trung nguyên

THE MINISTRY OF FINANCE ACADEMY OF FINANCE oOo MARKETING FACULTY Topic : MARKETING STRATEGY OF TRUNG NGUYEN COFFEE Lớp: CQ56.11.03.CLC Thành viên: Lại Hương Liên Đào Ngọc Anh Lê Thu Uyên Nguyễn Thị Khánh Linh Trần Quỳnh Anh Nguyễn Thị Trang Hà Nội, ngày 22 tháng 11 năm 2020 A, Company Overview Company introduction · Established in mid-1996, Trung Nguyen is a young coffee brand in Vietnam, but has quickly built up a reputation and become the most popular coffee brand among consumers both at home and abroad Within 10 years, from a small coffee company located in the middle of the coffee capital Buon Me Thuot, Trung Nguyen has emerged into a powerful corporation with member companies: Trung Nguyen Joint Stock Company, Trung Nguyen Instant Coffee Joint Stock Company, Trung Nguyen Coffee Company Limited, G7 Trading and Service Joint Stock Company and Vietnam Global Gateway Joint Venture Company (VGG) with main industries including: production, processing trading in tea and coffee; franchising and modern retail and distribution services In addition, Trung Nguyen has also built a system of more than 1000 convenience stores and G7Mart distribution centers nationwide · CEO and General Director: Dang Le Nguyen Vu · Head Office: 82-84 Bui Thi Xuan, Ben Thanh Ward, District 1, Ho Chi Minh City · Established Day: 16/06/1996 History of formation and development · 16/06/1996: Started his career in Buon Ma Thuot (Producing and trading tea and coffee) · 1998: Trung Nguyen appeared in Ho Chi Minh City with the slogan "Bring new creative inspiration" and the number 100 Trung Nguyen cafes · 2000: Marked the development with a presence in Hanoi and franchised to Japan for the first time · 2001: Trung Nguyen is present nationwide and continues to franchise in Singapore, followed by Cambodia and Thailand · 2002: The product of Tra Tien was born · 2003: Launched G7 instant coffee and exported G7 to developed countries · 2004: Opening Trung Nguyen coffee shop in Japan, a network of 600 cafes in Vietnam, 121 distributors, 7,000 points of sale and 59,000 retail stores of products · 2005: Inauguration of the roasting plant in Buon Ma Thuot and Vietnam's largest instant coffee factory in Binh Duong Certified by EUREPGAP (Good Agricultural Practice and Good Coffee Quality) of the world Officially opened Tra Tien Phong Quan cultural tourist site in Lam Dong Developing a coffee shop system up to 1,000 coffee shops and franchising presence by Trung Nguyen cafes in Japan, Singapore, Thailand, Cambodia, China, Ucarine, USA , Poland · 2006: Investing and building and developing the largest distribution system G7Mart in Vietnam and building and standardizing the domestic franchise system, promoting the development of franchising internationally Launched Vietnam Global Gateway Joint Venture Company (VGG) headquartered in Singapore Rewards and recognitions · 2000-2007: Won the title of Vietnamese High Quality Goods · 2000: General Director was awarded the Red Star Award · 2003: Labor Medal Grade III Award · 2003 & 2005: The Vietnam Gold Star Award · 2004: ASEAN Best Young Entrepreneurs Award · 2006: The Vietnam Famous Brand Award, The Vietnam Strong Brand Award · 2007: Labor Medal Grade III Awarded, Certificate of Merit from the Prime Minister for the enterprise "For many consecutive years being voted for the title of High Quality Vietnamese Goods, contributing to the cause of building socialism and defending the country, Voted by consumers as the leading product in the non-alcoholic beverage industry in the HVNCLC 2007 poll organized by Saigon Tiep Thi Newspaper · 2012 : The National Brand Awards · 2011: National Quality Gold Award · 2014: Certificate of Excellence in Asia-Pacific Company’s products · High quality Trung Nguyen coffee: Weasel Weasel Coffee; Legendee Weasel Coffee; Creation · Coffee Roast: Group of universal roasted products; Product group of preparations ;Group of innovative products · Pure coffee beans · G7 Instant Coffee · Fresh Coffee · Sweetened Sweetened Cream Brothers B, Marketing management Orientation Production concept Consumers tend to prefer widely available and affordable products Therefore, at the end of 2003, G7 was introduced Before G7 appeared, Vietnam's instant coffee market had only two main pillars, Vinacafe and Nescafe, in which Netscafe used position with more than 50% market share With reasonable prices about 40500 to 203100 VNĐ depend on size Almost people have normal income can buy it - In addition, It is unique, rich and seductive taste, exactly style of Vietnamese coffee, helping G7 instantly conquer 89% of consumers - Right at first period,G7 is produced at two instant coffee factories in Buon Ma Thuot, later expanded with an instant coffee factory in Binh Duong Processing capacity in this period is about 150-200 tons / month The product concept To match the change of trend over time, Trung Nguyen continuously improves product quality, performance more and more with a total investment of more than 40 million USD for coffee processing factory But Trung Nguyen always keep tranditional taste to make people have special impression The selling concept Each person has a preference,so in one product line, Trung Nguyen also produces different types to suit many users They can easy choose what they want to buy The marketing concept There are many marketing strategy of Trung Nguyen Specially to mention is in 1998, Trung Nguyen appeared in Ho Chi Minh City with the slogan "Bringing new creative inspiration" The coffee shop has Tay Nguyen style that has many delicious types of coffee By 2000, Trung Nguyen marked its development with a presence in Hanoi and gave Singapore its trademark for the first time Trung Nguyen Coffee is a Vietnamese company that applies the domestic and international franchise business model for the first time And after years, Trung Nguyen has built up a reputation and become a familiar coffee brand name for both domestic and foreign consumers In 2001, Trung Nguyen had a nationwide presence and a leading position with a network of coffee products In addition, Trung Nguyen also successfully established initial rights in Japan, Thailand, China and Cambodia The societal marketing concept Trung Nguyen is a corporate social responsibility They have many program investments and charity activities One of programs is “Every day a good book to change a person's life" is organized towards the book festival April 21 With the desire to continue to contribute to building a generation of young warriors rich in fighting spirit, aspiration, Creativity, discipline and sustainable enrichment in the spirit of service C, Marketing stategy I Situation analyst Vietnam's business