To: Fall 2017 Teavana Marketing Team Date: 10/2/2017

From: Lauren Cook, Teavana Research team

Subject: Produce new marketing material to market our selection green tea
Distribution List: Teavana Marketing Team
Action Required: Please respond by 10/9/2017

Introduction
As the company is transitioning into fall and getting ready for our usual fall
marketing methods with the tiramisu black tea and apple pie a la mode herbal
tea, it would be beneficial to have a special focus on our selection of green teas
that are provided in the Teavana stores, specifically, our organic matcha. It
should be marketed in a way to showcase it in new light; by highlighting the
history of green tea, its medicinal properties, which ingredients give it those
qualities, and explain how, depending on the form of tea (whole tea leaves or tea
bags) and how you prepare the tea, the benefits of the tea varies. By providing
new insightful research in the marketing approaches of green tea this season,
there should be an increase in expected sales.

Summary
Historically, green tea has been used to help cure headaches and stomach
aches. In modern day, people love green tea for its light flavor and aroma, and its
ability to aid in their health. The particular type of tea format dictates how potent
the effect the drinker will receive.

Discussion
History of Green Tea
A. Historical Marketing Suggestion
For current and future Teavana clients, it would be beneficial to create a
document or flyer to showcase green tea with its deep history. The
document could be as small as a postcard and contain a few historical
green tea facts and drawings of green tea.

B. How Was Green Tea Invented?

Around 2737 BC, tea was mistakenly discovered in China. The Chinese
legend states that there was an Emperor, Shen Nong, who declared that
in order to preserve his health, all water must be boiled before being
consumed. Then one night, when he was boiling some water in a pot, a
breeze swept by and brought in leaves from the outside, and a few leaves
 landed in the hot pot of water. When the Emperor tried the leaf-infused hot
water, he was delighted and energized from the taste. From that day
forward, he ordered his subjects to plant tea leaves and explained that tea
gives vigour to the body, contentment to the mind, and determination of
purpose (Saberi, pg 10).

After Emperor Nong discovered green tea, Chinese and Indian cultures
utilized tea to help wounds heal, regulate body temperature, control
bleeding, and improve overall mental health (LD, Megan Ware RDN, 2017).
Meanwhile, Japanese monks would drink green tea in order to stay awake
for long hours in order to meditate (Saberi, pg 10-11).

C. What Is Green Tea?

All tea, including green tea, derive from the Camellia sinensis bush. From
this particular plant, a plethora of different teas are created based on
varying levels of the oxidation of the tea leaves. For green tea, the leaves
are left unoxidized and as a result it contains the highest count of
antioxidants and beneficial polyphenols (LD, Megan Ware RDN, 2017).
Polyphenols are defined as a an antioxidant phytochemical ...that tends
to prevent or neutralize the damaging effects of free radicals (Merriam-
Webster).

Modern Uses of Green Tea

A. To Fight Against Cancer
In modern day, tea is the second most popular drink, right behind water.
Specifically, green tea has been recently increasing its popularity around
the world, including in the United States due to its various health benefits.
One of the health benefits, includes helping to combat a plethora of
different types of cancer, such as breast, lung, and stomach. Researchers
who are currently looking at the interaction of green tea and cancer
believe green tea is a key game changer when it involves health because
of the high amount of polyphenols in green tea, which stops cancerous
cells from growing and ultimately kills it off. Sadly, there are no studies
that can conclusively state that through green tea consumption there is a
guaranteed decrease in the possibility of getting a certain form of cancer
or ailment (LD, Megan Ware RDN, 2017).

B. A Popular Type of Green Tea: Matcha

Matcha, which is a powdered green tea that is traditionally used in
Japanese tea ceremonies, and is considered one of Japans most beloved
 forms of green tea, has been gaining significant popularity. From being
tried by A-list celebrities, to seeing it at fashion shows and yoga classes, it
is becoming more common. Matcha, in particular, receives its health
benefits from its high levels of polyphenols that are compounded to create
a type of antioxidant, called catechins. Even though matcha is powered,
its uses whole tea leaves for its mixture and therefore has a high rate of
catechins (Quinn, 2017).

