NUMI TEA CASE STUDY
Introduction:
Numi tea is one of the most famous organic teas in gourmet tea market in USA which was founded by
Brother-sister duo Ahmed and Reem Rahim. Their products considered are considered super-premium,
organic with Fair Trade Certified herbal teas which confirm 100% real ingredients. Their company stresses
on the use of products that are 100% real in terms of ingredients.
Numi’s mission is to be the most innovative tea company in the world dedicated to quality, sustainable
values and a commitment to community. Numi elevates the tea experience through innovation and quality,
as well as a commitment to the environment and our global community. Numi offers 26 teas and herbal
teas, a variety of Flowering Tea, Organic Puerh Iced Teas, loose leaf tea, gifts and tea chests. Numi is sold
in US in Whole Foods Markets, Safeway’s Organic Marketplace, other premium independent natural food
stores and natural sets within conventional grocery stores. Numi is also sold internationally in more than 20
countries. The company, right from its inception, has been dwelling on sourcing practices, which are
ethically inclined. However, they were a small starting business with limited resources incurred.
Case Study Questions:
1) What is Numi Tea market segmentation and marketing strategy?
2) What marketing strategies could be used to increase sales of Numi Tea?
3) What additional recommendation could be added to improve brand image of Numi Tea?
Case Study Answers:
1) What is Numi Tea market segmentation and marketing strategy?
Numi Tea market segmentation:
Market segmentation is the division of total market into different homogeneous of consumer. This will
allow firm to tailor the marketing mix for specific targets market. Many marketers use a combination of the
four bases for segmenting markets. Numi segments the market using the following approaches:
Geographic Segmentation
Dividing an overall market into homogeneous groups based on their location, population density and
population growth. Numi Tea produced brands that measured up to the current global trends. The products
are designed such that they cater for the wellbeing of the consumers as well as the environment. The Numi
tea has such different exotic flavors and variety that it caters many. Moreover, the brand suits different
needs and expectations of the new markets. Also, the company has taken an initiative, by promoting its
brand around campuses in US.
The major strategy that the organization applied was focusing on distributed marketing. The human
population within the area that the company operated was important to the organization. They focused on
demographics that demanded for organic and ethical produced products. Economic influences had driven
1
Introduction:
Numi tea is one of the most famous organic teas in gourmet tea market in USA which was founded by
Brother-sister duo Ahmed and Reem Rahim. Their products considered are considered super-premium,
organic with Fair Trade Certified herbal teas which confirm 100% real ingredients. Their company stresses
on the use of products that are 100% real in terms of ingredients.
Numi’s mission is to be the most innovative tea company in the world dedicated to quality, sustainable
values and a commitment to community. Numi elevates the tea experience through innovation and quality,
as well as a commitment to the environment and our global community. Numi offers 26 teas and herbal
teas, a variety of Flowering Tea, Organic Puerh Iced Teas, loose leaf tea, gifts and tea chests. Numi is sold
in US in Whole Foods Markets, Safeway’s Organic Marketplace, other premium independent natural food
stores and natural sets within conventional grocery stores. Numi is also sold internationally in more than 20
countries. The company, right from its inception, has been dwelling on sourcing practices, which are
ethically inclined. However, they were a small starting business with limited resources incurred.
Case Study Questions:
1) What is Numi Tea market segmentation and marketing strategy?
2) What marketing strategies could be used to increase sales of Numi Tea?
3) What additional recommendation could be added to improve brand image of Numi Tea?
Case Study Answers:
1) What is Numi Tea market segmentation and marketing strategy?
Numi Tea market segmentation:
Market segmentation is the division of total market into different homogeneous of consumer. This will
allow firm to tailor the marketing mix for specific targets market. Many marketers use a combination of the
four bases for segmenting markets. Numi segments the market using the following approaches:
Geographic Segmentation
Dividing an overall market into homogeneous groups based on their location, population density and
population growth. Numi Tea produced brands that measured up to the current global trends. The products
are designed such that they cater for the wellbeing of the consumers as well as the environment. The Numi
tea has such different exotic flavors and variety that it caters many. Moreover, the brand suits different
needs and expectations of the new markets. Also, the company has taken an initiative, by promoting its
brand around campuses in US.
The major strategy that the organization applied was focusing on distributed marketing. The human
population within the area that the company operated was important to the organization. They focused on
demographics that demanded for organic and ethical produced products. Economic influences had driven
1
