KMC6203 MARKETING COMMUNICATION STRATEGIES TRIMESTER 1, 2023/2024 SESSION (T2410) ASSIGNMENT 1 (40%) SELECTED COMPANY: TEALIVE PREPARED BY: SECTION: FAC 1 PREPARED FOR: DR NURAFIQ INANI BINTI MAN STUDENT’S NAME STUDENT ID CHAN E JANE 1221303926 LIM BEI ERN 1221303200 MAHA CHAOUALI 1221302576 SEOW YA XUAN 1211101025
Introduction of The Company and Digital Platform Born in Malaysia in 2017, Tealive, owned by Loob Holding Sdn. Bhd and led by its CEO, Bryan Loohas, rapidly transformed from a local bubble tea brand to a regional powerhouse. With over 800 stores across ten countries, their meteoric rise is a testament to their strategic marketing approach. A key element in their success is their mastery of Instagram, where they've cultivated a dedicated community exceeding 337,000 followers. This impressive online presence isn't just a happy accident. Tealive leverages Instagram strategically, utilizing various features to captivate their audience. Engaging stories, eye-catching posts, interactive reels, and live streams all contribute to building brand awareness, driving engagement, and ultimately, boosting sales.
With an ambitious goal of reaching 1,000 stores by 2024, Tealive is poised for continued growth. Their strategic marketing approach, coupled with a strong brand image and a loyal customer base cultivated through platforms like Instagram, positions them as a major player in the global bubble tea market. This analysis delves deeper into the intricate workings of Tealive's marketing strategy, showcasing how they've strategically utilized various tools to achieve remarkable success.
The Company Marketing Strategy for The Brand Tealive, crowned champion in the category of "Best in eCommerce (Brands) – Food & Beverage" at the Asia eCommerce Awards 2020, has distinguished itself in the bubble tea market through a strategic and multifaceted marketing approach, including a significant emphasis on Instagram. This strategy revolves firstly around a deep understanding of their target audience – young adults aged 18-39. Identified by Vulcan Post (2023), this demographic prioritizes convenience and is highly tech-savvy, making online ordering options crucial. Additionally, they are socially conscious, seeking brands that align with their values and support local initiatives, as evidenced by Tealive's "OOH coffee activation" campaign (Marketing-Interactive, 2020).
Secondly, Tealive consistently pushes boundaries with innovative product offerings that cater to evolving consumer preferences. During the pandemic, their DIY bubble tea kit, selling out in days, exemplified their adaptability. They frequently introduce seasonal flavours, like the Cendol Latte, catering to local tastes and keeping the brand exciting. Additionally, collaborations like the KitKat series demonstrate their understanding of trends and willingness to experiment. Tealive Plus takes product innovation a step further: ● Premium ingredients: Tealive Plus prioritizes high-quality elements, potentially offering organic milk, fresh seasonal fruits, and artisanal toppings. ● Expanded menu: Beyond their core bubble tea selection, Tealive Plus might offer hot food, pastries, or exclusive beverage creations, catering to a wider range of desires. ● Limited-edition offerings: Tealive Plus has the potential to introduce exclusive creations available only at their premium stores, adding a sense of prestige and desirability. By continuously innovating, Tealive positions itself as a leader in the bubble tea market, staying ahead of the curve and attracting customers seeking exciting and unique experiences.
In addition ,Tealive's expansion strategy is a key driver of their success, aiming for regional and global dominance. Recent plans include entering Indonesia by the end of 2024 and announcing expansion into three new countries. Their ambitious goal of reaching 1,000 stores by 2024, with a regional focus, is evident in their presence across ten countries. Notably, their expansion into Cambodia, with a target of 25 outlets within five years, showcases their strategic growth plan and
ability to adapt to new markets. This successful penetration and commitment to local presence solidify Tealive's position as a regional player with a growing global footprint (marketing interactive ,2020). Moreover, Tealive's Instagram strategy plays a pivotal role in their marketing success. They create high-quality visual content that features their bubble tea flavors, toppings, and seasonal items. Each post is carefully composed to evoke sensory appeal, using vibrant colors and engaging angles to stimulate craving among their audience. ● Interactive Features: Tealive utilizes Instagram's interactive tools, like polls and quizzes, to involve customers in product development and gather feedback on flavors or toppings. Contests such as "Guess the Flavor" and "Caption This" challenge foster user-generated content, boosting engagement.
