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Market Performance
Regular
Product233.3%
Product316.7%
Product46.7%
Tetley43.3%
(+0.5pts)
Specialty
Product58.4%
Product615.4%
Product43.9%
Product315.1%
Product213.0%
Product721.2%
Product123.0%
(+1.4pts)
Category 1 Category 252 Weeks +3% +4%12 Weeks +1% +9%
Category Category 252 Weeks +10% +18%12 Weeks +9% +19%
Household Penetration
46
54
14
2319 18
8 7
0
10
20
30
40
50
60
Category Product1 Product2 Product3
2000 2005
%
Category Drivers: Our Product is #1 in Consumer Investment
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
$Dollars
Our Product Their Product All Other
2000 2001 2002 2003 2004
$12 million
Even if you are on the right track, you will get run over if you just stand there!
Some Thoughts
Bran
din
g &
Investm
ent
Bran
din
g &
Investm
ent
Inn
ovatio
nIn
no
vation
& P
AC
E&
PA
CE
New
New
Seg
men
tsS
egm
ents
Partn
ership
Partn
ership
Co
nsu
mer &
Co
nsu
mer &
Categ
ory E
xpertise
Categ
ory E
xpertise
Innovation
Power of PackagingOpportunity
Business Importance Growth Innovation & Leadership Category & Consumer News First to Market
Power of PackagingPackaging Drivers
FRESHNESS– Desire a box that shuts, seals in freshness
STORAGE SPACE– Consumer lack sufficient space in their cupboard and
prefer compact and stackable boxes
EASE OF USE– Convenience, easy to use packaging with minimal
fuss
The right choice for Our Product The new carton format has Strong Consumer Appeal
New Carton Format
Current Format
Overall opinion 66 44
Purchase Interest 72 52
Package Appeal 90 46
Innovative Design 90 46
Easy to open and close 86 44
Retain freshness of the tea 72 46
Convenient to use 88 54
Different from other brands 94 66
Fits with brand 90 56
Environmentally Friendly 84 70
High quality brand 86 60
Truly new and different from other brands 78 50
Has a great taste 82 52
Is a brand worth paying extra for 62 42
The new carton was strongly preferred over the current box format on all measures.
Top 3 box scores: % of respondents rating product appeal an “8, 9 or 10 on a 10-point scale. Research International
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