Thuyết trình Môn IMC về thương hiệu kem Dairy Queen

I. Introduction:
Dairy Queen - International Dairy Queen, Inc., also owns Orange Julius and
Karmelkorn. The first DQ restaurant was located in Joliet, Illinois. It was operated by
Sherb Noble and opened for business on June 22, 1940. It served a variety of frozen
products, such as soft serve ice cream.
For more than 60 years, the Dairy Queen system’s recipe for success has been simple.
It’s been a combination of hard-working people who own and operate restaurants and
great-tasting food and tempting treats served in our establishments.
Although much has changed in the world and in the Dairy Queen system through the
years. And, success for the Dairy Queen system is as simple today as it was in 1940.
Satisfied customers lead to successful restaurants. Each owner of our independently
owned and operated establishments worldwide are committed to nothing less than the
slogan “We Treat You Right.”
1. Dairy Queen mission:
Dairy Queen mission statement is “To create positive memories for all who touch
DQ.”. Several components relate to this mission statement:
●

Outstanding leadership to motivate the best services: Dairy Queens mission
statement alludes to leadership in the quick service business. It is an aspect that
is reflected in its progressive growth ever since the first store in 1940 as shown
in its history
●
Professional care: the company’s mission statement emphasizes the
importance of value creation in its line of business. It recognizes the impact of
specializing in services that strategically elevate the business, and this directly
links to its vision statement when it comes to becoming a top brand.
● Exceeding customer’s expectations: Creating long lasting and positive
memories requires actions that offer beyond what the customer expects. Dairy
Queen does this by offering the most competitive quick-services, uniquely
tailored for its clients as a reflection of its strategic approaches.

● Improving life: The company mission indicates that it does more by touching
on the life of those in need as part of its growth strategy represented by this
component.
2) Dairy Queen vision:
Dairy Queen vision statement is “To be the world’s favorite quick-service restaurant.”.
The following factors relate to this mission statement:


●

Global reach: As underlined in its mission statement, the primary strategy of
Dairy Queen Company is to create great memories.
● Favorite quick-service restaurant: Dairy Queen vision statement calls for
exceptional services that distinguish the restaurant from others in the sector.
● Compliance with social responsibility: Within its vision statement, Dairy
Queen recognizes much more than provision of its primary services as a
restaurant.
October 2015: QSR Vietnam officially opened the DQ Grill and Chill brand for the
first time in Vietnam and Asia.
With the mission of bringing new culinary styles to young people in Vietnam with the
highest commitment on service and product quality. Dairy Queen® produce a new
products called “TROPICAL QUEEN YOGURT” aims to target the food market, to
bring and serve customers a completely new yogurt product that meets high and
frequently changing needs of customers.
II. SWOT & Macro - Environment Analysis
1. Demographic:
The current population of Vietnam (or Viet Nam) is 97,100,365 as of Tuesday, March
24, 2020, based on Worldometer elaboration of the latest United Nations data. By
2035, the population will be growing half as quickly as it is today. It is projected that
the Vietnam population will break 100 million by 2022.

Viet Nam is well known for its golden age structure with more than 52% of people in
working age and about 97% of the working age population is literate, according to the
Ministry of Education and Training.The government has taken steps to meet the
demand of high-skilled industries, including increasing vocational and technical
training. In 2018, there were more than 1,900 vocational training centres across Viet
Nam.
=> Young population and large workforce, with growing talents
Opportunities

=>

2. Economic :
Vietnam’s GDP grew 7.02 per cent in 2019, higher than the target set by the National
Assembly and the second year economic growth has surpassed 7 per cent. With
positive results in 2019, Vietnam’s economy is expected to maintain good growth in
2020.


Wages in Vietnam is expected to be 620.000 VND Thousand/Month by the end of this
quarter, according to Trading Economics global macro models and analysts
expectations. In the long-term, the Vietnam Average Monthly Wages is projected to
trend around 6200.00 VND Thousand/Month in 2021 and 6400.00 VND
Thousand/Month in 2022, according to our econometric models.
=> The ability of paying for food depends on income. People who have a high
income are willing to pay for food more usual.
3. Natural
Vietnam’s climate is tropical monsoon. It has diversified ecology. Thanks to it , there
are more than 30 different kinds of fruit-trees in Vietnam, in which 27 kinds have
commercial value, and grown on big land area, such as a custard-apple custard-apple,
orange, mandarin orange, pomelo, jack-fruit, litchi, Avocado, Banana, Mango,

