Tetley Seconday Research & Situation Analysis

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Marketing Plan developed by George Brown College students and lead by Professor Margery Taylor

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Tetley Seconday Research & Situation Analysis

  1. 1. Submitted by: Angela D’Orrico, Josh Domingues, Luis Alberto Farray, Loredana Matarazzo, Aijia He, Yogesh Chanana Submitted to: Margery Taylor Submitted on: March 6, 2013 Course Code: MARK 1027 TETLEY Secondary Research & Situation Analysis
  2. 2. 2 Table of Contents Company Analysis................................................................................................................................. 3 Corporate Analysis........................................................................................................................................3 Strategic Business Unit..................................................................................................................................3 Tetley Product Analysis...................................................................................................................... 4 Current Products...........................................................................................................................................4 Promotional Activities...................................................................................................................................5 Market Share, Sales, and Pricing...................................................................................................................6 Market Category Analysis .................................................................................................................. 6 Tea Market Size and Growth ........................................................................................................................7 Competitive Analysis ........................................................................................................................... 7 Product and Pricing.......................................................................................................................................8 Promotions....................................................................................................................................................8 Market and Consumer Factors ......................................................................................................... 9 Social Factors ................................................................................................................................................9 Demographic Factors..................................................................................................................................10 Economic Factors........................................................................................................................................11 Customer Analysis ..............................................................................................................................11 Customer Profile .........................................................................................................................................11 Segmentation Chart....................................................................................................................................12 SWOT Analysis .....................................................................................................................................13 Opportunity Analysis.........................................................................................................................14 Appendices ............................................................................................................................................16 Appendix 1: Mission Statement..................................................................................................................16 Appendix 2: Core Values.............................................................................................................................16 Appendix 3: TGB Mission Statement ..........................................................................................................16 Appendix 4: Full Tetley Product List............................................................................................................16 Appendix 5: Social Media Examples ...........................................................................................................18 Appendix 6: Tetley Better U........................................................................................................................20 Appendix 7: Contest Details........................................................................................................................21 Appendix 8: Shelf Space..............................................................................................................................22 Appendix 9: Price Range .............................................................................................................................23 Appendix 10: Sales Data Table....................................................................................................................23 Appendix 11: Market Share Over a 2 Year Period ......................................................................................24 Appendix 12: Product Lists of Competitors ................................................................................................24 Works Cited...........................................................................................................................................27
  3. 3. 3 Company Analysis Corporate Analysis In February of 2000, Tetley was purchased by Tata Global Beverages, a subsidiary of the Tata Group- a multinational conglomerate founded and headquartered in India. The Tata Group owns dozens of companies spanning the globe and traversing several sectors of business including but not limited to communications and IT, energy, engineering, and consumer products. All together, Tata employs over 250, 000 people worldwide and the combined total revenue of all Tata companies reached over $100 billion in the fiscal year ending 2012. The Tata name carries with it a strong brand being recently evaluated at $16.3 billion. Tata has always been a socially responsible corporation believing that giving back to the community through one of their many philanthropic endeavors instills trust with consumers and shareholders alike. Their core values are integrity, understanding, excellence, unity, and responsibility. See Appendices 1 and 2 for the breakdown of their core responsibilities and mission statement. (Tata) Strategic Business Unit- Tetley Tea Tata Global Beverages (TGB) is the 2nd largest manufacturer and distributer of tea in the world. TGB strongly focuses on developing a healthy product with