2009c17 sahiba sachdeva tetley tea

8/8/2019 2009c17 Sahiba Sachdeva Tetley Tea

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Tetley

Tea

2009C17

Sahiba Sachdeva

Integrated MarketingCommunication


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Sahiba Sachdeva 2009c17 Tetley Tea

Contents1. Background ..............................................................................................................................3

2. Purpose ...................................................................................................................................4

3. The targeted profile of the customer ........................................................................................4

4. Long term communication objective for Tetley ........................................................................4

5. Brand personality ....................................................................................................................5

6. Brand Identity ...........................................................................................................................5

Physique: ................................................................................................................................6

Personality:..............................................................................................................................6

Relationship: ...........................................................................................................................7

Culture: ....................................................................................................................................7

Reflection: ...............................................................................................................................7

Self-Image: ..............................................................................................................................7

7. SWOT Analysis .......................................................................................................................7

8. Message Strategy ...................................................................................................................8

Creative Strategy:.....................................................................................................................8

Message Source:.....................................................................................................................9

The Message ..........................................................................................................................9

9. Marketing communications mix ..............................................................................................10

10. Implementation Plan ...........................................................................................................10

Television Ads........................................................................................................................12

The outer packaging ..............................................................................................................13

Billboards ..............................................................................................................................13

Sampling................................................................................................................................14

Merchandise to retailers and institutions using Tetley tea......................................................14

Product placement in movies with young audience................................................................14

Articles in magazines, newspapers........................................................................................14

11. How to get maximum advantage? ........................................................................................15

12. Touch points ........................................................................................................................15

13. Communication plan for partner ...........................................................................................16

14. Evaluation of results .............................................................................................................16


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PRETEST STAGE:.................................................................................................................17

POST TESTING.....................................................................................................................17

1. Background

Tetley, a fully-owned subsidiary of Tata Tea, is the world's second largest manufacturer and

distributor of tea. Owned by India's Tata Group, Tetley's manufacturing and distribution

business is spread across 40 countries and sells over 60 branded tea bags. It is the largest tea

company in the United Kingdom and Canada and the second largest in the United States by

volume.

The Company was incorporated during 1992. Consequent to the formation of the Joint Venture

between Tata Tea Limited and Tetley Group, UK, the business of Tetley Division of Tata Tea

Limited was transferred to the Joint Venture Company during 1994. The paid up share capital of

the Joint Venture Company is Rs. 10 crores, with a 50% holding by each Joint Venture partner.Tata Tea Limited is the largest integrated tea company in the world and Tetley is the second

largest branded tea company in the world and have very strong presence in the major tea bag

markets like U.K., USA, Australia, Canada and Poland. Consequent of the acquisition of Tetley

by Tata Tea Limited during the year 2000 the Joint Venture Company has become a subsidiary

of Tata Tea Limited.

After Tetley was purchased by the Tata Group in 2000, most of its business in Asia has been

integrated with Tata Tea and the company plans to completely integrate its worldwide business

with Tata Tea. The new merged group, Tata Tea Group, is the second largest tea brand in the

world afterUnilever.

The Tetley brand was restaged in the Indian market in December 2004. The highlight of the

restage was the launch of flavoured tea bags in four exciting flavours Masala, Ginger, Lemon

and Earl Grey. Flavoured tea bags are available in packs of 12 tea bags, at an attractive put

down price of Rs. 20 per carton.

The Tetley flavoured tea bag range has been developed in-house, keeping Indian consumer

habits in mind. Tetley is the first brand to launch Masala and Ginger tea bags two very popular
http://en.wikipedia.org/wiki/Tata_Teahttp://en.wikipedia.org/wiki/Teahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Tea_baghttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Tata_Teahttp://en.wikipedia.org/wiki/Unileverhttp://popsop.com/wp-content/uploads/tetley_tulsi_lemon.jpghttp://en.wikipedia.org/wiki/Tata_Teahttp://en.wikipedia.org/wiki/Teahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Tea_baghttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Tata_Teahttp://en.wikipedia.org/wiki/Unilever


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Indian flavours. Keeping in mind that most Indians like milk in their tea, Tetley tea bags were

customized to allow this, yet ensure that the consumer got a strong cup of tea.

