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Add a subheading GROUP 6 CLASS MKT1614 TEACHER NGUYEN HOANG PHUONG LINH PERIOD FALL 2021 Due date 7 November, 2021 GROUP ASSIGNMENT Subject MKT101 PRINCIPLES OF MARKETING FPT UNIVERSITY 1 INTRODUCTION[.]
GROUP ASSIGNMENT Subject: MKT101 PRINCIPLES OF MARKETING GROUP CLASS: MKT1614 TEACHER: NGUYEN HOANG PHUONG LINH PERIOD: FALL 2021 Due date: November, 2021 FPT UNIVERSITY Table of contents INTRODUCTION Company Background Company Description Profile Of Target Customer Target Marketer SITUATION ANALYSIS Sabeco's Macroenvironment Sabeco's Microenvironment MARKET ANALYSIS Market Research SWOT Analysis Strategic Objectives Marketing Mix 4Ps 3 RECOMMENDATION 10 11 12 19 CONCLUSION 19 REFERENCES 20 Company Background Forerunner of Saigon Beer Alcohol Beverage Corporation, formerly Southern Brewery officially received and managed Cho Lon Brewery from BGI of France and formed Saigon Beer Factory (1977) With a long tradition of over 100 years in the beer industry, the product quality of Saigon Beer Company has constantly improved thanks to the synchronous combination of traditional technology, modern equipment, and foreign ingredients imported from countries with famous raw materials in the world with the innovation of management methods One of the important factors contributing to stable product quality is the system of advanced technical inspection facilities which are assessed to meet national standards and the quality assurance system for bottled and canned beer products compliant with ISO standards Company description The company is in business with seven areas which are: beer, wine, beverage In addition, the company now focuses on investing in the financial and banking sector Sabeco's main focus is still on the production and trading of all kinds of beer, which is estimated to account for 96% of the company's revenue, followed by soft drinks at 2.6% and alcohol at 0.6% Currently, there are 28 affiliated members and spread throughout the provinces and cities across the country with a large distribution network at home and abroad Sabato’s main products: Saigon beer and beer 333 The unique taste of Saigon Beer is the crystallization of the products of the rich southern land and the generous spirit of the Saigon people, becoming an indispensable part of daily joy and sorrow After 145 years of establishment and development, with many difficulties and challenges, up to now, although there have been many famous beer brands in the market, Saigon Beer and Beer 333 are still brands The Vietnamese brand leads the Vietnamese beer market and is on its way to conquering demanding markets such as Germany, the USA, Japan, the Netherlands, etc Profile of target customer Saigon Beer Company identifies customer profiles as marketing strategies are developed Standard customer profiles define the general characteristics, behaviors, and regimes that standard customers have, and this knowledge is used when creating marketing and promotional materials Having a solid and relevant target customer profile can increase their company's bottom line as people have a need to buy a product or service Target market Define their customer standards based on who will buy the company's products or services Determine age group, gender, and occupation prevalence to get a common way Narrow down the common personality by adding the same position, income level Determine why these customers are acting as standard as they are based on the profile created in the previous step For example, determine why this target customer always chooses Saigon beer over another beer brand Analyze how often target customers use social networks to find products and communicate with people Advertise on Facebook but mainly their ads are still on TV and most people know through word of mouth from customers from customer to customer Hit the customer's psychology, give many attractive promotions and at the same time advertise their products, receive ideas for product development Sabeco's Macroenvironment Economic factors In the current period when the economy is affected by the world financial crisis, consumers tend to save, they will spend less on all items, including soft drinks This makes it difficult for the company, especially for beer and wine products because these are not essential items For Sabeco, the impact of the strong increase in prices of services, especially 40 key input materials for production and business, has led to an increase in transportation costs production activities of the Corporation encountered many difficulties In addition to the increase in the price of input materials for production and business, the increase in the price of iron, steel, and cement, along with the increase in bank interest rates, have greatly affected the progress of investment projects Sabeco's investment Vietnam's accession to the World Trade Organization (WTO) opens up opportunities but also brings many difficulties for Vietnamese enterprises and the beverage industry is no exception when it has to compete fiercely with foreign companies foreign companies with strong brand, finance, technology and management capacity Political factors Vietnam has a relatively stable