FINAL Direct

Marketing

Lecturer: Lê Hồng Đắc

GROUP 1
 OUR
Our team
Team

Trần Thúc Khanh Trần Phương Châu Kim

Trinh Ngân
Phạm Tiến Huỳnh Bùi
Sỹ Anh Khoa
 Coi Xay Gio Bakery is a member of the
chain of stores of Coi xay gio

ABOUT
Corporation in Da Lat.

COI XAY GIO

Released in June 2017.

Bringing a characteristic color,

from design to color, it is dyed a
brilliant yellow with nostalgia of
South Vietnam in the 1970s. Coi Xay Gio Bakery
This is the check-in place that has
never "stopped being hot" is located right in the center of Da Lat City.
Although the appearance looks very simple
and rustic.
 ✓ With the goal of creating a retail store chain of Da Lat's clean
agricultural ecosystem, building a brand of safe bread - authentic
Vietnamese bread, Coi Xay Gio bakery is built on transparency.
about the origin of agricultural products, and at the same time
constantly research and develop new safe agricultural products.
✓ A newly opened Coi xay gio, with the structure of the cake cabinet
/V ision

and
purpose/

as the beginning of the story, opens to discover the world of cakes

inside. A bit retro of the brand, but the shelves are changed to be
more complete and convenient for customers.
 X
With a lifestyle for his dream "Be dream inside you" has
/Core Values/
become a familiar slogan of young people who often
frequent at Coi Xay Gio. Based on lifestyle and
aspirations, non-stop action, Coi xay gio Corporation has
become a big name for Da Lat businesses in the food and
beverage, service and retail industries.
 SEGMENTATION
•
/1/ Demographic
l Age: 15 - 35 years old. •
/3/ Psychographic
l Lifestyle: young and dynamic, connecting with
• l Gender: Male/Female. friends and expressing your personality
• l Income: Over 3 million / month. • l Hobbies: photography, new experiences,
• l Occupation: Student, student, office worker. participating in activities to connect with friends, ...
• l Personality: sociable, friendly
• l Behavior: socializing with strangers,
experiencing new things

/2/ Geographic
• l Area: Ho Chi Minh City, Nha Trang, Da Lat and neighboring provinces
• l Language: Vietnamese
• l Density: Urban.
• l City size:
Nha Trang: 422,641 people | Ho Chi Minh City: 8,837,544 people | Da Lat: 425,000 people
 SEGMENTATION
•
/4/ Behavioral
l Reasons why customers love Coi: Most Coi Xay
Gio lovers are dynamic young people for them.
Satisfy your selfie needs
• l Usage level: Almost every time when coming to
Da Lat, young people stop by the Coi xay gio to
lighten up a photo and then buy some products from
the Coi to enjoy with their friends.
/5/ Social Factor
• l Customers of Coi xay gio often know the brand
mainly because:
• l Word of mouth.
• l Members are around them to refer to
(subculture).
• l The advice, guidance, personal opinions of
friends, relatives, help them refer.
• l Hot selfies on social media with hashtag "Coi
xay gio".
 CUSTOMER LISTED
House List When accessing the website of Coi Xay Gio, customers will receive a registration form to save
customer information and serve them better.

Compiled List Coi xay gio has opened more

branches in Da Lat with the vision of expanding its
business model to best serve each customer.

Response List On the website side, Coi Xay Gio

also owns a Facebook social networking site in Vietnam
with more than 40,000 thousand followers. With this
advantage, Coi xay gio can easily find customer
feedback on their products.
Customer Portfolio
• The students, students and young office workers aged 17
- 29 years old.
• Currently staying in the cities of Nha Trang , Da Lat , Ho
Chi Minh City.
• They ‘re love to travel, explore and experience, have a
hobby of traveling with friends and relatives. Also like to
take pictures of virtual life in places with chill scenes, hot
trends with many interactions on social networks.
Survey result
Survey result
Survey result
SPSS Analysis
SPSS Analysis
SPSS Analysis
 SPSS
Analysis
 Customer insight
• l Likes street food and drinks.
• l Love taking selfies with friends.
• l Like stores that have delivery service.
• l Enjoy the feeling of being valued by everyone.
• l Like photos that get a lot of likes and followers on
social networking sites.
• l Regularly follow your favorite brands on social
networks.
• l Likes to shop online, experience and participate in
activities on online platforms, social network tiktok,
facebook (participating in minigames, making product
review clips, ...)
• l Besides, Coi xay gio customers also want to see an
improvement in the quality of products at Coi Xay
Gio.
 STRENGTHS
Coi Xay Gio is the most sought-after
place by young people and tourists in
Da Lat in 2020.
 