the phrase “Good for You” consistently showing up in their mission statement, marketing and strategies (see Appendix 3). Though a strong presence in India, TGB boosts an impressive worldwide résumé with over 65% of revenue coming from outside its home country. They came about this with a clearly thought through strategy focusing on brands and innovative products (including Tetley and Tata Tea), distribution (worldwide channels), and sustainability (focusing on climate change, packaging, and water). (Tata Tea) TGB are constantly looking to enhance their market share by acquiring established brands; in the United States they recently acquired Good Earth Teas and Eight O’clock Coffee, and their acquisition of Tetley in 2000 made a mark in the tea market. Though the two American brands struggle to make an imprint in the market due to the sheer amount of competition, Tetley is the brand with the highest market share in both Canada and the United Kingdom. (Tata Tea) In the fiscal year ending 2011, TGB posted revenues of approximately $1.4 billion. (Tata Tea)
  4. 4. 4 Tetley Product Analysis Tetley was already a leader in the Canadian and British tea market for 175 years. Tetley continues to be a leader in Canada’s tea market because of its commitment to innovation, as well as its promotional activities that attract and excite consumers. The key brand message: “Enrich your mind, body, and soul.” (Tetley) Tetley was awarded with a Gold Award in 2011 for its continuous efforts on building the tea category via promotions and innovative products. (“Tetley Wins Gold Award” 57) Current Products A range of Tetley products include black/orange pekoe, green, herbal, flavored black and red tea. Tetley Infusions Tetley Infusions has been created specifically for the Canadian segment, showcasing innovation. According to Tetley: “Made with no artificial sweeteners, colors, flavors or preservatives Tetley Infusions are a delicious way to flavor your water.” (Tetley) In addition to remaining innovative, Tetley also offers Canadians variety in order to satisfy every want and need. Tetley’s Green Tea Plus Tetley’s Green Tea Plus product line caters to consumers who want to drink tea not only for its delicious taste, but also to increase focus and awareness, improve their figure, and even create a radiant glow. In accordance with variety, Tetley recently added herbal cocktail-inspired teas, which encourages social tea-drinkers to choose from exciting flavors, such as ‘Bellini’, ‘Cosmo’, and ‘Pina Colada’. (Tetley) Tetley not only understands the importance of innovation and variety, but also of staying current. Tassimo The TASSIMO home brewing system is a new machine that brews your tea for you at the comfort of your own home and has become a recent trend among the tea and coffee drinking community. Tetley Canada partnered up with TASSIMO and created Tetley TASSIMO T DISCs. (Tetley) See Appendix 4 for the full product list. One weakness in the current product
  5. 5. 5 line is a lack of a high-quality, premium brand of tea that consumers crave and flock to tea houses for. Promotional Activities Social Media Tetley has a strong presence on social media. Tetley understands that consumers enjoy contributing to the environment and to those in need, and therefore created a partnership with Facebook, where shoppers are given the opportunity to engage with the tea growers themselves, in Malawi. (‘Tetley Facebook Site Links To Tea Growers” 10) As said by Tetley’s global marketing manager, Lucy Denny: “We want Tetley tea drinkers to know that they have helped to protect the environment on tea estates and provide sustainable livelihoods for the people there”. (‘Tetley Facebook Site Links To Tea Growers” 10) Canadian Brest Cancer Foundation and Social Causes Tetley Canada is a proud supporter of the Canadian Breast Cancer Foundation, contributing over $400,000 since 2001. Tetley Canada also shows support for local heroes, such as Benji Chu, the founder of Run for Change. (Ellis, Kori) In addition to social causes, Tetley also uses social media to increase brand awareness and build relationships with its consumers. For example, Tetley had real Tetley firefighters from the Tetley Infusions Rescue Squad ‘rescue’ the water of customers on the street from water that had artificial sweeteners, flavors and colors. (Tetley) For more information on social media activities, please see Appendix 5. Health Benefits Tetley understands that consumers also feel motivated to improve on themselves on a continual basis. Tetley created a campaign titled “Tetley Better U”, where experts in studying the mind, body, and spirit were hired to communicate advice on-line to consumers via Facebook. (Shaw) As stated by the senior vice-president of marketing and sales at TATA Global beverages Canada, Kathy Grant-Munoz: “Tea is part of an overall lifestyle and we want to help our consumers in their pursuit of being better every day”. (Shaw) Tetley’s website offers healthy
  6. 6. 6 food recipes that incorporate Tetley Tea, encouraging a healthy lifestyle. Examples include making an orange pekoe roast chicken. See Appendix 6 for a snapshot of “Tetley Better U”. Current Promotions Currently, Tetley is promoting a contest in order to celebrate Tetley’s 175 years. Tetley is offering three ways to win this contest; registering for a grand-prize win of $125,000, 175 on- line daily prizes, and an in-pack instant win while supplies last. The contest serves to further ingratiate the brand with consumers and to promote further brand awareness. For further information on contest details, please see Appendix 7. Market Share, Sales, and Pricing Strictly using observational data, one can see that the retail space in grocery stores for Tetley products in Canada is high. By referring to Appendix 8, you can see the shelf space Tetley covers in ‘Metro’ and ‘Sobey’s’. Not only does Tetley consistently have the most products available on the shelves, but they also have the prime position in the center at eye-level. Tetley also offers highly competitive pricing coming in relatively cheaper than direct competitors. According to Euromonitor, Tetley leads the Canadian tea market with a 24% retail value share. (Euromonitor) According to in-store observational research, Tetley offers products in grocery stores that have the best quantity-price ratio. Please refer to Appendix 9 for more information on Tetley’s price range in comparison to competitors. When comparing the quantity of tea bags offered, as well as the price, it becomes clear that Tetley sells their products with high value. Market Category Analysis The category that tea falls under is the beverage industry, which means it has to indirectly compete with soft drinks or juices. As a hot beverage, coffee is a more direct competitor for tea products as it has long been the established hot beverage of choice in North America. The tea industry itself is divided due to the sheer amount of product variety; regular tea, herbal tea, specialty tea are all unique products.
