Ma’am Marium Mateen Khan

COMPANY PROFILE
Adam Ali Tapal (founder) laid the foundation of Tapal Tea in 1947 and now it is supervised
by Adam’s grandson Aftab Faizullah Tapal. First tea brand of company was Family mixture
(mixture of leaf and dust) and was largest selling brand of that time and their first shop was
in Jodia Bazaar Karachi; afterwards, Tapal’s products were distributed to retail outlets to
target larger audience.
Tapal is first to introduce Kenyan teas in the country and it is first local company to export
tea USA and Gulf countries.
Under the management of Aftab Tapal, company introduced soft packs in country, and in
1997, Tapal earned ISO-9001 certification and became first Pakistani company to achieve
this milestone in tea market.
Tapal has a strong distribution network and has 400 distributors to distribute products across
Pakistan.
In year 1988, Tapal launched new brand MEZBAN to target interior Sindh as premium dust
tea, now Mezban is market leader and has 90% of market share in branded dust tea market
and has competitive edge over Unilever’s pearl dust.

MISSION

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

TAPAL’S ENVIRONMENTAL VISION IS:

• Sustainable world, a world in which human populations can continue to exist indefinitely
with a high standard of living and health.

• To produce, market & distribute its product in a way that does not cause harm to people or
damage to the Environment.

VALUES OF TAPAL

 TRUST:
All our practices take root in trust, integrity, and commitment, none of which we will
compromise.

 QUALITY:
We strive to excel in all our undertakings, and deliver excellence to our consumers too.

 CREATIVITY:
We encourage lateral thinking, and are receptive to fresh concepts.
 Ma’am Marium Mateen Khan

 INNOVATION:
We promote the entrepreneurial spirit, and believe the key to progress is in boldly
embracing change and fearlessly introducing novel concepts.
 LEADERSHIP:
Not only are we determined to be the best in our industry, we support each individual at
Tapal in their journey to excellence too.

 UNITY:
We pursue a shared vision together, unifying and energizing all stakeholders.

TAPAL BELIEVE THAT THEIR ACTIVITIES SHOULD:

• Respect the environment

• Generate economic benefits
• Create positive influence in the society
• Create opportunities for good quality of life

TAPAL’S PHILOSOPHY IS:

•To act locally, but think globally

TAPAL’S EMPLOYEES ARE:

• Provided with the information & training necessary to enable them to perform their tasks in
a hygienic manner.

INDUSTRY REVIEW:

(Ministry of commerce, 2016 report)

 Ma’am Marium Mateen Khan

History of tea consumption in Pakistan has its roots in British era and became popular during
British rule over subcontinent. Mr. Thomas Lipton was first British to introduce tea in sub-
continent at affordable prices. This is the reason that Lipton is well-known brand in sub-
continent even today.
Total tea market in Pakistan comprises of legally imported tea and illegally smuggled tea.
10- 15% of tea comes to Pakistan through smuggling and route of smuggling is land route
between Pakistan and India and tea that is smuggled is mainly unbranded tea.
In tea importing countries, Pakistan ranks second and Pakistan’s per capita tea consumption
is higher than India and is thrice of Bangladesh’s per capita tea consumption. Tea suppliers
to Pakistan are Kenya, Rwanda, Indonesia, Vietnam, Bangladesh and India. 65% of tea
imports to Pakistan come from Kenya. (Ministry of commerce, 2016 report)

MARKET SIZE:

(Food and Agriculture Organization)

Pakistan is one of those countries that ranks high on tea consumption and Pakistan is third
largest tea importer. Per capita consumption of tea has risen by 35.8% during years 2007-
2016 and it is one kilogram per person approximately. Total volume of tea in Pakistan is
172,000 metric tons and would rise to 250,000 metric tons by 2027. (Food and Agriculture
Organization)
During years 2017-2027, total volume of tea would rise by 45%. It shows Pakistan’s tea
market is growing.
 Ma’am Marium Mateen Khan

MARKET STRUCTURE

(Final-Internship-Report-on-Tapal-Tea-Pvt-Ltd)
 Ma’am Marium Mateen Khan

In Pakistan, tea consumption is 40% in urban areas and 60% in rural areas.
Tea is sold in two categories: branded and unbranded. Branded tea has 55% market share
and unbranded (loose tea or khulli Patti) has 45% market share. Pakistan consumes 150000
tons of tea and out of which, 70000 tons is of unbranded tea. Unbranded tea captures good
market share, reason is that majority of population still lives in rural areas because of
unawareness, and they are using unbranded tea which is hurting branded tea market.
Unilever has 43% market share in Branded tea market; while, Tapal hold 41% market share
and other competitors like Kohinoor, Vital, and Tetley gets rest of the share. Branded tea
segment depends on imported tea. (Final-Internship-Report-on-Tapal-Tea-Pvt-Ltd)

