Coffee

Marketing Individual identification 3 1) What is the proceeds mix of Trung Nguyen? What atomic number 18 the key attributes of its deep brown bean tree? How do these attributes help Trung Nguyen to several(predicate)iate itself from its competitors? The reaping mix refers to the total composite of merchandises offered by Trung Nguyen coffee. It consists of different product lines, various product items in all(prenominal) product line and within each item is the product depth.Firstly, the product line is a throng of product or service items that atomic number 18 closely related beca consumption they are sold to the same consumer groups, are marketed through the same types of outlets, have similar usage or fall within given terms ranges. Thus, Trung Nguyen burnt umbers product lines are Trung Nguyen Coffee, Passiona Coffee and G7 exigent Coffee. The Passiona Coffee targets at consumers looking for low-caffeine coffee and especially women, while the G7 Instant coffees a re made for people who are too busy to brew a cup of coffee themselves.Trung Nguyen Coffee has 3 different product items, namely Creative Coffee, drop dead Coffee and Espresso Coffee. Passiona Coffee consists of 2 product item, Passiona roasted coffee and Instant Passiona coffee. As for the G7 Instant Coffees, the product items are G7 small soluble, G7 Cappuccino and G7 Instant 3-in-1 coffee. Lastly, product depth is the number of variants in a product item. Trung Nguyens product depth of Creative coffee includes the Weasel Coffee and Legendee Coffee. Also, just about variations of G7 Cappuccino are the Mocha G7 cappuccino and Hazelnut G7 cappuccino.Different sizes of coffees are considered as product depth as well. For standard, the G7 Instant 3-in-1 coffee is sold in 3 different sizes a box of 18 cafe sticks, a bag of 22 sachets or a stack pack bag of ascorbic acid sachets. T up to(p)1 Summary of product mix of Trung Nguyen Product lines Trung Nguyen Coffee Passiona Coffee G7 Instant Coffee Product items -Blend coffee-Espresso coffee-Creative coffee Product depth Weasel coffeeLegendee coffee -Passiona roasted coffee-Passiona instant coffee -G7 Pure soluble-G7 cappuccinoProduct epthMocha G7 cappuccinoHazelnut G7 cappuccino-G7 instant 3-in-1Product depthbox of 18 cafe sticksbag of 22 sachetsbulk pack bag of 100 sachets Key attributes refer to the most important characteristics of a product. Trung Nguyen makes its point of difference through its key attributes worry using the best coffee beans, fantastic brewing style and the new coffee concept. Trung Nguyen has a unique selling point because some coffees offered brooknot be found anywhere else. Its coffees are authentically Vietnamese. For example, the Weasel coffee is produced ground on the legend in Vietnam.To differentiate itself from its competitors, these key attributes must communicate benefits for consumers. The coffee offered by Trung Nguyen is of a high timbre compared to other(a) coffe e faults because they use the best coffee beans sourced from four of the worlds best coffee-growing regions. In addition, Trung Nguyen is awarded with the EureGAP certificate for its full agricultural practices such as having consistently good quality coffee beans and using environmentally friendly technologies. Coupled with their oriental secrets, consumers would prefer Trung Nguyen because their coffee is brewed much to a greater extent aromatic and rich.Trung Nguyen utilise their new concept of coffee to descend up a Creative Coffee House in order to differentiate itself and gain market share. It is now well-known for the innovative order whereby customers can enjoy coffee in a beautiful and sentimental ambience while experiencing Vietnamese cultural events and exhibitions. For consumers who value such innovative product services, they will choose Trung Nguyens coffee all over the other grab a coffee to go coffee styles. 2) What are the roles of brand? What are the benefit s of stigmatisation to sellers and buyers in the coffee market.The role of branding is to create an indistinguishability for the product. The personal identity created can have some personalities and can gain brand equity. Benefits of branding Some benefits of branding for sellers of the Trung Nguyen coffee are that they are equal to accentuate the bases of differentiation from its competitors due to its distinct identity. They can obtain legal protection like trademarks to invalidate copycats of their brand. The counterfeit products are capable of stealing Trung Nguyens sales when consumers are unsure of how the real incase of coffee looks like.There is also a chance for the counterfeit coffee to ruin Trung Nguyens reputation. Consumers who bought the counterfeit coffee by mistake whitethorn view Trung Nguyen to be of a lousier quality instead. All this would be in effect prevented by branding because counterfeiting is an offense. Brand equity is created by branding and careful marketing. Trung Nguyen can in rick earn higher profits as consumers are willing to pay a higher hurt for this particular brand of coffee. Also, brand equity can lead to higher economic value of the brand, whereby it becomes an asset for Trung Nguyen when it wishes to sell its brand.Last but not least, Trung Nguyen can achieve brand allegiantty through creating preferences towards their brand. If Trung Nguyen coffee is able to sustain a consistently good quality coffee product, consumers would remember the brand, spread the word somewhat and continually purchase its coffee. On the buyers end, they may reap the most benefits from Trung Nguyens branding. Coffee is a doohickey product and it is important to make it easy to find. Consumers will be able to correctly identify the products in a short period of time due to Trung Nguyens branding thus becoming more than efficient shoppers.Furthermore, consumers may gain assurance of product quality and performance. Employees need to ensure products offered are of consistently good quality and so are specially trained to deliver this promise. Consumers will remain loyal to Trung Nguyen coffee because they are satisfied with this brand and have no need to search for another. 