Report progress mkt328mtocotoco thạch hòa

REPORT PROGRESS MKT328m
Lecturer: Tran Vi Anh
TOCOTOCO THẠCH HÒA
GROUP 2
Team members:
Nguyen Quynh Nga - HS163458
Nguyen Cong Manh - HE 164050
Nguyen Thi Ngoc Anh - HS163480
Nguyen Quang Huy - HS163488
Vu Ngoc Huyen - HS163460

1


TABLE OF CONTENT
I. Executive Summary

3

II. Introduction

3

A. Client/Brand Analysis.
1. Its business model and strategy for growth.
2. Its online presence (website traffic trends, social platforms).
3. Its customers (with numbers, segments, demographics, etc.)
4. Any trends in customer purchasing patterns
B. Key marketing communication problem(s) to be solved
1. Secondary research
2. Primary research

3. Customer insights and current issues
C. Customer's Journey
D. Key strategic campaign decisions
1. Owned media (Social Media)
2. Campaign objectives and KPIs

3
3
11
17
18
18
18
19
21
22
23
23
24

IV. Campaign Analysis
A. Channel strategy
B. Budgeting
C. Evaluation of effectiveness

27
27
27
28

V. Recommendations and Conclusions
1. Recommendation
2. Conclusion

29
29
29

VI. References

30

2


I. Executive Summary
TocoToco Thach Hoa has gradually affirmed its position in the choice of milk tea
of FPT Hanoi university students, F School students with its own advantages and
reasonable prices. Here, they offer milk tea with many interesting flavors, unique
pearls but with guaranteed quality and fresh ingredients from seasonal regional
specialties. The ability to saturate the milk tea market in particular and junk food in
general makes it easy to reach or become the top of mind of target customers.
Besides, with direct competitors such as Highlands Coffee at FPT University's
canteen, Mixue, Dodo, TocoToco Thach Hoa chooses its own and solid path when
there are special offers on holidays with vouchers up to 30% .

At the same time, sponsoring many events at FPT University Hanoi to have
official booths and convenient locations to reach students. Not only that, but
with the habit and priority of customers who are students with not too high
income but high frequency of drinking milk tea, reasonable price, TocoToco

Thach Hoa is an extremely good choice. Therefore, we analyzed and
collaborated with TocoToco owner Thach Hoa to deploy many plans and
articles on the official fanpage to reach more people, attract and sell
effectively, spread high and achieve expectations, and set KPIs.

II. Introduction
A.
1.

Client/Brand Analysis.
Its business model and strategy for growth.
a. About Company

ToCoToCo is a franchised milk tea brand belonging to Taco Trading & Service
Co., Ltd., established on 11/12/2013. ToCoToCo carries the mission of becoming
a pure Vietnamese milk tea brand. Since its establishment, ToCoToCo has
become a must-try milk tea brand for young people nationwide. Up to now, the
company has nearly 500 stores, of which there are nearly 400 franchised stores.

TocoToco Thach Hoa is a franchised branch store in Hanoi, established on
August 28, 2022. The shop has an address at: Lane next to the gas station 39
( Quynh Le boarding-house) - Thach Hoa - Thach That - Hanoi.
●
Mission: At TocoToco, we are committed to bringing our customers the
most delicious and safe milk tea.
●
Vision: Bringing in the passion and desire to build a pure Vietnamese milk
tea brand with a strong hometown flavor. Tocotoco is always dedicated to exploiting
Vietnamese agricultural products to create fresh, safe, and nutritious drinks.
Tocotoco uses ingredients from available sources in Vietnam (such as Moc Chau

tea, Nghe An tapioca, and Da Lat mulberry jam), which are both clean and quality.
●
Products: Entering the ToCoToCo milk tea chain, you will be overwhelmed
by the super diverse menu, divided into 4 main groups. ToCoToCo has a milk tea
menu (14 types), a macchiato cream cheese menu (7 types), fruit tea (6 types), and
flexible yogurt (3 types). There are also a wide variety of products in different flavors
and colors.
3


●
-

b. Two sets of self-identities.
Self-assessment
Who do you think you are?
Tocotoco Thach Hoa is a milk tea branch of Taco Trading and Service
Co., Ltd., established on August 28, 2022.
With the slogan "Fresh Is Attitude", TocoToco Thach Hoa always wants to
bring customers the best and freshest products and services. Therefore, the
source of materials from tea, jellies, and pearls are all homemade by the
restaurant from natural ingredients and ensure the health of users.

