MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY

FACULTY OF ENGLISH LANGUAGE
..........................................

ENGLISH FOR MARKETING

FINAL ASSIGNMENT

HEINEKEN

Group members – Student’s ID Instructor: Nguyen Phuong Thao

1. Duong Thi Hong Nhung - 1811201948

2. Nguyen Thi Le Nhung - 1811202600
3. Nguyen Thi Hanh Phuc - 1811201064
4. Nguyen Thi Bao Tran - 1811202776
5. Nguyen Thi Yen - 1811202868

HO CHI MINH CITY

2021

1
2
 CONTENTS

EXECUTIVE REPORT - GROUP 5

I. INTRODUCTION...................................................................................................3
OVERVIEW OF HEINEKEN..............................................................................4
II. AUDIT....................................................................................................................7
PESTEL ANALYSIS............................................................................................7
SWOT ANALYSIS..............................................................................................8
1. Strengths:.................................................................................................................8
2. Weakness:...............................................................................................................9
3. Opportunities:........................................................................................................10
4. Threats:..................................................................................................................10
III. OBJECTIVES.....................................................................................................12
Finding ways to increase sales and number of customers .................................12
The local consumption distribution channel.......................................................12
Determine and forecast sales and market potential.............................................13
IV STRATEGY AND TACTICS.............................................................................14
1. Product:.................................................................................................................14
2. Price:.....................................................................................................................18
3. Place:.....................................................................................................................20
4. Promotion:............................................................................................................23
CONCLUSION.........................................................................................................26
References:..........................................................................................................27

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 PART I
INTRODUCTION

EXECUTIVE REPORT - GROUP 5

Order Name ID Class Work assignment

1 Duong Thi Hong Nhung 1811201948 18DTAB3 SWOT(strength,

weakness)
2 Nguyen Thi Le Nhung 1811202600 18DTAD1 PESTEL, Conclusion.

3 Nguyen Thi Hanh Phuc 1811201064 18DTAC2 SWOT (opportunities,

threats), Objectives
4 Nguyen Thi Bao Tran 1811202776 18DTAD1 Introduction, 4P

5 Nguyen Thi Yen 1811202868 18DTAD1 Objectives,

Conclusion.

We are group 5, our group consist of 5 members: Duong Thi Hong Nhung, Nguyen
Thi Le Nhung, Nguyen Thi Hanh Phuc, Nguyen Thi BaoTran and Nguyen Thi Yen.
And below is the group’ s final assignment report about Heineken.

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 OVERVIEW OF HEINEKEN

Heineken is a worldwide famous brand originating from the Netherlands. It is

affiliated with the beverage industry and is owned, manufactured and marketed by
parent company Heineken International. The brand is headquartered in Amsterdam,
Netherlands. This is a family company with a history of more than 150 years. The
first Heineken beer was introduced to the consumer market in 1873 by founder
Gerard Adriaan Heineken.
Currently, it occupies the third place as the largest beer producer in Europe. The
Group produces more than 300 brands of beer and fermented apple juice in more
than 190 countries, including Vietnam. Heineken has also been associated with
many beer brands in different countries around the world including Mexico, China,
Australia and various countries in Africa.
The Heineken "family" has become a common name. It is easily recognized because
of its red star on the signature green bottle. This brewery has been present in 170
countries around the world with 120 factories in 52 countries. The company's target
is aimed at both men and women (age 18 and up) who enjoy the taste of beer at any
time of the day but do not want to be affected by the alcohol content. You can enjoy
Heineken anywhere, at the gym, during lunchtime… The driving force behind the
growth of this product line is a group of consumers who care about health and well-
being, regulations and standards. Regulations on alcohol management are
increasingly strict.
Up to 1992, Heineken, a famous brand throughout the world, has been imported
directly from Holland to Vietnam. Policies of Reform have brought about many
investment opportunities and helped leading brands in the world come to
consumers. In this trend, in 1994, Heineken beers were produced by Vietnam
Brewery Limited Company for the first time in Vietnam, under the form of a joint
venture with Vietnamese companies. Over the past years, Heineken is considered to
be the most successful brand and an icon in the industry. In a market where local

