'Tapal Tea Pvt. Limited: Report\r'

'COMSATS lay down of Information technology, Sahiwal Campus Tapal aft(prenominal)noon afternoon afternoon afternoon afternoon afternoon afternoon afternoon afternoon afternoon afternoon afternoon afternoon tea duration leaftime leaftimetime click leaf cartridge clip leaf leaf conviction (Pvt) Limited ADVISOR: MR. MUZHAR JAVED reader Submitted By: MUHAMMAD AHSAN RAZA CIIT/FA08-MBA-012/SWL COMSATS Institute of Information Technology, Sahiwal 520-B Jail Road, Sahiwal, and Tel: 040-9200 s now, telecommunicate: 040-9200102 Acknowl ringment ? ? ? ? ? Count little give thankss to ALLAH Almighty for bragging(a) me such(prenominal)(prenominal)(prenominal)(prenominal) extraordinary abilities and devising me privileged equal to obligate authority in such activities and exclusively respects and regards to Holy Prophet Hazrat Muhammad (PBUH) for giving me the c prowessel paving me on the right path with the summation of faith in GOD.\r\nI would worry to thank our Supervisor Mr. Muzhar Javed for his co mathematical operation and help. He in full supported me passim my work. I express my heartiest gratitude to him. His cooperation run into this project a grant much easier. I would similarly handle to express my heartiest gratitude to: Mr. Muhammad Naeem khan, vicinityal Sales coordinateor, Tapal teatime (Pvt) Ltd. Mr. Muhammad Kashif, zonal Sales Manager, Tapal tea (Pvt) Ltd. Mr. Fakhar Ayub Raja, Territory Sales self-confidencer, Tapal tea leaf (Pvt) Ltd. Bundle of thanks to my p atomic number 18nts, who were and argon trustworthyl(a)y accessory and cooperative at e in truth time.\r\nTable of circumscribe Executive Summary3 TAPAL tea4 History of Tapal afternoon tea4 VISION5 Mission6 Business Operation9 Comp twain steering9 organisational Chart of capital of Pakistan Region13 Corpo localize Information14 SWOT epitome15 foodstuffing Strategy24 securities industriousnessing MIX28 emulous Strategy32 Business bring Analysis37 attainment as an Internee48 Duties49 Accomplishments51 New Knowledge Acquired54 Problem Encountered54 How association Impacts My C atomic number 18er54 CONCLUSION55 Glossary56 References57 Index58 Executive Summary From the dimmest of history when ab go forth 2727 B. C. hardly a(prenominal) leaves of a wild shrub tea blew into the proud bankroll of simmering water cosmos sipped by the legendary Emperor Shah Nung, known as the comprehend Husbander as well up as a helper of arts. Tapal afternoon tea here brought tea from the royal bowl to the familiar mans forms as the some(prenominal) sought after boozing the c junior-gradenish e rattlingplace. Under the trouble of the fo downstairss son, Faizullah A. Tapal, the community continued to grow and enter. Currently it is being managed by the founders grandson, Aftab F. Tapal who has continued giving entrustd distinctiveness to the origination garments of caliber laid by his family.\r\nAfter roll i n the hay abroad, Aftab F. Tapal returned to declare nonrecreational caution and erratic labor ideas into the teleph cardinal line. His liberal creative thinker-set imparted in the complete automation of the tea conceptionts in Karachi. Their motto â€Å"Never Compromise on Quality” corpse the by word on the lips of whole engaged in producing Tapal tea leaf that has resulted in customers stag loyalty and their refractory addiction. The testimony of their character has made them the depression tea political party in Pakistan to earn the ISO-9001:2000 Quality Certificates.\r\n produce of the Danedar kin in Pakistan, Tapals Danedar re chief(prenominal)s a house favorite sound ab prohibited the hoidenish with its grape-nutty appearance, fecund gold color and a quick remember appreciation. In fact its democraticity is such that several multi contents be ascend proveed their own versions, plainly Tapal re master(prenominal)s the original and ultim ate Danedar because of its uncommon color, aroma and appreciation. dissimulation and a hale lively adjudicate be its most signifi skunkt attri hardly ifes. Tapal is proud to cl commence been a part of Pakistans history since its inception. As a confederacy they start quantity to the fore grown and flourished to hurther with the corking nation.\r\nFounded by Adam Ali Tapal, the fel downheartedship break throughset started alternateing a number of fiber blends to Pakistani consumer securities industry finished continuous pattern and query and development they pucker 41% ein truth last(predicate)ot of Pakistani commercialise place. They still be growing and hope to be a leader in a food merchandise in coming eld. TAPAL afternoon tea History of Tapal teatime The journey of Tapals no tonicorthy supremacy is the combined efforts of lead noble-power genesiss of the Tapal Family. In 1947, Tapal started fall out as a family concern under the person al supervision of its founder, Adam Ali Tapal.\r\nAgainst tough rival Adam Alis unique blend, later named Family form, became a ardent favorite and returnu solelyy the stupendousst interchange scratch in the unorganized tea trade. From this auspicious beginning, Tapal lamd from victory to success introducing tea trade name names to suit e truly degustation and pocket, exchange from its retail venthole in Jodia Bazar, Karachi. The theatrical role of Tapal tea soon became legendary and large number from all parts of Karachi started lining up at the outlet to purchase tea. For their convenience, tea leaf distri yetion was initiated to retail outlets slightly the city.\r\nThe telephoner continued to grow under the solicitude of the founders son, Faizullah A. Tapal. To twenty-four hour period the founder’s grandson, Aftab F. Tapal, manages Tapal tea leaf. After studying abroad, Aftab Tapal returned to Pakistan to introduce professional instruction and unique touchment ideas to the business. A well trained tea taster and tea tyro himself, Aftab Tapal introduced invigorated tea concepts and actual a wide range of tea blends brook specifically to the tastes of hatful throughout Pakistan. His progressive outlook resulted in giving raise lastingness to the foundation of lumber laid by his family.\r\nMaking a modest beginning all over half a century anchor, straight off Tapal has induce the largest, 100% Pakistani owned tea leaf order in the country. It has young tea blending and oc cupyaging factories, w atomic number 18houses equipped with state-of-the-art equipment and a aggroup of spiritedly dynamic professionals headed by Aftab Tapal himself. VISION TAPAL’S VISION: TAPAL’s purlieual Vision is: •   Sustainable world, a world in which human existences pile continue to exist indefinitely with a high standard of animation and wellness •   To produce, grocery & dis tri just nowe its intersection in a way that does non cause harm to people or damage to the Environment.\r\nWe believe our activities should: •     Respect the environment •    Generate economic benefits •     Create positive rear to work in the society •    Create opportunities for cheeseparing prize of life Our Philosophy is: •   To act locally, barely believe globally Our employees argon: •   Provided with the information & readiness fateed to enable them to perform their tasks in a firm manner. Mission â€Å"To satisfy our stakeholders and as a wayize dogma to our business; be a bench mark for Quality, Creativity and Ethical determine Achieve leading in all categories of our core business and broaden in beas which compliment the core business. DISCOVERY OF teatime: In 2727 B. C Chinese Emperor Shen-Nung was boiling fuddleing water when a some leaves of a wild tea tree blew into the royal bowl. He discovered that the leaves imparted a delightful black rockweed to his water, and so it became his favored drink. It is probable that tea was introductory-year civilized in china, though it is feasible that people in Thailand and Burma return used it for as long as the Chinese realise. The China tea plant was taken to Japan in slightly AD 800, where it was regarded as a medicine for several hundred years, until special K tea was developed to become a universal beverage.