So Sánh 2 Thương Hiệu Koi Và Gongcha

*Koi and GongCha  KOI  GONGCHA • 2006 : Koi Café was founded • 2006 : Gongcha was established • 2007 : The first oversea store • Quality comes first: safety, was opened in Singapore healthy, tasty • Years after, Gong Cha is now • 2013 : 46 branches worldwide popular with consumers all over the world 2 3/7/24 Question 1  What are the reasons for the success of KOI bubble tea and GONGCHA since its joining in Vietnam market? What do you view the most important factors that have contributed to the growth of both companies? KOI GONGCHA Brand Since 2007 in Taiwan Since 2006 in Taiwan Quality One of the most popular brand Service Location Ingredient is The freshest brewed imported from tea that we change Taste Taiwan it every 4 hours The manufacturing process ensures high quality of products (tea and toppings) Mostly take away Take away and in Professional store Well-trained staff, friendly, enthusiastic Shopping mall, city center New, Strange and Ex: Milk Foam Variety Gongcha Can choose the amount of sugar and ice Ex: Macchiato The most important factors : Question 2  What are the key components of KOI and GONGCHA’s integrated marketing communications program? Discuss the role IMC has played in helping build the KOI and GONGCHA brand *Sales Promotion Koi: 300 cups of milk tea free on the Opening day Free samples *Sales Promotion  Gong Cha: discount 20% and 100 gifts for the first 100 customers on the Grand Opening *Digital marketing *KOI facebook websit foody e *GongCha facebook websit foody e *Advertising  Words of mouth *The 1 2 3 role IMC Get.the Promote Maintain the had customers’ more people reputation of playe attraction to try their the brand in d products Vietnam market Question 3  Evaluate KOI’s decision to enter the VIETNAM market of both companies *Cons Many competitors: Conceptua Briefing Execution Finalization l Sketching Proof Refining *Pros Other brands: Teenagers & and KOI & GongCha: ages from Students ( secondary school, 19 to 35 ( students and high school, university ) clerks ) Create a new look opinion about Milk Tea - More professional - Unique flavour