Group Member:Minlu Zheng Yuhang PeiLi Ji

Q1. Given the current challenges, and the results of the blind tasting after the two product descriptions, which of the main features of Zealong tea would you suggest to stress in the marketing communication of Zealong for both New Zealand and Asian markets? Would you stress different attributes at different markets and why?

High Quality Purity

Problems exist in these Asian areas:

atmospheric and water pollutionland degradation and questionable

farming practicesmore difficult to grow safe tea in

traditional markets

Good condition in New Zealand:

Nice climate and soil typeAgricultural produce from NZ

has good reputation Pure and green image of New Zealand

• Increase in perceptions of smoothness and generally more favourable characteristics

•Reduction in the most negative associations of bitterness and blandness

Tea’s Purity

Different attributes should be stressed at different market

NZAsian

Great quality or perfect taste and flavour

Purity and freshness

Q2: Looking at the packaging alone, what kind of quality perceptions of the product does it communicate?

Q4: Why do you think stressing health benefits as product attributes has negative effects for the tea’s taste perceptions?

• Basis of quality perceptions: intrinsic and extrinsic cues

• Black-the base color of packaging

• Three leaves above the brand name on the package

• A word ‘pure’ on the surface of the

product

• Best quality, more luxury, good taste and highest safety

• Perception-defined as the process by which an individual receives, selects and interprets stimuli to form a meaningful and coherent picture of the world

• Almost healthy food-pure natural and not very delicious, such as graham bread or coarse food grain

• prefer to tea’s smell, taste or just their habits

• key feature of Zealong-not the health benefits but the superior quality and pure

Q3: Are perceptions of New Zealand overseas favorable

or unfavorable for the product? How would you

suggest stressing the New Zealand link in the product’s

packaging?

Are perceptions of New Zealand overseas favorable or unfavorable for the product?the perception of New

Zealand overseas

•New Zealand is not (yet) associated with growing tea

• Successful package - first customers’ impression is high quality

• The perception nature environment of New Zealand

Suggesting stressing the New Zealand link in the product’s packaging

direct emphasize the ‘Z’ in the name

Using New Zealand national symbols elements

Recyclable Material to packaging,