tea company in the state of Sabah Malaysia

Marketing

Marketing 1
Contents
Sabah Tea- 7Ps......................................................................................................................................2
SWOT Analysis.....................................................................................................................................3
Advertising Campaign Analysis............................................................................................................3
Social Media Audit Analysis.................................................................................................................5
Customer segmentation.........................................................................................................................7
Competitor Analysis..............................................................................................................................7
References.............................................................................................................................................9

Marketing 2
Sabah Tea- 7Ps
Product: Sabah Tea is a major tea company in the state of Sabah, Malaysia. Tea is the product
of Sabah Tea. Sabah’s tea is carefully harvested and is 100% free of pesticide. The tea is
protected to make sure its quality of origin and leaves are free from the substances of
chemicals. The company offers eight different tea packaging such as Tantalizing Tongkat Ali,
Pacifying Pandan, Amazing Agarwood, Glamorous Geranium, Classical Cinnamon, Guardian
Ginger Tea, Magnificent ‘Misai Kucing’ and Lovely Lemongrass.
Price: Sabah tea charges from $2.25 to $35.60 for the different types of tea and packaging.
People worldwide are ready to pay for the authentic taste of Sabah tea. Being one of the top
brands, Sabah makes use of a premium pricing strategy. When it comes to expanding in new
nations, Sabah makes use of the competitive pricing strategy in order to maintain a position in
the highly competitive market.
Place: Sabah tea can be purchased from the stores. The variants of the tea are also available
online, therefore they can be purchased from there. Sabah is having operations in Malaysia
and export tea to other nations. The company targets to the current customer segment through
the present marketing strategy.
Promotion: Sabah tea aims to target thousands of tea drinkers worldwide. The company has
established itself as a heritage brand. Sabah tea advertises on the TV with different taglines.
The innovative emotional marketing factor is also commonly used by Sabah tea for the
promotion (Aichner, Forza and Trentin, 2017). The traditional channels used by the company
for the promotion comprise Tv, newspapers, online ads, and other print media channels.
Sabah is also having high social media outreach and for more brand visibility, it uses Twitter,
Facebook, Instagram, and YouTube.
People: The key person of Sabah tea are;
 Sabah Tea Sdn Bhd
 Tea Sdn Bhd
 Goh Mung Chwe- Managing director
Process: Sabah tea operates majorly through exporting in foreign nations. Sabah has attained
popularity from the years for exporting to the domestic and foreign nations. The operations of
Sabah in Malaysia comprise licensed retail stores and online websites.

Marketing 3
Physical Evidence: The packaging is done in a professional manner in order to please
customers. The company provides information on its products. The logo of Sabah tea features
tea leaves.
SWOT Analysis
Strengths:
 Sabah tea offers an extensive range of products available in three variants
 The company offers an enormous contribution towards social responsibility which has
enhanced its brand image.
 Sabah is the only organic tea farm in Borneo and one of the few worldwide
(Tomczak, Reinecke and Kuss, 2018).
Weakness:
 Sabah tea is famous in Malaysia but has not attained any popularity worldwide.
 Sabah Tea is having intense competition in the market which restricts the market
share of the company (Briggs, et al. 2017).
Opportunities:
 Sabah tea has attained the opportunity to live up to its ethical business structure.
 The company can attain an opportunity of increasing its market share in foreign
nations.
 Sabah tea can go for the tie-ups to promote the sale of the tea (Griggs, 2017).
Threats:
 The rate of tea consumers is declining. As people tend to go for other healthy options
such as smoothie and juices.
 Changing preferences of the customers can reduce the share of Sabah tea. Whereas
the company believes in offering its authentic taste (Fomeni, 2018).
 The price wars can also be a concern. The company might need to reduce its prices or
provide some kind of offers to the customers.

Marketing 4
Advertising Campaign Analysis
The time period of the campaign: The time period of the campaign will be one-two years. It is
because Sabah Tea will require at least one-two years to create brand awareness in the market
of the UK (Hopewell, 2017). The campaign will define the category of customers to be
targeted. Sabah Tea will concentrate on lead generation by streamlining the products. The
aim behind the creation campaign is to increase sales by 40% by the end of the campaign.
Sabah's event aims to create awareness majorly among the household and working people by
the end of the campaign (Suhaily and Darmoyo, 2017).
Focus on the theme and product: The advertisement campaign will focus on the theme of
greenery and shows the best tea leaves to be used by the company (Hajra, 2017). The
company clearly mentions it doesn’t know how to tell lies and selects only the best tea leaves.
What took place during that period: Sabah Tea will attain the attention of the regular and
occasionally tea drinkers in the UK due to brand popularity. The variants provided by Sabah
tea have capability enough in appealing to the customers from the different segments. The
company will be able to fetch customers of another brand such as Twining in the UK market
(Ing, et al. 2019).

Marketing 5
Media vehicles used: Sabah Tea will make use of social media channels in the UK market.
The social media comprise different channels such as Facebook, YouTube, Instagram, and
email. Among all the media channels, Instagram and YouTube are progressing and hence can
help Sabah to reach customers effectively in the new international market.
How many audiences were reached: Sabah Tea through effective social media channels will
be able to reach almost 2 million customers by the end of the first year and will target to next
4 million customers in the next year (Nibir, et al. 2017). Once the brand attains popularity in
the UK market will not take much time to reach the rest audience of the region.
What was the response to the campaign: The response as per the measures taken is going to
be quite effective. Sabah Tea will surely attain positive responses in the UK due to brand
loyalty. Moreover, the people in the UK drink tea on a regular basis. Sabah Tea is the only
organic tea producer in Malaysia. Its brand popularity is going to attain a response from the
great number of people in the UK (Roshan and Afsharinezhad, 2017).
Do you think it was a good campaign: It will be an overall good campaign as it will be
managed by the experts in the UK market who have already worked on such international
projects. The social media channels going to be used will surely target a great number of
people (Izzreen, 2019). Moreover, the people unknown from the brand will be able to know
through the advertisement to be given on Instagram.
Social Media Audit Analysis
How well the brand’s social media used: Sabah Tea will make use of several social media to
promote in the UK market. Different social media channels will be used as per the number of
maximum users. Instagram will be used by putting posts and stories on a regular basis (Rao-
Nicholson and Khan, 2017).
Analyze which platform is performing the best: Instagram will be the best platform to be used
by Sabah tea. As people nowadays are more active on Instagram and keep on exploring. The
food bloggers will be used by the company for promotions which will have a great role in the
performance (Paluchová, 2017).
Who connects to the brand socially: The visual branding connects to the brand socially.
Sabah Tea will communicate with the food bloggers to promote the brand through the
visuals. People are highly influenced by the reviews of bloggers.

Marketing 6
Which social media platform is used by the target audience: The target audience of Sabah tea
majorly uses Instagram therefore same has been decided by the company. Instagram has
become a platform to search for anything wanted by the customers (Oke, et al. 2016). Other
than Instagram, YouTube has been also really effectively used by the target audience.
Give a clear picture of what purpose each social media serves:
(Example of Instagram as a social media post)

Marketing 7
(Example of Facebook as a social media post)
(Example of LinkedIn as a social media post)
(Example of YouTube as a social media post)
(https://www.youtube.com/watch?v=8fPNINHyGa8)

Marketing 8
(Example of Pintrest as a social media post)
Decide whether a change in direction/strategy is needed: Sabah tea also needs to focus on
YouTube videos to promote the products other than Instagram. YouTube is trending and will
assist the company to target the customers by telling the process to prepare tea. It can create
change in the brand image of Sabah tea (Qabbaah, et al. 2019).
Does the social platform achieve the objective: Social platform such as Instagram will attain
the objective of conducting operations in the UK market. The popularity of Instagram will be
able to target customers. But the usage of YouTube can contribute more effectively to
attaining the objectives in the UK market. The example of video to be used by Sabah tea have
been given below.
https://www.youtube.com/watch?v=8fPNINHyGa8
Customer segmentation
Sabah Tea targets to the audiences belonging to the middle to high-income households and
workers with the desire to acquire premium products. Sabah Tea is going to pay no attention
to the differences in customer segmentation and will make use of one strategy to target the

Marketing 9
complete market. Sabah Tea will make use of the undifferentiated marketing strategy in the
market of the UK. Sabah Tea will attain its targeting strategy without making any
compromise on the quality and will progressively grow in the UK industry. Other than this,
Sabah Tea will sell tea in the UK market through other channels such as distribution targeting
restaurants, hotels, universities, and workplaces. Sabah Tea is having the aim to become a
prominent brand of tea in each of the target markets. The company sees to attain goals by the
regular expansion of the brand in the retail locations.
Sabah Tea majorly going to segment customers in the UK on the basis of measures given
below:
Demographic segmentation: The demographic segmentation of Sabah Tea in the UK will be
between 25- 60 years of age with medium to high incomes. Another target group defined in
the UK is 18-24 years of age and belonging to the medium to richer families. Most of the
customers of Sabah Tea belong to Generation Y which was born between 1977 and 2000.
Psychographic segmentation: This segment represents customers belonging to the upper-
middle class and well-off customers who are educated in the UK. The marketing strategies of
Sabah tea will be situated among mass marketing and segment marketing. The company will
target the wider public in the UK. Sabah has even decided to set strategies to cater to a broad
array of the market segments.
Competitor Analysis
Brand: Twinings Tea
Background: Twinings tea is tea marketer of Andover, Hampshine. Twinings is owned by
Associated British Foods. The company is one of the oldest and standing ratepayers of
London. Twinings produce tea, coffee and other hotel beverages with a variety of flavors.
The company focuses majorly on four flavors such as chai, English breakfast, green tea, and a
lemon twist. The blends of the company reflect the diversity of the regions, cultures, tastes,
and experiences. Twining hold’s the oldest continually used company logo. The tea varieties
provided by Twining comprise green, black, green, herbal teas along with fruit-based cold
infusions. The company was established in 1706. Twining is having ethical tea program
which aims to enhance the quality of life in the communities from where it buys tea. Twining

Marketing 10
is also a founded member of the Ethical Tea partnership. The company is also having an
ethical code of conduct and works on the packaging.
It has been more than 300 years; Twining is still passionate and still working hard to bring
new blends for the tea lovers. The company is having more than 500 varieties and teas are
drunk worldwide. The expert blenders of the company taste over 3000 cups of tea every
week.

Marketing 11
References
Aichner, T., Forza, C. and Trentin, A., 2017. The country-of-origin lie: impact of foreign
branding on customers’ willingness to buy and willingness to pay when the product’s actual
origin is disclosed. The International Review of Retail, Distribution and Consumer
Research, 27(1), pp.43-60.
Briggs, A.D., Mytton, O.T., Kehlbacher, A., Tiffin, R., Elhussein, A., Rayner, M., Jebb, S.A.,
Blakely, T. and Scarborough, P., 2017. Health impact assessment of the UK soft drinks
industry levy: a comparative risk assessment modelling study. The Lancet Public
Health, 2(1), pp.e15-e22.
Fomeni, F.D., 2018. A multi-objective optimization approach for the blending problem in the
tea industry. International Journal of Production Economics, 205, pp.179-192.
Griggs, P., 2017. Growing an empire of leaves: The Brisbane years of Bushell and Co., 1883-
1910. Queensland History Journal, 23(7), p.473.
Hajra, N.G., 2017. Organic tea: Global market and forecast sales. Journal of Tea Science
Research, 7.
Hopewell, K., 2017. When market fundamentalism and industrial policy collide: the Tea
Party and the US Export–Import Bank. Review of International Political Economy, 24(4),
pp.569-598.
Ing, P.G., Lin, N.Z., Xu, M. and Thurasamy, R., 2019. Customer loyalty in Sabah full service
restaurant. Asia Pacific Journal of Marketing and Logistics.
Izzreen, N.Q., 2019. Flavanols and Flavonols Content of Camellia sinensis with Different
Maturity Stage Planted at Cameron Highland and Sabah Tea Plantation in Malaysia. EC
Nutrition, 14, pp.07-13.
Nibir, Y.M., Sumit, A.F., Akhand, A.A., Ahsan, N. and Hossain, M.S., 2017. Comparative
assessment of total polyphenols, antioxidant and antimicrobial activity of different tea
varieties of Bangladesh. Asian Pacific Journal of Tropical Biomedicine, 7(4), pp.352-357.
Oke, A.O., Kamolshotiros, P., Popoola, O.Y., Ajagbe, M.A. and Olujobi, O.J., 2016.
Consumer behavior towards decision making and loyalty to particular brands. International
Review of Management and Marketing, 6(4S), pp.43-52.

Marketing 12
Paluchová, J., 2017. Consumer segments in an international context. In Consumer trends and
new product opportunities in the food sector (p. 480). Wageningen Academic Publishers.
Qabbaah, H., Sammour, G., Vanhoof, K., Voronin, A., Ziatdinov, Y., Aslanyan, L.,
Sahakyan, H., Rayan, Z., Alfonse, M., Salem, A.B.M. and Eremeev, A.P., 2019. Decision
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Rao-Nicholson, R. and Khan, Z., 2017. Standardization versus adaptation of global marketing
strategies in emerging market cross-border acquisitions. International Marketing Review.
Roshan, H. and Afsharinezhad, M., 2017. The new approach in market segmentation by using
RFM model. Journal of applied research on industrial engineering, 4(4), pp.259-267.
Suhaily, L. and Darmoyo, S., 2017. Effect of product quality, perceived price and brand
image on purchase decision mediated by customer trust (study on japanese brand electronic
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Tomczak, T., Reinecke, S. and Kuss, A., 2018. Market-oriented corporate planning.
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