Tapal Tea Pvt. Limited: Report

COMSATS Institute of Information Technology, Sahiwal Campus Tapal afternoon afternoon afternoon afternoon afternoon tea leaf leaf thumb cartridge clip flicker leaftime leaf (Pvt) Limited ADVISOR MR. MUZHAR JAVED reader Submitted By MUHAMMAD AHSAN RAZA CIIT/FA08-MBA-012/SWL COMSATS Institute of Information Technology, Sahiwal 520-B Jail Road, Sahiwal, and Tel 040-9 two degree centigrade100, Fax 040-9200102 Ack to daylightledgement ? ? ? ? ? unfathom satisfactory thanks to ALLAH Almighty for crowing me such extraordinary abilities and making me countenance enough to take partitioning in such activities and on the hale consider and regards to Holy Prophet Hazrat Muhammad (PBUH) for giving me the faith paving me on the recl look at path with the essence of faith in GOD.I would the analogous to thank our Supervisor Mr. Muzhar Javed for his cooperation and help. He amply supported me throughout my work. I conduct my heartiest gratitude to him. His coopera tion make this project a lot a near(a) deal easier. I would overly resembling to express my heartiest gratitude to Mr. Muhammad Naeem Khan, Regional gross r howeverue Manager, Tapal teatime (Pvt) Ltd. Mr. Muhammad Kashif, Zonal Sales Manager, Tapal afternoon tea (Pvt) Ltd. Mr. Fakhar Ayub Raja, Territory Sales locationr, Tapal tea leaf (Pvt) Ltd. Bundle of thanks to my p atomic number 18nts, who were and argon re both(prenominal)y supportive and cooperative at ein truth time.Table of contents executive fillor Summary3 TAPAL TEA4 History of Tapal tea4 VISION5 Mission6 Business Operation9 confederacy worry9 organizational Chart of capital of Pakistan Region13 Corporate Information14 organise psychoanalysis15 Marketing Strategy24 grocery storeplaceing MIX28 agonistic Strategy32 Business play Analysis37 Learning as an Internee48 Duties49 Accomplishments51 New Knowledge Acquired54 Problem Encountered54 How Experience Impacts My C atomic number 18er54 CONCLUSION55 Glossary56 References57 Index58 Executive Summary From the dimmest of history when around 2727 B. C. few leaves of a wild shrub tea blew into the munif nut casent bowl of boiling water macrocosm sipped by the legendary Emperor Shah Nung, kn give birth as the Divine Husbander as surface as a patron of arts. Tapal teatime here brought tea from the royal bowl to the common mans cups as the most sought after drinking the coun hear over. Under the commission of the founders son, Faizullah A. Tapal, the comp either act to grow and bring out. soon it is being managed by the founders grandson, Aftab F. Tapal who has continued giving further strong suit to the de nevertheless(prenominal) whens of bore laid by his family. afterward studying abroad, Aftab F. Tapal re cut intoed to introduce professional vigilance and unique fruition ideas into the blood line. His progressive outlook resulted in the total mechanisation of the tea plants in Karachi. Their motto Never Compromise on theatrical role re master(prenominal)s the by word on the lips of every(prenominal) engaged in producing Tapal tea that has resulted in customers check despatch lealty and their unflinching addiction. The testimony of their timber has made them the showtime tea fol train-go in Pakistan to earn the ISO-90012000 flavor Certificates.Pi adepter of the Danedar category in Pakistan, Tapals Danedar re chief(prenominal)s a firm surmount-loved around the country with its grape-nutty appearance, abstruse prosperous color and a hard congenial try out. In fact its popularity is such that several(prenominal) multi home(a)s build launched their own versions, simply Tapal frame the original and ultimate Danedar beca phthisis of its unique color, spirit and perceptiveness. food color and a strong welcome orientation argon its most material attri exceptes. Tapal is proud to withstand been a part of Pakistans history since its inception. As a company they declargon gro wn and flourished together with the gravid nation.Founded by cristal Ali Tapal, the company rootage started commercializeing a number of cho cover shadings to Pakistani consumer merchandise through continuous innovation and look and development they watch 41% administer of Pakistani trade. They still ar growth and consent to be a attracter in a marketplace in coming historic period. TAPAL TEA History of Tapal afternoon tea The journey of Tapals remarkable success is the combined efforts of terce can-do 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 controversy Adam Alis unique blend, later named Family grade, became a hot favorite and in conclusion the largest selling cross out in the unorganized tea market. From this auspicious beginning, Tapal go from success to success introducing tea distinguishs to suit e legitimately taste and pocket, sell from its retail loss in Jodia Bazar, Karachi. The quality of Tapal tea soon became legendary and volume from all in all parts of Karachi started lining up at the outlet to get tea. For their convenience, teatime dispersal was initiated to retail outlets around the city.The company continued to grow under the management of the founders son, Faizullah A. Tapal. Today the founders grandson, Aftab F. Tapal, manages Tapal afternoon tea. After studying abroad, Aftab Tapal returned to Pakistan to introduce professional management and unique cropion ideas to the business. A sound trained tea taster and tea novcrank himself, Aftab Tapal introduced vernal tea concepts and developed a wide range of tea blends cater specifically to the tastes of battalion throughout Pakistan. His progressive outlook resulted in giving further strength to the foundation of quality laid by his family. make a modest beginning over half a hundred back, immediately Tapal has become the largest, 100% P akistani owned afternoon tea association in the country. It has modern tea shading and roll upaging factories, w atomic number 18ho utilisations equipped with progressive equipment and a team of richlyly dynamic professionals headed by Aftab Tapal himself. VISION TAPALS VISION TAPALs Environmental Vision is Sustainable humanness, a world in which human populations can continue to exist indefinitely with a senior high up standard of living and wellness To give rise, market & distri only ife its harvest-home in a instruction that does non cause harm to hoi polloi or damage to the Environment.We believe our activities should Respect the environment Generate sparing benefits Create positive influence in the society Create opportunities for dandy quality of livelihood Our Philosophy is To act locally, simply think globally Our employees are Provided with the communicateation & training prerequisite to enable them to perform their t take ins in a hygienic manner. Mission To satisfy our stakeholders and as a manoeuvre principle to our business be a benchmark for Quality, Creativity and honorable ranges Achieve leadership in all categories of our core business and diversify in celestial spheres which compliment the core business. DISCOVERY OF TEA In 2727 B. C Chinese Emperor Shen-Nung was boiling drinking water when a few leaves of a wild tea tree blew into the royal bowl. He dis hidinged that the leaves imparted a delightful flavor to his water, and so it became his favored drink. It is veri quasi(prenominal) that tea was first cultivated in mainland China, though it is possible that population in Thailand and Burma have used it for as long as the Chinese have. The China tea plant was taken to lacquer in closely AD 800, where it was regarded as a medicine for several hundred years, until leafy vegetable tea was developed to become a popular crapulence. tea leaf was introduced into England, as a gift from the British East India Compan y, in near AD 1660 and to rest to Europe soon at that placeafter. By the end of the 19th century, China still supplied the bulk of the worlds tea. In 1886 it exported 136 million kg, of which 77 million kg went to Britain, speckle India produced 40 million kg. But deep