Nghiên cứu marketing khảo sát campaign của công ty Bia Sài Gòn, Cùng nhau làm nên Tết, Khảo sát ý kiến khách hàng về chiến dịch quảng cáo của công ty Bia Sài Gòn. The research also indicates that companies should not overlook the importance of the look and appearance of their products since they are directly affecting the buying decision of the consumers. Therefore, companies should have a specific standard for packaging and the quality of the product’s appearance in order for the marketing to become more effective.
Introduction
Background of the research
Marketing can instill positive expectations in buyers who have little direct, personal contact with the product in issue (Austin et al., 2006) Numerous longitudinal studies have demonstrated that higher levels of exposure to alcohol promotion and marketing make young individuals more likely to start drinking or increase their drinking (Barry & Goodson, 2010). According to (Austin et al., 2006), advertising's ability to shape positive attitudes toward alcohol is a critical component of the affective (i.e., non-logical) message interpretation process that leads to positive expectancies about alcohol use, liking alcohol brands, and a higher likelihood of alcohol use The ability of advertising to form positive attitudes stems from both the substance of the ad and other components in it Companies, for example, frequently include a "tag line" or a brand slogan, which is an attempt to produce a memorable summary of brand features
Tet is a "golden" time for firms to create eye-catching advertising efforts in order to attract and enhance consumer affection and trust, ultimately encouraging buying So why are Tet marketing campaigns so appealing? To demonstrate this, research team investigated one of the biggest Tet campaigns in Vietnam in 2023, SABECO's "Cùng nhau làm nên Tết" campaign This study will clarify how the campaign has a broad influence on people while also updating new consumption tendencies of new clients (Đinh Nguyễn Thị Hường, 2022).
Problem statement
Marketers are always striving to boost consumer-brand interaction Engaged customers spend more money each transaction, buy more frequently, and are more passionate about companies(Wen et al., 2023) Furthermore, good consumer engagement methods go beyond monetary transactions to foster long-term connections with customers, giving businesses with long-term competitive benefits (Srivastava & Kaul, 2014) Due to the market's maturity, differentiation is an appropriate strategy for adapting to new consumer requirements and creating (Karamustafa,
2000) The sort of goods and promotions, in particular, have developed significantly, shifting from more generic packages based on locations to more customized packages based on segments and lifestyles (Picazo & Moreno-Gil, 2018).
Tet 2022 is a "hurried" Tet season since people have just recently become accustomed to the "new normal" After a year of swings, all consumer and brand activity and expenditure are still cautious at this moment Furthermore, the Tet holiday is less than one month after New Year's Day, making Tet shopping extremely "urgent" for consumers However, there are brands in this race that have mastered the game, turned obstacles into advantages, and created extremely successful campaigns So, how are brands "catching up"? What's new in the implementation of the 2023 Tet campaign season? This Tet season, the level of "noise", meaningful messages and diversity of communication activities on social networks, is it the same as the old Tet? The race
"Tet campaign" is probably the most competitive race of the year for brands including SABECO with the campaign " Cùng nhau làm nên Tết " (Nhu Loan, 2023).
Goals and objectives
The study of the SABECO company's campaign illustrates the expansion of the Vietnamese people's sense of sharing, love, and togetherness during Tet holiday, offering a chance for the entire community to join hands Employees should be given full warm Tet. Although the challenges remain, the company's companionship and sharing spirit will serve as a source of motivation for employees to set aside their worries and concerns in the future in order to join the happiness of the nation's union during the holiday season The focus of the series
"Cùng nhau làm nên Tết" is the activities that reproduce the culinary culture and folk games ofVietnam's traditional Tet celebration, contributing to the nation's honoring of traditional cultural values (Đinh Nguyễn Thị Hường, 2022)
Initially, the article studies the factors affecting students' buying behavior of beer in Ho Chi Minh City It searched for 4 factors affecting students' decision to buy beer in Ho Chi Minh City and an unaffected factor is attitude factor There are 4 factors arranged in order of influence as follows: Perceived quality; Reviews of promotions; Feel the price; Cognitive behavioral and financial control In which, behavioral and financial control is the factor that has a more significant relationship with consumer behavior
However, after more thorough data and information analysis, the research team found that the above factor was not suitable for assessing the effectiveness and success of a marketing campaign Researchers have considered and replaced the four factors above with four other factors related to the success or failure of a campaign after being promoted: Campaign's awareness; Campaign's meaning; Campaign's impact; Campaign's evaluation In addition, the study also examines the impact of Bia Saigon's campaign on acceptance factors and its relationship with consumers' behavioral intentions.
Research methodologies
Qualitative research refers to research which focuses on collecting and analyzing words (written or spoken) and textual data, whereas quantitative research focuses on measurement and testing using numerical data Qualitative analysis can also focus on other “softer” data points, such as body language or visual elements Researchers use the mixed-method methodology that attempts to combine the best of both qualitative and quantitative methodologies to integrate perspectives and create a rich picture.
