Thương hiệu trà Cozy ngày nay không còn quá xa lạ với người tiêu dùng Việt Nam. Họ là một doanh nghiệp luôn cố gắng mang đến cho người tiêu dùng những ly trà thơm ngon và an toàn. Ngày nay với tình hình dịch bệnh Covid19 diễn biến vô cùng phức tạp đã phần nào ảnh hưởng đến hành vi của người tiêu dùng trong việc tiêu dùng sản phẩm của mình. Người tiêu dùng ngày nay có xu hướng thích các sản phẩm tự chế biến, phần vì dịch bệnh, phần vì quan tâm đến sức khỏe nhiều hơn. Điều gì sẽ xảy ra nếu người tiêu dùng có thể tự pha cho mình một ly trà sữa tại nhà? Vì vậy, nhóm chúng em quyết định thực hiện đề tài “Lập kế hoạch Marketing cho sản phẩm mới của Cozy – Trà sữa tự pha giai đoạn 12022 – 122022”. Và công việc sẽ được thảo luận với cấu trúc của đề tài gồm 6 phần chính
INTRODUCTION
ECO Products Joint Stock Company, established in 2003, is a leading Vietnamese manufacturer and exporter of new-generation teas The company strategically cultivates tea materials in renowned tea regions across Vietnam, ensuring high-quality raw materials Investing in the most modern technologies, ECO Products has successfully built the Cozy brand, emphasizing innovation and excellence in tea production.
20 years of experience in the tea industry, Cozy has become the leading Vietnamese tea brand in Vietnam
Picture 1.1: Logo of ECO Products Company
Our company is dedicated to continuously innovating and enhancing our tea product lines with attractive, unique, and diverse flavors to meet the evolving tastes of Vietnamese consumers We strive to lead the development of modern consumer trends and styles, ensuring our tea products are clean, environmentally friendly, and healthy, reflecting our commitment to quality and sustainability.
The Cozy Tea brand seamlessly combines Vietnam’s rich tea heritage with modern technology, creating high-quality products that blend traditional and global tea cultures Committed to offering clean, environmentally friendly, and healthy tea options, Cozy Tea aims to make a strong impression both domestically and internationally Their diverse product lines cater to all ages and preferences, whether you prefer traditional or modern tea flavors, ensuring every tea enthusiast’s needs are satisfied.
Cozy Tea and ECO Products aim to become Vietnam's leading tea corporation, promoting Vietnamese tea brands domestically and internationally Their mission is to establish a strong presence in the global market, highlighting the quality and uniqueness of Vietnamese tea during the integration period By expanding beyond Vietnam, they seek to affirm the country's position in the worldwide tea industry and contribute to Vietnam's economic growth.
Cozy, a Vietnamese tea brand with nearly 20 years of experience, is beloved and well-known for its tea bags and instant tea products However, these offerings no longer fully satisfy the evolving preferences of Generation Z consumers Prior to the 2018 pandemic, milk tea was the dominant favorite among young people In response, Cozy introduced home-brewed canned milk tea, aiming to appeal to approximately 60-80% of today’s youth, especially students, by meeting their current beverage demands.
Expanding Cozy's brand awareness among Vietnam's Gen Z is a key strategic focus, positioning it as the go-to tea brand for both students and college students By staying at the forefront of consumer trends, Cozy offers a comprehensive range of traditional and modern tea products that appeal to all ages The brand aims to become Vietnam's number one tea brand and establish a strong presence internationally, gaining recognition in many countries around the world.
In the first year, sales of about 9,088,500 tea boxes earned about 318 billion VND
Marketing costs are about 5% - 10% per year.
SWOT OF COMPANY
• Have a long existence: With nearly 20 years of experience in the tea industry,
Ecological Products Joint Stock Company has developed Cozy becoming the leading tea brand in Vietnam
Our advanced and modern production lines feature imported processing and packaging equipment from top technologies in Italy, Germany, and Japan These state-of-the-art machines establish a leading manufacturing scale in Southeast Asia, ensuring high efficiency and superior product quality.
• Recognized in the international market: Won a gold medal in the “International
Tea Competition” held in Canada Won the award "Typical Brand of Asia - Pacific 2018"
Cozy has established a diverse distribution system, seamlessly reaching nearly every region across the country In addition to its widespread presence, Cozy collaborates with major distributors such as Tiki, Highland Coffee, Lotte, Coopmart, and Central Group Vietnam, ensuring extensive market coverage and brand visibility.
Cozy sources quality ingredients by partnering with farmers in traditional tea regions and closely overseeing every stage from planting to harvesting and preliminary processing Their dedicated approach ensures the use of premium, clean tea ingredients, with thorough guidance provided to farmers to maintain the highest standards of quality.
• Lack of innovation: Although Cozy has the advantage in product quality, they have little improvement, lack of freshness and modernity
• Difficulty in managing distribution channels: The distribution is too wide, making distribution channel management difficult
• Choosing the right audience: The generation that Cozy targets is the Millennial generation (from 25-35), with convenient refreshments and drinks habits
• Green living trend: With the emerging movement in green living, healthy living, consumers are tending to use products from nature
• Going beyond the international market: Having gained international recognition, won many awards in tea competitions, Cozy has succeeded in building a good image with international friends
Vietnamese agricultural products are poised for expansion as the success of Cozy Jasmine Tea in the US market demonstrates the country's potential to confidently penetrate global markets Experts agree that this is the ideal time for Vietnamese agriculture to "take off," emphasizing the importance of strategic and effective steps to achieve international success This milestone not only highlights the quality of Vietnamese products but also signals promising opportunities for future growth in the global agricultural sector.
• The alternative: Cozy brand creates products that are packaged teas, this is a market that can be said to have fierce competition
• Increasing competition: When Vietnamese agricultural products have been recognized, new businesses will appear that can compete directly with Cozy.
CURRENT MILK TEA MARKET SITUATION
2.2.1 Size and growth rate of Vietnam's milk tea market
Milk tea has a long history in Vietnam, but the market truly exploded in 2013 with the emergence of numerous domestic and international brands By 2018, a beverage market study ranked milk tea as the second most popular drink in Vietnam, after ground ice drinks and above coffee, with women (53%) and young people aged 15 to 22 (35%) as the main consumers (Marketing AI, 08/2020) Despite its growth potential, the COVID-19 pandemic beginning in late 2019 significantly impacted the market, causing a slowdown Industry reports indicated that Vietnam’s milk tea market would only grow at a natural rate of 5.7% annually, a sharp decline from the 200% growth rate two years prior, which had marked its peak.
