The company who wrote the sentence above is trying to reposition their product. They want people to consume English Breakfast Tea throughout the day, not only during breakfast. While this type of tea has a high awareness among consumers, it's very strongly associated with breakfast. Sure, this product will also get some sales from people that drink tea later in the day because they associate a breakfast tea with caffeine and energy, but there are other teas also claiming those benefits.
If you are content with being the number 1 tea for breakfast drinkers, you are in a very good place. Your name alone gives you an immediate advantage. It screams two things:
- ENGLISH: A country that is associated with a tradition of drinking tea. If it’s English, it must be good tea.
- BREAKFAST: Have it during breakfast; that’s the best time to drink this tea.
Easy. Simple. I’ll buy it for breakfast.
However, if you find that nowadays selling tea only for breakfast drinkers is too limiting, you are screwed. Instead of spending tons of money and time trying to educate people to also drink your product later in the day, you will be better off trying to invest your time and money marketing another tea.
If you are marketing a product or brand you need to recognize your weaknesses and leverage your strengths. Don’t spend time trying to be something you are not.
Thanks for reading!
Best,
Pedro
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