Tocotoco Thach Hoa has an extremely rich menu, from milk tea to fruit tea,
black tea, green tea and even mousse with all kinds of toppings at not small
prices. A full cup of milk tea only ranges from 35 - 42k, enough for customers
to not need to drink and feel secure.
Who do you want to be?
Tocotoco aims to be the leading retail brand of milk tea and beverage in Thach
Hoa and Thach That. TocoToco Thach Hoa will always be one of the

addresses chosen by young people in Thach Hoa and Thach That areas.
Priority choice whenever you want to sip a cup of milk tea, chat with friends, …
Determine your relative position in a given market.
On August 28, 2022, Toco Thach Hoa opened, becoming a new choice for
FPT Hanoi university students and FSchool students, .. for delicious milk tea,
reasonable price and direct competition with Mixue Thach Hoa, Do Do milk
tea, Milk tea shops on FU-Hoa Lac, Highlands coffee,...
From 11/10/2022. TocoToco Thach Hoa is the silver sponsor for the Marketing
contest of FPT University Hanoi - Biz Case and launched attractive 30% vouchers
for students and brought huge revenue…. and got their attention high with creative
content uploads on Facebook.

From October 25, 2022, TocoToco Thach Hoa became a diamond sponsor
for the Halloween event of FPT University Hanoi with a voucher of 30% and
free upsize, instant supply of fresh milk tea at the point of sale and delivery
to class. for students and currently, on October 27, 2022, has increased the
total number of orders/day; week,...
With the milk tea line that competes directly, Highlands has a store right in the
school, but the vouchers often have very little discount compared to its high
price, so Toco has been very successful in hitting the mentality of prioritizing
cheap but similar quality. equivalents of FPT students and F school students.
How big is the overall market of your products or services?
Nowadays, Milk Tea is one of the most popular drinks among young people
with a variety of colors and flavors.
ToCoToCo's business form is to develop a franchised milk tea chain. Currently, the
brand has built a chain of stores that supply most of the demand for milk tea in many
4


provinces/cities. The ToCoToCo milk tea shop system is spread across the

country and even in Hanoi.
For TocoToco Thach Hoa alone, the market that the store targets is the majority of
students, students and young people in the area of Thach Hoa, Thach That - Hoa
Lac, Hanoi. Like traditional beverage stores, TocoToco Thach Hoa still focuses on
direct sales, which can be used at the shop and can be purchased in the form of
take away. In addition, the store's revenue accounts for most of its online sales,
through social media posts, store pages and sales websites.
Who are your competitors?
Currently, the three strongest opponents of Tocotoco Thach Hoa are Mixue.
Thach Hoa, Highland FPT and Do Do Thach Hoa Milk Tea.
+

MIXUE Thach Hoa is a Taiwanese milk tea brand that has been in operation since

August 2022. In the past 3 months, this brand has penetrated into Thach Hoa and created a big
fever among students addicted to milk tea in Hoa Lac.

Since the beginning of January 2021, milk tea has landed in Hoa Lac
more and more and has caused a fever in the past 3 months. There are
many milk tea brands in Thach Hoa, but MIXUE still retains its position
in the top brands with a large number of fans.
+
Highland coffee FPT University: Highland coffee has long carried the
message "Pride of Vietnam". Highland coffee shop with a prime location is at
canteen 1 in FPT University. This is a location that attracts a large number of visitors
from students and lecturers at FPT University Hanoi.
+
Do Do Milk Tea: Do Do Thach Hoa has been in operation since September
2022, although it has only just entered the milk tea world in Thach Hoa, Do Do is still
quite popular with young people because of its relatively low price (only from 20 to 20

minutes). 25k/1 cup of milk tea). In addition, Do Do is also famous recently because on
TikTok, Facebook or Instagram, many popular food bloggers and young people all show
great interest in this long-lasting Mochi milk tea, strangely delicious, especially delicious.
It's super cheap and most people will come back to buy it.

