Trung Nguyen's powdered coffee, instant coffee, Trung Nguyen not only dominates thedomestic market but is also welcomed in many regional markets, and has initially built aVietnamese coff
EXCUTIVE SUMARY
Founded in 1996, Trung Nguyen began as a fledgling Vietnamese coffee brand but quickly built a strong reputation and has become the most familiar coffee name for both domestic and international consumers.
From a small coffee company in Buon Ma Thuot, the coffee capital of Vietnam, Trung Nguyen has transformed over the past decade into a powerful group with six member companies, including Trung Nguyen Joint Stock Company, Trung Nguyen Instant Coffee, Trung Nguyen Coffee Co., Ltd., G7 Trading and Service Joint Stock Company, and the Vietnam Global Gateway (VGG) joint venture, covering production, processing, and trading of tea and coffee, as well as related services and distribution to resellers Looking ahead, the Trung Nguyen Group plans to grow to ten member companies across a range of industries.
Pioneering in applying the franchise business model in Vietnam, now, Trung Nguyen has a network of nearly 1,000 coffee shops nationwide and 8 foreign coffee shops such as the
Trung Nguyen coffee products and G7 instant coffee are exported to 43 countries worldwide, with key markets including the United States, China, Japan, Singapore, Thailand, Cambodia, Poland, and Ukraine In addition, Trung Nguyen has built a nationwide network of more than 1,000 convenience stores and G7Mart distribution centers.
Vietnam ranks as the world’s second-largest coffee exporter, led by Robusta coffee, with annual exports reaching about 11 million tons and positioning Vietnam at the forefront of the international coffee market Since 2020, despite the global economy being affected by the COVID-19 pandemic, coffee demand has not declined; instead, it has continued to rise, underscoring Vietnam’s pivotal role in global coffee supply.
Vietnam currently exports primarily green coffee, a pattern that limits its commercial value relative to the volume shipped The global market, however, shows a strong preference for roasted, ground, and instant coffee, as well as other processed coffee products To meet this demand and boost profitability, Vietnamese coffee companies need to invest in processing and value-added production, expanding downstream capabilities to produce roasted, ground, and instant coffee and other processed formats for export.
Trung Nguyen's powdered and instant coffee lines have not only dominated Vietnam's domestic market but are also welcomed in many regional markets, helping to establish Trung Nguyen as a leading Vietnamese coffee brand In addition, the company benefits from active support from ministries and government agencies, reinforcing its regional expansion and brand presence.
By boosting processing capacity, expanding markets, and reorganizing exports, and with the proactive efforts of Vietnamese enterprises in promotion, marketing, and brand positioning, Vietnamese coffee products will increasingly assert their position in the international market.
According to preliminary statistics from the General Department of Customs, in the first nine months of 2019 the country exported nearly 1.3 million tons of coffee, earning about $2.2 billion, representing a 13% drop in volume and a 21% decline in turnover.
Import and export situation of Vietnam in December and 12 months of 2020 - ThongKeHaiQuan : Vietnam Customs (customs.gov.vn)
The average export price for Vietnamese coffee stood at $1,718 per ton (about VND 39.5 million per ton), down 9.6% from the same period in 2018, while Vietnam’s coffee exports to the German market led the way, reaching nearly 185,300 tons and worth more than $289 million, accounting for over 14.6% of total export volume and about 13.3% of the country’s total coffee export turnover.
Vietnamese coffee is suddenly the most consumed by Germans | Economics | PLO
Leveraging these advantages, we will continue exporting Trung Nguyen roasted coffee to the German market, strengthening our position in Germany’s coffee sector and expanding our footprint across Europe This strategic focus is set to generate substantial profits from both the German market and the broader European region while boosting brand recognition and market share for Trung Nguyen By aligning product quality with local consumer demand, we aim to sustain long-term growth across Europe.
SITUATION ANALYSIS
Market size
-The German coffee market reached a value of USD 7,744.96 million in 2019 and is expected to grow significantly in 2025, reaching a CAGR of 3.09% during the forecast period (2020- 2025).
Germany remains the largest European market for coffee, with per capita consumption around 6.5 kg Strong demand for freshly brewed coffee is boosting sales and shaping market research insights across the region Growing consumer interest in specialty coffees is driven by higher awareness and knowledge of coffee varieties and brewing methods The market is expanding as more cafes, boutique brands, small roasters, and skilled bartenders enter the scene A new trend toward home roasting has also emerged among consumers, further fueling demand for quality coffee at home.
Growth
Coffee consumption in Germany remains stable
Germany's specialty coffee market is expanding, opening opportunities for suppliers of high-quality coffee Although the specialty coffee segment is a niche market, it prioritizes superior quality and delivers high value for brands that meet the expectations of discerning German consumers.
Germany, Italy and France are the largest coffee consumer markets in Europe
Germany accounts for about 20% of total European coffee consumption, making it the largest market in Europe, followed by Italy and France at roughly 13% each, and Spain and the United Kingdom at around 8% each (ICO, 2016) The ICO also notes that, as the EU functions as a single market, it cannot pinpoint exactly where imported coffee is consumed across member states.
Germany was the largest direct importer of green coffee from developing countries in
2016, accounting for 35% of total European green coffee imports (1.1 million tons).
Germany has a large coffee roasting industry, and most green coffee is shipped through the port of Hamburg, the largest coffee transit point in Europe The port of Bremen also serves as a coffee docking point in Germany The major German coffee roasters are Tchibo, Melitta, Jacobs, and Dallmayr.
Market trend
Growing consumer interest in home-brewed coffee from whole roasted beans is driving the regular preparation of fresh batches at home, reflecting a demand for high-quality, freshly brewed coffee In Germany, the trend toward workplace coffee consumption remains strong, highlighting a vibrant office coffee culture.
According to Beverage Business World (2019), Germany is the leader in office coffee consumption, with the market valued at EUR 725 million and a 3% annual growth rate in 2018 Key players prefer to serve freshly brewed coffee made from whole roasted beans, especially in office settings, a trend driven by rising demand for whole roasted coffee that boosts roasted coffee sales. -**Support Pollinations.AI:** -🌸 **Ad** 🌸Powered by Pollinations.AI free text APIs [Support our mission](https://pollinations.ai/redirect/kofi) to keep AI accessible for everyone.
0 0 picture 2 1 Sale of Roasted coffee by Segment type
Arabica coffee represents the largest segment in the German coffee market, reflecting Germany’s status as a major importer of green coffee German consumers prefer light, high-quality roasted Arabica beans, making Arabica stand out to German buyers compared with Robusta.
SWOT
+ Germans love to use roasted coffee
+ Trung Nguyen coffee brand is international
+ Technology, coffee flavor of Trung Nguyen is extremely special in the market
+ The efficiency of the distribution channel in the German market has not been maximized
+ According to the EVFTA agreement, exports from Vietnam to Germany will enjoy many incentives
+ Germany is the coffee roasting center of Europe
+ The German market has to import coffee, especially in Brazil and Vietnam
+ The domestic coffee market in Germany has many loopholes
+ Expanding the market in Germany
+ Brazil is trying to export a large amount of coffee to the German market
+ Indonesia is targeting the coffee export market to Germany
+ There are many domestic and imported coffee brands in the German domestic market.
+ Entering a new market, factors such as capital, knowledge, and interests are the things that determine quite a lot in the existence of a business.
Competitor analysis
Today's coffee production and export industry is highly competitive, with both foreign and domestic rivals able to penetrate the markets a company aims to reach This article compares potential industry competitors to outline the competitive landscape and identify the main players shaping market entry strategies.
Nestlé Vietnam, a long-standing leader in sustainable development, consistently delivers strong business performance, creates jobs, and contributes to the state budget NESCAFÉ also actively supports initiatives and programs that advance social development, environmental protection, and community development.
Aligned with this shared goal, the company strengthens its image by delivering products of sustainable origin, made in Vietnam, under the NESCAFÉ and MAGGI brands This effort expands their reach to many countries around the world.
This best-rated German coffee of 2020 delivers a natural, sweet flavor that coffee lovers will appreciate It comes as ground coffee, so you can simply put it into your grinder and have a fresh brew ready in minutes The product is sold in a six-pack, with each bag weighing 1.1 pounds, offering steady supply and consistent flavor.
This coffee is made from 100% Arabica beans, offering a smooth, high-quality flavor that many shoppers associate with premium caffeine experiences Produced by a trusted German brand, it promises consistent quality from harvest to cup With a pure recipe and no hidden chemicals or unnecessary additives, it’s designed to meet a wide range of tastes and preferences.
Dallmayr Decaffeinated German Roast Coffee
Caffeine is a well-known stimulant, and consuming it in large amounts can affect you, which is why Dallmayr decaffeinates its coffee with methods that preserve the flavor and aroma of the original blend Their decaffeinated coffee is made to retain the rich taste even after caffeine removal The beans come from Central Highlands Arabica plantations, selected from the world’s best farms using proprietary farming methods to ensure a pure, natural cup of coffee.
According to the top online coffee reviews, decaffeinated Dallmayr ground coffee stands out as the best choice, delivering a smooth, bitterness- and irritant-free cup It is produced in Germany under Good Manufacturing Practices, in facilities that comply with Industrial Park standards.
