Abstract:
The historical evaluation of marketing is not only interesting , but it also provides
important insights as to why marketing is the why it is in the decade of the 1990s
Although simplification , from the industrial revaluation in the 1810S until the 1950s ,
marketing emphasized two activities mass production and efficiently produce delivery .
The heroes of the 1800s were larger than life financiers and empire builders, such as
Morgan, Rockefeller and Carnegie, who built enormous factories to make new products
and transportation networks to deliver the product. This was followed in 1900 by the
geniuses such as Ford and Watson who opened the door to mass production with new
technologies. By the late 1950s the initial stage had been satisfied and the economy had
begun to shift , yet production oriented companies sought to maintain profitability by
either taking cash out of the manufacturing process of selling more product . . Many
business historians posit that it was not until late 1980s that the marketing concept was
truly embraced by business `
The word Market originally meant the place where the exchange between seller and
buyers took place . The term has taken on several additional meanings. To day we speak
market as either a region where a goods are sold and brought or particular type of buyer. .
The term buyer or seller are not paired at random but rather are engaged in negotiation
because each ahs evaluated the likelihood that the other will be able to satisfy his or her
needs and wants. Marketing can be described as the process of defining, anticipating,
creating and fulfilling customers needs and wants for product and services.
Marketing defined as a social and managerial process by which individuals and groups
obtain what they need and want through creating and exchanging products and value with
others.
Tapal's Danedar is modern marketing system , Marketing involves serving a market of
end user in the face of competitors . Tapal's Danedar are strongly customer focused and
heavily committed to marketing . The company share and absolute dedication to
understanding and satisfying the needs of the customers in well defined target markets .
The company motivate every one to produce superior value for their customers , leading
at high levels of customer satisfaction
Our study is to carry out an in depth analysis of Increasing Market share of Tapal family
mixture" in Islamabad and the success story of Tapal Tea in Pakistan vis-a-vis its
competitors, with a view to analyzing the application of various marketing concepts. In
the course of our study, extensive research has been made including company and
consumer surveys, available literature and interviews. The reasons contributing to the
Tapal Tea success is its innovative launch, extensive marketing and distribution networks
and heavy capital investment. At present it is the Market Leader.
Although it is currently the market leader, yet competition between the brands is
becoming tougher. Most of the Tapal Tea strategies have been imitated by its competitors
in pursuit of larger market share.