Tea in Pakistan
SWOT ANALYSIS FOR TETLEY
Factors related to Consumer Behavior:-
Who buys the product?
Market Segmentation Basis
Selection of Goals
Rational vs. Emotional Motives
Success and Failure Influence
Arousal of Motives
Attitude Formation of Tetley
Consistency of Attitudes
Personality and Consumer Behavior
CRITICAL ANALYSIS OF TETLEY
A1 – Story Board
A2: Radio Script
A3: Print Ads
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
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
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...
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