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2
3 Secondary Research
3. Company: Marketing Mix
4. Company: SWOT
5. Competitors
6. Climate
7. Collaboration
8. Customers
9. Primary Research:
9. Closed questionnaire findings
9. Open-ended qualitative questionnaire findings
10. Target Audience:
10. Who are they?
11. What do they have in common?
12. An inner monologue
13. Strategy:
13. Consumer insight
13. Brand insight
13. Proposition
13. Big idea
14. Objectives:
14. Business goals
14. Marketing objectives
14. Marketing communication objectives
15. Creative concept
15. Proposed campaign
16-19. Creative executions
20. Media Plan/ Tactics:
20.Experiential - Lovebox
21. The Dorset TeaPee
22. Experiential—Careers fairs
23. Digital Competition
24. Reach
25. Target audience reach: a breakdown
25. Timings
26. ROI:
26. Meeting the objectives
27. Budget
27-28. Breakdown
29. Get in touch
30. Appendix
Copy of questionnaires
CONTENTS
3
SECONDARY RESEARCH COMPANY: Who are Dorset Tea?
Product: Black Tea
Gold label tea (Premium).
Ingredients sourced from around the world.
Packed in Wimborne.
Dorset Tea has won 2 Star Gold Taste Awards.
Rainforest Alliance certified tea.
Price
Gold label tea at a red label price
£2.65 for 80 bags
Place
Stocked in Waitrose, Tesco,
Sainsburys and Asda nationwide.
Also available to buy online.
Promotion
Dorset Tea engage in competitions on their
website and social media.
They also engage in product sampling.
Performance: How effectively are
Dorset Tea achieving their goals?
Dorset Tea has 22,854 likes on Facebook,
7253 Twitter followers and 135 followers on
Pinterest. Engagement with their followers is
high, therefore their online presence is strong.
Supermarkets are critical to Dorset Tea’s
success, as they are stocked nationwide and
this is their main selling channel
Product Line:
What do they
manufacture
and how successful is it?
Dorset Tea currently
only manufacture
and stock Black Tea.
Whilst there is a lack
of product
differentiation within
Dorset Tea’s range,
their premium
standard for black tea
is successful.
4
COMPANY: SWOT analysis
Dorset Tea has a unique ‘outdoorsy’ positioning
Quirky, authentic and friendly personality
Current audience online is extremely engaged
Local brand
9/10 people aged 16+ drink tea
3/5 people aged 16+ drink tea everyday
Rainforest Alliance member
Dorset Tea don’t currently focus their marketing on
emotional benefits for their consumers
Current marketing focus is on one media platform,
online
Black tea is in decline and it is the only product they
have, therefore while other brands have alternatives -
i.e. herbal teas – Dorset Tea relies entirely on black tea
Youths like brands that a) make life fun,
b) make life easier, or c) help them save money
The current engaged audience online can aid
sharing and promotion to the younger audience
Youths value brands that strive to be socially
and digitally connected in everyday life
Youths want to be part of a brand experience
Premium tea will add value to the a black tea
market in decline
Clipper and Yorkshire Tea currently engage in
promotional activities that target the 16-24 year old
age group
16-24 year olds see tea as ‘bland’
The black tea market is in decline
Major tea brands are using above the line media
investment to reach mass audiences and thus secure
market share
THREATS OPPORTUNITIES
STRENGTHS WEAKNESSES
SECONDARY RESEARCH
5
COMPETITORS
Having reviewed the brief, we initially investigated into Dorset Tea’s current competitors; basing our research on the product, past
communications, brand personality and desired use occasion. Following this, we conducted some primary research into the tea habits of
Dorset Tea’s intended target audience; which we will discuss in detail later in this document.
You can see below our findings; Dorset Tea’s current competitors, versus the competitors when taking into account the preference of 16-
24 year old tea drinkers.
SECONDARY RESEARCH
6
CLIMATE
The tea market is
estimated to reach
£683 million in value
sales in 2013 and
grow by 0.6% over
2013-2017 to reach
£687 million.
Sales of everyday
standard tea saw a
1.6% drop in value
sales over 2010-12.
Ordinary teabags
still dominate and
account for 70% of
the market.
