STI College Tarlac

A.Y. 2022- 2023

MACAO IMPERIAL TEA

(Tourism and Hospitality Marketing)

Submitted to:

Sir Lactaoen, Rey John

Submitted by:

Baun, Crisnel

Bibat, Mylene

Cortez, Cristine

Cudal Jr., Angelo

Garabiles, Angelica

Sagun, Angel Blaze

o Business name

- Macao Imperial Tea

o Background or history of the business

- The 29-year-old CEO of the said enterprise owns over a thousand branches of

Macao and his other brands. He is celebrated here and abroad because of his

humble beginnings as a scholar since his preschool years. He graduated in De La

Salle University in 2010 with a degree in mathematics specializing in business

applications. After joining Deutsche Bank Philippines as an analyst and leaving the

company after several promotions and leadership trainings, he founded his own

company which he named after his parents in 2014. You might recognize some of

his famous brands like Maison Kitsune, Mitasu Yakiniku, Liang Crispy Roll, 107 Co-

working, New York Fries and Dips, Hokasu International Buffet, and of course,

Macao Imperial Tea that was chosen recently as a Trusted Brands Philippines

Golden Awardee for Milk Tea Shop. Ong himself won the Injap Sia Outstanding

Young Entrepreneur award in 2019 and the Regus Entrepreneur of the Year 2020 of

the Asia CEO awards. His company has an employee rewards program which

subsidizes tuition expenses for the children of his workers. Macao Imperial Tea was

established in Macau in 2012 by Fredley Group of Companies. All of their tea leaves

are sourced only in Macau to ensure the quality control of their drinks. This is how
 they make certain each of the items in their menu tastes the same, wherever the

branch is.

o Products and Services

- Macao Imperial Tea is a popular cafe chain in Macau, which is known as Asia's Las

Vegas. It has over 200 branches throughout the world, including extensions in the

Philippines (The Hungry Kat, 2017). It rose to prominence as a result of their Milk

Teas, which became a national craze. Despite the fact that its popularity began as a

fad, it is still thriving and is enjoyed by many Filipinos. Given the name, their

products are primarily teas with distinctive flavors. Nonetheless, they also

experimented with other types of drinks, not just tea. That is why they offer coffee-

based drinks, Yakult-based drinks, unique sodas, add-ons, and special drinks that are

only available through their brand.

- Search Engine Marketing: They uses Google to market their store. We tried to look

for the Best Milk Tea Shop in the Philippines, and Macao Imperial Tea is one of the

top lists. So, we assume that this business invested a lot of money in search engine

marketing.

- Social Media Marketing: Similar to other businesses and companies, because of the

never-ending improvement of technology, social media is very popular to them.

They all use Facebook, Instagram, and websites to promote their new products and

services.
 Profile of direct and indirect competitors

DIRECT COMPETITORS

1.

o Business Name

- Chatime

o Background or history of the business

- Taiwan is the birthplace of pearl milk tea beverages. The word ‘cha’ means ‘tea’. So

technically, Chatime is translated into ‘teatime’ but because it is widespread now,

Chatime means so much more than that. It is founded in Taiwan in 2005, and in

2011, it opens its doors in the Philippines. With over 800 retail outlets across

countries like Taiwan, China, Malaysia, Macau, India, Singapore, Vietnam, Thailand,

Hong Kong, Philippines, Korea, Indonesia, Dubai, Australia, United Kingdom, Canada,

and United states, Chatime became one of the top beverage companies in the world.

They are committed in serving customers with quality ingredients and mix-ins

together with a flare of innovative flavor combinations, setting out to brew the very

best bubble teas. Chatime prepares only hand-made beverages prepared on site.

And, each drink is individually prepared by over 700 trained “tearistas”. The

business uses sophisticated tea and coffee machines to produce only the highest

quality drinks. Henry Wang Yao-Hui founded Chatime in Hsinchu, Taiwan under the

parent company, La Kaffa Coffee.

o Existing marketing campaigns/strategies

- Traditional Marketing: through their stores, they have traditional posters and

sample drinks to draw in customers.

- Social Media Marketing: through their Facebook and Instagram, they post about

new drinks, competitions, and promotions.

- Buzz Marketing: they constantly update their social platforms and create new

content such as giveaways, relatable posts, and staying active which allows

consumers to engage with them.

2.

o Business Name

- Heaven in a Cup
o Background or history of the business

- This is a mikltea shop. It is located at the back of SM Tarlac. It started operating on

March 8, 2019. They have been in the industry for over three years. They also have

branches in different places. Ms. Catherine Ang is the owner of Heaven in a Cup. At

the age of 32 years old, she already has a well-known and famous business. This

establishment is well known on its product and positive reviews on delivery apps.

Their milk tea and fruit tea drinks are the best choice if you are a lover of this kind of

drinks in very affordable price. This was franchised and owned by Ms Catzy and her

sister who is working passionately towards their vision to become the best Milktea

Shop in Tarlac and started reaching on places in the south.

o Products and Services

- Heaven in a cup is a type of business who is known for their products of Milk tea.

