Brand: Tetley Tea

Team Minjas Karishma Vaidya

Swati Viswanathan Mrinaal Deshpande

Nipurn Agarwal

1

Tetley Tea Tetley is a wholly owned subsidiary of Tata Global Beverages. It dominates the tea bag category with market share of 56% currently in India and is the first to introduce flavoured and green tea

Business Objective: To increase market share in the packed (tea bag) category

Marketing Objective: To induce consumption of tea through category adoption (tea bag) and habit formation

Current Communication: ‘Chai mein twist. Life mein twist’ till 2011. Currently their communication is ‘Free Your mind... That’s Tetley!’

Communication Objective: To generate awareness about Tetley’s variety of flavoured tea as a healthy and convenient alternative to the usual tea

Task Map:

Current Desired

Do

I either don’t drink the office tea and have to

make do with the alternative available or go

down to the chai stall

I prepare my own tea as per my

flavour, choice and needs

Think

Feel

Believe

I feel office tea is not favourable as per my taste

buds/flavour so I have to compromise on my

tastes

I can make my own customized

combination that suits my

requirements, conveniently

Target Audience SEC AB, 25-35 years, Males and Females

Behavioural and Consumption: Non users who have tried tea bags but are not aware of flavoured tea bags. Consumption is low; heavy tea drinkers but medium tea bag users

Psychographics: Lifestyle - Working professionals who live a stressful and busy life

Attitude/Interests - Health is of utmost importance, they are active and don’t compromise on their body and health. They are open to new experiences, are smart go-getters

Needs: They feel they deserve to get their choice and don’t want to stick to just alternatives. Convenience and hygiene is of utmost importance to them.

Purchase Occasion – Anytime of the day Mainly Weekends, more consumption during winters

Lifestyle Measures – Use and own high end/ expensive durables and products such as smartphones, laptops, cars etc

Core Media Strategy A balance between

Awareness (imagery) and Experience as key matrix

A journey from awareness to Loyalty A mix of Ad Exposure – Considering the convenience, purchasing

the brand, and being loyal is the way out

DISCOVERY CONSIDER PURCHASE

Ad exposure Brand Trial Brand Experience

Phases

Create maximum awareness of the brand

with Wellness & Convenience

Campaign Flow

Awareness Consider Advocacy

At this stage the consumer needs to try the brand and consider the brands benefit

Leverage the Earned media Media

Objective

Task

Use mass media like Magazine, OOH, Radio,

Digital and Social Media

Activation at corporate gyms, yoga centers,

canteens, joggers park

Social media response should be

leveraged

Reach at least 50% of the TG to experience the brand

Purchase

Purchase the brand and experience it

Retail activations, Bundling of flavors,

POS

Phase I Rationale

• Magazines will have advertorials and health articles about the wellness and convenience of the black and green tea bags

• Magazines like Health and Fitness will carry sachets of different flavours Print

•Banner and pop up ads on Youtube

•SEO on sports and news related websites like ESPNCricinfo.com, HighHeelsConfidential.com, Zapak.com Openthemagazine.com etc.

•These ads will be shown between 3:30 pm - 4:30 pm #chaitimewithtetley

Digital

Objective: Convey the benefits of tea bags as “Wellness and Convenience”

•Peak hours of morning and evening 1 min slot on Radio Mirchi will be named as ‘Chai Time withTetley’

•The RJ will talk about Tetley tea which he is having at the station and advocate about the refreshing experience

Radio

OOH •Hoardings, Bus shelters, Cab branding will have Tetley Tea

advertisements

•Product placements like tea mugs next to news anchors

•Office canteens will have Tea bags of different flavours for 2 weeks

Consumer interact with every step of this media awareness stages and is targeted when he is in the frame of mind to have a cup of tea that refreshes him

Phase II Rationale • Black or green Tea will be served by trainers to these

corporate professionals post their Gym, yoga session

• This will be done for a week Activation

Trials will lead to Purchase phase. During purchase phase in-store promotions will be the main drivers

Advocacy: Consumers would then talk about the experience with Tetley tea bags on social media sites like Twitter, Facebook where #ChaiTimeWithTetley

and Fans club will be leveraged

• Collect data of people who use corporate Gyms and Yoga Centre i.e. their mobile numbers and names

• Send a SMS between 4:00 - 4:30 pm which says ‘Free your mind...That’s teltley’ #ChaiTimewithtetley

Mobile

• Special shelf for Tetley Tea Bags

• Bundling of two flavours with price rebates

Retail Activation

Budget

Campaign Effectiveness

•Print + Digital +Radio + OOH will help reach the Target Audience while they are in the process or mindset of having tea • Activation +Retail activations+ In-store promotion which will lead to the act of purchase

Medium Specification Budget Week 1 Week 2 Week 3 Week 4 Week 5

Print- Magazines 5 Health Magazines + Sachets 3000000

Digital + Social Media

Banner, Pop-outs, SEO, leverage Social

media response 500000

Radio Integrated content with Radio station

Radio Spot ads Morning & Evening slot only

OOH Hoardings, Bus Shelters, cab Branding 3000000

Activation

Trials in Corporate Gyms & Yoga

Centres 500000

Retail Activation Shelf space activation and Bundling 500000

Mobile SMS campaign 50000

In-Store Promotion Danglers, POS 100000

9150000Total Budget

1500000

Activity Calendar

Thank You