Discuss About The E-Word Of Mouth Across Digital Marketing

Overview of the Organization

This marketing plan report has depicted the strategy that should be implemented by the Bubble Tea Shop to compete with other companies in the region and create a brand that will increase their brand awareness among the consumers.  Bubble tea market is one of the fast growing industry and it has been expected to grow even further in the upcoming years. This report will develop a marketing strategy and plan to capture share of the market in the Griffith University campus. The market plan will only focus on the target audience and competition within the campus.

“Bubble Bea” tea shop aims to bring the essence of authentic bubble tea into the Griffith University Campus. Bubble tea was invented in Taiwan and to be specific in Taichung and Tainan. In Griffith University, majority of the enrolments take place in Nathan and Gold Coast so two shops have been opened, one in Nathan and other in Gold Coast.  We focus on introducing our consumers to the true tradition of the Taiwanese culture by providing them with a variety of bubble tea products which consists of products such as fruit jelly, milk, fruits and others (Allied Market Research 2018).

The mission of the company is to become the leading tea shop with the campus of Griffith University in the upcoming 2 years (). The organization also aims to create a different milk tea experience for the students and professors working in the university.

The vision of the firm is to provide the consumers with best quality bubble tea with variety of enriched flavors.

The essence of the brand is captured and depicted by the visual identity of a brand. The logo color, photography, typography, icon, pattern and textures makes the brand appealing to the consumers (Wheeler 2017).

Logo

The organization has developed a logo that is unique and appealing to the consumers and it depicts the story.

Color

The organization has been using vibrant colors to be appealing to the consumers but the logo has been given classic colors.

Photography

Bubble Bea has used colors that will bring out the essence of the brand and the consumers will be able to relate to the story, the coffee shop is trying to portray.

Typography

Bold fonts have been used so that it increases the memorability of the brand in the minds of the consumers.

Brand icon

Social media icons has been as the brand icon which gives an extra touch point of communication to the consumers.

Mission

Pattern and textures

Patterns and textures have been used to provide a unique style to the coffee shop and makes the products more appealing.

Table 1: Pestle Analysis

Source: (Lee, Vega and Sardena 2014)

The current trend in the market shows that the global market for bubble tea is expected to grow and reach $3,214 million by the end of the fiscal year of 2023 (Allied Market Research 2018.). The expected CAGR from 2017 to 2023 is to be around 7.40% where the black bubble tea segment has almost 42% of the market share (Allied Market Research 2018). The main factors driving the industry are its cost effectiveness and the health benefits associated with the sold products.  On the contrary, the addition of artificial colours and preservatives and excess sugar may restrain the growth in the market.  The global bubble tea market can be divided into oolong tea, white tea, green tea and black tea based on the ingredients. The green bubble tea segment has a high demand and it is expected to grow even further (Costello 2018).

Café Enternet, Café Rossa and The Pantry are the three main coffee shops and competitors in the campus for the organization. Globalization has changed the lifestyle and dietary patterns of human being and bubble tea are being taken as a more suitable option when compared to coffee. However, these three coffee shops have established their market in the campus with their warm service and a relaxing environment for the teachers and students. These coffee shops have already built a considerable amount of market due to their superior service quality and variety of products they offer to the consumers (Yu and Hu 2015). Therefore, the organization will have to take a different approach to make their products appealing to the consumers in the market.

Table 2: Swot Analysis

Source: (Homburg, Jozi? and Kuehnl 2017)

According to the demand of Bubble tea are highly in the market and due to the store location and low-cost prices, Bubble Bea can offer the products to the consumers at lesser prices than their competitors. Moreover, as majority of the target market are students cost leadership is the best strategy that the organization can use to develop considerable share in the market. They can use their digital marketing and technology to effective develop healthier products and cater to the consumers at lowest price possible. The product offerings of Bubble tea are unique due to the reason that Taiwanese recipes are scare in the beverage segment. There are number of tea brands available in the market, which are providing conventional tea recipes but bubble tea recipes will have authentic taste of Taiwan and thus it will be unique over their competitors. 

