WELCOME

TO
TEATIME
TEATIME

GROUP
TEATIME
 COMPANY MILK TEA
MARKET
INTRODUCTION FOR
OVERVIEW DESCRIPTION TEATIME

INDUSTRY SWOT SITUATION MILK TEA

FOR
ANALYSIS ANALYSIS ANALYSIS TEATIME

MILK TEA TARGET

FOR SEGMENTING TARGETING POSITIONING
MARKETING
TEATIME
STRATEGY

MILK TEA PRODUCT PLACE

FOR MARKETING
TEATIME MIX PROMOTION
PRICE
INTRODUCTION
MARKET

O V E RV I E W

Milk tea, which first appeared in Taiwan in the

1980s, has become widely throughout the
world nowadays (Ciaran, 2019). In Vietnam,

December, 2020
milk tea is becoming a fever with no sign of
cooling down when the number of stores has
increased rapidly in recent years.
 TEATIME BRAND FOUNDATION
Teatime entered to the drink
market with a first store at
District 1 in Ho Chi Minh
city by focusing on tea flavor
development.
2009 2020

2018
 Teatime has opened 14 stores accounting
Tea hill in Bao Loc (Lam for 2020. In our menu, apart from the
Dong) variety of tea flavors, we currently only
sell 3 main milk tea: black milk tea,
oolong milk tea & traditional milk tea
DESCRIPTION OF OUR FOCAL
PRODUCT

Realizing the potential of the milk tea

market and our current strength of tea
sources, we decide to launch a new milk
tea product with the combination of flower
flavored tea with types of milk through
our secret recipe. The 2 types of new milk
tea are Atiso milk tea and Jasmine milk
tea.
 BUSINESS
MISSION

• Create a Vietnamese brand in tea and milk tea

recognizing globally about its outstanding quality.
• Become a company specialized in manufacturing and
exporting high-quality tea in Vietnam.
• Strive to delicate the best devotion to the customer
experience at our store by bringing delicious cup of
TEATIME MILTEA | December 2020 bubble tea, safe and full of happiness.
 MARKETING
OBJECTIVE
 In2021, our objective is to open
10 more stores in HCM, which
will increase the total of our store
to 24.
Promoting brand awareness in
community, be one of leading
brands to launch new types of
flavored milk tea with flowers
which have never occurred in
market before.
INDUSTRY
ANALYSIS
(PORTER’S 5
FORCES)
 Threat of new entrants
Industry • The biggest obstacles of this attractive market are branding and the cost of premises,

analysis
marketing & branding and materials.

• Cost of labor, raw tea materials are the advantages of the Vietnam market

(Porter’s 5
forces) Bargaining power of customers
• Milk tea ranks second in popularity, and is mostly focused on women and
young people from 15-22.

• Many locations -> Customers have too many choices.

• Vietnamese are quite price sensitive

 Bargaining power of suppliers
Industry • Vietnam is the world's 5th tea exporter

analysis
• Although Vietnam has a lot of suppliers, having a good supplier is difficult.

(Porter’s 5
forces) Threat of substitutes
• Alternative products are tea, fruit juice, buble, bottled water, soda, energy
drinks

• Indirect substitutes are new modern space such as modern supermarkets

and fast food stores

-> Threat of substitutes in big city is medium to high

 Rivalry among existing competitors
Industry
analysis
(Porter’s 5
forces)
SWOT ANALYSIS
 STRENGTHS
• Teatime targets diverse customers.
• The prices of TeaTime's products are appropriate and reasonable
for customers' income.
• The prices of products of TeaTime are independent because they
are their suppliers.
• With climatic conditions, the taste of Vietnam's tea is more
delicious.
• Applying raw materials such as tea leaf to make their products
flavorful.
• Teatime milk tea is suitable for Vietnamese tastes because of its
bold tea flavor.
OPPORTUNITIES
• Viet Nam has a stable and less volatile economy
• The working-age group (15-64) in Vietnam raised gradually
so Teatime doesn't need to worry about employee and
customer shortage.
• Increasing per capita income leading to increased demand.
• People increasingly need to meet, chat with friends,
colleagues, partners, or to relax alone. Teatime's space and
products are perfect for relaxing and building relationships.
• Vietnamese people love bold taste rather than bland flavors.
WEAKNESSES
• The scope of business is limited because it is a new
brand name, so there is not enough budget to open
many stores.
• Because of the new brand name, there is no stable
number of customers.
• Not much business experience.
THREATS
Free shipping
• Competitive pressure with strong competitors.
• The milk tea market still has many potentialities, but to
develop sustainably, each brand must choose its own
strength.
for orders
• Always have to improve products to suit the needs and
tastes of consumers but still do not lose the brand
identity.
above $50
• When developing a chain model, everything will be
different, especially requiring operational experience to
ensure uniform product and service quality.
 IO
T
&
TA N
N I
E N
M IO
E G I T
S S
N P O
G
Segmentation
Segment Variables Breakdown
Geographic Region HCM city
Demographic Age All aged, especial for customers from 15 to 30
Gender All
Income our price is from 35000VND to 50000VND which is suitable for both low-
income or high-income customer
Occupation Student is the most targeted because almost customers are students
Officer is also the one to considerate
Psychology Social class everyone who want to enjoy the combination of milk and tea
Personality with a reasonable price, plus many gifts and promotions, Teatime is a big
attraction for the group of customers who have the desire not only to have try
the milk tea flavor but also to keep fit
Behavioral Occasion Demand for milk tea from consumers will increase rapidly on holidays.
Therefore, we will apply many discount policies especially Tet to attract.
In the summer, the weather becomes hot so milktea will become the preferred
choice for individuals and families.
Benefit sought Functional benefits
- More tea flavor than other brands
- Healthier than soft drink
Targeting
The aim of Teatime is to target a segment of people who are looking for a milk tea which is
high in quality and moderately priced.
Positioning
HIGH QUALITY

HIGH PRICE
LOW PRICE

LOW QUALITY
MARKETING MIX
PRODUCT PRICE PLACE PROMOTION
PRODUCT PRODUCT
Core
Value

 Teatime is the moderately priced milk tea available to customers

looking for a delightful new milk tea experience with a gentle floral
scent trying to experience quality at an affordable price.
 PERSONALITY: Faster, Fancy, Friendly, Beauty & Healthy

PRODUCT QUALITY: The company is also committed to using clean, safe materials with
clear origin.