The one-on-one interview is the major qualitative approach used in this study It comprises a personal interview with only one responder at a time This is primarily a conversational strategy that allows for in-depth information from the respondent.
One of the benefits of this strategy is that it allows for the collection of exact data on what individuals think and their motives If the researcher has prior expertise, asking the proper questions can aid in the collection of useful data If further information is required, the researchers should ask follow-up questions that would assist them in gathering more information.
This study also employs a systematic analysis of phenomena through the collection of measurable data and the application of statistical, mathematical, or computational approaches, which gathers information from current and future consumers using sampling methods and the distribution of online surveys, polls, and questionnaires.
The results gained will be exceedingly dependable because data will be collected,processed, and presented numerically Numbers do not deceive They provide an honest image of the study undertaken with no inconsistencies and are also incredibly accurate Quantitative research is undertaken when a researcher expects conflict.
Scope and limitation
This study surveyed a group of students from several different universities in Ho Chi Minh City from 19 to 24 years old to determine the attitude and intention to use SABECO's Bia Saigon after approaching the campaign "Cùng nhau làm nên Tết" The study will next examine secondary data from websites, magazines, and other sources to determine which features of social platforms affect users' behavior and utilize this knowledge to design a poll The findings of the procedure will be addressed when data has been gathered through surveys, and a conclusion drawn.
In the process of carrying out the research, researchers also encountered many limitations The first is the limitations of the research team As students studying at the university, researchers had difficulty in arranging the time and money to collect the survey sample The survey staff is a group of three members, which is quite a small number to be able to complete the study with the best data and quality This is a topic in the field of marketing research, business data and information sources play a very important role However, when researchers were students, we had a lot of trouble finding and collecting them In addition, businesses do not trust the research results of students, so they have not taken the necessary support actions.
The second is the technical limitations of the study For example, studies on the influence of marketing campaigns on behavior and perception make several assumptions, while the researchers in this study used only four assumptions: Perceived quality; Reviews of promotions; Feel the price; Cognitive behavioral and financial control Further research should include four additional assumptions in the research Next, while this study was based on quantitative data, results may vary when qualitative data are used Future research should combine statistical and qualitative data analysis Besides, the research paper has only 220 samples, so it is not enough information for the research team to clearly understand the perception of students in Ho Chi Minh City about the marketing campaign of Bia Saigon In addition, the limitation of our face- to-face and online surveys is that we need the enthusiastic and sincere support of the survey participants to be able to come to the most correct conclusion possible
The above limitations are barriers for our research team in the process of implementing the topic Therefore, the quality of the topic is still limited, not fully exploiting the working efficiency of students as well as the research significance of the topic Although there are certain difficulties, researchers affirm that this study brings a lot of practical knowledge to us in the research process.
Findings and Discussion
Overview of SABECO company
SABECO is a leading enterprise in the beverage industry in Vietnam They have made many contributions to the overall development of the economy After 145 years of establishment and development, with many difficulties and challenges, up to now, although many famous beer brands have appeared on the market in the world, 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, USA, Japan, Netherlands, etc.
In 2022, Vietnam's economy is recovering strongly in many fields in the new context In particular, the workforce plays an important role in promoting production activities Recognizing the contributions of the workforce to socio-economic development, SABECO, through the Saigon Beer brand, joined hands with the Government, social organizations and the community to launch the program "Cùng nhau làm nên Tết", aiming to spread the cultural and humanistic meaning of the Vietnamese nation, the spirit towards the roots and together bring a warm spring, a happy and full new beginning for the workers and their families on Tet holiday (SABECO,
Target groups
Using Non-probability sampling and specifically Purposive Sampling This sampling method is based on the purpose of the study Only select students in the population that are most suitable for the purpose of the study, who have had access to Bia Saigon's marketing campaign.
Researchers will conduct a survey on a group of students from 19 to 24 years old from a number of different universities in Ho Chi Minh City to determine the attitude and intention to use Saigon Beer of SABECO after approaching campaign.