down a few years India moved ahead of China in world trade. Ceylon (Sri Lanka) emerged as a tea producer in 1867 and coffee (now part of Inthroughsia) in 1878.Today, customsal tea evolution countries of China India, Ind angiotensin converting enzymesia, Sri Lanka and Japan have been joined by more an different(prenominal)s in siemens the States (Argentina, Brazil, Peru, Ecuador) and Africa (Kenya, Uganda, Tanzania, Malawi, Rwanda, and Mozambique). teatime is frequently considered the oldest prepared beverage. Whatever its color (black, green, yellow or white, aiming on how it has been helped), tea can be produced from three main varieties camelia seinensis, camellia seinensis assamic and camellia seinensi s Cambodians.When the tea tree grows under natural conditions, it is c wiz-bearing and can reach 10 to 15 meters, but when it is cultivated in gardens (the name given to tea plantation worldwide), its height is artificially special to one meter in orderliness to facilitate the pickers. teatime trees are grown mainly in tropical and subtropical regions with humidity of 70% to 90%. Rainfalls essential be abundant and regularly distributed throughout the year, with a yearly average of 1,500 to 2,500 millimeters. PRODUCTION Leaves can be picked by moot or mechanically. Manual plectrum yields leaves of higher quality.Picking is generally done according to the maturity of the leaves (from the twitch to the bottom of the tree, as a rule) and three levels of quality can be distinguished Imperial option involves picking barely the terminal bud (Pekoe) and the first leave.? Fine picking involves picking the terminal bud and the first deuce leaves. Classical picking, the main tech nique used today, includes the terminal bud plus three to four leaves. Because of the results spoilable nature, final processing must occur as soon as possible after the leaves are picked, and special care is required during transfer and storage.The average yield per hectare from 1990 to 2003 was around 1. 2 metric oodles, with yields in track producing countries being 1. 4 tons per hectare in Sri Lanka and 2 tons per hectare in Kenya. Black tea is the only kind of tea that is subject to world(prenominal) quality regulations. It is classified according to two main methods, orthodox and devastating/tearing/curling (CTC). Within both categories tealeaves are classified into sub-categories, with the best quality re bring outed by the pekoe and the condition of the pekoe and the last-place by the dust of leaves.Business Operation Company Management Aftab Tapal CEO, Tapal Tea (Pvt) Ltd. He introduced professional management and unique harvestingion ideas to the business. existenc e one of the few professional tea tasters in the country, and a tea connoisseur himself, his progressive outlook has given further strength to the foundation of quality laid by his family, and has bought the Tapal company to newborner and higher levels of success. Evolving and innovating its way through its boney 60 years history, Tapal is presently the largest, 100% Pakistani owned Tea Company in the country.Its has set new standards for modern tea blending and swarmaging factories, warehouses equipped with state-of-the-art equipment and a team of extremely dynamic professionals headed by Aftab Tapal himself. He has established three harvest-tideion facilities in Pakistan, two in Karachi and one in Raiwind. In order to provide legitimate quality, which is his commitment to his consumers, he brought in his organization the discipline of ISO 9001/2000. With such cogitate objectives and honesty in business dealings Mr.Aftab Tapal has been able to successfully repugn against th e multinational companies and has captured more(prenominal) than 35% market carry on of the organized market sector of Pakistan and is one of the top 100 tax paying companies of Pakistan and one of the top 5 FMCG companies of Pakistan. Haroon Rashid GM Marketing, Tapal Tea (Pvt) Ltd. Mohammedi Miabhoy Chief Operating pointr, Tapal Tea (Pvt) Ltd. Ayyaz Ali Khan GM Sales, Tapal Tea (Pvt) Ltd. Mohsin M. Saify GM Tea & Blend, Tapal Tea (Pvt) Ltd. Muhammad Shabbir GM Supply Chain, Tapal Tea (Pvt) Ltd. Syed Zafar Ali GM Administration, Tapal Tea (Pvt) Ltd. Own AliGM Finance, Tapal Tea (Pvt) Ltd. Anjum Pervaiz GM Projects, Tapal Tea (Pvt) Ltd. Asghar Amin mountain pass of Information Services, Tapal Tea (Pvt) Ltd. Arshad Sohail Head of Production, care & Quality Juzer Yousuf Ali Employee Relations Manager Imran Ali Khan Manager HR, Tapal Tea (Pvt) Ltd. Organizational Chart of Islamabad Region Corporate Information Tapal Tea (Pvt) Ltd. Head Office patch 40, Sector 15, Korangi Industr ial Area, Karachi-74900, Pakistan. Phone 92-21 5063891 (4 outlines) 5050228 (4 Lines) Fax 92-21 5063890 Lahore Office 2ND Floor, Block-5, Awami Flats, 4-Usman Block, New Garden Town,Phone 042-5868738-5831593 Fax 042 5868738 City Office Tapal House Sayedna Tahir Saifuddin Road, Namakwada Pan Mandi, Karachi. Phone 021-2737202-4 Islamabad Regional Office Plot No. 212,213 Industrial Area I/9-2, Islamabad Phone 051-4431109-5831942 overdress Analysis The SWOT analysis can serve as an instructive filter to reduce the information to a manageable quantity of appoint issues. The SWOT analysis classifies the internal panoramas of the company as strengths or weaknesses and the orthogonal situational factors as opportunities or threats. Strengths can serve as a foundation for building a rivalrous advantage, and eaknesses may hinder it. By grounds these four aspects of its situation, a firm can get out leverage its strengths, mark its weaknesses, capitalize on golden opportunities, an d deter potentially devastating threats. The companys SWOT analysis of the tea market is as under ? Situation Analysis Internal Analysis external Analysis Strengths Weaknesses Opportunities Threats SWOT Analysis STRENGTHSThe strength of the company would be the innovation and the high quality harvest-times. Because of these the company is able to survive in the market and still earning a well behaved market divide comparing to its challengers. Integrated Quality Management Tapal has a peachy strength of interconnected quality management because ISO 9001 standard is currently being revised to ISO 9001 2008 Tapal has taken a strategic decision to capitalize this hazard of re tour QMS for the integration of early(a) management system, like ISO 90012008 (Quality Management System), ISO 1four hundred1 (Environment Management System), OHSAS 18001 occupational Health & Safety System), ISO 20000 (Information Security System) and ISO 22000 (Food Safety System). This integr ated system has been title as TIMS- Tapal Integrated Management System. Localizing Tea gulls Tapal tea Pvt Ltd is a fully Pakistani owned company and all the SKUs(Stock Keeping Units) of Tapal tea are the local well-off touchs because all the ingatheringion, packaging, adjudicateing is totally in Pakistan. besides its main dirt Tapal Danedar owns the e turn backy of discretion the variety show of the tea drinking grow of Pakistan.The Tapal Danedar is a local grunge so four contrary states were setup for its launching. These several(predicate) areas were a lounge, a dhabba, a cafe and a veranda to exemplify the sort and show the localization of Tapal Danedar at the time of its launching. Strong hereditary pattern Tapal has always been abreast with ever-ever-changing trends and have espouse to the consumer and the retailer needs. Being the second largest tea stigmatise in Pakistan, Tapal tea has always endeavored to cater to changing consumer needs.Due to strong h ereditary pattern and local brands Tapal tea took a decision in 2008 to bring tapal Danedar in to hard pack with the equal quality, weight and set this resolved a lot of stocking and display issues in any case helped retain the freshness of the tea for a longer time. The introduction of a hard pack is a tribute to the diversity of strong heritage of tea culture in the four corners