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Chun Shui TangCultural Tea House

PA6991018 Chen Wei-Jung

PA6005029 Billy Chiu

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Brand identityMarketing StrategyCustomer management

Question

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• Company management(1) Farsighted / visionary

• Hot tea → cold tea drinks• Alder people → young and alder people

(2) Innovation and change with the times • Different flavors, bubble tea

(3) Tea culture promoting• Tea house, 焚香 / 煮茶 / 插花 / 掛畫• Tea color : 黑 / 紅 / 白 / 黃 / 褐

(4) Strict quality Control• SOP : staff training/ drinks making , adhere to the small details

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• Brand identity– Clear marketing position

• High quality and cultural tea house

• Diversifying products : 春水堂 vs 秋山堂– Clear brand image

• High quality and cultural tea house , Chinese Starbucks• Local Taiwanese culture

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• Marketing Strategy(1) Business-centric management model

• not social-caring-orientated

(2) well-conducted business model• Straight camp shop , central kitchen, SOP

(3) Good experience(Experience economic)• new style and retro environment• good atmosphere: 焚香 / 煮茶 / 插花 / 掛畫

(4) Wide target market• Alder people → young and alder people• Diversifying products : 春水堂 vs 秋山堂

(5) Interdisciplinary cooperation• Graphic Design

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• Customer management–Make customers feel at home• Remember customer’s name/taste

– Respect customers need• snacks

– Internet community• Facebook, website

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• Question

(1)What is the key to develop new taste or new product that can be accepted by consumers?

(2)How to stand out in from of other similar “tea enterprise” will be a discussing issue in the future

(3) If they could reduce the price of the food, it would be even better.

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• Question(4) How can they develop and expand their brand and

market not only in Taiwan but also in Asia area? Do they need to apply these countries’ special features of tea culture in their products

(5) What are the tiering of consumers they want to attract?

(6) If they have thought about tiering the quality of food service they provide like some restaurants in Paris.

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THANK YOU