BUBBLE TEA
DANIA SAEED
UMAIR MOHYUDDIN
AREESH ZUBAIR
ZOYA EHSAN
INTRODUCTION
The Coca- Cola Company, the largest soft drink company in the world, Founded in 1892. Headquarter is in Atlanta, Georgia, United States. More than 500 brands in over 200 countries or territories Serves over 1.7 billion servings each day. Its current chairman and chief executive is Muhtar Kent. Coca-Cola acquired Minute Maid in 1960. As the growing market the business tries to focus on new product development in the form of Bubble Tea.
SWOT ANALYSIS
Largest market share Customer loyalty Strong brand image Extensive dist. Chanel
Undiversified product portfolio
Bottled water consumptio n growth
Changes in consumer preference s Water scarcity
Weakness
Strength
Threats
High debt level due to acquisitions
Opportunities
Increasing demand Growing beverages consumptio n Growth through acquisitions
Strong dollar Legal requiremen t Competitio n Saturated
More focus on carbonate drinks
MAJOR COMPETITORS
Pepsi main items are as follow:
Diet Pepsi Pepsi spokespersons Pepsi Max Big One (Roller coaster)
Pepsi Orange Streak (Roller coaster)
Pepsi Python
Gourmet main items are as follow:
Gourmet Cola
Gourmet Sprite
Gourmet Lime gourmet Fanta Gourmet Diet Cola
Intense user Bubble Tea Coca-Cola Pepsi
Price Gourmet
BUBBLE TEA
Bubble tea, also known as pearl tea or Boba tea, is
a Taiwanese tea drink that originated from tea shops in Taichung, Taiwan during the 1980s. are also available, usually in fruit flavors. Bubble tea contains small chewy tapioca balls, commonly called "pearls".
Ice-blended versions of the drinks, similar to slush,
Bubble teas are generally of two distinct types:
fruit-flavored teas, and milk teas.
COCA- COLA BUBBLE TEA MISSION
Mission is to have you dancing with the tapiocas. Competitive advantage is that Bubble tea serves as a substitute of alcoholic and non-alcoholic drinks.
SEGMENTATION
The focused social class for bubble tea is Upper and
Upper middle class.
These all belongs to innovators category.
Therefore the most suitable segmentation for bubble tea is
Niche Segmentation.
Demographics
Age: 12 onwards Gender: male/female Class: SEC A and B Life style Students and working class Knowledge of the product
GEOGRAPHIC SEGMENTATION
For Bubble tea company initial purposed market is local Market. In Simulated Test Market company test the product on different
levels.
they focused on one specific market area, which is likely to result in
marketing campaigns being far more time and cost efficient.
Coca-Cola target is to meets specific consumer wants of the specific
segment and to enjoy customer satisfaction.
By differentiating from your competitors, prospective customers are
less likely to focus on price as the key issue, thus enhancing companies profit margins
TARGETING
It is generically lies in convenience good but the
perfect definition of Bubble tea is impulse goods
Different market offering to different segments
so, they focus on Selective Specialization
PRICING
In order to set a price we have to set the new references and standards for this
particular product.
The pricing of Cokes Bubble tea was done using a mix of pricing concepts.
The reference was taken from the existing (similar) cokes products in the
market, based on those references the price quality inference was done and then it was concluded with the price ending tactics. 225 PKR for Small size i.e. 250 ml
Medium Size i.e. 500ml would cost 450 PKR
The pricing is affordable for the targeted market. At the launch sell the Bubble Tea lower than the actual price. The stimulated market test helps in it much and this strategy is for the short
period of time.
SIZES AND VARIANTS
Mango flavored syrup with the Pearl Balls to further enhance
the tapioca balls are the prevailing chewy tidbit in bubble tea.
Fruit-Based Flavors.
Bubble-Tea in 2 Sizes.
Small 250 ml
Medium 500 ml
Labeling of Bubble Tea is of INDIGO COLOR tin and the written stuff is must be of SILVER as diet coke has.
DISTRIBUTION
The Diamond Distribution Channels and Gold Distribution
Channels.
The Availability of our Beverage at Stores, we have also aimed
to Target the Cafes and Restaurants in town in order to gain wider market for our beverage.
Bubble-Tea will be the center of attention with its distinct
flavor, addition of the unique Pearl Balls, and most of all, its dietary and Health benefits.
RETAIL CHAIN
Wholesale,
Retail Markets Super-stores followed by the Coca-Cola Companys current distribution
Our product is targeted to serve the younger segment risk-takers, leaders, Innovators athletic active members who have the ability to purchase high-priced and exclusive beverages.
INTEGRATED MARKETING CHANNELS
A consumer product, push promotional strategy. The product directly to the customer from all means to
ensure that the customer is aware about brand at the point of purchase.
Mystery Shoppers technique will be used in order to
monitor the promotional activities and enhancement.
PROMOTION ACTIVITIES
Advertising
Sales Promotion
Publicity
Print Media
Online Media
Billboards
Budget FOR TVC Advertisement (For 4 Months)
PTV
7pm-8pm 8pm-9pm 9pm-10pm First Month Second Month Third Month Fourth Month Grand Total
[Link] TVCs
ARY
[Link] TVCs
GEO
[Link] TVCs
75,000
75,000 65,000
7
5 6 1290000 1290000 1290000 1290000
90,000
90,000 60,000
6
6 6 1440000 1440000 1440000 1440000
100,000
100,000 50,000
6
7 6 1600000 1600000 1600000 1600000
17320000
COMPANYS BUDGET
Budget
Total Budget for Print Media
Amount(PRs.)
73,067,616 1,43,80,000
Total Budget for TV Media
Total Budget for Ad Making Cumulative Budget
200,000
8,76,47,616
ANALYSIS
The major successive factors can be as follow:
High quality oriented product.
Strong brand image.
Fulfill the customers' needs.
