MARKETING

PLAN

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 BUKIDNON STATE UNIVERSITY
Malaybalay City, Bukidnon 8700
Tel (088) 813-5661 to 5663; TeleFax (088) 813-2717, www.buksu.edu.ph

COLLEGE OF BUSINESS
Hospitality Management Department
1st Semester, S.Y. 2021`-2022

MARKETING PLAN FOR

THE GORGEOUS TEA
LOUNGE

Wendell Vincent R. Panis

Sharmen M. Otaza
Kriz Izabelle G. Miguel

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 November 2022

DIGITAL MARKETING PLAN

I. Executive Summary
II. Introduction
a. Goals and Objectives
b. Situational Analysis
i. External environment
ii. Internal environment
c. Competitive Advantage
d. Target Market
III. Marketing and Advertising Strategies
a. Goals and Objectives
b. Product Strategy
c. Pricing Strategy
d. Promotional Mix
e. Distribution Strategies
f. Time Table
IV. Appendices
a. Company Information
b. Website and/or Social Media Account
c. Story Board
d. Campaign Material or Campaign Ads
e. Contributors in Marketing Campaign

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 Executive Summary

Gorgeous Tea Lounge is a strong milk tea shop that aims to offer quality to our

customers at reasonable and fair prices. Our company targets students and young

professionals. As a newcomer to the milk tea market, it strives to create products that stand

out from the competition, offering satisfaction, quality taste and a new kind of milk tea.

Therefore, a taste that goes beyond the taste of milk tea and also contains alcoholic

beverages, a taste that the younger generation and new ones are addicted to taste, we

present Beerginitea and Teaquilla. Survive the milk tea trend as soon as it happens. A strong

competitor is now entering the market. At The Gorgeous, we've consolidated and reviewed

previous strategies to outperform and improve efficiency.

Beerginitea and Teaquilla as products bring consumers a new taste of innovative

milk tea. As a new product, bubble milk tea aims to raise awareness of customers' ignorance

through advertising, increase sales through new products, and establish a good reputation

in the milk tea industry.

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 Introduction

Milk tea or bubble tea has become famous nowadays because of its catchy color and

yummy flavors with a mixture of bobbas. It is a mixture of tea and milk then it depends on

the establishment what flavors they offer. The term "milk tea" refers to any tea drink with

milk added. It can be as simple as a splash of milk in a hot cup of tea, or it can be a complex

recipe including various ingredients, like the popular bubble tea.

Milk tea is one of the trends and most purchased beverage at the present. Milk tea is

popular not just because of its health benefits, but also because of its unique blend and taste,

no wonder why a lot of customers are being addicted to it. It is a combination of milk and

tea, which also comes up with different flavors and ingredients. There are variants where

customers can choose from.

New generations customers fell in love with this new trend of product. With that,

entrepreneurs consider this as a huge opportunity to raise income as well as develop a new

and unique product out of the original ones. Just like coffee shops, milk tea shops are good

venue for people hanging out, socializing, and spending their free time. The demand for

milk tea increased that caused a lot of entrepreneurs to enter the industry and open a milk

tea business. Milk tea business is a perfect example of a market structure called monopolistic

competition, a market structure where in the competition is very aggressive which leads for

different brands to compete for the consumers’ loyalty.

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Goals and Objective

This section contains the objectives of The Gorgeous Tea Lounge. Below are the

objectives that will help the business maintain a good performance:

1. To gain a brand awareness for future customers and target markets.

2. To maintain a good quality of products and services to customers.

3. To make sure that customer’s expectations are met.

4. To earn a good profit and extend product line.

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 Situational Analysis

This section presents a situational analysis of The Gorgeous Tea Lounge. This helps

the company identify the factors that are improving its performance in some way and gives

an overview of the industry's performance.

 Internal Factors

Strengths: Having a large selection of items, quick manufacturing, reasonable

prices, and convenience for customers like businesspeople and students. Its

interior design is Instagrammable too.

