Real Fruit Bubble Tea Marketing Strategy

Real Fruit Bubble Tea is a franchise that originated in Toronto, Ontario in 2002. They established their first location within Pacific Mall, which is the largest Asian supermarket on the border of Toronto. Although there were many bubble tea competitors within the vicinity, they were able to differentiate themselves by mastering the craft of using real fruit in their drinks. To this day, that is the primary feature that distinguishes them from competitors, such as ChaTime and Ten Ren’s. Real Fruit stepped out of the community once they saw that there was a demand for bubble tea in other parts of the GTA, and they took this opportunity to expand. Real Fruit Bubble Tea has been growing rapidly throughout the Greater Toronto Area with approximately …show more content…
Their cups are simple and sleek with their logo printed on the side. The stick on lid to protect the drink from spillage is also simple with just the logo. This allows for the package design to be simple, but also easily recognizable to high brand loyal customers, but also to non and low users. They advertise their drinks and any promotion they might have through their Facebook and Instagram pages, where they are able to connect with their target market, who are young adults/students aged 18-22 years old. This is evident through their high use of social media and the images that they post. When looking at their media outlets, it is noticeable that they are mainly of young adults that visit the franchise and had enjoyed their beverages. This is also their primary target market due to the fact that many individuals of this group like fresh, fruit drinks, not necessarily typical tea based drinks. Furthermore, their locations are situated in regions that are highly populated within southern Ontario, mainly urban and suburban regions. Their stores are also close to Universities and Colleges, showing how they are further targeting students from 18-22 years olds. When looking at the demographics of the target market, they are individuals that are of any gender, any ethnicity, and that likely have a part-time job or have some income coming from their parents, since they are busy with school. When considering the psychographics, these are people who like to give themselves time to relax, and enjoy life, they are open to new options with food, prefer to live a healthy lifestyle, but also want options that are not difficult to obtain. Real Fruit Bubble Tea targets individuals with these values because it is an environment that allows them to wind down from a hard day at school and is so close to the schools that they are a quick, yet healthy, option. Finally, through their marketing