Báo cáo cuối kỳ môn Quản trị sản phẩm The Coffee House

Báo cáo cuối kỳ môn Quản trị sản phẩm The Coffee House. 1. Opportunity Staement Plan 2. Product Positionting template 3. Market Analysis 4. Product description 5. Base Case Financial 6. Marketing Plan

NGUYỄN THÙY DUYÊN

HOLIDAY FOR EVERYONE

1 Opportunity Staement Plan

2 Product Positionting template

3 Market Analysis

4 Product description

5 Base Case Financial

6 Marketing Plan

NGUYỄN THÙY DUYÊN

NGUYẾN THÙY DUYÊN

TRẦN LÊ TƯỜNG VY

HUỲNH TẤN PHONG PHẠM HOÀNG LONG PHẠM NGỌC ÁNH

PHẠM THỊ MỸ LINH

NG HỒ THÙY TRANG

NGUYỄN THỊ NGỌC MAI NGUYỄN HOÀNG ANH

NGUYỄN HOÀNG ANH

MÃ CÁC TƯỜNG

N NA M E O F P R O D U C T

Pumpkins Coffee

Socola bamboo

charcoal foam

Avocado matcha cream

Hot chocolate Marshmallow

NGUYỄN THÙY DUYÊN

COMPETITOR:

Starbuck

Highland coffee

Phuc Long

NGUYỄN THÙY DUYÊN

Product Positioning

2

TRẦN LÊ TƯỜNG VY

Life cycle phase 1 week

Product Positioning Statement Template

DEMOGRAPHIC Ages From 16 to 30 years old

Job Office workers, highschool students, university students, who can pay for their drinks,…

PSYCHOGRAPHIC

DEMAND

Eyes catching appearance Creative, trendy, fresh drinks Related to the targeted occasions

Customer target

TRẦN LÊ TƯỜNG VY

How does the products

meet the customer need ?

- Outsider:

• Paper cup

• Special edition for Halloween and Xmas

• Eyes catching and limited edition designs

by our group

- Insight:

• Creative recipes

• Specific kinds of drinks for each occasion

• Fresh combination between selected

ingredients

TRẦN LÊ TƯỜNG VY

Paper cups are eco

friendly and safe

(even cold and hot beverages)

Fresh, significant – alluring

taste of drink

Interesting experiences to

celebrate the occassions Worth for

your social

network posts

TRẦN LÊ TƯỜNG VY

 Specific inside out

 Hardly any other competitors bring on stage

seasonal drinks

 Harmonious combination between tradition

and innovation

TRẦN LÊ TƯỜNG VY

Analysis

3

Phuc Long

coffee and tea

1 Phuc Long chain stores are present everywhere in Ho Chi Minh city and modern and

eye-catching decoration space. 

2 Menu and prices are reasonably well built

3 Rich menu, with many

choices. 

HUỲNH TẤN PHONG

1 Starbuck enhances brand value by entering new markets. 

2 Always keep the core values, expanding the products within the framework are related to old products. 

Size the

market

Apply the two ways

to size the market -

top down or bottom

up

Highlands  Coffee  

"popularized"

and closer to all customer classes. 

Phuc Long Most people think that the milk tea

shop will only sell milk tea But Phuc Long doesn't do that In the menu of this brand, customers will find a

variety of teas, milk teas, juices, coffees and whole cakes made and served with Phuc Long tea

The innovation of Phuc Long is targeting diverse customers, from employees, tourists to pupils and students The price that is affordable

to the majority of people can help Phuc Long bring its brand to all

consumers as quickly as possible

PHAM HOANG LONG

- Starbucks stores do business mainly:

• Coffee

• Other drinks (juice, tea, milk )

• Cakes, Chocololates, candies

• Snacks

- Starbucks' market segment is aimed at the middle class and the office, and the company has succeeded in positioning its brand in the mind of its customers as a 'expensive but

worthwhile' premium coffee.

PHAM HOANG LONG

Highlands coffee

The customers that Highlands Coffee has

been serving are middle-class consumers,

office workers, young people

Highlands coffee products include products

with a strong Vietnamese style and

international flavors

Coffee with international flavors:

• Espresso- Full City Roast

PHẠM NGỌC ÁNH

The strong point of Phuc Long is that there

are many stores across the country, the

menu is diverse and the service staff are

very friendly with customers.

WEAKNESSES

Phuc Long's weakness is the long waiting time for water and a large number of customers, in many branches there is less quiet space.

THREATS

Vietnam's science and technology level is

still there Poor in comparison to many

countries in the world Requires business

experience in international market

Difficulty in exporting There are many

market.

