BOH Plantation Sdn Bhd was found by John Archibald Russell in the entire year 1929, as well as A. B. Milne, a veteran in tea planting from Ceylon they succeeded in finding a concession of land in Cameron Highland to be able to get started on the tea plantation business.
Together the duo transforms steep jungles slopes into a tea garden known as BOH Plantations, which is the 1st highland tea garden in the country. BOH Plantations business commences to bloom and currently is the leading tea grower in the country. The plantation expanded and owns four tea gardens, of which three is located 5000 ft above sea level and is situated in Cameron Highlands, and the fourth is centralizing in Bukit Cheeding, Selangor. Collectively, the garden's size in total is 1200ha.
BOH Plantation has been firmly entrenched that most Malaysia drinks BOH tea than every other brand. BOH teas can be purchased in 3 different forms (tea packets, tea bags, tea dust). The business currently produces 4 million kg of tea in a year. Malaysian consumes 10million kg of tea making BOH tea major producer locally of black tea, in terms of cuppage, BOH tea produces about 5. 5 million per day which almost meets 50% of tea consumption requirement in the united states. The success story of BOH Plantation continues to be Malaysia's leading brand in tea and is also also exporting to Brunei, Japan, Singapore, United Arab Emirates and also the US.
Consumer Decision Process & BOH tea
Consumer Decision Process is basically known as a cognitive process. Consumer is aware of a need or wants and seek out possible ways to meet it. Awareness of consumer is no automatic process; it is actually selective external procedure. Example, consumers are expose to a large number of messages that persuades them from advertising, political organization, religious groups, foods and many more other resources. This mass information that seeks out consumer attention then filtered out by individual to make your choice in buying a product. In order for a consumer to acquire a product, he or she has to go through the 5 stages of consumer decision process.
These 5 stages of consumer decision making process are very important for consumer to make an accurate decision in satisfying their needs and wants. The stages flow in sequence you start with problem recognition and ending with post-purchase evaluation. The 5 stages are as graph above:
Information Search
Evaluation and Collection of Alternatives
Decision Implementation
Post-purchase Evaluation
Problem Recognition
The consumer decision process commences whenever a consumer is aware of satisfying their needs or wants. For days gone by decade, health benefits have caught the interest of the wide coverage of media. Numerous studies have shown that the antioxidant polyphenols of tea gets the anti-cancer properties and also in a position to reduce the threat of gastric, and also skin cancer. Prevention is preferable to cure; this statement has drive consumers to get for healthy product to keep a healthy lifestyle, likewise tea is a healthy drink. That's where BOH tea as Malaysian leading brand provides high quality tea that contains rich aroma of tea flavors that fills the nose and relishing the taste in the mouth while giving a soothing effect. Below are 2 types of BOH tea's top products.
Product 1 (BOH string and tag)
Source: https://www. boh. com. my/shop/product_info. php?products_id=71
Most consume product that satisfies the need of people that wants to get ready instant pre-pack tea.
Product 2 BOH tea leaves
Source: https://www. boh. com. my/shop/product_info. php?products_id=29
This product satisfies the needs of consumer that prefers the old fashion tea leave method, as the aroma and taste of tea is stronger.
Information Research
When consumers identify a problem, they'll find ways to resolve the problems. Consumer should do internal and external research in acquiring the knowledge of products that will gratify their needs. Regarding BOH tea, since it's the leading tea brand in Malaysia it's important to strengthen the brands leadership by creating awareness for their product through sales promotion and advertising.
As internal research, for BOH tea to fully capture the attention of consumer they have come up with a catchy phrase " ada Ummph" which literally means " more than words can describe" kind of feeling showing the fantastic quality of tea that is produce by BOH tea. This phrase will strongly register the brands name in the mind of consumer, so the next time they need to purchase tea, BOH tea will be their 1st choice as the "ada Ummph" phrase shows that consumer won't regret in consuming their tea.
Above is the example of the catchy phrase that is place on the merchandise of BOH tea that always remind visitors to benefit from the goodness of tea at exactly the same time enjoying a relaxing time, it has specialized BOH tea from different make of tea such as Twinning's, Chamomile and Lipton.
