I. Why to select this case
Maybe lots of people in Taiwan haven’t heard about Shih Chen Food Co., LTD.
However, they must heard about 3:15p.m. A popular milk tea in Taiwan. This brand has been exist when I was a child. 3:15p.m. is also very famous in the world, such as Mainland China, America, South Asia, and so on. Why this milk tea is so special and popular? That is because it’s not just a normal milk tea. Everyone ever drink milk tea, maybe bought from convenience store, teashop or even made by yourself. But can you image that you can buy a mike tea which is in a tea bag? Moreover, the special of 3:15p.m. is the real tea leaves and milk powder inside the tea bag, and you can make the milk tea twice with one tea bag. The characteristic of this kind of tea bag is it won’t turn into bitter and acerbic(澀味) and it can stimulate different flavors with time.
This kind of technic is rare and it is impossible for normal milk tea powder.
One time I got an opportunity to visit this company and listened their introduction about their brand, product, and farm. This is the key moment for us to choose this case.
They have an experimental tea plantation and they plant tea there with a nature way.
So far, you will say that this plantation is organic. No, they use pesticide. If it just organic, I think it is not special for you. They let the tea tree grow higher, in the same time the root of the tea tree will grow deeper in soil. Just grow like mirror, upside and downside. That is to say if the tree grow high enough, the root can absorb groundwater directly, and the groundwater have mineral. After tea tree absorbing groundwater, they will stimulate their resistance. That is to say, they can grow by themselves with enough water and don’t need people to take care of them. In their experimental plantation, you can see lots of grass on the ground and still lots of insect inside the grass. Don’t eliminate them away. They really make sense there. The grass there control and maintain the temperature of the ground not too hot, cold, wet, and dry. Moreover, insect there make them form an ecosphere naturally. This kind of innovation make their tea tree grow well and they can survive for a very long time.
This creative way not only make their tea tree survive by themselves to cut down cost of taking care of them but ecofriendly.
To sum up why we choose this case. First, it is the honor of Taiwan. Second, special milk tea into tea bag. Third, plant the quality tea tree with creative and ecofriendly way.
II. Shih Chen Company
A. About Shih Chen Company
Shih Chen insists on providing all quality, tasty and healthy foods to our consumers. Processes tea in conscientious attitude and keeps developing various products. Their products include casual drinks, top Taiwanese tea and natural healthy drink. The marketing policy is to develop products to suit local demand according foreign countries. In the sales volume, 52% is export to foreign countries, 30% is in domestic, 11% is OEM and 7% is the other. Already had 132 branded product, 25 tea gardens and 18 exporting countries.
Figure 1. Business allocation 1
Source from: Shih Chen Foods Company
Figure 2. Business allocation 2
Source from: Shih Chen Foods Company
B. History
Justin Chu, the General Manager of Shih Chen Foods Company, was born of tea farmer family planting tea for three generations. Under influences from his families, he is well aware of difficult position for tea farmer. As per 100 years tea processing experiences, Mr. Justin Chu got wise to formulate tea leaves appropriately and created the best quality and aroma tea, even tea leaves are from different seasons. When he saw a lot of slow-selling oolong tea leaves, he decided to look for a solution for tea farmers. For this reason, Shih Chen Foods Company is established as well as 3:15PM Brand. Mr. Justin Chu is determined to spotlight Taiwan tea all over the world.
1991 Shih Chen Foods Company was established and launched 3:15PM milk tea.
2000 Attend “Counseling of Tea Planting, Processing and Selling Program”
hold by Taiwan Tea Manufacturers Association.
2001 ISO 9001 quality management systems certificated
2002 Collaborate with Taiwan Agricultural Research Institute to absorb innovate skill and expert experiences.
2003 Attend “Factory-Garden Cooperation” Plan hold by Agriculture and Food Agency; Running health systems and traceability systems of tea garden.