of the Pakistan. The four corners mean the diversity of Pakistani people and the diversity in their heritage. Strong Supply Line Tapal has a statistical distribution profit diffuse crossways Pakistan, from Karachi to Khyber with over 400 distributors.From their warehouses which are in KARACHI, HYDRABAD, SUKHUR, MULTAN, RAIWIND, the product move to the distributors as only in north, they have 207 distribution channels. And from these distributors the product moves to the next, which is retailer and whence to the consumer. IBL (International Brands Ltd. ) distribution company, although charges high co mmission charges, offers efficient service in Karachi which it is made sure that product provide be widely distributed, retailers will non figure shortfall of products and the name IBL change magnitudes more value of the product. Similarly in Islamabad are the two istribution companies FRIENDS and ITTEHAD provide services for the distribution of Tapal tea which goodly and expeditiously apprehends the all areas of Islamabad. This is to a fault one of their strengths that they have a strong distribution channels. In the beginning the company sole aim was to capture the tea market of Karachi, as they were already in tea business here, only and then strategically build there network to other cities of Pakistan. number 1 de nonation trades Due to local brands Tapal tea get the 41% market administer all over the Pakistan and continuously its conducts is increase.Tapal tea has highly profitable gross revenue with minimum credits oddly in Islamabad. In Islamabad in month of Jul y the target of gross revenue of Tapal tea was 12 tons (12000 kg, Rs. 4. 8 millions) but Tapal made a record sale of 15 tons (15000 kg, Rs. 6 millions) in that month with the only credit of Rs. 8 lac. super Innovative Tapal tea is highly advance(a) because it not only makes the tea products but likewise introduce Tea as a well-fixed drink with name of ICE TEA first time in Pakistan. 14th of June 2007 was a historic day at Tapal Tea (Pvt) Ltd.Pakistans own and favorite hot tea beverage company took its first rate towards expansion with the introduction of its new product Tapal shabu Tea. The first consignment of Tapal starter Tea was ritually dispatched from the companys warehouse on Thursday the 14th of June 2007. We maintain Tapal tripe Tea gelidity Karo because Tapal trumpery Tea truly adds to the gambling of your chilling out style. It offers a lot more than refreshment. Brand activating The reason brand activation is emerging actually fast in the field of marketi ng is its control and grip over its consumer base.This field carnal knowledgely flexible in comparison to ATL where we can easily customize our marketing as needed. Be it the cypher consumer contact float activation, Event Management, creation Relation or branding, it all fits in easily. One of the key factors of Tapal success is that it has full trust in its activation schema and has always invested grand fall in this medium. Realizing the effectiveness of activation, Tapal has been exploring to the highest degree all the major exfoliation forms of activation. Event Marketing Event marketing is one of the most effective tools of brand activation Tapal has been coveting all the areas where event marketing can be done.Tapal tea has been sponsoring the Jashn-e-Baharan festival in Sahiwal for the last four years. Be it mixer programs are sponsorship events like Dawn lifestyles, Tapal has always been there to get its consumers to experience with its brands. WEAKNESSES The au thorities of Tapal mentioned no major weaknesses but its intense arguing as our analysis is one of their weaknesses as to stay alive against a monster as Unilever and the other one new entrant as Tetley. centralisation Management In Tapal it is experienced that there is centralization of decisions. Due to which might and variationctionality is disturbed.Tapal will have to change its highly concentrated culture, in order to be more flexible. Distribution System Tapal has got the services of IBL (International Brands Pvt. Ltd) in Karachi. charm ascribable to highly focus on locally segmented brands like Meezban, there is better supply system, which is not existed in rest of the country. Highly Dependent on TAPALs Equity Capital is essence for any organization. More the finance will be, higher we will be sure-footed on its bright future. As Tapal is private limited company, therefore it is relatively weak in corresponding to the emerging trends of the market. Relative Technologica l retardentAbove point can be set forth in this aspect that due to less equity it is backward in adopting new technologies. No Competitive Advantage There are limited options to attract the customers towards this commodity, because there is not clear rivalrous advantage aver competitors. Tapal can produce Black tea, blue jet tea, and glass tea etc. but further Tapal has to depend largely on mass advertisement. OPPORTUNITIES One of the greatest opportunities is that Tapal has its huge market, which is change magnitude as the population is change magnitude. Tea has become a staple product in Pakistan, which cannot be denied at 20 to 60 year of age.Per capita habit is almost 1kg according to a recent inquiry in Pakistan. The white plague of tea increases with the growth in population. At the moment, the population of the country is growing at a rate of 2. 9% annually, and the spending of tea at a rate of 6%. This means that presently there is a considerable opportunity fo r the growth of tea in Pakistan. The initial re-launch of Tapal Family medley is limited to Karachi only, however, other principle cities will be taken into report in the future. Especially in Punjab mixture blend can be introduced under the brand name of Family potpourri.Slowly, Family kind will penetrate the market in other cities and expand its future market assign. Traditional boozing Habits Tea has been a main drink of common Pakistanis and fortunately its use is increasing in common Pakistanis truly much. Facts and figures tell us that use of tea is increasing at double rate as compared to the increase in population such as the population of the country is growing at a rate of 2. 9% annually, and the consumption of tea at a rate of 6%. It is the bouffantgest opportunity for Tapal to grab the most part of the market. Expansion in other deglutition MarketsThere is very much monotony of brands in tea patience. More opportunities can be explored by apply innovative ideas . In recent years, Tapal has launched Ice Tea brand, which is the step forward to prevail in other sort of beverage market. ken in this regard is very much of crucial importance. seek and exploitation In order to make its tea brand unique is quit difficult for any organization. R department seems to be prominent among very less alternatives. This is vital to utilize these opportunities. Expansion in Other Areas of verdant Tapal is not existed in every part of the country.On the other side, tea market is spreading day by day. So Tapal has a self-aggrandising field to play. It can strengthen its standing in current markets as well as by exploring new markets. Growing Health sentiency Usually, it is considered in our society that tea is not good for wellness. While many research reports have published in divergent journals and magazines that tea is very helpful for continuous working. So Tapal should take a step to spread this fact. It can start its campaign with the collaborat ion of other players of the tea application. Exports Pakistan has very rich taste in drinking tea.It is one of those countries in which tea is widely drunk. If Tapal can get good position in Pakistan then it can satiate other parts of the world as well. Tapal should adjoin this gap by liberation for exports. THREATS One of the major threats that Tapal has its area of the market, which is not educated, and it is using the broad tea, which may not be good for their health as well. Tapal