OVERVIEW OF FOUR SPRINGS TEA HOUSE AND MY INTERNSHIP
Introduction of Four Springs Tea House
Full Name Four Springs Tea House Slogan The taste of nature
Director Mr Luu Hong Dang
Location No 9 Hoang Cau street, O Cho Dua district, Ha Noi
Contact E-mail: tiemtra4s@gmail.com
Type of company Family owned company –
Four Springs Tea House is a distinguished Vietnamese brand in the food and beverage industry, offering premium tea drinks and exceptional service Customers can enjoy a serene environment for studying, working, or holding meetings while savoring expertly crafted flavored teas The brand's slogan, "The taste of nature," encapsulates its commitment to delivering authentic and natural flavors to its patrons.
Four Springs Tea House embraces a minimalist and nature-friendly approach, reflecting its marketing strategy of simplicity and optimization This aligns perfectly with its business model, creating a distinctive impression that resonates with customers.
Four Springs Tea House is strategically situated on Hoang Cau Street, a bustling thoroughfare in central Hanoi, surrounded by residential and office areas This prime location aligns perfectly with the tea shop's minimalist design, catering to busy professionals seeking a tranquil space and families looking for a nearby spot to unwind and enjoy refreshing beverages.
This report analyzes the marketing strategies employed by Four Springs Tea House It examines the effectiveness of their promotional techniques and customer engagement methods The study highlights key areas such as social media presence, community involvement, and customer feedback mechanisms Additionally, it evaluates how these strategies contribute to brand awareness and customer loyalty Ultimately, the report aims to provide insights that can enhance the marketing efforts of Four Springs Tea House for improved business performance.
Our primary offerings include a variety of teas such as Original tea, milk tea, and fruit tea, along with a selection of cakes Despite a limited product range, the diverse categories allow customers to effortlessly find the perfect beverage to suit their preferences.
Four Springs Tea House is dedicated to providing an exceptional customer experience by maintaining a single location that emphasizes high-quality products and services The establishment meets rigorous standards for its ambiance, Wi-Fi network, and restroom facilities, ensuring complete customer satisfaction.
Starting from January 2019, the steady growth in revenue is a testament to the success in brand positioning for customers of Four Springs Tea House
Figure 1 : Total revenue of Four Springs Tea House in 2019, 2020 and first 6 months 1
Introduction of my project
1.2.1 Reasons for choosing the topic
As society evolves and the demands of consumers and businesses grow, marketing has emerged as a crucial component of every business operation A well-crafted marketing strategy is essential for businesses and brands to maintain their competitive edge in the market This is particularly evident in Vietnam's rapidly expanding food and beverage (F&B) industry, which has seen significant growth in recent years.
Four Springs Tea House has reasonable marketing strategies to survive and grow revenue The core factor that Four Springs Tea House focuses on are Customer and Product Quality Tea
This internship report analyzes the marketing strategies employed by Four Springs Tea House The study focuses on various aspects of their marketing approach, including target audience identification, promotional tactics, and brand positioning By examining these strategies, the report aims to provide insights into the effectiveness of Four Springs Tea House's marketing efforts and their impact on customer engagement and sales growth The findings will contribute to understanding how the tea house can enhance its market presence and attract a broader customer base.
Four Springs Tea House has implemented marketing programs aimed at enhancing customer satisfaction while facing significant competition in the industry Despite these challenges, the tea house possesses substantial financial resources and potential for growth, which can aid in their development and integration efforts.
In this article, I will analyze the marketing strategies employed by Four Springs Tea House, highlighting the strengths and weaknesses of their current approach Additionally, I will provide recommendations to enhance the marketing efforts of this establishment for improved outreach and customer engagement.
- My internship position at the company: Marketing Excutive
During my internship in the Marketing department, I played a key role in developing and promoting marketing programs for our premium tea drinks brand Collaborating closely with a small team of two, I focused on introducing innovative strategies to enhance brand visibility and product awareness.
Diagram 1.1: Four Springs Tea House operating organizational diagram
OP department Khối cửa hàng
This report analyzes the marketing strategies employed by Four Springs Tea House It examines the effectiveness of their promotional techniques, customer engagement methods, and overall branding efforts By evaluating these strategies, the report aims to identify key strengths and areas for improvement, ultimately providing insights that can enhance the tea house's market presence and customer loyalty The findings will serve as a valuable resource for future marketing initiatives and strategic planning.
