Product:

I. Three levels of product

- Core customer value:
Slake the thirst
- Actual product:
+ taste
+ Varity: a lot of flavors, size
+ Design & Packaging:
- Augmented product: On Heineken website: Providing nutritional information
for every.

II. Product decision

1. Individual Product Decision 
A. Product attributes 

Quality:
- Tangible good
- low- alcoholic beverage
Design:
- Warm color
- Using glass and metal material

B. Branding

- Unified brand logo: iconic apple with the name Strongbow.

C. Packaging
Two type of packaging: Glass bottle and Metal can

D. labeling:
Describe all key information about Strongbow items.

2. Product Line Decision

- Different flavors with different ABV

3. Branding Strategy
Line extension: there are 5 flavors
Evaluation

Pros

- Low alcohol
→ Easy to drink
- Have a lot of choices
- Eye-catching packaging

Cons

- New in the market

→ This product is still unfamiliar to Vietnamese consumers.

Price
I. MAJOR PRICING STRATEGIES

- Affordable pricing

→ Value-based pricing (Good value pricing)

II. OPERATIONAL PRICING STRATEGIES

A. pricing strategies

Market comparation:

B. Product mix-pricing strategies

Product line bundle: You can get a better deal on a strongbow if you buy it with
other items.
Product line pricing:  

C. Price Adjustment Strategies

Psychological pricing
Promotional pricing (Special event):
Discount (Quantity): Quantities discount: 21% discount if customers buy a crate
Segmented pricing
- Product - form pricing: 
- Location segmented pricing

Evaluate

 Pros
- Many reviews and comments wrote that it is a suitable and good price for
the product so it is effective pricing strategy
- In comparison to others, Strongbow has the most competitive pricing.
 Cons
Strongbow didn't give its products much of a bonus in special events.

Place:
Supply chain

Wholesaler: Supermarkets

Retailer

- Karaoke, restaurants, bars, pubs

- Convenience stores

 Common distribution channels of indirect marketing channel

 Hardly found other ciders there

E-comerce: Lazada,Tiki, Shopee

 Fast and convenient choice

EVALUATION

 Pros
- Intensive distribution: 
+it is more accessible more than other brand.
+ Always available
 Cons 
Using several distribution channels makes it more difficult to control
III. Product life cycle

Currently Strongbow cider is positioned in the Growth stage