The document discusses Cong's brand positioning. Cong is a Vietnamese coffee chain that aims to revitalize the "Thoi Bao Cap" period in Vietnam in a lively and optimistic way. It targets millennials who want to experience the nostalgic atmosphere of the Thoi Bao Cap period. Cong's brand idea succeeds because it appeals to both millennials who experienced the period firsthand and those who only heard about it, by allowing them to immerse themselves in the vibes of that time through Cong's coffee shops. The brand positioning is translated thoroughly across the six Ps of marketing - product, physical evidence, people, place, promotion and price.

1. Brand Positioning
Brand Key Model
The Four Team
Chris Viet Linh - Anh Nguyen - Hoai Thuong - Ngoc Thao

2. TABLE OF CONTENTS
HISTORY OF CONG
CATEGORY UNDERSTANDING02
01
POSITIONING STATEMENT03
BRAND KEY MODEL04
WHY DOES BRAND IDEA SUCCEED?05

3. 01.HISTORYOFCONG
2007
Founded - opened their first
store in Trieu Viet Vuong,
Hanoi.
On its 1st day, menus
scratched in texta across
copies of the works of
Lenin, bringing lots of
troubles to its owner.
2012
Start franchising model,
expanding location.
truly became a
coffee chain with,
expanding really fast but
still keeping its original
“ ” ambience.
Now
60 stores in Vietnam.
Stores in Malaysia and
Korea.
TOP-OF-MIND ASSOCIATION
“Vietnam War vibe”
“Bao cap”
Coconut Milk Coffee - “my all-time favorite"
“familiar ambiance”
“humorous retro poster"
“for friend conversation"

4. 02.CATEGORYUNDERSTANDING
INDEPENDENT COFFEE
SHOPS
Description: In-store experience,
single store or 2-3 locations only
Price: low to high
Average Spend: 20k - 50k
COFFEE CHAINS
Description: In-store
experience, single store
Price: low to high
Average Spend: wide range
LOCAL/SIDEWALK COFFEE
SHOPS
Description: In-store
experience, single store
Price: low to high
Average Spend: 10k - 30k
CONG is now one of the most popular coffee chains in urban Vietnam

5. INDEPENDENT COFFEE SHOPS COFFEE CHAINSLOCAL/SIDEWALK COFFEE SHOPS
2007 to 2012
2012 to CURRENT
CA PHE VIA HE
INDEPENDENT
CAFES
PRICEPRICE
CA PHE VIA
HE
INDEPENDENT CAFES
& lots of other
named/unnamed coffees
Cong’s Source of
Growth (SOG) came
from
(1) “via he” consumers
up-traded to have a
nicer experience.
(2) consumers from
independent cafes
Cong became a coffee
chain. Adding to taking
share from “via he”
consumers, Cong has
been competing also
with Highlands and TCH
in mid-price coffee
chains.
CVS
Nowadays, CONG’s source of growth are from mid-price coffee chains
(Highlands, The Coffee House) and from “ca phe via he” consumers

6. CONG HAS BEEN CAPTURING MARKET SHARE WITH AN OUTSTANDING ATMOSPHERE AND HIGH QUALITY IN ITS
DRINK AND SNACK OFFERINGS.
UNIQUE
CONCEPT
WINNING
MENU

7. To capture market opportunity and follow her passion of
the so-called Thoi Bao Cap, Cộng founder crafted Cong
positioning to revitalize an iconic period of Vietnam in a
lively and optimistic way

8. 03. POSITIONING STATEMENT
RTB
Millennials (18-25 YO),
currently living in
urban cities, who
were born out of Thoi
Bao Cap period
TO WHOM DIFFERENTIATED BY
CỘNG is a local iconic coffee
chain that revitalize the
so-called Thoi Bao Cap in a
lively, light-hearted and
optimistic way
A local coffee chain
brand uses signature,
iconic Vietnamese
materials into product
concept
WHAT NEED
Need to find a coffee
place to hang out
with fellows that
both easily accesses,
and has interesting
vibe to sit in

9. 6. VALUE, BELIEFS &
PERSONALITY
Lively, light-hearted,
optimistic, nostalgic
5. BENEFITS
Functional: Fully experience Thoi Bao
Cap from ambience to drinks and
snacks
Emotional: I feel familiar and relaxed
by lively and light-hearted atmosphere
in Cong
8. DISCRIMINATOR
The very first and only coffee
chain that creates a complete
experiences and revitalization of
Thoi Bao Cap
4. INSIGHT
I need to find a coffee place to hang out
with friends that not only is accessible
but also has interesting vibe to sit in.
3. TARGET
Millennials, 18-35, currently living
in urban cities, were born out of
Thoi Bao Cap
2. COMPETITIVE ENVIRONMENT
Taking from low-price street coffee
shops and mid-price coffee chains
(Highlands, TCH,...)
1. ROOT STRENGTHS
A local coffee brand uses signature,
iconic Vietnamese materials into
product concept
9. ESSENCE
Revitalize an iconic
period of Vietnam -
Thoi Bao Cap, in a lively
and optimistic way
7. REASONS TO BELIEVE
- Store design and Interior furnitures
are all “Bao Cap” artifacts.
- Coffee and snacks are all made of
signature, iconic Vietnamese
ingredients.