  7. 7. 7 Tea Market Size and Growth Within all of the varieties it is estimated by the Print Measurement Bureau that:60% of Canadians will have consumed a tea product within the last 6 months. (PMB) According to the Canada Food and Drink Report, the total sales within the Canadian tea market reached $197.6 million in 2012. Furthermore, the market is expected to have a compound annual growth rate (CAGR) of 2.7% over the next 5 years. The increasing popularity of specialty tea has and is expected to continue to drive this growth. (“Canada Food and Drink Report” 26) Please see Appendix 10 for a sales breakdown. Food Services Industry Within the food services industry, tea consumption has increased by 4% due to the rise of tea houses and higher volume being sold at restaurants. (Agriculture and Agri-Food Canada) The health trend in today’s society involves consumers preferring tea over soft drinks or coffee. Within the grocery market, specialty tea drives sales accounting for over 60% of the market. (Agriculture and Agri-Food Canada) The key players within the Canadian tea market are all internationally operated businesses. (Canada Food and Drink Report 11) Over a two year period, Tetley, Red Rose, Lipton, and Twining lead the way in terms of market share within the grocery market, with Tetley having a fairly dominant 27% of the share. (PMB) Please refer to Appendix 11 for a detailed breakdown of market share. Competitive Analysis In terms of market share, Tetley leads the way with 24%. The 3 largest direct competitors Tetley faces are Red Rose tea with 19%, Lipton tea with 13%, and Twining with 11%. (PMB) Following these are dozens of smaller or local brands satisfied with their relatively low market share. The following table illustrates the basic relationship between them: TEA BRAND QUALITY PRICE POSITIONING Red Rose Local, loyal- 19% Standard Low Generations Lipton Known, respected- 13% Standard Medium Health Twining Authenticity- 11% High High Quality
  8. 8. 8 Tetley Massive, known, respected Standard Low Well-rounded Product, Pricing and Promotions Red Rose Red Rose is a local Canadian tea brand familiar to the market. Red Rose’s product list, however, is relatively small and does not offer a lot of variety. Within the country they have solid distribution (available at every major grocery store) and an obviously loyal consumer base. Their pricing is on the low end of the spectrum, comparable with Tetley. Owned by Unilever since 1985 they are backed by strong financial resources and clout. (Red Rose) Red Rose’s promotional strategy is to appeal to the multiple generations of tea drinkers that have bought the product throughout its history. Its slogan is “enjoy your generations.” They are also an environmentally-friendly, socially responsible company promoting sustainable activities. (Red Rose) A recent promotion had Red Rose celebrating Valentine’s Day by having five random customers who sent romantic Red Rose e-cards receive a bouquet of red roses with it. (Quinton 1) Lipton Another Unilever brand is Lipton. Lipton is especially strong in the ready-to-use tea market, specifically with their iced tea, but they are formidable in the hot tea department as well. The Lipton brand carries with it a strong reputation earned over 100 years in the market. They have a similar and diverse product line to Tetley, but are slightly more expensive on average with a medium price range. They are also available in most major markets. (Lipton) Lipton’s promotions focus entirely on the health benefits of tea products. On their website they have an entire page dedicated to demonstrating and showing the health benefits that tea provides. As most health benefits are associated with green and herbal tea, Lipton has recently launched a new black tea product emphasizing the health benefits therein. (Lipton) Just like Red Rose, Lipton too has had a social media promotion recently- asking fans to send in uplifting photos via Instagram for a chance to win a trip to the Kenyan processing plant. (PR Newswire)
  9. 9. 9 Twining Twining is known for its high quality, premium blend of tea and their diverse selection of specialty teas. They also produce their tea in a more traditional manner, which gives it the unique flavor they are known for. The trade off, however, is they are far pricier than their direct competitors. They do not have a cost-friendly option and thus have priced out a significant portion of the market. At the same time, the high price tag carries with it a level of respect and prestige that may attract other customers. Twining also carry with is good corporate alliances, having a partnership with British Airways. (Twining) Please see Appendix 12 for the full product list of Red Rose, Lipton, and Twining. Twining’s brand motto is “to serve a better cuppa tea” which of course services their entire strategy of attracting consumers with their quality. Twining is the oldest product on the market, having been around since 1706 in Britain. With the age, quality, and British feel, Twining’s strategy is making the consumer feel they are drinking an authentic tea. With their partnership with British Airways, they launched an “altitude-friendly tea” campaign riffing on the fact that British Airways has an exclusive deal with Twining. (Twining) Market and Consumer Factors Social Factors Health Benefits of Tea The biggest social factor benefitting the tea industry today is the health-conscious consumer. The amount of people who make the healthy choice when faced with product decisions continue to grow. The tea industry has done an excellent job connecting “strong consumer interest in healthy products with the restorative aspects and health benefits of tea consumption.” (Agriculture and Agri-Food Canada) The health benefits with tea, especially green tea, are numerous- antioxidants that both repair damaged immune systems or prevent cancer, the shrinking of fat cells and making muscle cells more active, strengthening bones, and numerous heart benefits. (DeLory)
