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<b>Lecturer: Trầần Th Quyên Quyên</b>ị

<b>MEMBERS: </b>

- Nguyêễn Nam

- Nguyêễn Đ ng Hoàng Longặ

- Đ ng Vi t Thắắngặ ệ- Đoàn Lê Huy Hoàng

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<b>4.Goals and Objectives: 12</b>

Demographics SegmentationPsychographics SegmentationGeographic SegmentationBehavioral Segmentation

<b>6.Market segment & Positioning 147.Big Idea & Key message: </b> 16

<b>8.Strategy & Tactics: 17A. Strategy:</b>

<b>Product conceptLaunch strategyIMC planTimeframe</b>

<b>B. Tactics:</b>

<b>9.Evaluation: 25</b>

ToolsMetrics

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For over 5 years, The Coffee House has grown to be one of the most successful chain of

coffee houses in Vietnam. Being late to the race of coffeehouse, The Coffee House was

notorious not so much for the coffee itself, but for the vibe that their coffehouse’s space gave to their customers. To The Coffee House, going to a coffeehouse is not only to enjoy

coffee, but also to meet and chat with friends, and enjoy the space experience. Since then, The Coffee House has chosen "quality of service" as its difference and made major step to

focus on customers’ experience which have helped this brand quickly become one of the fastest growing coffee chains in the market today.

2.Situational Analysis PEST Analysis:

● Vietnam is a member of many prestigious international institutions.

● Vietnam is socialism-oriented from the standpoint of political philosophy, though

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● GDP in Vietnam is expected to reach <b>310.00 USD Billion</b> by the end of 2022,

according to Trading Economics global macro models and analysts expectations. In the long-term, the Vietnam GDP is projected to trend around 340.00 USD Billion in

2023 and 356.00 USD Billion in 2024, according to our econometric models.

● The total population of Vietnam is around 97 million.

● An emerging middle class is growing rapidly in the country and is expected to reach

26% by 2026.

● Vietnamese people are generally friendly.

● According to MarketsInsider, Vietnam is ranked 5th in the “<b>Best countries to </b>

<b>outsource to in the World in 2019</b>” list. Moreover, Overall, companies in Vietnam have an IT-related turnover rate of less than 5%, whereas, in many other countries,

such as India, this turnover rate can be 10% or even higher.

● Fintech, artificial intelligence, E-commerce, software outsourcing, and education

technology have become a trend in Vietnam’s technology

SWOT Analysis:

● One of the most successful chain of coffee houses in Viet Nam.

● Diverse choice for good and delicious drinks is also a major factor that makes

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● Ranked 2 among competitors in terms of revenues, according to data from Vietnam

Industry Research and Consulting Joint Stock Company (VIRAC) in 2019.

● “From farm to cup” model give The Coffee House best control over its coffee quality

● Elegantly interior design.

● The Coffee House always updates new trends, new habits, topics that are noticed by

its consumers.

● The Coffee House app for easy order and voucher collecting.

● Supported by Seedcom and Ficus Asia Investment

● Over 617.000 followers on Facebook

● Quality of drinks and customer services is inconsistent among different stores.

● The Coffee House’s brand is easily and widely faked by other coffee shops in Viet

● Unable to charge high price

● Drinks menu are diverse but basic, have no unique drinks

● Expand to delivery and drive through format.

● Digital content has grown to be the best way to engage customers.

● Expand target marketing with The Coffee House Signature, representing Vietnam

● Compete with large corporations both foreign and domestic in the F&B industry.● Besides, with the rapid development of the beverage market, in addition to coffee,

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Competitors Analysis:

- This coffee chain originated in 1971 in the US and is considered the "national coffee".After years of standing firmly in the market, Starbucks has expanded to more than

17,000 stores in 50 countries. Returning to Vietnam in 2013, Starbucks was like a

phenomenon of young people at that time.

Starbucks in developed countries is called a popular daily coffee, but in Vietnam, "Green Fairy" is labeled "luxurious" coffee, the price ranges from 100,000 to 150,000 VND. However,

with the quality menu, the luxurious space shows that this price is appropriate. Starbucks has always been a name for mid-range and high-end customers.

- Starbucks: Identity could be considered an Individual Culture Hub. Personality

characteristics might include: sophisticated, innovative, artistic, modern, youthful,

- Starbucks focuses on males and females, professional employees, and students for

demographics. Professionals and employees can include the older age bracket; hence

they target those aged 22-60. Single people, older married couples with children, and

youngest children under and over six years old are also included in its targeting approach.