environment Opportunities and Threats of businesses 1.1 Opportunities ⮚ Economic Factors Viet Nam is high economic growth country Vietnam's economy is gradually recovering and achieving impressive results In recent years (2016-2019) our country's growth rate has had positive changes, GDP growth is relatively stable, especially in 2019, the GDP index reached an impressive number of 7.02% and The national income per capita in 2019 is estimated at $ 32,000 This creates confidence for investors, can attract a lot of domestic and foreign capital ⮚ Social factors - According to the latest statistics of the World Health Organization (WHO), our country's population ranks 15th in the world with approximately 95.6 million people Vietnam is considered a densely populated country and its population continues to increase This is the golden population period of Vietnam, the number of people in the working age is high, which contributes to economic development Cheap labor cost is also an important factor in attracting investment from foreign enterprises - - Vietnam's population structure by age The process of urbanization and immigration also affects the consumer market for goods and services Up to now, the country has about 700 municipalities, including centrallyrun cities, 44 cities under the province and over 500 towns Since the renovation period, international cooperation has been promoted, Vietnam joined international organizations such as ASEAN, APEC, WTO, Currently, Vietnam has established through diplomatic relations with 171 countries of all continents Vietnam is also a member of 63 international organizations and has relationships with more than 500 non- choosing a brand of love drinks like for themselves, thereby expressing his own personal style - + Middle class: This class tends to have more active consumption than the other two classes Their consumption trends demonstrate the pursuit of a more quality, more comfortable life and spend about 65% of their total spending on necessities other than daily food and catering needs So when choosing a beverage product, they will pay much attention to quality first, then the right price + Lower class: Poor people with almost no jobs or very low wages Therefore, they are mainly concerned with daily life, so the consumption of beverages such as coffee is not very important and this group has little influence on business firms Personal: + In the household: Coffee is bought for domestic consumption and given or donated + Outside households: Agencies and businesses buy coffee for the purpose of serving the needs of work or living of workers, can bring gifts, gifts on Tet holidays + Occupation: The majority of coffee drinkers in Hanoi have university degrees or at least a high school degree, the retired people drink coffee the most by 19.8%, and students At least only 8% of people drink But HCM City is drinking coffee at almost any level Business people drink the most with 26.3%, followed by students and retirees who drink the least + - Psychological: + - Ages: In-depth research on coffee consumption in the two major cities is Ho Chi Minh City and Hanoi with nearly 800 households sampled for the survey It is noteworthy that in both cities the average coffee drinker is under the age of 40, as in Hanoi, the average age is 36.3; HCM City is a little younger Motivation: Increase mental performance quickly, increase mental and intellectual performance Helps users to be more alert and focused Refreshing makes people easier to handle has a positive effect on the cardiovascular system, dilating the vessels in the brain, heart, and lungs Social: + Group under 19 years old: This is the age that is in the process of perfecting both physically and mentally at the same time, is also the time to gradually form a special "self" to form positive and independent thinking However, in this group, most of them are students, still sitting in school, they live with their families and are not financially independent Psychology of consuming beverages such as coffee is often influenced by family, friends, neighbors, or the bands and singers that they love So their actions and consumer psychology is mainly imitation + Single customer group: This group includes students who are employed but unmarried This group has gradually separated from their parents and financial independence is gradually forming They have independent thinking and profound awareness about life problems This group is not an imitation anymore but has rules and attitudes to products: quality, utility, taste and especially product selection and attention to price Client group is married: The group of customers is completely financially unique to their parents, fully aware of the action, and has a maturity in product choice Reference Group has a direct impact or Reference group has an indirect impact such as Family, friends, neighbors, colleagues, sports clubs This influence group gradually has less impact on attitude product concept and concept Because this group has the awareness and thought to can choose whether or not to buy coffee products + + Family: Family size tends to decrease, and the birth rate is decreasing On the other hand, the sex gap ratio is 112 males / 100 females Changing household structure and decreasing family size also leads to a change in the structure of consumption of products and services Smaller family members in the family are more concerned about their health and personal needs, so the individual needs of the individual coffee target set are cared and met In addition, the increase in the male proportion is also a factor in the increase in coffee sales + Age and family life cycle stages ● Group of customers under 22 years old: This is the age that is in the process of perfecting both physically and mentally at the same time, is also the time to gradually form a special "self" to form positive and independent thinking However, in this group, most of them are pupils and students who are still sitting in school, they live with their families and have not been financially independent So this is not ... capital Buon Me Thuot, Trung Nguyen has emerged into a powerful corporation with member companies: Trung Nguyen Joint Stock Company, Trung Nguyen Instant Coffee Joint Stock Company, Trung Nguyen Coffee... Meanwhile, Trung Nguyen's strategy is aimed at the vast majority of Vietnamese consumers It can be easily seen that Trung Nguyen's mistake is not clearly identifying the target segmentation Trung. .. of serving at Trung Nguyen shop The level of investment in decoration also has a huge difference Trung Nguyen is using price differentiation strategy, the customer heterogeneity in Trung Nguyen's