ZenTea by Sophie Heaton

ZenTea

Table of

Contents Introduction Methodology

1 2

Brand Analysis About the brand Mission , Vision ,Proposition Brand Values Tone of voice Brand essence Brand personality Unique selling point

4 6 8 10 11 13 13&14 16

Brand Identity Brand Guidelines Colour Palette

18 19&20 21

Market Analysis Steeple Analysis Market categories Tea Industry Market Positioning Competitor Analysis Swot Macro Trends Micro Trends Market Segmentation Pen Portrait Range Development Pricing Architecture Service touch points Packaging

24 25&26 27&28 29&30 31&32 33&34 35-38 39-46 47-52 54 55&56 57 58 59 60

Communication Plan

62-66

Press release Pinterest boards Instagram posts Collaboration Future Development Critical path Ethics Claus Image References Bibliography References Appendix

67 68 69&70 71&72 73&74 75 77 78-85 86 87 89-95

Introd u ctio n

This report will take a close look into the strategic , creative development of forming a new brand. A marketing and integrated multi-channel communications plan will be carried out to bring the brand to market to optimise success.

M E TH O D O LO G Y

In terms of primary research, a survey of 50 applicants was carried out which provided quantitative data. Although it was limited in size the survey provided interesting consumer insights that influenced the start up brand. Furthermore, two in depth interviews were conducted (see appendix 2)to provide qualitative consumer insights that helped form a customer segmentation. The secondary research conducted for this report consists of online journals, books, articles, websites and databases such as Trend hunter, Trend one, Mintel, Euromonitor and WGSN. All of these sources contributed to the body of this report.

B R A N D

A n a ly s i s

A b o ut t h e br and ZenTea will be established in January 2019, this British tea brand is inspired by the ancient myth of tea’s healing and mindful properties that have surrounded many cultures, especially Japan, who’s ancestors roots go back to centuries of tea ritual drinking(15). This particular style of drinking has been recognised for the effect it has on balancing one’s mentality which has been the inspiration behind ZenTea(21). The brand’s sole purpose is to offer a lifestyle teaware brand that recognises high quality loose tea leaves for it’s health benefits and immerses this through daily tea rituals.

M i s s i o n To offer a lifestyle teaware brand that focuses on customers well-being and experiences through tea rituals.

V i s i o n To be the largest lifestyle teaware brand that offers unique , tranquil and elevating experiences personal to every customer.

P r o p o s i t i o n

To present traditional tea rituals in a contemporary form, that allows their consumers to take a time out and enhance a relaxed state of mind.

B r a n d Va l u e s 9

Mindfulness Zentea believes a sensation of Zen is essential in everyoneâ&#x20AC;&#x2122;s daily lives.

Honesty Their customers appreciate them for their transparency throughout the distribution of their products.

Compassion They strive their brand to reach out to customers who can confide in them and feel a sense of security and belonging.

Loyalty

They believe in consistency and that their brand message should be translated throughout all processes.

To ne o f Vo i ce

Light Hearted ZenTea always address their customers with an open mind and heart.

Calm Their voice reflects the way they want their customers to feel.

Nurturing Caring and understanding at all times , no questions asked.

Br and ES SEN C E

Br and Personality Kellerâ&#x20AC;&#x2122;s Brand Equity Model (see appendix 4a) RESONANCE

Consumerinvolvement Loyalty Transparency JUDGEMENTS

FEELINGS

Calm Tranquillity Collected Open-minded Pragmatic

Trustworthy Wise Inspiring

IMAGERY

PERFORMANCE

Soul reviving Chill out mechanism Leaders Unique

Mother brand Omni-benevolent

Minimal Clean cut Fresh Lifestyle

SALIENCE

Innovative Mindful

Mystic Charismatic

Look Good,Feel Good Tea.

Brand personality works on the premise that brands can have personalities in much the same way as people (13).How Zentea behaves is crucial as every platform must reflect their characteristics, including social media , website , in store , packaging and employees etc. Their personality is what makes Zentea a lifestyle tea brand that is so much more to customers as they put their well-being in their hands.

Blis sful

S E R EN E

Genuine

A d va ntag eo u s

Unique

Life enhancer Zentea brings wellness and mindfulness together through the essential ritual that is tea drinking.

no mess,no stress They understand that their consumers lives are hectic as it is , they want their products to be as easy to use as possible , plain and simple.

Aesthetic to live for Zenteaâ&#x20AC;&#x2122;s products are clean cut , beautifully carved man made products that are the essential piece for home.

B R A N D

Identity

G uid elines

ZenTeaâ&#x20AC;&#x2122;s logo is in the form of three triangles, along with a circle in the middle. The design is based on the original product having three distinctive parts , they believe that the three parts come together to form a metaphor for being whole and mindful with oneâ&#x20AC;&#x2122;s self. This is what Zentea want their customers to feel like when indulging in the brand.

The logo can be used on multiple types of media; on the front and back covers and packaging for the products. The brand name can also be placed directly under the logo with 125 pt spacing underneath,it can be altered in size depending on where the logo is being placed. The colour of the logo is light grey , this was because of itâ&#x20AC;&#x2122;s neutral properties.

