1.0 Introduction1.1 BackgroundMalaysias food and beverage sector
is increasingly refined and influenced by health and convenience
trends. High consumer awareness on nutrition value and healthcare
has risen the demand for functional, less processed, fresh, and
natural food and beverages (Austrade, 2014). Studies also show that
Malaysians spend a quarter of their income in the food and
non-alcoholic beverages, the largest expenditure of household
consumption (Bank Negara Malaysia, 2010) The increasing spending
power of the Malaysians is expected to grow the local food and
beverage retail markets by 10% per annum (New Zealand Trade and
Enterprise, 2014). 1.2 Company and its competitorsIn Year 2012,
cafs accounted 59% of foodservice value share amongst other
foodservice provider in Malaysia. These cafs have strong focus on
coffee than on tea as they are influenced by the dominating
coffee-drinking culture found within Malaysia (Euromonitor, 2013).
However, a tea-drinking trend emerges when Mr. Bryan Loo, the
master franchisor of Chatime Malaysia brought the tea drinking
culture of Taiwan to Malaysia. Chatime revolutionised the
tea-drinking culture of Malaysians, offering over 120 beverage
variations across its many outlets when it first started (VisionKL,
2012). Since Chatimes effort in pioneering the Taiwanese-style
bubble tea became a success in Malaysia, other bubble-tea outlets
started mushrooming all over the country. For example, there is
stiff competition for Chatime when other bubble tea outlets like
Gongcha, ShareTea, Orchado and DingTea joined in the market,
saturating the tea beverage market. Being the only public-listed
bubble tea company in the world, Chatime has a huge market share
and strong foundation to compete with other bubble tea companies
around the globe and in Malaysia (Chatime, 2014).2.0 Segmentation,
Targeting and Positioning2.1 Market SegmentationIt is impossible
for a Chatime to satisfy every customer within a market because
different consumers have varying demands and interests (Dibb &
Simkin, 1991). Therefore, market segmentation serve as a process of
dividing a market into relatively similar and identifiable groups
based on common characteristics (Smith, 1956) can be implemented.
The market for bubble tea can be divided into the following
segments:
BasesVariablesSchool KidsUniversity GuyYoung adults
GeographicLocation Urban Urban Urban
DemographicAge 14-18 18-26 26-34
Income level RM0-800 RM800-2000 RM3000-6000
PsychologicalNeeds Security Social Social Esteem Security
Esteem
Personality Neurotic Fickle Extrovert Agreeable Conscientious
Committed
Involvement Low Moderate High
User-relatedUsage rate Low Heavy Heavy
Brand loyalty None Some Strong
Table 1: Market Segmentation for Chatime Malaysia2.2 Target
marketBasically, Chatime has been seen targeting the group of
University Guy. This segment includes university students to fresh
university graduates at the early start of their careers. Parents
often give more pocket money than this University Guy needs as
university are located mostly in urban area with higher cost of
living. This would give higher purchasing power to them to enjoy a
cup of well brewed Chatime drink. University Guy, who are mostly
extroverts and have active social lives, needs a place to hang out
with their friends and families. The target market aligns with the
survey done on 50 respondents (see Figure 1 in appendix). Besides,
the usage of purple as the colour of Chatime interior, suits the
agreeable and fun personality of these University Guy. According to
the survey done (see Figure 6 in appendix), more than 50% of the
people agree that purple means fun and uniqueness to them. Level of
involvement and propensity to switch brands is between the group of
School Kids and Young adults. Hence, ThirsTea, a loyalty programme
designed to support of young talented Malaysians is launched
(Chatime, 2012). Chatime ThirsTea cards are designed by local
artists and therefore it could indirectly strengthen brand loyalty
among the community, especially among the University Guy. This
segment consists of heavy users of foodservice providers as these
university students always dine out (Euromonitor, 2013).2.3 Current
Retail Strategy and Positioning
Figure 1: Perceptual Map of Chatime Malaysia and its
competitors.To date, Chatime Malaysia insist in preparing only
hand-made beverages with freshly brewed tea prepared on site. The
vision of Chatime is to have 250 flagship chain-stores in major
shopping malls and high traffic areas by the year 2018 (Bernama,
2013). The CEO of Chatime Malaysia also aims to acquire all of the
franchise outlets so that all Chatime outlets in Malaysia will
belong to one company under one management system. He believes that
the franchisees would not value his vision as much as the
franchisor. With a greater reach, Chatime Malaysia is committed to
ensure every household have easy access to a Chatime outlet.
