MARKETING PLAN FOR TRUNG NGUYEN LEGEND TRUNG NGUYEN OFFICE

INTRODUCTION

The reason for choosing the topic

The Vietnamese coffee industry has undergone significant transformations due to the COVID-19 pandemic, leading to the closure of numerous shops In response, many businesses have adapted their strategies and revamped their operations Starting in 2021, the food and beverage sector is witnessing the emergence of new coffee shops, brands, and innovative models.

The co-working space model is gaining traction in the beverage market, as consumers increasingly prefer quiet store environments over traditional office settings for remote work In response to this trend, Trung Nguyen Legend has introduced Trung Nguyen Office, a new coffee model that allows customers to rent workspace by the day, week, or month Additionally, patrons can enjoy discounts on cake and drink bundles, enhancing their overall experience while working in a comfortable setting.

Overview of Trung Nguyen Legend Corporation

Trung Nguyen Group specializes in coffee production, processing, trading, and franchising As one of Vietnam's leading coffee brands, Trung Nguyen has earned the trust of numerous customers both domestically and internationally.

Targeting: Become a “Great Organization” by serving the human community.

Mission: Building a unified human community according to a value system of mindful living that leads to real success and happiness.

Overview of Trung Nguyen Office

Trung Nguyen Office, part of Trung Nguyen Legend, a leading coffee corporation with over 23 years of experience, leverages its expertise in space design, interior layout, supply chain management, training, and information technology to enhance customer experiences Committed to listening to client needs, Trung Nguyen Office confidently positions itself as a "New Generation Office Coffee," ensuring seamless service operations throughout its engagement.

Trung Nguyen Office introduces an innovative business model that combines various spaces within a designated area Leveraging the energizing qualities of coffee, which is particularly appealing to office workers, this concept holds significant potential By offering a modern yet tranquil working environment, Trung Nguyen Office aims to provide customers with a professional, convenient, and comfortable space to enhance productivity.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and creating compelling content that resonates with the target audience Additionally, the plan emphasizes the importance of customer feedback to refine products and services By implementing targeted promotions and partnerships, Trung Nguyen Legend aims to increase market share and strengthen its position as a leading coffee brand Continuous analysis of market trends will ensure the effectiveness of the marketing initiatives.

UYEN.OFFICEMARKETING.PLAN.FOR.TRUNG.NGUYEN.LEGEND.TRUNG.NGUYEN.OFFICE

Picture 1 1 Logo design by the team

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and implementing targeted advertising campaigns Additionally, the plan emphasizes the importance of customer feedback and market research to refine product offerings Collaborations with influencers and local businesses will further strengthen community ties and brand loyalty Overall, the objective is to position Trung Nguyen Legend as a leading coffee brand while driving sustainable growth and innovation in the market.

SITUATION, MARKET & COMPETITORS ANALYSIS

Current market situation

The Covid-19 pandemic significantly transformed our lives and work dynamics from 2021 to 2022, prompting businesses to explore diverse working methods during social distancing This experimentation allowed firms to recognize the strengths of various approaches In Vietnam, the office market is evolving, with a rise in innovative smart workplaces, notably the Coworking Space model Valued for its simplicity, flexibility, and vibrant community, this paradigm has gained popularity among both large and small enterprises.

Competitors

Trung Nguyen Office must understand not only itself but also its competitors in order to remain in this intensely competitive market

Highland Coffee, Starbucks, and The Coffee House are direct competitors of Trung Nguyen Office in the Vietnamese coffee shop chain industry.

 Highlands Coffee's: main business plan is to open stores in office buildings (achieving

Highlands Coffee targets middle-class customers, office workers, and young individuals, which has contributed to its success With over 336 locations, the brand has established a strong presence in the market In 2019, Highlands Coffee generated approximately VND 2,200 billion in revenue, followed by nearly VND 2,140 billion in 2020, significantly surpassing and more than doubling the earnings of its competitors.

In 2019, Starbucks generated over VND 780 billion in revenue, reflecting a remarkable growth of more than 32% from the previous year, driven by its rapid expansion Despite this impressive performance, the globally recognized coffee chain ranked behind Highlands Coffee and The Coffee House in terms of income among coffee chains.

The Coffee House has emerged as Vietnam's second largest coffee chain, following Highlands Coffee, thanks to significant expansions and capital increases In 2019, the chain reported a revenue of VND 863 billion, reflecting a nearly 30% growth from the previous year Despite this growth, it experienced the largest loss among its competitors, exceeding VND 80 billion, primarily due to high selling costs Notably, The Coffee House boasts the highest gross profit margin among coffee chains in the country.

 Kai Coffee: is a privately owned coffee business that first opened in 2015 and now has five locations With a large amount of open space and a variety of locations dedicated

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and implementing targeted advertising campaigns Additionally, the plan emphasizes the importance of customer feedback and market research to refine products and services By fostering partnerships and collaborations, Trung Nguyen Legend aims to expand its market reach and strengthen its position in the competitive coffee industry Overall, the marketing plan is designed to drive growth and establish Trung Nguyen Legend as a leader in the market.

Trung Nguyen Office offers a diverse environment with tranquil spots nestled among trees, spacious meeting tables, and an inviting outdoor area This unique setting appeals to a wide range of clients, especially office employees, making it a popular choice for those seeking a productive and serene workspace.

Box 24h offers a spacious and invigorating environment, perfect for those looking to work in a tranquil setting With its peaceful atmosphere, the restaurant caters to customers who appreciate flexibility, as it operates 24/7, allowing them to work without the constraints of traditional hours.

Environment Macros

In the fourth quarter of 2021, the economy is projected to grow by 5.22 percent compared to the same period last year, surpassing the 4.61 percent growth rate of 2020 but falling short of the growth rates observed from 2011 to 2019 During this quarter, GDP rose by 3.86 percent year-over-year, while accumulated assets increased by 3.37 percent Additionally, exports of goods and services saw a significant boost of 14.28 percent, and imports grew by 11.36 percent.

(Source:https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/12/bao-cao-tinh-hinh- kinh-te-xa-hoi-quy-iv-va-nam-2021/)

The COVID-19 outbreak will continue to develop in a difficult manner across the country in

In 2022, the service industry outlook indicates a significant rise in business activity compared to 2021, driven by localities implementing effective zoning measures and successfully managing outbreaks Additionally, Vietnam's vaccination rate has improved, supporting a safe adaptation strategy that fosters economic development.

(Source:http://thitruongnongsan.gov.vn/vn/tID24992_Chinh-sach-nganh-hang-ca-phe-.html)

The government has backed the coffee sector between 2020 and 2030:

Ministry of Agriculture and Rural Development's project for sustainable coffee development till 2020 (August 1, 2014)

Coffee replanting project in the Central Highlands, 2014-2020 - Ministry of Agriculture and Rural Development (October 21, 2014)

The Ministry of Agriculture and Rural Development has approved the re-economic cultivation and technical standards as outlined in Decision 340/QD-BNN-TT, dated February 23, 2013 This decision aims to enhance agricultural practices and ensure sustainable development in the sector.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement It aims to leverage digital marketing strategies, including social media and content marketing, to reach a broader audience The plan emphasizes the importance of maintaining high-quality products while exploring innovative promotional tactics Additionally, it seeks to strengthen partnerships and collaborations to expand market presence Overall, the strategy is designed to position Trung Nguyen Legend as a leading coffee brand in both local and international markets.

