Group Members:

Qurat ul Ain Malik

Fanoos Khushbukht
Madiha
Farah

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-owned
Pakistani tea packaging and marketing company.

COMPANY PROFILE:

Manufacturer company.
Located in Korangi Industrial Area.
501-1000 people work there.
Established in 1975.

MARKET SHARE
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
10million by other small companies

COMPANYS VISION & MISSION

Vision
Achieve leadership in all
Categories of our core business &
diversify in areas which
compliment the core business.
Mission
To satisfy our stakeholders & as a
guiding principal to our business
be a benchmark for quality,
creativity & ethical values.

TAPAL BRANDS
Tapal Danedar
Tapal Family Mixture
Mezban Premier Dust
Tezdum
Chenak Kenya dust
Tapal safari chai
Jasmine Green Tea
Tapal special teabags

TOP 5 SHAREHOLDERS
Aftab Tapal 50%
Kumail Tapal 16.6%
Mehwish Tapal 8.33%
Maria Tapal 8.33%
Rashida Tapal 16.66%

Strengths
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 society
Export
Tea cultivation
Strong R&D team
Brand sponsored shows such as musical concerts and cricket
tournaments.
Good brand awareness in the local target market

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 products
from 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

Opportunities
Iced Tea: In the long run there is going to be a market for IceTea 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 strong

taste and quality of tea offered by tea providers.

New Markets:There are markets in Punjab, N.W.F.P and

Balochistan, which are not as yet explored by competition.

Tea Import:Duty free tea import from Sri Lanka and

Bangladesh and India.
Green Tea:Green tea market is growing

Threats
Competitors Marketing: Strong marketing campaigns
of Unilever makes it extremely difficult for Tapal to counterattack because of low budgets.

Brand Name: Unilever as a more established brand

name than Tapal world wide.

Import Duties: High import duties encourage smugglers

of tea to grow.

Govt. Laws:The unstable rules and regulation of the

government hinders the tea companies.

Climaticconditions:Due to climatic conditions, when the

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

TARGET MARKET &

AUDIENCE
Target Market:
Male and Female
18+
All SECs
All income groups

Target audience:
Male & Female
18+
SECs A B C D
Urban & rural satellite
viewers

TAPAL SEGMENTATION
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

Athletes

Jasmine Green Tea

Households/Offices

Tapal special teabags

Travelers/Workplace

TAPAL DISTRIBUTION

End Users/Application of Products

TAPAL PRODUCT LIFECYCLE

Products

Introduction

Growth

Maturity

Tapal Danedar

####

Tapal Family
Mixture

####

Mezban
Premier Dust

####

Tezdum

####

Tapal safari
chai

####

Jasmine Green
Tea

Tapal special
teabags

####

####

Decline