Gong Cha Whitespace Marketing Plan

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Gong Cha Whitespace Marketing Plan

Name : Vu Viet Hoai Nam
Class: BTEC
Table of Contents
1. Summary………………………………………………………………………………..3 2. Market Processing…………………………………………………………………….3 3. Marketing Orientation…………………………………………………………………4 4. Consumer market Vs Business market……………………………………………5 5. Macro environmental factors…………………………………………………8 6. Micro environmental factors…………………………………………………10 7. Segmentation Criteria………………………………………………………………..11

Primary Market……………………………………………………………………...11 Secondary Market…………………………………………………………………..12 8. Market Penetration, Sustainability and Growth…………………………………12
Primary Market……………………………………………………………………...12
Secondary Market………………………………………………………………….13 9. Buying Behavioural…………………………………………………………………..13
10. Product Line…………………………………………………………………………14
11. Pricing Strategy……………………………………………………………………...16
12. Marketing Mix………………………………………………………………………...17
Primary Market……………………………………………………………………...17
Secondary Market…………………………………………………………………..21

Summary
Gong Cha is a popular bubble tea chain that was established in Kaohsiung, Taiwan in 2006. Ever since, Gong Cha has swept into neighboring countries such as Hong Kong, China, Macau, Indonesia, Singapore, Philippines and Malaysia by storm.

The famous Gong Cha signature milk foam or also known as "nai gai". There are 3 ways to enjoy this drink. 1. Sip the freshly brewed tea through the milk froth without a straw. 2. Slurp some tea followed by the milk through the straw for a smooth aftertaste. 3. Stir and enjoy a perfect blend of milky froth and aromatic tea. And, like other similar popular Taiwanese bubble tea chains, Gong Cha allows you to choose the level of sweetness and ice based on your own decision. -------------------------------------------------

1 http://www.nikelkhor.com/2011/10/gong-cha-gardens-mall-mid-valley-kl.html Market Processing
Gong Cha just within Singapore and Malaysia need not draw much introduction with the current consumers seen daily queuing for the bubble tea. Gong Cha definitely had great success in capturing the consumers’ taste buds for bubble tea primarily the delicious beverage that consisted of the highly graded flavored tea with tapioca balls (or tapioca pearls) at the bottom. Gong Cha currently has 40 outlets in Singapore and 6 outlets in Malaysia. We can find Gong Cha store in shopping mall or near some department stores. The customer is easy to change what they want nowadays. That’s why we should have many options to give them. Follow the Gong Cha menu, there’re so many kinds of tea that we may be spoiled for choice. They have some common drinks like Brewed Tea, Juice, Coffee, Milk Tea, Health Tea and some specials like House Special, Create Mix. On special time, Gong Cha also has a great sale that attract more people to drink. Gong Cha mainly uses facebook, twitters, phone applications and U-Tubes broadcasting, has successfully gained a strong following of loyal customers whom despite the store’s long queues still stand their ground. So you can get news from Gong Cha or if you have some problems to tell them, just ask your question there and you’ll get a feedback asap. The quality of Gong Cha can be ensured. They use high quality of tealeaf, ingredients including technical know-how of how to create the bubble tea as a final product. The professional services also can satisfy customers. Understanding customer requirement, Gong Cha has different treatments for each kinds of customer. For example: * A business customer: Gong Cha have a fast service.

* Teenager: some drinks are affordable and have table for them to chat. The tea is sweet, good for health and easy to drink, so people who drink this belong to 2 kinds of ages: * Primary: From 15 to 64 year-old.

* Secondary: From 65 above.

Marketing Orientation
1. Strengthen
* Big market share - the number 1 bubble tea brand in Singapore,...
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