2014

Tetley Energy Drink

Group – 3
Members:
Prajakta Talathi – GSEP13CMM031
Shreye Dhaon – GSEP13IT017
Sarath Tambaan – GSEP13IT013
Shantanu Kulkarni – GSEP13CMM34
Siddharth Mehta – GSEP13GLSCM050
Tetley Energy Drink

Executive Summary

The following report includes the marketing plan for launching a new energy drink product in the
Australian Market. The product will be launched under the brand of Tetley which is a part of Tata
beverages. The energy drink market has been growing for past few years as more people are moving
towards a healthier lifestyle.

Consumers have high spending power and per capita online shopping and number of regular online
user has increased over the past few years and is expected to rise more in the future. The target
market will be people from the age group of 15 to 35 years who are conscious about their health and
spend time working out.

There are number of energy drinks in the market and an immense competition for it. The market is
monopolistic as it has large number of players producing very similar products. The existing players
differentiate regularly to provide something unique product to the consumers and thus often use
short term policies and attractive marketing campaigns.

The SMART goals that the organization has led to the marketing objectives which are product
awareness, preference and setting a target sale figure. Also TATA doesn’t deviate from its ultimate
goal of making the world a better place, this time with the launch of a new health drink.

Prezi Link
http://prezi.com/a63s9-pn1ex2/?utm_campaign=share&utm_medium=copy

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Table of Contents
Executive Summary................................................................................................................................. 1
Prezi Link ............................................................................................................................................. 1
Introduction ............................................................................................................................................ 5
Aim ...................................................................................................................................................... 5
History ................................................................................................................................................. 6
Mission .................................................................................................................................................... 7
Tata Beverage’s mission...................................................................................................................... 8
Tata Beverage’s vision......................................................................................................................... 8
Situational Analysis ................................................................................................................................. 8
Organizational Core Competencies Analysis ...................................................................................... 8
Environmental Analysis ....................................................................................................................... 9
PESTLED........................................................................................................................................... 9
PESTLED of Australia ..................................................................................................................... 10
Market Analysis................................................................................................................................. 13
Porter’s 5-Forces: .......................................................................................................................... 13
Porter’s 5- Forces Analysis of Energy Drink Market in Australia .................................................. 15
Market analysis for Energy drinks ................................................................................................. 15
Customer Analysis ............................................................................................................................. 17
Competitor Analysis .......................................................................................................................... 17
Market Type .................................................................................................................................. 18
Competitors Topology................................................................................................................... 18
Competitor’s Strategy ................................................................................................................... 19
Competitive Positions ................................................................................................................... 19
Market Leader strategies .............................................................................................................. 19
Advertisement Strategy for Brand Management ......................................................................... 19
SWOT Analysis....................................................................................................................................... 20
SWOT matrix analysis of TGBL .......................................................................................................... 21
Strength ............................................................................................................................................ 21
Weakness .......................................................................................................................................... 22
Opportunities .................................................................................................................................... 22
Threats .............................................................................................................................................. 23
Critical Issues......................................................................................................................................... 23

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Marketing Goals and Objectives ........................................................................................................... 24

Goals ................................................................................................................................................. 24
Objectives ......................................................................................................................................... 24
What is TATA trying to achieve through Tetley Energy drink ....................................................... 24
Target Market ....................................................................................................................................... 25
Target Market for Tetley ................................................................................................................... 26
Marketing Strategy and Tactics ............................................................................................................ 26
Marketing Strategy for Tetley ........................................................................................................... 26
Marketing Mix ....................................................................................................................................... 26
Product / Service ............................................................................................................................... 27
Product – Tetley Energy Drink: ..................................................................................................... 27
Place – Distribution ........................................................................................................................... 27
Distribution of Tetley Energy Drink............................................................................................... 29
Price .................................................................................................................................................. 29
Pricing Strategy for Tetley Energy Drink ....................................................................................... 29
Promotion ......................................................................................................................................... 29
Promotion Strategy for Tetley Energy Drink ................................................................................. 30
People ............................................................................................................................................... 30
People in Tata – Tetley .................................................................................................................. 30
Process .............................................................................................................................................. 31
Physical Evidence .............................................................................................................................. 31
Physical Evidence of Tetley Energy Drink ..................................................................................... 31
Communication/ Action Plans .............................................................................................................. 31
Communication Plan/Strategy .......................................................................................................... 32
Profiling of Target Audience ......................................................................................................... 32
Impact of Campaign ...................................................................................................................... 32
Creativity ....................................................................................................................................... 32
Vehicle Selection ........................................................................................................................... 32
The Promotional Mix..................................................................................................................... 33
Forecasts and Budgets .......................................................................................................................... 34
Forecasts ........................................................................................................................................... 34
Financial Forecast.......................................................................................................................... 34

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Budget ............................................................................................................................................... 35
Implementation and Evaluation ........................................................................................................... 36
Marketing Implementation ............................................................................................................... 36
Marketing Control and Evaluation .................................................................................................... 37
Conclusion ............................................................................................................................................. 37
Bibliography .......................................................................................................................................... 38

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Introduction
A marketing plan is a document which comprises of (Drummond, Ensor, & Ashford, 2008):
 Analysis of the current marketing situation,
 Threats and opportunities of the firm,
 Marketing objectives and strategy specified that has the 4 Ps,
 Plan of actions, and
 Projected budget and other financial statements

The marketing plan consists of 3 main phases:

Phases of Marketing Plan (Source: (Drummond, Ensor, & Ashford, 2008) )

A documented market plan helps in tracking the progress of the company activities by providing a
point of reference.

