Tetley Tea Alternative Advertisement

Only available on StudyMode
  • Download(s): 108
  • Published: October 8, 2010
Read full document
Text Preview
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 consumption. Tea in Pakistan

Headlines

Tea values sales increase by 50% in Pakistan, reaching PKR49.1 billion in 2009, while total volume sales grow by 6% Price increases overshadow all other tea-related news in 2009 Black standard tea bags post the most positive value growth rates in 2009, increasing by 58%, albeit from a small base Unit price increases by 43% in 2009

Tapal Tea (Pvt) Ltd leads tea in 2009 with a 35% value share; it is followed by Unilever Pakistan Ltd on 26% Tea is expected to see total volume sales grow at a CAGR of 3% during the forecast period

Trends

Tea is an important part of Pakistani culture and is used in social settings. It is widely available and is commonly drunk throughout the country and, as such, it dominates hot drinks. It is traditionally served at both family meals and to guests and is considered a basic necessity in almost every household. A number of new brands have entered the competitive environment (Unilever Pakistan Ltd’s brand, Lipton, has introduced rosehip peach tea, while Tapal Tea (Pvt) Ltd has introduced mint tea) offering different varieties and, as a result, competition has increased significantly. Black tea is the most popular category by far, while green tea is growing in popularity, particularly among middle- and upper-income consumers. Total volume sales grew by 6% in 2009, which, while relatively strong, was lower than the volume CAGR seen over the review period as a whole, at 8%. Price increases were largely responsible for the slowdown in total volume sales growth. Black standard tea bags saw volume sales rise by 8% in 2009, with sales primarily driven by the convenience trend, though the effectiveness of the key producers’ marketing strategies also played a part. Sales, however, were from a particularly low base. Tea, as a staple in Pakistan and one that is consumed on a daily basis in an off-trade setting, has achieved extremely wide distribution in Pakistan, with the vast majority of retailers, both...
tracking img