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The new-style tea in China : the marketing strategy of HEYTEA /

This case study focuses on the tea industry in China and specifically on HEYTEA, a Chinese company pioneering the new-style tea concept. The case analyzes the marketing mix adopted by HEYTEA to differentiate its brand from its competitors and create a unique brand image. In detailing HEYTEA's m...

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Bibliographic Details
Main Authors: Filieri, Raffaele (Author), Xu, Yangjing (Author)
Format: eBook
Language:English
Published: London : SAGE Publications: SAGE Business Cases Originals, 2022.
Series:SAGE Business. Cases.
Subjects:
Branding (Marketing) > China > Case studies.
Advertising > Tea > China > Case studies.
Stratégie de marque > Chine > Études de cas.
Thé > Publicité > Chine > Études de cas.
Advertising > Tea
Branding (Marketing)
China
Electronic books.
Case studies
Online Access:Connect to the full text of this electronic book
Description
Summary:This case study focuses on the tea industry in China and specifically on HEYTEA, a Chinese company pioneering the new-style tea concept. The case analyzes the marketing mix adopted by HEYTEA to differentiate its brand from its competitors and create a unique brand image. In detailing HEYTEA's marketing mix, the case suggests that, to successfully target Gen Z consumers in China, beverage companies should pay particular attention to product appearance and design, digital technology, and brand image.
Physical Description:1 online resource : illustrations.
Bibliography:Includes bibliographical references and index.
ISBN:9781529779653
1529779650