengths. One of the weaknesses of Tapal is that it has to import some of their products from other countries due to which their cost
2|Page

becomes too large. One more thing that increases cost of Tapal is their tight quality control procedures. One disadvantage of this procedure is that very time consuming and many times it has cause dissatisfaction to the suppliers. Tapal has a lot of product lines but still not be able to knock out loose tea which is not branded. One more weak point of Tapal is that it wrongly positioned the Tapal safari Kenya leaf. o Opportunities:

One of the opportunities for Tapal is the market growth of tea-bag market as it is very easy and convenient to use. As customers are more attracted towards the strong tea and the quality of tea so this will be opportunity for Tapal to focus on these things to increase their sales. As the green tea marketing is growing which is also a great opportunity for Tapal to increase its sales through Tapal Gulbahar which is Tapal green tea. Increase in population is also an opportunity for Tapal this will may increase their customers. o Threats: One of the major threats that Tapal is facing is the competitive strategies of UNILEVER. As its marketing campaigns are very strong and it becomes difficult for Tapal to defend itself due to low budgets. One more advantage of Lipton is that they have history but Tapal does not have. This was concluded from our survey that we conducted targeting housewives as most of the house wives use Lipton as it is being used by them from their families to families. Climatic conditions are also one of the threats for Tapal as in summer season people prefer soft drinks over tea. BCG Matrix In order to analyze the business units or product lines BCG matrix is used which is the abbreviation of Boston Consulting Group. It helps the company to allocate resources and it is used as analysis tool in brand marketing. This matrix takes into account two important dimensions that are market growth and relative market share. Basically Tapal is placed in stars as it has high market share and high relative market growth. Tapal believe in continuously investing in their businesses for expansion purposes. But within Tapal different

3|Page

brands of it are placed in different categories in BCG matrix. BCG matrix with regard to Tapal is as follow:

PORTER FIVE FORCES ANALYSIS :


Michael Porter provided a framework that models an industry as being influenced by five factors. o Rivalry: The intensity of competition in the tea industry is fairly high. There are few established names like Lipton and Brooke Bond in the market. Now Tetley has also been introduced in the market. So Tapal is competing with all of these and also Khulli Chai as well. Talking about Lipton and Brooke Bond they are brands of Unilever which is known to be a giant in the tea industry. It seemed impossible that any
4|Page

local brand would even survive when competing with them but Tapal proved them wrong through smart advertising and high quality product it has already given Brooke Bond a run for its money and now facing Lipton. The rivalry can be observed when we look at the ad spend of these companies. All of them advertise heavily to gain a competitive advantage over the other.

o Threat of new entrants: Threat of new entrants is high. This is evident by the immense growth in the industry and government policies are also encouraging new Tea houses to emerge on the scene. The taxes on import of tea are reduced thereby decreasing the cost of production. It can be taken as positive sign by a prospect player. Initially it was thought that no company would survive against the giants of Unilever but since Tapal people have started thinking that local brands can do well and new players might decide to come into this market.

o Threat of substitutes: In this case tea will always remain an integral part of our culture. Having said that there is a low switching cost associated with the trade off of substitutes, In case of tea substitute is coffee and even cold drink in some case. It can easily be assumed that the demand for tea is nothing but increasing. Currently majority of the consumers have not developed the taste for coffee so it cannot be seen as a potential threat. Change in patterns can be observed because consumers are shifting from normal tea to green tea but again the broad category of the product remains the same.

o Bargaining power of buyers: The bargaining power of buyers is low because of the high demand. Although due to increased competition prices remain competitive but buyers have little or no bargaining power. In case of tea an element of brand loyalty is also associated so a consumer would want to use a same brand which gives in his bargaining power. Also with tea people prefer quality over its price.

5|Page

o Bargaining power of suppliers: Bargaining Power of supplier is high because there are few suppliers of tea. The reason why there are few is because there is a specific taste of tea that consumers like so the manufacturers are forced to choose from few options. In Pakistan tea is imported majorly from Kenya and Srilanka so the supplier is at power to influence the price due to the limited availability of the raw tea. In Pakistan recent plantation of tea farms may favor the local manufacturers and foreign suppliers may find a reduction in their bargaining power.

