i

Presentation
by Group 3
Phan Minh Thang
Pham Quang Manh
Do Dieu Linh
Bui Minh Hong
Ngo Duc Minh
 TABLE OF CONTENT
I. Service Organization’s Situation Analysis
●Business/company Context
●SWOT Analysis
●Competitor Analysis
●PESTLE analysis
II. Consumer Research
●Primary Research of the consumer and customer profile
●Key Insights
●Challenges and problems that the service provider is facing
III. Analysis and Evaluation of Current 7Ps Marketing Strategy
●Product strategy
●Pricing strategy
●Placement strategy
●Promotion strategy
●Physical evidence strategy
●Process
●People
 Service organization’s introduction

● Dookki is a chain of Korean Topokki buffet hotpot restaurants, established in 2014

and officially present in Vietnam market in November 2018
● To date this restaurant chain has reached 70 stores in Vietnam with many unique
and special points
● In Vietnam, Dookki offers a variety of hotpot options with a range of broth bases
 A Business/company Context

B SWOT Analysis

I. Service Organization’s
Situation Analysis
C Competitor Analysis

D PESTEL Analysis
 Dookki mission:
● Bringing Dookki brand closer to
A. Business/Company consumers, creating interest, attitude
preferences, product impressions, and
Context increased brand awareness
● Increase orifuts, sales,...etc
 B. SWOT Analysis
Strengths Weaknesses Opportunities Threats

● Pioneer advantage ● Restaurant space is ● Expansion ● Trends in healthy

● Effective limited especially at opportunities food consumption
management peak point ● Diversification ● Intense competition
● Always ● Limited menu ● Online presence ● Changing
concentrating on options consumers
the demand of the ● Dependence on preferences
target customer: trendiness ● Economic instability
+ Affordable price ● Potential culture
+ Various of dishes barriers
+ Common locations
+ Comfortable space,
always clean
● Overseas expansion
● Strong brand
recognition
 C. Competitor Analysis
Indirect Competitors
Haidilao is a Chinese-based hotpot restaurant chain that has established a strong
Haidilao presence in Vietnam. They are known for their high-quality ingredients, excellent
customer service, and interactive dining experience

Gogi House is a Korean-based hotpot restaurant chain that offers a

Gogi House variety of Korean cuisine, including hotpot. They are known for their
affordable pricing and wide selection of ingredients

Sumo BBQ is a Vietnamese-based hotpot and barbecue restaurant chain. They

Sumo BBQ offer a variety of hotpot options, including Vietnamese-style hotpot, as well as
Korean and Japanese-style hot pot
 Direct Competitors
Manyo Tteokbokki KTOP - Korean hotpot

Geographical location 3 Hanoi branch 2 Hanoi branch

● Floor 5 Hanoi Centerpoint, 27 Le Van Luong ● Aeon Mall Ha Dong
str ● Big C Thang Long
● Big C Thang Long
● Le Quang Dao str

Price 139.000 VND / Serving (not include VAT) 189.000 - 269.000 - 319.000 VND / Serving ( not include
VAT)

Product Tokbokki Hotpot Tokbokki Hotpot

Diversity topping can be ordered Diversity topping can be ordered

Service ●Not limited eating time ●Not limited eating time

●Has table reservation service ●Has table reservation service

Pros ●Large restaurant space ●Large restaurant space

●Good investmen in decoration
●Diversity in tokbokki, meats and seafoods
●Brands from large corporations. abundant resources

Cons ●Dipping ingredients have less variety to select ●Higher price

●Tokbokki buffet brand arrives later ●Geographical location far from the center
●Have less investment in marketing
●Staff lack of training, unprofessional
 D. PESTEL Analysis
● Political: Typically, business in the culinary industry must comply with the law on hygiene and
safety whole food.
● Econimic: the Vietnamese economy is expected to recover strongly in 2022, with a GDP
growth rate of 6.7% and around 7% in 2023.
● Social: Besides traditional dishes such as rice, porridge, pho, etc., hotpot has long been A
familiar dish of Vietnamese people.
● Technology: The speed of development and technological innovation in the culinary industry
today is getting faster than ever. Particularly in hotpot service, the constant change in
hotpots, hotpot stoves, and kitchen utensils… have created differences in various stores.
● Environment: Vietnam is grappling with environmental challenges such as air pollution and
waste management. Which may impact the restaurant industry.
● Legal: Vietnam has a complex regulatory environment, particularly in terms of labor laws
and food safety regulations.
II. CONSUMER
RESEARCH
 A. Primary Research

