Brand B 360 Analysis. Tea market презентация

Сокращения, используемые в презентации
в рамках обзора рынка чая
TBs/tbgs- teabags (чайные пакетики)
LS – leaf (loose) tea (листовой чай)
Loose CTC – гранулированный чай
PB – pure black (черный чай без добавок)
BF – black flavored (черный ароматизированный чай)
PG – pure green (зеленый чай без добавок)
GF – green flavored (зеленый ароматизированный чай)
HF – herbal fusions (фруктово-травяные чаи)
MT – modern trade (магазины с самообслуживанием)
TT – traditional trade (магазины обслуживания через прилавок)

“B” brand:
Value for money tea brand
Created in 1998 especially for Russian and Ukrainian markets according to taste preferences of local consumers
Has a strong image as warm, caring, convivial and family-oriented brand.
Main brand attributes:
Domovoy (brownie);
Round tea bags.
Brand essence: Warmth than bonds
Main milestones:
1998 - Launch
2000 – Launch of Round TBs (still unique TBs format on RUS market)
2004 – Launch of BF tea (black currant, raspberry and melissa)
2007 – Extention of BF tea range with shizhandra, wild strawberry and linden variants
2008 – Launch of GF range (black currant, raspberry and linden); Launch of Infusions (black currant, raspberry, citrua, apple)
2010 – Launch of Fiesta (PB Bergamot) and Forest Fruits variants
2011 – Extention of GF range with Jasmine variant
Background

Competitors overview
Princess Noory
Princess Java
Princess Kandy
Princess Gita
Producer
ORIMI
ORIMI
ORIMI
ORIMI
Price segment
Upper economy
Economy
Economy
Lower economy
TA
Assortment (ranges)
Main slogan
SOM value, JJ’10
10,5% (loose -2,2% , tbs – 8,3% )
PB, BF
# of SKUs
PG, GF, Infusions
PB, BF
PB, BF
44 (loose – 12, CTC – 2, TBs – 30)
23 (loose – 8, TBs – 15)
18 (loose – 4, TBs – 14)
22 (loose – 8, TBs – 14)
Conservative family users
Young active people seeking new experience
2,6% (loose -0,5% , tbs – 2,0% )
2,3% (loose -1,4%, tbs – 0,8% )
1,4% (loose -0,5%, tbs – 0,9% )
Choice of real princess!
Evokes true feelings
Feel as princess!
You are special!
Health in every tea cup!
Strong tea for strong family!
Women 25-45 who want to feel feminine and refined
Traditional Indian tea
Conservative family users
Share in Company portfolio, YTD’10
34%
8%
7%
4%

Competitors overview
May tea
Bodrost
Golden Bowl
Lisma
Producer
Price segment
TA
Assortment (ranges)
Main slogan
SOM value, JJ’10
# of SKUs
All ranges
All ranges
28 (loose – 9, TBs – 19)
51 (loose – 13, TBs – 38)
30 (loose – 12, TBs – 18)
26 (loose – 2, TBs – 24)
4,3% (loose -0,8%, tbs – 4,5% )
6,3% (loose -2,0%, tbs – 4,2% )
0,7% (loose -0,2%, tbs – 0,5% )
0,8% (loose -0,3%, tbs – 0,5% )
May tea is my favorite tea!
(The only authentic Russian tea)
May Co
May Co
Aromatic. Yours. Golden Bowl.
So tasty that the soul is singing!
Russian Product
Classic is always popular
OtCHAYannaya Bodrost! (extreme CHEERfulness)
Tea for modern, open, hospital, sincere people who appreciate RUS culture & traditions and like communicating with their family
Avalon (Distributor)
Economy
Mainstream
Lower Economy
Lower Economy
All ranges
All ranges
Gives joy of communication!
For family and individual users with good sense of humor (good value for money)
Women 20-40, housewives
Women who love traditions

“B” was rather stable in HY1 2010 despite Economy decline trend. In the end of 2010 its shares significantly declined.
2009

Negative trend was the result of negative trend in both MT and TT.
52%
48%
Value importance, MAT Jan’11

Tea market development
Market growth
Market development

Segment Evolution
SOM value

Tea market development,
Sales value & volume, MAT 08 – MAT 10
+5%
+5% - Growth MAT 2010 vs MAT 2009
+7%
-1%
+10%
-7%
-3%
-12%
-6%

Tea market development,
Sales value & volume, JJ’08 – JJ’10
+33%
+20%
-3%
-1%
-5%
-6%
+33% - Economy segment development vs SPLY

Tea market by price segments
In volume sales tea market decline is driven by all the price segments. Economy and Premium are the major contributors to the market value sales growth

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Tea market by price segments
Premium tea holds significantly higher share in Moscow and St.Pete vs. the 22 cities as well as Total National level with trend to further slight growth.

