Image and Representation

As we have seen, commodities must be produced in such a way that they romanticize with consumers. We as consumers must feel some sort of attraction toward the product, through its design, taste, parent company etc. These are conveyed best through image and representation. The way in which a product is marketed all encompasses its image; from advertisement to the shelf product itself (Stringer 2008)

In this case, Red Rose is one of the more modestly packaged teas that i have come across. There is no flashiness or extravagant design. It could be that they get most of their sales through their long and illustrious reputation as a major tea player. Their logo, literally a Red Rose, is symbolic with the name but for me does not hold too much in the way of appeal.

Red Rose packaged for the US

A separate image is constructed through the media; Red Rose operates two websites (one for Canada/Unilever and one for Redco/US). These websites present Red Rose as the relaxing tea (which it is) while also giving a historical background to the company and its founders. In a way, there is a bit of distortion, since it began as a family owned enterprise and is now owned by a mega conglomerate in Unilever. Still, the company itself, especially UTK seems to be of a very high operating standard,, which entices consumers into buying.

There is nothing i like more than supporting a company which practices safe, organic production, while contributing to the sustainability of more than just their business. This in itself is the way in which Red Rose's image as a 'greener' type of company will earn them a larger number of followers.
Additionally, it must be noted that Red Rose has various packaging types depending on region, so it is possible that the company is more extravagant when presenting to larger markets like the US, than in the Caribbean (as seen in pictures). The US box is noted as being much ore colourful and contains mountains and plains to give a calming feel. The box which i normally buy is packaged by Unilever Chile can be seen in another picture below.

Red Rose Packaged for the Caribbean (my box of 100)

I tend to find that Red Rose tea is not as popular among tea-drinkers in Trinidad and ^ this could be why; it is not exactly the most appealing packaging and doesn't stand out as much among the other tea brands. It also does not educate consumers as to why they should buy the product, apart from 'Finest Quality Tea'.

Tea as a whole has a historical image that may have a serious conscious and maybe sub-conscious way in which we as consumers view it. Tea was once associated with nobility and this image may lead to feelings of grandeur and power among people who drink it. (Okal 2012).  Its link to England may also be appealing to expatriates and those in the English-speaking Caribbean.
In conclusion it can be seen that the way a commodity is presented as an image definitely has an impact upon consumer choice, though this may not be the case in all situations.