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Customers: Trang 12 -Trung Nguyen coffee''''s target customers are men, aged 25 - 45, income group AB, like things related to business and economics and have an enthusiastic attitude towar
VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION MIDTERM REPORT TRUNG NGUYEN LEGEND COFFEE COURSE: SERVICE MARKETING (704129) Lecturer: Dr NGUYEN LE THAI HOA Group: GEN YES Members: NGUYEN THI THAO HIEN - 721H0655 CAO TIEN HUNG – 721H0659 NGUYEN LE HONG LAM – 721H0051 BUI VAN KHUONG – 720H0084 NGUYEN THI KIM THOA – 721H0135 NGUYEN PHAM HUONG TRA – 518H0676 HO CHI MINH CITY, 10/2023 LECTURER’S COMMENT - Ho Chi Minh City, October 2023 Lecturer MEMBER ASSESSMENT TABLE Number Name Level of completion NGUYEN THI THAO HIEN 100% CAO TIEN HUNG 100% NGUYEN LE HONG LAM 100% BUI VAN KHUONG 100% NGUYEN THI KIM THOA 100% NGUYEN PHAM HUONG TRA 100% Contents MEMBER ASSESSMENT TABLE BUILDING TEAM’S BRAND NAME PROJECT I.INTRODUCTION Brand name Product 10 Customers: 11 II MARKET OVERVIEW 12 Overview of Vietnam Coffee Market 12 Analyze SWOT 13 III BASIC FOCUS STRATEGY ANALYST 15 IV 8Ps MARKETING MIX 16 Product Strategy 16 a Lovelock's Classification 16 b Flower of service 16 c Flowchart of service delivery 17 d Flowchart of service development 18 e Next service development 19 Pricing Strategy .22 Place Strategy 23 Promotion Strategy 24 People 25 Process 26 Physical Evidence .27 Productivity 29 VI CONCLUSION 30 BUILDING TEAM’S BRAND NAME PROJECT TEAM’S BRAND NAME: Gen Yes "Gen Yes" is the fusion of the two syllables "Gen" and "Yes," stemming from the concept of "Generation Yes" - the younger generation with a positive mindset and a willingness to confront challenges, change, and new opportunities This is reflected in their collaborative working style, with the goal of driving change and supporting positive ideas Furthermore, Gen Yes also celebrates a positive mindset and the ability to embrace "Yes" in the face of life's opportunities and challenges SLOGAN: “Dám Nghĩ Dám Làm” Send a powerful message about a positive mindset and the determination to face challenges and opportunities, including three key elements: Positive Thinking: The group continually encourages positive thinking, exploring new ideas, creativity, and better approaches Readiness to Face Challenges: It reflects the fearlessness in the face of difficulties, always prepared to embark on a challenging journey to achieve larger goals Action: "Dare to Think, Dare to Do" is not just about thinking and dreaming, but also encourages action to turn ideas into reality through specific and resolute steps This slogan embodies the spirit and goal of the group for creativity, determination, and positive action in all aspects of life and work LOGO: With the infinity symbol, we symbolize the limitless potential of the younger generation It represents continuous growth, ongoing exploration, and unrestricted thinking This symbol encourages us to expand boundaries and seek new and creative approaches in both work and life As for the chain symbol, with the combination of a range of warm and cool colors, it reflects the diversity within each individual in the group while also honoring a spirit of unity and positive interaction among the members We aim for a common goal through strong interaction and collaboration, regardless of individual differences Document continues below Discover more from: Service Marketing 704032 Đại học Tôn Đức… 160 documents Go to course 53 Chiến lược marketing Baemin Service Marketing 100% (11) BÔNG HOA DỊCH VỤ CỦA PHÚC LONG Service Marketing 100% (8) Trắc nghiệm địa 12 146 full Service Marketing 100% (7) Cuộc chiến 33 ông trùm thương m… Service Marketing 100% (4) Bài tập quan sát 37 Shopee Lazada Service Marketing 100% (4) Lựa Chọn Thị Trường Mục Tiêu Của Cafe… Service Marketing 83% (6) I.INTRODUCTION Brand name a Overview - Trung Nguyen Group is an enterprise operating in the fields of coffee production, processing and trading; franchise; distribution services, modern retail and tourism Trung Nguyen Coffee is one of the leading famous brands in Vietnam and is present in more than 60 countries around the world b Meaning of the brand name Trung Nguyen Legend - According to Mr Dang Le Nguyen Vu, Trung Nguyen has two meanings: “First, the Central Highlands is the central plateau, the central plateau Second, when I read swordplay stories in the past, I knew that the Central Plains were the central land of China Whoever conquers the Central Plains will become the world's hegemon I wanted to be the world's hegemon, so I named