Marketing Plan developed by George Brown College students and lead by Professor Margery Taylor

1. Submitted by:
Angela D’Orrico, Josh Domingues, Luis Alberto Farray, Loredana Matarazzo, Aijia He, Yogesh
Chanana
Submitted to: Margery Taylor
Submitted on: March 6, 2013
Course Code: MARK 1027
TETLEY
Secondary Research & Situation Analysis

2. 2
Table of Contents
Company Analysis................................................................................................................................. 3
Corporate Analysis........................................................................................................................................3
Strategic Business Unit..................................................................................................................................3
Tetley Product Analysis...................................................................................................................... 4
Current Products...........................................................................................................................................4
Promotional Activities...................................................................................................................................5
Market Share, Sales, and Pricing...................................................................................................................6
Market Category Analysis .................................................................................................................. 6
Tea Market Size and Growth ........................................................................................................................7
Competitive Analysis ........................................................................................................................... 7
Product and Pricing.......................................................................................................................................8
Promotions....................................................................................................................................................8
Market and Consumer Factors ......................................................................................................... 9
Social Factors ................................................................................................................................................9
Demographic Factors..................................................................................................................................10
Economic Factors........................................................................................................................................11
Customer Analysis ..............................................................................................................................11
Customer Profile .........................................................................................................................................11
Segmentation Chart....................................................................................................................................12
SWOT Analysis .....................................................................................................................................13
Opportunity Analysis.........................................................................................................................14
Appendices ............................................................................................................................................16
Appendix 1: Mission Statement..................................................................................................................16
Appendix 2: Core Values.............................................................................................................................16
Appendix 3: TGB Mission Statement ..........................................................................................................16
Appendix 4: Full Tetley Product List............................................................................................................16
Appendix 5: Social Media Examples ...........................................................................................................18
Appendix 6: Tetley Better U........................................................................................................................20
Appendix 7: Contest Details........................................................................................................................21
Appendix 8: Shelf Space..............................................................................................................................22
Appendix 9: Price Range .............................................................................................................................23
Appendix 10: Sales Data Table....................................................................................................................23
Appendix 11: Market Share Over a 2 Year Period ......................................................................................24
Appendix 12: Product Lists of Competitors ................................................................................................24
Works Cited...........................................................................................................................................27

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Company Analysis
Corporate Analysis
In February of 2000, Tetley was purchased by Tata Global Beverages, a subsidiary of the
Tata Group- a multinational conglomerate founded and headquartered in India. The Tata Group
owns dozens of companies spanning the globe and traversing several sectors of business
including but not limited to communications and IT, energy, engineering, and consumer
products. All together, Tata employs over 250, 000 people worldwide and the combined total
revenue of all Tata companies reached over $100 billion in the fiscal year ending 2012. The Tata
name carries with it a strong brand being recently evaluated at $16.3 billion. Tata has always
been a socially responsible corporation believing that giving back to the community through one
of their many philanthropic endeavors instills trust with consumers and shareholders alike. Their
core values are integrity, understanding, excellence, unity, and responsibility. See Appendices 1
and 2 for the breakdown of their core responsibilities and mission statement. (Tata)
Strategic Business Unit- Tetley Tea
Tata Global Beverages (TGB) is the 2nd
largest manufacturer and distributer of tea in the
world. TGB strongly focuses on developing a healthy product with the phrase “Good for You”
consistently showing up in their mission statement, marketing and strategies (see Appendix 3).
Though a strong presence in India, TGB boosts an impressive worldwide résumé with over 65%
of revenue coming from outside its home country. They came about this with a clearly thought
through strategy focusing on brands and innovative products (including Tetley and Tata Tea),
distribution (worldwide channels), and sustainability (focusing on climate change, packaging,
and water). (Tata Tea) TGB are constantly looking to enhance their market share by acquiring
established brands; in the United States they recently acquired Good Earth Teas and Eight
O’clock Coffee, and their acquisition of Tetley in 2000 made a mark in the tea market. Though
the two American brands struggle to make an imprint in the market due to the sheer amount of
competition, Tetley is the brand with the highest market share in both Canada and the United
Kingdom. (Tata Tea) In the fiscal year ending 2011, TGB posted revenues of approximately $1.4
billion. (Tata Tea)