The company strives to guarantee 100% customer satisfaction by only producing the best quality that meets
To meet consumer standards, brew this coffee by adding 2 tablespoons/6 oz of water to your automatic drip coffee maker Do not reheat or boil the brewed coffee, as reheating can affect its taste and flavour.
We strive for 100% customer satisfaction by delivering the highest quality that meets consumer standards For the best cup of coffee, add 2 tablespoons/6 oz of water to your automatic drip coffee maker, and avoid reheating or boiling brewed coffee, as this can affect taste and flavor.
Jacobs German Instant Coffee, founded by Johann Jacobs in 1895, has long served German coffee lovers with high-quality, professionally roasted blends and is widely regarded as one of the best coffee brands in Germany With Jacobs' 3in1 Classic Instant Coffee Sticks, you can enjoy a convenient, on-the-go cup that’s ready faster than other brands.
3in1 is a convenient coffee mix that packs coffee beans, sugar and cream into one packet to save you time and resources It comes in packs of six, with each pack containing ten servings of 18g, so you can grab a quick cup during a short break or on the go.
Tchibo German Roast Coffee Instant Coffee
To meet the expectations of coffee consumers, Tchibo Gold Selection delivers the best coffee with a rich aroma The brand sources the finest beans from premier agricultural regions, grown without harmful ingredients Before reaching the market, these coffees are ground, freeze-dried, roasted to perfection, and carefully blended to preserve the beans’ natural flavor and aroma.
Coffee is imported directly from Germany and meets all safety standards for consumers. They come in two pots for a total of 7oz/200grams of coffee.
These brands enjoy a long-standing presence in the German market, offering reasonable prices and an extensive distribution network that makes them easy to find throughout Germany They are associated with natural ingredients and quality sourced from nature A drawback is the strong presence of many foreign brands, which can push product prices higher.
Amid rapid technological advancement, high-end consumers are increasingly replacing traditional skincare with modern, high-tech devices In today’s tech-driven landscape, luxury buyers can even install in-home devices—such as a coffee machine—to illustrate how advanced technology extends beyond beauty routines These alternatives carry an aura of class and deliver convenience, while also addressing the need to repurchase skincare products repeatedly.
Coffee machines are widely available in the home appliances market, with many models and brands sold through electrical stores This affordable option combines value with convenient access, making it a popular choice for households Additionally, these substitutes offer high personalization, allowing users to tailor settings to their preferences regardless of the producer.
Because Vietnam is a country with a large coffee production and good quality, there may be many potential businesses appearing in this industry.
EXTERNAL ENVIRONMENT
Political
Since the EVFTA was officially ratified, Vietnamese exports to Europe have benefited from substantial import tax reductions, boosting product categories across sectors Coffee is a standout, with Germany—the largest coffee market in Europe—representing a prime target for Vietnamese coffee products To enter the German market, Vietnamese coffee must meet German regulatory standards, including zero pesticide residues in the final product.
(https://baodautu.vn/gan-300-tan-ca-phe-viet-len-duong-sang-chau-au-huong-thue-0- d129678.html)
Economic
The German economy is considered the first in the European Union and the fifth in the world In 2020, due to the severe effects of the Covid19 pandemic, GDP per capita grew by -5.07%, causing the German economy to fall into a downward spiral According to the federal statistics office, total GDP in the second quarter of 2021 has shown signs of growth again at 1.5% compared to the previous quarter, but the inflation rate in July is still on track to record record highs as estimated calculated at +3.8%.
(https://www.destatis.de/DE/Home/_inhalt.html) At the same time, Germany is Vietnam's largest trading partner in Europe, accounting for ⅕ of export turnover to this market. Although both countries are affected by the pandemic, they still maintain a positive growth rate In the first two months of 2021, the two-way turnover of Vietnam and Germany reached
The Vietnamese coffee market is valued at $1.57 billion, up more than 5% from the same period last year, signaling robust growth and expanding demand for coffee products This momentum reinforces the market's potential as a key destination for Vietnamese coffee exports, presenting ongoing opportunities to introduce and grow Vietnamese coffee products in this market.
Germany, with more than 83 million residents, is the most populous country in the European Union and boasts a diverse culture in which coffee holds a central place in daily life Coffee entered Germany in the 1670s and gradually became a staple of German life, a trend that persists today as up to 86% of German adults reportedly drink coffee every day On average, Germans consume about 164 liters of coffee per person per year, a figure that even surpasses their consumption of filtered water This strong demand has helped establish a highly developed coffee roasting industry in Germany, making the country a key hub for coffee production and innovation.