Strawberry, Lemon Orange, Grape, Passion fruit, Cantaloupe, Pineapple
=> It is an opportunity for developing new product, which is made from fruits.
4. Cultural environment:
According to Kantar, today’s consumers are more conscious about their appearance
and weight. They choose more products with natural and safe ingredients or with no/
low sugar, fat, calorie, or cholesterol and do more exercises to keep them fit. There
appears to be plenty of appetite for ‘nutritional’ products such as Soya Milk and
Yogurt which we can expect to develop further in Vietnam.
=> Opportunity
5. Political environment:
Since the entrance to WTO, Vietnamese government has had a lot of policies to
encourage Foreign Direct Investment (FDI). In detail, according to Resolution
No.103/NQ-CP issued on August, 29th, 2013.Vietnam’s new business franchising
regulation provided for a legal regulatory weather conductive for the franchising
sector. The government coverage encouraged the opening up of foreign dispenses
which are likely to grow. With an annual growth of 30 percent in recent times,
franchising showed great potential as a sort of business in Vietnam (U. S Business
Service 2009a).
Vietnam political situation is supposed to be stable at the moment and there would not
many changes in regulations as well as administrative systems of Vietnamese
government in the next years. This is one of the very important factors which help


entrepreneurs build their right strategies because political situations have a great effect
on domestic consumption .
=> Opportunity
Though our government has been encouraged corporations with FDI to invest in
Vietnam, there have been a number of complicated procedures and documents.
Moreover, Vietnamese administrative controlling systems are not explicit, the
corruption still exists in a variety levels of authority. These facts are time-consuming

and cause an unfair competition.
=> Threat
6. Technical environment :
Vietnam is now the eighth largest provider of IT services in the world. Five IT
industries that are currently trending are fintech, artificial intelligence, E-commerce,
software outsourcing, and education technology (Samuel, 2019).As many other
modern stores, Dairy Queen provides free wireless internet access inside of their
outlet in order that their customers can easily browse internet while eating.
Dairy Queen has an official online website and cooperates with delivery apps such
as : Grab, Delivery Now, GoViet, Baemin, which make it more easy for customers
who want delivery service to order.
SWOT ANALYSIS:
Strengths:
●
●
●
●
●

Popularity in sweets industry
Backing of strong parent brand ensures financial stability
Reputation for high quality treats & desserts
Good online presence : facebook, instagram, twitter, website
Dairy Queen has an official online website and cooperates with delivery apps
such as : Grab, Delivery Now, GoViet, Baemin, which make it more easy for
customers who want delivery service to order.

Weakness:
●
●

●
●

Few of branches in big city
Small space restaurant
Understaffed at the front counter
Brand awareness is low in Vietnam


Opportunities:
● Young population and large workforce, with growing talents
● The Vietnam Average Monthly Wages is projected to increase, people are
becoming richer. So the consumption may also increase.
● Vietnam has many kind of tropical fruits. It is an opportunity for developing
new product, which is made from fruits.
● Vietnamese consumer would rather believe in words of mouth from relatives
and friends than listen, watch, or read an advertisement. As long as Dairy
Queen can keep up with its superior values, customers will talk and
recommend the brands inside their connection circle.
● Vietnamese consumers are more conscious about their appearance and weight.
They choose more products with natural and safe ingredients or with no/ low
sugar, fat, calorie, or cholesterol and do more exercises to keep them fit
● Vietnam political situation is supposed to be stable at the moment and there
would not many changes in regulations as well as administrative systems of
Vietnamese government in the next years.
Threats:
● Competitions from Baskin Robin, Starbucks, Häagen-Dazs, Buds, I love kem,..
● Competitors have new or innovative products, service
● In Vietnamese culture, first impressions are also really hard to be shaken;
therefore, if Dairy Queen did something recklessly, it might badly affect the

brand for a long time. Therefore, Dairy Queen has to be very careful to plan
their marketing strategy in Vietnamese market.
● The fresh fruits would be rotten easily if they aren’t kept in good condition
● Fruit prices change seasonally affecting cost of goods sold
● Product quality is greatly influenced by seasonal fruit input
● Vietnamese administrative controlling systems are not explicit, the corruption
still exists in a variety levels of authority. These facts are time-consuming and
cause an unfair competition
THE CURRENT MARKET SITUATION
Accounting for 40% of all discussion on social networks, Baskin Robbins is the most
talked about ice cream chain in social media. Fanny ice cream chain ranked second
with 23% of the discussion, MOF occupied the third position with 9%; the rest are
familiar brands such as "upside down ice cream" Dairy Queen causing fever for a long


time, Haagen Dazs premium cream, Trang Tien ice cream has long been famous in
Vietnam...

