SERVICES MARKETING TOPIC ANALYSIS OF MARKETING STRATEGY 7ps OF PHUC LONG COFFEE TEA BRAND

Market share According to the report of Coffee shop chains landscape on social media in 2020, The Coffee House, Phuc Long Coffee & Tea, and Highlands Coffee were the top three brands wit

Introduction

Reasons for choosing the topic

Vietnam's coffee and tea market is a roughly $1 billion per year segment (Euromonitor), a competitive arena where The Coffee House, Phuc Long Coffee & Tea, Highlands Coffee, and Cong Coffee vie for attention While each brand pursues a distinct style, price point, and service model, they all enjoy strong recognition among Vietnamese consumers Their ability to stay competitive in this crowded market is driven in part by an effective 7P marketing mix—covering product, price, place, promotion, people, process, and physical evidence—designed to fit local preferences and shopping behaviors This article centers on Phuc Long Coffee & Tea as the object of analysis, exploring how its 7P strategy is constructed and executed in the Vietnam market to build differentiation, consumer loyalty, and sustainable growth.

Research objective

- Research and analyze the current situation of Phuc Long Coffee & Tea marketing mix activities, including elements of services product, price, distribution, promotion, service processes, physical evidence, people.

- Make comments, evaluate and propose solutions to improve the 7P marketing mix strategy for Phuc Long Coffee & Tea.

Introduce about Phuc Long Coffee & Tea

1.3.1 History of establishment and development process

- In 1968, Phuc Long was founded in the famous tea plateau Bao Loc (Lam Dong).

- In 1980, Phuc Long opened the first three stores selling products in Ho Chi Minh City on

Le Van Sy, Tran Hung Dao, and Mac Thi Buoi streets.

- In 2000, Phuc Long trading production company limited was officially established.

- In 2007, Phuc Long took possession of a tea hill in Thai Nguyen and at the same time invested in building a coffee and tea factory in Binh Duong.

In 2012, the first Phuc Long Coffee & Tea store opened at Crescent Mall District 7, marking a turning point in Phuc Long's development history as the company officially entered the Food & Beverage field with Phuc Long Coffee & Tea shops operating under a self-service model in a modern, classy, and outstanding space.

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- So far, Phuc Long Coffee & Tea chain stores have been present in all major cities across the country (Ho Chi Minh City, Hanoi, Da Nang, Nha Trang, Binh Duong).

Driven by an enduring passion for expanding markets through sustainable development, Phuc Long is poised to become Vietnam’s premier manufacturer and exporter of high-quality coffee and tea The company is dedicated to responsible growth, combining excellence in production with strategic market expansion to strengthen its position in Vietnam and reach customers worldwide.

- Phuc Long hopes to create a Vietnamese brand with outstanding quality reflected in each product, thereby gradually affirming its position in the international market.

- To become a pioneer by creating new ideas for the coffee and tea industry.

- To develop an outstanding brand, motivate one another, as well as turn the ideas into reality over unity, interaction, listening, and respect.

- Maintain high quality that satisfies customers by having a deep understanding of their needs and values.

- To the consumers: Commit to supplying the best quality products and services.

- To the employees: Continue to improve the professional, dynamic and creative work environment Provide a fair and equitable work environment that facilitates opportunities for advancement.

To the community, we pursue a balanced approach that aligns corporate benefits with the welfare of local residents, ensuring business success supports meaningful community outcomes We actively contribute to local social activities and initiatives, partnering with stakeholders to drive inclusive, sustainable progress Throughout every effort, we demonstrate a high sense of responsibility, transparency, and accountability, reinforcing trust and long-term value for both the company and the community.

- Manufacture, export, and trade finished products of coffee and tea (packaged).

- Offer food and beverage services at Phuc Long Coffee & Tea shops:

+ A comprehensive variety of food and drinks.

+ A fine selection of cakes and fritters.

Market & Competitors Analysis

Market Analysis

According to the 2020 report on the social-media landscape of coffee shop chains, The Coffee House, Phuc Long Coffee & Tea, and Highlands Coffee dominated conversations, collectively capturing more than 75% of the market share in discussions about coffee shop brands Domestic Vietnamese chains such as Ong Bau Coffee, Cong Coffee, Trung Nguyen, Milano, Passio, and GUTA followed, signaling a strong wave of homegrown brands in the market The most popular international brand on social media was Starbucks, ranking fourth with a 14.4% share of the discussion.

Figure 2.1:Overall Buzz Volume about Coffee Shop Chains in Vietnam in 2020 (Source:

Coffee shop chains landscape on social media in 2020) 2.1.2 Operation status of coffee shop chains

In 2020, Highlands Coffee retained its position as the largest coffee chain in Vietnam, with the gap to rivals remaining largely unchanged The company’s total revenue reached about 2,140 billion VND (approximately 2.14 trillion VND), marking a slight decline from the previous year.

Among leading coffee chains, The Coffee House slipped to third place after a relative decline, while Phuc Long edged up to second; Starbucks followed a similar trajectory to The Coffee House Together, these three chains reported revenues in the 700–800 billion VND range, and since 2019 they have seen dizzying growth.

Recent data show that the pandemic has caused a substantial hit to the food and beverage (F&B) industry, with certain indicators recording annual rate changes of 30–40% This pattern, illustrated by the cited examples, underscores the broad reach of the disruption—not confined to any single company—and points to the need for resilience and adaptive strategies across the sector.

Within the Trung Nguyen Group, the Trung Nguyen Franchising unit, created to oversee the Trung Nguyen Coffee Space chain, posted a one-third drop in revenue By contrast, NISO Group, the management unit for the RuNam-branded restaurant and coffee chain, saw revenue fall by more than half.

Profit performance among Vietnam's leading coffee chains shows a clear divergence Highlands Coffee posted a 45% profit increase to 80 billion VND, and Phuc Long Coffee & Tea surged 119% to 35 billion VND, reflecting improved efficiency despite the epidemic Meanwhile, chains already in loss, including The Coffee House, Trung Nguyen Franchising, and NISO Group, faced heavier losses, while Starbucks, the international coffee chain, saw a sharp decline in profit from 39 billion VND to 5 billion VND.

Figure 2.2: Revenue and profit of Coffee Shop chains in Vietnam over the years

Competitors Analysis

Highland Coffee, Starbucks, The Coffee House are formidable competitors of Phuc

Long Coffee & Tea in the coffee shop chain market in Vietnam.