During my internship, I was guided by Mr Luu Hong Dang, a marketing manager with eight years of experience in the media and advertising industry His enthusiastic support provided me with valuable insights into the company's structure and enhanced my understanding of the operational dynamics of the tea house.
1.2.3 My position responsibilities at the company
Get used to working environment
Doing the reall marketing activities including
- Operating Marketing programs and strategies with other departments
- Update news and trends of the market
- Administration and development of social networking channels
- Interact with customers; always responding and supporting the needs of customers
- Propose ideas for brand and product marketing strategies; building, developing and improving the content of effective marketing programs
- Connect and solve problems quickly and professionally
- Respond and report back on the results of marketing-related programs/issues
- Research the market, analyze competitors and their strategies
Conduct a surver on customers’ opinion
To gain insights into customer demand and satisfaction regarding the tea house services, my tutor and I conducted a survey targeting customers who have utilized the company's offerings.
I intended to survey customers who have used the services of the shop.I planned to collect 150 customers in 1 month (1/4/2021 1/5/2021) –
In fact, we only collected 121 right response due to the covid 19 and social distance
Method of the survey: indirect method
We utilized the shop's Wi-Fi system to gather customer questionnaires, allowing them the option to participate in the survey upon accessing the internet Due to COVID-19 social distancing measures, foot traffic was limited, resulting in only 121 valid responses The collected data has been analyzed to identify factors influencing the shop's marketing activities.
This internship report analyzes the marketing strategies of Four Springs Tea House It examines the effectiveness of their promotional tactics, customer engagement methods, and overall brand positioning in the competitive tea market The study highlights key insights into their target audience and offers recommendations for enhancing their marketing efforts to improve visibility and customer loyalty.
Support for the Board of Managers in company management
Besides my main tasks above, I also support the board of managements on the development and operation of Marketing programs to distribute products professionally
1.2.4 My main aims during the internship
- Expand brand popularity increases customer base and give the brand the opportunity to cooperate with appropriate partners
- Provide brand and product information to customers: Brand of high-end tea products, professional services, providing space to work/meet
- Increase revenue for the company through the development of Marketing programs to increase product distribution in the market
- Demonstrating the professionalism of the brand
My internship plan
Table 1.1: My internship plan at Tea house
Get acquainted, learn about the company, learn about the parts and how the company operates
Knowledge on the activities and main products of the tea house and its operation
Learn about business environment, projects of the organization
Knowledge on the business environment, the project overview
Analyse the SWOT matrix, Doing Survey
A questionnaires Week 12 - 16 Analysis of the results obtained Data analysis and report
This report analyzes the marketing strategies employed by Four Springs Tea House, focusing on their unique approaches to attract and retain customers By examining their promotional techniques, social media presence, and customer engagement practices, the report highlights the effectiveness of these strategies in enhancing brand visibility and driving sales Additionally, it explores the role of community involvement and customer feedback in shaping their marketing initiatives, ultimately providing insights into how Four Springs Tea House successfully positions itself in a competitive market.
FACTORS AFECTING MARKETING ACTIVITIES OF FOUR SPRINGS
Macro-environment
Government policies, such as trade, tax, and competition regulations, present both challenges and opportunities for Vietnam's food and beverage (F&B) industry Traders and investors must adapt their business strategies to align with these evolving policies to succeed in this dynamic market.
Trade agreements like the EVFTA and CPTPP have significantly enhanced opportunities for Vietnam's F&B industry by boosting foreign investment and promoting international integration, leading to substantial growth and development prospects.
The food and beverage (F&B) industry has emerged as one of the most promising sectors for significant growth and long-term development With approximately 540,000 restaurants operating, the industry generated a revenue of $200 billion in 2019 Despite facing substantial challenges due to the Covid-19 pandemic, which affected both the F&B sector and the broader economy, the industry's business activities remain vibrant and resilient.
As society evolves, consumer expectations rise, leading customers to seek not only quality food and beverages but also enhanced service experiences Consequently, the food and beverage offerings of a brand have become a key criterion for evaluating restaurants and hotels Exceptional service not only fosters a positive brand image but also attracts customers, providing a significant competitive edge in the industry.
