A.

Executive Summary

“Where there's tea there's hope.” – Arthur Wing Penero

Flyers, posters, and most importantly – social media. These are the ways to bring T-cup
Zone Malolos to its competitors’ level. T-cup Zone Malolos has been in business since
February 2015 and since then; the entity already has welcomed lots of customers and guests
with its big menu containing rice rolls, rice toppings, noodles, caffes, teas, shakes and yogurt
drinks, and its renowned spaghetti breads and milk teas. But for a restaurant, it is still very
young and far from perfection. Its main problem clearly lies on its substandard promotional
efforts which deter the business from dominating its competitors within the same industry as
well as from gaining and retaining additional market for their business.

The solution is to invest more money and time in promoting the store and its brand,
temporarily minimizing profit for the sake of the future of the branch. Brand activation also
plays a major role in establishing T-cup Zone’s position in the market. We believe that social
media is the best way to do this as almost everyone is already in the internet. This action
shall launch T-cup Zone into a position with a wider reach and higher profits.

Of course there are factors that may affect T-cup Zone in its run. Factors like inflation
rate, social trends, technological advancements, government laws, environmental factors and
others as such.

T-cup Zone’s basic market segmentation consists of students and white-collar workers
usually 15 to 19 years old and 25 to 50 years old, respectively. They are mainly in their lunch
breaks or vacant hours. However, most, if not all students have lower budgets than
professionals and are therefore limited to T-cup Zone’s less expensive products.

This segmentation takes up around half of the population of Malolos, Bulacan. These age
groups are the best target market for T-cup Zone because they are both seekers of new

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flavors and health-conscious at the same time. This diversity allows T-cup Zone to have
massive opportunities when it comes to developing new products and promotional gimmicks
and other stuff.

T-cup Zone has competitors when it comes to its meals (McDonalds, Jollibee, KFC, etc.)
as well as when it comes to its drinks (Infinitea, Cha Dao Tea Place, Endearing Tea and
Coffee, etc.) But these rivals are overpowered by T-cup Zone because their products are
healthy in quality. It is their primary edge over their competitors considering that healthy
products are very much preferred nowadays by people as it grants many health benefits that
can improve their lives including their physical and mental well-beings.

With this plan, T-cup Zone will become more known to the consumers and will gain a
larger part of the market, followed by the lowering of its prices into a more affordable level
that will result to even more patrons coming to the store. This plan will produce significant
returns in terms of number of daily customers and revenue. With the implementation of this
plan, in 5 years T-cup Zone Malolos should already be occupying a large part of the market
and competing closely with its rivals in its area - KFC, Infinitea, McDonalds, Jollibee,
Starbucks, and others.

B. Business Review

The first branch of T-cup Zone, located in Brgy. Marulas, Valenzuela City, was opened
by 5 businessmen in May 2011, where the rice roll, spaghetti bread, and tea drinks easily
gained popularity with the target market. After only a year, another branch was opened in
Valenzuela City, while Banawe, Quezon City and Baliuag, Bulacan each got a branch of
their own. Another year passed and “heavy meals” were added to the menu, which together
with a newly conceptualized restaurant design, were warmly welcomed by guests.

T-cup Zone greatly believes in the importance of detail and the difference it makes in
providing outstanding product quality and services to its customers. Its target market is
primarily composed of students and professors from nearby schools who are in their lunch

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breaks and vacant hours, that are either looking for a hearty meal or craving for a relaxing
time while drinking tea. Either way, the market mostly necessitates an affordable choice of
food and beverages.

At the same time for T-cup Zone, competition is very intense. Competitors range from
Infinitea and Cha Dao Tea Place to McDonalds and Shakeys and many others. Most of which
are major franchises and already have established names in the industry and so are very
serious threats to T-cup Zone. However, one advantage that T-cup Zone has over these
competitors is its products’ uniqueness and their health benefits which is a considerable
opportunity.

It is also assumed that T-cup Zone hasn’t reached its peak performance and might be
underperforming in terms of sales and promotion. The business may be doing average or
worse than expected and needs better strategies and a good marketing plan. The entity is
lacking popularity and recognition despite its good location and unique menu. This
insufficiency results to lots of possible customers being unaware of their products besides
teas and milk teas, which seriously compromises sales. The store also not always has a neat
and appetizing atmosphere due to an apparent lack of constant cleaning by the staff.

Sales-wise, however, the branch is still doing well according to its manager. It has an
average daily gross income of ₱25,000 with a guaranteed 18-22 percent net profit. It is

C. Situational Analysis
a. Environmental Analysis

Political Factors

• Tax Policy
Government sets tax policies to attain different goals that may help the country to
improve and develop. It can and may affect the business’ operation in different ways. First, if
taxes are high, chances are businesses will increase their products or services’ prices to still

3
 gain profits despite the taxation, which will result to unaffordability. High taxes can also
affect the salaries and wages of the employees since it will take away some of the business’
budget. Although these taxes can help the country, it is undeniable that it will still somehow
bring negative impacts to a business’ operation as well as to its people.

 Labor Policy

Labor Policy in the Philippines is specified mainly by the country’s Labor Code of the
Philippines and through other labor laws. They cover 38 million Filipinos that belong to the
labor force and to some extent, also the overseas workers. They aim to address Filipino
workers’ legal rights and their limitations with regard to the hiring process, working
conditions, benefits, policy making on labor within the company, activities and relations with
employers.

Economic Factors

 Inflation Rate

In a company like T-cup Zone, inflation rate (which is one of the aspects that influence
economic downturn) affects the expenses and revenues of the business as the price of goods
increases. The company shoulders this sustained increase and obtains higher expenses that
may result to reduced salaries of employees.

 Interest Rate

The higher interest rates get, the lesser the revenue of the company is.

 Employment Rate

An important condition of the economy that may affect businesses in the Philippines
including T-cup Zone, are the employment rates. In a business like T-cup Zone wherein most of
their market comprises of white-collar workers, a decrease in their number will reflect in the

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demand for the store’s products which will bring reduction in sales and profit. While an increase
in their number will bring a larger demand for the products resulting in increase in sales and
profits.

Social Factors

The social aspect focuses on the forces within the society. Family, friends, colleagues,
neighbors and the media are social factors. These factors can affect consumers’ attitudes,
opinions and interests.

 Lifestyle

The lifestyle of an individual includes all of his/her activities, interests, values and
opinions. It influences his behaviour and purchasing decisions. T-cup Zone’s target
markets have different lifestyles. It is included in the lifestyle of the student to eat what
he/she can afford, they would be looking for the most convenient yet budget friendly
place to eat. T-cup Zone would be able to grab the opportunity due to their placement and
low-cost meals. Naturally, office workers would be exhausted after work. Therefore, they
would be looking for a place to relax and enjoy a delicious meal. T-cup Zone offers a
relaxing vibe and a wide range of cuisine that customers can choose from.

 Reference Group and Family

Humans are social beings and each person has people around him/her who influence
his/her decisions in some way. Reference groups comprise people with whom individuals
compare themselves. Family members, relatives, neighbors, friends, co-workers and seniors
at workplace can form reference groups.

 Role and Status in Society

A person's role in society and social status affects his/her buying decisions. Each person
plays a dual role in society depending on the group to which he/she belongs. The social status

5
 is also a relevant factor; an individual from an upper-middle class would spend on luxurious
goods, while an individual from a lower income group would buy items required for basic
needs. Having knowledge about its target market’s income range can give T-cup Zone an
edge, allowing it to have more information about customer habits and implement a successful
marketing strategy.

