by See Yat Fung, Linus, Wong Ming Fung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 100-105). / Questionnaire also in Chinese. / ABSTRACT --- p.ii / ACKNOWLEDGEMENTS --- p.v / TABLE OF CONTENTS --- p.vi / LIST OF TABLES AND FIGURES --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- METHODOLOGY --- p.3 / Primary Research --- p.3 / Exploratory Study --- p.3 / Questionnaire --- p.3 / Sampling Procedures --- p.5 / Data Collection Period --- p.5 / Sensory Evaluation --- p.5 / Field Study --- p.6 / Telephone Interview --- p.6 / Secondary Research --- p.7 / Literature Reviews --- p.7 / News Reviews --- p.7 / Data Analysis --- p.8 / Recoding --- p.8 / Scores Construction --- p.9 / Statistical Tests --- p.9 / Limitations --- p.9 / Chapter III. --- COMPANY / BRAND OVERVIEW --- p.11 / Company Background --- p.11 / History --- p.11 / Financial Performance --- p.13 / Product Overview --- p.14 / Lines of Products --- p.14 / Sales Performance --- p.17 / Mr. Kon in China --- p.18 / Market Environment --- p.19 / Competitive Landscape --- p.20 / Marketing Strategies --- p.22 / Distribution --- p.23 / Promotion --- p.24 / Key Success Factors --- p.27 / International Expansion --- p.30 / Entering Hong Kong --- p.31 / Marketing Strategies --- p.33 / Chapter IV --- DATA ANALYSIS --- p.36 / Sample Size Analysis of the Results of the Questionnaire --- p.36 / Demographics --- p.36 / Consumption Patterns --- p.37 / Preference of Different Types of Packaging --- p.39 / Ideal Size for Ready-to-drink Tea --- p.40 / Preference of Distribution Channel --- p.41 / Preference of Product of Origin --- p.42 / Purchasing Behavior --- p.43 / Respondents' Attitudes Towards Ready-to-drink Tea --- p.44 / Aided Brand and Product Awareness --- p.46 / Product Trial Rates --- p.47 / Aided Celebrity Awareness --- p.48 / Celebrity Awareness vs. Product Awareness --- p.49 / Respondents' Attitudes Towards Mr. Kon Beverages --- p.51 / Analysis of the Results of the Sensory Evaluation --- p.54 / Differences in Tastes among Brands --- p.54 / Preferences in Tastes among Brands --- p.56 / Chapter V. --- RECOMMENDATIONS --- p.58 / Target Segment --- p.58 / Brand Image --- p.59 / Products --- p.59 / Taste --- p.60 / Packaging --- p.61 / Price --- p.62 / Place --- p.63 / Promotion --- p.65 / Communication --- p.67 / Chapter VI. --- CONCLUSION --- p.69 / Chapter VII. --- APPENDICES --- p.71 / Chapter VIII. --- BIBLIOGRAPHY --- p.100