THE LAUNCH PLAN OF TAPAL TEA MATE

Presentation
By:
Obaidullah Ali
Khan

EXECUTIVE SUMMARY

We are extending the brand Tapal into the tea whitener category by
launching tapal tea Mate for Pakistani consumers; ensuring ease of
availability in the market at an affordable price in an attractive
packaging (with a small SKU for trial purposes).
An integrated marketing communication strategy will be used to
create awareness, allocating budget for broadcast media 30%, Print
media 10%, Digital Media 8%, Out of Home 30%, BTL 12%, Sales
promotion 10%.
Metrics such as perception, performance and financial will be
utilized to keep a track on the progress.
The trade plan involves incentives in sales promotion, discounts,
schemes and special packaging. Incentives are provided to retail
also. After assessment of competitive environment we have sought
to maintain a point of differentiation.
The vision for next 3 years is intending to capitalize upon the
opportunities by innovation in variants (flavored tea whitener),
communication aggressiveness and distribution enhancement.

INTRODUCTION TO THE COMPANY

Tapal's remarkable success is the combined efforts of three dynamic

generations of the Tapal Family.
Established 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 teamarket.
A well trained 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.
"Never compromise on quality" has been the motto at Tapal since the
very beginning.
Making a modest beginning over half a century back, today Tapal has
become the largest, 100% Pakistani owned Tea Company in the
country.

MISSION STATEMENT
To satisfy our stakeholders and as a guiding principle to our business; be
benchmark for Quality, Creativity and Ethical values Achieve leadership in
all categories of our core business and diversify in areas which compliment
the core business.

KEY OBJECTIVES OF TAPAL

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.

PRODUCTS AT TAPAL
Tapal Danedar
Tapal Family Mixture
Mezban
Chenak
Tezdum
Gulbahar
Tapal Special
Shades

TEA WHITENER CATEGORY PROFILE

The year1992 saw the introduction of tea whitener in Pakistan.

Tea whitener, an area of innovation in the packaged milk sector is
currently the fastest growing category in Pakistan.
One of the greatest strengths of tea whitener is that it is a less
costly product compared to packaged milk because it contains
small quantities of milk or milk fat replacers.
According to research it takes only 30% milk to make a litre of tea
whitener.
The market for tea whitener in Pakistan accounting for a share of
29% in milk industry .
Tarang being the market leader in this category has achieved 65%
of market share followed by other competitors like
EveryDay lite (Nestl),
Chaika (Shakarganj)
Tea Max (Haleeb)

CATEGORY PROFILE: PROSPECTS

Traditionally, tea is one of the most consumed beverages in
Pakistani cuisine.
Given the increment in the level of disposable income of many
Pakistani consumers (while inflation remains on the rise), they have
become willing to try new products and to enrich their quality time
to freshen their minds with a cup of tea.
As a faster pace of life emerges due to urbanization; tea whitener
now offers tea lovers the convenience of a re-sealable pack that
can be neatly and hygienically stored in the refrigerator between
uses.

REASON TO EXPAND

A brand as an asset must grow to continue delivering profit to the

company.
Tapal is a strong brand in Pakistan and has a potential in its growth.
This creates an opportunity for Tapal to penetrate even more in this
segment.
As tea whitener is a specialized tea creamer that makes the perfect
cup of tea guaranteed to transport tea-lovers into a state of sheer
bliss any time of the day.
There is a rapid growth potential in this category because tea
whitener is a team-creamer that combines convenience with lasting
quality and real value for money.

COMPETITIVE ENVIRONMENT
ANALYSIS
There are many brands dominant in the markets that offer tea
whiteners to be used specifically for the purpose of tea.
We have major brands like

Tarang (Engro),

EveryDay lite (Nestl),

Chaika (Shakarganj) and

Tea Max (Haleeb).

but what sets them apart is the degree to which they have
differentiated themselves amongst the mind of their consumers.
However , Tapal offers the best quality of tea whitener (Tea-Mate) that
blends perfectly with tea, has competitive price since Tapal has a
strong brand identity and trusted name as well.