  10. 10. 10 Specialty Teas The popularity of specialty tea is due in part to the large variety offered and the exotic, tasteful nature of the beverage. The explosion of specialty tea has helped the market reach a younger demographic as opposed to the older demographic of which the tea industry is more familiar with. Due to the health-conscious nature of the younger demographic, it is estimated that 50% of young tea drinkers choose specialty tea over regular tea presumably for the health benefits that are derived from specialty tea. (Canada Food and Drink Report 40) The Rise of the Tea House The rise of the tea house is a major trend in the growth of the industry. Consumers go to tea houses for two reasons- the perceived quality of the tea and the social aspect of the tea house. Tea houses offer a higher quality, premium style of tea that simply can’t be bought at the local grocery store. Socially, tea houses have become the new coffee shop where friends meet up, relax, and enjoy the specific atmosphere that a tea house creates. (Agriculture and Agri-Food Canada) While this increases tea consumption, awareness, and the market in general, tea houses are also direct competitors to grocery store brands who have yet to produce a high quality, premium brand and have no chance to match the social aspect of a tea house. Masala Chai Masala Chai is an extremely popular type of tea from India. Its blend of natural spices provide it with a strong, distinct, and quality taste. Health benefits include the help of digestion, breathing, and circulation of the blood due to ingredients such as “sattvic.” The antimicrobial aspects also help fight off a sore throat or a cough. The taste of Masala Chai is remarkable, and a quality tea such as this is rare in Canada, especially among retail brands. Demographic Factors The majority of tea drinkers are between the ages of 34-55 and the population continues to grow in this area. There is a naturally increasing consumer base of tea drinkers due to this. At the same time, tea consumption amongst the younger generation continues to grow- partly due to health benefits and the rise of the tea house as a social institution. A major strength of the tea
  11. 11. 11 industry in Canada is the abundance of immigrants. Canadian immigrants are high tea consumers and prefer tea to secondary competitors such as coffee. (Quinton 1) The market for tea continues to grow. Canadian Food Trends shows that by the year 2020 tea consumption is expected to grow by 40%. (Tea Association of Canada) This is an astronomical growth on an already large Canadian tea market that has reached nearly $200 million annually. The influx of new tea consumers can be attributed to a changing demographic- more people entering prime tea-drinking age, more people aware of health benefits of tea, and especially more people attracted to new specialty teas that account for 60% of the market. Tetley must be conscious of the growing threat from specialty tea stores as more continue to develop in the Canadian market (examples include: David’s Tea, Teavana). Tetley offers a wide variety of specialty teas but must differentiate themselves from the brands available at specialty tea shops to remain a viable specialty tea option. Economic Factors With the economy still in a recession, consumers are increasingly price-conscious. People are looking for the most value for the lowest cost. Tetley offers low pricing in relation to its competitors, which is appealing to the price-conscious tea drinker. However, people may look for cheaper tea alternatives in the future in the form of ready-to-go tea or iced tea. Another economic factor would be the rising costs in commodities associated with the tea market (Tata Annual Report 24). If tea costs more to produce, prices would increase, driving the price- conscious tea drinker to alternatives. Customer Analysis Customer Profile The biggest demographic for Tetley tea drinkers is middle-aged people (34-55), largely skewed towards women. The tea drinker can be highly educated, live in a rural or frenetic environment, or live a relaxing or fast-paced lifestyle. Obviously, tea drinking is a social institution, so the tea drinker is a sociable person, either entertaining guests or visiting tea houses. The tea drinker is also skewing toward a more health-conscious approach, either directly aware of the health benefits from drinking tea or subconsciously choosing a healthier alternative to coffee or soft drinks. An interesting new aspect of tea drinkers is the new “fun” products such
  12. 12. 12 as cocktail inspired teas or specialty teas with whole chunks of fruit or hot peppers. It is unclear whether these consumers are new tea drinkers attracted by the variety or old tea drinkers looking to change things up. Segmentation Chart The following segmentation chart displays all of Tetley’s product lines and the target customers in each: Regular Green Tea Herbal and Infusions Cocktail Inspired TASSIMO Discs Lifestyle Characteristics Sociable, hedonistic Health orientated Health orientated Sociable, hedonistic Fast-paced Benefits Sought Health benefits, alternative to coffee, good tasting Health benefits, metabolism booster, weight watching Health benefits, alternative to water, natural, relaxing, refreshing Fun, good to serve guests, originality, indulgence Easy, quick to make, practical, healthy Demographics Middle aged suburban female Younger health- conscious female, lower income Middle aged suburban female Younger female, higher income Middle aged suburban female, higher income