Vision

The target marketing for the organization are the students, teachers and other employees that are health conscious. Moreover, the organization will also target the consumer segment having low disposable income mainly the students by offering products at lower prices than the competition (Chen et al. 2015). The consumers are segmented based on their behaviour, demographics,andpsychograph which shows the mindset of the consumers, their occupation, disposable income andbehavioural patterns have been taken into account while developing the target market. The target age group are the consumers below the age group of 30 and in terms of behavioural segmentation, the health-conscious consumers have also been considered.

The organization will position the product as healthy organic products with no chances of health issues. The major disadvantages of Bubble tea products are the fact that the majority of the shops add artificial flavours and sugar which hampers the health of the consumers. However, the Bubble tea provided by Bubble Bea will be fully organic made traditionally with a modern touch to it.

The networking objectives of the organizations are developing a healthy relationship with the suppliers for gaining raw materials at cheaper prices, developing a healthy relationship with the store owner to reach an optimum rent and establishing a good rapport with the university is essential for creating a suitable network (Kumar 2015).

In order to achieve this, the organization will have to initially identify the potential suppliers having similar values to that of the organization. Negotiation plays an important role while the organization will have to effectively negotiate with the suppliers to gain their cost leadership. Similarly, in order to get the most suitable spot with the campus, the stakeholders will have to form a relationship with the boards of the University and convince them that the products will have a good impact on the students and the teachers.

Brand touch points area key factor for the consumers to be connected with the products as per their convenience.  The major touch points for Bubble Bea are the social media websites, posters and flyers, organizational websites, mobile applications,and personal branding. However, visual branding is a key component in all these touch points and Bubble Bea has used vibrant colours to give a modernized look to the store but has aimed to keep the traditional aspect of Bubble tea intact (Wei, Samiee and Lee 2014).  The social media website and the mobile application have used vibrant colours which will look appealing to the consumers and at the same time will portray the traditional aspect of organic Bubble tea. The applications will be available before the launch day of the Tea shop and first 100 consumers to register on the website and the application will be given vouchers and discounts.The flyers and posters will also use the same colours with bold typography with the traditional touch to it.  Bubble Bea will also provide free merchandise by organization road shows to interact with the students and teachers and spread information.

• To create the favourable business environment for staring new business. Promotion will help to enhance the brand recall value among the customers.
• To determine the customer acceptance and attitude from the promotion and will help in further designing the business strategy.
• To reach a market share of 15% in the ready to drink beverage market of Australia within next two years

Visual identity

The creative strategy will aim to communicate the story, the organization is trying to portray. The message that Bubble Bea is trying to portray is that they want to contribute to the life of the consumers by providing them with healthy options of a beverage having a refreshing taste (Tiago and Veríssimo 2014). This products will not have adverse effects on the physical health of the consumers like other beverages and will help them lead a healthy life.

The message will be appealing to the consumers as the products will be available in vibrant coloursand packaging along with the refreshing taste. The product will be appealing as a healthy contribution to the lives of the target market and the consumers will have an opportunity of experiencing a new variety and tradition.

Bubble Bea is more than a tea shop and it is a way to be accustomed and part of a different culture. The vibrant colours represent the variety of the products and joy the organization wants to bring into the life of the consumers by providing healthy options for beverages and be connected to a diverse community of healthy people.

Social media marketing will be extensively used in order to determine the feedback and views of the consumers regarding the products. This will further help in designing the product strategy in future (Kannan 2017). Social media platforms will be chosen based on their popularity among the target market in Australia. Search engine optimization will be used in order to enhance the visibility of the brand in the market. The more effective will be the search engine optimization, the more will be the market visibility for Bubble tea and more will be the probability of business growth. Traditional modes of marketing will also be used in order to tap the customers beyond the reach of online media. Thus, initiation of Omni channel promotional strategy will help in targeting customers both from online and offline sectors. 

The objectives of the sales promotion activities are to increase the awareness of the brand in the minds of the consumers.

Table 3: Sale promotion

Source: ( As created by author)

Direct marketing of the organization will consist of direct mail and direct interaction with the consumers by using test marketing (Levy and Gvili 2015). The consumers will be offered tasting of different flavours based on their choices and recommendations will be taken regarding the desired taste of the target market.

Brief overview of the industry and Macro environment

The use of search engine optimization and search engine marketing is crucial for increasing the traffic on the official Bubble Bea website. Social media updates have to be interactive where customer engagement is essential (Taiminen and Karjaluoto 2015).  Proper promotional updates have to be provided on all the social media websites such as Facebook, Instagram, Twitter andYouTube.  Direct mails will have to send to the subscribers and followers so that they get daily updates on the products and offers.

