Outline for Marketing Strategy - Marketing | Học viện Chính sách và Phát triển

Outline A. Introduction I. Business Overview
1. Description of Highlands Coffee
2. Founders of Highlands Coffee
3. Unique combination of Vietnamese and Western coffee style II. Business Model 1. Diverse products offered 2. Unique interior design
3. Creating a cozy and friendly atmosphere III. Reputation and Success 1. Over 20 years of operation
2. Reputable brand in Vietnam and internationally
3. Community of passionate coffee lovers
B. PESTLE Analysis and Competitors Analysis I. PESTLE Analysis 1. Political factors 2. Economic factors 3. Sociocultural factors 4. Technological factors 5. Legal factors 6. Environmental factors II. Competitor Analysis
 Identification of competitors in the packed coffee market
 Comparison of product offerings and pricing strategies
 Analysis of strengths and weaknesses of each competitor
 Assessment of market share and market growth potential
C. Market Segmentation, Targeting and Positioning I. Market Segmentation 1. Geographic segmentation  Focus on urban areas
 Higher demand for convenience products 2. Demographic segmentation  Target young adults  Always on-the-go  Need a quick coffee fix 3. Psychographic segmentation  Focus on busy individuals
 Lead a fast-paced lifestyle
 Value convenience and quality 4. Behavioral segmentation
 Target frequent coffee drinkers
 Prefer the taste of Highlands coffee
 Looking for a more convenient way to enjoy it. II. Targeting
 Young, urban, on-the-go individuals
 Value convenience and quality in their coffee  Frequent coffee drinkers
 Looking for a more convenient way to enjoy their favorite coffee. III. Positioning 1. Brand positioning
 Premium, convenient, and quality coffee option
 For busy individuals who lead a fast-paced lifestyle 2. Highlighting convenience
 Emphasize ease of use and portability of canned coffee 3. Emphasizing quality
 Use reputation as a popular coffee chain to promote superiority
 Over other options on the market
4. Innovation and forward-thinking
 One of the first in the Vietnamese market to offer coffee in a can.
D. General Strategy and Competitive Advantage I.
Bringing the product closer to the retail market
1. Promoting the new product - packaged milk coffee
2. Creating commercials highlighting the versatility and stress-relieving benefits
3. Always available in convenience stores
4. Targeting consumer group including office workers,
students, pupils, and laborers who require high levels of concentration. II. Competitive Advantage 1. Wide distribution network
2. Advantage for promoting the new product
3. Comparison with other well-known brands in the packaged coffee market  Nestle's Nescafe
 The Coffee House's iced milk coffee
4. Extensive coverage of Highland Coffee's chain stores
 As of May 2023, Highland Coffee has 623 stores
 Known as the largest coffee shop chain in Vietnam E. Marketing Mix I. Product
1. Made from high-quality coffee beans
2. Blended with fresh milk to create a smooth and creamy taste
3. Packaging must be convenient and easy to use II. Pricing
1. Price fluctuates around 35,000 VND for 1 batch of milk
coffee (including 4 boxes),1 box priced at 9,000 VND
2. Suitable for the spending ability of office workers, students, and pupils III. Promotion 1. Distribution channels
 Direct distribution at the store
 Indirect distribution through retailer- 2. Advertising
 Social platforms: Facebook, Instagram, YouTube
 Multiple local distributors and retail agents  Coverage of many regions
 Campaign with hashtag #breakfastwithhighland
 KOL and celebrity endorsement
 Target audience: office workers, students, and laborers
3. Selling through online platforms: TikTok Shop, Shopee IV. Places 1. Distribution
 Convenience stores (Circle K)  Supermarkets (Vinmart)  Hypermarkets (BigC)
 Ready-to-eat food places nearby schools, offices, and tourist areas 2. Aim for large coverage