SITUATION ANALYSIS
- The coffee house is one of the major brands dominating the market in Vietnam.
- A large number of stores, widely distributed across the country.
- Spacious, friendly, and close to customers.
- Has its own built-in application on mobile phones (100,000 downloads after half a month of release)
- Actively in the supply of coffee from Cau Dat’s Farm.
- For franchising business, there will be difficulties in the form of management and control.
- Enterprises suffered heavy losses (2019 recorded a net loss of 80 billion VND)
- Concentrated mainly in big cities, not yet reaching many local customers in small provinces
- Vietnam is a country with a large amount of coffee consumption
- As a domestic brand, the coffee house
- Under high competition from domestic and foreign brand competitors
- Service is still mass, not really benefits from offering strategies that are more in tune with the local culture than foreign brands.
- The advantage of owning a separate ordering application on the phone will be an opportunity to develop many new types of services. outstanding.
- Customers are increasingly demanding on service experience.
- Coffee brands are almost all in the same segment.
Table 2 1: The Coffee House's swot analysis
Post-pandemic, the food and beverage market has seen significant growth, particularly in the online sector TCH benefits from its mobile application and dedicated delivery team, but faces increasing competition from similar brands To enhance customer attraction and competitiveness, TCH must focus on providing unique service experiences With a spacious and welcoming environment, along with strong brand recognition, TCH is well-positioned to develop a Coffee Workshop service model that embraces a green lifestyle, ultimately enriching the customer experience and aligning with current trends.
MARKET ANALYSIS
Market demographic
Geographic Concentrate at stores in Ho Chi Minh City such as District 1, District
Gender Both male and female
Income Mainly dependent on family and unstable
Stable, from medium to high income and high affordable for
Occupation Mainly students working people, office workers, students
Value Experience space, talking with friends, study
Study, working, meeting, relax, talking with friends, family.
Lifestyle Like to experience, fast lifestyle.
Likes to experience new things, focuses more on service experience
Towards safety, slowly doesn't care much about special service experience
Usage medium users Heavy users Heavy users
Occasion Normal day, holiday, seasonal events,
Normal day (afternoons and evenings of the day), weekend, holiday, …
User status None users, first time buyers
Regular users, first time buyes
Regular users, none users, first time buyers
Table 2 2: Market demographics of The Coffee House
Market needs
A 2018 survey by Microsoft revealed that 95% of respondents consider service quality crucial in their brand loyalty and selection This highlights the growing importance customers place on the quality of service provided by brands today.
When it comes to coffee brands like TCH, customers prioritize a variety of products, competitive pricing, high-quality offerings, and efficient service Additionally, they seek an inviting atmosphere that fosters interaction and learning among individuals with shared interests and professions.
Market trend
The coffee workshop model has gained popularity due to the diverse interests of customers These workshops serve as a platform for individuals in the same industry to connect and share knowledge on various topics, including health, handmade crafts, and ornamental plants.
In recent years, the rising trend of green living has led to an increasing demand for handmade goods, as they reflect the unique personality and preferences of each customer.
Picture 2 2: Trends of handmade products
Market growth
According to a survey by market research company nielsen, up to 86% of Vietnamese are willing to pay more for products that have a positive impact on society and the environment.
COMPETITORS ANALYSIS
TCH's primary competitors in the coffee industry are Phuc Long and Highlands Coffee With the introduction of a coffee workshop model focused on handmade products, TCH will also encounter direct competition from Tòong Teeng ceramic and Beanthere cafe.
- Recognized as a premium coffee brand.
- Has the highest average brand awareness.
- Store locations are located in beautiful, recognizable places
- The price is quite expensive.
- Haven't captured the popular segment yet
- Chain of franchise brands is difficult to control and manage
- Brand promotion is quite good
- The price is quite expensive.
- The quality of the garment is rated as not good
- New coffee service, make a difference
- The brand is not widely recognized
- The price is quite high
- Providing hand-made goods making service at the new shop
- The brand is not widely recognized
- The price is quite high
Table 2 3: Competitor analysis of The Coffee House
TARGETING CUSTOMERS ANALYSIS & POSITIONING STRATEGY
TARGETING CUSTOMERS ANALYSIS
Focus on urban areas, in big cities, where densely populated such as Hanoi, Ho Chi Minh City,
Gender: both male and female
Income: stable, from middle to high income, about 6M-18M vnd
Occupation: working people, university students,
Reason to buy Needs for a workspace or meeting friends.
