Comparison Marketing Mix Strategies between The Coffee House and Highlands How they achieve their objective by using 7Ps
Compare 7Ps of TCH and Highlands
The Coffee House Highlands Coffee
Food & Beverage: Diverse drinks and food They are developing the new type of drinks such as bubble tea or ice- blender (Tomorrow Marketers, 2017).
Food & Beverage: Diverse drinks and food They concentrate on coffee and bread (BACCUC, 2018)
- Cups made of glass are served at store
- Plastic cups, bags and straws which more convenience is for delivery (Tomorrow Marketers, 2017).
- Each drink has their logo.
- They use the plastic cups.
- Easily to take drinks away.
This article compares the marketing mix strategies of The Coffee House and Highlands Coffee, focusing on how both brands utilize the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By analyzing their unique approaches, we can understand how each brand effectively positions itself in the competitive coffee market The Coffee House emphasizes a cozy atmosphere and premium product offerings, while Highlands Coffee leverages affordability and accessibility to attract a broader customer base Both strategies highlight the importance of tailored marketing tactics in fostering brand loyalty and driving sales.
Strategy: Bring the diversity of drink and food to customers Therefore, the customers of The Coffee House are usually the young people (Tomorrow Marketers, 2017).
Strategy: Direct to the normality in service Therefore, they focus more about the type of customers (The Tran, 2017)
The Coffee House Highlands Coffee
Position: Located in the big cities such as Ha Noi and Ho Chi Minh City.
- All stores are built near the main road and have a large frontage.
- More convenience for their customers, especially young customers.
Position: Located in big buildings and malls in Ha Noi and Ho Chi Minh City.
- The space appropriate for both entrepreneurs and normal customers who go shopping in malls.
This article analyzes the marketing mix strategies employed by Coffee House and Highlands, focusing on how both brands effectively utilize the 7Ps—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By comparing their approaches, we can see how each brand tailors its strategies to enhance customer experience and drive sales in a competitive market Coffee House emphasizes a cozy atmosphere and premium product offerings, while Highlands focuses on accessibility and value Understanding these strategies provides insights into their success in the coffee industry.
(Source: kenh14.vn) (source: Facebook)
Customers in Ha Noi, known for their diverse culture, enjoy outdoor seating To cater to this preference, TCH has designed its stores with ample indoor space that features numerous windows, allowing a clear view of the outdoors.
- Outdoor seating brings open space, connected with life
Store type: Variety stores (Frances
Store type: Variety stores (Frances
This article compares the marketing mix strategies of Coffee House and Highlands, focusing on how both brands utilize the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By analyzing their approaches, we can understand the distinct techniques each brand employs to attract and retain customers, enhance brand loyalty, and increase market share in the competitive coffee industry.
The Coffee House Highlands Coffee
The Coffee House targets a diverse audience, spanning from millennials to Generation X, including both locals and foreigners Strategically located near offices, it appeals to white-collar workers looking for a morning coffee or a break during work hours Unlike Highland Coffee, The Coffee House successfully attracts a younger clientele who prefer it as a social spot to meet friends and savor a warm cup of coffee.
Highland Coffee caters to a diverse clientele, including middle-class individuals, office workers, teenagers, and foreigners in Vietnam Its unique blend of harmonious domestic and foreign flavors appeals particularly to office workers, who are the primary target demographic With convenient locations and a flexible delivery policy for nearby offices, Highland Coffee effectively meets the needs of busy professionals seeking quality coffee.
The Coffee House Highlands Coffee
This article examines the marketing mix strategies employed by Coffee House and Highlands, focusing on how both brands achieve their objectives through the application of the 7 Ps: Product, Price, Place, Promotion, People, Process, and Physical Evidence By analyzing these elements, we can understand the distinct approaches each brand takes to attract and retain customers in the competitive coffee market The comparison highlights the effectiveness of their strategies in enhancing brand loyalty and driving sales, showcasing the importance of a well-rounded marketing mix in achieving business success.
The Coffee House delivers its brand message in a unique way compared to other brands in the F&B industry.
