Argo Tea final paper - Grade: A PDF

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Argo Tea final paper...

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The primary target audience of the company was found by evaluating and analyzing information from tea lovers and healthy minded individuals, which totally embrace the Argo Tea lifestyle. The company is very passionate about bringing teas and vital ingredients from around the world and blending them into a unique, delicious and healthy tea-based beverage. The brand’s success relies on to several factors, from the product evaluation and innovation to what tea lovers have to say regarding the product, especially those seeking the healthiest tea option out there. Dana Dimitri, marketing director, stated in an interview, "Great taste is critical for repeat purchase and the new Teappuccino line from Argo Tea delivers. It also meets consumer demand for innovative, healthy drinks with real ingredients, including proteinpacked milk and real fruits, flowers, spices and herbs. The fact that Teappuccino is shelf-stable, convenient, and perfect for on-the-go is just another added consumer benefit". Argo Tea is more than just a brand of tea, it’s an experience that brings the customer back in time to the field where that tea leaf came to life. The original target market has not changed, but has expanded into the demographic of the store location. The demographics of the company varies between the age from upper 20’s to mid 35’s. The audience is predominantly women, although there is not a specific gender, living an urban life with a steady income. Lately the company brought their culture of tea closer to college campuses, believing that hitting consumer at the right time of the day, such as students during their break between classes or after school, will make them seek the product. The strategy of opening Argo Tea shops in urban settings facilitated and helped to expand the brand awareness quickly and it also helped acquire customers beyond the city. Also, the company informed the public through

sponsoring New York City Bike Race and Chicago Bike Race, which created a very important buzz around the product. The big next step for the company after settling down in urban areas was, find a way to expand their retail channels. Whole foods has been a longtime retail partner for Argo Tea, and now that the grocery store has been acquired by Amazon, the company sees a very big future ahead in terms of retailing. However, Whole Foods is not the only retail channel, the company has a very long list of partnerships with other important retail shops, such as Trader Joe’s, 7 Eleven, Target, Walgreens, Costco and Walmart. The common factor that connects this retail shops all together, is the fact that the company wanted the product to be accessible to everyone, and available everywhere starting from convenience stores to healthy food ones. At the end though, the natural and direct channel, which is buying the product from an Argo Tea location, remains the essential part of the experience that the company is allowing consumers to have, while sipping on their favorite and unique tea in the market....