Outline Slide Presentation: Design and Innovation at Starbucks Vietnam

Slide 1: Title Slide

- Title: Design and Innovation at Starbucks Vietnam
- Group Members’ Names
- Date

Good evening teachers and everyone!

Welcome to our presentation on "Design and Innovation” focusing specifically

on Starbucks in Vietnam. Our group will explore how Starbucks has
successfully adapted its design and innovation strategies to resonate with
Vietnamese consumers.
Before we start, I would like to briefly introduce our group. Our group consists
of 5 members as shown on the screen above.

Slide 2: Introduction
- Brief overview of Starbucks in Vietnam
- Importance of design and innovation for the brand

Firstly we would like to briefly talk about the overview of Starbucks along with
the importance of design and innovation for the brand.

Starbucks entered the Vietnamese market in 2013 and has since become a
popular destination for coffee lovers. The brand’s focus on design and
innovation is key to its success, as it helps create unique experiences that
connect with local culture. In this presentation, we will discuss how Starbucks
has tailored its approach in Vietnam through store design, menu innovation,
customer experience, and sustainability.

Slide 3: Unique Store Design

- Description of Starbucks store designs in Vietnam
- Use of local materials and cultural elements
- Creating a comfortable and inviting atmosphere

Starbucks stores in Vietnam feature distinctive designs that incorporate local

materials and cultural elements, creating a welcoming atmosphere. By
collaborating with traditional Vietnamese architecture and art, each store
reflects the local heritage and connected to its surroundings. This thoughtful
design not only enhances the customer experience but also reinforces Starbucks'
dedication to being a part of the Vietnamese community.
Slide 4: Menu Innovation
- Introduction of local flavors (e.g., Vietnamese coffee)
- Seasonal and limited-time offerings
- Customization options for customers

To appeal to local tastes, Starbucks has introduced a variety of menu items that
highlight Vietnamese flavors, such as traditional Vietnamese coffee and unique
seasonal drinks. The company offers customization options, allowing customers
to personalize their beverages according to their preferences. This innovative
approach not only attracts local customers but also encourages them to explore
new flavors while enjoying their favorite drinks.

Slide 5: Customer Experience

- Focus on customer service and engagement
- Use of technology (e.g.: mobile ordering)
- Creating a community space

Starbucks places a strong emphasis on providing an exceptional customer

experience. The staff is trained to deliver excellent service, creating a friendly
and engaging environment. Additionally, Starbucks utilizes technology, such as
mobile ordering and payment, to streamline the customer experience. By
creating a community space where people can gather, work, or socialize,
Starbucks enhances its appeal as a modern coffeehouse.

Slide 6: Sustainability Initiatives

- Eco-friendly practices in stores
- Sourcing local ingredients
- Commitment to reducing waste

Starbucks is committed to sustainability in its operations in Vietnam. The

company actively apply eco-friendly practices in its stores, such as reducing
plastic use and encouraging recycling among customers. This commitment to
the environment is evident in their efforts to minimize waste and promote the
use of sustainable materials.
By sourcing local ingredients, Starbucks helps support Vietnamese farmers and
boosts the local economy. By partnering with local suppliers, Starbucks not
only ensures fresher products for its menu but also strengthens community ties
and fosters economic growth.
These initiatives not only benefit the environment but also resonate with
environmentally conscious consumers. By aligning its values with those of its
customers, Starbucks builds a stronger connection with the community and
enhances its reputation as a responsible brand.
Slide 7: Case Study: Success in Vietnam
- Overview of Starbucks' growth in Vietnam
- Key factors contributing to success
- Lessons learned from their approach

Starbucks' growth in Vietnam has been remarkable, with numerous stores

opening across major cities like Ho Chi Minh City and Hanoi.
Key factors contributing to its success include the adaptation of its store design
and menu offerings to fit local preferences, allowing the brand to resonate with
Vietnamese consumers. Additionally, strong marketing strategies, including
digital promotions and community engagement, have played a significant role
in attracting customers and building brand loyalty. The company places a strong
emphasis on customer experience, training staff to provide exceptional service
and creating inviting spaces for people to gather.
Overall, the lessons learned from Starbucks' approach highlight the importance
of design and innovation to achieve success in new markets.

