Case: development of positioning, naming and packaging for the tea brand
What is done:
- Brand positioning
- Brand name
Develop the positioning of a new brand of tea on the Belarusian market, naming and packaging for the Chinese tea line.
"The Kalyna" brand has existed on the tea market since 1996. The company decided to create a new brand to rejuvenate the audience. Thus, our task was to analyze the target audience, competitors and develop a positioning that would allow the new brand to stand out in the market and attract the attention of consumers.
Modern people who appreciate natural products, care about health their own and loved ones. They are very busy, so every minute of free time for them is an opportunity to recharge.
Development of brand positioning.
- The tea market is oversaturated: dozens of black, green, yellow, etc... no matter, with or without additives. Meanwhile the trend of naturalness is growths more and more in the modern world. Our manufacturer has vast experience, resources and capabilities. The customer understands what consumers need and sees how the rules of the game are changing in the market. That's why the idea to create a new line of natural tea is very promising. Market research, competitors and CA, showed us that a young audience of consumers appreciates not only naturalness but also honesty in communication. We know how important it is to find time for ourselves, so our tea is a breath of energy that renews.
- Our tea is an occasion to find time for yourself, a kind of hour-long mini vacation, when you can distract yourself from all those worries. Therefore, the positioning of the brand sounds this: "Every person and every event has its own tea."
- First of all, before starting to develop a new name, we studied and analyzed the market. We have also compiled a list of restrictions and criteria for evaluating fresh names. The history of tea is thousands and thousands of years old. It is multifaceted and exciting. In history, we wanted to find a character who could become a prototype for our name. Saiho is one of the Buddhists who first delivered tea seeds to Japan (in the 9th century). Exploring the story further, we came across Saigo Takamori, a Japanese samurai. As a final result of research and experiments, our brand was named Takamori. Which is sonorous, unique, original and speaks of belonging to a category.
Development of packaging for the tea line
- A comprehensive approach to brand development has allowed us to create a brand image that immediately sets it apart in the market.
Proper positioning and naming set the tone of voice of the brand's communication with the customer. The new brand received not only the original name and modern packaging. The brand has strategy that will allow it to win its audience and the decent market share.
Immediately after the release, we received many positive feedbacks from the consumers: the product stood out on the shelf with its original serving and packaging, the novelty stood out from the traditional tea formats and stimulated the purchas.
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