Besides, Chatime Malaysia is aware of the importance of market
positioning. In fact, Chatime have designed an offering so that it
occupies a distinct position in the minds of consumers. The
objective of positioning is to create a market focused value
proposition (Hassan & Craft, 2012).Most bubble-tea providers
have found to be setting level pricing against most of the
competitors. However there is less emphasis on dining experience of
these beverage providers. There are not much bubble-tea providers
which focus on improving accessibility of brand product to the
community. In this case, Chatime differentiates its image from
competing tea providers through fun and unique interior design and
an enhanced dining atmosphere. Chatimes vision to expand the
business while preserving the quality of these tea providers have
further increased the accessibility of quality beverages to the
community. The ability of Chatime to fill up the market gap by
providing fulfilling experience and great accessibility has built a
distinct position of Chatime in the bubble-tea market in
Malaysia.3.0 Emerging Trends3.1 Economic performance contributes to
rising demand of healthier drinksMalaysias economic performance in
has risen from previous years, with higher GDP growth and lower
inflation. Consumer habits changed, including shifting to more
health and wellness products to stay healthy (Euromonitor, 2013).
As an example, consumers preferred to purchase reduced fat milk or
shifted towards naturally healthy fruit/vegetable juice to maintain
good health, instead of purchasing standard products at lower
price. Rising awareness of the risk of coronary disease and
diabetes also drove demand (Euromonitor, 2013). Hence, consumers
are willing to spend slightly more money on products that they
trust are healthier. Chatime offers a wide range of healthy bubble
tea, supported by strong advertising activity. Marketing events
helped to sustain awareness among consumers of Chatime healthy
drinks. In order to maintain their image of serving healthy bubble
tea, Chatime should invest in good quality products, such as their
best seller, the white pearls, which are made from seaweed extract
and are low in sugar and calories, and high in fibre, in order to
target health conscious consumers (Wong, 2012). Chatime has the
advantage of the market share and has a strong momentum in terms of
expansion. Chatime should also take care the quality of their
drinks. Since bubble tea is an easy substitute, consumers maybe try
other brands of bubble tea such as Gongcha if consumers are not
satisfied with Chatime. Since Chatime has opened many outlets,
accessibility will ultimately drive the demand for tea in the
Malaysian market. In addition, in order to overcome emerging trends
such as the caf culture amongst consumers such as Starbucks and
Coffee Bean, Chatime is choosing to emphasise a lifestyle concept.
The drinks are 100% healthy. Whatever is not healthy wont last in
this day and age. (Bryan Loo, 2012)Bryan Loo, the CEO of Chatime
Malaysia aims for Chatime is to create a need for Malaysians to
drink tea and then choosing Chatime to satisfy that need. Bryan Loo
included that his efforts might not result in replacing coffee
culture with a tea culture, but he at least aims to make tea the
second choice amongst consumers (Bryan Loo, 2012).
3.2 Use of Issue Advertainment to Sell FoodThe next emerging
trend that Chatime has to respond to is the use of issue
advertainment to sell food. For example, by producing a video on
YouTube, communicating these issues in a highly engaging, authentic
and entertaining way, a new form of issue advertising has been
created (Melissa Musiker, 2013). Advocacy communication can be
spread more widely and become stickier when theyre entertaining.