Weakness: Some prices may be overpriced due to intense competitions and

it’s building rent is pricy due to its location.

 External Factors

Opportunities: Product line expansion, improved marketing tactics, and new

product launches

Threats: New Competitors with new taste in the area that may catch the

attention of the customers.

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SWOT Analysis

Table 1. SWOT Analysis

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Competitive Advantages

The Gorgeous is a tea company founded for profit and aggressive

competition. However, in order to achieve this, you must ensure that your

business structure is correct. This is because it has a great impact on whether

you achieve your goals and objectives. Therefore, by creating the right

foundation, we want to attract competent and experienced employees who

are industry savvy and have the necessary experience to reach their goals. The

employees we are hiring understand our core values, what we stand for, and

are able to effectively communicate these to other employees and lower-level

employees. We have multiple employees in different positions because we

intend to manufacture, sell and supply tapioca milk tea and provide some

ingredients that people who make this milk tea themselves need. must be

assigned. Covers all products and services. We want to sell milk tea along

with alcoholic beverages here.

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Target Market

The target market of the products are all ages especially millennials who wants to

explore or join trend in tasting new flavors of refreshment that is budget-friendly that makes

easier for them to taste various of flavors without spending too much. Since Instagram-able

products is a trend now, we noticed that most of the customers are not only buying the

product for consuming but also the feature that the product offers is what they are looking

for.

Marketing and Advertising Strategies

Goals and Objectives

 To be able to give the clients a tranquil setting and an adventure

 To be able to determine the demands of the customer and to offer superior

service

 To earn good profit

 To provide quality products to customers

 To be able to satiate desires and demands for liquid refreshment

Product Strategy

The gorgeous offers appetizing, reliable, and customer meets expectation products
and services. Also serves new flavors that is not available in other establishments in the
locality.

Price Strategy

The product price is based on the ingredients used but still affordable and suits the
quality itself.

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Promotional Strategy

To increase sales and profits, promotional marketing tactics will be used. Using
digital advertising to promote and generate sales by putting discount offers, advertisements,
and posters on social media. They are also active on social media, where the majority of their
product and service information is already available. Furthermore, social media and
tarpaulins are used as part of their promotional strategy, particularly when they have new
goods to market. This is an extremely efficient method of promoting their products and
making The Gorgeous Tea Lounge enterprise well-known among the community. The
example discount, promotion, and sale posters that The Gorgeous Tea Lounge are below.

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Distribution Strategy

The business operates in its physical store and offers dine in, pick up, and delivery.

Time Schedule

Opens daily from 10:00 a.m to 6:30 p.m

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 Appendices
a. Company Information

Address: Phase 3, Stall #3, Kibawe Public Market, Kibawe, Bukidnon, Philippines.

Tagline: Your Beautea Hydrator “Sip Good. Look Good”

Logo:

Vision

Our aim is to give our consumers the finest possible experience with tea. The Gorgeous
aspires to carry on the tradition of offering healthy beverage alternatives and integrating
quality tea consumption into daily life. One cup at a time, we hope to alter how people
view and perceive tea.

Mission

Our goal is to offer our clients the best-tasting, new, and trendy teas for daily use. By
consistently offering the highest quality tea, experience, and customer service, The
Gorgeous keeps its promise.

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 b. Website and/or Social Media Account

Facebook: The Gorgeous

Instagram: @TheGorgeous

Twitter: @TheGorgeous

c. Storyboard
It all started as a nail salon lounge and extended the business by adding milk tea and
snacks in the establishment, you can still go to their nail salon and order at the same
time. After a year they have expanded their business to other municipalities due to
demands and now they currently have 4 branches and 2 of them were franchised.

d. Campaign Material or Campaign Ads

 Social Media
 Flyers
 Banners
e. Contributors in Marketing Campaign
 Business Owners and Company, Freelance artists within the locality.

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