Ben Benchmark Product - 07 chmark Price - 08 02 Fishbone Diagram - 03 Competitor Analysis - 04-05 Positioning Map - 06 Benchmark Promotion - 09-10 Survey Analysis - 11-12 Service Process - 13-15 People - 16 Physical - 17 Place - 18
Fishbone Diagram Customer Comments Analysis 03
Store/ Attributes Target Market Young adults, teenagers, children, workers, residents. Market Segmentation Arked Meranti, UTM 80200 Skudai, Johor Near to student hostel Age: 18-35 Low or middle income level. Tea and boba enthusiasts. L1-046, Sutera Mall, 81300 Skudai, Johor In mall Both male and female Age: 15-30 Shopping lifestyle Trend-conscious consumers Brand loyalty Taman Universiti, 81300 Skudai, Johor Near to UTM Age: 16-25 Hectic lifestyle people People who like promotions or to purchase on occasion period. Taman Sutera Utama, Skudai, 81300 JB, Johor In urban area. Age: 18-30 Income: Middle & High Gender: Male & Female Race: Vary of Race Need a healthy and fruit bubble tea drinks. Value Proposition Affordable price Halal product Strategic location Offers a diverse menu Emphasis on customization Engaging and vibrant store ambiance Quality and taste served Quickly served Food safety measured Selected tea leaves T20 experience Current Positioning Innovation, affordable, modernised, and environmentally friendly. Provide a valuable experience to its targeted customers. Trendy and innovative beverage Often positioned in or near shopping centers Taiwan Typical Milk Tea. Freshly handcrafted tapioca (Deerioca) Make own sugar cane syrup 04 Tealive, Arked Meranti UTM Coolblog, Sutera Mall Chatime, Taman U The Alley, Taman Sutera
Store/ Attributes Strength New innovative image. Affordable price Often launch a good marketing campaign. Innovative menu Brand image Strong focus on aesthetics and visual appeal Strategic store locations for maximum visibility Fast service. Have a good design interior. Unique tea, juice, and coffee. Always make a new promotion and discount. Unique Flavor Combinations Trendy Ambiance Strategic Location Weakness Lack choice of healthy drink. Using paper straw that affect taste of drink. Limited target audience Dependency on physical locations like shopping malls Limited brand recognition No Wi-Fi facility. Sometimes overload capacity High Price Point Limited Market Reach Dependency on Trends Opportunity Collaboration Tealive X UTM Often launch new flovour and innovative drink to target UTM students, staff. Expand the menu with limited-time offerings Develop new chain stores in other countries Incorporating health-conscious options Strategic location which help to boost daily profit for Chatime. Accepted by most general people because of familiar flavours. Tea Education and Tasting Events Technology Integration Threats New type of drink become the trends. Increasing awareness of healthy lifestyle. New beverage competitors in the shopping mall Changing consumer preferences Materials supply chain disruptions High competition from beverages brand especially those similar. Currently only in Asia market. Many new of bubble milk tea store Economic Downturn Health and Safety Concerns 05 Tealive, Arked Meranti UTM Coolblog, Sutera Mall Chatime, Taman U The Alley, Taman Sutera
Positioning Map Low Luxury Far from Campus Near from Campus Positioning Map: High Luxury Location vs Physical Luxury Positioning Map: Price vs Quality Low quality High quality Low price High price Positioning Map: Service vs Price Less Expensive Moderate Services High Services Expensive 06
Benchmark Product Core product Supplementary product Delivery process Tea-based drinks Smoothies & ice blended Milk Tea smoothies & non-tea-based Snack (cheezy popcorn) Waffle Cha time Merchandise Coffee series 07
Benchmark Price Price range RM 6.10- RM 13.10 RM 8.00- RM 13.60 RM 7.90- RM 13.90 RM 8.90- RM 16.90 Pricing strategy Product-line pricing 1. Customervalue based pricing 2. Product-line pricing 1. 2.Bundle pricing Penetration pricing 1. Psychological pricing (Charm pricing) 2. Premium pricing 1. Customervalue based pricing 2. Justification 1) set prices based on package volume and flavour. e.g: the price for the regular size differs from large size. 2) set price for new innovative products that fit the customers’ needs . e.g: launch fruit drinks or yogurt drinks to adapt healthy lifestyle trends. 1) set prices based on package volume and flavour. e.g: price of ice blended drink and smoothie is different. 2) For limited edition drink “Riuh dengan Oreo with Coolblog” : buy 2 get RM 15 exchange 1) price < market price to attract customers, penetrate in local market and survive. 2) applied this strategy on their products (RM9.90) to make customers think that the product is cheaper than RM 10.00. 1) either customers or them perceive the products are high quality as homemade sugar cane syrup and freshly handcrafted tapioca. 2) Price for customization e.g: starts from RM 15.90 and rise based on the ingredients used by customers. 08
