Table of Contents.
Current Brand Evaluation:
- Market Share…………………………………………………………………………………….P.4.
- Brand History…………………………………………………………………………………..P.6.
- Life cycles………………………………………………………………………………………..P.6.
- Brand Health…………………………………………………………………………………….P.8.
- Brand portfolio………………………………………………………………………………….P.11.
- Market Assessment………………………………………………………………………………P.15.
- Customer Dynamics……………………………………………………………………………..P.22.
Marketing Communications Objectives:
- Corporate/Marketing Objectives…………………………………………………………..P.23.
- Brand Objectives………………………………………………………………………………..P.26.
- Communication Mix Objectives……………………………………………………………P.26.
- Budget Setting Strategy………………………………………………………………………P.29.
- Targeting profiling and positioning strategy………………………………………….P.37.
- Channels and Media……………………………………………………………………….P.48.
- Regulations, Ethics, Controls…………………………………………………………..P.50.
Current Brand Evaluation.
1. MARKET SHARE:
The top four players in hot drinks in Ireland are multinationals Unilever, Nestlé and Kraft and domestic player Barry’s Tea. However, most of these players lost value share in 2010 over the previous year. While the economic downturn can explain much of this, Unilever and Barry’s Tea suffered due to their reliance on declining and increasingly expensive black standard tea, which accounts for the majority of these companies’ sales. Health concerns seem to have been an even greater force in shaping the Irish Tea market. This has driven consumers increasingly towards green teas. In response black tea manufactures moved to promote the Antioxidants in black tea it is failing to fully restore black tea products.
Supermarkets are the dominant distribution channel within hot drinks industry. The majority of consumers buy these products alongside their weekly shopping. Supermarkets further gained share in 2010 due to the channel’s strong focus on price competition and the offer of numerous price promotions. However, consumers became increasingly prepared to shop around in search of the best value, with discount retailers thus seeing the strongest growth in volume sales in 2010 over the previous year.
It is estimated that tea will see strong sales growth for green tea, fruit/herbal tea. However, these growth areas are not yet large enough to compensate for ongoing decline in sales of black standard tea, with overall total volume decline thus being expected. Black standard tea is expected to suffer due to changing consumption patterns, with many seeking to drink more water and less tea during the forecast period. It will also suffer due to elevated prices and strong competition from other beverages.
- In 2008 Mintel estimates the all-Ireland 2008 hot beverage market to be worth €248.3 million.
- The Irish Tea market is worth an estimated €78 million at retail selling price.
- More tea is consumed per capita in Ireland than any other country.
- Irish People average 5 cups per day.
- The market for speciality tea is worth approximately €7.6m a year, and has more than doubled in the last five years.
- Barry’s Tea accounts for 35% of all tea sales in Ireland.
- Barry’s Tea is a major player in the premium sector of the tea market, with Gold Blend as the sector market leader.
- Barry’s Tea currently has 72 employees.
Barry’s class themselves as an everyday tea, often referred known locally as builders tea, an affiliation which the company often moves to dispel. Looking at the figures the Irish tea market has been in decline since 2007. This is in direct correlation with the recession and the collapse of the construction industry. While the Irish tea market will always remain large for cultural reasons, Barry’s felt the impact of the economic downturn more than their competitor’s e.g Lyons. This may in part be due to Lyon’s recent proactive advertising campaigns. However Barry’s have also been actively advertising, however they do not have T.V advertising. While the advertising campaigns have an important factor, the collapse of the construction industry has affected Barry’s more as one of the major customer demographics was in fact those who worked in the construction industry. Camille O’Flanagan of Barry’s Tea confirms, they’re doing well. “The market for everyday tea is healthy, but static, but there is growth in the specialty tea market.” In Germany, 80% of tea sales are in the specialty area, while 20% goes to what is described as the everyday tea. According to Camille O’Flanagan marketing manager of Barry’s Tea the Irish specialty tea market is likely to remain a minority taste, however she does expect growth
2. BRAND HISTORY:
Barry’s enjoys a strong heritage and relationship with the people of cork. Barry’s were proud sponsors of the Cork Hurling and Football team. Barry’s enjoys a strong association with the people of Cork. In the early to mid 90’s Barry’s became a national brand through their advertising campaigns which championed traditional Ireland and strong family values. The notion of travel was a major theme in many of their advertisements. Historically Ireland has suffered from high levels of emigration; therefore the theme of travel resonated. However going forward given the economic recession many Irish people either face emigration or have a family member which has been forced to leave Ireland. This should be considered carefully as continuing to use the theme of travel will definitely provoke strong emotions. This could have a negative result for the brand.
3. BRAND LIFE CYCLE:
Every product or brand has life cycle. It consists of 5 stages. They are product development, introduction to the market, growth of the product, maturity and decline of the product. It is necessary for corporations to adopt different marketing strategies during each stage of the life cycle. The market environment is a vital factor when deciding on any new or existing strategy. Barry’s tea has a rich tradition of more than 100 years and became a national brand in 1980s. Since then it has achieved tremendous success in becoming a household name.
The brand thrives on high quality and customer loyalty. Even though the brand has diversified products from black tea to other types of tea, its chief income is still from the black tea business.
Figure 1: Barry’s tea Brand share
Looking at the available data for tea business in Ireland (Figure 1), we can identify that Barry’s tea is past its maturity stage and slowly marching into the decline stage. The main characteristic of this stage is that sales are declining even though the brand awareness has not diminished. It is important for management to examine the underlying reasons for this trend, and realize a solution to revitalize the brand and product.
The brand health of a company can be determined by 5 things: Leadership, liabilities, attractiveness, distinction and satisfaction. The following will examine how Barry’s Tea is currently performing under each of these categories in order to fully ascertain their current brand health.