10. CỘNG’S BRAND IDEA WINS FOR A WIDE
RANGE OF MILLENNIAL AGES
4.1
04.WHYDOESCONG’SBRANDIDEASUCCEED?

11. The later generation of CỘNG customers
Growing up being told about Bao Cap period by
parents and grandparents.
Sometimes curious about the so-told period
THE BEING TOLD
LATE MILLENNIALS
(9X)
The early generation of CỘNG customers
Growing up in the end of Bao Cap period
Have slight memories on this period as they were kids
THE EXPERIENCED
EARLY MILLENNIALS
(8X)
CỘNG’S
CORE TARGET
CUSTOMERS
ARE MILLENNIALS

12. “My grandparents and my parents have always
talked about it. I always wonder how that so-called
period looks like”
—THE BEING TOLD
WHICHEVER GENERATION THEY ARE, THEY
STILL FIND IT RELEVANT TO THINGS FROM
THOI BAO CAP
“I was too young at that time, yet I still have little
attachments with the period so it would be nice to
recall my childhood memories”
—THE EXPERIENCED

13. CỘNG’S BRAND IDEA HAS TRIGGERED MUTUAL
MOTIVATION AMONG 2 GENERATIONS
CỘNG’S BRAND IDEA
Revitalize an iconic period of Vietnam, Thoi
Bao Cap, in a lively and light-hearted way
THE EXPERIENCED - EARLY MILLENNIALS
(8X)
THE BEING TOLD - LATE MILLENNIALS
(9X)
THE MUTUAL MOTIVATION
I know that it is a memorable period to
my childhood/parents/grandparents,
yet I hardly get to experience that
period in modern life.
Therefore, if given a chance, I would
love to immerse in the vibe of “Thoi Bao
Cap” once (again).

14. BRAND IDEA IS TRANSLATED INTO 6Ps
CONSISTENTLY AND THOROUGHLY
• Product
• Physical Evidence
• People
4.2
• Place
• Promotion
• Price

15. PRODUCT
CỘNG revives the familiar traditional ingredients such as
coconut, green bean and street food: sunflower seeds, jerky into
unique, signature and iconic Vietnamese dishes
PRODUCT
COCONUT MILK COFFEE BREAD SERVED WITH
CONDENSED MILK
A wide range of Cong’s offerings all reflect the same spirit which isfamiliarity and reminiscence of
the good old days, but also very suitable to prolong casual hanging out between friends.
JERKY

16. PHYSICALEVIDENCE
PHYSICAL EVIDENCE
Uniform Propaganda Poster
Bao Cap period is fully depicted from
the furnishing, lighting, decoration,
uniform,... to smallest details such as
curtain, poster, with the purpose of
creating a complete Bao Cap ambience
in a such lively yet familiar way
The decoration and set-up of
furnishings evokes the cozy
and relaxed feeling among
customers, which helps
customers fully enjoy
moments with folks.
The spirit is clearly shown
through the humorous
propaganda posters and
quotes displayed thoroughly
in every branch
Old wooden furnishingsSoft yellow lighting
Create a complete experience of returning to the Bao Cap period in
such a lively and light-hearted way among customers
Complete Bao Cap
period ambience
Light-hearted spiritRelaxed feeling to
enjoy conversation

17. PEOPLE
Warm-hearted and welcoming attitude
make customers feel familiar and relaxed
Service delivery style creates the lively
experience of connecting and
communicating with people in Bao Cap
period
PEOPLEANDPLACE
PLACE
• Scattered throughout Vietnam provinces and
cities, making it become the iconic chain of
coffee shops associated with the revival of
Vietnamese history

18. PROMOTION
SOCIAL MEDIA
• Revitalize the Bao Cap period through the nostalgic
and sincere tone-of-voice, images of CỘNG
signature corners and images of human sharing,
talking with each other
PROMOTION
Emphasize CỘNG’s unique concept in bringing customers back to Bao
Cap period as well as creating the familiar and relaxed feeling

19. PROMOTION
EVENT
• “Light-off” event inspired by the lack of
electricity situation in the Bao Cap
period, whereby motivating people to
spend more time sharing with each
other
• Acoustic night with the traditional
concept “Đêm văn nghệ”
SALES PROMOTION
• Celebrate the traditional days
which seemingly to be
forgotten among the youth and
adults

20. PRICE PRICE
• Cong’s pricing strategy is to be on par with chains like The Coffee House and Highlands. For
example, its “ca phe sua da” is priced the same as Highlands’ and TCH’s.
35k 35k 35k
• On the other hand, Cong’s price is higher than sidewalk coffee shops as the chain wants to
convince current “via he” drinkers to pay a bit more to have much better experience -
center locations, service and quality of drinks.

21. THANK YOU!
The Four Team
Chris Viet Linh - Anh Nguyen - Hoai Thuong - Ngoc Thao