heineken shandy mp2011 (final)

Business PlanHeineken Shandy

Business PlanHeineken Shandy

“Not for Everyone”

LOGOContentsContents

Company Background1

Industrial & Competitor Analysis2

Consumers Behavior3

Marketing Strategies4

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Company Background

Company Background

LOGOCompany ProfileCompany Profile

Organization’s Profile Started in 1863 in the Netherlands Mr. Gerard Adriann Heineken originally established

Heineken beer The Essence of Quality of Beer

The quality was of the utmost importance Selected raw materials from the best source in the world Malts and pure hops from Europe, water, and specially

selected yeast Controlled by specialists and professionals in Thailand and

aboard

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The Reward of Pride Almost 150 years, “Heineken” beer was well known to all the

world drinkers The reward “Medaille D’ Or Paris” in 1875 The “Diplome D’ Honneur Amsterdam” in 1883

Company ProfileCompany Profile

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Heineken in Thailand Started in 1993 with 3 firms: Thai Insurance, Thai Coca Cola,

Thai Military Bank Joined with Asia Pacific Brewery from Singapore Thai Asia Pacific Brewery registered on September 16, 1993


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First Start Authorized fund 750 million Baht The initiate capital fund 2,000 million Baht for the beer factory in

Nonthaburi Machineries from Germany

Company Vision To produce the highest quality and the perfect standard beer by

Thai people Company Goals

To create the customers’ perceptions that “Heineken” is the product brand not the company brand

To publicize that Thai Asia Pacific Brewery company was the beer company producing the “Heineken” beer in Thailand


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The Reward of Pride in Thailand

In 1998 - ISO 9002 in production quality and in effectiveness of working system. The first beer company in Thailand received this certificate from the United Kingdom Accreditation Scheme (UKAS)

In 1997 - Heineken Quality Award in production and packaging. It was selected from the Heineken beer factories around the world.

In 1996 - Best Beer Award in quality of beer. This award was chosen from the Heineken beer factories in the Asia Pacific Rim.


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Thai Asia Pacific Brewery company and CSR Golf Tournament and Sailing Boat


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Wastewater Treatment: Water for Life, Proud to be Green


LOGOCompany OrganizationCompany Organization

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Financial Goal

circulation in Y2012 = 15,000,000,000 THB

Company GoalCompany Goal

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Industrial & Competitors Analysis

Industrial & Competitors Analysis

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Market Trend

Industrial AnalysisIndustrial Analysis

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Market share

Industrial AnalysisIndustrial Analysis

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Product Analysis

Competitors AnalysisCompetitors Analysis

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Price Analysis

Spy 35 BahtBacardi Breezer 55 BahtSmirnoff Ice 49-55 BahtAISA 55 BahtCruiser 63 BahtNite 39 BahtWKD 79 BahtDr. Thirsty 110-120 BahtJohnny Walker One 59 Baht


LOGOCompetitors AnalysisCompetitors Analysis

1. Supermarket

2. Convenience store

3. Discount Store

4. Hypermarket

5. Traditional shop

Place Analysis

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Promotion Analysis


1. Sale Promotion

2. Kiosk in front of Pub &Restaurant

3. PC Girl

4. Advertising

LOGOSWOT AnalysisSWOT Analysis

Strong Brand in Heineken Beer Well known in Premium quality High capacity to launch & production Strong in distribution channel First move in Beer+Fruits

STRENGTHS WEAKNESS

OPPORTUNITIES THREATS

All media need to approve from HQ Brand impact to Heineken Low experience in RTD market

Consumer perception Easy to trial cause from price is not to high Consumer still seeking new product to drink

Government Policy Healthy concerning High TAX policy RTD image is made for women

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Consumers Behavior

Consumers Behavior

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Questionnaires result by Geographic

Consumers Behavior AnalysisConsumers Behavior Analysis

Geographic Area

Percentage

Northern 28.31

North Eastern 21.80

Eastern 19.55

Bangkok & Central

16.18

Southern 14.16Sources : BrandAge, 2546

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Questionnaires result by Demographic


Sources : BrandAge, 2546

Age Percentage

Below 20 19.335

20-29 34.61

30-39 22.92

40-49 14.38

Above 49 8.76

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Questionnaires result by Brand Trust



