1. Which of the four common bases for segmenting consumer markets does Numi use to divide up the overall market tea products?
2. Would you classify Numi Tea’s marketing strategy as “concentrated”? If so, what are the plusses and minuses of using such a strategy in today’s market?
3. How does Numi position its tea products against those of its competitors?
Numi Tea founders, siblings Ahmed and Reem Rahim, immigrated to the United States when they were young children and grew up in Cleveland, Ohio. Reem became a biomedical engineer, and Ahmed traveled the world as a photographer, settling for a time in Prague where he opened two teashops. In 1999, the two reconnected in Oakland, California, and started Numi Tea in Reem’s apartment.