1

2
3
 TABLE OF CONTENTS

A. EXECUTIVE SUMMARY…………………………………………………………………… 5
B. MARKETING AUDIT………………………………………………………………………… 6
1. External analysis……………………………………………………………………………. 6
2. Internal analysis ……………………………………………………………………………..8
2.1. Internal factors ……………………………………………………………………………8
2.2. Current marketing mix …………………………………………………………………..10
3. SWOT analysis ………………………………………………………………………………11
C. MARKETING PROPOSAL………………………………………………………………….. 11
1. Marketing objectives………………………………………………………………………… 11
2. STP strategy…………………………………………………………………………………. 12
3. Product ………………………………………………………………………………………..12
4. Price…………………………………………………………………………………………... 13
5. Place ………………………………………………………………………………………….13
6. Promotion…………………………………………………………………………………….. 13
7. People………………………………………………………………………………………… 15
8. Process ……………………………………………………………………………………….18
9. Physical evidence…………………………………………………………………………… 19
10. Action plan………………………………………………………………………………….. 19
11. Budget allocation…………………………………………………………………………… 20
D. MEDIA PLAN…………………………………………………………………………………20
1. Media objectives………………………………………………………………………….. 20
2. Campaign insights…………………………………………………………………………21
E. Reference list……………………………………………………………………………….. 26

A. EXECUTIVE SUMMARY

4
At the outset, Saigon Beer - Alcohol - Beverage Joint Stock Corporation, abbreviated as
SABECO (Saigon Beer-Alcohol-Beverage Joint Stock Corporation), is a joint-stock enterprise in
Vietnam. Although it is a joint-stock company, the state still holds nearly 90% of the charter
capital of this enterprise. With 145 years of establishment and development, SABECO
Corporation can be recognized as a big boss possessing enormous amount of assets with
excellent quality in not only the Vietnamese beer industry but also international ones. Up to the
present, seven beloved products are in the hands of SABECO, such as Saigon Special Beer,
333 Beer, etc. Most notably, Saigon Beer and Beer 333 are still on the journey of leading
beverage companies to conquer the markets from Germany to Japan and so on. Taking quality
as the most pivotal factor, SABECO has always released and researched outstanding product
lines, which brings the best experience for customers. Besides, it can be said that the scale of
production is large, SABECO possesses 26 breweries all around Vietnam with a myriad of
cutting-edge technologies in the production and transportation process. Nearly 8,000 employees
are trained with mastery of professional expertise and knowledge, as well as to continually
improve and study hard in order to progress. SABECO's vision is to " Develop SABECO to
become the leading beverage group in Vietnam, having firm foothold in regional and
international markets. ". Up to the present, the company has been on the road to not only
constantly fulfilling our vision and mission but also progressing further than expected, and
eventually obtained a multitude of remarkable accomplishments such as topping the chart in the
list of beer businesses.

In this contemporary society, especially in the severe period of COVID-19, it came to the major
citizens’ attention that the issue of health is the top priority leading to more awareness of the
importance of well-being. Moreover, annually, the mortality rate due to alcoholic drinks like beer
witnesses an exponential figure resulting in a shrinking number of beer consumers. As a result,
our primary goal is to develop a new organic brand that not only ensures health but also fulfills
the fresh beer taste.Moreover, the market for organic beer seems to be new and less
competitive. Thus, there are the prime reasons why our Beero beer was born and became a
new partner accompanying healthy customers.

Our pivotal mission is " Satisfying and meeting the needs of beverages under the international
food safety standards "Food hygiene and safety and environmental protection ``''. Therefore,
with the breadth of experience throughout more than a century, SABECO endeavors to continue
affirming our reputation in the competition by producing and releasing better-than-expected
organic products at the international level.

Subsequently, we propose a series of detailed marketing plans from marketing audit to media
plan, which contributes to providing insights on adequate and effective strategies as well as
alleviating risks during the operation period. Our marketing plan is about to be informed and
operated with a budget of approximately 18,000,000 billion VND within around two years.

B. MARKETING AUDIT
1. External analysis : SABECO PESTLE

Political
Whether Vietnam can be seen as a country with relative political stability opens various
5
opportunities for the development of SABECO. It might be impossible to discern any
political crisis or any presence of violence and terrorism in Vietnam even when the
governor is changed. Therefore, Sabeco is at an advantage when opening and
accelerating the market.
In contrast, since the mortality rate due to beer overconsumption in Vietnam increased
exponentially a few years ago, the government aims to reduce alcohol consumption,
leading to a decrease in the frequency of alcoholic drinks, which may intimidate SABECO's
cash flow.

Economics
Vietnam has indicated a positive movement in economic growth leading to a higher
standard. According to Worldbank 2022, from 2002 to 2020, GDP per capita increased 2.7
times, reaching nearly 2,800 USD. Also during this period, the poverty rate (according to
the standard of 1.9 USD/day) dropped sharply from more than 32% in 2011 to less than
2%. By virtue of that, SABECO would gain advantages like generating more profit and
revenues in a prosperous market like Vietnam. Nevertheless, in the contemporary period,
COVID-19 came into being, leading to several stringent regulations about social distancing
and lockdown for medical measures, which might confine the stable development of
SABECO.

