Bài tập nhóm - Nghiên cứu thiết kế & chiến lược kênh phân phối của Heineken 507 / 5,000 A. Giới thiệu B. Phân tích kênh tiếp thị • Quản lý dòng chảy trên phân phối chanel D. Thiết kế cấu trúc kênh và Chiến lược cho Heineken B. Phân tích kênh tiếp thị • Tiêu chí phân khúc người dùng cuối: Dịch vụ đầu ra B. Phân tích kênh tiếp thị • Định vị thương hiệu • Tỷ lệ chiết khấu áp dụng cho người bán • Tỷ lệ hoa hồng áp dụng cho người bán B. Phân tích kênh tiếp thị • Mẫu hiệu quả • Dịch vụ được yêu cầu • Phân tích khoảng cách dịch vụ B. Phân tích kênh tiếp thị • Thực hiện hoặc mua C. Vấn đề và giải pháp
INTRODUCTION
Company Introduction
The history of Heineken beer began on December 16, 1863, when Gerard Adrian Heineken bought the De Hooiberg brewery in Amsterdam, the Netherlands.In 1869, he traveled around Europe in search of the best ingredients to make beer and realized the importance of “brewing yeast below” instead of the traditional “brewing yeast above”.In
1873, the Heineken brand was officially born.
At first, the factory only produced beer for the domestic market.In the early twentieth century (1912), Heineken sought to bring beer beyond borders, exporting to Belgium, Great Britain, West Africa, India and the surrounding areas.In 1933, Heineken became the first foreign beer imported into the US after the ban on alcohol production was lifted and quickly built a premium beer image in this market.Continuing that success, Heineken aggressively entered the Asian market in 1936.
1942, Alfred Henry HeinekenGrandson Heineken’s grandson joined the company,
“excavating” the potential of the advertising field, expanding the beer brand Heineken After more than a century of birth with great successes achieved Yes, Heineken has affirmed its leading position as a famous beer worldwide, present in 170 countries around the world with 120 factories in more than 60 countries, beer production volume up to 109 million hectoliters annual.According to Interbrand/Business Week’s annual ranking and evaluation of the 100 strongest brands in the world, the Heineken brand is worth $2.4 billion, classified as “Beer Category Launch of the year” by ADSA, and won 3 awards.in
PR, packaging and radio promotion of Grocer magazine’s annual awards for advertising and marketing.
In 1992, the world-famous Heineken beer was imported directly from the Netherlands into Vietnam The innovation policy has opened many investment opportunities and helped the world’s leading brands reach consumers more widely In that trend, in 1991, Heineken beer was first produced in Vietnam by Vietnam Brewery Limited (VBL ) in the form of a joint venture with a Vietnamese beer company Heineken a joint venture partner with Saigon Trade Corporation (SATRA), with proud imprints and achievements Starting from its first factory in Ho Chi Minh City in 1991, Heineken Vietnam now operates 6 factories with 3,500 employees across Vietnam Up to now, Heineken has successfully built a high-class beer image in the minds of Vietnamese people and has a strong foothold in the Vietnamese beer market.
The year 2021 marks 30 years of establishment and development of HEINEKENVietnam “People are at the heart of our development journey in Vietnam” HeinekenVietnam has created 183,000 jobs throughout the value chain, contributing 0.9% to the national GDP.
“As a company that is constantly innovating, we combine international experience with know-how and deep understanding of the Vietnamese market to bring to Vietnamese consumers a diverse and relevant product portfolio with different needs, interests and enjoyment times”
In Vietnam, Heineken manufactures and distributes the brands Heineken®, Tiger, Larue, Bivina, Bia Viet and Strongbow; including products created by Vietnamese brewers themselves, exclusively for beer lovers across Vietnam such as Bia Viet – the newest brand in Heineken’s product portfolio.
Sustainable and responsible business is the guideline for all activities of Heineken Vietnam This is reflected in the commitment “For a better Vietnam” from the very beginning of its establishment Heineken Vietnam has been honored by the Vietnam Chamber of Commerce and Industry (VCCI) in the TOP 3 Most Sustainable Manufacturing Enterprises in Vietnam for 5 consecutive years (2016 - 2020) Heineken currently use 56% renewable energy in our factories; and reuse or recycle up to 99% of waste and by-products Heineken are also a pioneer in responsible drinking communication and solving the problem of driving after drinking in Vietnam
In 2020, Heineken Vietnam launched Heineken® 0.0 to accompany the government’s efforts in these activities. a Vision & value in Vietnam
Heineken Vietnam’s vision is to become the leading, proud & responsible brewer in Vietnam, guided by core values: Respect for People & Planet, Enjoy Life, Quality, Desire for success.
