Established in Singapore in 2008

Luxury Tea 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

Strengths Weaknesses

1. High Product Quality 1. Unappealing digital and social media presence

2. Wide Product Variety 2. Lack of vertical integration

3. Highly Trained Staff

4. Unique aesthetic appeal of salons

Opportunities Threats

1. Growing health and wellness trend 1. Existing Competition

2. Establishment of Tea Academy inCanada

2. Substitute Products

Political

Stability of Canadian political environment

Minimal government intervention in business except mainly through:

taxation labor laws

Economical

Canada has a growing and vibrant economy with :

low interest rates stable inflation rates strong currency

Social

Diverse cultural society

Growing population

Relatively good earning power of residents

Technological

Advanced technological society

Technology is widely used in areas such as:

Manufacturing/Production Communication Research and Development

Demographic

• Male and Female

• Age 20 and above

• Above Average Income

Psychographic

• Appreciate Experiential Products

• Status Seekers

Geographic

• Toronto

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.

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

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

Tea Tasting Events

Tea Sampling Kiosks

Position TWG as the Haute Couture of Teas Tie-ups with other luxury lifestyle brands

4 P’s: Product Highest Quality Tea

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 House Tea Yellow Gold Bud Tea

4P’s: Product

Luxurious Tea Salon European and Asian blend decor Highly trained knowledgeable staff

Tea Service

Luxury Experience

Basic Experience

High Quality

Low Quality

4P’s: Place

• Fairmont Hotels and Resorts

Wholesale: premium hotels and restaurants

4P’s: Place Retail: TWG salon

• YorkdaleShopping Centre

4P’s: Place

• WHOLE FOODS

Retail: high-end retailers

4P’s: Place

• Web-site

• Mobile phone application

E-commerce

4P’s: Promotion

“Wide variety of tea of superb quality for elite, for those who appreciate a luxury and sophisticated experience”.

Product message

• Articles in life-style magazines and web-sites

• Articles in business oriented issues

• Blogger’s posts (food, lifestyle)

4P’s: Promotion Public Relations

4P’s: Promotion

• Celebrities’ presence on TWG events

• Seek connection with Royal Family

Celebrity Endorsement

4P’s: Promotion

• Toronto Fashion Week

Events and Sponsorship

4P’s: Promotion

• Our clients will be our brand ambassadors

Word-of-mouth

4P’s: Promotion

• Country Specific

Social Media

Implement Premium Price Strategy in Canada Set a benchmark of 15% higher prices than Singapore

prices

Product David’sTea TWG Tea

Loose Teas CAD 4.50 – 24.50 CAD 6.50 – 854.50

Packaged Teas 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

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

5 Year Sales Projection for TWG Tea

$ Sales Cups of Tea & Desert Sold

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