- Cold brew coffee at starbucks is priced at 55k for size M and 65k for size L. There are many different flavors.

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- Founded in the middle of 1996, Trung Nguyen is a young coffee company in Vietnam but has quickly built up a reputation and become a familiar coffee brand both at

home and abroad. In just 10 years, thanks to Trung Nguyen's business strategy and

its marketing mix strategy.

- Trung Nguyen Coffee, from a small coffee company located in the middle of the coffee capital Buon Ma Thuot, this brand has emerged into a powerful corporation

with 6 member companies: Trung Nguyen Joint Stock Company, Joint Stock Company.

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Vietnam Joint Venture Company with main industries include: including: production, processing and trading of tea and coffee; franchise and modern distribution and

retail services.

- In the 2019 official report of the Ministry of Industry and Trade of the Social Republic

of Vietnam, Trung Nguyen lost nearly 24 billion VND, partly due to the increase in chain operating costs.

- Trung Nguyen targets customers with medium to high income.

- Named Middle Eastern Cold Brew Coffee with 2 levels of 12oz equivalent to size S in other cafes for 99k and 119k for upsize cups.

<b>Highland coffee:</b>

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transferred to a foreign enterprise, Jollibee. of the Philippines. Since joining Jollibee, Highlands coffee chain has undergone strong expansion steps, especially in recent

years. In 2014, Highlands only had 60 stores, by 2018 the number had increased to 300.

- In the past, Highlands Coffee in the minds of customers was a high-class, luxurious coffee brand for businessmen, intellectuals or people with a decent income. Now

Highlands has become "popularized", closer and serving all classes of customers.

- Highland Coffee's target customers are men and women: pupils, students, working people..

- Income: average and above.

- They often gather in big cities like Hanoi, Ho Chi Minh City..- Buying psychology: much interested in the quality, taste, popularity of- trademark.

- Highland currently does not have cold brew coffee products.

BRAND PILLARS:

Setting brand pillars help as a navigator and guideline for any strategy, tactics during the

campaign in order to express the core value of The Coffee House. The four pillars are:

● <b>SINCERITY: The Coffee House believes that working together with an emphasis on </b>

the originality of every employee and every customer can result in a little bit of

happiness for everyone that walks into The Coffee House.

● <b>CARING: Every product & campaign revolves around people. The Coffee House puts </b>

employees and customers alike along with the community at the center of every

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kindness and care.

● <b>BRAVERY: At The Coffee House, like-minded souls work hard together and join hands </b>

in achieving great goals. Every day is a day of learning, experiencing new things, taking on challenges, and embarking on the road ahead.

According to research and survey, currently, TCH always follows the innovation trend and they always improve their menu over time. Besides, The Coffee House doesn't offer outstanding products (coffee/beverages) mainly from their coffee while other products like tea receive overall positive reviews like orange peach tea and Macchiato black tea.=> There is no outstanding signature product about coffee

Further analysis to determine the cause of the problem, we discovered that the main cause was a conflict of taste sensations and people's lack of understanding about coffee taste.

Customers interested in coffee: “Coffee must be bitter and strong” This is a misconception about coffee in Vietnam since coffee was first introduced into the country. Although coffee isbitter, real, but coffee also has many different flavors and nuances such as sour, citric, sweet,bui, bui, etc. The reason behind this is deeply rooted in the culture and practices of the traditional coffee process. Traditional Vietnamese coffee is often mixed with corn and other substances to cut costs, then roasted until dark today will be considered burnt leading to a strong bitter taste. But these practices have been around for so long, the taste has become the norm among coffee drinkers. The types of coffee beans also play an important role, traditional Robusta or Culi has a great bitter taste compared to contemporary Arabica rather the flavor that The Coffee House makes has more aroma, citric and sweet taste.

The Coffee House always tries to bring the best products to customers, especially coffee. TheCoffee House launched the “FROM FARM TO C Y” campaign in which they acquired Cau Dat coffee farm, which is famous for Arabica coffee, teaching farmers how to grow and process coffee properly.

The result of these actions has created a coffee product that contrasts with what Vietnamese coffee drinkers expect in a cup of coffee. The different flavors of Arabica coffee have led to a somewhat unfair accusation of “bad quality” against the name The Coffee House. The fruity aroma and citric taste of Arabica are the complete opposite of

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Vietnamese culture for too long. The Coffee House is standing at the crossroads between thethinking of current customers and what The Coffee House wants to achieve.

