Thuyết trình Môn IMC về thương hiệu kem Dairy Queen

I Introduction: Dairy Queen - International Dairy Queen, Inc., also owns Orange Julius and Karmelkorn The first DQ restaurant was located in Joliet, Illinois It was operated by Sherb Noble and opened for business on June 22, 1940 It served a variety of frozen products, such as soft serve ice cream For more than 60 years, the Dairy Queen system’s recipe for success has been simple It’s been a combination of hard-working people who own and operate restaurants and great-tasting food and tempting treats served in our establishments Although much has changed in the world and in the Dairy Queen system through the years And, success for the Dairy Queen system is as simple today as it was in 1940 Satisfied customers lead to successful restaurants Each owner of our independently owned and operated establishments worldwide are committed to nothing less than the slogan “We Treat You Right.” Dairy Queen mission: Dairy Queen mission statement is “To create positive memories for all who touch DQ.” Several components relate to this mission statement: ● Outstanding leadership to motivate the best services: Dairy Queens mission statement alludes to leadership in the quick service business It is an aspect that is reflected in its progressive growth ever since the first store in 1940 as shown in its history ● Professional care: the company’s mission statement emphasizes the importance of value creation in its line of business It recognizes the impact of specializing in services that strategically elevate the business, and this directly links to its vision statement when it comes to becoming a top brand ● Exceeding customer’s expectations: Creating long lasting and positive memories requires actions that offer beyond what the customer expects Dairy Queen does this by offering the most competitive quick-services, uniquely tailored for its clients as a reflection of its strategic approaches ● Improving life: The company mission indicates that it does more by touching on the life of those in need as part of its growth strategy represented by this component 2) Dairy Queen vision: Dairy Queen vision statement is “To be the world’s favorite quick-service restaurant.” The following factors relate to this mission statement: ● Global reach: As underlined in its mission statement, the primary strategy of Dairy Queen Company is to create great memories ● Favorite quick-service restaurant: Dairy Queen vision statement calls for exceptional services that distinguish the restaurant from others in the sector ● Compliance with social responsibility: Within its vision statement, Dairy Queen recognizes much more than provision of its primary services as a restaurant October 2015: QSR Vietnam officially opened the DQ Grill and Chill brand for the first time in Vietnam and Asia With the mission of bringing new culinary styles to young people in Vietnam with the highest commitment on service and product quality Dairy Queen® produce a new products called “TROPICAL QUEEN YOGURT” aims to target the food market, to bring and serve customers a completely new yogurt product that meets high and frequently changing needs of customers II SWOT & Macro - Environment Analysis Demographic: The current population of Vietnam (or Viet Nam) is 97,100,365 as of Tuesday, March 24, 2020, based on Worldometer elaboration of the latest United Nations data By 2035, the population will be growing half as quickly as it is today It is projected that the Vietnam population will break 100 million by 2022 Viet Nam is well known for its golden age structure with more than 52% of people in working age and about 97% of the working age population is literate, according to the Ministry of Education and Training.The government has taken steps to meet the demand of high-skilled industries, including increasing vocational and technical training In 2018, there were more than 1,900 vocational training centres across Viet Nam => Young population and large workforce, with growing talents Opportunities => Economic : Vietnam’s GDP grew 7.02 per cent in 2019, higher than the target set by the National Assembly and the second year economic growth has surpassed per cent With positive results in 2019, Vietnam’s economy is expected to maintain good growth in 2020 Wages in Vietnam is expected to be 620.000 VND Thousand/Month by the end of this quarter, according to Trading Economics global macro models and analysts expectations In the long-term, the Vietnam Average Monthly Wages is projected to trend around 6200.00 VND Thousand/Month in 2021 and 6400.00 VND Thousand/Month in 2022, according to our econometric models => The ability of paying for food depends on income People who have a high income are willing to pay for food more usual Natural Vietnam’s climate is tropical monsoon It has diversified ecology Thanks to it , there are more than 30 different kinds of fruit-trees in Vietnam, in which 27 kinds have commercial value, and grown on big land area, such as a