Trung Nguyen: Vietnam’s aspirational coffee to the US

By Linh PMP

How can Trung Nguyen, one of the most reputable coffee company in Vietnam, penetrate the USA market? The project explores the potential of the brand introduction in the USA by researching on the market, the culture, the trend, suggesting the strategies and tactics for market acquisition with a sub-brand of organic coffee, producing the sample deliverables (sub-brand name, logo, packaging, promotion video).

Note: This project was conducted in 2011, two years before Trung Nguyen announced their US market expansion plan in public.

 

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