The Tea Board of Pakistan has developed a marketing plan to increase tea consumption among youth. Their research found that tea is seen as outdated and not fitting with youth culture and lifestyle. The plan aims to change this perception by portraying tea as social, trendy and energizing. A TV, print and radio campaign will tell stories showing how tea connects people. It will highlight tea's social and cultural importance to build relevance with youth. The goal is to make tea a regular part of youth lifestyle and culture.

1. Tea Board of Pakistan

2. Task To Increase the Tea Consumption Amongst the Youth

4. Research

5. Primary Research Questionnaire

6. Observation: Youngsters are always in hurry and juggling multiple tasks Insight: Beverage products, which are “on the go”, have more appeal than those that take time to prepare

7. Observation: Tea wakes up the sleepy mind. Youth needs to be fresh, agile and attentive all the time for keeping up with the rapid and ever changing social and technological pace. Insight : Pick me up drinks hits the youth more.

8. Observation: Youth is materialistic and they love things that are fashionable and socially in. The reason being they want to make a statement about their ownership and on to be amongst trendsetter. Insight: Trendy, in and socially desirable products attracts youth more.

9. Observation: Weather influences the preference of a beverage. It’s too hot for consuming tea in this climate. Insight: Weather sensitive beverages attract the youth more.

10. Observation: Tea connects people and is an important part of our culture and tradition. Insight: Tea is a social lubricant

11. Observation: Youth consumes green tea because of it’s the new in thing and also because of its health benefit. In addition the multiple variants of green tea further provide the youngsters with a variety of choice. Insight : Green tea is the 2 nd most preferred form of tea amongst youth.

12. Secondary Research

14. International Campaigns (Tea board of India)

19. Local Campaigns (Lipton)

23. Marketing Plan

26. Target Audiences

28. Market Segmentation

41. SWOT ANALYSIS

49. De Brief

53. Creative Brief

58. Big Idea

62. Concepts

63. TVC – Story Board Situation -- Exam

67. Print

74. Radio

76. Internet Web Page & Ads

81. BTL

84. Out Door

86. The End