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MARKETING PLAN REPORT
M AMIR ANWAAR
Roll# 910
MBA 3RD SMESTER 2019-21
SUBMITTED BY: DR FAIQA KIRAN
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TABLE OF CONTENTS
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HISTORY OF TEA
INDRODUTION OF TAPAL TEA
VISION MISSION STATEMENT
OBJECTIVES
CORE VALUS OF TAPAL TEA
MARKETNG MIX
MARKET SHARES, GROWTH RATE OF TAPAL TEA
POSITIONING STRATEGY
TARGET MARKET SEGMENTATION
PSYCHOGRAPHIC DEMOGRAPHIC BEHAVIORAL
FINANCIAL REVIEW COMPANY PERFORMANCE
BCG MATRIX
PEST ANALYSIS
MARKETING RESEARCH/SURVEY
Positioning
COMMUNCATION PLAN
ADVERTISING BUDGETING:
TRADE MARKETING PLAN/EXISITING CHANNEL OF DISTRUATION PRODUCT
SWOT ANALYSIS
Competitors ANALYSIS:
Reason of Failure / WEAKNESS OF IMC TOOL
Alternative Solutions/ Reason of Selection
Conclusion:
Executive summary
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HISTORY OF TEA:
After water, tea is the most widely-consumed beverage in the world!
The discovery of tea has its origins in China in the third millennium BC,
making it about 5000 years old. Today tea is grown in Sri Lanka,
Indonesia, India, Bangladesh, Kenya and other places, making the tea
trade truly global
Tea is a truly international beverage that is savored by people
worldwide because it can relax as well as revive you – it’s a way to
enjoy family time, bond with friends or re-energize during a busy day.
Across Pakistan and now around the globe, more and more tea lovers
are choosing a heartwarming cup of Tapal tea! That is why tapal with
over 62 years of experience in the art of tea blending has created an
entire range of world-class brands that can be savored in the morning,
sipped at noon or relished at night. A team of 300 professionals ensure
that your favorite Tapal Tea meets and exceeds international standards.
No wonder this family concern is today a leading FMCG company
marketing some of Pakistan’s best-selling blends, with an ever-growing
fan base around the global.
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INDRODUTION OF TAPAL TEA
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 high consumer base, the competition
is also very intense. Brands such as Tapal, Lipton, Brooke Bond and
Supreme,
The journey of Tapal‘s remarkable success is the combined efforts of
three dynamic generations of the Tapal Family. In 1947, Tapal started
out as a family concern under the personal supervision of its founder,
Adam Ali Tapal. Against tough competition Adam Ali’s unique blend,
later named Family Mixture, became a hot favorite and eventually the
largest selling brand in the unorganized tea market. From this
auspicious beginning, Tapal moved from success to success introducing
tea brands to suit every taste and pocket, sold from its retail outlet in
Jodia Bazar, Karachi. The quality of Tapal teas soon became legendary
and people from all parts of Karachi started lining up at the outlet to
purchase tea. For their convenience, Tea distribution was initiated to
retail outlets around the city. The company continued to grow under
the management of the founder’s son, Faizullah a Tapal.
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Today Tapal Tea is managed by the founder‘s grandson, Aftab F. Tapal.
After studying abroad, Aftab Tapal returned to Pakistan to introduce
professional management and unique production ideas to the business.
A well trainee tea taster and tea connoisseur himself, Aftab Tapal
introduced new tea concepts and developed a wide range of tea blends
catering specifically to the tastes of people throughout Pakistan. His
progressive outlook resulted in giving further strength to the
foundation of quality laid by his family.
Making a modest beginning over half a century back, today Tapal has
becomethe largest, 100% Pakistani owned Tea Company in the country.
It has modern tea blending and packaging factories, warehouses
equipped with state-of-the-art equipment and a team of highly
dynamic professionals headed by Aftab tapal himself.
VISION STATEMENT
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. To be an innovative, marketing and research
oriented company.
MISSION STATEMENT
“To satisfy our stake holders as a guiding principle in our principle be a
benchmark for quality, creativity and ethical values.”
OBJECTIVES
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Satisfy our stakeholders and be a benchmark for Quality,
Creativity and Ethical values in our business.
Achieve leadership in all categories of our core business and
diversify in areas which complement the core business.
Provide products and services that meet customers’
requirements, expectations and agreements relating to all aspects
of Tapal Integrated Management System.
Prevention of injury and ill health by continuously identifying
hazards and reducing risks to people, facility and business.
Ensuring that the Tapal processes and products are environment
friendly and do not contribute to polluting the environments in
any manner.
Constantly define & update measurable Quality, Health, Safety,
Environment, Food Safety and Information Technology Service
Management improvement objectives for Tapal products,
services, processes and system.
Establish effective arrangements for communicating with all stake
holders throughout the food supply chain regarding all applicable
aspects of Tapal Integrated Management System.
Core values
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.
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CREATIVITY:
We encourage lateral thinking, and are receptive to fresh
concepts.
INNOVATION:
We promote the entrepreneurial spirit, and believe the key to
progress is in boldly embracing change and fearlessly introducing
