LuxuryTea was established in Singapore in 2008 and has grown to over 800 tea blends and 200 varieties sold in retail stores and tea salons across 14 countries, with an opportunity to expand into Canada by leveraging the country's growing health trends and establishing a Tea Academy to spread tea culture. While facing competition from other tea brands, LuxuryTea aims to position itself as the premier luxury tea brand in Canada within 5 years by offering a unique high-end experiential environment and innovative tea experiences in its salons.

2.  Established in Singapore in 2008
 LuxuryTea brand with over 800 unique tea blends and
200 varieties
 Retail and premium tea salons in 14 countries
worldwide
 Offers tea accessories and tea infused patisseries

3. Strengths Weaknesses
1. High Product Quality 1. Unappealing digital and
social media presence
2. Wide ProductVariety 2. Lack of vertical integration
3. HighlyTrained Staff
4. Unique aesthetic appeal of
salons

4. Opportunities Threats
1. Growing health and wellness trend 1. ExistingCompetition
2. Establishment ofTea Academy in
Canada
2. Substitute Products

5.  Political
 Stability of Canadian political environment
 Minimal government intervention in business except mainly
through:
 taxation
 labor laws

6.  Economical
 Canada has a growing and vibrant economy with :
 low interest rates
 stable inflation rates
 strong currency

7.  Social
 Diverse cultural society
 Growing population
 Relatively good earning power of residents

8.  Technological
 Advanced technological society
 Technology is widely used in areas such as:
 Manufacturing/Production
 Communication
 Research and Development

9. Demographic
• Male and Female
• Age 20 and above
• AboveAverage Income
Psychographic
• Appreciate Experiential Products
• Status Seekers
Geographic
• Toronto

10. To spread the tea drinking culture among
Canadians (and tourists to Canada) by providing
rare and sophisticated tea blends and creating a
unique tea drinking experience in our salons.

11.  Become a market leader in the luxury tea
category in the next 5 years
 Reach profitability within two years
 Maintain at least 10% growth annually

12.  High-end experiential environment
 Luxurious salon aesthetics
 Offer unique blends
 Innovative brewing techniques
 Personnel:Tea specialist

13.  TeaTasting Events
 Tea Sampling Kiosks

14.  PositionTWG as the Haute Couture ofTeas
 Tie-ups with other luxury lifestyle brands

15. 4 P’s: Product Highest QualityTea
 Over 800 different single-estate, fine harvest
and exclusive blends of tea
 Offers a variety from loose teas, packaged
teas to tea bags and tea collections
The White HouseTea Yellow Gold BudTea

16. 4P’s: Product
 LuxuriousTea Salon
 European and Asian blend decor
 Highly trained knowledgeable staff
Tea Service

17. Luxury Experience
Basic Experience
High
Quality
Low
Quality

19. 4P’s: Place
• Fairmont Hotels
and Resorts
Wholesale: premium hotels and restaurants

20. 4P’s: Place Retail:TWG salon
• Yorkdale
Shopping
Centre

21. 4P’s: Place
• WHOLE
FOODS
Retail: high-end retailers

22. 4P’s: Place
• Web-site
• Mobile phone
application
E-commerce

23. 4P’s: Promotion
“Wide variety of
tea of superb
quality for elite,
for those who
appreciate a
luxury and
sophisticated
experience”.
Product message

24. • Articles in life-
style magazines
and web-sites
• Articles in
business
oriented issues
• Blogger’s posts
(food, lifestyle)
4P’s: Promotion Public Relations

25. 4P’s: Promotion
• Celebrities’
presence on
TWG events
• Seek
connection
with Royal
Family
Celebrity Endorsement

26. 4P’s: Promotion
• Toronto
FashionWeek
Events and Sponsorship

27. 4P’s: Promotion
• Our clients will
be our brand
ambassadors
Word-of-mouth

28. 4P’s: Promotion
• Country
Specific
Social Media

29.  Implement Premium Price Strategy in Canada
 Set a benchmark of 15% higher prices than Singapore
prices
Product David’sTea TWGTea
LooseTeas CAD 4.50 – 24.50 CAD 6.50 – 854.50
PackagedTeas CAD 6.00 – 54.50 CAD 40.50 – 750.00
Tea Bags CAD 6.00 – 39.50 CAD 25.00
Tea Accessories CAD 2.50 – 250 CAD 5.00 – 13,075.00
Price Comparison

30. 27,000,000
29,700,000
34,155,000
40,986,000
53,281,800
1,000,000 1,100,000 1,265,000 1,518,000 1,973,400
2014 2015 2016 2017 2018
5Year Sales Projection forTWGTea
$ Sales Cups of Tea & Desert Sold

31. Entry of similar competitors.
• ensure high product quality
• intensify communication of strengths
Interruptions of raw materials supplies.
• maintain strong relationships with suppliers
Food contamination
• follow standard procedure
Lawsuits
• hire the best law firm