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What we ’ ve been asked to do…. What we aim to do…. 15% 50%. Brand Overview. Premium. Treat. Modern. Classy . Sleek. Recyclable. Comforting. Upscale. British. Careful Sourcing. Sophisticated. Luxury. Healthy. Quality. Fresh. Passion. Industry Research.

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Presentation Transcript
brand overview
Brand Overview

Premium

Treat

Modern

Classy

Sleek

Recyclable

Comforting

Upscale

British

Careful Sourcing

Sophisticated

Luxury

Healthy

Quality

Fresh

Passion

industry research
Industry Research

Standard tea is dominant.

ABC1 25-34-year-olds

8/10 Adults in the UK are tea drinkers.

Growing health and ethical consumers

secondary research
Secondary Research

Rise in herbal tea

English breakfast teas seen as a comfort

Green Tea increased 12.6%

Lack of knowledge and awareness

slide9
One

Women are more likely to drink tea, to relieve stress.

slide10
Two

Mutual agreement that tea in a tea pot tastes best.

three
Three

Me time drink

slide12
Four

The young are more adventurous tea drinkers

slide13
Five

Educated urbanites drink tea to relieve stress

slide14
Six

Very few places make a good cup of tea.

slide15

25-34 Year Olds

Educated Urbanites

primary research
Primary Research

We asked the target audience

meet matt affluent urban professional
Meet MattAffluent Urban Professional

Business graduate

Lives in Fulham

Rents a city apartment with friends

Single

On trend

Everyday Internet user

Hard worker

Goes gym regularly

Shops in Waitrose

Reads The Guardian

meet martin and joanne well off professionals
Meet Martin and JoanneWell off Professionals

Couple

Living together in a converted flat

Cambridge

High incomes: earning over £50,000

They love their credit cards

Extensive Internet users

Often go to the Theatre

Regularly read The Times

Eco friendly recyclers

therefore
Therefore…

Always about: commuting/travelling

Target market is stressed

Enjoy ‘me’ time

Drink tea at home

To de-stress

slide26

Implementation and Social Media Plan

Weeks 41-43

Winner goes on a luxury holiday (sponsored by Traveller Magazine) to India with tea inspired events.

They are given a camera and have to document the trip – official ambassadors for the brand

Weeks 22-38

Caption Competition launched via Facebook. One photo chosen by the MCOT team.

Captions can only be posted if you like the MCOT Page.

Airport teepee’s and booths in the executive lounge

Weeks 1-4

Post clues about the elephants coming on facebook. Send out press releases about elephants.

Weeks 17-22

Analyse and issue press releases

Winner of the caption competition used in the outdoor media campaign.

Weeks 49+

Weeks 4-7

Weeks 8-17

Magazine print is distributed.

Continue to measure the original objectives of the campaign. Use the fan base created over the duration of the campaign to leverage further sales.

Big footprints- scanable to link to the facebook page – ‘The Elephants are coming’’

PR stunt- The Elephants are Coming. Everyweek for 6 weeks – London, Leeds, Nottingham, Cambridge, Edinburgh and Manchester

Weeks 43-48

Photos are then used through Facebook to advertise MCOT.

Partnership with Conde Nast Traveller Magazine. Give them an exclusive editorial about our competition winners tea themed holiday.

Big red footprints with a small white MCOT logo and the bottom of the print.

budget
Budget

Footprints: £2,200

Red paint: £600

Foot print staff: £5,000

Tea/sales staff: £12,000

Online staff: £2,000

Actors including travel : £24,000

Red elephant costumes: £1,000

Teepee and accessories: £9,400

Billboards: £10,200

Flights: £2,850

Hotel: £3,130

Permits: £120,000

Agency Fees: £50,000

Social Media: Free

Total: £242,380

conclusion back to kpi s
Conclusion / Back to KPI’s

Tea drinking being a personal experience for the consumer; communicating with the consumer on a level where they can identify with the brand.

Our main focus is to position My Cup Of Tea as a drink used by educated urbanites to de-stress.

We believe this campaign appeals to our target market on a interactive and engaging level and will therefore allow us to increase sales, awareness and brand ambassadors for My Cup Of Tea.