1. Submitted by:
Angela D’Orrico, Josh Domingues, Luis Alberto
Farry, Loredana Matarazzo, Aijia He, Yogesh
Chanana
Submitted to: Margery Taylor
Submitted on: April 5th, 2013
Course Code: MARK 1027
Tetley Premium Masala
2. Table of
Content
Executive Summary
Mission Statement
Marketing Objectives
•Positioning Statement
•Features and Benefits
•Brand Name and Rationale
•Packaging
•Competitive Advantage
Product Strategy
Pricing Strategy
Place Strategy
•Creative Strategy/Integrated Marketing Communication
•Slogan/Visual Message
•Mass Advertising
•Pre-Launch Promotional Activities
•Launch Promotional Activities
•Post-Launch Promotional Activities
•Promotions Budget
Promotional Strategy
Financials
Marketing Implementation
Control
3. Executive Summary
Based on the opportunities we outlined in the Situational Analysis, we surmised that the
most lucrative course of action for Tetley would be to capitalize on the segment of the
market that prefers the highest quality tea possible. As of right now, retail tea does not
quite meet the standards of the tea you would find at a tea house or specialty tea store.
Using our breadth of international experience within the group, we discovered a type of
tea called Masala Chai that is extremely popular in South Asia and India, but is
underrepresented in the Canadian market.
Masala Chai has a large amount of health and energy
benefits that definitely appeal to a health-conscious
nation, but the primary draw is the outstanding taste
and quality of the tea. As such, our marketing plan
focuses primarily on how high-quality the tea is while
still keeping the health issues relevant.
4. We expect the strategy to draw in two large markets of consumers:
• the Tetley (or competitors) retail tea drinker looking for an upgrade
• the tea house frequenter looking for that experience in the comfort of their own
home
We estimate this product to achieve $44.7 million in sales, with over 90% of the
Premium/Masala Chai tea market share. We also expect our competitors to match or
counter this new product with one of their one, but we hope to capture a large
degree of customer loyalty by being first out the door in this untapped, potentially
large market.
The product will be successful based on our positioning
as the quality focused brand. Our entire Integrated
Marketing Campaign is based on one idea- bringing tea
house quality to the home of the consumer. As you
follow this plan, you will see that every step taken and
decision made is with this in mind- capturing the
imagination of the tea house frequenter, making them
curious about the product, getting them to try and love
the product, and ultimately become a loyal customer
for Tetley Premium Masala.
5. Mission Statement
“To become a global leader in good-for-you beverages through
innovation, strategic acquisition and organic growth”
6. Marketing Objectives
• To successfully introduce Tetley Premium Masala into the
market place on October 1st, 2013
• To drive target market awareness of over 80% by April 1st,
2014
• To achieve over 90% of the Canadian Masala Chai tea
market by April 1st, 2014
• To deliver over $30 million in revenue by the end of fiscal
Year 1
7. Target Market
Tea connoisseurs
A strong passion and taste for high quality great tasting
tea
Health conscious
Middle class or above
Attend tea houses
Lead a “hip” lifestyle
25-40 Year Olds
Solid amount of disposable income
Willing to pay a slightly higher price
Goes to tea houses
Always wanted a high quality tea to enjoy at home
Becomes aware of our product through the
marketing campaign or pre-launch promotions
Is intrigued by the promise of quality and the health
benefits, gives our product a try and is hooked as a
loyal customer
30 Year Old Ideal Customer
9. Positioning Statement
“To lovers of a high quality tea who are seeking wellness,
taste, quality and comfort, we introduce to you a new joy
from South Asia- Tetley Premium Masala. A type of Masala
Chai that is rare for North America, Tetley Premium Masala
lets you discover exciting new sensations, clear your mind,
and provides a home-made warming, quality taste. This
healthy choice of a combination of natural spices delivers
flavor and a commitment to staying healthy”
10. Features and Benefits
Tetley Premium Masala is specifically addressed to those in search of a
unique, high quality taste along with numerous health benefits. Tetley
Premium Masala is made with full body black tea leaves and different
spices that provide the following features and benefits:
KEY FEATURES BENEFITS PERCEPTION
Main ingredient “Sattvic"
Clear the mind and calm the
spirit.
