This document presents a marketing plan for repositioning the Tapal Mezban tea brand. It begins with an introduction to Tapal, the parent company, and then discusses Mezban's brand history and positioning as a premium "Dust Tea" originally developed for tea shops. Customer and competitor analyses are presented, as well as segmentation, targeting, and positioning strategies. The marketing mix of product, price, place, and promotion are outlined. Specific recommendations are made for a new tagline emphasizing hospitality, using the Ajrak pattern, and expanding distribution through the Otak system. A campaign with slogans celebrating relationships is proposed.

2. PRESENTED BY:
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JAHANZAIB ASLAM (BME-1727)
WAQAR AHMED (BME-1728)
ADNAN IQBAL MUGHAL (BME-1195)

3. 
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Introduction To Tapal
Brands From The House Of Tapal
Our Chosen Brand
Customer Analysis
Competitor Analysis
STP
Marketing Mix
Re-positioning

4. 
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Tapal started out as a family concern under the personal
supervision of its founder, Adam Ali Tapal.
Today Tapal Tea is managed by the founder's grandson,
Aftab F. Tapal
Tapal’s deep rooted culture and core values differentiate it
from its competitors
"Never compromise on quality" has been the motto at Tapal
since the very beginning. This commitment to quality has
resulted in a high level of customer satisfaction and
unflinching brand loyalty
Strong Distribution Network
Research Development
Human Resource Managment

5. Danedar Leaf Blend
Family Mixture
Chenak Kenya Dust Special Teabags
Special Round Teabags
Tezdum
Safari Kenya Leaf
Jasmine Green Tea
Ice Tea
Mezban Super Dust
Gulbahar Green Tea

6. 
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Mezban was launched in the 90s as
one of the premier ‘Dust Tea’
brands of Sindh
Tea with a strong flavor & taste
Originally developed for hot tea
shops
Mezban has become a favourite
amongst household consumers as
well.
Brand essence of stimulating
relationships through hospitality

7. 
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Mezban Premier Dust is the blend
for consumers who prefer tea with
a strong flavour & taste.
Initially TAPAL MEZBAN was
launched, was particularly for the
small hotels in the interior sindh.
Due to finest quality and
relationship with the customers
Mezban has become a favorite
amongst the household consumers
as well.

9. 
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TAPAL is operating in a market that is flooded
with many competitors. Every tea product in
the market is offering more or less the same
attributes
If we look overall than every tea is a competitor
of another one
And many local mushroom tea

10. 
Segmentation: demographic
(Culture) geographic and
behavioral bases
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Is the segment viable?
Is the segment accessible?
Is the segment measurable?
Targeting: single segment
Targeting
Positioning: symbolize the bonds
and relationships that
underscore the human equation
for the people of Sindh along
with celebrating their rich
heritage and culture.

11. 
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Its tagline, ‘Yeh
Rishton Ki Shaan hai
Yehi Mezban Hai’
Brand essence of
stimulating
relationships through
hospitality

14. 
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Product:
Price:
Place:
Promotion:

15. 
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New Tagline “KHUSHYO KI PEHCHAN
TAPAL MEZBAN”
The background pattern can be AJRAK
We can also introduce Tapal Mezban to grap
the Otak System.

16. CAMPAIGN FOR TAPAL MEZBAN
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Apni Chai Faaslay Mitaye
Laajawab Chai Laajawab Loog
Kaamyaab loogon ky pasand
Chai jo sath nibahye zindagi bhar

17. THANK YOU