Social
Moreover, drinking can be considered an indispensable component and gradually become
a custom in many Vietnamese people’s everyday lives for celebrating. It might be
conducive for SABECO when approaching the high frequency of beer consumption.
Notwithstanding that, recently, this has fueled a heated debate about the advent of COVID-
19 leading to higher health awareness. This phenomenon wreaks havoc on the sustainable
development of SABECO as previously because alcoholic drinks might be less favorable.
Furthermore, thanks to the improved educational system in Vietnam, there are more
talented and professional employees for SABECO. Moreover, consumers who have a
greater level of awareness are more likely to favor quality whereas SABECO directs
special attention to quality. This is also the main reason why an organic brand can be born
in order to satisfy both high-evaluated quality and healthy features.

Technology
Foremost, Vietnam is a developing country accessing modern and cutting-edge
technology, especially improved production chains and increasing usage of social
networks. This is beneficial to SABECO because, with improved technology, the
corporation could develop new products, enhance product quality and production as well
as implement promotion and selling on digital platforms. However, being a developing
nation, Vietnam has several limitations in technology development. It can be not only not a
real struggle for SABECO but also a worthwhile opportunity when easily penetrating new
innovations into the market and receiving positive signs from customers.

Legal
Regarding legal factors, Vietnam has applied special tax rates to the beer industry with
approximately 35% of beer below 20 degrees alcohol. In 2020, the government officially
imposed a policy of increasing the tax rate in order to ensure health, which jeopardizes the
" wallet " of several large companies, especially SABECO. Whether the company might
have to carry out pricing policies to decline risks would take rolls on affordability.
Apart from that, alcohol prohibition for those under 18 years old constitutes a loss for
SABECO with limited customers. The Vietnamese government has tightened and
controlled the mortality rate due to beer overconsumption by putting forward a 100 Decree
for violations in traffic regulations. As a result, customers have a tendency to cut down on

6
their demand for alcoholic drinks.
Strikingly, Vietnam directs special attention to intellectual property laws, which can ensure
that SABECO is protected from imitation.
Besides, the issue of employment rights has been paramount when foreign businesses
decide to penetrate Vietnam. Vietnam has implemented stringent penalties on employment
laws such as ensuring employee rights, work environment safety, etc. Therefore, if
SABECO clings to effective plans with employees’ privileges, it might help in consolidating
their reputation. By contrast, if SABECO is derailed, it may encounter severe punishment
and a loss in reputation.

Environment
At the outset, it can be undoubted that the topic of the environment has been always
prevalent on the top of any newspaper or online platform leading to mushroomed concerns
about environmental impacts. Sticking to this prevalent trend, it can be an opportunity
when SABECO has gradually changed for the better with more environmentally-friendly
technology in production, delivery, and so on. To exemplify, understanding that the factor
of the environment has been indispensable, most factories are equipped with the
international system "Green Factory" including 3 criteria: fuel economy, high efficiency, and
especially zero-waste filtration system.
However, it can become a threat towards SABECO when adopting environmentally friendly
technology, waste treatment systems without meticulous and efficient supervision. This can
put SABECO on the verge of collapse because of being rotated around criticism and
complaints.

Porter’s Five Forces

Competitive rivalry: High

With over 145 years of establishment and development, Saigon Beer is the top brand
name in the Vietnamese beer business. Saigon Beer is a national brand and the 351st
member of the Berlin Beer Academy, which is considered one of the cradles of world beer
culture. Conversely, the beer market is always an appealing market, particularly to
Vietnamese consumers. Strikingly, the beer and wine markets are constantly viable in the
total consumer goods market, which accounts for 94% of total consumption. Turning to
7
details, alcoholic beverages are responsible for nearly 31% of the total beverage market.
For that, it is undisputed that SABECO will face numerous competitors, including
HABECO, Hadila, and, most notably, Heineken, in order to maintain its current position at
the top. To sum up, the race in the beer industry would absolutely be fierce.

Buyer power: High

For most companies, even large corporations, customers are the foundation embroidering
the development and continuation of companies. Thus, buyer power immensely influences
all products, services, and prices. Buyers with strong bargaining power may put sellers
under pressure to cut prices, enhance product quality, and provide more and better
services.

Supplier power: Low

The opposite can be seen in supplier power compared to buyer. In a developing society,
ingredients and materials might no longer be a setback for companies. SABECO can seek
and choose numerous suppliers that meet their requirements for better quality and cost
control.

Threat of Substitution: High

In a competitive market as the beer one, it can be said that the high threat of substitution
has been inevitable. There are numerous other brands to choose from: competitors
developing new products such as the 0% alcoholic beer of HEINEKEN, international
companies entering the market, etc.
Thus, this requires SABECO to always alter and affirm its reputation by releasing and
enhancing highly acclaimed and beloved products and services. For that, healthy products
such as organic beer can be a precise decision for a new movement.

