[group apple pen] hello 5 coffee marketing planning project
TRANSCRIPT
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Group Apple pen:Marketing Planning Project
HELLO 5 COFFEE CAFÉ CHAINImprove The Customer Satisfaction
Hoàng Kim HữuNguyễn Thiện ThànhVũ Thanh ThiệnNguyễn Thị Ngọc TrâmNguyễn Thu Trang
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Contents• Introduction
• Situation analysis
• Marketing Objectives
• Research Methodology
• Findings and Discussion
• Marketing Strategy
• Budget and Implementation
• References
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Introduction• Established by Mr. Tran Tan Thien in July 2012
• New coffee brand in the coffee market.
• Commit to serve 100% fresh and fine coffee to all users
• Competitors: Trung Nguyen, Highland…
• Products: Hello 5 coffee blended, Hello 5 roasted bean, and deluxe gift sets
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Introduction• Distribution channels: supermarkets and airports.
• Coffee shop chain: Five coffee shops in Ho Chi Minh city, located in:
₋ AEON Mall, Tan Phu Dist.
₋ 58 ABACUS Building, Nguyen Dinh Chieu St., Dist. 1
₋ 126 Hong Bang St., Dist. 5
₋ Vimedimex Building, Cong Quynh St., Dist. 1
₋ Satra supermarket, 3/2 St., Dist. 104
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Situation analysis
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Vision and Mission
• Vision: Hello 5 Coffee proudly
becomes the breakthrough
Viet Nam coffee brand
creatively in five continents
• Mission: Creating happy and
healthy lifestyle for people by
providing real products and
great services honestly
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Brand Positioning
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Market analysis
Source: “Market Analysis Report 2012: Foodservice profile Vietnam,” by International Market Bureau, Agriculture and Agri-Food Canada, 2012, p.6.
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Competitors Analysis
- Café chain is the most attractive industry in Vietnam.- Threats of other foreign coffee brands due to the globalization trade policy.
The power of customers is quite high due to the low switching cost and undifferentiated products and services of Hello 5 Coffee.
- Popularity of coffee machine and instant coffee → people can enjoy coffee at home.- But Hello 5 Coffee offers wide range of products → low threats of substitutes.
- Vietnam is the second largest coffee production country.- Modern technology and plantations to product raw coffee to produce coffee beans.
- In a high-level competitive in café chain industry.- Competitors: Trung Nguyen Coffee, Highlands Coffee, etc.
Potential New Entrants Buyers Substitutes Suppliers Competitive
Rivalry
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POLICY ECONOMIC SOCIAL TECHNOLOGY
On October 5, 2012,
Resolution No.13/NQ-CP
and On December 19,2013,
Resolution No
210/2013/NĐ-CP was
enforced on solutions to
reducing land tax, remove
difficulties for production
business and market
support (Vietnam
Government Portal, 2012).
Inflation rate is well-
controlled at low level
•GDP growth reached
6.68% in 2015
-> In 2015, VN had the
highest GDP growth rate
and the lowest inflation
rate.
•Personal income increased
57 USD compared to 2014
•CPI growth of the Food
and Drink sector were
always on top 3 from 2013
to 2015.
• Population: young
population, from 15 to
54 age: 62,6% → a
good opportunity for
Hello 5
• GDP: is growing
steadily. Reached
$2105/capita in 2015
(vnexpress.net) → a
promising market.
•The effective technology is a
key factor for production
innovation especially in food
and beverage industry.
Equipment is complicated
and expensive that requires
strong financial system.
Investing in machines in the
fundamental technology
competition and the core
success factor of a coffee
company.
PEST Analysis
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Hello 5 Coffee’s SWOT AnalysisSTRENGTHS- High quality products- Develop coffee resources for both export and domestic markets.- Eco-friendly package design.- Modern technology - Ambitious management- Japaneses partner supported
OPPORTUNITIES - End users are preferring safe products- Government is fighting with dirty products- TPP, AEC- Vietnam is recognized as one of the biggest countries to export coffee bean.
THREATS- Many fake brands copy the designs- Strong competitors entrance: Starbucks, Highlands, Trung Nguyen, etc. - Unsafe coffee- Many coffee brands competitors.- The flat market
WEAKNESS- New brands → Low brand awareness - Cannot focus on quality to chain stores well- Limit resources like capital- Marketing activity is not much- Not a global brand name
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Marketing Objectives
• Increase customer satisfaction and brand
awareness by 40% by the end of 2017.
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Target Customers• Age: above 23 years old.
• Occupation: employees and officers.
• Purpose of go to coffee shops: relaxing, chatting, hangout or
workplace.
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Research Methodology
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Survey #1: Factors affecting customer
when choosing a coffee chain.
• Quantitative method: Online survey.
• Sample size: 50
• Target respondents: Above 23 years old.
• Place of living: Ho Chi Minh city.
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Survey #2: Impressions and feelings of Hello 5 Coffee’s customers about its services.
• Quantitative method: Online and offline survey.
• Sample size: 145
• Target respondents: non-users and users of Hello 5
Coffee.
• Place of living: Ho Chi Minh city.