it Trung Nguyen Just simple as that That is not ambition but aspiration We must globalize Trung Nguyen, we must bring Trung Nguyen to the world." c Slogan: "Khơi nguồn sáng tạo" - Mr Dang Le Nguyen Vu wishes to build the Trung Nguyen coffee brand to arouse aspirations in every Vietnamese person, inspire and promote innovation for those who enjoy coffee Besides Trung Nguyen brand coffee, users always have new and creative ideas to create success for themselves, their families and the prosperous development of the country d Logo - Color: Trung Nguyen logo uses basic colors black and white, creating a relatively harmonious and calm whole In particular, the circle in the logo is not taken care of, but is a spontaneous and creative brush stroke, a scribbled line at night that brings the quintessence and rich flavor of coffee to life - Sun symbol: Starting from the center, this is a circle drawing the sun with rays of light These rays of light represent the basic elements of the universe: Heaven, Dam, Fire, Thunder, Wind, Water, Mountain, Earth The sun is life, representing the Supreme Being and human life is a cyclical succession The light from the central sun also has the meaning of illuminating and dispelling bad air - Sun, moon and heart symbols: The sun, moon and heart symbols are located alternately, corresponding to the rays of sunlight, symbolizing the movement and harmony of the laws of the universe and the laws of emotions This clearly demonstrates the ideas and thoughts of Mr Dang Le Nguyen Vu in the new period, honoring the beauty of the awakened lifestyle, and of the people who pursue that lifestyle It is crystallized from commitment, selfless service and a spirit of discipline, overcoming oneself as well as always aiming for truth, humanity and beauty in every individual's actions - "Energy Coffee - Life-changing Coffee": the lines on the Trung Nguyen logo represent energies: + Creative Energy + Rich Energy + Success Energy + Happy Energy + Love Energy - Sharing in Contemporary Businessman, Mr Dang Le Nguyen Vu - head of Trung Nguyen Group explained the red arrow - the only prominent color in the Trung Nguyen cafe logo image: this is the image of how the rhythm of the Rong house in the Central Highlands is the inspiration for coffee and the place that produces bitter-sweet coffee beans; The arrow pointing upward represents Trung Nguyen's will to always conquer the peak and its desire to develop and rise The white lines on the logo are a stylized symbol of the entrance to the stilt house, imbued with the cultural identity of the Central Highlands In particular, the white color in the logo is also a symbol of purity with a commitment to food safety According to feng shui, white lines also symbolize Earth - Heaven - Humanity e Company vision - "Becoming a corporation that promotes the rise of Vietnam's economy, maintains national economic autonomy and arouses and proves a desire for Dai Viet to explore and conquer." Overcoming many challenges, up to now, Trung Nguyen Legend has affirmed its position as a domestic Dominating Group Conquering the world with special - different - unique products, models, services, and projects f The mission of the company - Creating a leading brand by bringing coffee drinkers creative inspiration and pride in Trung Nguyen style imbued with Vietnamese culture e Next service development Market development and exploitation strategy Trung Nguyen's business strategy focuses on developing and exploiting the market After successfully conquering the domestic market, Trung Nguyen began to make strides to penetrate the regional market In 2000, the first franchise was opened in Singapore However, the real success began in 2002, when Trung Nguyen entered the Japanese market Trung Nguyen uses a market penetration strategy to expand its scale Along with that, Trung Nguyen's G7 instant coffee is also officially distributed in the distribution system of Asia's leading retail group, EMart (Korea) In addition, Trung Nguyen also entered the US market with the goal of producing and distributing high-quality coffee Growth strategies with diversification In addition to applying traditional distribution methods, Trung Nguyen's business strategy aims to build diversity in customer experience The integration of coffee-tourism models creates different experiences Customers can experience coffee culture combined in exclusive tours of Trung Nguyen Trung Nguyen's International Business Strategy In its international business strategy, Trung Nguyen chose Singapore as its first destination After that, the group