==" Coffee & Tea IMC PLAN Future Group TEAM MEMBERS PHAN QUYNH KHANH THUYEN NGUYEN HOANG ANH THU NGUYEN KHANH QUYNH NGUYEN NHAT QUYNH NGUYEN NGOC VIEN As PHAM MINH QUANG Rf a TRAN CHI NHAN LECTURER: THS. DO.XUAN KHOAem b PHUC LONG ¢ Table of contents 9 =~ I. Executive Summary and Introduction 1. Company background Company Background Vision and Mission Product line Core values and SWOT analysis 2. Market research and target customer segmentation analysis Market research a. Market trends b. Market shares c. Competitive analysis Customer segmentation 3. Customer Insight a. Customer Persona b. Customer Insight c. Customer Journey III. Overall marketing campaign 1. Big Idea and Message Strategy 2. Timeline & Budget a. Timeline b. Budget VI. ReferenceINTRODUCTION IThe event is a two-month-long campaign for the Mid-Autumn Festival, with the primary purpose of introducing our new product. This isn't just an opportunity to generate profit but also to build credibility for our brand. This campaign includes the launch of a special promotion,reducing the price of product combo with exclusive deals from 165 VND to 135 VND and giving away lanterns and discount vouchers for your next purchase. This provides customers with a chance to save while experiencing the traditional Mid- Autumn ambiance in a unique way. However, it doesn't stop at promoting the product; we've also created a space in our venue decorated in a distinctive Mid-Autumn concept, allowing customers to participate and share their moments on various social media platforms. My goal through this event is not only to achieve strong sales figures but also to establish a deep connection with our customers. This event is not just an opportunity to promote a product but also a chance to instill values of family and tradition on this beautiful Mid-Autumn Day.ca 6 Teo BRAND STORY In 1968, the famous tea plateau in Bao In 2015, Phuc Long established 10 Loc - Lam Dong Province, Phuc Long, stores in Ho Chi Minh City. Since was born. Then, in the 1980s, Phuc then, they have gradually Long opened the first three stores in positioned the brand associated Ho Chi Minh City to introduce pure with potent tea and coffee Vietnamese tea and coffee to domestic products and drinks in customers’ and international customers. perceptions and continue to In 2000, Phuc Long Trading Production expand with more than 70 stores, Co., Ltd. was officially established. expanding from South to North. (CONG TY CO PHAN DI SAN PHUC Besides, increasing the coverage LONG). The launch of Phuc Long of tea and coffee products in all Coffee & Tea at CrescentMall in District systems: supermarkets, 7 marks the official expansion of Phuc convenience stores, e-commerce Long into the food and beverage channels, etc.....) industry, with the Phuc Long store operating under the self-service model in modern space. + With a ceaseless passion for expanding the market through sustainable development, Phuc Long is striving to become a company specializing in manufacturing and exporting VISION high-quality coffee and tea in Vietnam. * Phuc Long hopes to create a Vietnamese brand with outstanding quality reflected in each product, thereby gradually affirming its position in the international market. * To become a pioneer by creating new ideas for the coffee and tea industries. * To develop an outstanding brand, motivate one another, and turn ideas into reality through unity, interaction, MISSION listening, and respect. Maintain high quality that satisfies customers by having a deep understanding of their needs and values.PRODUCT LINE In order to promote diversity and provide clients with more options, Phuc Long segments the market and rationally arranges its product line n Sy a [A co $03as 6 Teo CORE VALUES For customers: Committed to providing quality products and the best services. For employees: Building a professional, dynamic, creative, and friendly working environment, creating conditions for high-income and fair development opportunities. SWOT 01 S-Strengths Phuc Long targets many different customers. Phuc Long's product prices are suitable and reasonable for consumers’ incomes. Phuc Long's product prices are independent because they are the supplier The drink menu is diverse, including cakes and many other types. 02 W- Weaknesses * Rarely interact with the media to promote products... * The process of brewing tea takes a lot of time, so the preparation time is quite long, causing customers to often have to wait. Expanding kiosk integration into the WinMart+ chain too quickly has not been managed well, leading to a situation of not ensuring uniform product quality at all facilities. 