Highlands Coffee targets the middle-class market, with office workers and young people as its core customers, and its primary growth strategy is to open outlets in Grade A office buildings The chain currently operates more than 336 stores In financial terms, Highlands Coffee reported revenue of about 2,200 billion VND in 2019 and about 2,140 billion VND in 2020, revenues that far surpass and are more than double the total profits of its remaining competitors.

In 2019, the Starbucks chain generated more than 780 billion VND in revenue, a rise of over 32% from the previous year thanks to faster system expansion This growth places Starbucks among the top revenue-earning coffee chains, behind Highlands Coffee and The Coffee House.

The Coffee House has become Vietnam’s second-largest coffee chain, after Highlands Coffee, following several rounds of scaling and capital raises By the end of 2018, Nikkei Asian Review named it one of the chains with the fastest growth Unlike brands chasing premium, high-status locations, The Coffee House focuses on a rich drinks menu, moderate prices, high-speed Wi‑Fi, large spaces, and a young customer base In 2019, its revenue reached 863 billion VND, up about 30% from 2018 However, it was the highest-loss chain within the leading group, posting a negative profit of more than 80 billion VND Despite having the highest gross profit margin among coffee chains, the main driver of losses was high selling costs.

Phuc Long also has competitors from alternative products such as famous milk tea brands KOI,

The beverage market features a rich diversity of products with varying types, designs, and flavors, including options like C2 tea and 0-degree green tea, as well as carbonated drinks such as Pepsi and Coca-Cola These brands remain highly competitive in the youth market segment, driven by distinctive branding, appealing taste profiles, and broad consumer appeal.

Target customers analysis & Positioning Strategy

Segmentation

The first segment comprises the high-end, high‑income class who are willing to pay premium prices not only for high‑quality drinks but also to signal their caste and status through the overall brand experience They seek more than a beverage, expecting an elevated ambiance—refined decor, atmosphere, and attentive service from staff—as part of the drink experience This focus on product quality, prestige, and service drives demand for exclusive venues and premium hospitality that reinforce social signaling through luxury consumption.

Within the second customer segment, average-income individuals—primarily office workers and students—prioritize quality over price and seek comfortable spaces where they can meet friends, work, and exchange ideas The third segment consists of low-income customers who are highly price-sensitive and mainly require affordable spaces, with little interest in quality drinks or upscale experiences.

Targeting

Phuc Long Coffee & Tea targets Vietnam’s middle-class audience, including office workers and energetic young people such as students and foreign tourists visiting the country Customers come to Phuc Long not only to socialize with friends or meet business partners, but also to enjoy a comfortable, spacious space that supports studying, working, and creative pursuits By offering a versatile environment where people can focus, collaborate, and recharge, Phuc Long positions itself as a go-to destination for work, study, and social moments in Vietnam.

Positioning

- The company has succeeded in positioning the brand in the minds of customers as a premium tea, "expensive but worth it".

- Positioning of Phuc Long Coffee & Tea for:

+ Customers: A place to stop, work, relax and chat.

+ Products: Phuc Long produces and distributes quality, delicious, full of Vietnamese flavor tea and coffee products.

+ Market: Phuc Long wishes to bring its products to many places across the country along with reliable quality and service at a reasonable price for consumers.

Figure 3.1: Competitor-based positioning map

Analyzing the Marketing Mix (7Ps) Strategies

Services Product strategy

A service product comprises all tangible and intangible elements of service performance that create value for customers, and it does not involve ownership or transfer of ownership Customers will feel disappointed and uncomfortable when service products are not as expected Conversely, customers are satisfied and happy when service product quality not only meets but also exceeds their expectations.

Feelings and reviews of customers are the most important recognition for the service products' quality Service products consist of:

- Core product: the central component that supplies the principal, problem-solving benefits customers seek.

- Supplementary Services: augments the core product, facilitating its use and enhancing its value and appeal

- Delivery Processes: used to deliver both the core product and each of the supplementary services.

Phuc Long Coffee & Tea centers its offerings on tea and coffee The brand has carved out a unique selling proposition by insisting that the taste of Phuc Long must be one, unique and different from every other brand This distinctive flavor philosophy sets Phuc Long apart in the market and helps build strong brand recognition By delivering authentic tea and coffee experiences with a consistently unique taste, Phuc Long reinforces its identity and supports SEO-friendly messaging around its core products.

Phuc Long tea draws its fresh taste from two tea hills in Thai Nguyen and Bao Loc By using traditional manual methods, Phuc Long aims to brew a cup of strong, characterful tea Its flavor profile blends theanine, carbohydrates, polyphenols, caffeine, and enzymes to deliver a fragrant, bold, and refreshing cup Phuc Long offers two options for tea lovers.

+ Make in a modern way with green tea latte

+ Make in a traditional way with a perfect cup of oolong tea in both flavor and taste.

Phuc Long focuses on the pure origin of its coffee beans, preserves their premium characteristics, and relentlessly roasts them to the most perfect level while continually seeking the best beans When you drink Phuc Long coffee, four brand hallmarks come through: a bold roast of the beans, a strong flavor, a nuanced, delicate flavor profile, and a distinctive aroma Phuc Long prepares its coffee according to two recipes.

+ Make in a modern way: filter coffee, racquet coffee

+ Make traditionally: french press, aeropress, pour-over, cold brew.

● Supplementary Services: in Phuc Long, there are various supplementary services including facilitating services and enhancing services.

Facilitating services are the customer support components that ensure smooth service delivery and help users use Phuc Long's core product They consist of four essential elements—information, order-taking, billing, and payment—that together streamline the customer journey from inquiry to purchase and use.

Customers can find the latest information on Phuc Long's current and upcoming products and prices on the official Phuc Long Coffee & Tea fan page, where product details are updated the fastest with clear, honest illustrations that build trust in Phuc Long's offerings Beyond online info, the brand's sites also show each branch location and help customers identify the nearest Phuc Long branch to save time on travel.

- Order Taking: In Phuc Long Coffee & Tea, when customers come to order products, the staff will give them invoices with a service vibrating order card to call customers back to receive drinks and dishes This service vibrating order card can help save customers' waiting time, help them be more proactive or not get the wrong drinks or dishes from the staff during the service Moreover, Phuc Long Coffee & Tea also has a way to order through apps such as Baemin, Grab, Now, when customers cannot go

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Phuc Long offers a diverse range of products grouped into combos, and invoices are issued immediately after payment to maximize convenience and accuracy, even before customers receive their drinks or dishes Each invoice records the date and time, the cashier's name, and itemized prices so customers can clearly see the costs Any issues are resolved promptly.

