Question

Topic: Branding

Effective Branding Strategy For Tea Business

Posted by Lloyd.Kevin.C.Abrigo on 10/3/2014 at 4:12 AM ET 250 Points
Hello everyone, we have a start-up business that sells milktea, hamburgers and other sandwiches. We are thinking of a branding strategy that will make our name familiar to the target market. The target market are on-the-go people and students whose families have a net worth of less than US$100,000 and have a monthly earnings between US$150 to US$700.

We have created a business name that is uncommon in order to create a brand.
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RESPONSES

  • Posted by mgoodman on 10/3/2014 at 7:08 AM Accepted
    Where is your target audience? What is the company name? I've been a brand and positioning consultant for quite a while, and the strategy you seek depends on your target audience and your unique benefit-oriented Positioning Statement. Without those, it's going to be difficult/impossible to provide you with meaningful input. Why might your target audience choose you over a competitor?
  • Posted on 10/3/2014 at 2:51 PM Accepted
    Pretty much what mrgoodman said. Here's a good starting point for you to check out: https://beloved-brands.com/2012/05/06/brand-positioning-statement/

    Remember points of differentiation are things that make you different that are RELEVANT to the target audience. For instance, if you're Samsung, and they are trying to market the phone to busy moms, chances are the moms don't really care about the processor. They want something that is convenient and fast, and are less focused on specifications

    Hope this helps. You should differentiate yourself based on what matters to the audience, not what you think is awesome about yourself.
  • Posted by Gary Bloomer on 10/4/2014 at 4:59 PM Accepted
    Although it's good that you've come up with a great name, names alone do not create brands: experiences do. So focus on delivering great experiences that go above and beyond people's expectations.
  • Posted by Lloyd.Kevin.C.Abrigo on 10/6/2014 at 11:28 PM Author
    Our target market for the milktea and hamburgers are mostly college students and young professionals under the ages 16 to 30 years old, have a very busy schedule ("on-the-go people") and buys our products in order to refresh themselves as they walk to their destination or as a snack. Another group of customers that we have are those that live near our store. We are using a cost leadership strategy and are selling delicious products at a low price, which resulted to many repeat purchases from old customers. Despite satisfying the taste of our customers, we continue to invest heavily in research and development in order to make our Company one of the leaders in providing affordable milktea and sandwiches to the people. We are targeting the low-income earners by selling food products that tastes closely with more expensive establishments at a much affordable price.
  • Posted by Lloyd.Kevin.C.Abrigo on 10/6/2014 at 11:32 PM Author
    The name of our business is ErgoCha, which is the short for Ergogenic Tea. We are emphasizing the health benefits associated with tea, as well as the grilling of our hamburgers.
  • Posted by Jay Hamilton-Roth on 10/6/2014 at 11:34 PM Accepted
    Do your cups & food containers proudly showcase your name?
    Do you offer branded merchandise (possibly for free - to your best customers)?
    Have you had a public "taste test" to see if people can tell the difference by taste? Then your price difference will be even easier to showcase.
  • Posted by Lloyd.Kevin.C.Abrigo on 10/6/2014 at 11:37 PM Author
    Our target market will choose our product over our competitors because we give large servings (very big hamburgers), competitive taste and at a price that is much lower than our competitors. We were able to do this because we have a very streamlined supply chain (direct to the importers or manufacturers).
  • Posted by Lloyd.Kevin.C.Abrigo on 10/6/2014 at 11:42 PM Author
    No, not yet because we are currently studying the integration of another business model to our current strategy and the containers have a lot to do with it. Instead of the containers, we hand out leaflets and flyers.
  • Posted by ARobert on 10/7/2014 at 10:02 AM Accepted
    What about engaging your brand in social media? If you have some spare time yourself, then you can open up a social media account (for example Facebook) to organize campaigns, giveaways etc. Since you are focusing on those who have lower income, like students, then giving away free hamburgers or milk tea on Facebook is a great idea. Also, you can use these kind of promotions as your advantage, for example to participate in the sweepstakes, the people have to describe the experience with ErgoCha in one word. The results will have you fixed up with some good marketing and branding tools, words from the clients themselves that you can reuse in promotional materials, slogans etc.
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