Numi Tea

Numi Tea was founded in 1999 by Reem and Ahmed Rahim who are sister and brother. The company is named after citrusy, a dried lime tea from the Middle East, which the founders used to drink in their childhood days. The joint enterprise centered in Oakland, California, is famous for its range of organic, herbal, and certified teas, as well as its fair trade. As a result, Numi Tea has developed to be one of the most influential organic tea brands. The company relies on technology as its primary advertisement tool for its products and its distribution in the market.

Importance of Business Relationships to the Marketing in Numi Organic Tea

A healthy business relationship with stakeholders is vital to the success of any business. The actions of several stakeholders contribute to the success of a company. Different stakeholders have a significant impact on the market at different levels. It is, therefore, essential for the business to be ethically accountable while considering how to influence the stakeholders. A mutual benefit relationship produces goodwill, which can result in lasting success in marketing. Business relationship with all stakeholders is, therefore, equally important; as it has a significant impact on how the business is flourishing. Furthermore, great connections and communication with both the producers and customers assist in generating a quality product. Hence, Numi’s relationship with both its producers and customers is equally significant in their marketing.

Numi’s relationship with their producers is vital to their marketing. Numi has always worked on establishing an extraordinary relationship with their producers. Creating the product, knowing the process involved and the complete product details; makes Numi stand out as a knowledgeable and reliable company (Honeyman & Jana, 2019). While various producers across the world dedicate themselves to supplying superior raw material to the enterprise, Numi Tea makes it their responsibility to build an ethical supply chain. Besides taking certification seriously, the enterprise is also attentive in building authentic relationships that enable them to comprehend the needs and the challenges of the cultivation of tea. Even though Numi’s primary filter is their direct relationship with the producers to whom they have mutual values, they are open to expand their markets and work with other producers who may lack certifications in the beginning. However, the enterprise is keen on using their hands-on model during the market expansion. In this case, they not only conduct a vigilance assessment to determine whether the producer is worth their investment but also assist the producers in getting where the enterprise desires (Honeyman & Jana, 2019). By doing this, Numi creates a mutually beneficial partnership that positions both parties for positive growth and sustainability.

Numi customer relationship is excellent for their marketing in the long run. Doing business with people who understand the company is worthwhile. The enterprise has built relationship marketing that emphasizes on establishing a long-term connection with the customers. Traditionally in transaction marketing, a buyer may perhaps select a brand once and fail to remain loyal to the brand in the future. As an alternative, they may look for other options each time they require to buy a similar product. However, when a company works on enhancing customer relationships, it encourages customer’s loyalty to the brand, thus, retaining the client. Relationship marketing not only helps in nurturing a two-way communication, but also assists in tracking the customers’ actions as well as giving customized information founded on interactions. Numi Tea excellent relationships with its customers have built the capacity of the enterprise to retain their old customers while still following buyers or chefs to their new restaurants.

Similarly, learning everything about your customer’s needs and working towards value addition in every aspect of business interaction is vital for the success of relationship marketing. Numi has regularly targeted its marketing on young customers in college campuses. This is because such clients are more likely to be interested in organics, sustainability, and fair trade.

Use of technology in Enhancing Customer Relationships in Numi Tea

The success of an enterprise is determined by marketing and the business relationship with the customers. This means that the success of a business is built on the foundation of customer loyalty. Companies depend on the customer’s connections to grow and flourish. It is, therefore, essential to keep engaging the customers. The primary tool that keeps the conversation going is marketing. With technology advancement, most of the companies today count on technology in building a strong rapport.

Numi uses technology such as Twitter and Facebook as a marketing tool. This helps it in building a reputation, create and maintain demand, and to remain competitive. The company has opened accounts on Twitter and Facebook for Numi fans. The enterprise uses staffers to monitor the sites and address any issues or queries raised regarding their products. For exemplary performance, the company’s founders Rahim and Reem often chip in by giving their personal touch via personal stories, experiences, and art. The engagement entails the provision of relevant information about the business and the product to the customers. Besides, words are the most potent and credible advertising medium (Honeyman & Jana, 2019). It’s all about coming up with new content.

 

Numi Tea management can also use other social media platforms such as YouTube and Facebook to reach their customer. For instance, Numi can consider buying some advertisement time on Facebook, YouTube, as well as other social media websites. Such platforms can be used to inform the customers of what’s new and what they may not be familiar with about the company. The adverts should be interesting, to engage the customers fascinatingly fully. Undoubtedly, social media platforms are one of the best options which companies can utilize to engage their customers.

Also, the management should consider the use of various humor-laden tricks and short videos to engage their customer. By doing this, the customers can quickly develop a sense of belonging in the marketing.

Lastly, bloggers could also be used to reach customers. Numi management team can send their tea samples to different bloggers across the world, to enable them to take the pictures of the samples, which they can use to advertise Numi teas on their behalf. Possibly, they can even make some arrangements with the group on allowing them to sell their teas at a discounted price.

Methods that Numi Tea Can Use to Collect Customer Data

Numi can use survey as a method to collect data from their customer. The use of questionnaires is an excellent way of obtaining information about the customers. Such data could include gender, age, contact number, and location. Numi management team can consider making the customer identity partially anonymous throughout the process, where they exclude the contact number and the name. They can, however, include the location and age as an alternative to enable the company access where their clients come from and their age range.

The company can also use online surveys to collect customer’s data through various social media platforms. Since most of Numi customers are from college campuses, they are likely regular users of such online platforms (Khadka & Maharjan, 2017). These could involve the use of their Facebook page to create polling while still using their tweeter account to tweet some questions. The process is very swift and can easily assist both the customers and the producers. Besides, it is cheap to administer since a single member of the staff is sufficient in representing the enterprise online.

Numi could also use other social media platforms like Instagram. Through Instagram, Numi can circulate information by posting pictures of their teas as well as organizing some online contest to their followers. Social media websites can play a significant role wherever companies access the profile of their customers (Khadka & Maharjan, 2017). This can assist in tracking customer purchasing habits as well as the users’ preferences.

Lastly, Numi can consider hosting giveaways, where they distribute their samples. In this case, the customers could be requested to fill a form that warrants their entrance. Giving something in return is, no doubt, the best approach of manipulating the customers to share their personal information with the company.

Conclusion

Business relationships with both the producers and customers are equally important to the business market. Technology can be used to enhance customer relationships through the use of various engaging social media platforms. For proper assessment of consumer needs and preferences, Consumer data should be strategically collected through approaches that can later help to enhance the growth and sustainability of the company.

 

References

Honeyman, R., & Jana, T. (2019). The B corp handbook, (2nd ed.). Berret-koehler Publishers.

Khadka, K., & Maharjan, S. (2017). Customer satisfaction and customer loyalty. Centria University of Applied Sciences, Business Management.