Marketing report major marketing a marketing campaign for new ice cream products of mixue company

One of the most popular ice cream and milk tea brands worldwide right now is Mixue Bingcheng.. Customer and Competitor analysis External analysis 2.2.1 Customer analysis Since ice cream,

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY FACULTY OF INTERNATIONAL BUSINESS ADMINISTRATION

Chapter 1 Introduction

Chapter 2 3Cs Analysis

2.1 Internal analysis of the selected company

2.2 Customer and Competitor analysis (External analysis)

Chapter 3 Market Targeting, Segmenting and Positioning

3.1 Focused segmentation and Targeting

E2: a Ă es

Ea ': cr

EU n A.d:¬¬-Ế::::

3.1.2.5 Generation - - c1 11211 1121 112110112111811 1111111111111 H1 HH HH nh

3.1.2.6 Race and Culture

Figure I Marketing campaign

The Mixue brand, originating from China, is not merely a label but encapsulates significant

meanings "Mixue," when translated into Vietnamese, resonates as "Snow Honey," where

"Honey" conveys a sweetness akin to honey, and "Snow" evokes sensations of coolness and purity reminiscent of snow cream Beyond being a mere moniker, it serves as a nuanced representation of the quality and distinctive experiences that the brand aspires to deliver

With an impressive count of 21,582 Mixue stores solely in the Chinese market, this figure is

more than a numerical statistic; it stands as a testament to the brand's robust influence within the

contemporary beverage sector This achievement doesn't solely hinge on product quality but also

on the brand's adeptness in innovating its business model and crafting exclusive experiences for

its clientele When you think of Mixue, the immediate association is with ice cream, followed

closely by milk tea and a variety of fruit teas The brand's prowess in marketing is evident through its adept utilization of communication methods For instance, a Mixue song gained considerable popularity during the latter half of 2023, serving as a testament to the brand's ability

to resonate with the audience and stay on-trend

Furthermore, Mixue has demonstrated a keen understanding and effective application of the

traditional marketing mix, often referred to as the 4Ps — Product, Price, Place, and Promotion

The brand's success in the Vietnamese market can be attributed to its strategic alignment of these elements Mixue has not only offered a diverse and appealing range of products (Product) but has also priced them competitively, ensuring accessibility to a broad consumer base (Price) The strategic placement of Mixue stores (Place) and the utilization of trendy and impactful promotional methods (Promotion), such as the aforementioned song, have collectively

contributed to the brand's significant success in penetrating and thriving within the Vietnamese

market

Chapter 2 3Cs Analysis

2.1 Internal analysis of the selected company

Chinese-born Mixue was founded in 1997 and now boasts over 22,000 shops across the globe With a core plant, a warehousing and logistics center, a franchise system, partner assistance, and

a research and development center, Mixue boasts an effective management and operating system Specifically, the corporation makes a significant amount of money from the massive franchise system just by selling raw ingredients and packaging to franchise locations Additionally, Mixue employs a group of vibrant, vivacious, and competent workers who are constantly on hand to assist clients and execute eye-catching marketing campaigns Mixue’s products were high- quality and varied at the time Mixue’s drink menu features over thirty options Given that Mixue provides all of the ingredients, the product’s quality is likewise fairly consistent Just around % less is Mixue’s product cost than that of its rivals This makes Mixue more “pocketbook” friendly for most customers In addition, Mixue has certain drawbacks, such as its primary offerings being seasonal ice cream and milk tea that must be enjoyed right away Mixue grants partners complete control over franchise shop administration, refusing to be involved herself As

a result, maintaining uniformity in quality across the board at every location in the system is exceedingly challenging Fruits, milk, and other fresh ingredients are used to make Mixue’s goods Therefore, in order to guarantee that ingredients are delivered on time, each region must have its own production and distribution infrastructure Additionally, Mixue has been linked to several incidents involving food safety and hygiene, including the purposeful alteration of

ingredient expiry and the presence of bugs in drinks The reputation of the entire Mixue system may suffer as a result of these instances Mixue is currently working to reach a wide range of nations with its market expansion Looking to the international market is a must for a large brand like Mixue that has dominated the domestic market The main factor for Mixue to keep growing its scale will be new markets at the rate at which franchised shop numbers are currently rising quickly Mixue will soon experience a dilution of the franchise system This indicates that there are too many establishments in one location, resulting in the failure to draw in new investors to keep using Mixue’s system

