It’ boba time
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1. It's Boba Time is a boba tea company founded in Taiwan that has expanded to California with 11 locations and plans to open 11 more. 2. Boba drinks combine sweetened tea and tapioca balls known as "boba" made from tapioca or cassava root. 3. The company wants to increase brand awareness through low-cost social media marketing that allows two-way communication and measuring feedback.
It’ boba time
- 1. It’s Boba Time Isares Eiamcharoenying (Golf) Natchaya Charnsakorn (Noon) Natthawan Saethea (Mina) Yatipat Takitthawon (View)
- 2. ● 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
- 3. ● 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?
- 4. ● 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
- 6. 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 Goal Benefit from Social Media BUSINESS CASE & SOCIAL MEDIA
- 7. Demographic Gender: Both Male & Female Age: 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
- 8. 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
- 9. 1. Facebook: Yes 2. Twitter: Yes 3. Instagram: Yes 4. Yelp: Yes 5. Youtube: Yes Research on social media sites where customers may be active LISTENING
- 11. ● 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
- 13. ● 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
- 14. • 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
- 15. ● 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
- 17. 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.
- 18. What SM channels and tools will be used?
- 19. 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
- 20. ● 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
- 21. MEME SHARE IDEAS
- 24. “Make the Fresh Christmas with Boba Time” https://www.youtube.com/watch?v=_tZGb4mW4q0
- 25. —General: Klout Facebook: Facebook insight Twitter: TweetReach YouTube: YouTube Analytics Intragram: Statigram Measurement Tools
- 26. Mina and Noon Maintain and monitor the campaign
- 27. Valentine Social Media Marketing Strategy & Roll Out Plan
- 28. Content Calendar
- 29. 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
- 30. 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
- 31. The amount of expected return (ROI) = (702,625 -269,165.50) / 269,165.50 ) x 100 = 161% ROI Return on Investment
- 32. ●Increasing brand awareness and sales ●Focusing more on Instagram and Twitter Summary & Recommendation
- 34. THANK YOU