- TCH is focusing on products and relies heavily on marketing its coffee stores as a kind of “home” with stories that resonate to its audience (dma.banme.com)
- “Home” where TCH’s loyal customers drink coffee and hang out with friends, their feelings can be heard, and their thoughts can be shared.
Taking pride in being the harmonious combination of traditional Vietnamese coffee tastes and contemporary, Western ones
- Highland Coffee’s promotional activities aim to highlight its unique positioning strategy among coffee chains in Vietnam.
- The company also implements sales promotion when introducing new products, urging consumers to experiment new drinks and dishes.
Facebook Page: The Coffee House created a page on Facebook which help them easier in connecting with customers.
- Customers who follow the page will receive a notification of new products.
Facebook Page: Highland Coffee designed a page called “Highland Coffee Vietnam” which is used to promote their products
- On the other hand, Highland brought to customers lots of celebrating promotion for national holiday in
This article explores the marketing mix strategies of two prominent coffee brands, The Coffee House and Highlands, focusing on how they achieve their business objectives through the application of the 7Ps of marketing By analyzing their product offerings, pricing strategies, promotional activities, place of distribution, people involved, processes, and physical evidence, we can understand the distinct approaches each brand takes to attract and retain customers in a competitive market The comparison highlights the effectiveness of these strategies in enhancing brand loyalty and driving sales growth.
- Facebook page also associate itself with customers by uploading lots of promotion such as “buy 2 get 1 for free” or combo of drinks and foods.
Main Website: Coffee House builds a main website which have a clear catalog and clients can find easy on Google.
- The site provides all major information about TCH such as history, menu or recruitment.
Vietnam will uploaded most in Page.
Main Website: Highland Coffee has set up its own website to let customers know about basic information their brand.
- HC uploaded most things onFacebook page unlikely TCH
This article compares the marketing mix strategies of The Coffee House and Highlands Coffee, focusing on how both brands effectively achieve their objectives through the application of the 7Ps of marketing: Product, Price, Place, Promotion, People, Process, and Physical evidence By analyzing these elements, we can understand the distinct approaches each brand takes to attract and retain customers in a competitive market The Coffee House emphasizes a cozy atmosphere and premium product offerings, while Highlands Coffee leverages its extensive distribution network and promotional campaigns to enhance brand visibility and customer engagement.
The Coffee House uses lots of promotion such as 25% off for delivery order, cheaper price for a combo of drinks and cakes, buy 2 get
1 for free, buy 3 get 3 for free for delivery order, 20% off for paying through zalopay
Highland promote their products by using lots of sales off event such as change to bigger size for free or in lots of Vietnam’s national holiday.
About event and charity sponsorship Past events sponsored by Highland Coffee include:
This article explores the marketing mix strategies employed by Coffee House and Highlands Coffee, focusing on how both brands effectively utilize the 7Ps—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By comparing these two coffee chains, we can gain insights into their unique approaches to customer engagement, brand positioning, and market differentiation Understanding their strategies provides valuable lessons for businesses looking to enhance their marketing efforts in the competitive coffee industry.
The Coffee House Highlands Coffee
Recruitment: They employ the most suitable people depending on the specific requirements and standards post in main website
- Candidates need to response all functions of positions set by the director and management support team.
- Ability lead a team, more 10 people
- Good communication and can speak difference languages
(https://www.highlandscoffee.com.vn/vn/nghe- nghiep.html)
Recruitment: They also post recruitment information on the home page in brief form
- HC requires employees to have a high school diploma or higher.
- Good communication and know foreign languages
Training courses: They focus on training and improving soft skills for staff.
Including always smiling, friendly or enthusiastic and must be ready to talk,
Training courses: After recruiting, staff will have to participate in the internship for 2 days For senior management, it will take 3 to 7 days.
This article compares the marketing mix strategies of The Coffee House and Highlands Coffee, focusing on how both brands effectively utilize the 7 Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By analyzing their approaches, we can see how they engage customers through storytelling and create a strong brand presence in the competitive coffee market Both companies leverage their unique strengths in these areas to foster customer loyalty and enhance their market positioning.
