![Page 1: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/1.jpg)
Marketing ManagementProposed Outline
![Page 2: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/2.jpg)
Learning Objectives
![Page 3: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/3.jpg)
Company Profile
![Page 4: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/4.jpg)
Description of Product (if product analysis)
![Page 5: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/5.jpg)
SWOT
![Page 6: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/6.jpg)
Opportunities• Trends towards
healthy living (evidenced by the success of C2 green tea)
• Current green tea craze
• Economic growth in the Philippines is steadily increasing
• Warm tropical climate
![Page 7: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/7.jpg)
Threats•Big number of
competitors•The fast turnover
of “fads” once a new product comes along
![Page 8: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/8.jpg)
Strategic Direction
![Page 9: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/9.jpg)
Strategic Direction• Serenitea has a lot of products
and are constanly developing new ones, basically the sheer number of choices and combinations are what makes it very successful among the youth
• Also the nature of the product (milk tea) will only be appealing to a certain age group – the school age group and young adults
• Therefore the group decided to penetrate the existing market with the existing products
![Page 10: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/10.jpg)
Goals• To be the first choice
of drinks among the youth
• To increase profit through brand advertising and publicity
• To increase promotions• To obtain customer
loyalty
![Page 11: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/11.jpg)
Objectives• Create advertisements and
billboards which will target the youth (facebook, twitter, TV)
• Tie ups with credit card companies (BDO, Citibank, etc)
• Create promos in Groupon / cash cash pinoy
• Develop a Loyalty card/ a planner/ merchandise
• Place stores near schools, parks and hip places where the youth gather
![Page 12: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/12.jpg)
Market Research
![Page 13: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/13.jpg)
Market Position and Competitive Study
![Page 14: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/14.jpg)
Target Market•Segmentation
![Page 15: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/15.jpg)
Consumer Insighting•Impact assessment
▫Innovator - Serenitea has helped spurn a milk tea fad and create the need for more milk tea branches
▫Products seen as a healthier equivalent of coffee in terms of the use and comfort that it provides
▫The variety of flavors and customization options has allowed customers to feel that their drink is their own
▫More branches that would make the product more reachable will receive a positive response from clients
![Page 16: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/16.jpg)
Consumer Insighting•Propensity Modeling
▫Since milk tea is essentially a fad, there is a chance that Serenitea will lose customers once the trend has subsided
▫Factors that will help keep up the trend Social marketing Groups of friends or colleagues Perception of other people that Serenitea is still
the better and tastier alternative Establishment of a cozier, more permanent
establishment that will allow customers to enjoy their drink
![Page 17: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/17.jpg)
Consumer Insighting•Most popular products
Milk tea Flavor Sinkers Food• Hokkaido• Okinawa• Nagoya• Wintermelon• Irish cream • Hazelnut
• Pearls• Pudding
• Chicken Chops• Pepper Tofu
![Page 18: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/18.jpg)
Consumer Insighting•Critical Lag
▫Purchase of products can be done individually or by bulk By bulk purchases are more common in
establishments near offices▫There is a short waiting time between the
purchase and the receipt of the drink Consumers are notified about the arrival of the
drink with a small device, allowing them to spend their time freely during the waiting period
![Page 19: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/19.jpg)
Branding: Brand DNA
![Page 20: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/20.jpg)
Branding: Brand PositioningFor the healthy individual, Serenitea is the
place-to-go for a healthy, tasty and refreshing way to experience tea. It’s unique use of a tea-espresso machine enables you to enjoy the true richness and flavors of this time-old drink. A modern twist to a historical drink!
![Page 21: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/21.jpg)
Value Proposition•Market
▫Upper and middleclass population•Value experience
▫Having an enriching, relaxing and healthy way of enjoying tea
•Offering▫Milk tea and snacks
![Page 22: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/22.jpg)
Value Proposition•Alternatives
▫Coffee, fruit juices, soda•Proof
▫Recent trend of making healthier, more organic choices
▫Increasing popularity of milk tea as the healthier and tastier alternative
![Page 23: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/23.jpg)
One Sentence Positioning Statement•For upper and middle class of all age
groups who are searching for a unique way to relax and enjoy tea, SERENITEA is the milk tea shop that provides innovative and quality milk tea that is both refreshing and relaxing at the same time, enabling its customers to achieve a sense of balance and relaxation.
23
![Page 24: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/24.jpg)
Pricing
![Page 25: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/25.jpg)
Placing and Distribution
![Page 26: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/26.jpg)
Communication Strategies (IMC)
![Page 27: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/27.jpg)
Other Important Moves (Optional)•Service Marketing•Global Marketing•Marketing Warfare•Blue Ocean
![Page 28: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/28.jpg)
Reflections
![Page 29: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/29.jpg)
Session 12• Special Topics
▫Service Marketing▫Global Marketing▫Marketing Warfare▫Blue Ocean
![Page 30: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/30.jpg)
Session 14•Research Presentation
![Page 31: Marketing Management Proposed Outline. Learning Objectives](https://reader036.vdocument.in/reader036/viewer/2022081517/5a4d1ad37f8b9ab059972147/html5/thumbnails/31.jpg)
Session 15•Executive Session – Marketing Forum