I.

Product (what is the product strategy)

1. Value brought to customers by Kombucha Coffee
Health:
Boost energy
Improve mood
Losing weight
Better for health than regular Coffee
Naturally:
Manufactured from natural ingredients: pure roasted Arabica and Robusta Coffee sources to
ensure safety. The tea leaves farm are harvested in the garden and produced in a closed manner.
Kombucha Coffee products are a blend of novelty and familiarity in flavor.
Kombucha Coffee products are committed to not containing preservatives, chemical flavors
and artificial colors .
2. Personalize your Kombucha Coffee customers
Smell:
Type of coffee: Customers can choose their favorite type of coffee that suits their taste such as
Arabica, Robusta .
Type of tea: Customers can choose their favorite type of tea such as green tea, black tea, or
oolong tea .
Sweetness level and caffeine concentration:
Customers can choose the level of sweetness of their coffee kombucha
Customers can choose the caffeine concentration of their kombucha coffee:
Kombucha coffee is low in caffeine
Kombucha coffee averages caffeine
High-caffeine kombucha coffee
Survey section
Coffee kombucha bottle sizes: 250ml, 350ml, 500ml .
Different packaging types: glass bottles, aluminum cans .
Service:
Buy kombucha coffee online: through the store's own website and e-commerce platforms.
The store offers customization services exclusively for website buyers: such as printing names,
or messages, on coffee kombucha packaging as gifts to promote the brand.
3. Performance quality of Kombucha coffee:
Smell:
Guaranteed delicious and consistent flavor
Convenience:
Developing distribution channels: Expanding distribution channels for kombucha coffee.
Besides selling through online trading platforms, you can access convenience stores,
supermarkets, restaurants, and coffee shops .
Develop mobile applications in the future
Safe:
Apply safe production processes from raw material harvesting
Check product quality periodically
Environment:
Use product materials according to environmentally friendly standards
Support environmental protection activities
Price:
Provide attractive promotional affiliate programs periodically: Help customers save costs and
attract new customers to know the brand.
4. Durability of Kombucha Coffee products
Packaging Type:
Glass bottles: Highly durable, can be reused many times and has the best ability to preserve
coffee kombucha.
Aluminum cans: Highly durable, lightweight and convenient for using coffee kombucha.
Storage temperatures:
Kombucha coffee should be stored at cool temperatures, optimally between 4°C and 10°C.
Kombucha coffee should be stored in a dark place, away from direct light.
Always store coffee kombucha in the refrigerator after opening.
Expiry date:
Coffee kombucha has an average shelf life of 4 to 8 weeks.
5. Reliability of Kombucha Coffee products
Raw material quality:
Roasted coffee beans from high quality Arabica or Robusta coffee beans
Tea leaves are grown and harvested in lands famous for tea quality in the Thai Nguyen area,
ensuring cleanliness and no toxic chemicals.
Product quality control:
Use testing methods to determine important quality indicators such as acidity and caffeine
content.
Providing customers with prestigious quality certifications such as ISO 22000, HACCP, and
organic product certification.
6. Design and packaging of Kombucha coffee products:
Design goal: To attract and demonstrate the natural and healthful properties that kombucha
coffee brings. The product brings freshness, creativity and modernity
Design style: Use natural colors such as light blue, white and light brown . Use images and
motifs related to nature, such as coffee beans and tea leaves, to create a feeling of freshness and
vitality. (picture 2 products)
II. Location (what is the location strategy)
a) Key position
Regarding mass distribution strategy:
Businesses partner with supermarkets and health food stores: Kombucha coffee partners with
major supermarket chains and health food stores such as Whole Foods, Trader Joe's, or local
stores that specialize in the product. Organic products and health.
M expands into traditional retail channels: convenience stores, grocery stores and beverage
stores.
Regarding exclusive distribution strategy:
Kombucha Coffee signs an exclusive distribution contract with a leading nationwide health
food chain.
=> Create an exclusive product business environment for Kombucha coffee , helping the
product stand out compared to competitors in the same industry.
Regarding in-depth distribution strategy:
You can focus on reaching a specific customer base or a smaller market that has great growth
potential. Like markets in major metropolitan areas and food-savvy communities, where health
awareness and nutrition are high.
Regarding selective distribution strategy:
Instead of choosing wide distribution and expanding to many retail channels, Kombucha coffee
has cooperated exclusively with a number of special coffee shops.
Choose a reputable and stylish location .
=> Kombucha coffee can create a luxurious and special feeling for your product, making
customers feel special when enjoying it. Helps build close relationships with partners
b) Supply chain management :
First, businesses must talk about raw material supply management. Businesses must establish
partnerships with reliable suppliers to ensure stability in the supply of raw materials.
The business then manages the production process. The manufacturing process needs to be
carefully regulated and controlled to ensure that the final product is always of the best quality.
Next, businesses must talk about transportation and storage. Choosing the right shipping and
inventory management partners is critical in this process.
Finally, businesses need to talk about managing the distribution and sales process. The goal is
to ensure that the final product reaches the right customers and is displayed in an attractive
manner.
Online Retail Channel:
The business has expanded its consumption market and reached online customers through
popular online retail channels such as Shopee and Lazada, creating a new opportunity for the
business.
III. Price (what is the pricing strategy)
1. Set price
a) Analyze prices according to customer needs
 In terms of income
− Average income : they can pay for a drinking product which will be about 50,000 - 70,000
VND/product
− High income : The cost they can spend is less than 150,000 VND/product
 In terms of geographical location
Customers in cities about 60,000-90,000 VND/product. Meanwhile, customers in provincial
