Chiến lược Marketing cho dòng sản phẩm mới của Cozy Quản trị marketing

THE FINANCIAL
UNIVERSITY OF FINANCE & MARKETING

Class: CLC_20DMA09
Course code: 2111702006009

CREATING A MARKETING PLAN FOR
COZY’S NEW PRODUCT - SELF BREWED MILK TEA
IN PERIOD 1/2022 – 12/2022

Majors: MARKETING
Specialized: MARKETING MANAGEMENT

Ho Chi Minh city, 2021

i


THE FINANCIAL
UNIVERSITY OF FINANCE & MARKETING

Class: CLC_20DMA09
Course code: 2111702006009

CREATING A MARKETING PLAN FOR
COZY’S NEW PRODUCT - SELF BREWED MILK TEA
IN PERIOD 1/2022 – 12/2022

Instructors: Master Đặng Huỳnh Phương
Student Implementation:
Name

Student Code

Trương Quốc King

2021008461

Nguyễn Hoài Nam

2021008483

Phạm Hoàng Yến Nhi

2021008309

Ho Chi Minh city, 2021

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GUARANTEE
We hereby declare that this is our own marketing plan under the guidance of Mr.Dang
Huynh Phuong. Our marketing plan for “Cozy’s new product - Cozy Self Brewed Milk tea”
is honest and has not been published in any form before. The data in the tables for analysis,
comments and evaluation are personally collected from different sources with clearly stated
origins. If we detect any fraud, we will take full responsibility for the content of our essay.

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ACKNOWLEDGEMENT
First of all, we would like to express our deep gratitude to my teacher Mr.Dang Huynh
Phuong, who wholeheartedly guided us throughout the course of studying Marketing
Management. He helped us orient the topic, layout the lesson, correct the content and
present the lesson in a scientific and effective way.
Although there were many difficulties in the process, we tried our best to complete the
lesson to the best of our ability. However, it is inevitable that there will be shortcomings,
we’re looking forward to receiving comments and evaluations to be able to improve.
Finally, we would like to wish all the teachers in the Faculty of Marketing good health,
always success in your career as well as in life and keep enthusiasm to continue to carry out
your noble mission of conveying knowledge for future generations.
Thank you sincerely!

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EXECUTIVE SUMMARY
Cozy tea brand today is no longer too strange to Vietnamese consumers. They are a business
that always tries to bring consumers delicious and safe tea cups. Today, with the extremely
complicated Covid-19 epidemic, it has partly affected consumer behavior in consuming its
products. Today's consumers tend to enjoy homemade products for processing, partly
because of the epidemic, partly because they care more about their health. What if
consumers could make themselves a cup of milk tea at home? Therefore, our group decided
to implement the topic "Creating a Marketing Plan for Cozy’s new product – Self brewed
milk tea in period 1/2022 – 12/2022”. And the work will be discussed with the structure of
the thesis consisting of 6 main chapters:
Chapter 1: Ecological Products Joint Stock company overview
Chapter 2: SWOT & Macro - Environmental Analysis
Chapter 3: STP Strategy
Chapter 4: Marketing Mix Strategy

Chapter 5: Action plan & Finance

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TABLE OF CONTENTS
GUARANTEE ................................................................................................................... iii
ACKNOWLEDGEMENT .................................................................................................. iv
EXECUTIVE SUMMARY.................................................................................................. v
CHAPTER 1 ...................................................................................................................... 1
ECOLOGICAL PRODUCTS JOINT STOCK COMPANY OVERVIEW ............................. 1
1. INTRODUCTION ................................................................................................................ 1

1.1. Vision .................................................................................................................................................... 1
1.2. Core values ........................................................................................................................................... 1
1.3. Mission ................................................................................................................................................. 1
1.4. Marketing Objectives ........................................................................................................................... 1
1.5. Brand Objectives .................................................................................................................................. 2
1.6. Financial Objectives ............................................................................................................................. 2

CHAPTER 2 ...................................................................................................................... 3
SWOT & MACRO – ENVIRONMENT ANALYSIS ........................................................... 3
2.1. SWOT OF COMPANY ...................................................................................................... 3
2.2. CURRENT MILK TEA MARKET SITUATION ............................................................ 4

