need help adding about 250 more to my paper

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I do not intend to use tutors work as my own

I need help expanding my paper

I not going to use tutor's work as my own

information

Numi Tea founders, siblings Ahmed and Reem Rahim, immigrated to the United States when they were young children and grew up in Cleveland, Ohio. Reem became a biomedical engineer. Ahmed traveled the world as a photographer and settled for a time in Prague where he opened two tea shops. Reem eventually left her career to pursue life as an artist. In 1999, the two reconnected in Oakland, California, and started Numi Tea in Reem's apartment.

"I think in the positioning of our brand, we wanted to target a certain type of customer base, from the natural health food stores, to fine dining and hotels, to universities and coffee shops, gourmet stores," says Ahmed. "What I've been most surprised about in our growth is the mass market consumer." In recent years, demand by the average American consumer for organic and ethically produced products has exploded. At the same time, economic influences have driven the more affluent and natural foods consumers to large discounters such as Target, super-size grocery chains, warehouse clubs, and online shopping.

Today, explains Jennifer Mullin, vice president of marketing for Numi Tea, the average Numi consumer is female, is college educated, and buys two to three boxes of tea per month, usually green tea. She also buys organic products whenever possible. All of these details, while not surprising, are fairly new. Until Mullin joined the team and formalized its marketing department, Numi assumed its customers fit the same profile as the staffyoung, cool, and urban. While many Numi tea drinkers are all these things, Mullin's findings proved that the company needed to put some additional energy toward targeting the younger, college market. It launched an initiative to raise awareness of the product on campuses where people are more inclined to be interested in issues of sustainability, fair trade, and organics. Because Numi teas are considered a premium product, they do have an affordable, but still higher price point than conventionally produced teas. College students in general have less money to spend, so Numi approached the food service departments of universities such as Stanford to serve the tea as part of their prepaid meal plans. Not only does the food service contract represent a giant account, but it also encourages trial. Sampling is Numi's most successful marketing activity for attracting new users. Students can learn to love the product, essentially for free.

The most compelling reason for drinking Numi tea is its health benefits. The company found that it doesn't need to spend much time talking up the organic aspect of its product. In the premium and natural foods space where Numi operates, organic is expected. There is the threat that as the terms "organic" and "natural" invade the mainstream marketplace, a lack of trust or cynicism may arise as some products will inevitably fail to live up to their labels' claims. This is why Numi relies heavily on educating its consumers about the product. When targeting women, its most valued consumer, says Jennifer, "we have an in-house PR team that works a lot with editors [of women's magazines] to educate them on tea and make sure they understand the healthy properties of tea." They follow up with sampling at Whole Foods or events targeted toward environmentally conscious moms. Numi rounds out the education efforts on its website with more health information as well as in-depth articles on the benefits of specific teas.

Although still young, the Numi brand is expanding rapidly and has enjoyed success overseas as well. Whatever the marketing and PR teams dostore sampling, environmental events, or partnerships with like-minded companies such as Clif Barthey continue to survey and assess the demographic and psychographic profiles of their consumer.

my paper

1.Describe Numi's product line in terms of the four P's of marketing: product, price, place, and promotion.

The P's of marketing described as follows:

a.Product - This product is an organic tea with health benefits and it has a good extent of availability where it can be found in common stores such as Target , right on the organic department section.

b.Price - The price that Numi teas exhibit are higher than the average. They explain in the video that the reason for this is that it is considered as a premium product. Nevertheless, they do mention their availability for an affordable version of the tea, but still higher to be considered under the "affordable" subject within conventional teas.

c.Place - The places in which the product can be found is quite easy. Their places are large stores such as Target, warehouse clubs and online websites. They recently started the plan on approaching the target to students in college. Universities such as Stanford served teas in their food department.

d.Promotion - The target consumer needs to be considered under this point. The average Numi consumer is female, college educated, and purchases around 2-3 boxes of tea per month. This consumer also buys organic products when it is possible. The expectation from Numi, is that people can realize the advantages and benefits this tea has such as the health and taste in order to decide on increasing their budget to acquire this brand of tea.

2.Incorporating product, price, place, and promotion into the strategic marketing management framework, describe the strategic positioning of Numi's product line.

The Strategic positioning of Numi's product line can be considered to stand on a wide distribution-channel. This is because of their high quality due to the high level of health benefits compared to their competition. Also, they are claiming that the taste is better compared to other brand out in the market.The promotion they use is quite heavy, high price, high level of information to consumers in order to obtain more consumers and more collaborators to distribute and sell their product such as the universities. Their price is higher than their competition but this is due to the health benefits of the tea and good taste.

3. Does this strategic positioning make good marketing management sense or not? Explain your answer.

This strategy makes sense for me since socially everything fits up. Starting on their market research they are focusing to the correct type of consumers, in the direction of educated women, colleges and universities. I do not believe the tea will rise at excellent levels in a university since it is not a popular beverage but I can understand that nowadays the trend is very moldable and can change. The current statistics indicate that the students are willing to try this beverage with the right budget. Therefore, the price is the issue that has to be either adjusted or balanced in the universities.Nevertheless, the approach to new customers should not end here. Many more clients can be added to the database as long as more collaborators are in the database, such as the airports. In my opinion and in personal experience I can tell that this place is excellent serving beverages at high prices.