Tiểu luận EMarketing Highlands Coffee, 10 điểm

BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC THĂNG LONG -o0o - LẬP KẾ HOẠCH E-MARKETING CHO HIGHLANDS COFFEE Giáo viên hướng dẫn :Th.S Nguyễn Tường Minh Nhóm thực :Điểm 10 Chuyên ngành :Quản trị kinh doanh HÀ NỘI - 2021 Điểm Nhận xét giáo viên DANH SÁCH THÀNH VIÊN NHÓM STT MÃ SINH VIÊN A32378 A32505 A32613 A31649 A31729 A34402 A32363 HỌ VÀ TÊN SĐT Đánh giá Đỗ Quốc Việt Phạm Quang Vinh Trần Thu Trang Đinh Huệ Linh Trần Thế Tùng Nguyễn Thị Lan Anh Trịnh Thùy Vi 0886899594 100% 100% 100% 100% 100% 100% 100% Table Of Contents List of images and tables INTRODUCTION The reason for choosing this topic When our life gradually improves and society is developing, people now think about how to “dress well” besides three mains problems in the past (Rice, Clothes and Money) For that reason, the development of products and services in general, as well as the coffee shop industry have gradually developed (such as Highlands Coffee, The Coffee House, Trung Nguyen Legend and so on) Today, people not only come to the café for just drinks, but also for a place to hang out with friends, meet partners and enjoy their time after a hard-working day To keep up with the trends, Highlands Coffee needs to find specific and suitable directions for its business to assert its position in the marketplace With the utmost efforts of the HLC management team together with the agility in grasping the trend, Highland Coffee will continue to bring customers more suitable and convenient products to customers row Along with the modernization of the world, the increasing number of Internet users and diverse geographical locations, Highlands Coffee needs to have a suitable online business strategy to catch up with the new trend of the world as well as maintaining familiar customers and expanding new ones And so, our group decided to choose the topic "Planning for Digital Marketing for Highlands Coffee" The Introduction about Highlands Coffee Brand name: Highlands Coffee Type of business: Franchise brand Founder: Mr David Thai (born 1972) Country of origin: Vietnam Date of establishment: 1999 HISTORY OF ESTABLISHMENT AND DEVELOPMENT 1999: Highlands coffee was officially born 2002: The first generation shop was first born in Metropolis building, TP Ho Chi Minh City and after a week, Highlands coffee North moved with the shop in Au Lac kiosk 2006: Highlands Coffee with 25 stores nationwide continued to release the second generation with many changes in brand identity and space design 2013: Highlands Coffee transformed into a model of "Self-service", welcoming the first 3rd generation restaurant at Diamond Plaza, City HCM City In 2016: Highlands coffee became the first coffee chain to own 100 cafes nationwide, and at the same time, in 2016, HLC introduced the coffee icon In 2017: Improved based on the 3rd generation restaurant, the first 3.5G restaurant was opened at Crescent Mall, Ho Chi Minh City - the generation of shops that define Vietnamese identity with a design space that reflects culture, scenery, and children Vietnamese people, Highlands coffee elevates Vietnamese coffee and bread into art In 2019: Becoming the largest coffee chain in Vietnam with more than 300 cafes spread across 24 provinces and cities nationwide PART ANALYZE THE MARKETING HIGHLANDS COFFEE SCENARIO OF 1.1 Macro Environment Macro Environments are all forces outside the organization Although not directly and related to the business, it is very powerful Including factors: economy, politics, culture-society, technology-technology, natural environment, demographics 1.1.1 Economic Environment It is an important content in the analysis of the macro-environment Purchasing power depends on and is determined by income and price Therefore, the contents such as economic growth, economic structure, income distribution, the balance of payments, inflation rate, price slippage, banking system, interest rates, savings and consumption, tax, income, state and private ownership, economic sectors, labor, foreign investment, seasonal, part-time workers, exchange rates, and monetary issues all affect bridge In Vietnam, the average income level is 2,800 USD and will gradually develop to integrate with the world With that number, the purchasing power of consumers will directly affect Highlands coffee strategies in the future And in the current digital age, demand becomes more and more important and questions of businesses in the coffee industry in general and Highlands in particular need to have plans to attract new customers to the brand Highlands Coffee 1.1.2 Cultural - Social Environment In the character and thinking of Vietnamese people, they always want to approach new and more innovative things and like many people think that products and services from "foreign" are, of course, a good product Above all, every individual in Vietnam always wants to be served with a welcoming, enthusiastic attitude as well as giving them the comfort of using a product or service Vietnamese people have their style of enjoying