Exceutive Summary

Group 2
MEMBER RATING
NO STUDENT ID PARTICIPATION
1 Nguyễ n Ngọc Hà 11218588 100%
2 Đặng Thị Khánh Huyề n 11212663 100%
3 Hà Bảo Linh 11219717 100%
4 Trầ n Ngọc Linh 11218592 95%
5 Nguyễ n Thuỳ Linh 11213349 100%
6 Đỗ Nguyên Phương 11214743 100%
7 Vũ Trí Gia Thành 11215335 95%
8 Hoàng Thị Phương Thảo 11215373 95%

EXECUTIVE SUMMARY
This marketing plan is presented for Saigon Beer-Alcohol-Beverage

Corporation (SABECO) which is renowned for its Saigon beer product line,
positioned as a premium product with high quality but affordable for the average
consumer group. As a matter of fact, the company has just announced the re-
launch of the Saigon Beer brand, which its image ensures both aesthetic and
consistency in all product categories of the brand. In addition, the new image also
represents the spirit of constantly overcoming challenges, youthfulness, and
progressiveness of young Vietnamese people. This is the paramount factor for the
group to propose a marketing communication plan for the company
The strong growth of the beer market in recent years, along with positive
signals in the consumption of this product line; SABECO, with its leading market
share, can fully seize the opportunity to continue to increase sales volume,
penetrate deeper into the group of young customers aged 18-26. Continuing the
previous campaigns of the company, in this marketing plan, the group focuses on
promoting advertising communication with the aim of expanding the young
customer base, increasing profits as well as the company's image among the
target audience.
Recognizing the diversity of Vietnamese cuisine and the drinking culture of

the people, as well as seeing the pain points of young Vietnamese when they do
not have a deep understanding of local dishes, the research group proposes an
integrated marketing communication program with the main activity being a
festival combined with a food festival to raise young people's awareness of the
spirit of Vietnamese dishes and create a space to connect young people through
music. Throughout the event, the characteristic product lines of Saigon Beer
(SABECO) will be displayed and sold, contributing to both revenue growth and
enhancing the brand's image. The campaign will last for about 3 months during the
summer in key cities of Vietnam to attract a large number of tourists and ensure
the achievement of the planned targets.
`
CONTENT TABLE
ABOUT SABECO 1
ANALYSIS 7
Macro Environment 7
Micro Environment 12
SWOT Analysis 15
STP 18
CAMPAIGN STATEMENT 22
STRATEGY & TACTICS 24

Campaign’s Objectives 24
3P 25
IMC PLAN 29
Gantt chart 32
Budget 33
RISK ANALYSIS 35
REFERENCES 38
ABOUT SABECO
MARKET OVERVIEW
Beer consumtion in 2019
Beer is among the most popular beverages in
Beer consumtion in 2020
Vietnam. The popularity of this beverage in
Vietnam has made the country one of the
largest beer-consuming nations worldwide. 3.6% 22.9% 11.9%
Besides, Vietnam also is among the top ten beer

producers globally
In 2020, the Vietnamese beer market was

impacted by both the regulations on alcohol
harm prevention according to Decree 100/2019
(effective from 1/1/2020) and the Covid-19
pandemic, leading beer consumption in the first
three quarters of the year to decrease by 3.6%,
22.9%, and 11.9% respectively compared to the Quarters 1 Quarters 2 Quarters 3
same period in the previous year. Beer consumption in 2020 and 2019
5.1
4.39
In Q3/2021, the General Statistics Office reported that
4.05
the total beer production volume had decreased by
Production volume in billions liters
33% compared to the same period, with nearly 100%

of the beer supply being restricted in August and
September in Ho Chi Minh City, Hanoi, and southern
provinces. Meanwhile, Nielsen estimated that beer
consumption had decreased by 42% in this quarter
compared to the same period. It was not until Q4/2021
2019 2020 2021
when the pandemic was basically controlled, the beer
Beer production in 2021 and 2020 industry recorded positive growth.
For many years now, the Vietnamese beer market has been dominated by a group of four
large companies, including Sabeco, Heineken, Carlsberg, and Habeco. According to
estimates, these four manufacturers currently account for up to 94.4% of the domestic beer
consumption market share.
1 1
THE INTRODUCTION
Saigon Beer is the leading brand name in the Vietnam beer industry with about 140 years of
development. Saigon Beer is recognized as National Brand and also honored to be the 351st
member of Berlin Beer Academy – one of the cradles of global beer culture.
In fact, Vietnamese consumers are familiar with the brand: Saigon Beer (or Bia Saigon) of
Saigon Beer-Alcohol-Beverage Corporation (Sabeco). The unique taste of Saigon Beer is the
inspiring taste combined with the spirit of Saigonese’s generosity and the richness of the
Southern land, making it an indispensable part of everyday life. With 2 bottles of 610 ml
Larue bottle and 330 ml bottle of beer in the first takeover period.
SAIGON BEER HAS DEVELOPED 8 TYPES OF PRODUCTS
Saigon Lager Saigon Export Beer Saigon Special Beer Saigon Lager 355 bottle
333 Premium 333 beer can Saigon Special can Saigon Lager can
2
3
MISSION
Develop Vietnam’s beverage industry to keep pace with the world.
Satisfy and meet the needs of beverages under the international food safety standards
“Food hygiene and safety and environmental protection”.
Promote the culinary culture of Vietnamese people
Fulfill obligations to the State on the basis of transparency in business.
Improve the quality of life by providing high-quality, safe, and healthy beverages
Actively participate in community activities.
Bring practical benefits to shareholders, customers, partners, employees, and society.
Ensure the development of international integration.
CORE VALUE
HERITAGE BRAND SOCIAL RESPONSIBILITY
CONTINOUS COOPERATION
COHERENCE
IMPROVMENT DEVELOPMENT
4
THE OPERATION
SABECO announced its audited financial report for 2021, recording a total net revenue
of nearly VND 26.374 trillion and a post-tax profit of nearly VND 3.930 trillion, equivalent to
94% and 80% respectively compared to the same period in 2020. However, like many other
businesses, the impact of the Covid-19 pandemic caused the business results of the past
year to not meet the initial plan. Nevertheless, thanks to implementing many comprehensive
solutions to optimize business management and continue to promote sales activities, the
company has contributed to minimizing the serious impact of the 3rd and 4th waves of the
Covid-19 pandemic. Therefore, SABECO's net revenue only slightly decreased compared to
many other manufacturing businesses.
HIGHLIGHTS FINANCIAL INDICATORS 2022
NET REVENUE PROFIT AFTER TAX

