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<div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><h2><b>Tea Villa’s Digital Marketing Strategy</b></h2><p><span style="font-weight: 400;">Isn’t India a land that thrives on tea? That’s what the founders of <a href="https://teavilla.in/" target="_blank" rel="nofollow noopener noreferrer">Tea Villa</a> thought. But observing the prevalence of coffee culture in a nation that survived on the humble cutting </span><i><span style="font-weight: 400;">chai</span></i><span style="font-weight: 400;">, they decided that it was time for tea to make a comeback. And what better way to prove that tea is indeed the lifeblood of the country than to start a local teashop—and make sure it expands to become a household name across the city?</span></p><p><span style="font-weight: 400;">Two students from IIDE, Neha Nambiar and Disha Teckani, studied Tea Villa’s business model and came up with a digital marketing strategy they feel would be perfectly suited to the brand. Read on to see what they found about <strong>Tea Villa’s Digital Marketing Strategy</strong>! </span></p><h3><b>About Tea Villa </b></h3><p><span style="font-weight: 400;">Tea Villa was founded in </span><b>2014</b><span style="font-weight: 400;"> by </span><b>Micky Panjwani</b><span style="font-weight: 400;"> and </span><b>Roopanshi Bhatt</b><span style="font-weight: 400;">, colleagues working together in an event management firm. They were having a conversation at work about how 80% of Indians survive on tea and how few tea places there are to actually spend time in. This is when Panjwani casually put forth the idea of starting their business venture in this area. They opened their first outlet in Vile Parle, and as of June 2018, they have </span><b>18 outlets in total</b><span style="font-weight: 400;">, having expanded to Thane and Pune as well!</span></p><p><span style="font-weight: 400;">The concept of Tea Villa focuses on spreading </span><b>tea culture </b><span style="font-weight: 400;">and providing tea lovers an alternative to popular outlets like Costa Coffee and Café Coffee Day.</span></p><p><span style="font-weight: 400;">Their most popular outlets are located in </span><b>Bandra </b><span style="font-weight: 400;">and </span><b>Thane</b><span style="font-weight: 400;">. The Bandra outlet is situated in the most prime locality within the city when it comes to food, and the Thane outlet does extremely well because of the sheer size of the franchise there, as well as the alluring décor.</span></p></div></div><div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><h3><b>Social Media Marketing Strategy</b></h3><p><span style="font-weight: 400;">One of the key factors towards the success of any business these days, especially local food businesses, is social media. And Tea Villa, in the space of only 4 years, has already learned this. They have </span><b>58k likes on Facebook, 10k followers on Instagram and 200 followers on Twitter.</b></p><p><span style="font-weight: 400;"> Though their social media following is not expectedly huge, they have conducted some impressive <a href="https://iide.co/blog/select-hashtags-for-instagram/" target="_blank" rel="nofollow noopener noreferrer">social media campaigns</a> in the past. Some of these campaigns include </span><b>#TeaVillaFlea, </b><span style="font-weight: 400;">which was a flea market they held in their Juhu outlet. They promoted this thoroughly on social media through witty creatives and pictures from preparations for the market. This led to coverage of the event by Mumbai Mirror, and also led to an immense increase in the number of footfalls to the Juhu outlet.</span></p><p><span style="font-weight: 400;">They have also </span><b>given away Justin Bieber concert tickets </b><span style="font-weight: 400;">when he played in the city in May 2017, and this garnered immediate attention to their social media as many hopeful concert-goers wished to win free passes. They also hold many other miscellaneous contests and giveaways on special occasions like Women’s Day and on Tea Villa’s anniversary. </span></p><p><span style="font-weight: 400;">In order to improve their social media following, our students suggested a few campaigns that they felt would go down well with Tea Villa’s customers, like the </span><b>#EqualiTea </b><span style="font-weight: 400;">campaign. This would be a social movement started by Tea Villa on their social media pages in which they would </span><b>post pictures of tea to depict discrimination in society.</b><span style="font-weight: 400;"> For example, ‘</span><i><span style="font-weight: 400;">Tea is the only thing that should be separated by colour’, </span></i><span style="font-weight: 400;">with pictures of different types of tea like black tea, green tea, white tea etc. Their followers would be asked to share their own stories of discrimination along with a picture of tea and tag Tea Villa. The best stories would be featured on Tea Villa’s official pages. This would help increase both the </span><b>brand’s engagement with its existing followers </b><span style="font-weight: 400;">as well as to increase awareness amongst people who do not follow Tea Villa.