coffee, they not consider coffee as a quick drink, effective against sleepiness like Americans, but enjoy coffee as a culture: sipping and thinking Sitting by a cup of coffee, sipping a small sip while reading the newspaper, listening to music, chatting with friends, working with partners, or sitting to work, and also to reflect on life, about people … Currently, there has been a big change in the way of enjoying coffee by a large number of people in big cities "Going to coffee" is no longer merely the act of filling people with a black liquid that contains no caffeine, it becomes a verb showing meeting, communicating, sharing experiences in space, drinks Therefore, Highlands Coffee is more and more widely available throughout the territory of Vietnam and is called a "genuine" coffee company The company not only sells pure coffee or drinks like many other shops, but they also enter the niche, that is, into service During the industrialization period, people went to cafes, not just to drink coffee Moreover, customers want to spend a moderate amount to buy luxurious space, ideal working seats and a place to meet and chat For Highland Coffee, with a warm attitude, welcoming customers and caring with them wholeheartedly, Highland Coffee always has a friendly look from their customers and has a large number of loyal customers 1.1.3 Technical Environment With the appearance of many services outside customers such as delivery (Grab, Baemin) or websites, articles to evaluate a product and service are very good Many new applications like Foody, Now, Also, there is a big rise in Vietnam about YouTubers specializing in evaluating products and services to the viewers And always catching up with the times to improve, HLC now is becoming a potential partner with the famous service brands mentioned above Therefore, with the majority of Vietnamese people using the internet and resonating with the above factors such as assessment, delivery, service, It is easy to bring products and services to customers easy for HLC 1.1.4 Natural Environment In the first half of 2020 and until 2021, the world is faced with a very dangerous virus, Covid-19, which greatly affects the economy, especially for businesses in transportation and production Export, However, for HLC, difficulties and challenges are also an opportunity, with the isolation of society throughout Vietnam, HLC has promoted the sale of products via the method of online delivery hands with customers and attract customers with special promotions With the epidemic not on the end until now, this service of HLC will continue to develop further shortly Besides, Covid-19 also works for many businesses, the company does not force employees to come to the company every day, but they can choose to work from home or at some other place HLC is a good place for them, grasping the situation, HLC has been implementing promotional products with coffee and breakfast combos within a certain time frame in the morning and noon when they have a lunch break Therefore, even if the pandemic continues to change, it will be easier to improvise in all circumstances of HLC than many other items 1.2 Micro Environment The micro environment includes elements in the industry that are directly related to the achievement of an enterprise's goals, the basic factors that make up the micro environment of the business such as internal, supplier, medium marketing space, customers, public groups and competitors 1.2.1 Inside of HLC Highlands Coffee belongs to Jollibee Foods Group, which is a very strong corporation in the fast-food business model in Vietnam For employees at HighLands Coffee, they have to go through rigorous, methodical and rigorous training sessions to become an official employee or manager Up to now, since being "handed over" to the big man Jollibee, Highlands Coffee has increased from 50 stores to 300 stores nationwide with an elite and skilled management team Highlands Coffee has won awards such as the top 100 best workplace or the top 50 most popular employers Highlands Coffee is the most present in Ho Chi Minh City, with more than 100 stores, covering all districts Notably, in the central area of District 1, if you pick up landmarks at the newly opened store located on Le Duan Street, about 200 meters from Notre Dame Cathedral, within a radius of 1-2 km, there are about 20 Highlands stores sealed this area Although concentrated with dense density, Highlands Coffee stores are always empty, the day is office people and at night is a gathering place for young people's coffee Although leading in the number of stores, always crowded with customers, this "giant" does not seem to have achieved its ambition 1.2.2 Customers a, Industry customers Customers can be coffee enthusiasts These people love what you and can enjoy talking to you about coffee, while a long line of people is standing in line behind them You need to be ready to talk to customers about your new brew, but you also need to be clear about customers who are less enthusiastic and just want to drink their coffee right