GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Trần Lưu Gia Cát Student ID number: 31221022095

Student name: Đặng Bình Phương Duyên Student ID number: 31221022199

Student name: Huỳnh Thục Quyên Student ID number: 31221020373

Student name: Nguyễn Khánh Huyền Student ID number: 31221025077

Student name: Lương Mạch Gia Huy Student ID number: 31221024372

UNIT AND TUTORIAL DETAILS

Unit name: Marketing Planning Projects Unit number: MAN101

Tutorial/Lecture: Highlands Major Project Class day and time: Tuesdays - 12PM
Lecturer or Tutor name: Mr. Tran Ngoc Phu & Mr. Ho Phu Hai
ASSIGNMENT DETAILS

Title: Highlands Coffee Branding Project

Length: 1946 Due date: 15/04/2024 Date submitted: 15/04/2024

DECLARATION
I hold a copy of this assignment if the original is lost or damaged.
I hereby certify that no part of this assignment or product has been copied from any other student’s work or
from any other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in another (previous
or current) assessment, except where appropriately referenced, and with prior permission from the
Lecturer / Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/ produced for me by any other person except where
collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
I am aware that this work may be reproduced and submitted to plagiarism detection software programs for
the purpose of detecting possible plagiarism (which may retain a copy on its database for future
plagiarism checking).

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Student’s signature: Cat
Student’s signature: Duyen
Student’s signature: Quyen
Student’s signature: Huyen
Student’s signature: Huy
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has not
been signed.

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Table of Contents

I. Executive summary 3
III. Market Analysis 4
IV. Situation Analysis 5
1. Company Insights 5
2. Competitor Insights 6
3. Segmentation Insights 8
4. Customer insight 10
V. Strategy Development 10
1. Problem identification 10
2. Opportunity Assessment and Targeting 11
2.1 Strategic Objectives 11
2.2 Communication Objectives 12
3. Branding Strategy 12
VI. Execution Plan 12
1. Big Idea and Key Message 12
3. KPIs 15
VIII. Appendices 17
IX. References 22

I. Executive summary

Highlands Coffee embarks on a strategic branding initiative aimed at redefining its market
presence and fostering deeper connections with its audience. Through comprehensive market
analysis and competitor evaluation, the project identifies key opportunities within Highlands'
brand equity to carve out a distinctive niche. Strategic objectives include revitalization of the
brand's image among younger demographics. Central to the branding strategy is the integration

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of the "Highlands Coffee is Ours" slogan, reflecting a transformative narrative that positions
Highlands as not just a coffee brand, but a symbol of communal ownership and shared
experiences. This transformative journey is emphasized throughout the "Tron Vi Yeu Thuong"
IMC campaign, which spans three months and leverages social media and experiential
activations to reinforce the brand's values and drive engagement. Specific KPIs are established
to measure campaign effectiveness and ensure strategic objectives are met.

II. Introduction

Highlands Coffee, a key player in Vietnam's coffee industry since its establishment in 1999 by
David Thai, embodies a unique fusion of tradition and innovation aimed at redefining the coffee
experience. With a focus on quality, community engagement, Highlands Coffee has become
synonymous with excellence in taste and inclusivity within Vietnamese culture.

Highlands Coffee’s mission is to "Become Vietnam’s most favorite café of taste, affordable,
modern Vietnamese coffee and tea lifestyle experiences to every customer, everywhere, every
day” (Highlands Coffee, 2018). Together with the ambition to "Embrace and Lift up the
Vietnamese coffee culture" hand-in-hand with the strategic vision of "Vietnamese café proud to
serve Vietnamese people", Highlands Coffee is proudly delivering customers countless
memorable experiences every day at more than 779 coffee shops across Vietnam and over 50 in
the Philippines (Highlands Coffee, 2023).

Highlands Coffee positions itself as a Vietnamese brand proudly serving high-quality coffee
alongside delicious food options. Highlands Coffee caters to diverse palates with Vietnamese
classics like Phin filter coffee, alongside international favorites like lattes. For a cool treat, they
offer Blended Freeze drinks with flavors. Tea lovers can choose from Vietnamese staples like
peach tea or oolong tea with buttery lotus seeds.

