Global
Brand Strategy
THE COMMET FRAMEWORK
OUR GROUP
Petrick Abraham - 22110260049
M Rafli Ibrahim P.K - 22110260576
Sitti Nuriska Amanullah - 22110260549
Farah Adilla Zarkasyi - 22110260681
Vetti Maelinda - 22110260727
Syarifah Fatimah Tuzzahro - 22110260570
Tesalonika Joanna - 22110260539
Reynita Sari Rangkuti - 22110260542
BACKGROUND
Chatime
Founded in Taiwan in 2003.
First outlet outside Taiwan in 2006 in California, USA.
The brand is now present in more than 2,500 stores in 38 countries including Indonesia,
Malaysia, Philippines, Australia, Canada, and the United Kingdom.
Chatime objective is to create an innovative and enjoyable tea drinking experience by
presenting a variety of fresh and aromatic tea blends prepared by T-Ristas.
BACKGROUND
Chatime
With almost 20 years of industry experience, perfecting every cup of
tea through research and innovation at the Chatime Tea Lab.
Through the "Tree to Cup" initiative, Chatime is committed to
sustainable practices—working directly with the best tea farmers in
Taiwan and managing the supply chain transparently and responsibly.
Market
Situation
Chatime continues to lead the boba beverage market in Indonesia with more than 460 outlets, including
10 premium Chatime Atelier outlets. In 2024, they are targeting the addition of 10-20 new outlets,
especially in less-reached areas such as Papua and Palangkaraya.
In terms of market share, Chatime controls 48.6%, ahead of Mixue (41.9%) and Xiboba (9.5%). Product
innovation is also Chatime's main strength, such as the launch of a collaboration drink with the anime
One Piece which received a positive response from consumers.
Chatime Indonesia also won second place in the 2023 Chatime Tea-Rista Global Competition, proving
the quality and creativity of the local team. Based on a JakPat survey, 39.3% of consumers prefer
Chatime over other brands. With strategic expansion and ongoing innovation, Chatime is predicted to
continue to maintain its position as the leader of the boba market in Indonesia.
COMet Framework
Customer Organizational Marketing
preference Benefits benefits
Brand Image, Innovation, Brand Recognition & Loyalty High Brand Awareness
and Quality Higher Company Value Word-of-Mouth
Price and Perceived Operational Efficiency Trust & Credibility
Value
Lifestyle
comET Framework
Economic Transnational
Benefit Inovation
1. Product : Flavor variants and
collaborations
Competitive Pricing: - Chatime collaborates with
Priced above local brands artists/brands
but more affordable than - Has a menu with various Indonesian
premium competitors like flavors
KOI or Xing Fu Tang..
2. Environment & Suitainability
- Has eco-friendly drink cups.
CONCLUSION
Chatime has shown a strong dominance in the Indonesian boba beverage
market with a market dominance of 48.6%, far surpassing major
competitors such as Mixue (41,9%) and Xiboba (9,5%). This success is
driven by product innovation, interesting collaboration strategies (such as
with the One Piece anime), and an effective digital marketing approach.
With a fun, colorful, trendy, and customizable brand positioning, Chatime
has managed to attract the attention of consumers aged 15-35 years who
are digitally active and prioritize brand experience. Through a combination
of physical and digital outlets, Chatime is able to reach a wide market,
including expansion plans to unreached areas.
Recomendations
Digital Experience Development Collaborating with local influencers
Improving Chatime app featur, such as Holding offline events or challenges on social
loyalty, points, exclusive promotion, and media to increase interaction with customers
faster order In order to gain more digital and build a strong brand community.
engagement from the youngsters
Sustainability Initiatives
Chatime can start focusing on environmental Active Community Engagement
issues by using eco-friendly straws and cups Holding offline events or challenges on social
as well as eco-friendly campaigns to build a media to increase interaction with customers
brand image that cares about the and build a strong brand community.
environment.
Thank
You