Germany's seaports are used as Europe's largest coffee transshipment points (http://thitruongnongsan.gov.vn/vn/tID25800_Nhu-cau) -ca-phe-tai-thi-truong-chau-Au.html)
Germany’s reputation for advanced industrial prowess drives the development of some of the world’s finest coffee-making equipment Through trinamiX’s Mobile Near-Infrared (NIR) spectroscopy solutions, coffee beans’ caffeine and moisture content can be measured accurately, empowering roasters to monitor quality and optimize every step—from sourcing to refining—based on reliable, data-driven insights.
Germany's average annual temperature of 8.4°C makes domestic coffee cultivation impractical, so the country—and Europe as a whole—relies on imports to meet demand The EU environment report on Germany (2019) notes rising air pollution, a large part of which comes from the overuse of single-use cups by German consumers These cups—made from paper, plastic, and Styrofoam—are discarded after use and linger in landfills for years, releasing toxins into the environment In response, the government's "green initiatives" program aims to phase out disposable cups in favor of reusable alternatives, with the Freiburg Cup system proving to be a particularly successful model.
Germany's Coffee Tax Law sets a tax of 2.19 euros per kilogram on coffee goods, making the German coffee market less attractive for many producers Ongoing amendments aimed at preventing environmental pollution add regulatory hurdles that exporters must navigate Consequently, Vietnamese coffee products packaged with single-use plastic face difficulties entering the German market, due to tightening packaging and environmental standards.
IN ENVIRONMENT
Threat from new competitors
Coffee supplies from Southeast Asian countries, notably Indonesia and Thailand, are increasingly targeting the German market, reflecting a dynamic where price, market share, and output competition with Trung Nguyen coffee and regional rivals shape sourcing decisions German buyers are weighing Trung Nguyen against nearby Southeast Asian producers in terms of pricing, distribution reach, and production capacity, with implications for brand positioning and margins As these regional suppliers intensify competition for Germany's demand, price pressure and strategic choices around branding and logistics will influence the regional and European market landscape.
Power of supplier
Trung Nguyen's coffee export output is largely insulated from supplier influence thanks to exclusive sourcing arrangements, and its tightly controlled care and production processes in Dak Lak ensure a stable and steady export volume.
Trung Nguyen’s coffee masterpieces are created from the world’s finest ingredients, blended with ancient oriental know-how and cutting-edge roasting technology, and fueled by the love and passion of the master roasters As the No 1 coffee expert, Trung Nguyen Energy Coffee converges three renowned coffee civilizations—Ottoman, Roman, and Zen—into a single, iconic brew.
(Trung Nguyen Legend Energy Coffee - Trung Nguyen Legend (trungnguyenlegend.com))
Threats from substitute products and services
In Germany, people drink more than just coffee, opting for beverages that deliver similar caffeine effects such as Monster Energy, Red Bull, and ready-to-drink coffee, which broadens the competitive landscape beyond traditional coffee With affordable prices, diverse product offerings, and convenient usage, these alternatives pose a significant threat to Trung Nguyen's coffee roasting business.
Power of customers
• The main concern is the taste of German people, the taste of coffee is slightly bitter, they prioritize the taste of milk coffee over pure coffee.
• Many similar products of competitors
Price is the second key element in Trung Nguyen coffee The meticulous care and craftsmanship involved in growing and producing their premium coffee beans push the price above Germany’s market average, but we maintain customer-focused pricing that reflects the exceptional quality and value of each cup.
Fierce competition of competitors in the same industry
Companies, such as Tchibo, exclusively use this high-quality coffee bean in their coffee blends, and the Company purchases Arabica coffee from experienced roasters and quality
0 0 staff major competitor in the roasting coffee market for Trung Nguyen coffee in the German market.
Brazil is a major coffee export market in the world and a major competitor in the Vietnamese coffee export market in Germany.
TARGET MARKET DESCRITION
positioning
Positioning a Vietnamese coffee product to survive and grow in the German market is the guiding strategy that shapes all marketing activities in the target market From the outset in Germany, Trung Nguyen will introduce redesigned product packaging and refresh its corporate image to secure a distinctive and valuable place in the minds of German customers.
=> The question here is: "How can consumers distinguish Trung Nguyen coffee brand from a series of long-standing brands from Germany?"
Trung Nguyen captivates the German market with a vivid, color-rich advertisement and the compelling title "Coffee of Vietnam," designed to grab attention instantly By clearly communicating the brand values and the tangible benefits it delivers, the campaign differentiates Trung Nguyen from the many German coffee brands and leaves a lasting impression on customers.
Trung Nguyen preserves its well-known slogan "Inspire Creativity," signaling to coffee lovers that they can drink the brew in a way that matches how they feel The brand's flavors are crafted to satisfy even the most discerning customers, reinforcing Trung Nguyen as a landmark of Vietnamese coffee produced by Vietnamese people.
