[ CCO201 ] Group 2 - SAB PDF

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GROUP 2 MEMBERS: Nguyễn Hồng Ái CE Lý Minh Phương Uyên CS Hà Phước Lộc CS Nguyễn Lê Khải Hoàng CS Lê Bá Hải Thiên CS Nguyễn Trúc Vi CS Lê Minh Triết CS Lý Bá Linh CS I) OVERVIEW:"Burst into internal strength before the games". Saigon Beer is leading brand name in Vietnam beer industry with about 140...

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GROUP 2 MEMBERS: 1) Nguyễn Hồng Ái

CE150352

2) Lý Minh Phương Uyên

CS150001

3) Hà Phước Lộc

CS150592

4) Nguyễn Lê Khải Hoàng

CS150777

5) Lê Bá Hải Thiên

CS150105

6) Nguyễn Trúc Vi

CS150555

7) Lê Minh Triết

CS150396

8) Lý Bá Linh

CS150339

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TABLE OF CONTENTS I) OVERVIEW: ............................................................................................................................................4 II) ANALYSIS: .............................................................................................................................................5 1) Context: ....................................................................................................................................... 5 2) Environmental Scan: ............................................................................................................... 7 3) Stakeholders Analysis: ............................................................................................................8

III) PLANNING: ....................................................................................................................................... 10 1) Objectives: ................................................................................................................................ 10 2) Strategy: .................................................................................................................................... 10 3) Audiences: ................................................................................................................................ 10 4) Announcement: .......................................................................................................................11 5) Messages:...................................................................................................................................11 6) Tasctics: .....................................................................................................................................11 7) Issues: .........................................................................................................................................11 8) Budget: ...................................................................................................................................... 12 9) Evaluation: ............................................................................................................................... 13

IV) References: ........................................................................................................................................ 14

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I) OVERVIEW: "Burst into internal strength before the games". Saigon Beer is leading brand name in Vietnam beer industry with about 140 years of developing. Saigon Beer is recognized as National Brand and also honored to be the 351st member in Berlin Beer Academy – one of the cradle of global beer culture. Affirm class: Vietnamese consumers are familiar with the brand: Saigon Beer (or Bia Saigon) of Saigon Beer-Alcohol-Beverage Corporation (Sabeco). In 2017, Saigon Beer has been over 142-year original history, 40-year brand building and development. Since that 142 milestone, the yellow beer bubbles flow has continuously kept up the future way, always made Vietnamese proud of their products. Quality builds trust: Quality assurance and quality control guidelines are the most important - strictly follow technical regulations in quality management to the top. Saigon Beer has implemented successfully and applied ISO 9001 - 2008, ISO 1400 and HACCP quality management system in corporations, member companies all over the country. The quality of Saigon Beer has been increasingly recognized by Bureau Veritas Certification's Quality - Food Safety - Environmental Management System. Saigon beer products has been manufactured with high quality equipment imported from advanced countries in the world, ensuring high precision synchronized, mounted in an automatic production line together. The team of skillful workers and technicians has brought about the successful combination of modern technology with traditional long-term fermentation to create the products with stable quality and distinctive flavor in Vietnam market. Social responsibility: Inheriting and promoting through generations, the sharing has the Saigon Beer culture, the message "Saigon Beer join hands with the community" has been the guideline for all activities of the Corporation and spreads all the system. Every year – along with the sustainable development in business with a sense of 4

