MARIAGE FRERES
Mariage Frères never launches any advertising
campaigns. Kitti Cha Sangmanee, one of the directors says that he doesn’t want
to transform Mariage Frères in an industry. He wants to control everything to
preserve the brands privacy as well as the quality and tradition. That’s the
reason they never advertise.
But how did they become one of the world’s most
appreciated tea brands? Of course they have tea emporiums, tea salons where you
can also eat dishes made with tea and tea museums, but those establishments
increase their visibility, but how do they communicate? Well, by their favorite
means of communication: word of mouth & luxury partnerships.
Since they have a very specific target market, they
are very well appreciated by the fashion industry. This gives them some
communication opportunities that not every brand can afford. In London, Mariage
Frères tea is served at fashion shows. In Milan, they are associated with
Vogue, a high end, worldwide recognized fashion and lifestyle magazine. In
France, they are the official supplier of l’Elysée. What better way to get
known by fashionable consumers that spend a lot of money? But not only…
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| Queen Elizabeth II receives tea from Anne Hidalgo |
In 2013, Paris asked Mariage Frères to create 3 types
of tea that represent the city. These three teas were given as an official gift
by the major of Paris Anne Hidalgo to Queen Elizabeth II when she visited
France. What better way to get known? They have really accomplished to have a
luxury positionning. Even when you are not situated in their target market, you
want to buy Mariage Frères tea, because you want to drink the same tea as the
Queen of England, or one of your favorite celebrities. It seems that everyone
drinks Mariage Frères tea.
In a nutshell, Mariage Frères
doesn’t need to advertise. It is done for them throughout their partnerships,
their ambassadors that drink tea because they like it, not because they are
paid to do so. Which is a luxury that not every brand can afford.
KUSMI TEA
Just like Mariage Frères, Kusmi hasn’t bought any
advertising spaces in magazines, they don’t have a print campaign...YET. Unlike
Mariage Frères, this choice is not initially a strategic choice, they didn’t do
it because it is too expensive.
However, in 2013, they launched their first
advertising campaign, 3 spots, a trilogy called “the beauty of blends” shot
underwater were the merge of the blends is represented by people that come
together.
Besides that campaign, they more or less use the same
means of communication as Mariage Frères. They plan a lot of events such as
Kusmi Tea parties for the christening of the stores, but also special events
for influential bloggers, they target a “boho-chic” clientele.
Since the target market is not the same, their
partnerships are not the same as Mariage Frères. Kusmi Tea builds events with
upcoming brands such as Paulette magazine, a 100% feminin magazine.
In a nutshell, the most
important for both brands is word of mouth even if neither their positioning
nor their target market is the same.
Sources:
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