KAMIST

THE BROWN SUGAR PHENOMENON

Hello Optimist People!

We are back again with KaMIST! Every week on Thursday we’re going to give you an insight about marketing.

[The Brown Sugar Phenomenon]

The trend of ice coffee saga continues as its varieties widen. People keep inventing different ways of processing this particular type of beverage—one of them being our main discussion for today; brown sugar milk tea.

These days, brands are competing on creating the best brown sugar milk tea ever existed. Xing Fu Tang, Tiger Sugar, Onezo, Koi, Chatime, Gulugulu, to name a few. They have succeeded in catching the attention of people around Southeast Asia, and not to mention, Jakartans. It’s safe to say that these brands are doing the right things by branching out to Indonesia’s capital, as the beverage they market currently becomes a huge interest.

What is in the brown sugar that makes people find it so addictive? If we look closely, most of these brands sell not only the taste of their drinks, but something else that easily steals the spotlight—the pearls, bubbles, or also known really well as boba.

Various issues were raised and made their rounds in social media; its halal status, for one, as most of these brands carry Chinese names; the risk of diabetes for its consumers; and so on. Regardless of these scare tactics, the hype continues to grow, leading to the mushrooming of sugar brown milk tea or bubble tea shops in Jakarta.

Now, which one is your favorite?

Wanna get more insight on marketing? Tune in every Thursday for more KaMIST!

Source(s):
– https://food.detik.com/
– https://themalaysianreserve.com/
– https://www.dream.co.id/

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

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