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  • TheUsagi HighlandCoffee

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    phong
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    1. The document lists 8 members presenting on The Usagi Company. 2. It provides background information on the founder and owner of Viet Thai International, which operates in F&B and owns several brands including Highland Coffee. 3. The presentation covers topics such as brand identification, segmentation/targeting/positioning of customers, competitors, and marketing mix strategies for Highland Coffee.

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    TheUsagi-HighlandCoffee

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    1. The document lists 8 members presenting on The Usagi Company. 2. It provides background information on the founder and owner of Viet Thai International, which operates in F&B and owns several brands including Highland Coffee. 3. The presentation covers topics such as brand identification, segmentation/targeting/positioning of customers, competitors, and marketing mix strategies for Highland Coffee.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    6 views14 pages

    TheUsagi HighlandCoffee

    Uploaded by

    phong
    1. The document lists 8 members presenting on The Usagi Company. 2. It provides background information on the founder and owner of Viet Thai International, which operates in F&B and owns several brands including Highland Coffee. 3. The presentation covers topics such as brand identification, segmentation/targeting/positioning of customers, competitors, and marketing mix strategies for Highland Coffee.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 14

    Members :

    1. Phạm Hồ Nam Phong


    2. Võ Trần Thiên Kim
    3. Mai Ngọc Hương Lan
    Welcome To Our
    The Usagi

    4. Trịnh Ngọc Ny
    Presentation
    5. Bùi Quốc Huy
    6. Trần Thị Bích Trâm
    7. Phan Nguyễn Quỳnh
    Phương
    8. Phạm Hoàng Hùng
    Company
    Background
    01 02 Brand
    Identifications

    STP
    03 04 Competitors

    Marketing Mix Strategies or


    SWOT Matrix
    05 06 IMC
    Background Company
    Slide 10
    OWNER

    1. Founder: David Thai(1972)

    2. Operation of his company: 2 main arrays


    • F&B
    • Customers lifestyle 

    3. Headquarters: Viet Thai International(1998)


    • Highland coffee(2002)
    • ALDO fashion shop(2009)
    • The owner of PHO24(2011)
    • Philippines(2013)

    CRE: HIGHLAND COFFEE and VIET THAI


    website
    Brand Identification

    01
    S T
    P SEGMENTATION

    TARGETING

    POSISIONING
    Middle class, the
    Comfortable & exciting
    office’s staff, active
    atmosphere for customer to
    young generation
    Position High Price enjoy coffee

    Foreigner 04 02
    living &
    working in
    Low Service 05 High Service
    Vietnam TARGET

    03 01
    Quiet & less luxurious Low Price Young businesses used to
    space to discuss with study abroad, familiar with
    friends and enjoy coffee the style of European –
    with pastry-the Western American
    style
    Competitor
    A. Point of parity
    Central district
    The design
    Inside Outside
    Furniture Glass
    Yellow lights Green space
    Attract customer
    Poster Merchandise Endow
    B. Point of different
    In 2014, Mr Ninh In 1998, Mr David Thai
    140 branches 240 branches
    Main color Main color
    Straws, sugar bags, spoons Straws, sugar bags, spoons
    Cake & snack Bread , Cake & snack
    Smoothie X
    1. Str
    - B ran d p os itio ni ng ad vant ag
    Highlan d coffee in th e mark
    starb uck coffee ho u se w he
    amo u n t to 1 ,2 37 b illi on st arb
    - Hi gh lan d has p ro moti o ns t
    Goo d facili ty Average pr ice
    t ho

    development
    - State preferential policies
    - Potential is a large market
    SWOT Highlands coffe

    - The ma rk et isfierce
    coffee - I nc rease
    Customers a lso prefer bra
    - Population movement fro
    poo
    - The bank has not y et met
    - Compe tition from f oreign
    - Bank loan
    the counter

    4. Thr
    - Time for customers to wait at
    - Service performan ce is not high
    MARKETING MIX STRATEGIES
    PRODUCT PRICE PLACE PROMOTION

     Brand logo design  Determining the basic  Distribution channel  Charity, culture and
    price sports
     Packagingraw  appropriate location  Activities Cooperation
     Giving price adjustment with the hotel
     Material source strategies  Franchise  Cooperate with articles
     Communication on
     Product portfolio facebook fanpage
     Email marketing, mobile
     Product cycle marketing
     Send advertising and
    promotion messages
     Coordinate with
    websites
     Promotions
    MARKETING MIX STRATEGIES

    Price PRODUCT

    4P

    Promotion
    PLACE
    Conclusion

    Achievement
    THANKS FOR
    Reference :
    https://www.highlandscoffee.
    com.vn/

    https://brandast.com/en/20-thi
    et-ke-trang-lien-he-cua-websi
    YOUR
    te-truyen-cam-hung/
    ATTENTION

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