  13. 13. 13 SWOT Analysis Strengths Opportunities Favorable Distribution: Tea Consumption Growth Rate: Strong Brand & Reputation: Demographic Trends: Successful Promotions: Social Trend: Great Variety of Product: Specialty Tea Trends: Practises CSR: Tea Market Sales: Weakness Threats Products: High competition: Distribution: Emergence of Specialty tea stores: Promotion: Substitutes: Partnership: Commodity Cost Increased: - As Twining has alliance with British Airways, Tetley need to build up rapport with other brands to elevate its competitive advantage. - Beverage Company faced considerable input cost increase in terms of raw tea during last year Social Trend: - Consumer confidence is fragile with the weakened economy. Consumers may shy away from luxury goods. SWOT Analysis - Limit of only two basic TASSIMO products: Tetley Orange Pekoe & Tetley Pure Green Tea - UK store has the option to ‘Shop’ on-line (UK deliveries only), Canadian website doesn’t - Lipton Tea, Red Rose, and Twinnings offer an informational section for tea & health on their website, Tetley does not (only refers to breast cancer in health section) - Growing demand for premium; Canadian Food Trends showed that tea consumption expected to grow by 40% by 2020 - Major tea drinkers between the ages of 34-55; - Growing tea market amongst younger generation - Increased awareness for tea’s health and wellness benefits as an significant demand driver; - Consumer increased purchases online, and are engaged in social media campaigns more than ever - Speciality tea dominates 60% of tea dollar market share - High competition from major players such as Lipton, Twinings, Red Rose, etc. - The market for coffee is a competitive substitute, with a higher consumption rate than tea; - Due to the time-poor society, ready-to-drink tea can highly substitute for hot tea - Specialty tea stores are becoming increasingly common in the growing tea market in Canada (David’s Tea, Teavana, etc.) Internal Analysis '-Dominant shelf space; -24-27% market share; - 2nd largest branded tea operations in the world; - Tetley’s 175 years in business; - Maintained its volume and value leadership in Canada - Awarded with a Gold Award in 2011 for its continuous efforts in building the tea category via promotions and innovative products; - Tetley Better U’ campaign via Facebook - Black, Green, Herbal, Red, Infusion; - Exciting new product lines for Canadian market: Tetley Infusions, Cocktail-inspired blends &New Chai blends External Analysis - Good Corporate Social Responsibilities; Proud supporter of Canadian Breast Cancer Foundation, contributing over $400, 000 since 2001; - Gives consumers opportunity to engage with tea growers in Malawi via Facebook; - Shows support for local heroes; - Rainforest Alliance Certified launched in Canada - Tea market sales reached 197.6 Million CAD, with CAGR of around 2.6% between 2012 and 2017
  14. 14. 14 Opportunity Analysis Analyzing the SWOT, there are several areas Tetley can target to improve its target market. The first gap in the market is the lack of variety in their successful TASSIMO product line. With only two options, this area has plenty of room to grow. The next gap, and the most important, is the lack of a high quality, premium tea like Masala Chai. This is where we propose to issue a new product line of Premium Tetley Teas. Massala Chai provides a premium, high quality taste with a substantial amount of health benefits to go along with it. It is also extremely popular in India and South Asia, but has yet to make its way in to the Canadian Market Place. The only way to experience Masala Chai in Canada is to either import it or go to a tea house/specialty tea store. By introducing a new Tetley Premium product based on Masala Chai, we introduce a new product to the market and capitalize on the freshness of the idea as well as the taste and health benefits. The idea is to combat the tea house market by bringing tea house quality to a consumer’s home. Tetley can never hope to replicate the social aspects of a tea house, but by introducing a premium, high quality tea Tetley can tap in to the consumer who frequents tea houses primarily for the quality. The product line would include premium Tetley tea leaves, premium Tetley tea bags, and premium Tetley TASSIMO discs to maximize the number of consumers who prefer each style of making the tea. By introducing the new product line, the benefits would be numerous. Tetley would be targeting an opportunity by taking advantage of the growing tea market and attracting a new segment of that market. They would be minimizing a threat by directly combating the growth of the tea house, the emergence of specialty stores, and differentiating itself from the direct competitors and secondary substitutes. They would also be eliminating a weakness by offering more TASSIMO products. Lastly, they would be playing to their strengths by utilizing their excellent distribution and shelf space along with their brand reputation to promote a new product to a new consumer base. While the marketing strategy is not diversification as it is still tea, it can be considered both product development and market development due to the development of a new product in the hopes of attracting a new market segment and new consumers.
