<span class="text_page_counter">Trang 1</span><div class="page_container" data-page="1">

ASSIGNMENTM K T 2 O 2

T E A M 2M K T 1 6 1 8

S U B J E C T : M T 2 0 2

I N S T R U C T O R : T R Ị N H T R Ọ N G H Ù N G

P R E P A R E D B YDang Van SieuKhuat Nhat PhuongNguyen Thi OanhLe Phuong LienPgam Anh Quan

</div><span class="text_page_counter">Trang 2</span><div class="page_container" data-page="2">

Cafe Film is simply a miniature cinema with acompletely private space just for you. Here you canfully enjoy watching the movies you like, freelychatting and discussing the movie with family andfriends without worrying about affecting the peoplearound.

More clearly, this is a cafe arranged in the model of amovie theater with a large screen and a good soundsystem. Separate screening room with cozy roomspace, you can watch any movie you like, includinghot movies outside the theater.

Movie cafe does not need to buy tickets in advance, isnot afraid to be late, private and comfortable space tochat and enjoy your favorite food. You can go to amovie cafe with your family, lover, friends to watchmovies or celebrate a birthday,...

Description of service packages

</div><span class="text_page_counter">Trang 3</span><div class="page_container" data-page="3">

Demographic- Age: 18-25

- Gender: No distinction

- Geographical location: Hoa Lac Hi-Tech Park, Thach That, Hanoi

- Average spending per session for using the service: 100,000 - 200,000 VND.- Occupation: student, couples.

- Other characteristics: Mainly students of FPT University and Hanoi National University.Mentality

- Very interested in entertainment and experience issues

- Likes to have a private space and comfortable time without being constrained anddominated by external factors such as overcrowding, noisy, uncomfortable space,...- Like promotions through payment of preferential discounts when using the service.- Desire to use higher quality services such as: no need to queue, buy tickets, good care,comfortable space, safe quality food and drinks,...but expensive reasonable.

</div><span class="text_page_counter">Trang 4</span><div class="page_container" data-page="4">

Objectives of the research

Our team made this report with the desire to learn more about the service industry market

in general and the Cafe Film business service in Hoa Lac in particular. At the same time,we will also analyze more closely about customers and markets to create a 5Ps marketing

strategy for this Cafe Film service.

</div><span class="text_page_counter">Trang 5</span><div class="page_container" data-page="5">

Market survey on beverage demandThe importance of electronic payments

According to the survey on demand and the proportion of cash in circulation in the totalpayment methods of services and payments from the state bank, it can be shown that thedemand for cash payments is decreasing and instead This trend of electronic payment has beenand continues to be practiced in recent years and in the future. Therefore, services using theform of electronic payment combined with cash payment will create a favorable environment inthe payment process for customers today.

In addition, drinks and types of drinks will also have an influence on customers. In the surveyof 339 non-alcoholic beverage consumers, the age of consumption of these drinks in terms offemale gender can be seen. gender will be higher than 51.92%. The rate of male is 48.08%, inaddition, the age group who uses a lot of beverages is usually between the ages of 19 and 25with 48.38%. In the income survey of people who have a need for drinks, the average income is34.5%. In addition, the level and area of living as well as geographical location will affect thedemand for drinks of customers in urban areas, accounting for 64.0% and in rural areas,accounting for 36%.

From this, it can be concluded that customers with the age from 19 to 25 and with middleincome as well as living in developed and middle income areas, are the ones who have demandfor beverages. higher and these are potential customers as well as target customers to target.

2. Analyze the results of the market research

</div><span class="text_page_counter">Trang 6</span><div class="page_container" data-page="6">

In addition to the evaluation criteria on location as well as customer segmentation, it can beseen that customers also evaluate products in beverage service such as: evaluation of taste,trend, brand, and price. , and advertising,... In which, the criteria that are highly appreciated bypercentage is the first criterion, which is Taste accounting for 67.74%. In addition, the criterionof brand accounts for 69.35%, the purpose of use is also an extremely important part in drinks,accounting for 62.90%. Even the nutritional composition and safety level to account for thehighest percentage is 72.58% and safety is 87.1%. Therefore, it can be concluded that beforebeing able to use a certain beverage, customers will appreciate the safety and nutritional level.In addition to these two factors, they will have other factors such as brand taste or 2promotions as well as the trend of using products from these analyzes can choose the drinksthat meet the needs of customers. needs and wants of customers in the target category of filmcoffee.

