Marketing Plan - Part A Drop Box

Prepared by Kim Nguyen

A. General Information
Cafe Heimise is a small coffee shop located in the heart of Ho Chi Minh City, Vietnam. The
exciting thing is that the owners are Korean and they also play as baristas. This aesthetic coffee
shop is becoming one of most favorite coffee shop in youngsters who have interested in art as well
as Korean and Japanese tourist because of its delicious beverages and cakes, unique vibe as well
as exquisite decoration. Their menu might not come with a variety of choices, but drinks and cakes
are made with love and dedication from Korean owners. Cafe Heimise is aimed to be a go-to place
for people who are keen on artistic things, love to come and connect with other like-minded
individuals or those who just want to enjoy peace and calm atmosphere while enjoying a cup of
coffee.
B. Question/Issue I would like to address
Help the owners on marketing by devising branding identity, promotion planner and advertisment
since the owners act like managers cum baristars, they don’t have enough time to spend time on
planning marketing tactics, strategies such as promoting the coffee shop to gain brand awareness
and drive more foot traffic.
C. Macro-environmental Factors
1. Demographic
a. Population

According to worldpopulationreview, Vietnam population is projected to reach approximately 97

million in 2019. This figure also represents that Vietnam is supposed to be the 15th most densely
populated county over the world.

The percentage of Viet Vietnam is divided into 58 provinces and 5

Nam Rural and Urban municipalities. Two biggest cities in Vietnam are Ho Chi
Population in 2018 Minh City where population registers at nearly 3.4
million and the next largest – Hanoi stand at over 1.4
million. Four key cities for Food and Beverage Industry
are Ho Chi Minh City, Ha Noi, Da Nang and Can Tho.
34%
The pie chart represents the percentage of rural
population and urban counterpart in Vietnam in 2018.
66% Even though people are moving to the cities for better
opportunities, the proportion of people who live in rural
area accounted for the largest figure which was 66%
Vietnam population.

Rural Urban
 In term of Vietnam population age with gender, looking at the below graphic, we can see that
there is no significant difference between the percentage of Vietnamese male and female in
2018. As shown in above table, we can see that Vietnamese who are age from 25-29 years
old in both genders stood for the largest figures (Female 4.6%, Male 4.7%).

Vietnam has 54 ethnic groups with Kinh (Viet) is the largest ethinicity, accounted for
approximately 85% of Vietnamese. The below table demonstrates the proportion of Vietnamese
ethnicity groups.

The percentage of ethnicity group within Vietnam

1.2
1.1 1 Kinh (Viet)
1.5 1.5
1.8 4.3 Tay
1.9 Thai
Muong
Khmer
Mong
Nung
85.7
Hoa
Other ethnicities

b. Education groups
According to the estimation of Countrymeters, in 2019 there are “94.52% of adult population (aged
15 years and above) in Vietnam are able to read and write.” Besides that, as mentioned on WES
about education in Vietnam “a drastic increase in higher education enrollments by 125 percent,
from 200 students per 10,000 people in 2010 to 450 students per 10,000 people by 2020.”

c. Household patterns

In Vietnam, people have an inclination of living together in extended families, unlike in the United
States, they tend to live as nuclear family. Vietnamese households normally consist of five to seven
members but vary greatly in size.

2. Economic

According to the report from Vietnamwork, the average income in Vietnam in 2018 ranged from
251 USD to 500 USD. Monthly average salary in Ho Chi Minh City registered at the highest figure
(456 USD) compare to other cities counterpart. Moreover, as mentioned in the Vietnam economic
in 2018 from Business Sweeden “Vietnam’s middle class & rich segment is growing by 88%
between 2010 – 2020”. The below pictures represent the allocation of Vietnam expenditure on
good and service.

Source: Business-sweden
3. Social-Cultural

Vietnamese belief took the impact of China’s belief and culture including Confucianism and
Buddhism. Besides that, Vietnamese architecture, art, literature, music, and literature also followed
Chinese form with a little influence of French. In Vietnam, Vietnamese core culture values is
family and community. Vietnamese people still believe in the principles of Confucianism
including respect, harmony, duty, allegiance and education to the family.

D. Qualitative Data Collection

a. Sampling units: Since Café Heimise would choose Market- Nicher Strategy to work on,
we would like to conduct research questionnaire on our main target audiences:
+ People who love coffee especially art coffee and hand-made cake.
+ People who love enjoying coffee in quiet and peace environment.
+ People who love enjoying coffee alone with soothing sounds, medium tempo sounds
+ Organization, local artist community who love to run a work shop, talks at the aethestic coffee
shop.
+ Tourist who love enjoying Vietnamese coffee but with Korean decoration style ( Mostly
Korean toursit, Japanese tourist)
b. Sample size: 2-5 persons
c. Sampling procedure:
The way we conducted online survey is via Monkey Survey:
https://www.surveymonkey.com/r/TGRG5Q3
How can we send the link to target audiences: We bought post from Coffee lover Fanpage/
Group and Vietnam tourist page/group to post and share survey link to let target consumers do
the survey for us because these pages have a huge amount of coffee maniac fans who are
enthusiastic about experience new coffee shop in town as well as tourist who love to discovery
Vietnam culture and have a plan to travel to Vietnam.
Two fanpage:
Coffee lover Fanpage - https://www.facebook.com/GhienCaPhe/?ref=br_rs
Vietnam tourist page - https://www.facebook.com/groups/698412867028597/
d. Questions and results
Results based on 3 respondents

