Xây dựng kế hoạch Marketing Internet cho Trung Nguyên cho kỳ nghỉ lễ cuối năm, lập kế hoạch tiếp thị nội dung trên các nền tảng mạng xã hội. Phân tích môi trường vi mô của Trung Nguyên và cung cấp phân tích SWOT ngắn gọn nhưng toàn diện
MINISTRY OF EDUCATION AND TRAINING INTERNATIONAL SCHOOL VIETNAM NATIONAL UNIVERSITY FINAL REPORT MARKETING INTERNET Student Name Student ID Course Code Lecturer : Nguyễn Diệu Nga : 19071433 : INS3039.02 : Nguyễn Văn Phương Hanoi, 2023 Nguyễn Diệu Nga - 19071433 INS3039.02 EXECUTIVE SUMMARY This report meets the requirements of topic INS3039.02 In this mission, I chose Trung Nguyen Legend - a famous Vietnamese coffee brand The report focuses on the marketing plan for the product line "Rich Gift Box" of Trung Nguyên during the year-end holiday To plan the company's marketing activities, the report is divided into three parts The beginning is an introduction to the brand with basic information such as history, core values, microenvironment, SWOT analysis Next is the year-end holiday marketing plan Goals, segments, messages and digital media mix will be thoroughly analyzed in this section Finally, the content of the plan is built on the Content Marketing Matrix of Smart Insights Nguyễn Diệu Nga - 19071433 INS3039.02 TABLE OF CONTENTS INTRODUCTION PART A COMPANY BACKGROUND Mission, vision and core value History 3 Target Audience .4 Micro-environment SWOT .5 PART B YEAR-END HOLIDAY MARKETING CAMPAIGN PLANNING .6 Goal setting .7 Segmentation and targeting Offer and message development .8 Selecting the digital media mix 4.1 Youtube .9 4.2 Facebook .9 4.3 Tiktok 10 4.4 Website .11 PART C CONTENT MARKETING PLANNING .11 CONCLUSION 12 REFERENCE LIST .13 Nguyễn Diệu Nga - 19071433 INS3039.02 INTRODUCTION Coffee is currently a valuable business commodity Vietnam's coffee sector is establishing itself more and more in the global coffee market Every year, the coffee business contributes significantly to the country's GDP, provides jobs, and stabilizes the lives of hundreds of thousands of households in hilly areas, particularly the Central Highlands Trung Nguyen coffee is a well-known and trusted brand in the Vietnamese coffee business Trung Nguyen Legend is a business that specializes in coffee production, processing, and trading, as well as franchise, distribution services, modern retail, and tourism This brand can be said to be the pride of our country about a reputable brand in the international arena with a global presence in over 60 countries PART A COMPANY BACKGROUND Mission, vision and core value Mission: Build the unified humanity under the value system of the enlightened lifestyle for success and true happiness Vision: The great organization through serving humanity Core value: Absolute faith Serving community Supported by humanity Strong eco-finance History On June 16, 1996, Chairman Dang Le Nguyen Vu established Trung Nguyen in Buon Ma Thuot On August 20, 1998, Trung Nguyen's first store opened in Ho Chi Minh City In 2000, Trung Nguyen was present in Hanoi, implementing the franchise model In 2001, the Franchise Company was successful in Japan, Singapore On 11/23/2003 Trung Nguyen's G7 instant coffee brand was born In 2010, Trung Nguyen coffee products are exported to more than 60 countries and territories around the globe, In 2012, Trung Nguyen became the most favorite coffee brand among Vietnamese consumers Nguyễn Diệu Nga - 19071433 INS3039.02 In 2016, Trung Nguyen became the largest coffee shop chain in Southeast Asia In 2017, Trung Nguyen Legend officially opened a representative office in Shanghai (China) In 2021, the 25th Anniversary of the Group's establishment 1996 - 2021 The Coffee City project officially inaugurated the model house and utility areas Target Audience Trung Nguyen's goal has been to serve customers ranging in age from young to middle-aged This is the age when the need for meetings and group conversations is very high for countless reasons such as group meetings, business discussions with partners Micro-environment Customers Trung Nguyen has been grinding coffee on the spot to serve clients since the day he started It not only provides customers with an authentic coffee product experience, but it also encourages them to participate in the creative process with specialists by allowing them to select their favorite beans, have them ground on the spot, and take them home to enjoy or give to friends Customers can purchase hand coffee grinders at Trung Nguyen's high-end chain of restaurants, in addition to roasted nuts, so that they can grind just the proper amount of beans for one filter and thoroughly enjoy the entire experience like a true barista Competitors To thrive in this intensely competitive market, Trung Nguyen Legend must not only understand itself, but also its competitors Trung Nguyen Office's direct competitors in the Vietnamese coffee chain industry include Nescafe, Highland Coffee, Starbucks, and