Almost 9/10
consumers drink tea,
with 3/5 doing so every
day. This demonstrates
how tea drinking is
almost universal and
considered a British
staple. 3/4 consumers see tea
drinking as part of being
British. Heritage and
regionality are key
attributes within the tea
sector, which brands
have been keen to mine
in their marketing.
56% of tea drinkers
say they ‘enjoy’ the
ritual of tea
drinking, suggesting
an ingrained habit
and a perception
that tea offers value
above and beyond
the drink itself.
Emphasising the
quality credentials of
speciality and loose tea
should help to justify the
price differential, with
scope to convince a
greater number of
consumers to trade up to
these types, adding value
to the overall market.
A need/mood-oriented
positioning is likely to
find particular favour
among younger
consumers, who are
more likely than average
to use teas for their
functional benefits (30%
compared to 23% on
average).
Likely owing to its
heritage, 17% of 16-24s
see standard tea as
‘bland’, compared to 9%
on average, indicating that
among the young,
standard tea has a rather
staid image.
With 25%, especially
16-34s, only drinking hot
drinks when the weather
is cold, the market needs
to look to seasonality or
cold formats as a means
of driving usage beyond
that as a cold weather
accompaniment
Taken from Mintel report: Tea and other hot drinks – UK – June
SECONDARY RESEARCH
7
COLLABORATION
Dorset Tea’s previous collaborations have included... Dorset Tea ran a competition
in collaboration with The
Baking Birds, challenging
Dorset Tea’s customers to
make a cake including
Dorset Tea be in with the
chance of winning prizes.
Dorset Tea sponsored Camp
Bestival in 2013, appearing at
the festival alongside running
competitions on their Facebook
in collaboration with the event.
SECONDARY RESEARCH
8
CUSTOMERS
Feel-good factor via personalised marketing will
appeal to a demographic which has a lot more to
worry about than previous generations. Youth
audiences are looking for authentic experiences
based on their existing passion points, as they
‘seek meaning’ in everyday life.
Millennials are rethinking what matters to them and
seeking more out of life, so they value the things
that are intrinsically important to them as
individuals.
The more Millennials interact with a brand, the
more likely they are to recommend it. Need to keep
up to date, be seen as the coolest brand, favourite
within the category,
promotions, getting the latest news. Self-expression
– facilitating genuine personal expression makes a
difference in everyday life, forming an attachment
and closer relationship.
Generation Y is far more aware of marketing and
advertising than previous generations and with this
commercial awareness comes scepticism about the
nature of advertising. This means they may not
respond to traditional marketing methods in the
same way as previous generations. Therefore,
brands need to be authentic.
Everything a brand does needs to be justified by a
particular reason beyond financial ROI- 26% of their
time is spent on multiple media and as a result they
have got very good at filtering out all the boring bits.
Current primary
demographic for
Dorset Tea is:
35 to 54
Extremely engaged with the
brand online
Nationwide
16 to 24;
MEDIA
CONSUMPTION
HABITS:
The Internet tops TV and print not only as the best source
of entertainment but also for credible news coverage. The
Internet, including social media, was seen as the best
source of entertainment by 64%– crushing print magazines
and newspapers, with a mere 3%.
Increasing interactivity. Teens are becoming active partici-
pants in creating or posting media, with over a quarter
(27%) of those aged 12 to 17 uploading
videos and images to the Internet (up from 14% in 2006).
THE INTENDED AUDIENCE– 16-24
16 to 24;
INTERACTION
WITH BRANDS:
16 to 24;
WHAT THEY
VALUE:
Being considered trendy or cool and being popular with
the youth is by no means the same thing. Brands popular
with the youth meet one or more of the following criteria:
make life fun, make life easier, help save money. By meet-
ing these needs that are important to young people’s lives
they are able to develop a strong relationship.
Building upon the facet of ‘fun’, having good content and
‘shareability’ can make a brand appear more important for
the youth. Youth value brands that are innovative and that
strive to be socially and digitally connected in everyday life.
The youth are more engaged and have more contact than
ever with brands.
SECONDARY RESEARCH
9
PRIMARY RESEARCH
“They have never experienced
a boom period – the economy
has always been in decline.”
