faculty of public relations and communications strategic planning for public relations cozy case analysis

INTRODUCTION Brand Cozy is a traditional Vietnamese tea beverage that is prepared and packaged utilizing cutting-edge modern technology in Italy, Germany, and Japan.. Cozy has become the

VAN LANG UNIVERSITY

FACULTY OF PUBLIC RELATIONS AND COMMUNICATIONS STRATEGIC PLANNING FOR PUBLIC RELATIONS

COZY CASE ANALYSIS

Students: Ngô Hoàng Tú Anh —- 207QC35414

Lê Trương Thiên Đoan — 2Ø7QC 17102 Nguyễn Thị Thanh Mai — 207QC03202

Nguyễn Ngọc Thảo My — 207QC03243 Võ Ngọc Mỹ - 207QC03265

Nguyễn Đỗ Thao Nhi — 207QC17677 Lưu Truong Yén Nhi— 207QC17675

Teacher: Ly Lé Tuong Minh

Class ID: 213_7PRO170_01

H6 Chi Minh City, June 21°, 2022

Table of Contents

I6 0990910090) 223 3 “Ti em 6 a 4 3 IDENTIFY STEPS OF STRATEGIC 1.1L HH HH TH TH Làn Thờ 6 3.1 Developing a vision and MISSION óc 1S TH HT HH HH KH Hà TH TH 6 3.2 Identifying an organizations external opportunities and threafS - sách he, 6 3.3 Determining internal strengths and weakI'i€e§S©S Là Hàn HH HH HH HH 9 3.4 Establishing long-term ObJ€CEIV€S ảnh TT HT HT Hà HH Tà Hà HH Hà nh kết 12 4 EVALUATESTRATEOGY L- LH HH Hà TH HH Hà TH kg Tà Hà Tà Hy 12

INTRODUCTION Brand

Cozy is a traditional Vietnamese tea beverage that is prepared and packaged utilizing cutting-edge modern technology in Italy, Germany, and Japan

Cozy has become the largest Vietnamese tea brand i

n Vietnam after more than 20 years in the sector, but it lacks freshness, modernity,

and a clear positioning in the eyes of target consumers - Millennials In this context, Cozy's challenge is to revitalize the brand's image, bring it closer to the Millennial generation, and build momentum for better development

TRA HUONG DAO PEAGH

Market In recent years, the tea industry has achieved significant advances in tea cultivation, processing, and trade

In the last five years, the overall area for tea production has stayed about 130,000 acres Vietnam's tea producing area ranked fifth in the world in 2018, behind China, India, Kenya, and Sri Lanka, according to the Food and Agriculture Organization of the United Nations (FAO) According to the MARD-approved agriculture development plan to 2020, with a goal to 2030, the tea producing area is predicted to stay steady at 140,000 hectares from 2020 onwards

Vietnam was one of the top six tea-growing countries in the world in 2018 After decreasing by 6% in volume in 2017, Vietnam's fresh tea bud output has significantly grown since 2018, reaching more than | million tons in 2019 Fresh

tea buds totaled 475 thousand tons in the first six months of 2020, up 2.4 percent from the same period previous year

Aside from its accomplishments, the tea business has faced several challenges Links between participants in the tea industry's value chain in Vietnam are poor, particularly between companies and farmers A lack of connectivity also results in a scarcity of raw materials for processing and exporting businesses

SUMMARY Cozy is a tea brand of ECO Products Ecological Products Joint Stock Company, belonging to the New Generation tea group, a leading manufacturer and exporter in Vietnam With the tea material area developed methodically in most of the famous tea regions of the country, ECO Products has invested in the most modern technologies to build the Cozy brand With nearly 20 years of developing and perfecting products in the market, Cozy has become the leading Vietnamese tea brand in Vietnam

The brand is named "Cozy" because this name is short, so Vietnamese users will be easy to read, remember and internationalize Moreover, the word “Cozy” means warmth, and comfort, so it is quite suitable for tea products

The history of formation and development of Cozy is a process of constantly creating and perfecting to bring to Vietnamese consumers tea product lines with attractive, unique and different flavors Cozy is also a leading brand in creating modern consumer trends and styles, enriching the Vietnamese tea drinking culture, committed to bringing clean, environmentally friendly and good tea products for the health of consumers

