services marketing topic analysis of marketing strategy 7ps of phuc long coffee tea brand

THE MINISTRY OF FINANCE

Nguyễn Thị Ki u Di m (1921005387) ề ễNguyễn Thị Ki u Di m (1921005388) ề ễTrương Thị Tố My (1921005533)Phan Thị Anh Thư (1921005683) Hoàng Ngọc Hải Yến (1921005805)

Table of contents

I.Introduction 1

1.1 Reasons for choosing the topic 1

1.2 Research objective 1

1.3 Introduce about Phuc Long Coffee & Tea 1

1.3.1 History of establishment and development process 1

IV Analyzing the Marketing Mix (7Ps) Strategies 7

4.1 Services Product strategy 7

4.2 Pricing strategy 10

4.3 Distribution strategy 14

4.4 Promotion strategy 18

4.5 Service processes management 23

4.6 Physical evidences management 28

4.7 People management 32

4.7.1 Human resource organization model 32

4.7.2 The people factor determines service quality. 34

V Evaluation & recommendation 36

5.1 Services product strategy 36

5.2 Pricing strategy 36

5.3 Distribution strategy 37

5.5 Service processes management 38

5.6 People management 39

5.7 Physical Evidence 39

CONCLUSION 40

REFERENCES 41

TABLE LIST

Table 4.1: Price list of some products at Phuc Long 10 Table 4.2: Positions and duties of each position at Phuc Long Coffee & Tea shops 33

PICTURE LIST

Figure 2.1:Overall Buzz Volume about Coffee Shop Chains in Vietnam in 2020 3

Figure 2.2: Revenue and profit of Coffee Shop chains in Vietnam over the years 4

Figure 3.1: Competitor-based positioning map 7

Figure 4 1: The pricing tripod 11

Figure 4.2: Phuc Long kiosk model at Vinmart New City - Distrisct 2 15

Figure 4.3: The dense order of the Phuc Long Kiosk model is arranged inside Vinmart 15

Figure 4.4: Phuc Long Phan Xich Long branch Phu Nhuan district– 16

Figure 4 5: Number of stores of Phuc Long and competitors 17

Figure 4.6: Information and Physical Processes of the Augmented Service Product 17

Figure 4.7: Phuc Long Gift Card program 20

Figure 4.8: 20k voucher promotion 21

Figure 4.9: The flowchart of Phuc Long Coffee & Tea 23

Figure 4 10: The blueprint of Phuc Long Coffee & Tea 26

Figure 4 11: Phuc Long Coffee & Tea Logo 28

Figure 4 12: Phuc Long Dinh Tien Hoang Branch, District 1 29

Figure 4 13: View at Phuc Long Pho Quang branch, Tan Binh district 30

Figure 4 14: Some designs of Phuc Long Coffee & Tea 31

Figure 4 15: Human resource organization model at Phuc Long Coffee & Tea 32

I Introduction

1.1 Reasons for choosing the topic

Vietnam has always been considered an attractive coffee and tea chain business market with market size of about 1 billion USD/year (according to research by Euromonitor) This is also a very competitive and tough market because of the presence of countless brands In which, the most prominent brands can be mentioned such as The Coffee House, Phuc Long Coffee & Tea, Highlands Coffee, Cong Coffee Each brand has a different style, drink, price, and service, but the common point between them is that they are all famous and extremely familiar brands for Vietnamese consumers The reason these brands are able to succeed and stand firm in the fiercely competitive market is partly due to an effective 7P marketing mix strategy Therefore, the writer wants to know how these brands build and execute their marketing strategies The writer chooses Phuc Long Coffee & Tea as the object of the writer's research and the topic that the writer chooses is "Analyze marketing mix 7P's strategy of Phuc Long Coffee & Tea in

Vietnam market." 1.2 Research objective

- Research and analyze the current situation of Phuc Long Coffee & Tea marketing mix activities, including elements of services product, price, distribution, promotion, service processes, physical evidence, people

- Make comments, evaluate and propose solutions to improve the 7P marketing mix strategy for Phuc Long Coffee & Tea

