INTRODUCTION

Milk tea has been one of the famous food drink trend in this generation especially here in the
Philippines. It’s a combination of tea and milk and there are variety of flavors to choose
depending on your desire for taste and toppings. It has currently been everyone’s favorite
daytime drink.
It has been reported that there is been rapid increase on alcohol consumption of millennials.
So we thought, why not combine the favorite daytime drink and liquor? We also tie up with
Honest Bee available for midnight delivery.

The first in the country to experience a milk tea with a twist. We call it “TEApsy”
We made this to give excitement to the young generation and young professionals who love to
drink milk tea and alcohol at the same time.

PROBLEM STATEMENT AND EXPLANATION

Milk tea has been one of the famous food drink trend in this generation especially here in the
Philippines. It’s a combination of tea and milk and there are variety of flavors to choose
depending on your desire for taste and toppings. It has currently been everyone’s favorite
daytime drink. The problem is that most milk tea shops closes by 9pm. So we thought of having
a milk tea shop that is open on 6pm-5am.
For college students and young professionals who are stressed out in school or work or just
wanted to hang out with friends can experience this new product and loosen up the night.
It has been reported that there is been rapid increase on alcohol consumption of millennials.
So we thought, why not combine the favorite daytime drink and liquor?
OBJECTIVES
GENERAL OBJECTIVES:
 Raise brand awareness to familiarize the public with a new product and differentiate it
from the competition since this will be the first in the country to have a milk tea infused
with alcohol.
SPECIFIC OBJECTIVES:
 Establish a branding with a unique personality that will capture our target market.
 Utilize Social media marketing and management since it has become an important new
tool in brand awareness marketing.
 Local partnership with country’s leading alcohol company such as San Miguel Corp.,
Emperador Brandy and other companies.
I. TARGET MARKET
 PRIMARY TARGET MARKET
Our primary target market will be college students ages 18-25 years old in Metro
Manila studying in Taft, Manila area such as De La Salle University and College of
Saint Benilde. Katipunan, QC near Ateneo De Manila University, Miriam College and
as well as University of the Philippines.

Interests: drinking, partying, studying

 SECONDARY TARGET MARKET

Our secondary target market are the young professionals ages 26-30 years old
working in BGC, Taguig and Poblacion, Makati.

Interests: drinking, partying

II. BRAND POSITIONING STATEMENT

To students and young professionals who works hard and wants to have fun
We are the brand of innovative drink
A milk tea with a dose of fun
That’s because unlike other milk tea brands
We are open 6pm-5am when all other milk tea shops are closed
We have customized alcohol mixes for your preference
III. PROMOTION STRATEGY
A. ADVERTISING CONCEPT
Since this a new product and first in the country, we will do an
Informative advertising. Our concept will be combining favorite
daytime drink and nighttime drink in one. We will create a brand
personality that is sweet, enthusiastic with a bit of madness.

Social media influencers such as:

 Kimpoy Feliciano
 Sam YG
 Joyce Pring

B. KEY MESSAGE
TEApsy is a brand that aims to promote good vibes, excitement and
celebrating life

C. CAMPAIGNABLE
“Celebrating life with a bit of madness”

D. ADVERTISING MEDIUM
1. Digital Advertising – Photo, Video, and Infographics
a. Google ads: Youtube ads
 b. Social Media: Facebook & Instagram ads
c. Email ads:
2. Out of Home Advertising
a. Lamppost ad
i. Lamppost ad with QR code– Taft area (in front of
DLSU & FEU), España (in front of UST), Katipunan
area, UP diliman (inside)
b. Train station
i.
c. Interior transit ad (LRT, MRT, BGC bus)
d. Jeepney ad – Taft & España, Katipunan, UP Diliman

3. Events – chroma music festival

4. Direct Response – Sample tasting

E. CREATIVE EXECUTION/COMMUNICATION MATERIAL

F. TIMELINE
In the first 1-2 months:
 Establish branding
  brand’s logo creation, create social media accounts and website, content creation:
photo, video, infographics for teaser promotions. Tarpaulin creation,

3rd month:
Launching of the product
Influencer marketing, Field promotions: Tarpaulins and flyers in target areas

4th month
Membership & loyalty card, launch new flavors: Buko and mango slush, online ads: Facebook
ads and Google ads, partnership with Honest Bee and promotion, Events

5-6 months:
Launch new flavors: Lychee tea slush plus Gin,

G. BUDGET