group assignment product tiger beer heineken asia pacific company

Company Platform.In August 2012, Heineken successfully acquired the Tiger beer brand – this isconsidered the largest acquisition in the beer and beverage industry in the Asia-Pacific reg

Assignment Brief:

o This is a group-based project that involves the creation and implementation of

a promotional campaign for a company/a product The group consists of 4-5

members Group members have to work closely throughout the course and give

a formal presentation by the end of the course

Product: TIGER BEER-Heineken Asia Pacific Company

Can Tho City July 10,2023

Group Assignment

MKT304

1

Contribution Sheet

2

Student name – Student

Percentage of contribution

Nguyễn Thị Tuyết Hằng

Nguyễn Ánh Dương

Mạc Công Lệnh

100%

Lê Thị Thì Mỵ

CS170652

Introduction Define your target audience and target audience

100%

Trần Thị Kim Chu

CS171817

Introduction Define your target audience and target audience

100%

Khưu Thị Kiều Trân

CS171968

Introduction Define your target audience and target audience

100%

I Introduction 4

1 Company Platform: 4

2 Current communication situation of the company (Internal communication and external communication.) 5

3 The problem needs to be solved in the context situation (the reason for doing TVC for that product/company) 6

II Define your target audience and target audience: 7

1 SMART Objectives: 7

2 Target audience: 8

3 Information about consumers: 9

III Deployment plan: 12

1 Set up the ad and its main message: 12

2 Implementation time: 15

V Conclusion and recommendations 17

1.Summary of media campaign results: 17

2.Recommendations for effective advertising: 18

VI REFERENCE 19

1 Company Platform.

In August 2012, Heineken successfully acquired the Tiger beer brand – this is considered the largest acquisition in the beer and beverage industry in the Asia-Pacific region Analysts say Heineken has had to compete with Thai and Japanese brewers for control of APB to gain the initiative in the Asia Pacific region When in the hands of the famous global brand Heineken, Tiger beer was already a mighty tiger Now that tigers have wings, Tiger Beer brings top-notch marketing campaigns that attract all young Asians

Heineken increases convenience for consumers through an e-commerce platform, applying high technology in marketing to reach each customer

At the presentation of Heineken Vietnam's 2019 sustainability report, the company shared interesting consumer experiences through digital transformation in many creative ways For example, ordering beer and home-fermented apple juice, receiving goods in 60 minutes, or marketing messages that are "measured" by this brand for customers based on digital

The global brand foundation of Tiger beer, “Uncage” is not only a descriptive metaphor for how the brand has brought bravery to the whole of Asia, but also the first step in the company's marketing strategy Tiger beer attracts customers in these Asian countries

Since 2016, the world's leading brewer has soon cooperated with leading online retail channels in Vietnam such as Lazada, Tiki, Shopee and Bach Hoa Xanh Online In 2018, this business also launched the e-commerce site Drinkies.vn,

helping to reach and sell directly to consumers in big cities including Ho Chi Minh City, Hanoi and Da Nang In 2019, the e-commerce segment grew 200% in revenue compared to 2018 with 87,000 orders, reaching 16,000 new members and more than 3,300 orders via MoMo and Grab

2 Current communication situation of the company (Internal communication and external communication.)

Internal communication situation: Heineken Company organizes periodic meetings

or special sessions to share information, update projects and work progress Or it can be situations or problems that arise unexpectedly and need to be resolved quickly and effectively and can be mutually beneficial It is important to ensure that everyone in the company is informed and given the opportunity to contribute The company also uses internal communication channels such as email, internal company messages, intranet or notification system to share information, announce events or important news to employees The special thing is that the company also organizes internal meetings and events such as press conferences, team meetings,

or internal training sessions and courses to enhance internal communication and information sharing The company may use internal communication tools such as project management software, document sharing systems, internal forums, or internal social media platforms to create an environment for communication efficient and convenient communication

The external communication situation of the company Heineken may change over time and the communication strategies of the company Realizing the importance

of Advertising method, Heineken has not stopped taking advantage and exploiting

it thoroughly it through many advertising media such as television, Internet, outdoor advertising (posters, signs ), newspapers and especially using digital communication channels such as company website, network social, blog and

mobile applications to share information with the public The company provides complete information about products, marketing campaigns, events and news related to the company

Heineken strives to maintain relationships with the media and work with the press

to communicate information and promote the company's products Specific examples when creating good relationships with the media The company's media coverage is that the Heineken canned and bottled beers are very successful and Heineken has been classified by ADSA as "Beer Category Launch of the year" and won 3 awards in PR, packaging and radio promotion of the awards Grocer magazine's annual for advertising and marketing

And the company also participates in social, cultural and charitable activities in the community to build a good image and interact positively with the public For example, heineken sponsors social and humanitarian programs across the country

to increase brand awareness and create a good image for the company

3 The problem needs to be solved in the context situation (the reason for doing TVC for that product/company)

Tiger beer also marks its success through the promotion of its brand and products The strategy of using celebrities to advertise brought a lot of consumers for Tiger beer

Large poster pages are present on the tall buildings we can see when running on the street However, such image promotion still only affects people who are interested in celebrities on those images and the billboard ads don't really mean much because it's just a fleeting image on the road Maybe some people don't even

notice TVC is very effective in conveying messages to viewers and through TVC can convince viewers to be interested in its products and services

To solve the situation of advertising that lacks meaning, tiger beer should also use tvc advertising to easily bring messages and meanings to consumers Combined with the presence of celebrities, tiger beer also easily brings the attention of viewers to the advertisement Since then, Tiger beer will gain a large number of viewers, the advertisement also brings a lot of meaning without making viewers bored because of the celebrity image

II Define your target audience and target audience.