They bring the best milk tea in town at a very affordable price. Heaven in a Cup can

serve through Dine-in, take out, and through delivery.

- Social Media Marketing: they have a Facebook page wherein they post their

products everyday and convince their customers to visit them.

- Influencer Marketing: they partnered with some influencers of Tarlac City, such as

the Bb. Kanlahi candidates to promote their milk tea products.

INDIRECT COMPETITORS

1.

o Business Name

- Starbucks

o Background or history of the business

historic Pike Place Market. This is where it opened its first store, offering fresh-

roasted coffee beans, tea, and spices from around the world for the customers to

take home. The name was inspired by the classic tale, “Moby-Dick”. Ten years later,

Howard Schultz, a young New Yorker named would walk through these doors and

become captivated with Starbucks coffee from his first sip. He joined the company

in 1982, and a different cobblestone road lead him to another discovery. It was on a

trip to Milan in 1983 that Howard first experienced Italy’s coffeehouses, and he

returned to Seattle inspired to bring the warmth and artistry of its coffee culture to

Starbucks. By 1987, we swapped the brown aprons for green ones and embarked on

their next chapter as a coffeehouse.

o Products and Services

o Existing marketing campaigns/strategies

- Traditional Marketing: they promote their products through print ads.

If you search, “Best Coffee Shop”, the first in the list would be Starbucks.

- Social Media Marketing: through Facebook and Instagram, they will update their

customers about heir new events or products.

- Video Marketing: they have paid advertisements such as commercials.

- Buzz Marketing: they are active on all social media platforms to engage their

customers through contests, hashtags, and other promotions.

2.

o Business Name

- Café Tribu

o Background or history of the business

- Café Tribu is a registered brand owned and managed by Pinoy Pao Express Inc.

Frederick and Grace Tan are the owners of it. They started the café because they
 knew that Filipinos would love the concept. They dreamed to sell a product with

affordable prices, unlike the foreign cafes that are so popular. But, even if its

affordable, they want to ensure that the coffee was still of the highest quality and

the food is delicious. They have the mission to recharge morning and welcome you

in a worry-free atmosphere through the enjoyment of a good cup of freshly brewed

coffee done by the Tribu grounded with love, care, and served just the way the

customers like.

o Products and Services

- Café Tribu goes beyond a regular cup of coffee. The store also has a variety of hearty

snacks and hot meals. With the relaxing ambiance that is infused with gradient

aroma of roasted premium coffee beans, the shop is ideal for weekly business

meetings, daily luncheons, and even the days that call for momentary solitude,

 Profile of existing and prospective customers

o Existing Customers
 1. Discount Customers – We remember that one time, Macao Imperial tea ha a

discount offers to their customers. 3 for 100 pesos every purchase. A lot of

students and employees went there to try their milk tea. We conclude that

there are many discount customers of Macao Imperial tea.

2. Wandering Customers – Macao Imperial Tea physical store has this bright vibe

wherein it can attract customers to enter and buy their products. Wandering

customers are the people who have no specific need or desire in mind. They are

just attracted by the location of the business. It is quite risky. That’s why, the

interior designs of a business should be well-planned, too. It can stimulate

interest to purchase.

o Prospective Customers

1. Loyal Customers – This is the most important target market that Macao Imperial

Tea should expect. They are the joy of sales of the department. The business

should build mutual friendship with their customers to achieve loyalty to the

brand. Loyal customers are the people who value the product heavily. They are

also the people who can help in marketing the shop through word-of-mouth.

They will recommend it to other people

 Proposed marketing campaign/strategy

- Traditional Marketing
 Through deep research, we realized that Macao lacks traditional marketing.

They do not give importance to flyers, brochures, or even magazines when it comes

to promoting their products. So, we think of ways to market Macao Imperial Tea.

We created a 3-fold brochure wherein some of their best-selling milk teas are

shown there. We wanted to convince our customers, too, to visit the branch. We

tried our very best to create a vibrant brochure that is pleasing to the eye and uses

catchy words that they will never forget.

- Video Marketing/Brand Marketing

We are inspired to create a marketing strategy similar to what Jollibee did

which is “Kwentong Jollibee”. We created a story “Kwentong Macao” about how

Macao Imperial Tea can brighten up the mood of a person. Sometimes, by visiting

the shop and ordering your favorite drink, it can also establish good relationships

and friendships that turns into family. The story Is all about a lady named “Tin” who
did not see her boyfriend for a long time. They decided to meet again after 2 years

in their favorite spot, which is in Macao Imperial Tea. But sadly, his boyfriend did

not come, and do not even answer her calls. She was very disappointed. “Gelo”, her

long-time high school best friend also went to the store to order and buy his favorite

milktea, when suddenly, he saw Tin. Their friendship was ignited. The presence of

Gelo with a cup of Mango Yakult Milk Tea brighten up the day of Tin.

#KwentongMacao