Our Second assignment regarding our chosen brand, Tapal Danedar was a majorly joint effort on the part of all the group members. Initially, Maham had the contact at Tapal and so we had chosen this brand. We had interviewed the Assistant Brand Manager for our first assignment and we also asked her questions regarding this assignment. We had two group meetings in which we discussed what each group member has to do and allocated 2 questions to be answered by each group member (8 questions between 4 members). We conducted research online collectively again and utilized some previously found statistics too. Areej typed the out the interview notes which helped all group members in answering the allocated parts of the assignment along with this statement of contribution. Maham made the cover page, table of contents, and formatted the entire report when it was complete. Ahsan and Ali proofread everything and got our assignment binded.
TABLE OF CONTENTS
BRAND LIFE CYCLE STAGE6
MARKET SEGMENTATION OF THE BRAND8
TYPE OF PRODUCT9
FACTORS CONSIDERED WHILE PRICING AND PRICING STRATEGY10
DESIGNING THE CHANNEL12
MEETING THE CHALLENGES IN FACING CHANNEL MEMBERS14
Tapal Danedar and Family mixture are the largest selling tea brands of Pakistan. The brand was born from its inherent granular ingredient. Currently, the brand name has become generic and was even used later by Lipton, after which Tapal launched its own campaign called Asli Tapal Danedar. In this way, the brand now represents a different product category.
Danedar’s features add value to its product because the blend consists of well made premium quality Kenyan BP1s (granules). Each component of Danedar blend is carefully selected to provide a lovely looking leaf appearance that is neat, black and grainy. Tapal well understands the taste of the tea drinkers in the country and the reason for the success is that they have localized the taste according to consumer needs wants and preferences. Danedar brand is known for its distinct taste and aroma and since there is no real substitute for it, it remains the most popular brand of the country and also of Tapal’s product mix.
As far as product style and design is concerned, Tapal Danedar is known to be the leader in innovation and has taken the lead in a number of areas in the tea industry. It was not only the first brand of its kind but was also the first one to introduce soft packaging in the country. Interestingly enough, this soft packaging was changed in July 2008 into hard packaging to offer a unique experience to consumers and a new dimension to the tea market and also the brand. The style of packaging changed to accommodate Punjab, where people prefer to display hard packs for aesthetic appeal. Tapal Danedar’s style and design is also something all Pakistanis can relate to. “Laal hai toh Tapal hai” is their motto which explains that red is the color which translates our happiness, joys, relations and emotions. It stands out as the color of Pakistani folklore and customs, weddings, festivity and sentiments. Tapal did extensive marketing research and then came out with this vibrant red eye-catching design. Even through its advertisements it explicitly illustrates how the color red is symbolizes togetherness of the nation. From this we can easily conclude how Danedar’s values, features, design and style is compatible to its customers and their lifestyle.
Quality is of utmost importance, because at its facility, tea is blended and packed in hygienic conditions, untouched by human hands whilst the soft packing technology keeps tea fresh and packaging costs economical. Its success could be gauged by the fact that after Tapal many other tea companies also started using soft packaging. Tapal Danedar’s assistant brand manager while...