(TIỂU LUẬN) TOPIC MARKETING PLAN FOR THE CAFE WORKSHOP MODEL AT THE COFFEE HOUSE

THE MINISTRY OF FINANCE THE UNIVERSITY FINANCE OF MARKETING FACULTY OF MARKETING - - SERVICE MARKETING CLASSROM CODE: 2121702052708 TOPIC MARKETING PLAN FOR THE CAFE WORKSHOP MODEL AT THE COFFEE HOUSE Major: Marketing Management NAME Student’s Code Pham Ngoc Tinh : 2021008567 Le Hoang Thuy Tien : 2021008565 Bui Hoang Minh Thu : 2021008560 Le Vo Bao Ngan : 2021008487 Tran Tu Quyen : 2021008532 Ho Chi Minh, 2022 TABLE OF CONTENT INTRODUCTION 0 1.1 INTRODUCE 1.2 CORE VALUE 1.3 VISION - MISSION 2 SITUATION, MARKET & COMPETITOR ANALYSIS 2.1 SITUATION ANALYSIS 2.2 MARKET ANALYSIS 2.2.1 Market demographic 2.2.2 Market needs 2.2.3 Market trend .5 2.2.4 Market growth 2.3 COMPETITORS ANALYSIS TARGETING CUSTOMERS ANALYSIS & POSITIONING STRATEGY 3.1 TARGETING CUSTOMERS ANALYSIS .7 3.1.1 Geographic 3.1.2 Demographic 3.1.3 Behavioral 3.1.4 Psychological .9 3.2 POSITIONING STRATEGY 3.2.1 Brand Positioning .9 3.2.2 Positioning Map .10 ANALYSE THE MARKETING MIX STRATEGIES 12 4.1 SERVICE PRODUCT STRATEGY 12 4.1.1 Core product .12 4.1.2 Supplementary services 13 4.2 PRICE .14 4.2.1 Cost-based pricing 14 0 4.2.2 Value-based pricing (Customer-based pricing) 14 4.2.3 Competitor-based pricing 15 4.3 PLACE 15 4.3.1 Information and promotion flow 15 4.3.2 Negotiation flow .15 4.3.3 Product flow .15 4.3.4 Distribution options for serving customers 15 4.3.5 Place and time decision 15 4.4 CONSTRUCT A PROMOTION STRATEGY .16 4.4.1 Set communication goals 16 4.4.2 Media message 16 4.4.3 Implement the communication plan 17 4.5 PROCESS .19 4.5.1 Service Processes .19 4.5.2 Level of customer participation .20 4.6 PHYSICAL EVIDENCE 20 4.7 PEOPLE 21 4.7.1 Staff 21 4.7.2 Customer service 22 CONCLUSION .23 REFERENCE .1 ABBREVIATIONS LIST No Acronyms Meaning 0 TCH The Coffee House SWOT Strengths, Weaknesses, Opportunities, Threats VND Viet Nam Dong TABLE LI Table 1: The Coffee House's swot analysis Table 2: Market demographics of The Coffee House 0 Table 3: Competitor analysis of The Coffee House .7 Y Table 1: Identify target customers by behavior Table 1: Implement the communication plan 19 PICTURE LI Picture 1: The Coffee House Shop Y Picture 1: Coffee Workshop Model 0 Picture 2: Trends of handmade products .6 Picture 1: Positioning Map of The Coffee House 10 Picture 2: The space of The coffee House 11 Picture 3: Menu of The Coffee House 12 Picture 1: Physical evidence of the coffee house 20 Picture 2: Staff at the coffee house .21 Picture 3: Customer Service of The Coffee House 21 0 INTRODUCTION 1.1 INTRODUCE The Coffee House is a Vietnamese coffeehouse chain, created in 2014 and based in Ho Chi Minh city From the first store at 86-88 Cao Thang, up to now, The Coffee House chain has been present in major cities nationwide (Hanoi, Ho Chi Minh City, Bien Hoa, Hai Phong Da Nang, Vung Tau) In less than years, The Coffee House has opened 100 stores across the country The Coffee House has been "redefining" the coffee experience with an inspiring space, friendly staff and good product quality at a price that suits the masses Not only that, after merging the coffee division of Cau Dat Farm, The Coffee House has officially operated its own farm in Cau Dat - the golden strip of Arabica coffee beans, in order to provide clean coffee products and quality Picture 1: The Coffee House Shop 1.2 CORE VALUE Sincerely: Starting with the mission of "Giving happiness" Interested: Puts customers, employees and the community at the heart of every decision Because of you, The Coffee House is empowered to spread good values to young Vietnamese people 0 Creative: The Coffee House wants to make a difference for Vietnamese coffee Confidence: At the Coffee House, like-minded souls work together diligently and together for great goals 1.3 VISION - MISSION "Human-centered" from small things has brought huge effects Every decision and action at The Coffee House starts with the mission "Deliver Happiness" Take customers as the focus to create the best products/services Becoming the leading coffee brand chain in Vietnam and reaching out to the world Create a closed process, from the source to the product to the customer Combining traditional and modern design, creating the unique essence of The Coffee House The coffee house will be a gathering place for coffee lovers and enthusiasts SITUATION, MARKET & COMPETITOR ANALYSIS 2.1 SITUATION ANALYSIS STRENGTHS WEAKNESSES - The coffee house is one of the major - For franchising business, there will be brands dominating the market in Vietnam difficulties in the form of management and - A large number of stores, widely control distributed across the country - Enterprises suffered heavy losses (2019 - Spacious, friendly, and close to customers recorded a net loss of 80 billion VND) - Has its own built-in application on mobile - Concentrated mainly in big cities, not yet phones (100,000 downloads after half a reaching many local customers in small month of release) provinces - Actively in the supply of coffee from Cau Dat’s Farm OPPORTUNITIES THREATS - Vietnam is a country with a large amount - Under high competition from domestic and of coffee consumption foreign brand competitors - As a domestic brand, the coffee house - Service is still mass, not really 0 benefits from offering strategies that are outstanding more in tune with the local culture than - Customers are increasingly demanding on foreign brands service experience - The advantage of owning a separate - Coffee brands are almost all in the same ordering application on the phone will be an segment opportunity to develop many new types of services Table 1: The Coffee House's swot analysis After the pandemic, the F&B market rose strongly, especially in the online form For TCH, being a brand has many advantages to develop, especially owning a mobile application and its own delivery team However, nowadays, there are more and more brands in the same segment as TCH, the challenge especially is that TCH needs to have more special service experiences to attract customers and increase competitiveness with rivals With a spacious, airy and friendly space, high brand awareness, this will be an ideal condition to develop the Coffee Workshop service model following a green lifestyle to help improve the customer's experience when coming to TCH and catch up with the trend Picture 1: Coffee Workshop Model 2.2 MARKET ANALYSIS 2.2.1 Market demographic 0 Geographic Concentrate at stores in Ho Chi Minh City such as District 1, District 3, stores with spacious space Demographic Age 15 – 18 Gender Both male and female Income Mainly dependent Stable, from medium to high income and high on family and 18 – 30 >30 affordable for unstable Occupation Mainly students working people, office workers, students Psychographics Value Experience space, Study, working, meeting, relax, talking with talking with friends, family friends, study Lifestyle Like to Likes to experience Towards safety, slowly experience, fast new things, focuses doesn't care much about lifestyle more on service special service experience experience Heavy users Behavioral Usage medium users Heavy users Occasion Normal day, Normal day (afternoons and evenings of the holiday, seasonal day), weekend, holiday, … events, Customer Low High 0 Picture 1: Positioning Map of The Coffee House a) Mid-range price As a brand that entered the market late, competing with many big brands, The Coffee House was very keen to see the blank in the price segment and seized that opportunity to rise to become one of the major coffee chain in our country Currently, the products in the shop have an average price of 55,000 VND, this is an affordable price compared to competitive brands in the market b) Ideal space The Coffee House space is designed in the mainstream Industrial style The combination of warm colors and yellow lights brings a feeling of closeness to customers In the design of The Coffee House, everything is meticulously calculated, from the height of the table and chair to the location of each electrical outlet The details are arranged in harmony to create a dynamic open space so that each customer who comes here can study, work or simply come to "eat cake, drink tea" to relax These represent The Coffee House's motto: "Putting customer experience first" 10 0 Picture 2: The space of The coffee House c) Good services Service quality is probably The Coffee House's brightest plus point in the minds of customers compared to competing brands The sophistication of The Coffee House's team is not shown in an ostentatious way, but with the dedicated care of the staff here, from waiters, cashiers to security guards This is reflected in detail such as a glass of filtered water that is always filled, the car is brought to the place, the toilet is clean, The staff always pay attention to observing so that they can assist guests in a timely manner All create convenience for customers and increase the great experience here d) Diverse menu The Coffee House's menu includes both drinks and food Drinking water at The Coffee House is extremely diverse, divided into main groups:  Group A: Coffee  Group B: Fruit tea, milk tea  Group C: Crushed ice In addition, during the holidays, or Christmas, The Coffee House always launches new seasonal drink menus such as apple pear cinnamon latte, cantaloupe, extremely new 11 0 This helps buyers feel excited and not get bored with familiar drinks In terms of food, there are cakes and snacks here, meeting the needs of consumers at the restaurant Picture 3: Menu of The Coffee House e) Widely distributed Since its launch, The Coffee House has continuously impressed with its rapid growth rate The location of the shop system network is located in the best location, usually in a commercial center or in a prime location, with a beautiful street view, creating freedom and convenience for buyers Up to now, The Coffee House has reached 170 shops covering 14 provinces, usually big cities, of which the most