Business case study
Costumer Segmentation
The Multi national company Tetley has decided to create a new system for their tea, they are deciding to have a tea dispenser in local shops in the UK, what the customer has to do is go with the Jar (from Tetley) that will contain different types of tea and get the tea from the supermarket container, once the costumer get’s their tea from the supermarket container it will take the tea home with their jar, (think about this jar as a multi-section jar with the purpose of having different types of tea). When the costumer gets home the costumer will take a metal capsule and put the tea from the jar inside it, this metal capsule has holes in it and it is about the same size and the same shape as a strawberry. The costumer then puts the capsule (with the tea inside) in the cup of hot water and the tea dissolves naturally in it.
Think about these three components of the project
1. The large container in the supermarket
2. The jar you have to get the tea with
3. And the capsule (tea bag) you put into the hot water
To answer this case study in detail think about the following aspects of costumer segmentation and how it can be successful in the marketing and revolutionary for Tetley, Remember that the costumers you are trying to target are in the UK.
1.How can you make the costumers keep on using the jar?
2.What is the demographic of this costumer? What group of people must be targeted so the marketing works
3.How can this idea marketed as an experience (Think about the Nespresso business model).
4.Create a persona (User experience) for the costumer segmentation
5.What strategies can you use for this whole Supermarket container-Jar and tea bag capsule system be effective in sales.