Table 2.1 Sample collection by direct survey
Ho Chi Minh City University of Foreign Languages – Information
Technology (HUFLIT) 20 University of Economics Ho Chi Minh City (UEH) 20
Ho Chi Minh City University of Technology (HUTECH) 20 University of Architecture Ho Chi Minh City (UAH) 20
Ho Chi Minh City Open University (HCMCOU) 20
Table 2.2 Sample collection by online survey
University of Architecture Ho Chi Minh City (UAH) 10
Student Union at Ho Chi Minh City University of Technology and Education
Student Union at University of Transport and Communications (UTC) 10 Student Union at University of Economics Ho Chi Minh City (UEH) 10 Student Union at Ho Chi Minh City University of Technology (HUTECH) 10 Student Union at Ho Chi Minh City University of Technology (HCMUT) 10
Student Union at Saigon University (SGU) 10 Student Union at Ho Chi Minh City Open University (HCMCOU) 10 Student Union at Ho Chi Minh City University of Law (ULAW) 10
Ho Chi Minh City University of Foreign Languages – Information
Data collection
Campaign Awareness relates to how remembered the campaign is to the companies’ target clients It is the ease with which consumers recognize the campaign when they hear the companies’ name or see its logo (Yucel-Aybat & Hsieh, 2021) It is so important that some of the key factors to the campaign’s success lie in the level of awareness it manages to get from the community (Burchell et al., 2013) A campaign that manages to have a great awareness rate can arguably be one of the most popular and effective ones in order to raise public interest and educate the community about the company’s mission as well as its vision Therefore, it is essential to keep focusing on spreading the word and showing the customers a bigger picture, a greater good to raise their awareness (Suki et al., 2016).
Each and every campaign is created and carried out for a specific reason, it can be for profit, charity or simply for marketing purposes A proper and suitable campaign’s meaning can easily motivate the public to follow (Moes et al., 2022) By spreading the meaning of the campaign's goals, the company should be able to get more customers to stand by their side and create a stronger base of support to drive their mission as well as carry out their vision This can push the campaign’s process rapidly in order to fulfill its final mission (Chenghua et al., 2023).
The impact of a campaign is a factor that decides whether the campaign has any significant positive impacts on the community in general besides from the economic benefits to the company and the brand in specific (Ooi et al., 2023) The impact of any campaign is critical, it can decide if that campaign is allowed to continue or not, moreover, it can also affect the companies’ reputation itself (Nọrvọnen et al., 2018). Marketing campaigns are classified as mass media communication channels, alongside newspapers, magazines, billboards, radio, television, and the Internet, but they differ in that they allow individuals to actively participate in the communication process and stay linked with others (Uribe et al., 2013).
The evaluation of a marketing campaign tells the company whether what they’re spending on is worthwhile or not It can be the campaign’s effect, the community overall reactions or the critics from the experts and competitors, it will eventually come down to the campaign’s evaluation to list them out for the company side to have a more general look and to analyze them (Amabile et al., 2005) While stating the overall goal is a good start, objectives must be specific enough to tie back to the data which the company can collect and analyze Whether that feedback consists of numbers or consumers’ perceptions, linking it to the campaigns themselves can help determine whether the brand is using their resources wisely (Lynskey et al., 2018).
In order to carry out this research, the research team decided to conduct a survey to collect customers’ thoughts about different aspects of this marketing campaign and use that information as the research’s primary data source Customer surveys are a means of gathering feedback from customers They assist businesses in assessing customer happiness, measuring consumer involvement, doing market research, and gauging expectations (Belanche et al., 2021) The replies received will give the company useful information about what drives, delights, and annoys their clients They'll also assist in determining why some consumers go and others stay Consistently gathering and acting on this feedback can allow the companies to enhance their products or services, deliver great customer experiences, and strengthen the brand image All of which contribute to corporate success: Customer surveys are used by 80% of organizations that achieve year- over-year growth to collect customer experience data (Ooi et al., 2023) Surveys are beneficial to more than just organization Customers value them as well, as long as companies don't bombard them with feedback requests Surveys demonstrate to customers that they are prepared to listen and learn And it is apparent that the vast majority of customers are happy to share their views and opinions with firms that care to ask (Perez-Mujica et al., 2014).
To conduct this field survey, researchers will design a questionnaire that includes four types: Yes/No questions, Multiple-choice questions, Open questions, Likert scale questions to collect data on relatively simple topics to get an overview of the problem.The questionnaire is used in two forms: direct survey and online via google form.Surveys are used to collect data from the target audience and gather insights into their preferences, opinions, choices, and feedback related to the marketing campaign.Researchers will then compile a list of the information we want to collect Process findings will be analyzed, and conclusions drawn.
Data analysis
Data analysis methods in quantitative research (confirmatory): Research aims and objectives are looking to measure or examine students' consumption behavior by the effects of Bia Saigon’s marketing campaigns Quantitative research is descriptive statistics analysis Following the completion of data collection in this study, specifically
220 samples from students in Ho Chi Minh City, the first stage in statistical analysis is to define features of the replies, such as the average of one variable or the relationship between two variables The next stage is to use inferential statistics to determine if your data confirms or refutes your hypothesis and whether it is generalizable to a bigger population The data will be depicted by chart or table to display the survey results easily. Information from survey subjects such as gender, university, school year, and major will be presented in a table Yes/No questions are also represented by tables for clarity of numbers and ratios Multiple choice questions will be represented by a bar or pie chart. Likert scale question will be represented by a pivot chart to calculate the average data. Open-ended questions will be synthesized and analyzed by Data Labeling method to select similar samples.