 Behavior and Attitudes

Understanding the consumers’ attitudes and behavior is one of the key factors for a
business to successfully tap the business opportunities in the Philippines. This aspect is more
crucial especially during crisis periods when there are number of changes in consumer
attitudes and behaviors. T-cup Zone’s marketing managers and advertisers need to know and
consider these changes while developing their promotional plans and media-mixes.

 Cultural trends

Cultural trends or the “Bandwagon effect” are trends widely followed by people and
which are amplified by their mere popularity and by conformity or compliance with social
pressure. The more people follow a trend, the more others will want to follow it. T-cup Zone
can use the sudden boom of milk teas as an advantage, even though T-cup Zone is not the
only place that offers them. With one recent news that some milk tea are dangerous to the
human body that caused a trend to be more conscious in choosing what you eat or drink, T-
cup Zone can reassure all customers that the beverages and food they offer are completely
safe and healthy.

Technological Factors

Businesses are continually developing new technologies to provide the best solutions for
the market place. Since T-cup Zone is still somewhat new to the industry, it has to find out
what the most appropriate technologies for the business are and focus on the latest
distribution techniques and other technological advances in the industry.

 Technical infrastructure

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 A good Technical Infrastructure would lead to better production, procurement and
distribution logistics, resulting in reduced wastage and lower costs.

 Effective technology

Effective Technology may be a decisive factor for food technology innovation, better
presentation, more effective business marketing, etc.

 Social Media
With the advent of the new age in technology, companies have completely integrated
themselves with all the recent changes that have taken place. To mention a recent trend that
has greatly picked up and something that almost every business is and should be turning
toward is Social Media. The social media explosion has allowed different companies for
increasingly interactive engagement with the consumers with real time results. T-cup Zone
still has a lot to offer and utilizing social media will greatly benefit it in many aspects.

Legal Factors

Laws are policies and regulations established by the government in a certain community
or country to protect its people as well as to maintain peace and order. These laws are
changing from time to time affecting industries including the business environment.

As T-cup Zone is a business entity established inside the Philippines, it is not excluded
from these policies and regulations. T-cup Zone can be directly and indirectly influenced by
the government but the government can control business activities in a more direct way.

 Health and Safety Laws

Health and safety laws show that the government is much into protecting the welfare of
its people. Thus, T-cup Zone should ensure that these laws are observed and followed. They

7
 must guarantee that their products are made with good quality ingredients and are obtained
from manufacturers or suppliers that are certified and authorized.

 Employment Laws

Another body of law that T-cup Zone should consider are the Employment Laws. These
laws are implemented to protect the interest of employees in any business or organization. In
many countries, their government makes it mandatory to have a written contract of
employment that contains the details of the wage rate; working hours, deductions (if any) and
other necessary details regarding working conditions. Since T-cup Zone hires a number of
employees, they must practice proper treatment with them. Staffs must be well-compensated,
treated well, and not discriminated.

 Consumer Rights

Consumer rights and laws provide a way for individuals to fight back against abusive
business practices. T-cup Zone should not make it to a point where consumers will complain
and question their products because that would be one of the reasons why customers will lose
their trust in the business and its products. They should, at all times, ensure that they are
giving nothing but the best for their consumers in order to gain good and strong customer
relationship.

Because these laws are changing and new laws are being implemented now and then, T-
cup Zone should remain constantly prepared for upcoming laws that may affect their
business operation in order for them to remain standing despite the undeniable impact that
government decisions has on them.

Environmental Factors

 Waste Disposal

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 As different stories of experiences easily and quickly get transferred through word of
mouth, it is challenging for restaurants to establish and maintain a reputation of being
consistently orderly and free from bad experiences. T-cup Zone’s proper waste disposal plays
a large role in this, as unhygienic practices can obliquely appear in the presentation of the
product and/or services offered by the business and can stir bad attention from the public.
And although T-cup Zone Malolos follows Graceland Mall’s regulations on waste disposal, it
still should closely keep an eye to its waste disposal processes in order to maintain its
credibility.

 Geographic Aspects/Location

Environmental factors include also the store’s geographic aspects or location. According
to our recently conducted survey, T-cup Zone is believed to have a nice location as it is
placed alongside the highway and more importantly, within vicinities of schools and
universities. We can consider the fact that it is one of the store’s strengths but we must also
face the fact that not all potential customers can afford the store’s products, and so, chances
are sales aren’t that much satisfying but with the help of analyzing the environment, T-cup
Zone can manage to have a profitable market.

 Weather

During rainy season in the Philippines, Bulacan is one of the places that are always
heavily affected by typhoons. Heavy winds and rains that may cause suspension of classes,
accidents and calamities like floods make it better to not open the store for the duration of the
severe weather instead of risking profit loss as well as the employees’ safety. Being located
in a typhoon-prone area is one of the environmental factors that can and will affect T-cup
Zone.

b. Key Factors

Internal Key Factors

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Company Culture

The company has been existing for 4 years and has established its Vision, Mission, Core
Values and even an Employment Philosophy. Their core values include believing in honesty
and trust, teamwork, in providing legendary service aided by the ongoing training and
development of their people, in a clean and orderly restaurant, in doing business in a
professional and orderly manner, in being responsible to others and their selves, and that
good isn’t good enough.

Business Organization

Every T-cup Zone branch has a supervisor that overlooks the branch’s crew and daily
operations. Above the branch supervisors are senior supervisors while above them is the
General Manager which is under the Human Resources Department Head. Above them all is
the company’s President.

Employees

T-cup Zone believes that its employees are its greatest assets. It highly values its
employees and has high standards for them. They undergo 2 weeks of training before starting
their work at T-cup Zone, where their actions will be regulated by house rules and their
Standard Operation Procedure in order to ensure the superior quality of their products.

Operational Efficiency and Capacity

The store’s maximum capacity is a little over one hundred people. Utilities expenses take
up less than 10% of the gross income. However, it can be argued that the power consumption
of the store can be more efficient.

Brand Awareness

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 The target market’s awareness of the T-cup Zone brand is very low. Almost 8 months in
the business and still not many people know about and have tried eating in the restaurant, let
alone know that they have products other than teas and milk teas.

Financial Resources

Currently, T-cup Zone’s only financial resource is their net income which they get purely
from sales. They are, however, open to investment opportunities.

Equipment and facilities

T-cup Zone’s branches are equipped with technology and management skills from
Taiwan. The machineries and technology are provided by the company in order to ensure its
products superior quality and the consistency of taste across their various branches.

External Key Factors

Market Trends

T-cup zone has been following the market trend since they started. They have been
offering commendable quality of food with exceptional presentation that makes the customer
appreciate this kind of aspect. T-cup zone also reminds us to be health conscious in choosing
what we eat as they offer healthy beverages and food that helps every customer to start their
journey for a fitter life. They also use social media not just as an awareness tool, but more as a
platform for conversation with existing and potential clients.

Suppliers

Choosing the right supplier involves much more than scanning a series of price lists.
Your choice will depend on a wide range of factors such as value for money, quality, reliability

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and service. T-cup Zone get all of their resources in Taiwan but the vegetables they are using are
from a public market in Malolos, Bulacan. Always keep in mind that the lowest price is not
always the best value for money. If you want reliability and quality from your suppliers, you'll
have to decide how much you're willing to pay for your supplies and the balance you want to
strike between cost, reliability, quality and service.

