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Best Practices at

Tapal Tea

SYNERGIZE

The
TheFuture
Future

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Presentation
Overview
Introduction to Tapal

Case Study: Tapal Danedar Hard Pack Launch

Synergize

Empower

Market and Consumer Research, Plant Change over,

Alignment of Production, Supply chain, Sales &
Marketing and the launch event.

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 H

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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