huha beer proposal
TRANSCRIPT
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)
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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