Celestial Seasonings

CELESTIAL SEASONINGSCatalyst Marketing

THE TEA INDUSTRY

Tea is the 2nd most consumed beverage in the world after water

2014 year of growth for tea industry Estimated growth rate of 3-6% through 2018 Trends that motivate consumers to buy tea: convenience

and availability Growing awareness of health and wellness makes tea

more desirable Versatility and customization

MARKET ANALYSIS

Bottled water and soft drink companies have expanded to have “ready-to-drink” teas

Green tea is widely available Specialty teas are more available than ever (oolong, etc.) Millennials seek innovation and variety when it comes to

current tea offerings - many companies cater to this Emergence of new tea products – tea energy drinks, tea

infused water, tea based ice cream, tea infused alcoholic beverages, etc.

Keurig cups – about 13% of the traditional tea category

MARKET ANALYSIS

Specialty teas are now a staple in thousands of coffee shops

Hotels offer afternoon tea services Teavana was acquired by Starbucks and stand-alone

owners More than 4000 specialty tea rooms and shops across the

U.S. Expected annual dollar increase in the range of 2-3%

through 2018 Specialty teas will continue to grow in interest

CELESTIAL SEASONINGS POSITION Celestial Seasonings accounts for over $100,000,000 in

herbal tea blends in the United States annually Celestial Seasonings is the largest specialty tea producer

in North America Lipton Tea is currently the best-known and best-selling

brand of tea Biggest competitors: Lipton, Tazo, Teavana, Bigelow, etc.

CELESTIAL SEASONINGS POSITION

THE PROBLEM

Awareness Creating a recognizable brand in the eyes of the

consumer

TEA DEMOGRAPHICS

On any given day, over 158 million Americans are drinking tea.

On a regional basis, the South and Northeast have the greatest concentration of tea drinkers.

Approximately 85% of tea consumed in America is iced

TEA DEMOGRAPHICS

SELECTED TARGET

Females, ages 25-35 An untapped market of working class tea drinkers

UNIQUE SELLING POINTS

Celestial Seasonings aims to pull the best ingredients from all over the world to meet specific needs of each individual

Each tea is structured for a specific purpose according to the consumers need

Celestial Seasonings is more about function than flavor.

RELATIONSHIP TO THE TARGET

Celestial Seasonings’ current relationship with the target is almost non-existent, outside of the Sleepytime Tea.

The lack of refocusing the brand to a younger age has left them irrelevant in the younger generation’s mind.

When looking for tea, the target sees Sleepytime but is blind to the Celestial Seasonings name.

THE MESSAGE

Great Flavor. Greater Function. We want to focus on the unique selling point of what

the tea does for the consumer, rather than its flavor, while still being catchy, fresh, and relevant for the younger generation.

OUR CHARACTER

REASONING FOR THE GENIE

Character with Celebrity Status Already well-loved Relatable character for our target market A humorous character that is easy to assimilate with

CREATIVE STRATEGY

The concept of readily able to meet your needs when you need it

Synonymous feeling of Celestial Seasonings being associated mystically with the idea of a genie

Through the use of this character, we will have the opportunity to partner with Disney to become the exclusive supplier for the Disney parks

CAMPAIGN

STORY BOARD

STORY BOARD

Our Celestial Seasonings story board example is just one way we desire to reach our target audience

We hope to appeal to working class females ages 25-35 by relating to their daily needs

The Genie will play a huge role in this TV ad because he is a picture of the ease it takes to get that every day pick-me-up that so many young people need

This commercial will be a perfect appeal to our target audience to prove relation of every day life and our Celestial Seasonings products