campaign review-tapal green tea new packaging launch in september 2014

Tapal Green Tea- New Packaging Launch

Batch EMBA-3, IBA Main Campus Instructor Mr. Najeeb Agrawalla Course Marketing Management Group Members Syed Yawar Imam Haris Naved Ahmed Choudhry Huzaifa Adnan Hussain Siddiqui Saad Ali Tariq

December 24, 2014

Queries: Haris Naved Ahmed – [email protected]

campaign review

CAMPAIGN REVIEW: TAPAL GREEN TEA-NEW PACKAGING LAUNCH 2

EXECUTIVE SUMMARY

Anybody on a tough journey to weight loss

knows the true worth of green tea. Not only

does green tea speed up your metabolism,

it contains antioxidants that are very good

for your skin. (For me just the thought that I

am indulging in something good for me is

enough).

In Pakistan one can find

a variety of green

teas, we are

nation of tea

drinkers after

all. But the

name that

stands out in

the sea is

Tapal. Known

for its wide

variety of flavors, the

green tea from Tapal is a

clear winner for me.

Recently Tapal Green Tea launched its new

TV commercial featuring Zoe Viccaji.

The new packaging (designed by Soho

Square) is an overhaul of the entire green

tea range. The flavours available are

Jasmine, Lemon and Elaichi, and a new

flavour called Morrocan Mint has been

introduced. With the repackaging, Tapal

aims to increase visibility as the new design

is minimalist, vibrant and illustrates each of

the flavours more effectively. With this new

packaging, they are targeting a younger,

hipper audience who mainly consumes

imported brands such as Dilmah, and are

looking for similar local options.

Over the past few years,

the consumption of

green tea has

increased

significantly as

people have now

become more

health conscious.

Tapal is market

leader in the green

tea market with 65%

market share. To maintain

quality, each of the teabags is

packed in a separate sealed envelope unlike

other brands which place all the teabags in

one packet.

In keeping with theme, the product launch

invited guests to write on a “fan wall” about

why they love Tapal tea and pose for

photographs holding signboards with

various hashtags.


TABLE OF CONTENT

Page No.

EXECUTIVE SUMMARY 2 1. INTRODUCTION 4

Theme and concept Demonstration Message Execution

2. OFFERING 6 The Product and Brand Stage in Product Life Cycle Market Share

3. COMMUNICATION OBJECTIVES (VARIOUS PROMOTIONAL TOOLS USED)

9

4. TARGET AUDIENCE 10 Who When Where How

5. MESSAGE DESIGN 11 Appeal Structure Format Source

6. MEDIA 14 Placement Time/ Date/ Day etc Costs

7. CRITIQUE 16 Positives Negative Recommendations

8. REFERENCES 18


1. INTRODUCTION

Tapal Green Tea has launched its new packaging on

September 9, 2014 at Zoe Viccaji’s “Dareechay” Album

Launch at Karachi. The new packaging is fresh and

contemporary and resonates with a younger target market. It

is available in Jasmine, Lemon, Elaichi & Morrocan Mint

flavors as well as a Selection Pack which includes all four

flavors in one pack. The launch followed by a TVC which was

released on December 12, 2014 which featured Zoe Viccaji

and along with that its voiceover was released on radio

channels.

This report will

dissect the media

campaign of Launch

of New Packaging of

Tapal Green Tea.

Theme and Concept

The advertisement is themed upon the concept

that the Tapal Green tea wants to create

awareness that people should adopt a healthier

life. Purpose of selecting the famous female, good

looking young model to target young audience

specially women who usually are more sensitive

of their looks and fitness , Tapal Green Tea will

help them in getting the desired fitness by

reducing their weights.

Boost your metabolism With Tapal Green Tea made from

natural ingredient!


Demonstration

A young woman is shown in the

advertisement which is Zoe Viccaji who in

the start living an unhealthy life, as the

Television Commercial (TVC) progress it

rises the importance of health and fitness in

life. The woman is shown to be fresh and

healthy by having a cup of Tapal Green Tea.

U need U is the main slogan demonstrated

in the TVC .The overall demonstration of

the ad depicts a clear message in a soothing

yet engaging tone.

