Seylon Gold Tea: The Catalyst
Bitop Das Gupta and Salahuddin Shahed
Campaign details
Brand owner: Abul Khair Consumer Products LtdBrand: Seylon Gold TeaAgency: Grey Advertising Bangladesh LtdCountry: BangladeshChannels used: Newspapers, Packaging and design, Radio, TelevisionMedia budget: Up to 500k
Executive summary
Abul Khair Consumer Products Ltd was present in the tea market with their brand Seylon having 10% market share1, focusing mostly in the institutional market. The market was largely dominated by the oldest brand, Ispahani, having the majority market share of 55%2and the brand...