Tetley

Tea
Integrated Marketing
Communication

2009C17
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Sahiba Sachdeva
 Sahiba Sachdeva 2009c17 Tetley Tea

Contents
1. 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
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13. Communication plan for partner...........................................................................................16

14. Evaluation of results.............................................................................................................16
 Sahiba Sachdeva 2009c17 Tetley Tea

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 after Unilever.

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.
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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
 Sahiba Sachdeva 2009c17 Tetley Tea

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 brand’s 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

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• To improve Brand Attitude

 Sahiba Sachdeva 2009c17 Tetley Tea

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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 Sahiba Sachdeva 2009c17 Tetley Tea

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

Sensitive to customer needs, adaptive,

Friendly, exciting
global

Upper class, nontraditional, quality Appriciates variety and quality,

conscious always on the go

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.
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 Sahiba Sachdeva 2009c17 Tetley Tea

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. The
culture 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 it’s 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
don’t 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
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only.

Weakness:
 Sahiba Sachdeva 2009c17 Tetley Tea

• 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 :
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Tag line : “ Chai mein Twist , toh Life mein Twist”

 Sahiba Sachdeva 2009c17 Tetley Tea

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 Page16

 Sahiba Sachdeva 2009c17 Tetley Tea

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
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• Femina

• Good house Keeping

 Sahiba Sachdeva 2009c17 Tetley Tea

• 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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 Sahiba Sachdeva 2009c17 Tetley Tea

Phase 2 Print Ads

Television Ads.

The television Ads will be given in various popular channels at prime time. The Ads like the print
Ads 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.
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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
 Sahiba Sachdeva 2009c17 Tetley Tea

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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 Sahiba Sachdeva 2009c17 Tetley Tea

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 ensure
the 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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 Sahiba Sachdeva 2009c17 Tetley Tea

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 willing
to 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
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advertising merchandising vehicles. At the checkout register, the shopper might get additional
Tetley advertising exposure in the form of a plastic counter display.
 Sahiba Sachdeva 2009c17 Tetley Tea

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 doesn’t have a good
concept, it should be tested in multiple FGDs and then on repeat performance be considered for
revaluation.
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Pre testing comprehension should be up to the desired level; else it would defeat the very
purpose of communication.
 Sahiba Sachdeva 2009c17 Tetley Tea

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.
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Day after recall:

The ad campaign’ day after recall would be measured.