lipton vs tapal by tusbeeh 2nd semester
Post on 20-Oct-2014
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one of my best presentationsTRANSCRIPT
INTRODUCTION:
Tusbeeh UllahMuhammad KashifHayat UllahRabia Khan
LIPTON
VS
TAPAL
A truly international beverageA way to enjoy
TEA:
_____________________A product of Unilever
Has became number one tea in the world today because of Sir Thomas Lipton's vision to provide the best quality tea.
Offers an option to tea lovers to enjoy their favorite drink in an exciting and refreshing way.
HISTORY OF LIPTON:Created at the end of the 19th century by a grocer, Sir Thomas Lipton, in Glasgow, Scotland.
In 1893, Thomas J. Lipton Co., a tea packing company was established.
Acquired by UNILEVER in 1972
In 1991, Unilever created a first joint venture with Pepsi Co, the Pepsi Lipton Partnership.
Sir Thomas Lipton, founder of Lipton Tea.
TAPAL Tea (Private) Limited is one of the largest tea companies of Pakistan.
Have number of brands both in black & green tea.
Also exporting tea to North America, Saudi Arabia, Oman, UAE, Spain, Italy, Greece.
HISTORY OF TAPAL TEA:Mr. Aftab Tapal, founder of TAPAL
He shifted his father’s ordinary tea shop into a large tea selling company.
In 1979, he went to Sri Lanka to spend time with M/s. Hebtulabhoy & Company to get professional information about the world of tea trading and blending .
AFTAB TAPALOWNER AND CEO OF TAPAL
MARKET SEGMENTATION:
Geographic segmentation
Demographic segmentation
• Age and life cycle segmentation
• Gender segmentation• Social class• Religious
Segmentation
Geographic segmentation
Demographic segmentation
• Age and life cycle segmentation
• Family size• Social class • Religious
segmentation
TARGET MARKET TARGET MARKET OF LIPTON:
Lipton has targeted its market successfully and it has selected the following sections of the international market to be targeted. Geographically
Age group
Gender
Social class
TARGET MARKET OF TAPAL:Tapal has targeted its market successfully and it has selected the following specific sections of Pakistani market and some sections of international market:
Geographically
People of all behaviors in Pakistan
Age group
Social class
MARKET POSITIONING POSITIONING OF LIPTON:Some of successful steps taken by Lipton in order to position its target market are following:
Acquired by Unilever.
Joint ventures with Pepsi
Received a Corporate Green Globe Award
POSITIONING OF TAPAL:Tapal has positioned its target market by its excellent performance from the very beginning. Some of its achievements, due to which people started preferring Tapal’s products are:
Pakistan Advertising Society (PAS) Award 2011- Campaign of the Year: Tapal Danedar “Har Mizaaj se Ashna”
All Pakistan Newspaper Society (APNS) Award 2010- Best Print
Pakistan Advertising Association Excellence Awards 2005
CONT…
Export Excellence Award of Sri Lanka 2003
Mr. Aftab Tapal was made Chairman of the Pakistan Tea Association
THE MARKETING MIX:The Concept of the Marketing Mix, consists of the four categories that today are known as the 4 P's of marketing, depicted below:
PRODUCT: PRODUCTS OF LIPTON:
LIPTON YELLOWLABEL TEALipton Yellow Label has been sold since 1890, when Sir Thomas Lipton created the first version of the Yellow pack with a red Lipton shield, which to this day typifies the Lipton Yellow Label brand.
Lipton Iced Tea:Lipton Iced Tea, in many markets known as Lipton Ice Tea, is an iced tea brand sold by Lipton.
Lipton Pyramid Tea:
Lipton also produces tea using the pyramid bag format as seen in other tea brands.
PRODUCTS OF TAPAL(DIFFERENT BRANDS):TAPAL Danedar:Tapal Danedar is the flagship brand of the company.
TAPAL Family Mixture: Tapal Family Mixture continues to be the pride of the company.
SHADES OF GREEN:In the year 2000, Tapal became the first tea company to launch a range of flavored green teas in the country, which is available in refreshing Jasmine, Lemon, and Elaichi flavors,
Tapal tezdum:The taste and identity of Tapal Tezdum is deeply rooted in the culture of the Punjab.
Tapal ice tea
TAPAL INSTEA
TAPAL CHENAK
TAPAL MEZBAN
TAPAL GULBAHAR
TAPAL Special tea
PRICE:PRICES OF LIPTON’S PRODUCTS:The products of Lipton are costly.Their are no discounts and allowances on the products.The tea is available only in large packets and that costs high.
PRICES OF TAPAL’S PRODUCTS:Prices of TAPAL tea products are much less as compare to Lipton tea.LIPTON’S 1kg packet costs Rs.600, while Tapal’s 1kg packet costs Rs.375.
PLACE:LIPTON:Available in 110 countries b/c of its accossiation with UNILEVER.In Pakistan, Lipton is largely available in superstores but not in all outlets.
TAPAL:Main office is in Karachi Pakistan.Have a strong network of distribution all over the country.Available almost in all outlets in Pakistan.
PROMOTION:LIPTON:Initially their was no effective promotional strategy for their products.Now Lipton is emphasizing on advertising of their products to change the negative perception about some of their brands , e.g. Lipton Ice Tea.
PROMOTION OF TAPAL:A large part of their advertisement and compaigns reflects its local market Pakistan.They have got a strong position in Pakistan b/c of their strong advertisiment.
STRATEGIES FOLLOWED BY LIPTON:
Market development:available almost in 120 countries of the worldcontinuously introducing their current products into new markets
Product Development:introducing new products time to time in order to create new customers,introduced new amazing flavors in Lipton iced tea, Lipton tea and honey and green tea with super fruit tastes.