Lo g o 19

ANDERS

Courier New

This font is used for the body text.

This font is for “ZenTea” brand name and titles.

Raleway

This typeface is used for our Quotes.

Font selected for the brand name and headlines are used to reflect the logo and ZenTea’s style. Anders font is in capital letters thereby it projects a bold , eye catching appeal for readers. Courier New and Raleway are selected because they project a soft text that is easy to read and simple.

TY P OGR APHY 20

C o lo u r Pa l ett e Pa nto n e

12-5406 OPAL BLUE

9021 U

P 65-2 U

727 UP

ZenTea have four primary colours that reflect the brand. Their light and neutral attributes transcend an aesthetically pleasing effect to the naked eye. The primary colour that is used throughout their branding (12-5406 OPAL BLUE)has been proven to project a calming feeling and a positive effect on the consumer.

â&#x20AC;&#x153;Products are made in the factory, but brands are created in the mindâ&#x20AC;?

Walter Landor 1941

M a r k e t

A n a ly s i s

Factors

OCIAL

Tea is becoming more and more of a popular hot beverage throughout the day and the perception of tea as a health drink is set to grow as new research emerges confirming it’s benefits. “Tea is often perceived as an afternoon drink while coffee is seen as a morning drink but I think this will start to change mostly because of health issues” (Emilie Holmes Owner of Good and Proper Tea 2017). People know coffee is not good for them and they are trying to stay away from it; they know it’s an addiction , therefore herbal teas have

Impact on ZenTea This will positively impact zentea as one of their core beliefs is the health properties tea has and they use this as the centre message of their brand. Because the market is highly dominated by Millennials seeking out this optimum lifestyle it suggests that approaching the market will be successful.

been a replacement for many consumers.

Retailers and manufacturers have employed a range of strategies to promote their kitchen products, including 3D kitchen planners, sustainable kitchen cabinetry, portable kitchens, augmented reality, online sales, as well as smart kitchen products (eg connected appliances)(2).

This is interesting as there has been a rise in technology through small kitchen appliances to up keep convenience. As well as this transportable, silicone tea accessories that make it easier and more convenient to experience causing looseleaf teas to be in demand from busy millennial consumers(23). ZenTea may want to consider involving technology in future products or in store as Millennials and Gen Xers are comfortable with technology , in order to keep their consumer interested they will have to comply with this trend.

There has been a rise urbanisation rates, apartment living, the growing proportion of single-person households and connected consumers represent opportunities for retailers and manufacturers to supply space-saving kitchen furniture, stylish and premium homeware products, as well as smart kitchen appliances and devices(1).

ZenTea offers simplistic contemporary teaware products for peoples homes. The design ethos of the brand entails a “no stress no mess” aesthetic that consumers are seeking out. Therefore single-person households will appeal to the brand for it’s convenient and minimal appeal.

The demand for tea is extremely high and the process by which tea is dried and processed requires a lot of energy(6). It creates a negative impact on the ecosystems , however tea brands are making steps to produce a sustainable future for tea.

If ZenTea enters the tea market they could face affecting the environment and increase the carbon footprint of tea. However if they follow steps like other certified tea brands it will not have repercussions.

ECHNOLOGICAL

E CONOMICAL

E NVIRONMENTAL

Consumers demand clean tea, high sustainability standards, and no residues or evidence of negative impact on the environment. There is a huge range of teas available from high-quality loose tea, to health-led RTD(8).

With the vilification of sugar and the upcoming sugar tax in the UK, consumption of many treats that are traditionally eaten with tea is decreasing. This will reduce tea consumption occasions and manufacturers will need to find other areas to exploit(2).

Fortunately this will not affect ZenTea as much as herbal teas tend to not be taken with a treat. However, this could change depending on whether they introduce sweet and savoury products in their store or if tea trends evolve.

Over seas there has been an outbreak of tea harvesting affecting wildlife. A new law has been proposed because of it ;”Friends of the Earth’s Make It Better” campaign is calling for a strong EU law to make sure companies come clean about the true costs of production(7). It suggests that the tea industry is damaging biodiversity and overusing pesticides.

As zentea share strong values for the environment and the tea industry it is important that they show their process of how they execute the harvesting and distribution of their products so that their customers can see their contribution.

OLITICAL

EGAL

Many consumers in the developed world are disconnected from the food they consume. They are often unaware of where their food is sourced, the price paid to farmers and how it has been produced. The situation is similar for tea, which has traditionally been a cheap everyday product. Consumers are generally unaware of the true cost of producing tea(8).

It still remains unclear how consumers will value food (including tea) in the future and whether they will demand higher standards. Implementing social, environmental and economic measures at the production level has cost implications(7).Therefore, to avoid this Zentea will buy loose tea leaves from suppliers that offer ethical trade operations ,to communicate to consumers that they are invested in ethical sources.