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Highlands Coffee has revamped its brand to emphasize community-driven focus, incorporating
the message "Highlands Coffee is Ours" to resonate with its Vietnamese heritage. The cafes
now serve as social hubs, fostering interaction and shared ownership (Highlands Coffee, 2022).

III. Market Analysis

According to the BMI, food and beverage industry revenues increase rapidly, reaching more
than 1.400.000 billion VND (Appendix 1). Indicating a significant increase compared to the
previous years. According to a Vietnam report, F&B holds the highest proportion in Vietnamese
spending expenditure, accounting for 35% of monthly spending and 15% of country GDP, this
number is still expected to grow in the upcoming years.

The segment of the population aged 16-30 constitutes roughly a quarter of the nation's total
inhabitants. With this sizable demographic, which serves as a wellspring for development and
fosters innovation within the F&B sector, Vietnam stands on a solid platform for the industry's
future growth. Additionally, young consumers are paramount for Vietnam's F&B sector. The
appetite for dining out among this demographic, particularly in urban centres, is steadily
increasing. This analysis indicates that individuals aged 15-25 present the most vital pool of
potential customers that F&B enterprises should prioritise

However, according to the culinary market business report until the end of 2022, Vietnam has
nearly 338,600 restaurants/cafés, and hundreds of new establishments are opened every day.
Therefore, each enterprise needs to have a special plan in order to be sustainable and
dominate the F&B market.

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IV. Situation Analysis

1. Company Insights

Highlands Coffee's commitment to excellence extends beyond just providing exceptional coffee
and culinary delights—it is deeply intertwined with fostering a sense of community ownership
and pride. As the brand strategically situated itself in bustling urban centers, it does not merely
aim to serve as a coffee destination but as a communal space where locals gather to connect
and unwind.

With the "Highlands Coffee is Ours" campaign, Highlands seeks to reinforce this sense of
belonging, inviting patrons to not only enjoy their favorite brews but to actively participate in
shaping the Highlands Coffee experience. By emphasizing shared values and a commitment to
enhancing the local community, Highlands Coffee aims to elevate its status from a mere coffee
chain to a cherished cornerstone of urban life. Through our proposed marketing solutions, we
will leverage this campaign to further deepen community engagement and solidify Highlands
Coffee's position as a beloved community hub.

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2. Competitor Insights

The table above shows the direct and indirect competitors that Highlands coffee have to face in
terms of coffee, tea, and food product lines. As can be seen from the table, the Food and
Beverage industry is fiercely competitive with more and more new competitors every day. Direct
competitors are those who have similar product lines as Highland, coffee, tea and food.
Besides, Indirect competitors just share tea product lines such as Mixue, Koi, Gong cha,...

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Competitors and Highlands only focus mainly on product introduction and promotions content
but have not created a connection with customers through community engagement campaigns.
Therefore, it is a great opportunity for Highlands to carry out campaigns related to connection.

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3. Segmentation Insights

According to IPOS.vn, there are five popular customer segments of a coffee shop.

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Target customer

The target audience is Gen Z, a student group aged from 18-25, low-income earners in Class C.

They are busy, often juggling commitments, and feel embarrassed to express their care. Gen Z

psychology emphasizes balancing work and relationships, making meaningful connections, and

connecting with family and friends beyond special occasions.

4. Customer insight

By addressing the challenges faced by this audience including limited time, tight budgets and
demand to connect with people around them, we establish an empathy campaign to help Gen Z
connect with people around them and engage with the brand.

- Truth: Expressing love is a natural aspect of life.

- Tension: Gen Z feel embarrassed when expressing their love to their beloved ones.
- Motivation: Gen Z wants to show more love to their relationships.

Our insight for Highlands: “ As a young person, I often do not have many opportunities to
express my love for my family. Therefore, I wish there was a way to help me express my love to
family members easily and reasonably.”

