Thesis - Bilal Khan


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Final Thesis presented on "How to promote tea consumption amongst the Youth."

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Thesis - Bilal Khan

  1. 1. Tea Board of Pakistan
  2. 2. Task To Increase the Tea Consumption Amongst the Youth
  3. 3. Problem Statement <ul><li>Subject : Why teenagers do not consume tea? </li></ul><ul><li>Time – it consumes more time whereas teenagers need something quick & fast. </li></ul><ul><li>Availability – not available at places frequently visited by teenagers. </li></ul><ul><li>Image – dull, colorless, unexciting and slow. </li></ul><ul><li>It lacks presentation, personality and connection with the youth. </li></ul><ul><li>It is not a part of the pop culture or the x generation. </li></ul><ul><li>Perception – old fashioned, out dated, aged and sluggish. </li></ul>
  4. 4. Research
  5. 5. Primary Research Questionnaire
  6. 6. Observation: Youngsters are always in hurry and juggling multiple tasks Insight: Beverage products, which are “on the go”, have more appeal than those that take time to prepare
  7. 7. Observation: Tea wakes up the sleepy mind. Youth needs to be fresh, agile and attentive all the time for keeping up with the rapid and ever changing social and technological pace. Insight : Pick me up drinks hits the youth more.
  8. 8. Observation: Youth is materialistic and they love things that are fashionable and socially in. The reason being they want to make a statement about their ownership and on to be amongst trendsetter. Insight: Trendy, in and socially desirable products attracts youth more.
  9. 9. Observation: Weather influences the preference of a beverage. It’s too hot for consuming tea in this climate. Insight: Weather sensitive beverages attract the youth more.
  10. 10. Observation: Tea connects people and is an important part of our culture and tradition. Insight: Tea is a social lubricant
  11. 11. Observation: Youth consumes green tea because of it’s the new in thing and also because of its health benefit. In addition the multiple variants of green tea further provide the youngsters with a variety of choice. Insight : Green tea is the 2 nd most preferred form of tea amongst youth.
  12. 12. Secondary Research
  13. 13. Research Process <ul><li>Reviewing the International and Local tea ad campaigns. </li></ul><ul><li>Studying their Communication Strategy and Execution Method. </li></ul><ul><li>Identifying their target markets and audiences. </li></ul><ul><li>Measuring the impact and success rate of these campaigns. </li></ul><ul><li>Researching on the platforms and subjects that had been used in these campaigns. </li></ul>
  14. 14. International Campaigns (Tea board of India)
  15. 19. Local Campaigns (Lipton)
  16. 23. Marketing Plan
  17. 24. Outline <ul><li>To revamp the brand image of tea. </li></ul><ul><li>To tap the youth market. </li></ul><ul><li>To convince the youth to have tea by providing them more reasons and options. </li></ul><ul><li>To make tea a socially in and acceptable beverage amongst the youth. </li></ul>
  18. 25. <ul><li>Currently tea is the least consumed beverage amongst the youth and it has a very limited consumption. </li></ul><ul><li>Unfriendly formats, Unexciting presentation, Brand Image and Inappropriate Communication are the main reasons behind its demise. </li></ul><ul><li>The Youth prefers consuming beverages which are hip, energizing, socially in and easy to consume. </li></ul>Situation Analysis
  19. 26. Target Audiences
  20. 27. Target Profile <ul><li>Name: Uzair </li></ul><ul><li>Age: 20 years </li></ul><ul><li>Description : </li></ul><ul><li>Uzair is an affluent, educated and energetic youngster who studies at CBM. He has got a tan complexion, normal length hair, a slim body and usually dresses up casually wearing rugged jeans, a polo t-shirt and puma sneakers. He shops for apparel at Shalimar centre and Tariq road. He is fluent in English. Furthermore, he uses Nokia n-series, and uses a black colored Sony Vaio. He drives his own silver colored Vitz, and gets 15k as spend money from his father. </li></ul>
  21. 28. Market Segmentation
  22. 29. Geographic <ul><li>Region: Karachi </li></ul><ul><li>Size: 18 million </li></ul><ul><li>Density : Urban </li></ul><ul><li>Climate : Hot and Humid </li></ul>