away Customers are those who depend on wifi This is a group of people who need wifi for their work as well as activities What makes them most comfortable is that they can use wifi in a completely free, unlimited, fast and convenient way Clients are Freelancers They are one of the most targeted groups of customers who need a certain focus to get their job done So for these customers, your restaurant needs to meet the airy, wide space, the sound environment is not too noisy for them to work in the most concentrated way You can design comfortable seats, add light If your destination meets one of the above requirements, most likely during low peak times, you can maintain a regular, regular customer base A customer is an object group of groups, friends This is also considered a popular target group of cafes because the need to meet and chat with friends and acquaintances is still selected to take place at the cafe locations Comfortable, simple space, good drink factor, good service quality, beautiful location, affordable price However, not all units can achieve all criteria above when serving customers b, Targeted customers − Group 1: Men and women aged 25-40 + Love wide space, modern and delicate design + Are people with a relatively high income + Have a career, often bring technology equipment to work + Choosing Highlands Coffee is not only a place to meet friends and relatives but also a place to work, discuss or sign contracts with partners − Group 2: Young people + Age 18-24, are a university student or new graduate + Want a suitable space to study, take notes, and hang out with friends + Love technology, am passionate about social networks, and often use smartphones … In the process of moving to a market economy, there is competition and international economic integration trends, liberalization the business needs more attention and attention in determining target their customers Highlands Coffee chooses to follow the foreign giants by fusing domestic and foreign flavors and styles And the customers that HLC has been serving are middleclass consumers, office workers, and young people Drinking coffee here also makes customers feel that they belong to the upper classes Or the customers of the upper classes, who cannot drink coffee at an ordinary, unbranded store, they have to drink at Highlands Coffee - a place with brand reputation, partly to assert their level HLC always focuses on creating a comfortable and exciting coffee-enjoying atmosphere for customers to enjoy every day Sitting in the bar and sipping a cup of coffee, enjoying the cool air, reading a few pages of newspapers, listening to the soothing and relaxing music, which is not comparable And sure enough, stress covers, 10 + With keywords about Highlands Coffee, the monthly searches in Hanoi also reach the highest level in the F&B (Coffee store) industry such as Highland (60,500 searches); Highland Coffee (49,500 searches) Highland menu (12,100 searches); + In terms of web popularity rating, Highland has a high popularity, stay far from competitors like The Coffee House (up to more than 4k times); + In December 2020, there is 360k access to the website Of which, 34.85% is from desktop and the rest 65.15% is from mobile; + Compared to November 2020, Pages/visits increased by 20,43% The average visit duration increased by 26,16% The bounce rate is reduced by 6,37% This ratio is quite good because the highland website is not sold online, but only a tool for customers to learn more about the business side That is why they stay on the site for a long time because they are reading the information provided by the business + Excellent SEO, going backlink to the main website from many business and non-business platforms also helps Highlands Coffee's visibility increase significantly General comment about Google Adword of HLC HLC’s rank stays at a high position in Google search and Google images, keywords spread evenly and broadly 2.3 Online PR On October 8, 2019, Highlands Coffee organized a campaign "20 years to mount the pride of Vietnamese land" The concert schedule was also announced by Highlands Coffee with special guest singers in three major cities, Hanoi, Ho Chi Minh City and Da Nang Since then, it attracts a lot of people to interact with the posts In details: − On Youtube, the video “Highlands Coffee - 20 Years of Uniting Faith”; − “Tu Hao Dat Viet 60 seconds” has attracted 22,811,939 views; − On Facebook, the post "20 Years - Mounting the Pride of Vietnam Land" had 2.6k likes, 145 comments, 35 shares; − On Instagram, the post "20 Years - Mounting Vietnam's Pride" has 163 likes General comment about Online PR of HLC Online PR is one of the strengths in the Marketing strategy of Highlands Coffee when the company focuses on large campaigns to assess the understanding of 22 customers in the market It can be said that Highlands Coffee always knows how to delve deeply into customers' hearts 2.4 Website Marketing HLC’s website: https://www.highlandscoffee.com.vn/ a, Overview: − At the top of the website is the HLC Logo, the