2.2.1. Size and growth rate of Vietnam's milk tea market ....................................................................... 4
2.2.2. Trends of milk tea consumption ...................................................................................................... 4
2.2.3. Competition in the Vietnamese milk tea market ............................................................................ 5

2.3. SWOT OF PRODUCT ....................................................................................................... 6

CHAPTER 3 ...................................................................................................................... 8
STP STRATEGY ................................................................................................................ 8
3.1. SEGMENTATION ............................................................................................................ 8
3.2. TARGETING ..................................................................................................................... 9
3.3. POSITIONING ..................................................................................................................10

CHAPTER 4 .................................................................................................................... 11
MARKETING MIX STRATEGIES .................................................................................. 11
4.1. PRODUCT STRATEGY ...................................................................................................11

4.1.1. Product’s attributes......................................................................................................................... 11
4.1.2. Value propositions ........................................................................................................................... 11
4.1.3. Packaging ......................................................................................................................................... 11
4.1.4. Branding .......................................................................................................................................... 12
4.1.5. Labeling............................................................................................................................................ 12
4.1.6. Product support services................................................................................................................. 12

4.2. PRICE STRATEGY ..........................................................................................................13
4.3. DISTRIBUTION STRATEGY ..........................................................................................14

4.3.1. Types of distribution strategies ...................................................................................................... 14
4.3.2. Distribution channel ........................................................................................................................ 14
4.3.3. Distributor incentive policy ............................................................................................................ 15
4.3.4. Distribution channel management............................................................................................. 15

4.4. MARKETING COMMUNICATION STRATEGY ..........................................................16

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4.4.1. Advertising ....................................................................................................................................... 16
4.4.2. Public Relation ................................................................................................................................ 17
4.4.3. Promotion......................................................................................................................................... 18

CHAPTER 5 .................................................................................................................... 20
ACTION PLAN & FINANCE .......................................................................................... 20
5.1. ACTION PLAN .................................................................................................................20
5.2. FINANCE ..........................................................................................................................27

CONCLUSION ................................................................................................................ 30
REFERENCES ................................................................................................................ 31

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LIST OF PICTURE
Picture 1.1: Logo of ECO Products Company ............................................................ 1
Picture 3.1: Positioning Cozy's products with other brands ....................................... 10
Picture 4.1: Cozy milk tea Packaging .......................................................................... 11
Picture 4.2: Cozy brand ................................................................................................ 12
Picture 4.3: Cozy’s website ........................................................................................... 13
Picture 4.4: Cozy’s distribution channel ..................................................................... 14

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LIST OF TABLE
Table 3.1: Divide Vietnamese market of Cozy ............................................................. 9
Table 4.1: Comparison price ........................................................................................ 14

Table 4.2: Cozy’s social networking channel .............................................................. 17

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CHAPTER 1
ECOLOGICAL PRODUCTS JOINT STOCK COMPANY OVERVIEW
1. INTRODUCTION
Eco Products Joint Stock Company ECO Products is a New Generation tea group, a
leading manufacturer and exporter in Vietnam established in 2003. With the tea material
area developed methodically in most of the famous tea regions of the country, ECO
Products has invested in the most modern technologies to build the Cozy brand. With almost
20 years of experience in the tea industry, Cozy has become the leading Vietnamese tea
brand in Vietnam.

Picture 1.1: Logo of ECO Products Company

1.1. Vision
Constantly creating and improving to bring tea product lines with attractive, unique
and different flavors to satisfy the needs of Vietnamese consumers to enjoy tea. In addition,
the company also has a policy to take the lead in creating modern consumer trends and
styles, committing to bring clean, environmentally friendly and healthy tea products to
consumers.

1.2. Core values
The Cozy tea brand has oriented its business to combine the quintessence of Vietnam
and modern technology with the adoption of world tea cultures to create truly valuable
products and imprint not only in the domestic market but also ready to make a mark in the
international market. Besides, they are also committed to bringing clean, environmentally
friendly and healthy tea products to consumers. No matter who you are, at any age, prefer

traditional or modern tea flavors, there are product lines to satisfy your tea drinking needs.