Healthy
Other Ingredient Impart
to a warmth as medicine
Improve digestion, breathing
and circulation
Healthy
Can be combined with
many antimicrobial Spices
Very captivating, and fight off
a sore throat or cough.
High Taste &
Healthy
Traditional Indian Tea
Natural, exotic, specialty tea
image. High quality.
High Taste &
cultural
11. Brand Name and Rationale
Tetley Premium Masala is a name that evokes a sense of strength and
quality, while remaining a quick, exotic, and fun name.
Including Tetley in the name is a must, as the Tetley brand is trusted (highest
Canadian market share), loved, and known.
• Why the word Premium? Because it’s a stronger word that really
drives home a sense of quality as well as exclusivity.
• Why Masala? Not only to be informative on the type of tea, but
because the exotic sound of the word flowed better with the entire
brand name, and added a little spice to the whole thing.
12. Packaging
Tea Begs
•familiar to the consumer
•comes in a pyramidal
shape for a unique look,
and strong presence on
the shelves
•labeling spices
•compostable materials
for the environmentally-
friendly consumer
Tea Leaves/ Loose
Tea
• Tin that keeps the
leaves fresh without the
worry of excess foil or
packaging
• Slightly richer taste
• Classical version of tea
for those inclined to try
out traditional ways of
doing things
Tassimo T-Discs
•offers the most
convenience
•for the always-on-the-go
customer who would
like to make our product
quick and easy
There are three different types of packaging that we are introducing
to the market place, each with their own unique advantages:
13. Competitive Advantage
• High quality
Tetley Premium Masala stands for goodness and exceptional flavour
offering a range of black tea based on top quality ingredients
• Stimulation of your senses
The quality and aroma of Tetley Premium Masala is ensured by the
packaging and thoughtful creation process
• Brand Loyalty
The Tetley brand comes with a wealth of benefits- including already
built in distribution channels and a built in loyal consumer base.
• Committed to sustainability
The tea is produced utilizing a range of eco-friendly processes
14. Pricing Strategy
A high price point might price out the less committed tea drinkers, but our target
market is tea LOVERS who are willing to pay a premium price for something of real
value and quality. As such, as you can see in the charts below, our pricing is higher
than industry average, but still affordable:
Package
Group
Retail
Price
Expected Sales
Volume
Tea Bag
Pyramid
Shape
$4.99
(25 bag/ per
pkg)
High
Loose Tea
Tin
$6.99
(100g/ tin)
Medium
TASSIMO
DISK
$9.99
(12 T-disks/
per pkg)
Low
16. Key Retailer Stores (Loblaws, Sobeys,
Metro, etc):
• Ease of access for the target
market, as well as attract new
customers with the high quality
promise
Co-Promotional Strategy with Retailers
and In-House Specialty Stores:
• Provides free samples to attract
customers who may not otherwise
try the product
• Informational seminars on the
health benefits of tea in general
and Tetley Premium Masala in
specific
Specialty Tea Stores and High-End
Restaurants:
• High level of service with
knowledgeable sales people,
introduces the product to
people who may not be aware
of it or who may not try it under
other circumstances
18. Creative Strategy/Integrated
Marketing Communication
Target Audience: Our target audience is people who frequent
tea houses and prefer a higher quality of tea. These tea
connoisseurs are generally in the 25-40 age range, in the middle-
class or higher with a decent amount of disposable income.
Key Take-Away Message From All Promotions: Tetley Masala is
high-quality tea on par with tea you can consume at the tea
house. It is a unique product not offered by our competitors.
19. Slogan/Visual Message
The general visual message we’d like to convey through all our promotional
activities and ads is a person sitting at a kitchen table enjoying Tetley
Masala. The kitchen is like a regular kitchen, except it’s crowded as if it was
a tea house. It is a visual representation of the slogan- the person’s home
has been transformed in to a tea house. We want to communicate that the
quality of the tea will make you feel like you’re in a tea house, even at your
own kitchen table.
Slogan: “ Bring the Tea House to Your Home”
20. Mass Advertising
The following 3 forms of mass advertising will be used, and the ads we plan on
ushering out:
1.Television: The TV ad will be a short clip targeted for specific channels and
times. It will begin in a crowded tea house as somebody orders Tetley Masala.
He or she will begin drinking the tea, when gradually the tea house fades away
and he or she is left sitting at their kitchen table. Satisfied with the tea, they
smile as “Tetley Masala: Bring the Tea House to Your Home” appears
superimposed on the screen.
