Thursday, 30 August 2012

Studio: Brand Research (Artease)


Ivan Wang, Ang Chin Leng and Leslie Ang founded Artease in 2011. The idea of Artease is to have a bubble tea store that is uniquely Singapore. They collaborate and work with creative people, as their target audience revolves around young and trendy youths, as well as working adults. To them, the business is not only about selling bubble tea, but also about the food, culture and lifestyle.

Their stores are located at:

Tanjong Pagar
1 Tanjong Pagar Plaza #01-35T
Opening hours: 10am-10pm everyday

Orchard Cineleisure
Opening hours:
Sunday to Thursday: 11am-11pm
Friday & Saturday: 11am-2am 

Advertising problems:

Although they have a large fan base, the brand is still not yet well advertised. There is a need for a push in promoting the brand, so that it can increase their daily sales without moving away from their brand image (uniquely Singapore). There is also a need to seek a way to reach out to target audience in the midst of ads clutter, in order not to lose out to the other exported brands.

Possible Competitors:

(1) Gong Cha


Gong Cha is a brand that aims to provide best quality tea and beverages to their customers. Their goal is to give customers satisfaction by offering refreshing beverages and great customer service.

Their concept will be a premium tea fit for Royals; "so Tasteful, You'll Want More".

Gongcha has around 50 outlets in Singapore so far.

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(2) KOI

(Source)

KOI offers bubble teas and other refreshing beverages as well. There are currently 8 stores of KOI cafe, with an extremely long queue during 12pm-4pm daily.

Source:

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