For displaying a new type of store and exposing more of the teahouse market to the community, Andy Yang and Tracy Huang decided to open Snowflake Tea House.
The original Snowflake Tea House was launched in Fremont, CA; first opening in 2012. Due to the popularity, the owners decided to open another branch in Union City. This branch is renamed to be Snowflake Tea House 2. This location is very profitable to the new branch because Union City is located in the middle of the Bay Area.Many of their regular and prior customers of Snowflake Tea House were rooted near this part of the Bay Area; therefore, opening a second branch will please the customers and help create more revenue as they go more often. The Community: This area is great for business since many other companies like Pepsi, Solta Medical, and other companies chose to be in Union City because of the international trade channels, which has local quarters that builds an even better business.
The median age is 33 yrs. old which suggest that people have children which are part of Snowflake’s target markets. Union City has a population of 70,000 people 50% consisting of Asians and the other 50% is the rest of the ethnicities. Research: Primary and secondary research was conducted to gain an understanding of the store and its current branding efforts. We interviewed the store owner, conducted surveys, and researched the web to gain more of an understanding about the brand and how people currently feel.
This helped us deepen our understandings, and also gave us an idea on how to create a rebranding plan. Our Findings: During the interview with the owner, aside from her store, when it enters to her mind, she feels that it’s a hangout spot where everyone can relax, eat desserts, and fun with family and friends. Based on the statistics that we’ve collected on the surveys, the customers both returning and new acknowledged that Snowflake was a great hangout spot and service, but wistfully all of the new customers were only there in behalf of the friends of the returning customers.We came to decipher what the problem was.
Rebranding Plan: We designated our time to develop social media because it wasn’t updated regularly which didn’t keep the customers informed about the store. With customer loyalty and attraction is on the account of trying to gain a set of customers and gaining new ones. To do that we’ve created loyalty cards, and if they receive a specific number of stamps they will get a free item on their purchase. For product variety is for customers who desire something new.Over the course of the year there will be a special event and product for each month. The total cost will be $83,521.
We will use metrics for each objective is reached because for customer loyalty we will collect loyalty cards after the customer completes it so we can total regular customers. We would use an app seeing how many people have followed the account and the likes. To view the product variety they would do a survey on social media if they liked the service.