Customers are looking for a spacious space with affordable prices to interact, work and create.
They decided to go for coffee They considered cafes whose locations, spaces, and styles fit their needs And then they chose The Coffee House.
The Coffee House offers a welcoming atmosphere with open spaces, spacious seating, and attentive service at mid-range prices With numerous electrical outlets and a robust Wi-Fi network, it is an ideal environment for customers looking to study or work comfortably.
The Coffee House offers an "optimal experience space" at "reasonable prices," making it an ideal venue for socializing and open work environments, with a strong focus on service quality Its aesthetically pleasing layout encourages customers to take photos and share them on social media, effectively promoting the brand Additionally, The Coffee House consistently expands and enhances its menu, providing high-quality products that resonate with young consumers, thereby increasing customer retention through diverse options.
After experiencing The Coffee House's services, customers express satisfaction due to the thoughtful details, such as consistently refilled water glasses and convenient door-to-door service These small yet significant gestures foster customer loyalty, encouraging repeat visits and purchases As a result, satisfied customers are likely to promote The Coffee House through positive word-of-mouth, reinforcing the brand's reputation for quality.
Benefits sought Meeting and working space, good service, affordable prices, diverse products.
Occasion of using the product
Table 3 1: Identify target customers by behavior
Love the large and airy space
Extroverted, often meets friends or work partners.
POSITIONING STRATEGY
The Coffee House positions itself as a place to bring customers a luxurious experience at an acceptable price.
For customers: The Coffee House is a home, a place to relax, work and chat
With products: The Coffee House is a place to manufacture, supply and distribute coffee products with quality and reliable services at reasonable prices for customers
The Coffee House aims to expand its reach by supplying Vietnamese coffee products not only within the Asian market but also on a global scale Initially, the focus will be on strengthening its presence in the domestic market and targeting opportunities in China.
Picture 3 1: Positioning Map of The Coffee House a) Mid-range price
The Coffee House, a latecomer in the competitive coffee market, successfully identified a gap in the pricing segment and capitalized on it, establishing itself as a leading coffee chain in the country With an average product price of 55,000 VND, The Coffee House offers affordability compared to its competitors, making it an attractive choice for consumers.
The Coffee House features a mainstream Industrial design, characterized by warm colors and yellow lighting that fosters a welcoming atmosphere Every aspect of the space, from the height of tables and chairs to the placement of electrical outlets, is thoughtfully considered to ensure a harmonious and dynamic open environment This design allows customers to study, work, or enjoy a moment of relaxation with cake and tea, embodying The Coffee House's commitment to prioritizing customer experience.
Picture 3 2: The space of The coffee House c) Good services
The Coffee House stands out in customer perceptions primarily due to its exceptional service quality, which surpasses that of competing brands The team's sophistication is evident not through ostentation but in their attentive care, from waitstaff to cashiers and security personnel This dedication is reflected in small details, such as consistently filled glasses of filtered water, prompt car service, and well-maintained restrooms The staff's keen observation skills enable them to assist guests promptly, enhancing convenience and contributing to a remarkable overall experience.
The Coffee House's menu includes both drinks and food Drinking water at The Coffee House is extremely diverse, divided into 3 main groups:
Group B: Fruit tea, milk tea
In addition, during the holidays, or Christmas, The Coffee House always launches new seasonal drink menus such as apple pear cinnamon latte, cantaloupe, extremely new.
This creates an engaging experience for buyers, sparking excitement with unique drink options while avoiding the monotony of familiar choices Additionally, the restaurant offers a variety of cakes and snacks, catering to the diverse needs of its consumers.
Picture 3 3: Menu of The Coffee House e) Widely distributed
Since its inception, The Coffee House has demonstrated remarkable growth, strategically positioning its shops in prime locations, often within commercial centers and areas with appealing street views This approach enhances convenience and accessibility for customers Currently, The Coffee House operates 170 stores across 14 provinces, predominantly in major cities, with the highest concentration in Ho Chi Minh City.
