Marketing - Koi Cafe
Marketing Principles | (LAUNCH OF KOI SELF-SERVICE BUBBLE TEA MACHINE) | | | |
Total word count: 3574 words
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Table of content Page
Executive Summary 3
Company’s Mission Statement 4
Company’s Objective 5
SWOT Analysis 6
Marketing Strategy 7, 8
Target Audience 9, 10
Marketing Mix 11 - 17
Integrated Marketing Communication Mix 18, 19
Evaluation 20, 21
References 22
EXECUTIVE SUMMARY
Bubble tea originated from Tai Chung in the 1980s. It has evolved over time with the wide variety of other mixtures of teas involving Red tea and Oolong Tea. In modern society, bubble tea has also been combined with juices, beverages, jellies, and even ice-blended flavours to cater to the hot and humid countries.
Some of the famous categories of bubble teas - "pearl milk tea" (also known as "Boba milk tea" in parts of America), which contains small chewy balls made of tapioca starch called "Pearls" in Chinese. There are many variants of the drink, depending on the types of tea used and ingredients added.
KOI café was under the distributorship of Ya-Lan Co., Ltd whom was the exclusive green tea retail chain in the central of Taiwan. Miss Avon-Ma, whom developed her own brand of beverages, marketed and is currently selling her drinks in KOI café. With thriving and leading the market in hand-shaken tea beverages in Taiwan, the use of its proven products in KOI Café ensures the recognition and support of the crowd in Taiwan. Therefore bring success to the first launch of KOI café and had a boost of a remarkable fan base.
True to the spirit of Avon-Ma’s product excellence, she created the brand KOI Café in 2006. In 2008 she personally established KOI Café Group(s) Pte Ltd in the thriving estate of Singapore’s Toa Payoh. She is able to keep
Total word count: 3574 words
|
Table of content Page
Executive Summary 3
Company’s Mission Statement 4
Company’s Objective 5
SWOT Analysis 6
Marketing Strategy 7, 8
Target Audience 9, 10
Marketing Mix 11 - 17
Integrated Marketing Communication Mix 18, 19
Evaluation 20, 21
References 22
EXECUTIVE SUMMARY
Bubble tea originated from Tai Chung in the 1980s. It has evolved over time with the wide variety of other mixtures of teas involving Red tea and Oolong Tea. In modern society, bubble tea has also been combined with juices, beverages, jellies, and even ice-blended flavours to cater to the hot and humid countries.
Some of the famous categories of bubble teas - "pearl milk tea" (also known as "Boba milk tea" in parts of America), which contains small chewy balls made of tapioca starch called "Pearls" in Chinese. There are many variants of the drink, depending on the types of tea used and ingredients added.
KOI café was under the distributorship of Ya-Lan Co., Ltd whom was the exclusive green tea retail chain in the central of Taiwan. Miss Avon-Ma, whom developed her own brand of beverages, marketed and is currently selling her drinks in KOI café. With thriving and leading the market in hand-shaken tea beverages in Taiwan, the use of its proven products in KOI Café ensures the recognition and support of the crowd in Taiwan. Therefore bring success to the first launch of KOI café and had a boost of a remarkable fan base.
True to the spirit of Avon-Ma’s product excellence, she created the brand KOI Café in 2006. In 2008 she personally established KOI Café Group(s) Pte Ltd in the thriving estate of Singapore’s Toa Payoh. She is able to keep