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PT MULTI BINTANG INDONESIA Tbk.

Member of the HEINEKEN Group

Marketingplan for PT MULTI BINTANG INDONESIA


Expansion of HEINEKEN Int. into the Indonesian Market

Syndicate 4 :
Rafael Binczyk
Rachmi Rida Utami
Rieke Fitri Yuniar
Pramadona
Joseph Enrico
Yunus Arie Wiratama
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
History of Heineken International

Founded in 1864 by Gerard Adriaan Heineken, known as


STP De Hooiberg (the haystack) in Amsterdam

4 Ps
In 1873 the brewery's name changed to Heineken's
Bierbrouwerij Maatschappij (HBM)

SWOT The founder's son, Henry Pierre Heineken, managed the


company from 1917 to 1940

Challenge Heineken is one of the worlds great brewers and is


committed to growth and remaining independent
Suggestio
n
The territories are: Western Europe, Central and Eastern
Europe, The Americas, Africa and the Middle East, and
Asia Pacific
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
History of Heineken in Indonesia

STP
In 1929, NV Nederlandsch-Indische Bierbrouwerijen first
established in Medan, with brewing location in Surabaya
4 Ps

SWOT In 1936 the position of the Company moved to


Surabayaand in the same year Heineken NV became the
major shareholder

Challenge

Suggestio
In 1981, the Company offers shares to the public (go
n
public), the position of the Company moved from
Surabaya to Jakarta and has since been known by the
name of PT Multi Bintang Indonesia (Heineken
subsidiary)
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
Business Definition

Business Mission
STP
Heineken aims for sustainable growth as a broad market
leader and they aim for segment leadership. In both cases, the
4 Ps
Heineken brand plays an important part. Heineken wants to
establish broad leadership usually by acquiring strong brands,
which are combined into a new, larger company.
SWOT

The business mission is guided by three core principles:


Challenge
strong brand portfolio
Suggestio strong local market positions
n corporate social responsibility with regard to policies on
alcohol abuse, social and environmental issues
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
Business Definition

Company Values
STP

Values of Heineken subsidiary PT Mulit Bintang Indonesia:


4 Ps

Respect and enjoyment


Passion for quality
SWOT Innovative spirit

Challenge

Suggestio
n
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
Beer Market in Idonesia

Forecast
STP
Beer category is expected to post a modest grow of 2% in volume
terms in Indonesia
4 Ps Increasing number of foreign business investors and growing
tourism industry are expected to continue to impact beer volume
sales positively over the forecast period

SWOT Competition

PT Multi Bintang has leading position in the Indonesian Market


Main competitor: PT Delta Djakarta Tbk, a subsidiary of the
Challenge international San Miguel Corporation
Manufactures and distributes as well some of the best beer
Suggestio brands in the world under the Anker, Anker Stout, Carlsberg,
n San Miguel, and Kuda Puthi trademarks
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
Segmenting Targeting Psotitioning

Segment Targetin Positioni


STP
ing g ng
The Indonesian beer PT Multi Bintang is High quality, value-for-
4 Ps market can be segmented targeting the following money beer, for
in: segment: Indonesian males, who
- Men (main segment) - rural areas value friendship and
togetherness with friends.
- Women (minor segment) - approx. 22 to 50 years
- Old and Young old
SWOT consumers - middle to upper class
- Low/Middle/Upper class - middle to high education
- Regular - liberal lifestyle
consumers/Seldom - pleasure and follow a
consumers hedonistic life-style
Challenge - socializing and meet up
with friends
Suggestio open minded and likes
western products
n
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
Current Marketing Mix

STP

4 Ps
Product
The Indonesia premium beer market
Is available as quart bottle, pint bottle, can and draught
Product Portfolio:

SWOT

Challenge

Suggestio
n
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
Current Marketing Mix

STP

4 Ps
Pricing
SWOT

Challenge

Suggestio Product Line Pricing


n Product Bundle Pricing (e.g. carton of beer)
Price Adjustment Strategies (e.g. discounts)
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
Current Marketing Mix