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Tetley Product Analysis
Tetley was already a leader in the Canadian and British tea market for 175 years. Tetley
continues to be a leader in Canada’s tea market because of its commitment to innovation, as well
as its promotional activities that attract and excite consumers. The key brand message: “Enrich
your mind, body, and soul.” (Tetley) Tetley was awarded with a Gold Award in 2011 for its
continuous efforts on building the tea category via promotions and innovative products. (“Tetley
Wins Gold Award” 57)
Current Products
A range of Tetley products include black/orange pekoe, green, herbal, flavored black and
red tea.
Tetley Infusions
Tetley Infusions has been created specifically for the Canadian segment, showcasing
innovation. According to Tetley: “Made with no artificial sweeteners, colors, flavors or
preservatives Tetley Infusions are a delicious way to flavor your water.” (Tetley) In addition to
remaining innovative, Tetley also offers Canadians variety in order to satisfy every want and
need.
Tetley’s Green Tea Plus
Tetley’s Green Tea Plus product line caters to consumers who want to drink tea not only
for its delicious taste, but also to increase focus and awareness, improve their figure, and even
create a radiant glow. In accordance with variety, Tetley recently added herbal cocktail-inspired
teas, which encourages social tea-drinkers to choose from exciting flavors, such as ‘Bellini’,
‘Cosmo’, and ‘Pina Colada’. (Tetley) Tetley not only understands the importance of innovation
and variety, but also of staying current.
Tassimo
The TASSIMO home brewing system is a new machine that brews your tea for you at the
comfort of your own home and has become a recent trend among the tea and coffee drinking
community. Tetley Canada partnered up with TASSIMO and created Tetley TASSIMO T
DISCs. (Tetley) See Appendix 4 for the full product list. One weakness in the current product

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line is a lack of a high-quality, premium brand of tea that consumers crave and flock to tea
houses for.
Promotional Activities
Social Media
Tetley has a strong presence on social media. Tetley understands that consumers enjoy
contributing to the environment and to those in need, and therefore created a partnership with
Facebook, where shoppers are given the opportunity to engage with the tea growers themselves,
in Malawi. (‘Tetley Facebook Site Links To Tea Growers” 10) As said by Tetley’s global
marketing manager, Lucy Denny: “We want Tetley tea drinkers to know that they have helped to
protect the environment on tea estates and provide sustainable livelihoods for the people there”.
(‘Tetley Facebook Site Links To Tea Growers” 10)
Canadian Brest Cancer Foundation and Social Causes
Tetley Canada is a proud supporter of the Canadian Breast Cancer Foundation,
contributing over $400,000 since 2001. Tetley Canada also shows support for local heroes, such
as Benji Chu, the founder of Run for Change. (Ellis, Kori) In addition to social causes, Tetley
also uses social media to increase brand awareness and build relationships with its consumers.
For example, Tetley had real Tetley firefighters from the Tetley Infusions Rescue Squad ‘rescue’
the water of customers on the street from water that had artificial sweeteners, flavors and colors.
(Tetley) For more information on social media activities, please see Appendix 5.
Health Benefits
Tetley understands that consumers also feel motivated to improve on themselves on a
continual basis. Tetley created a campaign titled “Tetley Better U”, where experts in studying
the mind, body, and spirit were hired to communicate advice on-line to consumers via Facebook.
(Shaw) As stated by the senior vice-president of marketing and sales at TATA Global beverages
Canada, Kathy Grant-Munoz: “Tea is part of an overall lifestyle and we want to help our
consumers in their pursuit of being better every day”. (Shaw) Tetley’s website offers healthy