What differentiates your products and brands from those offered by your
competitors?
Tocotoco is proud to be a pure Vietnamese brand with a strong hometown
flavor. ToCoToCo store believes that enjoying a cup of milk tea made from
Moc Chau tea, pearls from Nghe An tapioca or mulberry jam from Da Lat, With
milk, TocoToco does not use fresh milk or condensed milk, but milk. flour is
imported from the world's big dairy farms such as: Netherlands, New Zealand...
=> Good input materials, so the price is slightly higher.
All input and output materials as well as processing processes must ensure
uniform quality and be tested for product quality according to the correct
process to produce a delicious cup of milk tea.
5


TocoToco promotes brand development but still ensures food hygiene and safety, this
business pays great attention to self-inspection, and inspectors discover that
establishments and agents do not ensure hygiene and safety. food as the case: Feeling
Tea… so TocoToco Thach Hoa has always asserted its position in its market.

●

In the eyes of others. - Customer

+
According to customers who have experienced drinks at TocoToco Thach

Hoa in particular and Toco in many places in general, there are posts on review
forums, on VinID, on Facebook groups about food and drinks, TocoToco Thach Hoa
is rated as having the best taste. Sweet, creative and delicious pearls with stable
quality and more affordable price than many milk tea brands on the market today.

+
With strong natural flavor, moderate sweetness, elegant and cool, fruit tea is
the perfect choice for hot summer days. And especially there are warm milk tea lines
for the winter that make the girls extremely impressed (Delicious Milk Tea Blog VinID, 2020).

6


+
Being the first pure Vietnamese milk tea brand in Vietnam with ingredients
directly from tea tops, strawberries, fresh milk, sweet mango,... in specialty areas across the
country, it is highly appreciated. That is why Toco Thach Hoa in particular and Toco in
general have won many prestigious awards, the first choice of students, office workers and
students in many parts of the country. (Foodi.com.vn, 2022)

+
Good prices, and often sales, discounts, gift vouchers for customers
or free upsize have made the rating level of TocoToco Thach Hoa loyal customer's
satisfaction scale always at 4.56/5 stars (TocoToco Bubble Tea, 2021).
7


- Employees:
+
Carefully selected raw materials, safe machinery and food safety assurance, all

processes are guaranteed to comply with SOP standards. Employees regularly clean
machinery periodically and the production process of raw materials must have labor
protection such as: Gloves, costumes and masks so as not to affect product quality. The
production stages are strictly monitored and checked regularly. The raw materials are
carefully selected and then processed by modern machinery.

+
At the beginning of the shift, all store staff must focus on chanting slogans
to raise morale and create the best quality working day. Spirit: Solidarity enthusiasm - fun, agile style, attentive, dedicated, close, friendly customers,
delicious, clean, fresh products.
+
Customers come to the store, staff smile "TocoToco hello" and say goodbye
"TocoToco thank you" when customers leave. Uniforms, masks, caps and aprons must all
be ready for a standard shift of store employees. When mixing, the absolute thing that must
not be forgotten is "wash your hands". The equipment used in the preparation process must
also comply with regulations. Towels are sorted by color for each use, rinse the tool with
filtered water before use. In particular, employees must comply with the time of semi-finished
products (jewelry, pudding...) from 3-4 hours to be destroyed to ensure freshness. In
particular, to keep the characteristic flavor of tea, green tea after brewing is only used within
3 hours to ensure quality.

-

Communities
When searching for the keyword "TocoToco Thach Hoa" on Google, there are
54,100 results related to this keyword.

Meanwhile, there are many articles about TocoToco by milk tea addicts in Hoa
Lac area and all students. This is a certificate of TocoToco Thach Hoa that is
very interesting to young people as a very famous brand in the milk tea world.

