NH Màn Hình 2023-12-18 Lúc 14.45.27

ASSIGNMENT 2 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2. Marketing Processes and Planning
Submission date 11/12/2023 Date Received 1st submission 11/12/2023
Re-submission Date Date Received 2nd submission
Student names & codes Final scores Signatures
1.Nguyen Thi Giang -Bh00962 Giang
2. Nguyen Thi Kieu Trang-Bh00948 Trang

Group number:
3. Nguyen Tien Duc-Bh00394 Duc
4. Hoang Thị Minh Phương -BH00706

Phuong
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Class BA06301 Assessor name Ngo Thuy Quynh

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Table of Contents
I.Part A ............................................................................................................................................................................................................ 13
1.Introduction ................................................................................................................................................................................................ 13
2. Marketing mix model 7Ps .......................................................................................................................................................................... 15
2.1 Product ............................................................................................................................................................................................................. 15
2.1.1 Trung Nguyên ............................................................................................................................................................................................ 15
2.1.2 Starbucks ................................................................................................................................................................................................... 18
2.2Price ................................................................................................................................................................................................................... 19
2.2.1 Trung Nguyen ............................................................................................................................................................................................ 19
2.2.2 Starbucks ................................................................................................................................................................................................... 20
2.3.Place ................................................................................................................................................................................................................. 20
2.3.1 Trung Nguyen ............................................................................................................................................................................................ 20
2.3.2 Starbucks ................................................................................................................................................................................................... 22
2.4.Promotion ........................................................................................................................................................................................................ 22
2.4.1 Trung Nguyen ............................................................................................................................................................................................ 22
2.4.2 Starbucks ................................................................................................................................................................................................... 23
2.5. Process ............................................................................................................................................................................................................ 25
2.5.1 Trung Nguyen ............................................................................................................................................................................................ 25

2.5.2 Starbucks ................................................................................................................................................................................................... 26
2.6.Physical Evidence ............................................................................................................................................................................................. 26
2.6.1 Trung Nguyen ............................................................................................................................................................................................ 26
2.6.2 Starbucks ................................................................................................................................................................................................... 27
2.7 People ............................................................................................................................................................................................................... 30
2.7.1 Trung Nguyen ............................................................................................................................................................................................ 30
2.7.2 Starbucks ................................................................................................................................................................................................... 31
3.Evaluate business goals ....................................................................................................................................................................................... 32
3.1 Trung Nguyen ............................................................................................................................................................................................... 32
3.2 Starbucks ...................................................................................................................................................................................................... 33
II.PART B ......................................................................................................................................................................................................... 34
1.Executive Summary ..................................................................................................................................................................................... 34
2.Situation Analysis ........................................................................................................................................................................................ 36
2.1 Geographic segmentation ................................................................................................................................................................................ 36
2.2 Demographic segmentation ............................................................................................................................................................................. 37
2.3. Classification by behavior................................................................................................................................................................................ 38
3.Elements in the marketing environment .................................................................................................................................................... 40
3.1. Trung Nguyen coffee microenvironment ........................................................................................................................................................ 40

3.2 Macroenvironment of Trung Nguyen coffee ................................................................................................................................................... 43
4. Level of competition in the market ............................................................................................................................................................ 47
4.1 Review of Trung Nguyen coffee ....................................................................................................................................................................... 47
4.2 Review of Highlands coffee .............................................................................................................................................................................. 47
4.3 Review of starbucks coffee .............................................................................................................................................................................. 48
4.4 Positioning map ................................................................................................................................................................................................ 49
5. Objective .................................................................................................................................................................................................... 50
5. 1.Specific ............................................................................................................................................................................................................ 50
5.2. Measure .......................................................................................................................................................................................................... 50
5.3. Achievable ....................................................................................................................................................................................................... 51
5.4. Relevant........................................................................................................................................................................................................... 51
5.5. Time-Bound ..................................................................................................................................................................................................... 52
6. Marketing strategy ..................................................................................................................................................................................... 52
6.1 Segment............................................................................................................................................................................................................ 52
6.2 Positioning ........................................................................................................................................................................................................ 54
a. Brand ............................................................................................................................................................................................................... 54
b. Logo ................................................................................................................................................................................................................ 54
c. Positioning strategy for instant salt coffee products...................................................................................................................................... 55

6.3 Differentiation Strateg ..................................................................................................................................................................................... 58
a. Quality............................................................................................................................................................................................................. 58
b. Products: ......................................................................................................................................................................................................... 58
c. Packaging and product design: ....................................................................................................................................................................... 58
d. Technology application:.................................................................................................................................................................................. 58
e. Access to multinational markets: ................................................................................................................................................................... 58
f. Marketing and advertising campaigns: ........................................................................................................................................................... 58
g. Commitment to sustainability: ....................................................................................................................................................................... 58
6.4 Marketing mix 7Ps strategy.............................................................................................................................................................................. 59
a. Product............................................................................................................................................................................................................ 59
b. Price ................................................................................................................................................................................................................ 59
c. Place ................................................................................................................................................................................................................ 60
d. Promotion ....................................................................................................................................................................................................... 60
e. People ............................................................................................................................................................................................................. 61
f. Process ............................................................................................................................................................................................................. 61
g. Physical evidence ............................................................................................................................................................................................ 62
7. Action program (5W-1H) ............................................................................................................................................................................ 63
7.7 Controls and monitoring .................................................................................................................................................................................. 69

III.PART C ........................................................................................................................................................................................................ 69
1. Communication goals and objectives ................................................................................................................................................................ 70
2. Potential customers ........................................................................................................................................................................................... 70
3. Frequency and reach: ......................................................................................................................................................................................... 71
4. Communication channels: .................................................................................................................................................................................. 71
5. Control and monitoring: ..................................................................................................................................................................................... 72
IV. Reference .................................................................................................................................................................................................. 73
I.Part A
1.Introduction
Welcome to my group's essay, in this article I will talk about a very famous Vietnamese brand - Trung Nguyen coffee. Let's see if
there is any information in the essay that you need to learn. Trung Nguyen Coffee is one of the leading coffee brands in Vietnam.
Trung Nguyen Coffee always aims to brings customers high quality coffee products, grown and produced according to processes
that protect the environment and ensure the health of consumers. The company pays special attention to the stages from planting,
caring for, harvesting to producing and packaging coffee, to create products with rich and unique flavors, great for coffee lovers.
Not only that, Trung Nguyen is not only famous for its high quality products but also for its smart and diverse marketing strategies,
including multimedia advertising campaigns and appearances in major events around the world. In this role I worked closely with
our team of coffee experts and coffee-passionate marketing experts to develop effective campaigns for customers and take the
brand to the world.
The main goal of my team is to analyze and research the competition to build an effective marketing plan to achieve the business's
marketing goals. The success of any business depends greatly on its ability to stand out as a brand and attract customers. So in this
essay we will identify what makes a company unique and leverage that to create compelling marketing strategies that differentiate
the business from its competitors. And We will use various analytical tools and research methods to better understand the market
and competition and then execute successful marketing campaigns to drive business growth and achieve company's marketing
goals.
2. Marketing mix model 7Ps
2.1 Product
2.1.1 Trung Nguyên
Provide a variety of products
At world-famous coffee brands, their marketing strategy considers coffee as just a regular drink. As for Trung Nguyen, products are
continuously researched and developed to diversify. Trung Nguyen's goal is to reach and conquer all customer segments, thereby
meeting customer needs from affordable to high-end products.
Currently, Trung Nguyen coffee is divided into 4 main groups: specialty coffee, roasted coffee (ground coffee), instant coffee and
coffee beans.
Instant coffee: G7 Coffee, Trung Nguyen Legend Coffee, specially prepared Trung Nguyen instant coffee (Trung Nguyen Legend
Cappuccino Mocha, Cappuccino Coconut...), filter coffee.
Roasted coffee: Popular roasted coffee (Aspiration Coffee I, S Conquer Coffee, Vitality Coffee), mid-range roasted coffee (Premium
Blend, Gourmet Blend, House Blend).
Coffee beans: Trung Nguyen Legend Success coffee beans (1,2,3,8), Drip coffee beans (1,2,4,5,8) and Buon Ma Thuot Espresso
coffee.
Specialized coffee (Premium coffee): Legend coffee (weasel coffee), Weasel coffee, Creative coffee 8.
Trung Nguyen has been very steadfast in its goal to provide the market with many lines of coffee from popular to high-end. Besides,
this brand also created Legend Passiona coffee specifically for women. With low caffeine content, it helps supplement collagen,
anti-aging substances and dietary sugar, which has been trusted by many women.
Each product line of Trung Nguyen has its own marketing strategy associated with the mission and vision that the brand brings.
Typically, the marketing strategy of G7 coffee in terms of products is different when following its slogan: "Energy Coffee - Life-
Changing Coffee". This is the marketing strategy of Trung Nguyen coffee that has created a great buzz. New products and effective
marketing strategies helped Trung Nguyen completely change the landscape of the instant coffee market at that time. Possessing
a rich flavor and intact aroma that confirms "real coffee", G7 coffee products have made a great impression on customers and are
increasingly spreading their brand around the world.
Focus on quality to create "Creative Coffee" and "Personalization"
Trung Nguyen always aims for quality and taste. Each coffee bean is carefully selected, and the roasting process is applied using
state-of-the-art equipment. In addition, it is worth noting that the unique combination of roasting and drying formula brings a
different flavor to each cup of coffee.
Trung Nguyen's product marketing strategy focuses on "creative coffee" and "personalization". Products are launched based on
investment in market research as well as customer needs and tastes. Trung Nguyen targets a diverse customer base from young
people to the elderly.
Each age group has different tastes in enjoying coffee. Therefore, Trung Nguyen has applied the "personalization" strategy, this
brand has launched many lines from Robusta Coffee, Arabica Coffee, Weasel Coffee for high-end customers or G7 Passiona
exclusively for men. beautiful with low caffeine content, low sugar combined with Oriental herbs that supplement collagen and
anti-aging.
Selling philosophy of life to make a difference
Among current social work enterprises, there is no enterprise that invests in intellectual value like Trung Nguyen. "Journey From
the Heart - Journey of Great Will - Starting a Business to Build a Nation for 30 Million Vietnamese Youth". The marketing strategy
initiated by Trung Nguyen Legend Group has brought a philosophy of life, creating a difference for the brand.
By donating tens of millions of precious, life-changing books to Vietnamese youth, Trung Nguyen has empowered them with correct
and comprehensive knowledge. The number of books is expected to reach more than 200 million books at a cost of nearly 5 billion
dollars. The book donation campaign received enthusiastic response from former ministers to economists, artists, organizations,
social organizations, businesses, sponsors, influential figures, elites, communication... thereby spreading knowledge, as well as
affirming the brand value brought to the community. ( Nguyen Kim Khang ,2020)
2.1.2 Starbucks
Category – Product quality:
Currently, Starbucks is growing more and more with many choices and a variety of drinks and desserts that the world's number 1
coffee brand has brought to consumers. Experience with many colors, many flavors and above all, the unique feeling that Starbucks
is aiming for everyone. With a thorough and close research and study process for the needs of users, Starbucks coffee system has
drawn criteria and also made some innovations for the product portfolio and drinks that meet the quality and taste requirements
that are more suitable for users.
Currently, the entire Starbucks system around the world has innovated product lines to attract customers' tastes and innovate with
a completely new perspective to meet consumers' needs for coffee.
Product pricing – Starbucks core values
- Based on the type of coffee beans (Roasting and grinding whole beans ensures smoothness and produces every drop of pure
coffee, creating a rich flavor, creating a standard cup of coffee with a sweet, rich and delicate taste for consumers.
- Based on roasting level: Light, medium and deep roasting
- Based on taste and caffeine: Improved into flavored and unflavored coffee, completely eliminating coffee products containing
caffeine and replacing it with decaf coffee. With innovation on the system's menu coffee. Starbucks also releases limited product
lines to create attraction, scarcity, and above all, a form to retain customers longer term. To further promote the demand for
Starbucks products, Vietnam's No. 1 coffee brand also focuses on the culture of each region throughout the region as well as around
the world.
2.2Price
2.2.1 Trung Nguyen
To survive in the market, price is a very important factor. With the price picky mentality of Vietnamese consumers, Trung Nguyen
always tries to maintain average prices. Based on each different product type, prices are also adjusted to suit the market segment
and target customers.
In addition, Trung Nguyen also implements preferential and differentiated pricing policies for each customer segment. Product
prices range from 7,000 to 140,000 VND, everyone can spend money to buy a cup of coffee to enjoy. Or for customers who prefer
G7 instant coffee products, they can also easily buy their desired product with prices ranging from 21,000 - 200,000 VND.
The pricing strategy has helped Trung Nguyen gain a competitive advantage over the products of major competitors such as
Nescafe,Starbucks... From saving a large amount of transportation costs in the process of distributing products from the factory to
stores. products have helped the price of each type of Trung Nguyen coffee be lowered, stabilized, and easily competitive.
For brand franchising, Trung Nguyen franchise agents price each cup of coffee 50% higher than Starbucks coffee and 25% higher
than domestic coffee products. The strategy has helped Trung Nguyen achieve many successes, most notably as a franchise brand
in Tokyo. This is also the biggest lever for the development of Trung Nguyen system worldwide. ( Nguyen Kim Khang ,2020)
2.2.2 Starbucks
In today's times, the product pricing methods of some organizations or businesses are becoming more and more diverse and
innovative to meet more consumer needs in a number of popular forms. By buying a premium, the leader loses or charges additional
costs and increased rates. That's why Starbucks decided to price its products according to a premium pricing strategy. Because
according to the trend of Vietnamese people in particular and the world in general, people often have the motto: "You get what
you pay for" or "Money comes with quality", so Starbucks has focused on this. Consumer psychology is very smart to push consumer
KPIs to the highest level, so this form is very popular with consumers around the world. In the Vietnamese market, the coffee
system also applies a voucher priced at 10,000 VND for Starbucks members' drinks when they use Starbucks branded products. In
addition, on holidays or major events, members of the world's No. 1 coffee system will enjoy many incentives on drinks.
2.3.Place
2.3.1 Trung Nguyen
Thanks to strong development efforts, Trung Nguyen has the ambition to become a large coffee supplier and distributor in Vietnam.
Accordingly, all forms of distribution from traditional to modern have been applied to achieve their goals.
In order to ensure the distribution system operates most effectively, Trung Nguyen has established 5 branches in most major cities
of Vietnam including: Hanoi, Ho Chi Minh City, Da Nang, Lam Dong and Can Tho. Regarding distribution channels, this brand
currently has 3 main distribution channels: Traditional channel, modern channel and franchise system.
- For traditional channels

