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Extending Case of Highlands Coffee - Coggle Diagram
Extending Case of Highlands Coffee
I. INTRODUCTION + BRAND IMAGE
A. INTRODUCTION
Vietnamese coffee heritage
Coffee shops, packaged coffee, and canned milk coffee
Established in 1999
Brand extension into ready-to-drink coffee
B. BRAND IMAGE
Tradition + Modern Lifestyle
Vietnamese coffee traditions
Studying, working, relaxing & socializing
Community Connection
“Highlands Coffee Is Ours”
Sense of belonging
Meeting friends & connecting with others
Vietnamese Identity & National Pride
Traditional Vietnamese coffee culture
Vietnamese identity & local values
Recognizable Brand Identity
Patriotism & passion for Vietnamese coffee
Dedication to customers
Red logo
II. TARGET MARKET + PROMOTION
A. TARGET MARKET
Target Customers
Office workers
Busy consumers
Students
Consumer Needs
Ready-to-drink coffee
Enjoy Highlands without visiting a store
Convenience
Brand Stretching
Adapt to modern, busy lifestyles
From coffee shops to canned coffee
Brand Awareness & Image
Recognizable white logo
Consistent brand image
Red and brown can design
B. PROMOTION
In-store Promotion
Branded standees
Supermarket & convenience store displays
Free product sampling
E-commerce Promotion
Free shipping
Bundle discounts (6-can packs)
Flash sales
Digital Marketing
Micro-influencer reviews
Reach younger consumers
Facebook & TikTok video ads
Marketing Objectives
Encourage trial purchases
Boost sales volume
Increase brand awareness
III. COMPETITORS + BRAND LOYALTY
A. COMPETITORS
Highlands' Edges
Full product ecosystem: Store -> Instant -> RTD can
Two flexible SKUs: 185 ml & 235 ml
Top-of-mind national café brand
Challenges
Taste expectation gap: Fresh store brew vs. industrial canned milk coffee
Higher price point than mass-market RTD cans
Shelf dominance of legacy FMCG rivals in mom-and-pop shops
Direct RTD Rivals
Birdy
Mr. Brown
NESCAFÉ
B. BRAND LOYALTY
Loyalty Drivers
Delivery Channels: High reach on Grab & ShopeeFood
Emotional Bond: Strong Vietnamese coffee pride and identity
In-house App: Rewards, personalized push promos, customer data
Impact on Canned RTD
Flavor consistency: Protects store reputation across channels
Out-of-store reach: Extends brand presence into CVS and supermarkets
High conversion: Café regulars buy cans on brand trust alone
IV. FACTS AND FIGURES
E-commerce Milestones
Shopee as primary driver: 80.4% revenue & 83.7% sales volume
Over 1,000 units sold on major e-commerce platforms
Total online revenue: > 1 billion VND across 58 active
Distribution Reach
Strong brand image leverages 3rd-party retail channels
Extends reach beyond physical stores into daily online shopping
Strategic Assessment
Higher brand awareness across diverse touchpoints
Stronger consumer engagement via accessible purchasing channels
Product portfolio expansion (RTD category)