ACKNOWLEDGEMENT

LETTER OF TRANSMITTAL
EXECUTIVE SUMMARY
COMPANY DESCRIPTION
REASONS OF FAILURE
STRATEGIC FOCUS AND PLAN
Mission Statement:
Vision Statement:
Goals:
CORE COMPETENCY AND SUSTAINABLE COMPETITIVE ADVANTAGE:
Consumer Understanding
Innovation
Brand-Building
Go-to-Market Capabilities
Scale
MAJOR BENEFITS OF CAMAY
ANSOFF MATRIX:
PRODUCT DEVELOPMENT STRATEGY:
PORTER GENERIC STRATEGIES:
Differentiation:
SITUATION ANALYSIS
PEST ANALYSIS
Strengths:
Weakness:
Opportunities:
Threats:
Management:
Market offerings:
Marketing and Personnel:
Profits and suppliers:
Threat of Substitute
Threat of New Entrants
Industry Rivalry
Power of Suppliers
Power of Buyers
MARKET-PRODUCT FOCUS
Target Market:
Demographic Factor:
Psychographic Factor:
 Acknowledgement

First of all, we would like to thank Almighty Allah for blessing us with the
courage, strength, and ability with which we were able to complete this
report successfully.

Furthermore, we would like to extend our special thanks and appreciation our
course instructor, Ms. Sara Khurram for her constant guidance and
encouragement throughout the semester, and for making this report and
incredible learning experience.

We have benefited a great deal while searching for the material and making
the report and hope that people will also benefit from it.
Letter of Transmittal

December 9 2016
Miss Sara Khurram
Marketing Management
Iqra University, Karachi

Respected Madam,

We hereby present our project report Re-launch of Tapal Danedar

3in1 instant Tea. This report identifies the Background, Marketing
environment, SWOT analysis, Re launch strategy, Target market of the
product. This Information has been collected through survey and books
from library, all material used in the report has been acknowledged
properly. Secondary data used in introduction, history and past image
of brand, recommendations, strategy and swot analysis were made by
us.

It was a truly difficult task but we have tried to do our best to make
this report after conducting thorough research, which involved much
help from the internet, books and survey, which provided us with
tremendous amount of information. This report has given us a great
opportunity to add to our knowledge and learning. We hope that this
report will be good enough to come up to your level of expectation and
requirement, and will be helpful to the society in general.

We are very thankful to you, for guiding us at all levels and being a
very kind and patient teacher; and helping us in all the endeavors and
difficulties that came across.

Sincerely,
Rakhi Kumari 34369
Nawal Khola Syed 30485
Sanam
Khawar Sheikh
 EXECUTIVE SUMMARY

Tapal danedar is known for its local taste as far as blending, tasting and developing
new blends according to consumer taste is concerned. Brand does various surveys
annually to maintain their product quality and work upon consumers need. Tapal
ensures that taste and freshness is never compromised hence, it is able to satisfy the
huge markets it caters.

This report was made with the idea to re-launch the famous brand Tapals product 3 in 1 Sachet.
The research draws attention to why the product failed, what does the market lacks, how the
dynamic market shifts and how price and taste are the two major factors in instant tea industry.
As the product failed due to a number of competitors and less advertisement was done; on the
other hand, product design was unattractive hence making the cost of product itself to not reflect
the organization.

Re-designing the whole brand image of the product itself is recommended along with some
improvements in order to develop a new taste from the rest of the competitor brand products.
Another main focus is given to the promotional activities and later sales techniques would follow.
Furthermore, many strategies are suggested of how to use the price penetration to enter the
market and grab market share.

Keeping in view the companys commitment towards these business principles and culture
which is also the base of the company worldwide; this report will give a complete overview
about how, when and where the product should be launched and reestablished in the new
market.

COMPANT DESCRIPTION:

Adam Ali Tapal was the founder of the Tapal Company. He formulated a unique tea blend, named
family mixture. Eventually became the largest selling brand. Introduced different tea brands.

Tea is one of the most popular drinks in the entire world and the most widely
consumed beverage in South Asia. The demand for tea in Pakistan is very high. With
such a
highc o n s u m e r b a s e , t h e c o m p e t i t i o n i s a l s o v e r y i n t e n s e . B r a n d s s u c h a s
Tap a l , L i p t o n , B r o o k e B o n d a n d S u p r e m e , b e i n g t h e l e a d i n g t e a m a k e r s
n o t o n l y c o m p e t e w i t h o n e another but also face intense competition from loose
tea.Tapal is a well known name in Pakistan. In 1947, it started business as a Tea leader andso
celebrated its 55
th
anniversary in 2002. Their first shop was in Jodia Bazaar.T h e j o u r n e y o f Tap a l ' s
r e m a r k a b l e s u c c e s s i s t h e c o m b i n e d e f f o r t s o f t h r e e d y n a m i c generations of
the Tapal Family. Tapal started out as a family concern under the personalsupervision of its
founder, Adam Ali Tapal. The company continued to grow under themanagement of
the founder's son, Faizullah A. Tapal. . Currently it is managed by thefounders
grandson, Aftab F. Tapal who has continued giving further strength to the foundations
of quality laid by his family.Making a modest beginning over half a century back, today Tapal has
become the largest,1 0 0 % P a k i s t a n i o w n e d Tea C o m p a n y i n t h e c o u n t r y. I t h a s
m o d e r n t e a b l e n d i n g a n d packaging factories, warehouses equipped with state-of-the-art
equipment and a team of h i g h l y
d y n a m i c p r o f e s s i o n a l s h e a d e d b y A f t a b Tap a l h i m s e l f . H e w a s t h e f i r s t t o
introduce soft packs in the country. He developed an entirely new brand and
category-Tapals Family Mixture (the mixture of tea & dust). Mr. Aftab Tapal was the
first to invent the highly successful brand Danedar Leaf Blend. In 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
theISO-9001: 2000 certification, making it one of the first few companies in the
world toachieve this milestone. In addition to the standard requirements, the ISO-
9001: 2000certification system includes requirements for environment
improvement, concepts of 5

