Marketing segmentation opens possibilities of various segments of the market. On the basis of segmentation the firm needs to solve, how many segments it is necessary to capture and how to define the most favorable segments. The firm can use three strategy of coverage of the market: undifferentiated marketing, the differentiated marketing and the concentrated marketing. Within this work only two first strategy are necessary.
The packaged tea. 70% of the population of the planet give it preference. In packages there has to be a small tea leaf, but not dust or a tea crumb. Specifics of such tea that at the small leaf filled in a bag is more than an area of contact with water. It boils soft quicker and at once gives extractive substances. Bag paper has special value: it has to be moderately porous, not bleached and not give smack.
Fruit and grass teas cannot be considered as the real tea as the tea leaf in them is not present. They contain the toning or calming collecting herbs. Fruit teas - the made dry slices of fruit. Are good that do not contain caffeine and they can be drunk for the night.
The differentiated marketing - firm decides to act on several segments of the market and develops the separate offer for each of them. Offering various goods, the firm hopes to achieve growth of sale and deeper penetration on each of the segments of the market mastered by it. Thanks to consolidation of a position on several segments of the market the firm is identified with this commodity category.
Red and green teas are intermediate between black and green. For yellow tea use younger escapes, mainly kidneys. For it very pleasant, hardly tart taste and strong infusion is characteristic.
Marketing segmentation determines extent of specialization of firm in various markets and by different goods. Segmentation is the cornerstone of distinction in consumer habits, requirements, financial resources, etc. Any of these variables can be the basis for segmentation. There are branches where full segmentation is applied - meets in the markets where the number of buyers is not enough, and each buyer is considered by firms as a separate segment.
Granulated tea is the tea leaves twisted in cars. On boxes usually there is S.T.S's abbreviation. Production of such tea is mechanized that deprives of it considerable part of aromatic and useful substances. But infusion turns out very strong. Usually it is drunk with milk or a lemon.
Speaking about advance of goods, it is possible to note that the presented firms use different strategy: "May tea" advertizes a trademark, and already consumer is free to choose various grades; "Lipton" presents to the consumer concrete goods, revealing its competitive properties (for example, Black Pearls tea), and "Pickwick" advertizes a certain type of tea: tea with strawberry, with blackcurrant, etc., focusing attention of the consumer that is tea with aromatic additives. Continuing a subject, it is possible to note advertizing of Teatly tea which does not note flavoring characteristics of tea at all, but reports about convenience of packing; or tea of the new Conversation brand, focused on consumers and granulated, and leaf tea. Here it is possible to note existence of poorly expressed segmentation, allocating group of the consumers who are not preferring a certain brand which wish to try something "brand new".
Tea plant - an evergreen tree. For production of tea generally use plant leaves. Collect the young neogrowing coarse escapes with two-three top gentle and juicy leaflets and an unblown kidney. Old rough escapes give tea of poor quality. The collected green tea leaf has difficult structure which when processing at tea factories undergoes considerable changes and transformations. Thanks to different ways of technological processing from identical initial raw materials receive tea of various types: the black - at the greatest oxidizing transformations, green - at the smallest, red and yellow - at oxidizing transformations of average degrees.
Undifferentiated marketing - the firm develops goods and the marketing program which will seem attractive to perhaps bigger number of buyers. It is necessary on methods of mass distribution and mass advertizing. Undifferentiated marketing is economic. Costs for production of goods, temporary use of its stocks and transportation are low. The firm resorting to undifferentiated marketing usually create the goods calculated on the largest segments of the market.