Ms. Rupkatha wants to establish a bubble tea Café, named BubbleTea Café, in Dhaka.

Bubble tea is a tea-based drink invented in Taiwan during the 1980s, which is shaken with
ice to create the "bubbles", a foamy layer on top of the drink; chewy tapioca balls are added
as well. Ice-blended versions are frozen and put into a blender, resulting in a slushy
consistency. Ms. Rupkatha needs help to design a communication process of her proposed
café. Think, you are a strategic consultant of the BubbleTea Café. How can you help Ms.
Rupkatha to design the communication process? Develop a cognitive map for the
BubbleTea Café. [15 Marks]

Bubble tea is a very refreshing drink loved widely among the South East Asian countries. It is
very new to our country. Although some international franchises have opened their shops
here, the market is pretty much niche still.

Communication is the process of forwarding information or sharing of ideas between two

parties. The Sender and the Receiver. This communication is done through an elaborate
process which factors in the type of message the sender wants to convey and through which
channel and how the message will be received.

Every communication needs a source. So, in this case Ms. Rupkotha should hire a seasoned
marketing agency who have great track record. BubbleTea is a refreshing drink and in order
to educate consumers about the product and gain their trust Ms. Rupkotha should hire a
celebrity as a spokesperson for her venture. In this case, hiring Nusrat Faria or Tahsan will be
a very good choice as their images are very good amongst the masses and they are fit so as to
garner the attention of people who wants to have healthy refreshing drinks without
deteriorating their physique.

After fixing the source she should ask the agency to encode a message. It should be an ad
which gives information about the product and its USP. The advertisement should be visual
and verbal. It must be kept in mind that the encoded message should be easy to decode by the
receiver which in this case are the targeted consumers. It should be taken into account by Ms.
Rupktha and her team that her customer base is fond of chilled drinks, love drinking tea, and
want to try out something new. The message should keep in mind these target audience and
create the advertisement accordingly.
After the message has been encoded it needs a channel which will convey it to the desired
customer base. There are various channels of sending. In this case I would suggest Ms.
Rupkotha to go for Buzz marketing channel. This is because in this digital era everyone is on
the social media and people mostly like to take WOM. The agency should hire influencers
like Khuda Lagse, Rafsan the Chotovai, Touhid Afridi to try out their Bubble Tea and give
reviews in their social media accounts. This will definitely educate the masses and in turn
increase traffic to the venture. Subsequently consumer generated contents will pop up and
people will know about Bubble Tea Café.

Now we will talk about the receiver. In this case the receiver will be the people residing in
Dhaka city who likes tea in one form or another. They should also be using social media in
order to receive the message.

Upon receiving the message, the receiver will decode the message. The message has to be
formal, easy to understand and entertaining in ways. If these are in accordance to the taste of
the receiver than the marketing strategy will be successful. People who are a fan of the
aforementioned influencers would get educated about the product and will be incited to try
out the product.
 Cognitive Mapping for Bubble Tea Café

In the cognitive map shown above we can see the linkage which might come in the minds of
the targeted customer. I have attached new linkages as per my understandings. The
communication that will be conveyed, should be as such that upon hearing the name ‘Bubble
Tea Café’ points like ‘new café’ ‘international’ ‘tea drinks’ ‘cold bubble tea’ ‘good
environment’ will come into their minds.