ARP Proposal

7/31/2019 ARP Proposal

1/11

Comparative Analysis of Tea & Coffee Consumptionin Premium Specialist Caf Chains in Singapore - Case

Study of Starbucks & TWG Tea

Anuradha Manna

Mayur Mittal

Varun Mahajan

(ARP Group 10)


2/11

Literature Review The Effects of Advertising on Brand Switching and Repeat Purchasing John

Deighton, Caroline M. Henderson, and Scott A. Neslin (February 1994)

Lifestyle Trends Accelerate Growth in South African Cafes/Bars - EuromonitorInternational (28 June 2011)

Premium coffee sees greater opportunity in the UK despite recession -

Euromonitor International (01 December 2009)

Beverages in Consumer Foodservice: What You Drink is Who You Are

Euromonitor International (March 2012) Company Watch: Starbucks wakes up and smells the coffee - Euromonitor

International (10 July 2008)

Making Tea a Luxury (TWG Tea in Singapore) - Forbes Asia; 12/14/2009, Vol. 5

Issue 19, p80-82, 3p, 2

Tea: Make It More Than A Drink - Donna Berry, Dairy Foods (March 2009)


3/11

260.1

129.1

568.1

103.9

68

171.9

Bars/Pubs

Chained cafes

Independent Cafs

Chained Specialist coffee shops

Independent Specialist Coffee Shops

Hot drinks market - $155 million. Growth of 4.5% in 2010

Forecasts 2015 - $198.3 million, an increase of 27.9% since 2010

Coffee share 78.2% , Revenue of $121.3 million

Tea share

17.9% , revenue - $ 17.9 million

S$ million

IntroductionRetail


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Primary Research Undertake a market survey of tea

and coffee consumers in the

premium specialist cafs of

Singapore. Interviews with Industry Experts

Study of major differences between

premium tea and coffee chains.

Audience targeted classification to

be done on Socio economicparameters

Business persons

Tourists

High Income individuals

Teenagers

Secondary Research Scan all researches conducted

for the premium tea and

coffee segments

Understand the scope and

limit of our research


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Objective

Analyze impact made by premium specialist caf chains Study consumer perception of this premium segment

Examine tea and coffee consumption patterns

Determine factors that drive the success of these caf chains


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Hypothesis

There is a major impact made by premium specialist caf

chains on the tea and coffee consumption in Singapore

TWG Tea has single handedly changed the way consumers

perceive tea

Starbucks has been a major driver behind the increase in

coffee consumption in Singapore


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Research Methodology

Primary

Quantitative

Customer Survey

Factor

Analysis

Correlation RegressionPerceptual

Mapping

Qualitative

ExpertInterviews

Secondary

Qualitative

LiteratureReview

Quantitative

Coffee & TeainSingapore

Methodology


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Sample Questions

Do you visit specialist cafs?

Which ones and how often?

Have you visited Starbucks or TWG?

How would you rate their premium value on a scale of 1 to 5

with 1 being lowest and 5 being highest?

Do you consume tea or coffee?

How much do you spend there? Do you recall any advertising/promotion by them?

Did it influence your decision to visit them?

What do you like most about the caf?

What would like to see improved?


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Probable Outcomes

Specialist Coffee chains have positively impacted the overall

consumption of coffee

Consumers are more inclined towards coffee rather than tea

Premium tea brands have revived the tea culture of

Singapore to a certain extent

Coffee chains concentrate on tourist and tea chains focusmore on domestic consumers

Branding and advertising has helped improve consumption

of tea and coffee


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References

Ebsco Host

Euromonitor

Google Scholar

Thomson Reuters


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THANK YOU

Documents

ARP Proposal