custard-apple custard-apple, orange, mandarin orange, pomelo, jack-fruit, litchi, Avocado, Banana, Mango, Strawberry, Lemon Orange, Grape, Passion fruit, Cantaloupe, Pineapple => It is an opportunity for developing new product, which is made from fruits Cultural environment: According to Kantar, today’s consumers are more conscious about their appearance and weight They choose more products with natural and safe ingredients or with no/ low sugar, fat, calorie, or cholesterol and more exercises to keep them fit There appears to be plenty of appetite for ‘nutritional’ products such as Soya Milk and Yogurt which we can expect to develop further in Vietnam => Opportunity Political environment: Since the entrance to WTO, Vietnamese government has had a lot of policies to encourage Foreign Direct Investment (FDI) In detail, according to Resolution No.103/NQ-CP issued on August, 29th, 2013.Vietnam’s new business franchising regulation provided for a legal regulatory weather conductive for the franchising sector The government coverage encouraged the opening up of foreign dispenses which are likely to grow With an annual growth of 30 percent in recent times, franchising showed great potential as a sort of business in Vietnam (U S Business Service 2009a) Vietnam political situation is supposed to be stable at the moment and there would not many changes in regulations as well as administrative systems of Vietnamese government in the next years This is one of the very important factors which help entrepreneurs build their right strategies because political situations have a great effect on domestic consumption => Opportunity Though our government has been encouraged corporations with FDI to invest in Vietnam, there have been a number of complicated procedures and documents Moreover, Vietnamese administrative controlling systems are not explicit, the corruption still exists in a variety levels of authority These facts are time-consuming and cause an unfair competition => Threat Technical environment : Vietnam is now the eighth largest provider of IT services in the world Five IT industries that are currently trending are fintech, artificial intelligence, E-commerce, software outsourcing, and education technology (Samuel, 2019).As many other modern stores, Dairy Queen provides free wireless internet access inside of their outlet in order that their customers can easily browse internet while eating Dairy Queen has an official online website and cooperates with delivery apps such as : Grab, Delivery Now, GoViet, Baemin, which make it more easy for customers who want delivery service to order SWOT ANALYSIS: Strengths: ● ● ● ● ● Popularity in sweets industry Backing of strong parent brand ensures financial stability Reputation for high quality treats & desserts Good online presence : facebook, instagram, twitter, website Dairy Queen has an official online website and cooperates with delivery apps such as : Grab, Delivery Now, GoViet, Baemin, which make it more easy for customers who want delivery service to order Weakness: ● ● ● ● Few of branches in big city Small space restaurant Understaffed at the front counter Brand awareness is low in Vietnam Opportunities: ● Young population and large workforce, with growing talents ● The Vietnam Average Monthly Wages is projected to increase, people are becoming richer So the consumption may also increase ● Vietnam has many kind of tropical fruits It is an opportunity for developing new product, which is made from fruits ● Vietnamese consumer would rather believe in words of mouth from relatives and friends than listen, watch, or read an advertisement As long as Dairy Queen can keep up with its superior values, customers will talk and recommend the brands inside their connection circle ● Vietnamese consumers are more conscious about their appearance and weight They choose more products with natural and safe ingredients or with no/ low sugar, fat, calorie, or cholesterol and more exercises to keep them fit ● Vietnam political situation is supposed to be stable at the moment and there would not many changes in regulations as well as administrative systems of Vietnamese government in the next years Threats: ● Competitions from Baskin Robin, Starbucks, Häagen-Dazs, Buds, I love kem, ● Competitors have new or innovative products, service ● In Vietnamese culture, first impressions are also really hard to be shaken; therefore, if Dairy Queen did something recklessly, it might badly affect the brand for a long time Therefore, Dairy Queen has to be very careful to plan their marketing strategy in Vietnamese market ● The fresh fruits would be rotten easily if they aren’t kept in good condition ● Fruit prices change seasonally affecting cost of goods sold ● Product quality is greatly influenced by seasonal fruit input ● Vietnamese administrative controlling systems are not explicit, the corruption still exists in a variety levels of authority These facts are time-consuming and cause an unfair competition THE CURRENT