TAIWAN TASTE TEA: TAIWAN TASTE TEA AROMA LABEL

Market Demand
Taiwan Taste is a new tea brand coming from Taiwan, China. The public awareness of this brand, as well as the customers’ recognition to the features of the product needs to be set up quickly in the competitive key markets of the mainland China.
Solutions
All the tea of Taiwan Taste comes from the ecological tea gardens in Taiwan Alishan hill area. Compared with other tea in the market, Taiwan Taste is featured in its rich fragrant flavor and premium sweet aroma, therefore “tea aroma” was taken as the highlight to be promoted at the early stage.
Marketing Execution
In the retail stores of the key markets, free tea samples along with creatively designed and produced tea aroma labels were distributed. The labels were produced through special technics and drying method and the specific scent of each series of tea is printed on its corresponding labels attached. Also on the label, people could find a brief introduction about different series of teas, including the places of origin, features, flavors, as well as the sales information in the mainland, which is benefit for creating immediate attractions and setting up tangible memories among the customers.
Achievements
In one single retail store, during the three-week promotion period, over 3,000 tea aroma labels were claimed, which generated 900 pieces of actual sales, accounting for 30% of the total claiming amount.