In 2019, leading premium milk tea brands like The Alley, Koi Thé, Gong Cha, and Phuc Long expanded their market presence nationwide However, the COVID-19 pandemic in 2020 forced many of these brands to relocate and surrender their rental premises due to economic challenges Although a new normal has been established, lingering fears of crowded places continue to impact in-store consumption As a result, there is significant growth potential for homemade milk tea products, catering to consumers seeking safe, convenient alternatives.
2.2.2 Trends of milk tea consumption
A recent Nielsen study highlights four emerging consumer behavior patterns shaped by socioeconomic changes post-pandemic These trends indicate that consumers are increasingly prioritizing health products, focusing their spending on essential items, and adopting a home-centered lifestyle Although COVID-19 disrupted traditional habits, it has undeniably ushered in a new era of consumer behavior.
Most consumers are increasingly concerned with immune enhancement, making it a key factor in their purchasing choices In milk tea, black tea is the primary ingredient, followed by green tea, oolong tea, and white tea, each offering unique health benefits Additionally, these teas are rich in vitamins, supporting overall wellness and immune system strength.
E, C, B2, minerals and rich in antioxidants (much higher than green tea and olong tea), black tea helps reduce the risk of cardiovascular disease, reduce cholesterol levels, lose weight, is good for the digestive and immune systems Currently when buying milk tea at chains such as Phuc Long, Tocotoco, toocha, Although there is a discount code, to own a cup of milk tea at home, customers have to spend a fairly high price from 50,000 VND to 90,000 VND In the past people were willing to spend but now they tighten their spending and choose more carefully than they used to buy Therefore, products such as homemade milk tea or homemade milk tea at a cheaper and safer price are gradually becoming a new trend of the milk tea market in the coming time
2.2.3 Competition in the Vietnamese milk tea market
The milk tea market in the country currently features approximately 1,500 shops, with around 100 highly competitive brands dominating the industry This lucrative sector attracts both well-known brands and numerous small, individual stores eager to capitalize on its profitability The market can be effectively segmented into three main groups, reflecting its diverse range of players and offerings.
• First group: Vietnamese brands with franchise policy such as Bobapop, Toco
• The second group: milk tea brands from other countries or the average of about
50 stores nationwide such as DingTea, The Alley, Koi Thé, Gongcha, Phuc Long
• The third group: is a small and medium-sized group, take away
In Hanoi, Ding Tea maintains a dominant presence with over 195 stores nationwide, solidifying its market leadership, followed by popular brands like Tocotoco and Gongcha In Ho Chi Minh City, leading tea and milk tea brands such as The Coffee House, Phuc Long, and Highlands Coffee have expanded their menus to include specialty drinks like golden lotus tea, peach tea, macchiato black tea, and Phuc Long milk tea.
Due to the ongoing epidemic, there has been a surge in demand for packaged and homemade milk tea, with popular brands like NESTEA Milk Tea by Nestlé Group, VTea Thai Milk Tea, and Mr Brown Homemade Milk Tea leading the market Among these, Hillway Homemade Pearl Milk Tea and The Alley Homemade Milk Tea are particularly favored by young consumers for offering restaurant-quality taste at affordable prices, ranging from 10,000 to 20,000 VND per glass This trend highlights the growing popularity of homemade milk tea as a cost-effective and convenient alternative for tea lovers.
The market is highly competitive, with numerous products vying for consumer attention Despite this, some brands remain less prominent due to factors like taste, convenience, and pricing In Vietnam, two rapidly growing beverage brands post-pandemic that directly compete with Cozy are Nestlé and Lipton, along with Dilmah.
The pastry market is highly profitable, attracting many industry leaders such as The Coffee House, Phuc Long, and Ding Tea, all of whom are launching products designed for home use to meet consumer demand Additionally, major corporations like Lipton and Dilmah are entering the segment, showcasing the market's growth potential and widespread appeal.
SWOT OF PRODUCT
Choosing self-brewed milk tea ensures transparency, as the origin and ingredients are clearly printed on the packaging, providing consumers with confidence in their health Unlike many market options where milk tea shops sell products with unknown origins and ingredients, self-brewed options offer safer and more trustworthy choices for health-conscious consumers.
• Environmentally friendly materials: Self brewed Milk Tea box is a very eco- friendly paper box
Providing convenience to customers by offering easy access to milk tea whenever they desire, saving both time and money compared to preparing it at home or ordering from shops.
• Make in the way customers want: Self brewed Milk Tea can satisfy fastidious consumers because they can adjust the sweetness according to their personal preferences
• Milk tea boxes made of paper, when pouring hot water into the cup, it can heat the consumer's hands
• Not diverse in taste because there is only one traditional milk tea flavor
• There are no specific instructions for use, so consumers may not know how to make or make it in the wrong way
• Origin, ingredients are clearly printed: Because of the Covid-19 epidemic, consumers tend to establish a ‘Home Lifestyle’ which means they form the habit of
Consumers increasingly prefer to do everything themselves and seek a personal, at-home brand experience They want products tailored to their lifestyle that allow them to engage actively with the brand Instead of simply purchasing ready-made beverages like milk tea, customers are now eager to try making these drinks themselves, emphasizing a desire for hands-on involvement and customization at home.
The milk tea market holds tremendous potential, as it is a beloved beverage among both young and middle-aged Vietnamese consumers Over time, drinking milk tea has evolved into a cultural phenomenon, offering more than just a refreshing drink—it's now a source of enjoyment that satisfies people's passion for flavorful and high-quality milk tea experiences.
• Consumers now are very concerned about environmental issues: They tend to use products with environmentally friendly packages instead of products packed with plastic
• Consumers are increasingly concerned about their health: They are willing to pay more for a cup of quality milk tea instead of buying one with unknown origin and low quality
• Retailers such as supermarkets, convenience stores, department stores have many strict requirements when importing products for sale
• There is no specific guidance so the customer can do it the wrong way
SO - ST - WO - WT Strategies a) SO Strategies
S1 - O4: Printing clearly and accurately the origin and ingredients of milk tea on the package, committing that the ingredients are not harmful to health, bringing trust to consumers
S2 - O3 focuses on promoting environmental awareness by producing eco-friendly paper milk tea cups This initiative aims to attract environmentally conscious consumers by conveying important messages about sustainability and environmental protection through sustainable packaging solutions.
