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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 Agenda 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 map CyberPsychology & 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 Service Analysis: A Bank Marketing Example Using Perceptual Mapping Advances in Consumer Research; 1975, Vol. 2 Issue 1, p525, 9p The Data Methodology Results Marketing Strategy Implications 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 票數 權重 總分 Data analysis 50嵐 價格 獨特性 117 波哥 2 118 茶的魔手 1 82 5 清心 90 tea's 原味 3 80 6 櫻桃果子 84 4 紅太陽 78 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 1 309 2 208 6 236 4 209 5 268 3 207 7 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 Graph Gillette, 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 Thank you for listening.