(Billions) (Billions)
Sabeco reaped outstanding business results as its net revenue in 2022 increased by
approximately 33% compared to the same period, reaching nearly 35,000 billion dong.
After-tax profit reached 5,500 billion dong, an increase of 40% compared to 2021.
5
THE BRANDING IDENTITY SYSTEM
The company has just announced the re-launch of the Saigon Beer brand. With a new design
featuring the image of a dragon - symbolizing power, prosperity, and representing Vietnam
at the center position, the new Saigon Beer image ensures both aesthetic and consistent in
all product categories of the brand.
In addition, the new image also represents the spirit of constantly overcoming challenges,
youthfulness, and progressiveness of young Vietnamese people.
6
MACRO ENVIRONMENT
POLITICAL
The political environment is stable, the
legal system is increasingly improved, creating
favorable conditions for businesses to work.
According to the documents of the 13th
National Congress of the Communist Party of
Vietnam, the assessment of external
achievements: "Foreign relations and
international integration continue to expand
and deepen, creating a stable and sustainable
relationship framework with partners.” The
strengthening of Vietnam's role in the
international arena is a good premise to create
favorable conditions for Vietnamese companies
to boost exports, including Sabeco. At the same
time, it also presents Sabeco with great
challenges when competing with similar
products of foreign importers into Vietnam.
Besides, in May 2010, the Government increased the minimum wage to 730,000
VND/month. An increase in the wages of employees will increase the purchasing power of
the whole country somewhat, but it also makes SABECO have to increase costs due to the
increased salary fund.
Tax rate
Beer is a product subject to the State's special consumption tax. Due to such
characteristics, brewing companies are greatly affected by the change in tax policy of the
Government. And in 2023, Vietnam applies an excise tax on alcohol of 35-65%, beer 65%. The
Ministry of Finance currently stated that the tax on alcohol and beer in Vietnam is still low.
According to WHO, the new tax accounts for about 30% of the retail price of this item, while
in many countries the tax rate accounts for 40-85% of the retail price. Therefore, in order to
ensure that the use of alcohol and beer does not increase in the near future, it is necessary
to increase the excise tax on wine and beer to ensure that the increase in the price of alcohol
and beer after adjustment must keep up with the increase in income. and inflation. The new
tax rate will make it difficult for beer businesses like SABECO in production and business as
well as investment and development.
7
ECONOMICS
Exchange rate
In the past years, the foreign exchange rate has fluctuated and increased gradually.
For beer companies, the fluctuation in exchange rate strongly affects the production and
business results due to the number of beer companies. There are four main types of raw
materials for beer production, and three types of materials must be imported by brewing
companies. Exchange rate fluctuations will greatly affect the price of input materials and
affect the revenue and profit of companies in the industry.
Economic growth
Vietnam's economy experienced a strong rebound in 2022, with growth reaching 8.0
percent, exceeding its average rate of 7.1 percent from 2016 to 2019. Economic growth leads
to more spending by customers, thereby creating opportunities for SABECO to expand its
business activities and earn high profits.
SOCIAL
Beer is not a traditional product of our
country, but since it was introduced, it
has quickly been accepted by
Vietnamese people and has become a
popular habit, especially for men. The
lifestyle of each region also greatly
affects the demand for alcohol products.
In rural areas, people often have the
habit of using traditional alcohol, but
when income increases, the introduction
of urban culture gradually creates a
tendency to use beer.
Previously, people in our country only

knew about alcohol, but now, the number
of people drinking beer has increased
along with the development of socio-
economic development. It is because of
the above cultural changes that have
contributed to the development of
SABECO's business activities.
8
SOCIAL
The General Statistics Office (Ministry of Planning and Investment) shows that in the
period 2014-2016, on average, each year in Vietnam, about 1.5 million people joined the
middle class, by the period 2017-2019, this number has increased to about 2.2 million. The
rising number of the middle class leads to a big change of buying behavior as people tend to
spend more money on high-priced products
20,2%
20% 18,2%
15%
13,3%
10% 9,6%
7,8%
5%
0%
2011 2014 2016 2018 2019
Ratio of middle class in Vietnam's economy
Youth aged between 16 and 30 make up almost 25% of Vietnam's population, just over 23
million people. The majority of the youth population are in the labor force and act as a
driving force for the country's development.
About people under 18 years old, they still depend on their own savings or pocket money
that their parents give them, they want to compare with adult usage behavior, their buying
trend has begun to be established and the buying behavior is becoming more and more
stable and the scope of social influence gradually increased.
About young adults who are 18-30 years old, they start to have their own income. For
students, the income is still little, but for the young workforce, they already had an average
income. They have practical requirements for the products, easy to change their buying
tendency and they like to express themselves by being unique and characteristic.
9
TECHNOLOGICAL
Today's technology is increasingly developed and is an indispensable part of the
production and business process, in which the Saigon Beer - Alcohol - Beverage Corporation
is one of the enterprises with the production process self-contained, modern technology, the
most advanced automation equipment.
In order to maintain its position as well as the rapid development of Sabeco, the company
has made new progress in reforming the research and development system, especially, the
selection of raw materials to the finished product, which is managed by the management of
the company and strictly adhered to by a professional technical team consisting of
technology-equipment engineers, experienced Brewmasters.
ENVIRONMENTAL
The increasingly polluted environment requires the company to invest in modern
technological processes to treat waste in accordance with permissible standards, which will
increase the company's production costs.
The continuous flood situation in the central provinces has directly affected the production
activities of some factories in the SABECO system. In addition, the corporation is also facing
the risks of climate change and water salinization in the Mekong Delta. Since 2010, SABECO
has prepared many countermeasures against the various climate change scenarios such as:
Plants built in 2010 all apply RO water treatment technology with

membranes imported from the US
All factories use BIOMASS boilers using fuels from plants (rice husks,
sawdust, leaves, etc.) to reduce greenhouse gas emissions.
1
10
LEGAL
As an enterprise operating in the form of a joint stock company and preparing to be
listed on the Saigon Stock Exchange, Sabeco's activities are influenced by legal documents
on joint stock companies and securities. and the stock market, including the Enterprise Law,
the Securities Law, the by-laws and these laws are kept being changed so it could affect the
company.
With the development trend of the region and the world, the state has promoted and
reformed the mechanisms. The requirements force the company to implement, although it
will be difficult at first, but inevitable. In the new trend, a business that wants to survive and
develop must always update regulations and requirements to create a unique position in the
domestic and international market foreign.
According to Advertising law, the regulations are strict because the law needs to prevent
people under 18 years old and pregnant women from using alcohol. The content of the
advertisement and outdoor advertising media are restricted a lot by the law. In addition,
advertising of alcohol and beer must have warnings to prevent and control harmful effects of
alcohol and beer.
Because of the rising number of traffic accidents, the government updates the Law
on Roadway traffic very often. According to Clause 8, Article 8 of the Law on Road Traffic
2008, stipulates: Operating a car, tractor, or special-use motorcycle on the road with an
alcohol concentration in blood or breath exceeding 50 milligrams per 100 milliliters of blood.
or 0.25 milligrams/1 liter of breathing air is a violation of road traffic rules and will result in a
fine. These fines cost a lot of money for people who are using alcohol while driving.
11
MICRO ENVIRONMENT
SUPPLIERS
The majority of the materials Sabeco uses for production are sourced from reputable
domestic and international application suppliers. The following ingredients are used to make
beer: water, malt (malt), houblon flower, rice or other cereal, and brewer's yeast.
Additionally, the business imports packaging supplies like bottle caps, neck labels, body
labels, etc. The company looks for distributors who offer good products at fair prices.
According to the survey, Sabeco's distributors are generally praised for meeting all of the
requirements set forth by the business, from cost to product quality to delivery dates.
12
COMPETITORS
Market share
Competitors of Sabeco include
businesses like Heineken, Habeco,
Carlsberg, Sapporo, etc. Four major
companies continue to hold the
majority of the market in Vietnam:
Sabeco has a 33.9% market share,
Heineken has a 44.4% market share,
Habeco has a 7.4% market share, and
Carlsberg has an 8.7% market share.
However, thanks to Thai Beverage's
strong support, Sabeco's market
share has been sustained in recent VIETNAM BEER INDUSTRY MARKET SHARE 2021
years.
Price
At present, Sabeco is active in its primary market, the affordable market. Sabeco is
distinguishing itself from rivals in the same market category in every category, including
Brand, Production Scale, and Distribution System. In terms of pricing, Sabeco is also
outperforming its immediate rivals in the same market category when it comes to the mid-
range segment.
STT BRAND NAME PRICE (VNĐ)
1
13
PUBLIC
Sabeco attaches great importance to building a brand image for its success. Sabeco's
media includes a variety of platforms such as newspapers, television, and mass media such
as Facebook and Youtube. At the same time, Sabeco also attaches great importance to the
development of the brand as a companion to the Vietnamese sports industry. The activities
have been carried out such as Organizing a 7-a-side football tournament, Sponsoring Tien
Phong Marathon, supporting SEAGAME 31, etc. The company can also present itself as a
social-oriented company such as sponsoring and supporting. support against Covid - 19,
support for the central region, and support for the poor.
SABECO’S CONTRIBUTIONS TO VIETNAM’S FIGHT AGAINST COVID-19
In general, the company has been building a brand image in the eyes of
consumers as a community-oriented business
1
14
SWOT
STRENGTHS
High market share - 33,9%
In 2021, Sabeco ranked second among Vietnam's leading beer brewers based on market
share, accounting for more than 30%; which helped the company easily expand and develop
its business scale and increase revenue.
Having a community-oriented brand image

