BIG IDEA

Situational Analysis
The Coffee House has a good reputation among Vietnamese consumers due to the variety of products
(Appendix 1). However, after the Covid-19 pandemic, The Coffee House rapidly switched to "Self
Service" in terms of serving and operating, which led to numerous negative responses from the
customers (The Coffee House brief 2022). Moreover, there are not enough interesting in-store
activities. On the other hand, The Coffee House’s competitors also do not have many in-store activities,
this is a great deal of opportunity to develop engaging in-store activities.

Target audiences Key The Coffee House offers “chill" and “productive" ambiance to make customers not only
message concentrate on working effectively but also the comfort of their own homes.

Gender: Male & Female Location: Big cities (Ho Chi Minh and Ha Noi)
Age: 25 - 34 years old Productivity management Sometimes you feel so stressed that choosing between working at the company is effective
Occupation: White-worker Media usage: Facebook, Zalo, Youtube but not chill, working at home is enjoyable but not staying focused. You want to have a
Income: A or A+ (10 to 20 millions VND per month) Market size: 6.370.020 (Appendix 2) Rationale place that has both of them. Not far away, The Coffee House not only boosts your

productivity but also brings the most “comfort zone" at once in one service.

Fact:
Remote working has risen, I
prefer working in the coffee
shop to my house (Petro 2021)
INSIGHT
Tension:
I feel annoyed at being disturbed when I am
working (Gallo 2017). The private working
environment which escapes from partners,
roommates, pets and noisy kids can make me dig
into my work.
Objectives
Gain:
I am finding a coffee shop than can
promote my productivity in working
Increase 20% of the target audience to be aware Have 30% positive perception good review rating
and provide a cozy and caffeinated
positively of self-service in The Coffee House from and review on social networking from April 2023
replacement for our houses.
April 2023 to June 2023 to June 2023

Awreness: April 2023 Engagement: May 2023 Amplification: June 2023

TVC
Channel: Youtube, Facebook KOL Endorsement Sharing contest
A set of photos showing the irritation due to being annoyed when Reviewing app experience when they go to The Coffee House's Channel: Facebook
working at the office by colleagues or working at home by store in their Youtube channels, including ordering, picking-up and Customers share the tips and stories about self-service of The
Key Hook earning beans (Appendix 6) Coffee House helps them proactive their efficient working
roommates, children…
Customers receive a trigger message: “ Công việc bị gián đoạn khi without any disturbances. The post with hashtag:
làm việc ở nhà hay ở công ty?”. Collaborate with a startup online course/webinar or training #thecoffeehouse, #lamviechieuqua, #chillnhuonha
The Coffee House's space appears with the benefits of self- programs of companies: to share a tip about maximising The participants win an E-voucher free snack within 1 week.
service which brings convenience and proactive self-service, such productivity at work by using application to experience self-service Other participants will get 1 E-voucher upsize.
as: pick-up, clean up… in The Coffee House.

Objective: Increase positive perception about self-service at The Coffee House Attract customer download The Coffee House's application Gain positive rating and review on social media

Facebook seeding Promotion

Pr articles: Tuoitre, BrandsVietnam TikTok influencers for online course (Appendix 4) KOL’s Facebook post for seeding contest (Appendix 5)
Support tactics Facebook seeding (Appendix 3) Display Ads on Facebook Facebook seeding
Display Ads on Facebook Always-on-content Display Ads on Facebook
Always-on-content Email marketing Always-on-content
The influence of online influencers on consumers' intended Millennials enjoyed blogging, vlogging, and posting on social
behavior (Sakib 2022) media about their experiences with appropriate hashtags
Rationale Videos of all kinds are indeed engaging (Rozakis 2019) TA watch a lot of video on Youtube and short-video on TikTok (Friedman 2016).
TA often read review on online platform (Lonta 2016) (Decision Lab 2020) Demand for improved leisure facilities such as promotions or
TA enthusiastic in motivating and educational content (Vero 2020) discounts (Deloitte 2021)

5000 download application 850 attend the contest

KPI 2.000.000 interactions for TVC 3.000.000 interactions for KOL's video 250 social mention
Collab 100 startup online courses/companie 8.000 impressions

Budget 64.000 USD 50.000 USD 34.000 USD

APPENDIX 1: Related topic of TCH . Reproduced from Google
Trends 2022

APPENDIX 2: According to Datareportal (2022), there are a total of 98.65 million Vietnamese
people. In detail, there are approximately 16,7% people from 25 to 34 years old and 38,7% are living
in urban areas. As a result, the number of millennial is big cities is 6.370.020

APPENDIX 3: Facebook groups for seeding

Seeding post about The Coffee House's TVC
and online course collaboration

APPENDIX 4: TikTok influencer for online APPENDIX 5: KOL on Facebook’s post for APPENDIX 6: KOL Endorsement
course collaboration contest

Lý Thành Cơ Nguyễn Hồ Trà My Trinh Phạm Ninh Tito

Trần Trọng Đức Trí Nguyễn (Anh Bạn Thân)
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