Threat of new entry : Medium

Notwithstanding that Vietnam is an attractive beer market, most severe competitions are
rotated around local and national brands such as SABECO, HABECO, and so on. Due to
high tax rates for beer and setbacks in gaining market share from other experienced
competitors, international beer brands have not indicated a significant firm foothold or
indicated a quantum frog in the race. Consider Carlsberg as a telling example. Despite
having penetrated the Vietnamese market since 1993, the market share compared to two
local "brothers" as SABECO and HABECO remained subdued with only 8% in 2019
whereas SABECO and HABECO occupied 40,9% and 18,4% respectively. It can also pose
a threat to newly established national companies looking to enter the beer market.

2. Internal analysis
2.1 Internal Factors

Targeted ● Geographic : Mainly in Vietnam (S) Approach numerous

customer ● Demographic : amount of customers in a
Age : 18-40 country with young population
Gender: both men and women like Vietnam
Income : middle and low income
● Psychographic :
Class : Medium Class Customer
Lifestyle : normal, simple
Personality:unambitious,traditional

8
 ● Behavioral:
Frequency : low price, therefore, high frequency
Expected benefit : low price but qualified quality

Strategy ● “ Develop SABECO to become the leading beverage (S) Strong brand positioning
( Vision and group in Vietnam, having firm foothold in regional and within the Vietnamese market
Mission ) international markets. “
● Satisfy and meet the needs of beverages under the
international food safety standards “Food hygiene (S) Great product strategy to
and safety and environmental protection”. bring the better-than-expected
● Target the class of the young to the middle-age with quality to customer but highly
medium income affordable
● Develop Vietnam’s beverage industry to keep pace
with the world. (S) Great mission with a sense
● Promote the culinary culture of Vietnamese people. of community : SABECO not
● Actively participate in community activities only pays attention to
customers but also society at
large.

Productivity ● The average revenue was 35.000 billion VND and (S) Strong financial position
the average profit after tax was around 5000 billion among competitors
VND in the period from 2017 to 2019 (S) Can satisfy various needs
● SABECO has a large product line. of potential consumers
● SABECO has invested around 7 billion VND per day
in advertising and marketing. (S) Promote brand
● The company invested in a new canning line to productively
improve production and quality in 2019

(S) Accelerate manufacturing

efficiency and product quality

System ● Functional internal structure (S) Work efficiency in each

● Large distribution network both nationwide and departments
worldwide : 63 provinces and cities in Vietnam ; 35 (S) Strong brand positioning in
oversea countries global
(W) Communication and
coordination problems,
conflicts => uneffective
outcome

Tangible ● Manufacturing high quality products (S) Maximize profit

Value ● SABECO possesses 26 breweries with a myriad of (S) Renew reputation, affirm
cutting-edge technology in production and long-lasting reputation in
transportation process. market
● Nearly 8,000 employees with admirable experience (S) Build staff loyalty and
and speciality enthusiasm
● Sabeco incentives for employees
● Sabeco website

Intangible ● Build a professional and regular indigenous staff to (S) Reach the best work
Value focus on employee training programs. efficiency
● Committed and enthusiastic staff teams

2.2. Current marketing mix

Product ● Offer many brands, a wide range of products (S) satisfy various customers,
● New logo maximize revenue
● New product “ Saigon Chill “
● Package : glass bottle and aluminum can (S) capture attention of young

9
 ● Five product levels customers
Core benefit : satisfy thirst
Generic Product : Beer (S) ensure product quality when
Expected Product : Unique taste, high quality, reaching customers
safe and healthy beverages with no rice
Augmented Product Home delivery services
Potential Product : Lottery campaign and
lucky gift

Price ● Market penetration strategy (S) attract customers and achieve

● Product Line Pricing large market shares
(S) maximize revenue from all
customers segments
(W) negative signs, even forfeit
customers when increasing price

Promotion ● Advertisement on online platforms and e- (S) accessing major online

commerce customers at minimum cost

● Outdoor activities : festivals, product (S) claim customer reviews thanks to

introduction days engagement in outdoor activities
● Community activities : charities (S) build a great impression towards
Vietnamese dwellers
● Lottery and lucky games (S) encourage customer to buy more
● Lack of product trials (W) can not reduce the risk of new
purchase

Place ● Large distribution network both nationwide and (S) reach the maximum number of
worldwide customers
● Directly bought through hotline (S) convenience
● No selling websites (W) can not approach online
customers
(W) limited delivery locations

People ● Skillful employees system, especially (S) reach the work efficiency
professional beer experts (S) attract potential staff
● Committed consultants and sales people