achieved much success in Japan with the distribution chain system Besides, Trung Nguyen aims to conquer fastidious markets such as the US and South Korea Currently, Trung Nguyen's products are present in more than 60 countries and territories In its strategy to penetrate the global market, Trung Nguyen combines two forms: direct export and franchising In foreign markets, Trung Nguyen aims to build a Vietnamese-style café model Not only bringing Vietnamese culture to promote but also making a difference with foreign brands like Starbucks Pricing Strategy Trung Nguyen is a famous coffee brand from Vietnam and has made significant strides in the coffee industry, particularly in the areas of roasted and ground coffee and instant coffee Competition in this industry is fierce, and Trung Nguyen has chosen a pricing strategy based on competitors such as Highland, Phuc Long, and Starbucks Trung Nguyen prices its products at an average level, lower than Starbucks, Phuc Long, and Highland, to target customers with lower incomes who still desire high-quality, luxurious coffee with a relaxing atmosphere after a busy day However, despite the lower prices compared to its competitors, the quality of Trung Nguyen's products and services is on par with its rivals Here are some reasons for Trung Nguyen's choice of a price-based strategy in response to competitors: Competing in the mid-price segment: Trung Nguyen can choose a price - strategy to compete in the mid-price segment, targeting middle-income consumers This can attract a large customer base, especially in an economy like Vietnam, where lower coffee prices can appeal to a broad consumer base Driving sales volume: A low-price strategy can help Trung Nguyen increase sales volume and expand its customer base This can contribute to increasing overall profits through significant sales numbers Gaining a competitive edge: A low-price strategy can help Trung Nguyen compete effectively with competitors, especially international brands like Starbucks, which tend to have higher prices By keeping prices low, Trung Nguyen can attract cost-conscious consumers who don't want to spend too much on coffee Building brand and market share: A low-price strategy can help Trung Nguyen build its brand in consumers' minds and increase its market share This can position them strongly in the coffee industry and create widespread recognition Place Strategy - Trung Nguyen operates various types of stores and product retail locations across Vietnam and internationally Trung Nguyen Legend Coffee Shop: This is a coffee shop concept where you can enjoy coffee, beverages, and food in a comfortable ambiance These stores typically offer a diverse menu and feature modern or traditional decor Trung Nguyen E-Coffee: E-Coffee is a quick-service format designed for customers who want to purchase coffee for takeout or even have it delivered These locations often have multiple service counters and provide fast ordering Trung Nguyen G7 Mart: G7 Mart is a convenience store format, primarily focused on selling Trung Nguyen's G7 coffee products, G7 iTaste, and other food items Trung Nguyen Legend Showroom: Showrooms are places where you can purchase coffee products, coffee machines, and related accessories This is where you can explore and buy high-quality Trung Nguyen coffee products Retail Outlets in Supermarkets and Convenience Stores: Trung Nguyen produces various types of instant coffee and ground coffee filter bags available in supermarkets and convenience stores - As of now, the Trung Nguyen Legend system owns over 70 stores nationwide and shows no intention of stopping at a particular number but continues to invest in expanding and growing - The operating hours of these stores may vary, but they typically fall within the range of 8:00 AM to 10:00 PM, including delivery services, ensuring that customers can enjoy a cup of energy coffee at any time Promotion Strategy Campaign: "Cùng Trung Nguyên Legend – Đón Tết Khác Biệt – Tết Đặc biệt" a Mission - "Awaking the youth" during the Tet holiday in a different and special way Trung Nguyen Legend chooses a different path: to awaken the dreams, aspirations, and commitment to success in the youth by spreading endless inspiration about the efforts and dedication of the young people to achieve success - The Future of the Nation: Understanding the "value" and future that the young people of Vietnam possess: their proactiveness, creativity, fearless spirit, seizing opportunities to develop, Trung Nguyen Legend places full trust in the Vietnamese youth They strive not only for "changing their own lives" but also have a consciousness of the strength and resilience of the nation With this mindset, Vietnam will confidently stand shoulder to shoulder with friends around the world - Journey with 30 million young Vietnamese: Success in the future of each individual is usually a result of inner thoughts and actions Understanding one's own worth and committing oneself often leads to positive outcomes b Message - "Awaking" the young people to believe in themselves, commit to achieving their aspirations, and thereby contribute to the transformation of the nation, making it different and special c Media - Viral Clip: "The 2020 Challenge between Vietnam, Russia, and the USA" – collaboration with 1977 Vlog - Released the MV "Huong Duong" featuring Rapper Wowy d Integrated Marketing Communications (IMC) - The specific IMC strategies and tactics would include various channels such as social media, influencers, traditional advertising, and events to ensure that the message of the campaign reaches the target audience effectively and consistently People - Currently, Trung Nguyen Coffee indirectly creates employment opportunities for more than 15,000 laborers through its network of 1,000 franchised coffee shops nationwide a In the role of service staff - Trung Nguyen places certain requirements on candidates They should possess an open and friendly attitude, particularly the ability to listen and be patient Moreover, working as service staff at Trung Nguyen requires the capability to handle high-pressure situations while maintaining a cheerful and enthusiastic demeanor towards customers The coffee shop's uniform emphasizes simplicity and a close connection with black and white colors, aligning with the distinctive Trung Nguyen style Additionally, when taking on this role at Trung Nguyen, you will have the opportunity to participate in training sessions that enhance your service skills and benefit from the experience shared by the store's management b Security guard - This is a recruitment position intended for individuals who are physically fit, agile, friendly, and enthusiastic as it involves the responsibility of monitoring and handling vehicles, which can be quite strenuous Additionally, Trung Nguyen prioritizes candidates with honesty, sincerity, and clear backgrounds for this position c Communication and Customer Care - Trung Nguyen also maintains a team of professional social media platform managers who help promote advertising campaigns and provide business information They are always ready to assist and address customer inquiries Furthermore, each store provides complete phone numbers for customer support during the communication process Process - At the physical stores, Trung Nguyen provides professional training to its staff to ensure that customers have the best experience from both the exterior and interior of the store You only need to step up to the counter, place your order, make payment online or in cash, and wait for a moment to enjoy Trung Nguyen's energy coffee Trung Nguyen has developed both self-service models for larger stores and full-service models for smaller retail locations - For online purchases, Trung Nguyen E-Coffee collaborates with reputable and reliable delivery services such as Grab, Giao Hang Nhanh, Giao Hang Tiet Kiem, Viettel Post, and an in-house delivery team, ensuring that products are delivered directly to customers nationwide When placing an order, customers will be contacted a maximum of two times and provided with an order number for easy tracking Trung Nguyên also supports various payment methods, both electronic and direct, to optimize convenience for customers Physical Evidence a Store design - The design of Trung Nguyên coffee shops incorporates a bright and vibrant color scheme The harmonious color coordination across interior and exterior spaces, signage, menu boards, and logos creates a balanced and visually appealing atmosphere that captures the attention and fascination of every observer - Trung Nguyen coffee shops embrace a modern atmosphere The target audience for Trung Nguyen coffee shops primarily includes young individuals, laborers, workers, office employees, students, and those with lower incomes As a result, the interior space of these coffee shops exudes a modern, youthful, and dynamic aesthetic - The interior furnishings are thoughtfully arranged in the design of Trung Nguyen coffee shops When operating a franchised Trung Nguyen coffee shop, an effective business can be run in spaces as compact as square meters Given the limited space, the