SEMESTER 1/2022

PRODUCT MANAGEMENT

FINAL REPORT
COPPER COW COFFEE
PACKAGED EGG COFFEE

11210794 Trần Việt Anh

11211240 Trần Hải Đăng
GROUP 11219710 Lương Nguyễn Mai Khanh
15 11213694 Nguyễn Thị Quỳnh Mai
11219781 Nguyễn Lê Phương
11215696 Nguyễn Hương Trà
Word count: 6797
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TABLE OF
CONTENTS
01 02 03
Executive General Product Mission and
Summary Information Goals

04 05 06
External Internal Budget
Environmental Environmental
Factors Factors

07 08 09
Timing Control and Conclusion
of Actions Review
Mechanisms
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01
EXECUTIVE
SUMMARY

1, Overview and project aim

2, Outline of process and planning stage
3, Outline initial stages and prototype testing
4, Outline of the evolution of the device and modifications
5, Summary an indication of the business outcomes expected
to achieve

COPPER COW COFFEE


EXECUTIVE SUMMARY
1, Overview and project aim
This project is about making a Pour-over
Coffee which is accompanied by Copper Cow
Coffee. The primary purpose of the
assessment is to diversify the taste of coffee in
the USA.
2, Outline of process and planning stage
First, the team conducted research on the
original product in Vietnam. The idea for a
new iteration of the original concept would be
conceived and tested. After that, there would
be drawings that discuss the overall product
and we move on to shape the product
development. Next, marketers would discuss
their marketing strategy and business analysis,
this was followed by a financial assessment. A
number of significant risks and preventive
measures would be considered in order to
minimize failure. Finally, the product would
be tested in the market and marketed.
COPPER COW COFFEE
PACKAGED EGG COFFEE
3, Outline of initial stages and prototype
testing
Members of the team participate in the
creation of ideas in order to compile a list of
ideas before ideas are evaluated. After that, a
concept testing procedure would be followed,
this would involve surveys and market
research in the U.S. to obtain data and
information about customers. Next, we
attempt to reduce both internal and external
threats before creating the product. This
procedure involves members discussing
marketing and promotion strategies and
evaluating the company. Finally, we conduct
market research and discuss the possibility of
launching the product in the national market.
4, Outline of the evolution of the device
and modification
All aspects of the product were modified to fit
with the USA market to confirm that the final
product would meet the criteria and needs of
customers and it would work
efficiently.
5, Summary an indication of the
business outcomes expected to achieve
The principal expectation of the business
outcomes was that the product would become
a Cash Cow. Thus, a fund could be raised and
donated to charity organizations. Additionally,
a goal was to spread Vietnamese coffee to
every part of the world.
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02
GENERAL PRODUCT
INFORMATION

1, Product Description
2, Company Description

COPPER COW COFFEE

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GENERAL PRODUCT
INFORMATION
PRODUCT DESCRIPTION
- Our new product is ‘Packaged Egg Coffee’ - a Vietnamese traditional drink.
- ‘Packaged Egg Coffee' includes Robusta coffee with condensed milk, freeze-
dried foaming egg yolk that creates a creamy custard layer.
- In each box, there are total 8 Egg Coffee sets, each set includes:
1 serving of Vietnamese Robusta black coffee.
1 serving of freeze-dried foaming Egg yolk.
1 serving of Condensed Milk.

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GENERAL PRODUCT
INFORMATION
COMPANY DESCRIPTION

Copper Cow Coffee was founded by Debbie Mullin,

whose mother came to the U.S. from Vietnam as a
refugee, in 2017.
She was inspired to create a product that combined
the Vietnamese culture she experienced at home with
a transparent and ethical supply chain that could
support business growth in the developing nation.

History of formation and development

In its fourth year, Vietnamese coffee company
Copper Cow Coffee brought a whopping $8.5M
through Series A Financing.
The funds are being utilized for the company's
product innovation and expanding distribution to
eventually bolster the revenue numbers.
Arborview Capital and Cultivian Sandbox co-led
the Series A round with Stormbreaker Ventures,
Montage Ventures, Social Starts, Silverton Partners,
CRCM, and Siddhi Capital.
Copper Cow Coffee secured $2 million seed
round funding from Silverton Partners, Social
Starts, AmplifyHer Ventures, Mortgage Ventures,
and CRCM a year after launch.

The main product is Vietnamese Pour Over Coffee

COPPER COW COFFEE

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GENERAL PRODUCT
INFORMATION
COPPER COW COFFEE'S PRODUCT PORTFOLIO
Coffees Creamers Lattes Teas Sets

Classic Black Classic Latte to Love

Peppermint Latte Chai Tea Latte
Ground Coffee Creamer Bundle

Classic Black Pour Peppermint Holiday Sampler

Mocha Creamer Matcha Tea Latte
Over Coffee Mocha Latte Advent Calendar

Churro Ground Hazelnut

Churro Latte Latte Gift Set
Coffee Creamer

Classic Pour Over Pumpkin Spice

Best Sellers Set
Coffee Latte

Vanilla Ground
Classic Latte
Coffee

Vanilla Pour Over

Mocha Latte
Coffee

Salted Caramel
Vanilla Latte
Coffee

Salted Caramel Pour Salted Caramel

Over Coffee Latte

Lavender Pour Over

Rosemary Latte
Coffee

Classic Decaf
Decaf Black
Latte

Lavender Latte
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03
MISSION AND
GOALS

1, Mission
2, Goals
3, Core Values

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MISSION AND GOALS

OF THE FIRM
MISSION
Copper Cow Coffee is constantly striving to become a reputable, reliable and
well-known brand. Packaged Egg Coffee's mission is to provide the world with
a quality, convenient and traditional Vietnamese coffee product. This new
product has the potential to become an integral part of people's daily lives and
earn the loyalty of all customers.