Having completed collecting the desired number of samples, the research team removed the damaged samples and kept 220 selected samples The number of samples was in accordance with the initial target set out so that the research team could conduct analysis of the survey results According to the results obtained by the survey, out of the total participants, 120 samples were female, equivalent to 54.55%, and 100 samples were male, equivalent to 45.45%, from different universities in Ho Chi Minh City The gender ratio between men and women is quite balanced, which will help the research results not be much skewed between different opinions of the two sexes.
Table 2.3 Sampling rate of survey participant’s gender
To increase the reliability of the research paper, the research team divided 220 samples among 10 different universities in HCMC (based on the data given in Tables 2.1 and 2.2) There are 4 universities with 10 samples each, equivalent to 4.55% of the total data: HCMUTE, UTC, HCMUT, ULAW There are 6 universities with 30 samples each, equivalent to 13.64% of the total data: UAH, UEH, HUTECH, SGU, HCMCOU, HUFLIT Surveying the opinions of many students at many universities helps to provide more diverse answers, assessing more aspects of the problem.
Table 2.4 Sampling rate between different universities
The survey subjects in the study are students from 18 to 24 years old at different universities in Ho Chi Minh City To increase accuracy, the research team divided the number of samples across different school years spanning from year 1 to year 5.
According to the data in Table 2.5, the percentage of 3rd year students was the highest sample size collected (34.09%) and 5th year students were the lowest (6.82%) The number of samples between other years did not differ too much Surveying students from different years will provide more accurate information and the most realistic results.
Table 2.5 Sampling rate of students by academic year
In addition to the variety of universities and student years, the research team also divided the sample across many different disciplines Table 2.6 shows that the percentage of students majoring in Marketing is the highest with 30 samples, equivalent to 13.64% Ranked second and third are business administration and international business with sample numbers of 27
(12.27%), 23 (10.45 %) respectively The high sample size in marketing and economics helps ensure the survey is evaluated by students with expertise in the field and increases the quality of the research paper.
Table 2.6 Sampling rate between different majors
The research team collected 300 samples after completing the survey for a week. Researchers have synthesized and selected based on the set goals After reviewing the responses, the team rejected the damaged and redundant samples, keeping 220 (73.33%) of the samples as planned The number of failed and redundant samples was 80 (26.67%), accounting for one third of the total number of samples collected The data in Table 2.7 show that the research team has received sincere cooperation from the respondents, which is a stepping stone to help the research team complete the study effectively.
Table 2.7 Sampling rate of failure
Types of samples Quantity Percentage
2.4.2.2 Overview of Bia Saigon product
Before measuring the Bia Saigon’s marketing campaign, the survey initially found customers' perceptions and evaluations of Bia Saigon products through consumption and price perception Questions from 1 to 3 in the questionnaire are the general view of customers about Bia Saigon products
The first question to learn about customers' consumption of Bia Saigon products:
"Have you ever used Bia Saigon by SABECO?" The above question is a multiple-choice question with answers in the following order: Never used; Used; Currently using; Other. According to the survey results obtained in Chart 2.1, there are 15 customers (7%) who have never used Bia Saigon, 46 customers (21%) have used it in the past, 149 customers (65%) account for a high percentage about using Bia Saigon products and 10 customers (4%) have a different opinion The obtained data shows that Saigon Beer is being well received by customers and has a good level of consumption at the moment.
Chart 2.1 Percentage of Bia Saigon consumption
Percentage of Bia Saigon comsumption
Never usedUsedCurrently usingOther
The second question researched on customers' intention to buy Bia Saigon products: "Are you planning on using Bia Saigon?" The above question is a multiple- choice question with answers in the following order: Will using; Keep using; No planning to; Other Survey results in Chart 2.2 show that 35 customers (16%) of customers who have never used and used the product will start using Bia Saigon again in the future Occupying the highest percentage is the group of customers who will continue to use with 143 customers (65%), customers who do not have a plan to use 35 people (16%) and 7 customers (3%) who have an opinion is different The percentage of customers who start using and continue to use the product is quite high, which is a strong motivation for SABECO in the future The obtained data shows a positive result that the purchase intention of customers for Bia Saigon is quite high, contributing to increasing customer acceptance and love for the product and gradually becoming a consumption habit in the near future.
Chart 2.2 Percentage of customer's purchase intention for Bia Saigon
Percentage of customer's purchase intention for Bia Saigon
The last question in this part to survey customers' opinions about the price perception for Bia Saigon products: "How would you rate the price of Bia Saigon" The above question is a multiple-choice question with answers in the following order: High price; Appropriate price; Cheap price; Other The survey results obtained from Chart 2.3 show that 28 customers (13%) find Bia Saigon to have a high price, the highest percentage is the group of customers who find the product price reasonable with the number of answers obtained are 172 (78%), 11 customers (5%) think that the product is cheap, and 9 models (5%) have a different opinion According to the above data, the research team found that Bia Saigon has been pricing products reasonably, in line with customers' budgets, without the need for further adjustments.
