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Case
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Reference no. 509-113-1
Subject category: Marketing
Authors: Muhammed Kashif Saeed (GIFT University); Saqib Jameel (GIFT University)
Published in: 2009
Length: 13 pages
Data source: Published sources

Abstract

Tapal is one of the established brands in the Pakistani tea market. Despite the strong competitors in national market, Tapal has earned a strong foothold in this industry. This case deals with the issues and strategies adopted by Tapal while launching its new product, Tapal Ice Tea; which is unique in itself. Students are asked to assess the marketing plan of this new brand by house of Tapal. This case can be used for principles of marketing and marketing management courses at graduate and undergraduate level. They will learn some important aspects of a marketing plan. Case objectives include: (1) understanding the power of an established brand name in national market; (2) critical review of the market planning aspect of the brand; and (3) foreseeing the challenges involved in moving to a new category.
Location:
Industry:
Size:
2,000 employees
Other setting(s):
May 2009

About

Abstract

Tapal is one of the established brands in the Pakistani tea market. Despite the strong competitors in national market, Tapal has earned a strong foothold in this industry. This case deals with the issues and strategies adopted by Tapal while launching its new product, Tapal Ice Tea; which is unique in itself. Students are asked to assess the marketing plan of this new brand by house of Tapal. This case can be used for principles of marketing and marketing management courses at graduate and undergraduate level. They will learn some important aspects of a marketing plan. Case objectives include: (1) understanding the power of an established brand name in national market; (2) critical review of the market planning aspect of the brand; and (3) foreseeing the challenges involved in moving to a new category.

Settings

Location:
Industry:
Size:
2,000 employees
Other setting(s):
May 2009

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