Chin’s Part

Pricing

• Competition pricing– Match competitors’ pricing since there are many

competitors in the milk tea sector, as well as in alternative drinks industry (coffee, fruit shakes, etc.)

– Maintain cost of drinks at average price of Php 80-120

Pricing

• Offer discounts– Loyalty card• Free drink for every 10 large drinks purchased

Placing and Distribution

• Branches– Major malls such as Alabang Town

Center, Cyber & Fashion Mall (Eastwood), Robinson’s Place Manila, Greenbelt 3, Robinsons Galleria, Newport Mall

– Areas near schools and residences such as San Juan, Katipunan, Greenbelt Residences, BF Homes Paranaque, Banawe, Jupiter, Nuvali, Burgos Circle Fort

Placing and Distribution

• Suggested strategies– Penetrate more malls, schools and residential

areas• Can have permanent kiosks or kiosks available only

during major events (school/university fairs, concerts, etc.)

– Branches in tourist destinations such as Baguio, Boracay, Palawan, Cebu, Davao

– Put up branches near health care facilities, hospitals, and gyms

Communication Strategies

• Initially, by word of mouth, among milk tea lovers and food bloggers

• Serenitea has its own website, Facebook page and Twitter account

Communication Strategies

• Maintain current channels – Personal channels: social media – food blogs,

Facebook, Twitter, website• Penetrate more social media– YouTube

Communication Strategies

• More non-personal channels– Sales promotions (Loyalty

card)– Kiosks available only during

major events (school/university fairs, concerts, etc.)

Communication Strategies

• More non-personal channels– Create events

• “Tea appreciation” event where customers can learn about the different kinds of tea, tea preparation, health benefits, tea-tasting, etc.– In-store demo could also

serve as point-of-purchase communications

Communication Strategies

• More non-personal channels– Advertising

• About new and current products, promos and events via print and social media (print and online magazines)

• Ads in public spaces (movies, gyms, elevators)