BRAND POSITIONING Challenge

big idea communication strategy

Functional offering
Large space for working and study
Diverse menu
Healthy drink
Youthful and modern design
Good price for daily spending
Emotional offering
Feeling comfortable and close
Easy to concentrate
High performance
Target audiences
The Coffee House is a popular
Vietnamese coffee chain
famous for its high service
standards. However, the
application of self-service
into operation has made
many customers feel that TCH
is fighting loyal losing the core
value of the cafe (Appendix 2)
Insight
for The Coffee house
Khác biệt không làm ta xa cách
OBJECTIVES
To increase awareness from 45% of the Target Audience that The Coffee House
applies self-service into operation by the end of June 2023.
To receive a positive attitude from 40% of the Target Audience about The Coffee
No difference can separate us House’s service toward social media by the end of June 2023.
KEY MESSAGE
The Coffee House allows customers to personalize their drinks, helping Target
Audiences to tailor the drink to their personal taste so that they feel as comfortable as
at home.

BIG IDEA - Make yourself at home

Millennials 24-35 years old (1987-
1998), both gender
Market size: 12.000.000 -
14.100.000 (Appendix 1)
Urban cities
Official workers
Media use: Facebook, Youtube,
Zalo
Income: average or more
Fact: I am willing to pay a lot of money for an item but it must be
commensurate with my lifestyle and values (Brands Vietnam 2018) The Coffee House wants to focus on the brand's core value which is delivering
happiness to people and customer values, hence, it is essential to encourage people by
Tension: Because I value personalization, if the brand cares about the
connecting, sharing, human touch & environment (The Coffee House brief). Millennials
customer experience, meets my needs, and respects my preferences,
are highly personalized and tend to be open to expressing their individual needs, and
which can help drive my loyalty and purchase decisions (Nichols 2018)
preferences (Liu et al. 2019). Although they emphasize personalization, most of the time
Gain: The best choice is not at the lowest price but getting the most they go to a cafe to connect with their friends and family (Kantar Worldpanel 2022).
benefit at an affordable price (Vietnam Insider 2019). I am looking for a This campaign emphasizes that The Coffee House's self-service is about respecting and
brand that allows me to adjust my own items/ products (Usps Delivers n.d) accepting customers' preferences and differences. Make them feel at home.

Campaign execution 1st Jan - 30th Jan 1st Feb - 30th Feb 1st Mar - 30th Mar

phase Awareness - self-service education - self-service's benefits conversion - leave positive review
Goal Increase customer awareness of The Coffee House's self-service as an Encourage consumers to come and experience self-service at The Coffee Increase customer traffic and engagement on social media to leave positive
enjoyable customer service House reviews

Message breakdown The Coffee House respects your taste and difference The Coffee House is a brand that cares about customers' home-like comfort The Coffee House self-service store brings an interesting and close experience
to customers

Key hook 5 short videos (series/ bumper ad)
5 videos about the different requirements and tastes of users at The
Coffee House. For example, one person drinks Latte but likes to add
sugar, another person likes to drink sweet tea, etc. However, The
Coffee House always respects the difference in customers' tastes,
because the brand understands that difference makes us have more
topics to share. When "difference is no longer distance", people will be
easier to connect with each other.
Installation of self-service counters:
To enhance the personalization and customer experience at the bar,
self-service pants including a variety of sugar, cream, straws and
spoons are equipped in the seating areas.
Facebook visual content:
To attract customers' attention on Facebook, a series of posts,
developed in the form of fun images "Bring your chattel to The Coffee
House", such as teddy bears, pillows, or even Pijama check-in at the
cafe to convey to customers the message “The Coffee House is as
comfortable as your home”
PROMOTION - ĐEM LY ĐẾN, "NHÀ" GIẢM 10%
Encourage customers to use their favorite home glass or thermos water
bottle when buying drinks at the counter with a 10% discount on each
order. Self-service offers them a wide range of choices from cups to
water tastes.
PHOTO CONTEST - TỰ DO NHƯ Ở NHÀ
Encourage customers to take pictures and share their comfortable, free
moments with their friends. Freedom to express your personality and
interests with the hashtag #tudonhuonha.

