Question

Topic: Advertising/PR

Launch Of New Tea Brand In West Africa

Posted by Anonymous on 9/22/2007 at 10:27 AM ET 250 Points
Hi. looking for ideas on advertising / product positioning of a new brand of tea bags in West Africa.
It is a fragmented market (population 65% rural so awareness is difficult to achieve). Most products are sold in roadside kiosks/shops as price sensitivity exists. Am not sure if i should be innovative and position the product as a luxury item aimed at the affluent or go mainstream like other brands ... if the latter, looking for tips to make the product stand out amongst the competition! wouldnt it be contradictory to position it as "luxury with an affordable price tag"?
are there any other african models i can study and gain ideas from?
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RESPONSES

  • Posted by ilan on 9/22/2007 at 11:17 AM Accepted
    You have to conduct a study of all your competitors.
    Make clear identification between the multinational brands (Lipton,Nestea) and the local brands.
    Following that , see what each one of them claim (positioning,target audience, attributes etc.) and see what makes sense for you, in terms of your budget, to do to compete with them.
    Giving you "ideas" is not going to help you compete effectively.
  • Posted on 9/25/2007 at 7:30 AM Author
    thanks,
    local brands don't really advertise. they just produce a cheap (very low standard) product and sell it at a cheap price.
    i will see how the multinationals operate as well as the middle range 'private' brands. and position myself accordingly.
    will leave question open for a little while to get some more inputs....
  • Posted on 9/28/2007 at 7:14 AM Author
    Thanks. this is a good idea and can prove useful if i target the right audience and handle it in a cost effective way - this way i can also tap in on 'word-of-mouth' to create awareness. i am already in discussion with a few cafes here to serve the product exclusivley.

    question remains open for a few more ideas please.
  • Posted on 11/7/2007 at 11:17 PM Member
    What options could you suggest me for positioning a new brand of tea? I m really confused. I m a student and i got it as a assingment.
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