Video here, Title Slide For Boyuan

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Video here, Title Slide For Boyuan

• serenitea the tea of zen
• Team CaucAsia

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Introducing SereniTea

• A Brand New Tea Experience for the Cultured and
  Health-Conscious
• Key Features
• Many different and exotic varieties of Tea
  mainly Loose Leaf
• Peaceful, Meditative and Serene atmosphere to
  help customers attain their inner sense of Zen
• Customers have full control over their Tea
  Experience They can even make their own tea if
  they want to.

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Why SereniTea? Customer Needs in Todays Context
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Why SereniTea? Customer Needs in Todays Context
1http//www.meatprocess.com/news/ng.asp?id71313-m
intel-organic-organic-food-natural 2New Scientist
Magazine, 20 March 2004 3http//www.brighamandwome
ns.org/publicaffairs/Newsreleases/tea_immunity_04_
21_03.aspx
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SereniTea fulfills the following needs

• Self-Actualization Needs
• Social Needs
• Physiological Needs

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Competition

• Conventional High-Class Tea Houses
• Competes on sophistication and experience
• Starbucks
• Competes as a beverage store which also provides
  a nice ambience

• Our differentiation
• Health benefits, including more organic and
  natural feel
• More trendy
• Different kind of experience

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Segmentation and Targeting
Boyuans Market Data Here
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Example of Target Market
Source http//photos1.blogger.com/blogger/6042/33
66/1600/16856476-D.jpg
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Positioning Benefit

• Positioning map Boyuan, can you make the spot
  where Serenitea is a bit more rightwards i.e.
  more experience? Put it just less than a real
  Tea House
• Brand Personification Typical Serenitea
  customer Professor Juanjuan ok, we need to
  work on this one, but why not?

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Positioning Concept

• SereniTea is positioned primarily on symbolism
  and imagery rather than pure product
• SereniTea is
• NOT a tea house
• IS a healthy, refreshing and culturally rich
  experience with tea.
• Positioning Statement For the hip, trendy and
  health-conscious crowd, SereniTea provides the
  most fulfilling experience because we immerse you
  in the zen of tea, the Medicine of the Gods.

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Promotion Informing People

• Aim Inform people about the rich experience and
  health benefits of visiting SereniTea
• Print Ads in well-read publications
• Viral campaign on the Internet involving YouTube
  videos.
• Also have celebrity endorsements touting the
  healthy experience of SereniTea
• Theme Discover your Natural High. Only At
  SereniTea.

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Promotion Persuasion

• Comparison with Starbucks
• Starbucks guy High powered businessman
  perpetually staying up late trying (and always
  failing) to make his multi-million dollar deal,
  perpetually in a suit finally dies of a heart
  attack.
• SereniTea dude Cool dude who is calm with
  himself, always serene and confident, always
  wears the latest fashion, is healthy and lives
  past 100.
• Reinforce the Cultural Experience of SereniTea
• Reinforce the Health Benefits of Tea.
• Theme Because TEA is SO HOT Right Now.

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Sample Ads

• If you have time to design some ads

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Pricing

• Boyuans Pricing Analysis
• (Chris) Informal surveys say that people will be
  willing to pay about 7-10 for a pot.

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Market Analysis

• Market for Tea
• In 2005, at least 31 of Americans drunk tea1
• Growing rapidly
• 2003 sales were 5.1 billion2, 2007 was 7.4
  billion3, and is projected to exceed 10 billion
  in 20102 and 15 billion in 20123.
• The loose leaf tea market comprised 22 of the
  tea market in 2003 but is expected to grow
  rapidly because of the greater awareness of the
  health benefits and quality of the loose leaf tea
  experience 2

1http//www.emaxhealth.com/77/2621.html 2
http//ezinearticles.com/?Tea-Drinking-in-The-Unit
ed-Statesid439958 3 http//www.packagedfacts.co
m/sitemap/product.asp?productid1282368
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Sales Analysis

• We use the following conservative assumptions
• Loose leaf tea will hold 20 of the tea market.
• SereniTea can capture 0.1 of the loose leaf tea
  market. Therefore, SereniTea captures 0.02 of
  the tea market.
• Logarithmic Specification of Total Tea Sales
• log Salest ß0 ß1Yeart et
• Three Step prediction process
• Use OLS Regression to fit Market Analysis to
  above specification
• Use fitted model to predict Total Tea Sales
• Calculate SereniTea Sales 0.0002 (Total Tea
  Sales)

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Profit Analysis

• We assume the following
• Initial yearly expense of 1M, including wages,
  rental, and inventory expenses. Costs grow 10
  each year.
• Combining with results from Sales Analysis, we
  obtain the profits (excluding initial fixed
  costs)

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