responsibility to the community - Sai Gon Beer has contributed tens of billions of VND to the heroic activities of the Vietnamese Mother, community activities in response. to the national target program to build new countryside, etc ... as well as activities coordinated with organizations such as the Central Youth Union, Ho Chi Minh City Union ... etc. From 2013 to 2016, Sai Gon Beer has contributed over 200 billion VND to social activities. Especially since 2015, the strategic cooperation between the Corporation and the Central Ho Chi Minh Communist Youth League has contributed actively to respond to the campaign of the Government "Vietnamese people prioritize using Vietnamese goods". Change to survive and develop: The country's economy is now recovering, growing more steadily than in the previous years; however, weather and environmental fluctuations have significant influences on consumption in general and Beer market in particular. In addition, the policy of increasing the excise tax and restricting the consumption of alcoholic beverage also impacted on the consumption of Sai Gon Beer. Especially, since 31/12/2015, the ASEAN economic community officially formed. In addition to the presence of domestic beer brands, the market penetration of the world's leading beer brands with the advantage of brand and financial potential, creating increasingly intense competition pressure. It requires Vietnamese businesses to have new "mindsets" to survive and integrate in this large commodity market. Facing difficulties and challenges ahead, in the spirit of identifying change is always a matter of survival and development.

II) ANALYSIS: 1) Context: TIMES

ACTIVITIES A little brewery founded by Victor Largue - a

1875

Frenchman in Saigon 1875. In 1910, this brewery developed into a completed factory of producing beer, soft drinks and ice. In September 1927, factory was officially

5

merged into BGI brand, Frenchin 1977 and was managed by the Southern Brewery Company, renamed as Saigon Beer Factory, phasing into the new development era. Sai Gon Beer Factory was establish. On May 17, 1997, the Minister of Food and Victuals declared the Decision No. 845 / 1977

LTTP which handled the whole factory of BGI for Southern Alcohol Company to manage. Since June 01, 1977, the factory wasw renamed as Saigon Beer Factory. Introducing 333 beer can design. In October 1985, the

1985

factory deployed the canning system which produced the first canned beer in Vietnam market: so alled 333 canned beer. Introducing the bottle of Saigon Lager beer. In February 1992, the factory completed the installation and launched system into the mass production with capacity of

1992

30,000 bottles per hour and started using plastic case instead of wooden case. Product designs are improved to be more diversified. The 450ml bottle is a replacement of the 500ml one. Sai Gon Beer Factory becomes Sai Gon Beer. Company

1993

Saigon Beer Factory changed the name into Sai Gon Beer Company after it integrated Sai Gon Ice Factory, Beer Alcohol Plant and Dakai Mineral Water Factory together. Introducing Saigon Export beer bottle. In August 1996,

1996

335ml exported beer bottle Saigon Export was introduced to the market. Introducing Saigon Special beer bottle. In 1999, the

1999

company researched and produced high-class beer bottle so called Saigon Special. Saigon Alcohol, Beer and Beverages Corporation

2003

(SABECO) was established. Saigon Alcohol, Beer and Beverage Corporation (SABECO) was established on the basis

6

of new members' integration like Binh Tay Liquor Company, Chuong Duong Beverages Company, Phu Tho Glass Factory and Saigon Alcohol, Beer and Beverage Corporation. Saigon Alcohol, Beer and Beverages Corporation (SABECO) was established. Saigon Alcohol, Beer and 2008

Beverage Corporation (SABECO) was established on the basis of new members' integration like Binh Tay Liquor Company, Chuong Duong Beverages Company, Phu Tho Glass Factory and Saigon Alcohol, Beer and Beverage Corporation.

2010 2015 2016

Sabeco reached the output of 1 billion liters of beer. 140-year anniversary of forming and developong Saigon Beer Company. Officially issue stock at Ho Chi Minh Stock Exchange. Stock code: SAB. The launch of Saigon Gold. SABECO launched Saigon 330ml and 5% ABV, which represented the most premium beer

2017

of SABECO and were produced in limited quantities. 53.59% of SABECO shares to Vietnam Beverage Co., Ltd and continues to hold 36% of shares. The change in structure of managerial organization of

2018

SABECO. Audit Commit tee was establish to replace the Board of Supervivors. Bia Saigon and 333 relaunches. In August 2019, SABECO

2019

relaunched Bia Saigon brand including Bai Saigon Special, Bia Saigon Lager and Bia Saigon Export. In December 2019, SABECO relaunched 333 cans.