\r\n tea was introduced into England, as a gift from the British East India Company, in close AD 1660 and to anticipate to Europe soon thitherafter. By the end of the nineteenth century, China still supplied the bulk of the world’s tea. In 1886 it exported 136 million kg, of which 77 million kg went to Britain, go India produced 40 million kg. But at heart a few years India moved earlier of China in world trade. Ceylon (Sri Lanka) emerged as a tea pro ducer in 1867 and Java (now part of Indonesia) in 1878.\r\nToday, impostal tea growing countries of China India, Indonesia, Sri Lanka and Japan buzz off been joined by virtually(prenominal) new(prenominal)s in siemens America (Argentina, Brazil, Peru, Ecuador) and Africa (Kenya, Uganda, Tanzania, Malawi, Rwanda, and Mozambique). tea is by and large considered the oldest prepared beverage. Whatever its color (black, green, yel confused or white, thinking on how it has been processed), tea faecal matter be produced from troika firsthand(prenominal) varieties: camellia seinensis, camellia seinensis assamic and camellia seinensis Cambodians.\r\nWhen the tea tree grows under immanent conditions, it is evergreen and hind end r each(prenominal) 10 to 15 mea genuinements, but when it is civilised in gardens (the name given to tea woodlet worldwide), its height is artificially restrain to one meter in order to facilitate the pickers. afternoon tea trees are grown in the fi rst place in tropical and semitropical pieces with humidity of 70% to 90%. Rainfalls essential be abundant and stiffly distributed throughout the year, with a yearbook average of 1,500 to 2,500 millimeters. outputionION: Leaves can be picked by hand or mechanically. Manual picking yields leaves of high quality.\r\nPicking is generally done according to the maturity date of the leaves (from the top to the bottom of the tree, as a rule) and three levels of quality can be distinguished: • over-embellished picking involves picking only the destruction develop (Pekoe) and the first leave.? • Fine picking involves picking the terminal bud and the first both leaves. • Classical picking, the important technique used today, admits the terminal bud positivist three to four leaves. Because of the ingatherings perishable dis march, final bear on must occur as soon as possible after the leaves are picked, and special awe is required during transportation an d storage.\r\nThe average yield per hectare from 1990 to 2003 was around 1. 2 metric piles, with yields in leading producing countries being 1. 4 gobs per hectare in Sri Lanka and 2 tons per hectare in Kenya. shameful tea is the only physical system of tea that is subject to world-wide quality regulations. It is classified ad according to two main methods, orthodox and destroy/tearing/curling (CTC). Within twain categories tealeaves are classified into sub-categories, with the best quality re consecrateed by the pekoe and the condition of the pekoe and the lowest by the dust of leaves.\r\nBusiness Operation Company concern Aftab Tapal CEO, Tapal tea (Pvt) Ltd. He introduced professional management and unique harvest-festivalion ideas to the business. cosmos one of the few professional tea tasters in the country, and a tea connoisseur himself, his progressive outlook has given further bearing to the foundation of quality laid by his family, and has bought the Tapal fel lowship to parvenuer and higher levels of success. Evolving and innovating its way through its near 60 years history, Tapal is arrayly the largest, 100% Pakistani owned afternoon tea Company in the country.\r\nIts has set new standards for modern tea blending and blockaging factories, warehouses equipped with state-of-the-art equipment and a aggroup of highly dynamic professionals headed by Aftab Tapal himself. He has established three fruition facilities in Pakistan, two in Karachi and one in Raiwind. In order to provide consistent quality, which is his loyalty to his consumers, he brought in his organization the discipline of ISO 9001/2000. With such cerebrateed objectives and honesty in business dealings Mr.\r\nAftab Tapal has been able to palmyly compete against the international companies and has usurpd much than than than than 35% trade realm of the organized grocery store sector of Pakistan and is one of the top 100 tax paying companies of Pakistan and o ne of the top 5 FMCG companies of Pakistan. Haroon Rashid GM Marketing, Tapal afternoon tea (Pvt) Ltd. Mohammedi Miabhoy Chief Operating Off folderolr, Tapal teatime (Pvt) Ltd. Ayyaz Ali Khan GM Sales, Tapal Tea (Pvt) Ltd. Mohsin M. Saify GM Tea & Blend, Tapal Tea (Pvt) Ltd. Muhammad Shabbir GM planning Chain, Tapal Tea (Pvt) Ltd. Syed Zafar Ali GM Administration, Tapal Tea (Pvt) Ltd. Own Ali\r\nGM finance, Tapal Tea (Pvt) Ltd. Anjum Pervaiz GM Projects, Tapal Tea (Pvt) Ltd. Asghar Amin Head of Information Services, Tapal Tea (Pvt) Ltd. Arshad Sohail Head of Production, care & Quality Juzer Yousuf Ali Employee Relations Manager Imran Ali Khan Manager HR, Tapal Tea (Pvt) Ltd. Organizational Chart of capital of Pakistan Region Corporate Information Tapal Tea (Pvt) Ltd. Head Office plan 40, Sector 15, Korangi Industrial Area, Karachi-74900, Pakistan. shout out: 92-21 †5063891 (4 Lines) 5050228 (4 Lines) facsimile machine: 92-21 †5063890 Lahore Office 2ND Floor, Block-5, Awami Flats, 4-Usman Block, New Garden Town,\r\nPhone: 042-5868738-5831593 Fax: 042 5868738 City Office Tapal House Sayedna Tahir Saifuddin Road, Namakwada pan out Mandi, Karachi. Phone: 021-2737202-4 Islamabad Regional Office Plot No. 212,213 Industrial Area I/9-2, Islamabad Phone: 051-4431109-5831942 SWOT Analysis The SWOT compend can serve as an interpretative sift to reduce the information to a manageable criterion of key issues. The SWOT analysis classifies the internal aspects of the alliance as strengths or weaklynesses and the external situational factors as opportunities or threats. Strengths can serve as a foundation for building a militant emolument, and eaknesses whitethorn invalid it. By understanding these four aspects of its situation, a firm can break off leverage its strengths, correct its weaknesses, trespass on golden opportunities, and deter potentially devastating threats. The confederacys SWOT analysis of the tea market place is as under: ? |Situation Analysis | |Internal Analysis | | outer Analysis | |Strengths | |Weaknesses | |Opportunities | | | |Threats | |SWOT Analysis | STRENGTHS:\r\nThe strength of the corporation would be the innovation and the high quality harvest-tides. Because of these the attach to is able to survive in the market and still earning a good market channelage comparing to its challengers. Integrated Quality concern: Tapal has a massive strength of integrated quality management because ISO 9001 standard is currently being revised to ISO 9001: 2008 Tapal has taken a strategic purpose to capitalize this prob tycoon of re see QMS for the consolidation of opposite management system, homogeneous: ISO 9001:2008 (Quality Management System), ISO 14001 (Environment Management System), OHSAS 18001 Occupational wellness & Safety System), ISO 20000 (Information aegis System) and ISO 22000 (Food Safety System). This integrated system has been titled as â€Å"TIMS”- Tapal Integrat ed Management System. Localizing Tea soils: Tapal tea Pvt Ltd is a fully Pakistani owned company and all the SKU’s(Stock Keeping Units) of Tapal tea are the local shuffles because all the doing, closed chainaging, guessing is widely in Pakistan. alike its main place Tapal Danedar owns the e come iny of understanding the transformation of the tea drinking socialization of Pakistan.\r\nThe Tapal Danedar is a local sword so four contrasting areas were setup for its launching. These incompatible areas were: a lounge, a dhabba, a cafe and a art gallery to symbolize the diversity and show the localization of Tapal Danedar at the time of its launching. Strong Heritage: Tapal has constantly been up on(predicate) with ever-changing motilitys and have adopted to the consumer and the retail merchant needs. Being the second largest tea none in Pakistan, Tapal tea has always endeavored to put up to changing consumer needs.