Introduction of Tea Essay

Chapter 1THE PROBLEM AND REVIEW OF RELATED litIntroductionTea, however has been a drinking in China as early as 10th century BC. Many nations through unwrap business relationship consume savored it and some of them ar China, Japan, Korea, Vietnam, Greece, India, Iran and Turkey.Also, aside from being considered as a run of the mill drink, tea pre moves supposed health benefits. Some politics say that drinking tea allegedly helps in preventing flockcer. Of course, in that respect atomic bout 18 detractors who say that drinking tea dissolve overly ca habituate coronary disease. Some even say that the consumption of various forms of tea results in acute liver damage. Considering all of these, tea, thitherfore foot be divisive. at that place is, however, another way that people uniformly view tea it asshole ba a vi adequate product or business. In fact, closely all restaurants in the country offer Ices Tea. Nestle makes money out of Nestea. Tea indeed is a profitable busi ness venture.Nowadays, there is a new tea craze sweeping the metropolis. People line up to savor this new incarnation of tea. Some even spend to a greater extent than 30 minutes just to drink this new fad. It is draw tea. Whats your comfort indulgence? A warm shape of coffee at the start of the day?Or maybe a mug of everywhereheated chocolate after a stressful week? For those of you who drop a taste for unique, rich flavors and ar craving some function new yet familiar, theres a cozy little cafe that offers just the thing you need.Nowadays, swallows atomic number 18 one of the around customary hangouts among adults and teen adults or those whom we name yuppies or young urban professionals. This is the place where they can have the fortune to relax, unwind after an exhausting week of work.The emergence of new boozing establishments is also evident these days. As a result, tight competition arises among beverage establishment.Competitionamong beverages should not be the provided focus of attention of beverage managers. They also have to consider the effects of the continuing economical crisis that we ar experiencing today and how they allow for be able to handle difficult situations up with it so that their business will continue its operation and not be affected.The uses of forwardingal strategies are very famous among beverage establishments. This helps them lure more than potential customers. It is also a business strategy that they can use to be able to context the tight competition, face the unvarying worsening of our economy and at the same time be able to give their customers satisfaction in the products and services they are availing.This study is focus on promotional strategies employed by the selected riant git branches. The establishment was chosen because of the interest of the researcher which is a guinea pig of study of the researcher. Similarly the topic promotional strategies are one of the practices, most popular and com mon among beverages establishments to attract their customers, which the researcher should be familiar with as future entrepreneurs.Review of Related LiteratureA. take out Tea in The PhilippinesIn the past year, tea shops are increasing all over the metro, effectually cementing its place as the biggest food/beverage trend of 2011. match to Bianca Consunji and RonnaCapili, Milk Tea is more affordable than cold designer coffee.B. Milk Tea As a BusinessOriginally from Hong Kong, laughing(prenominal) gamboge was brought to the country by a group of Chinese-Filipino businessmen who have been friends since put school and college Kelvin Gaisano, Kristine Gaisano, Smart Gilas player/TV host Chris Tiu, Andy See, Wesley Pardilla, and Edward Go. The young entrepreneurs share a common fill in for milk tea. Since there are only a few restaurants which serve good quality milk tea in the Philippines, they went abroad in search for the best cup of milk tea.Then, Kelvin got an idea.Why dont w e put up a milk tea business? he suggested. All agreed. still chance oning the perfect brand to bring to the Philippines was the challenge. Chris Tiu related Filipinos, to some extent, have already been introduced to milk tea, but we want them to develop a deeper time lag for it by offering quality beverages that boast of unique and delicious flavors, do from the freshest ingredients from around the world.Kelvin Gaisano added We know there are risks involved. But we also believe that there is an under-served market for milk tea. In their quest to find the best milk tea, the seven young businessmen went everywhere and act different milk tea brands. One day, they chanced upon halcyon stinkpot, a Hong Kong-based milk tea business that has been in the market since 2006. As they waltzed inside the line of descent and started looking at the menu, they knew they had found The One. They agreed to bring the brand shell to the Philippines. However, it wasnt an easy task. Tiu shared t hat they had to wait long before the license was finally granted to them. It was a long process of courtship, he said. For one, we didnt know who to contact for the franchising. Two, only one of us, Andy See, knows how to speak straight Mandarin.They sent letter after letter. They followed up each letter with calls, but they stock no reply at all until September 2009 when someone from the content Lemon headquarters in Hong Kong informed them that they were open to the idea of establishing Happy Lemon in the Philippines. In November 2010, Happy Lemon opened its ingress to Filipino milk tea lovers, including those who are curious about the brand. A quick look at the beverage menu is enough to wound ones curiosity.Using the good quality tea leaves import from China which are freshly brewed every day, Happy Lemon has several(prenominal) milk tea variants such as the Lemon Series, recommended for those who feel thirsty the Rock Salt Cheese, their best-seller the plain Milk Tea serie s neaten Spin, which is more popular among the younger ones Cocoa & Coffee, which is more chocolate and coffee based with several toppings and the exotic Specialty Drinks and Fresh Tea drinks, which are less