Celestial Seasoning

supernal Seasonings was found by small countryside family aiming to bring indwelling herb arrive ats to the customers in 1969. Celestials herbal tea was sold through local stores initially. Celestial Seasonings went through major change when it was bought by Kraft Inc in 1984. Kraft brought Celestial crossroads to new markets to begin with selling it back to the Celestials old management in 1988. The selling and re-purchase of Celestial benefit the partnership to get into national market and exposure to wider consumer range.Throughout the decade of 90s, company extended its product line as per market demands. As result herbal supplements, medicinal teas, herbal supplement capsules and many an some other(prenominal) other products were added to celestial product range. Company had good growth till end of decade until many of its product start showing the declining trend. There are close to problems relating to celestial Seasonings progress which include honest issues, qualit y concerns and limited target market.Celestial Seasonings makes its entire product range from natural herbs but still company basenot promise to make people healthy. Its a product not medicine so it cannot adopt for treatment of illness and claiming so raises ethical issue. Quality concern is another problem with the celestial Seasonings products. 71% people consider Celestial Seasonings products safe for health while 29% people have some concerns about safety. They think that being natural doesnt make it safe. Herb source authenticity also raises questions about quality.Celestial Seasonings offer a wide range of product but major target market is baby boomer ladies with 35 to 54 years of age. Its tea products have high price than other tea competitors. This raises the problem of limited target market. As a solution of ethical problem, company mustiness not make unjustified promises. Product statements can show that these can help living healthier life rather than its impressio n of a curing product. Quality can be assured by club selling programs and virtual tours. Sustainable sourcing assurance can also help improving customers confidence.Club marketing programs can be launched and events can be held on farm and production locations to improve customer percept for product quality. Market development is solution to limited target market issue. New target markets can be explored. Company can go global and enter the markets where tea is a part of custom like England, India, and Pakistan. Celestial Seasonings has kept its promise to bring natural herb benefits to the customers. Company can vanquish current problems and increase its profits with market development, club marketing programs and keeping the ethical concerns.