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.
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 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. Pakistans own and favorite hot tea beverage company took its first
step towards expansion with the introduction of its new product Tapal Ice Tea. TAPALS
PHILOSOPHY To act locally, but think globally!
OBJECTIVE OF TAPAL
Goodwill of Company
Good Quality
Customers Satisfaction
Segmentation
A & B class People & Youth.
Targeting
Only available into city not rural area
Positioning
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 USP.
MARKETING MIX 5 PS
Product
Core benefit
Actual product
Trade name Branding brand personality
Augmented product
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 than the TAPAL ICE TEA for the same quality
level.
Placement CHANNELS OF Distribution
Manufacturer-Distributor--Retailer- Consumer
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.
. Packaging
Cans 320ml into liquid form Lemon & lime peach
Sachets 25 gms into powder form Lemon & lime Peach
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:
Brand Competitors in liquid (carbonated drinks)
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 wasnt 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
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 shutdown 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 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
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.