  23. 30. Demographics <ul><li>Age : 18-20 yrs </li></ul><ul><li>Gender : Males and Females </li></ul><ul><li>Occupation : Students/Part time jobs </li></ul><ul><li>Education: O & A levels/Undergraduates </li></ul><ul><li>Family size : 5 - 8 people </li></ul>
  24. 31. Demographics <ul><li>Income : 2500 – 5000 Rupees </li></ul><ul><li>Nationality : Pakistani </li></ul><ul><li>Social Class : Sec A </li></ul><ul><li>Religion: All </li></ul>
  25. 32. Psychographics <ul><li>Activities: </li></ul><ul><li>Socializing, studies, entertainment and internet </li></ul><ul><li>Interests: </li></ul><ul><li>Latest fashion, gadgets, cars and celebrities </li></ul><ul><li>Opinions: </li></ul><ul><li>Liberal and Unbiased </li></ul>
  26. 33. Psychographics <ul><li>Attitudes : </li></ul><ul><li>Emotional, Experimental, Open to changes. </li></ul><ul><li>Values : </li></ul><ul><li>Family, friends, freedom and education </li></ul>
  27. 34. <ul><li>Benefit Sought : </li></ul><ul><li>Social Lubricant/ Energizing </li></ul><ul><li>Usage Rate : </li></ul><ul><li>0-1 cup per day </li></ul><ul><li>Brand : </li></ul><ul><li>Tapal, Lipton and Doodh Patti </li></ul>Behavioristic
  28. 35. <ul><li>User Status : Inactive & Passive </li></ul><ul><li>Readiness To Buy : Occasionally </li></ul><ul><li>Occasions : Morning/Breakfast & Evenings </li></ul>Behavioristic
  29. 36. <ul><li>Carbonated drinks (Pepsi & Coke) </li></ul><ul><li>Juices (Nestle) </li></ul><ul><li>Energy drinks (Red Bull) </li></ul><ul><li>Bottled water (Aqua Fina) </li></ul><ul><li>Hot beverages (Nescafe & Espresso) </li></ul>Competitors
  30. 37. <ul><li>Celebrities </li></ul><ul><li>Music </li></ul><ul><li>Endorsements </li></ul><ul><li>TV shows </li></ul><ul><li>Internet (FaceBook) </li></ul><ul><li>Gadgets (3G phones & IPod) </li></ul><ul><li>Sports </li></ul><ul><li>Innovative Formats </li></ul><ul><li>Advertising and Promotional Offers </li></ul>Competing Behaviors
  31. 38. Past and Present Strategies <ul><li>More focused on family and cultural values. </li></ul><ul><li>Brand building and holding up market share. </li></ul><ul><li>Introduction of new variants, </li></ul><ul><li>Increasing advertising budgets </li></ul><ul><li>Securing existing target markets. </li></ul>
  32. 39. Mission Statement <ul><li>To bring about a behavioral change in the youth with regards to tea consumption habits. </li></ul><ul><li>To augment the current image and perception of tea and to create an emotional connection with the youth. </li></ul>
  33. 40. VISION <ul><li>To make tea a preferable drink amongst the Youth. </li></ul>
  35. 42. Strengths <ul><li>Easy availability </li></ul><ul><li>Highly competitive industry </li></ul><ul><li>Top quality </li></ul><ul><li>Multiple variants </li></ul><ul><li>Health benefits </li></ul><ul><li>Natural </li></ul><ul><li>No chemical and artificial additives </li></ul>
  36. 43. Weakness <ul><li>Aged and sluggish image </li></ul><ul><li>Unfriendly formats </li></ul><ul><li>Tedious and unexciting presentation </li></ul><ul><li>Lacks personality and communication </li></ul><ul><li>Perceived as an inferior drink by the youth </li></ul><ul><li>Majority of tea consumed locally is imported due to lack of local production </li></ul>
  37. 44. Opportunities <ul><li>Cultural and traditional influences </li></ul><ul><li>Awareness and presence </li></ul><ul><li>Social lubricant </li></ul><ul><li>Changing tea consumption patterns </li></ul><ul><li>(Tea bags, Ice tea and Instant tea) </li></ul>
  38. 45. Threats <ul><li>Large number of competitors </li></ul><ul><li>Shift in consumer taste from tea to other beverages </li></ul><ul><li>Emergence of substitute products </li></ul><ul><li>Influx of foreign/local coffee shop chains </li></ul><ul><li>Modern trends </li></ul>
  39. 46. Strategy and Plan <ul><li>To revamp the brand image of tea. </li></ul><ul><li>To build a strong and concrete bond with the youth. </li></ul><ul><li>To connect with the current youth trends. </li></ul><ul><li>To emphasize on the social & cultural importance of tea </li></ul>
  40. 47. Marketing Objectives <ul><li>To increase the tea consumption in the youth market to two cups daily. </li></ul><ul><li>To uplift the image of tea by removing negative perceptions associated with it. </li></ul><ul><li>To make the tea a part of the youth culture. </li></ul>
  41. 48. Key Insights <ul><li>Tea is a social lubricant. </li></ul><ul><li>Tea Wakes up the sleepy mind. </li></ul><ul><li>Green tea is the 2 nd most preferred form of tea amongst youth. </li></ul>
  42. 49. De Brief
  43. 53. Creative Brief