8


Especially after the video of 2,3 squids - love Toco very much was posted,
TocoToco Thach Hoa also received a lot of very positive comments such as
catching trends, music books, cute actors ....
-

Investors:
As a reputable franchise brand in the F&B field, ToCoToCo is also a pioneer in
using Vietnamese agricultural products in every glass of drink and is a rare
brand that supplies ingredients that meet ISO 22000 standards. With
remarkable developments in recent years Over the past 9 years with nearly
500 milk tea shops loved by millions of people, ToCoToCo has constantly
innovated and made a difference. And loads of great prizes.
Attractive package of investment and benefits, thanks to this reputation, you
already have a loyal customer base, and are also guaranteed a stable source
of revenue and profit right from the first days of opening the store. The brand
also supports bartending training, menu training, operation skills and is
responsible for training staff for the store. The cost of franchising is 0 VND.
Thanks to the large demand and consumption, and the wide market, the milk tea
franchise business model at ToCoToCo still brings stable profits to investors.

-

Governments.
According to the provisions of Vietnamese law on opening a milk tea shop, business
activities can only be conducted when licensed by a competent state agency. All
citizens and organizations when doing business need to fully register a certificate of tax
registration and business registration. For the milk tea business model in particular, in

addition to the above two certifications, the house/space lease contract, the certificate of
food hygiene and safety, etc. are also indispensable procedures.

Toco has done this very well, so the number of transfer shops opened
in good geographical locations is quite fast and Toco Thach Hoa is a
good example (TocoToco.com, 2021).
-

Suppliers.
With the message "Bold taste of nature - Full taste of happiness", ToCoToCo
has chosen to "Vietnamese" milk tea ingredients, specifically using the rich
source of agricultural products in the country to create new and unique
flavors. unique and delicious. Experiencing the journey to find quality
Vietnamese agricultural products, ToCoToCo is confident in the quality and
taste of each cup of milk tea that the brand brings to customers.
In each drink, ToCoToCo takes advantage of all the essence of nature to bring
delicious taste. ToCoToCo's team of experts is always patient and consistent,
diligently searching for raw materials stretching from the tea hills on the Moc Chau
9


plateau, to the Ninh Binh pineapple farm or to the fruit gardens in all parts
of the country to Gives the drink a rich, distinctive flavor.
At the same time, ToCoToCo's raw material processing process is also strictly
controlled. Clean agricultural products from units with VietGAP standard farming
processes and HACCP-certified factories must pass many rounds of rigorous
testing according to the ISO 22000 standard system before being put into
processing. ToCoToCo is also one of the rare brands in the Vietnamese market
that supplies ingredients that meet ISO 22000 standards.

2.

Its online presence (website traffic trends, social platforms).

●
Do you have positive media coverage of your product and company? Because
TocoToco is a big milk tea brand. So the posts get a lot of attention. Especially articles
about promotions and new products.
●
What type of content has been posted?
On TocoToco Thach Hoa's official fan page with more than 800 likes, FU Hoa Lac group is the place to buy and sell food online for Hoa Lac students. At the same time, it also
aims at the student community of Hanoi National University (VNU - Hoa Lac!).
Most of the content is related to updating voucher offers on special occasions with
customers, introducing new drinks on the menu, following youthful trends to attract the
attention of GenZ young people, mini-games ( October 20) interesting with attractive gifts.

At the same time, being a sponsor of programs and events at FPT University
Hanoi to compete directly with Highlands FPT Hanoi, which was quite successful
with the following high-interactions typical articles:
10


Introducing menu, new products:

11


+ Promotional Program:

+ Minigames 10/20:

12


●

Do they respond to consumer/community comments?
TocoToco Thach Hoa is a newly opened store, so not yet highly recognizable. Therefore,
the restaurant's posts on social networks with the number of interactions and comments
are still quite modest. But for that reason, the shop can focus on receiving and
responding to individual customer reviews. Every comment, review and customer opinion
is actively responded to by TocoToco Thach Hoa, without missing anything. In addition,
the shop also focuses on seeding articles, increasing the amount of interaction for the
page, and participating in events and programs to increase the restaurant's recognition,
help attract customers and get more reviews.