Berg, Matthews and O’ Hare describe brand health leadership as “the availability of the brand, its reputation and points of presence. It answers the question: Do consumers see the brand as available to serve them now and in the future?” (O’Hare, 2007). Barry’s Tea is widely available around Ireland where is enjoys a near 40% market share in the Irish Tea market. Barry’s products are available to purchase in numerous locations throughout Europe. It is also widely available on the east coast of America, and Australia. The company has an online store, where their products can be delivered worldwide. Barry’s tea has a strong reputation in Ireland for delivering high quality tea. Irish consumers trust and identify with the brand. Nevertheless with the current economic recession, many consumers may be changing the purchasing habits as the more expensive Barry’s range may have to be sacrificed for cheaper, less well-known brand alternatives.
Liabilities are the negative aspects of the company’s brand health. Berg, Matthews and O’ Hare posits that liabilities can “measure a brand’s vulnerabilities, or negative associations, and consumer reluctance. What is limiting commitment to the brand and repelling consumers?” (O’ Hare, p.63). One of the major concerns with Barry’s Tea Ltd is that it’s leading seller “Barry’s Gold Blend” is a high quality tea. Unfortunately the current economic climate does not bode well for high quality products. Barry’s boast on their website that “Barry’s Tea dominates the premium sector of the tea market, with Gold Blend as the sector market leader.” However the a large amount of the company’s focus is on a high quality premium branding, this could create difficulties in the near future if the Irish economy continues to plumit. Fortunately even though Barry’s tea is priced high in relation to other tea’s, tea is a relatively inexpensive product as opposed to i.e. high quality fresh foods. Therefore many consumers may not see this as an overly expensive luxury item.
The attractiveness of the brand is what juxtaposes the liabilities of the brand. Berg, Matthews and O’ Hare argues that: “attractiveness measures the extent of positive associations with a brand. It asks: Are customers and prospects drawn toward the brand?” (O’ Hare, p.64). It is fair to say that Barry’s Tea Ltd have cultivated a successful brand image. Barry’s tea is a desired brand. As noted previously it holds a 35% market share in the Irish tea market and it is the market leader in high quality, premium tea. Barry’s tea has created a known brand image. It is an extension of Ireland. It is culturally ingrained in consumer psyche to associate Barry’s Tea with Ireland and resonates with the idea of “home”. This marketing manipulation by Barry’s Tea Ltd is arguably the most important element of the company’s attractiveness. Barry’s Tea has positive associations with ‘Brand Ireland’. Something which draws homogenous customers towards the brand, if fostered correctly could bring foreign customers towards the brand.
Distinctiveness of a brand is got to do with its current relevance. Berg, Matthews and O’ Hare hypothesize that “distinctiveness measures the perceived relevance of a brand – does it break the perception of parity in a customer’s mind? Do consumers see the brand to be set apart from competitors?”(O’ Hare, p.63). Barry’s Tea has forged a distinctive niche for itself in the Irish tea market as it markets itself as a premium brand.
The quality of the tea sets it aside from their competition which has allowed it to gain a market share in high quality teas. To measure the current relevance of Barry’s tea in a key demographic which Barry’s Tea has enjoyed victory in the past (18-35 year olds) A study of Barry’s Tea’s social media activities was conducted. A comparison between Barry’s Tea Ltd’s Facebook page and Lyon’s tea’s page showed some interesting results. Discouragingly for Barry’s Tea Ltd it trails Lyons with only 69,000 likes compared to Lyons’ 79,000 likes. In an ever evolving modern society this facet of information would seem to suggest that Barry’s Tea is fading in relevance in the 18-35 year old market compared to its nearest competitor.
Satisfaction is about how the customers perceive the brand. Berg, Matthews and O’ Hare tell us that “Satisfaction is a measure of performance against customer expectations. It answers the question: Are customers satisfied with their experience with the brand?” (O’ Hare, p.65). The main issues surrounding Barry’s tea Ltd has never been with quality or consumer satisfaction. The challenge Barry’s Tea Ltd face is attracting and retaining new customers. The gap is relatively small 3%. Therefore a innovative marketing communication will allow Barry’s to become the market leader.
Barry’s Tea is stated as a « group », with 72 employees, the office is situated in Cork (on Kinsale Road), the business has been in existence for over than 100 years. Its Market share is approximately 30% of the Irish market.
The Graphics portfolio of Barry’s Tea, is mostly around the color red, as we can see the logo is red and white, and on most of the different packaging Barry’s Tea is written in a white color and or red color. The graphics can change depending on the types of tea, e.g. Green, Blue, and Brown for different product with different packaging. E.g.
Barry’s Tea’s primary market is the Republic of Ireland, according to their website; we can find its product in any retail shop in Republic of Ireland. The second Market would be in US, according to their sources, in United States 14 shops sell Barry’s Tea products. The third Market is England with 7 shops selling the group’s products. The market abroad does not represent much comparative to the Irish market, which is their main customer base. To conclude, Barry’s Tea products can be found in about 10 countries, which are Republic of Ireland, United States, England, Canada, Germany, France, Australia, Northern Ireland, Italy, South Korea, and Japan.
According to their website, they sell about 6 different kinds of products; “Main Range”, “Fruit & Herbal”, “Black Specialty”, “Loose Leaf”, “Tea Treats”, and “Vintage Collection”. They contain 20 different Tea, e.g. “Barry’s gold tea”, “Lemon & Ginger”, “South African Rooibos”… And other products, such as, T-shirt, cups, Tin, Alarm clock… which is part of their marketing. The following will outline and explain Barry’s products briefly, according to their website.
