Presentation
Member
Lecturer
TRAN VI ANH Le Trung Kien - HS173477
Ngo Quang Thai Duong - HS170672
Truong Hoang Long - HE173270
Pham Thanh Long - HS179006
Nguyen Tien Manh - HS173219
Nguyen Viet Duong - HE170513
Presentation
Executive summary
Chairman: Dang Le Nguyen Vu
Field: Coffee, beverages, real estate,
retail.
Headquarters: Buon Ma Thuot,
Vietnam
Established: 1996
Employees: 3000+
Famous products: G7 Coffee, Trung
Nguyen Legend, Weasel Coffee
Brief introduction of
the company
2023: Opening of
Representative Office in
Korea. Accompanying to
build Buon Ma Thuot City
1. History to become the world's
Coffee City. Launching
1998; 2001; 2003; the hotel complex "La
2010; 2012; 2013; Forêt en ville" and
2016; 2017; 2018; conference center "The
2019; 2020; 2021; world coffee center",
2022 groundbreaking for the
1996: On June 16,
construction of the
1996, Chairman
"Loving" and "Happy"
DANG LE NGUYEN VU school areas in the Coffee
founded Trung City urban area.
Nguyen in Buon Ma Celebrating 20 years of G7
Thuot. brand conquering the
globe.
2. Mission/Vision
* Vision:
The great organization
By serving the human
community
* Mission:
Building a united human
community
Follow a value system of
conscious living
Brings real success and
happiness
3. Products/Services
Products Services
Coffee:
Roasted and ground coffee: G7, Trung Trung Nguyen Legend Café & More
Nguyen Legend, Weasel Coffee,… coffee shop chain
Instant coffee: G7, Trung Nguyen Online sales service
Legend, Instant Coffee,… Coffee export service
Capsule coffee: G7, Trung Nguyen Consulting and support services for
Legend,… coffee farmers
Drinks: In addition, Trung Nguyen Legend
Energy drinks: Wake-Up 247, Warrior,… also provides other products and
Beverages: Iced Milk Coffee, Coconut services such as: Books; Music;
Water,… Present; Coffee tourism.
Tea: G7 Tea, Herbal Tea,…
Confectionery:
G7 biscuits
G7 coffee candy.
Digital marketing mix
evaluation.
Product
• Innovation: Online platforms can be used to test new product
ideas and gather real-time feedback. This can help Trung
Nguyen Legend develop and launch innovative coffee products
that meet specific consumer needs.
• Digital products: E-commerce platforms can be used to sell
not only physical products but also digital products such as e-
books on coffee making or online subscriptions to Exclusive
coffee experience.
Price
• Flexible pricing • Subscription model
Place
• E-commerce • Omnichannel strategy
Promotion
• Targeted • Engaging • Customer reviews
advertising content and interactions
IV. Digital communication plan
1. Development of the target market and media user profile
Objects Students, interns Working people
Age 18-24 25-35
Population (urban
~6M ~12.7M
Vietnam)
- Buy it yourself. - Buy it yourself, or from an available
- Need coffee to stay awake when company office.
studying, prepare for tests, exams, - Need to be alert to complete
graduate, work part-time,... workand meet deadlines
Psychological-
- Often drink coffee 4times/week. - Usually drink coffee once a day.
behavioralcharacteris
- Concerned about discounts and - Don't care too much about
tics
promotion. discounts, like convenience.
- Buy coffee at a convenience store - Buy coffee at convenience
convenience, school canteen, stores,grocery stores, supermarkets,
grocery, supermarket, online,.. online,..
Media user profile
+ WEBSITE
The website provides detailed
information about coffee products, coffee
types, origin and processing process.
Trung Nguyen often updates information
about stores and sales points closest to
consumers to buy products directly or
enjoy coffee.
Media user profile
+ Social networking sites: Facebook, Instagram, TikTok, Youtube
Media user profile
+ Facebook:
According to statistics as of June 2021 of Napoleon Cat
(a tool to measure Social Network indicators), the total
number of Facebook users in Vietnam is nearly 76
million people.
