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Matcha Tea Marketing Strategy

MatchaTea Marketing Strategy


MatchaTea Marketing Strategy


Coffeeand tea have evolved over the last years. The introduction ofdifferent variations of matcha tea was introduced by the Chinese andJapanese monks. Matcha tea variations are compounded by a number ofingredients that match the religious affiliations of the Chinese andJapanese monks. Just like tea, coffee has a history, however, not aslong as that of tea. In the present some of the best coffee and tearecipes are still being used in the market. Unfortunately not all ofthem are known by a majority of the people. In fact, most people knowof the adversely existing flavors. Some of the greatest variations oftea connote such mixtures of milk, juice, alcohol and various spices(Hasegawa et al., 2016).

Thereare a wide range of benefits attributed to matcha tea though it tooka long time for scientists to ascertain the arguments of the initialfounders of the product. Among the health benefits associated withthe product include skin treatment, weight loss aid, bakingingredients, and highly nutritious supplemental powder. The recipesto make matcha tea range from the use of cookies to bread. Matcha teahas given the human race an eternity of taste sensations that willcontinue to surprise even the wide most jaded palate. The differentvariations considered for the purpose of this marketing strategyinclude the sun tea with a twist, green teafee, Burmese tea withcondensed milk and cream.

Matchatea is a product that easily conforms to all people in the societyranging from the old to the young and rich to poor. The competitiveadvantage of the product is that it is affordable and easily fits allthe people in the society regardless of their class or position. Thestrategy of the coffee and tea bar will be based on getting themessage to the target customers on the value that will be attainedfrom the products sold. There are a wide range of strategies thatwill be adopted to pass the message across. The mission of the coffeeand tea bar to provide a platform where single people can meet andinteract freely.

Matchatea will be the primary product and it will be served in variousflavors matching the needs of the customers. Sweet sun tea is aflavor that is borrowed from the concepts used in Southern U.S datingback to more than 200 years. The name of the flavor conforms to theway it is produced by being placed on the sun. The Green teafee isrelatively new in the market and it will pave way for newopportunities from customers who may want to taste it. Finally, theBurmese tea with cream and condensed milk originates from Burma wherepreparation of tea is deemed as an art and ritual. In this case thetea is all about milk. Through proper marketing strategies andconstant revolutionizing of the product, it is imperative to notethat selling or serving of matcha tea in a coffee and tea bar will bea success owing to the large untapped market (Hasegawa et al., 2016).


Thecustomer base can be segmented into two main groups and they includethe singles or unmarried and the non-singles also termed as themarried in the society. Based on the proportion of the customer flowto the bar, it is concluded that the married category is much loweras compared to the single category and this is on the virtue of thefact that non-singles tend to come with their partners or someonethey know and they will not likely divulge to get to know otherpeople buying the product. Thus, comparing the long term figures itcan be concluded that a chain of friends of non singles is muchsmaller as compared to the singles category.

Thesingles segment on the other hand encompasses a wide range of peoplewho would want to interact and socialize. These classes of customerstend to great a long chain of friends which will ensure a reliablecustomer base in the long run. This explains why more focus is placedon the singles as opposed to the non singles (Hilal &amp Mubarak,2016). However, this does not mean that the needs of the non-singlesare not addressed. The demographics of the singles include:

  • Single: these are single people who would like to foster their interactions with like minded people. Thus, they are self evident and their needs can be addressed appropriately by the production of tea flavors that suit their needs.

  • Professionals: These segments of singles like to enter into conservations and the tea and coffee bar will provide the required platform accompanied by high quality product: matcha tea to facilitate the interaction of the professionals.

  • Income of over $30,000: the high income margin illustrates that the customers are professionals and can afford the tea and coffee served in the bar. Matcha tea requires unique preparation and this is especially true if the flavors are to be made. Thus, in order to attain maximum benefits it is imperative to go for the class of people that can adequately position the product in the market in terms of revenue.

  • Age 25-45: this age group is ideal because they have jobs and they are looking for companions’ ship, and this means that they are likely to visit the bar more often and make orders of their special flavors. At the same time, at this age the customers are able and willing to spend their money as long as they make themselves happy and purchase quality products.


Theprimary objective of having a coffee and tea bar with matcha tea asthe main product to sale to the customers is to offer a premier placefor the young professionals to interact with other professionals indifferent fields and be able to share ideas. In the event ofinteracting and socializing the customers will be enjoying matcha teathat will be served on demand. In order to ensure that the customersknow the different flavors of matcha tea sold, there will be anawareness campaign that will be instituted in a bid to draw andretain more customers. The message that will be communicated is thatmatcha tea is a drink that everyone should consider tasting at thebar (Park, 2014). There are a wide range of methods that will be usedto communicate the message to the customers. However, focus will beplaced on the online platforms like the social media networks andonline ads. The online platform provides a reliable, cost effective,and easy to use approach especially when the target customer baseuses the platforms on a daily basis. Another important approach thatwill play a critical role is the use of coupons. Coupons will also beused as promotional tools in a bid to retain and encourage morecustomers to buy matcha tea from the coffee and tea bar.


