Tapal Tea Pvt. Limited: Report

Topics: Tea, Brand, Marketing Pages: 47 (12617 words) Published: May 8, 2010
COMSATS Institute of Information Technology,
Sahiwal Campus

Tapal Tea (Pvt) Limited



Submitted By:


COMSATS Institute of Information Technology, Sahiwal 520-B Jail Road, Sahiwal, and Tel: 040-9200100, Fax: 040-9200102

Countless thanks to ALLAH Almighty for giving me such extraordinary abilities and making me privileged enough to take part in such activities and all respects and regards to Holy Prophet Hazrat Muhammad (PBUH) for giving me the faith paving me on the right path with the essence of faith in GOD. I would like to thank our Supervisor Mr. Muzhar Javed for his cooperation and help. He fully supported me throughout my work. I express my heartiest gratitude to him. His cooperation made this project a lot much easier. I would also like to express my heartiest gratitude to:

Mr. Muhammad Naeem Khan, Regional Sales Manager, Tapal Tea (Pvt) Ltd. Mr. Muhammad Kashif, Zonal Sales Manager, Tapal Tea (Pvt) Ltd. Mr. Fakhar Ayub Raja, Territory Sales Officer, Tapal Tea (Pvt) Ltd. Bundle of thanks to my parents, who were and are very supportive and cooperative at every time.

Table of Contents

Executive Summary3


History of Tapal Tea4


Business Operation9

Company Management9
Organizational Chart of Islamabad Region13
Corporate Information14
SWOT Analysis15
Marketing Strategy24
Competitive Strategy32
Business Process Analysis37

Learning as an Internee48

New Knowledge Acquired54
Problem Encountered54
How Experience Impacts My Career54





Executive Summary

From the dimmest of history when around 2727 B.C. a few leaves of a wild shrub tea blew into the royal bowl of boiling water being sipped by the legendary Emperor Shah Nung, known as the Divine Husbander as well as a patron of arts. Tapal Tea here brought tea from the royal bowl to the common man's cups as the most sought after beverage the country over. Under the management of the founder's son, Faizullah A. Tapal, the company continued to grow and innovate. Currently it is being managed by the founder's grandson, Aftab F.Tapal who has continued giving further strength to the foundations of quality laid by his family. After studying abroad, Aftab F.Tapal returned to introduce professional management and unique production ideas into the business. His progressive outlook resulted in the total automation of the tea plants in Karachi. Their motto "Never Compromise on Quality" remains the by word on the lips of all engaged in producing Tapal Tea that has resulted in customer's brand loyalty and their unflinching addiction. The testimony of their quality has made them the first tea company in Pakistan to earn the ISO-9001:2000 Quality Certificates. Pioneer of the Danedar category in Pakistan, Tapal's Danedar remains a firm favorite around the country with its grape-nutty appearance, rich golden color and a strong refreshing taste. In fact its popularity is such that several multinationals have launched their own versions, but Tapal remains the original and ultimate Danedar because of its unique color, aroma and taste. Color and a strong refreshing taste are its most significant attributes. Tapal is proud to have been a part of Pakistan's history since its inception. As a company they have grown and flourished together with the great nation. Founded by Adam...

References: ➢ Tapal Tea, News Blends 01 Jan. to 30 Jun. 2008
➢ Tapal Tea, News Blends 01 July to 31 Dec
➢ Kottler P., Armstrong G. (2008) Principles of Marketing, Harlow; Prentice Hall, 12th edition
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