[ Thesis Project Action Plan ]
The tea industry is in a great phase of expansion, due to many factors. Ready-to-drink tea sales account for the largest area of expansion- which has increased more than 17 times over the past decade. Tea is increasingly being considered a health food by the majority, and this is another great catalyst for growth. Bagged tea dominates the market, but specialty tea is another area that is seeing increases.
The unique factors that differentiate Teavana from its competitors are exaltation, satisfaction, peace and freedom. I believe that I can communicate these brand essences through an inviting, sensory-inducing, serene, relaxing, caring and intuitive multi-media campaign.
The Tea Association of the USA. (2011). Tea Fact Sheet. Retrieved January 24, 2013 from:
Simrany, J. (2012). The Tea Association of the UStA. The State of the U.S. Tea Industry. Retrieved January 24, 2013 from: