Con dential Branding Presentation - McCartney … · Angie was born in Liverpool UK in November of...

Con!dential Branding PresentationConcept © mrsmccartneysteas.com || 310 301 8166 x221 || [email protected] || Strictly Con!dential

Angie was born in Liverpool UK in November of 1929. She was widowed in '62, and later introduced to Jim McCartney, Paul’s father. They married in November ‘64 and spent 12 loving and hectic years together with the likes of The Beatles, Jimi Hendrix, Wings, Monty Python and various pop icons of the 60’s dropping in for the weekend - and for tea of course! Angie and her daughter Ruth were at Jim’s side when he passed over to the great tea dance in the sky in March of 1976.

Angie's life has always revolved around tea, from surviving WW2, to celebrating the announcements of #1 chart hits with friend and frequent house-guest John Lennon over breakfast at her Liverpool home in the 60's. She’s sipped many a cuppawith rock stars and royalty, billionaires and bus drivers and today, she's as feisty as ever. Angie still begins each day with a nice cup of tea, and has now sourced some of the world's !nest organic, Kosher and fair trade teas to share with you. A percentage of the sales of the product is donated to the Linda McCartney Breast Cancer Research Centre.

NOTHING’S MORE BRITISH THAN TEA!

Concept © mrsmccartneysteas.com || 310 301 8166 x221 || [email protected] || Strictly Con!dential

THE FLAVOURS & BLENDS

50 Shades of Earl Grey Blueberry MeanieGolden Slumbers Liverpool RedGood Morning! British Breakfast Strawberry Green FieldsMaxwell’s Silver NeedlePenny Lane PeppermintAbbey Road AppleMaharishi PeachRockstar Rescue

(and all are available in a Variety Pack.)

Concept © mrsmccartneysteas.com || 310 301 8166 x221 || [email protected] || Strictly Con!dentialNo celebrity endorsement implied.

50 SHADES OF EARL GREYAn unbelievable aroma that portends an unbelievable taste. We have been told repeatedly: "This is the best Earl Grey I have ever tasted!” Luxury Ingredients: Black tea, Corn"ower petals, Natural "avors. Tea(s) From: Sri Lanka

Region(s): Nuwara Eliya + Dimbula + Uva

Antioxidant Level: High

Ca#eine Content: Medium


BLUEBERRY MEANIEIntoxicating aroma with the "avor of wild blueberries. A pinch of sugar makes a stunning tea, iced or hot! A nice afternoon “pick me up.”

Luxury Ingredients: Organic: Black tea, Elderberry + Raisin pieces, Hibiscus petals, Natural "avors. Certi!ed Organic by Pro-Cert Organic System.

Tea(s) From: Sri Lanka



Ca#eine Content: Medium


GOLDEN SLUMBERS - Toasted Rice Green Tea

Toasty and jammy notes leap from a cup that is also sprinkled with lightly vegetative "avor throughout.

Luxury Ingredients: Organic: Green tea, Roasted + Popped rice. Certi!ed Organic by Pro-Cert Organic Systems.

Tea(s) From: Japan

Antioxidant Level: Medium

Ca#eine Content: Low


LIVERPOOL RED TEAAn enchanting herbal tea that’s good for you! Fruity ripe berry notes balanced with mild lavender.

Luxury Ingredients: Organic: Rooibos, Elderberry + Rosehip + Blueberry pieces, Rose + Lavender petals, Natural "avors.

Certi!ed Organic by Pro Cert Organic Systems Tea(s) From: South Africa

Region(s): Cederberg


Good Morning! British Breakfast Tea

A stout robust blend of February Kenya BP1 and 2nd fush Assam. Superb color and very full-bodied. Luxury Ingredients: Black tea. Tea(s) From: Kenya / India

Region(s): Nandi Highlands / Assam


Ca"eine Content: Medium


STRAWBERRY GREEN FIELDSThis amazing organic tea is very refreshing and re"ective. Lush ripe strawberry notes !ll the cup leading to an astringent !nish. Makes a great Iced Tea!

Luxury Ingredients: Green tea, Papaya + Strawberry pieces, Natural "avors. Organic Certi!ed Organic by Pro-Cert Organic Systems.