STRATEGIES FOLLOWED BY TAPAL:
Cost leadership Strategy:Has reduced costs due to having the best tea manufacturing technology in Pakistan
Product development:Introducing new products into new areas of Pakistan
SURVEY ANALYSIS:
A Survey Was Conducted Through
Questionnaires
Questionnaires Were Distributed Amongst 50
People
vs.
WHICH AGE GROUP DO YOU BELONG TO?
Age
Frequency Percent
Valid 12_19
8 16.0
20_29
13 26.0
30_39
21 42.0
40_49
4 8.0
50_59
4 8.0
Total
50 100.0
ARE YOU: MALE OR FEMALE ?
Gender
Frequency Percent
Valid male
30 60.0
female
20 40.0
Total
50 100.0
WHAT IS YOUR OCCUPATION?
Occupation
Frequency Percent
Valid student
6 12.0
Govt employee
16 32.0
self employee
20 40.0
private
employee
8 16.0
Total
50 100.0
WHICH BEVERAGE YOU PREFER TO TAKE IN ORDER TO GET RELAX?
Preferred beverage
Frequency Percent
Valid tea
45 90.0
cofee
3 6.0
soft drinks
2 4.0
Total
50 100.0
YOUR FAVORITE TEA COMPANY:
FAVOURATE TEA COMPANY
Frequency Percent
Valid Lipton
22 44.0
tapal
23 46.0
anyone available
5 10.0
Total
50 100.0
WHAT DO YOU THINK, THAT PRICES OF WHICH COMPANY’S PRODUCTS ARE SUITABLE:
Suitable Prices
Frequency Percent
Valid Lipton
10 20.0
tapal
35 70.0
both of them
3 6.0
Don’t know
2 4.0
Total
50 100.0
ACCORDING TO YOU, PRICES OF WHICH COMPANY’S PRODUCTS BEST MATCHES ITS QUALITY ?
Price Vs Quality
Frequency Percent
Valid Lipton
22 44.0
tapal
20 40.0
both of them
6 12.0
don’t know
2 4.0
Total
50 100.0
WHICH OF THESE PRODUCTS IS EASILY AVAILABLE TO YOU IN THE MARKET:
Availability
Frequency Percent
Valid Lipton
20 40.0
tapal
28 56.0
both of them
2 4.0
Total
50 100.0
WHAT DO YOU THINK, WHICH COMPANY’S PROMOTING STRATEGY IS EFFECTIVE?
Promotional Strategy
Frequency Percent
Valid Lipton
12 24.0
tapal
32 64.0
both of them
6 12.0
Total
50 100.0
WHICH COMPANY’S ADVERTISEMENTS ON TV ARE ENTERTAINING?
Entertaining Advertisement
Frequency Percent
Valid Lipton
17 34.0
tapal
23 46.0
both of them
6 12.0
don’t know
4 8.0
Total
50 100.0
WHICH COMPANY OFFERS YOU THE DESIRED PACKAGING SIZE?
Desired packaging size
Frequency Percent
Valid Lipton
13 26.0
tapal
17 34.0
both of them
16 32.0
don’t know
4 8.0
Total
50 100.0
IN YOUR POINT OF VIEW, WHICH COMPANY IS REFLECTING OUR CULTURE?
Cultural aspects
Frequency Percent
Valid Lipton6 12.0
tapal34 68.0
both of them
3 6.0
don’t know
7 14.0
Total
50 100.0
IN PAKISTAN, WHICH COMPANY PARTICIPATES IN SOCIAL ACTIVITIES?
Participation in social complains
Frequency Percent
Valid Lipton
19 38.0
tapal
23 46.0
both of them
5 10.0
don’t know
3 6.0
Total
50 100.0
2- 43
BCG Growth-Share Matrix for Lipton
BCG Matrix
High RelativeMarket Share
High Marke
t Growt
h
Low Marke
t Growt
h
Lipton ClearLipton Yellow
Label Tea
Lipton Iced Tea
Lipton Tea and Honey
Low RelativeMarket Share
2- 44
BCG Growth-Share Matrix for Tapal
BCG Matrix
High RelativeMarket Share
High Marke
t Growt
h
Low Marke
t Growt
h
Shades of Green
Tapal Danedar,
Tapal Family Mixture,
Tapal Tezdum.
Tapal ice tea
Tapal Instea
Low RelativeMarket Share
________________________________
Lipton has large international market share, while Tapal has large market share only in Pakistan.
Lipton focuses on the quality of its products, while Tapal focuses on the segmentation of its products.
Lipton has got a very strong financial position, while Tapal is developing now.
Today in Pakistan, Tapal has the best tea manufacturing technology as compare to Lipton.
Lipton is making tea for people all over the world, while Tapal is producing tea for Pakistani people and for some other countries.
Products of Lipton are for upper class people, while Tapal’s products are for people of middle and lower class.
In Pakistan, Tapal’s products are easily accessible to customers as compare to Lipton’s products.
In Pakistan, Tapal has strong promotional strategy as compare to Lipton.
RECOMMENDATIONS FOR LIPTON:
should reduce its costs by using same technology in its plants all over the world
make an effective network of distributors in order to make its products available in maximum rural and urban areas
For every country separate advertisements should be made.
RECOMMENDATIONS FOR TAPAL:
Should also concentrate on KPK Market
Keep the prices as they are
Start online selling
Advertisements should be of international standard.
YOUR QUESTIONS NOW ?
THANK YOU