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 6 major cities nationwide (Hanoi, Ho Chi Minh City, Bien Hoa, Hai Phong
In less than 4 years, The Coffee House has opened 100 stores across the country TheCoffee 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.
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.
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.
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
SITUATION ANALYSIS
- The coffee house is one of the major brands dominating the market in Vietnam.
- A large number of stores, widely distributed across the country.
- Spacious, friendly, and close to customers.
- Has its own built-in application on mobile phones (100,000 downloads after half a month of release)
- Actively in the supply of coffee from Cau
- For franchising business, there will be difficulties in the form of management and control.
- Enterprises suffered heavy losses (2019 recorded a net loss of 80 billion VND)
- Concentrated mainly in big cities, not yet reaching many local customers in small provinces
- Vietnam is a country with a large amount of coffee consumption
- As a domestic brand, the coffee house
- Under high competition from domestic and foreign brand competitors
- Service is still mass, not really 2
0 0 benefits from offering strategies that are more in tune with the local culture than foreign brands.
- The advantage of owning a separate ordering application on the phone will be an opportunity to develop many new types of services. outstanding.
- Customers are increasingly demanding on service experience.
- Coffee brands are almost all in the same segment.
Table 2 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.
MARKET ANALYSIS
Geographic Concentrate at stores in Ho Chi Minh City such as District 1, District
Gender Both male and female
Income Mainly dependent on family and unstable
Stable, from medium to high income and high affordable for
Occupation Mainly students working people, office workers, students
Value Experience space, talking with friends, study
Study, working, meeting, relax, talking with friends, family.
Lifestyle Like to experience, fast lifestyle.
Likes to experience new things, focuses more on service experience
Towards safety, slowly doesn't care much about special service experience
Usage medium users Heavy users Heavy users
Occasion Normal day, holiday, seasonal events,
Normal day (afternoons and evenings of the day), weekend, holiday, …
User status None users, first time buyers
Regular users, first time buyes
Regular users, none users, first time buyers
Table 2 2: Market demographics of The Coffee House
According to a survey of Microsoft's global customer service (2018), up to 95% of survey respondents believe that service will play an important role in choosing or being loyal to a brand It is clear that nowadays customers are more and more interested in the service quality of a brand.
When coming to coffee brands, typically TCH, customers are often interested in: diverse products, affordable prices, quality and speed of service, space experience all will create a good service for customers customer In addition, customers want more needs to meet, exchange and learn with people with the same interests and professions.
Today, the coffee workshop model is widely applied thanks to the more diverse needs of this customer This is the place to exchange and learn from people in the same industry with the same interests, with topics discussed be it health, practice of making handmade items, ornamental plants, …
Along with the trend of green living, in recent years handmade goods have won the hearts of users and the demand is increasing because it shows the personality, preferences and needs of each customer.
Picture 2 2: Trends of handmade products
According to a survey by market research company nielsen, up to 86% of Vietnamese are willing to pay more for products that have a positive impact on society and the environment.
COMPETITORS ANALYSIS
The current direct competitors of TCH include: Phuc Long, Highlands Coffee After applying the coffee workshop model to make handmade products, they will face 2 direct competitors: Tòong Teeng ceramic, Beanthere cafe
- Recognized as a premium coffee brand.
- Has the highest average brand awareness.
- Store locations are located in beautiful, recognizable places
- The price is quite expensive.
- Haven't captured the popular segment yet
- Chain of franchise brands is difficult to control and manage
- Brand promotion is quite good
- The price is quite expensive.
- The quality of the garment is rated as not good
- New coffee service, make a difference
- The brand is not widely recognized
- The price is quite high
- Providing hand-made goods making service at the new shop
- The brand is not widely recognized
- The price is quite high
Table 2 3: Competitor analysis of The Coffee House
TARGETING CUSTOMERS ANALYSIS & POSITIONING STRATEGY
TARGETING CUSTOMERS ANALYSIS
Focus on urban areas, in big cities, where densely populated such as Hanoi, Ho Chi Minh City,
Gender: both male and female
Income: stable, from middle to high income, about 6M-18M vnd
Occupation: working people, university students,
Reason to buy Needs for a workspace or meeting friends.
Customers are looking for a spacious space with affordable prices to interact, work and create.
They decided to go for coffee They considered cafes whose locations, spaces, and styles fit their needs And then they chose The Coffee House.
Open space, wide seats, attentive service and mid-range prices are the advantages of The Coffee House In addition, the shop arranges a lot of electrical outlets and provides a strong wifi network, providing the best support for customers coming to the shop to study and work.
