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 ASSIGNMENT Topic: Developing a Media Plan for a real company in Vietnam

Full name: Hoàng Linh Chi

Class: MKT1615

Student ID: HS160535

Lecturer: Đoàn Thị Thanh Hương

Course: MKT304

Date: Summer 2022

Table of Contents

I Introduction

1.1 Company

1.2 Products/ services/ customers

II The situation analysis (MKT) – swot

III The Media strategy plan (min 1 month)

3.1 Objectives – smart goals

3.2 Media strategy

3.3 Selecting broad media classes

3.4 Selecting media within classes

3.5 Media use decision

IV 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 the first factory in Ho Chi Minh City in 1991, HEINEKEN Vietnam now has 6 factories with more than 3,000 employees across Vietnam

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

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

Regarding non-alcoholic beverage labels (competitive in other industries): Non-alcoholic beverages can be bottled beverages or canned liquids such as carbonated drink, mineral water, juice, syrup, water non-alcoholic beverages… all of which are widely available in the market In addition, it also includes tea, smoothie, juice, coffee, soda, smoothie, mojito Some non-alcoholic beverage brands can compete 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 apples combined with gentle and seductive yeast The blend of Strongbow with a touch of ice brings the perfect coherence to any fun Not as sophisticated as other alcoholic drinks, Strongbow's fermented apple 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 potential customers 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 is distributed at a reasonable price, making it easy for Vietnamese people to access and discover this seductive apple yeast

The price of 1 can/bottle of Strongbow ranges from 15,500 - 22,000 VND, the average is 18,500 VND depending 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

- Strengths:

+ By using a combination of Music Marketing communication strategies, Strongbow Cider has brought its products and brand closer to consumers

+ Determining the right target customer is the young generation, the Strongbow brand has built

an effective Marketing communication strategy model From there, bring product information

to the right audience and bring the product closer to consumers

+ Using sales commissions and intermediaries, Strongbow successfully encourages distributors

to 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 apple beverage

- Weaknesses:

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

- Opportunities:

+ If Strongbow Cider is familiar with Western countries, it is still quite new to Vietnam, so Strongbow has many opportunities to dominate and develop in this market

- Threats:

+ At the time of Strongbow's launch, consumers did not define Strongbow as beer or fermented juice As a result, Strongbow faces many other competitors in the alcohol industry + In addition, the brand also faces the challenge of changing, shifting consumers' habits from 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 can progress to higher ages when they prefer to drink a fruit-flavoured fermented drink And get maximum positive results

- Increase brand awareness

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

- Imagery

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

- Advertisement

+ The content, the content about the valuable uses of the product makes the buyer make a product decision Gen Z uses Social Media very intelligently and critically This forces us to

be honest in the promotion and not make the product experience leave a bad impression That

is 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 method

of spreading the content and story of each product A social network is a place suitable for spreading 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 positive beliefs about the product, thereby affecting purchasing behaviour This is also a fairly effective communication method for the brand

- Influencers

+ Partnering with influencers, KOLs make products more known on social networking platforms TikTok, encouraging cooperation with people with product-related work such as Black Van and Ryhmastic, to promote easier

Imagery Interactive tool Buzz Influencers Internet advertising

Support Media

Online newspapers

E-commerce platform

Social 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 the

keywords "Fruit beer, Strongbow, "

+ Running Strongbow Official Website

Advertisement

- Image ads interspersed with promotional information

- Website programs display relevant banners, hashtags, and slogans like #chill