Product

In order to make Gotcha to be more outstanding and more recognizable, products should be named
accordingly. The containing cups need to be designed with eco-friendly orientations. The two core
elements for making a bubble tea, are bubble balls and teas. Bubble balls or tapioca pearls, which are
made from cassava root. Teas also available with black tea, white tea and green tea. Sweetness flavors
and sugar proportion are the great concern as the top priority that products should be kept at healthy
range for normal consumption. For each type of bubble tea, the number of consuming calories should
be stated clearly and details of ingredients need to be listed. Consumers should have their option to mix
their bubble tea with additional choice for toppings. Most importantly, logo of Gotcha should be
centered at the cup covers with catchy slogans or iconic symbols[ CITATION Joã13 \l 1033 ].

Place
Bubble Tea products should be sold directly to consumers in shop, which is customized for takeaway and
consuming within the shop, hence making it like a café vibe with a considerable size. Therefore, the
location of an ideal shop should be placed near Box Hill Central Station or from the station to the Surrey
Park across Surrey Road. At the moment, Gotcha already has bubble tea shops to cover CBD vicinity and
Springvale areas. Internet should not be neglected, as the web page site for Gotcha should manifest
company philosophy and tea culture, as well as ethic consumers with sustainability objectives such as
recycling or reducing plastic products. Beside that, consumers could order then pick up in store or
having more interactions with staff.

Price
Price should be adjusted in accordance with local demand and consumption powers, other competitors’
pricing policy also need to be reviewed. As most of bubble tea shops in the region are offering from 5
AUD to 7 AUD for a cup, depending on size and flavor. Our pricing policy should be placed within that
range, more precisely, our nominated offering could be at 5 AUD to 6 AUD, any price that out of this
price range would be less competitive (higher price) or less economical (lower price).

Promotion
Our advertising campaigns should target the younger cohort, which aging from 16-28 in Box Hill region
and surrounding areas. The most potential consumers are likely from Asian origins, who already have
preferable taste for tea and milk tea in general. Leaflets and banners should be made available for
commuters in the station. Additionally, in the leaflets discounting coupon for the first 100 orders should
be included. More special offers are also available for consumers such as free drink on consumers’
birthday, Christmas discount for children, free upsize, loyalty card programs, buy one get one free for
couple on valentine day or happy hour sales for once a month. Moreover, consumers are welcomed to
contribute their ideas and opinions with user testing event on every week, there would a lot of
invaluable information from their feedback and the relationship with consumers will also be
strengthened[ CITATION BOS17 \l 1033 ].

References
BOSSEN, 2017. he Basics to Successfully Marketing Your Bubble Tea Shop. [Online]
Available at: https://www.bossenstore.com/blogs/blog/the-basics-to-successfully-marketing-your-
bubble-tea-shop
[Accessed 20 Aug 2018].

dos-Santos, J. P. C., 2013. Brand Extensions: A Marketing Plan for the Launching of a Tea Product Line
Applied to LUSO, Lisbon: ISCTE Business School.