TIANLALA: New-Style Tea Brand Shines in the Lower-Tier Cities Market*

*Best Case in International Management Atlas-AFMI 2024

Inviting franchises since 2015, Tianlala is a Chinese new style tea drink brand that mainly produces, develops and sells fresh ice cream, tea and coffee. So far, it has covered 28 provinces, 105 cities and 3 municipalities from north to south, opened more than 100 directly-operated stores, more than 5,000 franchised stores nationwide, served more than 200 million customers, and sold an average of 1.5 million cups of milk tea everyday.

Facing strong competitors, how can an emerging brand start from being unknown to being accepted and appreciated by consumers, especially the young ones? Through this case, we hope to provide inspiration for new brands positioning to brand marketing.

- The ability to determine the market positioning of a new brand in the face of a complex competitive environment
- After establishing brand positioning, the ability to display and maintain the brand's image
- Living in the digital age, the ability to integrate digital elements into brand marketing and management
- The ability to analyze and gain inspiration in the face of a case

Tianlala, Chinese market, lower-tier cities market, marketing, management, brand image, positioning, brand marketing

- Students in Master and specialized Mastère
- MBA and Executive MS
For executives and managers in continuous training.

New style tea drink

PowerPoint : 10 slides

Année de la problématique : 2021

Livraison : Livraison par lien de téléchargement

Nombre de pages : 13

Temps d'utilisation : 1h30

Code du secteur d'activité : 15 - Industries alimentaires