Based on customer insight, we have a strategy approach by creating a product as a gift to help
Gen Z express love to beloved ones.

V. Strategy Development

1. Problem identification

With the new slogan "Highlands is ours", Highlands wants to reposition itself to be more
youthful, friendly, approachable, and create a sense of community among gen Z. However, the

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“ours” in the tagline is not clearly delivered through Highlands marketing activities, thus has not
reached its target customers effectively. Therefore, our campaign needs to clearly identify a type
of “ours” and connect them to gen Z.

2. Opportunity Assessment and Targeting

We choose "family" to be our target audience. We observed that gen Z can easily buy drinks for
themselves, for their lovers to show their love, but they usually forget to buy for their parents, or
brothers, sisters. However, on special occasions they have a high demand for a memorable yet
affordable present for their beloved family members. From that observation, aiming to connect
family members is potential, especially when it aligns with Highlands' core value - connecting
community.

In the current F&B market, most competitors are trying to serve the younger generation, thus
they do not offer suitable yet familiar drinks to the older generation. Also, the prices from direct
competitors such as Phuc Long, Katinat are relatively high, which creates a barrier for
youngsters to buy drinks for their beloved ones.

This unmet need perfectly meets the brand offering. With a well-recognized presence in
Vietnam for over two decades, Highlands boasts a familiar taste with the middle-aged
demographic. Furthermore, Highlands' affordability and its extensive network of nearly 800
stores nationwide ensure accessibility across a vast majority of Vietnamese provinces. This
widespread presence empowers Highlands to shorten the distances and serve as a symbol for
expressing love and care, regardless of geographical separation.

2.1 Strategic Objectives

We have built an IMC Plan in the latter half of 2023 to achieve the following communication of
objectives:

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2.2 Communication Objectives

This campaign aims to create a younger brand image among the target audience’ mind, and
encourage gen Z to express their care to their family.

3. Branding Strategy

For the branding, we will apply an online branding strategy to approach our target audience.

The discussion rate of Highlands among social media is the highest, compared to other major
coffee brands, especially on Facebook. Therefore, we will emphasize this strategy mainly
through the internet. Firstly, the plan starts with a TVC (Appendix 4) explaining the key message
of the campaign. Then, the topic will be discussed among major entertainment Fanpage for gen
Z to raise awareness about the topic. Secondly, a special gift set is announced in every store.
Customers will be encouraged to share their thought or their memorable moment on social
media with hashtag #TronViYeuThuong, through a message tree. Lastly, Highlands will recap
the campaign with meaningful moments from customers to amplify the message.

VI. Execution Plan

1. Big Idea and Key Message

Youngsters from 18-25 are on their way to build their career, thus their time and care spent for
their family decreases significantly. Therefore, they are looking for a convenient and affordable
way to express their love to parents, even when they live far away.

Understanding that, we came up with a big idea “Trọn Vị Yêu Thương”, conveying the message
“Yêu Thương Tròn Vị, Ngọt Đắng Đủ Đầy”. This delivers the message that the bitter taste in
coffee, metaphor for the geographic distance, doesn't diminish the power of love. Instead, it
strengthens the connections deeply inside each family member. Through a flavourful cup of

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Highlands Coffee sent from a family member, we can "taste" their love and feel their care, no
matter how far they are.

2.Integrated Marketing Communication Plan

Phase 1:

The campaign IMC plan for Highlands Coffee is divided into two phases spanning a total of 3
months. Phase 1 runs for 1.5 months, aiming to create a viral effect, capture audience attention,
and inspire customers around the "Yeu Thuong Tron Vi" theme. The key message explores
cherishing the sweet and challenging moments in relationships through the brand experience,
with the key tactic is TVC (Appendix 4) called “Yêu thương đối với bạn mang hương vị gì?”
explaining about the concept of the campaign, linking the diverse aspects of love and emotions
with flavors in drinks.

