Topic the digital marketing stategy of highlands coffee

CONTENT CHAPTER 1: OVERVIEW ABOUT HIGHLANDS COFFEE Highlands Coffee was founded in 1999, rooted in love for Vietnam, its coffee and Its community.. Today, with hundreds of stores across

MIDTERM ESSAY Topic: The Digital Marketing stategy of Highlands Coffee

Group 4

Instructor: Lecturer/M.A Ngo Giang Thy

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Contents

CHAPTER 1: OVERVIEW ABOUT HIGHLANDS COFFEE

CHAPTER 2: DIGITAL MARKETING STATEGY OF HIGHLANDS COFFEE sen 2.1: Social Media Marketing

2.2: SEO Marketing

2.3: Email Marketing .ccccccccccssscscesscccsscecessseecsesceeeecececaeeeeeeeseeeeeesceceaceeeeeeeceseaseceaesceceaaseeeeasceseaeeeeeaaeeeeaeaneaes 2.4: PPC (Pay-Per-Click) Marketing

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INTRODUCTION

Highlands Coffee is a Vietnamese chain of coffee and fast food stores, founded by David Thai in1999 After 22 years of establishment and development, today there are

437 Highlands Coffee stores in 32 provinces Provinces and cities in Vietnam, mostly

in Ho Chi Minh City and then Hanoi

The main products of Highlands Coffee are beverages (including soft drinks, coffee and fruit juices, etc.) and fast food (including bread and meat) The quality that Highlands Coffee brings has given customers good experiences Through this essay, we will discover the digital marketing of Highlands Coffee and the communication plans that Highlands Coffee brings to customers

CONTENT CHAPTER 1: OVERVIEW ABOUT HIGHLANDS COFFEE

Highlands Coffee was founded in 1999, rooted in love for Vietnam, its coffee and Its community Community spirit always flows in the DNA of every Vietnamese person From the first days, Highlands Coffee's goal has been to serve and contribute to community development by strengthening the connection and attachment between people Today, with hundreds of stores across Vietnam and around the world, Highlands Coffee brings not only coffee but also a place to belong, a place to connect everyone together Since then, Highlands Coffee has become a place dedicated to the community Highlands Coffee - a community gathering place, where people can connect and bond with each other through their love for coffee, tea and delicious food

Highlands Coffee is an extremely familiar name to those who love coffee or fast food in Vietnam, especially young people or those who have entered the workforce The founder of Highlands Coffee is Mr David Thai, born in 1972, in the South

of Vietnam In 1978, he moved to Seattle

In 1996, David returned to Hanoi While managing the first coffee shop “uLac"

at Hoan Kiem Lake, David studied Vietnamese language and culture

In 1998, he was the first overseas Vietnamese to register to establish a private company in Vietnam

In 2002, Highlands Coffee opened for the first time in Ho Chi Minh City at Metropolitan, opposite Notre Dame Cathedral A week later, the first Highlands Coffee

in Hanoi was also born

Currently, Highlands Coffee has about 70 restaurants across the country, of which Hanoi has 17 stores, Ho Chi Minh City has about 40 stores, Da Nang has 4 stores, Hai Phong has 3 stores, and Dong Nai has 1 store

Highlands Coffee's main products are:

+ Coffee: roasted and ground coffee, instant coffee, canned iced milk coffee, black coffee, milk coffee, salted coffee,

+ Tea: peach tea, lychee tea, lemon tea,

+ Fruit juices: Highlands Coffee offers many types of fresh fruit juices such as orange, grapefruit, watermelon

+ Types of ice blends and smoothies such as: Freeze Coffee Filter, Freeze Green Tea, Freeze Caramel Filter, Freeze Chocolate, Avocado, Mango, Banana, Strawberry smoothies, etc There are also cakes and other snacks such as: bread, croissant, muffin, cupcake

COFFEE

2.1: Social Media Marketing

Up to now, Highlands Coffee has 4 social networking sites including: Facebook, Youtube, Instagram, Tiktok

Facebook: https://www.facebook.com/highlandscoffeevietnam?mibextid=ZbWKwL

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The Facebook network platform is still the most popular in the Vietnamese market, with dense coverage so the number of followers and likes has reached 1.6 million people and up to 43k checkins The dream numbers of many people in business, especially marketing

On Facebook, Highlands Coffee focuses on building a familiar image through articles about promotions, events, and new product introductions Content is often presented as images or short, accessible videos The articles also highlight the brand story, from Vietnamese coffee culture to the comfortable space in the shop Highlands regularly organizes minigames and interactive events such as giving away gifts to maintain engagement with customers Thanks to the popularity of Facebook in Vietnam, this platform helps Highlands connect strongly with families and middle-aged users

Instagram: https://www.instagram.com/highlandscoffeevietnam/

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Instagram is the ideal platform for Highlands Coffee to exploit image and lifestyle elements With carefully invested photos and short videos (Reels), Highlands introduces the restaurant space, attractive drinks and diners’ lifestyle The content focuses heavily on conveying inspiration, combined with related hashtags like #HighlandsCoffee and

#VietnameseCoffee to expand reach Instagram also helps brands attract young customers who love aesthetic experiences and uniqueness in each product

With an average number of followers due to the limited number of Instagram users of only 32k followers, this is also part of the plan to bring Vietnamese coffee to the international level and become more known

Tiktok: https://Awww.tiktok.com/@highlandscoffeevietnam?lang=en

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On TikTok, Highlands Coffee develops creative, highly entertaining short videos such

as sharing the typical coffee making process or participating in popular "trends" Behind the scenes at the restaurant and stories related to employees are also content that attracts attention TikTok is the platform that Highlands uses to reach the Gen Z generation, with the strategy of taking advantage of the platform's viral feature and collaborating with KOLs in the culinary field The fast spreading speed helps Highlands increase brand recognition, but regular updates are needed to maintain interaction

