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建立人际资源圈MARKETING PHENOMENON OF RTD TEA IN THE UK--论文范文代写
2016-04-25 来源: 51Due教员组 类别: 更多范文
51Due论文代写网精选代写范文:“MARKETING PHENOMENON OF RTD TEA IN THE UK”。这篇论文主要分析RTD茶在英国的营销情况，分析了从2004年到2009年茶叶市场销量下降的大背景下，消费群体的改变是其中一个重要因素之一，针对下滑，提出了相应的解决办法。
1. MARKETING PHENOMENON OF RTD TEA IN THE UK
1.1 Market value and volume
Although volume sales in tea market have been declining from 2004to 2009, consumers particularly younger ones turn to other soft drinks, RTD tea as a soft drink is growing its both market value and volume. Iced tea is not likely to be freshly brewed at home, but conveniently ready to drink from a can or bottle purchased at the local supermarket or convenience store. Additionally, there has been much innovation in flavors and added ingredients (RTD Teas Suit Consumers to a "T".,Beverage Aisle, 2008).
The United Kingdom RTD tea and coffee market grew by 2.8% in 2003 to reach a value of $45 million; it grew by 4.8% in 2003 to reach a volume of 14 million liters. The iced tea market accounts for 100% of the United Kingdom's RTD tea and coffee market, however, it only accounts for 1.8% of the European RTD tea and coffee market (RTD Tea & Coffee, Datamonitor, 2004).
In the UK beverage market, RTD is not a recruit even it is only a small sector in whole soft drink market. In September 2005, Tetley extended its T of Life range with T of Life Light, a range of four low-calorie tea-based drinks aimed at 18-35-year-old women. This followed the launch in August of Tetley’s T of Life Green Tea & Apple Iced Tea. Other tea launches included the Nestea iced tea range, developed as a joint venture between Nestlé and Coca-Cola and introduced in May 2005, and Cice Swiss Cannabis tea, which is positioned as a healthy drink for everyone, including children (Mintel, Jan. 2006). Cice Swiss Cannabis Iced Tea is said to promote a feeling of peace and relaxation, although it does not contain the same type of cannabis that can be smoked; Vimto’s Unwind is a still drink said to be calming after a stressful day, due to its use of chamomile and passiflora, while Uplift, also from Vimto, is a sparkling drink with guarana and ginseng, said to give a natural high (Slimming Foods – UK Mintel report, 2006). The major suppliers in the market are Lipton Iced Tea with £1.4 million market value and Twinings Iced Tea with market value£0.424 million.
Twining company launched one of the most successfully RTD tea which is Green Tea and Lemon Iced Tea. On Excellence in Food and Drink Awards 2005, Twinings Green Tea and Lemon Iced Tea was the winner of Soft Drinks Sector. "Very refreshing" was the judges' description of Twinings Green Tea and Lemon Iced Tea. Iced tea is worth some £10m in the out-of-home market as consumers continue to opt for healthier, non-carbonated soft drinks. (Excellence in Food and Drink Awards, 2005)
1.2 Market forecast
Along with healthy being trend in the UK, RTD tea market predict with good prospect. In 2008 the United Kingdom RTD tea and coffee market is forecast to have a value of $54 million, an increase of 19.6% since 2003, it expects to have a volume of 17 million liters, an increase of 24.9% since 2003. The compound annual growth rate of the market in the period 2003-2008 is predicted to be 3.6%. The strongest growth is predicted for 2008 when the market is forecast to grow by 3.9%. The compound annual growth rate of the market volume in the period 2003-2008 is predicted to be 4.5%. The strongest growth is predicted for 2008 when the market is forecast to grow by 5.1% (Table 5 and Figure 6, RTD Tea & Coffee, Datamonitor, 2004).
Chapter 2: METHODOLODGY OF THE RESEARCH
2.1 Methodology in use
A methodology shows how research questions are articulated with questions asked in the field. Its effect is a claim about significance’ (Clough & Nutbrown, 2002).
In the dissertation, both secondary research and primary research are using to deeply gather information in scientific aspect and phenomenology aspect to understand RTD tea market in the UK.
2.2 Primary research
Primary research and analysis help gain customer insights, help vendors and companies develop an understanding of their customers. It will also identify the requirements for attaining customers. Information that is original and gained outside of the organisation is called primary research and what follows has been selected is relation to ready-to-drink tea beverages (Kaplan, 1973).
2.3 Focus Group
In this research, the primary research is based on secondary research, collected relative data to design questions from the focus group. Focus group is the method of exploratory research was considered, as it is relatively inexpensive method of obtaining qualitative data from consumers (Sekaran, 2003). Focus groups used to collect qualitative data regarding consumer preferences, opinions and general views regarding products, product ideas and any overall concept feedback. The focus group data collected through specific questions in interviews, to understand consumer concepts of RTD tea product especially RTD green tea, to gain a better understanding of consumers attitudes towards tea and green tea consumption, and to carry out a taste test of variety tea beverages. In additional, from the results of focus group to create questions which could use in a questionnaire.
The focus group was conducted on 17th of April, 2010 in Student accommodation of Anglia Ruskin University. The group consists of 7 full-time undergraduate students who are 3 males and 4 females, aged between 21 and 27 from the University of Kent and Anglia Ruskin University. The group of people would not necessarily represent the wide spectrum of all consumers, in the focus group, 4 female out of 7 responders were picked up.
The process took about 1 hour and 30 minutes, free drink and food had been provided such as green tea, black tea, rose tea, bottle iced green tea with honey and lemon flavoure black tea, biscuits and chocolate.
2.4 Questionnaire
Questionnaire is quantitative research to gather through structured questions (Sekaran, 2003). The questionnaire was designed based on our secondary research and the findings of focus group.
The questionnaire was structured-undisguised which easily administer, simple tabulate and analyse (Sekaran, 2003). Standardizing questions have been used in the research to ensure that all respondents are replying to the same questions. There was a definition of RTD tea to ensure respondents have same understanding of each question.
Twenty-three questions composed the questionnaire into two sections, in which five general questions for personal information, rest questions were designed for discovering the factors in RTD tea consumption and to gather detailed information from the degree of agreement which referred respondents’ attitudes towards taste impact into consumption decision making.
Time, budget, personnel and reliability factors took into the consideration of sample size (Sekaran, 2003). Having considered these factors, a 200 sample size decided, which matched 150 responders was the most suitable size when some limitation in time and money which was according to Sekaran (2003).The location to gathering these information was in the city centre of Cambridge and the Tesco in Cambridge (New market road). Time period takes from 10th of June until 1st of July. The average questionnaire done each day was 10/day. The sample was 200 adults over 16 years old, 111 Females and 89 Males. There was 50% respondents drink RTD tea, 50% respondents do not drink RTD tea.
The two sections in questionnaire (more detail to see Appendix Questionnaire) are:
Section A:
– Questions about perception of RTD tea
– 18 questions included
– Dichotomous Scale, Category Scale and Likert Scale
Section B:
– Personal Questions
– 5 questions included
– Dichotomous Scale, Category Scale
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