Coi Xay Gio Bakery sells a variety of
products to serve food needs such as
bread, dried jam, sticky rice, etc.,
suitable for the dietary needs of young
people.
S w
 
Famous for the million-like virtual
living wall in the central area of ​the
city, attracting many potential
customers to take pictures and shop.
 
Product prices are in the mid-range
segment compared to the market,
suitable for many customers.
 
Dedicated service, bringing a
comfortable experience to customers
living in Da Lat and tourists,
WEAKNESSES
Customers mostly know about Coi
Xay Gio through the virtual living
wall and have never experienced the
shop's products.
 
There are no marketing campaigns to
effectively reach potential customers
interested in Coi Xay Gios.
 
Coi Xay Gio does not have a product
that makes a difference compared to
its competitors for customers to
remember.
 
Limited number of guests can be
served on site due to limited store
space.
 
OPPORTUNITIES
Coi Xay Gio needs to have specific
marketing campaigns targeting young
potential customers that will bring
more profits.
 
The brand has been well received and
loved by customers, so it is possible to
develop more branches or franchise
models in Da Lat, Saigon, etc.
o T
 
Expand more virtual living locations
to attract old and new customers to the
salon.
 
Da Lat is a tourist city attracting many
tourists in the provinces of Binh
Duong, Dong Nai and especially
Saigon, so Coi Xay Gio bakery can
develop sustainably in the next 10
years.
THREATS
Da Lat City is having an urbanization
strategy, so it will attract many
potential businesses in other provinces
to invest with abundant capital,
experienced human resources that can
affect the market share of Coi Xay
Gio on the market.
 
The needs of young customers - the
core customers targeted by Coi Xay
Gios tend to be attracted by new
substitutes such as toast, French bread,
etc. So in the future, new businesses
have can enter the market that can
serve this niche and attract Coi Xay
Gio customers.
Competitors
Direct competitors
Indirect
competitors
ENTER
Direct competitors: Lien • Lien Hoa Bakery has the same price segment (5,000
VND-200,000 VND) as well as towards the same
Hoa Bakery 1 customer segment.
• Sharing the same competitive area.

But in•contrast
About the
to website
the popularity of the brand, direct
(https://tiembanhlienhoa.business.site/): Quite simple

2
marketing channels such asCall
with Get Quote; theNow;
brand's
GetFacebook
Directions.page and
Fanpage are still poor in interacting with customers and
• About the brand: Lien Hoa is a bakery that has wide
consumerspopularity
and havenotbarely
only been active since
with inner-city 2019.inThe
customers
majorityparticular but also with suburban customers (tourists)
of customers know about Lien Hoa Bakery
3 in general and has extensive experience in the
competitive
through market. or word of mouth.
press channels

• On the bakery's website, there is a “Get quote”

feature to be able to collect the customer's database
including Name, Phone Number, Email, and
4 including customer questions for the brand.
 DueThe
to development of DaCovid
the complicated Lat cityepidemic,
is increasing,
thesostores
it is inevitable
competethat
forindividuals or
a very strong
organizations start a business, but the appearance of more new stores means more competitors
discount, which leads to the store having to run special promotions to attract
and customers will have many shopping choices, so the market for the center's goods will be
customers, giving customers more choices.
less and narrower.

Indirect competitors

Potential competitors
Ex: L’angFarm will be considered an indirect competitor because
L'angFarm specializes in providing dried specialties.
 HIGH QUALITY

LOW PRICE HIGH PRICE

Positioning
LOW QUALITY
Marketing Mix - 7Ps
Product
The shopping center sells a full range of
food items, snacks, and drinks. Wide range
of products, good quality.

