1.

Targeting customers

The coffee market in Vietnam is very competitive in a major way. However, Phuc Long, which specifically
has operated since 1957, still has a position in particularly Vietnamese consumers’ awareness in recent
years, which actually is quite significant. Phuc basically Long definitely has the manufacture in Bao Loc,
which basically is the center of tea and coffee agriculture in Southern Vietnam in a basically major way.
Therefore, they have provided various types of coffee products made from pure and definitely high-
quality materials for different kinds of targets. Phuc Long currently actually concentrate on the teenager
and pretty young adult in a big way.

Teenager: Phuc Long aims for teenagers to create more products that suit their taste with new and
modern recipes. Teenagers’daily life really is quite busy, it leads to the fact that they need fast and
convenience services. Moreover, they use their parents’ or guardians’ grants to afford drinks, so the
price could for all intents and purposes be very sensitive, which is quite significant. Thus, the company
supplies takeaway service for the younger who required fairly cheaper and more convenient services.
The average price in a takeaway coffee store actually is around 30000-60000 Vnđ. This segment basically
is usually attracted by new and unique beverages. Product with good advertising and pretty good
reputation on social media is a really big plus.

Young adult: The very average income of the middle class in Ho Chi Minh city essentially is $148 in
a subtle way. Nowadays, Phuc for all intents and purposes Long expands the coffee chain by open
more stores with modern decoration and a nice view for their clients to stay and drink beverages,
which mostly is fairly significant. The coffee’s cost in these stores is around 30000-60000 Vnđ, which
is suitable for people in the sort of middle-income range, which specifically is fairly significant. Most
of them use their basically own money to purchase the products, so price and quality are the most
important concerns of this segment. Phuc Long for the most part uses their own materials to
particularly produce coffee, so their drinks basically are always guaranteed, which actually is fairly
significant. Mouth to mouth promotion plays an important role in this segment in order to pick the
products in a subtle way.

Most of Phuc Long coffee & tea branches have a very beautiful location, attracting many people
every time they pass by. Moreover, Phuc Long often chooses premises with quite large area, many
of which have two facades. Along with making the best use of the outside and inside space in many
branches, Phuc Long has given its customers great experiences with an extremely spacious and airy
space.
Phuc Long coffee & tea attracts a large number of young people to the shop because of its menu with a
variety of drinks such as milk tea, coffee, tea, ice, etc., which are your favorite drinks. . Besides, the
extremely modern and youthful design space of the shops is also a strong point for this brand to attract
such a large number of young customers. The unique design of tables and chairs combined with the
partitions between the areas are also made in a simple and new style to create a youthful interior space.
The floor tiles for the shop are also used by this chain of stores with imitation wood tiles combined with
cement tiles with many different textures, which is currently a hot trend in the design of cafes.
Especially, Phuc Long customers are usually female, so Phuc Long also focuses on creating
some drinks that support weight loss and are good for health and body.