Chatime: Social Media and Digital Marketing Strategies

This report explores how Chatime uses social media and digital marketing to expand its base of operations and profits and it will also be devising better plans it can implement in the future through digital and social media marketing.

Running Head: CHATIME
CHATIME
Name of the Student
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Author Note

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Chatime can be considered the world's largest teahouse franchise. It is famous as the
manufacturer and seller of a Taiwanese drink, that is a lot like tea. It currently operates 2500+
stores spread across 38 countries. In this report we will be exploring how this company uses
social media and digital marketing to expand its base of operations and profits and it will also
be devising better plans it can implement in the future through digital and social media
marketing.
It was founded in 2005 in Taiwan by Henry Wang Yao Hui and it is placed under the
parent company La Kaffa Coffee. The best selling drink of the brand is called chatime pearl
milk tea. This drink had garnered a lot of appreciation for this brand and it is around this
beverage that they planned the expansion. They also sell mousse, juices, smoothies and
coffee.
The brand uses Facebook for social media marketing. It can be seen that I use it for
updating people about the location of the newly open franchises and counters. This is a good
way to inform the people about the location of their favorite company but this can be better
utilized by marketing individual products (De Vries, Gensler & LeeFlang 2012). The posts
are scheduled usually after 7 days or even more and it is evident that daily updates are not
posted which can be detrimental for the audience the page plans to keep.
Daily interaction with the audience is mandatory for successful digital marketing
campaigns. For this EA individual product can be marketed using catchy captions and
questions or even polls for the user base to be interactive with. Offers and giveaways can be
hosted for people who answer correctly. Discount coupons can be given to the people who
interact the most on the pages.
The key to successful social media marketing is appearing curious about the tastes,
needs and wants of the customers who care to interact with the company on a regular basis on

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their Facebook page. Interactive sessions with brand ambassadors can be held for the
audience through Facebook live.
Social media marketing can also be used to hand out franchises to willing investors.
Taken also used this is a recruitment platform for the various stores. Bacon used to
understand where people would like their next store to open. They can even ask for advice
when it comes to introducing new flavors for their abilities (Ashley & Tuten 2015).
Social media marketing in digital marketing is a fun and interactive way to gain
customer loyalty and interact with them in order to understand how the brand is doing in the
market (Evans 2010). If a production stores get exposure it is only natural that will attract
audience and traffic to both. Expansion on profitability will be positively helped by a better
social media and digital marketing strategies (Erdoğmuş and Cicek 2012).
In conclusion it can be said that the social media marketing and digital marketing
strategies of this company can be improved drastically although current marketing plan is is
legitimate and has helped the company reach out. With improved social media marketing
with twitter posts which are much more regular in nature the amount of audience will
naturally increase and chatting can expect a wider range of customers and a higher rate of
profitability that will follow.

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References
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
De Vries, L., Gensler, S. and Leeflang, P.S., 2012. Popularity of brand posts on brand fan
pages: An investigation of the effects of social media marketing. Journal of interactive
marketing, 26(2), pp.83-91.
Erdoğmuş, İ.E. and Cicek, M., 2012. The impact of social media marketing on brand
loyalty. Procedia-Social and Behavioral Sciences, 58, pp.1353-1360.
Evans, D., 2010. Social media marketing: An hour a day. John Wiley & Sons.