Chatime will have to first determine how to engage with consumers
in a way that is authentic with their brand, strikes and
appropriate tone on the issue and balances the messages education
and entertainment value. Failure to be effective could result in
significant backlash. But the potential benefit is significant to
both the sales and reputation of Chatime. (Melissa Musiker,
2013)3.3 Epigenetics, nutrigenomics and social justiceMoreover, a
latest trend amongst beverages is epigenetics, nutrigenomics and
social justice. There is an emerging understanding of the role of
the environment on gene expression, epigenetics and its impact on
chronic disease and obesity. Furthermore, emerging science in
nutrigenomics leads some experts to argue that exposure to foods
that stimulate addictive behaviour in adults while in utero
increases the susceptibility to the potentially addictive beverages
later in life (Melissa Musiker, 2013). This is a new way for
ethicists to examine the issue of beverages in relation to social
justice. As understanding of science evolves, some will argue that
this gives greater credence to calls for increased regulation
around ingredients, processing and labeling because a case can be
made that highly processed and unhealthy beverages are creating
cycles of poverty and disease (Melissa Musiker, 2013). While this
is an area of emerging science, companies like Chatime should pay
keen attention.
4.0 Store Image4.1 OverviewOriginally from Taiwan, Chatime aims
to revolutionise the tea brewing industry and nurture a tea
drinking culture in Malaysia. 4.2 Product attribute Chatime
Malaysia provides only high quality, hand-made and healthy
beverages where all teas are brewed in persistence with three
principles: temperature, humidity and timing. To portray this image
to consumers, only the best imported tea leaves and quality
ingredients are used with the exclusion of any additives and
preservatives (Chatime Malaysia, 2013). Chatime beverage is sold at
a price slightly higher than non-branded milk tea (RM2.90-RM3.50
for each drink). A higher price helps to communicate that Chatimes
beverage is of high quality. A survey is conducted to prove this
statement, where more than half of the respondents believe so (see
Figure 3 in appendix). In order to maintain the highest quality of
drinks, Chatime has a standardised tea making process where
sophisticated tea and coffee machines are used that only requires
simple operation steps (Chatime Malaysia, 2013). Each drink is
freshly brewed and prepared on site by over 700 trained Tearistas
across hundreds of outlets nationwide (Chatime Malaysia, 2013). Tea
are always kept in temperature around 20-30C for safety purpose.
Nonetheless, the workplaces and products are ensured in high
standard of hygiene.Furthermore, some Chatime stores offer a
variety of snack food (see Image 4 in Appendix), with Chatime
Galleria goes to further extend to provide consumers with Taiwanese
style desserts (see Image 5 in Appendix). These stores encourage
consumers to have social gatherings or casual business meetings
where turnover is low for the shop. Chatime constantly comes out
with new variation of drinks to create a one stop place for
customers seeking for beverages. The assortment of drinks ranges
from coffee made by a Teapresso machine, chocolate drinks
(collaboration with Cadbury), FruiTea summer crush and even Durian
SmooTea. Notice that Chatime has cleverly played with the word Tea.