Partners

T-cup Zone is open for partnership and product ambassadors. By doing these, there will
be an exchange of opinions and ideas that allows business owners to expand on already good
ideas or replace poor ones. It also helps to increase the awareness of T-cup Zone’s product.

Customers

Tea Cup Zone’s primary customers are university students, white-collar workers, office
executives, professionals, expatriates, and health conscious individuals with a middle class socio-
economic status.

Competitors

Competitors are widely varied. T-cup Zone has competitors when it comes to its meals
(McDonalds, Jollibee, KFC, etc.) as well as when it comes to its drinks (Infinitea, Cha Dao Tea
Place, Endearing Tea and Coffee, etc.)

New Technology

Technological innovations in processes can improve productivity of T-cup Zone and

efficiencies that will reduce costs and improve profit margins. It can make a business more
competitive. Innovation in technological processes can also make products possible that were
otherwise impossible with older technology.

c. Strengths and Weaknesses Analysis

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Strengths:

For 7 months already T-cup Zone has served thousands of youngsters and adults alike
generally brought to the store by its excellent location as well as its rather unique menu,
which provides a wide variation of foods, with health benefits, not only satisfying to the
tummy but to the eyes as well. T-cup Zone also strives to provide good service and dining
experience with their approachable staff, fast service, air-conditioners, TVs, free Wi-Fi, free
delivery, and discounts, as well as a secured environment with CCTVs and a security guard.

Weaknesses:

Like all fast food chains, T-cup Zone has weaknesses that deter its sales and popularity.
One of its major weaknesses is the business’ weak brand image, the unpopularity of its non-
tea/non-milk tea products – giving potential customers the assumption that T-cup Zone only
has teas and milk teas in its menu. Another weakness is the unaffordability of meals as well
as the lack of “value meals” in the menu considering that T-cup Zone’s target market is
primarily composed of students from nearby schools. Also, parking lots are very limited,
while the store’s atmosphere is not always pleasant as it is not consistently clean and quiet.
Lastly, given that their non-tea/non-milk tea products are lacking in popularity, it is evident
that T-cup Zone has shortcomings when it comes to their marketing efforts.

d. Opportunities and Threats Analysis

Opportunities:

The milk tea industry have grown exponentially ever since its introduction to the masses.
Nowadays, milk teas are consumed in most places and during any season in the country and
therefore the opportunities are endless. T-cup Zone can probably pay for more
advertisements and endorsements, and also sponsor more school events and festivals around
the city. It can also take advantage of its TVs by providing good movies for customers to
watch while eating and offering promos to customers during lunchtime, when the store is at

13
 its busiest partly because of the students who watch the noontime show Eat Bulaga for the
KalyeSerye (AlDub). The efficiency of the menu can also be maximized by the addition of
affordable set meals and pastries, and by giving promos and freebies to customers.

Threats:

Currently, the most serious threat that T-cup Zone faces is the intense competition in
its immediate area. With KFC and McDonalds on its left and Infinitea on its right, T-cup
Zone is heavily contested both in meals and in milk teas, respectively. Another serious threat
is the recent milk tea poisoning incident in Sampaloc, Maynila where 2 people died.
Although there hasn’t been any other similar cases reported ever since, the safeness of milk
teas are still questioned by many people, causing the loss of a significant portion of potential
customers. Market fluctuations and inflations can also play a large part in the survival of the
business as that would force changes in pricing which will then result to menu items being
too expensive. Shifts in consumers’ taste are also threats because teas and milk teas have lots
of substitutes which happen to be less expensive as well, such as softdrinks, coffee, milk, and
hot chocolate.

e. Market Segmentation

Customer Analysis

According to the objectives of Tea Cup Zone Inc., they want to establish a reputation of
providing quality food snacks that are affordable in price, delicious in taste, and healthy in
quality. To meet the customers’ satisfaction, an analysis about who T-cup Zone’s customers
are and what they are looking for can be run. In every business, customers are the main basis
of the outcome and whether they buy the business’s products or not, it is undeniable that
customers have the biggest impact to any business. To put it simply, customers make or
break the company.

Analyzing a business’s target market or customers certainly helps in marketing the

business. Customer profiles identify what a business knows about its customers (what their

14
 wants are, what they are craving for, which ones they would prefer, etc.) in an organized and
comprehensible way.

The following are the segmented elements to show the customer analysis accurately.

Demographic Segmentation

 Students of nearby schools between the ages 15 and 19 which in their vacant hours, are
looking for some place to chill or eat out.
 White-collar workers which are primarily composed of professionals, typically aged 25-
50.

Psychographic Segmentation

 The “health-conscious” people who considers the health benefits of a product before
purchasing.
 The “brand-conscious” people who constantly prefer restaurants who have already
established a good reputation in their industry.
 The netizens who always follow the trends they often see in the internet particularly
about foods or restaurants.

Geographic Segmentation

 Students and professors of nearby schools and universities.

 Nearby households or city residents.

Technographic Segmentation

 AlDub Fans who in lunch times look for a place to eat while watching their favorite show
“Kalyeserye” of Eat Bulaga.

Behavioral Segmentation

 People who are always in need of a place with a soothing ambiance to de productive
things while being catered with such delicious and nutritious foods and drinks.
 ‘Soft core’ loyal customers and switchers who always prefer a brand that is already
known to the market and to the society.

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 D. Marketing Objectives and Goals

Product

1. Increase profit

 Add Budget Meals to their menu. Seeing that one of the target markets of T-cup Zone are
the students, it would be a click for them if they add healthy affordable meals which may
also result to growth of sales and profit.

 Launch and innovate popular/existing products every year. (Ex. Milk Tea Float)

 Add-ons. Have a list of add-ons for every Milk Tea purchase. (Ex: Sugar level, Tapioca
pearls etc.)

 Features. Highlight a particular product every month and put it front and center. Sales
will increase just because it is "the featured item" even though it isn't discounted.

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 2. Product Packages

 Package a selection of products according to a theme (color, season, gift idea, topic,
whatever) and sell as a special package.

 Implement seasonal product packaging (Valentine’s Day theme during February,

Halloween theme during November, and Christmas theme during December).

Pricing

1. Reduce Pricing

 Create value meals. T-cup Zone’s target market is the people around it which are mostly
students. Not all students can afford to eat on a store like T-cup for its price. Creating
value meals for customers like them helps the store earns more customers yet having low
prices of products to offer.

2. Maximize profits from the whole menu, not just certain members of it.
 To have a well-balanced and consistent pricing schedule across the product line.

Placement

1. Improve Store Maintenance

 A store’s cleanliness and sanitation may be one of the most important factors in attracting
new customers and in keeping the ones already got. So in order to improve T-cup Zone’s
overall store maintenance, the following objectives are made:

 The management should conduct regular facility/equipment/machinery checking

 The staffs must wear their proper uniform.

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 The store management should make sure to place heavy-duty mats to collect dirt at the
door, and regularly spot-check any messes throughout the business day. A thorough
sweep and mop should be done at the close of business.

 The staffs must keep an eye on the comfort rooms. One messy patron could ruin the
experience at your store for everyone else. Check in regularly to ensure that toilets, sinks,
and floors are clean, and that the bathrooms have an adequate supply of toilet paper, soap,
and paper towels.