The Main range is the largest part of their resources, as we can compare with the iceberg theory 30% of the whole range of products represents 70% of their profits. The main range represents the most popular Teas of Barry’s Tea.
Barry’s Tea Decaffeinated is simply a Tea without the caffeine which is in the usual Teas; it can be used if you want consume Tea before going to sleep, or only in order to relax. This product is useful for those who have caffeine or sleeping related issues.
Barry’s Gold Tea: This is the flagship blend of the brand thanks to its ‘special taste’.
Barry’s classic Tea Blend marketed as the finest Tea, with the highest quality.
Barry’s Original Tea Blend is an uncomplicated, brisk and refreshing flavour that you can enjoy any time.
Barry’s Tea has got 20 different Tea’s, which are divided into 8 different categories; “Gold Blend”, “Classic Blend”, “Original Blend”, “One Cup”, “Decaf”, “Green Tea”, “Fruit Infusions”, and “Herbal infusions”.
This type of Tea is for when you are busy, but you still want a cup of Tea, with no time to relax with some friends, then you just take “One Cup” of Tea.
Green Tea, is as it is said, a natural Tea, it has its own subtle taste, which
“has been blended specially to suit Irish tastes”.
Fruit Infusion doesn’t contain any caffeine, it is made with some fruit tastes, some people would prefer, the fruit taste rather than the traditional blends.
The last type of Tea is the “Herbal Infusion”, which seems to be the new tend,
it is known as refreshing and relaxing type of Tea.
Barry’s tea advertising centers around the traditional values of family, quality and love. It advertising uses the “golden moment” slogans and imagery to evoke emotions relating to origin, e.g. reminding you of home when abroad, or recalling your first meeting with your wife/husband. There advertising offers the idea that drinking a cup of tea will bring you a moment of pure happiness and nostalgia.
Barry’s Tea has joined the group “Love Irish Food”, which was created to support Irish the food and drink industry’s in order to protect and create Irish jobs.
PEST Analysis for Barry’s Tea.
A PEST analysis is an analysis which looks at the Political, Economic, Social and Technological factors at work which will affect the business at hand. In the following We intend to determine how each of these factors will affect Barry’s Tea Ltd.
The political factors which can effect Barry’s Tea are vast.Tax causes the most disruption to their pricing of Barry’s Tea and thus their budget is the Value Added Tax which consumers must pay on top of what the product is initially priced at. This is the proportion of the marked price that does not go to Barry’s Tea but instead goes to the government. A value added tax of 13.5% is added to the initial price of Barry’s Tea which causes a steep rise in prize. The situation could be worse as although all hot drinks are taxed at 13.5% normal beverages are taxed at 21% so in comparison to beverage competitors such as Pepsi Co, and Finches to name two Barry’s Ltd benefit from greater tax relief.
However any such tax must be taken into consideration in all factors of Barry’s future planning as it is a tax which stringently hampers their profits, given the current economic climate the government may see the hot beverages as an area in which to broaden their tax base. Barry’s Ltd should monitor the political situation closely, and continue to lobby for the lower tax rate band. Barry’s Ltd has been given a boost as the Irish government has stood firm on the corporate tax rate of 12.5% despite pressure from the ECB.
The environmental factor which is most influences Barry’s Ltd is the global economic downturn and more locally how that has affected the amount of money the people of Ireland can afford to spend on their day to day essentials. Customers are now more than ever being frugal with their purchases, Barry’s has positioned themselves as a high quality brand so they must be extremely careful in the future to ensure inordinate amounts of money aren’t spent on advertising campaigns etc, as it is a time for companies to tighten their belts. Barry’s does have a loyal fan base though which we estimate will see them through these harsh economic times.
There are numerous social factors which are at work in Ireland today which can impact Barry’s Tea. A shift to health consciousness drinking habits can help Barry’s as they market a higher quality range of Green Teas which would fit in line with the ever growing health obsessed Ireland. Ireland is also an ever growing nation population wise and it is imperative that Barry’s tea continue to bring in the young tea buys.
Lately they have lost market share in this area to Lyons. Actions must be taken to regain this market share as it is the market share that could help them grow in these recessionary times.
Technology is ever evolving, the focus on social media advertising has greatly affected the tea market as Lyons has capitalised on this and has over 10,00 more Facebook followers than Barry’s. Action must be undertaken to close this gap. Also, social media advertising has opened opportunities for businesses like Barry’s to be creative and advertise with little expense to create great rewards. As of yet Barry’s has not taken advantage of this opportunity that is why we are suggesting that Barry’s shift some focus to advertising of this nature in an effort to close the market share gap on competitor Lyons and regain some of the aforementioned demographic.
The objective of a market assessment is to verify the attractiveness of market and to evaluate evolving opportunities and threats as they may occur in relation to the product or firm. David A. Aaker outlined the following dimensions of a market assessment:
- Market size (current and future).
- Market growth rate.
- Market Trends.
- Market profitability.
- Industry cost structure.
- Distribution channels.
- Market trends.
- Key success factors.
- 1. Market Seize:
Market volume is either measured in quantities or qualities. For the purposes of Barry’s Tea we are using qualitative measures which focus on sales figures and turnovers. The Irish tea market is worth an estimated 78 million at retail price per annum. Barry’s has a market share of 40% which is worth 31.2 million in sales for the retailers per annum. The speciality tea market is estimated at 7 million per annum. It is predicted that the Irish Tea market will remain fairly stagnant for the foreseeable future possibly suffering a slight decline.
