MOKATE TEAS – VISIBLE AND ON THE TOP

For some time, signs of stabilization can be seen on the tea market. This trend, however, does not regard Mokate teas – as we have already written – which, of course, makes us very happy. MEMBR research confirms that Mokate has strengthened its second position on the tea market. Currently we have a 7.7% share in the market in regard to value, and 13.6% in volume. This means an increase of the value share by 1.2 points from 2006 and 0.4 point from the last year. As to the volume, Mokate's share has increased by 1.5 points comparing to 2006, and by 0.5 points comparing to the analogical period during last year. According to the latest MEMBR research (for July/August 2008) "Minutka" fills 7.3% of the market in regard to volume (an increase by almost 1%) and 3.8% in regard to value (also an almost 1% increase) comparing to the same period last year. It is a great, fully deserved success; the high quality, presented for many years, is paying off, as well as the introduction of newest technologies and high innovativeness of the products. In many situations we managed to foresee the tendencies of the market's demand and find a product satisfying consumers. Few years ago we have noticed a high increase in the popularity of functional and fruit teas. However, the latest research indicates that the functional tea market has started to shrink minimally, and the sales of fruit teas has increased only by 2.1 percent. Here, similarly to the black tea sales, Mokate has achieved an increase of almost 3%. So it is no wonder that Mokate teas are a part of an intense fall season advertising attack.

Two big campaigns are planned for the nearest future – one, for the popular Minutka, second for a Mokotów hit – Mulled Tea. Taking into consideration the family character of the product, the TV ads place Minutka in family programming, meaning TV series and quiz shows. It will appear on the biggest networks. In total, 150 ads will be shown. Mulled teas will be equally visible. These teas, warming you up during the fall and winter seasons, are a unique offer for a time when the weather is rough. For this reason, Mulled teas will make sure that we feel energized, despite the weather. The intense campaign will last till the end of the year, will be supported by advertising in trade publications and store promotions. Katarzyna Pytlowany Witold Barłóg