Highly popular in Sindh, Chenak is known for its extra strong flavor, color and taste. As a result of these features and high quality of tea it is No.1 in its category.
Special Teabags The unique flavor of high grown leaves especially selected from the finest tea gardens in the world make Tapal Special Teabags a treat at any time. The combination of an extra strong blend with the convenience of environmental friendly metal-free tea bags has made Tapal Special an instant hit with consumers.
Jasmine Green Tea Tapal Jasmine Green Tea is the most recent addition to Tapal Brands. Tapal Jasmine Green Tea is blended to perfection using the finest tea leaves and specially selected Jasmine to give a refreshing experience of light taste and soothing aroma. It is available in metal-free tea bags specially enveloped for extra freshness.
Gulbahar Green Tea Green tea lovers around Pakistan regard Gulbahar as a special treat. Perfect as an after dinner option, Gulbahar remains a perennial favourite due to its refreshing flavour.
Tezdum _ The latest addition to Tapal's successful brands is Tezdum tea. The biggest attribute of Tapal Tezdum is its extra strong taste, which is making it popular amongst the people who like their tea strong. Tapal Tezdum is the first tea brand in Pakistan to be introduced in attractive silver-foil, moisture-proof sachets. They maintain the freshness, aroma and taste of the tea and the consumer gets the product in the best condition possible.
Special Round Teabag Tapal earned a unique distinction in 2003 as it became the first tea company to introduce hassle-free, extra strong round teabags in Pakistan. With no strings attached, these teabags are easy to use and their shape guarantees an ideal infusion of taste and aroma for a refreshing, strong cup of tea.
VALUE DELIVERY NETWORK
Tapal imports its raw materials like tea leaves from Kenya. The raw materials are then used to manufacture the actual product. After the product is made, it is taken by the distributors who distribute the final product all over Pakistan. The wholesalers take the products in large bulks from the factory and then sell it to other channels like retailers of general store, super stores, who then sell the product to final consumers
COMPETITORS
Tapal’s deep rooted culture and core values differentiate it from its three competitors.
Lipton Yellow Label
Brooke Bond Supreme (before merging with Lipton)
- 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.
BRAND SELECTION - TAPAL DANEDAR
After Tapal’s unique Family Mixture became Karachi’s largest selling brand, the company was encouraged to innovate further. As a result, in 1987, an entirely new category brand called Tapal Danedar was created and launched. Tapal Danedar which had a rich golden color and strong refreshing taste became the country’s largest selling tea brand. Its unique color, aroma and taste captured the hearts and minds of consumers.
Size and packaging of Danedar
Danedar is available in the following package type and size
PRODUCT LIFE CYCLE
A product Life Cycle (PLC) can be divided into several stages characterized by the revenue generated by the product. If a curve is drawn showing product revenue over time, it may take one of many different shapes as an example of which is shown below with all tea brands in Pakistan.
MARKETING MIX
Product
TAPAL Danedar backed by planned strategy implementation, born out of the very ingredients and the emergence the Brand represent. It almost became generic and was even used later by Tea Company abroad. In this way DANEDAR brand represented altogether a different product category with U.S.P and higher quality.
Price
Tapal Danedar charges a very reasonable price for all of its sizes as compared to its competitors in addition providing better quality to its customers.
Place
Initially Danedar was introduced in Karachi but now it covers about 140,000 outlets all over Pakistan so that it is easily accessible by its customers.
Promotion
Tapal Danedar has always been promoted by effective communication through advertising media, brochures, print ads in the news paper etc. Awareness was created through proper communication to built brand image. It did not only promote itself well in the cities like Karachi and Lahore but also became a preferred choice in the rural areas. Lately it has included teenagers amongst its promotional campaign keeping in mind that these are the future growing target market.
SEGMENTATION, TARGET MARKETING AND MARKET POSITIONING
MARKET SEGMENTATION
Segmenting the market means making clusters of buyers who have distinct needs, characteristics and behavior. Tapal segmented the market for Danedar on the following segmentation basis
Geographic segmentation:
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City & country: Initially the Danedar wanted to capture the market of Karachi but later they expanded their network all over Pakistan.
Demographic segmentation:
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Age: The market has been divided for individuals falling in the age group of 18+.
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Income: Tapal Danedar has divided the market in the following income brackets (monthly incomes):
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Gender: Danedar did not differentiate on gender basis as tea is consumed by both male and female.
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Occupation: Tapal Danedar has divided the market for White collar and service workers
Behavioral segmentation
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Occasion: as tea is consumed at all time with no special reason Danedar is meant for all occasions.
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Benefit sought: the major benefits people can look in Danedar were Flavor, easy availability, and brand status.
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Loyalty status: degree of loyalty for Danedar was significantly high.
TARGETING
Targeting a segment means the company is making a selection and targeting a certain group of consumers or buyers for its product or services.
Tapal Danedar
TAPAL basically has targeted the urban areas and has concentrated on the upper and middle classes {preferable age group ranging from (18 – 45)}. 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!”