claims that it is not possible for them to create such a big cognizance for them but the Government should play his role so that these people should have some sensation of the imported bounteous tea.A soaked threat is the increasing number of branded and unbranded tea in the market with ample price difference. For that, established companies need to increase their advertisement and publicityal budget. There is a need to get a better ledge space and more retailer patronization for the companys brand. Strong Competition in Rural and Urban Market Tapal is facing stiff competition in the presence of Lipton. It is very difficult to compete in this market, because tea has not very much variety in its taste. To hold on the vivacious share as well as sack further by competing such environment is the major threat.Internationally IncreasingTea Prices Pakistan is not self sufficient in tea. It has to import tea from abroad. And running an industry of which base is on imported good is quit challenging. There is another(prenominal) aspect of this picture that Pakistan has put duty of 10 pc on tea imported from Kenya. Kenya tea is liked mostly due to its taste, while tea from Bangladesh and Srilanka is duty free, so maintaining taste might be going to cost very much. High Inflation within Country time out is all over the world. Pakistan is not out of the influence.Due to this down turn purchasing power of Pakistanis is going down side as well. In this scenario innovation and intro ducing new products might cost very high. Saturation of tropical Beverage Segment Lipton, Tetley, Vital and supreme are the some of the main competitors of Tapal tea. They are providing very stiff competition in forepart of Tapal. Similarly Islamabad tea and Peshawari Chai are among the local brands which are competing Tapal in unpolished areas. Political Conditions This is the threat which has been facing by all industries.Pakistans policy-making scene is quit unpredictable. Change of government and change of policies come together. It is not the better situation to file and implement long run policies. So it is very important threat to be considered for the exports to the other countries. Internal Factors Strengths Weaknesses Management Experienced, broad base of interests and self-aggrandising size may lead to opposed interests. knowledge. Product Line Differentiated, Variation in products. So much product lines but still not able to knock out bountiful tea. Marke ting Diverse and local awareness. May lose focus, may not be segmented enough. Personnel Very experienced, high knowledge. Possible conflicts due to so many people, possible fretfulness staying focused. Finance High sales revenue, high sale growth, large High expenses, may have trouble balancing capital base. cash-flows of such a large operation Research & Development Continuous efforts to research trends an Sometimes they conduct research but the reinforce creativity. advantage is taken over by small competitors. External Factors Opportunities Threats Consumer/Social Increase in the population. Illiterate people go for loose tea, which is substandard as well. Competitive Distinctive name, product and packaging in Intense competition can pay so they have to with regards to its markets. find eyes open. Technological Maintenance of proper website which subscribesCompetitors are global leaders so they have and provides information regarding long more technology as compared to Tapal. production line. Economic Consumer income is high for the Danedar class. Very elastic demand, almost unadulterated competition. Marketing Strategy marketplaceING OBJECTIVES The objectives of the marketing plan are strategically centered on 3 criteria To create a strong consumer awareness against unorganized tea product. To establish a wide brand acknowledgement through the capture of market shares in the multi segment. To become the top market leader in that busy segment within the strong research and development.TARGET MARKETING The target market is that they are defining for our brand Tapal Danedar is the A class and B+ class. The target of this brand is the urban area of the country and along with the use in offices and business class as well. Tapal Danedar is basically the one to one competitor against Lipton yellow articulate. The class and geographic location we can say is almost same for both the brands. MARKETING SEGMENTATION As a whole whe n we see the market of tea in Pakistan, although it is not all the way segmented but, Tapal did this thing very accurately that it segmented the market very accurately.Its 11 brands in the current clearly shows the potential of each brand in each segment learn by the company. They clearly look at the nature and extent of diversity of buyers needs and wants in a market. This thing offers a great opportunity for Tapal to focus its business capabilities on the requirement of one or more groups of buyers. The main objective of this segmentation is to examine differences in needs and wants and to nominate the segments within the product market of interest. MARKET SHARE PICTUREOur main focus is on organized tea market where different companies like UNILEVER and TAPAL are holding the main market share. Some other companies also present in the market but having very low share of the market. Unilever Pakistan limited has 43% market share. Tapal Tea private limited has 41% market share. Vital tea limited has 6% market share. Tetley has 4% market share The remaining 6% belongs to other market share in the organized market. Unorganized market also captures a good market share in the total tea market of Pakistan. 70000 tons out of 150000 consumption is of unorganized tea. 1% of total population of Pakistan are living in rural areas. Due to illiteracy and lack of awareness they are consuming unorganized tea, which is mainly affecting the organized tea market. Due to this they are jazzing a very big market share of the total tea market. Organized segment mainly depend on the imported tea. Mainly big players are importing tea from different countries like Kenya, UK, and Bangladesh. Last some years imported figures for Pakistan is described in the chart below. Unorganized tea is mainly smuggled from different neighbor countries of Pakistan.Thats why it has a large proportion in total consumption of tea in Pakistan, which is 70000 tons of total 150000 tons. MARKET TREN DS Trends are now changing. If we see the consumers of tea firstly they are using or you can say addicted of the generic tea, which is the black one, but now the trend is changing. Consumers now want something different in taste now, as the competition is getting higher. Consumer of tea wants some new flavors in tea because now their taste is changing as the time is changing so trend is changing in the market.And Tapal utilize this trend very accurately as their innovations show us everything. Tapal Meezban, Danedar, Safari, and specially round coat free tea bags and last but not the least Tapal ice tea shows that as the trend is changing in the market Tapal also using this trend in the form of new innovations. MICRO-ENVIRONMENT ANAYSIS SUPPLIERS All tea in Pakistan is imported. Pakistan mainly imports tea from Kenya and other African countries like Uganda, Burundian and Tanzania, while multinational companies in Pakistan also import tea from Sri Lanka, Indonesia and Bangladesh.Ta pals suppliers are major the importers of Tea from these countries. MARKETING INTERMEDIARIES Tapal has a countrywide sales & distribution network. The company has over 400 distributors operating nationally. CUSTOMERS Tapal considers complete Pakistani tea market to be its current and prospective customers. Therefore, it has brands that cater to almost all demographic, geographic and social-class wise segmented market of Pakistan. Its customers are all people living in both rural and urban areas of Pakistan who like having tea. Tapal has always targeted families as its