ASIGNMENT 2:

MARKETING
STRATEGY
FOR SABECO
Presenter: Dam Chi Huong
Au Huynh Phuong Anh
Dang Hoang Quy
Dinh Van Tien Dat
 TABLE OF CONTENT:
 1. Executive Summary  4. Marketing campaign objective
 4.1. Objective
 2 Introduction
 4.2 Issues
 3 Situation analysis
 3.1 Marketing environment analysis  5. Marketing strategy
 5.1 Segmentation
 3.2 Marketplace information
 5.2 Tageting
 3.3 Competition analysis  5.3 Positioning
 3.4 Customer analysis  5.4 Marketing mixs strategies
 3.5 Company's internal capabilities  6. Acition programand Budget

 7. Control

 Conclusion
1. EXECUTIVE SUMMARY
- Market research to support pricing decisions and new
market entry

- Personalized messages for specific populations and

geographic regions
- Platform choices for product and service promotion:
digital, radio, Internet, trade magazines And the
combination of these platforms for each activity

- Indicators that measure the results of marketing efforts

and their reporting schedule
1. EXECUTIVE SUMMARY
 1. EXECUTIVE SUMMARY

- Strong marketing in the market of Lac Vietnamese beer

- Target market: Circle K, B's mart, 7-Eleven, Ministop,

Shop & Go, VinMart and VinMart, Satrafoods ...etc.
2. INTRODUCTION

Sabeco is Vietnam's largest beer company

The most famous brands are BiaSaigon and 333 Beer.

3. SITUATION ANALYSIS
3.1. Marketing environment analysis
- Sabeco controls approximately 40% of the market. VBL came
in second with 33.5 percent, followed by Habeco with 10.9
percent.
- There are six environmental in macro environment that has a
significant effect on the development of company as presented
in figure …:
3. SITUATION ANALYSIS
3.1. Marketing environment analysis


 *Company
3. SITUATION ANALYSIS - Sabeco has become the leader of the beer
industry in Vietnam with a high position in
3.1 Marketing environment analysis
the market.
Besides, the micro environment also have the potential to •Sabeco includes some of Vietnam's most
popular beer brands such as Bia 333, Bia
impact the firm's. Figure … below shows six main forces
Saigon Special, Bia Saigon Export, Bia
in the micro environment: Saigon Lager, Bia Lac Viet, etc.

*Suppliers
Suppliers are an integral part of an
organization's entire value delivery
chain for customers.

Sabeco contributes a significant portion of the country's GDP

each year, so Sabeco has to have enough suppliers to meet the
high demand in Vietnam.
Unfortunately, we can notice that raw materials (e.g.,malt and
hops) are becoming more and more expensive as facing the
complex situation of Covid-19.
 *Publics
3. SITUATION ANALYSIS Sabeco has done well in using media or public relations
1. Marketing environment analysis to promote its products.For example, they announced
*Intermediaries the “Rise with Vietnam” relay to raise funds to support
Before the Covid-19 pandemic, almost total sales of Sabeco rely Vietnamese workers who were affected by the Covid-19
on bars, restaurant, and so on. pandemic.Otherwise, they also set aside a minimum
However, due to the Covid 19 policy of avoiding public amount of VND 1 billion to support for flooded
meetings, these places are closed so Sabeco have to collaborate households in the Central of Vietnam. ->Sabeco's image
with resellers such as Big C, Lotte Mart, Circle-K, Family Mart becomes more pleasant in the eyes of the public.
to make sure that the company is not standing still

*Competitors
In 2021, Sabeco - The big player in the beer *Customers
industry is accounting for nearly 40% of the Customers are the product's target audience -> Thus,
market share, followed by Heineken with 33.5%, recognizing, predicting, and satisfying their needs is critical.
Habeco with 10.9% and Carlsberg with more than Sabeco is separating the customers into two groups: below 30
8% -> In the completion of alcohol drink, Sabeco and above 30. This sector wil be discuss clearly in part 3.4
has to compete with other strong brand. Customer analysis.
3. SITUATION ANALYSIS
3.2 Marketplace information

- In Vietnam, beer is a social drink and is an important component of

Vietnamese culture.

Not only Sabeco, but also a lot of beer companies competing for their own
brand name.

Today’s trend of many beer companies is making new kind of beer that
combines between traditional and new unique taste

-> In this case, Lac Viet Beer from Sabeco is a new factor that very
competitive in the Vietnamese beer market.
3. SITUATION ANALYSIS
3.3 Competition analysis
Sabeco’s competitors such as Heineken, Carlsberg, Habeco has
been growing fast in Vietnam, and the statistic table below will
shown the strengths and weaknesses of these products:
Strengths - Strong brand positioning. Weaknesses
- Variety of interactive and channels. - Do not focus on emotional connection.
- Product/ Market diversification. - Financial is not very efficient.
- Multinational brand with its business in over 195 countries. - Lower market share.
- High-quality product. - Volatile exchange rates.
 To conclude, Heineken is a formidable competitor
- High commercial value.
for because they have high commercial value and
- No interaction on digital space.
high-quality
- Reasonable price for most Vietnamese people. favoured by a lot of people. - Lack of promotion campaign.
- New and attractive design. - Difficult to penetrate into other regional markets for consumers
- High closed-line production technology. that not familiar with Hanoi's beer taste.
- Local and international material sources - The policy of distributing products is restricted in the distribution
management to eachretail agent.

- Locally, chose based on feeling towards long history.

- Has a long tradition, entered the minds of consumers across - Lack of experience managers, employees.
generations.
- Beer products are suitable with the habits of the Northern - Narrow delivery network.
people.
- Lack of understanding in the new market.
- Network of distribution and sales across the country and
experienced  - Weak segment in Vietnam beer market
 3. SITUATION ANALYSIS
3.4 Customer analysis
- Customer segmentation of Sabeco is focuses mostly in
consumers with the age of 18 to 50 and has medium of
disposable income.
- In particular, Sabeco is separating the customers into two
groups:

+Customers with the age below 30: do not have high

+Customers with the age above 30: have high demand for the
domestic product.
 Strengths Weaknesses
3. SITUATION S1: Endorsement by strong corporate brand. W1: Research and Development is not very efficient.
ANALYSIS S2: Wide distribution channels. W2: A large amount of raw materials are mainly
3.5 Company’s internal capabilities S3: Good beer quality.
imported from abroad that affecting costs and product
prices.
-The table below an overview of the W3: Products are manufactured in many factories, so it
SWOT of Sabeco: is difficult to synchronize product quality.

Opportunities Threats
O1: In 2019, Vietnam and the European signed a Trade T1: Fluctuating raw material costs threaten profitability
Agreement and an Investment Protection Agreement, in a competitve market in which higher prices cannot
this is a good opportunites to increase trade and expand easily be passed in to consumers.
the market.
T2: Significant expansion plans from Carlsberg,
O2: A growth in e-commerce industry is a good chance Heineken and Habeco could threaten SABECO’s brand.
for Sabeco to earn revenue. T3: The level of knowledgeable people has increased
O3: The amount of beer used in foreign market is could make a decrease in sales of beer.
increasing highly.