concentrated in Ho Chi Minh City ANALYSE THE MARKETING MIX STRATEGIES 4.1 SERVICE PRODUCT STRATEGY 4.1.1 Core product The combo Workshop and drink is the core product Attendees can "do it yourself" (DIY) old clothes into tote bags Participants will be instructed to measure and cut old pieces of clothing into qualified pieces to make tote bags Then they can custom (embroidery) 12 0 according to their preference The Coffee House will pack the products according to the customer's name and send it to the sewing factory next week, the customer will come and receive the finished product 4.1.2 Supplementary services Information In order to meet the information searching needs of customers, The Coffee House always updates the latest news about time, location, price, etc about the workshop on the fanpage, website and application Order - Taking Besides, customers can order the ticket to join Workshop via The Coffee House application, website or buying directly at the cashier However, because the number of participants at each workshop is very limited and only takes place at certain branches, we highly recommend customers to book tickets through the app to avoid running out of tickets Billing When customers buy tickets through the app, customers only need to show the e-invoice or barcode at the cashier Besides, when buying at a store, customers will receive the bill and ticket directly at the cashier Payment In order to make the payment convenient and save time, The Coffee House provides a variety of payment services for customers such as cash, car or e-wallet Momo and Airpay Consultation The staff at The Coffee House are well-trained in knowledge as well as how to behave and serve customers Additionally, the instructors at the workshop are skilled craftsmen with extensive experience that they can assist participants in measuring and cutting fabrics accurately to create amazing and environmentally friendly products Hospitality Workshop space is close, cozy and fully equipped with tools such as scissors, chalk, ruler, color thread and needle, etc to support customers to complete products 13 0 Safekeeping For customers to use the service with peace of mind, all stores of The Coffee House are always arranged to manage customers' cars Besides, attendees at Workshop will be guided how to use needles and scissors carefully to avoid unintended accidents Exceptions The Coffee House is always willing to receive reviews and comments from customers In addition to calling hotline numbers, they always support members to evaluate right on the app on all aspects of services 4.2 PRICE 4.2.1 Cost-based pricing The price for a workshop is 250,000 VND/person This fee is included with The Coffee House and applies to all drinks on the menu Besides, customers only need to bring old clothes, the store will support necessary items for sewing such as needles, thread, scissors and rulers as well as send them to the sewing factory for customers More importantly, The Coffee House will open a campaign to collect old clothes This amount of clothes will be supported for customers who want to experience the service but not have satisfactory old clothes 4.2.2 Value-based pricing (Customer-based pricing) The staff is well-trained with a salary regime that is often high, in order to improve the quality of work Provide professional services: support customers to pay through many forms The Coffee House application is carefully invested with many features for customers to easily use The space is cozy and airy, equipped with many glass doors to help receive a lot of natural light With a team of skilled tailors and fully equipped with tools to assist in sewing Bringing customer the best tote bag sewing experience 4.2.3 Competitor-based pricing With a price of 250,000 VND at The Coffee House, this price includes water and support tools This price is considered much lower than competitors Tòong Teeng ceramic (400.000- 600.000 VND) and BeanThere Coffee (250,000 VND / person, excluding water fee And surcharges on weekends) 14 0 4.3 PLACE 4.3.1 Information and promotion flow The Coffee House always updates information about promotions, workshops and new products on the official Facebook Fanpage, in addition to having a website and application to help bring information to customers effectively 4.3.2 Negotiation flow The Coffee House will fully describe the information and rules about the Workshop, in addition, there is always a staff on duty on the fanpage and hotline to answer questions for customers during the decision-making process to use the service 4.3.3 Product flow The type of service surrounding the main product that requires the consumer to be present in the service delivery process Therefore, The Coffee House just chooses branches in the center of Ho Chi Minh city to make it easy to reach customers Besides, branches are always fully equipped with tools with spacious space 4.3.4 Distribution options for serving customers Customer visit service site: customers join workshop