Benchmark Promotion Target Audience Message Conveyance Communication Channels Communication Timing 09
Benchmark Promotion Examples of Promotions IMC Evaluation Clarity: Consistency: Effectiveness: Clarity: Consistency: Effectiveness: Clarity: Consistency: Effectiveness: Clarity: Consistency: Effectiveness: 10
EMPATHY MEAN E1. Tealive Arked Meranti employees give customers personal attention. 3.47 E2. Tealive Arked Meranti has customers' best interests at heart. 3.60 MEAN OF DIMENSION 3.53 Survey Analysis RELIABILITY MEAN R1. Tealive Arked Meranti employees provides its services at the time it promises to do so. 3.20 R2. When customers have problems, Tealive Arked Meranti employees are sympathetic. 3.27 R3. When customers have problems, Tealive Arked Meranti employees are reassuring. 3.47 R4. Tealive is accurate in its billing. 4.27 MEAN OF DIMENSION 3.55 RESPONSIVENESS MEAN RS2. Customers receive prompt service from Tealive Arked Meranti employees. 3.60 RS1. Tealive Arked Meranti employees tell customers exactly when services will be performed. 3.67 RS3. Tealive Arked Meranti employees are always willing to help customers. 3.93 MEAN OF DIMENSION 3.73 11
Low Rating (1.00 - 2.33) Moderate-Low Rating (2.34 - 2.99) Moderate-High Rating (3.00 - 3.67) High Rating (3.68 - 5.00) ASSURANCE MEAN A3. Tealive Arked Meranti employees are polite. 3.83 A2. Tealive Arked Meranti employees are knowledgeable. 3.97 A1. Customers feel safe in their interactions with the Tealive Arked Meranti employees. 4.23 MEAN OF DIMENSION 4.01 TANGIBLE MEAN T1. Tealive Arked Meranti has up-do-date equipment. 3.73 T2. Tealive Arked Meranti layout are visually appealing. 3.80 T3. Tealive Arked Meranti employees appear neat. 3.97 MEAN OF DIMENSION 3.83 CUSTOMER SATISFACTION MEAN I am overall satisfied with the services provided by Tealive Arked Meranti UTM. 3.83 MEAN OF DIMENSION 3.83 12 LOYALTY SURVEY MEAN Given my experience, I intend to visit Tealive Arked Meranti UTM in the future. 3.67 MEAN OF DIMENSION 3.67
ORDER M CONFIRMATION ENU PRESENTATION GREETING Script Greeting Time Script menu presentation Taking order Script order confirmation Clear signage Digital menu Promotion highlight W Service Process Time Line ACT 1 W W F R O N T - S T A G E Contact Person (Invisible actions) Line of Interaction Welcoming eye contact, Offering assistance Digital display, Verbal communication, Offer promition Verbal communication, Number display, Estimate wait time F Line of Visibility Greeting protocol, Pre-shift briefing, Visual cues Stock maintenance, Quality control, New recipes, Recipe testing Display integration, Order entry, Communication channel F IT Interaction Line of Interaction POS System Order printers Digital display Individual greeting Verbal greeting Store layout Ingrediant and equipment preparation Order communication Order receipt Verbal communication Order recounting 13 Sound and friendly tone voice Warm smile Order display Order number Service Standards and Scripts Physical Evidence Contact Person (Visible actions) Line of Intenal Physical Interaction Support Process B A C K - S T A G E
Script for seating W Time Order accurancy Script order preparation Service Process Time Line ACT 2 W F R O N T - S T A G E Service Standards and Scripts Contact Person (Invisible actions) F Line of Visibility F IT Interaction Line of Interaction POS System Process payment Payment option Script payment W SITTING Table setting Other guests ORDER PREPARATION Payment gateway communication, Transaction processing and confirmation Table management, Order progress monitoring, Cleaning schedule POS system integration, Ingredient dispensing, Order making, Drink preparation Barista preparation Ingredient constrainer Digital display Drink assembly Line of Interaction Physical Evidence Contact Person (Visible actions) Line of Intenal Physical Interaction Support Process B A C K - S T A G E PAYMENT Printed receipt Receive change, Receipt printing, Insert card/handling over cash Ingredient gathering, Drink mixing and blending, Order fulfillment Available seat, Waiting for order Payment gateway integration Data encryption Authorization and Verification Quality control and consistency Inventory management Equipment maintenance Staff training Table cleaning Table availability Transaction Settlement System Integration and Reconciliation 14