MARKETING PLAN
Tapal has strived to design its marketing activities as appealing and interactive as possible,
forging a direct link and connection with their consumers. Tapal design their integrated
marketing plan in such a way that it comprises of 30% of their overall budget to cover
advertising efforts being aimed at all regions of Pakistan. Their focus is to make their
products available in all leading stores across Pakistan with their main target being
supermarkets and departmental stores where consumers frequently visit to buy daily grocery
items. For Tapal danedar, their target audience is families and offices, with their
advertisements stressing on their product’s premium quality, taste and texture, low price, and
also using their long and successful run in Pakistan’s tea market as means to inculcate an
element of nostalgia in their returning customers, and convey a sense of bonding with and
within them. Tapal is also known to directly target their prime competitor Lipton through
their advertisements, with Lipton doing the same, this direct consultation of the two tea
giants makes for some healthy competition ultimately benefitting both of them through
social media awareness and on-board customer loyalty. One of such examples is illustrated
below:

-
 Ma’am Marium Mateen Khan

Their marketing efforts are planned to be carried out through the following means:
 Printed media (banners, newspaper ads, magazine ads)
 Digital advertisements (TV ads)
 Radio ads
 Social media promotions
 Sample taste tests

ELEMENTS OF PERCEPTION
Tapal’s multi-brand portfolio, which includes a variety of black and green tea brands, is a
major contributor to the company’s success. In addition to tailoring its brands and blends to
satisfy the economic constraints of low-, middle- and high-income consumers, Tapal
customizes its offerings to suit Pakistan’s various ethnic groups. Tea consumption in
Pakistan, like many Asian markets, is not only tied to refreshment, but is also an integral part
of the social fabric. Tea choices are often personal as they reflect one’s heritage and culture.
As consumers switch to packaged teas, the brands that appeal to a consumer’s specific tea
tradition are likely to be the most attractive.
Each of Tapal’s nine brands caters to a specific ethnic and economic demographic. Both
Tepal Mezban and Tapal Chenak, for example, are economy priced brands of black tea dust
(low-grade tea that is favoured for its inexpensiveness and ability to produce a strong brew)
that are blended to meet the taste preferences of people from the Sindh province in the south-
western part of Pakistan. Tapal Chenak, however, is packaged specifically to appeal to the
area’s Hindu population, through its use of saffron – an auspicious colour in Hindu culture –
on its packaging. Tapal Tezdum, which recorded US$ 38 million in retail sales in 2013, is
the company’s economy-priced brand for consumers in the Punjab province. Tezdum is
positioned as a strong, powerful blend, to appeal to the ‘valor and bravery of the Punjabi
people.’ For consumers who live in the northern provinces near Kashmir, where green tea is
the traditional beverage of choice, Tapal markets its Gulbahar Green Tea brand.

BRAND IDENTITY
The brand identity of Tapal danedar has been portrayed and promoted to be Tapal’s premier
tea in Pakistan, which offers superior quality and taste, with the word “Danedar” suggesting
that the signature blend consists of premium quality Kenyan granules (AKA danas) which
are formed from premium curled leaves that help give off their signature aroma and texture,
at a better price than the competitors in the market.
 Ma’am Marium Mateen Khan

TYPE OF SEGMENTATION:
DEMOGRAPHICS TAPAL

Age 18-24+

Gender Male and Female both

Income 25000-30000+

Education College, University Grads

(Self-Generated)
Tapal Danedar do say they target audience between the ages of 18-24+ age, but in Pakistan
there is no age limit for the consumption of tea and people of all age prefer to drink tea. Also
the income level of people who consume Tapal Danedar is much higher than Tapal said, it is
between Rs.50,000-65,000+.

PSYCHOGRAPHICS TAPAL

Personality Sincere

Culture Based on Tradition

Lifestyle Makers, Believers (fast + sedentary lifestyle)

Frequency of purchase Regular intervals (once or twice a month)

Benefits Sought Taste, aroma and rich color

(Self-Generated)
BEHAVIORAL TAPAL

Occasions After Breakfast/ Lunch/ Dinner

In parties and meetings
Usage rate frequent
 Ma’am Marium Mateen Khan

Attitude towards Product positive

(Self-Generated)
TARGET AUDIENCE:
Tapal’s target audience is mostly the population of urban areas in Pakistan, upper middle and
high class families. In which the consumers are more particular about taste, quality and not
about the price of the tea. It provides family values, togetherness, bond and unity and their
deep-rooted links with tea and tea-time.