In traditional distribution channels, Trung Nguyen mainly focuses on distributing medium and large quantities of coffee. The product
lines are most accepted and trusted by consumers. Products with mid-range prices, accessible to the majority of customers.
Traditional distribution channels include: Wholesalers (distributors); Retailers (small points of sale or retail stores such as grocery
stores) and consumers. Since 2010, Trung Nguyen has had 4 coffee roasting factories, 2 instant coffee processing factories across
Vietnam, a network of 600 coffee shops in Vietnam, 121 exclusive distributors, 7,000 branches. branches and 59,000 product retail
stores
- For modern distribution channels
As part of the marketing strategy for Trung Nguyen's distribution system, the brand has built the G7 Mart system. This is the first
franchised retail system in Vietnam, helping to overcome the disadvantages of traditional channels, with 200 suppliers for the entire
G7 store chain across the country.
According to Trung Nguyen's vision, the G7 Mart system was born to serve the small-scale shopping habits of consumers. With the
habit of shopping close to home, G7 Mart is often a small-scale store like a convenience store. Besides providing Trung Nguyen
coffee products, the system also provides consumer products.
In addition, products are also distributed on e-commerce platforms such as Shopee, Lazada, Amazon, Taobao.com... Applying
technology on online shopping platforms such as Grab, Now, Go Food, Loship... pushes Strengthen cooperation with online
payment partners, combining door-to-door delivery.
- For franchise system
Trung Nguyen is the first Vietnamese coffee brand to carry out domestic and international franchising since 1998. In a short time,
Trung Nguyen has had about 3,000 coffee shops in 63 provinces and cities and 8 franchise stores. rights abroad. With this model,
Trung Nguyen wants to target people who want to fully enjoy the flavor and value of coffee. Therefore, carefully selected coffee
types, advanced processing technology, and a professional service team have met the satisfaction of the spiritual value of coffee. (
Nguyen Kim Khang ,2020)
2.3.2 Starbucks
With the criteria of creating maximum convenience for customers, most products at Starbuck are provided through coffee shops,
people can purchase through many sales channels or through media. different information. In addition to regular stores appearing
on online stores, Starbucks has taken the high-end self-service method "Starbucks on the go", this strategy brings a list of hot drinks
that are tastier, more wonderful. on current electronic devices such as Android, IOS,…
Understanding the regular coffee consumption habits of office workers, Starbucks has used a partnership plan with companies to
place stores in their working buildings. In addition, they also do the same thing at convenience stores, high-end hotels and airports.
In these places, there are many people passing by and the customer base is often high-income customers. Thanks to that, Starbucks
rapidly expanded its market share at a breakneck speed.
2.4.Promotion
2.4.1 Trung Nguyen
Trung Nguyen Coffee can create a unique image and focus on expressing the luxury, quality and special flavor of Vietnamese coffee
products. Accordingly, 3 PR, advertising and promotion campaigns focus on creating attractive images of typical coffee.
PR activities
Coffee product logo shows modern style. With a 3-dimensional space block embossed on the sea background, with sharp color
tones. The pyramid structure represents the desire to rise, placed on a brown background, representing a solid foundation for
development.
Trung Nguyen does not focus on advertising but on PR activities. The company breathes national soul into its logo and slogan and
arouses national pride in each product. With an easy-to-remember and impressive slogan "Sparking creativity". The Group also
brings many positive values to the community, typically the commitment to sponsor the Overseas Study Scholarship project to
support other brands when they encounter difficulties such as Thanh Long Vietnam, the Prime Minister's Project. World Coffee
Palace in Dak Lak. This helps the brand quickly receive trust from the community.
Advertisement
Trung Nguyen is also a brand that takes great care in investing in TVC advertising. Trung Nguyen's advertisements are often shown
during prime time on national television channels such as VTV1, VTV3... This helps the community remember the brand.
Trung Nguyen's advertising campaign makes people familiar with slogans related to "creativity" or "national spirit". The brand has
directed viewers to the creative element throughout the campaign "Trung Nguyen - Coffee group specializing in creative brains".
Trung Nguyen clearly demonstrated his extremely strong bravery through his fast, strong and decisive image when ending the video
with the declaration "When you need to be creative, choose Trung Nguyen".
Promotion
Trung Nguyen's coffee marketing strategy also implements promotional programs that are both suitable for each time and suitable
for long-term campaigns such as: Discount program: Buy 1 thermos and get 10 cups of instant coffee free. quality, or organize mini
games on October 20...
In addition, Trung Nguyen also cooperates with online payment services such as Moca and launches a 50% promotion when paying
through this platform. Take advantage of your influence on social platforms Facebook and Youtube to run free advertising
campaigns. ( Nguyen Kim Khang ,2020)
2.4.2 Starbucks
When analyzing Starbucks' marketing strategy on mixed promotion, this brand has focused on implementing brand promotion
campaigns and applying attractive sales discount programs.
Brand advertising through social networks (social media marketing)
Social Media Marketing is an effective marketing method that helps businesses reach a large number of potential customers,
thereby building appropriate strategies to attract them online. Social networking platforms and conversion optimization.
Currently, most business customers access the Internet and use social networking platforms (Social Media) every day. According to
statistics from Statista.com in 2020, people spend an average of 135 minutes a day using social networks.
With undeniable popularity, Social Media are clearly effective platforms for businesses to reach a large number of customers,
deploy appropriate marketing campaigns to attract them and increase conversion rates. convert.
Understanding that, Starbucks has also taken full advantage of social networks, becoming one of the most mentioned coffee brands.
Knowing that customers not only need to drink coffee but also want to share those moments with friends and family, this brand
has increased its presence on popular social networking platforms such as: Facebook, Instagram, Twitter, Pinterest and turn coffee
drinking into a customer hobby.
Not only is it successful with its products, but this brand also conveys Starbucks' coffee drinking culture by sharing images of
customers enjoying life alongside cups of coffee at their stores.
Such images have attracted attention on social networks. The central image in many posts is not Frappuccino or Espresso cups but
customers chatting and enjoying coffee together in a quiet and gentle space.
An effective social media marketing campaign of Starbucks can include the campaign: "Tweet-a-coffee". The Tweet-a-Coffee
campaign allows people to give a $5 gift card to a friend simply by placing @tweetacoffee and their friend's Twitter handle.
In two months, more than 27,000 users tweeted about a cup of coffee and Starbucks' campaign. This has increased the brand
recognition of this famous coffee company. Not only that, Starbucks also has customer information, such as Twitter handle images
for thousands of coffee lovers.
Implement promotional programs
Implementing attractive promotions is also one of Starbucks' marketing strategies.
A prominent Starbucks promotion is the promotion used in Starbucks Rewards, which is a program involving free gifts that
customers can take advantage of after purchasing a certain number of Starbucks products. company.
Besides, in Vietnam, when buyers own a membership card, a special incentive for them is to receive a free drink when paying the
first 200,000 VND.
In addition, on their birthday, customers are given a free cake to express the store's congratulations and concern for service users.
Thanks to these promotions, it has promoted the word-of-mouth marketing process, bringing Starbucks closer to customers
2.5. Process
2.5.1 Trung Nguyen
From a customer perspective, the Trung Nguyen brand brings a unique service experience in the Vietnamese coffee market. The
brand focuses on high-quality coffee beans, roasted in-house and brewed using traditional Vietnamese methods, creating the
distinctive flavor customers are looking for.
From an organizational perspective, Trung Nguyen has designed and managed its service processes to ensure consistency in
customer experience. The company controls the entire coffee production process, from planting and harvesting beans to roasting
and packaging, ensuring quality and consistency throughout.
Trung Nguyen's service processes are designed to deliver the desired customer experience by linking different service operating
systems. For example, the company has established cafes across Vietnam, allowing customers to experience the Legend brand in a
unique setting. The stores have unique atmospheres and designs, incorporating traditional Vietnamese elements, creating a
distinctive brand image.
The company also offers online ordering and delivery services, allowing customers to enjoy the Legend brand at home. The delivery
process is designed to ensure coffee beans reach customers quickly and efficiently while maintaining quality.
The diagrammatic service delivery method used by Trung Nguyen Coffee includes a step-by-step process to ensure consistency in
product quality. The company sources high-quality coffee beans from different regions of Vietnam, then roasts and blends them to
create unique blends with exceptional flavors.
The company also ensures that its products are delivered to customers promptly and efficiently through a well-designed distribution
system. Trung Nguyen Coffee has a network of more than 1,000 distributors and retailers throughout Vietnam, ensuring Trung
Nguyen's products are easily accessible to customers.
In addition, Trung Nguyen Coffee focuses on customer service and strives to create a positive experience for customers. The
company has a team of highly trained baristas who provide customers with personalized service and help them choose the coffee
that best suits their preferences.
Overall, Trung Nguyen Coffee's service process design focuses on providing high-quality coffee products with unique Vietnamese
flavors, while providing excellent customer service and product guarantees. delivered to customers promptly and effectively.
2.5.2 Starbucks
Process is understood to refer to a set of activities performed to achieve something. And at the store, Starbuck will carry out a
process including a number of activities to provide its products to customers such as from ordering to the packaging and packing
process for take away. This process is completely transparent, meaning the entire process is visible to customers. The video is based
on the actual drink ordering process at Starbucks stores. When you visit and order a drink, the store staff will ask your name and
write it on your glass. As we all know, Starbuck is a famous brand, so surely this company's products must also be of high quality to
be able to retain and win the hearts of consumers. When customers come to Starbuck, they will line up to experience the process
of the staff serving them, and that is the last thing Starbuck's management wants because they always focus on the quality of the
product. The store will use the highest technology to maintain high standards. Store staff must ensure that the level of hygiene in
the stores is appropriate. In addition, the coffee grinder must cleaned and maintained at all times and many other standards
Easy payment process: via Starbucks reward card, bank card, or cash, via e-wallet (apple pay, paypal, chase)
Payment: When using a registered Starbucks card, customers can recharge, pay and accumulate points easily. Besides the main
designs of Starbucks cards, Starbucks Vietnam will also introduce limited designs of each season. The Starbucks mobile application
available on iOS and Android operating systems will help customers quickly pay at the store by scanning a barcode connected to
the registered Starbucks. Customers can register multiple Starbucks cards to their account, all of which will be connected to the
Starbucks app. Besides paying by phone, customers can easily check their account balance, existing star points, and quickly search
for the smartest Starbucks stores.
2.6.Physical Evidence
2.6.1 Trung Nguyen
Trung Nguyen Coffee plays an important role in shaping customer experience and service behavior. Coffee quality and service can
influence customers' perception of the brand and their willingness to return. Thus, Trung Ca Nguyen can signal quality, position,
make a difference and affirm the brand in the minds of customers. Trung Nguyen Coffee is also a core component in the value
proposition that the brand brings. That is one of the main reasons why customers choose Trung Nguyen over other coffee brands.
By focusing on the quality and consistency of their coffee, Trung Nguyen can enhance their value proposition and create a unique
selling proposition that sets them apart from their competitors. Additionally, Trung Nguyen coffee can facilitate service encounters
and improve productivity. Properly brewed coffee can help wait staff make a positive impression on customers, leading to better
satisfaction and loyalty. Furthermore, when customers are satisfied with their coffee, they are more likely to stay longer, spend
more, and recommend the establishment to others, leading to increased sales and growth for the brand.
2.6.2 Starbucks
Starbucks' physical environment not only includes store designs, coffee cups, logos, and napkins, but the brand also creates an
atmosphere
The atmosphere is inviting and comfortable for customers. Furthermore, they adopted a completely new approach to designing
their stores, requiring Starbucks designers to create distinctive local looks for each store. Entering a Starbucks store, you will easily
recognize the neat and clean space with a meticulously installed lighting system for each corner of the room, this will increase the
CUSTOMER EXPERIENCE WHEN ENJOYING THE BIKE. HOSNG HERE. Starbucks builds its brand with 4 main decoration styles:
+ Heritage style design: wooden floors, stained concrete floors or floral tiled floors, metal chairs and factory-style lighting systems.
Large and long tables, club chairs and wooden blinds evoke the feeling of the turn of the last century.
+ Regional Modern design: uses bright spaces, with attic-like lighting systems equipped with regionally inspired furniture and
culturally relevant structures to create A quiet and modern resting place after the noise and bustle of the vibrant world.
+Concept style shop design: is a unique environment created by designers to explore innovations inside the coffee shop, called
"design sandboxes". This feeling of discovery spreads. radiate to all who visit, through daily coffee and tea gatherings, art events
and community gatherings.
+Artisan style bar design: celebrates simple materials such as exposed steel beams, brick walls, factory double-pane glass and hand-
polished woodwork in a creative gathering place for cultural and artistic activities.
2.7 People
2.7.1 Trung Nguyen
Nguyen Trung Nguyen is a famous Vietnamese coffee brand both domestically and internationally. Regarding how to become a
preferred employer, Trung Nguyen aims to select the right people for its team. They understand that no employee is perfect and
that different jobs require different skills, styles and personalities. Therefore, they make an effort to recruit candidates who fit the
company's core values and culture, focusing on recruiting individuals who have a natural enthusiasm for their employment contacts.
By prioritizing hiring individuals who embody the company's values and culture, Trung Nguyen ensures that its employees are
aligned with the brand's mission and goals. This, in turn, helps create a positive work environment and promote employee job
satisfaction. Additionally, by recruiting individuals with naturally warm personalities for customer-facing roles, Trung Nguyen is able
to provide excellent customer service and enhance the overall customer experience.
Organizational culture, purpose and strategy:
Service staff need to clearly understand the culture, purpose and strategy of Trung Nguyen Coffee to effectively communicate
brand values and goals to customers. This helps create a consistent customer experience and increases brand recognition.
Communication and technical skills: Service employees need to possess strong interpersonal skills to effectively interact with
customers, build relationships, and resolve any issues that may arise. Additionally, technical skills are needed to ensure that service
personnel can perform their jobs effectively and efficiently.
Knowledge about products/services:
Service staff need to have a deep understanding of Trung Nguyen's products and services to provide accurate information to
customers, answer questions and make recommendations. This helps build customer trust and loyalty, while ensuring customers
have a positive experience with the brand. Trung Nguyen Coffee understands that to provide exceptional service to customers,
employees need to be fully informed about new policies, changes in service features and new initiatives in quality and quantity.
Therefore, the company takes special care to inform its employees about any changes or updates that may affect their work. Trung
Nguyen aims to foster team spirit and support the common goals of businesses across national borders. This helps create a cohesive
and productive work environment and ensures that all employees are working towards the same goals.
By fostering a shared sense of purpose and team spirit, Trung Nguyen is able to create a positive work culture that encourages
employee engagement and motivation. Trung Nguyen also realized that updating employees on new policies and initiatives could
complement training efforts.
By ensuring that employees are aware of any changes or updates, companies can help ensure efficient and satisfactory service
delivery. This, in turn, can help achieve productive and harmonious working relationships, build employee trust, respect and loyalty,
and ultimately enhance the overall employee experience pellets pellets client.
2.7.2 Starbucks
Market target
Starbucks' main target market is men and women between the ages of 25 and 40. They make up nearly half (49%) of the business.
This target audience grows at 3% per year. People aged 18 to 24 account for a total of 40% of Starbucks' revenue. The younger
demographic is growing at 4.6 percent each year.
Children and teenagers are also a large part of Starbucks' customer base. Customers 13 to 17 years old account for only 2% of
Starbucks' revenue, but most children's items are purchased by parents.
Starbucks sees itself as an experience provider, not simply a chain of stores. They want to build an environment that blends home
and work.
Staff
Starbucks has a large and extremely diverse workforce. The brand has built a plan to employ about 240,000 more employees
worldwide by 2021. The company is also famous for spending a lot on employee training and development. They have a special
culture where the new employee is the "supreme" person. Build a workplace culture in the direction of creating friendly
relationships and focusing on employee morale. Because employees will directly face customers, their attitude and spirit are nine
important keys for customers to come back a second time.
All Starbucks employees have the right to express their opinions and feelings about services and products. Starbucks has the basis
to improve the customer experience and business model to suit the product, Starbucks focuses on promoting the positive aspects
to make the product better. Therefore, employees feel part of the organization and they will devote themselves to achieving the
goals set by the organization, as well as in their work. Starbucks motivates employees to strive and develop by creating career
advancement. An employee can become a shift leader, foreman, bar manager... depending on experience and working time.
Therefore, Starbucks employees will confidently demonstrate their abilities and be willing to learn new knowledge. The
combination has created a special working environment and culture at Starbuck
3.Evaluate business goals