1.3 Introduce about Phuc Long Coffee & Tea

1.3.1 History of establishment and development process

- In 1968, Phuc Long was founded in the famous tea plateau Bao Loc (Lam Dong) - In 1980, Phuc Long opened the first three stores selling products in Ho Chi Minh City

on Le Van Sy, Tran Hung Dao, and Mac Thi Buoi streets

- In 2000, Phuc Long trading production company limited was officially established - In 2007, Phuc Long took possession of a tea hill in Thai Nguyen and at the same time

invested in building a coffee and tea factory in Binh Duong

- In 2012, the first Phuc Long Coffee & Tea store was launched at Crescent Mall District 7 That was an event marking a turning point in Phuc Long's development history when the company officially entered the Food & Beverage field with Phuc Long Coffee & Tea shops operating under the self-service model in a modern, classy, and outstanding space

- So far, Phuc Long Coffee & Tea chain stores have been present in all major cities across the country (Ho Chi Minh City, Hanoi, Da Nang, Nha Trang, Binh Duong)

1.3.2 Vision

- With the ceaseless passion for expanding the market through sustainable development, Phuc Long is striving to become a company specialized in manufacturing and exporting high-quality coffee and tea in Vietnam

- Phuc Long hopes to create a Vietnamese brand with outstanding quality reflected in each product, thereby gradually affirming its position in the international market

1.3.3 Mission

- To become a pioneer by creating new ideas for the coffee and tea industry - To develop an outstanding brand, motivate one another, as well as turn the ideas into

reality over unity, interaction, listening, and respect

- Maintain high quality that satisfies customers by having a deep understanding of their needs and values

II Market & Competitors Analysis

2.1 Market Analysis

2.1.1 Market share

According to the report of Coffee shop chains landscape on social media in 2020, The Coffee House, Phuc Long Coffee & Tea, and Highlands Coffee were the top three brands with coverage across social networks when holding more than 75% market share in discussing chains about coffee shops Following were many domestic brands such as Ong Bau Coffee, Cong coffee, Trung Nguyen, Milano, Passio, GUTA showing a strong wave of pure Vietnamese brands in the current market The most popular international brand on social media was Starbucks ranked at fourth place with 14.4% of the discussion market share

Figure 2.1:Overall Buzz Volume about Coffee Shop Chains in Vietnam in 2020

(Source: Coffee shop chains landscape on social media in 2020)2.1.2 Operation status of coffee shop chains

In 2020, Highlands Coffee has continued to hold its position as the largest coffee chain in Vietnam, with the distance from the other group not much changed Total revenue has reached nearly 2,140 billion VNĐ, only a slight decrease compared to the previous year

The 2nd position was mixed when The Coffee House with a relative decline fell to 3rd place Phuc Long grew slightly, rose to 2nd place The situation at Starbucks is not much different from The Coffee House These three coffee chains recorded revenue in the range of 700-800 billion VND From 2019 onward, all three beverage chains have recorded "dizzying" growth

on the entire F&B industry, of which the above names are just examples

In the following group, Trung Nguyen Franchising, the unit set up to manage the Trung Nguyen Coffee Space chain, lost one-third of its revenue NISO Group, the management unit of the restaurant & coffee chain with the RuNam brand, even more than halved its revenue In terms of profits, there is a divergence among the major coffee chains Notably, in the case of Highlands Coffee and Phuc Long Coffee & Tea, profits increased by 45% and 119%, respectively, reaching 80 billion VND and 35 billion VND Somehow, both coffee chains have still increased efficiency amid the epidemic The group of coffee chains that were already losing money suffered heavier losses, including The Coffee House, Trung Nguyen Franchising and NISO Group Starbucks, a foreign coffee chain, saw a sharp drop in profit, from 39 billion VND to 5 billion VND

Figure 2.2: Revenue and profit of Coffee Shop chains in Vietnam over the years

(Source:Cafef.vn)

2.2 Competitors Analysis

2.2.1 Direct competitors

Highland Coffee, Starbucks, The Coffee House are formidable competitors of Phuc Long

Coffee & Tea in the coffee shop chain market in Vietnam

- Highlands Coffee: Because Highlands Coffee pursues middle-class target audiences, office workers and young people are the main, so the main business strategy of Highlands Coffee is to open shops in office buildings (Grade A is awarded) prioritize) Highlands Coffee chain currently has more than 336 stores Highland Coffee's revenue reached nearly 2,200 billion VND in 2019 and nearly 2,140 billion VND in 2020, far surpassing and more than double the total profit for the remaining competitors - Starbucks: In 2019, the revenue of the Starbucks chain reached more than 780 VND

billion, an increase of more than 32% compared to the previous year thanks to faster system expansion This number helps the world-famous coffee chain stand in the group of chains with the highest revenue, behind Highlands Coffee, The Coffee House - The Coffee House: After many times of scaling up and raising capital, The Coffee

