Use of Depictive Visuals To Market Kombucha
- allisonnahrwold
- Apr 16, 2019
- 3 min read
Though I have already written two pre-investigations regarding the concepts and ideas of my final project, today I will be going into the precise details of how I will execute my final project. As I previously mentioned, my rough outline for this powerpoint presentation is as follows:
History/Intro to kombucha
When fermented foods began
When kombucha began
What kombucha is/brief description of the science behind it
Explain how the public may not understand what kombucha is
Describe my plan to formulate an effective kombucha marketing tactic for the general public
Execute these plans
Visit the Kombucha 221B.C. factory
Explore how they make their kombucha
Discuss their marketing tactics and discover where they may be falling short
Using my new found knowledge, formulate a marketing strategy for kombucha
Display my marketing methods
Share some kombucha with my classmates!
I have decided to tweak the topics covered and the order I speak of them, and feel I now have a solid base to conduct my research and writing on. The following will discuss the research and planning I have conducted so far and how I have implemented it into the previously mentioned outline.
First, I will set the stage for kombucha by sharing a brief background on what kombucha is, and where and how kombucha and other fermented foods were first made. I will then explain how the concept of kombucha tea may be a bit abstract to some consumers, and how there is a need for effective marketing in the kombucha industry to properly market to all consumers. This is the epicenter of my final project, the need for proper marketing for kombucha to be truly successful. At this point I will go into the research I conducted before formulating my marketing plan. While I have yet to complete this research, so far I have done some reading in the USF library and have visited the Kombucha 221 B.C. factory. I plan to share the the opinions of others on this topic to further support my claims, and to also share in detail the processes taking place in the kombucha factory to be able to effectively deliver a marketing plan. Armed with my research findings, I will create and share my marketing tactics. My current plan is to draw or graphically design visuals that can be used in digital or print settings to market kombucha to the consumer. I am favoring more “old school” methods of marketing to be able to cater to a more broad range of consumers. When we think of who might be the main market for kombucha, we would typically think of millennials or generation z, “Millennial and Generation Z populations, especially, are developing a new palate for specialty tea and healthful beverages. These consumers' openness to experiment with new flavours and textures have formed a distinct demographic population with taste buds for kombucha, giving the beverage the status of 'a new social trendsetter.'” (Bhosale 2019 p.1) While this is true that these younger populations are the main consumers of kombucha, we have to remember that these people only constitute a quarter of the population. Older age generations take up a more significant portion of our population, and these older people are most likely more financially stable than millennials, meaning they are more inclined to spend on something like kombucha. While digital marketing is the wave of the future, we must not forget the sales opportunities with the older population if we take a different approach. My plan is to draw small and highly informative visuals that describe the science of kombucha and what it can do for you, these visuals could be used in print or broadcast marketing and could further expand the range of population we are marketing to. After sharing these visuals, I will offer some kombucha for my classmates to sample, and will eagerly accept any critique or new ideas they have to add to my topic!
References
Bhosale, M. (2019). Kombucha’s Rising Popularity--An Indicator of Evolving Consumer
Preferences. Tea & Coffee Trade Journal, (3), 47. Retrieved from
sgcl.580599084&site=eds-live
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