Marketing research article:this article discusses the different ways that a market segmentation can divide a market along a commonality, similarity, or kinship. Segmentation ,target marketing and market positioning mass marketing segmented marketing market segmentation • • • direct marketing: tapal can have its company’s website for complaints and suggestions by this method the gap between the tapal management and consumer expectation can br reduced ways of operating in direct marketing. 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. Tapal’s recent marketing campaign and possible increase of tapal tea market shares 6 smuggling and increasing prices of raw material raise the prices of tea products bcg matrix of lipton • the bcg growth-share matrix is a portfolio planning modeldeveloped by bruce henderson of the boston consulting group inthe early 1970's.
Tapal took the same step 12 • market segmentation as a whole when we see the market of tea in pakistan this thing offers a great opportunity for tapal to focus its business capabilities on the requirement of one or more groups of buyers the tea used to make tapal ice tea has antioxidant properties which are associated with good health. Campaign can designed a target which specific consumer segments can desire a successful market segmentation and differentiation can give a firm a commercial advantage market segmentation is divided into three main segments geographical segmentation demographic segmentation psychographic segmentation 1. Founded by adam ali tapal, the company first started marketing a number of quality blends to pakistani consumer market through continuous innovation and research and development they gain a big share of pakistani market they still are growing and hope to be a leader in a market in coming years tapal is the heart brand of green tea in pakistan. History of tapal tea: mr aftab tapal, founder of tapal he shifted his father’s ordinary tea shop into a large teaselling company in 1979, he went to sri lanka to spend time with m/s hebtulabhoy & company to get professionalinformation about the world of tea trading and blending 9 aftab tapalowner and ceo oftapal 10.
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. Tapal is known for its hot cup of quality blend of teas but with tapal ice tea13 • targeting tapal wants to increasingly cater to young generation market and it is doing so with the launch of tapal ice tea. There are 4 different types of market segmentation and all of them vary in their implementation a manager can use any one of the four types of segmentation.
Target marketing: the broad category of target market of tapal would be all tea lovers there diversified product line caters to various segments of consumers like : 17 target segmentation: tapal’s consumers can be segmented on the basis of income strata. Market segmentation is the activity of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics. Marketing segmentation market segmentation is the process of dividing the market into dissimilar, distinctive groups of people who have similar needs to be satisfied, alike wants and behavior, or might want some products and services markets can be divided depending on a number of wide –ranging criteria. Tapal mezban has used selective targeting strategy, the first is the single segment with a single product in other words, the marketer targets a single product offering at a single segment in a market with many segments, as tapal mezban choose to target segments based on the geographical and behavioral aspects.
Analysis of the marketing plan of tapal tea mainly focusing on tapal danedar - free download as word doc (doc / docx), pdf file (pdf), text file (txt) or read online for free. Some other companies also present in the market but having very low share of the market unilever pakistan limited has 43% market share tapal 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. 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.
Market segmentation market segmentation is a strategy which divides a target market into subset according to consumer needs and desires and applicable for the good relevant and services it depends only on the specific characteristics of the products and this subset is divided according to the criteria of age and gender. 4 5 8 9 11 12 13 14 15 19 no 1 2 3 4 5 6 7 8 9 10 contents executive summary idea of ice tea history of tapal background of tapal ice tea company objective segmentation targeting positioning marketing mix swot analysis page no3 table of contents sr. View notes - analysis+of+marketing+plan+of+tapal+tea from marketing mkt-505 at university of management and technology analysis of the marketing plan of tapal tea mainly focusing on tapal danedar 2 demographic segmentation we have selected 15 30 years of age people this.
Marketing segmentation tapal tea tapal danedar “ab dil ki sunno” tapal tea is the primary choice of tea lovers nationwide conclusion need recognition tea is classified as a need in pakistani households, a staple item tapal aims not only to retain its existing consumers but also attract new ones.