Reflection Report 2
Describe target customers Highland/Katinat/or Phuc Long Coffee and Teas.
Select one signature product and write a positioning statement for it
Founded in 1968, Phuc Long Coffee and Teas derives from the tea highlands of Bao Loc (Lam
Dong) and serves its customers in the major cities of Ho Chi Minh City, Hanoi and Da Nang. Phúc
Long Coffee & Tea has over 50 years of experience in Vietnam’s food and beverage market. To
compete with brands like Starbucks, Highlands, and The Coffee House, Phuc Long has developed
targeted marketing strategies focused primarily on two groups: A population of 15-30 (Nguyen,
2020) that’s of teenagers and young adults.
The target customers of Phuc Long are mostly young adults aged 23-30, interns or office workers.
There’s a common need for a comfortable ambience. Nguyen A. said most have stable incomes of 4
– 6 million VND. So many times, the consumers of Phuc Long arrive at the venue with their
families or colleagues to relax and enjoy their drinks. They will not worry much about price if the
beverage satisfies their preferences and allows them to charge more. Some of the popular variants
among them include forest black tea (Phúc Long Coffee & Tea, 2021) and espresso ice blended.
Phuc Long has a significant clientele that is made up of urban residents. A quick, good cup of
coffee or tea often comes up in the form of a quick, fast-paced lifestyle and busy city streets. Due to
their strategically placed outlets in the urban centres, Phuc Long outlets also act as an oasis for city
dwellers who are in desperate need of a break to relieve them from their busy schedules. Masan
claims that the group's revenue is expected to increase to 2,500 -3,000 billion VND in fiscal year
2022, given its expanded network of private stores and kiosks in WinMart + stores and
diversification in its line of tea and coffee offerings (IPOS, 2022). Phuc Long's success hinges on
the fact that they cover the needs of urbanites wanting high quality, available ready to serve drinks
without compromising on taste
A good brand has a good image, so a good signature product has a good position statement to make
a connection with customers in one niche. Phuc Long comes to mind when I think of coffee, for
example. Robusta – culi coffee is their Robusta – renowned for its quality and reputation. I suggest
the following positioning statement: Robusta – culi coffee allows the brew-at-home experience for
those who want to enjoy traditional coffee with a modern twist, you can taste it at its original taste
and enjoy it while you’re relaxing on your balcony (Masan Group, 2022).
REFERENCES
GIỚI THIỆU CÔNG TY. Phúc Long.
https://phuclong.com.vn/ve-chung-toi/ve-phuc-long/gioi-thieu-cong-ty
An Nguyen. (2020, September 23). Phuc Long - An outstanding example of success in the tea and
coffee market in Vietnam (Part II). Vietnam Credit.
https://vietnamcredit.com.vn/news/phuc-long-an-outstanding-example-of-success-in-the-tea-and-co
ffee-market-in-vietnam_13627
Phúc Long Coffee & Tea. (2021). About us. Phuc Long Coffee & Tea. https://phuclong.com.vn
Masan Group. (2022, December 9). Phenomenon of Phuc Long in Vietnam: What makes it unique?
Masan News. Retrieved from https://www.masangroup.com
Phúc Long làm ăn ra sao mà được định giá vài trăm triệu USD? - iPOS. (2022, March 30). Ipos.vn.
https://ipos.vn/phuc-long-duoc-dinh-gia-vai-tram-trieu/#:~:text=Doanh%20thu%20c%E1%BB%A7
a%20Ph%C3%BAc%20Long%20s%E1%BA%BD%20%C4%91%E1%BA%A1t%202.500%2D3.0
00%20t%E1%BB%B7%20n%C4%83m%202022
