This document provides an overview of a new tea product called Raw Tea. Raw Tea aims to solve problems with current tea products by offering tea balls that bloom when dropped in hot water. The target market is inner-directed, eco-friendly people looking for new experiences. The product will launch with an Originality line of 3 teas in 2 sizes, and later a Rarity line. It will be distributed at stores like Trader Joe's, Target, and Whole Foods. The key advantages are that it offers a novel blooming experience, is convenient and accessible, and fits the lifestyle of its target audience.

1. Welcome
P r o d u c t
presentati
Innovation
A Presentation by Revolution Creative
o
A g
n e n c y

5. 3

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

8. Insight
s

9. Does it make sense?

10. What are tea drinkers looking for?

11. What can a tea brand offer their consumer?

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)

13. Details

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)

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

27. Ta r g e t
Market

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

33. Target Audience:
 SHANNON
 Purse Video
 Mood Board

34. Produc
t

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?

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??

43. Three things you absolutely
c a n n o t
Forget!

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.

45. R
Thank you!