digital marketing topic developing a media plan for a real company in vietnam

In the Vietnamese beer market in recent years, there has been a stir by a different drink, Cider, alsoknown as fermented apple juice.. Products/ services/ customersThe core value that th

DIGITAL MARKETING

INDIVIDUAL ASSIGNMENTTopic: Developing a Media Plan for a real company in Vietnam

Full name: Hoàng Linh ChiClass: MKT1615Student ID: HS160535Lecturer: Đoàn Thị Thanh HươngCourse: MKT304

Date: Summer 2022

Table of Contents

I Introduction1.1 Company

1.2 Products/ services/ customersII The situation analysis (MKT) – swotIII The Media strategy plan (min 1 month)

3.1 Objectives – smart goals3.2 Media strategy

3.3 Selecting broad media classes3.4 Selecting media within classes3.5 Media use decisionIV Creative strategy plan

4.1 Schedule

4.2 Evaluation and follow-up.V Conclusion

VI Reference

I Introduction

1.1 Company

HEINEKEN Vietnam has a long history of 30 years with proud marks and achievements From thefirst factory in Ho Chi Minh City in 1991, HEINEKEN Vietnam now has 6 factories with more than3,000 employees across Vietnam.

As a constantly innovating company, we combine international experience with our know-how anddeep understanding of the Vietnamese market to bring to Vietnamese consumers a diversified productportfolio suitable for domestic and international customers suitable for different needs, interests andenjoyment times In Vietnam, HEINEKEN manufactures and distributes Heineken®, Tiger and BiaViet brands, including Strongbow.

In the Vietnamese beer market in recent years, there has been a stir by a different drink, Cider, alsoknown as fermented apple juice And the name Strongbow Cider appeared earliest in the Vietnammarket in October 2015.

Regarding non-alcoholic beverage labels (competitive in other industries): Non-alcoholic beveragescan be bottled beverages or canned liquids such as carbonated drink, mineral water, juice, syrup, waternon-alcoholic beverages… all of which are widely available in the market In addition, it also includestea, smoothie, juice, coffee, soda, smoothie, mojito Some non-alcoholic beverage brands cancompete with Strongbow such as Cocacola, Pepsi, 7 Up, Sprite, and Fanta,

1.2 Products/ services/ customers

The core value that the Strongbow brand brings to customers is the attractive sweet taste of applescombined with gentle and seductive yeast The blend of Strongbow with a touch of ice brings theperfect coherence to any fun Not as sophisticated as other alcoholic drinks, Strongbow's fermentedapple juice is pure, harmonious and suitable for all parties, helping to have complete fun without

affecting the spirit and behaviour of users Used because the product has a fairly light alcohol content,ranging from 4.5% - 5%.

Strongbow brand with a luxurious and beautifully designed bottle and 4 impressive flavours,including original apple, honey, red strawberry and Elders flower Strongbow Cider targets potentialcustomers who are young people between the ages of 18 and 35, that is, students, office workers, etc.,who like novel flavours with light alcohol The product is in the high-end segment in Vietnam but isdistributed at a reasonable price, making it easy for Vietnamese people to access and discover thisseductive apple yeast.

The price of 1 can/bottle of Strongbow ranges from 15,500 - 22,000 VND, the average is 18,500 VNDdepending on the taste and the distribution system has a wide coverage such as supermarket chains,convenience stores, e-commerce sites and other stores retail store.

+ Using sales commissions and intermediaries, Strongbow successfully encourages distributorsto display products and actively sell for a commission.

+ Strongbow approaches and draws attention to potential customers by organizing mini-games,promotions, discounts, scratch cards or trial programs.

+ The business also cleverly collects customer information and reactions to this fermented applebeverage.

- Weaknesses:

+ Strongbow does not promote distribution in small and medium cities, towns or counties It isdifficult for consumers to find Strongbow in retail and small grocery stores because most ofStrongbow's products are mainly distributed in shopping malls, large supermarkets,restaurants, clubs, bars or stores Convenience stores in big cities Hanoi, Saigon and Ho ChiMinh City.

drinking beer on occasions to meeting friends to sipping Strongbow Cider.

3.1 Objectives – smart goals

- Repositioning the customer awareness+ Repositioning customer perception

+ Increasing consumer awareness is not just a fruit-flavoured fermented drink for Genz but canprogress to higher ages when they prefer to drink a fruit-flavoured fermented drink And getmaximum positive results

- Increase brand awareness

+ Stimulate customer demand, find new customers and spread the brand image to manycustomers who like to use this beverage Encourage Genz to interact with the brand more inthe media to strengthen Brand Consideration and increase conversion rate What isremarkable when Strongbow grows revenue by 20% and takes 2nd place in the top growthcompanies in the middle of the pandemic in Vietnam

- Imagery

+ An attractive TVC and advertising should be a top priority to attract potential customers Withthe 4.0 generation of features, boring content will not be able to attract customers andespecially Genz.

- Advertisement

+ The content, the content about the valuable uses of the product makes the buyer make aproduct decision Gen Z uses Social Media very intelligently and critically This forces us tobe honest in the promotion and not make the product experience leave a bad impression Thatis the key to breaking down barriers between brands and products with buyers.

- Story

+ It's not just a technology generation, it's a content generation Go viral is an effective methodof spreading the content and story of each product A social network is a place suitable forspreading information and creating unique and interesting things for customers.

- Buzz marketing

+ The impact of groups and marketing is pushed up and also makes people affected by positivebeliefs about the product, thereby affecting purchasing behaviour This is also a fairlyeffective communication method for the brand.

- Influencers

+ Partnering with influencers, KOLs make products more known on social networkingplatforms TikTok, encouraging cooperation with people with product-related work such asBlack Van and Ryhmastic, to promote easier.

Imagery Interactive tool Buzz InfluencersInternet advertising

Support MediaOnline newspapersE-commerce platformSocial platform

3.4 and 3.5: Selecting media within classes and Media use decision

Selecting media within classes Media use decision

- Website:

+ Run by algorithm on Google with thekeywords "Fruit beer, Strongbow, "+ Running Strongbow Official Website