Target Audience
What we know about Pukka’s current consumers:
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Predominantly female (comprising 56% of tea consumers)(Gaille, 2018 )
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More likely to drink tea in the home than outside of it (Gaille, 2018 )
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Middle-class with disposable income (the average household income of someone drinking tea in the UK is £45,000, compared to £36,000 for non-tea drinkers)(Gaille, 2018).
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Age demographic segregates the market: 24 – 35 year olds are the largest (and growing) consumers of premium, ethical tea. (Ayub, 2019)
(Ayub, 2019)
Get to know the typical Pukka Consumer
(Pukka, 2019)
The two initiatives proposed will both be largely aimed towards the target audience identified above, expanding from the demographic Pukka has already cultivated relationships with.
This is because Pukka’s current growth strategy (which these initiatives are part of) is focused on expanding their existing customer base from national to global, rather than attracting in other demographics (this can come later, once the brand has established a global presence and is generating profit).
Young (25-35)
Female
Affluent
Cares About Social Issues
Values Ethical Consumerism
Well Educated
Avid Social-Media & Blog follower
Unmarried
Enjoys Nature
Exercises Regularly
Practices Yoga
Hollistic Healthcare & Nutrition
Environmentally
Conscious
Recycles
Into Wellness
& Self-Care Narrative
Enjoys Tea