Chart 2.3 Percentage of customer’s price perception for Bia Saigon
Percentage of customer’s price perception for Bia Saigon
High priceAppropriate priceCheap priceOther
The level of customer awareness about Bia Saigon's marketing campaign is the first step for researchers to measure customer response and acceptance to SABECO's campaign Questions 4 through 7 in the questionnaire is the scope for the research team to clarify the above issues.
The fourth question is to find out about the attraction of the campaign to customers: “Does Bia Saigon’s “Cùng nhau làm nên Tết” campaign have your attention?” The question has two answers in order: Yes or No The survey results in
Problems and solutions
Following the survey and data analysis, the research team identified several problems with the study's elements:
The research team discovered positive issues for the Campaign's awareness element After being approached, "Cùng nhau làm nên Tết" has a great influence and effect on customers From there, Bia Saigon will be more readily accepted and recognized by customers The items are not only appealing to customers, but they also establish spiritual values by attributing a message to Bia Saigon via the "63 is 1" collection Bia Saigon promotions mostly focus on encouraging love during Tet, instilling national pride, and remembering one's heritage SABECO has had a lot of success conveying significant messages into Bia Saigon, as well as cultural and spiritual values to customers The present trend favors products with a message to the roots, and SABECO has done an excellent job of marketing Bia Saigon in this regard However, the team discovered that customers did not have a clear understanding of the campaign's target population Bia Saigon's promotional campaign consists of a variety of activities, including gift-giving events for working people, which is also the major aim of SABECO's campaign However, promotional material such as the "63 is 1" collection do not publicly publicize these genuine occurrences As a result, buyers are unsure of what SABECO truly wants to target However, the study discovered that this is not a major issue to be concerned about because Bia Saigon continues to receive a lot of support through the campaign.
The Campaign's meaning element has a lot of pros as well The positive aspect is that SABECO has been extremely effective in incorporating Vietnamese culture into the campaign, which results in increased customer love for products, which is an essential condition for any product when it is placed on the market Furthermore, while addressing Bia Saigon's advertising, this has a significant influence on customers' minds and opinions of the country's traditional values During the Tet holiday, the collection "63 is 1" has played a significant role in promoting the national spirit of the Vietnamese people and uniting people However, despite the fact that the collection's packaging is seen to have meaningful significance, it does not bring a distinct imprint and does not leave a lasting effect on customers.
The Campaign's impact factors are satisfactory The first is that the campaign was successful in creating awareness of the national spirit among the majority of customers.Following the campaign, their brand recognition, purchase intention, or both rose, which was tremendously helpful to both SABECO and Bia Saigon In terms of brand image,customers acknowledge that the campaign has had a favorable impact on the brand In terms of the community effect, the majority of the samples are in the label, with the main goal of the campaign being to disseminate the culture and spirit of Vietnam, as well as the tradition of happiness, sharing love amongst areas, and so on.
The research team acquired survey participant assessments for the Campaign's evaluation portion and discovered the following issues On the plus side, all of the participants thought that the campaign made sense in a variety of ways Furthermore, these figures demonstrate that the program had extremely excellent outcomes and had a beneficial influence on the community The majority of participants still think that SABECO should do more Tet campaigns In general, the results show that the majority of participants agree that the campaign was successful in many ways in promoting the image of Bia Saigon, such as spreading Vietnamese culture and spirit, touching the hearts of customers, making positive contributions to the community, increasing brand awareness, positively changing purchasing behavior, and etc Customer feedback on the success of the "Cùng nhau làm nên Tết" campaign In general, the outcomes are not wholly negative, but they are also not fully satisfactory As a result, while the campaign is somewhat more effective than the norm, it does not rank among SABECO's most successful marketing initiatives.
The 21 st question aims to see if the campaign needs any improvements from the view of the customers: “Do you have any suggestions on what improvements can the campaign consider?” Table 2.15 The labels refer to the ideas provided by customers to improve the campaign shown that as for the main idea which think this campaign needs a stronger advertisement in the golden hours for family, this label contains the highest rate of agreement of 22 samples The next one is the label that says it needs more multimedia advertising, including 21 samples Follow up are the 20 symbols that think this campaign needs to enhance promotion The next two labels contain 18 samples each, claim that the campaign need to explain its scale, as well as increase the connection between social media platforms Besides, the label that says the campaign needs to increase the products diversity includes the agreement of 17 samples Last but not least are the 16 symbols that say it needs to adjust the packaging color in order to fit each region.