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beer enjoys much favors like Vietnam, Heineken has won the hearts Vietnamese
consumers. And the Heineken brand is considered to be the first in Vietnam.
Heineken aims to enhance its ability to benefit from developing markets such as
China and India, as currently 40% of Heineken's Earnings Before Interest, Taxes
and Net Financing Expenses (EBIT) will be generated from developing markets and
60% from profitable markets. Heineken aims to improve market share and value by
increasing investment in the brand. As a result, Heineken strengthens its leading
international portfolio by adding the Kingfisher brand and strengthening its US
distribution by acquiring FEMSA Cerveza.

“Heineken is a symbol of premiumness, taste, and tradition around the world”. The
slogan is full of confidence, a strong affirmation that: The product you are holding
in your hand, your choice is us.

Figure 1.1 Heineken logo

Figure 1.2
Heineken slogan

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 Figure 1.3
Heineiken in Amsterdam,
Netherlands

Figure 1.4
Heineken in Vietnam

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 PART II
AUDIT

PESTEL ANALYSIS

Political & Legal Environment

Vietnam is a country where the role of the Communist Party of Vietnam (CPV)
confirmed in almost all areas of life. However, many analysts believe that although
Vietnam is socialist oriented from the point of view of political philosophy. Many
of its economic policies adopt capitalist principles. Vietnam's beer market used to
be a "gold mine" not only in the eyes Vietnamese people but also international
friends. Not many places in the world. You can sit by the roadside to enjoy a cool
glass of beer to dispel the hot air, chat in sky and pool with friends. Beer is also
considered the most popular beverage in Vietnam. According to the beer industry
research agency Canadean, in 2015, beer consumption in Vietnam is 41 liters per
person, just behind Korea and Japan in Asia, with a compound annual growth rate
of 6 years over the past 10 years. 4% and 5.7% in the past 5 years - a number that
helps many businesses "make money". Therefore, the Law on Prevention and
Control of harmful effects of alcohol and Beer No. 44/2019 / QH14 has just been
issued on 01/01/2020 maybe considered a major blow to drug tax legislation in the
2000s. According to statistics at the beginning of 2020, the percentage of customers
at restaurants decrease by 30-50% compared to the annual average. After The
penalty provision is considered to be a sufficient deterrent for those who drinking
and driving, many shops are deserted, people also tend to reduce drinking outside,
making businesses in the alcohol consumption industry from here also small impact.
However, the new Law on Prevention and Control of harmful effects of alcohol and
beer also creates great potential for the "non-alcoholic beer" segment. Considered
the key to eliminate the current 100 regulations on driving health and safety,
alcohol-free beer promises to open a promising future for beer industry in Vietnam.
With the desire to build and shape non-alcoholic beer meet the needs of Vietnamese
people in choosing non-alcoholic beverages, Low calorie content, natural
ingredients and suitable for choosing to enjoy every time of the day. Heineken 0.0
will be the leading product in the non-alcoholic beer segment in Vietnam and drive
the growth of the beer industry.

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 SWOT ANALYSIS

1. Strengths:

 Distribution and Reach: Heineken has a large number of outlets in almost every
state, supported by a strong distribution network that makes sure that its
products are available easily to a large number of customers in a timely manner.
 Dealer Community: Heineken has a strong relationship with its dealers that not
only provide them with supplies but also focus on promoting the company's
products and training.
 Financial Position: Heineken has a strong financial position with consecutive
profits in the past 5 years, along with accumulated profit reserves that can be
used to finance future capital expenditures. Heineken has a large asset base,
which provides it with better solvency.
 Skilled Labor force: Heineken has invested extensively in the training of its
employees that has resulted in it employing a large number of skilled and
motivated employees. Heineken has a diversified workforce, with people of
many geographical, racial, cultural and educational backgrounds that help the
company by bringing in diverse ideas and methodologies of doing things.
Heineken has qualified and accredited professionals working under in its team.
 Entering new markets: Heineken’s innovative teams have allowed it to come up
with new products and enter new markets. It has been successful in past, in
most of the initiatives it has taken in new markets.
 Social Media: Heineken has a strong presence on social media with more than
millions of followers on the three most famous social media platforms:
Facebook, Twitter and Instagram. It has high levels of customer engagement on
these platforms with low customer response time. Heineken has a well-
functioning and interactive website that draws a large number of internet traffic
and sales.