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food recipes that incorporate Tetley Tea, encouraging a healthy lifestyle. Examples include making
an orange pekoe roast chicken. See Appendix 6 for a snapshot of “Tetley Better U”.
Current Promotions
Currently, Tetley is promoting a contest in order to celebrate Tetley’s 175 years. Tetley is
offering three ways to win this contest; registering for a grand-prize win of $125,000, 175 on-
line daily prizes, and an in-pack instant win while supplies last. The contest serves to further
ingratiate the brand with consumers and to promote further brand awareness. For further
information on contest details, please see Appendix 7.
Market Share, Sales, and Pricing
Strictly using observational data, one can see that the retail space in grocery stores for
Tetley products in Canada is high. By referring to Appendix 8, you can see the shelf space Tetley
covers in ‘Metro’ and ‘Sobey’s’. Not only does Tetley consistently have the most products
available on the shelves, but they also have the prime position in the center at eye-level. Tetley
also offers highly competitive pricing coming in relatively cheaper than direct competitors.
According to Euromonitor, Tetley leads the Canadian tea market with a 24% retail value share.
(Euromonitor)
According to in-store observational research, Tetley offers products in grocery stores that
have the best quantity-price ratio. Please refer to Appendix 9 for more information on Tetley’s
price range in comparison to competitors. When comparing the quantity of tea bags offered, as
well as the price, it becomes clear that Tetley sells their products with high value.
Market Category Analysis
The category that tea falls under is the beverage industry, which means it has to indirectly
compete with soft drinks or juices. As a hot beverage, coffee is a more direct competitor for tea
products as it has long been the established hot beverage of choice in North America. The tea
industry itself is divided due to the sheer amount of product variety; regular tea, herbal tea,
specialty tea are all unique products.

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Tea Market Size and Growth
Within all of the varieties it is estimated by the Print Measurement Bureau that:60% of
Canadians will have consumed a tea product within the last 6 months. (PMB) According to the
Canada Food and Drink Report, the total sales within the Canadian tea market reached $197.6
million in 2012. Furthermore, the market is expected to have a compound annual growth rate
(CAGR) of 2.7% over the next 5 years. The increasing popularity of specialty tea has and is
expected to continue to drive this growth. (“Canada Food and Drink Report” 26) Please see
Appendix 10 for a sales breakdown.
Food Services Industry
Within the food services industry, tea consumption has increased by 4% due to the rise of
tea houses and higher volume being sold at restaurants. (Agriculture and Agri-Food Canada) The
health trend in today’s society involves consumers preferring tea over soft drinks or coffee.
Within the grocery market, specialty tea drives sales accounting for over 60% of the market.
(Agriculture and Agri-Food Canada)
The key players within the Canadian tea market are all internationally operated
businesses. (Canada Food and Drink Report 11) Over a two year period, Tetley, Red Rose,
Lipton, and Twining lead the way in terms of market share within the grocery market, with
Tetley having a fairly dominant 27% of the share. (PMB) Please refer to Appendix 11 for a
detailed breakdown of market share.
Competitive Analysis
In terms of market share, Tetley leads the way with 24%. The 3 largest direct competitors
Tetley faces are Red Rose tea with 19%, Lipton tea with 13%, and Twining with 11%. (PMB)
Following these are dozens of smaller or local brands satisfied with their relatively low market
share. The following table illustrates the basic relationship between them:
TEA BRAND QUALITY PRICE POSITIONING
Red Rose Local, loyal- 19% Standard Low Generations
Lipton Known, respected- 13% Standard Medium Health
Twining Authenticity- 11% High High Quality

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Tetley Massive, known, respected Standard Low Well-rounded
Product, Pricing and Promotions
Red Rose
Red Rose is a local Canadian tea brand familiar to the market. Red Rose’s product list,
however, is relatively small and does not offer a lot of variety. Within the country they have
solid distribution (available at every major grocery store) and an obviously loyal consumer base.
Their pricing is on the low end of the spectrum, comparable with Tetley. Owned by Unilever
since 1985 they are backed by strong financial resources and clout. (Red Rose)
Red Rose’s promotional strategy is to appeal to the multiple generations of tea drinkers
that have bought the product throughout its history. Its slogan is “enjoy your generations.” They
are also an environmentally-friendly, socially responsible company promoting sustainable
activities. (Red Rose) A recent promotion had Red Rose celebrating Valentine’s Day by having
five random customers who sent romantic Red Rose e-cards receive a bouquet of red roses with
it. (Quinton 1)
Lipton
Another Unilever brand is Lipton. Lipton is especially strong in the ready-to-use tea
market, specifically with their iced tea, but they are formidable in the hot tea department as well.
The Lipton brand carries with it a strong reputation earned over 100 years in the market. They
have a similar and diverse product line to Tetley, but are slightly more expensive on average
with a medium price range. They are also available in most major markets. (Lipton)
Lipton’s promotions focus entirely on the health benefits of tea products. On their
website they have an entire page dedicated to demonstrating and showing the health benefits that
tea provides. As most health benefits are associated with green and herbal tea, Lipton has
recently launched a new black tea product emphasizing the health benefits therein. (Lipton) Just
like Red Rose, Lipton too has had a social media promotion recently- asking fans to send in
uplifting photos via Instagram for a chance to win a trip to the Kenyan processing plant. (PR
Newswire)