Target by 2025: Despite the serious impact of COVID-19 in 2020, HEINEKEN Vietnam believes that climate change remains the greatest threat facing Vietnam in the foreseeable future Responding to climate change requires a clear and long-term roadmap that is demanding yet realistic Accordingly, HEINEKEN Vietnam has set out ambitious
2025 targets from an environmental perspective:
100% Renewable Energy: Using 100% renewable thermal and electrical energy at all six HEINEKEN breweries across Vietnam (currently five out of six source all thermal energy from renewable sources).
100% Water Balanced: HEINEKEN Vietnam will replenish every single drop of water that goes into its products with water for the environment.
ZERO Waste to Landfill: HEINEKEN Vietnam aims to reuse or recycle 100% of its waste or by-products (currently at 99% already), sending zero waste to landfill. b Key Milestones in Vietnam
Figure 1: Key Milestones in Vietnam (from 1991 to 2017)
S1: With a long history and strong development in more than 170 countries, there are
70 countries Reliable and high-quality products all over the world.
S2: Modern production process, high quality.
S3: The firm has strong financial potential and a nationwide distribution system.
S4: Focusing on PR and marketing, delivering unique and eye-catching ads to customers.
S5: Vietnamese people are strongly impressed by the design of the green glass bottle with the luxurious traditional red flag logo with yellow star.
W1: The scale of the factory system is not synchronized, many branches lead to many difficulties in management, requiring leaders to have a long-term vision and determination to lead the company.
W2: Product prices are high compared to people’s incomes.
W3: Using images and billboards of foreigners should not create familiarity and closeness withVietnamese consumers.
Opportunities (O) SO Strategies WO Strategies
O1: Currently, the beer market is growing strongly, people tend to drink foreign beer and premium beer.
O2: There are more and more potential customers thanks to the growing young population structure.
O3: The growing economy leads to an increasing demand for people’s living standards.
O6: Focus only on the high-end market.
S (1,2,3) – O (2,4) Focus on promoting PR work In addition to advertising, organizing many activities and events to help products reach more consumers, retail supermarket chains strengthen product management and personnel to create favorable conditions, helping people easy purchase.
S (4,5) – O (1,3) Unique advertising familiar to Vietnamese people.
Luxury glass bottles with traditional logo help drinkers feel excited and impressed, when drinking together will make beer bottles more valuable in parties or meetings with more quality.
W (2,4) – O (1) Pay attention to the image of Vietnam instead of spending too much on foreign advertising With luxurious design along with the rustic of Vietnam will raise the image value higher, attracting others a lot In addition, it is necessary to synchronize the retail chain, the best way for agents to make it easier for people to access.
Threats (T) ST Strategies WT Strategies
T1: Regulations and policies to limit alcohol.
T2: Many competitors on product price.
T3: Raw materials for production are almost imported from abroad.
The production cost is relatively high.
T4: Heineken is spending too much budget on marketing and advertising activities.
T5: The young population is growing fast but the prices don’t suit them.
T6: Beer is a product that is not recommended to
S (3,4) – T (1,3,4) Reach more consumers by promoting close images such as putting glass bottles in parallel with cans, familiar slogans and always having marketing staff in places that are easily accessible to customers.
Although the current price of Heineken is still increasing year by year, Heineken always has a way to affirm its brand, always be at the forefront of innovation trends and capture consumer taste, always listen to customers’ opinions and organize activities at the supermarket
W (1,3) – T (1,4) With the growing young population, the high price of Heineken will lead to the risk of losing opportunities to penetrate the young Vietnamese market It is necessary to optimize the product, not only paying attention to the high-end market but also the mid- market, larger population, hitting the young market by running more on the media, organizing events outdoor events with many promotions on prices or products. drink too much to listen to customers’ opinions Create your own flavor Let customers feel the unique things that are only available at Heineken, create special promotions for customers.
MARKETING CHANNEL ANALYSIS
Flow management on the distribution channel
Currently, it can be seen that Heineken's product line distribution channel is from the factory, after completing the product (including brewing, product handling and packaging), the goods from the factory will be shipped transported to Heineken warehouses for storage.
From Heineken's own warehouses, the company has its own network of multi- modal transportation This includes both the company's own mode of transportation (including trucks, ) as well as external transportation (via rail, sea and some river lanes, ) to distribute to distributors (who are Heineken's main customers including retailers, bars, restaurants, business clubs, ).
After the goods arrive at Heineken customers, they will be distributed to unofficial retailers or consumer.