External research allow consumer to gain access to for secondary information from online language resources, advertisement, brochures and many more to be able to provide them with the excess knowledge to acquire the computer with their choice. Tea drinker in Malaysia will not escape the interest of BOH tea, as their product can be acquired from most shops. BOH tea has also promoted their tea in printed media such as newspaper advertisement, tv commercial, and also campaigns. BOH tea promotes their tea with bonding with love ones by creating occasions of togetherness with family members. This is to show that a cup of tea can unite everyone together without any restriction. One way for BOH tea to teach consumers is giving away free samplings and by holding contests for consumers.
Source:http://old. brudirect. com/public_html/DailyInfo/News/Archive/June05/100605/bb08. htm
Above is a picture of a winner who participated in a lucky draw pick that was organized by BOH tea in a retail center. This implies that promotion is a very important strategy to be able to develop consumer knowledge on BOH tea.
Evaluation and Collection of Alternatives
The following step allows the buyer to judge the brands from the information that is obtained. Consumer's sees product as a bundle of attributes like the need, benefits, and attributes in order to make the right decision that meet their needs and wants. This bundle of attributes is actually a product's objective and subjective factors.
Objective factor
Strong aroma of tea and relishing taste
Subjective factors
Comparison of BOH Tea and Lipton tea, BOH tea being the outstanding as product is cheaper then Lipton and has strong aroma that suits consumers taste
Purchase Decision
Purchasing the brand
BOH tea satisfies the entire spectral range of the non-alcoholic beverage in Malaysia and encourages tea to be consumed including, cold, instant, traditional or in virtually any other form that is recommended by consumer. This satisfies the consumer by providing selection of tea consumption according to their taste This is actually the stage where consumer has decided which make of product that he or she wants after a making comparison with all the current availability of product brands. Consumer will then have to choose 2 specific elements which is purchasing the brand choice and purchasing time.
Purchasing Time
Product can be purchase generally in most retail outlet by means of packages. Consumer can also buy it in bundle during promotion period too.
Post purchase evaluation
In this stage the amount of purchase involvement of consumer is vital, it is known as " the level of concern for or fascination with the purchase" and heavily will depend on the intensive information that is seek by the buyer to make a purchase decision.
Low purchase involvement process
Example, suppose when a buyer buys a certain brand of product (e. g. , BOH tea) as a matter of habit, this implies the drink is a minimal purchase involvement situation and consumers do not have to evaluate and seek information extensively. This case consumer will simply buy and consume the merchandise and generates a high level of repeating the same purchase of product. Graph above shows low involvement purchase process that takes place. The advantage of low purchase involvement process is BOH tea is becoming consumer's loyal brand for tea consumption products as repeat purchase has been taking place every once in awhile.
However, if the amount of purchase is high and the buyer is involved in extensive decision making, consumer will be more more likely to face a far more elaborated post-purchase evaluation.
High Purchase Involvement process
This graph shows that there is a post-purchase dissonance where consumer cannot commit to the decision of choosing the brand that they want and it will create anxiety among consumers as it is difficult to make alternatives choices. In order for consumer to reduce this dissonance, consumer has to make approaches such as to boost the desirability of the brand that they need to acquire and reject the desirability of rejected alternatives and also reject the negative data on brand purchased. If dissonance is not reduce, the anxiety experience may turn into a dissatisfaction and contributes to a fresh problem. That is why high purchase involvement needs extensive research of information to reduce anxiety and boost the confidence level in purchasing the product they need. Consumer will stay loyal to BOH tea because the company is continually doing research in order to satisfy the future consumer needs.
Attention
Attention is an idea of cognitive psychology that helps us to actively process information within our environment. Attention is an unconscious process where consumer can automatically scan the top features of the environment surrounding them. Attention can be classified into 2 which can be voluntary and involuntary.
Selective Attention
Selective attention is the study of why people pay attention towards things, and exactly how deep is their attention towards things that they focus. BOH tea pays attention towards animal and environmental conservation and have won numerous awards. Example, the business's packing facility in Bukit Cheeding has receive the ISO 9002 certification, this can further assured of quality tea whenever consumer start a packet of BOH tea. BOH also won the Super brand Excellence Trophy Award in Food & Beverage category in 2004. Tea Brands such as Rooibos tea from South Africa although provides lots of benefits but however they are somewhat slow in venturing into environmental conservation.
Orientation reflex
Orientation reflex is very important in capturing the attention of consumer. The aim of this involuntary action is to create stimuli that surprise the expectation of consumers. Example, BOH Tea can capture the interest with their consumer using their advertisement in television set which targets family bonding where family members can socialize by using a cup of tea.
