FINAL PERFORMANCE TASK IN

ENTREPRENEURSHIP

1st QUARTER

S.Y. 2021-2022

Prepared By: Angela Nicole C. Dalios

 SEROTEANIN (Milk Tea)

Marketing Plan

Address: 1944 Estrada St. San Andres Bukid, Sta. Ana

Manila

Telephone Number: 895-8375

Website Address: http://www.seroteanin.com.ph

 Email Address: seroteaninmilktea@gmail.com

I. Executive Summary
II. Company Vision 
III. Marketing Environment 
IV. SWOT (Strengths, Weaknesses, Opportunities and Threats)
Analysis 
V. Marketing Objectives 
VI. Marketing Strategies 
VII. Marketing Mix 
1. Product. 
2. Promotions. 
3. Price.  
4. Place.  
5. People. 
6. Process. 
7. Packaging or Physical Evidence. 
VIII. Sales Forecast
 I. Executive Summary

Seroteanin Milktea is a newly developed business enterprise that is located on Sta. Ana
Manila. Seroteanin comes from the word 'serotonin', a hormone that stabilizes our mood, feelings
of well-being, and happiness, and milk tea refers to any tea drink with milk added to it. It means
that if you drink Seroteanin, your cravings will be satisfied. It is a part of serotonin. It is just like
a typical milk tea shop that you can find in malls, downtown areas of cities, and university
districts. This business serves everyone for very affordable prices and is managed by a one
person, who started the business in 2020 when the pandemic started and needs to fund her
family. As of now, Seroteanin only sells selected flavors since we don't have enough budget for
the other flavorings. If ever the business becomes hit, we will add more different types of flavor
to satisfy every Filipino's cravings. The company's target market is primarily made up of students
and employees because it is located in an area with a cluster of colleges, universities, and other
shops. The company aims to give customers high-quality milk tea and comfort food that meets
their expectations, making it one of the country's best milk tea shops.
The store is located conveniently in the Sta. Ana Manila. It is ideally situated between the
barangays, with easy access to major highways and other suburban neighborhoods. The theme of
my milktea shop would be an airplane theme. I come up with this idea because I want to be a
flight attendant someday, and for me, it will be unique if I design my milk tea shop like you are
in the airplane, and also it can catch the attention of the customers that will come into my store.
It would be a lovely shop because you can take pictures that will let you post on your social
media accounts, which can catch the customer's attention, and they will be visiting my shop that
will help increase my sales.
During the COVID-19, commodity prices and the number of unemployed people have
been steadily rising. The economy and even the movement of money are affected. Saving money
is very important in this time of the pandemic. Since there is a pandemic, the company has
various difficulties, including a diverse and broad market. In addition, the organization cannot
operate at total capacity due to a lack of employees allows it to pursue growth opportunities. We
also don't have enough money to add more different kinds of flavors. In response to this
problem, we are going to make some strategies to improve the business. We must track the daily
expenses and income of the company. To save money, we are going to set financial goals.
II. Company Vision
Seroteanin vision is to provide the customers with high-quality milk tea and comfort food that
meets their expectations, making it one of the country's best milk tea shops. Seroteanin Milktea
intends to keep giving nutritious drink choices by mixing quality teas with their daily lives. We
want to stabilize your mood, feelings of well-being, and happiness, by providing the best milktea
that is affordable to everybody.

III. Marketing Environment

Industry Analysis
The milk tea obsession is just getting bigger. Over the last few years, this type of
company has increased in popularity among Filipinos. Several ideas have circulated regarding
the origins of the well-known beverage. Liu Han Chie of Taichung, Taiwan's Chun Shui Tang
Teahouse, stated that he experimented with cold tea after witnessing Japanese people who
enjoyed drinking cold coffee. In the 1990s, he experimented with cold milk tea by adding
various ingredients such as fruits, syrup, candied yams, and tapioca pearls. The drink gained
popularity throughout most of East and Southeast Asia. Since milk tea has become popular in the
country, other brands have arisen.
Industry Trends
The value of the milktea industry has increased since 2008. Milktea sales volume has
decreased due to a large proportion of consumers opting for healthier alternatives in the
functional drink segment (energy drinks, smoothies, milk & juice drinks, and sports drinks) and
bottled juices and water. Companies have been actively involved with product development to
address significant concerns regarding high-fructose drinks' adverse health effects and enhance
demand in a sector where product offerings are rapidly developing. New flavor launches and
health-conscious formulas have been created to counteract the drop in carbonated drink sales. As
consumers migrate to trendier, healthier, and more sophisticated items, the functional market will
likely increase and gain consumer interest in the following years.
Competitive Analysis
Milktea business has become popular in the Philippines, and there are so many branded
milktea like Macao imperial tea, one of the famous milk tea and the infinitea. Few competitors
truly compete with seroteanin tea; however, because coffee and soda are most people's default
beverages, they already control 70% of the non-alcoholic beverages market. Because seroteanin
tea is a novel and unusual drink, many Filipinos will hesitate to try it if I add some new and
healthy flavors. As a result, the company's competitors pose a significant challenge. Competition
may also result in new customers. Customers seeking to avoid sugar-sweetened beverages may
be interested in trying seroeanin tea because you can choose your preferred sugar level. Since my
business is newly established, I'm going to make more innovations to increase my sales.