House has become the second-largest coffee chain in Vietnam (after Highlands Coffee) The Nikkei Asian Review at the end of 2018 rated The Coffee House as one of the chains with the highest growth rate today The difference of this chain is that it does not invest in stores in golden locations, but has a rich menu of drinks, moderate prices, high-speed wifi, a large area, targeting the young customer segment In 2019, this chain's revenue reached 863 billion VND, an increase of nearly 30% compared to 2018 However, The Coffee House was the highest loss chain in the leading group, with a negative profit of more than 80 billion VND With the highest gross profit margin among coffee chains, the main reason for this chain's loss is its high selling costs

III Target customers analysis & Positioning Strategy

3.1 Segmentation

The first segmentation: high-end class with high income They are willing to pay a high amount of money not only to enjoy a quality drink but also want to show their caste and value

while enjoying the atmosphere, the decoration, and the service attitude of the staff

The second segmentation: the group of customers with an average income in this segment are mainly office workers and students They are less concerned about price, rather a concern

about the quality, and need to find comfortable spaces to meet friends, work, and exchange

The third segmentation: low-income, much consideration for the price There is no need for quality drinks and enjoyment, finding space for themself.

3.2 Targeting

Phuc Long Coffee & Tea targets middle-class customers from office workers to energetic young people such as students and foreign tourists when coming to Vietnam These customers come to the store not only to talk or meet friends and partners, but also to find themselves a comfortable, spacious space to focus on studying, working, and creating

Figure 3.1: Competitor-based positioning map

IV Analyzing the Marketing Mix (7Ps) Strategies 4.1 Services Product strategy

A service product comprises all elements of service performance, both tangible and intangible, that create value for customers Service products do not lead to ownership or transfer of ownership Customers will feel disappointed and uncomfortable when using service products that are not as expected On the other hand, customers will be satisfied and happy when service products' quality not only meets but also exceeds their expectations Feelings and reviews of customers are the most important recognition for the service products' quality

Service products consist of:

- Core product: the central component that supplies the principal, problem-solving benefits customers seek

- Supplementary Services: augments the core product, facilitating its use and enhancing its value and appeal

- Delivery Processes: used to deliver both the core product and each of the supplementary services

● Core product:

The main products of Phuc Long Coffee & Tea include tea and coffee Phuc Long has found a unique USP point that no other brand has That is, the taste of Phuc Long must be one, unique and different

- Phuc Long tea:

Long focuses on producing by traditional manual methods to bring a cup of strong tea The flavor combination of Phuc Long tea leaves: theanine, carbohydrates, polyphenols, caffeine, enzymes All blend to create a fragrant, bold, and cool cup of tea for customers Phuc Long reserved two options for tea lovers:

+ Make in a modern way with green tea latte

+ Make in a traditional way with a perfect cup of oolong tea in both flavor and taste - Phuc Long Coffee:

Phuc Long always focuses on the pure origin, preserving the premium characteristics of the coffee beans, and constantly strives to find the best coffee beans and roast them to the most perfect level When drinking Phuc Long coffee, four characteristics of the brand can be recognized: strong roasted coffee beans, strong flavor, delicate flavor, and smelly coffee Phuc Long prepares coffee according to two recipes:

+ Make in a modern way: filter coffee, racquet coffee

+ Make traditionally: french press, aeropress, pour-over, cold brew

● Supplementary Services: in Phuc Long, there are various supplementary services

including facilitating services and enhancing services

❖ Facilitating services: either needed for service delivery or help in the use of the core product of Phuc Long There are four elements in facilitating services: information, order-taking, billing, payment

- Information: All customers can refer to information about current and upcoming

products of Phuc Long, as well as about prices on the official fan page of Phuc Long Coffee & Tea All product information is always updated the fastest on the company's official page with honest illustrations, bringing the most confidence to customers when they have a demand for Phuc Long's products Even though Phuc Long's websites, customers also know the location of each brand's branch, which branch is closest to

them to save time for their travel

- Order Taking: In Phuc Long Coffee & Tea, when customers come to order products,

the staff will give them invoices with a service vibrating order card to call customers back to receive drinks and dishes This service vibrating order card can help save customers' waiting time, help them be more proactive or not get the wrong drinks or dishes from the staff during the service Moreover, Phuc Long Coffee & Tea also has a way to order through apps such as Baemin, Grab, Now, when customers cannot go

revenue for brands in today's modern technology era

- Billing: Products in Phuc Long are diverse and combined into combos, so Phuc Long

issues invoices right after payment and before receiving drinks or dishes to create the most convenience and accuracy for customers Invoices will have information about the date and time of the invoice, the name of the cashier, product's price so that the customer can grasp it specifically If there is a problem, it will be resolved promptly