● Primary research: Conducted a survey through the

form with 70 people, in the age group of 18-24, who
have experienced Dookki's service, and noticed
some comments with the user files that have been
experienced as follows:
 A. Primary Research
● Employee factor:

- 67.1% of subjects participating in the survey form are

interested in the enthusiasm and friendliness of the
staff.

- There is also a similar prominence between service

knowledge as well as food knowledge (about 57.1%).

- Along with that, the respondents to the above

- survey felt that the staff handled the situation

relatively well when the level of
 A. Primary Research

● Elements of menu, and food:

- The data shown in the customer's perception shows

that dookki's menu is quite diverse, but they also
point out that the menu lacks creativity.

- This can also be explained when from the end of

2022, Dokki has not had too many innovations in the
menu, Plus, due to the specialty of the buffet
industry, although the product is diverse, it will limit
the change. in the menu.
 A. Primary Research

● Elements of promotions:
- Using and focusing on the low price strategy,
Dookki's promotions focus on reducing prices (eg:
139k - 103k, or go 3 to pay 2,...)

- However, the survey subjects feel that the diversity

of Dookki's promotions is not too diverse. This is also
understandable because Dookki does not deploy
too many promotional programs in addition to the
above-mentioned promotions.
 B. Challenges and problems that
Dookki is facing

The unstable quality The fast-food products

Due to operating under both the Greasy and can be quite heavy, leading
restaurant chain model and brand to customers feeling quickly satiated,
franchise model → the risk of instability in highlighting a weakness in the product.
quality

The emergence of competitors:

Replicating the same business model,
such as Manyo or other similar
buffet-style services…
 III. Analysis and Evaluation of Current 7Ps
Marketing Strategy

Product Pricing Placement

Physical evidence
Promotion People
strategy Process
 PRODUCT STRATEGY
Service Dokki Restaurant
F&B: Food and
Core Product
Beverage Hotpot buffet topokki
- Branches
- Address
- Opening hours
Information
- Food menu
- Promotion
Facilitating - Discount
Service
Order-taking - Do not accept reservations
Billing - Invoice includes service time, number of tables, VAT
- Payment method: cash, swipe card (Visa, bank), transfer (bank, Zalopay, VNPay, Momo)
- Discount on each occasion of dokki
Payment - Discount for customers with membership card
- Consulting service use
- Food/drink consultation
Consultation - Consult the price of options in menu
- Friendly service attitude
- Lead guests to the appropriate table
Enhancing - Special services for people with disabilities
Service - Special price for children <1m2
Hospitality - Children's chair
Safe-keeping - Maintain guest's personal belongings when required
- Resolve complaints
- Resolve service error
Exception - Receive compliments and rewards
 Pricing strategy

What is the basis for pricing? How will product be sold?

Implements various other
Production costs, competition, promotional programs to sell more
customer values,... products

Where will the product be sold? When will the product be sold?

The price of Dookki is set Timing of these promotional

consistently and evenly for almost programs on weekdays and at
all stores nationwide locations that…
 Pricing Strategy

Positioning map for direct competitor

 PLACEMENT STRATEGY
- Dookki has reached 30 restaurants across the
country.
- All dokki branches in Hanoi are concentrated
in famous commercial centres such as
Vincom, Aeon Mall,...
- Knows how to take advantage of the position
conveniently located in the heart of the city.
Vincom Pham Ngoc Thach, Vincom Nguyen
Chi Thanh, Vincom Ba Trieu are the three most
famous commercial centres in Hanoi, which
attract a large number of young people.
- Continuously increased its market share by
opening more locations
 Promotion Strategy
Dookki utilizes several In addition, Dookki also
paid advertising has some sponsorship
channels such as programs with other
Facebook and YouTube brands.

