xây dựng kế hoạch marketing sản phẩm bia hơi hải phòng eng

XÂY DỰNG KẾ HOẠCH MARKETING SẢN PHẨM BIA HƠI HẢI PHÒNG "CREATE A MARKETING PLAN FOR HAIPHONG BEER" INTRODUCTION Marketing Management is extremely important task of every business, to implement three profit targets with the most effective, position and safety In the market economy, intense competition, an enterprise wants to survive and grow, must conduct mobilize all resources to know all the elements of synthesis in order to achieve pre-determined goals Through marketing, businesses can promote all the forces in the direction of attractive opportunities in the market and thus helping enterprises improve business performance, enhance their competitiveness in the process of free and open Liberalisation of the economy Role of Marketing in general was not new anymore but perform operations such as how to most effectively harness connections to the attention of the business administration The more product businesses want to consume, the more marketing must be expandable Therefore, the market mechanism businesses must find ways to maintain traditional markets and expand new markets promote product marketing Marketing management is becoming increasingly important to businesses, the market mechanism is the mechanism of competition is eliminated, who understand the market and seize the opportunities that will take victory in Business Such as, marketing is very important and significant decisions to all activities of the business, especially in this period and in the future The beer market are large wind waves Finding effective solutions to stand firm and always a matter of developing the Company's best interests and to solve problems The application of knowledge’s marketing management in the operation of a business, our team selected topics: "Create a Marketing Plan for Hai Phong Beer" 1 Produce name Hai Phong beer Market and target customers - Target customers of Hai Phong Beer are an individual, household - Hai Phong Beer is a product intended from ages 18 year old and older - Specific objects • Having a beer interests • There are middle income, relatively • Focus on Hai Phong cities Market Analysis Vietnam beer market ranked third in Asia for consumption with billions of liters, plus 15% growth / year According to the survey of Kantar Worldpanel Vietnam in major cities (Hanoi, Hai Phong, Ho Chi Minh, Da Nang), from early 2013 to now, about 120 million liters of beer (equivalent to 2,900 billion) is consumption in households It is expected to end this year, the beer is consumed in cities will reach 300 million liters worth 7,250 billion Particularly Hai Phong City is 60 million liters of which 18 million liters of beer Survey results also showed that 80% of households in the city drink beer with some $ 1.6 million / year, and each person drinks an average of times / week, each taking -1.5 liters of beer Beer consumption rose sharply due to changing consumer tastes In rural areas, the use beer instead of wine in the holidays, and even during the day often became more popular According to the Association of Beer-Alcohol-Beverage Vietnam, despite economic difficulties, the beer industry is growing well Only beer brands produced in the country, in 2013, more than 2.7 billion liters of beer are consumed Strong growth of the beer market has led many foreign manufacturers surprising During the company visit Vietnam Brewery Limited (VBL) in May last, Mr Michel de Carvalho, brand owner Heineken, expressed surprised at the speed label beer consumption in Vietnam! With an average growth rate of 20% in the special consumption tax on beer products decreased from 75% (2009) to 45% (in 2010) and decreased further to 30% in 2012 Beer market promises to suffocate competition Despite facing challenges and pressure from customers large target, but the product is still Haiphong Steam Beer is the most successful The greatest success to highlight the products received as one of the unique features of Hai Phong Product discription Features: The product of fermentation by yeast and sugar solution Beer should be stored and about in nature, not through the filter Status: Liquid, non-transparent, no foreign matters Colour: Straw yellow characteristic of beer Foaming: When poured it into a cup, smooth beer with white foam, the foam dissolves stains still stick in the cup Smell: sweet aroma characteristic of beer made from malt and floral houblon, no flavor Taste: bitter sweet, pleasant harmony characteristic of the beer is made from malt and floral houblon, no strange tastes Package: Draught Hai Phong is contained in the keg, specialized equipment to ensure food safety Ingredients: Malt, houblon, rice, sugar glass, yeast, water Manual and preservation: Best Use 10 º C - 12 º C Product storage at º C - º C Expiry date: 24 hours after delivery, using the best beer of the day Price: price for liter 9.000 – 11.000 VND/l Estimated revenue, profits Hai Phong Beer Product demand forecast: In country Unit: % Year Criteria Total market demand Dominate market share 2014 2015 2016 100 100 100 Hai Phong City Unit: % Year Criteria Total market demand Dominate market share 2014 2015 2016 100 75 100 82 100 90 Estimated revenue, profits Hai Phong Beer Estimated revenue and expenses: Unit: VND Year Criteria Revenue Expense Profit 2014 2015 2016 180.000.000.000 108.000.000.000 72.000.000.000 231.000.000.000 145.000.000.000 86.000.000.000 288.000.000.000 180.000.000.000 108.000.000.000 Breakeven point Break – event Point = F/ ( P - V) = ……… Breakeven point is the point at which total revenues equal total costs In other words, the break-in, start businesses profit F: is the total fixed cost V: is the variable cost per unit of product P: is the price of one unit of product Q: What is the number of products sold Then: Revenue = P * Q Total cost = F + (V * Q) Profit = Revenue - Total Cost At the breakeven point, profit is Determine the breakeven point for: - Establish a reasonable price - Achieve goals in the most efficient combination of fixed costs and variable costs - To identify and attract financial allocation of the different strategies in the enterprise - Used in analyzing the effectiveness of business projects Table: Determine the breakeven point of Hai Phong Steam Beer Target Total fixed costs Variable costs Price / liter The number of liters consumed Revenue Expense Profit Breakeven Point The specific plan Year 2014 72.000.000.000 2.000 10.000 Year 2015 75.000.000.000 2.500 10.000 Year 2016 79.000.000.000 2.900 11.000 18.000.000 21.000.000.000 24.000.000.000 180.000.000.000 108.000.000.000 72.000.000.000 9.000.000 231.000.000.000 145.000.000.000 86.000.000.000 9.500.000 288.000.000.000 180.000.000.000 108.000.000.000 10.000.000 5.1 Product Slogan: Hai Phong Beer Mellow Smooth Ensuring product quality: Quality Policy of products are always satisfying and responsible for the customer by ensuring quality, safety and hygiene evaluation with competitive pricing, business ethics, respect and obey the law Before launching the product into the market, always test the product away, from the standard test to quality nutritional ingredients - Always ensure strict control of the production process Development of fuel supply to ensure stable supply, high quality with competitive price and reliable The product meets the consumer: In many Beer brand on the market today, Hai Phong Steam Beer has always been to make his mark, representing poetry is overwhelming consumer credit Haiphong To maintain and promote product improvement, innovation continuously: Continued investment in research and development (R & D) to give consumers a variety of better products Who in perform group? Make research plan and product development including personnel in Production Planning department in the company Staff research products … Other resources Company needs to hire market consultants for products on the market, and the consumer Other, can hire the professional market research company to results in closest with reality Expenses for research and develop products Table: Estimated resources and costs for R & D Unit: VND Year Criteria Human expense Facilities Expense Other resourse (if have) Total 2014 5.000.000.000 4.000.000.000 500.000.000 9.500.000.000 2015 6.000.000.000 4.500.000.000 700.000.000 11.200.000.000 2016 7.000.000.000 5.000.000.000 1.000.000.000 13.000.000.000 Development of the market is important to ensure that businesses can achieve the goal of overall business strategy is profitable, powerful and safe The market development often comes from the identification of targets for the enterprise market In order to improve sales and expand product markets Hai Phong Beer 5.2 Price Building a consistent pricing strategy: - Pricing strategy must be consistent with the strategic objectives of the company this is the immutable requirements of the valuation Customer Analysis competitors, the economic situation must be taken seriously and objectively - Quantity discounts: Orders can reduce the cost of production and transportation of goods - Trade discounts - Payment discounts - The commission: that the discount to reimburse promotional services that the dealer has done - More expensive policies to better quality: Haiphong Products Steam Beer is more expensive than other carriers may 1000 to 2000 VND The quality of the full outstanding Who made product pricing Hai Phong Steam Beer Products are priced by the Accounting Department and responsible production techniques This Department is responsible for collecting data for costs and production costs, market prices, profits and strategies of the Company to proceed with product pricing Other resources The pricing of products has a help from the marketing manager, production rooms, research labs and development, production planning department Consultants hired from outside Expenses for the product pricing Table: Estimated resource expense and product pricing Unit: VND Year Criteria Human expense Facilities Expense Other resourse (if have) Total 2014 2.000.000.000 1.000.000.000 500.000.000 3.500.000.000 2015 2.500.000.000 1.000.000.000 500.000.000 000.000.000 2016 2.700.000.000 1.3000.000.00 500.000.000 000.000.000 5.3 Promotion