TQM (continuous improvement) with major emphasis on consumer requirements

and satisfaction .Tapals success has left many astounded. No magic formula
however, lies behind its growth other than hard work, dedication and of course unique
blends and better quality
.

# CONTENTS PAG
E
1 Tapal pvt (Ltd)Introduction 5
2 Tapal Pvt(Ltd)Pakistan 5
3 Executive Summary 7
4 Product Information 8
6 Reason Of Failure 10
7 Strategic Focus 11
8 Market Product Focus 11
9 Evaluation and Control 15
1 Re-Launch Strategy 18
0
Why did the products failed?

o There was no product awareness among consumers

o Marketing material was not sufficient and poor
o Tapal had Product Quality Problems
o Was launched only on the basis of company name did not try to
establish a brand from scratch
o Advertisement was not attractive and didnt focus on segmented
market
o Pricing Strategy was not adopted
o Failed to highlight consumer benefits
o Positioning was not clear
o Scattered segmentation
o Taste was not good
o Trade Discount was less as compare to competitors
o There were problems with the packaging which caused the tea to go bad.
o The product is only available in four cities (Karachi, Lahore, Islamabad and
Rawalpindi

MISSION STATEMENT:

To provide a value added service to our customers with quality, reliable, and
world-class service. Customer satisfaction is our number one priority.

Vision statement:

o To provide value and quality to our consumers, our aim is

constantly to provide world class service for our customers,
deliver value for our products and make Tapal a great place to
work for our employees. We aim to have a reputation
for innovative thinking in the areas that matter to our customers
o To become a global brand.
o To be an innovative, marketing and research oriented company.

GOAL
Achieving our goal buy attracting customer by delivering best services to customer
,satisfying their needs

Theres always a gap between satisfaction, as the taste varies from

consumer to consumer theres always room for improvement in taste and
cost factor, as Tapal has a brand image all over Pakistan for its quality
products that is why instant drink should be re launched because of a good
back, improvement of taste is very important Tapal 3in1 instant tea time saving
product which is beneficial for students ,employers,travelers ,its not a time saving bt its
easy to carry and easily dispose off .

TAPAL 3in1 is the product which is coming up with new innovation

which is not offered by any other competitor its uniqueness is going to
attract our target market in a way which no other competitor have
done just because we are taking care of their valuable time and
providing the solutions of their daily life problems and saving them
from destructive environmental problems by giving the benefits of
natural resources.

PRODUCT INFORMATION

Tapal Danedar 3in1 Instant tea carrying a tagline of Your Taste on the Go, Tapal
Danedar 3 in 1 Instant Tea has been positioned as your cup of tea when you are out
of homewe save people the time and hassle of mixing all the ingredients typically
needed to brew a cup of tea. Tapal Danedar 3in1 Instant tea available in 25g
single-serve sachets that are convenient and affordable. Easy to dispose of.

Target market:
Students, Employees, Travellers.
Wholesaler
Retailers

Price:
Small SKU (Stock Keeping Unit) at market price & Larger SKU lower than
competitors.

Ingredients:
Sugar, Dairy Whitener, Instant tea, Cardamom
Storage Instruction: Store in cool and dry place.
How to prepare:
1. Pour Danedar 3in1 Instant tea with elachi in cup of hot water
2. Mix it.
3. Sip
Why did the products failed?

o There was no product awareness among consumers

o Marketing material was not sufficient and poor
o Tapal had Product Quality Problems
o Was launched only on the basis of company name did not try to
establish a brand from scratch
o Advertisement was not attractive and didnt focus on segmented
market
o Pricing Strategy was not adopted
o Failed to highlight consumer benefits
o Positioning was not clear
o Scattered segmentation
o Taste was not good
o Trade Discount was less as compare to competitors
o There were problems with the packaging which caused the tea to go bad.
o The product is only available in four cities (Karachi, Lahore, Islamabad and
Rawalpindi).
 Marketing Environment

Competition

Direct Competition:
Popular Doodh Patti sold at Dhabas.
Indirect Competition:
Coffee, loose tea and other flavored teas, Doodh Patti.