TOPIC MARKETING PLAN FOR THE CAFE WORKSHOP MODEL AT THE COFFEE HOUSE

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THE MINISTRY OF FINANCE
THE UNIVERSITY FINANCE OF MARKETING
FACULTY OF MARKETING

----------

SERVICE MARKETING
CLASSROM CODE: 2121702052708
TOPIC
MARKETING PLAN FOR THE CAFE WORKSHOP MODEL
AT THE COFFEE HOUSE
Major: Marketing Management

NAME

Student’s Code

Pham Ngoc Tinh

:

2021008567

Le Hoang Thuy Tien

:

2021008565

Bui Hoang Minh Thu

:

2021008560

Le Vo Bao Ngan

:

2021008487

Tran Tu Quyen

:

2021008532

Ho Chi Minh, 2022
TABLE OF CONTENT
1. INTRODUCTION............................................................................................................1

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1.1. INTRODUCE..............................................................................................................1
1.2. CORE VALUE............................................................................................................1
1.3. VISION - MISSION....................................................................................................2
2. SITUATION, MARKET & COMPETITOR ANALYSIS............................................2
2.1 SITUATION ANALYSIS.............................................................................................2

2.2. MARKET ANALYSIS................................................................................................4
2.2.1. Market demographic............................................................................................4
2.2.2. Market needs........................................................................................................5
2.2.3. Market trend.........................................................................................................5
2.2.4. Market growth......................................................................................................6
2.3. COMPETITORS ANALYSIS.....................................................................................6
3. TARGETING CUSTOMERS ANALYSIS & POSITIONING STRATEGY..............7
3.1. TARGETING CUSTOMERS ANALYSIS.................................................................7
3.1.1. Geographic...........................................................................................................7
3.1.2. Demographic........................................................................................................8
3.1.3. Behavioral............................................................................................................8
3.1.4. Psychological.......................................................................................................9
3.2. POSITIONING STRATEGY......................................................................................9
3.2.1. Brand Positioning.................................................................................................9
3.2.2. Positioning Map.................................................................................................10
4. ANALYSE THE MARKETING MIX STRATEGIES................................................12
4.1 SERVICE PRODUCT STRATEGY..........................................................................12
4.1.1. Core product.......................................................................................................12
4.1.2. Supplementary services......................................................................................13
4.2. PRICE.......................................................................................................................14
4.2.1. Cost-based pricing..............................................................................................14

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4.2.2. Value-based pricing (Customer-based pricing)..................................................14
4.2.3. Competitor-based pricing...................................................................................15
4.3. PLACE......................................................................................................................15

4.3.1. Information and promotion flow........................................................................15
4.3.2. Negotiation flow.................................................................................................15
4.3.3. Product flow.......................................................................................................15
4.3.4. Distribution options for serving customers........................................................15
4.3.5. Place and time decision......................................................................................15
4.4. CONSTRUCT A PROMOTION STRATEGY.........................................................16
4.4.1. Set communication goals...................................................................................16
4.4.2. Media message...................................................................................................16
4.4.3. Implement the communication plan...................................................................17
4.5. PROCESS.................................................................................................................19
4.5.1. Service Processes...............................................................................................19
4.5.2. Level of customer participation.........................................................................20
4.6. PHYSICAL EVIDENCE..........................................................................................20
4.7. PEOPLE....................................................................................................................21
4.7.1. Staff....................................................................................................................21
4.7.2. Customer service................................................................................................22
5. CONCLUSION...............................................................................................................23
REFERENCE.......................................................................................................................1

ABBREVIATIONS LIST
No.

