Brand Equity

Tapal Tea
Assignment #2

Adnan Abdullah
41763
 Tea Trend in Pakistan

• People in Pakistan love to have tea, no matter what time of the day
or any occasion and this is the reason why it the world’s one of the
biggest per-capita tea drinking countries.

• Tea remains the second most consumed drink in Pakistan, both in

rural and urban areas; only water has managed to stay ahead. It is
hardly surprising then, that despite not growing tea locally, Pakistan
has one of the highest per capita tea consumption statistics in the
world.

• This is because tea is not just a beverage in Pakistan; it is a part of

our cultural identity
 TAPAL HISTORY

• Tapal’s story is as old as Pakistan. It started in a small shop) in Jodia

Bazaar, when Adam Ali Tapal began importing Ceylon teas and
developed a specialized product called Family Mixture. This was a
blend of leaf and dust tea and was sold in brown paper bags. Despite
the fact that two essential elements, branding and packaging, were
absent, this new product carved out a niche for itself.

• According to family tradition, after completing his education abroad,

Aftab Tapal, the third generation of the family, joined the business in
1975 and from there began a journey of innovation and transformative
change. By his own admission, Tapal was interested in the tea
business long before he started working in his grandfather’s shop.
Although the business was doing well, he saw tremendous scope for
improvement and growth.
 Brand Equity Factors
1. BRAND AWARENESS
 Brand awareness is the extent to which a brand is recognized by potential
customers, and is correctly associated with a particular product. TAPAL is one
brand which is recognized by everyone in the country and is 99% available in
every part of the country

 Brand awareness of Tapal has helped its business to stand above their competition,
build an audience more effectively, and generate more leads. It is due to its higher
level of brand awareness that has typically equates higher sales and served as an
barrier that prevents competitors from gaining more market share.
2 ) PERCEIVED QUALITY
 Perceived quality can be defined as the customer's perception of the overall quality or
superiority of a product or service with respect to its intended purpose, relative to alternatives.

 Tapal provides a quality, consistent, innovative, and accessible tea reputation. Tapal is a
middle class brand. The Brand image of this brand is middle class brand. It is due to its
consistent taste and performance in last 30 years that has yield perceived quality of Tea into
reality
3) Brand association
• Tapal Danedar has positioned itself as an all-purpose quality brand. With its
advertisement directed towards traditions and family values , togetherness, bond and
unity with differentiating on the basis of quality mixture offering and their deep-
rooted links with tea and tea-time.
• Tapal is highly associated as the Tea of the Nation as not only it is the finest Local Tea
brand of Pakistan, also it is associated as a Tea that offers different regional tea taste
by offering different product line of tea for different market with their preferred taste
preference
4) Brand Loyalty
 Brand loyalty is where a person buys products from the same manufacturer
repeatedly rather than from other suppliers.

 Brand loyalty for Tapal is strong. Tapal offers a variety of tea blends
customized for different regions targeting different consumer that helps it to
gain the loyalty of consumer.

 Tapal has never been shy about making changes and sometimes the company
plays by offering different blends of tea . Even though the logo or packaging
has changed over the years, consumers are still loyal to the brand even today
 Asset Valuator Model
• Differentiation: Premium quality Kenyan Tea Made with No 1
‘danas’. These curled leaves are considered to be the most premium
form of tea

 Relevance: Tea blend is especially created to suit the local taste buds
combining a lively flavor with a rich color and a distinct aroma making
it a nationwide best seller.

 Esteem: Tapal is well regarded brand in Pakistan with his perceived

quality. Its quality can be judged by the fact that a cup of Tea today
tastes exactly the same as it did 30 years ago.

 Knowledge: Tapal Danedar has positioned itself as an all-purpose

quality brand. With its advertisement directed towards traditions and
family values , togetherness, bond and unity with differentiating on the
basis of quality mixture offering and their deep-rooted links with tea
and tea-time. .
 BRANDZ MODEL

• Bonding: Tapal has strong bonding and association with its consumers due to its touch of
local taste.

• Advantage: High loyalty is a biggest advantage that Tapal enjoys over its competitors
along with its USP of customized Tea offering for different regions

• Performance Tapal Danedar provides a quality, consistent, innovative, and accessible tea
reputation. It is due to its consisent taste and performance in last 30 years that has helped
tapal to improve its market share despite some tough competition from Lipton and other
local brands

• Releveance: Tea blend of Tapal is especially created to suit the local taste buds
combining a lively flavor with a rich color and a distinct aroma making it a nationwide
best seller.
 Aker Model
• Brand Loyalty: Brand loyalty for Tapal is strong. Tapal offers a variety of tea blends
customized for different regions targeting different consumer that helps it to gain the loyalty
of consumer.

• Awareness: Brand awareness of Tapal has helped its business to stand above their
competition, build an audience more effectively, and generate more leads. It is due to its
higher level of brand awareness that has typically equates higher sales and served as an
barrier that prevents competitors from gaining more market share.

• Perceived Quality: Tapal provides a quality, consistent, innovative, and accessible tea
reputation. It is due to its consistent taste and performance in last 30 years that has yield
perceived quality of Tea into reality.

• Brand Association: As far as the brand association of Tapal is concerned, it is highly

associated as the Tea of the Nation as not only it is the Renown Local Tea brand of Pakistan,
also it is associated as a Tea that offers different regional tea taste by offering different
product line of tea for different market with their preferred taste preference
Keller's Brand Equity Model

Tapal has strong bonding and

association with its consumers due to its
touch of local taste.
Tapal Danedar provides a quality,
consistent, innovative, and
accessible tea reputation.
Tapal Danedar provides a quality,
consistent, innovative, and accessible
tea reputation.
TAPAL TEA: Largest Tea Seller in
Pakistan