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DavidsTea

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by

Terry Yuen

on 15 April 2015

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Transcript of DavidsTea

A Digital Marketing Analysis
Rhya Johnston-Wallace Pakiza Azad
Robert Trickett Serena Ken
Terry Yuen
About the Company
Target Market
Marketing Mix
P
David
Herschel
DAV
Product
Price
Place
$
DISINTERMEDIATION
Promotion
Usability
Information Architecture
Tea
DAVIDsTEA Green Teas
Feature Green Teas
Popular Green Teas
New Green Teas
Green Teas on Sale
Butterfly Jasmine
B
Countess of Seville (O)
Detox (O)
Dragonwell
C
Dragon Pearls
Gail's Cold Remedy (O)
Genmai Hojicha (O)
Genmaicha
Gyokuro
Gyokuro Yamashiro
Movie Night
Hot Lips (O)
Japanese Sencha
Kiwi's Big Adventure
Kokomo Green
Korean Sejak
Lime Gelato
Matcha Matsu
Mom's Apple Pie
North Africa Mint (O)
Sencha Ashikubo
Sencha Yabukita
Silk Dragon Jasmine
Splash (O)
Sweet Ginger Heat (O)
Toasted Walnut
Yun Cui (O)
Mission
Objectives
Strategic Growth

Customer Engagement
Generation Y
Aged 21-40
Urban
Students and Recent Grads
Balanced lifestyle
Social
Deep assortment of Loose Leaf Teas
Quantity options
Varieties
Exclusive & Classic Blends
Organic
Kosher
Fair-trade
Cold-fighting
Existing market
Existing product
Market Penetration
P
P
P
Clean Visual Merchandising
Graphic and Simple Branding

Online Value Added:
Web specials
Recommendations
Information
A low unit cost leads to high profit margins

Pricing options for customer depends on weight

High perceived value
Clean Merchandising - White space is associated with higher quality

Price OVP: Free shipping with purchases over $50
Free relevant samples with purchase
Discount merchandise

Online storefront eliminates intermediation

Vertically-Integrated

Secures Transactions with 3rd party



Social Media

Community

Direct Mail & E-newsletter
Efficiency

Effectiveness

OVP?
Base Structure - Minimalistic

Design - Intuitive

Content - Images & SEO


Thanks for listening and hope you enjoyed the tea!
All Green Teas
Merchandising

SEM & SEO
You've Got Mail!
A Digital Marketing Analysis
Recommendation
Product Collaboration
Rhya Johnston-Wallace Pakuzo A Robert Trickett Serena Ken Terry Yuen
charities and brands that TM identifies with
brand awareness, cross promotion, sales
Recommendation
Expand Payment Options
Variety of Tea Accessories
Recommendation
Rewards program
Repeat purchases
Value added
Full transcript