1.

Segmentation

Teenagers Young adults Adults Middle-aged

Geography

Age 15-18 18-30 under 35 40-65

Country They live in Korea

They can be expats who live in Korea, mostly from Asia areas, Europe and
America living in Korea

Density They live in the urban areas such as Seoul, Busan, Daegu,Incheon,etc.
Highland Can Coffee being sold in supermarkets ,convenience stores ,
vending machines located in the centre of the urban city.

Demographic

Gender Male and

Female

Family life Young, single or Single/Married Single/Married

Cycle married

Income Middle to high Middle to high Middle to high Middle to high

allowance allowance wages or wages
allowance

Occupation Student College or Middle to Retired people

university students Highly paid jobs White collar
Middle to highly White collar workers
paid jobs workers Taxi driver
White collar Office Job
workers Housekeeper
Office Job Taxi driver
Taxi driver

Education Secondary to High school High school High school

high school graduated, graduated, graduated,
Undergraduate Undergraduate Undergraduate
Graduated Graduated Graduated

Nationality Mostly Korean, Asian ( Japanese,Chinese,

Taiwanese,Thailand,Singaporean,Vietnamese,etc) and European,American

Psychographic

Social Class Middle Class, upper class and high class

Lifestyle Active and Modern, active, Modern,active, Busy with work

trending with busy with work busy with and family
 influencers and study work,study
Drinking at Drinking at school Take care of
school and at and at home. housework
home.

Important factor Stay awake Caffeine to stay Familiar taste Familiar Taste
awake
Low calories

Personality Fun, socialized Open-minded, Open-minded,

socialized and socialized and
eager to try new eager to try new
things things

Sensitive of Low High Low Low

price

Consumer Behaviour

Occasion Hanging out Hanging out with Hanging out Busy with
with family and family and friends. with family and working and
friends. Busy with friends. household and
Busy with working and Busy with need coffee to
studying studying schedule working and stay alertness
schedule and and need coffee to studying
need alertness stay alertness schedule and
need coffee to
stay alertness

Frequency of Low High High Low

buying

Benefit sough Quality products with reasonable price,tasting, convenience, fast, attractive
packaging

User status Potential user: Frequent user: Frequent users ex-user:

Regular users Who are familiar who are familiar who are familiar
Willing to try with coffee with coffee with coffee
new products. culture, looking culture, looking culture, looking
Light user for fast and for fast and for fast and
convenient convenient convenient coffee
coffee,also they coffee,also they but reduce
are willing to try are willing to try frequency of
out new products. out new drinking.
Light user products. Light user
Heavy user

Loyalty status -Medium: Most Korean are not really familiar with Highland Coffee but will
stay loyal with Highland Coffee due to the suitable taste and convenience
coffee product.
 Attitude toward Positive, demand for product with better quality and price
product

2. Targeting
-The main target customers are office workers, housewives, students aged 20 to
30.They are group of people who are imaginative, lively and dynamic.These group of
customers have common features: most of them are in the working age, busy with
work or study, have little free time and need alertness.
-Markets: Big cities and developing economies: Seoul, Busan, Daegu, Incheon,
Gwangju, Daejeon và Ulsan
3. Positioning
Highlands Coffee is currently one of the most popular coffee brands in Vietnam. Over
a long period of construction, Highlands Coffee has rapidly grown, become more and
more famous, raising its position in the domestic market and aspiring to reach the
world.
Highland Coffee’s products are very diversified and suitable for many people.Beside
traditional flavour for Vietnamese, Highland Coffee has created more international
Arabica flavour.
● Positioning: As a brand name, Highland Coffee places great emphasis on
providing customers with the finest coffee experience.
● Differentiation : With slogan: Bold-aromatic, Innovative ready-to-drink
coffees from Highlands Coffee allow you to have the full Vietnamese iced
coffee experience as easily as you can open a can of soda. Strong, dark, full-
bodied Vietnamese coffee is prepared as the traditionally sweet and creamy Ca
Phe Sua.