Cozy tea products are selected from more than 60 leading tea farms in Vietnam to ensure the best quality and taste for customers After being preliminarily processed at the factories at the tea garden to ensure the highest product quality, the tea will

be transferred directly to the Phu Tho New Generation factory to continue to

undergo refining processes according to the standards world standards such as ISO and HACCP

Cozy is a traditional Vietnamese tea product that is processed and packaged according to leading modern technology in Italy, Germany, and Japan And what makes Cozy's mark in the international market is the result of maintaining, preserving and developing specialty ancient tea regions in high mountain areas such as Dién Bién, Ha Giang, Lai Chau is the previous capital of Vietnam's tea industry From an idyllic cup of tea imbued with quintessence and national culture, Cozy wishes to inspire the inspiration of a harmonious and balanced life for young people to recharge their energy so that they can continue their efforts and achieve success and happiness happiness Cozy's main product lines include loose tea, tea bags, instant tea and instant tea

Last March, Ecological Products Joint Stock Company, Cozy jasmine tea participated in the “International Tea Competition" in Canada After many rounds of competition with strict criteria, Cozy won the highest award - the Gold award After over a decade of development and expansion, the Cozy brand has established a strong market position, competing fairly with renowned tea brands with hundreds of years of history Cozy brand has received the affection and friendship of millions of consumers due to a thorough grasp of the tastes and demands of Vietnamese consumers and a commitment to affirm the ideals of Vietnamese tea culture Vietnam The groundwork laid over the last ten years provides a firm framework for Cozy to continue to expand, to launch the Vietnamese brand throughout the integration phase, and to not only flourish in the country but also to reach out to the global market confirming the "Ty hao Tra Viét Nam - Vietnamese Tea's Pride” Despite having an advantage in product quality, Cozy lacks freshness, modernity and has not had a clear position in the eyes of target consumers - the Millennials In this context, the challenge for Cozy is how to refresh the brand image, bring the brand closer to the Millennials group, and create momentum for stronger growth

3 IDENTIFY STEPS OF STRATEGIC 3.1 Developing a vision and mission

a) Mission statement

Repositioning the value Cozy brings to consumers Refreshing the brand image to increase awareness and bring the brand closer to the target group of urban Millennials

b) Vision statement Becoming the leading corporation in Vietnam in the field of tea, bringing the Vietnamese brand far in the integration period, to not only succeed in the country but also reach out to the world, affirming "Pride of Vietnamese tea”

3.2 Identifying an organization's external opportunities and threats

a) External environment

The external environment for Cozy is the customer Cozy has the advantage of product quality and high brand awareness but Cozy has not used the available resources to reach the Millennial customer segment Cozy lacks modernity and youth, making it difficult for Millennials to know and choose Cozy as well as to clearly locate Cozy's position in this customer segment

b) PESTLE POLITICAL

— Countries can prevent the distribution of Cozy products if the brand does not follow all the rules they set out

— Brands also need to provide distributors or retailers with the best quality products — Cozy also needs to keep an eye on import and export laws - factors that will affect

the distribution of the brand's products around the world — These rules can relate to accounting, internal marketing, taxes, and staffing ENVIRONMENT

Tea bags meet many convenience requirements in the age of technology, an era where everything must be quick and easy to access

Cozy needs to ensure that its tea bag processing and wastewater treatment process is environmentally friendly

— This will help Cozy increase the brand value as well as increase the sustainability of the company

LEGAL — Cozy makes sure not to use child labor and/or violate employment rules — The rules on occupational health and safety are also very important terms that Cozy

needs to comply with to maintain the brand's products — Cozy tea products have been confirmed and announced by the Food Safety

Department to be in compliance with food safety and hygiene regulations — Cozy needs to pay attention to the ingredients in the product to ensure the production

quality is suitable for food hygiene — This company does a good job of securing all its business rights Cozy has

ownership of all past and future products it develops with a patented process ECONOMIC

— The economy at a stage of high growth will create many opportunities for enterprises to expand their production and business activities (expanding factories, adding more tea gardens, .)