(CIM, 2013)
“60% of younger millennials
believe they will be worse
off than their parents.”
(CIM, 2013)
The position of the target audience and the
anxieties they have is something we found
very insightful and an area we wanted to look
into further…
QUESTIONNAIRE ONE
- Broadcasted to 16-24 year olds
- Drinking habits, buying habits and
what it would take for this them to
change the brand of tea they buy
- Over 180 responses
- Provided us with some interesting
information to kick start our project
QUESTIONNAIRE TWO
- Moved into territory which was a lot
more emotional and personal
- Tapped into the anxieties that
this group hold
- Future Plans is what is on the
majority of this groups’ mind most of
the time, future plans was also one of
the most important thing to them.
I’m always thinking about what the future will hold, what
I want to do and how I can make it happen- so much so
that I do not think I live enough in the present.
FINDINGS
These people are in multiple
lifestages who are extremely
busy. They’re all at junctions
in their life where they have
big decisions to make, lots of
routes to go down and are
feeling the weight of this
pressure to find their way.
We wanted to find out a little
more about the lifestyles and
anxieties of this group; we
carried out a second open-
ended more qualitative
and in-depth
From our research, we found that those in this
target audience are all
ambitious
They are all in limbo working hard and fast to
get somewhere in the future that they aspire
to be.
10
TARGET AUDIENCE Who are they?
Those within the 16-24 age group is extremely diverse, at potentially very different stages in their lives:
Continuing through full-time work
Completing apprenticeship and continuing
on to permanent work
Living at home or looking to rent first own
home
Finishing university and searching for a
graduate job
Finishing university and looking to do
further education
Starting full-time work
Working on an apprenticeship
Living at home
Continuing through university
Living away from home
Leaving school
Starting higher education
Living at the parental home
Moving to university
Looking for apprenticeships
Working part time
16-18 year olds 19-21 year olds 22-24 year olds
11
TARGET AUDIENCE What do they have in common?
Day-to-day escapism, such as seeing friends, watching a film or reading a book, is key to
switching off regularly. Having larger, long-term plans, such as holidays, big shopping
trips or a change of scenery in general, help keep up motivation.
People aged 16-24 are all at a junction in their lives, under pressure to make potentially life-changing decisions.
Getting the balance right between work and play is very important to them, so they have become masters at multitasking, squeezing
31 hours of activity into one day.
Having a lot on their plate, millenials turn to social networks to interact with friends when they don’t have time in reality, with
83% of 16-24 year olds agreeing the role of the Internet in friendships is very important.
They put a lot of pressure on themselves to succeed and perform well in every element of their lives.
Interestingly, this age group put a lot of emphasis on exercise as a big part of their weekly routine- with some people
making time for 5 sessions of exercise a week.
It was also found that current living situation means that their life feels even busier- whether they’re hoping to move
out in the near future, in a large house share, or couch surfing at friends because they can't afford rent.
This group are ambitious to the point where they are willing to go to great lengths to get to where they want to be.
They’re motivated by success and whilst it’s different for everyone, everyone does have a goal, which they
strive to achieve.
When asked what consumes this groups’ mind most throughout the day, the general consensus was
that future plans consumed most of their thoughts, followed by work, evening plans, and relationships/
friendships.
They value what their family and friends think of them in every element of their life. They value their future.
One of their main worries is money. This, therefore, affects buying habits because they won’t buy
something unless they can be absolutely sure it’s good value.
Escapism to this group is anything that takes the mind off negative things that cause stress
and take you away from your everyday life.
12
TARGET AUDIENCE Inner monologue: they have a lot to think about...
Social life: Can I afford it? Do I have time? Is it okay considering I have to be up early tomorrow? Who is going
out? Can I get it off work? How easy is it to get there? When was the last time I saw this group of friends?
Would I be better off working? I do have a deadline next week.. Is it a special occasion.. do I have to make
more effort? I really want to go but I know it’s not the wisest idea. Money: Have I paid Mum back yet? When
is the next bill due? What do I need to budget for this week? How can I save to go away this summer? Did my
friend pay me back for dinner last week? How much does that festival this summer cost? When do I next get
paid? When do the sales start... I’m so poor at the moment! Exercise: Can I afford the gym? Do I have time
to go tonight? Am I better off just going for a run? Exercise clears my head- I need to make time for it today.