While creating a new market plan around three end goals should be kept in mind. Having end goal in
mind will help in efficient formulation of marketing Plan. Placing more goals will lead to dilution of
efforts and shortage of resources for the company (Luke, 2013).

Aim
The report is a marketing plan for Tata Global Beverages Limited, Brand Name Tetley, to launch their
new Energy Drink in the Australian Market.

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History
Tata global beverage was set up as a joint venture between Tata Sons and the UK-based tea
plantation company, James Finlay and Company in 1962. Tata Tea was born in 1983 after James
Finlay sold his shareholdings to Tata. The company set out on a path with global ambitions,
evidenced by the acquisition of Tetley in 2000. Refer below for Evolution timeline (Tata Global
Beverages, 2014):

Source: (Tata Global Beverages, 2014).

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Brands under Tata Beverages:

Source: (Tata Beverages, 2014)

In Australia, Tetley has a variety of products of coffee, tea, purified water and other beverages.
Using this marketing plan, it plans to introduce non-milk, high in glucose energy drink.

Mission
The mission of the organisation is the unique purpose that helps in distinguishing the company from
its competitors and defines its boundary of working. The mission statement is the organisation’s
primary objective that encapsulates its core values (Drummond, Ensor, & Ashford, 2008). The
organisation’s objectives and mission are influenced by followings:

• Whom should the • Whom does the

organization serve? organization serve?
• Accountability and • Balance of power and
regulatory framework influence of various
stakeholders
Corprate Stakehold
Governan ers
ce

Business Cultural
Ethics Context
• Social responsibility • What aspects of the
• Expectations of mission are prioritised?
individuals ethical • Influence of the cultural
behavior environment

Source: (Drummond, Ensor, & Ashford, 2008) (Adapted from Jhonson and Scholes, 1999)

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The mission statement is a broad description of a firm’s objectives and the scope of activities it plans
to undertake and attempts to answer two main questions (Grewal & Michael, 2014):
1. What type of business are we in?
2. What do we need to do to accomplish our goals and objectives?

These questions are answered at the highest corporate level before any marketing activity is
initiated. To understand the role of the organizational mission in strategic planning it is important to
understand the difference between mission and vision. The mission statement, seeks to answer the
question:

‘‘What business are we in?’’ It is a clear and concise statement (a paragraph or two at most) that
explains the Organization’s reason for existence. Whereas, the vision statement seeks to answer the
question: ‘‘What do we want to become?’’ (Ferrell & Hartline, 2010).

Tata Beverage’s mission

“We believe passionately in making the world a better place through life-enhancing sustainable
hydration” (Tata Global Beverages, 2014).

Tata Beverage’s vision

“To become the global leader in branded ‘good for you’ beverages“ (Tata Global Beverages, 2014).

Thus the mission and vision of the Tata Beverage are in sync and support each other.

Situational Analysis

Organizational Core Competencies Analysis

“Core competency is a unique capability acquired by a firm over a period of time in form of a
resource, operations facility, specially skilled manpower, knowhow or delivery of service which gives
the firm sustainable competitive advantage in future in quality, design, production or distribution of
a product/service or in cost of the product and is viewed as a relative value addition by a prospective
Customer” (Gupta, 2013).

Source: (Drummond, Ensor, & Ashford, 2008)

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The above figure shows the importance of core competencies in the strategic plan of an
Organization.

Following are the three competencies of Tata Beverages:

1. A great product
2. Good value for the price and
3. Good service

Tata is known in the market to provide high quality products at a competitive value to its customers.
They are also known to produce and launch products which are demanded by customers.

Environmental Analysis
PESTLED
When we start analysing the macroeconomic factors we have to identify critical variables which are
going to influence the supply and demand of products and costs of its business activities (Johnson &
Scholes, 1992). The "radical and ongoing changes occurring in society create an uncertain
environment and have an impact on the function of the whole organization" (Tsiakkiros, 2002). A
number of checklists have been developed as ways of finding and analysing various factors that are
going to affect an industry or an organization.

