Please answer Question 1 (B)
Brewed for survival and innovation: Tealive survived lockdown and moves forward Tealive, the largest lifestyle tea brand in Southeast Asia, will continue to innovate, improve the quality of its offerings and customer experience, and find opportunities to reward loyal customers. Jessica Lee, the marketing head of Loob Holdings Sdn Bhd, the brand owner of Tealive, said the company is grateful to its customers who have been supporting the brand since it was "brewed" in 2017. This has motivated them to continuously launch new products and cultivate collaborations with various partners from time to time. "We are lucky we have collaborated with most of the delivery partners in the country even before the first movement control order (MCO) was imposed in March 2020. "It greatly helped us to move forward unlike some that were unable to do so and had trouble sealing their (business) deals," she told Bernama during the tea seller's recent announcement of its collaboration with Kitkat, the international chocolate wafer by Nestle, and the launch of its new concept store, Tealive Plus, here. Lee said finding the right partner with other food and beverage (F\&B) players at the right time also played an important role in putting the brand in the Imelight. "For example, in October 2020, Teallve collaborated with besteelling instant noodle company Mamee to introduce Spicy Mi Boba. People wondered how it tasted, so they bought it. It went viral after they showed what they tried and for the first week, we almost ran out of stock. 'That was among the many reasons that many F\&B players came to us to collaborate because they saw our drink as the next wave which customers lowe, "Lee said, On its pricing strategy, Lee stated thet all Tealive menus have remained affordable to ensure that all levels of consumers will be able to enjoy their products. "Premium yes affordable for the higher range products below RM19, while our normal drinks menu is still capped at RM7, the kowest. We will maintain the prices to keep our customers. despite having 5060 per cent of our ingredients imported,' she said. With the opening of Tealive Plus, currently only available at the Pavilion Kuala Lumpur mall, it has also incooporated a QR code for customers to order in advance so that they don't have to queus up and can collect their orders at a later time. Tealive has over 730 stores in Malaysia at present and plans to open another 60 more stores in East Malaysia and smaller towns in Peninsular Malaysia to reach out to more Malaysians. On its plans for overseas markets, Lee salid Tealive, which opened stores in Manila, Philippines two months ago, is targeting to have another 10 more stores in Manila. "Next, we will head for Mauritius somelime in the middile of the year. This will be a franchise market and we are planning to start with three stores, operating in stages," she added. Tealive is also available in Australia, Brunei, Myanmar, the Uritod Kingdom, Vietnam, and Cambodia. Source: Bernama, hitips:i/www.malatamail.comawa/money/20220501lbrewed-for-suvivaland-innovation-teallye-suryived-kockdown-and-mowes--forw/2056599, as of 28h Sept 2022 a) In planning for its marketing offering, the marketers need to address a few product levels for its products. Visit the official website of Tealive (https://www.tealive.com.myf) and choose ONE (1) of its product lines. Explain the following FOUR (4) product levels concept applicable to the chosen product. i.ii.iii.iv.PotentialproductCorebenefitBasicproductAugmentedproduct(5Marks)(5Marks)(5Marks)(5Marks) b) Suggest ONE (1) branding strategy for Tealive's product line selected in 1 (a) that are relevant for each Product Life Cycle (PLC) stages below: i. Introduction (5 Marks) ii. Growth (5 Marks) iii. Maturity (5 Marks) iv. Decline (5 Marks) Brewed for survival and innovation: Tealive survived lockdown and moves forward Tealive, the largest lifestyle tea brand in Southeast Asia, will continue to innovate, improve the quality of its offerings and customer experience, and find opportunities to reward loyal customers. Jessica Lee, the marketing head of Loob Holdings Sdn Bhd, the brand owner of Tealive, said the company is grateful to its customers who have been supporting the brand since it was "brewed" in 2017. This has motivated them to continuously launch new products and cultivate collaborations with various partners from time to time. "We are lucky we have collaborated with most of the delivery partners in the country even before the first movement control order (MCO) was imposed in March 2020. "It greatly helped us to move forward unlike some that were unable to do so and had trouble sealing their (business) deals," she told Bernama during the tea seller's recent announcement of its collaboration with Kitkat, the international chocolate wafer by Nestle, and the launch of its new concept store, Tealive Plus, here. Lee said finding the right partner with other food and beverage (F\&B) players at the right time also played an important role in putting the brand in the Imelight. "For example, in October 2020, Teallve collaborated with besteelling instant noodle company Mamee to introduce Spicy Mi Boba. People wondered how it tasted, so they bought it. It went viral after they showed what they tried and for the first week, we almost ran out of stock. 'That was among the many reasons that many F\&B players came to us to collaborate because they saw our drink as the next wave which customers lowe, "Lee said, On its pricing strategy, Lee stated thet all Tealive menus have remained affordable to ensure that all levels of consumers will be able to enjoy their products. "Premium yes affordable for the higher range products below RM19, while our normal drinks menu is still capped at RM7, the kowest. We will maintain the prices to keep our customers. despite having 5060 per cent of our ingredients imported,' she said. With the opening of Tealive Plus, currently only available at the Pavilion Kuala Lumpur mall, it has also incooporated a QR code for customers to order in advance so that they don't have to queus up and can collect their orders at a later time. Tealive has over 730 stores in Malaysia at present and plans to open another 60 more stores in East Malaysia and smaller towns in Peninsular Malaysia to reach out to more Malaysians. On its plans for overseas markets, Lee salid Tealive, which opened stores in Manila, Philippines two months ago, is targeting to have another 10 more stores in Manila. "Next, we will head for Mauritius somelime in the middile of the year. This will be a franchise market and we are planning to start with three stores, operating in stages," she added. Tealive is also available in Australia, Brunei, Myanmar, the Uritod Kingdom, Vietnam, and Cambodia. Source: Bernama, hitips:i/www.malatamail.comawa/money/20220501lbrewed-for-suvivaland-innovation-teallye-suryived-kockdown-and-mowes--forw/2056599, as of 28h Sept 2022 a) In planning for its marketing offering, the marketers need to address a few product levels for its products. Visit the official website of Tealive (https://www.tealive.com.myf) and choose ONE (1) of its product lines. Explain the following FOUR (4) product levels concept applicable to the chosen product. i.ii.iii.iv.PotentialproductCorebenefitBasicproductAugmentedproduct(5Marks)(5Marks)(5Marks)(5Marks) b) Suggest ONE (1) branding strategy for Tealive's product line selected in 1 (a) that are relevant for each Product Life Cycle (PLC) stages below: i. Introduction (5 Marks) ii. Growth (5 Marks) iii. Maturity (5 Marks) iv. Decline
