UEH | Communication Technology | Marketing and Communication Name: Hứa Thanh Hà Tùng Class: DD001 Student ID: 31221023185 Instructor: Ms. Nguyễn Trần Cẩm Linh Final essay: Student creates a new product for one chosen Vietnamese brand. Create a marketing mix 4Ps strategy for this new product and detail communication campaign to reach the product target audiences to increase 10% the current market share. “Cà phê thơm nồng, kết hợp sữa gạo rang thanh mát, món quà mang tình yêu của người nông dân Việt” HIGHLANDS COFFEE PhinDi Sữa Gạo Rang Iced Coffee with Roasted Rice Milk 1. Introduction Vietnam is famous for its delicious coffee and a culture full of coffee-lovers. In addition, the food and beverage market here is one of the fastest growing industry, because of that, many coffee chains in Vietnam have gained its popularity and been widely loved. Among them is Highlands Coffee (Highlands), one of the biggest coffee chains in Vietnam, founded in Hanoi in 1999 by David Thai. Originating from the love for the country and the passion for coffee, Highlands strives to elevate Vietnam’s long-standing coffee heritage and spread the spirit of pride and harmonious connection between traditional and modern value to the community. Throughout its 24 years of development, Highlands has offered a variety of drinks, ranging from traditional coffee, tea to other noncaffeinated beverages. In 2020, the brand rolled out a new line called PhinDi, which aimed at younger customer group and light coffee drinkers. PhinDi is still made using classic Vietnamese “phin” coffee, but by adding ingredients like milk foam, chocolate or almond milk, this line of drink is suitable for people who are not fond of the strong traditional coffee but would love a light, caffeinated drink. Based on the original PhinDi drinks (Chocolate, Almond and Milk Foam), I want to create a new drink to add to the collection. It will be called PhinDi Sữa Gạo Rang (Iced Coffee with Roasted Rice Milk). As there have been feedbacks about the first three PhinDi drinks being too sweet and fat, I want this new drink to be fresher and more nutritious as rice milk is rich in vitamins, minerals and antioxidants. Moreover, by combining rice and coffee – two of Vietnam signature produces, I want to run a campaign that help spreads the love for Vietnam rice and coffee and appreciate the hard work of Vietnamese farmers, along with the goal to increase 10% the current market share by reaching the target audience. 2. Segmentation, target marketing and positioning a. Segmentation: i. Group 1: Students (18-22), average income (5.000.000-8.000.000), would go to a café every one or two weekend, prefer soft drink and tea. ii. Group 2: Students and workers (18-30), higher income (>8.000.000), would go to a café every weekend, prefer light, caffeinated drink. iii. Group 3: Students and workers (18-30), higher income (>8.000.000), would go to a café few times a week, perfer a strong type of coffee. b. Target market: According to the market segmentation above, I decide use concentrated targeting strategy to narrow the product’s target consumers down to Group 2. c. Positioning: A nutritious, energetic drink. Lower in caffein compared to traditional coffee. 3. Marketing mix strategy (4Ps): a. Product: PhinDi Sữa Gạo Rang, an iced coffee with added roasted rice milk. This new drink belongs to the PhinDi line. b. Price: Similar to the pricing of the existing PhinDi drinks, this new drink will come in three sizes pricing at 45.000, 49.000 and 55.000 (vnd). This price range will be suitable for average-high earning workers. c. Place: This drink will be available at over 300 Highlands outlets throughout the country. Highlands outlets are placed at high-populated metropolitan area, city centres and near office buildings. Like other Highlands products, this drink is also available on delivery apps such as Shopee Food, Grab, Baemin,… d. Promotion: Highlands often gives out vouchers such as Buy One Get One, special combo, free size upgrade,… Highlands has active Facebook fanpage with frequent posts and advertisements, as well as an official account on other social media apps such as Instagram, TikTok, Youtube,… 4. Insight, big idea and message: • Insight: The targeted customers often find that traditional coffee (black, milk,…) is too strong for them. The new PhinDi line suits them better as its drinks are lower in caffein. However, the exisiting PhinDi flavors: Chocolate, Almond and Milk Foam, are said to contain too much fat and sugar. Customers would want a new healthier, more nutritious and