HEYTEA was founded in 2012 in Guangdong China and with over 650 stores in 2020 all over the

country.
Since then, started to expand to other Asian markets, for instance, to Singapore in 2018.

Location

Adapt

 Cheese/Cheezo
 6 drinks
 prices
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In terms of Heytea product adaptation, we identified 3 major problems, related to the name itself and
one to the price.

1. Cheese/Cheezo names

As you can see, there is a specific collection consisting of 4 drinks, with 2 of them called cheese/Cheezo
(Original Cheese Tea & Light Cheezo Tea) which we decided to change to creamy. So it will become
Original Creamy and Light Creamy Tea.

Why? The reason for the change is that after analyzing the potential Target customers, which are
Portuguese (foreigners) we concluded that they won’t spend their money on a strange drink with
cheese flavor. When in fact, it’s a sweet drink but with specific Chinese positioning. The cream reminds
of whipped cream so the name should also be clear enough for the Portuguese market.

2. Then, we also decided to introduce 6 specific Portuguese culture-related drinks with new names and
flavors.

It will include:

 2 drinks related to Portuguese Coffee-culture: “Café Cheio (without milk) and Meia de Leite
(with milk)”. The problem with this implementation is that HeyTea doesn’t sell coffee drinks
therefore we decided to add these two to the Heytea’s new Tea caffeine collection.
 2 drinks in the fruit Heytea collection Portuguese islands (Madeira and Acores),
 and finally, two extra drinks “Pastelzinho” and Cerveja

“Cerveja” with a funny message in Portuguese (that only native speakers know). The message will be
written inside the plastic cup so that people can see when they finished the drink. @Tira o cavalinho da
chuva@, @Tens muita lata@ @macamos me mordam@.

4. Sizes and Prices. Heytea in China has only one standard-size drink with a price varying from $10 to $20
depending on the flavor. Here in Portugal, we believe that it would be appropriate if we could create 3
sizes, namely small/medium and large which will significantly reduce the price.

We propose: 3-4e/small 7-9/medium and 11-15/large depending on the flavor.

Target (electronics etc)

Locations: stores in more competitive areas /near IKEA (commercial area). (Good. Since Target sells
many different items from food to electronics, it’s a great idea to locate the product in the same area as
IKEA since there will be the possibility to compare the items/prices and choose the best from the best.
It’s also very convenient for customers).

Yogurtland

California – frozen yogurt *plant-based* ice cream* sorbet*

Locations: Pescadores beach, cheaper/smaller place

Zoo Marine (young population)/shops with tourist’s products/nothing similar to their business/people
are served and afterward can be outside.

Algarve Shopping

Classic/exotic yogurts.

Remove: Matcha Green Tea/Dragon Passion Tart/

Adapt product: add expresso Coffee/fresh juices

The Portuguese love to be outdoors and take pets with them – add the Vision Board.

Put the calories of the product clearly visible.

Suggestions> paper cup *ecofriendly