Characteristics of tea Essay

The issue of brawny bearing styles has easily contributed to marketing and is becoming an important factor of modern lives. Today legion(predicate) companies claim potential health benefits from tea drinking. Consequently, big suppliers concentrated on the health aw arness of consumers and find positioned their marketing strategies to maximise this potential. For instance, Tetley has teamed up with St. Ivel and Warburtons to break in a website aimed at healthy living. In 2002 PG Tips packaging has been redesigned to emphasise healthy characteristics of tea.It informs the consumer that tea is an antioxidant source. Antioxidant in tea, so-called flavonoids, ar supposedly vital for a healthy diet. On the other hand, researchers from the University Dental Hospital of Manchester have form out that certain teas especially herbal tea may destroy teeth by dissolving enamel Published in the Journal of Dentistry and Daily get out 19/11/2001. In addition to emphasising health issues, K JM foods will separate by tapping into another human need relaxation and peace.The pace of life is accelerating and nowadays many people complain about very immediate and hectic lifestyles. People in todays world precisely have any era to relax or be for themselves. advertising messages should play upon this lack of time and dispatchdom and emphasize on the reposeful ritual of brewing tea and enjoying a cuppa. According to Mintel, consumers are increasingly willing to pay for products and services which provide them with more free time and which make life easier.There is an overall switch off to be noticed one takes a salary cut back in order to have more time, or moves into suburbs to live quieter, people flail into nature, explore the world of Yoga, take part in Relaxation classes, do Aromatherapy and so on. SOUL tea perfectly fits into this new lifestyle trend and its advertising and packaging will emphasize SOULs reposeful character and explain that different infusion times will have different effects.For example, the packaging will instruct to increase infusion time in order to change the usual effects of tea into powerfully relaxing and soothing effects. This is a niche the other big brands are not considering at present. The Brand Steering Wheel by depiction Brand Navigation Ltd. as per appendix 4 summarizes the desired learning of SOUL by its target groups. It shows all aspects of the brands identity element and will be used in this report as a future-oriented positioning platform supporting to drive KJMs marketing and copy strategy.