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Anyone For Bubble Tea?

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Nhi Mai

on 22 October 2014

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Transcript of Anyone For Bubble Tea?

Anyone For Bubble Tea?
Anyone For Bubble Tea?
Chatime is a fresh tea specialist franchise focusing on
modernised Taiwanese tea culture. Nothing beats freshly
brewed tea for flavour and fragrance.

What are the
Consumer Behaviour?
What is Consumer Behaviour?
It is the what, why, how, when and where of consumers' behaviours
Chapter 4: Consumer Behaviour
product attributes will appeal to customers

much value a product has for it's customers

much they will be willing to pay for it

the consumer is likely to want to purchase the offering

the consumer evaluates the purchase

expectations do the cusumer's have with dealing with the organisation
The Tea Experts

Founded in Taiwan in 2003, Chatime is an international franchise with over 1000 stores worldwide serving more than 400,000 customers every day. The company launched in Australia in 2009 and has quickly grown to over 60 outlets across Australia.
Chatime has a strong cultural sensitivity and has adapted it's products mainly to the Asian Market. It is well known for it's innovativeness, large variety and promotion of "freshness".
There are currently
limitations and challenges
typical of any business that has expanded to the practical limits of it's 'natural' niche market.
Size and Geograhic concentration of
the Chinese-Australian population
At current, Chatime's current customer base is targeted at Chinese-Australians and Asian-Australians thus all his franchises have been concentrated in areas with high Asian population.
In order to expand, Chatime must capture and appeal to viable share of the 'mainstream' (Anglo-European) Australian Market.
But even if Chatime was able to capture and invite more people to their market. How long would that take? And how much would that cost?
"First, he needs to ensure Chatime's products fits the local, mainstream market. Then he needs to focus on an educative marketing campaign that changes consumer's perceptions about the brand. Finally, he needs to persuade franchises to open outlets outside the Asian-heavy suburbs."
We have all seen local products adapting to local tastes. Just as how in McDonalds we've seen the Aussie Burger. Chatime has already started to introduce soy and skim milk options and even the option of sugar adjustment. How much of it's menu can it change, before it becomes too much?
Time to re-decorate?
Zhao has overhauled the look of Chatime. Originally, a bright cartoonish purple was the launch of color however he has now said that "Purple doesn't give people any feeling of fresh" The stores interiors are now decorated with pale green and bamboo details - emphasizing the "natural" side of the brand.
"We really want to focus on people who are well educated, who know the benefits of drinking tea"

"Yes, we are the tea experts, trust us, drink our tea, you'll get healthy"
Discussion Questions:
How many of you have known, heard of or bought from
Boost Juice
Chatime's marketing strategies impact better performance for their brand and there is no doubt in Chatime's successful franchising model as they are one of the fastest growing franchise businesses in Australia, with now over 60 stores already open across the country.
How many of you have known, heard of or bought from
Within only three years of business in Australia, Chatime outpaced growth for the rest of the franchising sector, and throughout 2011-2012, Chatime recorded revenue of $8.5 million during the financial year.

As to maximise Chatime’s appeal, they must acknowledge the importance of product positioning, market segmentation, understanding the consumers perceptions, and to adapt all of these attributes into Chatime’s promotion.
Chatime draws from traditional Taiwanese tea concepts to create a delicious fusion of flavours. The tea is brewed fresh in store and each cup contains the highest quality of natural ingredients. It also continuously develops new drinks to keep the menu fresh and dynamic.

Offering a variety of refreshing and nutritional hot and iced teas, which are tailored to individual tastes, so there is a tea for everyone.
It is also against regulation to use any pre-made tea.
Chatime receives freshly delivered
milk by Australian farmers.
This can be incorporated into
Chatime’s approach as each product
contains healthy ingredients which is
beneficial for the consumers.
Given that products of Chatime are
fresh and healthy
, it is recommended that this element is demonstrated within the market segmentation.
With Chatime being able to provide consumers with the benefits of the products attributes, thus should
incorporate all of it’s benefits and attributes
into the promotions to
maximise its appeal
. Chatime should develop a marketing strategy which requires fundamental assessment of both the firm and the market.
The chosen strategy should be the one which is best at providing the firm’s assets for a target market.
In addition, with all the positive attributes and benefits of the products, a beneficial image can boost an organisation’s sales through increased customer satisfaction.