- Payment: There are two forms of payment: cash or bank card when customers want to

pay in Phuc Long In addition, Phuc Long encourages customers to use e-wallets such as momo, shopee pay, zalo pay, or vouchers and coupons to receive more incentives when paying at the store in an advanced technology platform that can save more time - Besides the core products of tea and coffee served at Phuc Long Coffee & Tea stores, Phuc Long also launched packaged tea and coffee products for sale in the market Boxed tea, packaged tea, canned tea, and coffee are products that are offered to retail stores such as Vincommerce or VinMart+ to expand market coverage and increase sales for Phuc Long

- In addition to Phuc Long Coffee & Tea beverage products, the brand's mooncakes have made a strong impression on customers not only in terms of quality but also box design and bring success to Phuc Long in the food segment In addition, the decision to diversify products with Phuc Long branded bread also left a positive impression on customers Standard bread originating from France and bearing Vietnamese brand with all sizes, ingredients to ensure food safety, with a slightly higher price than outside, is extremely reasonable, and there is nothing to complain about

❖ Enhancing Services: Besides the facilitating services mentioned above, Phuc Long Coffee & Tea also sets up enhancing services to enhance the customer experience and show the professionalism and difference of the brand with other competitors Three factors increase the value of Phuc Long Coffee & Tea's core products:

- Safekeeping: Making customers feel more secure and comfortable when using the

brand's service is a necessary factor to increase the number of customers of the brand And Phuc Long Coffee & tea has done that They arrange parking staff with large parking lots Some branches also have two parking lots for customers to help them feel

secure when enjoying products at Phuc Long Coffee & Tea shops

business model today, and Phuc Long Coffee & Tea is no exception The staff of Phuc Long Coffee & Tea has a professional service style, with hospitality and friendly When entering the shop, customers will hear the greetings of the waiters and cashiers They

will be assigned a seat by the staff if they cannot find a suitable seat

- Exceptions: Phuc Long Coffee & Tea employees are given a partial right to deal with customer situations and exceptions to a reasonable extent It could be the customer's personal preferences when ordering products such as adding more sweetness to the coffee Or making the wrong drinks or dishes that the customer ordered, the staff can decide for themselves without notifying the manager Phuc Long Coffee & Tea has empowered employees reasonably enough to avoid putting pressure on employees and

losing the seamlessness of the service process

Differentiation is always an effective way that every brand aims when doing marketing for their service products Phuc Long Coffee & Tea shops have successfully applied the flower of service model as a theoretical basis to exploit the core product and combine it with supplementary services to increase the value of the brand to the customer Phuc Long has raised its brand by differentiating and optimizing services, thereby creating an advantage to help the brand compete and survive in the highly competitive coffee and tea market today

4.2 Pricing strategy

Table 4.1: Price list of some products at Phuc Long

Forest Jasmine Tea 50.000 VND

The foundation's underlying pricing strategy can be described as a tripod, with costs to the provider, competitors’ pricing, and value to the customer as the three legs Phuc Long Coffee & Tea has also built a pricing strategy for its products and services based on these three basic factors:

• Cost-Based Pricing

Phuc Long's selling price policy is reasonably built based on the available strengths of tea and coffee, the two main sources of ingredients for most of the brand's products These two sources of ingredients are grown, processed, and supplied by Phuc Long company to its chain of stores Because of mastering the main input ingredients, the cost of the product is less affected by the impact of other suppliers At the same time, it also minimizes production costs per product, giving customers an affordable price but still delivering excellent quality

Figure 4 1: The pricing tripod

of the product depends on service costs such as the use of seats and a few other costs related to the operation of Phuc Long Coffee & Tea shops such as:

+ Fixed costs: costs for facilities, luxurious interior design in the style of "Western restaurant", modern machinery and equipment, prime location in the middle of the city + Direct costs: seasoning sources and tools are carefully selected with high input standards + Labor costs: staff are selected for professional training and are always enthusiastic about customers

+ Additional costs: service quality and brand value built over more than 50 years + Other expenses: advertising, electricity, water, wifi,

