Tetley Infusions
john st.
Section I — Basic information
Business Results Period (Consecutive Months): | October 2009 - September 2010 |
Start of Advertising/Communication Effort: | May 31 2010 |
Base Period as a Benchmark: | October 2008 - September 2009 |
Section II — Situation analysis
a) Overall Assessment
Tetley has launched many new products over the last decade: Green tea, Red Tea, and numerous new herbal varieties, but Tetley Infusions was something different altogether.
For one, it wasn't a hot tea. Infusions are a single serve tea-based drink mix that you add to water. And secondly, it was going up against a Goliath called...