</span></p><p><span style="font-weight: 400;">Another campaign that would prove to be effective could be </span><b>#WordPower, </b><span style="font-weight: 400;">which involves Tea Villa </span><b>posting tea puns</b><span style="font-weight: 400;"> along with funny and relatable content, like </span><i><span style="font-weight: 400;">individuali-tea, simplici-tea, mul-tea-tasking</span></i><span style="font-weight: 400;"> etc. Then, they could encourage their followers to tag their friends. This </span><b>would introduce several members of Tea Villa’s <a href="https://iide.co/blog/how-to-build-an-effective-targeting-audience-on-facebook/" target="_blank" rel="nofollow noopener noreferrer">target audience</a> to their brand</b><span style="font-weight: 400;"> in a positive and humorous way!</span></p><p><b>#ChaiKiChuski</b><span style="font-weight: 400;"> could be a Twitter campaign aimed at increasing their engagement on the social media platform. Followers would be encouraged to post tea pictures with memes, puns and other light content and tag Tea Villa. Then, they would be awarded a discount on their next order at Tea Villa based on the amount of retweets they get! This would greatly boost <strong>Tea Villa’s Digital Marketing Strategy</strong>!</span></p><h3><b>Search Engine Optimisation</b></h3><p><span style="font-weight: 400;">Search engine optimisation refers to the usage of particular keywords in order to ensure the maximum amount of traffic on a brand’s website. These keywords are those that have the </span><b>highest search rates</b><span style="font-weight: 400;"> on Google from their target customers. If a website is able to optimise itself based on the <a href="https://iide.co/blog/how-to-do-keyword-research/" target="_blank" rel="nofollow noopener noreferrer">search engine’s keywords</a>, then it is certain that they will be able to reach the maximum amount of relevant people.</span></p><p><span style="font-weight: 400;">Some of the most popular keywords for Tea Villa are</span><b> cafes in Pune, best café in Vadodara, best café in Mumbai, Mumbai café, waffles in Mumbai </b><span style="font-weight: 400;">and</span><b> best waffles in Mumbai. </b><span style="font-weight: 400;">This means that whenever someone searches for these terms online, Tea Villa’s results are some of the first that pop up.</span></p><p><span style="font-weight: 400;">Often, </span><b>brands bid on certain search terms</b><span style="font-weight: 400;"> to ensure that when users search these particular terms on the internet, the particular brand’s page pops up as one of the first results. This may be useful for Tea Villa in reference to other words that it could really capitalise on if they were able to be one of the top results.</span></p><p><span style="font-weight: 400;">Some of the suggested bid words for Tea Villa are </span><b>coffee shops near me, green tea </b><span style="font-weight: 400;">and </span><b>fast food</b><span style="font-weight: 400;">. This ensures that when someone searches for the said terms online, they are bound to encounter Tea Villa’s website as one of the first results. This makes the website more accessible to the people looking for eateries and café where Tea Villa has a presence, which is ultimately the group of people wants most to reach out to. This would greatly boost <strong>Tea Villa’s Digital Marketing Strategy</strong>!</span></p><h3><b>Tea Villa’s Competitors</b></h3><p><span style="font-weight: 400;">Tea Villa’s main competitors are </span><b>Di Bella </b><span style="font-weight: 400;">and </span><b>Tea Trails</b><span style="font-weight: 400;">, on an international level and a national level respectively. </span></p><p><span style="font-weight: 400;">On social media, Di Bella naturally has a larger following of </span><b>100k likes on Facebook, 36k followers on Instagram and 1.3k followers on Twitter. </b><span style="font-weight: 400;">Tea Trails has a smaller following on Facebook and Instagram, with </span><b>16k likes and 1.5k followers </b><span style="font-weight: 400;">respectively. Tea Villa has </span><b>60k likes on Facebook and 10k followers on Instagram! </b><span style="font-weight: 400;">However, it is outperformed on Twitter by Tea Trails as the latter has a following of 500 on the microblogging platform. Both Tea Trails and Di Bella have official handles on <a href="https://www.youtube.com/" target="_blank" rel="nofollow noopener noreferrer">YouTube</a>. However, Tea Villa is absent from the platform altogether.</span></p><p><b>Di Bella has the best campaigns out of the three, </b><span style="font-weight: 400;">like their #ChildrensDay, #OkCupid and #WednesdayGamesNights campaigns that often keep their social media abuzz. </span><b>They also have the best social media contests,</b><span style="font-weight: 400;"> like their #MothersDay contest and their iPhone 7 giveaway. However, it is </span><b>Tea Trails that has the better website, </b><span style="font-weight: 400;">as it includes a </span><b>prominent CTA, merchandise showcase </b><span style="font-weight: 400;">and even boasts of an </span><b>online tea appreciation workshop!