PESTEL ANALYSIS: PEST analysis is used to describe a framework for the analysis of macro environment factors included: Political Economic Social Technological

Political Factors: Political factors and government interventions can make or break the industry. The political factors have played a very kind role for the tea industry. The political arena has a huge influence upon the regulations of the businesses, and spending power of consumers and other businesses. The political environment of Pakistan is relatively unstable in the current situation. The investors are not willing to invest in Pakistan. However, WTO and trade policies encourage the import of raw materials for Tea industry. Tea Import Quota: It is an important consideration. Each year there is a certain quota on tea import in total imports of Pakistan. Each player is given quota to import and manufacture so one can say that it is a much regulated industry. Diplomatic Relations: The relations with the tea producing nations and Pakistan play a vital role as large part of imports comes from Kenya, but now Pakistan is also importing tea from India.

6|Page

Unstable Geographic Conditions: Pakistan is situated at a very critical and geographically strategic location. Due to the uncertainty new investors are not ready to invest in Pakistan. Economic factors: Economic conditions of an environment have a direct impact on the development of any industry. The recent economic recession in the world has had an impact on Pakistans economy as well. Pakistan's economy mainly encompasses textiles, chemicals, food processing, agriculture and other industries. In 2005, it was the third fastest growing economy in Asia. Since the beginning of 2008, Pakistan's economic outlook has taken a dramatic downturn. Inflation: Inflation remains the biggest threat to the economy, jumping to more than 9% in 2005 before easing to 7.9% in 2006. The central bank is pursuing tighter monetary policy while trying to preserve growth. Foreign exchange reserves are bolstered by steady worker remittances, but a growing current account deficit - driven by a widening trade gap as import growth outstrips export expansion - could draw down reserves and dampen GDP growth in the medium term. Social factors: The social and cultural influences on business vary from country to country. It is very important that such factors are considered. Tea has always been an integral part of Pakistani culture and rituals. It is understood that tea would be present at all events. Changing Trends As work environment is becoming more stressful, people require different forms of refreshment and intakes to increase their energy levels. This further increase the intake of tea at workplaces, tea is not only just available to the employees when needed but is also served twice a day in order to keep them going. On the other hand, media expansion, growth of advertising as a separate industry has resulted in greater exposure of all the brands and masses. Hence social factors and changing mindsets have positively affected this industry. Tea has always been acceptable in all social classes because of its usage. Green tea has recently gained a lot of popularity due to health reasons and is largely consumed. Another factor is the emergence of ice tea which is indirectly competing with soft drinks.

7|Page

Technological factors: Technology is important to gain an edge over competitors and it drives globalization. Technology helps companies to reduce cost and achieve economies of scale. Technology also leads to the development of new products and sometimes even segments. Tea manufacturers like Unilever and Tapal already manufacture tea of the highest quality and they achieve it by the state of the art production facility that they have. Lipton has also installed its own plant of Danedar tea production. COMPETITOR ANALYSIS: The main competitors of Tapal are: Lipton Tea Vital Tea Brooke Bond Supreme Tetley tea Lipton tea: Lipton is one of the world's best-known and best-selling brands of ready-to-drink tea. It is currently owned by Unilever. Being one of the world's greatest tea brands, making a big splash in the global beverages market; it is the epitome of international quality. Lipton Yellow Label's assurance of quality has helped it become the world's largest selling tea brand. Lipton is the global market leader in both leaf and ready-to-drink tea, giving a global share of all teabased beverages. In total non-alcoholic beverages, Lipton is the global number two brand in terms of volume consumed per annum. Due to its size, Lipton is also a dominant player in tea expertise in the world. The company's Lipton Institute of Tea researches tea's various health and mental benefits, as well as tea growing, processing and tasting. Apart from black leaf teas (with the long-standing Lipton Yellow Label brand), the company also markets a large range of other varieties, both in leaf tea as well as ready-to-drink format. These include green teas, black flavored teas, (herbal) infusions, Lipton Linea ('slimming tea') in Europe and Lipton Milk Tea in various Asian markets. Apart from Lipton Ice Tea, none of their products are available for retail in the United Kingdom. In a number of markets, including Japan, Russia and Australia, the company is advertising the benefits of thiamine (which is naturally present in Lipton teas), which is said to have psychoactive properties
8|Page

