café bakery

INTERNATIONAL
MARKETING

Lecture: Mr. Maxime Vigier

Team 6
MEMBERS OF THE GROUP

Hà Thị Cẩm Hương

Hoàng Nhật Vy

Huỳnh Ngọc Tuyết Nhi

Lê Thị Thủy Mai

Nguyễn Ngọc Hân

TABLE OF
CONTENT
I Introduction

II Country selection

III Marketing strategy

IV Conclusion
I
INTRODUCTION
 Where
Boston,
Massachusetts, US

When
1978

The founder
Louis Kane
 Meaning of
brand name
Simply put "Au Bon Pain"
means "from good bread"

Products
The cakes are made from
quality ingredients combined
with many different drinks
I I
COUNTRY
SELECTION
 1. Việt Nam
a.GDP per capital
GDP per capita in 2022 at current prices is estimated to reach 95.6 million
VND/person, equivalent to 4,110 USD, an increase of 393 USD compared to 2021

b. Total number of tourists

In 2022, the number of international tourists to
Vietnam is estimated to reach 3.5 million, and the
total number of domestic tourists is estimated to
reach over 101.3 million. Total tourism revenue is
estimated at 495 trillion VND
 c. Total number of businesses in the F&B industry
By 2022, Vietnam will have about 338,600 restaurants (not including
small stores) by 2022, with the scale of F&B industry revenue
increasing impressively. 39% compared to 2021

d.F&B industry revenue

According to Ipos.vn's report on the culinary business market,
the scale of F&B industry revenue in 2022 will reach nearly
610,000 billion VND
 2.Myanmar
a.GDP per capital
Estimated GDP per capita in Myanmar in
2022 is 971.65 USD/person

b. Total number of tourists

Myanmar Visitor Arrivals recorded 233,487 people
in Dec 2022, compared with 130,947 people in the
previous year
 c. Total number of businesses in the
F&B industry
According to the Myanmar Retailer Association, there are
currently over 300,000 retail stores in Myanmar
10-15% of total F&B companies are large firms and a majority
are MSMEs (micro, small, and medium enterprises)

d.F&B industry revenue

Myanmar's f&b industry revenue in 2022 amounts to US$25.47bn
3. Philippines
a.GDP per capital
The estimated GDP per capita in the Philippines in
2022 is approximately 3,600 USD/person (thousand
units) if the growth rate remains the same as last year

b. Total number of tourists

The tourism industry in the Philippines has gradually
recovered in 2022, with the number of arrivals increasing
to more than 2.6 million people
 c. Total number of businesses in the F&B industry
The number of F&B businesses in the Philippines in
2022 is approximately 200,000, with 80% of them
being small and medium-sized enterprises

d.F&B industry revenue

The sales value of food and beverage retailers in the Philippines in 2022
amounted to 33 billion U.S. dollars
The country's retail food industry is expected to see further growth in the
following year
 4. Laos
a.GDP per capital
The Gross Domestic Product per capita in Laos was last recorded at 2599.21 US
dollars in 2022. The GDP per Capita in Laos is equivalent to 21% of the world's
average

b. Total number of tourists

Laos recorded 1,294,388 tourists visiting
the country in 2022. Most international
visitors came from Thailand, Vietnam,
China, South Korea and the United States
 c. Total number of businesses in the F&B industry
There were a total of 133,997 businesses operating in the country in 2019,
including 126,168 micro-enterprises and 6,600 small enterprises. (4.9%), 954
medium enterprises (0.7%) and 276 large enterprises (0.2%)
Enterprises operating in Laos are mainly micro-enterprises, so they are not
suitable for Au Bon Pain's business model

d.F&B industry revenue

In 2022, Laos' food and beverages industry revenue is about 5,873 million
USD
 S W O T
strength weakness opportunities threats

Bakery combined The brand has just Raw material costs Competitors
with coffee entered the are not too high
Vietnamese
market, so it needs
Diverse types of a lot of effort to Consumer demand
cakes gain market share for products is
increasing
There are more
than 300 branches
in Thailand, India,
and the US Resource:
https://s.net.vn/hhPu
 Political
Regulation: Vietnam regulates policies related to food safety
PEST Analysis P standards, hygiene, taxes and business regulations affecting
the F&B industry
Food safety management: ensuring food safety for consumers
through regulations on food hygiene and safety and product
quality inspection
for Au Bon Pain