- Payment: There are two forms of payment: cash or bank card when customers want to pay in Phuc

Phuc Long has adopted a tech-forward payment approach, encouraging customers to pay with e-wallets like MoMo, ShopeePay, and ZaloPay, or to redeem vouchers and coupons to receive additional incentives at checkout The store's payments run on an advanced technology platform that streamlines transactions and saves time for shoppers.

Beyond its core tea and coffee offerings at Phuc Long Coffee & Tea stores, Phuc Long has expanded into packaged tea and coffee products for sale in the broader market The range includes boxed tea, packaged tea, canned tea, and coffee, which are distributed to retail partners such as Vincommerce and VinMart+ to broaden market reach and boost Phuc Long's sales.

Phuc Long's mooncakes have strengthened the brand's footprint in the food segment by impressing customers with not only quality but also attractive box design, boosting overall perception of the brand The brand's diversification into Phuc Long branded bread—French-origin standard bread sold under the Vietnamese Phuc Long label—offers a full range of sizes and ingredients that prioritize food safety Although priced slightly higher than competing options, the combination of premium quality, packaging, and trusted branding makes these products a reasonable choice with little to no complaints.

Phuc Long Coffee & Tea enhances the customer experience by offering services beyond the basics, showcasing professionalism and brand differentiation in a competitive market Three factors increase the value of Phuc Long’s core products: exceptional quality and consistency, a superior service experience, and distinctive brand positioning that sets Phuc Long apart from competitors.

- Safekeeping: Making customers feel more secure and comfortable when using the brand's service is a necessary factor to increase the number of customers of the brand And Phuc Long Coffee

Phuc Long Coffee & Tea has enhanced the customer experience by deploying parking staff to manage large parking lots Many branches offer ample parking, and some locations feature two separate lots to ensure easy access and a sense of security for customers as they enjoy Phuc Long’s coffee, tea, and snacks.

Hospitality is a foundational element of today’s business landscape, and Phuc Long Coffee & Tea embodies it with a professional, friendly service style The staff greet guests warmly on arrival, with attentive waiters and cashiers delivering a welcoming first impression, and they proactively help by seating customers who can’t find a suitable spot This commitment to courteous, proactive hospitality enhances the overall customer experience and reinforces Phuc Long Coffee & Tea’s reputation for excellent service.

Pricing strategy

Table 4.1: Price list of some products at Phuc Long

Phuc Long Con Panna 60.000 VND

Phuc Long Milk Tea 45.000 VND

The foundation's underlying pricing strategy can be described as a tripod, with costs to the provider, competitors’ pricing, and value to the customer as the three legs Phuc Long Coffee

& Tea has also built a pricing strategy for its products and services based on these three basic factors:

Phuc Long's pricing policy is built on the brand's strengths in tea and coffee—the core ingredients for most of its products These inputs are grown, processed, and supplied by Phuc Long to its chain of stores, ensuring consistent quality and supply By mastering the main input ingredients, costs are less exposed to fluctuations from external suppliers, enabling lower production costs per item and allowing Phuc Long to offer affordable prices without compromising quality.

Under the cost-plus pricing model, a product’s price reflects not only the cost of inputs like ingredients and direct production costs but also service and operating expenses tied to running Phuc Long Coffee & Tea shops These costs include seating usage and other shop operations such as staffing, utilities, maintenance, and payment processing, which together ensure prices cover the full cost of delivering the customer experience while sustaining profitability.

+ Fixed costs: costs for facilities, luxurious interior design in the style of "Western restaurant", modern machinery and equipment, prime location in the middle of the city.

+ Direct costs: seasoning sources and tools are carefully selected with high input standards.

+ Labor costs: staff are selected for professional training and are always enthusiastic about customers.

+ Additional costs: service quality and brand value built over more than 50 years.

+ Other expenses: advertising, electricity, water, wifi,

Vietnamese coffee market is highly competitive, with clear segmentation that places big brands in distinct niches and assigns each brand a specific target customer Each segment hosts leading players, and brands tailor their offerings to suit the needs of their chosen audiences In the high-end segment, aimed at high-income office workers, Highlands Coffee and international brands such as Starbucks and The Coffee Bean lead the market.

Tea Leaf contrasts with Trung Nguyen and Phuc Long in its market approach: Trung Nguyen positions its brand at a lower tier, targeting customers who love traditional coffee flavors, while Phuc Long operates in the mid-range with prices affordable for the majority, aiming to bring its brand to all consumers as quickly as possible.

Although closely following each other in terms of store count, the brands are far apart in price Urban Station and Passio price ranges average 15,000–40,000 VND per cup, while Trung Nguyen and Starbucks Coffee sit higher at about 40,000–90,000+ VND Phuc Long targets a middle ground, with prices typically between 30,000 and 60,000 VND, making it accessible to a broad audience For example, Phuc Long’s cappuccino is 30,000 VND for a small cup and 35,000 VND for a large, whereas Highlands Coffee can reach 54,000 VND and Starbucks up to 80,000 VND Phuc Long also sells milk tea at roughly 25,000–45,000 VND per cup, about 50–70% of Trung Nguyen’s price and 30–50% of Starbucks and The Coffee Bean & Tea Leaf This pricing strategy helps Phuc Long appeal to a wide range of consumers A Phuc Long representative notes that foreign beverage brands entering Vietnam are not seen as a threat because the target audience is young people and the prices remain reasonable.

Download inquiries: skknchat123@gmail.com Phuc Long’s logo features green not to compete with Starbucks or other brands in the same tier, but to gain a strategic edge in the mid-market segment.

Phuc Long Coffee & Tea built its success on a precise, value-driven market-entry pricing strategy When Vietnamese consumers yearned for Western-style cafe experiences, they faced steep prices of about 45,000–60,000 VND, a range dominated by high-end brands like Starbucks and The Coffee Bean & Tea Leaf Phuc Long countered this by launching with an average price point that delivered comparable taste and service, proving you could offer quality coffee and tea without the premium tag and establishing a credible, accessible alternative to the luxury cafe segment.

