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Transcript of marketing-gongcha
Not as popular as before
The Strategic challenge we face...
Product life cycle: between maturity and decline
People desire high class products
What should we do to increase our sales??
Chan Hin Fung 3035106346
Chiu Hoi Wai 3035104611
Cheng Pak Ki 3035106061
Lam Tsz Him 3035092600
Leung Tung On 3035108241
Ma Ka Ying Allison 3035103980
Segmentation, targeting and positioning
(Quantitative method: Questionnaire)
Divide consumer market into different age groups
According to their drinking habit
Re-establish brand loyalty
Taste something new, desire instant enjoyment
Attracted by trendy drinks, without brand loyalty
Value regular customers
Lack of promotion
Lack of customer
Huge target group
Every purchase enjoy
Gong Cha Tumbler
Total Rev Growth:
Rev Growth without marketing effort:
Incremental Marketing Cost
2. Environmental awareness
1. Portable+Convenient drinks
Try to create your own tumbler!
Market offering (Products+Service)
Easy to trace the cost
Locations follow customers
Provide multichannel design
In-store sales: Any purchase + $50
Online sales: $60 (including delivery)
Discount on drinks
Cost that attract loyal customers
Cost that establish brand name
OUR MISSION STATEMENT
TEA FIT FOR ROYALTY
Promote tea value
Enjoy the best tea
How can we reach our objectives?
In-store promotion (poster/ banner)
Cost leadership strategy
Focus on young adults
Social Media (Facebook)