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 Product Portfolio: Heineken has a large product portfolio where it provides
products in a large range of categories. It has a number of unique product
offerings that are not provided by competitors.
 Heineken has a well-established IT system that ensures efficiency in its internal
and external operations. Heineken owns a number of intellectual property rights
that include trademarks and patents. These allow it exclusivity over its products
and competitors cannot copy or reverse engineer them.
 Partnerships: Strategic partnerships are established by Heineken with its
suppliers, dealers, retailers and other stakeholders. Heineken is a brand that has
been in the market for years, and people are aware of it. This makes its brand
awareness high. Its products have maintained quality over the years and are still
valued by customers, who find it as good value for the amount of money that
they pay.

2. Weakness:

 Volatile exchange rates: Heineken is a multinational brand and running its

business worldwide. It’s highly dependent on the currency exchange rates of
different markets worldwide. The volatile nature of the currency exchange rate
market impacts the profitability of the company.
 Lower market share: Heineken has indeed covered the vast geographic market
of 195 countries worldwide. But the company’s market share in some markets
like China and North America is very low. While keeping in mind that both of
these markets have high beer consumption and large consumer markets. The
poor performance in Asia and North America is impacting the company’s
growth rate.
 The company has been unable to maintain corporate values in all the countries
of operations. There is over-reliance on the European market. The advertising
and promotion have mainly focused on international brands, and hence the other
brands have not been able to penetrate the international market.

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 3. Opportunities:

 Microbreweries: Many pubs across the world have started brewing their own
beers and customers are choosing these over branded beers. This can be a huge
opportunity to seasoned brewers like Heineken who can think of opening their
own microbrewery chain business.
 Growth goals: The world economy can be expected to grow based on the fact
that the population is growing. Population growth and emerging economies
provide new opportunities for Heineken. More people means more beer will be
consumed. This increases the demand for Heineken’s products. Economic &
population growth is currently especially visible in Asia.
 Changing trends: The customers’ market trends keep on changing every 10
years when a new generation enters the market. It presents a great opportunity
for Heineken to make some changes in the product and increase the demand.
 Lower inflation rate – The low inflation rate bring more stability in the market,
enable credit at lower interest rate to the customers of Heineken. Economic
uptick and increase in customer spending, after years of recession and slow
growth rate in the industry, is an opportunity for Heineken to capture new
customers and increase its market share.
 The new technology provides an opportunity to Heineken to practices
differentiated pricing strategy in the new market. It will enable the firm to
maintain its loyal customers with great service and lure new customers through
other value oriented propositions.
 Heineken can expand the product line in new regions to meet the changing
needs and preferences of customers. Reduced trade and ownership regulations
in the US market. There is a positive trend of drinking beer as more and more
women drink beer. The customer is asking for a low-calorie beer. More and
more home delivery.

4. Threats:

 Changes in drinking laws may shrink the group of potential customers.

 Bad press about alcohol can slow down sales.
 Technological developments of competitors; New technological developments
by several industry competitors pose a threat to Heineken as customers attracted
to this new technology could be lost to competitors, reducing overall market
share. Heineken's body. Continuous technological developments require a
properly trained workforce as not being able to keep up with these changes can
lead to loss of business for Heineken.