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Tea market by price segments
In Hyper/Supermarkets Premium prevails in sales while Economy accounts for the highest shares in other channels, esp. in Tr. Food Stores.

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Tea market development: Loose vs TBs
At the same time in absolute volume sales all the formats show tendency to decline. In this respect Teabags remain most attractive segment.

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Tea market development: Loose vs TBs
The growth of teabags share comes primarily from the 22 cities while in Moscow and St.Pete its share has almost stabilized.

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Tea market development: Loose vs TBs
Premium tea prevails in Hyper/Supermarkets and Superettes with slight tendency to growth. In Food Stores and OM Premium is rapidly growing.

PLACE

Market vs Economy players split
Sales volume, Channels, MAT 08-10
-1%
-5%
-15%
-8%
-1% - Growth MAT 2010 vs MAT 2009
+23%
-11%
-10%
-21%
+5%
-1%
-8%
+3%
+6%
+2%
+5%
+6%
“B” is loosing in Superretes & Traditional Food – faster vs competitors

Tea market development : MT vs TT
Traditional Trade importance is more or less stable, contributing ~40% of sales for tea market

Tea market development : MT vs TT
Traditional Trade is still significant for 24 cities and Moscow, while St.Pete is mostly focused on MT

Market vs Economy players split
Sales volume, Cities, MAT 08-10
+3% - Growth MAT 2010 vs MAT 2009
+3%
-10%
-7%
+24%
+32%
+1%
+18%
-7%
+2%
+14%
+13%
-2%
37% - Share of 24 cities
39%
40%
37%
30%
31%
34%
37%
38%
39%
30%
32%
31%
“B” & competitors are developing better vs the market in 24 cities
24 cities’ share in sales for economy brands is lower vs total market figure => potential for growth

Market vs Economy players split
Sales volume, City size, MAT 08-10
-3% - Growth MAT 2010 vs MAT 2009
-3%
-8%
-10%
-5%
+11%
+3%
-14%
-9%
+3%
-2%
-4%
+1%
+8%
-2%
+6%
+8%
“B” sales are growing in big cities (over 250 ths), but declining in small cities. It might be explained by positive KA development
Competitors are better in small cities (10-50 ths)

Market vs Economy players split
Volume share, City size, MAT 08-10
“B” has low share of 1mln cities (same as Lisma). Noory has better positions both in mln & small cities

Market vs Economy players split
Sales volume, Ranges, MAT 08-10
-11% - Growth MAT 2010 vs MAT 2009
-11%
-2%
-4%
-1%
-17%
-32%
+21%
+8%
+21%
+66%
-7%
+3%
+3%
0%
+7%
+13%
-11%
“B” is declining in Loose much faster vs competitors and total market

“B” vs Competitors by ranges
“B” has quite balanced portfolio, though loose tea is weak
Main “B” competitors – Princess Noory & Lisma have much stronger positions in PB TBs segment

PRICE

Price comparison “B” vs competitors
Pure Black 26 tbgs
“B” is in line with strategic pricing vs Princess Noory. However, it is more expensive vs Lisma (1 to 3.5 Rub)
May tea decreased the price significantly, coming closer to economy segment

Price comparison “B” vs competitors
Pure Black 50 tbgs, 100tbgs
50 TBs: “B” is OK both in MT and TT
100 TBs: “B” is more expensive vs Pr. Noory and partly Lisma
50 tbgs
100 tbgs

100 tbgs development,
SOM Value & price per pack
“B” PB 100tbs has the highest SOM value in 22 cities MT where its price is equal to Lisma and
15 Rub lower vs Pr. Noory

Price comparison “B” vs competitors
Loose Pure Black 100 gr
“B” Loose 100 gr has the highest price among competitors on NAT level (both in MT & TT). It is cheaper vs Pr. Noory in Moscow TT and has equal price in Moscow MT, SPb TT, 22 cities MT
В