PESTLED analysis is one of the frameworks which help finding and various factors that are going to
affect an industry or an (Bull, Marketing Presentation 2 & 3, 2014):

Source: (Bull, Marketing Presentation 2 & 3, 2014)

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Additionally there are two more factors:

Environmental: not only affects the seasonality of the product but also affects the supply of raw
material and distribution activities

Demographics: to study the change of population demographics of the market for sustainable
growth (Bull, Marketing Presentation 2 & 3, 2014)

The analysis documents not only the impact of these factors on the business but also on each other.
The result analysis is then used to identify opportunities, to make business and strategic plans and to
make contingency plans for threats (Byars, 1991). PESTLED analysis is a useful strategic tool for
understanding growth or decline, business position, potential and direction for operations in any
market. The headings of this framework are helpful in assessing a situation, and can in addition to
SWOT and Porter’s Five Forces models, be applied by companies to assess a marketing proposition
and formulate strategic directions (Kotler & Keller, Marketing Management, 2012).

PESTLED of Australia

Political
Australia has a liberal-capitalistic democracy. The state interferes in the economy through the use of
various fiscal policies; International businesses are affected as taxes may keep on varying from time-
to-time and this may in turn affect the currency exchange rate.

Economic

GDP • USD 961 Billion (2012 estimate)

Rank • 19

Per Capita Income • USD 59,570

Source: (The World Bank, 2014)

Characteristics of
Australian Economy
• Continuous Growth
• Low Unemployment
• Low Inflation
• Low Public Debt
• Stable Financial
System

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The consumers have high buying power in Australia and this is reflected by comparatively higher
prices of consumer products in the nation.

Due to high value of Australian dollar the manufacturing sector is weak. Australia has benefitted
from rising global commodity prices as demand in Asia especially China has increased. Australia has
abundant natural resources and is a major exporter of food and energy. Australia is a comparatively
open market with low restrictions on import. Australia has bilateral free trade agreements (FTAs)
with: New Zealand, Chile, Thailand, Singapore, Malaysia, and the US, moreover it has a regional FTA
with ASEAN and New Zealand. Currently it is negotiating agreements with Asian countries including
India, China, Japan, Indonesia, and the Republic of Korea, as well as with its Pacific neighbors and the
Gulf Cooperation Council countries (Central Intelligence Agency US).

Social

Population growth rate: Urban population: 89% of

Total Population: 22,262,501
1.11% total population (2010)

Obesity in Adults: 26.8%

Sex Ratio: 1.01
male(s)/female (2013 est.)
Rate of Urbanization: 1.2%
Annual Rate of change
(2008)
country comparison to the
world: 44
This shows that obesity is
prevalent in Australia

Literacy: Total population:

Education expenditures:: 99%
5.1% of GDP (2009) Male: 99% Female: 99% (2003
compared to the world: 7.1% est.) High literacy, therefore,
well-educated population

Source: (Central Intelligence Agency US)

Following is the result of self-assessment of the population on their own health:

Source: (Australia bureau of statistics, 2011)

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Close to 40% of people in the age group of 15-34 self asses themselves in Very Good health and thus
are health conscious.

Major Risk
Factors
• Being overweight or
obese
• Smoking
• Poor diet and nutrition
• Blood Pressure

Source: Australian Health Survey (2011-2013) (Australia bureau of statistics, 2011):

Technological
The benefits of e-commerce to the economy in terms of reduced costs, higher quality, new products
and larger markets are significant highlights in a country’s international business. Australian e-
commerce sales have increased from AUD 27 Billion in 2010 to 37 Billion in 2013. Sales have
continuously increased by a margin of AUD 3-4 Billions every year. The Australian average online
spending has increased from AUD 1048 in 2006 to AUD 2108 in 2013 (Merlinfx, 2013).

Legal
Australia has practical structure of financial regulations that allow business to invest without undue
delay. A new business can be established in Australia within two days compared with an average of
20 days in most of the other countries. Australia ranks 11 out of 189 countries on the ease of doing
business index, below is the summary:

Source: (The World Bank, 2014)

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Environmental
The mid part of the continent is too dry for inhabitation and most of the population is concentrated
in the coastal region. There is huge variation in climatic conditions and it can range from 0 degree
Celsius to 50 degree Celsius. (Australian Government Bureau of Meterology, 2014).

Area of Australia
• Total: 7,741,220 Sq
km
• 6th largest country in
the world
• Land: 7,682,300 sq
km
• Water: 58,920 sq km

Source: (Central Intelligence Agency US)

Demographics
Most of the population are in the age range of 20 – 45 years. Following is the demographics:

Source: (Australia bureau of statistics, 2011):

Market Analysis
Porter’s 5-Forces:
The essence of strategy formulation is coping with competition. The state of Competition in a market
can be explained by five forces:

Source: (Porter, 1997)

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Bargaining Power of
Suppliers:
•Monopoly
•Pressure on producers
•Raise prices or reduce
quality

Threat of New Jockeying for Position:

Entrant:
•Economies of scale
•Product differentiation
•Capital requirements
•Cost disadvantage
independent of size
•Access to distribution
channel
•Government Policy
1. Competitors are
numerous Bargaining Power of
Customers
2. Market growth is slow •Variety of choices
3. Exit barriers are high •Move to another
similar product from
4. Product lacks different producer
differentiation

Threat of Substitute
•Customers move to
substitute products
•Threat not only from
competitors but also
from substitutes

Once the above analysis is done a company can makes a strategy that places itself in the best
position among the competitors ad also makes it immune to shifts in the future market trends
(Porter, 1997).

