Company Overview
Company background
Aladdin is the company which owns restaurant brand system called Tan Luong Son Quan and Bo To Quan Moc - Vietnamese-style restaurants with unique architecture and close to nature.
On 20/11/2017, Aladdin International Vision JSC officially announced the first restaurant of brand Bo To Quan Moc at 102 Thai Thinh Street.
Business name Aladdin International Vision Joint Stock Company
Head office No 16, Alley 145/49, Quan Nhan Street, Nhan Chinh Ward,
Business industry Food and Beverage
Aladdin capacity
1.2.1 Company vision and mission 1.2.1.1 Company vision
The company is leading the restaurant industry in Vietnam by offering unique culinary experiences that emphasize authentic Vietnamese cuisine sourced from nature, mountains, and forests With a commitment to fast and attentive service, they align with modern societal trends while preserving traditional cooking methods that enhance the rich flavors of their dishes.
For customers: Provide customers/diners organic food with pure Vietnamese taste, high quality, reasonable price and professional service.
For partners: Bring leading profits and sustainable growth to partners.
For employees: It is an organization with a working environment of humanity,ensuring material and spiritual conditions for laborers Where employees are given every opportunity to maximize their capacity.
For society, community: The company always carries out social responsibility, and community-based volunteering activities.
1.2.2 Company’s Marketing financial ability and Structure
The financial ability for Marketing: Recognizing the importance of marketing,
Aladdin pays great attention to investing in these activities The company has a budget of 5% – 10% of the monthly total revenue of Bo To Quan Moc for its marketing activities.
The company's workforce is divided into two main groups: office employees and restaurant staff Among these, the Marketing Department is the largest, comprising seven employees.
During my internship, I focused on the Bo To Quan Moc restaurant brand, collaborating with the Marketing Department to learn and complete various tasks My primary responsibility was to manage trade marketing activities for Bo To Quan Moc, ensuring effective promotion and brand visibility.
Bo To Quan Moc Manager
Tan Luong Son Quan Manager
Bo To Quan Moc restaurant brand
Bo To Quan Moc restaurant is located on Thai Thinh street - a bustling and vibrant street
Bo To Quan Moc has quickly gained a stellar reputation through word-of-mouth from diners, thanks to its high-quality organic beef and exceptional preparation methods The restaurant specializes in dishes featuring tender and fresh calf meat, providing a delightful culinary experience Additionally, its unique decor, reminiscent of the nostalgic 1980s, transports customers back to their childhood, enhancing the overall dining atmosphere and appeal.
- POD: The ingredient is calf (soft, delicious, fresh) | The old town space, 80s style (unique, nostagic, joyful)
Bo To Quan Moc is actively exploring new expansion opportunities in Hanoi, focusing on districts such as Thanh Xuan, Cau Giay, and Ba Dinh, as well as other cities in Northern Vietnam.
Bo To Quan Moc restaurant is determined to be one of the top brands in the North of Vietnam, which is prioritized in customer’s mind.
Achieve the total revenue of $1.7 million in 2018
Launching the Bo To Quan Moc restaurant franchise project in Hanoi urban area as well as conducting market research to collect more data for this project.
Diversify the restaurant menu by adding the new dishes.
The marketing department and F&B production have recently introduced a refreshing new dish, green bean soup with beef, designed to cool and detoxify the body, making it perfect for hot summer days Due to the positive feedback from diners, we are considering adding this flavorful soup to our restaurant's official menu.
Detailed desciption of internship responsibilities
Vietnam F&B market analysis
The food and beverage sector in Vietnam has experienced remarkable growth over the past decade, fueled by both foreign and local brands Euromonitor International's market research indicates that from 2016 to 2020, the F&B market in Vietnam achieved an impressive average annual growth rate of 16.5%.
"Food & Beverages" segment amounts to US$90m in 2018.
In recent years, many foreign brands have made significant investments in the market, with expectations for continued growth fueled by rapid urbanization, rising consumer spending, and an expanding middle class Additionally, local brands specializing in Vietnamese cuisine and street food are becoming formidable competitors to global food chains.
In the past 2-3 years, foreign fast food chains have struggled to maintain growth and expansion as consumers increasingly favor local flavors and more affordable options This shift presents a valuable opportunity for restaurants to enhance awareness among target customers about their offerings.
