Organ Bub

Milk Tea
Since 2020
 Group Member

1). Naek Preyapanich ID 6139067

2). Ruj Wasinchaiporn ID 6139068

3). Warit Tananvanich ID 6139102

 Vision
To be the leader of healthy
organic milk tea in Thailand.
 Mission Stateme
nt
To provide the high quality of the bubble milk tea to the customer in
Thailand with good tasting and providing more health to them.
Moreover, we also aim to become one of the top bubble tea brands in
Thailand by 2 years. And sales revenue 5.76 million baht.
 Our Product
Organ Bub Milk Tea

Nowadays, the bubble milk tea trend and healthy trend

are very popular in Thailand. According to the trend, we try
to launch the product that match with both trend. Therefore,
our product would be organic bubble milk tea that will
answer to the consumer need
 Our Customer

Most of our customers are the people

who want to drink bubble milk tea. On th
e other hand, they are concern their heal
th. So, we try to find out the solution that
will respond their needs.
 Function
Organ Bub Milk Tea

Organic Tea Erythritol Daily

Organic
Cow’s milk
 Benefit
Organ Bub Milk Tea

No preservative,
Low sugar More nutrient
Chemical
 Value
Organ Bub Milk Tea

Body shape Healthy

 Marketing Objective
Organ Bub Milk Tea

• To be a leader in the bubble milk tea market.

• To position our brand in customer mind

about healthy product.
 Your Picture Here

4500000
Goal
Organ Bub Milk Tea
4000000

3500000
Quantitative
• Sales 200 cups per day.
3000000 • Sales Revenue around 5.76 million
Baht.
2500000
• Earn at least 10% of market share in the
market within 3 years.
2000000 Qualitative
1500000 • Become the leader of organic milk tea.
• The sales revenue increased
1000000 continuously every year.
500000

0
1/1/2020 1/1/2021 1/1/2022
 SWOT
Organ Bub Milk Tea
• Strength Weakness
• Organic raw material. • Lack of reputation compare to competitor.
• Differentiation Product. • The wide range of the milk tea price in the
• High Quality Material. market
• Less labor, preparation time and cost. • The variety of choice of the milk tea in the
market.
• High initial cost.

Opportunity Threat
• Healthy trend and Bubble milk tea trend is • High Competition.
very popular in Thailand • Many substitute product.
• Beverage market is very large. • High Switching cost
• Low entry barrier. • Location and Rental cost.
• No competition pricing (fix price) in the
market.
 Opportunity – Matrix
Success Probability
Strategy for Opportunity Matrix
High Low
• 1). Maximize profit and achieve economic of scale due to huge profit and
S4 O1 low labor, raw material cost
• 2). Satisfy customer satisfaction and taste by using high quality of raw
High

material with appropriate price

Attractiveness

S1 O1 O2
• 3). Use differentiation strategy in the product in order to penetrate and
positioning our product in the market
S3 S4

Opportunity
Low

O3 O4
• O1). Healthy trend and Bubble milk tea trend is very popular in Thailand
• O2). Beverage market is very large.
Strength • O3). No competition pricing (fix price) in the market.

• S1). Organic raw material. • O4). Low entry barrier.

• S2). Differentiation Product.

• S3). High Quality Material.
• S4). Less labor, preparation time and cost.
 Threat – Matrix
Success Occurrence
High Low
Strategy for Threat Matrix
W1 T1 W4 T4
High

• 1). Try to launch advertising and promotion in order to promote and

Seriousness

W2 T2 T3 increase sales of the product.

• 2). Offer new product and set a various range of price that can

W3 T3
cover all of the target.
Low

Weakness
• W1). Lack of reputation compare to competitor.
• W2). The wide range of the milk tea price in the market
• W3). The variety of choice of the milk tea in the market.
• W4). High initial cost.
Threat
• T1). Competitors always advertise and promote their brand and product.
• T2). Many substitutes product in beverage market.
• T3). High Switching Cost.
• T4). High rental cost for good location.
 Core Business Process
Organ Bub Milk Tea

Marketing and Sales

Accounting and Finance

Supply Chain Management

 Core Competencies
Organ Bub Milk Tea

Knowledge
Skill

Attributes
 Porter Generic Strategy
Organ Bub Milk Tea
Differentiation
• Since bubble milk tea is very popular in Thailand but can cost a
lot of risk about cancer and fat.
• Therefore, our product raw material is an organic and daily
fresh. So, it safe for people who concerned about health to
consume our product and enjoy the organic bubble milk tea.
• Thus, we try to differentiate our organic bubble milk tea from
normal milk tea.
Target Market
Organ Bub Milk Tea

Potential Market: Total population of

people in Bangkok = 5.7 Million peoples.