search box and the Vietnamese/English version to change; − The coffee shop location, menu, news, community responsibility and about us are displayed right in the middle of the page; − Three banners introducing new products and upcoming events Clicking it will immediately lead us to a deeper understanding − Website includes many categories and subcategories of each category to help users easily find products on demand: menu, coffee, tea, − In the middle of the website are two banners introducing ice cream and the taste of Phindi; Figure 2.8 Homepage of HLC’s Website - 23 Figure 2.9 Homepage of HLC’s Website - − Finally, Highlands Coffee's website also provides users with: + Links to Facebook, Instagram and Youtube; + Sign up to receive the newsletter; + Contact email − Besides, the website also has a chatbox running along with the slider in the lower right corner of the website and an arrow to return to the top General comment about the website of HLC − The web layout is quite reasonable, clear and professional; − Special promotions / special products are often more prominent thanks to a professionally designed banner or brand's logos and fonts; − The website contains a lot of information related to services; commitment of Highlands Coffee; price … − News of Highlands Coffee includes Highlands Coffee news, responsibilities community.; Selling price will be public and transparent; − The system of stores integrated with the map helps users easily find stores near their location; The website also displays the addresses of each store in the store listing The store also shows the status of operation and associated services at the store; − Full information about the business in the section about us; − The feature of receiving Highlands Coffee newsletters via email is quite useful, we can quickly and conveniently update new products and promotions 24 b, Measure HLC’s website quality with Spyfu Figure 2.10 Monthly Domain Overview (Spyfu) − Organic Keywords in January 2021 is 56; − Est Monthly Seo Clicks for January 2021 is 13; − Estimated Monthly SEO Click Value in January 2021 is 3.37$; − Backlink from travel review pages Figure 2.11 Monthly Domain Overview (Spyfu) 25 2.5 Affiliate Marketing Highlands Coffee has linked many articles and websites to its website and products This is an effective marketing method because there are articles that get millions of clicks Their display ranking has also increased significantly thanks to this method Figure 2.12 Affiliate Marketing of Highlands on VinID’s website 2.6 Customers Relationship Management (CRM) Customer relationship management (CRM) is a technology for managing all the company’s relationships and interactions with customers and potential customers The goal is simple: Improve business relationships to grow your business A CRM system helps companies stay connected to customers, streamline processes, and improve profitability At HLC, they are using the following CRM methods: − On HLC website, customers can easily search HLC’s support email or their Facebook fanpage As for engagement, they will reply immediately to all concerns and questions just in time − When customers place an order on their delivery number (19001755), customers are required to provide full information: name, phone number, address − HLC has its own Communication Crisis Department (CCD) According to the evaluation of our team, HLC’s CCD is working perfectly and they have solved so many problems that might affect HLC's reputation 26 Figure 2.13 HLC’s scandal about nylon cups and straws There’s no doubt that HLC’s CRM is working quite smoothly However, there are still on-going problems that HLC need to solve to get the best result on CRM − There’re so many promotions nevertheless HLC can’t publish their membership cards to support their loyal customers − HLC doesn’t have a hotline number for customer support and as a result, some types of customers such as Elderly customers may get some difficulties in contacting HLC’s support department 27 2.7 Email Marketing When customers connect HLC’s wifi at their store, there will be a popup website to ask about customer’s personal information (Full name and Email address) In that way, HLC’s team can collect the customer database easily to use for advertising activities and so on… Figure 2.14 HLC’s popup requirement to connect wifi However, as record progress from HLC’s customers, they haven’t received any emails from HLC about Marketing It seems like HLC just wants to collect the customer database for future use but right now, online advertising is bringing to HLC a better performance than Email marketing 2.8 Online Advertising This is the best E-marketing method of HLC because of its effectiveness With HLC, they always keep active in all social media to build high coverage with their customers − HLC always posts status, images, or videos about their new products and campaigns with engaging content and stunning quality Picture 2.8.1 Youtube Channel of HLC 28 Figure 2.15 Example post of HLC − HLC also has its own Youtube channel (Highlands