When was the last time I did exercise? How good am I looking at the moment? Maybe I’ll just do some quick
sit ups in my room today... it’ll save time. Are my friends going to the gym too tonight? I can use it as a
chance to catch up with my friend. Work: I need to impress my apprenticeship trainer so they will keep me
on, I must remember to apply for that job before the deadline, I need to revise for my exam, I have a book I
need to read, I must ask my parents to go over my essay with me, I need to organise group work, I need to
remember to research my client, I need to re-write my CV, I need to be on top form in tomorrow’s meeting, I
need to remember to call up about the email I sent, I need to work harder, I need to focus, I need to
prioritise, I’m worried I’m not doing enough. Future plans: Where will I be this time next year? Should I plan a
big trip away? Who could I go away with? Where will my degree take me? Is all this work really worth it? Do I
want to go down this route? Where should I live? Should I do some volunteering? I want to do something big
next year. What can I do to improve my future? Will I be successful? Will I get to where I want to be? Will I
succeed? I want to make my parents proud… I value what my parents think of me.
13
CONSUMER INSIGHT: I have no time in my busy day where I am allowed
to think about the future I am working towards.
BRAND INSIGHT: Dorset Tea is a better product for a lower price.
PROPOSITION: Dorset Tea brings a welcome relief to ambitious
minds.
BIG IDEA: Dorset Tea: A breath of fresh air.
STRATEGY
14
OBJECTIVES What do we want to achieve?
BUSINESS OBJECTIVES
MARKETING COMMUNICATION OBJECTIVES
MARKETING OBJECTIVES
1. To move from a regional brand to a nationwide brand
2. To speak creatively to 16-24 year olds
1. To establish Dorset Tea as a brand with emotional benefits in 16-24 year olds
within 6 months of the campaign starting
2. To increase Facebook likes on Dorset Tea’s page by 30% by the campaign
ending
1. To get 15% of 16-24 year olds to agree with the following statement:
“Dorset Tea is a brand I associate with future ambitions and plans”
2. For 10,000 16-24 year olds to have sampled Dorset Tea within 12 months of the campaign starting
3. To educate 10,000 16-24 year olds that Dorset Tea is a premium Gold Label tea for a standard
Red Label price.
15
CREATIVE The proposed campaign
Clear the fog to see your path... The proposed concept for this campaign is ‘Clear the fog to
see your path’. The target audience have a ‘foggy’ brain,
and behind this fog is something they want to focus on—
their future plans. We are proposing that Dorset Tea helps
to clear the fog, by giving them the breath of fresh air that
blows the mist away and reveals the path behind. Dorset
Tea is a welcome relief for the tea-drinker, who can take 5
minutes out of their hectic day to be allowed to think clearly
about their ambitions.
EXPERIENTIAL
The ‘Clear the fog’
campaign will be rolled out
in experiential media which
will be explained in detail
further on in the document.
The creative executions
shown overleaf will be used
on promotional material
and exhibition stands.
DIGITAL
‘Clear the fog’ will be used
heavily on digital media,
mainly Facebook. A
competition will be ran over a
6 month period, which is later
explained in the media plan.
The creative executions will
provide visual content that
Dorset Tea can use on their
Facebook page to aid
promotional communications.
16
CREATIVE Executions
17
CREATIVE Executions
18
CREATIVE Executions
19
CREATIVE Executions
20
MEDIA PLAN Experiential : Dorset Tea at Lovebox
Over the past 11 years, it has been
embraced by the capital’s most
stylish and influential
party people and cemented it’s place at the
heart of London’s bristling social
summer calendar.
With 65,000 capacity over three days,
the media focus is on festival culture,
middle youth and lifestyle brands.
Friday 18th July 2014
“Urban-based-
yet-rural feeling, a
multi-dimensional
festival .”
-TimeOut Magazine.
“Lovebox is one
of the most
authentic
festivals of the
summer.”
