Marketing ManagementProposed Outline

Learning Objectives

Company Profile

Description of Product (if product analysis)

SWOT

Opportunities• Trends towards

healthy living (evidenced by the success of C2 green tea)

• Current green tea craze

• Economic growth in the Philippines is steadily increasing

• Warm tropical climate

Threats•Big number of

competitors•The fast turnover

of “fads” once a new product comes along

Strategic Direction

Strategic Direction• Serenitea has a lot of products

and are constanly developing new ones, basically the sheer number of choices and combinations are what makes it very successful among the youth

• Also the nature of the product (milk tea) will only be appealing to a certain age group – the school age group and young adults

• Therefore the group decided to penetrate the existing market with the existing products

Goals• To be the first choice

of drinks among the youth

• To increase profit through brand advertising and publicity

• To increase promotions• To obtain customer

loyalty

Objectives• Create advertisements and

billboards which will target the youth (facebook, twitter, TV)

• Tie ups with credit card companies (BDO, Citibank, etc)

• Create promos in Groupon / cash cash pinoy

• Develop a Loyalty card/ a planner/ merchandise

• Place stores near schools, parks and hip places where the youth gather

Market Research

Market Position and Competitive Study

Target Market•Segmentation

Consumer Insighting•Impact assessment

▫Innovator - Serenitea has helped spurn a milk tea fad and create the need for more milk tea branches

▫Products seen as a healthier equivalent of coffee in terms of the use and comfort that it provides

▫The variety of flavors and customization options has allowed customers to feel that their drink is their own

▫More branches that would make the product more reachable will receive a positive response from clients

Consumer Insighting•Propensity Modeling

▫Since milk tea is essentially a fad, there is a chance that Serenitea will lose customers once the trend has subsided

▫Factors that will help keep up the trend Social marketing Groups of friends or colleagues Perception of other people that Serenitea is still

the better and tastier alternative Establishment of a cozier, more permanent

establishment that will allow customers to enjoy their drink

Consumer Insighting•Most popular products

Milk tea Flavor Sinkers Food• Hokkaido• Okinawa• Nagoya• Wintermelon• Irish cream • Hazelnut

• Pearls• Pudding

• Chicken Chops• Pepper Tofu

Consumer Insighting•Critical Lag

▫Purchase of products can be done individually or by bulk By bulk purchases are more common in

establishments near offices▫There is a short waiting time between the

purchase and the receipt of the drink Consumers are notified about the arrival of the

drink with a small device, allowing them to spend their time freely during the waiting period

Branding: Brand DNA

Branding: Brand PositioningFor the healthy individual, Serenitea is the

place-to-go for a healthy, tasty and refreshing way to experience tea. It’s unique use of a tea-espresso machine enables you to enjoy the true richness and flavors of this time-old drink. A modern twist to a historical drink!

Value Proposition•Market

▫Upper and middleclass population•Value experience

▫Having an enriching, relaxing and healthy way of enjoying tea

•Offering▫Milk tea and snacks

Value Proposition•Alternatives

▫Coffee, fruit juices, soda•Proof

▫Recent trend of making healthier, more organic choices

▫Increasing popularity of milk tea as the healthier and tastier alternative

One Sentence Positioning Statement•For upper and middle class of all age

groups who are searching for a unique way to relax and enjoy tea, SERENITEA is the milk tea shop that provides innovative and quality milk tea that is both refreshing and relaxing at the same time, enabling its customers to achieve a sense of balance and relaxation.

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Pricing

Placing and Distribution

Communication Strategies (IMC)

Other Important Moves (Optional)•Service Marketing•Global Marketing•Marketing Warfare•Blue Ocean

Reflections

Session 12• Special Topics

▫Service Marketing▫Global Marketing▫Marketing Warfare▫Blue Ocean

Session 14•Research Presentation

Session 15•Executive Session – Marketing Forum