ANALYSE THE MARKETING MIX STRATEGIES
SERVICE PRODUCT STRATEGY
The core offering of our workshop combines creativity and sustainability, allowing attendees to transform old clothes into personalized tote bags through a DIY experience Participants will receive step-by-step instructions on measuring and cutting fabric pieces, followed by the opportunity to customize their bags with embroidery Once completed, The Coffee House will package each tote bag with the customer's name and send it to a sewing factory for final touches, ensuring that customers can pick up their finished products the following week.
To fulfill customer information needs, The Coffee House consistently updates the latest details regarding workshop times, locations, and pricing on its fanpage, website, and app.
Customers can easily purchase tickets for the Workshop through The Coffee House app, website, or directly at the cashier Due to limited availability and specific branch locations, we strongly encourage booking tickets via the app to ensure you secure your spot.
Customers can conveniently purchase tickets via the app by simply presenting the e-invoice or barcode at the cashier Alternatively, when buying tickets in-store, customers will receive both the bill and ticket directly from the cashier.
In order to make the payment convenient and save time, The Coffee House provides a variety of payment services for customers such as cash, car or e-wallet Momo and Airpay.
The Coffee House staff are expertly trained in customer service and product knowledge, ensuring a high-quality experience Meanwhile, the workshop instructors are seasoned craftsmen, equipped to guide participants in accurately measuring and cutting fabrics, enabling the creation of impressive and eco-friendly products.
Workshop space is close, cozy and fully equipped with tools such as scissors, chalk, ruler,color thread and needle, etc to support customers to complete products.
To ensure a worry-free experience for customers, all The Coffee House locations provide secure management of patrons' vehicles Additionally, Workshop attendees receive thorough guidance on the safe use of needles and scissors to prevent any accidents.
The Coffee House values customer feedback and encourages reviews and comments Customers can easily share their opinions by calling hotline numbers or directly evaluating services through the app.
PRICE
The workshop fee is 250,000 VND per person, which includes all drinks from The Coffee House menu Participants are encouraged to bring old clothes, while the store provides essential sewing supplies like needles, thread, scissors, and rulers Additionally, The Coffee House will facilitate a campaign to collect old clothes, offering support to customers who wish to participate but lack suitable items.
4.2.2 Value-based pricing (Customer-based pricing)
The staff is well-trained with a salary regime that is often high, in order to improve the quality of work.
Provide professional services: support customers to pay through many forms The Coffee House application is carefully invested with many features for customers to easily use.
The space is designed to be cozy and airy, featuring numerous glass doors that allow ample natural light to fill the area Our team of skilled tailors is fully equipped with all the necessary tools for sewing, ensuring that customers enjoy the best tote bag sewing experience possible.
At The Coffee House, the price of 250,000 VND includes water and support tools, making it a more affordable option compared to competitors like Tòong Teeng Ceramic, which charges between 400,000 to 600,000 VND, and BeanThere Coffee, where the price is also 250,000 VND per person but does not include water fees and incurs additional surcharges on weekends.
The Coffee House keeps customers informed about promotions, workshops, and new products through its official Facebook Fanpage, as well as its website and mobile application, ensuring effective communication and easy access to information.
The Coffee House provides comprehensive information and guidelines regarding its Workshop, ensuring that customers have access to a dedicated staff member available on the fan page and hotline to address any inquiries during their decision-making process.
The Coffee House strategically selects its branches in central Ho Chi Minh City to ensure easy accessibility for customers, emphasizing the importance of consumer presence in the service delivery process Each location is fully equipped with essential tools and offers a spacious environment, enhancing the overall customer experience.
4.3.4 Distribution options for serving customers
Customer visit service site: customers join workshop service at TCH venue (venue ở trung tâm > tiện lợi cho KH đi chuyển, tgian cuối tuần > clear rõ tgian >…)
The workshop in Ho Chi Minh City will be held on Saturday from 10 AM to 7 PM, with three time slots: 10:30 AM to 1 PM, 1:30 PM to 4 PM, and 4:30 PM to 7 PM Each session will accommodate 15 participants at a designated branch Attendees will have 2.5 hours to complete their projects, and if they wish to continue into the next workshop session, an additional fee of 50,000 VND per hour will apply.
