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

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Môn: Marketing (1234)

Trường: Học viện Chính sách và Phát triển

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Tác giả:

Profile Mai Nguyệt
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
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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