\r\nimputable to real heritage and local fool s Tapal tea took a decision in 2008 to bring tapal Danedar in to hard pack with the similar quality, weight and impairment this resolved a lot of stocking and dis hunt issues in any case helped retain the encrustation of the tea for a longer time. The inlet of a hard pack is a tribute to the diversity of strong heritage of tea culture in the four corners of the Pakistan. The” four corners” mean the diversity of Pakistani people and the diversity in their heritage. Strong Supply Line: Tapal has a dispersal network unfold across Pakistan, from Karachi to Khyber with over 400 distributors.\r\nFrom their warehouses which are in KARACHI, HYDRABAD, SUKHUR, MULTAN, RAIWIND, the produce move to the distributors as only in north, they have 207 distribution channels. And from these distributors the crop moves to the next, which is retailer and indeed to the consumer. IBL (International blurs Ltd. ) distribution company, although charges high commission charges, offers e fficient table service in Karachi which it is made sure that product pass on be widely distributed, retailers pass on non get under ones skin shortage of products and the name IBL increases more value of the product. similarly in Islamabad are the two istribution companies FRIENDS and ITTEHAD provide operate for the distribution of Tapal tea which pitchively and efficiently covers the all areas of Islamabad. This is alike one of their strengths that they have a strong distribution channels. In the beginning the company sole aim was to capture the tea market of Karachi, as they were already in tea business here, only and consequently strategically build there network to new(prenominal) cities of Pakistan. Low quotation gross r plainue: Due to local brands Tapal tea get the 41% market contend all over the Pakistan and ceaselessly its shares is increase.\r\nTapal tea has highly take inable sales with press down limit credits especially in Islamabad. In Islamabad in month of July the score of sales of Tapal tea was 12 tons (12000 kg, Rs. 4. 8 millions) but Tapal made a record sale of 15 tons (15000 kg, Rs. 6 millions) in that month with the only credit of Rs. 8 lac. Highly Innovative: Tapal tea is highly progressive because it not only makes the tea products but also introduce Tea as a cracked drink with name of icing TEA first time in Pakistan. fourteenth of June 2007 was a historic day at Tapal Tea (Pvt) Ltd.\r\nPakistan’s own and favorite hot tea beverage company took its first beat towards amplification with the introduction of its new product â€Å"Tapal rubbish Tea”. The first consignment of Tapal trash Tea was ceremonially dispatched from the company’s warehouse on atomic number 90 the fourteenth of June 2007. We say â€Å"Tapal sorbet Tea Chill Karo” because Tapal rubbish Tea truly adds to the sportswoman of your chilling out style. It offers a lot more than diversion. gull activating: The rea son brand activation is emerging truly fast in the field of market is its look and grip over its consumer base.\r\nThis field proportionally plastic in comparison to ATL where we can easily make our selling as needed. Be it the direct consumer impinging float activation, effect Management, Public Relation or branding, it all fits in easily. cardinal of the key factors of Tapal success is that it has full trust in its activation dodge and has always invested huge amount in this medium. Realizing the potential of activation, Tapal has been exploring almost all the study plate forms of activation. return Marketing: Event selling is one of the most effective tools of brand activation Tapal has been coveting all the areas where razet marketing can be done.\r\nTapal tea has been sponsoring the Jashn-e-Baharan feast in Sahiwal for the last four years. Be it affable programs are sponsorship events like Dawn lifestyles, Tapal has always been there to get its consumers to exp erience with its brands. WEAKNESSES: The authorities of Tapal mentioned no study(ip) weaknesses but its intense competition as our analysis is one of their weaknesses as to stay alive against a giant as Unilever and the opposite one new entrant as Tetley. Centralization Management: In Tapal it is experienced that there is centralization of decisions. Due to which force and functionality is disturbed.\r\nTapal entrust have to change its highly backbreaking culture, in order to be more flexible. dissemination System: Tapal has got the services of IBL (International Brands Pvt. Ltd) in Karachi. While over delinquent to highly focus on locally metameric brands like Meezban, there is weaken supply system, which is not existed in rest of the country. Highly Dependent on TAPAL’s Equity: Capital is essence for any organization. More the finance pass on be, higher we will be confident on its bright approaching. As Tapal is private limited company, therefore it is relatively weak in cor serveing to the emerging snubs of the market. Relative technological Backwardness:\r\nAbove point can be set forth in this aspect that overdue to less equity it is backward in adopting new technologies. No Competitive Advantage: There are limited options to attract the customers towards this commodity, because there is not clear combative usefulness aver competitors. Tapal can produce Black tea, spirt tea, and frost tea and so forth but further Tapal has to depend largely on mass advertisement. OPPORTUNITIES: One of the greatest opportunities is that Tapal has its huge market, which is increasing as the population is increasing. Tea has become a staple product in Pakistan, which cannot be denied at 20 to 60 year of age.\r\nPer capita consumption is almost 1kg according to a new-fangled look in Pakistan. The consumption of tea increases with the growth in population. At the moment, the population of the country is growing at a rate of 2. 9% annually, and the co nsumption of tea at a rate of 6%. This means that presently there is a considerable opportunity for the growth of tea in Pakistan. The initial re-launch of Tapal Family form is limited to Karachi only, still, separate principle cities will be taken into account in the future. Especially in Punjab diverseness blend can be introduced under the brand name of Family Mixture.\r\nSlowly, Family Mixture will penetrate the market in another(prenominal) cities and expand its future market share. Traditional deglutition Habits: Tea has been a main drink of vernacular Pakistanis and fortunately its use is increasing in common Pakistanis really much. Facts and figures tell us that use of tea is increasing at double rate as compared to the increase in population such as the population of the country is growing at a rate of 2. 9% annually, and the consumption of tea at a rate of 6%. It is the biggest opportunity for Tapal to collar the most part of the market. expansion in other Bevera ge Markets:\r\nThere is very much monotony of brands in tea industry. More opportunities can be explored by development innovative ideas. In recent years, Tapal has launched â€Å" grump Tea” brand, which is the step forward to hulk in other diverseness of beverage market. sensation in this regard is very much of classical importance. Research and Development: In order to make its tea brand unique is quit severe for any organization. R department seems to be self-aggrandizing among very less alternatives. This is vital to utilize these opportunities. Expansion in Other Areas of Country: Tapal is not existed in every part of the country.\r\nOn the other side, tea market is affording day by day. So Tapal has a big field to play. It can spike its standing in current markets as well as by exploring new markets. Growing Health Awareness: Usually, it is considered in our society that tea is not good for health. While many research reports have published in distinguishabl e journals and magazines that tea is very helpful for continuous working. So Tapal should take a step to spread this fact. It can start its be given with the collaboration of other players of the tea industry. Exports: Pakistan has very profuse taste in drinking tea.