One of the most popular ice cream and milk tea brands worldwide right now is Mixue

Bingcheng Mixue has reached 2,500, 5,000, 10,000 and 15,000 stores, respectively, between

2016 and 2021 As of the end of March 2022, Mixue was among the top 5 food and beverage

brand chains in the world with the most stores, owning 21,582 of them Mixue added 7,643

stores in 2021 alone Mixue Ice Cream & Tea made 10.35 billion yuan in sales in 2021 Selling tea, jams, thick syrup drinks, and other components, specifically, to franchise partners Amounted to 7.23 billion yuan, or 70% Sales of packaging to franchisors totaled 1.78 billion yuan, or 17% of total sales Operating supplies and equipment sales totaled 1.05 billion yuan, or almost 10% of total sales The management charge for a franchise is about 2%

2.2 Customer and Competitor analysis (External analysis)

2.2.1 Customer analysis

Since ice cream, milk tea, and fruit tea are Mixue’s main products, many consumers use this brand Mixue caters to a younger clientele, especially college students and middle-class individuals Although not heavily promoted in the market, up to now, Mixue has had about 600

stores in the year, spread across 43 provinces and cities In Hanoi, this brand has 137 stores across large and small streets Mixue’s coverage is incredibly fast Mixue’s stores are concentrated near schools to attract ages from preschool to high school, including college students and adults How many calories are in Mixue ice cream? It is definitely a question that many Mixue ice cream “addicts” wonder Because of the special flavor, both fresh and creamy but with just the right amount of sweetness, people have to eat 2-3 at the same time, leading to the fear of weight gain There are two flavors of Mixue ice cream that are most loved by many people: matcha Mixue ice cream and Mixue original ice cream Matcha Mixue ice cream is rich

in green tea flavor, mixed with the delicious taste of milk Meanwhile, Mixue full-flavored ice

cream is rich in fragrant vanilla flavor, which is super stimulating to the taste buds In particular, the outside of the cone is super crispy-not only children but even adults love it Furthermore, today’s Vietnamese youth are attracted to new ideas and quickly catch up with trends To meet customer’s needs and tastes, Mixue offers a wide variety of products in terms of flavors, colors,

and forms Additionally, Mixue uses modern media channels, including social media, TikTok,

commercials, brand mascots, background music, slogans, logos, and game shows, to create engaging experiences for its regular customers

2.2.2 Competitor analysis

Other brands of ice cream and milk tea compete fiercely with Mixue in the market However, Mixue’s immediate rivals are not luxury cafes or milk tea stores because the products under

30,000 VND in this brand’s target market are affordable As a result, TeAmo, Do Do, Miu Tea,

and other inexpensive milk tea companies are Mixue’s primary rivals in Vietnam Mixue may create an impact by continuing to provide premium products at affordable costs, committed customer service, a distinctive brand identity, and innovative marketing techniques

3.1 Focused segmentation and Targeting

In terms of market segment, in April 2023, Mixue officially reached the milestone of 1,000

stores covering 43 provinces and cities in the Vietnamese market In less than 5 years of entering the market, through the franchising business strategy, Mixue has achieved a store scale that no other beverage chain in the Vietnamese F&B market can keep up with This is considered a new milestone, a "speedy" development in the competition between beverage brands in Vietnam With several 1,000 stores, Mixue also officially became the largest beverage chain in Vietnam, surpassing famous brands such as Highland Coffee (605 stores), Phuc Long (114 stores)., The Coffee House (155 stores) and Trung Nguyen Legend (77 stores)

