Discuss the Media Strategy and the various media tools that you would use for Mr. Saxena's dream project of the ready-to-drink/consume iced tea. Give validation to your answer.?
Mr. Saxena an NRI from United Kingdom had come to India for a vacation and observed that for people in India, consuming Tea is a must every single day. However, he found it very surprising that despite Indian climate being hot for more months in a year, no marketer in India was marketing ready-to-drink/consume iced tea in PET bottles. In a country where tea is so popular, why wasn't any Company trying to market ready-to drink/consume iced tea. There were other beverages like aerated soft drinks that were being sold but not iced tea which was very surprising to him. In 2018, a major study conducted across 20 countries found that the popularity of ready-to-drink/consume iced tea was steadily growing. The market for ready-to-drink/consume iced tea was expected to grow further across many countries including India. Mr. Saxena sensed a big opportunity in this virgin market where tea was so popular and which was yet to be explored and exploited by big marketers for ready-to-drink/consume iced tea. He initiated and conducted a feasibility survey for ready-to drink/consume tea in India. He decided to enter in the business of manufacturing and marketing ready-to drink/consume iced tea and prepared a strategy plan for marketing the product. But he was in a dilemma regarding the promotion of the product. He didn't have huge budgets to promote his new ready-to drink/consume iced tea. Hence he wanted to promote his product using Integrated Marketing Communications. Mr. Saxena has appointed you as Integrated Marketing Communications consultant and tells you 'You do whatever is required but I want you to make sure that this project a sure success.
Questions
Q1. Discuss the creative strategy for the ready-to-drink/consume iced tea. What is a name for the ready-to drink/consume iced tea.
Q2. Discuss the Media Strategy and the various media tools that you would use for Mr. Saxena's dream project of the ready-to-drink/consume iced tea. Give validation to your answer.?
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