Vinacafe wants to use its heritage of being authentic since 1968 to position itself as a coffee that creates a nostalgic "CHAT" lifestyle for young adults. On its fanpage, it tells the story of its brand through pictures and posts with a sincere, experienced tone of voice. However, it is not clear how the "CHAT" lifestyle connects to the brand's heritage. It engages audiences well but could drive more traffic to the page by setting up campaigns related to current events. Nescafé aims to make people love the brand and see it as a coffee for sharing. On its fanpage, it provides tips for enjoying life and active living with a young, lively tone. However, the fanpage content does

1. FANPAGE REVIEW
G7 | Nestcafe | Vinacafe
Nguyen Tran Quoc Thinh
Ho Tan Hung
Huynh Hanh Nguyen
Pham Thanh Hung

2. Instant coffee Overview

3. Outline
1)Current situation
2) Why they enter in Fan page ?
3) What they want to do from Fan page ? (Business Challenge, Marketing objective, Communication
objective, Target audience, Communication mission on Fan page)
4) How they do on Fan page?
4.1 Content analysis: (Content category; Tone of voice; Tactics)
4.2 Wow point
4.3 Worst point
4.4 Demonstration figures
5) Who is the champion?
6) Recommendation

4. Current Situation

5. Annual revenue achieved a stable growth over
recent years with:
• USD 108 million in 2009
• USD 109 million in 2010
• USD 122 million in 2011
• USD 130 million in 2012
 CARG = 6.9%/year
 The key to win the instant coffee market is
the domination of 3 in 1 instant coffee

6. 82%of the total market share is belong
to the big three players: G7 (Trung Nguyen),
Nescafe and Vinacafe …
(Euromonitor, 2011)
THE RED MARKET with many competitors from
both domestic and foreign competitors (at least 7
considerable players such as G7 (Trung Nguyen),
Vinacafe, Nescafe (Nestle), Rock Café, MacCoffee
… )
 It is necessary for those big three players
enhance their marketing activities to create a
strong brand equity in customer minds.
70%and down to of the total market
share due to the evasion of foreign brands
(W&S, 2012)

7. Why do they enter in
Fanpage?

8. Based on data from INTERNETWORLDSTATS 2012
Target customer

9. Analysis
Oops! This part need more focus. It is gonna be a little rough
G7
Nestcafe
Vinacafe

10. What do they want to do on
Fanpage?
Business Challenge • The outlet networks is evaded by Highland Coffee and in term of modern trade
distribution, they are in disadvantage positing compared to Nescafe due to their
poor promotion programs
• Finally, they are struggling in the way to link the functional aspects of a coffee
beans to the brands.
Marketing Objective Positioning as the coffee for creativeness, the drinks for the brain, not for stamatch, G7
Trung Nguyen try pull customers to them for enjoying the functional benefit of a coffee
bean (creativeness)  win the battle
Communication Objective Via its message “Khi cần sáng tạo hãy chọn Trung Nguyên”, they try to create the belief
that the coffee beans can functionally generate creativeness
Target audience 18-40 years, both male and female (prefer male), office staffs, student, supervisor …,
patriotism, national spirit, big aspirations, Vietnamese people should use Vietnamese
product
Communication mission on
Fanpage:
- Recruit more fans to let more people enjoy creativeness
- Understand and believe in brand message
- Create habit to drink coffee for creativeness

11. How do they do by
using their contents?

12. 1CONTENT
ANALYSIS

13. INSPIRATION PICTURES
(32%)
MINIGAME CONTEST
(35% posts)
TIPS FOR COFFEE USAGE
(7% posts)
CORPORATE NEWS and TVC
(15% posts)
RELAXATION AND OTHERS
(13% posts)
 Types of content:

14.  Diversified tone of voice:
Strong, masculine, clear, definitive … Normal, a little bit feminine, clear,
long, romantic …