Selected branch addresses to hold weekly workshops:
CONSTRUCT A PROMOTION STRATEGY
- Enhancing brand image by launching new useful offerings and making important contributions to the community.
- From the start of the plan to the conclusion of 2023, increase brand recognition by 5% in
- Increase the number of downloads of The Coffee House app by 2%.
- The total reach of advertising media posts about the service on social networking platforms and apps reached 30,000 times. b) Understand target customers
+ Garments change from time to time as fashion evolves, resulting in an increase in the amount of old clothes, which are often difficult to destroy.
+The workshop is a healthy productive activity in which anybody may engage in the weekend Workshops in Vietnam are becoming more broad and give a wider breadth of understanding.
+Throwing away too many outdated garments has a negative influence on the environment.
+On weekends, cafes are frequently highly packed, making it difficult to relax and enjoy
In addition, it's easy to become bored when there aren't many things to do.
- Motivation: looking forward to partaking in some healthy enjoyable activities to reduce stress after a long week at work
-> Insight: Need a place to relax and join friends in healthy activities to reduce stress after a long week at work, as well as contribute to environmental protection.
- “With The Coffee House, let us save our “home.”
The Coffee House strives to be more than just a welcoming space for customers; it seeks to foster meaningful values that benefit the community and protect the environment, ultimately defending our shared "home."
+ Instilling in the target consumer group a sense of responsibility for the community's problems.
+ Increase the quantity of activity on social networking sites to attract the attention of target clients.
+ The Coffee House's community benefits greatly from maintaining the brand image on a regular basis.
Leverage TCH's platforms, including Facebook and YouTube, to share engaging content and produce viral videos focused on the fast fashion industry's detrimental impact on the environment We will post weekly for one month and ramp up to bi-weekly for two months leading up to the launch of our new service Each post will utilize the hashtag #Saveourhome and feature striking visuals to capture attention and raise awareness.
One month before the service launch, organize a Facebook contest encouraging participants to share their experiences of recycling old items through essays, using the hashtag #SaveourHome After two weeks, judges will evaluate entries based on likes and shares to determine the winners On opening day, the top three participants with the most votes will be awarded free workshop tickets and handmade tote bags from the speaker, while the next eight will receive drink coupons valued at 150,000 VND each for The Coffee Shop.
The launch of the new service has been officially announced.
+ The panel of important, well-known speakers and influencers who will be present at the launch will be announced …
+ To promote new prospective developments, use advertising banners, electronic billboards in supermarkets, and huge trade centers.
+ Remind everyone of the event hashtag, along with promoting where to share and engage across brand social media channels.
+ Remind everyone about the event hashtag, as well as where they may post and interact on the brand's social media platforms.
+ Live stream the launch event on the Facebook page.
+ Let clients who attended the launch to fill out a feedback form after using the new service to collect comments and their memorable photographs.
+ Share eye-catching photographs, videos, and quotations on social media.
+ Send thank-you emails to customers for participating in the service launch event.
Maintaining the image of the company and increasing brand awareness.
Create a dedicated blog page on The Coffee House's official website to gather consumer feedback from members who have participated in the Workshop By sharing their experiences, members can unlock exclusive discounts and special offers, enhancing their engagement with the brand.
+ The Coffee House has a mobile app that allows them to collect consumer feedback and provide them with additional special deals
+ Maintain banner and digital billboard advertising at TCH's accessible fixed sites in Ho Chi Minh City
+ Sponsor contests featuring environmental protection elements (such as forest protection, environmental protection, writing about environmental protection, etc.)
+ Collaborate with a variety of organizations so that we may directly give the customized tote bags that buyers choose to contribute to those in need.
+ Update the digital platform with information on current and future seminars on a regular basis.
PROCESS
4.5.1 Service Processes a) Act 1: Prologue and Introductory Scenes
W, F (đki mà ko đi) b) Act 2: Deliver the core service c) Act 3: The drama concludes 4.5.2 Level of customer participation
PHYSICAL EVIDENCE
- Logo: The logo will keep The Coffee House's traditional brand design with three primary colors: orange, black, and white.
- Logo will be printed on the cup design, incorporating three of the brand's major colors into the logo design.
- The tote bag's packaging will be made of paper and will be green in color.