No. Brand Score

1 Barcadi Breezer

24.02

2 Johnnie Walker One

19.44

3 Vodka Cruiser 16.85

4 Dr. Thirsty 11.85

5 ES Beer 5.39

6 Sierra 3.07

7 Cristov Vodka 2.89

8 Tattoo Vodka 2.55

9 Takara Can Chu-hi

2.40

10 Smirnoft 2.40

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Questionnaires result by Selection Factor



No. Factor Score

1 Good Taste 8.61

2 Varieties of Taste 7.98

3 No side effect (Hang)

7.80

4 Nice Color 7.74

5 Good Smell 7.70

6 Available in Pub & Restaurant

7.44

7 Brand 7.38

8 Available in Supermarket

7.33

9 Available in Convenience Store

7.30

10 Well Known 7.27

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Marketing StrategiesMarketing Strategies

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By Demographic Characteristic Age Income

By Psychographic Segmentation Lifestyle Attitude Personality

Market SegmentationMarket Segmentation

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Like to join party Love out door activities Like to trial the new things Age 18 – 30 Y Income 20,000 THB+

Market TargetMarket Target

LOGOMarket PositioningMarket Positioning

Strong Brand

Weak Brand

Low Taste Good Taste

Vodka Cruiser

Barcadi Breezer

Shandy

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Market Share 30 % from total market size

Profitability 35 % from total sale revenue 125 MB

Marketing ObjectiveMarketing Objective

LOGOProduct StrategiesProduct Strategies

• RTD Beer mixed with fruits under brand “Shandy”• 3 taste Lemon, Grape and Apple• Contain in glass bottle size 330 ml with colorful

and attractive label• Crown finish with easy to open

LOGOPrice StrategiesPrice Strategies

Price Price per Unit 68THBPack 4 bottles 268

THBBox (12 bottles) 780

THBงDiscount Structure

Normal Discount 5 %Special Discount 15 %

LOGODistribution ChannelDistribution Channel

Traditional Trader

Wholesaler

TAPD

TAPB

Pub&Res./ Modern Trade/Convenience Store

ConsumersConsumers

LOGOAdvertising Campaign : TVCAdvertising Campaign : TVC

Teaser Advertising : Not for Everyone

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Teaser Advertising 2 : Shandy by Heineken

Advertising Campaign : TVCAdvertising Campaign : TVC

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Advertising : Felt


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Advertising : Smart


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Channel 7 ชิ�งร้�อยชิ�งล้�าน True Story Big Cinema

Channel 5 นาที�ฉุ�กเฉุ�น Christ Delivery

Channel 3 After Soap Opera

True Vision (Cable TV)


LOGOAdvertising Campaign :RadioAdvertising Campaign :Radio

Radio Advertising

1. Cool 93 Fahrenheit FM 93.0 MHz

2. EFM FM 94.0 MHz

3. SEED FM FM 97.5 MHz

4. Get FM FM 102.5 MHz

5. Easy FM FM 105.5 MHz

6. MET FM 107.0 MHz

LOGOAdvertising Campaign :MediaAdvertising Campaign :Media

Print Media Advertising Magazine

Men Health Image Elle Cosmopolitan

Newspaper Bangkok Post

LOGOAdvertising Campaign :MediaAdvertising Campaign :Media

Web site Advertising www.pantip.com www.manager.co.th Etc.

Social Networking www.facebook.com Blog page

LOGOPromotion Campaign :ConsumerPromotion Campaign :Consumer

Shandy Souvenir Miss Shandy Shandy Bowling Competition X-Tream Sport

LOGOPromotion Campaign :TradePromotion Campaign :Trade

Trader discount Incentive trip Product display & POP up materials Sampling & Free goods Light box decoration Shandy souvenir

LOGOPromotion Campaign :PRPromotion Campaign :PR

Launch Event Press Release Sponsorship program

For your attention

LOGOGroup MemberGroup Member

Pakkawan Satranarakul 53402003-7 Promsak Jaranyagorn 53402004-5 Petcharat Lovichakorntikul 53402008-6 Punchayanut Srisuwattanasakul 52311009-6

4 P’s Group4 P’s Group

heineken shandy mp2011 (final)

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