The Coffee House ● Nescafe: With a 70-year history, Nescafe is the world's leading instant coffee brand Most people in Vietnam are familiar with this brand, and it is one of the brands with a large market share in Vietnam Nescafe currently operates an instant coffee facility with a capacity of 1000 tons per year, allowing the company to best satisfy the needs of consumers ● Highlands Coffee: caters to customers from the middle class, office professionals, and young people Highlands Coffee now operates 336 stores Highland Coffee's revenue reached over VND 2,200 billion in 2019 and nearly VND 2,140 billion in 2020, greatly above and more than doubling competitors' total income ● Starbucks: The Starbucks chain's income in 2019 exceeded VND 780 billion, a rise of more than 32% over the previous year due to the system's rapid expansion This figure places the world's famous coffee chain in the category of highest earning chain Nguyễn Diệu Nga - 19071433 INS3039.02 ● The Coffee House: After many years of expansion and capital increase, The Coffee House has developed to become Vietnam's second largest coffee chain (after Highlands Coffee) This chain's revenue in 2019 was VND 863 billion, increasing nearly 30% from the previous year The Coffee House, on the other hand, suffered the most loss in the leadership group, with a loss of more than 80 billion dong High selling costs are the primary cause of this chain's loss Suppliers Trung Nguyen was established and developed in Buon Ma Thuot, the coffee capital in Vietnam And, in fact, our country's coffee exports rank second only to Brazil's As a result, price pressure from suppliers will be reduced, as will transportation issues Especially for Trung Nguyen Legend, which has constructed the world's largest coffee farm as a tourist attraction, a source of raw materials, and, most significantly, independence from suppliers As a result, suppliers are a minor component influencing industry rivalry Media Trung Nguyen exploits the ability to advertise for free on social networks such as Facebook, Tiktok, popular social networks today This is also a very hard-working brand to invest in advertising TVCs It is especially shown at prime time on national television channels such as VTV1, VTV3 In addition, Trung Nguyen Legend collaborated with Vietnam Airlines to implement Vietnam Coffee Story, which has been premiered on Vietnam Airlines flights since May 2021 Coffee and the cultural heritage, nature and people of Vietnam will be increasingly known, respected and loved by international friends SWOT The organisation Strengths – S The home field advantage, taking advantage of the national spirit and cultural factors Tapping into the customer's psychology "Vietnamese people use Vietnamese goods" Good quality products with distinct taste Good raw materials, modern technology, special extraction know-how Distribution is very strong Weaknesses – W The franchise system is massive and inconsistent Change the sign system, color, packaging continuously Change personnel continuously Having many projects and ambitions at the same time Opportunities – O Has a special taste, cheaper than other brands Easy to SO strategies S1+S2+O1+O2 → Strategies to build a WO strategies W1+O2 → Strengthen, tighten management Nguyễn Diệu Nga - 19071433 INS3039.02 process, especially for instant coffee State-backed The world's coffee demand is constantly increasing, especially the large markets of Japan and China Joining WTO helps to enter foreign markets foothold and capture the market S3+S4+O3+O4 → Market expansion strategy W2+O1→ More effective marketing strategies, helping customers know and choose the right products Threats – T Inflation increases, money depreciates, making it difficult to price products Many competitors Diversified substitute products Internal conflicts ST strategies S1+T1 → Pricing Strategy S2+T2 → Competitive strategy S3+T3 → Creative marketing strategy, new product development WT strategies W3+T2 → Employee meeting and recruitment methods T4 → Use legal measures to solve the problem Table SWOT of Trung Nguyen Legend PART B YEAR-END HOLIDAY MARKETING CAMPAIGN PLANNING In the Lunar New Year 2023, Trung Nguyen Legend wishes to bring precious moments of tranquility on the occasion of the start of a new year, "Rich Gift Box" was launched as a community gratitude from Trung Nguyen Legend, thereby sending about a different way of celebrating Tet - more quiet, slower Rich gift set with a shape inspired by the book symbolizing the enlightened knowledge of mankind Besides, the image of a watercolor painting imbued with oriental culture will bring lightness, peace but no less elegance and sophistication Inside the Rich gift set is a combination of a box of Creative Roasted Coffee (500g) and an aluminum filter with a bronze drum pattern representing the quintessence of Vietnamese culture, a symbol of tranquility in the soul; to bring the