Anna rátkai branding assignment

ANNA RATKAI Brand Design Assignment 18.04.2017

RESEARCH PROPOSAL o o o

There are already several Kombucha brand on the market, therefore the first step before I can start to build my new brand is a thorough competitor analysis to be familiar with what is on the market already and indicate market gaps. The following aspects are going to be of the research:

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To collect all the necessary information I am going to use secondary research. The internet provides almost all the information, therefore I can gather, organize and then analyze these information to get a holistic picture. I am also going to use empirical research, by visiting the main Danish supermarket chains to observe the current market position of kombucha. To better understand my opportunities, I am going to look at trends, what is expected regarding consumer behavior, business development and fashion. This is also going to be a secondary research by reading reports from professional trend forecast companies.

When the market conditions are clear, the next step is to find the right target audience. First I am going to create market To collect based all the information segments on necessary the following aspects: I am going to use secondary research. The internet provides almost all the The necessary information to create segments is collected information, therefore I can gather, organize and then analyze through desk research (reading articles, blogs about Kombucha, these information to get a holistic picture. I am also going to use analyze social mediabyappearances, survey and empirical research, visiting the comments), main Danishbysupermarket observation.

This the period of the research is quantitative data chains to observe current market position of kombucha.

To gathering, because the more information I have, the better I can better understand my opportunities, I am going to look at trends, segment the market.

After consumer the marketbehavior, is divided into what is expected regarding business homogeneousand groups of consumers with similar I have to development fashion.

This is also going to needs, be a secondary decide which segmentreports I want to appeal to (targettrend group). research by reading from professional forecast companies.

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To get to know my target group better, I have to dive deeper in their lifestyle, habits, motivation to understand when and how they would prefer to buy kombucha. To do this, I am going to To all and thefocus necessary am goingallow to use use collect interview group information because bothI methods me secondary research.

The internet provides almost all the to collect qualitative information. information, therefore I can gather, organize and then analyze This part of the research is extremely important, because by these information to get a holistic picture.

I am also going to use noticing small details can discover unfulfilled or I can empirical research, byI visiting the main Danishneeds supermarket improve already productposition to better fit the target chains to an observe theexisting current market of kombucha.

To group.

Most of the time people are not aware of the reason for better understand my opportunities, I am going to look at trends, their decision, but by regarding looking at the lifestyle behavior, of the target group, what is expected consumer business development andwhys fashion.

Thisthe is also goingand to take be a advantage secondary I understand the behind behavior research bythe reading of it during brand reports building.from professional trend forecast companies.

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Price Category Target Group Visual Brand Image (Font, Color, Packaging, Pictures) Product Portfolio Availability Market share

Demographics (age, sex, education) Psychographic ( lifestyle, values, attitudes – WHY they drink\not drink kombucha) Behavioral (what is the occasion, where do they buy it – HOW they drink\not drink kombucha) Geographic (location – WHERE they drink\not drink kombucha)

Why the target group wants to drink Kombucha? (products & service) How can the target group benefit from drinking kombucha? (gain) What problem Kombucha solve? (pain) What are the disadvantages of drinking kombucha?

Target groups values, lifestyle, habits o Where do they live? o How do they eat? o How important health is for them? o How much do they work? o Where do they do the grocery?

RESEARCH RESULTS In this part of the assignment I am going to summarize the findings of the market and target group research I have done.

COMPETITION

THE KOMBUCHA TREND

There are dozens of kombucha brands, the majority operates in the US. The European kombucha market is not saturated, there are only a few brands but the number is increasing.

The products are not available in big grocery chains, rather in small cafĂŠs and individual grocery stores. Big number of the kombucha drinkers prepare the tea themselves at home.

There are two Danish brands that are commercially available in more than one store, one kombucha bar in Copenhagen, and one UK brand that is available online.

Kombucha is marketed as a healthy drink. In the past decade consumption increased because healthy lifestyle trend has arisen among people1.

Due to health consciousness increasing demand for natural and healthy food & beverages is promoting the growth of kombucha market1. The demand is expected to grow as more people become more aware the connection between food and well-being. Healthy lifestyle is seen as difficult because only few ready-made healthy products are available in supermarkets.

