Question

Topic: Advertising/PR

Appropriate Activity For A Tea Bags?

Posted by Anonymous on 12/2/2008 at 3:00 AM ET 125 Points
What should be the appropriate activity in order to create noise, establish brand image, communicate the brand message for a teabag brand at super markets and Hypermarkets?

Target Market = 18 - 35 - Urban Dwellers
Brand = A Famous international brand
Type of Activity = In store activity in Super markets and Hyper Markets
Key Deliverables = Generate Noise, Establish Brand Image, Communicate Brand Message, Sales Generation.

This brand has a very low profile in the market, although they have the credentials to claim a larger market share but to certain unforseen circumstances they have not been able to manage a substantial spark amongst the customer for the customers.

So i need to know what sort of activity along with appropriate strategy would be beneficial for the teabag brand?

Your response will be highly appreciated!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/2/2008 at 9:27 AM Accepted
    Serve recipes made with your tea: special drinks (alcoholic or not), foods (flavored with tea), and even tea aromatherapy.
  • Posted on 12/2/2008 at 11:20 AM Accepted
    In what countries is your target market? Every country has a different attitude and drinking habits. To give you an idea, in UK, they drink tea like water, and tea always goes as the primary drink at home when you have guests; in Italy it is a breakfast drink, but not drank by the majority; in China, it is always appreciated anytime during the day, and origin of the tea and quality defines it.

    What I'm trying to say here is that you need to know who buys your tea, why they buy it and how they use it. If you're selling in a Western market, you could try to comarket with, say for example, a brand of biscuits by giving free samples with each package.

    Big western tea brands usually resort to tv advertising, but if that is out of your budget, than Jay and GK's advice. Throw in some CSR to generate buzz with the media.

    Best of luck,
    Davide Pasini
  • Posted on 12/2/2008 at 1:36 PM Accepted
    How about a good old giveaway contest? If the catagory is 18-36 I would do something with the caption of "Steep This."

    You can tie in the steeping of tea to some sort of steep giveaway such as mountain bikes, a ski package, a summer mountain getaway??? It can cross promote the healthiness of tea vs. other drinks and the healthy outdoor mountain activities.
  • Posted on 12/2/2008 at 2:41 PM Author
    Sir Thank You for your assertive responses. IF i needed to just provide samples or giveaways i could have done it earlier but the situation is here is a bit complex, i require a experiential marketing idea that penetrates into the market delivering a brand experience.

    Davide your observations are accurate and i need to formulate experiential marketing idea for the Pakistani market. I am already doing something in hypermarkets with the concept of giveaways sampling but i need to do something that is out of the box and unique yet results in the identified deliverables.

    However, my dear learned fellows i need to do something in supermarkets of major metro cities in Pakistan. However, the major problem is that supermarkets in Pakistan do not have that much of free space, so any sort of big setup will result in a congested outlook.

    Hence i need something that is KISS = Keep it short and simple yet highly creative.

    However, if any of you had come across any such sort of activation across the world do let me know.

    Last but not the least THANKS for your prompt and healthy responses
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