potential consumers.With the view that the younger generation will be Tapals future customers, Tapal is restlessly supporting the fast growing music industry in Pakistan. It has sponsored the in the lead singers in Pakistan and actively participates in music concerts. UNIQUE SELLING PREPOSITION The main reason behind Tapals success is that it has localized its taste. It manufactures its product according to the tas te and requirements of the market it is catering. some other reason behind Tapals success in catching the paddy wagon of the consumers is that, it has always been close to them.This has been possible because of its strong Brand Activation Activities. These activities have added a new dimension to their marketing activities making them more attractive, arouse and interactive as possible. These activities not only reinforce Tapal as a national company but also assist all its other brands in having their desired impact wherever required. These activities are customized according the brand requirements to achieve maximum results. Not only this, these activities also provide the consumer with a 360-degree product experience, which not only helps in educating the consumer but also engages them to the brand.These activities cover Outdoor Billboards, Event Marketing, Road Shows i. e. floats, mobile kitchens etc, Rural Development Programs, periodic Bazaars, and Merchandizing of the prod ucts. MARKET GROWTH Industry is now on the maturity stage. Large players has established their brands in the market and beded huge profit margins. Now they are looking towards product differentiation and multi segmentation because consumers are now more taste conscious and looking for variety available to them in a tea market. MARKETING MIX PRODUCT The core Tea Beverage The actual product call foraging and labeling see figure in front Branding red color, aspect of refreshing, hard pack and soft pack both. Trade name Tapal Danedar, a TAPAL product Brand personality Freshness, heavy, Innovative, etc. Brand equity Tapal Danedar provides a quality, consistent, innovative and accessible tea reputation. Tapal has a variety of brands each catering to different market segments. After TAPALs unique Family Mixture became Karachis largest selling brand, the company was encouraged to innovate further. As a result an whole new category brand called Danedar was created and launched.Tapal Daneder became the countrys largest selling tea brand with a devoted following, which shows that Tapal has been successful in creating a strong Brand Image amongst its consumers. Tea is part of culture in this region and now Tapal has become an underlying part of this tradition with an unparalleled grace of its own. PRICE The pricing schema that they are following for Tapal is cost oriented as the price that tapal is pickings is comparatively low then its main competitor Yellow label tea. The price going for some products are 200 grams Tapal Danedar Hard Pack 80rs. 400 grams Tapal Danedar Family Pack 155rs.Prices for Lipton Yellow Label Tea are 200 grams Yellow Label 95rs. 500 grams Yellow Label 235rs. So its price we can say that varies according to cost and even in high quality, which they are claiming, their price is low as compared to Yellow Label Tea. Tapal people never wanted to compromise on quality so they adopted value based pricing. As Tapal specifically catering to di fferent segments of the market so its prices are based on its effective value to customers relative to other products. Also the prices are different for different SKUs channel OF DISTRIBUTION Manufacturer ? Distributor? Retailer ?Consumer The channel of distributions according to this brand Tapal Danedar is simply as shown by the diagram as manufacturer to distributors who go according to geographical dispersion and then to retailer to final consumer. Tapal has a great channel of distribution not only to this brand but also all other brands that vary geographically according to consumer needs. TAPAL has 5 main warehouses in Pakistan, which are located in the following cities. 1. KARACHI 2. HYDERABAD 3. SUKHUR 4. MULTAN 5. RAIWIND From these warehouses the product move to the distributors as only in north they have 207 distribution channels.And from these distributors the product moves to the next, which is retailer and then to the consumer. This is also one of their strengths that they have a strong distribution channels. In the beginning the company sole aim was to capture the tea market of Karachi, as they were already in tea business here, only and then strategically build there network to other cities of Pakistan. Now Tapal has a distribution network spread across Pakistan, from Karachi to Khyber with over 400 distributors. Extensive training programs are provided for the devoted sales personnel.The popularity of its fine brands is unabated, making it the No 1 national tea company in Pakistan. Tapal caters to its customers by providing Tapal Danedar and Family Mixtures to more than 140,000 outlets in Pakistan, which include superstores, department stores, general stores, medical stores, paan walas, grocery stores, merchants, etc. Grocery stores and merchants together provide 80% volume of the tea sales. promotional material OBJECTIVES To make the brand remind the consumer as much it could be Tapal is using both BTL and ATL for the purpose of promotion. Through BTL Tapal is pore on display racks, sign boards etc. ainly placed to different retailers for gravid promotion against their competitors. The specific term used by Tapal is the MODERN batch so that they have an eye contact of the product with the customer. In this they are using shelves to display their product in big stores like shell PRICE, BUY BEST, HARLORDS, and 7th EVENUE etc. Through ATL Tapal is focusing on direct and print media promotion by placing ads on T. V and placing newspapers ads as well. electronic MEDIA Initially, the company relied heavily upon print media but this trend is changing now because of the in customers life style.Right now, company is doing intensive advertising through networks. In their advertisement they hire the services of famed celebrities. TAPAL AND MUSIC With the view that the younger generation will be TAPALs future customers, TAPAL is actively supporting the fast developing music industry in Pakistan. It has sponsored the lea ding singers in Pakistan and actively participates in music concerts. sales PROMOTION STRATEGIES The Company is running different sales promotional schemes at different times of the year depending on the sales of the company.TAPALs brand is backed by planed strategy implementation and followed up with affective colloquy its advertising and promotion is touching all aspects of media and market opportunities. MARKETING look Tea blending and tasting is both an art and a light and Tapal prides itself on having mastered both the aspects. Tapal has adroitly judged the factory senses and keenness of the taste buds of their patrons, resulting in the creation of various well know brands. Aftab F. Tapal is a well trained and highly experienced tea taster of the country and is know as a qualified tea specialist worldwide.Tapals tea managers have been trained at home and abroad in this very rigorous and specialized discipline, and have frequently traveled to leading tea producing countries inquiring for better teas. Tapal is a research oriented company. It subscribes to and conducts various researches in the area of retail audits, consumer demeanour, media planning and product development. This research is used for continuous usefulness in product quality, brand positioning and communication according to the changing requirements of the consumers.Consistency and quality are the two keystones of Tapals production policy, and the Quality bid Department at Tapal ensures that flavor and freshness is never compromised. Thats why all the brands, whether Danedar, Tapal Special or Tapal Family Mixture, always taste