MINISTRY OF EDUCATION AND TRAINING

VAN HIEN UNIVERSITY

FACULTY OF FOREIGN LANGUAGES

MARKETING AND EVENT MANAGEMENT

Instructors: Mary Jane P. Julian

Intern’s full name: Nguyễn Nhữ Thanh Giang 161A140311

Lê Thị Như Quỳnh 161A140101

Phạm Thị Bích Huệ 161A140388

Giang Gia Hào 161A140268

Class: ENG44007 (Monday morning)

HCMC, 17 June, 2019

 ASSESSMENT
Number Full name Student ID Assignment Percent
Participation

Chapter 1,

1 Nguyễn Nhữ 161A140311 Chapter 2, 100%

Thanh Giang Chapter 3,

check file

Chapter 1,

2 Lê Thị 161A140101 Chapter 2, 100%

Như Quỳnh check file,

edit file

Make cover, table

3 Phạm Thị 161A140388 of contents, check 100%

Bích Huệ file, edit file,
powerpoint,

chapter 2, chapter 4

Chapter 1,

4 Giang Gia 161A140268 Chapter 2, 100%

Hào
Chapter 3,

check file

2
 CONTENTS
Chapter 1: Introduce about the shop

1. The shop name and logo ................................................................................. 4

2. Business structure ........................................................................................... 5

3. Business location.............................................................................................. 5

4. Date established ............................................................................................... 5

5. Business owner(s) ............................................................................................ 5
6. Vision statement .............................................................................................. 5
7. Mission statement ............................................................................................ 5

8. Products............................................................................................................ 5

Chapter 2: Analysis of essentials

1. Long-term and Short-term Goals .................................................................. 6

2. SWOT analysis ................................................................................................ 7

3. Target market .................................................................................................. 8

4. Customer profile .............................................................................................. 8

5. Competitor profile ........................................................................................... 9

6. Product ........................................................................................................... 13

7. The pricing of product .................................................................................. 15

8. Position (place) in the marketplace ............................................................. 16

9. The promotion of product ............................................................................ 18

10. Promotion activity ......................................................................................... 19

11. Monitoring/measurement activities ............................................................ 22

Chapter 3: Conclusion........................................................................................ 24

Chapter 4: Supporting documentation ............................................................. 25

References ............................................................................................................ 27

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 CHAPTER 1: INTRODUCE ABOUT THE SHOP

1. Shop logo

- Slogan: Feel it your way

 Our store sells a lot of drinks and you can combine them with pudding, pearl,
fruit seeds, cream, ... your way.

- Shop name: OH!

 We named our brand OH! Because we can see Vietnamese people like something
new and strange. OH! is the word that expresses surprise. It stimulates the
curiosity of listeners.

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2. Business structure:

- Partnership (general partnership )

- Each members in a group will contribute 25% their capital to open a milktea shop.

- Each partner has an equal right to participate in the management and control of the
business.

3. Business location:

- 544 Su Van Hanh Street, district 10 at the corner Ly Thai To Street and Su Van Hanh
Street.

- Many of the people who work or live in the area are our business' target audience

- The costs of buying or leasing in the area are affordable and meet the needs of our
business

- Near schools, supermarkets and many places around this area

4. Date established

- We are going to open the shop on 10 September, 2019

5. Business owner(s)

- Each members will take part in shop management and will be responsibility for every
parts.

6. Vision statement

- We will be one of popular and high quality brand in VietNam

7. Mission statement

- To provide customers delicious, fresh food and a fun atmosphere that will bring
customers back again and again.

8. Products

- Today, numerous individuals like to drink milk tea, especially young generation so we
decided to sell milk tea which will combine with fresh fruit and natural flavour. Besides,
we also sell coffee and cakes for those people who enjoy them.

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 CHAPTER 2: ANALYSIS OF ESSENTIALS
1. Long-Term and Short-Term Goals: Marketing& Sales, Promotion
 Short term:

- To sell 3.000 per month

- To make 2 special drinks for the shop every 3 months

- Increase selling 30% cakes per month

- Increase sale 5% after 2 months

- Enhance customer relationship

- Increase profit 10% after 6 months

- Leasing a booth at shopping mall

Promotion

- Buy 2 kinds of milk tea get 1 free on holidays

- Discount 10% for group 5 or more

- Loyalty card, gift voucher or membership

Advertisement

- Facebook page to advertise products and shop per week.

