Brand Academy provides details brand analysis, research, article and insights for free. Contact us : brandsmentor@gmail.com https://www.facebook.com/1stbrandsacademy Tapal Family Mixture Brand analysis for MBA, BBA and other marketing, branding, advertising and business students. Slide contains

3. Tapal Family Mixture

4. Tapal Family Mixture
Tapal Family Mixture has been a vital player in Tapal overall
success journey. It is quite important and close to Tapal’s
Management heart and mind because it has been the most
successful brand in Tapal’s history and the its blend was
created by the first generation of Tapal’s family.
It was initially known as “Tapal Chai”, later it was renamed
as Tapal Family Mixture, as shown in exhibit 8 which
consists of the whole transformation of brand from Tapal
chai to Tapal Family Mixture.

5. Customer Profiling
Set of customers that are
-
family oriented,
-
close bonding with relatives and enjoy togetherness.
-
One step solution for taste (strong and normal).
This was done on the basis of direct customer contact and response
attained by Adam Tapal and Faiz Tapal and was structured by Aftab Tapal .

6. Segmentation

7. Segmentation

8. Segmentation

9. Targeting Strategy
Segments are clearly defined and the brand is
catering mass therefore the targeting strategy
is “target multiple segments”, as it serves not
only strong, normal and light taste
preferences. It includes targeting of lower,
middle and upper class.

10. Positioning Strategy
Positioning statement is the most internal and
confidential element of brand personality. On the
basis of our observation we find that positioning
strategy of Tapal Family Mixture as:
“Tapal Family Mixture is serving the tea needs of
the masses in the tea beverages industry with
focusing on family values, togetherness, bond
and unity with differentiating on the basis of
quality mixture offering.”

11. Positioning Strategy
Positioning Concept – Management wants it to be perceived as a family
brand that becomes the family culture and part of family heritage.
Positioning Strategy – Every integrated campaign carried, conveys the
same message of being family oriented, bonding and togetherness.
Positioning Effectiveness – Every integrated marketing program is
evaluated through short customer responses and research against set of
benchmarks, portraying the same message projected by the company
which allowed Tapal a very effective communication strategy.

12. Product Specification
- Color
- Aroma
- strong Taste of dust
They have introduced tea bags and jars for house hold.
Blend comprises of unique mix of leaf and dust which enables
it to serve the need of the wider range of the customers, it
fulfills the taste of strong as well normal tea.

13. Pricing
They are using High Passive strategy by focusing on
brand features & performance in their ads that is
functional & emotional.
Company is offering medium range price so that
number of people can easily afford it.

15. Placing Strategy
They are pursing Intensive Distribution Strategy
in order to make it easily available all over
including big stores, small stores and very small
shops like local shops etc.

16. Promotion Strategy
TV show launched name ”KHUSHI KE LAMHAAT”, motive was to give
prizes to customers and earn their loyalty
- SMS campaign
- Launched song “Laage na nazar”
- “Qabool Hai” Theme

17. Ad analysis

18. Ad analysis

19. Ad analysis

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