Price
The price is moderate, in line with the
spending ability of the target customer.
 Place
Including 3 branches in Da Lat City.
 Promotion
Coi Xay Gio Bakery uses advertising on websites such as
Facebook, Website, Fanpage, putting product images on
social networking sites.
People
Any business requires people. This is the deciding factor
for business success or failure. Therefore, labor resources are
very necessary. Employees are very important, They are the
ones who provide service to customers.
 With the goal of creating a retail chain of the clean agricultural
ecosystem in Da Lat, building a brand of safe bread, authentic Vietnamese
bread, Coi Xay Gio bakery is built on transparency about origin of
Process
agricultural products, and at the same time constantly research and
develop new safe agricultural products.

The store space is spacious and clean, with a full and intuitive display of
products so that customers can easily choose the desired product. With a
wall painted in yellow typical of ancient Da Lat in the past. has become a Physical
must-visit place for young people who love photography and art when Evidence
coming to Da Lat.
Rate current programs
Program name:
‘’Săn lịch khuyến mãi tháng 8’’.
Currently, during the covid epidemic season, the bakery
has stopped direct sales and has launched an online sales
campaign for customers. Current promotions “Coi xay Gio”.

To show gratitude to customers accompanying Coi Xay

Gio. Created promotions for weekdays, these days customers
will be offered delicious cakes or free shipping.
 FAB
Features Advantages Benefits

Easy ordering, fast delivery. Customers can receive them

Customers do not need to go on special days for example:
Reaching many customers to the shop directly, they can free delivery, free pork ears
during the epidemic season. also eat their favorite cakes with mushroom sauce, buy 3
and sip delicious glasses of dishes, get free drinks,... on
water. weekdays.
 Marketing strategy challenge
• Coi Xay Gio inexperienced in implementing media campaigns.
• In addition to the ineffective communication strategy, Coi Xay Gio has many other problems that need to
be solved to attract and retain customers (products, services, ...) so the brand needs to solve many
problems in parallel. backlog to achieve the goal of increasing sales.
• Communication costs may be greater than expected.

Locating new service Coi Xay Gio

• Improve product quality (according to the survey, the majority of customers feel that the pastry products
at Coi Xay Gio need to be improved).
• Promote the introduction of specialty products of the shop (Chicken Bread, Sticky Cake, Dried Fruit).
• Promote Direct Marketing Campaign Implementation.
Communication
Strategy
 Communication Target
Improve brand awareness of Coi Xay Gio bakery.
Increase the number of Facebook page followers per day in the last 3
months of 2021 to 50,000 people.
Reach the number of people checking-in at the shop is 25,000 people
Becoming the Top of Mind brand in terms of cake service and dry snacks
in Da Lat, more specifically, the Top 1 in the minds of consumers.
Sales increased by 3% compared to the third quarter of 2021.
 Communication Target
The rate of customers returning to buy products at Coi Xay Gio has increased to
80% since November 2021.
The rate of customers satisfied with products of Coi Xay Gio reaches 80%
Reaching 70% of customers will recommend Coi Xay Gio to friends and family.
In the last 3 months of 2021, the number of searchers increased by 20%.
Achieved 1000 positive feedbacks received from Facebook users in the last 3
months of 2020.
Interact with at least 3,000 customers during the launch of the new campaign
 Target Audience

Young people using social networks from about 17 - 29 years old

Living in urban areas like Ho Chi Minh City, Nha Trang, Da Lat
Are in need of traveling or going out with friends
Groups of friends who love to check-in at hot places and like to have lots
of likes on social networks
Direct integrated Phrase 1:
Content: “Bánh Ngon trên Đồi Xinh”

media campaign AIM: Focusing on introducing products at the existing Windmill such
as cakes, bread, drinks, dried specialties. In particular, customers can
come to enjoy cakes at Windmill and sit here to check-in and chat. Grab
the attention of your target audience with Social Media and Direct
Marketing Tools.
Time: from November 15, 2021 to November 30, 2021
 Website Coupon
Design the main cover on the PHAR
ONE
Customers ordering through the

