Case Study: Garden Parish Teas

Mar Bent, the founder of Garden Parish Teas, opened his first grocery store in St. Ann's Bay in

the 1990's. Tea was first introduced to his grocery business in 1995 following the arrival of a

shipment of 2,000 peppermint tea chests from Cave Valley. With steady growth in the tea market

nationally, Garden Parish Teas has secured itself a strong reputation in the parish of St. Ann and

is available in all of the other parishes.

Garden Parish Teas pioneered many practices in tea manufacturing and has continued this

tradition of quality and innovation ever since. Keen business insight-led Garden Parish Teas to

become the first company to introduce package teas in Jamaica. With its innovative marketing

slogan, 'straight from nature's garden to the tea pot,' the company reinforced the importance of

quality and freshness to its customers as they break their fast each morning. The company

continues to introduce new blends of teas due to its continuous marketing research to determine

customers' needs and taste preferences.

Indeed, Garden Parish Teas continues to recognise the importance of innovation in terms of

product development. As well as offering its standard and decaffeinated black tea in tea bags,

Garden Parish Teas also operates in other products such as granulated/powdered instant teas and

other hot drinks. It also sells its Garden Parish iced tea bags and ready to drink (RTD) versions

which are a hit amongst college kids and younger working people. In addition, recognising

changing patterns and the move to healthier options, Garden Parish Teas offers Garden Fruit and

Herbal Infusions and Green teas with fruit.

Indeed, the company is presently considering doing research on the tea market to find out why

people drink tea, when they drink tea, how they drink tea and what they want to drink for tea.

Through its inventiveness, research and discovery, Garden Parish Teas is helping to shed more

light on the health benefits of brewed black and green tea. It is now eyeing the indigenous herbal

market of Jamaica and steps are in place to market the traditional herbs such as strong back, raw

moon, soursop and sorrel.

1. Define the terms product and markets
2. name external and internal sources from which garden parish teas can obtain information about the tea market in Jamaica
3. Identify and explain the type of marketing orientation or concept that this is being employed by Garden Parish Teas. Cite relevant instances from the case to support your answer.
4. Describe macro environmental factors that could affect Garden Parish Teas
5. Define the terms target market and identify the most possible target market for Garden Parish teas providing justification for your answers