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MarketingService
Name : Vu Thi Ha MyRoll No :SB00991Class :SB0705Lecturer: Luu Thi Thao Nguyen
Individual Assignment
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I. Introduction
1. Highlands coffee
Highlands coffee is one brand of Viet Thai International JSC. Established
since 1998, at that time Highlands only focusing on packaged coffee. Highlands
Coffee brand launched into high end hotels and supermarkets in 2000 via
packaged Roast & Ground Coffee, and then they have some memorable
milestones:
* 2002 They opened their first caf at Metropolitan building, Ho Chi Minh City.
A week later, the first outlet opens in Hanoi, also marked the relentless
development of the company
* 2006 Highlands Coffee at Saigon Center launched with a new look, open up a
future of investment scale.* 2007 - 2013: Up to present, Highlands developed into a big system with 58
coffee shop in 5 cities of Vietnam.
Highlands concentrated into 2 array of coffee products: traditional and
international flavor of coffee. In addition, to meet the demand for fast food, some
of Highlands facility also serves breakfast and pastries.
Traditional Flavor H ng v qu c t * Modern Coffee
* Traditional Coffee
* Heritage Coffee
* Espresso-Full City Roast
* Espresso-Cinnamon Roast
* Espresso-Arabica Supreme
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* Espresso-Decaffeinated
2. Paris Gateaux
Paris Gteaux is 5 star pastry shop chain of Grand Union Vietnam JVC,
specializing in tart, bread, coffee and teas. Main products of Paris Gateaux
revolves around four main areas: Bread, cakes , drinks including tea, coffee and
cream products.
The architecture of Paris Gteaux outstanding with luxurious,
elegant in white tone. Inside, there are tables, sofas with soft colors
are blue and mainstream chocolate brown gives diners a warm, familiar
bu t no le ss ex qu is ite . Coming to Paris Gteaux customers not only enjoy
French pastries with excellent taste but also witnessed space in style and elegance
of French.
Not only famous for pastries and breads, beverages Paris Gteaux Tingle
also lists the types of scrumptious as Capuccino coffee, Americano, Latte caramel,
green tea with ice cream, milk tea Okinawan with black sugar , matcha milk with
coffee beans imported from South America, teas and natural syrup imported from
Taiwan.
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campaign, emphasizing the universal
nature of products like white coffee or
bread with sausage in moderately priced
compared to market prices. It brings
great efficiency to extend customer
segments with medium income, that they
can still enjoy the luxury coffee
Highlands with reasonable price.
- However, there is difference in some
various location on pricing, menu items
with no specific notification to
customers. Specifically, the price on
Highlands Megastar Cineplex is 20%
lower than the Highlands Nha Tho Street
and they do not serve some dishes even if
it appears on the menu. The lack of
synchronization is likely to cause
aversion because of dubious distinction
of services.
it will have no effect on the impression
view for new customers, they cannot get
the information even when they go to the
street that have a branch of Paris
Gateaux.
- The price change will not be notified to
the customer. But in return, come to visit
the stalls of Paris Gateaux cakes,
customers will be very interesting to see
specific information about the origin,
ingredients of each type of cake. As a
result, customers will be easier to choose
products that they want. The advantage
of Paris Gateaux is their products always
create a new feel to the origin and
difficult to imitate in other rivals.
Order - taking In order service, the two companies are not focusing too much, it is stop at reserve
table but not specialized for the particular meeting because of the noisy public places.
The development of the membership card is not implemented as much as the new
coffee shop, the main reason probably is the long lifetime and the loyal customer
base of both are relatively stable.
Billing Except on Megastar Highlands,
customers are order drinks at the table.
The confirmation of waitress must be
carefully to avoid errors. The customers
rarely have the bill right after completed
their order, mostly when checkout, and
many people just pay the bill without
Order item and get the bill must be done
in one stage at the PG checkout corner.
It reduces the errors due to customers
directly check the bill, but it is time
consuming. It leads to an extension of the
waiting stage of other customers, and it is
easy to miss one of the special
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checking it. requirements of each customer's dish.
