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Strategic Pricing and Distribution for Milk Tea Business Growth

To thrive in the competitive milk tea and alternative drinks market, implementing strategic pricing and effective distribution is crucial. We will match competitors' prices, maintaining an average drink cost of Php 80-120 while offering discounts and loyalty benefits like a free drink for every 10 large purchases. Distribution will focus on major malls and areas near schools and residences, with additional presence during events. Communication strategies will leverage social media, personal connections, and promotions, including tea appreciation events and advertising in public spaces to enhance brand visibility.

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Strategic Pricing and Distribution for Milk Tea Business Growth

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  1. Chin’s Part

  2. Pricing • Competition pricing • Match competitors’ pricing since there are many competitors in the milk tea sector, as well as in alternative drinks industry (coffee, fruit shakes, etc.) • Maintain cost of drinks at average price of Php 80-120

  3. Pricing • Offer discounts • Loyalty card • Free drink for every 10 large drinks purchased

  4. Placing and Distribution • Branches • Major malls such as Alabang Town Center, Cyber & Fashion Mall (Eastwood), Robinson’s Place Manila, Greenbelt 3, Robinsons Galleria, Newport Mall • Areas near schools and residences such as San Juan, Katipunan, Greenbelt Residences, BF Homes Paranaque, Banawe, Jupiter, Nuvali, Burgos Circle Fort

  5. Placing and Distribution • Suggested strategies • Penetrate more malls, schools and residential areas • Can have permanent kiosks or kiosks available only during major events (school/university fairs, concerts, etc.) • Branches in tourist destinations such as Baguio, Boracay, Palawan, Cebu, Davao • Put up branches near health care facilities, hospitals, and gyms

  6. Communication Strategies • Initially, by word of mouth, among milk tea lovers and food bloggers • Serenitea has its own website, Facebook page and Twitter account

  7. Communication Strategies • Maintain current channels • Personal channels: social media – food blogs, Facebook, Twitter, website • Penetrate more social media • YouTube

  8. Communication Strategies • More non-personal channels • Sales promotions (Loyalty card) • Kiosks available only during major events (school/university fairs, concerts, etc.)

  9. Communication Strategies • More non-personal channels • Create events • “Tea appreciation” event where customers can learn about the different kinds of tea, tea preparation, health benefits, tea-tasting, etc. • In-store demo could also serve as point-of-purchase communications

  10. Communication Strategies • More non-personal channels • Advertising • About new and current products, promos and events via print and social media (print and online magazines) • Ads in public spaces (movies, gyms, elevators)

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