The public relation recommendation will consist of executing the health positioning as a factor to actively engage with the consumers.

In order to develop a loyal consumer base, Bubble Bea will have to develop extensive reward and loyalty programs (Bowen and Chen McCain 2015). The consumers will be given discounts on a purchase of $20 and will be given a free drink if they make a purchase of more than 40$.  The consumers can purchase a loyalty card where they can collect points and they can redeem their points to get shopping and other vouchers for online shopping in Amazon. This program is expected to draw a large number of crowd and consumers and increase the sales volumes of Bubble Bea. It is also recommended that Bubble tea will tie up with different discount coupon brands that will further help in enhancing the level of loyalty among the customers as well as enhancing the market exposure by means of co-branding.

Measurement and evaluation is a continuous process which will measure the effectiveness of the strategies implemented by the organization on a weekly basis. This will enable to identify the effectiveness of the strategies and makes changes to the strategies if they are not effective. An overall evaluation of the overall campaign will be conducted to check the success of the project and areas of improvement for future campaigns. The major objective of measurement and evaluation is to identify the potential shortcomings in the promotional plan and evaluate its impacts. Thus, the more effective will be this process, the more effective will be the process of overcoming the shortcomings. It will ensure that the promotional plan is full proof. 

Conclusion

This report has provided a detailed analysis of setting up a new Bubble tea shop in the campus of Griffith University. The report has discussed the vision, mission,and organizational objectives. The promotion and marketing strategy has also been developed based on the goals of the organization and market analysis. Bubble Bea, the bubble tea shop has the capability of developing a strong consumer if the given strategies are followed.

References

Allied Market Research 2018. Bubble Tea Market Expected to Reach $3,214 Million by 2023. [online] Allied Market Research. Available at: https://www.alliedmarketresearch.com/press-release/bubble-tea-market.html [Accessed 14 Sep. 2018].

Bowen, J.T. and Chen McCain, S.L., 2015. Transitioning loyalty programs: a commentary on “the relationship between customer loyalty and customer satisfaction”. International Journal of Contemporary Hospitality Management, 27(3), pp.415-430.

Chen, Y., Tang, G., Jin, J., Li, J. andPaillé, P., 2015. Linking market orientation and environmental performance: The influence of environmental strategy, employee’s environmental involvement, and environmental product quality. Journal of Business Ethics, 127(2), pp.479-500.

Costello, H. 2018. Global Bubble Tea Market 2018 Report On Competitive Landscape, Key Manufacturers, Production, End User, Demand, Growth – Reuters. [online] Reuters.com. Available at: https://www.reuters.com/brandfeatures/venture-capital/article?id=36215 [Accessed 14 Sep. 2018].

Homburg, C., Jozi?, D. and Kuehnl, C., 2017. Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), pp.377-401.

Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), pp.22-45.

Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look out for. Journal of Marketing, 79(1), pp.1-9.

Lee, N.N., Vega, A.T. and Sardena, J., 2014. Factors Affecting Consumers’ Buying Behavior on Selected Milk Tea Stores Towards Obtaining Sustainability. Cognoscere: SPUQC Student Research Journal, 9(2), pp.1-1.

Levy, S. and Gvili, Y., 2015. How Credible is E-Word of Mouth Across Digital-Marketing Channels?: The Roles of Social Capital, Information Richness, and Interactivity. Journal of Advertising Research, 55(1), pp.95-109.

Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: Fixing large undefined problems in digital marketing. Journal of Digital & Social Media Marketing, 3(4), pp.294-303.

Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), pp.633-651.

Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother?. Business Horizons, 57(6), pp.703-708.

Wei, Y.S., Samiee, S. and Lee, R.P., 2014. The influence of organic organizational cultures, market responsiveness, and product strategy on firm performance in an emerging market. Journal of the Academy of Marketing Science, 42(1), pp.49-70.

Yu, F.L.T. and Hu, M.W., 2015. Strategic Entrepreneurship in Taiwan’s Food and Catering Industries: The Case of 85° C Café Shop. Global Business Review, 16(5), pp.891-902.

Wheeler, A., 2017. Designing brand identity: an essential guide for the whole branding team. John Wiley & Sons.

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