tìm hiểu và phân tích chiến lược kinh doanh của cửa hàng bánh ngọt Tous Les Jours của team MILK TEA đến từ trường Đại học Mở Thành phố Hồ Chí Minh môn Marketing căn bản (Có cả slide và word). Hello, We are students of the Banking and Finance major of the Open University. During this semester, we will be working on a final project with the goal of completing the Marketing course. The main focus in this project was to understand, analyze the marketing program and marketing strategy for that company. How do they create a competitive advantage over other brands and how do they target their customers? This question has been answered after the research of a company of CJ group CJ Foodville.
Executive summary
History of company
Tous les Jours is a Korean chain of pastry shops, a French phrase
Business philosophy
Under CJ's guise, the company plans to use a new name that, according to its general director of communications, will remind customers of the bread capital of France and capture everyone's attention The name first appeared in Korea.
Since 1996, Tous les Jours, one of CJ Foodville's 13 restaurant brands, has grown to nearly 1,500 pastry shops worldwide The brand operates primarily through franchising across Korea, the United States, Indonesia, the Philippines, China, and Vietnam Vietnam marked its entry with a first store at 180 Hai Ba Trung, Da Kao Ward.
1, Ho Chi Minh City in July 2007.
- Product development of healthy brands As ‘Tours les Jours’ claims to advocate naturalism which emphasizes fresh bread, it needs to extend its brand image as ‘healthy’
- Communicating with the consumers Using social media as one of the lifestyles of 20 - 30, Tours les Jours should focus on communication strategies with 20 - 30 years old b Mission:
By harnessing cutting-edge capabilities and technology, we accelerate critical corporate governance processes and drive operational efficiency We optimize human resources and costs to create highly flexible, scalable models that adapt to changing business needs This approach helps clients quickly achieve their economic and social responsibility goals.
Slogan
Tous les Jours, meaning 'every day' in French, reinforces its brand with a memorable slogan that helps customers remember the bakery Beyond the tagline, freshness is the central concept, delivering consistently fresh baked goods for daily indulgence.
Marketing Environment
Micro Marketing Environment
CJ Foodville adopts a servant leadership approach that defines its organizational culture across leaders, from the company head to team leaders In this model, leaders, managers, and supervisors prioritize supporting subordinates to ensure every employee thrives within the company, with staff care viewed as the key to boosting employee morale and enhancing customer satisfaction.
CJ Group's corporate culture emphasizes collaboration and clear, effective communication across branches Wait staff coordinate transparently to fulfill orders, and teams work together to streamline the order fulfillment process This culture of teamwork and communication drives efficiency in business processes, boosts service quality, creates a positive customer experience, and strengthens CJ Group's overall business performance.
Paris Baguette, the brand of Paris Croissant, part of SPC Group, has long been a rival to Tous les Jours in Korea and has recently expanded into Vietnam In the last two years, Paris Baguette has opened about three stores annually in key central districts of Ho Chi Minh City Positioned in the premium price tier, its bakery products are widely considered by customers to be superior to those of Tous les Jours, helping Paris Baguette steadily capture market share from other brands in Vietnam's premium bakery segment.
ABC Bakery: According to Mr Kao Sieu Luc, General Director of ABC, the speed of opening branches of ABC is currently increasing.
Whereas we once opened one store per year, today the race forces us to accelerate and aim for three or four openings to stay competitive ABC stores are gradually evolving in both appearance and business model to reflect the latest retail trends While they may not be the first movers, these changes help ABC close the gap with rivals and strengthen its market position.
Macro Marketing Environment
The political-legal environment comprises political institutions, government stability, and the framework of laws, codes, regulations, and implementation guidelines that shape business operations in a given country As firms enter new markets, they closely study the host country’s legal system and policy landscape to craft a viable business plan Sensitive political issues, particularly those affecting communities, demand careful attention, because foreign investors are often accused of extracting a nation’s wealth for personal gain, which can heighten political risk Community-related political risks—such as nationalism, democratic rights, and consumer protection—can influence market conditions, making political risk forecasting an essential activity for companies Political risk assessment helps managers identify risks and make timely decisions.