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Twining
Twining is known for its high quality, premium blend of tea and their diverse selection of
specialty teas. They also produce their tea in a more traditional manner, which gives it the unique
flavor they are known for. The trade off, however, is they are far pricier than their direct
competitors. They do not have a cost-friendly option and thus have priced out a significant
portion of the market. At the same time, the high price tag carries with it a level of respect and
prestige that may attract other customers. Twining also carry with is good corporate alliances,
having a partnership with British Airways. (Twining) Please see Appendix 12 for the full product
list of Red Rose, Lipton, and Twining.
Twining’s brand motto is “to serve a better cuppa tea” which of course services
their entire strategy of attracting consumers with their quality. Twining is the oldest product on
the market, having been around since 1706 in Britain. With the age, quality, and British feel,
Twining’s strategy is making the consumer feel they are drinking an authentic tea. With their
partnership with British Airways, they launched an “altitude-friendly tea” campaign riffing on
the fact that British Airways has an exclusive deal with Twining. (Twining)
Market and Consumer Factors
Social Factors
Health Benefits of Tea
The biggest social factor benefitting the tea industry today is the health-conscious
consumer. The amount of people who make the healthy choice when faced with product
decisions continue to grow. The tea industry has done an excellent job connecting “strong
consumer interest in healthy products with the restorative aspects and health benefits of tea
consumption.” (Agriculture and Agri-Food Canada) The health benefits with tea, especially
green tea, are numerous- antioxidants that both repair damaged immune systems or prevent
cancer, the shrinking of fat cells and making muscle cells more active, strengthening bones, and
numerous heart benefits. (DeLory)

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Specialty Teas
The popularity of specialty tea is due in part to the large variety offered and the exotic,
tasteful nature of the beverage. The explosion of specialty tea has helped the market reach a
younger demographic as opposed to the older demographic of which the tea industry is more
familiar with. Due to the health-conscious nature of the younger demographic, it is estimated that
50% of young tea drinkers choose specialty tea over regular tea presumably for the health
benefits that are derived from specialty tea. (Canada Food and Drink Report 40)
The Rise of the Tea House
The rise of the tea house is a major trend in the growth of the industry. Consumers go to
tea houses for two reasons- the perceived quality of the tea and the social aspect of the tea house.
Tea houses offer a higher quality, premium style of tea that simply can’t be bought at the local
grocery store. Socially, tea houses have become the new coffee shop where friends meet up,
relax, and enjoy the specific atmosphere that a tea house creates. (Agriculture and Agri-Food
Canada) While this increases tea consumption, awareness, and the market in general, tea houses
are also direct competitors to grocery store brands who have yet to produce a high quality,
premium brand and have no chance to match the social aspect of a tea house.
Masala Chai
Masala Chai is an extremely popular type of tea from India. Its blend of natural spices
provide it with a strong, distinct, and quality taste. Health benefits include the help of digestion,
breathing, and circulation of the blood due to ingredients such as “sattvic.” The antimicrobial
aspects also help fight off a sore throat or a cough. The taste of Masala Chai is remarkable, and a
quality tea such as this is rare in Canada, especially among retail brands.
Demographic Factors
The majority of tea drinkers are between the ages of 34-55 and the population continues
to grow in this area. There is a naturally increasing consumer base of tea drinkers due to this. At
the same time, tea consumption amongst the younger generation continues to grow- partly due to
health benefits and the rise of the tea house as a social institution. A major strength of the tea

