Tea is the most popular drink in the world. As everybody already knows, the tea has a great importance in the UK market.In fact 157.280 tons of tea are imported in the UK, that is the 48.8% of all the import of tea in Europe.It seems that in England 165.000.000 cups of tea are drinked every day. In average, each British drink 5 cups per day, for a total consumption of 2.5 kg of tea per year.
The tradition of the afternoon party was 'invented' by Anna Maria, the wife of the seventh Duke of Bedford.Since Victorian times Tea was a necessity and a luxury. Tea was flexible enough to accommodate and to mark subtle differences in social status, to mediate these differences betweenindividuals, and to serve as a shared cultural symbol within England. Every social class has its own special preparation of tea. The tradition of making tea is connected to the family education and it goes from generation to generation. It is related to ownsocial status and this seems to be very important for British people.The afternoon party was also an important occasion of socialization.Moreover, the tea preparation is extremely regulated by some social rules. Even George Orwell wrote an essay about the golden rules to make the perfect cuppa. In an afternoon party there are many details to think about, like the right teapot, spoon and cup to use, in which order put the milk (before or after the tea), the correct position at the table and other rules of etiquette.
The competition in the UK market is pretty strong. Two kinds of competitors can be found, an indirect and a potential indirect.In terms of indirect competition, we have Tea Bags and Loose Tea, while for the potential indirect competition we will find competitors such as: Tpresso and Ne-Cap. Tpresso is a brand developped by a Swiss-based company for the Chinese market, high priced and available only on line or in China.Ne-Cap is a brand producing empty pods that can be filled either with tea leaves or coffee (works only on Nespresso machines)
Updating – link to innovation and new technologyTea brewing- we do not change the tradition because it is part of the british image and culture but only makes it easier for people to consumer good tea in no time.
The two magazines- general target audience- 28- 55 female and male.The magazines- most of them target our core target- active and dynamic women.Also titles like Wallpaper, Ideal Home and the Economist- more general target who might be interested by new technology and home decoration.
Digital Universe- the only way to purchase the machine.
Series that are watched by our target.
Pop Up store opening on the 16th of September.Special Tea Party Invitations in the form of tea spoon will be send 2 weeks before the event to influential journalists. Information provided for the technology of the machine, usage and advantages. We we also invite famous bloggers who have entertainment and lifestyle blogs such as London Is Cool and Shiny thoughts.One week reminder for the event.Tea Party – 4pm , journalists can experience the British tea tradition through the perfection of Special T machine. We will invite them to a cozy atmosphere where every detail matters.
The Pop Up Store will be located on a Pedestrian Area in the heart of London- St. Christopher,splace W1. Small Flesh-details in a form of a tea spoons will lead customers to the location.This place is specially chosen because it is located between two department store- Debenhams and Selfridges.
The Pop Up store will be transformed into a tea house where visitors can learn more about the British Tea Tradition. People can also experience the variety of tea prepared by the Special T machine. The machine is the link between Tea tradition and modern society. Special attention will be given to details that are connected to the British Tea Preparation.The decoration of the store will be provided by our partner- Selfridges&Codepartment store.
Special t final
OUR TEAM ANNE CAMILLE ALEXANDREALEXANDRAANNE LAURE JEREMIE RUBEN YOANA
SUMMARY• The context • Creative concept• The UK market • Creations• Competitors • Digital strategy• Problematic • Media planning• Objectives • BTL strategy• Target audience • Calendar• Positioning • Budget
THE CONTEXT is Special.T? what- Pioneering tea machine based on a system of single-servingcapsules, signed by Nestlé.- Brew time and temperature regulated according to each of the 25different capsules.- Exclusively distributed online.
THE CONTEXTlaunch in France theA sensorial world of serene beauty and excellencetravelling, through the enchanting tea worlds David LaChapelle
UK MARKET the second largest one in the world 2.5 Kg per year/person157.280 tons imported, 46.8% of EU import 165.000.000 cups per day 5 cups per day/person
UK MARKET consumer behavior- 88% of people over 65 y.o. drink tea, thepercentage drops to 73% for younger (15-34y.o.) adults.- Young people prefer herbal and flavoredteas than traditional ones.- Tea tends are more popular among women(59%) than men (49%).- 90% of people uses tea bags.
UK MARKET afternoon tea party SOCIAL STATUS EXTREMELY REGULATED SOCIALIZATION
MED A PLANNING digitalCommercials broadcasted before specific VOD and TV on demand showITV player, Demand 5 (Channel 5), SKY player
PRESS LA NCHPop Up store opening on the 16th of September 2012Special Tea Party Invitations in the form of Usb stick spoon2 weeks before the event.Influential journalistsand bloggersOne week reminderTea Party – 4pm
POP-UP STORELocation- Pedestrian Areain the heart of LondonSmall Flesh-details leadingto the store.