A recent IAM survey revealed that coffee is a beloved beverage in Vietnam, with 65 percent of the population consuming it daily Notably, men represent 59 percent of these coffee drinkers, highlighting the drink's widespread appeal among Vietnamese people.

(Source: https://zingnews.vn/ca-phe-cach-tan-tien-phong-dap-ung-thi-hieu-nguoi-dung- post726431.html )

The concept of an office for many Vietnamese evokes notions of restraint, discipline, and strict rules However, a recent survey conducted by ADP in the wake of the Covid era reveals shifting perceptions and dynamics within the workplace.

A recent survey revealed that two-thirds of the 33,000 participants would contemplate seeking new employment if required to return to full-time work unnecessarily In response to this trend, Trung Nguyen has introduced an innovative Office model designed to create an optimal working environment that fosters comfort and enhances creativity, ultimately aiming to deliver the best possible experience for clients.

The rapid advancement of technology has significantly influenced the commercial activities within the coffee industry With a highly diversified equipment and machinery sector, the introduction of new technologies presents challenges to existing products Consequently, Trung Nguyen is consistently committed to driving technological innovation.

Trung Nguyen selects ergonomic desks and chairs, along with cutting-edge technology products, to create a comfortable and efficient workspace, ensuring an exceptional experience for his customers.

 The business model is still quite new in the market

 Service staff is always available to assist customers

 Quiet space to work, avoid being disturbed by noise

 Private space for meetings with all necessary equipment

 Full range of stationery tools

 The price is quite high, so the customer file is limited

 The office coffee model can only be concentrated in big cities, difficult to distribute widely

 Few strong competitors in the new Co-working model

 Own media through solid television

 Laws and regulations of the state

 As a new model, it takes time to change customer perception

 Need a large amount of capital and long-term

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement By implementing targeted digital marketing strategies, the plan aims to attract a wider audience while promoting Trung Nguyen's unique coffee offerings Additionally, leveraging social media platforms will help foster community interaction and strengthen customer loyalty The overall objective is to position Trung Nguyen Legend as a leader in the coffee industry, driving both sales and brand recognition in a competitive market.

UYEN.OFFICEMARKETING.PLAN.FOR.TRUNG.NGUYEN.LEGEND.TRUNG.NGUYEN.OFFICE that help facilitate business

 The trend of people after the Covid epidemic will not want to work directly at the office but want to work online at another location

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement through innovative strategies By leveraging digital marketing channels, Trung Nguyen aims to connect with a broader audience and promote its unique coffee offerings The plan emphasizes the importance of customer experience and feedback, which will guide product development and marketing efforts Additionally, strategic partnerships and community involvement will play a crucial role in strengthening the brand's presence in the market Overall, the marketing plan is designed to position Trung Nguyen Legend as a leader in the coffee industry while fostering sustainable growth.

TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY

Targeting

The following is a portrait of Trung Nguyen Office's target customers:

Table 3 1 Target customer of Trung Nguyen Office

 Gender: both male and female

 Occupation: fresh graduate, office worker, freelancer

 Densely populated place: City Ho Chi Minh City, Hanoi

 Targeting customers who like quiet, private space to work.

 People with medium and high loyalty use 2-4 times/week

Trung Nguyen Office primarily targets customers aged 25-40 in densely populated, economically developing cities This demographic includes fresh graduates, office workers, and freelancers, all of whom generally have a higher disposable income and a strong demand for office coffee services Additionally, the company focuses on understanding customer personalities, emphasizing a preference for a quiet and comfortable working environment to enhance productivity.

By conducting a thorough market analysis for office coffee services, companies can strategically allocate resources and concentrate their efforts where they are most needed This approach not only enhances customer satisfaction but also boosts the competitiveness of businesses within the beverage industry.

Positioning

Trung Nguyên Office - where different ideas are born

When it comes to Trung Nguyen Office, customers will think of a space for creativity, where invisible products are created by human intelligence In addition, Trung Nguyen Office brings

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement through strategic initiatives Key components include leveraging digital marketing channels, optimizing social media presence, and implementing targeted advertising campaigns Additionally, the plan emphasizes the importance of customer feedback and market research to refine product offerings and improve service quality By fostering partnerships and collaborations, Trung Nguyen Legend aims to expand its market reach and strengthen its position in the competitive coffee industry Overall, the marketing strategy is designed to drive growth and enhance customer loyalty.

UYEN.OFFICEMARKETING.PLAN.FOR.TRUNG.NGUYEN.LEGEND.TRUNG.NGUYEN.OFFICE awakening and creative energy, promoting passions and aspirations so that each individual can achieve success and happiness.

Looking at the positioning map, we can see that Trung Nguyen Legend has a high price with good service quality, targeting customers with high average income.

Box 24h offers moderate service quality at an average price, as it is a private business that hasn't prioritized service In the same price range, Highlands and Phuc Long provide better service quality compared to The Coffee House and Kai Coffee Meanwhile, in the higher price range, Trung Nguyen and Starbucks engage in fierce competition, focusing on service quality and customer satisfaction alongside their product offerings.

Among Trung Nguyen's competitors, Phuc Long is the only one that has introduced the e-office model, although it has not been fully realized At Trung Nguyen, our commitment to exceptional service drives every aspect of our operations, and we strive to provide our customers with outstanding experiences at our offices.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and implementing targeted advertising campaigns Additionally, fostering partnerships with local businesses and influencers will help expand reach and build community connections Continuous market research will ensure the plan remains adaptive to consumer preferences and industry trends, ultimately driving sales and brand loyalty for Trung Nguyen Legend.

ANALYSE THE MARKETING – MIX STRATEGIES (7PS)

Product

Looking for a modern and comfortable meeting room in a central location, complete with Trung Nguyen Legend's exceptional Energy Coffee? Trung Nguyen Office provides a full package that includes a private workspace for the entire day Our specialized, quiet area features an open, contemporary design with numerous comfortable and private working corners Fully equipped with essential office amenities such as Wi-Fi, electricity, water, and air conditioning, we offer diverse workspace solutions tailored to meet the varied needs of different industries and customers.

Providing a quiet, private working space next to cups of coffee awakens the energy in each person and increases efficiency at work.

Stay informed about our office services with continuous updates on our website, ensuring you have easy access to the latest information and available incentives For any inquiries, feel free to reach out to us through our call center or via email.

Hotline: 1900 6011 Email : cs@trungnguyenlegend.com

Customers can easily check office availability and make advance bookings through Trung Nguyen Legend's website or social media page Upon arrival, they simply provide their information to the staff, place their order at the counter, and will be guided to their designated office Staff will then serve food and beverages Each office is equipped with a service call bell, allowing customers to request assistance whenever needed.