- Link to Foody, Grab, Goviet and so on to approach customers every day.

- An article on magazine

- TVC advertise on youtube channel per week.

Customer

- Receiving customers’ feedback by email per 3 months.

- Achieving at least 95 percent positive customer feedback every week.

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  Long term

- Open a new shop after 7 years in Ha Noi

- About 6 months- 1 year regain capital

- Variety of products in menu by 2020

- Becoming a popular brand in HCM city

- Improve products’ quality and technology after 2 years

- Finding a partner in field of advertisement

2. SWOT analysis:

Strengths Weaknesses

- Price: Stable prices (15.000-50.000 - Capital: Short of capital

VND) - Brand: New opening brand
- Quality: Certificate of food safety - Competitors: Having numerous milk
conditions, Prestige food resource. tea brand in district 10
- Staff: Friendly, Hardworking - Advertisement: Low on using
- The size of the organization: Large, advertisement channel
Comfortable, Private space.
- Location: Near school, offices
- Delivery: Customer can book drinks on
apps
- Management: Manage by people who
have experiences in service and
beverage field.
- Package: Beautiful and colorful
decoration on the cup. Customer can
easily take out the beverage.

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 Opportunities Threats
- Teenagers and young people love - High domestic competition.
to drink milk tea so this is a
chance to open a milk tea shop. - The number of loyalty customers is
- A lot of entertainment centers are low.
being built in this area.
- The population in this area is
mostly young people.

3. Target market:

- We are aiming to the customers who are in the age of 15-25.

- Most of they are students and office workers.

- These customers are tends to looking for an average price and place to study or
gather with their friends.

- Income is suitable for all ages.

+ Students who receive allowances from their families.

+ Their income is over 1.000.000 VND.

4. Customer profile:

Customer Age Status Location Lifestyle Interests

Teenagers 15- Primary, Living in Study, Want a personal and

20 High or near team comfortable space to
school district 10 work, learn or chat with
chat their friends.

Office 20- Working Living in Busy Want a personal and

worker 30 or near quite space to work
district 10 or to meeting with
clients.

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 They can set on the
shop's web or apps
such as Gofood,
Grapfood,...

The older Over Retired Living Not A place to chat with

70 near the busy, their friend and to
shop like to read newspaper.
find a
place to
drink
coffee in
the
morning.

5. Competitor profile:

Competitor KOI Thé HIGHLANDS R&B

COFFEE

Established 2006 1999 2004

date

- There are stores in - There are more - There are stores

Size more than 12 than 20 stores in in Viet Nam .

countries. Viet Nam.

Market 8% 12% 7%
share

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 - Customers are - Coffee products - Always set the
treated sincerely like are delicious and target of product
relatives. delicious in a quality and food
Value
- Carefully selected comfortable and safety.
offered
raw materials, polite space. - Price from
to
quality production - Price from 30.000 35.000 to 70.000
customers
processes. to 60.000 VND VND

- Price from 35.000

to 70.000 VND

- Many branches in - Long established - Delicious taste,

different regions. establishment diverse products.

- There are specialty should have a solid - Long established

Strengths
products of the foundation in the establishment
brand. market. should have a solid
- It is one of the foundation in the
famous coffee market.
brands.

-.It still maintains

the classification of
coffee by hand to
select the best
quality coffee beans.

- High price - High price - High price

Weaknesses - Must compete with - Only suitable for a Only suitable for a
domestic brands and certain group of certain group of
always have to subjects subjects.
renew the brand.

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Competitor GONG CHA TOCO TOCO SHARE TEA

Established 2006 2013 1992

date

Size - There are more - There are more - Franchising in more

than 1,500 stores in than 150 stores than 18 countries like
19 countries. in Viet Nam. the United States,
Canada, England,
Australia, Singapore,
Indonesia with more
than 450 stores.

Market 9% 12% 10%

share

- Using safe, natural - Good service, - High quality tea

and sanitary an attractive leaves and carefully
ingredients is a top space and a glass selected ingredients
Value
priority of excellent milk directly from Taiwan.
offered
- Professional and tea are - Tea leaves are tested
to professionally
friendly service every season and all
customers prepared
style, always listen ingredients are always
to customers' - Price from suitable and quality,
contributions 30.000 to 60.000 ensuring 100% fresh
VND and delicious.
- Price from 40.000
to 70.000 VND - Price from 30.000 to
50.000 VND.

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 - Many branches in - Prices are - The menu varies
different regions. average, suitable from taste.