3.1.1 Geographic segmentation

The North: Mixue is popular with young people in urban areas, especially Hanoi and Hai Phong Central Vietnam: Mixue is increasingly popular in Da Nang and Hoi An, especially with tourists and foreigners

South: Mixue is widely consumed in Ho Chi Minh City, favoring sweet and fruity flavors

3.1.2 Demographic segmentation

3.1.2.1 Age and life cycle stage

Children (5-16 years old): Mixue is loved because of its delicious and diverse ice cream and drinks This age group often comes to Mixue with family and friends

Young people (18-24 years old): Mixue is a popular choice in this age group due to its affordable price and convenience

Working people (25-34 years old): Mixue is popular with this segment because its caffeine content helps them stay awake during working hours

3.1.2.6 Race and Culture

Vietnamese: Mixtures are deeply ingrained in Vietnamese culture, with traditional flavors such

as aloe vera and mango being popular choices

Foreigners: Foreigners like fruits with strange flavors such as coconut and peach

Extroverts like Mixue's fruity and refreshing flavors, while introverts like chocolate flavors

because of their caffeine content

Mixue's target audience is quite broad, from 6 to 25 years old, Mixue creates a brand image that

is friendly, simple, and affordable for students

Brand personality: Friendly and Approachable

Color Palette: Red and White, easy to attract the attention of younger customers, these colors evoke positivity and energy

Logo: Snowman Iconography, incorporate the snowman holding an ice cream staff as a prominent element in the brand's visual identity This reinforces the winter and ice cream theme, making it memorable for customers

Affordability: Emphasize affordability in the pricing strategy Consider offering student discounts, combo deals, or loyalty programs to make the ice cream more accessible to students

on a budget

3.2.1 Value proposition

Mixue Ice Dream and Tea is a premium beverage product that combines traditional flavors with modern flavors to bring a unique and healthy drinking experience to Vietnamese consumers Mixue products are formulated with natural ingredients, such as fresh milk, cream, fresh green tea, and green tea, to provide a variety of health benefits, including increased energy, improved Concentrates and aids digestion Mixue's value proposition focuses on providing healthy and refreshing beverage options that meet the unique needs of Vietnamese consumers

3.2.2 Points-of-Difference (PODs)

Affordability: Mixue offers products at affordable prices, making it accessible to a wide range of customers For example, a cup of Mixue milk tea costs around 30,000 VND, which is lower than many other milk tea brands on the market

Quality: Mixue uses fresh and high-quality ingredients to create delicious and nutritious drinks The company also produces its own tea and milk ingredients, ensuring consistent quality and flavor across its products

Diversity: Mixue offers a wide variety of drinks to meet the needs of different customers The

company offers milk tea, fruit tea, coffee, ice cream, and more, with a variety of flavors to choose from This helps Mixue attract a wider range of customers, from those who love milk tea

to those who prefer coffee or fruit tea

Customer engagement: Mixue regularly engages with customers on social media, helping to build relationships and loyalty The company hosts photo contests, mini-games, and other activities on social media, giving customers a chance to participate and win exciting prizes Mixue also regularly updates customers on product news, promotions, and more through social media This helps customers stay informed about the brand

Chapter 4 Current Marketing Campaign Analysis

Mixue in Ho Chi Minh City implements a marketing strategy with a focus on elegance and humanity The brand avoids loud approaches and instead emphasizes brand promotion through images of local farms, establishing a connection between the product and its high-quality origin This strategy goes beyond showcasing a commitment to quality; it creates a story behind the product, enhancing curiosity and interaction from customers Exploring creativity through the use of exclusive mascots, such as bubble teacups, keychains, and aesthetically pleasing decorative items, makes the products friendly and memorable Utilizing social media, like

Facebook with over 28,000 followers, proves to be an effective means of interacting with the

customer community Franchise stores actively participate, managing their own information and exclusive promotions, fostering community engagement