Message Execution

The duration of the TVC is 38 seconds and

the main idea is to deliver a consistent

message of Tapal Green Tea fit and healthy

life through all the communication channels

(TV, Radio etc). This idea has been turned

into an actual TVC execution that will

capture the target audience attention and

interest.

The creative team of Tapal Brand

management team and its ad agency has

discovered the best approach, style, tone,

words, and format for perfectly carrying

and executing the message.

Following styles have been adopted in this TVC: Slice of Life Here a normal daily life woman is shown in the Ad which is feeling fresh and healthy by using Tapal Green Tea.

Mood or Image The young woman builds a mood and healthy image around the benefits that are offered by the brand. The Tone of the ad is very positive. The advertiser has used attention-seeking and memorable Words in the ad, such as U need U.

Why Zoe Viccaji

Zoe Viccaji is singer and song writer, she made

her debut as a playback singer in Coke Studio’s. She has sung many songs which includes some English and Urdu songs. The reason she has been chosen to play model for the TVC of Tapal Green Tea is because, after the success of Coke Studio, she has become the latest heart-throb for youth. She carries a sensual image in the media but at the same time she is graceful and adorable. She has a healthy physique and is best suited for a green tea advertisement though which the youth will be attracted.


2. OFFERING

The Product Tapa Green Tea brand has

grown leaps and bounds since

it entered in to Pakistani

market and its continuous

marketing campaign has

elevated its perception and

equity drastically. The Brand

has found its way into the

hearts of the people who want

to live a healthy and fit life.

Stage In The Product Life Cycle Since its beginning in 2001 of

Tapal Green Tea and is

currently the market leader

with a 65% share in the

branded green tea market.

Having been the first to launch

green tea in teabags, the

company also explored multiple

flavors to form its current line

of elaichi, lemon and jasmine

flavored green tea, available

under the new, ‘Shades of

Green’ banner. With the launch

of each new flavor of Green Tea

and marketing of the product

through different TVC and

paper Ads, Tapal increased its

market share and still growing.


Market Share

Tea is consumed by a wide range of age groups in all levels of society. More than 3 billion cups

of tea are consumed daily worldwide. Pakistan imported black tea worth Rs.30.35 billion from

45 countries. The consumption of tea in Pakistan has been increasing at a faster rate and so

have imports, after the establishment of Bangladesh. Imports increased from 85,350 tonnes

worth US $193 million in 2008-09 to 123,892 tonnes worth US $351 million in 2011-12.

Tapal Tea (Private) Limited: Tapal's deep rooted culture and core values differentiate it from its

competitors. It is also able to sustain its success by adapting to the changing Pakistani tea

landscape. While green tea consumption has historic roots north Pakistan, black tea is the

overwhelming tea choice in the country. However, as Pakistani consumers become more and

more aware of the health benefits of green tea, the category is expanding, increasing by 17% in

retail value terms between 2012 and 2013. Tapal is well poised to benefit from the new

popularity of green tea. In addition to its Kashmiri green tea brand, the company launched a

brand called Shades of Green, which offers a range of flavored green teas available in Jasmine,

Lemon, and Elaichi.

BCG Matrix for Tapal Tea


The tea market in Pakistan is primarily split into two halves, Organized Markets and Un-organized Markets. In Organized Markets different companies like UNILEVER and TAPAL are holding the main market share, some other companies also present in the market but having very low share of the market. Organized segment mainly depend on the imported tea. Mainly big players are importing tea from different countries like Kenya, UK and Bangladesh.

Market Share of Tea in Pakistan

Unorganized market also captures a good market share in the total tea market of Pakistan. 70,000 tons out of the total 150,000 consumption is of unorganized tea. 71% of total population of Pakistan is living in rural areas. Due to illiteracy and lack of awareness they are consuming unorganized tea which is mainly affecting the organized tea market. Due to this they are enjoying a very big market share of the total tea market. Unorganized tea is mainly smuggled from different neighbor countries of Pakistan. That’s why it has a large proportion in total consumption of tea in Pakistan which is 70000 tons of total 150000 tons.

