7. The Assignment
KRISTEN
To create an innovative product within the tea
category that will give us loyal consumers
People are bored with the current products,
need something exciting to spice up their day
12. Research Question & Insights
KRISTEN & ARI
1. Does it make sense to enter the loose tea
market?
Alreadycrowded with too many of the same products,
going for niche instead
2. What are tea drinkers looking for?
A pureexperience, our research showed that tea
drinkers are forming their own café culture
3. What do tea drinkers want from their brand?
Environmentally friendly, aesthetically pleasing, fits
into their busy schedules, something new (moved
quickly to loose leaf tea)
18. Why Our Product Will Be
Successful:
ARI
Flaws of tea currently in market:
Currenttea bags (crushed tea, poorly made, waste)
Loose Leaf (inconvenient)
Raw innovated all of the shortcomings in the current
market
19. Why Our Product Will Be
Successful:
ARI
Current blooming tea is falling short:
Expensive ($100 including equiptment)
Poorly made (floats to top, falls apart)
No awareness of product (not widely distributed,
poorly marketed)
20.
21.
22. Why Our Product Will Be
Successful:
ARI
Niche Market
We’re going after a very specific niche market of inner
directed consumers who want this type of experience
from their products
23. Competition:
KRISTEN
Primary Primary Competitors:
Blooming tea at Teavana, sold as specialty in some
grocery stores
Secondary:
Looseleaf teas and gourmet teas (Tazo, Teavana,
Twinnings, Lipton, Yogi, Bigelow)
24. This product provides
me with a sense of
experience
ii. i.
This product is not easily
accessible or convenient
This product is easily
accessible and
convenient
iii. iv.
This product provides
me with no sense of
experience
25. Perceptual Map
(KRISTEN) Accessibility:
Current blooming tea in Raw Tea! High accessibility
market: similarly high and high experience
experience but difficult to
find/expensive
Experience:
Horrible tea options… Lipton Tea: easily accessible
but poor experience
26. Introduce Product
JEN
Raw Tea: basic principle: tea back to the basics,
still in its flower form
Size of a marble, drop into cup of hot water and
watch it bloom. Can be used 5-6 times before
throwing away. Ideal for on the go or recyclable
user friendly
Show canister here, reference clear mugs and
tumblers
Talk about attractive appearance, weighted so
doesn’t fall while drinking, marble exterior
28. Target Audience
SHANNON
Inner-directed people
Enjoy pleasurable/new experiences
Trendsetters: on the cusp of latest and greatest
(does this conflict with inner-directed people?)
Psycographics: eco friendly, yogi, fashionable
Enjoys trying new foods
Crafty
Chloé Bradstreet
Example of Chloe’s FB and Purse
35. Product Lines
• JEN
• First introducing Originality Line with 3 teas. 3
months later coming out with rarity
Name all flavors of both lines
Two sizes in each flavor
Convenient packaging where flavor won’t escape.
Eco-friendly. No waste.
Accessories description here?
36. Product Design
SHANNON or JEN
How it relates to our target market
Colors
Design
Eco-friendly
Accessories description here?
37.
38.
39.
40.
41. Placement and Distribution
ARI
Cost: $14.99
Distribution:
Trader Joe’s
Target
Whole Foods
End of aisle display for after product launch
Online (refills, customer comments, etc)
*options reflect accessibility, every city has at least 1
of these stores
42. Category Definition
We are not in the tea business…but the
business of adding pleasing aesthetics?? to
your everyday life. It’s about the simple
pleasures
What about the experience??
44. 3 Key Points:
SHANNON
1. We’ve identified a growing niche we can
dominate with this product.
2. We’re presenting a product tea drinkers didn’t
realize they were missing out on.
3. Our product embodies an experience, image
and personality that is currently non-existent
in the tea market.