political background compared to other countries, so Sabeco's business development is not difficult compared to some businesses in other countries The legal system in our country still has some unclear points, so it also greatly affects the protection of copyright as well as unfair competition companies that adversely affect the development of the company Social factors Vietnam's population is now more than 97 million people and has a young population structure that is very convenient for consuming Sabeco's products People's living standards are increasing, so the budget used for spending also increases, then they are willing to spend more Natural factors The increasingly polluted environment requires the company to invest in modern technological processes to treat waste in accordance with the allowed standards, which will increase the company's production costs The situation of natural disasters, storms and floods, makes it difficult to transport from the place of production to the place of consumption Technological factors In today's competitive era, product quality is a fundamental factor that every business must have if it wants to survive Therefore, to be successful, you must make a remarkable difference Using modern production technology will help businesses achieve the above goal The investment in advanced technology and techniques in the world will increasingly shorten the gap between Vietnam and developed countries Stemming from the need to improve the quality of actual labor, providing managers, technicians, and skilled technical workers for the SABECO system and for the society SABECO always puts on top of the quality assurance of food safety and hygiene in the production process of its products All input materials, additives and processing aids are always strictly inspected by the Corporation and must have a certificate from the Ministry of Health for permission to use, or be on the "List of substances additives permitted for use in food The source of water used for brewing and brewing beer is the city's tap water, which is treated through a treatment system to ensure that it meets the standards of the brewing water and food hygiene, and safety Closed modern machinery and equipment systems, as well as strict control in the production process, will ensure that semi-finished products and finished products always meet the requirements of microbiological criteria Bottles, cans, bottle caps, can lid before being put into the filling process are also treated and checked to ensure that there is no penetration of microorganisms into the product The Corporation has announced the standards of quality, food hygiene, and safety for its products and sent samples every months to check the physicochemical and microbiological criteria in China technical center for quality measurement standards Sabeco’s Microenvironment Competitors They are famous competitors in the market: Habeco, Heineken, Tiger, 333, Huda, Hanoi, Raw material sourcing Imported from abroad Price of raw materials increased by 30% to 70% of all kinds of malt (malt), high flavor, Substitutes Wine, soft drinks, Customers Subjects between the ages of 20-40 years old - High level of spending on beer over 25 trillion/year The bargaining power of the customer With over 300 breweries, output over billion liters per year, and with the presence of other world-famous beer brands Beer products have brought customers in Vietnam many choices This has created huge competitive pressure on beer brewing enterprises Suppliers The bargaining power of suppliers Raw material suppliers for the company always ensure a stable source of goods, good quality, on time, meeting the requirements for the production of the Company Potential competitors The risk of potential changes The BeerAlcohol Beverage industry always maintains a high growth rate, production value, and added value is constantly increasing These are the factors that attract not only large domestic enterprises to enter the industry Alternative products The threat of substitute products Recently, after a series of doubts about the effect of alcohol on gout, scientists have finally proven this relationship is real and beer is the most dangerous threat Thus beer with a low alcohol content appeared MARKET RESEARCH Market research according to the user level of SABECO's products and consumer trends Secondary research about the using level of SABECO compared to other competitors in the market Market overview In 2010, the beer consumption of Vietnamese people was estimated at 2.7 billion liters according to the data of the Vietnam Beer-Alcohol-Beverage Association In just years from 2003, the average annual growth rate of the Vietnamese beer market has nearly doubled, from 8.7% to 15%/year, and occupies the third position in the ranking of the countries with the highest percentage of beer consumption in Asia, after Japan and China During the period of 2011-2015, the Vietnamese beer market continued to heat up when most of the leading domestic brewing enterprises such as Saigon Beer-Alcohol-Beverage Corporation (SABECO), Corporation Hanoi Beer - Alcohol - Beverage Joint Stock Company, or Vietnam Brewery Co., Ltd VBL continues to invest in a series of