Figure 2 The forecasted revenue development of F&B market from 2016 to 2022
According to Decision Lab, a market research firm based in Ho Chi Minh City, the out-of-home food and beverage consumption is segmented, with full-service and quick service restaurants each capturing 36% of the market Street food comprises 11%, while convenience stores, canteens, bars, clubs, and hotels make up the remainder The average transaction size for fine dining is $11.7, whereas patrons at Bo To Quan Moc typically spend between $7.5 and $11.2 per person, highlighting a competitive advantage for the restaurant.
In the first quarter of 2017, foodservice outlets experienced 328.6 million visits, with breakfast representing nearly one-third of these at 30 percent This trend is largely driven by the modernization of traditional Vietnamese cuisine, the rise of convenience stores, and a growing population of urban office professionals.
Location is the primary factor influencing restaurant choices, with 63% of respondents emphasizing its importance, especially in urban areas with increasing traffic Cleanliness and food quality follow closely, each cited by 34% of those surveyed These key criteria underscore the strengths of Bo To Quan Moc as a preferred dining destination.
As internet and smartphone usage continues to rise, restaurants are increasingly prioritizing online ordering to boost sales, with nearly 50% of food delivery orders in major cities now made online Bo To Quan Moc is collaborating with partners to offer customers a convenient platform for ordering food over the internet.
Micro environment
Bo To Quan Moc, located at 102 Thai Thinh Street, is the inaugural restaurant of an expanding chain, designed to accommodate 500 guests The vision for this brand includes a goal of establishing up to 12 additional locations by 2020.
Bo To Quan Moc effectively implements its Corporation Identify Program (CIP), ensuring that all marketing activities, including trade and online marketing, are easily recognizable to customers through a consistent use of color, logo, and staff uniforms.
The restaurant collaborates with various partners to execute effective marketing campaigns, including a media agency for creating promotional videos of its dishes and ambiance Additionally, partnerships with banks and travel companies enhance our outreach and marketing efforts.
Bo To Quan Moc guarantees the origin and high quality of its dishes by sourcing main ingredients, particularly calf, directly from manufacturers The restaurant partners with calf farms located in Ba Vi pasture, just an hour's drive away, ensuring fresh and sustainable supplies for their menu.
By purchasing directly without intermediaries, customers can enjoy original prices and gain easy access to the quality and origin of their food This approach not only enhances transparency but also helps reduce production costs, allowing us to offer the best prices to our customers.
In addition, the restaurant also selects the form of purchase from the distributor for other ingredients of the dish and beverages.
Bo To Quan Moc primarily serves urban residents of Hanoi and its surrounding areas, catering mainly to office workers and local households The average cost for a meal at Bo To Quan Moc ranges from $9 to $11.50 per person.
The customer profile for Bo To Quan Moc has been developed to enhance the restaurant's quality and service, serving as a foundation for effective marketing campaigns.
Office employees Group of Friends Group of Family
Gender Both Male and Female
Office employees: manager, deputy manager, staff,…
Social class Middle class Middle class Upper class
2 kms radius around the restaurant: Thai Thinh Street, Tay Son Street, Thai Ha Street,…
Hanoi urban area Apartment buildings near the restaurant:
Be loyal to a restaurant they love
Appreciate the comfort and fun
High requires about quality and services
Joyful, romantic, nostagic Depressed mood since working pressure
Comfortable, fun Towards a convenient and comfortable life
Friends gathering after work, travel, fashion, fast food, marriage, business, technology, café, online newspapers, online banking,…
Friends gathering, acohol, signature food, childhood, career, technology, café,…
Houseware, childrearing, children, marriage, health, business, insurance, investment, nurtrure, pets,…
Relationship inside family, finance, furture plan,
Transport Motorbike Motorbike, car Motorbike, car
Table 1 Bo To Quan Moc’s Customer Portrait
For each group of customers, we build different content suitable for each target group.
Vietnam, especially Hanoi, is a thriving hub for a diverse array of restaurants, leading to intense competition in the culinary scene This report focuses specifically on the direct competitors surrounding the Bo To Quan Moc restaurant, highlighting the challenges and dynamics of the local market.