Phuc Long Coffee & Tea stands out with a strong tea and coffee lineup and a diverse menu that includes juices and iced drinks at different price points to meet varied customer needs, proving it can compete with both foreign and domestic brands In addition, its services are offered in two formats, providing flexible options for customers.

Take away express provides takeaway coffee at branches with mid-range facilities or at kiosks partnered with Vinmart+ to serve the middle-income customer group Prices range from 30,000 to 40,000 VND, and the beverage lineup includes basic options such as iced milk coffee, hot milk coffee, and peach tea.

The Take Away House is a customer-friendly option that lets visitors enjoy Phuc Long’s signature coffee flavors and a broad selection of other drinks at large Phuc Long Coffee & Tea branches Prices range from 40,000 to 65,000 VND, serving high-income customers who want convenient, quality beverages on the go.

Phuc Long's pricing strategy starts by seeing the business through the customer's eyes, asking how much it costs to experience a shop like this, whether the price is fair, if it reflects what customers are entitled to, and whether they can afford to visit regularly By adopting a customer-centric, localized pricing approach, Phuc Long targets a broad audience—from commuters and tourists to students seeking a premium cafe experience without paying international-brand prices The result is a spacious, comfortable, and sophisticated space that competes with global players like Starbucks or The Coffee Bean & Tea Leaf, offering a value range of roughly 30,000 to 60,000 VND and helping explain why many young people become loyal customers of the chain.

Distribution strategy

In a typical sales cycle, distribution embraces three interrelated elements:

Information and promotional flow is primarily distributed through Phuc Long’s official channels: the official website, the Phuc Long Fanpage, and advertisements on delivery intermediary apps These channels deliver timely information about products, promotions, and pricing to consumers, ensuring clear, accessible updates and a consistent brand message across platforms.

At Phuc Long Coffee & Tea stores, customers who want to enjoy products onsite queue to place their order, with payments and orders processed almost simultaneously The cashier issues an invoice bearing your order number, and when your number is called, staff direct you to the counter to pick up the food or drink you’ve ordered.

Phuc Long's product flow leverages partnerships with delivery apps like Grab, Baemin, and Now to bring drinks to customers who can't visit the shop Beyond these intermediary channels, Phuc Long Coffee & Tea operates a direct-to-consumer model, selling only at its own stores because its beverages are not suitable for storage and transport to agents or retailers.

Service distribution channels coordinate suppliers, intermediaries, and customers through technology to facilitate purchasing and selling activities, and in the service context these channels are typically short and direct Phuc Long Coffee & Tea uses a direct sales distribution model to ensure customers experience the highest possible product and service quality, delivering not only drinks and dishes but also the ambience, shop layout, and staff attitude Beyond selling directly at its own cafes, Phuc Long launched Phuc Long Kiosk on January 12, 2021, a new space and experience, and customers can also enjoy Phuc Long beverages at Vinmart stores via an order counter inside Vinmart.

Figure 4.2: Phuc Long kiosk model at Vinmart New City - Distrisct 2

Figure 4.3: The dense order of the Phuc Long Kiosk model is arranged inside Vinmart

Phuc Long Coffee & Tea not only sells its products in-store but also delivers through cyberspace via intermediary and electronic apps, a growing trend especially among office workers and students who appreciate lower prices, convenience, and easy access that fits their study and work schedules This approach supports digital transformation in Industry 4.0 and the surge in online ordering.

During the Covid-19 pandemic, Phuc Long launched "Delivering Services in Cyberspace" to shift from high-contact to low-contact interactions and better meet customer needs In addition to in-store sales, the company expanded its delivery model by partnering with intermediary apps and delivery platforms, enabling customers to order online when they cannot visit a store Through partners such as Beamin, Now, and GrabFood, Phuc Long can bring its products directly to customers’ doors, maintaining service continuity while prioritizing safety This omnichannel approach blends in-store sales with convenient, contactless delivery options to address evolving customer demands.

Depending on different market segments, it is necessary to have different product/service distribution strategies accordingly Because the target customer group of Phuc Long Coffee

Phuc Long Coffee & Tea is a popular destination for office workers, foreign travelers, and dynamic students across Vietnam, with Ho Chi Minh City and Hanoi leading in brand presence You’ll find Phuc Long shops clustered in convenient locations—inside office buildings, near language centers, close to schools, and throughout city centers and shopping complexes These outlets are chosen for easy accessibility and enjoyable views, and they often sit in competitive neighborhoods alongside other cafes like The Coffee House and Highlands Coffee, making Phuc Long a recognizable option for coffee and tea lovers.

Figure 4.4: Phuc Long Phan Xich Long branch – Phu Nhuan district

Phuc Long Coffee & Tea has expanded to 82 stores across Vietnam’s major cities, with the largest concentration in Ho Chi Minh City and additional locations in Hanoi, Lam Dong, Can Tho, Binh Duong, and Da Nang All branches are operated by Phuc Long Trading Production Company Limited, and the company currently does not have a franchise policy in place.

Figure 4 5: Number of stores of Phuc Long and competitors

Phuc Long Coffee & Tea opens early and closes late, with opening hours from 7:00 am to about 11:00 pm to fit customers' schedules This extended window accommodates office workers who can stop by before or after work and gives students a reliable space to create, study, and work after school.

Figure 4.6: Information and Physical Processes of the Augmented Service Product

Phuc Long Coffee & Tea delivers electronic supplementary services without direct on-site communication, as illustrated in Figure 4.1 by five elements: information, order-taking, consultation, billing, and payment These services encompass everything from guidance on selecting drinks to receiving orders and processing invoicing and payments, all conducted through intermediary apps such as Grab, Baemin, and Now, or via direct phone calls by store staff when customers place orders.

The option for service delivery that Phuc Long Coffee & Tea chooses to serve customers is

Phuc Long Coffee & Tea invites customers to visit its stores to experience the full in-store service, where attentive staff, top-notch equipment, and a well-designed space combine to maximize customer satisfaction For example, if a customer sits near a window, staff will politely ask to pull down the curtain to reduce sunlight glare and ensure a comfortable, enjoyable visit This direct-store visitation approach shows that in-person shopping delivers the strongest service quality and overall customer experience; while products can reach customers through delivery channels, the perceived service excellence and ambiance are not as high as when customers come to Phuc Long’s stores.

Promotion strategy

In Facebook marketing, Phuc Long's fanpage has 423,174 followers and features engaging content, including promotions, posts about new product launches, updates on upcoming projects, and wishes for special occasions, all timed in prime slots that appeal to a young audience.

