Highland Coffee Launching Plan by Cuong KhongCuong Khong
The document provides a market analysis and marketing plan for a new Highlands Coffee location in HCMC. It includes a PEST analysis of the coffee industry in Vietnam, identifying strengths and weaknesses. A SWOT analysis notes Highlands' brand equity but also competitive pressures. Market research involved customer segmentation and identifying needs. The marketing plan proposes products and pricing, and discusses promotion strategies like discounts and games. It provides financial projections and recommendations to address issues like long wait times.
Highland Coffee Launching Plan by Cuong KhongCuong Khong
The document provides a market analysis and marketing plan for a new Highlands Coffee location in HCMC. It includes a PEST analysis of the coffee industry in Vietnam, identifying strengths and weaknesses. A SWOT analysis notes Highlands' brand equity but also competitive pressures. Market research involved customer segmentation and identifying needs. The marketing plan proposes products and pricing, and discusses promotion strategies like discounts and games. It provides financial projections and recommendations to address issues like long wait times.
IDEA CONCEPT DIGITAL MARKETING PLAN Café Highlands CoffeeKent College
IDEA CONCEPT DIGITAL MARKETING PLAN Café Highlands Coffee Team: Phương Linh – Thùy Dương
Kent International College – www.kent.edu.vn
GV hướng dẫn: Nguyen Huu Phat
Hochiminh City, Dec 2011
Highlands Coffee aims to be the leading high-grade retail coffee brand in Vietnam. This report analyzes external factors affecting Highlands Coffee's strategy at one of its popular locations in Hanoi. It summarizes the shop's target customers as young professionals and foreigners, and customers' expectations of high quality drinks in a comfortable atmosphere. It also outlines the competitive coffee shop market and Highlands Coffee's positioning as a premium brand offering specialty coffee and ambiance. The report provides recommendations to improve service quality and address bottlenecks.
The document summarizes market research findings on demographics, media consumption habits, and advertising strategies in Vietnam as they relate to the banking/finance sector. It finds that television is the most popular and effective advertising medium, with the majority of bank advertising budgets spent on TV. Print media and websites are also commonly used. The target demographics are urban populations under 30 and more affluent segments.
This document outlines the agenda and objectives for a CEO party being held by ANZ bank. The objectives are to help launch ANZ's premium services worldwide, illustrate ANZ's brand positioning through a demonstration party, and further establish ANZ's unique image among elite target audiences. The party will be held at the Park Hyatt in HCMC from 6-9PM for 200 VIP guests, including ANZ customers, potential customers, government and business organizations, and media partners. The event will include decorative branding, an opening ceremony with ballet, a product launch speech, food and drinks, lucky prize drawings, and closing speeches and performances.
This document provides a recommendation for an ANZ Credit Card promotion campaign in Ho Chi Minh City, Vietnam in July 2010. The objectives are to encourage use of banking cards generally, enhance the ANZ brand, and promote ANZ's credit card promotion program. The promotion would take place over three days at a department store, using focused activities like lucky games and music to tie the ANZ credit card brand to modern life in consumers' minds and position ANZ as a top banking card service. Decorations and materials would highlight ANZ's credit card benefits of being safe, simple, convenient, and fast.
The document summarizes the opening ceremony plans for ANZ Bank's new office in the Kumho Asiana Saigon Building. The theme is "Sailing the Blue" and decor will feature a blue and white color scheme with sail-shaped designs and ocean motifs. The ceremony will include speeches, a ribbon cutting, dancing, finger foods, and door gifts shaped like yachts in bottles. The goal is to celebrate the new building, logo, and horizons for ANZ Bank in a fun, interactive event evoking images of smooth sailing.
This document provides information about an upcoming youth festival in Vietnam called "Color of Youth". The 3-day festival will take place at multiple venues in Ho Chi Minh City and target students and pupils to promote messages of youth, dreams, community, and environmental protection. Activities at the festival will include graffiti, face painting, dancing, camping, and distributing self-destructing bags. The event aims to strengthen brands' relationships with youth and convey brands' messages through product placements, promotions, and integrated marketing communications including TV, radio, print, and online coverage. Operations will be managed across various art, sports, and music activities.
The document provides details on planning an event to launch Standard Chartered Bank's International Visa Debit Card (SCB IVDC) targeting Vietnamese business elites. The objectives are to introduce the new card, promote SCB's superior services, and strengthen relationships with elite customers. The event will be held at Legend Hotel Saigon and include welcoming guests, performances, a ceremony to launch the card, and entertainment. Decorations and activities are designed to emphasize SCB's history and convey that their services are naturally for the elite.
Quan Viet Communications Company Credential (English Version)HD Saison
The document summarizes the services provided by a Vietnamese marketing and events company established in 2007. In 3 sentences:
The company has over 20 management staff with 15+ years of experience working with major international brands. They offer a range of services including concept development, TV and digital content production, brand activation events, and planning large community events. Some of their past projects include producing TV game shows, reality shows, and coordinating brand launch ceremonies and charitable runs.
