Green-Pocelain2-300x259 Lessons learned from the tea shop:

  • Design products with clear differentiation in mind
  • Create collaterals and content to clearly communicate the features as they relate to the target audience
  • Provide an experience for audience which showcases the products

I accidentally encountered Lin’s Ceramics Studio while strolling through the hidden alleyways of Taipei.  I immediately fell in love with a beautiful green porcelain tea set.  Green is not my favorite color, but the green porcelain tea set reminds me of morning dew glittering in the rising sun’s light.

As I walked around the store, I was surprised to discover this little tea shop has a clear segmentation strategy for their products.

 “They started with a theme: “A good pot makes good tea.”  They have three major tea set product lines: Purion, Pottery and Porcelain.“ 

Purion: This set has a surface that feels rough and thick.  The tea sets are made out of mud and heated in a kiln at over 1000 degrees Fahrenheit (538 degrees C).  They position the Purion series as being best for roasted and fully fermented teas such as Tie Guan Yin, black teas and hard fired Oolongs.

Pottery: While the outside is smooth and dark, Pottery features a white inside in order to highlight the color of the tea.  This series is tailored for partly or half fermented teas such as regular Oolongs.

Porcelain: With a Silky feel and flawless surface, the light green colored Porcelain is perfect for lightly and non-fermented teas such as Jasmine and teas with floral aromas.

Such clean segmentation made it easy for the sales clerks to explain the different tea sets.  I was in this tea shop for only 5 minutes before I understood which product was the most suitable for me.

The store is designed with a minimalist look-and-feel.  Special lighting is designed to highlight the beauty of the tea sets.  In addition, there is a little open area in the back to show you how to drink and enjoy tea.  Collateral with compelling visuals clearly reinforces the three product lines.

They did a great job on marketing: create a pleasant experience featuring their products with clear positioning for their customers and themselves.

How do you differentiate your products?

 

 

 

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Author

Pam Didner

Posted on

May 18, 2012

Category
Global Marketing Blog, Marketing Know-Hows
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    • Pam

      Hi-
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      Pam