IV. SWOT (Strengths, Weaknesses, Opportunities and Threats)

Analysis 
Strengths Weaknesses
 Product Familiarity  Lack of employees
 Location of the business  Lack of promotion
 Quality of the product  Limited budget for advertising and
marketing

Opportunities
 Health conscious trend
 A new emerging or developing market
 Potential for growth via food delivery
apps/technology
Threats
 More competition
 Rising operating costs
 Rumors or gossip about the product on
how it made or against to the owner

V. Marketing Objectives
a) Sales in Units and in peso
Our objective is to boost profit margins. We can focus on a few goals, such as limiting the
number of discounts offered to prospects. The path to achieving this goal is relatively
straightforward. The management can limit the number of discounts salespeople are allowed to
provide opportunities with each month, or they can completely prohibit salespeople from
offering discounts at all. Aside from limiting values, the sales manager can take other steps to
boost profit margins. In some cases, offering bundles at different price points may help to either
increase prices or adjust pricing structures.
b) Gross Profit
Increase the transaction size of each customer or the number of customers to generate
more income. However, raising income is analogous to improving win-rate in that there is no
clear method to accomplishing this goal. It will entail a thorough examination of how individual
salespeople are performing as well as a comprehensive examination of how your sales process is
operating.
c) Market Share
Consumer acquisition cost has been one of the key indicators of your company's overall
financial health. Customer acquisition costs are strongly influenced by how your marketing
department operates. Identifying where the most money is spent throughout the sales process is
one method of my sales staff can assist in achieving this goal.

VI. Marketing Strategies 

A. Target Market
Seroteanin Milktea focuses on the 16- to 50-year-old demographic, specifically the
students and business people within this age group in Manila. Because In Metro Manila, milk tea
shops are so crowded at all hours that getting one requires at least a 15-minute wait. According
to GrabFood's 2018 study, the Philippines ranked second in Southeast Asia in milk tea
consumption. From June to December of that year, Grab's milk tea orders increased by 3,500%.
Although the Philippines isn't even at the top of the rankings for app-based food delivery
services, the country dominated Grab's milk tea statistics. Students and business people will be
the ideal market to target.
B. Unique Selling Proposition (USP)
“A cup of tea that tastes good and will stabilize your mood”
Having a compelling, unique selling proposition (USP) that distinguishes your business
from the competition. In a few words, Seroteanin gives its customers the best milktea in the
world with nutritious drinks and beverages, stabilizing your mood, feelings of well-being, and
happiness. The slogan delivers not one but two benefits: the milktea tastes good and the ability to
satisfy your cravings. 

C. Brand
What matters is what your target audience thinks of your brand. The Seroteanin brand is an
excellent example of brand perception. The Seroteanin brand is viewed as "comprehensive and
balanced" by Seroteanin brand loyalists, but not by those who dislike the Seroteanin brand.

VII. Marketing Mix

A. Product
Seroteanin Milktea is a newly developed business enterprise that is located on Sta. Ana
Manila. Seroteanin comes from the word 'serotonin', a hormone that stabilizes our mood, feelings
of well-being, and happiness, and milk tea refers to any tea drink with milk added to it. It means
that if you drink Seroteanin, your cravings will be satisfied. The company aims to give customers
high-quality milk tea and comfort food that meets their expectations, making it one of the
country's best milk tea shops.
B. Promotions
Since social media platforms are used to spread information, social media marketing is the
most effective advertisement or combination of advertising in my own business. One of the most
efficient ways to engage with your ideal customers online is through social media. To increase
sales, I will also offer giving discount codes to keep my customers happy.
C. Price
To plan for the price, I will use the value pricing strategy, which means setting a fee
based on how much the buyer believes your product is worth. I will sell my product at a lower
price than my competitors to increase sales and make sure that I will earn more profit. I will not
allow any lending of my products and services because it is unreliable.
D. Place
 I plan to locate my business in a place that is best suited for the business and has many
potential customers, such as a market, town, and plaza. They can conveniently transact online
and on-site since some of us can’t go outside because of the pandemic. I will try to post it to the
e-commerce platform.

E. People
The people who need my business are young, responsible, passionate, reliable, and
pleasing. The basic skills required for the job are good communication skills, teamwork and
collaboration skills, and leadership because, for me, anyone can be a leader. The entrepreneur's
leadership style is transformational leaders because it communicates between their employees
and inspires the employees to do their best.
F. Process
Customers will value features only if they believe they are valuable. Tea has numerous
health benefits; adding milk to this beverage improves its flavor and its nutritional value. Milktea
helps you relieve your stress and enhance your mood, making a difference in the customers'
lives. Our store is open every day unless it is a holiday. The time of opening is 8:00 am – 9:00
pm. You can dine in but limited only and also you can take out your order.
G. Packaging or Physical Evidence
The visual brand identity will be the first thing people notice on your tea packaging,
website, and social media posts. To have the best packaging for the product, I will consider
putting up trends and making them as a design. I will buy a wholesale package to be cost-
efficient at the same time. Since the theme of my store is an airplane, I will set a method in a cup
an aircraft.

VIII. Sales Forecast

A projection of potential sales that the business will generate as a result of the marketing efforts
to be implemented. On year 1 the seroteanin milktea is expected to sell 18,000 units only as this
will be an initial offering to its target market. The selling price would be ₱ 90.00.
Year 1 Year 2 Year 3 Year 4
 Seroteanin ₱ 1,620,000 ₱ 1,782,000 ₱ 2,049,300 ₱ 2,464,160
Milktea Sales
These are the sales projection for the next four years for milktea with the marketing efforts to be
implemented
 The sales will increase by 10% in a year 2.
 The sales will increase by 15% in a year 3.
 The sales will increase by 20% in a year 4.