- 2. Market Trends:
Currently coffee sale’s are on the increase. The penetration of premium coffee’s into Ireland in the last ten years has had a large impact on the hot beverages market in Ireland. Black Coffee is a direct competitor to the tea market. It is estimated that tea will see strong sales growth for green teas. Unfortunately, these speciality growth areas are not yet large enough to compensate for the current decline in black tea sales. Therefore the overall volume of tea consumed and purchased is expected to be in decline.
- 3. Market growth rate:
The speciality Tea market is a growth area in the Irish Tea market. It is currently worth an estimated 7.6 million per annum. In order to properly predict the growth rate in the Irish Tea market it is necessary to study market drivers. Exploring drivers are a better method than historical indicators. The key drivers in the Irish tea market are:
- A. Health concerns:
As people are becoming increasingly aware of the importance of diet and exercise in order to remain healthy, the green tea market will grow because of the perceived health benefits. All of our research indicates that the alternative tea market will continue to grow.
- B. Economic recession:
The current economic recession means that people are changing their purchasing patterns. As Barry’s is a premium brand with a premium price, it may be necessary to offer promotions and price incentives to retain and encourage new and existing customers.
The current rate of unemployment in Ireland stands at 14.2%. Much of Ireland’s tea consumption happens in the work place. There is a direct correlation between Barry’s Tea sales and the economic downturn. The collapse in areas such as the construction sector caused a decline in the Irish Tea markets seize.
- 4. Market opportunity:
There is an opportunity in the specialty Tea market.
There is a Gap in the Market for a Green tea with a traditional strong brand such as Lyons or Barry’s Tea to promote in order to dominate the growing green tea market. Advertising is necessary to push the current product.
5. Distribution channels:
The only existing distribution channels are through retail outlets and the online store. Barry’s Tea is primarily a B2B business as the online store only makes up a very small percentage of sales. Barry’s sell to wholesalers such as the Musgrave’s group. As a result of the economic downturn discount retailers such as Lidl and Aldi are experiencing large growth. Currently Barry’s is unavailable through these discount retailers as Barry’s is a premium brand may not fit the discount retailer’s pathos. However many of these retailers may consider stocking the larger 200 tea bag boxes only, as shown below.
As Barry’s is a well trusted and equitable established brand it is able to command power in the Channel power structure. In the case of any new competitor in to the Irish tea market, retailers would have a strong negotiating power over manufacturers and therefore attempt to capture more of a margin.
6. Success factors:
Key success factors are elements that are necessary in order for the firm to achieve its marketing objectives. On our research we have identified the following success factors for Barry’s Tea.
- Access to essential high quality resources.
- Ability to achieve a relatively large economy of scale.
- Access to distribution channels.
- Trusted & traditional brand.
Customer dynamics refers to the on-going exchanging of information between customers and businesses. This information can be shared over numerous different mediums, such a social media, television, radio etc. I will now analyse as to what extent the customer dynamics are affecting Barry’s tea as a brand and determine what actions Barry’s are doing to affect their customer dynamics.
- A. Television.
Barry’s Tea ran numerous television ads in the late 90’s. All of which were designed to instil a familiar message of home in the respondents psyche. One of these ads featured a group of young girls travelling abroad, moving out from their respective family homes for the first time. The crux of the ad centres around one of the girls’ mother making sure they had Barry’s tea to drink when they reached their destination. This ad is a typical Barry’s Tea ad and it is used to forge a strong sense of ‘home’ and ‘family’ between the consumer and the brand. Barry’s Tea play on these emotions on their T.V ads to reinforce their innate belief that Barry’s is extremely Irish.
- B. Internet.
Currently Barry’s have already launched a golden moments campaign on their home website which asks customers to share with Barry’s their golden moments from when they are having the perfect cup of Barry’s tea. Their aim is to foster the feeling of ‘home’ that Barry’s are so keen to have indoctrinated into their customers’.
The ‘golden moments’ campaign is designed to communicate that Barry’s Tea is a high quality product. The internet campaign is inventive and interactive as it does play on the customer dynamics already at work from the television advertisements.
- C. Summary.
Overall by viewing Barry’s Tea’s customer dynamics we can see that they have built up quite a strong relationship with their customer base. This relationship is built on the backbone of ’home’ and ‘family’. As we move further into the 21st century Barry’s must undertake actions to ensure that they can capitalise on these dynamics even further. The traditional image of the family is changing in Ireland, i.e new legislation with regards to same sex marriages. Social media will be a central tool to entice younger generations to identify with the brand. Barry’s can no longer be restrained by traditional Irish sentimental values.
MARKET COMMUNICATION OBJECTIVES..
Essentially corporate objectives define the organizations business objectives e.g sales, growth, market share, etc. Corporate objectives are set by high level management. While the corporate objects outline the organizations goals it is the business strategy which outlines the means to achieve these objects.
The SMARTE criteria is an effective framework to assess the core objectives.:
S – Specific.
Barry’s is a national tea manufacture. The specific objective is to increase market share by 10%.
M – Measurable.
This would mean an additional 7.8 million per annum in sales revenue. This would represent a significant ROI in relation to our investment in the suggested marketing plan.
A – Agreed.
Marketing needs to become a strategic partner in the organizations business strategy.
R – Realistic.
Barry’s is the secondary brand in the Irish tea market; it trails Lyons by around 3-6% in market share. If Barry’s Ltd can;
- Gain a foothold in the green tea market, 3-5%
- Recuperate the 4-7% market share that is has lost in the black tea market since it’s decline in 2007.
T- Time specific.
The campaign will be run from March-October. In November the more traditional Christmas marketing campaign will be instigated (November-January).When the goal evaluation of the March-October campaign will be assessed, as sales figures will then be available.
Every marketing communication should be assessed and re-assessed using one or more frameworks. For the purposes of this marketing Communication Barry’s will use e.g statistical method and the interactive method.
