Internship Project Developing a USP for RTD tea

Internship Project Developing a USP for RTD tea Mercedes & Arky 20 -11 -2018

Research findings TOP consumers concern Less Processed Natural ingredients Ethical source Spontaneous associations between tea and HEALTH and ENERGY Fast pace of life Single serve Healthy living High-sugar drinks in trouble Driving Forces for RTD Tea Growth of Non-alcohol drinks consumption Millennials: key consumers Consolidated & Competitive market with global MULTINATIONAL players Mindful drinkers

Presentation structure TRENDS Global & Regional USP Identified GAP Recommendations Target Market & Product Benefits

Research findings • Trends： – General: Clean Lifers

Research findings AUS 1 -Lipton 2 -Real Ice Tea 3 -Fuze Tea 4 -Arizona 5 -Real Fresh Ice Tea NZ 1 -Lipton 2 -Fuze Tea 3 -TEZA 4 -Arizona 5 -Others (Private brands)

Research findings • Trends： – Regional: • U. S (fast-growing market)： – High-end consumer market – Health concerns: » no hidden ingredients (clean labeling), low/no sugar & caffeine » rich mineral content » organic/ premium – Added value: » eco-friendly packaging » charity

Research findings • Trends： – Regional: • Western Europe：

Research findings • Trends： – Regional: • Asia： – China (large market)： » low-end consumer market » health concern: low-sugar/ sugar-free » fusion products on the rise – Japan (mature market): » naturally healthy daily beverage » focus on the quality of tea

Research findings • Competitors and distribution: – NZ/Australia-supermarket

Research findings • Competitors and distribution: – the U. S [supermarket]

Research findings • Competitors and distribution: – Western Europe-supermarket

Research findings • Competitors and distribution: – Asia-supermarket China Japan

Research findings • Gaps: – Fewer RTD tea made from real and high quality tea leaf. – Fewer premium RTD tea. The most of RTD tea were sold in supermarket.

USP “New Zealand purity, Asian mastery. In a bottle of organic tea”

USP-Explanation New Zealand: ❖ Purity: ❖ Asian mastery: ➢ professional ■ ■ ❖ In a bottle: ➢ ❖ Asia has long tea history and culture Experienced and skilful tea masters Fusion Organic:

USP-Targets Customers: ➢ ➢ Persona: Distribution channels: ■ Mainly in luxury places – – Fine dining restaurants and cafes Casino Luxury hotels and resorts DFS/ Airport

USP-Targets ❖ Markets: ➢ Local (NZ/ Australia): ➢ Global: ■ The U. S: ● organic-health and environment concern ■ ■ Western Europe: Asia:

USP-Targets ❖ Markets: ➢ ➢ Local (NZ/ Australia): Global: ■ ■ ■ The U. S: Western Europe: Asian mastery- belongingness ● China: ◆ purity- food safety ◆ in a bottle- fusion ◆ organic-health indicator ● Japan: NZ purity ◆ reliable source of tea leafs ◆ organic-premium/the high quality of tea

USP-Benefits for customers ❖ Functional: ➢ ➢ Thirst-refreshment/cool Saves time/ convenient/simplifies life Solves the problem for tea lovers and their demand Reduce the risk of preparing it wrong

USP-Benefits for customers ❖ Emotional: ➢ ➢ Confidence Feel that you make a healthy choice ■ ■ ➢ ➢ ➢ ❖ purify your body detoxify Feel energies Enjoy the life Self-transcendence Social: ➢ ➢ Show social status Good product to give/ Gifts

Recommendations-Flavour Pure tea: No. 1 Green tea No. 2 Black tea No. 3 Mixed tea No. 4 Oolong tea

Recommendations-Flavoured tea traditional and popular flavour: innovative and creative flavour:

Recommendations-Package Material: Glass Reasons: Design:

Recommendations-Package NZ culture-plants, animals

Recommendations-Package Travelling-famous tourism spots

Acknowledgements Sen Kong Amy Reason Bobbie Wisneski