In order for the brand to exist and develop stably, businesses need to have brand positioning strategies with the most accurate and most appropriate strategies
This report analyzes the marketing strategies employed by Four Springs Tea House, focusing on their unique approaches to attract and retain customers By examining their branding, promotional tactics, and customer engagement methods, the report highlights the effectiveness of these strategies in enhancing the tea house's market presence Additionally, it explores how Four Springs Tea House differentiates itself in a competitive market, emphasizing the importance of innovative marketing in driving business success.
Domestic and international trade agreements present both opportunities and challenges for businesses in the food and beverage (F&B) industry The rapid development of this sector can largely be attributed to advancements in technology For business leaders, technological solutions enhance efficiency across various operations, including supply chain management, transportation management systems (TMS), and warehouse management systems (AMS), as well as sales, operational management, and planning applications.
A real-life example that can see the influence of technology on the F&B industry: In March
In 2020, as major cities in Vietnam implemented closures of non-essential business services, Starbucks Vietnam experienced a significant 50% increase in revenue from its delivery segment, driven by a surge in online sales promotions.
In the food and beverage industry, plastic packaging and bags play a crucial role in providing convenience to customers while maintaining food hygiene and safety However, the widespread use of disposable bags and cups generates significant waste, posing challenges for waste management and adversely impacting the climate, environment, and human health.
It is estimated that every year, about 78 million tons of plastic packaging are produced worldwide, but the rate of recycling after use is very low field is not processed
In recent years, numerous businesses in the food and beverage sector have taken significant steps to minimize plastic waste by substituting traditional straws, cup covers, and bags with biodegradable materials.
To legally operate, business entities and enterprises must prepare essential documents for registration in compliance with the law Key information required for business registration includes the identification of the business type, selection of the appropriate company model, completion of registration documents, obtaining a certificate of eligibility for food safety products, announcing the business registration details, and creating a seal along with a sample announcement of the seal.
As per Article 3 of Decree 39/2007/ND-CP, all types of coffee shops, including book cafes, garden cafes, and game cafes, are required to obtain a business license and do not qualify for any exemptions under state regulations.
This report analyzes the marketing strategies employed by Four Springs Tea House, focusing on their unique approaches to attracting and retaining customers The study examines various tactics, including social media engagement, promotional events, and customer loyalty programs Additionally, it highlights the importance of brand positioning and community involvement in enhancing the tea house's visibility and appeal By evaluating these strategies, the report aims to provide insights into effective marketing practices within the tea industry.
When conducting business, companies and brands are required to pay various taxes, including Value Added Tax (VAT), Corporate Income Tax (CIT), Personal Income Tax (PIT), and license fees Additionally, regular business households are subject to VAT, PIT, and license fees as well.
Four Springs Tea House has also completed legal documents and procedures for successful business registration in the form of business households.
Micro-environment
Vietnam boasts nearly 600,000 food and beverage (F&B) businesses, with a growing number of new brands and services aimed at attracting customers In this competitive landscape, companies like Four Springs Tea House face constant challenges To thrive, businesses must prioritize self-improvement and continuously evaluate how they can enhance value for their customers.
In the competitive F&B sector, the presence of numerous suppliers has minimal impact on market share for small retail businesses like Four Springs Tea House This establishment requires only a limited supply of raw materials due to its focus on simplicity and optimization, often utilizing homemade processing materials Additionally, Four Springs Tea House prioritizes eco-friendly products, indicating that supplier relationships are more crucial for maintaining product quality rather than influencing market share.
Taste Healthy degree of product
Space eco- friendly degree Product quality
Figure 2.1: Customers' satisfaction on the services very satisfied
This report analyzes the marketing strategies employed by Four Springs Tea House It examines the effectiveness of their promotional tactics, customer engagement methods, and overall brand positioning in the competitive tea market The findings highlight key areas for improvement and suggest actionable recommendations to enhance their marketing efforts By focusing on targeted marketing campaigns and leveraging social media platforms, Four Springs Tea House can increase its visibility and attract a broader customer base.
A recent customer survey at Tea Shop revealed that product taste is the primary reason for customer satisfaction, accounting for 47.9% of responses, followed closely by good product quality and spacious environment at 43.8% This highlights the significance of high-quality ingredients and materials, emphasizing the importance of reliable suppliers in the food and beverage industry.