- Staff uniforms on workshop days will mainly follow The Coffee House's standard uniform with the following additions:
+ Bartenders and servers will be required to wear a green apron, and delivery personnel will be required to wear green latex.
Create a unique space for the service, such as a dedicated floor or room, adorned with green plants to enhance the ambiance Utilize the Coffee House's signature long tables for seating, while equipping the area with modern technology, including microphones, speakers, and projection displays, to support effective communication To elevate the client experience, soft classical music will play in the background throughout the session.
- Sections with self-serve options: Customers should be given aprons to avoid soiling their garments with sugar and water.
We offer essential cutting and stitching tools that are regularly cleaned for optimal use Additionally, if customers do not bring their own old clothing, we will provide a selection of suitable pre-owned garments for them to choose from.
PEOPLE
At TCH, employees are valued as the heart of the organization and treated like family, embodying the principle of "Delivering Happiness – Trao gửi hạnh phúc." The company prioritizes staff training in the F&B industry and creates personalized development roadmaps, ensuring that each individual has the opportunity to thrive in a professional environment.
Picture 4 2: Staff at the coffee house
The 4 core values that make up TCH are care - creativity - sincerity - courage TCH always takes people as the center Be considerate, take care in each customer's cup of coffee.
TCH prioritizes customer experience by continually innovating and leveraging modern technologies to enhance satisfaction The company strives to create a welcoming environment that feels like home, fostering easy connections with customers.
Picture 4 3: Customer Service of The Coffee House
1: The Coffee House Shop
Sincerely : Starting with the mission of "Giving happiness"
Interested: Puts customers, employees and the community at the heart of every decision.
Because of you, The Coffee House is empowered to spread good values to youngVietnamese people.
Creative: The Coffee House wants to make a difference for Vietnamese coffee.
Confidence: At the Coffee House, like-minded souls work together diligently and together for great goals.
At The Coffee House, every decision and action is guided by the mission to "Deliver Happiness," emphasizing a human-centered approach that prioritizes customer satisfaction By focusing on the needs and preferences of customers, The Coffee House strives to create exceptional products and services that leave a lasting impact.
The Coffee House aims to become Vietnam's leading coffee brand while expanding its global presence It focuses on a seamless process that connects sourcing, production, and customer experience By blending traditional and modern design elements, The Coffee House cultivates a unique identity that sets it apart in the coffee industry.
The coffee house will be a gathering place for coffee lovers and enthusiasts.
2 SITUATION, MARKET & COMPETITOR ANALYSIS 2.1 SITUATION ANALYSIS
- The coffee house is one of the major brands dominating the market in Vietnam.
- A large number of stores, widely distributed across the country.
- Spacious, friendly, and close to customers.
- Has its own built-in application on mobile phones (100,000 downloads after half a month of release)
- Actively in the supply of coffee from Cau Dat’s Farm.
- For franchising business, there will be difficulties in the form of management and control.
- Enterprises suffered heavy losses (2019 recorded a net loss of 80 billion VND)
- Concentrated mainly in big cities, not yet reaching many local customers in small provinces
- Vietnam is a country with a large amount of coffee consumption
- As a domestic brand, the coffee house
- Under high competition from domestic and foreign brand competitors
- Service is still mass, not really benefits from offering strategies that are more in tune with the local culture than foreign brands.
- The advantage of owning a separate ordering application on the phone will be an opportunity to develop many new types of services. outstanding.
- Customers are increasingly demanding on service experience.
- Coffee brands are almost all in the same segment.
Table 2 1: The Coffee House's swot analysis
Post-pandemic, the food and beverage market has seen significant growth, particularly in online sales TCH benefits from having a dedicated mobile application and its own delivery team, which are key advantages in a competitive landscape However, with an increasing number of brands entering the same segment, TCH must enhance its unique service experiences to attract customers and stand out among competitors The brand's spacious and welcoming environment, coupled with its strong brand recognition, positions it well to develop a Coffee Workshop service model that promotes a green lifestyle, ultimately enhancing customer experiences and aligning with current trends.
