To implement the marketing Strategies, we divide them into 3 phases corresponding to 3
Marketing Objectives which already presented.
Phase 1: The first stage is the introduction and launch of the product to the market. Marketing
activities will focus on bringing products to customers. First, we will be using social media
platforms, fan pages, websites to introduce “Drip bag coffee” to the customer. This marketing
activity will be executed regularly every month. At TCH stores will using banners, ads to
increase the product awareness. Second, a promotion program at The Coffee Store – when
customers order 1 product in the coffee section, they will receive a sample of “drip bag coffee”.
We also sent the new product to our loyal customers, YouTubers, kols, football players and using
their strength to push the product ‘image. In this phase, we will collaborate with Rapper Denvau
as a representative promoting the products.
Phase 2: After 6 months launching and promotion the product, The Coffee House not only will
increase sale to higher level but also implement the Social Mission “The Magic Bean”. In this
phase, we will co–operate with Miss Universe VN H’Hennie – who was born and raise in Tay
Nguyen – a land of Coffee to carry out the Social Mission with TCH. Continuing TCH’s
marketing tradition, we will be making short film about the product and contain the social
mission. Besides that, a “The magic Bean” campaign will be performed in every TCH store to
implement the Social Mission.