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industry in Canada is the abundance of immigrants. Canadian immigrants are high tea consumers
and prefer tea to secondary competitors such as coffee. (Quinton 1)
The market for tea continues to grow. Canadian Food Trends shows that by the year 2020
tea consumption is expected to grow by 40%. (Tea Association of Canada) This is an
astronomical growth on an already large Canadian tea market that has reached nearly $200
million annually. The influx of new tea consumers can be attributed to a changing demographic-
more people entering prime tea-drinking age, more people aware of health benefits of tea, and
especially more people attracted to new specialty teas that account for 60% of the market. Tetley
must be conscious of the growing threat from specialty tea stores as more continue to develop in
the Canadian market (examples include: David’s Tea, Teavana). Tetley offers a wide variety of
specialty teas but must differentiate themselves from the brands available at specialty tea shops
to remain a viable specialty tea option.
Economic Factors
With the economy still in a recession, consumers are increasingly price-conscious. People
are looking for the most value for the lowest cost. Tetley offers low pricing in relation to its
competitors, which is appealing to the price-conscious tea drinker. However, people may look
for cheaper tea alternatives in the future in the form of ready-to-go tea or iced tea. Another
economic factor would be the rising costs in commodities associated with the tea market (Tata
Annual Report 24). If tea costs more to produce, prices would increase, driving the price-
conscious tea drinker to alternatives.
Customer Analysis
Customer Profile
The biggest demographic for Tetley tea drinkers is middle-aged people (34-55), largely
skewed towards women. The tea drinker can be highly educated, live in a rural or frenetic
environment, or live a relaxing or fast-paced lifestyle. Obviously, tea drinking is a social
institution, so the tea drinker is a sociable person, either entertaining guests or visiting tea
houses. The tea drinker is also skewing toward a more health-conscious approach, either directly
aware of the health benefits from drinking tea or subconsciously choosing a healthier alternative
to coffee or soft drinks. An interesting new aspect of tea drinkers is the new “fun” products such

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as cocktail inspired teas or specialty teas with whole chunks of fruit or hot peppers. It is unclear
whether these consumers are new tea drinkers attracted by the variety or old tea drinkers looking
to change things up.
Segmentation Chart
The following segmentation chart displays all of Tetley’s product lines and the target customers
in each:
Regular Green Tea Herbal and
Infusions
Cocktail
Inspired
TASSIMO
Discs
Lifestyle
Characteristics
Sociable,
hedonistic
Health orientated Health orientated Sociable,
hedonistic
Fast-paced
Benefits
Sought
Health benefits,
alternative to
coffee, good
tasting
Health benefits,
metabolism
booster, weight
watching
Health benefits,
alternative to
water, natural,
relaxing,
refreshing
Fun, good to serve
guests, originality,
indulgence
Easy, quick to
make, practical,
healthy
Demographics Middle aged
suburban female
Younger health-
conscious female,
lower income
Middle aged
suburban female
Younger female,
higher income
Middle aged
suburban female,
higher income