High price

Limited availability

Wide availability

Low price

1

http://www.beveragedaily.com/Markets/Kombucha-market-to-grow-25-each-year-to-2020

MARKET TRENDS Consumers being more conscious about environmental issues, getting more mindful about their health, slow lifestyle are all megatrends that influence the demand for kombucha. Huge hype for plant based diet, clean eating, practicing yoga, spending more time in nature are results of these trends.

At the same time, the pace of life for the millennials is ever increasing, as they are busy with work, socializing, travelling and studying.

The coffee intake of millennials has reached an all-time high2, but at the same time tea drinking trend is emerging. Most of the time the –experience behind the morning caffeine shot (be it tea or coffee) and social value is more important than the taste (Starbucks).3

CONSUMER SURVEY After analyzing the survey results it turned out that around 50% of the participants never heard about kombucha, and only 15% has ever tried the drink. This means that the awareness of kombucha is really low in Denmark therefore there is room to From that 50 percent who already heard about kombucha 90% was aware of the positive health effects meaning that kombucha is generally perceived as a healthy drink. 95% of the participants drink coffee for the caffeine and when asked, 30% said that they would try kombucha as a healthier alternative for coffee, but some only try to cure the hangover.

Most people would drink it beside the coffee, because of the health improving benefits.

Healthier than coffee Hangover cure Immense positive health impact Drink it on the go Can be found in regular stores

Live healthier Refill energy Ready-made healthy products Work to do Stay healthy Stay fit Travel Socialize

Kombucha tea Kombucha bar Bottle recycling Source of energy On the go (easy to carry)

2

Overwhelming workload Lack of time Regular change of location

https://www.bloomberg.com/news/articles/2016-10-30/millennial-hunt-for-caffeine-fix-propels-coffeedemand-to-record 3

https://teajourney.pub/article/how-millennials-take-their-tea/

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Brand

Elements Lucy likes to sip her power kombucha while she runs through the press releases in the morning. As a PR assistant she works long hours, attends event, lives an intense social life and still has time to work out twice a week. She pays attention to her health and body, but with the busy time schedule she doesn’t always have time to eat properly. She makes sure to get the right amount of vitamins and minerals by including the health kombucha in her diet. With her unique style and energetic personality she is the center of attention, and always the heart of the party. Before the occasional night out she prepares cocktails from fun kombucha. She posts pictures about her outfits on social media and engages in fashion related activities. Lucy is an independent women with a strong personality, who drinks kombucha because she is concerned about her health, but her active lifestyle requires a lot of energy and she always wants to be on top.

FIZZ UP is a kombucha brand that doesn’t target the usual health and environmental conscious customers. It is rather seen as a healthy alternative for unhealthy drinks like soda, coffee and alcohol for the modern women who work hard and at the same time pays attention to her well-being. The brand is widely available, so the customer can easily get their hands on it, like on a fudgy ice cream on a cheat day.

FIZZ UP provides stylish, healthy alternatives for every occasion: FIZZ UP, Power kombucha – Need an energy shot in the morning and you are bored of coffee? Increased caffeine content combined with vitamin C guarantees a powerful kickoff.

FIZZ UP, Health kombucha – Contains extra high amount of vitamins, antioxidants and enzymes to give your immune system extra strength.

FIZZ UP, Fun kombucha – With special fermentation technique the alcohol content is higher than in regular kombuchas. You can get dizzy only by drinking it pure, or you can mix it with other funky stuff. The electrolytes and vitamins help to avoid the worst part of the hangover.

FIZZ UP, Kombucha for every day – You don’t need to find a special occasion to drink kombucha. The softly bubbly drink comes in 3 fruity tastes to fresh you up during the –day.

FIZZ UP targets the modern over all cool women. Empowerment and female equality are center values of the brand therefore it is important to stay authentic in these terms. The tea is prepared by Danish women, who have recently become unemployed and have hard time to find another workplace. FIZZ UP helps in the transition and enables the employees to become their strongest selves. Beside the core operation the brand collaborates with NGOs supporting women.

Fizz Up’s mission is to provide healthy beverage alternatives for modern women to enable them to become their strongest self, and thus help them rule the world.

VALUES OF THE BRAND: self-care, (em)power, women, PERSONALITY: Stylish, energetic, authentic, independent

Fizz Up’s mission is to provide healthy beverage alternatives for modern women to enable them to become their strongest self, and thus help them rule the world.

STYLE PERSONALITY

VALUES Stylish Independent Energetic Authentic

Clean Timeless Bold . .

Consciousness Empowerment Strive

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