new projects, increasing the capacity of factories and expanding the beer distribution network in the area Japan's fourth-largest beer company has also entered the market with the first factory officially put into operation in November 2011, officially joining the fierce competition of a series of other imported beer brands on the Vietnamese beer market In general, domestic brewing enterprises are holding the majority of the market share and are supported by consumers in different segments For the businesses that are new to the market, building brand awareness level can require a lot of resources but if they understand the beerdrinking habits of Vietnamese people, the factors that affect brand awareness level and approach to the appropriate distribution channel, Vietnam is still a very potential beer consumption market Summary of survey results Based on the online survey group of more than 60,000 members of the Vinaresearch.net website, 1030 survey participants were asked how often they drink beer and the answers showed that the regular beer drinking rate is more than 38.3% In which, more than half of these 395 people said that they often drink beer on average 2-3 times a week Among 395 people surveyed in the age group of 20-35, out of 10 people drink beer 2-3 times/week and people drink beer 3-4 times/month on average Meanwhile, in the younger group, from 18-19 years old, the level of using beer is about 3-4 times/month For provinces and cities across the country, Hanoi is an area with a much higher rate of regular beer drinking (2-3 times/week) than other areas, accounting for nearly 70% The beer brand that is best recognized by consumers (both first and foremost) is "Heineken", followed by "Tiger" and "333 Beer" In addition, some brands that are well recognized by users are "Hanoi Beer" and some beer lines of SABECO company The most frequently consumed brands are "Heineken", "Hanoi", "Saigon export" and "Beer 333" In which, "Heineken", the brand symbolizing class and having the taste "delicious, smooth, easy to drink, no headache after drinking" is the most frequently used beer, accounting for 37.7% "Hanoi beer" with the comment "Very delicious and rich" accounted for 21.0% And "Saigon export" is the third most frequently used beer brand (13.4%), rated as "Affordable, easy to drink" Beer produced domestically with forms such as "Canned beer" or "Bottle beer" are the most popular among consumers, accounting for more than 49% of the total number of respondents Primary research about consumption trends of SABECO products and its development in the market To find out detailed information about consumption trends of SABECO products and their development in the market, group did a more detailed survey to give the most accurate data The survey form was filled out by 512 people on the Vinaresearch.net website and people and people around the area our team members live in, starting on October 18, 2021, and ending on November 2, 2021 Survey details are located in: forms.gle/KkonanmM1DHRwd7U9 Obtained results Based on statistics on 512 samples, we observed that the using rate of 469/512 accounts for 91.60%, so it can be confirmed that Saigon Beer is mostly known and used by everyone, showing that market campaigns are doing good Of the 469 people who have drunk beer, people who used beer for less than year, accounting for 26.4%, users from 1-2 years accounted for 19.2%, users from 2-3 years accounted for 31.7%, users over years accounted for 22.6% The special thing is that customers using less than a year accounted for 24.4% of the total respondents, showing that Saigon beer's ability to attract new customers is very high, so Saigon beer now has a good position in the market and is still developing strongly The level of repeated use once a week has people accounting for 8.7%, using twice a week has people accounting for 10.6%, more than twice a week has accounting for 31.2% and occasional use there are a number of people, accounting for 49.5% There are 60.1% of customers who recognize products from TV, a fairly high rate of success in advertising products by TV and also find an opportunity in developing the market in the form of TV advertising for customers who have not used it The majority of customers know about SABECO's products through direct sales and television advertising (56.23%) Therefore, widespread distribution will bring high efficiency in product consumption The awareness rate from Newspapers and magazines is still limited to only 16% of the total users 23.6% know SABECO's products from the Internet, but even so, the cost of SABECO's online advertising is not large, so it is quite effective This is a communication tool that SABECO should exploit in the future According to the results obtained, customers known from friends and relatives accounted for a large percentage (72.6%) Therefore, customer relationship management should be given proper attention Conclusion in advertising and marketing channels to let customers know SABECO's products through relatives is very effective, accounting for a large percentage of customers' choice of products, so SABECO should focus on customer relationship service Customers use it partly because the supplier's