Figure 9: Product line distribution channel
Heineken Transportation company Wholesalers Retailer Customers
Channel members negotiate with each other to divide the distribution work, clearly define the responsibilities and interests of each member in the distribution process. Although in the form of organization of the association channel, the level of negotiation between members is difficult or easy to reach agreement The negotiating line is a two- way flow The two parties can agree with each other.
Negotiation line mainly between distributors The direct line of negotiations with Heineken is only available to wholesalers or retailers that Heineken officially distributes (no other intermediaries).
Describe the transfer of product ownership from one channel member to another. Each purchase and sale is a time when ownership of the goods is transferred from the seller to the buyer Thus, in a distribution channel there can be many times of transferring ownership of goods.
Under certain circumstances, Heineken's product line of ownership may vary, especially between Heineken and its distributors Accordingly, Heineken marketers can order products still owned by the company at official retailers Where this retailer is able to sell the product, this ownership passes from Heineken to the buyers themselves (which can be other retailers or customers) and the wholesaler's role in this case is only the place where the product is sold intermediaries of ownership without any ownership rights to the product.
Describe the process of exchanging information between channel members during the distribution process The process of exchanging information takes place between two adjacent or non-adjacent members or is organized into a system that runs through the entire channel It is a two-way flow from the producer of commercial intermediaries to the final consumer and vice versa The information exchanged in the channel can be the market situation, volume, product quality and price, time, location and payment method.
Describes the process of exchanging information between channel members during the distribution process The process of exchanging information takes place between two
Heineken Wholesalers Retailer Customers adjacent or non-adjacent members or is organized into a system that runs through the entire channel It is a two-way flow from the producer of commercial intermediaries to the final consumer and vice versa The information exchanged in the channel can be the market situation, volume, product quality and price, time, location and payment method.
Heineken manages its information flows very well Information on product prices, sales support programs, market changes, etc are notified to distributors via email, fax or written notice.
Information about products, companies and other information is updated in detail on the homepage of Heineken's website, especially the Annual Activity Report so that customers can effectively grasp it In addition, Heineken collects market and product information through retailer reports and consumer surveys.
Describe the coordination and support of promotion activities among channel members In some cases, commercial intermediaries share promotion costs in their market area with the producer.
In recent years, Heineken has used a large budget for trade promotion activities In particular, there is an agreement between Heineken and retailers to place Heineken distribution signs at retailers Or the fact that retailers on behalf of Heineken carry out promotions and give gifts when buying together for customers.
In addition, Heineken's distribution policies for retailers are different than for customers.
Purchase: Sales staff and company accountant, based on the bank payment authorization document, issue invoices to customers Money flows back from the final buyer to the producer, and the payment documents go from the first seller through intermediaries to the final buyer.
Payment for sales support programs: All done through the bank account system.
Heineken Transportation company Wholesalers Retailer Customers
Heineken Advertising agency Wholesalers Retailer Customers
End-user segmentation criteria: Service outputs
An existing framework that codifies and generalizes how end users want to buy a particular product, as the basis for defining a funnel structure.Using this theory for market segmentation helps Heineken for channel design purposes As a result, enduser search, waiting time, storage or other costs will be reduced by adopting this framework.End users prefer a marketing channel that provides more service output.The more service output Heineken provides, the more end users it will attract.Here is some service output that Heineken used:
Bulk Breaking : Bulk breaking allows end users to purchase as many products as they desire With a dense network of retailers, end users can now buy Heneken beer in the quantity they want If there is a need to buy in large quantities, end users can completely contact the Heneken distributor to receive a preferential price.
Spatial Convenience : When end-users' travel and search costs are reduced, their satisfaction levels increase It is because of the diversity of distribution channels of Heneken that makes it easier for customers to buy goods Finding information about Heneken has also become easier, as all information about this item can be easily found on the company's website and online sales channels of retailers Especially in the picture of Covid - 19, it is impossible not to mention the convenience when Heneken has its own sales on e-commerce sites with home delivery service Thanks to that convenience, the level of end-user satisfaction for the Heneken brand will be higher.
Waiting time : Waiting time is the time that an end user has to wait from placing an order until receiving a product or service The longer the waiting time, the more inconvenient it is for the end user To be able to buy Heneken beer at a retail store, the end user only has to wait about 1-2 minutes For end-users who want to buy beer in bulk, end-users don't have to wait long, it can take as long as 30 minutes for the product to be shipped from Heneken's factory to the end-user.
