btec level 4 hnd diploma in business unit 2 marketing processes and planning

COMPARING THE MARKETING MIX STRATEGIES OF SABECO AND COMPETITORS.. INTRODUCTION 1.1 About Saigon Beer-Alcohol-Beverage Joint Stock CorporationSABECO SABECO Saigon Beer - Alcohol - Beve

ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business Unit number and title Unit 2 Marketing Processes and Planning

Group number:

Group 6

OBSERVATION RECORD Student 1 Trần Thùy Dương

Description of activity undertaken

II COMPARING THE MARKETING MIX STRATEGIES OF SABECO AND COMPETITORS 2.2 The marketing Mix Strategies of two competitors

2.2.1 Product 2.2.2 Price 2.2.3 Place 2.2.4 Promotion 2.2.5 People 2.2.6 Process 2.2.7 Physical Evidence

2.3 Review of Strategies and Tactical Approaches

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student

Assessor

Assessor

name:

Student 2 Nguyễn Hồng Khánh Description of activity undertaken III MARKETING PLAN FOR SABECO 3.1 Executive Summary

3.2 Situation Analysis

3.2.1 Market Description 3.2.2 Review of Competition 3.2.3 Marketing Environment

3.3 Objectives

3.4 Marketing Strategy 3.4.1 Target Segment

3.4.2 Positioning and Differentiation Strategy 3.4.3 Marketing Mix 7Ps strategy

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3.6 Controls and Monitoring

Assessment & grading criteria

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Student 4 Nguyễn Thị Thanh Lan

Description of activity undertaken IV MEDIA PLAN FOR SABECO 4.1 Media Goals and Objectives 4.2 Target Audience

Assessment & grading criteria

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4.4 Controls and Monitoring

Assessment & grading criteria

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1.1 About Saigon Beer-Alcohol-Beverage Joint Stock Corporation(SABECO)

1.2 Purpose of the Assignment

2.1 Definition of Marketing Mix Strategies V CONCLUSION

VI REFERENCE

Assessment & grading criteria

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Grade:Assessor Signature:Date:

Internal Verifier’s Comments:

Table of Cle of Cle of Conteonteontents nts

I INTRODUCTION 13

1.1 About Saigon Beer- cohol-Beverage Joint Stock Corporation(SABECO)Al 13

1.2 Purpose of the Assignment 13

II COMPARING THE MARKETING MIX STRATEGIES OF SABECO AND COMPETITORS. 13

2.1 Definition of Marketing Mix Strategies 13

2.2 The marketing Mix Strategies of two competitors 14

2.3 Review of Strategies and Tactical Approaches 22

III MARKETING PLAN FOR SABECO 22

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3.4.1 Target Segment 33 3.4.2 Positioning and Differentiation Strategy 34 3.4.3 Marketing Mix 7Ps strategy 35

3.5 Action Plan 37 3.6 Controls and Monitoring 38 IV MEDIA PLAN FOR SABECO 40 4.1 Media Goals and Objectives 40 4.2 Target Audience 43

4.3 Median Plan 44 4.4 Controls and Monitoring 46 V CONCLUSION 48 VI REFERENCE 48

I INTRODUCTION

1.1 About Saigon Beer-Alcohol-Beverage Joint Stock Corporation(SABECO)

SABECO (Saigon Beer - Alcohol - Beverage Corporation) is one of the leading companies in Vietnam in the field of beer, wine, and beverage production and distribution This is one of the most famous and prestigious brands in the Vietnamese market SABECO originated from the Saigon Beer Company, established in 1875 Over many stages of development, SABECO has become a leading company in the beer and beverage industry in Vietnam The company is famous for its flagship brand, Saigon Beer, which includes product lines such as Saigon Lager, Saigon Special, and Saigon Export In addition, the company also manufactures and distributes wine and other alcoholic beverages, as well as non-alcoholic beverages SABECO's products are diverse and meet the needs of many different customers