15. Story, corporate news: max 2800 characters
Hot topic: World Cup mini game: max 1300
characters
Pictures, promotion, new products …: max
750 characters
From 1 Jan to 9 Jun:
Contents couldn’t generate likes from fans
From 9 Jun to 9 Jul:
Contents generate a considerable likes from
fans
 Challenge: what will happen after World
Cup finish?
Avg. Fan Recruitment:
1,224 likes/day
“Unbelievable …”
Source: Fanpage Karma

16. Works with pictures are good,
but those others are so bad
Source: Fanpage Karma

17.  Picture analysis
 Displayed picture do not reflect the brand essence about creativeness
 The content and picture are also unparalleled, the picture do not support for the content
How about these things ?
At lease, they are good at
reflect the brand essence,
but there are only about 2
or 3 things like this from the
beginning of this years

18.  Hot topic:
• Mostly World Cup Mini Game can generate lots of reactions
• The rest were around only 50 likes or less
Hot topic: World Cup Mini game
[CÙNG TRUNG NGUYÊN THỬ TÀI TIÊN TRI
BÓNG ĐÁ]Activities focus on building brand equity are almost ignored,
“IS IT REACHED TO ANYONE?”
Source: Fanpage Karma

19. Try to position G7 is the drink for creativeness …
… however …
Not many
people think
coffee is need
for creativeness
Source: Fanpage Karma

20. 2AUDIENCES
ENGAGEMENT

21. Post rate:
A regular poster
(around 1.4 posts/day)
G7 coffee is a regular poster but unfortunately … they choose the wrong days
“SHOULD BE ON WEDNESDAY, TUESDAY IS ALSO OKAY BUT THEY JUST BE THE SECOND”
2 G7 Facebook???
Who is the truth???
Source: Fanpage Karma

22. DATA UNAVAILABLE ???
G7 coffee is trying to
keep up with fans
(53.3% fan post
receiving) but …
… their response time
is around 172.1
hours
Source: Fanpage Karma

23. 3WOW POINTS
WORST POINTS

24. WOW POINTS Avg. Fan Recruitment:
1,224 likes/day
“Unbelievable …”
At least, G7 choose the second
hottest day (Tuesday) to interact …
Source: Fanpage Karma

25. WORST POINTS
• The level of service is low
• The time to response fan is very late
• The variety of topics prevent to create a brand
awareness (both brand recognition and brand recall)
in customer’s perspectives
• The brand essence about creative coffee do not
create an impression in customers minds, the way
they impress the idea is also vague
• The pictures they use to too common to distinguish
those from G7 or other brands
• Many topic couldn’t generate actions from fan, but
the topic about World Cup (do not contribute to build
brand)
• Wrong day choice to focus on posts.
• There are some negative posts in G7 fan page but
receive no actions from fan page admins, even delete
it …
• Contents of other post types is poor for both quality
and quantity
 ALL SUCK!!!
… although choosing the
wrong day to put the most
effort is bad already
Video content
is poor
Source: Fanpage Karma

26. What do they want to do on
Fanpage?
Business Challenge VinaCafe has the product made from 100% coffee bean , but the consumers
now familiar this character with the other competitors’ VinaCafe must
strengthen its characteristic by using It heritage value. “ Authentic since 1968
Marketing Objective Use Ownership competency “authentic since 1968” to make a new character
for the brand. Make the youngsters understand the value of heritage
Communication Objective Increase brand awareness through giving consumers a story about heritage (
website). Let them involve in the story every day ( fanpage’s new posts)
Create a “ Chat” lifestyle for young adults
Target audience 18-35 years
Love café, love the simple but elegant lifestyle, the nostalgia.
Communication mission on
Fanpage:
- Recruit more fan to let them involve in the story of VinaCafe
- Understand let them understand the story of VinaCafe and brand value
which are authenticity and heritage.
- Create a life style so called “ CHAT”

27. How do they do by
using their contents?

28. 1STRATEGY

29. Facebook
fanpage
Events
TVC
Website
“CHAT thoi
gian”
Photo Contest
“CHAT thoi gian” photo contest will attract
viewers to like, comments and share on
Facebook
Use the sincerity and
authenticity to make viewers
know the story behind the
brand. Drive them to Facebook
fanpage and the contest
Facebook fanpage will pull users to
attend in their story by posting
everyday. Use storytelling technique
and the
“ CHAT thoi gian” photo
contest and exhibition in
HCMC
TVC focus on authenticity
How the coffee were made
The coffee made of 100% coffee bean
are link to the heritage of the roasting
process

