Abstract:
Brands play a critical role in a firm's marketing strategy. A coherent brand
analysis is a key component of the firm's overall l marketing strategy as it
provides a framework to leverage strong brands into other markets,
assimilate acquired brands, and rationalize the firm's branding strategy.
This research looks at the various components of brand analysis found among
Tapal’s and a sample of large international competitors.
Tapal enjoys a healthy image in the market. Unlike other companies, who
believe in promoting the products with the company’s name, Tapal believes in
creating strong brand names and a unique image for each product.
A unique combination of high-grown Kenya leaf and dust tea, Tapal is the
pride of Tapal. Developed in 1947, it created a completely new category in
the tea market. It gives a refreshing aroma of leaf and the strong taste of
dust- together in one cup. It is the blend that started the Tapal success
story and many other companies followed Tapal in introducing similar blends.
There is a plethora of companies on the market hammering out Tea for
different segments everyday. Tapal alone has eight sub brands catering to
different needs of the customers. Product choice is vast and customer
switching cost is low; consumers are frequently seen changing their tea and
experimenting with different brands. Product of Tapal have high market
share in their product categories and are consider being market leaders in
some category.