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Porter’s 5- Forces Analysis of Energy Drink Market in Australia

Bargain Power of Bargain power of

Threat of Entrants Threat of Substitutes
Suppliers Customers

• High • Low • High • High

• Low barriers to • Large number of • Variety of good • Various products
entry in energy drink suppliers available brands to choose like soft drinks,
market from herbal drinks,
protein shakes and
pre workout
supplements like NO
explode

Market analysis for Energy drinks

1. Market volume increasing per year

Source: (Euromonitor International, 2013)

2. Volume per capita increasing per year

Source: (Euromonitor International, 2013)

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3. Market segmentation by types

Source: (Euromonitor International, 2013)

4. Market share by company

Source: (Euromonitor International, 2013)

5. Distribution breakup

Source: (Euromonitor International, 2013)

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Customer Analysis
Marketing is about identifying and meeting human and social needs (Kotler & Keller, Marketing
Management, 2012) profitably. When directed towards specific objects that might satisfy needs,
needs become wants (Kotler & Keller, Marketing Management, 2012). Marketing is a process of
identifying and converting consumer “wants” into products and services. Marketing begins with
customers (identify their needs) and ends with customers (satisfy these needs).

Companies succeed only when they choose their target market carefully and prepare a customized
marketing plan for them. A company can carefully define its target market yet fail to correctly
understand the customers’ needs as it is a complex process.

Stated

Secret Real
Types
of
needs

Delight Unstated

To cater to Customer needs, difference between responsive marketing, anticipative marketing, and
creative marketing needs to be understood.

Responsive Marketers Anticiptive Marketers Creative Marketers

• Tries to find and fill a • Looks ahead to the needs • Creates solutions that
stated need that customers may have customers did not ask for
in future and provides a and that customers have
solution for the same not thought of

Companies are trying to become more market-oriented and their major efforts go in retaining
customers. Customer-retention has become more important than customer-attraction because
attracting new customer costs five times more than pleasing an existing one. (Kotler P. , Marketing
Management Millenium Edition, 2002).

Competitor Analysis
Competition is the most critical factor in marketing management and includes all of the actual and
potential rival offerings and substitutes that a buyer might consider.

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Competition can be broadly divided into following categories on the basis of substitutability:

• Competitors that • All the companies in

produce similar the same industry
product at similar
price
Brand Industry
Competi Competi
tion tion

Generic Form
Competi Competi
• All the companies
tion tion • All the companies
that compete for the that supply the same
same consumer service. Can also
buying power include substituents

Following are the major direct competitors in the energy drink market segment in Australia:
 V
 Red bull
 Monster

In addition to above there are various substitute products available in the market. These are the
indirect competitors.

Market Type
Monopolistic Competition: There are large numbers of market players that offer similar products
and are thus being forced to differentiate themselves from others.

Competitors Topology
Most of the competitions present in this industry are Prospectors. New products, flavours, limited
editions are being continuously launched. This is a rapid changing market and companies have to
differentiate on the basis of marketing campaigns, offers or package design as there is not much to
differentiate on the product itself.

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Competitor’s Strategy
The current market is increases so it provides a chance to new entrants to make a place in the
growing market.

They try to build customer intimacy to gain and maintain the market share of their respective
products.

Competitive Positions
The existing competitors are market leader.

Market Leader strategies

Expand the market by attracting new customers and increasing the frequency of current users.

Advertisement Strategy for Brand Management

All the available market brands try to connect to customers of different taste on the basis of
advertisement campaigns.

1. Red bull: Promotes “gives you wings” and is associated with adrenaline sports like
snowboarding and F1 race.

Source: Red Bull Website Gallery

2. Monster Energy Drinks: Associated with motor sports mostly biking. They sponsor events
like Dew Action Sports Tour and X games.

Source: Monster energy drink website

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3. V energy drink: Ad campaigns include stunt driving and sponsorship to NZ extreme games.

Source (nbr.co.nz)

4. Rockstar Energy Drink: Associated with partying and having a celebrity lifestyle

Source: Gallery Plus

SWOT Analysis
The overall evaluation of a company’s strengths, weakness, opportunities, and threat is called SWOT
analysis. It is the way of monitoring the internal and external marketing environment for an
organisation (Kotler K. , 2012). It is a general tool designed to be used in the preliminary stages of
decision-making and as a precursor to strategic planning in various kinds of applications (johnson).
SWOT studies internal and external environmental factor which may affect business at any point of
time (Bull, Marketing management, 2014).