3) What constitutes the brand identity of Trung Nguyen? What is your evaluation of this identity? How can the brand identity be improved? Brand identity is the marked elements of a brand and also what the organization wants consumers to perceive the brand as.It constitutes of Trung Nguyen as its name, the logo and its tagline Explore yeasty aspiration A palmy brand name should reflect the personality and values of the brand, be simple, memorable, confirming and emotional. A logo is the image that embodies an organization. It is one and only(a) of the most prominent branding elements that consumers will think of when individual mentions the company. A good brand logo should be memorable, futuristic and consistent and be able to present the benefits to its target audience. The tagline must be simple and easy to remember.It also needs to remain short since the tagline is eer incorporated into legion(predicate) marketing pieces. Evaluation of brand name Consumers associate Trung Nguyen to Central highlands which refers to Dak Lak, the county crown of coffee where green coffee is grown. This gives an advantageous link between Trung Nguyen and high quality and fresh coffee beans. Also, the brand name represents the uniqueness and richness of the Vietnamese culture. However, the name Trung Nguyen does not hold any import for non-Vietnamese. This may alienate consumers from other parts of the world.Another bad point could be that its name is hard to try for non- Vietnamese consumers. realizable improvements Because the companys name has been around since 1996 when it was founded, it cannot be changed otherwise the company has to variety up brand awareness from scratch all over again. Thus, the company should work hard in educating people and let them understand the positive association between Trung Nguyen and Central highlands. For example, they could use their existing cyberspace website and include this under the learn more option.People visiting the website can then learn about the association and slowly adopt Trung Nguyen as their favourite coffee. Evaluation of logo In my opinion, the logo might be a little small and insignificant. Psychological influences such as selective exposure and retention affects consumer purchasing behaviour. For example, the appealing cup of coffee printed on its packaging of Creative coffee may distract the consumers from the brand name. The logo is also unattractive and boring due to the usage of dull and non-contrasting act upon. The font used in the logo has little stylistic variations making it rather boring as well.Possible improvements Firstly, the logo should be scaley to a bigger size. Also, the marketing manager of Trung Nguyen can make use of brighter and more contrasting colours to make its logo more outstanding and attention-catching. The font could be changed to something cursive. This can better capture consumers attention thus leaving a deeper impression and resulting in better brand memory and recognition. For example Coca Cola, with its logo in a strikingly bright red background and white cursive words, is very successful at making sure that every consumer remembers it.Evaluation of tagline Trung Nguyens tagline Explore creative inspiration consists of only 3 simple words hence should be relatively easy for everyone to remember. However, Trung Nguyen tagline is still kind of foreign to people across the globe as they do not use much above-the-line marketing. Possible improvements Through the print media and mass media, Trung Nguyen can improve this aspect of its brand identity. The marketing manager could set up a Facebook page and make it known to people. Maintaining a Facebook page is relatively low-cost as com pared to constant TV advertisements.Because millions of people are using Facebook, it is very effective for Trung Nguyen to get their brand identity across. Another point of improvement also through the mass media is through its online website. Perhaps the tagline can be added in the history of Trung Nguyen tab as it is currently not. On top of that, they can make use of emotional branding to elicit a favourable emotional response. Adding emotional words like glad, Healthy and Beautiful could boost sales of their coffee.As consumers become increasingly aware of health and beauty these days, Trung Nguyen can market more of their Passiona coffee which is enriched with collagen, vitamin PP and other rare oriental herbs through its tagline. 4) What is the branding strategy of Trung Nguyen? What are the advantages and risks of this branding strategy? Trung Nguyen uses an umbrella branding strategy. Different types of coffees have a sub-brand which combines the corporate brand with a new brand. Trung Nguyens Passiona Roasted coffee and Trung Nguyens Espresso coffee are 2 examples. Advantages of umbrella brandingCapitalizing on the existing brand equity of Trung Nguyen, it can sell newly introduced products quickly. Consumers who have had a good experience with its coffee will transfer this favourable attitude to new items. For instance, Trung Nguyens Creative coffee may have been developed earlier than Passiona coffee. Consumers who liked Creative coffee would have a higher chance of buying the Passiona coffee because they are under the same brand and so would also be of an equally good quality. Furthermore, the Passiona coffee can be set at a higher expenditure as consumers are willing to pay more for brand value.This can bring about excess profits for Trung Nguyen. Another advantage of using an umbrella brand is a lower advertising and advance costs. Trung Nguyen only needs to come up with a single advertisement because its coffees share one identity. Also, beca use Trung Nguyen is used on all of the products, level of brand awareness is easy to raise. To name an example of a successful sub-branding strategy, Gatorade has developed and introduced Gatorade Frost, Gatorade G2, Gatorade energy bar, etc into the market and stayed popular being the leading sports drink brand in many countries.Risks of umbrella branding In every marketing strategy there is bound to be a down side. Some risks of umbrella branding are that the failure of one type of coffee may affect the sales of the whole Trung Nguyen branded products. It is inadvisable to put all the eggs into one basket. For instance, if the issue G7 Mocha had some discrepancy that caused the coffee to be too sweet, consumers may feel that the rest of Trung Nguyen software instant coffees are as sweet and so switch over to Nescafe coffee instead.Secondly, sales of one product item may come at the expense of other items offered in the same product line. Lastly, the meaning of Trung Nguyen may a lso be diluted with an umbrella branding strategy. Apart from coffee, Trung Nguyen also has other product such as Green Tea, Oolong tea, etc. However, Trung Nguyen refers to Dak Lak, the county capital of coffee and so offer tea as an alternative beverage is not so relevant to the brand name.