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Vv SOUTH EAST-ASIA INSTITUTE OF TRADE AND TECHNOLOGY Blk-9 Lot-1 Tidy Tips corner Rose of Heaven, Talon Villages, Las Piñas City
I. Executive Summary ExciTea milk tea offers a varied menu of affordable sacks and beverages that go with our authentic-Korean-flavoured milk tea. Since, the company is located in a area where there is cluster of colleges and universities, our target market is mostly composed of university students. The company is aim to provide customer quality milk tea and comfort food that would exceed their expectations making them one of the top milk tea stores in the country. The company has several challenges; the company doesn’t have a varied and wide market. Subsequently, the marketer felt need to make a marketing plan formulated to identify which strategy the company should pursue in order for the to improve their generation of incomes and sustain their existence in the long term without compromising the quality of its services. As the marketer determine how best to enlarge the company’s operations, they will consider expanding the business as defined in our strategy.
II. Introduction The ExciTea is a full service restaurant/cafe located at Good Shepherd St. Emilio Aguinaldo Highway across of Cavite State University – Imus Campus. The Excitea milk tea features simple menu with a friendly prices. They serve delicious food and milk tea influence by a Filipino taste. Excitea is a strong milk tea shop which aims to provide customers with quality products at reasonable and friendly prices for our target market. The company target customers are the students, young professionals, especially the students of Cavite State University – Imus Campus. As a newcomer in the milk tea market, Exci-Tea seeks to come up with products that will be distinct from other competitors, a product that will provide satisfaction, quality taste, and new variety of milk tea. The company presents their milk tea with different add-ons (ex. Pearls and Nata) that you can add on your drink to taste beyond the milk tea that is craze among the younger generation. 2.1 Vision To provide our customers with the best quality, all made natural, and made from organic teas for their everyday lives. 2.2 Mission To give our customers a best quality milk tea experiences and comfort food. Excitea wants to continue the trend of providing a healthy
beverage options, we want them to feel the excitement to taste our milk tea. 2.3 Goal The company’s goal is to bring milk tea experiences closer to homes and be the towns choice for the satisfaction of milk tea cravings. III. Target Market The company aims to target itself onto the low and middle income segments by offering affordable products that are relatively cheaper compared to other businesses whose core products are milk tea. The company aims to penetrate the lifestyle of the two segments by pricing our products at a relatively low price to continues patronage of the business would not hurt our income. In regards to the age segment, adolescents, and young adults will be targeted. Since, among students and young adults milk tea has been a trend that has lasted for a couple of years and isn’t something new. In fact, the product has been a staple drink among their age group. The marketers will be marketing the specific age group by presenting to them a place where they can catch up with their friends amidst the hustle of school or work. Furthermore, playing trendy music, and a flexible environment that can cater to studying customers and relaxing customers.
tea establishments are within the same area where ExciTea is located and it adds more pressure to the company in terms of competition. Café Avenue is one competitor that stands out and is the number one competitor of the company. The competitor is an already established milk tea shop that sells a variety of comfort food and milk tea and has a good ambiance. But ExciTea strategic location gives them an edge over their competitor which is being situated right across the Cavite State University. Market Demographics The profile for ExciTea Milk Tea customers consists the following geographic, demographics and behaviour factors: GEOGRAPHICS
6 .1 Positioning Strategy The company positions itself as a place where our customers can wind down from a long day of school work, catch up with friends, or get some work done. Simply, our company that cares for its customers. The company plans to position the business as such that when “milk tea” is said ExciTea will be immediately thought of as the number one place to go for its target markets. Through this positioning, customers will approach the business first before others. The phenomenon can be achieved through consistently offering a wide variety of foods that customers can easily choose from at a cheaper price compared to its competitors. In order for the company to sustain its competitive advantage, it should be present in the minds of the customers as a food that can be eaten for lunch, snacks, or dinner. As to lunch and dinner, the company offers silog meals that can be eaten together with the milk tea. As to snacks, the company offers egg rolls and ramen. The company aims to brand itself as a business that is easily accessible and affordable given its near distance from schools and its student-friendly priced products.
**The Marketing Mix
Direct from the store Online Orders VII. References https://www.philatlas.com/luzon/r04a/cavite.html https://en.m.wikipedia.org/wiki/Imus https://yourbusiness.azcentral.com/add-recommendation-companys-marketing-plan- 29218.html https://www.google.com/amp/s/paulwriter.com/what-is-positioning-strategy/amp/ Suppliers ExciTea Milk Tea GrabFood Customers Customers
VIII. Appendix Product Offering Milk Tea Egg Rolls Pancit Canton Silog meals
