Branding Aspects of Tapal

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.