P r o j e c t I n t r o d u c t i o n

Nothing is more British than a nice cup of Tea,

but in recent years the emergence of high

street coffee shops has meant declines in sales

for tea. Customers have favoured less healthy

beverages such as Coffee and carbonated

sugar drinks. Market Trends in British Life-

styles are suggesting consumers are becom-

ing more health conscious when choosing food

and drink. Tea has neither the image or brand

awareness of high street coffee shops or large

soft drinks companies. The purpose of this

project is to look at how Tea could be made

more popular again. Through applied design

and marketing theory the fi nal design could be

a new brand of Tea or a Tea making machine

or even a device for improving or enhancing

the method of making Tea.

Tea has been a part of British culture for near-

ly 200 years. It originates from East Asia, ac-

cording to legend tea was fi rst consumed in

China over 5000 years ago when Shen Nung

an early emperor discovered leaves had fallen

into his boiled water and found the brown liq-

uid intriguing. Tea quickly spread into Chinese

culture. Japan and then mainland Europe and

America soon became intrigued with the new

beverage. Great Britain was one of the last of

the superpowers to begin trade routes with

China and East India, the fi rst Tea came to

Britain between 1652-54 and proved popular

enough to replace Ale as the national drink of

the country. The monarchy of the time were

Tea drinkers therefore the drink became in-

stantly popular with the entire population.

T h e n a t i o n a l d r i n k o f B r i t a i n :I n c r e a s i n g t h e p o p u l a r i t y o f T e a

The UK Market for Hot Drinks by Sector by Value (%), 2005

Coffee Tea Food Drinks

Source: Key Note - Drinks Market Review 2006

“ Instant Coffee sales have now moved

ahead of standard tea sales in Britain

for the first t ime.”Source: BeverageDaily.com -

Typhoo sale shows UK tea market shift

R e s e a r c hThe Perfect ‘Cuppa’Perfect cuppa = (T + V) + (H²0 @ >98.5°c) 2mins + S + oStThis is the equation Tetley give on their website, but on a serious note brewing tea has always been considered an art form, especially in China and Japan nearly 5000 years ago.Black tea and Green tea vary signifi cantly in their production methods, Black tea is steeped longer and at a higher temperature. Water boiled should always be fresh to insure high oxygen content, this allows the tea to infuse better. This also disproves the myth of ‘milk fi rst’ which will only lead to reducing the temperature of the tea and inferior infusion.

HistoryTea originates from China and was fi rst consumed over 5000 years ago. Shen Nung, an early emperor of China had his water boiled for hygiene reasons, one day his servants brought him his boiled water and explained how leaves from a nearby bush had fallen into the cup. Intrigued by the brown liquid the emperor had a sip, he claimed the drink refreshing, tea was born.Tea spread across the world and took many different design and cultural infl uences before it reached Britain in the 17th Century.

Yixing TeapotTraditionally made from unglazed clay from the Yixing province of China. Plain pots like the one shown left came about in China’s cultural revolution in the 1960’s. Green tea is normally made in this style of pot.

Classic English TeapotThe teapot shown right is from John Lewis

department store. It is of traditional Victorian form and is traditionally made from porcelain. Black tea is normally made in this style of pot.

Kyusu TeapotThe teapot shown left is a Japanese pot that tea tasters traditionally used to sample new fl avours of tea. It is made from white clay and is used for a variety of Japanese teas.

M a r k e t i n gMission:• To create a healthier option beverage for the consumer.• To recreate the experience of tea and embrace cultural differences of con suming it.• To promote the fair trade foundations across the tea range.

Competitors:Although there are not obvious direct com-petitors of Teas:me there are substitutes that consumers can alternatively purchase.

Market entry:Teas:me will be trading wholesale within the south of England. The brand Teas:me will have to ensure that the brand ethos is refl ected in the wholesale environment, key issues that will concern the company are:

• Fair trade,• Environmentally friendliness,• Promotion of the healthier aspect that the product offers,• Prosperous cultural diversity.

Conclusion:The marketing strategy for Teas:me’s new product is based on trends which have been identifi ed such as there is a gap in the market for premium teas. Driven by the emerging health market tea has the potential to overtake Coffee out-of-home if marketed success-fully.

It is clear that sales in the coffee market are slowly dropping off, based on primary re-search and market research reports consumers are becoming more aware of the negative health aspects of Coffee and carbonated drinks.

Emulating lifestyle drinks such as Starbucks and Coca-Cola is the way forward, consumers like quality and they like the lifestyle these drinks sell even if they won’t admit it. A pre-mium product is a desirable one.

Pricing Strategy:• Premium pricing involves keep ing a products price falsely high.• It encourages good perceptions about a product based only on price.• Consumers assume product is expensive because it is of good quality.• Teas:me won’t have direct com petition for the experience trays, therefore consumers won’t have anything to compare against.• Teas:me would benefi t from ap pearing as a luxury good.• Entry barriers for competition will be hard to access.

“Instant Coffee sales have now moved ahead of standard tea sales in Britain for the fi rst time”

Marketing objectives:• Create a strong brand image in the public domain through the mediums of festivals and wholesale.• Inform target audience about features and benefi ts of the new product.• Generate interest and sales for the product.

Starbucks is the leading brand in the hot beverages market. Brand image and recognition is high amngst consumers.

Costa is a UK brand which operates un-der Whitbread PLC, this gives them lots of outlets as a subsiduary.

McDonalds are the cheap alternative on the high street when it comes to hot beverages.

Indirect:

“Consumer preference for traditional black tea will continue to dominate, but we are seeing a growing popularity of green teas and fruit and herbals, also organic and decaffeinated teas, due to consumers wanting a healthier lifestyle.”

Tetley is the most popular tea brand in and out of the home in the UK. Re-cently lost their supplying to McDon-alds to PG Tips.

Mozzo Coffee operate in the south of England and supply 100% fairtrade and organic coffee to trendy bars and cafes.

Lavazza Coffee is sold wholesale in Wetherspoons pubs and has a strong affi liation with JD Wetherspoons.

Direct:

T e a s : m e T r a y sBritish Experience Tray South African

Experience Tray

Chinese Experience Tray

Japanese Experience Tray

K e y F e a t u r e s

TEAS:ME Experience trays embrace different cultures and provide a good quality cup of tea in pubs, cafes and restaurants.

Each tray is unique to a different culture and they are made easy for consumers to have a well made cup of tea. The teapots and teacups are specifi c to the tea culture they derive from.

The handles are all unique to specifi c cultures as well, each one made of wood from the tea producing country.

The tea timer allows consumers to let their tea steep for the correct amount of time so it isn’t to weak or to bitter.

Research shows consumers don’t drink tea out-of-home, the main reason for this is the quality of the tea available and the lack of quality control in production.

The TEAS:ME trays aim to emulate the tea ceremony of each specifi c culture. Tea is a healthy drink and the information cards provided with each tray give an insight into the health and natural healing properties of the specifi c tea.

- Unique Experience- Culturally Diverse- Healthy Beverage Option

H a n d l e D e v e l o p m e n t

South African tray handle

Japanesetray handle

British tray handle

Chinese tray handle

African Mahogany English Oak

Chinese Maple

The South African handle is made from African mahogany and has 6 PVC rings wrapped around it representing South Africa’s fl ag colours and tribal history.The Japanese handle is very simplistic and made from Chinese Maple.The British tray handle is made from English pub Oak and has a plastic insert which has a recessed cut out of the British fl ag on it.The Chinese handle is made from Chinese maple and has a very geometric uniform design, the Chinese symbol for Chai or tea is on the handle.

E x p l o d e d D i a g r a m

Key1. Clock hand2. Clock face3. Front casing4. Clockwork mechanism5. Back Casing

Material1. Polypropylene2. Printed sticker3. ABS4. ‘Black Box’5. ABS

Outside corner of back casing

Inside corner of back casing

I n f o r m a t i o n C a r d sThe information cards come on the trays. Be-low are example cards typical of each tray. There are twelve teas served across the trays, each tray experience has three teas which are traditional of the culture it represents.

Darjeeling information card for Black Tea experience tray

Other teas include: Ceylon & Assam

Jasmine tea information card for Chinese experience tray

Other teas include: White & Gunpowder

Kukicha tea information card for Japanese experience tray

Other teas include: Sencha & Hojicha

Rooibos tea information card for South African experience tray

Other teas include: Green Rooibos & Vanilla Rooibos

The trays come with these cards to give the consumer an insight into the culture and fl a-vour of the specifi c tea. The backs of the cards will contain information on what TEAS:ME are doing with charity to ensure a sustainable and prosperus future for tea growers.

D e v e l o p m e n t M o d e l

D e s i g n i n C o n t e x t