Saadia Ashraf

Hina Pervez Agha Zohaib

Introduction To Tapal Brands From The House Of Tapal Our Chosen Brand Customer Analysis Competitor Analysis STP Marketing Mix Re-positioning

Tapal started out as a family concern under the personal supervision of its founder, Adam Ali Tapal.

Today Tapal Tea is managed by the founder's grandson, Aftab F. Tapal

Tapal’s deep rooted culture and core values differentiate it from its competitors

"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

Strong Distribution Network Research Development Human Resource Managment

Company

Danedar Leaf Blend Family Mixture Safari Kenya Leaf Mezban Super Dust

Chenak Kenya DustSpecial Teabags Jasmine Green Tea Gulbahar Green Tea

TezdumSpecial Round Teabags   Ice Tea

From The House Of Tapal

Mezban was launched in the 90s as one of the premier ‘Dust Tea’ brands of Sindh

Tea with a strong flavor & taste Originally developed for hot tea

shops Mezban has become a favourite

amongst household consumers as well.

Brand essence of stimulating relationships through hospitality

Mezban Premier Dust is the blend for consumers who prefer tea with a strong flavour & taste.

Initially TAPAL MEZBAN was launched, was particularly for the small hotels in the interior sindh.

Due to finest quality and relationship with the customers Mezban has become a favorite amongst the household consumers as well.

CUSTOMERS

TAPAL is operating in a market that is flooded with many competitors. Every tea product in the market is offering more or less the same attributes

If we look overall than every tea is a competitor of another one

And many local mushroom teas

Cannnibalization

Competitor

Segmentation: demographic (Culture) geographic and behavioral bases

Is the segment viable? Is the segment accessible? Is the segment measurable?

Targeting: single segment Targeting

Positioning: symbolize the bonds and relationships that underscore the human equation for the people of Sindh along with celebrating their rich heritage and culture.

STP

Its tagline, ‘Yeh Rishton Ki Shaan hai Yehi Mezban Hai’

Brand essence of stimulating relationships through hospitality

Product: Price: Place: Promotion:

Marketing Mix

New Tagline “KHUSHYO KI PEHCHAN TAPAL MEZBAN”

The background pattern can be AJRAK We can also introduce Tapal Mezban to

grap the Otak System.

Re-positioning