Acronyms

Meaning

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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

Table 2. 3: Competitor analysis of The Coffee House.......................................................7
Y
Table 3. 1: Identify target customers by behavior.............................................................9

Table 4. 1: Implement the communication plan..............................................................19

PICTURE LI
Picture 1. 1: The Coffee House Shop..................................................................................1
Y
Picture 2. 1: Coffee Workshop Model................................................................................4

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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

Picture 2. 2: Trends of handmade products.......................................................................6

Picture 3. 1: Positioning Map of The Coffee House........................................................10
Picture 3. 2: The space of The coffee House.....................................................................11
Picture 3. 3: Menu of The Coffee House..........................................................................12

Picture 4. 1: Physical evidence of the coffee house..........................................................20
Picture 4. 2: Staff at the coffee house...............................................................................21
Picture 4. 3: Customer Service of The Coffee House......................................................21

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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

1. INTRODUCTION
1.1. INTRODUCE
The Coffee House is a Vietnamese coffeehouse chain, created in 2014 and based in Ho Chi
Minh city. From the first store at 86-88 Cao Thang, up to now, The Coffee House chain has
been present in 6 major cities nationwide (Hanoi, Ho Chi Minh City, Bien Hoa, Hai Phong
Da Nang, Vung Tau).
In less than 4 years, The Coffee House has opened 100 stores across the country. The
Coffee House has been "redefining" the coffee experience with an inspiring space, friendly
staff and good product quality at a price that suits the masses. Not only that, after merging
the coffee division of Cau Dat Farm, The Coffee House has officially operated its own
farm in Cau Dat - the golden strip of Arabica coffee beans, in order to provide clean coffee
products and quality.

Picture 1. 1: The Coffee House Shop

1.2. CORE VALUE
Sincerely: Starting with the mission of "Giving happiness"

Interested: Puts customers, employees and the community at the heart of every decision.
Because of you, The Coffee House is empowered to spread good values to young
Vietnamese people.
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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

Creative: The Coffee House wants to make a difference for Vietnamese coffee.
Confidence: At the Coffee House, like-minded souls work together diligently and together
for great goals.

1.3. VISION - MISSION
"Human-centered" from small things has brought huge effects. Every decision and action
at The Coffee House starts with the mission "Deliver Happiness". Take customers as the
focus to create the best products/services.
Becoming the leading coffee brand chain in Vietnam and reaching out to the world. Create
a closed process, from the source to the product to the customer. Combining traditional
and modern design, creating the unique essence of The Coffee House.
The coffee house will be a gathering place for coffee lovers and enthusiasts.

2. SITUATION, MARKET & COMPETITOR ANALYSIS
2.1 SITUATION ANALYSIS
STRENGTHS

WEAKNESSES

- The coffee house is one of the major

- For franchising business, there will be

brands dominating the market in Vietnam.

difficulties in the form of management and

- A large number of stores, widely

control.

distributed across the country.

- Enterprises suffered heavy losses (2019

- Spacious, friendly, and close to customers.

recorded a net loss of 80 billion VND)

- Has its own built-in application on mobile

- Concentrated mainly in big cities, not yet

phones. (100,000 downloads after half a

reaching many local customers in small

month of release)

provinces

- Actively in the supply of coffee from Cau
Dat’s Farm.
OPPORTUNITIES

THREATS

- Vietnam is a country with a large amount

- Under high competition from domestic and

of coffee consumption

foreign brand competitors

- As a domestic brand, the coffee house

- Service is still mass, not really
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segment as TCH, the challenge especially is that TCH needs to have more special service
experiences to attract customers and increase competitiveness with rivals. With a

spacious, airy and friendly space, high brand awareness, this will be an ideal
condition to develop the Coffee Workshop service model following a green lifestyle
to help improve the customer's experience when coming to TCH and catch up with
the trend.

Picture 2. 1: Coffee Workshop Model

2.2. MARKET ANALYSIS
2.2.1. Market demographic
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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

Geographic

Concentrate at stores in Ho Chi Minh City such as District 1, District
3, stores with spacious space

Demographic
Age

15 – 18

Gender

Both male and female

Income

Mainly dependent Stable, from medium to high income and high
on family and

18 – 30

>30

affordable for

unstable
Occupation

Mainly students

working people, office workers, students

Psychographics
Value

Experience space, Study, working, meeting, relax, talking with
talking with

friends, family.