Several Tous les Jours branches have opened in Ho Chi Minh City, signaling the brand’s successful absorption of the Vietnamese market’s challenges—traditional culture, language barriers, and a deep understanding of local consumer behavior and habits They have localized their offerings to Vietnamese tastes, producing products such as moon cakes that resonate with local consumers.
This is the biggest minus point of Tous les Jours in terms of technology Currently, Tous les Jours has no official website and orders in Vietnam In the current context, we have to limit going out and only order online because of the corona virus, Tous les Jours doesn't have an ordering software on the website or even a delivery service, so it loses in terms of this for other bakeries.
The current population of Vietnam is 98,222,703 people as of July 26,
2021 according to the latest figures from the United Nations Vietnam's population currently accounts for 1.25% of the world's population. Vietnam ranks 15th in the world in the ranking of the population of countries and territories The population density of Vietnam is 317 people/km2 With a total land area of 310,060 square kilometers 37.34% of the population lives in suburban areas (36.346,227 people in 2019).The average age in Vietnam is 32.9 years old.
F&B research industry
What is F&B?
Food and Beverage Service (F&B) is the area of hospitality that delivers cuisine to diners and is an indispensable part of hotels, restaurants, and fast-food outlets F&B encompasses all dining services, from daily table service to organizing banquets and buffets, and it is responsible for meeting guests’ dining needs according to their preferences In the hotel industry, F&B teams coordinate meals and events, tailor service to guest requirements, and ensure seamless dining experiences that contribute to guest satisfaction and overall service quality.
- F&B Services can be of the following two types :
On-premise dining refers to food that is prepared and served at the place where it is made, with customers visiting the venue to avail the food service The premises are kept well-equipped and well-finished to attract customers and enhance the dine-in F&B experience, as seen in establishments like restaurants and pubs.
Off-premise (or outdoor) catering is a service where partial cooking, on-site food preparation, and event service occur at the client’s location It is performed away from the catering provider’s base to accommodate major events that require serving a large number of guests.
- There are two broad types of F&B Services operations:
Commercial − In this case, F&B Services is the primary business.
The most known commercial catering establishments are — hotels, all kinds of restaurants, lounges, cafeterias, pubs, clubs, and bars.
Non-commercial operations are secondary businesses allied with the main business, primarily delivering limited-menu food and beverage (F&B) services These operations typically run under contractual arrangements and are designed to serve specific environments, such as hospitals, hostels, and prisons, where consumer choice is limited and the service is aligned with institutional needs rather than pursuing standalone commercial profit.
The F&B department purchasing department is responsible for the purchasing, storing and supplying raw food products, canned / bottled beverages and equipment Here's a typical product purchase cycle:
The purchaser is responsible for sourcing and purchasing products They study the market, analyze options, and select suppliers and wholesalers based on current market prices They contact suppliers to obtain the right materials at competitive prices and purchase the required products following established purchasing procedures.
The recipient accepts supplier deliveries, conducts quality and quantity checks on each shipment, coordinates with the supplier's delivery staff, and signs the corresponding receipts to document acceptance.
Storage and issue of the product
Traders handle the storage and distribution of received supplies to the appropriate departments as part of effective inventory management, keeping the inventory database up to date They oversee both old and new materials, ensuring proper stock organization and lifecycle control, and maintain a date-stamped inventory log to record the most recent stock status.
Preparation and presentation of an F&B product
Food and Beverage Service Objectives
The food and beverage service is looked as a means of achieving satisfaction and making yourself feel comfortable in today’s world The main objectives of this service are :
- To satisfy the following needs:
Physiological − The need to taste different varieties of food.
Economical − The need to get F&B Services at the invested cost.
Social − The need to find friendly atmosphere.
Psychological − The need to elevate self-esteem.
- To provide high quality food and beverages.
- To provide friendly and welcoming atmosphere.
- To provide professional, hygienic, and attentive service.
- To impart value for money.