This helps to strengthen their brand image as a tea provider to
society. The addition of Durian SmooTea utilises the concept of
micromarketing, where the king of fruits in Malaysia is developed
into a tea flavour to suit local taste. 4.3 Customisation Chatime
beverages are infinitely customisable. After choosing a
temperature, base beverage, flavourings, toppings and mix-ins,
customers then dictate their sugar and ice levels, both available
from 0% to 110% (see Image 6 in Appendix). The concept of
flexibility is particularly appealing to young, chain-savvy
customers. Judging from the survey conducted where 88% of the
respondent likes the idea of customisation (see Figure 4 in
Appendix), Chatime is successful in projecting this image to
consumers. 4.4 Brand name and purple colourThe Brand name Chatime
has a beautiful yet deep meaning. In Chinese it means Sunrise,
referring to Henry Wangs (founder of Chatime in Taiwan) goal of
having Chatime in every place that has sunrise. Also, it plays on
words with a double meaning of Tea Time (Cha - Time) or as a place
to socialise with friends (Chat - Time) (Diaz, 2012). Moreover,
using the colour purple for Chatime implies luxury, extravagance,
premium quality and even uniqueness. While projecting individuality
and originality to its customers, purple also appear to be Henry
Wangs favourite colour (Diaz, 2012). Conversely, in the survey
conducted shows that most customers perceive purple as being fun
and unique which nonetheless, projected a positive image of Chatime
(see Figure 6 in Appendix). 4.5 Store locations and typesAs
location is the major factor leading to retail stores success,
Chatime Malaysia is successful in being easily accessible with over
100 stores nationwide (Berman & Evans, 2013, Chatime Malaysia,
2013). They have recently been awarded Malaysian Book of Records
2014 for being the largest Pearl Milk Tea Beverage Chain (Loo,
2014). There are four types of stores in Malaysia which represents
different images to consumers. Firstly is the Chatime Lite, This is
the smallest footprint of Chatime with only a service counter
available to provide takeaway orders. Chatime beverages are
specially made for takeaway orders with laminated top and a thick
straw to pierce on top only when customers are ready to drink. All
Chatime Lite stores are strategically situated within busy
locations with huge pedestrian traffic. Not only is there limited
space for store build-up, most of the customers are always
on-the-go, thus takeaway is the best option. Next is the Chatime
Kiosk, which has small footprints with limited seating. It is
mainly situated across popular shopping malls. Their primary target
is on-the-go customers as well, largely catering for takeaway
orders but also provide limited tables and chairs for customers who
are tired from walking and need a break for refreshments. Chatime
Outlets are single retail outlets, available in standalone stores
(isolated), unplanned business districts or planned shopping
centres. These outlets provide a soothing and cosy environment for
friends get together and family bonding time. Lastly is the Chatime
Galleria which is currently only available in 2 locations.
Conceptually designed to encourage community involvement, it is
ideally a place to harness young Malaysia talents by providing them
a platform to explore their artistic inclinations (Chatime
Malaysia, 2013). These lounge-style outlets aim to imply a social
caf culture for young and active consumers. 4.6 Loyalty programmes
and in-store promotions 92 wordsLoyalty programme is a key
component of Customer Relationship Management (Omar, Aziz &
Nazri, 2011). Chatime implements it in the form of a loyalty card,
ThirsTea card. In support of young Malaysian talents, Thirstea
cards are designed by local artists and they are limited edition
(Chatime Malaysia, 2013). It strengthens the image of Chatime which
caters to young Malaysians as their target market. The benefits of
the card include complimentary drinks, monthly promotions and more.
Customers who preferred not to have a loyalty card can still enjoy
Chatimes vast in-store promotions, e.g. Buy 1 Free 1 for a limited
time (see Image 7 in Appendix) and bundled deals (see Image 8 in
appendix). 5.0 Store Atmosphere5.1 OverviewAtmosphere
(atmospherics) is the design of an environment by stimulation of
the five senses (Banat & Wandebori, 2012). It is considered to
be a component of store image as it influences consumer behaviour
in terms of spending level and amount of time spent in store (Yoo,
Park & MacInnis, 1998). Due to the different types of Chatime
stores in Malaysia, each type of store portrays its own unique vibe
where exterior planning and general interior are taken into
consideration.5.2 Exterior PlanningThe exterior appearance of a
store is a major determinant for a customer that should not be
underestimated (Bastow-Shoop, Zetocha & Passewitz, 1991).
Chatime works more towards their marquee and surrounding areas.