• Competition-based Pricing

Vietnamese coffee market has fierce competition among businesses The market is divided into many clear segments, each segment has the presence of big brands, and each brand has its target customer Accordingly, the high-end segment for high-income office workers has the participation of Highlands Coffee or foreign brands such as Starbucks Coffee, The Coffee Bean & Tea Leaf, In contrast, Trung Nguyen positions its brand lower but identifies its segment as customers who love traditional coffee flavors Meanwhile, Phuc Long chooses for itself the mid-range segment with a price that is affordable for the majority of people to bring its brand to all consumers as quickly as possible

Although closely following each other in terms of the number of stores, the brands are far apart in price The average price of Urban Station, Passio ranges from 15,000 to 40,000 VND; the average price of Trung Nguyen, Starbucks Coffee is from 40,000 to more than 90,000 VND The price gap from 30,000 to less than 60,000 VND is identified as Phuc Long's market More specifically, the price of a cup of Cappuccino at Phuc Long is 30,000 VND for a small cup and 35,000 VND for a large cup, but at Highlands Coffee, it is up to 54,000 VND and even Starbucks Coffee is 80,000 VND Phuc Long also sells milk tea - a favorite drink of young people in recent times Similar products, but the selling price is quite cheap, only about 25,000 - 45,000 VND / cup, equal to 50 - 70% of the selling price of Trung Nguyen, or 30% - 50% of the selling price of Starbucks and The Coffee Bean & Tea Leaf Therefore, for Phuc Long, bringing the brand closer to all consumers is quite simple A representative of Phuc Long said that foreign brands entering the Vietnamese market in the beverage segment are not a threat, because the target audience of Phuc Long is young people, the price is reasonable Therefore,

competitors in the above group, but wants to gain an advantage in the middle segment At the same time, Phuc Long also has an extremely accurate and reasonable market entry price strategy to create the success of this brand today At a time when Vietnamese wanted to sit down for coffee at "Western restaurant"-style shops, they had to accept an expensive price of about 45,000 to 60,000 VND because at that time there were only high-end brands on the market like Starbucks or The Coffee Bean Therefore, Phuc Long Coffee & Tea shops were founded with an average product price, but the taste and service are not inferior to high-end brands

• Value-Based Pricing

Besides tea and coffee drinks, which are Phuc Long's strengths, this brand has a diverse menu with many different drinks such as juices or iced drinks at different prices to meet the different needs of customers This shows that Phuc Long Coffee & Tea is not inferior to foreign and domestic brands Besides, services in Phuc Long Coffee & Tea are developed in two forms:

- The first is "Take away express" which is a form of takeaway coffee at branches with mid-range facilities, or at kiosks in combination with Vinmart+ to serve the group of middle-income customers The products' prices range from 30,000 to 40,000 VND Some basic beverages can be mentioned such as iced, hot milk coffee, peach tea

- The second is "Take away house" which is a form customers can enjoy the typical coffee flavor and many other drinks of Phuc Long at large Phuc Long Coffee & Tea branches Prices range from 40,000 to 65,000 VND, serving high-income customers Phuc Long's pricing strategy was launched when the brand put itself in the customer's position and asked questions: How much does it cost to experience at a shop like this? Is the amount of money the customer spends reasonable? Is the cost commensurate with what they are entitled to? Can they afford to go to the shop often?…The great thing about Phuc Long is that it targets a wider range of customers, from commuters, tourists to students who prefer to experience luxury cafes with localized prices In short, the pricing strategy used by Phuc Long is correct, customers can experience a spacious, comfortable and sophisticated space - not inferior to foreign "big guys" like Starbucks or The Coffee Bean with only the price of 30,000 - 60,000 VND That is the reason why many young people become loyal customers of this chain of stores

4.3 Distribution strategy

In a typical sales cycle, distribution embraces three interrelated elements:

+ Information and promotion flow: mainly advertise at Phuc Long's official website, Phuc Long Fanpage, and advertisements on delivery intermediary apps to give information about products, promotions, product prices to consumers

+ Negotiation flow: when customers want to come and enjoy products and services directly at Phuc Long Coffee & Tea stores, they have to queue to order Payments and customer orders take place almost simultaneously The cashier will then issue an invoice with your order number When your order number is reached, the staff will call you to the counter to pick up the food or drink you ordered at the cashier

+ Product flow: Phuc Long cooperates with intermediary delivery apps such as Grab, Baemin, Now to bring products and drinks to consumers when consumers can't come and use them directly at the shop Besides intermediary delivery apps, Phuc Long Coffee & Tea shops only sell directly at the shops because drinks cannot be stored and transported to agents or retailers