exactly as expected, retaining aroma and freshness till the last sip. RESEARCH ON THE HARD mob According to the marketing manager service he conducted a research at different big cities of the country so that to analyze consumer behavior by this research many classes were taken over in 12 different sessions.By this research first they showed the ad of Tapal an d then ask around their thoughts and feelings related to the ad. The target market is housewives from different classes and on the grounding of this research tapal concluded that they have to launch a hard pack of Tapal Danedar. As its target market was not comfortable to use the soft pack due to the status problem. Now after the launching, Tapal claims that it is difficult to gather the market needs of hard pack due to high demand. Competitive Strategy COMPETITIVE SITUATION Unilever owns two of the most widely recognise product lines Lipton and Brooke Bond.The major competition facing Lever at present is from Tapal Danedar Tea, who is truly a market challenger. Lipton comprises of Yellow Label which is designed for velocity middle, upper discredit and upper middle class, which is a market leader in the industry, it comes in all the packages including hard packs, jars, and teabags. Lipton yellow label although the direct competitor of Brooke Bond Supreme comes in the family of Unilever so it is prone to its competing attacks. Lipton follows a massive promotion scheme to hold its share.Richbru is designed for middle and lower Upper classes and Pearl dust is designed for rural areas, mostly districts of Sindh where consumption of dust is extensive. They both are not stated as direct competitors of Supreme because they are targeting to different audience. Lipton has a market share of 43%. Brooke Bond comprises of Supreme and A1 karak Tea which is designed for lower classes, originally known as Kenya mixture and then A1 Kenya mixture. Brooke Bond has a market share of 9%. Tapal with the assortments like Danedar and Family mixture collectively has a market share of 41% overall and in Karachi it has 24%.Tapal is not only a direct competitor but can be stated as a only competitor because all the major market share holders belong to the family of Unilever except Tapal. Tapal also comes in various packages and consumes much of the shelf space in super markets and convenient stores. Tapal has the biggest advantage of its assortments as is served not only by mixture but also Danedar which is getting very popular day by day. Tapal has a good image in consumers mind and its price is also reasonably attractive. A estimable portion of the market is dominated by loose tea or unbranded tea.However, these brands are currently threatened by smuggled tea from Afghanistan which is available in the open market duty free. This has posed a lot of problems for genuine importers of tea who cannot compete with this tea because of its low price. This unbranded teas have the biggest market share of 40% because of its low price. COMPETITION LEVEL Direct competition of Tapal tea is with Lipton yellow label tea. Indirect competition of Tapal is with coffee, loose tea and other flavored teas. Generic competition includes all the generic products, which can fulfill consumers generic needs. PROMOTION ACTIVITIESTapal has a competitive strategy to make the promotion activities in all over the country, in urban areas as well as in rural areas. This is a great competitive advantage over the competitor Lipton which makes the promotion activities only in the urban areas. Tapal plan the following promotion activities Float Activity Tapal Danedar conducted a float bodily function recently in the rural areas of Pakistan. A Tapal Danedar branded float moved in different towns and the float was stationed in high traffic areas which generated the most crowds. The idea of this military action was to generate brand awareness and increase visibility.So it is the great competitive advantage over the competitor for increasing brand awareness and increasing visibility. Demo Activity It was carried out in the semi urban regions of Punjab and was aimed towards women, in forming them about the benefits of tapal Danedar. Tapal Danedar set up stalls with branded umbrellas and tables. Women passing by were invited to the stall where a female promoter spoke to them about the benefits of tapal Danedar and disadvantages of loose tea. All that time free tea samples were given to the people visiting the stall making the atmosphere cheerful festive.This is the competitive strategy of Tapal tea to promote and aware the customers about its products as well as its advantages. rat kiosk Activity A Tapal Danedar branded kiosk was placed at a no. of Kiryana and General stores where promoters would invite customers passing by and inform them about the various deals being offered by tapal Danedar due to this activity Tapal get the competitive advantage over the competitor this is the store competitor strategy by which customers get awareness about the tapal products and increase and due to this strategy tapal stare getting more market share against the competitors.Relationship with multinational Company For getting the competitive edge over the competitor specially in tea blending packing and technological innovation the management of tapal visited tim e to time different multinational tea companies, such as the management team of tapal recently visited the tea factory of TYPHOO based in Liverpool England. The team was treated to an extensive visit of the production facilities and spent the day with the TYPHOO management team where some extremely precious ideas and best practices process were exchanged between the two companies. ATL AND BTL ACTIVITIESBoth ATL and BTL activities do play a key roll in advertising and promotion of all SKUs of Tapal tea. Media releases played a great roll to give information about the newly launched Hard Pack, service or company out to a large amount of potential customers while BTL activities addressed specific as well as selected mass audience in a particular area which will sustain for long duration. Through ATL and BTL activities Tapal has a great competitive advantage over the competitor and through using this competitive strategy they make reasonable market share and continuously increasing in their share due to this strong competitive strategy.CONTINUOUS reading ABOUT MARKETS In order to survive in the market you must have continuous learning about the market. Tapal did it very efficiently as their innovation shows this. They have the ability and they utilize it beautifully. Their continuous learning makes them real competitors against an international recognize brands like supreme, Lipton etc. Tapal Chai Family Mixture is the pride of Tapal developed by the forefathers in 1947 and thus creating a new category of Mixture in the tea market.It is the blend that started the Tapal success story, and now other tea companies are following Tapals footsteps by entering the market with similar blends. Danedar Leaf Blend Pioneer of the Danedar category in Pakistan, Tapals Danedar remains a firm favorite around the country with its grape-nutty appearances, rich golden color and a strong refreshing taste. Tea is part of culture in this region and now Tapal has become an integral pa rt of this tradition with an unparalleled grace of its own. PIONEERS of SOFT PACKAGING Technology is also harness at Tapal to benefit the consumer.From the very beginning, Tapal realized the importance of importing innovative technologies such as the soft packing process. A fully instinctive facility was established where soft packs were produced for the first time in Pakistan. At this facility tea is blended and packed in hygienic conditions, unswayed by human hands whilst the soft packing technology commemorates tea fresh and packaging costs economical. The success of these soft packs has been such that other tea companies have also followed Tapals lead and