huha beer proposal

Warm Tet holiday Huda beer- Group 1

02/05/2015

Proposal Marketing Plan For

HUDA BEER

Content

Background

Customer behaviour

Company product

Objective Messeage Idea

Action plan

Contingency Plan

Content

Background

Customer behaviour

Company product

Objective Messeage Idea

Action plan

Contingency Plan

Vietnam Market Vietnam beer market really

diverse, open and extremely

attractive.

"The average age of the

population of Vietnam is 28

years old and they enjoyed

alcoholic drinks"

(CEO of Sapporo Toshiyuki

Mochida).

Population

63% are under 35

years of age. This

trend will continue

until 2020.

85+

80-84

75-79

70-74

65-69

60-64

55-59

50-54

45-49

40-44

35-39

30-34

25-29

20-24

15-19

10-14

5-9

0-4

Source: General Statistics Office of Viet Nam (2013)

Drink Behaviour

About 57% of Vietnamese people drink beer.

(INTAGE, 2013)

The Vietnam drank

2.6 billion liters of beer in 2013

Market Changing • SABECO dominate the beer market in

Vietnam 48%.

• The Vietnamese has gradually moved

over a beer with luxury brands (price segment)

• Heiniken, the growth rate in one year

was 3.5%, and 9% of the market

occupied.

• Currently, Vietnam's market of

Heiniken ranks 3rd in the world

(after the United States and France)

Social Changing

• Lifestyle and increasingly powerful role of women in society.

• Therefore, we can predict an increase in alcohol consumption among women, which is still at a low level of 26%.

(INTAGE 2012)

Long-term Growth Vietnam is market:

• 13th in the nation's largest beer consumption in the world.

• Top 3 drinking beer in Asia.

• In 2013, the market grew VND4,600 million .

• The growth rate of the market in 2012 reached 9-12% and is expected to rise 12-15% in 2013-2015, then 8% in 2016-2025.

(Ministry of Industry and Trade).

Content

Background

Customer behaviour

Company product

Objective Messeage Idea

Action plan

Contingency Plan

Place market

Incease in Tet

14% 17% 61% 8%

Price market

12% 75% 13%

Market Segment Premium 13%

Mainstream 75%

Economy 12%

SABECO HABECO VBL Carlsberg/SEAB/H

ueBrew San

Miguel SAB

Miller Sapporo

Premium

Heineken Tiger Tiger Crystal

Carsberg San Miguel Gambrinu Sapporo

Mainstream

333 Saigon Special Saigon Red

TrucBach Hanoi Premium HanoiRed

Larue Superior Larue Export BGI

Halida Halong Festival Huda gold

Zorok

Economy

Saigon Green Saigon Bia Hoi

Hanoi Green Hanoi Bia Hoi

AnchorBia Hoi Bivina

Huda VietHaBia Hoi

W1N

SourcePomegranate Asia

Product value

Low price

Strong

The beauty of Vietnam

From the Middle land of

VN

Spirit National

Bring up Vietnam culture

Product

• Hue Brewery’s products was made from two main ingredient: Malt and boublon flower.

• Manufacturing process is based on advanced technology and strict compliance the standards of Vietnam and the world.

• Product line: Hude, Huda Extra, Hue Beer and Festival

Huda Beer

• Slogan: “Thổi hồn vào

mọi cuộc vui”

• A indispensable beverage

in meeting appointments,

meetings, parties, family

and social events

Huda Beer Extra

• Slogan: “Thêm Men

Cảm Hứng”

• For young people,

youthful and modern.

Hue Beer • Slogan: “Thưởng Lãm

Hương Vị Cuộc Sống”

• Premium Beer, Style of

Knowledge & culture

of Ancient Capital Of

Hue.

Festival Beer • Slogan: “Thêm Tưng

Bừng Cho Từng Lễ

Hội”

• Premium Beer, Styles

of festival.

Price

• Board of Directors decide cost of goods sold

• The price of the products is calculated as follows: price = cost production + gross profit + royalities + tax

• Hue Brewery always try to ensure a reasonable price and in accordance with the consumer and not too different from the products of competitors in a market segment

Product Specification Price( VAT) Note

Bia Huda chai 45cl 20 chai/két 138000 VND Đổi vỏ/két

Bia Huda chai 35,5cl 24 chai/két 135000 VND Đổi vỏ/két

Bia Huda lon 33cl 24 lon/thùng 182000 VND

Bia Festival 33cl 24 chai/két 162000 VND Đổi vỏ/két

Hue Beer 35,5cl 24 chai/két 160000 VND Đổi vỏ/két

Huda Extra 20 chai/két 145000 VND Đổi vỏ/két

Content

Background

Customer behaviour

Company product

Objective Messeage Idea

Action plan

Contingency Plan

Demographic

Southern market is still

potential areas.

