Multea Choice – Taiwanese milk tea brand. Founded in 2020, Multea Choice opened its first store in London, in 2021 opened in the United Kingdom. To date, it has opened 09 locations across the United Kingdom.
Introduction
✪ Project: Brand activation strategy
✪ Brand: Multea Choice, a franchised milk tea brand in the UK
✪ Field: F&B
Background
Multea Choice Manchester has been open for more than a year, but the number of customers in the area who know about the restaurant is still small, leading to sales not being as expected.
Communication activities have not been implemented to reach customers, nor have there been attractive promotional programs to stimulate demand.
Target
– Increase brand awareness, reach more customers
– Double current revenue by 2024
Brand Analysis
Competitors
| OHAYO TEA | Yifang Tea | Gong Cha – Manchester | |
| Product | – Product lines of milk tea, fresh milk, fruit tea, cheese tea, cakes,…
– Has its own Vegan Menu: Non-Dairy Milk,… – Mainly still selling milk tea, fresh milk with a variety of flavors: Black sugar, brown sugar, Matcha, Taro,… – Has seasonal products (Shiba Cake,…) => Diverse product portfolio, stable portfolio strategy (core products + seasonal) – Packaging: Quite similar to Multea, normal plastic cup packaging + printed logo => Packaging is not too outstanding or different |
– Product lines of milk tea, traditional tea, fruit tea, etc.
– Choose the level of ice, sugar, toppings, take away,… => Diverse product catalog |
– Product lines of milk tea, fresh milk, smoothies, coffee, tea, etc.
– Main products, top sellers: Milk tea, fresh milk – Various topping options: black and white pearls, strawberry, mango, red beans, oreo,… – Choose the level of ice and sugar => Diverse product catalog |
| Place | – 95 Princess St, Manchester M1 4HT, United Kingdom
~150m (compared to Multea choice) – Located in Manchester’s China town |
130 University Green, Manchester M13 9GP, United Kingdom ~1km (Compared to Multea choice) |
10 Wilmslow Road, Manchester, United Kingdom
~3.5km (Compared to Multea choice) |
| Price | – Milk tea
+Sz M: £3.9 – £5 +Sz L: £4.5 – £5.5 – Fruit tea + Size L: £5.2 – £5.7 – Cake: £4 – Toppings => Price in mid-range segment |
– Milk tea
+ Regular: £3.75 – £4.45 + Large: £3.95 – £4.65 – Tea + Regular: £2.95 – £4.05 + Large: £3.15 – £4.25 – Fruit tea + Regular: £4.15 – £4.55 + Large: £4.35 – £4.75 => Price in mid-low segment |
– Milk tea
+ Regular: £3.5 – £4.5 + Large: £4 – £5 – Smoothies: £4.5 – £5 – Fresh milk + Regular: £3.8- – £4.5 + Large: £4.3 – £5 – Toppings: £0.6 – £1.2 => Price in mid-low segment |
| Promotion | x | – Discount on specific time frames For example: 10% off for all selected drinks from 12-3pm every Monday to Friday |
x |
| Communication | – Website:
+ Simple and clear content: Introduction to the restaurant, Menu, contact, link to social networking sites, delivery party (Deliveroo – Food Delivery) – Facebook: + Diverse content: Funny, interesting daily stories revolving around employees, product introductions, etc. + Beautiful, neat videos and images + Some videos are viral, the rest have low interaction – Instagram: + Repost content on Facebook + Low interaction – PR: Appeared in the top list of milk tea shops in Manchester |
– No Facebook/ Instagram of the store – Facebook: Yifangtea.uk + Content: Discount program, product introduction,… + Neatly designed images + Low interaction – Instagram Yifangtea.uk + Content: Product introduction, incentive programs, promotions, discounts, stores,… + Average interaction – PR: Appeared in the top list of milk tea shops in Manchester |
– Facebook:
+ Simple content, mainly introducing products + Image: Self-taken, unprofessional + Almost no interaction – Instagram: + Repost content on Facebook + Almost no interaction – PR: Appeared in the top list of milk tea shops in Manchester |
| Strengths | – Top recommendations when searching for milk tea shops in Manchester
– Some interesting, viral content that creates good recognition – Neat image |
– There are many promotional activities and discounts to stimulate purchases at stores. | – Top recommendations when searching for milk tea shops in Manchester – High brand recognition, present in many countries |
| Weaknesses | – There are not many offline promotions and discounts at the store | – Communication activities are not too strong => Low awareness + customers do not know about discount and promotion programs |
– There are not many offline promotions and discounts at the store
– Communication activities have not been promoted yet |
Source of Growth
| Age | 20 – 40 |
| Gender | Female (60%), Male (40%) |
| Place of residence | Mainly live and work in Manchester, especially surrounding areas like Chinatown, where many Asians live and work |
| Occupation | – Office workers: Account for the majority of customers due to the location of the shop near many office buildings.
– Student – Freelancer …. |
| Income range | Average, stable income
(The average income of Manchester residents is £37,104 (GBP)/year, £18 (GBP)/hour) |
| Consumer insight | – Love novelty: This group of customers likes to experiment with new, diverse and unique milk tea flavors
– Health-conscious: Products may include low-sugar, preservative-free, or natural ingredient options – Like taking photos and sharing on social networks: The space of the shop needs to be beautiful, suitable for taking photos and sharing on Instagram, Facebook |
| Behavior | – Have a habit of gathering friends to go to coffee shops to chat and talk
– Regularly use social networking sites (Instagram, Facebook, X,..) to update daily life – Like promotions: discounts, points or gifts |
| Where to find this customer | Organize attractive activities at the point of sale to increase awareness
On social media: Facebook, Instagram, X, TikTok |
SWOT
| S | W |
| – Diverse product portfolio, suitable for a variety of customers.
– Good customer service, customers are satisfied when experiencing buying drinks at the store |
– New brand, not widely known
– No communication activities to reach customers – Few promotional programs to stimulate customer demand |
| O | T |
| – Good store location, convenient for attracting customers | – Competitors in the point of sale area are highly competitive because of the large number of beverage stores, good communication and customer attraction |
Strategy -> Brand Strategy, Marketing Strategy
Campaign
Phase 1 – Base: June 15, 2024 – September 15, 2024
Objective:
– Increase awareness towards local customers through online and offline brand communication activities.
– Increase sales through Activation activities.
Work:
– SEO Google Maps: Optimize the display of all information and images on Google Maps
– Content Marketing
– Digital Ads
– Brand Activation: Organizing events combined with promotional programs with the purpose of thanking customers and remarketing to potential customers
– Promotion: Promotion strategy according to incentive program for customers gathered at the store
Phase 2: September 15, 2024 – December 15, 2024
Objective:
– Continue to increase brand awareness, expand reach to potential customers.
– Strengthen Brand love with loyal customer base.
Work:
– Social Media: Expand TikTok and Twitter channels
– Content Marketing
– Digital Ads
– Promotion (Membership points, promotions on special occasions)