30. 2CONTENT
ANALYSIS

31. INSPIRATION PICTURES PHOTO CONTEST
CORPORATE NEWS and TVC
RELAXATION AND OTHERS

32. Tone of voice: male voice, sincere, experienced, deep.
Type of posts: [ buổi sáng của CHẤT] [CHẤT cà phê] [Sống thật CHẤT] [Lựa chon của CHẤT]
[ Cảm hứng CHẤT] [Cuồng nhiệt CHẤT] [CHẤT cười chút chơi] [ Hãy yêu Việt Nam thật CHẤT] and no title
posts
Content: nostalgic, positive, inner world, just simple thing happen in our life, story telling technique.

33. • Diverse lengths of post
• Most of them include
pictures.
• Links and videos have low
reactions.
Source: Fanpage Karma

34. Source: Fanpage Karma

35. Picture analysis
Those are beautiful,
careful edited. Tagged
with a logo “CHAT –since
1968”
Do those pictures really
match the mood stream
of the fanpage?

36. Hot topic
Weak topic
Simple, authentic,
sincere stories. The
picture match the mood
of the content.
Is it related to the mood?

37. 3AUDIENCES
ENGAGEMENT

38. It is hard to find this page
unless the viewers are driven
from website or the other
sources.
Source: Fanpage Karma

39. Because the characteristics of the posts are
defined by the page, it is hard for the fans to post
anything out of topic to get like, or comments.
The average time until response is 12.1 hours.
Most of the comments are related to the
users’ emotional opinions, it is considered
acceptable with this time.
Source: Fanpage Karma

40. 4WOW POINTS
WORST POINTS

41. WOW points
• High quality posts, pictures.
• Lack of commercial posts in the fanpage.
• Make the content natural, encourage people to share their points of view.
• Do well its role in the overall marketing campaign.
• CHAT becomes a unique part of the fanpage not only just a fanpage’s name.

42. WORST points
• So … what is CHAT? ( authenticity. Heritage, honesty, stylish..)
• how “CHAT” life style link to the “ Heritage”
• Overuse “CHAT”
• Limit the contents which are all about “ CHAT”

43. What do they want to do on
Fanpage?
Business Challenge 3in1 has done a great job in selling coffee.
But failed to create an emotional connection with people.
Marketing Objective Make people love Nescafe and believe that Nescafe is coffee of sharing
Communication Objective Create “Yêu lắm hạt cà phê”(localization)
“Lắng đọng trong mỗi ly café là một tình yêu sâu sắc dành cho hạt café
Việt Nam”
Target audience 18-35 years
Communication mission on
Fanpage:
- Recruit more fan
- Understand brand and love brand
- Driving habit into drink Nescafe (twice per day)

44. How do they do by
using their contents?

45. 1CONTENT
ANALYSIS

46. Content category:
• 15%: News/ Brand information
• 70%: Tips for enjoy living & working
• 15%: Activities (contests + supporting
activities)
Tone of voice:
- Young, lively
- Sincere, soft
- feminine, “ life is PINK”
Activities (contests +
supporting
activities)
Tip for enjoy living,
tips for live active
News/ Brand
information
Tips for enjoy living & working as following:
- Khỏi đầu ngày mới
- Tỉnh táo và phấn khởi
- Động não, giải trí
- Lưu ý sự kiện
- Yêu đương, hò hẹn
- Tách café (hình tượng ly đỏ)

47. Tactics:
• FANS’ ACTIVE HOURS: 9am, 2pm and 9pm.
• NUMBER OF POST PER DAY: 1 post per day
• TIME FOR POST: is it right time?
Source: Fanpage Karma

48. -Response rate with fan (fan post on
timeline)
-Respone frequency
Tactics:
-Service level (the likelihood of fan
post with like and comment)
20.2%
22.3%
7.4%
7.4%
42.6%
Source: Fanpage Karma