Advertising Sales Sponsorship Coverage

Promotion media

Sales promotion is
also a channel that The collaboration
Dookki uses, but it is campaign with MC Tran
not often used.. Thanh as the brand
ambassador
 Physical evidence Strategy

MARS VENUS
Employee uniforms
Store design and layout
Color scheme, open kitchen concept, Color scheme, typography,
table layout.. iconography

JUPITER SATURN
Brand value Dookki signage
Authenticity, interactivity…
Process
 People
Hiring & Training Employee engagement
Employees who have the Provide excellent customer service,
necessary skills, experience, and go above and beyond for
values customers

Food training Brand ambassadors

Knowledgeable about the menu, Promoting the brand's values and
including the ingredients, mission
preparation methods
 IV. Recommendations and Conclusion

A. Recommendations

Campaign 1: "Ket" cong thuc la, "hop"

niem vui moi

Explanation: Customers' Insight: Success formula Treatment: Delivers an

self-created = good food + fun = "Eat experience that stimulates
Experience" the user's surprise and joy in
combinations with
combination with food. "
ingredients..
 Tổng quan quá trình diễn ra chiến dịch
Trigger Social media Trigger post about the upcoming program in Hanoi and Ho Chi Minh
Social media New interesting combination recipe introduction post
Engage Create buzz about food fusion stories with food reviewers and social media user accounts (food
Buzz media
communities).

"The contest for the most popular recipe (runs for 10 days)
Step 1: Take a nice photo/record a video introducing your recipe and combination. Posting on
Facebook/Instagram or Tiktok platforms
(With hashtags with the topic Improvised Recipes:
#dookkiNew
#dookkiMenu
#dookki+base name

1 Contest with a total value of 20,000,000 (18,000,000 cash, 2,000,000voucher) for the most voted recipes
(10,000,000), third prize (5,000,000), 3rd prize(3,000. 000)
Social media + And the most voted recipe will be suggested to the Dookki menu within 1 month.
Amplify Directly at HN and
HCM distribution
Rules:
A contest entry includes the following information/elements:
Detailed recipe (Necessary ingredients, quantity, *there will be several scales for customers to measure the
ratio by themselves)
Personal feelings/thoughts through articles/videos
There are 3 required hashtags as above.

Close the voting portal after 1 week. Statistics and select 3 people respectively is the most favorite formula,
second prize and third prize, respectively.
 CAMPAIGN 2

Marketing Insight
Treatment
Increase Profit in Communication Success formula = good
big holidays food + fun = "Eat Delivers an experience that
Increase Brand Experience" (refer to stimulates the user's surprise
Consideration with Vietnam's FMCG Insight and joy paired with food and
young customers Handbook 2020). seasonal produce:
(16-22) in big holidays Especially on special - Valentine: Gifts while waiting
(Valentine, Christmax,...) occasions. (Choco contains a message
and increase brand love of love)
- Christmas: A gift in the
meantime (Gingerbread with
a Christmas message)
 Tổng quan quá trình diễn ra chiến dịch
Social
Engage Post about new Valentine and Christmas specials in Hanoi/Ho Chi Minh areas.
media

"Promotion campaign for every 2 people accompanying will get 1 product as follows:
Additional product details in this campaign:
+ For valentines:
Heart-shaped choco contains a love message in the middle, when customers wait in line,
the staff will actively suggest the tringf program, and give customers to choose 1 of the
Trực
heart-shaped choco pieces for everyone to enjoy. also took pictures, and let's reveal that
tiếp tại
there will be a meaningful message card about love: (temporarily can't think of it)
Amplify cơ sở
HN và
*2-sided message card
HCM
Front: message
Back side: "Don't leave the choco out or else the message will "disappear""
+ For Christmas
Christmas gingerbread: similar to the one above.
"
Thank you…