Exploring Mindful Marketing Trends for Elevating Branding Success in Vietnam's Tea Industry: A Case Study of Tea & Coffee Sandals Group

Abstract

The rise of mindful consumption has driven a shift in the way brands approach and operate marketing, especially in culturally-driven categories like tea in Vietnam. This study aims to explore emerging Mindful Marketing trends and how they impact brand success in the Vietnamese tea industry, through a case study at Tea & Coffee Sandals Group (TCSG). By analyzing the integration of mindfulness into marketing strategies (including elements of Mindful Marketing, authenticity, sustainability, CSR (corporate social responsibility), CSV (creating shared value), branding theories, and cultural relevance), and examining real-world cases where Mindful Marketing has been successfully implemented, this study provides deeper insights into the role of Mindful Marketing in building consumer trust and loyalty for brands. The research results will contribute to modern marketing theory,
supplement practical Mindful Marketing solutions for TCSG in the future, as well as orient brand strategies for tea businesses in particular and traditional FMCG businesses in general in Vietnam.
Keyword: Mindful Marketing, branding, Vietnam tea industry, Tea & Coffee Sandal Group