Advertising The invitation of the advertising message The impact of advertising Flyers, banners, apphic, television, newspapers mass, websites, TV Cycle ad: How long to bring advertising program success Time to repeat advertising client's memory Ads via any means faster performance Promotion For consumers: consumer promotion encouraging them more to buy larger quantities and opened up new customers For intermediate distribution: increased discounting encourages the distribution of forces intensify over distribution, promoting sales activities, consolidate and expand distribution channels, market performance reserves, distributed regularly and continuously in order to expand the market The public events program … Who perform the advertising, promotion Department Marketing and Communications department will be responsible for promotions and advertising products Steam Beer Haiphong specific batch Other resourse Staff from other departments involved advertising, event Department consumption must always provide accurate information for the volume and the fastest consumption of the product The consulting company advertising design … Expensse for product promotion Table: Estimated resources and operating costs for promotional advertising Unit: VND Year Criteria Human expense Facilities Expense Other resourse (if have) Total 5.4 Place 2014 2015 2016 18.000.000.000 10.000.000.000 1.500.000.000 29.500.000.000 21.000.000.000 12.000.000.000 2.000.000.000 35.000.000.000 25.000.000.000 13.000.000.000 3.000.000.000 41.000.000.000 Distribution channel structure Distribution structure of Hai Phong Beer Company was formed by a number of retail and wholesale consumers of the company This structure has been built by the company for many years Characteristics of the distribution system of Hai Phong Beer Company is involved in the channel and look forward to acknowledge interdependence Because they determine their longterm benefits can be achieved is the best distribution system efficiency Distribution structure of Hai Phong Beer Company is organized under affiliate Marketing System Vertical (VMS) To participate in an affiliate system, each channel member must be willing to accept the role, his duties Hai Phong Beer Company is the leader, the control channel Therefore, the responsibility of leadership, the control channel is not effective success that it was decided to channel the whole process of production and business activities of the company The mutual dependence between the pressure member is a link in the vertical channel, it also is the cause for potential conflicts So, in their capacity as leaders, companies must control channels often resolve conflict in the channel Members of the channel:  The producers (suppliers) is the leader, the control channel of Hai Phong Beer Company  These retailers are persons in direct contact with the final consumers They show for the ultimate success of consumption They are collecting information from the most effective final consumers  The final consumption: is the consumer products company in the last stage They are the ones that all members of the same channel as the directions to restaurants, businesses, and consumers in foreign countries Some solutions for channel design Currently, Hai Phong Beer Company has developed its dealer network in all the coastal districts and the city center With a dealer network of wholesalers and companies need to take steps to distribution intermediaries to match 10 First is for design process, channel, companies need to implement the steps that the company has implemented more stringent, especially stage still needs identification spontaneous nature if the market research only preliminary in nature through a process and not a market research fully and science In addition, companies should pay attention to the density and spacing of their agents If the distance between the appropriate agency will help the company fill market gaps and avoid unnecessary conflicts between agents with different Solutions of organizations distribute beer in Hai Phong With these measures the current distribution, we can say the company is trying to create advantages for customers to purchase the company Simultaneously with the public distribution table given the company's products for each month, for each customer, the specific number, date and time of receipt of goods this is the best scientific work and responsibility high However, the distribution schedule for each type of beer is not a thing that companies needs to have a uniform distribution or when customers needs to to purchase only once they are able to take all the beers that they have signed a contract with the company Private beer company made deliveries to take place consumption is perfectly reasonable At the same time, companies should implement policies to share transportation costs for remote agents, about how close the agent will bear the cost of transport to ensure harmonious unity between agents in different regions Who perform Department perform the tasks of product distribution Hai Phong Beer is Sales room, room consumption Department