DHA SUFFA UNIVERSITY

RETAIL ASSIGNMENT

Course Title: PRINCIPLE OF MARKETING

Course Code: MS-2001

Submitted To:
Mr. Abu Huraira

Submitted By:
Sunain Rizwan
Af201018
Sunesh Kumar
Af201003
INTRODUCTION

Tapal Tea is a Pakistani tea company

which is based in Karachi, Pakistan.
Tapal is the market leader of branded
tea in Pakistan. The main competitors
of Tapal are Unilever's Lipton and
Eastern Tea Company’s Vital.

Retail Environment, Ambiance

and Store Layout:
General Stores
Every product is placed in the same
rack according to owner’s
requirement, whether it’s the category
of Tea or other FMCG’S.
Environment of the general stores don’t seem to be much well-mannered and a bit messy as
all the majority FMCG’s are placed under one small shop.
This supports small areas with local customers where goods are bought conveniently.

LMT – Imtiaz supermarket

It is facilitated with every small to big, cheap to expensive with all utilities at a single place.
There are different particular sections and racks for different product category.
The products are placed well-mannered and accordingly so that the customers can have easy
access on their requirements.
The lights and the way of display was attractive.

IMT – Carrefour
It was much similar to LMT.
Every product was placed in accordance with their specific area.
Product placement was well maintained.
Attractiveness of products position is at some other level with staff hanging around for
guidance.
Merchandising Content at POP:
There wasn’t any product related to the brand category at POP in any of the Retail outlet.

Most running brand in the chosen category:

According to the General store owner, the most running brand is Tapal Family Mixture.
According to Local Modern Traders, the most running brands were Tapal Danedar and Tapal
Family Mixture.
According to our assumption, the most running brand in the category of tea at IMT was
Lipton Yellow Label.

Position of your brand:

Tapal has positioned itself as a
quality brand. Its
advertisement towards
traditions and family values,
togetherness, bond and unity
with differentiating on the
basis of quality mixture
offerings and their deep roots
linked with tea and tea time.

New entrants and their

Performance:
There isn’t any new entrant recently but Rozy Tea can be considered as new entrant as it is
not a well know brand.
Their tea claimed to be the refreshing burst for the tea addictive peoples.

New Campaign by the brand:

Hope Brews Strong
It was the campaign where Tapal steps forward to help Pakistan fight the coronavirus by
donating hundreds and thousands of their most celebrated tea packs in the ration bags for
daily wagers distributed by the NGO’s.
Tapal has taken this initiative to be known as the socially responsible brand.
Trade Discounts and Allowances:
There are exclusive discounts, when going for bulk quantities. Imtiaz supermarket and
carrefour buy in bulk quantities, therefore they get handsome discount. And selling products
in low rates as compared to general trade.
Rates comparison sheet is showed at last page.

Level of Distribution:
Tapal in General Stores is distributed by the third-party distributor and sometimes they go for
a bulk purchase in wholesale markets.
Tapal is directly supplied from the factory to IMT and LMT.

Price Analysis:
There is bit difference in prices of Tapal Danedar, Tapal Family Mixture and Lipton yellow
label. Prices for Lipton Yellow Label are higher than Tapal Danedar and Family Mixture.
As compare to General Stores and IMT, the prices of LMT are relatively low for most of the
product category of Tapal, and some products are cheaper in IMT. Further details are showed
in excel.

IMC: ATL And BTL

Tapal is using both ATL and
BTL to promote their brand.
In BTL Tapal is working
display racks and through
different boards placed in
different locations. In ATL,
Tapal directs on broadcast and
printed media, and ads on
newspapers and tv with well-
known celebrities for effective
and attractive promotion.
There is not any in store
advertising found nor any
banner which promoting
Tapal products.

Brand Activation
Activity:
At LMT, Tapal Danedar used
to provide free live testing of
their Tea on the stalls inside the store, but for now due to Covid this type of activity is not
seen anywhere.
In-store staff are hired by the company in LMT and IMT to promote their brand while you
being there selecting you favorite one.

Brand Ambassador:
Tapal Danedar
Fawad Khan
Lipton Yellow Label
Hamza Ali Abbasi