POP-UP STOREThe Pop Up store transformed into a tea house.Experience the variety of tea prepared by the Special T machine.Attention to details.Partnership with Selfridges&Co.
AMBIENT MARKETINGMini tea gardens near tubestations=> Create buzz Mind the details
CA ENDAR Tasks September October November December 1st - 8th- 16th- 24th- 1st - 8th- 16th- 24th- 1st - 8th- 16th- 24th- 1st - 8th- 16th- 24th- 7th 15th 23th 30th 7th 15th 23th 31th 7th 15th 23th 30th 7th 15th 23th 31thPress invitationsPop up storeopeningNewspapersMagazineDigital billboardsPop up BannersWebsite launchOnline videoGuerilla marketing
B DGET Print + Magazines PRINTPUBLICATION PRICE £ SIZE FREQUENCYMarie Claire £17,807.00 Full page MonthlyWoman Home £12,500.00 Full page MonthlyIdeal Home £11,495.00 Full page MonthlyWallpaper magazine £13,587.00 1/2 Page MonthlyELLE £20,000.00 1/2 Page MonthlyThe Economist £284,800.00 Full Page colour (x8) WeeklyVanity Fair £89,060.80 2/3 Page MonthlyAllure £53,204.04 1/2 Page MonthlyThe Times £271,950.00 Full Page (x10) DailyThe Guardian £102,312.00 1/2 Page colour, Main News (x18) Daily TOTAL £591,915.84
B DGET DigitalPUBLICATION BUDGED ALLOWANCE £ (CPM) London Targeted Pack: West EndMarie Claire £20,000.00 Baker St. UNIT PRICE £Woman Home £20,000.00Ideal Home £20,000.00 Bond St.Wallpaper magazine £20,000.00 £9,096.00ELLE £20,000.00 Green ParkThe Economist £25,000.00 Knightsbridge NUMBER OF SITESVanity Fair £50,000.00Allure £50,000.00 Leicester Sq. 9The Times £25,000.00 Oxford Circus (x2)The Guardian £25,000.00 NUMBER OF SLOTS Picadilly Circus 10 South Kensington TOTAL £250,000.00 TOTAL £818,640.00 TOTAL DIGITAL £1,093,640.00
B DGET Event Event ASSET UNIT PRICE (£) QUANTITY TOTAL PRICE £ PRINTING (Press file + Invitation Card + £200.00 30 £6,000.00Samples + 1 machine offered per Newspaper) RENT £10,000.00 2 Wks £20,000.00 STORE EMPLOYEES (x5) £375.00 2 Wks £7,500.00 Food + Beverages £40.00 30 £1,200.00 Sound + Video £4,000.00 1 £4,000.00 OPENING DAY Equipment Stewardesses (x3) £100.00 3 £300.00 Security (x2) £300.00 2 £600.00 PARTNERSHIP £11,500.00 2 Wks £23,000.00 TOTAL Event £62,600.00
B DGET + tv on demand vod VOD + TV on Demand BUDGET ESTIMATION ESTIMATED AGE & SOCIOPROFESSIONAL MONTHLY MEDIA POPULATION CATEGORY PRICE (£) 3,000,000 28-40 / Female / ABC £95,000.00 BSkyB 2,000,000 28-40 / Female / ABC £105,000.00 ITV Player 1,700,000 28-40 / Female / ABC £65,000.00 Channel 5 MONTHLY COST £265,000.00 TOTAL 6,700,000POPULATION PERIOD COST £530,000.00
B DGET tv spot and guerilla marketing TV SPOT RENT SHOOTING LOCATION £3,000.00 TECHNICAL TEAM (Director, Assistant Director, £7,000.00 Cameraman, Light Engineer, Sound Engineer) EQUIPMENT £5,000.00 POST PRODUCTION £5,000.00 ACTORS + MAKE UP ARTISTS £2,000.00 TOTAL PRODUCTION COSTS £22,000.00 GUERRILLA MARKETING FLORISTS x2 £6,000.00 FLOWERS £2,000.00 DESIGNER £2,000.00 DROPPING TEAM £5,000.00 TOTAL GUERILLA MARKETING COSTS £15,000.00
B DGET total TOTAL ESTIMATED BUDGET EVENT £62.600,00PRODUCTION + GUERILLA £37.000,00 PRINT £591.915,84 TV on Demand + VOD £530.000,00 OVERALL £2.662.428,84 DIGITAL £1.093.640,00 TOTAL BUDGET BEFORE AGENCY FEES £2.315.155,84 AGENCY FEES (15%) £347.273,00