Z

MARKETER
Tuborg Zero
Group name: Winx
 Market overview
The alcoholic and non-alcoholic beer beverage industry overall in Vietnam has witnessed a great
growth after 3 years from the Covid-19 pandemic
1. The global non-alcoholic beer market is
expected to reach $5.91 billion by 2023.
2. Vietnam alcohol industry is forecasted to
raise by 25% in consumption (2019-2023). And
spending on alcoholic beverages could reach
299,010 billion VND (2024).
3. In 2021, Vietnamese consumes 3.8
million kiloliters of beer, account for 2.2
percent of the global market, leading the
ASEAN region.
With outstanding growth, this is an
opportunity for Tuborg Zero to jump
into Vietnam market.
Source: Kantar Worldpanel, Vietnam Insight Handbook 2022, MBS
Research
 Beer market in Vietnam is extremely fierce due
Competitive LaNDscape
Price
to jumps of both domestic and foreign
competitors. However, the driver ‘no-alcohol’ is a
promising land for Tuborg Zero to penetrate
because there are still not much popular
competitors.
Luxury

Tuborg Zero
30+ Buckler Bavaria
Sabeco Heineken Tiger Sapporo

20 Heineken

Sagota

14

10 Type
Non-alcohol Alcohol
 Direct Competitor analysis
Heineken® 0.0 Sagota Alcohol-Free

Tagline 0 gì 0 thể “Bia chay”

Tone and Mood Energetic, active Joyful

Product attributes Same level of grain as traditional Completely no ethanol level, chill
version, drink at work, driving. experience.

*Other alcohol-free beers are mainly imported by small retailers, hence we do not list here.
 1, 79% Vietnamese consumers 2, 13% group of 19-34 people have
agree to pay higher price for healthy drinking motivation
healthier foods (2019)

Market 3. Non-alcoholic/low alcoholic

beer has a fast-growing growth in
2021 (16% with 2,4 million

trends litres) and expected to grow

constantly in next years.
Market trends
Since the decree 100/2019/NĐ-CP applied, there is a new driver in Beer
industry, which is non-alcohol. Hence this would be an outstanding
strategy for Tuborg Zero to penetrate in Vietnam non-alcoholic beer
market.
Source: Kantar Worldpanel, Vietnam Insight
Handbook 2022, Euromonitor,, MBS Research

Source: Kantar Worldpanel, Vietnam Insight Handbook 2022

 BRAND
SITUATION
Although Tuborg Zero is a new
product, but it has all factors Third place in the market share, Tuborg Zero has the edge
that would fit and win Vietnam from well-known brand - Carlsberg.
market.
The South region accounts for half of Vietnam’s total beer
‘Think global - Act local’:
consumption, especially Ho Chi Minh city, which has the
Tuborg Zero is a potential
most active pop culture and easily embrace new things,
product that would help the
Tuborg Zero should concentrate on promoting and
brand expand the market.
distributing here.
 3c
analysis
 OpportunitIES CHALLENGES
● One of the top market leaders in ● New foreign product that have
Vietnam not many awareness in Vietnam
● Health consciousness has improved ● Competitors have high brand
after Covid-19 and willing to pay for loyalty
high quality ● Higher price
● Increase in non-alcoholic beer
consumption -> Have not had product awareness
● Owning unique characteristic: Easily and the demand had not been
pull cap triggered enough.

VISION
-> Tuborg Zero have necessary factors to
penetrate in Vietnam marke

Emphasize the zero-alchohol characteristic, educate the market the nutritional benefits
of Tuborg Zero which has the same taste as traditional version.

Source: Kantar Worldpanel, Vietnam Insight Handbook 2022

 PRODUCT PRICE
New product in product line of
30.000đ
Tuborg

Good-value pricing strategy

1. Product quality: mouthwatering lager with
fruity notes, exceptional quality and
refreshing taste

2. Feature: mouthwatering lager with fruity

notes, no alcohol, low calories

3. Design: Active, energetic

 Place PROMOTION
1. South region took up half of Mainly use digital
Vietnam’s total beer consumption marketing to launch the
campaign.
2. Minimart and online are expected
to increase
Tactics: Advertising,
3. Ho Chi Minh is the most active pop OOH,...
culture
4. The factory is located in the Middle
of Vietnam, hence, easy to distribute to
different places in Vietnam
→ Expanding the market by
distributing Tuborg Zero to Ho Chi
Minh city, also minimarts and online.
Source: Kantar Worldpanel, Vietnam Insight Handbook 2022
CRAFT IDEA FOR INSIGHTS
A lot of boundaries that can limit people from joining in the party and gatherings:
Legal policy, allergic, parents’ restriction, ect. Energetic citizens in pop culture who
want to have experience together may encounter those barriers.

Our draft insight idea

Active youngers have a desire to integrate with their friends and family. Beers, for a
long time have been seen as a mean to start and live up the party. But not everyone
can use alcohol

What is our challenge?

Our challenge is to educate consumers that non-alcohol beer is more
beneficial in terms of health benefits, and can bring the same taste and chill
experience as alcohol products
THANK YOU