Unilever, 43%

Tapal Tea, 41%

Vital Tea, 6%

TetleyTea, 4%

Others, 6%


3. COMMUNICATION OBJECTIVES (VARIOUS PROMOTIONAL TOOLS USED)

The core communication strategy which is evident in this advertising campaign is to make its consumer feel about the importance of healthy life. Tapal Green Tea’s Natural Ingredients help boost your body’s metabolic rate which may assist weight-loss. Tapal Green Tea is definitely your first step towards a healthy regime Let us technically appraise the objectives through some of the key consumer Response Hierarchy model. Hierarchy of Effects Model If we talk in terms of Brand, we will directly conclude that it seeks the last stage of the model which is Purchase. However in terms of the Tapal Green Tea , the target audience is aware of the brand Tapal, but not about the latest version of its brand i.e. Tapal Green Tea, therefore the advertisement focuses on giving the required information about the Tapal Green Tea in the Knowledge Stage to the user. The target audience are mostly young people specially women but why would they use this brand? Therefore to answer this question, the advertisement continues to communicate to the audience in the Preference stage, where it builds preference for the users by showing that it has natural ingredients which may assist to loss the weight and make you active and healthy. Finally, some users and non-users of the target audience might have acknowledged all the above mentioned stages of the communication, but yet they are not quite get around to use this brand, for them the advertisement comes the final communication stage of Purchase, after providing all the information and building upon the conviction and liking. Inference In view of the above details, we can conclude that this offer is focusing on the Affective stage, by informing users to create interest, desire, liking, preference, conviction, favorable positive attitude, intention of buying, and it moves the customer to the Behavior Stage, for an action, purchase, adoption or a behavior that will result in the purchasing of the brand by the consumer. The information and awareness provided in the ad addresses the Cognitive Stage. To sum up, the communication objectives can be:

Creating Awareness

Generating Interest

Developing Desire

Initiating Action

Brand and Offer Purchase Intention


4. TARGET AUDIENCE

The target market defined Tapal Green Tea is the A class and B+ class. The target of this brand is

the urban areas of the country and along with the use in offices and business class as well. As a

whole when we see the market of green tea in Pakistan, although it is not clearly segmented

but, Tapal did this thing very accurately that it segmented the market very accurately. This

thing offers a great opportunity for Tapal to focus its business capabilities on the requirement

of one or more groups of buyers.

Tapal Tea has effectively distributed its target audience into four basic segments:

Who How Where When

18+ men TV Commercials

Entertainment Channels (e.g. Geo, Samaa TV, Hum TV, ARY Digital)

Presence on TV channels

Ads on Print Media/Sales Promotion

Advertisement in leading newspapers Every Week

Public Relations and

Publicity

Carried out in College/ Universities Canteen Ongoing in different Colleges / Universities

Digital Media Facebook Page of Tapal Green Tea giving updates of different activities carried out by

Tapal

Up and running. Presence at all times.

Radio Advertisements on FM-89, FM-107.4 Everyday

18+ women Digital Media Facebook Page of Tapal Green Tea giving updates of different activities carried out by

Tapal.


Direct Marketing

Availability of Tapal on Araam shop on the web

At all times

Sales Promotion

Shop displays in International Modern Trade Outlets like Hyperstar and Metro

Ongoing

Housewives Digital Media Separate page for parents on the Tapal website giving important nutritional facts

about Tapal Green Tea


Masses Bill Boards Residential cum Commercial areas Ongoing


5. MESSAGE DESIGN

Appeal

In the TVC female model tries to show that the girl

is living a very unhealthy life style like she prefers

to sleep instead of getting up and go for jogging

and exercise. She doesn’t care what she eat is

healthy or not. In her busy schedule she does not

spare some moments for herself. The model then

shown to be selecting Tapal green tea from the

shelf of a big hyper store and giving the message

that you should take some time out for yourself

and should take Tapal Green Tea daily .Model then

trying to convince the audience that Tapal green tea is healthy for life as it has natural

ingredients which will keep you fit and smart as it help you to lose your extra weight. In the end

model giving the message that you need to care about your health by yourself and to do that

you should take Tapal green tea daily for healthier life.

Structure

The message structure of this ad is in a conclusive

style. The basic theme of the message is to

invoke audience towards healthy life style.

