MARKETING MIX OF DIFFERENT MILK TEA SHOPS IN GENERAL SANTOS CITY

The study was conducted in General Santos City from October to December 2021to find out the marketing mix of different milk tea shops. The total numbers of milk tea shops are the respondents of the study. Descriptive analysis was used in analysing the data.

The milk tea shops have been operating from 8 months to 3 years. They have an average daily sale which ranges from 800-3500 with an average customer per day of 15-35. For the most preferred products these were red velvet milk tea, caramel sugar milk tea and cheesecake milk tea. Almost of the milk tea shops have the same most preferred products.

In terms of products/services offered by the different milk tea shops, it was found out that they offered almost the same product and services. In terms of pricing, most of them used the cost-plus based because this is the common method used by the small enterprises. In terms of place, majority of the business are located along the highway for accessibility and for easily attracting customers. For the promotional activities, majority of them used the power of social media in plugging and posting their shops menu. They also sell and invite customers personally. Lastly, they also resorted to online selling.

With regards to product differentiation, all of them have same answers and they differentiate their product using their features like the unique variations of ingredients, have an attractive brand name, differences in design and differences in price. On the other hand, all of them employed direct distribution. Lastly, all of them are under the manufacturing industry. I therefore conclude that all of them have good marketing mix.

With these findings, the researcher would like to recommend that every milk tea shops should enhance its policies of distribution. They must focus on the quality of its product and services to increase profitability.