sugary and specially made for health conscious individuals. For designer King Eagle and current television host Chris Tiu, it was a love for bubble tea that led to joining the Gaisano family and their partners in bringing Hong Kongs Happy Lemon brand to local shores.In Vancouver, Canada, the tea places are really packed. Here, its always been about coffee, so we think that theres room for Filipinos to learn to appreciate tea, he shares. -Happy Lemon is a Hong Kong-based drink shop brought to the Philippines by a group of friends from Ateneo, who have discovered it during their travels and grown to love it. Happy Lemon has over ampere-second branches worldwide, with the first local branch having opened at the Promenade in Green hills only last November. Due to its immense popu larity, new branches are already being planned for Eastwood and Power plant Mall.But, what makes Happy Lemon different from all the other beverage hubs cropping up lately? suspensor and TV host Chris Tiu, head of Happy Lemons marketing and Business Development, says, First of all, everything is fresh. The products, theyre all made from freshly brewed tea, so the flavor is more distinct. Plus, the products are very unique. The company spends a slew in and research and development, so theyre really high quality. Its not like other brands that are mostly powdered lang.He explained that plot of land most fast drink providers are for to-go orders only, the group wanted Happy Lemon to be more of a homey place with a warm, welcoming ambiance. We want to make it a destination where people can go and hang out with their friends, says Chris. Instead of going out on gimmicks at night or drinking alcohol, go here na lang. Wholesome tayo, di ba? Healthy pa CJ de los Santos, Cosmo.ph Staff Wr iter may 23, 2011Occasion Based market is an approach to connect when and why consumers use the product with how they shop for the product. Companies need to realize that their customers are not only different from each other, but are also different from themselves at different times. People have different needs when they are at work and when they are at home or socializing. The results of this study would look upon that the consumer durable companies andretailers are adapting various promotional strategies to attract script prone, promotion liking customers. Consumers are bombarded with messages pitched through a growing number of channels broadcast and narrow cast television, radio, on-line computer networks, the internet, bid services such as fax and telemarketing, and niche magazines and other marking media. In developing the product strategy, marketers strive for the right mix of promotional elements to make sure that their product is well received.One of the primary goals of a customer promotion is to entice the customer to take the final smell and make a obtain Advertising creates the interest and excitement that brings the consumer into the inclose. Marketers and so use other tactics in conjunction with advertising programs. In gain to leading to the final decision to buy an item, consumer promotions programs can be highly good in bringing traffic into a store and generating brand allegiance. (Stanley George June 30, 2012) Many marketers believe that behavioral variables occasions, benefits, user status, usage rate, loyalty status, buyer readiness stage, and attitude- are the best starting points for constructing market segments (Philip Kotler, Keller, Koshy and Jha, 2007). Buyers can be distinguished according to the occasions they develop a need, purchase a product or use a product (Philip Kotler, 2002).Marketing managers and advertising agencies have realized that to make their communication programs effective, they have to rely on sale s promotions, public relations, personal selling, and direct marketing, in addition to conventional advertising campaigns. In todays markets it is no seven-day a choice between advertising or promotion rather, it is a combination of advertising and promotion (Roberto and Roberto, 2005). Research has shown that advertising is most effective when used along with sales promotion, and sales promotions are more effective when communicated well through advertising so as to increase ken of the promotional offers (Joseph and Sivakumaran, 2008)Statement of the ProblemThe study intended to determine the potentiality of the Promotional Strategies employed by the selected branches of Happy Lemon.Specifically, the study aims to answer the undermentioned sub problem. 1. What is the profile of the customers?2. What are the reasons for customers patronage in response to the promotional strategies? 3. How do the customers perceive the Effectiveness of the strategies as promotional tool? 4. What are the common problems the customers encounter?5. What are the comments and suggestions to improve their promotional strategies?Significance of the tryIndustry Partners of SPUQC. The study enables the Industry Partners of SPUQC to know the preferred non-alcoholic beverages of students of SPUQC for them to manufacture more of those and to accrue more profit. Entreprenuers. The study enables the entrepreneurs to be aware of what are the popular non-alcoholic beverages in the present and for them to innovate and manufacture to accrue more profits. Students of St. capital of Minnesota University Quezon urban center. This study enables the students to be satisfied with their preferred non-alcoholic beverages and for them to know the positive and nix effects of it. Future Researchers. The study enables the future researchers to make this research as their starting point and for them to have a reference to base on what are the preferences of students on non-alcoholic beverages.Scope an d LimitationThis study will deal with the Effectiveness of the Promotional Strategies of Selected Happy Lemon Branches As Perceived by the Customers The variables are non-alcoholic beverages which are soft drinks, juices, tea, coffee, milk, energy drinks, chocolate drinks. This study will only include random college students of all the courses in St. Paul University Quezon City and random customers of Happy Lemon.