This analysis examines the marketing strategies of the Cha Punpee tea brand, which integrates the traditional heritage of tea cultivated from 700-year-old trees with contemporary business approaches. The brand establishes a strong identity by emphasizing organic agriculture and a social mission aimed at supporting local communities. The presenter outlines the brand’s strategic framework using concepts such as the 8 P’s of marketing, highlighting direct-to-consumer sales, premium pricing, and communication through both modern media and word-of-mouth channels. In addition, external and internal strategic analysis tools (e.g., TAS) are employed to assess Cha Punpee’s market positioning. Overall, the brand is classified as a “Question Mark” in the BCG Matrix due to its low market share but high growth potential within a rapidly expanding industry. This classification reflects a high-risk profile but also underscores the possibility for the brand to evolve into a future market leader.