Barry’s tea has laid out its objectives as follows.
- To become the No. 1 tea brand in Ireland by 2015
Company aims to achieve this by growing sales 3-5% percent this year. In order to achieve sales growth, new product development and marketing communication strategies are being planned. Intend to double revenue growth from herbal and green tea sector within 12 months.
- Establish itself as an Irish alternative tea brand. Currently brands such as Twinning’s and Tetley’s are the market leaders in the alternative tea market. Barry’s aims to achieve market share in this segment as Barry’s is a well recognized Irish company. This will be Barry’s USP in the alternative tea market.
Barry’s Tea has a strong Irish traditional brand. Much of their ad campaigns have cantered around core values such as relationships and family values. The new marketing campaign has the following Brand objectives.
- Target demographic is 18-35 year old (especially males).
- Increase the target audience’s brand awareness.
- Give the brand a cool and edgy feel, while maintaining tradition.
- Build on previous “golden moments campaigns.”
- To enhance the target audiences attitudes toward the brand.
- To shift their preferences from the competitors’ brand.
- Directly combat Lyon’s tea’s current humorous campaigns.
COMMUNICATION MIX OBJECTIVES:
The communications mix objectives should not only collude to get customers to buy the product, they should also help foster awareness for the brand. The communications mix objectives we hope achieve are outlined under the following
- A. Advertising:
Our paid advertising of Barry’s Tea would consist of the well-known characters from the hit T.V series Father Ted. We aim to target the 18-35 age demographic that Barry’s has lost in recent years. We will strategically place our billboards near supermarkets to maximise the chances of customers buying our brand after first viewing of the ad. Each board will contain one of several different QR codes.
Our T.V advertising will be strategically timed to hit out target demographic, while also covering the summer months when Tea consumption drops in comparison with winter.
- B. Public Relations:
To foster good public relations between us and our customers we would make set up competitions on our social media platforms (Facebook and Twitter) which would allow customers to write in to us, telling us about their stories which revolve around tea. We will select a winner each day. We believe this would do well for public relations as customers can interact with the brand while non customers could see current users partaking in brand loyalty and being rewarded with prizes for doing so. It would also continue to reinforce the Barry’s brand identity as a high quality tea seller as the stories would revolve around the quality of the tea itself. It will increase our popularity on social media platforms. Barry’s currently languishes 10,000 fans behind Lyons Tea on Facebook with only 69,000 fans. The competition is named “Bring Barry Home.” A winner will be chosen each day for the best post. The daily winner will get a Barry’s tea hamper sent to them anywhere in the world. Each month a winner will be selected and asked to make a short video about their exploits abroad. The twelve videos will be up on out site and the video with the most likes will be announced the winner in December. The winner will be flown home to be with his/her family for Christmas.
- C. Guerrilla Marketing:
With St. Patrick’s Day approaching it was decided to use guerrilla marketing campaign. We intend to enter a giant milk float into all the major parades, (Dublin, Cork, Galway, Limrick & Belfast).
The floats will be containing promotional staff costumed as priests handing out free cup’s of Barry’s Tea and coupons. The tea float idea stems from the famous scene in father ted where one of the main characters is driving a milk float. We believe that such an idea would capture the imagination of many people around Ireland. Barry’s like to associate themselves deeply with Irish culture and what better way to do so than being a part of the celebrations on the most Irish day of the year. It would also target the family market in a fun and interactive way. While Ireland turns green for Paddy’s day so does Barry’s as it is the perfect opportunity to push our green tea products.
- D. Viral Marketing:
We plan to use a flash mob in a busy Dublin Lingerie department, our actors will be dressed as priests scuppering suspiciously around the store. We intend to re-create the scene from the series. In doing so we would hope to gain substantial media attention. We hope that we could use our social media platforms to make the video go viral. The video will be shot using CCTV camera style footage, a number of press releases will be organised to help create a buzz. This video will later be used in conjunction with our Billboard campaign.
- E. Summary:
We believe that these communications mix objectives are extremely viable and would collude to not only raise awareness of the brand but also to get customers who are not buying the product to purchase the product. It is our belief that this communications mix would close the gap with the market leader Lyons and position Barry’s as a market leader in the black tea market, while creating a strong foothold in the green/herbal tea market.
BUDGET SETTING STRATEGY:
We contacted the relevant parties with regards to pricing the campaign. As Barry’s is a national brand and has used extensive T.V and static media in the past, it is reasonable to pitch this campaign. Unfortunately it proved impossible to get the exact prices of advertising as the relative parties were not forth coming. An effort was made to contact them on several occasions via email and telephone. The information furnished here is from a reputable website, however it is a rather broad outline as we feel we could bargain if actually instigating the plan.
We have decided that Barry’s Ltd will use EL 6 Sheets and 2 Sheet Specials to promote their association with the Father Ted brand. These will be located in Dublin, Cork, Limerick and Galway. On the motorway signage we intend to use the simple but effective specials which will see halo’s made from steel attached to the board. The Hallow lights will be fitted with powerful white/gold LED lighting to simulate the effect of a halo. They will be located in Dublin, Cork, Limerick and Galway.
We estimate the budget will be set as:
|Outdoor Signage total Costs.||€105,368|
|Viral Video total||3,500|
|St Patrick’s Day||75,500|
|Bring Barry Home Competition||€10,000|
|T.V Advertising Add production||€2050,000|
|Trade Marks & Logo’s||€25,000|
The current Irish Tea Market is worth approximately 78 million. We are aiming to increase Barry’s LTD market share by 10%. This would result in an increase of just under Eight Million per annum (€7,800,000). We feel an investment of €500,000 is a relatively investment in relation to our target. Even a 1% increase in sales over a one year period would cover the cost of the campaign with €380,000 increase in revenue.