To summarize, since “Cùng nhau làm nên Tết” is a brand-new campaign ofSABECO aiming especially for 2023 New Year’s Eve, being flawed and incomplete in many terms is inevitable There are a lot of different suggestions from the customers about how this campaign can be improved to increase its impact as well as its results in many areas, however, one of the most important things is that there has been no real negative complains or critics of any kind from the public, which means those suggested improvements are only to make it a better and more efficient campaign, not to refuse that it’s a good campaign for the community So, it can be claimed that the campaign is originally fine already, it just needs to be improve in order to grow from its former success.
Table 2.15 The labels refer to the ideas provided by customers to improve the campaign.
1 22 Stronger advertisements in the golden hours for family.
5 18 Increase the connection between social media platforms.
7 16 Adjust the packaging color in order to fit each region.
8 15 More specific information about the campaign.
9 13 Add the gift-trading program.
10 13 Improve the design of the product.
13 9 Care more about charity-orientation.
14 8 The size of the packaging.
Recognizing the problems in the study article's elements, the research team headed deeply and acquired to come up with remedies for the firm to be able to better and have more effective campaigns in the future.
In terms of the Campaign's awareness component, SABECO must carefully analyze the instructions in each promotional activity for its products To focus on the original aim, clearly state the exact purpose and audience that the campaign intends to reach After approaching the campaign, customers may comprehend the purpose and recognize the suitable campaign audience to deliver a more profound and beneficial influence.
In the context of the Campaign's meaning , SABECO is doing an excellent task of incorporating cultural messages into Bia Saigon items Customers evaluated this as a significant promotion that spreads love and affection However, SEBECO could focus more on creating photos more relevant to the message, specifically the "63 is 1" collection This collection's packaging is not praised for its beauty or impressiveness "63 is 1" has a high national value, but the research team discovers that it is not a memorable mark for customers and does not boost brand awareness for Bia Saigon SABECO should develop product packaging, from pictures to colors, for future promotions Packaging that is both relevant and aesthetically pleasing will leave a lasting impact and entice more people to purchase the goods.
Concerning the Campaign's impact factor, the study team discovered that the campaign had a significant beneficial influence on companies and communities Because SABECO is a well-known brand and Bia Saigon is a well-known product, this campaign only adds to customer affection and devotion This is not an issue that has to be fixed, but the research team believes that the firm could have more unique and stunning advertising in order to make a leap in revenue and in the hearts of Vietnamese customers.
In regard to Campaign’s evaluation , "Cùng nhau làm nên Tết" is a successful but not ideal campaign, yet it is a stepping stone to future significant efforts To improve consumer responsiveness, SABECO should research current trends on a regular basis.SABECO should allocate resources and focus on important tasks for campaign activities,which will not only assist businesses keep on track but will also help customers comprehend the campaign Concerning the product's meaning, the corporation should continue promoting it, since it adds to increased product love and client buy intention.The product's design is a problem that the corporation should adjust and enhance in the future, as it must provide an image connected with the desired message SABECO should develop more contacts with different advertising channels, marketing the campaign in various forms such as reality gameshows, movies, music videos, short media videos, and so on, in order to reach a larger number of people.
Recommendations and Conclusion
Recommendations
A successful advertising campaign and marketing strategy begin with a clear definition of their target demographic, followed by designing corporate advertisements to communicate directly with them If an ad campaign is underperforming, assess the creatives and positioning to see if they are still acceptable for the campaign's target audience Target audiences change as well Review buyer personas and audience attributes on a regular basis to ensure that the company's personas are still accurate.
Once the organization has narrowed down the target population, assess the marketing channels to see if they are appropriate for the campaign objectives and meet the needs of the target buyer Digital marketing ad placement channels are typically classified into four types: Search ads, display ads, ads on search partners, and social media ads are all options
Marketers can pioneer new concepts that will promote brand success by leveraging creative impulses while remaining mindful of consumer needs Outside TheBox Thinking (OTBT) allows business to differentiate yourself from competitors while staying current with trends, giving business a competitive advantage in the market.Clever marketers can remain innovative and inventive while still ensuring that their material remains relevant to their audiences' interests As a result, ensure that the company idea is related to the product and that customers can relate to and understand the message.
Conclusion
Overall, from the collected data that the research team managed to gather from the community the results indicate that “Cùng nhau làm nên Tết” has been a very successful marketing campaign in many aspects Firstly, its products were brought to the public at a very reasonable price that can be accessed from many different classes of societies. Therefore, its market share is quite remarkable already, which is very advantageous to such a new marketing campaign And from all of those advantages combined with the amazing effects and impacts of the campaign, the reaction recorded from the customers in general and the company’s target group of customers in specific was mostly significantly positive.
