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The Alley (Background (Founded by a Taiwanese entrepreneur and graphic…

- - - - Defined as altering a product’s characteristics such as its appearance to try to increase the product’s sales
        
        . An example can be having new features to change a product’s characteristics and give the sense of a revised product.
      - Aurora series, the White Velvet series and the Milk Tea series
        
        Innovate to come up with different flavours under the same series and given each drink a sense of a revised product.
    - - Defined as introducing new products while serving the same market.
      - The Alley Luxe is the first globally to offer pastries alongside their beverages in a chic café setting.
        
        Cater to the same market with more options other than just beverages
        
        By widening the menu and introducing new varieties, it can improve the sales and popularity of The Alley
        
        Many savoury and sweet items, spanning four types of ‘cruffins’ to sausage croissants.
  - - - Create a sense of exclusivity and rareness to the market as the outlets are not densely located geographically
      - Allows The Alley to optimise its supply chain and achieve maximum efficiency
    - - Take advantage of the high human traffic to increase their revenue
      - Increase the chances of the visitation of the store.
- - - - Discount coupons
      - Premiums
- - - - Not needed to decrease the cost of the drinks in order to sustain its business in Singapore