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7/31/2019 ARP Proposal
1/11
Comparative Analysis of Tea & Coffee Consumptionin Premium Specialist Caf Chains in Singapore - Case
Study of Starbucks & TWG Tea
Anuradha Manna
Mayur Mittal
Varun Mahajan
(ARP Group 10)
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Literature Review The Effects of Advertising on Brand Switching and Repeat Purchasing John
Deighton, Caroline M. Henderson, and Scott A. Neslin (February 1994)
Lifestyle Trends Accelerate Growth in South African Cafes/Bars - EuromonitorInternational (28 June 2011)
Premium coffee sees greater opportunity in the UK despite recession -
Euromonitor International (01 December 2009)
Beverages in Consumer Foodservice: What You Drink is Who You Are
Euromonitor International (March 2012) Company Watch: Starbucks wakes up and smells the coffee - Euromonitor
International (10 July 2008)
Making Tea a Luxury (TWG Tea in Singapore) - Forbes Asia; 12/14/2009, Vol. 5
Issue 19, p80-82, 3p, 2
Tea: Make It More Than A Drink - Donna Berry, Dairy Foods (March 2009)
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260.1
129.1
568.1
103.9
68
171.9
Bars/Pubs
Chained cafes
Independent Cafs
Chained Specialist coffee shops
Independent Specialist Coffee Shops
Hot drinks market - $155 million. Growth of 4.5% in 2010
Forecasts 2015 - $198.3 million, an increase of 27.9% since 2010
Coffee share 78.2% , Revenue of $121.3 million
Tea share
17.9% , revenue - $ 17.9 million
S$ million
IntroductionRetail
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Primary Research Undertake a market survey of tea
and coffee consumers in the
premium specialist cafs of
Singapore. Interviews with Industry Experts
Study of major differences between
premium tea and coffee chains.
Audience targeted classification to
be done on Socio economicparameters
Business persons
Tourists
High Income individuals
Teenagers
Secondary Research Scan all researches conducted
for the premium tea and
coffee segments
Understand the scope and
limit of our research
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Objective
Analyze impact made by premium specialist caf chains Study consumer perception of this premium segment
Examine tea and coffee consumption patterns
Determine factors that drive the success of these caf chains
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Hypothesis
There is a major impact made by premium specialist caf
chains on the tea and coffee consumption in Singapore
TWG Tea has single handedly changed the way consumers
perceive tea
Starbucks has been a major driver behind the increase in
coffee consumption in Singapore
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Research Methodology
Primary
Quantitative
Customer Survey
Factor
Analysis
Correlation RegressionPerceptual
Mapping
Qualitative
ExpertInterviews
Secondary
Qualitative
LiteratureReview
Quantitative
Coffee & TeainSingapore
Methodology
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Sample Questions
Do you visit specialist cafs?
Which ones and how often?
Have you visited Starbucks or TWG?
How would you rate their premium value on a scale of 1 to 5
with 1 being lowest and 5 being highest?
Do you consume tea or coffee?
How much do you spend there? Do you recall any advertising/promotion by them?
Did it influence your decision to visit them?
What do you like most about the caf?
What would like to see improved?
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Probable Outcomes
Specialist Coffee chains have positively impacted the overall
consumption of coffee
Consumers are more inclined towards coffee rather than tea
Premium tea brands have revived the tea culture of
Singapore to a certain extent
Coffee chains concentrate on tourist and tea chains focusmore on domestic consumers
Branding and advertising has helped improve consumption
of tea and coffee
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References
Ebsco Host
Euromonitor
Google Scholar
Thomson Reuters
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THANK YOU