Assignment G7

ASSIGNMENT
MARKETING MANAGEMENT
“Strategic Planning”
Aranged by :
4 MB 6
GROUP 7
IMANUELA RUNTUWENE 22053010

CLARA LEMBONG 22053164
KEVIN ALBERT CHRISTIAN 22053025
TIMOTIUS KOLOAY 22053114
RAVAEL TAMAWIWI 22053011
Profile Mixue
Original Name: Chinese 蜜雪冰城股份有限公司
Meaning: MIXUEBINGCHENG Co., Ltd.
Industry : Food and beverage
Established : Jinshui District, Zhengzhou, Henan, People's Republic of China
(16 June 1997)
Founder : Zhang Hongchao
Branches : 21,581 outlets (2021)
Region of operation : People's Republic of China, Australia, Indonesia, Japan,
Cambodia, South Korea, Thailand, Laos, Philippines, Myanmar, Malaysia,
Singapore, and Vietnam
Key figures : Zhang Hongchao (President Director) Zhang Hongfu (President)
Products : Ice cream, pearl milk tea, flavoured tea
Mixue Ice Cream & Tea is a franchised soft serve ice cream and tea company
from Zhengzhou, Henan, China, founded on 16 June 1997. As of 2023, at least 21,581
Mixue stores have been operating in China and at least 12 other countries in Asia-
Pacific. The company is wholly owned by the Zhang Brothers.
Mixue has been present in Indonesia since 2020 with its first outlet at
Cihampelas Walk, Bandung City and currently has more than a thousand outlets
throughout Indonesia. The product has been halal-certified by the Indonesian Ulema
Council since early 2023.
 Marketing Strategy
1) Affordable Price
When compared to its competitors, the price offered by Mixue is relatively lower or
competitive. Nonetheless, the quality of the product, packaging, and outlet design
remain attractive so these supporting variables make Mixue not only affordable, but
also worth buying.
2) Strength in Supply Chain
Mixue has built an advantage in supply chain management, one aspect that is very
difficult for other competitors to follow. Starting from its large number of branches,
large-scale purchasing results in low raw material prices. Mixue is able to reduce the
cost of delivering products at affordable prices to a very wide market. Mixue also
ensures that the raw materials they use are always in the freshest state when received
by their outlets, making it easier for Mixue to present products with the best quality
standards to customers. In addition, Mixue has the ability to build an excellent supply
chain management system.
3) Targeting the Lower Middle Market
By implementing a low price strategy, Mixue targets the lower-middle market, which
is the majority of the population in Indonesia today. Most of Mixue's customers are
students and workers. Therefore, Mixue's sales in Indonesia scooped up a large target
market resulting in large profits as well.
4) Establishing Partnerships
Providing brand licences (partnerships) on an individual or corporate basis is one of
the strategies used to expand sales quickly and widely. By establishing partnerships,
Mixue can work on a very large market from various circles in various regions,
especially with partnership costs that are still relatively standard.
5) Jingle Marketing
Mixue uses cute jingles as audio sensory marketing. Jingles are usually played in each
of their outlets repeatedly to increase brand recall in consumers. Jingles are proven to
be one of the marketing tools that can help a brand be recognised and remembered by
the public year after year.
6) Relying on Dense Areas
Mixue uses the "Trading Area" method of capitalising on dense areas by marketing its
business in small towns and educational areas such as schools and universities. This
has successfully made Mixue more recognisable as a product aimed at the lower
middle class.
7) Continue to Innovate
Mixue continues to innovate by creating new menus and promos in order to compete
and attract customer attention and interest. The results of research conducted on
competitors will be combined with the uniqueness of Mixue itself. The innovation has
made Mixue slowly grow into a big company with a net profit of $800 million.
 Market Segmentation
1) Demographic:
Age: 15-35 years old
Income: Lower middle and middle class
Education: Students, college students, and youth workers
Occupation: Employees, entrepreneurs and young professionals
Marital status: Single and married
Family size: 1-4 people
2) Geography:
Location: Urban and suburban
Climate: Tropical and subtropical
Population density: Dense and moderate
3) Psychographics:
Lifestyle: Active, social and contemporary
Personality: Friendly, sociable, and likes to try new things
Values: Appreciate quality, taste, and price
Interests: Culinary, travelling, and entertainment
4) Behaviour:
Loyal user: Frequently visits Mixue and purchases its products
Impulse buyer: Buying Mixue products because they are tempted by the taste,
price, or promotion
Thrill seeker: Likes to try new flavours and products from Mixue
Price conscious: Looking for quality products at affordable prices
Here are some examples of Mixue's market segmentation:

- Students and college students: Mixue offers a menu with affordable prices and
flavours that young people like. In addition, Mixue also often organises promos that
appeal to students.
- Young workers: Mixue offers a cosy place to relax and chat with friends after work.
Mixue also offers a menu that is filling and refreshing.
- Families: Mixue offers a varied menu that is suitable for families to enjoy together.
Mixue also provides a spacious and cosy place for families.
 Mixue's main target markets are:

1) Young generation:
Students and college students: This is Mixue's main target market because they
have an active, social, and contemporary lifestyle. They also have a limited
budget so affordable price is an important factor in choosing products.
Young workers: A potential target market because they have a stable income
and like to try new things. They are also often looking for a place to relax and
chat with friends after work.
2) Families:
Young families: A potential target market as they have children who love ice
cream and refreshing drinks. They are also often looking for a cosy place to
spend time with their family.
3) Lower middle and middle class:
Mixue offers products at affordable prices making it accessible to the lower
middle and middle class.
- Mixue also targets the market:
People who like sweet and fresh flavours: Mixue offers a wide range of ice cream
and refreshing drinks with delicious flavours.
People looking for a cosy place to relax: Mixue provides a cosy and clean place to
relax and chat with friends or family.
People looking for affordable prices: Mixue offers products at affordable prices
that are accessible to all.
- Mixue continues to strive to expand its target market by:

Offering innovative new products: Mixue always presents new menus that are
interesting and contemporary.
Conducting attractive promotions: Mixue often holds attractive promos to attract
customers.
Opening new branches in various locations: Mixue continues to open new
branches in various locations to reach more customers.
In conclusion, Mixue's target market is the younger generation, families, lower and
middle class people, people who like sweet and fresh flavours, people who are
looking for a comfortable place to relax, and people who are looking for affordable
prices.
Mixue continues to strive to expand its target market by offering innovative new
products, conducting attractive promotions, and opening new branches in various
locations.
 Mixue's Market Position

Mixue has a strong market position in the ice cream and tea beverage market. The
following are some of the factors that demonstrate Mixue's market position:
1) Affordable price: Mixue offers products at affordable prices compared to its
competitors. This allows Mixue to reach more consumers.
2) Quality products: Mixue uses quality raw materials and produces delicious and
refreshing products.
3) Product innovation: Mixue always presents new menus that are innovative and
interesting. This keeps Mixue relevant to market trends and attracts new
customers.
4) Attractive promotions: Mixue often holds attractive promos to attract
customers.
5) Strategic location: Mixue opens branches in strategic locations and is easily
accessible to consumers.
Mixue needs to continue to innovate and improve its product quality to maintain its
market position in the competitive ice cream and tea beverage market.

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ASSIGNMENT

IMANUELA RUNTUWENE 22053010

Here are some examples of Mixue's market segmentation:

 Mixue's main target markets are:

- Mixue continues to strive to expand its target market by:

 Mixue's Market Position

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