The strongest argument has been placed in the

end of the advertisement that clearly proclaims

the term – U Need U which means in order to be

healthier one need to take care of his health by

himself and Tapal Green Tea play important role

in keeping yourself healthier and fit.

Format

To attract attention, Tapal has used novelty, eye –

catching model and a popular singer. The

message is conveyed through the use of simple

words. The product is easily identified along with

the brand name

The ad starts with the concept that we don’t take


much care of our

health and it is

appealing that one

should jump off his

bed in order to be

fit and healthy.

Next the ad in the

continuation

suggesting that

healthy and fresh

food is very

important in our life

but as we are not

health conscious so

we usually take

unhealthy and junk

which should be

avoided.

Next the model is pointing towards her wrist watch, which is reflecting the idea that you should

take some time out for healthy activities. mostly health conscious will be attracted by this part

of the advertisement.

Moving forward the Ad shows the squeezing of weight machine by measuring tape which

reflects the idea that the ingredients in Tapal Green Tea will help you in reducing your weight.

Women who are mostly health conscious will be attracted by this part of the advertisement.

The ending part show that the background selected portrays freshness and vibrancy, and it

supports the core concept of the TVC, the expressions of the model are very important as she is

giving a nice decent smile by having Tapal Green Tea. The colors used are quite bright, another

notable thing is that the day time has been chosen which makes the ambience in the picture

very bright, lively and fresh, with the green trees and grass around, everything in the TVC is

exuding youth. Only you can take care of your health which is possible by having Tapal Green

Tea.

The context of the message is very direct and positive, as “ you approach “ has been used to

communicate the message effectively , while making a deliberate effort to make sure that the

people who watch the TVC gets a feeling of freshness and healthiness while watching it.

Tapal Green Tea brand name is clearly identifiable and prominent in the TVC.


Evaluating Tapal Green Tea TVC

Questions to be answered Answer

Is the message clear at glance? Can anyone tell what it is about? Yes

Is the product easily identified? Yes

Is the brand or sponsor clearly identified? Yes

Does the illustration of the TVC clearly correlate with the main theme? Yes

Source

The TVC source can be

identified on the basis

that Tapal Green Tea

brand its self by a female

model Zoe Viccaji , who is

a popular young singer

and likable in the urban

modern youth of Pakistan

both male and female .

The TVC is on air on

Pakistan most credible

and reliable TV channels

like Geo TV, Hum TV,

Express TV, ARY Digital,

Dawn News, Samaa TV

and PTV.

The Likability factor has

been increased by the

selection of female model

Zoe Viccaji.


6. MEDIA

Placement

This colorful and glamorous TVC comes on TV screen daily on 5 top Pakistani TV channels i.e. Geo News, Ary News, Dawn News, Dunya News and Samaa TV during 12 hours, 16 hours, 20 hours and 21 hours. The Ad also run of radio channels i.e. City FM 89 and FM 107.4


Time-Date-Day

Tapal Green Tea TVC was launched on 12 December, 2014.

Costs

Cost of TVC varies from channel to channel and hour to hour Total duration of TVC = 38 seconds Total no of times in an hour TVC will be played =2 Timings of TVC to be played = 1200 hrs, 1600hrs, 2000hrs and 2100hrs Prime time Rates = PKR165,000/min Total Cost of Advertisement on Geo News per day= (Per second rate at 1200hrs + Per second rate at 1600hrs + Per second rate at 2000hrs + Per second rate at 2100hrs)*38*2 = (333+750+2333+2750)*38*2

Total Cost of Advertisement on Geo News per day= PKR468,666/day

Cost of FM radio channel varies from channel to channel and hour to hour Total duration of TVC = 38s Total no of times in an hour Ad will be played =2 Prime time Rates = PKR4000/min Total Cost of Advertisement on city FM 89 = (Per second rate at 11:00 +Per second rate at 12:00 +Per second rate at 13:00 +Per second rate at 14:00 +Per second rate at 14:00 +Per second rate at 15:00 +Per second rate at 16:00 +Per second rate at 17:00 +Per second rate at 18:00 +Per second rate at 19:00 +Per second rate at 20:00 +Per second rate at 21:00 +Per second rate at 22:00 +Per second rate at 23:00 )*38*2 =(33.33+ 33.33+ 33.33 + 33.33+33.33+33.33+33.33+33.33+42.33+42.33+43.33+66.6667

