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
• Changes in
consumer
• Largest • Undiversified • Bottled preference
market product water
portfolio s
share consumptio
n growth
• Water
• Customer

Opportunities
• High debt scarcity
loyalty • Increasing
Weakness

level due to
Strength

Threats
acquisitions demand
• Strong
• Strong dollar
brand • Growing
image • More focus beverages
on carbonate consumptio • Legal
drinks n requiremen
• Extensive t
dist.
Chanel • Growth • Competitio
through n
acquisitions
• Saturated
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.
 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.
Age: 12 onwards
Gender: male/female
Demographics 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-8pm 75,000 7 90,000 6 100,000 6

8pm-9pm 75,000 5 90,000 6 100,000 7
9pm-10pm 65,000 6 60,000 6 50,000 6

First Month 1290000 1440000 1600000

Second Month 1290000 1440000 1600000
Third 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.