Salary and bonuses: There are incentives and attractive salary
- The special thing is to let employees see the vision and accomplishments they contribute (brandvietnam.com)
- CEO – employees who attended training in the first month received 100% of salary Then, if they quit, the company will donate 1 million.
(cafef.vn, 2017) Based on Ybox.vn:
High position like managers: 9 – 11 million dong
- Full – time and part – time employees have the same basic salary of 17,000 dong/hour (highlandcoffeecareercenter fb)
- For high work positions, wages will be in accordance with the agreement.
This article explores the marketing mix strategies of two prominent coffee brands, The Coffee House and Highlands, focusing on how they utilize the 7Ps—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By comparing their approaches, we can gain insights into their unique positioning in the competitive coffee market The Coffee House emphasizes a cozy atmosphere and premium offerings, while Highlands targets a broader audience with affordable pricing and accessibility Both brands effectively leverage their marketing strategies to enhance customer experience and drive brand loyalty.
- The rights mentioned above have been implemented by a detailed and clear policy, which was applied for the first time in 2015.
- In the charter, the company will share 15% of the company's shares for employees from store level (Bich Nguyen, 2017)
- They add bonuses to basic salary as the way to inspire their employees
The Coffee House Highlands Coffee
The modern decor features a harmonious blend of yellow and white tones, enhanced by warm yellow lighting that creates an inviting atmosphere The clean and airy space, filled with ample glass windows, is thoughtfully divided into distinct areas, including cozy round tables perfect for gathering with friends.
The decoration of HC embraces a warm aesthetic with a subtle Western influence, reminiscent of styles found in Italy and France The design features a striking color palette of red and black, complemented by wooden tables that enhance the inviting atmosphere.
This article compares the marketing mix strategies of The Coffee House and Highlands, focusing on how both brands effectively utilize the 7 Ps of marketing to achieve their objectives The Coffee House creates an inviting atmosphere with the rich aroma of coffee and soft background music, providing long tables for customers to study and work In contrast, Highlands employs its unique selling propositions and customer engagement techniques to attract a diverse clientele By analyzing these strategies, we can gain insights into their respective approaches to enhancing customer experience and driving brand loyalty.
(source: kenh14.vn) chairs or large sofa.
The way they achieve their objectives
7Ps The coffee House Highlands
1 PRODUCT - The change of product from packaging to heat insulation for paper cups has brought a good image, take care of clients.
- “Not only sells coffee”, which helps TCH approach more types of customers and ages better.
- Drinks of HC help them attract not only local people but also foreigners live in Vietnam.
2 PLACE - Thanks to easy-to-locate, easy-to-park locations, downtown facades, street view, TCH become the
- Also select the convenient location, high population density help HC's customers easily find the
This article explores the marketing mix strategies employed by The Coffee House and Highlands Coffee, focusing on how both brands utilize the 7Ps—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By analyzing their approaches, we can understand how each brand effectively positions itself in the competitive coffee market and maintains top-of-mind awareness among customers The comparison highlights the unique tactics and strategies that contribute to their success in attracting and retaining a loyal customer base.
- Convenient for delivery and shipper. store.
3 PRICE - The price of TCH is reasonable in the potential market, which has made their brand become one of the top choices for enjoying drinks and food
- Enough to keep customers come to stores regularly
- For HC, high price is equivalent to high quality.
So, they can keep the fastidious customer.
- Because of focusing on coffee, HC has succeeded in attracting large numbers of businessman.
4 PROMOTION - All marketing activities of
"house" and insight from their target clients Not only the customers but also the staff also see each store is HOME.
- Many promotions and combos help reduce the price as a customer gratitude They continue to be loyal customers.
5 PEOPLE - High salaries will attract more new and talented employees
- Not public wages will help the company avoid competitors.
This article explores the marketing mix strategies employed by The Coffee House and Highlands Coffee, focusing on how both brands utilize the 7Ps—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives Both companies foster a culture of ownership and employee loyalty, emphasizing dedication, enthusiasm, and sincerity in their service Additionally, they ensure competitive salaries to attract and retain part-time employees, contributing to their overall success in the competitive coffee market.
