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