11 Apr '11, 9am

Using Consumer Insights to Thin America and Fatten the Bottom Line

Using Consumer Insights to Thin America and Fatten the Bottom Line

, was the keynote speaker at the Symposium and discussed how the idea of an organic cold tea developed to fill in a market gap between flavorless water and uber-sweetened soft drinks. As it gained momentum, Honest Tea expanded its product line to multiple flavors and began distributing through channels outside of the local community niches in which it began. Although their branding and promotions were undoubtedly effective in capturing the right set of buyers, they created an entirely new market for an underdeveloped product category. They started below demand, but moved to meet the market demand.

Full article: http://www.triplepundit.com/2011/04/consumer-insights-thi...

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