Starbucks is launching its marketing plan to enter the Vietnam coffee market. The document outlines Starbucks' history and profile, including its mission and vision. It then discusses Starbucks' product offerings and positioning as a premium brand. The document also analyzes Starbucks' competitors in Vietnam and provides details on pricing, distribution, and communication strategies to be implemented in Vietnam, such as using rewards programs, social media, and events. It concludes with Starbucks' goals for long-term growth in Vietnam and a proposed marketing expense budget.

1. STARBUCKS IN VIETNAM

2. GROUP 3 - KAKAKA
Lecturer:
Mr. Son
Group member:
Le Quynh Anh
Nguyen Phuong Uyen
Le Thi Truc Ly
Quach Minh Thanh

3. Contents
The marketing plan is executed for Starbucks Coffee in Vietnam market.
Contents 1 STARBUCKS PROFILE
Contents 2
Contents 3
Contents 4
Contents 5
Contents 6
Contents 7
PRODUCTS
SEGMENTATIONS
PESTEL & SWOT ANALYSIS
MARKETING STRATEGIES
LONG TERM FORECAST
MKT EXPENSE BUDGET

4. STARBUCKS PROFILE
HISTORY
FOUNDED FOUNDER NAME LOGO
 March 30, 1971
 In Seattle,
Washington
 Jerry Baldwin
 Zev Siegel
 Gordon
Bowker
 First mate of
Herman Melville’s
Moby Dick
Novel
 From Greek
mythology.

5. STARBUCKS PROFILE
 Còn thiếu – có thể tự nghĩ
thêm vô
BIZ ACTIVITIES
SCOPE
MISSION
VISION
 20,891 stores in 62
countries. (thiếu năm nào)
 “To inspire and nurture the human spirit
– one person, one cup and one
neighborhood at a time.”
Serve hot and cold beverages, whole-bean
coffee, micro-ground instant coffee, full-
leaf teas, pastries, and snacks

6.  The largest domestic coffee
brand within Vietnam.
 Exporting its products to more
than 60 countries.
 A brand of Viet Thai
International Joint Stock
Company (VTI).
 Roasting and serving the finest
coffee.
COMPETITORS

7. STARBUCKS PRODUCTS
DEFINITION
 Offering a range of exceptional products in
stores, at home, and on the go.
COFFEE
More than 30 blends and single‐origin
premium coffees

8. STARBUCKS PRODUCTS
• Handcrafted Beverages
Fresh‐brewed coffee
Hot and iced espresso
beverages
• FRANSHISE
Coffee and
tea‐brewing equipment
Mugs and accessories
• FRESH FOODS
Baked pastries,
sandwiches
Yogurt parfaits,
fruit cups
• Starbucks®
Ice Cream
Super‐premium coffee
Coffee‐free flavors
15%
45%
50%
27
%
53%
45% 25%
13%

9. POSITIONING
STARBUCKS
A premium product
A high standard
Innovative products
An excellent service
High
HighLow
LowQuality
Price

10. WHAT ARE PEOPLE SAYING
ABOUT STABUCKS?
14%
9%
21%
30%
11%
6%
5%
4%
Regular Stop Expensive
Love Specialty Drinks Good Experience
Evil Corp. Bad Coffee
Bad Experience Other positive

11. Pricing Strategies
Value-based pricing
Psychological pricing
Product-line pricing
STARBUCKS PRICES

12. STARBUCKS PRICES
IN VIETNAM
•TALL •GRANDE
100,000 VND
•VENTI
110, 000 VND
•TRENTA
80,000 VND15%
45%
50%
27%
53%
45% 25%
13%

13. DISTRIBUTION SYSTEMS
Frappuccino
Vincom B
Center
Store size :
30-50m2

14. COMMUNICATION
STRATEGIES
Jan Feb Mar Apr May Jun July Sep Oct Nov Dec
Planning
Apply MKT Strategies
Launch products
Concetp testing
Milestone
18-month schedule highlights
Isolate timing dependencies critical to success

15. FREE WIFI ALL DAY STARBUCK CARDS
REWARDS
-> GOLD CARD
COMMUNICATION
STRATEGIES
ViẾT 1 CÁI J ĐÓ LÊN NÀY

16. ViẾT 1 CÁI J ĐÓ LÊN NÀY
BILLBOARD PRINTS SOCIAL
NETWORK
COMMUNICATION
STRATEGIES

17. ViẾT 1 CÁI J ĐÓ LÊN NÀY
COMMUNICATION
STRATEGIES

18. COMMUNICATION
STRATEGIES
EVENTS
Party for celebrities
Kiếm cái j chém vô thêm
ViẾT 1 CÁI J ĐÓ LÊN NÀY

19. 1 2 3 4
 Express
confidence in
new market.
 Surpass the
target
 Have hundreds
of Starbucks
stores
R&D
LONG- TERM FORECAST

20. VND -
VND 50,000,000
VND 100,000,000
VND 150,000,000
VND 200,000,000
VND 250,000,000
VND 300,000,000
VND 350,000,000
VND 400,000,000
Quarter 3 Quarter 4 Total
Promotion
Ads
PR
Distribution
MARKETING EXPENSE
BUDGET