Abstract
The case begins before the launch of TPresso in China in 2011. 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 Nestle in 1976, but then left the company to start its 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, ie, before entering their Swiss home market. One of the biggest challenges in China will be to 'revolutionize' tea consumption. Apart from these cultural challenges that affect consumer behavior, Monodor needs to develop its marketing strategy to succeed in China. The case can be used for graduate students who have already been exposed to the essentials of marketing. It is equally suitable for courses in international marketing, luxury marketing, and consumer behavior, especially with an Asian focus.