- With careful decoration and based on customer's criteria, TCH has more small and large groups of customers.
- Actually, this helps increase the number of customers and sales revenue for TCH.
- Mainstream harmony colors are not indoors and outdoors based on each individual preferences It makes customers more comfortable to choose space.
7 PROCESS - The specific process brings the best experience to the customer and make brand become friendlier.
- HC brings a self-service process to reducing overcrowded or serving wrong drinks.
- It also decreases staff costs.
This article compares the marketing mix strategies employed by The Coffee House and Highlands Coffee, focusing on how each brand effectively utilizes the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical evidence—to achieve their business objectives By analyzing their unique approaches, we can understand how both companies differentiate themselves in the competitive coffee market and cater to their target audiences The Coffee House emphasizes a cozy atmosphere and community engagement, while Highlands Coffee leverages its strong brand presence and efficient service to attract customers This comparison highlights the importance of tailored marketing strategies in driving success within the coffee industry.
Evaluate TCH’s marketing plan and provide new promotion campaign
Company Overview
The Coffee House (TCH) operates 62 coffee shops across Vietnam, with 49 in Ho Chi Minh City, 10 in Hanoi, and 3 in Da Nang TCH’s CEO emphasizes that the brand represents more than just a place to enjoy coffee or tea; it aims to be a "home" that fosters conversation and connection among people With its picturesque views, professional staff, and excellent service, TCH has gained popularity, particularly among teenagers Aiming to become one of Vietnam's top three coffee chains, TCH employs diverse marketing strategies and upholds core values centered on high-quality, environmentally friendly products, along with respectful service and a friendly, professional team.
The Coffee House is famous all over Vietnam with their classic products such asCaramel Macchiato, Peach Orange Tea, Mocha, with a lot of delicious deserts.
This article examines the marketing mix strategies employed by The Coffee House and Highlands Coffee, focusing on how both brands effectively achieve their objectives through the application of the 7Ps framework By analyzing their product offerings, pricing strategies, promotional activities, place of distribution, people, process, and physical evidence, we can identify key differences and similarities that contribute to their market success Understanding these strategies provides valuable insights into how these coffee chains attract and retain customers in a competitive landscape.
Evaluate the smart of objectives
They established clear objectives and a precise strategy to achieve them, such as their goal to open a total of 18 coffee shops across Vietnam by the end of the designated timeframe.
By the end of 2018, the company successfully achieved its objectives, resulting in a daily customer base of 10,000 and a total of 62 coffee shops.
Since the establishment of its first coffee shop in 2014, TCH has gained increasing popularity, with 2-3 new locations opening each month across Vietnam.
TCH aims to expand its presence in Vietnam by increasing the number of coffee shops and positioning itself among the top three coffee chains in the country Their revenue is growing significantly, evidenced by the monthly establishment of new locations and daily sales to millions of consumers Additionally, TCH is enhancing its brand image by prioritizing environmental sustainability through the use of paper cups and bamboo straws This commitment to eco-friendly practices helps attract a diverse customer base, supporting their goal of becoming one of Vietnam's leading coffee chains.
This article compares the marketing mix strategies of The Coffee House and Highlands Coffee, focusing on how both brands utilize the 7Ps—Product, Price, Place, Promotion, People, Process, and Physical evidence—to achieve their business objectives By analyzing their distinct approaches, we can understand how each brand effectively targets its audience and enhances customer experience The Coffee House emphasizes a cozy atmosphere and premium product offerings, while Highlands Coffee leverages affordability and widespread accessibility Both brands demonstrate the importance of strategic marketing in the competitive coffee industry.
The FINANCIAL STATEMENT of The Coffee House isn’t promulgated yet
Time They are going to achieve their objectives from now.
The objectives of The Coffee House can be saying SMART
Analysis current marketing plan
- Popular brand with young people.
- Diverse menu including coffee, tea, ice blended, etc And location on big streets with beautiful view.