</b></p><p><span style="font-weight: 400;">Tea Villa and Tea Trails share a similar online order extraction form and franchise form. However, Tea Villa could stand to learn from Tea Trail’s interactive </span><b>‘Contact Us’ form</b><span style="font-weight: 400;">. At the same time, Tea Villa does not do Google ads, by which it could stand to benefit, as is proved by its direct competitor Tea Trails, that is runs rampant Google advertisements. </span><b>Selling their own merchandise</b><span style="font-weight: 400;">, like Tea Villa tea leaves, teacups and saucers is also an idea Tea Villa could take from Tea Trails. </span><b>Providing sponsorships </b><span style="font-weight: 400;">is also a smart strategy that several brands use to increase their exposure to different audiences and is one Tea Trails often takes advantage of. This is also a strategy that Tea Villa could stand to gain a lot from.</span></p><p><span style="font-weight: 400;">Despite all of this, </span><b>Tea Villa still comes out as the more successful of the two</b><span style="font-weight: 400;"> due to their fan following online, as well as their excellent engagement and interaction rate.</span></p><h3><b>Target Audience</b></h3><p><span style="font-weight: 400;">Tea Villa targets people of </span><b>all genders </b><span style="font-weight: 400;">between the ages of </span><b>18-35 </b><span style="font-weight: 400;">who belong to the </span><b>upper- and middle-class income group</b><span style="font-weight: 400;">. These people must be either </span><b>health conscious, </b><span style="font-weight: 400;">or </span><b>tea/waffle lovers. </b></p><h3><b>Blog Ideas</b></h3><p><span style="font-weight: 400;">Another way to engage your customers and ensure that they stay on your brand’s website for a longer duration of time is to provide them with interesting blogs to browse through. This is also known as a <a href="https://iide.co/content-writing-course/" target="_blank" rel="nofollow noopener noreferrer">Content Marketing Strategy</a>!</span></p><p><b>Which tea suits your personali-tea </b><span style="font-weight: 400;">is an example of quizzes that the brand could create to ensure that website visitors spend more time with Tea Villa online! </span></p><p><span style="font-weight: 400;">An example of listicles that Tea Villa could post on their blog could be </span><b>Teabag DIY. </b><span style="font-weight: 400;">Listicles are extremely entertaining and captivate the reader’s attention, and at the same time subtly encourage the reader to buy cup of Tea Villa’s tea. In this case, the readers might want to drink some tea just because of the teabag!</span></p><h3><b>Email Marketing</b></h3><p><span style="font-weight: 400;">Tea Villa does not practice email marketing, as of now. However, our students have set out to try and fix that. They have devised an email marketing system that includes:</span></p><ul><li><b>Welcome mail <span style="font-weight: 400;">(Welcome to Tea Villa Café!)</span></b></li></ul><ul><li>Newsletter subscription offer</li></ul><ul><li>Call to action <span style="font-weight: 400;">(check out our products and services! Tea Villa could offer special discounts)</span></li></ul><ul><li>Blog email <span style="font-weight: 400;">(they would be redirected to the online order section of the website, and then if the customer bounces, they receive a follow-up email)</span></li></ul><ul><li>Thank You email</li></ul><ul><li>Food Review <span style="font-weight: 400;">(contest email)</span></li></ul></div></div>

<div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><h3><b><br>Online Reputation Management </b></h3><p><span style="font-weight: 400;">A few online platforms that could be of use to Tea Vila’s <a href="https://iide.co/email-marketing-course-online/" target="_blank" rel="nofollow noopener noreferrer">Online Reputation Management</a> could be </span><b>Zomato, Quora, LBB, Youtube and LinkedIn</b><span style="font-weight: 400;">. These platforms help the customers share their reviews of Tea Villa’s products and therefore spread the word!</span></p><p><span style="font-weight: 400;">Platforms like Quora often includes questions like ‘Best cafes in Mumbai, ‘where do you get the best macaroons in Mumbai?’ and other similar queries. It has to be made sure that Tea Villa is included in answers to all of these questions on said platforms! This increases the likelihood that, when someone searches something relevant, the Quora question with Tea Villa as the answer would be the top answer!</span></p><p><span style="font-weight: 400;">Advertisements could be sponsored in LBB as several foodies often visit this platform for recommendations related to eateries. Complaints on Zomato could also be tended to more often in order to avoid giving off a negligent attitude. This would greatly boost <strong>Tea Villa’s Digital Marketing Strategy</strong>!</span></p><style>#page-container {</p><p>overflow: hidden;</p><p>}</p></style></div></div>

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