Market share of ice cream and frozen desserts
According to Euromonitor estimates, the ice cream and dairy dessert industry grew
7% in retail sales and 15% in retail value in 2017; reached 26,600 tons and 3,033
billion VND. Thus, in terms of retail value of this industry has doubled compared to
2012.
In particular, the KIDO Group continues to lead the ice cream and dairy dessert
industry, with a 40% market share. This is followed by Vinamilk with 9.1% market
share and Unilever Vietnam 8.4%. Some other brands still hold market share below
5% such as Fanny Vietnam 4.8%, Trang Tien 4.5%, Thuy Ta 1.5% or Bach Dang 1.4%
...
According to Euromonitor's forecast, the ice cream and dairy dessert industry will
achieve a compound annual growth rate of 7% in 2017, expected to reach VND 4,191

billion in 2022.
DIRECT & INDIRECT COMPETITOR
1.

Direct competition
● Baskin-Robbins: Baskin-Robbins is the world's largest retail ice cream chain
based in Canton, Massachusetts, USA. The company was founded in 1945 by


Burt Baskin and Irv Robbins in Glendale, California. There are 1,300 favorite
ice cream flavors in 7,600 stores in 52 countries. Come to Baskin Robbins
Vietnam - 31 ice cream flavors with more than 40 stores to not only enjoy
scrumptious American ice cream but also fun. Besides many attractive ice
cream flavors, Baskin-Robbins also launches a tropical yogurt with two
flavors: strawberry and passion fruit
● Starbucks: Starbucks is a famous coffee brand in the world. Starbucks
headquarters are in Seattle, Washington, USA. The first Starbucks cafe was
established at 2000 Western Avenue (Seattle, Washington) on March 30, 1971
by three people: English teacher Jerry Baldwin, history teacher Zev Siegl, and
writer Gordon Bowker. Despite being a well-known coffee brand, Starbuck
doesn't forget to diversify the menu with yogurt with extremely nutritious
topping: blueberries, strawberry jam, ... and nuts
2.

Indirect competition
● I Love Kem: I love Kem is a famous ice cream buffet brand in Saigon founded
in 2009. The strength of this brand is ice cream flavored with fresh fruits of
Vietnam such as coconut, mango, lemon, durian .... They have created 20
different types of ice cream flavors with over 30 different topping types to
attract customers, especially children

● Bud’s: In 2007, North American CPTP became the exclusive owner of the
BUD’S Ice Cream of San Francisco in Vietnam, through a franchise model.
The first restaurant is located in Ho Chi Minh City. At that time, BUD’S was
the only American ice cream in Vietnam that was imported 100% with
reasonable price and attractive decorated ice cream products, which attracted a
lot of customers.
● Häagen-Dazs: Häagen-Dazs is an American ice cream brand founded in the
Bronx, New York in 1961 by a couple of Polish and Jewish business partners,
Reuben and Rose Mattus. Present in Vietnam since 2012, Häagen-Dazs
develops a main store system located in the center of Ho Chi Minh City. Over
the years with the effort to bring the world's super-premium ice cream products
to Vietnamese people, the system has imported ice cream with more fruit
flavors to meet their tastes but there are still many comments saying “It’s too
expensive”


III. Segmentation & Positioning strategy
SEGMENTATION:
-

-

Geographic: Ho Chi Minh city, Nha Trang city, Ha Noi city
Demographic:
+ People of all gender
+ Age: From 15 to 29
+ Income: middle income, high income
Behavioral: the ones who care more about their health, weight or their body
tend to choose healthy products.

Psychographic: People who live in the city have an active life, they often hang
out and eat out.
The target group: Ho Chi Minh city.
+ The population in Ho Chi Minh city is the highest in VN with more than
9 millions, Ho Chi Minh has the most Dairy Queen restaurants in Viet
Nam.

POSITIONING:
The positioning strategy emphasizes on the product attributes and the value of the
product given to the customer. We associated our product with the customer’s values
and knowledge highlighting their benefits. The menu will change every month with
new desert options that made by seasonal fresh fruit in Viet Nam, yogurt’s sweetness
come from the natural flavour of fruits without chemicals, good for customer health,
and especially reasonable price. We also compare between Dairy Queen’s products
and those of our rivals, like Baskin Robin or Starbuck, so that drive customers to
believe that Dairy Queen’s products had higher quality and standard. Unlike the
traditional fast-food restaurant, Dairy Queen offers a combination of healthier menu
items with desert and affordable prices.