Duc Troc Hotpot – Thai Thinh Street
Seafood world – Thai Thinh Street Scale Large – 520 seats 4 floors – 450 seats Small – 140 seats
All customer group, mainly are people indulge in alcohol
Office workers around the area, family group has middle income
Office workers and family group in upper class
The pristine style, suitable for gathering friends
Garden architecture, influenced by Chinese Thuy Hu novel
Modern, luxury style, suits to entertain guests/partners Specialize in hot pot, grub
Specialized in traditional mountain species dishes
Fresh seafood, selected by customers, then processed
- One of the first unique decor restaurants, operating for years
- Large, easy to find, private room, children playground.
- Fresh and high quality food
- Good marketing team, professtional staff
Space is no highlights, tables are closely spaced, not private
- Food hygiene and safety scandal leaded to negative image
High price, only seafood lead to limit customer quantity.
Table 2 Bo To Quan Moc’s Competitor
SWOT analysis
Small business owners must create products and services the customer values, and produce and deliver them in exceptional ways compared to the competition To meet the challenge, Bo
Quan Moc should clearly define its current business and operational objectives while considering various influencing factors The restaurant utilizes structured brainstorming techniques, supported by a SWOT analysis to identify its strengths, weaknesses, opportunities, and threats.
1 The demand for entertainment and eating of the people is increasing
2 Restaurant business market in Vietnam develops faster and stronger
3 Customer trend is now seeking for the old values and nostalgia
1 The enter of many competitors
2 The requirements about restaurant on diners are increasing
1 Good quality products, good service rely on highly skilled chef
2 Good business location in crowded and bustling residential area
3 Unique restaurant decoration and style
4 Many promotion campaigns are conducted to attract customers
- Enhance branding activities to raise awareness about Bo To Quan Moc
- Perform sales promotion on special days, weekend to attract prospects
- Invest in professional training for staff and manager
- Take advantage of restaurant space and style to attract new diners
- Remember the name and favorite dishes of VIP customers
1 Slowly change when more competitors appear, no new product
2 Not really effective in brand marketing, not stand out restaurant
- Beside serving dishes from calves, consider more signature dishes from mountains
- Develop new tasty dishes for each season
- Re-take care of light snacksTable 3 SWOT analysis
Description of task given during the period of internship
Bo To Quan Moc prioritizes marketing investments, recognizing that 90% of its customer base is generated through media and marketing efforts, while only 10% comes from walk-in visitors This highlights the importance of effective marketing in increasing brand awareness and attracting customers to the restaurant.
To Quan Moc restaurant before they come to have meals, and only a small number of visitors reach the restaurant by chance.
As a marketing trainee and informal assistant to Deputy Marketing Manager Ms Thu Thao, I gained valuable insights by attending board meetings and partner discussions, while also supporting the planning, implementation, monitoring, analysis, and reporting of restaurant marketing strategies This experience provided me with a comprehensive understanding of the marketing department's operations I took on significant responsibilities in trade marketing for Bo To Quan Moc restaurant, dedicating considerable time and effort to this area Additionally, my role encompassed digital marketing, customer relationship management, collaboration with partners, and involvement in the Bo To Quan Moc franchise project, all of which I will elaborate on in this report.
Nowadays, the Vietnamese market is so familiar with the stories, "Why Trade Marketing is more and more important?".
Recent reports indicate that 76% of purchase decisions occur at the point of sale, with 35% of shoppers open to altering their choices based on in-store elements This highlights a significant opportunity for Trade Marketing to flourish in the Vietnamese market.
During the initial phase of my internship, the restaurant's trade marketing efforts were primarily centered around basic promotional tools such as signboards, staff uniforms, simple leaflets, and loyalty programs, including a special birthday dining offer Moving forward, Bo To Quan Moc aims to enhance its trade marketing strategies over the next six months to boost overall revenue and attract new customers amidst increasing competition in the area.
The reasons why I was assigned this task as my first task in the internship time are:
The restaurant's focus on trade marketing will attract significant interest and investment, providing me with the opportunity to learn how to plan and implement professional marketing campaigns This experience will allow me to apply the theories I've studied at university in a practical setting Additionally, regular interactions with customers and departmental restaurants will enhance my understanding of customer needs and restaurant operations, which are essential for developing effective marketing strategies in the future.