2. Purpose

The focus of the document is the Brand building of Tetley as a Brand through integrated

marketing communications program. The Brand is fighting for market share with numerous other

tea brands in India including the Tata Tea. With the brands reintroduction in India in 2004 , It is

imperative for Tetley to build its brand effectively in the minds of Indian consumer for its survival

and future growth.

3. The targeted profile of the customer

Tea as a product is used in India since centuries. It has been part of the daily routine numerous

Indians. The product however offered by Tetley in India is however different than the traditional

tea. It comes only as tea bags and comes in different flavors. This is to attract a different user

group among the tea consumers.

The target segment is the tea and coffee drinkers in the age group of 20- 45 years. These are

not the traditional tea drinkers and would like a different taste to their regular tea. Also it is

targeted to the on the go generation who would rather use a tea bag than make the tea in a

traditional way (i.e. boiling of tea leaves). To cater to this variety seeking target group Tetley tea

has 6 different flavors which include a mix of international flavors (like earl grey and lemon) and

Indian favorites (like masala, ginger, tulsi).

4. Long term communication objective for Tetley

The overall long term communication objective for Tetley is influence customer to think that

Tetley is a beverage to be enjoyed by the young people who like a twist in their routine. An

extension of this objective would be to occupy a unique and distinct brand position in the minds

of the consumers such that for every time they think of a good and flavored tea they think of

Tetley.

However since the branding of the product has not been done well since its launch there is low

brand recall and awareness. Thus the Objective of the this communication plan is two pronged:

To increase Brand Awareness

To improve Brand Attitude


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5. Brand personality

The brand personality gives the brand a human face. It defines how the brand would be if it

were to be a human. The brand personality of Tetley tea is that of a young energetic 20s

something who like common things differently. He is different from the rest and likes variety.

Cheerful, spirited and upper-class define Tetley Tea personality in India.

6. Brand Identity


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Physique:

It talks about what the product is, what does it do, how does it add value to customers, how

does it fill up the gap in the market. The physique of Tetley is a tea product that offers variety in

taste through its different blends.

Personality:

Brand Personality is the way in which the brand speaks of its products or services shows what

kind of person it would be if it were human being. This helps in aligning the product with the

target customers. Tetley tea has the personality of a young energetic upperclass male.

Quality Tea, variety in taste Young, energetic, upper-class

Friendly, excitingSensitive to customer needs, adaptive,

global

Upper class, nontraditional, quality

conscious

Appriciates variety and quality,

always on the go


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Relationship:

Brand relationship defines the relationship which a brand has with its user, for the Tetley these

characteristics are friendly and exciting.

Culture:

Brand Culture is the set of values brand stands for often imbibing the land of its birth. Theculture facets refer to the basic principles governing the brand in its outward signs like products

and communication. Sensitive to customer needs, adaptive, global are the values that Tetley

stands for. Its unique tea bags that allow for milk in the tea show that it is adaptive to the needs

of the customer. Its Varieties that it keep son adding shows its adaptive to the tastes of the

consumer and its global flavors and brand name shows its global culture.

Reflection:

Another aspect of brand identity is consumer reflection. Consumers can easily define what

goods of a particular brand are produced for a particular type of consumers. It reflects the

consumer image. So every Tetley tea drinker should imagine itself to be upper-class,

nontraditional and a quality conscious tea drinker.

Self-Image:

Brand is closely related to the understanding of consumer self-image that is the features with

which consumers identify themselves and the very same features they would like to be reflected

by the chosen good and its brand. In case of Tetley tea those who are always on the go and

dont like traditional cumbersome way to tea will be attracted. Also it is for those who like quality

products and appreciate variety.

7. SWOT Analysis

Strengths:

High brand equity in the world market.

An old and established brand in UK, and US with presence in 65 countries world wide.

Part of Tata group in India, hence enjoys the respect and trust given to all the Tata

products.