1.3. Mission
The mission of Cozy tea and the ECO Products are to become a leading corporation
in Vietnam in the field of tea, bringing the Vietnamese brand off in the integration period,
to not only succeed in the country but also reaching out to the world market, affirming the
"Pride of Vietnamese Tea".

1.4. Marketing Objectives
As a Vietnamese tea brand with nearly 20 years of age, Cozy is loved and known by
many people. Cozy is too famous for products such as tea bags, instant tea. However, those
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products are almost unable to meet the needs of the current Z generation youth, at the time
of 2018 the epidemic had not broken out, milk tea was always the top favorite product of
young people. So, with home-brewed canned milk tea, we hope to reach about 60% - 80%
of today's young people, especially students.

1.5. Brand Objectives
Expanding cozy's brand awareness among Vietnam's Gen Z. Developing into a tea
brand for both students and college students. Always at the forefront of consumer trends,
providing a full range of traditional and modern tea products, suitable for all ages. Besides,
it strives to become the number 1 tea brand in Vietnam and is known in many countries
around the world.

1.6. Financial Objectives
In the first year, sales of about 9,088,500 tea boxes earned about 318 billion VND.
Marketing costs are about 5% - 10% per year.

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CHAPTER 2
SWOT & MACRO – ENVIRONMENT ANALYSIS
2.1. SWOT OF COMPANY
Strengths
• Have a long existence: With nearly 20 years of experience in the tea industry,
Ecological Products Joint Stock Company has developed Cozy becoming the
leading tea brand in Vietnam.
• Advanced and modern production lines: Imported processing and packaging lines
according to modern and leading technology in Italy, Germany and Japan, having
the leading scale of machinery in Southeast Asia.
• Recognized in the international market: Won a gold medal in the “International
Tea Competition” held in Canada. Won the award "Typical Brand of Asia - Pacific
2018".
• Having a diverse distribution system: It has appeared in almost every region of
the country. Besides Cozy also cooperates with big distributors such as Tiki,
Highland Coffee, Lotte, Coop mart, Central Group Vietnam,...
• Source of quality ingredients: Cozy has invested in many areas of clean tea
ingredients and cooperated with farmers in traditional tea areas. The process of
taking care of tea from planting to harvesting, preliminary processing is
accompanied by enterprises, and guides farmers carefully to ensure that they get the
best ingredients.
Weakness
• Lack of innovation: Although Cozy has the advantage in product quality, they have
little improvement, lack of freshness and modernity.
• Difficulty in managing distribution channels: The distribution is too wide,
making distribution channel management difficult.
Opportunity

• Choosing the right audience: The generation that Cozy targets is the Millennial
generation (from 25-35), with convenient refreshments and drinks habits.
• Green living trend: With the emerging movement in green living, healthy living,
consumers are tending to use products from nature.
• Going beyond the international market: Having gained international recognition,
won many awards in tea competitions, Cozy has succeeded in building a good image
with international friends.
• “It's time for Vietnamese agricultural products to take off”: The success story
of Cozy Jasmine Tea in the US market is expected to open doors for Vietnamese
agricultural products to confidently enter the world. Experts also affirmed that this
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is the right time for Vietnamese agricultural products to "take off", with appropriate
steps.
Threats
• The alternative: Cozy brand creates products that are packaged teas, this is a market
that can be said to have fierce competition.
• Increasing competition: When Vietnamese agricultural products have been
recognized, new businesses will appear that can compete directly with Cozy.

2.2. CURRENT MILK TEA MARKET SITUATION
2.2.1. Size and growth rate of Vietnam's milk tea market
Milk tea has appeared in Vietnam a long time ago, but it was not until 2013 that this
market really developed and exploded with a series of brands both at domestic and
international. According to a beverage market study conducted in 2018, milk tea ranks
second among the most popular beverages in the Vietnamese market, after ground ice drinks
and above coffee. The biggest drinkers of milk tea were women (53%) and young people
aged 15 to 22 (35%) (Marketing AI, 08/2020). Despite being a potential market and tending
to continue to grow. However, with the emergence of Covid-19 at the end of 2019, the milk

tea market was also affected quite badly. According to some food and beverage (F&B)
industry reports in 2019, the milk tea market in Vietnam will slow down in the near future
and is expected to remain at only a natural growth rate of 5.7% per year. That means the
growth rate dropped sharply to only a quarter compared to the peak period two years ago,
when the growth rate reached 200%.
In 2019, 4 high-end milk tea brands: The Alley, Koi Thé, Gong Cha, Phuc Long all
expanded their market share throughout the country. But a year later due to the great impact
of the COVID-19 epidemic, many milk tea brands had to relocate and have to return the
rental premises. Although a new normal has now been established, people are still afraid to
eat in crowded places.
ð This is a great opportunity for home-made milk tea products.