THICAL

Market Tea in the United Kingdom

Research on tea and hot drinks in the UK reveals that as many as “37% of Brits aged 25-34 have drunk 5-6 different types of tea at home or in the workplace over the past month, compared to just 3% of those aged 55+”- Mintel(16). Tea remains under pressure from competition from other drinks. While coffee has successfully injected connoisseur, indulgent and ontrend elements to the category, tea continues to struggle to deliver the same experience(5). This poses a threat to the category ”Where tea has failed to establish itself as a menu staple for younger adults, it is likely to struggle to gain ground in their drinks repertoires later on” - Anita research analyst Mintel(16).

Affect on ZenTea Overall, after researching all the categories that ZenTea would compete in it suggests that if they were to launch in 2019 they would be successful. However, there is a possibility of coffee overcoming tea in the market.

Hot Beverages

Revenue in the Hot Drinks market amounts to ÂŁ3,901m in 2018. The market is expected to grow annually by 2.4% (CAGR 2018-2021)(14) .

kitchenware

Consumer expenditure on kitchenware is expected to increase to ÂŁ804 million. In the forecast period kitchenware is predicted to be the strongest of these markets, helped by a strong performance of premium products as well as growth in the number of homes in the UK(1).

C at e g o r i e s 28

THE Tea Ind ustry “The love affair that many people across the world have with tea, after water, it’s the most popular beverage in the world”- Rudyard Kipling. The Tea industry has an enormous empire and it’s getting more popular, according to figures from the International Tea Committee, “the global consumption of tea jumped 60% between 1993 and 2010, and significant growth is forecast as producer countries become consumers” (7).

High concept tea is a evolving trend in the tea industry as brands and retailers introduce new features such as exclusivity; luxury brands are partnering with tea producers to create their own bespoke blends , DIY; tea brands are innovating with ‘blend your own’ services online and in-store (10). Traditions are updated as Traditional tea-brewing equipment is reinterpreted for a new generation as different tea brands and retailers are experimenting in teaware designs.

The ritual of drinking tea varies in different cultures , in Britain there has been a cultural shift away from traditional afternoon tea. The well economy people live in has increased the sales of green tea and new health tea brands are thriving and particular consumers are investing in this industry (12).The way people drink tea and the type of tea that they drink is changing. Due to the enthusiastic and experimental Millennial generation with an increased interest in health foods and the provenance of their food, tea is undergoing an image makeover (23). This suggests that the tea industry has transformed to promote a cooler healthier image to attract new, younger consumers.

“Positioning breaks through barriers of over saturated markets to create new opportunities”

Lissa Reidel FolioOne Ltd

Market Primary Outside UK

Traditional

Lifestyle

ZenTea

UK Based

Tea brands with stores ZenTea’s primary competitors are independent tea houses in the UK and across other countries including Australia , France and America. The map axis measures lifestyle Vs. traditional and UK based Vs. outside UK. These variables will help depict if ZenTea will be successful in this saturated market . After conducting a competitor analysis(see appendix 1) it suggested ZenTea was the only brand that focused on the holistic Tea rituals in the UK. However, if ZenTea were to expand overseas the market implies that they would have competitors that share similar brand values, this will be something ZenTea will have to consider.

Positioning Secondary Lifestyle

ZenTea

Japanese Led

British Led

Traditional

E-commerce tea brands This positioning map displays ZenTeaâ&#x20AC;&#x2122;s competitors that are independent e-commerce tea brands, the axis are lifestyle vs. traditional and British led vs. Japanese led. The market state suggested that there was a mixture of established and start up brands who offer similar products to ZenTea. However, again the holistic lifestyle was not evidenced through any brands, therefore ZenTea will not be exposed to any potential threat(See appendix 1).

C o m p e t i t o r A n a ly s i s

P & T is a specialty tea company founded in Berlin, their brand essence is “life is too short , drink good tea” which is quite similar to ZenTea’s brand essence. They share similarities with ZenTea through their appreciation for high quality tea as they source 100% natural whole leaf tea on small scale farms. ZenTea propose alike ethical practices , but they do not emphasis this as their brand ethos as much as P&T.

P&T have set out to promote the role of fine tea as a fulfilling modern lifestyle, the brand shares resemblance in many aspects including experience as they both offer communal tea workshops and they promote the wellness properties of tea. In terms of style P&T’s website has a white,minimal monotone layout and which is also reflected in their teaware range. Overall , they could pose as a potential threat as the two brands offer very close similarities, if ZenTea were to open a store in Berlin they may risk not standing out in they market.

By portraying ZenTea as a lifestyle teaware brand it gives an competitive advantage as there are only a few brands that project this outside of the UK. Distinctive signature style , packaging and Logo.

Good values that reflect strong trends in the health and wellness industry. 35

As teaware is so varied and mass produced it can come across as a undifferentiated product that looks similar to other brands.

The customer base is primarily Millennials which is a large market that is heavily targeted by mass produced retailers and designers. Therefore it suggests it will be a challenge to grab their attention and sway their buying decisions.

After establishing the UK market , thereâ&#x20AC;&#x2122;s opportunity to expand into international markets , including less tea orientated countries e.g. Italy.

Potential to diversify into subsidiary products such as loose tea leaves.