GOALS
Copper Cow Coffee will implement a market-
leading plan to rapidly occupy the market for
Packaged Egg Coffee to increase
competitiveness, focusing on increasing the
market share, product capacity and quality of
traditional coffee.
CORE VALUES
Be a good citizen: We believe that
sustainability is our responsibility and that’s
why we source high-quality coffee directly
from organic farms in Vietnam and pay our
farmers twice the market rate.
Bring others along: Experiences are better
shared. We’re proud of our Vietnamese
American heritage and the opportunity to
bring an authentic Vietnamese coffee
experience to others.
Act like owners: Ownership means
responsibility and accountability. We take
pride in our products and strive to improve
quality and the overall experience whenever
possible.
Fail forward: Things can’t always go
according to plan, but we see every failure
as a learning opportunity and a chance to do
better.
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04
EXTERNAL
ENVIRONMENTAL FACTORS

1, Product Category Demand

2, Competitors
3, Macroeconomic Factors

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PRODUCT CATEGORY
DEMAND
Due to the hectic lifestyle, most people prefer to consume Ready-to-Eat and
Drink (RTE and RTD) products, such as instant coffee that can be consumed
just by adding hot water. The global instant coffee market size was valued at
USD 61.7 billion in 2020 and is expected to grow at a CAGR of 6.1% from
2021 to 2028.

DEMOGRAPHIC
Age: under 35
Gender: All genders
Geographic location: all over the world, especially in the USA
Lifestyle: People who have busy lifestyles and longer working hours,
prefer convenience

PSYCHOGRAPHIC
Dealing with longer working hours and busy schedules.
Turn to consuming instant coffee due to its convenience.
Want tasty-as-barista-made flavour and a reasonable caffeine amount
contained in the product for staying focused and keeping awake during
the shifts.
Want to build healthy lifestyles but do not have enough time.

PURCHASE BEHAVIOR PATTERN

They often buy instant coffee products through offline sales channels
(ref): supermarkets, grocery stores, favourite coffee shops,...
The buying decisions often rely on catchy product’s appearance, flavour,
price, and the knowledge they already have had about the product.
They will keep trying many different instant coffee products until they
find a favourite one.
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COMPETITORS
DIRECT COMPETITORS

Chamberlain Blue Bottle

Coffee Coffee
PRODUCT PRODUCT
Similarities: Similarities:
- Single serve/ground coffee pack - Single serve/ground coffee pack
- The visual design of packaging Differences:
Differences: - No flavored coffee
- No flavored coffee - No uniqueness in product design
- No uniqueness in product design
PRICE
PRICE $13 - $28
$16 - $22 STRENGTHS
STRENGTHS - Wide product portfolio → aim of offering
- Wide variety of product → multiple options for customers delicious, full-flavored coffee
customers to choose - Develop business without losing brand’s
- Coffee made from ground coffee and whole soul: to serve coffee made of fresh beans
coffee beans → attract buyers who want to - Higher coffee quality with lower cost
purchase high-quality coffee WEAKNESSES
- Have loyalty program called Club Chamberlain - Unable to understand customer’s needs and
expectations → ineffective marketing
WEAKNESSES strategy
- The taste of coffee does not adequate to the
- Draw criticism from the environmentalists
price
for its poor waste management
- Have trouble fulfilling orders of customers
- Cash shortage → negatively affect the
- Innovative package (have grain texture where
overall business performance
the grounds collect) → affect customer’s
- Some complaints about poor customer
experience
service
TOTAL SALES IN 2019 TOTAL SALES IN 2019
12 million USD 295 million USD
SEGMENT SEGMENT
0.0009% 0.02%
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COMPETITORS

COPP ER COW COFF EE

INDUSTRY GIANTS

Starbucks The Coffee Bean &

PRODUCT
- Whole Bean Coffee
Tea Leaf
- Ground Coffee PRODUCT
- K-Cup Pods Coffee - Coffee - Decaffeinated - Easy-Latte
PRICE - Flavored - Ground - Organic
$9 - $38 - Regular - Reserved - Seasonal
STRENGTHS - Single Origin - Whole Bean
- Strong brand identity: the most popular
PRICE
brand in the food and beverage industry $10 - $49
- Strong financial performance
STRENGTHS
- High quality, taste and standardization → - Good positioning of locations: located in
great emphasis on customer experience the most popular, high-traffic areas of each
- Extensive international supply chain Asian market
- Have efficiency strategic plan - Product ingredients have high quality
WEAKNESSES - Outstanding combinations → good quality
- The price is quite high → reduce of input and output
affordability for consumers - The knowledge and skills of its leaders
- Doesn’t have the unique product
WEAKNESSES
- Recall a lot of in-demand products → - Franchisee’s policy: focus on specific
negatively affect the brand image niche markets than the general public
- Unethical procurement practices → - Limit the target customers to youngster,
harmful to the environment and even young adults → limit brand’s reach
- General standards for most products in and customers’ choices → lose potential
different markets customers
TOTAL SALES IN 2019
TOTAL SALES IN 2019
2.3 billion USD Above 800 million USD
SEGMENT
SEGMENT
18% 6.1%
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MACROECONOMIC FACTORS
Current Threat /
Factor Influence
Status Opportunity

This has led to the difficulty

of the company’s fundraising,
is tightening which means, the company
Political Monetary due to the may not reach its goals
Threat
Factor Policy high interest (increasing sales
rate revenue/segments,...) because
of the shortage of money for
sales/marketing activities.