Sabeco has built positive images in public and consumer awareness by participating in a lot
of culture, sport and tourism activities such as: supporting SEAGAME 31; sponsoring
Vietnam Tourism - Culture Festival at Korea, Tien Phong Marathon,... The company also
supported the government against Covid 19 disease.
Sabeco 4.0 platform with company management

This helps transform working methods towards standardization, simplify and centralize
objectives; then helping the company reduce operating costs and gradually achieve
sustainable and strong development.
Wide distribution network

Sabeco has more than 200.000 selling places throughout Vietnam and also distributes
products to other 30 countries all over the world, helping to optimize customers' approach
WEAKNESS
Dependence on imported main ingredients for beer manufacture
Sabeco has to import all important ingredients such as malt, houblon flower, and enzymes
from foreign countries. The company, therefore, will undergo disadvantages when the price
of imported raw materials increase.
Products produced in each region may be “localized”
The brewer has 26 factories throughout the country and the management process at each
plant for Sabeco is different in each region, leading to a lack of consistency and synchrony,
which can affect product’s quality.
1
15
Facing intense competition from rivals
In the North and Central region market, Sabeco primarily competes with Habeco (Bia Ha
Noi) and Carlsberg when they already had many loyal customers in these areas. For the
Southern area, which is the main market of Sabeco, the company has to deal with Heinekein
- the current leading brewer in the Vietnam beer industry.
OPPOTUNITIES
Vietnam is the world’s top beer consumer
Vietnam ranks 9th in the world in terms of beer consumption with more than 3.8 million
kiloliters in 2020, accounting for 2.2% of the total. And the beer market in Vietnam is
expected to be worth US$10.1 billion in 2025. Those above things imply potential
development in 2023 for Vietnam brewers, including Sabeco.
The food and beverage industry including beer and soft drinks showed signs
of growth again
The Covid-19 pandemic has been controlled since 2022, leading to a strong recovery of
food, entertainment, and tourism services; increasing the consumption of beverage
products in general and beer in particular.
Vietnam demographic tendency

Vietnam has a sizable youth demographic with 25 percent of Vietnam’s population aged
between 16 and 30. Our country also has a fast-growing middle-class population; by 2030,
the size of Vietnam’s middle class is forecast to hit 95 million. So Sabeco gets opportunities
from young consumers who have stable income.
Development of e-commerce
Consumers today form new shopping habits and are familiar with online shopping. This has
been to be a new land for brewer businesses to exploit and expand the distribution
channels, reducing dependence on traditional channels and satisfying customers’ needs.
THREATS
The tax rate on beer products probably can be raised in the near future
The Ministry of Finance has proposed to increase the special consumption tax for alcohol
products in order to limit imports, production, and consumption; impose disadvantage on
the development of the company’s business activities.
1
16
The government issued more strict regulations relevant to alcohol products
The government issued more strict regulations relevant to alcohol products

In 2019, the government imposed severe penalties for people driving under the influence
of alcohol. In 2020, they applied more tough regulations on alcohol advertising.
Changes in customer behavior
People now have more awareness, increasingly concerned about health and safety
issues, so they tend to use non-alcoholic products.
Exchange rate fluctuations
The US Federal Reserve (or US Fed) and many major central banks tighten monetary
policy and raise interest rates in 2022, and this can directly affect the cost of imported
raw materials for production and the profit of SABECO.
1
17
STP
SEGMENTATION
Geographic Segmentation
Domestic market
Saigon Beer Company currently operates 33 branches and 26 factories with up-to-date
machinery and equipment throughout the nation.
Sabeco's market share (mostly Saigon beer) will account for 33.9% of the country in 2021,
trailing only Heineken (44.4%). Saigon beer, in particular, has a significant market share in
the South, Habeco focuses on the North market, whereas Carlsberg leads the Central
market due to the company's factory in Thua Thien Hue. Meanwhile, Heineken, which
formerly dominated the southern market with high-end sectors, has recently expanded
its distribution network to all provinces, focusing on major cities
Due to its extensive factory network, which gives it a competitive advantage, Saigon beer
today holds a substantial market share in the South, accounting for 40% of the total
market there. Additionally, Saigon Beer is currently focusing on the northern region to
compete with Habeco and grow its revenue relative to the entire nation.
Foreign markets
Saigon Beer has so far been exported to 30 different nations, including demanding markets
with a long history of beer like Belgium, Denmark, and France. Although this sector is
regarded as lucrative, there are numerous formidable rivals, which pose numerous threats.
Demographic Segmentation
According to MICS, Vietnam's population with age from 25 to 34 years old accounts for the
largest percentage, influenced by the trend of a "Westernizing" lifestyle, which is a potential
market for beer products.
Group 1 (From 15-22): Those who attend school have only recently begun drinking, so
they don't have too much demand for beer.
Group 2 (From 22 - 29): They are recent graduates who have just started working and
earning a steady salary
Group 3 (From 30-39): This is the period of social relationship establishment and solid
income, hence their frequency of drinking is higher.
1
18
Group 4 (From 40-49): This is the time for people to solidify their place in society and at
work. As their frequency of social interaction with guests rises, so does their drinking
frequency
Group 5 (From 50-59): The time range when drinking exchanges are most prevalent,
hence the frequency of drinking declines during this time
Group 6 (From 59 onwards): They start worrying more about their health and diseases,
therefore they begin to take better care of themselves and have less interest in
consuming beer.
Psychological Segmentation
Social Class and Status
The middle class is the primary target market for the beer industry because they
frequently need to drink beer for special occasions like getting together with friends,
business partners, or anniversaries.
According to Euromonitor International, between 2004 and 2018, beer consumption in
Vietnam increased by 284% as a result of the middle class and young population rise.
Life Style
Beer consumption is evolving into a more sophisticated and responsible behavior in modern
society. Customers often drink beers to unwind and enjoy. More specifically, in order to
make drinking easier prolong talks, or participate in other gatherings, the younger
generation frequently chooses beers with the proper alcohol concentration.
Behavioral Segmentation
Criteria to choose suitable beers:
Reasonable cost: Since the middle class with average incomes makes up the majority of
the beer market, the cost will be taken into account.
Familiar brands: A number of new beer brands have emerged in recent years, but not all
Vietnamese consumers are willing to try them because they prefer the flavor of well-
known and established beers.
Good quality: Even though the cost is fair, quality assurance is still a crucial need.
Besides, there are already a lot of dangerous beer shops, such as the ones on Ta Hien
Street in Hanoi where Bia Hoi places are selling leftover drinks from prior customers.
19
TARGETING
Ages From 22 - 29 From 30 - 39 From 40 - 49
Income 7-15 million VND 10 - 25 million VND 20 - 50 million VND
- They are managers