- Modern decoration, clean and dedicated service.
- Self-supplying materials (coffee bean).
- The price is quite high compared to young people who are not economically independent.
- Older customers feel unfit for thinking that TCH is only for young people.
- The policy facilitates the business.
- The rate of young population is
- Strong direct and indirect competitors as substitutes and alternative products.
This article explores the marketing mix strategies employed by The Coffee House and Highlands Coffee, focusing on how both brands achieve their objectives through the application of the 7Ps: Product, Price, Place, Promotion, People, Process, and Physical evidence By analyzing these elements, we can understand the distinct approaches each brand takes to cater to their target audience and adapt to the booming economy The comparison highlights the effectiveness of their strategies in enhancing customer experience and driving brand loyalty.
- The development of social networking makes products easy to approach customers.
- Healthy living tendencies and healthy drinks.
(More detailed in appendix part)
STP
Segmentation is the process of identifying diverse customer types with varying needs and categorizing them into specific, potential groups Companies typically prioritize targeting the most profitable customer segments based on established experience.
TCH also relies on prominent ways to segment the customer market for them:
Types of approach Standard Target group
Age TCH tends to approach all age groups Mainly from
Gender Both Males and Females
This article compares the marketing mix strategies of two prominent coffee brands, The Coffee House and Highlands Coffee, focusing on how they effectively utilize the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By analyzing their unique approaches, we can gain insights into how each brand tailors its offerings and marketing efforts to attract and retain customers in a competitive market.
Geographic Region Both international and domestic.
Population density High population density such as provinces and cities.
Psychographic Lifestyle Able to go out both group or individual.
Hobbies People who love drinks as coffee or macchiato and cozy space.
Behavioral Loyalty Medium to high
Status Regularly go to coffee shops.
TCH's new campaign aims to promote environmental protection products specifically targeting young customers aged 15-25, who frequently socialize with friends in trendy coffee shops that offer affordable products This demographic is more adaptable to changing habits, making them key influencers in spreading awareness and encouraging sustainable practices within their communities and families.
This article explores the marketing mix strategies of The Coffee House and Highlands Coffee, focusing on how they utilize the 7Ps—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By identifying specific market segments, The Coffee House strategically targets the most relevant audiences to enhance its market presence and drive customer engagement Through a detailed comparison, the article highlights the unique approaches each brand takes within their marketing strategies to effectively meet consumer needs and preferences.
Vietnam is experiencing rapid urbanization, leading to the emergence of a new middle class The percentage of the population classified as middle class was 35% in 2016 and is projected to rise to 45% by 2020.
This leads to income in Viet Nam market will move from low to middle and high.
That makes TCH easy to penetrate this potential market at an average price People understand that High price – High quality.
To enhance its market presence, TCH must focus on reaching low-income consumers, as there are numerous affordable local coffee shops catering to this demographic By introducing products tailored to this segment, TCH can strengthen its position as a leading brand that resonates with everyday life.
This article analyzes the marketing mix strategies employed by The Coffee House and Highlands Coffee, focusing on how both brands utilize the 7 Ps—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By comparing their approaches, we can see how each brand tailors its offerings and marketing tactics to attract and retain customers in the competitive coffee market Understanding these strategies provides insights into their success and the effectiveness of their brand positioning.
TCH faces direct competition from established brands like Starbucks and Highlands Starbucks positions itself as a premium coffee provider, with prices higher than most competitors, targeting high-income consumers; however, this strategy may limit its customer base and profit potential In contrast, Highlands leads the market with a well-established business model and extensive experience, giving it a competitive edge.
150 stores, however, the restaurant has high cost and self-service led to customer price situation – “It's not worth it”
TCH, a relatively new entrant in the market, leverages the strengths of both HC and Starbucks to offer competitively priced, trending products With a focus on quality service and creating spaces that reflect the local culture, TCH aims to carve out its niche in the industry dominated by established leaders.
Tactics and action
TCH has implemented significant changes and promotional campaigns to enhance brand visibility and achieve its key objectives by 2020 The company remains dedicated to improving service quality, product offerings, and overall customer experience to boost market share and profitability.