Rate of
7.7%
Inflation
The increasing of interest rate
Interest Rate 3.98% and rate of inflation have led
Economic to the raising of the CPI - the
Threat
Factors cause of high production cost
Employment and increase in owned
3.7%
Rate product’s price.

CPI 298.012

The Internet and Social

Media are penetrating deeply
into people’ buying habits.
They receive information
about products mainly on
Online
digital platforms (mostly in
Social Consumer consumer is
Opportunity passive ways) and tend to
Factor Habit raising
shop online. This means, it is
significantly
a company's opportunity for
product promotion through
digital platforms to push sales
revenue.
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MACROECONOMIC FACTORS
Current Threat /
Factor Influence
Status Opportunity

The Internet is penetrating deeply into

people’ buying habits. Nowadays,
people tend to spend more time on
online activities than ever. Online
Internet of
Technological Internet customers are rising and it is the
things Opportunity
Factor Connectivity company's mission to build the best
(IoT)
experience for their customers on
online platforms, in order to help
customers feel fulfilled and satisfied
as well as shopping at stores.

The severely polluted environment in

the USA has led to the change in
consumer habits: they tend to be more
aware of health, so that they now
consider consuming organic food and
Severe are more concerned about eco-friendly
Environmental
Pollution pollution Opportunity products than ever. Fortunately, the
Factor
(air, water) company’s products are totally made
of organic materials, so it is an
opportunity for the company to
promote and sell products, and also to
design catchy “green” product
packages.

It’s subject to a wide range of laws on

how it should be stored, transported,
and brewed. Further to this, coffee
The food
contains large amounts of caffeine, so
standards
Food it’s subject to caffeine standards in
Legal Factor are Opportunity
Standards some parts of the world. These
becoming
standards are only becoming tighter
tighter
with time, but safe coffee handling is
so easy to get right that it shouldn’t be
a problem for the industry.
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05
INTERNAL
ENVIRONMENTAL FACTORS

1, Forecasting Market 5, Product

Potential 6, Pricing
2, Target Market Segments 7, Placement Strategies,
3, Strategies of the Firm Action Plans and Assessments
4, Current / Proposed 8, Promotion Strategies,
Marketing Strategies Action Plans and Assessments

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FORECASTING
MARKET POTENTIAL
As reported by Statista, revenue in the Instant Coffee segment amounts
to US$15.37 billion in 2022, and the market is expected to grow
annually by 6.95% (CAGR 2022 - 2025). The market for Instant Coffee
segment is expected to show a volume growth of 6.1% in 2023.
Therefore, this is a very potential market for Copper Cow Coffee to
develop a new coffee product.

COPPER COW COFFEE


TARGET MARKET
SEGMENTS
SEGMENTATION
The Instant Coffee market in the U.S
was estimated at US$13.1 billion in
the year 2019, while revenues
generated from the instant coffee
segment of Starbucks were US$2.3
billion, or around 18% of the instant
coffee industry in the United States.
Copper Cow Coffee made US$1.6
million in total sales in 2019, which
was equivalent to 0.012% of U.S
instant coffee market share. Our brand
is striving to increase the market share
of Copper Cow Coffee to 1%.
PACKAGED EGG COFFEE
TARGETING
When Copper Cow Coffee strived to launch a new
product such as Packaged Egg Coffee, Copper Cow
Coffee used target market segmentation to target
certain customers. We focused on psychographic
segmentation approach (lifestyle, hobbies, activities,
opinions,...) and divided the market into 3 consumer
segments:
Specialty coffee drinkers
Asian - American consumers
People care about sustainability
Copper Cow Coffee concentrated our marketing
efforts on the first and second segments. Because
the core buyers of our brand are people under 35
year-old specialty coffee drinkers. And about
Asian - American consumers, this was one of the
highest growing income demographics in the USA
and had the highest growth in terms of their
consumption power. These Asian - American
consumers also tend to be more traveled and more
savvy about understanding the quality of ingredients
and be willing to spend more for a better quality
product.
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TARGET MARKET
SEGMENTS
POSITIONING Positioning allows Copper Cow Coffee to set
our product apart from the competition in the
minds of our target audience. There are a lot of
coffee brands that do something similar to us,
so we need to find what it is that makes our
brand stand out. According to segmentation and
targeting market, we create a perceptual map for
Copper Cow Coffee with 2 factors: quality and
cultural uniqueness.

We can easily identify where Copper Cow Coffee could position in the
market through the perceptual map above. There is a gap at the
intersection of high quality and great cultural uniqueness, and
Copper Cow Coffee chose to fill it.

