The marketing objective
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 (BBRL) Tea was facing. With intensifying competition and price wars, consumer erosion was a huge challenge.
There is a need to constantly innovate to change preferences and drive sales. With so much at stake, the brand is forced to take on a dual marketing challenge, that of constantly increasing usage as well as users. The...