SE
Website for the campaign of Coi Xay website enter the coupon code to
Gio receive the discount.
 Mini Game on Facebook
Participation rules: Post a check-in photo with
friends at Coi Xay Gio on Facebook with
Hashtag: #CoiXayGio#BanhNgonTrenDoiXinh
will receive a 10% discount voucher when
buying products at the store.
PHAR
ONE
Loyalty Card - Membership
SE
Create a loyalty card to accumulate bonus
points. For each bill over 100,000 VND,
customers will earn 1 bonus point.
 Email
Customers who provide an email

PHAR
ONE
on the website will receive a 10%
discount voucher for products at
SE Coi Xay Gio (sent to the email
provided by the customer).
Direct integrated Phrase 2:
Content: "Noel đỏ bên Bức Tường Vàng"
media campaign AIM: Increase in-store interactions and increase revenue. Focus on
building the Christmas campaign because this is the time when Da Lat
welcomes the most tourists and also the time of the Christmas holiday
season.
Time: from December 15, 2021 to December 31, 2021
 PHAR
TWO
SE
Special menu and Brochure
(December 15, 2021 to
December 31, 2021)
 PHAR
TWO
SE
Promotion
Buy 2 cakes get 1 free drink
(December 15, 2021 to December
31, 2021)
The program poster will be
posted on the website, Facebook
fanpage and Instagram
 PHAR
TWO
SE
E-Newsletter
(Sent from December 10, 2021 to December 14,
2021)
Promotion information buy 2 cakes get 1 drink
free and Special Menu in Email Newsletter will
be sent to customers via the email the customer
has provided through the survey and data
available at the store or on the website.
Direct integrated Phrase 3:
Content: “Tết ấm giữa Thành Phố Thông”

media campaign AIM: Focusing on introducing local specialties of Coi xay gio:
Sticky rice and Chicken bread. Increase the number of customers
using fresh products of Windmill and increase the number of
interactions Check-in Hot Bread and Sticky Rice at the store.
Time: from January 20, 2022 to February 10, 2022
 Same price
Sending 15% Voucher for items for for Banh Mi
Customer provides email on website. Ga and Xoi
for customers
who receive
mail (send
email on
January 22,
2021 -
January 25,
2021)

PHARSE
THREE Voucher via Email
(Customer receive voucher by email from January 15, 2022 to January 1
2022)
 9:32 am

Mobile Marketing
(Send messages to customers on January 22, 2021
- January 25, 2021)
Customers who receive the message will be able to
buy bread and sticky rice for 11,000 VND with
code: TETCUNGCOI (takes place from January
25, 2022 to January 31, 2022)

PHARSE
THREE
Direct Selling
(November 15, 2021 - February 10, 2022)
During the program, new customers who come to
buy products directly at Windmill will be
introduced to all existing programs by the staff at
the store.

PHARSE
THREE
Database Management
Strategy
 Database investment
• Investing customer database of a beverage or
homestay business are locating in Da Lat.
• According to recent statistics, Da Lat attracts
millions of tourists in 2020, young people come
here to visit, explore and find out more. check-in
location.
 Database collect through offers
and communication program implementation

CUSTOMERS INTERACT WITH CUSTOMERS RECEIVE MESSAGES

FACEBOOK ADVERTISINGS & OFFERS FROM BUSINESSES

VISIT THE STORE TO HAVE PRODUCT

EXPERIENCE CONFIRM CUSTOMER INFORMATION
 Develop a customer service plan

PAYMENT GATEWAYS

PROPOSALS, OFFERS VIA CUSTOMER CARE

FACEBOOK ADVERTISINGS, MAIL

SATISFY CUSTOMER NEEDS

FEEDBACK, CONFIRM CUSTOMER’S ORDER SHIPPING SERVICE

• Proposing and sending best-selling products to customers through the platform via
Facebook ADS, Mail.

• Feedback and order confirmation from customers

• Shipping service: After confirming the order, Coi Xay Gio will deploy the order to the
delivery partner to deliver the product to the customer.

• Customer care service: Customer Service department will answer Customer’s

questions, advise on services, products and respond messages of partners.