They are recent - This is a time for
and employees who
university graduates them to improve and
have earned a secure
or people who have assert their status, so
position; now is the
just started their first it is necessary to build
time for them to
job.- They began and develop
grow and forge
looking for partnerships, thereby
welcoming business
Psychology employment with a constantly consuming
and diplomatic
and reliable wage. more beer.
relationships with
behavior
allies.
- They give preference - They often choose
- They will choose
to beers that are beers with high to
better beers that
simple to get and premium quality,
cost more money to
have a low alcohol accompanied by
impress business
concentration so that expensive prices to
partners or make
they can be enjoyed. serve their work.
new friends.
Saigon Beer determines its target market to be the middle class, with a demographic range of
22 to 49 years old due to the necessity for beer for numerous occasions, such as getting
together with friends, and business colleagues, at events or celebrations,... They reside in cities
and towns, which are highly inhabited locations with a diverse service network that includes
restaurants, entertainment venues, and shopping centers.
20
POSITIONING
Brand Image Positioning

The new look is a standout both in its quality and design. The rejuvenation of Bia Saigon
Special not only aims to demonstrate the strong progressive spirit of Bia Saigon to stay
relevant to the changing consumer needs and preferences in Vietnam but also to stress a
superior product quality and a premium image of the legendary beer brand.
“Dù bạn không cao nhưng người khác cũng phải ngước nhìn” - Saigon Special Beer's well-
known slogan claims that the company is committed to modern, ethical growth and seeks to
expand its influence not only domestically but also internationally.
Product Positioning
Customers can simply obtain and utilize them anywhere thanks to the wide variety of
products and beer varieties available in bottles and cans.
Additionally, the company has rigorously examined the quality of finished beer and beer
near the end of its shelf life regularly by the finished beer's Declaration of Conformity. The
swab test equipment was installed in companies in 2019 to improve food safety during
production.
Saigon Beer continuously updates its packaging, advertises in the media, and offers
discounts to customers to earn the trust of those who have purchased and consumed the
product. For example, Saigon Beer Special launched a promotion by popping the cap off a
bottle or can that includes a reward worth more than 75 billion VND in total.
Price Positioning
Since the prices of Saigon Beer's products range from low to high, it is simple for the
company to appeal to a wide range of social classes, especially the middle class.
Currently, Saigon beer products are priced on average or lower than those of competitors,
making them accessible to and usable by middle-class consumers, with the company's long-
term objective being to develop effectively and sustainably to strengthen the brand both
domestically and abroad.
21
CAMPAIGN STATEMENT
With the mission of "Improving the quality of life through the provision of high quality, safe
and nutritious beverage products" and a vision to 2025 to become "Vietnam's leading
beverage industry group, has a regional and international position.”, SABECO has
constantly been improving the quality and diversifying products to satisfy the expectations
of consumers.
In today's developed society, people - especially young people are always busy with work,
study, and the endless cycle of life. They have less time to interact and socialize with family
and friends. They easily become stressed, sensitive and gradually lose connection with the
people around them. Aware of that, the SABECO beer brand wishes, together with its beer
products, to bring young people moments of connection and closeness with family and
friends.
The SABECO brand has built the very first steps in expanding the target market, as not just a
beer brand focusing on the 29-49 age segment, businessmen, officials, and civil servants
who often have relationships and receive guests, but also a dynamic, youthful beer brand for
young people aged 18-26. Typically, the launch of a new identity for the Saigon beer brand is
the first step in Sabeco's long-term brand strategy and market expansion. The brand identity
is prominently designed, and attractive, with a youthful style but still retains the original
taste, quality, and recipe. The new design of the brewery represents the spirit of constantly
overcoming challenges, youthfulness, dynamism and progress of Vietnamese young people.
This activity has contributed to strengthening the connection between the SABECO brand,
specifically Saigon Beer, with the young generation and continued the journey of developing
the brand to become the pride of Vietnam.
The campaign we launch this summertime will be considered as the next important step in
expanding the target market for the SABECO brand, becoming a strong link connecting the
brand with the target audience of Gen Z people aged 18-26, contributing to conveying the
message of aspiration to improve the quality of life for the young generation of Vietnam.
22
CUSTOMER PERSONA
Young people from 18 to 22 Young people from 22 to 26
Geography Living and working in the North and South areas

DEMOGRAPHIC
Gender All genders
College student, may has a part-

Job Working people
time/full-time job
- Income from 5 million

- Income from 5 to 10 million VND
- Spend about 20% of income on
Income - Spend about 20% of income on food and
food and entertainment
entertainment activities
activities
- Having graduated from school, is the age

- Being a young, dynamic, and
when facing many changes in life:
PSYCHOLOGY
personable Gen Z generation-

officially working, getting married, etc.
Easily stressed and pressured by
- Have a youthful and vibrant lifestyle
having to study at school and
- Just graduated from universities, so
have to work part-time/full-time
they have to worry about many problems,
- Busy with work and school, but
it's easy to get pressured and stressed
still find time to go out, eat, meet
- Although busy, they still want to arrange
with friends
leisure time to relax their mind
- Use a variety of social networking platforms: Facebook, Tiktok, Instagram,

etc
- Like to experience, new things
- Quickly update new trends, as well as create new trends
- Care about the story, and image the brand gives in accordance with the
style
- Have little free time, usually free on weekends- Look at product reviews on
social networks, buying decisions are easily influenced by influencers, KOLs,
etc.
BEHAVIORS
- Easily impressed by youthful, vibrant brands, easily influenced by

advertising and other sales promotion.
- Fond of hanging out with a group of friends, or often gathering with
colleagues in the company after work.
- Drinking Style:
+ When gathering, there is a tendency to eat, drink, and use alcoholic
beverages on special occasions.
+ Usually social drinking, restrained drinking, can sometimes get high and
drunk, but not the alcoholic type.
+ Drink mainly on weekends, holidays, and during intimacy with friends and
colleagues
+ Drinking is considered a way of sociability
23
STRATEGY & TACTICS
CAMPAIGN’S OBJECTIVES
BUSINESS OBJECTIVES
Achieve 10% increase in sales and 12% increase in revenue in the third quarter of 2023, thus
maintaining the percentage of market share.
COMMUNICATION OBJECTIVES
Reach 2.000.000 access on social media.

Raise people's awareness about the cuisine diversity in Vietnam, implies that customers
will have a better food tour experience with products from Saigon Beer.
Enhance positive brand image in customers and the public’s eye.
MARKETING OBJECTIVES
Increase 20.000 followers and 6.000 likes on company fanpage

10.000 people take part in the Food and EDM festival.
Receive 1000 videos in the cooking challenge.
Receive 90% positive assessment and feedback for the campaign.
Increase 30% of searches about Sai Gon beer products and Sabeco on social media and
the Internet.
24
3P
PRODUCTS
Saigon Lager Beer
Having been available on the market since 1992,
Saigon Lager is the preferred beer for millions of
Vietnamese beer lovers. Produced through the
world's most advanced modern technology system
and supervised by skillful brewers, Saigon Lager
delivers fresh, charming, and pure Vietnamese
taste.
Produced from water, barley malt, grains, and hops,
Saigon Lager has a light taste, as well as leaving a
feeling of lightness and comfort, favoring
refreshment for users. Saigon Lager does not cause
dehydration or headaches after drinking, light
alcohol content of 4.3%.
Saigon Special Beer

