Premium Essay

Milk Tea

In: Business and Management

Submitted By myyyyyles
Words 1252
Pages 6
Their vision to be the most love teashop in the world.
Generic Strategies
Low cost strategy.
Basic teas that are affordable as low as ₱45.
Wasn’t the first milk tea in the industry.
Manages to be different from other milk teas: delicious, healthy and refreshing cold tea drinks.
HISTORY

• Moonleaf opened in October 3, 2010.
• Business partners Adrian and Redd started Moonleaf.
• Moonleaf expanded to a bigger space along the famed foodie street of Maginhawa.
• Rian Uy and Charles Cuengco partnered and opened a branch in Cebu City last 2011

Moonleaf is a tea shop offering freshly-brewed tea mixed into a variety of delicious and refreshing concoctions, milk tea being the most popular
About Moonleaf
• Moonleaf is targeting the students because they can afford to purchase their products especially the regular products.
• Students also study with their friends and their allowance is their only source of income
Target Market
Current Status
Moonleaf has now forty-five branches here in the Philippines.

Their strength is that each branch has only three service crews and one cashier.

The main competitors of Moonleaf are Jelly Citea and Gentleman’s Café which are also located near its target consumers.
Demographic
Consumers are grouped on the basis of characteristics such as:
a. Age –they cater not just specific age range but all age ranges. They offer healthy drinks that are good for everybody.
b. Gender – both male and female
c. Income – all income earners, low, middle and high. Moonleaf’s prices are affordable.
d. Occupation – blue-collar workers or those that are professionals. Doctors, nurses, teachers, marketers, students and others.
SEGMENTATION

Moonleaf aims to position their business as one of the best Tea shop in Cebu as well as in Manila.

They make sure each of their branches gives a good service and great ambience…...

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