Tactics include distributing floral crochet cup holders with message tags for customers to write
loving notes (Appendix 5). Customers can receive the message tag and the cup holder by
buying the gift set including a Highlands drink and a random cake (Appendix 6), this gift set can
be purchased both offline and online. We aim to leverage the #TronViYeuThuong hashtag on
social media, and utilizing seeding, ads, influencers, online communities, and social platforms.

Phase 2:

This phase lasts for 1.5 months, focusing on generating opportunities for customers to share
stories of their loving relationships while reinforcing Highlands' core brand values. The
messaging encourages visiting Highlands to nurture bonds over their rich, flavorful coffee and
tea offerings. In-store and online "Messages Tree" activations allow customers to write wishes
and notes for loved ones to hang on trees. The hook "Share your love anywhere anytime with
Highlands" aims to deeply associate the brand with expressing love. Similar support tactics like
seeding, influencer marketing, ads, online communities and social media amplify this phase.

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Overall, this 3-month multi-phase IMC plan takes an emotional marketing approach to
strengthen Highlands' brand affinity.

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3. KPIs

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VIII. Appendices

Appendix 1. Highlands Coffee product portfolio.

Appendix 2. “Highlands Coffee is ours” slogan.

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Appendix 3.

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Appendix 4. TVC storyboard "Yêu thương đối với bạn mang hương vị gì?" (What flavor
does love have for you?)

Scene 1: Opening Scene

- Show different people from various backgrounds and ages

- They all have a thoughtful/pensive expression on their faces

- A question appears on the screen: "Yêu thương đối với bạn mang hương vị gì?" (What flavor
does love have for you?)

Scene 2: Parent's Love = Sweet/Comforting Flavor

- Show a young adult rushing home after work

- Their parent greets them with a warm hug and a hot cup of coffee/tea

- Visual of the steaming cup with a sweet/comforting aroma

- Voiceover: "Tình yêu thương của cha mẹ mang hương vị ngọt ngào, an ủi" (A parent's love
has a sweet, comforting flavor)

Scene 3: Romantic Love = Intense/Passionate Flavor

- Show a couple on a romantic date, gazing into each other's eyes

- They clink glasses of a bold, full-bodied red wine

- Visual of the wine swirling in the glasses

- Voiceover: "Tình yêu lãng mạn tràn đầy nhiệt huyết, cuồng nhiệt" (Romantic love is intense
and passionate)

Scene 4: Friendship = Refreshing/Uplifting Flavor

- Show a group of friends laughing and enjoying each other's company

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- They share and sip from glasses of a refreshing iced tea/lemonade

- Visual of the condensation on the chilled glasses

- Voiceover: "Tình bạn mang hương vị thanh mát, tươi vui" (Friendship has a refreshing,
uplifting flavor)

Scene 5: Self-Love = Indulgent/Rich Flavor

- Show a person taking time for themselves, relaxing with a good book

- They slowly savor a decadent hot chocolate/coffee drink

- Visual of the rich, indulgent foam on top

- Voiceover: "Yêu thương bản thân đong đầy, thỏa mãn" (Self-love is indulgent and richly
satisfying)

Scene 6: Closing Scene

- Show a montage of all the different flavors/ drink types

- Final quote appears: "Yêu thương với mỗi người mang một hương vị khác biệt" (Love has a
unique flavor for everyone)

- End with your brand logo and slogan

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Appendix 5. Floral Crochet Cup Holder with a Message Tag.

Message tag sample

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Appendix 6: Gift set

IX. References

Haivan. (2022, November 14). 5 nhóm đối tượng khách hàng mục tiêu của quán cafe Họ là ai?
Retrieved from https://ipos.vn/khach-hang-muc-tieu-cua-quan-cafe/

HIGHLANDS COFFEE: TỰ HÀO SINH RA TỪ ĐẤT VIỆT, 1999. (n.d.). Retrieved from
https://www.highlandscoffee.com.vn/vn/highlands-coffee-tu-hao-sinh-ra-tu-dat-viet-1999.html

