Table of Content

Introduction 3

Integrated Marketing Communication 4
Tea Embassy & these tools 5
Marketing Mix 7
Analysis of Tea Embassy’s IMC 9

Tea Embassy and Advertising 10
Advertising Campaigns 11
Tea Ambassadors 11
Tea Categories and Advertisng 12

Analysis of the Advertising Used 14
Tea Ambassadors 14
Tea Categories 14

Recommendations 15

References 16

Introduction

Tea Embassy is a US - based family owned business that brings the best tea from all around the world with over 200 premium, specialty, and loose leaf teas falling into 7 categories: black tea, green tea, Oolong Tea, White Tea, Rooibos Tea, Pu-erh Tea and Herbal Tisane. The business also includes supportive tea related products from tea ware to tea gifts and books.

With one store in the US, and an online website that enables purchases from all around the country, the Tea Embassy has managed to create itself as a very successful and attractive business. With such large variety of a FMCG (tea choices), it may result in consumer confusion, or cautious due to lack of knowledge or price sensitive. However, the Tea Embassy overcome this by standing out and offering a pleasant buying experience, facilitate exploration to make consumers make the right decision and that their loyalty goes beyond price.

A vision where young and old, male and female, black and white, citizen and foreigner all come together around tea. “Tea offers thousands of varieties and all comes from one plant. Tea calms the soul and lifts the spirit.”

With their values identified to the consumers, and their way of commitment and giving back to the community through donations and fundraisers; it speaks out the brand personality and how they are in consistence with it in every action.

Integrated Marketing Communication

Integrated