The company currently produces traditional Chinese tea, tonics, and herbal tea. It aims to expand its target market beyond middle-aged and older consumers. A new product line of traditional Chinese medicine and Asian drinks was proposed. Competitors in the market were analyzed in terms of the types of products offered, packaging, pricing, and target consumers. Potential new product ideas were brainstormed, evaluated, and categorized into tea, detoxification/slimming tea, and Asian drinks ranges. The top ideas selected were Chinese tea, apple flower and rose bud tea, and matcha based on scoring them on various criteria like consumer acceptability, health benefits, market growth potential, ease of manufacturing, and cost.

2. Company Profile
Products:
 Traditional Chinese tea
 Tonics
 Oriental herbal tea
Current Target Consumers:
 Middle aged and above who buys traditional Chinese medicine and products
1. Expand
target market

3. Company Profile
2. New Product Line
Traditional Chinese
Medicine (TCM)
Asian Drinks Flavour

5. Competitors
Brand
Specialty
Store
Supermarket
Fairprice Cold Storage Carrefour Giant Sheng Siong
Golden Boy    
Sagiko  
Tan Soon Mui 
Yummy House 
Tower 
Tai Yang Hong 
Ebolin 
Hock Hua 
Eu Yan Sang 
Hollyfarms 

6. Similar Products
Herbal jellies (Gui Ling Gao) were
found to be the most common
product sold

7. Price Comparison in Supermarkets

8. Price Comparison in Specialty Stores

9. Market Position

10. Comparison of Variety of Products
v
 Aloe Vera
 Pearl
 Peppermint
 Luo Han Guo
Competitors
 Collagen Hashima
 Lingzhi
 American Ginseng
 Pearl
 Luohanguo
 Peppermint
 Secret Prescription
 Water Chestnut
 Honey
 Longan
 Lychee
 Red Bean
 Green Tea
 Snow Lotus
 Wheatgrass
 Grass Jelly

11. Types of Packaging
vTransparent
container
Sealed plastic
spoon stored under
cover
Plastic sealed jelly
container
Transparent
container
Plastic spoon
and small
container of
honey stored
under cover
Aluminum sealed
jelly container
Transparent
container
Plastic spoon
stored under jelly
container
Plastic sealed jelly
container
Transparent
container
Plastic sealed jelly
container

12. Types of Packaging
v
Transparent
container
Sealed plastic spoon
stored under cover
Plastic sealed jelly
container
Metal container
Plastic spoon stored
under cover
Aluminium sealed jelly
container
Transparent
container
Plastic spoon and small
container of honey stored
under cover
Plastic sealed jelly
container

14. Brainstorming1
Texture Packaging
Functional
Benefits
Flavours
Asian Drinks
Traditional
Chinese
Medicine

15. Brainstorming1 Asian Drinks
Sugar Cane (with
lemon, water chestnut)
Barley
Matcha
(with Azuki beans)
Luo Han Guo
Chrysanthemum
Chinese Tea

16. Brainstorming1
Traditional
Chinese
Medicine
Gui Ling Gao
龟苓膏
Pi Pa Gao
枇杷膏
Pearl Powder
珍珠粉
Chinese Tea
中国茶
Flower Teas
花茶
8 Treasures Tea
八宝茶
Hawthorn
山楂

17. Evaluation of Ideas2

18. Evaluation of Ideas2
 Gui Ling Gao
 Pearl Powder
 Ginseng
 Luo Han Guo

19. Evaluation of Ideas2
 8 Treasures Tea
 Pi Pa Gao

20. Evaluation of Ideas2
 Sugarcane with bits
 Barley
 Hawthorn
 Rosella

21. Evaluation of Ideas2
 Matcha
 Chinese Tea
 Floral Tea
 Rose & Apple Flower
 Chrysanthemum

22. Three Broad Flavour Categories
1. Tea Range
2. Detoxification/Slimming Tea
Range
3. Asian Drinks Range

23. Scoring of Ideas3
Scoring Criteria
1. Consumers’ Acceptability
2. Perceived Health Benefits
3. Growth of Market
4. Ease of Manufacturing
5. Availability of Raw Materials
6. Perceived Cost

24. Scoring of Ideas3
Finalists
1.Chinese Tea (Jasmine)
2.Apple Flower + Rose Bud Tea
3.Matcha