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SWOT Analysis
Strengths Opportunities
Favorable Distribution: Tea Consumption Growth Rate:
Strong Brand & Reputation: Demographic Trends:
Successful Promotions: Social Trend:
Great Variety of Product: Specialty Tea Trends:
Practises CSR: Tea Market Sales:
Weakness Threats
Products: High competition:
Distribution: Emergence of Specialty tea stores:
Promotion: Substitutes:
Partnership: Commodity Cost Increased:
- As Twining has alliance with British Airways, Tetley
need to build up rapport with other brands to elevate its
competitive advantage.
- Beverage Company faced considerable input cost
increase in terms of raw tea during last year
Social Trend:
- Consumer confidence is fragile with the weakened
economy. Consumers may shy away from luxury goods.
SWOT Analysis
- Limit of only two basic TASSIMO products: Tetley
Orange Pekoe & Tetley Pure Green Tea
- UK store has the option to ‘Shop’ on-line (UK deliveries
only), Canadian website doesn’t
- Lipton Tea, Red Rose, and Twinnings offer an
informational section for tea & health on their website,
Tetley does not (only refers to breast cancer in health
section)
- Growing demand for premium; Canadian Food Trends
showed that tea consumption expected to grow by 40%
by 2020
- Major tea drinkers between the ages of 34-55;
- Growing tea market amongst younger generation
- Increased awareness for tea’s health and wellness
benefits as an significant demand driver;
- Consumer increased purchases online, and are
engaged in social media campaigns more than ever
- Speciality tea dominates 60% of tea dollar market
share
- High competition from major players such as Lipton,
Twinings, Red Rose, etc.
- The market for coffee is a competitive substitute, with a
higher consumption rate than tea;
- Due to the time-poor society, ready-to-drink tea can
highly substitute for hot tea
- Specialty tea stores are becoming increasingly
common in the growing tea market in Canada (David’s
Tea, Teavana, etc.)
Internal
Analysis
'-Dominant shelf space;
-24-27% market share;
- 2nd largest branded tea operations in the world;
- Tetley’s 175 years in business;
- Maintained its volume and value leadership in Canada
- Awarded with a Gold Award in 2011 for its continuous
efforts in building the tea category via promotions and
innovative products;
- Tetley Better U’ campaign via Facebook
- Black, Green, Herbal, Red, Infusion;
- Exciting new product lines for Canadian market: Tetley
Infusions, Cocktail-inspired blends &New Chai blends
External
Analysis
- Good Corporate Social Responsibilities; Proud
supporter of Canadian Breast Cancer Foundation,
contributing over $400, 000 since 2001;
- Gives consumers opportunity to engage with tea
growers in Malawi via Facebook;
- Shows support for local heroes;
- Rainforest Alliance Certified launched in Canada
- Tea market sales reached 197.6 Million CAD, with
CAGR of around 2.6% between 2012 and 2017

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Opportunity Analysis
Analyzing the SWOT, there are several areas Tetley can target to improve its target
market. The first gap in the market is the lack of variety in their successful TASSIMO product
line. With only two options, this area has plenty of room to grow. The next gap, and the most
important, is the lack of a high quality, premium tea like Masala Chai. This is where we propose
to issue a new product line of Premium Tetley Teas.
Massala Chai provides a premium, high quality taste with a substantial amount of health
benefits to go along with it. It is also extremely popular in India and South Asia, but has yet to
make its way in to the Canadian Market Place. The only way to experience Masala Chai in
Canada is to either import it or go to a tea house/specialty tea store. By introducing a new Tetley
Premium product based on Masala Chai, we introduce a new product to the market and capitalize
on the freshness of the idea as well as the taste and health benefits.
The idea is to combat the tea house market by bringing tea house quality to a consumer’s
home. Tetley can never hope to replicate the social aspects of a tea house, but by introducing a
premium, high quality tea Tetley can tap in to the consumer who frequents tea houses primarily
for the quality. The product line would include premium Tetley tea leaves, premium Tetley tea
bags, and premium Tetley TASSIMO discs to maximize the number of consumers who prefer
each style of making the tea.
By introducing the new product line, the benefits would be numerous. Tetley would be
targeting an opportunity by taking advantage of the growing tea market and attracting a new
segment of that market. They would be minimizing a threat by directly combating the growth of
the tea house, the emergence of specialty stores, and differentiating itself from the direct
competitors and secondary substitutes. They would also be eliminating a weakness by offering
more TASSIMO products. Lastly, they would be playing to their strengths by utilizing their
excellent distribution and shelf space along with their brand reputation to promote a new product
to a new consumer base. While the marketing strategy is not diversification as it is still tea, it can
be considered both product development and market development due to the development of a
new product in the hopes of attracting a new market segment and new consumers.

15. 15
There are some possible risks with the new product line. Primarily, producing a premium
tea comes with a premium price tag. In a slow economy, there is a risk that the new product’s
value will be deemed unworthy of the cost and some consumers will be priced out. There is also
the potential that introducing a premium product devalues the regular product, and the steady,
classic Tetley brand loses its loyalty from customers.
However, the risks are worth the rewards. By tapping in to a new market, Tetley gains
new customers and increased profits. There is also the possibility that by introducing a premium
product their brand grows favor within the high quality tea community causing a demand for it to
be distributed to high quality restaurants or tea houses, further tapping in to a new market. The
upside for Tetley and the new product line is promising.

