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Why Tetley Fails in Pakistan

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Why Tetley Fails in Pakistan

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CONTENTS

Introduction
Competitive Review of famous brands
* Unbranded Tea
* Tapal
* Unilever (Lipton and Supreme)
* Vital
Marketing Mix Analysis
* Product
* Place
* Promotion
* Price
SWOT Analysis of Tetley Tea
* Strengths
* Weaknesses
* Opportunities
* Threats
Buyer Analysis
* Brand Loyalty
* Demographics
* Consumer Awareness
* Positive Motivation
* Rational vs. Emotional Motives
* Success and Failure Influence
* Substitute Goals
* Arousal of Motives
* Maslow’s Needs
* Attitude Formation of Tetley 
* Consistency of Attitudes
* Personality and Consumer Behavior
* Consumer Perception
Tetley’s Areas of Improvement
Recommendations for Tetley

INTRODUCTION

In 1837, two brothers, Joseph and Edward Tetley started to sell tea and became such a success that they set up as tea merchants. In 1856, in partnership with Joseph Auckland, they set up "Joseph Tetley & Company, Wholesale Tea Dealers". Joseph Tetley and Co tastes success. Business was good and the company grew. As well as selling tea, Joseph Tetley & Co also began to blend and package it. In the 1880s they began to sell tea to the United States of America, and started to bring ideas back; one of these was the tea bag.

Tea was rationed during World War II, it was not until 1953, just after rationing finished, that Tetley launched the tea bag to the UK and it was an immediate success. The rest, as they say, is history. The tea bag had captured the public’s imagination and desire for convenience.

Within 10 years it revolutionized how Britons drank their tea and the old fashioned tea pot had given way to making tea in a cup using a tea bag.

Since the 60s, Tetley has continued to develop people’s love of tea drinking by introducing innovative and exciting ideas in many different countries. In 1989 we launched the round tea bag, latching on to the fashion to drink tea in a mug, rather than...