+ Website: Phuc Long has a beautifully designed, very attractive website Besides, using tools like Google AdWords makes it easier for brands to reach customers

+ Instagram: With more than 8,000 followers and just like Phuc Long Coffee & Tea Facebook Fanpage, interesting articles about promotions and many articles are constantly updated

Public Relations (PR) is the strategic use of corporate communication methods and activities to enhance understanding and build relationships with customers It is a long-term, ongoing process that relies on consistent engagement to inform, persuade, and connect with audiences Through organized press conferences, product introductions, and customer conferences, PR efforts attract the attention of the press and the public while fostering trust, loyalty, and a positive brand image.

From its earliest days, Phuc Long has placed people at the center of every decision and product We believe a joyful coffee experience begins with happy teammates and radiates outward, as we continually strive to bring the most uplifting offerings to the community and society Phuc Long aims to be a foundational space that supports every person—regardless of gender, faith, or background—so they can feel happy, confident, and proud, empowered to pursue their life dreams.

Some projects are done by Phuc Long

The Meaningful Christmas 2012 project, launched on December 22, saw Phuc Long raise more than 70 million VND by selling drink vouchers to fund a charity initiative, benefiting underprivileged students at Long Phuoc Primary School in Long Phuoc Commune, Ben Cau District, Tay Ninh Province.

During the 2016 Mid-Autumn Festival, Phuc Long donated moon cakes to disadvantaged children across Districts 1, 3, 5, 7 and 8, as well as Phu Nhuan, Binh Tan and Binh Duong, underscoring the company's commitment to supporting the communities where it does business and giving back to families in need during the festival.

Lawrence S Ting Charity Walk 2014 is part of the Lawrence S Ting Charity Walking Program, a charitable initiative that supports the city’s poor to enjoy a warmer Tet This annual event is organized by the People’s Committees of District 7, District 8, Nha Be, and Binh Chanh, in collaboration with Phu My Hung Development Co., Ltd., bringing together community leaders and residents to raise funds and awareness for those in need.

Phuc Long Coffee & Tea has launched the Phuc Long Gift Card, also known as the Phuc Long Prepaid Card, with denominations of 200,000 VND, 500,000 VND, and 1,000,000 VND This card provides a fast, cashless payment experience at all Phuc Long Coffee & Tea stores and also serves as a convenient and meaningful gift for friends and relatives on special occasions.

Figure 4.7: Phuc Long Gift Card program

- Promotion activities and customer gratitude

Promotions are marketing activities designed to stimulate customer interest and increase purchases by offering benefits such as free trials, discounts, free gifts, and coupon codes These incentives encourage customers to try products or services and to buy more over time Phuc Long is no exception, using promotions to attract new shoppers, reward loyal ones, and lift overall sales performance.

+ Promotion activities of Phuc Long: Many attractive promotions, valuable vouchers with dense frequency

● Create Membership Card, Receive Attractive Gifts:

With a minimum spend of 65,000, you can obtain the Phuc Long Membership Card and unlock exclusive perks: annual birthday gifts, a points-based rewards system that grants a free glass of water for every 100 points earned, and a 15% discount on your total bill for 365 days after upgrading.

Promotion period: valid until the end of August 5, 2021

Promotion form: Customers will immediately receive a voucher of 20k to enjoy Phuc Long tea and coffee with fresh and premium taste when shopping at Vinmart+

● BUY 3 GET 1 - BUY 5 GET 2: Promotion period: from August 31 to September 4

Promotion form: Customers will immediately receive 1 free drink when buying 3 drinks, 2 free drinks when buying 5 drinks The program applies when customers order via Grab app

● Phuc Long 50% off to celebrate Black Friday:

Promotion period: In 2 days November 28 and 29, 2019

At any Phuc Long store, customers who purchase one large drink from the Special Tea range can enjoy a 50% discount on a second large drink of the same group The offer is applied at the point of sale and is valid only for the second large-size drink within the same Special Tea category, encouraging guests to explore more of the Special Tea lineup while saving on their next order.

● Customer appreciation program Time: from 04/01 to 13/01/2019

When you visit the nearest Phuc Long store, all Phuc Long Membership cardholders receive a Free Upsize on their order VIP and Diamond Members also receive a bonus gift—choose between a 2019 red envelope set or a Phuc Long multi-function holder.

● Appreciate to loyal customers – Free upsize: Time: from March 25 to 27

Phuc Long offers loyal customers a Free Upsize on every drink purchase, giving extra value with each visit The Free Upsize program is a small gift from Phuc Long to show gratitude for continued support and to thank customers for choosing Phuc Long over time Enjoy a complimentary drink upgrade at no extra cost when you order your favorite beverages, highlighting Phuc Long’s commitment to rewarding loyalty.

● Offers based on card class

Registering for the Phuc Long Membership Card automatically enrolls you in the "Member Card" tier Members receive a free medium drink of their choice (subject to Phuc Long’s limits and terms) For every 100 points you accumulate, you earn a complimentary cake, and you also get a free cake during your birthday month.

Customers who accumulate 400 points within a 12-month period are upgraded to the VIP Card Class Beyond the benefits of the standard membership card, VIP Card Class members receive a 10% discount on beverages and cakes and a 5% discount on all other Phuc Long products.

Diamond Card Class: When customers accumulate 1000 points in a 12-month period, they will be upgraded to "Diamond Card Class" Customers will enjoy privileges of membership and VIP card class along with a 15% discount on beverages and cakes, and a 10% discount on other Phuc Long products In addition, customers may receive additional offers or special invitations to participate in events organized by or for Phuc Long

Service processes management

From the customer's perspective, the service process reflects the experiences, feelings, and values they receive when using the service From a business point of view, the service process is a multi- step system, designed to run smoothly, to meet customer needs The following Flowchart and

Blueprint diagram will clarify the process of using the service at Phuc Long Coffee & Tea shops.

Flowcharts describe the customer journey by outlining each activity and experience in the service from start to finish from the customer’s point of view, while a service blueprint is more detailed and complex, specifying exactly how the service process happens and going beyond the customer steps to include operational elements, frontline staff interactions, staff actions, and the link between frontline and backstage departments, all to ensure the service consistently delivers Phuc Long Coffee’s intended service value.