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Appendices
Appendix 1: Mission Statement
“At the Tata group we are committed to improving the quality of life of the communities we
serve. We do this by striving for leadership and global competitiveness in the business sectors in
which we operate.” (Tata)
Appendix 2: Core Values
“Tata has always been values-driven. These values continue to direct the growth and business of Tata
companies. The five core Tata values underpinning the way we do business are:
 Integrity: We must conduct our business fairly, with honesty and transparency.
Everything we do must stand the test of public scrutiny.
 Understanding: We must be caring, show respect, compassion and humanity for our
colleagues and customers around the world, and always work for the benefit of the
communities we serve.
 Excellence: We must constantly strive to achieve the highest possible standards in our
day-to-day work and in the quality of the goods and services we provide.
 Unity: We must work cohesively with our colleagues across the group and with our
customers and partners around the world, building strong relationships based on
tolerance, understanding and mutual cooperation.
 Responsibility: We must continue to be responsible, sensitive to the countries,
communities and environments in which we work, always ensuring that what comes from
the people goes back to the people many times over.” (Tata)
Appendix 3: TGB Mission Statement
“Mission: A global business on a mission to lead the world in “Good for You” beverages.
Vision: We believe passionately in making the world a better place through life-enhancing
sustainable hydration- and it’s our mission to make this a reality.” (Tata Tea)
Appendix 4: Full Tetley Product List
Black/Orange Pekoe Tea:
1. Tetley Orange Pekoe
2. Tetley Orange Pekoe Decaffeinated
3. Tetley Bold
Green Tea:
1. Tetley Pure Green Tea
2. Tetley Naturally Decaffeinated Green Tea
3. Tetley Blueberry Green Tea
4. Tetley Earl Grey Green Tea
5. Tetley Honey Lemon Ginseng Green Tea

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6. Tetley Jasmine Green Tea
7. Tetley Decaffeinated Lychee Pear Green Tea
8. Tetley Mint Green Tea
9. Tetley Pomegranate Green Tea
10. Tetley Green Tea Plus Aware
11. Tetley Green Tea Plus Figure
12. Tetley Green Tea Plus Glow
Herbal Tea:
1. Tetley Calm
2. Tetley Clarity
3. Tetley Cleanse
4. Tetley Dream
5. Tetley Mojito
6. Tetley Pure Peppermint
7. Tetley Soothe
8. Tetley Summerberries
9. Tetley Warmth
10. Tetley Wild Berries
11. Tetley Bellini
12. Tetley Cosmo
13. Tetley Pina Colada
Flavored Black Tea:
1. Tetley Chai
2. Tetley Dark Chocolate Chai
3. Tetley Vanilla Bean Chai
4. Tetley Earl Grey
5. Tetley Decaffeinated Earl Grey
6. Tetley Earl Grey Vanilla
Red Tea/ Rooibos:
1. Tetley Rooibos
2. Tetley Rooibos Vanilla
3. Tetley Rooibos Red Berry
4. Tetley Rooibos Spice Plum
Tetley Infusions:
1. Tetley Infusions Black Tea with Mediterranean Lemon
2. Tetley Infusions Green Tea with Peach & Mango
3. Tetley Infusions Green Tea with Pomegranate
4. Tetley Infusions Summerberries with Hibiscus
5. Tetley Infusions Red Tea Strawberry & Raspberry
6. Tetley Infusions White Tea with Blueberry

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7. Tetley Infusions White Tea with Orange Blossom & Cherry
Newest Products:
1. Tetley Green Tea Plus
These are a blend of green tea plus aromatic flavors along with unique customized
ingredients. They include Tetley Green Tea Plus Aware, Tetley Green Tea Plus Figure,
and Tetley Green Tea Plus Glow.
2. Tetley Herbal Cocktail-Inspired Teas
These herbal teas were created for a consumer looking for fun. They include Tetley
Bellini, Tetley Cosmo, and Tetley Pina Colada.
3. TASSIMO T DISCS
These products allow the consumer to enjoy Tetley teas via TASSIMO machines at the
comfort of their own home. TASSIMO is a trademark of Kraft Foods Group Brands.
Products include Tetley Orange Pekoe T DISC and Tetley Pure Green Tea T DISC.
4. Tetley Collectibles
When a consumer sends in an order totaling 864 min. tea bag counts, they get a free tea
caddy, which is a limited edition item and can hold up to 5 Tetley tea bags. It also comes
with a velveteen case and is exclusive to Canadians.
When a consumer sends in an order totaling 1080 min. tea bag counts, they get a free tea
canister, which is a limited edition item and can hold up to 100 Tetley tea bags. It has the
traditional Heritage logo and is exclusive to Canadians only. (Tetley)
Appendix 5: Social Media Examples

