Sweet Leaf Tea Case
Sweet leaf tea is ready to drink iced tea. The founders of it are Clayton Christopher and David Smith. They loved their grandma’s recipe and thought that there was no availability of such product in the market that tastes as good as their grandma’s sweet tea (using tea leaves, ice cubes, and sugarcane juice) so the two came up with the idea of establishing a tea business. Moreover, there was a shift in consumers’ preferences from carbonated drinks to healthier drinks and they thought that sweet iced tea business was a good option to go with. Whole Foods (WF) gave the product its first shelf display.
Since it was a start-up they both were exploring ways to make huge followers in the market without spending sums of money. …show more content…
For instance, SLT was one of the first companies to give real samples using Gowalla (a location game which encouraged people to find a virtual item in a real-world place) (Argenti p.71).
However, the weaknesses of SLT’s corporate culture could be that the ready to drink tea could have received its huge success in the initial days if the company could have adopted traditional ways of advertising and marketing its products. They could have done corporate advertising by creating awareness about its product as well as by mentioning the health benefits of the sweet iced tea from grandma’s kitchen. Building media relations would have made their struggle easier.
I further believe that maintaining internal communication (between HR department and corporate communication), investor relations and government relations could have helped the company to grow more.
Additionally, I feel that Clayton should have met with his employees in person before leaving instead of informing them via email. The employees have worked hard with him in establishing the company. This does not create a good impression among the …show more content…
The first thing to keep in mind is to never get out of sight. Because it becomes really difficult to make an impression the same old way as it used to be in the heads of the audience. Thus, the brand should create its existence every now and then by rigorous marketing and branding strategies.
Corporate communication at present indulges in various social media activities like posting the daily news, updates, and changes regarding the product or any additions, in Facebook, Instagram, and Twitter. This way the company will get instant attention and focus of the customers. The basic idea is to keep the customers updated about the product. The company should make connections with the Crowd as much as possible by new creative methods.
If I was Clayton’s replacement, I think I would not have changed the way SLT communicated with its customers or who was allowed to. In my opinion, he was doing a great job in terms of communication with his customers. He tried every possible way to stay connected to his fans; first by direct to customer approach, then later via social media (Facebook, Twitter). He was well aware of the latest trends and platforms to make communication of its company and products. Thus, I would have followed his policies and made some further additions to the strategies as required in the near
Sweet leaf tea is ready to drink iced tea. The founders of it are Clayton Christopher and David Smith. They loved their grandma’s recipe and thought that there was no availability of such product in the market that tastes as good as their grandma’s sweet tea (using tea leaves, ice cubes, and sugarcane juice) so the two came up with the idea of establishing a tea business. Moreover, there was a shift in consumers’ preferences from carbonated drinks to healthier drinks and they thought that sweet iced tea business was a good option to go with. Whole Foods (WF) gave the product its first shelf display.
Since it was a start-up they both were exploring ways to make huge followers in the market without spending sums of money. …show more content…
For instance, SLT was one of the first companies to give real samples using Gowalla (a location game which encouraged people to find a virtual item in a real-world place) (Argenti p.71).
However, the weaknesses of SLT’s corporate culture could be that the ready to drink tea could have received its huge success in the initial days if the company could have adopted traditional ways of advertising and marketing its products. They could have done corporate advertising by creating awareness about its product as well as by mentioning the health benefits of the sweet iced tea from grandma’s kitchen. Building media relations would have made their struggle easier.
I further believe that maintaining internal communication (between HR department and corporate communication), investor relations and government relations could have helped the company to grow more.
Additionally, I feel that Clayton should have met with his employees in person before leaving instead of informing them via email. The employees have worked hard with him in establishing the company. This does not create a good impression among the …show more content…
The first thing to keep in mind is to never get out of sight. Because it becomes really difficult to make an impression the same old way as it used to be in the heads of the audience. Thus, the brand should create its existence every now and then by rigorous marketing and branding strategies.
Corporate communication at present indulges in various social media activities like posting the daily news, updates, and changes regarding the product or any additions, in Facebook, Instagram, and Twitter. This way the company will get instant attention and focus of the customers. The basic idea is to keep the customers updated about the product. The company should make connections with the Crowd as much as possible by new creative methods.
If I was Clayton’s replacement, I think I would not have changed the way SLT communicated with its customers or who was allowed to. In my opinion, he was doing a great job in terms of communication with his customers. He tried every possible way to stay connected to his fans; first by direct to customer approach, then later via social media (Facebook, Twitter). He was well aware of the latest trends and platforms to make communication of its company and products. Thus, I would have followed his policies and made some further additions to the strategies as required in the near