Customers will promptly receive an invoice upon payment, ensuring convenience and accuracy This invoice includes essential details such as the date and time of issuance, cashier's name, product price, check-in and check-out times, along with other pertinent information.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and engagement through targeted strategies Key initiatives include leveraging digital marketing channels, creating compelling content, and fostering partnerships to expand market reach Emphasizing customer experience, the plan aims to build loyalty and drive sales by offering innovative products and services Furthermore, utilizing data analytics will help refine marketing efforts and optimize campaign performance, ensuring Trung Nguyen Legend remains a leader in the coffee industry.

At Trung Nguyen Office, customers can choose between cash or bank card payments Additionally, e-wallet options like Momo, Shopee Pay, and Zalo Pay, as well as vouchers and coupons, are available for added incentives, all designed to enhance convenience and save time during transactions.

Each office is designed with shelves for personal items and secure locked file cabinets to safeguard important documents With both internal and external locks, these offices provide a private and safe environment, ensuring customers feel secure while using the space.

Our knowledgeable staff will assist you in selecting the ideal office service package tailored to your specific needs Additionally, dedicated team members will be available to guide you in utilizing essential services, including printers and projector screens, ensuring a seamless experience.

In each office, there will be small candy jars to energize customers There is a display area for books, newspapers and magazines for customers to relax after stressful working hours.

There are always staff on duty at the counter, ready to assist when customers need it.

The customer's requirements will be met by the staff within the allowable limits of the store

Errors in the service process will be immediately resolved by the store manager to give customers the most comfortable feeling when using Trung Nguyen Legend's services.

Price

Trung Nguyen Office sets itself apart from competitors with its distinctive office model and unique coffee offerings The company employs a value-based pricing strategy, focusing on a client-centric approach that prioritizes customer needs in its innovations and features By implementing a price-on-value strategy, Trung Nguyen aims to maximize profits while leveraging its status as Vietnam's leading coffee brand and its innovative business model.

Trung Nguyen Office's pricing strategy is primarily influenced by its control over coffee, the main raw material for most of its products The corporation oversees the cultivation, processing, and distribution of coffee, ensuring a stable supply for its retail network This mastery over primary input materials minimizes the impact of external suppliers on product pricing.

A comprehensive marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement The strategy includes leveraging digital marketing channels, optimizing social media presence, and implementing targeted advertising campaigns Additionally, the plan emphasizes the importance of understanding consumer preferences and market trends to tailor products effectively By fostering partnerships and collaborations, Trung Nguyen Legend aims to expand its market reach and strengthen its competitive edge in the coffee industry This approach not only drives sales but also builds lasting relationships with customers.

The Uyen Office Marketing Plan for Trung Nguyen Legend aims to enhance production efficiency while minimizing costs, enabling customers to access high-quality products at affordable prices.

The price of products at Trung Nguyen Office coffee shop is influenced not only by input materials and production costs but also by service-related expenses These include fixed costs, direct costs, labor costs, and various other operational expenses.

Expected price = Cost per unit of product + Expected profit 4.2.3 Combo pricing

Table 4 1 For the E – Office model Trung Nguyen Office offers

Consists of: ã 4 hours of using office ã 1 drink in the menu

Consists of: ã 12 hours of office use ã 1 dish of any drink in the menu ã 1 dish in the group of

Consists of: ã 12 hours of office use ã 1 dish of any drink in the menu ã 1 dish in the group of “Nutritional energy”

Overtime surcharge: ã 1 hour: 30k ã 2 hours: 50k VND

Free Additional Services ã Pen ã Note paper (first 5 sheets are free) ã Paper/printer (first 5 sheets free) ã Water ã Pen ã Note paper (first 10 sheets are free) ã Paper/printer (first

10 sheets free) ã Water ã Pen ã Paper notes (free) Paper/printer (free) Water

Enhance your experience with our private services, which include high personality options tailored for your needs Enjoy affordable printing at just 1,000 VND per sheet, and take advantage of complimentary amenities such as an LCD screen and writing board for groups of four or more For larger gatherings of seven or more, both the LCD screen and writing board are provided at no extra cost, ensuring a seamless and engaging environment for your group.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and expanding market reach Key strategies include leveraging digital marketing channels, optimizing social media engagement, and implementing targeted advertising campaigns Additionally, the plan emphasizes building strong customer relationships through loyalty programs and personalized marketing efforts By analyzing market trends and consumer behavior, Trung Nguyen Legend aims to position itself as a leader in the coffee industry, attracting both new and existing customers Continuous evaluation and adaptation of marketing strategies will ensure sustained growth and competitiveness in the market.

Enjoy a 10% discount on meeting room rentals and take advantage of our daily package deals that offer an additional 10% off when you order extra water and cake Rent a meeting room for one use and receive 4 hours free Plus, benefit from a 15% discount on meeting room rentals and when ordering more water and cake during your event.

Trung Nguyen aims to attract long-term clients, which is reflected in the significant price disparity between their 4-hour and 1-day packages compared to the 1-week and 1-month options.

Place

Trung Nguyen stores provide customers with top-quality products and services through a direct sales distribution model that removes intermediaries This approach allows clients to savor not just beverages and meals, but also the overall experience, including the restaurant's ambiance, layout, and the staff's friendly communication.

4.3.2 Flow model of distribution to service

Mainly advertise on Trung Nguyen's official website, Trung Nguyen Fanpage, advertise on delivery intermediary applications to bring information about products, promotions, and product prices to consumers.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement It aims to leverage digital marketing strategies, including social media campaigns and influencer partnerships, to reach a wider audience Additionally, the plan emphasizes the importance of maintaining high product quality and innovative offerings to attract and retain customers By utilizing data analytics, Trung Nguyen Legend seeks to understand consumer preferences and tailor its marketing efforts accordingly Overall, the strategy is designed to strengthen the brand's position in the competitive coffee market.

To experience Trung Nguyen's products and services firsthand, customers must queue to place their orders Payments and orders are typically processed simultaneously, after which the cashier provides an invoice with the order number Once the order is complete, a waiter will serve water to the customers.

Trung Nguyen partners with delivery apps like Grab, Baemin, and Now to ensure that consumers can enjoy their products and drinks even when they can't visit the store in person Unlike many retailers, Trung Nguyen's shops exclusively sell directly to customers, as they do not have the capacity to store or distribute drinks to agents or other retailers.

"Customer goes to service organization" is the service delivery option chosen by Trung

Trung Nguyen Office invites consumers to visit their store chain to experience exceptional service and a well-equipped workspace When renting a desk, customers receive complimentary office supplies, creating an authentic office atmosphere This approach highlights the effectiveness of Trung Nguyen's distribution plan, as alternative options may involve intermediaries that compromise the quality of customer service and overall experience.

Promotion

To reach the target customers, the team proposes to use a pull strategy using communication tools.

 Continue to use mainly digital marketing means

Trung Nguyen Legend's Facebook fanpage boasts nearly 240,000 followers and 230,000 likes, serving as an effective platform to share engaging content related to the restaurant, including promotions, new offerings, and special occasion greetings By posting during peak hours tailored for the office community, the fanpage successfully attracts attention with valuable articles and updates.

Enhance your company's website to offer customers comprehensive information, including the store's address, pricing details, and real-time updates on ongoing promotions and room availability This approach ensures that customers can easily access and understand essential information, improving their overall experience.