100% Malt content (no rice) is produced with the most
advanced & modern technology, creates its delicious
taste and differentiates it from all the other beers in
the market.
Saigon Special beer brings flavor enhancements with a
carefully formulated recipe, and 4.9% alcohol content
to create a very unique, familiar but still very fresh
taste to meet the changing tastes of consumers – who
prefer a “lighter” beer that is easier to drink.
If the taste of beer from 100% spring barley is the old
reason-to-believe for consumers to choose Bia Saigon,
then the new recipe for brewing beer from Yakima hops
combined with the "dry hopping" process is the new
reason-to-believe so that consumers continue to be
loyal to Saigon Special.
25
PRODUCTS
Saigon Chill Beer
By using the brewing technology -2°C Cold Filtered,
the extreme cold possible brewing temperature, with
ingredients such as: water, barley malt, grains, and
hops. The ultra crisp and cool finish of Saigon Chill
awakens all your senses, opening up your spirits with
every smooth sip and getting your head back into the
moment. The ultimate refreshment from Saigon Chill
brings everybody’s spirit into the moment to ignite
the full fun. Saigon Chill beer has an alcohol content
of 4.6%, and does not contain harmful additives for
health.
The launch of Beer Saigon Chill, the newest addition
to the Saigon Beer family, is an important milestone
in Sabeco's history. This helps to expand the
company's products towards young Vietnamese
people who are optimistic, dynamic, and actively
making efforts in life to rise up with Vietnam.
To consolidate its market leadership position and implement a new brand strategy, SABECO
has "changed clothes" simultaneously for the products of these 3 beer lines. Not only
attracting consumers by stylish design and keeping pace with world trends, the new identity
also attracts attention thanks to the powerful and prominent dragon image.
With the dominant white and green colors, and the image of a powerful flying dragon,
combined with the "golden ratio" of ingredients, Saigon Lager Beer continues to have a
breakthrough in the journey to conquer consumers.
The main design of Saigon Special Beer is green - the color of nature, symbolizing the
specificity of beer ingredients. The dark green color of Beer Saigon Special has also been
changed, combined with silver color to bring a more modern look, as well as synchronize
with other product lines in the Bia Saigon brand.
Besides, the design of Beer Saigon Chill also has many breakthrough features, "dressing" in
trendy blue color with the highlight of the prominent dragon image. The product has a
youthful and stylish design with a version of transparent high-necked glass bottles and
high-quality cans, creating a distinct highlight from other Saigon beer products.
26
PRICES
NAME IMAGE PRICE
9.000 VND/ 450ml bottle

Saigon Lager 10.000 VND/ 355ml bottle
235.000 VND/ crate/ 24 cans 330ml
13.500 VND/ 330ml can

Saigon Special 79.000 VND/ 6 cans 330ml
305.000 VND/ crate/ 24 cans 330ml
16.000 VND/ 330ml can

Saigon Chill 370.000 VND/ crate/ 24 cans 330ml
295.000 VND/ crate/ 20 bottles 335ml
Pricing Approaches
SABECO's marketing goal is to lead the market share, so they set medium and low prices,
suitable for the income of Vietnamese people. In fact, SABECO sets prices by combining 3
valuation methods
Cost-based pricing: The types of raw materials for beer production often fluctuate due to
imports such as Malt imported from Australia, Denmark, France, or Houblon flowers
imported from Denmark. Therefore, fluctuations in the supply and demand of these raw
materials on the world market and changes in exchange rates can greatly affect the price of
raw materials and the cost of products. The company always tries to price its products at a
price that ensures high production and distribution costs.
27
Value-based pricing: SABECO's beer products focus on the health benefits of customers
first, in addition to the high quality factor that the company highlights. Bottle/can design
and product packaging are also focused to improve. Thus, it also determines the price on
values it brings to customers.
Competition-based pricing: SABECO's top competitor is Heineken beer, which is the world's
leading beer brand and has a foothold in the Vietnamese market. Therefore, in order for its
products to compete with this company, SABECO must set a reasonable selling price. And
in fact, the selling price of SABECO's products is lower than that of Heineken. The company
intends to maintain prices to ensure a competitive advantage. In addition, the company
also intends to adjust the price policy at certain times to be more suitable.
Price Strategies:
Competitive-pricing strategy: SABECO sets medium and low prices suitable for the majority
of Vietnamese people's incomes, and ensures the competitive advantage.
Discount-pricing strategy: SABECO will adjust its prices for customers who pay ahead of
time and buy in bulk. Cash discount is a discount for customers who buy and pay in full
immediately. Quantity discounts are discounts for customers who buy products in bulk.
Product line pricing strategy: SABECO often produces many types of beer products and
items, not a single thing. They differ in brand, form, size, features... so they are priced at
different scales.
PLACE
Traditional channel
Currently, SABECO's product lines are present at more than 100,000 points of sale spread
across the country. The company also contributed capital to establish 10 regional trading
companies at key locations and has a network of 39 branches and warehouses in many
different locations. It can be seen that SABECO is always cautious in conquering and
dominating the market to maintain its No. 1 position in terms of domestic beer market share.
Along with the growth of the group, Sabeco has boosted exports to new markets. Up to now,
Sabeco has set foot in more than 30 countries on 5 continents around the world.
Modern channel
SABECO also puts its products in supermarkets and convenience stores such as Mega Market,
BigC, Vinmart, Circle K,... However, trading activities on e-commerce platforms is not SABECO's
strength. In detail, it does not genuinely distribute beer products on popular platforms such as
Lazada or Shopee.
Channel Organization
SABECO's distribution channel system is organized according to the Conventional Marketing
Channel (CMC). With the warehouse system in many different locations in the country,
SABECO's products are brought to consumers through agents and retailers across the country
such as restaurant systems, eateries,…
28
IMC PLAN
full of
their
INSIGHT
INSIGHT
vities.
The young generation is always full of enthusiasm and

logical energy, not just in their work but also in all kinds of fun
of life activities. However, the busyness and psychological
ushing issues arising from the pressures of life have created
in the social divisions, pushing young people into a state of
being in the middle of a loneliness epidemic. For that
reason, breaking down all the barriers between people and
bringing them closer together is necessary.
arriers
closer
BIG IDEA
Clear out the distance!
KEY MESSAGE Connect people with people in-person
29
ACTION PLAN
Supporting
Phase Keyhook Objectives Time KPI
Tactics
- Attract the target - Approach about

Tiktok/ Reels customer about the 300,000 people -
Challenge: Making/ challenge- Raise 10/6- About 1000 people KOLs, PR, Ads, Social
Trigger Having local dishes brand awareness on 15/7 join the trend - Get media
with Saigon Beer both online and 1500 likes on
offline platforms. fanpages
Festival: Food - Attract potential

Festival and EDM customers.- Raise 30/7 - Approach about
Engage Festival in Hanoi brand awareness on 500,000 people-
Social media,
both online and About 10,000 people
ment + offline platforms.- attend at the festival-
Articles, Ads,
Festival: Food Billboard, OOH
Amplify Festival and EDM Create a space for Get about 5000 likes
young people to 30/8 on fanpage
Festival in HCM city
socialize and relax.
Phase 1: Tiktok/ Reels challenge

Objective: To attract young people to pay attention to
the theme of the event: A food and music festival
Activity: Viral video
Platforms: Tiktok, Instagram, Facebook
Content: Each person makes a video about making a
dish that is suitable for a drinking meal and the videos
have to include their local/ cultural dish.
Rules:
1 Like = 2 points
1 Share = 3 points (Each account can only share)
1 VALID Comment = 3 points (Tag 2 friends in 2 other
teams with a message
Prize: based on the interactions of the videos.
1 first prize
1 lucky prize (for whom got the lucky number)
4 second prizes
15 third prizes
30 consolation prizes
Tools:
Social Media: Posts the information on Fanpage, Groups, and Content seeding.
PR articles: Articles on online newspapers/ online communities for young people.
TikTok/ Reels: Cooperate with some KOLs/ Influencers that are familiar with young
people.
Booking KOLs: Châu Bùi, Huy Trầ n, Dino Vũ
30
Phase 2: Festival
Objective: Tools:
Moreover, this event establishes a space Facebook/ Youtube ads: Promote about the
for the young to enjoy, relax and interact event.
with each other through music and Gift: Free 1 Saigon beer can
cuisines. PR articles:
Activity: Food festival and EDM Articles on online newspapers/ online
Festival community for young people.
Place: TikTok/ Reels: Sharing the moments of the
Hanoi event.
Ho Chi Minh city Booking KOLs: Benjamin Tran, Dustee
Time: Nguyễ n, DJ Mie, Misthy, Thầ y Beo U40,
Hanoi will take place on 30th July. CiiN…
HCM city will take place on 30th OOH marketing: placing OOH billboards in
August large buildings, bus stops, malls, and
Ranges of tickets: elevators.
Early access: 1.000.000 VND
(check-in before 19h30)
General Admission: 1.700.000
VND (check-in anytime)
Timeline:
Food Festival: 15h-19h
EDM Festival: 21h-0h
Star guests:
MC: Thanh Trung
DJ: R3hab, Yellow Claw, Afrojack,
Steve Aoki
Singer: Hoang Thuy Linh,
Spacespeaker (for HCM city show),
HIEUTHUHAI, TLinh, LowG, Dalab
(for Hanoi show)
31
GANCHART
32
BUDGET
PHASE 1: TRIGGER
No Category Description Expected cost(VND)
Article VnExpress, Vietnamnet, Kenh14,