\r\nIt is one of those countries in which tea is widely drunk. If Tapal can get good position in Pakistan past it can surfeit other parts of the world as well. Tapal should close this gap by expiration for exports. THREATS: One of the study threats that Tapal has its area of the market, which is not educated, and it is use the loose tea, which may not be good for their health as well. Tapal claims that it is not possible for them to create such a big cognizance for them but the Government should play his role so that these people should have some consciousness of the imported loose tea.\r\nA sloshed threat is the increasing number of brand and unbranded tea in the market with ample damage difference. For tha t, established companies need to increase their advertizement and progressional budget. There is a need to get a better shelf space and more retailer patronization for the companys brand. Strong Competition in Rural and urban Market: Tapal is cladding stiff competition in the presence of Lipton. It is very difficult to compete in this market, because tea has not very much transformation in its taste. To hold on the existing share as well as going further by competing such environment is the study threat.\r\ninternationally Increasing Tea Prices: Pakistan is not self suitable in tea. It has to import tea from abroad. And discharge an industry of which base is on imported good is quit challenging. There is another aspect of this picture that Pakistan has put duty of 10 pc on tea imported from Kenya. Kenya tea is liked mostly due to its taste, while tea from Bangladesh and Srilanka is duty free, so maintaining taste might be going to cost very much. High Inflation inside Cou ntry: box is all over the world. Pakistan is not out of the influence.\r\nDue to this down turn purchasing power of Pakistanis is going down side as well. In this scenario innovation and introducing new products might cost very high. fertilization of Hot Beverage Segment: Lipton, Tetley, full of life and haughty are the some of the main competitors of Tapal tea. They are providing very stiff competition in present of Tapal. Similarly Islamabad tea and Peshawari Chai are among the local brands which are competing Tapal in countryfied areas. Political Conditions: This is the threat which has been facing by all industries.\r\nPakistan’s political crack is quit unpredictable. Change of government and change of policies come together. It is not the better situation to file and mechanism long run policies. So it is very important threat to be considered for the exports to the other countries. |Internal Factors |Strengths |Weaknesses | |Management |Experienced, broad base of interests and | spacious size may lead to conflicting interests. | | |knowledge. | |Product Line |Differentiated, sportsman in products. |So much product lines but still not able to | | | |knock out loose tea. | |Marketing |Diverse and local awareness. | may lose focus, may not be part enough. | |Personnel |Very experienced, high knowledge. |Possible conflicts due to so many people, | | | |possible trouble staying focused. |Finance |High sales revenue, high sale growth, large |High expenses, may have trouble equilibrize | | |capital base. |cash-flows of such a large operation | |Research & Development |Continuous efforts to research trends an |sometimes they conduct research but the | | |reinforce creativity. |advantage is taken over by small competitors. | |External Factors |Opportunities |Threats | |Consumer/Social |Increase in the population. Illiterate people go for loose tea, which is | | | |substandard as well. | |Competitive |Distinctive name, product and packagin g in |vivid competition can pay so they have to | | |with regards to its markets. | hold up shopping centres gift. | |Technological |Maintenance of comme il faut website which subscribes|Competitors are global leaders so they have | | |and provides information regarding long |more technology as compared to Tapal. | |production line. | | |Economic |Consumer income is high for the Danedar class. |Very flexile demand, almost pure competition. | Marketing Strategy MARKETING OBJECTIVES: The objectives of the marketing plan are strategically have-to doe with on 3 criteria: • To create a strong consumer awareness against unorganized tea product. • To establish a wide brand recognition through the capture of market shares in the multi segment. • To become the top market leader in that particular segment within the strong research and development.\r\nTARGET MARKETING: The target market is that they are defining for our brand Tapal Danedar is the A class and B+ class. The target of this brand is the urban area of the country and along with the use in offices and business class as well. Tapal Danedar is basically the one to one competitor against Lipton yellow grade. The class and geographic location we can say is almost same for both the brands. MARKETING SEGMENTATION: As a whole when we see the market of tea in Pakistan, although it is not clearly separate but, Tapal did this thing very accurately that it segmented the market very accurately.\r\nIts 11 brands in the current clearly shows the potential of each brand in each segment lay by the company. They clearly look at the nature and extent of diversity of buyers needs and wants in a market. This thing offers a great opportunity for Tapal to focus its business capabilities on the requirement of one or more groups of buyers. The main objective of this segmentation is to examine differences in needs and wants and to identify the segments within the product market of interest. MARKET SHARE PI CTURE:\r\nOur main focus is on organized tea market where distinguishable companies like UNILEVER and TAPAL are holding the main market share. Some other companies also present in the market but having very low share of the market. • Unilever Pakistan limited has 43% market share. • Tapal Tea private limited has 41% market share. • Vital tea limited has 6% market share. • Tetley has 4% market share • The remaining 6% belongs to other market share in the organized market. unorganized market also captures a good market share in the get along tea market of Pakistan. 70000 tons out of 150000 consumption is of unorganized tea. 1% of total population of Pakistan are living in uncouth areas. Due to illiteracy and lack of awareness they are consuming unorganized tea, which is mainly touching the organized tea market. Due to this they are savoring a very big market share of the total tea market. Organized segment mainly depend on the imported tea. Mainly bi g players are importing tea from contrasting countries like Kenya, UK, and Bangladesh. start some year’s imported figures for Pakistan is described in the chart below. Unorganized tea is mainly smuggled from different neighbor countries of Pakistan.\r\nThat’s why it has a large proportion in total consumption of tea in Pakistan, which is 70000 tons of total 150000 tons. MARKET TRENDS: Trends are now changing. If we see the consumers of tea firstly they are using or you can say addicted of the generic tea, which is the black one, but now the trend is changing. Consumers now want something different in taste now, as the competition is getting higher. Consumer of tea wants some new bladder fucuss in tea because now their taste is changing as the time is changing so trend is changing in the market.\r\nAnd Tapal utilize this trend very accurately as their innovations show us everything. Tapal Meezban, Danedar, Safari, and specially round alloy free tea bags and last bu t not the least Tapal ice tea shows that as the trend is changing in the market Tapal also using this trend in the form of new innovations. MICRO-ENVIRONMENT ANAYSIS: SUPPLIERS: alone tea in Pakistan is imported. Pakistan mainly imports tea from Kenya and other African countries like Uganda, Burundi and Tanzania, while multinational companies in Pakistan also import tea from Sri Lanka, Indonesia and Bangladesh.\r\nTapal’s suppliers are major the importers of Tea from these countries. MARKETING INTERMEDIARIES: Tapal has a countrywide sales & distribution network. The company has over 400 distributors operating nationwide. CUSTOMERS: Tapal considers complete Pakistani tea market to be its current and prospective customers. Therefore, it has brands that cater to almost all demographic, geographic and social-class wise segmented market of Pakistan. Its customers are all people living in both rural and urban areas of Pakistan who like having tea. Tapal has always targeted fa milies as its potential consumers.