5.2.1 Marquee Marquee is a special type of sign used to display
the name of a store (Bastow-Shoop et al., 1991). The vibrant purple
background of Chatime signboards serves as a reminder for customers
that purple colour is associated with the brand, hence gaining
customer top-of-mind-awareness (Johnson, 2013). Meanwhile, the
white Chatime font communicates the brand name and the tea leaf
symbolises the industry of Chatime (see Image 9 in appendix). 5.2.2
Surrounding stores and areaMost of the Chatime stores are located
within planned shopping centres (e.g. Sunway Pyramid) and unplanned
business districts (e.g. shoplots). This is because an overall area
image affect individual retailers as consumer tend to have a
general perception of shopping centres and business districts
(Berman & Evans, 2013). It presents image cues in terms of
price level, types of services etc. Chatime is not only able to
seize the image of its location, but also serves a parasite store
which utilises the high traffic trading area generated by shopping
centres and business districts. 5.3 General interiorGeneral
interior are the interior elements of a store and it helps to
create positive feelings towards the brand (Ballantine, Jack &
Parsons, 2010). In the context of Chatime, it includes flooring,
lighting, fixtures, personnel and so on. 5.3.1 Flooring, wall
textures and lightingThe color combinations of the ceiling, walls
and flooring and can affect the atmosphere of a store (Bastow-Shoop
et al., 1991). Most Chatime stores manage a clean cut image of
white ceiling, white walls and tile flooring. It enhances the
natural and in-store lighting to create a conducive environment for
friends and families (see Image 10 in appendix). On the other hand,
Chatime Galleria carries a more wooden feel that exudes a certain
comfort, warmth and cheer. It provides warm lighting from wall
scances and hanging light bulbs and wood planks to enhance the
overall mood (Chatime Malaysia, 2013) (see Image 11 in appendix).
5.3.2 Store fixturesWhite metal chairs with custom made round
tables are a signature of Chatime when comes to store fixtures. The
white colour complements Chatime purple colour which is easy to
consumers eyes. Chatime Galleria offers a variety of table settings
from face-to-face dining to tall bar stools with a wooden counter
(see Image 12 in appendix). The accompaniment of red-coloured
bicycle, vintage typewriters, olden decorative items and
fascinating wall portraits exhibit a nostalgic ambience which
enforce the retro interior design style Chatime Galleria is
implementing (Chatime Malaysia, 2013). 5.3.3 PersonnelWell-groomed,
polite and knowledgeable employees are found to work under greater
feelings of positive arousal in high atmospherics stores (Baker,
Levy, & Grewal, 1992). According to Chatime Malaysia (2013),
there must be a minimum of 4-8 staff or Tearista (wordplay on
Barista) in each store who must have undergone professional
training programme before carefully evaluated and become an
official staff. This is why 32% of respondents perceive that
Chatime staff provides good service (see Figure 7 in appendix). It
was also observed that the fast service in Chatime IOI Boulevard is
second to none. The drink was already there when customers walk
from the point-of-sale to the pick-up point. In the survey
conducted (see Figure 8 in appendix) shows that 78% of the 50
respondents confirms the previous statement that they did not wait
long to collect their drink. It reflects the competence of Chatime
personnel in delivering the best service which complements the high
quality drinks they provide. 5.3.4 Price displaysThey way prices
are displayed is part of store atmosphere and it fosters perception
of retail image in consumers minds (Berman & Evans, 2013).
Chatime outperforms its competitors by clearly displaying their
large menus in front and sometimes above the ordering counter. The
menu itself is comprehensive with easy classification on the types
of drinks with clear price labels for Regular and Large drinks (see
Evidence 1 in Appendix). The presence of actual-sized demo cups was
available at the counter to enable customers to estimate how big of
portion they can drink (see Image 13 in appendix). All of these
elements form an atmosphere to ease the customers process of
selecting their drinks which is vital on Chatime retail image.
5.3.5 Numbering systemInstead of yelling out names like in
Starbucks, Chatime implemented a clever digital numbering system
across all stores. It displays the receipt number of customers when
the drinks are ready at the claiming area (Chatime Malaysia, 2013).
In the online survey (see Figure 9 in appendix) proves that 92% of
respondents favour Chatimes numbering system as it minimises queues
and avoid confusion. It speeds up the operations of the store which
complements the image of fast service provided by personnel
discussed above. In addition, during Chatime IOI Boulevard site
visit, it is observed that there is a small counter where customers
who are waiting for takeaways can sit to prevent the hogging of
tables (see Image 14 in appendix). It smoothens the takeaways
process and the entire operation of the stores.