1 200 million
booking Tuoitrethudo, Laodong, Tapchicongthuong
Eat Clean Hong - Thu Nhi, Huy Trầ n, Dino

2 Booking KOLs 400 million
Vũ…
Community Fanpage/ groups that love and care about

3 sites/ Fanpage Vietnamese cuisine, Brand Vietnam, 300 million
booking CafeF…
4 Launching ads Facebook and Tiktok 800 million
Prizes for the 50 cash and in-kind prizes (Macbook,

5 200 million
challenge iPhone 13 Pro Max,...)
6 Incurred cost (10%) 190 million
Total 2 billion 90 million
PHASE 2: ENGAGE & AMPLIFY
No Category Description Expected cost(VND)
Article VnExpress, Vietnamnet, Kenh14,

1 200 million
booking Tuoitrethudo, Laodong, Tapchicongthuong
Benjamin Tran, Dustee Nguyễ n, DJ Mie,

2 Booking KOLs 800 million
Misthy, Thầ y Beo U40, CiiN…
Community
Fanpage/ groups about the community that
4 sites/ Fanpage 300 million
love festivals EDM, CafeF, Beatvn…
booking
5 Launching ads Facebook and Tiktok 1 billion
OOH
6 Billboard, Street furniture 400 million
Advertising
33
Food Festival and EDM Festival
Hang Day Stadium, Saigon
7 Venue of the event 30 billion
Exhibition and Convention Center
8 Printing Standee, Banner, Poster,... 50 million
Receptionist, staff, security guards,

9 Staff 200 million
camera men…
10 Logistics Transport the necessary facilities 1 billion
All stage Sound and light system, stage,

11 8 billion
techniques screen, background…
12 Hiring MC Thanh Trung 300 million
R3hab, Yellow Claw, Afrojack, Steve

13 Hiring DJ 80 billion
Aoki…
Hoang Thuy Linh, Spacespeaker,
14 Hiring Singers 10 billion
HIEUTHUHAI, TLinh, LowG…
Barbecue stalls extend from grilled
pork belly to chicken wings, grilled
Setting up food
15 octopus or mixed salad, typical 300 million
stalls
food stalls of regions across the
country and abroad...
Saigon Beer Saigon Lager, Saigon Special,
16 500 million
products Saigon Chill
Setting up
17 Beer backdrop, Beer milestone… 80 million
photography area
Mini-game GameZone area, fighting game to

18 200 million
activities with gifts hunt for attractive gifts
19 Incurred cost (10%) 13 billion 333 million
TOTAL 146 billion 663 million
==> Total estimated budget for the whole campaign: 148 billion 753 million VND
34
RISK ANALYSIS
LEVEL
PHASE RISK DETAIL SOLUTION
OF RISK
The campaign will not Providing clear instructions and
be optimized if the guidance to facilitate video
Inadequate
participants
number of ★★★ production.- Mass seeding-
participants doesn't Calling for employees to
reach the target. participate in.
Kols' personal
problems due to
Providing contracts in which
1 unforeseen
Kols-related
incident
circumstances will ★★ highlights provisions in case the
KOL is unable to participate or
make the program
breaches the contract.
and the number of
participants suffer.
The public should be informed to

Community
responses
Misleading about
challenge's goals
★★ assess issues objectively-
Examining video sources
Security Violence, theft, ... ★★★ Enhancing and reinforcing

security and protection in areas
Thoroughly checking the weather
conditions.- Arranging sheltered
Bad weather will
Weather impact on activities of ★★★ areas for rain protection.-
Providing raincoats for
the festival
attendees.- Preparing back-up
plan
2 Setting up trash cans in multiple
Environmental
problems
Littering ★★★★ locations for convenience.- A
cleaning crew should clean up
when the trash can is full.
Unanticipated
Careful preparation of service
occurrences such as
Food safety food sickness, ★★ and food to ensure quality.-
Providing medical space for food-
allergies, or improper
related issues.
food
35
RISK ANALYSIS
LEVEL
PHASE RISK DETAIL SOLUTION
OF RISK
- Substitute Artists: Event
curators should have alternative
artists to ensure high quality.-
Change the timeline: Organizers
can change the timeline
Performers'
problems
Sudden cancellation,
absence,...
★★★ depending on the absent artist.-
Make a contract: A contract
outlining the time, place, and
compensation for damage should
be made to foster trust and
certainty.
2
- Handling the budget and

assigning funds to each item in a
Budget
Costs exceed the
budget
★★★ reasonable manner-
Collaborating with a number of
other sponsors to minimize costs
Traffic congestion,
Post-festival-
related issues
accidents after using ★★★★ Collaborating with car businesses
and night driving services
alcohol,...
36
REFERENCES
WEBSITES
About Us (no date) SABECO. Available at: https://www.sabeco.com.vn/en-US/about-us
(Accessed: May 1, 2023).
VietNamNet News (no date) Hành Trình Khẳng định Vị Thế thương hiệu Việt Của Sabeco,
VietNamNet News. Available at: https://vietnamnet.vn/hanh-trinh-khang-dinh-vi-the-
thuong-hieu-viet-cua-sabeco-2135331.html (Accessed: May 1, 2023).
Person (2022) Sabeco nỗ lực đưa kinh Doanh Tăng trưởng Trở Lại, thanhnien.vn.
https://thanhnien.vn. Available at: https://thanhnien.vn/sabeco-no-luc-dua-kinh-doanh-
tang-truong-tro-lai-1851446478.htm (Accessed: May 1, 2023).
Sabeco Ra Mắ t Diện Mạo Mới Của Thương Hiệu bia saigon (no date) SABECO. Available at:
https://www.sabeco.com.vn/truyen-thong/tin-tuc-su-kien/sabeco-ra-mat-dien-mao-moi-
cua-thuong-hieu-bia-saigon (Accessed: May 1, 2023).

