Client Profile

BOH TEA HOUSE

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2.1 Purpose and History of Company
BOH Plantations was founded in 1929 by J.A. Russell, a British businessman during the British colonial era in Malaya which is the current Malaysia. He was optimistic of the tea plantation business due to huge demands of tea in the whole world during that time. As a result, he applied and he granted an official license for his first tea garden in Habu, Cameron Highlands. The purpose of BOH Plantations is to supply and sell black tea products. As they have built a BOH Tea Center in Cameron Highlands, they wanted people to enjoy in the cold and comfortable environment while having their tea. “BOH Share The Ummph”, the slogan for BOH Plantations is also one of their purposes. They want people around the world can enjoy the advantages and tasty of black tea planted and manufactured by BOH from Malaysia.

2.2 Company Interests and Reputations
BOH Tea Center located in Sungai Palas, Cameron Highlands was launched in year 2007 in conjunction with Visit Malaysia Year 2007. BOH Tea Plantations will soon expand their business and open another branch in Georgetown, Penang. They have carried out some survey and they found that Penang has the potential for their next branch because Penang is currently a great tourism spot in the world. Cameron Highlands is famous of its cool weather and fresh air so it has been a tourism spot since many years ago. The main purpose people get to Cameron Highlands is to enjoy fresh vegetables and fruits there. Another famous stuff in Cameron Highland is the tea garden. We can always hear people around us who have been to Cameron Highlands say that they enjoyed tea with desserts in BOH Tea Center at least once during the trip. Besides that, we also can always see some blogs and websites online posting about their experience going to the BOH Tea Center. Everyone has positive feedback about the place and food. Furthermore, we can see some great scenery photo of the BOH Tea Center and also the tea garden online taken by some photographers.

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2.3 Company Branding

Figure 2.3.1 Logo of BOH Tea Plantations1

The logo of BOH Tea Plantations (Figure 2.3.1) is just the simple ‘BOH’ word with triangle quotes. A simple logo is always the best design because it is straight forward and easy to remember. The “Est 1929” on top of BOH means BOH Tea Plantations was established since 1929 so BOH is 84 years old this year. Red colour is the symbol colour for BOH Tea Plantations. The purpose of using red colour is because red is sharp enough to attract people’s attention. BOH was established since 1929 so it is a trustable yet famous brand from years to years. It has built its own branding since so long ago that almost everyone in this era knows about BOH. BOH stands for Best of Highlands which means they supply the best quality of tea leaves for the whole world. BOH is currently the market leader for tea and never replaced by anyone else. They supply best quality tea leaves and tea products to the whole world so that everyone in the world can enjoy the tasty of black tea.

BOH Tea (no date) BOH Share The Ummph! [online]. Cameron Highlands: BOH Tea [cited 26th June 20013]

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Figure 2.3.2 BOH Tea Product2

The image above (Figure 2.3.2) shows one of the products by BOH Tea Plantations. BOH Tea products are very special because all their products must have red colour on the packaging. Red colour is sharp enough to attract people’s sight when looking for tea products. Currently there is only one BOH Tea Center located at Cameron Highlands, Malaysia. Therefore, the only way other than travel for customers from overseas to approach BOH Tea Plantations is internet. BOH has an interesting website which attracts people a lot. Many features and information has been included in the website like online shopping, BOH in the community, basic information about BOH and photos of BOH Tea Center with tea garden. There are a lot of things and information we can know about from the BOH website. However, one of the things for BOH to do to increase their income and get some nice reputation is spreading their BOH Tea Center business to the whole world.

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Steven Teng (21st May 2010) Boh Shop In Boh Tea Centre Cameron Highlands [online]. Cameron Highlands: Steven Teng [cited 26th June 2013]
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2.4 Existing Projects

Figure 2.4.13 Exterior look of BOH Tea Center – the exterior design of the building is using modern contemporary style. Due to the cold weather in Cameron Highlands, the building did not covered up with wall but just several parts covered with full glass.

Figure 2.4.2 Decoration along walkway – the weather in Cameron Highlands is cold enough so BOH Tea Center does not have to set up air conditioning system. Along the walkway from car park to the BOH Tea center, we can see quite a lot of decoration using tree trunk.
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Chee Wei (15th May 2010) Boh Tea Centre [online]. Cameron Highlands: Chee Wei [cited 26th June 2013]
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Figure 2.4.3 Toilet wall – the wall of the toilet does not use cement or bricks but they used bamboo sticks as the wall to cover up the toilet. Other than as a decoration, it is also one of the ways to go green and preserve the Earth. Besides that, air can go through between the bamboo sticks to make good ventilation for the toilets.

Figure 2.4.4 and Figure 2.4.5 Ceiling design – other than plaster ceiling and gypsum board, bamboo sticks also can be used as the ceiling also. The fluorescent light is hidden between the bamboo sticks. It is an idea of go green and preserve the environment.

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Figure 2.4.6 Branding panel – A big BOH word sticks on a big cement panel can be seen before cars proceed to the car park. It clearly shows that the building is BOH Tea Center. Although it is using cheaper material compare to plastic and metal, but it can attracts people’s sight easily.

2.5 Target Audience
The main target audience of BOH Tea Center is tourists. Almost everyone who goes to Cameron Highlands has only one purpose, which is to enjoy and relax. The BOH Tea Center in Cameron Highland 100% fulfills tourist requirements as a tea house which is cold and comfortable for customers to sit there and enjoy their tea with desserts. BOH Tea Center is too nice for customers to enjoy their tea slowly and enjoy the scenery or chit-chatting at the same time. Customers would not sweat although the sun is hanging on the sky.

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