Promoti
STP

4 Ps
Place on
Multiple retailers and Advertisement and
hyper-markets (off- sponsorship
trade consumption) The global
Sales of beer for sponsorship of
SWOT consumption at the Champions League
points of sale, such as soccer in 2010
hotels, restaurants and Heineken Music
cafs (on-trade events
consumption Heineken Acoustics
Challenge
Beer Night Out events
Heineken Ultimate
Suggestio Thirst DJ Competition
n events
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on Strengt PT Multi Bintang is selling beer which is perceived
as beer of highest quality.
hs
In 2011, Bir Bintang received the Champion Beer
STP
title at the Brewing Industry International Awards,
United Kingdom.
Original formula and a long tradition of the brand
4 Ps Heineken in brewery with strong competencies in
this field.
Heineken brand availability in many countries
around the world
SWOT Heineken brand popularity through most heavily
advertised premium beer in Europe and
Worldwide
Heineken perceived as premium quality brand
Challenge and Bintang as high quality brand in Indonesia.

Suggestio Attractive, recognizable and distinctive packaging


n
Educated employees forming an innovative
company
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on Weaknes TV commercials are famous only in larger
ses markets
Lack of a higher product variety to choose from
STP as a customer

4 Ps

Threats Corruption is still widely pervasive

The faith and religion of many people does not


SWOT allow them to consume alcoholic drinks

Beer as an alcoholic beverage has still some


Challenge negative image in fundamentalist regions of
Indonesia
Suggestio In some regions and stores of the country beer is
n not allowed to be sold
In some regions the availability of beer is very
low
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on Opportuni The beer consumption is expected to rise
ties
slowly but constantly within the next
years
STP
Beer is becoming a drink that is
consumed in communities together with
4 Ps friends
Low cost of labour and potential to source
production locally
SWOT

Until know the current beer products


Challenge serve only one specific need, theres no
version or beer for light drinkers
Suggestio
n The young generation likes western and
trendy products
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
Challenge

To
accelerate
sustainable
STP top-line
growth

4 Ps

SWOT
Challen
ge
Keep the
To
Challenge primary
accelerate
position in
efficiency
the
Suggestio and cost
Indonesian
n reduction
Beer Market
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
Segmenting Targeting Positioning

Segment Targetin Positioni


STP
ing g ng
The Indonesian beer In addition to the current High quality, value-for-
4 Ps market can be segmented target market, PT Multi money beer, for
in: Bintang should target a Indonesians, who value
- Men (main segment) secondary minor market: friendship and
- Men and Women, who togetherness with friends.
- Women (minor segment)
prefer only light alcoholic
- Old and Young drinks
SWOT consumers
- approx. 20-30 years old
- Low/Middle/Upper class
- Targeting the segment of
- Regular light drinkers
consumers/Seldom
consumers
Challenge Needs of the
customers are becoming
more and more
Suggestio heterogeneous
n
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
Suggestion

STP

4 Ps
Product
Implement a new trademark BintangGold
Contains light beer mixed with lemonade
Low percentage of alcohol and has a more fresh taste

SWOT

Challenge

Suggestio
n
BintangGold
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
Suggestion

STP

4 Ps
Pricing
For the new product BintangGold the company should
follow the skimming pricing strategy
Set middle to high price during the initial stage of
SWOT the product life
Set high margin to cover the significant portion of
the promotional expenses and development costs

Challenge

Suggestio
n
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
Suggestion

STP

4 Ps
Promotion
The promotion program which was used until now, like
the thematic campaign Bersama Kita Bintang (Together
We are Stars) should be pursued in the future
SWOT Start into-market campaign of Bintang Gold:
Below-the-line activities to address as well light
customers
E.g. Free try out drink in bars and clubs
Challenge Events
TV and social media advertising
Suggestio The main principle of Heineken International enjoy
n responsibly should be implemented in the promotion
PT MULTI BINTANG INDONESIA Tbk.
Member of the HEINEKEN Group

Introducti
on
Suggestion

STP

4 Ps
Place
Seek to further increase distribution coverage and
improve efficiency and service to its customers and
consumers
SWOT Enlarge the presence of the trademarks
Distribution scope strategy: focus on a selective
distribution to reach as many retailers as possible to
distribute the product
Challenge Strengthen multiple channel distribution

Suggestio
n