The distribution channel in service is the coordination between suppliers, intermediaries, and customers in performing services with the support of technical means through purchasing and selling activities In a service context, distribution channels are usually short, direct channels Therefore, Phuc Long Coffee & Tea shops have also been using the direct sales distribution channel model so that customers can experience the maximum product and service quality that the shops want to bring to customers The brand wants to bring customers not only drinks or dishes but also the experience of the space, the layout of the shops, the communication attitude of the staff towards customers In addition to selling directly at Phuc Long Coffee & Tea shops, from January 12, 2021, Phuc Long also launched another model of Phuc Long Kiosk This is a new model, new space, new experience Customers can both shop at Vinmart stores, and buy Phuc Long's delicious drinks at the order counter located inside the Vinmart stores

Figure 4.2: Phuc Long kiosk model at Vinmart New City - Distrisct 2

to meet customers' needs, moving from high-contact to low-contact Specifically, in addition to selling directly at the stores, Phuc Long also links with intermediary partner apps and delivery services that allow customers to order products such as Beamin, Now, and Grab food when customers are unable to come directly to the stores

Depending on different market segments, it is necessary to have different product/service distribution strategies accordingly Because the target customer group of Phuc Long Coffee & Tea is from office workers, foreign tourists traveling in Vietnam to dynamic young people who are students So in big cities like Ho Chi Minh or Hanoi, it is easy to find Phuc Long Coffee & Tea shops often located in office buildings, foreign language centers, near schools, in the city center, and commercial centers Also, many Phuc Long Coffee & Tea shops are located at places that are easy to find, have a beautiful view, and even very close to competitors such as The coffee house, Highland coffee

Figure 4.4: Phuc Long Phan Xich Long branch Phu Nhuan district –

(source: phuclong.com.vn)

Minh City, the rest in Hanoi, Lam Dong, Can Tho, Binh Duong, Da Nang, And branches Phuc Long Coffee & Tea is still being created from Phuc Long trading production company limited Currently, the company does not have a franchise policy

The opening time of Phuc Long Coffee & Tea chain is quite early, and the closing time is late (opening time is from 7 am to about 11 pm during the day) to help customers easily enjoy and use Phuc Long's services at the times most convenient to them Specifically, office workers who go to work can visit the shops before work or after work Or young people like students need a space to create, study and work after school

Figure 4.6: Information and Physical Processes of the Augmented Service Product Figure 4 5: Number of stores of Phuc Long and competitors

communication In Figure 4.1, 5 elements: information, order-taking, consultation, billing, payment are supplementary services that Phuc Long Coffee & Tea provides to customers electronically Everything from advice on choosing drinks, receiving orders, invoicing, payment, and information is done on intermediary apps such as Grab, Baemin, Now Or staff at the stores call customers directly when customers order

The option for service delivery that Phuc Long Coffee & Tea chooses to serve customers is < Customer goes to service organization= Phuc Long hopes and encourages customers to come directly to Phuc Long Coffee & Tea chain stores Only then, customers can feel and experience the maximum of service, service attitude of staff, equipment and facilities, space that Phuc Long wants to bring to customers For example, when a customer is sitting near the window, the staff on the floor will automatically ask the customer's permission to pull down the curtain so that the customer does not get uncomfortable with the sunlight and affect the customer's experience at Phuc Long Coffee & Tea shops Such things will prove that Phuc Long's choice of the above distribution option is appropriate because if another option is chosen, the products can also reach the customers through shipping intermediaries, but the customers' experience and evaluation of service quality will not be as maximum as Phuc Long wants

4.4 Promotion strategy

- Advertising (mainly digital marketing):

+ Facebook marketing: Phuc Long's fanpage has 423,174 followers with attractive and interesting posts about promotions, articles about new product launches, new projects or wishes special occasion posted in prime time slots suitable for young people + Website: Phuc Long has a beautifully designed, very attractive website Besides, using

tools like Google AdWords makes it easier for brands to reach customers

+ Instagram: With more than 8,000 followers and just like Phuc Long Coffee & Tea Facebook Fanpage, interesting articles about promotions and many articles are constantly updated

- PR activities

Public Relations (PR): The use of corporate communication methods and activities to enhance understanding and build relationships with customers This process is carried out as a long and continuous process By organizing press conferences, product introductions, customer conferences to attract the attention of the press and the public