Enjoys the benefits of distribution networks set up by Tata tea and hence gets wide

coverage.

Caters to the flavored tea market which is a huge gap in Indian market.

Has a convenient packaging though use of tea bags and a SKu size containing 20 bags

only.

Weakness:


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Does not have a very strong brand recall in India

Has not done any recent branding activities and is hence not have a clear brand image

in the minds of the customer

Due to its availability in only tea bags has lost out on huge segment of tea drinkers that

may want different flavors but like to boil their tea leaves.

Opportunities:

A lot of coffee drinkers are shifting to flavored teas due its health benefits.

With large young and working people the need for tea bags as a form of tea is increasing

Tea is again gaining popularity with the youngsters with the advent of tea bars and tea

joints serving different flavored tea.

Iced tea is gaining in popularity as a cold beverage in India.

Threats:

Need to compete with a lot of established brands that already exist in India.

Competition from global players that are exporting to India and are looking to enter the

market with flavored tea itself.

8. Message Strategy

In determining the message strategy, management searches for appeals, themes, or ideas that

will tie into the brand positioning and help establish points-of-parity or points-of difference.

The message strategy for Tetley Tea in India would be to establish itself as the tea of the upper

class and the younger generation. This would involve touching the self esteem needs of the

customer.

Creative Strategy:

Communications effectiveness depends on how a message is being expressed as well as the

content of the message itself. Creative strategies are broadly classified as involving either

informational or transformational appeals.

The communication is to bring forth the presence of the Tetley tea in the tea bag section. It will

also look to establish the brand in the in the minds of the customer as a young and upper-class

Brand. The informational part of the communication would restrict itself to the fact that it is

flavoured tea in 6 different flavours. The communication content would involve the following :

Tag line : Chai mein Twist , toh Life mein Twist


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Logo :

Flavors Available : Elaichi, Ginger, Earl Grey, Masala, Tulsi& lemon

And in case of visual Advertisements: presence of the product package clearly visible.

Message Source:

The message will be delivered by two young faces. However not two recognizable faces. A

male and Female of age group 25- 30, with affluent and educated background. This is to

connect with the young audience. The models would then be made the face of Tetley tea in

India and be used for all mediums of Communications.

The Message

The communication message would be divided into Two phases:

PHASE I : This phase would deal with creating awareness about the brand and the product it

represents at the most basic level. This means the first leg deals with communicating that

Tetley is a tea brand

Tetley is for the new generation

It gives you flavored tea

PHASEII : This phase would fine tune the brand image in the minds of the consumer, through

messages as follows:

Tetley tea is no hassle, taste enhancer tea bags

It is gives you a large variety to choose from

Its not for the masses but the classes


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9. Marketing communications mix

The objective of all the communication through various channels would to increase brand

awareness. The channels used are selected on the basis of their ability to reach out to the

target audience of young tea drinkers.

The communication channels used for the delivery of the communication will involve the

following:

Advertising: the advertisement would include the use of print and Tv ads, outer packaging,

billboards, Internet and social media, display signs, point of purchase display signs, pamphlets.

Sales promotion: Sampling, merchandise to retailers and institutions using Tetley tea.

Events and Experiences: Product placement in movies with young audience, Articles in

magazines, newspapers on the emerging tastes in Teas.

10. Implementation Plan

Print Ads

The main aim would be to increase brand awareness through it. It will be placed in leading

newspaper dailies and magazines. The news papers being:

Times of India

Hindustan times

The Hindu

Hindustan

DNA

Indian Express

Daily Mail

The regional and non English dailies wont be considered as they would not reach the target

audience. The magazines that will be used for print Ads would be:

India today

Femina

Good house Keeping


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Housemakere

Outlook

The frequency of the Ads in the newspaper would be once a week for a 2 month period. And all

the issues of magazines that come out for those two months.

The print Ad for the first stage shall be on the following lines:


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Phase 2 Print Ads

Television Ads.

The television Ads will be given in various popular channels at prime time. The Ads like the printAds will be rolled out in two phases as discussed above. The first Ad is to be aired for 10 days

during prime time. The second Ad is to be aired 15 days later again for a period of 10 days at

the prime time slot. The channels that will be tapped are:

Sony, Star, Zee, Colors, Star world, Set max, Pix, HBO.