We intend to take a five city premium package. This will cover Cork, Galway, Limerick, Waterford & Dublin. The following graphs are an estimate of the costs incurred for each intended package.
|Five City Premium 1|
|No. of sites||Posted|
As Lyons is the market share leader and many of its core customer base is in Dublin we felt it necessary to promote Barry’s in the heart of the Lyons tea’s core customer base in the hope of converting new customers.
|Dublin Premium 2|
|No. of sites||Posted|
As many people do their shopping on the way home from work we thought it wise to place some outdoor advertising on the major routes. These will be lit up at night via the halo’s which are steel Led lights and project out from the signage which should make the sign visible at night but also draw attention to the product/QR code or the image itself.
|National Routes 1|
|No. of sites||Posted|
Approximate prices for RTE.
As we are primarily aiming at the 15-34 year old market we deem it prudent to be strategic with our advertising times. From our survey’s we can see that the bulk of tea consumed happens in the evening time after 6pm. We have set aside 250,000 in our budget for T.V advertising. There are approx 587,000 males between 15-34 in Ireland which are available to watch TV at any given time in Ireland for Jan-Apr 2012.
Total available male viewers in Ireland.
|Total Maximum Cost per month|
Total projected maximum cost using only current figures available.
This figure is the maximum cost and we feel that the pricing would come in a little under €185,000 on negotiation and considering that RTE offers promotional prices and discounts for those who film the add with them initially, this would leave us with a little over 60,000 to film the Add itself.
Factors which influence budget setting:
- The specific marketing objectives to be accomplished:
- Assess communication functions necessary to achieve the marketing objectives:
- Determine advertising’s role in the total communication mix:
- Establish specific measurable communication response level goals required to achieve marketing objectives:
- Establish the budget based on estimates of expenditures required to accomplish the advertising goals:
TARGETING PROFILING AND POSITIONING STRATEGY:
Identification of competitors:
Lyon’s Tea is Barry’s major competitor. Lyon’s Tea holds the majority market share of the Irish black Tea market with 42.5%. Lyon’s has recently initiated a marketing campaign aiming at different market segments, within the framework of “All Talk”. Lyons has segmented their market into:
- Sporty consumers. http://www.youtube.com/watch?v=Ydk6KKKm4nc
- Male 18-50 year olds. http://www.youtube.com/watch?v=ESuHkSOhmas
- Female. http://www.youtube.com/watch?v=IpQKZPY4Pdk
- Family. http://www.youtube.com/watch?v=uWt1Ng4fG5o
We have decided to use Billboard outlets. Several ideas were discussed and suggested. The images below are those which we considered but decided against for various different reasons. Please take into account the lack and training in image manipulation. These are samples.
While this image may be striking it has obvious negative and controversial connotations. Such an image may be insulting and indeed damage the brand. However it is topical and sends a clear message. The current media claims that Ireland is being ruled by Germany due to economic issues. The Pun on “Buy” as opposed to “By” coupled with the German innuendoes delivers this topical Buy Irish message.
Again this image is eye capturing and Humorous, it may be insulting and bring the brand into disrepute. On testing people liked the idea of using well known scenes from the show to promote the brand. This message is also informative as it relates to the quality of the raw materials used in the product. This image actually tested well, however we feel that it would undoubtedly provoke too much controversy, and may insult are core traditional users.
The following images tested well. They were seen as “entertaining” “humours.” We choose these as they were un-controversial. Ardle O Hanlon is still a well known figure and continues to do shows in Ireland and the UK.
Using one of the show’s well known catch phrases in a humorous manner, means that customers will remember the add. Again this was chosen as it was relatively un-controversial. The image is strong and the use of negative space draws attention to our images. Ardle o Hanlon eye’s are looking directly at the box of Barry’s tea and we feel the passerby would be drawn in to see what is Dougal looking at. Important to note that all the boxes can/will be interchanged to promote different products in the Barry’s Tea range. These will be interchanged in relation to location. E.G in Cork Barry’s is the market leader, therefore the green/herbal tea’s will be used in the Cork area.
Using a question to attract the attention of the passerby is a commonly used practice. Again the use of negative space is effective. This add is less functional then some of the other samples, however it was felt that it was still highly effective in promoting the brand.
This board tested extremely well. It is comical image, with the advantage of using the already well established “golden moments” tag line. Obviously the image quality would be far better with proper access to paid images and Photoshop.
Jack is one of the most popular characters of the hit T.V show. His catch phrases are widely recognised. This bard contains references to our social media campaign. The use of the strong red colour has always been associated with Barry’s.
This tested well, through our research we found that this was one of the most memorable catch phrases from the hit T.V show.
Ms Doyle is inextricably linked with Tea. This particular catch phrase is very famous and relates to our product. The message is clear and concise. Ms Doyle is a character that all elements of society can relate to as every family has a “Ms Doyle.” We also felt that store owners would have no issue with using this image at possible POS (Point Of Sale) or indeed at strategic locations around their stores.
T.V Advertisement Story Boards:
The advertisement begins with a close up of the Barry’s Gold Blend Tea ‘tap’ pouring tea into a mug. The second slide is a panned out shot of the bar showing the different types of tea on offer.
Our original plan was for three male customers between 18 and 35 years old to enter the bar and order cups of tea in Irish, Polish and French. And then for a leprechaun to burst in the entrance of the pub and ask for a cup too, just for fun!
