marketing plan for trung nguyen legend trung nguyen office

Recognizing the market trend, our team has suggested Trung Nguyen Office, a new coffee model for Trung Nguyen Legend.. 1.3 Overview of Trung Nguyen Office Trung Nguyen Office belongs to

MINISTRY OF FINANCIAL UNIVERSITY OF FINANCE — MARKETING

O00

@

MODULE: MARKETING SERVICE

ASSIGNMENT: FINAL EXAMINATION

CODE: 211170208601

MARKETING PLAN FOR TRUNG NGUYEN LEGEND

TRUNG NGUYEN OFFICE

Truong Viét Anh 2021001500

D6 Luong Phuong Trinh 2021000110

Tống Viết Nguyên Đạt 2021001835

Tăng Ngọc Như Ý 2021001744

HO CHI MINH CITY, 2022

MINISTRY OF FINANCIAL UNIVERSITY OF FINANCE — MARKETING

[II

@

MODULE: MARKETING SERVICE

ASSIGNMENT: FINAL EXAMINATION

CODE: 211170208601

MARKETING PLAN FOR TRUNG NGUYEN LEGEND

TRUNG NGUYEN OFFICE

Truong Viét Anh 2021001500

D6 Luong Phuong Trinh 2021000110

Tống Viết Nguyên Đạt 2021001835

Tăng Ngọc Như Ý 2021001744

HO CHI MINH CITY, 2022

TABLE OF CONTENTS

1.1 The reason for choosing the fODIC - 1 11211 1011111111111 101101 01181111011 1 xay 1 1.2 Overview of Trung Nguyen Legend CorporatIon ác ccc 2x21 1 101111 tre, 1 1.3 Overview of Trung Nguyen Office eecceseessessensecneecsecseceseessssseesssssscsssieceseeeeeeenes 1

SECTION 2: SITUATION, MARKET & COMPETTITORS ANALYSTS - 3

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2,2 COMPCtitOLS nh .a 3

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2.2.2 Potential CoimpetItOFS ĩc c2 1 2111 1011110110110 1211110111111 H1 HH HH kh HH 3 P on cổ ẻ.ố 4

2.3.1 Economic environment ccc .e 4

2.3.2 Political and legaÏ envIronm€TI{ ác 112111 1211111011111 1501111 71101181111 1101k ray 4 2.3.3 Socio — culturaÏ enVITOTINEHI - 0S 031211 1213112111 141111111111111 1111111111 1111 Hy , 4 2.3.4 Science and technology enVITOTINTIE c1 12 121211 1121111111111 101 18 11g re, 5 2A SWOT 514 5

SECTION 3: TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY 6

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K0 an 6

SECTION 4: ANALYSE THE MARKETING — MIX STRATEGIES (7PS) 8

AL Product 8

4.1.1 About the prodUCT c1 11 11212 112111111111 1111011811 110111110111 1 11 11 HH1 ng ru 8 U00 n6 (d7 8

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4.2.2 oi nh ^ 9 4.2.3 Combo DTICITE c1 1211111211111 11111 1101111112111 101 11111 0111111111111 01kg HH HH 10

AA Promotion cece ccceeeseeeseseseeeesesceeeeseeecseceeecessneeeecesesseecseseseeneeeacrsneseeeueeeecseeeseeerenees 12

CATALOG OF TABLE Table 2 1 SWOT analysis

Table 4 1 For the E— Office model Trung Nguyen Office ofÍers con neo 11 Table 4 2 Rental rates ccc cecccceeeccesenseneescneeseeesesceseeeceeseseeieaesiseeseesesenseseeeseseesesiesaenesees 12

Table 5 1 Comtrol ccc 26

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SECTION 1: INTRODUCTION 1.1 The reason for choosing the topic

The Vietnamese coffee business has changed dramatically since the emergence of the COVID-19 epidemic Many shops have had to close their doors, while others have adjusted

their business methods and remodeled More new coffee shops, brands, and models will enter

the food and beverage (F&B) sector beginning in 2021

Recently, the co-working space model has also started blowing a new wind in the beverage market Consumers are so accustomed to working online that they prefer to work in stores with quiet spaces rather than at companies Recognizing the market trend, our team has suggested Trung Nguyen Office, a new coffee model for Trung Nguyen Legend Customers who use the service can rent a workspace (office) by the day, week, or month, as well as receive discounts on cake and drink bundles at the shop

1.2 Overview of Trung Nguyen Legend Corporation

Trung Nguyen Group mainly operates in the fields of: production, processing, coffee trading and coffee franchise Currently, Trung Nguyen coffee is one of the leading famous brands in Vietnam, receiving the trust of many domestic and foreign customers

