Group 1:

Nguyn Bch Tuyn

V Hnh Linh
Nguyn Hng Giang
Trn Ngc Huy
Nguyn Bi Tuyt Anh
L Thu Quc
Nguyn Th Huyn Trm
BRAND MANAGEMENT
URBAN STATION COFFEE
BRAND INTRODUCTION
Bt u khai trng ca
hng u tin t nm 2011

M rng v tr thnh chui
c ph take away ni ting
trong 3 nm

30 ca hng (bao gm cc
ca hng nhng quyn v
ca hng chnh ti H Ch
Minh, H Ni, Lt, Vng
Tu, Nng, Bin Ha)
MISSION & VISION
Mission: Nui dng v truyn cm hng nhn
vn cho tt c mi ngi
Vision: To trm ngh chn gia ng ph vi
mc ch mang n s yn bnh trong cuc
sng bn rn. Cc sn phm ca Urban Station
c th mang li n ci rng r v s hi lng
cho bt k khch hng no gh thm.
INSIGHTS
Ti mun mt ni dng
chn gia lng thnh ph
x b, nhn nhp, c bit
l trong nhng lc kt xe,
ma nng bt cht
Ti mun c mt qun c
ph c gi ph hp vi ti
tin sinh vin. Ti cng
mun c mt ni t hp
kt ni bn b.
BRAND INTRODUCTION
Dch v
Phc v nc gii kht v
c ph kiu vi menu a
dng theo cng thc
Phong cch
Theo ch ng ph
ca vng quc Anh
(hin i, bng n v thn
thin)
BRAND INTRODUCTION - Menu
Price: 20.000VND 35.000VND
BRAND INTRODUCTION - Website

BRAND INTRODUCTION - Fanpage


ADVANTAGE
Ra i sm hn Urban
Station
Thit k theo phong cch
tr trung vi mu xanh l
m lm ch o
Ra i sm hn Urban
Station
Ch ngi th gin thoi
mi, nhc hay


DISADVANTAGE
Mc gi cao
Gh ngi cao khin khch
hng cm thy khng
thoi mi
Mc gi cao
Thit k cha tht s ni
bt
Nhn vin khng thn
thin
I TH CNH TRANH
KHCH HNG MC TIU
Hc sinh, sinh vin (13-23)
First jobbers (23-33)
LOGO - SLOGAN
THIT K, PHONG CCH QUN
THIT K, PHONG CCH QUN
NHN VIN
BRAND POSITIONS STATEMENT
Khch hng t 13-33 tui, tr trung, hin i
Chui ca hng thc ung mang i
Mang li s tin li v thoi mi nht cho khch hng nh mt
trm ngh chn hin i gia thnh ph tp np
Thit k tr trung da theo hnh nh mt trm dng vi
3 mu ch o trng, xanh, .
Menu vi gn 50 mn theo phong cch chnh cng
Nhn vin lun thn thin nhit tnh
Pha ch 1 mn ti a 3 pht

TO
Urban
Station is
That
brings
Because
REASON TO BELIEVE
Khng gian nh, m
cng, n tng
Dch v ti qun
mang n s hi
lng ti a
Cht lng ung
c m bo
Quang Tan Hoa
company, Tan Khoa
Distribution
Corporation,
Lothamilk
Corporation,...
Menu designed by
Barista No.1 VN Vo
Phap
BRAND SEGMENTATION
DISTINCTIVE
(s khc bit)
Take away
Stay drink
IDENTIFIABLE
(kh nng nhn bit)
BRAND SEGMENTATION
Thit k n tng,mang phong cch ng ph, bi bm v hin i rt
ring. Urban gi ch khng gian chung ti chui ca hng ca mnh
nhng mi ca hng c mt thit k ring
ACCESSIBLE
(kh nng tip cn)
BRAND SEGMENTATION
ACTIONABLE
(hnh ng)
Cng tc vi V Php - gii
nht Barista (ngh nhn
pha ch c ph) quc t
ngay t ngy u.
H thng sn phm a dng, c
o (t c ph, ice-blended,
smoothie, cookie, soda... n Italia
sorbet)
BRAND SEGMENTATION
MEASURABLE
Trong 2 nm Urban
Station nhn c nhiu
s quan tm vi nhiu
li ngh nhng
quyn, hp tc

n nay, Urban Station
ang ch n s ra i
ca ca hng th 30,
vi th trng m rng
TP.HCM, Bin Ha, H
Ni, Vng Tu, Lt,
Nng...
SUBSTANTIAL
Urban Station ang
pht trin theo hai
hng:

Mt l nhng ca hng
do Cng ty trc tip
u t, vn hnh

Hai l ca hng hp tc
ch khng thin hn v
nhng quyn thng
hiu
BRAND SEGMENTATION
STABLE
(s n nh)
Chng ti khng thay i, by gi v
c sau ny cng khng, nhng ci lm
chng ti khc bit l khng gian ph
th ngp trn hng c ph, l gu c
ph nh nhng say m, l s thn
thin ca b bn. Bn cnh , nhng
bui nhc sng, nhng s kin si
ng cng c b sung v chm
cht
BRAND KEY VISION
Direct: Passio, Effoc
Indirect: Start Up cf,
Milk tea stores, other
cafe store
1. Hc sinh, sinh vin
(13 23)
2. Nhn vin vn phng
(23-33)
1. Italian Menu from No1
Barista from VN
2. Experienced CEO
3. Process and machine

Modern, professional but
friendly, peaceful place.
Italian coffee store:
Good For Groups, Take Out,
Delivery, Catering, Waiter
Service, Outdoor Seating

1. England Street-style
design
2. Abundant Menu
3. Excellent Service
Insight: 1 qun c ph th gin vi phong cch hin i v gi c ph hp
Root strength
Italian Coffee store
with take-away and delivery service
IMPROVEMENT
Delivery
delay
Hire delivery employee.
Improve communication via establishing call center.
Drink tracker time delivery limited
QUALITY
PRODUCTS
More training for employees.
Self designed drink
Add more combo fastfood and cake
Staff
Service
ci thin dch v phc v khch hng ( mang nc
n tn bn)