The Coffee House is a combination of "optimal experience space" with "reasonable prices" It becomes a place to meet friends, an open working space that the service quality is top- focused The beautiful restaurant layout also stimulates customers to take pictures at the shop and post it on social networks, indirectly promoting the brand in a positive way. Besides, The Coffee House's menu is also continuously expanded and improved, bringing many quality products that are very popular with young people This has brought many alternative options for customers to come to The Coffee House, greatly contributing to consumers retention.
Post-encounter stage Customers after using the service are satisfied with the values that The Coffee House brings From small details such as a glass of water that is always filled or a car taken to the door, these
0 0 simple things have successfully won the hearts of consumers. Thereby, these customers are likely to return to use The Coffee House's services, make repeated purchases, be loyal to the brand, and spread word of mouth about The Coffee House's good quality.
Benefits sought Meeting and working space, good service, affordable prices, diverse products.
Occasion of using the product
Table 3 1: Identify target customers by behavior
Love the large and airy space
Extroverted, often meets friends or work partners.
POSITIONING STRATEGY
The Coffee House positions itself as a place to bring customers a luxurious experience at an acceptable price.
For customers: The Coffee House is a home, a place to relax, work and chat
With products: The Coffee House is a place to manufacture, supply and distribute coffee products with quality and reliable services at reasonable prices for customers
With the market: The Coffee House is ambitious to supply Vietnamese coffee products not only in the Asian market but also compete with other brands in the world In the immediate future is the domestic market and China.
Picture 3 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".
Picture 3 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 3 main groups:
Group B: Fruit tea, milk tea
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.
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 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
SERVICE PRODUCT STRATEGY
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)
0 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
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
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.
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
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.
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.
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.
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.
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.
PRICE
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 do 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.
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 2 competitors Tòong Teeng ceramic (400.000- 600.000 VND) and BeanThere Coffee (250,000 VND / person, excluding water fee And surcharges on weekends).
PLACE
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.
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.
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 ở trung tâm > tiện lợi cho KH đi chuyển, tgian cuối tuần > clear rõ tgian >…)
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 3 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 / 1 hour.
Selected branch addresses to hold weekly workshops:
CONSTRUCT A PROMOTION STRATEGY
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
- 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
+ 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.
+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 do.
- 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.
- “With The Coffee House, let us save our “home.”
- 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”
+ 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.
+ 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 1 month and 2 months before our new service debuts, using the hashtag #Saveourhome and using eye-catching photographs.
+ 1 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 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.
The launch of the new service has been officially announced.
+ 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.
+ 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.
+ Share eye-catching photographs, videos, and 18
+ Send thank-you emails to customers for participating in the service launch event.
Maintaining the image of the company and increasing brand awareness.
+ 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 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.
PROCESS
0 0 a) Act 1: Prologue and Introductory Scenes
W, F (đki mà ko đi) b) Act 2: Deliver the core service c) Act 3: The drama concludes
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 do not bring their old clothing, we will gather acceptable old clothes for them to pick a room.
PEOPLE
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.
Picture 4 2: Staff at the coffee house
The 4 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 4 3: Customer Service of The Coffee House
1: The Coffee House Shop
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.
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.
"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.
- The coffee house is one of the major brands dominating the market in Vietnam.
- A large number of stores, widely distributed across the country.
- Spacious, friendly, and close to customers.
- Has its own built-in application on mobile phones (100,000 downloads after half a month of release)
- Actively in the supply of coffee from Cau
- For franchising business, there will be difficulties in the form of management and control.
- Enterprises suffered heavy losses (2019 recorded a net loss of 80 billion VND)
- Concentrated mainly in big cities, not yet reaching many local customers in small provinces
- Vietnam is a country with a large amount of coffee consumption
- As a domestic brand, the coffee house
- Under high competition from domestic and foreign brand competitors
- Service is still mass, not really 2
0 0 benefits from offering strategies that are more in tune with the local culture than foreign brands.
- The advantage of owning a separate ordering application on the phone will be an opportunity to develop many new types of services. outstanding.
- Customers are increasingly demanding on service experience.
- Coffee brands are almost all in the same segment.
Table 2 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.
1: Coffee Workshop Model
Geographic Concentrate at stores in Ho Chi Minh City such as District 1, District
Gender Both male and female
Income Mainly dependent on family and unstable
Stable, from medium to high income and high affordable for
Occupation Mainly students working people, office workers, students
Value Experience space, talking with friends, study
Study, working, meeting, relax, talking with friends, family.
Lifestyle Like to experience, fast lifestyle.
Likes to experience new things, focuses more on service experience
Towards safety, slowly doesn't care much about special service experience
Usage medium users Heavy users Heavy users
Occasion Normal day, holiday, seasonal events,
Normal day (afternoons and evenings of the day), weekend, holiday, …
User status None users, first time buyers
Regular users, first time buyes
Regular users, none users, first time buyers
Table 2 2: Market demographics of The Coffee House
According to a survey of Microsoft's global customer service (2018), up to 95% of survey respondents believe that service will play an important role in choosing or being loyal to a brand It is clear that nowadays customers are more and more interested in the service quality of a brand.
