DCCAB ASSIGNMENT

TEA CATEGORY

CONTRADICTION MAP

Group No.13 Nishtha R – 20140121124 | Ravinandan Puri (20140121132) | Ronak Soni (20140121134 ) | Yash Chauhan (20140121160)

OPPOSITION COMBINATIONS

Independent Subservient

Calmness

Passion

Passion Independent

Passion Subservient

CalmnessSubservient

CalmnessIndependent

Cultural Norm

Cultural Norm

Cultural Contradiction

Cultural Contradiction

Idea

The road to sky is best travelled alone

Brand Role

Drives you till the last dot

Category Connect

- Tea as a category drives you to go an extra mile

- Tea gives you a feeling of freedom

Marketing Mix Ideas

A combination of packaging , promotion and communication aimed at fuelling your imagination and drive your passion

Parallel Example

TITAN Raga

- exclusive watch collection

- Be More

PASSIONATE & INDEPENDENT