The message of the first phase will be conveyed through depiction of young doing the same

things as their parents did but with a twist. This would be to bring out the image of Tetley as a


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tea of the young who like it different. The fact it is for upper class people will be brought out

subtly through the look and the feel of Ad and the set up used for it.

The message of the second phase of the Ad would be conveyed through similar environment

but now stressing on how the new generation likes to make tea in a new way and likes variety

unlike the older generation.

The outer packaging

The outer packaging of the product will be also conveying the idea of it being a young and upper

class brand. For this vibrant colous and visuals will be used. Also it will carry the tag line Chai

mein twist to life mein twist. Further the package will also have a picture of the tea bag on the

back of the package to show the innovation of tea bag in a circular form. This will allow to seep

through the idea that the Brand stands for customer convenience and need fulfillment. Also the

package shall use the TATA brand logo to leverage on the trust and quality that the TATA

stands for. This will also convey Tetley to be a quality product.

Billboards

Road side advertisement will take the form of road side billboards which would be displayed at

prime locations in the tier 1 cities conveying what the brand stands for. The bill-boards will

display the Tag line and the product image along with logo. This will be to increase the brand

awareness and recall of the Tetley tea.

Internet and social media

The website will be launched that will have the latest on the product and offers, Ads and

feedback option. This will also be designed with a young look and with links that may be of

interest to young tea drinkers. This could be done through a Special Section where health Facts

related to tea are discussed and posted. Also a section for different ways to drink Tetley

flavoured tea may be created.

Display signs, point of purchase display signs, pamphlets


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All of these advertising tools will be used inside or near the retail store. This is to increase the

brand awareness of the customer and not only the consumer. Also this will ensure the Brand

awareness as a tea brand increases in the minds of the customers. All will be pushed to

increase the visibility of the brand at the retail outlets to increase the trial of the product.

Pamphlets/ posters will kept at all retail stores for 4 months starting a month prior to airing of the

TV and Print Ads. Display signs near the retailer and point of purchase display signs to ensurethe Brand remains visible to the customer purchase period.

Sampling

Samples to be given during the first 15 days of the Communication campaign. This will be give

in malls and Cineplexes in major cities. This is to allow for trial and to make a connect with the

product that they see during the communications campaigns across media.

Merchandise to retailers and institutions using Tetley tea

This will entail giving paper and glass cups to outlets selling Tetley tea.

This can be used specifically in case of Office Cafes, cineplexes, tea

bars, etc. the cup would of Blue colour used for the packaging along

with logo of Tetley tea and the tag line.

Product placement in movies with young audience

This will entail having the characters drinking the Tetley tea in the movie. The movie selection

will be based on the youth appeal of the movie and the economic background of the character.

Also movies with popular actors should be used for the same.

Articles in magazines, newspapers

To increase the trend of flavored tea and to increase the brand association and awareness

articles on the emerging tastes in Teas or similar themes should be sponsored in magazines

and articles. Again the magazine and the newspaper type will as mentioned earlier.


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11. How to get maximum advantage?

The central theme of Tetley as a brand as already explained in the brand personality and the

brand identity sections previous stand for a brand that gives high quality tea for the young and

upper class with a variety of flavours. All the communication mix elements will have synergy in

spreading this message about the brands. Care will be taken to ensure that irrespective of the

communication mix elements used, the message remains the same across all categories.

As the target group of the Tetley customers include upper class, upper middle class, the forms

of communications and the choice of words in these various communication media must be

appealing to these consumer categories. Especially in the case of upper class, care would be

taken as to not to promote the brand as a one of the many available which may discourage

these consumer categories from associating with the brand.

Also, care would be taken that all elements of brand building exercise appearing in the correct

sequence with awareness followed by sales promotion followed Events and Experiences efforts.

12. Touch points

Promotions These will be the primary touch point for a customer. During promotion activities,

the consumer will be most aware about Tetley, where no extra effort will be required by the

consumer to gain knowledge.

