804911680-Marketing-Principles MBA BEER.pdf

Marketing-Principles

1. MKTG1205B
Lecturer:SinhNguyenHoang
SGS_Group18_Team02_Heineken
Vu Bao Hung -s3924556
Ngo Quoc Cuong-s3927375
Nguyen Tan Dung -s3915157
Vu Quang Vinh -s3927109
Nguyen Thai Ha -s3924371
Tran HuuGia Bao -s3891808
MARKETING
PLAN
PRESENTATION
“ Brew a better VietNam”

2. AGENDA
Introduction
Current marketing mix strategies
Marketing plan objectives
Recommendations
I
IV
III
II

3. I. INTRODUCTION
1.History
▪Founded by Gerard Heineken in 1973 in the
Netherlands (Heineken 2020).
▪Entering the Vietnamese market since
1991, Heineken has now operated 14
factories, sales offices and had thousands
of employees (Cohen 2005).
▪Well-known for the
most sustainable business
in Vietnam(Cohen 2005).
Figure 1: Heineken’s presence,
screenshot from Heineken-
vietnam.com,2021.

4. 2. CEO
Alexander Koch
▪Become a managing director of Vietnam in
2020 (Heineken Vietnam 2020a).
▪Having 23 years of experience working in
the Vietnamese market.
▪Lead the company to promote its
sustainable development agenda
(Heineken Vietnam 2020b).
I. INTRODUCTION
Figure 2: CEO of Heineken
Vietnam, screenshot from
Heineken-Vietnam.com,
2021.

5. I. INTRODUCTION
“Brew a better Vietnam”
Brew the best beers
for delighted moment
Commitment for a
sustainable development
3. Mission & Vision

6. I. INTRODUCTION
4. Product description
Design
▪The theme color is green
▪Signature logo and a red star in the
middle
Features
▪4 key ingredients
▪A-yeast special ingredient
Function
Bringing tasteful and joyful
for special occasion
▪Ranking 46thin the top regarded
companies on Forbes’s list
(Forbes 2021).
▪Dramatical increase in the number
of Vietnamese people searching
for Heineken keyword on Google
(Google Trends 2021).
▪Red star on the green bottle
presents Heineken image in
customer mind.
5. Brand awareness
▪Holding the second position in the
market share (36.3%).
▪Predicted to trend up in the next
five years (Passport 2020).
▪Having potential to outweigh its
competitor to become the top 1 in
beer market.
6. Brand share
Figure 3:Company shares of beer,
screenshot from Passport, 2020.

7. I. INTRODUCTION
7. Target customer
Density: Urban, primarily big
cities.
City size: 3.000.000-6.000.000
and over.
Geographic
Age: 18–34 years old.
Gender: Both.
Income: About 5-25 million
VND.
Demographic
User status: Potential, first
experience.
Benefit sought: Timesaving,
refreshment,quality,convenience.
Price sensitivity: Reasonable.
Behavioral
Personality trait: Communicating
with many people,
moderate,open, cheerful,
energetic.
Lifestyle:Having a dynamic
entrepreneurial mindset, always
looking for new experiences and
chances.
Social class: Low-middle class.
Psychographic
Source: thethaovanhoa.vn
Millennials

8. I. INTRODUCTION
8. Positioning map
▪Average ABV in beer.
▪A premium brand with reasonable
price.
▪A foreign brand from Holland.

9. CURRENT
MARKETING MIX
STRATEGIES
II

10. II. CURRENT MARKETING MIX STRATEGIES
1. Product
a. Three levels of product
1. Core customer value:
▪Deliver high-end
alcoholic beverages.
▪Light up great
moments.
2. Actual Product
▪Design and Package: Green
recyclable and a sleek look.
▪Brand name: Heineken.
▪Features: High quality product
with 100% natural ingredients:
barley, hops, and water.
▪Added with 4th special
ingredient: A-yeast.
3. Augmented product:
QR Code.
Figure 5:Heineken’s packaging by Heineken
Vietnam, screenshot from bachhoaxanh.com.
Figure 4:“Music in a can”
experience, screenshot from
vietnamnet.vn.