Trung Nguyen positions its coffee products with the GU mark to guarantee the original, rich flavor and high quality customers expect This branding signals authenticity and strength, reinforcing Trung Nguyen as the source of robust Vietnamese coffee As a result, when people think of strong coffee, Trung Nguyen Vietnamese coffee is often the first name that comes to mind.
Market Entry Strategy
Trung Nguyen coffee brand has crossed the border of Vietnam and received the support of the overseas Vietnamese community as well as the loving attention of international friends.
Exporting coffee to the German market and distributing it through strategic points of sale generates substantial profits and foreign currency earnings for coffee businesses These funds can be reinvested in machinery and equipment to expand operations, boost production efficiency, and elevate coffee quality for consumers Tapping into Germany’s demand supports scalable growth, stronger market presence, and sustainable performance across both production and retail channels.
Participating in coffee exports enhances Trung Nguyen’s brand prestige among international audiences, strengthening its global image This elevated recognition helps the company secure competitive advantages, expand its market reach, increase market share, and grow profits.
The export is also supported by the state through preferential policies such as investment credit, export credit, trade promotion as well as research and development support policies.
Trung Nguyen is entering the German market not only by exporting goods but also through franchising, leveraging its proven G7-Mart model This model is distributed through the EMart retail system and the Costco network, reflecting a breakthrough in franchising that strengthens Trung Nguyen’s ability to compete with other distributors in the European retail market.
Using a franchising model, Trung Nguyen coffee is produced in the highlands of Buon Ma Thuot, where traditional methods meet modern technology and know-how to bring premium coffee to consumers worldwide.
INTERNATIONAL MARKETING GOALS & OBJECTIVES
International Marketing Objectives
• Specific: Concrete, detailed, and well defined so that you know where you are going and what to expect when you arrive
• Measureable: Numbers and quantities provide means of measurement and comparison
• Achievable: feasible and easy to put into action
• Relevant: Considers constraints such as resources, personnel, cost, and time frame
• Time-Bound: A time frame helps to set boundaries around the objective
SMART OBJECTIVES OF TRUNG NGUYEN CAFE:
Creative 8, a new Trung Nguyen product slated for launch in the German coffee market, makes building brand awareness a central objective The plan targets an 18% increase in Trung Nguyen Café’s brand awareness among customers who use Creative 8 products in Germany, framed as a SMART goal (S, A, R, T) to be achieved by the end of 2021.
Increase sales: Increase 20% (M, A, R) by the end of 2021 (T), revenue from our Creative
Eight roasted and ground coffee products form the core of our go-to-market plan, strengthening distribution channels while delivering seasonal content on special days—Christmas, Mother's Day, Easter, and other holidays—across our website and blog This targeted content marketing approach aims to capture 40% more potential customers (M, A, S) by boosting visibility, engagement, and conversions during peak shopping periods through SEO-optimized product pages, holiday gift guides, and cross-channel promotions By aligning distribution with holiday campaigns, we maximize reach, drive qualified traffic, and increase online sales.
Extend market distribution and increase market share in Germany by capturing an additional 5 percentage points of market share, or 7% of the target population, primarily adults aged 18–35 and office workers who prefer roasted and ground coffee Maintain steady growth through partnerships with distributors and targeted sales promotions, aligned with marketing, advertising, sales, and revenue objectives This result must be achieved by the end of 2022.
Marketi ng Goals Specifi c (S) Measurable(
Increas e brand awareness because this is a new product in the market, so it needs to be consumed by customers
Increase 18% in brand awareness development of Trung Nguyen
Cafe of customers using Creative products 8
The greater the brand awareness, the more favorable the business orientations of the business will be
0 0 important factor to evaluate the product life cycle stage and developme nt ability quality Creative
In 2020, we leveraged revenue from the sale of creative coffee products to optimize our distribution system and fuel content creation for special days on German websites and blogs, focusing on shipping efficiency to boost visibility and engagement in the German market This approach was aimed at driving sales growth in 2021 by aligning shipping logistics with targeted content strategies for key dates.
Extend market distribution and market share
In the German market, because this age group who often enjoys roasted coffee is 18-35, they are office workers.
Conquer an additional 5% market share or 7% of the population in which mainly people aged 18-
55, mainly office workers who like roasted and ground coffee in the German market
Improve the marketing of products to consumers in shopping centers, supermarkets the endBy of 2022
MARKETING PROGRAM
Product
For Trung Nguyen to create a masterpiece of coffee, it must originate from the careful and rigorous selection of the main raw materials Creative Product 8 is a delicate combination of
3 unique and best quality coffee beans: Arabica, Robusta and Excelsa.