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 Suppliers: The bargaining power of suppliers has increased over the years with
the decrease in the number of suppliers. This means that the costs of inputs
could increase for Heineken.
 New entrants: there have been numerous players that have entered the market
and are gaining market share by gaining existing companies' market share. This
is a threat to Heineken as it can lose its customers to these new entrants.
 Increasing competition: there has been an increase in competition within the
industry putting downward pressure on prices. This could lead to reduced
revenue for Heineken if it adjusts to the price changes, or loss of market share if
it doesn't.
 Customers might change their mind on the taste of Heineken and choose and
different brand of beer. Consumer tastes are changing, and this puts pressure on
companies to constantly change their products to meet the needs of these
customers. Regulations on international trade keep changing, and this requires
compliance by companies if they are to operate globally.
 Substitute products available are also increasing, which is threat collectively
for the whole industry as consumption of current products decrease.
 The rise in prices of fuel has increased in the input costs for Heineken. These
costs have also increased as other industries that provide inputs for this
company also have suffered from increasing fuel prices, thereby charging more.
 Increased promotions by competitors have been a threat for Heineken. On most
media, there is more clutter than ever, and customers are bombarded with
multiple messages. This reduces the effectiveness of promotional messages by
Heineken.

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 PART III
OBJECTIVES

Finding ways to increase sales and number of customers are the core goals that
Heineken alcohol-free should do right now.

As a well-known brand in the beverage industry, Heineken certainly has had a

stable customer base over the past time, the launch of a new beer line like Heineken
non- alcoholic will certainly be noticed by old customers. Heineken can take
advantage and apply a number of appropriate sales strategies such as giving away
new products when buying traditional products or setting up tasting stalls at
supermarkets. In addition, email marketing methods should also be applied because
most people have email and check email every day. For each group of customers, it
is advisable to design unique content about promoting products or accompanying
promotions that will attract more customers.

The local consumption distribution channel

Which accounts for about 70% of total beer consumption in Vietnam, has been
seriously affected by social distancing measures. Therefore, redirecting investment
in e-commerce is a necessary direction for the beverage market in general and the
beer market, in particular, to gradually stabilize. The main consumer segment of the
non-alcoholic beer market is mainly for both men and women (aged 18+) who enjoy
the taste of beer at all times of the day but do not want to be affected by alcohol
content. The promotion of products through

social networking sites (Facebook, Instagram.) and e-commerce platforms with the
combination of KOLS will motivate customers to buy more due to the convenience
in the situation of the COVID-19 pandemic is taking a tun for the worse.

13
 Determine and forecast sales and market potential

Market potential Thanks to the signed FTAS, the beer import tax has decreased
sharply, the trend of high-end consumption and increased personal income,
imported beer flows seem to be more popular, especially in big cities. Imported beer
into the Vietnamese market only focuses on the High-end segment, has high prices
and diversified types, targeting high-income customers. In just a very short time,
Heineken has continuously introduced two new beers that directly hit the high-end
segment. At a new beer launch, Mr. Alexander Koch, Commercial Director of
Heineken VN, once said the company put its oldest beer brand in Vietnam before
introducing it to regional countries. Accordingly, the total revenue of the Vietnam
beer market is forecasted to reach 7.7 billion dollars in 2019. According to the
General Statistics Office (GSO), from June, monthly beer production decreased
slightly more than the decrease in March to May and showed signs of recovery.
However, for the whole of 2020, the total production output reached only 4.4 billion
liters, down -13.9% over the same period.

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 PART IV
STRATEGY AND TACTICS

Marketing mix ( 4P)

1. Product:

Product Feature Advantage Benefit

Heineken The product has In terms of ingredients, Heineken®

0.0 a beer flavor but Heineken® 0.0 is made from the 0.0 is for both
has an alcohol same excellent quality ingredients men and
content of 0%. used in the production of Original women (age
The ingredients Heineken® beer, including water, 18 and up)
are completely barley, hops and A-yeast yeast. who enjoy the
natural, have a Going through a unique brewing taste of beer at
slight bitter taste process that eliminates the any time of
of beer and are alcohol, Heineken® 0.0 makes its the day, but
naturally mark with a perfectly balanced don't want to
fermented. Very taste. be affected by
low calorie with alcohol.
only 69 calories,
much lower than
other beers

