TWG TEA CASE STUDY

1. EVALUATE TWG TEA’S STRATEGY TO BE A FASHION DESIGNER TEA BRAND.

Started at singapore:

Because it close to the 5 tea growing capitals in Asia (China, India, Sri Langka, Taiwan, Japan)

- Ensure tea leaves can quickly delivered for freshness

Singapore does not produce tea means that these countries cannot impose an export duty on their leaves

Strategy used by Murjani & Bouqdib:

(Aim to make tea an affordable indulgence) – just like large sum on bestspoken or limited edition bag at Louis Vuttion.

- Consumers willing to pay a relatively high sum for gourmet tea

Choose tea leaves carefully (just like haute couture fashion designer)

- Buy its tea from 36 country : Zimbabwe, Myanmar, Mozambique

Cultivate good relationship their suppliers.

- Example: Da Hong Bao leaves (reserved for government only) – but with good relationship, TWG Tea has some quantities of it.

Travels to get more sources, then blend it. Create more than 2 flavors each years

(see tea like fashion, introducing every season with a collection)

- Use exotic blends names (Silver Moon, Magic Flute, Weekend in Moscow, Singapore Breakfast Tea)

Served tea to:

Singapore Airlines first and business-class flights

- Want its customers fell that they traveling to a different place with their plate and the tea will evoke memories of these different flavours

Dean & Deluca food chain in U.S an Harrods in London

Also supplies to various hotels (5-star hotels under Starwood chain)

Elegantly decorated, offering an intimate and relaxing atmosphere

- Tea salon (in Singapore) : Raffles Place and high-and shopping mall, Ion, Marina Bay Sands- Set amidst designer shops such as Louis Vuitton, Harry Winstone- Example: TWG Tea salon in Ion – has deascribed as bejeweled showcase of tea and culinary

treats. There is a TEA BOOK that explains the intricacies of each tea. Food and wine also served- Also sell accessories for the perfect tea experince

(not just buying tea, but buying into the experience of the brand that promotes the lifestyle that is evocative of luxury)

Teapods insulated with 18-carat gold Tea cups made to ensure the tounge can savor the rich blends without bitterness Tea-infused candles

2. Do you think the concept of experience can be extended to tea beyond consumption at tea salons?

3. What expansion plans do you think TWG Tea should engaged in? What factors might limit its expansion?