Tata Tea's rebranding lure & why it won't work
Tata Tea's re-branding campaign to woo back youngsters into the 'tea fold' is misplaced. Simply because their premise is based on the belief that youngsters have abandoned tea for coffee.
Not so. Take a look at any Cafe Coffee Day outlet around you and you would find that the kids who frequent the outlet don't do so just for the coffee, in fact coffee is just incidental. They come in for the 'bonding' or in other words, 'to socialise'. And they find that drinking a cup of cappuccino with all the 'style' that goes with the act is quite appealing, while in the process of bonding.
Creating a social responsibility oriented website or using Sania Mirza will do nothing to get the 'tea lure' going. To get the kids back, make tea a 'fashion indulgence' for kids who wanna bond on a settee.
Pic : www.cosmosmagazine.com