vietnam beer and beverages company vinabb co., ltd marketing plan
TRANSCRIPT
Vietnam Beer and Beverages Company
VinaBB Co., LTD
Marketing Plan
Content:
Introduction Current market situation SWOT analysis Objectives Segmentation- Target Promotion – Advertising Conclusion
Introduction
VinaBB is a young beer and beverages company. We has been on market for nearly 3 years.
VinaBB are producing 3 brands: VinaCoke, VinaJuice and VinaBeer
At the end of 2009, VinaBB was having 400 labor.
VinaBB has distributed many social activities from a part of earnings.
Chart of products
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
1st year 2nd year 3rd year
VinaBeer
VinaCoke
VinaJuice
3-D Column 4
Current market situation
Supplier:
_ VinaBeer are made of water, rice, malt, houlon flower.
_ All main ingredients are imported so it cause the high cost material
_ Recently, price of malt and houlon flower are slightly increasing
Competitor:
Current market situation
Distribution network
32%
20%10%
7%
4%
2%
25%
SABECO
Vietnam Brewery Limited
HABECO
VinaBeer
SEAB_ Halida, Carlsberg
HBL_ Huda, Festival
Others
Vietnamese beer market share in 2009
SWOT Analysis
Strengths Reasonable price for most Vietnamese. Vietnamese’s palate. New and attractive design Local and international material sources. Active employees High closed-line production technology Applying ISO 9001:2000 quality management system.Good prepared waste solution system
Weaknesses New trademark Lack experience managers, employees Narrow delivery network Unstable price because of the difference of Foreign and Local currency
SWOT Analysis
Opportunities Beer is high potential market in Viet Nam Viet Nam joined WTOMore and more young people into drinking The break out in technology and internet service Young and educated population “ Vietnamese use Vietnamese products” promotion.
ThreatsInstable of policies in Viet Nam Increasing fuel cost Viet Nam joined WTO Natural disasters effect material sources People tend to use healthy products such as green tea or birds net
Objectives:
Product objectives:
- Creating more attractive design
- Producing convenient plastic bottle beer
- Developing beer for younger people and women, high income people
- Expanding market to North Viet Nam
- Exporting to neighbors such as Thailand, Cambodia, Laos…
Objectives:
Financial objectives:- Increasing revenue 20%
Marketing objectives:- Reaching 10% of Viet Nam’s market share.
- Spending 40% profit for advertising and promotion
- Improve brand name and customer belief by inviting nutritionists.
Segmentation- Target
Geographic Country: Viet Nam Density: urban and rural Region: Southern and Central
Demographic Age: 18-50 Gender: Male Income: Low and middle
Psychographic Social class: average class Lifestyle: normal, simple and relaxing Personality: traditional, straightforward, unaggressive, unambitious.
Behavioral Occasions: Tet holiday, meetings, wedding, birthday, etc Loyalty status: low and middle
Customers:
Segmentation- Target
Price:
Position graph on Price compare with Quality
Segmentation- Target
Place:
Promotion – Advertising
Advertising:- TV channels (HTV7,VTV3, BTV1,...)
- Newspapers (Tuổi trẻ, Người Lao Động, Thanh Niên, Công An,…)
- Magazines ( Sài Gòn Tiếp Thị)
- Panels, Posters
- Internet (www.VinaBB.com.vn)- Famous websites (TuoitreOnline, VietnamExpress)
Promotion – Advertising
Sale promotion:Promotion programs:
- “Drink beer, win 10 Honda AirBlade and many
precious rewards ”- Giving discount beer coupons
- Etc
Promotion – Advertising
Public relationship:
- Doing charity works, programs (Vươt lên chính mình, Câu chuyện ước mơ)
- Sponsoring for Game shows (Chung Sức), Football teams, Musical shows (Thay lời muốn nói, Quà tặng âm nhạc,..), Campaigns (Mùa Hè Xanh, Hoa Phượng Đỏ)
- Raising funds for poor and excellent students- Etc…
Conclusion
VinaBB is a young company on Vietnam market with the modern technology and active managers.
However, VinaBeer have to face with many difficulties in competition, politics and market share,...
VinaBB should be concentrated on market expansion, advertising, promotion an product’s quality to maintain and develop market position.
Trương Thị Phương KhanhNguyễn Thiên Lý
Lê Mai ThyNguyễn Thị Hồng Nhung
Lữ Thị Hạnh NhânLê Thanh Tùng
Nguyễn Thị Như Quỳnh
Thank for your attention