TPresso: Is the Tea Machine Too Cheap for the Chinese Market?

Christiane Prange ()
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Christiane Prange: Tongji University

A chapter in Market Entry in China, 2016, pp 167-182 from Springer

Abstract: Abstract TPresso is an automated tea system produced by the Swiss company Monodor. It builds on the success story of Nespresso in the coffee capsule market and now introduces a high-end tea machine that uses capsules in order to make tea. Monodor was founded in 1991 by Eric Favre. Eric originally invented Nespresso coffee capsules for Nestlé in 1976, but then left the company to start his own business. Having successfully developed the idea of the tea capsule, Eric and his wife Anna-Maria decided to launch the Tpresso capsule first in China, i.e., before entering their Swiss home market. Will they succeed?

Keywords: Hot drink industry; Tea; China; Consumer preferences; Product adaptation; Good-enough market (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-29139-0_14

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