Script for seating Time Order accurancy Script order preparation Service Process Time Line ACT 3 F R O N T - S T A G E Service Standards and Scripts Contact Person (Invisible actions) F Line of Visibility F IT Interaction Line of Interaction Order management System Post delivery Delivery execution Time accuracy Presentation Script order delivery W FAREWELL AND BRAND IMAGE Cleanliness and ambiance Clean staff uniform Branding material CUSTOMER SATISFACTION Personal delivery, Audio system and screen, Order number call-out Proactive engagement, Feedback, Environment factors Digital order display, Drink preparation Staff training, Store design, Operational effieciency, Data analysis Data analytics and insights, Operational optimization, Marketing and engagement Friendly exchanges with staff Cleanliness and orderliness Line of Interaction Physical Evidence Contact Person (Visible actions) Line of Intenal Physical Interaction Support Process B A C K - S T A G E ORDER DELIVERY Friendly tone voice Display number Cup holder Verbal farewell, Non-verbal cues Order tracking Order management Order preparation Order dispute Quality control and monitoring Training and development Feedback mechanism Employee engagement and motivation Operation practice Staff training and culture Data analytics and insight Continuous improvement 15
Consistent quality in product preparation . Negative Impact on Customer Experiences: . . Positive Impact on Customer Experiences: . Negative Impact on Customer Experiences: .Poor communication result in disengaged employee leading to subpar . Sorry customer relationships & service consistency the issue Positive Impact on Customer Experiences: effective towards results Negative Impact on Customer Experiences: customer p.roduct knowledge Mistake People Service team's effectiveness Service team’s morale Service team’s engagement Positive Impact on Customer Experiences: Suitable for students Good service team’s engagement, morale and effectiveness can build customer loyalty and increase brand reputation through world-of-mouth while the poor service team will lead to customer frustration and triggered their defense mechanism (aggression, rationalization and the most crucial- withdrawal) . in product knowledge because able to customer efficiently 16
Warehouse (A place to store and clean items) Cashier (Place for ordering and serving food) Specialty zone Freezer, refrigerator, ice machine, water purifier, fruit sugar machine, smoothie machine, water boiler, steam machine, tea bucket, water heater Coffee zone Coffee machine, bean grinder, cup washer, refrigerator, water purifier, water boiler 17 Music Slightly fast-paced pure music or popular music -Suitable for fast-paced milk tea drink impression, customer traffic will be higher Colours purple + yellow are the main colors. -Purple: Good for soothing anxiety and depression, more fashionable and creative -Yellow: represents confidence and positivity, and evokes joy in the heart Physical Ambient Conditions Spatial or Functionality Operating Area (A place for making drinks) Mop sink, four-door freezer, sterilizer, elimination sink, storage cabinet, operating table, freezer, water heater Cash register, dessert cabinet, menu Symbols Adding blue, purple and orange to the white text is simple but memorable. Simple,easy-to-understanding logo makes a big impression
Place Efficiency of Current Service Near to main campus entrance 2 minutes to bus top Jalan Meranti Parking lot at Arked Meranti located in the central area of UTM Use POS system User-friendly app for online ordering Effectiveness of Location Waiting time take 5 to 10 mins only There are 3 to 4 workers in one time 18
QR Code Proofs Customer Comments Analysis - Feedback and interview proofs. Customer Comments Analysis - Responses From Respondents through Google Form. ServPerf Survey - Google Form For Respondents. ServPerf Survey - Responses From Respondents through Google Form. ServPerf Survey Analysis - Mean
Graphic Design Director Lee Xin Yi A21BS0045 Creative Director Chan Jun Jie A21BS0015 Design Editor Nurul Farahin Binti Rof A21BS0121 Layout Editor Siti Hajar Binti Ahmad Fuzi A21BS0134 Visual Design Manager Li Runhan X23BS0008 Our Team Art Director Nur Raudah Binti Zaini A21BS0098