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Teavana

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by

Andreas Fisker Nielsen

on 25 August 2014

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Transcript of Teavana

Agenda
Framework and aim
Market analysis
Target audience
Budget
Objectives
Strategies
Tactics and implementation

Market analysis: France
Consumer tendencies
Increasing health consciousness


Demand for premium tea


Luxury and exclusivity is valued


High consumer expenditure
Expected to increase tea volume
Trend towards upmarket, unpackaged tea
Self-expression
17.488 EUR pr. capita (Annually)
Market analysis: France
Positive market tendencies
How Teavana should their brand on the French market in order to health and style conscious men and woman age 25-54 settled in the 5 major cities and generate favorable brand
pr. capita (EUR)
litres (nm)
Market analysis: France
Market challenges
Fairly high market saturation
Primary competitors
Secondary competitors
Unilever France (Lipton brand)
Food International (Twinnings brand)
Galec (LeClerc Brand)
Solinest (Tetley & Les Infuselles brand)
Carrefour France (Carrefour brand)
ITM Enterprise (INtermarché brand)
Pagés (Pagés brand)
38%
12,8%
4,6%
3,7%
1,5%
1,1%
1%
Market shares
Competitor and brand name
Kusmi Tea
Flagship store on Champs-Elysees
Turnover multiplied by six last few years
Damman Freres
Tea emporium, restaurant and tea merchandise
Niche brands, high quality, broad variety, premium price
TWF (Dilmah brand)
Often sold at premium hotels
Loose and bagged teas
On average a bit cheaper other specialty tea
Target audience
Demographic & geographic segmentation
Urban areas
More widespread, integrated café culture
Supports Teavana's current strategy: High-end malls
Population density, more customers
Male and female
Overall health trend among both genders
Age 25-54
Tap into luxury trend among younger segments
Baby boomers: Seek foods and beverages with anti-aging effects and wellness appeals
Average - and above income
Expensive product, financial resources required
Target audience
Demographic & geographic segmentation
Total population in 5 major cities (Paris, Marseilles, Toulouse, Lille, Lyon):
Age of 25-54 male and female (38,08%)
Excl. Social class D+E (41,6%)
Percentage of urban population
17.124.000
6.507.120
3.865.229
22,57%
Target audience
Lifestyle segmentation
Facebook Graph Search
Luxury fashion brands:
Exclusive cosmetic brands:
Preferred media:
Leisure time activities:
Yoga,Zumba, dance, mindfulness
Campaign budget
Percentage of sales budget
position
attract
interests
Objectives
Strategy
"Create an understanding of brand values and invoke favourable interests among 40% of the identified target audience over the course of 3-months"
1. Create awareness

2. Generate knowledge and interest
Two-fold
Tactics & implementation:
Starbucks customer base
Tactics & implementation:
Direct mail
Brand positioning strategy
New market: Position brand identity appropriately
Brand relationship model
Utilize Starbucks MyReward system
Loyalty program
6,5 million members
Collects information:
Name
Postal address
E-mail address
City of birth
what you buy
Where you buy
How frequently you buy
Tactics & implementation:
Teavana booklet
Notify all Starbucks members signed up for E-mail letters
Information on Teavana and brand values
Integrated URL's to social media platforms
Tactics & implementation:
Outdoor advertising
Locate heavy users of tea at Starbucks
Extract customer profiles on customers who most frequently purchase tea
References
Tactics & implementation:
MPR: Event sponsorships
Events linking to target audience lifestyle
Yoga
Mindfullness
Tea workshops
Specific target locations
High-street areas
Shopping areas
Malls
User imagery
Actual users
Resembles target audience
Message strategy
Relaxation
Pleasure
Evaluation & control
Awareness
Comprehension
Conviction
Colley's hierarchy of objectives
Action
Pre-testing
Testing of 'scamps'
Evaluate impact
Qualitative focus groups,e.g. 'before and after control group'
Post-testing
Measure prompted recognition and recall
Did we fulfill the objective?
Framework and aim
Assisted by
Tactics & implementation:
Teavana booklet
Make them influencers
Info: brand, organisation, values, mission/vision, product highlights, health benefits
Keep it exclusive
Provide information
Distribute Teavana booklet to their home address
Two product coupons attached to personal letter
Have them influence peers
Awareness
Comprehension
Conviction
Colley's hierarchy of objectives
Action
Awareness
Comprehension
Conviction
Colley's hierarchy of objectives
Action
Awareness
Comprehension
Conviction
Colley's hierarchy of objectives
Action
(Pickton, D., and Broderick, A. 2005)
(Aaker, A. D. 2010)
(Aaker, A. D. 2010)
(Starbucks Corporation: Privacy Policy 2014)
(Mangold, W. G. & Fauld, D. J. 2009)
(Pickton, D., and Broderick, A. 2005)
(Pickton, D., and Broderick, A. 2005)
(Pickton, D., and Broderick, A. 2005)
Serves to:
Form intimate ties with target audience
Strengthen the brand relationship
(McKee, S. 2013)
(Central Intelligence Agency 2014)
Mangold, W.G., and Fauld, D.J. (2009) Social Media: The new hybrid element of the promotion mix. 52, 357-365
Business Horizons
Aaker, A.D. (2010) , 2nd edn. London: Simon & Schuster UK Ltd
Building Strong Brands
Pickton, D., and Broderick, A. (2005) 2nd edn. Harlow: Pearson Education Limited
Integrated Marketing Communications
Central Intelligence Agency (2014) Available at: https://aarhus.blackboard.com/webapps/portal/frameset.jsp [Accessed May 19, 2014]
The World Factbook: France
Starbucks Corporation (2014) . Available at: http://www.starbucks.com/about-us/company-information/online-policies/privacy-policy, [Accessed May 20, 2014]
Privacy Policy
McKee, S. (2013), , Available at: http://www.businessweek.com/articles/2013-10-01/advertising-dont-spend-more-to-get-less [Accessed May 19, 2014]
Advertising: Don't Spend More To Get Less
Off-trade
On-trade
Self-conception:
Intimacy:
Fundamental understanding of brand values
Promote common interests
(Euromonitor International 2014)
Euromonitor International (2014) [Online] Available at: www.portal.euromonitor.com (requires login) [Accessed 22 May, 2014].
Consumer Foodservice in France.
(Euromonitor International 2013a)
Euromonitor International (2013a) [Online] Available at: www.portal.euromonitor.com (requires login) [Accessed 22 May, 2014].
Consumer Foodservice in France.
Euromonitor International (2013b) [Online] Available at: www.portal.euromonitor.com (requires login) [Accessed 22 May, 2014].
Tea in France.
(Euromonitor International 2013b)
Full transcript