2) Environmental Scan: Quality assurance and quality control guidelines are the most important - strictly follow technical regulations in quality management to the top. Saigon Beer has implemented successfully and applied ISO 9001 - 2008, ISO 1400 and HACCP 7

quality management system in corporations, member companies all over the country. The quality of Saigon Beer has been increasingly recognized by Bureau Veritas Certification's Quality - Food Safety - Environmental Management System. Saigon beer products has been manufactured with high quality equipment imported from advanced countries in the world, ensuring high precision synchronized, mounted in an automatic production line together. The team of skillful workers and technicians has brought about the successful combination of modern technology with traditional long-term fermentation to create the products with stable quality and distinctive flavor in Vietnam market. To bring the quality products to Vietnamese consumers, Sai Gon Beer constantly invests in developing and renewing technology with the example of the most modern Sai Gon - Cu Chi Beer Factory. South Asia and the modern system of Saigon Beer factories are synchronized across the country. The factories of Saigon Beer are not only modern and domestic in scale, but also applied the international system "Green Plant" including 3 criteria: fuel economy, high efficiency and especially filter technology. Besides, scientific and modern management system, stable source of materials are the factors that bring about the stability of quality of Sai Gon Beer. With that effort, Saigon Beer has received many prestigious awards in the country and abroad. Typically, in 2015, Beer 333 Premium Export was honored to be awarded the AIBA International Gold Medal 2015 with the best product certification in the style of Lager. In addition, Saigon Beer is awarded Silver and Bronze for Saigon Lager. This is a great opportunity for Sai Gon Beer to be exported to foreign markets and to raise the brand value in Vietnam and international markets. "

3) Stakeholders Analysis: Stakeholders

Approach method Organize customer conferences.

Customers

Update news on social networks and website. Survey and evaluate customer satisfaction.

8

Receive and answer inquiries via email. Meet and interact directly at meetings of the General Shareholders/Investors

Meeting of Shareholders. Get written opinion of shareholders. Attend investors’ meetings and forums Review and monitor supply process.

Suppliers/Partners

Organize conferences with suppliers and partners, especially key suppliers. Participate in conferences and forums of State agencies.

Authorities

Send official letter to ask guidance of authorities if necessary. Participate in activities of Vietnam Beverage Association (VBA). Update notice and regulation communication on

Employees

notice boards and electronic email. Organize annual training programs and conferences. Meet and discuss directly with the Board of Management, Communist Party and Labor Union.

Press

Prepare and issue press releases. Update news on social networks and website.

Community

Coordinate with local authorities. Organize and participate in events in many provinces.

9

III) PLANNING: 1) Objectives: Increase sales revenue of non-alcoholic drinks of two product Soft drink Sarsaparilla and Soft drink with Orange flavor from 0,7% to 7,7% in total revenue in 2021 (from June to December) . 2) Strategy: Generate the maximum coverage possible after the advertising campaign. Proactively approach target audiences that the campaign aims to make them remember the products "Soft drink Sarsaparilla" and "Soft drink with Orange flavor" through the mentioned images and sounds. Internal communication through "Sabeco Eoffice" and external communication with customers through on the website, social media to know the effectiveness and problems encountered to find solutions. Building relationships with the press agencies, reporters, composing,... to provide information about campaign. Create TVC advertising (a video promotion the products, a video with KOLs and soft drink sarsaparilla). Sponsor and advertisment 2 music video with KOLs. Marketing online on social media and offline on billboard.

3) Audiences: Age: Target customers include 2 main segments. The first segment: targeting young consumers, from 10 to 35 years old, who need and like soft drinks products. The second segment: consumers over 40 years old, wishing to buy soft drinks to give to relatives. Income: Provide affordable products for students, middle class, ... Location: Focus on the domestic Vietnamese market. Especially the Southern market, where there is a high demand for soft drinks. Gender: For both boy and girl, men and women.