Tiktok: The tiktok platform is being widely covered and has a certain level of influence

Therefore, the group will focus on promoting the brand through this platform Hire influential KOLs and influencers to record clips of Trung Nguyen Office service experiences and are

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing SEO practices, and creating compelling content that resonates with the target audience Emphasizing the unique qualities of Trung Nguyen's products will help differentiate the brand in a competitive market Additionally, establishing partnerships and collaborations can expand reach and foster community involvement Continuous analysis and adaptation of marketing efforts will ensure sustained growth and relevance in the coffee industry.

The Uyen Office Marketing Plan for Trung Nguyen aims to effectively reach students and office workers, ensuring that the services offered are widely introduced to the target customer base.

The Trung Nguyen Legend team plans to enhance awareness by displaying banners across all branches, promoting the recently launched Trung Nguyen Office model, which comes with numerous attractive incentives.

Trung Nguyen Legend enhances customer engagement by implementing Awing Wifi Marketing technology across all branches When customers attempt to connect to the wifi, they are presented with a promotional video showcasing the Trung Nguyen Office service model To gain access, customers must watch the full video and provide their name, age, and email address.

Build relationships with key journalists, news agencies so that they can report good news about businesses, especially Trung Nguyen Office model.

Actively participate in volunteer programs against the Covid-19 epidemic, helping people in difficult circumstances to build a beautiful image in the eyes of customers.

Customers purchasing the Monthly Package will receive a 10% Discount Card applicable to the entire menu of drinks and cakes at Trung Nguyen Legend locations To utilize the discount, present the card to the cashier before payment The card remains valid for the duration of the service pack and can be used an unlimited number of times Please note that the discount does not apply to brewed coffee products, cups, vases, or gifts, and cannot be combined with other promotions Lost cards will not be reissued, so it is essential to keep the card safe, as claims regarding lost cards will not be addressed.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and expanding market reach By leveraging digital marketing strategies and social media engagement, Trung Nguyen aims to connect with a broader audience The plan also emphasizes the importance of customer feedback to refine products and services Additionally, strategic partnerships and collaborations will be pursued to strengthen market positioning Overall, the marketing initiative seeks to solidify Trung Nguyen Legend's reputation as a leading coffee brand.

Process

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and implementing targeted advertising campaigns Additionally, Trung Nguyen aims to strengthen partnerships with local businesses and explore international markets to expand its reach The plan emphasizes the importance of customer feedback and market research to adapt to evolving consumer preferences Overall, the goal is to solidify Trung Nguyen Legend's position as a leading coffee brand while driving sustainable growth.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and implementing targeted advertising campaigns Additionally, Trung Nguyen Legend aims to strengthen its unique selling propositions by highlighting quality and authenticity By fostering partnerships with local businesses and influencers, the plan seeks to expand market reach and build a loyal customer base Continuous analysis and adaptation of marketing efforts will ensure alignment with consumer trends and preferences.

To develop an effective marketing plan for Trung Nguyen Legend, it is essential to focus on brand positioning, target audience analysis, and competitive differentiation Emphasizing the unique qualities of Trung Nguyen's coffee products will enhance brand recognition and customer loyalty Incorporating digital marketing strategies, such as social media engagement and content marketing, can effectively reach a broader audience Additionally, leveraging partnerships and collaborations with local businesses can boost visibility and sales Continuous evaluation of marketing efforts will ensure alignment with consumer preferences and market trends, driving sustained growth for Trung Nguyen Legend.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and creating compelling content that resonates with target audiences Additionally, the plan emphasizes the importance of market research to understand consumer preferences and trends, ensuring that Trung Nguyen Legend remains competitive in the coffee industry By implementing these strategies, Trung Nguyen Legend aims to strengthen its market position and drive sales growth.

People

Picture 4 3 Human resource organization model at Trung Nguyen Office

4.6.2 The human factor determines service quality

At Trung Nguyen Office, customer satisfaction is our top priority, as we recognize the vital role customers play in our success We are dedicated to enhancing the overall experience for our clients by actively listening to and respecting their feedback, which drives our continuous improvement and innovation.

The team suggests employing the following strategies to assist clients gain trust.

 Always have a set of criteria in mind: Consider clients as friends or family members

 Look at the interactive remarks on social networking sites to get a sense of what they're looking for.

 Always review client comments to assist enhance the company's service quality.

The service staff plays a crucial role in customer interactions, as they are the first point of contact for clients Their attentiveness not only enhances the customer experience but also serves as a key competitive advantage and fosters customer loyalty Consequently, the team has established essential principles to guide their service approach.

Table 4 3 Duties of the job

Recruit For each job, Trung Nguyen Office hires employees with

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and implementing targeted advertising campaigns Additionally, the plan emphasizes the importance of customer feedback and market research to refine product offerings By fostering partnerships and collaborations, Trung Nguyen Legend aims to expand its market reach and strengthen its position in the competitive coffee industry.

UYEN.OFFICEMARKETING.PLAN.FOR.TRUNG.NGUYEN.LEGEND.TRUNG.NGUYEN.OFFICE the most appropriate abilities, styles, and personalities

Simultaneously, the employees chosen by the store are always in line with the company's core values and culture.

New employees will participate in essential training sessions to acquire the necessary skills for delivering top-notch service to customers This training program, which lasts three days, is tailored to the specific position of each candidate and begins immediately after their hiring.

Basic request Customers must be served, cared for, and a positive relationship established.

Maintain product quality by sticking to the recipe.

Observe the company's functioning procedures.

Ensure that the given task is completed to a high standard,and that all reports are truthful.

Physical Evidence

The Trung Nguyen Office boasts a striking facade that combines luxurious glass elements with a rich dark brown color scheme, accented by touches of gold in the lighting This distinctive design not only enhances the brand's image but also showcases the unique and traditional characteristics of Trung Nguyen Office, leaving a lasting impression on customers.

Picture 4 4 Illustration about external design

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and creating compelling content that resonates with the target audience Additionally, the plan emphasizes the importance of market research to understand consumer preferences and trends, allowing for tailored promotions and product offerings By fostering partnerships and collaborations, Trung Nguyen Legend aims to expand its market reach and strengthen its position in the competitive coffee industry Ultimately, the goal is to drive sales growth while maintaining the brand's commitment to quality and sustainability.

The Trung Nguyen Office Cafe logo features a harmonious blend of black and white, conveying a sense of stability Notably, the design incorporates a house symbol, reflecting the cafe's essence as a space where diverse ideas are nurtured and developed.

Picture 4 5 Logo designed by team

Trung Nguyen Office coffee shop offers a spacious and supervised parking area, ensuring customers feel secure and comfortable while working To enhance customer satisfaction, the shop provides silver seat covers for motorbikes, protecting them from the heat and preventing the saddle from overheating during hot weather.

Picture 4 6 Illustration about parking lot

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and creating compelling content that resonates with target audiences Additionally, the plan emphasizes the importance of market research to understand consumer preferences and trends Collaboration with local influencers and strategic partnerships will further amplify the brand's reach Overall, the marketing plan aims to solidify Trung Nguyen Legend's position as a leader in the coffee industry while driving sustainable growth.

Trung Nguyen Office is designed with 3 floors.