service at TCH venue (venue trung tâm > tiện lợi cho KH chuyển, tgian cuối tuần > clear rõ tgian >…) 4.3.5 Place and time decision The workshop will take place at the main branches in Ho Chi Minh City and will be held on Saturday from 10am - 7pm, divided into times frames (10:30am - 1pm 13h30 - 16h, 16h30 - 19h) Each time frame will welcome 15 customers at a certain branch In addition, each attendee will have 2:30 to complete the product if the time runs out but the attendee still wants to join the next workshop space, we will collect 50,000 VND / hour Selected branch addresses to hold weekly workshops:  88-86 Cao Thang, district  175B Cao Thang, district 10  111-113 Binh Phu, district  35-37 41 Street, district  19-21 22 Street, Binh Tan district 4.4 CONSTRUCT A PROMOTION STRATEGY 15 0 4.4.1 Set communication goals a) Objectives of the promotion strategy - Enhancing brand image by launching new useful offerings and making important contributions to the community - From the start of the plan to the conclusion of 2023, increase brand recognition by 5% in Ho Chi Minh City - Increase the number of downloads of The Coffee House app by 2% - The total reach of advertising media posts about the service on social networking platforms and apps reached 30,000 times b) Understand target customers - Truth: + Garments change from time to time as fashion evolves, resulting in an increase in the amount of old clothes, which are often difficult to destroy +The workshop is a healthy productive activity in which anybody may engage in the weekend Workshops in Vietnam are becoming more broad and give a wider breadth of understanding - Tension: +Throwing away too many outdated garments has a negative influence on the environment +On weekends, cafes are frequently highly packed, making it difficult to relax and enjoy In addition, it's easy to become bored when there aren't many things to - Motivation: looking forward to partaking in some healthy enjoyable activities to reduce stress after a long week at work -> Insight: Need a place to relax and join friends in healthy activities to reduce stress after a long week at work, as well as contribute to environmental protection 4.4.2 Media message - “With The Coffee House, let us save our “home.” 16 0 - The Coffee House aims to be more than just a "home" for customers, giving them a place to return to, but also to develop significant values with customers that benefit the community, helping to safeguard the environment - defending our shared “home” 4.4.3 Implement the communication plan TACTICS PRE-LAUCHING - Purposes: + Instilling in the target consumer group a sense of responsibility for the community's problems + Increase the quantity of activity on social networking sites to attract the attention of target clients + The Coffee House's community benefits greatly from maintaining the brand image on a regular basis - Activities: + Using TCH's various platforms, such as Facebook and YouTube, to upload content and create viral videos Video information concerns the rapidly growing fast fashion industry, which is wreaking havoc on the environment Posts will be made once a week for month and months before our new service debuts, using the hashtag #Saveourhome and using eye-catching photographs + month before to the start of service, hold a Facebook contest in which each participant must write an essay on their feelings after recycling a product from an old item they no longer use, using the hashtag #SaveourHome After two weeks, the judges will compile the likes and shares to pick the winner On opening day, the first three individuals who obtain the most votes will receive a free 17 0 workshop ticket and a tote bag made by the speaker himself, and the next eight people will receive a coupon suitable for any drink at The Coffee Shop valued up to 150,000 VND/person SERVICE OPENING - Purposes: The launch of the new service has been officially announced - Activities: Before the event + The panel of important, well-known speakers and influencers who will be present at the launch will be announced … + To promote new prospective developments, use advertising banners, electronic billboards in supermarkets, and huge trade centers + Remind everyone of the event hashtag, along with promoting where to share and engage across brand social media channels + Remind everyone about the event hashtag, as well as where they may post and interact on the brand's social media platforms In the event + Live stream the launch event on the Facebook page + Let clients who attended the launch to fill out a feedback form after using the new service to collect comments and their memorable photographs After the event: + Share eye-catching photographs, videos, and 18 0 quotations on social media + Send thank-you emails to customers for participating in the service launch event - Purposes: Maintaining the image of the company and increasing brand awareness - Activities: + Create a blog page that aggregates feedback from consumers who have joined