Rise of social marketing and opportunity to raise awareness and promote products.

New competitors enter the market that stand for the same brand values as ZenTea.

Changes in import or export laws that affects prices when distributing ZenTea goods from factories to store.

Macro

trends

MINDFULNESS

mental health

“Mindfulness is the alternative medicine for a performancedriven society and it borrows from Buddhist traditions to offer people tools for a more aware lifestyle and greater spirituality”(17).This trend is all about living mindfully by using mental strategies for everyday life to break any negativity and to learn how to deal with demanding situations. Individual to every person, some examples of these are daily meditation with the smartphone app or regular detox holidays. Cultural drivers of this trend may stem a lot from people’s struggles in life and challenges they face, linking to the rise in people speaking out about mental health. This has resulted in celebrity influencers raising awareness about this issue along with critically acclaimed films and TV advertisements. “Mixed anxiety and depression is the most common mental health problem in the UK, with 7.8% meeting the criteria for diagnosis”(3).

Affect on ZenTea Ultimately , this macro trend is what will drive ZenTea in the current Market state. Consumers are seeking out holistic experiences to balance their daily struggles. Mental health being one of the cultural drivers in younger generations will also play a part on ZenTea appealing to them as a temporary calming solution.

Transparency

WH Y B E HIN D TH E WH AT

The market place has become a challenging environment for retailers and brands to attract their ideal customer. With increasing use of social media and demand for greater transparency consumers have become savvy and are more aware of their buying choices ,they want to know everything about their brand from products to source. In the future, unsettled media consumers will expect content to be verified. “The main thing will be to win back their trust through greater transparency regarding sources and research methods”(19).

Affect on ZenTea

Due to this trend having a significant impact on the retail market in future ,it would be a beneficial feature for ZenTea to have in order to stand out in the market. “2018 will be the year of the educated tea consumer. Today’s tea enthusiasts know their stuff and are demanding more transparency than ever before” (20). An example of how they could execute this would be how they introduce their loose tea production from harvest to packaging , through pictures and film to show their ethical standards.

Sustainability

WH Y B E HIN D TH E WH AT

The global buzz around sustainability has grown over the years and is projected to increase. Social media and technology has enabled consumers to show them what is really happening with their products resulting in their buying decisions being influenced with an ethical perspective. Furthermore, retailers are improving their standards as organisations have seen increasing awareness and resulting demand for responsibly sourced and produced consumer goods.â&#x20AC;&#x153;Consumers are in a better position to drive the sustainability agenda by choosing ethical productsâ&#x20AC;? (18).

Affect on ZenTea

Zentea will source their tea leaves from a private supplier that implement these standards. They want to provide high quality tea that actively promote a sustainable future.

mi cro

trends

EXPERIENCIFICATION

WH Y B E HIN D TH E WH AT

Over the years it has become apparent that Millennial’s have drifted away from materialism and instead focusing their (considerable) disposable income on experiences. Retailers and brands are adjusting to young consumers’ preferences by integrating experiences into stores and creating engaging brand themed experiences(Ypulse quarterly 2018). Therefore the market place for Millennial’s and Gen Z suggest to be becoming more competitive to woo this demographic.

Affect on ZenTea

As Millennials are ZenTea’s primary consumer base it would be beneficial for ZenTea to infiltrate this into their communication plan. ZenTea will start up as an e-commerce brand and then will develop into a retail store in the future if they were to take this trend and implement a tea drinking communal area in their stores or pop up shops it would offer an cultivating experience for their consumers.

Mood FOOD

WH Y B E HIN D TH E WH AT

As consumers begin to appreciate the effect diet has on mood, food and drink brands are catching up and updating their products and services to look beyond physical appeal. In August 2017, Monarch Airlines introduced a mood-enhancing food menu to create a calmer in-flight experience for passengers. The Mood Food box features Echinacea and licorice ice cream to boost immunity, green tea and lavender cakes to improve relaxation, and herbal tea to reduce bloatingâ&#x20AC;?(2). In addition, consumers are starting to appreciate the impact that food can have on their mood and mental health. They will increasingly expect brands to deliver products that donâ&#x20AC;&#x2122;t just taste good, but deliver a feel-good factor too (11).

Affect on ZenTea

This trend in particular is what Zentea will resonate with and stand out from the crowd. By offering a teaware brand that encourages consumers to be part of this feel good food lifestyle, that consumers can endure to feel relaxation and decrease stress and anxiety levels.

Market S E G M E N TAT I O N

ZenTea’s target market are Millennials, research suggested that this generation were most likely to appreciate high concept tea for its health benefits and range of flavours. “Consumers aged 25-34 have the widest repertoire of tea, which is reflective of this age group typically having a more adventurous attitude towards food and drink, with a greater tendency to seek out new foods and flavours to try”(16). Age definitely plays a role as older generations don’t want to be faced with an overwhelming amount of choice, where as younger consumers are much more open minded. As well as this, increased cultural integration has a part to play because it has been introducing consumers to new blends and new ways of drinking tea. In addition, consumers are now more discerning than ever before, taking a much greater interest in the provenance of their food and drink.