NEW MARKETING PLAN OF TAPAL In the new marketing plan of Tapal we will be going to highlight the problems with the product mix and the marketing strategies and then we will be going to mention the suggested strategies and the benefits from them so that Tapal customers increases and this will increase their customers as well. It will also help Tapal to compete with its biggest competitor that is Lipton which is the brand of UNILEVER. The modified product mix of Tapal is as follows: TARGET AUDIENCE: Target audience plays a very important role in launching the product and making the marketing strategies. As on the basis of them we make promotional strategies. It different brands target consumers differently. o Tapal Family Mixture The family mixture is targeted for joint family system which is still the major part of Pakistan o Tapal Tez Dum This brand is targeted for segment who like strong cup of tea. Like in one Tapal Tez Dum advertisement its statement is Tapal tazdem lagay tha ker ke o Mezban Premier Dust This brand is targeted for the people who prefer strong cup of tea as it became a favorite brand for the people of Sindh.

o Chenak Dust This brand has strong flavor that some people prefer. It is popular in Sindh. o Tapal danedar and danedar tea bags
9|Page

TAPAL basically has targeted the urban areas and has concentrated on the upper and middle classes {preferable age group ranging from (18 45)}. As there are some problems in their strategy of targeting their market for selling the brand; tapal should target youth and business executives as their new target customers. Although tapal is now focusing on this social class by the introduction of tea-bags, yet this focus should more objective to improve its market positioning.

PRODUCT MIX

PRODUCT The current product mix of Tapal includes Danedar Leaf Blend, Family mixture, Safari Kenya Leaf, Mezban Super Dust, Chenak Kenya Dust, Special Teabags, Jasmine green tea, Gulbahar Green Tea, Tezdum and Special Round Teabags. Tapal being a brand enjoys strong demand overall in Pakistan due to several reasons. The prime reason is that it is a tea brand which is consumed overwhelmingly in rural areas of Pakistan which accounts of nearly 68% of total area and population. In the urban areas and important metropolitan cities of Pakistan like Karachi, Lahore, Islamabad, Faisalabad, Multan, Hyderabad and others, it is in quite low demand. The main reason is that majority of middle and upper class give preference to taste when it comes to tea. A short survey conducted by our group to different retail outlets revealed the fact that the demand for other tea brands especially Lipton is 10 times more than the demand for Tapal in urban areas. The owner of a retail store went on saying that: If we purchase Lipton worth of Rs5000 then we would purchase Tapal only of worth Rs500 or maybe 1000. This shows the diversity in demand of Tapal in urban and rural areas. In addition to it Tapal has a variety of brands each catering to different market segments. After Tapals Family mixture became the largest selling brand of the District Karachi, Tapal was encouraged to innovate further. As a result an entirely new category brand called Danedar was created and launched. Tapal Danedar became the countrys largest selling brand with a loyal following which shows that Tapal has been successful in
10 | P a g e

somehow creating a brand image among its customers. Again this is due to the rural, urban ratio in Pakistan. Tea is a part of culture in Subcontinent particularly and Tapal has achieved a place where it has become an integral part of this tradition with an unparalleled grace of its own. Market Information: In order to formulate a new marketing plan for Tapal we would first divide our market into the provinces and then we would be concentrating on its implementation nationwide. Market Segments: According to the buying power and purchase pattern the market for tea can be broadly classified into three main sections: Low Segments, which includes tea consumed in rural and urban areas in low income family groups. This segment accounts for almost 70% of the total market. Middle Segment, which includes middle and upper income households in urban areas. This segment accounts for nearly 20% of the total market. Upper Segment, which includes the elite class or very high income households. This segment accounts for only 10% of the total target market. Branding Strategy: In order to enhance its demand in rural areas we are coming up with a new product mix strategy for Tapal. Tapal should target specific groups in the rural areas in order to boost up its sales. For instance it is the teenagers and young couples that Tapal wants to target. This segment may also prove to be a niche market for the Tapal since no other brand specifically has targeted teenagers. For example Tapal launches a new product by the name Tapal Teen targeted at teenagers. This would be a venture which if proves to be a success would result in an enormous growth of Tapal sales in the cities as well as high profits. This exclusive brand of Tapal by the name of Tapal Teen would be available in packets of size 60g, 125g and 250g. Moreover, once it is launched its response by the young generation would be observed and measured and after that teabags of this brand would also be available in the market. This would be done in a very short time of span and before our competitors can copy and launch alternatives in the market. So it is a big venture for Tapal as a whole and a huge responsibility on the shoulders of