21. 2. Magazines: Target specific magazines- still image with “Tetley Masala:
Bring the Tea House to Your Home” at the top. A person drinking the tea is
center of the page sitting in his or her own kitchen, but the kitchen is
crowded with people around him or her chatting and also enjoying tea,
like a tea house.
3. Online Advertising: Banners on
targeted websites (specifically health
conscious and/or tea enthusiast
websites) that prominently display the
logo and a similar image to the one in
the magazine ad. Clicking on the banner
redirects to the Tetley website where
there is further information on the Masala tea including health benefits,
quality testimonials, and where to find it.
22. Pre-Launch Promotional Activities
Pre-launch promotions start on May 1st, 2013
•Small samples sent out to retailers and specialty tea shops
•Mass social engagement through online interactions such as
Facebook, Twitter, Instragram, and Tetley’s website that will hype a
premium new product
•Promoting on our website and through
social media that health benefits and
high quality taste of Tetley Premium
Masala.
23. Launch Promotional Activities
The launch date is October 1st, 2013
• We begin our mass advertising campaigns as illustrated before
• Active online engagement for any relevant questions from
consumers through Facebook, Twitter, and the Tetley website
• A few PR representatives hit the morning breakfast talk show
circuit to promote the tea in a fun and friendly manner
• A small launch party where we invite employees and members of
the media to join and help build awareness and promotion of the
product
24. Post-Launch Promotional Activities
• Track the sales and make sure that we are keeping up with
demand and that the product is keeping up with expectations
• Utilize the “Tetley Better U” Instragram contest in a new and
exciting manner to specifically promote Tetley Premium Masala.
• Continue to promote the health and quality of the product
25. Promotions Budget
ACTIVITY COST RATIONALE
Mass advertising (TV, Magazine,
Online)
$3, 500, 000 With a budget of this size, we can
produce quality advertisements, and
air/display them in the proper
time/location
Ongoing Online Interaction $130, 000 Accounts for the start-up and design
of the new online features as well as
pays for 3 employees to oversee this
aspect and engage with consumers
on a personal level online
Contests and prizes, as well as
samples
$100, 000 This includes all the free samples of
the product we will be giving away,
as well as the prizes for the contests
we will run
Small launch party and
promotion
$25, 000 More than enough for a small party
to promote the new product
TOTAL: $5, 755, 000
27. Revenue Estimate
Sales Revenue (unit in Mn CAD) Remark
Target Market Quantity
Estimated Market Size 202.40 *
Estimated Market Share 24% **
Estimated Total Market Quantity 48.58
Target Masala Chai consumer group % 15% ***
Target Masala Chai consumer 7.29
Estimated 60 % Consumer interested in play-around 4.37 i
Estimated 30 % Consumer interested in Stay-fresh 2.19 ii
Estimated 10 % Consumer interested in Purity-Intense 0.73 iii
Price per unit (in dollar)
Selling Price (Play-Around) 4.99 a
Selling Price (Stay-Fresh) 6.99 b
Selling Price (Purity-Intense) 9.99 c
Revenue per product group
Play-Around Sales Revenue 21.82 D=a*I
Stay-Fresh Sales Revenue 15.28 E=b*ii
Purity-Intense Sales Revenue 7.28 F=c*iii
Total Sales Revenue 44.37 D+E+F
Note:
• Referred to Canada Food and Drink Report 26
** Referred to PMB Data
*** Referred to Agriculture and Agri-Food Canada
28. Income Statement
Income Statement for Year ended fiscal year by 2013
Sales revenue $ 44,460,000
Less cost of goods (@50% of Revenue) $ 22,230,000
Gross margin $ 22,230,000
Less Promotion and marketing expense $ 5,755,000
Contribution to Profit $ 16,475,000
Where Revenue From:
Tea Market Current value* $ 1,976,000,000
Specialty Tea share 60%* $ 1,185,600,000
Tetley market share 24%** $ 284,544,000
Masala Chai 15%*** $ 71,136,000
Wholesales price 60% $ 44,460,000
Note:
• Referred to Canada Food and Drink Report 26
** Referred to PMB Data
*** Referred to Agriculture and Agri-Food Canada
29. Marketing Implementation
Activity Who May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr
Package
Design
Mkting
Production of
Product
Factory
Sell in to
Trade
Sales
Dept
Ship Product
Create
Ads/Media
Plan
Media
Agency
Marketing
Social Media
Digi
Agency
Product
Sampling
Promo
Agency
Breakfast TV
Launch Event
Agency
In-store POP Promo
Agency
Media Plan
Tetley 'Better
U'
Digi
Agency
Canadian
Living Mag
Agency
POST-LAUNCH
PRE-LAUNCH
LAUNCH
Product Launch Date: October 1, 2013
Post-launch will consist of on-line contests for continuous activity from consumers via social media channels
(Facebook and Twitter). Also, feedback will be encouraged on websites and products. During this post-
launch, sales and inventory will be monitored.