Slide 8: Conclusion
- Recap key points about design and innovation
- Emphasize Starbucks' impact on the coffee culture in Vietnam

In conclusion, Starbucks Vietnam exemplifies how thoughtful design and

innovative strategies can lead to success in a very competitive market like
Vietnam. By embracing local culture, offering unique menu items, and
prioritizing sustainability, Starbucks has made a significant impact on Vietnam's
coffee culture. Their approach serves as a model for other brands looking to
enter new markets.

Thank you for your attention. We now invite any questions or comments you
may have!
 Presentation new

Slide 1: Title Slide

 Title: Design and Innovation at Starbucks Vietnam
 Group Members’ Names
 Date

Starbucks Logo - A high-resolution image of the Starbucks logo.

Group Photo - A picture of your group (if available).
Vietnamese Coffee Scene - An image representing the coffee culture in
Vietnam.

Slide 2: Welcome & Introduction

 Welcome message to teachers and classmates.
 Brief introduction of the presentation’s focus on Starbucks in Vietnam.

Starbucks Store in Vietnam - A picture of a Starbucks store in Vietnam.

Coffee Being Served - An image showcasing a barista serving coffee.
Map of Vietnam - A map highlighting Starbucks locations.

Good evening, teachers and everyone! Welcome to our presentation on "Design

and Innovation at Starbucks Vietnam.", focusing on how design and innovation
play pivotal roles in the brand’s success. Our exploration will cover various
aspects of Starbucks, including its unique store designs, menu innovations,
customer experiences, and sustainability initiatives. By examining these factors,
we aim to illustrate how Starbucks effectively connects with the local culture
and meets the preferences of Vietnamese consumers.

Slide 3: Starbucks in Vietnam

 Market entry in 2013: Strategy and objectives.
 Current presence: Number of stores and locations.

Starbucks Storefront in Vietnam - An exterior view of a Starbucks in

Vietnam.
Customers Enjoying Coffee - A photo of customers at a Starbucks in
Vietnam.
Vietnamese Coffee Products - An image of traditional Vietnamese coffee
products.
 Starbucks has established itself as a leading coffee brand in Vietnam
since its market entry in 2013.

In Vietnam, Starbucks has established itself as a prominent player in the

coffee market, opening numerous stores in major cities such as Ho Chi
Minh City and Hanoi. The company has effectively positioned itself as a
premium coffee brand, attracting both local customers and tourists. By
leveraging its global brand reputation while integrating local flavors and
cultural elements, Starbucks has successfully created a unique coffee
experience that resonates with Vietnamese consumers. The combination
of a strong brand presence and a deep understanding of local culture has
fueled its growth in this vibrant market.

Slide 4+5: Unique Store Design

 Visual examples of store interiors and exteriors.
 Architectural inspirations drawn from Vietnamese culture.

Local Architecture - An image showcasing traditional Vietnamese

architecture.
Starbucks Interior - A detailed photo of the interior design in a Starbucks
location.
Cultural Elements - An image of traditional Vietnamese art displayed in
a Starbucks.

Starbucks stores in Vietnam are distinguished by their unique designs that

incorporate local architectural elements and cultural references. Interiors
such as wooden furniture, bamboo, ceramic tiles, and other local
materials help the stores blend into their surroundings while also
celebrating the country's handicrafts.
- Local Artwork: Many stores in Vietnam showcase art that reflects
local culture, such as murals inspired by the vibrant street life of
Vietnamese cities
- Outdoor Seating: Because street coffee culture is so popular in
Vietnam, many Starbucks stores in the country offer spacious outdoor
seating areas, designed to accommodate the habit of enjoying coffee
while admiring the bustle of the city.
Due to the characteristics of different environments, Starbucks also
changes its design accordingly

Slide 6: Menu Innovation

 Overview of the menu evolution in Vietnam.
  Introduction of local flavors and seasonal offerings.

Vietnamese Coffee Drinks - Images of traditional Vietnamese coffee

served at Starbucks.
Seasonal Drinks - A photo of seasonal Starbucks beverages.
Menu Board - An image of a Starbucks menu highlighting innovative
drinks.