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PACKAGED EGG COFFEE
STRATEGIES OF
THE FIRM
STRENGTHS
1, Copper Cow Coffee is known as a brand of equitably
and sustainably sourced Vietnamese coffee → attract
customers who care about the environment.
2, Copper Cow Coffee has a variety of products: coffee,
creamer, latte, and tea → increase brand quality
perceptions → positively affect brand choice.
3, Copper Cow has a remarkable sense of design in their
branding, consistent across every customer touchpoint —
from social media to packaging to store pages → embody
the brand's personality.
4, All packaged products of Copper Cow Coffee are more
convenient compared to other coffee brands: pour-over
kits and no equipment needed → satisfy a large number of
customers.
5, All products of Copper Cow Coffee have reasonable
price (~ $2.25/servings) compared to average price a Scup
of coffee in the U.S (~ $2.6/cup)
OPPORTUNITIES O TTHREATS
1, Trend adaptation
Responsible sources: high-quality organic coffee beans
are sourced directly from Vietnamese farms.
Homemade convenience: easy-to-make self made
pour-over coffee but still delightful as coffee made by
barista.
2, Opportune context
Online consumers are rising in the IoT (Internet of
Things) context, and the polluted environment has led to
the increase in people’ health awareness and governments’
policy of food safety inspection. These are opportunities
for for the company to promote the value and sell products
WEAKNESSES
1, Copper Cow Coffee’s beverage product line is still
limited (focusing on Vietnamese coffee and tea) →
limited choice for customers
2, It is difficult to bring about the best flavour
because all products of Copper Cow Coffee are
packaged, the taste depends on the way customers brew
3, Vietnamese coffee is not yet popular in U.S. market
W
1, Cultural Distance
Egg Coffee needs to be savored with strong coffee,
according to Vietnamese culture. Meanwhile,
Americans prefer americano, which is much lighter.
The difference of taste may cause disadvantages for
this new product.
2, Strong existing competitors
In the American Instant Coffee Market, there are
already some mainstream brands and products
which are really favourable because they are
suitable to Americans’ flavour.
3, Supplying enough quantity of high - quality
ingredients
The Robusta coffee bean harvest relies on weather
& climate. Not only the quantity, but also the
quality is affected. This is a challenge to prepare a
backup plan if a bad harvest occurs.
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STRATEGIES OF
THE FIRM
ANSOFF MATRIX

With this new product Packaged Egg Coffee launching, Copper Cow Coffee
uses a specific growth strategy Product Development based on ANSOFF
matrix. The brand focuses on introducing new products to an existing
market. A business that firmly has the ears of a particular market or target
audience may look to expand its share of wallet from that customer base by
launching a new product, and Packaged Egg Coffee is the new product
Copper Cow Coffee wants to launch this time.

Copper Cow Coffee produces and sells Vietnamese coffee in the USA that
are interesting with coffee lovers, frequent coffee drinkers, and those who are
open to trying new flavors, or interested in Vietnamese coffee. In an effort to
capitalize on the brand’s popularity and loyalty with these features of target
customers, the brand invests heavily in the new line of coffee - egg coffee -
and hopes that the existing target market will adopt it.
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CURRENT
MARKETING
STRATEGIES

Innovation is at the heart of Copper

Cow Coffee’s product strategy, so that
with this new product, our brand wants
to develop our product lines to bring
sustainability and a little extra coffee
joy to customers.
In addition, educational landing pages
are a big part of our brand’s marketing
strategy, because Vietnamese coffee is
fairly new to the U.S market and can
be tricky to understand. The how-to
videos with very simple style can help
audiences to fully understand the
product, thereby increasing chances of
conversion.

With the above general strategies, we

make the decision to develop a new
product called Packaged Egg Coffee.
And we have the following 4Ps
marketing initiatives.

COPPER COW COFFEE

 BRAND
CONSIDERATIONS

Brand name: ‘Copper

Cow Coffee’
Product name:
‘Packaged Egg Coffee'.
Tagline: ‘A Sip Of
Specialty'

PRODUCT
PRODUCT COMPONENTS

PACKAGING There are total 8 Egg Coffee sets,

CONSIDERATIONS each set includes:
1 serving of Vietnamese Black
coffee.
1 serving of Egg Cream.
1 serving of Condensed Milk.
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PRODUCT
PRODUCT COMPONENTS

Logo Color pallete

Graphics

A symbol of Vietnamese Flag

A graphic symbol of Vietnamese Egg Coffee
Each box will be printed with different graphic images of famous
attractions in Hanoi, which states the product's origin

COPPER COW COFFEE

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PRODUCT
PRODUCT COMPONENTS

Packaging of the box Packaging of Egg Cream serving

Instructions: How to make
the perfect cup
The story of Vietnamese
Egg Coffee's origin, Copper
Cow Coffee's mission
Packaging main color: light
yellow
Graphic image of famous
attractions in Hanoi
Provide instructions

Packaging of Condensed Milk serving

Packaging of Coffee serving
Packaging main color: dark
brown
Provide instructions
Graphic image of famous
attractions in Hanoi

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PRODUCT
PRODUCT COMPONENTS

Instructions and information for customers: A folded piece of paper will

be added inside the box with the instructions on how to mix a delicious cup
of egg coffee including the QR code to the tutorial video link and the texts.

QR code:
Tutorial video, the origin of Vietnamese Egg Coffee.
Feedback, rate the product on the website to receive coupons.

Customer services:
Attach some recycled tissues with
each product for consumers after
using
Contact customers to learn more
about the experience and resolve
any problems that may have
arisen.
Give coupons and accumulate
points for customers
Employees at sales locations are
trained in professional skills and
attitudes.

COPPER COW COFFEE


PRODUCT
PRODUCT MODIFICATIONS
Our new product is Packaged
Egg Coffee - a Vietnamese
traditional drink.
The product includes 8 packs of
Robusta coffee with condensed
milk, freeze-dried foaming egg
yolk that create a creamy
custard layer.
The biggest USP of Copper
Cow Coffee is that it Contains
No Additives or Artificial
Ingredients.
COPPER COW COFFEE
PACKAGED EGG COFFEE
POTENTIAL COMPETITOR
ACTIONS / REACTIONS
Currently, there are no packaged
Vietnamese egg coffee products
on the US market. This is a
traditional drink in Vietnam, so
it's still brand-new to most
consumers in the US.
We have a stable number of
devoted customers, we've
adapted to modern technology,
we use high-quality ingredients,
and we have the advantage of
having appeared in several well-
known television programs. We
are confident that we are in the
lead in this new market, and
none of our rivals can offer
products at prices lower than
ours.