Research conducted from Interviews and an online survey (see appendix 2&3) suggested that the consumers were typically females who drank and bought herbal tea and teaware. However , males appeared to prefer traditional tea , this interprets that there could be a gap in the market and opportunity to attract the male demographic. An angle could be addressed through the Mental Health trend as more young males are speaking out about mental health.

Primary Consumer Jess is twenty three she could be described as a frustrated millennial. Her daily ritual is quite repetitive she lacks the motivation to finish tasks in her day and likes to think she has her life together by taking a “Instagram worthy” picture of her room when in reality, it’s a bombshell. Jess can be quite negative she’s the type of person to see the glass half empty rather than half full. A cup of tea helps her break away from this negativity.

TO DO LIST Wake up ( after snoozing alarm ten times) Attempt to tidy room Call Rachel for a catch up Wake up , attempt to tidy room. Finish CV Order new camera Pay rent BUY MORE TEA - • Chrysanthemum tea! Actually tidy room

TO DO LIST Wake up at 6am Go to work Call the landlord Book yoga class Tuesday @ 4 Schedule meet up with Jane Pick up dad from airport Walk dog Finish Pride and PREJUDICE book TWO Camomile Tea’s - much needed

Jennifer is Thirty and she could be described as the traditionalist millennial as she craves stability and security. Her daily ritual consists of getting things done on time , she tends to do a lot for others and doesn’t like letting people down. After a long day at work she likes to relax , enjoy her “me” time with her favourite ;chamomile tea.

Secondary Consumer 56

R ange D e v e lo p m e n t

At the moment ZenTeaâ&#x20AC;&#x2122;s product range consists of man made teaware. The brand will stretch into high quality loose tea leaves from a range of tea types from different origins. They will each be specific blends and have a range of wellness benefits. Further development into tea accessories such as trays coasters , storage and utensils will follow growing ZenTea into the ultimate tea brand.

Pri cing Ar chitecture Ceramic large mug -£15

Ceramic loose tea holder- £10

Steel dispenser -£6.50

Hand made oak board £10 Steel Strainer -£6.50

As a set

£40 ZenTea’s original product can be purchased as a set or on it’s own, however it works out cheaper bought as a set, thereby increasing incentive to buy. In addition, due to ZenTea’s target market being Millennials , they have a reasonable disposable income in which they don’t want to spend a great deal on products, this mid price range suggests it will be an achievable price entry for them. The products are made out of man-made sustainable materials making it quite costly to produce in comparison to other teaware brands. Although the products may be at a slightly higher price it is justified in the ethical standards and quality they provide. 58

S er vi ce to u ch Po ints

ZenTeaâ&#x20AC;&#x2122;s website depicted above will allow consumers to access any information they want to know about the brand, for instance; upcoming events and sign up newsletters. As well as this, all their products will be displayed and available to purchase. The website will be available to access on different devices such as mobile and Ipad as seen above, this allows different views for the user. Moreover, other forms of touch points will be available from the site; social media plug-ins to redirect users that ZenTea operate, Such as Instagram ,Pinterest,Facebook, Snap chat, YouTube and Twitter.

pa c k ag i n g

The purpose of branding is to establish a clear and distinctive identity for a product(13). Therefore ZenTea has a very distinctive style that is easily recognisable, their products come in a durable, light weight sustainable box, carved with the signature logo on top. Each box embodies a positive message inside personalised to every customer.

COMMUNICATION

PL AN

Month 1one Jan

In the second month it involves increasing awareness of ZenTea to the public , by looking into coverage of health and wellness and lifestyle publications. Such as the niche publication; The Gourmand that expresses food and drink in a quirky way and Lifestyle magazine that talks about the latest wellness trends.

Month 1THREE March

The first month is focused on spreading and gaining awareness for ZenTea. Noelle Kovary who promotes a positive lifestyle from mindfulness to food will be asked to share her experience with ZenTea. Noelle is a micro blogger who has 5,166 followers on Instagram. Although she has a niche demographic, her followers are devoted wellness lovers and therefore will create a more intimate environment and higher engagement audience for ZenTea.

Month 1TWO FEB

The review of ZenTea by The chalkboard MAG will take place this month. A guide to living well , the site brings wellness readership to people. The macro blog will do an exclusive on the brand by sharing their experience with them on Instagram and their blog. Thereby increasing awareness and recognition for ZenTea in a wider demographic.

Month 1fIVE May

“90.2 % said that it would increase their incentive if part of the proceeds went to a charity” (see appendix 2).A partnership with mind will be announced in this month. As ZenTea share strong values for their customers well-being , to communicate this to customers they will give a portion of each purchase to the charity. As well as this, ZenTea will tour Mind’s UK community’s where they will share the ZenTea experience with them.

A T EV EA CUP ER BE YT MAK OF TT HI ES ER NG

n Te

st y th le ro te ug a h br th an e d es th se at nt b ia ri l ng ri s w tu el al ln th ess at a is nd m te in a df dr ul in ne ki ss ng t . og

Month 1fOUR April

This month will consist of developing social media platforms ,frequent posts about up coming events and general posts that give a sense of what the brand does. As well as actively tapping into forming a relationship with their customers , replying to comments and assimilate their brand values.

