Report progress mkt328mtocotoco thạch hòa

Not only that, but with the habitand priority of customers who are students with not too high income but highfrequency of drinking milk tea, reasonable price, TocoToco Thach Hoa is an ex

REPORT PROGRESS MKT328m

Lecturer: Tran Vi Anh TOCOTOCO THẠCH HÒA

GROUP 2 Team members:

Nguyen Quynh Nga - HS163458 Nguyen Cong Manh - HE 164050 Nguyen Thi Ngoc Anh - HS163480 Nguyen Quang Huy - HS163488

Vu Ngoc Huyen - HS163460

TABLE OF CONTENT

2 Its online presence (website traffic trends, social platforms) 11

3 Its customers (with numbers, segments, demographics, etc.) 17

B Key marketing communication problem(s) to be solved 18

At the same time, sponsoring many events at FPT University Hanoi to have officialbooths and convenient locations to reach students Not only that, but with the habitand priority of customers who are students with not too high income but high

frequency of drinking milk tea, reasonable price, TocoToco Thach Hoa is an

extremely good choice Therefore, we analyzed and collaborated with TocoToco

owner Thach Hoa to deploy many plans and articles on the official fanpage to reachmore people, attract and sell effectively, spread high and achieve expectations, and setKPIs

TocoToco Thach Hoa is a franchised branch store in Hanoi, established on August 28,

2022 The shop has an address at: Lane next to the gas station 39 ( Quynh Le

boarding-house) - Thach Hoa - Thach That - Hanoi

● Mission: At TocoToco, we are committed to bringing our customers the mostdelicious and safe milk tea

● Vision: Bringing in the passion and desire to build a pure Vietnamese milk teabrand with a strong hometown flavor Tocotoco is always dedicated to

exploiting Vietnamese agricultural products to create fresh, safe, and nutritiousdrinks Tocotoco uses ingredients from available sources in Vietnam (such asMoc Chau tea, Nghe An tapioca, and Da Lat mulberry jam), which are bothclean and quality

● Products: Entering the ToCoToCo milk tea chain, you will be overwhelmed bythe super diverse menu, divided into 4 main groups ToCoToCo has a milk teamenu (14 types), a macchiato cream cheese menu (7 types), fruit tea (6 types),and flexible yogurt (3 types) There are also a wide variety of products in

different flavors and colors

b Two sets of self-identities.

● Self-assessment

- Who do you think you are?

Tocotoco Thach Hoa is a milk tea branch of Taco Trading and Service Co., Ltd.,

established on August 28, 2022

With the slogan "Fresh Is Attitude", TocoToco Thach Hoa always wants to bring

customers the best and freshest products and services Therefore, the source of

materials from tea, jellies, and pearls are all homemade by the restaurant from naturalingredients and ensure the health of users

Tocotoco Thach Hoa has an extremely rich menu, from milk tea to fruit tea, black tea,green tea and even mousse with all kinds of toppings at not small prices A full cup ofmilk tea only ranges from 35 - 42k, enough for customers to not need to drink and feelsecure

- Who do you want to be?

Tocotoco aims to be the leading retail brand of milk tea and beverage in Thach Hoaand Thach That TocoToco Thach Hoa will always be one of the addresses chosen byyoung people in Thach Hoa and Thach That areas Priority choice whenever you want

to sip a cup of milk tea, chat with friends, …

- Determine your relative position in a given market

On August 28, 2022, Toco Thach Hoa opened, becoming a new choice for FPT Hanoiuniversity students and FSchool students, for delicious milk tea, reasonable priceand direct competition with Mixue Thach Hoa, Do Do milk tea, Milk tea shops onFU-Hoa Lac, Highlands coffee,

From 11/10/2022 TocoToco Thach Hoa is the silver sponsor for the Marketing contest

of FPT University Hanoi - Biz Case and launched attractive 30% vouchers for

students and brought huge revenue… and got their attention high with creative

content uploads on Facebook

From October 25, 2022, TocoToco Thach Hoa became a diamond sponsor for theHalloween event of FPT University Hanoi with a voucher of 30% and free upsize,instant supply of fresh milk tea at the point of sale and delivery to class for studentsand currently, on October 27, 2022, has increased the total number of orders/day;week,

With the milk tea line that competes directly, Highlands has a store right in the school,but the vouchers often have very little discount compared to its high price, so Toco hasbeen very successful in hitting the mentality of prioritizing cheap but similar quality.equivalents of FPT students and F school students

- How big is the overall market of your products or services?

Nowadays, Milk Tea is one of the most popular drinks among young people with avariety of colors and flavors

ToCoToCo's business form is to develop a franchised milk tea chain Currently, thebrand has built a chain of stores that supply most of the demand for milk tea in many

provinces/cities The ToCoToCo milk tea shop system is spread across the country andeven in Hanoi.

