1. Delivering
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2. Best Practices at Tapal Tea
SYNERGIZE
The Future
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3. 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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4. 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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5. 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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6. 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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7. Empower Production Team Plant and Machinery Sourcing and Installation
Upgrading Capacity
Plant and Machinery Sourcing and Installation
Training and Development
Test Runs
Production
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8. SEE

9. 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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10. SEE

11. 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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12. 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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13. SEE

14. Extract of Launch Ceremony Planning Grid
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15. 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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16. Engage
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17. Karachi
Lahore
Islamabad
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20. The Achievements
The Synergized conversion made the process much faster as all effort were timely synchronized with the ultimate objectivity of enhancing The Consumer’s 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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21. SEE