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?
Already crowded with too many of the same products, going
for niche instead
2. What are tea drinkers looking for?
Apure experience, our research showed that tea drinkers
are forming their own café culture
3. What do tea drinkers want from their brand?
Environmentallyfriendly, 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:
Current tea 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:
Loose leaf teas and gourmet teas (Tazo, Teavana, Twinnings,
Lipton, Yogi, Bigelow)
24. This product provides me
with a sense of experience
ii. i.
accessible and convenient
This product is not easily
accessible or convenient
This product is easily
iii. iv.
This product provides me
with no sense of experience
25. Perceptual Map
(KRISTEN) Accessibility:
Current blooming tea in market: Raw Tea! High accessibility and
similarly high experience but high experience
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.
