tapal mezban (a marketing look)
TRANSCRIPT
Saadia Ashraf
Hina Pervez Agha Zohaib
Introduction To Tapal Brands From The House Of Tapal Our Chosen Brand Customer Analysis Competitor Analysis STP Marketing Mix Re-positioning
Tapal started out as a family concern under the personal supervision of its founder, Adam Ali Tapal.
Today Tapal Tea is managed by the founder's grandson, Aftab F. Tapal
Tapal’s deep rooted culture and core values differentiate it from its competitors
"Never compromise on quality" has been the motto at Tapal since the very beginning. This commitment to quality has resulted in a high level of customer satisfaction and unflinching brand loyalty
Strong Distribution Network Research Development Human Resource Managment
Company
Danedar Leaf Blend Family Mixture Safari Kenya Leaf Mezban Super Dust
Chenak Kenya DustSpecial Teabags Jasmine Green Tea Gulbahar Green Tea
TezdumSpecial Round Teabags Ice Tea
From The House Of Tapal
Mezban was launched in the 90s as one of the premier ‘Dust Tea’ brands of Sindh
Tea with a strong flavor & taste Originally developed for hot tea
shops Mezban has become a favourite
amongst household consumers as well.
Brand essence of stimulating relationships through hospitality
Mezban Premier Dust is the blend for consumers who prefer tea with a strong flavour & taste.
Initially TAPAL MEZBAN was launched, was particularly for the small hotels in the interior sindh.
Due to finest quality and relationship with the customers Mezban has become a favorite amongst the household consumers as well.
CUSTOMERS
TAPAL is operating in a market that is flooded with many competitors. Every tea product in the market is offering more or less the same attributes
If we look overall than every tea is a competitor of another one
And many local mushroom teas
Cannnibalization
Competitor
Segmentation: demographic (Culture) geographic and behavioral bases
Is the segment viable? Is the segment accessible? Is the segment measurable?
Targeting: single segment Targeting
Positioning: symbolize the bonds and relationships that underscore the human equation for the people of Sindh along with celebrating their rich heritage and culture.
STP
Its tagline, ‘Yeh Rishton Ki Shaan hai Yehi Mezban Hai’
Brand essence of stimulating relationships through hospitality
New Tagline “KHUSHYO KI PEHCHAN TAPAL MEZBAN”
The background pattern can be AJRAK We can also introduce Tapal Mezban to
grap the Otak System.
Re-positioning