The Assignment on analyzing Brand Positioning and Brand Kye of Cộng Cà Phê of Young Marketers Elite Development Program Season 7

1. Ngoc Nhon . Xuan Vinh . Bao Khanh . Ngoc Phuoc . Hoang Hai

2. 02
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03
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3. These are shops that
customers come to
mostly for the drinks.
This group now sells
mostly on delivery
application.
Milktea Shop
Takeaway coffee
These are workshops that
supplies the customers with
360-degree material like
environment, interior, plug-ins
to support their working.
Coffee workshop
Shops in this group focus
more on their image and the
feeling that they have when
they goes into and buy the
product.
Lifestyle Shop
Boutique Shop
These shops make a
promise to give their
customers a unique
experience, and it’s the
motivation for customer
to find them.
Pet Coffee
Acoustic Coffee
Bed Coffee

4. Customers associates this group with
higher price for drinks.
“Drinks here are always not tasty
enough”.
Customers do not consider these
as a casual place to go.
Customers associates this group with
premium price.
They have low brand loyalty because
customers just come these once for check-in.
Boutique shops have low brand awareness
and differentiation.
Analysis on

5. The concept:
‘Bao Cấp’ period of Vietnam
The quality:
Cộng offers the rightest taste of
Vietnam-original drinks.
The price:
The price here is comparative with
the quality for the value of money.
The interior:
The entire furniture and props make
customers fully feel the old Vietnam spirit
.
Brand-role diversification:
Cộng is not a place only for check-in. It’s a
place for people to gather as well.
Analysis on

6. Born in 1981 – 1990, they are those who has strongly
experienced the transforming era of Vietnam
They experienced the age of ‘Bao Cấp’ or got stick to
the grooves of this age from their family, while also had
to adapt with new lifestyle of the new era
They perceive ‘Bao Cấp’ as the “good old days” when
live was more peaceful and people were calmer despite
harsh condition
The have little connection with the age of ‘Bao Cấp’ yet
the unique lifestyle and values of this age of Vietnam
drive them to exploit and experience

7. When they feel insecure with things
changing so fast
When they are frustratingly in need
of so many things for their family
When they has to compete others to
get higher reward and status
When they feel lost in such hustle
and bustle life
They wake up early in the morning
Get a cup of coffee at a local vendor
Take a smoke
Open and read the newspapers
Chat with friends
Enjoy the fresh atmosphere
They are often called as ‘Early Bird’
The conflict of the primary target

8. Such iconic age had ‘nothing’
There was no money to desire
There was no ‘high-level’ needs to
be worried about
There was no competition to hustle
There is just love, care and compassion,
from human to human
There is just community spirit
There is just calmness
And we often call this age as
‘Bao Cấp’

9. We are born to witness the transformation with rapid changing things that
make us sometimes feel stressful and insecure.
To relieve ourselves, we step back and get stick to the old grooves of a unique
Vietnam period as the anchor of calmness.

10. Cộng offers a place for you to get-away from the
stressful and insecure modern life by bringing back to
life the calmness of the ‘Bao Cấp’ period of Vietnam,
embracing every old ritual and community spirit.

11. Release from the modern
life with so much stress
and insecurity
‘Transformation’
Generation who stick to
the old grooves of ‘Bao
Cấp’ period yet try to
adapt to new lifestyle
of modern age
Bringing back to life the
calm and care-free
values of the ‘Bao Cấp’
period of Vietnam
The consistency in
building product
(Signature Coconut
Coffee), service,
decoration, following
the concept of ‘Bao Cấp’
period

12. The well understanding and
respect for the ‘Bao Cấp’
period of Vietnam
Coffee shops that offer:
- Unique Experiences
- Self-Image Embracing
We are born to witness the
transformation with rapid
changing things that make us
sometimes feel stressful and
insecured.
To relieve ourselves, we step
back and get stick to the old
grooves of a unique Vietnam
period as the anchor of
calmness.
The calm and
care-free values
of the ‘Bao Cấp’
period of Vietnam
Relieve selves
from the stressful
and insecure
modern life
Calm
Care-free
Caring
Authentic
Respectful
The consistency in building
product (Signature Coconut
Coffee), service, decoration,
following the concept of ‘Bao
Cấp’ period
Primary Target:
Early & Mid Millennials -
‘Transformation’ Generation
Secondary Target:
Late Millennials &
Centennials & Travelers –
Uniqueness-Seekers

13. PRODUCT PRICE PROCESS
PLACE PEOPLE & PHYSICAL EVIDENCE PROMOTION

14. 1. Create a signature menu.
1. Follow the ‘Bao Cấp’ period concept in product development.
PRODUCT
● Products made from pure Vietnamese ingredients
(coffee, green beans, ..) and folk (shrimp noodles,
bread).
● The accessories and souvenirs are also inspired by
the concept
● Cong's packaging also embraces the concept when
using traditional coffee cups

15. PRICE
● Mid-range and affordable
● Suitable for customers in different segments and
makes the brand more easily welcomed
PROCESS
● Concept "old" but very professional and modern
● Franchise
● Always ensure the quality and keep the old features
at each store.

16. PLACE
68 stores in the world
Domestic: 61 stores (Stretching throughout the country especially in HCM and HN)
Overseas: 7 stores (South Korea and Malaysia)
Ha Noi & HCM
(people are familiar with the Cong brand)
● Wherever you are, there are stores in very good
locations (fronts, crowded ...) or there are shops in the
streets.
=> Change consumer mindset
in other cities
(the brand is not too prominent)
● Locations are easy to find, central facade, attractive,
with lots of traffic
=> Increase brand awareness
You can experience the calmness anywhere, not just in the ancient town or the old streets

17. 1. Things of the past are recreated skillfully and naturally
2. The meticulous in every detail
PEOPLE & PHYSICAL EVIDENCE
● Flower-printed porcelain enamel mugs
● Handwritten menus on a nostalgic brown
background
● The main color is military blue
● Use peacock blankets used for sewing pillows,
suspended incandescent light bulbs, black and
white TV, elephant ears, soldier shirts and mortar
hats hanging on the wall...

18. PROMOTION
Focus mostly on social communication with always-on
content and activations that deliver the get-away value of
Cộng coffee.
There are also frequent activities that align with the concept
of ‘Bao Cấp’ period – Lyrical Music Night, Cong Workshop