 T-cup Zone may need to implement some policies to ensure that their employees follow
their guidelines. They should make sure to draw up daily checklists for all employees to
follow, purchase disinfectant and other cleaning supplies, and come up with a schedule
for cleaning out all equipment on a regular basis.

 It’s important to clean up any customer messes as soon as they happen — or as soon after
as possible. Depending on the size of your shop or restaurant, you may want to delegate
one employee to spot-cleaning areas where customers go, such as wiping down tables,
examining store aisles for trash, and sweeping dirt from the floors. If you don’t have the
resources to devote to this task, set up a regular schedule so that each employee knows
what his responsibilities are, and how frequently he should clean each area of the store.

 Use environment friendly materials

 Always have complete items in their supply inventory, including but not limited to the
following: plates, silverware, glassware, food & beverage supply, tissues, soaps, etc.

 They should require employees to attend seminars about etiquette and/or hospitality
management so that they'll know the do's and dont's when facing/dealing with a
customer.

2. Extension through outlets

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  Join bazaars, food expos or business gatherings, watch out for upcoming events like
concerts, love-a-palooza events, parties, motor shows, etc. and place a kiosk there.
 Participate to any sponsorships requested by any firms
 Putting up kiosk in every public places like bus terminals, malls, supermarkets etc.

Promotion

1. Improve product/brand awareness

Sample no. 2. Flyer, poster, or in-store display

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Sample no. 1. Flyer, poster, or in-store display
 Sample no. 3. Flyer, poster, or in-store display

Students:

 Give flyers with discount coupons in front of schools once a month

 Place tarpaulins in nearby schools.

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  Sponsor school events
 Conduct free seminar related with food business with T-cup Zone’s product presentation.

Professionals:

 Put tarpaulins in nearby industrial complex.

 Visit Robinsons Place Malolos and give flyers with discount coupons to professionals.

Store:

 Instead of advertising T-cup Zone in the national television, they should create a video
presentation or PowerPoint of their products and show it to their televisions.
 Features. Highlight a not-so-known product every month and place it on the table.

Sample tarpaulin lay-out

 Seasonal specials. For restaurants, this translates into promoting food that is in season.

2. Establish T-cup Zone’s position in the industry

 Make TV and Radio advertisements

 Partner up. Find a related, complementary business and put together packages that
include your product and their product.

3. Enhance Customer Relationships

 Conduct customer surveys, follow-ups, comment cards to gather information on what

your customers really want.

 Sending a thank you note, vouchers, or other tokens of appreciation for staying with your
company are sure fine ways to build brand loyalty. Introducing added incentives like a
loyalty program can help market your business and entice customers to return.

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 Improving customer service. Better customer service will result in better word-of-
mouth advertising and more loyal customers.

 Place a freedom wall for customers to write down their comments or suggestions about
their experience in T-cup Zone.

Sample freedom wall

 Give freebies.

4. Establish your brand/business in social media

 Create an active official Facebook, Instagram and Twitter accounts with valuable and
shareable content and target at least 1000 followers or likers every month. You may also
tag influencers you’ve referenced when sharing content to your social media profiles.
 Make pop-up/paid social media advertisements especially in Facebook, Twitter and
YouTube as it will be helpful in building your brand on social networks.

 Make cool gimmicks using social media accounts for the fans to participate in. Such as
starting games and rewarding winners with freebies like vouchers and discounts.

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  Set up an online ordering system so customers can place their orders and walk in and pick
up their food with no waiting. Participate in mobile applications that offer coupons and
discounts to smart-phone users.

People

1. Maximize the crews’ influence over customers

 Train crews to ask for or suggest additional orders that shall give customers a better
deal.

2. Motivate employees.
 To make the offers with energy and persuasion they should give recognition (ex:
employee of the week/month/year) to their employees who show dedication to
their work.

Physical Environment

Improve the store’s ambiance by:

a. Adding seasonal displays
b. Playing an updated and ideal song list
c. Space efficiency
d. Making the store’s layout more inviting and comfortable for customers to relax and
enjoy their meal, while maintaining the theme of the restaurant.

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 Sample store layout. Chinese-inspired wall designs.

E. Marketing Strategy

a. Product Positioning

T-cup Zone’s main edge over the competition is its products’ health benefits. It is
essential to disclose this advantage as it will be the stepping stone of the company’s success.

T-cup Zone is the best choice among its industry for healthy eaters in Malolos because it
has the healthiest products in the area. Today, foods are not intended to only satisfy hunger
and provide necessary nutrients for humans but also to prevent malnutrition-related diseases
and improve physical and mental well-being of the consumers. Different researchers

24
conclude that a better understanding of consumers' perception of healthy foods and its
determinants are key success factors for market orientation and development and for
successfully negotiating market opportunities. Nowadays, Filipino consumers are getting
health conscious in choosing right food to eat because of the Milk Tea poisoning that
happened a few months ago, that’s why having health benefits to your products may be an
asset to your consumers as well as to your business.

b. Customer Satisfaction Strategy

Nowadays, giving nothing but the best for the consumers will lead to repurchase and
loyalty for a certain business or company. T-cup Zone as an emerging business in its industry
should commit and provide all the best things that will make the customers not look for more
or for another restaurant that will satisfy their needs as much as T-cup Zone does.

Finest quality products make a valuable contribution to a business’ long-term revenue

and profitability. Hence, T-cup Zone, should consistently deliver top-notch quality products
and services to its valued customers to maintain them as well as to attract new ones. T-cup
Zone should avoid providing low quality products as it will affect their reputation and it can
create publicity that is unfavorable and negative. T-cup Zone should always be aware of what
the competition and market is doing as it well help them determine where in their business
they outperform their competitors and where in their business they lack concentration and
attention.

Because the customers deserve utmost kindness, respect, and courtesy, T-cup Zone
should remain true to its mission; to provide legendary customer service. T-cup Zone should
deeply and genuinely value and care about their customers including their feelings as that
will make them feel valued and respected. Lastly, just like any other business, T-cup Zone
should constantly listen to their customers’ complaints and praises. A regular customer
satisfaction survey could be conducted by T-cup Zone so that they’ll know what their
customers feel about the overall performance of their business. Through these things, T-cup
Zone may be able to provide great satisfaction to their customers who primarily sustain their

25
business. These would also help T-cup Zone attain a strong market position in the industry
they are in.

c. Preferred Brand Strategy

It is T-cup Zone’s Vision to propagate healthy living, a healthy mind, body and spirit by
continuously educating the public about the importance of adopting healthy foods in order to
maintain a healthy lifestyle. T-cup Zone understands the people’s growing need to eat
delicious food without feeling guilty about their health. Because of this need, T-cup Zone
chooses to provide healthy meals and drinks to students as well as professionals. This is T-
cup Zone’s brand.

To establish its brand over its competitors, it is crucial for T-cup Zone to repeatedly
mention to the target market that its products are made with the best ingredients using the
best technologies both supplied from Taiwan in order to provide the best dining experience
comparable to genuine Taiwanese dishes in preparation, taste, and healthiness. T-cup Zone
should also broach its commitment to providing legendary service and continuous innovation
of products. These could and should be done through informational flyers, posters, and social
media marketing.

d. Other Strategies

Relationship Marketing

Nowadays, there are a lot of people that is facing the growing range of choice of what
they are going to buy products and services. The customers are making their choice by what
quality or service a company is offering. The goal of the company is not just only get
customers but more importantly is to retain the customers.