areas will often spend about 30,000 - 60,000 VND/product lower.
 In terms of customer psychology
− Brand: Customers may be willing to pay more for Kombucha that they consider to have
higher value, or a reputable brand of over 100,000 VND/product.
− The bargain feeling of customers when Kombucha is 59,000 VND/product and 60,000
VND/product makes customers feel more profitable when buying the product.
b) Competitors
Competitor: Star Kombucha; Ladybuddha Kombucha; Nanda Kombucha
The product price is relatively high compared to other soft drinks.
Star Kombucha: 30,000 VND/240ml can
Ladybuddha Kombucha: 54,000 - 85,000 VND/bottle
Nanda Kombucha: 45,000 - 90,000 VND/bottle
c) Estimated price
 Production cost
− Fixed costs:
Distribution channel: 150-300 million/month
Labor: 250-300 million/month
Marketing: 100-200 million/month
Equipment: 5 billion (depreciated over 5 years) ~100 million/month
− The variable costs:
Ingredients: Dak Lak coffee 100-120,000 VND/kg, Thai Nguyen tea 300-350,000 VND/kg,
scoby vinegar 25-30,000/kg
Packaging: 2-5,000 VND per bottle
 In the beginning: Apply market penetration pricing strategy: Discount price will be lower
than competitors: 26,000 ~ 29,000 VND/ 250ml
 Later time: Applying the cumulative production strategy, when work goes smoothly,
production costs and prices of bulk raw materials decrease
d) Select final selling price
Kombucha tea 240ml: 26,000 VND/can
Kombucha tea 450ml: 45,000 VND/bottle
Adjust individual caffeine concentrations by 10,000 VND/bottle
 Discount:
10% discount for students, seniors and seniors.
Discount programs according to festival seasons, Black Friday...
Loyalty program: Earn points to exchange for exfoliating scrubs made from coffee grounds
IV. Promotion (what is the promotion strategy)
1. Analyze the SWOT diagram to evaluate the strengths, weaknesses, opportunities and
threats of the Coffee kombucha product.
a) Strength:
Unique product : a unique combination of traditional Kombucha tea harvested from Thai
Nguyen and 100% closed-roasted coffee beans that maintain the same quality
Potential consumer community: Kombucha Coffee can attract consumers interested in health,
natural lifestyle and unique handmade products.
b) Weakness:
High price: 100% high quality tea leaves and coffee beans .
Brand awareness: is a new product on the Kombucha health product race. Therefore, brand
awareness is still low compared to competitors.
Competition: increasingly competitive with the appearance of many new brands with many
attractive flavors and functions.
c) Opportunity:
Market expansion: expand the market to new geographical areas and attract more potential
customers.
Cooperate with retailers to develop new products: Increase customer reception ability, bring
new products to market to meet diverse customer needs.
d) Challenge:
Customer retention: is a challenge due to high competition in the fierce beverage market. The
profound fluctuations of the market and the diverse needs of customers are increasing day by
day.
Changing consumer preferences: To avoid being eliminated in the market, you must
monitor and adapt to changes in consumer preferences.
2. Develop and manage advertising programs
a) Develop advertising campaigns
Create and evaluate messages
Kombucha Coffee is a typical product for Vietnamese culture, when there is a harmonious
combination of Coffee and Kombucha tea.
Message: "The priceless gift of health"
Develop and execute advertising creative
Create advertising content
Advertisement 1: Enjoy refreshing energy and unleash your creativity with Coffee Kombucha!
Image: The product is placed next to coffee beans, tea leaves and ice cubes to create a
refreshing feeling. The scene of an energetic morning with bright sunlight evokes a feeling of
full vitality, suitable for unleashing creativity in an energetic morning.
Content: Each cup of Kombucha Coffee contains about 30-60mg of caffeine, equivalent to a
small cup of coffee. This amount of caffeine is just enough to keep you alert and focused
without causing negative side effects like insomnia, headaches, or heart palpitations. The
product is suitable for use before exercise or whenever you need high concentration.
Product personalization function according to customers' wishes when purchasing through
Kombucha Coffee's online commerce site. Allow customers to create their own Kombucha
Coffee drinks that suit their own preferences to enhance customer engagement.
Slogan: Buy Kombucha Coffee now to enjoy refreshing energy and unleash your creativity!
3. Choose from a large variety of media
Online media channels:
Website: introduces products, shares information about health benefits, uses, how to use and
where to buy.
Social networks: use Facebook, Instagram, TikTok, Shopee,... platforms to build brands,
connect with customers, share attractive content and advertise products to potential customers.
Email marketing is a means of communication . Send promotional emails to potential
customers, increasing loyalty with current customers.
Ads: Place ads on websites and apps related to health, healthy living, food and drinks.
Affiliate marketing: Collaborate with reputable bloggers and influencers in the fields of health
and cuisine
Direct communication channel:
Participate in fairs and exhibitions: Actively participate in fairs and exhibitions about food,
beverages, and health to introduce products and reach potential customers.
Linking with stores: Cooperating with functional food stores, convenience stores, large
supermarkets, coffee shops .
4. Sales promotion plan
a) Promotional goals
Increase brand awareness:
Increase the rate of consumers knowing about Kombucha Coffee products by about 10 - 30%
within 5 - 6 months.
Increase website traffic by 10 - 20% within 5 - 6 months.
Increase the number of email responses from customers by 15 - 10% within 5 - 6 months.
Attract potential customers:
Increase the number of potential customers participating in email responses by 10 - 15% within
5 - 6 months.
Increase the number of potential customers participating in product promotion events from
social networks or influential celebrities by 10 - 15% within 5 - 6 months.
Recommended purchase:
Increase conversion rate from leads to customers by 5% within 6 months.
Increase the number of repeat purchase customers by 6% within 5-6 months.
Increase sale revenue:
Increase sales of Kombucha Coffee products by 15% within 6 months.
Increase business profits from selling Kombucha Coffee products by 10% within 6 months.
b) Promotional tools for consumers (making tables)