6.0 Conclusion (Total shopping experience)To sum up the
experience of purchasing a drink in Chatime, let it be it a kiosk
store in a shopping mall, an outlet store or the Chatime Galleria
was an eye-opener to all of us. Both the Chatime outlet store and
Chatime Galleria have its individual charm, style and concept.
Chatime Malaysias biggest emphasis is on the fact that they use
only the best imported tea leaves and quality ingredients, without
any additives and preservatives. Chatime lives up to its image, as
all the beverages that were tried in all three types of outlet were
top notch quality and healthy. The nostalgic ambience in Chatime
outlets influences the customers buying process. Chatime Galleria
is a one of a kind outlet store, which has a mesmerising retro
interior design. For example, authentically olden decorative items
such as typewriters and books teleport the customers back to the
good old days. Based on the experience of visiting all three types
of Chatime stores, The Chatime Outlet and Chatime Galleria offered
a peaceful environment allowing students to conduct discussion
between classmates and business associates have client meetings
there too. Hence, in overall Chatime provides a calm atmosphere for
their customers as well as good quality bubble tea for their
customers to enjoy. On the other hand, kiosk Chatime should provide
more seats for their customers if they would like to enjoy a drink
while waiting for someone. Customers definitely got more than what
they bargained for, as whenever someone mentions a bubble tea shop,
one expects a regular tasting bubble tea and maybe an area to have
that drink but with Chatime Malaysia, customers are in for a
pleasant surprise when together with a high quality bubble tea,
they are also in for an experience that is like no other, with
comfortable seats and tables, with randomly hung light bulbs with
dim lighting, enhancing the peaceful ambience around customers,
making them feel comfortable and thus, as the saying goes, the
longer you stay, the more you will buy. Chatime management is
definitely gaining more profit, as the longer their customers stay
in the store; the more likely they are to purchase other bubble tea
drink. Furthermore, based on a talk held in Sunway University by
CEO of Chatime Malaysia, Chatimes future plans include having a
Chatime drive thru, the availability of Chatime in cans and the
ability of consumers to pay for their drinks with preloaded cards.
These changes will hence enhance the total shopping experience of
the consumers when buying a drink at any Chatime outlets. If
Chatime keeps up their innovation and marketing measure, Chatime
will definitely be able to reach another milestone in the Malaysian
tea business market.
7.0 RecommendationsIn order for Chatime to maintain an image of
providing high quality beverages along with the full shopping
experience, each individual staff has to have thorough
understanding of the tea making procedure as well as friendly
interaction with customers. Recently, Chatime have received many
unappealing feedbacks on the staff in various outlets: let it be
unethical, unskilled or poor and slow service. Based on the survey
conducted, 3 out of 50 respondents think that Chatime staff
provided bad service (see Figure 7 in Appendix). Even though it is
not a huge number, it should not be ignored as negative
word-of-mouth can erode a brands reputation (Quester, Pettigrew,
Kopanidis, Hill, & Hawkins, 2014). Chatime can overcome this by
providing adequate staff training to all levels of employees.