2.2.2. Trends of milk tea consumption
According to a recent Nielsen study, consumers are being affected by four new
patterns of behavior and socioeconomic patterns that are forming after the pandemic.
According to these models, in the future, consumers will tend to buy health products, spend
on more necessary products and form a lifestyle at home. While it has been damaged by
Covid, there is no denying that it opens a new era.
The majority of consumers will pay more attention to the issue of immune
enhancement. And when it comes to the basic ingredients in milk tea processing, black tea
is the leading ingredient, followed by green tea, olong tea and white tea. High in vitamins
E, C, B2, minerals and rich in antioxidants (much higher than green tea and olong tea),
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black tea helps reduce the risk of cardiovascular disease, reduce cholesterol levels, lose
weight, is good for the digestive and immune systems. Currently when buying milk tea at
chains such as Phuc Long, Tocotoco, toocha,... Although there is a discount code, to own a
cup of milk tea at home, customers have to spend a fairly high price from 50,000 VND to
90,000 VND. In the past people were willing to spend but now they tighten their spending

and choose more carefully than they used to buy. Therefore, products such as homemade
milk tea or homemade milk tea at a cheaper and safer price are gradually becoming a new
trend of the milk tea market in the coming time.

2.2.3. Competition in the Vietnamese milk tea market
Currently, the country has about 1,500 milk tea shops with about 100 fiercely
competitive brands. It is a profitable market so it is not uncommon for not only famous
brands to enter this market but also many individual and small stores. The market can be
divided into three main groups:
• First group: Vietnamese brands with franchise policy such as Bobapop, Toco
Toco...
• The second group: milk tea brands from other countries or the average of about
50 stores nationwide such as DingTea, The Alley, Koi Thé, Gongcha, Phuc
Long...
• The third group: is a small and medium-sized group, take away...
In Hanoi, with the monopoly of Ding Tea brand always leads with 195 stores
nationwide, followed by brands such as Tocotoco or Gongcha. In Ho Chi Minh City, the
three biggest brands can be mentioned: The Coffee House, Phuc Long, Highlands Coffee
has developed tea or milk tea and topping for drinks on the menu such as golden lotus tea,
peach tea, macchiato black tea, Phuc Long milk tea…
Due to the epidemic situation, recently packaged milk tea companies, homemade
milk tea is also thriving. The first is NESTEA Milk Tea, a product of Nestlé Group, VTea
Thai Milk Tea, Mr. Brown Homemade Milk Tea,... In addition, there are two products that
are loved by many young people today: Hillway homemade pearl milk tea and The Alley
homemade milk tea. These two types are considered by consumers, especially young people
to have a taste that is no different from the restaurant but the price is very cheap from 10,000
VND - 20,000 VND to own a glass of milk tea at home.
Direct competitors
It's a very competitive market. Although there are many products ahead, due to the
taste, convenience and price is quite high, so it is less popular and known. In Vietnam, two

fast-growing products after the epidemic and are direct competitors of Cozy are probably
Nestle, Lipton, Dilmah.

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Indirect competitors
As a profitable market, there will be many big people in the industry involved in this
pastry. To meet the desired needs of users, brands such as: The Coffee House, Phuc Long,
Ding tea,... Ready to launch a product that can be used at home. Or even big corporations
like Lipton, Dilmah,...

