Tea Cafe Strategic Marketing :
Perceptual Mapping by Using Ching Shin as Example
郭逸欣 陳羿君 楊詩驊 陳儀娟
Agenda
Abstract
Introduction
Literature Review
Methodology
Result
Abstract
This study is an application of perceptual mapping.
We take Ching Shin as an example to examine this
firm’s competitive position among the tea cafe market
around NCKU. For completing the perceptual map, we
take price and uniqueness as two coordinate axis of
customers perception. The result of the study is based on
the questionnaire both online and offline. Furthermore,
we give their managerial implications for Ching Shin
according to their study result.
Introduction
• Motivation-The tea cafe market is
competitive around the NCKU, and new
comers continue to enter this battle. To the
already existed tea cafes, what should they
do?
• Purpose-Using perceptual map to help
Ching Shin to find benchmark competitors
and establish marketing strategies.
Literature Review
Building online brand perceptual map
CyberPsychology & Behavior; Oct2008, Vol. 11
Issue 5, p607-610, 4p, 3 Charts, 1 Graph
Purpose
Correspondence
analysis
Result
Building online brand perceptual
map
Purpose
• Attempted to propose branding strategies
by mapping consumers’ brand perceptions.
• Using perceptual map to help Ching Shin to
find benchmark competitors and establish
marketing strategies.
Literature Review
Service Analysis: A Bank Marketing
Example Using Perceptual Mapping
Advances in Consumer Research; 1975, Vol. 2
Issue 1, p525, 9p
The
Data
Methodology
Results
Marketing
Strategy
Implications
Service Analysis: A Bank Marketing
Example Using Perceptual Mapping
 Marketing Strategy Implications
• Discuss how service re-positioning, market
segmentation, and service surveillance may be
considered in light of the findings.
• Using perceptual map to help Ching Shin to
find benchmark competitors and establish
marketing strategies.
Service Analysis: A Bank Marketing
Example Using Perceptual Mapping
Summary
• Perceptual mapping is a useful tool for
analyzing management of services.
• However, it is a technique that is not
without its limitations.
• Perceptual mapping may indicate where
effort should be concentrated or reduced.
Methodology
50嵐、波哥、茶的魔手、清心、
tea’s 原味、櫻桃果子、紅太陽
Methodology
Data analysis
票數
權重
總分
Data analysis
50嵐
價格
獨特性
117
波哥
2
118
茶的魔手
1
82
5
清心
90
tea's 原味
3
80
6
櫻桃果子
84
4
紅太陽
78
口味
110
106
73
83
76
96
73
品項
107
115
73
80
72
87
73
購買決心
95
88
62
73
61
85
61
獨特性
312
1
309
2
208
6
236
4
209
5
268
3
207
7
7
Data analysis
price
uniqueness
50嵐
117
9.775
312
10
波哥
118
10
309
9.74286
茶的魔手
82
1.9
208
1.08571
清心
90
3.7
236
3.48571
tea's 原味
80
1.45
209
1.17143
櫻桃果子
84
2.35
268
6.22857
紅太陽
78
1
207
1
Data analysis
Results
 Analysis
On the lower left corner of the map.
 Devaluation.
Space of improving for Ching Shin.
Upper right corner.
Cherries Tea House.
Results
 Implication
 Taste:
Enhance the promotion of popular drink that
already exist.
 Item:
Recreate the packaging of the special product.
 Determination of purchase:
Offer discount or trial on special event to attract
new and win-back customer.
Reference
 Chiang, I-Ping, Lin, Chih-Ying, Wang, Kaisheng M.
Building Online Brand Perceptual Map. CyberPsychology
& Behavior; Oct2008, Vol. 11 Issue 5, p607-610, 4p, 3
Charts, 1 Graph
Gillette, William, Evans, Richard H. SERVICE ANALYSIS: A
BANK MARKETING EXAMPLE USING PERCEPTUAL
MAPPING. Advances in Consumer Research; 1975, Vol. 2
Issue 1, p525, 9p
温宗諭(2010)，運用多元尺度分析台灣茶飲料加盟連鎖店的
品牌知覺，國立彰化師範大學國際企業經營管理所研究生
Thank you for listening.