11. II. CURRENT MARKETING MIX STRATEGIES
1. Product
b. Product description and classification
▪Heineken is tangible product.
▪Product classification:
oUsually bought through habit,
frequently without much price
comparisons.
oLow price: 43.500₫/liter.
oDistribution: Traditional and modern
distribution.
➢Convenience product.

12. II. CURRENT MARKETING MIX STRATEGIES
1. Product
c. Individual product decision
❖Product Attributes
Quality:
▪Offering premium quality with 100% pure
natural ingredients: malt, water, and hops
with special, unique 4th ingredient: A-yeast.
▪Heineken’s brewing process is strictly
administered to make sure the top outcome.
Consistency: ahighconsistencyof its beer no
matter where it is manufactured.
Figure 6:Heineken’s quality brewing process,
screenshot from Heineken-vietnam.com.vn.
Figure 7:Heineken’s commitment for the same taste over
140 years, screenshot from heineken-vietnam.com.vn.

13. II. CURRENT MARKETING MIX STRATEGIES
1. Product
c. Individual product decision
❖Branding
▪The signature green, red and black color
palette and the traditional typeface are two
elements, making the Heineken logo
instantly recognizable.
▪The letter 'e's on the Heineken logo is
repeated 3 times and slightly tilted
backwards, making them appear to be
smiling.
➢This represents Heineken's mission: to
bring people together and make them
happy.
Figure 8:
Heineken logo
throughout
years,
screenshot
from
1000logos.net
.
❖Packaging
Figure 9:
Heineken’s
packaging,
screenshot from
Linda Ikeji.

14. II. CURRENT MARKETING MIX STRATEGIES
1. Product
c. Individual product decision
❖Labelling
Describing Heineken’s product
including nutrition facts,
ingredients, manufacturing
company and expiration date.
Figure 11:Heineken’s labels,
screenshot from csfood.vn.
Figure 10:Heineken’s labels, screenshot from vinmart.com
❖Supporting services
Figure 12:Auto chatboxby
Heineken Vietnam, 2021,
screenshot from
Facebook.
Figure 13:Contact us, screenshot from heineken-vietnam.com.vn.

15. II. CURRENT MARKETING MIX STRATEGIES
1. Product
d. Product line decision
Heineken company has
introduced 2 new types of
Heineken beer recently:
▪Heineken Silver.
▪Heineken 0.0 beer.
➢Intending to broaden product
line to create varietyand
access more target consumers.
➢Line filling strategy.
Heineken Silver
Heineken 0.0 beer
Smooth taste, easy to drink.
A well-balanced, refreshing beer
with low bitterness
(Heineken Vietnam 2019).
A non-alcoholic beer.
Only 69 calories per a bottle.
Drinking beer at any moment
(Heineken Vietnam 2020).
2019
2020
Figure 14:Heineken Silver, screenshot
from Heineken-Vietnam.com, 2019.
Figure 15:Heineken 0.0 screenshot
from Heineken-Vietnam.com, 2020.

16. 1. Product
e. Major brand strategy decisionsBrand name selection
Easy to pronounce, recognize and
remember: “Heineken” with the
letter “e”:
▪Repeated three times.
▪Italicized backwards, looking like
a welcoming smile
(Heineken Collection n.d.).
Brand development strategy
▪National brand.
▪Licensed brand: using famous symbols such as
007 James Bond, UEFA champion leagues
(Figure 17)(Heineken n.d).
▪Line extension strategy:
Heineken silver, Heineken 0.0
beer.
▪Multi brands strategy: different
brands for beer: Tiger, Larue, Bia
Viet, Bivina.
▪New brand strategy: Strongbow
for cider.
(Heineken Vietnam n.d.).
Brand sponsorship
Figure 19:Heineken products, screenshot from
Heineken-Vietnam.com, 2021.
Figure 18:Heineken logo, screenshot from Heineken-
Vietnam.com, 2021.
Figure 16:Heineken beer,
screenshot from
Heineken-Vietnam.com,
2021.
Figure 17:Heineken
007 James Bond
screenshot from
Heineken.com, 2021.

