The Chief Change Catalyst was task to invigorate and grow a saturated and declining category in North Asia. Through a detailed and extensive market and product research, key bold strategies for sources of growth were identified. The all encompassing launch of the NPD and the holistic campaign made it a global best practise which was implemented in other markets like China, Singapore and Taiwan.

Challenge

‘The milk tea mix segment already reached saturation point regionally at 90% in Hong Kong and 30% in Singapore.
Category plateauing due to the association with high convenience but associated with poor taste.
Commercially risky to introduce new changes to the cash cow to inject new sources of growth.

Detailed market research including consumer segmentation and product research resulted in repositioning of milk tea mix. Refreshing the overall product and packaging design created appetite appeal and aroma to the milk tea mix.
Introduced the premium line extension to increase the quality of the product and to increase the margin. This was supported with an all encompassing campaign that cuts across TV, print, radio, merchandising, packaging, premium giveaways, frontline staff training, etc.
In the delivery of the campaign, designed a tool-kit to cut across North Asian counties.

The total market share grew due to the launch of the premium line extension. The new innovation milk tea allowed customers to trade up into a more premium product.
Credentials of the milk tea category was raised through the extensive brand campaign. It not only won advertising awards but also became the benchmark for the category.
Post launch, consumer feedback panels were very positive. This allowed the brand to bring in more customers on the quality platform and also grow regionally in North Asia