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Product Launches: Tea
Posted By: winspb* on 1/16/2005 5:56 AM (CST) 125 Points
We have a small tea shop and we are launching a range of these teas in a bottle. 2 flavours to start off with and more to follow. We were wondering what sort of launch we could do on a small budget to make it more effective. We have a list of liquor store and restaurants which we can invite but how to persuage them to go to a launch for an unknown product?

Posted by: Jenn Member Response
1/16/2005 2:44 PM (CST)
Hi,

I would love to help you out here. Consumer products are my specialty. First, a couple of questions...

1. What is the image of your tea shop? Is it petite and old fashion or modern and bold?

2. What exactly is a small budget?

3. Are you selling this product in the marketplace (or is it already sold?) or simply launching this new tea as a drink you offer in your shop?
 
Posted by: SRyan ;] Member Response
1/16/2005 2:53 PM (CST)
It appears that you're a new member, so let me encourage you to use the existing resources on this site.

There's a Search Questions link on the right side of this page. Click it, then try the keywords "product launch" to see earlier Q&A threads on this topic.

You can also try "product launch" in the Search box at the top of this page to see if MarketingProfs has published any articles.

Good luck!
 
Posted by: Sanjeev Kumar Vyas Member Response
1/17/2005 3:31 AM (CST)
Valid questions by jnicken
 
Posted by: Bill Moore* Accepted Answer
1/17/2005 9:32 AM (CST)
I have been involved in consumer product launches for 23 years. If you need help drop me a line.

The best means in which for you to kick this off is through sampling so you can start accumulating consumer research. You need to differentiate yourself from the competition as well, which is stiff as you know. Consider capitalizing upon your local market to begin with. The old adage "the local guy gets the order" often applies.

I would really need to take a look at the product, market, etc. to give you some solid plans, however, regardless sampling will play a key role.

Regards ... Bill Moore
 
Posted by: Bill Moore* Member Response
1/17/2005 9:33 AM (CST)
I have been involved in consumer product launches for 23 years. If you need help drop me a line.

The best means in which for you to kick this off is through sampling so you can start accumulating consumer research. You need to differentiate yourself from the competition as well, which is stiff as you know. Consider capitalizing upon your local market to begin with. The old adage "the local guy gets the order" often applies.

I would really need to take a look at the product, market, etc. to give you some solid plans, however, regardless sampling will play a key role.

Regards ... Bill Moore
 
Posted by: Colleen Sharen* Accepted Answer
1/18/2005 8:39 AM (CST)
We tried this idea with artisan bread and bakery goods, and it worked well.

We gave some product samples to local restaurants for free (usually a day or 2 supply). We asked that they give us the feedback of their cooks/chefs, and server and customer feedback in exchange for the free product.

If the product was good, inevitably we got orders immediately for the product. If it needed work, we got low cost product research that allowed us to refine the product -- and interestingly enough, the restaurants often ordered the "new and improved" product.

A small winery in BC called Burrowing Owl tried this tactic with their new wines, and 100% of their output is now sold through food service -- it's actually very hard to get this product, which has given it a nice niche in the premium wine business.

Good luck with your product launch. If there is anything I can do to help, please drop me a note.

Colleen
 
Posted by: Roxana Accepted Answer
1/18/2005 4:08 PM (CST)
Ideas for attracting people:
A. Free Tea
1. Announce a "Tea Day" and offer outside your shop a free cup of tea and a cake to everyone who accepts.
2. Throw a "Tea Party" with local neighbours - tea for free and a glass of champagne, everything else with money (low budget?).
3. Offer free tea to the public of a teather or cinema.
B. Concern about health or "live the taste"
1. Write to the neighbours how healthy is to drink tea - quotee studies, explain medical principles etc..
2. Write on your shop window, on the package, on a large billboard about the tea properties.

How to convince the persons on the list to come:
- invite them to a free "restaurant management" seminar sponsored by you (find an excelent speaker and a suitable place)
- invite them to meet each other to a tea party
- write a very powerfull letter and include a sample
- visit them and give them the sample (a large, colorful box with different flavors will do better than a small package)
I hope this helps.
 
Posted by: abhatla* Accepted Answer
1/19/2005 4:15 AM (CST)
Your shop should be an experiential place with great ambience to sit and relax. Position it as a place where `Tea drinking should be a way to spend quality time with someone you love`(I dont know how much space u have got, but manage with awhat u have)

With your small budget u can do the following
1. Print posters and danglers showing the new product in an exciting and visually appealing way. Place these at the front window, opposite the main entrance, danglers hanging above the main sitting area etc.
2. Print 5000 product pamphlets and dsitribute them in your neighbourhood.
3. Tying up with local restaurants for free samples is a pretty good idea as outlined in the above responses. Also try free sampling with local communities in your neighbourhood.
 
Posted by: Mushfique Manzoor Accepted Answer
1/30/2005 3:34 PM (CST)
hi winsp

i like the experience shared by Colleen. great idea to implement. so far some great ideas from the experts. my 2 cents, on top those, are....

1. you are already a tea shop and people come to have tea. so make small sample packs (like a lidded
disposable cup of tea) and display them for sampling.

2. whoever comes into your shop to have tea offer to have a cup of the new flavoured teas. and then they can take a sample cup to taste it later if consumers want.

3. a promotion that gives any person who takes tea or anything in the shop will get a cup of new flavored tea.

4. send in a coupon with the newspapers offering discount onthe purchase of new tea.

5. for launch day, ensure your shop and its nearby roads are covered with Buntings, and posters declaring your launch.

6. i dont know the location of your shop, but place a Mega size banner stating the punch line of your brands and create excitement among the consumers, the punchline can be "Have YOu Tried it Yet?".

7. ensure that the entire staff of the shop wears the same color dress (preferrebly the color of the flavour)

8. install some branded mobile vending carts with having shades colored in the brand/flavour color to attract attention in crowded places, and consumer frequented areas like malls, movie theaters, plazas, parks, squares etc. to sell the tea.

hope that helps. if anything more comes up will get back.

cheers!!
 
Posted by: Shelley, MProfs Moderator Response
3/6/2005 7:29 AM (CST)
Everyone, I am closing this question since it's growing a few cobwebs (and because I can). Thanks for participating!
 


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