Post on 09-Feb-2017
TEA & COFFEE BEST
BRANDS OF THE WORLD
EMOTIONAL RESEARCH
№ 10
“THE BEST” MEANS… THE BEST
Considered criteria:
1. Premium segment (price/ country of origin/ way of
production)
2. Perfect brand development (strong positioning, brand
muscles, history & consistency)
3. X Factor – emotional involvement
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THE IDEA
• The purpose• To demonstrate the best tea & coffee brands’ development
practice which always inspires and helps to go further in
current business development
• The structure• Weekly updates’ appearance with one new tea/ coffee brand
• But everything depends on the time & atmosphere so… sometimes the topic is unexpected
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W/C 13/07/2015
CHAPTER 10
TEA POSITIONING
THE PRELUDE
• Tea market is one of the most cluttered
• Even those countries, where the consumption of tea does not have the long traditions deeply spreading into the
centuries, are full of tea brands
• In the situation when there is no obvious differences between the product rational qualities, to break
through the clutter the brand needs to be unique
emotionally
• Thus it is very important to understand which niches are already busy to own the best place among the
competitors
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# 1 IRRELEVANT NICH – ENGLISH TEA
STRENGTHS
• All people on Earth know that
the best tea are serving in
Great Britain at 5 o’clock p.m.
• you do not need either to
segment the target audience or
to spend money for the
researches
• simply name your brand “THE
QUEEN”/“THE TOWER”/”THE
LIONHEART”
WEAKNESSES
• When you put onto the shelf the
19th English tea brand, you
should be ready to spend money
in order to explain to your
target audience that your “THE
QUEEN” is much more English
then their “THE TOWER” on the
left hand and “THE LIONHEART”
on the right
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ENGLISHMORE ENGLISH
# 2 – TEA WITH THE HISTORY
STRENGTHS
• The real history of the brand
is a treasure. It means
• Expertise
• Experience
• Passion
• Quality
• Credibility
WEAKNESSES
• In case if your brand does not have
the real history you should be ready
to spend plenty of money to support
the fairy tale and even in this case
the really old brands will have the
advantage because the question is
not about the nice story the
question is about credibility
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# 3 – ENGLISH TEA WITH THE HISTORY
STRENGTHS
• “ENGLISH TEA WITH THE HISTORY”
is a strength
• for the already existed brands
with the real history and
earned credibility
• or for those who have a huge
marketing budget
WEAKNESSES
• A huge marketing budget is not
an advantage – you do not need
it if you are looking for the
contemporary solutions
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There could be a place for your tea brand?
TODAY IS YESTERDAY’s TOMORROW
• Don’t struggle for the budgets –struggle for innovations and you will get your money
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See you soon with other stories!
I wish you good luck and expected P&L!10