COMPETITORS OF TAPAL
TEA-MATE
TARANG TEA WHITENER

It has a60% share of the teawhitener

category.
It is available in the market at Rs 18/- .
It positioned itself as the perfect tea
whitener by creating a brand personality
that would appeal to its target market
i.e., fame.
It used famous actors from Pakistans
movie industry to create the appeal. It
carries with it the impressive brand
name of being Engros product.
Tarang strategy is to penetrate the
masses through differentiation via taste.

COMPETITORS OF TAPAL TEA-MATE

EVERYDAY LITE
EveryDay Lite is a specialized tea creamer
launched for the weight conscious.
Every day Lite is the perfect blend for tea,
they have been in the tea market the
longest and have built a sufficient share in
the hearts and minds of their consumers.
the product is currently available in two
SKUs: 400g priced at Rs 285, and 200g for
Rs 150 and is significantly more expensive
than regular EveryDay (500g is priced at
Rs 245).
Nestl EveryDay is the first tea creamer
brand in Pakistan to launch a low-fat
version of its product.

COMPETITORS OF TAPAL TEA-MATE

CHAIKA TEA WHITENER
Relatively New launched product for
Shakarganj that is priced at Rs 15/- .
This is a direct competitor for Tapal teamate as both of them are priced almost
the same.
Chaika targets the same SEC classes as
well as is associated with Shakarganjs
Good milk.

COMPETITORS OF TAPAL TEA-MATE

TEA MAX
Haleeb tea max living up to the Haleeb food
tradition of providing high quality and value added
products.
Haleeb tea max, a premium tea whitener that
promises you a richer taste, elevates your
coffee/tea
drinking
experience
and
adds
convenience to your fast-paced lifestyle.
It is available in the market at Rs.16/ Tea Max is special milk that provides rich taste in a
beverage.
It is also available in the unique and delicious
cardamom flavor, Tetra Pack brick Aseptic
packaging.

CONSUMPTION RATE IN
DIFFERENT CITIES
KARAC LAHO
HI
RE

ISLAMAB
AD

FAISALA
BAD

TARANG

EVERY DAY
LITE

CHAIKA TEA

TEA MAX

*1 BEING THE HIGHEST

4 BEING THE LOWEST

MAJOR AREAS CONTRIBUTING

TO THE SHARE OF THE TEA
WHITENER CATAGORY
CITIES

MARKET
SHARE

KARACHI

10%

LAHORE

27%

ISLAMABAD

8%

FAISALABAD

8%

COMPETITOR POSITIONING

POSITIONING OF EVERYDAY LITE

ROOT STRENGTH
Nestle oldest player in the market.
best quality fresh milk

COMPETITIVE ENVIRONMENT

Anything that gives color to the tea.

TARGET

those who wants their tea to be prepared easily and immediately

target segment for the brand is the urban health conscious consumer

INSIGHT

For those who are weight conscious and still loves to add teawhitener for memorable moments in life
it is a creamy Dairy Whitener which is specially made to add a rich,
smooth taste to your tea every time, every day.

BENEFITS

zero sugar and less than one percent fat

Helps in balances your sugar level

VALUES PERSONALITY AND BELIEFS

Made for each other

REASON TO BELIEVE

Add tasty magic in tea

pure fresh milk gives you that perfect rich taste
that only specialized milk can, so you can enjoy
the same delicious cup of tea each time!

POSITIONING OF TARANG
ROOT STRENGTH

Product of Engro Foods.

First one to launch Liquid Tea Whitener

COMPETITIVE ENVIRONMENT

For all those who want strong taste and color in

tea.

TARGET

Those people who want their milk to be white,

carefully processed and good for their health.

INSIGHT

Tarangs insight is to create differentiation via

taste.

BENEFITS

Best bio-available proteins.

VALUES PERSONALITY AND BELIEFS

Fame, and glamour world which will appeal the

target market

REASON TO BELIEVE

Only source of lactose.