The environmental campaign aims to shift customer perceptions by promoting the transition from plastic to sustainable alternatives like glass, paper, and bamboo in stores This initiative significantly reduces waste and contributes to a healthier environment Our new slogan, "A Joint Stock to Preserve the Environment," encapsulates our commitment to sustainability.
This article analyzes the marketing mix strategies employed by The Coffee House and Highlands Coffee, focusing on how both brands effectively utilize the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By comparing these two prominent coffee chains, we can gain insights into their unique approaches to customer engagement, brand positioning, and market differentiation Understanding these strategies not only highlights their competitive advantages but also showcases the importance of a well-rounded marketing mix in the coffee industry.
Allocation of resources (Budget and people allocation)
The Coffee House's new marketing plan aims to promote environmental sustainability by replacing plastic straws and glass cups with paper cups and bamboo straws The budget for this initiative is set at 200,000 VND for paper cups and 2 million VND for bamboo straws, applicable to a single store This project is scheduled to run from November 2018 to the end of 2023, with a total investment of 1.5% of the store's revenue allocated for implementation Online marketing will be the primary method used to promote this eco-friendly initiative.
This article explores the marketing mix strategies employed by The Coffee House and Highlands Coffee, focusing on how both brands effectively utilize the 7Ps—Product, Price, Place, Promotion, People, Process, and Physical evidence—to achieve their business objectives By analyzing their unique approaches, the article highlights the strengths and differences in their strategies, providing insights into how each brand captures and retains its target market Understanding these marketing tactics offers valuable lessons for businesses aiming to enhance their competitive edge in the coffee industry.
Evaluating and monitoring marketing plans
To effectively evaluate and supervise its project, The Coffee House will utilize Feedbackstr, a tool designed for customer interaction that allows patrons to share their opinions on service quality and provide comments on eco-friendly initiatives, such as the use of paper cups and bamboo straws In addition to Feedbackstr, The Coffee House engages with customers through social media platforms like Facebook, where feedback on their marketing strategies can be shared via posts on their fan page They also enhance customer engagement by uploading project-related videos on YouTube, inviting comments from viewers By analyzing the volume of comments on Facebook and the views on YouTube, The Coffee House can assess the effectiveness of their marketing plan and project outcomes.
Data Target Source of data
Quality of service Customers feedback Good feedback Feedbackstr and feedback of customers on social media
Financial Sales Increase 10% Financial reports
This article compares the marketing mix strategies of The Coffee House and Highlands Coffee, focusing on how both brands utilize the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical evidence—to achieve their business objectives By analyzing their unique approaches, we can understand how each brand effectively targets its audience, enhances customer experience, and builds brand loyalty in a competitive market.
Appendix: Specific analysis of the current marketing strategy (3)
Using the PESTEL framework and the Five Forces Model, we examined both the macroenvironment and microenvironment affecting The Coffee House This analysis highlighted the external factors that influenced the company's opportunities and threats, providing valuable insights into its strategic positioning and competitive landscape.
Vietnam has utilized its integration with the international economy and joined the World Trade Organization (WTO) in 2007
The labor market is still rigid The legislature controls a wide assortment of costs and sponsors many state-owned organizations.
Since joining the World Trade Organization (WTO) in 2007, Vietnam has seen a remarkable increase in exports, growing from US$45 billion in 2006 to US$190 billion in 2016 Additionally, the country's GDP experienced a significant rise of 6.88% in the third quarter of 2018 compared to the previous year, showcasing the economy's sustained high growth momentum.
The Consumer Price Index (CPI) in September increased 3.57% over the same period in 2017.
This article explores the marketing mix strategies employed by The Coffee House and Highlands Coffee, focusing on how both brands effectively utilize the 7 Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By analyzing their distinct approaches, the article highlights the competitive advantages each brand leverages in the coffee market, showcasing their unique value propositions and customer engagement tactics Ultimately, it provides insights into how these strategies contribute to their overall success and market positioning.