reputation is quite high According to the obtained data, 13% of customers use it because of the product's features It can also be said that in the customer's choice to use, the feature factor of the service is of little interest or the service has few features 52.9% of customers use it due to the reasonable price This shows that the issue of price is a factor that customers care about in making a decision to use Therefore, the company should pay attention to the price problem, which can lose many customers when the price is high 54% of customers use it because of the taste of SABECO's products The company should research to find more new, better, and more suitable flavors because flavor accounts for an important part of customers when using There are few users who think that SABECO's products have many types to choose from (10.2%) According to statistics, the majority of weekly beer users have a mid-range income and are the average income of the countryside People with higher incomes have a need to use more expensive products than SABECO's products Thus, SABECO needs to focus on targeting the middle/low-income customer segment And promote marketing to the high-income customer segment to affirm the position that low price but high quality Besides, 100% of people who have used SABECO's products know about Saigon Lager and 333 beer Beverage products such as Chuong Duong soft drinks have a very low awareness rate (only 13.4%) ) Therefore, the company needs to promote communication and pay attention to the promotion of its soft drink products A high percentage of users rated the service quality of SABECO's customer service (86.4% of users chose level or higher), no one rated it at level So about customer care service has reached a relatively good level 76.40% of users choose “no” for the question of whether they want SABECO to add any more services” and contribute: should focus on beer products Thus, beer products have left a good impression on customers of SABECO SWOT Analysis Strengths Large market share, about 35% of Vietnam beer market Long-term products, high quality, suitable for consumer tastes The long-standing sales reputation of Saigon Beer Company is also an advantage German production lines according to ISO standards New technology, products in addition to refreshments also have therapeutic effects as a functional food (with added vitamins) Opportunities The source of customers is in the age group of 20-40 (accounting for a high percentage of the population) People have a hobby of having fun with friends through drinking parties The income of consumers in urban areas increased significantly, more interested in higher-end products Vietnam has a stable political background The weather is hot (tropical), causing people to have a high demand for refreshment products Technological development Weaknesses Materials must be imported from abroad The distribution network is still mainly through the product sales system Difficulty in product quality control The factory system is not uniform in terms of scale and quality Threats Vietnam joined the WTO, and more competitors appeared (Coca-Cola, Pepsi, Tiger, Heineken, Foster, ) Influenced by weather factors, it is not possible to self-supply materials Disasters, storms, and floods lead to difficulty to transport Beer is subject to Special Consumption Tax (65% tax) In the third quarter, almost the whole country had to distance themselves, could not go to work, did not have a stable income 10 Strategic Objectives Main Objectives Revenue reached 1537 billion 30% increase in sales in the fourth quarter compared to the same period in 2020 Sales volume reached million products (barrel + tank) Attracting and increasing the number of potential customers, increasing market share to 7% of the whole Vietnamese beer industry Increase brand awareness level, increase competitiveness with competitors in the same segment Target Customer Portrait ● Age The age group from 20 to 40 accounts for about 44.2% of the population, it is estimated that this age group accounts for about 95% of total consumption This age group is heavily influenced by the trend of the "Westernizing" lifestyle which will create a large consumer market for beer products ● Psychology Personality: lively, vibrant personality serving the needs of people's refreshments, parties, and festivals Lifestyle: Vietnamese people are quite liberal or party and every party has beer Therefore, customers will always choose a beer that is delicious and reasonably priced ● Behavior Benefits that customers look for in the product + Familiar brand + Good quality beer: does not cause dehydration, headaches brings a refreshing feeling when used + Attractive promotions, reasonable prices Loyalty status of customers for the product: For customers who want to enjoy high-class beer, reasonable prices, and prefer typical flavors, Saigon Special beer is the first choice 11 MARKETING MIX 4Ps During 140 years ( 1875 - 2015 ) of establishment and development, SABECO has affirmed its leading position in Vietnam SABECO currently owns many famous brands of beer products that have been confirmed for many years and are favored by consumers because of their good quality, unique