- To retain the existing customers and to bring in new ones.
Why did we choose F&B Service?
The F&B industry is a dynamic field with a wide range of roles—from bartenders to waitstaff and beyond—offering ample opportunities for career growth It provides the chance to meet and connect with people from different countries, turning every shift into a networking opportunity Working across various F&B disciplines also builds a broad knowledge base, while students and professionals in marketing, finance, or business administration can gain more specialized skills and hands-on experience.
Tous les Jours Marketing
Brand Equity
Tous les Jours has an image image to be strong It is famous worldwide as an ethical and responsible premium bakery brand.
When Tous les Jours entered the Vietnamese bread market in 2006, they
Ho Chi Minh City’s bakery market used to be dominated by giants like Kinh Do, ABC, and Duc Phat, who were forced to concede ground to the “Fresh Bakery, Fresh Everyday” concept Today, many stores have embraced the “Fresh Everyday” motto effectively, reshaping consumer expectations across the city This shift also highlights a brand-messaging gap for Tous les Jours, whose positioning hasn’t resonated as strongly with customers as its rivals.
Bakery & Cafe models have long been part of Ho Chi Minh City's food scene Before 1975, Givral and Brodard laid the groundwork, and the Tous les Jours wave further popularized the concept citywide Global players such as Paris Baguette (Korea), BreadTalk (Singapore), and Le Tokyo Baum (Japan) have driven a significant Bakery & Cafe trend These chains typically operate large open spaces (100–300 m²) with stylish, luxurious interiors that can make customers hesitate to return once they step inside, so longer visits can boost revenue Yet many brands emphasize product attributes—freshness, taste, quality, nutrition, affordability—while overlooking the emotional experience That gap presents an opportunity for Tous les Jours to pioneer a new, emotion-driven dimension in the Bakery & Cafe format.
Marketing Segmentation
Tous les Jours targets middle-class customers who want to enjoy cakes and drinks with complimentary Wi‑Fi in a spacious, relaxing space for friends and family, and the brand segments its customer base into three groups to tailor its offerings and experiences.
- Teenagers (16-24 years old) living in rich families
- Adults (25 - 50 years old) who are working, are smart customers (smart consumers) , earning high income or having right expertise
- Tourists (foreigners coming to Vietnam) also become the target customers of Tous les Jours in Vietnam.
Additionally, the expansion targets adults aged 19 and older with stable incomes who live in urban areas or major Vietnamese cities Key markets include Ho Chi Minh City, Hanoi, and other metropolitan locations nationwide.
The expansion of the target customer segment is reflected in the move to expand the coverage area from the inner districts of Ho Chi Minh City to neighboring areas and neighboring provinces Tous les Jours still has a dream to dominate the fresh bread market in Vietnam and has accelerated when opening 10 franchise stores continuously within 6 months while before it took 6 years to reach 19 stores And the audience they target are the three groups introduced in the marketing segmentation
4 Characteristic of the target market:
Teenagers aged 16–24, many of whom are students with disposable income, tend to choose Tous les Jours as a place to gather and enjoy cakes, along with a broad menu of drinks that makes it convenient to eat and drink The brand’s cool, fashionable image resonates with this demographic, who are highly attentive to new product launches advertised on social media Therefore, targeting this age group should be pursued as a long-term strategy rather than a short-term tactic.
Adults aged 25–50 form a key urban, high‑income, and savvy consumer segment who value premium service and high‑quality products They seek a modern, successful lifestyle and are motivated by quality, convenience, and a superior customer experience In Tous Les Jours' customer mix, this group ranks as the second-largest segment after teenagers.
Tous les Jours in Vietnam serves a small but diverse tourist segment, drawing visitors from around the world Tourists frequently choose the brand as a safe, organic bakery option while traveling, seeking quality and reliability Notably, most of Tous les Jours' tourist customers are from Korea, highlighting strong Korean interest in its bakery offerings abroad.
Positioning map concerning the price and the quality of Tous lesJours and competitors.