To enhance customer retention, the restaurant has implemented a Loyalty Card program, which is designed to encourage repeat visits Loyalty program standcards are conveniently placed on each table to inform and engage customers about the benefits of participating in the program.
There are two types of cards available: the membership card, known as the GOLD card, and the VIP membership card, referred to as the DIAMOND card Each card type comes with distinct conditions and policies, allowing customers to earn points that serve as the foundation for future discounts.
Discount 10% on the total bill from Monday to Saturday.
Discount 15% on the total bill on Sunday.
Discount 10% on the total bill, decorate and give a birthday cake to customers their birthday week.
Card issuance if customers come to eat at restaurants and require for membership card The card is valid 24 hours after registration.
Discount 15% on the total bill from Monday to Saturday.
Discount 15% on the total bill on Sunday.
Discount 15% on the total bill, decorate and give a birthday cake to customers their birthday week.
Upgrade to Diamond card when customers have a GOLD card and accumulated2,000 points equivalent to spending 20,000,000 VND within 1 year (10,000 VND = 1 point)
Optimizing membership card enrollment process
The membership card registration process at the restaurant has been identified as complicated, leading to feedback from staff about its difficulty To enhance this experience, I have optimized the membership card process into six streamlined steps for improved efficiency and user-friendliness.
Step 1 Register: Waiter/waitress invites customers to register membership card after a meal, using the available form to collect information.
Step 2 Activate membership card: Cashier adds customer information into IPOS software.
Step 3 Accumulate point: Cashier applies incentives for cardmembers, accumulate points from invoices to cards using IPOS software.
Step 4 Upgrade the member card: Daily check the customer's point, upgrade the card when eligible.
Step 5 Measure: Customer service staff collects member card register paper at 17h each Monday and bring to the office.
Consumer Engagement: The campaign to celebrate International Women's Day onMarch 8th ,2018
In order to honor the ladies on March 8th, I and the marketing department conducted some activities in Bo To Quan Moc restaurant as follows:
- Give flowers and greeting cards with gift voucher for all female customers to dine at the restaurant.
- Discount 30% on all dishes (excluding beverages) for all tables with at least one female customer.
The campaign has garnered significant positive feedback from customers, who are sharing check-in photos at the restaurant on their social media platforms This activity enhances brand awareness and fosters a positive image in the minds of consumers.
- Raise the awareness of Bo To Quan Moc as well as its promotion discount 30% all dishes of the bill on radius of 1.5 - 2kms around the restaurant.
- Access and offer promotion for 20,000 customers in the area.
- Attract the prospects and diners throught the activities at and near Bo To Quan Moc resrautant. b Target
- Office workers and the poputation in the area where Bo To Quan Moc restaurant is located They are in the age of 22 to 40.
During lunch hours from 11 AM to 1 PM every day in May, office employees typically take a break to find dining options This timeframe presents an ideal opportunity to engage with our target customers as they seek answers to the question, "What and where should I eat?"
Concept: “The 80s - civil groups do the media”
- The Bo To fun dances to attract the attention of people who are moving through large crossroads near Bo To Quan Moc restaurant.
Leaflet distributors don vintage 80s attire while handing out flyers, complemented by restaurant mascots who dance to capture customer attention and promote awareness of the campaign.
- The loudspeaker will play the old songs and old radio pieces of the old days This way is effective because of reminding people of their beautiful childhood memories.
A voucher providing a 30% discount on all dishes included with the leaflets enhances customer engagement and serves as a metric for evaluating the campaign's effectiveness.
- Accessed 20,000 people who was moving through the large crossroad and live in nearly residential area.
- The conversion rate is about 15% equivalent to approximately 3000 customers bring the flyers include attached voucher to Bo To Quan Moc to have meals.
- Increased the awareness about Bo To Quan Moc brand as well as the revenue and profit of the restaurant.
- Spreaded the positiove reputation of Bo To Quan Moc restaurant.