Reference:

https://toplist.vn/top-list/thuong-hieu-ca-phe-lon-uong-lien-tot-nhat-hien-nay-
28889.htm
https://lenscoffee.com/highlands-coffee-ready-to-drink-iced-coffee/
https://www.highlandscoffee.com.vn/
https://www.statista.com/outlook/30010000/125/coffee/south-korea#market-revenue
https://gmufourthestate.com/2018/12/05/unique-coffee-culture-in-south-korea/

Marketing mix
● Product: Highland Coffee Ice Milk Coffee
● Market: Big Cities and developing province
● Business Goal: increase sales, market share, profit, build image, brand and mainly
penetrate the market
I. Product.
Product description:
 1. Properties and quality of the product.
● Iced Milk Coffee is a blend of sweet milk flavors, signature roasted coffee, milk and
ice, and creamy cream
● Instant coffee is packaged in an easy-open can. Just keep the can in your
refrigerator or cold case and pop the top to be transported to a Vietnamese café,
enjoying a perfect iced coffee made from genuine Highlands Coffee. It is refreshing
straight from the can when chilled, poured over ice, or used as a base in a coffee-
based drink recipe.
● Produced by modern technology, everything from raw material selection to
processing and packaging is done completely.
● Does not contain chemicals, harmful preservatives, ensures safety for consumers'
health.

2. Packing, size and type.

Highlands Coffee Ice Milk Coffee is packaged in a convenient way, ensuring that it does
not affect the quality as well as the taste. 235ml and 185ml small can are convenient to carry

with you so you can use it anytime

 3. Function
● An unique mix between Robusta and Arabica coffee beans, slow drip-brewed
through a Vietnamese traditional “Phin” filter Iced milk coffee is a combination of
sweet milk flavors, characteristic roasted coffee, milk and ice, and creamy
cream.Highlands Coffee believes that this will be the outstanding sweet drink in the
drinks because of its aftertaste.
● Help reduce stress, help brain health, thinking logic and intelligence

II. Price
Compared to the general level of the Korea market, Highland Can Coffee is competitively
priced.Highland Coffee will focus on the lower price.The company set the price on a simple
idea: High value at moderate cost.
Currently there are 2 size of Highland Can Coffee Ice Milk Coffee with prices in the market:
● 850 ₩ ~ 235ml Medium Size
● 650 ₩ ~ 185ml Small Size
III. Place
Highlands coffee combines 2 types of popular distribution today Retail location and E-
commerce
to facilitate both businesses, sales intermediaries and consumers in choosing the form of
company purchase.
Offline: directly by distributing products to supermarkets,convenience stores and vending
machine systems near crowded train stations and along the Han River park area.
Online : Highland Coffee will sell products through 3 main websites in Korea: Coupang, T-
Mon and Wemakeprice.
IV. Promotion.
1.Comunicating objects:
Target and potential customer of business
2.Communication goal
Highlands Coffee would like to bring Korean customers the experience of tasting the
Vietnam coffee beans and convey the message : Proud to be born in Vietnam, Highland
3.Type of promotion
Observe reality the company can affirm that: customers will be the best advertising channel
for its products. Therefore, the company uses a combination of pull and push strategies to
build a position for its products in the marketplace, and also to increase sales and market
share.
● Advertising:
Internet: Google ad, youtube ad, mobile apps
Social media (Instagram.Facebook,Twitter,etc) ,
KOLs. : Depend on requirement of advertising campaign, we will hire micro-
influencer to attract and share experiences to customer
● Sales Promotion
Promotion program in convenience stores (discount price)
Collect 2 items (big size), get 1 small size free
Send the sample to food micro-influencers

Budget

Stages Content Budget( won)

Stage 1 Short video 40.000.000

Talk show 50.000.000
Other expenses 10.000.000

Stage 2 1st lucky:1.000.000w 10.000.000

Quantities:10 10.000.000
2nd: Samsung galaxy 10/ 500.000w 3.000.000
Quantities: 20 130.000.000
3rd: Earphone/ 100.000w
Quantities: 30
Consolation prize: 185ml Highland Can Coffee/650w
Number:200.000
Hire influencer
Run advertising 7.000.000
Writing content + design 20.000.000
Other expenses 5.000.000
15.000.000

Stage 3 Idea1:
Sponsor for music concert 100.000.000
Hire influencer 50.000.000
Run advertising 50.000.000
Idea 2:
Sponsor for reality show 80.000.000
Other expenses 20.000.000

Total 600.000.000