Figure 4.9: The flowchart of Phuc Long Coffee & Tea

Figure 4 10: The blueprint of Phuc Long Coffee & Tea

Below is the general process that we can see when a customer comes and experiences at

Phuc Long Coffee & Tea chain stores:

+ Valet parking: Usually, at stores with large areas and big parking spaces, there are 2 to

3 security guards to look after the stores and vehicles for customers Stores with a narrower area have a security guard.

Phuc Long Coffee & Tea manages ordering at the bar with 2–3 staff on duty during varying crowds to ensure fast service A prominent menu board at the bar helps customers observe options easily, while billboards behind the counter highlight new arrivals, bestsellers, and popular items to guide quick decisions Payment is collected at the time of ordering, a common cafe practice that reduces wait times, with multiple methods available including cash, credit card, and electronic wallets After payment, staff issue an invoice to the customer; some locations provide a vibrating order card to alert when items are ready, while others call out the customer’s name aloud for pickup.

Customers can select a comfortable seat and wait for their order as the kitchen prepares the dishes or drinks; once ready, a notification—via a vibrating card or a staff call—alerts them to collect their food or beverages.

Phuc Long Coffee & Tea shop lets you enjoy drinks, food, and easy access to the restroom After your dishes or drinks are served and returned to your table, you can comfortably savor your beverages or meals while chatting with friends; if you’re alone, you can study, work, or use your phone The restrooms are very modern, clean, and fully equipped, ensuring a convenient and comfortable visit.

During departure, customers are greeted warmly by staff at the exit, then proceed to the parking lot where a security guard assists them in locating and retrieving their vehicles before they leave the premises.

Physical evidences management

Because services are intangible, businesses in the service industry need tangible evidence to help customers visualize the offering and form accurate expectations about its quality Physical evidence—ranging from packaging and storefronts to equipment and service cues—directly influences customer expectations and perceptions of service quality and helps differentiate a brand Real-life customer experiences build a concrete brand image, and when these experiences align with the tangible cues, they can shape consumer perception so strongly that the brand becomes top of mind in its niche.

Physical Evidence is divided into two environments including external and internal.

From the outside, Phuc Long Coffee & Tea’s glass façade delivers a luxurious look, while the dominant green branding is warmed by subtle yellow lighting This combination creates a distinctive brand character in the eyes of customers and reinforces Phuc Long’s premium identity.

Phuc Long's logo design uses blue and white as the primary colors, featuring a coffee cup motif and the green tea hue to convey freshness and brightness with strong appeal Although the logo has undergone several changes over the years, it remains faithful to the brand's original values The coffee cup image combined with tea's green color creates a modern, vibrant, inviting look that resonates with both coffee and tea lovers The logo's evolution preserves recognition and heritage, ensuring a consistent visual identity across Phuc Long's branding.

Figure 4 11: Phuc Long Coffee & Tea Logo

Parking for Phuc Long Coffee & Tea shops is arranged in front of the stores and sometimes in basement levels Central branches, such as the Dinh Tien Hoang branch in District 1, feature two spacious parking lots that meet customer needs At branches with smaller footprints or during peak hours, on-site parking can fill up quickly, forcing many customers to park in the basements of nearby apartment buildings or commercial centers The Pho Quang branch experiences the same situation.

When the shop's parking lot becomes overloaded, a security guard guides customers to park their vehicles in the basement of the Garden Mansion apartment.

Phuc Long's branches are strategically positioned in prime city-center locations across District 1, District 3, District 7, Phu Nhuan District, and Tan Binh District, as well as at busy three-way and four-way intersections and in large shopping centers Most branches feature two facades and ample space, and the brand maximizes exterior space and shopfront views to deliver exceptional customer experiences.

Figure 4 12: Phuc Long Dinh Tien Hoang Branch, District 1

(source: Phuc Long Coffee & Tea Facebook Fanpage)

Figure 4 13: View at Phuc Long Pho Quang branch, Tan Binh district

+ Color: Phuc Long uses two main colors that are green and yellow Yellow brings antiquity and elegance combined with green to create a feeling of warmth, and freshness.

Phuc Long's furniture comprises wooden tables and chairs in a range of designs, including long rectangular tables for groups of friends who study together Seating is arranged in corners, near walls, or behind shop partitions, with square and round tables that accommodate from one to four people to meet different customer needs Glass windows and doors create an airy space, ensuring the area feels open rather than stuffy.

Phuc Long’s bar area employs wooden materials in a range of brown tones to craft a warm, nature-inspired yet modern atmosphere Architects intentionally blend these natural textures with contemporary lines, creating a pleasant, inviting space that resonates with guests Next to the bar, displays of tea products and mugs reinforce the brand experience, capture attention, and help convert interest into sales.

+ Decoration: Images of nature, related to tea or coffee are included by Phuc Long Coffee & Tea to create a feeling of closeness to nature for customers, affirming the value that

TIEU LUAN MOI download : skknchat123@gmail.com the brand brings In addition, Phuc Long Coffee & Tea shops display many potted plants to help create a fresher and more comfortable atmosphere.

Figure 4 14: Some designs of Phuc Long Coffee & Tea

Phuc Long Coffee & Tea features charging sockets at every table, a design tailored for the many customers who stay long hours to study and work The ready access to power keeps laptops and phones charged, making it easy for guests to be productive without leaving the cafe This in-seat charging convenience is a major factor that draws customers to Phuc Long Coffee & Tea over nearby cafes.

Phuc Long Coffee & Tea creates a space that blends green and yellow color tones to evoke both classic luxury and contemporary, youthful energy, attracting a broad base of customers who choose Phuc Long over other tea and coffee shops The branches are lit with yellow-brown lighting that highlights the brand’s distinctive character Because many visitors come to study and work, the ambience features relaxing, calm music designed to support concentration and relaxation.

Phuc Long outfits its outlets with premium Astoria line coffee machines, prominently placed behind the order counter where customers can watch them operate This visibility cultivates a professional, high-class brand image in the eyes of guests and reinforces perceptions of quality and craftsmanship.

+ Phuc Long uses paper cups or plastic cups depending on the type of drink that customers order.

+ Using air conditioning, electronic billboards running ads bring customers a sense of convenience and modernity.

Phuc Long builds its branding on a two-color palette that mirrors its core offerings: the green of tea and the black of coffee While this combination isn’t brand-new, it delivers a highly attractive visual identity that boosts recognition across packaging, storefronts, and digital channels.