Arabica coffee beans, carefully selected from Brazil and the highlands of Ethiopia—the birthplace and heartland of Arabica—deliver a profile defined by mild acidity and gentle bitterness, with subtle fruity notes and a sweet, lingering finish Their caffeine content is relatively modest, at about 1-2%, making Arabica a preferred choice for those seeking a smoother, more nuanced cup from these iconic growing regions.
Mixed with the quintessential Arabica coffee beans are Robusta coffee beans with strong Vietnamese flavor Taken from the mountains of the Central Highlands The place that brings
0 0 the world's most delicious Robusta beans Robusta coffee beans have less sour taste than Arabica instead of bitter, acrid taste accompanied by double caffeine content at 3-4%.
Excelsa coffee beans from the Philippines offer a distinctive profile with notes of ripe fruit and a woody, floral aroma, making it a memorable choice for coffee lovers Despite the rich flavor, the caffeine content remains relatively low, at about 1%.
By sourcing pesticide-free coffee beans, eliminating impurities and additives, and applying in-house roasting expertise with modern production lines that comply with FDA and European standards, Trung Nguyen presents Creative 8—a coffee with a distinctive flavor that stands apart from other varieties Creative 8 delivers a seductive aroma and a mild, balanced bitterness that isn’t harsh, making it suitable for coffee lovers of all genders and ages.
With the 3S formula, Trung Nguyen creates CREATIVE 8 super clean, delicious coffee for coffee connoisseurs, specializing in creative brain activity.
Besides, Creation 8 especially has very good health benefits such as:
• Helps to refresh the mind
• Beneficial for the liver and heart
• Helps anti-oxidant, prevent cancer and aging process
Trung Nguyen Coffee Group, under the leadership of Chairman Dang Le Nguyen Vu, has long been one of Vietnam's largest and most distinctive coffee brands Its energy coffee concept, guided by the philosophy "The Energy Coffee That Changes Life," has helped expand both the Vietnamese and international coffee markets while fueling growing consumer love for coffee worldwide The Creative 8 product stands out as an "International Quality – National Brand," serving households and also positioned as a prestigious gift from heads of state and diplomats Together, these elements reflect Trung Nguyen's commitment to delivering exceptional products and expanding Vietnam's footprint in the global coffee industry.
The packaging of the Creative 8 product consists of 3 layers:
• Primary package: The product will be wrapped in plastic packaging with black and white tones, above it is the word Special showing special properties with the product name
Creative 8 centers on a bold packaging design with an image of King Napoleon of France rendered in stylized gold against a black background Adjacent to the image, the king’s saying and the product volume details provide clear information for shoppers The package is crowned with the distinct tagline "Energy Coffee - Life-changing Coffee," printed separately to create emphasis A key difference of Creative 8 is its vacuum-sealed packaging, which saves space and volume while preserving the coffee’s original moisture and aroma for a premium energy coffee experience.
Secondary packaging holds the product inside a cylindrical white cardboard box with a metallic finish, featuring a centered image of King Napoleon The top displays the Trung Nguyen Coffee logo and the bold slogan "The No.1 Coffee!" On both sides, the packaging presents the brand story and philosophy, along with contact information, quality criteria, and preparation methods The black lid, embossed with the Creative 8 logo, exudes elegance and sophistication.
The shipping carton weighs 6 kg and contains 12 boxes of 500 g each The front displays the Trung Nguyen logo, the bold 'Creative 8' text in an eye-catching font, and an image of King Napoleon to attract customers Above and below the main design are brand affirmations and the group's distinctive identity The package also includes shipping information and barcodes to facilitate the transportation process.
1.4 The logo of Trung Nguyen Legend uses 2 main colors including black and white to create a harmonious and static whole In particular, the circle of the logo is a creative improvised brush stroke like bringing a strong coffee soul to life In the center, is a circle drawing the sun as life, representing the supreme being with 8 rays of light representing the basic elements of the universe: Heaven, Dam, Fire, Thunder, Wind, Water, Mountain , Soil Not only that, the light from the central sun also has the meaning of illuminating and dispelling bad gases The symbols of the sun, the moon and the heart are alternating, corresponding to the rays of the sun, symbolizing the laws of the universe and the laws of emotional movement and harmony The heart symbol represents Mind - Goodness - Goodness and the sun and moon symbol symbolizes the balance of the universe.
The 5 bars in the overall circle represent the 5 energies of Creation, Wealth, Success, Happiness and Love.