Vietstock (2022) Thị Trường Bia Tươi Sắ c Trở Lại, Vietstock. Vietstock. Available at:
https://vietstock.vn/2022/08/thi-truong-bia-tuoi-sac-tro-lai-768-989835.htm (Accessed:
May 1, 2023).
Phương, M. (2023) Người Việt Tiêu Thụ Bia Hàng đầ u Asean Giúp Bia Sài Gòn Lãi Kỷ Lục,
thanhnien.vn. https://thanhnien.vn. Available at: https://thanhnien.vn/nguoi-viet-tieu-
thu-bia-hang-dau-asean-giup-bia-sai-gon-lai-ki-luc-185230201085007138.htm
Cafef (no date). Available at: http://images1.cafef.vn/download/051216/sab-bai-gioi-
thieu-niem-yet.pdf (Accessed: May 1, 2023).
VietNamNet News (no date) Habeco VÀ SABECO: 'cuộc 'so găng' Giữa Hai đố i Thủ Ngành
Bia, VietNamNet News. Available at: https://vietnamnet.vn/habeco-va-sabeco-cuoc-so-

gang-giua-hai-doi-thu-nganh-bia-
2066425.html#:~:text=Qua%20nhi%E1%BB%81u%20n%C4%83m%2C%20th%E1%BB%8B
%20tr%C6%B0%E1%BB%9Dng,%C4%91%E1%BA%A3o%20hai%20h%C3%A3ng%20c%C3
%B2n%20l%E1%BA%A1i (Accessed: May 1, 2023).
37
REFERENCES
WEBSITES
About Us (no date) SABECO. Available at: https://www.sabeco.com.vn/en-US/about-us
VietNamNet News (no date) Hành Trình Khẳng định Vị Thế thương hiệu Việt Của Sabeco,
VietNamNet News. Available at: https://vietnamnet.vn/hanh-trinh-khang-dinh-vi-the-
thuong-hieu-viet-cua-sabeco-2135331.html (Accessed: May 1, 2023).
Person (2022) Sabeco nỗ lực đưa kinh Doanh Tăng trưởng Trở Lại, thanhnien.vn.
https://thanhnien.vn. Available at: https://thanhnien.vn/sabeco-no-luc-dua-kinh-doanh-
tang-truong-tro-lai-1851446478.htm (Accessed: May 1, 2023).

Sabeco Ra Mắ t Diện Mạo Mới Của Thương Hiệu bia saigon (no date) SABECO. Available at:
https://www.sabeco.com.vn/truyen-thong/tin-tuc-su-kien/sabeco-ra-mat-dien-mao-moi-
cua-thuong-hieu-bia-saigon (Accessed: May 1, 2023).
Vietstock (2022) Thị Trường Bia Tươi Sắ c Trở Lại, Vietstock. Vietstock. Available at:
https://vietstock.vn/2022/08/thi-truong-bia-tuoi-sac-tro-lai-768-989835.htm (Accessed:
May 1, 2023).
Phương, M. (2023) Người Việt Tiêu Thụ Bia Hàng đầ u Asean Giúp Bia Sài Gòn Lãi Kỷ Lục,
thanhnien.vn. https://thanhnien.vn. Available at: https://thanhnien.vn/nguoi-viet-tieu-
thu-bia-hang-dau-asean-giup-bia-sai-gon-lai-ki-luc-185230201085007138.htm
Cafef (no date). Available at: http://images1.cafef.vn/download/051216/sab-bai-gioi-

thieu-niem-yet.pdf (Accessed: May 1, 2023).
VietNamNet News (no date) Habeco VÀ SABECO: 'cuộc 'so găng' Giữa Hai đố i Thủ Ngành
Bia, VietNamNet News. Available at: https://vietnamnet.vn/habeco-va-sabeco-cuoc-so-

gang-giua-hai-doi-thu-nganh-bia-
38
VietNamNet News (no date) Sabeco Hiện đại Hóa Quản Trị Sản xuấ t, Hướng đến phát
triển Bề n Vững, VietNamNet News. Available at: https://vietnamnet.vn/sabeco-hien-dai-
hoa-quan-tri-san-xuat-huong-den-phat-trien-ben-vung-586189.html (Accessed: May 1,
2023).
Dung, T.sỹ Đ.T. and cáo, L.Q. (2023) Quy định Mới Nhấ t Của Pháp Luật về Quảng Cáo
Rượu, bia, Luật Dương Gia. Available at: https://luatduonggia.vn/quy-dinh-cua-phap-luat-
ve-quang-cao-ruou/ (Accessed: May 1, 2023).
Final edited road law 31 - mt.gov.vn (no date). Available at:

https://www.mt.gov.vn/Images/FileVanBan/final%20edited%20road%20law%2031.PDF
Nguyen, M.-N. (2022) Vietnam: Leading beer producers based on Market Share 2021,
Statista. Available at: https://www.statista.com/statistics/1275810/vietnam-leading-
beer-manufacturers-based-on-market-share/ (Accessed: May 3, 2023).
-, N.T. (2022) Việt Nam Nằ m trong top quố c gia tiêu thụ nhiề u Bia Nhấ t Thế Giới, Nhịp
số ng kinh tế Việt Nam & Thế giới. Available at: https://vneconomy.vn/viet-nam-nam-

trong-top-quoc-gia-tieu-thu-nhieu-bia-nhat-the-
gioi.htm#:~:text=sau%20Trung%20Qu%E1%BB%91c.-,Vi%E1%BB%87t%20Nam%20x%E1
%BA%BFp%20th%E1%BB%A9%209%20th%E1%BA%BF%20gi%E1%BB%9Bi%20v%E1%B
B%81%20l%C6%B0%E1%BB%A3ng%20bia,8%20v%C3%A0%2096%2C1%20l%C3%ADt
2022 (no date) SABECO. Available at: https://www.sabeco.com.vn/en-US/2022-1#!
Baotuoitre (2020) Sabeco Chinh Phục người Tiêu Dùng Việt Bằ ng Hành Trình phát triển
bề n vững, TUOI TRE ONLINE. Available at: https://tuoitre.vn/sabeco-chinh-phuc-nguoi-
tieu-dung-viet-bang-hanh-trinh-phat-trien-ben-vung-20200622145420645.htm
BỘ Văn Hóa, Thể Thao và du lịch và Sabeco công BỐ Chương Trình Hợp Tác Năm 2022, Ra
Mắ t Chương Trình "Việt nam thắ ng vàng" (no date) SABECO. Available at:
https://www.sabeco.com.vn/truyen-thong/tin-tuc-su-kien/bvhttdl-sabeco-mou
39
Craft beer brewing in Vietnam: Market overview (2023) Vietnam Briefing News. Available
at: https://www.vietnam-briefing.com/news/vietnams-craft-beer-industry-
2022.html/#:~:text=Vietnam's%20beer%20consumption%20as%20of,ASEAN%20region%
20for%20beer%20consumption (Accessed: May 3, 2023).
Mộc, B. (2021) Doanh Thu Sabeco Ngày càng BỊ Heineken BỎ xa, Thị Phầ n Lớn Hơn nhưng
Lãi Chỉ Bằ ng Nửa, Kênh thông tin kinh tế - tài chính Việt Nam. https://cafef.vn. Available
at: https://cafef.vn/ve-tay-thaibev-doanh-thu-sabeco-ngay-cang-thut-lui-so-voi-
heineken-thi-phan-lon-hon-nhung-lai-chi-bang-nua-2021081316423239.chn (Accessed:
May 3, 2023).
Sabeco và Hành Trình giữ trọn Hương vị bia tươi mới (no date) SABECO. Available at:
https://www.sabeco.com.vn/truyen-thong/tin-tuc-su-kien/sabeco-va-hanh-trinh-giu-
tron-huong-vi-bia-tuoi-
moi#:~:text=SABECO%20nh%E1%BA%ADp%20kh%E1%BA%A9u%20c%C3%A1c%20nguy
%C3%AAn,v%E1%BB%9Bi%20ch%E1%BA%A5t%20l%C6%B0%E1%BB%A3ng%20%E1%BB
%95n%20%C4%91%E1%BB%8Bnh (Accessed: May 3, 2023).

Thời báo Tài chính Việt Nam (no date) Sabeco Tài trợ lễ Hội du Lịch - Văn Hóa Việt Nam tại
hàn quố c 5 tỷ đồ ng, Thời báo Tài chính Việt Nam. Available at:
https://thoibaotaichinhvietnam.vn/sabeco-tai-tro-le-hoi-du-lich-van-hoa-viet-nam-tai-
han-quoc-5-ty-dong-114785.html (Accessed: May 3, 2023).
Tạp chí Tài chính Doanh nghiệp (no date) SABECO VÀ Habeco Ghi nhận lãi năm 2022 đạt
kỉ Lục, Tài chính doanh nghiệp. Available at: https://taichinhdoanhnghiep.net.vn/sabeco-
va-habeco-ghi-nhan-lai-nam-2022-dat-ky-luc-d36299.html (Accessed: May 3, 2023).

