tealive

Chicken Katsu Toastie

MEMBERS NAME:
1. NUR AINA AQILAH BINTI ZAINUL ASRI
2. SHARIFAH NUR AINA SAFIAH BINTI SYED
MOHAMED ZAKI
3. NURUL SYAZWANI BINTI JAMAL NASIR
4. NURSHAHIRA BINTI MOHD NOOR
5. MUHAMMAD HASIF FADHLI BIN ANUAR
 Executive Summery
Tealive, a Malaysian origin brand, has become a dominant player in
the Southeast Asian tea market with over 900 outlets globally.
Known for its commitment to innovation and sustainability, Tealive
offers diverse options like DIY bubble tea kits and the eco-friendly
Eco Strawless Cup. The brand's culinary expertise is showcased in
the Chicken Katsu Toastie, a fusion of Japanese and Western
flavors, enriching its extensive beverage selection. Under Bryan
Loo's visionary leadership, Tealive stands as a global influencer,
seamlessly blending culinary excellence, innovation, and
sustainability for an environmentally conscious tea-drinking
experience worldwide.
SITUATIONAL
ANALYSIS
 GEOGRAPHIC
Tealive strategically expands its presence, focusing on
metropolitan and semi-urban areas, strategically placing

Market
outlets in high-traffic locations like retail malls,
commercial hubs, and residential neighborhoods.

Demographic
DEMOGRAPHIC
Tealive's client primarily falls within the age of 18 to 40
coming from various economic levels and professional
occupations.

BEHAVIORAL
Tealive's customers prioritize convenience and social
interactions, favoring quick and customizable beverage
options. The brand suitable to a regular consumer base
that seeking trendy, visually appealing products often
shared on platforms like Instagram.
Market Trends
Tealive, a popular Malaysian brand, is known for its visually
appealing cafés, particularly among the younger generation.
Known for Boba tea, the brand embraces modern
convenience with delivery services through GrabFood and
FoodPanda. With a focus on exceptional customer service,
Tealive growth through influencer collaborations, social
events, and potential European expansion. The innovative
Chicken Katsu Toastie showcases the brand's uniqueness,
positioning Tealive as one of the well known cafe in Malaysia.
 SWOT
Analysis
Competitors
Key Issue Faced by
Company
Tealive confronts challenges that may affect its market position,
including a lack of healthy drink options potentially reducing the
customer base. Limited customization may make the brand less
appealing to those with specific dietary needs. Infrequent menu
changes could lead to decreased customer engagement.
Enhancing ingredient transparency is vital for building customer
trust in line with modern preferences. Addressing these concerns
is crucial for Tealive's to sustained success and maintain their
customer loyalty.
 Tealive's mission is to create enjoyment through their
MARKETING wide variety of tea and beverages, putting the tea
STRATEGY MISSION together. Grow and expand the brand within Malaysia
across five countries.
Marketing strategy is to
clearly communicate
the product due to lack
of information about the
food that Tealive
product which is Cheezy
Chicken Katsu Toastie.
Hence, it is important to Increase Brand Awareness - Increase brand awareness so that
clearly communicate
the product in people know the existence of products. This can be done Marketing
marketing materials through advertising and public relations. Objectives
which is explaining
about what it is, and
why it is good choice for Customer Feedback - Actively gather customer feedback
customers.
through social media so that tealive could make some
improvements about the products.
TARGET MARKET POSITIONING FINANCIAL OBJECTIVES

Young adults

Tealive's Chicken Katsu Toastie To increase our annual earnings

Young adults like to try something that has
flavor as it uses the familiar "toastie" offers a unique and interesting by at least 60% over the
concept and cheesy appeal to children, position, combining various following three years
making it a potential option for family elements to create its own appeal
outings or quick bites.
among their offerings. Attain a 15% market share for
It appeals to Tealive's existing the following three years. It is
Busy Professional workers
audience while also attracting new crucial for Tealive to generate
Busy professionals who might not have target audiences with its distinct profit to support marketing
much time for a sit-down lunch might find
appeal and practical approach effort and product
a quick and satisfying meal choice. It's the
development.
perfect snack because it's simple to eat.

Middle income Enhance brand recognition for

20% over the next year.
Tealive offers a variety of products with
reasonable prices. As an example, it releases
different sweetness beverages for younger
and older people.
 MARKETING TACTICS
01 PRODUCT
Tealive Chicken Katsu Toastea is a popular savory snack
that combines crispy chicken katsu with fluffy, 2 pieces
of golden-brown toast, salad, and sauces.
The combination of toast and crispy chicken causes
Chicken Katsu Toastea to be tastier and fresher when
eaten
02 PRICE
Chicken Katsu Toastea was sold for RM16 per piece
(affordable & reasonable)
Tealive likely avoids premium or niche ingredients to
keep costs down
Don't overload the toastea with excessive fillings or
sauces and can maintain a cost-effective balance
03 PLACE/DISTRIBUTION
Tealive currently has more than 828 outlets across
Malaysia. Most Tealive outlets are in residential areas,
commercial areas, and shopping malls
Uses online channels to distribute their products which
are GrabFood and FoodPanda
Target market works or lives near the outlet (strategic
place)
 MARKETING TACTICS

04 PROMOTION
Tealive introduced a mobile application for customers to
place orders for takeaway or delivery services
Can redeem promotions or discounts and also collect
points
Uses social media platforms to give information about
the promotion to the customers and can build a
connection with their target market

05 MARKETING RESEARCH
Understand consumer preferences, market trends, and
competitor activities
The research was probably to determine the savory
flavor preferences, willingness to try new combinations,
and probable purchasing intentions
 FINANCIAL
SALES
2022 2023 2024
FIXED COST RM 10 000 FORECAST

WALK IN RM 3 110 400 RM4 838 400 RM6 566 400

VARIABLE
COST (PER RM 5
ONLINE RM 54000 RM216000 RM324000
UNIT)

SALES PRICE
RM 16 A
(PER UNIT) EXPENSES FORECAST

1. Marketing Activities
= RM38400
Target market Total number 2. Miscellaneous Cost
are 10% from of target = RM6000
the total market 20 %
population each year
 ACTION PROGRAM

FIRST YEAR : THIRD YEAR:

SECOND YEAR:
2022 2024
2023

January - April
January - January -
May - August December December
september - December
 CONTROL

Program 2022 2023 2024 Person in Charge Department

Social Media RM15000 RM16000 RM18000 Marketing Staff Marketing

Advertisement RM30000 RM38000 RM40000 Promotion Staff Marketing

Influencer RM10000 RM15000 tealive

RM18000 Promotion Staff Marketing

Total RM55000 RM69000 RM76000

 CONTINGENCY PLAN

MACHINE EQUIPMENT SHORTAGE OF RAW

01. FAILURE
02. MATERIALS

STAFF INJURIES DEFECT/ DAMAGES of

03. 04. STOCK/ RAW MAETREIALS

05. ATTITUDE of STAFF

CHICKEN KATSU TOASTIE TEALI VE

Thank You
for watching