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4) Announcement: Optimize recognition on online media and use them through social networks, websites, etc. Focus on promoting video marketing for products and brands. Simultaneously coordinate offline communication. 5) Messages: "WITH SOFT DRINK SARSAPARILLA SAVE YOUR BEST MEMORIES". With the above message, SABECO wants when customer use the products, they only remember the good things. Sadness or angry things will fade and disappear in mind, just best memories will remain forever.

6) Tasctics: 1) TVC to advertise two non-alcoholic product: Soft drink Sarsaparilla and Soft drink with Orange flavor. 2) TVC to advertise "Soft drink Sarsaparilla": introduction products by stories that actor Tran Thanh tells. 3) Sponsor and advertisement in 2 music videos of singers: Đen Vâu, Amee. 4) Marketing online on Facebook, Youtube, Tiktok and TV about products with message: "With soft drink sarsaparila save your best memories". 5) Offline Marketing on billboard.

7) Issues: There are some potential issues may be appear when the advertising campaign is processing: (1) Covid-19 has outbreak and the target market is being lockdown, people are not going out, offline advertising is not effective. Reduce offline advertising, promote more online advertising. (2) KOLS has some bad things that affect the image while promoting the product.

11

Depending on the level, cooperation and press release can be stopped immediately to avoid being influenced by KOLs. (3) KOLs have a problem, can't do TVC or MV to promote products. Quickly find other KOLs, especially influential KOLs at that time, so that the campaign can continue. (4) When sales are too low compared to expected when running a campaign for 1-2 months. Review the data, seek information from multiple sources: online (social media) and offline (distribution units), find out the cause and fix it instant. 8) Budget: Amount

Spec.

Activities

Price

TVC to advertise two 1

1

pack

products (4k advertise 250.000.000 VNĐ video).

pack 2

1 KOLs

TVC to advertise "Soft drink Sarsaparilla" Booking

KOLs

Thành) Sponsor

pack 3

pack

Booking

18

KOLs

(Đen

Vâu)

70.000.000 VNĐ

and

advertisement in music 500.000.000 VNĐ video

KOLs 5

and

advertisement in music 500.000.000 VNĐ

Sponsor 1

110.000.000 VNĐ

video

1 KOLs

4

(Trấn

220.000.000 VNĐ

times / 6 months

Booking KOLs (Amee) Marketing and ads on Facebook

40.000.000 VNĐ 500.000.000 VNĐ

12

12 24

6

times / 6 months times / 6

Marketing and ads on Youtube Marketing and ads on

months

Tiktok

6

months

Ads on TV

7

psc

Total

Marketing

300.000.000 VNĐ 700.000.000 VNĐ 300.000.000 VNĐ

offline

on

billboard

700.000.000 VNĐ

4.190.000.000 VNĐ

9) Evaluation: Measure the effectiveness of the advertising campaign: Brand mentions: shows how many times your brand name, hashtag or any other word while running advertising campaign. Indicate when the target audiences are discussing about products. Sentiment: The outtakes of advertising campaign are all about the emotion of target audiences are about message. If there are many positive emotions, the campaign is showing effectiveness. On the contrary, when there are too many negative emotions, it will create a crisis and need to revise the campaign. Engagement: The number of likes, comments, and shares under posts indicates positive or negative social media activities. The higher the post engagement rate, the more spread the message will be on social media. Social media reach: Total outreach takes into account who shared the post on social media and the number of followers. A large total outreach metric is the first step in launching a successful advertising campaign. Share of voice: Recognizes brand awareness, information about your target audience, like engagement level or favorite platforms, and celebrities, ect. The higher the level, the advertising campaign more successful.

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IV) References: (1) https://www.sabeco.com.vn/trang-chu (2) https://finance.vietstock.vn/SAB/financials.htm (3) Sabeco BCTN_2019_VIET.pdf (4) Booking KOLs (5) Sabeco spends a lot of money on advertising (6) EN - 2018 AR

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THE END THANK YOU FOR FOLLOWING

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