●
Digital readiness: assess your capacity and readiness in four crucial areas:
budget, human capital, technology, and data.
+ How big is your marketing budget?
In the past 2 weeks, from October 11, 2022, TocoToco Thach Hoa was honored to become a
Silver sponsor for the Marketing contest of FPT University Hanoi - "Biz Case" and launched
30% vouchers. attractive for students and Hoa Lac students. (Budget: 30 million VND)

On October 25, 2022, TocoToco Thach Hoa spent heavily to become a diamond
sponsor for the Halloween event of FPT University Hanoi. (Budget: 15 million VND)

+ What portion of it are you willing to commit to digital?
At the moment, there are 2 programs that attract a large number of students interested in.
The interaction on the posts is extremely large => channel visits and followers also increase

day by day. Depending on the communication program for TocoToco Thach Hoa.

Through TocoToco Thach Hoa also created offline selling points right in the
crowded areas of FPT University (Alpha, Beta, Gamma lobby) It also attracted
more students to support and increase the reach.

13


+ What kinds of data do you keep and analyze?
TocoToco Thach Hoa develops a deep understanding of customers based on their
habits, interests and preferences for beverages with standard taste, reasonable price,
and clear quality. And especially directed to FPT University students in Hanoi, about 86%
of total customers ordered products. At the same time, through surveys, market analysis,
purchasing trends as well as their ability to pay to adjust or launch voucher levels,
combine events to bring new experiences to customers. Buy at the best price.
At the same time, TocoToco Thach Hoa also builds target customer portraits,
predictive models and other specialized techniques such as iPOS.vn tool, to target the
right customer Insight, right their psychology. ( 2022)

+ Do you use a good CRM system to manage the customer and the
sales lead database?
To bring a comprehensive customer care system to the milk tea shop, TocoToco Thach Hoa
used the iPOS CRM system to collect information, care for and receive customer feedback.
Not only supporting the study of customer behavior, finding insights to come up with

14


appropriate marketing strategies to attract new customers, but also creating close

relationships with customers, retaining old customers. The management system allows
managers to interact with customers (classified by behavioral indicators) through
connection channels such as Facebook at a cost of 0 dong. Not only that, the system
also allows you to create orders to automatically send preferential E-voucher codes,
create promotions, manage loyal customers, make them feel excited and spend more.

Strength
TocoToco is a big milk tea brand
that has a name and a foothold in the
Vietnamese market, so it has high brand
awareness and is known by many people.

The needs and preferences of
the majority of young people today are
milk tea
The origin of ingredients is also
a distinct strength of this brand.
There are always many discount
programs, and attractive events.
The menu is diverse, and always
updated with seasonal changes.

Weakness
There are no measures to strictly
manage the storage system to have a
uniformity in the processing process,
taste, store space, etc.
There is a fanpage but the content is
not attractive and now uploading articles
effectively to increase the reach to more

students. Not much is known and no effective
promotion programs to spread the product
message.
Don't know how to make the most of
FPT university student groups (post each FU
Hoa Lac, ...)

Opportunity
Threats
- TocoToco Thach Hoa's campus is - There are many competing brands
located close to two major
around such as Do Do, Mixue
universities, FPT and VNU, with
Thach Hoa, ...
a large number of students.
- This is a newly opened franchised
- High brand awareness, and
branch in Thach Hoa. => Difficult
professional staff.
to reach regional customers and
compete with well-known brands
such as Mixue, Highlands,....

3. Its customers (with numbers, segments, demographics, etc.)
Consumer market

Demographics

The typical age of

TocoToco Thach Hoa
customers is between
16-25 years old, belonging
to Gen Z. This is an
extremely dynamic and
trending age, young
people will tend to drink
15


milk tea every week, After
stressful school hours or
together sipping a cup of
milk tea in gatherings of
friends.
Geographic

TocoToco Thach Hoa is
popular mainly in Thach
That area, especially in
Thach Hoa village 3, near
gas station 39.