MARKET SITUATION Accounting for 40% of all discussion on social networks, Baskin Robbins is the most talked about ice cream chain in social media Fanny ice cream chain ranked second with 23% of the discussion, MOF occupied the third position with 9%; the rest are familiar brands such as "upside down ice cream" Dairy Queen causing fever for a long time, Haagen Dazs premium cream, Trang Tien ice cream has long been famous in Vietnam Market share of ice cream and frozen desserts According to Euromonitor estimates, the ice cream and dairy dessert industry grew 7% in retail sales and 15% in retail value in 2017; reached 26,600 tons and 3,033 billion VND Thus, in terms of retail value of this industry has doubled compared to 2012 In particular, the KIDO Group continues to lead the ice cream and dairy dessert industry, with a 40% market share This is followed by Vinamilk with 9.1% market share and Unilever Vietnam 8.4% Some other brands still hold market share below 5% such as Fanny Vietnam 4.8%, Trang Tien 4.5%, Thuy Ta 1.5% or Bach Dang 1.4% According to Euromonitor's forecast, the ice cream and dairy dessert industry will achieve a compound annual growth rate of 7% in 2017, expected to reach VND 4,191 billion in 2022 DIRECT & INDIRECT COMPETITOR Direct competition ● Baskin-Robbins: Baskin-Robbins is the world's largest retail ice cream chain based in Canton, Massachusetts, USA The company was founded in 1945 by Burt Baskin and Irv Robbins in Glendale, California There are 1,300 favorite ice cream flavors in 7,600 stores in 52 countries Come to Baskin Robbins Vietnam - 31 ice cream flavors with more than 40 stores to not only enjoy scrumptious American ice cream but also fun Besides many attractive ice cream flavors, Baskin-Robbins also launches a tropical yogurt with two flavors: strawberry and passion fruit ● Starbucks: Starbucks is a famous coffee brand in the world Starbucks headquarters are in Seattle, Washington, USA The first Starbucks cafe was established at 2000 Western Avenue (Seattle, Washington) on March 30, 1971 by three people: English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker Despite being a well-known coffee brand, Starbuck doesn't forget to diversify the menu with yogurt with extremely nutritious topping: blueberries, strawberry jam, and nuts Indirect competition ● I Love Kem: I love Kem is a famous ice cream buffet brand in Saigon founded in 2009 The strength of this brand is ice cream flavored with fresh fruits of Vietnam such as coconut, mango, lemon, durian They have created 20 different types of ice cream flavors with over 30 different topping types to attract customers, especially children ● Bud’s: In 2007, North American CPTP became the exclusive owner of the BUD’S Ice Cream of San Francisco in Vietnam, through a franchise model The first restaurant is located in Ho Chi Minh City At that time, BUD’S was the only American ice cream in Vietnam that was imported 100% with reasonable price and attractive decorated ice cream products, which attracted a lot of customers ● Häagen-Dazs: Häagen-Dazs is an American ice cream brand founded in the Bronx, New York in 1961 by a couple of Polish and Jewish business partners, Reuben and Rose Mattus Present in Vietnam since 2012, Häagen-Dazs develops a main store system located in the center of Ho Chi Minh City Over the years with the effort to bring the world's super-premium ice cream products to Vietnamese people, the system has imported ice cream with more fruit flavors to meet their tastes but there are still many comments saying “It’s too expensive” III Segmentation & Positioning strategy SEGMENTATION: - - Geographic: Ho Chi Minh city, Nha Trang city, Ha Noi city Demographic: + People of all gender + Age: From 15 to 29 + Income: middle income, high income Behavioral: the ones who care more about their health, weight or their body tend to choose healthy products Psychographic: People who live in the city have an active life, they often hang out and eat out The target group: Ho Chi Minh city + The population in Ho Chi Minh city is the highest in VN with more than millions, Ho Chi Minh has the most Dairy Queen restaurants in Viet Nam POSITIONING: The positioning strategy emphasizes on the product attributes and the value of the product given to the customer We associated our product with the customer’s values and knowledge highlighting their benefits The menu will change every month with new desert options that made by seasonal fresh fruit in Viet Nam, yogurt’s sweetness come from the natural flavour of fruits without chemicals, good for customer health, and especially reasonable price We also compare between Dairy Queen’s products and those of our rivals, like Baskin Robin or Starbuck, so that drive customers to believe that Dairy Queen’s products had higher quality and standard Unlike the traditional fast-food restaurant, Dairy Queen offers a combination of healthier menu items with desert and affordable prices PRODUCT Name of this product line: TROPICAL QUEEN