No Question Selection Result from 3

a.Never
How often do you go to b.Everyday 75% Go to coffee shop daily, 25% once a
1
a café? c.Once a week week
d.2-4 times a week
50% choose
a.Working/ Studying
relax, 25%
Why do you want to go b.I’m a coffee lover
2 working,
to coffee shop? c.Relax/ Enjoy music/
25% because
Read books
their habit
 a.The quality of drink
and food
b.A wide variety of
On a scale of 1-3 (with 3 - Most important: quality of drink and food,
drink and food
3 being the highest) ambience, wifi accessibility
c.Price
How would you rate the 2 - Not highly important: cleanliness, good
3 d.Ambience
importance of below service, price
e.Music played
listed items when 1 - Not important at all: location, music
f.Cleanliness
choosing a café shop? played, a wide variety of drink and food
g.Good service
h.Location
i.Wi-Fi accessibility
a.A cup of coffee a. A cup of coffee : from 2- 4 USD
How much would you
4 b.A glass of soda b. A glass of soda : from 3 -5 USD
pay for the following?
c.A slice of cake c. A slice of cake: from 4 - 8 USD
a.Definitely yes
Would you go to a b.I might check out
coffee shop that has an c.No, because I’m not
5 aesthetic design with interested in art 75% Definitely yes, 25% might check out
Korean decoration style d. No, because I’m more
and peaceful ambience? into dynamic, vibrant
atmosphere.
a. Male or Female
b. People in age group: a. 75% Female, 25% Male
Please indicate your
under 18 18-25 26-35 b. 50% people in age group 18-25, 50% people
6 gender, age, and
36-45 over 45 in age group 26-35
nationality(optional)
c. Nationality: Vietnam c. 75% Vietnames, 25% Korean
or other country

Report: Based on the result of the survey, we can see that drinking coffee in Vietnam is a local
habit, especially in people who aged from 18 to 35 years old. Moreover, they have interest in Cafe
Heimise’s concept which is a Korean coffee style which aim to bring tranquil ambience to
consumer. Besides that, from the above result people are willing to spend around 2-8 USD when
they visit a coffee shop and the most important things which appeal them are the quality of drink,
food, the ambience and wifi connection. Thus, the owner of Cafe Heimise should pay attention in
enhancing consumer’s experience in 3 aforementioned things.
E. Competitive Analysis

Coffee House Starbucks Vietnam

Website https://www.thecoffeehouse.com/ http://en.starbucks.vn/
Competitor
Market Leader Market Leader
role
 - One of the best Viet Nam Local
Coffee Chain - One of the best International Coffee Chain
- Well-known coffee chain among in Viet Nam
Positioning youngster - Famous international brand
- Nearly over 500 outlets in 4 key - 39 outlets in 4 key cities (Ha Noi, Ho Chi
cities (Ha Noi, Ho Chi Minh, Da Minh, Da Nang, Hai Phong)
Nang, Hai Phong)
- Coffee (Vietnamese coffee bean)
- Coffee (Coffee bean from different source)
- Decaf drink, Tea
Menu - Decaf drink, Tea
- Freshly baked breads, cakes and
- Freshly baked breads, cakes and snacks
snacks
Target Officer, Starbucks lover, International brand
Millenials
audience lover
Spacious open-air layout, mordern
Decoration In door coffee shop, mordern design
design
- Vibrant, dynamic - suitbale for group
of friends - Like Starbucks in other countries
Ambience
- Open space for work and - Open space for work and conversation
conversation
Price Ranging from 6-10 USD/ drink or cake Ranging from 8-12 USD/ drink or cake

F. Internal Environment Analysis

Strength:
+ Unique coffee style
(Korean decoration
style)
+ Aethestic vibe: Cafe Heimise is still a
music, calm and quite small coffee shop in Ho
atmosphere Chi Minh City,
Vietnam. Even the To gain more brand
+ Delicious and shop stands out with awareness they have to
exquisite coffee, hand- run some marketing
made cake unique style, without activities.
promoting or
Weakness: advertisment, the
+ Don't know how to business cannot grow.
adverise
+ Don't localize
information,
promotional collateral
 G. Current Marketing Objectives
Gain brand awareness with market nicher strategies. Focus on gaining attention, generating buzz
from target audience who are not only usual coffee drinkers. Café Heimise will concentrate on
targeting coffee drinkers but have an aesthetic soul to enjoy everything at the coffee shop such as
the ambiance, the coffee art, and the Korean style decoration.
H. Current Branding
Café Heimise wants to be seen as unique aesthetic Korean coffee shop located in Ho Chi Minh
City Viet Nam with a tranquil atmosphere, exquisite decoration, delicious drinks and hand-made
cake. Café Heimise aims to have both rational and emotional components in branding positioning.
I. Current Positioning
Café Heimise positions itself as a reasonably priced coffee house that not only makes a brewed
coffee like the others but also creates coffee art with an exquisite look which let consumers enjoy
arts besides taste the delicious nuance of coffee.
Café Heimise 's positioning will leverage their competitive edge:
 Vietnamese coffee with a twist of Korean style but with affordable price ranging from 3-5
USD, cheaper than other competitors. We will carter coffee drinker a signature type of
coffee with Vietnam organic coffee bean and Korean coffee style recipe.
 Highly photogenic space, quiet and calm coffee shop which brings tranquil and calm
ambiance for consumers who embrace this kind of atmosphere.
 Besides serving individual consumer, Café Heimise will carter a group of members who
want to do a workshop or meeting related to arts and design.
Reference:
Vietnam Population 2019 - http://worldpopulationreview.com/countries/vietnam-population/
Vietnam Statistic 2019 - https://www.cia.gov/library/publications/the-world-
factbook/geos/print_vm.html
Education in Vietnam - https://wenr.wes.org/2017/11/education-in-vietnam
Vietnam market - https://www.business-
sweden.se/contentassets/c53a2f46ff1441d4adbe1f0da140a5ad/vietnam-consumer-goods-point-
of-view.pdf