Your Name: James Mandala Tirtawijoyo

Your Team: Group 8

Team member Names: Alya Devi, Mira Aprilia, Nenden Fauziah.

A. Find Industry Info

a. The focal company or product on this class would be the “Honest Tea” created by Seth Goldman. Based from
the website itself, the drink was said to be a perfect equilibrium between drinks that are tasteless and
excessively sweet; whereas the owner usually drink after having a tiring session of sport; after numerous
small-successes, Honest Tea brand was bought by Coca-Cola company and led to many versions of Honest-
Tea (Honest Tea, 2019).

B. NAICS
a. Based from the main-page, the main function of NAICS is to used to classify businesses that exist throughout
America by collecting data to be analyzed and published for the sake of United States economy growth (North
American Industry Classification System, 2012). This website was also shown on previous assignments in this
class to see social worker status and many important aspects of economy.
b. The industry that our Focal-Company, which is Honest Tea would be considered under “Manufacturing
Industry” as based from the journal of NAICS (Executive Office of The President Office of Management and
Budget, 2017). The exact number that would correspond to the main product line would be explained in the
next point.
c. The NAICS code that would correspond to the Honest-Tea product would be on number 311920, which is
Coffee and Tea Manufacturing (Executive Office of The President Office of Management and Budget, 2017).
Due to the company being brought by Coca-Cola, there was an assumption that the Industry should be
considered in number 311930 as “Flavoring Syrup and Concentrate Manufacturing”; however the products
ingredient was natural.

C. NAPCS
a. Similar to the other counterpart of NAICS, NAPCS was created to make classification based from hierarchy,
demand from the market to product that is based from NAICS industry structure with no Industry of Origin
based, with consistency to North American countries, helping identification of service products internationally
(Cdb. North American Product Classification System, 2012).
b. As stated in point “a”, the main point that NAPCS was made is to help identification of service product in an
international matter, with consistency to North American country that is Origin Based; these points are agreed
by the three countries as the main purpose of using NAPCS (Cdb. North American Product Classification
System, 2012).

2. Find Information On A Publicly-Owned Company

a. The company that I found are highly related to the Tea Products in the market would be “Lipton Tea”. Even though
the company do also sell tea leaves (which Honest-Tea does not do); the company itself do also sell bottled drinks
such as “Lipton Iced Peach” drink (Lipton US, 2019). Not to mention that the company is also located in the United
States (locally), it is sensible to pick this company.
b. The ticker for the main product line of Lipton would be “Lipton, Inc”. However this one was based from an assumption
since there is no official data of the ticker and the fact that Lipton was actually owned by PepsiCo. If going by the parent
company of Lipton, the ticker would be “PEP” (from PepsiCo, Inc. name abbrevation) (Yahoo! Finance, 2019).
c. Based from Pepsi Lipton’s website of top officer, it consists of:
● Marc Schroeder as SVP and General Manager
● Frank Haresnape as Chief Marketing Officer
● Claire Snell as Head of Human Resources
● Dawn Farren as Head of Strategy and Insights
● Matt Murray as General Manager in North America
● Bjorn Bernemann as ESSA General Manager
● Annie Xiao as General Manager in China
 ● Juan Vargas as General Manager in Latin America
● Phil Green as General Manager in AMENA
● Erol Baysal as CFO
● Zbigniew Lewicki as Head of R&D and Supply chain
(Pepsi Lipton, 2019)

d. Based from Business Insights:Global Website, Lipton Inc. was said to have for around 1,100 employees, but if we
are talking about PepsiCo (PEP) itself, it would be around 263,000 employees (Business Insights: Global, 2019).
Regarding about contact, Lipton are only shown with their address which is on 800 Sylvan Ave, Englewood Cliffs, NJ ,
07632, United States while PepsiCo with a more complete address; which are on 700 Anderson Hill Rd, Purchase, NY,
10577, United States (Business Insights: Global, 2019).

3. Find Statistical Marketing Related Information

a. Regarding about the information that I would be using for this research, it would be based from
Mintel Academic that do contain useful data. Especially that the website itself do have interactive
graphs and related to Lipton Inc. First of all, here are the Tea Consumption frequency throughout
the United States in 2018

(Mintel Academic, 2018)

“Tea and RTD Tea Interactive Graph”, Mintel Academics, (accessed January 21, 2019). [available at
https://data-mintel-com.ezproxy.proxy.library.oregonstate.edu/databook/860611/#Q1]

As we can see, there is a huge demand for “ready to drink” tea (the second line bar). This data means that
our Focal Product of “Honest-Tea”, which is considered as a “ready to drink” due to the fact it is already
bottled, the market already shows a promising demand for the said kind of drinks. It could be implied too
that the Honest-Tea product would be doing fine.

