Kế hoạch Marketing Internet Trung Nguyên Coffee

Xây dựng kế hoạch Marketing Internet cho Trung Nguyên cho kỳ nghỉ lễ cuối năm, lập kế hoạch tiếp thị nội dung trên các nền tảng mạng xã hội. Phân tích môi trường vi mô của Trung Nguyên và cung cấp phân tích SWOT ngắn gọn nhưng toàn diện

VIETNAM NATIONAL UNIVERSITY

FINAL REPORT MARKETING INTERNET

Student Name

Student ID

Course Code

Lecturer

: Nguyễn Diệu Nga : 19071433

: INS3039.02 : Nguyễn Văn Phương

EXECUTIVE SUMMARY

This report meets the requirements of topic INS3039.02 In this mission, I chose Trung Nguyen Legend - a famous Vietnamese coffee brand The report focuses on the marketing plan for the product line "Rich Gift Box" of Trung Nguyên during the year-end holiday To plan the company's marketing activities, the report is divided into three parts The beginning

is an introduction to the brand with basic information such as history, core values, micro-environment, SWOT analysis Next is the year-end holiday marketing plan Goals, segments, messages and digital media mix will be thoroughly analyzed in this section Finally, the content of the plan is built on the Content Marketing Matrix of Smart Insights

TABLE OF CONTENTS

INTRODUCTION 3

PART A COMPANY BACKGROUND 3

1 Mission, vision and core value 3

2 History 3

3 Target Audience 4

4 Micro-environment 4

5 SWOT 5

PART B YEAR-END HOLIDAY MARKETING CAMPAIGN PLANNING 6

1 Goal setting 7

2 Segmentation and targeting 7

3 Offer and message development 8

4 Selecting the digital media mix 8

4.1 Youtube 9

4.2 Facebook 9

4.3 Tiktok 10

4.4 Website 11

PART C CONTENT MARKETING PLANNING 11

CONCLUSION 12

REFERENCE LIST 13

INTRODUCTION

Coffee is currently a valuable business commodity Vietnam's coffee sector is establishing itself more and more in the global coffee market Every year, the coffee business contributes significantly to the country's GDP, provides jobs, and stabilizes the lives of hundreds of thousands of households in hilly areas, particularly the Central Highlands Trung Nguyen coffee is a well-known and trusted brand in the Vietnamese coffee business Trung Nguyen Legend is a business that specializes in coffee production, processing, and trading, as well as franchise, distribution services, modern retail, and tourism This brand can be said to be the pride of our country about a reputable brand in the international arena with a global presence

in over 60 countries

PART A COMPANY BACKGROUND

1 Mission, vision and core value

Mission: Build the unified humanity under the value system of the enlightened lifestyle for

success and true happiness

Vision: The great organization through serving humanity

Core value:

Absolute faith

Serving community

Supported by humanity

Strong eco-finance

2 History

On June 16, 1996, Chairman Dang Le Nguyen Vu established Trung Nguyen in Buon Ma Thuot

On August 20, 1998, Trung Nguyen's first store opened in Ho Chi Minh City

In 2000, Trung Nguyen was present in Hanoi, implementing the franchise model

In 2001, the Franchise Company was successful in Japan, Singapore

On 11/23/2003 Trung Nguyen's G7 instant coffee brand was born

In 2010, Trung Nguyen coffee products are exported to more than 60 countries and territories around the globe,

In 2012, Trung Nguyen became the most favorite coffee brand among Vietnamese consumers

In 2016, Trung Nguyen became the largest coffee shop chain in Southeast Asia.

In 2017, Trung Nguyen Legend officially opened a representative office in Shanghai (China)

In 2021, the 25th Anniversary of the Group's establishment 1996 - 2021 The Coffee City project officially inaugurated the model house and utility areas

3 Target Audience

Trung Nguyen's goal has been to serve customers ranging in age from young to middle-aged This is the age when the need for meetings and group conversations is very high for countless reasons such as group meetings, business discussions with partners

4 Micro-environment

Customers

Trung Nguyen has been grinding coffee on the spot to serve clients since the day he started It not only provides customers with an authentic coffee product experience, but it also encourages them to participate in the creative process with specialists by allowing them to select their favorite beans, have them ground on the spot, and take them home to enjoy or give to friends Customers can purchase hand coffee grinders at Trung Nguyen's high-end chain of restaurants, in addition to roasted nuts, so that they can grind just the proper amount

of beans for one filter and thoroughly enjoy the entire experience like a true barista

Competitors

To thrive in this intensely competitive market, Trung Nguyen Legend must not only understand itself, but also its competitors Trung Nguyen Office's direct competitors in the Vietnamese coffee chain industry include Nescafe, Highland Coffee, Starbucks, and The Coffee House