The 1st and 2nd floors are thoughtfully designed as collaborative workspaces, featuring a variety of tables and chairs that cater to both individuals and groups These seating arrangements are strategically spaced apart to minimize the impact of ambient noise, creating an ideal environment for focused work.

The 3rd floor features eight private offices designed for group work, accommodating teams of various sizes Five rooms are equipped for 5-7 people, while three larger rooms cater to groups of 10-20 individuals Each office includes a spacious table with seating for 5-20 chairs, ensuring comfort during meetings The walls are soundproofed to provide a quiet environment, enhancing privacy for discussions and collaborative activities Additionally, some rooms offer glass windows with city views, promoting an open atmosphere that fosters creativity and idea generation.

The bar area of Trung Nguyen Office features a harmonious blend of wooden materials in various shades of brown, creating a warm and inviting atmosphere that seamlessly integrates with nature while maintaining a modern aesthetic Additionally, the shop showcases an array of coffee, cakes, and mugs, enhancing the customer experience and boosting sales through visual appeal.

 Equipped with enough power sockets

Office workers always have a laptop, tablet or smartphone on hand, which is indispensable

Electrical outlets are essential in cafes for office workers, providing a practical solution that maximizes space while ensuring the safety of both guests and employees Proper installation of these outlets is crucial to maintain an inviting atmosphere while facilitating the needs of patrons.

The design of colors also contributes to the work spirit as well as the creativity of customers

Trung Nguyen Office embraces a sophisticated and professional aesthetic by incorporating a gray, white, and black color scheme that inspires creativity among clients The minimalist yet luxurious decor features art pieces, potted plants, and essential office supplies like pens and paper, fostering a friendly and convenient atmosphere that enhances customer comfort.

For office workers seeking a peaceful work environment, loud and boisterous music can be quite distracting Therefore, the ideal choice for background music includes gentle and soothing genres such as instrumental, lofi, or bamboo flute melodies accompanied by the calming sound of a stream, all of which can enhance focus and alleviate stress.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement It aims to leverage digital marketing strategies, including social media and content marketing, to attract a wider audience By emphasizing product quality and unique offerings, the plan seeks to position Trung Nguyen as a leader in the coffee industry Additionally, targeted promotions and collaborations with influencers are essential components to drive sales and foster brand loyalty The ultimate goal is to create a sustainable growth strategy that aligns with consumer preferences and market trends.

UYEN.OFFICEMARKETING.PLAN.FOR.TRUNG.NGUYEN.LEGEND.TRUNG.NGUYEN.OFFICE stress, relax the spirit and bring a feeling of relaxation Creative inspiration for customers when working.

Trung Nguyen Legend maintains its iconic black and white uniform, featuring a neck bandana that reflects the nation's heritage The notable change is the replacement of the original logo with the Trung Nguyen Office logo, allowing for clear differentiation between the uniforms of the two brands.

Picture 4 7 Uniform of Trung Nguyen

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and utilizing content marketing to connect with the target audience Additionally, the plan emphasizes the importance of market research to understand consumer preferences and trends, ensuring that Trung Nguyen Legend remains competitive in the coffee industry By implementing these tactics, Trung Nguyen Legend aims to strengthen its market position and drive sustainable growth.

1 Logo design by the team

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement through strategic initiatives It aims to leverage digital marketing channels, including social media and content marketing, to reach a broader audience Additionally, the plan emphasizes the importance of quality customer service and community involvement to strengthen brand loyalty By implementing targeted promotions and partnerships, Trung Nguyen Legend seeks to position itself as a leader in the coffee industry while fostering a unique cultural identity Overall, the marketing strategy is designed to drive sales growth and establish a lasting connection with consumers.

The Covid-19 pandemic has profoundly affected our lives and work styles from 2021 to 2022, prompting businesses to explore diverse working methods during social distancing This period has allowed companies to recognize the advantages of various approaches to work In Vietnam, the office market is evolving, with a rise in smart workplace varieties, prominently featuring the Coworking Space model This model's appeal lies in its simplicity, flexibility, and strong community support, making it a popular choice among both large and small businesses.

Trung Nguyen Office must understand not only itself but also its competitors in order to remain in this intensely competitive market

Highland Coffee, Starbucks, and The Coffee House are direct competitors of Trung Nguyen Office in the Vietnamese coffee shop chain industry.

 Highlands Coffee's: main business plan is to open stores in office buildings (achieving

Highlands Coffee, targeting middle-class clients, office workers, and young consumers, has established over 336 locations across the country In 2019, the company generated approximately VND 2,200 billion in revenue, followed by nearly VND 2,140 billion in 2020, significantly surpassing its competitors and more than doubling their total earnings.

In 2019, Starbucks generated over VND 780 billion in revenue, marking a growth of more than 32% from the previous year, driven by its rapid expansion Despite this impressive performance, the renowned coffee chain ranked below Highlands Coffee and The Coffee House in terms of income among coffee chains.

The Coffee House has emerged as Vietnam's second-largest coffee chain, trailing only Highlands Coffee, following significant expansions and capital increases In 2019, it reported a revenue of VND 863 billion, marking a nearly 30% increase from the previous year However, despite its growth, The Coffee House experienced the largest loss among its competitors, exceeding VND 80 billion, attributed primarily to high selling costs, although it maintains the highest gross profit margin in the coffee chain sector.

 Kai Coffee: is a privately owned coffee business that first opened in 2015 and now has five locations With a large amount of open space and a variety of locations dedicated

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and implementing targeted advertising campaigns Additionally, the plan emphasizes the importance of community involvement and partnerships to strengthen brand loyalty By utilizing data-driven insights, Trung Nguyen Legend aims to refine its marketing efforts and effectively reach its target audience, ensuring sustained growth and market competitiveness.

Trung Nguyen Office offers a serene environment with tranquil spots nestled among trees, spacious meeting tables, and an outdoor area, making it an attractive destination for a diverse clientele, especially office workers.

Box 24h offers a spacious and invigorating environment, perfect for those seeking a peaceful place to work Open 24/7, this restaurant allows customers to focus on their tasks without the stress of restricted working hours.

In the fourth quarter of 2021, the economy is projected to grow by 5.22 percent compared to the same period last year, surpassing the 4.61 percent growth rate of 2020, yet falling short of the growth rates observed from 2011 to 2019 During this quarter, GDP rose by 3.86 percent year-over-year, while accumulated assets saw a 3.37 percent increase Additionally, exports of goods and services surged by 14.28 percent, and imports grew by 11.36 percent.

(Source:https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/12/bao-cao-tinh-hinh- kinh-te-xa-hoi-quy-iv-va-nam-2021/)

The COVID-19 outbreak will continue to develop in a difficult manner across the country in

In 2022, the service industry outlook for Vietnam indicates a significant rise in business activity compared to 2021, driven by effective local outbreak management and the implementation of small-scale zoning Additionally, the country's vaccination rate has improved, supporting a safe adaptation strategy for economic development.