2.3. SWOT OF PRODUCT
Strengths
• Origin, ingredients are clearly printed: Currently, in the market there are many
milk tea shops selling milk tea that have unknown origin and ingredients, which
makes consumers feel unsafe for their health. Self brewed Milk Tea will be a good
choice for consumers because they can know the origin and ingredients printed
clearly on the box.
• Environmentally friendly materials: Self brewed Milk Tea box is a very ecofriendly paper box.
• Bringing convenience: Convenient and always available whenever customers crave
milk tea as well as saving their time and money to make a cup of milk tea by
themselves more than when ordering a cup of milk tea at shops.
• Make in the way customers want: Self brewed Milk Tea can satisfy fastidious
consumers because they can adjust the sweetness according to their personal
preferences.
Weaknesses
• Milk tea boxes made of paper, when pouring hot water into the cup, it can heat the
consumer's hands.
• Not diverse in taste because there is only one traditional milk tea flavor.

• There are no specific instructions for use, so consumers may not know how to
make or make it in the wrong way.
Opportunities
• Origin, ingredients are clearly printed: Because of the Covid-19 epidemic,
consumers tend to establish a ‘Home Lifestyle’ which means they form the habit of
"doing everything by themselves" and have a greater need to experience the brand
at home. They want to find products that are more suitable for their lifestyle at home.
Instead of ordering a cup of milk tea from the shop to drink, consumers want to
experience making a cup of milk tea by themselves.
• The milk tea market is extremely potential: Milk tea has long been a very familiar
drink for not only young Vietnamese but also middle-aged people. And gradually
enjoying milk tea is likened to a new culture because it is not only a drink for
refreshment but also an enjoyment to satisfy people's passion for cups of milk tea.

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• Consumers now are very concerned about environmental issues: They tend to
use products with environmentally friendly packages instead of products packed
with plastic.
• Consumers are increasingly concerned about their health: They are willing to
pay more for a cup of quality milk tea instead of buying one with unknown origin
and low quality.
Threats
• High competitive rate
• Retailers such as supermarkets, convenience stores, department stores have
many strict requirements when importing products for sale.
• There is no specific guidance so the customer can do it the wrong way.
SO - ST - WO - WT Strategies
a) SO Strategies

S1 - O4: Printing clearly and accurately the origin and ingredients of milk tea on the
package, committing that the ingredients are not harmful to health, bringing trust to
consumers.
S2 - O3: Giving environmental protection messages through the production of ecofriendly paper milk tea cups to attract consumers who care about environmental issues.
(Đưa ra thông điệp bảo vệ môi trường thông qua việc sản xuất ly trà sữa bằng giấy thân
thiện với môi trường nhằm thu hút người tiêu dùng quan tâm đến vấn đề môi trường).
S3 - O2: Expanding distribution channels so that products can easily reach
consumers, serving their needs and preferences for drinking milk tea.
b) ST Strategies
S4 - T3: Running advertisements about the taste of Self brewed Milk Tea and its
flexibility in adjusting the sweetness to show customers that the product has the same taste
as a cup of milk tea at the shop and it can even change the taste according to personal
preference.
c) WO Strategies
W1 - O3: Advertising about the material of Self brewed Milk Tea is a very
environmentally friendly paper box that will make consumers accept the weakness of
heating their hands when adding boiling water to the product.
W3 - O1: Promote communication strategies, propagandize home lifestyle for
consumers.
d) WT Strategies
W2 - T1: Focus on developing and perfecting the quality and taste of milk tea to
bring a good impression in the hearts of consumers.
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CHAPTER 3
STP STRATEGY
3.1. SEGMENTATION
The market is always diverse with different customers and one business cannot meet
all the needs of all customers. Businesses need to understand the needs of their customers.

Market research helps businesses divide the market into many small segments and then
choose a segment to focus on. Cozy divides the market into the following 3 main segments.

Segment 1

Geographic

Demographic

Psychographic

Segment 2

Segment 3

Region: Concentrated Region: Concentrated in
in big cities, near
big cities, high-rise
schools...
buildings, concentrated
in a large number of
offices , apartments,...

Region: Concentrated in
big cities, high-rise
buildings, concentrated in a
large number of
apartments, parks,...

Gender: Male, Fema Gender: Male, Female

le

Gender: Male, Female

Age: 15-23

Age: 23-30

Age: >30

Occupation:
Students, colleagues
and postgraduates,...

