qwertyuiopasdfghjklzxcvbnmqwertyui opasdfghjklzxcvbnmqwertyuiopasdfgh jklzxcvbnmqwertyuiopasdfghjklzxcvb nmqwertyuiopasdfghjklzxcvbnmqwer tyuiopasdfghjklzxcvbnmqwertyuiopas Marketing Management Term Project dfghjklzxcvbnmqwertyuiopasdfghjklzx August 23, 2012 cvbnmqwertyuiopasdfghjklzxcvbnmq Submitted

to: wertyuiopasdfghjklzxcvbnmqwertyuio Prof. Shazif Iqbal pasdfghjklzxcvbnmqwertyuiopasdfghj Submitted by: klzxcvbnmqwertyuiopasdfghjklzxcvbn Zoya Ehsan mqwertyuiopasdfghjklzxcvbnmqwerty Dania Saeed Sidra Javed Syed Uzair Laiq uiopasdfghjklzxcvbnmqwertyuiopasdf ghjklzxcvbnmqwertyuiopasdfghjklzxc vbnmqwertyuiopasdfghjklzxcvbnmrty uiopasdfghjklzxcvbnmqwertyuiopasdf ghjklzxcvbnmqwertyuiopasdfghjklzxc

Table

Acknowledgement:

As being students of BBA, of Institute of management and sciences, University Campus, it was targeted task to create a project of new product development as in Bubble Tea for Coca-Cola Company. In this task we need to explain its hurdles and solutions. But with the blessings of Allah Almighty, we have become able to perform with the help of following persons.

First of all we are thankful to our respected teacher Prof. Shazif Iqbal who has provided us sufficient knowledge of marketing that knowledge guided us throughout the making of the plan. Our Prof. Shazif Iqbal was the main source without his guidance we were unable to perform our task.

Along with that, the Marketing Executive Miss.Nida Ali and Javid Shah Area Sales Manager of Coca-Cola also helped us a lot. They give us possible information which is needed for our task and hence because of all of them we are able to accomplish this task. We all are very thank full to you all.

Sincerely, Zoya Ehsan Dania Saeed Sidra Javed Syed Uzair Laiq

Coca-Cola Introduction
The company's headquarter is in Atlanta, Georgia, United States. The Coca-Cola Company (NYSE: KO) is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day. Its current chairman and chief executive is Muhtar Kent. Coca-Cola acquired Minute Maid in 1960. The company is in the non-alcoholic beverage market. The business is vending machines that supply single units to supermarket multipacks. The company has a huge product line such as non-alcoholic drinks, juices, water etc. they create a separate name for the specific brand for example for juices its Minute Maid. As the growing market the business tries to focus on new product development in the form of Bubble Tea. The company also enjoys profitability. They focus on internal recruitment, training to their employees when needed. The company achieves its intended objectives from its efficient service and effective quality product and timely availability. In this feasibility report we mention their new product development program from now onwards this product is discussed in detail starting from attributes as in features of product, its pricing, its placement and promotion too. It also explains their minor and major strategies of STP.

Bubble tea
''Bubble teas are generally of two distinct types: fruit-flavored teas, and milk teas. However, some shops offer hybrid "fruit milk teas." Most milk teas include powdered dairy or non-dairy creamers, but some shops also offer fresh milk as an alternative. Other varieties are 100% crushed-fruit smoothies with tapioca pearls and signature ice cream shakes made from local ice cream sources.'' www.wikipedia.com In a market that has become increasingly saturated with beverage chains there is always an opening for something unique and independent from competitors. Bubble tea is no longer a dangerous and risky business venture, but an established and globally successful product that offers a high profit with low production costs. On average a bubble tea shop will sell an estimated 150-350 cups a day with a potential to sell 500-1000 cups in a business savvy location. In the UK, most bubble tea shops will charge between 3.00-3.80 GBP for one serving, with the costs in America ranging from $3.00-$3.50 USD.

According to online-Research:
A girl in Canada expressed that when Bubble Tea was first introduced, "there were a few shops that offered the drink. Within 5 years, there is more than one shop that sells the drinks on every block in Richmond, within 5 to 10 km of each other. People actually build bubble tea places!" Another Bubble Tea lover described the Bubble Tea fad as "the McChildren's drink of the decade!" As a UK supplier and a careful observer of the bubble tea industry, there is still plenty of room for bubble tea in the UK. As it is still relatively new to the mainstream consumers here, with the right advertising and marketing Coca-Cola have the potential to open up a whole new drinking experience for customers to convert to. What started out as a tea stand in Taiwan, has expanded to Hong Kong, North America, Canada, Los Angeles, New Jersey, Hawaii, and much more. Some may think that bubble tea may just be a fad that will come and go, but it's been in existence for almost 2 decades now.

Coca- Cola Bubble Tea mission is to have you dancing with the tapioca's once you become a success and the competitive advantage is that the drink survivors the purpose of non-alcoholic parties.

Bubble Tea Segmentation:

The bubble tea of Coca-Cola Company is for the people who want to enjoy on parties such as bachelor's party, prom-night, night-outs and many others with a non-alcoholic drink. The focused social class for bubble tea is Upper and Upper middle class. These all belongs to innovators category. Therefore the most suitable segmentation for bubble tea is Niche Segmentation. The purpose of selecting this segmentation is that company is focusing on bubble tea mission and its competitive advantage. The segmentation is derived from the demographic, geographic, buying behavioral and psychographic pattern.