flavors, and reasonable prices PRODUCT STRATEGIES Business fields Beer has types: 333, Saigon Lager, Saigon Export, Saigon Special, Sai GOn Chill, Lac Viet Wine types: Vina Vodka, Napoleon Brandy, Binh Tay sticky rice, Nang Huong wine, soft carbonated wine feel, Caravelle Red Rhum Beverages: Chuong Duong Sa Xi, Nam Phuong Aloe Vera Nest Drink, Chuong Duong Aloe Vera, Chuong Duong Soda, Chuong Duong Bottled Drink Classification of beer products: usually based on customer segments High-end segment: accounting for 4% of the market Ex: Saigon chill Mig-range segment: Ex: Saigon Special Popular segment: Ex: 333, Lac Viet The high-end and low-end segment account for 80% of the market Product characteristics Beer is becoming more popular among consumers as it provides more and more benefits such as lowering the risk of heart disease, lowering the risk of diabetes, lowering the risk of insomnia, fighting cancer, fighting osteoporosis, and so on After drinking Saigon beer, you will not experience dehydration or headaches SABECO always ensures that its products are manufactured under the most stringent conditions Good beer is made with high-quality ingredients: Pure water, barley, marinated hops, and a special yeast are used The product does not include: There are no additives There is no fat Vitamins B1, B3, B11, minerals, and antioxidants are all present Saigon beer is a high-quality Vietnamese product that meets TCCS 4:2008 standards 12 PRODUCT STRATEGIES Features of some typical product Beer 333 - increasingly popular around the world 333 canned beer is a long - standing traditional product not only trusted by domestic consumers but also unsurprisingly affirm its quality level in the international market when it has been exported and trusted for over 18 years countries with a fastidious market such as Japan, Australia, Germany, the Netherlands, the United State Alcohol: 5.3% by volume 330ml capacity Saigon Larger - Vietnamese beer: Concentration: 4.3% Packaging: packed in a brown bottle with a capacity of 450 ml and a capacity of 355ml Saigon Export ( Red Saigon ) is not shiny, not noisy, not fussy, not ostentatious, and drinkable Concentration: 4.9% Volume: 350 ml Beer 333 Premium - arouse passion, worthy of class Concentration: 5.3% Volume: 330ml Saigon Special - The enamel of success: Famous for the slogan “ You may not be tall, but others still have to look up” is considered as a symbol of youth, fun, stylish, dare to challenge Saigon Special with 100% malt ingredients ( without rice), produced on the most advanced modern technology line in the region and fermented according to traditional technology for a long time to create a delicious and unique taste different from other brands, other beer products on the market Saigon Special is a special beer for young, dynamic, and successful consumers in life Alcohol: 4.9% by volume Capacity: 330 ml Saigon Chill Beer: The product is applied modern deep cold beer filtration technique at an extremely low temperature of -20C to bring a refreshing taste, keeping the full characteristic aroma Alcohol: 4.35% Volume: 330 ml Product packaging design Sabeco’s beer products are diverse in form and design: short-necked bottles, long necked bottles and cans Glass bottle 20 bottles/plastic box The bottle design is slim but strong, fits the hand, modern design convenient for drinking beer from the bottle Tin cans 24 cans/carton The packaging also provides necessary information such as the Sabeco logo, product name, manufacturer, alcohol content, capacity, ingredients, instructions for use ( more delicious when cold, best at 10-12 degrees Celsius), storage instructions ( Store in a cool and dry place Avoid direct exposure to hot sources or sunlight) Some special designs such as Beer Saigon: The label design blends luxurious and elegant white with a strong masculine silver luster, combining subtle accents between traditional Asian red and yellow colors Dong, Beer Saigon special: Unique design in green with the criterion “ Stylish and innovative with the same level of Saigon Special bottled beer Brand SABECO is one of the enterprises that cares and attaches great importance to the brand of their products, positioning their beer brand as a part of traditional Vietnamese culture They have successfully incorporated national values and culture into each of their products Beer name: Sai Gon Identification signs: in the dragon logo and Saigon Beer Dragon image - symbolizes power, prosperity and represents Vietnam in the central position Trademarks have been registered in the country Sabeco has successfully protected its trademark, affirming the brand in the hearts of consumers and customers However, by giving too much brand power to subsidiaries, SABECO also has many problems with brand exclusivity in the international market, as is typical of the case with the exclusive beer distribution company rights in Singapore happened many years ago 13 Product development strategies Currently focusing on developing dark beer with the goal of creating quality leading products for the high-end customer segment, which includes high-income individuals and successful men Focus on product development in both lengths ( launching more and more new