MEET THE GROUP
12
Huỳnh Như
Huỳnh Như Quỳnh
Đinh Huỳnh Như Ngọc
Trần Thị Ngọc Phúc
Phạm Nguyễn Như Hân
Nguyễn Phan Thảo Vân
01 INTRODUCTION
Overview
TARGET MARKET 02
MARKETING
06
COMMUNICATIONS MIX 03 LOCATION ANALYSIS
PRICING 07
RETAILING CHANNELS 04
08 CUSTOMER SERVICES
05 MERCHANDISE MIX
STORE LAYOUT
09
DESIGN
INTRODUCTION + 14 ,0 00
Stores located worldwide
Circle K is an international convenience store
chain founded in 1951 in Texas, USA. +6,000
Circle K's success in convenience retailing spans
stores across the United States
more than 70 years.
+400
Circle K stores are present in
major cities in Vietnam.
COMPANY HISTORY
1 1951 3 1979-2003
•Fed Harvey has established a store in •It was renamed Circle K and became
Texas, USA and is called KAY's with a famous brand until now.
1000 stores
2 1979 4
NOWADAYS
•They have entered the international •Circle K can be found in many
market with a chain of stores in Japan. places around the world
GLOBAL NETWORK
They are part of communities
across North America, Europe,
Asia, and the Middle East,
helping us grow into one of
the world’s leading
convenience and fuel retail
businesses.
TARGET MARKET
• 1.Orientation Toward the
Customer
• 2.Circle K’s Target
Segment
Characteristics:
-In terms of age and income
-In terms of jobs
-In terms of psychological
characteristics
-In terms of consumer demand
TARGET MARKET
3.Consumption Level of The Products:
According to the 2020 article, the convenience store
industry's sales gradually increased throughout the
year.
LOCATION ANALYSIS
1.Circle K’s Market Location Segment
Characteristics
-In Foreign Market:
• More than 14,800 company-operated stores and
2,380 franchised Circle K stores.
-In VietNam:
• Circle K in Vietnam has over 400 stores in Ha Noi,
Ha Long, Ho Chi Minh City,...
LOCATION ANALYSIS
2. Target Location: -Accessibility:
• Nowhere is it easier to do business than in • Select locations with a high population density,
-• Located in the main area or densely populated
Ho Chi Minh City, because this city has
areas, with high purchasing potential.
numerous advantages.
-Specific Sites:
• District 1 is considered a location that
creates favorable conditions
RETAILING
CHANNEL
RETAILING CHANNEL
PHYSICAL MOBILE
STORE RETAILING
PHYSICAL STORE
Circle K has expanded to over
400 stores in Vietnam.
The company operates their
convenience stores with 2
different scales:
• Scale of 25m2 - 50m2
• Scale of 100m2 - 120m2
MOBILE
RETAILING
CK GO allows customers to go
shopping online through
Shopee Food and GoFood.
MERCHANDISE
MIX
General
Merchandise
Health and
Beauty
MERCHANDISE
GROUP
Food
Drink
PRIVATE LABEL
BRAND
Circle K also has their own
private brand.
These products are only sold in
certain countries.
MARKETING
COMMUNICATION MIX
1. PAID 3. COOPERATIVE
ADVERTISING ADVERTISING
2. UNPAID 4. SALE
ADVERTISING PROMOTION
PAID UNPAID
ADVERTISING ADVERTISING
ONLINE ADVERTISING USER-GENERATED CONTENT
• Showing the diverse range of products and • Showcasing the diverse range of products
services offered available
• An overview of ongoing promotional • Engaging and welcoming atmosphere
programs within the store
SPONSORSHIPS AND IN-STORE PROMOTIONS
PARTNERSHIP • Attracts customers' attention
• Takes advantage of business • As a tool to communicate exclusive offers
relationships to promote consumption • Create a dynamic shopping
environment
COOPERATIVE
ADVERTISING
SNACK FOOD COMPANIES
BEVERAGE COMPANIES LOCAL BUSINESS
SALE PROMOTIONS
CUSTOMER LOYALTY LIMITED-TIME CUSTOMER FREE GIFTS
PROGRAMS PROMOTIONS ENGAGEMENT AND
COMMUNICATION
RETAIL
PRICING
INTERNAL FACTORS
The price at which the product is sold
to the end customer is called the retail
price of the product.
EXTERNAL FACTORS
CIRCLE K’S PRICING
STRATEGY
SINGLE PRICING POLICY PRICE BUNDLING
MARKDOWN AND COUPONS
FREQUENT SHOPPING
PROGRAMS
MEMBERS OF CIRCLE K
• Discounts on in-store
purchases
• More extremely attractive gifts
• Many attractive vouchers just
need to be activated and used
CUSTOMER SERVICE
CUSTOMER SERVICE IN-STORE ASSISTANCE
HOTLINE
• 1900.3110
EMAIL SUPPORT
• [email protected]
Contact ONLINE RESOURCES
• https://www.circlek.com.vn/
• mobile app (CK Club)
SOCIAL MEDIA ENGAGEMENT FEEDBACK MECHANISMS
• https://www.facebook.com/
CircleKVietnam?mibextid=ZbWKwL
STORE LAYOUT
LAYOUT
DESIGN
1.FIXTURES
2.LIGHTNING
DESIGN
3.COLOR
4.MUSIC
T h a n k
y o u !