3.1 Trung Nguyen
Based on Trung Nguyen's 7P marketing mix analysis, it can be seen that the company has a clear strategy and has deployed many
different tactics to achieve its business goals.
The company has a strong brand image and reputation for producing high-quality coffee products. The company has invested in
various marketing initiatives such as advertising, social media and promotions to increase brand awareness and reach a wider
audience. Trung Nguyen has also diversified its product portfolio by introducing new coffee blends and expanding into other
product categories such as tea and snacks.
In terms of price, the company offers products at various price points to cater to different market segments. The pricing strategy is
competitive and based on the value proposition provided to the customer.
The company also offers promotions and discounts to attract customers and increase sales. Trung Nguyen has established a strong
distribution network both online and offline to ensure its products are easily accessible to customers. The company also focuses on
providing a positive customer experience by training employees, ensuring product quality, and maintaining a clean and inviting
atmosphere in its stores.
Overall, based on Trung Nguyen's 7Ps marketing mix analysis, it seems the company is on the right track to achieve its business
goals. The company has implemented various tactics to build a strong brand, increase sales, and deliver a positive customer
experience.
However, it is important to note that the success of a marketing strategy depends on various external factors such as market
competition, consumer behavior and economic conditions, which can affect the company's ability to achieve its goals
3.2 Starbucks
Based on Starbucks' 7P marketing mix analysis, it can be seen that the company has a clear strategy and has deployed many different
tactics to achieve its business goals.
Starbucks offers a wide range of coffee products, milk drinks, teas, snacks and specialty drinks. They focus on providing high quality
and diverse products to meet customer needs and preferences. Starbucks products have a strong brand and are highly appreciated
for their quality and taste.
Starbucks adopts a higher pricing strategy than its industry competitors. This partly reflects the high quality and value of their
products. Starbucks creates a fantasy of value and positions itself as a premium coffee destination as part of its brand positioning.
Starbucks has a wide network of countries and regions worldwide. They focus on opening coffee shops in convenient locations and
creating comfortable spaces for customers to enjoy drinks and meet friends. Starbucks locations are often carefully chosen to serve
both local and tourist customers.
Starbucks uses many marketing methods to create awareness and strengthen its brand. They invest in media advertising, online
advertising, social media and digital marketing campaigns. Starbucks also creates loyalty programs and discounts to promote return
visits and build long-term relationships with customers.
Starbucks employees are professionally trained and considered an important element of the customer experience. They are trained
in bartending skills, product and service knowledge, and how to interact with customers. Starbucks employees are generally
considered friendly, enthusiastic, and willing to assist customers.
Starbucks invests in interior space and equipment to create a comfortable and attractive environment for customers. Starbucks
coffee shops are often spacious, offering comfortable sitting areas, free wifi, and soothing music. They also ensure that physical
objects such as cups, glasses, and pitchers meet their brand and quality standards.
So we can see that Starbucks' business strategy is highly appreciated in creating a strong and trustworthy brand in the coffee
industry. They focus on providing high-quality products, creating comfortable spaces, and building relationships with customers.
Higher pricing strategies and convenient locations also play important roles in positioning the Starbucks brand as a premium coffee
destination.
=> Through this, we see that both Trung Nguyen coffee and Starbucks have separate marketing strategies to attract and retain
customers.
Trung Nguyen focuses on bringing high quality coffee, creating coffee products at prices suitable for the high-end market, to create
a feeling of luxury and high quality for customers, and create a culture Vietnamese coffee chemistry
Starbucks creates a high-end and creative experience in the store space. That's why Starbucks applies quite high prices for its coffee
products, associated with a high-end brand image and a special experience that customers enjoy. goods received when visiting the
store.
II.PART B
1.Executive Summary
-New product: ‘’Sachet instant salt coffee’’. Coffee is loved by many Vietnamese people, from young to old people all love and
choose coffee to use. People often use coffee in conversations, chatting with each other or at work to "warm up" the mind, so that
the mind is clearer and more alert to handle work. Therefore, our group decided to choose a salt coffee product so that everyone
can experience it.
-Summary of 7ps strategy
Product:
Sachet Salt Coffee is a unique and different product, combining the rich flavor of coffee and a bit of saltiness from salt.
The product can come in many different flavor variations, such as salted salt coffee, salt caramel coffee, or salt and pepper coffee.
Sachet Salt Coffee can be packaged in convenient sachets that are easy to carry and use.
Price:
The price of Packaged Salt Coffee must be determined to be competitive and consistent with the value of the product.
Package size options can be offered to meet customer needs and budgets.
Place:
Sachet Salt Coffee can be sold through coffee shops, supermarkets, shopping malls and online.
It is necessary to ensure that the product is available and accessible to customers.
Promotion:
Advertising and marketing campaigns can focus on product differentiation and the benefits of combining coffee and salt.
Traditional and digital media channels can be used to promote products, including television ads, radio, billboards, social media,
and websites.
People:
Employees in coffee shops or product points of sale need to be trained to understand the product and be able to advise customers
on how to use and experience Sachet Salt coffee.
Process:
The production process of Sachet Salt coffee needs to ensure high quality and retain the unique flavor of the coffee.
The product packaging and distribution process also needs to be well managed to ensure the product is delivered to customers in
the best condition.
Physical Evidence:
Sachet Salt Coffee needs to be packaged in attractive and high-quality packaging to help create a good impression on customers.
Provide detailed product information, such as ingredients, usage instructions, and benefits, so customers can clearly understand
the product and make purchasing decisions.
- Objective: The goal of launching the product "Salt coffee in sachets" is to diversify products and expand Trung Nguyen's market
share in the market to help Trung Nguyen stand firm and go further in the market. powdered milk market while increasing revenue
for the company.
2.Situation Analysis
2.1 Geographic segmentation
Geographical area Characteristic
City People living in the city have a high standard of living and
stable income. Having a need to decorate and care for
their home, they will buy products that meet nutritional
value and convenience for the family.
Target customers are families with young and elderly
people with high income. This is also a segment of
customers who have the behavior of buying large
quantities of products to store so they can be used at any
time.
Rural, suburban Low and medium income and they are only familiar with
highly popular coffee products, available in distribution
channels such as grocery stores and small retail stores.
Pay attention to product price and taste
2.2 Demographic segmentation
Segmentation by demographic factors is necessary because of Vietnam's increasingly young and dynamic population, stable income
level and increasingly strong penetration of many products from the country.
Consciousness Characteristic
Age: 15-25 Have independence in consumption, but income is not
high and not stable
Is a big consumer of coffee products
Like to have products with new flavors that are delicious
and provide them with energy
Age: 25 years old or older Highly independent in consumption, average income
above, stable: ability to independently purchase
consumer products of great value
Is the biggest consumer of coffee products
The age at which you get married will be the one who
decides your daily expenses
Gender: Male Often care more about quality, efficiency, and brand
than design
The design is simple but must have functionality,
convenience and practicality
Concerned about the taste and benefits of the product
Gender: Female Care about design, style, quality, brand
There is price sensitivity
Pay attention to both taste and product
Average income There is price sensitivity
There is no certain amount of loyalty to a brand
High requirements for product quality, design, packaging
High income design and added values
Occupation: Student Income is not high, only buy items of low or medium
value
Stable income: buy products in larger quantities for long-
Occupation: Working person term use
2.3. Classification by behavior

