Faculty of public relations and communicationsculty brand management final essay

Phé La claims to be the first and only brand in Viét Nam that focuses on developing and enhancing the specialty of Da Lat O Long tea and bringing them closer to the community.. Products:

VAN LANG UNIVERSITY

FACULTY OF PUBLIC RELATIONS AND COMMUNICATIONSCULTY

BRAND MANAGEMENT

FINAL ESSAY

Students: Ng6 Hoang Tu Anh — 207QC35414

Lé Truong Thién Doan — 207QC 17102 Nguyễn Thị Thanh Mai — 207QC 03202 Nguyén Ngoc Thao My — 207QC03243 Nguyễn Đỗ Thảo Nhi - 207QC17677 Teacher: Mr Nguyễn Sinh Mỹ

Class code: 221_7PR0310_01

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8 EVALUATION

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Phé La first appeared in March 2021 However, due to the effects of the Covid-19 pandemic,

it was not until the end of 2021 and the beginning of 2022, that Phé La had strong coverage to

customers Not following the "hot hit" trends of the moment, Phé La is an F&B brand that does

business from focusing on products as the core

In the beginning, Phé La only had a nice little shop on Pham Ngoc Thach street, suitable for buying takeaway and only a small space to enjoy at the shop Receiving the enthusiastic response of customers, 3 months later, the brand opened a new facility Ly Thuong Kiet which has a much more spacious space with the ultimate "Da Lat rattan hunting" style design even though it only has one floor At the end of 2021, the third branch in Dai La was officially opened and is the only store selling bottled products The brand really felt like a duck in water in early

2022 when successively opening more Cau Giay branches in Ha Noi and Da Lat branches - the hometown of specialty O Long tea In particular, recently Phé La decided to go "Southern progress" to enter the extremely potential Saigon market

Phé La claims to be the first and only brand in Viét Nam that focuses on developing and enhancing the specialty of Da Lat O Long tea and bringing them closer to the community Phé La's menu is quite diverse, including teas and coffees, including O Long milk tea and O Long jasmine milk - the two most strongly promoted dishes and also the dish that many guests whisper to each other to enjoy

2 BRAND VISION

2.1 Vision

Becoming the leading coffee and tea chain in the production and distribution of specialty O Long tea lines in the Viét nam market Bringing high-class agricultural products of Viét nam closer to everyone and reaching out to the world

Products: Phé La is the first and only brand in Vietnam that focuses on developing and enhancing the specialty of Da Lat O Long tea and bringing them closer to the community; providing reliable services at reasonable prices to users

Market: Phé La wishes to bring Da Lat specialty O Long tea line not only to compete

in the Asian market but also the world market, focusing on the domestic market first Technology: Special O Long tea at Phé La is grown with organic fertilization, completely with chicken eggs, soybeans and handpicked to get the freshest and youngest tea buds That is what makes a strong difference compared to other brands In addition

to the high-quality Phé La ingredients, the brand has created a menu that includes a variety of new drinks, combining the preparation methods used for coffee Lang Biang

O Long and tropical O Long are prepared by the Nitro Cold Brew method, offering a wonderful taste, like the sky after a storm Or the Syphon method creates “6 long stra Phê La”, “ô long phu van” with a unique layer of fresh cream, “Phan Xi Pang” is made from O Long combined with coconut milk, which is unique in the market

Self-assessment: Phé La wishes to create a strong mark for Da Lat specialty O Long when standing side by side with farmers and upholding the sustainable development of raw materials Because we believe that this will be a solid stepping stone to help Phé La widely introduce Vietnamese specialties to the community and to the world

Concerned about survival, development of profitability: The existence of the business is thanks to creating the best products for the health of consumers, creating the interest of consumers

Concerned with the image of the community: Accompanying farmers in the process

of production and sustainable development of specialty raw materials

Objective

Business objective: Within 12 months, becoming the number 1 milk tea shop chain in Vietnam in terms of production and distribution of specialty O Long teas in Da Lat with high quality, accounting for 5%-10% of the national tea market share; creating distribution channels and opening 3-4 more branches in Vietnam market; profit of 20-

30 billion VND/year

Social objective:

quality at reasonable prices Contributing to raising the awareness of preserving and protecting the health of the people, especially the elderly and young people through the habit of using healthy drinks and ensuring standards

side with farmers and promoting the sustainable development of raw materials Improving life as well as raising income for tea growers, tea farms to a new level from the production of high quality, good price flower teas

3 BRAND POSITIONING

It can be seen that in recent years, the number of milk tea shops has continuously increased, the market share of milk tea has expanded, and it has become a new culture in Vietnamese society Realizing that the product that we planned has many current competitors, such as Gong Cha, Koi Thé, Phuc Long, etc., they are strongly competing in the milk tea market, which is famous for its quality and has been present in the market for a long time The school is very popular However, compared to other brands, Phé La focuses on developing specialty O Long tea in Da Lat; currently, no milk tea brand does this because there are few brands willing to make special O Long Therefore, Phé La can create products made from Da Lat specialty O Long tea

