This document describes an herbal tea brand called Autumnlee. It discusses the brand's name and inspiration, the benefits of tea, and the brand's mission to produce organic, fairly traded teas. It then describes four tea blends - Lemongrass, Black Rose, Camomile, and Masala Chai. The final section outlines the brand's marketing plan, including packaging, pricing, distribution channels, and promotional strategies.

1. Herbal Tea

3. Herbal Tea
Renewing the Senses
A Heatherlee Brand
2011 © All Rights Reserved

5. The Name
Why Autumnlee?
Autumn was my original birthname. In one sense, this brand is an
imaginative wish, a me that I strive to be. Lee is my true middle name.
In that sense the brand represents my true spirit and how my personal
history invigorates me.
“Autumnlee” is inspired by the season of changing colors, my
season of strengthened well-being. Ultimately, this brand represents you
and I at our best.

6. The Product
Why Tea?
I want to stand for something that can energize minds and
comfort a cold. I want to feed the thirst of people who truly desire my
flavors. I want to break cultural divides with a cup of honesty.
We all know that after water tea is the most consumed beverage in
the world. But do we know the true benefits of each blend? Do we know
what flavors remedy what plagues?
Tea does more than soothe a sore throat; it unites people of all
backgrounds, it supports families and villages, it creates conversation.
As a product with multiple purposes, I found herbal tea to be most
harmonious with my personal attributes and social desires.

7. Mission Statement
An organic, fairly-traded product...
Autumnlee herbal teas are purposefully blended to renew the
senses and remedy human illness. Combining this with exceptional
taste allows us to enhance lives from one continent to another.
All organic products provided by Autumnlee are grown to
promote and preserve the natural balance of mother earth. While
sustaining people through free-trade practices, and preserving land
through faithful farmers, we stand for true peace and longevity.

8. “World peace begins with Inner Peace”
-His Holiness The Dalai Lama

9. The Blends
Lemongrass calms the body, it soothes the soul,
It feeds each tastebud and renews control.
The Black Rose sweetens and sparks the child inside,
It remedies illness and feeds us pride.
Camomile purifies our senses, the smell and sight,
Its flowery scent helps us say goodnight.
Masala Chai is inspired by spice,
It warms our bodies and rids our vice.
Drink Autumnlee today and at night,
And together let our senses collide.

11. Sweet Lemongrass
[ A soothing medley of mint, grass & healing flowers from South East Asia ]

13. Black Rose
[ A robust blend of black leaves & spices from the Fujian Province ]

15. Wild Camomile
[ Gently fused with honey, sage & natural herbs ]

17. Masala Chai
[ Toned with warm spices found in the north Himalayas of South Asia ]

19. The Marketing Plan
Product & Packaging
Autumnlee packages utilize 100% recycled cardboard and papers.
Three faces of the box are identical to allow buyers to see the front of
packaging from different angles. 30 tea bags come in each box with
stories of its origin inside. There are Vietnamese proverbs on all tea bag
tags to reinforce the values of the brand.
Price
Each 30 bag box will be priced at $3.25 with a sale price of $2.99
in place every Sunday as well as the week prior to all worldwide holidays.
Along with this sale price a buy 3 get 1 free offer will be in place during
these weeks as well. If a buyer choses to order online, all shipping and
delivery costs will be given to Autumnlee farmers.

20. Place of Distribution
Autumnlee teas will start selling at three major grocery retailers
including all Supervalu, Whole Foods, and Trader Joe’s stores.
Additionally, small, fair trade boutiques will also have exclusive rights to
sell. Teas will be locally distributed by bike and bio-deisel vans. The main
Autumnlee warehouse will be in Milwaukee, WI with other locations in
Minneapolis, MN, Seattle, WA, and Boston, MA.
Promotion
Through partnerships with like-minded companies such as Peace
Coffee and Good Earth, promotional efforts will be locally delegated.
Within three months of being on the shelf, Autumnlee will sponsor and
host various events around North America. Directly following these
events island style displays and eye-popping end aisles will be in place at
the point of purchase. Between 6-18 months 30 second commericals will
air through national broadcasters.

21. Herbal Tea