● Influencer Collaborations: Additionally, Tealive collaborates with influencers and celebrities, like Malaysian actress Neelofa, to launch limited-edition flavors that generate significant buzz. These influencer-hosted events and sponsored posts expand Tealive's reach, encouraging engagement and generating sales.
● Advertising and Promotions: Furthermore, the brand uses Instagram ads to target specific audience segments with visually compelling ads featuring calls to action, driving users to visit stores or order online. Targeted promotions, such as discounts and loyalty rewards, further incentivize customer engagement (Tinker Society, 2022)
● Performance Measurement: Tealive carefully monitors key metrics like engagement rates, impressions, click-through rates (CTR), and conversion rates to gauge campaign effectiveness. Instagram Insights and third-party tools assist them in refining future strategies and allocating marketing resources efficiently (Influencer Marketing Hub,2023). Furthermore, Tealive places a strong emphasis on customer satisfaction by launching collaborations and campaigns to keep consumers involved and excited. Their interactive campaigns leverage user-generated content and feedback, which strengthens customer loyalty and encourages word-of-mouth marketing.
Meanwhile, recognizing the shift towards digital commerce, Tealive invested heavily in digitalization and eCommerce, expanding their online presence and implementing contactless ordering systems. They also introduced virtual brands like Baskbear Coffee, which diversified their product offerings to meet changing customer habits. Hence, beyond their impressive online presence, Tealive strategically leverages brand partnerships to further amplify their reach and brand image. Collaborations with established names like Nestlé, featuring popular flavors incorporating KitKat and Milo, as well as Famous Amos, and Mamee demonstrate their understanding of how to tap into existing customer bases and gain wider recognition. Partnerships extend beyond food brands, with ventures like co-branded locations with Carsome and special promotions with Petronas showcasing their
ability to think outside the box. Also, Tealive partners with KidZania, a children's play center, in a unique way. Kids can pretend to run a Tealive store, learning about the business while having fun. This partnership introduces Tealive to a younger audience and supports KidZania's educational mission.
Finally, to adapt to evolving market needs, Tealive developed multi-skilled training modules that empower employees to master various beverage-making skills. In conclusion, Tealive's marketing strategy is rooted in innovation, customer focus, and digital adaptability. By continuously expanding into new markets, introducing innovative products, and engaging in digital marketing, Tealive remains a leading, forward-thinking brand in the competitive bubble tea market.
The Marketing Mix of The Brand Product Tealive, a popular bubble tea brand from Malaysia with over 800 outlets around the world (Aman, 2022), they offer a wide range of products focusing on bubble tea beverages with various flavours, toppings and customization options. According to their company website which is called Loob Holding (n.d.), it stated that they are not only providing beverages such as bubble tea and smoothies but also hand-crafted teas to coffee, which marked a big difference from other bubble tea brands that only offer pearl milk tea, as well as catering for more customers’ needs and preferences. Other than that, Tealive not only focuses on their signature product only but also constantly introducing new products and limited edition beverages to allow them to keep refreshing their product offerings and keep customers satisfied. Those limited edition beverages will create anticipation and excitement for the consumers as they will have no idea what Tealive will introduce next. For their new product at the end of February in 2024, they introduced the new Thai Milk Tea series, a refreshing concept that will be new to customers just like their tagline - “We’re bringing the Thai to you!”. The mega pearl series which was launched recently, with pearls that are many times larger than normal pearls, has attracted customers who are curious and also the boba lovers will tend to have a try and challenge it.
Beyond the beverages, Tealive also put their effort in expanding the product category which is the food category. According to Loob Holding (2020), Tealive 3.0 will introduce a delicious collaboration which is called Tealive Eats. Under this product category, they are now able to satisfy the customers’ hunger with a selection of hot snacks and finger foods. They also introduce Deli Bakes which is a fresh line of baked snacks and merchandise designed for today’s on-the-go lifestyle. This is due to the reason that Tealive has figured out that it is no longer solely about tea, it is the time to uniting individuals over delectable treats and convenience. Besides the beverages and foods they provided, they also launched the first strawless reusable bubble cup tea in Malaysia (Qua, 2020). This demonstrates their commitment to sustainability and environmental responsibility that fits current market demand, as well as attracting new customers who are drawn to brands with ethical practices. Tealive not only focuses on the launch and production of environmentally friendly cups, they also focus on the user’s experience. For instance, when the pearls are soaked in milk tea for a long time, it will make the texture of the pearls become softer and less chewy, so they designed to put the pearls in the upper layer of the cups which are separated from the milk. However, when drinking the milk tea at the same time, the customers are still able to drink the pearls and the milk tea together, without mixing them together.