- The menu varies for many - Prices are average,

Strengths
from taste to design. customers. suitable for many
- There are customers.
specialty - Long established
products of the establishment should
brand. have a solid
foundation in the
market.

- High price - High price - Old taste difficult to

- Old taste difficult change, changing the

to change, changing drink recipe of both

the drink recipe of the system and

Weaknesses especially the interior
both the system and
especially the decoration chain.

interior decoration - Must compete with

chain domestic brands and
always have to renew
the brand.

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6. Products:

Product Milk tea & Cake & food Delivery

Fresh fruit tea

Features - Raw materials are - Produce from fresh - Free delivery in a

collected, selected ingredients and used radius of 2 km.
directly and imported within 3 days.
from foreign and
domestic.

- Customize the
amount of ice and
sugar.

- Fruit seeds
completely from fresh
fruit.

Benefits - Fresh ingredients - Natural flavors, safe, - Customers can

are good for health. helps provide adequate save costs, don't
nutrients. lost time and
order products
easily.

Unique - The product will be - The product will be

Selling created with different created with different
Position flavors to help leave flavors to help leave its
its own mark. own mark.

- All products have There are many

many different prices different cakes and
sizes.

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 suitable for all Diverse foods such as
audiences. bread, fried noodles,
rice, ... are suitable for
students who want to
work with the group all
day at the shop.

Support - Compensation if the - Compensation if the - Refund if the

product has a strange, product has a strange, product is broken
damaged taste damaged taste - Free delivery
over 10 products

- Free delivery in a
radius of 2 km.

Spin - Sold in combos, - Sold in combos, saving - Buy more than 5

Offs saving more than more than costs products with an
costs additional 10%
discount

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7. The pricing of product:

Products Price Costs Net Comp. Value

Profit Price

Milk tea 7.000- 15.000- 7.000- 25.000- - Ingredients are imported

10.000 30.000 20.000 60.000 from Japan such as matcha,
(VND) (VND) (VND) (VND) tea,…

Matcha 10.000- 30.000- 20.000- 35.000- - They can include fresh

15.000 40.000 25.000 60.000 fruit instead of pearl,
(VND) (VND) (VND) (VND) pudding,... natural fruit
seeds are good for health.
Tea 6.000- 15.000- 9.000- 20.000-
15.000 35.000 20.000 50.000 - There are many different
(VND) (VND) (VND) (VND) teas that create many
different flavors.

Coffee 10.000 25.000 15.000 25.000- - Coffee beans are taken

(VND) (VND) (VND) 50.000 from Trung Nguyen Coffee.
(VND) - Coffee beans are roasted
and ground in place so they
have a natural and delicious
flavour.

Pudding 2.000 5.000 3.000 5.000- - They are made at the shop,
(VND) (VND) (VND) 10.000 not from outside.
(VND) - There are many kinds of
Pearl 2.000 5.000 3.000 5.000- cakes, pudding with
(VND) (VND) (VND) 8.000 different flavors and
(VND) different prices for
customers to choose.
Cake 3.000- 10.000- 7.000- 20.000-
20.000 50.000 30.000 70.000
(VND) (VND) (VND) (VND)

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 Fruit 1.000– 5.000- 5.000 None - Fruit seeds completely
seeds 5.000 10.000 (VND) from fresh fruit, good for
(VND) (VND) health.

Cream 3.000 10.000 7.000 10.000 - Cream for people who

(VND) (VND) (VND) (VND) like to eat fat.

Grass 1.000- 5.000 4.000 5.000- - They are made from Agar
Jelly 2.000 (VND) (VND) 7.000 powder combined with
(VND (VND) natural fruit.

- They bring a strange

feeling to customers.

8. Position (place) in the marketplace

Sales and distribution channels

Channel Products Percentage Channel strategy

type of sales (%)

Milk tea, - Give our customers the logic

matcha, tea, between using our product and
coffee, finding a solution to their needs
pudding, - Learn more about the customer
Shopfront pearl, cake, 100%
- Meet the needs of customers
fruit seeds,
cream,… - Using after open the shop

- Focus on the best products

- Adjustment and promotion

marketing program

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 Milk tea, - Internet Marketing is cost
matcha, tea, effective & time effective
coffee, - Everything can be measurable
pudding, and well-automated in internet
Internet pearl, cake, marketing
fruit seeds, 90%
- Using after open the shop 1
cream,…
month