Analysis of the demand for movies and movie viewing services of the 18-25 year oldmarket

Besides the factors about drinks, factors about movie series as well as cinema services are alsovery important affecting the target customers and the quality of the brand's reputation.

Among the total 102 students (100%) surveyed, the most prominent is the proportion ofstudents aged 19 reaching 60.78%, followed by the proportion of 18-year-olds reaching 27.45%and at least the percentage of students aged 18 years old. proportion of people aged 20, 21 and22 years old with the proportion of people being 8.82%, 1.96% and 0.99% respectively. Fromthe above figures, it is shown that students aged 18-20 go to the cinema more often thanstudents of other ages.

Frequency of going to the cinema of students in a survey of 102 people (regardless ofgeographical location)

</div><span class="text_page_counter">Trang 7</span><div class="page_container" data-page="7">

Mục đích xem phim của sinh viên

Students from the age of 18 to 25 will have a high demand in entertainment up to 66%. Inthe first survey, dating should be up to 48%. In addition, watching movies to learn againaccounts for a relatively high number of which is 53.3% and experience is 55.3%, whichcan be seen when students or young people when participating will have a need forlearning. entertainment and experience higher than dating and learning natural datingaccounted for 48.48%. This proves that dating is also a criterion that helps young people toparticipate in reducing movie screenings and cinemas when providing comfortableentertainment about learning and new experiences. Or it is possible to bring appropriateprivate spaces that will certainly be an ideal movie environment for the needs and desires ofyoung people when going to the movies today.

Factors for young people to consider before going to a movie theater include factors such asbeing introduced by friends, relatives, and influential social networks. However, at present,the highest influence of a major group of factors such as communication websites is throughtwo different surveys, we can draw conclusions about factors about online communication onsocial networking sites. Facebook, YouTube, Zalo, tiktok, ... accounted for 46.1% of the firstsurvey number. And the frequency of viewing is influenced by friends and relatives is 70%and the second survey also gives similar results with a large degree. With the referral rate offriends accounting for 56.9%, it can be concluded that in order for most customers to come toyour cinema, it will be through the way of friends and relatives. introduce. In addition, it isalso possible that and the way you socialize these two ways will bring a large number ofcustomers as well as a high influence on the needs and desires of customers when looking fora movie viewing service.

</div><span class="text_page_counter">Trang 8</span><div class="page_container" data-page="8">

The customer's movie viewing survey can also help develop and deliver the best service,we can see the customer's movie time and they spend most of their time. to watch themovie, or the time they engage in the movie-watching process is the period from 17 to 22or from 18 to 22 hours. The least amount of time that customers spend watching movies isthe time in the morning from 8 to 12 o'clock. Know that the period in which they go towork and many other jobs. Therefore, we can change prices as well as implementdiscount campaigns and times when customers have little demand. This is also a way tohelp the cinema to optimize the space and facilities of the shop. As for the time periodsfrom 17 to 22 hours, we should increase the price as well as ways to help customersreduce time, reduce customers to not be overloaded during this period.17- 22h is free timeto rest. Therefore, there are many customers who can only stay and watch movies at thistime, so for them, the demand for the price is not too big of a problem.

</div><span class="text_page_counter">Trang 9</span><div class="page_container" data-page="9">

With the data on the frequency of movies and the payment of students when going to thetheater, it can be seen that a payment of 100 to 200,000 is a highly appreciated paymentand many are willing to spend less than 100. is also a large number. However, the costrange from 100 to 200 is considered a reasonable expense with a percentage amount up to41.3%. In addition, the frequency of young people watching movies usually ranges fromabout 1 to 2 times per month. This is an ideal frequency and there are a lot of you tochoose from up to 60.7%, which shows that the demand of young people is relatively highand the level of payment is attractive. Therefore, we can use this information to makeprice and service choices for our target customers.

