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Tetley Tea Alternative Advertisement

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Tetley Tea Alternative Advertisement

Page 1 of 39
Contents
Executive Summary3
Tea in Pakistan4
Headlines4
Trends4
Competitive Landscape5
Prospects6
Category Data8
Company Snapshot11
SWOT ANALYSIS FOR TETLEY13
Buyer Analysis16
Brand Loyalty16
Demographics16
Consumer awareness16
Factors related to Consumer Behavior:-16
Who buys the product?17
Market segmentation18
Target Market18
Market Segmentation Basis18
Demographics18
Age18
Education18
Income18
Use Situation19
Use Related19
BENEFIT19
Goals19
Selection of Goals20
Positive Motivation20
Rational vs. Emotional Motives20
Success and Failure Influence20
Substitute Goals21
Arousal of Motives21
Maslow’s Needs21
Attitude Formation of Tetley21
Consistency of Attitudes21
Personality and Consumer Behavior22
Consumer Perception22
Competitive Review23
Unbranded Tea23
Tapal23
Lipton23
Supreme24
Vital24
Message Strategies24
Media strategies24
CRITICAL ANALYSIS OF TETLEY26
OUR PROPOSAL27
POSITIONING STARTEGIES28
BUDGET ALLOACTION29
MEDIA RECOMMENDATIONS30
MEDIA PLAN31
Message Strategies32
Promotional Mix34
ANNEXTURE35
A1 – Story Board35
Locations36
A2: Radio Script40
A3: Print Ads41
APPENDIX43

Executive Summary

The objective of this report is to analyse the current or previous advertisement campaigns of Tetley Tea. Also we aim to recommend and justify a new advertisement campaign. The ultimate objective for all of this detailed analysis is to apply the concepts studied in the course of Advertising.

This report covers the current trends related to tea, industry overview, company overview, SWOT analysis of Tetley, buyer analysis and market segmentation. A detailed discussion about the previous and recommended advertising campaign for Tetley is also part of the report

Also attached is the complete storyboard of the recommended advertising campaign and an article regarding Pakistan’s tea...