This tactic is used on the basis that customer groups with different behaviors will have different product choices.
CONSCIOUSNESS CHARACTERISTIC
LOYAL UNFAITHFUL Are customers who buy what they see or who like to diversify
There is no certain amount of loyalty to a brand
Price sensitive
EASY TO There is no consistency in the selection and consumption of a

CHANGE certain brand
Interests change, don't care about brands, buy for convenience
Price sensitive
HIGH There is consistency in the choice and consumption of a certain
LOYALTY brand
Care a lot about the value of the product
Pay attention to after-sales service
SEARCH QUALITY Quality must match the price

BENEFITS
Pay attention to the features and benefits that the product brings
Quality Guaranteered
PRODUCT Good price

PRICE
There are promotions
CUSTOMER FIRST TIME Take time to learn about the product

TYPE BUYER
Attracted by incentives
Bought for convenience, wanted to try it out
REPEAT Have faith in the brand

BUYING
Pay attention to brand programs
LEVEL OF LITTLE AND Buy suddenly when they come across the product and have a need
USE MODERATE
They are often catchy products and have high value
FREQUENT Buy daily consumer goods
The taste suits their taste making them want to buy again
3.Elements in the marketing environment

3.1. Trung Nguyen coffee microenvironment
Currently, Trung Nguyen Group has about 2,000 employees working for Trung Nguyen Joint Stock Company (HCMC), Trung Nguyen
Coffee Joint Stock Company Joint Stock Company (BMT), G7 Trading & Services Joint Stock Company and factories. Trung Nguyen
Coffee (Buon Ma Thuot), Trung Nguyen instant coffee Nguyen Coffee Factory (Binh Duong) Trung Nguyen branches in Can Tho,
Buon Ma Thuot, Da Nang, Hanoi, Trung Nguyen branches in Singapore. In addition, Trung Nguyen also indirectly creates jobs for
more than 15,000 workers through franchised coffee shops across the country.Trung Nguyen Group's management team is mostly
young, well-trained people, along with consultants with experience working in the field foreign corporations. The world's leading
team of experts and strategic advisors are planning with Trung Nguyen for the goal of conquest world market.
Supplier
The number of suppliers will determine the competitive pressure and their bargaining power on the industry and business. If any
There are only a few large-scale suppliers in the market, which will create competitive pressure, affecting all production and
business activities.
of industry.
However, Trung Nguyen now has an extremely efficient production system. When raw materials are used in production
The production process of instant coffee as well as other types of coffee, all of which originate from coffee farms invested and
managed by
Trung Nguyen. In other words, Trung Nguyen is a supplier of input materials for its production activities. So, competitive pressure
from
Suppliers are a problem that Trung Nguyen currently does not have.
Currently, Trung Nguyen is having a program to expand 1,000 hectares of sustainable coffee in Dak Lak, contributing to increasing
the area
sustainable coffee materials in Trung Nguyen to 2,500 hectares with 1,500 farmers participating and improving the quality of
materials
raw materials to create special coffee products. Apply UTZ standards for raw sesame seeds. Thereby, Trung Nguyen Company
guarantees
trace the origin of product materials, contribute to environmental protection, and comply with international trade and labor
regulations
convention, meeting the strict standards of the market, especially the world market.( Trang,2023)
Marketing intermediaries
Pioneering in applying the franchise business model in Vietnam, Trung Nguyen currently has nearly thousands of franchised coffee
shops across Vietnam domestically and eight overseas coffee shops in countries such as the US, Japan, Singapore and the UK.
Thailand, China, Cambodia, Poland and Ukraine Trung Nguyen coffee products and markets such as the US and China. In addition,
Trung Nguyen also built a system of more than 1,000 convenience stores and distribution centers nationwide.
The company said that direct export and the wholesale system of the US and Korea are opportunities to promote the salted coffee
brand in particular and the Vietnamese brand in general. Trung Nguyen also hopes that the Group's attack on E-Mart (as of January
2011, E-Mart has more than 27 stores in China) will create opportunities for packaged salt coffee to open and export to this market.
(Trang,2023)
Customers
“Connecting and developing coffee passion around the world”
This mission helps us clearly visualize who Trung Nguyen is. Trung Nguyen's customers are coffee suppliers in Vietnam and the
global market, regardless of age, gender, job, income or geographical location, but everyone. There is demand and passion for
coffee around the world. Trung Nguyen has great ambitions, how can it "connect and develop coffee enthusiasts around the
world"?
To achieve that ambition, Trung Nguyen Group has begun taking action with short-term and long-term strategies, most specifically
the strategy of building a "Global Coffee Capital" in Buon Ma Thuot. Trung Nguyen builds short-term and long-term goals "Dominate
the market"
domestic market, conquering the world market", by shifting from breadth to depth, investing in the industry, developing
domestic and international franchise system. (Trang,2023)
Main competitors in the industry:
Trung Nguyen's main competitors include the following companies:
+ Nestlé's Nescafe
As the world's leading instant coffee brand with a 70-year history, in Vietnam, this brand has become familiar.
with most people and is one of the brands with high market share in Vietnam. Currently, Nescafe has an instant coffee factory with
a capacity of 1000 tons/year, helping the company be able to best meet consumer needs.
Nescafe offers a variety of coffee products, including instant coffee, ground coffee and coffee capsules. The brand is known for its
quality consistency and rich, smooth flavor, achieved through a unique blend of high-quality coffee beans and a special roasting
process.
+ Vinacafe of Bien Hoa Coffee Joint Stock Company:
Started production in 1979 and is currently a coffee company with a high market share in Vietnam with extensive experience in
coffee production.
I. With an instant coffee factory with a capacity of 3,000 tons/year, Vinacafe has become the largest enterprise in terms of output.
capacity and leadership in instant coffee production technology. Thus, along with Nescafe, Vinacafe is considered the most
formidable opponent that Trung Nguyen has faced so far.
Vinacafe offers a variety of coffee products, including ground coffee, instant coffee and ready-to-drink coffee. This brand is
especially famous for its instant coffee products, diverse in types and popular with Vietnamese coffee consumers.
+VNM Coffee of Vietnam Dairy Products Joint Stock Company - VNM:
Currently, VNM has a coffee factory with a total investment of nearly 20 million USD on a 60,000 m2 campus in Binh Duong. The
factories have a capacity of 1,500 tons/year and are equipped with extremely modern coffee production lines at every stage.
Although previously people only knew VNM as a company specializing in milk production, with the ambition to diversify products,
VNM researched and launched an instant coffee product that first appeared on the market in September. July 2006. Although born
after Nescafe, Vinacafe, Trung Nguyen, with continuous efforts, VNM can find a place in this market in the near future. VNM coffee
has many types, including ground coffee, whole bean coffee and instant coffee. Each has its own flavor and aroma and all are made
with the same commitment to quality and sustainability. (Trang,2023)
3.2 Macroenvironment of Trung Nguyen coffee

