Delivering

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Delivering
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Best Practices atTapal Tea
The Future
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Presentation Overview

• Introduction to Tapal
• Case Study Tapal Danedar Hard Pack Launch
• Synergize
• Market and Consumer Research, Plant Change over,
  Alignment of Production, Supply chain, Sales
  Marketing and the launch event.
• Empower
• Individual ownership at each level of the
  organization
• Engage
• Internal and External Consumers, Stake holders
  and trade.

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Tapal Tea (Pvt.) Ltd.

• Serving Tea to a Nation since 1947
• The House of Leading Brands such as,
• Tapal Mezban, a Leader in the Dust Category,
• Tapal Danedar crowned as the Biggest Tea brand
  in Pakistan
• Tapal Ice Tea, the first Ice Tea brand to be
  marketed in Pakistan.

As per the Brand Elections 2010 research
conducted by MEMRB Pakistan
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Tapal Danedar A Journey from Soft Pack to
Hard Pack

• Available in Jars, Pouches, Teabags and Soft
  packs
• Hard Pack format launched in August 2008

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Synergize

• Total Quality Lead Team consisting of Production,
  Supply Chain and Sales and Marketing.
• All Agencies, Vendors, Suppliers, Technical and
  Production Staff, Distributors, and Other Support
  Departments aligned as ONE.
• TIMS Tapal Integrated Management System as the
  lead Process Owner

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Empower

• Production Team
• Upgrading Capacity
• Plant and Machinery Sourcing and Installation
• Training and Development
• Test Runs
• Production

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• Logistics and Supply Chain Team
• Pack Designs
• Packing Materials
• Vendors
• Machine Ability Compatibility of Packs with
  Machines
• Logistics and Distribution
• Warehousing

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• Sales Team
• Sales Planning and Forecasting
• Internal Consumer Alignment
• Briefing of Plan to Distribution Force
• Storage, Distribution, Shelf Space and Display
• Market Dry-Out
• Smooth Rollout with Minimal Stock Returns

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• Marketing Team
• Transformation of Soft Pack to Hard Pack with the
  use of following vehicles
• Sales Briefing Sessions
• Pack Revealing Ceremony
• Press Conference
• Press Advertisement
• Tactical TVC Airing
• Radio Commercial Airing
• POS Support
• Bill Board Advertisement
• Shop Signages
• Moving Pack Dummy Float
• Instore Branding

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Extract of Launch Ceremony Planning Grid
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Consumer Promotion on the New Hard Pack

• A CP was rolled out to facilitate the
  transformation from Soft Pack to Hard Pack
• The CP was put forward with the following Support
• Tactical TVC Airing
• Radio Commercial Airing
• POS Support
• Bill Board Advertisement

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Engage
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Lahore
Karachi
Islamabad
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The Achievements

• The Synergized conversion made the process much
  faster as all effort were timely synchronized
  with the ultimate objectivity of enhancing The
  Consumers end experience
• By Empowering, Each process executer, at all
  levels, took Ownership to achieve results beyond
  expectations
• By Engaging all stake holders, Excellent pool of
  Ideas and cost saving measures were developed
  which made the process outshine

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