MARKETING PLAN

Executive Summary:

Milk tea aims to provide customers with quality at reasonable and just price. Our marketing
plan focuses on customer satisfaction and increasing brand awareness.

Company Overview:

Milk tea is an average shop that allows customers to order various flavors of Milk tea. It is locally
owned Milk tea shop located in Poblacion Samboan Highway. Our mission is to provide a
welcoming space and a good ambiance where customers can enjoy and feel free to explore.

Market Analysis:

The market has witnessed diversification in product offerings, with variations in flavors, toppings
and tea bases to cater to diverse taste.

SWOT Analysis:

• Strengths: Affordable, unique Milk tea, has a prime location

• Weaknesses: Lack of supply, limited marketing budget, competition

• Opportunities: Growing demand for various flavors of Milk tea, a chance to establish a strong
local brand.

• Threats: Changing customer preferences

Marketing Objectives:

1. Strong customer awareness within the local community by 30% within the next 3
months
2. Increase customer loyalty by launching a loyalty program.

Target Audience:

Young professionals and students (age 10 and above) looking for a cozy place to study or work,
as well as bonding with friends and families seeking friendly and relaxed environment.

Positioning and Differentiation:

Milk tea highlighting its unique flavors, it becomes easier to differentiate it from competitors
and attract a loyal customer base.

Marketing Strategies:

• Content Marketing: Create a Milk tea shop Facebook page and social media content
promoting the various flavors of Milk tea to customers.

• Community Engagement: Sponsor community gatherings

• Loyalty Program: Give discount to customers

Marketing Tactics:

• Blog: Publish one blog every week.

• Social Media: Post daily on Facebook, Instagram and Twitter to engage with the community
and share promotions.

• In- Store Events: Celebration birthdays and other special days.

• Loyalty Program: Giving discount to all customer.

Budget Allocation:

• Content Creation: 30%

• Social Media Advertising: 10%

• Local Events and Sponsorship: 25%

• Loyalty Program Implementation: 15%

• Miscellaneous (contingency): 20%

Implementation Schedule:

• Blog and Social Media: Ongoing

• In- Store Events: Every 2 weeks

• Loyalty Program Launch: Every Month

KPIs and Measurements:

• Website Traffic

• Social Media Engagement (like, share, comments)

• Loyalty Program Enrollment and Redemption Rates

Monitoring and Analysis:

• Regularly review website and social media analytics to assess the performance of content and
engagement levels.

• Monitoring the production process to ensure cleanliness, proper handling of ingredients, and
adherence to safety regulations.

• Monitor the effectiveness of the loyalty program in increasing repeat business.

Review and Adjustment:

• Review feedback and comments from customers to understand their preferences, complaints,
and suggestions regarding taste, consistency, presentation, and overall experience.

• Adjust the milk tea recipe based on feedback and taste tests to enhance flavor, texture,
sweetness level, or overall balance.

Prepared by:

Jeralyn Dinglasa

Melany Tano

Reyna Jane Españo

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