Friends These are touch point which can be very effective in promoting about the company

and its products. So Tetley should try and create word of mouth publicity so that they in turn can

pass on the word about the new entrant.

Events These can also be a source of touch point with the customers, but will not be that

frequent, because these will be either yearly, half-yearly and so on.

Media Media can also act as a touch point, though most of the information will be what they

perceive is correct, however Tetley can go ahead and through press releases and conferences.

Company Website This can be called a secondary touch point, as if only a customer is willingto know about the company, will he be making an effort to know about the company or product.

Point of purchase advertising - The use of floor graphics, clip strips, shelf talkers and various

floor-standing merchandising vehicles. While traveling throughout the retail environment, the

shopper might see strategically placed temporary, semi-permanent or permanent POP

advertising merchandising vehicles. At the checkout register, the shopper might get additional

Tetley advertising exposure in the form of a plastic counter display.


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The purpose of this exposure plan is to dramatize the consumer exposure the Tetley brand

could achieve with an advertising campaign incorporating a well-designed POP strategy, both

within and outside of the traditional retail environment. The unprecedented level of consumer

impressions of the Tetley brand that could be captured in this manner would become a driving

force behind the Tetley strategic advertising plan.

13. Communication plan for partner

Retailers They are important source of information and an important partner in the

communication plan, hence it is important that they are given all information necessary. The

would be given the display signs and Posters to be put up in the retail space.

Institutions and Cineplexes where merchandise is used Since this is where the customers

will be buying the prepared tea it will be important that these places have correct infrastructure

to make tea properly. Also it is important that the product is correctly branded in these spaces.Also the merchandise given to them should not be used for any other brand of tea or for any

other purposes. Proper care will be taken to ensure that.

Customers These people will be the one who will be communicating with the outside world

about Tetley and hence be treated with proper care.

Media They can be a major help to build a brand and should also be informed about any

news, through a press conference or press release, so that no false news goes in the market.

14. Evaluation of results

The evaluation of the campaign will be based on how well we reach our target market and

achieve our communication objectives. This would begin at the Pretesting stage and would

extend up to post test stage. Before we begin our evaluation exercise we would define:

Measurements relevant to objective:

The measurements that we intend to undertake should be relevant to our communication

objective, to increase the brand awareness. Hence all measurement should be to judge whether

this objective has been satisfied.

How results will be used:

In case the Pre Testing reveals- In concept tests that the campaign doesnt have a good

concept, it should be tested in multiple FGDs and then on repeat performance be considered for

revaluation.

Pre testing comprehension should be up to the desired level; else it would defeat the very

purpose of communication.


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Portfolio tests and juries comments should be taken seriously and if possible be quantified to

certain extend.

Post testing is equally important and the desired level of recall should be fixed. In case the recall

level is not meeting the expectations, campaign should be subject to immediate evaluation and

may be recall.

Multiple measurements:

To avoid the effects of consumer bias, halo effect etc. multiple measurements should be

undertaken, both in the pre and post testing stage.

PRETEST STAGE:

Concept testing through Focus Group discussion:

The testing of concept of tea with a flavored twist and younger generation like variety in their tea

would be done through FGDs involving sample of intended target segment.

Comprehension and reaction tests:

Would involve groups of target segment consumers who would be shown the ad campaign and

asked for their comprehension of the Ads both print ads as well as broadcast media.

Consumer juries:

Consumers of the intended age group 20-40 yrs would be made jurors to obtain their views

about particular ads.

Print ads: portfolio tests

The entire portfolio of print ads which would revolve around quality flavored tea campaign would

be put forth for consumer evaluation.

POST TESTING

Recognition:

After the campaign has been launched, consumers would be asked about their recognition of

the ads in different scenarios.

Recall tests:

To check whether the consumer is able to recall both the ads as well as Tetley product, recall

tests would be conducted. Typical questions would involve the recall of ad on hearing a specific

jingle or visual.

Day after recall:

The ad campaign day after recall would be measured.

2009c17 sahiba sachdeva tetley tea

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