17. II. CURRENT MARKETING MIX STRATEGIES
1. Product
▪Aglobal brand known for famous signature beer
taste with over 140 years of presence and 30
years being in Vietnam.
▪Accounting for 36,3% of the beer market share in
Vietnam in 2020 (Nguyen 2021).
▪Ranking 46
th
in the top regarded companies in
2019 on Forbes’ list (Forbes 2021).
➢Having a significant brand reputation and
considerable number of consumers.
➢Maturity.
Marketing objective:
Maximizing profit and defending market share.
Strategies:
▪Diversifying the brand and models.
▪Building more intensive distribution.
f. Product life cycle
Figure 20:Heineken on Forbes lists, screenshot from
Forbes.com

18. 1. Product
Cons
Label
▪Hard to read due to unsuitable font of words
and small line spacing.
▪Poordesignregarding the layout.
➢Worse than competitors.
➢Disappointing millennials segment who tends to read
the label to check ingredients since they are more
concerned about health problems (Ngoc 2021).
Pros
▪Eco-friendly (lighter-grade paper and aluminum) and luxurious
package demonstrates the product's premium status.
▪Unique taste with a special ingredient: A-yeast.
▪Successful line extension, multi brands and new brand
strategies.
Figure 21:Market
share of Tiger and
Larue beer of
Heineken company,
screenshot from
Passport 2020.
Figure 22:Market
share of Strongbow
cider of Heineken
company, screenshot
from Passport 2020.
Figure 23:Label of Saigon Special
beer, screenshot from Pinterest.com
Figure 24:Label of Heineken beer,
screenshot from Pinterest.com
EVALUATION

19. II. CURRENT MARKETING MIX STRATEGIES
2. Price
❖Customer value-based pricing
▪Using aspecial brewer's yeast named A-Yeast®.
▪Barley seeds must undergo germination by
soaking in water.
▪Most raw materials are imported from abroad.
▪Giving a premium taste.
▪Providing comfortable atmostphere for
customer by unique packaging.
▪Heineken ensures that every aroma and every
flavor is consistent with the Heineken® ‘star’ of
excellence.
▪Trustworthiness and high-valued perception
Figure 25:Recipe of Heineken, screenshot from
vietnamnet.com
a. Major pricing strategy

20. II. CURRENT MARKETING MIX STRATEGIES
2. Price
❖Product line pricing –based on flavor
Figure 26: Heineken Sleek Beer cans, Price
by BachHoaXanh, 2021, screenshot from
BachHoaXanh.
Figure 27:Heineken 0.0%Beer cans, Priceby
BachHoaXanh, 2021, screenshot from
BachHoaXanh.
Figure 28:Heineken SilverBeer cans, Priceby
BachHoaXanh, 2021, screenshot from
BachHoaXanh.
b. Product mix pricing strategy

21. II. CURRENT MARKETING MIX STRATEGIES
2. Price
❖Segmented pricing: Product-form pricing
Figure 29:Heineken Beer,price varied
by sizes by thegioidouong, 2021, screenshot fromthegioidouong.
II. CURRENT MARKETING MIX STRATEGIES
c. Price adjustment strategy

22. ▪Discount on official E-commerce store.▪Discount on quantity.
II. CURRENT MARKETING MIX STRATEGIES
2. Price
Figure 30:Heineken Beer cans, Priceby BachHoaXanh, 2021,
screenshot fromBachHoaXanh.
Figure 31:Official store promotional price
by Shopee and Lazada, 2021, screenshot from ruouvanghoanggia.
❖Promotional pricing
c. Price adjustment strategy

23. Pros:
▪Heineken has various pricing strategies that bring more choices
and enthusiasm for customers to enjoy their beer.
▪Setting a good price base on their core value and their premium
brand is a reason to approach their millennial segmentation_
whose purchasing decisions are primarily influenced by the
quality of the product (Euromonitor International 2021).
Cons:
▪Special event pricing adjustment: even though they hold a
lot of huge festival events on Tet holidays, they do not have
a specific pricing strategy for those events.
➢Can not appeal customer enthusiasm.
Figure 32:Heineken
countdown party,
screenshot from
Heineken-Vietnam.com
EVALUATION

