Market Analysis
Marketing Manager: Dhrumil Shah
Description of the Store and
Background Information:
North Park Secondary School: located at
10 North Park Drive, Brampton, Ontario
and opened in 1978  currently a high
school.
The Commons most of NPSS students spend
time before school, afterschool & during their
lunches.
Commons Corner store: located within
NPSS near the cafeteria and the
guidance office.
NPSS cafeteria and all the classes connect to
this area known as the Commons  where the
store is located
Target Market:
After crucial research
conducted  target market
of Bubblicious ready-to-go
bubble tea = Students of
NPSS
Catering of the bubble tea
to fulfil  Physiological
needs + Social Needs
Marketing Research:
Results:
Number of Times Bubble Tea Bought During the Winter
Number
of Times
TeatoBought During the Summer
Students want
a product
Bubble
quicker
Students often have to wait in
The
Willingness
obtain, easy to
carry
+ has toofbethe Students at North Park Secondary
drink
Possible Amount Paid BySchool
The Students
for
Bubble
Tea
to Purchase
Bubbleline
Tea for a preferred
Summer:
Purchases
per person
unique/revolutionary
Winter:
Purchases per person
12 Are The Drinks Obtained From By The Students of North Park
Where
least three
of a NewatProduct
Basedtimes
on thea week
at least once Characteristics
two Secondary
weeks School?
Students: willing + able to pay
16
Wants
of
the
Students
12
$4.50 for bubble tea
14
10
10
88
9
12
1
3
Vending machines in the cafeteria
6
10
6
Number of Students 8
17
Number of Students 6
6
Number of Students 6
4
4
North Park Servery
3
19
23
Trinity Commons Mall
2
2
4
Petro-Canada26gas station
Classy
Yes
No
Revolutionary
0
Regular
Once a week
a week
Thrice a week Bramalea
Everyday
I wouldn't
City Centre Once every two
21
Survey concluded:
70% ofTwice
the
0
(summer)
(summer)
(summer)
(summer)
weeks (summer)
purchase it
Once a week
Twice a week
Thrice a week
Everyday
(winter)
Once every two I wouldn't purchase
Number
of Times
Innovative
5
students
buy
ready-to-go
2 at NPSS
(winter)
(winter)
(winter)
weeks (winter)
it
9
FoodLand at Howden
Plaza
Number
of
Times
15
bubble tea
from Bubblicious
Easy to carry
3
10
Tim Hortons
0
$1-2
$2-3
19
$4-5
$3-4
Price ($)
$5-6
McDonalds
$6-7
Quicker to obtain
Cheap
Potential Competition
Huge beverage Industry  Equal
amount of direct + indirect
competition.
Direct competition: Vending
Direct &
machines at NPSS, NPSS Servery
Indirect
competition: Tim Horton’s, gas station stores
Bramalea City and FoodLand @ Howden Plaza.
Centre +
Indirect competition: Lil’ Caesars
Trinity
@ Howden Plaza + other popular
Commons
ready-to-go products = Minute
Mall.
Made  students bring from
home.
Overcoming The Potential
Competition
Discovery made: Pricing +
location are factors that
student body considers, but
quality of the product = a
huge difference.
Example: Wedges @ NPSS Servery =
$2.50, but poor quality and less quantity.
Wedges @ FoodLand = $3.50 + (good
quality) taste good + sufficient quantity.
So, higher quality and
sufficient amount of quantity
eliminate factors cost and
location.
Thus, Bubblicious ready-to-go bubble tea
 good quality + enough quantity =
genuine reputation + loyalty is created
 advantage over competitors.
Operations:
Marketing Plan
Dhrumil Shah
Product Strategy
• Bubblicious bubble tea sold in a bottled readyto-drink format.
• Product class: Food Beverage  Soft Drinks 
Functional Drinks.
• Many Flavours: Strawberry, lime, honeydew,
mango, frozen coffee, lychee and coconut.
• Large variety = different customers with unique
personalities.
• Packaging: Unique, innovative, and appealing
• Nutritional Info + health benefits will be an addon.
• Public views: Convenient, hassle-free, cool,
stimulating, original, healthy and an energizing
drink.
Price Strategy
• Price  separates two contradicting businesses (one
successful + the other not so much).
• $4.50 decided price to sell b/c $3.45 to manufacture
• Consumer demand: Amiability of the products, ability to
buy the product and the market competition.
• Product lifecycle: Newer the product + earlier its stage on
the product lifecycle  the higher the price it can be sold
at = gaining prestige of high standard item
• Potential Substitutes: Constraints put on by market
competition  product differentiation should be
considered accordingly
Promotion Strategy
•
•
•
•
•
•
•
Objective: Generate awareness  launch of Bubblicious ready-to-go bubble
tea NPSS
Message: “Bubblicious ready-to-go bubble tea =nutritious, thirst-quenching
drink for young + energetic people who care about their body and life.”
Advertising: Multicultural community = different viewpoints  target IBT kids
by posting advertisements on the internet + target athletic people & others 
spend time outside by promoting Bubblicious bubble tea during special events
(Terry Fox Annual Run/Walk).
Use of T.V. in Cafe and Commons to target every student in the school.
Periodic contests, such as “You Could Win Electronic Supplies and Gadgets
Contest”, coupons and discounts to promote
Use of Personal selling
Stepping up promotion during the weeks prior to summer and during summer
as well
Place (Product Distribution
Strategy):
Why?: Particular
channels chosen b/c the
purchase of How to
Make Bubble Tea! The
Ultimate Business
Starter Kit from
www.bubbleteasupply.c
om/store
Revolutionary bottle
chosen and Commons
Corner Store =
convenient location to
manufacture, promote
and sell it.
Channels of Distribution:
1. Manufacturer (Bubblicious
Inc.)  Consumer (North
Park Secondary School
members)
2. Manufacturer (Bubblicious
Inc. at North Park
Secondary School) 
Retailer (Bubblicious Inc.
franchises in other schools)
 Consumer (The members
of the other schools).
Both of the channels: Use of
NPSS Commons Corner store
as the place of manufacturing
and selling
Resources:
• http://en.wikipedia.org/wiki/North_Park_Secondary_School
• http://theoperatives.wikispaces.com/
• http://northparkvikings.ca/classes/scorcia-bbi2ots10/files/2011/05/The-School-Store.pdf
• http://www.peel.edu.on.ca/schools/programs.htm#IBT
• http://www.canadabusiness.ca/eng/guide/2533/
• http://www.bubbleteasupply.com/index.php?page=why.html#
quality
• http://www.scribd.com/doc/1251312/Example-of-aMarketing-Plan