- The Guardian
LOVEBOX Friday:
18-24 year olds,
20,000 reach
Young and hip,
independent, confident,
media-savvy, music
loving.
21
MEDIA PLAN The Dorset TeaPee
Dorset Tea will provide the full brand experience at Love-
box, an annual summer music festival in Central London. A
large Dorset TeaPee – which can only be entered by ‘liking’
the Dorset Tea Facebook page – will be opened up to the
festival-goers, offering the chance to step away from the
chaos for a moment of calm and clarity. Inside the TeaPee
will be beanbags, mobile phone charger points and free
samples of Dorset Tea. During this brief moment of calm,
there will also be teacup-shaped whiteboards and pens,
and each festivalgoer will be encouraged to think about
and write down their ambition for the next twelve months.
They will then have the opportunity to have a branded
photo taken inside a photo booth, showing off their
ambition for the future, which they can then take home
with them or, alternatively, tag themselves in the photo
uploaded to the Dorset Tea Facebook page
WHY?
Youths like brands that make
life fun and value companies
that strive to be socially and
digitally connected in everyday
life. They placement
importance fun, ‘shareable’
content, and personalised
marketing will ensure this
Youths want to
be part of a
brand experience
22
Dorset Tea will sponsor 6 career fairs across the country
including four Apprenticeship Week fairs, The Summer
Graduate Fair and The Student World fair.
These fairs will be in Bournemouth, Bristol, Manchester,
Kidderminster, London and Leeds.
Dorset Tea will be the only tea being served at these career
fairs at a branded stand along with a branded photo booth
which people can write down where they aim to be this time
next year and have instant photos printed. They will then
‘like’ the Dorset Tea Facebook page to tag themselves in
the photos which will be uploaded.
Brand ambassadors will be educating them about the
benefits of Dorset Tea to encourage future purchase.
MEDIA PLAN Experiential : Careers fair marketing sponsorship
Geographical
reach of career
fairs
23
MEDIA PLAN Digital Competition
A ‘like, comment and share’ competition will
run each month for the 6 month duration of
the campaign.
Each month a £250 STA voucher and 1 months
supply of tea will be given away for one winner.
Dorset Tea will post #clearthefog images with a
different caption each month e.g. “Where do
you want to be this time next year?”
Consumers will like, answer and share this post to
be in with a chance of winning the prize.
This is aimed to increase potential reach within 16-
24 year olds and to encourage these consumers to
think about their future ambitions with clarity and
excitement.
Win a months
supply of tea!
24
MEDIA PLAN Reach
18-24 year olds Universe =
4.1million
50 people in Dorset Teapee
at any one time
15 minutes is the average
time spent in Dorset Teapee
= 200 people every hour
On a 9 hour day at Lovebox,
1800 people will visit the
Dorset Teapee
Each 16-24 year old has an
average of 510 Facebook
friends.
Therefore, 1800x510 =
918,000 total reach
Apprenticeship Week:
4 fairs in Bournemouth, Bristol, Manchester and
Kidderminster – total of 8000 attendees
Summer Graduate Fair in Leeds – total of 4000
attendees
The Student World in London – total of 1500
attendees
On average 2 people every 5 minutes will visit the
Dorset Tea stand.
On average 60 people will visit the Dorset Tea
stand every hour.
In a 9 hour day, 540 people will visit the stand.
Across 6 events, 3240 people will visit the Dorset
Tea stand.
Each 16-24 year old has an average of 510
Facebook friends.
Therefore, 3240x510 = 1.6million potential total
reach.
Of this reach 40% of people will be in the age
range of 16-24.
Therefore 640,000 potential total reach .
Lovebox + Career Fairs = a potential
reach of 1.5million 16-24 year olds.
Social Media Competition will be used
as an incentive to boost reach and likes
for whole campaign.
25
MEDIA PLAN Target audience reach : a breakdown
Media Further Information 16 17 18 19 20 21 22 23 24
Careers Fairs
Apprenticeship Week
The Student World
Summer Graduate Fair
Festivals Lovebox Festival
Social Media Facebook
Despite the fact that the target audience is diverse and at many different points in their lives, this campaign reaches all ages more than once
through several platforms.