Price Tealive implements various pricing strategies across its product line to effectively cater to customer preferences and market dynamics. Firstly, they have applied product-line pricing in setting their price for different products in its portfolio based on factors such as ingredients, complexity of preparation and customer demand. For example, Tealive’s products such as Original Milk Tea and Class Roasted Milk Tea which cost only RM 8.10, may be priced lower in order to attract more customers, while a premium or speciality drink with a unique flavour or additional ingredients like Hazelnut Coco and Belgian Lotus Biscoff Smoothies which cost RM 12.90, may be priced higher to reflect its perceived value (Tealive, 2024). Not only that, but pricing is set through large, small or hot beverage cups. By segmenting the product line based on price tiers, Tealive can meet the needs of different customer segments while maximising revenue from each product category. Tealive also places a strong emphasis on the value proposition of its products, ensuring that customers perceive the quality and satisfaction of these products to be superior to their price. This value-based pricing strategy focuses on communicating the benefits and features of Tealive's beverages and snacks, such as fresh ingredients, customisable options and innovative flavours. For example, in this health-conscious era, Tealive has launched a new range with a fruit theme, which is just the thing to satisfy the customer's need for healthier products and to show them that value outweighs price. So they are more willing to pay that for their health. By
effectively communicating the value of its products, Tealive can justify its prices and maintain customer loyalty even in the face of competition. Besides that, Tealive offers bundle pricing options to encourage larger purchases and increase the average transaction value. These bundle deals typically combine multiple items, such as beverages and snacks, at a discounted price compared to purchasing each item individually. By offering bundle deals, Tealive encourages customers to try complementary products and increase their overall spend. This strategy not only improves customer satisfaction by providing better value, but also helps increase the company's sales and revenue. For example, on the 3rd of March, the 4th of April, the numerical day of each month with the same date, Tealive celebrates the day with this strategy of bundle sales, which not only allows customers to try the new products of the month, but also encourage the customers to buy more quantities at a lower price. Although this will influence the lower profit margin of the day but at the same time it will also provide big help to the total sales.
Place Tealive, which owns over 800 outlets around the world, strategically diversifies its placement strategy to ensure accessibility and convenience for customers across various locations. Their traditional outlets can be found in shopping malls, urban centres and commercial complexes. These outlets provide a relaxed and comfortable environment for customers to enjoy the bubble tea experience, often with seating areas for socialising or studying. Additionally, the special positioning of Tealive that sets them apart from the competitors is their emphasis on convenience. Tealive Drive-Thru outlets offer customers the convenience of ordering their favourite foods and beverages without having to get out of their car. This strategy targets busy individuals, commuters and families on the go who value speed and convenience. Their Drive-Thru outlets are usually located in high traffic areas, such as main roads or motorways, making it easy for customers to buy their favourite drink without having to make a detour. Next, Tealive's presence at petrol station kiosks also takes advantage of the high customer population at these locations, attracting customers who may be refuelling or making a quick stop for snacks and refreshments. They collaborated with Petronas Dagangan Bhd (PetDag) in launching some new Tealive kiosks at the store of Petronas fuel station which is called Kedai Mesra (The Malaysian Reserve, 2019). This expansion allows Loob Holding to consolidate Tealive's leadership position in the Malaysian artisanal tea segment and also extends Tealive's reach beyond the Klang Valley to suburban communities and other states, providing employment opportunities and modernising the tea culture nationwide. This placement strategy capitalises on the convenience of petrol stations as frequent stopping points for drivers, commuters and travellers. Promotion Tealive builds strategic partnerships and collaborations with other brands or organisations to enhance its promotional efforts. By partnering with complementary organisations, Tealive expands its reach and develops a new customer base. These collaborations often involve joint marketing campaigns, co-branded promotions or exclusive offers while engaging Tealive's and its partners' customer base. For example, Tealive has partnered with a beverage company that Malaysians have grown up drinking, which is Nestle’s Milo, to launch the Milo series of
products named Coco-Xtreme (Nestle Professional, 2023). It combines Milo powder with Tealive’s signature flavour of toppings which are the pearls and pudding. This not only gives customers a sense of intimacy like going back to their childhood, but also taps into the market that enjoys Nestle's products in order to expand the customer base in between Nestle and Tealive. Subsequently, Tealive also implements a referral program that encourages the consumers to register new accounts in their application and refer friends and family by giving rewards to them. Throughout this program, the existing customers can be rewarded with some special freebies or discounts for every successful referral they make. This not only encourages customer loyalty, but also helps Tealive gain new customers through word-of-mouth marketing. The referral programme creates a win-win situation where both new and existing customers benefit from working with the brand. Not only that, but when those customers who successfully refer their friends get a discount voucher, it can also motivate them to buy Tealive products in order to use up that coupon.
