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The new-style tea in China : the marketing strategy of HEYTEA / Raffaele Filieri, Yangjing Xu.
- Format:
- Book
- Author/Creator:
- Filieri, Raffaele, author.
- Xu, Yangjing, author.
- Series:
- SAGE Business. Cases.
- SAGE Business Cases
- Language:
- English
- Subjects (All):
- Branding (Marketing)--China--Case studies.
- Branding (Marketing).
- Advertising--Tea--China--Case studies.
- Advertising.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2022.
- Summary:
- This case study focuses on the tea industry in China and specifically on HEYTEA, a Chinese company pioneering the new-style tea concept. The case analyzes the marketing mix adopted by HEYTEA to differentiate its brand from its competitors and create a unique brand image. In detailing HEYTEA's marketing mix, the case suggests that, to successfully target Gen Z consumers in China, beverage companies should pay particular attention to product appearance and design, digital technology, and brand image.
- Notes:
- Includes bibliographical references and index.
- Description based on XML content.
- ISBN:
- 1-5297-7965-0
- 9781529779653
- OCLC:
- 1277087486
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