HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY
FACULTY OF INTERNATIONAL BUSINESS ADMINISTRATION

---------***--------

BRAND PLAN

Major: Marketing

BUILDING THE DREAMER ROOFTOP COFFEE SHOP BRAND

HCMC - 2020

Group The Dreamers

Nguyen Thi Lan Anh – 17DH489186
Le Tuan Anh – 17DH490452
Dang Huu Doanh – 17DH489201
Class: SBM – Sunday
Course: 2017

HCMC, December/2021
Table Of Contents
1. The Dreamer Background.................................................................................1
2. Brand Audit........................................................................................................2
3. Brand Story.........................................................................................................2
4. Brand Key ViSion...............................................................................................3
5. Brand Vision Plan...............................................................................................4
5.1. Goals..............................................................................................................4
5.2. Objectives......................................................................................................5
5.3. Strategies........................................................................................................5

5.3.1. Brand Identification System (BIS) ......................................................6

5.3.2. Brand Portfolio.....................................................................................7

5.3.3. Product/Packaging Design...................................................................7

5.3.4. Channel Distribution............................................................................8

5.3.5. Communication....................................................................................9

5.3.6. Price/ Value Capture............................................................................9

5.4. Measures .....................................................................................................10

5.4.1. Marketing Objectives.........................................................................10

5.4.2. Brand Objectives................................................................................10

6. Brand Marketing Plan.....................................................................................11

6.1. National Goals.............................................................................................11

6.2. Key Issues/ Opportunities............................................................................12

6.3. Jobs To Be Done .........................................................................................13

6.3.1. Product...............................................................................................13
6.3.2. Price...................................................................................................14
6.3.3. Channel Of Distribution.....................................................................15
6.3.4. Communication (5Ms).......................................................................16
6.3.5. Staff....................................................................................................17
6.3.6. Communication..................................................................................18
 6.4. Score Cards..................................................................................................20
7. Conclusion & Recommendation......................................................................21
8. Appendix...........................................................................................................22
 I) THE DREAMER BACKGROUND
The Dreamers team plans to do a rooftop coffee shop project in district Binh Thanh,
Ho Chi Minh City. This project is planned from October 2020 from 3 alumni of Ho
Chi Minh City University of Foreign Languages and Informatics. They are the co-
founders of The Dreamers, this project aims to bring customers, mainly young people,
relaxing moments in a place with a rooftop view and dreamy concept like their own.
Using airy space, beautiful scenery, the project promises to attract many potential
customers, because the reception of new things by young people today is very large.
The Dreamers team was established in August 2020, 2 months later, 3 alumni planned
to create a place for young people where they can relax. Strictly planned marketing,
with market reference dates, fully budgeted. They decided to run the project on
January 26, 2021. The brand carries the combining of a rooftop coffee shop (at day)
and a cocktail bar (at night) in Ho Chi Minh City.
With the certainty of the members, the support of the responsible trainers, the project
promises to bring charisma and profit to The Dreamers.
II) BRAND AUDIT
Research and analyze internal brand factors:
Moderators: assessments of brand management knowledge, communication;
People in service of communication: checklists on channels, effective communication,
design, creation;
Product quality caregivers: reviews of the efficiency of luggage management, import
and export processes;
Customer caregivers: reviews of customer care effectiveness, personnel criteria.
Other related jobs.
Identifying and analyzing competitors, target customers:
Divided into three groups of competitors:
Low competition: small micro shops, concentrated on the sidewalks, drinks stalls
High competition: Coffee shop brands have occupied a large amount of the market
such as: 3 o'clock, The Coffee House, Cheese Coffee, Toco Toco, ...
Outstanding competition: Being bigger, breath-taking brands of the luxury but mainly
pubs, cocktails and often concentrated in the downtown district of the city.
Target customers: are college students, office workers who are currently living and
working in the area.
Re-check criteria of goods, distribution channels
Circulation and storage issues must have a clear strategy, avoid dead capital flows
Technology platform analysis
Technology plays a major role in branding. In addition, there is a large source of
revenue from online business or customers' need to buy products online from fast
delivery applications such as: Grab, Now Delivery, Beamin, Goject, ...
Review traditional systems. information depends
Will be with the Vietnam's largest social applications like Facebook and Instagram
Analyze HR
A new brand like the Dreamer will need to have a good foundation, the first step is the