19. 19

20. 20
Appendix 6: Tetley Better U

21. 21
Appendix 7: Contest Details

22. 22
Appendix 8: Shelf Space
Sobey’s:
Metro:

23. 23
Appendix 9: Price Range
Tetley:
CHEAPEST PRODUCT MOST EXPENSIVE PRODUCT
 Tetley cans (20 bags)→ $3.99  Tetley Orange Pekoe (216 bags)→ $9.99
Competitors:
CHEAPEST PRODUCT MOST EXPENSIVE PRODUCT
 Twinings box (20 bags) → $4.99
 Lipton box (20 bags) → $3.99
 Stash box (20 bags) → $3.99
 Red Rose (144 bags) → $7.89
 King Cole (120 bags) → $4.79
Appendix 10: Sales Data Table

24. 24
Appendix 11: Market Share over a 2 Year Period
Appendix 12: Product Lists of Competitors
Red Rose Product Information Table:
Red Rose Black Tea
Our unique blend of the finest quality, best tasting
orange pekoe teas ensures a perfect and satisfying
cup of tea every time. Since 1894, tea lovers all
across Canada have been enjoying Red Rose®.
Decaffeinated Red
Rose Black Tea
Our unique blend of the finest quality teas are
naturally decaffeinated to ensure a perfect and
satisfying cup of tea every time. Red Rose®
decaffeinated tea remains the same great tea with
special quality and fine distinctive taste as always.
Red Rose Canadian
Breakfast
Deliciously rich and smooth. Blended in Canada
for Canadians, Red Rose® Canadian Breakfast is
the perfect complement to any special Canadian
occasion.

25. 25
Lipton Product Information Table:
Lipton Green Tea
Green Tea decaffeinate,
Green Tea 20 Tea Bags
Lemon Ginseng Green Tea
Mandarin Orange
Raspberry Passion Fruit
Lipton Green Tea
Superfruits
Purpule acai with blueberry
Black currant with vanilla
Red goji with raspberry
Passion Fruit, Orange and Jasmine
Wild Cranberry with pomegranate
Lipton White Tea
Blueberry & Pomegranate
Island Mango & Peach
Lipton Herbal Tea
Blackberry Vanilla infusion
Melon citrus mint infusion
Orange blossom hibiscus infusion
Pineapple chamomile infusion
Lipton Chai Tea Spiced cinnamon chai
Lipton Yellow Label Lipton Yellow Label Black Tea

26. 26
Twining Product Information Table:
Black Tea
Pure Mint
Ceylon Orange Pekoe
Darjeeling
Earl Grey
English Breakfast
Irish Breakfast
Prince Of Wales
Variety Pack Black Teas
Lady Grey
Chai Tea
French Vanilla Chai
Spiced Apple Chai
Decaffeinated Chai
Chai Ultra Spice
Chai
Green Tea
Green Tea
Lemon Green Tea
Jasmine Green Tea
Gunpower Green
Mint Green Tea
Earl Grey Green
Herbal Tea
Herbal Variety Pack
Goodnight Blend
Pomegranate & Raspberry
African Honeybush, Mandarin and Orange
Lemon and ginger
Pure Camomile
Pure Peppermint
Camomile & Spiced Apple
Blackcurrant Ginseng and Tahitian Vanilla
African Rooibos Red Tea
Oolong Tea China Oolong
White Tea Pure White
Loose Tea
Ceylon Orange Pekoe
Earl Grey
English Breakfast
Irish Breakfast
Jasmine Green Tea
Lady Grey
Decaf Tea
Earl Grey Decaffeinated
English Breakfast Decaffeinated
Lady Grey Decaffeinated
Green Decaffeinated

27. 27
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