products in the beer segment), depth ( different versions of models: cans, bottles) The trend towards healthy, non-alcoholic beverage products also sets a requirement for the company to create new products to meet market demand Product life cycle SABECO’s beer products in general have been available in the Vietnamese beer market for a long time and have become a popular brand among Vietnamese consumers Beer product sales are still high ( accounting for about 35 percent of the Vietnamese beer market-leading beer brands) It is expected that the products will continue to be improved in terms of packaging design and flavor to suit modern lifestyles while retaining their traditional features in the future PRICE STRATEGIES Price is an important factor in the Marketing-mix system because it reflects both the product’s quality and the company’s revenue SABECO determines its price by combining three pricing methods ( cost-based, value-based, and competitive-based pricing) Pricing methods Based on a cost basis: Raw materials are the item that accounts for a largest proportion of total production costs of the company, diversified to more than 200 different types including Malt, rice, hops, yeast beer… These materials are often fluctuating and must be imported from countries such as Malt, which must be imported from Australia, Denmark, France… or Houblon flowers imported from Denmark Therefore, it should be influenced by fluctuations in supply and demand for these materials on the world market and changes in exchange rates this has a great influence on the price of raw materials and the cost of products The company always tries to price its products at a price that ensures high production and distribution costs SABECO products are priced based on the buyer’s calculated price Based on the competition: Sabeco’s leading competitor is Heineken beer, which is the world’s leading beer brand and has a foothold in the Vietnamese market Therefore, in order for its products to compete with this company, Sabeco must set a reasonable selling price, and in fact, the selling price of Sabeco’s products is not high compared to competitors’ products The company intends to maintain prices to maintain a competitive advantage In addition, the company also intends to adjust the price policy at certain times to be more suitable Value-bases: SABECO products are priced based on the perceived value of the buyer View the buyer’s perception of the seller’s value, not the cost, as an important basis for pricing Use the cost and price elements of the Marketing Mix to build perceived value in the mind of the buyer 14 Price adjustment strategy: Promotion In order to have a direct and positive impact on increasing sales Sabeco has had promotional policies to introduce new products as well as show gratitude to customers from time to time For large buying agents, Sabeco will adjust its prices for customers who pay ahead of time, buying in bulk A cash discount is a discount for customers who buy and pay immediately Quantity discount is a discount for customers who buy products in bulk Some promotion policies are being applied at present: “ Turn on special green - surf on pride”, “ hunt for gold - multiply by 3”, “ lucky money” Price change strategy: After implementing pricing structures and pricing strategies, SABECOlike many other companies want to increase prices SABECO’s price increase comes from the following factors: Cost increase: 100% of the main raw material is malt, which must be imported Currently, SABECO’s malt supply source mainly imports spring double-row barley malt In 2006, prices ranged from about 570 - 580 USD/ton, in 2007 ranged from 750 - 800 USD/ton Malt accounts for half of the input costs and accounts for 70% of the proportion of raw materials Therefore, increasing the malt price also means that SABECO has to bear a great pressure of price increase to avoid losses The demand is too great on every occasion Product Type Discriminant Pricing: Under this pricing, Sabeco’s product types and items are priced differently, but in proportion to their respective costs Product Type Pricing: Sabeco typically produces many types of products and items rather than a single thing They differ in brand, form, size, features… so they are priced at different scales SABECO always strives to maintain a stable, affordable price to increase the accessibility of the majority of customers New product pricing strategy Price positioning New product pricing strategy Pricing strategy: price penetration into the market, the company chooses a relatively low product pricing strategy to penetrate the market, hoping to attract a large number of customers and gain a large market share Today’s market competition is increasingly fierce, so it is more convenient to offer a low price because consumers always pay attention to products with lower prices than expensive products The trust that leads to purchase at low prices will help to increase productivity growth and SABECO has successfully used this pricing strategy to bring products to consumers and affirm its position on the market Price positioning Sabeco has diversified its products with different prices from low to high This makes it easy for Sabeco to