2004 TAITRA- “Exporting Agriculture Food Brand Image and Packing Design” -“SHIH CHEN FOODS CO., LTD.” corporate identity logo design.
2005 TAITRA- “Exporting Agriculture Food Brand Image and Packing Design” –“Tea Master” brand identity logo design for Taiwan high mountain tea.
2006 HACCP International quality certificated
2007 “Making use of Tea leaves harvested in four seasons” program and was chosen as a counselor for the plan “ASSTD”.
2008 Taichung city to promote “New Tea Culture” by educational experience to all visitors.
2009 Due to Shih Chen Company insist on quality, all 3:15PM products can stand through the test.
2010 TAITRA introduced as a commendable company
2011 All products of 3:15PM are through the analysis test of not containing plasticizer.
2012 Taiwan oolong tea of Tea Master Brand is one of zero-tariff preferential goods of ECFA.
2013 The new movie queen “Shih Yin Hsieh” is the spokesperson for 3:15PM milk tea and white coffee.
2015 3:15PM Biotech Central-Natural Environment Conservation Station”
established in Mingjian Township, Nantao City.
Table 1. History of Shih Chen Foods Company Source from: Shih Chen Foods Company
C.
Vision
-Brewtiming
In this generation with fast steps, the beauty of life really takes time to cultivate.
Mr. Chu realizes that in order to brew a pot of perfect tea, from the steps of seeding, planting, harvesting, baking, brewing and sipping, all steps have to match nature, timing and human perfectly.
-Taiwan Tea spotlights in the world
Shih Chen began from tea planting. They insist their traditional and conscientious attitude. The principle of the R&D is to make qualified Taiwan tea to spotlight all over the world. They enhance and develop new processing skills to produce tasty and healthy tea products. Hope people use tea to make friends in the world. In the future, they look forward their brand tea is be loved by oriental and western people.
D. Honor and Approval
Shih Chen looks forward they can be the world first by presenting their best Taiwan tea.
1993 EXCELLENT FOOD AWARD-GOLD METAL, EXCELLENT FOOD AWARD-GOLD METAL
1994 EXCELLENT FOOD AWARD-BEST PACKAGING DESIGN, EXCELLENT FOOD AWARD-GOLD METAL
1999 GRAIN MASTER SERIES-BEST PACKAGING DESIGN 2000 TEA MASTER SERIES-BEST PACKAGING DESIGN
2001 ISO 9001 QUALITY MANAGEMENT SYSTEMS CERTIFICATED 2006 HACCP INTERNATIONAL QUALITY CERTIFICATED
2007 BEST COUNSELOR FOR THE PLAN “ASSTD”
2010 EXCELLENT MANUFACTURER RECOMMENDED BY TAITRA
2011 3:15PM MILK TEA IS ONE OF “TEN BEST BUY SNACKS, THE FOURTH AWARD-THE BRANDS CONSUMED THE MOST IN THE PAST YEAR-ALMANAC OF FOOD
CONSUMPTION SURVEY IN TAIWAN
2013 THE CHAMPION FOOD OF TAIWAN INSTANT DRINK IN
TAOBAO.COM
2014 THE CHAMPION FOOD OF TAIWAN INSTANT DRINK IN
TAOBAO.COM, ONE OF 13 MUST BUY FOODS IN TAIWAN FOR KOREAN TOUR
Table 2. Honor and approval
Source from: Shih Chen Foods Company
III. SBU-Brand
Shih Chen Food Co., LTD have three brands, including 3:15PM, TEA MASTER, and BREWTIMING.
A. Where can buy the product
a. 3:15PM：Supermarket, Convenience store b. TEA MASTER：Internet store
c. BREWTIMING： Airport duty free shops
B. Customer
a. 3:15PM：young people
b. TEA MASTER：middle class people c. BREWTIMING： middle class people
C. Price of the product a. 3:15PM：cheap
b. TEA MASTER：middle c. BREWTIMING： expensive