Price comparison “B” vs competitors
BF, best distributed SKU
“B” is in line with Strategic pricing vs Pr. Noory, but is more expensive vs Lisma. May tea BF has the same price as Beseda BF

Price comparison “B” vs competitors
GF 26 TBs, Infusions 20-25 TBs
“B” GF is the most expensive brand in economy segment (except for Moscow MT & SPb MT)
Price for Infusions is quite high in all channels (especially Moscow MT, SPb MT & TT) while the offer is 20 Tbs vs 25 Tbs of competitors
GF
Infusion

Price gap in TT vs MT,
“B” has much higher price gap in TT vs MT than all Princesses & Lisma

Price map: “B” vs Competitors, PB 20-26 tbs SOM volume & price per pack, JJ’10
“B” (0,5;100)
Pr. Noory (2,1;115)
Lisma (0,8;96)
Pr. Gita (0,7;78)
Pr. Kandi (0,4;93)
May (0,8;96)
Bodrost’ (0,0;109)
G. Bowl (0,1;105)
Price Index is calculated for Best Distributed SKUs:
“B” PB 26tbs Princess Noory High Grown 25 tbs
Princess Kandi Ceylon 25 tbs Princess Gita Indian 25 tbs
Lisma Nasyshenny 25 tbs May tea Otborny 25 tbs
Bodrost’ Indian 20 tbs Golden Bowl Indian 20 tbs

Economy brands price development,
JJ’09 vs JJ’10
17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 Rub
11
10
9
8
7
6
5
4
3
2
1
“B”
Princess Noory
Princess Java
Princess Gita
Princess Kandi
May tea
Lisma
Bodrost’
Golden Bowl
SOM value

Consumer Value Index
Winter 2009/10: (24/08/09 to 14/02/10)
Fair value line
Good value
More resilient
Poor value
Less resilient
Based on trialists
60
80
100
120
140
60
80
100
120
140
Ahmad
Akbar
“B”
Brooke Bond
Dilmah
Greenfield
Lipton
May Tea
Princess Nuri
Princess Gita
Princess Kandi
“B” is perceived as good value for money. All its main competitors are within “fair price” boundaries

PROMOTION

« L »
« B »
« BB »
Greenfield Tea
Ahmad
May Tea
Princess Nuri
Akbar
Dilmah
Princess Gita
Princess Kandi
Data period: winter 2009/2010
Total Communication
%
TV
%
Print
%
Outdoor
%
Radio
%
In-store
activity
%
(1186)
Base
Total
sample:
Communication Awareness by channel
“B” communication awareness is much higher vs its main competitors
(1186)
(1186)
(1186)
(1186)
(1186)
(1186)
(1186)
(1186)
(1186)
(1186)

“B” activities,
2008-2010
TV
Launches
Promo
TV support for promo
Fairy Tale 2
160 GRPs
7/04-27/04
Green
480 GRPs
2/805-08/06
Rosaria
860 GRPs
16/03-03/05
Masterbrand
1099 GRPs 31/08 – 21/09, 01-31/12
Media target: women 25 to 45 yo
GRPs – Adjusted 30”
“B” Green range
“B” Rosaria
“B” Fiesta
“B” Forest Fruits
Fairy Tale (Second wave)
Fairy Tale (Forth wave)
Fairy Tale Pushkin (Third wave)
“B” Core
707 GRPs
01/01 – 15/02
Bears promo
410 GRPs
08/03- 26/04
Velvet taste
253 GRPs
17/05-31/05
Green
345 GRPs
21/07-25/08
Bears
BF 2+1
Smeshariki CD
Smeshariki CD
GF 2+1 (exclusive for OK)
Indian summer
452 GRPs
1/01-3/03
Indian Summer
331 GRPs
01/10-17/11
TV support for promo
Fairy Tale 3
150 GRPs
29/09-20/10

“B” advertising overview,
2006-2009
Over time, “B” shows a consistent and advertising platform
Last ads underperform compared to previous ads
Pergola
Garden
Indian Summer
Green tea
* Change in the branding scale / ** top box
Rosaria
Note: Interviews conducted in big and medium size cities only

Brand Communication Analysis
2009, 30 sec
Tested from 14/09/09 to 15/11/09
Correct visibility for the new “B” TVC which is averagely enjoyed and perceived rather as pleasant, soothing and gentle.
The linkage to the brand is good
The ad communicates well the brand messages
At the end, it leads to a promising effect on brand preference notably in terms of appeal.