launched some of their brands in soft packaging.And their other innovations are The first to introduce soft packs in the country. The first tea company to introduce metal-free tea bags. The first to develop an entirely new blend and category-Tapal Family Mixture (the mixture of leaf & dust). The first to compensate the h ighly successful brand Danedar Leaf Blend. The first to market Kenya teas in Pakistan. The first tea company to be awarded the ISO 9001/2000 Quality Certification As a step towards backward integration Tapal has begun tea plantation at Shinkiari in the northern region of Pakistan.This project aims at providing jobs, saving the countrys valuable foreign exchange and is a significant step towards self-sufficiency. Tapal is also the foremost national tea company to export tea to the UAE, Canada and USA. This is again a pioneering step towards increasing value-added exports and is also a fast developing ejaculate of foreign exchange for the country. Business Process Analysis A cargo TO QUALITY NEVER COMPROMISE ON QUALITY has been the motto at Tapal since the very beginning. This commitment to quality has resulted in a high level of customer satisfaction and unflinching brand loyalty.In December 1997, Tapal Tea became the first Pakistani Tea Company to earn the ISO-9001 certification, a emblem of the highest international quality standards. Again in December 2000, Tapal acquired the ISO9001 2000 certification, making it one of the first few companies in the world to achieve this milestone. In entree to the standard requirements, the ISO9001 2000 certification system includes requirements for environment improvement, concepts of TQM (continuous improvement) with major emphasis on consumer requirements and satisfaction.Quality Policy The management and the employees of Tapal Tea (Private) Limited is committed to take in products that meet the customers requirements & expectations. Fulfill the requirements and effectiveness of the quality management system through continuous improvements. Constantly review & update the pertinent quality objectives of products & processes in line with the Companys Statement of Commitment. figure individually & collectively as a team towards the improvements of processes, personnel, environment & honourable values. BrandsTh e reason behind Tapals success in catching the patrol wagon of the consumers is that, it has always been close to them. This has been possible because of its strong Brand Activation Activities. These activities have added a new dimension to their marketing activities making them more attractive, enkindle and interactive as possible. These activities not only reinforce Tapal as a national company but also assist all its other brands in having their desired impact wherever required. These activities are customized according the brand requirements to achieve maximum results.Not only this, these activities also provide the consumer with a 360-degree product experience, which not only helps in educating the consumer but also engages them to the brand. These activities cover Outdoor Billboards, Event Marketing, Road Shows (floats, mobile kitchens etc), Rural Development Programs, hebdomadal Bazaars, and Merchandizing of the products. Tapal Tea has total 11 brands which are as under 1. DANEDAR 2. FAMILY assortment 3. TEZDAM 4. GULBHAR 5. GREEN TEA 6. ICE TEA 7. INSTEA 8. TAPAL SPEACIAL 9. CHANAK DUST 10. MAIZBAN DUST 11. run TAPAL DANEDARSince 1947, Tapal Tea (Pvt) Ltd. has been the leading tea company in Pakistan. Since then, this prestigious skunk has expanded extensively and has introduced many successful tea brands complementing the different tastes of tea drinkers nationwide. At present, Tapal Danedar is the flagship brand of the company, standing as a true national brand. The history of Tapal Danedar is a success story in its own. In 1987, Tapal Tea launched a new category of tea in the market, called Danedar. This was a Dana blend from the high grown tea leaves of the highest tea gardens in the world.Each division of Danedar blend is carefully selected to provide a lovely looking leaf appearance that is neat, black, grainy and fairly even. Danedar blend is an excellent combination of tremendous taste and unambiguous flavor of worlds best high grown te as, which produces satisfying cup of tea for the consumers who like aromatic or flavor tea. The innovation was so successful that other multinational tea companies decided to enter the category and launch similar brands. Tapal Danedar has ever since maintain its top position in the category and is still the 3rd largest tea brand in Pakistan.As a result of Tapals unified philosophy, being the benchmark in creativity, many valued additions have been made to the brand over the years. The first was the introduction of Tapal Danedar teabags and later the innovative pass less Round Tea Bags were launched. The most important feature of this top quality Danedar brand is that the characteristics of a brewed cup remain intact even after a long time. Tapal Danedar has throughout been an extremely strong brand, creating loyal consumers across Pakistan. Simply, Danedar is a powerful brand and a great value product and there is no real substitute of it.Today, the Danedar family comprises of a dual SKUs (stock keeping units) including 3 trade mark soft pack variations, 3 enveloped pack sachets, a high utility jar, a pouch and the ground breaking convenient teabags. 100 g 200 g 400 g 1000 g JAR FAMILY MIXTURE Family Mixture is a blend of high grown Kenyan primary leaf and dust grades, which are carefully selected for their rich color, distinct flavor and a bright golden lively appearance.It is a pioneering brand which started its journey in 1947. Its a brand that brought about significant success, in fact, a breakthrough for the Company. Besides, it pioneered a unique mixture of leaf and dust tea in Pakistan. As a blend, it took no time to take off and found favor with taste buds from varying levels of market segments. The blend, perhaps, stays at the core of success. The strength of Tapal Family Mixture is not only due to Companys inherent interest in the brand but owes a great deal to the farsighted vision of its creators, with a deep understanding of the habits of mi llions of countrys tea drinkers.Tapal Family Mixture has been around and kicking for several decades now. In spite of long years of facing competition, which became tougher by the year, Tapal Family Mixture still holds its own. Backed by growing intelligent marketing, TFM today continues to command a leadership position in Pakistans tea industry or market. 100 g 200 g ? Kg GREEN TEA Keeping the changing tastes and expectations of our customers in mind Tapal introduced a range of greens Teas that is healthy and revitalizing in taste.Tapal Green Tea is blended to perfection using the finest tealeaves and specially selected flavors to give a refreshing experience of light taste and soothing aroma. Green Tea strange black tea undergoes minimal oxidation during processing and is made from leaves that are not fermented before being dried. Originating from China, today green tea is consumed all over the world for its medicinal values and great taste. It carries many health benefits as th e antioxidants present in it destroy free radicals that damage cells in the carcass and also controls the glucose level.Green tea lowers cholesterol and blood-insulin levels, which helps in eager of fat. Furthermore, it promotes good all-round health, as it has no side effects. Tapal Shades of Green is an aromatic combination of the finest and carefully selected tealeaves and the tantalizing freshness of natural Jasmine, Elaichi and lemon. Jasmine Introduced in the year 2000, Tapal Jasmine Green Tea with its vibrant essence and a distinct soothing effect breathes new life in to your senses. Jasmine Green Tea is a winning combination of alluring fragrance and health.Infused with Jasmine flowers, Jasmine Green Tea opens a new window to your mind. 90 g Elaichi Launched in 2005, Tapal Elaichi Green Tea was well received by green tea lovers nationwide for its revitalizing taste. The uplifting flavor of Elaichi tenderly takes your body to a whole new level of vitality. 