Analysis+of+Marketing+Plan+of+TAPAL+TEA - ANALYSIS OF THE...

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“ANALYSIS OF THE MARKETING PLAN OF TAPAL TEA MAINLY FOCUSING ON TAPAL DANEDAR” A Contents ACKNOWLEDGEMENT 4 EXECUTIVE SUMMARY 5 INTRODUCTION 6 PRODUCTION 7 HISTORY OF TAPAL TEA 7 MARKET SUMMARY 8 SITUATION ANALYSIS 8 MARKET SHARE PICTURE 9 COMPETITOR ANALYSIS 11 A commitment to quality 13 Brands 13 COMPANY ANALYSIS 13 Brand Descriptions 14 TAPAL DANEDAR 14 Gulbahar 15 Tapal Safari 15 MARKETING SEGMENTATION 16 CONTINUOUS LEARNING ABOUT MARKETS 17 Pioneers of soft packaging 17 MARKET TRENDS 18
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MARKET GROWTH 18 Strengths 19 SWOT ANALYSIS 19 Opportunities 20 Weaknesses 20 Threats 20 COMPETITION LEVEL 21 DISTINCTIVE CAPABILITIES 22 Organizational Processes 22 Skills and Accumulated knowledge 22 Coordination of Activities 23 Assets 23 CRITICAL ISSUES 23 MISSION 23 MARKETING OBJECTIVES 23 TARGET MARKETING 23 MARKETING STRATEGIES 23 POSITIONING 24 MARKETING MIX 24 PRODUCT 24 PRICE 25 CHANNELS OF DISTRIBUTION 25 PROMOTION 26
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MARKETING RESEARCH 26 Research on the Hard Pack 27 REFERENCE 27 C ACKNOWLEDGEMENT A A A A A Countless thanks to ALLAH Almighty for giving us such extraordinary abilities and making us privileged enough to take part in such activities and all respects and regards to Holy Prophet Hazrat Muhmmad (PBUH) for giving us the faith paving us on the right path with the essence of faith in GOD We would like to thank our teacher MR. JAWD SALEEM for his cooperation and help. He fully supported us throughout the class. We express our heartiest gratitude to him. His cooperation made this project a lot much easier. We would also like to express our heartiest gratitude to MR. KHAWAJA MUSA , MARKETING MANAGER SERVICES TAPAL TEA PRIVATE LIMITED MR. ASIF HR MANAGER NORTH TAPAL TEA PRIVATE LIMITED. Loads of thanks to our parents, who were and are very supportive and cooperative at all times. C C
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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 byword 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 Certification, the symbol of supreme
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This note was uploaded on 06/09/2010 for the course MARKETING mkt-505 taught by Professor Asadawan during the Spring '10 term at University of Management and Technology.

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Analysis+of+Marketing+Plan+of+TAPAL+TEA - ANALYSIS OF THE...

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