CHANNELS AND MEDIA:
Marketing is changing. We no longer watch T.V in the same manner as before. As our target market is 18-35 year olds the use of social media and new technologies such as QR codes are current. This is relatively in expensive in comparison with the more traditional T.V advertising. We aim to foster an emotional and interactive relationship with our customers. As it is a national product it has been decided that we shall locate the signage in all major cities. Each Billboard will contain a unique QR code which will bring users to different sites, some are funny videos, others are clips from the show and some will lead consumers onto the online store. The aim of this is to get people to scan the boards out of curiosity as their will be no direct pattern. We have decided to invest in Television advertising however it was decided to keep that expenditure to a minimum as we feel it will become less important with the introduction of live streaming technologies.
Sites which the QR codes will bring our users to:
- Online Shop.
- Priests in the Lingerie Dept. (Tbs)
- St Patrick’s Day videos. (Tbs)
- Videos from abroad (real customers saying why they should win the “bring Barry home” competition). (Tbs)
REGULATION, ETHICS, CONTROLS:
As we are advertising in Ireland any campaign will be subject to the advertising standards authority. Unlike alcohol, gambling or tobacco we do not face the same level of stringent rules. Our product is aimed primarily at adults so ethics surrounding advertising to children or other vulnerable people will not be an issue. Our main issue will be with regards to copyright, we will need to secure the rights to use the Father Ted image and logo rights.
It is necessary to monitor and react as necessary to any marketing communication undertaken. Our aim is it increases our market share on two fronts:
- We aim to become the market leader in the Irish black tea market.
- We aim to increase market share in the speciality Tea Market.
- We aim to take become the market leader in the speciality tea market.
- We aim to increase our social media interactions.
We will use Google analytics to measure our social media interactions. This is extremely accurate and useful tool. The same metrics can be used to calculate the number of website hits, driven via social media or through the QR codes on the billboards. In order to gauge other corporate objectives it is necessary to use other methods of goal evaluation;
The interactive approach:
This approach seeks evaluation from an extremely wide range of people. We intend to re-run focus groups and record comments made on our social media sites. Comments concerning Barry’s product range will be or particular interest. This information will be collated and analyzed on a data base for future campaigns. This interactive approach will help to avoid placing unnecessary limitations upon the brand.
Using monthly sales figures from the last three years and comparing them to this year, is a good indicator on the brand. However one must be prepared to make allowances for any external changes which may adversely affect consumer buying patterns. For example a competitor may introduce a new product and or marketing campaign, a very hot summer will have a negative impact on sales, further economic difficulty etc.
Research has shown us that Barry’s is currently behind Lyon’s in the domestic tea market with a market share of 35% in comparison to the 43% that Lyon’s has.
It is our intention to reverse this market share through an effective Marketing Communications strategy that will have a large reach amount through media such as outdoor, broadcast, online and viral/guerrilla marketing. Viral and guerrilla marketing are essential to reaching out intended target market of 18-35 year old males as they are the target market most involved and exposed to viral marketing through media such as YouTube etc.
Our research has also shown us that our main target market of 18-35 year old males have more of a propensity to purchase their tea based on it’s price rather than the standard of it’s quality, something that Barry’s Tea prides itself on. Obviously, the current economic climate is a major factor in this consumer decision. Our ‘Father Ted’ centred marketing campaign will be very evocative and stimulating towards males in this age bracket and we are confident that it will be of benefit towards our marketing campaign as a whole.
Through effective and ‘edgy’ marketing strategies we believe that the target demographic of 18-35 year old males will decide to choose Barry’s Tea products over those of their competitors. The long-term effects of this change in brand loyalty will hopefully be seen in the 18-35 year old male target market becoming loyal lifetime customers to the Barry’s brand, thus increasing the Barry’s Tea market share and making it the market leader in Ireland over Lyon’s.
Share of Voice:
The share of voice calculations enables Barry’s Ltd to understand how we are communicating with our customers and potential customers.
This tool allows us to approximate the true value of our brand. The share of voice is calculated by dividing the advertising weight of our company against the overall market/segment weight. In general the SOV means how much of the market segment values the brand at a particular juncture. Using the youtube statistics from the current Barry’s addvertisment and comparing them with Lyons Tea we were able to identify that the Lyons Tea advertisements got far more likes and internet traffic on their videos. Using Social mention we were able to approximate the number of searches/interactions which mentioned our brand with relation to the Tea industry.
As we can see, a significant amount of our target segment actively watched and searched for the Lyons Tea advertisement, and they have attained over 30,000 more likes than Barry’s advertisement. While Barry’s still communicates with the ”older generation” , the “younger ” market identify more clearly with the Lyons tea advertisements.
According to “Google Insight” The people of Cork are more likely to look up ea than the people of Dublin. However the second chart shows, that when people are searching for teas online, are more likly to look for Lyons Tea. According to the last chart, we know that Barry’s Tea seems to be in the new trends (100%), following by Lyons Tea (80%).
It is a tool that will let us know, what of all these Irish Tea brands has been mentioned the most online. This can be very useful to understand if the communication of our brand is important (wide) or not comparing to others.
Barry’s Tea Lyons Tea Bewley’s
Barry’s Tea Lyons Tea Bewley’s
|Social Media Share of Voice and Sentiment Report|
|Date Compiled: since 1 month ago.|
|Organization||Positive Mentions||Neutral Mentions||Negative Mentions||Total Mentions|
|Share of Voice (positive/neutral only)||Average Sentiment|
|Organization||Share %||Organization||Share %|
The above data confirm what we have learned before; we feel that if we were to implement the proposed marketing campaign that we would achieve a far greater share of voice than that of our closest competitors Lyons Tea. Using the available date we estimate that we could greatly increase our SOV.