24. II. CURRENT MARKETING MIX STRATEGIES
3. Place
a. Supply chain
Upstream(Stage 1 and 2)
▪Heineken imported the raw materials
and proactively control the brewing
process with six own factories located
from the South to North
(Heineken Report 2020).
▪Each factory is using updated
technology in order to adhere to
Heineken's commitment to
sustainability (Heineken Report 2019).
Downstream( Stage 3 and 4)
▪Minh Quang Mekong is the main
distributor for Heineken.
(Heineken Report 2019).
▪Minh Quang Mekong distributes
Heineken products to many retailers
such as Coop Mart, Aeon Mall…
Figure 33:Heineken sustainability
process,screenshot from Heineken Vietnam.
Figure 34:Heineken factory in Vietnam,
screenshotfrom Heineken Vietnam.
Stage 1
Heineken’s
suppliers.
Stage 2
Heineken’s
manufacturing
factories
Stage 3
Minh Quang
Mekong,
Supermarkets,
Convenient
stores, E-
commerce.
Stage 4
Segmented
customers

25. II. CURRENT MARKETING MIX STRATEGIES 3. Place
b. Distribution
E-commerce
DirectMarketing
Channel
IndirectMarketing
Channel
Horizonal marketing
network
Conventional
marketing channel Hypermarkets
Supermarkets
Outlets
Restaurants
➢Intensive Distribution: Heineken tries to stock
their beer as much as possible via both
traditional and modern marketing channel.

26. II. CURRENT MARKETING MIX STRATEGIES 3. Place
b. Distribution
❖Horizonal
Heineken has collaborated with many restaurants,
especially high-end restaurants as Heineken is
considered premium beer.
(Buzzmetrics2018; Heineken Vietnam 2020).
Figure 35:Heineken 28 years relationship with
restaurant in Vietnam, screenshot from
Heineken Vietnam
❖E-commerce
▪Due to the COVID-19 environment, more customers
were eager to attempt purchasing online.
▪It is estimated that roughly 58,49 percent of
respondents planned to expand their online purchases.
(Euromonitor International 2021; Ngoc 2021).
Figure 36:Heineken account in e-commerce platform, screenshot
from Lazada and Shopee applications.

27. EVALUATIONPROS
•Intensive distribution strategy:
•Appearing in all big cities => approaching all the targeted high-
income customers.
•Heineken is also easier to be found in rural areas than
itscompetitors (Euromonitor International 2021).
•Supply Chain:
•14 factories and sale offices located throughout the countrieshelp
Heineken reduce the cost to distribute their products.
CONS
❖Conventional marketing system:There are many
levels, so Heineken can’t control all the distribution
=> Products are being fake in many stores (Figure 38).
❖E-commerce: Heineken is a latecomer to Shopee,
with less followers and likes than its competitors: AB
InBev Vietnam.
Figure 37:Heineken’s factories
andsales offices, screenshot from
HeinekenVietnam
Figure 38:Polices examine
fake Heineken beers,
screenshotfrom
baophapluat.vn
Figure 39:Followers and likes of Heineken and AB
InBev VN, screenshot from Shopee

28. II. CURRENT MARKETING MIX STRATEGIES
4. Promotion
❖Broadcast ❖Out of home
Figure 40:Heineken advertisement,
screenshot from VTV3.
Figure 42:Advertising super large LED screen at the inside of
Landmark 81 shopping center, screenshot from kimnganadv.com
Figure 41:
Advertisement at the
top of Landmark 81
building, screenshot
from kimnganadv.com
a. Advertising

29. II. CURRENT MARKETING MIX STRATEGIES
4. Promotion
❖Social media
▪Heineken YouTube channel
Figure 43:Heineken YouTube channel,
screenshot from YouTube
▪24 million followers on Facebook
Figure 44:Heineken official Facebook
account, screenshot from Facebook
➢Promoting events, products, and
interacting with customer via social
media (Figure 45, 46).
Figure 46:Heineken promotes events,
screenshot from Facebook
Figure 45:Heineken interacts with
customer, screenshot from Facebook
b. Digital marketing