Astimulus is defined as something that incites an activity. This is aunique aspect about a product that will lead to the purchase of theproducts. The three major beverages consumed in the world are coffee,tea and cola. Tea is an integral part of the food service sector andwidely accepted in the society (Herath &amp De Silva, 2011). Forexample, the Chinese commenced using tea as medicine and food inabout 4,000 years ago. Tea is not only popular in the country, butalso in many other countries in Europe and Asia. The consumption oftea has declined in the last few years, and this is especially truebetween the years of 1993 and 2000. The decline is mainly attributedto the constant rising population of the young people who are rarelyconnected to traditions and customs.

Thereare two main classes of definition associated with culture: broadsense and narrow sense definition. The term tea culture tends to takea narrow sense which means that the total of tea related material andspiritual wealth during the production process and combines bothtangible and intangible products that include ethics, etiquette,norm, art, religion and tea growing. A close analysis of the pastfive years will depict a constant rise of companies like Starbucksand McDonald. The main problem with these companies is that they tendto incorporate or target a wide range of customers which makes ithard to customize products to suit a small customer base, besidesthere is immense focus on instant coffee as opposed to the sale oftea. Thus, the coffee and tea bar will have a higher competitivestrategy in marketing its matcha tea. The tea will be cost effectiveand served in various flavors as requested by the customers. Further,there is a focus on provision of ideal space for the young people tointeract freely. A collection of young people will spur thedevelopment of the business. Finally, the medicinal value of matchatea will be an essential stimulus in the sale of the product to thecustomers however, this will be an additional bonus to quality,flavored and unique, and cost effective tea.


Customersdo not always know that they have a problem until a new product comesinto the market. Matcha tea is a not a new product in the market,however, the product has not been appreciated or marketed properly inthe market which explains why very few people know that it exists.Being a Chinese origin product, the aim is to ensure that it isblended with the local culture to lead to a production of amulti-cultured product that will be appreciated in the market.Currently, matcha tea is sold in small kiosks that hide in thebackground and majority of the customers going for the beverage arethe old people.

Theexisting problem is that the product has not been defined or modifiedto fit the existing young generation. There is no doubt that thefuture demand will come from the present generation. However, it isnot easy to convince young people without have the infrastructure andenvironment that suits their needs. In order to meet the needs andstandards of the target market, a coffee and tea bar is establishedand properly fitted to match an environment of young people. Further,social media will be used as an integral tool to facilitate theinteraction between the customers. For example, in specific days ofthe week the customers can use twitter to hashtag matcha tea as asign of interaction. Further, serving beverages among youngprofessionals has been a gaping opportunity not exploited by the bigcompanies, and those that have tried to enter the market niche, haveeither done it wrongly or provided wrong products to meet the needsof the customers.


Youngpeople are always on social media networks. According to a researchconducted by Yang and DeHart (2016), college students are mainlyinfluenced by politicians through social media platforms. Theresearch goes further to illustrate that trending topics on socialmedia are mainly followed by the youths and young professionals.Further, in a different study conducted by Tully and Ekdale (2012),depicts that social media plays a key role in enhancing entertainmentactivities among the youths. The two studies show that young peopleconstantly rely on social media to get and pass information which isan important basis for the company’s marketing strategy. The key tothe establishment of the coffee and tea bar and particularly servingmatcha tea is to enhance socialization.

Postson the different flavors of the product will be distributed onlineand customers will be allowed to give their reviews concerning theproduct. The use of social networks will give the bar an upper handin the sale of the product. Customers through their social mediagroups will harness the marketing activities. For example, youngprofessionals have Facebook groups and other mobile based applicationchat rooms. Through these segments they will be able to share andinfluence other’s on purchasing the product. The most importantpoint to note is that the target customers tend to talk about latestentertainment events like sports, music or politics. At the sametime, they interact and discuss personal issues at work or in school.This explains why the environment and the product served will sufficeas an essential system that will catalyze the socialization among theyoung people more importantly the young professionals.

Evaluationof Alternatives

Consumerdecision rules are termed as the procedures customers employ tofacilitate product choice. The rules are significant in reducing theburden of decision making by enhancing the provision of routines andguidelines that make the process less taxing (Bhatia, 2015). Thefigure below shows the two categories of decision rules:

Figure1: Decision Rules

Thecustomers will use compensatory rules to make a decision on whetherto purchase the product or not. As compared to other products alreadysold in the market, matcha tea will bring a new experience to thecustomers. The additional flavors of the beverage will add to theweighted score following a compensatory rule. As compared to otherexisting products in the market, matcha tea will definitely have thehighest score as compared to other products like coffee and cola.First the product has no negative health related consequence becauseit has a medicinal value. Second, the product is relativelyaffordable as compared to the income range of the customers. Finally,the bar provides a serene environment for the young people tointeract and this is a bonus and an additional positive attribute tothe marketing of the product.