Applying Relationship Marketing Strategy in T-cup Zone building a strong friendly

connection with the target market is crucial to the success of the business. Through good

26
times and bad, a solid relationship with your customer base will help ensure that your
business continues to flourish. That’s why many of today’s most successful companies are
being built around outstanding customer service. We should immediately apply Relationship
Marketing in T-cup Zone because this is one of the ways to promote the business effectively.
Stated below are some facts why is it important to do Relationship Marketing in T-cup Zone.

1) Establishing connections with your customers is an important step towards improving

customer relations. Providing information on products, events and deals via email, social
media or websites will help keep customers connected to your business, but it’s important
not to be invasive. Your business website should be user friendly, easy to navigate and
contain all the relevant information customers need.
2) When your customers had an awesome experience to your business there’s a chance that
they may refer your business to their colleagues so when it comes to owning your own
business, word of mouth referrals are gold. And, when you focus on building your
business’s people-to-people connection, you create that “WOW” factor that gets your
customer’s talking.
3) When you build your relationship marketing skills, you also open the door to more
business opportunities because a personal connection experience leaves a long-lasting
impression.

4) It is important to create a forum or platform where customers can voice their concerns
and share their insights in a casual and inviting way, and always be available to listen to
them. Customer surveys, follow-ups, comment cards, and interactive websites are all
great ways to gather information on what your customers really want.
5) One of the best ways to improve and strengthen your relationship with customers is to
make them feel appreciated. Sending a thank you note, vouchers, or other tokens of
appreciation for staying with your company are sure fire ways to build brand loyalty.
Introducing added incentives like a loyalty program can help market your business and
entice customers to return.

By instating relationship marketing, you can quickly and easily develop your unique
style. It gives you the space to learn about your audience’s needs, and develop trust with your

27
own techniques. You don’t have to fit yourself to someone else’s business model. You
simply have to be yourself and respond confidently to your customers.

Sponsorship Marketing

T-cup Zone has been operating for 7 months which means they haven’t reached peak
popularity and enough profit yet. Small businesses like T-cup Zone can further gain a lot of
exposure by using Sponsorship Marketing. Sponsorship marketing is one of the easiest, most
affordable ways to promote the business because it doesn’t require a big budget to make a big
sponsorship splash. Whether it has thousands of pesos to give, or just its time, sponsorship
marketing can immensely boost a business. Here are some low-cost ways to promote T-cup
Zone using Sponsorship Marketing:

1) Find another company or non-profit organization that would greatly benefit with your
services, and do the job free of charge. At the project's onset, let your free client know
that you would like to trade your services for their publicity. Then, voila, you're
generating positive brand awareness for only the price of time.
2) Donations for Organizations. The potential impact of a cash donation depends on how
much cash you can give and how much cash the recipient needs to accomplish their
goals. Established non-profit organizations typically attach the level of publicity they
give sponsors to the amount of money each sponsor donates, so reaching the truly
promotional tiers often comes at a hefty price. If you have a lot of extra funds to give
away, go for it! If you have only a bit, consider donating to a small, yet cause-oriented
group, such as a sorority or a local sports' team. Just make sure the advertising you've
offered in return is worth your investment.
3) Prize donations. Prize donations are a top sponsorship opportunity for small businesses.
They only cost as much as you want them to, they get your business name out to a lot of
potential winners, and they give winners (qualified leads) the chance to try your
product/service for free. As a product-based company, consider donating your goods to a
related non-profit organization.
4) A great way to get your small business and brand in the public eye is by sponsoring an
event produced by another entity. It could be a golf tournament to benefit a local non-

28
 profit, a performance or exhibition at an area cultural institution, or a walk-a-thon to
benefit programs and services of a medical research program or a health services group
that provides support to people living with cancer.

Since this generation has been the most influenced generation, it is the best to use
someone who can attract the target market. Using someone influential to endorse the product
can help the business attract more customers. If the endorser is powerful, it has more ability
to encourage the clients to use the product because the endorser is trusted. It is a good
strategy to gather clients that are influenced by the endorser. Additionally, he/she can be the
face of the product!

“If that’s your choice, be generous,” she says. “But if you’re doing it for a strategic business
purpose, there’s a different follow-up to make it valuable.”

Loss Leaders

Just as it sounds, the loss-leader pricing strategy relies on having the lowest prices, or
perceived lowest prices, for a given product or set of products. One use of a loss leader is to
draw customers into a store where they are likely to buy other goods. Loss-leader strategy
also opens wider opportunity for other items to be sold brought by a bigger number of
consumers going in and out of the establishment.

Since teas and milk teas are always patronized by the customers of T-cup Zone, they
can’t be the loss leaders. Only the prices of those products whose sales are low must be
sacrificed for the sake of offering another product at a greater profit or to attract new
customers.

This strategy would best help T-cup Zone promote their business. There is a tendency
that if a customer gets attracted to a store where some of the products are low in terms of
prices, they are more likely to buy the other products that the business also offers; resulting
to an increase in sales and in profit despite the fact that the business sacrificed a certain
product.

29
 e. Contingency Plan

In case of another incident of a ‘milk tea poisoning’:

T-cup Zone should closely wait for the results of the investigation of the incident and
carefully review the recipes of their milk teas then immediately eliminate and replace any
possibly harmful ingredients that will be found. After making sure that their milk teas are
perfectly safe, it is critical for T-cup Zone to reassure consumers that their products are free
from lethal substances and that consumers have nothing to be afraid of when buying from T-
cup Zone. Of course this task should not be easy as fear is not that easy to overcome but still
T-cup Zone should strive to do this though continuous reassurance and proof that their milk
teas are tasty, healthy, and safe as always.

F. Marketing Budget

30
 G. Marketing Implementation Guide

1. Improve product awareness

 Visit Robinsons Place Malolos and give flyers with discount coupons to professionals.
 Give flyers with discount coupons in front of schools once a month.

 Flyers

FOR FLYERS

MONTH PRICE PER PC. QUANTITY (pcs.) TOTAL AMOUNT

JANUARY ₱1.00 2000 ₱2000
FEBRUARY ₱1.00 2000 ₱2000
MARCH ₱1.00 2000 ₱2000
APRIL ₱1.00 3000 ₱3000
MAY ₱1.00 3000 ₱3000
JUNE ₱1.00 3000 ₱3000
JULY ₱1.00 2800 ₱2800
AUGUST ₱1.00 2000 ₱2000
SEPTEMBER ₱1.00 2000 ₱2000
OCTOBER ₱1.00 2300 ₱2300
NOVEMBER ₱1.00 2000 ₱2000
DECEMBER ₱1.00 3400 ₱3400
TOTAL FOR THE 29,500 pcs. ₱29,500
YEAR

 Coupons
FOR COUPONS

MONTH PRICE PER PC. QUANTITY (PCS.) TOTAL AMOUNT

JANUARY ₱10.00 2000 ₱20000
FEBRUARY ₱10.00 2000 ₱20000
MARCH ₱10.00 2000 ₱20000
APRIL ₱10.00 3000 ₱30000
MAY ₱10.00 3000 ₱30000
JUNE ₱10.00 3000 ₱30000
JULY ₱10.00 2800 ₱28000
AUGUST ₱10.00 2000 ₱20000
SEPTEMBER ₱10.00 2000 ₱20000
OCTOBER ₱10.00 2300 ₱23000
NOVEMBER ₱10.00 2000 ₱20000
DECEMBER ₱10.00 3400 ₱34000

31
TOTAL FOR THE 29,500 pcs. ₱295,000
YEAR

 Place tarpaulins in nearby schools.