03 0- Opportunities * Phuc Long combined with Winmart -> to open more kiosks, bringing products to 2200 Winmart stores across the country. * With the development of social networks, advertising will easily attract many customers. * Chain of stores located in prime locations (in malls, city centers, etc.) 04 T-Threats * The F&B market has enormous potential, so Phuc Long has more and more competitors. * Inrecent years, erratic movements of pests and diseases have negatively affected the quantity of tea and coffee exported, * Phuc Long's goal of "exporting abroad" may face many obstacles because there are many large tea and coffee brands in the world.ET RESEARCH Market trends Vietnamese consumers are increasingly embracing the beverage culture, with a significant 6.6% rise in spending observed in 2021. This trend is expected to continue, with a projected 10% increase by 2025. According to Statista, Vietnam's F&B industry experienced remarkable growth in 2019, generating $200 billion USD in revenue, a substantial 343% surge compared to 2018. It is forecast that by 2023, revenue will reach 408 billion USD. These figures highlight the vibrant and promising nature of the market, with a growing customer base offering exciting prospects in this thriving niche. Thus, tea and coffee have solidified their positions as frontrunners in the thriving beverage business, with esteemed brands like Starbucks, Gong Cha, Royaltea, The Coffee House, and Highlands continuing to expand their reach and evolve their systems. These industry leaders _ consistently implement innovative policies to stay ahead of the competition. According to the Ministry of Planning and Investment, Vietnam currently boasts over 26,000 coffee shops, representing more than 100 distinctive brands. Following the challenges posed by the COVID-19 pandemic, brands within this industry are experiencing a remarkable recovery and are poised for further growth. The market's resilience and increasing consumer demand indicate a promising landscape for continued success and expansion in the future.Market shares oe In May 2021, Masan acquired a 20-percent stake in Phuc Long for $15 million, marking a turning point for the F&B chain. This initial investment laid the foundation for further expansion. Later on in 2022, Masan increased its shareholdings, effectively gaining majority control of Phuc Long with an 85 per cent stake; thus, this shift in ownership provided Masan with the authority to guide Phuc Long's strategic direction and decision-making. Under Masan's management, Phuc Long underwent a remarkable expansion in terms of its store network. In January, it had 72 stores, but by the end of September, it had grown to an impressive 860 points of sale. This expansion encompassed various store formats, including flagship stores, mini shops, and kiosks integrated within WIN and WinMart+ stores. Doanh thu (ne) j didiiz ~~: SebS@@ 2 Ou Oo (@ ovat ccs vee bute pcs sna he Coffee chain brand recognition - by profile "mi Mi i According to the latest financial report from Masan, Phuc Long achieved noteworthy results in the first half of 2022, reaching 820 billion VND, representing a significant increase of 38.5% compared to the same period last year (Masan, 2022). However, the EBITDA (earnings before interest, taxes, depreciation, and amortization) for the same period decreased compared to last year due to higher investment in expanding the scale of the kiosk chain; thus, Phuc Long still requires some time to optimize its operations (Masan, 2022).Competitive Analysis In the vibrant and rapidly growing Long finds itself amidst fierce competition from 3 major players: High lyen, and The Coffee House. These prominent brands have unique identities and amassed a loyal customer base, Long's market presence and compelling the company to ate and differentiate itself. High Price A Special Y LowPrice THE COFFEE HOUSE a Trung Nguyén, a leading The Coffee House is a popular coffee brand in Vietnam, is and rapidly growing renowned for its high-quali competitor to Phtic Long in variety ofcoffce/blendsiand cafes beansand-iverse Vietnam. Ie differentiates itself beverages, including product range, With by providing a cozy and | traditional Vietnamese coffee coffeehouse chains and instant contemporary coffee SD na eed coffee offerings, Trung experience, offering a diverse Sone ee ncaa! Nguyén competes directly with menu of specialty brews and oy aucun ace) Phtic Long by providing an unique flavors. With strategic Highlands Coffee offers a extensive selection of coffee urban locations and a focus Premium coffee experience in bends and flavors, The brand's onattracting a younger its network of cafes across strong reputation for sourcing demographic, The Coffee bie Danie eee ualey and roasting premium coffee | House competes directly with SO ee eae beans and its wide distribution Phuc Long for market share a formidable competitor for channels make ita significant and customers. Phiic Long in the market. ener rena taat Highlands Coffee is a well- established coffee chain in Vietnam known for its wideTarget Customer Segment Phuc Long is a famous brand in the field of coffee and milk tea in Vietnam. To effectively market and sell their products, it is important to understand their target customers. To do this, we can analyze their target customers based on four types of market segmentation: demographic, geographic and psychology. Demographics Phiic Long strategically segments its target customers