Cheer Up Soul Team - Final IMC Lecturer: Đặng Tuyết Mai

IMC PROPOSAL FOR

STARBUCKS
®

AT HOME

MEMBERS:
Trương Thành Long Huỳnh Nguyễn Gia Hân
Nguyễn Đình Tiến Võ Thị Tú Anh
Nguyễn Tuấn Kiệt Phan Minh Phương
 LIST OF CONTENTS
7. BIG IDEA
key message
1. MARKET AND COMPETITOR ANALYSIS key hook
key assets

2. BRAND ANALYSIS 8. MEDIA STRATEGIC

social
online news
3. CHALLENGE AND OBJECTIVES

9. GOAL
4. TARGET CUSTOMER ANALYSIS

10. CAMPAIGN FRAMEWORK

5. CUSTOMER INSIGHT

11. MASTER PLAN

6. STRATEGIC APPROACH

12. BUDGET AND KPIS

MARKET ANALYSIS
VIETNAM COFFEE MARKET AND OPPORTUNITIES FOR INSTANT COFFEE

In 2022, the global coffee price level tends to recover strongly

compared to 2021.
By the fourth quarter of 2022, coffee prices dropped sharply
due to the impact of high interest rates and the world
economic recession.
Vietnam exported nearly 1.8 million tons of coffee to the world
market in 2022.

⇨ Still face many challenges and difficulties.

MARKET ANALYSIS
INSTANT COFFEE MARKET SHARE

In recent years, the Vietnamese coffee market

has become very interesting and competitive, as
large coffee processing plants continue to grow
and operate strongly.

⇨ The demand for instant coffee in Vietnam

market continues to grow.
 The chart evaluates the level of strong and light taste of brands

Starbucks At Home
Nescafe
Vinacafe
Là Việt
Runam
Highlands
The Coffee House
G7
Milano Coffee

The chart shows the preference for drinking coffee

https://forms.gle/3LS8tWRTQSq8V1ZM6
 The chart shows how well the brand fits with its self-image

https://forms.gle/3LS8tWRTQSq8V1ZM6
 PRODUCT PRICE

1 hộp/15 gói 1 hộp/20 gói 1 bịch/24 gói 1 bịch/20 gói 1 hộp/40 gói
25.000đ 50.000đ 80.000đ 60.000đ 80.000đ

1 hộp/12 gói 1 hộp 1 hộp/4 gói 1 hộp

130.000đ 83.000đ 140.000đ 230.000đ
 POSITIONING MAP of INSTANT COFFEE MARKET

STRONG TASTE

LOW PRICE HIGH PRICE

LIGHT TASTE
 BRAND ANALYSIS
According to a Euromonitor report published
recently, Starbucks holds nearly 3% of the market
share.

Starbucks has 78 stores in Vietnam one of the

coffee brands with the largest number of stores.

Constantly conquered consumers through product

quality and efforts to contribute to the community.

Affirming its position in the premium coffee

segment, carefully curates and controls their public
image

In 2022, Starbucks Vietnam was honored in the

category of "Excellent Enterprise 2022" Group B.
CHALLENGES FOR INSTANT COFFEE

& OBJECTIVE Going to café has become a culture.

Coffee must have strong taste.
OF COMMUNICATION Instant coffee is just a "savior" drink.
The demand for instant coffee comes
mainly from the office.

FOR "STARBUCK AT HOME"

Increasing penetration among the
right target group by:
Driving the targeted awareness
Maintaining excitement.
 CHALLENGES
& OBJECTIVE
OF COMMUNICATION

BUSINESS OBJECTIVE
Gain the penetration & market share in super premium instant coffee.

MARKETING OBJECTIVE
Inspired to create a Coffee Corner At Home & amplify the spirit of creating their own coffee experience.

COMMUNICATION OBJECTIVE
Easy to elevating the experience of daily coffee ritual at home with Starbucks even not a coffee expert.
 TARGET CUSTOMER

GENDER: Male and Female AGE: 25 to 40 years old

LIVE IN: Hanoi and Ho Chi Minh city INCOME: high income (A)

BEHAVIOR: love coffee, want to enjoy high-quality coffee anytime,

anywhere, and look for a cost-saving and convenient solution to enjoy
coffee.

LIFESTYLE: simple, modern, need to save time, like use conventional

products to optimize their lives.
Customer Insight: GENMZ?
Who are they?
People who are in Millennials and Generation Z
Primary TA: 20 - 29 years old
Career focused, ambitious

How we describe them?

CREATIVE LIFE-EXPLORERS & COOL SOCIAL EXPRESSER
They’re incredibly self-reliant, resourceful, and pragmatic.
They confidently believes in the power of individuals (like
themselves!)
They are the progressiveness – who socially connected
and communities driven to gain recognition & lead the
change by their creativity.
 "ĂN SẴ N" GENERATION?

Everything you do,

people assume it's easy
Where self-efforts are
not recognized
Let the echoes
of effort are

recognized!
 Strategic Approach
4 STEPS
STEP 1 STEP 2 STEP 3 STEP 4
We trigger the
audience by cover Identify the meaning, Spread the heat with
social and Online
through that we build Release the post from influencer
News about the
emotional attachment Video Impress on social platform,
of this between the hashtag, ...
insight concept. story and our TA.
 Key Message Propose

Starbucks® at home

Starbucks will accompany with you on

this journey of self-development

Confront the prejudice

So that summer is not wasted, and

all resources can be utilized.
 Key Message Propose

Starbucks® at home

Unique
Unique position
position of
of Starbucks
Starbucks
Is it posible to have an impact to people behaviour throught a story?
At Starbucks, we believe the story should enhance, embrace and empower the world around us.

