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

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