 Put tarpaulins in nearby industrial complex.
 Tarpaulin size – 3 x 10 = 30 sq.ft.

MONTH PRICE PER PC. QUANTITY (PCS.) TOTAL AMOUNT

JANUARY ₱360 5 ₱1800
FEBRUARY ₱360 5 ₱1800
MARCH ₱360 40 ₱14400
TOTAL FOR THE 50 pcs. ₱18,000
YEAR

 Sponsor school events

 Gift Certificate

MONTH PRICE PER PC. QUANTITY (PCS.) TOTAL AMOUNT

JANUARY ₱200 15 ₱3000
FEBRUARY ₱200 15 ₱3000
MARCH ₱200 15 ₱3000
APRIL ₱200 30 ₱6000
MAY ₱200 30 ₱6000
JUNE ₱200 30 ₱6000
JULY ₱200 30 ₱6000
AUGUST ₱200 20 ₱4000
SEPTEMBER ₱200 20 ₱4000
OCTOBER ₱200 15 ₱3000
NOVEMBER ₱200 30 ₱6000
DECEMBER ₱200 15 ₱3000
TOTAL FOR THE 265 pcs. ₱53,000
YEAR

 Conduct free seminar related with food business with T-cup Zone’s product presentation.
 Food = ₱2500/ every month (50 attendees x ₱50)

MONTH PRICE PER QUANTITY TOTAL AMOUNT

ATTENDEE (ATTENDEES)
JANUARY ₱50 50 ₱2500
FEBRUARY ₱50 50 ₱2500
MARCH ₱50 50 ₱2500
APRIL ₱50 50 ₱2500

32
MAY ₱50 50 ₱2500
JUNE ₱50 47 ₱2350
JULY ₱50 50 ₱2500
AUGUST ₱50 50 ₱2500
SEPTEMBER ₱50 50 ₱2500
OCTOBER ₱50 50 ₱2500
NOVEMBER ₱50 50 ₱2500
DECEMBER ₱50 50 ₱2500
TOTAL FOR THE 597 pcs. ₱29, 850
YEAR

 Features. Highlight a not-so-known product every month and put it front and center.
Product awareness will increase just because it is “the featured item”.

 Poster

MONTH PRICE PER PC. QUANTITY LABOR TOTAL AMOUNT

(PCS.)
MARCH ₱150 15 ₱500 ₱2750
APRIL ₱150 15 ₱500 ₱2750
MAY ₱150 15 ₱500 ₱2750
JUNE ₱150 15 ₱500 ₱2750
JULY ₱150 15 ₱500 ₱2750
AUGUST ₱150 15 ₱500 ₱2750
SEPTEMBER ₱150 15 ₱500 ₱2750
OCTOBER ₱150 15 ₱500 ₱2750
NOVEMBER ₱150 15 ₱500 ₱2750
DECEMBER ₱150 15 ₱500 ₱2750
TOTAL FOR THE YEAR 150 pcs. ₱27,500

 Instead of advertising T-cup Zone in the national television, they should create a video
presentation or PowerPoint of their products and show it to their televisions.
 Video Maker = ₱1000/ year (for labor)

 Seasonal specials

 Valentines
 Freebies= ₱4500/ for the month of February only (for every purchase of T-cup Zone
products worth ₱300 or more) (100 persons maximum) [Shake = ₱45]

MONTH PRICE PER PC. QUANTITY (PCS.) TOTAL AMOUNT

33
FEBRUARY ₱45 100 ₱4500
TOTAL FOR THE 100 pcs. ₱4,500
YEAR

 Halloween
 Decoration= ₱3000 (All in)
 Christmas
 Spaghetti Bread (freebies)= ₱15000/ for the month of December only (for every
purchase of T-cup Zone products worth ₱400 or more) (200 persons maximum)
[Spaghetti Bread = ₱75/person]

MONTH PRICE PER PC. QUANTITY TOTAL AMOUNT

DECEMBER ₱75 200 ₱15000
TOTAL FOR THE 200 pcs. ₱15,000
YEAR

3. Enhance Customer Relationships

 Conduct customer surveys, follow-ups, comment cards to gather information on what
your customers really want.
 Comment cards

MONTH PRICE PER PC. QUANTITY TOTAL AMOUNT

JANUARY ₱0.625 5000 ₱3125
FEBRUARY ₱0.625 5000 ₱3125
MARCH ₱0.625 10000 ₱6250
APRIL ₱0.625 10000 ₱6250
MAY ₱0.625 8500 ₱5312.50
JUNE ₱0.625 10000 ₱6250
JULY ₱0.625 8500 ₱5312.50
AUGUST ₱0.625 5000 ₱3125
SEPTEMBER ₱0.625 5000 ₱3125
OCTOBER ₱0.625 5000 ₱3125
NOVEMBER ₱0.625 10000 ₱6250
DECEMBER ₱0.625 8500 ₱5312.50
TOTAL FOR THE 90,500 pcs. ₱56,562.50
YEAR

34
  Sending a thank you note, vouchers, or other tokens of appreciation for staying with your
company are sure fine ways to build brand loyalty. Introducing added incentives like a
loyalty program can help market your business and entice customers to return.
 Thank you note (ex. calling card)

MONTH PRICE PER PC. QUANTITY TOTAL AMOUNT

JANUARY ₱0.50 5000 ₱2500
FEBRUARY ₱0.50 5000 ₱2500
MARCH ₱0.50 10000 ₱5000
APRIL ₱0.50 10000 ₱5000
MAY ₱0.50 8500 ₱4250
JUNE ₱0.50 10000 ₱5000
JULY ₱0.50 8500 ₱4250
AUGUST ₱0.50 5000 ₱2500
SEPTEMBER ₱0.50 5000 ₱2500
OCTOBER ₱0.50 5000 ₱2500
NOVEMBER ₱0.50 10000 ₱5000
DECEMBER ₱0.50 8765 ₱4382.50
TOTAL FOR THE 90,765 pcs. ₱45,382.50
YEAR

 Place a freedom wall for customers to write down their comments or suggestions about
their experience in T-cup Zone.
 Stickey Note

MONTH PRICE PER PC. QUANTITY TOTAL AMOUNT

JANUARY ₱0.21 3000 ₱630
FEBRUARY ₱0.21 3000 ₱630
MARCH ₱0.21 6000 ₱1260
APRIL ₱0.21 6000 ₱1260
MAY ₱0.21 5000 ₱1050
JUNE ₱0.21 6000 ₱1260
JULY ₱0.21 5000 ₱1050
AUGUST ₱0.21 3000 ₱630
SEPTEMBER ₱0.21 3000 ₱630
OCTOBER ₱0.21 3000 ₱630
NOVEMBER ₱0.21 6000 ₱1260
DECEMBER ₱0.21 5000 ₱1050
TOTAL FOR THE 54,000 pcs. ₱11,340
YEAR

 Give freebies.

35
  Poster Calendar = ₱4000/ For the month of January only (for every purchase of T-cup
Zone products worth ₱150 or more)(200 persons maximum) [₱20 for 200 pcs.]

