Download - Chin’s Part
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Chin’s Part
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Pricing
• Competition pricing– Match competitors’ pricing since there are many
competitors in the milk tea sector, as well as in alternative drinks industry (coffee, fruit shakes, etc.)
– Maintain cost of drinks at average price of Php 80-120
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Pricing
• Offer discounts– Loyalty card• Free drink for every 10 large drinks purchased
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Placing and Distribution
• Branches– Major malls such as Alabang Town
Center, Cyber & Fashion Mall (Eastwood), Robinson’s Place Manila, Greenbelt 3, Robinsons Galleria, Newport Mall
– Areas near schools and residences such as San Juan, Katipunan, Greenbelt Residences, BF Homes Paranaque, Banawe, Jupiter, Nuvali, Burgos Circle Fort
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Placing and Distribution
• Suggested strategies– Penetrate more malls, schools and residential
areas• Can have permanent kiosks or kiosks available only
during major events (school/university fairs, concerts, etc.)
– Branches in tourist destinations such as Baguio, Boracay, Palawan, Cebu, Davao
– Put up branches near health care facilities, hospitals, and gyms
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Communication Strategies
• Initially, by word of mouth, among milk tea lovers and food bloggers
• Serenitea has its own website, Facebook page and Twitter account
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Communication Strategies
• Maintain current channels – Personal channels: social media – food blogs,
Facebook, Twitter, website• Penetrate more social media– YouTube
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Communication Strategies
• More non-personal channels– Sales promotions (Loyalty
card)– Kiosks available only during
major events (school/university fairs, concerts, etc.)
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Communication Strategies
• More non-personal channels– Create events
• “Tea appreciation” event where customers can learn about the different kinds of tea, tea preparation, health benefits, tea-tasting, etc.– In-store demo could also
serve as point-of-purchase communications
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Communication Strategies
• More non-personal channels– Advertising
• About new and current products, promos and events via print and social media (print and online magazines)
• Ads in public spaces (movies, gyms, elevators)