Perception
Perception is an activity that commences with consumer exposure to information, taken care of the info and ending with comprehending the information that is focus on. Perception consists of 5 major elements which is exposure stage, attention stage and comprehension stage.
Exposure stage is the beginning process of perception process where consumer is exposing to information in the environment that is observed by the human senses. However, exposure towards surrounding is insufficient to give a significant impact towards consumers. BOH tea attracts consumer by promoting their products in tv commercial, newspaper advertisement, BOH tea website, and also campaign. Example, BOH tea did numerous televisions commercial by targeting the culture of tea irrespective of religious or political options and also never to your investment moment of togetherness by the bonding of family member.
The attention stage, is how consumer pays attention towards something, this stage consumer will allocate processing capacity to a stimulus. To be able to capture the attention of consumer, BOH tea has involve in animal and environmental conservation. One of their successful stories is when BOH Plantation was the first tea company to be awarded ISO22000 certification, an international standard designed to ensure safe food supply chains worldwide. BOH has also strengthened the leadership with their brand by embarking on numerous marketing campaigns.
Consumer will interpret the info obtain from environment and store it in the memory so that consumer can decide at the purchase stage.
Different choices of tea
X Lipton Tea
X Alce Dero X BOH tea
X Chayo X Twining
X St Dalfour Organic tea
Taste/Smell Taste/ Smell
X Clear Spring
X Alvita Tea X Austral Herbs
X Dalhousie X Eden Organic
X Nature Cuppa Organics
X Sonnetor X Borneo Rainforest
Less choices of tea
Above is an exemplory case of perceptual mapping that helps BOH tea to develop a market positing technique for their products. This has help us to see how consumer perceive the brands of tea that is available, and also how BOH tea can form in technology and agriculture in improvising the taste and aroma of tea suits to the mood of consumers.
Motivation
Motivation identifies an inner drive that reflects the purpose of a person, which contain the urge, wishes, or desire that allow them to strive to achieve the goals and aims that is set. The two motivational theories that is famously know to express the motivation of folks will be the :
Maslow's Hierachy of Needs
W. J. McGuire psychological motives
Abraham Maslow's Hierarchy of Needs
Maslow's hierarchy of need is actually a theory to fulfill the human needs. To become at the peak of the hierarchy, a person has to satisfy the low needs in order to achieve higher needs in the hierarchy. ( Further explanation of the theory will be clarify in the appendix)
The next theory is McGuire's physiological motives, a very detailed group of motives to comprehend the specific aspects of consumer behavior. This theory consists of 4 major categories with 16 sub-categories which explain the behavior of consumer. ( Further explanation make reference to appendix) The two 2 requirements that fulfill the 4 main categories are as follow:
Is the mode of motivation cognitive or affective?
Is the motive concentrate on preservation of status or on growth?
This advertisement shows us that BOH is targeting bonding between people and at the same time satisfying the necessity for affiliation (active, external). The pictures shows that two hands of different skin complexion holding the cup of tea basically means, no matter who we may be we may bring people together over an occasion of tea and igniting joy. The tag line "Brings people together" in the advertisement tells consumers that life are always more meaningful when shared with people who matters the most. Here we can easily see BOH tea market and targets the satisfaction of building relationship of family and friends.
This advertisement target consume by showing the types of product designed for consumers. It has satisfy the needs for stimulation, consumer often seek variety and various out of stimulation, which means this advertisement shows the range of preparation of tea they have got such as BOH tea leaves packaging and BOH tea in strings and bags. In this manner consumer can be satisfied depending on how they would like to prepare their cup of tea.
The next would be the need of expression; the sentence "BOH mother brand range" has express others about the distinctive and unique character of BOH tea bursts with freshness and aroma in each cupful. They also want expressing that BOH tea meet much more than just the aroma and taste by preparing a little bowl of cookies to show that their tea can go best with evening tea time meal as to relax our mind and soul.
Learning
Behaviors that results from repetition experience and thinking have allow consumer to build up automatic response to a predicament. ( Further explanation of learning process can be found in the appendix ). When consumer has chosen a specific product that satisfies their needs, they rely on what they have learned through previous experience about the merchandise characteristic including the brand, ingredients or features. For BOH tea to provide knowledge on the tea production, they have come up with different kind of tea that's suits different consumer taste.
