Table of Content

1. Introduction
Brief history
Key Milestones
Financial Performances
Market Position in Viet Nam
Primary Target Market
Product Line
2. External Influences
a. Cultural Value
b. Group Influence
3. Internal Influences
a. Motivation
b. Attitude
4. Recommendation
5. References
Proudly born from Viet Nam
HIGHLANDS
COFFEE
Individual reflective assignment

Nguyen Thi Phuong Thao - 21001461

 _1_

1.INTRODUCTIO
N
Brief History:
Highlands Coffee was founded in 1998 by David Thai and
Ngo Thanh Tuyen with the aim of introducing a Western-style
coffeehouse experience to Vietnam. The first outlet opened in
Ho Chi Minh City, challenging the traditional street-side coffee
culture that prevailed at the time. This marked the beginning of
a new era for coffee consumption in Vietnam, as Highlands
Coffee offered a modern and inviting space for patrons to enjoy
high-quality coffee and various types of drink. The brand quickly
gained popularity among the growing middle class and
expatriate community in Vietnam.
 _2_

Key Milestones:

Highlands Coffee has achieved several significant milestones in its journey within
Vietnam. After its successful launch, the chain expanded rapidly, opening numerous
locations across Ho Chi Minh City and other major Vietnamese cities. The brand
continuously innovated by introducing new menu items that catered to the diverse
preferences of Vietnamese coffee enthusiasts. Highlands Coffee's marketing campaigns
and collaborations with local artists further strengthened its position in the market. The
brand's growth extended beyond Vietnam, with the establishment of outlets in
neighboring countries, enabling it to share the unique Vietnamese coffee experience
with a wider audience.
 _3_

Highlands Coffee has enjoyed notable financial success in

Vietnam. As one of the leading coffeehouse chains in the
country, the brand has consistently demonstrated strong revenue
growth. Vietnamese consumers appreciate the brand's

Performances:
commitment to quality, leading to a solid customer base and
consistent financial performance. The expansion into international

Financial
markets has also contributed to increased revenue streams and
enhanced global recognition, further bolstering the brand's
financial performance.
 _4_
Highlands Coffee holds a prominent market
position within Vietnam's thriving coffee
industry. The brand's innovative concept,
offering a Western-style coffeehouse
experience, has carved out a unique niche
in the market. Highlands Coffee is widely
recognized and appreciated for its use of
premium-quality Vietnamese coffee beans,
showcasing the country's rich coffee
heritage. With an extensive network of
locations across major Vietnamese cities,
Highlands Coffee has established a strong
presence, competing with both traditional
coffee shops and other international coffee
chains. The brand's success stems from its
ability to strike a balance between
Vietnamese coffee traditions and a Market Position in Vietnam
contemporary coffeehouse ambiance,
resonating with a wide range of coffee
enthusiasts in Vietnam.
 _5_
Primary Target Market
Geographic:
Vietnam
Urgan areas: Highland coffee chains are almost located in the center of big cities like
shopping malls, big hotels and busy neighborhoods (Vincom, Hanoi Tower, Timescity,
Royalty... ) which are easy to approach customers.
Demographic:
Age- 15 -65
Genders: Male and female
Income : Medium and upper class
Behavioural:
Occasions- Regular occasion ( Working , hanging out , relaxing etc)

Psychographic:
Highland targets consumers who are active, enjoy virtual life
with modern and beautiful spaces, extroverted, updated,
socialized, hardworking and outgoing.
 _6_

Freez
e

Tea

Coffee

Product Line
 _7_

2. External influences
Cultural values
 _8_
Continuous Innovation: Highland Coffee is noted for its
innovative coffee selections as well as retail concepts. They
frequently offer new flavors and seasonal products,
keeping their menu fresh and exciting. Furthermore, they
experiment with various store formats, such as cozy cafes
and larger concept stores, to respond to a wide range of
consumer tastes. This value appeals to Vietnamese
consumers who cherish novelty and variety.

Body
 _9_

up to 51.3% of customers
said that they use
Other-Oriented Values:
Highlands' drinks because
Customer satisfaction: Highland Coffee emphasizes customer it's delicious, suitable with
satisfaction. They prioritize providing excellent service, their favor, and more than
creating a welcoming environment, and ensuring that 50% of them said that the
customers have a positive experience in their stores. This service staff's attitude is
customer-centric strategy helps to foster consumer loyalty good.
and trust. (Team 2 Survey 2021)
 _10_
Environment-Oriented Values:

Sustainable Practices: Highland Coffee is dedicated to developing environmentally friendly

methods throughout their operations. The brand prioritizes waste reduction, recycling, and
the use of environmentally friendly materials. By actively addressing environmental
concerns, they appeal to environmentally conscious customers and demonstrate their
commitment to responsible business practices.

However, the brand

still use some non-
recyled material such
as plastic cup and pipe
while other
competitor change
into using 100%
recycled material
 Self-Oriented Values: _11_

Quality Assurance: Highland Coffee

places a premium on product quality.
They acquire excellent coffee beans,
hire trained baristas, and maintain strict
quality control standards. This
dedication to quality builds trust among
customers looking for a better coffee
experience.
(brand vietnam)
 _12_

Group Influence Informational Influence

Highlands Coffee encourages

consumers to engage with their
products by advertising them
everywhere, from social media
platforms to billboards on the
street or the poster in the
elevator in office buildings and
universities. They leverage the
power of social influence, as
consumers see others
interacting with the brand and
are more likely to follow suit.
Normative Influence _13_

Highlands Coffee encourages consumers to engage with their products by advertising them
everywhere, from social media platforms to billboards on the street or the poster in the
elevator in office buildings and universities. They leverage the power of social influence, as
consumers see others interacting with the brand and are more likely to follow suit.

