STARBUCKS IN VIETNAM

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

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

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.

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

 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

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

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%

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

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

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

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

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

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

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

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

ViẾT 1 CÁI J ĐÓ LÊN NÀY
COMMUNICATION
STRATEGIES

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

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

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