KOREAN

STREET FOOD
Though street vendors & food trucks
 The Team Introduction

Member 1 Member 2
Nguyễn Thu Huyền Phan Tiến Đăng Khoa

Member 3 Member 4 Member 5

Nguyễn Nhật Khánh Vũ Hoàng lan Nguyễn Lê
Minh Khôi
Hello there, We are:
Marketing Brand awareness: Brand consideration

objectives Increase conversation rate

First food truck in the NEU- from interest to consideration
(Our goal) HUST-NUCE area & conversation rate from
consideration to intent.

Customer relationship Increasing revenue

Creating a brand image that We intend to increase revenue

prioritizes client requirements within two months after
while simultaneously ensuring commencing the project by
safety. improving the brand.
#1
EVNIROMENT
A place to begin!
Destination for the ideal vendor?
The "Bach-Kinh-Xay"
Pedestrian Bridge on Tran Dai Nghia - NEU
Project Profit
The district of three well-known university NEU,
HUST and NUCE. Crowded with a large amount
of youngsters who has high purchasing power
Project Growth
Great potential from a pretty large market,
constantly renewing. Advertises can be done
in various way since younger people are fast
with information.
Target
audience
Student around "Bach - Kinh - Xay"

Why do we choose students

around this area as our main
target audience?

Students favor street food more than adult,

and they have bigger purchasing power
than kids and pupils.
 Macro Environment
Food and Beverage

01 Economic
The F&B Industry is rapidly growing
and never run out of need.
02 Technological
We have vehicle equipped with a
mini storage and cooking gadgets.
The seats for customers will be sets
of portable chair & table

03 Social culture
People are familiar with food
vendors. And youngster nowadays
do have a lot of demand for it.
 Micro Environment
Food and Beverage

01 Suppliers
Easy to contact due to enhanced
communication of modern days.
02 Customers
Enjoy Korean cuisine, love trendy
things.

03 Competitors
Having other competitors in F&B
but not particularly Korean cuisine.
 Internal Environment
Food and Beverage

01 Organization Structure
Simple, due to the speciality and
scale of the project.
02 Corporate Culture
Close, Informal.

03 Human resources
No Specific Talents or experience
required. Easy to find employee.
 Strengths
SWOT Analysis - Serving food at a good
speed
SWOT stands for Strengths, Weakness, - Mobility
Opportunities, and Threats. Based on the - Can be operated with a little
dynamics of our group and our goals, a SWOT
amount of human resource
analysis will allow us to focus on areas that can
help us maximize our strengths, remove our - Flashy & Fashionable
weaknesses, leverage on opportunities, and - Unique, as there is no other
address threats.
truck in the area
Opportunities
- Accessing more customers
- Allowing a stable income
- Introducing new items,
possibly, based on the
requests from the customers
Weakness
- Limited variety of
meal
- Create a lot of litter
around the selling
area
Threats
- Growth of gas & ingredients
prices
- The appearance of new
competition in the market
- Change in customers’
preferences
"-Truth: Korean street food has been one of the most popular among
the young generation. Not only because of its diversity in types of
dishes but also its flavorful taste and affordable price. The food
vendor contains both Korean cuisine and decoration trends that will
seize the customer's curiosity and interest.
- Tension: Food trucks are rarely been around the target destination
let alone decent, meticulously decorated trucks.
- Motivation: consumers are interested in finding a street food selling
destination that has tasty food, unique decoration flashy for check-in,
also convenient to buy
=> INSIGHT: after endless and exhausted classes, at the end of the
afternoon, it was when I felt like I need to eat the most to recharge
after a long day. But the street foods available around my college are
not only unhygienic but also greasy. Although the price for a portion
of food is cheap, to fill up my stomach I require a large portion, this
result in the total money I have to pay is not cheap at all, So i'm
looking for a place to eat that is hygiene, affordable, delicious, and
full.
"Korean street food has always been welcomed in the eye of the
public. a specified food truck still seems to be a fascinated way
of selling food in the youngsters' opinion. Our model is the
combination of these two public favorites also with a unique
appearance that has never been seen around the target area.