This campaign plans to run for 6 months; beginning with apprenticeship week in March. Dorset Tea will appear at other careers fairs around
the country until June, and then at Lovebox in July. The Facebook competition will run alongside the experiential aspect of the campaign
throughout the 6 months, with a winner being drawn at the end of each month. The two parts of the campaign plan to work in sync, with the
events boosting social media likes and shares.
Media Further Information Month
March April May June July August
Careers Fairs
Apprenticeship Week, UK-Wide
The Student World,
Summer Graduate Fair, London
Festivals Lovebox
Social
Media
Facebook Share To Win Competition
MEDIA PLAN Timings
26
1. To get 15% of 16-24 year olds to agree with the following statement:
“Dorset Tea is a brand I associate with future ambitions and plans”
Through the photobooth at Lovebox and Careers fairs where people can write down their ambitions
Being positioned at a Career fair where people are there to specifically think about their future
Facebook competition will encourage people to think about their future through questions which prompt answers on this
topic
This answers Marketing Objective number 1 as it allows the consumer to affiliate Dorset Tea with an emotional benefit.
This answers Business Objective number 2 as it positions Dorset Tea as a creative brand with a different, authentic
perspective on what tea can offer a consumer aged 16-24.
2. For 10,000 16-24 year olds to have sampled Dorset Tea within 12 months of the campaign starting
Approximately 5000 16-24 year olds will have sampled through experiential events and free samples will be given
out with the incentive to encourage sharing with friends
Through raising awareness via the events and social media, this will encourage more 16-24 year olds to try Dorset
Tea with their friends
This answers Marketing Objective 2 as each consumer who has sampled the tea at the events has also had to ‘like’
the facebook page.
This answers Business Objective 1 as the sampling will take place in events nationwide.
3. To educate 10,000 16-24 year olds that Dorset Tea is a premium Gold Label tea for a standard Red Label price within 12
months of the campaign starting.
Brand ambassadors at every event to talk and interact with 16-24 year olds to teach them about the brand and offer
them a full brand experience.
Through social media posts educating new followers of the benefits to buying Dorset Tea
ROI Meeting your objectives
27
Experiential Festival Events Costings Amount Total amount needed Final Cost Company
Photobooth £850 1 day 2 £1,700 Picture Blast
Teapee £1,300 2 days 2 days £1,300 The Stunning Tents Company
iPads £250 each 3 £750 Apple
Whiteboards £60 1 2 £120 Logovisual
Pens £1 5 pens 100 £20 Poundland
Beanbags £90 1 day for 10 1 day for 10 £90 Every Event Hire
Charge points £1,000 1 1 £1,000 GoCharge
DT brand ambassadors £7 per hour, per per-son 9 hours for 10 £630
Milk £150 20,000 cups of tea 20,000 £150 Wholesalers
Sugar £1.74 2kg 72kg £62 Wholesalers
Stirrers £2.95 1000 6,000 £18 Wholesalers
Cups £20 1000 6,000 £120 Wholesalers
Water Urn £95 26 litres 1 £95 Ebay
Water butt £75 220 litres £75 Ebay
Clothing for brand ambassadors £4.55 1 tshirt 15 £68 Aspect Corporate Clothing
Bar tables £7.00 1 week 1 £7.00 Furniture Hire UK
Small tables £10 1 week 3 £30 Furniture Hire UK
Banner Stands £100 1 3 £300 Print Designs
Cost to be at Lovebox festival £25,000 £25,000 Lovebox
TOTAL £31,535
Budget
Continued on following page
28
Budget
Price to be at Apprenticeship Week (Bournemouth, Bristol, Manchester, Kidder-minster) £2,500 1 4 £10,000
Cost to sponsor Summer Grad Fair (London) £3,000 1 1 £3,000
The Student World fair (Leeds) £2,500 1 1 £2,500
Photobooth at career fair £850 1 day 6 £5,100 Picture Blast
TOTAL £20,600
Facebook Competition
1 month supply of tea (At retail price) £2.65 1 6 £15.90
STA travel vouchers £250 1 6 £1,500
TOTAL £1,515.90
TOTAL CAMPAIGN COST (Excluding price of tea to be given at festival and career fairs) £53,650.90
29
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