Process ● Online shopping ( indirect ) (S) convenience

Step 1: Calling hotline (S) time-saving and money-saving,
Step 2: Listening advices and guidelines through reach the customer delight
hotline (S) experience product in person
Step 3: Selecting and ordering (W) waste money when commuting
● Offline stalls ( direct ) : often on several (W) Lack of direct ordering website
occasions
Step 1: Go to Sabeco official outlets, shops and
stalls
Step 2: Scroll around and seek your need
Step 3: Select and purchase

Physical ● Additional gifts when purchasing
evidence ● Deliverers’ uniforms and helmets
● Careful-covered products
● Eye-catching packaging
● Easily-recognized stall locations
(S) attract more customers, maximize
revenue
(S) strong brand identity
(S) bring the best quality for
customers, build customer loyalty

10
 3. SWOT analysis

C. MARKETING PROPOSAL
1. Marketing objectives

Tasks Purpose Requirement Deadline

Gain brand Affirm that Gain brand awareness of 70% of the January 2023
awareness Sabeco adult segments
of 70% of gradually direct
the adult special attention
segments to health and
environment

Gain brand Gain brand awareness of 80% December 2023

awareness
of 80%

Increase Minimum revenue of 29000 billion December 2023

revenue and dong and profit of 6000 billion dong
profit

Growing Affirm a strong Market share of around 50% and December 2023
market share brand position maintain in top 3 leading beer
within the company by
Vietnamese
market

Create social Promote brand ● Create Facebook page, Instagram March 2023
networks and product account, especially Tik Tok account
for the new brand and reach a
minimum of 1000 followers
● traffic to website reach to a
minimum of 200 average views per
day
● Create a Shopee, Lazada, Tiki
account and reach a minimum of

11
 5000 followers

2. STP strategy
● Segmentation :
The following table demonstrates which customer segment SABECO will be interested in :

● Targeting : SABECO is about to target for the young to the middle-age with
medium income, enjoy entertainment but also health conscious
● Positioning
SABECO positions the new product with distinct selling points that provide a sense of
luxury, organic features, and a new feel. Most strikingly, SABECO intends to release an
exclusive gift as unique-designed bags, which can be how SABECO defines incomparable
unique points.
The company conveys a positioning message through For partiers who are health
conscious, Beero is an organic beer that puts their health’s customer on the top priority. It
offers organic ingredients with 3% alcohol concentration but still a fresh taste bringing
every play unprecedentedly high feeling. "

3. Product
As far as product strategy is concerned, SABECO is going to implement diversification
including a new product as healthy beer and a new market as health conscious
customers.This strategy can assist them in expanding into markets and industries that they
haven't investigated before. Thanks to that, the business has an opportunity to discover
new sales avenues, and as a result, their revenues have the potential to skyrocket.
Besides, to be specific, the company does an autopsy on five product levels as following :

12
● Packaging design
SABECO uses golden lining in harmony with pure white as the main hue of packaging.
The golden dragon logo and houblon flower can be printed on the surface of packaging,
which contributes to easy brand identity as well as a sense of luxury and modernity.

● Brand name: “ BEERO “

The company is going to embroider the brand name inspired by the word " Beer " and
the letter " O " representing Organic which would be the final determinant of our beer.
Furthermore, the name " Beero " might be easily-remembered and interesting due to its
link to a cartoon character "Beerus" in the series Dragon Ball. This association brings a
sense of outstanding power as Beerus possesses, which contributes to affirming
SABECO’s firm footprint in the Vietnamese race.

● Test marketing
SABECO Corpo decides to implement test marketing by creating free product samples
and selling them at street, park, and supermarket stalls, then collecting feedback and
reactions to determine the feasibility of a new product or marketing campaign before
launching it on a large scale.In addition, the organization might give product samples as
bonus gifts when purchasing in grocery stores, restaurants, bars, and so on. For online
customers, product samples placed on old product boxes and kettles will come with a
QR code connecting to a link to a survey with a voucher or discount as a reward.

4. Price
Regarding the organic product line, SABECO can carry out a competition-based pricing
strategy. When the price in the same product line is fairly equitable, customers have a

13
tendency to follow the famous one whereas SABECO has been the big boss in the beer
industry. Thus, it can be said that sticking to this pricing strategy gains full advantages for
SABECO. Moreover, competition-based pricing might be simple, which assists SABECO in
easily estimating a price based on the market status without piles of research and surveys.
SABECO intends to adhere to market penetration which means using a cheaper price for
the new item to penetrate the market, then raising the price afterward. To be specific, the
company will begin at 12 000 VND which is slightly higher than the medium segment of
nearly 10,000 VND per can, and increase to 16, 000 VND later. The price of 16000 VND
can be higher than the price of the premium segment which is mostly in the range of
15000–20,000 VND per can.

5. Place
For offline shopping, SABECO proposes to continue adopting indirect distribution channels
through intermediaries. The company considers supermarkets, grocery stores, restaurants,
bars, etc as target intermediaries. The items will be distributed to level 1 retailers via a
regional trading business.
For online shopping, the corporation will implement direct distribution channels through e-
commerce platforms from the official SABECO website to others such as Shopee, Tiki,
Facebook, and so on.