From the image, it’s clear where Tous les Jours is located, with Paris Baguette serving as its main rival In terms of product value, Tous les Jours offers slightly better price and quality than many other brands and remains only slightly behind Paris Baguette To date, Tous les Jours has opened the most branches in Vietnam, increasing brand visibility and making it convenient for customers across different parts of the city.
- Tous les Jours value with their cake, their coffee, and their customer at their core, they live these values:
Creating a culture of warmth and belonging, where everyone is welcome.
Delivering their very best in all they do, holding themselves accountable for results.
- Innovation: We have to understand that not about technological innovation but about giving consumers valuable and rewarding experiences.
- Extensive market position: Tous les Jours has over 1,800 stores in Southeast Asia and the United States and they have more than 60 retail chains nationwide in Vietnam.
Tous les Jours prioritizes high-quality products and places the quality of every item they provide to customers at the top of their priorities To meet this standard, they carefully select and strictly inspect all raw materials, ensuring consistency, safety, and excellence in every product they offer.
- The initial cost of setting up a store is quite large.
- Taking a long time in process includes: setting up whole store and training staff.
- The prices of TLJ products are medium to high because of the production process, quality ingredients and eye-catching packaging. c) Opportunities:
- The bakery market in Vietnam is growing strongly, so Tous les Jours can increase revenue through the expansion of more stores in
- Tous les Jours produces more different types of cakes and drinks, increases products with high nutritional quality to serve customers' needs.
- Targeting potential customers such as children and adult.
Characteristic of the target market
Among teenagers and young adults aged 16–24, many are students with money to spend, making Tous les Jours a popular gathering spot where they can enjoy cakes and a wide range of drinks The brand is positioned as cool and fancy, appealing to this demographic's desire for stylish, social experiences This segment is highly responsive to new product launches advertised on social media, so active engagement on platforms like Instagram and TikTok is essential Consequently, targeting the 16–24 group should be pursued as a long-term strategy rather than a short-term push, leveraging ongoing product drops and social campaigns to build lasting brand loyalty.
Adults aged 25–50 represent a key customer segment: they typically live in urban areas and boast solid to high incomes, making them savvy consumers who value quality service and premium products This group pursues modern, successful lifestyles and seeks brands that reflect their aspirations In terms of brand affinity, they rank second only to Tous Les Jours’ teenage customers, underscoring their importance for targeted marketing and strategic product positioning.
Tous les Jours in Vietnam attracts a small but international tourist segment, drawing visitors from around the world Tourists often choose this bakery as a safe, organic option during their travels While it serves a global crowd, the majority of its tourist customers come from Korea.
Positioning
Positioning map concerning the price and the quality of Tous lesJours and competitors.
Looking at the picture above, we can see where Tous les Jours is, the rival of tous les jours is paris baguette In terms of products, the price and quality of Tous les Jours is slightly better than other brands and only slightly behind Paris Baguette Up to now, Tous les Jours has opened the most branches in Vietnam, which helps the brand to be known by many people and convenient for people in different areas of the city.
SWOT Analysis
- Tous les Jours value with their cake, their coffee, and their customer at their core, they live these values:
Creating a culture of warmth and belonging, where everyone is welcome.
Delivering their very best in all they do, holding themselves accountable for results.
- Innovation: We have to understand that not about technological innovation but about giving consumers valuable and rewarding experiences.
- Extensive market position: Tous les Jours has over 1,800 stores in Southeast Asia and the United States and they have more than 60 retail chains nationwide in Vietnam.
- High quality products - one of the things Tous les Jours cares about most is the quality of the products they provide to their customers Therefore, they carefully select and strictly check the raw materials. b) Weakness:
- The initial cost of setting up a store is quite large.
- Taking a long time in process includes: setting up whole store and training staff.
- The prices of TLJ products are medium to high because of the production process, quality ingredients and eye-catching packaging. c) Opportunities:
- The bakery market in Vietnam is growing strongly, so Tous les Jours can increase revenue through the expansion of more stores in
- Tous les Jours produces more different types of cakes and drinks, increases products with high nutritional quality to serve customers' needs.