Coffee Vietnam - 13.6K subscribers) to approach new customers easier Figure 2.16 Youtube Channel of HLC 29 Figure 2.17 Videos on HLC’s fanpage The average views of HLC’s youtube channel (in the last months: from 11/2020 to 1/2021) are 444,212K views Though it seems a high number, there still is a significant opposite when the lowest views video has just 17 views and the highest views video has 1.7M views The highest viewed video of HLC was from two years ago (2019) with 18,36M views, but it was their advertising campaign for their new Youtube channel This situation doesn’t match with HLC’s Facebook fanpage The average views of videos on Facebook fanpage come around 1.9M views in the last months Facebook is the most popular social network not only in Vietnam but also in the world therefore HLC invests much time and effort in Facebook to keep in touch with their customers HLC is choosing the right way to connect with its customers even so they still need to improve more things to achieve the highest performance 30 PART E-MARKETING PLAN FOR HIGHLANDS COFFEE IN NEXT MONTHS OF 2021 3.1 Goals − Online sales goal: Increase sales by 15% over previous months (11-12/2020 and 1- 2/2021) − Connection channel goal: + Having more customers through the entire connection channels of the business + Can deploy more connection channels suitable for customer support and convenient to help customers enjoy the product even during translation times − Domination goal: Acquired an additional 15% market share of the Vietnamese coffee market compared to the previous months 3.2 Break down the goals − With the goal of online sales, the proposed group divides the following goals: + E-commerce site: Sales on e-commerce sites (Now, Grab food, ) increased by 15% − With the target of market share, the proposed group is divided into small targets as follows: + Hanoi area: Market share increased by 5% compared to months ago (11,12,1,2) + Ho Chi Minh City: Market share increased by 5% compared to months ago + Other areas: Market share increased by 5% compared to months ago − With the connection channel goal: + In months (3-5/2021), the number of customers who subscribe to communication tools increased by 15% + Deploy more software, tool channels to serve customers in the Covid-19 time and catch up with the trend compared to competitors 3.3 Recommend E-Marketing Plans − E-Marketing plan on online sales target and market share 31 To achieve the goal of online sales and market share, the team proposes to apply preferential policies with specific product categories as follows: 32 + Facebook: Content for posts: suitable for each target audience Organize mini-games or Give-away on a certain topic about once a month on Fanpage to maintain the amount of interaction of old customers, as well as seek more interactions from new customers Update more reviews on Fanpage Offer vouchers to motivate customers to check-in or make reviews on the Fanpage: * reviews will be given a small gift by HLC or a voucher instead of thanks for trusting and traveling with HLC Encourage customers to review with photos and comments This also contributes to improving the brand value, product quality of Highland and also helps HLC be more known + Instagram: Organize events or games with pictures of HLC products and new posts with events hashtags and businesses instead get free upside cups or get one free product at a time next purchase at the store (checked and confirmed by staff) Create Instagram ads with new product discounts or give cupholders to customers when buying new products at the store for about week Update decorated store pictures on special occasions (Lunar New Year, coax Hung Vuong's nest, Vietnam National Day, ) and have promotions on prices and give cupholder specially designed for that occasion on the store's home page to encourage shopping needs of customers + Other channels: Promote sales on major E-commerce sites in Vietnam such as Grab food, Now, Loship, … by giving more promotions On the getting discount application at stores such as JAMJA, , offer appropriate discounts for customers to get the discount code and apply to the store to lower the product’s price Publish more sale programs such as "Hunting exclusive deals" on E-shopping applications linked with businesses such as Shopee or Lazada at special time frames, Divided the promotion of product categories into batches, each one lasting week and 1-week frequency, deploying through e-commerce sites, in turn, this project will last until months years 2021 Product appearance with KOL: Update pictures of KOLs using HLC products or pictures of relaxing customers using products on social networking sites, thereby evoking customers' excitement and attracting more customers other good 33 − The E-Marketing plan with the goal of the connection channels + Add more connection channels to HLC Add a live support department to receive customer complaints and feedback about products by older customers who not know or are not proficient in using social media Create a unique Highland Coffee