The important reasons that influence customers' reluctance to go to the cinema willinfluence the decision to offer the best quality products for the services. The fact thatthere are few attractive movies and customers are not satisfied with the quality of movieservices, movie screening services have a great influence on the needs and desires ofusers. Another factor is that they don't like going to the cinema. Because, certainlybecause there are many different reasons. Therefore, when performing movie services, weneed to improve the quality of the content of the film, select attractive movies as well asprovide customers with the best services during the movie and at the same time at thecinema. Movie screening with private space. Certainly, it will help many young peoplewho want to watch movies but don't like cinemas when watching movies, will be able tolike Cinemas with private and comfortable space. Therefore, the choice in the movie isalso a new and unique choice for them.

</div><span class="text_page_counter">Trang 10</span><div class="page_container" data-page="10">

One factor that makes customers feel a great influence in the process of watching moviesas well as choosing the right form of watching movies is the beautiful widescreen factorthat will create an experience and change the demand. and aspirations of young people.Another factor that is equally influential is the service factor, which is rated relativelyhigh. Among the factors that students choose to go to the cinema is up to nearly 40% andis considered very influential. Besides, promotions and payment methods as well as thesound of the theater will be one of the influential factors that make young people considerand an indispensable factor in deciding the choice. group movie coffee. It is the seatfactor. Because, if the seats are not comfortable and watching movies becomes difficult ordoes not make them feel attractive during the movie, customers will feel less interested inthe products. . Therefore, if there is a suitable sitting position, the customer will becomecomfortable and will appreciate many other factors around.

</div><span class="text_page_counter">Trang 14</span><div class="page_container" data-page="14">

To optimize benefits for customers, Coffee Bean tries to diversify its core products asmuch as possible, such as providing services for drinks, coffee, and movies.

Open : 11am-11pmPlace: Hoa Lac Hightech

The list of movies is diverse and comfortable to choose from. Coffee Bean's movie list isconstantly updated. more than 3000 movies and the number is growing continuously overtime

Especially with the anthology of Blockbuster movies, Classic movies, and movies that wongreat prizes. Coffee will help you choose the movie you like. Impressive vivid sound imageAt cine cafe, we use 100% of the 150-inch widescreen projection screen, Full HD resolutionand 16-9 aspect ratio which is best suited for high-definition movie projection. There is alsoa 5.1 sound system to help you have precious moments here.

Food and drink meet food safety and hygiene standards. We import quality ingredients andprocess them according to safety procedures and always keep the fresh taste in each dish.Core products are the values, benefits, and practical features that services bring toconsumers.

To optimize benefits for customers, Coffee Bean tries to diversify its core products as muchas possible, such as providing services for drinks, coffee, and movies.

Go for coffee but not necessarily just for coffee. Film coffee opens to serve a variety of foodand drinks such as coffee, milk tea, and teas, food and especially movie rooms to serve theneeds of young people such as dating and gathering. group of friends,... Coffee Bean is amodel of a cafe equipped with a large screen in the rooms, serving food and drinks to theneeds of customers.

PRODUCT

</div><span class="text_page_counter">Trang 15</span><div class="page_container" data-page="15">

The "service flower" model was invented by associate professor ChristopherLovelock of Harvard University. In particular, the "flower" has a pistil as the coreproduct and it is surrounded by 8 petals corresponding to 8 additional services, themodel clearly reflects the optimal service combination that businesses need toprovide customers from the time they arise need to the end of use in order tooptimize value for consumers and at the same time build their brand loyalty.In order for the brand's services to be different and competitive with thecompetition, it is not enough just to have the core product, Coffee Bean also needsto build additional services.

Additional services are additional services provided to make the process of usingthe main service (core product) smooth and improve the customer experience,helping to show the company's professionalism and create points. differentiatefrom the competition for the brand.

In the "service flower" model, additional services are divided into 8 differentcategories around the core product. Specifically include:

1. Information

Service agencies need to provide basic information such as an address, working hours,service packages, terms, etc. to customers so that they can easily find out informationabout the brand as well as its services. , thereby making decisions that fit your needs.Popular information channels used by service firms in providing information tocustomers are websites, fan pages or hotlines, etc.

In order to meet the needs of finding customer information, Coffee Bean builds awebsite and fan page to provide customers with all detailed information about theCoffee Bean brand (introduction, vision, core values, etc.) ) and services (prices foreach service pack and bundled products, preferential packages, etc. Even through thewebsite, customers can know when the seats are still available or out of stock.

SERVICE FLOWER

</div>