3 founders of the brand must be qualified and certain skills with strong passion.
Analyze brand opportunities
Today's beverage market accounts for a very high proportion and customer demand,
especially in a business center like Ho Chi Minh City, so market penetration will have
more opportunities. With the beverage industry's revenue rate, INTAGE Vietnam
LLC, a Vietnam market survey company) forecasts that the beverage industry's
revenue has an average double-digit growth to motivate new brands. As we have the
opportunity to participate in the general acceleration process.
III) BRAND STORY:
The story of our brand story actually came up in a very coincident way. We are close
friends who have been studying together and playing together since high school,
during that time while sitting doing group homework in a small fruit juice shop next to
the school, the very cute owner often put in our glass of water a lot of fruit to eat
more. The whole group imagined what it would be like to be the owners of a juice
brand. It's a little idea that comes and disappears. Until the 4th year at HUFLIT, new
product management subjects we have to build a product brand, the other 3rd year
idea came and let us try our best to complete an idea from a young age.
IV) BRAND KEY VISION
1. Root Strengths:
The Dreamer serves healthy and delicious drinks that are well décor by professional
Bartender. Besides, the shop décor is Minimalism concept – a trending style.
Founders and staff are all young people, they should understand the psychology and
needs of customers, have advantages in creating a feeling of friendliness and closeness
to customers.
Location: located on a street crowded with young people, especially near universities,
and easy to find directions to the coffee shop.
Chilly rooftop view: customer can watch all the city from here.
2. Competitive Environment:
Be a unique memorable brand with lots of competitive advantages (rooftop view,
brand concept and marketing activities) in the coffee shop market in HCMC.
Currently, The Dreamer has about 15 competitors in this market (in terms of rooftop
coffee shops combined with beer bars). Those are names such as: Chang Vang
Rooftop, Khoi Rooftop, TRAM, The Running Bean, Nang Rooftop, REC Rooftop bar
& beer, ...
3. Target:
Geographic and Demographic: Dreamy young people (18 to 25 years old), both
male and female, in HCMC who is studying in university or having an office/free land
job
Behavioral and Psychographic: people who often have quiet feelings, pressure and
lack of self-confidence so that they love hanging out to have drinks and chill out and
experience new things.
4. Insight:
“I want to go to a place where I feel the rhythm of life and get the inspiration”
5. Benefit:
The Dreamer Rooftop’s drinks are mainly made from variety safe materials that are
good for health and the atmosphere that make people get relax and inspiration which
is good for soul. The perfect choice with a reasonable cost.
6. Values, Belief and Personality:
Dreamy - Inspired - Youthful
7. Reason to believe:
Building brand trust through product quality, customer service and experience.
8. Discriminator:
Making a difference to the enjoyment journey of the customers by providing good
drinks, great service and excellent experience.
9. Essence:
The Dreamer is not only a coffee shop, but also a place for young people to find
inspire and chill.
V) BRAND VISION PLAN
1. Goal:
o Short term goal (1 year): expanding the brand awareness to the whole Ho Chi
Minh City, becoming one of the best options in customer top of mind when
they have demand of drinking outside or delivery.
o Long-term goal: In the next 5 years, The Dreamer will become the number 1
rooftop coffee shop for young people in HCMC to enjoy drinks and chill with
friends.
2. Objectives:
o Brand value:
A novelty and the first brand to do business following the trend and style of Da Lat.
Serve those who do not have time to arrange to travel as well as those who want to
experience new feelings.
o Brand equity:
Brand awareness: An experienced yet breathtaking rooftop business style in Ho Chi
Minh City that is both new, easy and familiar. With a commitment to using raw
materials produced from reputable and recognized suppliers as clean. In the first year,
the business aims to have 30% of young people in Ho Chi Minh City recognize the
brand. This number will increase to 80% in the next 5 years.
Brand loyalty: The branding strategy will focus primarily on social networking sites,
conveying brand messages and values to customers through in-store activities and
experiences. This is a new and appropriate style to engage The Dreamer's clientele,
reaching them in the most natural and effective way. With careful preparation and
strategy, businesses are confident that at least 50% of customers will become loyal to
the brand, regardless of the menu change.
Perceived quality: Drinks and shop decoration with high aesthetics, besides
experiencing the great moments in Ho Chi Minh City to serve customers. With the
business location of district Binh Thanh, crowded but reasonable price, it will suit
many customers.
o Brand image: dreamy, emotional, inspired and youthful
3. Strategies:
3.1 Brand Identify System (S0)
- Name – The Dreamer Rooftop Coffee Shop:
The Dreamer Rooftop Coffee Shop is the dream, the passion, the youth of the three
founders of this brand. They are 3 young people, from 3 different places, who met in
HUFLIT and have a common passion and desire. That is to create a place for all the
young people in this city to come, enjoy delicious drinks and chill out with the
cityscape. Besides, the brand's name also shows the customer portrait of this brand.
Every young person embraces their own dream, no matter whether it is realistic or not,
as long as they have a dream, they will live their best for it. This is the truth of life!
- Logo:
The Dreamer logo is designed by the brand creator. Therefore, it represents the full
dedication and value of the brand.
Background of the logo is white, with the hand raised up as if reaching for something
- a dream, the ambition of every young person struggling to grow up in this thriving
city!
Logo with brand name, pastel pink slogan creates a soft, romantic and dreamy
feelings, like The Dreamer's brand personality.
- Slogan: Not only a coffee shop!
Not only a coffee shop, but also a place that inspires you to pursue your dream. This is
the true mission of this brand and the people who create it. “We not only sell coffee,
but we also sell dreams of youth!” Lan Anh, Co- Founder of The Dreamer said.
- Color:

The Dreamer's main color is pink with pastel colors. Besides that, the mix of white
and mint is the color of nature and life, which are always endless inspiration. These
colors create a feeling of lightness, dreaming, as if it were being absorbed into dreams
to calm the mind.
- Letter font: Maharlika
Maharlika font is a typeface that characterizes simplicity, elegance and youthfulness
in design. The brand decided to use this font because we also wanted to create a
beautifully decorated store space and water dishes, pursuing a minimalist style but still
poetic art.
- Characteristics
The adjectives that represent The Dreamer's brand characteristics are: dreamy,
romantic, soft, chill out, artistic, youthful, aesthetic, simple, inspiring, passionate.
- Sound
"Lo-fi" stands for low fidelity, which are non-verbal music, containing noises such as
scratching paper or tape noise - effects that are considered technical defects. They are
combined purposefully, giving a feeling of lightness, soaring. That is why people also
call Lo-fi is music for "dreamers".
Enjoy the familiar melodies arranged in a new way that can make listeners less
anxious. In the context of an outbreak, Lo-fi is popular because it helps listeners less
afraid of uncertainty. The repetition makes Lo-fi predictable, creating a sense of
comfort for the listener.
3.2 Brand portfolio (S1):
Prepare (the first 6 months): Age from 18-25, suitable for all kind of jobs with expend
monthly: 3.000.000-6.000.000 VND and living in Binh Thanh, district 1 and district 3
Defence (1 years): Age: from 18-25 suitable for all jobs with expend monthly
3.000.000-6.000.000 VND, expand to dictrict 2 and dictrict Thu Duc
Attract (2 years): Age from 18-25, suitable for all kind of jobs with expend monthly:
3.000.000-6.000.000 VND and expand to dictrict Go Vap, Dictrict 10,5,11
Engage ( 5 years): Age from 18-25, suitable for all kind of jobs with expend monthly:
3.000.000-6.000.000 VND and expand to all HCMC.
3.3 Packaging (S2)
All products are served in cups (drink and plastic take away cups) printed The
Dreamer's logo. All packaging materials are environmentally friendly materials: PLA
plastic cups, bamboo straws.
3.4 Pricing (S3)
The products are priced at Premium, range from 39 000 VND to 69 000 VND.
Applying the market pricing strategy to enter the market with strengths and
competitive advantages.

