[Y2B Case Competition] TEAM SPARK UP

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YOUTH TO BUSINESS ONLINE CASE COMPETITION 2013

SOLUTION TO A LEMON TEA BUSINESS

SPARK UP TEAM

CURRENT BUSINESS SITUATION

- Typical lemon tea booth on the street: no major difference in terms of service quality delivery => no unique selling point

- No transparent lemon-tea making process with adding rumor on unhealthy ingredients=> risk of affecting customers’ health => deteriorate customers’ belief in product & service

CURRENT BUSINESS SITUATION

“Chemical” lemon tea?

OBJECTIVES FOR IDEA SOLUTION

- Offer unique service delivery with exceptional customer relationship

- Push up utility for customer when they experience our service, which adds more values to them.

- Re-position our core product (lemon tea) in the perception of customers

OUR BUSINESS MOTTO

- We want every customer feel they are special and appreciated when coming to our store

- We aim to achieve customers’ belief by their own service experience rather than simple certificates

ENJOY OUR TEAENJOY THE A+ EXPERIENCE

OUR COMPREHENSIVE SOLUTION

4 aspects of change

SOLUTION

INTERIOR STORE

ARRANGEMENT

PROACTIVE MARKETING

STRATEGY

CUSTOMIZATION SERVICE

CUSTOMER HONOR BELIEF


1. INTERIOR STORE ARRANGEMENT

We focus on 2 factor:

1. Seating arrangement: Tea-making bar is placed in the center of the store

2. Main tea-making bar display: all ingredients are on display with glass tea-cooking bottle

=> Enable transparent tea-making process with our customers

1.1. SEATING ARRANGEMENT

1.2. MAIN TEA-MAKING BAR DISPLAY

We select the best quality of ingredients with origin certificates

All aim for our customers’

health & beliefVisibility is ensured to

the maximum


Tea-making process

Glass tea-cooking bottle

=> Difference from small item


2. CUSTOMIZATION SERVICE

This is what makes our service different:Offer the tea flavor that our customer want.

We do not only stick to lemon tea but also offer other herbs tea flavor (ex: lotus, daisy, mint, ginger, etc..)

Customers have 2 options:Traditional lemon tea Customized herbs flavor tea

2.1. TRADITIONAL LEMON TEA

Traditional lemon tea

Order and see how we make it for you Meanwhile, customers can enjoy reading Our store exclusive “World of tea” handbook providing more insight about tea such as history, benefits, value, how to utilize tea for our health..

2.1. TRADITIONAL LEMON TEA

How to distinguish

the real lemon

tea and the fake one

The World of Tea

Tea –making history

TEA LOVERS’ DIARY

2.2. CUSTOMIZED HERBS FLAVOR TEA

Customized herbs flavor tea

We research and consolidate herbs recipes combination to recommend our customers. They have option to go for a specific recommended recipe or make the tea with the recipe they create.

Ex: Recipe: peach + lemon + teaOr customer recipe with their chosen amount of ingredients such as mint flavor, lemon, sugar, ginger..=> Business competitive advantage: Customers have the power to decide their own product-CREATE THEIR OWN FLAVOUR


3. PROACTIVE MARKETING STRATEGY

-Coupon discount 10% for the first visit, 20% for the next visit and accumulative coupon to receive free tea.

- Group discount for group of more than 5 customers

- Tea-making recipe monthly competition for customers

- Challenge media: invite reliable press to experience our service=> they would write promoting articles for us.

- Word –of-mouth marketing


4. CUSTOMERS HONOR BELIEF

-After enjoying the tea, all we want to have is a Certificate of Belief from our own customersWe will let them stick a symbol of Tea Leaf onto the Honor Board in our tea shop. The symbol of Tea Leaf proves that our tea is in best quality and the customers are satisfied with the service and the tea flavor. They can show their unique comments by decorate their own stickers too.

- Using network to invite popular people to come and experience our tea and have their photo with their comments on service at our store.

=> No certificate would be as valuable as customers’ belief certificate

4. CUSTOMER HONOR BELIEF

HONOR BOARD

CONCLUSION

We believe by offering customers the best & different service quality & putting them as our center, we can position ourselves as a good choice whenever people want to seek for a place to drink tea and enjoy the atmosphere.

Again,

ENJOY OUR TEAENJOY THE A+ EXPERIENCE

Make your

Make your

[Y2B Case Competition] TEAM SPARK UP

Self Improvement

Transcript of [Y2B Case Competition] TEAM SPARK UP