When coming to coffee brands, typically TCH, customers are often interested in: diverse products, affordable prices, quality and speed of service, space experience all will create a good service for customers customer In addition, customers want more needs to meet, exchange and learn with people with the same interests and professions.
Today, the coffee workshop model is widely applied thanks to the more diverse needs of this customer This is the place to exchange and learn from people in the same industry with the same interests, with topics discussed be it health, practice of making handmade items, ornamental plants, …
Along with the trend of green living, in recent years handmade goods have won the hearts of users and the demand is increasing because it shows the personality, preferences and needs of each customer.
2: Trends of handmade products
According to a survey by market research company nielsen, up to 86% of Vietnamese are willing to pay more for products that have a positive impact on society and the environment.
The current direct competitors of TCH include: Phuc Long, Highlands Coffee After applying the coffee workshop model to make handmade products, they will face 2 direct competitors: Tòong Teeng ceramic, Beanthere cafe
- Recognized as a premium coffee brand.
- Has the highest average brand awareness.
- Store locations are located in beautiful, recognizable places
- The price is quite expensive.
- Haven't captured the popular segment yet
- Chain of franchise brands is difficult to control and manage
- Brand promotion is quite good
- The price is quite expensive.
- The quality of the garment is rated as not good
- New coffee service, make a difference
- The brand is not widely recognized
- The price is quite high
- Providing hand-made goods making service at the new shop
- The brand is not widely recognized
- The price is quite high
Table 2 3: Competitor analysis of The Coffee House
3 TARGETING CUSTOMERS ANALYSIS & POSITIONING STRATEGY 3.1 TARGETING CUSTOMERS ANALYSIS
Focus on urban areas, in big cities, where densely populated such as Hanoi, Ho Chi Minh City,
Gender: both male and female
Income: stable, from middle to high income, about 6M-18M vnd
Occupation: working people, university students,
Reason to buy Needs for a workspace or meeting friends.
Customers are looking for a spacious space with affordable prices to interact, work and create.
They decided to go for coffee They considered cafes whose locations, spaces, and styles fit their needs And then they chose The Coffee House.
Open space, wide seats, attentive service and mid-range prices are the advantages of The Coffee House In addition, the shop arranges a lot of electrical outlets and provides a strong wifi network, providing the best support for customers coming to the shop to study and work.
The Coffee House is a combination of "optimal experience space" with "reasonable prices" It becomes a place to meet friends, an open working space that the service quality is top- focused The beautiful restaurant layout also stimulates customers to take pictures at the shop and post it on social networks, indirectly promoting the brand in a positive way. Besides, The Coffee House's menu is also continuously expanded and improved, bringing many quality products that are very popular with young people This has brought many alternative options for customers to come to The Coffee House, greatly contributing to consumers retention.
Post-encounter stage Customers after using the service are satisfied with the values that The Coffee House brings From small details such as a glass of water that is always filled or a car taken to the door, these
0 0 simple things have successfully won the hearts of consumers. Thereby, these customers are likely to return to use The Coffee House's services, make repeated purchases, be loyal to the brand, and spread word of mouth about The Coffee House's good quality.
Benefits sought Meeting and working space, good service, affordable prices, diverse products.
Occasion of using the product
Table 3 1: Identify target customers by behavior
Love the large and airy space
Extroverted, often meets friends or work partners.
The Coffee House positions itself as a place to bring customers a luxurious experience at an acceptable price.
For customers: The Coffee House is a home, a place to relax, work and chat
With products: The Coffee House is a place to manufacture, supply and distribute coffee products with quality and reliable services at reasonable prices for customers
With the market: The Coffee House is ambitious to supply Vietnamese coffee products not only in the Asian market but also compete with other brands in the world In the immediate future is the domestic market and China.
1: Positioning Map of The Coffee House
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".
2: The space of The coffee House
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 3 main groups:
Group B: Fruit tea, milk tea
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.
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.
3: Menu of The Coffee House
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
4 ANALYSE THE MARKETING MIX STRATEGIES
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)
0 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
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
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.
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
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.
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.
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.
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.
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.
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 do 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.
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 2 competitors Tòong Teeng ceramic (400.000- 600.000 VND) and BeanThere Coffee (250,000 VND / person, excluding water fee And surcharges on weekends).
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.
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.
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 ở trung tâm > tiện lợi cho KH đi chuyển, tgian cuối tuần > clear rõ tgian >…)
1: Physical evidence of the coffee house
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.
2: Staff at the coffee house
The 4 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