Kingdom, where Tarang Rules

Tarang Vs. CupShup

Eid is over, and now we are expecting a tough war between Tarang and CupShup. CupShup and Tarang belong to the category of Liquid Tea Whiteners, and they both target the middle-class and low middle-class customers. The latest entrant, Dalda’s CupShup, doesn’t know that it has entered the Kingdom where, Tarang is the Ruler.

Over the period of years, Tarang has positioned itself as a cheap alternative of milk in tea. The bright colors, endorsement of unattractive film actors, bracing music, traditional dance and everything, that can attract the uncultured community of Pakistan, comes to our mind when we hear the word Tarang.

On the other hand, CupShup targeted the customers who are family oriented, struggling for a better standard of living and are more learned and aware.

Tarang is targeting the community that we want to get rid of however; CupShup is targeting the families who are struggling for a better life. Moreover, Tarang’s customers want a little more at a lower price whereas, CupShup’s customers want better quality at low cost.

The two brands are focusing on the same class but the mindset of the customers is different. Tarang once enjoyed high sales revenue when it released the Fawad Khan's TVC but, now it seems like the brand manager is ready to lose some market share.

On the contrary, CupShup is crafting a different image. The strategy of giving better to those who cannot afford, is a clever idea but still Chup Shup will have to fight a long Brand War. 

A new entrant is not always welcomed by the competitors, and we have the example of Shoop Noodles, that due to its awful taste and tough competition could not build a strong image in consumer’s mind therefore, Knoor and Maggi Noodles remained everyone's favorite.

Let’s see how it goes now. CupShup has just entered the school while; Tarang has mastered the art of selling white liquids.

CupShup's Facebook Page: https://www.facebook.com/daldacupshup?fref=ts