- Make our checkout process as

easy as possible

- Give customers helpful product

descriptions

Milk tea, - It is quite easy to start and we

matcha, tea, can start small
coffee, - There are little risks, the costs
pudding, are relatively low and potential
pearl, cake, for upside is big
fruit seeds, 60%
- Using after open the shop
cream,…
Mail
- Emphasize the benefits of our
email marketing

- Build a quality mailing list

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9. The promotion of product

Product Milk tea Fresh fruit tea Cake and food Delivery

Internet Create a Write Online Create a website

Marketing Facebook Press Releases on and apply
fanpage Tuoitre.com, VN Search Engine
express… Marketing

Publicity/ Collaborate with Raise fund to Become a

Public influencers. support poor supporter in
Relations families some events.

Advertising Flyers Social media Banner Coupons

(Release videos,
ads on Fanpage)

Sales Discounts Events Loyalty cards

Promotion

Packaging/ Release limited Simplify and

Personal edition products Save
Environmental
Selling complete with
friendly
special
packaging

Direct Call the Send Marketing Encourage

Marketing customer to Emails. customers to
inform new share their
products feelings.

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10. Promotion activity

(10 Sep, 2019 – 10 Jan, 2020 )

Promotion activity/ Person Date of Cost Success

milestone responsible expected (VND) indicator

completion

- Have 1000
likes fanpage
on Facebook
and 200

The last followers on

1.000.000 Instagram in 6
Quynh day of
Social media (VND)/ months.
(Clara) every
month
month - Entice people
to try out our
new service or
product.

Opening Day & 2.000.000

All 10 – 15
Mid-Autumn (VND)
members Sep, 2019
Festival

Vietnamese Quynh 15 – 20 1.000.000 - Increase

Event

Women’s Day (Clara) Oct, 2019 (VND) selling unit to

Vietnamese 15 – 20 1.000.000 20% - 30%.
Hao (How)
Teacher’s Day Nov, 2019 (VND)

Christmas Giang 22 – 26 1.000.000

(Yan) Dec, 2019 (VND)

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 New Year 2020 30 Dec, 1.000.000
Hue (Lily) 2019 – 2 VND
Jan, 2020

Opening Day &

All 10 – 15 1.000.000
Mid-Autumn
members Sep, 2019 (VND)
Festival - 100.000
viewer on
Vietnamese Quynh 15 – 20 1.000.000
Youtube.
Women’s Day (Clara) Oct, 2019 (VND)
Media release

- Each event
Vietnamese 15 – 20 1.000.000
Hao (How) have over 1000
Teacher’s Day Nov, 2019 (VND)
likes & 50
Christmas Giang 22 – 26 1.000.000 shares on
(Yan) Dec, 2019 (VND) Facebook.
New Year 2020 30 Dec, 1.000.000
Hue (Lily) 2019 – 2 (VND)
Jan, 2020

01 Oct & 2.000.000 - Increase 30%

Giang
Giveaway 01 Dec, (VND) customers.
(Yan)
2019 /per time

Opening
Day &
Print All 10 – 15 1.000.000
Mid- - Increase
ads members Sep, 2019 (VND)
Autumn customer’s
(Flyer,
Festival awareness.
Banner,
Vietname - Increase 15%
Poster,
se Quynh 15 – 20 1.000.000 customers.
…)
Women’s (Clara) Oct, 2019 (VND)
Day

20
 Vietname
se 15 – 20 1.000.000
Hao (How)
Teacher’s Nov, 2019 (VND)
Day

Christmas Giang 22 – 26 1.000.000

(Yan) Dec, 2019 (VND)

New Year 30 Dec,

1.000.000
2020 Hue (Lily) 2019 – 2
(VND)
Jan, 2020

- Increase 15%
Collaborate with 1 – 31 5.000.000
Hue (Lily) customers.
influencers Dec, 2019 (VND)

- Increase
Quynh Every 500.000 customer’s
Email
(Clara) Monday (VND) awareness.

