Tetley Herbal Teas
Section I — Basic information
|Business Results Period (Consecutive Months):||October 2010 – March 2011|
|Start of Advertising/Communication Effort:||Sept 27 2010|
|Base Period as a Benchmark:||October 2009 – March 2010|
Section II — Situation analysis
a) Overall Assessment
When the shift toward tea culture started in Canada around 2000, Tetley's mission was to systematically carve out leadership in every segment of hot tea. That led to years of successfully investing in Black Tea, Green Tea, Red Tea and even new products like Tetley Infusions. But the one cup left unturned was Herbal Tea and as a result, players like Celestial Seasonings had a significant share lead.