For TocoToco Thach Hoa alone, the market that the store targets is the majority ofstudents, students and young people in the area of Thach Hoa, Thach That - Hoa Lac,Hanoi Like traditional beverage stores, TocoToco Thach Hoa still focuses on directsales, which can be used at the shop and can be purchased in the form of take away Inaddition, the store's revenue accounts for most of its online sales, through social mediaposts, store pages and sales websites

- Who are your competitors?

Currently, the three strongest opponents of Tocotoco Thach Hoa are Mixue

Thach Hoa, Highland FPT and Do Do Thach Hoa Milk Tea

+ MIXUE Thach Hoa is a Taiwanese milk tea brand that has been in operationsince August 2022 In the past 3 months, this brand has penetrated into ThachHoa and created a big fever among students addicted to milk tea in Hoa Lac.Since the beginning of January 2021, milk tea has landed in Hoa Lac more andmore and has caused a fever in the past 3 months There are many milk teabrands in Thach Hoa, but MIXUE still retains its position in the top brandswith a large number of fans

+ Highland coffee FPT University: Highland coffee has long carried the message

"Pride of Vietnam" Highland coffee shop with a prime location is at canteen 1

in FPT University This is a location that attracts a large number of visitorsfrom students and lecturers at FPT University Hanoi

+ Do Do Milk Tea: Do Do Thach Hoa has been in operation since September

2022, although it has only just entered the milk tea world in Thach Hoa, Do Do

is still quite popular with young people because of its relatively low price (onlyfrom 20 to 20 minutes) 25k/1 cup of milk tea) In addition, Do Do is alsofamous recently because on TikTok, Facebook or Instagram, many popularfood bloggers and young people all show great interest in this long-lastingMochi milk tea, strangely delicious, especially delicious It's super cheap andmost people will come back to buy it

- What differentiates your products and brands from those offered by your

competitors?

Tocotoco is proud to be a pure Vietnamese brand with a strong hometown flavor.ToCoToCo store believes that enjoying a cup of milk tea made from Moc Chau tea,pearls from Nghe An tapioca or mulberry jam from Da Lat, With milk, TocoToco doesnot use fresh milk or condensed milk, but milk flour is imported from the world's bigdairy farms such as: Netherlands, New Zealand => Good input materials, so theprice is slightly higher

All input and output materials as well as processing processes must ensure uniformquality and be tested for product quality according to the correct process to produce adelicious cup of milk tea

TocoToco promotes brand development but still ensures food hygiene and safety, thisbusiness pays great attention to self-inspection, and inspectors discover that

establishments and agents do not ensure hygiene and safety food as the case: FeelingTea… so TocoToco Thach Hoa has always asserted its position in its market

● In the eyes of others

- Customer

+ According to customers who have experienced drinks at TocoToco Thach Hoa

in particular and Toco in many places in general, there are posts on reviewforums, on VinID, on Facebook groups about food and drinks, TocoToco ThachHoa is rated as having the best taste Sweet, creative and delicious pearls withstable quality and more affordable price than many milk tea brands on themarket today

+ With strong natural flavor, moderate sweetness, elegant and cool, fruit tea is theperfect choice for hot summer days And especially there are warm milk tealines for the winter that make the girls extremely impressed (Delicious MilkTea Blog - VinID, 2020)

+ Being the first pure Vietnamese milk tea brand in Vietnam with

ingredients directly from tea tops, strawberries, fresh milk, sweet

mango, in specialty areas across the country, it is highly appreciated.That is why Toco Thach Hoa in particular and Toco in general have wonmany prestigious awards, the first choice of students, office workers andstudents in many parts of the country (Foodi.com.vn, 2022)

+ Good prices, and often sales, discounts, gift vouchers for customers orfree upsize have made the rating level of TocoToco Thach Hoa loyalcustomer's satisfaction scale always at 4.56/5 stars (TocoToco BubbleTea, 2021)

- Employees:

+ Carefully selected raw materials, safe machinery and food safety assurance, allprocesses are guaranteed to comply with SOP standards Employees regularlyclean machinery periodically and the production process of raw materials musthave labor protection such as: Gloves, costumes and masks so as not to affectproduct quality The production stages are strictly monitored and checkedregularly The raw materials are carefully selected and then processed by

+ Customers come to the store, staff smile "TocoToco hello" and say goodbye

"TocoToco thank you" when customers leave Uniforms, masks, caps andaprons must all be ready for a standard shift of store employees When mixing,the absolute thing that must not be forgotten is "wash your hands" The

equipment used in the preparation process must also comply with regulations.Towels are sorted by color for each use, rinse the tool with filtered water beforeuse In particular, employees must comply with the time of semi-finished

products (jewelry, pudding ) from 3-4 hours to be destroyed to ensure

freshness In particular, to keep the characteristic flavor of tea, green tea afterbrewing is only used within 3 hours to ensure quality

Especially after the video of 2,3 squids - love Toco very much was posted, TocoTocoThach Hoa also received a lot of very positive comments such as catching trends,music books, cute actors