Mean score
“B” 2.29
Among total sample
Russian average 4.01
Brand Communication Analysis
2009, 30 sec
Engagement details
(P-ve)
(A+ve)
(A+ve)
(P+ve)
(P+ve)
(P+ve)
(P-ve)
(P-ve)
(A-ve)
(A-ve)
(A-ve)
(A+ve)
“B” among Total sample
Total Russia norm
Ad results above the local norm (95% significance)

PostView TV – “B” ‘Teddy Bears’
Mar-Apr 2010, 15 sec
Postview full diagnosis tested from 12/04/10 to 06/06/10
Hot tea norm: 32%
In 2010, “B” used for the first time a promotional communication already established for Saga in Poland.
The copy struggled to emerge and to get recognised (might be due to the novelty of the advertising approach).
It has been averagely enjoyed and strongly judged as pleasant, gentle and soothing
The intended message has been understood and perceived as new, believable and different.
At the end, it tends to have a positive effect on the brand appeal which is however limited by the low ad visibility.

(P-ve)
(A+ve)
(A+ve)
(P+ve)
(P+ve)
(P+ve)
(P-ve)
(P-ve)
(A-ve)
(A-ve)
(A-ve)
(A+ve)
Total Russia norm
Mean score
“B” ‘Teddy Bears’ 2.25
Russian average 3.93
‘B” Teddy Bears’ TV
Above the norm at 95% min
Base : Total (172)
PostView TV – “B” ‘Teddy Bears’
Engagement details

PostView TV – “B” ‘Velvet’
May 2010, 15 sec
Tested from 07/06/10 to 18/07/10
Hot tea norm: 32%
“B” Velvet Taste ad recorded a limited level of recognition.
The copy did not succeed to communicate properly the news therefore the rational response is not strong
CAUTION: Only 3 weeks on air (380 actual GRPs)

(P-ve)
(A+ve)
(A+ve)
(P+ve)
(P+ve)
(P+ve)
(P-ve)
(P-ve)
(A-ve)
(A-ve)
(A-ve)
(A+ve)
Total Russia norm
Mean score
“B” ‘Velvet’ 2.34
Russian average 3.93
‘B” Velvet’ TV
Above the norm at 95% min
Base : Total (171)
PostView TV – “B” ‘Velvet’
Engagement details

“B” communication perception
“B” Green Campaign
Low spontaneous recall
No remarkable character
Low purchase intent
Positive influence on Beseda brand in general
“B” Black Campaigns
High spontaneous recall
Brownie / Domovoy as a key character
High purchase intent
Big input to Beseda brand image / emotional attributes

Princess Noory promo support
1998
2007
2003
2005
2006
2004
2009
2010
Repositioning
after the crisis and offering economy tea.
Result: leadership in economy segment
Rebranding
to extend target audience, assortment was divided into High Grow and Otbornyi tea
Message: “High quality tea for affordable price”
Media support: -10” and 20” TVCs of Otbornyi tea on Pervyi, STS, Ren-TV, Rossiya; sponsorship of movie programs and talk shows, press support
Sponsorship
Sto k odnomy, Puteshestviya Naturalista, Bolshaya Stirka
TVC “Skazka”
Focus on new audience – women 25-35 that want to feel exquisite
Sponsorship
Who wants to be a millionaire? on Pervy channel,
Period: Dec. 2005 – Dec. 2006, Integrations:- 5’’ BBs, avg. TVR: 7
2008
Radio
In 2007 Princess Nury turned to radio and press and kept 84% SOS on Radio
Sponsorship
Poka Vse Doma on Pervy channel, Period: Jan-Feb, Sep-Dec 2007, Integrations - 5’’ BBs, avg. TVR: 4.5
Fazenda on Pervy channel, Period: Mar 2007 – Dec 2007, Integrations - 5’’ BBs, avg. TVR: 4.6
TVC “Choice of a Real Princess”
Slogans: “Choice of a real Princess”, “Feel yourself as a Princess”, “Lubov’ ne sluCHAIna”, “PRIZnannyi Chai”, “Upoitel’nyi Chai”
Source: www.sostav.ru, www.advertology.ru, www.idea.ru
Promo: 25+ 5 TBs
Tastings
Outdoor
TVC “Choice of a Real Princess”
Slogan: “Choice of a real Princess”
TVC “Fashion Princess”