Available Market: 5,700,000 peoples x

36% (people age around 15 – 40 and
live in Bangkok = 2 million peoples

Target Market: 2,000,000 peoples x

0.015% (people who go to shopping
at Siam per day) = 3,000 peoples
Research Question
Organ Bub Milk Tea

Research Question (Business

Objective)
• How much people prefer to spend for bubble milk
tea?
• How many time that customers buy bubble milk
tea in 1 week?
 Marketing Mix Model
Organ Bub Milk Tea
SALES PROFIT GROSS PROFIT

Amount % Growth Amount % Sales Amount % Sales

Product

Price

Place

Promotion
 Marketing Matrix
Organ Bub Milk Tea
Long Term

Short Term Product Development

Return of investment Standardization

Revenue Total Number of Customers

Profit Brand Awareness

Market Share

Customer Feedback
 Herzberg’s Theory
Organ Bub Milk Tea

Factors for Satisfaction Factors for No dissatisfaction

• Certificate for high • Permanent employee.
performance/Store/Quarter. • Social Security
• Extra reward of high • Medical Insurance
performance store/Quarter.
• Chance to be promoted of
high performance employee in
every level.
 Total Customer Benefits
Organ Bub Milk Tea
Customer Benefits
Product Packagin Total
Product Tasty Image Service
g
OrganBub 8 8 8 9 8 41

KOI 10 9 9 9 7 44

Tiger 9 9 10 10 8 46

Ochaya 7 8 7 8 7 37

Evaluation Score 1 Minimum to 10 Maximum

 Total Customer Costs
Organ Bub Milk Tea
Customer Costs
Product Psychologi Total
Monetary Time Energy
cal
OrganBub
8 8 8 3 27
Milk Tea
KOI 8 10 8 3 29

Tiger 9 9 8 3 29

Ochaya 6 8 8 3 24

Evaluation Score 1 Minimum to 10 Maximum

 Customer Perceived Value
Organ Bub Milk Tea
50
45 46
44
40 41
35 37
30
29 29
25 27
24
20
15 17
14 15
10 13

5
0
Organbub KOI Tiger Ochaya

Customer Perceived Value Customer Benefit Customer Cost

Value Proposition
Organ Bub Milk Tea

Healthy & Good

Service
 Market Funnel
Organ Bub Milk Tea

Trier Recent User

Actual Target Awareness Open to trial Regular User
Set up the Most often
Establish official Loyal
5.7 Million used
Advertisement on Doing the membership line account to Doing promotion
people FB, IG. free sample to Program that communicate Buy1 get 1 free
Launch new Travel aboard
let them try able to collect with customer Every Wednesday. (Lucky draw)
40% of 2 Million the point. product
Target Market people 30% of 50% of 48,000 50% of 24,000
70% of 12,000 40% of 8,400
= 800,000 people 800,000 20% of 240,000 people people
people
2 Million people people people = 24,000 = 12,000 people people
Male & Female = 8,400 people = 3,360 people
= 240,000 =48,000 people peoples
Age 15-40 year people
old

Total revenue = 7,660,800 Baht

Brand Personality
Organ Bub Milk Tea

Sincerity &
Competence
 Hypothetical
Organ Bub Milk Tea

Good Service Healthy

No
Reliable
Preservative
Convenient Safe
 Market Segmentation
Organ Bub Milk Tea
Geographic Segmentation :
• Bangkok, Thailand.

Demographic Segmentation :
• Gender: Both male and female
• Income more than 20,000 THB, Age: 15 – 40 years old,
• Social Class: Working class until Upper Middle Class.