strategic plan outlines the distribution of products to consumers through various ways using different distribution There are special vehicles used to transport distribution Other resourse Companies hiring in outside locations such as transport Department is responsible for supporting Planning Department completed its mission is the development of Research and market Expense for product distribution 11 Estimated cost of resources and distribution activities Unit: VND Year Criteria Human expense Facilities Expense Other resourse (if have) Total 2014 10.000.000.000 19.500.000.000 4.500.000.000 34.000.000.000 2015 11.000.000.000 21.000.000.000 100.000.000 37.100.000.000 2016 12 000.000.000 22 000.000.000 5.200.000.000 39 200.000.000 12 Action Plan Specific tasks needs to to implement marketing projects as follows:: Criteria for Task Personel Surveys and product + Staff Performance in deployment Hai Phong Company + Department production plan Beer Advertising promotion and marketing of products Identify human resources made Other resourse + Hiring outside + Survey Company + Staff Performance Company + Communications + Marketing Department + Hiring outside +Advertising + The primary responsibility + The support + Human Resources company Department Budget Fund Development Fund Development Fund for Human Development + Consulting Fund product promotions + Sales Department + Accounting Department + Marketing Department Company Development Distribution Hai + Department production plan, + Transport Phong Beer Sales + Consumption Department Company Proposed policy Progress Start: 01/02/2013 Finish: 01/03/2013 Start: 01/03/2013 Finish: 01/10/2013 Start: 01/03/2013 Finish: 01/5/2013 Start: 01/03/2013 Finish: 01/10/2013 Start: 01/3/2013 Finish: 01/11/2013 evaluating the complete - Market research, methods of production - Advertising products through the media - Human resources fit the job criteria - Stimulating demand and supply of products - Deliver products to consumers 14 CONCLUSION Without a good marketing plan, whether you have great business ideas how to succeed, then it is difficult, even a heavy defeat A good marketing plan is not what determines success in making the original business idea become a reality, but also helps to maintain focus after success The business environment is increasingly fierce requires businesses needs to have professional marketing activities and all the more By planning for Hai Phong beer products, after learning about the company, with the same methods to study the actual survey research including primary and secondary information at the company level Group we have made recommendations to further improve the system of corporate product marketing Helping clients see the value of the product, service perfect quality, reasonable price, to meet the increasing demands of customers Building and growing brand development However, during the study can not avoid these shortcomings, it would be the only protection, construction of additional teachers at your company 15 CONFERENCE Ngo Minh way, Dao Thi Minh Thanh (2007), Marketing Management, Finance Publishing House, Hanoi Quach Thi Buu Chau (2007), Basic Marketing, Statistics Publishing House, Hanoi Truong Dinh Chien and Nguyen Van Thuong (1996), Channel Marketing Manager, Statistical Publishing House, Hanoi Vu The Dung, Truong Ton Hien Duc (2002), Marketing Management Theory & situations, Science & Technology Publishing House, Hanoi Tran Minh Dao (2002), Basic Marketing, Education Publishing House, Hanoi Nguyen Thanh Do, Nguyen Ngoc Huyen (1999), Business Strategy and Business Development, Publishing House of Social Workers Tran Xuan Kien (1998), The key to improving the capacity and power consumption of competitive enterprises in Vietnam, Statistical Publishing House, Hanoi Philip Kotler (2007), Basic Marketing (translation document), Publishing House of Social Workers Philip Kotler (1994), Principles of Marketing, Publishing HCMC 10 Philip Kotler (1992), Marketing Management, Statistical Publishing House, Hanoi 11 Nguyen Van Thoan (1998), markting Theory, Statistical Publishing House, Hanoi 12 Documentation of Hanoi Beer Company - Hai Phong period 2012-2013 13 Lecture and slide on a class of TS Pham Ngoc The 16 TABLE OF CONTENT Introduction………………… 1 Hai Phong Beer Products 2 Market and customer objectives Description 4 Estimated revenue, profit 5 Specific Plan 5.1 Product 5.2 Price 5.3 Promotion …………………9 5.4 Place 11 Action Plan 14 Conclusion 15 References 16 17 ... (2007), Marketing Management, Finance Publishing House, Hanoi Quach Thi Buu Chau (2007), Basic Marketing, Statistics Publishing House, Hanoi Truong Dinh Chien and Nguyen Van Thuong (1996), Channel Marketing. .. Kotler (2007), Basic Marketing (translation document), Publishing House of Social Workers Philip Kotler (1994), Principles of Marketing, Publishing HCMC 10 Philip Kotler (1992), Marketing Management,... Advertising promotion and marketing of products Identify human resources made Other resourse + Hiring outside + Survey Company + Staff Performance Company + Communications + Marketing Department +