Enriches Tea Color.

POSITIONING OF CHAIKA TEA

WHITENER
ROOT STRENGTH

Offers a perfect cup of tea

COMPETITIVE ENVIRONMENT

For all those who enjoys drinking beverage and have a CHASKA
of drinking it.

TARGET

Small towns and villages, for a perfect cup of tea

INSIGHT

By adding chaika, you can get a perfect blend of tea with taste
in every sip of it

BENEFITS

Tasty tea with every sip of it

VALUES PERSONALITY AND BELIEFS

A true mate of tea.

REASON TO BELIEVE

POSITIONING OF TEA MAX

ROOT STRENGTH
A thick liquid tea whitener
COMPETITIVE ENVIRONMENT
For all those who want to have a strong and rich
flavor cup of tea.
TARGET
People belonging to Punjab who are energetic and
fun loving
INSIGHT
Thick tea whitener makes a perfect combination
with a strong tea.
BENEFITS
Chaika enables you to have strong cup of tea.
VALUES PERSONALITY AND BELIEFS
Energetic, Fun loving and strong.

SURVEY

MARKET RESEARCH

A survey of 108 respondents were conducted in order

to analyze their behavior towards tea whiteners.
The objective of research is to gain consumer insight
regarding the launch of tea whitener.
Since Tapal Family Mixture has a strong presence in the
mind of consumers so research was conducted if Tapal
Tea launches Tea Whitener will it be successful or not.

DO YOU USE TEA WHITENER?

No; 27%

Yes; 73%

Out of 108 respondents 79 said they use Tea Whitener,

this means tea whitener is a growing business and being
consumed as an essential element for the formation of tea

YOU USE TEA WHITENER IN

Liquid ; 39%
Powdered; 61%

66 people out of 108 respondents are using tea

whitener in Liquid form which means Liquid tea
whitener satisfies all the need of people and it has all
the attributes which are desired by people.

WHICH TEA WHITENER IN LIQUID YOU USE?

Everyday
Chai Mix
Tea Max
Tarang

15
13
28
52

This Shows Tarang is the market leader and most

number of sales followed by Tea Max and Everyday

YOU USE TEA

WHITENER FOR?
Both; 15%

Flavor; 21%
Color; 64%

Majority of people around 64% people use tea

whitener for color as according to them tea
whitener enriches the color of tea

WHICH PACKAGING YOU BUY IN

LIQUID FORM?
500 ml; 30%

250 ml; 70%

Out of 108 respondents 76 people buy 250 ml

packaging of tea whitener and rest 32 buy
500 ml.

WHICH TEA YOU

USE? 32
31

27
12

Tapal Family mixture is the market leader in tea

category and 32 out of 108 are using Tapal Family
Mixture which is Tapal Family Mixture is very famous
among masses.

WILL YOU BUY TAPAL TEA

WHITENER?
No; 11%

Yes; 43%

May be; 46%

43% says that they will buy tapal Tea Whitener and
think thats tapal Tea Whitener will complement tapal
Tea In a much better way.
Where as 11% said that they will not buy Tapal Tea
Whitener.

SUGGEST NAME FOR TEA

WHITENER?
Tea Vite; 33%

Tea Mate; 56%

Milaap; 10%

57% of respondents thinks that tea mate is the

best name for Tapal Tea Whitener.

SURVEY RESULT

Mostly people consume liquid tea whitener than powdered one.

People use tea whitener for enriching color of tea and thinks without it
tea has no taste and color with normal milk.
In tea whitener Tarang by Engro foods is the market leader in both
format i.e. liquid and powdered format.
People are ready to buy Tapal tea whitener as they use Tapal family
mixture tea and thinks that Tapal tea whitener will form a perfect
combination with family mixture.

LAUNCH PLAN
LAUNCH OBJECTIVES

To gain 10% market share in first year and try to gain 30%
awareness.
To deliver more value to customers for money.
One way to enhance brand equity.
To sustain brand in mature markets.
Enhance profitability of the company.