  15. 15. 15 There are some possible risks with the new product line. Primarily, producing a premium tea comes with a premium price tag. In a slow economy, there is a risk that the new product’s value will be deemed unworthy of the cost and some consumers will be priced out. There is also the potential that introducing a premium product devalues the regular product, and the steady, classic Tetley brand loses its loyalty from customers. However, the risks are worth the rewards. By tapping in to a new market, Tetley gains new customers and increased profits. There is also the possibility that by introducing a premium product their brand grows favor within the high quality tea community causing a demand for it to be distributed to high quality restaurants or tea houses, further tapping in to a new market. The upside for Tetley and the new product line is promising.
  16. 16. 16 Appendices Appendix 1: Mission Statement “At the Tata group we are committed to improving the quality of life of the communities we serve. We do this by striving for leadership and global competitiveness in the business sectors in which we operate.” (Tata) Appendix 2: Core Values “Tata has always been values-driven. These values continue to direct the growth and business of Tata companies. The five core Tata values underpinning the way we do business are:  Integrity: We must conduct our business fairly, with honesty and transparency. Everything we do must stand the test of public scrutiny.  Understanding: We must be caring, show respect, compassion and humanity for our colleagues and customers around the world, and always work for the benefit of the communities we serve.  Excellence: We must constantly strive to achieve the highest possible standards in our day-to-day work and in the quality of the goods and services we provide.  Unity: We must work cohesively with our colleagues across the group and with our customers and partners around the world, building strong relationships based on tolerance, understanding and mutual cooperation.  Responsibility: We must continue to be responsible, sensitive to the countries, communities and environments in which we work, always ensuring that what comes from the people goes back to the people many times over.” (Tata) Appendix 3: TGB Mission Statement “Mission: A global business on a mission to lead the world in “Good for You” beverages. Vision: We believe passionately in making the world a better place through life-enhancing sustainable hydration- and it’s our mission to make this a reality.” (Tata Tea) Appendix 4: Full Tetley Product List Black/Orange Pekoe Tea: 1. Tetley Orange Pekoe 2. Tetley Orange Pekoe Decaffeinated 3. Tetley Bold Green Tea: 1. Tetley Pure Green Tea 2. Tetley Naturally Decaffeinated Green Tea 3. Tetley Blueberry Green Tea 4. Tetley Earl Grey Green Tea 5. Tetley Honey Lemon Ginseng Green Tea
  17. 17. 17 6. Tetley Jasmine Green Tea 7. Tetley Decaffeinated Lychee Pear Green Tea 8. Tetley Mint Green Tea 9. Tetley Pomegranate Green Tea 10. Tetley Green Tea Plus Aware 11. Tetley Green Tea Plus Figure 12. Tetley Green Tea Plus Glow Herbal Tea: 1. Tetley Calm 2. Tetley Clarity 3. Tetley Cleanse 4. Tetley Dream 5. Tetley Mojito 6. Tetley Pure Peppermint 7. Tetley Soothe 8. Tetley Summerberries 9. Tetley Warmth 10. Tetley Wild Berries 11. Tetley Bellini 12. Tetley Cosmo 13. Tetley Pina Colada Flavored Black Tea: 1. Tetley Chai 2. Tetley Dark Chocolate Chai 3. Tetley Vanilla Bean Chai 4. Tetley Earl Grey 5. Tetley Decaffeinated Earl Grey 6. Tetley Earl Grey Vanilla Red Tea/ Rooibos: 1. Tetley Rooibos 2. Tetley Rooibos Vanilla 3. Tetley Rooibos Red Berry 4. Tetley Rooibos Spice Plum Tetley Infusions: 1. Tetley Infusions Black Tea with Mediterranean Lemon 2. Tetley Infusions Green Tea with Peach & Mango 3. Tetley Infusions Green Tea with Pomegranate 4. Tetley Infusions Summerberries with Hibiscus 5. Tetley Infusions Red Tea Strawberry & Raspberry 6. Tetley Infusions White Tea with Blueberry
