The Awareness of TWG Origin
Mohammad Bayu Saputra, Nubtong Kaoketkorn, Gledies Putri Irza, Eveline Ndoen,
Miccola Emirio Zein
Our project aims to understand the role of brand image in the market especially for luxury tea products and services and to seek an opportunity to compete with other luxury tea brands as well as raising consumers’ awareness of the origin country of TWG Tea. The company plan to make the brand recognised as the local brand because they think it could become one of their unique selling point in the market. Therefore, we would like to prove it by conducting a survey for the existing and non-existing consumers of TWG and ask their perception about the brand. We are targeting 100 participants which consist of 20 TWG consumers and 80 non-consumers. We will be focusing on the consumers’ point of view regarding TWG Tea origin, how, and why they still choose or consume TWG instead of other tea brand. Furthermore, we will analyse whether the service of TWG helps the brand to stand out in the market as a Singapore brand. After analysing the results of the survey, our team can make further finding and collaborate it with the literature review and draw a conclusion.