After gaining recognition , ZenTea will attend Balance festival in London on the 11-13th May 2019. A pop-up workshop stand will be present at the event which will have a communal tea drinking area displaying some of ZenTea’s products for customers to try and buy. At this festival it allows ZenTea to visually show people their unique tranquil and elevating experiences that what makes them differentiate from other brands.

Month 1six June

Month seven July

ZenTea will announce a press release in The Guardian to spread awareness about the partnership. This publication was selected due to it having a mass audience and the work that ZenTea will be doing will be relevant to all ages.

ZENTEA

Although the website is already up , more interrogation of the activity from the website will be executed. Because the brand remains online only at this point ,it is important to engage customers by generating newsletters and discount codes to increase customer satisfaction.

Month 1nine September

Month eight august

In the sixth month, a collaboration between ZenTea and Nike Lab will be announced. The collaboration will be a limited edition product and experience led. The collaboration itself will create a buzz as it is a first for Nike the dominant brand to collaborate outside of clothes or sportswear.

A pop up shop in the Nike Lab MA5 Tokyo store will take place this month. Due to the stores recent opening and Japanese led architecture surrounding the store, it will reflect the brand story in which ZenTea is inspired by.

Month 1tenth October

Month 1eleven] November ZENTEA

#myZenTea

After a busy year of communicating ZenTea to the world , research will be gathered , a check of the feasibility of the collaborations and consider working with them again in the future . As well as other future developments.

After months of spreading awareness , a campaign called #MyZenTea will start trending. This is where consumers will be asked to share their daily ritual with ZenTea. This will hopefully engage consumers and create a buzz around ZenTeaâ&#x20AC;&#x2122;s social appeal.

Month 1 TWELVE ]December

“

ZenTea announces partnership with Mind UK 1st June 2019

People at Mind (Mental Health charity) expected to have a visit from Zentea.

“

On the 1st of June 2019 ZenTea reveals that they will tour across Mind UK’s communities until the 30th of July 2019. The lifestyle Tea brand plans to share their “tranquil and elevating” experiences with Mental Health patients from all ages. The workshops will allow patients in the communities to endure a self indulging experience that ZenTea encourages through tea drinking. The communal ritual will take place in an open space at Mind facilities, where patients can relax by focusing on channelling mindfulness through the healing properties of tea. ZenTea employees will attend the workshops where they will provide the original the tea ritual sets,from there patients and staff will be showed a short demonstration of how to use the equipment and offered tea of their choice.

“Seeing everyone come together and take the time to let go , enjoy the experience ZenTea offers really shows how holistic tea can be for the mind. Sometimes these little things really make a difference”. Mind Ambassador at Leeds.

To solidate their partnership, ZenTea will send proceeds of the profit from their products to the organisation until December 2019.

ZenTea’s Pinterest boards are reflective of what the brand stands for , they include beliefs and values that are not only the brands inspiration but the consumers too. The “Mindfulness” board includes pins from positive quotes to Zen Teachings from different cultures to channel positive feelings. There are also Tea related boards from tea remedies to ritual ceremonies. These boards act as a guide to customers who are trying the product and experience for the first time and may want some inspiration. Finally, there is a collaboration board that includes present and future possible collaborations with different designers for ZenTea. Certain boards will be open to the public with updated pins teasing the consumer on who ZenTea will collaborate with next. This allows their consumers to engage with ZenTea on a more interactive level and therefore will upkeep the brand to customer relationship.

ZenTea

A lifestyle tea brand that brings wellness and mindfulness together through the essential ritual that is tea drinking.

ZenTea

A lifestyle tea brand that brings wellness and mindfulness together through the essential ritual that is tea drinking.

F I N D YOUR ZEN

My experience with ZenTea and why you should try it

TALKS

ZENTEA

ZenTea

The beautiful noelle Kovary shares her experience with us and she can’t get over it .

ZenTea

A lifestyle tea brand that brings wellness and mindfulness together through the essential ritual that is tea drinking.

Zen vibes only

A lifestyle tea brand that brings wellness and mindfulness together through the essential ritual that is tea drinking.

ZenTea

FIND OUT MORE

Visit Mind

ZenTea

We’re coming

We’re going to Balance festival ! will you be joining us?

ZenTea

A lifestyle tea brand that brings wellness and mindfulness together through the essential ritual that is tea drinking.

2019

ZenTea

The Chalkboard Mag talks all Zentea

ZenTea

This June we will tour UK Mind community’s and share the ZenTea experience with them

ZenTea

Take a look at our website to find out the latest upcoming events

”The winning brands are the ones using social media purposefully , efficiently and in line with their brand identities” - Adele gritten (head of media and financial services consulting).

ZenTea A lifestyle tea brand that brings wellness and mindfulness together through the essential ritual that is tea drinking.

Something NEW is

ZenTea In collaboration with

coming

ZenTea

Did someone say collaboration?

ZenTea A lifestyle tea brand that brings wellness and mindfulness together through the essential ritual that is tea drinking.