Nelson Ha’s (43661564) References

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Naomi Bui’s (43687687) References

Gardner, J. (2012). “A Taste For Rapid Growth”, BRW, vol. 34(36), pp. 46-47.

Gardner, J. (2012). “Franchise System Defy The Gloom”, BRW, vol. 34(36), p. 8.

Ghosh, A. & Craig, S. (1983). “Formulating Retail Location Strategy in a Changing Environment”, Journal of Marketing, vol. 47(3), p. 56.

Hawkins, D. & Mothersbaugh, D. (2010). Consumer Behaviour: Building Marketing Strategy, New York: McGraw-Hill Irwin.

Varadarajan, R. (2010). “Strategic Marketing and Marketing Strategy”, Journal of the Academy of Marketing Science, vol. 28(2), pp. 119-140.

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Nhi Mai’s (43652603) References

Elliott, G., Rundle-Thiele, S. and Waller, D. (2014).Marketing. New York, NY: Wiley.

McEachern, M. and Warnaby, G. (2008). Exploring the relationship between consumer knowledge and purchase behaviour of value-based labels.International Journal of Consumer Studies, 32(5), pp.414-426.

Nicholson, M. and Hong Xiao, S. (2011). Consumer behaviour analysis and social marketing practice. The Service Industries Journal, 31(15), pp.2529–2542.

Tong, D., Tong, X. and Yin, E. (2012). Young consumers' views of infused soft drinks innovation. Young Consumers: Insight and Ideas for Responsible Marketers, 13(4), pp.392--406.

Globally, there are over 1000 retail locations including Taiwan, China, Hong Kong, Vietnam, Indonesia, Malaysia, Singapore, Philippines, India, Korea, Canada, UAE, UK, and USA, experiencing a growth rate of more than 80% over the past two years.
Louise McCarron’s (43272134) References

Amit Bhattacharjee, Jonah Berger & Geeta Menon, 2014, When Identity Marketing Backfires: Consumer Agency in Identity Expression, Journal Of Consumer Research, Vol 41.
Irvine Clarke III and Ryan Mannion, 2006, Marketing Sport to Asian-American Consumers, Sport Marketing Quarterly, Volme 15, Number 1, 20 - 28.
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By operating with modern technology, including electronic tea brewing machines, fructose flow machines as well as tea and coffee espresso machines, Chatime franchises save time and space while maximising drink quality, helping small retailers provide their customers with a great product every time, resulting in repeat business and great margins.
presented by:
Louise Mccarron, Nhi Mai
Naomi Bui and Nelson Ha
Chatime always has premium locations selected and prepared for the right partner with the right attributes to become part of the Chatime franchise group as they continue to grow and work with entrepreneurs locally and around the globe.
Beyond their current penetration in Australia with a target towards the Asian population, where might you expect to find additional outlets?
How to become a franchise owner?
In return for investment in a Chatime franchise,
the following set up and support will be provided:

Fully fitted out and equipped Chatime store
Full training in every aspect of running a Chatime retail business
Assistance with staffing - Chatime will help in selecting and training
The new business will be set up with Chatime business operating systems
Licensed to use the Chatime name and trademark
Quality control monitoring
Supply of Chatime original materials
Regular and ongoing support in launching new products and services
Discussion question:
Do you believe Chatime should target non-Asian in this stage of its development or should it stick to its existing location strategy?
Chatime's current development has been successful with its focus towards the Asian populated areas and with change comes risk, if non-Asian customers are not familiar with the bubble tea concept, they could be unsatisfied and spread negative reviews which would jeopardise the franchise.
"The problem is that Zhao has taken a particular route to market and while there's no doubting his drive, tenacity and desire to make it work, he may have placed his business into an Asian pigeonhole from which it will be hard to emerge"
A better marketing drive is always undergoing within Chatime franchise businesses to attract a more diverse audience in hopes to become as popular as Boost Juice or the next "tea-Starbucks"...

However, these methods are yet to completely catch the devotion of non-Asian customers to the tea brand
that doesn't stop Chatime from trying to appeal to a wider demographic as they continue to grow around the globe.
presented by: louise, naomi, nhi and nelson
Full transcript