1: Coffee Workshop Model
Geographic Concentrate at stores in Ho Chi Minh City such as District 1, District
Gender Both male and female
Income Mainly dependent on family and unstable
Stable, from medium to high income and high affordable for
Occupation Mainly students working people, office workers, students
Value Experience space, talking with friends, study
Study, working, meeting, relax, talking with friends, family.
Lifestyle Like to experience, fast lifestyle.
Likes to experience new things, focuses more on service experience
Towards safety, slowly doesn't care much about special service experience
Usage medium users Heavy users Heavy users
Occasion Normal day, holiday, seasonal events,
Normal day (afternoons and evenings of the day), weekend, holiday, …
User status None users, first time buyers
Regular users, first time buyes
Regular users, none users, first time buyers
Table 2 2: Market demographics of The Coffee House
A 2018 survey by Microsoft revealed that 95% of respondents consider service quality crucial in their brand loyalty and selection This highlights the growing importance customers place on the quality of service provided by brands today.
When it comes to coffee brands like TCH, customers seek a variety of products, competitive pricing, high-quality service, and a pleasant atmosphere Additionally, they desire opportunities to connect, share, and learn from others who share similar interests and professions.
The coffee workshop model has gained popularity due to the diverse needs of customers today These workshops serve as a platform for individuals in the same industry to connect and share knowledge, covering various topics such as health, handmade crafts, and ornamental plants.
In recent years, the rising trend of green living has led to an increasing demand for handmade goods, as they reflect the unique personality, preferences, and needs of each customer.
2: Trends of handmade products
According to a survey by market research company nielsen, up to 86% of Vietnamese are willing to pay more for products that have a positive impact on society and the environment.
TCH currently faces direct competition from Phuc Long and Highlands Coffee With the introduction of the coffee workshop model for handmade products, TCH will also compete with two additional rivals: Tòong Teeng ceramic and Beanthere cafe.
- Recognized as a premium coffee brand.
- Has the highest average brand awareness.
- Store locations are located in beautiful, recognizable places
- The price is quite expensive.
- Haven't captured the popular segment yet
- Chain of franchise brands is difficult to control and manage
- Brand promotion is quite good
- The price is quite expensive.
- The quality of the garment is rated as not good
- New coffee service, make a difference
- The brand is not widely recognized
- The price is quite high
- Providing hand-made goods making service at the new shop
- The brand is not widely recognized
- The price is quite high
Table 2 3: Competitor analysis of The Coffee House
3 TARGETING CUSTOMERS ANALYSIS & POSITIONING STRATEGY 3.1 TARGETING CUSTOMERS ANALYSIS
Focus on urban areas, in big cities, where densely populated such as Hanoi, Ho Chi Minh City,
Gender: both male and female
Income: stable, from middle to high income, about 6M-18M vnd
Occupation: working people, university students,
Reason to buy Needs for a workspace or meeting friends.
Customers are looking for a spacious space with affordable prices to interact, work and create.
They decided to go for coffee They considered cafes whose locations, spaces, and styles fit their needs And then they chose The Coffee House.
The Coffee House offers a spacious environment with comfortable seating, attentive service, and affordable prices With numerous electrical outlets and a robust Wi-Fi network, it serves as an ideal spot for customers looking to study or work.
The Coffee House offers an "optimal experience space" at "reasonable prices," making it a popular venue for socializing and working, with a strong emphasis on service quality Its aesthetically pleasing layout encourages customers to take photos and share them on social media, effectively promoting the brand Additionally, The Coffee House continually expands and enhances its menu, providing high-quality products that resonate with young consumers, thereby increasing customer retention and offering diverse options for visitors.
After experiencing the service at The Coffee House, customers often express satisfaction with the brand's commitment to quality and attention to detail, such as consistently providing filled glasses of water and offering car service to the door These thoughtful gestures foster customer loyalty, encouraging repeat visits and purchases Additionally, satisfied customers are likely to share their positive experiences, enhancing The Coffee House's reputation through word-of-mouth referrals.
Benefits sought Meeting and working space, good service, affordable prices, diverse products.
Occasion of using the product
Table 3 1: Identify target customers by behavior
Love the large and airy space
Extroverted, often meets friends or work partners.
The Coffee House positions itself as a place to bring customers a luxurious experience at an acceptable price.