Internal environment analysis evaluates company’s strength and weakness. External environment
evaluates opportunity and threats for an organisation. External environment should monitor the
micro economical and macro-economic factors that can affect its ability to earn its profit. The SWOT
matrix illustrates how the external opportunities and threats facing a firm can be matched with its
internal strengths and weaknesses to result in four sets of possible strategic alternatives. It enables
mangers to create various kinds of growth and retrenchment strategies (Wang). The SWOT matrix
includes (Wang):

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 SO strategies focus on how to use strengths of a business to take advantage of opportunities

(Wang).
 ST strategies attempt to utilize the strengths of a company to avoid threats (Wang).
 WO strategies aim to eliminate weaknesses to open new opportunities (Wang).
 WT strategies are basically defensive and mainly act to minimize weaknesses and avoid
threats (Wang).

Hence considering the new opportunity Tetley (brand of TGBL) has considered launching a product
which is decaffeinated energy drinks and it will be using extracts of green tea for energy source with
no caffeine and sugar.

SWOT matrix analysis of TGBL

Source: (TGBL, Global company profile (TGBL), 2013)

Strength
Wide geographic footprint with strong presence in global market: TGBL is second largest tea
producer in the world with operations spanning over 15 countries throughout the world. Some of its
popular brands like Tetley reach out to 70 countries; about 45 million cups of tea are drunk per day
around the world. Some other famous brands present are Grand in Russia, Vitax in Poland, Jemca a
leading brand in Czech Republic. In India, Tata tea brand enjoys a super brand status and the market
share is over 18% (TGBL, TGBL Swot analysis, 2012).

Focussed on sustainable initiatives: TGBL focuses on sustainable initiatives which are ethical
sourcing, packaging, etc. In packaging company follows the target of no packaging to landfill by 2015.
Company also focuses on reducing carbon emissions and also developing a corporate water strategy
which includes quantified water reduction target. Therefore, focus on sustainability initiatives in
order to minimise the adverse impact on environment which enhances the company’s brand image
(TGBL, TGBL Swot analysis, 2012).

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Increased investments in Innovation (TGBL, Global company profile (TGBL), 2013).

Weakness
Overexposure to commodity based business: TGBL core business comprises of tea and coffee,
which are two highly commoditized businesses. Overdependence on two commodities would
exposes the company’s profitability to external factors like demand supply gap, production status
and inflation (TGBL, TGBL Swot analysis, 2012).

Low profit margins: Continuous rise in competition as well as increase in rise of raw material has
led to reduce the profit margins of the company. And the trend is going on to be the same which
would impact the company’s investments in other fast emerging value added product. Hence,
keeping in mind the present industry scenario poses negative outlook for TGBL financial
performance, and there by affecting its position in global beverage market (TGBL, TGBL Swot
analysis, 2012).

Opportunities
Add a new product mix in Australian market: As Tetley brand represents TGBL in Australia and
has different products offered in tea market. TGBL is entering into Energy drink market with a
unique drink which is green tea drink which is full of powerful antioxidants ,assist in fat oxidation
and by increasing energy expenditure helps in burning body fat. It gives you more energy than
energy drinks without sugar and caffeine (TGBL, TGBL Swot analysis, 2012).

Rising target Market: As discussed in market analysis as well, Australia is having obesity a major
concern in their population, energy drink without caffeine and sugar can be targeted to this market
segment. Also it can be projected as sports drink where it will be facing brands like V and Red bull
(TGBL, TGBL Swot analysis, 2012).

Regulations by governments for caffeine contents in Energy drinks: There are various tests
carried out by governments of Australia and from a sample of 70 energy drinks more than 77% of
energy drinks have high caffeine content were over the accepted limit (Euromonitor).

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Threats
Intense level of competition: Presence of market leaders like Red bull, Monster, V will give tough
competition in Energy drink market segment.

High marketing cost: In order to launch the new product, intensive marketing will be required to
make target customer aware the existence of brands (TGBL, TGBL Swot analysis, 2012).

Impact of soaring input prices on margin: There is continuous rise in the production cost of tea
as because of the dry season. All the major tea producing nations like India, Sri Lanka and Kenya are
facing this weather problem due to which there is decline in production of Tea production and on
the other hand there is a continuous rise in demand on tea and coffee (TGBL, TGBL Swot analysis,
2012).

Critical Issues
One of the key issues in entering Australian market would be the government regulations on the
caffeine content in energy drinks. As already mentioned in SWOT, government had banned five
energy drinks in Australian market because of high caffeine content. So keeping a check on the level
of caffeine would play a key role in the survival of the product in the market. Another issue would be
the wide variety of energy drink products in the market. There are a number of well-established
energy drink brands (example: Red Bull, V etc.) in Australian market and it is a restricting factor to
enter to the market. But as our product is caffeine free and more of herbal, it would be a success
because it would attract more people as majority of Australians are health conscious or turning to be
health conscious.

Initially pricing the product will be an issue and price is an important element that contributes to the
revenue and profit. Thus the profit margin on the product would not be high because of the
competition. Public should be made aware of such a product as it is first of its kind in the Australian
market. This would require good initial campaigning. But the product also should release along with
the campaigning as it would help people use the product and experience the advantages by
themselves.

