INSTITUTE OF BUSINESS AND TECHNOLOGY INSTITUTE OF BUSINESS AND TECHNOLOGY (BIZTEK) (BIZTEK)

Submitted By: ALI RAZA

ALIMAAAZ@YAHOO.COM

PROJECT

INTRODUCTION OF TAPAL:INTRODUCTION OF TAPAL:Tapal is Pakistan’s largest Tea manufacturer.State of the art equipment & a team of highly dynamic professionals headed by Aftab Tapal.

COMPANY PROFILE:COMPANY PROFILE: Manufacturer company.

Located in Korangi Industrial Area.

501-1000 people work there.

Established in 1975.

Brands:Brands:

• Green Tea• Tapal Danedar• Tapal Family Mixture• Ice Tea• Tezdum• Mezban

Company’s Vision & MissionVision 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.

INTRODUCTION OF ICE TEA:INTRODUCTION OF ICE TEA:

Flavors:Flavors:• Lemon

• Peach

A & B class People .Youth Generation male & female.Only available into city not rural area Less calres ,no artificial color

POSITIONING:POSITIONING:

TAPAL positioned it self as a refreshing taste of Ice Tea from TAPAL - the experts in tea. Made from real tea, TAPAL Ice Tea combines the goodness of Tea Antioxidants with no preservatives, no artificial colors and only 16% sugar which is less than most regular soft drinks.

MARKETING MIX:MARKETING MIX:

1.1. ProductProduct

• Core benefit• Actual product Trade name Branding brand personality• Augmented product

2. Price2. Price• 320 ml tin can for 30 rupees into liquid form• 25 gm sachets for 6 rupees into powder form• less for more “high quality with less price” • Other brands charged for the beverages more

then the TAPAL ICE TEA for the same quality level.

3. Placement3. Placement

CHANNELS OF DISTRIBUTION Manufacturer- -----◊ Distributor---------◊ Retailer--------◊ Consumer

1. KARACHI2. HYDERABAD3. SUKHUR4. MULTAN5. RAIWIND

4. Promotion4. Promotion

• It launched with a fully integrated marketing program that includes.

• Print.• Banners.• Radio. • Advertising.• Web/interactive.• Consumer sampling programs. • TAPAL is also using the online portal advertisement for Ice

Tea promotion.

5. Packaging

Cans320ml into liquid formLemon & limePeach

Sachets25 gms into powder formLemon & limePeach

3C’SCOMPETITOR •Pepsi •Co cola •Pakola •Lipton Ice Tea •And many more… Sachet•Tang

CompanyTapal private limited

ConsumerYouth’s Generation

3SWOT ANALYSIS OF ICE TEA:SWOT ANALYSIS OF ICE TEA:

1. Strength

2. Weakness

3. Opportunities

4. Threats

•The first to introduce soft pack in the country.•The first tea company in the country to introduce metal-free tea bags.• The first to invent the highly successful brand Danedar Leaf Brand.

Strength

Tapal`s competitors were in the market before Tapal came into being but Tapal is capable to increase its market share.In revenue generation Tapal is second but as the market share increases Tapal would stand top.Tapal`s initial focus was on Pakistan market now it is planning to export its product.

Weakness

Tea is mostly in demand in local areas. And Tapal is easily reachable in such areas because of their accepted prices and varieties according to the taste of consumers.

Opportunities

The greatest threat to Tapal is their local competitors that are why it is imperative to keep a close look on their activities. Competitor`s prices,discounted offers and attractive prices are also to be taken into proper consideration.

Threat

RECOMMENDATION

• Tapal should increase the radius of target market • Tapal should reposition Ice tea by targeting soft drink users.• Tapal should represent Ice tea as a substitute of soft drink

in his promotion.• Tapal promote ice tea by formulating new strategies

aligned with time goal. Moreover, Tapal should focus on ATL & BTL advertising activities.

RECOMMENDATION

• Tapal should demonstrate that ice tea is healthy drink it is suitable for diet conscious because has low calories and without carbonated gas.

• Tapal should visit colleges, malls and different areas for awaring people about taste, quality benefits of ice tea

CONCLUTION:CONCLUTION:At the end we concluded that:• When any company want to enter in a new market and

extend his product portfolio, it should consider the culture, society, climate and the trends which a society have.

• Organization should manufacture their products according to the needs, wants and demands of the consumers of the society.

• The marketing strategy should be aligned with the mission statement of the organization and strategy should be execute on time.

• To introduce a new product in a market is very difficult when market is dynamic and environment is uncertain. To capture the market share word of mouth marketing and image building is very important and necessary.