Bubble Tea targeting:

As Coca- Cola Company is based on the principle of fast moving consumer goods maker and they also give different market offering to different segments so, they focus on ''Selective Specialization'' pattern of targeting selection. For Bubble tea company initial purposed market is 'local Market'. The reasons are as follow: 1. The coca-cola company first goes for 'Simulated Test Market'. In 'Simulated Test Market' company test the product on different levels. For example for Minute Maid lemon they did Quantitative research, from participants in a test sample of their owner employees, distributors then sampled consumers who physically live with the test product for a period of days. 2. The coca-cola company attention is to satisfy consumers. For that matter, they focused on one specific market area, which is likely to result in marketing campaigns being far more time and cost efficient. 3. The potential customers of our product are described in following 1. 2. 3. 4. 5. 6. 7. Demographics Age: 18 onwards Gender: male/female Class: Upper and Upper middle class Life style Students and working class Knowledge of the product

4. Coca-Cola target is to meets specific consumer wants of the specific segment. To enjoy customer satisfaction. 5. By differentiating yourself from your competitors, prospective customers are less likely to focus on price as the key issue, thus enhancing companies profit margins

Other influencing factors for Bubble Tea:

Packaging also refers to the process of design, evaluation, and production of packages. www.wikipedia.com The Coca Cola Company pays much on packaging and labeling for that matter we have to work on Bubble tea as well. For bubble tea packaging is Tin like coca-cola and diet cola has already in the market. People response towards tin drink is quite excellent. On average almost 175 to 225 tin sale is possible on a single day from diamond stores only. Along with that, the labeling of Bubble Tea is of indigo color tin and the written stuff is must be of silver as diet coke has. Due to the launch in fall season the color give excitement to our customers because fall season already omit the colors from the environment. Along with this, the company has some dimension as regulation for the packaging and labeling which are as follow: a) b) c) d) e) Prohibition on Cartel Activity Artwork, Labeling and Intellectual Property Authorization Process and Technical Criteria/Quality Assurance for Drinkwater Patent License Terms for Suppliers And so on.

As Coca Cola owned plants for manufacturing purpose so in case of Bubble Tea the company also install its machine. There are a few pieces of essential equipment for a making bubble tea like the professionals. 1) Bubble Tea Sealing Machine 2) Bubble Tea Shaking Machine 3) Commercial Grade Blender All these can be install within the organization and it will reduce the cost as company basic aim is to minis the cost and maximize the profits. Bubble tea outsourcing is costly then installation for coca- cola. The general sales tax also applied so it's better to install these machines. As the company has tin maker machine (diet coke and coca cola) so it's easy to utilize those tin here in bubble tea machinery as well. This would lead towards innovation while developing a new product and also highlight the factor of operating latest technology in the development of product.

Product buying:
The product buying is based on impulse because this products works on the principle of 'innovation' so emotional buying pattern is used. The bubble tea is for customize people so it is not a regular shopping item. It is generically lies in convenience good but the perfect definition of Bubble tea is 'Impulse goods' as consumer did not need to plan earlier for buying.

Purchasing decision:
The purchasing decision can be a initiator, can be influencer, can be decider, can be buyer, can be user. For example someone came to the shop for buying grocery the client saw the product and buy it then he or she must be consider as initiator whereas if someone goes to caf and order Bubble tea then he or she is a user. So, initiator can be a user as well and vise versa. But the defined strategy clearly classifies the segmented or targeted group.

Use later:
Other than these figures the success factors include: 1. Launch of a new product 2. Product which is only a onetime cost 3. Less expense and more mileage than petrol 4. High quality oriented product with customized after sales service 5. Strong brand image The average bubble tea shop serves between 150-300 bubble teas per day. A shop with a good location can serve between 500-1000+ bubble tea drinks per day. Bubble tea can add an entirely new revenue source for your existing business while giving your business access to new (and loyal) customers
he location of a brand in relation to its competitors in some pre-definedspace. The space may be defined by criteria used by consumers, such as"value for money" or "age of consumer" etc.5 main factors that go into defining a brand position. 1. Brand Attributes What the brand delivers through features and benefits to consumers. 2. Consumer Expectations What consumers expect to receive from the brand. 3. Competitor attributes What the other brands in the market offer through features and benefits toconsumers. 4. Price An easily quantifiable factor Your prices vs. your competitors prices. 5. Consumer perceptions The perceived quality and value of your brand in consumers minds (i.e.,does your brand offer the cheap solution, the good value for the moneysolution, the high-end, high-price tag solution, etc.?) The CocaCola Company produce a range of beverages suited to differentages, stages, lifestyles and occasions. This includes soft drinks, diet drinks, juices and juice drinks, waters, energy drinks, sports drinks and cordials.As part of a healthy, varied and balanced diet and an active lifestyle, allproducts can be enjoyed by the majority of people.It is committed to helping customers select the product that is best suited totheir needs through the provision of detailed product information supportedby general advice on healthy eating, drinking and lifestyles.