Tea(s) From: China

Region(s): Hunan Province


MAXWELL’S SILVER NEEDLEA very rare premium tea that has exquisite haunting hints of peach with a fresh lingering !nish.

This is one of China's best white teas.

Luxury Ingredients: White tea

Tea(s) From: ChinaRegion(s): Fujian ProvinceAntioxidant Level: HighCa"eine Content: Low


PENNY LANE PEPPERMINTFresh lovely mint combined with full "avored chocolate tea that is wonderfully reminiscent of an after-dinner mint. How decadent!

Luxury Ingredients: Black tea, Blackberry + Peppermint leaves, Natural "avors.

Tea(s) From: Sri LankaRegion(s): Nuwara Eliya + Dimbula + UvaAntioxidant Level: HighCa#eine Content: Medium


ABBEY ROAD APPLEDelightfully fresh fruity apple character with delicious cinnamon notes. Luxury Ingredients: Black tea, Apple pieces, Cinnamon, Blackberry leaves, Sa"ower petals, Natural #avors.

Tea(s) From: Sri Lanka / Turkey

Region(s): Nuwara Eliya + Dimbula + Uva / Malkara


MAHARISHI PEACHLusciously sweet peach essence enhanced with full "avor apricots. A delicious aroma wafts upwards and portends a cup of ecstasy.

Luxury Ingredients: Organic: Black tea, Calendula + Osmanthus petals, Natural "avors. Certi!ed Organic by Pro-Cert Organic Systems.

Tea(s) From: Sri Lanka



ROCKSTAR RESCUESoothing, light tart fruity mint opens your palate, "oral and fruit follow and !nishes with piquant ginger.

Luxury Ingredients: Rooibos, Peppermint + Spearmint leaves, Rosehip + Almond+ Apple pieces, Ginger, Hibiscus + Rose + Sun"ower + Calendula + Osmanthus petals, natural "avors.

Tea(s) From: USA / Germany / Thailand / South Africa

Region(s): Washington State / Black Forest / Sing Buri / Cederberg

Mood Board :: Afternoon Tea for Linda McCartney

Mood Board :: Afternoon Tea, Weddings and The Beatles


When the ‘Union Jack’ was !rst introduced in 1606, it was known simply as ‘the British "ag’ or ‘the "ag of Britain’, and was ordered to be "own at the main masthead of all ships, warships and merchant ships, of both England and Scotland.

The !rst use of the name ‘Union’ appears in 1625. For some years it was called just ‘the Jack’, or ‘Jack "ag’, or ‘the King’s Jack’, but by 1674, while formally referred to as ‘His Majesty’s Jack’, it was commonly called the Union Jack, and this was o#cially acknowledged. It is a combination of all 4 countries of the United Kingdom and has been adopted by many British brands,in fashion, food and as it still represents a certain groovy decorum, thus we integrated it into our Teas.

BRITISH BRANDING :: THE STORY OF OUR FLAG

The Beatles’ Logo In!uence

Ivor Arbiter was born in Balham, south London, in 1929. He repaired saxophones, worked as a part-time drummer, and in the late 1950s opened the specialist music shop Drum City on Shaftesbury Avenue. It was the !rst drums-only store in London.He also opened Sound City, a guitar shop where The Beatles bought much of their equipment from 1963.

The drop-T logo came about almost by accident. In April 1963 Ringo and Brian Epstein entered Drum City to !nd a replacement for Starr's old Premier kit. Starr chose the now famous Ludwig kit for £238. Epsteindidn’t want to pay as The Beatles were “going to be big” and negotiated a trade in for Starr’s battered old kit,thus Arbiter told Epstein he wanted Ludwig's name to appear on the bass drum head, as he'd recently begun a distribution deal with the company. Epstein agreed, but asked for The Beatles' name on it too.

On the spot Arbiter designed the famous drop-T logo, hastily sketched onto a scrap of paper. The capital B and dropped T were to emphasise the word 'beat'. Drum City was paid £5 for arranging the artwork, which was painted onto the drum head by Eddie Stokes, a local sign writer.

On Sunday May 12 1963 Ringo took delivery of his new Ludwig kit. The drums, along with new Paiste cymbals, were driven up by Drum City's Gerry Evans, who delivered them to the Alpha Television Studios in Birmingham, where The Beatles were appearing on Thank Your Lucky Stars.