Customers give positive commentson

Highlands advertises in Shopping Mall
Highlands' post
 _14_
Identification Influence
Brand Storytelling: This helps consumers identify with the
brand and its mission, leading to a stronger emotional
connection and increased likelihood of purchase. For
example, Highlands aims to express the “Highlands
Coffee® Is Ours” message, which is centered around the
four-pillar value system: Passion - Love - Respect -
Support.

3. Internal influences
Physiological needs
Highland offer basic need
which include hunger, thirst,
and other basic
motivations that make
humans exist.
This is the most basic
human need, for example,
For Highland to meet the
customer's needs for the
right drinks, making fast
food and delicious drinks for
customers.
Safety need
Highland offers a premium
quality coffee and practices
strict hygiene in serving their
customers. For example:
Some Customers choose to
drink
Highland because of the food
and drink safety status.
_15_
Motivation
Social needs
Highland provides customers’
social needs by creating an
atmosphere with a sense of
community and belonging
around their brand.The warm
and inviting ambiance, coupled
with the brand's reputation,
makes it an ideal gathering
spot, facilitating meaningful
interactions and strengthening
the bonds between individuals
in a welcoming environment.
 _16_
Self-esteem needs.
Since Highlands Coffee is a Self-actualization needs.
well-known brand, it Highlands Coffee beverage
implements the desire to matches customers' interests
present customers’ own and demands by offering
image and obtain positive quality taste and a
feedback from others. comfortable atmosphere which
People regard the brand as fulfill customers’ internal need
a symbol of refinement and for personal pleasure.
luxury, which increases their
self-esteem.

Highlands Coffee's favorable meanings allow

For example, the atmosphere in Highland help
customers to align themselves with a
customers achieve their desired place for
respectable and admired brand, leading to a
online work or studies while enjoying tasty
heightened sense of self-worth and the
beverages from Highland.
validation they seek from others.
 _17_
Change cognitive
component
Brand Messaging and
Positioning: Highlands Coffee
highlights specific attributes or
features of their products. By
emphasizing aspects such as
quality, unique flavor profiles,
Attitude

and the use of premium

ingredients.
For example, Robusta and
Arabica beans are prepared for
roasting and mixing. Only at
Highlands Coffee can you find
the right blend of aromatic
Arabica and strong, rich
Robusta.
 _18_

Change affective
component

Creating Experiential Moments:

Highland design their coffee shops
and experiences to evoke positive
emotions. By providing cozy
atmospheres, pleasant aromas, and
friendly customer service, Highlands
Coffee create memorable and
enjoyable experiences that elicit
positive affective responses from
customers.
 _19_
Change behavioral
component

Highland offers many promotions such

as collecting three stamps and getting
one iced milk filter, free upsize on
special holidays of the year, buying
combos with great promotions.
Moreover, they offers a membership
system and VIP card, providing
customers with special benefits to
foster loyalty and a sense of
exclusivity. By providing incentives,
they can stimulate consumers'
behavioral responses and increase
engagement with the brand.
 _20_
4. Recommendations

Using recyled material

Consumers tend to pay attention to the

packaging rather than only the taste. Most
brands also change into recycled material
for their cup, pipe and baggage. Highlands
receive a lot of negative comments from
customers because of using plastic cups
and plastic pipes which are not friendly
with the environment and do not suit the
luxury coffee shop image in their mind.
highlands coffee should catch up with this
trend by considering alternative material
for their cup and pipe.
 _21_
Changing the taste of coffee

the caffeine drinks of highlands coffee do not really impress the customer. Highlands coffee
is well known as a Vietnamese coffee brand, however, according to research, most
customers prefer fruit tea and freeze more than coffee. The brand should adjust their
caffeine drink to adapt with vietnamese flavor.
 _22_
5. References
Highlands Coffee. (2020). Origin | Highlands Coffee. Highlandscoffee.com.vn.
https://www.highlandscoffee.com.vn/en/origin.html
Ngoc Bich. (2022). Chien luoc Marketing cua Highlands Coffee - Ong lon nganh ca phe.
Nhahangso.com‌https://nhahangso.com/chien-luoc-marketing-cua-highlands-coffee.html
Thao Ly. (2018). Highlands coffee dang dan di nguoc lai xu huong bao ve moi truong cua the gioi.
Sohuutritue.net.vn
https://sohuutritue.net.vn/highlands-coffee-dang-dan-di-nguoc-lai-xu-huong-bao-ve-moi-truong
cua-the-gioi-d33077.html
Phuc, D. D., Hong, D. K., My, T. H., Linh, N. T. T., & Quang, T. N. (n.d.). Highland Coffee Market
research [Review of Highland Coffee Market research]. Https://Www.studocu.com/. Retrieved
July 6 C.E., from https://www.studocu.com/en-au/document/truong-dai-hoc-fpt/consumer-
behavior/mkt-201-report-group-2-sins-highlands-coffee/17477717
Thu, N. (10 C.E., August). Chiế n lược Marketing của Highlands Coffee - Vì sao Highlands Coffee
thành công [Review of Chiế n lược Marketing của Highlands Coffee - Vì sao Highlands Coffee
thành công]. Brand Vietnam. https://www.brandsvietnam.com/congdong/topic/326718-Chien-
luoc-Marketing-cua-Highlands-Coffee-Vi-sao-Highlands-Coffee-thanh-cong