3.5 Channel of Distribution (S4)

OFFLINE ONLINE
- Physical Store Food Delivery Application: Baemin,
- Hotline order Gojek, Now, Grab Food.
Table reservation through Facebook
fanpage

3.6 Communication (S5)

Message: The Dreamer is the best new place for young people with special values -
dreamy, romantic, peaceful and youthful.
o INTRODUCTION (month 1st to 6th):
Goal: Creating The Dreamer Rooftop’s brand awareness and attracting first
customers. To achieve these goals, the Marketing team would do these tools and
activities:
- Social media
- Website: Search Engine Optimization and Pay per click
- PR: online news/Reviewers/Influencer
- Opening Event
- Sale Promotion: opening promotion
o CONSUMPTION (month 6th to 12th):
Goal: increasing Brand Awareness and Sale Volume and following the brand key. To
achieve these goals, the Marketing team would do these tools and activities:
- Direct Marketing: Social medias/ website and in-store banner
- Building a You tube channel (lifestyle vlog)
- Applying Customer Relationships Management.
- Promotion: happy hours every week (attract new customer)/member card (loyal
customer)
 - PR: Create an online community (Facebook fan page) to interact to
customer/potential customer.
4. Measure:
4.1 Marketing Objectives
Market share: Expected to gain 25% in Ho Chi Minh City coffee shop market and
reach break – even point after 1 year of operation (estimated revenue: 1 000 000 000
VND/first year).
Brand awareness: reach 70% target customer
4.2 Brand Communication Objectives
Top of Mind: In which 40% of them would become to be loyal customers in the first
year and The Dreamer is always first on their mind.
Creating a unique brand value in terms of the quality and value that customers receive,
is place of dreamy souls.
VI) BRAND MARKETING PLAN
1. National Goal
- (1) Specific:
The fruit drinks business, the most prominent and the strawberry fruit, creates a lot of
potentials for attracting customers in HCMC to increase sales, generate profits and An
important first step is to help customers recognize the brand of business
- (2) Measurable:
Provide specific information and milestones as well as the goal of each milestone to
easily track the brand development process.
- (3) Atainable:
In order to achieve the brand's marketing and business goals, it is necessary to initially
offer a reasonable marketing program to help the brand get closer to customers
- (4) Realistic:
Create promotions for first customers, reduce manpower costs when the brand starts a
new business
- (5) Time Bound:
Set out five specific timelines corresponding to the broadcast brand development.
2. Key Issues/Opportunities
To The Dreamer's products, branding will face many difficulties in reaching target
customers because consumers have a habit of using products in familiar stores.
Therefore, understanding customers is a very important first step in building a new
brand. Low customer awareness will greatly affect business operations and product
perfection.
Even though Dreamer's products are not called low quality products from the
customer's point of view of a new brand, their quality is certainly not perfect.
Therefore, water dishes need to be improved and perfected over time, market trends
and customer needs.
Another challenge facing a new brand like The Dreamers is the difficulty of finding
trial customers. The absence of customers will easily affect the customer perception of
The Dreamers products. In addition to not finding the first source of customers, this
also affects revenue, raw materials quality, perseverance of the co - founders, ... In the
first stage, customers often do not trust the quality of a product coming from a
business. brand new. Are these products worth it for them to choose them instead of
buying a product from a familiar brand?
With a new brand name, the preparation of necessary skills will also be indispensable
such as acquiring customer opinions, training for employees, arranging decoration will
have errors in the first time.
The budget of Dreamers is limited and to create a new brand, there are also many
expenses such as advertising campaigns, product introduction PR, wages, material
costs, cash, machine repair money ... and a series of other costs that require branding
to be carefully calculated and ready for the first step of building a successful brand.
3. Jobs To be Done
3.1 Product/Packaging
Product line: Types of drinks that are very popular with young people, updated in the
first half of 2020 such as:
- Types of teas / milk ( served with cheese cream tea, fruit or toppings)
- Ice blended beverages: Fruit, matcha, chocolate, caramel ice blended,
mocha, ...
 - Coffee (hot / cold): Vietnamese Coffee, Espresso, Latte, Cappuchino and
Frappuchino
- Types of cocktails
- Beer (Bottled Beer / Draft): Tiger, Strongbow, Magners, Pilsner, Pale Ale,
- Fruit juices, smoothies: Vietnamese / imported fruits.
Packaging: Types of glasses used in the preparation:
- Hot coffee plate: Small porcelain cup with handle
- Iced coffee: Irish coffee cup, traditional Vietnamese coffee cup
- Tea/milk tea, juices, smoothies, soda: Poco Grande, tumbler,
- Beer: Beer mug, Pilsner glass
- Cocktail: Martini Glass, Margarita, Ly Highball, Ly Collins (Highball), Glass
Pilsner, Glass Brandy Snifter
Plastic cups to take away: divided into 3 sizes Small, Medium, and Large. Depending
on the customer's order.

