| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 102 === The goal of this thesis is to analyze how story telling is used to build up a marketing strategy in different culture environment and can promote tea as a lifestyle product. The Taiwanese brand “Lao Tsu Say” and the French’s brand “Le Palais des Th?臃 “, both quit successful in the French market, have been chosen to be analyzed. Both are new brands within the tea business, selling not just tea, but providing new lifestyle concepts adapted to the French culture environment.
The analysis has been conducted as a case study and a qualitative research. The information was collected from both official web side and further sources of internet data like customer’s judgment, newspapers, magazines and other studies for reference.
“Lao Tsu Say” and “Le Palais des Th?臃”, chose both “storytelling” to build up their marketing branding. Both are two new companies promoting their products and a new business idea to the same market. They are not just fashion and literate, but new and original.
Lao Tsu Say's branding story illustrats Chinese classical philosophy “Dao De Jing“ and “Lau Li and Ox” together, to descript the Dao-thinking and living style. This idea combined with enjoying the relax feeling while drinking tea is easy access through the “Lao Tsu Say” products in the modern stressed city environment. The products are presented with an Asian touch of styling and design, showing value, supporting contemplation which supports closing the bridge between eastern and western world.
Le Palais de Th?臃 is providing a total solution. The branding idea includes tea farmer culture, teas, fine trading and a green business. It declares the brand’s professional team, carries the knowledge of teas and showing care about both, the customer and tea maker. Buying and drinking this tea can be trusted. The consumer is getting the feeling and the joy to be part of the natural environment of a clean and environmental friendly making of tea.
|
|---|