Psychological

Most of TocoToco Thach
Hoa's customers come
from schoolchildren and
students, so customers'
psychology mostly likes

promotions, discounts,
vouchers or
accompanying gifts. They
are customers who are
very susceptible to price
fluctuations.

Behavioral

According to the survey
we interviewed, about
50% of FPT university
students drink milk tea
every week, about 1-2
cups/week. They often
tend to order milk tea
online at TocoToco Thach
Hoa fanpage and drink the

most on weekends or
when meeting friends.

4. Any trends in customer purchasing patterns
The most common buying trend of TocoToco Thach Hoa customers is to buy when
there is a preferential voucher. Every occasion the store launches attractive vouchers
such as 20%, 30%, free upsize.., the number of orders increases significantly.

Moreover, on special holidays such as October 20, and Halloween, young people
meet and gather more, so accordingly, the buying trend also increases quite a lot.

16


B. Key marketing communication problem(s) to be solved
1. Secondary research
According to , the
TocoToco milk tea market is becoming hotter than ever. Most of the subjects
surveyed in the milk tea market research fell in the age group of 18-39, this is the
age group with the most frequency of using this product. Furthermore, the study
was also organized in two major provinces, Hanoi and Ho Chi Minh City.

According to the reviews of customers in the articles on Fanpage
TocoToco Thach Hoa, this is a restaurant with a pretty rich menu, delicious
drinks and super enthusiastic staff:

2. Primary research
Create a survey on google form with the following questions to understand
customer habits, preferences and behaviors:

17


18


3.
●

Customer insights and current issues
Customer insights:

TocoToco Thach Hoa divides customers into 3 main groups:

+
Group 1: Under 14 years old - Customers in this group are completely dependent
on their parents, unable to be financially independent.
+
Group 2: From 16-22 years old - Mainly students. This group of customers is still
price sensitive, but already has freedom in purchasing consumer goods.
+
Group 3: From 23-30 years old - Including those who have just started working or
have been working for a while. This group of customers are completely
19


financially independent, free to consume and still have a preference
for F&B foods and drinks.
TocoToco Thach Hoa mainly focuses on target customers in groups 2 and 3
because these target groups belong to potential customers, tend to have
preferences in using beverages, food, and catch up with trends.
●

Problems that TocoToco Thach Hoa is facing:

+
Limited customers: The shop's customers are mainly students. This is a
group of customers with price sensitivity. Their purchases are dependent on many
external factors.
+
The awareness is not high: As a newly opened store, not many people know
and care about it. Although the past time has focused on promoting the communication

process and running the program, helping to increase the popularity of the restaurant, it
is still quite limited.

+
The sales distribution channel is still lacking: Currently, in addition to direct
sales at the shop, online purchases account for most of the shop's revenue.
However, TocoToco Thach Hoa still only exploits orders from the Facebook social
networking platform, through the sales page and the sale on university groups such
as FU Hoa Lac.
+
Sales posts are not attractive, and have not attracted much attention from
viewers.
Reviews from customers are not too positive: Besides the positive reviews and
comments about the shop, products, staff,... however, there are still many
critical comments, not really objective. Comments such as poor service quality,
slow response time, some shortcomings in the product, inappropriate prices...
still make up a small part of customer reviews.

C. Customer's Journey
The decision-making process is the method marketers use to identify and track
decisions about the customer's buying journey. This method helps to analyze the
consumer decision-making process from start to finish and it is divided into five
distinct stages, all of which are thoroughly researched by marketing executives.
Problem recognition
Information searching
Evaluation of alternatives
Purchase decision
Post-Purchase behavior
●
Problem recognition

This is the stage where consumers become aware of their needs and wants.
Example: After coming home from school, you feel thirsty and hot. You have a
need to drink a glass of water to quench your thirst.
●
Information searching
Information search is the process by which consumers look at sources
around to find the right information and data to make informed decisions.

20