Goodricke Group Limited is an India-based tea producing company headquartered in West Bengal. It is a part of the Camellia PLC UK – the world’s largest private sector tea producer. The Group owns 30 gardens and 27 tea factories spread over Darjeeling, Dooars, Assam and Cachar.
Goodricke wanted to promote its premium tea brand Super Cup. The company wanted to drive an awareness and consideration program for this brand and approached RewardPort for the same.
RewardPort did a thorough analysis of the brand’s target market and understood the demographics. Being an everyday brand that customers purchase very often, it was important to give the customer an exciting offer to make them choose Super Cup for their daily cup of tea. RewardPort decided to execute an instant gratification campaign and introduced exciting scratch-n-win rewards along with Super Cup. The rewards spectrum was wide and included an array of products and services from different categories.
Goodricke noted a high increase in the sales of its Super Cup brand and a substantial stir was created behind the premium tea range. The company was extremely happy with the results that led to increased awareness, brand recall and recognition for Super Cup and Goodricke.