Economic
In 2022, Vietnam's GDP will reach 406.45 billion USD. In

E the period 1986 - 2022, Vietnam will be in the top 5

countries with the largest economic growth in the world.
GDP per capita in 2022 will reach 95.6 million
VND/person, equivalent to 4,110 USD, an increase of 393
USD compared to 2021.
 Social
The need to eat meals at restaurants is increasing
S
Vietnam is a multicultural country: reflected in the
PEST Analysis
diversity of cultural expressions such as lifestyle,
customs, beliefs, art, cuisine, and local knowledge
for Au Bon Pain

Technological

T Delivery apps are increasingly developing, most stores

operate on this platform
Competitors
I I I
MARKETING
STRATEGY
 PRODUCT
Breakfast: As for breakfast, we will
bring you traditional Vietnamese
breakfast dishes such as phot
Bakery: The perfect blend of
Western European recipes with
Asian flavors is the flavor of Au
Bon Pain Vietnam. We have more
than 20 types of cakes
Beverages: Au Bon Pain Vietnam
will provide you with drinks
suitable for your meals such as
coffee, tea, milk tea,...
 PRICE
Psychological Pricing Combo Pricing
 PRICE
Competition-based pricing Promotional Pricing
C. PLACE
FORM OF OPERATION

Online
Shoppe food, grab
Au Bon Pain's own website

Offline
Serving customers at the store, selling on
the spot and taking away
Location: Tan Son Nhat Airport, Vincom
Center Dong Khoi
D. PROMOTION
 => Au bon pain should use more
pull marketing because:
To adapt to different markets.
Au bon pain needs to use pull
marketing to create content that suits
the culture, tastes and needs of
customers in each country.
Au bon pain offers a variety of sandwiches,
pastries, salads, juices and coffee.
Improve brand awareness, create curiosity
and excitement for customers about its
products.

=> Create a loyalty membership program for Au bon pain to receive the latest incentives,
information and news about Au bon pain => Build long-term relationships with customers.
 ADVERTISEMENT
Regarding the initial plan, Au Bon Pain About future plans:
will run ads on these two platforms: Au Bon Pain plans to run
Facebook: we will run ads advertisements on outdoor billboards
(OOH) or on buses
automatically, lasting about 1
month.
Tiktok: book KOL and KOC to review
Au Bon Pain Viet Nam
 SLOGAN: “VÌ BẠN MÀ TỐT HƠN”

Au Bon Pain is With top quality We want to build a

committed to always ingredients, Au Bon lasting relationship
providing customers Pain is committed to with customers.
with the best service. ensuring food safety
and hygiene.
 You are the people Au bon pain You are the source of motivation
always loves and respects, we want for Au Bon Pain to try to
to make you happy by becoming improve every day.
better.

=> AU BON PAIN “VÌ BẠN MÀ TỐT HƠN”

 CONCLUSION
Revenue Gross profit
30%

25%
6 month

20%

15%
1 year

10%

5%
2 year

0%
6 month 1 year 2 year
0% 10% 20% 30% 40% 50%

Monthly revenue increased from Gross profit reached 40% after 6

10% after 6 months, increased 20% months, 45% after 1 year and 50%
after 1 year and 30% after 2 years after 2 years
 A new customer Loyal customers
60% 6 month 1 year 2 year
6 month
10%
50%

40%

30%
2 year
30%
20%

10%
1 year
20%
0%
6 month 1 year 2 year

Increase the number of new Increase the number of loyal

customers by 20% after 6 customers by 10% after 6
months and 40% after 1 year months and 20% after 1 year
and 60% after 2 years and 30% after 2 years
 Satisfaction level New store
100%
1 year 2 year

80%
1 year
1
60%

40%

20%
2 year
2

0%
6 month 1 year 2 year

Reach 85% customer After 1 year, open a new

satisfaction after 6 months, 90% store, after 2 years, open
after 1 year and 100% after 2 2 new stores
years
THANK
YOU

Email: aubonpainvn@gmail.com