The Dreamer will add many different drinks to the menu to attract more customers,
because the target audience is mainly young, this group of customers always wants
new things.
3.2 Price
Combining 2 pricing strategies, which are competitive pricing and cost pricing. The
team decided to sell at an average price, after subtracting other costs such as renting
premises, staff and raw products, many different types of countries at different prices,
ranging from 39,000 to 69,000 VND, depending on raw materials and processing
effort. With the offered price equal to or lower than other competitors, the team wants
to capture diversified customer market share.
Table: Price
Kind of drink Price (VND)
Coffee hot/cold 39 000/42 000
Tea/milk tea, juices, smoothies, soda Small: 45 000
Medium: 50 000
Large: 55 000
Beer: bottle/glass 39 000/ 5 000
Cocktail 59 000 – 69 000

3.3 Channel of Distribution

Since the team plans to set up a rooftop store where places are high up and
overlooking the surrounding city, a suitable location will be profitable for the
customer base. In the current young world trend, an elevated and airy space is always
a popular choice for young people, in addition, with the passion and love to explore
new things, young people will be more excited. This model is more interesting.
Therefore, the research team will open a store directly in Binh Thanh to raise
awareness of customers in Binh Thanh district, the population in Binh Thanh is quite
crowded, along with many university students in the district. one source. With a huge
number of customers, Binh Thanh is predicted to be a place to attract many customers.
In addition, the group will sell products on Nowfood, Baemin and Gojek for the
opportunity to reach more customers. Currently, online ordering is a trend of
Vietnamese people, especially those in Ho Chi Minh City, so selling on those
distribution channels will increase awareness significantly.
In addition, the team will create a business website linked to social networking sites
(Facebook, Instagram, Pinterst) to serve customers wishing to learn more about
brands, products or exchange business information.
3.4 Communication
Message: The Dreamer is the best new place for young people with special values -
dreamy, romantic, peaceful and youthful.
Campaign named: The Dreamers - Nhung Ke Mong Mo
Campaign tagline: Everything beautiful in life begins with dreams
Campaign content: Every Saturday, at De Memoire, there will be practice a tarot card
reading for 1 lucky guest. This is not just a normal Tarrot watch, more than that, it is a
sharing about dreams or interesting little things happening in life, bringing any color
of mood. Each story will be edited by the content creator of The Dreamer and shared
on social networking sites.
At the same time, social networking sites will be developed into a community to share
interesting stories and interesting things about a generation of young dreamy people
who are wondering about entering the life of an adult and conquer their dream.
Activitives:
o INTRODUCTION (month 1st to 6th):
Goal: Creating The Dreamer Rooftop’s brand awareness and attracting first
customers. To achieve these goals, the Marketing team would do these tools and
activities:
- Opening Event: Discount voucher, Promotion gifts, Member Card…
- Social media Advertising: working with digital agency to implement paid ads
to gain post reach.
- Website: Search Engine Optimization and Pay per click to lead traffic to the
website/landing page.
- PR:
+ Online news: Kenh14, Yan News
+ Food Review Fan page: Saigon Um, Foody, An Sap Sai Gon
+ Influencer: Nguyen Hoang Chinh Nghia - Food Reviewer/Facebook content
creater.
 o CONSUMPTION (month 6th to 12th):
Goal: increasing Brand Awareness and Sale Volume and following the brand key. To
achieve these goals, the Marketing team would do these tools and activities:
- Direct Marketing: Social medias and website: working with digital agency
- Building a You tube channel (lifestyle vlog) named “Life of the dreamers”.
- Applying Customer Relationships Management.
- PR: Create an online community (Facebook fan page) to interact to
customer/potential customer: update posts twice a week which contents are
about business event, sale promotion announcement, tips, lifestyle, trending
problems, …
3.5 Staff
The Dreamer management team will train the staff to be always professional,
enthusiastic and flexible in all situations during customer service. All employees of
