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 Crystal Light. CL had a strangle hold on the single serve iced tea drink mix category with over 60% share and a consistent and intimidating media spend (more than $5.5 million over the years '06 and '09) (source: Nielsen).