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GROUP 2 MEMBERS:

1) Nguyễn Hồng Ái CE150352

2) Lý Minh Phương Uyên CS150001
3) Hà Phước Lộc CS150592
4) Nguyễn Lê Khải Hoàng CS150777
5) Lê Bá Hải Thiên CS150105
6) Nguyễn Trúc Vi CS150555
7) Lê Minh Triết CS150396
8) Lý Bá Linh CS150339

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TABLE OF CONTENTS

I) OVERVIEW: ............................................................................................................................................4
II) ANALYSIS: .............................................................................................................................................5
1) Context: ....................................................................................................................................... 5
2) Environmental Scan: ............................................................................................................... 7
3) Stakeholders Analysis: ............................................................................................................8
III) PLANNING: ....................................................................................................................................... 10
1) Objectives: ................................................................................................................................ 10
2) Strategy:.................................................................................................................................... 10
3) Audiences: ................................................................................................................................ 10
4) Announcement: .......................................................................................................................11
5) Messages:...................................................................................................................................11
6) Tasctics: .....................................................................................................................................11
7) Issues: .........................................................................................................................................11
8) Budget: ...................................................................................................................................... 12
9) Evaluation: ............................................................................................................................... 13
IV) References: ........................................................................................................................................ 14

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I) OVERVIEW:
"Burst into internal strength before the games". Saigon Beer is leading brand
name in Vietnam beer industry with about 140 years of developing. Saigon Beer is
recognized as National Brand and also honored to be the 351st member in Berlin Beer
Academy – one of the cradle of global beer culture.
Affirm class:
Vietnamese consumers are familiar with the brand: Saigon Beer (or Bia
Saigon) of Saigon Beer-Alcohol-Beverage Corporation (Sabeco). In 2017,
Saigon Beer has been over 142-year original history, 40-year brand building and
development. Since that 142 milestone, the yellow beer bubbles flow has
continuously kept up the future way, always made Vietnamese proud of their
products.
Quality builds trust:
Quality assurance and quality control guidelines are the most important - strictly
follow technical regulations in quality management to the top. Saigon Beer has
implemented successfully and applied ISO 9001 - 2008, ISO 1400 and HACCP
quality management system in corporations, member companies all over the
country. The quality of Saigon Beer has been increasingly recognized by Bureau
Veritas Certification's Quality - Food Safety - Environmental Management
System. Saigon beer products has been manufactured with high quality
equipment imported from advanced countries in the world, ensuring high
precision synchronized, mounted in an automatic production line together. The
team of skillful workers and technicians has brought about the successful
combination of modern technology with traditional long-term fermentation to
create the products with stable quality and distinctive flavor in Vietnam market.
Social responsibility:
Inheriting and promoting through generations, the sharing has the Saigon Beer
culture, the message "Saigon Beer join hands with the community" has been the
guideline for all activities of the Corporation and spreads all the system. Every
year – along with the sustainable development in business with a sense of

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 responsibility to the community - Sai Gon Beer has contributed tens of billions of
VND to the heroic activities of the Vietnamese Mother, community activities in
response. to the national target program to build new countryside, etc ... as well
as activities coordinated with organizations such as the Central Youth Union, Ho
Chi Minh City Union ... etc. From 2013 to 2016, Sai Gon Beer has contributed
over 200 billion VND to social activities. Especially since 2015, the strategic
cooperation between the Corporation and the Central Ho Chi Minh Communist
Youth League has contributed actively to respond to the campaign of the
Government "Vietnamese people prioritize using Vietnamese goods".
Change to survive and develop:
The country's economy is now recovering, growing more steadily than in the
previous years; however, weather and environmental fluctuations have
significant influences on consumption in general and Beer market in particular.
In addition, the policy of increasing the excise tax and restricting the
consumption of alcoholic beverage also impacted on the consumption of Sai Gon
Beer. Especially, since 31/12/2015, the ASEAN economic community officially
formed. In addition to the presence of domestic beer brands, the market
penetration of the world's leading beer brands with the advantage of brand and
financial potential, creating increasingly intense competition pressure. It
requires Vietnamese businesses to have new "mindsets" to survive and integrate
in this large commodity market. Facing difficulties and challenges ahead, in the
spirit of identifying change is always a matter of survival and development.