Strong
regulations by
Government
for caffeine
content in
energy market

Critical
Issues

Impact of Adding a
soaring input product mix in
prices on the Australian
margins market

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Marketing Goals and Objectives

Marketing goals and objectives outlines the expected outcomes of a marketing plan. Having good
goals and objectives is vital because these become the basis for measuring the success of the entire
marketing program.

Goals
Goals should be designed in such a way that it would not only help set milestones for evaluating
marketing performance but also motivates managers and employees. Goals help in the development
of objectives (Ferrel & Hartline, 2010).

The goals should be SMART (Bull, Marketing management, 2014).

Source: (Bull, Marketing management, 2014)

Objectives
Typically, the marketing objectives include market share, return on investment. But for launching
‘Energy drinks’ it is required to have different objectives such as (Mark Beard, 2011):

 Product Awareness – to create awareness amongst the target audience

 Preference – to make the energy drink preferred over the competitors
 Set Target – to set the target figure for sales revenue and market share within specified
timeline

What is TATA trying to achieve through Tetley Energy drink

A healthy drink that would help the world to be a better place, just as the organization’s mission
says. TATA would give importance to the triple bottom-line (people, planet and profit) which
definitely defines the marketing objectives and the marketing goals would be tailored accordingly.

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Target Market

Target marketing is aiming at specific target customers (Perrault & McCarthy, 2006).

Single target
market
approach

Homogeneous
One broad Multiple target
All customer Some Generic (narrow)
product- market
needs Market product-
market approach
markets

Narrowing down to specific product-market Segmenting Combined

into possible target market
target markets approach

Selecting
target
Source: (Perrault & McCarthy, 2006) marketing
approach

Single Target: Segmenting the market

and picking one of the homogenous
segments

Market-
oriented
Strategies

Multiple Target: Segmenting the market

Combined Target: Combining 2 or more
and choosing 2 or more segments, then
submarkets into one larger target market
treating each as a separate target
as a basis for 1 strategy
market needing a different market mix

Source: (Perrault & McCarthy, 2006)

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Target Market for Tetley

The product will be targeting the following population segment:

People from the age

range of 15 to 35 both
male and females

Target
Market

People who are trying

Health conscious people
to switch to a healthier
preferably involved in
lifestyle and want to
regular work out
give up soft drinks

Marketing Strategy and Tactics

Marketing manager defines the mission, marketing and financial objectives, and needs the market
offering is intended to satisfy as well as its competitive positioning. All this requires inputs from
other areas, such as purchasing, manufacturing, sales, finance, and human resources (Kotler &
Keller, Marketing Management, 2012).

Market-oriented strategic planning is the managerial process of developing and maintaining a viable
fit between the organization’s objectives, skills, and resources and its changing market
opportunities. The aim of strategic planning is to shape the organization’s businesses and products
so they yield target profits and growth. Strategic planning takes place at four levels: corporate,
division, business unit, and product.

Marketing Strategy for Tetley

The key to the marketing strategy is focusing on the health-conscious customers. Since there are
many energy drinks available in the market, Tetley will have to position its energy drink strategically.
Rather than being innovative in its product, it should be innovative in terms of its promotions and
advertising.

Marketing Mix
Marketing-mix models analyse data from a variety of sources, such as retailer scanner data,
company shipment data, pricing, media, and promotion spending data, to understand more
precisely the effects of specific marketing activities. Marketing mix consists comprises of 7Ps.

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Product /
Service

Physical Place –
Evidence Distribution

Marketing
Mix
Process Price

People Promotion

Product / Service
Product and brand managers have many decisions to make as they seek to develop the best
products and communicate their features and value to the customers (Bull, Marketing management,
2014).

Product – Tetley Energy Drink:

The characteristics of Tetley Energy Drink are:

 First Energy drink in the market with Tea Extracts

 Non-milk based
 High in glucose-sucrose
 Excellent source of vitamins and minerals

Place – Distribution
Distribution means delivering the product to the right place at the right time, in right quantities and
at right price. It comprises of seven attributes:

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Location

Inventory Transport

Marketing
Mix
Availabilit
Channels
y

Delivery Coverage

Source: Adopted from (Chopra, 2008)

The essence of managing distribution lies in the emphasis from transaction-based selling to
relationship marketing. Right distribution strategy helps in managing inventory, controlling costs,
recognising importance of intermediary customers and managing supply chain (Bull, Marketing
management, 2014).

Effective distribution strategy involves:

•Learn what the customers want

•Decide on outlets
•Learn about costs
Review the
•Determine changes
distribution
environment •Prepare an action plan

•Competitive scope
•Positional advantage
Establish •PLC stage
distribution
objectives and •Market leader versus challenger/follower.
channel strategy

•Length – the number of intermediary levels

Design the •Intensity – ranges from exclusive to selective to intensive distribution
distribution
structure

Source: Based on (Bull, Marketing management, 2014)

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Distribution of Tetley Energy Drink

From the PESTLED analysis, it can be observed that e-Commerce is growing in Australia. Online
shopping will be the main channel of distribution. Apart from online shopping, the product will also
be available in leading supermarket stores like Woolworths, Aldy, Coles, etc. Tetley will be
positioned at the middle shelves. It will also be available in gym vending machines, at beach side
cafes and other similar places where people come for working out.