In order to satisfy different taste of consumer, BOH has produced the instant tea mix without sugar added as seen in the aforementioned image. The product does not contain sugar but with added creamer for a smoothing taste. The product not only allow consumer to experience the robust full flavor of BOH tea, but also easily made by adding hot water for a quick and refreshing cup of tea. The training process has registered consumer that will not take sugar can always buy this product.
Green tea product of BOH as seen above soothes refreshes and revitalizes the mind and soul of consumer who needs a boost in energy after a hard trip to work. It has allow learning process to occur within consumer who'll purchase green tea product of BOH tea, that promises 100% tea that is steamed then rolled and dried in traditional process within the century. The delicate aroma, light and refreshing taste with its natural antioxidant properties gives consumer an chance to learn that green tea will not fail to refresh and revitalize the body and mind.
Memory
Memory is the ability of the human mind to store, recall information or experience, or retain vital information. (types and additional explanation of memory can be found in appendix) For BOH tea to strengthen their leadership brand in tea must target consumer in many ways that possible and advertisement in an interesting way that can "transform" nature of consumer by setting expectation that influence the way consumer interpret that information
In order to target loyal consumer, BOH tea has come up with advertisement and promotions to establish their brand. The image above can be an exemplory case of promotion strategy use to attract consumers. The promotion is about "sharing with love ones" where consumer takes pictures with family and friends and post those to BOH tea, and BOH tea will take all the pictures and form an enormous collage that says ' 1 Ummph, 1 smile" which literally means BOH tea puts a smiles on every Malaysian no matter who they are. This promotion strategy not only builds the spirit of patriotic Malaysian and builds the relationship with everyone, but also giving them a chance to win RM5, 000 for grand prize and RM1, 000 for conservation prize. Furthermore, a chance for all Malaysian to make history in making their way in Malaysia books of record for forming the largest collages regarding the value of togetherness. This sort of promotion makes it possible for consumer to always remember BOH tea reaching out to people even though these are just a tea brand. It shows how BOH tea cares for the folks.
Attitude
Attitude is feeling or affection against a stimulus; it is stored in the long-term memory. The 4 function of attitude consist of Utilitarian function, which is use to acquire reward and avoid punishment, Ego-Defensive function is self-protection, knowledge function is simplifies decision such as brand, and value expression which is express identify towards others. Beliefs can be an essential requirement in attitude, in order for consumer to have positive beliefs on BOH tea which is strong aroma and soothing taste they have to differentiate their product to the liking of consumers. Other tea brands such as Twinings and Rooibos tea are extremely difficult to attract consumer in Malaysia because they don't promote and advertise their product much. They don't approach consumers, and this case has given chance to BOH tea to focus on consumer attitude in the sense of drinking tea with love ones, the bonding and relationship that is created with individuals around us
Culture
The direct definition from textbook about culture is "That complex whole which include knowledge, belief, art, morals, custom, and some other capacities and habits acquired by man person as an associate of society". (Further explanation of culture can be obtain in the appendix) Tea has been diversified over the years such as lifestyle, customs of tea and not to forget combined social process such as learning, planting, and using tea. Tea culture has struck people of all ages. Within the young generation, entertainment on weekend draws young group of enthusiastic customers. Example, young people are more interested on meeting people in coffeehouse while having a cup of tea. The interest in tea drinking among people assures diverse and sophisticated customer base on now and future. For the older generation, the fact that the price tag on a cup of tea and snack is relatively modest, they can also meet up with friends and relax and just work at the same time. That is benefiting them rather than spending money on alcoholic drink in a bar. Thus, the young generation will be an important marketplace.
Subculture
Identification with core culture
Identification with a subculture
Mass market behaviors
Unique market behavior
Core culture values and norms
Subculture values and norms
Individuals
A subculture is a portion of a more substantial culture whose member's shares distinguish values and pattern behavior. Social history and current situation of the groups generates the unique values and pattern of behavior which they practices in their subculture. One good exemplory case of tea subculture in Malaysia is the component of showmanship in preparing teh tarik. A hot beverage prepared and commonly found restaurants and outdoor stalls. "Teh tarik" literally means tea "pouring" in a sense.