still lightly caffeinated option. • Big idea: The classic taste of Vietnamese “phin” coffee, combined with the nourishing roasted rice milk, altogether created a new nutritious yet energetic drink. Highlands is the first coffee chain to introduce this combination. Moreover, Highlands is proud to use fresh coffee and rice, grown by Vietnamese farmers, made for Vietnamese coffee-lovers. • Message: “Cà phê thơm nồng, kết hợp sữa gạo rang thanh mát, món quà mang tình yêu của người nông dân Việt” – fresh coffee, fresh rice milk, a gift sent from Vietnamese farmers with love. 5. Intergrated marketing communication campaign a. Objectives Business objective Marketing objective Communication objective Increase 10% the Increase the popularity of the Aim at consumer’s mentality: the current market share new drink love for Vietnamese rice and coffee b. SWOT analysis Strengths • • Good image in Weaknesses Opportunities Threats Somewhat high • Being the first brand to costumers’ price although sell the product (Starbucks, mind the drink suits Understanding Vietnam’s Trung Nguyen Over 300 young culture and custom to Legend, The outlets customers create marketing and Coffee Few outlets at communication strateties House,…) rural areas accordingly distributed throughout the • • • • Competitors country c. 3-phase IMC plan Time Trigger Engage Amplify March April May Key message Fresh coffee, fresh roasted rice milk, a gift from Vietnamese farmers Objectives Announce a new drink Emphasize the drink’s Customers will with a new flavor that health benefits and tell remember and is exclusive at the story behind the comeback to this Highlands. making of it drink Advertisements Advertisements, Promotion, gift-card Key activites TVC/short film Support tactics Social media posts, Social media posts, Voucher for each bill, banners placed at billboard, QR code stores,… KOL/Influencers d. Detail activities 1. Social media advertising • Focus on Facebook posts as the majority of our target audience is Facebook users. Facebook Ads can be adjusted based on demographic feature of our target audience. • Instagram and TikTok is suitable for mobile devices and can be used for uploading photos and short videos. • Youtube is the best platform to upload out TVC. It will be available on our channel and played as an ad before another video. 2. Out-of-home advertising • Set up banners outside Highlands outlets to announce old customers of the new product • Put up billboard to attract pedestrians and motor-drivers. • Display banners (physical and digital) at malls, bus stops,… where our target audience would likely be at. The TVC will also be played on the monitors at these places. 3. TVC • There will be one main short film and multiple introduction videos. The TVC will tell the story behind the product: the making of the new drink and the appreciation for Vietnam natural breath-taking beauty of coffee farm and wheat terrace, as well as the hard work of Vietnamese farmers on the field • Aim at a customer’s insight: love for their country and their people, love for Vietnamese coffee and rice products. 4. Promotion • For every bill, include a voucher to encourage custormers to come back next time. Give better offer for customers who bought this new product. Vouchers include: o Get the second drink for free o Get a free Small PhinDi Sữa Gạo Rang for every bill of 2 drinks o Free size upgrade • Frequent Facebook posts that work as a voucher: people can take screenshot and give the photos to the cashier upon ordering to get the offer. 5. Public relations: Booking TikTok, Youtube KOL/influencers: o to do review videos of the new product o to use affiliate link to send out vouchers e. Budget plan for each phase Type Activites Trigger Engage Amplify TOTAL Social media ads, Advertisements community group, TVC,… 120,000,000 500,000,000 80,000,000 700,000,000 65,000,000 150,000,000 Offline, at store Promotion PR 75,000,000 120,000,000 Total budget for the whole plan 85,000,000 195,000,000 1,045,000,000 Conclusion With this IMC plan, it is expected that after 3 months of running, in the end of May, sales of this new drink will increase by 10% in the current market share. Highlands’s PhinDi Sữa Gạo Rang is expected to be a new trend among young people and working class, and promised to be one of their top-pick when they visit Highlands. In addition to that, the TVC campaign will not only help boost sale for this new product but also send the message carrying love and gratitude for the beauty of Vietnam, the quality of Vietnamese products and Vietnam farmers.