PRODUCT CLASSIFICATION: Atiso milk tea and Jasmine milk tea with the
flavors of artichoke flower and jasmine flower blending with the bold tea scent
and the sweetness of milk. 

SLOGAN: “Milk tea for teatime”

PRODUCT

Logo

Reminding flowers, we usually think about some kind of things that are
beautiful, lightly,...as well as the gifts for people we love regardless of any
ages, genders, regions,... and that are also the target customers that we could
aim to
Warm tone emphasize the “warm love” of Teatime to bring to customers.
Teatime will always be with customers, bring to them happiness, warming,
graceful,...
PRODUCT
Traditional milk tea Black milk tea Oolong milk tea
M: 35.000VND M: 38.000VND M: 38.000VND
Packages L: 45,000VND L: 48,000VND L: 48,000VND

Atiso milk tea Jasmine milk tea

M: 40.000VND M: 40.000VND
L: 50,000VND L: 50,000VND
 Physical
Stores

PLACE PLACE HOANG SA

Direct
Distribution

TRUONG SA
 APP

PLACE

Indirect
Distribution
 In which, the current milk tea business model is divided
into 3 main groups:

PRICE PRICE
Group 1 - Brand with franchise policy (such as Bobapop,
Tocotoco ..): 40,000 - 50,000 VND

Price competition Group 2 - milk tea brands from other countries or an

in the milk tea affordable price of about 50 stores nationwide such as
market: DingTea, The Alley, Koi Thé, Gongcha, Phuc Long ...):
40,000 VND - 60,000 VND

Group 3 - small and medium scale, local brand, take

away: 15,000-35,000 VND
 Take away express serves for budget customers
with prices ranging from 28,000-35,000 VND
PRICE
with some popular drinks such as iced milk
Price competition coffee, hot tea, peach tea ...
with the main
competitor: Phuc
Long The Takeaway house caters to a group of
customers with a higher income, with an
average beverage price of 40,000-60,000 VND.
 The menu of Teatime will range from 35,000-50,000
VND (not including topping). Toppings will have prices
ranging from 6000 - 10,000 VND.
PRICE Products expected to be the best seller of Teatime will be
priced at 45,000 - 50,000 and will come with some other
incentives in promotions.
Conclusions
Each product will have 3 sizes  M, L with a price
difference from 8,000 - 10,000 VND.

Price of two new milk tea: 

Jasmine milk tea - 40,000 VND for size M and
50,000 VND for size L
Atiso milk tea - 40,000 VND for size M and 50,000
VND for size L
PROMOTIO
N PROMOTION
INTRODUCE
NEW PRODUCTS

New tastes, designs

PERSONAL ingredients, recipes

SELLING
EXPLAIN
HOW PRODUCTS WORK

Benefits of Teatime milk tea

 TEA PARTY
through our online social networks
such as Facebook and Instagram,
where we will show our customers
PROMOTIO our products, our promotions and
our “Tea party”
N
Use influencer
Digital marketing to grow
marketing social media audience
KOLs, influencers, youtubers,
bloggers have considerable
impact on consumer behavior

Create interesting contents

Create interesting content and convey
it to customers through video posted
on brand’s website, youtube channel,
page as well as for advertising on TV.
 FREE UP SIZE
On holidays (Ex: Noel, Valentine,
Women's Day….), TeaTime will
have a free upsize program from
PROMOTIO size M to L to appreciate
customers.
N
TEA PARTY ON MONDAY
Every Monday, TeaTime stores will
Sale promotion have a 40,000 VND program for
the entire menu.

CHECKING TO DISCOUNT
When the new product is released, in
the first month, customers who check
in at the store with Facebook posts will
be able to buy new products for 30,000
VND. (apply in the first month)
 BUILD THE POSITIVE BUILD THE GOOD SUPPORT NEW
ATTITUDE OF IMAGES OF COMPANY PRODUCT LAUNCHES
EMPLOYEES BY  SOCIAL
Company PR activities are NETWORKING
designed to build a good
PROMOTIO image of the brand through
Build a team of friendly Whenever the company is
N staff, with the proper real, social networks, launching a new product, they
attitude towards customers, organizing events to connect should let customer know
Public dedicated and attentive businesses with customers, about it through various
channels such as youtube’s and
service. Customers sponsor community
relations sympathize with the programs, press releases facebook’s advertising tool,
influencers, KOLs,
employees, meaning they about business results, in advertisement on TV,
sympathize with the brand. order to create value and internet….In recent years,
Then, positive customer belief in the mind of social media is a platform to PR
reviews on TeaTime's fan customers, which indirectly a product effectively especially
page will be an important affects customers' buying when having involvement of
factor to help improve behavior. KOLs, influencers, youtubers,
customer trust. food bloggers,…
 Thanks for
your listening