It has been found from research that Australians enjoy exotic foods and beverages. This was the primary reason for success of the product. It has been found that these Asian bubbles tea of the company were a hit with the Australian people. This was found to be concentrated in the Asian Australian areas. The first store has opened in Hurstville where the population was 47.5% Chinese according to the 2011 census. The mandarin marketing style and associating the product as a traditional beverage had also growth of sales. This concept has been marketed through Omni channels. This is the main reason for the products to gain popularity.
This team has been marketed as a traditional beverage that reflects the culture of China. This could be a possible limitation for the people who are not of Chinese ethnicity. Cultural rift has been cited as the main reason for the people to not prefer this tea. There should be assuaging of the cultural rifts.
30% of the population has been considered to be obese. The people want products that would help them maintain good health. The product in the mainstream media should be marketed as a healthy product that is full of antioxidants. The traditional aspect of the product should not be given main emphasis rather the healthy aspects of the product should be marketed.
Hurstsville is the flagship store of the product additional stores that should be found in movie theatre, shopping malls, and train station and in food courts to enable people from different ethnicity to sample the product.
They need to develop the right marketing strategy and expansion policy to ensure that the people procure the product. Else they should stick to their original ideology. The right marketing strategy would be focusing on developing the product for the health conscious young adults who are open to trying newer products.