In today's diverse market, numerous brands offer a wide array of colors and options, allowing customers to select products that align with their individual preferences and needs To attract and retain a loyal customer base, businesses must adopt a brand-oriented approach and establish a strong, long-lasting brand image By targeting customers whose characteristics match their offerings, companies can effectively tap into a potential market and discover new sources of suitable goods.
At Tea House, customers can select from a variety of drinks, cakes, and toppings tailored to their preferences The overall customer experience and public feedback play a crucial role in shaping the brand's image Reviews on the official Facebook Fanpage serve as a valuable assessment of Four Springs Tea House's quality, influencing potential customers' perceptions based on real customer evaluations and pricing.
The F&B industry in Vietnam is experiencing intense competition, with an anticipated growth rate of 18% in the near future To thrive in this dynamic market, businesses must conduct thorough research and market analysis, maintain close relationships with customers, and stay attuned to evolving market demands Only those that are well-prepared will succeed in the fast-paced and competitive landscape of the global F&B sector.
Beverage brands continuously innovate to introduce exciting new flavors and create appealing spaces that capture customer interest, influencing their purchasing decisions Consequently, it is essential to nurture relationships with loyal customers while implementing effective marketing strategies to attract new clientele.
Currently, for F&B businesses, they do not need to worry too much about another industry threatening this industry, because the customer's demand is extremely large and its benefits are undeniable
This report analyzes the marketing strategies employed by Four Springs Tea House It explores the effectiveness of their promotional activities, target audience engagement, and brand positioning within the competitive tea market By examining various marketing channels and tactics, the report aims to provide insights into how Four Springs Tea House can enhance its visibility and attract a broader customer base The findings will contribute to developing a more robust marketing plan that aligns with current market trends and consumer preferences.
Market analysis
In the second quarter of 2016, a report by Decision Lab revealed that restaurants in Ho Chi Minh City, Hanoi, and Da Nang welcomed 340 million guests (excluding children), generating approximately $1.1 billion in revenue for that quarter This suggests that the total sales for the food and beverage industry in these three major cities could reach around $4.4 billion annually This figure is notable when compared to the overall value of food and non-alcoholic beverages in Vietnam, which was estimated at $22 billion in 2016.
Vietnamese consumers' dining expenses vary significantly based on their location Decision Lab's statistics reveal that the average spending per meal in three major cities reflects these regional differences.
2.2.1.2 Analysis of the consumer's segments
According to Q&Me's statistics, Vietnamese consumers exhibit distinct preferences in their beverage choices, with adults over 30 years old frequently visiting cafes 2-3 times a week, while young people aged 18-23 show a strong inclination towards milk tea shops, maintaining the same visiting frequency.
Four Springs Tea House also analyzes customer segments to perfect the best service quality for customers
Figure 2.2: Survey of customers' occupation Four Springs Tea House
This report analyzes the marketing strategies employed by Four Springs Tea House, focusing on their unique approaches to attract and retain customers The study highlights the effectiveness of their branding, social media presence, and customer engagement tactics By examining these strategies, the report aims to provide insights into how Four Springs Tea House successfully positions itself in a competitive market, ultimately enhancing its visibility and customer loyalty.
A recent survey reveals that working professionals and students constitute 70% of the customer base at Four Seasons Tea Shop In response, the shop has developed streamlined marketing strategies focused on simplicity and optimization Recognizing that customers have limited time for advertisements, the shop utilizes quick information sources, such as Wifi marketing and concise standees at the cashier, to effectively communicate with customers in a fast and accessible manner.
2.2.1.3 Characteristics of the buyer and analysis
With different type of customers, businesses need to pay attention to small details to bring satisfaction to many customer groups, thereby bringing better revenue growth
According to Euromonitor's report, there are 5 main customer type divided by consumer buying characteristics:
Minimalist seekers, comprising 19% of consumers, emphasize minimalism in their purchasing decisions They prioritize high product quality and environmentally friendly production practices, valuing simplicity and sustainability in the products they choose.
Impulsive seekers, comprising 23% of consumers, are eager to stay updated with the latest trends This group tends to make swift purchasing decisions, showcasing a strong potential for adopting and utilizing new products.
