BRIAN, FRANCES, IAN, LILIANA

PRESENTS
Heriteage
by Hain Celestial
 MARKET SHARE LOSS
Hain Celestial has experienced a decline
in market share since 2014

LACK OF LOOSE LEAF TEA

Problems Hain Celestial doesn't have a popular

loose leaf tea brand

LACK OF SUSTAINABLE
PACKAGING
Currently, Hain Celestial doesn't offer
sustainable tea packaging
4 Billion

3 Billion Sales of Tea

in the
2 Billion

United States
1 Billion
Statistics from Passport
Despite the slow growth in 2016 to 2018,
the tea industry in the US is expected to
0 Billion
2016 2017 2018 2019 2020 2021 grow up to $3 Billion by 2021
4%

3%

Decline in
2%

1%

0%
2014 2015 2016 2017 2018 2019
Market Share
6%

4% Statistics from Passport

Hain Celestial experienced a decline in
2%
market share in the past 6 years in
0%
2014 2015 2016 2017 2018 2019
comparison to its competitors
Competitors
Art of Tea
Kusmi Tea Paris
Yogi Tea
Traditional Medicinals
Target Market
High income consumers
between the ages of 18 to 34

HERITEAGE
Pay a premium for socially and
ecologically conscious products.

More receptive to new/unique

product features.
Brand
Extension

Refillable
Loose Leaf
Environmentally Sustainable
Connection to the Producer
 Implies history
Consumer and stories in ways
Insight
others don't
QUALTRICS SURVEY DATA
Mission
Heriteage brings sincerity and
pride to eco-friendly consumers
by providing recyclable and
refillable tea products

Vision
To become a leader at
connecting people around the
world through tea
 Nandi Hills
Black Tea
Nandi Hills, Nandi Hills tea harvesters
Kenya carefully handpick and
skillfully process the Kenyan
black tea, which is known to
have higher levels of
antioxidants compared to teas
from other parts of the world
 Kyoto
Green Tea
Kyoto, Kyoto, once the capital of
Japan
Japan, produces top quality
green tea that includes
catechin, a natural antioxidant
that can play a beneficial role
in preventing diabetes
 Minya
Chamomile
Minya,
Egypt Located on the western bank of
the Nile River, Minya is an
agricultural region in Egypt that
produces the highest quality of
Chamomile
 Clarendon
Sorrel
Clarendon, Clarendon, a town located in the
Jamaica
south of Jamaica, is a main
producer of the Jamaican Sorrel
which is high in vitamins and
minerals with powerful
antioxidant properties
 Caffeine
Starter Pack
$19.99

Black and Green

High quality loose leaf tea for consumers
who seek the benefits of caffeine
 Medicinal
Starter Pack
$19.99

Chamomile and Sorrel

High quality loose leaf tea for consumers
who seek the medicinal benefits of
non-caffeinated herbal tea
 $19.99 STARTER PACK
250 g
Free strainer
Two flavors
Pricing
$9.99 REFILL
250 g
Any flavor
 SOCIAL MEDIA
Utilize influencers involved in health
and wellness
Podcasts offer targeted promotion with
effective endorsements
Portray caffeinated tea as healthy

Promotion alternative to coffee and energy

drinks/supplements.

PRICE PROMOTION
All online promotion will provide 15-20%
discount promo code
Initial in store prices will be discounted
10%
WHOLE FOODS
18% of consumers purchase tea at
Whole Foods Market

MARIANO'S DISTRIBUTION
17% of consumers purchase tea at
Mariano's
STRATEGY

E COMMERCE
16% of consumers purchase tea
through E Commerce
Differentiation Strategy
The refill function tied to our product is the main
point of differentiation.

Eco-friendly strategies and messaging provide the

product with distinct authority in sustainable tea.

Loose leaf is also a differentiating factor.

There is room to provide consumers with a more

novel and traditional tea-drinking experience.
Thank You
Any Questions?

Brian Lee
Frances Agyei
Ian Najda
Liliana Zimbron