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A coffee product made from the finest Arabica coffee beans of the high mountains of Lam Dong, has
a very characteristic taste, smoothness, seductive aroma and dark brown water. It tastes better when
served with ice. Suitable for people who have a taste for light aromatic coffee.
7.1.1.2 Value propositions
The “Sáng tạo” Trung Nguyen coffee line is a product in the popular segment, suitable for everyone.
Affordable price along with the characteristic aroma of quality coffee beans
is the key to the heart of
coffee lovers, besides the guarantee of product safety.
7.1.1.3
Branding
In order for the Trung Nguyen coffee brand to become prominent in the fiercely competitive coffee
market in Korea today, it is necessary to have branding strategies. Therefore, to help the company
make a difference from other competitors, increase the value of benefits, create a connection between
the brand and customers and eventually build loyalty, Trung Nguyen first needs to register a guarantee
for the brand when entering the market.
In the coffee market in Korea,
although entering another
country, the company will still retain the brand name "Trung Nguyen" in Vietnamese. Next, there
will be communication activities to improve brand awareness and also through the product's
packaging and labeling.
7.1.1.4
Packaging and labeling
Packaging:
Regarding packaging, when going to
the Korean market, Trung Nguyen “Sáng tạo” coffee will have
2 types of packaging: 350g bags and 500g bags to serve different uses of consumers. Each bag will
have a zip lock for users to conveniently close the product, helping the product to be preserved longer
and more convenient for the next use. In addition, understanding the tastes of Korean consumers is
to want a delicious and bold coffee, but does not take too much time and prepares simply - the biggest
drawback of filter coffee. Then to overcome that weakness, in each bag of Trung Nguyen “Sáng tạo”
Coffee,
depending on the volume, there will be a different number of "paper filters", so that
consumers can easily prepare and promote them to buy Trung Nguyen’s products when Koreans are
not used to using filter to make coffee.