Last but not least, Tealive often collaborates with other companies to launch new products and campaigns to promote greater consumer interaction. For example, Tealive has partnered with a hair product company called Sunsilk to organise ‘snap’ competitions on social media platforms to encourage users to generate content, spark their imagination and engage with their audience. These contests typically prompt customers to share photos of themselves enjoying Tealive beverages or participating in themed challenges, such as creative cup designs or seasonal themes. Participants will receive prizes, discounts or featured recognition on Tealive's social media channels. These contests or activities not only promote community engagement, but also generate user-generated content that increases brand awareness and authenticity. At the same time, the massive exposure on social media will also benefit both partner companies.
The Marketing Communication Strategies via Situational Analysis Situational analysis looks at all relevant aspects of an enterprise from an internal business management perspective as well as from an external market-related perspective. It is a strategic tool that is used in marketing to review an enterprise’s current situation, strengths and weaknesses, opportunities and threats. It serves as the foundation for concept development and as a means of being ready to bring on new corporate clients in the marketing industry (Bollig, 2023) . Hence, by this approach, we will be observing Tealive marketing strategies, particularly on the marketing communications part in response to the evolving beverage landscape brought about by shifting consumer preferences, competitive landscape and SWOT Analysis. Firstly, the market analysis of the Tealive company itself and its brand positioning. In the bubble tea industry, Tealive has made a name for itself by competing against major brands like Gong Cha, Koi, and Chatime. Its youthful marketing, personalised options, and creative flavourings appeal to a younger audience. Although the bubble tea industry has experienced tremendous growth in recent years. But in reality, bubble tea vendors and manufacturers have responded to consumer demands for healthier options by expanding their assortment of ingredients and offering more customisation options (WTN Editor, 2023). Hence, Tealive has found more innovative and creative ways to cater the target audience’s needs and this is where customisation and personalisation have grown to be popular trends. TeaLive always seeks to serve health-conscious audiences in keeping with a global movement in consciousness and conduct. The first company on the market to introduce "On the Go" health enhancers was TeaLive. Customers can select any drink on the menu and top up on collagen, antioxidants, energy, or vegetable fibre with TeaLive Plus, which fits perfectly to the consumer trends right now (Chung, 2018). In light of this strategy, their social media had called upon the health awareness among the public by launching free VIT-C top up for Tealive drinks and other health relevant content. Naturally, there are also the adjustable sugar levels. This is a development over the earlier standardised model. It helps satisfy customers who are watching their intake of refined sugar while still granting them control.
Next up we have situational analysis on the competitive landscape. In order to gain market share, both new and established competitors in the bubble tea industry are continuously innovating. In addition to competing bubble tea companies, local beverage stores and coffee chains that expand their product lines also pose a threat to Tealive. With that, Tealive has leveraged its digital presence for marketing, promotions, customer interaction, and most importantly- grabs the public attention by regularly launching new products on social media. As Tealive is well-known for its interesting, localised, diversified and innovative flavours, it will help maintain this particular unique selling point (USP) through the digital presence.
In addition, Tealive had high sensitivity to the latest trend which enabled them to stand up among competitors to always maintain high discussion among bubble-tea consumers. For instance, during the hot wind of the Barbie movie in Malaysia, various companies or businesses had profusely come up with pink-related menus and products. But coming down to the bubble tea sector, Tealive reacted quickly by introducing the 3 pink colour drinks that Tealive currently offered in their menu, boosting audience interaction by giving out free Barbie Premiere Movie Tickets and many more. This is why Tealive stood a distinct position among the bubble-tea industry as it never missed any branding opportunities through marketing communication strategies.
