TAPAL

Presentation By:
Jahnzeb 37167
Topic Distribution
 INTRODUCTION TO THE COMPANY
• Tapal's remarkable success is the combined efforts of three dynamic generations of the
Tapal Family.
• Established in 1947, Tapal started out as a family concern under the personal
supervision of its founder, Adam Ali Tapal.
• Against tough competition Adam Ali's unique blend, later named Family
Mixture,became a hot favorite and eventually the largest selling brand in the
unorganized teamarket.
• A well trained tea taster and tea connoisseur himself, Aftab Tapal introduced new tea
concepts and developed a wide range of tea blends catering specifically to the tastes of
people throughout Pakistan.
• "Never compromise on quality" has been the motto at Tapal since the very beginning.
• Making a modest beginning over half a century back, today Tapal has become the
largest, 100% Pakistani owned Tea Company in the country.
 MISSION STATEMENT
To satisfy our stakeholders and as a guiding principle to our business; be
benchmark for Quality, Creativity and Ethical values Achieve leadership in
all categories of our core business and diversify in areas which compliment
the core business.
 KEY OBJECTIVES OF TAPAL
• Satisfy our stakeholders and be a benchmark for Quality, Creativity and Ethical values in our
business.
• Achieve leadership in all categories of our core business and diversify in areas which
complement the core business.
• Provide products and services that meet customers’ requirements, expectations and agreements
relating to all aspects of Tapal Integrated Management System.
• Prevention of injury and ill health by continuously identifying hazards and reducing risks to
people, facility and business.
• Ensuring that the Tapal processes and products are environment friendly and do not contribute to
polluting the environments in any manner.
• Constantly define & update measurable Quality, Health, Safety, Environment, Food Safety and
Information Technology Service Management improvement objectives for Tapal products,
services, processes and system.
• Establish effective arrangements for communicating with all stake holders throughout the food
supply chain regarding all applicable aspects of Tapal Integrated Management System.
 PRODUCTS AT TAPAL
• Tapal Danedar
• Tapal Family Mixture
• Mezban
• Chenak
• Tezdum
• Gulbahar
• Tapal Special
• Shades
SURVEY
WHICH TEA YOU USE?
32 31
27

12
6

Tapal Family Tapal Danedar Lipton BrokeBond Others

Mixture

Tapal Family mixture is the market leader in tea category and 32 out of 108
are using Tapal Family Mixture which is Tapal Family Mixture is very famous
among masses.
COMMUNICATION OBJECTIVES
• To increase the brand
Relationship Equity by having a
loyal customer base.
• To help the customer to recall
Repurchase the brand and increase
repurchase rate by 20%.
• To generate sales through trail.
Trial

• To Create the top of mind awareness of

Awareness product 30% in 2 years
DISTRIBUTION
 RETAILERS
• The small and medium sized retailers would be the main source
distribution to majority of the target market
• 70% of the sales of tea comes from Big General Stores and 15 % from local
Stores
• To encourage retailers to sell Tea they will be given discount schemes by
the company in which they will be given 6% off on each carton . if they sell
25 carton in a month, along with it retailers would be given new
advertisement boards on top of their shops sponsored by Tapal Tea.
 SUPER MARKETS / DEPARTMENTAL STORES
• We would also aim our distribution through Super Markets and Big
Retailers where Tapal Tea is already available and company have good
relations with them.
• For this purpose our target would be IMTIAZ , Chase , EBCO , Utility Stores
, Naheed , Hyper Star , Agha’s , Motas and different big convenient stores
in shopping malls and METRO in Karachi.
• Hyperstar , Hyper Mart , Makro , Metro , Naturally Wolesome and other
big retailers in Lahore.
• Similarly for different Urban Cities as well.
THANK YOU 