Assignment on Consumer Behavior of Zealong Tea
Added on 2020-05-28
7 Pages1646 Words358 Views
Marketing
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Consumer Behavior of Zealong TeaBackground:•Zealong tea began its operations in the year 1996 from New Zealand itself. •Tea is farmed organically and is residue free.•The products are available in four flavour tones which are- our, aromatic, dark andblackThe fluctuating weather conditions of NewZeland make it a perfect for the purpose ofgrowing tea. The company also practices a number of different approaches for gainingcompetitive advantage over other similar market players. As mentioned by East, Singh,Wright &Vanhuele (2016), the company has a no compromises approach to quality whichplaces its products at the nice both nationally and internationally. Some of the aspects whichcould be certified by the company to gives a market advantage over others are that the tea isfarmed organically and is residue free. With the growing health and environmental concernmany people have stopped using chemically processed food products worldwide. Ascommented by Biswas & Roy (2015), people worldwide are shifting towards the use of moreand more organic substances as well as food product. Marketing strategies•Zealong places special importance upon branding and positioning such asdeveloping elegant package designs.
•To gain a competitive advantage Zealong has also focused upon building high qualitytea ware items•purity of the product which could help in the optimisation of the health and well beingof the customers•Zealong picks up only the top three leaves which are also emblem onto the package.Additionally, the company palces special importance upon its brand name, where ituses the name New Zealand Oolong, where ‘oolong’ means black dragontea("zealong.com", 2018). It is a perfect match for Newzeland grown product.Additionally, the colour black is symbolic of national pride of NewZeland which helps inconnecting with the sentiments of the local people. However as argued by Parsons,Maclaran&Chatzidakis (2017), the colour black is associated with negative emotions inmany countries across the world. Therefore, the bold decision to go black was used as a marketing gimmick by thecompany to gain global market attention. To gain a competitive advantage Zealong hasalso focused upon building high quality tea ware items. This was offered as a free giftmaterial along with the tea pouches which also ensured that more number of targetcustomers would purchase the tea packets. Some of the aspects zeroed in by the companyfor gaining market advantage over others such as purity of the product which could helpin the optimisation of the health and wellbeing of the customers (Godey et al., 2017). Function of attention and perception in consumer behavior•Perception of choice varies in different customers in the matter of choosing products
•The marketing can play essential part in altering the perception of the peopleOne of the crucial parts of all marketing plan is to understand the perception and behaviorof the customers. With the help of the effective brand communication strategy it is possible toinfluence the mind of the customers as they chose a particular brand of product. The majorstrategy includes that of the attractive packing systems (Hudson et al., 2016). The main purpose of marketing perception is to ensure that the features that are used withinthe products are according to the needs of the customers. Proper exposure of the product andservice will enable a brand to get poplar with the target customers (Oliver, 2014). Techniques that Zealong uses to influence the stimuli•The company gives priority to the packing systems to increase the attractiveness •The naming of the brand Zealong means black dragon tea. This naming helps in thepurpose of attracting the customers. The attractive looking packages is considered to be one of the essential components of thestimulus influencing agents that are being used by the Zealong brand to influence upon thetarget group of customers. The naming of the brand is also one of the essential marketingstrategy, that will help the customers to easily connect with the product value of the company(Zealong.com., 2018).
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