1. The world of Tea – Branding & Positioning

2. 3 Main Sections Agenda for today
Taking a look at the beverage landscape through the consumer needs lens  India
Deep Dive  “Tea” & positioning with emotional hooks – Needscope Segmentation
Case Study: Tetley & some other Global tea Brand

3. The world of tea, is as complex as it is exciting…
#ID: 26
…lets take a deeper look at this fascinating category

4. Section 1. The consumer landscape & the role that beverages play

5. Consumer is king, but what do they want?
And is it that simple?

6. (Life Stage is only One way to segment)…
Consumers are varied…
(Life Stage is only One way to segment)…

7. Needs are many
As are the number of beverages….

8. The world of beverages is crowded=
Is Overwhelming!!!

9. There are Multiple Beverage Moments through the day
Story of 8 o clock to speak…
Friends campaign…(inspiration)
&

10. Resulting in = Multiple needs that beverages can address

11. Where does tea fit in?

12. But not for the younger groups
In the Indian context, tea is still a beverage that fits in the mental and physical re-juvenation segment + being a social drink….
But not for the younger groups

13. However, in the Western World
Tea is getting Younger

14. Tea is getting Healthier

15. And more specialized & personalised

16. Tea in the western world…is
A healthy alternate to coffee resulting in strong associations with health & wellness
Variety in tea is driving up formats of tea leading to a mushrooming of specialty tea boutiques
Younger audiences are taking to tea because of the versatility of the beverage
FACT: In the USA, When it comes to drinking coffee or tea, young people are now evenly divided at 42%. A surprising 51% of full-time workers who drink coffee daily also report drinking tea at work during the past seven days.

17. Looking deeper in the tea category, what is the consumer segmentation like? We will explore through the ‘Needscope’ which is a need segmentation tool

18. What is NeedScope?
Needscope is a need segmentation tool that is based on the premise that:
Consumers have several needs  both emotive and functional
Consumers cannot express themselves when asked a direct question
The NeedScope framework gets below the surface of a consumer's response to measure emotions in a way that supports marketing decisions

19. Why Emotions?
Because emotions help differentiate and set the context

20. E.g. Coffee, can be…
Sophisticated
Efficient

23. Defining the framework in the tea context

24. 6 need segments emerge which are more or less consistent globally

25. Case Study – Tetley Global Repositioning

41. Lipton
Lipton’s latest campaign ‘Be More Tea’ campaign is all about encouraging people around the world to snap out of their routines and to embrace each day with a more playful and thoughtful mindset. “In our daily lives we spend a lot of time on auto-pilot. Lipton is encouraging people to enjoy the present, feel good and be brighter in a busy world.”
Brand Tagline: Be More Tea
Brand Visuals:

47. Knowing the Global Lipton positioning of ‘Be More Tea’ based on the consumer insight of getting more out of life lets see how a global insight is adapted to Local Nuances.

49. Thank You 