Tea Cafe Strategic Marketing :Perceptual Mapping by Using Ching Shin as Example

郭逸欣 陳羿君 楊詩驊 陳儀娟

A g e n d a

Abstract

Introduction

Literature Review

Methodology

Result

Abstract This study is an application of perceptual mapping. We take Ching Shin as an example to examine this firm’s competitive position among the tea cafe market around NCKU. For completing the perceptual map, we take price and uniqueness as two coordinate axis of customers perception. The result of the study is based on the questionnaire both online and offline. Furthermore, we give their managerial implications for Ching Shin according to their study result.

Introduction

• Motivation-The tea cafe market is competitive around the NCKU, and new comers continue to enter this battle. To the already existed tea cafes, what should they do?

• Purpose-Using perceptual map to help Ching Shin to find benchmark competitors and establish marketing strategies.

Literature Review

Building online brand perceptual mapCyberPsychology & Behavior; Oct2008, Vol. 11

Issue 5, p607-610, 4p, 3 Charts, 1 Graph

Purpose Correspondence analysis Result

Building online brand perceptual map

Purpose • Attempted to propose branding strategies

by mapping consumers’ brand perceptions.

• Using perceptual map to help Ching Shin to find benchmark competitors and establish marketing strategies.

Literature Review

The Data Methodology Results Marketing Strategy Implications

Service Analysis: A Bank Marketing Example Using Perceptual Mapping

Advances in Consumer Research; 1975, Vol. 2 Issue 1, p525, 9p

Service Analysis: A Bank Marketing Example Using Perceptual Mapping

Marketing Strategy Implications• Discuss how service re-positioning, market

segmentation, and service surveillance may be considered in light of the findings.

• Using perceptual map to help Ching Shin to find benchmark competitors and establish marketing strategies.

Service Analysis: A Bank Marketing Example Using Perceptual Mapping

Summary• Perceptual mapping is a useful tool for

analyzing management of services.• However, it is a technique that is not

without its limitations.• Perceptual mapping may indicate where

effort should be concentrated or reduced.

Methodology

50 嵐、波哥、茶的魔手、清心、 tea’s 原味、櫻桃果子、紅太

陽

Methodology

Data analysis

權重票數

總分

Data analysis

　 50 嵐 波哥 茶的魔手 清心tea's 原

味櫻桃果子 紅太陽

價格 117 118 82 90 80 84 78

獨特性

口味 110 106 73 83 76 96 73

品項 107 115 73 80 72 87 73

購買決心 95 88 62 73 61 85 61

獨特性 312 309 208 236 209 268 207

12 35 46 7

21 46 35 7

Data analysis　 price uniqueness

50 嵐 117 9.775 312 10

波哥 118 10 309 9.74286

茶的魔手 82 1.9 208 1.08571

清心 90 3.7 236 3.48571

tea's 原味 80 1.45 209 1.17143

櫻桃果子 84 2.35 268 6.22857

紅太陽 78 1 207 1

Data analysis

Results Analysis On the lower left corner of the map.

Devaluation.

Space of improving for Ching Shin.

Upper right corner.

Cherries Tea House.

Results Implication

Taste:

Enhance the promotion of popular drink that

already exist. Item:

Recreate the packaging of the special product. Determination of purchase:

Offer discount or trial on special event to attract

new and win-back customer.

Reference Chiang, I-Ping, Lin, Chih-Ying, Wang, Kaisheng M. Building Online Brand Perceptual Map. CyberPsychology & Behavior; Oct2008, Vol. 11 Issue 5, p607-610, 4p, 3 Charts, 1 GraphGillette, William, Evans, Richard H. SERVICE ANALYSIS: A BANK MARKETING EXAMPLE USING PERCEPTUAL MAPPING. Advances in Consumer Research; 1975, Vol. 2 Issue 1, p525, 9p温宗諭 (2010) ，運用多元尺度分析台灣茶飲料加盟連鎖店的品牌知覺，國立彰化師範大學國際企業經營管理所研究生

Thank you for listening.