Political and legal factors
+ Vietnam has a stable political system that is very favorable for business production and business. This has a great impact on the
marketing environment of enterprises, and marketing decisions are strongly influenced by developments in the environment.
politics. This
environment includes laws, government agencies, and pressure groups that influence and constrain various organizations and
individuals
in society.
+ Political and legal factors affect all business industries in a territory, and institutional and legal factors can threaten the viability
and
development of any industry. When doing business in an administrative unit, businesses as well as Trung Nguyen will have to comply
with the legal and institutional factors in the area. We will consider stability based on regional factors. Such conflicts can create
good
conditions for business activities, and vice versa, in unstable institutions, conflicts will adversely affect business activities in their
territory.
+Tax policy: Import and export tax policies, consumption taxes, income taxes, etc. will affect the revenue and profit of enterprises.
+ Relevant laws that Trung Nguyen needs to comply with, such as Investment Law, Enterprise Law, Labor Law, Antitrust Law, Anti-
Dumping
+Policy: State policies will affect Trung Nguyen; they can create profits or challenge Trung Nguyen, such as trade policies, industry
development policies, economic development, taxes, etc., as well as competition regulation and consumer protection policies.
Create an equal environment for Trung Nguyen to operate.
+Effectively protect Trung Nguyen when Trung Nguyen complies with the law. With Vietnam's accession to the WTO, its coffee
industry
has undergone a new transformation, especially Trung Nguyen coffee, which has become known not only in the country but also
in the
foreign market, creating more development orientations. (Trang,2023)

Economic
Vietnam's economic factor is on the rise, with many opportunities for cooperation and association new multiplier. This has a great
impact on the research businesses in our country. Specifically with Trung Nguyen:
The current economic growth rate of our country is quite high, creating many opportunities for Trung Nguyen to invest in expanding
production and business activities. However, at present, Vietnam's economy is quite unstable; the growth rate is increasing, but it
is
accompanied by rising inflation and a devaluation of the currency, causing difficulties for many of the business activities of Trung
Nguyen, especially in raw material procurement.Currently, the state allows businesses to set their own profits. The interest rate is
quite
high (16%–18%), causing difficulties in terms of capital turnover. (Trang,2023)
Sociocultural factors
+Buon Ma Thuot coffee is famous for its delicious taste and has always been considered a specialty of this plateau. Those who go
far do not forget to bring coffee as gifts, those who come here never miss the opportunity to enjoy a cup of coffee every morning.
Just like that,
the cultural element contained in the other daily drink is cultivated and flourished. The first is in popular restaurants, followed by
famous coffee processing and roasting brands, meeting the needs of people with different preferences and styles.
+ Enjoying coffee in Buon Ma Thuot is not only to stimulate the ability to consume powdered coffee to increase to 18-20% of annual
production output, but through this "channel" to bring coffee culture to step by step approach. with everyone. Drinking coffee to
connect
with the understanding of production life, the process of making this "glamorous" drink is the idea of many businesses today. In
which,
Trung Nguyen with Coffee Village in Buon Ma Thuot is one of the pioneering points towards the philosophy of "Coffee ceremony"
in
Vietnam like the tea ceremony in Japan dating back a few years.
+Currently, Trung Nguyen Cafe is having a farm in Buon Ma Thuot cafe. Therefore, Trung Nguyen easily creates cultural similarities
with
coffee ingredient suppliers as well as easily creates the characteristics of Vietnamese coffee in each of its coffee products.
(Trang,2023)
Technology factor
Vietnam's technology industry is increasingly innovating and developing. Coffee roasting technology is becoming an important
factor in creating coffee flavor and quality. New coffee roasting methods such as cold roasting, quick roasting, and smart roasting
are being used to improve coffee quality, increase uniformity, and minimize coffee loss during roasting.Coffee production
technology has evolved a lot in recent years, especially in terms of coffee processing. New processing methods, such as wet or dry
processing, are being used to create coffees with unique and rich flavors Information technology is also being used to enhance the
management, assessment, and improvement of coffee quality. The use of online coffee management applications, coffee quality
meters, and production tracking systems is helping producers and consumers monitor production, quality, and quantity of coffee
more accurately and efficiently. (Trang,2023)
Natural
Currently, the problem of pollution caused by the use of chemicals in agricultural and livestock production is causing bad impacts
on the
environment and people. Excessive use of chemicals, especially pesticides, reduces biodiversity and causes soil, water, and air
pollution.
This can lead to a loss in the quality and quantity of coffee beans, negatively affecting coffee producers and communities in the
area.The
earth is warming, and the weather changes also affect the coffee harvest in our country. (Trang,2023)
4. Level of competition in the market

4.1 Review of Trung Nguyen coffee
Competitors can say that Trung Nguyen coffee is the strongest competitor of highlands coffee. And most recently Starbucks, the
giant in the coffee industry. In addition, even The Coffee House and Gloria Jean's Highlands must be wary of these two opponents
because they are no less strong.
- Trung Nguyen Coffee, from a young coffee brand originating from Buon Ma Thuot, through many years of development in the
market, is now the leader in the coffee market and the leader in the Vietnamese market and has been sold in many countries
around the world. world. Trung Nguyen taps into the psychology of Vietnamese people using Vietnamese products, so if we consider
hihglands and Trung Nguyen, Trung Nguyen understands customer psychology better.
-About Trung Nguyen's customer base, it is aimed at people with low and affordable costs
-About location: for Trung Nguyen, we can find anywhere if we want such as shopping centers, supermarkets, stores...
-About flavor: Creative Trung Nguyen Coffee 2 has a light cockroach brown color, light aroma, slightly bitter and rich taste. This
coffee line is suitable for many users, especially those with a taste for mildly bitter coffee, with an extremely reasonable price. You
can combine it with condensed milk to make the coffee more creamy
-About the chain of stores: With the inherent advantages of Trung Nguyen, there are more than 60 stores ( Studocu, 2023)
4.2 Review of Highlands coffee

-Regarding customers: Highlands focuses on segmenting at higher levels, Highlands has succeeded in attracting businessmen or
high-income customers.
-About location: Highlands only chooses to open stores in beautiful storefronts in the city. This both shows class and helps Highlands
Coffee position itself as a luxurious and stylish coffee brand.
-About price: Coffee prices in Highlands are 10-20 thousand/cup more expensive than Trung Nguyen
-About taste: coffee at Highlands Coffee is rich
-About the chain of stores: Highlands Coffee has become the second largest coffee store chain in Vietnam with 54 branches. (
Studocu, 2023)
4.3 Review of starbucks coffee

- Starbucks is a famous brand in the world. Starbucks coffee company is headquartered in Seattle, Washington, USA; In addition,
the company has more than 23,000 stores in 64 countries. Entering the Vietnamese market since 2013, but up to this point,
Starbucks only has 77 stores across Vietnam.
-In terms of customers: the same customers are middle class, office workers and young people, but Starbucks focuses on more
high-end customers than Highlands Coffee. This high level of luxury helps Starbucks assert itself as stronger and better than
Highlands Coffee.
-In terms of shop space: Starbucks in Da Nang is located right in the city center, with a view overlooking the Han River with a cool,
spacious, modern space, suitable for office workers and those who love silence. quiet and especially tourists.
-In terms of taste: Starbucks coffee beans are different from regular coffee beans. However, the smell of Starbucks coffee is too
strong compared to other shops. And the flavor is less suitable for Vietnamese people but is very attractive to tourists from abroad
to Vietnam
-In terms of price: Because Starbucks is a foreign coffee brand, the price is somewhat expensive compared to the Vietnamese
market. (Studocu, 2023)
4.4 Positioning map
Trung Nguyen coffee - where different ideas are born. When mentioning Trung Nguyen Office, customers will immediately think of
a space for creativity, where invisible products are created by human intelligence. In addition, Trung Nguyen coffee also brings
awakening and creative energy, arousing passion and desire so that each individual can achieve success and happiness.
Looking at the positioning map, we can see that Trung Nguyen has affordable prices and good service quality, targeting customers
with high average income. With an average price, Vincafe' has an average price that is moderate but does not really focus on quality.
At the same price range, Highlands' service quality is slightly better than Nestle and Vincafe. In the higher price segment, Trung
Nguyen and Starbucks compete fiercely on service quality and customer satisfaction, not simply product quality. Among Trung
Nguyen's competitors, only Wake up has not really developed. The spirit of service is always the guideline for all activities of Trung
Nguyen and we hope to bring customers great experiences at Trung Nguyen coffee.
5. Objective
5. 1.Specific
The goal of this report is to expand more products for Trung Nguyen coffee business. First, my team will determine the specific
goals that Trung Nguyen coffee company wants to achieve with its instant salt coffee product so we need to:
+Create a unique and attractive instant salt coffee product to expand the existing product line.
+Reach a new customer base or expand the instant salt coffee market.
+Increase sales and market share of the company in the field of instant salt coffee.
5.2. Measure
To help the company evaluate the product's effectiveness and make necessary adjustments, we will first determine the metrics or
criteria that the company will use to measure goal achievement, for example like:
+Sales: Number of instant salt coffee products sold.