perfect source of energy for Body - Heart - Mind Nguyễn Diệu Nga - 19071433 INS3039.02 Goal setting Specific: Introduce, bring product images closer to the market and customers Measurable: ● Online market share growth: The website has the highest percentage of visitors in the industry ● Increase brand awareness and understanding by at least 20% ● Increase the number of loyal customers by at least 10% Attainable: With the current store system and the ability to franchise, Trung Nguyen aims to expand its product distribution stores to at least 3,000 stores nationwide Relevant: To help products penetrate the market better Timely: From 01/12/2022, goals to be completed by 28/02/2023 Segmentation and targeting Target customer: The target customers of the "Rich Gift Box" product range are people from 25-60 years old living in urban regions; in two major cities (Ho Chi Minh City and Hanoi), income group A, enjoy business, have many relationships, and like products that demonstrate class as well as solve high-class necessities in life Segmentation Relationship with company Prospects who haven’t purchased, loyal customers, lapsed customers Demographic ● Gender: Both men and women Nguyễn Diệu Nga - 19071433 INS3039.02 segmentation ● Geographical location: urban areas; in big cities (Ho Chi Minh city and Hanoi) ● Mature-aged (25-35 years old) and Middle-aged (35-50 years old), Elderly-aged (over 50 years old) ● Income: Group A Class income (Over 50m/month) Psychographic or attitudinal segmentation Trung Nguyen's product line is ideal for individuals who seek luxury while still carrying the pride of a Vietnamese brand at a competitive starting price Customers who have many relationships and need a lot of diplomacy are also suitable for this product line Behaviour Regularly use social media platforms, visit websites and catch trends quickly Table Segmentation for campaign Offer and message development Trung Nguyen Legend is grateful and sends blessings to all customers who have and will use Trung Nguyen's products Customers will receive an 11% discount for each set of products Each customer with $19.27 can send New Year greetings to each loved one with a Trung Nguyen Legend coffee product and a coffee filter product Customers can order through Trung Nguyen's website or can call directly to the store to order Selecting the digital media mix Creating content on social networks is an extremely prominent trend when implementing a Marketing campaign, which is applied by many marketers The figures showing the hotness of this trend are: • There are more than 800 million active Tiktok users worldwide • More than 500 million Facebook users are watching videos on the platform every day 85% of videos on Facebook are watched without sound 67% of marketers consider Facebook to be their most important social media platform • Youtube reaches more people over the age of 18 during peak hours than any other social network or TV channel • Half of YouTube subscribers aged 18-34 will skip what they're doing to watch a new video from their favorite channel Nguyễn Diệu Nga - 19071433 INS3039.02 Therefore, Affiliate Marketing and Paid Advertising will be effective for the campaign by building a multi-channel communication strategy Facebook Youtube Tiktok Website Zalo Instagram 0.5 0.5 1 0.5 Total Delivery cost Development cost Cost Reach Frequency Selectivity Pass-along Coverage Interactivity Personalisation Appeal Long exposure time Flexibility 0.5 1 1 1 0.5 1 0.5 0.5 1 0.5 0.5 1 1 13.5 0.5 0.5 0.5 1 1 0.5 1 0.5 11.5 0.5 1 0 0 0.5 0.5 0.5 0.5 0.5 Short lead time Ability to cut through clutter Time Credibility Content Attention Stimulation Quality 1 0.5 1 0.5 0.5 0 0.5 0.5 0.5 14 0.5 0.5 0.5 8.5 0.5 0.5 0.5 0.5 0.5 6.5 Table Evaluation table of some the digital media by the Coulter and Starkis (2005) framework Based on the above evaluation, I decided to choose Youtube, Facebook, Tiktok and Website as the digital media for this campaign 4.1 Youtube Youtube is a great platform to deploy 15-30 second commercials for Trung Nguyen's new products with the slogan "Awakening Tet," sending a message about a different way to celebrate Tet - calmer, slower Upload short videos in the Shorts section of Youtube with elegant and luxurious images, stimulating an awake lifestyle with Trung Nguyen coffee that hits in the mind of the customers Nguyễn Diệu Nga - 19071433 INS3039.02 4.2 Facebook With over 160,000 followers as likes, Trung Nguyen Legend Fanpage is a wonderful tool for posting fascinating and appealing articles about new items, promotions, or year-end greetings These posts will be posted and advertisements will run in the golden hours from 18:00 to 22:00 suitable for the office world Articles on Trung Nguyen's New Year gift products will be updated 4-5 times every week We use SEO to produce hashtags that are easily accessible and searchable, such as #trungnguyen #TrungNguyenLegendCafe #gift #NewYear