Among them, the most popular age is still from 25 - 34
(about 32% of total users) and the gender difference is
insignificant (49.9% of male users & 50.1% of female
users). female). About 18-24 years old (25% of total
users)
Media user profile
+ TikTok
Figures published in ByteDance's advertising resources show that TikTok has 49.86 million users aged 18
and over in Vietnam at the beginning of 2023.
Media user profile
+ Instagram
IInstagram Vietnam with nearly 13 million users
(up to now) of which the target audience is
mainly young people, aged 18 - 24 (accounting
for more than 40% of the total), focusing mainly
on women (62, 4%) with content focusing on
art, entertainment, cuisine, travel & fashion.
Ages 25-34 (about 24% of total)
Media user profile
+ Youtube
According to updated advertising resources
from Google, YouTube has 62.50 million users
in Vietnam at the beginning of 2022.
Media user profile
Mobile application: Trung Nguyen
Legend Cafe & e-Coffee
Media user profile
+ Email marketing
+ Television advertising
+ Online newspapers & magazines
Facebook
We can identify the channels that Trung Nguyen Coffee can use to reach its target market and the tactics
that are most likely to lead to purchase intent/action on each channel.
Facebook: With nearly 76 million users in Vietnam, Facebook is an important market access channel.
Currently, Trung Nguyen's page has about 174k followers
Instagram
With more than 10 million users in Vietnam, Instagram is the appropriate platform to share attractive
images and videos about coffee products. TRUNG NGUYEN's Instagram has 4,413 followers so Instagram
strategies may include
TikTok
With nearly 50 million users in Vietnam, TikTok is a fast-growing platform and suitable for reaching young
customers. TRUNG NGUYEN's TikTok page has 17k followers - 149k likes so it can:
YOUTUBE
With TRUNG NGUYEN's Youtube channel currently having 30.5K subscribers - 573 videos, they can
continue to implement strategies such as:
SMART:
Specific: Increase online sales of
G7 Lotus products by 30% in the
first 6 months of launch. Increase
the number of visits to the G7
Lotus website/webstore by 20%
compared to the average of other
G7 products and increase the
number of followers on Facebook
and Instagram channels for G7
Lotus to 10,000 in the first 3
months.
Measurable: These goals
can be measured by using
web analytics tools to
count website visits,
statistics on the number
of followers on social
networks and track order
sales and revenue.
monthly online revenue.
Attainable: The set goals are
ambitious but also very
feasible through optimizing
SEO, enhancing online
advertising, implementing
strong promotional and
interactive campaigns more
on digital platforms with
available budget and
resources.
Realistic: With the strong
development trend of
increasing transformation,
Trung Nguyen's digital
transformation strategy
will aim to increase e-
commerce revenue and be
consistent with the current
trends and capabilities of
the business.
Time-bound: The expected time to
achieve digital marketing goals for the G7
brand is 4 months, from January 2024 to
the end of April 2024. From target market
profile
Traditional channel : Trung Nguyen has
operated 4 coffee roasting factories, 2
instant coffee processing factories, 600
coffee shops, 121 exclusive distributors,
7,000 branches, and 59,000 product retail
stores in Vietnam since 2010.
Advertising: Trung Nguyen is also a brand
that takes great care in investing in TVC
advertising. Trung Nguyen's advertisements
are often shown during prime time on
national television channels such as VTV1,
VTV3..
Digital media strategy: Focus on
social media marketing and
influencer collaborations.
Part 1: Part 2: Part 3:
Trigger Engage Amplify
Part 1: Spread
Week 1: Tease, attract attention: CHANNEL: Social
networks: Facebook, Instagram, Tiktok…
- Create a mini game: post new product teaser photos
for everyone to guess the product name to receive
gifts.
- Continuously make suggestions about new products
Week 2: Official product launch:
- Announcing mini game results
- Release TVC: Release TVC of new product lines, new
looks, new stories based on concepts & big ideas.
