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Tea Cafe Strategic Marketing :Perceptual Mapping by Using Ching Shin as Example
郭逸欣 陳羿君 楊詩驊 陳儀娟
A g e n d a
Abstract
Introduction
Literature Review
Methodology
Result
Abstract This study is an application of perceptual mapping. We take Ching Shin as an example to examine this firm’s competitive position among the tea cafe market around NCKU. For completing the perceptual map, we take price and uniqueness as two coordinate axis of customers perception. The result of the study is based on the questionnaire both online and offline. Furthermore, we give their managerial implications for Ching Shin according to their study result.
Introduction
• Motivation-The tea cafe market is competitive around the NCKU, and new comers continue to enter this battle. To the already existed tea cafes, what should they do?
• Purpose-Using perceptual map to help Ching Shin to find benchmark competitors and establish marketing strategies.
Literature Review
Building online brand perceptual mapCyberPsychology & Behavior; Oct2008, Vol. 11
Issue 5, p607-610, 4p, 3 Charts, 1 Graph
Purpose Correspondence analysis Result
Building online brand perceptual map
Purpose • Attempted to propose branding strategies
by mapping consumers’ brand perceptions.
• Using perceptual map to help Ching Shin to find benchmark competitors and establish marketing strategies.
Literature Review
The Data Methodology Results Marketing Strategy Implications
Service Analysis: A Bank Marketing Example Using Perceptual Mapping
Advances in Consumer Research; 1975, Vol. 2 Issue 1, p525, 9p
Service Analysis: A Bank Marketing Example Using Perceptual Mapping
Marketing Strategy Implications• Discuss how service re-positioning, market
segmentation, and service surveillance may be considered in light of the findings.
• Using perceptual map to help Ching Shin to find benchmark competitors and establish marketing strategies.
Service Analysis: A Bank Marketing Example Using Perceptual Mapping
Summary• Perceptual mapping is a useful tool for
analyzing management of services.• However, it is a technique that is not
without its limitations.• Perceptual mapping may indicate where
effort should be concentrated or reduced.
Methodology
50 嵐、波哥、茶的魔手、清心、 tea’s 原味、櫻桃果子、紅太
陽
Methodology
Data analysis
權重票數
總分
Data analysis
50 嵐 波哥 茶的魔手 清心tea's 原
味櫻桃果子 紅太陽
價格 117 118 82 90 80 84 78
獨特性
口味 110 106 73 83 76 96 73
品項 107 115 73 80 72 87 73
購買決心 95 88 62 73 61 85 61
獨特性 312 309 208 236 209 268 207
12 35 46 7
21 46 35 7
Data analysis price uniqueness
50 嵐 117 9.775 312 10
波哥 118 10 309 9.74286
茶的魔手 82 1.9 208 1.08571
清心 90 3.7 236 3.48571
tea's 原味 80 1.45 209 1.17143
櫻桃果子 84 2.35 268 6.22857
紅太陽 78 1 207 1
Data analysis
Results Analysis On the lower left corner of the map.
Devaluation.
Space of improving for Ching Shin.
Upper right corner.
Cherries Tea House.
Results Implication
Taste:
Enhance the promotion of popular drink that
already exist. Item:
Recreate the packaging of the special product. Determination of purchase:
Offer discount or trial on special event to attract
new and win-back customer.
Reference Chiang, I-Ping, Lin, Chih-Ying, Wang, Kaisheng M. Building Online Brand Perceptual Map. CyberPsychology & Behavior; Oct2008, Vol. 11 Issue 5, p607-610, 4p, 3 Charts, 1 GraphGillette, William, Evans, Richard H. SERVICE ANALYSIS: A BANK MARKETING EXAMPLE USING PERCEPTUAL MAPPING. Advances in Consumer Research; 1975, Vol. 2 Issue 1, p525, 9p温宗諭 (2010) ,運用多元尺度分析台灣茶飲料加盟連鎖店的品牌知覺,國立彰化師範大學國際企業經營管理所研究生
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