  18. 18. 18 7. Tetley Infusions White Tea with Orange Blossom & Cherry Newest Products: 1. Tetley Green Tea Plus These are a blend of green tea plus aromatic flavors along with unique customized ingredients. They include Tetley Green Tea Plus Aware, Tetley Green Tea Plus Figure, and Tetley Green Tea Plus Glow. 2. Tetley Herbal Cocktail-Inspired Teas These herbal teas were created for a consumer looking for fun. They include Tetley Bellini, Tetley Cosmo, and Tetley Pina Colada. 3. TASSIMO T DISCS These products allow the consumer to enjoy Tetley teas via TASSIMO machines at the comfort of their own home. TASSIMO is a trademark of Kraft Foods Group Brands. Products include Tetley Orange Pekoe T DISC and Tetley Pure Green Tea T DISC. 4. Tetley Collectibles When a consumer sends in an order totaling 864 min. tea bag counts, they get a free tea caddy, which is a limited edition item and can hold up to 5 Tetley tea bags. It also comes with a velveteen case and is exclusive to Canadians. When a consumer sends in an order totaling 1080 min. tea bag counts, they get a free tea canister, which is a limited edition item and can hold up to 100 Tetley tea bags. It has the traditional Heritage logo and is exclusive to Canadians only. (Tetley) Appendix 5: Social Media Examples
  19. 19. 19
  20. 20. 20 Appendix 6: Tetley Better U
  21. 21. 21 Appendix 7: Contest Details
  22. 22. 22 Appendix 8: Shelf Space Sobey’s: Metro:
  23. 23. 23 Appendix 9: Price Range Tetley: CHEAPEST PRODUCT MOST EXPENSIVE PRODUCT  Tetley cans (20 bags)→ $3.99  Tetley Orange Pekoe (216 bags)→ $9.99 Competitors: CHEAPEST PRODUCT MOST EXPENSIVE PRODUCT  Twinings box (20 bags) → $4.99  Lipton box (20 bags) → $3.99  Stash box (20 bags) → $3.99  Red Rose (144 bags) → $7.89  King Cole (120 bags) → $4.79 Appendix 10: Sales Data Table
  24. 24. 24 Appendix 11: Market Share over a 2 Year Period Appendix 12: Product Lists of Competitors Red Rose Product Information Table: Red Rose Black Tea Our unique blend of the finest quality, best tasting orange pekoe teas ensures a perfect and satisfying cup of tea every time. Since 1894, tea lovers all across Canada have been enjoying Red Rose®. Decaffeinated Red Rose Black Tea Our unique blend of the finest quality teas are naturally decaffeinated to ensure a perfect and satisfying cup of tea every time. Red Rose® decaffeinated tea remains the same great tea with special quality and fine distinctive taste as always. Red Rose Canadian Breakfast Deliciously rich and smooth. Blended in Canada for Canadians, Red Rose® Canadian Breakfast is the perfect complement to any special Canadian occasion.
  25. 25. 25 Lipton Product Information Table: Lipton Green Tea Green Tea decaffeinate, Green Tea 20 Tea Bags Lemon Ginseng Green Tea Mandarin Orange Raspberry Passion Fruit Lipton Green Tea Superfruits Purpule acai with blueberry Black currant with vanilla Red goji with raspberry Passion Fruit, Orange and Jasmine Wild Cranberry with pomegranate Lipton White Tea Blueberry & Pomegranate Island Mango & Peach Lipton Herbal Tea Blackberry Vanilla infusion Melon citrus mint infusion Orange blossom hibiscus infusion Pineapple chamomile infusion Lipton Chai Tea Spiced cinnamon chai Lipton Yellow Label Lipton Yellow Label Black Tea
