Retail Assignment: Principle of Marketing

PRINCIPLE OF MARKETING
RETAIL ASSIGNMENT
TAPAL TEA
Submitted By:
Sunain Rizwan – AF201018
Sunesh Kumar – AF201003
CONTENT
01 INTRODUCTION
RETAIL ENVIRONMENT, AMBIANCE AND

02 STORE LAYOUT
MERCHANDISING CONTENT AT POP

03
MOST RUNNING BRAND
04
POSITION OF BRAND
05
NEW ENTRANTS AND THEIR
06 PERFORMANCE
07 NEW CAMPAIGN BY THE BRAND
TRADE DISCOUNTS AND ALLOWANCES

08
LEVEL OF DISTRIBUTION
09
PRICE ANALYSIS
10
IMC: ATL AND BTL
11
BRAND ACTIVATION ACTIVITY
12 AND BRAND AMBASSADOR
INTRODUCTION

Tapal Tea is a Pakistani tea company which is based in Karachi, Pakistan.
Tapal is the market leader of branded tea in Pakistan. The main
competitors of Tapal are Unilever’s Lipton and Eastern Tea Company’s
Vital
RETAIL ENVIRONMENT, AMBIANCE AND
STORE LAYOUT
GENERAL STORE – Ghaffar store LMT – Imtiaz supermarket IMT – Carrefour
Every product is placed in the same It is facilitated with every small to big, It was much similar to LMT.
rack according to owner’s requirement, cheap to expensive with all utilities at Every product was placed in
whether it’s the category of Tea or other a single place. accordance with their specific area.
FMCG’S. There are different sections and racks Product placement was well
Environment of the general stores don’t for different product category. maintained.
seem to be much well-mannered and a The products are placed well-
bit messy as all the majority FMCG’s Attractiveness of products position is
mannered and accordingly so that the at some other level with staff
are placed under one small shop. customers can have easy access on hanging around for guidance.
This supports small areas with local their requirements.
customers where goods are bought
The lights and the way of display was
conveniently.
attractive.
Merchandising Content at POP:
There wasn’t any product related to the brand category at POP in any of the Retail outlet.

Most running brand in the chosen category:

According to the General store owner, the most running brand is Tapal Family Mixture. According to Local Modern
Traders, the most running brands were Tapal Danedar and Tapal Family Mixture. According to our assumption, the most
running brand in the category of tea at IMT was Lipton Yellow Label
New entrants and their Performance:

There isn’t any new entrant recently, but Rozy Tea can be considered as new entrant as it is not a well know brand. Their
tea claimed to be the refreshing burst for the tea addictive peoples.
Position of your brand New campaign by brand
Tapal has positioned itself It was the campaign where

as a quality brand. Its Tapal steps forward to help
advertisement towards Pakistan fight the coronavirus
traditions and family by donating hundreds and
values, togetherness, bond thousands of their most
and unity with celebrated tea packs in the
differentiating based on ration bags for daily wagers
quality mixture offerings
distributed by the NGO’s.
and their deep roots linked
with tea and teatime Tapal has taken this initiative
to be known as the socially
responsible brand.
Trade Discounts and Allowances:
There are exclusive discounts, when going for bulk quantities. Imtiaz supermarket and
carrefour buy in bulk quantities, therefore they get handsome discount. And selling
products in low rates as compared to general trade.
LEVEL OF DISTRIBUTION:
Tapal in General Stores is distributed by the third-party
distributor and sometimes they go for a bulk purchase in
wholesale markets.
Tapal is directly supplied from the factory to IMT and LMT.
PRICE ANALYSIS:
There is bit difference in prices of Tapal Danedar, Tapal Family Mixture and Lipton yellow label.
Prices for Lipton Yellow Label are higher than Tapal Danedar and Family Mixture.
As compared to General Stores and IMT, the prices of LMT are relatively low for most of the
product category of Tapal, and some products are cheaper in IMT. Further details are showed
below.

IMC: ATL AND BTL
Tapal is using both ATL and BTL to promote their brand.
In BTL Tapal is working display racks and through
different boards placed in different locations. In ATL,
Tapal directs on broadcast and printed media, and ads on
newspapers and tv with well-known celebrities for
effective and attractive promotion. There is not any in
store advertising found nor any banner which promoting
Tapal products.
BRAND ACTIVATION ACTIVITY
At LMT, Tapal Danedar used to provide free live testing of their Tea
on the stalls inside the store, but for now due to Covid this type of
activity is not seen anywhere.
In-store staff are hired by the company in LMT and IMT to promote
their brand while you being there selecting you favorite one.

BRAND AMBASSADOR:
Tapal Danedar
Fawad Khan
Lipton Yellow Label

Hamza Ali Abbasi
THANK YOU !

Retail Assignment: Principle of Marketing

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PRINCIPLE OF MARKETING

RETAIL ENVIRONMENT, AMBIANCE AND

MERCHANDISING CONTENT AT POP

TRADE DISCOUNTS AND ALLOWANCES

GENERAL STORE – Ghaffar store LMT – Imtiaz supermarket IMT – Carrefour

Most running brand in the chosen category:

New entrants and their Performance:

Tapal has positioned itself It was the campaign where

Lipton Yellow Label

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