1 SMART Objectives.

Specific goal: A specific goal for Tiger beer is to be able to increase sales of Tiger beer by 10% in the next financial year towards a new and broader segment Measuring progress (Measurable): Currently, in Vietnam market, Tiger beer has achieved its goal of capturing about 23% of the market share in the beer market in Vietnam The measurement of progress helps to monitor and adjust the business strategy to achieve the set goals

Achievable: The company has chosen an objective that is consistent with its existing capabilities and resources Thanks to its large scale and constantly improving product quality, as well as its marketing, distribution, product quality and customer interaction strategies Developing an effective marketing strategy and building trust from customers can help a company increase sales by 10% Relevant: The goal of increasing sales of Tiger beer is directly related to Heineken's Tiger beer product, and is determined to increase the product's

popularity and sales through social or commercial needs enjoy beers to relax like today

Time-bound: With a large population, young population structure, the needs of Vietnamese people are relatively large Vietnam is the largest beer consumer among 11 countries in Southeast Asia Beer consumption in Vietnam has increased

by an average of 6.6% per year over the past 6 years At the same time, the economic growth rate has increased rapidly, along with the people's income has increased continuously That has led Heneiken to believe that it is possible to increase sales by 10% for the year

2 Target audience.

BIA TIGER's target audience can be consumers of legal age to drink beer (usually

18 years of age or older) and have an interest in alcohol products The goal of BIA TIGER is to reach and interact with a wider audience BIA TIGER's target audience can be adults, of legal age to drink beer and up

Usually, people aged 18 years or older, and depending on the laws of each country The BIA TIGER product line is aimed at both men and women Alcohol is not limited to just one gender, so the company may want to reach both genders to expand the consumption market

The target audience of BIA TIGER may be beer lovers and have an interest in enjoying quality beers This product has a diverse target audience, so there is also

a diversity of interests and lifestyles, from those who like to enjoy beer on special occasions to those who like to explore different flavors and types of beer new BIA TIGER targets target audiences in the markets and regions where the company operates, such as Asia Pacific and countries within that region

In TV because TV ads often focus on hours and programs that many people can watch, like news programs, television or game shows And because with a new TCV, the acceptance is very important This helps to increase brand awareness and create interest in the product

Beer Tiger can also use social networking platforms such as Facebook, Instagram, Twitter and YouTube to create an online presence This is where Tiger's target audience often visits and shares information with each other Using hashtag posts with pre-built engaging, meaningful content will attract a large target audience Social media campaigns often focus on creating a dynamic, apple image bold and creative for the brand

3 Information about consumers.

Age: According to the provisions of Article 5 of the Law on Prevention and

Control of harmful effects of alcohol, people under 18 years old are not allowed to use alcohol Therefore, the people who use Tiger beer are usually those 18 years of age or older According to the actual survey, the age of 25 to 45 years old is the age of high consumption in Vietnam

The survey was conducted in April 2020 by joint stock company GMO-Z.com

RUNSYSTEM

Gender: It shows that nearly 93% have ever used alcohol This rate in the male

group is 94.78%, in the female group it is 91.79%, which means that the proportion of men who have ever used alcohol is significantly higher than the rate

of women Today, gender equality is respected, so alcohol use is not only reserved for men by default There are many products with low alcohol levels for women According to forecasts, the number of women using alcoholic beverages is on the rise

The survey was conducted in April 2020 by joint stock company GMO-Z.com

RUNSYSTEM

Hobbies and lifestyle: They are usually the ones who like to gather, party with

friends at entertainment venues that serve alcoholic beverages A small part is those who have work to go to exchange and meet to expand social relationships

Consumption style: Consumers of Tiger Beer often have an active, confident

lifestyle and love outdoor activities, sports and exploration They tend to seek originality and class in their consumer experiences and appreciate social and environmental value

Social Environment: Places of entertainment that sell alcoholic beverages,

usually restaurants, bars, clubs,

1 Set up the ad and its main message.

a Set up ads.

With the Slogan: (“Spiritual connection, intimate connection”) will create the image of a party or a family celebration with everyone in hand with a glass of Tiger beer

Tiger Beer 2023

With the Slogan: (“Spiritual connection, intimate connection”), a script will be used to create excitement and stimulate viewers’ curiosity to show scenes of fun, meeting friends,

or enjoying a meal Partying with Tiger will create a fun, dynamic and close atmosphere Like a boring bar space will be stimulated by 1 person or a certain group of people starting to make music with a bottle or can of Tiger beer Everyone in the bar will sing along

And choose a music that stands out, is upbeat, or matches the spirit of the ad to add excitement

This message creates the feeling of a space to meet, share and enjoy and also connect with each other whether they are strangers or simply sharing the same space Tiger Beer can create a friendly and connected environment where people can come together to create memories and bond with each other

b Advertising media/channels.

In this area, we will focus on social media and TVC.

TVC: Create high-quality TVC with engaging footage, vibrant music and

interactive messages that will be advertised on major stations like VTV or THVL and HTV

TVC will broadcast after every prime-time frame

VTV: Broadcast in time frames such as 13h-14h, 16h-18h, 20h-21h broadcast

right after or between TV shows, movies and news, and the price for each of these time frames is 16-20 million/15s for each broadcast

At THVL, they will also choose the same time frame as VTV The time frames such as 13h-14h, 16h-18h, 20h-21h will also play right after or between dramas and news The price for each time frame is from 16-30 million/15 seconds broadcast,

HTV: At HTV, we will focus on implementing time frames for reality TV and

gameshow at night such as from 19:00 to 20:00, 20:00 to 23:00 between the show and before the ending and the price for each broadcast time frame would be between 25-33 million/15 seconds

Broadcasting in the gold frame and major stations can reach a large audience and increase brand awareness