Launch Promotion Plan
30. Control
The controls necessary to monitor the progress of Tetley
Premium Masala are as follows:
• Track sales figures
• Make sure results come close to projected marketing
objectives
• On-going monitoring of competitive activity in order to
reach market share objective
• On-going social media engagement for target market
awareness and trial objectives
31. Appendix – Masala Chai Price Comparison
Table
Package
Group
Compared with
Competitors
Compare with Other
Tetley Tea Products
Compared with
Industry Sales Price
Tea Bag
Pyramid
Shape
Higher than tea bag
package
Stay average Tetley per tea bag price
($3.99/20 package)
A little above Average
Loose Tea
Tin
Higher price than Twining
loose chai tea tin box
package
Higher than average Tetley Specialty
Tea product
Higher than average
TASSIMO
DISK
Exclusive, nothing similar
Higher than average Tetley Tassimo
product price
($6.99/ 12 T-disks)
Extremely Higher
32. Appendix – Masala Chai Pricing Rationales
Package
Group
Company
Objectives
Customer Cost Competition
Pricing
Strategy
Applied Methods
Price
Reduction
Allowance
Tea Bag
Pyramid
Shape
Remained 13% sales
volume increase in
2013 and strength cost
competitiveness
Very Price
Sensitive/
Elastic
Lower Level
Product Cost
with high sales
volume range
The competition of
tea market place in
Canada is in
between with
Monopolistic and
pure competition
whereas several
firms selling the
similar price and
more differentiate
products in the
market.
The Masala Chai
product group will
more focus on
product quality
product value than
pure price
competition.
Market
Penetration to
increase sales in
volume to stay
leadership
position
Cost-base Pricing
Methods:
Use cost per unit
including direct and
indirect cost to add
up for the listed sales
price to remain
average market price
and to gain new
product awareness
N/A
Loose Tea
Tin
Remained leading
position in 24% of the
market place and
increase competitive
advantage
Average
Price
Sensitive/
Elastic
Medium-High
Level Product
Cost with
average sales
volume range
Follow
Competitive
Pricing to increase
market share
amongst those
main competitors
Competitor-Based
Methods:
Set up price higher
than competitors to
signify premium
product image
Seasonal
Discount
(e.g. summer
discount)
TASSIMO
DISK
Continually enjoyed
value leadership in
Canada and still focus
on Tetley's Brand-
driven agenda and
innovation
Price
Insensitive/
inelastic
High Level
Product Cost
with Lower sales
volume range
Market Skimming
to increase
perceived value
rapidly
Value-Based
Methods:
Set high-end price
strategy to increase
overall value of high-
quality health benefit
perception
N/A
33. Appendix – Masala Chai Product Group
Cost Of Good Sold
Total COGS (Direct Labor Cost, Raw Material, etc)
Sales vol &
Total Cost. in Mn
Remark
Play-Around Variable Cost
Estimated Unit Variable Cost $1.00 A
Estimated sales volume 4.37 I
Total Play-Around Variable Cost $4.37 D=A*I
Stay-Fresh Variable Cost
Estimated Unit Variable Cost $1.50 B
Estimated sales volume 2.19 II
Total Stay-Fresh Variable Cost $3.28 E=B*II
Purity-Intense Variable Cost
Estimated Unit Variable Cost $2.50 C
Estimated sales volume 0.73 III
Total Purity-Intense Variable Cost $1.82 F=C*III
Total Variable Cost $9.47 D+E+F
Note:
• Referred to industry Canada that unit cost of good sold ranged from 20-25 % of unit sale price.