The unique position of Starbucks:

Companion
Started in 2013 - Now is 2023
We have so much to tell, to inspire
The thing that only Starbucks can do

"You are free to live the way you like and do remarkable achievements."
 Campaign Hook Propose

Starbucks® at home

"Be a Star
With just few Bucks"
To make each individual to be a star and shining with their own sky,

Starbucks launched this campaign not to include more than just a new

type of driking - Starbucks At Home. To bring the creativity, the passion of

every single person in Vietnam - a lead to this new trend - the original

coffee at home - to join with the individual on their path to choose.

 Key Asset Propose

Starbucks® at home

The video start with Son Tung MTP phrase:

"Muốn ngồi ở vị trí không ai ngồi được,

Video Impression
Thì phải chịu được cảm giác không ai chịu được."

Metaphor for a generation that was not understood, despite the

"great" things that it had achieved - the society took it for granted -

having been opened up by the previous generation.

A coffee corner at home, and Son Tung M-TP making his own

Starbucks At Home :

"Vậy .... bạn đã trải qua điều tương tự hay chưa?"

Unfold videos about each person get up in the morning, then they

get them self a coffee - and they choose Starbucks At Home.

Everyone need a friend, a companion to "wake" them up, to go out

there challenge themselves, looking for an opportunities. Cause

every victory is painted with a star.

Be A Star - with just a few bucks

 Key Asset Propose

Starbucks® at home

Companion
Looking back on our own journey, and knowing that out there there are also countless young
people that are suffering from many thoughtless observations, especially social networks.

However, Starbucks has chosen to speak up, from 2013 to 2022 - nearly a
decade for Starbucks to have nearly 100 stores in Viet Nam.

To be along with the communication message "Confront the prejudice",

Starbucks wants everyone to not focus on unrealistic judgment and shine in their own way.

"Be a Star"
 Key Asset Propose
Companion
Starbucks® at home

Starbucks x Son Tung M-TP member card

(LIMITED EDITION)

By purchasing Starbucks At Home, customers will be given Son Tung limited member card.
The use of Son Tung's image on the special edition card is not just for attracting buyers
and generate good sales for the product, but also can spread the campaign.
Why
Why we
we choose
choose those
those channels?
channels?
 Social Platform
There were 76.95 million social media users in Vietnam in January 2022.
The number of social media users in Vietnam at the start of 2022 was equivalent to 78.1 percent
of the total population.

Facebook: Facebook ads reach in Vietnam was equivalent to 71.4 percent of the total
population at the start of 2022.
Tik Tok: TikTok ads reach in Vietnam was equivalent to 55.4 percent of the local internet user
base at the beginning of the year, regardless of age.
Instagram: Instagram ads reach in Vietnam at the start of 2022 was equivalent to 16.2 percent
of the local internet user base.
Youtube: YouTube ads reached 86.7 percent of Vietnam’s total internet user base (regardless
of age) in January 2022.
Source at: We are social Digital 2022: Viet Nam
 Online News
To show about the important affect of this campaign, and to let the public
see that Starbucks not just selling coffee.
 GOAL OF CAMPAIGN
Starbucks® at home

Target:
- Within 3 months, Starbucks At Home increased sales by 30% at Starbucks
stores nationwide and the official website of Starbucks Vietnam.
- Increase the awareness of Starbucks At Home products.

KPIs:
- Budget: 3,000,000,000 VND
- Reach 15 million reach within 3 months.
- 900,000 visitors go to the website.
CAMPAIGN FRAMEWORK

Store
Online News
MASTER
PLAN
CONTENT DIRECTION
TIMELINE
BUDGET AND KPI
 Table 11.1 Budget allocation reasons
Print media
PR 3% Type Reasons
6.6% Ads
16%
Spend little money on it because starbuck's Viet Nam social
networking platforms like Facebook, instagram have been very
Social Media
developed and have a large number of likes.
Home Pages
Fanpage: 595.205 followers
IG: 111.000 followers

Because there is a viral clip associated with Son Tung M-TP, so

Ads
spend a lot on this activity to increase the virality.

Invest in KOL channel the most because according to the big

idea of ​the "Be a star" campaign, we choose KOL, Celeb has
KOL influence and they talk about their hard journey to become a
star. Thereby giving them motivation and encouraging them to
use “starbuck at home”.

Choose newspapers with Target audience similar to Starbucks to

PR
better communicate the campaign to the right audience.
KOL
72.7%
Because of setting sales goals, it is necessary to combine the use
Print Media of Son Tung's image on the special edition card to attract buyers
Budget allocation chart and generate good sales.
 SOURCE BUDGET AND KPI
SOURCE
DATA REFERENCE TIME CONTACT
https://mangoads.vn/ 03/04/2023 02866805450

Social Ads
https://adsnetwork.com.vn/ 04/04/2023 0938564889 - Mr.Hoang

https://smartretail.com.vn/ 03/04/2023 0935 888 489

Display Ads
http://richmedia.com.vn/bao-
gia/display-ad 04/04/2023 0243 555 1452

Mango Digital - Mr Lucas - MD 05/04/2023 FB Pham Hoang Long (Lucas)

Influencers
Khang Media - Mrs Tuyen 05/04/2023 Zalo

PR Articles Mrs Trinh - PR lecturer 05/04/2023 Zalo

Print Media http://inkythuatso.com 04/04/2023 901319365

 Conclusion
We believe: “Be A Star with just a few Bucks” is a very
meaningful campaign to encourage those who are trying
day and night to become a star. Although they have not
been recognized by many people, it is certain that
Starbucks always accompanies and recognizes their efforts.

Starbucks At Home