S3 - O2: Expanding distribution channels so that products can easily reach consumers, serving their needs and preferences for drinking milk tea b) ST Strategies
S4 - T3 focuses on advertising the delightful taste of self-brewed milk tea, emphasizing its customizable sweetness levels to meet individual preferences These ads highlight that our milk tea offers the same authentic flavor as in-store, with the added benefit of personalized adjustments Implementing well-rounded WO strategies, we aim to attract customers by showcasing the product’s quality and flexibility, ultimately enhancing customer satisfaction and loyalty.
Our Self Brewed Milk Tea is packaged in an eco-friendly paper box, emphasizing sustainability and environmental consciousness While consumers may experience slight inconvenience, such as heating their hands when pouring boiling water, the environmentally friendly packaging highlights our commitment to reducing plastic waste and protecting the planet This sustainable approach enhances the product's appeal to eco-conscious customers seeking delicious milk tea with minimal environmental impact.
W3 - O1: Promote communication strategies, propagandize home lifestyle for consumers d) WT Strategies
W2 - T1: Focus on developing and perfecting the quality and taste of milk tea to bring a good impression in the hearts of consumers.
SEGMENTATION
In a diverse market with various customer needs, businesses must understand their target audience to succeed Market research enables companies to segment the market into smaller, manageable groups and identify the most promising segments to target Cozy, for example, divides the market into three main segments, allowing businesses to focus their efforts on specific customer groups and tailor their strategies effectively.
Region: Concentrated in big cities, near schools
Region: Concentrated in big cities, high-rise buildings, concentrated in a large number of offices , apartments,
Region: Concentrated in big cities, high-rise buildings, concentrated in a large number of apartments, parks,
Gender: Male, Female Gender: Male, Female
Occupation: Officers, Workers and Employees
Occupation: Officers, Workers and Employees
Family: Single Family: Newly married or having small children
Family: Stable, raising children.to independence
Income: Have low income ( depend on parents )
Lifestyle: Dynamic, modern, easy to change, grasping fast trends
Lifestyle: Busy, attentive, catching up with trends
Lifestyle: Calm, care about health, catching up with trends slower
Personality: Like to explore and experience new things, like to hang out with friends
Experiencing new things, preferring to spend time alone rather than hanging out with friends
Personality: Quiet, stable, difficult to accept innovation, less like to experience
Motivation: care about taste, product quality and health
Motivation: care about taste, product quality and health
Attractive taste, reasonable price, eye- catching design
Attractive taste, product quality, health benefits , less interested in product design
Attractive flavor, Product quality and health benefits, less interest in product design
Loyalty: Low, easy to change to catch up with new trends
Loyalty level: High, once they put their trust in them, they rarely change
Price sensitive: High Price sensitive: Medium Price sensitive: Low
Friends, influencers like youtuber, idol, KOL, tiktoker, others,…, media
Family, colleagues, friends, social networks
Reference group: Family, friends, colleagues
Table 3.1: Divide Vietnamese market of Cozy
TARGETING
Cozy's primary target market for this new product is Segment 2, consisting of individuals aged 23-30 who live and work in urban areas This demographic is highly compatible with the characteristics of Cozy's Self Brewed Milk Tea, making them a promising market segment Focusing on young professionals in bustling cities allows Cozy to effectively reach consumers seeking convenient, personalized beverage options that match their active lifestyles By targeting this urban, young adult demographic, Cozy positions its product to meet the preferences of trend-conscious consumers who value quality and customization.
• Having a stable source of income, so be able to pay for themselves
• Care about product quality and health issues
• Tends to use products that are readily available and convenient due to the nature of the work.
POSITIONING
Cozy positions itself as "Vietnam's No.1 Tea" and "Proud of Vietnamese Tea," emphasizing its commitment to ecological, clean, and high-quality products that promote health and wellness The brand advocates for rigorous production processes that ensure food safety and hygiene, reaffirming its status as a trusted Vietnamese tea brand with excellent customer service As an innovative pioneer, Cozy continuously introduces new products and creates modern consumption styles that enhance Vietnam’s tea-drinking culture within a dynamic, integrated lifestyle, all while preserving ecological sustainability and consumer health.
With the familiar slogan "From the Tea Garden", Cozy tea brand has positioned its product as a "homemade" product born from the quintessence of the S-shaped strip of land
Cozy's homemade products are crafted with carefully selected ingredients under strict quality control, ensuring they are much safer than industrially produced alternatives By prioritizing safety and quality, Cozy guarantees that their products provide a reliable and secure choice for consumers seeking trustworthy, handcrafted solutions.
Craving milk tea often leads to the desire for a quick and convenient solution, with homemade milk tea offering unmatched ease and accessibility The convenience of preparing a cup of homemade milk tea makes it highly attractive in a rapidly growing market Despite its potential, few FMCG companies have officially entered the milk tea segment, presenting significant opportunities for new entrants When positioning Cozy's milk tea in this market, it will directly compete with established F&B brands that are already targeting convenience-conscious consumers.
Picture 3.1: Positioning Cozy's products with other brands
PRODUCT STRATEGY
Self Brewed Milk Tea is crafted using a woven fabric tea bag filter instead of traditional paper, ensuring safety and quality It includes black tea powder, black sugar topping with standard brown sugar, and black bubble—all made from safe materials to protect consumer health The brewing process utilizes distillation, where boiling water creates steam that infuses the tea, resulting in a tea-flavored liquid that is transparent and water-like This transparent tea extract is then mixed with lactose and fat-free minerals, forming a pure, suitable base for making flavorful milk tea This method guarantees a safe, healthy, and delicious homemade milk tea experience.
Cozy is dedicated to offering self-brewed milk tea products that deliver the same delightful taste as freshly prepared shop-quality milk tea, with adjustable sweetness to suit individual preferences and ensure consumer health safety Prioritizing convenience for busy customers, Cozy strives to provide a quick and easy way to enjoy delicious milk tea, allowing customers to satisfy their cravings while saving time.
