To implement the marketing Strategies, we divide them into 3 phases corresponding to 3

Marketing Objectives which already presented.

Phase 1: The first stage is the introduction and launch of the product to the market. Marketing
activities will focus on bringing products to customers. First, we will be using social media
platforms, fan pages, websites to introduce “Drip bag coffee” to the customer. This marketing
activity will be executed regularly every month. At TCH stores will using banners, ads to
increase the product awareness. Second, a promotion program at The Coffee Store – when
customers order 1 product in the coffee section, they will receive a sample of “drip bag coffee”.
We also sent the new product to our loyal customers, YouTubers, kols, football players and using
their strength to push the product ‘image. In this phase, we will collaborate with Rapper Denvau
as a representative promoting the products.
Phase 2: After 6 months launching and promotion the product, The Coffee House not only will
increase sale to higher level but also implement the Social Mission “The Magic Bean”. In this
phase, we will co-operate with Miss Universe VN H’Hennie – who was born and raise in Tay
Nguyen - a land of Coffee to carry out the Social Mission with TCH. Continuing TCH’s
marketing tradition, we will be making short film about the product and contain the social
mission. Besides that, a “The magic Bean” campaign will be performed in every TCH store to
implement the Social Mission.

Phase 3: After 1 year of launching the product, The Coffee House is now taking e-commerce
platforms as their next distributor. With a lot of vouchers and monthly sales supported by the
third party, we look forward to encouraging the growth of products sold, thereby increasing the
popularity of the “The Magic Bean” campaign. Besides, our customer target will be enlarged to a
“smaller one” - university students through sponsorship for their events. Therefore, more people
will be approached after the collaboration. Finally, a video representing the result of the above-
mentioned campaign will have been released by the end of 2023, putting an end to our marketing
project.

Next is about the Sale Forecast for the product.

Product target market is who form 27 to 45 years old with medium and high income.
Number of consumers in Expected Target Market: 60.8% of Viet Nam Population (GSO,2019): 60
million people.
According to the data collected by Statista, 70% of total Coffee consumption. In Vn come from Medium
and High-Income (Statista, 2020)
+ Target Market have high Coffee consumption in Vietnam by Age group which account for 50% of the
total (Statista, 2020).
 Proportion expected to buy the products: 10% of 60 million  10 million customers. (Potential
Market)
 The Coffee House has over 200 stores across the country, serving over 40,000 customers per day. The
average number of customers at one store is 200 per day.
 Proportion Expected to by the products: 20%  40 customers.
As you can see, we have calculated the average unit sold in store per month and it different from
phase 1 (first launching) after 6 months and after 1 year.

The purpose of this product’ marketing plan is to serve as a guide for the coffee house. The
following areas will be monitored to gauge performance