UNIVERSITY OF MALAYSIA PERLIS

- BFT 515 -
“Marketing Management”

TWG TEA – Case Study Assignment

Prepared By: Muzaphar Noman Abdulrahman

Prepared For: Dr. Hj. Lokman Salim

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Topic Summary:

The Wellness Group Tea, usually shortened to TWG Tea, is a Singapore-based luxury
tea company with several tea salons across the world and product distribution in more
than 40 countries. It began in 2008 and primarily sells tea and light snacks

1. Evaluate TWG TEA's Strategy To Be A Fashion Designer Tea Brand?

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WG Tea wants to be revolutionary.It boasts the finest and largest collection of tea from
everyproducing country in the world.

Why Singapore? The city is close to the five tea-growing capitals of Asia—China, India,
Sri Lanka, Taiwan,and Japan. This ensures that the tea leaves can be quicklydelivered for
freshness. Moreover, the fact that Singaporedoes not produce tea means that these
countries cannotimpose an export duty on their leaves.

What strategy does Murjani and Bouqdib have forTWG Tea? They aim to make tea
an affordable indulgence. Just like spending a large sum on a bespoke or limited edition
bag at Louis Vuitton, TWG Tea wants consumersto likewise, be willing to pay a relatively
higher sum forgourmet tea. It offers gourmet blends of loose tea leavesthat costs from
$4.50 to $4,500 for 50 grams. Its tea bagsare easily three times the price of Twinings or
Lipton.

Just like haute couture fashion designers, Murjani andBouqdib choose their tea leaves
very carefully, and spendlots of time creating various blends. TWG Tea buys itsteas from
36 countries, including places like Zimbabwe,Mozambique, and Myanmar. They cultivate
good relationswith their suppliers. Bouqdib has worked in the tea businesssince he was 23
and has fostered strong relationships withtea gardens and estates worldwide. As an
example, the Da Hong Bao leaves from the Wuyi mountains in China’sFujian province
are highly coveted by tea aficionadosand are generally reserved for the government.

However,with its good relations, TWG Tea has some quantities of it. Thus, it is not
surprising that even some Chinese tea connoisseurs come to Singapore to buy the Da
Hong Bao from TWG Tea.

The founders travel regularly to sample hundreds of teas at the source. They choose the
best and bring them back and build blends from them. In blending, Murjani and Bouqdib
live in a world of their own. They create more than two dozens of flavors each year. They
see tea like fashion, introducing every season with a collection. Accompanying these
exotic blends are equally intriguing names like Silver Moon, Magic Flute, Weekend in
Moscow,and Singapore Breakfast Tea. The latter is served on all Singapore Airlines first
and business-class flights. The idea behind these different blends and interesting names is
to create a voyage-like experience when customers walk into its boutique. TWG Tea
wants its customers to feel that they are traveling to a different place with their palate and
that the tea will evoke memories of these different flavors.

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2. Do you think the concept of TWG TEA's Strategy To Be A Fashion Designer

Tea Brand?

STRATEGY OF GOOD TIME:

 IBM transform its first success in creation of DOS into selling software

1. They used initial advertising to communicate the company range of products form
DOS to launch the Excel and Windows.
2. This strategy contribute to launch of WINDOW operating system and Microsoft
Office which being benchmark for Microsoft success.
3. They continue innovation with Window 3.0 which been using c currently and
being milestone in the industry and for Microsoft.

 They invest in magazines advertising as well used magazine endorsement.

1. The magazine endorsement increase user awareness and brand of Microsoft

product, therefore they able to capture more market share.
2. This promotional push Microsoft as one of must have tools in the IT sectors.

 Use of slogan “Where Do You Want To Go Today”

1. This slogan strategy not only increase awareness of individual products but also
corporate attention.
2. Indirectly companies and end user feel the same benefit under Microsoft products.
 Launch of Internet Explorer
1. Microsoft use the “browser wars’’ platform to introduce Internet Explorer
browser (free software) which being rival to Navigator browser under Netscape.
2. This product gives high turnover by decreasing Netscape market share, which is
72% to 4%.
3. Create more reputation and well known among IT sectors.

