Tetley

Tetley
Relaunch

DANYA SHAHID & ANAIYA ABID

Table of Contents
1 Background of the Tea ................................................................................. 3

1.1 introduction of tea ................................................................................ 3

1.2 Boston Throws a Tea Party ....................................................................... 3

1.3 Clipper Races ....................................................................................... 4

2 background of Tetley ................................................................................... 5

2.1 The Tetley Family Tree ........................................................................... 5

2.2 Company Profile ................................................................................... 6

3 Executive Summary ..................................................................................... 6

4 Tetley in Pakistan ....................................................................................... 6

5 Initial launch of Ad copy ............................................................................... 7

5.1 Identify discrepancies of all mediums wherever they have promoted ................... 9

6 Rejuvenating Process of the Same Brand ..........................................................10

6.1 Reasons behind Rejuvenating ...................................................................10

6.2 Preliminary work..................................................................................11

6.2.1 Sketches for different mediums ..........................................................14

6.2.2 Though process you had while developing sketches-New Adcopy Concept........15

6.3 Target Audience Insights Process ..............................................................15

6.3.1 Identify target Audience ...................................................................15

6.3.2 How you collected Data ....................................................................16

6.3.3 Which Sketch/Communication/Ad copy Target audience liked the most .........16

7 Finalized version of your copy-after inputs from target audience .............................17

7.1 5 ad copies for 5 different mediums ..........................................................19

7.1.1 ......................................................................................................19

7.1.2 ......................................................................................................19

7.1.3 ......................................................................................................20

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 7.1.4 ......................................................................................................21

7.1.5 ......................................................................................................22

8 Conclusion ...............................................................................................22

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1 BACKGROUND OF THE TEA

1.1 INTRODUCTION OF TEA

The story of tea starts with Indian priest named Bodhi dharma. It was about 1900 years ago
when the founder of Zen Buddhism was practicing seven year sleepless contemplation and he
was in his 5th year and he found himself dangerously close to falling asleep and he decided to
chew some leaves form the near bush. These leaved revived him immediately and the use of
these wild leaves continue till the completion of 7 years of meditation.

Tea was considered as a refreshing drink and gain more fame in china and japan. By the time
tea was china’s national drink long ever before it was tasted in the west. Tea is considered as
old as nature. Tea has been part of people’s life for over 350 years but it was never sold with
the name of brand or anything till in the year of 1837 when Tetley brothers went into business
in Yorkshire, England.

1.2 BOSTON THROWS A TEA PARTY

Tea became popular in America also with the similar growth pattern to England. But they had
a conflict was taking place. The conflict started when Britain started to impose taxes on
imported good. And the act of tea 1773 took place and gave right to east India Company to ship
tea directly from china which also made possible for American importers to stay in business.
Unfair taxation made people angry and patriot’s gathers at Griffin’s wharf on Dec 16 1773 and
created an event that would always be remembered as Boston tea party. The men at the Griffin
wharf camouflaged as native Americans boarded the east India company ships, and destroyed
all the cargos of tea and threw them into Boston harbor and similar act or revolt was followed
in other American cities and citizens also turned from tea to coffee to register their disgust
with British rule.

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1.3 CLIPPER RACES

America designed a new streamlined vessel for fastest international trade to carry more tea at
a much greater speed. Whereas east India company was still trading with old fashioned slow
ships for trading. It’s known as the clipper race because clip means to maximize speed from
wind and was launched in New York 1845. Because of these fastest trading ships the cargos
were sold at better prices.

As the time passed tea became the world’s most popular beverage after water. Tea started to
became important in events, serving different purpose in different lifestyles. It was a fixture
of daily life. Buddhist used tea to focus on peace and simplicity in ceremonies. For the English
people tea break is a cultural benchmark, where as in America iced tea became popular as a
beverage at every family and friends table.

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2 BACKGROUND OF TETLEY

2.1 THE TETLEY FAMILY TREE

Tetley USA is owned by The Tetley Group, an overseas subsidiary of Tata Tea. The group is in
the worldwide branded and packaged tea business, and Tetley is the third-largest teabag brand
in the world.

The Tetley Group has its headquarters in Greenford, West London. It has commercial operations
in Australia, Canada, the Czech Republic, Poland and the U.S., tea-buying operations in Kenya
and Malawi and joint ventures in Pakistan and Bangladesh. The manufacturing facility is located
at Georgia, Atlanta, near Darlington, in the northeast of England. The group was acquired by
the Tata Group in 2000.

The Tata Group is one of India's oldest, largest and most respected business conglomerates.
The group's businesses are spread over seven business sectors. It comprises 96 companies,
operates on six continents and employs 350,000 people. The business operations of the Tata
Group currently encompass seven business sectors: communications and information
technology, engineering, materials, services, energy, consumer products and chemicals.

