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Advertising And Promotion Essay

2863 words - 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 ...view middle of the document...

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 intensity of the usage and dependence of each tool defers but remain effective and consistent across the different platforms.

Personal selling in Tea Embassy is a key element that is heavily used; visitors to the store find expertise and knowledge provided to them in order to assist them in choosing according to their preferences from the large variety of tea provided. Aside from the selling of tea, Tea Embassy also relies of Personal selling to provide information of the preparation of each type of tea and to try and convince consumers to also buy or consider tea ware and tea gifts ad books to be bought as supportive products.

Being as small business, the Tea Embassy has successfully established itself to be a store that is very welcoming, comforting atmosphere, sociable feeling and cozy. As these elements provide an emotional connection between the consumers and the brand, word-of-mouth takes place, as consumers start talking about it or commenting upon it, it becomes a marketing tool to attract more and more consumers.

Sales Promotions is also a key marketing tool used by the Tea Embassy that is consumer friendly and appreciated. Tea Embassy constantly has tea sampling in store and co-ordinates with several cafes in Austin to carry several choices of tea. Their sales Promotions Strategy don’t only target those consumers in the area but all across the country. There are known for their sending of free samples to consumers depending on their preferences and personality or...

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