ASSIGNMENT COVER SHEET

STUDENT DETAILS
Student ID
Student name: Huỳnh Nguyễn Nam Phương number: 23005913

UNIT AND TUTORIAL DETAILS

Unit name: Principles of Marketing Unit number: MAR 101

Tutorial/Lecture: Ms. Nguyen Thu Huong Class day and time: Wednesday, 15:30 pm
Lecturer or Tutor name: Mr. Ngo Viet Liem

ASSIGNMENT DETAILS

Title: Written report

Length: 327 words Due date: 31/10/2023 Date submitted: 29/10/2023

DECLARATION

✓ I hold a copy of this assignment if the original is lost or damaged.

✓ I hereby certify that no part of this assignment or product has been copied from any other
student’s work or from any other source except where due acknowledgement is made in the
assignment.
✓ I hereby certify that no part of this assignment or product has been submitted by me in
another (previous or current) assessment, except where appropriately referenced, and with
prior permission from the Lecturer / Tutor / Unit Coordinator for this unit.
✓ No part of the assignment/product has been written/ produced for me by any other person
except where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator
concerned.
✓ I am aware that this work may be reproduced and submitted to plagiarism detection software
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database for future plagiarism checking).

Student’s signature: Huỳnh Nguyễn Nam Phương

Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has
not been signed.
One of Phuc Long’s most well-known product is its lotus tea. In this essay, I will analyze
the target customers and write a positioning statement for this product.

Demographic

Phuc Long lotus tea focuses on satisfying female within the age range from 18 to 25 years
old, which means they are either university freshmen or post graduate students. They
have moderate financial freedom with an income around 4-6 million VND per month.

Geographic

Phuc Long’s geographic segment are cities as the population there are young and more
familiar with their product. (Eldridge, A. 2022, September 20)

Psychographic

These consumers live a busy life as they believe it is important for them to enjoy their
youth and live their life to the fullest before middle age comes. To fit this lifestyle, they
would need to be extroverted and free spirit, which means they like social activities such
as hanging out with friends. Additionally, a number of these consumers are mindful of
their fitness level due to their gender and age range leading to them to choose tea as it
is a sweet drink with health benefits.

Behavorial

Aside from national holidays, lotus tea is also consumed on weekends, when they are
likely to hang out and catch up with close friends. However, as Phuc Long offer a variety
of choices, it is likely that consumers would select a different drink from time to time. The
loyalty rates for this product is relatively low as the beverage market is a competitive one.

Positioning statement

“For young ladies who leads an energetic and eventful life, Phuc Long offers you a chance
for you to wind back and catch up with your friends with a cup of our signature lotus tea.
Our lotus tea promise to deliver you a relaxing time with the sweet taste of youth while
keep your body fit. This is thanks to the health benefits from our ingredients produced by
one of the most famous tea farms in Bao Loc and Thai Nguyen.”
 References

Competition In Vietnam’s Coffee Market is Hotter Than Ever. (2015, January 13).
Vietnam Foodexpo. https://foodexpo.vn/en/Competition-In-Vietnams-Coffee-
Market-is-Hotter-Than-Ever.html
Dũng, A. (2022, July 1). Mức lương sinh viên mới ra trường và cách deal lương hiệu
quả. Cẩm Nang Kiến Thức về Tuyển Dụng, Tìm Việc Làm Mới Nhất 2022.
https://news.timviec.com.vn/muc-luong-sinh-vien-moi-ra-truong-81980.html
Eldridge, A. (2022, September 20). Generation Z | Definition, Characteristics, Trends, &
Birth Years | Britannica. Www.britannica.com.
https://www.britannica.com/topic/Generation-Z
Leadgle. (2022, November 15). Những món đồ uống best seller Phúc Long nhất định
không được bỏ qua. Phần Mềm Quản Lý Nhà Hàng, Quán Cafe, Quán Ăn
CUKCUK.VN. https://www.cukcuk.vn/19557/do-uong-best-seller-phuc-long/
Marketingai.vn. (n.d.). Chiến lược Marketing của Phúc Long Coffee - Phúc Long trở
thành Big 3 Coffee. Marketingai.vn. Retrieved October 19, 2023, from
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PHAN TICH Chien LUOC Marketing CỦA PHUC LONG - marketing management - Đại
học Tài chính. (n.d.). StuDocu. https://www.studocu.com/vn/document/truong-
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