1.3 Wissotzky’ Strengths

To come to the best positioning we have highlighted the strongest sides of Wissotzky company, which are:

• Health:

  • Sugar free

  • 100% natural, no additives

  • Gluten free

  • Calorie free

  • No carbohydrates

  • Rich in antioxidants

  • Enhances immune functions

• Natural

• Professionals (Since 1849)

• Passion

• Indulgence

Characteristics of tea brands in specialty segment:

• Natural (Non-gluten)

• Great taste

• Antique/luxury packaging

• Mood of the day

• From origin of tea to consumers trust

Wissotzky’ tea variety:

• Green tea

• Herbal infusions

• White tea

• Robust tea

Wissotzky’ tea qualities:

• Low caffeine or caffeine free

• Source of antioxidants

• Trends like fitness association

• Natural

• Sugar free

• Long lasting aroma

Other Wissotzky’s strengths:

• Family business

• Israel’s quality

1.4 Our Consumers

Research results have shown that our consumers can be divided on 2 separated segments:

• Modern elite, whose main characteristics are:

  • Looking for comfort/convenience

  • Hold to cultural way of life

  • Lifestyle is oriented to the West

• Young status seekers, whose main characteristics are:

  • Urban

  • Willing to take risks

  • Style of consumption: towards trends in the avant-garde milious of major western cities

  • Individualized prestige consumption

• Old technocrats

• New business milieus

• Traditionalists

• New middle class

Conducted research helped us to identify basic consumer trends, which are:

• Healthy lifestyle:

  • Healthy food for grown-ups and for children

  • Desire to look good and stylish in day-to-day life

  • Lower consumption of sugar/salt/fat

• Seeking for convenience (consumption at work), but don’t believe in naturalness of tea bags

• Taste innovators

• Status consumption

• Like to travel

So, we can come to conclusion, that our consumers:

• Hold to cultural way of life

• Live in a city pace

• Want to look good and stylish in day-to-day life

• Want to eat healthy food

• Look for convenience (but don’t believe in naturalness of tea bags)

• Like to try something new

• Like to travel

• Like individualized offers

What we need after the researches is to answer the main question: who are our consumers and what are their needs?

The answer is as simple as it only can be: our consumers need really natural product (now people don’t believe that different types of tea from different companies are natural).

In such concept “natural” means:

• No artificial components, flavoring agents, etc.

• At the same time the consumer wants to get deep taste and aroma.

The conducted research has shown that consumers don’t believe that the leading tea-producing companies offer the kind of tea which can satisfy all the desires.

The market survey has shown that there is a correlation between the varieties of tea tastes and the consumer attitude to the “natural” components. For example:

• Ahmad – few tastes, more natural;

• Lipton: wide product range, not natural

Moreover, nowadays there are lots of tea brands with the wide variety of tea types. Sometimes consumer can’t see the difference between the brands. So, Wissotzky-tea concept can be successfully based on the professionalism guaranteed by the age of the W-company. There is no other tea-company with such a great historical background on the market.