Cozy Self Brewed Milk tea box is a very eco-friendly paper box The size is equal to the size
The Cozy Milk Tea brand offers a 700ml milk tea cup, featuring a distinctive packaging design The cup displays the brand logo clearly on the box, ensuring brand visibility It comes with a plastic lid that provides a secure seal, while the dual-segment straw—comprising a shorter, larger segment and a longer, smaller segment—allows for customizable sizing by inserting the smaller tube into the larger one This innovative straw design not only enhances user convenience but also ensures an optimal drinking experience Additionally, the package's design emphasizes ease of storage and pouring, making it a practical choice for both retail and consumer use.
Picture 4.1: Cozy milk tea Packaging
With over 20 years of experience in the tea industry, Cozy has established itself as Vietnam’s leading tea brand The brand’s logo features a modern font complemented by green tones, symbolizing the lush tea fields that supply its fresh ingredients This choice of color reflects the natural origin of Cozy’s products and highlights the brand’s pride in delivering authentic, high-quality Vietnamese tea.
The labels feature dominant green and white colors, creating a fresh and appealing look for consumers A hexagonal label, placed horizontally on the front of the paper cup, displays the brand and product names prominently The back of the cup is equipped with a matching-sized label that provides essential information, including ingredients, expiry date, usage and storage instructions, product capacity, and manufacturer or distributor details such as the street address Additionally, a clear and detailed overview of the product's nutritional value is included to ensure transparency and customer trust.
Cozy has launched an official website to serve as a comprehensive platform for their brand The website features regularly updated product information, allowing customers to stay informed about the latest offerings Visitors can directly communicate with Cozy’s staff to inquire about products and receive personalized assistance before making a purchase This online presence enhances customer convenience and ensures a seamless shopping experience.
In addition, the website and fanpage will provide a toll-free phone number and email for customers to contribute ideas and receive advice before, during and after purchase
For busy customers unable to visit physical stores, online shopping platforms like Shopee, Lazada, and Tiki offer convenient access to Cozy Self Brewed Milk Tea products This seamless online purchasing process ensures that customers can enjoy their favorite milk tea effortlessly from the comfort of their home.
PRICE STRATEGY
Cozy Self Brewed Milk Tea utilizes a Price Skimming Strategy by setting an initial high price of 35,000 VND for a 700ml box to position the product as high-quality and desirable This pricing approach helps establish product quality and competitiveness while targeting quick profits to offset significant investment costs At launch, Cozy's price remains relatively accessible—comparable to enjoying a premium milk tea—yet still higher than many local instant milk tea options in Vietnam Despite its premium pricing, Cozy's product is positioned above other instant milk tea brands in the market, emphasizing its unique value proposition and quality perception.
Birdy instant milk tea 3in1 25.000 VNĐ
The higher price of Cozy self-brewed milk tea reflects the company's commitment to product quality, ensuring it is safe and healthy for customers Elevated input costs, including fresh ingredients and advanced technological processes with multiple complex stages, contribute to the overall product expense.
DISTRIBUTION STRATEGY
Cozy Self Brewed Milk Tea is a popular and frequently consumed product, leading consumers to make quick purchasing decisions without much effort To meet the high demand and ensure widespread availability, Cozy employs an extensive distribution strategy, making its products easily accessible to consumers everywhere This approach helps maximize reach and reinforces Cozy’s position in the market as a trusted and convenient choice for milk tea enthusiasts.
Effective product distribution requires the involvement of various stakeholders, including manufacturers, distribution intermediaries, and consumers Cozy’s distribution channel structure for delivering its milk tea to customers is designed to ensure efficient and broad reach This comprehensive approach facilitates smooth product flow from production to consumption, enhancing customer accessibility and satisfaction.
• Distribution channel length: One level
• Type of intermediaries joining the channel: Retailers
• Distribution channel width: a/ Traditional distribution channel
Vietnamese consumers frequently purchase everyday essentials, prompting Cozy to distribute milk tea flavored water through modern channels like markets and grocery stores for added convenience This streamlined distribution approach allows customers to access the product quickly, saving time and enhancing their shopping experience.
Vietnamese consumers increasingly prefer purchasing consumer goods from modern retail channels such as supermarkets, buffet stores, and online shopping platforms During the Covid-19 pandemic, there has been a notable shift towards e-commerce shopping, highlighting the importance of digital retail channels In response, Cozy will distribute its products through these modern retail channels to meet evolving consumer preferences Specifically, Cozy's Self Brewed Milk Tea will be available at supermarkets, online stores, and other contemporary retail locations to ensure maximum accessibility and convenience.
- 4 retail supermarket chains that are Big C, Co.op mart, Emart and Vinmart
- 5 convenience store chains Circle K, Ministop, Family mart, 7-Eleven, GS25
- 3 major online shopping sites, Lazada, Shopee and Tiki
Distribution through supermarkets, convenience stores, and online shopping platforms ensures products are delivered directly to end consumers, emphasizing quick and convenient access This distribution channel primarily targets individual consumers who purchase in small quantities but do so frequently, meeting their everyday needs efficiently.
Recognizing the vital role of distributors in the market, Cozy is committed to implementing policies that foster strong, long-term partnerships between the company and its end customers To incentivize distributors, Cozy will adopt a tiered discount system that progressively increases based on sales volume, rewarding high-performing partners Additionally, the company may offer higher discounts to distributors who commit to larger sales volumes, prioritize fewer deposits during purchases, or opt for prepayment options for large orders, thereby strengthening collaboration and ensuring sustainable growth.
Cozy prioritizes prompt receipt and processing of customer orders, aiming to fulfill orders quickly and efficiently in terms of quantity, pricing, and service quality The company is committed to delivering goods swiftly to ensure high customer satisfaction and a seamless shopping experience.
Cozy actively encourages channel members to perform at their best by understanding their needs and building close relationships to meet their aspirations effectively Regular assessments of each member's business results at the end of each period ensure accurate evaluations, which can lead to appropriate rewards for outstanding performance Conversely, if members make errors or fail to meet expectations, Cozy identifies the causes and implements solutions such as warnings, additional training, or dismissal to maintain high standards.
