Gong Cha Whitespace Marketing Plan
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.
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1 http://www.nikelkhor.com/2011/10/gong-cha-gardens-mall-mid-valley-kl.html
Market Processing
Gong Cha just within
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