Question

Topic: Taglines/Names

In Home Drive Of Tea Bags.

Posted by Anonymous on 10/26/2011 at 8:46 AM ET 250 Points
Since Tea bags are the most profitable mediums for Tea industry. We are given the task to run a 360 degree Marketing campaign which ensures the in home drive of Tea Bag. As most of you might know, tea bags currently are being used in Offices, Cafes & Universities. We want people to start using Tea-bags in their homes as-well instead of using loose Tea. Our task is to provide a BIG IDEA on which we will build to make sure Families start using Tea bags in their homes. We are looking forward to a Tag line which uses the values of home and relates them to tea bags.
Note: It is important that the Big idea is not negatively cannibalizing loose tea.
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  • Posted on 10/26/2011 at 9:44 AM Accepted
    Where?

    Isn't the competition loose tea? If so, you will want to promote the advantages of tea bags over loose tea -- and that will cannibalize loose tea unless you also promote the advantages of loose tea at the same time.

    That is not necessarily a bad thing, because you can grow BOTH businesses instead of worrying about cannibalization.

    I'd treat each segment as a separate brand and let them compete on their merits. Besides, if tea bags are more profitable, then cannibalization is your friend, not the enemy.
  • Posted on 10/26/2011 at 12:27 PM Author
    In Pakistan.

    Yes the competition is loose tea but if you notice i used the word "Negative Cannibalization" For Ex. We don't want to say loose tea is unhealthy, just an example.
    I know tea bags would be directly competing against loose tea at homes but we don't want to do negative promotion for loose tea because if our idea of bring tea bags to homes doesn't work we might even lose the sale of our company`s loose tea and people might shift to loose tea of other brands. I hope this clears everything.

    People come up with ideas of the BIG IDEA and the Tag line. It`s very urgent.
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