The tiktok market is growing rapidly, Highlands Coffee cannot miss it, so they have further developed this potential market, and are also gradually gaining their own position With nearly 125k followers and more than 1.1 million likes, it 1s promised that the Highlands Coffee brand will grow even more in the near future on Tiktok as well as other social networks

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Highlands Coffee uses YouTube to grow its brand by telling the story of its journey and core values through campaigns such as “Born and raised in Vietnam" The videos focus on emotional elements, Vietnamese coffee culture, and national pride, helping to raise brand awareness and increase interactivity Advertising content is optimized for mobile devices, has a short duration (8-12 seconds) to attract attention, combined with KOLs and Influencers to reach young customers In addition, Highlands also synchronizes YouTube strategy with other social networking platforms such as Facebook and TikTok to create a strong spillover effect, helping the brand maintain its leading position in the industry

2.2: SEO Marketing

SEO plays an important role in optimizing online presence and increasing potential customers Choosing and using the nght keywords will help Highlands Coffee stand out

on search engines, especially Google, thereby increasing the opportunity to reach new

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customers and enhance brand recognition Keywords such as "Highland Coffee," "roasted coffee," or "Vietnamese coffee" are the basic keywords that Highland Coffee needs to optimize on the website and blog posts to attract users looking for information about the brand's products or locations

The most searched keyword in the main keyword group is Highlands Coffee with 201,000 searches Keywords related to the brand name such as “Highlands Coffee" and

"Highlands Coffee" often account for a large proportion of Highland Coffee's total website visits, with about 50,000 to 100,000 visits per month This shows a high level of brand recognition and the popularity of the brand on search engines According to data from tools such as Google Search Console, the click-through rate of the keyword

"Highlands Coffee promotion" can reach about 5-10%, while the click-through rate of keywords such as "roasted coffee" or "Highlands milk tea" 1s often higher, ranging from 8-12%, This shows that Highland Coffee's marketing strategy is effective when keywords related to products and promotions can effectively attract users to click on ads or search results A high click-through rate also indicates that Highland Coffee’s ad content and headline, as well as its landing pages, are relevant and appealing to searchers The most

searched drink at Highlands is golden lotus tea with 4K searches The keyword “take- away coffee shops” has a fairly high search volume, higher than the keywords “coffee shop” or “coffee shop with a nice view.” From here, we can see the need of customers looking for more takea-way solutions, so Highland should promote e-commerce channels, and at the same time apply many attractive programs for this large customer base

Highland Coffee's search indexes are mostly in the thousands, achieving such success thanks to the SEO strategy on the business's website In addition to optimizing the main keywords on the website, Highlands Coffee needs to focus on building quality content related to those keywords, such as blog posts, coffee-making instruction videos, or email marketing campaigns, all of which must be linked to strategic keywords to increase coverage and visibility in search results SEO not only helps improve search engine ranking but also creates opportunities for sustainable growth when customers find product information easily and quickly

2.3: Email Marketing

Highlands Coffee has implemented an effective email marketing strategy to strengthen customer relationships and boost sales Highlands Coffee can segment customers into specific target groups to implement an effective email marketing strategy Potential customers who have shown interest in the brand through advertising channels, websites

or participating in promotional programs but have not yet made a purchase Customers who frequently visit the store, Highlands Coffee often sends birthday greetings, offers to loyal customers or announcements about new products Customers who come to Highlands Coffee for the first time will be sent a welcome email, introducing new products and providing special promotions

Email content is often of interest to Highlands Coffee, for example, a welcome email

to join the loyalty program and includes offers or discount codes for the next purchase New product notification emails, when there is a new product or promotion, Highlands Coffee can send introductory emails, with detailed information and attractive images of the product Customer care emails, Highlands Coffee sends reminder emails about the

loyalty program, providing information about reward points, how to accumulate and use reward points Survey emails, to improve service quality, Highlands Coffee can send survey emails, asking customers to give feedback on shopping experience, product quality and service at the store

Highlands Coffee has researched the time when customers usually open emails, mainly

in the afternoon from 2:00 to 5:00 and in the morning from 9:00 to 10:00 Choosing the right time to send emails helps increase email open rates and customer interaction This brand uses Microsoft Outlook to send mass emails with mail merge feature, allowing each email to be personalized for each customer This helps increase efficiency and attention of the recipient Email marketing is not only a tool to promote products but also a means to build long-term relationships with customers Highlands Coffee regularly sends information about promotions, events and new products, thereby retaining customers and creating brand loyalty

Highlands Coffee can track email open rates and click-through rates to evaluate the effectiveness of email marketing campaigns This information helps the brand to adjust email strategy and content to better suit the needs of customers

Highlands Coffee's email marketing is an important part of their overall marketing strategy Personalizing content, choosing the nght time to send, and using effective tools are key factors that determine the success of this campaign

2.4: PPC (Pay-Per-Click) Marketing

PPC (Pay-Per-Click) marketing is an effective online advertising strategy in which businesses pay each time a user clicks on their ad For Highlands Coffee, a famous coffee brand in Vietnam, PPC marketing can be a powerful tool to attract customers, increase revenue, and enhance brand awareness

Highlands Coffee uses PPC to increase its presence on search and social media platforms, making it easy for consumers to recognize the brand every time they search for coffee or coffee shops Create PPC campaigns to promote special promotions such as discounts, combos, or incentives for new customers