Attractive package of investment and benefits, thanks to this reputation, you alreadyhave a loyal customer base, and are also guaranteed a stable source of revenue andprofit right from the first days of opening the store The brand also supports

bartending training, menu training, operation skills and is responsible for training stafffor the store The cost of franchising is 0 VND

Thanks to the large demand and consumption, and the wide market, the milk tea

franchise business model at ToCoToCo still brings stable profits to investors

Toco has done this very well, so the number of transfer shops opened in good

geographical locations is quite fast and Toco Thach Hoa is a good example

(TocoToco.com, 2021)

- Suppliers

With the message "Bold taste of nature - Full taste of happiness", ToCoToCo haschosen to "Vietnamese" milk tea ingredients, specifically using the rich source ofagricultural products in the country to create new and unique flavors unique anddelicious Experiencing the journey to find quality Vietnamese agricultural products,ToCoToCo is confident in the quality and taste of each cup of milk tea that the brandbrings to customers

In each drink, ToCoToCo takes advantage of all the essence of nature to bring

delicious taste ToCoToCo's team of experts is always patient and consistent,

diligently searching for raw materials stretching from the tea hills on the Moc Chau

plateau, to the Ninh Binh pineapple farm or to the fruit gardens in all parts of thecountry to Gives the drink a rich, distinctive flavor.

At the same time, ToCoToCo's raw material processing process is also strictly

controlled Clean agricultural products from units with VietGAP standard farmingprocesses and HACCP-certified factories must pass many rounds of rigorous testingaccording to the ISO 22000 standard system before being put into processing

ToCoToCo is also one of the rare brands in the Vietnamese market that supplies

ingredients that meet ISO 22000 standards

2 Its online presence (website traffic trends, social platforms)

● Do you have positive media coverage of your product and company?

Because TocoToco is a big milk tea brand So the posts get a lot of attention Especially articles about promotions and new products.

● What type of content has been posted?

On TocoToco Thach Hoa's official fan page with more than 800 likes, FU Hoa Lac group - is the place to buy and sell food online for Hoa Lac students At the same time, it also aims at the student community of Hanoi National University (VNU - Hoa Lac!).

Most of the content is related to updating voucher offers on special occasions with customers, introducing new drinks on the menu, following youthful trends to attract the attention of GenZ young people, mini-games ( October 20) interesting with attractive gifts.

At the same time, being a sponsor of programs and events at FPT University Hanoi to

compete directly with Highlands FPT Hanoi, which was quite successful with the following high-interactions typical articles:

Introducing menu, new products:

+ Promotional Program:

+ Minigames 10/20:

● Do they respond to consumer/community comments?

TocoToco Thach Hoa is a newly opened store, so not yet highly recognizable Therefore, the restaurant's posts on social networks with the number of interactions and comments are still quite modest But for that reason, the shop can focus on receiving and responding to

individual customer reviews Every comment, review and customer opinion is actively

responded to by TocoToco Thach Hoa, without missing anything In addition, the shop also focuses on seeding articles, increasing the amount of interaction for the page, and

participating in events and programs to increase the restaurant's recognition, help attract customers and get more reviews.

● Digital readiness: assess your capacity and readiness in four crucial areas: budget, human capital, technology, and data.

+ How big is your marketing budget?

In the past 2 weeks, from October 11, 2022, TocoToco Thach Hoa was honored to become a Silver sponsor for the Marketing contest of FPT University Hanoi - "Biz Case" and launched 30% vouchers attractive for students and Hoa Lac students (Budget: 30 million VND)

On October 25, 2022, TocoToco Thach Hoa spent heavily to become a diamond sponsor for the Halloween event of FPT University Hanoi (Budget: 15 million VND)

+ What portion of it are you willing to commit to digital?

At the moment, there are 2 programs that attract a large number of students interested in The interaction on the posts is extremely large => channel visits and followers also increase day by day Depending on the communication program for TocoToco Thach Hoa.

Through TocoToco Thach Hoa also created offline selling points right in the crowded areas of FPT University (Alpha, Beta, Gamma lobby) It also attracted more students to support and increase the reach.

+ What kinds of data do you keep and analyze?

TocoToco Thach Hoa develops a deep understanding of customers based on their habits, interests and preferences for beverages with standard taste, reasonable price, and clear

quality And especially directed to FPT University students in Hanoi, about 86% of total customers ordered products At the same time, through surveys, market analysis, purchasing trends as well as their ability to pay to adjust or launch voucher levels, combine events to bring new experiences to customers Buy at the best price.

At the same time, TocoToco Thach Hoa also builds target customer portraits, predictive models and other specialized techniques such as iPOS.vn tool, to target the right customer Insight, right their psychology (https://ipos.vn/toco-toco/, 2022)

+ Do you use a good CRM system to manage the customer and the sales lead

database?

To bring a comprehensive customer care system to the milk tea shop, TocoToco Thach Hoa used the iPOS CRM system to collect information, care for and receive customer feedback Not only supporting the study of customer behavior, finding insights to come up with