30. II. CURRENT MARKETING MIX STRATEGIES
4. Promotion
❖Social media
▪Furthermore, spending money on
favorite pages on Facebook to
advertise their new marketing
strategy, even some funnypages.
Figure 47:Heineken using another page
to advertise their product, screenshot
from Facebook
b. Digital marketing

31. II. CURRENT MARKETING MIX STRATEGIES
4. Promotion
❖Corporate social responsibility
Figure 49:Heineken supports hospitals, picture from
Heineken Vietnam
Figure 48:Heineken’s donation for people who are affected by
the disease (An2020), picture from tuoitre.vn
c. Public Relation

32. II. CURRENT MARKETING MIX STRATEGIES
4. Promotion
❖Corporate social responsibility
▪They publicize their commitment to
sustainable development by posting the
sustainability reportsonline.
➢Providinginformation about their community-
beneficial social projects both for internal and
external.
Figure 50:Heineken annual report, screenshot from Heineken
Vietnam.
Figure 51:Internal sustainability actions, screenshot from Heineken Vietnam
Figure 52:External
actions: Heineken
sponsors water
constructions in rural
areas, screenshot from
Heineken Vietnam.
c. Public Relation

33. II. CURRENT MARKETING MIX STRATEGIES
4. Promotion
❖Special Event
The monumental combination of sound, lighting effect
and the incredible performance of the invited singers,
who are very popular to Vietnamese people in many big
cities.
Figure 53:Heineken Annual Countdown Party,
screenshot from Heineken Vietnam
❖Buzz marketing
❖EOA Display
Figure 55:Heineken
display, screenshot
from danviet.vn
Figure 54:Heineken uses top artists to spread the information
about Heineken special can edition, screenshot from Facebook
c. Public Relation

34. ▪Effective social media: There are 24 million followers,
which is significantly more than its competitors (Figure 56).
Figure 56:
Heineken 24
millions followers
and likes vs
Budweiser, and
Carlsberg
screenshot from
Facebook
▪Online advertisingbrings an enormous response from
their customers (Figure 57).
Figure 57:Positive response from Facebook users, screenshot from Facebook.
oSocial media is a wise channel where they send messages
to their customers through various ways such as pictures,
videos, and music.
oAlso, 56,4% internet users have age from 18-34
➢Heineken had an appropriate strategy to approach to their
potential audience.
▪CSR: Heineken appears in many presses because of its social
activities, philanthropies especially in the covid 19 period
(Figure 58)
➢PromotingHeineken's positive image and dedication to
society's sustainability.
▪Special eventsattract many people’s participations, and the
Heineken can sell their products via this event.
Figure 59:Drinks from Heineken are sold
at the event, screenshot from Facebook
Heineken
Figure 58:Presses talk about
Heaineken, screenshot from
nld, anninhthudo.
EVALUATION -PROS

35. EVALUATION -CONS
▪Broadcast advertising:Limited as the new government’s
regulation for alcohol advertising on television (Vu 2020).
❑Restricted on TV from 6 pm to 9 pm.
❑Restricted before, while, and after children’s shows.
▪Heineken YouTube channel is not as effective as the
competitors (Figure 60).
❑Youtubeis a big app in Vietnam with 86% of
respondents stated that they used YouTube
(Euromonitor International 2021).
Figure 60:Heineken Vietnam YouTube channel vs
Budweiser Vietnam, screenshot from Youtube

36. III.
Marketing
Plan
Objectives

37. III. MARKETING PLAN OBJECTIVES
1. Situation analysis
Figure 61:Market share of Heineken in 2019, screenshot from Statista. Figure 62: Market share of Heineken in 2020,screenshot from Euromonitor International.
Market share of Heineken company
▪In 1 year, Heineken has taken over 10% of the market share.
▪Heineken was a top leader in the market share growth rate in 2020.
▪Heineken’s competitorswere struggling to keep the share in the pandemic time.
a. Company situation