reach many classes, especially the popular class Ex: Retail price of Saigon Special beer (330ml): 320k/ box Retail price of Saigon Lager beer (330ml): 270k/ box Retail price of 333 beer: 300k/ box Retail price of Saigon Export Beer (330ml): 258k/ box Retail price of Saigon Chill (can 330ml): 90k/ cans Retail price of Saigon Special ( bottle 330ml): 215k/ case 15 PROMOTION STRATEGIES SABECO is one of the country’s largest media and advertising companies According to the chart, we can see that after achieving certain goals, those costs can be significantly reduced year after year So, what are SABECO’s advertising methods: Rewards: The launch of incentives when buying SABECO’s products has the opportunity to win many great gifts such as money, gold, televisions, motorbikes, cars or when exchanging bottles or cans of products in exchange for new products This stimulates consumers, buyers feel the pursuit of prizes For example: Promotion “ TẾT SUM VẦY - XUÂN VẠN LỢI “ Promotion “ BẬT SPECIAL XANH - LƯỚT TRÊN KIÊU HÃNH” Promotion of Beer 333 “ THÊM TIỆN NGHI - NHÂN TUYỆT HẢO” Not only stopping there, Sabeco also carries out many useful charity activities such as: SABECO "POWERING VIETNAM", ALWAYS PROMOTING COVID-19 On August 19, 2021, Saigon Beer - Alcohol - Beverage Joint Stock Corporation (SABECO) and the Central Vietnam Youth Union officially launched the program "Supporting Vietnam" with the goal of continuing strengthen the country's frontline forces, who are working tirelessly to prevent the pandemic, and share the hardships with families in the hardest-hit localities In addition, community-oriented programs are also focused on by companies in the system Specifically, in the past year, the Western Saigon Beer Joint Stock Company, the Saigon - Song Hau Beer Trading Joint Stock Company implemented the SAIGON BEER HEART program to donate 06 houses of love to 06 poor households with a total amount of 300 million VND In 2020 - 2021, the Saigon Night program is implemented to give gifts to 190 disadvantaged households VND 400,000 each for a total amount of VND 76 million in the provinces of Can Tho, Hau Giang, Soc Trang, Bac Lieu, Ca Mau 16 Other promotion forms SABECO invests and sponsors many football events Bia Saigon will be the exclusive sponsor in the beer industry of Vietnam;s national football teams, including the men’s national football team, the women’s national football team, and the U22/23/men’s soccer team Olympic Games, in domestic and international competitions in the 2021-2022 season Asia East with royal Gold color is also a symbol of Gold quality, true to the name “ Gold” of the product Not only Saigon Gold, but Sabeco’s special edition to welcome spring and celebrate Tet this year also includes Beer 333 and Bia Saigon Special Specifically, they are beer boxes with the words “ Lucky Money”, “ Three Prosperity” On each Tet holiday, when the demand for beer increases, SABECO often offers a free shipping policy for some regular customers At the same time, SABECO also gives the products new, eyecatching and luxurious looks, suitable for gifts for Tet Specifically, on the Lunar New Year 2021, the new year version of Saigon Gold with a unique design of 18 cans in the shape of gold bars and the message “ Sophistication one level” is given Limited edition products, meticulously designed and luxurious packaging, with a shining golden dragon image, Saigon Gold Beer is a combination of European luxury, modernity, and bold mysterious style Use unique slogan: “ Even if you are not tall, others still have to look up” The company has done very well in marketing activities with diverse, rich, and attractive promotional tricks With great value prizes attracting a large number of consumers to participate and thereby find and screen filter potential customers and product preferences 17 PLACE STRATEGIES Sabeco currently has 26 subsidiaries and 24 associates and joint ventures These figures will almost certainly rise further in the future Furthermore, the brand is one of the preferred choices for retailers and wholesalers to provide services to consumers through beer shops, pubs, sidewalks, bars, clubs, suites, restaurants, and hotels In 2019, after transferring to a Thai investor, in order to improve brand awareness nationwide, SABECO implemented the Street Light project within the framework of the program to restart Saigon Beer in crowded locations such as airports, pedestrian streets, and restaurants After the second quarter’s business results were positive with pre-tax profit increasing by nearly 20%, business results in the third quarter of 2019 of Saigon Beer Alcohol - Beverage Corporation ( Sabeco) continued to prosper when pre-tax profit increased by 41% over the same period last year, to 1,801 billion VND copper The market Not only in Vietnam, Saigon Beer has been exported to 38 countries: Europe: France, Netherlands, UK, Sweden, Switzerland, Russia, Denmark, Spain, Czech Republic, Austria, Italy, Germany, Romania Asia: Laos, China, Taiwan, Japan, Hong Kong, Korea, Thailand, Singapore, Bahrain, Israel Americas: United States, Canada, Panama Oceania: Australia, New Zealand, Kiribati Africa: Equatorial Guinea, Gabon, Cameroon, Ghana, Republic of