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THE TEA INDUSTRY
Tea is the 2nd most consumed beverage in the world after water
2014 year of growth for tea industry Estimated growth rate of 3-6% through 2018 Trends that motivate consumers to buy tea: convenience
and availability Growing awareness of health and wellness makes tea
more desirable Versatility and customization
MARKET ANALYSIS
Bottled water and soft drink companies have expanded to have “ready-to-drink” teas
Green tea is widely available Specialty teas are more available than ever (oolong, etc.) Millennials seek innovation and variety when it comes to
current tea offerings - many companies cater to this Emergence of new tea products – tea energy drinks, tea
infused water, tea based ice cream, tea infused alcoholic beverages, etc.
Keurig cups – about 13% of the traditional tea category
MARKET ANALYSIS
Specialty teas are now a staple in thousands of coffee shops
Hotels offer afternoon tea services Teavana was acquired by Starbucks and stand-alone
owners More than 4000 specialty tea rooms and shops across the
U.S. Expected annual dollar increase in the range of 2-3%
through 2018 Specialty teas will continue to grow in interest
CELESTIAL SEASONINGS POSITION Celestial Seasonings accounts for over $100,000,000 in
herbal tea blends in the United States annually Celestial Seasonings is the largest specialty tea producer
in North America Lipton Tea is currently the best-known and best-selling
brand of tea Biggest competitors: Lipton, Tazo, Teavana, Bigelow, etc.
TEA DEMOGRAPHICS
On any given day, over 158 million Americans are drinking tea.
On a regional basis, the South and Northeast have the greatest concentration of tea drinkers.
Approximately 85% of tea consumed in America is iced
UNIQUE SELLING POINTS
Celestial Seasonings aims to pull the best ingredients from all over the world to meet specific needs of each individual
Each tea is structured for a specific purpose according to the consumers need
Celestial Seasonings is more about function than flavor.
RELATIONSHIP TO THE TARGET
Celestial Seasonings’ current relationship with the target is almost non-existent, outside of the Sleepytime Tea.
The lack of refocusing the brand to a younger age has left them irrelevant in the younger generation’s mind.
When looking for tea, the target sees Sleepytime but is blind to the Celestial Seasonings name.
THE MESSAGE
Great Flavor. Greater Function. We want to focus on the unique selling point of what
the tea does for the consumer, rather than its flavor, while still being catchy, fresh, and relevant for the younger generation.
REASONING FOR THE GENIE
Character with Celebrity Status Already well-loved Relatable character for our target market A humorous character that is easy to assimilate with
CREATIVE STRATEGY
The concept of readily able to meet your needs when you need it
Synonymous feeling of Celestial Seasonings being associated mystically with the idea of a genie
Through the use of this character, we will have the opportunity to partner with Disney to become the exclusive supplier for the Disney parks
STORY BOARD
Our Celestial Seasonings story board example is just one way we desire to reach our target audience
We hope to appeal to working class females ages 25-35 by relating to their daily needs
The Genie will play a huge role in this TV ad because he is a picture of the ease it takes to get that every day pick-me-up that so many young people need
This commercial will be a perfect appeal to our target audience to prove relation of every day life and our Celestial Seasonings products