based on several demographic factors, including age, gender, income, education, and occupation. Here are the key demographic characteristics Phuc Long focuses on: Age Phuc Long primarily targets customers in the age range of 16-30 years old. This demographic includes young adults and students who are likely to appreciate the brand's offerings and ambience. Gender Phuc Long aims to attract customers of all genders. The brand appeals to both male and female customers, recognizing that everyone can enjoy their coffee and tea offerings. Family Size Phuc Long caters to unmarried individuals and young families. This demographic segment is likely to seek out coffee shops for socializing, relaxation, and quality beverages. Average Income Phuc Long targets customers with mid-range incomes, typically ranging from 3-6 million VND. By understanding consumer psychology, the brand creates an environment and pricing that align with the spending capacity of the target audience. This income range includes students, office workers, and individuals with stable earnings. By focusing on these demographic factors, Phuc Long tailors its offerings, pricing, and overall experience to meet the preferences and needs of its target customers. This customer-centric approach allows Phuc Long to create a strong connection and appeal to a wide range of individuals, fostering customer loyalty and growth.GEOGRAPHIC SEGMENTATION = on BO eigen te Zetia sce inte nto Zena se nat at Coes in ae Ching 16 thong aging ci tien va phat rin ho na. Phuc Long strategically positions its stores in densely populated cities, prime locations with high commuter traffic, such as near Vincom systems and major roads, in order to attract. a large customer base. This geographic segmentation takes into account potential business locations that align with the company's objectives and cater to customer needs. Recognizing —the. significance of an ideal business location in driving product sales, Phuc Long's focus on these areas has proven effective in quickly reaching and engaging customers. PSYCHOLOGY SEGMENTATION To compete with the major players in the coffee industry, Phuc Long made a wise choice in selecting this market niche with a huge number of clients. This wise decision has enabled Phuc Long to establish a varied consumer base, ranging from working individuals with mid- to high-incomes to tourists and students. © Students; This is the target group that accounts for about 70% of the current market. Although there are not many people in this economic group, they are the most commonly used group. People in this group often go in small groups and drink in large quantities. Office audience: This group accounts for about 15% of the current market and only places in the early afternoon because of high demand, Orders are often purchased in large quantities and are placed on the app or by calling directly. Couples and families: The allure of milk tea is apparent, regardless of age group. This target audience is no exception. On vacations or weekends, families often love going out to cafes to eat or place orders through the app. Despite the fact that this group only accounts for 15% of the market today, it is a wonderful chance for Phuc Long to capitalize on. By understanding the benefits sought by customers, the level of attraction they have towards the brand, and their user status, Phuc Long can tailor its marketing strategies and offerings to further enhance customer satisfaction and retention. This customer-centric approach allows Phuc Long to maintain a strong and stable customer base.CUSTOMER PERSONA ~~ Name: Truong Tan Bich Lieu Gender: Female Age: 23 Occupation: Office staff Location: Central Vietnam Personality Traits: Extrovert, Family-Centered, Enjoys Relaxation Background: Truong Tan Bich Lieu is a hardworking 23-year-old office staff member who is dedicated to her career and deeply cares for her parents. Her busy schedule often makes it challenging for her to find quality time for her family. However, when she does manage to take a break, she cherishes the opportunity to fully immerse herself in fun and relaxation with her loved ones. For her, there is nothing better than creating lasting memories with her family. Objectives: * On weekends, They often start the day by enjoying breakfast together in the outdoors, followed by savouring a comforting cup of coffee. She relishes the precious moments spent with her loved ones. * By engaging in enjoyable activities, they are able to strengthen their family bond and create lasting memories. Behavioural Characteristics: * She adores indulging in coffee moments with her friends and family, cherishing the warm conversations and laughter that ensue * She frequented the coffee shop at least four times a week due to the demands of her job and her study. * When there are no other commitments, she will going out or relishing quality time with her family.CUSTOMER PERSONA = Name: Nguyen Manh Khang Gender: Male Age: 32 Occupation: IT staff Location: Central Vietnam Personality Traits: introverted, adventurous, old