Vietnam has the highest proportion of young people in history, accounting for near 40% of the population.
With over 14.4 million individuals, representing 1/7 of Vietnam's population, Generation Z (those born between 1990 and 2000) demonstrates a notable capacity to spend around 2.5 million Vietnamese Dong monthly This spending power highlights the economic potential of this demographic and its significant influence on consumer trends within society.
The Coffee House uses app The Coffee House version 3.0 application to serve customers with utilities:
The Coffee House has launched a new, faster, and simpler interface that enhances user experience With an increasingly diverse range of news and a new coupon system, customers can easily search for nearby stores and place online orders through the beta feature The Coffee House also collaborates with delivery applications like Delivery Now, Lala, and AhaMove For easy access to information and the latest promotions, customers can visit their official website at "thecoffeehouse.com" and follow their Facebook page.
This article explores the marketing mix strategies of two prominent coffee brands: The Coffee House and Highlands Coffee By utilizing the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—both brands effectively achieve their business objectives The Coffee House focuses on creating a unique atmosphere and high-quality products, while Highlands Coffee emphasizes affordability and accessibility Through targeted promotions and customer engagement, both brands enhance their market presence and customer loyalty, showcasing the importance of strategic marketing in the competitive coffee industry.
The high cost of housing and infrastructure in major cities presents a challenge for TCH; however, the significant proportion of the population residing in urban areas creates favorable conditions for TCH's development.
TCH has acquired coffee segments from Cau Dat Farm in Da Lat, where it cultivates its own Arabica beans for distribution to all its stores This vertical integration allows the brand to maintain quality control throughout the entire process, from farming to blending and customer service.
Vietnam has been implementing liberalization and internationalization since 1987 Laws on investment, business, tax, real estate also applied a Doi Moi policy and reform.
In 2014, the law unified the registration procedures for both domestic and foreign companies, presently all organizations must build a similar application records to acquire ERC “enterprise registration certificate”.
In January 2016, corporate tax was reduced to 20%, excluding specific industries, while VAT exemptions were set at 10% Since Vietnam's accession to the WTO, there has been a general decline in duties.
The primary challenge for new brands in Vietnam lies in the significant costs associated with branding, marketing, and establishing documentation Additionally, high rental expenses further complicate the entry into the market, making it essential for newcomers to strategize effectively to overcome these barriers.
This article compares the marketing mix strategies of The Coffee House and Highlands Coffee, focusing on how both brands achieve their objectives using the 7Ps framework The analysis highlights that operational costs, including marketing and branding, can significantly impact total revenue, comprising 30-50% and 20-30% respectively Additionally, it notes that larger brands often source their coffee from renowned plantations in regions such as Buon Me Thuot, Da Lat, and Gia Lai to enhance their product quality and brand appeal.
Vietnamese brands have a favorable opportunity to enter the market due to innovative and internationalized business policies and regulations, resulting in a low threat level for new entrants like The Coffee House.
According to the Vietnam Household Living Standards Survey (VHLSS) in 2002, the average Vietnamese consumes approximately 1.25 kg of coffee annually Major coffee brands primarily operate in large cities like Hanoi and Ho Chi Minh City, alongside numerous small coffee shops found throughout urban areas, offering consumers a wide range of choices Additionally, various alternative beverages such as tea, milk tea, juice, and instant coffee are available Despite this variety, many customers remain loyal to familiar brands due to their stable income and personal preferences, establishing themselves as dedicated members of those brands.
For The Coffee House, the bargain of customer in urban areas is quite high
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This article compares the marketing mix strategies of two prominent coffee brands: The Coffee House and Highlands Coffee It explores how both brands effectively utilize the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By analyzing their unique approaches, the article highlights the differences and similarities in their strategies, showcasing how each brand positions itself in the competitive coffee market Understanding these marketing tactics provides valuable insights into their success and customer engagement techniques.
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This article explores the marketing mix strategies employed by The Coffee House and Highlands Coffee, focusing on how both brands effectively utilize the 7Ps—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By comparing these two coffee giants, we can identify their unique approaches to product offerings, pricing strategies, and promotional tactics, as well as how their customer service and operational processes contribute to brand loyalty and market success Understanding these strategies provides valuable insights into the competitive landscape of the coffee industry.