38. 1. Situation analysis
b. Market trend
▪Beer market revenue in Vietnam is likely to skyrocket in 2022
(Figure 63).
Figure 63:Revenue growth of Vietnam’s beer market from 2013-
2025, screenshot from Statista.
▪Vietnam’s beer market is projected to be very competitive with
new launchesfrom the brewer companies, mainly non-alcoholic
beverages, as the beer market is being affectedby government
regulations and a customer trend toward healthier foods
(Euromonitor International 2021; Grab 2021).
Figure 65:In october2020, Sabeco
lauchedSaigon Chil
Figure 64:In March 2020, Heineken introduced
Heineken 0.0 in Vietnam, screenshot from
Heineken Vietnam
➢Beer market with high demand and possibilities for brand
expansion, especially for non-alcoholic beer.
Figure 66:Nonalcoholic beer
sales grow annually,
screenshot from Passport

39. III. MARKETING PLAN OBJECTIVES
1. Situation analysis
b. Market trend
▪Vietnamese people are not familiar with non-
alcoholic beer: 62% respondents stated that they
rarely or never drink non-alcoholic beer in 2019.
Figure 67:Frequency of non-alcoholic beer
consumption among Vietnamese in 2019, screenshot
from Statista.
▪In the Food and Beverageindustry, 34%buyers’
decisions are affected by strong brands, while 44%
are persuaded by "100% organic" promises.
(Euromonitor International 2021).
▪On-trade beer sales have been impacted since 2020
by strict new drink-driving laws: decree 100 and the
COVID-19 outbreak in Vietnam.
(Euromonitor International 2021).
▪A new generation of young, urban consumers eager
to explore high-quality, premium itemsin a fun
environmentwill drive the market.
(Euromonitor International 2021).

40. 2. Main SMART objective
To increaseHeineken's market share to 40%by raising
the sales growth rate of Heineken 0.0 to 22%.in 2022.
SPECIFICMEASURABLE ATTAINABLE REALISTIC TIME BOUND
Focusingon
bringing
Heineken to
top 1 in
postion in
Vietnam
ahead of
Sabecoby
pushing
Heineken
0.0 sales.
Increasing
Heineken
marketshare
to 40 % and
Heineken 0.0
sales growth
rate to 22%.
▪From 2019 to 2020,
Heineken's market share
climbed by 12%.
=> The company's
current 4Ps tactics are
working well.
▪Competitors’ market
sharesuch as Sabecco,
Habecco, and Carlsberg
are dropping.
▪AB InBev with
Budweiser, a direct
opponentin the
premium beer class,is
expanding, but still
accounts for a modest
share of the market.
The
objective is
close to the
previously
achieved
figures.
▪1/2022-2/2022:
“Drink freely, Drive
safely” campaign
to raise 30%
customer
awareness.
▪4/2022-6/2022:
Cooperate with
Grab, which is a
potential
distributor, in
beginning of April.
Then encouraging
customers through
this channel and
aim to get no 1 in
position in the end
of June.
▪Awareness-related objective:
To increase 30 %of millennial segmentation’s
awareness rate to introduce for customers a new
product that is a trend in the world today.
▪Attitudinalobjective:
To educate 70 % target customers(
approximate 4.200.000 peopleout of 6.000.000)
new way to drink.
To increasetheirpositive opinions about Heineken
0.0 for next campaign at Tet and Summer vacation.
▪Action-related objective:
To promote 30% of millennial segmentation
purchase Heineken 0.0 in the beginning of
second quatre (4, 5/2022).
To increase total sales in 20 % at the last second
quarter.
▪It was recorded thatHeineken sales in Europe increase 6%
in 2017 thanks to their non-alcohol beer (Chanh2017).
▪The revenue of Heineken 0.0 in Europe always increases
more than 2 numbers (Chanh2017).

41. IV.
RECCOMENDATION
1. Product
2. Price
3. Place
4. Promotion
5. Campaign

42. 1. Product
Change the label design
▪68% of respondents from millennials state that they are more
likely to read labels and they comprehend what they're reading
(Specialtyfood2016).
▪Heineken’s target customers_millennialsprefer visual
=>Appealing design is critical.
▪Reading speed is lowered by 13 to 20% when text is set in full
capital letters(Quolvatin2018) => When capital and lowercase
letters are used together, reading speed is maximized.
▪Heineken’s label should only use the capital letters appropriately
such as first letter of the sentence and after the dot “.”.
▪Boldis determined to be a better cue than uppercase when
more emphasis is required(Quolvatin2018).
▪Using bold letters for key heading words such as: “Hướngdẫn
bảoquànvàsửdụng”, “Giátrịdinhdưỡngtrong100 ml”,
“Thànhphần”.
➢New Heineken’s labels design can easily attract
more millennials.
➢Boosting the Heineken’s sales.