PRICE
PRICING
OBJECTIVES
Long-term financial success
Goals to increase market share
Being considered a ‘fair’ business by
customers
Generating excitement and interest in the
product (usually associated with a new
product introduction or an inventory
reduction)
Increase foot traffic both online and
offline
PACKAGED EGG COFFEE
COPP ER COW COFF EE
IMPACTS ON
OTHER Ps
1, PRODUCT
It is clearly evident that the price has a great
impact on the product. Copper Cow Coffee
set the price lower than popular brand coffee
and equal or slightly higher than direct
competitors to penetrate the market easily. In
spite of medium pricing, Copper Cow
Coffee always tries to bring high-standard
quality and service to each customer.
2, PLACE
Due to the characteristics of Copper Cow
Coffee, we do not need to rent expensive
locations. Currently, we are successfully
selling products through a three-level
distribution channel that includes
manufacturers, agents, wholesalers, retailers,
and consumers. Additionally, the
combination of sales made through websites,
online merchants, and web service
providers diversifies the types of purchases
made.
3, PROMOTION
Our target market consists of coffee lovers,
frequent coffee drinkers, and those who are
open to trying new flavors. Increase reach
and media coverage by advertising, increase
promotion and consolidate customer
loyalty to build a good brand image among
customers.
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PRICE
COMPETITOR PRICE ANALYSIS
PRICE ANALYSIS
Copper Cow Egg Coffee will have a retail
price of $18 for 8 packs on the list. We
choose this price based on:
Similar product/ service or ideas: Most
of the products owned by Copper Cow
Coffee are priced from $16 to $18.
Competitor Prices, Primary Market
Research
Manufacturing Cost: High-quality
coffee directly from organics farm in
Vietnam and pay our farmers twice the
market rate, packaging, etc

COMPETITORS PRICE
INDUSTRY GIANTS:
Starbucks: $9 - $38
The Coffee Bean & Tea Leaf: $10 - $49
In general, the price of our product when
compared to that of other big coffee brands
(example: Starbucks) has a clear difference.
Partly, the high price results from the value,
the strength of the brand, the customer
service (staff’s attitude) and especially high-
quality, taste and standardization which
highly concentrate on customer experience.
They use premium pricing because of the
experience that they offer to customers. High
pricing like that brings a barrier to them that
they cannot reach a variety of customers, they
only focus on from stable to high-income
bracket.
DIRECT COMPETITORS:
Chamberlain Coffee: $16 - $22
Blue Bottle Coffee: $13 - $28
On the other hand, the price of some
direct competitors is not much different.
In spite of the low brand identity, they
take quality of products into a big
consideration. Like Copper Cow Coffee,
high-quality coffee is one of the most
important factors that attract customers.
When competing directly, focusing on
production and product development
helps us win. Especially, at the same
price, customers are willing to pay to try
and enjoy a new taste, a characteristic
culture of another country.

Conclusion
The coffee industry is a potential market all over the world and the demand for it is increasing
higher and higher. In the near future, a lot of businesses will appear more and want to penetrate the
market. To stand in the marketplace, the company must create a difference in products and services
to attract more customers. In terms of price and product quality, Copper Cow Coffee outweighs
both direct and indirect competitors.
PACKAGED EGG COFFEE

PRICE
CRITERIA FOR The chosen type of pricing policy:
Penetration
PLANNED PRICE - Strategy: Lower prices at launch
ADJUSTMENT - Goal: Attract a large number of customers
We will use the trial with limited budgets
sale campaign and give - Target Audience: Price-sensitive customers
- Advantages:
free cups of egg coffee
More customers
from our products. And
Market leadership
we will sell a certain
Increased brand loyalty
amount of products at a Less competition
reasonable price for a Lower cost
certain number of first - Disadvantage: Can devalue product
customers. - Best for: Mass market products

POTENTIAL COMPETITOR ACTION /

REACTION
Two most likely reactions:
Case 1
Keep prices unchanged and promote
communication and advertising to attract more
customers
Lower prices than Packed Egg Coffee products
and offer many attractive policies and services
Case 2
Continue to focus on customer experience and
customer satisfaction by constantly improving
product quality along with promoting advertising
Not lower the price because this will reduce
profits, come up with unique campaigns to make
customers feel excited and impressed.
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PLACE
Currently, Copper Cow Coffee has
a distribution system stretching from
north to south, and products reach
consumers through retailers, e-
commerce platforms, and the official
website.
RETAILERS
With the trust and support of consumers along with the continuous efforts of the brand
development team, Copper Cow Coffee has now "covered" more than 5000 points of sale at
distribution systems in the USA:
Sprouts Farmers Market: 374 stores nationwide.
Whole Foods Market: more than 500 stores in the USA.
Walmart: 4,742 stores in the USA.
H-E-B: more than 340 stores throughout the U.S. state of Texas and in northeast Mexico.
Foodland: 31 stores nationwide.
Because people purchase beverages at the retail store above, it's indirectly revealed to Copper
Cow Coffee how interested they are as a person via their personality, tastes, and geographic
location. Additionally, the branded points chosen by many customers indicate their perceived
level of interest in the company. By researching and developing products based on consumers'
preferences and locations, companies can build relationships with customers and create new
relationships with potential customers. This is also why retailers help develop relationships
between buyers and makers through the process of getting products into their hands.