(Source:http://thitruongnongsan.gov.vn/vn/tID24992_Chinh-sach-nganh-hang-ca-phe-.html)

The government has backed the coffee sector between 2020 and 2030:

Ministry of Agriculture and Rural Development's project for sustainable coffee development till 2020 (August 1, 2014)

Coffee replanting project in the Central Highlands, 2014-2020 - Ministry of Agriculture and Rural Development (October 21, 2014)

The Ministry of Agriculture and Rural Development has approved the re-economic cultivation and technical standards through Decision 340/QD-BNN-TT, dated February 23, 2013 This decision aims to enhance the agricultural practices and standards within the coffee industry For more information, visit the official source at http://thitruongnongsan.gov.vn/vn/tID24992_Chinh-sach-nganh-hang-ca-phe-.html.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and implementing targeted advertising campaigns Additionally, the plan emphasizes the importance of customer feedback and market research to refine product offerings By fostering partnerships and collaborations, Trung Nguyen Legend aims to expand its market reach and strengthen its position in the competitive coffee industry Ultimately, the goal is to create a memorable brand experience that resonates with consumers and drives sales growth.

A recent IAM survey revealed that 65 percent of Vietnamese individuals consume coffee daily, with men representing 59 percent of this demographic Coffee holds a significant place in Vietnamese culture, making it a favored beverage among the population.

(Source: https://zingnews.vn/ca-phe-cach-tan-tien-phong-dap-ung-thi-hieu-nguoi-dung- post726431.html )

The concept of an office for many Vietnamese evokes feelings of restraint, discipline, and adherence to rules However, in the wake of the Covid era, a survey conducted by ADP revealed shifting perceptions about workplace environments.

A recent survey revealed that two-thirds of the 33,000 participants would contemplate seeking new employment if required to return to full-time work unnecessarily In response, Trung Nguyen has developed an innovative office model that not only creates an ideal working environment but also fosters a comfortable space that enhances creativity, ultimately aiming to deliver the best client experience possible.

2 Blueprint

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and implementing targeted advertising campaigns Additionally, promoting unique product offerings and fostering partnerships with local businesses will help to strengthen community ties Continuous market research will be essential to adapt to consumer preferences and trends, ensuring the brand remains competitive in the coffee industry Overall, the plan aims to solidify Trung Nguyen Legend's position as a leading coffee brand while driving sustainable growth.

4.6 People 4.6.1 Human resource organization model

3 Human resource organization model at Trung Nguyen Office

4.6.2 The human factor determines service quality

Customer satisfaction is a top priority for Trung Nguyen Office, as customers play a crucial role in the company's success The team is dedicated to delivering an exceptional experience by actively listening to and respecting customer feedback, which is vital for ongoing improvement and adaptation.

The team suggests employing the following strategies to assist clients gain trust.

 Always have a set of criteria in mind: Consider clients as friends or family members

 Look at the interactive remarks on social networking sites to get a sense of what they're looking for.

 Always review client comments to assist enhance the company's service quality.

The service staff plays a crucial role in shaping customer experiences, as they are the first point of contact for customers Their attentiveness not only enhances customer interactions but also serves as a significant competitive advantage and a key factor in fostering customer loyalty Therefore, the team has established essential principles to guide their service approach.

Table 4 3 Duties of the job

Recruit For each job, Trung Nguyen Office hires employees with

The marketing plan for Trung Nguyen Legend aims to enhance brand visibility and customer engagement through strategic initiatives By leveraging digital marketing channels and optimizing SEO strategies, the plan focuses on increasing online presence and driving traffic to the brand's platforms Additionally, it emphasizes the importance of customer feedback and market research to refine product offerings and improve overall customer satisfaction The integration of social media marketing and influencer partnerships is also a key component, designed to reach a broader audience and foster community interaction Ultimately, the plan seeks to establish Trung Nguyen Legend as a leader in the coffee industry, promoting its unique offerings and cultural heritage.

UYEN.OFFICEMARKETING.PLAN.FOR.TRUNG.NGUYEN.LEGEND.TRUNG.NGUYEN.OFFICE the most appropriate abilities, styles, and personalities

Simultaneously, the employees chosen by the store are always in line with the company's core values and culture.

Newly hired employees will participate in essential training sessions to acquire the necessary skills for delivering top-notch service quality to consumers The organization will provide training for candidates within three days of their start date, tailored to their specific job roles.

Basic request Customers must be served, cared for, and a positive relationship established.

Maintain product quality by sticking to the recipe.

Observe the company's functioning procedures.

Ensure that the given task is completed to a high standard, and that all reports are truthful.

The Trung Nguyen Office showcases a striking facade that blends luxurious glass elements with a rich dark brown color, accented by golden lighting This combination not only enhances the aesthetic appeal but also reinforces the unique and traditional identity of the Trung Nguyen brand in the eyes of its customers.

4 Illustration about external design

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and expanding market reach By leveraging digital marketing strategies, the plan aims to engage a broader audience and boost customer loyalty Key initiatives include social media campaigns, influencer partnerships, and targeted promotions to attract coffee enthusiasts Additionally, the plan emphasizes the importance of sustainable practices and quality assurance to strengthen the brand's reputation Overall, the marketing strategy is designed to position Trung Nguyen Legend as a leader in the coffee industry while fostering community engagement and customer satisfaction.

The Trung Nguyen Office Cafe logo features a harmonious blend of black and white, embodying a sense of stability To highlight its unique identity as an office cafe, the design incorporates a house symbol, representing a cozy and solid environment where diverse ideas are nurtured and brought to life.

5 Logo designed by team

Trung Nguyen Office coffee shop offers a spacious and supervised parking area, ensuring customers feel secure and comfortable while working To enhance customer satisfaction, the shop provides silver seat covers for motorbikes, protecting them from overheating during hot weather.

6 Illustration about parking lot

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement through innovative strategies By leveraging digital marketing channels, Trung Nguyen aims to reach a broader audience and strengthen its market position The plan emphasizes the importance of quality content and social media presence to connect with consumers effectively Additionally, strategic partnerships and community involvement will play a crucial role in promoting the brand's values and mission Overall, the marketing plan seeks to drive growth and establish Trung Nguyen Legend as a leading name in the coffee industry.

Trung Nguyen Office is designed with 3 floors.

The 1st and 2nd floors are thoughtfully designed as collaborative workspaces, featuring a variety of tables and chairs to accommodate both individual and group work The seating arrangements are strategically spaced to minimize distractions from ambient noise, creating an ideal environment for productivity.

The 3rd floor features eight private offices designed for groups seeking a collaborative work environment Five rooms accommodate 5-7 people, while three larger rooms cater to 10-20 individuals Each office is equipped with a long table and 5-20 chairs, ensuring ample seating for all participants Soundproof walls enhance privacy and minimize noise, making it ideal for meetings, discussions, and learning activities Additionally, some rooms offer glass windows with city views, promoting an airy atmosphere that fosters creativity and idea generation.

The bar area of Trung Nguyen Office features a harmonious blend of wooden materials in various shades of brown, creating a modern yet natural ambiance Adjacent to the bar, the shop showcases an array of coffee, cakes, and mugs, enhancing customer experience and boosting sales through visually appealing displays.

 Equipped with enough power sockets

Office workers always have a laptop, tablet or smartphone on hand, which is indispensable

Electrical outlets are essential in cafes for office workers, providing a convenient power source without compromising the shop's space Proper installation of these outlets ensures the safety of both guests and employees while maintaining an organized environment.

