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World Green Tea ConferenceSession 2
Strategies to Promote Consumption of Green Tea
in the USAPresentation by
Joseph P. Simrany, President
Tea Association of the USA
November 2-4, 2007
2
Review of the Competition
• Soft Drinks
• Coffee
• Bottled Water
3
Soft Drinks – Pros/Cons
• Taste Good
• Many Flavor Options
• Satisfies Thirst
• Portable
• Convenient
• Inexpensive
• Good Marketing
• Concern with Obesity
• Empty Calories
• Added Caffeine
• Tooth Decay
• Marketing Manipulation
• Fear of Artificial Ingredients
4
Coffee Pros/Cons
• Taste
• Habit
• Aroma
• Stimulant
• Low Cost
• Mental Alertness
• Ease of Preparation
• High Caffeine Content
• Health Record?
• Bad Breath
• Concern with “Addiction”
• Coffee Jitters
• Withdrawal Symptoms
• Limited Iced Appeal
5
Bottled Water Pros/Cons
• Good for Health
• Refreshing
• Portable
• Satisfies Thirst
• Medically Endorsed
• Trendy
• Natural
• Fear of Tap Water
• Clever Marketing
• Expensive
• Wasteful
• No Taste
• Minimal Health Benefits Outside of Hydration
• Bad for Environment
6
How Does Tea Compare?
• Tea shares most of the Pros with the possible exception of being under marketed
• More difficult to prepare in the home and out
• Not as universally accepted by consumers
7
How Does Tea Compare?
• Tea doesn’t share any of the negatives
8
Clear Course of Action for Tea
• Tea requires more marketing & promotional activities to communicate attributes
• Find easier ways to prepare both in the home and in the foodservice environment
• More sampling activities directed to consumers
9
Green Tea – Drivers of Consumption Session 2
• Encourage more scientific research
• Promote the findings to maximize media impact
• Organize Tea Tastings for the media & trade
• Exhibit at Tea Trade Shows
• Sampling is the key to consumption
• Organize a Tea Tour to Shizuoka
• Start to make package claims where permissible
10
Tea’s Potential Vulnerability & A Solution
• Potential Adulteration
• Social & Environmental Issues
• Adopt a Universal Code of Conduct to include Social Welfare, Good Manufacturing Practices, Concern for the Environment & Sustainability issues
11
Thank You