15
 (~139 calories) Besides, Heineken® 0.0 contains
and soft drinks only 69 calories in a bottle/can
(~150 calories). (330ml - 33cl capacity). This
amount of calories is only half that
of regular soft drinks. Therefore,
even though Heineken® 0.0 was
just launched in mid-March, we
are not too surprised that this non-
alcoholic beer is so popular with
gymmers or people who are in the
process of losing weight to enjoy
after hours of practice

In terms of appearance,
Heineken® 0.0 has an impressive
design with the iconic red and
blue star image of Heineken®,
prominent and luxurious blue
accents, typical of the non-
alcoholic beer category.

When it comes to Heineken beer brand, consumers will surely feel the value
that this beer brand brings. Quality is the most important factor and Heineken
always ensures that its products are processed under the most standard
conditions. With the growing trend of healthy living, as well as the tightening
of alcohol laws, consumers are increasingly preferring products that are not
harmful to health.

16
Besides product quality, design and packaging are also factors invested by
Heineken. Although always loyal to the traditional green color, most recently
Heineken has improved a number of product packaging designs to bring a new
look to customers. The entire brand is printed on green metallic paper with
luxurious lines, the metal cap of the bottle is printed with the words “Heineken
Quality” and the image “Red Star” appears on the back of the label. The loyalty
to green color and luxurious design has contributed to the positioning of the
premium beer brand - Heineken's premium taste for more than 145 years.

Figure 4.1.1 Timeline of Heineken

Heineken 0.0 deeply remembered by consumers thanks to the available brand

recognition. The company produces 3 types of models on the Vietnamese
market, including: cans, short neck bottles and long neck bottles. Heineken
beer imported to Vietnam today is very diverse in types but mainly comes from
France and the Netherlands. The way to distinguish these beers is based on the
packaging and taste of the beer. Each type of beer conquers the audience by its
own unique highlight.

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 Figure 4.1.2 Heineken 0.0

Heineken beer has a luxurious design, excellent quality that makes it not only a
great drink loved by many people, but also a luxurious gift to give each other
on important occasions such as: holidays. Tet holiday, meeting…

Figure 4.1.3

Figure 4.1.4

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 2. Price:

The company has adopted a premium pricing policy for its products. It has
projected its policy as value-based because high-end products will have higher
prices. By using premium pricing for some of its product ranges, Heineken
encourages favorable brand and product perceptions in target consumer groups.
Premium pricing for products also encourages a favorable quality perception of
Heineken products amongst consumers. With premium prices, Heineken has
successfully also made some of its product ranges exclusive by restricting sales
and production. This, in turn, leads to a perception g luxury in consumption
products. Premium prices add a touch of privilege and high value in Heineken
products. Using elements of premium prices in other product ranges has also
allowed Heineken to maintain significantly high profits and a consistent
business growth.
Heineken also uses bundle pricing during sales. Bundle pricing increases the
trial rate for consumers. Heineken experiences higher return on the cost of
gaining a new customer. With bundle pricing, Heineken is also able to control
costs and prices by lowering marketing and distribution expenses. The use of
bundle pricing also adds value to the umbrella brand name of Heineken.

Heineken 0.0 belongs to the mid-range price segment, suitable for young
people and intellectual customers so it has a high price compared to other
beers.

The price list:

- The price of a can of Heineken non-alcoholic beer with 330ml is 19,000 VND
and 24,000 VND for a bottle with 330ml.
- The price of 6 cans (a pack) of Heineken non-alcoholic beer is 105,000 VND
and 140,000 VND for can and bottle respectively.
- The price of 24 cans (a crate) of Heineken non-alcoholic beer is 420,000
VND and 550,000 VND for can and bottle respectively.
- The price of a 250ml Heineken beer bottle is selling for about 24,000 VND /
bottle imported from Singapore.
- The price of Heineken beer 330ml bottle is selling for about 20,000
VND/bottle
- The price of 24 bottles of Heineken 330ml beer is selling for about 480,000
VND/case.