application In the application, there will be a member information section and categories, product prices, points earned from which to receive price incentives to stimulate buying behavior, and customer ratings are updated after each time purchased and reset every year + Customers connection via Facebook: With shortcomings such as when the customer has a problem, it is advisable to appoint a regular operator to ask the customer's problem clearly so that he/she can promptly grasp the incident and work with the customer to handle the case (Pay attention to words and attitude to reply to messages because customers are very sensitive at the moment) After each customer complaint or negative feedback should take photos and at the same time improve the product, then capture the results and compare, post on the fanpage to let customers see clearly that their opinions are heard and respected Take advantage of the customers' trust in the brand and the high number of people interacting on the Fanpage to give warnings about fake news sites, and highlight the difference between real and fake news sites to help customers easily recognize words That avoids the risk of losing personal information HLC should add the option "anonymous comments" when guests have comments on the Fanpage because there are customers who have a need to protect personal information HLC should give questionnaires and encourage customers to respond with certain rewards and from there select the branding comments and improve service quality + Customers connection via Instagram: Regularly update store decor to suit special occasions and when posting, use hashtags that many visitors to attract more customers to know the product and brand Regularly update photos of new flavor collections or share with customers good tips such as "tips to enjoy Freezee in your style", + Customers connection via Youtube: 34 Create short videos with touching stories to evoke customers' deep feelings, thereby creating sympathy and gaining a new customer base Organize a successful video recording contest that conveys the message given by the program, then selects suitable videos, contact contestants and buy back the video, play it on the corporate YouTube channel after the version is available permission Create short videos with themes about special occasions such as Vietnam's National Day, Hung Vuong's Commemoration Day, Lunar New Year, to show the interest of businesses to special occasions in Vietnam Especially in the current translation period, when cities, wards and towns are socially stripped, there should be a video expressing regrets and words meaning sympathy, encouragement and see you again after the social gap ends and shows the desire to accompany and share many levels of emotions with customers For example, when Da Nang is socially isolated, it should have the slogan: "Da Nang stay at home safe"; thereby creating sympathy with intermediate customers and active customers In the description of the videos uploaded to the Youtube homepage of the business, it is recommended to link the links of Facebook, Instagram, Website so that customers can access as many distribution channels of the store as possible while aggregating the links link to the online product purchase pages of the business so that customers can know and order products online if they are afraid of going to the store or fear of epidemics 35 FINAL REMARKS Overall, HLC's E-marketing is quite good, as evidenced by HLC’s recent business results However, there are some points that need to improve as follows: - There are many sub fanpages of HLC on Facebook, and they are not all synchronized to the main fanpage Besides of sub fanpages, there are a lots of fake websites which posts false information about HLC’s activities HLC should create more events, promotions for customers due to the seasons, holidays,… not just to boost up new products CRM’s activities of HLC is not really good HLC should focus on customers experience by asking each customers if they have any comments or contributions when shopping at HLC’s stores Planning E-Marketing activities is one of the most important work for each companies in this developed life, it helps the company to have an overview about their products and services It also affects to the business decisions in the future strongly, so we hope by our essay, HLC can improve the weakness and luminescent their advantages to achieve the goals which HLC suggested 36 ... Thu Trang Đinh Huệ Linh Trần Thế Tùng Nguyễn Thị Lan Anh Trịnh Thùy Vi 0886899594 100 % 100 % 100 % 100 % 100 % 100 % 100 % Table Of Contents List of images and tables INTRODUCTION The reason for choosing... Currently, Highlands Coffee is at the top of many key keywords of the brand such as highland, highland coffee, menu highland, − According to Semrush.com: 21 + With keywords about Highlands Coffee,. .. 1.2.1 Inside of HLC Highlands Coffee belongs to Jollibee Foods Group, which is a very strong corporation in the fast-food business model in Vietnam For employees at HighLands Coffee, they have