Retail Audit of Brand (Tapal Danedar)
Muhammad Talha
ERP : 25791 Course Teacher: Mr. Salman Mir
Course: Marketing Management (6180)
I visited a general store located in Bahadurabad, where I noticed the fiery red boxes grabbing the
attention of many purchasers, shopping for their essentials. It was amusing to observe that the Tapal
Danedar Tea boxes were situated right at the center of the store, where the leading tea brand, Lipton,
appeared to be overshadowed despite its popularity. Upon visiting two notable IMT stores, namely
Markitt in Tipu Sultan, and Springs in DHA phase 6, I observed a somewhat similar pattern in the
placement of the Tapal Danedar Tea. Although Lipton is a name that most Pakistanis are familiar with,
Tapal is making an appearance at the forefront of the Pakistani tea industry.
General Store (Bahadurabad) Superstore (Bahadurabad)
Tapal is a Pakistani Brand of tea, that is marketing its products by associating itself with the revitalization
and warmth enticed by a sip of Tapal tea. Danedar’s slogan, “tum mein aur
aik cup chai,” stimulates a physical response that gives a sense of affection
and tenderness. All in the meanwhile, the bright red packaging is perceived
as energizing and exciting whilst seizing the attention of customers and
tempting them to make a purchase. The visualization of tea on the
packaging shows the strength of tea through vibrant colors.
The placement of the Tapal Danedar boxes is nearly similar in all the
stores I visited, where, at the IMT stores, Tapal’s products were placed
first in the aisle in the category of hot beverages or teas. Although Markitt
utilized the bottom three shelves to display teas, which is not the optimal
location since the top shelves covered the lesser essential items. The display Markitt
at Markitt was more so directed towards consumers who preferred to purchase tea subconsciously
without paying attention to any other brands.
Meanwhile, Springs not only devoted an entire booth to the Tapal Danedar for the promotion of the
product but positioned the brand at the first in the hot beverages aisle which covered the shelf from top
to bottom. The superstores and general stores had the red boxes of Tapal Danedar centered at the eye-
level of the clients at the store.
Springs (Tea Aisle) Springs (Tapal Booth)
Tapal has used the platform of refreshment and Family ties to meet its consumers, people tend to have
Tea as a refreshment over evening snacks or with family. Compared to its competition; Vital Tea and
Lipton, Tapal has positioned itself as a refreshing, aromatic, and strong energizing tea along with becoming
the Tea of the nation promoting the culture of Pakistan.
Tapal has marketed itself as a common household essential which makes it a must have at every IMT or
small stores. The brand has strong distribution, which is clearly shown through the availability of the
product at every store. To conclude, from the retail perspective, Tapal and its products will help maximize
profits for a retailer.
5 Action Points As A Brand Manager
Promotions during the current season, as people prefer to consume hot beverages during winter;
discounts and brand engagement would help grow sales and enhance brand recognition.
Sponsoring the “store sign” or “retail sign” of Dhabas, would help create Brand awareness.
Placing Tapal Tea makers, just like Nestle has coffee makers, at schools, offices, and events to help
promote the taste and create awareness of the product.
Designing campaigns to garner the attention of youth will help develop a taste of Tapal products
early. Tea lovers are brand loyal, and designing such campaigns, will help attain loyal customers
and will grow sales in the longer run.
Building Tapal cafes, Pakistan has a culture of sittings in dhabas to consume chai, exploring the
following option could allow brand engagement, brand values, and brand recognition. Interacting
with the consumers directly will also help the brand identify the taste preference of its consumers.
