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Dakasi case study C7

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Dakasi case study C7
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Introduction
Chatime ( a reknown bubble tea company based in Taiwan) came to Malaysia and have since become one of the most successful bubble tea company in the country. As one of the pioneer bubble tea company, they are expanding fast , reaping the benefits of being the first mover in the beverage industry. They have recently partnered with Horlicks and plan to expand their branches all over Malaysia.
Dakasi ( a franchise very well known bubble tea brand in China) recently made their entry in Malaysia. They set up their first outlet in December 2012 , at the lower ground floor , Queensbay Mall in Penang .
Dakasi is currently facing fierce competition with Cha Time. The successful of Chatime
Chatime is an international Taiwanese brand, from the country where it is well-known for the production of high quality tea leaves. It has also been the birthplace of bubble milk tea which is the new up and coming trendy drink around the globe. Chatime seems to be blooming as the market leader in the bubble tea market of Malaysia.
Advertisement Strategy
The reason that drives Chatime to become the most popular bubble milk tea brands in Malaysia is the advertisement strategy implemented by the company. Chatime use the power of social network effectively as compare with other bubble tea to promote its brand. According to our survey, we notice that Chatime consumers will post news or comment to their Facebook, twitter, or blogger about Chatime after consuming it. When there are someone posts news with the ad on Facebook, they will share with their friends. When more people commenting, posting & tweeting about it, the more impactful advertisement it created. After the engagement, people start to feel curiosity towards the brand and therefore the news spread like a word of mouth.
Chatime used social networking to increase the visibility of the brand and allows companies to respond quickly to consumer feedback and improve the quality of


References: (2012, December 9). Retrieved from Blog: http://bubbletea0103.blogspot.com/ (2013) (2013, january 14). Retrieved from Adoimagazine.com: http://adoimagazine.com/index.php/news/1-breaking-news/8795-its-qmalt-timeq-with-chatime (2013) Air Asia upbeat on its F&B growth. (2012, July 6). Daily Express. BCARD ties with Chatime to provide more benefits to consumers. (2012, April 5). Bernama. Dhillon, R. (2013, January 15). Chatime Gets 'Health Tea ' with Horlicks. Fox, .. G., & Rundell, .. M. (2007). Macmillan English Dictionary. London, United Kingdom: Macmillan Education. University of Southern California. (2010, November 19). Retrieved from USC Marshall: http://www.marshall.usc.edu/faculty/insights/2010/why-store-tv-advertising-works Gelo, ( 2012, December 24), “ Tokyo Bubble Tea at Harbor Point” http://www.dailyfinance.com/2013/01/30/starbucks-coffee-big-drive-thru-expansion/ Shahril Bahrom (2013, January 15), “ GSK partners with Chatime to expand tea drinking business” Taipeitimes (2012, August 03), “Taiwanese bubble tea shop to enter Indian Market”. Retrieved from http://www.taipeitimes.com/News/biz/print/2012/08/03/2003539282 Appendices:
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