soul, Family-Centred Background: Khang comes from a small family of three, including himself, his spouse, and their child. His main goal is to build a stronger bond with his child. He wants to give his son a wonderful childhood, just like the one he enjoyed. One of his favourite memories is from his own childhood during the mid-autumn festival. He loved creating beautiful lanterns with his parents using paper, candles, sticks, and rice. They would then go out together to watch the traditional Lion dance, a special part of the festival. He is aware that fewer people participate in these cultural traditions now, and that's why he values them even more. He believes it's important to keep these traditions alive and pass them on to future generations. Key Goals and Objectives: His main objective is to build a stronger connection with his children and ensure that they have a wonderful childhood He holds a deep appreciation for cultural traditions, particularly those related to the mid-autumn festival As a family-oriented individual, he values spending quality time with his loved ones Behavioural Characteristics: Staying home on the weekend with his family and playing Lego with his son He often takes his son to the grandparents so that he can interact with his parents. He always buys a toy that can build or draft art so his son can be creative He makes sure to spend time with his family and keep the family culture alive for the next generation. wees UC LONG ORCUSTOMER INSIGHT > Truth: The Mid-Autumn Festival (Trung Thu) is a significant cultural event deeply rooted in Vietnamese tradition, symbolizing family unity, love, and heritage. Tension: Modern life created a gap and the memories are getting faded, leading to a disconnection among family members during the Mid-Autumn Festival Motivation: Given the evident desire among various age groups to conncet and spend quality family time during the Mid- Autumn Festival, there's a significant opportunity to create experiences that cater to this need.CUSTOMER INSIGHT Insight: In the diverse tapestry of modern life, different generations share a common yearning: to revive and preserve the memories and traditions of the Mid-Autumn Festival. The older generation, carrying sweet memories from their childhood, wishes to relive familiar festival scenes, such as handcrafting lanterns and watching the traditional Lion dance. They recognize that these cultural values are fading in the digital age, which makes them cherish them even more. And they want their children to be able to experience the traditional Mid-Autumn Festival like them. On the other hand, the younger generation is dedicated to work and an active life, but still does not forget to look for family values and memories surrounding the festival. We face both an opportunity and a challenge: connecting generations through shared traditions and memories, creating genuine and meaningful experiences during the Mid-Autumn Festival. Doing so not only revives the spirit of the festival but also contributes to shaping and preserving our cultural identity.oes Tea SA Awareness * This is when customers become aware of Phuc Long's new product for the Mid-Autumn festival. They may discover Phuc Long through various channels such as advertising, word-of- mouth, or social media (FB, IG, TikTok, etc.). Besides, use the strong point of being located right in the center of the digital city by using a direct poster to attract passersby. Customers can easily see your brand and decide to visit if they are interested in the space and products. Consideration * Customers actively consider Phuc Long as a viable option for their coffee and tea needs. * Phuc Long leverages its marketing efforts to highlight its diverse menu, high-quality ingredients, cozy ambiance, and exceptional customer service. + Customers may visit Phuc Long's website, read reviews, or explore social media platforms to gather more information and compare it with competitors.Decision * Customers make a decision to visit Phuc Long's physical store or place an order through its online platform. * Phuc Long ensures a seamless and convenient ordering process, providing options for both in-store dining and takeaway and delivery services. * The company emphasizes its unique value propositions, such as signature blends, seasonal promotions, and loyalty rewards, to encourage customers to choose Phuc Long. Loyalty Phuc Long focuses on fostering customer loyalty and turning one-time visitors into repeat customers. The company maintains consistent quality, personalized service, and memorable experiences to build customer trust and satisfaction. Phuc Long offers a loyalty program where customers can earn points, receive exclusive discounts, and access special offers. Regular communication through email newsletters or mobile apps keeps customers engaged and informed about new products and upcoming events.BIG IDEA "OUR MOON" - REST IN ome The "Our Moon" - Rest in Memories at Phuc Long invites customers to travel back in time, where cherished memories and cultural values