Tapal Tea Marketing Report

Topics: Tea, Tea culture, Pu-erh tea Pages: 41 (12707 words) Published: June 14, 2010
This report was arguably one of the most painful yet thrilling experiences in this semester. There were times when we were thankful, times when we were frustrated, and times when we were filled with disbelief. And yet, then were times where we simply stopped caring … and then, that last ounce of perseverance paid off recharging us with passion and desire to endeavor beyond the ordinary limits of our 9 to 5 lives. It’s paid off we believe, and we have an above average report for you all to read. Thanks to Allah for giving us the skill as well as the will to survive with our heads held high throughout the last 4 months. To our parents and family who have supported us, our salutes! To Aleem Durrani (Tapal), Mehmood Nanji (Tapal) and those anonymous angels at Tapal who helped us get information about the industry. To Mr. Javaid Ahmed for giving us chance and polishing us manifold. Through the agony of bearing with your demands and expectations, we truly got to discover our limits. Making this report has immensely helped us in understanding the skills of marketing management. Thanks! And finally … thanks to those 15 thousand cups of tea we’ve all had in the last 4 months!!

Executive Summary
Tea is considered to be an essential consumption item in many countries of the world, including Pakistan. The history of tea drinking in the subcontinent can be traced far back. Over a period of time, the colonials improved the quality and taste of tea. At present there are two kinds of tea available in the market: branded and unbranded (loose) tea, the ratio is (54:46) respectively. Bulk importers sell tea to retailers in loose form, while the second category of bulk importers sell packaged tea under brand names. Branded VS Unbranded

Unbranded 46% Branded 54% Branded Unbranded

All tea in Pakistan is imported. Therefore, tea, a traditional hospitality item in Pakistan, consumes a large amount of foreign exchange. Pakistan mainly imports tea from Kenya and other African countries like Uganda, Burundi and Tanzania, while multinati onal companies in Pakistan also import tea from Sri Lanka, Indonesia and Bangladesh. The current tea imports are approximately 150,000 tons. There are unlimited quantities of smuggled tea flooding the market. The main problem at present is that smuggled t ea has now taken over the market, simply because of the high duty and taxes levied by the government on branded tea. Smuggled tea escapes all duties and levies, and therefore can be sold cheaply, as loose tea. Now efforts are being made to grow tea leaves locally.

History of Tea Origin of Tea – Legend Myths and Facts First Discovery According to Chinese mythology, in 2737 BC the Chinese Emperor, Shen Nung, scholar and herbalist, was sitting beneath a tree while his servant boiled drinking water. A leaf from the tree dropped into the water and Shen Nung decided to try the brew. The tree was a wild tea tree. There are many authentic and supposed references to tea in the centuries before Christ, according to the Chinese dictionary dated circa 350 AD. The Chinese t'u was often used to describe shrubs other than tea, hence the confusion when Confucius allegedly referred to tea or t'u when writing about the "sow thistle" plant in the Book of Odes. From the earliest times tea was renowned for its properties as a healthy, refreshing drink. By the third century AD many stories were being told and some written about tea and the benefits of tea drinking, but it was not until the Tang Dynasty (6818 - 906 BC) that tea became China's national drink and the word “cha” was used to describe tea. The modern term "tea" derives from early Chinese dialect words such as Tchai, Cha and Tay - used both to describe the beverage and the leaf. Known as Camellia sinensis, tea is an evergreen plant of the Camellia family. It has smooth, shiny pointed leaves which look similar to the privet hedge leaf found in British gardens.

The Tea Plant
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