Market

Draft Marketing Plan 1. Situation Analysis. It’s just not so long ago, so simple that almost every single house in Vietnam could be a coffee shop. All you need is a considerable place enough for some set of tables and chairs, a music player with some compact discs, a counter, basic coffees and other non-alcoholic drinks to become a coffee shop owner. Vietnamese people used to accept such coffee shops because they just needed somewhere to rest and to have a drink. However, with the development of the country in every aspects of life, coffee shops have changed a lot. Higher development of the national economic has led to higher standards of life. People in Vietnam are now having a great demand for high-standard services such as education, health care, entertainment… High-standard coffee shops are, as a consequence, dradually developing at a tremendous number. These shops are, though very expensive, warmly accepted by a great number of people. Customers of this kind of coffee shop enjoy it not only because it is a suitable place for them to work or relax but also because it is where they can show off their affluence. Modern coffee shops are completely different from the traditional ones. They are now not only a place for drinking coffee, as we need to design our shop to serve specific purposes: for businessmen. Businessmen more and more prefer holding their business appointment at coffee shop to the office rooms. Reasons for this are: space, privacy, convenience and services. Space is the decoration of the shop. Privacy is the private atmosphere people can have in a private room in the shop. Convenience is the shop’s location. Services, finally, is not only the quality of the foods or drinks but also the extra services like strong wi-fi system, pleasant waiters and nice atmosphere…Nowadays, going to the coffee shop is not just to enjoy the drinks but to have a space for your own as well. If people want to have coffee, they will just make it at home or the office . But they will pay much for a coffee shop to buy its unique style, its decoration, its music, its services…The difficulty ahead for V-presso is that there are already too much coffee shops like that in Vietnam. V-presso is the very new coffee brand in Vietnam, so what is more difficult is how to make people think of V-presso while there are already a lot of coffee shops for businessmen. 2. Market Demographics + Target Market: * Ages: 18-40 * Gender: Men & Women * Income: Depends on life-stage, but relatively high. * Occupation: Depends on life-stage, ranges from college students, faculty members…but mostly businessmen and businesswomen working inside the building. 3. Marketing Ideas - Customers, especially those who are working, have the need to go straight into the store and straight out as quickly as possible. This is a major objective because the quicker the service is, the more satisfied customers will be. That’s why we need always have enough staff working in the “to-go” coffee shop on the 1st floor. The staff work in the 1st floor shop need to be the most well-skilled and friendly ones, make sure everyone can communicate well with customers. - Place a portable A-frame sign in front of the coffee shops every morning to remind people we are there. Changing the colors on the sign (if possible) often. Adding balloons and crepe paper streamers will continue to get the attention of those walking by. - Promotional tools work to bring customers in with the promise of a reward. Maybe a free cup of coffee for every 10 that are purchased. Maybe in the opening weeks of the coffee shops, give out a V-presso card that when displayed, gets the customer a 5-10% discount for those who frequent the shops at least 3 times a week. Giving out 10% discount coupons for officers and those walking by on opening day. V-presso cards, discount cards, coupons…also provide the company with free advertising and bring in new customers. Or maybe give out a V-presso card provides free products when customer spend certain amounts can be attractive to daily coffee drinkers. - Try the coffee services delivered to officers working inside the building. With just a quick phone call, officers will have a delicious hot cup of coffee on their office tables in just 2-5 minutes. - Place strategically advertisements and PR posts on newspapers, online newspapers, magazines...: Dan Tri, Vietnamnet, Bao moi, Linkhay… - Website can be a pivotal marketing tool. If we can design a great website for the coffee shops, we are sure to get traffic from potential customers. Having a website also helps customers find our coffee shops when they are searching for one online. The higher our coffee shops’ website is in rank, the more likely we are to get more customer. Nowadays, everyone has a facebook, so have a facebook for the coffee shops and have customer testimonials on facebook would earn more customers as well, since people like hearing that another customer had a great experience at a coffee shop before trying it themselves and word-of-mouth is the most powerful form of advertising. Have a blog updating and writing by the staff too. Blog is an effective way to keep in touch with your customers too. - Special pricing: offering coffee with coffee cake for $5 when invidually the combo would have cost a customer $5.75. Customers will more likely to make the purchase even if they just wanted coffee orginally. By offering special pricing in our coffee shops, we are more likely to draw more customers who are willing to spend more money just because they feel like they are saving. - For the grand opening: invite the public, notify the press, rent displays that can be seen from the roads, make an event of it, requesting the presence of a local band, people love free so offer specials: 2 for 1 specials and discounts… - People don’t come for the coffee, they come for the atmosphere. Providing great customer service will have customers marketing our coffee shops for us. When a customer has a great experience at a coffee shop, they are more likely to tell others about and bring others to our coffee shops. I had a lot of customers who are later become my friends at the coffee shops I worked in. We share stories and they come to my coffee shop more often and they never go to other coffee shops too. Sometimes they bring their friends to the coffee shops as well. Customer service is the most important thing. People buy from people they trust. Customers want good service. They will put up with paying a bit more, they will accept a little lightly different taste but they won’t put up with a bad service. To have a great customer service, we need to make sure that the staff enjoy working in the coffee shops. The satisfaction of the employees is the satisfaction of the customers. Be sure to treat the staff with respect. - Turn the coffee shops into a business club, book club, music lover club…at a certain day of the month. This is another great way to get new customers and keep old ones. - Send direct emails to officers. - Never forget to focusing on the quality of the product.