Differentiation * Other competitors are outdated in technoogy and are distributing their teas to retail stores via middleman and importers which will take around three to six months before the teas hit the shelves * These causes pricing to be less competitive as well. This is because every middleman would want a small cut which will result in inflated selling prices * Teabox sells directly to the consumers using the “farm to the cup” model. This ensures price competitiveness and maintains the freshness of the tea * It has an extensive range of tea products from 150 single estate tea * It is able to stand out from its competitors as it provides a greater selection for the adventurous or the conservative tea connoisseurs.

Relevance * One important factors what tea lovers look out for when selecting tealeaves is the freshness of the leaves. * Besides from the promise of delivery within 3-5 days of purchase, teabox indicates its “date of picking” on its boxes to give consumers a sense of security when it comes to freshness. * This is part of the company’s integrated marketing where it maximizes the effect and reinforce brand promise of fresh delivery * Also, tea is increasingly gaining traction as a ‘lifestyle trend’. And it is already for some consumers, part of the their daily beverage consumption * Teabox is catering to this need by using the online platform to provide a fast yet extensive range of quality tea leaves for these tea consumers * And now that online shopping coupled with the fact that the consumers are beginning to put more trust in online products, Teabox can leverage on this and grow their business through this platform

Esteem * Measures how well the brand is regarded and respected * Working for this brother who runs a tea export business and leveraging on his father’s name in the tea business allows consumers to trust him in providing quality tea leaves for a long term consumption * By having first hand access to tea plantations in India allows Teabox to select the finest quality before other companies * This builds the company’s reputation that it does not compromise on its quality despite having large orders around the world

Knowledge * To boost consumer’s familiarity and intimacy with the brand Teabox * “personalized experience” * Online shop available in different languages * Able to scale up according to consumer needs * Tea discovery programs * For adventurous consumers to taste their unique selection of tea leaves * Two experiential stores in New york and sanfrancisco * But maintaining their stand as a E-commerce company by only allowing customers to place orders on their online website and not at the physical stores.