friends, study
Lifestyle

Like to

Likes to experience

Towards safety, slowly

experience, fast

new things, focuses

doesn't care much about

lifestyle.

more on service

special service

experience

experience

Heavy users

Behavioral
Usage

medium users

Heavy users

Occasion

Normal day,

Normal day (afternoons and evenings of the

holiday, seasonal

day), weekend, holiday, …

events,
Customer

Low

High
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2.2.3. Market trend
Today, the coffee workshop model is widely applied thanks to the more diverse needs of
this customer. This is the place to exchange and learn from people in the same industry
with the same interests, with topics discussed be it health, practice of making handmade
items, ornamental plants, …
Along with the trend of green living, in recent years handmade goods have won the hearts
of users and the demand is increasing because it shows the personality, preferences and
needs of each customer.

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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

Picture 2. 2: Trends of handmade products

2.2.4. Market growth
According to a survey by market research company nielsen, up to 86% of Vietnamese are
willing to pay more for products that have a positive impact on society and the
environment.

2.3. COMPETITORS ANALYSIS
The current direct competitors of TCH include: Phuc Long, Highlands Coffee. After

applying the coffee workshop model to make handmade products, they will face 2 direct
competitors: Tòong Teeng ceramic, Beanthere cafe

No

Competitors

Strength

Weaknesses

.

6

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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

1

Highlands

- Recognized as a premium

coffee

coffee brand.

- The price is quite expensive.
- Haven't captured the popular

- Has the highest average brand
awareness.

segment yet
- Chain of franchise brands is

- Store locations are located in

difficult to control and manage

beautiful, recognizable places
- Good facility

2

Phuc Long

- Brand promotion is quite good

- The price is quite expensive.

- Various drinks.

- The quality of the garment is

- Professional staff

rated as not good

- Reasonable operating time

- Unequal service quality

Tòong Teeng

- New coffee service, make a

- The brand is not widely

ceramic

difference

recognized

- Nice and friendly space

- The price is quite high

- Large space

- The brand is not widely

Coffee

3

4

Beanthere cafe

- Providing hand-made goods
making service at the new shop

recognized
- The price is quite high

- Open and clear space
Table 2. 3: Competitor analysis of The Coffee House

3. TARGETING CUSTOMERS ANALYSIS & POSITIONING STRATEGY
3.1. TARGETING CUSTOMERS ANALYSIS
3.1.1. Geographic
Focus on urban areas, in big cities, where densely populated such as Hanoi, Ho Chi Minh
City, ...

3.1.2. Demographic


Gender: both male and female
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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE



Age: 19-30 years old



Income: stable, from middle to high income, about 6M-18M vnd



Occupation: working people, university students, ...



Generation: Gen Y & Z.

3.1.3. Behavioral
Reason to buy

Needs for a workspace or meeting friends.

Pre-

Need

Customers are looking for a spacious space with affordable

purchase

arousal

prices to interact, work and create.

Evoked

They decided to go for coffee. They considered cafes whose

set

locations, spaces, and styles fit their needs. And then they chose

stage

The Coffee House.
Search

Open space, wide seats, attentive service and mid-range prices

attribute

are the advantages of The Coffee House. In addition, the shop
arranges a lot of electrical outlets and provides a strong wifi

network, providing the best support for customers coming to the
shop to study and work.

Service encounter

The Coffee House is a combination of "optimal experience

stage

space" with "reasonable prices". It becomes a place to meet
friends, an open working space that the service quality is topfocused. The beautiful restaurant layout also stimulates
customers to take pictures at the shop and post it on social
networks, indirectly promoting the brand in a positive way.
Besides, The Coffee House's menu is also continuously
expanded and improved, bringing many quality products that are
very popular with young people. This has brought many
alternative options for customers to come to The Coffee House,
greatly contributing to consumers retention.

Post-encounter stage

Customers after using the service are satisfied with the values
that The Coffee House brings. From small details such as a glass
of water that is always filled or a car taken to the door, these
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3.1.4. Psychological


Enjoy experiencing new things



Love the large and airy space



Care about service quality



Extroverted, often meets friends or work partners.

3.2. POSITIONING STRATEGY
3.2.1. Brand Positioning
The Coffee House positions itself as a place to bring customers a luxurious experience at
an acceptable price.


For customers: The Coffee House is a home, a place to relax, work and chat



With products: The Coffee House is a place to manufacture, supply and distribute
coffee products with quality and reliable services at reasonable prices for customers



With the market: The Coffee House is ambitious to supply Vietnamese coffee
products not only in the Asian market but also compete with other brands in the
world. In the immediate future is the domestic market and China.

3.2.2. Positioning Map
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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

Picture 3. 1: Positioning Map of The Coffee House
a) Mid-range price
As a brand that entered the market late, competing with many big brands, The
Coffee House was very keen to see the blank in the price segment and seized that
opportunity to rise to become one of the major coffee chain in our country. Currently,
the products in the shop have an average price of 55,000 VND, this is an affordable
price compared to competitive brands in the market.
b) Ideal space
The Coffee House space is designed in the mainstream Industrial style. The
combination of warm colors and yellow lights brings a feeling of closeness to
customers. In the design of The Coffee House, everything is meticulously calculated,
from the height of the table and chair to the location of each electrical outlet. The

details are arranged in harmony to create a dynamic open space so that each customer
who comes here can study, work or simply come to "eat cake, drink tea" to relax. These
represent The Coffee House's motto: "Putting customer experience first".

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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

Picture 3. 2: The space of The coffee House
c) Good services
Service quality is probably The Coffee House's brightest plus point in the minds
of customers compared to competing brands. The sophistication of The Coffee House's
team is not shown in an ostentatious way, but with the dedicated care of the staff here,
from waiters, cashiers to security guards. This is reflected in detail such as a glass of
filtered water that is always filled, the car is brought to the place, the toilet is clean, ...
The staff always pay attention to observing so that they can assist guests in a timely
manner. All create convenience for customers and increase the great experience here.
d) Diverse menu
The Coffee House's menu includes both drinks and food. Drinking water at The Coffee
House is extremely diverse, divided into 3 main groups:


Group A: Coffee



Group B: Fruit tea, milk tea



Group C: Crushed ice.

In addition, during the holidays, or Christmas, The Coffee House always launches new
seasonal drink menus such as apple pear cinnamon latte, cantaloupe, ... extremely new.

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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

This helps buyers feel excited and not get bored with familiar drinks. In terms of food,
there are cakes and snacks here, meeting the needs of consumers at the restaurant.

Picture 3. 3: Menu of The Coffee House
e) Widely distributed
Since its launch, The Coffee House has continuously impressed with its rapid
growth rate. The location of the shop system network is located in the best location,

usually in a commercial center or in a prime location, with a beautiful street view,
creating freedom and convenience for buyers. Up to now, The Coffee House has
reached 170 shops covering 14 provinces, usually big cities, of which the most
concentrated in Ho Chi Minh City.

4. ANALYSE THE MARKETING MIX STRATEGIES
4.1 SERVICE PRODUCT STRATEGY
4.1.1. Core product
The combo Workshop and drink is the core product. Attendees can "do it yourself" (DIY)
old clothes into tote bags. Participants will be instructed to measure and cut old pieces of
clothing into qualified pieces to make tote bags. Then they can custom (embroidery)
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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

according to their preference. The Coffee House will pack the products according to the
customer's name and send it to the sewing factory next week, the customer will come and
receive the finished product.

4.1.2. Supplementary services
Information
In order to meet the information searching needs of customers, The Coffee House always
updates the latest news about time, location, price, etc.. about the workshop on the fanpage,

website and application.
Order - Taking
Besides, customers can order the ticket to join Workshop via The Coffee House
application, website or buying directly at the cashier. However, because the number of
participants at each workshop is very limited and only takes place at certain branches, we
highly recommend customers to book tickets through the app to avoid running out of
tickets.
Billing
When customers buy tickets through the app, customers only need to show the e-invoice or
barcode at the cashier. Besides, when buying at a store, customers will receive the bill and
ticket directly at the cashier.
Payment
In order to make the payment convenient and save time, The Coffee House provides a
variety of payment services for customers such as cash, car or e-wallet Momo and Airpay.
Consultation
The staff at The Coffee House are well-trained in knowledge as well as how to behave and
serve customers. Additionally, the instructors at the workshop are skilled craftsmen with
extensive experience that they can assist participants in measuring and cutting fabrics
accurately to create amazing and environmentally friendly products.
Hospitality
Workshop space is close, cozy and fully equipped with tools such as scissors, chalk, ruler,
color thread and needle, etc to support customers to complete products.
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Safekeeping
For customers to use the service with peace of mind, all stores of The Coffee House are
always arranged to manage customers' cars. Besides, attendees at Workshop will be guided
how to use needles and scissors carefully to avoid unintended accidents.
Exceptions
The Coffee House is always willing to receive reviews and comments from customers. In
addition to calling hotline numbers, they always support members to evaluate right on the
app on all aspects of services.

4.2. PRICE
4.2.1. Cost-based pricing
The price for a workshop is 250,000 VND/person. This fee is included with The Coffee
House and applies to all drinks on the menu. Besides, customers only need to bring old
clothes, the store will support necessary items for sewing such as needles, thread, scissors
and rulers as well as send them to the sewing factory for customers. More importantly, The
Coffee House will open a campaign to collect old clothes. This amount of clothes will be
supported for customers who want to experience the service but do not have satisfactory
old clothes.

4.2.2. Value-based pricing (Customer-based pricing)
The staff is well-trained with a salary regime that is often high, in order to improve the
quality of work.
Provide professional services: support customers to pay through many forms. The Coffee
House application is carefully invested with many features for customers to easily use.
The space is cozy and airy, equipped with many glass doors to help receive a lot of natural
light. With a team of skilled tailors and fully equipped with tools to assist in sewing.
Bringing customer the best tote bag sewing experience.

4.2.3. Competitor-based pricing
With a price of 250,000 VND at The Coffee House, this price includes water and support
tools. This price is considered much lower than 2 competitors Tòong Teeng ceramic
(400.000- 600.000 VND) and BeanThere Coffee (250,000 VND / person, excluding water
fee. And surcharges on weekends).
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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

4.3. PLACE
4.3.1. Information and promotion flow
The Coffee House always updates information about promotions, workshops and new
products on the official Facebook Fanpage, in addition to having a website and application
to help bring information to customers effectively.

4.3.2. Negotiation flow
The Coffee House will fully describe the information and rules about the Workshop, in
addition, there is always a staff on duty on the fanpage and hotline to answer questions for
customers during the decision-making process to use the service.

4.3.3. Product flow
The type of service surrounding the main product that requires the consumer to be present

in the service delivery process. Therefore, The Coffee House just chooses branches in the
center of Ho Chi Minh city to make it easy to reach customers. Besides, branches are
always fully equipped with tools with spacious space.

4.3.4. Distribution options for serving customers
Customer visit service site: customers join workshop service at TCH venue. (venue ở trung
tâm > tiện lợi cho KH đi chuyển, tgian cuối tuần > clear rõ tgian >…)

4.3.5. Place and time decision
The workshop will take place at the main branches in Ho Chi Minh City and will be held
on Saturday from 10am - 7pm, divided into 3 times frames (10:30am - 1pm. 13h30 - 16h,
16h30 - 19h). Each time frame will welcome 15 customers at a certain branch. In addition,
each attendee will have 2:30 to complete the product if the time runs out but the attendee
still wants to join the next workshop space, we will collect 50,000 VND / 1 hour.
. Selected branch addresses to hold weekly workshops:


88-86 Cao Thang, district 3



175B Cao Thang, district 10



111-113 Binh Phu, district 6



35-37 41 Street, district 4



19-21 22 Street, Binh Tan district

4.4. CONSTRUCT A PROMOTION STRATEGY
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4.4.1. Set communication goals
a) Objectives of the promotion strategy
- Enhancing brand image by launching new useful offerings and making important
contributions to the community.
- From the start of the plan to the conclusion of 2023, increase brand recognition by 5% in
Ho Chi Minh City.
- Increase the number of downloads of The Coffee House app by 2%.
- The total reach of advertising media posts about the service on social networking
platforms and apps reached 30,000 times.
b) Understand target customers
- Truth:
+ Garments change from time to time as fashion evolves, resulting in an increase in the
amount of old clothes, which are often difficult to destroy.