Product variety and assortment : When a brand has a wide range of products, it will appeal to many groups of customers.And the classification of product lines is equally important Product classification to clearly identify the target audience that the brand targets for different types of products.The downside, when combining diversity and product categories will help the brand match the target customer group at the right time. Understanding that, Heneken has launched many beer lines, diverse in taste and packaging (such as Heineken Pilsener, Heineken Premium Light, Heineken Silver, Heineken 0.0, Each beer line, will be suitable for different endusers.For example, the Heineken Silver beer is light, mellow, easy to drink, with an alcohol content of 4%;
Heineken Premium Light is produced for the US market with an alcohol content of 3.3%; Heineken 0.0 is a nonalcoholic beer brewed from natural ingredients, etc.
Customer Service : Customer service deals with all aspects of easing the purchasing process for the end user Heineken has developed customer care segments, especially via messaging, as well as specialized stores for customer care Not only that, when buying products anywhere, customers will be enthusiastically consulted and the product will be delivered to the place if the user requests it.
Information sharing : The product information provided by the brand helps the end user to better understand the product Heneken has provided detailed information about production processes and product information at its own website In addition, employees at Heneken or retail stores will also be trained annually by Heineken to understand product information and advise customers on the right product line for them.
Popular group Intermediate group Senior group Character
Financial worries, traditionally, value family.
Confident, optimistic, ambitious Confident, optimistic, has personality, likes to express himself, class.
Low-middle and unstable income (less than VND 2 million).
Average-stable income (2 to 5 million VND).
High-income-stable, successful people, personality (over 5 million).
The need to drink beer
Find comfort, joy from friends, to forget sadness, or addiction.
Find comfort, fun from friends, to show personality.
Prove status, business relationships, enjoy life.
Table 5: Business-to-business channel segments for a watch product
After segmenting the market and identifying the unique needs of the end users,Heineken selected retailers with good customer service, convenient for end-user travel and mainly, and where the majority of customers low to middle income earners easily import to distribute their products In addition, Heineken also chooses reputable and reliable e-commerce sites (with door-to-door service) to register to sell products Those are the things that prioritize the lowest price, solve the problem of after-sales feedback,test the product and test it.
Brand Positioning
• Segmenting the market by geographic location
Business operations depend quite a lot on the natural conditions and geographical location, lifestyle, living, and an average income of households in different regions.
This criterion is used for the purpose of dividing the overall market by region, province or city, population density, climate, etc This is a criterion that can be used to shred the overall beer consumption market.
In large towns, people have a habit of using beer more in rural and suburban areas. The population density in cities is also more than in rural areas This is a point worth considering in the process of selecting the target market.
Moreover, due to the characteristics of our country divided into three clear regions in terms of geographical and climatic areas: North, Central, and South, it is also possible to base on those characteristics to segment the market North Vietnam has four spring, low, autumn, and winter seasons in which winter temperatures are low, so it is possible that the level of beer consumption currently is not high South Vietnam’s dry and hot climate all year round will be a good opportunity to develop Heineken beer in this market.
• Segmentation of the market by demographic
Age, gender, occupation, income, etc There are many small segments of the market formed from the above segmentation criteria For example, Segment of the consumer market between the ages of 18 and 30 years old, the market segment from 30 to 45 years old, the market segment from 45 to 55 years old, the female consumer market segment, male consumers, the segment of the customer market with low, high, middle income or can combine many different criteria in the division of a segment of the market.
Popular group Intermediate group Senior group Character
Financial worries, traditionally, value family.
Confident, optimistic, has personality, likes to express himself, class.
Low-middle and unstable income (less than VND 2 million).
Average-stable income (2 to 5 million VND).
High-income-stable, successful people, personality (over 5 million).
The need to drink beer
Find comfort, joy from friends, to forget sadness, or addiction.
Find comfort, fun from friends, to show personality.
Prove status, business relationships, enjoy life.
Table 6: Differences between customer groups in each segment
The production business also depends on other factors such as the distribution of social class, as well as the lifestyle and consumer consumption of customers.
The main reason is the benefit gained from the purchase of the product and the purpose of purchasing the product For example, consumers can buy beer to give to relatives, colleagues, show their class, or also buy for refreshments.
Based on all the criteria for segmenting the market above, it is possible to identify some target market segments on to focus all business efforts on it After assessing the attractiveness of the market segments in the competitive context of the beer business in Vietnam today, it is possible to choose the segment of the market customers are men, aged from 25 to 55 years old, living and working in big cities and towns, have high incomes and have a modern lifestyle as their target market.
If participating in this segment of the market, the company may face a lot of difficulties because the intensity of competition in this segment of the market is very fierce but in return, this segment of the market has a high growth scale and is very feasible.
