Tchibo stands for coffee enjoyment like few other brands. As a strategic addition to their product range, a sub-brand for their own tea offering was to be introduced. Based on a market analysis and customer segmentation, several detailed brand concepts were developed. In addition to the positioning, these also included the product development of the individual varieties, the packaging design and the branding. 

The favoured brand concept, "Tchibo Tea Selection", convinced both occasional tea drinkers and tea connoisseurs in a representative quantitative test and was subsequently successfully launched successively in various international markets.

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