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HAMMAD MUKATI – 1335114
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.
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.
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
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
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”.
To act locally, but think
OBJECTIVE OF TAPAL
a) Goodwill of Company
b) Good Quality
c) Customer’s Satisfaction
• A & B class People & Youth.
• Only available into city not rural area
• Less calories ,no artificial color
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
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.
CHANNELS OF DISTRIBUTION
Manufacturer- -----◊ Distributor---------◊ Retailer--------◊ Consumer
It launched with a fully integrated marketing program that
Consumer sampling programs.
TAPAL is also using the online portal advertisement for Ice
320ml into liquid form
Lemon & lime
25 gms into powder form
Lemon & lime
Initially there were no direct competitors as they were the innovators so
they have first mover advantage.
Lipton Ice Tea
i) Brand Competitors in liquid (carbonated drinks)
ii) Brand Competitors in Sachet (TANG & LIBO PANI)
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) .
Strategic Decision taken by the
Company take over the distribution to increase the
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.
PROPOSED STRATEGIC SOLUTIONS
Market Audit ( strategies come from the market place, consumer
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
PROPOSED STRATEGIC SOLUTIONS
Establish Emotional connection with the customers
Loyalty Programs with High tech technology system and Customer data
Reorganize the market & target to SSE A & B from age 15 to 55.