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Transcript of Marketing 1115
April 08, 2013
Josh Rae Bubbles on Wheels' vision is to become the number one choice supplier for bubble tea in British Columbia by satisfying our consumers with our highest quality products and extraordinary services. We are driven and committed to build a long lasting relationship with all our clients and employees to achieve optimal success STRENGTHS
Convenient, Mobile service
Eco-friendly, disposable cups
Produced/Distributed locally WEAKNESSES
Lack of experience
High advertising costs
Limited technology/space OPPORTUNITIES
Expanding in Greater B.C.
Setting up a restaurant
More healthy products (organic/protein) THREATS
New emerging food truck market
Increased gas prices In a span of one year, the goals Bubbles on Wheels' aims to achieve are :
A successful profit of $90,552
A total of 34,560 products sold
Expand our service with multiple fully operational trucks in different regions in the lower mainland
Effectively establish an online service ( clicks and mortar) STUDENTS
University Generation Y : Spend the most money of all demographic categories. Ethnically diverse and multicultural. Students have limited time during school days and will enjoy the convenience of the service Teens : Strong word of mouth in school will aid advertising efforts. Highly connected to media and internet, where advertising will be focused COMPETITIVE ANALYSIS Bubble tea stores ex. Bubble World located on Fraser and 47th
Ice cream trucks
Hot dog stands PERCEPTUAL MAP CONVENIENT NOT CONVENIENT INEXPENSIVE EXPENSIVE BUBBLES ON WHEELS JAPA DOG BUBBLE WORLD Bio-degradable cups for a sustainable business that will appeal to environmentalists
Pricing at $4.75 for the bubble tea which is slightly under that of bubble tea stores. This is possible due to lower production costs.
Convenience and transportation benefits for the customers.
Physical presence of the truck at events will make Bubbles on Wheels more accessible
Personal connections of staff with schools will lead to personal contact and promotion. - Bubble tea in restaurants such as Bubble World are sold at $5.75, because restaurants have to consider rent, ingredients, and maintenance. Bubbles on Wheels is able to lower bubble tea price to $4.75 due to it's innovative mobile business concept.
- Selling at $4.75 satisfies Bubbles on Wheels' target market, which are students, and makes it practical for students to purchase
- UBC alone has an estimate of 48,444 students,If 50% of the students purchases one bubble tea per day, we would retain a potential profit of $223,975 OBJECTIVE
Build team collaboration: provide communication that helps build the team’s effectiveness
Prepare management and staff: on responsibilities, employee benefits, HR policies, etc.
Enroll staff: Tell them about new information so they feel involved, give them an opportunity to provide feedback, acknowledge their contributions
Facebook, Twitter, Word of mouth COMMUNICATION STRATEGY OPERATE DAILY:
Monday to Friday
Cater to events/gatherings on weekends,
Strategic and specific routes
Expand by having multiple routes and locations
word of mouth, flyers, social media (facebook, twitter, tumblr) PROMOTION STRATEGY PRIMARY MESSAGE:
Low on calories and sugar, providing a way to boost energy without consuming unhealthily.
Convenient, fast-paced, and low-priced.
Small budget because of low profit - Relies on word of mouth in high schools and universities.
To let more customers try our bubble tea, we introduce the "Buy Two, Get One FREE"
Introducing V.I.P. cards which cost $15 each, and having 15% off through coupons sent by email to loyal customers. CONCLUSION Convenient Service
Target: Mainly students
Competitive Advantage: lower production costs than competition
Advertise through: Word of mouth, social media, flyers
Future: we plan to expand throughout Greater B.C and hopefully include you! UNIQUE SELLING PROPOSITION Bubbles without troubles. QUESTIONS? Mr.Penguin's Tea