PRODUCT

The Product is tea Whitener, tea whitener is a growing

segment in Pakistan and it cost less than normal one liter
milk because it contains only 30% of milk and rest
vegetable oil.
Tapal Will Launch Liquid Tea Whitener

PRODUCT COMPOSITION

Milk 40%
Vegetable Oil 42%
Milk Fat 8%
Sugar 6%
Stabilizers 4%

PRODUCT BENEFITS
Tapal Tea Whitener will contain more percentage of milk
protein that means it will be more healthy as compared to
competitors.
Similarly it will have 40% of pure dairy milk which is more
than competitors.
It will also enrich you tea flavor and will be a perfect
combination of tea and tea whitener.

BRAND VISION
To be the most widely used tea whitener for not only tea
but for coffee as well in 3 years

BRAND NAME
Tea Mate

Tapal tea whitener is in perfect synergy with tea and the

name trys to create a distinctive image that no tea is
complete without Tapal Tea Whitener.

SEGMENTATION
GEOGRAPHIC SEGMENTATION
Urban Cities of Pakistan
Targeting the same people as of Tapal family mixture.

DEMOGRAPHIC
People who belong to social class A and B.
For the complete household.

PSYCHOGRAPHIC
Tea Mate is for those people who value family and consider family is an
integral part of ones life and those who enjoy tea with family

BEHAVIORAL SEGMENTATION
High Quality and affordable prices and high availability are the benefits.
To Use tea whitener in place of normal Milk and Gawala Milk in making tea.

POSITIONING OF TEAMATE
ROOT STRENGTH
-

Symbol of home.
Packaging of Red color same as used by Tapal since its inception.
Portraying a family based culture.
Pride of Pakistan.

COMPETITIVE ENVIRONMENT
Any Liquid or powdered Milk that you add in tea for enriching
color and flavor.

TARGET
People who consider Tea whitener as an integral part in
formation of good tea.

POSITIONING OF TEAMATE

INSIGHT
A Tea whitener which is the right
combination for a strong and vitalizing cup
of tea with best quality
BENEFITS
- It will contain more portion of Pure Milk
i.e. 40% as compared to competitors
- Offers tea lovers the convenience of
packaged tea-whitener with hygiene.
- Tapal Tea Whitener will contain more
percentage of milk protein signals a
healthy tea-whitener.

POSITIONING OF TEA-MATE
VALUES PERSONALITY AND BELIEFS

Promotes family oriented culture.

Nurtured by 3 generations.
Happy.
Committed and Loyal

REASON TO BELIEVE

Rich taste that has been maintained since

decades.
Continuous delivery on quality aspects.

BRAND IDENTITY
TEA MATE BY TAPAL TEA
Tea mate will use brand identity of Tapal Tea and
Red color which is being used by Tapal since its
inception.

COMMUNICATION PLAN

360 DEGREE
COMMUNICATION PLAN
Celebrity
Endorseme
nt
Sanam
Jung

BTL
Activities

Broadcast
Broadcast
Media
Media
TVC
TVC
RADIO
RADIO

Print Media

Shelve
Spacing
Taste Testing
In store
Promotion

Out-of-Home
Advertising
Hoardings
Tradeshows
Transit
Advertising

Newspaper
Magazines

Digital Media
Social Media
Email
Marketing

COMMUNICATION
OBJECTIVES

COMMUNICATION THEME

A single minded message is always welcoming.

We will be using a single message and promote it through
integrated marketing strategy.
Communicate: Tea Mate- A Tea whitener which is the right
combination for a strong and vitalizing cup of tea.

BIG IDEA
To provide the right match for the perfect
refreshing cup of tea to revitalize oneself

TAGLINE TO BE PROMOTED
Tea Mate ke sath. Chai
lajawab.