The font is now commercially available as the “Bootle” font and has been incorporated into the brand elements for Mrs. McCartney’s Teas.



McCartney Multimedia, Inc. has a proprietary, in-house e-marketing engine - iFanz.com - with 6.2 million registered members, and as a professional digital creative agency, we will take an active part in marketing this brand.

Your Fanz Are Your Future®

TM

M U L T I M E D I A

This single social media destination demonstrates the size of marketof Beatles Fans for Mrs. McCartney’s Teas.


USA :: TEA MARKET TRENDS

For the seventh consecutive year, on-trade* value increased by 6% re"ecting changes in unit prices and consumers’ growing a#nity for premium teas. The increase in dollar spending demonstrated the continued ability of manufacturers to increase prices on healthy items. Health-orientated consumers are often drawn to tea, since it is naturally laden with antioxidants, catechins, and epigallocatechin gallate (EGCG), all of which are positively linked with health and disease prevention.

COMPETITIVE LANDSCAPE

In 2013, Unilever United States Inc. continued its reign as the leading tea manufacturer in the US with value sales of US$362 million - more than 75% the size of its closest competitor, RC Bigelow Inc. Unilever‘s Lipton brand continued to be the top-selling tea brand in the country in 2013. As Unilever is one of the largest consumer packaged goods companies in the world, Lipton is able to bene!t from its strong distribution and bargaining power with retailers, and is consequently available in most supermarkets, hypermarkets and convenience stores. However, the company’s ubiquitous market presence causes Lipton to often be perceived as the standard or economy option for tea. To battle this, Unilever has developed premium varieties under Lipton that include green, fruit and herbal varieties and also utilises premium formats including both pyramid bags and tea pods.

PROSPECTS

Tea is projected to increase by 6% in on-trade volume terms over the forecast period, growing to 38,156 tonnes by 2018. In fact, on-trade tea volume is expected to surpass o$-trade tea volume beginning in 2017. The rise of speciality tea shops and the education of consumers about the distinct varieties and "avours of tea will support this growth. Continued investment by larger brands such as Starbucks with Tazo and Teavana, and the expansion of speciality foodservice tea brands, such as Argo Tea and David’s Tea, will also increase this growth.

*"On-trade" refers to business with hotels, bars and restaurants, "o$-trade" means sales to food retailers like supermarkets, convenience stores etc.


GERMANY :: TEA MARKET TRENDS

Tea in Germany continues to grow in popularity and has !rmly established itself as a lifestyle drink. In the increasingly fast-paced German society, tea and tea consumption is especially associated with time to relax, which is growing in importance among working people. In this regard, the German tea consumer is increasingly focusing on indulgence and quality. Furthermore, tea is also no longer only seen as a drink for when one has a cold. The traditional tea drinker is still female but men are also increasingly discovering the bene!cial e"ects of a cup of tea. Likewise, younger generations are also increasingly drinking tea, thus contributing to the continuing growth in tea sales in Germany.


Ostfriesische Tee Gesellschaft (OTG) performed well in 2013 and continued to lead the category, ahead of Teekanne GmbH & Co KG. OTG’s main driver of growth was its brand Messmer, which grew by 12% in retail value terms. Furthermore, in 2013, Messmer was particularly successful in the on-trade. Messmer’s new elder#ower-lime and ginger-honey #avoured teas were particularly popular. Additionally, OTG’s other well- known brand Milford recorded positive value sales growth after stagnating in 2012. In particular, Milford’s new product launch, “kühl & lecker”, a tea which can be brewed with cold water, generated strong sales over the summer period. This product comes in four di"erent tastes and is growing in popularity as German consumers increasingly like to drink cold tea rather than iced tea. OTG is planning to further invest in its Milford brand in an e"ort to drive its sales.

PROSPECTS

Over the forecast period tea in Germany is expected to grow in both retail value and volume terms. The trend towards a healthier lifestyle as well as the wide range of taste varieties in tea are both expected to further push its popularity in Germany over the next !ve years. Furthermore, tea is expected to increasingly challenge co"ee in the future, aided by co"ee-like tea products such as “Assam-Shot”, an alternative to espresso, or “Matcha-Latte”, an alternative to a latte macchiato.