Occupation: Officers,
Workers and Employees

Occupation: Officers,
Workers and Employees

Family: Single.

Family: Newly married
or having small children

Family: Stable, raising
children.to independence.

Income: Have low
income ( depend on

parents )

Income: Have stable
income.

Income: Have stable
income.

Education:High
school, University

Education:
Bachelor degree, Master

Education: Bachelor
degree, Master

Lifestyle: Dynamic,
modern, easy to
change, grasping fast
trends.

Lifestyle: Busy,
attentive, catching up
with trends .

Lifestyle: Calm, care
about health, catching up
with
trends slower.

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Behavioristic

Personality: Like to
explore and
experience new
things, like to hang
out with friends.

Personality:
Experiencing new
things, preferring to
spend time alone rather
than hanging out with
friends.

Personality: Quiet, stable,
difficult to accept
innovation, less like to
experience.

Motivation: care
about taste.

Motivation: care about
Motivation: care about
taste, product quality and taste, product quality and

health
health

Interests looking for:
Attractive taste,
reasonable price, eyecatching design.

Search interests:
Attractive taste, product
quality, health benefits ,
less interested in product
design

Searching benefits:
Attractive flavor, Product
quality and health benefits,
less interest in product
design.

Loyalty: Low, easy
to change to catch up
with new trends.

Loyalty level: Medium
high.

Loyalty level: High, once
they put their trust in them,
they rarely change.

Price sensitive: High

Price sensitive: Medium

Price sensitive: Low

Reference group:
Friends, influencers
like youtuber, idol,
KOL, tiktoker,
others,…, media

Reference group:
Family, colleagues,
friends, social networks.

Reference group: Family,
friends, colleagues.

Table 3.1: Divide Vietnamese market of Cozy

3.2. TARGETING
The main target market that Cozy targets for this product is segment 2. The audience in
this segment is from 23-30 years old, living and working in urban areas. Segment 2 is a
potential market for Cozy because the characteristics of consumers in this segment are
consistent with the characteristics of Self Brewed Milk Tea Cozy new product :
•

Having a stable source of income, so be able to pay for themselves

•

Care about product quality and health issues.

•

Tends to use products that are readily available and convenient due to the nature of
the work.

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3.3. POSITIONING
From the brand positioning of "Vietnam's No.1 Tea" or "Proud of Vietnamese tea"
and an ecological product, Cozy commits to customers: Cozy tea is clean tea in all
production processes, bringing health and wellness, healthy for consumers. Affirming the
high quality Vietnamese tea brand with perfect customer care service, meeting the diverse
requirements of customers. Cozy is always a pioneer in creating new products, creating a
new consumption style to add value to the tea drinking culture of Vietnamese people in a
dynamic, modern and integrated life while always ensuring the elements of ecology, food
hygiene and safety for the health of consumers.
With the familiar slogan "From the Tea Garden", Cozy tea brand has positioned its
product as a "homemade" product born from the quintessence of the S-shaped strip of land.
A "home made" product. Of course, it will bring much better safety than industrially
produced products. Cozy products are selected from carefully selected ingredients, under
strict supervision in the production process, so product safety has been positioned by Cozy.
In addition, what happens when you have a craving for milk tea and you have a cup
of homemade milk tea? The first thing you feel is convenience. Indeed, the convenience
that a cup of homemade milk tea brings is enormous. This is a very potential market, but
there are few fast moving consumer goods (FMCG) companies that have officially entered

this market. Therefore, when positioning for convenience, Cozy's milk tea will compete
with F&B brands that have entered the market.

Picture 3.1: Positioning Cozy's products with other brands
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CHAPTER 4
MARKETING MIX STRATEGIES
4.1. PRODUCT STRATEGY

4.1.1. Product’s attributes
Self Brewed Milk tea is made from 1 tea bag filter that made of woven fabric instead
of paper like other bags, 1 bag of milk tea powder, 1 bag of black sugar topping with
standard sugar brown and 1 bag of black bubble. All are made from safe materials, so it is
safe for consumers' health. The product is processed by the distillation method. The water
will be boiled, and the steam will pass through a layer of black tea to infuse the tea flavor.
This amount of steam is then cooled, leaving a layer of tea-flavored liquid that is transparent
like water. Transparent milk ingredients containing only lactose and fat-free minerals are
suitable for all audiences. Combine transparent milk ingredients with the above "transparent
tea flavored water" to get milk tea flavored water.