Coming down observing Tealive with SWOT Analysis review. Strengths Tealive’s Strength is undeniable their focus on distinctive flavours. Tealive has a competitive edge thanks to its wide variety of distinctive bubble tea flavours, which appeal to customers who are trend-setters and daring. Secondly, Tealive had a strong base of loyal customers. For years they devoted a following of customers who value its constant quality, attentive customer care, and interesting promotions. Thirdly, the innovative technology that Tealive equipped is one of their biggest support. To improve customer convenience and streamline operations, Tealive has included cutting-edge technological solutions like digital payment choices, loyalty programmes, and mobile ordering apps. According to this situational analysis, without any further economic obstacles and major shifting in the market, Tealive can continue with generating excitement and draw in daring consumers through the current marketing communication strategies. Emphasise Tealive's distinctive and varied flavours in targeted marketing efforts by highlighting taste tests, temporary incentives, and partnerships with food bloggers or influencers. Moreover, in order to increase brand loyalty and promote repeat business, fortify the loyalty programme by providing exclusive incentives, tailored offers, and early access to new flavours or promotions for devoted consumers. Weakness Coming down to weakness, as Tealive had reached its global expansion by having approximately 1,000 Tealive locations worldwide; presence in the Philippines, Vietnam, Myanmar, Australia, Cambodia, Brunei, Mauritius, and Canada. In Malaysia, Tealive is serving more than five million customers monthly. Therefore, a huge number of workforce and training are needed to ensure the quality of the worldwide meet the same standards. It is an obstacle for Tealive as it is hard to ensure each foreign outlet has the exact high and successful market position in Malaysia. Without proper management and local guidance, it takes extra effort to mark territory in that particular country to compete with their local bubble-tea company. Heavy dependence on foreign trends makes Tealive cleverly utilise their emotional brand storytelling to solve these problems. Tealive shares genuine brand stories, values, and social causes that align with their customers' goals and beliefs to emotionally connect with them. Employ narrative techniques in marketing
efforts to foster empathy, establish rapport, and set Tealive apart from rivals. Furthermore, when expanding internationally, Tealive will adjust promotional strategies, product offerings, and marketing messaging to the unique tastes and cultural quirks of that particular country. Tealive will also conduct market research through digital platforms to understand local tastes, trends, and competitive landscape, but at the same time, ensure brand consistency of Tealive in each country. Opportunities Tealive being a mature company still had limitless potential for its development. Tealive possesses a noteworthy prospect to extend its market penetration beyond its present geographic boundaries, by entering unexplored territories and blending other sources of income. Through comprehensive market research and the creation of a focused market entry plan, Tealive may pinpoint possible markets, form alliances with nearby companies, and tailor products to suit particular customer preferences. Additionally, Tealive can continue to launch a new range of herbal or low-sugar choices, appealing to health-conscious consumers and boosting brand recognition by capitalising on the growing trend towards healthier beverages. Campaigns for health and wellbeing should also be organised. For instance, create and advertise plant-based, lower-sugar, and healthier beverage options to keep up with customer preferences for wellbeing (Mohamad, 2020). In marketing initiatives, emphasise the usage of natural components and
nutritional benefits. Tealive will be able to reach a larger audience, increase consumer interaction by concurrently putting into practice a strong digital marketing plan that includes social media marketing, content creation, and data analytics. Strategic alliances with influencers or other businesses can also increase brand awareness, open up new avenues for distribution, and boost sales. These comprehensive strategies set Tealive up for long-term success in the cutthroat beverage sector by meeting consumer demands, market trends, and the company's growth goals. Threats Tealive's operating environment presents a number of dangers. First off, there is a lot of established competition in the beverage business, along with a steady stream of new players entering the market. Tealive's market share is under threat from this competitive environment, and in order to stay in its current position, it must strategically differentiate itself. Second, modifications to regulations in the food and beverage sector may have a big effect on business operations and raise expenses. Risks must be reduced by quickly and effectively adapting to these developments. Thirdly, Tealive's sales and revenue may be directly impacted by economic factors that alter consumer spending patterns or discretionary spending on drinks and eating out. These issues include recessions and shifts in the economy. Tealive can use a variety of marketing communication techniques to counter these threats. First, in a competitive market, standing out
can be achieved by concentrating on brand differentiation and distinctive value propositions. To draw in discerning clients, this can entail showcasing expensive ingredients, distinctive flavours, or sustainability projects. Second, it's critical to remain aware of and proactive about regulatory changes in order to ensure compliance and, when appropriate, advocate for favourable regulations. Thirdly, Tealive may keep customers loyal and sales volumes high by using flexible pricing methods or providing value-added promotions during economic downturns. Additionally, to accommodate different customer budgets, product offers can be diversified to include more reasonably priced options without sacrificing quality. In a nutshell, digital interaction, an emphasis on health and wellbeing, localised marketing, customer connection, and emotional branding are all included in Tealive's marketing communication strategy. With a thorough situational analysis, Tealive aims to create sustainable success in the competitive beverage business by strengthening brand positioning, fostering customer loyalty, and aligning these strategies with developing consumer trends and market dynamics.