B. The only time I think that presenting the data would be at “best” is when the time that Honest-Tea or any related
product (prefferably ready-to-drink drinks) are about to be shown to the investors. By showing that there is a lot of
demand regarding about drinks that are “ready-to-drink”, the data would actually show to the investor that it is a good
idea to invest.
4. News Media and Journals

a. There was a research made that actually the black “ink color” of the tea is actually very beneficial
for the health, as it was found out by Schwarz in 2019; he found out that Japanese researchers do
found out that can reduce formaldehyde that could cause cancer by just putting on used tea bags
around the house (Schwarz, 2019).
b. It was found out that as opposed of consuming coffee would protect people against injury, it was
found out that drinking tea do actually give a lower risk of having Chronic Liver Disease (or “CLD”)
(Ruhl & Everheart, 2005). It was known before that coffee would actually do the same, but it was
found out that tea do actually give better result.
c. If the main topics is also related to the health of tea drinkers, there is one book named “Tea in
Health and Disease prevention”. This book that was made by Victor R. Preedy do contain a lot of
well-detailed explanation of tea. With a huge wide array of analysis types of tea throughout the
world, this book is a must-have for those who loves tea in general.
5. Online

a. One of the famous online blog named “Devotea”, showed that some tea companies are doing a
“fishy” way of asking a positive review. The website owner wrote that a Chinese company had tried
to contact him promoting a sample of a Tea. A “sample” should be free, but in reality is that the
“sample” is given by buying the tea, review it first, and if they like the review they would be giving
the money back. This is not a right way to promote a new product in the market (Godden, 2018).
b. Continuing on to the other one, which is a podcast; there is one interesting podcast regarding about
the history of tea. On the podcast, it says that Tea is “rooted” to the history. Starting from defining
gender, causes of war throughout world wars, why it did do well, and just how many “people from
the past” drink tea? This podcast was taken from BBC Radio in 2004.
c. Lastly, about the wiki page; it talks about the various history about origins of Tea. It was said that
Tea was actually originated from Mainland China, and at the same time the said country is the main
producer; followed by India, Kenya, and Sri Lanka. The page also shows the “evolution” of tea
packaging and design.

6. Secondary Source Evaluation

Here is the secondary source evaluation table link!

Error/ Depe
Accur Curre Objec Natur ndabil
Specification / Methodology acy\ ncy tive e ity

No
Sampli
Sources Data Resp Qualit ng Questio Data
Collection onse y of techniq Sampl nnaire Field Analy
Method Rate Data ue e Size design work sis

Statistical
Marketing
1
Related
Information: 5 5 5 5 5 4 5 5 5 5 5 5 5
 Mintel
Academic

News Article:
American
2 Council
on Science
and Health 1 1 2 1 1 1 1 3 2 1 4 1 2

Academic
Journal:
Coffee and
Tea
Consumption
Are
Associated
3
With a Lower
Incidence of
Chronic Liver
Disease in the
United States
Ruhl, C &
Everhart, J 4 2 4 4 3 4 3 4 4 3 4 4 3

Book: Tea in
Health and
Disease
4
Prevention
Victor R.
Pready 3 1 3 2 3 1 3 3 3 2 4 2 4

Blog:
The Power of
Positive
Reviewing,
Lord
Devotea's
5 Tea Spouts 1 2 2 1 2 1 1 2 3 1 3 3 3

Podcast:
"In our time,
Tea" BBC
6 Radio 3 1 3 2 1 1 1 4 3 1 4 3 4
 Wiki:
Wikimedia
Foundation : 4
7 Tea 3 1 3 2 2 1 3 4 4 1 5 3

From all the sources I have obtained, I see each sources in a different light for the usage in the marketing
world; since there is no data that is “useless” no matter how it is. Here are my opinion categories:

1. In terms of usage of market knowledge or more to numbers and variables, Statistical Marketing
Mintel Academic would be one of the best due to the fact it offers the newest data that the market
can offer in a way that is very easy to be processed by everyone. If in the case that the company
is wanting to know more about consumer data, this website is by far the most superior one.
2. In terms of other usage such as what kind of product benefits to a better knowledge of product
competetive advantage, there are other sources that might be feasible such as the Book: Tea in
Health and Disease. The book managed to tell all the types of benefits that a tea can offer to the
market. The similar resource that can be put into this sector would be News Article for giving a
benefit of the tea, and Academic Journal on giving the benefits in a very scientific matter.
3. In terms of “Miscellaneous” usage such as for a general knowledge or things that are not really
related to the product but do actually pose importance, such as customer perception and image,
Blog on asking reviews perception to the market, podcast of history image product, and general
knowledge of wiki foundation is a good source.