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

1.3 Overview of Trung Nguyen Office

Trung Nguyen Office belongs to Trung Nguyen Legend - The leading corporation in the coffee industry with more than 23 years of experience, will own available advantages from space design, interior layout, to supply chain, training, Information technology, coffee expertise and especially dedication to customers, always listening and bringing great experiences This makes Trung Nguyen Office confident not only in developing the right position Its difference is "New generation office coffee", but also ensures the operation of the service during its operation

Trung Nguyen Office was launched with a business model integrating many spaces in a certain area With the strength of coffee, a drink that brings alertness to working people, especially for office workers, this has great potential Taking advantage of that, combined with a quiet but equally modern working space, Trung Nguyen Office was born, promising to bring a professional, convenient and comfortable working space for customers

WHERE DIFFERENT IDEAS ARE BORN

THE No.l COFFEE!

Picture 1 1 Logo design by the team

SECTION 2: SITUATION, MARKET & COMPETITORS

ANALYSIS

2.1 Current market situation

The Covid-19 epidemic has a significant impact on our lives, lifestyles, and especially the way we work from 2021 to 2022 Businesses have the opportunity to experiment with many various working methods during the period of social separation and to partially understand the strengths of firms each way The office market in Vietnam is growing and changing, and there are more and more varieties of smart workplaces It's impossible not to mention the Coworking Space workplace paradigm in this context Because of its simplicity, flexibility, and strong community, this model has been used by many large and small businesses 2.2 Competitors

Coffee's revenue reached about VND 2,200 billion in 2019 and nearly VND 2,140

billion in 2020, significantly outstripping and more than doubling the total earnings of its competitors

¢ Starbucks: The Starbucks chain's income in 2019 exceeded VND 780 billion, up more than 32% from the previous year due to rapid system expansion This figure places the

world-famous coffee chain behind Highlands Coffee, The Coffee House, in the

category of chains with the highest income

¢ The Coffee House: The Coffee House has grown to become Vietnam's second largest coffee chain following numerous expansions and capital increases (after Highlands Coffee) This chain's revenue in 2019 was VND 863 billion, up nearly 30% from the previous year The Coffee House, on the other hand, had the greatest loss in the leadership group, with a loss of more than VND 80 billion Among coffee chains, it has the largest gross profit margin The main reason for this chain's loss is high selling

costs

2.2.2 Potential Competitors

© 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

to various interests There are peaceful places among trees, spacious meeting tables, and even an outside area It attracts a huge number of clients, particularly office employees, for these reasons

® Box 24h: has a large, airy, and energizing space The restaurant has a peaceful space, which makes it ideal for working Customers that use the service here don't have to worry about working hours because the business is open 24 hours a day, seven days a week

2.3 Environment Macros

2.3.1 Economic environment

The fourth quarter of 2021 is expected to expand by 5.22 percent over the same period last year, which is higher than the growth rate of 4.61 percent in 2020 but lower than the growth rate of the fourth quarter of 2011-2019 In the fourth quarter of 2021, GDP increased by 3.86 percent over the same period the previous year; accumulated assets climbed by 3.37 percent; exports of goods and services increased by 14.28 percent; imports of goods and services increased by 11.36 percent

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

2022, according to the outlook for the service industry Localities have implemented the

smallest zoning, fully handled outbreaks, and at the same time, Vietnam's vaccination rate has

also reached a low level, thanks to a safe adaption strategy to economic development As a result, business activity in service industries are expected to rise significantly in comparison

to 2021

(Source: http:

2.3.2 Political and legal environment

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 authorized the re-economic cultivation's and technical standards (Decision 340/QD-BNN-TT dated February 23, 2013) (Source: http://thitruongnongsan gov.vn/vn/tID24992_Chinh-sach-nganh-hang-ca-phe-.html)

2.3.3 Socio — cultural environment

A survey by IAM on coffee habits found that 65 percent of Vietnamese drink coffee seven times a week, with men accounting for 59 percent of the total Coffee is a popular drink in Vietnam, and many Vietnamese people prefer it

(Source: https://zingnews vn/ca-phe-cach-tan-tien-phong-da -thi-hieu-nguoi-dung-

Office: When Vietnamese people think of offices, they think of restraint, discipline, rules, and

so on Following the Covid era, a survey was done with the help of ADP, a survey business Two-thirds of the 33,000 people who took part in the survey said they would consider looking for a new job if they were forced to return to work full-time unnecessarily Recognizing this, Trung Nguyen offers an Office model that both meets a suitable working environment and produces a comfortable area, boosting creativity in order to provide the best possible client experience