After analyzing competitors and determining that the Phé La brand, which uses coffee preparation methods to make O Long tea, specializes in the production and trading of O Long tea products, this product line is currently not available in the market Because of its popularity, itis possible to use a competitive positioning strategy to provide directions and policies suitable for all competitors, so "Phé La" is proud to be the first and only brand in Viét Nam focused on

developing specialty O Long teas from Da Lat and bringing them closer to the community

The target customers that Phé La is targeting are young people of Gen Z or Millennials (ages 18 to 34) This also seems to be the target customer group of most milk tea shops today Milk tea is the most popular drink today as a result of them Even today, there is a large segment

of young people who are "addicted" to milk tea to the extent that they have to drink 2-3 cups a day They are also not a group of people who are too loyal to any one brand Although they have become loyal customers of a milk tea brand, when there is another brand of milk tea with better taste and quality, they will be willing to try it In addition, Gen Z and Millennials are the group that spend most of their time on social media, keep updated on trends, and are willing to explore new things with friends During their break, they will spend time chatting with friends and colleagues to share and discuss current hot issues Therefore, they need a place where they can chat with friends, study, and work but still experience hot trending drinks For them, coming

to the milk tea shop is not only to enjoy the drinks but also to enjoy the space of the shop, including images, music, space,

With the above analysis, it can be seen that having a delicious milk tea but ensuring quality and health is what target customers want It can be seen that today, milk tea shops appear more and more For only 10 thousand Vietnam dong, customers can buy a cup of milk tea to satisfy their cravings But to find a quality milk tea, the right tea flavor does not seem to be much

Therefore, creating a healthier version of milk tea is Phé La's top criterion At Phé La, all

ingredients go through a rigorous selection and preliminary processing process The amount of sugar in the drinks is also reduced to ensure the health of customers In addition, with the habit

of gathering colleagues and friends to chat with target customers, Phé La's stores are all designed according to a unique and creative camping concept With a spacious and airy space, you just need to order a few cups of O Long milk tea to chat with friends for a few hours

Most of Phé La's products use O Long tea as the main ingredient in drinks, bringing many good health benefits such as helping the mind to stay awake, improving cardiovascular health, and protecting the body from cancer Drinking O Long tea, in particular, will help curb appetite, prevent the body from absorbing too much fat, smooth the skin, reduce wrinkles, and acne-

prone skin will gradually decrease because the tea helps to clear the skin, heat and detoxify the body

Each drink is carefully researched, mixed, and produced by Phé La to suit the tastes of the majority of Vietnamese people, especially young people In addition, Phé La now has more canned products to help customers easily store and move Beverage products purchased to take home will not be stamped with plastic lids; instead, they will use snap caps The brand also does not put the pearls in the cup, but separates each portion of the pearls into small cups with separate ice bags for customers to easily enjoy Reduce the amount of ice to suit your taste For packaged products, there will be a full range of tea, milk powder, sugar, measuring cups, and wooden stir sticks so that customers can make their own milk tea cups with a familiar taste like those of O Long drinks directly at the store

Phé La is a milk tea brand for young people that specializes in developing O Long tea The target segment is the young generation Z and Millennials, so the designs of everything from the products to the packaging must be youthful and creative Diversified products show the non- stop creativity of Phé La The brand name "Phé La" means that the taste of the drink is like the

"La" note flying in the music frame to make you "phé" and forget the way home, which firmly demonstrates the values that Phé La brings to customers

3.6 Reasons for brand trust

For any business, gaining the trust of clients is definitely not an easy task With Phé La, we has five goals that it has established for itself:

—

Quality from product to service

Unique method

===

products, Phé La always puts the spirit of honoring Vietnamese specialties first, especially the specialty O Long tea line

e Quality from product to service Source of fresh products, with certificates of quality, safety and hygiene processes, good for consumers’ health

products, bringing drinks that are not only delicious but also beautiful With packaging designs showing the symbol of Phé La in a subtle and graceful way, customers will be satisfied In addition to drinks prepared on the spot, we also have packaged products that are easy to store for a long time, suitable for busy people, office workers

French Press, Moka Pot, Nitro Cold Brew, V60

all Phé La goods and services are always centered on the human aspect Phé La thinks that customers, or the community as a whole, would always support the brand and disseminate positive ideals to society