“B” sponsorship (Social Mission)
Sponsor jingle 10 sec (“B” brand Video)
Branded cups on the table during the show
(3 hours)
Special Social Mission topic to be covered in story/ or special guest once a week
Government Channel, has high credibility among TA
National channel with largest coverage
High affinity
Period: May-June’2010

Competitors’ sponsorship

Sponsorship: Princess Noory
Who wants to be a millionaire?
Channel: Pervy
Period: Dec. 2005 – Dec. 2006
Integrations:
- 5’’ BBs
-PP or announcements, etc.
Average TVR: 7
Fazenda
Channel: Pervy
Period: Mar 2007 – Dec 2007
Integrations:
- 5’’ BBs
-PP or announcements, etc.
.
Average TVR: 4.6
Poka Vse Doma
Channel: Pervy
Period: Jan-Feb, Sep-Dec 2007
Integrations:
- 5’’ BBs
-PP or announcements, etc.
Average TVR: 4.5
Came to the program after Akbar
Dom Byta
Channel: Peterburg 5 kanal
Period: 25.06.2008
Integrations:
- BBs
-PP or announcements, etc.
Average TVR: 0.02
Princess Noory participates in “traditional family” programs

Green
Rosaria
New
Indian
Summer
Fairy Tale
Turn on TV Game
« B » – Teddy Bears
« B » – Velvet taste
The limited visibility of “B” communications in 2010 had a negative effect on the brand communication awareness.
“B” awareness is higher vs competitors
Communication awareness

Green
Indian
Summer
Fairy Tale
Rosaria
New
«B» – Teddy Bears
«B» – Velvet taste
Despite the promotional activation and the launch of the new Velvet variant, “B” usage tends to step back. A recovery has been recorded in the latest period.
“B” awareness and usage
“B”

49%
16%
11%
Awareness
Re-purchase intents
Trial
31%
8%
4%
“B” new product launch summary
Indian Summer
Esmeralda (Green)
69%
50%
40%
24%
17%
Study
average
(1432)
(720)
Tracked from
06/08/07-16/03/08
Tracked from
30/06-21/09/08
Base
(16 porducts)
71%

“B” Pure Black 100tbs promo effect
SOM Value
In MT promo brings good MS growth to “B”, but in TT its effect is weak

“B” 100tbs Bears promo
“B” PB 100tbs promo has low WSD in several cities and almost no presence in TT

PRODUCT

ABC analysis “B” vs competitors,
SOM Value
“B”

Assortment structure “B” vs competitors
“B”
Pr. Noory
Pr. Java
Pr. Kandi
Pr. Gita
Lisma
May Tea
G. Bowl
Bodrost’
Loose & CTC
PB TBs
BF TBs
PG TBs
GF TBs
HF TBs
2
4
8
0
3
4
22
12
18
12
0
0
0
44
8
0
0
1
6
8
23
4
6
8
0
0
0
18
8
6
8
0
0
0
22
9
11
5
2
1
1
29
13
12
7
2
5
12
51
2
4
15
1
4
0
26
12
3
6
1
3
5
30
TOTAL
“B” has much lower # of SKUs in PB segment

“B” vs competitors PB Loose tea tasting results, Q3 2010
“B” Loose has quite good results in terms of taste (superior to Princess Kandy & Gita, equal to Princess Noory Best & Pekoe, but inferior to Princess Noory High Grown). In terms of Intensity “B” is on par with Princess Noory Best & Highgrown

“B” vs competitors PB TBs tasting results, Q3 2010
“B” TBs is inferior to Princess Noory & Kanby, but better vs Lisma in terms of taste. In terms of Intensity it is inferior to Princess Nooty Highgrown, new Golden Bowl & Lisma Ceylon

PROPOSITION

Tea category perception
GENERAL CATEGORY BENEFITS
Tonic/ exhilarant effect
Well quenches one’s thirst
Health benefits
Unites people, creates trust-base atmosphere
Helps relaxing, resting
R A T I O N A L
E M O T I O N A L
GREEN TEA
BLACK TEA
2-3 times a day
Consumed in summer as it has excellent refreshing properties and quenches thirst well
In its «pure» state
3-4 times a day
Often consumed in winter as it warms better
Consumed together with other additional products (varying from sugar/milk to different kinds of sweets)