\r\nWith the view that the junior generation will be Tapal’s future customers, Tapal is actively supporting the fast ontogeny harmony industry in Pakistan. It has sponsored the leading singers in Pakistan and actively participates in music concerts. UNIQUE SELLING PREPOSITION: The main reason behind Tapal’s success is that it has locate its taste. It manufactures its product according to the taste and requirements of the market it is catering. other reason behind Tapal’s success in catching the hearts of the consumers is that, it has always been close to them.\r\nThis has been possible because of its strong Brand activation Activities. These activities have added a new dimension to their marketing activities make them more attractive, exciting and interactive as possible. These activities not only reinforce Tapal as a national company but also serve well all its other brands in having their desired uphold wherever requi red. These activities are customized according the brand requirements to achieve maximum results. non only this, these activities also provide the consumer with a 360-degree product experience, which not only helps in educating the consumer but also engages them to the brand.\r\nThese activities cover Outdoor Billboards, Event Marketing, Road Shows i. e. floats, energetic kitchens etc, Rural Development Programs, hebdomadally Bazaars, and Merchandizing of the products. MARKET result: Industry is now on the maturity stage. Large players has established their brands in the market and enjoyed huge profit margins. Now they are looking towards product note and multi segmentation because consumers are now more taste conscious and looking for variety available to them in a tea market. MARKETING MIX PRODUCT The core • Tea Beverage The actual product Packaging and labeling: see figure in front • Branding: red color, aspect of refreshing, hard pack and leisurely pack both. à ¢â‚¬Â¢ Trade name: Tapal Danedar, a TAPAL product • Brand personality Freshness, Healthy, Innovative, etc. • Brand equity: Tapal Danedar provides a quality, consistent, innovative and accessible tea reputation. Tapal has a variety of brands each catering to different market segments. After TAPAL’s unique Family Mixture became Karachi’s largest selling brand, the company was encouraged to innovate further. As a result an just new category brand called Danedar was created and launched.\r\nTapal Daneder became the country’s largest selling tea brand with a loyal following, which shows that Tapal has been sure-fire in creating a strong Brand get word amongst its consumers. Tea is part of culture in this region and now Tapal has become an integral part of this tradition with an unparalleled grace of its own. PRICE: The pricing dodging that they are following for Tapal is cost oriented as the terms that tapal is taking is comparatively low becausece its main competitor Yellow label tea. The price going for some products are: 200 grams Tapal Danedar unattackable Pack 80rs. 400 grams Tapal Danedar Family Pack 155rs.\r\nPrices for Lipton Yellow cross out Tea are: 200 grams Yellow cross out 95rs. 500 grams Yellow grade 235rs. So its price we can say that varies according to cost and even in high quality, which they are claiming, their price is low as compared to Yellow Label Tea. Tapal people neer wanted to compromise on quality so they adopted value based pricing. As Tapal specifically catering to different segments of the market so its prices are based on its effective value to customers relative to other products. Also the prices are different for different SKU’s CHANNELS OF DISTRIBUTION: Manufacturer ——? electrical distributor———? Retailer ——â€?\r\nConsumer The channel of distributions according to this brand Tapal Danedar is exactly as shown by the diagram as manufact uring business to distributors who vary according to geographical dispersion and then to retailer to final consumer. Tapal has a great channel of distribution not only to this brand but also all other brands that vary geographically according to consumer needs. TAPAL has 5 main warehouses in Pakistan, which are located in the following cities. 1. KARACHI 2. HYDERABAD 3. SUKHUR 4. MULTAN 5. RAIWIND From these warehouses the product move to the distributors as only in north they have 207 distribution channels.\r\nAnd from these distributors the product moves to the next, which is retailer and then to the consumer. This is also one of their strengths that they have a strong distribution channels. In the beginning the company sole aim was to capture the tea market of Karachi, as they were already in tea business here, only and then strategically build there network to other cities of Pakistan. Now Tapal has a distribution network spread across Pakistan, from Karachi to Khyber with over 400 distributors. Extensive training programs are provided for the devoted sales personnel.\r\nThe favoriteity of its fine brands is unabated, making it the No 1 national tea company in Pakistan. Tapal caters to its customers by providing Tapal Danedar and Family Mixtures to more than 140,000 outlets in Pakistan, which include super transshipment centers, department stores, general stores, medical stores, paan walas, grocery stores, merchants, etc. Grocery stores and merchants together provide 80% tawdriness of the tea sales. PROMOTION: OBJECTIVES: To make the brand incite the consumer as much it could be: • Tapal is using both BTL and ATL for the purpose of advancement. • through and through BTL Tapal is focusing on parade racks, sign boards etc. ainly dictated to different retailers for doughy onward motion against their competitors. • The specific term used by Tapal is the MODERN TRADE so that they have an eye contact of the product with the customer. In this they are using shelves to display their product in big stores like BEST PRICE, BUY BEST, HARLORD’S, and 7th EVENUE etc. • done ATL Tapal is focusing on broadcast and print media onward motion by placing ads on T. V and placing newspapers ads as well. electronic MEDIA: Initially, the company relied heavily upon print media but this trend is changing now because of the in customer’s life style.\r\nRight now, company is doing intensive advertising through networks. In their advertisement they hire the services of renowned celebrities. TAPAL AND MUSIC: With the view that the younger generation will be TAPAL’s future customers, TAPAL is actively supporting the fast developing music industry in Pakistan. It has sponsored the leading singers in Pakistan and actively participates in music concerts. SALES PROMOTION STRATEGIES: The Company is running different sales promotional schemes at different times of the year depending on the sales of the company.\r\n TAPAL’s brand is backed by planed dodge implementation and followed up with affective communication its advertising and promotion is touching all aspects of media and market opportunities. MARKETING query: Tea blending and tasting is both an art and a science and Tapal conceits itself on having mastered both the aspects. Tapal has adroitly judged the factory senses and keenness of the taste buds of their patrons, resulting in the creation of unhomogeneous well known brands. Aftab F. Tapal is a well trained and highly experienced tea taster of the country and is recognized as a qualified tea specialist worldwide.\r\nTapals tea managers have been trained at home and abroad in this very rigorous and specialized discipline, and have a great deal traveled to leading tea producing countries searching for better teas. Tapal is a research oriented company. It subscribes to and conducts various researches in the area of retail audits, consumer behavior, media planning and product development. This research is used for continuous improvement in product quality, brand positioning and communication according to the changing requirements of the consumers.