The design of colors also contributes to the work spirit as well as the creativity of customers

Trung Nguyen Office employs a sophisticated color palette of gray, white, and black to reflect professionalism and inspire creativity The minimalist yet luxurious decor features art pieces, potted plants, and essential office supplies, fostering a friendly and convenient atmosphere that enhances customer comfort.

For office workers seeking a peaceful environment, loud and boisterous music can be quite distracting Therefore, shops should opt for gentle and soothing music genres, such as instrumental, lofi, or calming bamboo flute melodies accompanied by the sound of a flowing stream, to create a relaxing atmosphere that enhances focus and productivity.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and implementing targeted advertising campaigns Emphasizing the unique qualities of Trung Nguyen's products will attract a broader audience Additionally, partnerships with local businesses and influencers can boost credibility and reach Continuous analysis of market trends and consumer feedback will ensure the marketing efforts remain effective and relevant.

UYEN.OFFICEMARKETING.PLAN.FOR.TRUNG.NGUYEN.LEGEND.TRUNG.NGUYEN.OFFICE stress, relax the spirit and bring a feeling of relaxation Creative inspiration for customers when working.

Trung Nguyen Legend maintains its iconic black and white uniforms, complemented by a historically significant neck bandana The key update is the replacement of the original logo with the Trung Nguyen Office logo, allowing for clear differentiation between the uniforms of the two brands.

7 Uniform of Trung Nguyen 22Y

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement It aims to leverage digital marketing strategies, including social media and content marketing, to reach a wider audience Additionally, the plan emphasizes the importance of customer feedback and market research to refine product offerings Collaborations with influencers and strategic partnerships are also key components to boost brand awareness Overall, the marketing strategy is designed to position Trung Nguyen Legend as a leader in the coffee industry.

It can be seen that Trung Nguyen Legend is one of the most famous brands in Vietnam

In recent years, the company's brand awareness has declined due to the pandemic, prompting the need for innovation to regain market position The team proposed the development of the Trung Nguyen Office, a co-working model designed to provide a quiet and comfortable workspace that enhances work efficiency Targeting individuals aged 25-40 in office-related industries, this model aims to attract a significant demographic of engaged employees To strengthen brand recognition, Trung Nguyen Office is positioned as "Where different ideas are born." The strategy includes refining product offerings, adjusting pricing, and implementing effective distribution models, while also focusing on communication tools, service processes, personnel management, and aesthetically pleasing facility designs.

Our analysis indicates that the Trung Nguyen Office's new service model is poised for success, marking a significant advancement for the Trung Nguyen Legend brand in sustaining and enhancing its long-term reputation.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and engagement It aims to leverage digital marketing strategies, including social media campaigns and content marketing, to attract a broader audience Additionally, the plan emphasizes the importance of customer feedback and data analysis to refine marketing efforts By creating unique and memorable experiences, Trung Nguyen Legend seeks to strengthen customer loyalty and drive sales growth Overall, the strategy is designed to position Trung Nguyen Legend as a leader in the coffee industry while fostering a deeper connection with consumers.

  Specific campaign: here will integrate communication tools with the goal of increasing awareness for customers

 Campaign name: Trung Nguyen Office - New generation office

The Covid-19 pandemic has significantly shifted our work habits, making many individuals feel overwhelmed by the pressure of returning to the office after being accustomed to remote work.

If you've been feeling trapped and depressed at home, Trung Nguyen Office offers a serene and comfortable environment designed to help you relax and boost your creativity With its modern design, this space is perfect for enhancing your productivity and achieving optimal performance at work.

 Big idea: Trung Nguyên Office - nơi những ý tưởng khác biệt ra đời o Stage 1: Attention

Advertising: build a viral video with the right time to cover on social networking platforms such as Facebook, Instagram, Youtube, to reach the target customers quickly.

Target audience: people who need to find a quiet place to work effectively.

Combined with Quang Dai to be the main character in the MV (reason: this artist's style is very suitable for the majority of office workers) o Stage 2: Interest

Convey the slogan: "Want to change the wind, there is Trung Nguyen"

Engage your customers with compelling videos that highlight the ease of using Trung Nguyen Office's services Capture the entire experience, from entering the shop to interacting with staff and exiting, to provide a clear visual representation of what customers can expect This approach not only showcases the convenience of the service but also enhances customer understanding and interest.

Give a voucher to use Trung Nguyen Office when customers come to Trung Nguyen Legend o Stage 3: Desire

Trung Nguyen Office has successfully integrated with popular TV stations like HTV, VTV, and THVL to enhance its online working efficiency This collaboration has fostered a culture of meeting deadlines outside of traditional restaurant settings, showcasing a modern approach to work.

Create a Facebook group "About the office" for everyone to give their opinions on the quality of the service.

Post articles about the new model of Trung Nguyen Office on review groups with a large number of participants.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand awareness and expanding market reach Key strategies include leveraging digital marketing channels, engaging with customers through social media, and creating compelling content that resonates with the target audience Additionally, Trung Nguyen Legend aims to strengthen partnerships and collaborations to boost distribution and visibility By implementing these strategies, the brand seeks to solidify its position as a leader in the coffee industry while fostering customer loyalty and driving sales growth.

Website design beautifully, interface full of information, improve quality of access, to help customers easily learn about Trung Nguyen's new model service.

Invite famous people to experience and give reviews

Place outdoor billboards and banners in densely populated areas to increase awareness of this new office service model o Stage 4: Action

Quantities are limited, call the switchboard or send a message through the website for faster and more convenient advice and booking.

Combined with promotions Link with some online companies to distribute promotional vouchers to employees

1 Timeline

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement Key strategies include leveraging digital marketing channels, promoting unique coffee experiences, and expanding the distribution network Additionally, the plan emphasizes the importance of customer feedback to refine products and services By aligning marketing efforts with consumer preferences, Trung Nguyen Legend aims to strengthen its market position and drive sustainable growth.

Tactical activities Who is responsible Start/completion

Focus on the core value of the s ervice

Design team & Pro duction team

Additional service development Diversify choices for customers

Conduct surveys using existing consumer databases or online m arketing tools to estimate new service prices.

Website development for booki ng

Expanding the store system in p rime locations

Advertising ã Video viral “Trung Nguyen Of fice - New generation office” ã Advertising in mass media ã Hanging Banners

Marketing team & De sign Team

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement By leveraging digital marketing strategies and social media platforms, Trung Nguyen aims to connect with a broader audience The plan emphasizes the importance of high-quality content that resonates with coffee enthusiasts, showcasing the unique heritage and craftsmanship behind Trung Nguyen's products Additionally, targeted promotions and collaborations with influencers will help drive sales and increase brand loyalty Overall, the strategy is designed to position Trung Nguyen Legend as a leader in the coffee industry while fostering a strong community of coffee lovers.

Public relations ã Book the KOLs, influencers.

Established Group FB: " Giới v ăn phòng”

Collect customer feedback to i mprove processes

Diverse payment methods in th e order process

Set up an operating system for good management

Training for employees in basic skills

Designing uniforms for employ ees

Equipped with modern office e quipment

  Further growth of the company

The control will be in the form of a comparison of the set marketing goals and the end results for each The following is the basis for the evaluation:

 Revenue from Monthly, Quarterly and Yearly Sales Report.