— When the economy declines, it will lead to lower consumer costs, and at the same

time increase competition with other brands, causing price wars in the market — Rising interest rates will limit the need for loans to expand investment in production

and business activities -> affect Cozy's profit levels, and at the same time reduce consumer spending needs

— Cozy has a product development strategy in the international market, so monetary policy and exchange rates are extremely important The difference between currencies affects the cost of products, taxes, high or low inflation affect the speed of investment in the economy Maintaining a moderate inflation rate has the effect of encouraging investment, and stimulating the growth market The tax system and tax rates affect the prices and profits of enterprises in trading products in domestic

and international markets

In Vietnam, tea business is subject to a 10% tax rate, which affects the price of the product

SOCIAL The product has a price that is suitable for everyone's living standards with a low price

Cozy has introduced more than 20 different flavors, focusing mainly on tea bags more than loose tea and instant, ready-to-drink forms And Cozy's products are increasingly diversified

Cozy teas aim at products with natural aromas, good for health, easy to enjoy, suitable for all ages

Tea drinking culture improves quality, requires goods with higher quality, requires Cozy to offer products that meet these needs, without losing the business culture of

the business

TECHNOLOGY Strongly investing in value chains, high technology, as well as inheriting and promoting the traditional tea culture values of Vietnam has helped Cozy raise the bar and connect with the world’s consumer tastes, through that spread the value of Vietnamese tea culture

This will help the company in mass production of quality products With an area of the same large scale, factories and machines are leading in Southeast Asia, the most advanced in the world in the field of tea production

Cozy has member companies planting and preliminarily processing raw materials to facilitate quality control It is known that this enterprise also maintains, preserves and develops specialty ancient tea areas in high mountain areas such as Dién Bién, Ha Giang, Lai Chau to produce specialty teas

The special thing is, produced according to international standard processes, but Cozy tea products still inherit the tradition of marinating Vietnamese flower tea to create products with diverse flavors, rich in suitable enjoyment many ages

— Cozy has also used social media to increase its coverage Participating in a tea contest held in North America on a global scale has been a huge hit on various social media platforms

a) Internal environment

e Tangible resources Technology

— Cozy factory has the leading modern factory and factory scale in Southeast Asia With the processing and packaging process according to the leading modern technology in Italy, Germany, Japan

Economy — Ecological Products Joint Stock Company with Cozy product form operates in the

form of paying taxes to the state The company belongs to the Thé Hé Mdi Group with financial resources and the ability to grasp the market, which have contributed to creating the Cozy brand

Infrastructure — The company has modern facilities, the head office is located in Ha Noi with modern

equipment and furniture to meet the needs of hundreds of company employees In addition, the company also has a number of other branches in H6 Chi Minh City, Ba Ria Ving Tau city, and other modern tea processing factories

e Intangible resources Brand and Reputation

— Over 20 years of operation and development, Cozy has brought trust to customers and built a famous tea brand among consumers

— All these successes are confirmed through the titles that the company has achieved such as the national brand of Vietnam (2016), the gold award of the international tea competition in Canada (2017) and many other awards

Human resources

— The company has a staff of enthusiastic, creative, dynamic and experienced in the industry With the enthusiastic and talented guidance of the leaders of companies and corporations

Procedure — To have a Cozy tea brand like today is a process of investment, development and

constant efforts of the entire company to build the reputation, brand, and prestige of this brand

e Achievements — 2015: National brand - Vietnam VLUE — 2016: National brand - Vietnam VWLUE — 2017: Gold Award - International Tea Competition in Canada => With what Cozy owns, Cozy has built a successful brand image in the public The success here is not creating a viral but when mentioning Cozy, customers will remember a positive brand, customers will believe in Cozy's products This is beneficial for the brand because before launching the Off to On campaign, Cozy had few and almost no long-term and detailed communication campaigns, but Cozy still managed to maintain a stable revenue, still maintaining its position product quality in the hearts of the audience

b) SWOT analysis e Strengths — Having a long existence: With nearly 20 years of experience in the tea industry,

Ecological Products Joint Stock Company has developed Cozy becoming the leading tea brand in Vietnam

— Advanced and modern production lines: Imported processing and packaging lines according to modern and leading technology in Italy, Germany and Japan, having the leading scale of machinery in Southeast Asia

— Recognized in the international market: Won a gold medal in the “International Tea Competition” held in Canada and the award “Typical Brand of Asia - Pacific 2018” — Excellent distribution: Cozy has a nationwide distribution system