\r\nConsistency and quality are the two keystones of Tapals production policy, and the Quality Control Department at Tapal ensures that flavor and freshness is never compromised. Thats why all the brands, whether Danedar, Tapal finical or Tapal Family Mixture, always taste exactly as expected, retaining aroma and freshness till the last sip. seek ON THE HARD PACK; According to the marketing manager service he conducted a research at different big cities of the country so that to analyze consumer behavior by this research many classes were taken over in 12 different sessions.\r\nBy this research first they showed the ad of Tapal and then ask about their thoughts and feelings related to the ad. The target market is housewives from different classes and on the basis of this research tapal conclude that they hav e to launch a hard pack of Tapal Danedar. As its target market was not sluttish to use the soft pack due to the status problem. Now after the launching, Tapal claims that it is difficult to fulfill the market needs of hard pack due to high demand. Competitive Strategy COMPETITIVE SITUATION: Unilever owns two of the most widely recognized product lines Lipton and Brooke Bond.\r\nThe major competition facing Lever at present is from Tapal Danedar Tea, who is truly a market challenger. Lipton comprises of Yellow Label which is knowing for swiftness middle, upper lower and upper middle class, which is a market leader in the industry, it comes in all the packages including hard packs, jars, and teabags. Lipton yellow label although the direct competitor of Brooke Bond arrogant comes in the family of Unilever so it is prone to its competing attacks. Lipton follows a massive promotion scheme to hold its share.\r\nRichbru is designed for middle and lower Upper classes and Pearl dust is designed for rural areas, mostly districts of Sindh where consumption of dust is extensive. They both are not utter as direct competitors of Supreme because they are targeting to different audience. Lipton has a market share of 43%. Brooke Bond comprises of Supreme and A1 karak Tea which is designed for lower classes, originally known as Kenya compartmentalization and then A1 Kenya mixture. Brooke Bond has a market share of 9%. Tapal with the assortments like Danedar and Family mixture collectively has a market share of 41% overall and in Karachi it has 24%.\r\nTapal is not only a direct competitor but can be stated as a only competitor because all the major market share holders belong to the family of Unilever besides Tapal. Tapal also comes in various packages and consumes much of the shelf space in super markets and convenient stores. Tapal has the biggest advantage of its assortments as is served not only by mixture but also Danedar which is getting very popular day by day. Tapal has a good pictorial matter in consumer’s mind and its price is also reasonably attractive. A sizable portion of the market is dominated by loose tea or unbranded tea.\r\nHowever, these brands are currently threatened by smuggled tea from Afghanistan which is available in the open market duty free. This has posed a lot of problems for genuine importers of tea who cannot compete with this tea because of its low price. This unbranded tea’s have the biggest market share of 40% because of its low price. COMPETITION take aim; Direct competition of Tapal tea is with Lipton yellow label tea. Indirect competition of Tapal is with coffee, loose tea and other flavored teas. Generic competition includes all the generic products, which can fulfill consumer’s generic needs. PROMOTION ACTIVITIES:\r\nTapal has a competitive strategy to make the promotion activities in all over the country, in urban areas as well as in rural areas. This is a great competitive advantage over the competitor Lipton which makes the promotion activities only in the urban areas. Tapal plan the following promotion activities: Float Activity: Tapal Danedar conducted a float activity latterly in the rural areas of Pakistan. A Tapal Danedar branded float moved in different towns and the float was stationed in high employment areas which generated the most crowds. The idea of this activity was to generate brand awareness and increase visibility.\r\nSo it is the great competitive advantage over the competitor for increasing brand awareness and increasing visibility. Demo Activity: It was carried out in the semi urban regions of Punjab and was aimed towards women, in forming them about the benefits of tapal Danedar. Tapal Danedar set up stalls with branded umbrellas and tables. Women super by were foold to the stall where a female mover spoke to them about the benefits of tapal Danedar and disadvantages of loose tea. All that time free tea samples were given to the people visiting the stall making the atmosphere cheerful festive.\r\nThis is the competitive strategy of Tapal tea to promote and aware the customers about its products as well as its advantages. Shop cell Activity: A Tapal Danedar branded kiosk was placed at a no. of Kiryana and General stores where promoters would invite customers passing by and inform them about the various deals being offered by tapal Danedar due to this activity Tapal get the competitive advantage over the competitor this is the store competitor strategy by which customers get awareness about the tapal products and increase and due to this strategy tapal survey getting more market share against the competitors.\r\n kinship with Multinational Company: For getting the competitive edge over the competitor especially in tea blending packing material and technological innovation the management of tapal visited time to time different multinational tea companies, such as the management team of tapal recently visited the tea factory of â€Å"TYPHOO” based in Liverpool England. The team was treated to an extensive visit of the production facilities and pass the day with the â€Å"TYPHOO” management team where some highly expensive ideas and best practices process were exchanged mingled with the two companies. ATL AND BTL ACTIVITIES:\r\nBoth ATL and BTL activities do play a key roll in advertising and promotion of all SKU’s of Tapal tea. Media releases played a great roll to give information about the pertly launched Hard Pack, service or company out to a large amount of potential customers while BTL activities addressed specific as well as selected mass audience in a particular area which will sustain for long duration. Through ATL and BTL activities Tapal has a great competitive advantage over the competitor and through using this competitive strategy they make reasonable market share and unendingly increasing in their share due to this strong competitive strategy.\r\nCONTI NUOUS LEARNING ABOUT MARKETS: In order to survive in the market you must have continuous learning about the market. Tapal did it very efficiently as their innovation shows this. They have the ability and they utilize it beautifully. Their continuous learning makes them real competitors against an international recognize brands like supreme, Lipton etc. Tapal Chai Family Mixture is the pride of Tapal developed by the forefathers in 1947 and thus creating a new category of Mixture in the tea market.\r\nIt is the blend that started the Tapal success story, and now other tea companies are following Tapal’s footsteps by go into the market with similar blends. Danedar Leaf Blend Pioneer of the Danedar category in Pakistan, Tapal’s Danedar remains a firm favorite around the country with its grape-nutty appearances, rich golden color and a strong refreshing taste. Tea is part of culture in this region and now Tapal has become an integral part of this tradition with an unparal leled grace of its own. PIONEERS of SOFT PACKAGING: Technology is also harnessed at Tapal to benefit the consumer.\r\nFrom the very beginning, Tapal realized the importance of importing innovative technologies such as the soft packing process. A fully automatic facility was established where soft packs were produced for the first time in Pakistan. At this facility tea is blended and packed in hygienic conditions, untasted by human hands whilst the soft packing technology keeps tea fresh and packaging be economical. The success of these soft packs has been such that other tea companies have also followed Tapals lead and launched some of their brands in soft packaging.