FREE TRIAL PROMOTION

TIME 7 to 14 days when there is a big festival.

Introduce products to customers and instruct customers to follow

METHOD
emails or websites to register for promotions.

BENEFITS FOR You can try the product for free and deliver it directly to
CUSTOMERS customers.

EXPENSE The budget for the promotion campaign is 30 million VND.

DISCOUNT PROMOTION

TIME 7 days with fixed time of day.

 Run ads on Tiktok, Shoppe and social networking sites with
METHOD
discount code "KOMBUCHA10" for all products.

BENEFITS FOR
Receive a 10% discount on purchases and applies to all products.
CUSTOMERS

EXPENSE The budget for the promotion campaign is 30 million VND.

PROMOTION BUY 1 GET 1 FREE

TIME Takes place in 14 days.

Deploying the campaign "Buy 1 bottle of Kombucha Coffee, get 1

METHOD
free recycled product" posted on the website

BENEFITS FOR Receive any 1 product (coffee grounds soap, deodorant sachet,
CUSTOMERS etc.) when purchasing 1 coffee kombucha product.

EXPENSE The budget for the promotion campaign is 15 million VND

ACCEPT POINTS AND PROMOTIONS FOR LOYAL CUSTOMERS

TIME Start from when the customer buys the first product

Scan the QR code to read the product story and receive points at
METHOD random levels of 1 - 3. 1-50 become Silver members, 55 - 100
become Gold members.
There are incentives for new customers when they accumulate 50
BENEFITS FOR
points.
CUSTOMERS
10% discount on orders after accumulating 100 points

EXPENSE The budget for this campaign is 15 million VND.