Vietnam's F&B industry: Market trends and consumer preferences (2022) Vietnam
Briefing News. Available at: https://www.vietnam-briefing.com/news/vietnams-food-and-
beverage-industry-market-trends-demographics-consumer-preferences.html/
Trung/, T. (2022) Giới trẻ Việt đang chủ động Tận Hưởng Cuộc Số ng, Tuổi trẻ và Pháp luật.
https://phapluat.tuoitrethudo.com.vn/. Available at:
https://phapluat.tuoitrethudo.com.vn/gioi-tre-viet-dang-chu-dong-tan-huong-cuoc-
song-67564.html (Accessed: May 4, 2023).
40
a280004 (2022) Chiế n lược marketing CỦA SABECO: Thương Hiệu Bia made in Việt Nam,
MISA AMIS. Available at: https://amis.misa.vn/33785/chien-luoc-marketing-cua-sabeco-
thuong-hieu-bia-made-in-viet-nam/ (Accessed: May 4, 2023).
Bích, N. (2022) Chiế n Lược Marketing Của Sabeco: Xứng Danh "ông lớn" Ngành Bia, Nhà
Hàng Số . Available at: https://nhahangso.com/chien-luoc-marketing-cua-
sabeco.html#52_Chien_luoc_Marketing_ve_gia_Price (Accessed: May 4, 2023).

Chiế n Lược Marketing Của Sabeco - Bia Việt và Tham Vọng Ra Biển lớn (2021) Dứa Vàng.
Available at: https://duavang.net/chien-luoc-marketing-cua-sabeco/ (Accessed: May 4,

2023).
Chiế n lược marketing CỦA SABECO - thương hiệu đố i đầ u với hãng Ngoại nhập (2020)
MarketingAI. Available at: https://marketingai.vn/chien-luoc-marketing-cua-sabeco-lieu-

co-du-tam-doi-dau-voi-hang-ngoai-nhap/#San_pham_cop_mac_Premium (Accessed: May
4, 2023).
Solving the Gen-Z loneliness epidemic (2023) Westerngazette. Available at:
https://westerngazette.ca/culture/solving-the-gen-z-loneliness-
epidemic/article_66f8e7d2-abf5-11ed-a18c-
97561c746ae2.html#:~:text=New%20studies%20suggest%20Generation%20Z,later%20a
nd%20having%20less%20sex. (Accessed: May 4, 2023).
Phân phố i (no date) SABECO. Available at: https://www.sabeco.com.vn/phan-phoi

Thị trường bia đang phân chia theo địa bàn như thế nào? (2016) Brands Việt Nam.
Available at: https://www.brandsvietnam.com/11051-Thi-truong-bia-dang-phan-chia-
theo-dia-ban-nhu-the-nao (Accessed: May 4, 2023).
Bia Saigon nỗ lực giữ vững vị thế thương hiệu Việt (2022) VietNamNet. Available at:
https://vietnamnet.vn/bia-saigon-no-luc-giu-vung-vi-the-thuong-hieu-viet-2079241.html
Doanh số bia của Việt Nam giảm ít nhấ t 25% (2020) Trung tâm Tin tức VTV24. Available
at: https://vtv.vn/kinh-te/doanh-so-bia-cua-viet-nam-giam-it-nhat-25-
20200122084717531.htm (Accessed: May 4, 2023)
41
Thói quen uố ng bia của người Việt đã thay đổi đáng kể thế nào? (2018) Dân trí. Available
at: https://dantri.com.vn/doi-song/thoi-quen-uong-bia-cua-nguoi-viet-da-thay-doi-dang-
ke-the-nao-2018042619194049.htm (Accessed: May 4, 2023).
Cuộc chiế n ngành bia: 'Ông lớn' nội lép vế (2022) VietNamNet. Available at:
https://vietnamnet.vn/habeco-va-sabeco-cuoc-so-gang-giua-hai-doi-thu-nganh-bia-

BOOKS
Documents of the 13th party Congress (2021). Hà Nội: Nhà xuấ t bản Chính trị quố c gia Sự
thật.
Vũ Huy Thông (2014) Giáo trình Hành Vi Người tiêu dùng. Hà Nội: Nhà xuấ t bản Trường đại
học kinh tế quố c dân.
PhD THESIS
DSpace JSPUI (no date) Thư viện trường Đại học Kinh tế Đà Nẵ ng: Home. Available at:
http://thuvien.due.udn.vn:8080/dspace/ (Accessed: May 1, 2023).
42

Exceutive Summary

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Exceutive Summary

Uploaded by

Copyright:

Available Formats

Group 2

1 Nguyễ n Ngọc Hà 11218588 100%

2 Đặng Thị Khánh Huyề n 11212663 100%

3 Hà Bảo Linh 11219717 100%

4 Trầ n Ngọc Linh 11218592 95%

5 Nguyễ n Thuỳ Linh 11213349 100%

6 Đỗ Nguyên Phương 11214743 100%

7 Vũ Trí Gia Thành 11215335 95%

8 Hoàng Thị Phương Thảo 11215373 95%

This marketing plan is presented for Saigon Beer-Alcohol-Beverage

Recognizing the diversity of Vietnamese cuisine and the drinking culture of

STRATEGY & TACTICS 24

Besides, Vietnam also is among the top ten beer

In 2020, the Vietnamese beer market was

33% compared to the same period, with nearly 100%

SAIGON BEER HAS DEVELOPED 8 TYPES OF PRODUCTS

HERITAGE BRAND SOCIAL RESPONSIBILITY

HIGHLIGHTS FINANCIAL INDICATORS 2022

NET REVENUE PROFIT AFTER TAX

Previously, people in our country only

Ratio of middle class in Vietnam's economy

Plants built in 2010 all apply RO water treatment technology with

STT BRAND NAME PRICE (VNĐ)

SABECO’S CONTRIBUTIONS TO VIETNAM’S FIGHT AGAINST COVID-19

Having a community-oriented brand image

Sabeco 4.0 platform with company management

Wide distribution network

Products produced in each region may be “localized”

Vietnam demographic tendency

The government issued more strict regulations relevant to alcohol products

Changes in customer behavior

Exchange rate fluctuations

Criteria to choose suitable beers:

Ages From 22 - 29 From 30 - 39 From 40 - 49

Income 7-15 million VND 10 - 25 million VND 20 - 50 million VND

- They are managers

Brand Image Positioning

Geography Living and working in the North and South areas

Gender All genders

College student, may has a part-

- Income from 5 million

- Having graduated from school, is the age

personable Gen Z generation-

- Use a variety of social networking platforms: Facebook, Tiktok, Instagram,

- Easily impressed by youthful, vibrant brands, easily influenced by

Reach 2.000.000 access on social media.

Increase 20.000 followers and 6.000 likes on company fanpage

Saigon Special Beer

NAME IMAGE PRICE

9.000 VND/ 450ml bottle

13.500 VND/ 330ml can

16.000 VND/ 330ml can

The young generation is always full of enthusiasm and

KEY MESSAGE Conne﻿ct people with people in-person

- Attract the target - Approach about

Festival: Food - Attract potential

Phase 1: Tiktok/ Reels challenge

No Category Description Expected cost(VND)

Article VnExpress, Vietnamnet, Kenh14,

Eat Clean Hong - Thu Nhi, Huy Trầ n, Dino

Community Fanpage/ groups that love and care about

4 Launching ads Facebook and Tiktok 800 million

Prizes for the 50 cash and in-kind prizes (Macbook,

6 Incurred cost (10%) 190 million

KEY MESSAGE Connect people with people in-person