Penetration of Tea and “B” by Group
Food Innovators
Quality Seekers
Penny Grabbers
Indifferent to Food
Mass Market
Upmarket
Older
Younger
Price-Careless
Dieters
Price-conscious
Dieters
95.3%
16.4%
85
93.7%
19,4%
101
90.8%
16.7%
87
Tea % “B” % Index
95.7%
24.1%
125
94.7%
19.9%
93
93.5%
18.9%
88
Total penetration (drink)
19.3% (12 mln)

“B” is interesting for…
Dieters try to care about their body, need a small support in their hard fight and consider green tea the most healthy drink for them
Food innovators buy food products out of curiosity. Much of their consumption depends on their mood and is not strongly influenced by price. Beseda here can satisfy their need in “warmth” and difference with infusions proposition
Penny-Grabbers prefer Russian products and care about price much. They value the time, spent with their near and dear and are a bit “crazy” about family issues

Food Innovators
Price-conscious
Dieters
“B” target audience,
Women 30-55 (most valued ones 30-40), with families (3+ members of HH), living in small cities (>1 Mio), percentage of housekeepers is high.
From low to middle income group ($1000 per HH in Moscow).
Masterbrand*
Infusions
Green
*Black & black flavored
Medium and heavy tea-bags users
Younger group of consumers, are looking for taste and indulgence in food and in tea in particular
A bit younger then black tea-drinkers, are more aware of trends and innovations
Penny Grabbers
Penny Grabbers
Penny Grabbers
Primary
Audience
Secondary
Audience

“B”
%
Princess Noory
%
Princess Gita
%
Base: total sample (600)
() - Figures from previous time period
- Significantly different versus previous time period
Princess Kandi
%
“B” & Competitors BHC
Summer 2010 vs. Summer 2009
“B” has very high brand awareness (Presence) due to massive advertising
“B” ability to convert consumers from awareness to brand relevance is better than of a key competitor – Princess Noory
“B” lost in loyalty (conviction) vs 2009 and now it’s at the level of Pr. Noory
vs. 2009
May Tea
%

Better quality
Taste/perform better
Appeal more
Different
Better value
Cost too much
Too cheap
Poor quality for the price
Not meet needs
Taste/perform worse
Lack appeal
Ever Tried
Unaided Awareness
Presence
Conviction
And
Advantage
Relevance
Performance
Base: total sample (600)
- Significantly different versus previous time period
Princess Kandi
%
“B”
%
Princess Noory
%
Princess Gita
%
Brand Pyramids Details
“B” tends to work out its negative quality perception & adequacy to needs.

Image positioning mapping
“B” as a popular Russian tea brand, 2009
Note: “Typical Russian brand” has been removed as too polarizing
Typical Russian brand which can be found everywhere
= Beseda brand keys

Category drivers of conviction
Winter 07/08
Share of endorsement*
Relevance through good taste
Performance / Emotional benefits
*based on conviction level of the pyramids of hot tea brands
Brand strengths
Low importance dimensions
Main dimensions
leading to Conviction
Very important dimensions
leading to Conviction
Generic dimensions
leading to Conviction

Base: Total sample (600)
- Significantly different versus previous time period
“B”
Princess Noory
Princess Gita
Princess Kandi
In %
“B” & competitors' image perception Summer 2010
The only strong characteristic of “B” is “Russian Brand”