Untrained employees cost significantly more to support than
well-trained employees (Ekot, 2010). This cost includes decline of
sales and damage to the image which is difficult to recreate once
destroyed. Staff training affects employee retention which can be
viewed as a valuable commodity (Ekot, 2010). According to Asia
Pacific Business (2013), each Chatime employee has to undergo a
four weeks training program with subsequent two months of work to
practice their skills. With the amount of complains received,
Chatime should consider revising their training program. Training
manuals should be constantly updated as an effective retail
strategy today may not be as effective in the future. Nonetheless,
it only makes sense that employee training programs are follow suit
(Elder, 2013). Thus at the very least the basics of serving
customers have to be regularly emphasised by store
managers.Retailers want to present an appealing image of never
losing a sale by being understocked or be stuck with excess
merchandise (Berman & Evans, 2013). Hence, inventory management
is mandatory in order to sustain operations. Chatime has received
multiple complains on the unavailability and insufficiency of
certain drinks and toppings throughout the years of their
operations. The problem can be easily overcome by effective
inventory management techniques. One of the prevalent methods is
forecasting. Forecasting take into consideration the uniformity of
the series and changes which occur and their direction (Kot,
Grondys & Szopa, 2011). Since Chatime operates across different
states, the forecasted demand must be projected on a store-by-store
basis. For example, the monthly sales of Pearl Milk Tea in Chatime
Pyramid are different than in Chatime Galleria. Hence, the store
managers of both branches can estimate and procure a certain amount
of tea leaves and black pearls according to the projected sales
forecast of that store. It ensures availability of stock and
reduces customers complains to reflect a positive image of that
particular store and overall Chatime. Cultural background and
translation problem could lead to miscommunication in advertising
and promotion (Kaser, 2013). It usually causes dissonance which is
the uncomfortable feeling of remorse over a product purchase
(Lister, 2013). The promotion Chatime holds for ThirsTea members
and the overall public is a continuity promotion which runs year
long. The online survey (see Figure 10 in Appendix) indicates that
10 out of 50 respondents (20%) encountered promotional problem. It
left the customers unsatisfied as some were overcharged or unable
to redeem free drinks. This issue can be overcome by including more
transparent promotional statements in store and social media.
Chatime should clearly states the main promotion functions, the
promotional period and eligibility of customers instead of putting
a big title with miniature terms and conditions below the picture
or statement. Staff should also be well-informed on the details of
the promotions in order to explain to customers upon request.
Customers are then able to decode the message correctly and form
positive feelings towards the brand. It goes without saying that a
happy customer is a returning customer.
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Appendices
Appendix 1: Online Questionnaire of Overall Chatime Image
An online survey has been conducted in www.surveymonkey.com. 50
sets of responses have been successfully collected at the end of
the day. The template of the online questionnaire is attached at
the next page.
Figure 1: Percentage of age of the respondents
Figure 2: The frequency of visits to Chatime of respondents
Figure 3: Percentage of respondents who think Chatime drinks are
high quality
Figure 4: Percentage of respondents who like the idea of
customizing the sugar and ice level of drinks at Chatime
Figure 5: Percentage of respondents who thinks Chatime drinks
are worth their money
Figure 6: Percentage of respondents on the meaning of Chatime
purple logo
Figure 7: Percentage of respondents on the evaluation of the
staff
Figure 8: Percentage of respondents on the waiting time of
drinks at Chatime
Figure 9: Percentage of respondents who like the idea of Chatime
digital numbering system
Figure 10: Percentage of respondents who encountered promotional
problems with Chatime
Image 1: Site visit at Chatime, Sunway Pyramid
Image 2: Site visit at Chatime, IOI Boulevard Puchong
Image 3: Site visit at Chatime Galleria, Bandar Puteri
Puchong
Image 4: Variety of snack food available in certain Chatime
stores
Image 5: Taiwanese style desserts in Chatime Galleria and
certain Chatime stores
Image 6: Customisation of ice level, sugar level, toppings and
amount of tea and coffee
Image 7: Example of Buy 1 Free 1 promotion for a limited time
only
Image 8: Example of bundled deals available at certain Chatime
stores
Image 9: Chatimes marquee
Image 10: Clean cut image of Chatime with white and purple
colour as its theme
Image 11: The warmth, comfort and luxury of Chatime Galleria,
Bandar Puteri Puchong
Image 12: Variety of furniture available in Chatime Galleria
Image 13: Display of actual sized demo cups in front of the
order counter
Image 14: A small counter with stools designed for customers who
are waiting for takeaways
Evidence 1: The comprehensive menu of Chatime with easy
classification on the types of drinks with clear price labels for
Regular and Large drinks
1