• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Market analysis for Tapal tea.- today Tapal has become the largest, 100% Pakistani owned Tea Company in the country

Extracts from this document...

Introduction

COMPANY INTRODUCTION Tapal a well known name in Pakistan, started its business in 1947 with their first shop in Joria Bazar. The journey of Tapal's remarkable success is the combined efforts of three dynamic generations of the Tapal Family. Making a modest beginning over half a century back, today Tapal has become the largest, 100% Pakistani owned Tea Company in the country. It has modern tea blending and packaging factories, warehouses and a team of highly dynamic professionals. Tapal has built itself on sound principles and practices where they consider their employees as their greatest asset. Tapal was the first one to introduce soft packs in the country and developed an entirely new brand category named Tapal Family Mixture, which was a combination of tea and dust. In 1997, Tapal was the first Pakistani Tea Company which was honored by the ISO-9001 certification followed by the ISO 9001/2000 certification in the year 2000. Tapal offers a wide range of variety in its products and enjoys as being a leader in the industry. BRANDS OF TAPAL Danedar Leaf Blend Pioneer of the Danedar category in Pakistan, Tapal Danedar remains a favorite around the country with its grape-nutty appearance, rich golden color and strong refreshing taste. In fact its popularity is such that other companies have launched their own versions of this blend, but Tapal's remains the original and ultimate Danedar because of its unique color, aroma and taste. Also available in double chamber tea bags, today Tapal Danedar enjoys the position of the "No.1 Tea Brand" in Pakistan Tapal Family Mixture A unique combination of high-grown Kenya leaf and dust tea, Tapal Family Mixture is the pride of Tapal. ...read more.

Middle

> Tetley Tea PERCEPTUAL MAPPING Perceptual mapping is a graphics technique used by marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition.It is important for a company to understand how it is currently perceived relative to the rest of the competition. Perceptual mapping is commonly used in marketing research to understand a company's position in the marketplace. A perceptual map is a two-dimensional representation of the relationships among the competitive set and a group of attributes. It is a descriptive technique that looks at the current strengths and weaknesses of each company. We will do perceptual mapping of different brands of Tea and its product line with 2 dimensions as quality and price. COMPETITIVE STRATEGIES Tapal is a clear market leader in all over Pakistan. There is ample display in wide range of tea available under Tapal, who offers varying brands catering to different segments of society. Among these Tapal Danedar hold a leadership position not only within company but in country's market as a premium brand. Strengths Weaknesses * Has a wide range of variety among which Danedar and family mixture are the most famous. * Karachi's largest selling brands * Market has brand awareness * at times wrong positioning of brands (Tapal Safari Kenya leaf) Opportunities Threats * Can do research and development in Northern areas to capture their particular needs and market share. ...read more.

Conclusion

Therefore despite the fact that it uses a mass marketing approach it can easily be denoted that this product is catered to a particular segment. Even in its marketing approach for TAPAL, the product is presented in a different way for instance the teabags are targeted toward the upper high class, while soft packs and jar packs are targeted for middle and middle lower class. POSITIONING Positioning means the place the product occupies in consumers' minds relative to competing products, which are typically defined by consumers on the basis of important attributes and also Involves implanting the brand's unique benefits and differentiation in the customer mind. TAPAL caters to its customers by providing Tapal Danedar to more than 140,000 outlets in Pakistan, which include superstores, department stores, general stores, medical stores, paan walas, grocery stores, merchants, etc. Tapal Danedar uses a list of different variables such as its form, features, performance, conformance and services to position itself in the market. Tapal has also occupied a special place in the hearts and minds of it's consumes through media and events it organizes. Tapal says that * It tends to be thicker than other brands and contains no dust as it is the finest available blend being called as Danedar. * It tends to be lighter, smell is known to have its own distinctive aroma and its brightness tends to be relatively higher. Tapal's Danedar main feature for positioning is that, it is tea made of the "finest blend" available. The benefits offered by Tapal Danedar to its consumers are of "high quality and good taste". "Tapal Danedar, Aur Kiya chahiye!" ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our International Baccalaureate Business Studies section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related International Baccalaureate Business Studies essays

  1. Advance Professional Development

    But he is focused on this issue now on the importance of actively reviewing and maintaining his own development plan in order to set appropriate career targets. He is also able to work autonomously and focus on results and performance indicators and use different strategies to achieve targets, and have

  2. SWOT ANALYSIS BINH MINH PLASTIC COMPANY VIETNAM

    - The plan to expand the market in the North is still ineffective (The North Binh Minh factory is estimated to suffer a loss of VND 15 billion in 2009) (Viet Capital Securities 2009). - In previous years, the price of Binh Minh products is always higher than its competitors

  1. Leadership styles and analysis of my leadership skills.

    and another 14 (concern for task). Scoring 7 and above is excellent score for my concern for people while 10 and above is also an excellent score of concern for the task. The best leaders are the ones that can balance their people skills and still have the ability getting the job done.

  2. BP Financial analysis

    New areas are also being researched and developed e.g. concentrated solar thermal power. Founded more than 100 years ago, BP is Britain's largest company and the second largest oil major in the world after Exxon, based on its financial performance in 2009.

  1. We have spent plenty of hours in finally approving the decision of producing rip ...

    The Earth, Wind and Fire logo viewed on most of the Element clothing range is being seen more and more on the street for reasons of independence and creativity. Roxy Roxy, Quiksilver's, is dedicated to active living and the extreme sports lifestyle.

  2. Marketing. In my project, I am going to be looking at how Nestls Smarties ...

    Loss leader - when you sell the product at a loss to attract customers Skimming - this is usually used when a product is new and has no competition. The product is first priced very high and then gets lowered when there is competition.

  1. Business Plan - EDGE is a video production company that aims to create self-promotional ...

    Analysis of potential locations EDGE will be based in Sammamish, WA, where there will not be a need for a physical building, but rather a website will be where the transactions and advertisements are going to be. We plan to do our film editing inside our personal homes and do our communication with clients online.

  2. Ford Company Analysis - corporate structure and financial analysis

    Recommend dividend actions to the Board of Directors 4. Review the company's capital allocation strategy, also the cost of capital 5. Check the company's capital appropriation matters, including recommending approval of those programs that require board approval and providing periodic oversight of board-approved programs 6. Review the company's pension strategy and performance and health care costs and funding 1.5

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work