+The workshop is a healthy productive activity in which anybody may engage in the
weekend. Workshops in Vietnam are becoming more broad and give a wider breadth of
understanding.
- Tension:
+Throwing away too many outdated garments has a negative influence on the
environment.
+On weekends, cafes are frequently highly packed, making it difficult to relax and enjoy.
In addition, it's easy to become bored when there aren't many things to do.
- Motivation: looking forward to partaking in some healthy enjoyable activities to reduce
stress after a long week at work

-> Insight: Need a place to relax and join friends in healthy activities to reduce stress after
a long week at work, as well as contribute to environmental protection.

4.4.2. Media message
- “With The Coffee House, let us save our “home.”
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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

- The Coffee House aims to be more than just a "home" for customers, giving them a place
to return to, but also to develop significant values with customers that benefit the
community, helping to safeguard the environment - defending our shared “home”

4.4.3. Implement the communication plan
TACTICS

PRE-LAUCHING

- Purposes:
+ Instilling in the target consumer group a sense of
responsibility for the community's problems.
+ Increase the quantity of activity on social
networking sites to attract the attention of target
clients.
+ The Coffee House's community benefits greatly
from maintaining the brand image on a regular
basis.
- Activities:
+ Using TCH's various platforms, such as Facebook
and YouTube, to upload content and create viral
videos. Video information concerns the rapidly
growing fast fashion industry, which is wreaking
havoc on the environment. Posts will be made once
a week for 1 month and 2 months before our new
service debuts, using the hashtag #Saveourhome
and using eye-catching photographs.
+ 1 month before to the start of service, hold a
Facebook contest in which each participant must
write an essay on their feelings after recycling a
product from an old item they no longer use, using
the hashtag #SaveourHome. After two weeks, the
judges will compile the likes and shares to pick the

winner. On opening day, the first three individuals
who obtain the most votes will receive a free
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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

workshop ticket and a tote bag made by the speaker
himself, and the next eight people will receive a
coupon suitable for any drink at The Coffee Shop
valued up to 150,000 VND/person.
SERVICE OPENING - Purposes:
The launch of the new service has been officially
announced.
- Activities:
Before the event
+ The panel of important, well-known speakers and
influencers who will be present at the launch will be
announced …
+ To promote new prospective developments, use
advertising

banners,

electronic

billboards

in

supermarkets, and huge trade centers.
+ Remind everyone of the event hashtag, along with
promoting where to share and engage across brand
social media channels.
+ Remind everyone about the event hashtag, as well
as where they may post and interact on the brand's
social media platforms.
In the event
+ Live stream the launch event on the Facebook
page.
+ Let clients who attended the launch to fill out a
feedback form after using the new service to collect
comments and their memorable photographs.
After the event:
+ Share eye-catching photographs, videos, and
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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

protection elements (such as forest protection,
environmental

protection,

writing

about

environmental protection, etc.)
+ Collaborate with a variety of organizations so that
we may directly give the customized tote bags that
buyers choose to contribute to those in need.
+ Update the digital platform with information on
current and future seminars on a regular basis.
Table 4. 1: Implement the communication plan

4.5. PROCESS
4.5.1. Service Processes
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TOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSETOPIC.MARKETING.PLAN.FOR.THE.CAFE.WORKSHOP.MODEL.AT.THE.COFFEE.HOUSE

TOPIC MARKETING PLAN FOR THE CAFE WORKSHOP MODEL AT THE COFFEE HOUSE

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