ZenTea

A Limited Edition product and experience is happening !

ZenTea A lifestyle tea brand that brings wellness and mindfulness together through the essential ritual that is tea drinking.

#MyZ EN T EA

ZenTea

ZenTea goes to Tokyo

ZenTea

Share your ZenTea experience with us!

Instagram will be used to target both primary and secondary consumers ;Millennials “35% of 13-35 year old’s said they bought something because they saw it on social media”(Y pulse Quarterly 2018). ZenTea will frequently use Instagram as their primary social medium due to it’s effectiveness it has on their consumer. As well as this they will actively engage on other platforms such as You-tube , Twitter and Facebook to successfully reach their audience.

C o l l a b o r at i o n

ZenTea In collaboration with

On June 11th 2014 Nike created Nike Lab by bridging physical space and digital experiences , it is in select cities such as New York , Paris , London , Shanghai and Hong Kong. It is Used to expand access to Nike’s leading innovations and transform the retail landscape in both physical spaces and through e-commerce. Nike Lab showcases how Nike interacts and collaborates with other innovators.

Nike Lab have worked with Japanese designers to produce intricate, heavily futuristic based architecture in their stores. They often use sustainable and recyclable materials that incorporate performance and aesthetics with low environmental impact. On September 12th 2019 a collaboration between Nike Lab and ZenTea will be announced. A re-design of the original ZenTea product will be re-constructed out of different materials to reflect Nike Lab’s aesthetic such as reclaimed and technologically advanced materials. The product will be limited edition and showcased at the pop up event in the Ma5 Nike Lab Tokyo store. The reason for this collaboration is because of Nike’s global association of a “just do it” lifestyle. The sportswear brand shares links with ZenTea for it’s health and wellness values, therefore the collaboration will bring together the brands different concepts of wellness. As well as this it will show Nike’s exploration into mindfulness and enables them to share this ritualistic experience with their consumers. It will be beneficial for ZenTea as Nike appeals to a large demographic, therefore it will open up a new customer base for ZenTea as a start up brand.

F uture D e v e lo p m e n t Currently ZenTea remains only on the e-commerce market and after checking over their feasibility in the final month of the communication year it could be time to move forward. The brand has grown a substantial amount of recognition and awareness by this point and would be ready to expand into physical store spaces and create retail experiences in 2021. If all is successful, ZenTea could open up their first flagship store in London, reasons for this is due to it being an iconic British location with a large population with high buying habits. However, after assessing the market state it is depicted that it is heavily saturated with multiple tea brands in the London area which could be a potential threat to ZenTea. Therefore, opening the flagship store in a smaller city where they are able to dominate the tea market may have more longevity. In terms of Visual merchandising the store will reflect the signature style of the brand; white interior structured around a cherry blossom tree in the centre of the store space to inspire sensations of Zen. The in-store experience will be a significant feature for the ZenTea as it is what their consumers seek out â&#x20AC;&#x153;72% of 13-35 year oldâ&#x20AC;&#x2122;s say they would go to stores more if there was more to do thereâ&#x20AC;?( YPulse 2017). By incorporating a communal tea area and tasting seminars it will create an interactive experience that will entice consumers in and choose them over other tea brands. 73

E x pa n s i o n Expansion over sea’s may be a possibility in the future, for example in less tea orientated cultures such as Italy, where coffee is a custom drink. By entering this new market it creates a cutting advantage for ZenTea, rather than touching base in Copenhagen and Australia where tea is favourable amongst consumers.”The health and wellness trend will drive tea, as Italian consumers seek the naturalness of this hot drink, derived from leaves or herbal/fruit infusions” - Euromonitor Tea in Italy 2017. ZenTea would be successful in this market as it coincides with their ethos.

Criti cal ZenTea

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Creating online website Creating mobile web version Posting on Instagram Posting on Twitter Posting on Pinterest Posting on Youtube Blogger coverage (Noelle Kovary) Publication coverage (lifestyle) Publication coverage (Food and drink) Blogger coverage (Chalk Board Mag) Balence festival workshop Mind Partnership Press release - The Guardian Website interaction Collaboration with Nike Lab Pop up store Ma5 store #MyZenTea campaign Reflection

The critical path depicted above covers the plan for ZenTea from touch points for customers to the one year communication plan in 2019. The critical path follows closely with the plan to guarantee a successful strategic method is in place to ensure maximum brand awareness is met.

ZenTea

ETHI C S

C L AUS E

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this product. Signature: Date: 3982

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Designers photo - Katie O-Rafferty. Teaware set.12.04.17

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#myZenTea

Own photo of Instagram mock up. (29.Mar.2018).

Imac- https://www.currys.co.uk/gbuk/apple-phones-broadband-and-sat-nav/mobile-imac-and-accessories/mobile-phones/362_3412_32041_267_xx/xx-criteria.html Iphone-https://www.currys.co.uk/gbuk/apple-phones-broadband-and-sat-nav/mobile-phones-and-accessories/mobile-phones/362_3412_32041_267_xx/xx-criteria.html Ipad-https://www.currys.co.uk/gbuk/apple-phones-broadband-and-sat-nav/mobile-ipad-and-accessories/ mobile-phones/362_3412_32041_267_xx/xx-criteria.html Own photo of ZenTea packaging. (2.May.2018).