OFFICIAL WEBSITE E-COMMERCE CHANNELS

Copper Cow Coffee's website
(https://coppercowcoffee.com/) helps
provide the most detailed product
information outside of any retail
stores or e-commerce platforms. This
helps customers choose and feel
more confident after choosing a
product to use. Copper Cow Coffee's
website often has a higher selling
price than retail stores or other
online sales outlets, but it still has its
own role to play in reassuring users
of product authenticity.
Copper Cow Coffee’s ongoing participation in e-
commerce platforms like Thrive Market, Walmart,
and Amazon has led to a high number of positive
responses. E-commerce platforms play a typical role in
commerce, logistics, and streamlining the distribution
process. The e-commerce platforms help Copper Cow
Coffee connect and engage customers faster in the
current internet era. E-commerce channels like Amazon
offer tools to support customer search, dealer search, and
customer information that are much more expensive than
traditional tools used in the past. A key role of e-
commerce is to help Copper Cow Coffee continue to
distribute its products regardless of time or geographic
distance.
PACKAGED EGG COFFEE

PLACE
New distribution channel
Affiliate Marketing:
Affiliate marketing involves placing products and services on websites,
Facebook, Instagram, and other platforms by businesses that use affiliate
programs. When someone clicks a link or makes a purchase from a
collaborator's page, the consumer receives a commission from the affiliate
program. Affiliates also earn commissions from consumers who register
for a service or fill out a form.

COPPER COW COFFEE


PROMOTION
PROMOTION CAMPAIGN TARGET
MARKET SEGMENTS
- Brewing methods: Pour-Over method, with
this new flavor of egg coffee, the plan is to
attract more customers internationally as they
are not used to the coffee type. Extending
sales and promotion on virtual environment
(focusing on selling online and on digital
markets platforms), which Copper Cow
Coffee has already done and made good sales
out of.
- Price ranges: Retail price of $18 with 8
packages. From 15 dollars in case of
deviation. Coffee made of Robusta beans is
not expensive.
- Flavor: As in Vietnam, Coffee are usually
sweet and milky; many people in other
countries cannot get used to it, we plan to use
organic coffee beans and make it pure instead
of adding too many flavors
- Package Type: Using the method of Pour-
Over Coffee with packages and a brewing
bag, all contained inside a box. For egg
cream, dry freeze technology is used to make
it fresh when reacting with water.
PROMOTION CAMPAIGN THEME
“Make our brand more original and widespread” as Egg Coffee recipe is based on Vietnam and
significantly recognized by many tourists.
With Copper Cow Egg Coffee, if the customers demand to taste this type of coffee and recipe,
traveling is not required. Instead, they can stay at home and order through lots of online markets.
PACKAGED EGG COFFEE
TARGETS
- Customer base: E Commerce, selling
online on websites; some shops have already
been opened in the US, the new flavor will be
served there with good services. However,
the plan is to collaborate with more digital
markets like Shopee, Tiki, Fado… to engage
more customers in Vietnam.
- Communication Channel: Social Media,
educating customers about new coffee
flavors, using social media to attract more
people by giving them knowledge about the
field, attaching links for contact and
shopping information, with discounts and
coupons.
- Message: A new Coffee brewing method
that doesn’t require complex equipment.
“Pour Over Coffee, not only consuming but
also learning about it”.
- Budget: Focus on E-commerce, digital
websites and TV Programs, so most of the
budget is for that. Ingredients are not
expensive, so we always look for ways to
minimize the expense for the factor.
 COPPER COW COFFEE

PROMOTION

OBJECTIVE-TASK METHOD
Determine the promotion budget by defining specific objectives,
determining the tasks that must be completed to achieve the
objectives, and estimating the cost of completing these tasks.
Assessment: The method should be used reasonably as it sets the
promotion budget at a cost that is required to achieve the company's
goal.

ANNUAL SCHEDULE OF As we plan to extend the product in Vietnam

ACTIVITIES We decide to collaborate with popular digital
markets there.
Promotion and Marketing activities
First quarter of the year: Create partnerships
Activities throughout the year.
with a few coffee shops there for offline
Having appeared on Shark Tank US, having
promotion, giving coupons for discounts…
been offered by Shark Robert. Though we
Second quarter: Experiment the effectiveness,
ended up not going through the deal, we still
do the activities in the strategies meet the sales
receive the opportunity to assess more
requirements.
customer bases.
Third quarter: Set the specific deadlines and
Take the advantage from the usage of fanfare
KPIS for the partners to have enough resources
and mass media: TVC, OOH media,
for further developments.
advertisement, press, website, etc.
Fourth quarter: Assessing the process, keep on
Promotion included: Discount code in every
with the pros and eliminate the cons, replace
tutorial Youtube video.
them with new ideas for the following years.

PACKAGED EGG COFFEE

 PROMOTION
PRINT ADVERTISEMENTS
As we have taken and still plan to exploit the advantages from the virtual environment, printing
advertisements is optional.
If we have spare budget or have more sales than expected:
We print ads periodically in newspapers and magazines: classic but not old fashioned.
Designing posters with the theme colors of the websites, attaching them with partner coffee
shops, and trying to emphasize our brand’s cow logo.

AUDIO VISUAL ADVERTISEMENTS

Using E-commerce, this factor is more crucial than printing.
Visual: Creating TVC and Tutorial videos
Most of the advertisements with extraordinary music and graphics will be recognized with all
factors: visuals, audios and products.

SELLING / SALES PROMOTION

- Product discounts: Offering discounts through coupons (a chance to redeem ourselves with
unsatisfied customers for the first try), advertisements, brewing tutorial videos, partnerships: 15-
20%.
- BOGO deals: “Buy one get one” (a package, additional souvenirs or a cup of coffee.
- Loyalty programs: Fanpage, fanfare. Invite a customer to sign up for a loyalty program card,
which provides them with points and discounts in exchange for their loyalty. Accumulating loyalty
points over time can provide a customer with an incentive to continue purchasing from your
company on a regular basis.
- Holiday discounts, respecting the cultures and traditions.
- Flash sales, which are often only available for one day, create a sense of urgency and encourage
customers to make purchases right away, suitable for an online business because of fast pace.

