About the company.
New UK start-up, KAYTEA is an artisan tea and cold brew ice tea brand. Their aim is to “bring tea back to the limelight by creating exciting flavours using only natural and wholesome ingredients.” Before the project began, KAYTEA had a direct-to-consumer model via their own eCommerce site and also sold B2B to retail businesses (e.g., coffee shops, and supermarkets).
About the project: Company objectives.
KAYTEA asked students to:
- Come up with an affiliate influencer marketing strategy for TikTok, Facebook and Instagram.
- Create tools and methodologies to identify the right partner, affiliate model, and copy to engage with creators, along with measuring and tracking performance.
- Identify gaps in the retail market and channels to launch an ice tea brand.
- Create a streamlined strategy to target wholesale channels. For example, using LinkedIn or Clearbits to identify trade buyers independent shop owners, or using paid digital ads to target lookalike audiences, and drip-email campaigns for mailing lists.
Student statement.
Xiaotian,
Msc Marketing
Please elaborate on why you enjoyed the project.
The project briefing from the company gave us more flexible choices to focus on, and they were open to suggestions. I really appreciated this project because it was so much fun to work with a client and apply what we learned from the past year to solve their problems.
Would you recommend this Sponsor to future students on the Business Projects scheme? If so, why?
Yes. KAYTEA is an interesting start-up, and thus students got a chance to directly communicate with the founder of the company, which helped us learn a lot.
Any final words…
It's so much fun to work with a client as the final assignment at LSE, I believe this project helped me to better apply what I have learned for the whole year, and (I) also learned a lot from the client company.