COMMUNICATION BUDGET ALLOCATION

Sales Promotion; 10%

Broadcast
Media; 30%
BTL Activities;
12%

Print Media;
Out of Home Advertising;
30% 10%
Digital Media; 8%

BROADCAST MEDIA
TVC
We will use prime time slots in high TRP dramas like
Zindagi Gulzar Hai and Dil-e-Muztar (HumTv) etc
We will use big channels like Geo, Ary Digital,Hum
Sama , Express, Dawn, and Ary Zauq etc

RADIO
We will use clutter breaking vocals to catch our target
audience in peak hours morning, evening, and night
hours. FM 107,106.2 and 103

PRINT ADVERTISING

NEWSPAPER
Dawn, The News, Jang
MAGAZINE
In order to reach the mind of target audience we will
place the print ads in the magazines i.e (Zaika Pakwan,
Akhbar e jahan etc)

DIGITAL MEDIA
SOCIAL MEDIA
Use facebook, Twitter, google+, to create a word of
mouth.

SEO(Search Engine Optimization)

OUT OF HOME
ADVERTISING
HOARDING
We will place hoarding in targeted areas i.e( port grand,
Zamzama, Karsaz, 26th street, and etc)

MOBILE ADVERTISING
Painted Trucks & Rikshaws, Paan walay cabins and
Corner shops.

TRADESHOWS
We will organize and participate in the trade shows i.e
(Dawn lifestyle expo, inauguration of new malls,
Cinemas, etc)

COMMUNICATION PLAN TIMELINE

Quarter ATL Activities
BTL Activities
(QUARTER
WISE)
s
1st

In this phase we will only do

ATL Activities to create
awareness because its a new
product .
Heavy promotion through
TVC, Print ad and radio.

Sampling of Tea Mate in different parts of

the country focusing mainly in the rural
areas.
Trade promotions so that retailers are
willing to keep Tea Mate i at shelves

2nd

We will still focus ATL Activities

with addition of using PR.

Trade promotions would still be carried out

but major focus would be on ATL

3rd

We will reduce the frequency

of ads both in TVC and print ad
as well as time duration of
TVC.

In this phase our major focus will be on BTL

activities.

4th
Well start with out TV
sponsored program that will
run for a duration of 3 months
(1 episode each week).

Different festival/fairs will be organized

which will indulge our masses with events.
The concept revolves around providing the
consumers with an inspirational value
showcased through colors and vibrant
lifestyle.
58

BUDGET
EXPENSES

PRICE RS

Salaries, wages of BAs

Market Research

500,000

Primary research

200,000

Secondary research

400,000

Commissions to
Retailers, Dhabba walas

500,000

Billboards

450,000

Advertising (TVCs)

EXPENSES

PRIC
ES

Print Advertisements

500,000

Public relations

150,000

Events

5,000,000

Channels
Travelling & Transportation
Channel communications and
training
Channel promotions and
incentives
Total Marketing Budget

4,000,000
150,000
575,000
14,925,00
0

2,500,000
59

BRAND SCOPE PYRAMID

OUT OF
SCOPE
STRETCH

EXTENSION
CORE

TAPAL
JAM

TAPAL SUGAR

TEA MATE
TAPAL TEA

TRADE MARKETING
PLAN

TRADE MARKETING PLAN

Trade Marketing Plan will compromises of 30% of the total

budget. Although the product would be available at all leading
stores in Karachi , Lahore , Faislabad , Islamabad , Quetta ,
Multan and Peshawar .

Our main target would be specific big Super Markets and

Departmental stores and Retailers where consumers visit
frequently to buy daily groceries and breakfast items.

Tapal Will use its existing distributors to distribute its tea

whitener(Tea Mate), this will enable tapal to save a huge
amount cost as they dont have to appoint a new distributor for
Tea Mate.

We would Launch Tapal Tea Mate in three sizes comprising

of 125ml , 250ml and 500ml respectively

As 250ml pack contributes to 65% of total category sales

so we would specifically focus on 250 ml Tea Mate pack
for distribution.