49.  Top posts
- Pics are ugly
- Status is about company or product
 Weak posts
- Pics are creative and beautiful
- Status is about caring, loving
Source: Fanpage Karma

50. Nescafé prefers using pictures than videos,
links but it’s effective to make high
engagement.
Source: Fanpage Karma

51. The colors and the contents of the pictures
suitably demonstrate and match the
statuses which are related to
joy, relaxing
 Picture analysis

52. 2WOW POINTS
WORST POINTS

53. - Optimize the image of Nescafe cup for any interesting subject of Target customer with very creative way
- Utilize the special day and link to Nescafe emotionally
WOW points

54. The content of Fan page did not support the message of marketing campaign in the real time
-------> sometimes the customers are confused and did not remember brand personality.
- Repeat picture used on Fan page
Communication objective
VS
Facebook content
WORST points

55. Demonstration figures

56. Source: Fanpage Karma

57. It seems to be that NESCAFE leads at all. But does NESCAFE win the battle ?
Source: Fanpage Karma

58. Source: Fanpage Karma

59. Source: Fanpage Karma

60. Post interaction
No. of post
Vinacafe is more active than Nescafe
Nescafe is higher interaction than Vinacafe
Source: Fanpage Karma

61. Engagement
Vinacafe is higher than Nescafe Source: Fanpage Karma
Ad value
Actual, Vinacafé win the Battle
Source: Fanpage Karma

62. RECOMMENDATIONS
CONTENT
• Think again about the objective: “is it true that coffee can functionally generate creativeness?”
 Whether the objective is SMART? If not, change the strategy, focus more the emotional aspects of how coffee can help us think more
creatively, inspiring us more when we do things
• The pictures, the wordings must be used in the creative way, must create the feeling that there is only one place which is G7 can
provide those pictures, can’t find in any other place
• Develop more photo collection about creativeness, creativeness can be anything around us, not only coffee but G7 will let you more,
inform you more about something you never know before about your life
• Develop creative contest, invite people joining the trip to learn more about coffee
• Tone of voice should be more focus on, whether male of female, and it must be absolutely suitable with the post contents
 G7 FAN PAGE RIGHT NOW DO NOT HAVE THEIR OWN CHARACTERISTICS IN TERM OF THEIR POSTS, THEY ARE SIMILAR TO OTHERS 
HOW CAN THEY MAKE PEOPLE REMEMBER ABOUT G7 FANAGE ???
 THEY NEED TO CHANGE IT, CHOOSE ONLY ONE MAIN CONCEPT, AND EVERY OTHER THINGS MUST BE DEVELOP AROUND THAT
CONCEPT

63. RECOMMENDATIONS
• Increase the responding time, service level
• Pay more attention to negative posts, need to do some actions (leading conversation, explain,
remove …)
• Still focus on Tuesday but use the most efforts on Wednesday
• Do something with the fake G7 fan page
• Try to create more activities focus on building brand equity and generate more reactions from
fans
CUSTOMER ENGAGEMENT

64. RECOMMENDATION
• Set up up-to-date campaign or promotion that relates to current social events to
bring new blood to the fanpage. (music video contests)
• Encourage users to share the pictures by give messages in the pictures
• Redefine the meaning of “CHAT”. Use it appropriately.
• Some content can be explored: review new coffee shop ( that use VinaCafe product,
how to make a good cup of coffee,..)
• Use new material to put in the content instead of those related to “ CHAT”. This one
is not straightforward; however, it is necessary to create a new path for the content
to maintain and gain more viewers in long term, compared to Nestcafe fanpage’s.

65. RECOMMENDATION
• Content in fanpage must support for the communication strategy.
• Increase post frequency from 1 post/ day to 3-5 posts/ day
• Explore more new material to enrich the content because of the potential in
maintaining and gaining more fan in the future. Therefore, the creativity of
the posts must inspire viewers. Can use some websites to support the posts.
(Pinterest, Youtube,…)

66. THANKS FOR YOUR LISTENING!