TOCOTOCO

According to a survey of 20 customers, Tocotoco milk tea has the highest level of
satisfaction. This demonstrates that almost everyone is happy with the price of Tocotoco
milk tea. With a price range of 30,000-60,000, it is deemed suitable for the general level
of the milk tea market, as well as for the cost of young people and students. Separate
pricing for toppings will make customers feel more proactive in selecting based on their
needs and finances, while also bringing high profit value to the business. Recognizing
that: A milk tea shop employs a low-price strategy, with prices ranging from 10000 to
12000 VND, similar to sidewalk milk tea shops, there is no brand name, most of these
shops lack product specialization, and they do not prioritize quality. As a result, products
that are high in quality, nutritious, inexpensive, safe, and hygienic will have a price
advantage. Brands can set higher prices than competitors, but this can make customers
feel more secure because this is a milk tea shop with good service quality, quality
assurance, and safety at such a low price.

Furthermore, most people have a favorable opinion of the service quality at

Tocotoco milk tea. According to the results of the survey, creating success is the service
style of this model, which is always appreciated by customers due to the thorough training
process, creating a professional working attitude., cheerful, agile, considerate to
customers with simple words such as hello, thank you, goodbye, see you later, and so on.
Furthermore, the Tocotoco milk tea chain is very popular with customers due to the
friendly consultation. Customers appreciate each aspect of the drink. Staff will be trained
to understand each type of water, recipe, and so on. This demonstrates that customers are
very pleased with their friendly and welcoming attitude.

Drink quality is extremely important, and Tocotoco is also well-liked by

customers. That is also why Tocotco Enterprises has received numerous prestigious
awards for its brand and product quality, such as the award "Famous Brand - Brand in
Asia-Pacific." "Bold taste of nature - Full taste of happiness," the message reads.
TocoToco has prioritized finished product quality from the beginning: All ingredients and
flavors, including fresh milk, tea leaves, and pearls, are carefully chosen to be fresh,
clean, and safe. Food safety. ToCoToCo is confident in the quality and taste of each cup
of milk tea it serves to customers. ToCoToCo is also one of the few Vietnamese brands
that provides ingredients that meet the 50 22000 standard. They also express their belief
in their brand, stating, "The most authentic taste best taste."

Tocotoco milk tea shop's design style is quite simple but equally outstanding,
youthful and luxurious, with three colors representing the brand: black, yellow, and gray.
The meaning of the logo is "the smiling star," which is made up of 63 small stars arranged
around, representing the 63 provinces and cities of Vietnam, with the hope that customers
will visit ToCoToCo. Furthermore, the space of Tocotoco milk tea shop is designed in a
variety of ways, making it suitable for a wide range of subjects, including students,
students, families, workers, office workers, and so on. That's why there are so many. The
restaurant's space was highly rated by many of those polled.

We can confirm that Tocotoco always updates its products in accordance with the
trends of young consumers based on the satisfaction of the variety of products. They
understand that, in order to satisfy customers, each TocoToco product must not only
ensure a variety of flavors, but also respond to trends and delicately adjust the ingredients
to suit the taste, as well as the Vietnamese culinary culture. To meet the increasingly
diverse and demanding needs of customers, TocoToco constantly listens to them, creates
and innovates product designs and flavors based on the latest trends, and this is also one
of the reasons why customers continue to stick with and choose TocoToco.

o Solution

Despite operating in a fiercely competitive milk tea market, Toco Toco is still
expanding rapidly, perfecting its brand identity system as well as products and services to
provide drinks. The company's current brand is relatively complete, and many consumers
recognize and appreciate it.

With a growing milk tea market like this, it is critical that businesses develop
appropriate marketing strategies to meet customer needs while also attracting and
retaining customers:
 All costs:

Setting up a promotion strategy for customers will determine the arrival of both
current and future customers.

- Tocotoco should have more discount programs for drinks, or different promotions
such as: buy 3 get 2 free, buy 1 more 20,000 get 2... in order to avoid boredom in
customers' choices.

- There are numerous preferential pricing policies in place for larger groups, such as...
- Event discount policy.

Product pricing is a critical component of any marketing strategy. The price of the
product is the factor that distinguishes it and confirms its brand, assisting the product in
positioning itself in the minds of consumers. Setting separate prices for toppings, in
particular, will make customers feel more proactive in selecting based on the needs and
finances of each customer segment, namely students.

Drink quality - Maintain and complete all menu items - Research and develop new
teas, flavors, or dishes on a regular basis. The variety of the menu will help to increase the
number of times customers return to the store to satisfy their desire to try something new.

- Customers can choose from a variety of toppings for their drinks.