II) ANALYSIS:
1) Context:

TIMES ACTIVITIES
A little brewery founded by Victor Largue - a
Frenchman in Saigon 1875. In 1910, this brewery
1875
developed into a completed factory of producing beer, soft
drinks and ice. In September 1927, factory was officially

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 merged into BGI brand, Frenchin 1977 and was managed by
the Southern Brewery Company, renamed as Saigon Beer
Factory, phasing into the new development era.
Sai Gon Beer Factory was establish. On May 17, 1997, the
Minister of Food and Victuals declared the Decision No. 845 /
1977 LTTP which handled the whole factory of BGI for Southern
Alcohol Company to manage. Since June 01, 1977, the factory
wasw renamed as Saigon Beer Factory.
Introducing 333 beer can design. In October 1985, the
1985 factory deployed the canning system which produced the first
canned beer in Vietnam market: so alled 333 canned beer.
Introducing the bottle of Saigon Lager beer. In
February 1992, the factory completed the installation and
launched system into the mass production with capacity of
1992 30,000 bottles per hour and started using plastic case instead
of wooden case. Product designs are improved to be more
diversified. The 450ml bottle is a replacement of the 500ml
one.
Sai Gon Beer Factory becomes Sai Gon Beer. Company
Saigon Beer Factory changed the name into Sai Gon Beer
1993
Company after it integrated Sai Gon Ice Factory, Beer Alcohol
Plant and Dakai Mineral Water Factory together.
Introducing Saigon Export beer bottle. In August 1996,
1996 335ml exported beer bottle Saigon Export was introduced to
the market.
Introducing Saigon Special beer bottle. In 1999, the
1999 company researched and produced high-class beer bottle so
called Saigon Special.
Saigon Alcohol, Beer and Beverages Corporation
2003 (SABECO) was established. Saigon Alcohol, Beer and
Beverage Corporation (SABECO) was established on the basis

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 of new members' integration like Binh Tay Liquor Company,
Chuong Duong Beverages Company, Phu Tho Glass Factory
and Saigon Alcohol, Beer and Beverage Corporation.
Saigon Alcohol, Beer and Beverages Corporation
(SABECO) was established. Saigon Alcohol, Beer and
Beverage Corporation (SABECO) was established on the basis
2008
of new members' integration like Binh Tay Liquor Company,
Chuong Duong Beverages Company, Phu Tho Glass Factory
and Saigon Alcohol, Beer and Beverage Corporation.
2010 Sabeco reached the output of 1 billion liters of beer.
140-year anniversary of forming and developong
2015
Saigon Beer Company.
Officially issue stock at Ho Chi Minh Stock Exchange.
2016
Stock code: SAB.
The launch of Saigon Gold. SABECO launched Saigon
330ml and 5% ABV, which represented the most premium beer
2017 of SABECO and were produced in limited quantities. 53.59%
of SABECO shares to Vietnam Beverage Co., Ltd and continues
to hold 36% of shares.
The change in structure of managerial organization of
2018 SABECO. Audit Commit tee was establish to replace the
Board of Supervivors.
Bia Saigon and 333 relaunches. In August 2019, SABECO
relaunched Bia Saigon brand including Bai Saigon Special, Bia
2019
Saigon Lager and Bia Saigon Export. In December 2019,
SABECO relaunched 333 cans.