Top-bokki "Korea on wheels"

#2
MARKETING STRATEGY
Make the world hear our name!
 Products Overview
Quick peek on some of what we sell!
Tteok-bokki
The famous spicy rice cakes, universally
beloved treat. - 38.000/dish (200g)
Spicy noodle
It is a salty, spicy snack. make sure you
have a glass of water when eating it! -
30.000₫/dish (120g; serve with sausage)
Mayak Gimbap– Seaweed Rice Roll
cooked rice, sliced veggies, seafood, all
wrapped around by nori sheets. Salty
and elastic - 30.000₫/dish (2 bars)
Sikhye - sweet rice drink
Ease down spiciness. Go with the others
to form such destructive combination!
20.000₫/Cup (12oz)
Odeng - fish cake
made with surimi, wheat flour,
carrots, onion, salt, and sugar, it is
also a popular drink snack to
accompany soju 12.000/skewer
Mandu – Korean Dumpling
Chinese originated dish, Korean
variation with kimchi filling.
25.000₫/dish (6 units)
Chilsung Cider - Lemon soda
Your refreshing Lemon soda of the
neighborhood! 20.000₫/Can (250ml)
 Pros & Cons

Pros: Cons:
- Delicious - high in carbohydrate
- Easily served - Can lead to obesity
- Can be take away - Addictive
- Favourable - easily get full after a few
- Affordable dishes
 Pricing

Base on market price of the product, make adjustment to

meet our conditions.

Need to find a supply source that is able to fulfill raw

material at the price that satisfy the value we set before.
 Place

No intermediary. Selling directly to the customer

Serving directly , take-away and shipping

 Promotion

By printing our brand name and logo on boxes and cups we use to serve food,
we can make an impression on people who buy our food, keep us stick on their
mind and when the used holder got dispose and somebody sees it, we'll get on
they mind too

By decorating the truck and nearby scene, people may

want to take a photo at our place and share it to the
internet, making them our own marketer.
#3
IMPLEMENTATION
Make the world hear our name!
 Phase 1: Trigger
Period Message
15/5 - 31/5 Desire to meet a new way
of serving food.

Key hook
Tactics
Making the outbrust of
- Social Media: Collab with "
curiousity about the
hot face" or "hot TikTok" who
emerge the truck
are students or old students
of 3 universities and some

Objective clubs create controversia

conversations
Brand awareness, draw - Advertising on social
community's attention. media such as Facebook
 Phase 2: Engage
Period Message
1/6 - 10/6 Happiness on wheels

Key hook
- Challenge: "Top-bokki:
Happiness on wheels"
- Food reviewer on tiktok
Objective
Brand consideration, customer
retention.
Tactics
- Create the challenge and
giveaway the prize ( 50% voucher
total bill) for the picture with the "
Top-bokki" truck that has the most
like and share
on Facebook
- Giveaway coupon, a voucher for
the opening day
 Phase 3: Amplify
Period Message
11/6 - 11/7 We carry food that makes
your mood good.

Key hook
Tactics
- Sale promotion
- PR - Online PR: Journalists, KOLs,
and consumers write reviews on
Facebook, Foody, or Instagram. -
Sale Promotion on Monday, and
Objective Thursday.
Customer relationship, Increase
revenue.
Budget
Fixed cost
As calculated, our fixed cost is about VND 133,400,000.

Variable cost (of each of each phase)

Trigger Engage Amplify

VND 67,000,000 VND 85,700,000 VND 111,000,000

 Employee's Salary
Main chef Vice cook
1 person. Full time only. 1 person. 35.000₫/h + 5% revenue
5.000.000₫/month + 10% revenue

Waiter Accountant
1 person. 23.000₫/h + 5% Revenue 1 person. 1.000.000₫/month+ 5%
Revenue

Import staff
1 person. 1.000.000₫/month+ 5%
Revenue
 Thanks for
listening!
If you have any questions, please feel free to ask.