Thethree types of non-compensatory rules include the conjunctive,disjunctive, and lexicographic rules. In the wake of the changingfocus on healthcare, consumers have diverged to the use of productsperceived as healthy and luxurious. Based on the healthcareperspective, matcha tea qualifies as an essential product. Moreover,the product is produced in different flavors which make it easy toattract a larger customer base. The need to associate and subscribeto particular norms of a group also makes it possible to pull moreand more young customers to purchase the product. Thus, the mainfactors considered by the customers in the purchase of the productcan be summarized as:

  • Medicinal value

    • Tea has less caffeine

    • Tea contains antioxidant

    • Tea boosts the immune system

  • Tea may keep you smile bright

  • Need to interact and feel part of a group

  • Affordability

  • Availability

  • Variety


Agood business is one that allows customers to interact with thebusiness in various ways without any form of limitations. Thus, thereare various purchase options that will be provided for the customersin a bid to enhance the purchase process. Customers will make cashpayments at the counter before they are served with their drinks. Inthis case it is only the drinks that will be paid for while thesocialization space will be provided for free. Customers can havetheir cups of tea and leave at their pleasure.

Further,the coffee and tea bar will have a dedicated website that will servethe needs of the customers who will not be able to visit the sellingpremises. In this case payments will be made through an online portallinked to credit card systems or online money transfer systems likePayPal. The essence of making payments first is to ensure that thecustomer does not fall back or withdraw from the ordered products.

Productsordered via an online system or the website will be delivered to thedifferent destinations as required by the customers at no extracharge within a 10 kilometer radius. Any orders that may be madebeyond the restricted distance will be charged based on the courierservices in the region. While cash payment may be the main mode ofpayment used by a majority of the customers, specific cards will beintroduced to facilitate the use of non-cash systems like debit cardsand credit cards. Moreover, the loyalty cards will be significant toreward routine customers. Similarly, coupons will be introduced toensure that referrals are enhanced.

PostPurchase Evaluation

Inorder to satisfy the needs of the customers, there will be a constantreview of the comments and recommendations provided by the customers(Reny, 2015). The product will be tailored to meet the specific needsof the customers. For example, since every customer purchasing thetea will have a unique flavor and the way that they want their teamade, focus will be placed on ensuring that routine customers getwhat they always want. At the same time, focus will be placed on thegeneral nature of the raw materials purchased. The raw materials mustbe of high quality on every order made from the suppliers and thisexplains why reliable suppliers will be sought.

Messageswill be sent to customers on a weekly basis to give the weekly offersas a measure of trying to build positive customer relationships. Atthe same time, there will be daily posts on social media platformsinforming and reminding the customers what they will be missing ifthey did not purchase the product on that specific day.

Insituations where customer remorse is evident, the problem will bemanaged by the public relations representative who will approachevery customer individually and try to find out the cause ofdissatisfaction. After pinpointing the cause of the dissatisfaction,the problem will be solved immediately and a follow up made to thecustomer to ensure that they are content with the solution attained(Herath &amp De Silva, 2011). Thus, the key to post purchaseevaluation is constant communication and reviews and development ofthe product to meet the changing demands in the market.

PostPurchase Behavior Evaluation

Postpurchase behaviors illuminate when customers assess whether they aresatisfied or dissatisfied with a product.


  • Post or tweet on how splendid matcha tea is, and where great flavors can be bought from (Coffee and Tea Bar).

  • Refer more friends

  • Continue to buy the product

Behaviorsto Avoid

  • Post or tweet negative messages on the product

  • Not to purchase the product again

  • Discourage friends from the use of the product

Thefocus is to ensure that the customers are satisfied with the qualityof the product and they are able to continuously purchase theproduct. Further, the customers should be able to post positivemessages and encourage their friends or relatives to try the product.In the event that the customers’ positive negative messages andnever come back to purchase the product, it is imperative to make afollow up on issues that led to such behaviors and try to makecorrective changes before things get out of hand. In this case everycustomer counts and every customer is the sole reason why thebusiness will succeed in the long run.


Thereis a gaping market opportunity that needs to be exploited. Currentlymost tea and coffee bars have focused on a larger market segmentforgetting that specific customers require their products tailoredand services improved to match their demographic requirements. Thetarget of the marketing strategy will be young professionals agedbetween 25 and 45 years. These customers like to socialize and theycan afford the product because the target population income is over$30,000. Matcha tea will be served in different varieties in linewith the orders made by the customers. Further, the purchase processcan be done physically or placed online depending with theconvenience of the customers. Thus, the mode of payment can be cashor through the use online payment systems like PayPal. In addition,credit and debit cards will be accepted. Finally, in order to ensurethat improved customer services are provided social media will beused as the main medium of communication. Constant follow ups on theneeds and concerns of the customers will be made in a bid to improveloyalty and the number of return customers.


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Hasegawa,T., Tsukumo, Y., Fujita, T., Fujihara, T., Takahashi, A., &ampNakajima, K. (2016). The odor of matcha (Japanese powdered green tea)as the base note of green tea leaves.&nbspInternationalJournal of Tea Science,(of). http://dx.doi.org/10.20425/ijts.v0iof.9577

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