“Honest Tea seeks to provide bottled tea that tastes like tea a world of flavour freshly brewed and barely sweetened. We seek to provide better-tasting, healthier teas the way nature and their cultures of origin intended them to be. We strive for relationships with our customers, employees, suppliers and stakeholders which are as healthy and honest as the tea we brew.” (Honest Tea Mission Statement)
As the name suggests Honest tea is a brand that produces 100% organic iced teas, aimed at the health conscious. In this assignment I will attempt to, identify the target market, conduct a situational analysis as well as set SMART communication objectives for the brand.
Identifying the target audience:
In order to identify the target
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Behavioral:
Regular/frequent purchase, benefit driven, great tasting drink that’s also good for the body)
In a nutshell, a brand needs to know its consumers to be able to provide them with premium products and service as well as to communicate theses benefits through the right channels.
SWOT analysis:
The purpose of the situational analysis is to look at a company’s internal environment in terms of its Strengths, Weaknesses, Opportunities as well as Threats, this enables the company to then set objectives accordingly.
STRENGTHS
- The only bottled tea company whose products are all 100 percent USDA organic certified.
- First in its market to brew its tea from tea leaves as opposed to artificial powders.
- Solid brand identity as well as a powerful mission statement.
- Transparent and customer driven strategy
- Embodies socially responsible business practices that support the companies’ mission.
WEAKNESSES
- Advertising isn’t as widespread as that of competitors
- Negative connotation attached to health beverages’ by the public (one assumes that if something is healthy it won’t taste nice)
- Although the brand has been around for a long time, it is still not at the stage of popularity that it should be at
OPPORTUNITIES
- Health and well being is currently a booming market, Honest Tea already has a strong “foundation” and they can capitalise on that
- Honest Tea could broaden their distribution and marketing
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