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
INTRODUCTION
COMPARING THE MARKETING MIX STRATEGIES OF SABECO AND COMPETITORS
The marketing Mix Strategies of two competitors
Review of Strategies and Tactical Approaches
How the activity meets the requirements of the criteria
MARKETING PLAN FOR SABECO
Situation Analysis
Marketing Strategy
3.4.2 Positioning and Differentiation Strategy 3.4.3 Marketing Mix 7Ps strategy
How the activity meets the requirements of the criteria
How the activity meets the requirements of the criteria
Student 4 Nguyễn Thị Thanh Lan
IV MEDIA PLAN FOR SABECO
How the activity meets the requirements of the criteria
How the activity meets the requirements of the criteria
1.1 About Saigon Beer-Alcohol-Beverage Joint Stock Corporation(SABECO) 1.2 Purpose of the Assignment
2.1 Definition of Marketing Mix Strategies
How the activity meets the requirements of the criteria
Table of C le of C le of C le of C le of Conte onte onte onte ontents nts nts nts nts
1.1 About Saigon Beer- cohol-Beverage Joint Stock Corporation(SABECO)Al 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
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
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 achieve marketing goals in the market The term was first used in 1953 by Neil Borden, president of the 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,
Marketing tangible and intangible offerings requires employing people, physical evidence, and promotional activities to maintain product relevance beyond its initial launch In Vietnam's competitive beer market, Heineken and Sabeco engage in a heated battle by enhancing their product lines and strengthening their marketing strategies.
2.2 The marketing Mix Strategies of two competitors
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
Customers of Sabeco are typically affluent individuals between the ages of 29-49, including business owners, executives, and government employees They frequently engage in social functions, host guests, and conduct business transactions Sabeco recognizes the importance of building lasting relationships with these customers by catering to their needs and providing exceptional products and services The company focuses on the human element in its brand development, prioritizing customer satisfaction and loyalty By delivering value to customers, Sabeco seeks to enhance the reputation and loyalty associated with the 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