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Findings and Discussion
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Characteristics of Sample
Fe-male63%
Male37%
Age
Under 23 years old 45
From 23 to 39 years old 102
From 40 to 50 years old 9
Above 50 years old 1
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Characteristics of Sample
31%
18%
5%
19%
24%
3%
Student
Officer
Businessman/Busi-nesswoman
In business
Freelancer
Retired
Others Under 4 m
illion VND
4 millio
n - under 6
millio
n VND
6 millio
n - 10 m
illion VND
Above 10 m
illion VND
22%32% 28%
18%
Income per month
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Characteristics of Sample
Work/Study
Use services
Relax
Meet friends/family
Habit
Others
61%
64%
69%
62%
16%
5%
8%17%
43%
32%
Frequency
Every day4-5 times/week2-3 times/weekLess than twice
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Addressing The Issues BRAND AWARENESS
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Addressing The Issues EMPLOYEE
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Reviews from Foody.com
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WRONG ORDER
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Addressing The Issues DESIGN
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DESIGN
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Cách trang trí bên trong quán
Cách bố trí bàn ghế Cách bày trí bên ngoài quán
Sự thoải mái, tiện nghi, thoáng đãng
Màu sắc , ánh sáng Âm nhạc
11%4%
0%4%
0% 0%
15%
7%
19%22%
19%15%
48%
37%
74%
19%
46%
75%
15%
48%
7%
48%
33%
7%11%
4%0%
7%0% 0%
Xin vui lòng cho biết đánh giá của anh/chị về KHÔNG GIAN và THIẾT KẾ quán hiện tại của chuỗi Hello 5 Coffee
Rất không hài lòng Không hài lòng Bình thườngHài lòng Rất hài lòng
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Addressing The Issues PROMOTION
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Marketing Strategy
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CONTRIBUTORS CUSTOMER DISSATISFACTION IN
PERCENTAGE
TOTAL INCREASEMNET SATISFACTION IN
PERCENTAGE = 40%
LAYOUT DESIGN
Inside decoration 25.92%
15 %
Table arrangement 11.11%
Outside decoration 18.52%
Atmosphere ( convenient, airy, comfortable,ect) 25.92%
Color, light 18.52%
Music 14.81%
PROMOTION
Free delivery
44.45% 10 %Variety of combo food and drink
Member card and discount
Voucher gift
EMPLOYEES’ ATTITUDE Employees 23,07 % 15 %30
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Brands Customer dissatisfaction about employees’ attitude
Hello 5 coffee 23,07 %
My Life coffee 5,55 %
Highland coffee 13,5 %
Trung Nguyen coffee 0 %
Customer dissatisfaction about employee ‘s attitude of Hello 5 coffee and competitors
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Design
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6%
79%
12%
3%
The luminosity of a coffee shop
Bright
Slightly bright
Dim
No comment
30%
27%
39%
3%
The main colors of a coffee shop
Warm colors
Cool colors
Neutral colors
No comment
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Design
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3%
58%24%
9%6%
Music
Fast beat
Slow beat
Instrumental music
Others
No comment73%
15%
12%
Smell of a coffee shop
Smell of coffee
No smell
Others
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Order and Payment
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36%
58%
6%
Way to make an order
Order at the counter and take a number
Make an order at table when employee give you a menu.
Others
36%
9%
52%
3%
Time to pay bills
After orderWhen all plates are servedWhen you finish the mealOthers
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Budget and Implementation
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Budget: Promotion
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PROMOTIONActivities Detail Quantity Unit Unit Price
(VND)Budget (VND)
Menu leaflets Menu for delivery service (A5 paper) 2,000 Sheet 375 750,000
Leaflet distributors (optional)
Hand out leaflets at office buildings and on the streets. 2 Person 100.000 for an hour
200,000 for an hour
Vouchers Discount vouchers for drinks and foods. (on special events or special hours)
2,000 Sheet 120 240,000
Coupons A combo coupon including 5 mini coupons for 5 weekdays with 5 different promotions. (5 coupons per set)
600 Set 11,000 6,600,000
Membership card Membership card for loyal customers of Hello 5 Coffee. 600 Card 6,000 3,600,000
Standees Put a standee in front of each branch to introduce some current promotions and attract people’s attention.
5 Sheet 100,000 500,000
Posters Posters hang up against the wall to show quality certifications that Hello 5 Coffee has been granted. (A3 paper)
5 Sheet 40,000 200,000
TOTAL 12,090,000
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Budget: DesignDESIGN
Activity Detail Area of Store
Unit Unit Price (VND) Total (VND)
Design
- Design inside and outside store.- Interior decoration- Design electric power system,
sewage system, etc.
20 120,000 2,400,000
60 120,000 – 250,000 7,200,000 – 15,000,000
> 100 > 90,000 > 9,000,000
Construct - Civil work and finishing work
20
4,000,000 – 6,000,000
80,000,000 – 120,000,000
60 240,000,000 – 360,000,000
> 100 > 400,000,000
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Implemetation
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Thank you for listening
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References• About us. (n.d.). Retrieved September 16, 2016, from http://hello5.vn/
• Coffee consumption in East and Southeast Asia: 1990 – 2012. (2014, February 27). Coffee Consumption in East and Southeast Asia:
1990 – 2012. Retrieved from http://www.ico.org/news/icc-112-4e-consumption-asia.pdf
• Hoang Van (2013). Người Việt chi bao nhiêu tiền cho việc ăn uống?. Retrived from http://cafebiz.vn/song/nguoi-viet-chi-bao-nhieu-
tien-cho-viec-an-uong-201304041451115804.chn
• Phuong Linh (2015). Thu nhập bình quân người Việt năm 2015 hơn 45 triệu đồng. Retrieved from
http://kinhdoanh.vnexpress.net/tin-tuc/vi-mo/thu-nhap-binh-quan-nguoi-viet-nam-2015-hon-45-trieu-dong-3333776.html
• Retrieved from http://www.theodora.com/wfbcurrent/vietnam/vietnam_people.html
• Retrieved from http://www.statista.com/statistics/315005/vietnam-per-capita-coffee-consumption/
• Retrieved from http://thietkequancafedep.vn/bang-gia/bang-gia-thiet-ke-quan-cafe-10.html
• Retrieved from http://thietkequancafe.info/tin-tuc/bang-gia-thiet-ke-quan-cafe-60.html
• Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2013). Services Marketing (6th ed.). 40