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

Product: TIGER BEER-Heineken Asia Pacific Company

Can Tho CityJuly 10,2023

Group AssignmentMKT304

1

Contribution Sheet

Student name – Student

Percentage ofcontribution

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 isconsidered the largest acquisition in the beer and beverage industry in the Asia-Pacific region Analysts say Heineken has had to compete with Thai and Japanesebrewers 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 amighty tiger Now that tigers have wings, Tiger Beer brings top-notch marketingcampaigns 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 companyshared interesting consumer experiences through digital transformation in manycreative ways For example, ordering beer and home-fermented apple juice,receiving goods in 60 minutes, or marketing messages that are "measured" by thisbrand for customers based on digital

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

Since 2016, the world's leading brewer has soon cooperated with leading onlineretail channels in Vietnam such as Lazada, Tiki, Shopee and Bach Hoa XanhOnline 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 MinhCity, Hanoi and Da Nang In 2019, the e-commerce segment grew 200% inrevenue compared to 2018 with 87,000 orders, reaching 16,000 new members andmore 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 meetingsor special sessions to share information, update projects and work progress Or itcan be situations or problems that arise unexpectedly and need to be resolvedquickly and effectively and can be mutually beneficial It is important to ensurethat everyone in the company is informed and given the opportunity to contribute.The company also uses internal communication channels such as email, internalcompany messages, intranet or notification system to share information, announceevents or important news to employees The special thing is that the company alsoorganizes internal meetings and events such as press conferences, team meetings,or internal training sessions and courses to enhance internal communication andinformation sharing The company may use internal communication tools such asproject management software, document sharing systems, internal forums, orinternal social media platforms to create an environment for communication.efficient and convenient communication.

The external communication situation of the company Heineken may change overtime and the communication strategies of the company Realizing the importanceof Advertising method, Heineken has not stopped taking advantage and exploitingit thoroughly it through many advertising media such as television, Internet,outdoor advertising (posters, signs ), newspapers and especially using digitalcommunication channels such as company website, network social, blog and

mobile applications to share information with the public The company providescomplete information about products, marketing campaigns, events and newsrelated to the company.

Heineken strives to maintain relationships with the media and work with the pressto communicate information and promote the company's products Specificexamples when creating good relationships with the media The company's mediacoverage is that the Heineken canned and bottled beers are very successful andHeineken has been classified by ADSA as "Beer Category Launch of the year" andwon 3 awards in PR, packaging and radio promotion of the awards Grocermagazine's annual for advertising and marketing.

And the company also participates in social, cultural and charitable activities in thecommunity to build a good image and interact positively with the public Forexample, heineken sponsors social and humanitarian programs across the countryto 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 Tigerbeer.

Large poster pages are present on the tall buildings we can see when running onthe street However, such image promotion still only affects people who areinterested in celebrities on those images and the billboard ads don't really meanmuch 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 TVCcan convince viewers to be interested in its products and services.

To solve the situation of advertising that lacks meaning, tiger beer should also usetvc advertising to easily bring messages and meanings to consumers Combinedwith the presence of celebrities, tiger beer also easily brings the attention ofviewers to the advertisement Since then, Tiger beer will gain a large number ofviewers, the advertisement also brings a lot of meaning without making viewersbored 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 Tigerbeer by 10% in the next financial year towards a new and broader segment.Measuring progress (Measurable): Currently, in Vietnam market, Tiger beer hasachieved its goal of capturing about 23% of the market share in the beer market inVietnam The measurement of progress helps to monitor and adjust the businessstrategy to achieve the set goals.

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

popularity and sales through social or commercial needs enjoy beers to relax liketoday.

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 increasedby 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 (usually18 years of age or older) and have an interest in alcohol products The goal of BIATIGER is to reach and interact with a wider audience BIA TIGER's targetaudience 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 notlimited to just one gender, so the company may want to reach both genders toexpand the consumption market.

The target audience of BIA TIGER may be beer lovers and have an interest inenjoying quality beers This product has a diverse target audience, so there is alsoa diversity of interests and lifestyles, from those who like to enjoy beer on specialoccasions to those who like to explore different flavors and types of beer new.BIA TIGER targets target audiences in the markets and regions where thecompany operates, such as Asia Pacific and countries within that region.

In TV because TV ads often focus on hours and programs that many people canwatch, like news programs, television or game shows And because with a newTCV, the acceptance is very important This helps to increase brand awareness andcreate 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 targetaudience often visits and shares information with each other Using hashtag postswith pre-built engaging, meaningful content will attract a large target audience.Social media campaigns often focus on creating a dynamic, apple image bold andcreative 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 touse alcohol Therefore, the people who use Tiger beer are usually those 18 years ofage or older According to the actual survey, the age of 25 to 45 years old is theage of high consumption in Vietnam.

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

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 theproportion of men who have ever used alcohol is significantly higher than the rateof women Today, gender equality is respected, so alcohol use is not only reservedfor 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 therise.

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

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 isthose 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 seekoriginality and class in their consumer experiences and appreciate social andenvironmental 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 aparty 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 tocreate 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 peoplestarting to make music with a bottle or can of Tiger beer Everyone in the bar will singalong.

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

This message creates the feeling of a space to meet, share and enjoy and alsoconnect with each other whether they are strangers or simply sharing the samespace Tiger Beer can create a friendly and connected environment where peoplecan 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 THVLand 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 thesetime frames is 16-20 million/15s for each broadcast

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

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 showand before the ending and the price for each broadcast time frame would bebetween 25-33 million/15 seconds.

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

Twitter and YouTube to post short videos of 10-15 seconds each And create eventposts with hashtags

.

Tiger Beer Event 2023

For example, guess the lucky number and tag your friends or record a video withthe message as well as the appearance of Tiger beer and then post the hashtag ofthe event to win This is an effective way to reach your online audience, increaseengagement and share.

2 Implementation time.

Timeline: Time to implement the plan is 2 months (7 to 8 weeks)

3-4 TVC, design and production

5-7 Collect and choose the right background music for TVC

1-3 Script and shoot scenes for TVC.4-5 Edit and perfect TVC.

1 Upload TVC to TV stations and social networks.

2-7 Start advertising on television during prime time on VTV andTHVL, and post ads on social networking sites (Facebook,Instagram, Twitter, YouTube).

All day Continue to advertise on television and social media.

Post short videos and event posts on Facebook, Instagram,Twitter, and YouTube.

Enhance interaction an sharing through programs such asguessing lucky numbers, answering questions in promotionalvideos, and video tagging friends to receive promotions or gifts.

Time remaining:

- Collect feedback from customers and evaluate performance.

- Synthesize and analyze in detail the data collected after evaluating performance resultsand collecting feedback from customers.

- Monitor the viewership and frequency of TVC broadcasts on television stations.Measure engagement on event posts, videos, or articles on social media platforms likeFacebook, Instagram, Twitter, and YouTube (including views, likes, shares, andcomments) essay )

- Collect feedback from customers about the effectiveness of the ad and the image itconveys Assess whether the level of awareness and brand recognition increases ordecreases after advertising is implemented Use methods like surveys, polls, or brandsearch growth tracking to evaluate.

- Evaluate and give specific final results on sales growth after advertisingimplementation.

- Synthesize and analyze the results of collecting feedback from customers about theeffectiveness of the advertising and the images that the advertisement conveys (This can