Introduction:

Tapal is the national tea brand and competing in Pakistan against the multinational brands and the
smuggled tea i.e. open tea. Today Tapal has become the largest, 100% Pakistani owned Tea
Company in the country. In Pakistan people really needs an excuse to have a cup of tea and such is
the tradition of tea drinking in Pakistan that every special moment is enhanced with the presence of
tea and where there are these moments Tapal brand is there. It is almost 60 years when Tapal was
launched and since that time Tapal is has always passionately delivered the excellence to its
customers. Whether the companys motto of uncompromising quality, or a continuous quest
towards innovation and improvement, the warmth and the passion they put in to tea is what makes
Tapal one of the leading tea brand in Pakistan.
Tapal tea always catered to the demand of the diversified tea consumers by launching numerous
brands of conventional tea and also the unconventional blends. Tapal has the strong heritage of
innovation and they the pioneer in creating the unconventional tea market. Tapal wants to
increasingly cater to the demands of its customers.

Mission Statement:
To satisfy our stakeholders and as a guiding principle to our business; be a benchmark for Quality,
Creativity and Ethical values Achieve leadership in all categories of our core business and diversify
in areas which complement the core business.

Vision of Tapal
1. To act locally, but think globally
2. To Provide information & trainings to employees for their development and improvement
3. To indulge in environment friendly business activities that generate positive influence to
society
4. To produce environment friendly product

Culture & Environment:

1. Friendly environment with respect for each team member of organization
2. Healthy culture of mutual trust and openness
3. Comfortable work area with international standard facilities
4. Diversified with both male and female workforce
5. Tapal is networked organization which allows people to communicate and work together
6. Tapal does not face any ethical or cultural issues

Recruiting Process
1. Recruiting process starts 2 months earlier
2. Head-hunt process is completed in 45 days max.

3. First priority is given to existing employees

4. Selection criteria is based on skill set, abilities and personality requirement of a specific job
5. Judgment is based on knowledge and attitude towards life and work.

Separation Process
1.

One month notice period is fixed before leaving

2.

Dues are cleared on the last day

3.

An exit interview is also taken on which following is discussed

a.

Reason for leaving the company

b.

Employees experience with the company

c.

Improvement opinions/ideas

4. If the company finds an employee involved in some fraudulent act then the person is
directly terminated without any notice.

Performance Measurement
1.

MBO and behavioral review process is used for Performance Management

2.

Appraisal is done once a year based on the achievement ratio of MBOs

3.

Discussion between sectional head and employees in informal and open environment

4. The promotion, job enrichment and enlargement options are also discussed

Compensation and Benefits

1.

Monetary as well as fringe benefits

2.

Nine salary grades and the salary of employees move within the different bands of grades

3.

The fringe benefits include transport facility and medical services

4.

The company has also set and R & D program with which the company researches about
the compensation plan being followed by companies of the same stature to benchmark their
salaries against the market.

Succession Policy
Tapal has a succession policy, every manager has a successor who can replace him in times of need.

Development of Human Resource

Providing trainings, skills development and inculcating performance management culture.

Stress and Conflict Resolution

Employees are comforted by being listened and then most feasible solution is advised.

Situational Leadership
Situational Leadership is used for shaping up strategic Management Culture.

CSR Corporate Social Responsibility

All expectations of stakeholders are kept in consideration with national and moral obligations
realization potential the organization overall believes in making a difference.

Skill Improvement through Training

1.

On Job trainings for employees

2.

In-house trainings on leadership, team work and communication improvements

3.

Special workshops for executives

4.

Evaluation is done before and after the training

Innovation and Creativity

1.

Appreciation of creativity and innovation is among the core values

2.

Tapal Tea is honored to have taken the lead in a number of areas in the tea industry
a. The first to invent the highly successful brand Danedar Leaf Blend.
b. The first tea company to introduce metal-free tea bags.
c. The first to market Kenya teas in Pakistan.
d. The first tea company to be awarded the ISO 9001/2000 Quality Certification

Increasing Employee Motivation

1. Job enrichment and job enhancement procedures.
2. Employees are provided with flexi timing so they can balance their work as well as personal
lives
3. Right to express opinion and ideas
4.

Challenging and meaningful work with opportunities for career advancement

5. Employees are encouraged to take initiative and bring in new ideas for work improvement.
6. They are given ownership and responsibility of their work.
7.

Appreciation on achievement

8. Cordial relationship with bosses and co-workers

Change Management
1. Through communication
2.

Change is managed through effective communication

3.

Abortion of Labor union:

a.

Reason and strategy conveyed through meetings

b.

Change communicated to all through mails, memos and chairmans speech

c.

Change implemented with approval of all members of management

Compliance to Standards
1.

2.

Tapal comply with the following international standards:

a.

ISO 9001:2008 - Quality Management System

b.

ISO 22000 - Food Safety Systems

c.

OHSAS 18001 - Occupational Health & Safety System

d.

ISO 14001 - Environment Management Systems

e.

ISO 20000 Information Security System

Next step is to integrate all functions into one homogeneous system

Measuring Job Satisfaction

1. No such method for measuring the job satisfaction of employees is used.
2. The salary structure is known to all the employees of the organization.
3. Employees at similar positions in an organization have identical salary packages.

Coping With Temporariness

1.

Provides trainings to employees in order to cope up with temporariness.

2. The employees have no fear of termination as the company gives proper chance to prepare
for the upcoming changes.

Meeting Targets And Deadlines

1. Time management training are given
2. Achievable deadlines and targets
3. Cutting corners in order to meet deadlines as doing it is unacceptable.

Business Practices At Tapal

The company practices some of the best business management programs

The management should also employ some program to measure employees job satisfaction and
motivation like
1. Single global rating
2. Summation of job facets.
Work environment is comfortable, friendly and enjoyable with international standards and
facilities
The culture and environment should be maintained

Human Resource Management

Human resource practices of Tapal are satisfactory
1. There is no policy of short term incentives or rewards inform of cash or gift items.
2.

Such a policy like rewards for creative suggestion should be introduced to promote the
small steps make great difference philosophy

Relationship of Employees with Organization

In general, employees are satisfied to be working with Tapal. They are proud to be associated with
the company and are loyal to it.
Employee motivation and loyalty to the company should be maintained by continuing its policies.

Advertising by Tapal tea:

In an increasingly competitive marketplace, greater emphasis is being placed on brand
image development as the basis for consumer discrimination. Advertising has a central role
to play in developing brand image, whether at the corporate, retail or product level. It
informs consumers of the functional capabilities of the brand while simultaneously
imbuing the brand with symbolic values and meanings relevant to the consumer.
Television advertising is used as its a most effective medium and hence, this acts as an
inducement to consumers to purchase the product. Sometimes there are TV
advertisements designed for different regions of Pakistan to achieve different advertising
objectives in those geographic areas.

Distribution Network of Tapal:

Distribution plays an integral role in any company whether its a FMCG or utility good. The role of
distribution in the marketing mix is to deliver a product to its target market or final consumer.
Between the manufacturer and the final consumer stands a set of intermediaries performing a
variety of functions. These intermediaries constitute a marketing channel also known as trade
channel or distribution channel. The marketing channels are set of interdependent organizations
involved in the process of making a product or service available for use or consumption. Marketing

channels overcomes the time, place and possession gaps that separate goods and services from
those who need or want them.
Tapal Tea is known for its wide distribution network. The Tapal distribution channel is:

Manufacturer

Wholesaler

Retailer

Consumer

Conclusion:
It is obvious that Tapal is a very strong brand in rural areas especially Sindh. It has got a range of
products as described above. Currently, its packaging contains figures and images that strongly
relate to emotions and family connections (as is the case in Tapal Family Mixture). In order to boost
its sales up we have identified a new product mix for Tapal which is explained above in complete
details.

References:
1.
2.
3.
4.

http://www.scribd.com/doc/22062546/Report-on-Tapal-by-Ali
http://www.amcy5.com/projects/marketing/amcy9.htm
www.alibaba.com/member/tapaltea.html
www.linkedin.com/companies/tapal-tea-pvt-ltd

BUSINESS ETHICS
Project: Tapal Tea Limited

Submitted To
Sir Zulfikar Ali Imran

Submitted By:
Mohd Muizz Amjad
(02113059 Sec B)
Iqra Majd
(02113261 Sec B)