6. Promotion
As far as promotion is concerned, most importantly , SABECO orientates its target audience as
customers and retailers.
● Planned marketing communication

Tools SABECO Purpose

Advertising SABECO implements advertisements
emphasizing organic and healthy factors
Digital:
● Commercial videos, article
advertisements in newspapers
● Advertisement banners on online
ordering sites such as Shopee and…
● Popup on websites
DRIP model (based on the
content of the advertisement)
● Differentiate – a healthy and
organic beer products with
reasonable price
● Inform - inform customer of
the new products

● Game ads ● Reinforce (later on): remind

people to care about health -
Print: Introduction in store magazine, > the product is organic and
leaflets healthy
Indoor: Banner, promotional sign,
independent stalls ● Persuade – discount
Outdoor: programs…
● Billboard

● Marketing stalls at events: festival…

● Introduction day
Social media:
● Facebook: fanpage for new
14
 products, facebook video ads
● Youtube: video ads

● Tiktok

● Instagram
….
Sales Applied on all selling platforms
● Encourage to buy more to
promotion
● Lucky Games win prize

● Discount for bundle buying (3) ● Encourage to buy more

for beneficial price
● Discount for special occasions
Sales promotion contributes to
● Loyalty card (1) encouraging to win prize by
purchasing product, thereby
● Accumulated discount voucher (2)
raising beer sales and revenue
● Buy a certain number of organic
beers to receive a special bag (tote
bag..)

Public Customer: ● Strengthen relationship

relation with retailers
● Retailers: Customer conference
Society: through sponsoring or organize ● Increase brand reputation
independently
● Charity projects
● Environmental projects: cleaning up
street , electric pole ornament and so
on
● Organize health events: Marathon run
(increase health awareness)

Personal For customers:

selling ● In-store: salesperson at the product ● Quick customer assistance
stalls (in supermarket, beer clubs,
bars and so on) ● Staff can also introduce and
● Online: online selling platforms – promote products
consulting service
● Telephone: hotline order with home
delivery service – customer care Better attending to retailers
needs and wants
For retailers: regional trading company will
introduce products to intermediaries and
retailers

15
(1) Loyalty card ( Online and Offline )

Figure 1. ACFC ‘s loyalty card on website [ acfc.com ]

(2) Accumulated discount voucher ( Online and offline )

Figure 2. Example of accumulated discount voucher

In the first step, each specified product box and kettle will be provided with a QR code
printed on a card. After purchasing, each customer will check the code linking to
SABECO's official website immediately and automatically gain 1 mark. Finally, at milestone
5/10/15 mark, customers can exchange for a prize: free new products or a discount.

(3) Discount for bundle pricing

With bundle pricing, customers will receive special discounts when purchasing a required
amount of organic beer. The second choice is a special additional organic beer when
purchasing other products. To illustrate, when customers purchase Saigon Special Beer,
they will get five organic beers. This approach contributes to not only maintaining
relationships with old customers and accelerating old products but also advertising new
products.

7. People
At the outset, being a famous beer brand in Vietnam with 146 years of establishment and
development, Sabeco's value foundation revolves around the human factor from customer
to employee. Up to the present, SABECO has possessed nearly 8,000 employees with
16
admirable experience and speciality. To gain these accomplishments, Sabeco first focuses
on ensuring a favorable working environment, emphasizing the open policy as well as
conducting regular and transparent communication to employees. In addition, the company
introduced a performance-based salary and bonus structure that aligns with industry
standards instead of just paying salary based on rank . This method aims to recognize
individual productivity and performance, encouraging employees to work more
productively. with not only 100% of their capacity, but also their full potential, up to 150-
200%. To sum up, SABECO policies about the employee system have been immensely
effective and admirable, however, to penetrate into the organic beer industry, SABECO
needs to add more detailed strategies. Therefore, SABECO should not only still stick to the
conventional employee system but also add several criterias in enhancing staff for the
better.
To reach the best outcome for the new product- organic beer, SABECO intends to alter
and enhance the staff system in the internal organization. Firstly, the most essential
element is that all hired staff need to age from 25 years old and have at least 1 years
experience in their domain. Apart from that, SABECO human resources might be always
selected rigorously and meticulously in the recruitment process through professional
training programs. For each position in the business, it is necessary to have qualified
employees and professional qualifications suitable for the job. That will help ensure the
business in the long run. Besides, SABECO puts forward separate criteria for hiring and
training towards distinct departments :
RnD and Production department
SABECO will prioritize a group of workers who are professional and experienced in
cooking beer and selecting good and non-alcoholic ingredients. They need to ensure that
the item with reasonable ingredients absolutely brings not only fresh taste, high feeling but
also ensures health.