come to life. This campaign aims to rekindle treasured memories for those who want to relive their youth and for families who want to pass down cultural values to the next generation. In this fast- paced modern world, they frequently forget the simple joys of childhood and the importance of family traditions. Phuc Long will run a memorable two-month campaign with the theme "Tri 4n Miia thu, tim vé huong vi ct" in August and September. We want to welcome customers into our space with traditional decorations such as lanterns, Mid-Autumn festival artwork, and warm color tones, creating a warm and cohesive atmosphere. As part of our campaign, customers can get a combo that includes 2 drinks and will receive a self-folding lantern. While creating lanterns and checking in, where they can reminisce about memorable childhood moments in their hometown. And they want their loved ones to relive the zest of days gone by, surrounded by people they care about. In addition, upon checkin, guests will receive a 20% discount voucher for any drinks when arriving at Phuc Long one week after Mid-Autumn Festival. ) ae Join us at Phuc Long and let “Our Moon" evoke beautiful gB> memories of the past, nurture connections, and establish new r traditions for future generations KEY MESSAGE "Rest in Memories" is the heartfelt message that this campaign conveys. We believe that autumn is the ideal time to make memories and reconnect with family, friends, and loved ones. We often forget the simple pleasures of the past—the tastes and moments that shaped us in our fast-paced lives. In this campaign, we invite you on a nostalgic journey, an adventure to rediscover the flavors of yesteryear. Allow us to create special moments for you in which the essence of autumn is not only felt but also tasted through meaningful flavors.TIMELINE PRE-LAUNCH PHASE August 7 - August 10 Start a teaser social media post campaign for the approaching product launch August 10 - August 12 Set up promotional posters in the store. Set up decorations for check-in LAUNCH PHASE August 13 - September 16 side with Facebook and Instagram ads for promotion August 13 - September 30 “ON Launch moving poster on TikTok side by Objective Increase the target market's awareness of and interest in the product. Channel distribution Marketing; (Online) Social Media (Facebook, Instagram), Website (Offline) Phuc Long stores Objective: Promote the product and increase sales, customer loyalty. Sale: Phuc Long stores Channel distribution: Marketing: (Online) Social Media (Facebook, Instagram), Website (Offline) Phuc Long stores Launch the combo on Phuc Long's website, Facebook and Instagram ads The store launched the Mid-Autumn Festival combination, which costs 135,000 VND plus a voucher of 20% for the tea product line. This voucher will be active ‘on September 30. Selling combo both online and offline. September 1 - September 30 The store launched the Mid-Autumn Festival combination, which costs 135,000 VND. This combo includes one paper lantern model and a voucher offering a 20% discount for future use. The store is selling this combo both online and offline.TIMELINE POST-LAUNCH PHASE October 1 - October 7 Analyze the performance of the promotion. October 7 Post a thank you message to consumers for their participation in the campaign and include a poll asking them how they felt about it. Objective Analyze the campaign's success and point out areas that need improvement. Channel distribution (Online) Social Media (Facebook), WebsiteBUDGET Total Sales: 100,000 Average price of the combo: 135,000 VND Revenue: 13,500,000,000 VND Estimated Budget: 1,350,000,000 VND Plan Unit cost Decoration 527,600VND/ store Gift 4,000VND/ paper model 80,000VND/ 2 posters / 1 Poster store Meta ads 12,244,898 VND/day Advertisement Dols 5,700,000 VND/day ads Voucher 540,000VND/2000 units Total cost 75,446,800 VND 200,000,000 VND 11,440,000 VND 600,000,000 VND 199,500,000 VND 27,000,000 VND Total budget: 1,113,386,800 VNDSTAGE ALLOCATION Stage Awareness Consideration Purchase Post Purchase Timeline Main phase: 7/8 - 16/9 Maintenance: 16/9 - 30/9 10/8 - 16/9 13/8-30/9 30/9- 7/10 Total Budget 354,535,450 183,673,470 348,177,880 211,812,500 15,187,500 1,113,386,800 Allocation 31.8% 16.5% 31.2% 19.1% 14% 100%REFERENCE 1.Ngoc Bich. (2023, March 12). Chién luoc marketing ctia Phuc Long - Ty hao huong vi Viét. Nha Hang S6. https://nhahangso.com/chien-luoc-marketing-cua-phuc-long.html 2.Organization. (2022, September 12). What makes Phuc Long a phenomenon in Vietnam? Masangroup.com. https://www.masangroup.com/news/masan-news/What- makes-Phuc-Long-a-phenomenon-in-Vietnam.html 3.MASAN GROUP Annual Report 2022. (n.d.).[74,75] _https://masangroup-cms- production.s3-ap-southeast- 1,amazonaws.com/iblock/997/99756934bb80a36c1 6a06c073447068b/53e47f938d49c2c 0248861 101db56ba1.pdf 4.Viét Nguyén. (2021, June 7). Phép c6ng ctia Phuc Long. Brandsvietnam.com; BrandsVietnam. https://www.brandsvietnam.com/21680-Phep-cong-cua-Phuc-Long 5.About Us. Phtic Long Coffee & Tea. (n.d.-b). https://phuclong.com.vn/en/ve-chung-toi