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WINTERTemplate
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
OUR COMPREHENSIVE SOLUTION
4 aspects of change
SOLUTION
INTERIOR
STORE
ARRANGEMENT
PROACTIVE
MARKETING
STRATEGY
CUSTOMIZATION
SERVICE
CUSTOMER
HONOR BELIEF
OUR COMPREHENSIVE SOLUTION
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 & belief
Visibility is
ensured to
the
maximum
1.2. MAIN TEA-MAKING BAR DISPLAY
1.2. MAIN TEA-MAKING BAR DISPLAY
Glass tea-
cooking bottle
=> Difference
from small item
OUR COMPREHENSIVE SOLUTION
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
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 + tea
Or 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
OUR COMPREHENSIVE SOLUTION
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
OUR COMPREHENSIVE SOLUTION
4. CUSTOMERS HONOR BELIEF
-After enjoying the tea, all we want to have is a Certificate of
Belief from our own customers
We 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
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,
Customers' Belief Certificate

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Customers' Belief Certificate

  • 1. WINTERTemplate YOUTH TO BUSINESS ONLINE CASE COMPETITION 2013 SOLUTION TO A LEMON TEA BUSINESS SPARK UP TEAM
  • 2. 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
  • 4. 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
  • 5. 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
  • 6. OUR COMPREHENSIVE SOLUTION 4 aspects of change SOLUTION INTERIOR STORE ARRANGEMENT PROACTIVE MARKETING STRATEGY CUSTOMIZATION SERVICE CUSTOMER HONOR BELIEF
  • 7. OUR COMPREHENSIVE SOLUTION 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
  • 9. 1.2. MAIN TEA-MAKING BAR DISPLAY We select the best quality of ingredients with origin certificates All aim for our customers’ health & belief Visibility is ensured to the maximum
  • 10. 1.2. MAIN TEA-MAKING BAR DISPLAY
  • 11. 1.2. MAIN TEA-MAKING BAR DISPLAY Glass tea- cooking bottle => Difference from small item
  • 12. OUR COMPREHENSIVE SOLUTION 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
  • 13. 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..
  • 15. 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 + tea Or 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
  • 16. OUR COMPREHENSIVE SOLUTION 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
  • 17. OUR COMPREHENSIVE SOLUTION 4. CUSTOMERS HONOR BELIEF -After enjoying the tea, all we want to have is a Certificate of Belief from our own customers We 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
  • 19. 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,