Market TrendsChocolate Tea • Pure is the new natural • Premium stands out • Forty is the new twenty • Dark Chocolate is Good for You • Boom for Protein • Speciality tea continues to outpace regular tea sales in dollars volume • Contains catechins and antioxidants that help fight off cellular damage in the body • Supports weight loss • Consume at least 3 cups of green tea per day • Preventative against cancer, heart disease and high cholesterol
Our Product • Tea Tea Bar is a premium chocolate bar consisting of five 70% Swiss dark chocolate coated balls • Each ball is filled with one of three flavours of silky soft dark, milk and/ or white chocolate embossed with our signature leaf. • Each ball is infused with 1 full serving of all natural pure green tea to give it its unique and delicate flavour. • Each ball is individually wrapped in green/ gold foil. • Only 60 calories per ball, grams of protein
Target Market and Demand • Women ages 30-55 • Single, married, mothers, professional career oriented • Urban, upper middle class • Live a busy/ stressful life • Health conscious, follows current health and food related trends • Regularly consumes chocolate and green tea • Believes in the health benefits of both dark chocolate and herbal teas • Regularly practices yoga and or follows a fitness routine
Our Price and Placement Tea Tea bar is a premium high end chocolate bar and will priced and promoted as a luxury chocolate line. Competitively priced at $3.79 for our standard five ball bar. Expansion of premium/ luxury brands into the mainstream is a result of growing demand for higher quality chocolate at a more affordable price. Placed in all similar avenues as our competitors: grocers, department stores, coffee shops, speciality tea stores, book stores, convenience stores, malls etc.
Positioning • Tea Tea Bar promotes guilt free indulgence • Improves the incidence of healthy snacking because it satisfies the sweet tooth as well as provides the daily suggested serving of green tea • Higher price, higher quality
Marketing PlanObjective: To obtain a 1% market share of the Canadian chocolate industry by 2015. • Hide and Eat Campaign • Hide Tea Tea Bars in different store fronts • Post clues on Twitter and Facebook • Food Truck Friendzy • Partner with Toronto Japanese Food Truck “Momofuku” • Provide Tea Tea samples to food truck customers • Trade Show “Tea Bar” • RWF, International Wedding Show, CanFit Pro Convention • Bar lounge, 19+, green tea infused cocktails and chocolate samples • Print Ads • Lifestyle/ Emotional Appeal • Woman by day vs by night • Fashion, Fitness, Food & Wine