Question

Topic: Strategy

Tea Marketing

Posted by Anonymous on 7/20/2007 at 6:53 AM ET 250 Points
A big tea marketer having more than 35% market share plans to give a discount on one of their SKU's. The SKU is a jar of tea that is primarily targetted towards Middle Class families in Urban and Semi-rural areas for whom SKU utility (usage of the jar again) and Economy is important. The major customer is the mother/female of the house and the consumer is the whole family. She values her family and does her utmost to do everything for them but within her budget.

What alternative to a discount can the marketer give?
If a discount is to be given, what emotional message that will affect the mother?

I would appreciate your answer to both these challenging questions.
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RESPONSES

  • Posted by bobhogg on 7/20/2007 at 9:28 AM Member
    Sounds like a student assignment question.

    Read the guidelines here first:
    https://www.marketingprofs.com/ea/guidelines.asp

    ...especially the bit that says "Experts are happy to help students explore their thoughts, but they will not do their assignments for them. If you are a student, be sure to share your own ideas along with your question."
  • Posted on 7/20/2007 at 2:56 PM Author
    Pls understand that this is not a student question.
    I am a professional working in an Advertising agency.
    The reason the question is vague is that I did not want to reveal the exact information about the brand or campaign, but once it is implemented I will copy links where you will be able to see the on-ground campaign.

    Also, this question is not closed as the last anwer was a personal understanding of the respondent.

  • Posted by Chris Blackman on 7/22/2007 at 9:07 PM Accepted
    What alternative to a discount can the marketer give?

    You could package the jar with a premium, for example a sampler pack of something else, maybe another (small package of a higher priced) tea type, biscuits, a free tea strainer, or something else that goes with tea.

    If a discount is to be given, what emotional message that will affect the mother?

    That she's giving her family the quality they deserve but conserving her budget. e.g. "Same high quality, new low price" (Maybe it's only a campaign discount, so it might be "For a short time only" or "While stocks last. Which, at this price, won't be long".)

    Hope that helps.

    ChrisB
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