4.1.2. Value propositions
Cozy is committed to providing consumers with Self Brewed milk tea products that
taste as good as enjoying a cup of milk tea at shops but the sweetness can be adjusted
according to consumers' preferences and is safe for consumers' health. In addition, for busy
customers, convenience is what Cozy wants to bring to them so that they can both satisfy
their crave for drinking milk tea and save their time.

4.1.3. Packaging

Cozy Self Brewed Milk tea box is a very
eco-friendly paper box. The size is equal to the size
L milk tea cup at shops with a capacity of 700ml,
on the box is printed the brand logo of Cozy milk
tea brand. The lid is designed with plastic material,
the straw consists of two segments: a large and
short segment, a smaller and longer segment,
inserting the small tube into the large tube will form
a straw of the right size. This package design has a
prominent feature that it is very difficult to pour and
easier to store drinks.

. Picture 4.1: Cozy milk tea Packaging

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4.1.4. Branding

Picture 4.2: Cozy brand
With more than 20 years of experience in the tea industry, Cozy has become the
leading Vietnamese tea brand in Vietnam. Cozy is written in a modern font with green
tones. This color represents the green color of the tea fields - the source of fresh ingredients
and also the pride of the Cozy brand.

4.1.5. Labeling
The main colors of the labels are green and white, which bring a feeling of freshness
to consumers. The hexagonal label will be affixed to the front of the paper cup horizontally,
with the brand name and product name printed on it. The back of the paper cup will be
affixed with a label of the same size as the front, which contains information such as

ingredients, expiry date, instructions for use and storage, product capacity, name and
address. manufacturer or distribution company, including street address, a general overview
of the nutritional value of the product will be clearly printed and detailed.

4.1.6. Product support services
The company has created an official website for the Cozy brand. The information
about the product will be posted and updated regularly so that customers can look for
products information and exchange it with Cozy’s staff directly before buying the product.
In addition, the website and fanpage will provide a toll-free phone number and email for
customers to contribute ideas and receive advice before, during and after purchase.

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Picture 4.3: Cozy’s website
Shopping support: For busy customers who do not have time to go to places that sell
Cozy Self Brewed Milk tea, they can easily buy products through online shopping sites such
as Shopee, Lazada and Tiki.

4.2. PRICE STRATEGY
In the new stage of launching products to the market, Cozy self brewed Milk tea will
use the Price Skimming Strategy, which means setting a high price to influence consumers'
perception (desire to buy high-quality, positional products). Since then, Cozy has confirmed
the quality of its products to competitors and consumers. With a high price to get high
profits in a short time to compensate for the huge investment costs for the production and
launch of products to the market. When Cozy self brewed Milk tea is newly launched on
the market, the price of 1 box with a capacity of 700ml will be 35.000 VND. That is a price
that is not too high compared to the use "like enjoying a cup of milk tea but more convenient
and safe for health" of the product. However, considering the domestic instant milk tea
market in Vietnam, it is not cheap. In general, Cozy self brewed Milk tea still has a higher

price than other instant milk tea products. Here is the competition between a few instant
milk tea companies with Cozy in terms of price:

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Copanies

Price/box

Cozy Milk Tea

35.000 VNĐ

NESTEA Milk Tea

32.000 VNĐ

Birdy instant milk tea 3in1

25.000 VNĐ

Maya Milk Tea

24.000 VNĐ
Table 4.1: Comparison price

The price of Cozy self brewed milk tea is higher mainly because the company
focuses on product quality that is safe and healthy for customers. The high cost of input
materials, fresh ingredients, technological processes with many complicated processing

stages, these increase the cost of the product.

4.3. DISTRIBUTION STRATEGY
4.3.1. Types of distribution strategies
Because Cozy self brewed milk tea is a popular consumer item, consumed regularly,
consumers do not waste effort when deciding to buy, so Cozy will use an extensive
distribution strategy for its product.