the Congo, Benin, Liberia, and Sierra Leone Distribution channel Tradition: Corporation => Distributor => Agent => Retail store => Consumer Corporation => Travel company => Restaurants, customers, => Consumers Website Supply Chain At the end of June 2020 The company completed the warehouse management system (WMS) This system helped the company provide realtime inventory visibility, thereby improving operational efficiency, reducing operating errors and operating costs Besides, the Transport Management System ( TMS) was also launched in December 2020 The combination of WMS and TMS helps the company track and manage inventory status and facilitates employees to have a transportation plan Besides, it contributes to optimizing transportation costs and improving capacity, as well as a platform for better coordination between warehouses, transportation, commerce and sales teams In the current economic climate, as well as the Covid 19 pandemic, most manufacturers not sell directly to customers Products from other brands reach consumers in various ways such as through marketing or retailers, but Sabeco is one of the companies that uses channels to distribute its products to end consumers in order to ensure the quality of products delivered to consumers The company focuses on this policy in order to improve the product’s image and reputation in the eyes of consumers 18 RECOMMENDATION Selling Focus on maintaining domestic position, boosting exports and entering new markets Diversify distribution channels, improve the capacity and operational efficiency of the distribution system Branding Review brand positioning Brand architecture development Measure brand health Cost Simplify the organizational structure Strict cost control Share services throughout the system and make joint purchases Manufacturing Ensure and improve product quality Increase the operational efficiency of factories Increase production management capacity and rationalize production - consumption areas Supply Chain Streamline warehousing and shipping Optimizing the dispatching plan Improve shipping service CONCLUSION In summary, more than 145 years of establishment and development, through many ups and downs, have achieved many achievements both domestically and internationally SABECO has been gradually affirming its name and brand not only in the Vietnamese market but also reaching out to the international market With the slogan: "You may not be tall but others still have to look up." The implication is that although SABECO can be born after the big players in the international beer and beverage industry, SABECO still bravely crossed the sea, successfully conquered and brought Saigon beer to the international market, which is proud of the whole world With Vietnamese brands Having achieved the success of today, SABECO has built for itself the right marketing mix strategies, in line with the tastes and characteristics of the Vietnamese market However, in the face of fierce competition from the market with strong domestic and foreign competitors (such as Heineken, Habeco, ) and strongly affected by the current Covid-19 pandemic, SABECO will make further efforts in capturing customer sentiment, creating and maintaining beneficial customer relationships in addition to offering unique marketing and promotion strategies The company also needs to develop a new product portfolio that is in line with the interests of consumers and society, more flexibility in the distribution channel, adjusting the marketing mix strategy to suit the current market situation 19 REFERENCES SABECO 2021 Trang chủ - SABECO [ONLINE] Available https://sabeco.com.vn/trang-chu [Accessed 03 November 2021] at: xemtailieu.net 2021 Phân tích chiến lược cơng ty bia sài gịn - Tài liệu, Luận văn, Giáo trình, Truyện đọc [ONLINE] Available at: https://text.xemtailieu.net/tai-lieu/phan-tich-chien-luoc-cong-ty-bia-saigon-1027632.html [Accessed 03 November 2021] Small Business - Chron.com 2021 How to Find Your Target Market Customer Profile | Small Business - Chron.com [ONLINE] Available at: https://smallbusiness.chron.com/target-market-customer-profile22543.html [Accessed 03 November 2021] xemtailieu.net 2021 Phân tích chiến lược marketing sabeco - Tài liệu, Luận văn, Giáo trình, Truyện đọc [ONLINE] Available at: https://text.xemtailieu.net/tai-lieu/phan-tich-chien-luoc-marketing-cuasabeco-286321.html? [Accessed 03 November 2021] vinaresearch.jp 2021 No page title [ONLINE] Available at: https://vinaresearch.jp/upload/userfiles/files/khao_sat_ve_thoi_quen_uong_b ia_va_nhan_biet_thuong_hieu_cua_nguoi_Viet.pdf [Accessed 03 November 2021] Chiến lược kinh doanh công ty cổ phần bia rượu nước giải khát sài gòn Sabeco - Luận văn, đồ án, đề tài tốt nghiệp 2021 Chiến lược kinh doanh công ty cổ phần bia rượu nước giải khát sài gòn - Sabeco - Luận văn, đồ án, đề tài tốt nghiệp [ONLINE] Available at: http://luanvan.co/luan-van/chienluoc-kinh-doanh-cua-cong-ty-co-phan-bia-ruou-nuoc-giai-khat-sai-gonsabeco-61990/?fbclid=IwAR2qhy839dQ3mSbnKX-9NuaHX3tJEVa4oZn1rgGioD1PsHLtmJoVxtm-VA [Accessed 03 November 2021] Brands Vietnam 2021 Giá cho Sabeco? [ONLINE] Available at: https://www.brandsvietnam.com/11014-Gia-nao-cho-Sabeco? [Accessed 03 November 2021] 20