READY-TO-DRINK BUBBLE TEA

By- Vivek Aggarwal MBA-E

Marketing Mix
Product

Price
Place Promotion

Product
Bubble Buzz will be a bottled beverage and will be positioned as the only ready-to-drink Bubble Tea product available on the market. The beverage will have a green tea base with enhanced fruit flavors (passion fruit, strawberry and lime) as well as tapioca pearls. It will bring an entirely unique drinking experience to its consumers. It will present itself as a funky and unusual alternative to traditional tea while providing the great taste of authentic fruit juice in an attractive and convenient packaging.

Price
Customer demand is a crucial factor

which is driven by tastes, income and availability of others similar products at a different price. For a lot of consumers, value and price are highly related, the higher the price, the higher the value. To position Bubble Buzz as a unique, innovative and attractive product gives it a certain control over Bubble Buzz price. To be able to implement higher pricing though, the minimization of the non-monetary costs to customers should also be include along with awareness of

Place
In Malls

Only in Metropolitan

cities like Delhi/NCR initially. In restaurants

Promotion
Poster Ads near

school and colleges TV advertisement/Other Visual Aids(Like youtube) Social Media Print media(Magazines) Word of mouth Canopies

STP Analysis

Segmentation Targeting Positioning

Segmentation
Geographic- All regions of

Delhi/Ncr Demographic- Age 10-30 years old (teenagers, studying age and young adults)

Targeting
Segment identification:

RTD (Ready-to-drink) bottled Bubble Tea, to be established within the Functional Drinks sector . Consumer base living in Metropolitan Areas only. Segment needs: The product will cater to both physiological needs (hydrating and nutritional value) and Social needs (perception of a social, fun drink with a sense of belonging within peer consumer groups) Segment trends: The current trends include a shift away from junk foods and carbonated drinks , a growing interest for healthier / beneficial products for the mind and body, the trend towards the availability of on-the-go products for those with an active lifestyle, as well as the trend for personalization through customization (or for beverages, through variety-seeking in a wide introduction of flavours.

Positioning
Bubble Buzz will be a bottled beverage and will be positioned as the only Ready-to-drink Bubble Tea product available on the market. The beverage will have a green tea base with enhanced fruit flavors (passion fruit, strawberry and lime) as well as tapioca pearls. It will bring an entirely unique drinking experience to its consumers. It will present itself as a funky and unusual alternative to traditional tea while providing the great taste of authentic fruit juice in an attractive and convenient packaging.

Unique Selling Proposition (USP)

The only ready-to-drink Bubble Tea with enhanced

fruit flavors (passion fruit, strawberry and lime) as well as tapioca pearls.

Media Channels
Print (pamphlets, newspapers, magazines)

Radio
Television (Commercials) Internet (Social Media) Mobile phones (Ads)

Media Scheduling
Radio On afternoon and evening time.

TV Ads In afternoon around 1:30 pm and after 5`o

clk (News Channels, Leading entertainment channels) Frequency of advertisements to be less in winter season.

Thank You