PUBLIC RELATIONS
- Utilize the Five "Ws" to interact with the media and provide them with relevant information to
pique their attention.
Preparing a Press Release: reporters tell our stories, combined with visual and audio
advertisements.
Maintaining our Website and social media channels: introducing the new Vietnamese flavor
of egg coffee.
Samples: give real examples of people’s experience with our products, the most truthful
method.
- Preparing for Media Engagements
The story: Introducing our Shark Tank experience, the innovations of Pour-Over Coffee; the
new technology of dry freeze used for keeping egg cream fresh.
Research on Target Audience: Create a target media list through our web-search console and
offline customers, get in touch with local bloggers, magazines, newspapers, etc.
Showing why Vietnamese culture is important for the brand, and how the unique Egg Coffee is
related.

PACKAGED EGG COFFEE

 PACKAGED EGG COFFEE

PROMOTION
POTENTIAL COMPETITOR
ACTIONS / REACTIONS
- Identifying the competitors:
Market analysis. Look at the market for
your product and determine which other
businesses are selling goods that would
be in direct competition with yours,
(other Pour Over Coffee brands):
Copper Moon Coffee, etc.
Ask for customer feedback.
Check out community forums or online
communities on social media.
- Handling with competitors:
Research the market: online and offline
Vietnamese Coffee brands.
Have plans for “no competitors”:
lacking expansion, being too narrow.
Have a start-over plan on the worst
prospect.
Build relationships with our
competitors: Make partnership like the
strategies referred above.

Assessments: Competitors can be

considered as obstacles to our business, so
deep research has to be done. But they are
crucial, not only because they help
evaluate the position of our organization
publicly, they also can be the future
partners.

COPPER COW COFFEE

 PACKAGED EGG COFFEE

06
BUDGET

COPPER COW COFFEE

 PACKAGED EGG COFFEE

BUDGET
CAPITAL INVESTMENT REQUIREMENTS

Capital Investment Item Quantity Unit Price Total

Coffee Grinder 1 2500 2500

Coffee Roaster 1 1400 1400

Sealing Machine 1 200 200

Sieves 5 20 100

Utensils 400

Furniture & Fittings 700

Total 5300

PRODUCTION AND OPERATING COSTS

Unit Prod on Prod on Prod on

Cost Item Units Qty /day
Price Cost /day Cost /month Cost /year

Fresh Coffee kgs 1.88 3.4 6.392 191.76 2301.12

Egg Yolk yolks 0.065 136 8.84 265.2 3182.4

Sugar kgs 0.87 4.08 3.5496 106.488 1277.856

Condensed Milk kgs 5.31 3.4 18.054 541.62 6499.44

Packaging pcs 0.25 34 8.5 255 3060

Sub-total 45.3356 1360.068 16320.816

PACKAGED EGG COFFEE

BUDGET
GENERAL COSTS ANOTHER COST

General Costs 1 month 1 year MARKETING AND PROMOTION

Rent 325 3900 Market Research 5000

Labour 1050 12600 Positioning and

1000
Strategy
Selling and
150 1800
Distribution Corporate Branding 2000

Content, Social, Product Branding 1000

1000 12000
SEO and SEM
Packaging Design 2500
Public Relations 1000 12000
Sub-total 11500
Ongoing Sales and
1000 12000
Marketing Support
PROJECT PRODUCT COSTS AND
Cleaning and PRICE STRUCTURE
104 1248
Toiletries
Packaged Egg Coffee
Utilities 475 5700
Qty /day 25
Miscellaneous 121 1452
Qty /year 9000
Depreciation 110 1320
Unit Price 18

Sub-total 5335 64020 Revenue /year 162000

 PACKAGED EGG COFFEE

BUDGET

PROFITABILITY ANALYSIS

Profitability Item 1 year

Revenue 162000

Less: Production and Operating Costs 16320.816

Less: General Costs 64020

Less: Another Cost 11500

Profit 70159.184

Total Costs: $91840.816

Breakeven Point: $91840.816 : $18 = 5103 (boxes)
→ In the first year, Copper Cow Coffee can reach the breakeven point if the
brand sells 5103 boxes of Packaged Egg Coffee
→ It is possible because in the latest year, Copper Cow Coffee's revenue was
$2 million, so we hope our brand can make a profit in the first year of
launching Packaged Egg Coffee

COPPER COW COFFEE

 PACKAGED EGG COFFEE

07
TIMING OF
ACTIONS

COPPER COW COFFEE

 PACKAGED EGG COFFEE

08
CONTROL AND REVIEW
MECHANISMS

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PACKAGED EGG COFFEE

RISK ANALYSIS
EXTERNAL RISK

Influence Precautionary
Risk Rating Mitigation
Level Plan

- Cut down on
operating cost.
Remain necessary
Inflation +
options only.
Interest Rate
- Boost the sales
remain high →
revenue of other
high CPI →
M Serious items in the
High product
product line.
cost → Finance
- Build an
of the business is
effective
affected
marketing plan
for this new
None product.