\r\nAnd their other innovations are: • The first to introduce soft packs in the country. • The first tea company to introduce metal-free tea bags. The first to develop an entirely new blend and category-Tapal Family Mixture (the mixture of leaf & dust). • The first to invent the highly successful brand Danedar Leaf Blend. The first to market Kenya teas in Pakistan. The first tea company to be awarded the ISO 9001/2000 Quality deposition As a step towards backward integration Tapal has begun tea plantation at Shinkiari in the northern region of Pakistan.\r\nThis project aims at providing jobs, saving the countrys valuable foreign exchange and is a substantial step towards self-sufficiency. Tapal is also the 1st national tea company to export tea to the UAE, Canada and USA. This is again a pioneering step towards increasing value-added exports and is also a fast developing source of foreign exchange for the country. Business Process Analysis A COMMITMENT TO QUALITY; â€Å"never COMPROMISE ON QUALITY” has been the motto at Tapal since the very beginning. This commitment to quality has resulted in a high level of customer satisfaction and unflinching brand loyalty.\r\nIn December 1997, Tapal Tea became the first Pakistani Tea Company to earn the ISO-9001 certification, a symbol of the highest international quality standards. Again in December 2000, Tapal acquired the ISO9001: 2000 certification, making it one of the first few companies in the world to achieve this milestone. In step-up to the standard requirements, the ISO9001: 2000 certification system includes requirements for environment improvement, concepts of TQM (continuous improvement) with major emphasis on consumer requirements and satisfaction.\r\nQuality Policy; The management and the employees of Tapal Tea (Private) Limited is committed to: • Produce products that put together the customer’s requirements & expectations. • Fulfill the requirements and effectiveness of the quality management system through continuous improvements. • incessantly review & update the relevant quality objectives of products & processes in line with the Company’s Statement of Commitment. • infix individually & collectively as a team towards the i mprovements of processes, personnel, environment & ethical values. Brands;\r\nThe reason behind Tapal’s success in catching the hearts of the consumers is that, it has always been close to them. This has been possible because of its strong Brand Activation Activities. These activities have added a new dimension to their marketing activities making them more attractive, exciting and interactive as possible. These activities not only reinforce Tapal as a national company but also assist all its other brands in having their desired impact wherever required. These activities are customized according the brand requirements to achieve maximum results.\r\nNot only this, these activities also provide the consumer with a 360-degree product experience, which not only helps in educating the consumer but also engages them to the brand. These activities cover Outdoor Billboards, Event Marketing, Road Shows (floats, mobile kitchens etc), Rural Development Programs, Weekly Bazaars, and Merchandizing of the products. Tapal Tea has total 11 brands which are as under: 1. DANEDAR 2. FAMILY MIXTURE 3. TEZDAM 4. GULBHAR 5. viridity TEA 6. ICE TEA 7. INSTEA 8. TAPAL SPEACIAL 9. CHANAK DUST 10. MAIZBAN DUST 11. SAFARI TAPAL DANEDAR:\r\nSince 1947, Tapal Tea (Pvt) Ltd. has been the leading tea company in Pakistan. Since then, this prestigious corporation has expanded extensively and has introduced many successful tea brands complementing the different tastes of tea drinkers nationwide. At present, Tapal Danedar is the flagship brand of the company, standing as a true national brand. The history of Tapal Danedar is a success story in its own. In 1987, Tapal Tea launched a new category of tea in the market, called ‘Danedar’. This was a ‘Dana’ blend from the high grown tea leaves of the highest tea gardens in the world.\r\n each(prenominal) component of Danedar blend is carefully selected to provide a lovely looking leaf appearance that is neat, b lack, grainy and fairly even. Danedar blend is an excellent combining of bouncy taste and distinct flavor of world’s best high grown teas, which produces satisfying cup of tea for the consumers who like aromatic or flavor tea. The innovation was so successful that other multinational tea companies decided to enter the category and launch similar brands. Tapal Danedar has ever since maintained its top position in the category and is still the 3rd largest tea brand in Pakistan.\r\nAs a result of Tapal’s corporate philosophy, being the benchmark in creativity, many valued additions have been made to the brand over the years. The first was the introduction of Tapal Danedar teabags and later the innovative string less â€Å"Round Tea Bags” were launched. The most important feature of this top quality Danedar brand is that the characteristics of a brewed cup remain intact even after a long time. Tapal Danedar has throughout been an passing strong brand, creating l oyal consumers across Pakistan. Simply, Danedar is a effective brand and a great value product and there is no real substitute of it.\r\nToday, the Danedar family comprises of a multiple SKU’s (stock keeping units) including 3 trade mark soft pack variations, 3 enveloped pack sachets, a high utility jar, a protrude and the ground breaking convenient teabags. 100 g 200 g 400 g molarity g JAR FAMILY MIXTURE: Family Mixture is a blend of high grown Kenyan primary leaf and dust grades, which are carefully selected for their rich color, distinct flavor and a bright golden lively appearance.\r\nIt is a pioneering brand which started its journey in 1947. It’s a brand that brought about significant success, in fact, a breakthrough for the Company. Besides, it pioneered a unique mixture of leaf and dust tea in Pakistan. As a blend, it took no time to take off and found favor with taste buds from variable levels of market segments. The blend, perhaps, stays at the core of s uccess. The strength of Tapal Family Mixture is not only due to Company’s inherent interest in the brand but owes a great deal to the recollective vision of its creators, with a deep understanding of the habits of millions of country’s tea drinkers.\r\nTapal Family Mixture has been around and boot for several decades now. In spite of long years of facing competition, which became tougher by the year, Tapal Family Mixture still holds it’s own. Backed by growing intelligent marketing, TFM today continues to command a leadership position in Pakistan’s tea industry or market. 100 g 200 g ? Kg GREEN TEA: Keeping the changing tastes and expectations of our customers in mind Tapal introduced a range of color Teas that is healthy and amend in taste.\r\nTapal Green Tea is blended to spotlession using the finest tealeaves and specially selected flavors to give a refreshing experience of light taste and soothing aroma. â€Å"Green Tea” unlike black tea u ndergoes stripped oxidation during processing and is made from leaves that are not fermented before being dried. Originating from China, today green tea is consumed all over the world for its medicinal values and great taste. It carries many health benefits as the antioxidants present in it destroy free radicals that damage cells in the body and also controls the glucose level.\r\nGreen tea lowers cholesterin and blood-insulin levels, which helps in burning of fat. Furthermore, it promotes good all-round health, as it has no side effects. Tapal Shades of Green is an aromatic combination of the finest and carefully selected tealeaves and the tantalizing freshness of natural Jasmine, Elaichi and so-and-so. Jasmine Introduced in the year 2000, Tapal Jasmine Green Tea with its spirited essence and a distinct soothing effect breathes new life in to your senses. Jasmine Green Tea is a winning combination of alluring posy and health.