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C
UNIVERSITY OF ECONOMICS AND FINACE
HCMC

INTERNATIONAL
MARKETING
LECTURER: DINH TIEN MINH

CLASS: B02E
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GROUP: 2
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MEMBERS OF GROUP 2

Quang Tiến Trường Vĩ Gia Bảo

Nhật Vy Thiên Thanh Mỹ Phượng Tú Trang

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 Vietnamese coffee in Japan
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 DISTRIBUTION
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 DISTRIBUTION IN JAPAN
Vietnamese
Coffee

Customers want to
Retailers Modernity Warehouse
buy retailers

Coffee shops Retail channel E-commerce

Tokyo 7-Eleven
Kyoto Amazon
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Customers Customers Customers

Customers
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RETAILERS
- In Japan, coffee is very popular in vending
machines. There are more than 5 million vending
machines selling canned coffee products.

- Popular retail stores such as supermarkets, grocery

stores, and convenience stores all have coffee
products.

- In 1985, there were about 170,000 coffee houses, or

kissaten, in Japan (Karasawa 1988). In 1988, more
than 50,000 coffee houses were reported in Tokyo
alone, more than in any other city in the world.

- Today's coffee has a very high turnover, and life in

Japan very quickly requires convenience. So retail
stores also have to be as convenient as possible.
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 Import/Export Agents
Information about Vietnam exporting coffee to Japan.

2005: 25.939(1000USD)

2006: 44.923(1000USD)

Increase and decrease in the year 06/05: 73,19.

Proportion in total export turnover of the country: 3,69.

In 2020, Japan ranked 6th in the import market of Vietnamese coffee with revenue of
more than 100 million USD.

The export price of Vietnamese coffee in Japan ranks fourth.

Through this data, it shows that the import and export of coffee products through
Japan is on the rise and increasing.
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 MODERNITY
Vietnamese coffee has been distributed to convenience
stores such as 7-Eleven. Besides, Vietnamese coffee
also appears at vending machines,...

The coffee products sold here are canned coffee such

as Nestle coffee, Trung Nguyen coffee.
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 MODERNITY
Shopping mall

Vietnamese coffee can cooperate to sell its

coffee and other products at trade centers
Convenience stores
such as AEON, Lotte Mall…

In addition to Lawson, 7eleven “Vietnamese coffee”

Mart should be sold at other convenience stores such as

Vietnamese coffee products can be sold more at Family Mart, Ministop…

major Japanese supermarkets such as E-Mart,

Lotte Mart, AEON, IKEA Japan all can open stalls
at these big supermarkets. Canned products should
be sold more at these big supermarkets to easily
attract and reach more customers.
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 Warehouse
- With the current Covid situation, it greatly affects the consumption behavior of
customers. People are less likely to gather to shop, but instead are turning to
online shopping activities. Leads to the development of warehouses increasing
rapidly because of the increased demand for storage. This requires the
warehouse to hold 2 3 times more goods than usual.

- Warehouse in Japan: Tomakomai Branch, Hachinohe Sub Branch, Niigata

Branch, Kanto area,..
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E-COMMERCE
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― Irene M. Pepperberg
 Amazon is typically where most
international sellers begin their
journey into Japan. As well as
offering a familiar interface, its
handling of certain customer-
focused activities on your behalf can
save you huge amounts of time
when getting set up initially. Oh,
and it’s also the most popular
platform in the country.
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 Rakuten is Japan’s homegrown
ecommerce giant. It is the second biggest
platform in Japan with around 49,000
shops and a quarter of Japan’s total
ecommerce market share. This might be
enough to tempt you, but as the platform
requires heavier investment of time and
effort to set up and optimize your
storefront for the Japanese market, many
foreign merchants are reluctant to start
selling here.
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 ● Yahoo! Shopping is the third
biggest ecommerce platform in
Japan, estimated to attract
around 28 million monthly
visitors. It sells anything from
electronics to toiletries from
thousands of merchants,
domestically and across borders.
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● Au Pay, formerly Wowma, is extremely
popular in Japan today. Founded by the
mobile phone company KDDI, it
benefits from its mother company’s large
share of mobile users in Japan, with the
au brand having over 38 million
registered customers, over 14 million
subscribers to its ‘smart pass’ app, and
over 2500 physical stores
 Customer
service level
desired
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 People & Physical Evidence and Promotion
- Customer service level desired People & Physical Evidence and
Promotion It uses demographic, geographic & behavioural
segmentation strategies to cater to the changing needs of the most
competitive industry. Differentiated targeting strategy is what helping
the company in targeting the homogeneous set of customers (i.e.
customers with similar needs) with their bundle of products.

- Nestlé offers a program that mothers can register for when they fall
pregnant, called Baby & Me. The program will provide them with
coupons and free samples of some of your favorite Nestlé products,
including cereals, baby formulas, and more

- The brief for the Nescafé PLAN account was simple: create an ad
campaign that would promote Nescafé's continuing efforts to help local
farmers increase their yield and income from coffee farming
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 Product
● NESCAFÉ® ALEGRIA® 3-in-1. Instant 3-
in-1 coffee mix. Mix of NESCAFÉ®,
COFFEE-MATE® and sugar. ...

● NESCAFÉ® ALEGRIA® Caramel

Macchiato. Instant Caramel Macchiato
mix. ...

● NESCAFÉ® ALEGRIA® Cappuccino Mix.

Instant Cappuccino coffee mix. ...
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● NESCAFÉ® ALEGRIA® Premium Roast.

Premium Roast Coffee.
 Place
A view of the NESCAFE coffee-shop in
Harajuku area on July 11, 2015, Tokyo, Japan.
Six robots are programmed to interact with
people while introducing the Nescafe products
during a special event ''The world? Future cafe
by NESCAFE with Pepper'' on Saturday July
11th. The store will continue to employ two
robots as regular staff to introduce the shop's
products and services.
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 Price
Jars of Nescafé are widely available but at
700 yen for a 90g jar, they're a big step up
in price. A box of 10 instant coffee/latte
'sticks' are available for 150 - 200 yen. For
those with a coffee maker, packets of blend
coffee grains go from around 400
yen/300g.
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 Thank you for
listening and watching
Do you have any questions?
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