CASE STUDY
One-Stop-Shop Tea Paradise
TLAE is the ultimate destination for tea enthusiasts in Middle East Region. They offer the widest selection of teas and teaware of the highest quality, so that you can brew a cup of your favourite type of tea at home.
My mission? Help TLAE in creating its online presence, boosting brand awareness, and redefining its own brand. These will result in the expansion of the company’s market.
Our strategy must be comprehensive and cohesive, taking into account all client touchpoints, from visual identity to online experience, and everything in between.
CHALLENGE
Make the business one of the most dependable one-stop sources for tea, teaware, and accessories worldwide.
OUTCOME
I helped TLAE in focusing on its marketing strategy and brand. As a result, the company is considered a household name in the UAE for teas. TLAE increases in foot traffic, product variety, partners, franchisees, and online sales.
SCOPE OF PROJECT
Developing the Strategy
At a strategic meeting with the CEO and CMO, I became aware of the problems TLAE was experiencing. We prioritized the needs and goals of the business and its clients throughout the process. The branding and marketing tactics of TLAE were built on this foundation.
Understanding the Users
TLAE prioritizes its customers. They prioritize the demands of their customers and offer tea recommendations that fit them. To better understand the needs of its diverse range of customers, we created individual user profiles. This provided a detailed portrait of their psychographics, wants, and desires.
TLAE Customers
Tea Enthusiasts
Tea Lovers
First Timers
Defining the Brand
Before we developed a thorough plan together, I worked one-on-one with the team to completely understand their processes. This created the brand’s personality in terms of how things need to appear, sound, and behave. Then, all of their marketing endeavors may be built upon these pillars.
Brand Attributes
Customer-Centric
Craftmanship
Genuine
Generosity
Passion
Positioning
The TLAE brand was developed after much consideration and study. They hope to offer a more inclusive one-stop shop for teas and accessories by creating a warm, practical, and enjoyable environment. The brand was then developed using the three pillars of client centricity, enthusiasm, and affordability. The definition of the organization’s positioning statement was influenced by an understanding of their objectives.
Brand Positioning Statement
Genuine Tea Leaf
Email Campaigns
Results
In the UAE, TLAE is currently recognized as a household name for teas. They now want to use franchises to spread their business throughout the whole Gulf area and gain a fair portion of the HORECA industry. TLAE witnessed a significant increase in foot traffic, product variety, partners, franchisees, and online sales as a result of the positioning and activities we built for its brand.