MONTH PRICE PER PC. QUANTITY TOTAL AMOUNT

JANUARY ₱20 200 ₱4000
TOTAL FOR THE 200 pcs. ₱4,000
YEAR

 Tumbler= P2250/ every month starting February (for every purchase of T-cup Zone
products worth ₱100 or more) (100 persons max) [₱45 for 50 pcs.]
*Customers only have a 50/50 chance.

MONTH PRICE PER PC. QUANTITY TOTAL AMOUNT

FEBRUARY ₱45 50 ₱2250
MARCH ₱45 50 ₱2250
APRIL ₱45 50 ₱2250
MAY ₱45 50 ₱2250
JUNE ₱45 45 ₱2025
JULY ₱45 50 ₱2250
AUGUST ₱45 50 ₱2250
SEPTEMBER ₱45 50 ₱2250
OCTOBER ₱45 50 ₱2250
NOVEMBER ₱45 50 ₱2250
DECEMBER ₱45 50 ₱2250
TOTAL FOR THE 545 pcs. ₱24,525
YEAR

4. Establish your brand/business in social media

 Make pop-up/paid social media advertisements especially in Facebook, Twitter and
YouTube as it will be helpful in building your brand on social networks.
 Pop-up Ads = ₱6500/month (Per 1000 views)
pennapowers.com/how-much-do-ads-on-youtube-cost

MONTH PRICE PER PC. QUANTITY TOTAL AMOUNT

JANUARY ₱6.50 1000 ₱6500
FEBRUARY ₱6.50 1000 ₱6500
MARCH ₱6.50 1000 ₱6500
APRIL ₱6.50 1000 ₱6500
MAY ₱6.50 1000 ₱6500

36
JUNE ₱6.50 1000 ₱6500
JULY ₱6.50 1000 ₱6500
AUGUST ₱6.50 1000 ₱6500
SEPTEMBER ₱6.50 1000 ₱6500
OCTOBER ₱6.50 1000 ₱6500
NOVEMBER ₱6.50 1000 ₱6500
DECEMBER ₱6.50 1000 ₱6500
TOTAL FOR THE 12,000 ₱78,000
YEAR

 Make cool gimmicks using social media accounts for the fans to participate in. Such as
starting games and rewarding winners with freebies like vouchers and discounts.
 Free meal = ₱1800/month (₱45 x 40 groups) [Sweet Potato/Tea/Shake]
 Picture = ₱200/month (40 groups x ₱5 for 3R size)

*Example: “Take the best picture with your BARKADA of five featuring a product of T-cup
Zone then upload it in your profile and tag us! The first 40 BARKADA PICS to get 100
likes will get a discount coupon for each member and a 3R copy of your picture.”

FOR FREE MEAL

MONTH PRICE PER PC. QUANTITY TOTAL AMOUNT

JANUARY ₱45 40 ₱1800
FEBRUARY ₱45 40 ₱1800
MARCH ₱45 40 ₱1800
APRIL ₱45 40 ₱1800
MAY ₱45 60 ₱2700
JUNE ₱45 60 ₱2700
JULY ₱45 60 ₱2700
AUGUST ₱45 45 ₱2025
SEPTEMBER ₱45 45 ₱2025
OCTOBER ₱45 45 ₱2025
NOVEMBER ₱45 60 ₱2700
DECEMBER ₱45 45 ₱2025
TOTAL FOR THE 580 pcs. ₱26,100
YEAR

FOR PICTURE
MONTH PRICE PER PC. QUANTITY TOTAL AMOUNT
JANUARY ₱5 40 ₱200

37
FEBRUARY ₱5 40 ₱200
MARCH ₱5 40 ₱200
APRIL ₱5 40 ₱200
MAY ₱5 60 ₱300
JUNE ₱5 60 ₱300
JULY ₱5 60 ₱300
AUGUST ₱5 45 ₱225
SEPTEMBER ₱5 45 ₱225
OCTOBER ₱5 45 ₱225
NOVEMBER ₱5 60 ₱300
DECEMBER ₱5 45 ₱225
TOTAL FOR THE 580 pcs. ₱2,900
YEAR

 Set up an online ordering system so customers can place their orders and walk in and pick
up their food with no waiting. Participate in mobile applications that offer coupons and
discounts to smart-phone users.
 System= ₱468.40/month (46.80 US Dollar Rate)

MONTH PRICE EVERY TOTAL AMOUNT

MONTH
JANUARY ₱468.40 ₱468.40
FEBRUARY ₱468.40 ₱468.40
MARCH ₱468.40 ₱468.40
APRIL ₱468.40 ₱468.40
MAY ₱468.40 ₱468.40
JUNE ₱468.40 ₱468.40
JULY ₱468.40 ₱468.40
AUGUST ₱468.40 ₱468.40
SEPTEMBER ₱468.40 ₱468.40
OCTOBER ₱468.40 ₱468.40
NOVEMBER ₱468.40 ₱468.40
DECEMBER ₱468.40 ₱468.40
TOTAL FOR THE ₱5,620.80
YEAR

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 H. Appendix

Appendix
In order for the marketers to come up with a Marketing Plan that will help T-cup Zone
build a strong brand image and establish a good market position in its industry, the following
are the sources from which the marketers used to analyze the business as well as the different
factors that affect its business operations.

Press conference with T-cup Zone officials

1. What does the customer want from the product or service?
- Like most of the people want, according to them their customers want quality
products and genuine service.

2. Why are you focusing on Modern and Chinese cuisine?

- T-cup Zone’s products are combinations of Chinese and Filipino cuisine which has
flavorful taste and healthy ingredients to satisfy its customers.

3. With students as your primary target customers. Does that mean the branch is going to
implement more options to meet the students’ budget?
- Since T-cup Zone considers the budget of its customers, they are going to implement
options that will meet their budgets primarily the students
.
4. How is T-cup Zone planning to attract more customers, besides using their main product the
milk tea?
- Aside from milk teas, there are a lot of food choices that T-cup Zone offer to its
customers. So in order to attract more and new customers, they are going to use those
products and promote them to the market.

39
5. What products in your menu would you “personally” suggest to the customers to buy? Why?
- According to the official, he/she would suggest the following products since they are
the business’ best sellers.

 Milk teas
 Taiwanese meals
 Rice Toppings
 Spaghetti Breads (featured in CAMANAVA Food Trip: 12 Must Try Restaurants in
Valenzuela City - http://ph.phonebooky.com/blog/camanava-food-trip-12-must-try-
restaurants-in-valenzuela-city-part-1/)

6. What are the effective strategies used by the company for the promotions? Past and current?
- The officials did not mention any specific effective strategies for their promotions
that they are using from the past and up to present. They only just said that “promotions
should be remembered by customers.”

7. What percentage of the business’ revenue is being used for promotional budget? If possible
please indicate the figure.
- Budget for promotion is actually included in utilities expense, which takes up less
than 10% of the gross profit.

8. What type of customers are you trying to attract and how can you use price to send a signal to
the right person?
- Affordability of products will be used to send a signal to the customers.
9. How do you compare the pricing of your product/service with your competitors’?
- T-cup zone’s products are more affordable than those of the competitors. The business
also offers “Add 10 pesos for unlimited rice” which make the products “sulit” for the
customers.

10. Since placement is one of the strategic P’s and can’t be changed easily, what are the factors
you considered on placing the business in this specific area?
- According to the General Manager, they have three considerations when choosing a
perfect location for their business. One is the main location for the product. Number two is
location. And number three is location, which implies that they primarily consider the location
on placing a business in a specific area.

