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

Strength • Largest

market share

• Customer loyalty

• Strong brand image

• Extensive dist. Chanel

Weakness • Undiversifie

d product portfolio

• High debt level due to acquisitions

• More focus on carbonate drinks

Opportunities • Bottled

water consumption growth

• Increasing demand

• Growing beverages consumption

• Growth through acquisitions

Threats

• Changes in consumer preferences

• Water scarcity

• Strong dollar

• Legal requirement

• Competition

• Saturated drinks market

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

Price

Intense user

Bubble Tea

Coca-Cola Pepsi

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.

Ice-blended versions of the drinks, similar to slush, are also available, usually in fruit flavors. Bubble tea contains small chewy tapioca balls, commonly called "pearls".

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 Coke’s Bubble tea was done using a mix of pricing concepts.

The reference was taken from the existing (similar) coke’s 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 Company’s 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 No.of TVCs ARY No.of TVCs GEO No.of TVCs

7pm-8pm75,000 7 90,000 6 100,000 6

8pm-9pm75,000 5 90,000 6 100,000 7

9pm-10pm65,000 6 60,000 6 50,000 6

First Month1290000 1440000 1600000

Second Month

1290000 1440000 1600000Third Month

1290000 1440000 1600000

Fourth Month

1290000 1440000 1600000

Grand Total 17320000

COMPANY’S BUDGET

Budget Amount(PRs.)

Total Budget for Print Media

73,067,616

Total Budget for TV Media

1,43,80,000

Total Budget for Ad Making

200,000

Cumulative Budget 8,76,47,616

ANALYSIS The major successive factors can be

as follow:

High quality oriented product.

Strong brand image.

Fulfill the customers' needs.

THANK YOU