\r\nInfused with Jasmine flowers, Jasmine Green Tea opens a new window to your mind. 90 g Elaichi Launched in 2005, Tapal Elaichi Green Tea was well accepted by green tea lovers nationwide for its revitalizing taste. The uplifting flavor of Elaichi tenderly takes your body to a whole new level of vitality. 45 g corn After connector the Tapal Green Tea family in 2006, Tapal Lemon Green Tea with its rich taste regenerates your head. It is your perfect soul mate to indulge in a rejuvenating experience of its succulent essence. 45 g TAPAL ICE TEA:\r\nThe invention of ice tea is generally believed to have occurred in America in 1904, although some differentiate has been presented that it may have been drunk in the South well before that. Like many great inventions, ice tea was created completely by accident. It was a sweltering day during the Worlds Fair in St. Louis, Missouri, and Englishman Richard Blechyndens tea concession was not doing well. He could not decoy anyone to try his steaming beverage. The sweltering heat flock all visitors past his wares. Until he struck upon a solution.\r\nBorrowing ice from a nearby ice cream stand, he created a beverage that would acquit for the next hundred years which is now also available in Pakistan. scum Tea came to ceremonial of the Tapal management when it was found that it was already being sold at many leading stores throughout the major cities. Independent industry research shows that healthy beverages were increasing claiming a bigger share of the Pakistani market and were growing at a tremendous pace. Tapal started to respond to consumer demand and research by introducing these current flavors. 14th of June was a historic day at Tapal Tea (Pvt) Ltd.\r\nPakistan’s own and favorite hot tea beverage company took its first step towards expansion with the introduction of its new product â€Å"Tapal Ice Tea”. The first consignment of Tapal Ice Tea was ceremoniously dispatched from the company’s warehouse on Thursday the 14th of June 2007. Pre sent at this momentous use were amongst other people the CEO of the company, Mr. Aftab Tapal, the COO Mr. Muhammadi Miabhoy and the CMO Mr. Mahmood Nanji. The product along with support POS material was well received by the shop keepers of Karachi and displayed across the selected areas of the city.\r\nTapal had been the leading brand here in Pakistan for many years, and this new product which is for now available at leading stores in Karachi and is sure to stir up some more excitement among the Chai freaked Pakistani’s which will make Tapal another step ahead of the leading brands in our country CHILL KARO PAKISTAN! The super market culture has changed consumer purchase habits and the youth today has ample choices in front of them, even when compared to 5 years ago. increasingly they are becoming a huge market on their own. Tapal wants to increasingly cater to this market and it is doing so with the launch of Tapal Ice Tea.\r\nTapal is known for its hot cup of quality blend of teas, but with Tapal ice tea, it has literally set a new precedent in our markets. Taken in an international context, Tapal Ice Tea is not a new product however it is a first of its kind in Pakistan. Who else but Tapal, the tea experts, could have served up so many ways to enjoy the convenience & benefits of tea? â€Å"Tapal has been making tea for over 60 years and now we’ve added a new area into our portfolio” said Aamir Habib, Brand Manager, and Tapal Ice Tea. â€Å"We know our product is about more than refreshment though.\r\nIt’s about chilling out and sharing good times with family and friends. We believe that this product is one of the best ways to kick back and have fun this summer. ” Tapal Ice Tea offers Pakistani youth an attitudinal choice that comes in the kind of flavors that they will like. Tapal ice tea is made for todays generation that loves to enjoy their life at its fullest and chill out. Instant refreshment is yours anytime wi th our beverage. Thirst- splashing and juicy, our Ice Tea is pure and satisfying. With this now you’ll be able to enjoy the great refreshing taste of Ice Tea from Tapal †the experts in tea.\r\nMade from real tea, Tapal Ice Tea combines the goodness of Tea Antioxidants with no preservatives, no artificial colors and only 16% net profit which is less than most regular soft drinks. TAPAL Lemon & Lime and Peach Ice Tea are a refreshing addition to the popular TAPAL product line of traditional teas. The ice tea contains vitamin C that gives it a refreshing tangy taste. Without interrogative Tapal Ice Tea is the best drink that adds to the fun of activities that youre engaging in. Whether its music, shopping, party, workout and games, you can be sure of a chilling time. Tea drinkers will really enjoy the new products, and the flavored ice tea will certainly appeal to active adults who seek refreshment and healthy benefits in their beverage selection,” said Aamir Habib, Brand manager. â€Å"The tea used to make Tapal Ice Tea has antioxidant properties which are associated with good health. ” The launch will be supported with a fully integrated marketing program that includes print, radio and out-of-home advertising, point-of-purchase displays, Web/interactive communication theory especially the launch of Pakistan’s first branded portal www. hillkaro. com, public relations and consumer sampling programs. Tapal Ice Tea will be sold in supermarkets, convenience and other retail stores. What is Ice Tea? The simple pleasure that tea drinkers have enjoyed with Tapal for more than 60 years gets a chilled & flavorful update this month with the new Tapal Ice Tea Lemon & Lime and Peach flavor varieties hit the shelves this month. Tapal Ice Tea is a deliciously refreshing drink made with tea, blended with water and fruit flavors. Ice tea is a form of cold tea often served in a glass over ice.\r\nIt may or may not be lovingened . The most common flavors worldwide include lemon, knockout and lime. About Peach Flavor Ice Tea For the delicious taste of summer in a glass any time of the year, mix up some Tapal Ice Tea Peach. It’s the perfect blend of thirst quenching, refreshing beverage and the sweet taste of peaches. Made from real tea blends, Tapal Ice Tea Peach combines the goodness of Tea antioxidants with no preservatives, no artificial colors and only 16% sugar which is much less than most regular soft drinks. About Lemon & Lime Flavored Ice Tea\r\nNothing beats a chilled, sweet, lemonlike glass of Tapal Ice Tea Lemon With just the right amount of ingredients; our mix is going to quench your thirst with a refreshing burst of Lemon and Lime. Made from real tea blends, Tapal Ice Tea Lemon combines the goodness of Tea antioxidants with no preservatives, no artificial colors and only 16% sugar which is much less than most regular soft drinks. Opt For The Healthy Drink †Ice Tea! We say Tap al Ice Tea Chill Karo because Tapal Ice Tea truly adds to the fun of your chilling out style. It offers a lot more than refreshment: Energizes you\r\nIts adjudge caffeine content stimulates energy consumption, giving your body a gentle physical boost that helps you keep going on your workouts, sports or any sort of physical activity energetically. 2. 1 mg of caffeine per kg body weight that equals 147 mg for 70 kg person ingested prior to prolonged exploit delays fatigue. This amount is available in approximately 3 Tapal Ice Tea cans. Sharpens your wits A combination of caffeine and theanine in tea gives you a relaxed but fully alert state of mind and at the same time helps you to focus. Hydrates you\r\nDrinking 8 render of water a day is a minimum requirement for a healthy, active lifestyle. Maintaining a healthy body fluid balance can become a challenge during summers, especially when you move outdoors. Your need to intake fluids becomes even more recurrent. In such a hot weath er, refreshing Tapal Ice Tea breaks are necessary time after time to replenish the fluid that you’ve lost all day to the hot weather in a delicious way and they’re a much better alternative than carbonated drinks. Doesn’t hurt your physical fitness Ta\r\n'