Phé La has established a great impact on customers because of its own attributes and distinctive design, following the idea of Camping - different from other brands on the market Phé La has umbrellas and folding tables in every little nook, and with the main warm brown tone, Phé La strives to deliver clients a comfortable, cozy, and rustic pleasure place Customers feel immersed in nature to confide in, whisper a few short anecdotes over cups of tea, and leave behind tired and hectic ideas of life due to this primitiveness This is the distinctness and distinction of Phé La when guiding themselves to a completely new spatial notion

Phé La's unique O Long tea is also grown using organic fertilization, entirely using chicken eggs and soybeans, and hand-picked to obtain the freshest and youngest tea buds, creating a significant difference when compared to other brands It can be noted that Phé La's speciality tea line always keeps the most original wonderful taste and is well-known as a source of Da Lat's important components

“Thu cong, dam da, tuoi moi - Craft, rich, fresh” O Long pearls at Phé La are described in three words O Long pearls are manufactured from speciality O Long tea and have a distinct tea scent Furthermore, because they are created new every day, O Long pearls are always smooth and fresh

mie Nitro Cold Brew +S —=

Ô Long Nhiệt Đới

2 Ầ R Trân Châu Ô Long

Trân Châu Gạo Rang

"ma Sản phẩm mang về

Phê La uses a combination of the generic-brand architecture model and the patronized model The highlights in the company's products are all derived from Da Lat Farm's essential ingredients, which is O Long tea, which is cultivated with organic fertilization and harvested using organic methods.handcrafted to get the freshest and youngest tea buds The company uses

a vertical brand extension strategy In addition to the main product of tea, Phé La also launched coffee, fruit tea, milk tea, pearls from roasted rice, O Long tea, etc Phé La Tea products use

the model of connecting brand names brand, combined with a part of the main brand name, is

the word "Phé La" to create a patronizing brand As for coffee and takeaway product lines, a vertical brand extension model is used

The advantage of using the generic brand model is that it is easy to administer the brand because there is only one brand The cost of brand promotion is low, and the level of investment concentration for the brand is high This is extremely beneficial when the company is just starting to enter the market, the investment capital is small, and the brand is not well known The company is newly established, so when successfully building this model, there will be many benefits When one product is successful, other products will also easily enter the market Besides, this model also has the disadvantage of high risk It only takes one category to get into trouble or to be boycotted, and the entire brand is affected In addition, this model is also not really suitable for multi-industry companies, because then a positive association with one business area can hinder other businesses

Model of sponsoring brand: When the parent brand has hidden power, it will sponsor the development of the sub-brand, using the influence of the parent brand to create thrust for the sub-brand The purpose of this sponsorship activity is to quickly build customer trust for the new brand Sponsorship linking the name to the parent brand allows the power of the parent brand to promote the development of products new product This naming strategy also allows businesses to reach many different segments by participating in many different business areas The success of the parent brand is due to a solid guarantee of access to new market segments The model of generic brand architecture and patronage brand has many advantages, but the management is extremely complicated If the general architect of that project does not design for each product a separate brand identity system, distribution system, and sales system, the risk

of these products canceling and harming each other is very great Vietnamese enterprises that are in the process of expanding their business activities and participating in many different fields need to be very alert when choosing a brand structure model for their business And if you do not have the ability to manage in the above ways, it is best to build an independent brand

5 BRAND IDENTITY SYSTEM

The purpose of the brand identity system is to help customers easily recognize and distinguish one brand from another Brand identity is the heart and soul of the brand, the focus

of the brand strategy The structure of Phé La's brand identity system is built on four different aspects of identity: product, organization, people and symbol

Phé La is proud to be the first and only brand in Vietnam that focuses on developing specialty O Long teas from Da Lat and bringing them closer to the community What makes Phé La different from other milk tea brands is the application of the coffee preparation method

to making O Long tea Up to now, Phé La has seven product lines for fresh tea, coffee, and pearls:

reverse osmosis The water will be boiled in the lower pot, creating pressure to push the steam through the pre-packed roasted coffee in the upper pot After the boiling time, with the suction of the funnel, the coffee will seep back down lower jar Phé La cleverly applies syphoning, a coffee preparation method, to specialty O Long teas to preserve the original flavor Based on the principle of reverse osmosis under pressure, which requires precision, O Long tea always has a rich and different taste Therefore, the Syphon line is always a collection of signature products with familiar names associated with Phé La, such as:

— Phan Xi Pang

— Phu van

— OLong Trimg Béng

Syphon line

soaking Simply put, coffee powder is soaked in water for a set amount of time At the end of the steeping time, the coffee is filtered through a membrane filter to extract the coffee and retain the coffee grounds Phé La has applied this preparation method to create special fruit tea cups With the tea taste kept almost intact, customers can feel the full acrid, slightly bitter taste right at the tip of the tongue The faint aroma of tea, combined with the sweetness of each fruit, will give customers the perfect experience For the French press line, Phé La has the following products:

— Gam