© Sencha & Madame Butterfly
Sources:
Le Marketing à l’heure des thés
Syndicat du Thé et des plantes à infusion
USA Tea association
Planetoscope
Art du thé
#TEA MARKET MAPPING
2 Axis :
High-end to Low end ☛ reference to the price positioning
High end being the closest to luxury and Low-end to the bottom of the range
Medium : middle range
Traditional to Innovative ☛ reference to the brand image
Traditional being the closest to roots tea universe and Innovative to contemporary Medium : classic vision
6 families of positioning on the Tea market :
☛ World explorer like an invitation to travel
☛ English Tea Afternoon like a sunday at the Queen's court
☛ Roots Experience like a return to the roots
☛ Daily basics defined like a weekday morning
☛ Spiritual essence like a beauty care
☛ Healthy Nature like a call of the wild
© Madame Butterfly