17. Argo Tea Survey Three Sentence Completion Argo Tea is more NATURAL than Starbucks, Caribou, and other competitors. When I walk into Argo Tea, the first thing I think of is ZEN . Argo Tea is SOMEWHERE I NEED TO GO MORE . I want Argo Tea most when I AM ON THE GO . I prefer Argo Tea over its competitors because THEY HAVE A BETTER TEA SELECTION THAN OTHERS .

18. Argo Tea Survey Three (cont) What Brands would you associate with Argo Tea?

19. External Perception Survey We conducted an outside survey to determine the opinion of the product being introduced to Argo Tea: Vitamin-Infused Vitalitea. Numbers are based on the 34 total respondents to the survey.

21. External Perception Survey 68.1% of people drink tea (either hot or cold) weekly 61.7% of people think health benefits are either important or very important when drinking tea Quick Facts When asked if somebody would purchase a drink infused with vitamins, 85.3% of people said, “Definitely” or “Probably”

22. External Perception Survey What Flavor Tea Do You Usually Drink?

23. External Perception Survey Where Do You Usually Drink Your Tea?

24. External Perception Survey Which Brands Do You Prefer?

25. Where Would You Be Interested in Buying Vitamin-Infused Tea? External Perception Survey

26. External Perception Survey How Often Would You Drink Vitamin-Infused Tea?

28. Consumer Insights: Laddering Product Benefits Basic Needs Higher Psychological Needs Warm Tasty Drink Source of Daily Vitamins Keeps You Healthy Source of Hydration I feel sophisticated, more intelligent and creative when I drink tea.

29. Consumer Insights: Ad Semiotics Sign Signifier Signified Tree Christmas Christmas Drink Denotation Connotation Enjoying a Enjoying the Holiday-inspired Holidays & the Drink fun that comes with it Ideologies: during the Christmas season, Holiday drinks are to be enjoyed! Syntagmatic Relations: During the Holiday season, warm drinks signify relationships, togetherness, and happiness.

30. Consumer Insights: Spheres of Influence Hip & Urban; Feel city-savvy Healthy Drink My Friends Drink It Hot New Drink to Have People will think I’m health conscious I like Argo Tea, trust the brand Vitalitea

31. Consumer Insights What We DON’T Want: “A bad cup of vitamin-infused tea would be cherry flavored, grainy, and taste like cough syrup…a lot of vitamin drinks are gross and grainy.”

32. Consumer Insights What We DON’T Want: “I would be disappointed in a vitamin tea that was mineral-like or chalky” “I expect it would work better in red, hibiscus and white teas.” Consumer Insights What Could Work: