Introduction to FYP

  About the Brand

Heaven and Earth iced tea is a brand from The Coca-Cola Company.

Why is the drinks called Heaven and Earth? Legend has it that tea was first discovered in 2737 BC when the legendary Chinese emperor Shen Nung was walking through his garden with his customary cup of boiled water. Suddenly, a leaf from a nearby bush fell from heaven into his cup, tinting it with an aromatic taste. Hence, Tea was discovered when Heaven came to Earth.

From the time of Shen Nung, Chinese Tea has always had a calming and soothing effect on drinkers, and in the midst of our busy lifestyles, we get a momentary sense of 'Heaven' here on 'Earth'. Hence, the core benefit of Heaven and Earth is 'A Moment of Inner Peace'.

While the Heaven and Earth brand was launched in China in 1999, the Singapore team has completely reinvented the Heaven and Earth brand, improving both the product and positioning for the Singaporean market. In the first phase, they improved the product to ensure that it was the best tasting product in the Singapore market. Part of that process was hand picking the Fujian tea leaves to ensure that only the most premium leaves were used, and increasing the fragrant Jasmine to ensure that our Heaven and Earth teas delivered 'A Moment of Inner Peace' for all senses.

  Problem Statements and Issues

The Heaven and Earth’s product is well known in others country, especially in Osaka, Japan, they preferred Heaven and Earth iced tea than other tea drinks. Although the products of Heaven and Earth had been promoted in Malaysia, there are not much people known about this product. This is because due to the poor advertising of pass existing promotional strategies. And Heaven and Earth just introduced in the year of 2012 in Malaysia. It is a totally new product for Malaysian. Therefore, tough competition from other existing soft drink brand like Lipton, Justea and Yeos, which has been popular among the people in Malaysia that make this product hardly to stand out from others. 

Objective and Aims

Objective

·         To create the awareness of public on the brand.

·         A campaign to promote the brand.

·         To gain interest of public on the brand.

Aim

·         To boost the sales of the Heaven and Earth Iced tea.

·         To make the brand popular in Malaysia.