● Nescafe: With a 70-year history, Nescafe is the world's leading instant coffee brand Most people in Vietnam are familiar with this brand, and it is one of the brands with a large market share in Vietnam Nescafe currently operates an instant coffee facility with a capacity of 1000 tons per year, allowing the company to best satisfy the needs

of consumers

● Highlands Coffee: caters to customers from the middle class, office professionals, and young people Highlands Coffee now operates 336 stores Highland Coffee's revenue reached over VND 2,200 billion in 2019 and nearly VND 2,140 billion in 2020, greatly above and more than doubling competitors' total income

● Starbucks: The Starbucks chain's income in 2019 exceeded VND 780 billion, a rise of more than 32% over the previous year due to the system's rapid expansion This figure places the world's famous coffee chain in the category of highest earning chain

● The Coffee House: After many years of expansion and capital increase, The Coffee House has developed to become Vietnam's second largest coffee chain (after Highlands Coffee) This chain's revenue in 2019 was VND 863 billion, increasing nearly 30% from the previous year The Coffee House, on the other hand, suffered the most loss in the leadership group, with a loss of more than 80 billion dong High selling costs are the primary cause of this chain's loss

Suppliers

Trung Nguyen was established and developed in Buon Ma Thuot, the coffee capital in Vietnam And, in fact, our country's coffee exports rank second only to Brazil's As a result, price pressure from suppliers will be reduced, as will transportation issues Especially for Trung Nguyen Legend, which has constructed the world's largest coffee farm as a tourist attraction, a source of raw materials, and, most significantly, independence from suppliers

As a result, suppliers are a minor component influencing industry rivalry

Media

Trung Nguyen exploits the ability to advertise for free on social networks such as Facebook, Tiktok, popular social networks today This is also a very hard-working brand to invest in advertising TVCs It is especially shown at prime time on national television channels such as VTV1, VTV3 In addition, Trung Nguyen Legend collaborated with Vietnam Airlines to implement Vietnam Coffee Story, which has been premiered on Vietnam Airlines flights since May 2021 Coffee and the cultural heritage, nature and people of Vietnam will be increasingly known, respected and loved by international friends

5 SWOT

1 The home field advantage, taking advantage of the national spirit and cultural factors

2 Tapping into the customer's psychology

"Vietnamese people use Vietnamese goods"

3 Good quality products with distinct taste

4 Good raw materials, modern technology, special extraction know-how

5 Distribution is very strong

Weaknesses – W

1 The franchise system is massive and inconsistent

2 Change the sign system, color, packaging

continuously

3 Change personnel continuously

4 Having many projects and ambitions at the same time

Opportunities – O

1 Has a special taste, cheaper

than other brands Easy to

SO strategies

S1+S2+O1+O2 → Strategies to build a

WO strategies

W1+O2 → Strengthen, tighten management

process, especially for instant

coffee

2 State-backed

3 The world's coffee demand

is constantly increasing,

especially the large markets

of Japan and China

4 Joining WTO helps to enter

foreign markets

foothold and capture the market

S3+S4+O3+O4 → Market expansion strategy

W2+O1→ More effective marketing strategies, helping customers know and choose the right products

Threats – T

1 Inflation increases, money

depreciates, making it

difficult to price products

2 Many competitors

3 Diversified substitute

products

4 Internal conflicts

ST strategies

S1+T1 → Pricing Strategy S2+T2 → Competitive strategy

S3+T3 → Creative marketing strategy, new product development

WT strategies

W3+T2 → Employee meeting and recruitment methods

T4 → Use legal measures to solve the problem

Table 1 SWOT of Trung Nguyen Legend

PART B YEAR-END HOLIDAY MARKETING CAMPAIGN PLANNING

In the Lunar New Year 2023, Trung Nguyen Legend wishes to bring precious moments of tranquility on the occasion of the start of a new year, "Rich Gift Box" was launched as a community gratitude from Trung Nguyen Legend, thereby sending about a different way of celebrating Tet more quiet, slower Rich gift set with a shape inspired by the book -symbolizing the enlightened knowledge of mankind Besides, the image of a watercolor painting imbued with oriental culture will bring lightness, peace but no less elegance and sophistication Inside the Rich gift set is a combination of a box of Creative Roasted Coffee 8 (500g) and an aluminum filter with a bronze drum pattern representing the quintessence of Vietnamese culture, a symbol of tranquility in the soul; to bring the perfect source of energy for Body - Heart - Mind

1 Goal setting

Specific: Introduce, bring product images closer to the market and customers.

