So Sánh 2 Thương Hiệu Koi Và Gongcha

Question 1 What are the reasons for the success of KOI bubble tea and GONGCHA since its joining in Vietnam market?. KOI GONGCHABrand Since 2007 in Taiwan One of the most popular brand S

*Koi and GongCha

3/7/24 2

 KOI

• 2006 : Koi Café was founded

• 2007 : The first oversea store

was opened in Singapore

• 2013 : 46 branches worldwide

• 2006 : Gongcha was established

• Quality comes first: safety, healthy, tasty.

• Years after, Gong Cha is now popular with consumers all over the world

Question 1

 What are the reasons for the success of KOI bubble tea and GONGCHA since its joining in Vietnam market? What do you view the most important factors that have contributed to the growth of both companies?

KOI GONGCHA

Brand Since 2007 in Taiwan

One of the most popular brand

Since 2006 in Taiwan

Quality Ingredient is

imported from Taiwan

The manufacturing process ensures high quality of products (tea and toppings)

The freshest brewed tea that we change

it every 4 hours

Service Mostly take away

Professional Well-trained staff, friendly, enthusiastic

Take away and in store

Location Shopping mall, city center

Taste New, Strange and

Variety Can choose the amount of sugar and

ice Ex: Macchiato

Ex: Milk Foam Gongcha

Customer Behavior Tend to prefer foreign brands

The most important factors :

Question 2

 What are the key components of KOI and GONGCHA’s integrated marketing

communications program? Discuss the role IMC has played in helping build the KOI and GONGCHA brand.

*Sales Promotion

 Koi:

 300 cups of milk tea free on the Opening day

 Free samples

*Sales Promotion

 Gong Cha: discount 20% and 100 gifts for the first 100 customers on the Grand Opening

facebook websit

e

foody

*KOI

*Digital marketing

facebook websit

e

foody

*GongCha

 Words of mouth

Get.the customers’

3

Maintain the reputation of the brand in Vietnam

market

*The

role

IMC

had

playe

to try their products

Question 3

 Evaluate KOI’s decision to enter the VIETNAM market of both companies.

Conceptua l

Sketching

Finalization

Proof

Refining Execution

*Cons

Many

competitors:

*Pros

Other brands: Teenagers &

Students ( secondary school,

high school, university )

KOI & GongCha: ages from

19 to 35 ( students and clerks )

Create a new look and opinion about Milk Tea

- More professional

- Unique flavour