It’s Boba Time

Isares Eiamcharoenying (Golf)Natchaya Charnsakorn (Noon)Natthawan Saethea (Mina)Yatipat Takitthawon (View)

● Beverage industry

● Provides a variety of sweeten drinks

● The first mover in California since 2003

● Located in CA with 11 stores and the upcoming of 11 outlets

COMPANY OVERVIEW

● It originated in Taiwan

● Combines of sweetened tea and boba

● Boba made from topioca or cassava root

● The boba is also called black pearl, topioca balls

WHAT IS BOBA DRINKS?

● We like to drink bubble tea

● When compared to other shops, it is more tasty

● American people like to have sweeten drinks

● The brand has potential growth

WHY IT’S BOBA TIME

YES!!!

CURRENT SOCIAL MEDIA

Some people do not know about the brand

To Increase Awareness

● Low cost when compared to traditional media● People spend more time using social media● Easy to measure feedback● Two way communication

Pain Point

The GoalBenefit from Social

Media

BUSINESS CASE & SOCIAL MEDIA

Demographic

Gender: Both Male & FemaleAge: 15 to 29 (Teenager, studying age, and young adults)Income: All over $24,000 annually (Based on minimum wage) Psychographic

Lifestyle: Active life, School, Work, and Social life, and highly

influenced by peer groups. Personality: Internationalism (Open-minded), and Sweet lover

TARGET CONSUMERS

Geographic

Region: Emphasis on urban and metropolitan areas in CA

Technographics

● Sharing experiences, checking in, and posting on Facebook, Twitter, and Instagram

● Searching delicious foods and drinks via Yelp

TARGET CONSUMERS

1. Facebook: Yes

2. Twitter: Yes

3. Instagram: Yes

4. Yelp: Yes5. Youtube: Yes

Research on social media sites where customers may be active

LISTENING

● Great place and even better boba. It's better than a lot of the other boba places.

● I think boba is amazing, I love the different flavors drinks and shaved ice.

● Taste awesome!! I drink boba everyday!!!!!!!!!● I love getting boba here , this is my favorite place to

get it . ● I love honestly almost every boba flavor here and it's

really hard to choose just one . ● Their service is fast and nice

● It makes me fat!!!● Too sweet. I don’t like it.● Too creamy and expensive.

Positive

Negative

COMPETITIVE ANALYSIS

● CoCo Fresh Tea & Juice was founded in Taiwan by Hung Chao-shui in 1997.

● They have over 1,000 branches in China, Hong Kong, Malaysia, Taiwan and USA.

● In 2011, they opened the market in New York, USA.

● In 2013, they entered to Los Angeles to open the first store.

CoCo Fresh Tea & Juice

• Honey boba is all about perfecting the honey boba. They use only fresh and high quality boba, it means their boba is made every 90 minutes in small batches, and any boba over 90 minutes is discarded.

• Now, Honey boba has 4 stores in California.

HONEY BOBA

● In 2008, the first Half and Half Tea House opened in the San Gabriel, Ca.

● Half and Half’s signature is “Hot Honey Boba”.

● Hot Honey Boba was first served at Half & Half’s first location in San Gabriel, Ca, USA.

● Half and Half Tea House grew rapidly from 2008-2011, and now they have 8 stores in California.

Half and Half Tea Express

Social Media Presence

Website ● Standard website’s Coco available

in several languages (Ch, Eng)● Layout website’s Coco is more

interesting● Design’s website’s Coco is more

colorful and also provide more information such as business opportunity and careers.

Facebook● Coco is more frequency

update the information on Facebook than Boba time..

It’s Boba Time VS COco.

What SM channels and tools will be used?

We launch the short videos include:

● “What is Boba?”● “It’s Summer Time”● “Make the New Fresh Year with Boba Time”

We entertain and educate the users by providing picture, animation, and news

To achieve the goal

● Start at Feb 2016 and window down at Jan 2017● Focus on important holiday and summer time

● Feb 1 - May 15 (FB, YouTube, Instagram, Twitter)● May 20 - Aug 26 (FB, YouTube, Instagram, Twitter,

Billboard)● Sep 2 - Nov 26 (FB, Instagram, Twitter)● Dec 2 - Jan 1 (FB, YouTube, Instagram, Twitter, Billboard)

Time Frame of Social Media Campaign

MEME

SHARE IDEAS

“What is Boba?”

https://www.youtube.com/watch?v=F5IlK8y-_go

“It’s Summer Time”

https://www.youtube.com/watch?v=8tVlrNIrJPM

“Make the Fresh Christmas with Boba Time”

https://www.youtube.com/watch?v=_tZGb4mW4q0

�General: Klout�Facebook: Facebook insight��Twitter: TweetReach��YouTube: YouTube Analytics��Intragram: Statigram

Measurement Tools

Mina and Noon

Maintain and monitor the campaign

Valentine

Social Media Marketing Strategy & Roll Out Plan

Content Calendar

Expense● Estimated commercial cost = $5,000/each (This campaign uses 3 commercials: This cost $15,000)

● Estimated banner pop-up costs = $770 ($70/each, 11 branches)

● Estimated measurement & promoting tools’ cost = $500 for Statigram, $1,188 for TweetReach, $600 for

Facebook insight (Total cost = $2,288)

● Staff for monitoring (Social media) cost = $40,320 (2 staff, $10 per day, 8 hour a day, 252 day a year)

● Estimated Materials & utilities cost = $210,787.50

Therefore, total cost = $(15,000 + 770 + 2,288+ 40,320+ 210,787.5) =$ 269,165.50

ROI Return on Investment

Revenue● Estimated Boba’s sales increase = 35 cups/day

● Price = $5/cup

● Branches = 11

In one year, this boba’s cafe will approximately get

$702,625

Therefore, Revenue for this campaign = $702,625

ROI Return on Investment

The amount of expected return (ROI) =(702,625 -269,165.50) / 269,165.50 ) x 100

= 161%

ROI Return on Investment

●Increasing brand awareness and sales

●Focusing more on Instagram and Twitter

Summary & Recommendation

Question & Answer

THANK YOU