  44. 54. Problem Identification <ul><li>At present tea is an unpopular drink amongst the youth because it does not have the flare and spark that would grab youth’s attention. </li></ul><ul><li>Unexciting presentation and irrelevant communication are the main reasons that make tea unpopular amongst the youth. </li></ul><ul><li>Tea lacks a bond with the youth. </li></ul>
  45. 55. Problem Solution <ul><li>Diversify the brand image of tea yet keeping it simple and serious. </li></ul><ul><li>Creating associations with the platforms that stimulates the importance of social bonding and discovery amongst the youth. </li></ul><ul><li>To establish a communication strategy which highlights the social and cultural importance of tea. </li></ul>
  46. 56. Primary Target Audience <ul><li>Youth avoids drinking tea because of its tedious image and lack of variety. </li></ul><ul><li>Youth who are more influenced by western culture and disassociate themselves from local customs. </li></ul><ul><li>Youth that consumes tea only on specific occasions. </li></ul><ul><li>Youth that perceives tea as a serious and obsolete beverage. </li></ul>
  47. 57. Advertising Objective <ul><li>To increase the tea consumption pie by tapping the youth market </li></ul><ul><li>To portray tea as a social connector. </li></ul><ul><li>To reshape the mind sets of the youth and to bring them more closer to their culture. </li></ul><ul><li>To build a concrete bond with the youth through communication that is relevant yet inspiring. </li></ul>
  48. 58. Big Idea
  49. 59. <ul><li>Chai, It’s a part of life </li></ul><ul><li>The campaign revolves around everyday life situations of a teenage boy who is a happy go lucky, down to earth, outgoing and an extrovert. The campaign tells the story about how through tea he socially connects with people and how tea is a part of his life. </li></ul>
  50. 60. Situation 1 <ul><li>Exam tomorrow </li></ul><ul><li>A night before the final Mohsin is extremely worried about the exam tomorrow. He feels that what ever he has ratta-fied he will forget it because of which he is freaking out. He calls his friend (the tea dude) and asks him wassup. At the time of the call his friend the tea dude is having a cup of tea while studying. Mohsin then tells him his entire story and the tea dude ignores all the negative vibes that he gets from his friend and calmly resumes to his studies. Now mohsin gets surprised and curious that how his friend can be so relaxed at this moment so he asks him about his prep. In reply the tea dude tells him that he is planning for an all-nighter. Then his friend again asks him about how much he had studied and the tea dude responds to this by saying kuch bhi nahi !!! But I would be, abhi toh chai pii raha hoon .. Poori raat jagoongo .. Hoo jaiiga, tension nai hai and then he puts the phone down. Following this, he look at his cup of tea and says It’s a part of life. </li></ul>
  51. 61. Situation 2 <ul><li>Gaari Kharab .. Mechanic </li></ul><ul><li>On his way to his friend’s place when his (the tea dude) car breaks down, the mechanic shop is at the corner of the street, he slowly guides the vehicle to the mechanic shop but the guy is quite busy with other vehicles and asks him to wait, in the meantime the phatan waiter from the chai shop passes by and the dude calls him and asks him to bring a chainak of tea for him and the mechanic, the mechanic impressed by the act offers a quick look at his car and repairs it soon. The tea dude while sipping the final few sips looks at the cup saying “ It’s a part of life .” </li></ul>
  52. 62. Concepts
  53. 63. TVC – Story Board Situation -- Exam
  54. 67. Print
  55. 74. Radio
  56. 75. Exam <ul><li>Character : Yaar kal subah paper hai or abhi tak answers sahi nahi arahay .. How am I gonna do it .. Kuch samajh may nahi ara.. Aik kaam karta hoo Uzair ko call karta hoo.. </li></ul><ul><li>SFX: Phone Dialing … Phone Bell </li></ul><ul><li>Uzair: Hello (TV playing in the back ground) </li></ul><ul><li>Character: Uzair boy mayrii halat kharab haii .. Tension say bura haal haii .. Yay exam nay to .. Tell me dude .. Tum nay kitna para… </li></ul><ul><li>Uzair: Oh boy cill kar right now I am having tea laikin tension nahi haii hojaiiga.. Im planning for an all nighter.. Poori raat jagoonga and like always I’ll get it done… so relax and take it easy.. its part of life. </li></ul>
  57. 76. Internet Web Page & Ads
  58. 81. BTL
  59. 84. Out Door
  60. 86. The End