+Market share: Trung Nguyen coffee company's market share in the instant salt coffee market.
+Profit: Profit earned from the product.
+Customer satisfaction: Positive feedback and reviews from customers about instant salt coffee products.
5.3. Achievable
Evaluating the feasibility of the instant salt coffee product from technical, production, financial and market aspects, the company
needs to consider factors such as:
+Production capacity: Does the company have the ability to mass produce instant salt coffee products with quality and quantity
that meet market demand?
+Raw material source: High quality and stable raw material source is available to produce instant salt coffee
+Production process: Instant salt coffee production processes can be carried out effectively and ensure product quality.
+Finance: Have enough finances to invest in research, development, production and promotion of instant salt coffee products
+Market access: Have a wide distribution network and marketing channels to bring products to target customers
Therefore, the feasibility of the product is very important. The company needs to carefully consider the factors to help the company
deploy and succeed of the product.
5.4. Relevant
Expanding instant salt coffee products sold on e-commerce sites brings greater advantages for businesses to generate high profits
by advertising and enhancing brand recognition. Make sure to develop marketing goals that are relevant to your business to achieve
your goals
5.5. Time-Bound
The time frame for this marketing plan is set at 12 months. The plan will be implemented from December 2023 similar to the
previous marketing plan. This helps create an action plan and manage the product development process. Not only measured by
total time, but also divided into specific stages or milestones to track progress and ensure timely progress.
6. Marketing strategy
6.1 Segment
+Segmenting Consumer Markets
• Geographic segmentation
-According to statistics: Hanoi consumes mainly in winter (31%) and holidays (62%), while Ho Chi Minh City consumes mainly on
holidays (84%), but most of them consume varies by season and is consumed almost year-round (only 16% of consumption varies
by season).
- Trung Nguyen Coffee mainly focuses on its store system. Most are in large, densely populated cities such as Ho Chi Minh City,
Hanoi, Hai Phong, Da Nang, etc. In which Trung Nguyen Coffee chooses two key markets: Hanoi and Ho Chi Minh City. This market
segmentation represents the overall view of the market for Trung Nguyen Coffee, is a step in determining the market segment
quite accurately, bringing the brand and position as it is today.
• Demographic segmentation
-Coffee drinking habits vary by age in each region.
-Vietnam is a developing country. The average income per capita is low compared to other countries in the region and the world.
Ca Trung Nguyen pays attention to users with different inputs and stable definitions.
-One special thing is: whether Saigon people consume more or less coffee does not make their income high or low. In Hanoi, the
higher the income, the more money. People with other income can use the product regularly. However, people with low income
can also become customers of Trung Nguyen Coffee, but the ability to use the product may not be frequent.
-Most coffee buyers in Hanoi are people with a university degree or at least a high school graduate. Retired people eat the most
coffee, reaching 19.8%. As for students, at least only 8% of users. But Ho Chi Minh City almost buys coffee at all levels. People do
business the most with 26.3%. Next are students, with the fewest retirees
• Psychographic segmentation
-Vietnam as well as some neighboring Asian countries have long practiced drinking tea. Drinking coffee is a new habit that has not
been introduced to our country for a long time. Except for some people who are used to drinking coffee in the French style before.
-Vietnam is gradually developing and integrating. The market economy has brought with it new lifestyles; these new trends. Young
people are the quick adopters of this lifestyle.
-Vietnam's coffee consumption is not much but it is very diverse. The common taste of Vietnamese coffee is that it is thick and
dense.
-Hanoi people have a preference for drinking instant coffee (67%). Meanwhile, Saigon people often buy powdered filter coffee the
most, about 38%. The result is powdered filter coffee with 27% milk added and 20% instant coffee
• Behavioral segmentatio
-In households: Coffee is purchased for family consumption; given or given…-
-Outside households: Agencies; Businesses purchase coffee that targets the job or activity needs of workers. Or you can give it as a
gift, give it away, or give it on holidays...
-Coffee has become the best information utilization recipe in the world. It is just behind regular drinking water. More and more
scientific and clinical evidence is available to show: the positive and comprehensive action of coffee for human health. Such as
limited types: Cardiovascular; cancer; stomach and duodenum; frame proof; honey feathers; asthma; reduce the risk of Parkinson's
disease;...
-The coffee consumption habits of Vietnamese people are researched and statistically as follows: 65% of consumers who use
Vietnamese coffee drink coffee 7 times/week. about men (59 Studies%). Regarding instant coffee, 21% of consumers use instant
coffee 3 to 4 times a week. g about the user group is Female Research (52%). The rate of using coffee at home and outside is equal
at 49%/50%. The most popular time to drink coffee is from 7-8 am
6.2 Positioning
a. Brand
Mr. Dang Le Nguyen Vu, founder, once shared about the meaning of the brand "Trung Nguyen". According to him, Trung Nguyen
has two meanings. First, Trung Nguyen is the compound name of the phrase "Central Highlands", where special coffee with its own
flavor is produced. Second is the topic of expansion, Mr. Knowing that the Central Plains is the central land of China, whoever can
use the Central Plains will become the world's hegemon
With just the brand, Mr. Dang Le Nguyen Vu was able to realize his dream of conquering the Vietnamese and world coffee markets.
In 2010, Trung Nguyen coffee products were exported to more than 60 countries around the globe, typically the US, Canada, UK,
Germany, Japan,... In 2012, Trung Nguyen marked your influence at work. becoming the most loved coffee brand by Vietnamese
consumers. In 2016, celebrating the 20th anniversary of the Journey of Service, the TRUNG NGUYEN brand changed its name to
TRUNG NGUYEN LEGEND
b. Logo
Right from choosing the Trung Nguyen brand identity logo, Mr. Dang Le Nguyen Vu was able to wear his bikini. The logo is designed
in the shape of an arrow, which is the image of a communal house in the Central Highlands - where Trung Nguyen coffee originates.
The arrow shape pointing straight to the sky can realize the main will of high-class service, the desire to rise and develop
outstandingly. The three white lines on the logo are a stylized image of the entrance to a stilt house, expressing the company's
culture of always wanting to maintain the cultural identity of the Central Highlands; White symbolizes purity, a commitment to
food safety and hygiene, each white line also symbolizes an element of heaven - earth - humanity.
Trung Nguyen signboard uses warm colors with the main colors being red, yellow, and brown. Vibrant colors express the
youthfulness and enthusiasm of youth. Trung Nguyen chose brown as the main color, because it is the color of soil, coffee, and
ethnic origin.
c. Positioning strategy for instant salt coffee products
•Understanding customers
-Receive information
Customers want to use coffee lines that are delicious, suitable for each person's "taste" for enjoying coffee and have a reasonable
price. In addition, many customers want to use high quality coffee products, typically from selecting coffee beans to processing
finished products to produce good products, while ensuring hygiene requirements are met. , food safety,
Currently on the market is the hot product "uncle long salted coffee" with a strange and delicious flavor. However, customers know
about it but cannot enjoy the flavor of this coffee because of geographical location, shipping takes time, they have to go to the
place to enjoy it, and take the time to buy it. Taking advantage of this advantage, with great customer demand for time and
convenience, quick, easy to buy, easy to brew, easy to enjoy, Trung Nguyen produces the product "salt instant coffee" with the
same standard taste as the store.
Customers buy a coffee product, to be exact, they want to buy the value that product brings. And each customer has different
choices from those values. However, everyone wants to buy a product that integrates all values with high quality and reasonable
price. Therefore, in addition to creating different values for its products, Trung Nguyen also maximizes benefits for users, which is
also the reason why "salt instant coffee" products appear on the market.
In addition to using coffee as a habit, coffee demand also increases depending on life activities. Therefore, manufacturers have
grasped the needs of customers and are considered to produce more coffee at the end of the year because this is a period of many
holidays and customers' need to enjoy coffee. Sales have increased and this is also an opportunity for people to buy products as
gifts.
Or the fact that customers always want to buy products at convenient locations, such as convenience stores near home or easily
visible locations in supermarkets. In fact, sometimes a convenient location is a factor that customers are willing to accept in order
to pay a higher price for the same item.
- Understanding customers
The majority of current customers are middle-income customers, and are office workers, students, and workers who often have to
work a lot with high productivity. Therefore, the vast majority of coffee products today also have average prices suitable for
customers' spending budgets. “Uncle Long coffee” costs 45,000 VND for 330ml. For customers far away, the shipping fee is 15,000-
30,000 VND. But "salt instant coffee" costs 45,000/box (box of 9 packs, 25mg package) sold at grocery stores, easy to buy,
convenient, and easy to find for customers. "Instant salt coffee" is extracted entirely from pure coffee beans, sugar, cream powder
and salt, bringing the rich flavor of Vietnamese coffee beans, adding the salty taste of Vietnamese sea salt. Combining Coffee and
Salt will give us additional unexpected benefits.
- Action
To meet the needs of today's customers for fast, convenient, and easy to use, Trung Nguyen has launched the product "instant salt
coffee" that is easy to use anywhere, easy to buy in stores. Grocery, easy to enjoy with unique and rich flavor.
Through the work of creating quality products, diverse in types and sizes, Trung Nguyen always listens and sympathizes with each
consumer's feelings. Trung Nguyen Coffee has developed a professional business system aimed at realizing the goals of the
domestic market, increasing the coverage of sales points, professionalizing customer service quality to strongly expand the market
towards to the world and help Trung Nguyen's high-class products and brands be present everywhere
• Brand attributes
Trung Nguyen is always considered a high quality product, creating trust for consumers. Coffee cups identify the Trung Nguyen
brand, consumers always have many new ideas, creative ideas that create success for themselves, for their families and for the
prosperity of the nation.
Distinctive design and style elements create an impression on consumers.
Trung Nguyen's highlight packaging logo for the new product is a coffee cup with flowers on the outside, giving customers the cozy
feeling of an energizing cup of coffee on a chilly morning. autumn. Trung Nguyen chose brown as the color tone for the new product
because it is the color of soil, coffee, and ethnic origin. Trung Nguyen's purpose in choosing the brown color tone is that when Trung
Nguyen goes to any country, the native people there will feel like they are resting for a few minutes in a miniature Vietnam, before
really enjoying the essence. Coffee flowers
6.3 Differentiation Strateg
a. Quality
Trung Nguyen Coffee focuses on providing high quality coffee with strict production and processing processes. They select quality
coffee beans, from planting, harvesting, processing to roasting, ensuring each cup of coffee delivers excellent flavor and freshness.
b. Products:
Trung Nguyen offers a wide range of coffee products to meet customers' diverse needs. Their products include pure coffee beans,
automatic coffee, instant coffee, roasted coffee and many other special flavors. This diversity helps Trung Nguyen reach and serve
all types of customers.
c. Packaging and product design:

To create packaging and product design, Trung Nguyen coffee has a unique design, attracting customers' attention. Packaging can
be designed with company and product-specific elements, such as logos, colors and brand messages.
d. Technology application:
Trung Nguyen applies technology to its coffee production and processing process. They use modern equipment and technology to
ensure product consistency and quality.
e. Access to multinational markets:

Trung Nguyen has expanded its operations to many international markets. They utilize local distribution channels and marketing
campaigns to create awareness and strengthen their brand in international markets.
f. Marketing and advertising campaigns:

Trung Nguyen coffee carries out creative marketing and advertising campaigns to create awareness and impress customers. They
use media channels, online advertising, events and other marketing activities to promote products and build brands.
g. Commitment to sustainability:
Trung Nguyen is committed to implementing sustainable and socially responsible business activities. They focus on protecting the
environment, supporting the community and ensuring fairness in the coffee supply chain.
6.4 Marketing mix 7Ps strategy
a. Product
- Salted Instant Coffee is Trung Nguyen Group's instant coffee brand. Determine the core value of the new product and the benefits
it brings to customers. Trung Nguyen's new product instant salt coffee is produced to meet consumer needs. Make sure the product
matches the needs and wants of the target market. Instant salt coffee is made from quality coffee beans, it can be Arabica, Robusta
coffee beans or a combination of both types to bring a delicious and aromatic flavor, the salt is added to coffee to create a special
salt flavor, sugar and milk are added to the product to balance the flavor and create sweetness. There are also other additives such
as thickeners, preservatives or flavorings synthesized to improve the flavor and durability of the product.
-Packaging design: Highlight the delicious, high-quality images of key grain ingredients on the packaging. This not only increases
visual appeal but also emphasizes the natural and benign quality of the product. Provides comprehensive information on the label,
including preservatives, ingredients, and suggested uses. Clear and concise information enhances consumer confidence and aids in
making informed purchasing decisions.
-Eco-friendly packaging: Consider eco-friendly packaging options to appeal to environmentally conscious consumers. Clearly
communicate Trung Nguyen's commitment to sustainability through packaging design and messaging.
-Ingredient quality and nutritional value: Trung Nguyen's instant salt coffee needs to be made from high quality ingredients,
focusing on delicious flavor to bring value to users. This includes combining different types of coffee beans
-Positioned as the most popular beverage in the world with many health benefits. Take advantage of the plant-based nature of the
product to position the product as a drink suitable for those who have a hobby of enjoying it or maybe students, office workers
who like to drink. Clear labeling and marketing messages can communicate this inclusivity.
b. Price
Building the right pricing strategy is an important factor in the success of any product and Trung Nguyen's Instant Salt Coffee is no
exception. The proposed pricing strategy needs to strike a balance between reflecting the value of the product, meeting consumer
expectations, and ensuring profitability for Trung Nguyen. Trung Nguyen's main goal is to maximize profits while providing products
that match consumer expectations. The price must include production costs, distribution costs and bring a reasonable profit to the
company.
The pricing strategy must be designed to reflect the perceived value of Instant Salted Coffee. Emphasize the quality of ingredients,
nutritional benefits, and unique value proposition of the product to justify the chosen price point. Research the pricing strategies
of other instant coffee competitors. Although differentiation is key, understanding market price expectations will help Trung
Nguyen position Instant Salt Coffee competitively. Take into account all production costs, including raw materials, manufacturing,
packaging and distribution. From there, the retail price of a box of this instant salt coffee is 45,000/box (box of 9 packs, 25mg pack).
c. Place
Direct distribution: Trung Nguyen uses direct distributors to deliver products to retailers or its customers. The company supplies
products directly to coffee establishments across the country and supermarkets.
Indirect distribution: Trung Nguyen uses indirect distribution channels such as agents and distributors to bring its products to more
customers. These distributors have the ability to distribute Trung Nguyen products to other areas such as provinces and cities
nationwide. Trung Nguyen's target market is consumers from adulthood (18 years old). Trung Nguyen focuses mainly on cities,
large cities, and towns with dense populations.
d. Promotion
-A strong advertising strategy is instrumental in creating awareness, generating interest and promoting the success of a new product
in the market. Trung Nguyen's Instant Salt Coffee, with its unique combination of health benefits and delicious taste, needed a
comprehensive advertising strategy to effectively communicate its value proposition to its target audience. pepper. Focus
advertising messages around the consumer benefits and flavor of Instant Salt Coffee. The emphasis on provenance ingredients that
go into creating such a coffee highlights its suitability for profit-minded consumers looking for comfort without don't feel guilty.
Clearly present the unique selling points that set Trung Nguyen's Instant Salt Coffee apart from its competitors. Whether it's the
use of premium ingredients, ethical sourcing or a specific nutritional profile, communicate these aspects to create a compelling
USP.
-Social Media Campaigns: Launch targeted social media campaigns on platforms like the web, Facebook and Tiktok, among others.
Leverage visually appealing content, including images, videos, and user-generated content to create buzz around Instant Salt
Coffee. Influencers can create engaging content, share personal testimonials, and reach a wider audience. especially health-
conscious consumers. Share recipe videos and content showcasing creative ways to incorporate Nut Milk Cake into different dishes.
This not only adds value for consumers but also demonstrates the versatility of the product. Develop blog posts, articles, and
infographics that provide educational content about the benefits of plant-based nutrition, the importance of balanced enjoyment,
and the unique qualities of COFFEE salt
-Print advertising: Use print media for targeted advertising in health and lifestyle magazines. Feature visually appealing ads with
catchy taglines to capture the attention of readers interested in convenience and great taste
-TV and radio spots: Invest in TV and radio stations to reach a wider audience. Create attractive advertising that highlights the
unique features of Instant Salted Coffee and positions it as an indispensable, enjoyable beverage option during times of stressful
work or when you need to stay alert to concentrate than
e. People
Marketing Department: Basically, the first deciding factor that all marketers have is creativity, so the most important factor that a
Trung Nguyen marketer needs is creative thinking. and sophistication. God never stops trying. the best products and apply the most
effective strategies. Furthermore, as a professional marketer, they must be flexible and adapt promptly to keep up with trends,
especially those related to health and the environment. Assemble a marketing team with experts in brand management and
promotion.
Sales and distribution experts: Build a skilled sales and distribution team with experience in the food and beverage industry. This
team will play a key role in establishing and expanding product presence in various markets.
Management team: In general, a more structured management team inevitably carries greater responsibilities. Personnel must be
diligent, have a sense of responsibility at work and continuously perform well their assigned responsibilities. They are tasked with
regularly monitoring employees on strategy and success, then presenting performance reviews to higher management to accurately
evaluate performance and determine any bonuses or increases. What salary any? What salary can be granted?
f. Process
Selecting premium ingredients: Establishing partnerships with reputable suppliers to ensure a stable and reliable source of premium
ingredients for Instant Salt Coffee. Prioritize high-quality nuts, plant-based alternatives, and other ingredients that align with health-
conscious product positioning.
Ethical and sustainable sourcing: Emphasizes ethical and sustainable sourcing practices. This includes verifying that suppliers adhere
to fair labor practices, environmentally friendly farming methods, and other sustainability standards to align with modern consumer
expectations. . .
Batch traceability: Implement a batch traceability system to track each batch's journey from raw material procurement to final
product distribution. This facilitates effective recalls if necessary and ensures transparency in the manufacturing process.
Supplier relationship management: Build strong relationships with suppliers to enhance collaboration, ensure timely deliveries, and
negotiate favorable terms. Effective supplier relationship management contributes to a reliable and efficient supply chain.
E-commerce platform: (Shopee, Lazada, etc.) Process shows whether the purchasing process is effective or not. Customers visit the
official website of Trung Nguyen coffee first, then use the search box to find the product they are looking for. There is also a
switchboard with instructions and directions to the Trung Nguyen coffee website at the corner of the website. Promotions for new
products are displayed right at the top of the page, accompanied by attractive promotions and countdowns. Customers can then
select and order the desired product. Next, if the order is successful, the customer will receive a membership card and gift certificate
for the next order. In the final step, the order will be delivered to your home along with a thank you card and a discount for new
orders. In addition, each customer will receive 1-2 packets of instant salt coffee or 1 coffee spoon when purchasing different
quantities of products.
Stores, outdoor sales counters: Customers go to Trung Nguyen's official stores, booths, and booths before going to outdoor stores
and stores. The next opportunity is for them to browse and find what they need. Trung Nguyen requires posters to showcase
important product testing events or important sales to attract attention to new products. Customers must then complete a
customer review before receiving additional gifts. After selecting and purchasing, customers will receive a membership card and
gift certificate. When purchasing the required quantity of additional products.
g. Physical evidence
Trung Nguyen's sales team will receive uniforms including specially designed shirts and hats. In terms of details, the brand name
"Trug Nguyen Coffee" can be placed in the middle of the shirt or hat, along with the main color tone. In addition, Trung Nguyen
only provides discount cards and membership cards to each customer if they exceed the minimum threshold in terms of frequency
or quantity of purchases. To bring the best experience and quality to customers, every product must be carefully protected
7. Action program (5W-1H)
Criteria Target
What Sachet instant salt coffee:
- Characteristics: The nature of coffee often has a bitter taste.
Just like adding milk or sugar, salt is also a spice that helps
users soften the bitter taste of coffee. 1 package of coffee is
balanced with the ratio of ingredients in the salted coffee
recipe such as: coffee powder, salt, condensed milk (or
sugar).. to create the most standard flavor thereby minimizing
the quantity. sugar and good for animal health. Different from
competitors: Brings users health values, supporting the weight
loss process. In particular, coffee is grown according to the
"organic method", grown on land considered the Buon Ma
Thuot coffee harvest, without using pesticides or any
fertilizers synthetic, any chemical. Organic coffee beans are
rich in antioxidants that are many times more healthy than
regular coffee beans.
Where Address: Business branch: Dak Lak (because the coffee farm is
located in Dak Lak, the processing factory is also located here
to save on transportation and direct distribution costs).
Origin of raw materials: Coffee is grown on the company's own
farm in the famous coffee growing region of Buon Me Thuot
(Dak Lak). The salt used is refined salt from Visalco with
headquarters in Khanh Hoa (factory headquarters, low
transportation costs...)
Packaging: All salted coffee packaging is packed in paper,
environmentally friendly, demonstrating the criteria that
Trung Nguyen coffee always strives for: green - clean -
ensuring healthy animals.
Synthetic, any chemical. Organic coffee beans are rich in
antioxidants that are many times more healthy than regular
coffee beans.
When Launch time: After a period of research, market research,
quality raw materials, advanced machinery and building a
professional staff, the business will launch. Decided to launch
the product in December because the cafe festival makes
promoting the company's products easier.
-Reasons for choosing this time:
First: Currently on the market, few people know about
packaged salt coffee products, so this will be a suitable
opportunity to promote Trung Nguyen's salt coffee to
customers.
Second: Enhance communication through reputable mass
media channels with good knowledge about coffee, thereby
impressing consumers.
Tuesday: December is close to Tet, so customers will have a
high need to buy Tet gifts. This is an extremely suitable
occasion to bring products to consumers and also needs many
attractive incentives and promotions to attract customers.
Why Why choose salted coffee products:
The business wants to popularize packaged coffee with
consumers because of the health values the product brings.
Salt added to coffee has the same effect as milk and sugar,
helping to relieve pain. At the same time, it does not increase
the amount of calories consumed in the body.
In particular, coffee is beneficial for the weight loss process,
and salt directly in it can help relieve excess energy.
Reasons why customers should enjoy Trung Nguyen's
packaged coffee:
Clean raw material source: coffee is grown naturally, salt is
taken from a famous quality company.
Who - Consumers are people between the ages of 25 and 45, this is
the group of office customers, business people,
entrepreneurs, and business owners. People in this group
often use coffee a lot for work, to help stay alert and reduce
stress. On the other hand, salted coffee has high health value,
so it is most suitable for this group of people.
Person responsible for activities
Research and development group: This group is responsible
for researching and developing Trung Nguyen salted coffee
products. They perform tests, do market research, and
determine the product's formulation, manufacturing process,
and quality.
Marketing team: The marketing team takes on an important

role in determining and implementing the marketing strategy
for Trung Nguyen salted coffee products. They research the
market, identify target audiences, analyze competition, and
design advertising and marketing campaigns to increase
awareness and create demand for products.
Production group: The production group is responsible for

producing Trung Nguyen salted coffee according to
established quality standards and processes. They ensure that
the production process is carried out efficiently and meets
market needs.
Quality management team: The quality management team

ensures that Trung Nguyen salted coffee meets established
quality standards. They perform quality checks from raw
materials to the final product, ensuring that products meet
customer requirements and expectations.
Sales team: The sales team is responsible for building and

maintaining relationships with customers. They look for sales
opportunities, contact and advise customers about Trung
Nguyen salt coffee products, and ensure that the products are
distributed and reached customers effectively.
Funding for each activity

