1. Tea Truck in New York
Ya Wen Lu
Jin Sun Park
April 13, 2010
2. Brand Mission
Our tea truck delivers the ultimate tea
experience by providing an easy and
quick access to a variety of quality tea
from various regions around the world
3. We proudly present new means of
relaxation and self-realization:
Our tea truck represents a piece of
mind on busy streets of New York.
Through our tea truck, tea drinking and
its unique culture will penetrate into your
daily life, changing the perception of tea
and building a closer and stronger
relationship with tea. It will also replace
the traditional morning rituals of drinking
coffee by introducing the art of tea.
4. Quality
Our Tea Truck
Convenience Price
Brandscape Analysis Identifying the white space
5. price convenience availability wide range of choice
availability wide range of choice convenience friendly staff
convenience friendly staff wide range of choice specialty
pros friendly staff atmosphere
assurance
(established brand)
toilet
lack of choice limited availability quality price
unfriendly staff lack of seating area price crowd
cons quality crowd time-consuming
unhygienic
Brandscape Analysis Pros & Cons
6. Persona 1:
Carolyn Fowler, 40
Occupation: Volunteer Coordinator (Non-Profit)
Location: West Village, New York City
Favorite Tea: Floral tea
• not satisfied with options so brings her own tea
and drink it at her office
• loves to go to tea houses during weekend
• doesn’t mind spending money for quality tea
• loves to read and watch movies, especially
indie films, but doesn’t watch TV
7.
8. Persona 2:
Alexia Neely, 23
Occupation: College Student
Location: Lower East Side, New York City
Favorite Tea: White tea
• does not understand the complexity of the art
of tea but drinks tea because it’s “cool” to be
different and is also good for health
• weight-conscious and crazy about antioxidants
and buys “packaged” teas
• loves shopping at vintage stores
9.
10. Persona 3:
James Smith, 34
Occupation: Financial Analyst
Location: Tribeca, New York City
Favorite Tea: Hoji tea
• looking for alternatives for coffee to be more
health-conscious and wants to know more
about tea
• financially stable and well-traveled
• sophisticated and modern, sometimes attends
gallery openings to socialize
• has the-state-of-art audio system at his loft