With many outstanding activities, SABECO closed the year 2022 with a series of prestigious domestic and international awards such as Vietnam Glory (of Vietnam General Confederation of Labor), Asian Excellence Enterprise and Brand Inspiring (APEA), Sustainable Business (Philip Kotler Award), Top 1 Prestigious Beverage Company (Vietnam Report), Top 25 Leading F&B Brands (Forbes), Asia Beer Championship 2022 (Asia Beer Championship) for Saigon Chill Beer and Saigon Lager Beer and prizes at Smarties Vietnam These are achievements that recognize SABECO's business efforts as well as specific actions associated with the sustainable development strategy around the 4 pillars of Country, Culture, Conservation, and Consumption, aiming to become a "citizen enterprise" with international competitiveness and go beyond the image of "Pride of Vietnamese people" promising to explode further in 2023

1.2 Purpose of the Assignment

The purpose of the report analyzing and researching competition, and building a marketing plan for SABECO businesses is to provide information and better understand the competitive environment, and identify marketing and communication strategies to achieve the company's marketing goals This report helps evaluate SABECO's competitiveness in the beer and beverage industry, identifies the company's opportunities and challenges, and recommends specific marketing and communication activities and management , monitoring plans to achieve business goals Make a decision on whether to invest in the company or not

Specifically, the content of assignment is required to use the 7P marketing mix model to compare Sabeco with a selected competitor operating in the same market application to achieve business goals, involving 2 companies Next, assignment focuses on creating a customized marketing plan to achieve the defined marketing goals for Sabeco This section includes a summary of the key elements of a marketing plan, market assessment, competitive analysis, specific, measurable goals, and marketing strategy (such as segmentation, positioning, etc.) branding and marketing mix 7Ps), action plan, and monitoring process Finally, is the communication plan to achieve SABECO's goals

II COMPARING THE MARKETING MIX STRATEGIES OF SABECO AND COMPETITORS

2.1 Definition of Marketing Mix Strategies

Marketing mix also known as Marketing mix is just a set of marketing tools used by businesses to American Marketing Association[32], taking the recipe idea one step further and coining the term Marketing Mix The marketing mix strategy is one of the important factors that businesses need to carefully consider and implement wisely to be able to make successful marketing decisions for a product or service “ The marketing mix of E Jerome McCarthy refers to four familiar Ps including Product (Product), Price (Price), Place (Place), and Promotion (Ad) The different elements of the marketing mix work in combination and in conjunction with each other Consumer-centric marketing incorporates a customer focus into their approach” Over time, this model evolved into 7Ps according to the complexity and innovation of modern marketing Marketing experts have come up with other 3Ps which are Processes,

People, and Physical Evidence to strengthen Marketing activities when the product is no longer in the queue intangible goods but also intangible services In Vietnam, one of the world's largest and fastest growing beer markets, a new battle between Heineken and local beer giant Sabeco is underway Currently, the two brewers are working to upgrade their product lines and build up their marketing power

2.2 The marketing Mix Strategies of two competitors 2.2.1 Product

A SABECO Company: 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, not only meeting the needs of drinkers Vietnamese beer also constantly affirms the level of product quality in the international market when it has been exported and trusted in over 18 countries with fastidious markets such as Japan, Australia, Germany, the Netherlands, and the US …

Affordable products with high quality: With 2 types of beer bottles Larue with 610ml capacity and 33 bottles of beer with 330ml capacity during the first period of takeover, up to now, SABECO has developed 10 product lines, namely Saigon Lager 450 bottled beer, Saigon Export bottle beer, Saigon Special bottled beer, Saigon Lager 355 bottled beer, 333 Premium bottle beer, Lac Viet bottled beer, 333 canned beer, Saigon Special canned beer, Saigon Lager canned beer, Lac Viet canned beer are fully present in the market Not only that, Sabeco also offers a wide range of products including beer, wine, and beverages: Vina Vodka, Napoleon Lainé, Daika mineral water,

To maintain market share and avoid being eliminated, products are the core factor that Sabeco always aims for Towards high quality and healthy elements above all In early 2012, Sabeco applied an integrated quality management system according to ISO 9001:2008, HACCP food safety standards, and ISO 14000 environmental management Sabeco's product quality has been confirmed and recognized by the Conformity Certification Center - General Department of Standards, Metrology and Quality (Quacert)

Willingness - Ability - Readiness - Motivation is a necessary and right step for businesses on the journey to affirm their leading position in Vietnam and reach the world