- Targeting potential customers such as children and adult. d) Threats:
- Covid epidemic is a tough challenge for everyone, and even harder in import and export market.
- More and more competitors appear in the market.
Marketing mix
Marketing mix-4Ps
Tous Les Jours owns 5 line cakes.
- Regular: some of typical cakes that product with main ingredients is bread and combinewith other flavor like cream, butter, sausage… with these products can use for breakfast orsnacks
Milky bread: taste deep milk favor with soft texture bread
The Milk bread: cream filled Korea milk bread with edible Vania bean morsels
Choco chip muffin: freshly baked muffins with chocolate morsels.
Magic mocha cream bread: freshly baked bread filled with creamy mocha
Honey toast bread: lightly toasted bread in butter and honey
Sausage foliage bread: sweet leaf shape brad toasted over savory sausages.
Pastry and pie crust are made by encasing a chunk of butter in dough and then repeatedly rolling and folding the dough to create extremely thin layers of butter alternating with extremely thin layers of dough—a lamination technique that yields a flaky, airy texture ideal for pies, pastries, and other baked goods.
Chocolate croissant: a flaky buttery croissant has infused chocolate fillings inside
Fruit pastry: square pastry with bountiful mini fruits on top
Almond croissant: a sweet dessert croissant topped with toasted slice of almond andpowdered sugar
Chestnut pan bread: a sweet and fluffy non-sliced bread made with roasted chestnuts.
- Donuts: are deep fried from flour dough, combine with various toppings and flavorings such as: sugar, chocolate, or maple.
Croquette donut: croquette donut fried with savory pork and assorted vegetables.
Premium red bean donut: a donut made filled with a traditional Korea red bean dessert.
Sweet rice donut: a rice-based donut filled with a traditional Korea red bean dessert past.
Tous Les Jours also serve the customers a lot of drinks:
- Coffee: cappuccino: iced-caramel macchiato; americano; ice-vanilla latte; iced-cafe mocha,
- Smoothies and Bubble: ice-bubble milk tea; ice-green milk tea; blueberry smothie; green
- Tea and Fruits: strawberry ade; stawberry cappuccino; lemon ade; lime mojito, …
- Seasonal: TLJ mango shaved-ice; blueberry shaved-ice; rice cake shaved-ice. b) Products value:
Tous Les Jours maintains an ongoing product innovation program to attract and retain customers by introducing new flavors and updating traditional recipes They continually create new pastries and desserts to satisfy customers, offering a wide selection of cakes—featuring cream, sausage, milk, and other ingredients—along with snacks that can be enjoyed in-store Customers can dine in a fresh-air environment at Tous Les Jours stores, and the brand releases unique products for special events each year to serve customers Additionally, they adjust flavors and use seasonal fruits to reflect the weather, delivering a memorable and satisfying product experience.
Tous Les Jours entered the market with a price point higher than many competitors, signaling a pricing strategy that could limit revenue and restrict its reach to price-sensitive consumers This higher penetration price is viewed as a weakness that hampers Tous Les Jours’ ability to attract shoppers in a competitive market Nevertheless, the premium price supports high-quality ingredients and rigorous quality-control processes, helping to sustain product excellence and reinforce brand positioning.
- Regular cake: price from VND 30,000- VND 45,000
- Pastry and Pie: price from VND 40,000-VND 50,000 (depend on flavor: cream; chocolate, )
- Pan bread: price from VND 50,000-VND 65,000 (depend on size of bread and flavor)
- European bread: from VND 20,000-VND 45,000
- And the pricing of beverages from VND 45,000-VND 65,000.
- Tous Les Jours also receive an order cakes for birthday, wedding base on requirement of thecustomer about size, flavor, shape, …
District 1 and District 3 are defaulted to the high-end fresh cake segment with two-way routes such as Cao Thang, Cach Mang Thang Tam, Tran Hung Dao, Hai Ba Trung dense with cake brands Because these two districts have many foreign tourists coming to stay and are the two central districts of Saigon, Tous les Jours has opened 10 branches in District 1, 2 branches in District 3 You can see the number of cakes sold for Saigon people living in these two districts occupy a very high position, so they focused on these two districts to promote the brand.