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This article explores the marketing mix strategies employed by Coffee House and Highlands Coffee, focusing on how both brands utilize the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By analyzing their unique approaches, we can understand how each brand differentiates itself in the competitive coffee market and effectively engages with customers The comparison highlights the strengths and weaknesses of each strategy, providing insights into their market positioning and overall success.
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Module: Marketing Essentials (ME), Semester 1, 2018/19 Assignment title: A2 Group number: 15
This article compares the marketing mix strategies of two popular coffee brands: The Coffee House and Highlands Coffee It explores how both brands effectively utilize the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By analyzing their unique approaches, the article highlights the strengths and weaknesses of each brand's strategy, showcasing how they attract and retain customers in a competitive market Ultimately, understanding these strategies provides valuable insights into the coffee industry's marketing dynamics.
Student name: Pham Luu Thuy Linh Student ID: 10170428
Please assign a score of 100 to the group member(s) you believe contributed the most to the group, excluding yourself Additionally, evaluate the contributions of each other group member on a scale from 0 to 100 Note that you are not required to assess your own contribution.
Group member’s part of contributio n
Are you satisfied with his/her work and attitude? (Why?)
Introduction , People, Part b of task 1, STP and Tactics and Action
Price, Promotion, Company overview and SMART objective
Yes, she is active in all activities and send me file on time
Yes, she is active in all activities and always try her best to do the job
Yes, he is quite but also accomplished well assigned work
Briefly reflect your effort that contributed to group assignment Generally, answer ALL
This article compares the marketing mix strategies of two popular coffee brands, The Coffee House and Highlands, focusing on how they utilize the 7Ps—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By analyzing their approaches, we can understand the distinct tactics each brand employs to attract and retain customers, enhance brand loyalty, and ultimately drive sales in a competitive market.
(1) What part(s) of group assignment you have contributed? (Do not list down the name of the contributed parts; you need to present it in detail)
- I did 2P and part b of task 1, STP and tactics and action in task 2
(2) Did you face any difficulty when doing group work?
- I find it difficult to remind people to submit the correct post on time Teamwork means having a lot of different opinions and leading to controversy.
(3) How did you solve that problem?
- We tried to listen to each member and created lots of group meeting.
(4) What your future plan to deal with group work?
- I will try my best to did better performance and listening to my members
Module: Marketing Essentials (ME), Semester 1, 2018/19 Assignment title: A2 Group number: 15 Student name: Phan Ngoc Hong Thao Student ID: 10170479
Please assign a score of 100 to the group member(s) you believe made the most significant contribution, excluding yourself Rate each other member's contribution on a scale from 0 to 100, and remember that you are not required to evaluate your own contribution.
This article compares the marketing mix strategies of two prominent coffee brands, Coffee House and Highlands, focusing on how they utilize the 7 Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to achieve their business objectives By analyzing these strategies, we can understand the distinct approaches each brand takes to attract and retain customers in a competitive market The effectiveness of their marketing mixes highlights the importance of tailoring strategies to meet consumer needs and preferences, ultimately driving brand loyalty and growth.
Group member’s part of contributio n
Are you satisfied with his/her work and attitude? (Why?)
Price, Promotion, Company overview and SMART objective
Place, Product, Allocation of resources
Briefly reflect your effort that contributed to group assignment Generally, answer ALL
(1) What part(s) of group assignment you have contributed? (Do not list down the name of the contributed parts; you need to present it in detail)
In Task 1, I focused on Physical Evidence and Process, which are typically not publicly available information, requiring me to analyze and rely on real-world observations For Task 2, I conducted a SWOT analysis of The Coffee House, utilizing PESTEL, Porter's Five Forces, and the 5M tools to examine both external and internal factors influencing the business.
(2) Did you face any difficulty when doing group work?
We do not have much time to work together and everyone has their own ideas, so it is difficult to make the final decision.