interior design is meticulously organized to optimize the use of space while maintaining a modern and elegant appearance The design of Trung Nguyen coffee shops focuses on minimalistic beauty and modernity, resulting in a spacious, cool, and well-ventilated environment with ample room for easy movement and circulation b Packaging design - Trung Nguyen continuously evolves its product packaging Notably, in packaging design, they have made a bold departure from traditional brown coffee cup imagery, adopting a black-and-white color scheme combined with images of world-renowned figures and inspiring phrases related to ambition, success, and the application of the most modern printing techniques Productivity - The birth of the remarkable “Ca phe nang luong – Ca phe doi doi” Trung Nguyen Legend which includes Trung Nguyen Legend Special Edition, Trung Nguyen Legend Classic, represents the first tangible step in the technological transformation It's worth noting the exceptional nature of this transformation, characterized by an advancement in technology where Trung Nguyên Legend employs the most cutting-edge NANO technology, combined with Eastern secrets, to ensure the round and delicious taste of the finest coffee beans selected from Arabica Cau Dat and Robusta Buon Me Thuot - Taking inspiration from nature and the famed Weasel coffee, Trung Nguyen's experts have dedicated themselves to research and develop the "biofermentation" technology This technology successfully replicates the secrets of coffee fermentation as it naturally occurs in the wild Civet's body, creating a unique coffee raw material for the Trung Nguyen Legend Life-changing Coffee - Trung Nguyen's performance is evident in the continuous growth and expansion of the brand Every year, Trung Nguyen welcomes numerous customers, garners significant interactions on social media platforms, and secures its place in numerous prestigious awards - VI CONCLUSION - Trung Nguyen Legend is a Vietnamese coffee brand that has become a symbol of excellence in the art of coffee making With a rich history rooted in the heart of the coffee-loving country, this brand has consistently delivered outstanding coffee experiences to its consumers From the meticulously sourced and roasted beans to the enchanting aromas and the distinctive flavors, Trung Nguyen Legend Coffee has set a standard that few can rival Savoring a cup is like embarking on a sensory adventure through the lush coffee plantations of Vietnam Trung Nguyen Legend's commitment to sustainability, ethical sourcing, and the empowerment of local coffee farmers makes each cup more than just a delight for the taste buds It is a source of pride in supporting a brand that values both quality and social responsibility Trung Nguyen Legend Coffee is a testament to the dedication and passion of those who have crafted every blend and variety with care and expertise It has become an icon for coffee enthusiasts worldwide, representing the epitome of Vietnamese coffee culture - In conclusion, Trung Nguyen Legend Coffee is more than just a brand; it is a symbol of Vietnamese excellence It is a coffee that is made with love, care, and a deep respect for the coffee-making tradition Trung Nguyen Legend Coffee is a coffee that is meant to be savored, enjoyed, and shared with loved ones - - REFFERENCES https://thietkenoithatatz.com/thiet-ke-quan-cafe-trung-nguyen/ https://viecoi.vn/cam-nang-nghe-nghiep/chi-tiet-trung-nguyen-legend-tuyendung-bat-mi-bi-kip-cho-cac-ban-sinh-vien-phong-van-thanh-cong-tai-trungnguyen-legend-996.html https://nhahangso.com/chien-luoc-kinh-doanh-cua-trungnguyen.html#3_Muc_tieu_chien_luoc_cua_Trung_Nguyen Trung Nguyên Legend: Hành trình khác biệt làm nên điều đặc biệt (brandsvietnam.com) Chiến lược marketing Trung Nguyên - Thương hiệu Tỉnh thức (nhahangso.com) Chiến dịch quảng cáo cà phê Trung Nguyên | Brade Mar https://khoalichsu.edu.vn/y-nghia-slogan-cua-ca-phe-trung-nguyen/ https://xaydungso.vn/bai-viet-khac/thuong-hieu-logo-cafe-trung-nguyen-uy-tinva-chat-luong-hang-dau-vi-cb.html https://brademar.com/khach-hang-muc-tieu-cua-ca-phe-trung-nguyen/ More from: Service Marketing 704032 Đại học Tôn Đức Thắng 160 documents Go to course Chiến lược marketing Baemin 53 Service Marketing 100% (11) BÔNG HOA DỊCH VỤ CỦA PHÚC LONG Service Marketing 100% (8) Trắc nghiệm địa 12 full 146 Service Marketing 100% (7) Cuộc chiến ông trùm 33 thương mại điện tử Shopee &… Service Marketing 100% (4) More from: Hương Trà Nguyễn Phạm 114 Đại học Tôn Đức Thắng Discover more JD Tiếng Anh - 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