Week 3: To attract more attention, get productive
Week 4: Designing direct media content
Part 2: Connection
Set KOLs:
Select KOLs as successful students and young
people in the fields of art, sports, entertainment,
aged 18-25, with a social network following of
50,000 to 200,000 people: MC Khanh Vy
Digital Ads goal:
Advertising platform: Google Ads, Facebook Ads,
Instagram Ads, TikTok Ads or other advertising
platforms.
Website Use SEO and SEM keywords such as
coffee, brewing, energy... to optimize search
engines.
Part 3: Spread
PR:
The selected newspapers are also newspapers whose readers are
mainly Trung Nguyen Legend's target customer group:
Webtretho, Eva, Afamily, Dan Tri, Channel 14, Nguoi Sao,
VnExpress,.
Use KOLs:
KOLs are influencers in the target age group who post posts or
videos that create discussion on social networks like Instagram.
youtube, tik tok about drinking coffee to stay up working all night
but losing sleep right after.
hashtag:#Đảm Bảo Ngủ Khi Uống Cà Phê #TrungNguyen
TVC:
Make TVC for Lunar New Year, attract viewers and combine
discounts.
Strengths:
Video marketing and creative content will attract
viewers' attention and motivate sharing. Videos can
be widely shared on social networks. Increasing SEO
and SEM reach increases marketing performance
and is trackable.
The most effective channel to reach young
audiences and can take advantage of kols'
reputation to promote the brand. Reach and
interact directly with customers, conveniently shop,
track sales and spread messages quickly
Weaknesses: High competition, large initial
investment costs, Difficult to fully control, bad rumors
may appear, Loss of control over content, depends on
the influencer's reputation.
Potential threats include: Poor quality content,
clickbait Excessive advertising Competition from
competitors Risk of hacking or technical errors Costly
if the campaign is ineffective
=>> This can cause loss of customer trust.
Other major channels such as
television, radio, magazines, and
print newspapers were also
considered but were not favored
because they were not suitable and
did not meet the needs of the target
audience.
Choosing the right media channels
for your target audience is important
to ensure an effective digital media
campaign. In this case, focusing on
social media channels, video
marketing and optimizing user
experience is considered the best way
to reach and interact with G7 Lotus's
target audience of gender. young.
age and daily digital use.
MEASURING CAMPAIGN
EFFECTIVENESS
Website: Use Google Analytics to track your
website Conversion rate
Social media: Track social media engagement: Use Email Marketing
social media platform integration tools such as Sales data
Facebook Insights, Instagram Insights, and TikTok Analyzing sentiment on social networks
Analytics Customer's feedback
KOL: Use Brand24 to measure and analyze Impact of Influencers
hashtags across media. Media news
Use affiliate software to track link clicks, users' IP Survey and feedback
addresses, browsers used, and even their Follow hashtags
geographic location. From there, analyze consumer
behavior on the brand website after clicking on the
link
Presentation
[Link]
Digital campaigns help Trung Nguyen Trung Nguyen Legend promotes investment
Legend increase brand awareness, in TVC online advertising, especially national
create demand, and generate loyalty. TV channels to create widespread awareness.
Trung Nguyen Legend opened its first facility in Shanghai
Presentation
Recommendations
Some suggestions for Trung Nguyen Legend's future digital market strategy:
Focus on emerging marketing channels
like Tiktok and Discord that are growing
in popularity. Currently, Tiktok
Marketing is in the process of strong
development
Use data to better understand
your customers by collecting
data such as purchasing
behavior, preferences, and
demographic information.
Help Trung Nguyen Legend
create more personalized
follow-up campaigns,
tailored to each customer's
needs and preferences.
Need to enhance customer experience
across digital channels, need to ensure
that its customers have a positive
experience by providing high-quality
customer service, easy-to-use features
and functionality, and Attractive and
relevant content
Transform into a fully interactive experience:
Build a fully interactive experience using new
technologies like virtual reality (VR) or
augmented reality (AR)
Presentation
Thank you