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Tianlala: Growth of A New-Style Tea Drink Brand
內容大綱
Tianlala is a Chinese new-style tea drink brand that has been developing, producing, and selling fresh ice cream, tea, and coffee since 2015. By 2021, the brand covered twenty-eight provinces, 105 cities, and three municipalities across China. It had opened more than one hundred directly operated stores and more than six thousand franchised stores nationwide, served more than two hundred million customers, and sold an average of 1.5 million cups of milk tea every day.<br><br>It had taken only six years for Tianlala, a small, unknown milk-tea brand, to become one of the representative brands in the low-tier city market, going from being unknown to being accepted and appreciated by consumers, especially young ones. Despite this quick growth, the question for Wang Wei, the founder of Tianlala, was, How should the company reinforce its brand to grow further?
學習目標
This case is suitable for courses in marketing management, marketing strategy, and brand and product management at both the undergraduate and graduate level. This case covers topics ranging from brand positioning to brand marketing, providing insight into the initiatives that Tianlala has taken to ensure the acceptance of its brand by customers. Working through the case and assignment questions will allow students to develop the following:<br><br><ul><li>The ability to determine the market positioning of a new brand in the face of a complex competitive environment.</li><li>An understanding of how to maintain brand image after brand positioning.</li><li>The ability to integrate digital elements into brand marketing and management.</li></ul>