2.2 TATA'S COMMITMENT TO COMMUNITY

The Tata Group believes in “creation of sustainable value.” This means giving back to society
what came from society. The group has been a pioneer in employee welfare, the eight-hour
working day, provident fund, maternity leave, etc., much before they became laws. In recent

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years, Tata companies have started using their core competencies to help in sustainable
development of communities around the world.

2.3 COMPANY PROFILE

Tetley USA, Inc. processes and sells teas in the United States. The company offers black, green,
and iced teas. It offers products through a network of retailers; and online. Tetley USA, Inc.
was formerly known as Joseph Tetley & Co., Wholesale Tea Dealers. The company was founded
in 1837 and is based in New Providence, New Jersey. Tetley USA, Inc. operates as a subsidiary
of Tata Global Beverages Services Ltd.

3 EXECUTIVE SUMMARY

4 TETLEY IN PAKISTAN
India tea giant Tata arrived in Pakistan in October 2003 which was a UK based tea brand named
TETLEY to begin its blending at Hub near Karachi and started marketing in all parts of the
company. Tetley signed a joint venture with Colgate Palmolive Pakistan ltd (CCPL) also known
as strong arm of Lakson’s group of companies. It was the investment of total 150-170 million.

“Our plans are well ahead with the schedule and there are possibilities that the
production may kick off even before October,” the executive said.

Tetley collaboration with Lakson’s was a threat to Unilever because Lakson’s group of company
was already giving Unilever a hard time in different consumer products some of them were
detergents, toothpastes and personal grooming products.

“We are targeting to capture five to seven per cent market share in our first year of
operation,”

The executive stated the facts that annual sales of Unilever and Tapal valued Rs. 8.3 Billion
and 4.5 Billion respectively

“We are hoping to take away the sales of Rs800-850 million from the two leading
market players,” the executive said.

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Pricing strategy was competitive and was decided to be the same as competitor prices.

“We have planned to import tea from Kenya and Sri Lanka due to (their) good aroma
and taste,” he said adding that the company may also use Indian tea for blending.

Pakistan is the third largest tea importer of the world. It mainly imports tea from Kenya,
Bangladesh, Sri Lanka, Indonesia, China and some African countries. In 2002, the country
imported 97,827 tons of tea worth $146 million down from 107,000 tons worth $175 million in
2001. Officials of Pakistan Tea Association (PTA) say tea smuggling in 2003 may reach to 40,000
tons. Loose and packed tea have a 45:55 per cent share in the local market.

5 INITIAL LAUNCH OF AD COPY

Tetley came in Pakistan with Tetley god mix claiming that money back if you dint like the taste.
Whereas Tetley didn’t focused much on the advertisements and hardly had 3 ads in total and
most of them were kind of testimonials and consumer experience with Tetley.

Tetley TVC was based on how to change a typical thoughts of the people around us regarding
general stereotype questions about marriages etc.

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RAI SABKI FAISLA APNA – this TVC of Tetley was all about how it’s important to take life decision
at right time with your own personal choice without any enforcements. Tetley was not much
focusing on its taste or flavors or any other essence with makes Tetley different but was playing
with the consumer mind with different social issues in Pakistan. Which didn’t worked best for
Tetley.

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JAGO TO PURA JAGO- in this second ad and continuation of these ads as testimonials were more
towards rational but also creating a connection with family and creating an essence of morning
tea time and evening tea time after work and how much it’s important for the ladies to spend
a pleasant evening with their loved ones with a good cup of tea.

5.1 IDENTIFY DISCREPANCIES OF ALL MEDIUMS WHEREVER THEY HAVE PROMOTED

Tetley from its name does not come clearly in customer’s perception as still in Pakistan people
pronounce Tetley as Tetley or Tatli. In two ads of Tetley it’s not even clear that what the exact
name of the product is. After packaging and Name the second most important thing that makes
a brands image and increase the demand of customer is the advertisement of the product to
clarify what and who is the target market. Where Tetley again tend to fail was when it used a
slogan “pehley ankhon sey pee, saanson sey pee, phir honton sey pee to janat mili”. Nobody
could really understand what completely the ad said and meant. In Pakistan Tea Players have
completely tapped the market through the strong notions such as Tapal, it uses the Family
concept where it shows family members love and bonding. In contrast Lipton Yellow Label
caters the youth and teenage segment. Tetley came in Pakistan without planning and market

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research and what are the needs of the target market and how they can be attracted towards
the product. Furthermore, the ads of Brook bond Supreme of Apna pan was used to completely
vanish Tetley from Pakistan.