Price
It is very crucial for the success of the product to be priced right. Price is a measure of value to both
buyers (a measure of benefit) and sellers (to cover costs and provide profits). Pricing objectives are
(Bull, Marketing management, 2014):

 Buyer and Seller benefit

 SMART (Specific, Measurable, Actionable, Reasonable, Timetabled)
 Profits
 ROI

Consider the following before implementing the pricing strategy:

 Profitability
 Long-term prosperity
 Market share
 Positioning

Pricing Strategy for Tetley Energy Drink

Penetration Pricing:
As Tetley Energy Drink is a new product and the market already has few similar products, Tata
Beverages needs to penetrate the market using price which is lesser than that of the competitor’s
product or substitute products. Tata is a big company; hence by making use of Economies of Scale, it
will be possible for Tata to initially keep lower prices than the prevailing market prices.

Competitive Pricing:
Once the market is captured significantly, the prices can be changed. The market for energy drink is
highly competitive and the product is not differentiated to a great extent; hence price cannot vary
from that of the competitor.

Promotion
An organization needs to promote its product so that market is aware of the product. Promotion
refers to the various activities undertaken by the enterprise to communicate and promote its
products to the target market (Chopra, 2008). Though not limited to, the commonly used promotion
techniques are:

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Source: (Bull, Marketing management, 2014)

Promotion Strategy for Tetley Energy Drink

As Tetley Energy Drink is a sports drink, and Olympics are around the corner, the product will be
launched in one of the Olympic Games. This will give a good exposure and recognition to the
product. The tagline is Energy Drink – helping the world be a healthier place.

Source: (Bull, Marketing management, 2014)

To boost the brand of the product, celebrity endorsing can be done using sports personalities and
Hollywood actors. Apart from this, the traditional style of billboards, hoardings, television ads, radio
ads can be made. Also, online marketing using social networking sites like YouTube, Facebook,
Twitter etc. can be used for publicising the product.

People
People in the 7Ps determine the organizational skills and the skills and abilities of people in the
organization. The value can be added by:

 Training and development

 Support resources
 Formal and informal encouragement

People in Tata – Tetley

Following are the three mantras which people of Tata Beverages follow:

1. A great product
2. Good value for the price and
3. Good service

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Tata is known in the market to provide high quality products at a competitive value to its customers.
They are also known to produce and launch products which are demanded by customers.

Process
Following process is very important for smooth functioning of the product life cycle (PLC). Process
channelizes the development cycle. It facilitates the Initiation (Planning), Strategizing (Formulating
plans) and Executing (Implementing) of any product.

Since Tetley Energy Drink is a new product, the product development process would be (Bull,
Marketing management, 2014):

Product
Idea generation Test marketing
development

Screening Business analysis Commercialisation

Concept evaluation Marketing strategy

Source: Based on (Bull, Marketing management, 2014)

Physical Evidence
Physical Evidence determines the tangibility of the product. It considers:

 Ambience or packaging
 Spatial layout
 Brand identity
 Standardization

Physical Evidence of Tetley Energy Drink

The packaging of Tetley will be done such that it is very handy and easy to carry. The packaging will
be in form of plastic recyclable bottles and cans. The standard size of the bottle will be 200-300ml
depending on its can size. 500ml can be bottled.

Communication/ Action Plans

These primarily include customer centric materials such as social networking sites, magazines, press
releases, brochures and trade shows etc. (Kennaugh)

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Communication Plan/Strategy
Profiling of Target Audience

It is essential to ‘Know Your Customer.’ The psychographics and demographics of the audience’s
should be learned. Then, it is preferred to understand (Kennaugh):

 How the consumer favours to get the information about the Energy Drinks?
 Secondly, how he uses this information to buy the product?

Usually, the communication process is divided in following stages:

The process of communication goes from identifying the needs of customer, making customer aware
of the Energy Drink and then building loyalty and credibility.

Impact of Campaign
(Mark Beard, 2011)

 It is required to make the marketing strategy to penetrate the market rapidly.

 For creating brand image & brand awareness, it is needed to have effective advertisements.
 The duration of campaign and its impact time should be analysed before launching.

Creativity
(Kennaugh)

 Some creative messages, appeals have to be created.

 Top celebrities should be hired to reach to the highest possible audience and to make them
aware about the motives.
 For generating buzz, some user interface contests should be made online or on television.
(Philip Kotler, 2012, p. A6 of 812)

Vehicle Selection
It is necessary to identify the communication vehicles and use them efficiently.

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Source: Office.com

The trade shows should be organized regularly to influence the target audience in selected areas.

