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

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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 20/07/2015

CHAPTER 11

COFFEE TIME

PREQUEL

4

PREMIUMNESS

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• 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

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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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