Undaunted striver - 17%: The group enjoys life, has impulsive shopping habits, They both value the brand value and value the shopping experience
This report analyzes the marketing strategies employed by Four Springs Tea House It explores various approaches used to attract and retain customers, highlighting the effectiveness of their branding, social media presence, and promotional campaigns Additionally, the report examines customer feedback and market trends to assess the overall impact of these strategies on the business's success Through this analysis, insights are provided on how Four Springs Tea House can enhance its marketing efforts to achieve greater visibility and customer engagement.
The Secure Traditionalist consumer group, comprising 16% of shoppers, is characterized by their loyalty to specific shopping styles and a tendency to save while shopping Retailers aiming to attract this demographic should focus on enhancing convenience and streamlining the shopping process to meet their preferences effectively.
2.2.2 Analysis of the offer 2.2.2.1 Analysis of the strategies developed
Four Springs Tea House, a family-owned business established in January 2029, offers a range of premium tea lines and fat-free pastries Committed to providing exceptional tea drinks and professional service, the tea house serves as a welcoming space for customers to study, work, or meet Visitors can also learn about and enjoy delicious tea products crafted by skilled tea professionals.
2.2.2.2 Identification of the strategies developed
Four Springs Tea House focuses on a marketing and development strategy centered around simplification and optimization This approach is exemplified in their streamlined menu, which features three main tea lines that provide customers with ample choices while maintaining clarity and ease of selection.
Figure 2.3: Customer's favorite type of tea in Four Springs Tea House
In communication strategies, Four Springs Tea House always keeps its core values: Optimization and simplification There are no trending events, or updates on hot trends, like
What is your favorite tea in Four Springs Tea House?
Original tea Milk tea Fruit tea
The internship report analyzes the marketing strategies of Four Springs Tea House, highlighting its appeal to young consumers through celebrity endorsements and popular product offerings The tea house effectively utilizes social media platforms like Facebook and Instagram to maintain a consistent connection with customers, often benefiting from word-of-mouth referrals and positive culinary reviews Rather than chasing trends, Four Springs Tea House embraces a minimalist approach, focusing on familiar products and providing a comfortable in-store experience Additionally, it caters to the growing demand for eco-friendly practices by using recyclable materials for takeaway orders, aligning with a green lifestyle.
Four Springs Tea House embraces minimalism in its communication and operations, effectively optimizing revenue and enhancing brand identity By focusing on simplicity and authenticity, the tea house has cultivated a loyal customer base without incurring excessive time or costs This approach not only maintains core values but also ensures a stable and recognizable presence in the market.
Figure 2.4 Why customers know about Four Springs Tea House :
A significant 44.6% of customers discover Four Springs Tea House through recommendations from friends, highlighting the establishment's strong reputation and customer loyalty The tea house's commitment to core values fosters trust and affection among its clientele However, the company faces challenges in management and marketing as competition intensifies in the evolving market landscape.
Recommended by friends Social media ads Reviewer post Near home/work Other
This report analyzes the marketing strategies employed by Four Springs Tea House It examines the effectiveness of their promotional tactics, customer engagement methods, and overall brand positioning in the competitive tea market By evaluating their marketing initiatives, the report aims to provide insights into how Four Springs Tea House can enhance its visibility and attract a broader customer base The findings will contribute to a deeper understanding of successful marketing practices within the tea industry.
MY INTERNSHIP ASSESSMENT
My contribution to the company
Interns understand how to operate in a professional working environment, support the Board of Directors to operate effectively, so that:
Research and contribute ideas on issues, especially issues related to the marketing segment of Four Springs Tea House
Proposing, perfecting and operating marketing programs on online and offline platforms, bringing effective revenue to the company
The company's appreciation and support for the intern's research work significantly enhanced the internship experience, providing timely and valuable assistance This backing played a crucial role in ensuring the smooth execution of the internship project, ultimately leading to positive outcomes in the report results.
My difficulties and solutions
The transition to a new working environment involved adjusting to earlier hours and a different working style alongside students Previously accustomed to late mornings, my internship required me to wake up early and work daily during office hours Initially, I faced challenges in adapting to the unfamiliar work culture, leading to some confusion However, over time, I became accustomed to the job and experienced personal growth through this change.
Lack of work experience and specialized knowledge: lack of specialized knowledge in marketing, some activities I have to research and learn to get the knowledge I want.