• Payment gateways: Coi Xay Gio will further cooperate with "cashless" payment service
providers such as Momo, Internet Banking, ...
Database Analysis Strategy

Benefits of collecting customer data:

• Remember customer information to analyze and
optimize to deliver accurate offers
• Strengthen the relationship between customers and
businesses
• Build trust with customers
 S.M.A.R.T goals
goal: “Increase brand awareness to reach 50,000 Facebook followers by the end of December’

Specific:
• Reach 50,000 followers on fanpage
• Checkin at Coi Xay Gio store reached 30,000 people at the shop from
the end of November to the end of December.
• Scale clients back to the shop from 80% to 85% at the end of December.
• Customer interaction in a campaign arranged to at least 3000.
 Evaluate the effectiveness of the campaign
(S.M.A.R.T)
Measurable Achievable
The increase in the number of According to the assessment
followers from November 20 of previous programs of Coi
to the end of December. Xay Gio, such as “Lịch săn
khuyến mãi tháng 8” has
attracted many customers in
Da Lat to order.
Realistic Time-bound
Coi Xay Gio has been reached From November 20th, Coi
500,000 times in 1 Xay Gio has started to have
month,reached the top 3 in monthly promotions
the top 10 most popular
restaurants in the table WE
CHOICE AWARDS 3.
Sales revenue 2018 and 2019
reached over 3 billion,in 2020
the revenue decreased to
approximately 600 million.
Timeline
 Budget
Stage 1
Main goal: "Introducing products at Coi Xay Gio to customers on Social media platform"
“Bánh Ngon trên Đồi Xinh” <> November 15th, 2021 - November 30th, 2021

ADVERTISING TOOLS QUANTITIES UNIT PRICE COST

Facebook Ads 500,000 prospects 22,098 VND/1000 prospects 1,100,000 VND

Poster 3 500,000 VND/each 1,500,000 VND

Website Design 1 pack 3,000,000 VND 3,000,000 VND

Total: 5,600,000 VND

 Budget
Stage 2
Main goal: “Increasing customer interactions and increasing revenue”
"Noel đỏ bên Bức Tường Vàng" <> December 15th, 2021 - December 30th, 2021

ADVERTISING TOOLS QUANTITIES UNIT PRICE COST

Facebook Ads
500,000 prospects 22,098/1000 prospects 1,000,000 VND
Poster
3 500,000 VND/each 1,500,000 VND
Email marketing
3 150,000 VND/invitation 450,000 VND
Total: 3,050,000 VND
 Budget
Stage 3
Main goal: “Introduce specialty products at Coi xay gio, increase the use of fresh products
and increase interaction”
“Tết ấm giữa Thành Phố Thông” <> January 20th, 2022 - February 10th, 2022

ADVERTISING TOOLS QUANTITIES UNIT PRICE COST

Facebook Ads
500,000 prospects 22,098/1000 prospects 1,000,000 VND
Poster
3 500,000 VND/each 1,500,000 VND
Email marketing
3 150,000 VND/invitation 450,000 VND
Total: 3,050,000 VND
 Other types of expenses:
ADVERTISING TOOLS QUANTITIES UNIT PRICE COST
CRM PROGRAM CRM software 1 year package 1,500,000 VND/month 15,000,000 VND

Investment cost dataclient 1 pack 10,000,000 VND/1 pack 10,000,000 VND

Budget
(15,000,000 customers)
Promotional cost 10% discount for 1 order Estimate from 10,000 VND Estimate 5,000,000 VND
(Direct Marketing) (phase 1,2,3)
Total: 30,000,000 VND

CRM PROGRAM EXAMPLE

 Estimated budget for Direct Marketing and Database Management Strategy

Evaluation
• Phase 1 Bánh Ngon trên Đồi Xinh (November 15th, 2021 - November 30th, 2021): 5,600,000 VND
• Phase 2 Noel đỏ bên bức tường vàng (December 15th, 2021 - December 30th, 2021): 3,050,000 VND
• Phase 3 Tết ấm giữa Thành Phố Thông (January 20th, 2022 - February 10th, 2022): 3,050,000 VND
• Promotional cost for 3 phases: 5,000,000 VND

Customer database development (3 years): 25,000,000 VND

Coi Xay Gio marketing investment from 2018 to 2020 (VND)

THANK YOU
GROUP 1