Labor Market:
Slow labor force Put an effort on
growth and building a remote
continued high work system →
demand → employ foreign
increase wages H Serious employees from
for employees → developing
High product countries →
cost → Finance reduce labor cost
of the business is
affected
 PACKAGED EGG COFFEE

RISK ANALYSIS
MARKET RISK

Influence Precautionary
Risk Rating Mitigation
Level Plan

Culture
Plan an accurate
Differences:
research
Coffee Culture
marketing plan
- the None (which
→ develop the
differences in M Serious means drop this
product
consumption project)
according to the
coffee between
result and run the
American and
product testing
Vietnamese

COMPETITIVE RISK

Focus on
Big developing and
mainstream planning a linked
brands have H and effective Do a marketing
already taken Serious promotion plan research to find
part in about USP out the problems
(Unique Selling
Point) of the
product
New entrance L
 PACKAGED EGG COFFEE

RISK ANALYSIS
TECHNOLOGY RISK

Influence Precautionary
Risk Rating Mitigation
Level Plan

- Update the
technology rapidly
Mismatch in
Not too Update the technology and promptly
technological M
serious constantly - Fix the mismatch
capabilities
in technological
capabilities

Prepare a thorough
High cost for Call for investments
business and
maintaining IT and supports from
H Serious marketing plan,
and digital sponsors (especially
especially expense for
marketing Shark Tank)
technology

EXECUTION RISK

- Check the packaging - Apologize for the

of product carefully problem
Defective
before being delivered - Send extra gift as
products while
H Serious and consumed compensation
delivering
- Choose suitable - Refund fees in case
shipping unit product is sent back
for inspection

Have some sort of

Transportation Not too Monitor process of
L insurance policy for
risk serious transporting
product in transit
PACKAGED EGG COFFEE

RISK ANALYSIS
PRODUCT RISK

Influence Precautionary
Risk Rating Mitigation
Level Plan

- Choose the
- Have the
correct safe
insurance
materials
extensions when
- Handle and
Contamination dealing with
store raw
and poisoning perishable
materials
of ingredients H Serious products
carefully
and final - Apologize and
- Test the safety
products compensate
of the
consumers for
combination of
contamination
raw materials and
and poisoning
and final product

- Carry out
concept testing
and market
testing with
Fail to meet tremendous care Review product
customer M Serious - Constantly mix and
expectations update positioning
customers’ needs
because of
changes in
consumer tastes
PACKAGED EGG COFFEE

RISK ANALYSIS
SOCIAL MISSION RISK

Influence Precautionary
Risk Rating Mitigation
Level Plan

Manage effectively
- Prepare the reputation risk
campaign of new involves 5 steps:
Reputation
product launching - Assess reputation
risk if the
carefully - Evaluate reality
campaign of Not too
M - Conduct SWOT - Close gaps
new product serious
analysis → - Monitor changing
launching
improve and beliefs and
failed
develop the expectations
product properly - Put one person in
charge

CAPITAL RISK

Requires huge Take a list of Seek other donors /

capital to donors and funding funding
H Serious
develop new support can invest support for capital
product in the new product outlay

Clearly plan the

financial capacity,
Slow capital Call for investments
make business and
recovery H Serious and supports from
marketing plans,...
ability sponsors
→ prepare for
possible situations
 PACKAGED EGG COFFEE

09
CONCLUSION

- The milestones in the development of Copper Cow Egg

Coffee were fully outlined in our report, and we also
demonstrated how each step affected the company's
development objectives.
- Both internal and external risks have been discussed inside
our company, along with how we anticipate they will affect
product development. In order to maintain and enhance the
product so that it can fulfill client demand, the essential
marketplace databases from Vietnam's local coffee shops and
digital markets are also gathered.

COPPER COW COFFEE

 PACKAGED EGG COFFEE

REFERENCE
1. Copper Cow Coffee, <https://coppercowcoffee.com/>
2. The Enterprenuers Hub, "Making instant coffee powder business",
<https://enterprenuershub.wordpress.com/2018/12/20/making-instant-coffee-
powder-business/>
3. Brent Barnhart, "8 marketing campaign ideas that customers will engage
with", <https://sproutsocial.com/insights/marketing-campaign-ideas/>
4. Chris Myers, "If your business doesn't have competition, you have a
problem",
<https://www.forbes.com/sites/chrismyers/2016/03/01/competition/?
sh=3ec6495939cb>
5. MasterClass, "Promotional campaign guide: How to plan a promo
campaign", <https://www.masterclass.com/articles/promotional-campaign>
6. Statista, <https://www.statista.com/outlook/cmo/hot-drinks/coffee/instant-
coffee/worldwide#sales-channels>
7. OECD stat, <https://stats.oecd.org//Index.aspx?QueryId=72647>
8. Pestle analysis, <https://pestleanalysis.com/social-factors-affecting-
business/>
9. Trading Economics, <https://tradingeconomics.com/united-
states/consumer-price-index-cpi>
10, Flintfox, "Competition-based Pricing: Advantages and Disadvantages",
<https://www.flintfox.com/competition-based-pricing-advantages-
disadvantages/>
11. nuvonium, "How much will it cost to launch / market my new product?",
<https://www.nuvonium.com/blog/view/how-much-will-it-cost-to-market-my-
new-product>
12. Shark Tank Blog, "Copper Cow Coffee",
<https://www.sharktankblog.com/business/copper-cow-
coffee/#:~:text=Total%20sales%20are%20%244%20million,year%20to%20da
te%20(2020).>

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 PACKAGED EGG COFFEE

MEMBER
CONTRIBUTION

Group member Contribution

Full name Student ID Final report Presentation

Trần Việt Anh 11210794 1 1.1

Trần Hải Đăng 11211240 0.9 1

Lương Nguyễn Mai Khanh 11219710 1 1

Nguyễn Thị Quỳnh Mai 11213694 1.3 1.1

Nguyễn Lê Phương 11219781 0.9 0.9

Nguyễn Hương Trà 11215696 0.9 0.9

COPPER COW COFFEE