2) Environmental Scan:

Quality assurance and quality control guidelines are the most important - strictly
follow technical regulations in quality management to the top. Saigon Beer has
implemented successfully and applied ISO 9001 - 2008, ISO 1400 and HACCP

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quality management system in corporations, member companies all over the
country. The quality of Saigon Beer has been increasingly recognized by Bureau
Veritas Certification's Quality - Food Safety - Environmental Management
System. Saigon beer products has been manufactured with high quality
equipment imported from advanced countries in the world, ensuring high
precision synchronized, mounted in an automatic production line together. The
team of skillful workers and technicians has brought about the successful
combination of modern technology with traditional long-term fermentation to
create the products with stable quality and distinctive flavor in Vietnam market.

To bring the quality products to Vietnamese consumers, Sai Gon Beer constantly
invests in developing and renewing technology with the example of the most
modern Sai Gon - Cu Chi Beer Factory. South Asia and the modern system of
Saigon Beer factories are synchronized across the country. The factories of Saigon
Beer are not only modern and domestic in scale, but also applied the
international system "Green Plant" including 3 criteria: fuel economy, high
efficiency and especially filter technology. Besides, scientific and modern
management system, stable source of materials are the factors that bring about
the stability of quality of Sai Gon Beer. With that effort, Saigon Beer has received
many prestigious awards in the country and abroad. Typically, in 2015, Beer 333
Premium Export was honored to be awarded the AIBA International Gold Medal
2015 with the best product certification in the style of Lager. In addition, Saigon
Beer is awarded Silver and Bronze for Saigon Lager. This is a great opportunity
for Sai Gon Beer to be exported to foreign markets and to raise the brand value
in Vietnam and international markets. "

3) Stakeholders Analysis:

Stakeholders Approach method

Organize customer conferences.
Customers Update news on social networks and website.
Survey and evaluate customer satisfaction.

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 Receive and answer inquiries via email.
Meet and interact directly at meetings of the General
Shareholders/Investors Meeting of Shareholders.
Get written opinion of shareholders.
Attend investors’ meetings and forums
Review and monitor supply process.
Suppliers/Partners Organize conferences with suppliers and partners,
especially key suppliers.
Participate in conferences and forums of State
agencies.
Authorities Send official letter to ask guidance of authorities if
necessary.
Participate in activities of Vietnam Beverage
Association (VBA).
Update notice and regulation communication on
notice boards and electronic email.
Employees
Organize annual training programs and conferences.
Meet and discuss directly with the Board of
Management, Communist Party and Labor Union.
Press Prepare and issue press releases.
Update news on social networks and website.
Coordinate with local authorities.
Community
Organize and participate in events in many provinces.

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III) PLANNING:

1) Objectives:
Increase sales revenue of non-alcoholic drinks of two product Soft drink
Sarsaparilla and Soft drink with Orange flavor from 0,7% to 7,7% in total
revenue in 2021 (from June to December) .
2) Strategy:
Generate the maximum coverage possible after the advertising campaign.
Proactively approach target audiences that the campaign aims to make them
remember the products "Soft drink Sarsaparilla" and "Soft drink with
Orange flavor" through the mentioned images and sounds.
Internal communication through "Sabeco Eoffice" and external communication
with customers through on the website, social media to know the effectiveness
and problems encountered to find solutions.
Building relationships with the press agencies, reporters, composing,... to
provide information about campaign.
Create TVC advertising (a video promotion the products, a video with KOLs and
soft drink sarsaparilla). Sponsor and advertisment 2 music video with KOLs.
Marketing online on social media and offline on billboard.

3) Audiences:
Age: Target customers include 2 main segments. The first segment: targeting
young consumers, from 10 to 35 years old, who need and like soft drinks
products. The second segment: consumers over 40 years old, wishing to buy soft
drinks to give to relatives.
Income: Provide affordable products for students, middle class, ...
Location: Focus on the domestic Vietnamese market. Especially the Southern
market, where there is a high demand for soft drinks.
Gender: For both boy and girl, men and women.

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4) Announcement:
Optimize recognition on online media and use them through social networks,
websites, etc. Focus on promoting video marketing for products and brands.
Simultaneously coordinate offline communication.