Behavioral Segmentation
• People who concern about their health.
• People who prefer or like to drink bubble milk tea.
 Psychographic and
Value Attitude Lifestyle framework (VALS)
Innovators
Primary High Resources
Motivations High Innovation

Ideals Achievement Self-Expression

Thinker Achievers Experiencers

25% 35% 40%

Believers Strivers Makers

Low Resources
Low Innovation
Survivors
 Market Segmentation
Organ Bub Milk Tea
Segment Lower Upper Working Middle Upper Lower Upper
Group Lower Lower Class Class Middle Upper Upper
15-18
Years Old
19-25
Years Old
26-35
Years Old
36-40
Years Old
 TARGET MARKET SELECTION
M1 M2 M3
P
1

P
2

P
3

OrganBub target segmentation is middle to upper income

level, the people who age between 14 to 50 years old and who
like bubble milk tea but concern with their health.
CATEGORY OF MEMBERSHIP
 POINT OF PARITY
FACTORS OrganBub Tiger KOI Ochaya

Taste

Consumer
product

Target Market

Convenience
 POINT OF DIFFERENCE
FACTORS OrganBub Tiger KOI Ochaya

Affordable
Price
Sugar

Quantity

Image
 Brand Positioning
Organ Bub Milk Tea

For people who enjoy and love to

drink bubble milk tea but also concern about
their health. Organ Bub is a beverage product
that provide an organic bubble milk tea which
has several organic raw material and
component that provide more health than any
other bubble milk tea brands.
 Perceptual Mapping
Organ Bub High Quality
Tiger
Koi 3
Ochaya

2
1 1
Unhealthy Healthy

4
1 = High health
2 = High Medium health
3 = Medium health
4 = Low health

Low Quality
 Brand Mantra
Organ Bub Milk Tea

High quality organic beverage.

 Brand Element
Organ Bub Milk Tea

Milk Tea Organic

Products Brand Name
& Logo

Brand
Element

Our website: Slogan :

www.OrganBub.co.th Being your healthy
IG: OrganBub partner.
Brand Performance (BAV)
Organ Bub Milk Tea
Brand Performance (BAV)
10
9 9
9
8
8
7
7
6 6 6
6
5 5 5
5
4 4
4
3 3
3
2
2
1
1

0
Energized Differentiaite Relevance Esteem Knowledge

Organ Bub Tiger Koi Ochaya

Brand Equity Model
Organ Bub Milk Tea

Tiger

KOI

Organ Bub

Ochaya
 Brand Essence
Organ Bub Milk Tea
Consume the best healthy and delicious beverage for good life.

Brand Identity
• Core Identity:
• Providing healthy product with high quality for good
health
• Extended Identity:
• Organic component, user friendly, convenience and
safe
Consumer Target:
Brand Positioning Bull’s Eye
- Age 15 – 40
- People who like to drink Organ Bub Milk Tea
bubble milk tea
- People who concerned
their health
Consumer takeaway     
Consumer Insight   Organ Bub produce
- Healthy trend Sincerity and
- Bubble milk tea trend competence product to
the customer. Our staffs
have a service-minded
that ill provide a good
High quality experience to customer
Consumer need state
organic beverage and fluent in making
- For health conscious
bubble milk tea.
people.
- For Bubble milk tea
people.

Competitive product set

- Bubble Milk tea
 Story of Brand
Organ Bub Milk Tea

Organ Bub Milk Tea was created in

2019, which aim to satisfy customers who
want to consume organic milk tea products
that be friendly their health and give more
nutrient for making the better life.
Moreover, we promise that we will
deliver the best Organ Bub milk tea forever.
 Five Force Analysis
Organ Bub Milk Tea

High threat of intense

segment rivalry Low threat of bargaining
High threat of new entry
power of buyer.

Medium threat of
High threat of substitute
bargaining power of
products
suppliers.
 Preliminary Core Strategy
Organ Bub Milk Tea
Goal:
• Sales 200 cups per day, payback period within 2 years, earn at least 10% of market share in the
market within 3 years, become the leader of organic milk tea, the sales revenue increased
continuously every year.

Strategy for Opportunity Matrix:

• Use differentiation strategy in the product in order to penetrate and positioning our product in the market

Strategy for Threat Matrix:

• Try to launch advertising and promotion in order to promote and increase sales of the product.

Target Segment:
• Our brand target segmentation would be Thai people age around 15 – 40 who lived around Bangkok.