Marketing department
Basically, due to the fact that the first deciding factor that all marketers have is creativity,
the most pivotal quality needed for a SABECO marketer is employees with creative
thinking and spirit to constantly bring the best products and the most effective application in
strategies. Furthermore, as a professional marketer, they must be adaptable and timely
flexible in order to keep up with trends, particularly those related to well-being and the
environment. Besides, hired marketers also have skills in encountering and overcoming
risks during the operation period. To summarize, SABECO needs to rely on these given
qualities in hiring and training processes in order to accelerate the efficiency of work.
Salespeople team and shipper team
Salespeople and deliverers in shops, beer clubs, etc are required to be skillful in tackling
customer problems as well as tactful in communication. They are qualified to have skills
and experience in reaching the delight of customers and building great impressions, which
contributes to maintaining strong relationships with customers as well as generating profit
and revenue.

Consultant team
Similarly, the consultant team is required to obtain qualities needed for salespeople and
shippers. Moreover, they need to access websites 24/7 and are experienced in technology
in order to control orders and respond to customers rapidly.

Management team
Generally, a management team with a higher hierarchy absolutely receives greater
responsibility. Therefore, human resources must be hardworking, responsible at work, and
always complete the assigned tasks. They are expected to supervise employees
strategically and effectively on a regular basis, then send performance reviews to the top

17
 management so as to precisely evaluate work efficiency as well as incentive and increment
if any.

8. Process
● Online selling websites ( Sabeco, Shopee, Lazada, and etc )
The process indicates whether the buying process operates effectively or not.
In the initial step, customers access SABECO's official websites, then seek their needs on
the search bar. Besides, there is a switchboard consulting in the corner of the website for
advice and guidance towards the SABECO website. To draw attention, an advertisement
of the new product with attractive gifts, eye-catching sales, and a countdown timer are
placed on top of the website. Subsequently, customers have a chance to select and
implement ordering their intended product. Next, if the purchase order is successful,
customers will get a loyalty card and a prize voucher for the next order. In the final step,
the order will be delivered to home in addition to a thank you card and a discount for the
new order. Moreover, each customer will receive organic beer as an additional gift when
purchasing a required number of other products.

● Offline stalls, shops

Towards offline stalls and shops, in the first step, customers commute to Sabeco official
outlets, shops, and stalls. Next, they have a chance to scroll around and seek their needs.
To draw attention to a new product, SABECO needs a poster with a big product trial event
or a big sale.
Following that, customers are required to do a customer review voluntarily, and then they
will have organic beer as an additional gift. Later, customers select and purchase, then
have a loyalty card and prize voucher at hand. Organic beer is an additional gift when
purchasing a required number of other products such as one or more boxes.

9. Physical evidence
Towards SABECO shippers, they will get a set including a uniform as well as a unique-
designed helmet. Turning to detail, both the uniform and the helmet can be designed with
the main tone hues like yellow and white as well as the corporation name "SABECO" in the
center.
Besides, SABECO provides discount cards and loyalty cards to each customer only when
reaching a required purchasing frequency or amount of product. All items have to be
carefully-covered, which aims to bring the best experience and quality to customers. Most
notably, SABECO intends to release a unique bag made by a famous fashion designer.

10. Action plan

18
11. Budget allocation

Activities Total cost Explain Source

Product Production cost 1,200,000,0 Production cost for 1 can of beer N/A
00 does not exceed 6,000 VND.
Expected to sell 200,000 cans of
Saigon Organic Beer by December
30th 2022.
Total cost : 6,000 x 200,000 =
1,200,000,000 VND

Promotio ● Physical advertisement 25,000,000, ● Television: https://

n ( flyers, posters, … )
● Radio advertisement
● Television advertisement
● Newspaper advertisement
● E-commerce website
advertisement
● Social media ads
● Marketing stalls
● Events ( participate and
self-organize )
000 - VTV1 channel, B3 time slot: lennguyenmedia.
30,000,000 VND/10 seconds com/bao-gia-
VTV1 channel, A2 time slot: 10 quang-cao-vtv-
seconds dai-truyen-hinh-
20,000,000 VND viet-nam-2022/
- VTV3 channel, D1 time slot: https://
15 seconds brandcom.vn/
7,500,000 VND bang-gia-quang-
- VTV3 channel, C4.1 1 time cao-bao-
slot: 12,500,000 VND/ 10 vnexpress-nam-
seconds 2020/
● Radio:
- VOVgiaothong : 10,400,000 https://radiovietn
VND am.com.vn/bang
- VOV: 10,800,000 -gia.html
- FM90MHZ : 5,000,000 VND/
60seconds
- 99,9MHZ: 7,500,000 VND (6-
11AM )
● Newspaper
- Vnexpress online newspaper,
health and lifestyle box, top 3
news 40,000,000 VND/ post
- Vietnamnet..
● E-commerce apps and websites:
- Shopee, Tiki , Lazada : Use
auction mechanism
● Social media
- Facebook, Tik Tok, Youtube:
Use auction mechanism
● Events
- Use facilities from previous
campaigns
- Based on the details for each

19
 event

Place Online selling website 34,200,000 Full website design package https://
based on the price list of Tran www.tranlegrou
Le Group p.com/