Research and development: Funding for research and
development of new products, including costs for conducting
tests, market analysis, materials research and production
technology.
Marketing and advertising: Funding for developing marketing

and advertising campaigns to increase awareness and create
demand for salted coffee products. These may include media
advertising costs, free sample distribution, graphic design and
online marketing costs.
Production: Funding for expanding the scale of salted coffee

production, including investment in production equipment,
input materials and labor.
Training and building human resources: Funding for training

and building human resources to ensure the success of the
expansion project. This may include training employees on
new products, manufacturing processes and quality
management.
Market research and analysis: Funding to conduct market

research, competitive analysis and customer needs
assessment to determine effective marketing strategies.
How Communication through 3 stages:
- Attract attention: At this stage, Trung Nguyen Coffee will
focus on promoting on social networking channels such as
Facebook, Instagram, Tiktok, to create interest, curiosity and
desire to experience. of hanging guests. Create awareness,
prolong, invite more people to the product that the brand has
prepared.
-Persuasive communication: Increase interaction to create
trust with customers. For example, create opportunities for
them to share real life stories; Participate in practical
experiences; collect architectural customer opinions about
the business, brand, product, etc. Often use channels where
the brand can “control” the customer experience: e.g.
Attractive events, Website with full information, videos,
reviews, viral clips about salt coffee products.
-Remember: Enhance product recognition through
promotions such as giving gifts and loyalty cards when making
purchases, thereby increasing the number of customers and
building long-term customer relationships
-Distribution method: Distributed through 2 forms:
Distributed to agents, final retailers and consumers. Expand
your reach quickly to customers, attracting large numbers of
people.
Through online sales sites and e-commerce platforms, we aim
to reach the maximum number of customers and expand the
scope of product promotion to customers.
7.7 Controls and monitoring

After setting out the Marketing strategy above. We are divided into situation handling departments such as: IT department, market
analysis department, content department and customer care department.
-The IT department will be responsible for collecting customer data and troubleshooting problems on the website, preventing fake
websites, ---The market analysis department will collect IT data to find consumer trends, and customer interest in the company's
products to take corrective measures.
-The content department is responsible for writing articles on social networks and researching consumer trends with the analysis
department.
-The customer service department is responsible for contacting customers after purchasing the product to receive customer
opinions after experiencing the product.
III.PART C
A communication plan
Marketing campaign: instant salt coffee - bold, alert morning
Perform:
Combine with some famous press channels to organize conversations
Online with graphically enhanced food-related topics resistance, health promotion, beauty, delicious food
- Create PR articles with the same discussion topic to use as advertising material according to context
- Design information graphic products to share knowledge to spread the word social networks through hot groups/fanpages with
many customers row focus
- Build consulting landing pages, answer questions, post content related content on the official website to collect customer data
focus products, get remarketing data and introduce products on Facebook
1. Communication goals and objectives

Instant salt coffee products are for customers who are busy with work but need to stay awake after a long day of work. They also
need a product that has a unique flavor, is easy to use and easy to preserve. , convenient, easy to buy at points of sale. A
groundbreaking product that builds the company's coffee brand, promising to bring new experiences to customers. The company
also wants to find new flavors to suit customers, diversifying the company's unprecedented products. Attract consumers with useful
information related to taste, price, and refreshing effects of the product, thereby cleverly inserting product information and
benefits. Increase awareness, understanding and trust in the company's coffee products. Reach customers who have a habit of
drinking coffee in the morning but don't have time to go to the store to buy it or are looking for a new product to add to their
breakfast..
2. Potential customers
Trung Nguyen is a company with a large coverage of the coffee network. Therefore, a communication campaign should include a
combination of online and offline channels that are most likely to reach the target audience.
Currently, social networks are extremely popular with everyone from children to the elderly, office workers, students, parents and
grandparents all know about the Tik Tok platform. Taking advantage of this, Trung Nguyen chooses the top communication channel,
Tik Tok. The company will create a video of about 30 seconds to 1 minute, talking about the product name along with the slogan
"instant salt coffee as salty as sea salt" and the effects of the product, making viewers impressed with the product name. from the
first time.
In addition, there are also some generations of grandparents and parents who still do not have access to social networks but still
watch TV channels every day. Therefore, the second media channel is a television channel advertising new products that will be
integrated into the break time frames of news and short hours of movies. Tapping into people's health needs, this is a good
opportunity to talk about the benefits and conveniences of the product.
The company also opens extracurricular sessions at parks, campsites... so that customers can come and enjoy the new coffee flavor.
They can decide to buy the product immediately if they feel the product is good. suit your needs. In addition, the company will
create advertising signs to hang on crowded roads or large key urban areas.
To advertise the best image, the company will create its own page on Facebook, Instagram, etc. so that customers can easily find
and read information about the product…
3. Frequency and reach:

The media plan should aim to reach the target audience at least three times per week. Reach should reach at least 50% of the target
audience in the first three months of the campaign, increasing to 80% in the following six months.
4. Communication channels:
Trung Nguyen is a company with a large coverage of the coffee network. Therefore, a communication campaign should include a
combination of online and offline channels that are most likely to reach the target audience.
Currently, social networks are extremely popular with everyone from children to the elderly, office workers, students, parents and
grandparents all know about the Tik Tok platform. Taking advantage of this, Trung Nguyen chooses the top communication channel,
Tik Tok. The company will create a video of about 30 seconds to 1 minute, talking about the product name along with the slogan
"instant salt coffee as salty as sea salt" and the effects of the product, making viewers impressed with the product name. from the
first time.
In addition, there are also some generations of grandparents and parents who still do not have access to social networks but still
watch TV channels every day. Therefore, the second media channel is a television channel advertising new products that will be
integrated into the break time frames of news and short hours of movies. Tapping into people's health needs, this is a good
opportunity to talk about the benefits and conveniences of the product.
The company also opens extracurricular sessions at parks, campsites, ... so that customers can come and enjoy the new coffee
flavor. They can decide to buy the product immediately if they feel the product is good. suit your needs. In addition, the company
will create advertising signs to hang on crowded roads or large key urban areas.
To advertise the best image, the company will create its own page on Facebook, Instagram, etc. so that customers can easily
find and read information about the product.
5. Control and monitoring:

The media plan should include controls and monitoring measures to track campaign performance and adjust it as necessary.
Set up a media dashboard to track KPIs like impressions, reach, frequency, and engagement. Regularly review and analyze media
metrics to determine campaign effectiveness. chedule regular meetings to review performance with the marketing team and
agency partners.
Rationale for selected Communication Activities:
Television: This is a medium with high reach, able to reach a large audience in a short time. It is an effective way to build brand
awareness quickly and can complement other communication channels.
Radio: Radio is a cost-effective way to reach target audiences and can be used to reinforce brand messages.
Outdoor: Billboards and transit advertising can be strategically placed in high-traffic areas to reach consumers on the go. It may
also help increase brand awareness.
Digital: Social media marketing and influencer marketing can be used to reach consumers where they spend most of their time.
Email advertising and marketing can be used to target consumers who are actively searching for coffee products online.
Overall, a well-designed communication plan that leverages a combination of traditional and digital media channels can help Trung
Nguyen Coffee achieve its goals of raising brand awareness and Sales of instant salt coffee in Vietnam. Regularly monitoring and
optimizing your campaign can help ensure that it is effective and efficient.
IV. Reference
Studocu, S. (2023) Đối Thủ CẠNH Tranh Của Ngành - Mức độ cạnh Tranh của ngành đối Thủ Cạnh Tranh có Thể Nói Cafe Trung, Studocu.
Available at: https://www.studocu.com/vn/document/truong-dai-hoc-cong-nghe-sai-gon/markeing/doi-thu-canh-tranh-cua-
nganh/48757680 (Accessed: 09 December 2023).
trang, T. (2023) Trang Nth BH01145 ASM2 MPP - Assignment 2 front sheet qualification btec level 4 HND diploma in, Studocu. Available at:
https://www.studocu.com/vn/document/truong-cao-dang-thuc-hanh-fpt/nguyen-quang-huy/trang-nth-bh01145-asm2-
mpp/62920979 (Accessed: 09 December 2023).
Nguyen Kim Khang , N.K.K. (2020) Chiến Lược Marketing Của Trung Nguyên - NIỀM TỰ hào của cà phê Việt, Trường doanh nhân HBR - HBR
Business School - Khóa học CEO. Available at: https://hbr.edu.vn/marketing/chien-luoc-marketing-cua-trung-nguyen-niem-tu-hao-
cua-ca-phe-viet.html (Accessed: 10 December 2023).

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ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2. Marketing Processes and Planning

Submission date 11/12/2023 Date Received 1st submission 11/12/2023

Re-submission Date Date Received 2nd submission

Student names & codes Final scores Signatures

1.Nguyen Thi Giang -Bh00962 Giang

2. Nguyen Thi Kieu Trang-Bh00948 Trang

4. Hoang Thị Minh Phương -BH00706

Class BA06301 Assessor name Ngo Thuy Quynh

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student signature: Date:

Assessor signature: Date:

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student signature: Date:

Assessor signature: Date:

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student signature: Date:

Assessor signature: Date:

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student signature: Date:

Assessor signature: Date:

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student signature: Date:

Assessor signature: Date:

Grade: Assessor Signature: Date:

Signature & Date:

2. Marketing mix model 7Ps .......................................................................................................................................................................... 15

2.1 Product ............................................................................................................................................................................................................. 15

2.1.1 Trung Nguyên ............................................................................................................................................................................................ 15

2.1.2 Starbucks ................................................................................................................................................................................................... 18

2.2.1 Trung Nguyen ............................................................................................................................................................................................ 19

2.2.2 Starbucks ................................................................................................................................................................................................... 20

2.3.1 Trung Nguyen ............................................................................................................................................................................................ 20

2.3.2 Starbucks ................................................................................................................................................................................................... 22

2.4.1 Trung Nguyen ............................................................................................................................................................................................ 22

2.4.2 Starbucks ................................................................................................................................................................................................... 23

2.5. Process ............................................................................................................................................................................................................ 25

2.5.1 Trung Nguyen ............................................................................................................................................................................................ 25

2.6.Physical Evidence ............................................................................................................................................................................................. 26

2.6.1 Trung Nguyen ............................................................................................................................................................................................ 26

2.6.2 Starbucks ................................................................................................................................................................................................... 27

2.7 People ............................................................................................................................................................................................................... 30

2.7.1 Trung Nguyen ............................................................................................................................................................................................ 30

2.7.2 Starbucks ................................................................................................................................................................................................... 31

3.Evaluate business goals ....................................................................................................................................................................................... 32

3.1 Trung Nguyen ............................................................................................................................................................................................... 32

3.2 Starbucks ...................................................................................................................................................................................................... 33

1.Executive Summary ..................................................................................................................................................................................... 34

2.Situation Analysis ........................................................................................................................................................................................ 36

2.1 Geographic segmentation ................................................................................................................................................................................ 36

2.2 Demographic segmentation ............................................................................................................................................................................. 37

2.3. Classification by behavior................................................................................................................................................................................ 38