- Increased a number of loyal customers and contributed to building customer database activities. e Evaluation
- On process of planning and conducting Flyer advertising campaign, I ordered some media publications such as flyers, attched vouchers, standees Because the company’s marketing
During our flyer distribution efforts, we encountered challenges as approximately 10% of customers declined to accept our flyers To overcome this obstacle, we informed them that each flyer included a valuable voucher, which encouraged acceptance and engagement with our promotional material.
We faced challenges with our student workforce, as their commitment and professionalism were often lacking due to class schedules and tardiness To address this issue, I revised the training activities and established new rules, ensuring that we always had a backup plan in place to keep our operations on schedule.
In today's digital age, a significant portion of your marketing strategy must focus on online engagement, as both consumers and businesses are constantly connected To effectively reach your target audience and analyze their behaviors, it's essential to establish a strong online presence where they spend the majority of their time.
How to Build a Comprehensive Digital Strategy:
Some recommendations for Bo To Quan Moc restaurant brand
To effectively utilize capital, the company must prioritize investments that align with customer feedback and needs For instance, rather than attempting to boost sales through customer gifts, the restaurant should focus on diversifying its menu Many loyal customers at Bo To Quan Moc have expressed a desire for more food options, and without variety, even dedicated patrons may lose interest over time.
To enhance employee quality, Aladdin should implement a comprehensive training program for their restaurant staff, as they directly interact with customers and embody the restaurant's image This training should focus on essential skills and knowledge to improve service excellence and customer satisfaction.
- Knowledge on the Aladdin company
- Knowledge on Bo To Quan Moc restaurant
- Knowledge on the customers’ needs
- Knowledge on how to resolve the pop-ups and basic problem in the restaurant.
- Knowledge on the responsibilities of a person who contribute for the image of restaurant.
To stay competitive, marketing employees at Bo To Quan Moc must undergo regular training to keep up with the latest market changes and trends This proactive approach ensures that the company remains ahead of its competitors.
Evaluation on the report
Achiements
During my internship, I focused on researching the market and customer demographics for Bo To Quan Moc restaurant, developing a strategic marketing plan that aligns with the budget while ensuring effectiveness This report successfully identifies the target customer profile and presents a comprehensive marketing strategy Additionally, the data collected from reputable and up-to-date sources will enhance the linear market research database.
Difficulties encountered .27 3.3 Experiences gained during the period of internship and solutions to overcome
During my internship, I encountered various challenges, particularly while analyzing the competitors of Bo To Quan Moc restaurant One significant difficulty was the restaurant's limited database regarding the market and its competitors, which necessitated conducting all research independently, with support from the marketing department.
Creating a content plan for a Facebook page, especially for a restaurant, can be quite challenging, particularly without prior experience in writing for such platforms To effectively develop engaging content, I visited the restaurant to sample the dishes and gathered feedback from patrons about the flavors, ensuring that the content resonates with the audience.
Conducting a flyer advertising campaign independently posed significant challenges, from hiring and training to supervising and evaluating Managing student workers proved particularly difficult due to numerous unexpected issues that required immediate attention.
At times, I found myself unprepared for the tasks assigned to me at the company, requiring me to spend additional time observing and acclimating to the work pace of my colleagues in the department.
After gaining valuable experience and training with seasoned professionals at Aladdin Company, I have significantly improved my efficiency and successfully integrated into the department's workflow.
3.3 Experiences gained during the period of internship and solutions to overcome difficulties
During my internship, I effectively applied the knowledge I gained at Thuongmai University, thanks to the guidance of my tutors and professors.
University into practice and contributed to a company that I had the honor to work in a period of time.
I have gained valuable experience in setting up effective promotional campaigns for restaurants and identifying the right target audience My senior colleagues and tutor have been incredibly supportive, readily answering my questions and guiding me through any challenges I faced During my market analysis, my tutor provided access to reliable and reputable information sources Additionally, to better understand customer needs and the company's vision while preparing my marketing plan, my manager encouraged me to attend all meetings and participate in various aspects of the restaurant, which helped me develop comprehensive strategies.
To thrive in the Marketing Department of Aladdin Company, I have focused on developing a work ethic that aligns with my colleagues Through guidance and constructive feedback from my tutor and teammates, I have significantly improved my communication, problem-solving, and teamwork skills Over time, I have become more efficient, making fewer mistakes compared to the beginning of my internship, and I have gained valuable real-world experience.