Related to the questions above, If my company simply wanted to have a better insight of the market; it
would be better to use the “Category 1” above since it does give a lot of great information in the numbers
of the market, this category is lacking in image or “information” as a drawback but exact in terms of
calculations. In the terms of knowing the product image better. The “Category 2” would be better used if it
is related to the product image, however it should be noted that since most of the information is about image
without qualitative measures; it is not a very great if it is for presenting quantitative knowledge.

Lastly in Category 3, this is very useful if the company would like to know “small quirks” that is useful to the
market such as on how the customers do perceive products on the market. However, it should be kept in
mind that this last one do only have qualitative data, not actual quantitative. There is no missing datas in
the documents given.

References Used:

“Our Story” (2019.), Honest Tea, (accessed January 21, 2019), [available at https://www.honesttea.com/about-
us/our-story/].
Esmd (2012), “North American Industry Classification System (NAICS) Main Page,” Census Bureau
QuickFacts, United States Census Bureau, (accessed January 21, 2019), [available at
https://www.census.gov/eos/www/naics/].

Cdb (2012), “North American Product Classification System (NAPCS), Main Page - US Census Bureau,”
Census Bureau QuickFacts, United States Census Bureau, (accessed January 21, 2019), [available at
https://www.census.gov/eos/www/napcs/index.html].

North American Industry Classification System United States (2017), Executive Office of The President Office
of Management and Budget, (accessed January 21, 2019), [available at:
https://www.census.gov/eos/www/naics/2017NAICS/2017_NAICS_Manual.pdf].

“Tea Products | Hot and Iced Tea Drinks | Lipton” (2019), Lipton US, (accessed January 21, 2019), [available
at https://www.lipton.com/us/en/our-teas.html].

“PEP : Summary for Pepsico, Inc.” (2019), Yahoo! Finance, Yahoo!, (accessed January 21, 2019), [available at
https://finance.yahoo.com/quote/PEP/].

“Who we are” (2019), Pepsi Lipton – About Us, (accessed January 21, 2019), [available at
http://www.pepsilipton.com/leadership-biographies].

“Search Results for ‘PepsiCo’”, Business Insights: Global, (accessed January 21, 2019), [available at
http://bi.galegroup.com.ezproxy.proxy.library.oregonstate.edu/global/search#q=pepsico&displayGroup=co
mpany]

“Search Results for ‘Lipton’”, Business Insights: Global, (accessed January 21, 2019), [available at
http://bi.galegroup.com.ezproxy.proxy.library.oregonstate.edu/global/search#q=pepsico&displayGroup=co
mpany]

“Tea and RTD Tea Interactive Graph”, Mintel Academics, (accessed January 21, 2019). [available at
https://data-mintel-com.ezproxy.proxy.library.oregonstate.edu/databook/860611/#Q1]

“Did You Know There Is Ink In Your Tea?”, American Council on Science and Health, (accessed January 21,
2019). [available at: https://www.acsh.org/news/2019/01/20/did-you-know-there-ink-your-tea-13741]

“Coffee and Tea Consumption Are Associated With a Lower Incidence of Chronic Liver Disease in the United
States”, Ruhl, C & Everhart, J, (accessed January 21, 2019). [available at:
https://www.sciencedirect.com/science/article/pii/S0016508505017749]

“Tea in Health and Disease Prevention”, Victor R. Pready, (accessed January 21, 2019). [available at:
https://books.google.co.id/books?id=k3HK2WuZrsYC&printsec=frontcover&dq=tea+benefit&hl=en&sa=X
&ved=0ahUKEwjvjJjsqP7fAhWKKY8KHYGHALoQ6AEINzAC#v=onepage&q=tea%20benefit&f=false]

Godden, Robert (2018), “The Power of Positive Reviewing,” Lord Devotea's Tea Spouts, (accessed January
21, 2019), [available at https://thedevotea.teatra.de/2018/12/27/the-power-of-positive-reviewing/].

“In Our Time, Tea” (2004), BBC, BBC, (accessed January 21, 2019), [available at
https://www.bbc.co.uk/programmes/p004y24y].
“Tea” (2019), Wikipedia, Wikimedia Foundation, (accessed January 21, 2019), [available at
https://en.wikipedia.org/wiki/Tea#Tea_culture].