- Tapal Danedar is the 3rd largest tea brand in Pakistan with the highest market share in the Danedar category at 67%. - In 2007-2008, Tapal Danedar spent Rs. 120 million on advertising with a focus on launching its hard pack version and the ICC Champions Trophy tournament. - For 2008-2009, Tapal Danedar allocated Rs. 166.24 million for advertising, focusing on strengthening brand recall and loyalty through increased spending around launch of the hard pack and Ramadan.

1. TAPAL DANEDAR Presented by: Shafiq Abdullah Uzma Sana Areej Abbasi

6. MEDIA HISTORY 2007/2008

8. * All figures are expressed in Rs. Million BRAND CALENDAR (07-08) BTL 20 3% 3% 3% 3% 3% 3% 20% 11% 11% 20% 10% 10% Cable 8.0 3% 3% 3% 3% 3% 3% 20% 11% 11% 20% 10% 10% Print 8.0 4% 4% 4% 4% 4% 4% 17% 11% 11% 17% 10% 10% Radio 9.0 3% 3% 3% 3% 3% 11% 20% 7% 11% 20% 7% 9% TV 75.0 ATL 100 Jun May Apr Mar Feb Jan Dec Nov Oct Sep Aug Jul 120 Marketing Calendar Split Budget ICC 20 20

9. ATL/BTL MIX

10. MEDIUM MIX

13. MEDIA PLAN Forecasted for the year 2008/2009

16. BRAND CALENDAR (08-09) * All figures are expressed in Rs. Million BTL 31.0 5% 5% 5% 5% 5% 10% 10% 10% 15% 5% 5% 20% Cable 5.4 3% 3% 3% 3% 3% 10% 12% 10% 5% 20% 8% 20% Print 11.1 3% 3% 3% 3% 3% 10% 12% 11% 5% 19% 8% 20% Radio 17.3 5% 5% 5% 5% 5% 5% 10% 10% 5% 20% 5% 20% TV 101.4 ATL 135.24 Jun May Apr Mar Feb Jan Dec Nov Oct Sep Aug Jul 166.24 Marketing Calendar Split Budget Trophy ICC Champions Hard Pack

17. ATL/BTL MIX

18. MEDIUM MIX -32.4 5.4 8.0 Cable 38.6 11.1 8.0 Print 92.3 17.3 9.0 Radio 35.2 101.4 75.0 TV Change (%) 2008-2009 2007-2008 Medium

19. BUDGET SPLIT BY MONTH - TV

20. BUDGET SPLIT BY MONTH - RADIO

21. BUDGET SPLIT BY MONTH - PRINT

23. Terrestrial-Satellite Spend

24. Channel Mix-TV Spend

25. Channel Mix-Radio Spend

26. Channel Mix-Print Spend