1. Are the British going off Tea? Study finds English Tea struggling Presented by: Shannon Ross

2. British Tea Drinking “Britons’ long love affair with tea appears to be on the wane as they switch to other drinks” The British Tea Market has fallen 12% in the past five years Traditional tea types are being replaced by coffee, soda, and other herbal drinks 19992004

3. Britain's Tea Drinkers 80% of Britons drink tea 85% for the those aged over 65. 72% of young people drink tea. Only 38% of young people drink tea twice a day compared with 70% for the over 65s.

4. What can the tea industry do? Traditional tea’s need to become more fashionable Need to be more creative Prevent younger tea drinkers from switching.

5. An Example: Tata Tea Tata Tea reorganized their marketing strategy to focus on midrange teas, in a high quality market. a new advertising campaign promoted youth, fashion and spontaneity. They are also using upbeat television commercials and a new slogan. Recorded 25% growth within months of releasing “Tata Tea Gold”

6. Sources http://www.tatatea.com/comp_news_gold.ht m http://www.tata.com/tata_tea/media/200309 14.htm http://www.msnbc.msn.com/id/7897183/