Download - BASIC ANALYSES OF TAPAL BRAND
Ma’am Uzma Waqas
BASIC ANALYSES OF TAPAL BRAND
Submitted to
Product selected: Tapal Danedar
Prepared By:JAVERIA ATIQ
IQRA UNIVERSITY
PESENTATION OVERVIEW:
1. Introduction2.Tapal Brands3.Tapal vision and mission statement4.Tapal Danedar (as product selected)5.Positioning strategy6.Market segmentation7.Product lifecycle8.Marketing mix
INTRODUCTION
“Laal hai toh Tapal hai” is their slogan which explains that red is the color which translates our happiness, joys, relations and emotions.
It stands out as the color of Pakistani folklore and customs, 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
explicitly illustrates how the color red is symbolizes togetherness of the nation.
From this we can easily conclude how Dander's values, features, design and style is compatible to its customers and their lifestyle.
DIFFERENT BRANDS OF
TAPAL
DANEDAR
FAMILY MIXTURE
ICE TEA
SHADES OF GREEN
JASMINE
ELACHI
LEMONCHENAL
MEZBAN
TEZDUM
OTHER BRANDS
GULBAHARTAPAL
SPECIAL TEABAGS
TAPAL SAFARITA
PAL
B
RA
ND
S
“To be a benchmark for quality, creativity and ethical values.”
"We are at Tapal are committed to create powerful brands for our diverse consumer base."
VISION STATEMENT
MISSION STATEMENT
.
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 WEAKNESS
1. Relying excessively on Sindh sales
2. Neglecting some of the brands in the portfolio; e.g. “Gulbahar Green Tea”, Jasmine Green Tea, Chenak Dust etc.
OPPURTUNITIES1. Overseas Growth through
increasing export of Tapal in many countries.
2. Decrease in imports by cultivating tea on their own lands locally
3. Marketing in rural areas
STRENGTHS 1. Strong brand name2. Strong distribution network3. Extensive product line4. Consistent quality5. Loyal customer base in Sindh6. Pioneers in Soft packagingTHREADS
1. Competitors gaining market share in
Other provinces2. Due to the black market, smuggled tea is available at cheaper prices
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.
PRODUCT LIFE CYCLE
•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.”
CONTINUE….
MARKET SHARE
43%
41%
6%
4% 6%
Sales %
UL TAPAL VITALTETLY OTHERS
53%47%
Pakistan Tea Market
Branded tea Loose tea
•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.
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, trying to differentiate themselves, family belongings, cultural & heritage values, pride, unity lovers, patriotism
readiness Aware through ATL and BTL, Interested
Loyalty status strong
Personality Elegant, simple, extrovert benefits Quality, taste, aroma
MARKET SEGMENTATION
MARKETING MIX
PRODUCT
PRICE
PLACE
PROMOTION
PR
OD
UC
T 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 reputation.
PR
ICE
• 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.
PR
ICE
Pack size New price Your saving
Danedar 100 gm
59 6
Danedar 200 gm
113 12
Danedar 400 gm
219 21
Daneda 450 gm jar
272 28
Danedar 1000 gm
518 52
Danedar 100 tea bags
255 25
PLA
CE
•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. Manufactu
rerWholesale
r retailer End consumer
PLA
CE
• 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