- Receive and
The last
respond to
day of 500.000
Feedback Hao (How) customer
every (VND)
comments.
month

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11. Monitoring/measurement activities

Promotion activity Estimated Date of Monitoring methods

review

Social media The last day of every Tools to measure

month - Likes, comment on
Reviewing after 1 week Facebook, youtube and
followers on Instagram
Opening Day & 10 – 15 Sep, 2019
Mid-Autumn - Percentage of selling
Reviewing on 20 Sep,
Festival 2019 every event

- The percentage of
Vietnamese 15 – 20 Oct, 2019 customer to receive gifts
Event Women’s Day Reviewing on 25 Oct, - The number of
2019 customers go to our shop

Vietnamese 15 – 20 Nov, 2019 - The number of

Teacher’s Day Reviewing on 25 Nov, customers using app such

2019 as Goviet, Grab, Foody

to order our products
22 – 26 Dec, 2019
- The number of emails
Christmast Reviewing on 28 Dec, sending to customers and
2019 customers’ response

New Year 2020 30 Dec, 2019 – 2 Jan, - Feedback from

2020 customers

Reviewing on 9 Jan, - The number of

2020 customers is influenced

by famous people.
Give away 01 Oct & 01 Dec, 2019

Reviewing on 10 Dec,
2019

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Print ads Opening Day & 10 – 15 Sep, 2019
(Flyer, Mid-Autumn Reviewing on 23 Sep,
Banner, Festival 2019
Poster,
Vietnamese 15 – 20 Oct, 2019
…)
Women’s Day Reviewing on 27 Oct,
2019

Vietnamese 15 – 20 Nov, 2019

Teacher’s Day Reviewing on 27 Nov,
2019

Christmas 22 – 26 Dec, 2019

Reviewing on 29 Jan,
2020

New Year 2020 30 Dec, 2019 – 2 Jan,

2020

Reviewing on 6 Jan,
2020

Collaborate with famous 1 – 31 Dec, 2019

people Reviewing on 10 Jan,
2020

Email Every Monday

Reviewing at the
weekend

Feedback The last day of every

month

Reviewing after 1 week

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 CHAPTER 3: CONCLUSION
The current market of milk tea business in our country is extremely exciting. It is not
difficult to encounter a series of milk tea shops from famous brands to big and small
milk tea shops in Ho Chi Minh City. Milk tea is a familiar and cheap drink suitable for
students and teenagers.

At present, milk tea shop is also a place that office people often comes to work and
relax. Therefore, with a large and expanding market, opening a milk tea shop is an
extremely potential business field. However, whether to trade in milk tea or not and
how to get a new foothold between a multitude of brands and milk tea shops is not easy.

OH! based on the available potentials and passion of the members for cakes and drinks.
Besides issues such as premises, design style and restaurant decoration. The objectives
of OH! Which is young people so changing and refresh menu regularly and creatively
will help customers become interested and to be succeed in milk tea business.

In addition, brand marketing is also an important issue in brand promotion and access
to potential customers. With diverse marketing strategies combined with the
organization of events and develop customer services helped OH! gradually have a
foothold in the milk tea market. We hope everyone can welcome OH! more.

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 CHAPTER 4: SUPPORTING DOCUMENTATION

CUSTOMER INFORMATION

Please take a few moments to complete this survey

1. Customer Name: .........................................................................................

2. Address: ........................................................................................................

3. Contact Number: .........................................................................................

4. E-mail: ..........................................................................................................

5. How long have you been using this product and why?

....................................................................................................................................

6. Write your comments and suggestions about our products in

comparison with other competitors:

....................................................................................................................................

7. Are you satisfied with our product performance? share your opinions:

....................................................................................................................................
....................................................................................................................................

8. Tell us something about your shopping experiences to buy product:

....................................................................................................................................
....................................................................................................................................

9. Would you like to continue with our product? if No why:

....................................................................................................................................

10. What kind of changes would you like to see in our products so as to
enhance your satisfaction level?

....................................................................................................................................
....................................................................................................................................

Thank you for completing this survey!

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 CUSTOMER SURVEY
Please let us know how was the drink and food
Customer Name: ....................................................................................................

Address: ...................................................................................................................

Contact Number: ....................................................................................................

E-mail: .....................................................................................................................

Day Visited: .............................................................................................................

Food & Cake Quality:
Excellent Good Average Dissatisfied

Drink Quality:
Excellent Good Average Dissatisfied

Cleanliness:
Excellent Good Average Dissatisfied

Order Accuracy:
Excellent Good Average Dissatisfied

Speed of Service:
Excellent Good Average Dissatisfied

Value:
Excellent Good Average Dissatisfied

Overall Experience:
Excellent Good Average Dissatisfied

 Any comments, questions or suggestions?

....................................................................................................................................
....................................................................................................................................
Thank you for completing this survey!

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REFERENCES
https://www.jotform.com/form-templates/category/survey

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