The Promotional Mix

(Mark Beard, 2011)

Some promotional offers in sports events would be given to create brand image. Until the brand is
getting established, consumers will be encouraged to purchase through channel partners and not
from websites. (Philip Kotler, 2012)

It is suggested to use all the following media channels:

Source: (Mark Beard, 2011)

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Forecasts and Budgets

Forecasts
Financial Forecast
For any business forecasting is required to reduce the financial risks. It allows mapping the cash
flows, sales etc. It helps in achieving the goals and targets. It helps in managing your resources
efficiently managing your money (Financial Forecasts).

Normally, it comprises of estimated sales, expenses forecasts and break even analysis (Philip Kotler,
2012, p. 86 of 812). The plan for the business is revealed by the financial forecast. It is nothing but
estimate of your income and expenses. It is best to use for business financials in future. The profit
and loss statement, balance sheet, cash flows etc. can be made by using this.

Initially, it is difficult to estimate the correct figures but over the period and with adjustments it can
go closer to accuracy. The sales forecast is normally indicator of how much business will be there.
The conservative figures are normally eye opener. And can be used to decide future investment
(Philip Kotler, 2012, p. 87 of 812).

For ‘Tata Energy Drinks’, the target market is of the age group of 15-35. There are already big and
established players in the market like Red Bull, V etc. To compete with them and to get the best
return on investments, it is necessitated to do forecasting.

Furthermore, when there is a need to go for aggressive marketing like advertisements, web sites,
trend shows, printed materials, it is required to know how much can be spent. The expense forecast
is used to keep the department on target. It can also be used to modify the marketing plan when
implementation is needed.

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Break-even Analysis – The break even analysis is used to know how much production is needed to
have profit. It helps in planning the resources and planning the production capacities (Philip Kotler,
2012, p. 87 of 812).

The advantages of financial forecasts are as below (Financial Forecasts):

•The business model

of the ‘Tata Energy
Financial
Drink’ can be
Viability
modified as per the
viability

•Easier to measure
Progress
forecasted vs actual
Monitor
figures

•Compare
Benchma
performance in
rking
future

•Potential risk and

Identify
financial difficulties
Risks
identification

Control •Helps in controlling

cash flow the cash flows

Periodical forecasts are required to be done and the earlier figures need to be modified as per
difficulties and rapid growths.

Budget
A budget is nothing but the detailed plan of your expenses in the coming year. When the company is
in starting phase or launching a new product, the marketing expenses are higher. So it is essential to
plan a budget. In addition to that the marketing expenses should be checked in comparison with the
total sales (Finance & Cash Flow).

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The budget is normally based on certain set of assumptions. These assumptions need to be
rechecked over the year. Also, it should be seen that the expenses are not going more than that of
the budget. The contribution margin of the marketing expenses with the sales revenue has to be
calculated for every year. On that basis, the future budgets should be decided (Philip Kotler, 2012, p.
87 of 812).

Budgeting Process – Source: (Anonymous, 2008)

Implementation and Evaluation

Marketing Implementation
Marketing implementation is making marketing strategy work by evaluating what is required to
achieve, strategic marketing goals, in a specific organizational environment (Cespedes & Piercy,
1996). Implementation involves actors, intents and "a procedure directed by a manager to install
planned change in an organization" (Nutt, Tactics of Implementation, 1986). While providing a useful
starting point, there are substantial problems with this view of marketing implementation as part of
a rational, logical, sequential flow of missions, goals, strategies, and tactics which are then
implemented (Cespedes & Piercy, 1996).

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Marketing Implementation is the process that turns marketing plans into marketing actions to
accomplish strategic marketing objectives (Kotler & Armstrong, Marketing An Introduction, 2013). If
strategy is “Doing right things” then implementation is “Doing this right”.

Marketing Control and Evaluation

Marketing planning addresses “what” and “why” whereas implementation addresses “who”,
“where”, “when” and “how” of marketing activities (Kotler & Armstrong, Marketing An Introduction,
2013). In spite of doing everything right, marketers experience surprises for which they must
practice marketing control.

Marketing Control is “Measuring and evaluating the results of marketing strategies and plans and
taking corrective actions to ensure that the objectives are achieved (Kotler & Armstrong, Marketing
An Introduction, 2013).

Steps in controlling the marketing implementation which will be followed by Tata Beverages:

Set specific
Marketing Goals

Take corrective measures Measure its

to close the gap between performance in the
goals and performance marketplace

Evaluate the
differences between
expected and actual
performance

Source: Based on (Kotler & Armstrong, Marketing An Introduction, 2013)

Conclusion
The new healthy energy drink by Tetley would launch into the Australian market targeting the health
conscious people majorly of age group 15 to 35. The product will have to compete against the
existing strong competitors such as Red Bull, V, Monster, etc. With its unique feature of being
caffeine free and more of tea extracts the organization is expecting that there will not be any issue
because of the government regulations in Australia and is extremely confident that the market
would accept the product, once again adhering to the organization’s core values – helping the world
be a healthier place.

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