1.

Business, product and service

 COMPANY

o Hanoi Beer Alcohol and Beverage Joint Stock Corp (Habeco) is a beverage company
headquartered in Hanoi, Vietnam.
o It is the third largest beer company in Vietnam and owner of the brands Hanoi Beer
and Truc Bach Beer
o It is under the ownership and authority of the Ministry of Industry and Trade, Vietnam
and has a strategic partnership with Carlsberg Group, which owns more than 10% of the
company's shares as of November 2012

2
PRODUCT

Vina Vodka Hanoi Bold and Light Uniaqua Bottle water

Truc Bach Beer Hanoi Beer Hanoi Freshbeer

Segmentation Type Segmentation Criteria Characteristics
Geographic Density Northern region and some Central provinces
Age 18-39 years old (~42% of Vietnamese population)

Demographic
Gender Male 

Income Low and Middle income

Occupation Undergraduates with limited budget

Postgraduates start doing business
Employees establishing social relationships

Benefit Sought Quality, Economy, Familiarity

Attitude Positive
Behavioral User Status Active User

Occasion Regular

Shopping Habits Mostly offline 

Social Class Working class, Middle Lower class

Psychographic
Life Style Easy-going, Sociable, Exciting
CUSTOMER PERSONA
2. Customer journey
3. Touchpoints and Company Adaptation
3. Outside in và Inside out
THANKS FOR LISTENING