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Strategic Marketing

In: Business and Management

Submitted By harismoin
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Brands often witness the start of their journey coming to a standstill when they fail to facilitate the cultural aspects and norms of a society no matter how successful they have been in ages in their own country. What happened with Tetley in Pakistan is an interesting story; it failed to do well despite its established existence in the UK since 1837.

Even in UK tea is preferred more over coffee which caters to a different cultural set. Similarly, tea is more of a South Asian concept, it is consumed in a totally different manner as compared to the UK market that is why flavored tea doesn’t strike us well into its consumption, the cultural phenomenon cannot be ignored, orange tea or strawberry tea and that too a hot beverage cannot relate to the Pakistani market.
For any brand to be known well awareness needs to be created when it is launched while the key to success is based upon three important factors:

• Differentiation
• Doing something with an Impact
• Creating publicity However, at the end of the day perception matters a lot, if the perceived positioning is tainted the brand image would have a negative impact. Tetley internationally has a trendy positioning, that comprised of innovation and younger, upbeat and lively brand. On the other hand, Lipton had been targeting the youth with their tea bags which is also going through a shift to target house wives and offices. Supreme had been successful because of its cultural association while Lipton too had been doing well till is associated with Basant, the rule of a good brand is to bring itself down to a local level to talk and relate to the ultimate consumers. This is the reason why Tapal has always been successful, its execution and ideas are quite local.

Tetley had a brand building activity through its animated characters known as ‘Experts in Branding’, the tea folks have names as well, what Commander Safeguard is to the target audience here in Pakistan, Gaafa and folks are to the tea target audience in UK., the association of these three characters has done wonders in striking a conversation among the consumers. Perhaps, this animation would work well in Pakistan as well, if the idea is skeptical let’s wait to see the target audience of Commander Safeguard/Safeguard grow up to accept Tetley’s animated ads. Tapal Safari tea is the only brand here that uses animation.
The brand has had a good take at copyrighting, like for example:

• "Not for the Faint Hearted" (England)
• "Look on the Bright Side" (Australia)

Some of their good ad taglines have been:

• "All Rounder"
• "Great Tasting Tea Since 1837"
• "Big Cuppa"
• "My Cuppa Tea"
• "Tetley. Everyone's Cup of Tea"
• "That's Better. That's Tetley!"

Quite a few of them were for a different variant altogether and highlighted the functional aspect much through what is known as the hard sell approach and through story telling which was the case with animated ads.

Have a look at some cool animated ads by Tetley:

What Tetley failed to show was their core differentiation built upon heritage, their culture, positioning and innovation (tea bag). With the concept of the celebration of tea time coming from England the brand has a good range of products coupled with good marketing through international campaigns that they could have capitalized upon but in vain.

The concept of tea in Pakistan is a very interesting one which makes one wonder about what could possibly happen if tea was to vanish away just for one day, let the imagination run wild to think about what could happen and marketing would accost a new story altogether, we are a dedicated tea consuming nation.

Now compare Tetley's ads in Pakistan with that of their international campaign, it has been a disastrous story mostly ... One of the first few ads had a jingle which says: "Pehlay aankhon sey pee, saansoun sey phir pee, hontoun sey jo pee tou jannat milee!" (Can’t find the TVC!) Looks like this ad was getting people right to their graves and finally the Hereafter but a good end towards heaven altogether, however, these words are pretty lame. Tetley deviated from their international campaign taglines that could have worked well locally as well and as discussed in the class, everything was as blue as Nestle Everyday, hence, giving a feel of this particular brand.

At that point in time, Everyday was also playing their jingle, Lipton had their Hadiqa and Ali Haider campaign, Supreme was airing "Teen ka Kamaal". Eventually Tetley let go of it's 'heritage concept' and jumped on to the stuff that everybody else was doing, they had included a lot of 'Me Too" ideology in their TVC and in others later on, therefore, the focus was lost while letting go off differentiation. In a nut shell they didn't do what a new entrant was supposed to do in the market and they also didn't talk about their history that could have left an impact on the target audience and engaged them in with the story.

An attempt at suicide followed and it was very successful at killing the brand. Four months after its launch in Pakistan, Tetley introduced a consumer promotion and that too for every pack they sold. Whether it was about competitive advertising targeting Brooke Bond Supreme or Tauqir Haider shown in the market place comparing other brands, the idea was the same ... to highlight the brand as a cheap one coupled with odd strategies, at the same time 'Apnapunn vs. Soutailapunn' was much highlighted upon. While every brand had increased price because of an increase of import duty, Tetley spoke highly about price reduction but later on they also increased their prices. The brand was head on with its challenger strategies while the leaders were not bothered to respond because they didn't feel threatened or bothered by as small a brand as Tetley was considered.

Ramzan offer including two Tang sachets with Tetley was evident of the fact that people would buy it because of Tang since cold beverages have high sales in this particular month, in totality it was a combination of a hot beverage with a cold one.

Tetley Bungee Jumping TVC Reply (Do share if you find this particular ad):

The situation turned over a new leaf in 2007 when Tetley was able to highlight the weakness of the competitor, Lipton and things did seem to turn in their favor. This ad was a response to Lipton's bungee jumping ad and talked about the functional aspect of Tetley tea bags that gave the brand a competitive edge in terms of the need of using only one tea bag instead of two that people usually use. This was because of the strong effect their 2000 perforations in the tea bag gave which ruled out the need of using two as in case of the competitor's. Thus, finally differentiation was highlighted and the situation that told something new was happening.

Expert in Innovation:

As mentioned, what works in other cultures doesn't necessarily mean it would have worked over here as well. Tetley's soft pack didn't work in Pakistan because people prefer to let it remain in the package and have it as a reusable thing while, compared to the UK market where the concept of tea jars prevails. Thus, hard packs were the need for our market.

Tetley’s 'Draw Strings' tea bags are an energizer for the brand, however, were not commercially viable in Pakistan and had to be taken off the market.

The brand also focuses on its 'Ethical Tea Partnership' which emphasizes upon the need for a responsible tea industry and shunning down tainted ethics. For instance, a wrong practice often includes child labor obviously but other than that, including stems to be worth discarding. Fair practice is a strong belief for Tetley.
Reason for Failure in Pakistan:
• Not doing an analysis of the market to identify what could have been applicable,
• Failure to do a SWOT analysis,
• Not creating a brand identity,
• Not talking about their heritage and strong presence since 1837 which is something to own.

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