Case Study: Tasty Tea optimizes tea portfolio, size and pricing with Cambri

Tasty Tea optimises portfolio size with Cambri in 2–4 weeks

Tasty Tea, a premium tea brand, faced several strategic decisions when planning to enter the UK market, needing to determine the optimal customer segments to target, the best product portfolio of tea flavors, and the ideal package size and pricing. They engaged Cambri, who utilized their research platform and Managed Services to apply advanced methods including MaxDiff, TURF, and CB-conjoint analysis to address these challenges.

Cambri implemented a three-step solution: first using MaxDiff to identify key customer segments and flavor preferences, then applying TURF analysis to optimize the portfolio's content and size, and finally conducting CB-conjoint analysis to determine the best package size and price. This approach enabled Tasty Tea to identify a highly attractive target segment favoring fruity flavors, define an optimal portfolio size of four flavors to maximize market reach, and set a competitive price point. The research provided Tasty Tea with a clear, data-driven strategy for a successful market entry, quantifying the expected market size and their product's price sensitivity.

Tasty Tea