CORE COMPETENCE:
Tapal is a competent brand and it is known for its premium quality, distinct taste, its unique
aroma and rich color. All of this is possible because Tapal uses a unique combination of
high-grown Kenyan tea leaves and dust which creates a marvelous blend and provides rich
taste. These factors make up for the core competence of Tapal.

BRANDING:
 Brand name: TAPAL DANEDAR
 Meaning of name: No unique meaning, Tapal was named after its founder Adam Ali
Tapal. “Danedar” is a kind of tea that Tapal has converted into a brand name.
 Color: TAPAL uses a big and bold font type for its brand name and uses Red and
White color, red color highlights passion and importance whereas white color is
associated with being virtuous and healthy.
 Ma’am Marium Mateen Khan

POSITION STATEMET
TARGET AUDIENCE:
For upper middle and high class families. In which the consumers are more particular about
taste, quality and not about the price of the tea. It provides family values, togetherness, bond
and unity and their deep-rooted links with tea and tea-time.
FRAME OF REFERENCE:

(Self-Generated)
POINT OF DIFFERENCE:
 Pakistan’s first Danedar brand, Tapal Danedar has proved to be the first choice of tea
connoisseurs across the country.
 The premium quality blend that hand-picked Kenyan tea leaves provides distinct taste,
aroma and rich color.

EVIDENCE:
 The premium quality blend that hand pick Kenyan tea leaves.
 Tapal Danedar is crowned as the “Biggest Tea brand in Pakistan.
 History
 Advertisement directed towards with family values as well as national values.
 Ma’am Marium Mateen Khan

STATEMENT:
“To upper middle and high class families, Tapal Danedar is the brand of hot beverages that
provide premium quality of distinct taste, aroma and rich color because it is hand-picked
Kenyan tea leaves. The brand character is competent”
(Self-Generated)
TAPAL DANEDAR GAP ANALYSIS

(Self-Generated)
There are twelve dimensions of brand identity but we can only find a gap in seven of the
dimensions, remaining dimensions are mention below.
 Country of Origin
 Product Scope
 Organizational Attributes
 Local vs Global
 Brand Customer Relationship
 Brand Heritage
 Ma’am Marium Mateen Khan

These remaining dimensions of Brand Identity do not have a major role in Tapal Danedar, as
Tapal Danedar does not highlight these dimensions of Brand Identity in their product.

PRODUCT OF TAPAL:
 TAPAL DANEDAR
 TAPAL FAMILY MIXTURE
 TAPAL TEZDUM
 TAPAL MEZBAN
 TAPAL CHENAK
 TAPAL GREEN TEA
 TAPAL GULBAHAR GREEN TEA
 TAPAL DANEDAR 3 IN 1 INSTANT TEA

TAPAL FAMILY MIXTURE:

Tapal Family Mixture, launched in 1947, was the first brand of the Tapal Tea Company.
Family Mixture originated from a small shop in Jodia Bazar and is now one of the most
popular brands in Karachi.
The essence of the brand revolves around the perfect blend of tea for the complete family.
Pioneer in the mixture category, the blend of dust brings out tea color and leaf brings out the
taste. Family Mixture is the choice of the home maker who is looking for good value for
money in her tea brand.
 Ma’am Marium Mateen Khan

TAPAL TEZDUM:
Tapal Tezdum was launched in 2003 and was re-launched in 2014 with enhanced blend and
clutter breaking purple and gold packaging.
The essence of the brand revolves around the strong cup of tea that inspires greatness and
courage to overcome any internal barrier or conflict, giving you the strength to move forward
in life and excel in every personal endeavor. With its strong, flavorful taste and rich color,
the blend is crafted to deliver consumer satisfaction.
Tapal Tezdum is a blend of high grown Kenyan primary leaf grades, which are carefully
selected for their distinct flavor and bright golden rich color. The blend is specially designed
to guarantee a faster infusion with a quick brewing time for a rich and strong taste.

TAPAL MEZBAN:
Tea encourages hospitality and togetherness and Mezban, which means “host”, gives our
consumers the chance to share a moment over a cup of the perfectly blended, aromatic and
flavorful dust tea.
 Ma’am Marium Mateen Khan

Ever since its launch in 1988, Mezban has been known as the premium dust tea brand that
understands and reflects the true essence of Sindhi culture and hospitality.

