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Chit Chat Chai
Performance Marketing
Chit Chat Chai
2021
Intro
Tea is a globally beloved beverage that has been enjoyed for centuries, with India and China being the top producers and consumers of tea worldwide. Despite high domestic demand, these countries export less than a quarter of their production. Chit Chat Chai offers a variety of curated blends to cater to different moods, occasions, and intentions.
Consumer behavior
According to our study on tea consumers, the majority of them consume tea more than three to four times a day. Among the tea types, dark tea is the most preferred among respondents, followed by white tea and black tea. Surprisingly, the study also found that a large percentage of tea consumers are unaware of the ingredients in their tea.
To obtain tea information, advertisements were the most common source, followed by sales promotions and the internet. Loose tea is the most preferred packaging type, with tea bags coming in second. Almost half of the respondents had no knowledge of their tea manufacturer.
When it comes to purchasing tea, the preferred packaging size varies, with 46% preferring 250 gms and 24% preferring 100 gms. The majority of respondents 58% only purchased branded tea, while 42% purchased both local and branded tea. Finally, almost half of the respondents shifted to a different brand based on gifts, with 14% based on schemes, 32% on quantity, and 7% on quality.
Outcome Decision
Based on the data we gathered, we launched a generic campaign targeted towards the different categories of Chit Chat Chai, and focused on placing the product based on audience research.
The campaign resulted in more than 400,000 impressions for an Add to Cart campaign, with over 5,000 clicks at a cost per click of INR 1.5. The average click-through rate was 5.8%, and we generated 650 add-to-cart actions in the first week alone.
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Consulting 50+ firms on strategy, growth and efficiency. We are a team of partners who optimize online by implementing systems that squeeze more ROI from your marketing activities. We build experiences focusing on strategy and scaling your revenue with measurable results. We are data-driven individuals that are delivering growth through AdTech consulting. We understand the importance of staying ahead of the curve in the fast-paced world of marketing. We know that in order to succeed in a customer-centric world, businesses need to have the right people, assets, and solutions in place to drive measurable ROI. We are here to help you remodel your marketing operations with a new vision, leveraging technology platforms and third-party data insights to transform your marketing, advertising, and commerce processes, and customer interactions. Our focus is on defining and meeting the unmet needs of your customers, and translating those needs into creative ideas delivered through ongoing 'Run' services. We believe that building the capability to engage and excite customers is crucial in today's market. With the increasing demand for personalized experiences anywhere and anytime, it is important to not only enhance interactions at physical locations but online as well. Our team is dedicated to helping you meet and exceed customer expectations by providing innovative solutions that will take your business to the next level.
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