43. 2. Price
▪There is a tendency in bulky purchasing means people prefer
to buy more each time and go shopping less frequently, and this
trend is expected to continue during the holiday season
(Kantar 2021).
▪Holidaysare also a period when beer consumption rises
because this is when people gather to celebrate.
▪According to the National Retail Federation, 65% of millennials
believe discounts, coupons, and loyalty benefits are major
factors in where they buy (Smallbiztrendsn.d.).
Figure 68: When Vietnamese people drink beer the
most, screenshot from Buzzmetrics
❖Price bundle pricing:
Create a combo for upcoming holidays like Tet, 30/4, 1/5:
➢Combo: a case of any Heineken products (except Heineken 0.0)
+ a pack of 6 cans Heineken 0.0 can have a total price that is
cheaper than 5% when buying separately.
➢Increasing Heineken sales volume and promoting Heineken
0.0 to new customers.

44. 3. Place:
Heineken & Grab (4/2022 –6/2022): Hei!Grab
▪The number of F&B businesses, restaurants that have joined GrabFoodhas climbed
by 54% since 2019 (Grab 2021).
▪68% of consumers are willing to buy more healthy food (Grab 2021). Salad and poke
bowls are two most favorite dishes for healthy meal order (Grab 2021).
▪Heineken 0.0 has only 69 kcal (Dinh2020) => Being suitablefor people who are on
diet
➢Heineken can contact and make a business relationship to distribute Heineken 0.0
via healthy food restaurants on Grab.
➢Increasing Heineken 0.0. availability via different distribution.
➢Increasing Heineken 0.0 sales.
Figure 69:Top
healthy food,
2021, screenshot
from Grab.
Figure 70:Some recommended healthy food
restaurants, screenshot from Grab

45. 4. Promotion
Digital marketing: Online video
▪20 seconds video with catchy theme music is a trend (brandsvietnam
n.d).
▪Heineken has made several videos about Heineken 0.0 usage to
educate people about Heineken 0.0 usage in scenarios that are
unusual for beers consumption (Figure 71)
➢Localize the series with various videos showing people drinking
Heineken 0.0 while riding a motorcycle, working out...
Message: Heineken 0.0 can drink in any situations you want.
➢Use AI to deliver the videos at the most appropriate time such as
while people are working out (MMA Smarties 2019) (Figure 72).
➢A fantastic technique to change people's perceptions, educate them,
and raise awareness.(MMA Smarties 2020) (Figure 73).
➢Series of videos can educate customers about Heineken 0.0
Sales promotion
▪Freeshipis the most popular promotion among Vietnamese
customers on Grab (Grab 2021)
1.Providinga Freeshipcode for any Grab’s order involving 2 bottles
of Heineken 0.0 from one of Heineken's partner restaurants.
oCustomers frequently buy a huge quantity of food for their
entire family in a single order (Grab 2021).
oPeople favor drink for their additional products (Grab 2021).
2.Giving away an additional Heineken 0.0 for any order over 150
thousand dong.
➢Encouraging more people buying Heineken 0.0 to try and have an
awareness on Heineken 0.0.
Figure 71:
screenshot
from
jamesbondlif
estyle.com
Figure 73:Tiki “Bấmlàcó” used
various videos to introduce app
feature, screenshot from Youtube
Figure 72: AI
and mobile-
based ads in
Heineken
festive
campaign
2019

