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    FAB and USP

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    Vi Le
    The document discusses two new coffee and tea products - Weasel Coffee and Dragon Green Tea - that Trung Nguyen Coffee is launching in Vietnam. Weasel Coffee is made from coffee cherries eaten and regurgitated by weasels, giving it a unique chocolatey and earthy flavor. Dragon Green Tea involves hand-sewing green tea leaves into decorative shapes resembling flowers. As a marketing consultant, you must discuss the functional attributes and benefits (FAB) as well as unique selling propositions (USP) of these two new products.

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    FAB and USP

    Uploaded by

    Vi Le
    132 views2 pages
    The document discusses two new coffee and tea products - Weasel Coffee and Dragon Green Tea - that Trung Nguyen Coffee is launching in Vietnam. Weasel Coffee is made from coffee cherries eaten and regurgitated by weasels, giving it a unique chocolatey and earthy flavor. Dragon Green Tea involves hand-sewing green tea leaves into decorative shapes resembling flowers. As a marketing consultant, you must discuss the functional attributes and benefits (FAB) as well as unique selling propositions (USP) of these two new products.

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    The document discusses two new coffee and tea products - Weasel Coffee and Dragon Green Tea - that Trung Nguyen Coffee is launching in Vietnam. Weasel Coffee is made from coffee cherries eaten and regurgitated by weasels, giving it a unique chocolatey and earthy flavor. Dragon Green Tea involves hand-sewing green tea leaves into decorative shapes resembling flowers. As a marketing consultant, you must discuss the functional attributes and benefits (FAB) as well as unique selling propositions (USP) of these two new products.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    132 views2 pages

    FAB and USP

    Uploaded by

    Vi Le
    The document discusses two new coffee and tea products - Weasel Coffee and Dragon Green Tea - that Trung Nguyen Coffee is launching in Vietnam. Weasel Coffee is made from coffee cherries eaten and regurgitated by weasels, giving it a unique chocolatey and earthy flavor. Dragon Green Tea involves hand-sewing green tea leaves into decorative shapes resembling flowers. As a marketing consultant, you must discuss the functional attributes and benefits (FAB) as well as unique selling propositions (USP) of these two new products.

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    Download as DOC, PDF, TXT or read online from Scribd
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    FAB AND USP SCENARIO

    The globally known connoisseur Vietnamese coffee Trung Nguyen Coffee is one of the most sought-after pleasures by tourists when visiting Vietnam. These rich, multi-species coffees are deep roasted but never burnt, giving you a uniquely delicious coffee experience. From a single coffee roasting facility in 1996, the company now exports processed coffee to more than 25 countries, and has more than 1,000 coffee shops in Vietnam, and branches in Japan, Thailand, Cambodia, Germany, New York, Malaysia, China and Singapore. Due to highly vigorous and competitive business environment in coffee industry, you, as a marketing consultant, are assigned to create a marketing plan for the launching of two new Trung Nguyen Coffee products. Trung Nguyen's Weasel Coffee: It is told that Vietnamese wild weasels running around coffee plantations, eating the best and ripest coffee cherries then chucking them up. Their gastric juices alter the taste of the coffee and turn it into a unique chocolaty and earthy flavour. To widely introduce this rare coffee to the world's coffee-lovers, Trung Nguyen has been raising up weasels in their coffee plantations, giving them a safe environment to enjoy their favourite fruits and continuously produce the most wonderful coffee in the planet. Exotic and New: Dragon Green Teas Indulge yourself with the ancient traditional craft of hand-sewing white (Silver Needle) tea leaves into decorative shapes originated in China but spread to Vietnam along with many other cultural artefacts. These tight spheres of premium white tea expand in hot water to reveal a beautiful and delicate flower, with a colourful blossom in the centre. In Vietnam, these works of art are called Dragon flower Teas. They have other terms of reference worldwide, special cultivar, classified as a white tea, but with a stronger flavour than most white tea, and no bitterness. It helps prevent cancer; get the greatest amount of antioxidants, which slows aging; and lower cholesterol which decreases the risk of heart disease. The above data have been based on a real life organisation, but details have been changed for assessment purposes and do not reflect the current management practices. Focus on the brief scenario Tasks The Weasel Coffee and Dragon Green Tea products are new and unique in Vietnam and will be easy to differentiate. Discuss FAB and USP.

    FAB v USP Kch bn Snh iu trn ton th gii bit n c ph Vit Nam Trung Nguyn C ph l mt trong nhng th vui, sau khi tm kim nhiu nht ca khch du lch khi n thm Vit Nam. Nhng phong ph, nhiu loi c ph l su rang nhng khng bao gi b chy, cho bn mt tri nghim c ph c o ngon. T mt c s rang c ph trong nm 1996, cng ty hin nay xut khu c ph ch bin hn 25 quc gia, v c hn 1.000 ca hng c ph ti Vit Nam, v cc chi nhnh Nht Bn, Thi Lan, Campuchia, c, New York, Malaysia, Trung Quc v Singapore . Do mi trng kinh doanh rt mnh m v cnh tranh trong ngnh cng nghip c ph, bn, nh mt nh t vn tip th, c phn cng to ra mt k hoch tip th cho s ra i ca hai sn phm c ph Trung Nguyn. Trung Nguyn c ph Weasel: N ni rng chn Vit Nam hoang d chy xung quanh cc n in c ph, n anh o c ph tt nht v ripest sau chucking chng. Cc loi nc p d dy ca h lm thay i mi v ca c ph v bin n thnh mt s c la c o v hng v t. gii thiu rng ri c ph him c ph ca th gii nhng ngi yu, Trung Nguyn c nng cao chn trong cc n in c ph ca h, cho h mt mi trng an ton thng thc cc loi tri cy yu thch ca h v lin tc sn xut c ph tuyt vi nht trn hnh tinh ny. K l v mi: Dragon xanh Tr Thng thc bn thn vi cc ngh truyn thng c xa ca tay may trng (bc kim) l tr thnh cc hnh dng trang tr c ngun gc Trung Quc nhng ly lan sang Vit Nam cng vi nhiu to tc vn ha khc. Nhng lnh vc cht ch ca tr trng cao cp m rng trong nc nng tit l mt bng hoa p v tinh t, vi mt hoa y mu sc trong trung tm. Vit Nam, nhng tc phm ngh thut c gi l Dragon hoa Tr. H c iu khon khc ca ti liu tham kho trn ton th gii, cy trng c bit, c phn loi nh l mt tr trng, nhng vi mt hng v mnh hn hu ht cc tr trng, v cay ng. N gip ngn nga ung th, v s tin ln nht ca cht chng oxy ha, lm chm lo ha, gim cholesterol, gim nguy c bnh tim. Cc d liu trn c da trn mt t chc cuc sng thc, nhng chi tit c thay i cho mc ch nh gi v khng phn nh thc tin qun l hin hnh. Tp trung vo cc kch bn ngn gn Nhim v "c ph Chn" v "Tr Rng xanh" sn phm mi v duy nht ti Vit Nam v s c d dng phn bit. Tho lun v FAB v USP

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