Positioning:
• For people who enjoy and love to drink bubble milk tea but also concern about their health. Organ Bub is a beverage product that
provide an organic bubble milk tea which has several organic raw material and component that provide more health than any other
bubble milk tea brands.
Market Structure
Organ Bub Milk Tea

• Tiger (Market Leader)

• KOI (Market Challenger)

• Ochaya (Market Follower)

• Organ Bub (Market Nichers)

Product Life Cycle
Organ Bub Milk Tea
 Core Strategy
Organ Bub Milk Tea

Defensive Marketing Strategy:

• Position Defense
• We would like to position our brand and product in consumer’s mind that
we are the organic bubble milk tea brand that provide more health than
any other bubble milk tea in the market.
 Marketing Strategy (4P)
Product Price

Organic Bubble Milk Tea Markup Pricing

Place Promotion

Bangkok Buy 1 Get 1 Free

Product: Product Level
Organ Bub Milk Tea

Core Benefit:
- Fresh and Healthy Product

Basic Product:
- Bubble Milk Tea.

Expected Product:
- More health and no risk

Potential Product: Augmented Product:

- Become the best and leader of - Use organic, daily material and
bubble milk tea industry in Thailand. hygiene production process.
Price: Price Objective of Organ Bub
Organ Bub Milk Tea

Survival
• We just introduce and start our brand in the market. Therefore,
the most important thing is to survive in the market. Moreover,
we need to pursue survival as the most priority objective that
we can face with several issue while our product price can
cover the costs in order to stay strong in the market.
 Markup Pricing
Organ Bub Milk Tea
Expected Unit sales = 72,000 units
Variable Cost: 40THB
Fixed Cost: 1,200,000THB
Expected Unit Sales: 72,000 units
Therefore, the unit cost = variable cost + fixed cost/unit sales
= 40 + 1,200,000/72,000 = 56.6667 = 57 THB
The Total cost of Organ bub milk tea is 57 THB
Add Markup Price (30%) = 57/(1-0.3) = 80 THB per cup
 BREAK EVEN POINT
Organ Bub Milk Tea

In each year, we expected 72,000 unit sales

Break-even volume = Fixed cost / (Price – Variable)
= THB 1,200,000 / (THB 80 – THB 40)
= 30,000 units
• Break-even revenue= Units at Break-even x Price
= 30,000 units x THB 80
= THB 2,400,000
Place: Place Level
 Distribution Channel
Organ Bub Milk Tea

Market segment Total Q1 Q2 Q3 Q4

Department Store
(increased by30% 5,753,910 930,000 1,209,000 1,571,700 2,043,210
per quarter)
Promotion: Marketing Activities
Organ Bub Milk Tea
• Create awareness
• Pre launch (Video Clip)
• Campaign launch
• Advertising on social media
• Free sample

• To increase the sales

• Promotion (Buy1 get1 Free every Wednesday)
• Promote promotion via Facebook Page

• Maintain loyalty
• Travel abroad
 IMC Gantt Chart
Activity Schedule Promotion Period
Marketin Expected
g Promoti Budget Cost/U
Target Activity/Month Weight Reach/per Q1 Q2 Q3 Q4
Objective on Mix (THB) son nit
s
Pre-Launch VDO 115,200       
10% 115,200 500,000 0.23        
Sample        

Campaign    
To create Launch 20% 230,400 200,000 1.152 38,400 76,800 38,400 76,800
awarenes 2,000,000 Media    
people
s    
       
      Blogger Review 23% 275,200 700,000 0.377 132,800 32,800  76,800 32,800
     
 
Promotion ( Buy1
10% 115,200 300,000 0.384 28,800 28,800 28,800 28,800
Get1 free)
Facebook (Ad) 23% 264,000 300,000 0.88 66,000 66,000 66,000 66,000
     
Maintain 3,000 Privilege Travel abroad 15% 152,000 3,000 57.6       152,000
Loyalty people      
Total Promotional Budget in
381,200 204,400 210,000 356,400
Quarter

Total Promotional Budget

in Year 1 1,152,000
 Income Statement
Organ Bub Milk Tea
Income Statement
For year end – December 31, 2020
Unit : THB
Sales 5,760,000.00
Less: Variable Cost 2,880,000.00
Fixed Cost 1,200,000.00 4,080,000.00
Gross profit 1,680,000.00
Less: Operating Expense
Advertising Expense 1,152,000.00
Utility Expense 84,000.00 1,236,000.00
Operating Income 444,000.00
Less: Provision for income taxes (20%) 88,800.00
Net Income 355,200.00
Thank you