c) Evaluate the sales promotion program of Kombucha Coffee product

Track the effectiveness of advertising campaigns : using Google Analytics, Facebook Pixel,
Shopee Analytics,...
5. Events and experiences
a) Event goal:
Customers can gain access to the new Coffee Kombucha product by organizing a large event at
a specific location under the guidance of an influencer in the green living community to target
customers. Consumers are interested in products and curious about new things .
Increase brand awareness: Introduce Kombucha Coffee products to potential customers who
love Kombucha drinks and are deeply aware of health issues.
Increase social media engagement: Create a social media community group for Kombucha
Coffee lovers to encourage them to share their experiences using the product and interact with
each other on related issues. the use of Kombucha products.
b) Experiential activities
Content creation contest on social networks:
Topic: "The moment to enjoy your Kombucha Coffee".
Form: Customers can participate in the contest by posting articles, images, or videos on social
networks with the contest hashtag.
Prize: A trip to experience the harvesting process of Dak Lak Coffee and Thai Nguyen tea for
free for 3 days and 2 nights. Not only does it help customers understand more about the process
of producing, harvesting, and producing Kombucha Coffee, but it also promotes the beauty of
the land of Dak Lak and Thai Nguyen.
"Refer a friend" program:
How it works: Existing customers can refer friends to buy Kombucha Coffee products and
receive a discount code or gift for both.
Communication channels: The program can be promoted on websites (SEO), social networks
(TikTok, Shopee, Facebook,...), and email marketing (product change ideas).
V. People
1. Process of selecting human resources for the company:
Post or search websites like Vietnamwork, or go to job fairs, etc. if needed Candidates with
educational qualifications and knowledge in this field of beverage development .
2. Human resource training process for the company:
Understand the knowledge about Kombucha, Coffee and other raw materials, including the
production process, its health benefits, etc.
Thorough training on sales skills and customer care.
Additional training in necessary skills at work
3. Establishing teams for the company:
Management Group
Recruitment group
Marketing team
Sales team:
Customer care team:
4. Build interaction with customers:
Before purchasing:
Marketing team members will build strategies to introduce products to customers such as:
Creating websites, sales channels on e-commerce platforms, social networking sites such as
Facebook, TikTok, Instagram, creating forums ,..
In purchasing:
Recruiting PGs to open counters at product displays => introduce products and receive
feedback.
There is a customer care center: when customers need support, the problem will be resolved as
quickly as possible.
After purchase:
Build a customer care center team through SMS and Email to send purchase invoices, send
gratitude when using products, and notify customers about promotions and new products =>
help keep long term relationship between seller and buyer.
5. Target customer psychology:
Psychology of customers' sense of self-care: When they hear or watch about a person
suffering from a disease from using toxic drinks, they will be worried and interested in healthy
drinks like Kombucha.
Benefit psychology: when buying a certain product, they often consider the price and benefits
that the product brings.
Psychology of emotions: emotions are a key factor leading to customers' purchasing decisions
.
Psychological influence: seeing others buy and use, hearing good reviews affects thinking and
it affects behavior leading to customers also wanting to get this product.
VI. Process
1. Market research:
a) Market analysis:
Target market: Age: 18 - 55 years old; Gender: Male and female; Income: Medium and high;
Occupation: Office, business, freelance; Hobbies: Cares about health, likes to test new
products, is highly conscious of environmental protection.
Competitor: Star Kombucha; Ladybuddha Kombucha; Nanda Kombucha
Market trends: Expected to reach USD 13.41 billion by 2029 growing at a compound annual
growth rate (CAGR) of 25% during the forecast period (Exactitude consulting 2023);
Consumer demand for healthy foods and beverages is increasing; The trend of food
consumption is convenience.
Customer needs: Customers want to experience many different flavors of coffee kombucha;
Customers expect kombucha coffee to provide many health benefits; Customers want
kombucha coffee to be widely available and easy to shop for; Customers want product
personalization.
b) Price analysis:
Determine the appropriate price for the product based on production costs, competitors' prices
and customers' ability to pay.
c) Distribution channel analysis:
Direct sales channel: Supermarket; Grocery store; Market; Participate in fairs and exhibitions
Online sales channel: E-commerce website; Food ordering applications
d) People analysis:
Sales skills: Effective communication skills with customers; Handling customer complaints
and complaints
Product knowledge: Expertise in Kombucha Coffee products; Kombucha market and
competitors; Update new trends in Kombucha products
Service: Resolve customer complaints quickly; Maintain customer satisfaction;