Along with the continuous development of society, people’s living standards are increasing, along with a change in the consumption habits of Vietnamese people In the coming time, it is possible that the number of beer consumers in the Vietnamese market will increase sharply due to the increase in the average income of the people.
In addition, there will be completely new demands of customers about this type of product such as Currently, the number of female customers drinking beer is not much but certainly in the future this market segment will increase sharply in size.
Consumers, despite being in a diverse market segment in terms of both products and services, still want to find a new and different feeling Therefore, Heineken wants to look for new markets, less competition and still bring high sales.
Investing quite a lot in marketing and sales because it is a new market, so want to receive the active use of customers (products and services), can choose the high-end market (many potential customers) because entrepreneurs are willing to pay a higher price to get products and services that show their class.
As stated above, Heineken’s target customers are those with higher-than-average earnings (ABC income), who are often concentrated in urban and high-end urban areas(initial goals), always trying to change the service and products as best they want In addition, at the present time, it is possible to identify the main target is male customers,some female customers, aged 25 to 55 years old.
3 Heineken positioning in the market
Heineken is now available all over the world, made using a traditional Dutch recipe since 1873 The beer was born with a rich, unforgettable taste and always far outpaced its competitors in blind tests of taste between beers There are many customers around the world who confirm that they will continue to choose Heineken beer for consumption soon.
The reason is that the product itself has outstanding characteristics that not all beers have Outstanding quality, unforgettable rich taste, attractive fancy packaging, and the ability to express the personality of users are the basic differences of Heineken compared to other products.
The taste and quality of Heineken beer never change no matter where in the world you enjoy it Heineken beer is made with the purest ingredients:
- ABV concentration 5%, using pure water.
- Barley is carefully selected (harvested in the summer, the time when barley is strongest, tastiest, and has the best nutritional content).
- Brewed by Houblon flowers (planted in a natural style, without chemical fertilizers).
- The unique A-yeast (discovered by Dr Elion, a student of the scientist Louis Pasteur), gives Heineken beer a unique flavor that is now stored in Switzerland and supplied to 110 brewing establishments monthly).
- The CO2 used in beer brewing is always pure to ensure that the beer always has the purest taste.
Discount rate apply to seller
Retail stores, grocery stores and supermarkets are Heineken's main distribution channels as these are usually the customers who buy Heineken products in large quantities and have a wide customer base To maintain a good relationship and create the trust of this group of customers, Heineken will have the following discounts:
Consumption (box/month) Discount rate/total value of the segment
Heineken always has a strategy of commercial discount or seasonal discount to support distribution channels For distribution agents, Heineken discount is about 2,000 VND/box when they buy Heineken’s products in low quantity We can see the discount rate which is extremely suitable for every consumption Moreover, it also helps agents got more motivation to push company up to the best development
However, at times of the year when beer consumption is poor such as February to April every year, the discount rate is also adjusted to match the market and maintain the distribution channel The promotional strategy is also a strategy used at certain times of the year, especially in special occasions such as the New Year and the Lunar New Year. When consumers tend to consume a lot of alcohol and beer and agents import goods in large quantities.
In addition to the discount rates, Heineken also has promotional gifts for agents on special occasions The products that dealers receive are usually Heineken glasses, mugs,umbrellas, or bottle openers.
Commission rate apply to seller
The application of commission levels has helped Heineken create a competitive advantage over competitors by creating a good relationship and fairness between distribution channels This approach enables efficient dealers who sell more Heineken goods and services to receive higher commissions, creating an incentive to push them to work harder, and this will contribute to their success Heineken's share of profits.
Depending on the agent level, Heineken usually supports agents from 2,000,000VND to 20,000,000 VND/month Including discount and agent support, the discount price for distribution channels is about 10% However, large distribution channels, high consumption always enjoy much more preferential discount strategies, usually at 12% In addition, there are special incentives for agents (buying a certain amount, will be rewarded with money or goods).
Channel Functions
Proportional function performance of channel member total
Final 1 2 3 4 l (high, medium, low) weight (End user)
The efficiency will be divided into two main parts is Importance weights for function and proportional function performance of channel member These two main parts will be divided into sub-sections And with the figures given we can see that Physical Possession, promotion, financing and odering is higher than the rest because it is directly related to the manufacturer of the company's product And the remaining factors are not important and do not directly affect the product company, so the index is not high. With the data shown in the table like that, we can see how the physical possession has a relative importance and directly affects the Heineken company.
Delive ry/wai ting time
Major channe l for this segmen t
Original equipme nt: M SS