The prominent Phuc Long logo is neatly printed on the left chest of the black polo shirt, maximizing brand visibility and promotional impact Paired with a short green apron and a black cap bearing a logo, the ensemble creates a cohesive look that blends a classic silhouette with a modern touch.

People management

Cashier Bartender Service staff Security

Figure 4 15: Human resource organization model at Phuc Long Coffee & Tea

Table 4.2: Positions and duties of each position at Phuc Long Coffee & Tea shops

+ Responsible for the business of the store.

+ Responsible for revenue; employee management; customer service; issues related to food hygiene and safety; store operation.

+ Plan weekly work and submit reports to the area supervisor

+ Operate the entire store during the assigned shift. supervision

+ Check and supervise the operation of the store during the assigned shift under the company's standards.

+ Carry out consulting; introduce promotions; order to the

POS machine; collect money from customers and give a change to customers.

+ Ensure revenue in shifts, report revenue

+ Prepare drinks for customers according to the process and recipe.

+ Ensure the hygiene situation of the bar area; the dispensing counter must always be clean, under food hygiene and safety standards.

+ Sell tea/coffee products; clean the store; support customers.

+ Stand on duty in the area for preparing drinks, product area, upstairs area.

+ Tally of goods and products.

Watch over customers' vehicles and assist customers in moving their vehicles.

Deliver goods and products of the store to customers by motorbike within 3km from the store.

4.7.2 The people factor determines service quality.

Frontline service employees are the face of a business, making them the first point of contact for customers and, therefore, critically important Their interactions shape the customer experience, serve as a key differentiator, and drive customer loyalty, giving the organization a lasting competitive advantage Recognizing the significance of the People factor, Phuc Long Coffee & Tea prioritizes training, support, and empowerment for its frontline teams to ensure consistent, high-quality service and strong, long-term customer relationships.

Phuc Long Coffee & Tea shops carefully select employees who possess the most suitable skills, styles, and personalities for each role, ensuring that every position is filled by someone who can excel in customer service, beverage preparation, and store operations This targeted hiring approach helps Phuc Long maintain consistent service quality across locations and build a cohesive, high-performing team.

& Tea are always consistent with the company's core values and culture.

After recruitment, new employees participate in Phuc Long Coffee & Tea system's training programs to build the skills needed to deliver the highest quality service to customers For selected candidates, depending on the vacancy, training occurs within three days before their start date All employees in the Phuc Long Coffee & Tea system are entitled to participate in the company's training courses, ensuring consistent service standards across the brand.

Salary and bonus policies influence employee commitment and retention and shape attitudes toward work, including happiness and dedication Transparent compensation structures help attract and retain talent at Phuc Long Coffee & Tea by tying rewards to performance and business goals This article lists the salary ranges for several positions at Phuc Long Coffee & Tea, providing a clear, SEO-friendly reference for prospective employees and managers planning fair, competitive compensation packages.

+ Store manager: from 8 million to 12 million VND/month (not including allowances, revenue bonus)

+ Shift supervision: from 7 million to 9 million VND/month

+ Cashier: from 6 to 8 million VND/month

+ Bartender: from 6 to 8 million VND/month

+ Service staff (full time): from 4.5 to 5 million VND/month

+ Service staff (part-time): from 17,000 to 21,000 VND/hour.

+ Shipper staff: from 6 to 7 million VND/month

Phuc Long Coffee & Tea offers a competitive compensation package that combines a fixed monthly salary with performance-based bonuses tied to store targets, motivating employees to excel and deliver outstanding customer service Holiday pay includes a substantial increase during Tet holidays, about 3 to 4 times the regular salary, along with a 13th-month salary Long-serving employees also have opportunities for promotion within their department, supporting ongoing career growth at Phuc Long.

+ Create a good working environment for employees, encourage employees to contribute ideas to the business.

+ Phuc Long buys health insurance, social insurance, life insurance for all employees (except part-time employees)

Each store has a manager and a supervisor who takes turns to manage the store, in addition to an area manager Phuc Long Coffee & Tea shops always require employees to:

+ Serve, take care and establish a good relationship with customers.

+ Follow the recipe and maintain product quality.

+ Comply with the company's working regulations.

+ Complete the assigned work well, report honestly.

- Develop relationships within the company and build company culture

Phuc Long Coffee & Tea encourages employees to develop a relationship of solidarity and attachment within the store, with support between departments.

Phuc Long Coffee & Tea embodies a service culture that is enthusiastic, thoughtful, and dedicated, with staff who maintain a professional demeanor and a cheerful, radiant smile as customers enter and place orders The team greets guests with a friendly, welcoming attitude at the counter and remains attentive throughout the visit, ready to respond to requests and answer questions to ensure a smooth beverage experience While the overall experience is positive, some stores report unfriendly or less enthusiastic security guards who do not assist customers with vehicle movement, indicating an area for service improvement across locations.

Evaluation & recommendation

Pricing strategy

+ Pricing strategy in the mid-range segment, suitable for a wide range of audiences, helps Phuc Long maximize the number of customers

+ There are many different prices for a variety of products to help customers have many suitable choices

+ The applied pricing strategy is fully consistent with product quality

+ The mid-range pricing strategy helps Phuc Long quickly position itself in the highly competitive market, while also limiting the penetration of competitors.

+ The prices of food products such as cakes are still relatively high

+ Need to adjust the price of food products, or offer many preferential discounts when buying food products with drinks

Distribution strategy

+ Location of branches is easy to find

Phuc Long’s Kiosk model offers a highly convenient buy-and-take-away experience for customers at Vinmart locations By spreading customers evenly across all Phuc Long Kiosks inside Vinmart stores, this balanced flow reduces queues and shortens order waiting times, enabling faster pickup for busy shoppers.

+ Linking with intermediary apps, convenient for consumers to order when they don't have time to enjoy drinks at Phuc Long Coffee & Tea shops.

+ The number of branches and stores is less than other competitors.

+ Phuc Long does not have a franchise policy.

+ Continue to expand more business models in more provinces.

+ Should have more franchise policy to expand the number of stores nationwide

Promotion strategy

+ Phuc Long's promotions are attractive and have a fairly thick frequency

+ Phuc Long's sales staff work professionally

+ Brand information as well as promotions are updated clearly and quickly on Phuc Long's social networking sites.

+ Phuc Long's PR activities are doing quite well

+ There are many projects on special occasions of the year

+ Phuc Long does not focus on advertising on television, newspapers

+ Less participation in sponsorship of sports and arts events

+ Direct marketing activities such as mail or email marketing, door-to-door marketing, phone sales

+ Phuc Long should advertise in both social networks and media, not just focus on advertising on social networks.