4.3.2. Distribution channel
For goods to be consumed, there need to
be different individuals involved in the
distribution of the company's products, including
manufacturers, distribution intermediaries, and
consumers/customers. Below is the distribution
channel structure Cozy will apply to distribute its
milk tea product to consumers:
• Distribution channel length: One level
• Type of intermediaries joining the
channel: Retailers

Picture 4.4: Cozy’s distribution channel

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• Distribution channel width:
a/ Traditional distribution channel
Vietnamese people have the habit of buying everyday consumer goods, so for their
convenience and speed, Cozy will distribute milk tea flavored water to consumers through
intermediaries such as markets, grocery stores. This makes it easy for them to buy products

quickly, saving time.
b/ Modern distribution channel
Nowadays, Vietnamese people tend to prefer to buy consumer goods in modern
distribution locations such as supermarkets, buffet stores and online shopping channels,
especially in the context of the Covid-19 epidemic, consumers tend to shop more through
e-commerce channels. Therefore, Cozy will distribute its product to consumers through
these retail channels. Cozy Self Brewed milk tea product will be distributed at:
-

4 retail supermarket chains that are Big C, Co.op mart, Emart and Vinmart.
5 convenience store chains Circle K, Ministop, Family mart, 7-Eleven, GS25
3 major online shopping sites, Lazada, Shopee and Tiki.

At these supermarkets, convenience stores, and online shopping sites the product is
delivered directly to the end consumers. This distribution channel focuses on the end
consumers, consuming in small quantities but often.

4.3.3. Distributor incentive policy
Because of the very important role of distributors in the market, Cozy will
implement policies to encourage distributors to strengthen cooperation and ensure a
longterm relationship between the company - the end customers. To encourage distributors,
the best policy that Cozy will apply is to use a discount rate that increases gradually
according to sales. Cozy may provide a higher discount to distributors who guarantee to sell
a larger volume of products and give priority to fewer deposits when purchasing products
or prepayment of orders for large distributors.

4.3.4. Distribution channel management
The first is the receipt and processing of orders. When receiving orders, Cozy tries
to satisfy customers as quickly as possible in terms of quantity, price, and service and then
deliver goods as quickly as possible to customers.

In addition, Cozy regularly encourages channel members so they can work at their
best. Cozy can learn the needs and aspirations of the members, try to establish a close
relationship with them to meet their needs to the best of the company's ability. At the end
of each operating period, there should be accurate assessments of the business results of
each channel member. Thereby, there is an appropriate material reward if they complete the
job well. On the contrary, the members do not complete the task well, make many mistakes
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in the process of operation, Cozy will find out the reasons to have solutions such as warning,
dismissal, or additional help.
To be able to perform well the distribution process also requires appropriate
investment to get the highest profit. The company will invest 10-12% of its revenue. In
addition, it is necessary to try to exploit the full potential of storage and warehousing to
reduce distribution costs.
Build the brand image of Cozy self brewed Milk tea by supporting beautiful and
prominent banners, signs, and product display shelves at retail locations to create attraction
and interest in the product of consumers.

4.4. MARKETING COMMUNICATION STRATEGY
4.4.1. Advertising
Social network.
Through two main media, which are social networking sites and news sites, convey
information. Use effectively to boost brand awareness and new product launch information.
Cozy is a Vietnamese tea brand, but social media advertising activities have not yet attracted
many consumers in Vietnam. Through the launch of new products to expand the coverage
of the Cozy brand even more.
Cozy's new product will focus on target customers with a relatively young age, from
23 to 30 years old. Currently, in Vietnam, there are mainly three main social networking
channels: Facebook, Tiktok, and Instagram. In each separate social channel, Cozy will use

different advertising strategies to promote brand image. In the past, Cozy has not promoted
the development of products for young people and social networking sites much, so this
time is an opportunity for Cozy to develop more strongly in the domestic as well as
international markets. In addition, advertising by hanging banners on buses also attracts a
lot of attention for new products. Nowadays, with the development of information
technology, websites are interesting and often used by people, so small banners can be used
through websites to promote to more people.

Channel

Format

Facebook

Post

Instagram

Story

Tiktok

Quantity

Unit

20,000

Interaction

14,000

Clicks

300.000

Views

8,000

Clicks

500,000

Views

Post

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