PHẠM NGỌC ÁNH

SWOT

PHẠM NGỌC ÁNH

• Strong brand equity

• Quick service

• Use material coffee in Vietnam

• Good location with beautiful view

• New style of mixed culture between the West and the East

• Consistency in Western identical decoration and delivery service

• Highlands Coffee shops located at central of city or trade centers

• It looks so premium that many customers seem reluctant to enter while they can afford

• Western style need time to be suitable for Vietnamese lifestyle

• Highlands coffee is rather expensive due to high cost in materials and operating system Highlands coffee does not focus much on promotion campaign

W

PHẠM NGỌC ÁNH

O • There are not many cafe stores professional in style and service

• Vietnamese people habit is to go to cafeteria for their business

• Coffee market is now matured and fiercely competitive

• Most buildings in cities have already had at least one cafeteria inside, it's difficult for Highlands to jump in and replace

• It's difficult for outdoor cafe store like Highlands to attract T customers in cold winter

• There are many competitors with Highlands Coffee, such as: The Coffee House, Paris Baguette, and other competitors

T

PHẠM NGỌC ÁNH

Drink

Of

Halloween

PHẠM THỊ MỸ LINH

CUP 2 The main color

tone: Dark Blue

Coffee juice - Pumpkin syrup

Milk - Sweetened condensed milk

AVOCADO MATCHA AVOCADO MATCHA

• Decorated with green colour

• Have a little noel tree (mock up) on top

NGUYỄN HỒ THÙY TRANG

• Decorated with red colour

• Have a little snowman (mock up) on top

Base Case Financial

NGUYỄN THỊ NGỌC MAI

Sales Forecast For Halloween Program

(24-31 Oct 2020)

STT Drink Total Store Amount Average Total Sales Sale Cost Total Revenue

1 Pumpkin Coffee 87 (HCM city) 10/day/store 6090 65.000 VNĐ 395.850 million VNĐ

2 Socola foam bamboo charcoal 87 (HCM city) 6/day/store 3654 65.000 VNĐ 237.510 million VNĐ

Finance Of Halloween Program ( 24-31 Oct 2020)

350  Depreciation & Amortization 8.916 9.3465 9.8145 10.50525

Sales Forecast For Christmas Program

( 10-24 Dec 2020)

STT Drink Total Store Amount Average Total Sales Sale Cost Total Revenue

1 Bơ matcha kem 87 (HCM city) 6/day/store 7308 65.000 VNĐ 475.020 million VNĐ

2 Choco marchmallow nóng 87 (HCM city) 12/day/store 14616 65.000 VNĐ 950.040 million VNĐ

Finance Of Christmas Program ( 17-31 Dec 2020)

Forecast Unit Volume 21924 23020 24171 25863

Unit Price 65 65 65 65

TOTAL REVENUE 1.425.060 1.496.300 1.571.115 1.681.095

Cost of Goods 328.860       345,300         362,565         387,945 Gross Profit % 76.93% 76.93% 76.93% 76.93%

Marketing Strategy

Income:

1st Group: Salary > 5 millions

2nd Group: Student with middle, upper middle, highest class family

Marketing Strategy

Delivery: In 30 minutes, Width area delivery in the urban

Taste: High quality drinks and desert Technology: Have customer loyalty program, Having endless wifi, Apply technology wallet

Hallowen Christmas

Pumpkin Coffee bamboo charcoal Cacao foam Avocado crea matcha marshmallow hot Choco Taste Bitter mix mild sweet Mouth-watering

Packaging Paper, environment outgoing Paper, environment outgoing

Marketing Strategy

-NGUYỄN HOÀNG ANH

MÃ CÁC TƯỜNG

For HalloweenN

• We created a flavor drinks to

go nicely with the concept of

Halloween

• Uniue drinks waiting to be

try-out

MÃ CÁC TƯỜNG

For Christmas

• With Christmas we choose a

more familiar flavor

• But still can’t be wait to taste

MÃ CÁC TƯỜNG

MÃ CÁC TƯỜNG

Halloween Christmas

Product

MÃ CÁC TƯỜNG

Stand alone

MÃ CÁC TƯỜNG

In a combo

MÃ CÁC TƯỜNG

Whole-MÃ CÁC TƯỜNG

Place

MÃ CÁC TƯỜNG

Place

MÃ CÁC TƯỜNG

Promotion

We will spend around:

180 million

MÃ CÁC TƯỜNG

Promotion Strategy

MÃ CÁC TƯỜNG

Hiring KOL for advertisement

Promotion

MÃ CÁC TƯỜNG

Budget: 125 millions

Thank you

.