PRODUCT
Name of this product line: TROPICAL QUEEN YOGURT
We use the fruits that are good for the health.
The menu has three groups of flavours: regular flavours, premium flavours and mix
flavours:
Regular flavours:

Premium flavours:

Mix flavours:

, Avocado

+ Blackberry

+ Banana, pineapple

+ Banana

+ Blueberry

+ Avocado, banana

+ Mango

+ Kiwi

+ Strawberry, grape

+ Strawberry
+ Lemon
+ Orange
+ Grape
+ Passion fruit
+ Cantaloupe
+ Pineapple

+ Banana,
blueberry

strawberry,

+ Kiwi and strawberry


With all flavours, we have 3 sizes: S (small), M (medium), L (large).
The original packaging’s colors of DQ are blue and red. But this product line we want
to send a message about using healthy products and living healthier so we decide to
choose the main color of the packaging is green.
PROMOTION
We’ll rely mainly on advertising to promote Tropical queen yogurt. Our company will
use TVC, print and social media for our advertisements.These ads are seen as an
essential aspect of each competitor’s marketing plan in order to gain ground in market
share, as well as in consumers minds. We need an advertising media that will jump out
in consumer’s mind and attract them to our store with a new kind of yogurt.
Besides social media, TVC advertising, we also develop a mobile app to provide
convenience for our customers. The new app will let consumers pay for products with
their phone as well as redeem promotions in-store and in drive-through lanes.
Consumers will be able to order directly from their tables and avoid long lines and
waiting time.We will use the app to drive location-targeted mobile promotions as well
as offer a loyalty rewards service. Especially, when we launch our new products, it’ll
be updated on an app so our customer can know about it easily.
We will use coupons and discounts to promote our new products. Coupons will
encourage first time customers to try the product because it will be affordable. Then,
they believe once they try it, they will be drawn back to the uniqueness of soft serve
and they will repeat customers.
Influencer Marketing will be used to attract more social media audience. We’ll hire
influencers, food bloggers with a large number of followers such as :An sap Sai Gon,
Khoai Lang Thang, Vu Dino,... They will come to our restaurant, try our new products
then make the videos feedback about them.

PLACE
The products are available at every Dairy Queen’s store in HCM city. As the Internet
grows, the company offers the product through Online store. Mobile apps allow
customers to conveniently place their orders online so they could easily get their food
and drinks at stores. In Viet Nam, food ordering apps are very popular , so we will
develop the channels through these apps: Now, Grab Food, and Dairy Queen’s
delivery service.


PRICE
Dairy Queen is a famous brand with upside down ice cream products. Tropical queen
yogurt will be launched at branches in Ho Chi Minh City. We choose a pricing
strategy for regular and premium flavors that is lower than other competitors. The
main reason is the yogurt market expanding, so customers have many different
choices. But our yogurt products are made from fresh fruits which are extremely
nutritious and quality, so we just need to price slightly below competitions to to gain
market share, attract more customers without affecting our brand image.
In addition, for our special mix flavors, we use psychological pricing. This pricing
strategy helps encourage consumers to purchase the company’s products based on
perceived affordability. We also use bundle pricing strategy offering product bundles
for prices that are discounted, compared to purchasing each item separately. We have
combo for 2 and 4 people with many different flavors in each to optimize cost and
motivate customers to buy more products.

Regular flavours:
Size

Price (VND)

S

35.000

M

40.000

L

45.000

Premium flavours:
Size

Price (VND)

S

45.000

M

50.000

L

55.000


Mix flavours:

Flavour

Size

Price (VND)

S

39.000

M

49.000

L

59.000

S

39.000

M

49.000

L

59.000

S

39.000

M

49.000

L

59.000

S

59.000

M

69.000

L

79.000

S

49.000

M

59.000

L

69.000

Banana, Pineapple

Avocado, Banana

Strawberry, Grape

Banana,Strawberry, Blueberry

Kiwi, Strawberry


Combo:
Size

Price (VND)

Family A
2M (Premium)
S (Premium)
L (Regular)

179.000

Family B
2L (Premium)
S (Premium)
M (Regular)

189.000

2S (1 Regular+1 Premium)

75.000

2M (1 Regular+1 Premium)

85.000

2L (1 Regular+1 Premium)

95.000

4 people

2
people

Note: In combo, customers can choose flavours for their yogurt.