2. TERRIFIC TEAS IMC OBJECTIVES
• 2% of other s tea’s competitors
• 1% of coffee drinkers
• Introduce company into the market, strengthen and improve
Its position.
3. SEGMENTATION FOR TERRIFIC TEA
Healthy Consumers –Primary Segment
• Demographics
• Age: 10 and up
• Both male and female
• Likes to workout and eat healthy
• Psychographic
• Works out at least 3-5 times per week (adults only)
• Active kids –enjoy playing with friends
• Eats a balanced diet
• Family-oriented person
• Behavioristic
• Occasional: consumes tea at least once per day
4. SEGMENTATION CONTINUED
Specific ailment: Arthritis
• Demographics:
• Adults, Elderly
• 35 and up
• Psychographic
• Likes to play music
• Enjoys gardening
• Behaviorialistic (Condition-based):
• Rheumatoid arthritis
• Fibromyalgia
• Osteoarthritis
5. SEGMENTATION CONTINUED
Multivitamin for Kids
• Demographic:
• 2-12
• Psychographic:
• Active kids
• Academically strong
• Social kids
• Behaviorialistic:
• Do not like swallowing pills
• Prefer liquid forms of medication
6. OUTDOOR AD FOR TERRIFIC TEA: PLANNING
Description: Butterflies
• Flutter from one place to the next
• Prime picture of a complete metamorphosis
Theme: Consumer feels lightweight and free as well as healthier when
consuming our product
Message: Flutter like a Butterfly with One Cup of Terrific Tea
Targets: Healthy Consumer Segment
8. PRINT AD FOR TERRIFIC TEA: PLANNING
• Description: Newspaper ad and full-page ad for AARP magazine
• Theme: Ad emphasizes that one cup makes consumers with arthritis
feel good and pain free, almost young again
• Message: So good; You’ll Feel like a young pup again.
Terrific Tea has a specific blend for arthritis pain. It contains a safe low dosage
amount of aspirin so with just one cup arthritis pain is gone within minutes. No dogs
were hurt in the making of this advertisement.
• Target: Specific Ailment segment; Arthritis
9. PRINT AD
Terrific Tea has a specific blend for arthritis pain. It contains a safe low dosage
amount of aspirin so with just one cup arthritis pain is gone within minutes.
The dogs did not consume any aspirin in the making of this ad.
10. PLANNING SLIDE: DIRECT EMAIL
• Description: Tea is both relaxing and healthy
• Theme: Cyber Monday sale
• Message: Healing is only one cup away
• Targets: all segments; healthy, specific ailment, multi-vitamin for kids
• Amount of emails sent out: 5,000 subscribers
11. DIRECT EMAIL Cyber
Monday Sale
30% off with receipt of this email on all teas
Sale includes an additional 50% off with the
purchase of our new Multivitamin Tea for Kids
Sale ends 11:59 p.m. P.T. Monday!
Healing is on one cup away!
www.TerrificTeas.com
Terrific Tea
5555 Tea Leaf Ln.
Port Richey, FL 34668
(333) 444-5555
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12. STORYBOARD: PLANNING
• Description: 1 minute and 17 second tv ad
• Theme: Feel free to be your healthiest self.
• Message: Feel free to be your best self, only healthier.
• Targets: Healthy consumers
13. 1 MINUTE AND 17 SECOND TV STORYBOARD
• Scene One:
• Video: Tea cup
• Audio: Nature music
• Script: “High-Quality ingredients
have you feeling free…”
14. 1 MINUTE AND 17 SECOND TV STORYBOARD
• Scene Two:
• Video: Woman enjoying a cup of
tea and looking relaxed
• Audio: Nature Music
• Script: Online website with a
database for your specific need to
be your healthiest self…
15. 1 MINUTE AND 17 SECOND TV STORYBOARD
• Scene Three:
• Video: Tea pouring into a
cup
• Audio: Nature Open music
• Script: “The journey to
optimal health…
16. 1 MINUTE AND 17 SECOND TV STORYBOARD
• Scene Four:
• Video: Have a cup of tea and chill out
• Audio: Free To Be Me by Francesca Batistelli (Chorus)
• Script: “starts with just one cup.”
17. 1 MINUTE AND 17 SECOND TV STORYBOARD
• Scene Five:
• Video: Terrific Teas Logo
• Audio: Nature music
• Script: “Feel free to be your best self, only
healthier.”
Terrific teas.com