Experience gained
Interns at the internship unit develop essential skills that enhance their learning and professional growth, including research and data analysis skills, operational expertise, information selection and reception skills, as well as problem-solving and decision-making abilities Additionally, they gain proficiency in strategic planning and software utilization across various platforms.
Upon finishing the internship and study program, both the intern and the company will engage in discussions to determine the potential for continued collaboration The invaluable experiences and lessons gained during the internship are highly cherished by the interns, who express their gratitude towards Four Springs Tea House for providing this opportunity.
This report analyzes the marketing strategies of Four Springs Tea House, focusing on their unique positioning in the competitive tea market It explores the effectiveness of their branding, customer engagement tactics, and promotional activities By examining their social media presence and community involvement, the report highlights how Four Springs Tea House attracts and retains customers Additionally, it assesses their product offerings and pricing strategies, providing insights into how these elements contribute to their overall success The findings aim to offer recommendations for enhancing their marketing efforts and increasing market share.
The analysis of Four Springs Tea House's marketing strategy highlighted the crucial role of meticulous planning and investment in marketing and communication for brands in the food and beverage industry, as well as across various other sectors.
During my internship, I developed essential soft skills with the support of my teachers, company tutor, and family I enhanced my communication abilities with leaders, colleagues, and clients, gaining valuable experience that will benefit my future studies and career I acquired a comprehensive understanding of marketing activities, learned to analyze real situations, and evaluated service quality through direct customer surveys, leading to actionable suggestions for service improvement, all thanks to the guidance of my dedicated teachers and supportive colleagues.
My internship at Four Springs Tea House has significantly enhanced my writing and communication skills, both academically and in real-life situations Despite some shortcomings in my report, I am committed to developing my abilities further and aspire to become a qualified marketing professional in the future.
This report analyzes the marketing strategies employed by Four Springs Tea House, focusing on their unique approaches to attracting and retaining customers The study examines various marketing techniques, including social media engagement, promotional campaigns, and customer feedback mechanisms By evaluating these strategies, the report highlights the effectiveness of Four Springs Tea House in enhancing brand visibility and customer loyalty in a competitive market The findings offer insights into how the tea house can further optimize its marketing efforts to achieve sustained growth and success.
Thank you for participating in The Tea Shop survey; your feedback is invaluable in helping us assess the quality of our products and services.
Your answers & Personal information will be kept confidential & used only for the purpose of improving the quality of products & services at Tea Shop
Tea Shop commits not to share any information with a third party or other purpose
5 How many time does you usually spend on Tea House?
6 Why do you know Tea House?
C Reviewer post of famous person
7 Your favorite type of tea in Tea House?
This report analyzes the marketing strategies of Four Springs Tea House, focusing on their unique approach to attracting and retaining customers By examining their branding, social media presence, and promotional tactics, we uncover how Four Springs effectively differentiates itself in a competitive market The findings highlight the importance of targeted marketing efforts and customer engagement in driving business success Overall, this analysis provides valuable insights into the effective strategies employed by Four Springs Tea House to enhance its market position.
8 The reason why you comeback with Tea House after the first time?
9 How would you rate the experience with the staff of the Tea House?(Comment 1 - 10 point) ………
10 Will you come back to continue using Tea Shop products next time?
11 Do you feel any difference between Tea House's drinks and other brands? (Comment 1 -
12 Are you willing to recommend Tea Shop to your friends/relatives/colleagues?
13 What do you think if the Tea House continues to launch products (foods, drinks) that are good for your health, your life (Healthy)?
14 Please leave your Phone Number here so that the Tea Shop can take care of you & send you special promotions just for you! : ……….
This report analyzes the marketing strategies employed by Four Springs Tea House, focusing on their approach to attracting and retaining customers It examines key elements such as branding, social media presence, and promotional activities that contribute to their market positioning The findings highlight the effectiveness of these strategies in enhancing customer engagement and driving sales, ultimately providing insights for improving future marketing efforts.
This report analyzes the marketing strategies employed by Four Springs Tea House, highlighting key approaches that enhance its market presence The study examines various tactics, including social media engagement, promotional campaigns, and customer relationship management, to understand their effectiveness in attracting and retaining customers Additionally, the report evaluates the brand's unique selling propositions and how they differentiate Four Springs from competitors in the tea industry Overall, this analysis aims to provide insights into optimizing marketing efforts for better business outcomes.