The logo features a bold red arrow pointing upward, symbolizing Trung Nguyen's ambition to conquer the top and its drive to develop and rise Three white lines represent the entrance to a stilt house, highlighting the Central Highlands' bold cultural identity The design also includes the group's name and an affirmation of Trung Nguyen's first-class status, complemented by its product support services.
With a new product entering the German coffee market, Trung Nguyen Legend can provide a number of support services such as:
• Set up an additional German language or create a country-specific website domain to be able to assist with your product inquiries
• Taking advantage of coffee exhibitions of the German Coffee Association, Trung Nguyen can attend and support customers to enjoy and taste coffee from Creative 8 products.
Price
Launching Trung Nguyen's Creative Coffee 8 in Germany involved a staged pricing plan In phase 1, during the first six months of the first year, we implemented a market penetration pricing strategy to quickly establish the brand across the 250g and 500g box formats In phase 2, we shift to a skimming pricing strategy to capture higher value as awareness and demand grow in the German market This two-phase pricing approach supports rapid market entry while optimizing price positioning and revenue potential for Creative Coffee 8.
September 1, 2021 - March 1, 2022: Market penetration pricing strategy
- After March 1, 2022: Market skimming pricing strategy
Upon entering the German market, we found that consumer brand awareness for Trung Nguyen Coffee was still relatively low To rapidly boost visibility and trial, we implemented a market penetration pricing strategy designed to raise brand recognition among German shoppers and establish Trung Nguyen Coffee as a trusted option in Germany.
After six months of rising brand familiarity among German consumers, Creative 8 implemented a market-skimming strategy The approach targets sophisticated, coffee-loving buyers with stable incomes, recognizing that the audience’s hobby centers on drinking roasted and ground coffee.
=> Through extremely good product quality and suitable for German coffee taste, they will be willing to pay these prices.
-The initial price when bringing Creative 8 (box of 5000gr) to the German market is 17 Euros equivalent to 459,000 (VND)
-The initial price when bringing Creative 8 (250g box) to the German market is 9 Euros equivalent to 240,000 (VND)
-With the initial price when bringing Creative 8 product (box of 5000gr) to the German market is 20 Euro equivalent to 544,000 (VND)
-The initial price when bringing Creative 8 (250g box) to the German market is 12 Euros equivalent to 330,000 (VND)
Promotion
Trung Nguyen coffee is defined by a distinct, focused flavor that customers love, earning broad loyalty To leverage this strength, the brand’s advertising strategy should consistently highlight its signature taste across all channels, from TV and digital campaigns to packaging and in-store materials Additionally, Trung Nguyen’s slogan should reinforce this core message, tying the exceptional flavor to a memorable brand promise.
"Creativity" is engraved in the hearts of those who enjoy Trung Nguyen coffee.
Internet advertising is one of the most effective marketing tools, with a vast and active online audience that grows every minute To capitalize on this opportunity, a coffee business can advertise on platforms such as YouTube, Facebook, Zalo, and Google, reaching potential customers wherever they are The essential step is to partner with a reputable online marketing agency to develop a tailored marketing plan for the product, then have marketing experts implement and optimize the campaigns to maximize reach, engagement, and ROI.
Let customers try your product right at high-traffic spots such as shopping malls and parks while you hand out product information leaflets Flyers remain one of the simplest and most cost-effective forms of advertising today, especially effective for launching a new coffee brand or running a promotion This approach lets customers taste and experience the product at the advertising point, boosting engagement, word-of-mouth, and brand recall.
Coffee products "creative 8" when buying more than 2 packages will be given a cup with Trung Nguyen logo.
This program will apply to most retail stores in Germany In order to stimulate the purchase of customers to use Trung Nguyen coffee products Next, promote
Although the cup is small, it bears Trung Nguyen’s image and remains a practical item in every home, while also reflecting the brand’s care for its customers.
Trung Nguyen Coffee is offering a ceramic filter at a special price of 4.5 euros (120,000 VND) to customers who purchase three boxes of 500g or five boxes of 250g in a single order, giving buyers a sense of ownership by owning a premium Trung Nguyen Brand item.
Trung Nguyen will coordinate with a number of media companies to organize activities to continuously transmit information about the business's coffee production, which can be mentioned in a number of events such as: Marathon, tourist car, charity surgery split … Each event will contribute to the environment, besides, the image enhancement in the eyes of customers will be enhanced A friendly image also brings a lot of success to the business.
Trung Nguyen coffee products at Trung Nguyen retail points will be discounted 2-5%/product before launching to increase traffic and attract potential customers At the same time, to gain market share in the German market easily compete with other products.