The Dreamer are spread a sense of responsibility, always reminded of the company's
culture: Friendly, serving customers like friends or family members, giving customers
Cozy and comfortable experience.
Staff recruitment process: based on the candidate's attitude is main, does not require
strict skills, experience or appearance. The leaders confidently paint the colors of The
Dreamer on these new people.
3.6 Sale Promotion
Happy hours every Friday to attract new customer.
Besides, every customer come to The Dreamer Rooftop would receive a member card
with their ID number on it. This is the brand's effort to turn customers into loyal
customers.
Combo promotion: combo deals for group of 4 people.
4. Score Cards
To raise awareness, the group will start from HUFTECH, as they are still students at
HUTECH, so the group easily advertises products on groups of students each year,
with the desire to reach 90% and 50% school-wide student awareness. For facebook
fanpage, the group will post 3 posts per day, with one post on facebook receiving from
3000-4000 interactions, of which will account for 3000-3,500 acknowledgments.
Therefore, in the first three months, there are 36000-48000 interactions, and
awareness and excitement will be 36000-36600 levels of awareness. As for the
financial metric, the team plans to spend 100m in the first 3 months, with investments
in facilities, employee and stock, expecting to return 20% or break even in those 3
months. With the initial capital, in the next 9 months, it will continue the marketing
program to make a profit. For customers, apart from HUTECH students, and the
number of people interacting on fan pages, is expected to gain 100,000 customer
awareness about the product in the first 3 months, of which 30% are loyal customers
familiar, the next 9 months will be double the amount mentioned above compared
with the first 3 months. The measurements above are based on information from
online sources and a number of available articles.
Objectives Target Performance Action Plan
Finance Bring back 500% 100% profit 20% return on Run ads to
profit from the in the first initial capital. increase
capital spent in the year bringing customer
first 5 years products to awareness of
market the product.
Prices are
based on
market prices.
Customer The level of 50% of 30% customer Always
product awareness customer awareness in consider
among customers awareness, of the first 3 customers as
in Ho Chi Minh which 30% months, the the first target
City is 100%, of are loyal next 9 months of service.
which 70% are customers it will be 50% Invest in
regular customers. customer care
services on
media
channels
Learning Will be the leading Among the Gain new Learn
 and brand in this field top 10 rooftop skills and knowledge to
developmen stores in Ho knowledge in develop.
t Chi Minh the field Always create
City new
programs.
Hone industry
skills to
provide
customers
with the best
services
Internal 100% working The first 1 100% working Strengthen
action efficiency, 0% year working efficiency. staff.
failure degree efficiency The degree of Always
was 100%, failure is 5% monitor and
failure rate teach
was only dedicated
10%. staff, avoid
unfortunate
mistakes

VII) CONCLUSION AND RECOMMENDATION

In short, The Dreamers was created with the purpose of today's youth, for those who
want to feel comfortable. The Dreamers is a cafe with many different drinks, mainly
made from fruit, with the concept taken from Dalat. This place is decorated in a
poetic, sparkling manner and is also made from high-rise buildings, very suitable for
young people to enjoy in the present. Initially, The Dreamer intends to promote the
brand through social networking sites, in order to attract young people, especially
students from universities in the area of District 3, District 10, Binh Thanh District in
the city. Ho Chi Minh City, then spread the awareness to other districts in the city.
This business plan is established and concept development from 2020, to January
2021 will be launched.

For the fiercely competitive market today, attracting customers is a necessary and
important strategy for The Dreamers to catch up with the coffee shop market. Besides,
The Dreamers also focuses on store decoration, adding value, and raising awareness of
customers is also the strategy that dreamers are aiming for.

VIII) APPENDIX
Logo

Member Card
 Front Side

Back Side

Menu