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 History of Tea
ë Genetic studies of tea plants the geographic origins of species is believed
to be located around northeast India, north Burma, southwest China and
Tibet.

ë Mass cultivation and trade of tea was begun by the Chinese. Through
Buddhism the beverage was spread to Korea and Japan.

ë Tea is the most popular drink in the world in terms of consumption.

ë Tea consumption equals all other manufactured drinks in the world Ͷ

including coffee, chocolate, soft drinks, and alcohol put together.

ë India is the world's largest tea-drinking nation although the per capita
consumption of tea remains a modest 750 grams per person every year.
 |ipton

ë |ipton Yellow |abel has been sold since 1890, which to this day typifies the
|ipton Yellow |abel brand.

ë |ipton with a blend of best teas from various tea gardens around the
world brings vitality, quality and natural goodness into our life.

ë |ipton Yellow |abel, the brand continues to lead the tea based beverage
market.
 |ipton

ë The riddles consumer activation and aggressive sampling of tea bags were
growth drivers.

ë It is sold in 150 countries worldwide, meaning that up to 30 teas from

many different origins are blended together to create a consistent quality
and taste.

ë In 2008 |ipton Yellow |abel became the first tea globally to bear the
„


 

   on pack
 acts about |ipton Tea
ë 1649 cups of |ipton Tea are enjoyed every second
ë 8245 cups of |ipton Tea are enjoyed every time you blink
ë 1252 cups of |ipton Tea are drunk every time your heart beats
ë 52 billion cups of |ipton Tea are drunk each year
ë 45.75 billion Tea Bags are produced by |ipton Tea each year
 Top Tea Producing Countries
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 Tea in Pakistan Culture.

ë In Pakistan, almost every 10th person is a tea addict

ë Pakistan is 3rd largest Importer of tea
ë According to the AO, in 2009 the largest importer of tea, by weight, was
the Russian ederation, followed by the United Kingdom, Pakistan, and
the United States
ë Pakistan has a 170 million kg tea market.
ë Pakistan consumes 155 million Kg per year
ë Annual tea import bill is more than US 200 Million
 |ife Cycle
ë Tea industry itself is in its ͞Maturity Phase͟.

ë Various brands at different stages of life cycle

ë |ipton is at most mature stage, followed by Tapal

ë Supreme is at growth stage

ë Tetley is at introduction stage

 |ife Cycle Matrix

   
  
  


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ë ashionable young office workers.

ë Successfully established an international brand image of fashion,

urbanization, and easy life by marketing in high-end consumer places.

ë Medias of film, TV, fashion magazine, web novel, etc. attracted number of
young white collars.
 j  j   
Of all age group people belonging to:

ë Middle Class

ë Upper middle Class

ë Upper Class.
 

ë The product |ipton Yellow |abel has a brand image in the mind of
consumer͛s i.e. handpicked close to the bud for best quality tea and finest
taste.

ë Believes in dedicating themselves to achieving an outstanding quality in all

of its product line
 

ë Provides optimum quality, adopted value based pricing.
  

ë Has a distribution network spread across Pakistan.

ë |ipton has it͛s headquarter in Karachi and 650 distribution offices all over
Pakistan.
 

ë Promotes directly at consumer level by adopting different promotional
techniques i.e.

M Electronic Media:
M Advertisement:
M Television:
M Magazines:
M Internet:
M Co-Branding:
 Major Players:

|ipton

Brook
Dilmah
Bond

Supreme Alkozay

Tapal Tetley
 Distribution
ë Distribution network spread across Pakistan.

ë More than 150,000 outlets in Pakistan including

V Super stores
V General stores
V Grocery stores
V Discount stores
V Departmental stores

ë 650 distribution offices with Head quarter in Karachi

 Distribution

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 Competitive Rivalry
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ë Started in 1947 by Tapal amily.

ë |argest Pakistani owned Tea Company
ë Innovation
ë ISO Certification
 EE Matrix
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Growing Population 0.10 3 0.3
Un-tapped Market 0.15 3 0.45
Growing Health Conscious Users 0.10 2 0.2
Product Diversification ʹ Variants 0.05 2 0.1
Co-Branding 0.05 1 0.05
Research, Development & Innovation 0.05 3 0.15
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Unbranded Tea 0.10 3 0.3
Tea Smuggling 0.10 2 0.2
|ocal & International Brands 0.10 3 0.3
Price Hike in International Markets 0.10 1 0.1
High Tariff & Taxes 0.05 2 0.1
Economic & Political Instability in Pakistan 0.05 1 0.05
1 2.3
 ACTS & IGURES

ë 3rd |argest Tea Importer in the World

ë Consumption : 170 Million Kg

ë Each Pakistani Consumes 1 Kg Tea Approx.

ë Annual Tea Import Bill: $230 - $260 Million

a
 
 


 
 
  
 
 TEA IMPORT TREND
±
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 i*

1990-2000 10,895

2000-2001 12,030

2001-2002 9611

2002-2003 10,095

2003-2004 11,078

2004-2005 13,202

2005-2006 13,336

2006-2007 12,965

2007-2008 12,653
a
  
   
  
 
 
 BRANDED VS UNBRANDED

   

Unbranded 46%
Branded 54% Branded Tea
Unbranded Tea
 RETAI| SA|ES O TEA BY SUBSECTOR
„    ! " #
i



Black Tea 14,382.2 17,007.9 19,922.7 23,093.7 26,533.0 40,684.0

Green Tea 2,593.1 3,074.1 3,616.1 4,209.3 4,852.4 6,764.3

Herbal /
ruit Tea 832.9 944.7 1,061.4 1,177.8 1,282.0 1,640.4

Tea 17,808.3 21,026.7 24,600.1 28,480.8 32,667.4 49,088.8

a
 

  

 
 
 

 
   

     

 

 AST HEA|TH ACT

Tea as it's packed with fluoride, helps to protect your teeth against decay. In
fact, studies have shown that it can provide up to 70% of the fluoride you need

The Dehydrating actor - 250mg of caffeine

Tea without milk and sugar has no calories.

In hot weather, tea refreshes you by raising your body temperature and
momentarily causing perspiration, which cools the skin.
 THE SMUGG|ING DI|EMA

|oss of 152 Million Rupees Annually

40 Million Kg of Tea is Smuggled through Afghanistan

|egal importers pay high taxes

a
 
   


 |EGA| IMPORT TARIS

Sales Income Customs

Tax Tax Duty
15 % 6% 10%