Bar space: - The store requires a large parking lot for the convenience of customers, as
well as a special area for young people to take pictures to save their "virtual living"
moments. Green space and exquisite interior decoration are also valued. Milk tea tables
and chairs are chosen for their youthful style and color, and when combined with white
light, they create a dynamic and modern space that is reasonably arranged to create an
airy passage. The entrance to the counter is also appropriately designed; customers will
queue to order drinks rather than jostling to maintain civility and courtesy.

Diversity: Maintain and complete the menu products well.

- Research and develop new teas, flavors, or dishes on a regular basis.

 - Product division. Customers will benefit from having a variety of options based
on their preferences and tastes. The variety of the menu will help increase the number of
times customers return to the store to satisfy their desire to try something new.

Starbucks

In general, Starbucks is highly regarded for its space and product variety; however,
because Starbucks' customer base consists of people with average or higher incomes, the
price of Starbucks is assumed to be quite high in comparison to other brands on the
market.

Starbucks has used a product diversification strategy to attract customers and meet
the diverse needs of its target customers. Aside from year-round products, Starbucks
constantly refreshes its products and product lines with seasonal products, limited edition
products, holiday products, and so on. Starbucks' appeal to the consumer age group is
reflected in the space's modern design, which is consistent in its advertising and
decoration.

Starbucks customers typically have relatively high incomes, professional careers,

and a concern for social welfare. Starbucks had a serious and specific direction on how to
select customers as well as brand image from the beginning: they wanted to be associated
with the high-end coffee segment, aiming for the nature of middle-income customers.
This is a recurring theme in Starbucks' marketing strategy in Vietnam and many other
markets.

o Solution

⇒ Starbucks’ solution to go global: be respectful of the cultural differences.

⇒ Develop enthusiastically satisfied customers all of the time

⇒ Source the best quality ingredients

⇒ Improved public image, Increased brand awareness and recognition, Increased

customer engagement through environmental activities and its also a vision of Starbucks
“To become resource positive — give back more than we take from the planet. And we
know we can’t do it alone. It takes all of us”. Environmental activities play an important
role in improving a company image. They help increase brand awareness and customers’
engagement as according to the study of GreenPrint, 78% of people are more likely to
purchase a product that is clearly labelled as environmentally friendly.

Starbucks first did a good job planning when setting realistic and specific goals for
each period in terms of global environmental and social impact. The points above prove
that Starbucks has stayed true to its mission statement of constantly improving to serve
the best customer experience.

⇒ Always think “outside the box”: roll out new products quickly, invest heavily in
R&D

⇒ Evidence: having innovative approaches to Christmas season, creating revenues ~

$3 billion during the holiday quarter.

⇒ Providing the best “Starbucks experience” to each and every customer

Maycha

Maycha comes in last place with a score of 9.3. As a new brand emerging in the
Ho Chi Minh City milk tea market. Ho Chi Minh City. Maycha is highly regarded for its
beverage quality, with a delicious taste and an excellent recipe. Maycha's products are
diverse and rich, despite being a relatively new brand, with many distinct flavors and
toppings. Along with the super low price, which is suitable for the pockets of many
different customers, particularly students, the price attribute is also highly valued by many
customers. The shop is decorated with the shimmering lights of the signs and the red
lanterns that we often see in Hong Kong movies, so the attraction in the design keeps this
place crowded. However, because this is a take-out drink company, the space is quite
limited, and the service quality is not as high as that of the other brands.

o Solution: Based on the results of the survey, we can see that Maycha still has a
number of issues that must be addressed in order for it to grow and spread more
widely.
 Service of high quality:

- Creating a friendly team, having the right attitude toward customers, serving
attentively and quickly. Customers who sympathize with employees also sympathize with
the brand. At that time, positive customer reviews on Maycha fanpage will be an
important factor in helping to improve customer trust.

- Maycha current target customers include not only teenagers but also office workers,
so the company requires a quick door-to-door delivery service to meet their needs. row. -
Handling and preventing negative brand information

Customers come to the bar not only for the milk tea cups, but also to relax and chat.
As a result, the restaurant's space is a factor that has a significant impact on the business's
operations. However, the majority of Maycha's establishments are quite small, with no
room for large groups or crowded times, so the company needs to expand its service
model even further. The shop's space is quite limited, but because the number of cups of
milk tea sold is inversely proportional to the area, the preparation and order counters are
designed with both aesthetics and usability in mind.

MEMBER PARTICIPATED INCLUDING:

Bui Van Hoai Nam (TEAM LEADER) 320H0188

Le Thuy Anh 320H0129
Nguyen Le Lam Anh 320H0131