19
Heineken is able to penetrate different regional markets optimally with the use
of geographical pricing. For offshore locations, geographical pricing also
allows Heineken to cover shipping and customs expenses. Geographical pricing
also allows Heineken to maintain consistent revenue growth by altering pricing
in different markets based on local currency value.

Compared to other beer brands on the market today, Heineken beer has a much
higher price because this is a beer imported from abroad, the quality and taste
is excellent, completely worth the amount. the money you spend, proving that
this is always a very popular beer brand by consumers. For actual beer lovers,
its range seems reasonable and affordable and hence it has enabled the
company to maintain its status-quo of premium pricing and has ultimately
generated higher revenues.

Heineken's pricing strategy has been carefully calculated and is completely

consistent with the current development of Vietnam's beer market as well as
Vietnam's economic development in recent years. customers are businessmen ,
office workers , people with average - decent income. Therefore , Heineken 's
price is quite high compared to the common ground. However, with the
current growth and development momentum of Vietnam, the increase of GDP
per capita will boost the demand for consumption of products such as mid- and
high-end beer.

Figure 4.2.1 Heineken 0.0 bottle and Heineken 0.0 can

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 3. Place:

Currently, Heineken owns more than 130 joint-venture manufacturing plants

and is present in 170 countries worldwide. Heineken has constantly cooperated
with beer brands from many different countries such as China, Africa, Mexico.
The company maintains stores operated by the management of Heineken in all
markets. Company-operated stores give Heineken higher control over
operations as well as store layout and design. Heineken also interacts directly
with the consumers and gathers important details regarding consumer behavior
and consumer feedback through company-operated stores. The company
operated stores also give leverage to Heineken in terms of decisions regarding
the stocking of different product items.

In Vietnam, since 1991 signing the Joint Venture Contract to establish Vietnam
Brewery Company (VBL), Heineken has developed a network of 6
manufacturing plants and 7 sales offices throughout the country. In addition,
the brand also has an extensive distribution network including the services of
retailers and wholesale agents to consumers through liquor stores, bars, clubs,
restaurants. and hotel.

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 Figure 4.3.1 Heineken distribution system
In Vietnam, Heineken beer is widely distributed across the country, from
retailers to main distributors, because it is a popular and indispensable drink for
men, even in daily meals or in restaurants. large and small party at home,
restaurant. Therefore, the distribution of this product needs to cover the market
and be easily found by consumers. As for non-alcoholic beer, from March 17,
2020, Heinekene 0.0 has been sold at all major supermarkets, convenience
stores nationwide, bars and restaurants in Ho Chi Minh City and Hanoi. , Da
Nang, Nha Trang, Binh Dinh, Ba Ria Vung Tau. Train, and then other major
cities across the country. Consumers can also purchase Heineken® 0.0 on e-
commerce sites, including the HEINEKEN e-commerce site. Consumers can
easily buy products anywhere, have home delivery, fast, convenient and safe.

Figure 4.3.2 Figure 4.3.3

Heineken in supermarket Heineken experience at Bitexco Tower

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 Figure 4.3.4 SoHo Heineken Bar

Figure 4.3.5 Heineken in SoHo Restaurent

Currently, in the Vietnamese beer market, there are many foreign beer brands,
so Heineken must maintain a distribution system, especially agents. Heineken
is willing to pay commissions to agents to maintain positions and prevent entry
into a dominant market segment. Due to the impact of the COVID-19
pandemic, we decided to only sell products online. We sell products directly
through channels like Facebook, Instagram, Zalo and Shopee.

23
4. Promotion:

Promotion has an important role of orienting communication to promote

products. We use Internet Advertising services, KOLs, social media, like
Facebook...

Figure 4.4.1 Heineken on Facebook

And direct email marketing to promote the image of the product.