+66.6667+42.33)*38*2

Total Cost of Advertisement on city FM 89 = PKR 43,342 /day


7. CRITIQUE

Positives

The new packaging is fresh and

contemporary and resonates with a

younger target market

The thing that captures your

attention at first look is

the beautiful model

with very positive

facial

expressions,

hence appealing

to the young

target audience

Use of very bright

vibrant colors

blended with the

hallmark green and while colors

of Tapal Green Tea itself, makes it a

very attractive viewing experience

for the viewers

Coordinates positively as per

Integrated Marketing

Communication, as the same

message is delivered through the

print advertisement in Newspapers

which has its own followers

and advantages

Emphasizes on

its customers & their

importance with its

“U Need U” tag line

The message is

very clear and all the

information is provided

about the product. For

skeptical reader it is good that each

and every aspect is clearly

mentioned in the advertisement,

nothing is hidden regarding this

product

Negatives

Although the TVC was very well

executed and the animations was

excellent but the jingle “Roz Tapal

Tea Piya Kero” was very similar to

“Roz Roz Good Milk Piya Kero”

The TVC is female dominated, unlike

the TVC of the competitors in which

a family or a couple is portrayed.

The theme of the advertisement is

but the biggest threat that can arise

to it is from Coffee. As the winter

season has started in Pakistan and

the demand for coffee increases

during November to February,

families who don’t drink coffee

during the whole year usually

purchase coffee jars and sachets in

this season. So instead of

experimenting with Green Tea the

masses will be more comfortable

with trying to drink coffee


Recommendations

Tapal Green Tea New Packaging was launched on September 9th, 2014 when Zoe Viccaji’s new album “Dareeche” was due for release at Southend Club, Karachi. The pack is revamped brilliantly with soothing colors and minimalist design. The launch was pretty much fun, celebrities were also spotted at the event, along with lots of people from Media & PR Industry. As if this was not enough of a healthy boost, Zoe’s lovely calm performance added to it. It was a perfect fit for the launch of the new pack! After the launch its TVC was finally released coupled with advertisements on Radio Channels and Newspapers. The TVC highlighted the important aspects of the Tapal Green Tea, which is available in Jasmine, Lemon, Elaichi & Morrocan Mint flavors as well as a Selection Pack which includes all four flavors in one pack. It has a unique slide-out design and each teabag is individually packed to retain the freshness of Tapal Green Tea’s Natural Ingredients. Tapal Green Tea’s Natural Ingredients help boost your body’s metabolic rate which may help assist weight-loss. Feel active and get ready to move towards a healthier lifestyle.

Final word for the latest media campaign of Tapal Green Tea can be like this, a unique flavor of branding has been made use of and Tapal Green Tea which was previously associated an after dinner drink is now a drink for the youth which can be consumed 5 times a day. Furthermore, it’s a fact that due to competitive lifestyle individuals don’t get time to pay attention to themselves, especially their health; through this media campaign the tag line “U Need U” has been introduced, which is short and crisp and at the projects a strong message, that if you love yourself, find some time to look after yourself!!


7. REFERENCES

http://www.tapaltea.com/

http://etrends.pk/2014/09/10/tapal-green-tea-launched-new-packaging-zoe-viccajis-

dareechay-album-launch-karachi/

https://sadiyazhar.wordpress.com/category/thoughts-views/page/2/

http://www.slideshare.net/

http://en.wikipedia.org/

http://www.tapaltea.com/

http://etrends.pk/2014/09/10/tapal-green-tea-launched-new-packaging-zoe-viccajis-dareechay-album-launch-karachi/

http://etrends.pk/2014/09/10/tapal-green-tea-launched-new-packaging-zoe-viccajis-dareechay-album-launch-karachi/

https://sadiyazhar.wordpress.com/category/thoughts-views/page/2/

http://www.slideshare.net/

http://en.wikipedia.org/

campaign review-tapal green tea new packaging launch in september 2014

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