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About TWG Tea

About TWG Tea. International luxury tea brand Established in Singapore (3 stores) Other stores in Japan, UK, USA Tea salons (retail and dine -in) Teashops (retail only) Targeted toward affluent consumers, mostly women 24+. Marketing Mix.

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About TWG Tea

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  1. About TWG Tea • International luxury tea brand • Established in Singapore (3 stores) • Other stores in Japan, UK, USA • Tea salons (retail and dine-in) • Teashops (retail only) • Targeted toward affluent consumers, mostly women 24+

  2. Marketing Mix • Product: Over 800 tea blends, tea accessories, sweet pastries, meals • Price: premium pricing strategy, dependent on type and amount of tea purchased • Place: TWG Tea stores, selected hotels, corporate functions, Singapore Airlines • Promotion: WOM generated through other distribution channels, free samples

  3. Marketing mix con’t • People: knowledgeable staff, strong focus on customer service, one on one attention • Process: store divided into stations (retail tea sales, sweet pastries counter, café), consumers interact with product, tea measured onto old fashioned brass scales then sealed and packaged • Physical evidence: in-store atmosphere of luxury, resembling 19th Century European teahouse, marble floors, hard wood counters, old fashioned register, nostalgic furnishings, fine bone china, classical music

  4. Australian marketplace • GDP PPP $38,784, high disposable income, luxury items accessible to more people • Ranked the 3rd easiest country to start a business in by The World Bank • Diverse landscape- investment in east coast • Former British colony- commonality with Singapore, connection to tea drinking culture • FTA with Singapore since 2003 • Tea continues to grow in popularity as consumers become more health conscious • Unpackaged tea market still underdeveloped- market opportunities • Few competitors, none in luxury market category • Existing competitors- T2, The Tea Centre, other independent teashops- success has lead to expansion

  5. Market entry strategy • Contingency approach: adapt product offerings, standardize remainder of marketing mix • Reasons to standardize: pre-established tea drinking culture, distinct point of difference from competitors, no direct competition in luxury market, international brand with strong brand image • Reasons for product adaptation: customer preferences (food, fair trade, iced teas, flavours), customs and quarantine laws (restricting product offerings) • Not trying to target everyone- build relationships and preferences • Push strategy: a luxury brand needs personal selling and sales promotions, both strategies will help generate WOM • Mode of entry: foreign direct investment (full ownership) to maintain control over product quality and brand image, open one exclusive teahouse in Sydney (dense population, high disposable income) • Future stores in capital cities, partnerships with other luxury brands

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