PLACE
Two locations Trung Nguyen coffee aims to:
- Two target supermarket chains for Trung Nguyen Coffee
Edeka is Germany's largest supermarket chain, operating approximately 4,000 stores nationwide It offers a broad daily range of products similar to Rewe, including fresh fruits and vegetables, bread, milk, and a variety of canned goods Larger branches also stock essential household items such as soap, towels, personal care products, stationery, and kitchenware.
Rewe is one of Germany's largest supermarket chains, boasting around 3,300 stores nationwide It offers a wide range of high-quality products, covering most branded items available in Germany The retailer's assortment is broad, with a particular emphasis on food groups, and includes fresh, dry and canned goods as well as ready-to-eat options.
(The experience of going to a supermarket in Germany is "good" like a local ô AMEC)
- The second is to provide roasted and ground coffee ingredients for take away coffee shops
To secure a position built on quality and safety, Trung Nguyen Coffee aims to establish a foothold in the German market by ensuring its products are stocked on the shelves of major supermarkets, signaling brand value and high product quality This approach explains why Trung Nguyen Coffee offers a selective lineup rather than a broad range of low-priced products, reinforcing its premium positioning and consistent quality on German shelves.
EVALUATION, MEASUREMENT AND CONTROL
Measuring marketing
Effectiveness drives optimization across all processes, especially in marketing campaigns By defining and tracking KPIs for your marketing efforts, you can see what works and what doesn’t This insight lets you allocate your budget to the most efficient channels, maximizing ROI and driving lasting success.
Metrics to be taken into account:
Roi = Sales revenue - Budget spent)/Budget spent
To boost ROI, Trung Nguyen Coffee should trim nonessential budgets and redeploy funds toward high-performing sales channels and initiatives By optimizing the ROI ratio, the company can increase the profitability of its sales investments and achieve higher returns on marketing and operations spend This disciplined budgeting approach will drive sustainable growth by ensuring every dollar contributes more efficiently to revenue.
CFW = Budget spent / orders = 5,550,000 / 370,000 = 15 (Euro)
Although the cost per order remains high relative to the product price, we will cut unnecessary spending and optimize our marketing channels to reduce acquisition costs By reallocating budgets to high-performing channels and refining our distribution and advertising strategies, we can reach more customers and increase the number of orders in the near future.
To successfully introduce innovative products into the German market, TrungNguyenLegend aligns its resources to monitor key metrics—sales, market share, and the marketing expense‑to‑sales ratio—with finance tracking and reporting these figures The finance and accounting departments summarize annual performance and submit a formal report to the board of directors for review The board then compares actual results with predefined targets, identifies gaps, and defines corrective actions to close the difference and accelerate progress toward the goals.
ACTION PLAN
Nguyen” -Participated in the seminar “IT'S
STARTING AGAIN! COFFEE MEETS UNIVERSE - DATA, TRENDS &
SUSTAINABILITY: NEW DATA, NEW PROJECTS, NEW FINDINGS” organized by Germany Coffee Association to understand the German coffee market in 2021-2022 and analyze the market
Friends” -After the market report is available, during this period Trung Nguyen Legend will start a campaign to bring Creative 8 products into Germany and distribute them in large supermarkets.
-Accompanied by "self-introduction" activities by marketing on social networking platforms Facebook, Twitter, Instagram, and promotions, gifts in sales
- In this campaign, with the aim of increasing brand awareness Trung Nguyen Legend will focus on marketing by sponsoring programs in Germany such as
"X Factor (Germany)", "Sharktank Germany", "League of Legends"
Tournament” And other social activities such as “Marathon Germany” and
- Creating with Trung Nguyen must be a campaign that has resonated both at home and abroad This activity is intended to increase the brand awareness of Trung Nguyen roasted coffee
After the campaigns have been implemented, this period Trung Nguyen Legend will focus on growing revenue and market share in the whole German coffee market.
This sales forecast covers September 2021 to October 2022 and is based on TrungNguyen’s revenue growth observed in 2019–2020, with the product unit as 1 box (500 g) It represents the first-year revenue and profit, projecting 10% annual revenue growth and 5% annual profit growth, and it estimates revenue and profit for the next five years.
Sale forcast table in 1st year
Price per unit (500gr) 17 EUR 17 EUR 20 EUR 20 EUR
Cost per unit 11 EUR 11 EUR 11 EUR 11 EUR
Marketing 25.000 EUR 35.000 EUR 35.000 EUR 35.000 EUR
Event, Pr 30.000 EUR 50.000 EUR 200.000 EUR 100.000 EUR
Promotion 50.000 EUR 200.000 EUR 120.000 EUR 150.000 EUR
Total 30.000 EUR 60.000 EUR 120.000 EUR 240.000 EUR Profit
Estimate Revenue and profit in next 5 years
1st year 2nd year 3rd year 4th year 5th year