In addition, customers are people with good average income, between the ages of 29-49 are businessmen, cadres, and civil servants who often have relationships, receive guests and do transactions, etc This is also an important part by Sabeco This company aims to create a lasting relationship with customers, meet customer needs and create customer satisfaction through the quality of products and services SABECO emphasizes the importance of people in developing brands, building relationships with customers, and creating value for customers while enhancing customer satisfaction and loyalty with the SABECO brand

B Heineken Company: In parallel with Sabeco, the global Heineken Group always emphasizes the human factor that plays an important role in all company activities Therefore, the employees are always cared for and helped to satisfy their passion for success in life

Listening and taking timely, positive, and goodwill improvement actions of the leadership at the company significantly contribute to helping employees feel more satisfied in their working environment corporate, the company continuously organizes periodical internal sharing sessions, where all employees are encouraged to voice their thoughts, contributions, and recommendations to the leadership

The company also places great emphasis on employee training and development, demonstrating that they have the skills and knowledge to do their jobs effectively Heineken is also committed to providing customers with a great experience with high-quality beer, along with the best customer service possible Heineken focuses on creating positive social values through sponsorship activities and community development programs The company also attaches great importance to environmental protection and implements sustainable activities to minimize negative impacts on the environment

2.2.6 Process

A SABECO Company: With the Company's quality policy of "Satisfying customer requirements to the best", the Company has applied the Quality Management System ISO 9001: 2000 to ensure that the products meet the standards of Food Hygiene and Safety products according to the regulations of the Ministry of Health The company has given strict control from input materials; semi-finished products, and specifications in the production process to the product

SABECO's products undergo strict production processes Before delivering to consumers, each product is tested according to a 12-step production process To maintain market share and avoid being eliminated, products are the core factor that Sabeco always aims for Towards high quality and healthy elements above all

S&OP is an integrated business management process commonly used in developed countries, but in Vietnam, its application is still quite new

At SABECO, the S&OP process is carried out strictly and smoothly through many stages Based on the prediction of market demand, 26 breweries will be assigned the appropriate beer volume to proceed with production The output of each brewery depends heavily on the needs of the surrounding area, the transportation distance, and also the objective impact of the weather to ensure the shortest time and distance of products to consumers

SABECO process (Saigon Beer - Wine - Beverage Joint Stock Company) to bring products to customers SABECO carries out research and development for new products, including understanding market needs, analyzing consumer trends, and coming up with new product ideas After completing the research and development process, SABECO manufactures products at its factories and production facilities The production process is carried out according to the regulations on quality and food safety SABECO manages the warehouses to ensure product availability The company also established extensive distribution channels to bring products to customers Distribution channels include distribution agents, supermarkets, restaurants, bars, and other retail channels SABECO invests in marketing and advertising to enhance brand recognition and generate interest from customers The company uses traditional advertising media such as television, newspaper, and outdoor advertising, as well as online marketing channels such as social networks and websites SABECO has a network of sales staff and customer care staff to meet the purchasing needs and answer questions from customers SABECO's sales staff often approach customers in retail locations to advise and sell products

B Heineken Company: For Heineken beer production process, it is a continuous and automated production process from input material inspection, brewing to fermentation… HEINEKEN Hanoi Brewery brews beer with 100% energy renewable After packing them into bottles or cans for transport to the warehouse and ensure they are stored properly and in sufficient quantity to meet marketing needs All Heineken products strictly comply with the quality management standards of the Ministry of Health, as well as the strict regulations of the global HEINEKEN group There is a Certificate of quality of water used for brewing beer To ensure wide coverage, Heineken also brings its products to both distribution channels: modern and traditional Heineken's process for getting products into the hands of consumers includes stages from production, warehouse and distribution management, marketing and advertising, sales and customer service, to after-sales service The goal of this process is to ensure that Heineken products can effectively reach and meet consumer needs

Heineken Vietnam is a leading enterprise in beer production and trading, with many product lines favored by consumers, so the amount of packaging from the company is very large In 2021, Heineken Vietnam has completed the goal of zero waste landfilling at factories, 4 years earlier than the goal of the global parent corporation Belongs to the group of businesses that must implement tools Extended manufacturer's responsibility (EPR) for the packaging industry from 2024, however, the recycling and reuse