2.3.4 Science and technology environment

The coffee industry's commercial activities have been directly impacted by the rapid growth

of technology The equipment and machinery sector is extremely diversified, and the introduction of new technologies poses a challenge to existing items As a result, Trung Nguyen's push on technological innovation is constant

Trung Nguyen chooses the most convenient, pleasant, and ideal desks, chairs, and products with the most advanced technology for his workplace design to provide the finest experience for his customers

e 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

e Asanew model, it takes time to change customer perception

¢ Need a large amount of capital and long-term

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

Strong coffee industry competitors

SECTION 3: TARGET CUSTOMERS ANALYSIS &

POSITIONING STRATEGY 3.1 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

e Age: 25-40 years old

worker, freelancer

¢ Income: 8-20 million (average high)

¢ Densely populated place: City Ho Chi

¢ High financial autonomy

¢ High demand for service

private space to work

2-4 times/week

¢ Describe the target market

Customers that Trung Nguyen Office targets are people aged 25-40 regardless of age, concentrated mainly in big cities, where the population density is high and the economy is developing They may be fresh graduates, office workers, freelancers, so the affordability is high on average, the demand for office coffee services is also high Besides, to help the company's services achieve higher efficiency, the team also cares about the customer's personality, which is quiet, comfortable to work effectively

> Properly analyzing the market for office coffee services, the company will more effectively allocate resources, focus efforts in the right places, thereby being able to meet the highest needs of customers, increasing customer satisfaction competitiveness of enterprises in the beverage industry market

3.2 Positioning

Trung Nguyên Office - where different ideas are bom

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

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awakening and creative energy, promoting passions and aspirations so that each individual can achieve success and happiness

Heo: & Ved

Less Expensive C0EEEE Expensive

H9USE -

B@X 24H Moderate service

Picture 3 1 Positioning map 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

With an average price, Box 24h has moderate service quality because it is a private business,

so it has not really focused on service Same price range, but the service quality of Highlands and Phuc Long is somewhat better than The Coffee House and Kai Coffee In the higher price range, Trung Nguyen and Starbucks compete fiercely in terms of service quality, customer satisfaction, not merely product quality

Of all Trung Nguyen's competitors, only Phuc Long has developed the e-office model but has not really developed it The spirit of service is always the guideline for all activities of Trung Nguyen and we look forward to giving our customers great experiences at Trung Nguyen Office

SECTION 4: ANALYSE THE MARKETING - MIX

STRATEGIES (7PS)

4.1 Product

4.1.1 About the product

Do you need to rent a comfortable and modern meeting room, located in the central areas and

still be able to enjoy the excellent Energy Coffee of Trung Nguyen Legend? Want to enjoy the full product package with a private workspace all day long? With a specialized, quiet area with an open, modern design, and many comfortable and private working corners, fully equipped with office equipment, wifi, electricity, water, air conditioning co-model working

of Trung Nguyen Office offers a variety of workspace solutions, suitable for many different

needs, industries and customers, meeting the needs of customers

will bring water and food In each office, there will be a service call bell, when customers

need something, just press the bell to call support staff

There are two forms of payment: cash or bank card when customers want to pay at Trung Nguyen Office In addition, customers can also use e-wallets such as momo, shopee pay, zalo pay, or vouchers, coupons to receive more incentives when paying at the store on an advanced technology platform can save more time

4.1.3.2 Enhancing Services

e Safekeeping

In each office, there will be shelves for customers' personal items, equipped with locked file cabinets to protect customers’ important documents Each office will have an internal lock, an external lock, both ensuring a private space for customers as well as ensuring safety for customers, helping customers feel more secure when using the office

® Excepfions

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 4.2 Price

4.2.1 Value — based pricing

Trung Nguyen Office distinguishes itself from its competitors by offering a unique Office model with a unique coffee drink Trung Nguyen has a value-based pricing strategy; the company develops a completely client-centric model, with all innovation and additional features based on customer requirements Trung Nguyen uses a price- on-value strategy to maximize profits for the company, based on the greatest coffee brand in Vietnam and its new business model

4.2.2 Cost — based pricing strategy

Trung Nguyen Office's price policy is based on the availability of coffee as the primary raw material for the majority of the brand's products The corporation grows, processes, and distributes this source of raw materials to its chain of retailers The price of the product is less affected by the impact of other suppliers because the primary input materials are mastered At

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the same time, it reduces the cost of production each product, allowing customers to purchase high-quality goods at a low cost

In addition to input materials and production costs, the price of the product also depends on service costs such as using seats and some other costs related to the operation of Trung