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 Release Window 2000 in 2000 and Window XP as well as Xbox in 2001

1. They launch more advance window’s version such as 2000 and XP to over claim
they numerous lawsuits due to their marketing tactics and antirust charges.
2. The greatest diversity when they launched Xbox which is marking the company
entrance into the multibillion-dollar gaming industry as one contingency strategy
rather than focusing in IT products.

3. STRATEGY IN POOR ECONOMIC TIMES:

 Created campaign entitled ‘”Window Life Without Walls”

1. As the recession hit in 2008, Microsoft found they were lost and rivalry increase
from Apple by launching the ‘’Get the Mac’’ campaign. In addition to this,
Microsoft launch Vista operating system in 2007 but was plagued with bugs and
problems.
2. Microsoft stock price dipped by over $40 a share.
3. As a recovery strategy they launch ‘”Window Life Without Walls” to repair their
reputation and increase the market shares.
4. The company intensive in developing economical cost software in computers.
This objective work well in the recession period by attract the user to consider
Microsoft product.

 Launch commercial promo with ‘’I’m PC’’ ads

1. In this ads Microsoft employees will be characterized as PC and it is made into

stereotype.
2. Basically this commercial illustrate that, PC owners captured more pride in
owning a set of PC. Indirectly carrying message that each PC need to utilize with
Window operating system.

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3. Therefore this ads contribute massive impact by develop and improve customer
loyalty and employee morale.

 Opened a retail stores.

1. This strategy to engage more actively and closely with consumers.

2. Hence this retails stores will be source of information provider about consumer
buying behavior and pattern.
3. They can use those details to introduce more products according to consumer
preference.

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Question 2: Discuss the Pros and cons of Microsoft’s most recent I’m a PC
campaign. Is Microsoft’s doing good thing by acknowledging Apple’s campaign in
its own marketing message? Why or Why not?

The campaign was produced by the CPB advertising agency and displayed usual PC
users to be initiate everywhere. It was the another stage of Microsoft's 2008 exertions to
illustrate the ubiquity of Apple's "Get a Mac" ads, which described the Mac as "cool and
intuitive" and the PC as "boring and clunky". The Microsoft advertisements naturally
opened with an image of Sean Siler, a genuine Microsoft employee uttering lines such as
"Hello I'm a PC, and I've been made into a stereotype" and "Hello I'm a PC, and I am not
alone."

 The Pro of this campaign are such as:

1. Support window 7 indirectly where the ads typically focus on one person and end
with the tagline "I'm a PC and Windows 7 was my idea." By the way, this create
more product awareness among end user.
2. Celebrity appearance in the ads such as Eva Longoria, the author Deepak Chopra
and the singer Pharrell Williams, develop very strong endorsement towards the
Microsoft products.
3. Contain very productive message such as ‘’from scientists and fashion designers
to shark hunters and teachers, all of whom affirm, in fast-paced, upbeat vignettes,
their pride in using the computers that run on Microsoft operating systems and
software’’. This message being very viral among end user that Microsoft as
friendly must have tools in PC’.

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 The cons of the campaign are such as:

1. No originality, since the campaign was partially transformed from very

similar to the PC character from the Apple ads. Therefore, creativity ethics
are not originate from Microsoft notions.
2. Unhealthy ads competition, since Microsoft indirectly portrait Apple
products in very negative perceptive in term of quality of design.

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References

Pilato, L.; and Michno, Michael J. (1994). Advanced composite materials (Chap 1
Introduction, and Chapter 2 "Matrix Resins"). Springer-Verlag New York.

OSHA (2009). "Polymer Matrix Materials: Advanced Composites". U.S. Department of

Labor. Retrieved 2013-09-05.

ACG (2006). "Introduction to Advanced Composites and Prepreg Technology" (free PDF
download). Advanced Composites Group. Retrieved 2013-09-18.

Day, Dwayne A. (2003). "Composites and Advanced Materials" (Centennial of Flight

Commemoration Act Public Law 105-389 105th Congress (November 13, 1998)).
NASA. U.S. Centennial of Flight Commission. Retrieved 2013-09-17.

Website Sources:

Wikipedia, the free encyclopedia, Retrieved on September 18, 2013 from

http://en.wikipedia.org/wiki/Advanced_composite_materials_(engineering)#Industri
al_composites.