TAPAL CHENUK:
Tapal Chenak was launched in 1984 and was the pioneer in the branded dust tea segment.
This saffron colored pack is the leading brand in the value segment of dust tea with the
product attributes articulated specifically to serve the people of Tharparkar district of Sindh.
It offers its consumers a strong cup of tea at an affordable price and has blossomed into the
most admired tea brand for the people living in these remote areas.
Tapal Chenak has been awarded with the prestigious PAS Award 2014 for the Best
Campaign – Hot Beverage.
 Ma’am Marium Mateen Khan

TAPAL GREEN TEA:

Tapal became the first Pakistani tea company to launch a range of flavored green teas in
2000. Tapal Green Tea Jasmine flavor was launched in 2000; followed by Elaichi in
2005.Lemon flavor was launched in 2006 and Mint in 2010 which was later re-introduced as
Moroccan Mint. In 2015 the Jar portfolio was extended to include Tapal Green Tea
Lemongrass.
Tapal Green Tea is blended to perfection using the finest green tea leaves and specially
selected natural ingredients & flavors, to create the perfect harmony of taste and aroma. It
contains real natural Ingredients like jasmine flowers, lemongrass and cardamom/elaichi
seeds. Its natural ingredients and antioxidants may aid digestion and boost your body’s
natural metabolic rate; which may assist in weight-loss.
Tapal Green Tea is available in tea bags & jar packs. Teabags are available in four flavors,
Jasmine, Lemon, Elaichi and Moroccan Mint and in a unique Selection Pack with all four
flavors in one pack. Its jar packs are available in two flavors Jasmine and Lemongrass.

TAPAL GULBAHAR GREEN TEA:

Gulbahar, the oldest green tea brand, was launched by Tapal in 1999-2000 to especially cater
to its northern market where “Sabz Chai or Qahwa” and “Kashmiri Chai” is very popular.
The essence of this brand is that it gives a strong sense of relaxation and warmth and has a
very soothing effect on the body.
Tapal Gulbahar Green Tea is an excellent quality green tea which can be used to make Green
Tea as well as Kashmiri Tea. It aims to target all those households who have a liking for
Kashmiri tea and want a good value for money.
 Ma’am Marium Mateen Khan

TAPAL DANEDAR 3 IN 1 INSTANT TEA:

Tapal Danedar 3 in 1 Instant Tea promises the same great taste, color and aroma associated
with Tapal Danedar combined with the enticing flavor of Elaichi.
It offers consistent quality and taste along with convenience to all those people who find it
hard to make a perfect cup of tea, many times a day. So you can have it anytime, anywhere at
your convenience as it is surely your taste on the go.

BRAND CAMPAIGN
YEARS CAMPAIGNS

2011 Har mizaaj se ashna campaign

*(won an award for best
campaign)

2012 Qabool ha campaign

2013 Tapal with everyday milk

(association)

2014 Breaking the stereotypes

 Ma’am Marium Mateen Khan

2015 Tapal tea bag campaign

2016
Tea wars between Tapal and Lipton

2017 Breaking the stereotypes

*(continued)

2018 3 in 1 instant tea campaign

(Self-Generated)
2011 CAMPAIGN
Tapal launched an advertising campaign “Har mizaaj se ashna”, which showed that people
having bad temperament or mood can get their mood fixed after having a cup of Tapal
Danedar which is according to every mood and temperament and for this campaign they won
the best campaign award in 2011.

2012 CAMPAIGN
Tapal’s second campaign Qabool ha portrayed that a girl after completing her education
suddenly gets married but she accepts her married life happily and takes on the responsibility.

2013 CAMPAIGN
During the period of 2013 Tapal associated itself with Everyday powdered milk in order to
get the responses of the general public regarding the mixture of Tapal and powdered milk.