The requirements of customers for their
items was checked in the cup shell and
go to the processing areas and the
employees often forget or confused the
requirements of customers so the
customers often feel inhibited and have
to accept that drink or complaint and wait
for the changing things.
Payment Both companies mainly use traditional payment methods by special services that are
offered on-site. Customers in the Highlands and Paris Gateaux is mostly paid in cash
with no specialized machine. In Highlands, they have a lot of foreigner customers, so
they use the visa card for payment method but the method is quite slow because of
not having a machine to calculate the exchange rate. While another countries are
familiar with the card, this is a huge disadvantage not only of Highlands and Paris
Gateaux but most services in Vietnam.
2. Enhancing service
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Highland coffee Paris Gateaux
Consultation If you have time to experience all the
Highlands site, customers will feel that
the staff here is trained very carefully
about the basic operations. Due to be
served at the table, so employees here
have more conditions to care for each
customer's unique needs. For example,
when reading a long menu of Highlands,
customers will be confused between the
dishes, and need an advice and
information from the service staff, they
are quick to advise customers so
customers can take the immediate choice.
More thoughtful, most of the drinks here
have abroad style that unfamiliar with
Vietnam customers, Highlands
employees often help provides specificguidance to customers so they can
properly enjoy their drinks in the right
way. This brings great sympathy from
customers and easily locate them in mind
not only the experience but also taste
sensation.
Paris Gateaux has the advantages of
diversity in the product difficult to
imitate. Compared with Highlands , Paris
Gateaux actively give advice to
customers in the way they put the name
of the menu item. As mentioned above,
not only cakes, but drinks menu also help
customers quickly figure out their needs
and choices immediately (eg, green tea
ice cream, green tea peach, ...), only a
few really special, but it does not take too
much time of employees to explain to
customers. We see clearly articulated in
the payment model and the set up menu
to reduce waiting time at the checkout
counter. However, this also caused
consequences because such availableinformation can induced laziness of staff.
They do not take the initiative to ask
customers, only resolved when the
customer needs and must revealed.
The feedback reflected the attitude of the
service staff of Paris Gateaux is not
enthusiastic happen frequently.
Hospitality - Basically, when customers come, will
have an open door staff and guests
bowed, but we often see this behavior
will not sync at all stores and all times of
the day.
- When you come to Paris Gateux shop,
you will often hear that: "Paris gateaux
salutes you" but after a while, customers
will easily recognize it is a very basic
script type, sometimes repeated as an
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- Highlands has free water service to
customers. But particularly for take away
customers, they do not get the
enthusiastic attitude of staff and no
waiting area for customers to sit.
In a view of the patron of Highland, I
see the inconsistency in service here. The
staff has good skills but not closely
monitored and maintained for a long
time. Besides good feedback, the others
is not thoroughly overcome.
- Quality of restroom at Highlands
relatively clean, however the customer
will often take a long time to find a toilet
because the instructions are not the same
and not clear in every place.
obligation with insensitive attitude.
- Like Highlands, Paris Gateaux has no
waiting area for customers, but instead,
customers will be attracted by a pastry
counter because of arranging the layout
and provide interesting information, or a
trial cake at the cashier. Therefore, the
waiting time of customers is less boring.
- Toilet is always a problem in
restaurants, coffee shops in Vietnam. In
contrast to the brightly decorated, the
toilet is in pretty poor investment.
Frequent lack of soap and toilet paper is a
problem in all branches of Paris Gateaux.
Particularly with Paris Gateaux To Hien
Thanh, the customers cannot distinguish
among male and female toilets.
Safekeeping All branches of Highlands has the
security to lead the vehicles forcustomers and each vehicles has a ticket
to ensure safe.
The security has only task that sorted
vehicles as much as possible.
Exception The main problem of both is the compensation for customers are not satisfactory.
When they have a mistake, they often mere apology and try to persuade customers to
use that defective items and rarely re-do the items for customers or a new item is
added incentive to appease customers
III. Recommendation
Through these above analysis, it is clear that the two major problems that both of
companies are having such services are inconsistent and lack important aspects of products
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