Tên: Lê Thị Mỹ Hoa

STT: 18
MSV: 11181816
Lớp: TCTT 60C
Môn học: Principles of Marketing

The Coffee House’s Marketing Strategy Summary

The Coffee House is one of the most famous coffee brand in Viet Nam which was founded by
Nguyen Hai Ninh in 9/2014. At present, the biggest objective of this brand is achieving 200
stores in Viet Nam in 2020. The Coffee House entered the F&B market in Vietnam quite late, it
seems that this brand will be swallowed up by other famous coffee brand chains. However,
thanks to the right Customer Insight strategy and understanding of the domestic market in
Vietnam, The Coffee House has taken the right steps to focus on customers, helping this brand
quickly become one of the chains. The coffee brand has the fastest growing speed on the market
today. The result of this success is an Integrated Marketing Plan called five Ps.
1. Product
Competition in the F&B market has never been easy, even when large enterprises
entering the industry face many difficulties. Because the product of this industry is
extremely diverse and it is easy to be replaced due to constantly changing customer
needs. If The Coffee House focus only on black drinks mixed with sugar and milk, it will
sooner or later collapse. But they understand what the market is looking for, not just
coffee but also drinks that suit the tastes of young people like: milk tea, ice - blended -
Macchiato, ... Thus they research, explore to get products suitable for consumers in each
period and get a loyal customer base for the store. Even the packaging, The Coffee house
is also very focused on development. Not only is it the most convenient packaging
improvement, but it is also unique and environmentally friendly.
2. Price
With only about 30,000 - 50,000 VND, you can sit and enjoy coffee in a peaceful and
luxurious space. And more importantly, you can sit coffee, confide, work all day but the
staff is still very welcoming, regular water supply and fun chatting with you.
3. Promotion
The promotion of The Coffee House is extremely different and special. It is strange that
it does not use tricks but strikes the psychology of customers from small but very
touching stories about "home", about "family". Listening to customers and understanding
customer insights have helped The Coffee House always have a stable set of loyal
customers and create a positive spread effect in the community.
4. People
 The Coffee House is designed in a cozy style for every customer who comes to the store
to experience the most familiar feeling. That is still not enough, The Coffee House also
makes customers more satisfied with the service attitude of the staff and friendly service.
5. Place
The Coffee House is putting all its energy to thrive in two big and potential cities, Hanoi
and Ho Chi Minh City. Following the path of becoming Top - of - mind in the minds of
customers, the chain "Coffee House" was impressed by the continuous opening of stores.
And in that, it is undeniable that the choice of business location in prime locations in the
market of The Coffee House. The stores are located in densely populated areas, with
beautiful and eye-catching views, convenient parking, easy to find to bring the most
convenience to customers.