2014 CAMPAIGN
During 2014 Tapal launched an advertising campaign with the focus on breaking the stereo
type that husbands can’t make tea for their wives so they launched advertisement which
showed that woman after having a hectic day at work gets tired so husband makes a cup of
tea in order to break the stereo type for her and they share a good time with each other
 Ma’am Marium Mateen Khan

2015 CAMPAIGN
In 2015 Tapal launched tea bags for tea users so that they can easily make tea for themselves
during their busy hours at work or at home and freshen up their mind and mood

2016 CAMPAIGN
During this year tea war broke out between Tapal and Lipton so both of them launched
different ads against each other in order to gain public attention and become a market leader

2017 CAMPAIGN
During this year the same campaign of breaking the stereotype continued with a new
advertisement portraying the same message

2018 CAMPAIGN
During this year as FiFA world cup was on and other cricket competitions were on the rise
Tapal launched a 3 in 1 instant tea which included readymade tea milk and sugar in one
sachet so that people can easily make tea while enjoying their cricket or football matches and
getting minimum distractions

SOCIAL MEDIA
Ma’am Marium Mateen Khan
Ma’am Marium Mateen Khan
 Ma’am Marium Mateen Khan

COMPETITIVE ANALYSIS
In Pakistan tea industry has great potential. Every second person looks to get into this
industry but this industry requires more from you so as discussed people have desire to enter
in this industry because of its potential, here competition becomes tough. The two pioneer
brands of tea industry are Unilever’s Lipton and Tapal Danedar. Whereas Unilever holds two
products Lipton and Brooke bond supreme. The Lipton has 43% market share and Brooke
bond have 9% share. Tapal collectively holds 41% market share, Tapal has good brand
image in consumers and price is reasonably attractive. The threats for these brands are
unbranded or loose tea which holds significant market share.
 Ma’am Marium Mateen Khan

INNOVATION:
Tapal tea has been highly innovative because it not only makes the tea products but also
introduce tea as a soft drink named as ICE TEA first time in Pakistan. Tapal for the first time
changed its packing from metal tea bag to soft packaged tea which is easy to open. They
introduced new category Tapal family mixture which is the mixture of leaf and dust.

CONSUMER ANALYSIS:

Analysis of a product is an integral part in launching a product, creating marketing strategies

and placing the product. Tapal has different products and in order to promote those brands, it
needs to analyze the consumer base properly. Following is a list of different brands of Tapal
which are targeted at a diverse consumer base.

TAPAL FAMILY MIXTURE:

The family mixture is targeted for the family system in Pakistan as it is even mentioned in
the product’s name. Family system is a major culture in Pakistan and Tapal is encasing it.

TAPAL TEZ DUM

Tapal Tez Dum targets the consumer who prefers strong tea. Their advertisements also show
rough and tough people and the tagline used is “Tapal Tezdum, Lagay Thaa Karke”.

MEZBAN PREMIER DUST

This is also targeted for people who prefer strong tea. This product is famous among people
of Sindh.

TAPAL DANEDAR AND DANEDAR TEA BAGS

Danedar is targeted at the urban areas which mainly consist of upper and middle classes.
The main consumer base for tea bags is people who need portability, travellers, people in
businesses and students. This consumer either doesn’t have time or facility to make tea.

CONSUMER RESEARCH:
Tea blending and tasting is both an art and science. Aftab F. Tapal is a well-trained and
highly experienced tea taster of the country and is recognized as a qualified tea specialist
worldwide. Their tea mangers have had proper training in this particular discipline. Tapal
makes sure that they travel to other countries and visit cultures to look for better teas.
Tapal is a research oriented company. It has ongoing researches in areas such as retail audits,
media planning and product development. The research helps Tapal to improve its product
and communicate better with its customers.
 Ma’am Marium Mateen Khan

CONCLUSION
Tapal is one of the leading tea brand in Pakistan and it has huge consumer base. The brand
has got range of products. Tapal’s packaging consists of images and figures that strongly
relates to its consumer base. Its taste, which is consistent, caters to its customers in different
parts of the country. These are the reasons which helped Tapal to establish as the leading
brand in Pakistani market.
 Ma’am Marium Mateen Khan

REFERENCES:
http://tapaltea.com/
https://www.facebook.com/tapalofficial/
http://www.na.gov.pk/uploads/documents/questions/1460701345_188.pdf
https://www.dawn.com/news/1415762
https://propakistani.pk/2018/06/25/its-tea-time-pakistan-listed-on-7th-for-highest-per-
capita-tea-consumption/
https://www.scribd.com/doc/24161355/Final-Internship-Report-on-Tapal-Tea-Pvt-Ltd
https://www.ukessays.com/essays/marketing/case-study-tapal-tea-private-limited-marketing-
essay.php
https://aurora.dawn.com/news/1142807?fbclid=IwAR1P1C6fg_aQakkaQQ55muwkLJVIXeF
iB3KW0IjGJKEK72qbu8_zS1R3CE
https://www.dawn.com/news/747945?fbclid=IwAR2frV7vcPf6gIMWMKZItonpjnpNXp2zI9ee
_CBAUC-lAtE7iaCCLFEzvM