Marketing Concept: Bringing Green Tea into India

Bringing the Natural Taste of Green Tea to India from Lance Shields on Vimeo.

This is a concept movie I created explaining the marketing plan for a marketing course project in the McGill MBA Japan program. “Emerald Tea” is a fictional green tea brand that we propose bringing to India as a new product and healthy lifestyle choice. The Emerald Green concept movie intends to express the high level concept, the brand experience, the healthy lifestyle of the target customers and the value proposition and mission of Emerald Green.

We’d love to get some feedback on the marketing idea and the concept movie in the comments below. Any other ideas of how to successfully bring green tea to India would be much appreciated by myself and the team. Also make sure to watch it with the volume on on your computer or headphones.

Background:
Black and Chai tea drinking is a major facet of the Indian lifestyle however in tea processing much of the health benefits of the natural green tea is lost. Drinking green tea is reputed to be helpful in high cholesterol levels, cancer, rheumatoid arthritis, cardiovascular disease, infection and impaired immune function. Two of our team members (Rama Panda and Murtoz Kotkunde) are natives of India and have firsthand market experience.

Team:
Rama Panda, Murtoz Kotkunde, Lance Shields, Mayo Baba and Miki Yasuka

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This was written by Lance Shields. Posted on Sunday, January 11, 2009, at 7:52 pm. Filed under marketing. Bookmark the permalink. Follow comments here with the RSS feed. Post a comment or leave a trackback.

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hiv symptoms 1 year ago 1 point
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Green tea is already being used in India.People here are mostly using green tea as it adds extra flavour and is more refreshing.

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1 /people/spsdel99/ /people/spsdel99/following/ http://www.checkhivsymptoms.com

Priyanka 1 year ago 1 point
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Green tea has entered into indian market and to be precise, indian household. And while i thought Jasmine tea was a novice concept, I realized that Jasmine tea is also a common name.
But on the other side, it is not a concept known country wide concept, as the market segment and income groups are diversified. Also the masses are not aware of it as the regular "chai". So typically you will not find it as a rack product in a general cafe or restaurant.
Hope this helps

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http://veganbond.wordpress.com

Herbal Tea Remedy 1 year ago 1 point
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i would have thought that india was already down with green tea? i like the marketing behind it though

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http://herbal-tea-remedy.com

Kerry 1 year ago 1 point
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The concept is sound and brand proposition is clearly expressed by the video.

Assume you've done/plan to do the research on how this concept resonates rationally and emotionally with your target consumer.

Devil's Advocate:
1) aren't there existing herbal/natural products that are already part of the Indian culture? (substitutes, alternatives, similar concepts)
2) are you trying to build a brand or a business?

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B.Lab

Marketing Concept: Bringing Green Tea into India

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