40
11. What are your slow-moving products?
- Although teas and milk teas are the best sellers of the store, some of its variation like
green tea and black tea are not much patronized by people.

12. What day/s in a week has the highest rate in sales?

- T-cup zone operates all days of the week. But during weekends are the times where
sales are low since students are one of their target markets and they do not have classes.

13. Do you have a specific quota every month?

- The general manager said that he couldn’t tell that but so far, they’re “still going good.”

15. What are the benefits of drinking milk tea?

- Considering that Milk teas are the main product of T-cup zone, it gives different
benefits that can help improve meal system and metabolism, it can also prevent cancer, plaque
and cavities, and make people younger.

16. What are the difference between the products of T-cup Zone and other competitors’?
- T-cup zones products are unique compared to their competitors. They offer different
varieties of foods so that customers can have a lot of choices in deciding what to eat.
17. What is your pricing strategy?
- T-cup zone’s pricing strategy is having a minimal profit.

18. Is T-cup Zone a fast food restaurant or a café?

- T-cup Zone is originally a café. But after a year when they added meals to the menu, the
setting became much like a restaurant and then shortly after that, they became categorized as a
“restaurant” by the SEC.

Other data:

41
  T-cup Zone’s employees/staff undergo 2 weeks of training BEFORE starting their jobs.
They are taught about the Standard Operation Procedure of the restaurant as well as the
“House Rules”.
 T-cup Zone’s main ingredients are imported from Taiwan. While their vegetables are
bought from the local market.
 T-cup Zone Malolos’s maximum capacity is >100.
 They have monobloc chairs for overloaded hours
 T-cup Zone Malolos’s staff population is 9-11.
 According to the managers, the maximum waiting time of any customer at any time is 10-
15 minutes.
 T-cup Zone Malolos has 180 sq. mt. of area.
 They conduct monthly store check-ups.
 T-cup Zone’s management is open to the idea of getting product ambassadors
 They are also open for partnerships/concilement.
 According to the manager, their biggest competitors are KFC and McDonalds.
 Promotion strategy depends on the season.

Survey Results

PRODUCT
1. Does the store name agree with the products being offered by them?

- The results showed that the name of the store “T-cup Zone” is appropriate and agrees
with the products being offered by them.

2. Which of the following made you decide to visit T-cup Zone?

- The store’s location is the primary reason why people visit T-cup Zone implying that
the location of the store is really accessible and reachable, while the health benefits of the
products got the lowest vote indicating that people are not very much aware that the products
of T-cup Zone are healthy in quality.

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3. How often do you visit T-cup Zone?

- Most of the people visit T-cup Zone once a month. Only few visit the store several
times a week.

4. What keeps you coming back?

- The affordability of the products make the people come back to the store.

a. Affordability 22.94% (Highest)

b. Quality of product 21.21%
c. Location 20.78%
d. Quality of service 3.03% (Lowest)
5. Which product/s did you purchase the most?

- Teas and milk teas are the products which people purchase the most in T-cup Zone.

a. Teas and milk teas 50.66% (Highest)

b. Shakes and Yogurts Drink 20.52%
c. Rice Toppings 10.92%
d. Rice Rolls 2.18% (Lowest)
6. Now, please think about the features and benefits of the product itself. How satisfied are you
with it?

46.08% of T-cup Zone’s customers are somewhat satisfied with the features and benefits
of their products.
a. Somewhat Satisfied 46.08% (highest)
b. Neutral 28.43%
c. Extremely Satisfied 22.55%
d. Extremely Dissatisfied 0

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7. What are your favorite qualities about the product you purchased?

- The taste of T-cup Zone’s products is the favorite quality of their valued customers.

a. Taste 64.52 (Highest)

b. Affordability 20.77%
c. Health Benefits 13.82%
d. Others 0.92% (Lowest)

8. Thinking of similar products / services offered by other companies, how would you compare
the product / service offered by T-cup zone?

- If compared to the products/services of other businesses, T-cup Zone’s products are

somewhat better than them.

a. Somewhat better 43% (Highest)

b. About the same 33.5%
c. Much better 20.5%
d. Much worst 0.5% (Lowest)

PLACEMENT

1. T-cup zone is conveniently located.

- Most of the people agree that the location of T-cup Zone is convenient and accessible.

2. Store atmosphere is appealing.

- The customers agree that the store atmosphere is appealing.

3. A good selection of products was present.

- The customers agree that a good selection of product was present in the store.

4. T- cup zone has the lowest prices in the area

- Most of the customers agree that T-cup Zone has the lowest product prices in the are.

5. Merchandise displays are attractive.

- The customers agree that the merchandise displays in the store are attractive.

6. I am satisfied with the store’s overall physical appearance?

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 - Most of the customers are satisfied with the overall physical appearance of T-cup Zone.

7. What changes do you think would most improve the location/ambiance of T-cup Zone?
- Changes in the store’s decoration would greatly help to improve the ambiance of T-cup
Zone.
-

a. Decor 30.37% (Highest)

b. All of the above 28.50%
c. Chairs and tables 14.49%
d. Others 2.85 (Lowest)

PRICING
1. The merchandise sold is a good value for the money

- According to the customers, they agree that the merchandise being sold by T-cup Zone
is a good value for the money.

2. I am very satisfied with the price I paid for what I bought.

- Most of the customers agree that they are very satisfied with the price of the products
they bought.

3. How did the product's price compare to your expectations?

- The products’ prices are good according to the customers when compared to their
expectations.

4. How much are you willing to spend for a T-cup Zone product?

- Most of the customers are willing to spend 50-100 pesos of their money for a T-cup
Zone product.

PROMOTION

1. Did you use any coupons or receive a discount of any kind?

- Most of the customers did not use and receive any discount coupons from T-cup Zone.

2. How did you first become aware of T-cup Zone?

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 - Customers first become aware of T-cup Zone by passing by the store. Social Media got
the lowest vote implying that T-cup Zone is not much into promoting their business in social
media.

3. In thinking about your most recent experience with T-cup zone, rate the quality of customer
service you received from the crew?

- For most customers, the quality of T-cup Zone’s customer service is average.

4. Is the store name (T-cup Zone) attractive enough?

- Most of the customers said that the business’ name “T-cup Zone” is attractive enough.

5. Upon being aware of the existence of the business, what other form of promotion would you
like T-cup zone to apply?

- The customers would like T-cup Zone to have product giveaways as a form of
promotion.

a. Product Giveaways 37.55 (HIGHEST)

b. Social Media 20.09%
c. Flyers/Posters 19.20%
d. Online Advertisement 11.16% (LOWEST)

6. Have you ever encountered any bad experience during your stay in T-cup Zone?

- Most of the customers did nit encounter any bad experience during their stay and visit in
the T-cup Zone store.

7. Does the pleasing personality of the crews and staffs affect the store’s quality service?

- According to the customers, the pleasing personality of the staffs and crews of the store
affect the quality of their service.

GENERAL QUESTION
1. Rate the satisfaction you felt during your stay in T-cup zone?
- The satisfaction that customers felt during their stay in T-cup Zone is average.

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2. Would you recommend our store to your colleagues or contacts within your industry?

- Most of the customers said that they would probably recommend T-cup Zone to their
colleagues or contacts within the same industry they are in.

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