46. 5. Campaign
Drink freely, Drive safely
“ UốngSảngKhoái, Antoàntaylái”
❖Timeline: 1/1/2022 -11/2/2022
❖Product
▪88% of respondentssay they intend to give a present
during Tet(Division 2020)=> Good design package is a
good recommend for Heineken 0.0.
▪Heineken used to change the package of Heineken
original for the 2021 Tet season.
➢Heineken 0.0 can design a package that put Yellow Apricot
Tree over the signature theme red color of Tet plus
Heineken 0.0 unique blue color.
Figure 74:Heineken original Tet package in 2021,
screenshot from searchley
❖Promotion
▪Buzz marketing
Collaborating with Tran Thanh and JustaTee.
Tran Thanh
oTop 2 Fanpageon Facebook has the largest
number of followers (Innity2020).
oSuccessful movie: "Bo Gia" about the family
-the topic is cared most in Tet Holiday.
JustaTee
oTop 5 Influencer has the best performance
in the period of Tet holiday (Innity2020).
oCurrent corporation with Heineken 0.0.
Figure 75:Tran Thanh, screenshot
from google.com
Figure 76:JustaTee,
screenshot from google.com
➢Tran Thanh and JustaTeecan upload the image
of Heineken 0.0’s appearance ontheir Tet
holiday, their parties such as Heineken 0.0 in
their new year meal, in the party.

47. 5. Campaign
❖Promotion
▪Online video
Customer behavior:
oAccording to the VOVgiaothong.vn, alcoholic drink is a
must-have feature in Tet holiday, especially when the
guest come to our family. This is the culture of
Vietnamese people.
Many troubles because of alcohol, in 2020 Tet, 1879
traffic violationsthat had over level of alcohol in blood.
oThe targeted customers _Millennials_ favor a
combination of music with video
(NovaonCommunication 2021).
Figure 77, 78:Di venha, Di de troveMVs Screenshot from Youtube
Implementation
Tet online MVfeature Tran Thanh and JustaTeeusing
Heineken 0.0 through out their journey coming to their
hometown and their Spring trip to meet relations and friends.
Message:Heineken 0.0 is the new choice for this Tet holiday
during every moment of the day to have the perfect Tet with
both safety and fun.
Many brands released MVs for the Tet holiday season and
received a lot of positive feedback from customers, resulting
in enormous success such as “Điđểtrởvề” _Biti’s, “Đivềnhà”
_Honda (YouNetMedia 2021).
➢Create more brand love
toward Heineken, specifically
Heineken 0.0.

48. Figure 79:Heineken sales promotion on
2020 Tet, screenshot from Heineken
Vietnam
5. Campaign
❖Promotion
▪Sale Promotion
Heineken has had a sales promotion for many Heineken
products on Tet, but the promotion is not for Heineken 0.0.
Sales promotion for Heineken 0.0 as a company’s gift for
employees on Tet Holiday in 2022.
Create more sales and contact points for Heineken 0.0.
▪CSR
Heineken 0.0 sponsors for the year-end trips to bring
workers away from home to comeback for their hometown
to celebrate Tet holiday. While that, Heineken can give away
Heineken 0.0 for each trip.
Heineken did many CSR efforts last year during the
pandemic, which helped Heineken grow rapidly last year.
Increase Heineken’s contact point, reputation, and
awareness of people about Heineken 0.0.
Figure 80:Many people can’t afford to go back their
hometown, screenshot from Laodong

49. Timeline

50. THANK YOU

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54. TASKS MEMBERS
Introduction All team members
Target customer and Positioning Vu Bao Hung -s3924556
Tran Huu Gia Bao -s3891808
Product Ngo Quoc Cuong -s3927375
Nguyen Thai Ha -s3924371
Price Vu Bao Hung -s3924556
Tran HuuGia Bao -s3891808
Place Vu Quang Vinh -s3927109
Nguyen Tan Dung -s3915157
Promotion All team members
SMART Objective All team members
Product and Price recommendation Ngo Quoc Cuong -s3927375
Vu Bao Hung -s3924556
Place recommendation Vu Quang Vinh -s3927109
Nguyen Thai Ha -s3924371
Promotion recommendation Vu Quang Vinh -s3927109
Campaign recommendation Nguyen Tan Dung -s3915157
Tran Huu Gia Bao -s3891808
References List Vu Bao Hung -s3924556
Powerpoint design Nguyen Thai Ha -s3924371
TASK ALLOCATION