IDEA CONCEPT DIGITAL MARKETING PLAN Café Highlands CoffeeKent College
IDEA CONCEPT DIGITAL MARKETING PLAN Café Highlands Coffee Team: Phương Linh – Thùy Dương
Kent International College – www.kent.edu.vn
GV hướng dẫn: Nguyen Huu Phat
Hochiminh City, Dec 2011
Highlands Coffee aims to be the leading high-grade retail coffee brand in Vietnam. This report analyzes external factors affecting Highlands Coffee's strategy at one of its popular locations in Hanoi. It summarizes the shop's target customers as young professionals and foreigners, and customers' expectations of high quality drinks in a comfortable atmosphere. It also outlines the competitive coffee shop market and Highlands Coffee's positioning as a premium brand offering specialty coffee and ambiance. The report provides recommendations to improve service quality and address bottlenecks.
The document summarizes market research findings on demographics, media consumption habits, and advertising strategies in Vietnam as they relate to the banking/finance sector. It finds that television is the most popular and effective advertising medium, with the majority of bank advertising budgets spent on TV. Print media and websites are also commonly used. The target demographics are urban populations under 30 and more affluent segments.
This document outlines the agenda and objectives for a CEO party being held by ANZ bank. The objectives are to help launch ANZ's premium services worldwide, illustrate ANZ's brand positioning through a demonstration party, and further establish ANZ's unique image among elite target audiences. The party will be held at the Park Hyatt in HCMC from 6-9PM for 200 VIP guests, including ANZ customers, potential customers, government and business organizations, and media partners. The event will include decorative branding, an opening ceremony with ballet, a product launch speech, food and drinks, lucky prize drawings, and closing speeches and performances.
This document provides a recommendation for an ANZ Credit Card promotion campaign in Ho Chi Minh City, Vietnam in July 2010. The objectives are to encourage use of banking cards generally, enhance the ANZ brand, and promote ANZ's credit card promotion program. The promotion would take place over three days at a department store, using focused activities like lucky games and music to tie the ANZ credit card brand to modern life in consumers' minds and position ANZ as a top banking card service. Decorations and materials would highlight ANZ's credit card benefits of being safe, simple, convenient, and fast.
The document summarizes the opening ceremony plans for ANZ Bank's new office in the Kumho Asiana Saigon Building. The theme is "Sailing the Blue" and decor will feature a blue and white color scheme with sail-shaped designs and ocean motifs. The ceremony will include speeches, a ribbon cutting, dancing, finger foods, and door gifts shaped like yachts in bottles. The goal is to celebrate the new building, logo, and horizons for ANZ Bank in a fun, interactive event evoking images of smooth sailing.
This document provides information about an upcoming youth festival in Vietnam called "Color of Youth". The 3-day festival will take place at multiple venues in Ho Chi Minh City and target students and pupils to promote messages of youth, dreams, community, and environmental protection. Activities at the festival will include graffiti, face painting, dancing, camping, and distributing self-destructing bags. The event aims to strengthen brands' relationships with youth and convey brands' messages through product placements, promotions, and integrated marketing communications including TV, radio, print, and online coverage. Operations will be managed across various art, sports, and music activities.
The document provides details on planning an event to launch Standard Chartered Bank's International Visa Debit Card (SCB IVDC) targeting Vietnamese business elites. The objectives are to introduce the new card, promote SCB's superior services, and strengthen relationships with elite customers. The event will be held at Legend Hotel Saigon and include welcoming guests, performances, a ceremony to launch the card, and entertainment. Decorations and activities are designed to emphasize SCB's history and convey that their services are naturally for the elite.
Quan Viet Communications Company Credential (English Version)HD Saison
The document summarizes the services provided by a Vietnamese marketing and events company established in 2007. In 3 sentences:
The company has over 20 management staff with 15+ years of experience working with major international brands. They offer a range of services including concept development, TV and digital content production, brand activation events, and planning large community events. Some of their past projects include producing TV game shows, reality shows, and coordinating brand launch ceremonies and charitable runs.
3. Tóm tắt sự kiện (Event details) Nội dung sự kiện: KHAI TRƯƠNG PHÒNG GIAO DỊCH QUẬN 7 NGÂN HÀNG LIÊN DOANH VIỆT THÁI Địa điểm và thời gian: Ngày 05/07/2010. Địa điểm: 1445 Huỳnh Tấn Phát – Phòng Giao Dịch Quận 7 VSB Thời gian: từ 7h30 – 10h30, Khách mời: 50 khách mời Chính quyền địa phương Nhà đầu tư, cổ đông, đối tác Giới truyền thông
4. Ý tưởng chủ đạo (The Ideas) Thịnh vượng Ấm no Chuẩn mực
13. Menu thức ăn nhẹ (Finger food menu) Option 1 Tea/ Coffee / Soft drink & Purify water Assortment Mini Bite Size Sandwiches: Tuna & Sweet corn, Egg & Cress, Ham & Cheese, Egg & Bacon Mini Croissant with Cold Cuts Danish Nut Choclate Danish Cream Cheese Assortment of Cookies Fresh Cut Fruits. Option 2 Tea / Coffee / Soft Drink & Purify Water Assortment Mini Bite Size Sandwiches: Tuna & Cucumber, Ham & Pickle, Ham Salad, Sausage & Egg Mini Ham and Cheese Croissant Mini Cherry Danish Mini Apple Danish Assortment of Cookies Selection of fresh fruit
14. Menu thức ăn nhẹ (Finger food menu) Option 3 1. Tea / Coffee / Soft Drink & Purity Water 2. Assortment Mini Bite Size Sandwiches: Chicken Salad, Ham & Mustard, Egg Mayonnaise, Cheese & Pickle Mini Banana Muffin Mini Orange Muffin Mini Raisin Danish Chocolate Nut Danish Selection of Fresh fruit Skewer