Situation Analysis Pr

552 words - 3 pages

Tea Revolution Situation Analysis The 'Tea Revolution' has been introduced to the Czech market by a company named, Tazo. Before creating the brand the company conducted a research which indicated that tea sales in the US have exceeded $5 billion in 2002, in comparison to 1990 sales -of only $2 billion. Hence the category growth offers new emerging tea companies a good opportunity to win a large market share. Since the industry is dominated by brands, such as Lipton, Twining, Pickwick and such, there is a good opportunity to innovate and bring out, new, more improved variety of tea brands. Successful launch of the product in the US, allowed the company to expand throughout the world, as "Tea Revolution" offers more improved technical innovation, along with attractive easy opening sachets that ...view middle of the document...

A presentation of new tea on appropriate exhibition will introduce the product to relevant media, lifestyle, travel and fashion industries. It will be a combination of tasting and giving away samples of different flavors teas and tea drinks. There will also be a conference held at a later date, where tea experts will explain about the various tea ingredients and prepare a demonstration on different tea preparation techniques. Following the presentation and positive press release, the brand will be established as a leading world expert in the tea market. Next step is to send press releases and media kits, with information about tea's health benefits, new flavors, events to appropriate media mainly lifestyle magazines supported by visuals of a product, logo, and commercial spot. Also the new tea will be distributed in well known stores and cafés, such as, 'Coffee Heaven'. Another promotion tactic would be offering limited edition for certain tea flavors, in order to introduce it the company will distribute posters about variety of teas 'tea revolution' has to offer, in shopping mall based kiosks. As well as introducing benefit type cards that would allow customer to purchased tea at a discount price, along with other benefits, such as promotions of buy one get one free.Goals Through this promotional campaign, we expect to introduce a new brand of tea to Czech market in order to create more competition and variety for brand awareness, which will be created trough presentation and conference events. Open conferences should be a positive social event that will not only be mention by the media for the qualities of the tea, but will also create a public appeal image. Representation in media will be reflected upon our customers, therefore, after the campaign, they will be more aware of the new product benefits. The budget will be specified according to the proposal

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