up for the service on The Coffee House's official website Members who submit feedback on their Workshop experience will be eligible for discounts and special offers + The Coffee House has a mobile app that allows them to collect consumer feedback and provide POST-LAUCHING them with additional special deals + Maintain banner and digital billboard advertising at TCH's accessible fixed sites in Ho Chi Minh City + Sponsor contests featuring environmental protection elements (such as forest protection, environmental protection, writing about environmental protection, etc.) + Collaborate with a variety of organizations so that we may directly give the customized tote bags that buyers choose to contribute to those in need + Update the digital platform with information on current and future seminars on a regular basis Table 1: Implement the communication plan 4.5 PROCESS 4.5.1 Service Processes 19 0 a) Act 1: Prologue and Introductory Scenes  Mô tả  Sơ đồ (nên có)  W, F (đki mà ko đi) b) Act 2: Deliver the core service c) Act 3: The drama concludes 4.5.2 Level of customer participation 4.6 PHYSICAL EVIDENCE - Logo: The logo will keep The Coffee House's traditional brand design with three primary colors: orange, black, and white - Logo will be printed on the cup design, incorporating three of the brand's major colors into the logo design - The tote bag's packaging will be made of paper and will be green in color - Staff uniforms on workshop days will mainly follow The Coffee House's standard uniform with the following additions: + Bartenders and servers will be required to wear a green apron, and delivery personnel will be required to wear green latex - Design a distinct location for the service (maybe a floor or a room), green plants will be displayed throughout the room, and the Coffee House's inherent long tables will be used use Modern technological gear, including microphones, speakers, and projection displays, are fully equipped to compliment the speaker's communication process and provide the greatest possible client experience Throughout the session, soft classical music will be played - Sections with self-serve options: Customers should be given aprons to avoid soiling their garments with sugar and water - Tools and materials: Provide consumers with the essential cutting and stitching instruments, which are cleaned on a regular basis In addition, if clients not bring their old clothing, we will gather acceptable old clothes for them to pick a room 20 0 Picture 1: Physical evidence of the coffee house 4.7 PEOPLE 4.7.1 Staff For TCH employees are considered the center and are treated like family Employees are the core of sustainability "Delivering Happiness – Trao gửi hạnh phúc" Therefore, TCH is very focused on training the staff in F&B industry knowledge, building a development roadmap for employees, each individual has the opportunity to develop in a professional environment 21 0 Picture 2: Staff at the coffee house 4.7.2 Customer service The core values that make up TCH are care - creativity - sincerity - courage TCH always takes people as the center Be considerate, take care in each customer's cup of coffee TCH focuses on customer experience, constantly innovating, creating, learning, applying many modern technologies to bring the best experience for them, providing a space that is as close to home as possible Easily connect with customers Picture 3: Customer Service of The Coffee House 22 0 CONCLUSION 23 0 REFERENCE Khám phá thiết kế The Coffee House – không gian cafe khơi nguồn cảm hứng | Kendesign (2021) Retrieved May 2022, from https://noithatkendesign.vn/kham-pha- thiet-ke-the-coffee-house-khong-gian-cafe-khoi-nguon-cam-hung.html Những điều cần học từ The Coffee House để kinh doanh thành công – AMPE (2022) Retrieved May 2022, from https://ampe.vn/hoc-the-coffee-house/ Phân tích chiến lược marketing The Coffee House (2021) Retrieved May 2022, from https://amis.misa.vn/33995/phan-tich-chien-luoc-marketing-cua-the-coffee- house/?utm_source=coccoc&utm_medium=organic Vai trò dịch vụ trải nghiệm khách hàng (n.d.) Retrieved 25 Aprill, 2022, from https://www.liveagent.vn/hoc-vien/trai-nghiem-khach-hang/ The Coffee House Career (n.d.) The coffee House Retrieved 26 Aprill, 2022, from https://hr.thecoffeehouse.com/ Lối sống xanh: Người tiêu dùng thay đổi, doanh nghiệp phải “chuyển mình” (2021) Retrieved 26 Aprill, 2022, from https://vuphong.vn/san-xuat-xanh/ 0 ... services Information In order to meet the information searching needs of customers, The Coffee House always updates the latest news about time, location, price, etc about the workshop on the fanpage,... design, creating the unique essence of The Coffee House The coffee house will be a gathering place for coffee lovers and enthusiasts SITUATION, MARKET & COMPETITOR ANALYSIS 2.1 SITUATION ANALYSIS... Picture 2: The space of The coffee House 11 Picture 3: Menu of The Coffee House 12 Picture 1: Physical evidence of the coffee house 20 Picture 2: Staff at the coffee house