Highlands Coffee. (2018, November 14), Cards of pride collection: Connecting Vietnam,
Travelling to Phu Quoc. Retrieved from
https://www.highlandscoffee.com.vn/en/cards-of-pride-collection-connecting-vietnam-travelling-t
o-phu-quoc.html#:~:text=Together%20with%20the%20ambition%20to,shops%20across%2021
%20provinces%20of

Highlands Coffee. (2022, November 22). Highlands Coffee Is Ours. Retrieved from
https://www.highlandscoffee.com.vn/vn/highlands-coffee-la-cua-chung-minh-.html#:~:text=Th%

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%C3%A0%20C%E1%BB%A7a%20Ch%C3%BAng%20M%C3%ACnh%E2%80%9D

Highlands Coffee. (2023, October 9). Building a world-class coffee roastery factory, Highlands
Coffee champions Vietnamese coffee culture. Retrieved from
https://www.highlandscoffee.com.vn/en/building-a-world-class-coffee-roastery-factory-highlands-
coffee-champions-vietnamese-coffee-culture.html#:~:text=About%20Highlands%20Coffee&text
=tradition%20and%20modernity.-,Throughout%20its%20continuous%20development%2C%20t
he%20number%20of%20Highlands%20Coffee%20stores,Philippines%20as%20of%20Septemb
er%202023

innolab.asia. “THE POTENTIAL of F&B INDUSTRY in VIETNAM.” Innovation Lab | Corporate

Innovation Facilitator | InnoLab Asia, 8 Nov. 2022,
innolab.asia/2022/11/08/the-potential-of-fb-industry-in-vietnam/.

jenny. “Ngành F&B Việt Nam - Tiềm Năng và Xu Hướng Phát Triển Cho Doanh Nghiệp.”
GoSELL, 24 Aug. 2022, www.gosell.vn/blog/nganh-fnb-viet-nam/.

Khuong, T. T. G. (2019). BUSINESS IDEA DEVELOPMENT: Scandinavian style coffee shop in

Vietnam. Retrieved from https://www.theseus.fi/handle/10024/166257

Kotler, P. & Armstrong, G. (1999). Principles of marketing. Prentice Hall: London.

Nguyen, Q. (2020). Engaging generation Z customers in coffee house industry : Comparative

analysis of the Vietnamese and Finnish markets. Retrieved from
https://www.theseus.fi/handle/10024/347579

Thăng, N. T. H. (2022). The role of Vietnam in the global coffee value chain. European Journal
of Business and Management Research, 7(3), 48–51.
https://doi.org/10.24018/ejbmr.2022.7.3.1356

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VCCorp.vn. “Báo Cáo F&B 2022: Việt Nam Đang Có Bao Nhiêu Nhà Hàng/Quán Cafe? Người
Việt Chịu Chi Ra Sao Cho Việc Ăn Hàng?” Cafef, 17 Jan. 2023,
cafef.vn/bao-cao-fb-2022-viet-nam-dang-co-bao-nhieu-nha-hang-quan-cafe-nguoi-viet-chiu-chi-r
a-sao-cho-viec-an-hang-20230117101210557.chn.

VCCorp.vn. “Báo Cáo F&B 2022: Việt Nam Đang Có Bao Nhiêu Nhà Hàng/Quán Cafe? Người
Việt Chịu Chi Ra Sao Cho Việc Ăn Hàng?” Cafef, 17 Jan. 2023,
cafef.vn/bao-cao-fb-2022-viet-nam-dang-co-bao-nhieu-nha-hang-quan-cafe-nguoi-viet-chiu-chi-r
a-sao-cho-viec-an-hang-20230117101210557.chn.

VnExpress. (2019, December 13). Highlands Coffee và hành trình 20 năm để niềm tự hào đất
Việt vươn xa. vnexpress.net. Retrieved from
https://vnexpress.net/highlands-coffee-va-hanh-trinh-20-nam-de-niem-tu-hao-dat-viet-vuon-xa-4
025338.html

Vũ X. (2023, September 6). Thị trường trà sữa Việt Nam quy mô cực lớn đứng thứ 3 khu vực
Đông Nam Á. Retrieved from
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-nam-a

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