Currently The Coffee House has a problem in really providing recognition for what they have done for coffee and what coffee actually gives their customers. It's impossible to change people's opinion overnight, but minimal effort in communicating or informing their customers will result in a negative or even established brand reputation. lose their pioneer position.

So we wanted to bring an optimal solution to solve the problem by launching a campaign to announce a new Cold brew specialty coffee product with lemon flavor and arabica beans, accompanied by an introduction. health benefits that it brings to consumers, and at the same time promoting the taste of arabica coffee products to help people understand more about it.

4.Goal & Objective:

<b>Goal: </b>

- Launching new cold brew Lemond products becomes signature for The Coffee House- Changing consumer perception about the benefits of Cold brew's signature product

and arabica coffee flavor

- Increase brand loyalty and engagement

<b>Objective: </b>

<b>1.Communication objective:A. Increase brand engagement</b>

- Increase engagement rate on Facebook posts by 100% after the campaign.

- By the end of 2022, increase customer reach from 665,000 to 700,000 followers on The Coffee House's Facebook.

<b>B. Changing brand awareness and promoting brand values related to customer serviceand product quality</b>

- Increase signature recognition and featured products Cold brew lemon at The Coffee House by increasing the number of posts about reviews, product PR from 5-6 posts/week on tiktok and Facebook pagethroughout the project.

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products in the campaign.

<b>2. Marketing objective: -Increase brand loyalty:</b>

● Increase customer satisfaction on service and product reviews of The Coffee House

by 50% by the end of 2022

● Increase by 50% the number of customers who buy back The Coffee House products

on shops and apps by the end of 2022.

<b>-Increase unit sale of product:</b>

● Increase sales of products on shops and applications of TCH by 10% after 1 month

after completing the campaign.

Personality: Creative, outgoing, sociable.

Lifestyle: who are always looking for options, experience new products bring quality, health and feel the product in the shortest time.

<b>Geographic Segmentation</b>

People living in the city of Ho Chi Minh.

<b>Psychographics Segmentation</b>

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to mix and match to create their own personal style and tend to experiment with new products with 25% of Gen Z specific brands, they regularly monitor trends and then buy (usually online) trending brands. 25% of Generation Z say they currently use Tik Tok, a fast-growing short-form video platform, and 66% use Instagram, the world's most popular photo and video story sharing app.

<b>Behavioral Segmentation</b>

Gen Zers not only analyze what they buy but also their consumption behavior. The Coffee House targets a consumer segment that focuses on convenience, enjoys new taste experiences and is affordable. The Coffee House has launched a cold brew product with lemon flavor with arabica seeds added sweetness that will help users enjoy and bring health to consumers.

6.Market segment & Positioning:

<b>A. Market segment:</b>

<b>The coffee house</b>

Feel: Careful & closeness

Taste: Lemon flavor combined with sweet arabica seed mix.

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Taste: The gentle original taste of sweetness apple, fresh lemon and basil

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7.Big idea & key message:

<b>Big Idea</b>

- The idea for the group's release is to launch a new product, Cold Brew coffee is different from other coffees, cold brew has a special way of preparing it, it is also for this reason that creating a coffee with The unique taste makes many people fall in love. If normally, coffee is mixed with hot water, cold brew is made by incubating coffee powder in cold water for 12-24hours. That's why it is also known as "cold coffee". The unique cold brew flavor is very unique with a mild taste, lighter acidity and reduced bitterness compared to other types of coffee. However, in terms of health benefits, drinking cold brew coffee has many of the sameeffects as many types of coffee that have been studied: Helps alertness, focus, Improves mood, Boosts metabolism , Reduce the risk of heart disease, Reduce the risk of diabetes, Avoid bad effects on the stomach, Increase life expectancy.

- An advantage of The Coffee House is the production of Arabica coffee, also known as tea coffee, which is a popularly grown coffee, accounting for more than 60% of the world's total coffee production. This coffee has a light coffee taste and a strong aroma, which is considered superior to Robusta in terms of taste, sweetness, balance and acidity. Arabica coffee is also difficult to grow and develop better than other types of coffee, and therefore, coffee beans have a higher economic value than other types of coffee beans. The caffeine content in Arabica coffee is lower, so it doesn't feel as strong as Robusta.

- Helps users boost mood, especially in sleep-deprived people.

Cold brew coffee contains compounds that may reduce the risk of heart disease, including Caffeine, Phenolic compounds, magnesium, Trigonelline, Quinide, and Lignans. These increase insulin sensitivity, stabilize blood sugar, and lower blood pressure.

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