1. The WHY CHAI Campaign
An IMC plan for Tea Trove
Integrated Media Communication
PGP-19| MICA
Akanksha Mittal
Gaurav Dobhal
Jayati Mitra
Rohit Rohan
Tarini Bandhu
3. Current Scenario
With coffee tapping onto the pulse of the youth and being branded as the
ultimate drink over which people bond , tea faces quite a challenge while
targeting the same audience.
Coffee is synonymous with more than what is in the cup- it’s about friends
hanging out together , about the incessant chatting with comes with it , or
just the rejuvenating time spent with self.
There is a “cool” quotient attached to the idea of sipping hot coffee in
winters or chugging down cold coffee in scorching heat.
With the marriage of chocolate and coffee , many sinfully tasty concoctions
rule the bakery and the hearts of young students stealing some time to hang
out with their friends.
5. Problem Analysis
Tea faces a dual problem- first , of being a the boring beverage of the “old”
people and second, of being a mundane drink had at home.
Tea Trove currently competes with the same image as that of the popular
coffee outlets.
The menu offerings , the ambience , the décor-all are very similar to the
reigning categories of Barista , Café Coffee Day and Costa Coffee.
So , what is new in the offering?
7. Key Insights
In India, tea is a part of almost every relationship building process, and has
been vastly portrayed in popular media as a beverage consumed during
discussions.
Tea is perceived as a drink consumed at home, not a beverage that
youngsters will order in food outlets.
Tea is perceived as a beverage consumed by older, more traditional people..
Tea is also seen as the drink of the intellectual and mature people.
The main competitor, café, is considered to be a hang-out zone for
teenagers and young adults.
Coffee is gaining increasing acceptance among our TG due to its positioning
as a youth-centric beverage.
8. Key Insights
The main allure of coffee outlets is that they are specifically designed to
cater to the youth segment and are thus socially accepted as a popular
choice for catching up with friends.
Teenagers and young adults prefer outlets which are group/couple friendly.
Youth more enthusiastic about discussion on current issues, philosophy,
personal issues, politics, etc.
Our TG is very active on social and digital media and access a lot of
information online.
Outlets which offer engaging and relevant activities are preferred over
other outlets offering similar products.
10. Competitor Analysis
Cafes
Have offerings in the form of hot and cold coffee based beverages, snacks and desserts
Casual seating environment
Cater to age group 15-40
Growing trend of coffee outlets in India
Bakeries
Cater to age group 15-45
Have more offerings in snacks and desserts, less focus on beverages
Less focus on dining-in
11. Competitor Analysis
Restaurants
Have a large variety in terms of appetizers, main course, drinks, desserts, snacks, side
dish, etc.
Cater to age group 20-60
Do not cater to teenagers
Other tea outlets
Cater to age group 25-50
Have several offerings in tea, less variety in snacks and deserts
Not a well-established trend
Have a serious, intellectual and upscale positioning
13. Target group
Students and young professionals in the age group 15-30
We will also cater to married couples in the age bracket 24-35 without
children and tourists
Members of this market segment dine out frequently, approximately two
times or more per week
Spend Rs. 200 or more per dining
15. The Approach
Tea has an added advantage over coffee- it is deeply Indian and synonymous
with warmth.
Every guest who comes to our homes is offered tea-tea breaks barriers.The
youth enjoys diversity.
If one day they enjoy a slightly “english” set up and the kick of coffee
through their system , the next day they will look for a different
experience.
It is necessary to realize that tea has an appeal of its own.
If coffee is flirting with chocolate , chai can tease senses with its ultimate
partner- the biskut Tea Trove can promise an experience- an experience of
chai in desi style , with a dash of some Angrezí snacks for change in taste.
Afterall , the youth today is a cultural khichdi.
17. Marketing Idea
Marketing will focus on:
Promoting Tea Trove as the ultimate joint for sipping tea , where tea as a
product is projected as differentiated and youthful. Tea trove will aim to
promise an experience – with ek chamach cheeni and quick english bites.
Communication objective:
To glamourize chai from being just a ghar ki daal for uncle-aunties to an
excuse for getting together with friends and sipping through endless talks.
19. In House
The interiors of the café should have a desi touch – chaarpai, cutlery (teapots), interior designing
Prof. Tealawney – A tea leaf reader could visit the café once a week
Invite school/college bands for gigs on weekends to keep them and their
friends engaged
A small shaded sitting area outside the café - Tea Grove for those who
prefer drinking their tea in the open
The café should hold Friday night Karaoke
There should be good visibility of the books and games in the café
A Photo booth should be present all the time – To encourage digital
elements
An in house guitar for the visitors to keep them engaged with the café
20. In House
Offer new products in the menu – A couple of varieties of coffee
Offer complimentary biscuits and rusks with each cup of tea
During monsoons, we can offer pakodas and samosas – These products go
well with tea
There are a lot of Sportspersons, leaders and authors who have slated
quotes on tea.
We can use these in the café and net
Meri Chai – On special occasions, we can invite the young visitors to the
kitchen to prepare their favorite tea.
This is primarily to promote the tea culture and give the customers a real
time - with in the tea pot experience.
21. Branding
Cutlery and decoratives based on friendship theme
Testeamonials – Display the pictures and messages of loyal customers on a
friendship wall (dedicated to friends)
Music – Acoustic/Piano/classical fusion (Goes with the target audience and
product)
Not open 24*7 – We’re targeting youth and would like to encourage early
risers (another tea concept)
Friends to change the world – Tea is an intellectuals drink, so we can have a
discussion forum online about the most troubling issues and make the ideas
visible on the digital platform
22. Branding
Continuing with the previous point, we can also promote the discussions in
the café by having a circle seating arrangement (in the area suggested
outside the cafe)
On friendship day, we can hold an unplugged acoustic concert (music
competition), in a teams of 2. This again shall go with the theme and attract
footfalls
Tea tasting at street theatre festivals in Delhi university and campus festivals
Tea-shirts to loyal drinkers (band performers - Branding)
23. Online
Make an interactive website/FB page – feedback and custom menu (new flavors
founded by customers)
Add the café visitors on Facebook – Click pictures and tag them.
This should make the page more viral and enhance the reach
On the website – Post testimonials/daily pictures
We can launch a Chai why campaign on YouTube: People would be invited to upload
videos of times when they dipped their fingers in their tea-cups
25. Media Mix
Majority of the promotion and visibility of the brand would be done on the
digital platform since the target audience (youth in teenage and early
twenties) share most of their time on social media
Promoting through BTL advertising as it is both appealing to the youth, as
well as measurable
Leverage mobile media as instrumental component of the marketing
campaign – Latest flavors/events communicated
Use print media – Promote through supplements such as Lifestyle
(magazine), You & I, Teen Voices
27. Monitoring Progress
Social media engagement will focus on providing an effective feedback
mechanism.
The number of likes on the FB page , the comments exchanged etc would be
indicative of the growing popularity of Tea Trove.
Currently, their social media presence is dismal- a mere 3000 likes with no
more than 40 people talking about it.
This number should increase manifold post the launch of the Chai Why
campaign.
Currently , they are not on Youtube.
With this campaign it will be launched on Youtube and by tracking the views ,
a good estimate of its visibility could be arrived at.
28. Monitoring Progress
Nothing works better amongst students than WOM
Given the revamping of the services offered , there is something new in the
experience promised.
Tea Trove will be a success if it becomes the talking point.
Footfalls will be the ultimate test because they would show conversion to
sales.
These should include both-the existing loyal customers, and the new target
i.e. the young students.