 Market Share from Annual Report Sales Year-end Internal Accounting

 Profits from year-end internal accounts.

 Brand awareness from Hire a market research company to evaluate once at the end of the year.

Assess the advancement of the Marketing program's implementation by evaluating whether it aligns with its intended objectives Identify the actions taken and those that remain unaddressed to ensure effective execution.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement through strategic initiatives Key components include leveraging digital marketing channels, optimizing social media presence, and implementing targeted advertising campaigns Additionally, the plan emphasizes the importance of customer feedback and market research to refine product offerings and improve service quality By fostering partnerships and collaborations, Trung Nguyen Legend aims to expand its market reach and strengthen its position in the competitive coffee industry Overall, the marketing strategy is designed to drive growth and establish a lasting connection with consumers.

 Evaluate the program's efficacy by reviewing customer feedback.

 To offer control actions, KPIs are tracked monthly and annually.

 Check to see whether the existing program has any issues? Are there any market developments that may have an impact on the execution strategy?

 Always keep track of sales and income for each month, comparing them to predicted revenue (growth or decrease) to determine the root of the problem.

Effective reporting of marketing program expenditures is crucial, particularly when actual costs deviate from projections Understanding the reasons behind these discrepancies allows organizations to refine their strategies This guidance will support businesses in crafting a successful marketing plan that aligns with their financial goals and optimizes resource allocation.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand awareness and customer engagement Key strategies include leveraging digital marketing channels, optimizing social media presence, and implementing targeted advertising campaigns Additionally, the plan emphasizes the importance of quality customer service and community involvement to strengthen brand loyalty By analyzing market trends and consumer behavior, Trung Nguyen Legend aims to position itself as a leader in the coffee industry, driving sales and fostering long-term growth.

1 Trang Thông tin điện tử Tổng cục Thống kê (29/12/2021) Báo Cáo Tình Hình

Kinh tế - xã hội quý IV và năm 2021 đã có những diễn biến đáng chú ý, phản ánh sự phục hồi và phát triển sau đại dịch Các chỉ số kinh tế chính cho thấy sự tăng trưởng ổn định, với nhiều lĩnh vực như sản xuất, dịch vụ và xuất khẩu đạt kết quả tích cực Tuy nhiên, vẫn còn một số thách thức cần giải quyết để duy trì đà phát triển bền vững trong tương lai Thông tin chi tiết về tình hình kinh tế - xã hội có thể được tìm thấy trong báo cáo của Tổng cục Thống kê.

Trang Thông tin thị trường nông sản cung cấp thông tin về chính sách ngành hàng cà phê Bài viết được truy cập vào ngày 20/5/2022, nêu rõ các quy định và hướng dẫn liên quan đến phát triển ngành cà phê Để biết thêm chi tiết, bạn có thể truy cập vào đường link: http://thitruongnongsan.gov.vn/vn/tID24992_Chinh- sach-nganh-hang-ca-phe-.html.

Cà phê cách tân tiên phong đang đáp ứng nhu cầu và thị hiếu của người dùng hiện nay Trang Zingnews đã nêu bật sự phát triển của loại hình cà phê này, nhấn mạnh tầm quan trọng của việc đổi mới trong ngành công nghiệp cà phê Để tìm hiểu thêm, bạn có thể truy cập vào bài viết trên Zingnews.

Trung Nguyên hiện đang giữ vị thế quan trọng trong thị trường cà phê Việt Nam, với nhiều chiến lược phát triển và đổi mới Công ty đã không ngừng mở rộng quy mô và nâng cao chất lượng sản phẩm để đáp ứng nhu cầu ngày càng cao của người tiêu dùng Bài viết trên trang Brand Vietnam phân tích sự phát triển và thách thức mà Trung Nguyên đang đối mặt, đồng thời đưa ra những dự đoán về tương lai của thương hiệu trong ngành cà phê.

%E1%BB%97i%20cafe%20v%C3%A0,canh%20tranh%20quy%E1%BA%BFt%20li

Mở quán cafe văn phòng là một cơ hội kinh doanh hấp dẫn cho người mới bắt đầu Bài viết của Đức Quân trên trang thông tin Sapo cung cấp những kinh nghiệm quý báu từ A đến Z, giúp bạn hiểu rõ các bước cần thiết để khởi nghiệp thành công trong lĩnh vực này Để tìm hiểu chi tiết, bạn có thể truy cập vào bài viết tại địa chỉ: https://www.sapo.vn/blog/mo-quan-cafe-van-phong.

Kinh nghiệm kinh doanh quán cà phê văn phòng Co-Working Space là một chủ đề quan trọng, giúp các chủ đầu tư hiểu rõ hơn về thị trường và nhu cầu của khách hàng Bài viết trên trang Thế giới máy pha cung cấp những thông tin hữu ích về cách tạo ra không gian làm việc thoải mái, thu hút khách hàng và tối ưu hóa doanh thu Để thành công, việc nghiên cứu kỹ lưỡng về đối tượng khách hàng và xu hướng tiêu dùng là rất cần thiết Hãy tham khảo bài viết để nắm bắt các chiến lược hiệu quả trong ngành kinh doanh cà phê văn phòng.

The marketing plan for Trung Nguyen Legend aims to enhance brand visibility and customer engagement through strategic initiatives By leveraging digital marketing channels and social media platforms, Trung Nguyen Legend seeks to connect with a broader audience and promote its unique coffee offerings The plan also focuses on building strong partnerships with local businesses and influencers to drive brand loyalty Additionally, targeted promotions and events will be organized to attract new customers and retain existing ones, ensuring a sustainable growth trajectory in the competitive coffee market.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and customer engagement By leveraging digital marketing strategies, the plan aims to attract a broader audience while maintaining strong connections with existing customers Key initiatives include social media campaigns, influencer partnerships, and content marketing to showcase the unique qualities of Trung Nguyen products Additionally, the plan emphasizes the importance of customer feedback to continuously improve offerings and adapt to market trends Overall, the objective is to solidify Trung Nguyen Legend's position as a leader in the coffee industry.

The marketing plan for Trung Nguyen Legend focuses on enhancing brand visibility and engagement through strategic initiatives Key components include targeted digital marketing campaigns, leveraging social media platforms, and optimizing content for search engines Emphasizing the unique qualities of Trung Nguyen's coffee products will attract a wider audience and foster customer loyalty Additionally, partnerships with influencers and local businesses can amplify outreach efforts, creating a community around the brand Continuous analysis of market trends and consumer feedback will ensure the marketing strategy remains effective and adaptive.

No Full Name Student ID Level of job completion (%)

Tiêu đề	Marketing Plan For Trung Nguyen Legend Trung Nguyen Office
Tác giả	Trương Việt Anh, Đỗ Lương Phương Trinh, Tống Viết Nguyên Đạt, Tăng Ngọc Như Ý
Trường học	Ministry Of Financial University Of Finance
Chuyên ngành	Marketing
Thể loại	Final Examination
Năm xuất bản	2022
Thành phố	Ho Chi Minh City

Định dạng
Số trang	75
Dung lượng	2 MB