MARKETING PLAN WAKE-UP 247
I. Company Introduction
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1. History
Vinacafe (or Vinacafé Bien Hoa JSC) is
a Vietnamese company involved in the production,
processing and distribution of coffee and instant cereal
mix. It is an affiliate of the Vietnam National Coffee
Corporation (abbreviated "Vinacafe"), a Hanoi-based, stateowned corporation under the Ministry of Agriculture and the
Food Industry, which deals in the production, processing,
export, and import of coffee.
The Coronel Coffee Plant was established in 1969
by French engineer Marcel Coronel, with the aim of providing
inexpensive coffee for export to France
When Coronel left Vietnam in 1975, the Viet Cong took over
management of the plant. Two years later, in 1977, the plant
successfully processed its first batches of instant
coffee. Vietnam's entry into Comecon in 1978 allowed
Vinacafé to begin exporting coffee to the Soviet Union and
other Soviet Bloc states.
The Vinacafé brand was established in 1983

After the disbanding of Comecon in 1991, Vinacafé's focus
returned to the domestic market, and new export markets
were explored. Vinacafé's successful "3-in-1" line of instant
coffee was introduced in 1993, and has been registered in 60
countries worldwide
In 1995, the Vietnam National Coffee Corporation was
created by government decree, grouping together a large
number of smaller corporations—including the Bien Hoa
Coffee plant and around 49 other coffee plantations.


 Based in Hanoi, this state-owned parent corporation
operates under the Ministry of Agriculture and the Food
Industry, dealing in the production, processing, export, and
import of coffee, as well as many other products related to
agriculture such as food and industrial crops, seafood,
machine parts, and so on.
 Vinacafé Bien Hoa became a joint stock company in
December 2004. As of 2005, Vinacafe's share of the
domestic instant coffee market was 50%, edging out Nestlé's
share of 33%
2. Mission:
Affirming Vietnamese coffee brand, building a new “coffee
culture” to help share passions, connect coffee lovers around
the world.
3. Vision:
Maintaining its position as a leading instant coffee restaurant
in Vietnam with overwhelming market share, conquering the
world market with superior coffee quality and flavor, become
the driving force to promote the development of Vietnamese

coffee
4. Core values:
 Brand of quality
 Always aim for originality and creativity, towards perfection
 Understand consumer needs to respond to and respond to it
with respect
 Success is based on people
 Packing Vietnamese culture into coffee
 Responsible to the community


II.

Situation Analysis:

1. Market Analysis:
 Market Size:
Not longentering the market, Vinacafe’s Wake-up 247 has
beaten red Bull Vietnam in sale.
One of the most recent successes has been to create a foothold
for the coffee-flavored energy drink brand Wake-up 247
Launched in 2014, the Wake-up 247 product has quickly been
well received by consumers and has become one of the
strategic products to promote the growth of the beverage
sector within the past 5 years.
In the first half of 2018, Wake-up 247 energy drink achieved
revenue of 825 billion VND, up from 560 billion VND in the
same period in 2017 thanks to the expanded distribution
network and improved brand strength.
In the period of 2018 – 2022, Masan Consumer aims to build 5

strong brands each year and continue to better serve 90 million
Vietnamese consumers with quality products, meeting the
increasing needs of people.

 Market Growth:
Because of changing consumption trend and competitive
pressure with alternative beverages such as energy drinks, fruit
juices, bottled tea … domestic coffee consumption and trading
is regressing. In that picture, Vinacafe Bien Hoa has made a
spectacular turn to the beverage sector, with the coffee flavor
energy drink product line branded Wake-up 247.
Vinacafe Bien Hoa, after returning home with Masan, no longer
sells the old way, but has changed the model to building
branding and centralized distribution. The company leverages
Masan Consumer’s sales network, with 130,000 retail outlets
for beverage products and more than 300 distributors. As a
result, instant coffee sales in 2018 increased by more than 11%
because of increased sales volume. This sales method has also


helped Vinacafe Bien Hoa significantly reduce the number of
days of inventory as well as reduce selling costs.

 Market Demand:
Vinacafe also took advantage of marketing the latest products
such as Café 247 just 2 days after the launch, immediately it
was immediately available in retail stores in many different
provinces. This is how strong this is for Vinacafe’s distribution
channel and that is the advantage of Vinacafe compared to
competitors like Trung Nguyen or Nescafe. Vietnam’s economic

growth has driven a strong consumer trend. Urbanization
speed, way Fast and busy life leads to increasing demand for
convenient and pre-packaged products increase. As a result,
instant coffee will continue to grow in the future. In particular,
the consumer ready to accept new tastes in the direction of
coffee-flavored drinks. The introduction of new products is a
key factor in increasing out competitive power brand.

