Numi Tea Case Study

1. In the first part of the video, Jen Mullin, the Vice President of Marketing for Numi Organic Tea, clearly describes their typical customer. Using the information on segmentation you learned from reading Chapter 8 in Lamb, et al. (2014), discuss who the customer is and how the Numi marketing team figured that out?

ANSWER:

Numi Organic Teas primary customers are organic friendly moms and educated women that are tea lovers (especially green tea. Numi’s marketing team determined their market by utilizing demographic segmentation. Their method to accomplish this was to offer free samples and then collect data to determine the demographic that showed the most interest in their product. BY looking at the customers that purchased their product they were able to determine

This brought on the opportunity to increase their customer base and increase sales

7) Numi Tea uses premium ingredients to create a premium tea at an affordable price, according to Jen Mullin. This is a form of ______________________ that the company uses to distinguish their products from those of competitors.

a. Perceptual mapping

b. One-to-one marketing

c. Product differentiation

d. Market segmentation

ANSWER:

The use of premium organic ingredients shows that Numi Teas uses product differentiation to make their product stand out. They offer free samples so that consumes can taste there product and compare to others. The have found tasting there product allows consumers to really enjoy the product. 8) Which of the following is the least likely targeting strategy that Numi Tea would select to market their products?

a. Undifferentiated targeting

b. Concentrated targeting

c. Multisegment targeting

d. Niche targeting

ANSWER:

Undifferentiated targeted would least likely be a good target strategy for Numi

Organic Tea Company. This is because they offer many different teas and have a large that