green tea

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In the green tea market, Ichitan has been one of the successful company under Tan’s management. It is clear that there is a strategy that he keep deeply in mind 4Ps. The first one is Product. Taking advantage of being the first mover in the green tea market, Tan has much expertise and knowlegde of knowing- how in greatly basis from the customer’s preferences. Also, the continueous in developing new flavors to find the best matching of the customer demand has greatly stimulate the brandawareness via the existance of the brand via marketing oftenly. Price is the second P. He knows that when he was with Oishi, the product contains 520 ml. of one bottle and that the customer couldnt finish it within one time, clearly that it is too much amount. So he reduce to 400 ml. , the size that is properly with one time consumption. The decrease in volume helps to also price as well as the technology of Cold Aseptic in production process that altogether help decrease the over price.

Promotion is the third aspect, it is clearly that Ichitan has so many promotion to promote and boost up the sales li...

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