11 | P a g e

Tapals Sales and Marketing department. The special feature of this new product is that it would be available in four different flavors as follows: Chocolate Vanilla Strawberry Peach

The structure of the tea would be the same but an essence of the flavors would be added. Brand Personality: Tapal can hire any young musician or cricketer as their brand personality. It can be Atif Aslam or Salman Butt as this would really inspire and would have a strong impact on the minds of youngsters. Packaging and Labeling: It is recommended that packaging should be done according to tastes and flavors that would be available. For instance, chocolate flavor would be dark brown, vanilla would be creamy color and so on. Packaging should protect, contain and promote the brand itself. Besides, it should meet the requirements of international standards and quality. Preference should be given to recycle and then manufacture tea packets and bags as this would save cost as well it is a more environment friendly task. The packaging should be funky, charismatic, appealing and youthful. Conclusions: It is obvious that Tapal is a very strong brand in rural areas especially Sindh. It has got a range of products as described above. Currently, its packaging contains figures and images that strongly relate to emotions and family connections (as is the case in Tapal Family Mixture). In order to boost its sales up we have identified a new product mix for Tapal which is explained above in complete details. PRICE Tapal has gone for value based pricing but their products are not doing as well as Lipton which has great market share. So to support their value based pricing they need to improve their value, which is a major concern of the consumer. The majority of the retailers reported that consumers complain about
12 | P a g e

Tapals high price and medium quality, while Lipton sells itself on value based pricing because their tea quality is excellent. Tea is a product which moves from generation to generation and price doesnt have much affect on its sales, is any. Since Tapal is not as old as Lipton, which had already established itself in the market before Tapal came, Tapal has to suffer. Pricing is usually not a concern to everyday tea drinkers so Tapal needs to focus on its quality and its promotion which is in a dire need of attention. Tapal can opt for promotional prices in the meanwhile by reducing their price when their quality improves, and then gradually increase the price once they have established their consumer base. Also, Tapal can greatly improve their sales by product bundle pricing. They should bundle a few Tapal Jasmine Green Tea sachets with their 200 grams packet of Tapal Danedar as that would attract the customers. Tapal was the first company to launch its green tea so it would be an added benefit if they adopt the bundling strategy to boost their sales.

PROMOTION TAPAL tea brings people together, in times of joy and in times of pain. Our lives center around it, weather it is the evening tea enjoyed by family or spontaneous tea parties with friends. For some, their day cannot begin without a cup of tea, and for others nothing else completes it. Advertising by tapal tea In an increasingly competitive marketplace, greater emphasis is being placed on brand image development as the basis for consumer discrimination. Advertising has a central role to play in developing brand image, whether at the corporate, retail or product level. It informs consumers of the functional capabilities of the brand while simultaneously imbuing the brand with symbolic values and meanings relevant to the consumer.

Television advertising is used as its a most effective medium and hence, this acts as an inducement to consumers to purchase the product. Sometimes there are TV advertisements designed for different regions of Pakistan to achieve different advertising objectives in those geographic areas.
13 | P a g e

Outdoor advertising: This form of advertising is used to increase out of home visibility in shops and in the streets. The various activities under the umbrella of outdoor advertising are: Print Media: Ten percent of the promotion budget is spent on print media, which includes both newspapers and magazines e.g Jang, Dawn, The News, She, Akhbar e jehan etc. Billboards Pole signs Spectaculars

Tapal tea sales promotion A definition of sales promotion becomes more difficult as the industry expands. At its most precise, it is any scheme designed to sell more product. In the broadest sense, it is everything in the marketing mix. Examples of tapal tea sales promotion include: To familiarize consumers with the new blend of Tapal, a certain budget is allocated for the sales promotion of tapal. Examples of tapal tea sales promotion are: Coupons Discounts and allowances Contests Point of purchase Rebate marketing Gifts and incentives Free travel such as free flights.