Starbucks Vietnam places a strong emphasis on menu innovation, introducing a

variety of items that cater to local tastes. Recognizing the popularity of
Vietnamese coffee, Starbucks' menu innovation in Vietnam is a key part of its
success, as the brand evolves its offerings to cater to local preferences while
maintaining global standards. Upon entering the Vietnamese market, Starbucks
introduced traditional Vietnamese coffee drinks, such as Phin Sữa Đá
(Vietnamese iced coffee), to appeal to local tastes. Furthermore, the menu
features seasonal offerings, reflecting local festivities and flavors. For instance,
drinks like Trà Ô Long (oolong tea with lemon) and Coconut Milk Coffee (Cà
Phê Cốt Dừa) are unique to the Vietnamese market. By allowing customers to
customize drinks with different milk or syrups, Starbucks further enhances its
appeal, offering an experience that combines both innovation and
personalization.

Slide 7: Seasonal Drinks

 Highlight unique seasonal drinks (e.g., Pumkin spice latte).
 Impact on sales and customer interest.

Xmas Offerings - An image of a special seasonal drink.

Festive Decorations - Pictures of seasonal decor in Starbucks stores.
Starbucks Seasonal Products - Photos of limited-time merchandise.

Seasonal drinks play a crucial role in Starbucks' menu strategy in

Vietnam, offering limited-time offerings that celebrate local culture and
traditions. For example, during the x-mas holiday, Starbucks offers
unique drinks like the pumpkin spice latte, inspired by traditional
Vietnamese flavors. Seasonal offerings create a sense of urgency,
encouraging customers to visit more frequently. Along with festive
beverages, Starbucks introduces limited-time merchandise such as
custom-designed mooncakes, which blend local cultural elements with
the brand’s signature style. By integrating local customs into its menu,
Starbucks deepens its connection with the Vietnamese community and
strengthens its brand loyalty.
 Starbucks’ global dominance in the coffee business stems from its ability
to adapt its offerings to local tastes. In Vietnam, they have successfully
introduced local favorites, such as Cà Phê Phin, while maintaining iconic
global options. They also offer unique cup sizes, with names like "Tall,"
"Grande," and "Venti," which differentiate them from competitors. Their
willingness to offer customization options and limited-edition seasonal
drinks keeps their menu dynamic and customer-focused, making
Starbucks a go-to destination for both global and local tastes.

Slide 8: Customization Options

 Personalization of drinks: How it enhances customer experience.
 Examples of popular custom orders.

Customer Customizing Drinks - A picture of a customer customizing their

drink.
Variety of Ingredients - An image showcasing various syrups, milk, and
toppings.
Starbucks Cup - A photo of a Starbucks cup with customizations.

One of the hallmarks of the Starbucks experience is the ability for

customers to customize their beverages. In Vietnam, this personalization
is especially appreciated, as customers can choose from various flavors,
milk types, and sweeteners to craft their perfect drink. This flexibility
allows Starbucks to cater to individual preferences and dietary needs,
enhancing customer satisfaction. Moreover, the customization options
encourage customers to experiment with different combinations, fostering
a sense of ownership over their drink choices.

Slide 9: Customer Approach & Engagement

Loyalty Card - An image of the Starbucks Rewards card.

Social Media Interaction - Screenshots of Starbucks social media
promotions.
Customer Feedback - An image representing customer feedback, like
surveys.

Starbucks' customer approach is at the heart of its business. It focuses on

delivering a premium coffee experience while fostering a sense of
community. There are four key components to their customer approach:
 Personalized Service: Starbucks baristas greet customers by name and
offer personalized drink recommendations. They listen to feedback from
customers, which helps them improve the service and menu offerings.
High-Quality Coffee: Starbucks sources premium coffee beans from
around the world. The expert baristas ensure that every beverage is
carefully crafted, and customers can fully customize their drinks with
different options.
Comfortable Ambiance: Each Starbucks store is designed to provide a
warm, inviting atmosphere. They offer free Wi-Fi, making their stores a
great place for customers to relax, work, or socialize.