Figure 4.4.2 Send email for the potential customers.

24
 Post a video "Can you tell the difference between Heineken 0.0 and
Heineken Sliver?" to attract customers on Facebook.

Figure 4.4.3

Heineken's Global Promotion strategy is tied to events, sports stars and

advertising campaigns. Celebrities working with Heineken include stars
Benicio del Toro and Daniel Craig. More specifically, Heineken has
participated in sponsoring the Rugby World Cup and UEFA Champions
League. In addition to sponsoring sporting events, Heineken also invests in
music and cinema – fields that cater to everyone's entertainment needs.
Heineken has repeatedly sponsored the production of major cinematic works
such as Matrix Reloaded, Bourne Identaty, Be Cool, 007- Die another day...,
which were greatly appreciated and supported by the art-loving public. In the
Vietnamese market, Heineken's advertising campaigns not only bring a unique
sense of fun, attract users, but also associate the brand image with social
responsibility. Typically, the campaign "Drink alcohol - Don't drive" in 2019.

25
 Figure 4.4.4 Heineken – The official partner of UEFA EURO 2020

Heineken® 0.0 offers consumers a new choice for all times of the day. They
can enjoy Heineken® 0.0 at work, at the gym, during lunch and even before
driving – as it is a non-alcoholic (0.0% alcohol) beer. All those familiar
moments where you couldn't enjoy beer before, now you can - #NowYouCan.
With the Vietnamese version of "0 what 0 can", #NowYouCan is a global
campaign to support the launch of Heineken® 0.0. Highlighted by lighthearted,
humorous promotional videos, this campaign shows that Heineken® 0.0 is
suitable for every time of day and every moment of modern life.

Figure 4.4.5 Heineken 0.0 #Nowyoucan

PART V

26
 CONCLUSION

In the context that the world economy is in crisis , trade between countries has
declined, so the beer industry has also been negatively affected. Heineken with
the bravery of an industry leader has still achieved good results in the
international market. The success that Heineken has achieved has a very
positive contribution from the international marketing strategy that Heineken
has applied. Heineken has successfully applied the national marketing strategy
since the early days of entering the market. Heineken has skillfully combined
4P strategies, namely the strategy of standardizing products in most markets,
having a price policy suitable to the company's positioning as well as the
customer's pocket, creating favorable conditions for customers, benefit
customers through distribution channels, especially the very unique
promotional campaigns that have created the Heineken brand today. With the
topic " Marketing Strategies of Heineken " , our group had the opportunity to
learn about a rather attractive industry, that is the beer industry. With the
knowledge and ability gained in the process of studying, and the collected
information, we hope that this topic will partly provide more information and
can be a reference to help learning the subject. "Basic Marketing" is better.

References:

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 Market Research: Beer in Vietnam (2021).

Retrieved from: Market Research: Beer in Vietnam – Vietnam Things [10-

07-2021]
 Heineken 0.0 hien da co mat tai Viet Nam: Huong vi tuyet hao voi 0.0%
do con (2020).
Retrieved from: https://heineken-vietnam.com.vn/tin-tuc-su-kien/thong-
cao-bao-chi/heineken-0.0-hien-da-co-mat-tai-viet-nam-huong-vi-tuyet-hao-
voi-0.0- do-con.html [21-06-2021]
 Pham, H. (n.d). Phan tich nhung yeu to ben ngoai anh huong toi san
pham bia Heineken tai thi truong Viet Nam.
Retrieved from: https://text.123docz.net/document/5164744-phan-tich-
nhung-yeu-to-moi-truong- ben-ngoai-anh-huong-toi-san-pham-bia-
heineken-tai-thi-truong-viet-nam.htm [22- 06-2021]
 Luong, H. (2020). Heineken thuc hien chien dich moi cho dong bia
khong con.
Retrieved from: https://marketingai.admicro.vn/heineken-0-0-thuc-hien-
chien-dich-moi-cho-dong-bia-khong-con/ [22-06-2021]

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