For customers: The Coffee House is a home, a place to relax, work and chat
With products: The Coffee House is a place to manufacture, supply and distribute coffee products with quality and reliable services at reasonable prices for customers
The Coffee House aims to expand its reach by supplying Vietnamese coffee products not only within the Asian market but also on a global scale Initially, the focus will be on the domestic market and China, positioning itself to compete with other international brands.
1: Positioning Map of The Coffee House
The Coffee House, a latecomer in the competitive coffee market, identified a gap in the pricing segment and capitalized on it, emerging as a leading coffee chain in the country With an average product price of 55,000 VND, The Coffee House offers an affordable alternative compared to its competitors, making it an attractive choice for consumers seeking quality coffee at reasonable prices.
The Coffee House features a thoughtfully designed Industrial style, utilizing warm colors and yellow lighting to create an inviting atmosphere for customers Every aspect, from table and chair height to the placement of electrical outlets, is meticulously planned to ensure a harmonious and dynamic open space This environment allows patrons to study, work, or simply enjoy a treat and tea, embodying The Coffee House's commitment to prioritizing customer experience.
2: The space of The coffee House
The Coffee House stands out among competitors primarily due to its exceptional service quality, which is evident in the attentive care provided by its staff, including waiters, cashiers, and security personnel This dedication is reflected in small details, such as consistently filled glasses of filtered water, prompt car service, and well-maintained restrooms The staff's keen observation skills ensure timely assistance for guests, enhancing convenience and contributing to an overall positive experience Additionally, The Coffee House offers a diverse menu that caters to various customer preferences.
The Coffee House's menu includes both drinks and food Drinking water at The Coffee House is extremely diverse, divided into 3 main groups:
Group B: Fruit tea, milk tea
In addition, during the holidays, or Christmas, The Coffee House always launches new seasonal drink menus such as apple pear cinnamon latte, cantaloupe, extremely new.
This creates excitement for buyers, preventing boredom with standard beverages Additionally, the restaurant offers a variety of cakes and snacks, catering to the diverse needs of its customers.
3: Menu of The Coffee House
Since its inception, The Coffee House has demonstrated remarkable growth, boasting 170 locations across 14 provinces, primarily in major cities like Ho Chi Minh City Its strategically positioned shops in commercial centers and prime areas, coupled with appealing street views, offer customers a sense of freedom and convenience.
4 ANALYSE THE MARKETING MIX STRATEGIES 4.1 SERVICE PRODUCT STRATEGY
The core offering of our workshop combines creativity and sustainability, allowing attendees to transform old clothes into stylish tote bags through a DIY process Participants will receive guidance on measuring and cutting fabric, followed by the opportunity to personalize their creations with custom embroidery After the workshop, The Coffee House will package each tote bag with the customer's name and send it to a sewing factory for completion, ensuring that customers can pick up their finished products the following week.
To fulfill customer information needs, The Coffee House consistently updates the latest details regarding workshop times, locations, and prices on its fan page, website, and application.
Customers can conveniently purchase tickets for the Workshop through The Coffee House app, website, or directly at the cashier Due to limited availability and specific branch locations for each workshop, we strongly encourage booking tickets via the app to ensure you secure your spot.
Customers can conveniently purchase tickets via the app, requiring only to present the e-invoice or barcode at the cashier Alternatively, when buying tickets in-store, customers will receive both the bill and ticket directly from the cashier.
In order to make the payment convenient and save time, The Coffee House provides a variety of payment services for customers such as cash, car or e-wallet Momo and Airpay.
The Coffee House staff are expertly trained in customer service and product knowledge, ensuring a pleasant experience for all visitors Meanwhile, the workshop instructors are skilled artisans with vast experience, guiding participants in precise fabric measurement and cutting techniques to craft exceptional, eco-friendly products.
Workshop space is close, cozy and fully equipped with tools such as scissors, chalk, ruler,color thread and needle, etc to support customers to complete products.
To ensure a worry-free experience for customers, all The Coffee House locations provide dedicated car management services Additionally, Workshop attendees receive thorough guidance on the safe use of needles and scissors to prevent any accidental injuries.
The Coffee House values customer feedback and encourages reviews and comments through various channels Customers can easily share their evaluations directly on the app, ensuring that all aspects of their service experience are considered.