Establish plans southward

after creating brand

awareness for the 80% majority of young people in

the North (expected in

2016)

•

•

•

•

•

•

•

•

•

•

•

•

•

•

•

•

•

•

Psychological

Customer group is young clientele carry huge potential for the beer industry. Need to focus on changing the packaging, the approach to rejuvenation product line and easy access to target customer

Customer Insight

proud of the traditional values of

their homeland

Who love the simple values of life

Content

Background

Customer behaviour

Company product

Objective Messeage Idea

Action plan

Contingency Plan

Objective (Social)

• Arousing national character in young people.

• Huda contributes to help the difficult

circumstances in community so that they can

have a warm lunar new year.

Objective (Business)

• Reminding the brand name.

• Expanding the market share in Vietnam

• Increasing the revenue up to 20%

• Improving the recognized people

(10 million people)

Content

Background

Customer behaviour

Company product

Objective Messeage Idea

Action plan

Contingency Plan

Message

• Heightening the sense of nation.

• Helping Vietnamese community have a warm

Tet holiday

Content

Background

Customer behaviour

Company product

Objective Messeage Idea

Action plan

Contingency Plan

Main programs in campaign

• Fanpage “Huda tinh than dan toc Viet”

• Night music event at Truong Sanh - Hue

• Dominating some restaurants by baner, PG and activation.

• Create charitable funds for local community

• Advertising and Sales promotion

Phase 1: 1/12-28/12/2015 No Time Activities Details Media channel Cost

1 1/12 To 28/12

Of

2015

Promote

Fanpage:

“Huda-Tinh

Thần Dân Tộc

Việt”

- Create weekly games for user

through the questions about

national topics.

- 3 prizes for 3 winner each week.

Social media 10.95

mil

VND

2 Direct marketing

at restaurants

and grocery

store.

- Each restaurant has 3 PGs and

banners

- Each grocery has 2 standees and

banners

Direct channel 500

mil

VND

Phase 1: 1/12-28/12/2015 3

Organize some

games in

restaurants and

supermarket

- With every 5 bottles was

drunk, customers will give a

scratch card and have chance to

receive free bear, T-shirt, gas-

lighter,...

- In supermarket: put box

games in the lobby to atttack

people.

Direct channel 100 mil

VND

4 Advertising - Putting billboard on famous

streets.

- Banners will be put in website.

Website:

vnexpress.net,

24h.com.vn

600-700

mil VND

Phase 1: 1/12-28/12/2015

Objective 1:

Creating brand awareness in the restaurants and grocery store.

Creating coverage and the number of products displayed at the supermarket, grocery

and retail stores.

Create product coverage in the area organizations.

Distribution of tickets for major events last year “Huda – Tinh Thần Dân Tộc Việt”

KPIs 1:

Fanpage: 700 thousand members

About 3 million people recognize brand name.

Budget forecast: ~ 1,3 billion VND

Phase 2: 29/12-15/2/2015 No Time Activities Details Media channel Cost

5 31/12/2015 Organize a

night music

event

- The topic “ Tinh Thần Dân Tộc

Việt” with “áo dài” performance

and the traditional songs and songs

about spring

- Besides that, all participants will

drink beer free and count down for

the New year moment.

Social media,

newspaper and

online newspaper,

forums,...

2 bil

VND

Phase 2: 29/12-15/2/2015 6 1/1/2016-

8/2/2016

TVC 30s about

Tet atmosphere .

A story about family in Tet

holiday and the image of reunion

friends.

TV channel (VTV3,

Hue)

2.55 bil

VND

7 Create charitable

funds “Mua

Xuan Am Ap”.

Contribute an amount of money to

helping difficult situations and

all revenue of Night Music Event

will be donated to this funds.

Social network,

youtube channel

2 bil

VND

8 Sales promotion. - Promoting for customers:

buying 1 get 4 cans free.

- Suppliers: Discount 2-5%

depend on the sales of each store.

Social Network,

youtube channel.

1 bil

VND

Phase 2: 29/12-15/2/2015

9 9/2-15/2/2016 Social

Responsibility.

Visit and wish the elderly

Show respect to person who

contribute to nation.

Direct

Newspapers,

youtube channel.

300-

500

mil

VND

Phase 2: 29/12-15/2/2015

Objective 2:

Increasing brand awareness level.

Boosting the sales through activation.

Try to create a new trend to change the behavior about selection of consumer products.

KPIs:

2,000 people attend Night music event.

Increasing 7 million people recognize brand name.

Budget forecast: ~ 8 billion VND

Content

Background

Customer behaviour

Company product

Objective Messeage Idea

Action plan

Contingency Plan

Contingency Plan

• Can’t hold the Night Music event because it’s rain

• Don’t enough attend people: We will push and spread the information more on the media channels to introduce the Night Music. Besides, we can discount the price of ticket to attract many people.

Thank you