Can also make mini-games and events 4.3 Tiktok 10 Nguyễn Diệu Nga - 19071433 INS3039.02 The Tiktok platform has received a lot of attention and has some clout As a result, we will concentrate on promoting the brand through this channel in order to widely present the service given to the target customer file ● Create short videos of people enjoying Trung Nguyen's filter coffee goods, stimulating their taste buds ● Use SEO to acquire hashtags or to generate trends for more users, such as #trending #trungnguyenlegend #caphevietnam #tet2023 ● Hire a TikTok KOL with a significant following to promote the campaign 4.4 Website More developments on the company's website Customers will be supplied with a wealth of information on items, prices, and ongoing promotions to assist them grasp and capture information more simply PART C CONTENT MARKETING PLANNING To implement the marketing plan, we suggest using the following Content Marketing Mix: 11 Nguyễn Diệu Nga - 19071433 INS3039.02 According to the content matrix above, the plan focuses on marketing by Games, Demo videos and Articles For Games, focus on posting on Tiktok and Facebook with content such as check-in, redeeming points In addition, building a trend to use Trung Nguyen's products such as baking and making drinks is also an effective way For Demo videos, nowadays people are often looking for a moment of freedom in a fast-paced life Therefore, videos with green, bright and peaceful images will attract viewers' attention Videos should not only promote the brand's products, but should provide knowledge to viewers such as "How to make coffee", "What gift to give in the new year?", For Articles, Short titles and eyecatching images are the plus points for the post The product section on the website needs to be full of information, scientifically arranged for customers to find easily Intention Content types Increase sales Games Demo videos Increase awareness Articles Content marketing plan Post Content suggestions numbers Check-in at Trung Nguyen Coffee shop Accumulate points to exchange Trung Nguyen Legend thermos bottle 35 Challenge to make iced milk coffee from Trung Nguyen coffee Buy rich gift box get free G7 instant coffee box Four steps to make delicious home coffee filter as in the row Very nice gift box of Trung Nguyen What gift to buy for boss in the new year? 45 What is special about Trung Nguyen's Tet gift set? Together Trung Nguyen exchanged meaningful gifts on the spring most popular coffee recipes Discover "Awakening Tet" through "Rich Gift box" Tet 2023 - Awakening Tet with Trung Nguyen Legend Delicate gifts for families on the occasion of the New Year 60 Static moment with creative energy coffee Start a new year full of energy with Trung Nguyen Legend What kind of Trung Nguyen coffee is the best? 12 Nguyễn Diệu Nga - 19071433 INS3039.02 Table Content marketing suggestions CONCLUSION Trung Nguyen Legend is clearly one of Vietnam's most well-known trademarks However, as a result of the epidemic's impact, the company's brand awareness has deteriorated in recent years Marketing innovation is necessary to assist organizations in regaining their market position First, I propose to develop a marketing plan for the "Rich Gift Box" product during the year-end holiday with the message "Awakening Tet" After that, I focused on detailing the marketing strategy, applying communication tools and recommending strategic content Based on the above strategy, I believe Trung Nguyen will win this year-end holiday race, which will be a significant step for the Trung Nguyen Legend brand in sustaining and strengthening its long-term reputation 2377 words 13 Nguyễn Diệu Nga - 19071433 INS3039.02 REFERENCE LIST Anon, (2022) Chiến dịch quảng cáo cà phê Trung Nguyên | Brade Mar [online] Available at: https://brademar.com/chien-dich-quang-cao-cua-ca-phe-trung-nguyen/ [Accessed Jan 2023] Dadson, V (2015) Media Planning – Which Channels Make the Cut? [online] Business Community Available at: https://www.business2community.com/marketing/media-planning-channels-makecut-01309550 [Accessed Jan 2023] nguoi-noi-tieng.com (n.d.) Cùng Trung Nguyên Legend đón 2023: Tết khác biệt Tết tỉnh thức [online] Available at: https://nguoi-noi-tieng.com/lang-sao-viet/cungtrung-nguyen-legend-don-2023-tet-khac-biet-tet-tinh-thuc-1509895 [Accessed Jan 2023] Trung Nguyên Legend (n.d.) Trang Chủ [online] Available at: https://trungnguyenlegend.com/ [Accessed Jan 2023] Vietnam, B (n.d.) Trung Nguyên đâu thị trường cafe Việt Nam? [online] Brands Vietnam Available at: https://www.brandsvietnam.com/17852-TrungNguyen-dang-o-dau-tren-thi-truong-cafe-Viet-Nam [Accessed Jan 2023] www.brandsvietnam.com (n.d.) Sự bùng nổ thương hiệu quán cà phê cao cấp social media | Nhung Nguyễn | Brands Vietnam [online] Available at: https://www.brandsvietnam.com/congdong/topic/2390-Su-bung-no-cua-cac-thuonghieu-quan-ca-phe-cao-cap-tren-social-media [Accessed Jan 2023] 14