Year: 2020
Type: dissertation
Abstract: Currently, Americans are suffering from stress; therefore, consumers have a high interest and demand in beverages that provide relaxation and stress relief. As a naturally relaxing drink, tea is becoming popular in the United States. However, people have associated tea with relaxation by experiencing the various steps of the brewing and drinking process. In this article, market research and a content analysis were conducted to evaluate the existing tea products in the U.S. market. The result reveals a vital market gap: there is no ready-to-drink tea product for tea drinkers to relieve stress, even though tea is the best positioned for relaxation occasions. To fill the market gap as well as meet consumers’ demands, I developed a new tea brand based on an innovative bottle packaging system for the delivery of tea, which encourages people to slow down and take a break from their work or study to enjoy a bottle of tea. Keywords: relaxation, Generation Z, tea, brand, system design
Author: Hangyi Zhou
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W3167192963