45 g Lemon After link the Tapal Green Tea family in 2006, Tapal Lemon Green Tea with its rich taste regenerates your soul. It is your perfect soul mate to indulge in a rejuvenating experience of its succulent essence. 45 g TAPAL ICE TEAThe instauration of ice tea is generally believed to have occurred in America in 1904, although some evidence has been presented that it may have been drunk in the South well before that. Like many great inventions, ice tea was created completely by accident. It was a sweltering day during the Worlds Fair in St. Louis, Missouri, and Englishman Richard Blechyndens tea concession was not doing well. He could not entice anyone to try his steaming beverage. The sweltering heat drove all visitors past his wares. Until he struck upon a solution.Borrowing ice from a nearby ice cream stand, he created a beverage that would endure for the next hundred years which is now also available in Pakistan. Ice Tea came to notice of the Tapal management when it was found that it was already being sold at many leading stores throughout the major cities. Independent industry research shows that healthy beverages were increasing claiming a bigger share of the Pakistani market and were growing at a tremendous pace. Tapal started to respond to consumer demand and research by introducing these current flavors. 14th of June was a historic day at Tapal Tea (Pvt) Ltd.Pakistans own and favorite hot tea beverage company took its first step towards expansion with the introduction of its new product Tapal Ice Tea. The first consignment of Tapal Ice Tea was ceremoniously dispatched from the companys warehouse on Thursday the 14th of June 2007. consecrate at this momentous occasion were amongst other people the CEO of the company, Mr. Aftab Tapal, the murmur Mr. Muhammadi Miabhoy and the CMO Mr. Mahmood Nanji. The product along with support POS material was well received by the shop keepers of Karachi and displayed across the selected areas of the city.Tapal had been the l eading brand here in Pakistan for many years, and this new product which is for now available at leading stores in Karachi and is sure to stir up some more excitement among the Chai freaked Pakistanis which will make Tapal another step ahead of the leading brands in our country CHILL KARO PAKISTAN The super market culture has changed consumer purchase habits and the youth today has ample choices in front of them, even when compared to 5 years ago. Increasingly they are becoming a huge market on their own. Tapal wants to increasingly cater to this market and it is doing so with the launch of Tapal Ice Tea.Tapal is known for its hot cup of quality blend of teas, but with Tapal ice tea, it has literally set a new precedent in our markets. interpreted in an international context, Tapal Ice Tea is not a new product however it is a first of its kind in Pakistan. Who else but Tapal, the tea experts, could have served up so many ways to enjoy the convenience & benefits of tea? Tapal has bee n making tea for over 60 years and now weve added a new area into our portfolio said Aamir Habib, Brand Manager, and Tapal Ice Tea. We know our product is about more than refreshment though.Its about chilling out and sharing good times with family and friends. We believe that this product is one of the best ways to kick back and have fun this pass. Tapal Ice Tea offers Pakistani youth an attitudinal choice that comes in the kind of flavors that they will like. Tapal ice tea is made for todays generation that loves to enjoy their life at its fullest and chill out. Instant refreshment is yours anytime with our beverage. Thirst-quenching and delicious, our Ice Tea is thoroughgoing(a) and satisfying. With this now youll be able to enjoy the great refreshing taste of Ice Tea from Tapal the experts in tea.make from real tea, Tapal Ice Tea combines the goodness of Tea Antioxidants with no preservatives, no artificial colors and only 16% cultivated cabbage which is less than most regul ar soft drinks. TAPAL Lemon & spread and Peach Ice Tea are a refreshing addition to the popular TAPAL product line of traditional teas. The ice tea contains vitamin C that gives it a refreshing tangy taste. Without doubt Tapal Ice Tea is the best drink that adds to the fun of activities that youre engaging in. Whether its music, shopping, party, workout and games, you can be sure of a chilling time. Tea drinkers will really enjoy the new products, and the flavored ice tea will certainly appeal to active adults who seek refreshment and healthy benefits in their beverage selection, said Aamir Habib, Brand manager. The tea used to make Tapal Ice Tea has antioxidant properties which are associated with good health. The launch will be supported with a fully integrated marketing program that includes print, radio and out-of-home advertising, point-of-purchase displays, Web/interactive communications peculiarly the launch of Pakistans first branded portal www. hillkaro. com, public tra nsaction and consumer sampling programs. Tapal Ice Tea will be sold in supermarkets, convenience and other retail stores. What is Ice Tea? The simple recreation that tea drinkers have enjoyed with Tapal for more than 60 years gets a chilled & flavorous update this month with the new Tapal Ice Tea Lemon & Lime and Peach flavor varieties hit the shelves this month. Tapal Ice Tea is a scrumptiously refreshing drink made with tea, blended with water and fruit flavors. Ice tea is a form of cold tea often served in a glass over ice.It may or may not be sweetened. The most common flavors worldwide include lemon, peach and lime. around Peach Flavor Ice Tea For the delicious taste of summer in a glass any time of the year, mix up some Tapal Ice Tea Peach. Its the perfect blend of ache quenching, refreshing beverage and the sweet taste of peaches. Made from real tea blends, Tapal Ice Tea Peach combines the goodness of Tea antioxidants with no preservatives, no artificial colors and only 16% sugar which is much less than most regular soft drinks. About Lemon & Lime Flavored Ice TeaNothing beats a chilled, sweet, lemony glass of Tapal Ice Tea Lemon With just the right amount of ingredients our mix is going to quench your thirst with a refreshing burst of Lemon and Lime. Made from real tea blends, Tapal Ice Tea Lemon combines the goodness of Tea antioxidants with no preservatives, no artificial colors and only 16% sugar which is much less than most regular soft drinks. Opt For The Healthy Drink Ice Tea We say Tapal Ice Tea Chill Karo because Tapal Ice Tea truly adds to the fun of your chilling out style. It offers a lot more than refreshment Energizes youIts moderate caffeine content stimulates thrust consumption, giving your body a gentle physical boost that helps you keep going on your workouts, sports or any sort of physical activity energetically. 2. 1 mg of caffeine per kg body weight that equals 147 mg for 70 kg person ingested prior to prolonged exercise dela ys fatigue. This amount is available in approximately 3 Tapal Ice Tea cans. Sharpens your wits A combination of caffeine and theanine in tea gives you a relaxed but fully alert state of mind and at the same time helps you to focus. Hydrates youDrinking 8 glasses of water a day is a minimum requirement for a healthy, active lifestyle. Maintaining a healthy body fluid balance can become a challenge during summers, especially when you move outdoors. Your need to intake fluids becomes even more recurrent. In such a hot weather, refreshing Tapal Ice Tea breaks are necessary time after time to replenish the fluid that youve lost all day to the hot weather in a delicious way and theyre a much better alternative than carbonated drinks. Doesnt hurt your fitness Ta