“B” Semantic Analysis
Conversation
Tea party
Friends/ friendly
Family / Relatives
Old man
House-spirit
Home
Sincere
Cozy / coziness
Warm
Kind, tender
Pleasant taste
Traditional
Saturated
Tonic
Tea
set
Aromatic
Strong
When respondents recall “B”, they first of all think of ‘family/relatives’, ‘conversation’, ‘house’, ‘house-spirit’, ‘old man’, ‘tea party’, ‘friends’. These words are the closest associations with the brand.
“Kind’, “Pleasant taste’, ‘Saturated’, ‘Tonic’, ‘Traditional’, ‘Tea set’, ‘Cozy’
form the second level of associations.
“Aromatic’, ‘Strong’, ‘Warm’ and ‘Calming’ form the third level of associations.
Cheerful
Calming
SEMANTIC NETWORK ANALYSIS OUTLINE:
1. Size of bubbles shows the share of respondents that mentioned the word.
2. The lines show the presence of connection between the words.
3. The distance between the brand and the word is determined by the mean rank of mentions (if the word is pointed out in first mention, second mention etc): the lower is the mean rank the closer is the word to the brand.
4. Associations form levels according to the distance between the words and the brand.
Second level: supplements the first-level associations
First level: “top of mind” associations
Third level: supplement the second-level associations
LEARNING: The brand is most intensively associated with home which in its turn leads to such positive associations as family, warmth and coziness. Emphasizing “Conversation’ also resulted in other pleasant associations with tea consumption : ‘Friends’, ‘Cheerfulness’, ‘Sincere’, ‘Calming’.
“B” is not directly associated with important product characteristics (e.g. ‘pleasant taste’, ‘strong’, ‘saturated’). Respondents recall them only in connection with abstract words.
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“B” Brand Perception
Ipsos, Sep 2009
Well-known brand with a history
Strong and original advertising support
Good-natured image of the main hero –Domovoy
The brand name is well-known for many consumers and supports the positive perception and is directly related with tea category, means the main tea consumption occasion, traditional for Russia: a heart talk while having a cup of tea in the kitchen.

PACKAGE

Players in PB segment: package comparison
“B”
Princess
Noori
May Tea
Lisma
Princess
Kandi
Princess
Gita
Golden
Bowl
Pack
Range (# of SKUs)
Country of origin/ Quality claim
Pack dimensions (25-26 tbs)
Color coding
6
32
17
10
25
14
6
Not stated (Classic, Velvet taste)
Quality (Best, Highgrown, Original, etc)
Origin (Keniyan; Ceylon)
Stated (Indian or Ceylon) + Aroma, Strong, Revitalizing…
Origin (Ceylon)
Origin (Ceylon)
Origin (Indian)
Origin (Indian, Ceylon)
14x6x4sm
13x6x5sm
12x6,5x4,5sm
14x6,5x4 sm
14x6x4sm
White with colored strips for variants differentiation
Broun for Classic and dark-blue for Velvet Taste
Different color for each variant
Broun and yellow (different tints and shades)
Red triangles, colored stripes for variants differentiation
Orange stripes
Red stripes

Players in BF segment: package comparison
“B”
Princess
Noori
May Tea
Lisma
Princess
Kandi
Princess
Gita
Golden
Bowl
Pack
Range (# of SKUs)
Country of origin/ Quality claim
Pack dimensions (25-26 tbs)
Color coding
10
12
6
7
10
14
15
Not stated
Not stated
Not stated
Origin (Indian)
Origin (Ceylon)
14,5x7,5x6sm
14x6x4sm
13x6x5sm
13x7x4sm
12x6,5x4,5sm
14x6x4 sm
Not stated
White with colored strips for variants differentiation
Broun
Different color for each variant
Broun and yellow
Red triangles
Different color for each variant
Red stripe

Players in GF segment: package comparison
“B”
Princess
Java
May Tea
Lisma
Golden
Bowl
Pack
Range (# of SKUs)
Country of origin/ Quality claim
Pack dimensions (25-26 tbs)
Color coding
3
11
1
5
4
Origin (Chinese)
Not stated
14,5x6,5x4sm
14x6x4sm
12x8x6sm
12x6,5x4,5sm
14x6x4sm
Not stated
Not stated
Not stated
White with colored strips for variants differentiation
Green
Green with yellow stripe
Green
Red triangles

Players in HF segment: package comparison
“B”
Princess
Java
May Tea
Lisma
Golden
Bowl
Pack
Range (# of SKUs)
Base for the drink
Pack dimensions (20-25 tbs)
Color coding
6
12
1
Delisted
4
14,5x6,5x4sm
14x6x4sm
13x6x5sm
12x6,5x4,5sm
14x6x4sm
Herbal tea (karkade)
Fruit-Herbal drink
Karkade
Karkade
Karkade
White with colored strips for variants differentiation
Pink
Red triangles
Broun and yellow
Red

“B” packs are less noticeable on shelf in comparison with key competitors – Pr. Noory andLisma.
1. Which products do you remember seeing on shelf?
On–shelf Brand visibility (spontaneous, first mention)
Base: 137/ 137/ 135
%
On–shelf Brand visibility (spontaneous, Total mention)