Digital Engagement: Starbucks utilizes its mobile app to offer customers

a seamless experience with mobile ordering, loyalty rewards, and
personalized promotions. Social media is also a key platform where
Starbucks engages with customers and promotes new products.
Starbucks Vietnam uses several techniques to engage its customers. Their
loyalty program, the Starbucks Rewards card, incentivizes customers with
exclusive discounts and offers. Customers are encouraged to provide
feedback through surveys and social media interactions, which allows the
brand to improve its products and services. These strategies build a sense
of belonging and make customers feel valued.

Slide 10: Sustainability Initiatives

 Overview of Starbucks' commitment to sustainability.
 How these initiatives resonate with Vietnamese consumers.
Eco-Friendly Practices - An image of a recycling station in a Starbucks.
Reusable Cups - A photo of reusable Starbucks cups.
Sustainability Campaigns - An image from a Starbucks sustainability
campaign.

Starbucks Vietnam is deeply committed to sustainability, actively

promoting eco-friendly practices such as reducing plastic usage,
encouraging reusable cups, and implementing recycling programs. These
initiatives resonate with environmentally conscious consumers who value
brands prioritizing sustainability.
 By educating customers about sustainable practices and engaging them in
recycling efforts, Starbucks fosters a culture of environmental
responsibility. Additionally, its campaigns highlight the company’s
dedication to using sustainable materials and reducing waste, inspiring
customers to adopt similar behaviors.

Through these efforts, Starbucks not only minimizes its ecological

footprint but also enhances its brand image as a socially responsible
company, strengthening its connection with the community and
reinforcing its position as a leader in sustainable practices in the coffee
industry.

Store Sustainability Features - Pictures of eco-friendly designs in stores.

Customer Participation - An image of customers participating in
recycling.
Green Initiatives - Photos related to Starbucks’ green initiatives.

Slide 11: Sourcing Local Ingredients

 Benefits of sourcing locally: Supporting local farmers.
 Examples of local ingredients used in menu items.

Local Farms - An image of local farmers or coffee farms in Vietnam.

Fresh Ingredients - A photo of fresh ingredients sourced locally.
Starbucks Menu Featuring Local Items - An image showcasing local
dishes or drinks on the menu.

A key aspect of Starbucks' sustainability initiatives in Vietnam is the

commitment to sourcing local ingredients. By partnering with
Vietnamese farmers and suppliers, Starbucks not only supports the local
economy but also ensures the freshness and quality of its products. This
sourcing strategy highlights the brand’s dedication to promoting local
agriculture and reducing its carbon footprint associated with
transportation. Additionally, the use of local ingredients enhances the
authenticity of Starbucks' menu offerings, further connecting the brand to
the Vietnamese culture.

Slide 12: Lessons from Starbucks

 Key takeaways from Starbucks’ approach.
 Adaptation to local markets as a crucial strategy.
 Key Takeaway Infographic - A visual summarizing lessons learned from
Starbucks.
Cultural Integration - Images showcasing how Starbucks integrates with
local culture.
Adaptation Strategies - Pictures depicting examples of successful
adaptation.

The lessons learned from Starbucks’ approach in Vietnam highlight the

significance of understanding local culture and adapting to market
demands. Key takeaways include the importance of thoughtful design that
resonates with local aesthetics, the value of menu innovation that caters to
local tastes, and the necessity of creating an exceptional customer
experience. Additionally, Starbucks demonstrates the effectiveness of
engaging with communities and prioritizing sustainability, providing a
roadmap for other brands looking to succeed in new markets.

Slide 13: Conclusion & thank you

 Recap of key points about design and innovation.
 Starbucks’ impact on coffee culture in Vietnam.

Impactful Starbucks Moments - A collage of memorable Starbucks

moments in Vietnam.
Customer Interaction - A picture depicting positive interactions between
customers and baristas.
Coffee Culture - An image representing the coffee culture in Vietnam.

In conclusion, Starbucks Vietnam exemplifies how thoughtful design and

innovative strategies can lead to success in a competitive market. The
brand’s ability to embrace local culture, offer unique menu items, and
prioritize sustainability has made a significant impact on the coffee
culture in Vietnam. Starbucks’ approach serves as a valuable model for
other brands seeking to enter new markets, emphasizing the need for
cultural adaptation and a focus on customer experience.

Thank you all for your attention throughout our presentation. We now
invite any questions or comments you may have regarding our
presentation.