Effective distribution is essential for maximizing profits and requires strategic investment, with companies allocating 10-12% of revenue toward distribution efforts Optimizing storage and warehousing infrastructure plays a critical role in reducing distribution costs, thereby enhancing overall efficiency and profitability.
To enhance the brand image of Cozy Self-Brewed Milk Tea, it is essential to utilize eye-catching banners, prominent signs, and attractive product display shelves at retail locations These visual elements help capture consumer attention, generate interest, and establish a strong brand presence Strategically placed promotional materials not only draw customers in but also reinforce the product's appeal, ultimately boosting sales and brand recognition.
MARKETING COMMUNICATION STRATEGY
Cozy is a Vietnamese tea brand that leverages social media and news websites to effectively boost brand awareness and promote new product launches Despite these digital marketing efforts, Cozy's social media advertising has not yet attracted a large consumer base in Vietnam To expand the brand's reach and enhance consumer engagement, Cozy is launching new products to strengthen its presence in the Vietnamese market.
Cozy's new product will focus on target customers with a relatively young age, from
Cozy is targeting the 23 to 30-year-old demographic in Vietnam, focusing on prominent social media platforms such as Facebook, TikTok, and Instagram with tailored advertising strategies to enhance its brand image Previously, Cozy did not prioritize product development for young consumers or leverage social networking sites extensively, making this an ideal opportunity to strengthen its presence both domestically and internationally Additionally, banner advertising on buses has proven effective in attracting attention to new products With the growth of information technology, websites have become a popular platform for advertising, allowing Cozy to utilize small banners online to reach a broader audience.
Table 4.2: Cozy’s social networking channel
Effective communication with consumers is crucial, especially as Cozy prepares to launch a new homemade milk tea that can be enjoyed instantly To reach a young audience, Cozy will leverage popular social networking sites favored by this demographic Based on our research, young consumers frequently visit lifestyle, mental health, self-development, and self-discovery platforms Therefore, we have chosen to focus our promotional efforts on three primary websites: Vietcetera, Spiderum, and Zing, to maximize outreach and ensure our message resonates with our target audience.
We plan to collaborate with Viecetera and Spiderum to produce a podcast or discussion highlighting the health benefits of milk tea Cozy will share insights on tea products and storylines about expanding its global reach Additionally, we propose asking Zing to write an article introducing our new milk tea product, emphasizing its features and offering tips on a lifestyle centered around homemade drinks.
Regarding the PR segment, we will let Cozy do five main activities
Activity 1: Sponsor a contest to share family memories
To strengthen the connection between home-brewed milk tea products and consumers, we propose a social media contest encouraging customers to share heartfelt family memories with Cozy cups of homemade milk tea Participants will post family photos and share meaningful stories—both joyful and sad—using the hashtag #Cozyganketyeuthuong Cozy will select the most touching stories and reward participants with special gifts, fostering a sense of community and emotional bonds around our brand.
Activity 2: Use Influencers and Reviewers
In today's rapidly evolving technological landscape, Influencers and Reviewers play a crucial role in shaping consumer purchasing behavior and driving brand awareness Cozy aims to collaborate with influencers who promote a healthy and eco-friendly lifestyle to authentically evaluate and endorse their new product Additionally, Cozy plans to leverage these partnerships to spread important information while giving back to the community by donating a portion of the product sales to charity and supporting those affected during the epidemic season.
Activity 3: Organize a charity fund to support those facing difficulties during the epidemic season
Cozy’s new product, accompanied by the slogan "Green Journey, Starting to Take Off," symbolizes our commitment to helping disadvantaged children achieve their dreams "Starting to take off" captures our mission to provide Wings of Hope, supporting orphans affected by the COVID-19 pandemic Priced at an average of 35,000 VND, Cozy donates 10% of each sale to aid these children, embodying our dedication to making a positive impact and fostering a brighter future for those in need.
Activity 4: Organize exchanges with universities in Ho Chi Minh City
Up to now, the customers that Cozy is targeting are those in the Millennials (between
Milk tea cups are particularly popular among Generation Z, especially those aged 22 to 30 To capitalize on this trend, Cozy has organized exchange activities with university students, aiming to engage young consumers and expand its potential customer base.
Activity 5: Implement the program "Cozy green genius"
At the end of the year, people's demand for consumer goods is higher, so Cozy launched a small program to stimulate consumers' purchasing behavior
Promotion activities are carried out with the aim of encouraging consumers or distributors to buy more products in order to stimulate demand and bring profits to businesses
Allows consumers to experience the product at display counters in supermarkets or at sales locations That is, for customers to try new products of the company
The purpose of this initiative is to introduce customers to the unique flavors of the Cozy Tea brand, allowing sales assistants to effectively communicate the true value of each product By providing informed recommendations and engaging in meaningful reviews, sales staff can enhance customer experience and foster brand loyalty Sharing honest opinions about Cozy Tea's quality and taste further helps customers discover their new favorite beverage, ensuring a memorable and satisfying tea experience.
• Quantity: Quantity for the program is about 1000 boxes nationwide
Lowering the purchase price for distribution intermediaries encourages increased product orders, boosting sales volume This strategy also enhances product visibility and popularity, making it accessible to a broader customer base Ultimately, reducing wholesale prices drives larger distribution, expands market reach, and increases overall product demand.