Measurable:

● Online market share growth: The website has the highest percentage of visitors in the industry

● Increase brand awareness and understanding by at least 20%

● Increase the number of loyal customers by at least 10%

Attainable: With the current store system and the ability to franchise, Trung Nguyen aims to

expand its product distribution stores to at least 3,000 stores nationwide

Relevant: To help products penetrate the market better.

Timely: From 01/12/2022, goals to be completed by 28/02/2023

2 Segmentation and targeting

Target customer: The target customers of the "Rich Gift Box" product range are people

from 25-60 years old living in urban regions; in two major cities (Ho Chi Minh City and Hanoi), income group A, enjoy business, have many relationships, and like products that demonstrate class as well as solve high-class necessities in life

Segmentation

1 Relationship with

company Prospects who haven’t purchased, loyal customers, lapsedcustomers

2 Demographic ● Gender: Both men and women

● Geographical location: urban areas; in 2 big cities (Ho Chi Minh city and Hanoi)

● Mature-aged (25-35 years old) and Middle-aged (35-50 years old), Elderly-aged (over 50 years old)

● Income: Group A Class income (Over 50m/month)

3 Psychographic or

attitudinal

segmentation

Trung Nguyen's product line is ideal for individuals who seek luxury while still carrying the pride of a Vietnamese brand at a competitive starting price

Customers who have many relationships and need a lot of diplomacy are also suitable for this product line

4 Behaviour Regularly use social media platforms, visit websites and catch

trends quickly

Table 2 Segmentation for campaign

3 Offer and message development

Trung Nguyen Legend is grateful and sends blessings to all customers who have and will use Trung Nguyen's products Customers will receive an 11% discount for each set of products Each customer with $19.27 can send New Year greetings to each loved one with a Trung Nguyen Legend coffee product and a coffee filter product Customers can order through Trung Nguyen's website or can call directly to the store to order

4 Selecting the digital media mix

Creating content on social networks is an extremely prominent trend when implementing a Marketing campaign, which is applied by many marketers The figures showing the hotness

of this trend are:

• There are more than 800 million active Tiktok users worldwide

• More than 500 million Facebook users are watching videos on the platform every day 85%

of videos on Facebook are watched without sound 67% of marketers consider Facebook to

be their most important social media platform

• Youtube reaches more people over the age of 18 during peak hours than any other social network or TV channel

• Half of YouTube subscribers aged 18-34 will skip what they're doing to watch a new video

Therefore, Affiliate Marketing and Paid Advertising will be effective for the campaign by building a multi-channel communication strategy

Zalo 0.5 0 0.5 0.5 0 1 1 0 1 0.5 0.5 0 0.5 0 0.5 0.5 7 Instagram 0.5 0.5 0 0 0.5 1 0 0.5 1 0 0.5 0 0 0.5 0.5 1 6.5

Quality Time Flexibility Coverage Cost

Table 3 Evaluation table of some the digital media by the Coulter and Starkis (2005)

framework

Based on the above evaluation, I decided to choose Youtube, Facebook, Tiktok and Website

as the digital media for this campaign

4.1 Youtube

Youtube is a great platform to deploy 15-30 second commercials for Trung Nguyen's new products with the slogan "Awakening Tet," sending a message about a different way to celebrate Tet - calmer, slower Upload short videos in the Shorts section of Youtube with elegant and luxurious images, stimulating an awake lifestyle with Trung Nguyen coffee that hits in the mind of the customers

4.2 Facebook

With over 160,000 followers as likes, Trung Nguyen Legend Fanpage is a wonderful tool for posting fascinating and appealing articles about new items, promotions, or year-end greetings These posts will be posted and advertisements will run in the golden hours from 18:00 to 22:00 suitable for the office world Articles on Trung Nguyen's New Year gift products will be updated 4-5 times every week We use SEO to produce hashtags that are easily accessible and searchable, such as #trungnguyen #TrungNguyenLegendCafe #gift

#NewYear Can also make mini-games and events

4.3 Tiktok

The Tiktok platform has received a lot of attention and has some clout As a result, we will concentrate on promoting the brand through this channel in order to widely present the service given to the target customer file

● Create short videos of people enjoying Trung Nguyen's filter coffee goods, stimulating their taste buds

● Use SEO to acquire hashtags or to generate trends for more users, such as #trending

#trungnguyenlegend #caphevietnam #tet2023

● Hire a TikTok KOL with a significant following to promote the campaign

4.4 Website

More developments on the company's website Customers will be supplied with a wealth of information on items, prices, and ongoing promotions to assist them grasp and capture information more simply

PART C CONTENT MARKETING PLANNING

To implement the marketing plan, we suggest using the following Content Marketing Mix: