Tetley | Company Profile, Marketing Contacts, Media Spend, Brands
Tetley is a wholly owned subsidiary of Tata Global Beverages, one of the worlds largest manufacturers and distributors of tea. Tetley has manufacturing and distribution operations globally and sells various types of tea bags.
|Main Telephone||020 8338 4000|
|Main Fax||020 8338 4532|
Tetley ContactsContacts (5/6)
|Nigel H.||Regional President - EMEA||London|
Sample of Associated Brands
|Susheel N.||Group Chief Information Officer||London|
|Peter D.||Customer & Shopper Marketing Director||London|
|Ray D.||Vice President, Strategy & Planning||London|
|Kate D.||Brand Manager||London|
|Good Earth Tea||*|
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Digital, Social Opps: A look into Tetley's 2016 marketing plans
Subject: TV, In-Store, Digital, Social, Millennials, Mobile.
Company: Tetley is a wholly owned subsidiary of Tata Global Beverages, one of the world’s largest manufacturers and distributors of tea.
Opportunity: As the tea market is expected to return to growth within 10 years, Tetley is getting a head start with an upcoming marketing campaign (details below). Keep in mind that the brand has historically launched early summer campaigns, with higher spending periods typically taking place in Q2 and Q3 of the calendar year. Last year, the company started advertising health-related benefits of green tea and launched Tetley Super Fruits.
Tata Global Beverages has a fiscal year ending in April, so reach out now for last minute planning details going into play for fiscal 2017. The company ended fiscal year 2015 with a 9.1% decline year-on-year in sales, but profit has increased £1.1m over the year before. At the time, the company realised it relied too much on black tea, which has experienced a slow decline in the UK. Tata planned on promoting other categories, such as green tea.
Marketing Strategy: Tetley just invested £10m in a marketing campaign to change shoppers’ attitudes towards tea in 2016.
There will be a TV campaign airing on 08 Jan – March (and then again in April) featuring the company’s new positioning “It Starts With Tea.” This will be supported by print, digital, social media, in store and in-depot activity. PR activity includes a partnership with NatCen Social Research, which provided insight into Brits’ attitudes towards tea.
Tetley also hopes to become the number 1 tea brand on social media this year, which extra efforts to reach a younger audience via social and mobile. They’ll use mobile apps to attract consumers in-store with rewards. Tetley banner campaign ran across The Daily Mail; Women's Health; Easy Living; Marie Claire, MSN and Weight Watchers.
Digital: Last year, Tetley ran a total of 18 standard, two high impact and two video ads, according to Moat UK. Of the display ads run, 50% were done so publisher-direct and most of this took place in January. There was a total of 32 destinations with top ones including purewow.com, yelp.co.uk, dailymail.co.uk, allrecipes.co.uk and healthguru.com.
Media Spend: In 2014, Tetley spent £4.9m in total measured media, up nearly 30% from 2013, according to Nielsen. Last year’s first half saw nearly £2m going towards TV and press.
Agency Roster:late 2014 as its digital agency to help with its website, brand awareness and audience outreach. Edelman handles PR.
325 Oldfield Lane, North Greenford, London UB6 0AZ, 020 8338 4000
Mr. Andrew Pearl
Director of Shopper & Customer Marketing
Ms. Amy Holdsworth
Marketing Director – UK & Ireland
Mr. Clive Rowlandson
Marketing & Innovation Director – EMEA
Ms. Dorothy Sieber
Director, Marketing – EMEA