• Purpose: Through incentives for distributors to stimulate demand and increase product consumption
Get 1 convenient makeup box when buying 2 Cozy milk tea products
• Purpose: A small gift on women's holiday, thereby creating a stimulus to make customers buy more Cozy milk tea products
Print on the packaging a QR code with a few different wishes on Valentine's Day so customers can scan and receive random emotional wishes on it
• Purpose: Create a surprise when customers receive their own wishes From there, they can share their feelings and thoughts and spread them to those around them
Organize promotional activities for customers on special occasions
ACTION PLAN
Use cozy's facebook page to post articles about new products and profit- extraction activities to set up a fund to sponsor the program "Hành trình xanh, khởi nguồn cất cánh"
Use Instagram ads as Story about a short
Run ads on Tiktok with short clips of new product launches 1/1 – 15/1 30,000,000
Run video ads for new products with the message "Vui khoẻ tại nhà, Tết trọn yêu thương" on Facebook
Hire Influencers to review Cozy's new product and demonstrate its healthy milk tea properties In addition, call on people to donate money to charity
Sunhyun (466,000 followers) Phan Nu Uyen Nhi (423,000 followers)
Vegetarian diet (383,000 followers) Tebefood (474,600 followers)
Promotion Consumers try products at stores Super cool display counters at sales locations 16/1 – 31/1 200 boxes of
Run video ads for new products with the campaign "Hành trình xanh, khởi nguồn cất cánh” on youtube
Post on information sites like , 2022, 2022Vietcetera, Spiderum and Zing 20/2 30,000,000
Promotion Organize QR code scanning activities on valentine's day 1/2 – 15/2 None
Run video ads on youtube for new products with the campaign “Hành trình xanh, khởi nguồn cất cánh”
Give away a convenient cosmetic bag on March 8 when you buy 2 products of
In the first month of the first quarter, a comprehensive marketing campaign was launched to promote a Price Skimming Strategy through simultaneous advertising, public relations, and promotional activities Cozy leveraged its Facebook page to post articles about new products and fundraising initiatives, including the program "Hành trình xanh khởi nguồn cất cánh," aiming to reach 10,000 interactions on this leading social platform The campaign conveyed the message that each Cozy product sold would help alleviate post-pandemic difficulties and foster new beginnings filled with happiness and love, with transparent revenue and fund allocation details announced later Additionally, video ads promoting new products with the message "Vui khoẻ tại nhà, Tết trọn yêu thương" targeted TikTok (5,000 clicks) and Facebook (7,000 clicks), encouraging consumers to enjoy delicious milk tea at home safely during the epidemic while directing traffic to the e-commerce site.
Cozy is actively promoting its new products across major social media platforms, including Facebook, TikTok, and Instagram, using short videos that have garnered approximately 300,000 views on each platform The brand collaborates with five renowned influencers, such as Sunhyun, Phan Nu Uyen Nhi on YouTube, and Tebefood and Vegetarian Kitchen on TikTok, to showcase the convenience of enjoying Cozy's milk tea at home Additionally, these influencers highlight Cozy's charity initiatives supporting communities affected by Covid-19, with each influencer distributing 1,000 discount codes offering a 30% reduction to their followers This comprehensive strategy is expected to reach up to 200,000 consumers and enhance brand visibility and community engagement.
From January 16, 2022, to February 16, 2022, Cozy will launch a trial program at its points of sale, where staff will provide product advice and usage guidance Visitors to the booth will receive a complimentary, beautifully presented cup of milk tea to taste During this period, coinciding with Valentine's Day, Cozy will enhance customer engagement by attaching QR codes to product packaging; scanning these codes with a smartphone will deliver heartfelt Valentine’s wishes to loved ones.
Cozy Milk Tea actively promotes its brand by publishing articles in reputable outlets such as Vietcetera, Spiderum, and Zing, highlighting the health benefits of their ingredients and the detailed process of making their signature drinks In March, the company launched a popular YouTube video ad for their new product as part of the "Hành trình xanh, khởi nguồn cất cánh" campaign, which reached 5 million views Additionally, from February to the end of March, Cozy utilized bus banner advertising to increase visibility To celebrate International Women's Day on March 8, Cozy offered special gifts—buy two homemade milk teas and receive a cute makeup box decorated with stickers—showing their appreciation for customers and promoting brand loyalty.
Public Relation Influencer Have 4000 of sales 30% off code and reach
Scan QR code Reach 20,000 people
Running ads on facebook about organizing a contest Cozy bonding love, 15/4 - 30/4 20,000,000
Hold a press conference to announce revenue and contribution amount and funding
Sponsor a contest to share family memories with Cozy
Run ads on Tiktok with short clips "Hành trình xanh, khởi nguồn cất cánh" 1/5 - 15/5 20,000,000
Public Relation Contest prize announcement 25/05 7,000,000
To banner on websites specializing in health and beverages such as health and life, healthy living 1/6 - 30/6 10,000,000
In the second quarter, Cozy’s new packaged milk tea product gained consumer trust as brand awareness increased From January to March, Cozy supported a charity fund organization, and in April, the company announced the total donations contributed by users Additionally, Cozy shifted its advertising strategy by stopping social media ads and instead investing in bus banner advertising to reach a broader audience.
Following the charity event, Cozy will launch a family-oriented contest inspired by its TVCs "Vui khoẻ tại nhà, Tết trọn yêu thương" and "Hành trình xanh, khởi nguồn cất cánh," highlighting the values of health and family love during the pandemic This contest encourages participants to share happy family memories, fostering community engagement and strengthening Cozy’s connection with its customers By doing so, Cozy aims to enhance its corporate image and differentiate itself in the competitive FMCG market, emphasizing its commitment to health, affection, and community support.
Public Relation Sponsor Reach about 1000 families, about 4000 consumers
Advertising Continue to use banners on buses 1/7 - 30/9 21,000,000
Share stories accumulated from the campaign "Hành trình xanh, khởi nguồn cất cánh"
Promotion Organized an exchange program with 5 universities in Ho Chi Minh City 15/9 – 30/9 50,000,000
In the first half of the year, our focus was on implementing a Skimming pricing strategy and intensively communicating with consumers to maximize awareness of the new Cozy product As we entered the third quarter, market saturation of Cozy's communication tools prompted us to limit their use and maintain a moderate level of promotion to avoid being overlooked in the market Throughout all three months of this period, we recommended simultaneously utilizing advertising, PR, and promotional activities to ensure continued brand visibility.
We will continue to use bus route banners to promote the vibrant message "Hành trình xanh, khởi nguồn cất cánh," reinforcing our commitment to sustainability and eco-friendly transportation To enhance online engagement, Cozy plans to compile and share inspiring stories from their previous contests, expanding the reach of these positive narratives Additionally, our promotion strategy includes supporting Cozy product distribution agents to stimulate demand, encouraging them to import new Cozy products and broaden market presence In September, Cozy will also host discussions with university students at institutions such as University of Finance - Marketing, University of Economics, Open University, and University of Industry, fostering connections with the next generation of consumers and industry professionals.
