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TEA & COFFEE BEST
BRANDS OF THE WORLD
EMOTIONAL RESEARCH
№ 11
“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
2
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 20/07/2015
CHAPTER 11
COFFEE TIME
PREQUEL
4
PREMIUMNESS
5
• It starts with a person not a product or service
• It could be classic or contemporary
• It is appropriate
• It’s credible
• It’s constant
• It’s a very natural thing
COFFEE OF A PREMIUM CATEGORY
• Classic or contemporary
• Appropriate
• Credible
• Constant
• Natural
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NATURAL COFFEE SEGMENTATION
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ECONOMY MEDIUM PREMIUMSUPER
PREMIUM
CAN NOT BE NATURAL
ECONOMY MEDIUMUPPER
MEDIUMPREMIUM
INSTANT COFFEE SEGMENTATION
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CAN NOT BE INSTANT
ECONOMY MEDIUM PREMIUMSUPER
PREMIUM
ECONOMY MEDIUMUPPER
MEDIUMPREMIUM
NATURAL vs INSTANT
9
THE CHOICE
• What is the main reason of choosing instant or natural cup of coffee?
• Let’s hope for the best*
10* What’s the best, then?
Have a nice week with a good coffee!
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