Презентация "Brand of tea" по менеджменту – проект, доклад

Study 1

Main tasks: 1) To evaluate the significant criteria for tea selection; 2) To evaluate satisfaction of this criteria (e.g. Do the producers of tea meet the requirement of naturalness?) 3) Define the attitude to the names «Wissotzky tea», «W tea», «Graph Wissotzky (it was our variation)» 4) Define the association with the name «Wissotzky». Methodology: E-questionary (it was placed on the survey-oriented web-site: http://virtualexs.ru/) 158 respondents (at the age 20-50, male/female).

Ratio of the significance of criteria and satisfaction

Significance very important area

Measuring of the sentiment to brand-names «Wissotzky», «W tea», «Graph Wissotzky»

What name do you like most?

Associations with the name «Wissotzky Tea»

Wissotzky Tea Vladimir Vysotsky guitars vodka cigarettes The most common associations

Associations with the name «W» «No association», «no sense» « Volkswagen » « M/W » toilet room « Not clear, not interesting » The name «Graph Wissotzky» wasn’t successful and suitable.

Famous Russian singer, actor

Study 2

Main tasks: 1) Tо еstimate the attitude to new names 2) To construct perception maps of key players in the segment 3) To choose a place of our brand in the semantic space (using item 2) Methodology: Brainstorm (10 team members) E-questionary (it was placed on the survey-oriented web-site: http://virtualexs.ru/) Association test, Semantic differential 81 respondents (at the age 20-50, male/female).

Estimation of New names

Association test

Map perception 1 Serious/Natural Funny/Natural Funny/Artificial Serious/Artificial

Map perception 2 masculine Serious Funny

Results

1) MelloW Tea is the preffered brand-name 2) 2 Free zones are existed in the semantic space of perception: feminine/ serious area and masculine/funny area. 3) The basic emphasis in the positioning should be naturalness - Positioning should be built in these semantic areas.

Brands-competitors Masstige Premium Middle

Riston Comfort. Relax. Cup of good tea after hard working day. Unique and luxury blends, created by talented tea-testers Creative promotion through sponsorship, wide range of tastes

Greenfield Every sip of tea will bring the connoisseur a true pleasure that is born through the right balance of the new and the expected perfection. Original product names (Flying Dragon, Tropical Marvel), perfectly recognizable packaging, wide range of tastes

Lipton High quality of tea Natural and healthy tea that saves all the rich benefits of tea leaves, pyramid bags, wide range of tastes. Special tea for slim body, perfectly recognizable packaging.

Grace Modern European style of design and packaging. Pleasure of taste and boost of energy. Natural and healthy tea, perfectly recognizable packaging

Ahmad High quality of tea. Excellent Tea from England Creative active promotion, wide range of tastes The Ahmad Tea Times , cooperation with popular portal for women, billboards, Art tea-party with celebrities, sponsorship, graffiti, master class, flashmob, horse polo team

Maitre True tea sommelier. Text on the side of each package reveals the secrets of taste in simple and accessible form Assorted tea in one pack, contrast colours of pack, brand name on each pack. No images of fruits etc.

Pickwick Pickwick is a brand with an impressive history that offers pure and natural products to enjoy at any moment of the day. Wide range of tastes, assorted tea in one pack Weak communications, difficult to find information and site

Twinings Position of unique original English mark with centuries-old traditions. Different design for each collection, brand name on each pack

Tess Continuous kaleidoscope of impressions, maximum of nature energy. Consumers tend to believe that ingredients of TESS are not as healthy and natural as they claim to be.

Newby Family business which making use of experience more than three generations. First international brand offering the most quality tea at the price accessible to the average buyer.

Curtis Premium tea with bright flavor that gives a sense of brightness and fullness of life. Wide range of fruit and herbal teas with the addition of pieces of natural fruits, flower petals and herbs.

Nadin We work with perfect grades of tea and we give particular attention to ecological cleanliness of production, its useful properties and flavoring qualities. The assortment reaches 200 names. A variety of tastes of tea in various packing: gift in tin jars, cardboard packs, bags for individual tea leaves.

Conclusions

Cause for trust External attributes (Symbols)

Product quality: 100% natural ingredients (without addition, including whole pieces of fruits). Variety of flavours Convenience (fixing label of the bag to the mug handle)

Involved in everything new and diverse, likes convenience. Appreciate quality and naturalness. Has an active lifestyle but cares about health. Competent, values his time

Merging the West (energetic lifestyle) and the East (traditions of quality and healthy lifestyle)

Trying to be aware of everything: being various and trendy Vary your life by saving loyalty to good things

Feel the sun energy the whole year round: it can be as well as relaxing and calming with Camomile and Nana, as bracing, charging with strength and vitamins for the whole day with exotic fruits like mango and passion fruit. Choose your summer!

Tea Company is functioning since 1849. The core of company’s activity is based on commitment to quality and product improvement to be competitive

MelloW tea. Sun,fruits, herbal, energy

Healthy charge in every sip Mellow tea. Identity Brand essence Individuality Culture Values Emotional benefits Functional benefits

Our consumers Average income Age Modern elite Young status seekers Old technocrats New business milieus Traditionalists New middle class

Hold to cultural way of life Want to look good and stylish in day-to-day life Want to eat healthy food Look for convenience (but don’t believe in naturalness of tea bags) Like to try something new Like to travel Live in a city pace Like individualized offers

Our consumer’s portrait

They need

Really natural product (now people don’t believe that different types of tea from different companies are natural) Natural means: no artificial components, flavoring agents, etc. at the same time the consumer wants get deep taste and aroma. The conducted research has shown that consumers don’t believe that the leading tea-producing companies offer the kind of tea which can satisfy all the desires.

Historical background of W-brand

Nowadays there are lots of tea brands, which offer the wide variety of tea types. But nearly all of them are similar, so sometimes the consumer can’t see the difference between the brands. So, Wissozky-tea concept can be successfully based on the professionalism, which is guaranteed by the age of the W-company (since 1849). There is no other tea-company with such a great historical background on the market.

Natural tea

The market survey has shown that there is a correlation between the varieties of tea tastes and the consumer approach towards the “natural” components: Ahmad – few tastes, more natural; Lipton: wide product range, not natural

ADDITION (If we decide to bring up the idea of making specialty loose tea)

Consumers Gourmets Loose tea

Convenience seekers Tea bags, easy open metal cans

Product

We propose enter the Russian market with following ranges of tea 1) The Premium Collection 2) Magic garden 3) Fruit tea 4) Green tea 5) Chai

We propose the following changes to packaging design

The Premium Collection. Leave Black colour as the main in all range of Premium collection . Magic Garden Infusions and Green Tea. For all range use white colour, аs the main, and added green-coloured accents (leafs, fruits and young sprouts). Make this accents embossed, to make additional communication(tactile sensation) .As it possible, use repeated materials in package. Also, make all images in abstract style.