All of Clipper Teas’ products produced from 20 October 2018 will be made with plastic-free, unbleached non-GM tea bag paper. This is said to be a world first. I cannot think of a more suitable company with the right brand positioning to launch this.
Clipper Teas has a very strong marketing strategy that has facilitated its success. It targets a particular segment of the market with its distinctive positioning. Its brand positioning is summed up by its tagline “Natural, fair & delicious”. And when strategy is clear, tactics (including product development) become obvious.
The new plastic-free tea bags are only now possible with recent technological innovation and extensive trials. Clipper Teas is clear about their leadership on green issues, and why they do it.
“Guided by our founding principles of natural, fair and delicious, we have always striven to do the best we can for people and the planet. Now we’ve created and implemented a plastic-free bag, we won’t be going back.” -Rebecca Vercoe, Clipper Teas brand controller
This is a lesson to us all. Some companies struggle with tactical decisions of product development, distribution channel, marketing communications, and pricing. Investigate further and you will find that this is often the result of poor misaligned marketing strategy. Sort out marketing strategy, revolve the company around a clear brand position, and (almost) all will be clear.