Advertising and Promotion Essay

2833 Words Dec 5th, 2012 12 Pages
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


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
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IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.

With the Tea Embassy being a small business yet it managed to capture the attention of consumers all over the world, it uses several forms of integrated marketing communication tools.
Mentioned in their vision, are the targeted audience i.e. “young and old, male and female, black and white, citizen and foreigner”.

The Various tools that Tea Embassy uses are:


a) Personal Selling: a seller’s attempt to assist or/and persuade perspective buyers to make a purchase or act to idea.

b) Word-of-mouth: is an unpaid form of promotion—oral or written—in which satisfied customers tell other people how much they like a business, product, service, or event.

c) Internet marketing: the marketing (generally promotion) of products or services over the Internet.

d) Sales Promotions: marketing activities that provide extra value or incentive to the sales force, the distributors or the ultimate consumer.

e) Events or/and Sponsorships: the company engages in providing services or hosting in the form of events or sponsorships.

Tea Embassy and These Tools

As mentioned in the previous section, the Tea Embassy relies on personal selling, word-of-mouth, internet marketing, sales promotions, and events. The

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