+ Actively participate in sponsoring sports, music, and arts events

+ Phuc Long should strengthen its direct marketing activities

Service processes management

+ The self-service model optimizes the limitations of the traditional service model, the big point is to avoid wasting resources because the old model forced to hire many employees.

Payment is collected immediately after a customer places an order to speed up service and prevent delays between ordering and paying This immediate order-to-payment approach improves overall restaurant efficiency by reducing waiting times for guests and enabling a smoother flow of orders to kitchens and staff It also minimizes staff travel time and eliminates the need for trips to every table just to collect payments, enhancing operational efficiency and guest experience.

Vibrating order cards have been adopted to streamline the service flow and reduce interruptions, so staff no longer need to run from table to table to take orders With these devices, customers can place drinks and food orders as soon as they enter the store, speeding up service and saving time The system also helps staff locate diners seated far from the service counter—upstairs or in hidden corners—ensuring accurate and timely delivery of orders.

+ The preparation time is quite long.

+ When in a crowded situation, it is difficult for staff to control the process of preparing and delivering products to customers There is still confusion and wrong dishes for customers.

+ When the store is crowded, the store's hygiene is not guaranteed because the staff has not been able to clean up after the previous customer left.

+ Should allocate more staff at peak hours to avoid errors affecting the process of using services and products of customers.

To speed up service and boost efficiency at the bar, invest in modern equipment for the preparation process and enhance bartending skills through targeted training courses; by combining upgraded tools with skilled staff, you can minimize preparation time and dramatically reduce customer wait times, ultimately improving bar operations and guest satisfaction.

+ Receive comments and feedback from customers to handle and fix errors that still occur in the process of customers using products and services at Phuc Long Coffee & Tea shops.

People management

+ Attractive salary and bonus policy, specifically the salary for each position at Phuc Long Coffee & Tea are quite good and equal to the general level.

+ Having good benefits policy for employees

+ Dynamic working environment with many career advancement opportunities created fairly for members

+ Thorough recruitment and training policy

+ Creating opportunities for employees to contribute ideas and encourage unity in the working environment

+ The attitude of security guards in some branches is not friendly and not enthusiastic to help customers in moving customers’ vehicles

To curb unfriendly conduct and failure to fulfill duties among security guards, Phuc Long Coffee & Tea should implement a clear sanctions policy, including termination after more than three violations The policy should also establish rewards and punishments for employees who detect misconduct to prevent cover-ups and ensure accountability Additional measures to strengthen security and service quality could include regular performance reviews, an anonymous reporting system, a transparent incident log, anti-collusion safeguards, and targeted training to reinforce professional standards.

Install cameras to check how the security guards work.

Secret customers to check the security guards' attitude and way of serving customers.

Physical Evidence

Ho Chi Minh City's large population of students and working professionals creates a strong demand for focused, high-efficiency spaces, and Phuc Long meets this need with a cool, airy environment that helps people study and work more productively.

+ The shops' design is modern, the open space always creates a comfortable feeling for customers when sitting at the shop.

+ At each table, it is always designed with a power outlet below, convenient for customers when they need to charge laptops, tablets, phones,

+ There are many options of tables and chairs such as single tables for two people, long tables for large groups,…

Many Phuc Long branches are facing seating shortages, with customers arriving only to be turned away because there are no available seats This problem is especially common at smaller outlets and tends to be most acute on weekends.

Besides running out of seats, Phuc Long Coffee & Tea also struggles with its parking lot, where a full lot forces customers to search for alternative parking or pay for a nearby space This inconvenience often drives customers to other cafés and leaves a sense of dissatisfaction with Phuc Long's service experience.

+ If a branch often has a shortage of seats, Phuc Long should consider expanding that branch to meet the needs of customers and increase revenue.

+ Cooperate with other parking lots to keep vehicles for free for customers.

First, the writer gave a brief introduction about the reason for choosing the topic, study objectives.

This article provides an overview of Phuc Long and its subsidiary Phuc Long Coffee & Tea Co., Ltd., defines the study object and objectives, and sets the stage for an effective analysis It presents basic information about the Vietnamese coffee shop chain market to position Phuc Long within the broader competitive landscape, identifying direct and indirect competitors The piece then identifies Phuc Long Coffee & Tea's target customers and analyzes the brand’s service positioning strategy It applies service marketing theory to examine the marketing mix 7Ps—Product, Price, Place, Promotion, People, Process, and Physical evidence—as implemented by Phuc Long Coffee & Tea in recent years, highlighting the advantages and limitations of each element and proposing actionable solutions to strengthen the 7P strategy and support the brand’s future growth.

Lovelock, C., & Wirtz, J (1984) Services Marketing: People, Technology, Strategy

(7 th ed.) Boston, MA: Pearson Education.

Lovelock, C., & Wirtz, J (2008) Essentials of Services Marketing (3rd ed.) Boston, MA: Pearson Education.

Y, T (2017) Phúc Long ngay sau Starbuck Retrieved from: https://thoibaonganhang.vn/phuc-long-ngay-sau-starbucks-64654.html Ân, H (2019) Phúc Long Coffee & Tea và 7 điều về thương hiệu thuần

Việt này Retrieved from: https://list.com.vn/tra-sua-phuc-long.html

(2020) Phúc Long - một thương hiệu thuần Việt Retrieved from: https://edu2review.com/news/kien-thuc/phuc-long-mot-thuong-hieu-thuan-viet-

Về chúng tôi Retrieved from: https://www.phuclong.com.vn/ve-chung-toi

Tuyển dụng Retrieved from: https://www.phuclong.com.vn/tuyen-dung

Khuyến mại Retrieved from: https://www.phuclong.com.vn/khuyen-mai

Tiêu đề	Analysis Of Marketing Strategy 7Ps Of Phuc Long Coffee & Tea Brand
Tác giả	Nguyễn Thị Kiều Diễm, Nguyễn Thị Kiều Diễm, Trương Thị Tố My, Phan Thị Anh Thư, Hoàng Ngọc Hải Yến
Trường học	University of Finance – Marketing
Chuyên ngành	Marketing Management
Thể loại	Graduation project
Năm xuất bản	2021
Thành phố	Ho Chi Minh City

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Số trang	48
Dung lượng	1,19 MB