People ● Production team Based on the company’s training N/A

● Salesman plan and salary system
● Customer service staff

Process Online selling process Access the new official selling N/A
website

Physical SABECO uniform ( polo 22,500,000 Maximum budget https://

evidenc shirt + jacket + helmet ) Specific price is announced after maymacvina.co
e price quotation m/ao-thun-
Estimated : 300,000 VND/ set quang-cao/ao-
Design bag Estimated : 200,000 VND thun-quang-
cao-su-kien-
Loyalty card bia-sai-gon/
Prize voucher

Measures for monitoring and controlling

D. MEDIA PLAN
1. Media objectives
- Gain brand awareness about Beero as an organic but fresh beverage of 70% by
December 2023
- In Beero's new media plan, we opted to prioritize reach over frequency in order to
boost brand awareness in organic beer markets. According to the Ostrow's Model,
the plan's total reach will be between 70 and 75, with a frequency of 2 to 3 by
December 2023

Detailed objectives for digital media:

20
 2. Campaign insight
● Customer decision process
Stage 1: Need recognition
Generally, there are various important times that ignite the need recognition. Initially,
customers tend to realize their need for beer when products are promoted enough.
Understanding that advertisements immensely influence buyer decision, beer businesses
have started pouring money into making advertisements and marketing more eye-catching
and qualified. They have applied various strategies from posters in restaurants and bars to
screening commercial videos on online networking. Thanks to that, customers can easily
select and implement orders when recognizing what advantages the beer product
contributes to their wants and needs. Most strikingly, the need recognition is likely to be
high in the summertime when the need for satisfying thirst increases.
Besides, external factors play a paramount role on need recognition. Due to the fact that
the drinking culture has been ubiquitous in Vietnam, customers have a tendency to need
beer on occasion. Drinking beer in Vietnam comes hand in hand with crowded, fun, and
noisy gatherings. Because beer can be considered the life and soul of parties which can
gather people together, the need for beer on occasions such as the Tet holiday, birthday
celebrations, and so on might be high. Besides big gatherings, beer also appears as a
highlight and therapeutic medicine for everyday moments associated with many emotional
frames when customers feel heartbroken or blissful.

Stage 2: Information search

In the contemporary world, by virtue of advancements in technology and social media,
advertisements and popups for products might be rampant on online platforms. Large
businesses, one of which is SABECO, have invested much in digital advertising through
social media, radio, newspapers, and especially television. Therefore, all the information
about a specific product might be at the fingertips just through a " click ". Moreover,
customers might research information through outlets such as supermarkets, grocery

21
 stores, and so on. However, up to the present, SABECO has not possessed any official
store, which can be a limitation

Stage 3: Evaluation of alternatives

In the subsequent step, before making the final decision, consumers tend to assess all of
their product and brand selections on a scale of attributes that can provide the advantage
that the buyer is looking for. The choice of different beer brands depends on promotion and
reputation of distinct companies. To exemplify, according to buzzmetrics, on special
occasions like family reunions, birthdays, and so on, Heineken can be the top priority
owing to its well-known brand and an assumption that Heineken is a beer brand for family-
oriented people through advertisements. Customers depend on sources of information
through social media, articles, television, and so on so as to take every factor into
consideration.
● The table indicates a myriad of prevalent media in the present society.

Trends

Social media Facebook, Twitter , Tik tok, and etc

Television News channel, Sport channel(VTV1, VTV2,…)

Online selling website Shopee, Lazada, Tiki…

Blog

Digital newspaper

● Media compared to other competitors : Heineken, Habeco

Consider HABECO and Heineken as two competitors. Regarding media, towards online
platforms, all three big bosses investigate the most on digital marketing through article
advertisement, commercial video on television or social media like Facebook, Tik Tok, and
etc. Moreover, unlike Heneiken, HABECO and SABECO pay attention to online selling
websites like Shopee, Tiki, Lazada, and so on which are e-commerce platforms enjoyed
most currently.

Segmentation and targeting

22
Offer message development and creative
Content marketing
Message: “ For partiers who are health conscious, Beero is an organic beer that puts their health’s
customers on the top priority. It offers organic ingredients with 3% alcohol concentration but still a
fresh taste bringing every play unprecedentedly high feeling. So Beero is a magic cementing
relationship. The more connect, the more happiness is fully impeccable
Slogan: “ Beero hôm nay, sức khỏe ngày mai “

Media Channel & Idea Justification

Radio Channel: VOV1 · 2 VOV2 · 3 VOV3 · 4 VOV4 Target customers : the young to
Idea : the elderly
Kids' desire on occasions such as Tet holiday, Occupation : driver
birthday, and so on is hanging out with parents. SABECO Objective : raising
However, their parents are always dizzy, which health awareness
makes kids sad. Therefore, the advent of organic One-to-many marketing
beer can be a magic cementing relationship communication
between family and friends. They not only are able From one-to many to one-to -
to have fun but also spend quality time with their some and one-to-one
beloved people.
From one-to many to many-to-
many communications
From lean back to lean forward
- Do objectives

Interactive dialogues

Television Channel: VTV1, VTV3, VTV6, HTV2 One-to-many marketing

Idea: SABECO takes Avengers as the main communication
characters on advertisement. After defeating
enemies, the Avengers team wants to drink beer
at party but they are health conscious, therefore,
their best choice is Beero - organic beer. While
they are having fun, breaking news about a new
23
 enemy appears. Then, they feel that organic
beer is an invisible energy making them “ Up like
Dragon . Power like Dragon “. Subsequently,
they are on the journey to delivering Beero to
dizzy drivers, incohesive families and so on.