 Market share:
As one of the earliest energy drink brands on the market,
Red Bull quickly gained market share with the familiar name
of the product as “Cuckoo”, based on the iconic image of Red
Bull appeared on every energy drink can.
The rival of this brand only has a few names like Sting,
Number One or Samurai. Recently, this segment has more
imported brands jumping into competition such as M-150,
Carabao or Monster.
In 2018, the specific energy drink segment, coffee-flavored
energy drinks, surpassed instant coffee, bringing Vinacafe
Bien Hoa 1,950 billion VND in revenue, up 57% insales
volume compared to 2017.
According to data from VietinBank, energy drinks account for
17% of the market share in Vietnam’s beverage market. This


is considered a fairly fertile land for businesses in the
beverage industry because many other beverage products
are saturated, especially carbonated beverages.

 Market Trend:

It is understandable that Vinacafe creates the right products for
customers because the Robusta coffee flavor features a stong
flavor and is suitable for the tropical climate. There is no need
for a gap, all Vietnamese people also find that Vinacafe is the
right product for them, suitable for the position
Moreover, Vinacafe’s Marketing strategy has built an extremely
rich product system with a wide variety of product, giving
customers more choices. With instant coffee, Vinacafe launches
products suitable for many people.


Before CocaCola, the biggest esports tournament currently has
many seasons sponsored by Wake-up 247. Entering the esports
scene, spending money on sponsorship, the results bring this
brand more than advertising, because the level of brand
awareness among young customers has increased dramatically.

2. SWOT Analysis:
 Strengths:
 A pioneer in the field of manufacturing and supplying coffeeflavored energy drinks to help users stay alert and more
focused in Vietnam,
Wake-up 247 of the product of
Vinacafe Coffee Company is an enterprise with extensive
experience in the field, manufacturing coffee-flavored
beverages.
 As a long-standing brand name and great reputation
 Strictly complying with the principles of product quality.
Products of Vinacafe Bien Hoa Coffee are certified to ensure
quality, hygiene and safety for users.
 Raw materials are abundant and avaible in the country.

 Large market share (about 40% in 2020) with and extensive
distribution network)
 Has strong ficancial potential
 Reasonable price with most Vietnamese income
 Weakness:
 Investment in advertising and marketing is still limited,
currently sales and marketing revenue only accounts for
7%-10% of total revenue per year.
 Current production scale does not meet the increasing
demand of the market in the coming years.
 Opportunity:
 Coffee is protected by the state and its brand name is
protected, product costs are supported to facilitate export
to foreign countries.


 Vietnam joined the WTO
 The coffee-flavored beverage market has a high growth
rate, with an average growth forecast of 10.5% in the
period 2008-2013. This is a great opportunity for Bien Hoa
Coffee in the near future.
 Vietnam has a large population and a relatively large
domestic market.
 Vietnam has a long tradition of growing and processing
coffee in the country, emerging a culture of drinking
energy drinks to dispel fatigue, helping to focus more on
work and study.
 Thrests:
 The price of raw materials to make soft drinks tends to
increase, which may increase the cost of the product.

 Inflation and interest rates soared.
 Competition in the market is very fierce not only for big
brands such as energy drinks such as sting, Number One,
revive and compact but also with other small business
brands.
 Trends and tasted of people are always changing.
 Plentiful and fiversified substitute products.
 The risk of encountering more fierce competition in the
future with the presence of famous “giants” in the energy
beverage market in the word such as Red Bull,…

3. Competition:
In Vietnam, energy drinks are a branch of the non-alcoholic
beverafe segment, starting in the 2000s with several brands
such as Number One, Rhino or Red Bull. Several years later,
this category was expanded with new names such as Sting
or Samurai.


Given the existing background and high level of recognition
of the “Cuckoo” brand, this is seen as a stong energy drink
competitor to the coffee flavor energy drink 247

To see more clearly the surge of this product line, we can
compare the sales of Wake-up 247 and Red Bull in Vietnam.
In 2014, Wake up 247’s revenue was less than 1/3 of Red
Bull, but four years later, Vinacafe Bien Hoa’s brand
outpaced Thai energy drinks by two digits.
Of course, Red Bull Vietnam’s sales do not fully reflect the
consumption of “Cuckoo” in Vietnam. Althought there are

domesticall produced products produced by Red Bull
Viietnam factory, products imported directly from Thailand
are still comsumes very strongly in the Vietnamese market.