YOGURT We use the fruits that are good for the health The menu has three groups of flavours: regular flavours, premium flavours and mix flavours: Regular flavours: Premium flavours: Mix flavours: , Avocado + Blackberry + Banana, pineapple + Banana + Blueberry + Avocado, banana + Mango + Kiwi + Strawberry, grape + Strawberry + Lemon + Orange + Grape + Passion fruit + Cantaloupe + Pineapple + Banana, blueberry strawberry, + Kiwi and strawberry With all flavours, we have sizes: S (small), M (medium), L (large) The original packaging’s colors of DQ are blue and red But this product line we want to send a message about using healthy products and living healthier so we decide to choose the main color of the packaging is green PROMOTION We’ll rely mainly on advertising to promote Tropical queen yogurt Our company will use TVC, print and social media for our advertisements.These ads are seen as an essential aspect of each competitor’s marketing plan in order to gain ground in market share, as well as in consumers minds We need an advertising media that will jump out in consumer’s mind and attract them to our store with a new kind of yogurt Besides social media, TVC advertising, we also develop a mobile app to provide convenience for our customers The new app will let consumers pay for products with their phone as well as redeem promotions in-store and in drive-through lanes Consumers will be able to order directly from their tables and avoid long lines and waiting time.We will use the app to drive location-targeted mobile promotions as well as offer a loyalty rewards service Especially, when we launch our new products, it’ll be updated on an app so our customer can know about it easily We will use coupons and discounts to promote our new products Coupons will encourage first time customers to try the product because it will be affordable Then, they believe once they try it, they will be drawn back to the uniqueness of soft serve and they will repeat customers Influencer Marketing will be used to attract more social media audience We’ll hire influencers, food bloggers with a large number of followers such as :An sap Sai Gon, Khoai Lang Thang, Vu Dino, They will come to our restaurant, try our new products then make the videos feedback about them PLACE The products are available at every Dairy Queen’s store in HCM city As the Internet grows, the company offers the product through Online store Mobile apps allow customers to conveniently place their orders online so they could easily get their food and drinks at stores In Viet Nam, food ordering apps are very popular , so we will develop the channels through these apps: Now, Grab Food, and Dairy Queen’s delivery service PRICE Dairy Queen is a famous brand with upside down ice cream products Tropical queen yogurt will be launched at branches in Ho Chi Minh City We choose a pricing strategy for regular and premium flavors that is lower than other competitors The main reason is the yogurt market expanding, so customers have many different choices But our yogurt products are made from fresh fruits which are extremely nutritious and quality, so we just need to price slightly below competitions to to gain market share, attract more customers without affecting our brand image In addition, for our special mix flavors, we use psychological pricing This pricing strategy helps encourage consumers to purchase the company’s products based on perceived affordability We also use bundle pricing strategy offering product bundles for prices that are discounted, compared to purchasing each item separately We have combo for and people with many different flavors in each to optimize cost and motivate customers to buy more products Regular flavours: Size Price (VND) S 35.000 M 40.000 L 45.000 Premium flavours: Size Price (VND) S 45.000 M 50.000 L 55.000 Mix flavours: Flavour Size Price (VND) S 39.000 M 49.000 L 59.000 S 39.000 M 49.000 L 59.000 S 39.000 M 49.000 L 59.000 S 59.000 M 69.000 L 79.000 S 49.000 M 59.000 L 69.000 Banana, Pineapple Avocado, Banana Strawberry, Grape Banana,Strawberry, Blueberry Kiwi, Strawberry Combo: Size Price (VND) Family A 2M (Premium) S (Premium) L (Regular) 179.000 Family B 2L (Premium) S (Premium) M (Regular) 189.000 2S (1 Regular+1 Premium) 75.000 2M (1 Regular+1 Premium) 85.000 2L (1 Regular+1 Premium) 95.000 people people Note: In combo, customers can choose flavours for their yogurt  ... through these apps: Now, Grab Food, and Dairy Queen? ??s delivery service PRICE Dairy Queen is a famous brand with upside down ice cream products Tropical queen yogurt will be launched at branches... other modern stores, Dairy Queen provides free wireless internet access inside of their outlet in order that their customers can easily browse internet while eating Dairy Queen has an official... reasonable price We also compare between Dairy Queen? ??s products and those of our rivals, like Baskin Robin or Starbuck, so that drive customers to believe that Dairy Queen? ??s products had higher quality