The workshop fee is 250,000 VND per person, which includes all drinks from The Coffee House menu Participants are encouraged to bring old clothes, while the store provides essential sewing supplies such as needles, thread, scissors, and rulers, and will also send items to the sewing factory on behalf of customers Additionally, The Coffee House will launch a campaign to collect old clothes, assisting those who wish to participate but lack suitable items.
4.2.2 Value-based pricing (Customer-based pricing)
The staff is well-trained with a salary regime that is often high, in order to improve the quality of work.
Provide professional services: support customers to pay through many forms The Coffee House application is carefully invested with many features for customers to easily use.
The cozy and airy space features numerous glass doors that allow ample natural light to fill the area Our skilled team of tailors is equipped with all the necessary tools to provide an exceptional tote bag sewing experience for our customers.
At The Coffee House, the price for services is set at 250,000 VND, which includes water and support tools, making it a more affordable option compared to competitors In contrast, Tòong Teeng ceramic charges between 400,000 and 600,000 VND, while BeanThere Coffee offers a similar price of 250,000 VND per person, but this does not include water fees and incurs additional charges on weekends.
The Coffee House keeps customers informed about promotions, workshops, and new products through its official Facebook Fanpage, as well as its website and mobile application, ensuring effective communication and engagement.
The Coffee House provides comprehensive information and guidelines regarding the Workshop, ensuring that customers have access to support through a dedicated staff available on the fan page and hotline to assist with any inquiries during their decision-making process.
The Coffee House strategically selects its branches in central Ho Chi Minh City to ensure easy accessibility for customers, emphasizing the importance of consumer presence in the service delivery process Each location is fully equipped with the necessary tools and offers a spacious environment, enhancing the overall customer experience.
4.3.4 Distribution options for serving customers
Customer visit service site: customers join workshop service at TCH venue (venue ở trung tâm > tiện lợi cho KH đi chuyển, tgian cuối tuần > clear rõ tgian >…)
The upcoming workshop in Ho Chi Minh City will be held on Saturday from 10 AM to 7 PM, featuring three time slots: 10:30 AM - 1 PM, 1:30 PM - 4 PM, and 4:30 PM - 7 PM, with each session accommodating 15 participants Attendees will have 2.5 hours to complete their projects, and if they wish to extend their time for the next workshop, an additional fee of 50,000 VND per hour will apply.
Selected branch addresses to hold weekly workshops:
4.4.1 Set communication goals a) Objectives of the promotion strategy
- Enhancing brand image by launching new useful offerings and making important contributions to the community.
- From the start of the plan to the conclusion of 2023, increase brand recognition by 5% in
- Increase the number of downloads of The Coffee House app by 2%.
- The total reach of advertising media posts about the service on social networking platforms and apps reached 30,000 times. b) Understand target customers
+ Garments change from time to time as fashion evolves, resulting in an increase in the amount of old clothes, which are often difficult to destroy.
+The workshop is a healthy productive activity in which anybody may engage in the weekend Workshops in Vietnam are becoming more broad and give a wider breadth of understanding.
+Throwing away too many outdated garments has a negative influence on the environment.
+On weekends, cafes are frequently highly packed, making it difficult to relax and enjoy
In addition, it's easy to become bored when there aren't many things to do.
- Motivation: looking forward to partaking in some healthy enjoyable activities to reduce stress after a long week at work
-> Insight: Need a place to relax and join friends in healthy activities to reduce stress after a long week at work, as well as contribute to environmental protection.
- “With The Coffee House, let us save our “home.”
1: Physical evidence of the coffee house
At TCH, employees are regarded as the heart of the organization, treated with a familial approach Emphasizing sustainability through the motto "Delivering Happiness – Trao gửi hạnh phúc," TCH prioritizes comprehensive training in the F&B industry The company is dedicated to creating a structured development roadmap, ensuring that every individual has the opportunity to thrive in a professional environment.
2: Staff at the coffee house
The 4 core values that make up TCH are care - creativity - sincerity - courage TCH always takes people as the center Be considerate, take care in each customer's cup of coffee.
TCH prioritizes customer experience by continuously innovating and integrating modern technologies to deliver an exceptional service The company strives to create a welcoming environment that feels like home, fostering easy connections with customers.