14 | P a g e

Sales promotions can be directed at either to the customer, sales staff, and channel members.

Consumer sales promotion techniques in tapal: Price deal: A temporary reduction in the price Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package. Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra). Coupons: coupons have become a standard mechanism for sales promotions. On-shelf couponing: Coupons are present at the shelf where the product is available. Checkout dispensers: On checkout the customer is given a coupon based on products purchased. Trade sales promotion techniques in tapal: Trade allowances: short term incentive offered to induce a retailer to stock up on a product. Trade contest: A contest to reward retailers that sell the most products. Point-of-purchase displays: Extra sales tools given to retailers to boost sales. Training programs: dealer employees are trained in selling the product.

Tapal is facing problems regarding coordination gap between its management and consumer expectations. They are not interacting with their consumers properly which is the utmost need in todays marketing environment. Consumers generally prefer those products which interact with them personally. Another problem arising with tapals market perception is this that initially they targeted the far areas of the country and later entered the higher social class. This imprinted a low class brand image of tapal in consumers minds. Although this perception is slowly diminishing, yet tapal needs to further improve its market positioning. Competing with Lipton, which is a sophisticated brand, tapal needs to move itself in terms of personality and standing in such a dynamic market.

15 | P a g e

A new blend for tapal tea: When it comes to making a fine brew, Tapal Tea Ltd claims to be the finest in the business. But convincing consumers of the same is an ongoing struggle. Despite their strong footing against competitors, management at Tapal still felt that an edge was required with regard to obtaining the right picture from the market. With over 400 distributors operating nationwide, the company was looking for a way to improve overall sales reporting the missing element, however, was the ability to provide consistent sales data across the distribution chain. Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to support a push strategy (encouraging intermediaries to buy the product) or a pull strategy (where the role of the sales force may be limited to supporting retailers and providing after-sales service). Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale". The main disadvantage of personal selling is the cost of employing a sales force. Sales people are expensive. In addition to the basic pay package, a business needs to provide incentives to achieve sales (typically this is based on commission and/or bonus arrangements) and the equipment to make sales calls (car, travel and subsistence costs, mobile phone etc).In addition, a sales person can only call on one customer at a time. This is not a costeffective way of reaching a large audience. Thus Tapal do not involve much in personal selling. Direct marketing: Tapal can have its companys website for complaints and suggestions. By this method the gap between the Tapal management and consumer expectation can be reduced. Ways of operating in direct marketing can be direct mail, online marketing, email marketing. PLACEMENT: Distribution Network of Tapal: Distribution plays an integral role in any company whether its a FMCG or utility good. The role of distribution in the marketing mix is to deliver a product to its target market or final consumer. Between the manufacturer and the final consumer stands a set of intermediaries performing a variety of
16 | P a g e

functions. These intermediaries constitute a marketing channel also known as trade channel or distribution channel. The marketing channels are set of interdependent organizations involved in the process of making a product or service available for use or consumption. Marketing channels overcomes the time, place and possession gaps that separate goods and services from those who need or want them. Tapal Tea is known for its wide distribution network. The Tapal distribution channel is:

Manufacturer

Wholesaler

Retailer

Consumer

Tapal Danedar has a two-level channel that contains two intermediaries: Wholesaler Retailer Tapal tea cartons are sold to the wholesalers who then sell it to the retailers who further sell it to the final consumer. The important functions performed by Tapal intermediaries are information, promotion, negotiation ordering, financing, risk taking, physical possession, payment and title. Tapals channel decisions involve relatively long-term commitments to the firms. Tapal has a conventional marketing channel that comprises of producer, wholesalers, and retailers. Each is a separate business seeking to maximize its profits that results in a conflict among the channel members as no channel member has complete or substantial control over other members. TAPAL has 5 main warehouses in Pakistan which are located in the following cities. Karachi Hyderabad Sukkur Multan Raiwind
17 | P a g e