By using the questionnaire of the research team’s own design, the results for the campaign’s awareness indicate that a great number of participants agree that the campaign has successfully caught their attention as well as raised their awareness about this product and its activities whether they have already heard of Bia Saigon before or not and whether if they are currently its customers or not Most of the customers also claim that the campaigns’ impact on society in general has been really impactful in many areas.The campaign has positively changed customers’ buying intention and increased their brand awareness All in all, those results were extremely beneficial to have from the aspect of the company In terms of the campaign’s meaning, the answers from the public were also very one-sided With the majority of the answers from the participants said that this campaign manages to evaluate and spread the Vietnamese culture nationwide.Moreover, the campaign also successfully did exactly the thing that it was created to do,which is provide a more fulfilling holiday to everyone It also enhances people’s life quality as well as the traditional spirit of Vietnam Most customers that took part in the survey also agreed that they were keep on using the product of the company thanks to the success of the campaign And about the new users, a quite decent number of new customers and potential customers said that they will have a high chance to try out the product as well as becoming a loyal customer to the brand The reaction from the public about the products as well as the campaign’s collection appearance came in different sides However, when it comes to the campaign’s overall success as well as the future for many campaigns similar to this, most of the customers, all agree that this is a very successful campaign compared to the overall market, and the company should very much plan to carry out many more campaigns like “Cùng nhau làm nên Tết”.
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Full name: Gender: University: Age: Major: Phone number: Email:
Greetings, the research team will use this information for the research and analyze purposes about the marketing campaign "Cùng nhau làm nên Tết" of Bia Saigon We urge you to evaluate the feeling of your marketing strategy by answering the questions in the survey below Your collaboration will help the team better meet your needs for products and future promotional campaigns.
1 Have you ever used Bia Saigon by SABECO?
☐ Never use ☐ Currently using ☐ Used
2 Are you planning on using Bia Saigon?
☐ Keep using ☐ Not planning to ☐ Will use
3 How would you rate the price of Bia Saigon?
☐ High price ☐ Appropriate price ☐ Cheap price
4 Does Bia Saigon’s “Cùng nhau làm nên Tết” campaign have your attention?
5 Is the campaign aiming at the appropriate target group of customers?
☐ Strongly disagree ☐ Disagree ☐ Neutral ☐ Agree ☐ Strongly agree
6 Do you think the campaign considers mental values more important than material ones?
☐ Strongly disagree ☐ Disagree ☐ Neutral ☐ Agree ☐ Strongly agree
7 Do you think the campaign has brought a better New Year’s Eve to everyone?
☐ Strongly disagree ☐ Disagree ☐ Neutral ☐ Agree ☐ Strongly agree
8 Do you think the campaign has elevated the cultural values of Vietnamese traditions?
9 What do you think about the look of the “63 is 1” collection from the campaign?
☐ Elevates the national values ☐ Impressive ☐ Not appealing
10 What values do you think the campaign has brought to the community?
☐ Spreading the cultural and traditional values of Viet Nam
☐ Patriotism and together bringing a fulfilled New Year’s Eve
☐ Elevates the Vietnamese traditional values
11 Do you see the “63 is 1” collection as a symbolic image of Vietnamese beauty?
☐ Strongly disagree ☐ Disagree ☐ Neutral ☐ Agree ☐ Strongly agree
12 Does the campaign raise your awareness of the national spirit?
13 Does the campaign increase your brand awareness or buying behavior?
14 Do you think the campaign has positively affected the brand image?
☐ Strongly disagree ☐ Disagree ☐ Neutral ☐ Agree ☐ Strongly agree
15 Besides the companies’ benefits, what other upside does the campaign bring to the community?
16 Do you think “Cùng nhau làm nên Tết” is a meaningful campaign?
17 Do you think the campaign has any negative effects on the community?
18 Do you think “Cùng nhau làm nên Tết” is one of the most successful marketing campaigns of SABECO?
☐ Strongly disagree ☐ Disagree ☐ Neutral ☐ Agree ☐ Strongly agree
19 Do you think SABECO should have more campaigns like “Cùng nhau làm nên Tết”?
☐ Strongly disagree ☐ Disagree ☐ Neutral ☐ Agree ☐ Strongly agree
20 Do you think “Cùng nhau làm nên Tết” is a successful campaign in terms of promoting the image for Bia Saigon?
21 Do you have any suggestions on what improvements can the campaign consider?
Thank you so much for spending your precious time on doing this survey!
Phiếu khảo sát khách hàng
Họ và Tên: Giới tính: Bạn là sinh viên trường: Bạn là sinh viên năm: Ngành bạn theo học là:
Chào bạn, nhóm nghiên cứu sẽ sử dụng những thông tin này nhằm phục vụ cho việc nghiên cứu và phân tích chiến dịch marketing “Cùng Nhau Làm Nên Tết” của Bia
Sài Gòn Kính mong bạn cùng đánh giá cảm nhận chiến lược marketing bằng cách trả lời các câu hỏi trong phiếu khảo sát dưới đây Sự hợp tác bạn sẽ giúp nhóm nghiên cứu đáp ứng tốt hơn nhu cầu của bạn về sản phẩm và các chiến dịch quảng bá trong tương lai.