Authentic Bakery by Tous Les Jours offers high-quality products, meticulously managing every stage—from ingredient selection to the finished cake—to ensure the best possible taste and earn customers’ trust when choosing our brand Each ingredient is treated with care in the hope of creating delicate, premium cakes.
Tous Les Jours' advertising is the most notable aspect of its promotion tactics, utilizing a multi-channel strategy that spans broadcast TV and television commercials, elevator TVCs in buildings, and in-store and supermarket placements, along with print campaigns in outlets such as Heritage and The Guide The brand also leverages internet marketing and e-marketing to reach digital audiences, creating a cohesive mix of traditional and online promotion This integrated approach maximizes visibility, strengthens brand recognition, and drives consumer engagement across both physical locations and online channels.
More than 90% of consumers trust recommendations from friends and family more than any other form of marketing, a phenomenon known as word-of-mouth marketing Tous Les Jours taps into this by continuously updating its packaging, ingredients, and flavors to meet customer expectations and keep them engaged The goal is to turn customers into fans of Tous Les Jours’ cakes, creating authentic brand advocates and making word-of-mouth the most effective form of promotion for their products.
- There are also many promotions to attract customers and saves more.
2 Product Life - Cycle Strategies of Tous les Jours:
6.1 Stage 1: When Tous les Jours entered the Vietnamese market with its first branch opened in 2007, the revenue was zero, but they launched many products with high prices This is also their strategy when offering such a high price because when entering the market with a high price to attract attention and position their brand In the first time, it took a lot of raw materials and pushed up the cost of products with the criterion "quality goes with price" to produce a lot of very good quality bakery products, ensuring the health of customers, but at not focused on decoration
6.2 Stage 2: When successfully entering the Vietnamese market, customers come to buy more and are more known, TlJ's sales at different times of the day increase greatly and have launched more product lines , improve the form to make it more eye-catching but still maintain the quality of the product Also, launch products with new content to attract customers For example, in the past, we only knew bread was made from eggs, milk and flour, but to reach customers powerfully, they processed other things to come up with products like “Ham” baked eggs to toast” for people who like “ham” and eggs, “spicy grilled chicken toast” for people who like to eat
“spicy chicken”, etc Also, Use online channels for direct marketing strong line and better customer care Expand distribution channels: build more branches, distribute more products in the market.
6.3 Stage 3: When having a strong foothold in the Vietnamese market and opening more branches, being remembered and loved by everyone, at this time, sales and profits reached the maximum level and began to decrease after that because there were many Cake brand launched in Vietnam This is a difficult period for TLJ when there are many competitors entering the Vietnamese market such as Paris Baguette and ABC, making Tous les Jours even more worried about its customers and products Because the presence of TOUS les
JOURS sparked a bakery and cafe trend that swept across the city, inspiring a wave of new storefronts and concepts Paris Baguette and ABC quickly followed, entering the Vietnamese market with high-end bakery products to compete in this growing segment As these brands elevate premium baked goods, they intensify competition and reshape consumer expectations for bakery and cafe experiences in Vietnam.
6.4 Stage 4: When the covid epidemic started raging, product consumption and sales decreased quite a lot In the past, they were always busy and did not have free time to make cakes, so they could only go to the shops to buy ready-made cakes But since the epidemic got worse, they couldn't go out and started to have homemade cake recipes online so they could buy the ingredients to make their own cakes At this time, the products sold at the stores began to not be consumed, leading to inventory and a lot of waste, and at the same time, sales decreased and profits also plummeted à Leads to a temporary recession.
How do you know about TLJ?
Which group of age do you belong?
Have you ever been to Tous les Jours?
What cake do you want to eat in TLJ?
