Vietnamese Coffee

Highlands Coffee is a Vietnamese coffee shop chain and producer and distributor of coffee products,

established in Hanoi by Vietnamese American David Thai in 1998. The establishment of the Highlands
Coffee company marked the first time an overseas Vietnamese was able to register a private company
within Vietnam

https://www.academia.edu/20191068/Strategic_marketing_plan_Part_A_Highlands_Coffee

Marketing dịch vụ - Highland Coffee (slideshare.net)

Highlands Coffee concentrates on creating a comfortable space for all customers and the decoration is
the combination between classic and modern styles so the target market is various.
• Demographics:

 Age ranges: the age from 25 to 54 years carry 44.4 per cent of the whole population in Vietnam
(Vietnam Demographics Profile 2013, 2013) which is the main target of Highlands Coffee.

 Income: Low – Medium.

 Potential customers:

 The medium class and young people are main customers of Highlands Coffee. They would like to drink
coffee that has a brand like Highlands Coffee rather than unknown ones (Solution to marketing services
for Highlands Coffee, 2012).

 The customers are business people who discuss about their contracts or find new partnership here.

 Highlands Coffee also attracts lots of foreigners because they think it has a familiar style and taste with
the famous coffee brands around the world.

• Geographic:

 Location: in big cities as Ho Chi Minh City, Ha Noi or tourist center like Da Nang City and Nha Trang
City.

 Site:

 Office Buildings

 Commercial Buildings

 At the corner of intersection, lake view.

An unique mix between Robusta and

Arabica coffee beans, slow drip

brewed through a Vietnamese

traditional “Phin” filter. Add ice and

condensed
Size: Small/Medium/Large

Price: 29,000 vnd/35,000 vnd/39,000

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Benefits: Keep you awake, bring a

slower pace of life and enjoy

conversation in a slowly way.

Tea

Made from Vietnam’s rich tea

heritage, add fresh fruit and topping,

serve with our without milk

Size: Small/Medium/Large

Price: 39,000 vnd/49,000 vnd/55,000

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Benefits: Fresh, good for health, for

customer who can not drink coffee

Freeze

Natural Vietnam ingredients with

blended with ice and add jelly

Size: Small/Medium/Large

Price: 49,000 vnd/59,000 vnd/65,000

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Benefits: cold drinks, a good way to

indulge your da