I m ag e

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A CUP OF MAKES TEA EVERYTHING BETTER

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Additional sources https://www.pinterest.co.uk/pin/408842472417502010/ https://unsplash.com/search/photos/zen http://www.euromonitor.com/ https://www.instagram.com/?hl=en http://www.mintel.com/ https://worldoftea.org/2018-tea-outlook/ http://www.ethicalconsumer.org/ethicalreports/tea-industry-report/greentea.aspx https://www.freshcup.com/modern-teaware/ https://www.goodandpropertea.com/all-things-good-and-proper/ https://www.forumforthefuture.org/sites/default/files/future-tea-report.pdf https://industrytoday.co.uk/manufacturing/tableware-market-2017---current-and-future-plans https://www.statista.com/outlook/30000000/156/hot-drinks/united-kingdom?currency=gbp#market-arpu https://www.trendone.com/en.html https://hingemarketing.com/blog/story/a_10_step_brand_development_strategy_for_your_professional_services_firm https://www.businessoffashion.com/ https://www.marketingweek.com/ https://www.beveragedaily.com/Article/2018/02/13/Tea-trends-RTD-cold-brew-and-energy-innovations https://www.lsnglobal.com/ https://www.wgsn.com/en/ https://www.huffingtonpost.com/kristin-kirkpatrick-ms-rd-ld/tea-health-benefits_b_3504917.html?guccounter=1

https://www.standuppouches.net/blog/why-tea-packaging-can-make-or-break-an-eco-conscious-brand https://www.mindbodygreen.com/0-27995/teas-are-a-superfood-too-try-these-14-moodboosting-flavors. html

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Append i x - 1 Competitor Analysis

Append i x -2 Online Survey

5 out of 50 people answered. -T2 -Urban Outfitters -Home Sense -John Lewis Tiger

Append i x -2 Online Survey

Append i x 3-Interviews Herbal tea users

1.What is your favourite type of tea and why ? I think my favourite would have to be peppermint or green tea. It makes me feel refreshed and relaxed every time. 2. Are you aware of certain tea leaves with healing / mindful properties? Partially, I have heard rumours but wouldn’t’t be surprised. 3. When and where do you find yourself drinking tea and why? Typically in the afternoon when I am chilling out or doing work. My friend has a fruit and herbal tea collection so we sit together and drink through it usually. 4. Have you heard of Japanese style drinking rituals and what is your opinions on it ? 5. Yeah I love the the style of drinking , very therapeutic. Why do you drink tea ? Again, I just find it relaxing yeah its has caffeine in it but when you drink coffee you get that buzz , with tea it’s a calming hot drink. 6. Do you prefer to buy Tea ware and tea online or in store? It depends usually in store for tea but tea ware can differ. 7.Is there a Tea ware brand out there in particular that appeals to you? Not really , urban outfitters has nice teaware. 8. Do you think a Tea ware store that incorporates café attributes would be successful ? 9.Yeah that would be quite fun , cafés are quite communal would be interesting to see what that would be like. 10.How much would you be willing to spend on a high quality teaware set? Depends on the quality and what the brand offers , maybe from £7-20. 11. Would you be interested in buying into a lifestyle tea ware brand that donates some of the profit to a mental health charity ? Yes , definitely . 12. Do you like the sound of “ZenTea” for a lifestyle tea ware brand? Yeah it has a nice ring to it . 13. What would increase your incentive to buy from this brand? Cool promotional campaigns , trending on Instagram probably.

Ellie Lightowler aged 23 1. What is your favourite type of tea and why ? Green Tea and Jasmine because green tea is good for you jasmine calms me down 2. Are you aware of certain tea leaves with healing / mindful properties? Yes 3. When and where do you find yourself drinking tea and why? Usually at home when I’ve had a long day at work , in the evening snuggled up on my sofa watching TV etc. 4. Have you heard of Japanese style drinking rituals and what is your opinions on it ? Yeah 5. Why do you drink tea? I think it’s a good way to relax and take time to yourself , its really homely 6. Do you prefer to buy Tea ware and tea online or in store and why ? In store , because I feel like you get the retail experience and I like trying tea before I buy 7. Is there a Tea ware brand out there in particular that appeals to you? T2 is quite cool. 8. Do you think a Tea ware store that enables tea testing / communal areas would be successful ? Yes definitely 9. How much would you be willing to spend on a high quality Tea ware set? £20- £50 10. Would you be interested in buying into a lifestyle tea ware brand that donates some of the profit to a mental health charity ? Yes 11. Do you like the sound of “ZenTea” for a lifestyle tea ware brand? Its simple but has a nice ring to it 12. What would increase your incentive to buy from this brand? Discounts , Instagram

Sarah Kemp aged 29

Append i x 4-Conset forms for interviews

4A - Kellars Brand equity model

SOPHIE HEATON N0682650