Marketing - Koi Cafe

Develop a new market segment focusing on specialty-flavoured ice cream and capture 20% market share after 2 years of introduction.

- First in its market to brew its tea from tea leaves as opposed to artificial powders.

Tea became a mainstream drink in Asia around 100 BCE. It then became a mainstream drink in Europe around 1610 CE.

Saberi, H. (2010). Tea Comes to the West. In Tea:A Global History. [Adobe Digital Editions Version]. Retrieved from http://site.ebrary.com/

Tea: Tea began as a luxury drink, and then trickled down to become the beverage of the working man. The story of tea is the story of imperialism, industrialization, and world domination. According to Chinese tradition, the first cup of tea was brewed by the emperor Shen Nung. Before tea was a beverage, it was used for medicinal purposes and foodstuff. Tea became a daily drink in China around the third century A.D. As the Industrial Revolution of 18th and 19th centuries gained steam, tea provided some of the fuel. Factory workers stayed alert during long, monotonous shifts thanks to welcome tea breaks. The beverage also had unintended health benefits for rapidly growing urban areas. Chewing leaves and rubbing them on wounds were ways that tea was used for medicinal purposes.

The Tea that reach America from china inspired new addictions, new trade connections and new forms of luxury, new social critiques and simmering provincial inferiority. Many caffeinated drinks had come before the tea however this was a new drink to the English-speaking world. Nevertheless, this drink did not come without its own problems (50).

The origins of tea are rooted in China (Food Timeline). According to legend, the beneficial properties of tea were first discovered by the Emperor Shen Nung in the year 2737 B.C. He drank only boiled water for hygienic purposes, and one day while he drank a breeze rustled the branches of a tree and a few leaves fell into his cup. Creating the first cup of tea. It is challenging to know whether or not the emperor was real or just a part of the spiritual and cultural development of ancient China. China was not unified as an empire until the third century, so it is unlikely emperors existed back then. One thing that is known is that tea was popular in China thousands of years ago. The first written reference of tea is in the third century B.C. A famous surgeon recommended the beverage to patients to increase concentration and alertness. Tea was first written as “tu” in ancient texts. This caused a good deal of confusion because the same Chinese character was used for both tea and Chinese sow thistles. Between 206 B.C. and A.D. 220 a Han Dynasty emperor ruled that when referring to tea, the characters should be pronounced as “cha”. From here on, tracing tea’s history became easier because tea acquired its own individual character (Food Timeline).

Tea first became a mainstream drink in Asia in the first century BCE. Tea was then introduced to Europe in the early sixteenth century.

Carp stated that around the early 1580’s, Europeans adopted tea for the first time.Coffee and chocolate were also introduced to Europe around this time. These beverages did not make an impact right away because the taste was very bitter. The beverages started to “boom” once sugar was added. The plant, camelia sinensis, produces all pure tea. All the tea that Americans and Europeans consumed came from Chinese soil until the nineteenth. Ever since, India, has the most well-known varieties of tea.

Just Us is an independent Canadian co-operative coffee roaster with a small chain of own cafes in Nova Scotia and a large network of distribution throughout Canada and in the USA. Apart from coffee, their products include tea, cocoa, sugar and various supplementary products. All of Just Us main products are fair trade certified and some of them are organic.

Also in late October, about two-thirds of U.S. Wal-Mart stores started selling a machine made by Esio Beverage Co that makes both hot and cold drinks called the Esio beverage system. This machine does not use K-Cups but uses its own version called e-packs. The Esio is will be the biggest threat to date for Keurig because the Esio will make good coffee but will be “more than just a coffee machine,”(Geller) said Lyle Myers, the company's president . “We have a system for every member of the family,"( Geller) Myers said. He also discusses that the machine can be used all day and, “not just in the morning” (Geller). The Esio has licensing deals with Kraft Foods Group Inc, Campbell Soup Co and Unilever Plc. Esio's will offer some unique drinks like Maxwell House hazelnut coffee, V8 Splash juices, Diet Brisk iced teas, Country Time Lemonade and Crystal Light drinks.

Kraft (the company) did very so far in the foods and beverage market in Canada. The company was planning to launch the new coffee pods. However, the

Knowing Chinese tea culture thoroughly is a wise way for people to explore the Chinese society and culture. As a traditional drink, it has been planted and consumed for over five thousands years. The climate of China is perfect for growing tea, which leads to large quantities and good quality of tea. According to the line diagram, “Dynamics of manufacture of tea in China, thousand tons” there were about 1,200 thousands tons of tea manufactured in 2008, which made China the biggest tea manufacture country in the world. As we can see, tea has a special position in Chinese society. Due to its popularity, Chinese tea gradually raises international interest, and leads China to be a more influential country in the

Relevance: This is relevant to everyone because tea has a lot of positive health outcomes, that are beneficial to all of us.

I would like to propose a marketing plan for opening a coffee shop in the city of Moscow. Over the past two or three years, a coffee shop in Russia managed to grow in a socio-cultural phenomenon: at once there was like a house of cards, the Soviet culture of consumption of coffee.