Sản phẩm của chiến dịch
1 Bạn đã sử dụng sản phẩm Bia Sài Gòn của công ty giải khát SABECO chưa?
☐ Chưa từng dùng ☐ Đang dùng ☐ Đã từng dùng
2 Bạn có dự định sẽ tiếp tục sử dụng sản phẩm Bia Sài Gòn của công ty giải khát SABECO không?
☐ Sẽ tiếp tục sử dụng ☐ Chưa có kế hoạch ☐ Sẽ dùng sản phẩm
3 Theo bạn, giá sản phẩm của Bia Sài Gòn của công ty giải khát SABECO như thế nào?
☐ Gía cao ☐ Gía hợp lí ☐ Gía rẻ
Sự nhận thức chiến dịch
4 Chiến dịch “Cùng nhau làm nên Tết” của Bia Sài Gòn có nhận được sự hưởng ứng của bạn không?
5 Chiến dịch có hướng đến nhóm khách hàng mục tiêu phù hợp?
☐ Rất không đồng ý ☐ Không đồng ý ☐ Bình thường ☐ Đồng ý ☐ Rất đồng ý
6 Theo bạn, chiến dịch chú trọng lan toả tình cảm hơn những đóng góp vật chất?
☐ Rất không đồng ý ☐ Không đồng ý ☐ Bình thường ☐ Đồng ý ☐ Rất đồng ý
7 Theo bạn, chiến dịch “Cùng nhau làm nên Tết” đã góp phần mang lại một mùa tết trọn vẹn đến mọi người?
☐ Rất không đồng ý ☐ Không đồng ý ☐ Bình thường ☐ Đồng ý ☐ Rất đồng ý Ý nghĩa chiến dịch
8 Theo bạn, chiến dịch “Cùng nhau làm nên Tết” có góp phần tôn vinh các giá trị văn hóa truyền thống của dân tộc Việt Nam không?
9 Theo bạn, bao bì bộ sưu tập “63 là 1” trong chiến dịch của công ty SABECO như thế nào?
☐ Bao bì mang lại giá trị bản sắc ☐ Bao bì ấn tượng ☐ Bao bì không thẩm mỹ
10 Theo bạn, chiến dịch mang đến những giá trị nào cho cộng đồng?
☐ Lan tỏa ý nghĩa văn hóa nhân văn của dân tộc Việt Nam
☐ Tinh thần hướng về nguồn cội và cùng nhau mang đến một mùa xuân ấm áp
☐ Tôn vinh các giá trị văn hóa truyền thống của dân tộc
11 Theo bạn, bộ sưu tập “63 là 1” là một hình ảnh điển hình của chiến dịch tôn vinh nét đẹp văn hoá Việt Nam?
☐ Rất không đồng ý ☐ Không đồng ý ☐ Bình thường ☐ Đồng ý ☐ Rất đồng ý
12 Chiến dịch có nâng cao nhận thức của bạn về tinh thần dân tộc không?
13 Chiến dịch có làm tăng sự yêu thích cho nhãn hàng và làm tăng ý định mua sắm của bạn?
☐ Có tăng sự yêu thích nhãn hàng
☐ Có tăng ý định mua sắm
14 Theo bạn, chiến dịch có tác động tích cực đến hình ảnh thương hiệu của sản phẩm Bia Sài Gòn?
☐ Rất không đồng ý ☐ Không đồng ý ☐ Bình thường ☐ Đồng ý ☐ Rất đồng ý
15 Theo ý kiến của bạn, bên cạnh những lợi ích về phía công ty, chiến dịch đã mang lại những lợi ích gì cho cộng đồng?
Sự đánh giá chiến dịch
16 Chiến dịch “Cùng nhau làm nên Tết” có phải là một chiến dịch có ý nghĩa đối với bạn không?
17 Theo bạn, chiến dịch “Cùng nhau làm nên Tết” có gây ra ảnh hưởng xấu đến xã hội không?
18 Chiến dịch “Cùng nhau làm nên Tết” có phải là một trong những chiến dịch thành công nhất của công ty SABECO không?
☐ Rất không đồng ý ☐ Không đồng ý ☐ Bình thường ☐ Đồng ý ☐ Rất đồng ý
19 Theo bạn, công ty giải khát SABECO nên tổ chức thêm những chiến dịch marketing mang ý nghĩa thực tế vào các dịp lễ Tết không?
☐ Rất không đồng ý ☐ Không đồng ý ☐ Bình thường ☐ Đồng ý ☐ Rất đồng ý
20 Theo ý kiến của bạn, chiến dịch "Cùng Nhau Làm Nên Tết" có phải là một chiến dịch marketing thành công trong việc quảng bá cho hình ảnh của Bia Sài Gòn?
21 Theo bạn thì chiến dịch “Cùng Nhau Làm Nên Tết” cần cải thiện ở những điểm nào?