University of Economics - Law to give gifts and exchange, talk about drinking milk tea properly for good health
KIP Quarter 3 Public Exchange Reach about 3000 students from universities
PR Organized the program "Thần tài xanh
Promotion Buy three cups of Cozy milk tea and get one free 1/10 – 30/10 None
,November Promotion Follow the line of 11/11 sale events 11/11/2022 None
Run ads on youtube about changing Christmas packaging for Cozy milk tea products
At the end of the year, festive seasons create an ideal opportunity to stimulate product demand and boost sales Starting October 1st, the "Thân tài xanh Cozy" promotion offers customers a chance to win discounts by including a special paper under milk tea lids, with about 50 lucky winners receiving a 300,000 VND discount code during a three-week campaign To further increase sales, Cozy is offering a 10% discount to distributors and a buy 3, get 1 free promotion in the fourth quarter Additionally, Cozy plans to participate in nationwide events like the 11/11 shopping festival, leveraging the high consumer demand on this day by applying discount codes across e-commerce platforms In December, Cozy will also run Facebook ads to promote new packaging designs in celebration of the Christmas season, aligning marketing efforts with year-end festive shopping behaviors.
Advertising Youtube Reach 3 million views
Public Sponsoring Reaching about 2000 people
Promotion buy 3 get 1 free 2000 products
Introducing new products on Facebook platform 1/1 - 28/2
Introduce the site on Instagram as a Story 1/1 - 15/1
Run banners on health and beverage websites 1/6 - 30/6
Hold a press conference, announce the amount of the grant 10/4
Sponsor the contest to share memories with family 15/4 - 22/5
Share the stories accumulated from the contest 7/2022 – 9/2022
Organize “Thần tài xanh Cozy” 7/10 - 28/10
Organize QR code scanning activities 1/2 - 15/2
Give away a bag of cosmetics on
FINANCE
• Number of products sold by quarter: 2,272,125 products
• Average revenue per product: 10,500 VND
• Average variable cost per unit: 4,500 (VND)
• Estimated quarterly fixed costs: 45,442,500,000 (VND)
Unit Cost = variable cost + (fixed cost / unit sales)
Markup price = unit cost/ (1 - desired return on sales)
The expected profit forecast after one year is: 95,770,500,000 (VND)
Format Process Quanity Unit Cost
Information Page 3 Post/ Video 30,000,000 Dùng cho Vietcetera,
Banner 2 Picture 52,000,000 Dùng cho trên các xe bus và website
Total fee of Advertising 265,000,000 (VND)
Using 2 influencers on Youtube and 2 influencers on TikTok
Deduct 10% of profits to support charity 3550000 Product 3,727,600,000
Exchange in 5 universities inh HCM city
Total fee of Public Relation 3,817,600,000 (VND)
Discount for distributors 10000 Product 35,000,000 Sales 11/11 3000 Product 31,500,000
Total fee of Promotion 124,500,000 (VND)
Cozy Self Brewed Milk Tea leverages innovative development strategies by analyzing market opportunities in the instant milk tea industry, emphasizing its unique advantages and addressing potential challenges Its eco-friendly paper cups, customizable sweetness levels, and convenience aim to enhance brand perception, positioning Cozy as a health-conscious and personalized beverage choice that appeals to consumers seeking quality and sustainability.
The Board of Directors must oversee the implementation of the new product strategy, continuously adapting it to market needs and growth Monitoring promotional activities closely and training dynamic staff are essential to ensure products are easily accessible to consumers Moving forward, the company should consistently execute diverse action programs to increase product familiarity and strengthen its market presence.
To ensure a new product is effective and accepted by consumers, companies must be agile in identifying and understanding customer needs, while analyzing potential market segments Conducting thorough market research and developing appropriate product strategies are essential for successful product launch and growth By performing these tasks effectively, Cozy can expand its market presence, establish a strong foothold, and become a leading beverage company in the future.
1 EZCOMCLASS (2020) 5 điều nên biết về trà sữa tự pha The Alley
Truy cập ngày 4/12/2021 tại: https://ezcomclass.com/5-dieu-nen-biet-ve- tra-sua-tu-pha-the-alley/
2 Marketing AI (2020) Nghiên cứu thị trường trà sữa Việt Nam: “mỏ vàng” của các doanh nghiệp Truy cập ngày 5/12/2021 tại https://marketingai.vn/nghien-cuu-thi-truong-tra-sua-viet-nam/
3 Toplist (2021) Top 8 trà sữa hòa tan được yêu thích nhất hiện nay Truy cập ngày 4/12/2021 tại: https://toplist.vn/top-list/tra-sua-hoa-tan-duoc- yeu-thich-nhat-hien-nay-43053.htm
NO FULL NAME JOB DESCRIPTION CONTRIBUTION
Cozy’s website
Busy customers seeking convenient shopping options can easily purchase Cozy Self Brewed Milk Tea products online through popular platforms like Shopee, Lazada, and Tiki These e-commerce sites provide a seamless shopping experience, allowing customers to enjoy their favorite milk tea without visiting physical stores Online shopping offers a practical and time-saving solution for those with busy schedules who want quality milk tea products delivered straight to their doorstep.
Cozy Self-Brewed Milk Tea will adopt a Price Skimming Strategy, setting a high initial price of 35,000 VND for a 700ml box to position itself as a high-quality, premium product and attract consumers seeking convenience and health benefits This approach aims to quickly recover substantial investment costs by achieving high profits in a short period, while establishing the product's quality and market presence Although the price is affordable relative to enjoying a premium milk tea experience, it remains higher than most instant milk tea options in the Vietnamese market, positioning Cozy as a more premium choice against competitors Overall, Cozy’s pricing reflects a strategic effort to differentiate its product in the competitive instant milk tea market in Vietnam.
Birdy instant milk tea 3in1 25.000 VNĐ
The higher price of Cozy’s self-brewed milk tea reflects the company's commitment to providing safe and healthy products by prioritizing quality Elevated input costs for fresh ingredients and advanced technological processes with multiple complex stages significantly contribute to the product's overall price.
Cozy Self-Brewed Milk Tea is a popular and frequently consumed product, leading consumers to make quick purchasing decisions without much effort To meet the high demand and ensure product availability, Cozy adopts an extensive distribution strategy, making the beverage easily accessible across multiple channels This approach helps maximize reach and satisfy the needs of loyal customers who regularly enjoy Cozy's milk tea.
Effective distribution of goods requires the involvement of various individuals, including manufacturers, distribution intermediaries, and consumers Cozy's distribution channel for delivering its milk tea products to customers is structured to ensure efficient market reach and customer satisfaction.
