Brewing success,
one cup at a time…
one cup at a time…
This presentation chronicles the journey of our Herbal Flower Teas Brand Exoteacity highlighting key milestones, learnings, and future strategies. We'll delve into the problem we identified, the audience we targeted, the metrics we tracked, and the feedback that shaped our growth.
Chapter 1 – The Spark: Identifying the Problem
"Why just green tea?"
Key Problem
The market lacked accessible, healthy, non-caffeinated, and vibrant hot beverage options beyond the conventional green tea.
Existing Solution
Green teas dominated the market but often lacked the uniqueness or flavor profiles that made the experience memorable and engaging.
Our Solution and Differentiation
- We introduced Herbal Flower Teas, vibrant and full of individual health benefits.
- Each of our teas – Butterfly Blue Pea Tea, Hibiscus Tea, Lemongrass Tea, and Chamomile Tea – was crafted to provide a unique sensory and health experience.
- Unlike traditional green teas, our products were:
- Non-caffeinated, ideal for evening consumption.
- Visually striking, with vibrant colors and aromas.
- Designed to bring both flavor and functionality, addressing the growing trend of health-conscious living.
Objective
To create a brand that delivers not just beverages but a lifestyle shift, emphasizing health, ease, and premium experience through organic marketing strategies.
Chapter 2 – Knowing the Audience
"Crafting for the Premium Tastebuds"
Target Audience
- Urban, Tier 1, high-income individuals with a preference for premium, healthy products.
- An audience seeking non-caffeinated hot beverages that are easy to prepare yet deliver an aesthetic, Instagram-worthy experience.
Designing for the Audience
Website:
- Elegant branding with black and dark yellow theme, inspired by the sophistication of Netflix.
- Logo colors (blue, red, yellow) reflected the identity of our teas (Butterfly Blue Pea, Hibiscus, and Chamomile).
- Minimalistic yet vibrant layout to exude premiumness and excitement.
Packaging:
- Light brown zipper pouches with black labels maintained uniformity with the website, ensuring a cohesive branding experience.
- Designed to highlight simplicity, elegance, and health-consciousness.
Result
Efficient branding created a strong emotional connection with our premium target audience.
Chapter 5 – Listening to the First Voices
“The Recipe of Feedback”
1
The Problem
Our Week 1 customers, who were already aware of herbal teas and our brand, shared key feedback after their initial purchases:
1. Taste & Recipe Confusion:
- Many (8 out of 12 customers) found the tea too bland or didn’t know what to add to improve flavor.
- Others (3 customers) were unsure about preparation – whether to boil the flowers in water or milk.
2
Data Insights
- 67% of customers raised taste-related concerns.
- 25% requested clarification on brewing methods.
3
Solution
We updated product labels by printing a box-format recipe directly onto them on the back side:
- Included recommended quantities of tea flowers and water.
- Suggested optional healthy ingredients (e.g., cinnamon, cardamom, honey) to enhance flavor.
- Clarified that teas were meant to be boiled in water, not milk.
4
Result
- 10 of the 12 initial customers reported an improved experience and better taste perception.
- In subsequent weeks, we received no further queries related to taste or preparation.
Chapter 6 – Designing for Discovery
“A Journey Through the Landing Page”
The Problem & Solution
After launching our Instagram and LinkedIn pages in Week 2, customer hesitation was observed: low CTR for the "More Products" button (21.8%) and the Add-to-Cart button (32%), with 11 customer queries expressing confusion about which tea to try first. Our hypothesis was that prominently highlighting the Starter Kit on the landing page would encourage exploration and repurchase.
21.8%
"More Products" Button CTR
32%
"Add To Cart" Button CTR
To test this, we replaced the grid layout of four teas with a large Starter Kit widget (priced slightly higher) and placed the four individual teas in a grid below.
Results (Weeks 3 & 4)
- Repurchase Rate: Increased by 8.9%
- AOV: Increased by 14%
- CTR (Add-to-Cart): 49%
- CTR (More Products): 18.2% (customers found their choice upfront)
The Starter Kit became our Best-Selling Product, with customers returning to order their favorite tea.
18.2%
"More Products" Button CTR
49%
"Add To Cart" Button CTR
Chapter 7 – Testing the Personal Touch
“Notes that Build Loyalty”
1
Hypothesis
Adding personalized notes to orders based on customer details (e.g., name, location) would:
- Increase Repurchase Rate by 15%
- Boost NPS by around 18 score.
2
A/B Testing Setup
Among 18 orders in Week 5:
- Control Group (9 orders): No personalized notes.
- Test Group (9 orders): Personalized notes added.
3
Controlled Variables
- Testing ran over Weeks 6 and 7
- Same product quality, delivery time, and customer communication across both groups.
4
Results
- Repurchase Rate: 16.7% higher in Test group as compared to Control Group.
- NPS: 18.5 score higher in Test group as compared to Control Group.
Hypothesis validated, leading to widespread adoption of personalized notes.
Chapter 8 – Insights from the Cohorts
“Mapping Customer Behavior”
Cohort Analysis
- Total Impressions: 3136
- Total Orders: 114
- Conversion Rate: 3.63%
- Overall Repurchase Rate: 27%
- Total Unique Customers: 89
- Feedback Rate: 45% (40 unique customers)
- Overall NPS: 55
Key Cohorts
- Starter Kit Buyers (30 unique customers): Highest repurchase rate (33.3%) and highest NPS (60).
- Single Tea Buyers (10 unique customers): Moderate repurchase rate (20%) but lower NPS (40).
Insights
- Starter Kits played a crucial role in habit formation and customer retention.
- Personalized notes significantly boosted loyalty and satisfaction.