Regular bread Pastry and Pie Pan bread
How often do you come to TLJ? once or twice a week Everyday
Only free time/Not often
Very good Good Normal Not too bad Bad
Quality of drinks and cakes
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Tous les Jours is loved for its ability to capture information and truly understand its customers, a feat it achieves by making customer reviews a core source of insight and using them to craft customer-focused content for its products and services that resonates with shoppers and enhances engagement.
TLJ captures the Voice of the Customer by scanning QR codes to listen to shopper feedback and translate it into product ideas and promotions By analyzing these insights, TLJ often finds that customers who buy a cake also purchase another drink, creating a natural cross-sell opportunity In response, TLJ designs targeted promotions, such as buy 2 croffles and get 1 free coffee, to boost basket size and reinforce the cake-and-coffee pairing.
Additionally, they offer a membership card registration with a points system that rewards customers for every purchase, helping them accumulate points The data collected through this membership program is essential for TLJ to profile customer demographics, determining which age groups and genders are most likely to buy specific products.
Very good Good Normal Not too bad Bad
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Prices of drinks and cakes
Customer behaviour
How do you know about TLJ?
Which group of age do you belong?
Have you ever been to Tous les Jours?
What cake do you want to eat in TLJ?
Regular bread Pastry and Pie Pan bread
How often do you come to TLJ? once or twice a week Everyday
Only free time/Not often
Very good Good Normal Not too bad Bad
Quality of drinks and cakes
Very good Good Normal Not too bad Bad
Targets customer’s insight
Tous les Jours stands out by collecting and interpreting customer data to understand what shoppers truly want This insight comes primarily from customer reviews, which TLJ uses as a cornerstone of its strategy to learn about its audience By turning feedback into customer-focused content for its products and services, Tous les Jours creates messaging that resonates with buyers, supports informed decisions, and drives engagement and conversions.
Voice of the Customer is captured through QR code scanning, turning real-time feedback into product ideas and promotional strategies By listening to customer insights, TLJ often discovers patterns—such as cake buyers who also purchase a drink—enabling targeted promotions like “buy 2 croffles and get 1 free coffee.” This QR-driven, insight-led approach aligns offerings with customer demand, boosts engagement, and drives sales by converting feedback into actionable promotions.
Additionally, the loyalty program includes a membership card registration that lets customers earn points with every purchase, turning each transaction into valuable data This data is essential for TLJ to analyze customer demographics—such as age and gender—and to identify which products are most popular among different groups, enabling more targeted marketing, personalized recommendations, and better inventory decisions.
Very good Good Normal Not too bad Bad
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Prices of drinks and cakes
Execution plan & Budget
Execution plan
- Pre-distribute the program “Món ngon mỗi ngày”
In January, 15,000,000 VND over 30'' spot Total cost per month is 465,000,000 VND
From February to June, we reduce the duration to 15” / spot is 9,000,000 VND, total cost is 1,350,000,000 VND.
- Broadcast after the program "Ngẫu hứng cùng sao" in February and March with a duration of 15 "/spot price of 10,000,000 vnd, Total cost is 590,000,000 VND.
- Invite KOL (Singer: Min) + the cost for commercial film is
- Facebook Ads: Running ads on facebook 10,000,000 VND/month, 12 months is 120,000,000 VND.
- Instagram Ads: Running ads on instagram 12 months is 120,000,000
- Magazine “Tiếp thị và gia đình”: Issue of newspapers in 3 months (4,
- Website maintenance price: 2,415,000 VND /year
Evaluation
Tous les Jours is taking the right steps and has the necessary support on the path to mastering the fresh bread market in Vietnam However, the road is not easy, as it faces competition from foreign enterprises such as Brodard, Givraly, and Breadtalk, as well as domestic enterprises with strong capital such as Kinh Do and even capital contributions from foreign enterprises.
“Món ngon mỗi ngày” prgram
- In January, Total cost per month is
- From February to June, total cost is
"Ngẫu hứng cùng sao" program
2 months (February and March) 590,000,000 VND
Magazine “Tiếp thị và gia đình”
Website maintenance price 12 months 2,415,000 VND