short profile of highlands coffee

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<b>Lecturer: Tran Dieu Thuy Student name: Hoang Quoc Minh Roll number: HS140151 </b>

<b>Class: MKT1405 Subject: MKT308 </b>

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<b>Introduction </b>

<b>Short profile of Highlands coffee: </b>

In 1999, Highlands Coffee was officially established, with the vision of becoming the most loved coffee and tea brand in Vietnam and proudly sharing it with the world. Up to now, Highlands Coffee is the coffee chain with the largest number of coffee shops in Vietnam with more than 400 shops spread across 24 provinces. With the main product is coffee, along with traditional flavors, Highlands has created countless new drinks and products and attracted millions of customers. Constantly setting foot in new lands across the country, Highlands Coffee also brings Vietnamese values to the world with a chain of 50 coffee shops around the world. During 20 years of establishment and development, Highlands Coffee with pride in Vietnam has become a bridge connecting partners, staff and especially millions of loyal customers.

Highlands Coffee uses 100% coffee and tea purchased directly from the Highlands of Vietnam. Since then, the pride of Vietnamese values has been continued by the team of thousands of employees at Highlands Coffee when putting their whole heart into each glass of Phin Sua Da, Golden Lotus Tea or Freeze Green Tea according to a single standard. system-wide. All make up the pieces in the success of Highlands Coffee today.

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<b>SWOT of Highlands coffee: </b>

West and the East.

• Consistency in Western identical decoration and delivery service. • Highlands Coffee shops located at central of city or trade centers.

<b>2. Weaknesses: </b>

• It looks so premium that many customers seem reluctant to enter while they can afford.

• Western style need time to be suitable for Vietnamese lifestyle.

• Because of the effective modern management system and professional staff, it is necessary to spend a large amount of money to operate as well as the cost of raw materials to be able to produce delicious and diverse drinks. • Highlands coffee is rather expensive due to high cost in materials and

operating system.

• Highlands coffee does not focus much on promotion campaign as well as have not introduced much to customers so that they can better understand the company.

<b>3. Opportunities: </b>

• Great market potential, Vietnamese people have a lot of free time and they use it to drink coffee, young Vietnamese are very crowded and tend to have coffee to express themselves.

• In Vietnam, the economy and politics are stable.

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• Highlands is a famous coffee brand that attracts many customers from many places.

<b>4. Threats: </b>

• Coffee market is now matured and fiercely competitive .

• Most buildings in cities have already had at least one cafeteria inside, it's difficult for Highlands to jump in and replace .

• It's difficult for outdoor cafe store like Highlands to attract customers in cold winter .

• There are many competitors with Highlands Coffee, such as: The Coffee House, Paris Baguette, and other competitors

<b>Target customer and target market of Highlands coffee </b>

The target customers Highlands coffee has been serving are the middle class, the office staffs and the active young generation from 18 to 45 year-old people because drinking coffee here with the prestigious coffee brand helps them confirm their status in the society.

Moreover, Highlands coffee always focuses on creating the comfortable and exciting atmosphere for customers to enjoy coffee every day. Therefore, this is an appropriate place the office staffs who want the quiet and less luxurious space to discuss with their friends and enjoy coffee with pastry-the Western style.

In addition, Highlands also targeting customer group are young businesses who used to study abroad so they are familiar with the style of European-American like drinking coffee at a chic restaurant that impress the style of the place they used to live. Another, the customers of Highlands coffee are foreigner living and working in Vietnam.

Highlands target market is big cities like Ho Chi Minh City, Ha Noi or tourist center like Da Nang City and Nha Trang City.

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<b>Digital channels of Highlands coffee </b>

<b>Below is the website leading to the Highlands coffee channel: </b>

Next is TVC about Highlands coffee, inside that also advertise Highlands coffee which is posted on Youtube:

Besides, Highlands also advertises on Facebook and Instagram with their logo inspired by coffee beans:

Facebook:

<b>Analysis </b>

<b>1. Analyze website of Highlands coffee: </b>

It can be seen that Highlands Coffee's website is designed quite simply but full of information, with colors matching the brand identity of Highlands. On the homepage of the website, there are eye-catchingly designed image slides to promote new and

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outstanding products and promote sales. The well-designed slide images show that Highland's marketing team has invested heavily in visual design. Impressive, funny, with a story and high creativity, but still not too much blending, the slides are still separate parts.

Next is the message "Proudly born from VIETNAM, 1999" showing pride and pride in being a Vietnamese brand, born in Vietnam since 1999, always accompanying Vietnamese people in all industries. field. Then there are coffee-related beverage products such as filter coffee, freeze,... along with other drinks or food such as tea, bread,... for each product type, website show the most obvious characteristics of each type to help customers have the most objective view. Below is the website analysis tool of Highlands coffee. Through the analysis data shows that this website is standing at 26th position in Category bank, with the number of visits this month is 89.71k (down 59.59% compared to the previous month); Avg. Visit Duration is 00:01:30, Pages per Visit 2.33 and Bounce Rate 60.45% (the percentage of visitors that enter the web and then leave). In general, the website has a fairly high number of pages per session, a high average bounce rate, but the low duration of each session shows that the website is still not too attractive to customers or has not provided the information that customers want lead to a decrease in customer engagement even though the website still provides quite enough information as we see it. This situation reminds Highlands to focus on

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improving and adding more information customers need to their website and boosting their marketing activities.

Most of the traffic comes from Vietnam (98.82%) and mainly comes from Search (84.45%), the remaining sources account for a very low percentage: Direct 4.54%, Referral Sites 5.63% and Social networks 5.38%. Moreover, traffic on search has a 100% organic rate, which shows that Highlands focuses a lot on SEO and does not pay too much attention to other marketing methods.

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<b>2. Analyze social media marketing of Highlands coffee: </b>

*Facebook:

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Currently, Highlands's fanpage on Facebook has 1,140,906 page likes and 1,168,631 followers. Karma analysis tool shows that Highlands fanpage has the following characteristics: 0.16% FOLLOWER GROWTH AVERAGE WEEKLY; 0.9 POSTS PER DAY; 0.089% ENGAGEMENT; 0.10% POST INTERACTION. Content on the fanpage is only available in 3 forms: Links, Videos and Pictures, in which the content in the form of Pictures is posted the most and also has the highest interaction.

The articles are mainly about encouraging the enjoyment of Highlands drinks every day, along with the introduction of new products or promotions. Articles are usually posted mainly in 2 main time frames, 8 am and 8 pm, in which articles that encourage enjoying drinks are often posted in both time frames; and promotions are usually posted at 8pm, depending on the big program, it can be posted in many time frames in a day such as "Buy 1 get 1 free when ordering water via Grab", "BUY 1 GET 1 FREE" - only applicable when ordering on Now app from June 14 - 20, 2021. These are all considered golden hours when the most people are online, which will help their articles reach a lot of people. Articles with brief content combined with infographics, the "buy now" button under the image link help customers easily switch to the shopping app, making the shopping process go more smoothly. In general, Highlands fanpage has not very good customer interaction, their articles often receive from nearly 200 to more than 600 likes, and depending on the event, they receive more than 1k likes and responses, however that is still too little compared to more than 1 million page likes and followers. The content of their articles often refers directly to the program or product, with no idea or introduction too special to really attract customers moreover, they don't focus too much on ; posting promotions, this is reflected in the very low post per day rate, only 0.9. *Youtube:

Highlands coffee has only one youtube channel, Highlands Coffee Vietnam with 13.6k subscribers. Highlands often focus on videos with an average length of 6s - 30s, this is a not too large amount of time but still enough for them to convey the necessary content without making viewers feel rambling. This helps save money with short videos, but their views are not too high, only a few hundred to several thousand views per video; However, some videos still have views from a few hundred thousand to more than a few million views.

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The videos often promote the typical flavors of Highlands such as "HIGHLANDS PHIN SỮA ĐÁ - SỐNG ĐẬM CH T, CHẤ ỌN PHIN ĐẬM ĐÀ" or "HIGHLANDS

along with that is to look back on the 20-year journey of connecting the pride of Vietnam in the Highlands.

In addition, Highlands campaigns also take place mainly on Tet, the brand also collaborated with comedian Huynh Lap to act out scenes and stories of Tet with a little humor.

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Highlands is also quite adept when working with singer Minh Beta to produce the MV "VIỆT NAM ƠI! ĐÁNH BAY COVID" in a time of quite complicated epidemics and everyone is working together to repel the disease, thereby receiving quite a lot of viewer interest.

In summary, Highland doesn't do very well on Youtube, but they still know how to attract large numbers of viewers for their big events or important promotions by partnering with influencers and exploit the hot issues that are happening now or the holidays that are meaningful to the Vietnamese people.

<b>3. Analyze content marketing of Highlands coffee: </b>

Highlands does not do too many types of content, mainly articles combined with images or infographics (website, facebook) and videos (youtube); but the most prominent are still articles combined with images or infographics posted on the highlands website.

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Topics: FIND OUR CAFES, MENU, NEWS, SOCIAL RESPONSIBILITY, ABOUT US, CONTACT.

Content series: promoting new flavors, breaking news, new cafe addresses, links to social media channels.

Types of content: Articles combined with images or videos or infographics. Publishing channel: Facebook, Youtube, website,...

Statistic: mentioned in website and social media channels analytics.

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<b>4. Analyze SEO & SEM of Highlands coffee: </b>

The most commonly used organic keywords as of July 2021 are highland, highland coffee, menu highland, cafe highland, coffee,...

Web structure:

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As analyzed on the website section and compared with the Highlands site map, it can be seen that the website is designed quite simply but still very full of necessary information, including quite clear, detailed and specific items to help customers can easily find the flavor they like.

According to statistics on SEMrush, by July 2021 Backlinks had a total of 16.8k clicks, follow links reached 13.48k and unfollow links reached 3.39k. Most customers are attracted by image backlinks when Image links account for 70%, while Text links only account for 27%, and finally, Frame links are only 0.01%.

<b>Conclusion </b>

Vietnam is famous all over the world for coffee ingredients and products. Highlands is a coffee brand that has achieved a lot of success since its appearance on the market. Since then, "Vietnamese coffee brand" has been increasingly affirmed and created motivation for companies in Vietnam to build brands. It can be said that Highlands is one of the pioneering brands in the coffee industry in Vietnam, starting to create a new and more exciting and competitive environment. Improving product quality is the most effective way to compete, Highlands needs to constantly improve product quality to affirm its brand and achieve its set goals.

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