Introduction
Ahmad Tea is processed and packed in London. It is highly respected and mention of the name reminds buyers of high quality tea in the market. This is the competitive edge of the brand. It is processed by experts with a long experience in the tea industry. To enable them come up with the best product like Ahmad tea, they have been able to sample tea produced across the world and this has enabled them to come up with a very high quality product. The knowledge and expertise gained in the processing and packaging has been passed over to three generations of active research beginning from the plantation to up to packaging.
Consumer buyer behavior
Like consumers of any product, tea consumers are very keen about taste and flavor. The result of this is a high preference for Ahmad tea because of its unique flavor and taste. This has also led to establishment of customer loyalty which runs up to the third generation.
Hot drinks are a basic need of every family and therefore household has consumers of Ahmad tea. Many hotels and restaurants are also big customers of Ahmad tea. The biggest task of marketing is therefore the process of ensuring that the product reaches the consumer in its best condition. The processor has also to maintain or improve the taste and flavor of the Ahmad tea because its consumers are very sensitive.
Internally, the consumer is influenced by perception, personal lessons, motivation, trending and the environment. Perception has the greatest influence on the behavior of the consumer.
Externally, the consumer has been influenced by season, role of the family and values in the society.
Ahmad tea has both large bulk and small scale buyers in many countries across the world. It derives most of its bulk clients from restaurants and hotels. These buyers take the product in a variety of blends and savor because they have a variety of tastes of customers who come in their joints through out the day and demand different flavors of the product. Hotels and restaurants buy Ahmad tea in bulk directly from the company. Other bigger clients include supermarkets and other middle men who buy in bulk and then break it for their customers (Trout 1969).
Ahmad tea smaller clients include families and tea vendors who prefer small packets for home use and brewing of tea (Rivkin 1996).
Market segmentation and identification of clients target audience
Ahmad tea makes sales through out the year because many people or families take tea at least once per day. This means that both small and bulk customers renew their stoks frequently. However, the sales slightly increases during winter when it is very cold and people prefer hot to cold drinks.
The local market in London currently is the biggest consumer of Ahmad tea. The product is also consumed both in its hot and cold forms in Asia and the Australia.
The main rival to Ahmad tea is nestle which is produced in New York, US. They sell their product in similar way but they have been able to capture and hold on a wider market in US which Ahmad tea has not been able to penetrate.
Bibliography
Rivkin, S., 1996. The New Positioning : The latest on the worlds #1 business strategy, McGraw Hill: New York.
Trout, J., 1981. Positioning, The battle for your mind, Warner Books - McGraw-Hill Inc.: New York.
Trout, J., 1969. “Positioning" is a game people play in today’s me-too market place", Industrial Marketing, 54(6), p.302.