Berg J, Matthews J, O’ Hare C. 2007, “Measuring Brand Health to Improve Top-Line Growth.
Sloan, MIT Sloan: Management Review, “Media advertising & planning” Date accessed (10/2/12). http://sloanreview.mit.edu/.
Julie Dexter Berg, John M. Matthews and Constance M. O’ Hare, “Measuring Brand Health” MIT Sloan Management Review, 2007. Date accessed:
Michael & Timothy Murphy, “Hot Drinks in Ireland,” Cork, 2001, Date Accessed: 13/2/12
A Collins, The Tea Market-A background study,”2002, Date Accessed: 13/2/12,
David Robbins, Good news for Mrs Doyle -tea looks like being the new coffee, The Independent,2010, Date Accessed: 13/2/12, http://www.independent.ie/lifestyle/food-drink/good-news-for-mrs-doyle-tea-looks-like-being-the-new-coffee-2024417.html.
Doyle, Building up steam, Shelflife.ie, 2009, Date Accessed: 16/2/12, http://www.shelflife.ie/article.aspx?id=855.
A Little bit of history.
Our company was founded in 1901 by James J. Barry, grandfather of our Chairman, Peter Barry. From the beginning, quality was at the heart of our business. In fact in 1934, Anthony Barry was awarded the Empire Cup for tea blending. Our quality philosophy endures to this very day. It’s something we will never ever compromise on. The other thing that’s close to our heart is where we come from. We’ve always believed in maintaining strong links with our community, and every year we support many cultural, educational and community projects. Until the 1960s, our teas were sourced mostly from India and Sri Lanka and were sold mainly from our Cork City shop in Prince’s Street. But when our blends kept growing in popularity, we decided to widen the wholesaling and distribution of the brand. So we began selling our tea to other shops in Cork City Centre, expanding into the suburbs, then out to the rest of the country.
At the same time, Barry’s Tea tasters began to sample exciting new teas coming from East Africa. There was an incredible reaction to these new blends, and they became something of a Barry’s signature. It became apparent that the qualities of freshness, flavour and that distinctive golden colour were very much unique to Barry’s Tea. Simply by word of mouth, the reputation of Barry’s Tea continued to grow and by the mid-1980s it had become a much loved national brand, a fact which makes us incredibly proud. At Barry’s Tea, we’ve always listened to the needs of our tea drinkers. So as health became more of a priority for you we introduced a new range of Herbal and Green Teas. This range has evolved over time to include a full herbal, fruit and green tea collection, called Barry’s Specialty Teas. They’re infused with all things healthy and nice, and we hope you love them as much as we do.
With wholesaling having been a major success, Barry’s Tea moved once again to the Kinsale Road. During this time period, Barry’s Tea became national brand and was marketed on TV, Radio & Press. “Everyday should have its Golden Moments”, became the slogan synonymous with the brand.
A focus group of our target age was conducted in the UCC library. We had approx nine people show up for the group. Considering lack of reward incentives this was a good turnout. The key quotes that were raised in the group;
- “Tea’s isn’t like coffee there is not as many different types of tea when you go the shop ”.
- “I think tea tastes the same depends who makes it”
- When I come home, I be dying for a cup.”
- “Always have a snack with it I don’t drink it on it’s own”.
- I’d drink tea in the evenings watching tele.”
When asked the talk about their favourite Irish T.V shows, the following were mentioned. In no particular order;
- Fair City.
- Don’t feed the Gondolas.
- Podge & Rodge
- The Late Late show
- Vincent Browne
- Father Ted.
- The Apprentice.
Legacy of Father Ted:
Father Ted has attracted a rather large cult following. Ted Fest, a Father Ted fan convention, has been held annually since 2007 after the show achieved a cult following. The islands off the west coast of Ireland host a three-day Friends of Ted Festival. As of January 2011, the show is being repeated on More4 and RTÉ Two. As of February 2012, series one and two and the Christmas Special are available on 4oD. In popular culture many references are still made to the hit T.V series. Also themed father ted table quizzes happen around the country.
1. When was the last time you had some tea (iced or hot)?
Once or twice a month.
Once or twice a week.
Once a day.
More than once a day.
I don’t drink tea.
2. What’s your favourite type of tea?
Herbal Tea (decaf)
I don’t know which type of tea I drink.
3. How important are Fair Trade standards to you in regards to tea?
Not too important
I don’t care
4. Where do you buy most of your tea?
Natural food stores
5. Why do you drink tea?
Better than Coffee
- 6. When do you consume the most number of hot drinks?
In The Car.
- 7. Select which is most applicable to you;
I only drink Coffee.
I only drink Tea.
I drink both tea and coffee.
I mostly drink Tea.
I mostly drink coffee.
I drink neither.
- 8. Please name as many brands of coffee that you can think of.
- 1. _________________
- 2. _________________
- 3. _________________
- 4. _________________
- 5. _________________
- 6. _________________
- 7. _________________
- 8. _________________
- 9. _________________
- 10. _________________
- 11. Can you name any well known personalities which relate to tea?
- 1. ________________
- 2. _______________
- 3. _______________
- 12. What age category do you fall into?
- 13. How many people are in your household?
- 14. If more than one, who does the shopping in your household?
- 15. When I buy products, I look for:
Thank you for completing this survey.
As in the figures above we had several different images to choose from so we decided it was necessary to pilot them via a test screening. Candidates were chosen on our target demographic, however we also used loyal and current Baarry’s tea drinkers. This was important as Barry’s is a traditional brand, with a core customer base. Any marketing communication done for Barry’s needs to be cautious, as not to alienate current customers. Candidates were supplied with comment cards and shown each image slide by Slide. At the end of the slide show a brief discussion was had with regards to the images.