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Tea

MKTG 1203 Presentation
by

Xueting Zhou

on 27 August 2014

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Transcript of Tea

TEA
PRODUCT OFFERING
TEA
SHAWN PANG 21039225
SUMAIA AZIZ 21331436
ELIN WEE 21369462
YIPING WANG 20687827
XUETING ZHOU 21094088
GROUP 12D
TOTAL PRODUCT CONCEPT
PRODUCT LIFE CYCLE
POSITIONING
CONSUMER BEHAVIOUR
RECOMMENDATION
BRANDING
Brand Association

Brand Awareness

Brand Equity

Brand Loyalty
COMMUNICATIONS
100% recognition
cheap
tasty
widely available
Classy and sophisticated
Madura

Low levels of caffeine
17.02% minority
psychographic
behavioural segmentation
geographic
Madura
Lipton
Twinings
demographic
how future buyers perceive the brand?
Two Step:

Madura
Core Product
Lipton
Expected Product
Twinings
Madura
Augmented Product
Potential Product
82.98% of participants
expressing recognition of the logo
100% of people know this brand in our survey
only 17.02% of participants recognized Madura’s logo
THANK
YOU
c
Full transcript