6 REJUVENATING PROCESS OF THE SAME BRAND

Tetley is a leading brand of Tea in UK since 1837. It has distinctive tea flavors all over the
world. Even in UK people prefer Tetley tea more as compared to other brands. But why it badly
failed in Pakistan, there are many reasons for it. Initially any product comes to customers mind
by its name and packaging. The packaging color is quite odd for a tea. Tea usually has a golden,
skin, reddish color but there is no way to represent a tea with purple color. This shows what
mistakes Tetley has done in their packaging. But here the question arises that Dairy Milk also
has purple packaging of its chocolates then why was there an issue with the packaging of Tetley.
Chocolate is an item which comes in many different color packaging, from US and Middle East
chocolate even comes in white, black and orange colors so yes there is no issue with the color
of packaging of Cadbury. But how can you make a tea brand purple, Tea can only be recognized
by yellow, golden, green, reddish colors as strong, and green tea has colors like yellow or green.
So after a lot of research and market analysis we decided to furthermore find out reasons
behind the failure of Tetley and the main reason why it failed was because at the time when
flavors of tea were not common, Tetley launched its flavors and not everybody prefers to have
flavored tea. Also it was very unclear in the ads of Tetley because they failed to build a
connection with their target audience

6.1 REASONS BEHIND REJUVENATING

Tetley being a well-known brand failed in Pakistan and there were a number of reasons for it.
The market for tea brands is very competitive though and they already have a lot of tea wars
but Tetley has an advantage of already being there in international markets and have a greater
market share. We are focusing on bringing Tetley green tea range and reason behind that is
that we will bring out a strong message for our target audience since everybody is health
conscious these days and the perfect blend of tea would help them balance their diet.

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6.2 PRELIMINARY WORK
AD COPY 1

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AD COPY 2

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6.2.1 Sketches for different mediums

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6.2.2 Though process you had while developing sketches-New Adcopy Concept

6.3 TARGET AUDIENCE INSIGHTS PROCESS

Since health has become a main concern within most households, the average tea drinker is no
longer the primary target. Pakistan is a country with a population of more than 190 million. Whether in the rural
or urban areas tea is a phenomenon that is prevalent across all Pakistan socio economic classes and regions. Tea drinking
habits are probably adopted by children at the brink of adulthood around the age of 16-17. One very major reason for that
could be that it is around this time that many children give the first major exam of their series. Hence tea provides a good
source of staying alert and rejuvenating the senses. Hence tea is drunk across all age groups starting from the age mentioned
above.

Tetley has created a variety of healthy tea drinks to promote their new mission of creating a
healthy sustainable lifestyle via hydration. Typically, the original Tetley audience was females,
late twenties all the way up to women in their eighties who enjoyed tea time or tea with
breakfast. Now that Tetley has created some more exotic flavors and variations in international
markets of how to drink tea, a younger, healthier demographic is being targeted. The health-
conscious mothers, daughters, and grandmothers are the new additions to the primary
audience. Tetley has launched many segmentations of herbal and health teas over the past few
years to address the demand for healthy options.

6.3.1 Identify target Audience

 SEC A and B
 Male and Females
 Behavioral and consumption: Non-users who have tried tea bags but are not aware of
flavored tea bags. Consumption is low, heavy tea drinkers but medium tea bag users.
 Psychographics: Lifestyle: Working professionals who live a stressful and busy life.
 Attitudes/Interests: Health is of utmost importance, they are active and don’t
compromise on their body and health. They are open to new experiences.
 Needs: they feel they deserve to get their choice and don’t want to stick to just
alternatives. Convenience and hygiene is important to them.

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6.3.2 How you collected Data
Data was collected using google forms. Two of the sketches of the ads were shown to our target
audience and were asked to select the best one thus the first ad copy was selected.

6.3.3 Which Sketch/Communication/Ad copy Target audience liked the most

The target audience liked the first ad copy the most.

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7 FINALIZED VERSION OF YOUR COPY-AFTER INPUTS FROM TARGET
AUDIENCE

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7.1 5 AD COPIES FOR 5 DIFFERENT MEDIUMS

7.1.1

7.1.2

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7.1.3

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7.1.4

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7.1.5

8 CONCLUSION
In our opinion, Tetley is doing a great job providing for their customers, but it failed to deliver
in Pakistan. I think they meet their supply and demand perfectly and have done well for
themselves. A key thing for them to do to continue strengthening their reach to their target
audiences would be to give the audience more chances to sample the new products. Change
can be overwhelming so introducing new products in a smooth and friendly fashion could
increase brand loyalty and not intimidate original customers. Tetley should keep up its online
presence via social media and continue to innovate themselves to reach their target audiences.

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