AUSTRIA :: TEA MARKET TRENDS

MARKETING PLAN

Tea has a loyal but growing consumer base in Austria and at least one packet of tea can be found in virtually every Austrian household. However, it is also clear that tea has an image problem among Austria’s younger consumers and it faces high levels of competition from co"ee.Therefore an aggressive marketing campaign featuring our new herbal/fruit #avour, Rockstar Rescue would be planned and incorporate bothState and private radio stations who play rock music. Calls for poets and musicians to submit a jingle for Rockstar Rescue Tea by Mrs. McCartney will envigorate the category and bring the brand to market in Austria.

SALES

Total volume sales of tea declined by 1.2% in Austria in 2013, although this performance was better than the -2% total volume CAGR (CompoundAnnual Growth Rate) recorded in the category over the entire review period. The positive value growth recorded in the category, meanwhile, represented a clear improvement over the course of the entire review period. Co"ee remained the clear favourite hot drink of the majority of Austrian consumers and is widely consumed as an energy booster in the morning. Tea drinking culture, meanwhile, continues to grow as new #avours are brought to the attention of younger consumers.


Teekanne GmbH remained the leading player in tea in 2013 with a 42% o"-trade value share placing it well ahead of its rivals. The company’s success is based in its diverse product range, which ensures its leadership in the majority of tea categories, especially in tea bags. In addition, the company o"ers an extremely broad range of traditional #avours of tea as well as more innovative wellness-oriented variants in the most important tea category of fruit/herbal tea. 2013 saw the company’s Tee!x black standard tea brand remaining the bestselling single product in tea in Austria.


SWITZERLAND :: TEA MARKET TRENDS

Swiss consumers continue placing greater emphasis on consuming a balanced diet and promoting general wellbeing through dietary choices and tea appears to be a category of products which are ideally positioned to contribute to this thanks to the perceived health bene!ts of tea and the low health risks associated with the consumption of tea in comparison with other beverages. As tea increasingly becomes an integral part of the Swiss consumer lifestyle, many tea manufacturers have sought to innovate and diversify in order to meet demand for the latest products. Their e"orts include not only the development of a wide range of #avours and types of tea, but also their commitments to higher ethical standards as far as the sourcing of their products is concerned.


The majority of value sales in tea in Switzerland were concentrated in the hands of a handful of leading players at the end of the review period, with the remaining value sales spread between a high number of smaller operators. Retail chain Migros Genossenschaftsbund eG remained the largest player in tea in Switzerland during 2013, followed by global consumer goods giant Unilever Schweiz GmbH. Another domestic player, Wander AG, and Switzerland’s second largest grocery retailers chain Coop Genossenschaft rounded out the four key players in tea in Switzerland during 2013.

PROSPECTS

Continuous new product launches can be expected in tea in Switzerland during the forecast period. The main driver for growth in the category is set remains the health and wellness trend, with the manufacturers of tea in the country expected to continue highlighting the health bene!ts of their products in order to boost demand. The search for convenience is likely to contribute to the increasing popularity of tea pods in Switzerland during the forecast period. As a result, o"-trade value and volume growth are expected to accelerate in tea over the forecast period.

Concept © mrsmccartneysteas.com || 310 301 8166 x221 || [email protected] || Strictly Con!dentialAll investment is at risk || Not a"liated with MPL Communications, Ltd, Apple Ltd, their o"cers or directors.

Images, likenesses not for public broadcast, posting or copying || No celebrity endorsement or a"lliation implied.

CONTACT US

We are currently seeking distribution, licensing and investor relationships for USA and Europe:

USA Contact:Lucy ConlonMcCartney Multimedia, Inc.Los Angeles, CAT: +310 301 8166 xtn [email protected]

Europe Contact:Mag. Raimund CarlManaging DirectorMcCartney-Group GmbHVienna, AustriaT: +43 1 533-25 [email protected]

Con dential Branding Presentation - McCartney … · Angie was born in Liverpool UK in November of...

Documents

Transcript of Con dential Branding Presentation - McCartney … · Angie was born in Liverpool UK in November of...