III.

Marketing Strategy:

1. Target Segmentation
 Geographic:
 Region: Viet Nam
 Density: Urban


 Demographic
 Age: 16-40
 Gender: males & females
 Occupation: student, officer, business, employees
 Psychographic:
 Social class: Middle class, Upper class
 Lifestyle: out-going, busy, enjoyable, youth
 Personality: trendy, maturity, personality,
tranquility
 Behavior:
 Likes to relax
 There is brand awareness
 Catch the trend
 Constantly stressed

2. Marketing Mix: 4P

 Product:
 Wake-up 247 brings a feeling of refreshment,
awakening, and sleepiness immediately dispel
 The product is a unique combination between
coffee and energy drinks
 The packaging brings a new, eye-catching feeling.
 Provides more energy, minerals, vitamins B3, B6
 Replenish water after hard word
 Price:

Capacity
Amount
Price

Redbull

Number one

250 ml
24
197.000
VNĐ

240 ml
24
185.000
VNĐ

 Place:
Vinacafe currently has:


Wake up
247
250 ml
24
162.000
VNĐ


 1 factory in Bien Hoa
 6 exclusive distributors
 400 wholesales point
 3000 retail locations
 Promotion:
 Change the bottle cap to receive code in the game
“League of Legends” to have a chance to receive
Iphone x
 Predict to win the score of the Vietnam vs
Indonesia football match (SEA Games 30 final) to
receive VND 247 million immediately

IV.

Financial Summary

1. Sale forecast


2. 3 years projector
3 YEAR MARKET PROJECTION

YEAR 1

YEAR 2

YEAR 3

375,000,000

393,750,000

412,312,500

5%

7%

YEAR 1

YEAR 2

YEAR 3

Market
share

36%

39%

42%


Sell out

135,000,000

153,562,500

173,171,250

13,75%

12,77%

Market size
Market
growth

3 YEAR BUSINESS AMBITITION

Growth
3. Marketing bubget


Expense

QIII/
2020
(32%
)


QIV/
2020
(27%
)

QI/20
21 (2
2%)

QII/
202
1 (1
9%)

Total

Advertisi
ng (26,4
%)

3,815

3,100

2530

2,18
5

11,500


Event (60
,1%)

25,20
0

Word-ofmouth
marketin
g (1,7%)

240

202,5

165

142,
5

750

Sales Pro
motion (0
,3%)

34.5

29


23.7

20.5

107.5

Backup p
lan (10%)

1265

1060

870

750

3,950

Total

30,55
0

4,390

3593.
5

3,09

5

40,100

Programs

25,200

Detail

Price

Quatity

Total


Advertising

Posters

Videotapes

Design
posters
Print

3,000,000/post
er
29.000/poster


Rent poster
place
Idea
Influencer
Ekip

Social
media

Youtube
Facebook
Tiktok

Event

Entertainm
ent acoustic
show

Creative &
Planing
Production
Activity
Technical
Vanue

Word-ofmouth
marketing
Sales

Promotion

2 poster

6,000,000
11,600,000

4.000.000/week

400
posters
8 week

47.000.000/clip

4 clip

188.000.00
0

20.000.000/per
son
12.500.000

8 persons

600.000.000/m
onth
400.000.000/m
onth

200.000.000/m
onth
120.000.000/1
plan

8 months

160.000.00
0
100.000.00
0
4.800.000.0
00
3.600.000.0
00
3.600.000.0
00
480.000.00
0

870.000.000/1
event
760.000.000/1
event
500.000.000/1
event
240.000.000/1
event
60.000.000


4 event

8 days

8 months
8 months
4 plan

4 event
4 event
2 event

10.000.000.
000
4.000.000.0
00
5.200.000.0
00
1.280.000.0
00
600.000.00
0

Person-toperson

Write pr
articles

Sampling


Booth
sampling

2.000.000/p

2 booth

4.000.000

Rent
location
Hire staff

4.000.000/day

4 months

16.000.000

8 persons

8.000.000

Design
posters
Glass

1.000.000/pers
on
1.500.000/post

er
15.000/p

4 poster

6000.000

3200
pieces

48.000.000

Tea spoon

1.000/p

4000
pieces

4,000,000

Gift

Total
Back up
plan 15%
Total

10 post


32.000.000

31.740.000.
000
4.761.000.0
00
36.501.000.


000