Aside from health benefits, more individuals are flocking to green tea, like
matcha, because of its deep flavor and aroma and the variety of ways it
can incorporated into recipes. Besides from just drinking it hot or cold,
matcha green tea has been incorporated into a lot of dishes such as ice
cream, cakes, and even in lattes and smoothies (Quinn, 2017).

C. Marketing Suggestion For Modern Uses of Green Tea

Since matcha green tea is widely popular, the marketing team might
consider providing a few recipes using the matcha powder or the brewed
matcha drink; it would allow individuals who are interested in trying
matcha, to also incorporate it into a recipe.

What Is the Difference Between Forms of Tea and How Do

You Prepare Green Tea?
A. The Difference Between Loose Leaf Tea vs Tea Bags
Now after learning about green tea, it should also be known that
depending on the particular form of it, it will dictate if the drinker will
reap all the health benefits that green tea has to offer. Meaning, if a
tea drinker uses whole green tea leaves (like what we sell at our
Teavana stores) to make their tea, they will receive the maximum
amount of benefits from the tea. The reasoning for this is because
whole tea leaves contain a higher amount of polyphenols. On the
other hand, if they were to consume tea from a tea bag, they would
only get a fraction of the benefits since bagged tea is actually the
dust left over from broken tea leaves and which have lost most of
their aroma and essential oils (The Tea Spot, 2017).

B. Instructions on How to Prepare Green Tea

Another factor that dictates if the health benefits are received depends on
how the green tea is prepared. To prepare matcha, it will require a few
 ingredients and utensils, such as high grade matcha, a tea bowl, and a
bamboo spoon. First, preheat the tea bowl and then scoop in the desired
amount of tea into the bowl. Lastly, add hot water that is around -70 C to
the matcha and then whisk the mixture till it reaches a froth (Quinn, 2017).

C. A Green Tea Preparation Marketing Suggestion

For current and future Teavana clients, it would be a significant aid if a
tutorial video could be created to showcase how to make a pot of green
tea in the traditional Japanese tea ceremony way. It would enable
interested green tea drinkers to witness how the ceremony is conducted,
view the various supplies required to produce the green tea, and visually
see the steps of green tea being made.

Conclusion
The concept of tea has evolved since the very first cup, to include a plethora of
varieties, flavors, and aromas. One such variety, green tea, has a deep and rich
history that many tea drinkers are not privy to, and therefore it should be shared
with them. Green tea is also one of the healthiest teas to consume and provides
a wide range of health benefits.

Recommendations
From Teavanas research standpoint, its highly suggested that the marketing
team consider the above suggestions and following statements. it would be
highly valuable to all Teavana customers, new or current to have documents and
additional resources to refer to that would educate them on green tea. For many
individuals, tea can be a confusing and complicated subject that can be
intimidating. There are many types of tea, each specific type holding a variety
flavors, aromas, and blends to choose from. With each type of tea, there is a
specific process to prepare it for brewing. For instance, black tea should be made
using 1.5 teaspoons of the tea and hot water that has reached 180 degrees, and
should be steeped for 3 minutes. And equally important is the history and story
behind each type of tea that explains how it was created and how its evolved
over time. If we as a company can help guide them through the world of tea and
make the process as smooth as possible, then we will take that leap.

Works Cited
LD, Megan Ware RDN. Green tea: Health benefits, side effects, and research. Medical News
Today, MediLexicon International, 28 Mar. 2017,
www.medicalnewstoday.com/articles/269538.php. Accessed 3 Oct. 2017.

Loose Leaf vs. Tea Bags. The Tea Spot - Making Loose Leaf Tea Your Everyday Luxury,
theteaspot.com/loose-tea-vs-tea-bags.html. Accessed 3 Oct. 2017.

Quinn, Sue. Matcha: is this cult green tea really that good for you? The Telegraph, Telegraph
Media Group, 1 June 2017, www.telegraph.co.uk/health-fitness/nutrition/matcha-is-this-cult-
green-tea-really-that-good-for-you/. Accessed 3 Oct. 2017.

Polyphenol. Merriam-Webster, Merriam-Webster, www.merriam-

webster.com/dictionary/polyphenol.

Saberi, Helen. Tea: A Global History (Edible). Reaktion Books Ltd., 2010.