• Distribution channel length: One level
• Type of intermediaries joining the channel: Retailers
Cozy’s distribution channel
• Distribution channel width: a/ Traditional distribution channel
Vietnamese consumers have a habit of purchasing everyday goods, which Cozy addresses by distributing milk tea flavored water through convenient channels like markets and grocery stores This modern distribution approach ensures quick and easy access to products, saving consumers time and enhancing their shopping experience.
Vietnamese consumers increasingly prefer purchasing consumer goods through modern retail channels such as supermarkets, buffet stores, and online shopping platforms Amid the Covid-19 pandemic, there has been a significant shift towards e-commerce, with more people shopping online To meet this demand, Cozy will distribute its products across these retail channels Specifically, Cozy Self Brewed Milk Tea will be available in supermarkets, online stores, and other modern retail locations to reach a wider audience.
- 4 retail supermarket chains that are Big C, Co.op mart, Emart and Vinmart
- 5 convenience store chains Circle K, Ministop, Family mart, 7-Eleven, GS25
- 3 major online shopping sites, Lazada, Shopee and Tiki
These supermarkets, convenience stores, and online shopping platforms deliver products directly to end consumers, ensuring quick and reliable service This distribution channel primarily targets individual consumers who purchase in small quantities but do so frequently, emphasizing convenience and accessibility for everyday needs.
Cozy recognizes the vital role of distributors in the market and is committed to fostering long-term relationships between the company and end customers To encourage distributor loyalty and performance, Cozy will implement policies such as gradually increasing discount rates based on sales volume Higher discounts will be offered to distributors who commit to selling larger quantities and prioritize fewer deposits or prepayments for bulk orders, ensuring mutually beneficial cooperation and sustained growth.
Cozy prioritizes prompt receipt and processing of customer orders, aiming to fulfill their needs quickly regarding quantity, price, and service quality Once an order is received, the company ensures swift delivery to enhance customer satisfaction and build trust.
Cozy values supporting its channel members by regularly encouraging and understanding their needs and aspirations to foster close relationships and optimize their performance The company conducts accurate assessments of each member's business results at the end of each period to ensure fair material rewards for excellent work If members underperform or make mistakes, Cozy identifies the underlying issues and implements appropriate corrective measures such as warnings, additional training, or, if necessary, dismissal, to maintain overall operational quality and growth.
Effective distribution is crucial for maximizing profits, requiring strategic investment of 10-12% of revenue Leveraging the full potential of storage and warehousing can significantly reduce distribution costs Allocating appropriate resources to these areas ensures efficient logistics and enhances overall profitability.
Enhance the brand image of Cozy Self-Brewed Milk Tea by utilizing eye-catching banners, signs, and attractive product display shelves at retail locations These visually appealing displays help capture consumer attention, generate interest, and drive sales, effectively positioning Cozy Milk Tea as a prominent and trusted choice in the market.
Cozy is a Vietnamese tea brand that leverages social networking sites and news outlets to effectively boost brand awareness and promote new product launches Despite active advertising efforts, Cozy has yet to attract a large consumer base in Vietnam To expand its market presence, Cozy plans to introduce new products and enhance its digital marketing strategies across social media platforms and news channels.
Cozy's new product will focus on target customers with a relatively young age, from
Currently, in Vietnam, key social media platforms like Facebook, TikTok, and Instagram are vital channels for reaching the 23 to 30-year-old demographic Cozy employs tailored advertising strategies on each platform to effectively promote its brand image Historically, Cozy has had limited focus on product development targeting young people and social media marketing, making this an ideal opportunity for growth in both domestic and international markets Additionally, advertising through bus banners has gained significant attention for new product launches With the rise of digital technology, websites have become increasingly popular, allowing Cozy to effectively utilize online banner ads to expand its reach to a broader audience.
Table 4.2: Cozy’s social networking channel
Effective communication with consumers is essential, and Cozy aims to promote its new homemade milk tea that can be enjoyed immediately To reach a young audience, Cozy will leverage social media platforms, recognizing that today's youth favor lifestyle, mental health, self-development, and self-discovery content Based on our observations, we will focus our marketing efforts on three key websites: Vietcetera, Spiderum, and Zing, which are popular among young people seeking engaging and relatable information.
We plan to collaborate with Viecetera and Spiderum to produce a podcast discussing the health benefits of milk tea, showcasing how it can be enjoyed in a nutritious way Cozy will share insights on premium tea products and storytelling about expanding its global reach Additionally, we propose asking Zing to write an informative article introducing a new milk tea product, highlighting its features and sharing tips on crafting beverages at home, enhancing brand awareness and engaging our target audience.
Regarding the PR segment, we will let Cozy do five main activities
Activity 1: Sponsor a contest to share family memories
To strengthen the connection between our home-brewed milk tea products and consumers, we propose organizing a social media contest encouraging customers to share heartfelt memories with their families Participants will post family photos featuring Cozy cups of homemade milk tea, along with personal stories—both joyful and emotional—using the hashtag #Cozyganketyeuthuong Cozy will select the most touching stories and reward winners with special gifts, fostering a sense of community and emotional engagement around our brand.
Activity 2: Use Influencers and Reviewers
In today's technological era, Influencers and Reviewers play a crucial role in shaping consumer purchasing behavior and enhancing marketing campaigns Cozy seeks out Influencers who promote a green and healthy lifestyle to review and comment on their new products, boosting brand credibility Additionally, Cozy encourages these influencers to share information about the product, fostering brand awareness As part of their social responsibility, Cozy will deduct a small portion of the product price to contribute to charity funds supporting those affected during the epidemic season.
Activity 3: Organize a charity fund to support those facing difficulties during the epidemic season
Cozy's new product is accompanied by the slogan “Green Journey, Starting to Take Off,” emphasizing our commitment to growth and positive change We aim to support children facing difficulties, giving them wings to pursue their dreams and desires Cozy’s homemade milk tea, priced at an average of 35,000 VND, reflects this mission, as 10% of each sale’s profit is donated to aid disadvantaged children, including orphans affected by the COVID-19 pandemic.
Activity 4: Organize exchanges with universities in Ho Chi Minh City
Up to now, the customers that Cozy is targeting are those in the Millennials (between