Brooke: Bond Tea

This case study looks at how Brooke Bond red label, an Indian tea brand and 2nd in the country, used a new positioning as a brand for friendship.

Brooke: Bond Tea

The marketing objective

In India, Chai (Tea) is BIG. Over 4,000 brands vie for consumer attention, alongside a huge unbranded market which is almost equal in size. Tea has become a commodity and brands struggle to build equity and loyalty. This was the scenario, Brooke Bond Red Label Tea was facing. With intensifying competition and price wars, consumer erosion was a huge challenge.

Red Label is a close second in the organized tea category with a very narrow gap of just 80 basis points (Source: Nielsen), between itself and the category leader. So it constantly has to...

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