PROPOSED PRODUCT DESIGN ADDICTEA PREMIUM TEA USING HOUSE OF QUALITY METHOD AND KANO MODEL

• Main Author: Febrianto, Yogatama
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/43400
• Institution: Institut Teknologi Bandung

Addictea is one of local tea producers in Bandung, which was founded in 2011. Addictea main product is ready to drink premium milk tea. In recent months, Addictea sales has negative trend. Addictea sales began to saturate. The decline in sales is due to customers who are getting fed up with Addictea products. This saturation happened because Addictea products is less innovative. Addictea is only innovating by varying the taste of premium milk tea products. Addictea also has another problem in the perception of consumers who perceive Addictea products as milk products. This consumer perception arises because Addictea products is more dominant has the taste of milk compared to the taste of tea. Therefore, Addictea wants to strengthen the branding of Addictea products as premium tea products. Based on these two problems, can be concluded that Addictea needs diversification by bringing up new products so that consumers are not saturated with existing products. The form of product diversification is carried out by making new premium tea products that more dominant has the taste of tea so that it can fix the perception to Addictea products. The new products is called Addictea Premium Tea. The product development of Addictea Premium Tea is carried out by implementing product development from Ulrich and Eppinger using the House of Quality and Kano models. The compositions of Addictea Premium Tea are 80% black tea, 10% chamomile, and 10% spearmint. The product uses cardboard packaging with paper wrappers to wrap each tea bag made from food grade paper. The product has brewing instructions on each tea bag wrapper.