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Tapal ice tea

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Why tapal ice tea failed to grab the market.

Publié dans : Business, Technologie
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Tapal ice tea

  1. 1. PRESENTED BY: HAMMAD MUKATI – 1335114 PRESENTED TO: SAMIN AHMAD
  2. 2. EXECUTIVE SUMMARY  In 1947, Tapal Tea (Pvt) Limited started out as a family concern under the personal supervision of its founder, Adam Ali Tapal.  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.  14th of June - was a historic day at Tapal Tea Pvt Ltd. Their first step towards expansion with the introduction of its new product “Tapal Ice Tea” (Chill karo).  But fatefully the Tapal Ice Tea failed.
  3. 3. History Of Tapal  The journey of Tapal's remarkable success is the combined efforts of three dynamic generations of the Tapal Family. In 1947, Tapal started out as a family concern under the personal supervision of its founder, Adam Ali Tapal.  Tapal moved from success to success introducing tea brands to suit every taste and pocket sold from its retail outlet in Jodia Bazar, Karachi. The quality of Tapal teas soon became legendary and people from all parts of Karachi started lining up at the outlet to purchase tea.  Today Tapal Tea is managed by the founder's grandson, Aftab F. Tapal. He introduced new tea concepts and developed a wide range of tea blends catering specifically to the tastes of people throughout Pakistan.
  4. 4. WHY TAPAL ICE TEA  Ice Tea came to notice of the Tapal management when it was found that western culture is being adopted moreover people are more conscious about healthy and nutrition beverages.  Independent industry research shows that healthy beverages were increasing claiming a bigger share of the Pakistani market and were growing at a tremendous pace.  Tapal started to respond to consumer demand and research by introducing “Tapal Ice Tea”.  And Tapal Tea Pvt Ltd. Pakistan’s own and favorite hot tea beverage company took its first step towards expansion with the introduction of its new product “Tapal Ice Tea”.
  5. 5. TAPAL’S PHILOSOPHY To act locally, but think globally!
  6. 6. OBJECTIVE OF TAPAL a) Goodwill of Company b) Good Quality c) Customer’s Satisfaction
  7. 7. Segmentation • A & B class People & Youth. Targeting • Only available into city not rural area Positioning • Less calories ,no artificial color
  8. 8. TAPAL positioned it self as 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. They want to build brand image on their product USP.
  9. 9. MARKETING MIX 5 P’S 1. Product  Core benefit  Actual product Trade name Branding brand personality  Augmented product
  10. 10. 2. 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.
  11. 11. 3. Placement CHANNELS OF DISTRIBUTION Manufacturer- -----◊ Distributor---------◊ Retailer--------◊ Consumer
  12. 12. 4. 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.
  13. 13. 5. Packaging Cans 320ml into liquid form Lemon & lime Peach Sachets 25 gms into powder form Lemon & lime Peach
  14. 14. MAIN COMPETITORS  Initially there were no direct competitors as they were the innovators so they have first mover advantage. Direct Competitor: Lipton Ice Tea In-Direct Competitors: i) Brand Competitors in liquid (carbonated drinks) ii) Brand Competitors in Sachet (TANG & LIBO PANI)
  15. 15. ISSUES FOR FAILURE  No market Orientation ( not inside out approach)  Strong market of carbonated drinks & juices.  Product cost and benefit analysis wasn’t well communicated.  Fade Positioning and lack of awareness about the product  Visibility & Availability Issues  Un highlighted Unique selling points  High cost (Manufacturing outsource) .  Budget constraints
  16. 16. Strategic Decision taken by the company  Company take over the distribution to increase the availability.  Increase Promotion activities but no success  Company cooperate decision was to temporary shut down the product because it require more budgets.  Buy back the stock and Reselling it with bundle offers to safe from the expiry.
  17. 17. PROPOSED STRATEGIC SOLUTIONS  Market Audit ( strategies come from the market place, consumer insights)  Repositioning and increase awareness as it is a Re-launch  Collaboration & aliens with Restaurants, MN Offices , petrol pumps, cafes, & cinemas etc  Own Tea parlor at zamzama ( With ice tea proper branding)  Co-branding with snacks & confectionaries  Association with Local airlines to build a consumer taste so that they can recall it easily
  18. 18. PROPOSED STRATEGIC SOLUTIONS  Establish Emotional connection with the customers  Loyalty Programs with High tech technology system and Customer data Gathering  Reorganize the market & target to SSE A & B from age 15 to 55.

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