Tetley Tea aims to increase its market share in the tea bag category in India. It currently dominates the category with 56% market share. The summary seeks to generate awareness of Tetley's variety of flavored tea bags as a convenient and healthy alternative. The communication strategy involves 4 phases - awareness, consideration, purchase, and advocacy. Phase 1 uses magazines, digital, radio and OOH advertising to convey the wellness and convenience benefits. Phase 2 includes activations at gyms and yoga centers to provide trials. Phase 3 focuses on retail activations and bundling to drive purchase. Phase 4 leverages social media advocacy.

1. Brand: Tetley Tea
Team Minjas
Karishma Vaidya
Swati Viswanathan
Mrinaal Deshpande
Nipurn Agarwal
1

2. Tetley Tea
Tetley is a wholly owned subsidiary of Tata Global Beverages. It dominates the tea bag
category with market share of 56% currently in India and is the first to introduce
flavoured and green tea
Business Objective: To increase market share in the packed (tea bag) category
Marketing Objective: To induce consumption of tea through category adoption (tea bag)
and habit formation
Current Communication: ‘Chai mein twist. Life mein twist’ till 2011. Currently their
communication is ‘Free Your mind... That’s Tetley!’
Communication Objective: To generate awareness about Tetley’s variety of flavoured tea
as a healthy and convenient alternative to the usual tea
Task Map:
Current Desired
Do
I either don’t drink the office tea and have to
make do with the alternative available or go
down to the chai stall
I prepare my own tea as per my
flavour, choice and needs
Think
Feel
Believe
I feel office tea is not favourable as per my taste
buds/flavour so I have to compromise on my
tastes
I can make my own customized
combination that suits my
requirements, conveniently

3. Target Audience
SEC AB, 25-35 years, Males and Females
Behavioural and Consumption: Non users who have tried tea bags but are not aware of
flavoured tea bags. Consumption is low; heavy tea drinkers but medium tea bag users
Psychographics: Lifestyle - Working professionals who live a stressful and busy life
Attitude/Interests - Health is of utmost importance, they are active and
don’t compromise on their body and health. They are open to
new experiences, are smart go-getters
Needs: They feel they deserve to get their choice and don’t want to stick to just
alternatives. Convenience and hygiene is of utmost importance to them.
Purchase Occasion – Anytime of the day Mainly Weekends, more
consumption during winters
Lifestyle Measures – Use and own high end/ expensive durables and
products such as smartphones, laptops, cars etc

4. Core Media Strategy
A balance between
Awareness (imagery) and Experience as key matrix
A journey from awareness to Loyalty
A mix of Ad Exposure – Considering the convenience, purchasing
the brand, and being loyal is the way out
DISCOVERY CONSIDER PURCHASE
Ad exposure Brand Trial Brand
Experience

5. Phases
Create maximum
awareness of the brand
with Wellness &
Convenience
Campaign Flow
Awareness Consider Advocacy
At this stage the consumer
needs to try the brand and
consider the brands benefit
Leverage the
Earned mediaMedia
Objective
Task
Use mass media like
Magazine, OOH, Radio,
Digital and Social
Media
Activation at corporate
gyms, yoga centers,
canteens, joggers park
Social media
response should be
leveraged
Reach at least 50% of the TG to experience the brand
Purchase
Purchase the brand
and experience it
Retail activations,
Bundling of flavors,
POS

6. Phase I Rationale
• Magazines will have advertorials and health articles about the wellness
and convenience of the black and green tea bags
• Magazines like Health and Fitness will carry sachets of different flavours
Print
•Banner and pop up ads on Youtube
•SEO on sports and news related websites like ESPNCricinfo.com,
HighHeelsConfidential.com, Zapak.com Openthemagazine.com etc.
•These ads will be shown between 3:30 pm - 4:30 pm
#chaitimewithtetley
Digital
Objective: Convey the benefits of tea bags as “Wellness and Convenience”
•Peak hours of morning and evening 1 min slot on Radio Mirchi will be
named as ‘Chai Time withTetley’
•The RJ will talk about Tetley tea which he is having at the station and
advocate about the refreshing experience
Radio
OOH
•Hoardings, Bus shelters, Cab branding will have Tetley Tea
advertisements
•Product placements like tea mugs next to news anchors
•Office canteens will have Tea bags of different flavours for 2 weeks
Consumer interact with every step of this media awareness stages and is targeted when he is in
the frame of mind to have a cup of tea that refreshes him

7. Phase II Rationale
• Black or green Tea will be served by trainers to these
corporate professionals post their Gym, yoga session
• This will be done for a week
Activation
Trials will lead to Purchase phase. During purchase phase in-store promotions
will be the main drivers
Advocacy: Consumers would then talk about the experience with Tetley tea
bags on social media sites like Twitter, Facebook where #ChaiTimeWithTetley
and Fans club will be leveraged
• Collect data of people who use corporate Gyms and Yoga
Centre i.e. their mobile numbers and names
• Send a SMS between 4:00 - 4:30 pm which says ‘Free your
mind...That’s teltley’ #ChaiTimewithtetley
Mobile
• Special shelf for Tetley Tea Bags
• Bundling of two flavours with price rebates
Retail
Activation

8. Budget
Campaign Effectiveness
•Print + Digital +Radio + OOH will help reach the Target Audience while they are in the
process or mindset of having tea
• Activation +Retail activations+ In-store promotion which will lead to the act of purchase
Medium Specification Budget Week 1 Week 2 Week 3 Week 4 Week 5
Print- Magazines 5 Health Magazines + Sachets 3000000
Digital + Social Media
Banner, Pop-outs, SEO, leverage Social
media response 500000
Radio Integrated content with Radio station
Radio Spot ads Morning & Evening slot only
OOH Hoardings, Bus Shelters, cab Branding 3000000
Activation
Trials in Corporate Gyms & Yoga
Centres 500000
Retail Activation Shelf space activation and Bundling 500000
Mobile SMS campaign 50000
In-Store Promotion Danglers, POS 100000
9150000Total Budget
1500000
Activity Calendar

9. Thank You