From these warehouses the product move to the distributors as only in north they have 207 distribution channels. And from these distributors the product move to the next, which is retailer and then to the consumer. This is also one of their strengths that they have a strong distribution channels. Tapal has a countrywide sales & distribution network; the company has over 400 distributors from Karachi to Khyber operating nationwide. In the beginning the company sole aim was to capture the tea market of Karachi, as they were already in tea business here, only and then strategically build their network to other cities of Pakistan. Tapal caters to its customers by providing Tapal Danedar and Family Mixtures to more than 140,000 outlets in Pakistan, which include superstores, department stores, general stores, medical stores, paan walas, grocery stores, merchants, etc. Grocery stores and merchants together provide 80 percent; volume of the tea sales. The problem that Tapals distribution network is facing is actually channel conflict. Stakeholders in Tapals distribution network cater themselves as independent channel members who pursue their own objectives. Therefore distribution of the brand gets effected. Moreover, services are overlapped within this distribution hierarchy, that is, duplicate services are there that need to be eliminated. Tapal administration also does not have a proper control over its channels. Lack of coordination within the network at reseller level is resulting in poor placement of Tapal in the market. Shelf positioning strategy is also not well planned. The challenge is not to eliminate conflict but to manage it better; Tapal needs to have a vertical marketing system (VMS) comprising of producer, wholesalers, and retailers acting as a unified system. In VMS one channel member, the channel captain, owns the others or franchises them or has so much power that they all cooperate. The channel captain can be the producer, the wholesaler, or the retailer. VMS can eliminate the channel conflict that results when independent channel members pursue their own objectives. They achieve economies through size, bargaining power and elimination of duplicated services. There are three types of VMS: corporate, administered and contractual. Corporate VMS combines successive stages of production and distribution under single ownership. If Tapal wants to have a high level of control over its channels than this method is best suitable. For example, Tapal can have its own retail outlets.

18 | P a g e

Administered VMS coordinates successive stages of production and distribution through the size and power of one of the members. Manufactures of a dominant brand are able to secure strong trade cooperation and support from resellers. For example Tapal can able to command high levels of cooperation from it resellers in connection with displays, shelf space, promotions and price policies. Tapal can also have a Contractual VMS consists of independent firms at different levels of production and distribution integrating their programs on a contractual basis to obtain more economies or sales impact than they could achieve alone. Effective channel management calls for selecting intermediaries and training and motivating them. Channel arrangements may not be modified when marketing conditions change. The main goal of Tapal should be to build a long-term partnership that will be profitable for the channel members. Individual members must be periodically evaluated against pre-established goals of the company.

19 | P a g e

REFERENCES o http://www.scribd.com/doc/22062546/Report-on-Tapal-by-Ali o http://www.amcy5.com/projects/marketing/amcy9.htm o http://cbm.club.officelive.com/marketing/Principles%20of%20Marketing%20Tapal%20Tea.doc o http://www.docstoc.com/docs/10491040/Tapal-Tea---Marketing-Management-Report o http://www.docstoc.com/docs/11516130/Lipton-Yellow-Label-Tea o http://en.wikipedia.org/wiki/SWOT_analysis o http://en.wikipedia.org/wiki/Growth-share_matrix o http://en.wikipedia.org/wiki/Parenthetical_referencing o www.amis.pk/pdf/Feasibilities/SMEDA%20Tea%20Company.pdf o www.alibaba.com/member/tapaltea.html o www.linkedin.com/companies/tapal-tea-pvt-ltd o https://www.myethnicworld.com/p-2810-tapal-jasmine-green-tea-30-tea-bags-25-oz.aspx o www.myethnicworld.com/p-2530-tapal-danedar-loose-leaf-tea-8-oz.aspx o www.ishopindian.com/tapal-danedar-tea-bags-pr-23633.html o tecnicosdeportivos.com/psps/IL2636ILE.html o www.madyee.com/product.../tapal-danedar-leaf-blend-tea-p107506.html

20 | P a g e