Major Competitors of The Product Bubble tea industry, which is a highly competitive market in Malaysia. Although Tealives have made lots of achievements, they will also find themselves surrounded by formidable competitors such as Mixue and Chagee, vying for a slice of the market pie with their unique strategies and products. Mixue, a well known brand in China that almost everyone knows, with more than 22,000 outlets globally and aroused consumer curiosity when it first landed in Malaysia. Mixue is well-known for its cost, convenience, and excellent marketing campaigns as they provide an attractive deal to price-conscious customers. They establish prices with the purpose of being both reasonable and a big volume of beverage, which attracts a large number of customers in the process. This is because their prices may be affordable enough that buyers do not have to worry too much and can simply close their eyes and buy. For instance, their most popular product which is Fresh-Squeezed Lemonade that only costs RM 2.90, and their most expensive beverage which is named Coconut Jelly Milk Tea only costs RM 6.50 (Tan, 2022). Based on the fact that their price-focused market is very similar to Tealive's, however, by the price, it can be seen that Mixue does win in the price-focused market over Tealive's market and most likely forces non-Muslims amongst Tealive's customers. Despite its low cost and widespread appeal, Mixue's products lack halal certification, limiting their appeal to non-Muslim clients. As a result, Mixue's consumer base only consists of non-Muslims. While Mixue's beverages may be a pleasant treat for many individuals, those with more refined tastes may find that they lack a unique texture or depth of flavour (Tan, 2022).
- In contrast to Mixue, Chagee which is also known as BAWANGCHAJI has won acclaim as a Tealive competitor with a premium edge, offering a range of premium tea beverages. Chagee's focus on quality has been recognised by its Halal certification from the Islamic Development Department of Malaysia (JAKIM) (Selvam, 2023), underlining its commitment to catering to the preferences of a diverse range of consumers, including Muslim customers. This certification demonstrates Chagee's adherence to Islamic dietary requirements, making it a trusted choice for Muslim consumers seeking Halal-certified refreshments. While Chagee's prices may be higher than comparable products, its Halal certification and premium products resonate with consumers who value quality and authenticity. With their own organic orchards in Lincang and Yunnan, they are also certified organic by China, Japan, the United States, and European countries, as well as awarded as “The Largest Organic Oolong Tea Farm in the World” (CHAGEE, n.d.). Compared to Tealive, this forms a sharp contrast such as the grade of products and raw materials, which will make Tealive have a huge sense of crisis. In addition, Chagee will also actively engage its audience through innovative initiatives such as the ‘Chagee Tear Cup’ campaign to foster brand loyalty and enhance the overall customer experience. In the competitive landscape of the Malaysian bubble tea market, Tealive must navigate the delicate dynamics of Mixue, which appeals to budget-conscious consumers looking for affordability and convenience, and Chagee, which caters to a wider audience with its premium products and halal certification. To gain a foothold in the marketplace, it is vital that Tealive
understands and meets the changing preferences and needs of consumers. As such, the emergence of Mixue and Chagee not only presents a challenge for Tealive, but also an opportunity for Tealive to innovate, differentiate and consolidate its position as the leader in Malaysia's buzzing bubble tea segment. The Effectiveness of A Marketing Communication Strategy Implemented by The Brand Tealive's marketing communication strategy aims to effectively reach and engage its target audience to promote its brand and products. Tealive implements a multi-channel approach, including social media platforms, traditional advertising channels, and in-store promotions to ensure that the brand's message is delivered to consumers within a range of touchpoints, boosting visibility and generating interest among consumers. It is crucial for its success in the highly competitive market and hinges on several key metrics. Tealive focuses on creating compelling content for a variety of social media platforms. As mentioned before, Tealive effectively grasps its target audience's attention and develops meaningful connections with its consumers by using eye-catching visuals, engaging videos, and interactive storytelling. Tealive also creates entertaining content that not only shows its products and promotions, but also fosters a lifestyle brand image that caters to consumers' interests and desires. It maintains a strong presence in the minds of consumers by regularly showcasing fresh, engaging contents that captures their curiosity and motivates them