  26. 26. 26 Twining Product Information Table: Black Tea Pure Mint Ceylon Orange Pekoe Darjeeling Earl Grey English Breakfast Irish Breakfast Prince Of Wales Variety Pack Black Teas Lady Grey Chai Tea French Vanilla Chai Spiced Apple Chai Decaffeinated Chai Chai Ultra Spice Chai Green Tea Green Tea Lemon Green Tea Jasmine Green Tea Gunpower Green Mint Green Tea Earl Grey Green Herbal Tea Herbal Variety Pack Goodnight Blend Pomegranate & Raspberry African Honeybush, Mandarin and Orange Lemon and ginger Pure Camomile Pure Peppermint Camomile & Spiced Apple Blackcurrant Ginseng and Tahitian Vanilla African Rooibos Red Tea Oolong Tea China Oolong White Tea Pure White Loose Tea Ceylon Orange Pekoe Earl Grey English Breakfast Irish Breakfast Jasmine Green Tea Lady Grey Decaf Tea Earl Grey Decaffeinated English Breakfast Decaffeinated Lady Grey Decaffeinated Green Decaffeinated
  27. 27. 27 Works Cited Agriculture and Agri-Food Canada. “The Canadian Tea Industry.” Agriculture and Agri-Food Canada. 2013. Web. 20 Feb. 2013 <http://www.agr.gc.ca/index_e.php>. "Canada Food & Drink Report." Canada Food & Drink Report 1 (2013): 1-91. Canadian Reference Centre. Web. 19 Feb. 2013. Delory, Cherie. “8 Reasons to Drink Tea.” Canadian Living. 2012. Web. 21 Feb. 2013 <http://www.canadianliving.com/health/nutrition/8_reasons_to_drink_tea.php>. Ellis, Kori. "Green Tea Renewal: Tetley Surprises Founder of Homeless Running Group." Home & Living. N.p., 16 Jan. 2012. Web. 18 Feb. 2013. <http://www.sheknows.ca/home-and-living/articles/852453/green-tea-renewal-tetley- surprises-founder-of-homeless-running-groups>. Euromonitor. “Tea in Canada.” Hot Drinks Country Report. March 2012. Web. 22 Feb. 2013 <http://www.euromonitor.com/tea-in-canada/report>. Lipton Tea Canada. Web. 24 Feb. 2013. <http://www.liptontea.ca/en-CA>. PMB. "Personal Rank in the Past 6 Month." Print Measurement Bureau. 2012. Web. 19 Feb. 2013 <https://www-kmrsoftware-net.rap.ocls.ca/netquestapp/pmbquickreports/Default.aspx >. PR, Newswire. "Lipton® Brews New Marketing To Make Hot Tea Cool." PR Newswire US 10. Jan. 2013: Regional Business News. Web. 26 Feb. 2013. <http://www.prnewswire.com/news-releases/lipton-brews-new-marketing-to-make-hot- tea-cool-186304051.html>. Quinton, Brian. “Red Rose Stirs Sharing With ECard Valentine’s Promotion.” Business Source Complete. 2012. Web. 25 Feb. 2013. Red Rose Tea. Web. 18 Feb. 2013. <http://www.redrosetea.ca/>. Shaw, Hollie. "John St.'s New Tetley Ad Campaign Focuses on 'Mind, Body and Spirit'." National Post. Oct 19 2012. Canadian Newsstand Major Dailies. Web. 12 Feb. 2013. <http://business.financialpost.com/2012/10/19/john-st-s-new-tetley-ad-campaign- focuses-on-mind-body-and-spirit/>. “Tata Global Beverages Ltd Annual Report 2011-12.” Tata Global Beverages Annual Reports.Tata Global Beverages Limited, 29 Jul. 2012. Web. 25 Feb. 2013. <http://www.tataglobalbeverages.com/our-investors/annual-reports>.
  28. 28. 28 “Tata Global Beverages.” Tata Tea Limited. Web. 24 Feb. 2013. <http://www.tatatea.com/comp_profile.htm>. “Tata Group.” Tata Profile. Web. 23 Feb. 2013. <http://www.tata.com/aboutus/sub_index.aspx?sectid=8hOk5Qq3EfQ=>. Tea Association of Canada. “2012 Tea Fact Sheet and Trends.” Industry Statistics: Tea Association of Canada. 2012. Web. 19 Feb. 2013. <http://www.tea.ca/Page.asp?PageID=122&ContentID=1159&SiteNodeID=132&BL_Ex pandID=57>. "Tetley Facebook Site Links To Tea Growers." Grocer 234.7993 (2011): 10. Small Business Reference Center. Web. 12 Feb. 2013. <http://www.thegrocer.co.uk/fmcg/tetley- facebook-site-links-to-tea-growers/216061.article>. Tetley. Web. 18 Feb. 2013. <http://www.tetley.ca>. “Tetley Wins Gold Award." Caterer & Hotelkeeper 201.4708 (2011): 57. Small Business Reference Center. Web. 18 Feb. 2013. <http://www.catererandhotelkeeper.co.uk/Articles/2011/12/16/341715/tetley-wins-gold- award-from-federation-of-wholesale.html>. Twinings Canada. Web. 20 Feb 2013. <http://www.twinings.ca/>. “Where can you find our brands.” Tata Global Beverages Limited. Web. 25 Feb. 2013. <http://www.tataglobalbeverages.com/our-brands/where-can-you-find-our-brands>.

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