Best tea coffee brands 10 Tea time

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TEA & COFFEE BEST BRANDS OF THE WORLD EMOTIONAL RESEARCH № 10

Transcript of Best tea coffee brands 10 Tea time

Page 1: Best tea coffee brands 10 Tea time

TEA & COFFEE BEST

BRANDS OF THE WORLD

EMOTIONAL RESEARCH

№ 10

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“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

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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

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# 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?

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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