to engage. Hence, Tealive should invest time to stay in touch with shifting customer needs even while doing business-to-business marketing and think you already know your customers very well. Besides, avoid using an inside-out approach which does not invest sufficient resources in researching and analysing customers (Dragilev, 2022b). Moreover, Tealive sets apart itself in the competitive beverage industry by defining a clear and compelling Unique Selling Proposition (USP). A clear USP will ensure brand messaging is clear, consistent and recognizable. By doing a SWOT analysis of Tealive from the viewpoint of the target audience will help to frame the USP as well (Dragilev, 2022b). Tealive stands out by offering a wide variety of innovative flavours, customizable options, unique add-ons for customers purchasing a refreshing and tasty beverage. By constantly introducing new and
exciting combinations, Tealive has created a distinct USP centered around flavour experimentation and personalization (bakedtobusiness, 2023). Tealive's USP is consistently communicated through its marketing communications channels, effectively presenting it as a preferred destination for consumers looking for great-tasting and customised beverages that suit their unique preferences and lifestyles. Tealive's precise messaging helped it stand out from competitors and establish its brand image in the minds of customers.
Conclusion In summary, Tealive's digital platform leverages the use of a wide range of social media and online platforms to effectively interact with its customers. Tealive has established a multifaceted strategy for marketing to increase brand influence and attract various consumer groups, with a focus on innovation and customer-centricity. Tealive's marketing mix is extensive, including new product launch, development into the food industry, and creative environmental activities. Tealive keeps customers engaged and excited by continually expanding its product offerings with limited edition beverages such as the Thai Milk Tea series and the Mega Pearl series. Furthermore, the introduction of Tealive Eats and Deli Bakes underlines the brand's dedication to diversification and adapting to changing consumer tastes. Furthermore, Tealive's commitment to sustainability, as demonstrated by its introduction of Malaysia's first strawless reusable bubble cup tea, not only meets market expectations but also attracts environmentally friendly customers. Tealive enhances its consumer reach and engagement through effective pricing tactics, placement in a variety of places such as drive-thru outlets and petrol kiosks, and promotional initiatives. For example, partnerships, referral programmes, and promotional activities. Tealive's shifted marketing strategy demonstrates its flexibility, creativity, and devotion to customer satisfaction in Malaysia's competitive beverage industry. Through a comprehensive situational analysis, Tealive has identified key strengths, such as its focus on distinctive flavours, loyal customer base, and innovative technology adoption, while acknowledging weaknesses, such as the necessary for personnel management in worldwide expansion. By matching these tactics with changing consumer trends and market realities, Tealive positions itself for long-term growth and resilience in the face of challenges and competition. Despite its market leadership, Tealive faces severe competition from large companies like Mixue and Chagee. Mixue is popular among sophisticated customers seeking a one-of-a-kind bubble tea experience, especially for its inventive flavours and excellent ingredients. In contrast, Chagee positions itself as a health-conscious alternative, offering organic and natural ingredients in its drinks. To maintain a competitive advantage, Tealive must continue to innovate and differentiate its products while also modifying to shifting consumer preferences. Last but not least, the effectiveness of Tealive's marketing communication strategy lies in its ability to connect with consumers on multiple levels, deliver compelling content, foster engagement and interaction, and adapt to changing
consumer preferences and market trends. By executing a well-rounded and strategic approach to marketing communication, Tealive can effectively differentiate itself from competitors, build brand loyalty, and drive sustainable growth. Tealive maintains its market position while adapting to changing consumer preferences and market trends by leveraging its digital platform, expanding its product offerings, and establishing meaningful interactions with customers.
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Mohamad, B. N. A. (2020, April 14). Tealive, Safi kick off health, beauty partnership. Malaysian Franchise Association. https://www.mfa.org.my/tealive-safi-kick-off-health-beauty-partnership/ Chung, E. (2018, May 10). TeaLive introduces collagen boosters and 3 other Add-Ons to level up your bubble tea. SAYS. https://says.com/my/lifestyle/tealive-plus