Internet -Selling website : initially operates in Hanoi and

Ho Chi Minh city. This official website
provides product images, prices and
information. SABECO sets up the website
based on Shopee with review tables and
stars. Customers are able to apply discounts,
then add to cart and order through ship COD
or bank account. As well as, customers can
keep track of the transport process and
delivery date.
-Articles on digital newspaper
-Popup and online banner on websites
-Idea: a vast barley field with the organic beer
and slogan at the center

Smartphon Messengers about events, discounts and big One-to-many marketing

e sales communication

Social Chanel : Facebook, Tik Tok,...

media Ideas:
● Online banner is designed with a vast
barley field with the organic beer and
slogan at the center
● Commercial video like Avengers content
Technique:
● Games, giveaway, lotteries
● Duet with KOLs in Tik Tok

Outdoor - Outdoor banners are placed on One-to-many marketing

(offline) supermarkets, freeways communication
- Posters are placed in bars, supermarkets,
beer clubs
- Idea: a vast barley field with the organic
beer and slogan at the center

Budgeting and media mix

Media type Budget (Mil. VND) Media mix (%)

Radio 500,000,000 3,3%

Television 5,000,000,000 33,1%

Internet 4,000,000,000 26,5%

Smartphone 100,000,000 0,7%

24
 Social media 5,000,000,000 33,1%

Outdoor 500,000,000 3,3%

Total 15,100,000,000
As can be seen in the table, SABECO intends to invest most in television and social
media. The prime reason is organic beer with a high feeling, unique taste can be most
vividly illustrated through commercial video screening on television and social media.
Moreover, social media has been enjoyed most by citizens, especially the young, thereby
delivering positioning messages easily.

Integration into overall media schedule or plan

E. REFERENCE LIST

Assets.publishing.service.gov.uk. 2022. Intellectual Property Rights in Vietnam. [online]

Available at: <https://assets.publishing.service.gov.uk/government/uploads/system/
uploads/attachment_data/file/456371/IP_rights_in_Vietnam.pdf> [Accessed 15 January
2022].

BizLIVE. 2022. Bia nội - lực cản với các tập đoàn đa quốc gia. [online] Available at:
<https://nhipsongdoanhnghiep.cuocsongantoan.vn/thuong-truong/bia-noi-luc-can-voi-cac-
tap-doan-da-quoc-gia-1361975.html> [Accessed 16 January 2022].

Buzzmetrics. 2022. Nghiên cứu ngành hàng bia: Thấu hiểu về các dịp uống bia. [online]
Available at: <https://buzzmetrics.com/nghien-cuu-nganh-hang-bia-thau-hieu-ve-cac-dip-
uong-bia/> [Accessed 16 January 2022].

Minh Khue. 2022. Quy định của pháp luật thuế tiêu thụ đặc biệt. [online] Available at:
<https://luatminhkhue.vn/quy-dinh-cua-phap-luat-thue-tieu-thu-dac-biet-ap-dung-voi-mat-
hang-ruou-.aspx> [Accessed 15 January 2022].

The World Bank. 2022. Tổng Quan về Việt Nam. [online] Available at:
<https://www.worldbank.org/vi/country/vietnam/overview#1> [Accessed 14 January 2022].

vietnambiz. 2022. Thế khó của đại gia nội cuối cùng trên thị trường bia Việt Nam. [online]
Available at: <https://vietnambiz.vn/the-kho-cua-dai-gia-noi-cuoi-cung-tren-thi-truong-bia-
viet-nam-20190831111934408.htm> [Accessed 15 January 2022].
25
Vietnamembassy-usa.org. 2022. Economic and political stability- great advantage of
Vietnam | Embassy of the Socialist Republic of Vietnam in the United States. [online]
Available at: <https://vietnamembassy-usa.org/relations/economic-and-polical-stability-
great-advantage-vietnam> [Accessed 12 January 2022].

Vi Một Việt Nam Xanh. 2022. SABECO đầu tư khoa học công nghệ vào sản xuất và bảo
vệ môi trường. [online] Available at: <http://vimotvietnamxanh.org.vn/sabeco-dau-tu-khoa-
hoc-cong-nghe-vao-san-xuat-va-bao-ve-moi-truong/> [Accessed 15 January 2022].

26