RETAIL MANAGEMENT

- A Brand of

Group
Group Members:
1. Asad Khan (IM-071)
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2. Farhan Umar (IM-076)

QUOTATION

 If you are cold, tea will warm you; if you are too heated,
it will cool you; if you are depressed, it will cheer you; if
you are excited it will calm you. (William Ewart)

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Background
 Pakistan is a nation of tea drinkers. Despite a multitude of
options available in the beverages industry

 It is the second most consumed drink in Pakistan, both in

rural and urban areas

 According to an estimate, Pakistani tea-drinkers now

consume over $600 million worth of tea every year. There's
the regular chai (black tea mixed with milk), the doodh-
patti, the Kashmiri chai and the green tea/qahva; each one
with its own mood and suiting a unique occasion.
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TAPAL STORY
 Tapal’s story is as old as Pakistan. It started in a small dukan
(shop) in Jodia Bazaar, when Adam Ali Tapal began importing
Ceylon teas and developed a specialised product called
Family Mixture. This was a blend of leaf and dust tea and
was sold in brown thelis (paper bags).

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Introduction
 Tapal Tea is a Pakistani major tea brand based in Karachi, Pakistan. It was
founded by Adam Ali Tapal in 1947.

 Tapal attributes the exponential increase in Tapal’s sales to an “an unwavering

focus on quality and continued innovation” and this is what helped Tapal become
the largest-selling tea brand in Pakistan. Despite becoming the largest-selling
brand in Pakistan.

 Tapal exporting to over 20 countries, Tapal is not about to relax and enjoy being
the best in the business; in fact, he has his eyes set on breaking through into
new markets.

 Various Tea products launched by the TAPAL with unique attributes and features
to attract their consumers and increase market share. 5
TAPAL BRANDS PORTFOLIO

Ab Dil ki Suno Mukammal Chai, Har Piyali Himmat

Mukammal Ghar Wali U need U

THE HOUSE OF TAPAL

BRANDS

Piyar karun warunjee Kashmiri aur Sabz chai

Mezbani jo Raz chah(A tea for those who dono bnaey
love) 6
 TEA MARKET SUMMARY

Total Tea Market Present in

Pakistan:150,000 Tons TEA MARKET SHARE (TONS)
Organized Tea Market:80,000 Tons Un-Organized
Tea Market,
Un-Organized Tea Market: 70,000 Tons 70,000
Organized Tea Market

Un-Organized Tea Market

Organized Tea
Market, 80,000

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 MARKET SHARE

MARKET SHARE
Other Tea Manufacturer, 6%
Tettle, 6%

Unilever , 43%
Vital Tea, 4%

Tapal Tea, 41%

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 TARGET MARKET
 Tapal has different target market for its brands
 The target of Tapal Danedar brand is the Urban areas of the country
 Use in Offices and business class
 Tapal Danedar is basically the one to one competitor against Lipton Yellow
label

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MARKETING MIX(4 P’S)

Place Product

4P’s

Promotion Price

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 THE PRODUCT
 The Core
 Tea Beverage
 The Actual Product
 Packing & Labeling
 Branding: Red Color, aspect of refreshing hard pack and soft pack both
 Trade name: Tapal Danedar
 Brand Personality: Freshness, Healthy & Innovative
 Brand Equity: It provides a quality, consistent and innovative and accessible
tea reputation.

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 THE PRICE
 Pricing Strategy:
 Cost Oriented
 Less Price than competitor

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 DISTRIBUTION CHANNEL

 Manufacturer
 Distributor
 Retailor
 Consumer

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 LAUNCHING OF DANEDAR THEMATIC

 Thematic compaign was also launched with complete ATL(Above the Line) and
BTL(Below the Line) promotion support.
 The TVC was aired on
 GEO Entertainment
 GEO News
 HUM TV
 ARY Digital
 ATV
 Express News
 KTN
 APNA
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Product Life Cycle
 The introduction stage of Safeguard falls in the year 1995 when it was
introduced in Pakistan and its sale was very low.

 The growth of Safeguard started around 1998 and it has continued since then.

 Around the year 2003, the sales

growth of Safeguard was
approaching maturity but due
to product innovations,
attributes and good marketing
promotions and strategies, the
sales is still growing.
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1995 2003 2018
Product Innovations
 1963: Safeguard Deodorant & Antibacterial soap.

 1992: Safeguard introduces its first Liquid Antibacterial Soap.

 2004: Safeguard introduces its first body wash.

 2010: Safeguard introduces its first liquid hand soap.

 2011: Safeguard introduces its first hand sanitizer.

 2014: Safeguard introduces its new formula for protection, GermShield+,

which protects against more germs longer than any other antibacterial
soap.

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Corporate Social Responsibility
 Safeguard has been fulfilling its mission to promote

 In 2008, Safeguard joins a group of partners to introduce the first Global Handwashing
Day to help spread the message that clean hands can save lives. Today, people from more
than 100 countries come together to celebrate the event.

 After a major earthquake in Sichuan in 2008, Safeguard begins working with disaster relief
agencies around the world to provide soap and sanitation facilities to help families protect
themselves from disease.

 With a presence in 15 countries (including USA, Mexico, Ghana, Nigeria, Egypt, Kenya,
Russia, China, Pakistan and Philippines), Safeguard has educated more than 30 million
children about the importance of lifesaving handwashing and hygiene. Every year, we
continue to expand our mission to help more families in more countries reduce incidences
of preventable diseases such as diarrhea, influenza, and pneumonia.
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 AB

 Safeguard.

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