5) Messages:
"WITH SOFT DRINK SARSAPARILLA SAVE YOUR BEST MEMORIES".
With the above message, SABECO wants when customer use the products, they
only remember the good things. Sadness or angry things will fade and disappear
in mind, just best memories will remain forever.

6) Tasctics:
1) TVC to advertise two non-alcoholic product: Soft drink Sarsaparilla and
Soft drink with Orange flavor.
2) TVC to advertise "Soft drink Sarsaparilla": introduction products by
stories that actor Tran Thanh tells.
3) Sponsor and advertisement in 2 music videos of singers: Đen Vâu, Amee.
4) Marketing online on Facebook, Youtube, Tiktok and TV about products
with message: "With soft drink sarsaparila save your best
memories".
5) Offline Marketing on billboard.

7) Issues:
There are some potential issues may be appear when the advertising campaign
is processing:
(1) Covid-19 has outbreak and the target market is being
lockdown, people are not going out, offline advertising is not
effective.
Reduce offline advertising, promote more online advertising.
(2) KOLS has some bad things that affect the image while
promoting the product.

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 Depending on the level, cooperation and press release can be stopped
immediately to avoid being influenced by KOLs.
(3) KOLs have a problem, can't do TVC or MV to promote
products.
Quickly find other KOLs, especially influential KOLs at that time, so that the
campaign can continue.
(4) When sales are too low compared to expected when running
a campaign for 1-2 months.
Review the data, seek information from multiple sources: online (social
media) and offline (distribution units), find out the cause and fix it instant.

8) Budget:

Amount Spec. Activities Price

TVC to advertise two
1 1 pack products (4k advertise 250.000.000 VNĐ
video).
TVC to advertise "Soft
pack 220.000.000 VNĐ
drink Sarsaparilla"
2 1
Booking KOLs (Trấn
KOLs 110.000.000 VNĐ
Thành)
Sponsor and
pack advertisement in music 500.000.000 VNĐ
3 1 video
Booking KOLs (Đen
KOLs 70.000.000 VNĐ
Vâu)
Sponsor and
pack advertisement in music 500.000.000 VNĐ
4 1
video
KOLs Booking KOLs (Amee) 40.000.000 VNĐ
times / 6 Marketing and ads on
5 18 500.000.000 VNĐ
months Facebook

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 times / 6 Marketing and ads on
12 300.000.000 VNĐ
months Youtube
times / 6 Marketing and ads on
24 700.000.000 VNĐ
months Tiktok
6 months Ads on TV 300.000.000 VNĐ
Marketing offline on
6 7 psc 700.000.000 VNĐ
billboard
Total 4.190.000.000 VNĐ

9) Evaluation:
Measure the effectiveness of the advertising campaign:
Brand mentions: shows how many times your brand name, hashtag or
any other word while running advertising campaign. Indicate when the
target audiences are discussing about products.
Sentiment: The outtakes of advertising campaign are all about the
emotion of target audiences are about message. If there are many positive
emotions, the campaign is showing effectiveness. On the contrary, when
there are too many negative emotions, it will create a crisis and need to
revise the campaign.
Engagement: The number of likes, comments, and shares under posts
indicates positive or negative social media activities. The higher the post
engagement rate, the more spread the message will be on social media.
Social media reach: Total outreach takes into account who shared the
post on social media and the number of followers. A large total outreach
metric is the first step in launching a successful advertising campaign.
Share of voice: Recognizes brand awareness, information about your
target audience, like engagement level or favorite platforms, and celebrities,
ect. The higher the level, the advertising campaign more successful.

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IV) References:

(1) https://www.sabeco.com.vn/trang-chu
(2) https://finance.vietstock.vn/SAB/financials.htm
(3) Sabeco BCTN_2019_VIET.pdf
(4) Booking KOLs
(5) Sabeco spends a lot of money on advertising
(6) EN - 2018 AR

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 THE END
THANK YOU FOR FOLLOWING

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