Nguyen Office coffee shop: cost fixed costs, direct costs, labor costs, plus costs, other costs,

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

- 4 hours of using - 12 hours of office |- 12 hours of office ' 12 hours of office

- 1 drink in the - | dish of any - 1 dish of any drink in | 1 dish of any drink

- 1 dish in the -1dishin the group | 1 dish in the group group of of “Nutritional energy” jof “Nutritional

Free Additional Services

- Note paper (first 5 sheets are free) - Note paper (first 10 |} Paper notes (free)

- Paper/printer (first 5 sheets free) sheets are free) Paper/printer (free)

10 sheets free)

- Water

Private Services Add High Personality

- Paper/printer (1,000 VND/sheet)

- LCD screen (free for groups of 7 people)

- Writing board (free for groups of 7 people)

/ LCD screen (free

for groups of 4 people)

- Writing board (free for groups of 4 or

more)

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Promotion included

- 10% discount - Free 4 hours when

when renting a renting a meeting

meeting room room (1 use)

- Daily package 15% discount when deals 10% off when [renting a meeting ordering more water room

and cake during use | 15% ofwhen

ordering more water and cake during use

4.3 Place

4.3.1 Channel of Trung Nguyen Office

Customers may enjoy the highest quality of products and services that Trung Nguyen stores have to offer by using a direct sales distribution channel approach that eliminates

intermediaries Clients will be able to enjoy not only drinks or cuisine, but also the experience

of space, restaurant layout, and staff communication attitude toward customers, according to the brand

4.3.2 Flow model of distribution to service

¢ Information and promotion flow

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

e Negotiation flow

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Customers who want to enjoy Trung Nguyen's products and services in person must first queue to place an order Customer payments and orders are virtually always processed at the

same time After that, the cashier will send an invoice with your order number on it When

you're done, the waiter will bring you some water

e Product flow

Trung Nguyen cooperates with intermediary delivery applications such as Grab, Baemin, Now to bring products and drinks to consumers when consumers cannot come to use them directly at the store Besides intermediary delivery applications, Trung Nguyen's stores only sell directly at the shop because they cannot store and transport drinks to agents or retailers

"Customer goes to service organization" is the service delivery option chosen by Trung Nguyen Office to serve clients Trung Nguyen Office wishes and encourages consumers to visit their store chain since only then will they be able to feel and experience the highest level

of service and attitude from the employees, as well as the equipment and space that Trung Nguyen wishes to provide When customers come to rent a desk, for example, Trung Nguyen will provide them with complimentary paper, pens, and other office supplies, giving them the sensation of being in a genuine office Such circumstances demonstrate that adopting Trung Nguyen Office's aforementioned distribution plan is suitable, because if you choose another alternative, the goods may reach customers via a shipping intermediary, but the experience and evaluation customer service quality will not be as maximum as the company longs

¢ Continue to use mainly digital marketing means

Facebook: Trung Nguyen Legend's fanpage with nearly 240,000 followers, 230,000 likes, this

is a useful tool to be able to post interesting and interesting posts about the restaurant space, promotions, articles about Launching new promotions, or greetings on special occasions, of Trung Nguyen Office These articles will be posted in prime time frames suitable for the office world, attracting them with useful articles

Website: Develop more on the company's Website Here will provide customers with a lot of information about the store (address, prices, .) as well as continuously update ongoing promotions, number of rooms available, that helps Customers understand and grasp information more easily

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

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within the range of students, office workers, etc., so that they can be widely introduced to the

target customer file of the service offered

e Using banner

To inform more widely, the team proposes to use banners throughout Trung Nguyen Legend's branches with the content of announcing the new model Trung Nguyen Office has just launched with many incentives

® Awing

Applying Awing Wifi Marketing technology to all branches of Trung Nguyen Legend: When customers need to connect to Trung Nguyen Legend's wifi, a promotional video about Trung Nguyen Office service model will appear To be able to connect to wifi, customers are required to watch the entire promotional video, then give name, age and email information 4.4.2 Public Relations

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

4.4.3 Promotion

¢ Launching 10% Discount Card

Customers who buy the Monthly Package will immediately receive a 10% Discount Card for the entire menu of drinks and cakes at the store registered to use Trung Nguyen Legend

service

o Please give the Card to the cashier before paying

o The card is valid for the duration of the service pack's validity Unlimited number of times

o Not applicable to brewed coffee products & cups, vases and gifts

o Not valid in conjunction with other promotions

o Ifthe card is lost, it will not be reissued Please keep your card carefully Any claim related to card loss will not be resolved in any way

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