RETAILERS
The small and medium sized retailers would be the main source
distribution to majority of the target market
70% of the sales of tea whitener comes from Big General Stores
and 15 % from local Kariana Stores (also includes some Pan
Shops)
To encourage retailers to sell Tea Mate they will be given
discount schemes by the company in which they will be given
6% off on each carton of 12 liters if they sell 25 carton in a
month, along with it retailers would be given new advertisement
boards on top of their shops sponsored by Tapal Tea MATE ,
shelves and racks would also be provided.

SUPER MARKETS /
DEPARTMENTAL STORES

We would also aim our distribution through Super Markets

and Big Retailers where Tapal Tea is already available and
company have good relations with them.
For this purpose our target would be IMTIAZ , Chase ,
EBCO , Utility Stores , Naheed , Hyper Star , Aghas , Motas
and different big convenient stores in shopping malls and
METRO in Karachi.
Hyperstar , Hyper Mart , Makro , Metro , Naturally
Wolesome and other big retailers in Lahore.
Similarly for different Urban Cities as well.

TRADE MARGINS
Following are prices of Tea Mate and the prices at which it
will be sold to distributors.
Stock
Keeping
Units

Distributor

Retailer
Price

Market
Selling
Price

500 Ml

35 Rs

37.5 Rs

40 Rs

250 Ml

18 Rs

20 Rs

22 Rs

125 Ml

11 Rs

12.5 Rs

14 Rs

METRICS
WHAT IS NOT MEASURED IS NOT MANAGED

PERFORMANCE METRICS

In order to assess the performance of brand-building

activities on over-all business results for Tapal Tea Mate, we
will be conducting periodic consumer research. The
research will collect the following details:
Purchase Decisions (i.e. customers actions with regards to
purchase of Tea Mate )
Customer Leads Generated
Customer Acquisition
Trial Purchase of Tea Mate- packaged with tapal tea packs
Repeat Purchase (intent and actual purchase)
Preference of product willingness to forgo purchase of
product if
product is unavailable.
Ability to charge a price premium

PERFORMANCE METRICS
Loyalty towards Tapal Tea Mate (i.e. behavior of
consumers over time rather than initial launch
stage)

Customer satisfaction with product

Retention of customer
Revenue per customer
Share of Wallet
Referrals

DISTRIBUTION & SALES TARGETS

DISTRIBUTION

INITIAL STAGE In all Kiryani stores and small local stores of

sub urban cities like:
Quetta, Sukkur, Hyderabad, Multan, Peshawar and selected urban cities like;
Karachi, Lahore, Islamabad, Faisalabad

LATER STAGE We will expand our distribution to super

markets/stores/malls and other urban and sub urban cities.

FIRST YEAR GOALS

Primary Sales: 150,000 Packs
Secondary Sales: 275,000 Packs
Target Brand Value: 100 million Rs.

70

BRAND DYNAMIC METRICS

STRONG SHARE
OF WALLET

BONDING
Tapal Tea Mate has created a
rational and emotional
attachment with its consumers
by associating having tea with a
moment to relax and enjoy that
cup
ADVANTAGE
It offers a completely different and better
experience then its competitors.

PERFORMANCE
Tapal Tea Mate delivers and fulfill consumers
need successfully. It delivers great rich blissful
Tea along with joyful experience
RELEVANCE
Tapal Tea Mate offers its customers a blissful experience
WEAK SHARE
OF WALLET
while having Tea. It is relevant to customers needs at right
price
PRESENCE
Tapal Tea Mate has a presence in the market.
People are well aware of Tapal Tea. There is a familiarity

71

PERCEPTION METRICS

Familiarity and Consideration (i.e. consumers

thoughts and feelings for Tea Mate)
Differentiation vis--vis the competitor
Credibility
Likability
Perceived Quality
Purchase Intent

TEA-MATES PLAN FOR THE NEXT 3 YEARS

Tea-mate will have 25% market share via 75% mind share
and reaching 80% category important outlets in terms of
distribution.

THANK YOU