event coffee experience day with highlands

All the smallest details in the selection of poetic materials and the decoration are paid attention to by Highlands Coffee, to enhance Vietnamese values, and to make Highlands Coffee bec

TRƯỜNG ĐẠI HỌC NGOẠI NGỮ - TIN HỌC THÀNH PHỒ HỒ CHÍ MINH

KHOA QUAN HỆ QUỐC TẾ

BÀI TIỂU LUẬN

KẾT THÚC HỌC PHẦN HỌC KỲ IINĂM HỌC 2021-2022

MÔN THI:QUAN HỆ CÔNG CHÚNG ĐỐI NGOẠI

Lớp: NG2001

Thành phố Hồ Chí Minh, tháng 06 năm 2022

TABLE OF CONTENTS

PART 1: ABOUT THE BRAND 3

1 Why do we choose this brand? 3

3 Objectives (S.M.A.R.T process) 15

4 Slogan & Key Message 16

5 PR PROGRAM 16

a Activity 1: Event: “Coffee Experience Day With Highlands ” 16

b Activity 2: Inaugurating The 1st Highlands’ tree planning day 21

PART 1: ABOUT THE BRAND 1 Why do we choose this brand?

In recent years, the coffee market in Vietnam has become more vibrant than ever with the entry of a series of domestic and foreign brands This means that there are many famous coffee brands on the market, which is a diversity for consumers But we still consider

choosing Highlands for the following reasons.

First of all, in terms of scale and history, Highlands Coffee is still a familiar name most closely associated with the nearly 20-year history of accompanying Vietnamese coffee culture The Highlands Coffee brand was born with the desire to elevate Vietnam's long-standing coffee heritage and spread the spirit of pride, harmoniously connecting tradition with modernity With nearly 300 shops in 21/63 provinces of the country, appearing in most buildings and commercial centers, in locations where heaven belongs to expensive goods, making it convenient to go On the other hand, Highland Coffee is probably the

most successful coffee chain in Vietnam today.

Second, Highlands Coffee uses clean, pure Vietnamese ingredients combined with a unique filter recipe, Highlands Coffee quickly conquers

the most demanding customers with its rich, "standard" taste in accordance with the right quality Since its first launch, with nearly 20 years of serving Vietnamese coffee to Vietnamese people, Highlands Coffee has been close to Vietnamese life, changing habits and giving Vietnamese people an experience completely new in enjoying and experiencing coffee, but still not losing the inherent traditional values.

Third, we choose Highlands Coffee because of the sincerity & meticulousness in each product stage All the smallest details in the selection of poetic materials and the decoration are paid attention to by Highlands Coffee, to enhance Vietnamese values, and to make Highlands Coffee become the most loved brand in terms of taste and style Modern Vietnamese coffee and tea, but still keeping reasonable prices, close and ready to serve every customer, anytime, anywhere.

2 History of establishment

Highlands Coffee was founded in 1999 by an overseas Vietnamese businessman named David Thai with a strong love for his homeland, ready to leave his family in the US to return to Vietnam to set up a business.

Viet Thai Group was founded by David Thai and is also the owner of Highlands Coffee By 2008, David Thai's Viet Thai group had served more than 4 million cups of coffee and 2 million meals to 5 million customers This is an extremely respectable number for established coffee and fast food brands in Vietnam.

In 2009, Viet Thai Group opened up to 80 sales points in the provinces of Hanoi, Ho Chi Minh City, Da Nang, Dong Nai, and Vung Tau In 2011, Highland had 50 stores and also bought the Pho 24 chain for $20 million.

The main products of Highlands Coffee are beverages (including soft drinks, coffee, fruit juices, ) and fast food (including bread and meat)

a.Name of company

Highlands coffee is inspired by the symbol of the harmony of mountains, land, and water flow in the sunny and windy Highlands This image also confirms the origin or quality of the company's coffee.

b.Field of business

Highlands Coffee is currently an enterprise operating in the F&B segment, mainly focusing on two business segments:

At Highlands Coffee chain: Products are beverages (coffee, ice, fruit tea ) and fast food (bread).

Consumer channels such as supermarkets, traditional markets, and grocery stores: Highlands Coffee sells black coffee or milk in the form of a powder that can be packaged or packaged as a liquid in cans and boxes for easy movement and storage

Coffee products are produced and sold by the company itself, including:

Highlands Coffee Roasted Highland Black Coffee Highlands Instant Coffee Highlands Coffee canned milk Culi Highlands Coffee

In addition to coffee, the Highlands brand also develops other product lines to accompany and give as gifts to the company's customers It is a thermos bottle, Highlands porcelain cup, and special products for each holiday.

c.Achievement/ Awards

Leading the Vietnamese coffee market

The most successful franchised chain of coffee and fast food stores in Vietnam

Highlands has a total of more than 300 chain stores across 21 provinces in Vietnam

Bringing corporate culture to consumers, when thinking about coffee and Vietnamese values, customers feel proud of highland through each cup of coffee and Vietnamese values, customers feel proud with highland through each cup of filter coffee, each cup of tea, each dish, and each design style of the shop.

Proving to customers that the position and quality of the Vietnamese-branded coffee chain are no less competitive than any international brand.

d.Company’s reputation

In 1999, David Thai launched the Highlands Coffee brand.

In 2002, Viet Thai Group - Owner of Highlands Coffee was established Initially, there were only 2 chain stores, including the first coffee shop in Ho Chi Minh city Then they added a new store in Hanoi.

In 2011, Viet Thai International sold 49% of its business in Vietnam and 60% of its business in Hong Kong to Jollibee of the Philippines for $25 million Under the leadership of Jollibee, Highlands coffee has changed towards the level of "popularization" and achieved the current success.

Up to now, the company has more than 300 coffee shops across the provinces of the country This

contributes greatly to the economy and mainly to the Vietnamese coffee market.

3 Vision and mission

In 1999, Highlands Coffee was born with the vision of becoming a Vietnamese coffee brand, using the raw materials from Vietnam to honor the typical "filter-making" culture and serve the Vietnamese people.

For Highlands Coffee, the aspiration is to elevate the development of Vietnam's long-standing coffee heritage and spread a proud spirit that blends tradition and modernity The hand selection and refining of clean, quality coffee beans bring the most authentic taste.

Born to serve Vietnamese values, every day at Highlands Coffee is proud to bring customers delicious filter coffee, delicious tea, and typical Vietnamese dishes full of childhood memories are the dear "Banh Mi - Phin Sua Da" duo, who have become the best friends in the "hungry" meals of many diners coming to the restaurant.

All the smallest details in the selection of raw materials and the decoration are paid attention to by Highlands Coffee, to enhance Vietnamese values, and to make Highlands Coffee become the most loved brand in terms of taste and style Vietnamese coffee and tea are modern but still keep reasonable prices, close and ready to serve every customer, anytime, anywhere.

That mission is expressed by very methodical and specific business strategies such as focusing on development and research to serve the Vietnamese community with quality, stable and palatable products at affordable prices pocket-friendly.

With nearly 300 coffee shops in 21 provinces and cities and more,

Vietnamese people can now enjoy delicious coffee and delicious tea in a close, comfortable space where there is interference between traditional and modern features, bold Vietnamese.

The human spirit of the Vietnamese people is also spread by Highlands Coffee through community activities such as sponsoring, exchanging, and helping organizations and schools in the country And Highlands Coffee understands that environmental protection campaigns will still be the long-term orientation of the whole brand.

It is the desire to spread Vietnamese origin and the pride to serve Vietnamese people that has helped Highlands Coffee never deviate from its mission in a single day.

1 Target Audiences Demographic Objects: office workers, students, pensioners

Age: 20 - 50 years old (tends to rejuvenate)Income: >= 5,000,000 VND (depends)

Purpose: sitting, working, relaxing, dating, meeting friends,

talking, discussing business.GeographicPresent in big cities, areas with high population density & developed economy.

For example: Ho Chi Minh, Hanoi, Da Nang, Hai Phong, Can Tho, Dong Nai, Binh Duong,

Features: Downtown area Near high-class residential areas, intersection corners, commercial centers, shopping areas Nice location and large area.

Psychographic Buying psychology: Highland is a product with a long-standing, reliable brand

Purpose of purchase: hobbies, habitsSpace: has a beautiful, clean, luxurious and quiet spaceEasy to attract products based on what characteristics: open space with Vietnamese customers & familiar with foreign customers.

Behaviors Highland has a mid-range price, "not too cheap but not too expensive" suitable for many target groups, especially office workers

Highland also has many offers, giving buyers more choices Buyers will not hesitate to choose Highland over other brands.Characteristics and requirements of the object: Customers want to enjoy well-invested, clean dishes and drinks A place that you not only come to drink water but it is also a place where you can go to study, meet friends and partners At Highland, there are also combos for you to choose from This is a convenient choice for customers when choosing a quiet place for breakfast and lunch.

2 S.W.O.T Analysis

Highlands is a local brand in Viet Nam that has over 20 years of

experience in the coffee sector, Highlands holds the top 1 position in coffee brands in Vietnam

High reputation and recognition in the market, besides also maintaining the quality for over 23 years since its presence in the market.

Create a clear direction and image for the brand, creating a high awareness for the coffee chain that is both modern and modern, but still retains the traditional character.

Materials are imported directly in Vietnam with a clear origin, bringing great products to customers

Diversity of products including freezes, teas, and coffees; especially coffee products are still being improved to harmonize between modern and traditional

Has a prime store location and many stores in the area, it also makes it easy for customers to find a store to buy products

Competition between other domestic and foreign brands present in the market

The price is high, so it is difficult to reach many customers even though there are many campaigns to reach but it is not feasible

Highland customer service has not met expectations and staff training is not effective

Highlands stores are only available in big cities Therefore, many customers do not know the Highlands brand

Expanding overseas markets by taking advantage of currently available resources such as shops, market share, materials,

Expanding target customers, because Highlands has more than 20 years of experience, will grasp the market and coffee preferences of customers in Vietnam.

The cost of raw materials from the locals is cheap, so it will reduce the cost as well as the product price to reach more target customers.

Compete with big brands in the world and popular brands in the country

Competition between popular drinks, for example, young people now prefer milk tea to coffee, leading to a decrease in sales of Highlands due to changes in customer preferences.

3 Objectives (S.M.A.R.T process)

Getting feedback and responses from customers who are conscious of Highland’s products or promotions.

Having more products in 6 months

Getting feedback and responses from customers who are conscious of Highland’s products or promotions.

Having more products in 6 months

Increase income, consumers as well as customers.

Grabbing attention from more than 2000 potential customers.

Mode: questionnaire sample Implement:

Activity 1: experience all types of coffee and how to make coffee in Highland and interact with celebrities

Activity 2: Planting tree - 1 month since opening the fund

To increase the brand’s popularity in the F&B industry as well as increase the image of Highland Coffee in Vietnam

Demonstrate the large market share in the coffee industry with a large number of chain stores for clients

Increasing the market share and the number of products

S

4 Slogan & Key Message

Vì tương lai “lá phổi xanh” của thế hệ mai sau (English: More trees stay, keep pollution far a way – for a better future )

=> Meaning: Currently, the world has witnessed one of the biggest environmental troubles – Pollution As a matter of fact, air – a necessary natural element for life – has been polluted heavily Besides, a few iconic natural disasters have become even more dangerous than in the past such as a flood On the other hand, the solution for both above problems is extremely simple: Planting Trees By that, Highland Coffee would like to contribute abilities to green up back the jungles in Vietnam as much as possible with the hope to create a huge impact on the current situation and also maintain a healthy future for the next generations

5 PR PROGRAM

a Activity 1: Event: “Coffee Experience Day With Highlands ” Objective:

Attracting the society, re-raising the brand’s awareness & enhancing the trust of loyal customers as well as spreading the brand’s image to potential customers

Promoting the current coffee lines which Highland is selling & introducing the highland’s environmental protected fund

Target Audience

Age: Various (Mainly over 16) Gender: Both Male & Female Date & Time:

Location: District 7, Ho Chi Minh City.

Number of participants: 100 - 150

numberer of people reaching the information: Over 2000 Number of articles written about the event: 5 articles

Organizing a coffee-making event offline in district 7 at Bán Nguyệt Lake Participants themselves will experience making coffee by “phin” – a traditional coffee tool and be guided to explore different kinds & tastes of coffees that are provided by Highlands such as Robusta, Arabica, etc Highlands ‘different beverages are also available for sale to customers who have demand such as blended coffee, tea, etc

This event is also promoting the Highland Fund for green-up jungles in Vietnam Starting from (1/7/2022 – 4/9/2022 ), each product purchased by a customer will save up to 10000 VND for the activities of planning trees The first tree planting day will be celebrated 1 month after After the first time, every next planning day will be 1 times/6 a month