Rationale Recent research reveals that 80% of consumers are more likely to purchase
from a brand that offers personalized experiences (Quick n.d)
Millennials are more likely to watch short videos on Facebook than YouTube
(Taylor 2020)
Millennials love to socialize (Nguyen 2021).
They are more welcoming and receptive to new products and concepts
(Kantar Worldpanel 2018)
Millennials like interactive content and share it with people in the
community (Friedman 2016)
The millennial generation is more environmentally conscious if it is for a
good cause, such as environmental protection or charitable endeavours (Liu
et al. 2019)
They share and post pictures of themselves with friends, even images of their
pets – anything that showcases intimate moments in time (Friedman 2016)

Supporting tactics PR Bumper Blog Social Facebook always PR Skippable Blog Social Facebook always PR articles Social Outdoor Social ads Facebook always
articles Ads seeding on Content articles in-stream seeding on Content seeding Print ad on Content

Touchpoints Facebook post Facebook Watch Youtube/Facebook ads Facebook post Facebook watch Facebook ads Facebook post Facebook ads Online articles
Online articles Website In-store activities Online articles In-store activities Website In-store activities

2M 6K Reactions 3K 4K Positive comments on 8K Reactions 2K 500 people attending the 6K Reactions 2K

KPI
views on Youtube 2K Comments reaches a PR the Campaign post 4K Comments reaches a PR contest 2K Comments reaches a PR
2M 1K Shares Articles 2K Mentions of the brand 4K Shares Articles 2K Positive comments on 1K Shares Articles
views on Facebook Campaign post

Evaluation Fanpage Karma Youtube Studio Netlytic Fanpage Karma Nvivo Fanpage Karma Nvivo Facebook business manager
Facebook business manager Facebook business manager Similar Web

Budget plan 1,6 Billion VND 9 Million VND 8 Million VND

Appendix 1 budget

Media planning
Key visual
Appendix 2 refferences
Kantar Worldpanel (2018) Đi Vào Tâm Trí Millennials Việt Nam, Kantar Worldpanel website, accessed
11 November 2022. file:///Users/truongdan/Downloads/Kantar_Worldpanel_-
_Into_the_minds_of_Millennial_shoppers_-_VN.pdf
Vietnam Insider (2019) Inside younger minds, Vietnam Insider website, accessed 11 November 2022.
https://vietnaminsider.vn/inside-younger-minds/
Liu T, Zhu Y, Serapio G and Cavusgil S (2019) ‘The new generation of millennial entrepreneurs: A
review and call for research’, International Business Review, 28 (5).
https://doi.org/10.1016/j.ibusrev.2019.05.001
Kantar Worldpanel (2022) Dring Usage in Vietnam 2022, Kantar Worldpanel website, accessed 15
November 2022. file:///Users/truongdan/Downloads/221019_DUP_webinar_-_Presentation_slide_-
_Final_-_VIE.pdf

Thien K (n.d) Decoding The Habits of The Connected Vietnamese Consumer This Tết, Decisionlab
website, accessed 15 November 2022. https://www.decisionlab.co/blog/decoding-the-habits-of-the-
connected-vietnamese-consumer-this-tet
Quick T (n.d) ‘What is Personalized Marketing & How Can You Excel at It?’, Insta Page, accessed 11
November 2022. https://instapage.com/blog/personalized-marketing
Nguyen T (12 January 2021) ‘What Vietnam’s Millennials and Gen Z want from brands’, We Create
Content, accessed 14 November 2022. https://wecreatecontent.asia/content-marketing-blog-
asia/vietnam-millennials-gen-z
Friedman L (25 February 2016) ‘5 Ways Millennials Show Love On The Internet And Why Your Brand
Should Care’, Forbes, accessed 16 November 2022.
https://www.forbes.com/sites/laurenfriedman/2016/02/25/5-ways-millennials-show-love-on-the-internet-
and-why-your-brand-should-care/?
sh=3323018a5de7&fbclid=IwAR02MnbXcnxtHXK7EPKZzHyWvp9a37KboDcfOgxG6_bxBpTiY2rTUOrIK
RE
Taylor R (16 January 2020) ‘How Gen Z and Millennials Watch Video Content & What That Means for
Production Teams’, REV, accessed 16 November 2022.
https://www.rev.com/blog/caption-blog/how-gen-z-and-millennials-consume-video-content-what-that-
means-for-production-teams
Nichols R (8 January 2018) ‘Customization and Personalization: Two Sides of the Same (Millennial)
Coin’, Abtasty, accessed 11 November 2022. https://www.abtasty.com/blog/customization-and-
personalization-two-sides-of-the-same-millennial-coin/
Usps Delivers (n.d) Why Personalization May Help You Win with Millennials, Usps Delivers Website,
accessed 14 November 2022.
https://www.uspsdelivers.com/why-personalization-may-help-you-win-with-millennials/