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2. INTRODUCTIO
N:
Tusbeeh Ullah
Muhammad
Kashif
Hayat Ullah
Rabia Khan

3. LIPTON
VS
TAPAL

4. TEA:
A truly
international
beverage
A way to enjoy

5. _____________________
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.

6. HISTORY OF LIPTON:
Createdat 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.

7. Sir Thomas Lipton, founder of Lipton
Tea.

8. TAPAL Tea (Private) Limited is one of the largest
tea companies of Pakistan.
Have number of brands both in black & green tea.
Alsoexporting tea to North America, Saudi Arabia,
Oman, UAE, Spain, Italy, Greece.

9. 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 .

10. AFTAB TAPAL
OWNER AND CEO OF
TAPAL

11. MARKET SEGMENTATION:
 Geographic segmentation  Geographic segmentation
 Demographic segmentation  Demographic
segmentation
• Age and life cycle
segmentation • Age and life cycle
• Gender segmentation segmentation
• Social class • Family size
• Religious Segmentation • Social class
• Religious segmentation

12. 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

13. 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

14. 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

15. 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

16. CONT…
 Export Excellence Award of Sri Lanka 2003
Mr. Aftab Tapal was made Chairman of the
Pakistan Tea
Association

17. 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:

18. PRODUCT:
PRODUCTS OF LIPTON:
LIPTON YELLOWLABEL TEA
Lipton 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.

19. 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.

20. 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.

21. 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.

22. Tapal ice tea
TAPAL INSTEA
TAPAL CHENAK
TAPAL MEZBAN
TAPAL GULBAHAR
TAPAL Special tea

23. 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:
Pricesof 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.

24. PLACE:
LIPTON:
Available in 110
countries b/c of its
accossiation with TAPAL:
UNILEVER. Main office is in Karachi
In Pakistan, Lipton is Pakistan.
largely available in Have a strong network of
superstores but not in all distribution all over the
outlets. country.
Available almost in all
outlets in Pakistan.

25. LIPTON: PROMOTION:
Initiallytheir 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.

26. 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.

27. STRATEGIES FOLLOWED BY LIPTON:
Market development:
availablealmost in 120 countries of the world
continuously introducing their current products
into new
markets
Product Development:
introducingnew 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.

28. 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

29. SURVEY ANALYSIS:
A Survey Was Conducted Through
Questionnaires
Questionnaires Were Distributed Amongst 50
People
vs.

30. 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

31. ARE YOU:
MALE OR FEMALE ?
Gender
Frequency Percent
Valid male
30 60.0
female
20 40.0
Total
50 100.0

32. 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

33. 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

34. 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

35. 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

36. 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

37. 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

38. 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

39. 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

40. 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

41. IN YOUR POINT OF VIEW, WHICH COMPANY IS
REFLECTING OUR CULTURE?
Cultural aspects
Frequency Percent
Valid Lipton
6 12.0
tapal
34 68.0
both of them
3 6.0
don’t know
7 14.0
Total
50 100.0

42. 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

43. 2- 43
BCG Matrix
BCG Growth-Share Matrix for Lipton
High
Market
Growth Lipton Lipton Iced
Clear Tea
Low
Market
Lipton Lipton Tea
Growth Yellow and Honey
Label Tea
High Relative Low Relative
Market Share Market Share

44. 2- 44
BCG Matrix
BCG Growth-Share Matrix for Tapal
High
Shades of
Market
Tapal ice
Growth Green
tea
Tapal Danedar,
Low
Market
Tapal Family Tapal Instea
Growth Mixture, Tapal
Tezdum.
High Relative Low Relative
Market Share Market Share

45. ________________________________
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.
Todayin Pakistan, Tapal has the best tea
manufacturing technology as compare to Lipton.

46. 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.

47. plants all over the world
RECOMMENDATIONS FOR LIPTON:
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.

48. RECOMMENDATIONS FOR TAPAL:
Should also concentrate on KPK Market
Keep the prices as they are
Start online selling
Advertisements should be of international
standard.

49. YOUR QUESTIONS NOW ?

50. THANK YOU 