Feeling

Tea!
Presented by Group 1
 Our Group

Nguyen Le My Hanh Dang Dieu Anh Nguyen Huong Ly

Kieu Thi Ngoc Anh Tran Thi Khanh Huyen

 Table Of Content

About the Situation

01 company
02 Analysis

Marketing Marketing
03 Strategy for
04
Tactics
2020
 ·01·
About The
Company
 About The Brand

● A milk tea brands of childhood, opened since 2004 - one

of the pioneer in the milk tea industry in Vietnam.
● Original from Taiwan founded by Hsu Wen Pin.
● Maxim: ‘Prestige and good quality’.
● Meet the criteria of good health (Milk Tea and Pearls
have been granted ISO Product standard certification
by Hanoi Health Department).
Survey

=> Attractive to young age, Do not drink milk tea frequently

especially students. => a challenge for the brand since
there are already hundred of
competitors in the milk tea industry.
Survey

=> Feeling Tea has the advantage The main criterias decided the
in term of cheap selling price. customer’s choice are in favor of
preferential combo and good - looking
decorating style.
 ·02·
Situation Analysis
Micro Environment
Key Competitors

Bobapop Taster’s Choice

● Outstanding logo ● Low price
● Low price with tasty tea flavor ● Selective ingredients
● Special drink: Snow ice cream ● Large space
and bubble milk tea ● Decoration with light color
 Micro Environment
Customer Behavior

14-17 years old 18-24 years old 25-35 years old

● Order milk tea to bring ● Order milk tea
● Drink milk tea with
along or drink at the online.
friends after school.
store. ● Drink during
● When the brand has
● When hanging out with working hours.
discount.
friends.
Micro Environment
Customer needs/Expectations

14-17 years old 18-24 years old 25-35 years old

● Low price and good ● Low price or middle price
quality. with good quality.
● Lots of promotions and ● Decoration with unique and
gifts. new concept.
● Near school. ● Large space.
● Friendly with environment.
● High quality and
healthy drink.
● Fast, convenient
and near office.
Micro Environment
Company
❖ Value: provide food and milk tea
drinks with cheap price.

❖ Marketing review
➢ The website does not impress
the customer.
➢ Do not have banners or poster
to get attention from clients.
➢ POD: selling fast food.
Micro Environment
Company
❖ Marketing mix ( 4P )

➢ Price: low price ( from 20,000- 50,000 VND)

➢ Product: many types of drink ( milk tea, fruit tea, cafe,
smoothies, etc) and fast food ( burger and sandwich).
➢ Promotion: lots of food combo; membership policy ( free
a cup of milk tea when register Feeling Tea’s member or
receive gift on birthday).
➢ Place: open 22 stores in Hanoi and some in other cities
with good place on the big streets which are easy to see.
Company Audit

Catch up the trend Develop the seasonal products

Company Audit
Target Customer : Students in secondary school, high school and
university

Corporate with other delivery brands

Competitive Advantages

Special drinks
Low price with food
provided
Competitive Advantages

Policy for member

Various promotions
 SWOT Analysis
Strengths Weaknesses

❖ Low brand identity system.

❖ Brand awareness.
❖ Low level of marketing and advertising.
❖ Cheap price.
❖ Less competitive.
❖ Many different flavors.
❖ Poor decoration, concepts.
❖ Food options provided.
❖ Not be able to cater to everyone’s dietary or
❖ Convenience, fast.
allergy concerns.
❖ Privileged locations.
❖ Low level of management and customer service.
❖ Updated trends: eco-friendly.
❖ Product’s flavor are still affected by the
❖ Lots of promotion.
bartender.
 SWOT Analysis
Opportunities
❖ Seasonal menu
❖ Provide additional options for special order.
❖ Potential for growth via food delivery apps.
❖ Change into a more professional brand - upgrade
decor, concept.
❖ Corporate with schools or become a commodity
sponsor for the competition/ event.
Threats
❖ Rising costs of ingredients.
❖ Consumer concern about health.
❖ Many competitors in the milk tea
industry.
❖ The switching potential can be high if the
customers are not satisfied with the
product.
 Macro environment
Political Economic
- Potential annual GDP growth rate about
- Accumulating and adding international
5,1%
law: the antitrust laws, intellectual
- Unemployment rate reduce from 2.40%
property rights and the patent invention,
to 2.20%
etc.
- Vietnam's milk tea market has a fast
- Fiscal policy, preferential policies:
growth rate.
taxes, land, etc.
 Macro environment
Sociocultural Technological
- A trendy drinks, a lifestyle choice of massive
- New technology of sugar syrup dispenser
Vietnam’s youth.
machine.
- Traditional ingredients that fit to the taste of
Asian people. - Social media like Facebook, Instagram to
promote products.
- Taste preference, health conscious customers,
the availability of substitute products. - Cooperate with Now, Grab food, Zalo, etc to
delivery on smartphones
 Macro environment
Environmental Legal
- Environment pollution. - New “sugar tax” levy
- Public pressure.
- Increase use of recycled plastic.
 . 03 .
Marketing
Strategy for 2020
 Objectives
Expand, increase 1.5-2% Win back customers
market share: from competitors:

❖ Direct contact with retailers. ❖ Increase contact on social media: Facebook,

❖ Open more from 2-3 stores. Instagram, Google target 1,000 clicks on each.
❖ Cooperate with famous food blogger,
facebooker, instagram influencers, youtuber to
create advertisements.
 Objectives
Raise awareness about the Reach non bubble tea
quality of the product drinkers:
❖ Create a good feeling about the brand: ❖ Access 1 million drinkers, giving
target 98% of the customers feel good free samples.
about the quality, achieve 4.5 stars on
foody, tripadvisors and facebook.
 Objectives
Retain 85-90% of loyal
Increase sales
❖ Tie ups with credit card companies customers:
(Vietcombank, VPbank, etc) ❖ Develop a loyalty card, coupon,
❖ Sale grows by 20% from 150-200 cups per discounts, etc.
day to 180-230 cups per day per store,
profit growth of 10% per quarter in 2020
with new marketing strategy.
 Objectives

Differentiate with competitors:

❖ Giving more choices, better services to

a wider customers range with new menu
❖ Focus to improve taste of best-seller
drinks like cookies cream milk tea,
Jasmine milk tea, brown sugar bubble
fresh milk, etc.
Target Market
Age: 10-35 years old.
Gender: Both female and male.
Geography: Vietnam.
Characteristics:
- Young customers: students, office workers
who are active, busy and have high eager to try
new things.
- There is a certain interest in sweet things
especially milk tea.
Target Market

Direct Customer

Group 1 Group 3
Group 2
Students in secondary and Employees
high schools Students in university and
( 25-30 years old)
(10-18 years old) people who have part-time
job
(19-25 years old)
 Point Of Difference

Quality of Taste and Price

drink Convenience
 Positioning

Improve brand image and Maximize customer

raise the customer happiness and and
awareness satisfaction
 . 04 .
Marketing Tactics
1. Recommendations for 4P
Place Strategy

● Central location for the new store in

other provinces in Vietnam
● Improve the store’s decoration
● Delivery apps
1. Recommendations for 4P
Product Strategy

● Focusing on outstanding features of the

brand, improving product quality.
● New market, new drink.
● Design revolution
● Added non-beverage products
● Limitation edition for special events and
occasions
 1. Recommendations for 4P
Price Strategy
● Price penetration
- For new products: these new launching version will
cost only 35.000 - 45.000 VND per milk tea cup in
trial days. After that, it will be back at its original price
that is 50.000 - 60.000 VND.
- For limited edition products: the brand can offered
higher price for special drinks in special events.
● Price skimming
- Tumbler and cup holder set: 100.000 VND
first type of tumbler and 60.000 VND for the se
- Tumbler and straw set: 150.000 VND for
type and 90.000 VND for the second.
- Tumbler and tote bag set: 200.000 VND for
type and 120.000 VND for the second.
1. Recommendations for 4P
Promotion Strategy
● Social Marketing
- Connecting and interacting with the customers
through social media platforms.
- Using mobile communication application on the
smartphone
- Integrating with banks and provides discount codes.
- Collaborating with fashion stores.
- Using KOLs, food reviewer.
- Conducting advertising on screen elevator in
university’s main hall.
- Word-of-mouth advertising.
- Banner, fliers, etc.
● Sale Promotion
- Offering samples for customers to try
new products in public places.
- Giving special gift for customers on
especially holidays.
- Providing special deals for loyal
customers through collecting points by
online applications.
- Sponsoring for specific activities in
schools, public competition or music
festival.
- Giving discount promotion of 10% for
customers who bring their own personal
cup or reusable straw.
2. Financial and Projection
3. Implementation Plan
Stage 1: Build identify brand system and attract attention
3. Implementation Plan
Stage 2: Keep the position and increase sales
3. Implementation Plan
Stage 2: Keep the position and increase sales
3. Implementation Plan
Stage 2: Keep the position and increase sales
3. Implementation Plan
Stage 2: Keep the position and increase sales
3. Implementation Plan
Stage 3: Keep the brand loyalty
 Thank You!
Does anyone have any questions?

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