Kusmi Tea : between internationalization and a low brand awareness

With currently 85 shops within 35 countries, Syvain Orebi, Kusmi Tea’s CEO still aspires to extend its presence internationally. The brand is present in Europe mostly, North America, and recently in East Asia, but what about its digital presence? We will have a look into it through Digimind, a social listening and strategic monitoring.

If we look closer into the datas available on Kusmi Tea across the world, we can see that in a logical way those comes from Europe mostly (France, Genrmany, Italy, Belgium, etc.), French oversea departments (Martinique, Réunion, etc.) North America (Québec, New York), East Asia (Tokyo). Oddly there is also India, but if we investigate datas coming from there, it is about studies into the tea market, which is known and mastered there, stating Kusmi Tea’s market shares in Europe. Indeed, the datas are dated from the launch of Kusmi Tea capsules for Special T machines by Nespresso which made good sales.

Indeed, if we look for information about Kusmi Tea there are more academic resources based on studies, researches and news. We note a lack of information from social media. Eventhough, there are many of them, the authors are only corporate accounts like Kusmi Tea’s accounts themselves or Sephora’s account for instance following a parntership to launch an advent calendar.

Indeed, only by seeing the most used emojis, we can see the ones that fits in posts made in a context of community management addressed by brands : the finger pointing emoji used as a call to action to click on a link to purchase a product for instance, the gift one which refers to most of the publications inciting to buy Kusmi Tea sets as a present, etc.

If we look at the data flow over the last 3 years, there was peak that took place in January 2020. This affluence was linked to Kendal Jenner’s revelation about drinking 12 cups of Kusmi Detox Tea per day. In fact, it allowed the name of the brand to echo internationally without even being on purpose, but the celebrity could have been used as a brand ambassador in that case.

Indeed, what the brand awareness of Kusmi Tea is missing is the advocay made by people and not brands. The brand could probably be more visible and reach more potential customers across the world by using consumers themselves. It could rely more on consumer engagement on social medias by increasing contests and partnerships with influencers.

It might be better to improve its brand awareness and brighten up its e-reputation in the countries where Kusmi Tea is already installed and especially in countries it recently set up stores before conquering new territories with its tea.

Laxcina ARUNTHAVAKUMARAN