Above is an image about how "Teh tarik "is prepared. It is the ability to drag an extended blast of tea above the top of the brewer in an amusing way that this draws the attention for locals and tourists alike as an entertainment that we do not usually see elsewhere. The sub culture of this has drive "teh tarik" brewers to gather for competitions and performance to show their skills. This preparation of tea has named beverage heritage in Malaysia.
Group
Group can be said that two or more person that shares the same group of norm, values and beliefs.
Reference group
A group whose values, norms, attitudes, or beliefs that are use as a guide for behavior. A group whose presumed perspective or values are being utilized by individual as basis for her or his current behavior in situation. Example, colleagues at work, friends at school, members of clubs therefore on
Aspiration group is an organization where an individual would belong, dissociative group which a person will not want to associated with them.
Society
Society is made up of individuals who have decided to interact for mutual benefit. It's rather a very broad term, as we can make generalizations in what the whole of Western society believes, or it's rather a very narrow definition, describing only a small group of people within confirmed community. But no matter the size, no matter the link that binds a society together, whether it be religious, geographic, professional or economic, society is shaped by the relationships between individuals.
Life style influence
Lifestyle is a common word to clarify complicated consumer behaviors. Lifestyle is ways to segment people into groups predicated on three things: opinions, attitudes and activities. Lifestyle means the ways groups of consumers spend money and time. Lifestyle can include things such as bowling, cooking, car racing, kayaking, attending charity events, having pets, fascination with politics, watching sporting events and so on
Everyone has two lifestyles-the one they are currently in and the one they want to be in, which is definitely better than the current one. Marketers exploit this desire to go into a better lifestyle by showcasing individuals who are better off than the intended target market in their ads. For example most advertisings targeting children show children that are almost too old for the merchandise, this attracts younger children who desire to end up like them.
Marketing strategy ( the 4 Ps )
The goal is to make decisions that center the four P's on the customers in the mark market to be able to produce perceived value and generate a positive response.
Product Decisions
Tangible physical products that may be sold to consumer. Your choice making of BOH tea are such as brands name, safety, packaging, and also quality.
Above the BOH tea brands that is included with the trademark of "puts the Ummph in life" that literally means enjoy life to the max with just a cup of tea.
Below are a few products of BOH tea in their preferred packaging.
BOH ice tea with blackcurrent flavor Gold BOH Cameroon blend
BOH instant tea mix BOH green tea
Pricing decision
Below is the pricing decision of BOH tea products which is literally cheaper then their competitor such as Twinings and Roobois tea.
Name of Products
description
Size
Price ($)
BOH Cameronian-Gold Blend
Cameronian-Gold Blend is distinguished for its exceptionally smooth flavor and rich golden color.
50 individual foil sealed teabags x 2g (100g)
6. 35
BOH Green Tea
Natural green tea extract that refreshes and soothes the mind
50 individual teabags x 1. 5g (75g)
6. 35
BOH tea instant mix
Pre-blended with tasty creamer with sweetened sugar
30 sachets X 20g ( 600)g
7. 35
BOH tea instant mix no sugar
Pre-blended with tasty creamer with no sugar.
20 sachets X 11. 5g (230g)
5. 35
Place distribution
BOH tea can simply obtain at any retail store in Malaysia, consumer can certainly purchase it anywhere and never have to trouble themselves to visit far and wide.
Promotion
BOH has done many advertisement and promotion in order to strengthen their brand in the market of tea in Malaysia. BOH yea has generated friendly image that was abkle to strike deep in the consumer's heart ensuring popularity and liking one of the people
BOH embraced the new technology, tv by combining it with animation, creating one of the very most recognizable advertising icons of the time: Mr. BOH
The 1Ummph 1Smile 1Malaysia campaign that was organize by BOH tea was successful as Malaysians intensify to the challenge of spreading wish to the underprivileged merely by having a smile. The campaign was promoted through website, radio, tv stations where photograph of consumers can upload onto the 1Ummph 1Smile Malaysia photo gallery website page. This collage took the creative team over 100 hours to place it up together, it measured up to 33 feet by 75 feet tall.
There are also different types of variables that can be use for segmentation:
Demographic
Demographic variables such as income, gender, education, location, ethnicity, and family size are basically linked with subculture and segmentation. The graph above shows the Malaysian population by age group from year 2005 to 2009. Out of this graph, BOH tea can concentrate on which group of generation that they want to target, but BOH tea has decided to target people from all age's groups except children since there is no harm drinking tea but provides health advantages so that it is strongly suggested by every age group.