e) Advertising analysis :
Online marketing channels: Social networks; Affiliate Marketing; Email marketing; Email
marketing
Direct marketing channel: Cooperation with functional food stores and convenience stores;
Organize degustation sessions; Participate in fairs and exhibitions
f) Process analysis:
Sales process: Reach the right target customers; Attract customers to know the product and
love it; Customers are ready to close orders for Kombucha products; Customer care after
selling products
Customer service process: Receive customer requests; Resolve customer requests; Evaluate
customer satisfaction level after resolving the request
Order and payment process:
Customers visit our website or mobile app to select a Kombucha product and add it to their
cart.
After completing the selection, the customer fills in personal information and delivery address.
Customers choose the payment method, including paying online via secure payment gateways
or paying directly with the delivery person.
The system confirms the order and notifies the customer of successful payment.
Delivery and installation process:
The shipping team arranges and packages Kombucha products according to orders.
Products are delivered to the address provided by the customer within an estimated time of 1-5
days or just a few hours based on geographical distance near or far.
The delivery team will provide detailed information and product conditions upon delivery.
In case installation is necessary, instructions will be provided or a team of technicians will be
dispatched to assist.
Warranty and maintenance process:
Kombucha products are warranted according to the terms and conditions specified in the sales
contract.
Customers can contact customer service directly or fill out the online form to request warranty
or maintenance.
Our team of technicians will perform product inspections and changes if necessary, complying
with quality standards.
Customer care process:
Customer care is available to assist via phone, email or online chat.
Questions and feedback from customers are acknowledged and resolved quickly and
professionally.
Customers are provided with detailed product information, policies and support services to
ensure a smooth and satisfying purchasing experience.
Response time:
When a customer sends a request or feedback about a product, the customer service department
will receive this information immediately. Response time is defined as within 24 business
hours from receipt of the request .
Refund procedure:
First, customers will need to contact customer service directly .
Once the request is received, the department will provide instructions on how to return the
product and information about processing times. This process will take 5 to 10 business days to
process and refund customers.
Customer service :
The customer service department provides phone and email support Monday through Friday,
from 9am to 5pm (local time), to ensure convenience for customers with questions. have or
have problems with the product.
2. Process of packaging stages, packaging labels, and product warranty assurance
a) Pack:
Packed in reusable glass bottles or recyclable PET bottles to ensure health safety and
environmental protection.
Each bottle is packaged discreetly and securely .
b) Packaging label:
T design with attractive colors and images to attract customers' attention.
Labels provide essential information such as product name, brand, ingredients, instructions for
use, health benefits and ingredient origin.
All information on the label complies with food safety and consumer information regulations.
c) Quality:
Manufactured under strict quality control processes to ensure it meets food safety standards.
Periodic quality testing of both products and manufacturing processes ensures that every batch
is of the highest quality.
Products are stored and transported in ideal conditions to keep quality intact.
d) Guarantee:
Provide flexible and easy-to-understand warranty policies for customers.
The warranty process is designed to ensure that all customer requests are handled quickly and
efficiently .
VII.P hysical evidence Huyen
1. Bottle design and label:
Transparent glass bottle to highlight the natural color of kombucha.
Branding is eye-catching, attracts attention and conveys the brand message
Images and symbols related to health and nature
Provide clear information about ingredients, flavors and benefits on the label.
2. Shelf arrangement:
Place it in a visible location at the payment counter
Use shelves that are beautifully designed and consistent with the kombucha brand.
Display eye-catching signs and billboards
3. Product display:
Create attractive displays, using fresh coffee beans as decoration
Offering free samples to experience the taste
Partner with restaurants and Coffee shops to serve kombucha.
4. Product quality:
Provide documents to verify and publicize the origin of raw materials
Guaranteed production with high quality raw materials and safe processes.
Keep at the right temperature to ensure flavor and quality
Provide information on shelf life and storage instructions on the packaging
5. Customer experience:
Provide services to answer all customer questions
Collect customer feedback to improve products and services.
Use social media to connect with customers and build a kombucha community.