Phân tích mô hình cạnh tranh PESTLE và các yếu tố vi mô, vĩ mô ảnh hưởng đến hoạt động kinh doanh của tổng công ty SABECO

ASSIGNMENT 2 FRONT SHEET
Qualification

BTEC Level 4 HND Diploma in Business

Unit number and title

Unit 2. Marketing Processes and Planning

Submission date

10/04/2023

Date Received 1st submission

Re-submission Date

Date Received 2nd submission
Final scores

Student names & codes

Signatures

1. Dong Thi Linh_BH01210

Linh

2. Nguyen Thi Thu_BH01199

Thu

3. Luu Thi Quynh Nga_ BH00854

Nga

4. Le Linh Chi_BH01107

Chi

5. Mau Bich Thuy_ BH00778

Thuy

Group number:

BA0603

Class

Ngo The Nam

Assessor name

Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false declaration is
a form of malpractice.

P3

P4

P5

M3

M4

M5

D2

D3

D4

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OBSERVATION RECORD
Student 1

Dong Thi Linh

Description of activity undertaken
I. Introduction 2. Heineken Marketing Mix 7P's 1. Executive Summary
2.1.4 The influence of the macro environment
2.3. Product review
V. Conclusion
Reference
Correct all the wrong parts of the article.

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
signature:

Date:

Assessor
signature:

Date:

Assessor
name:

2


Student 2

Nguyễn Thị Thu

Description of activity undertaken
Sabeco's 7Ps strategic analysis includes product strategy, price, location, promotion, people, process, physical
evidence.

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
signature:
Assessor
signature:

Thu

Date:

Date:

Assessor
name:

3


Student 3

Luu Thi Quynh Nga

Description of activity undertaken
2. Situation Analysis

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
signature:

Date:

Assessor
signature:

Date:

Assessor
name:

4


Student 4

Lê Linh Chi

Description of activity undertaken
Sabeco's 7Ps strategic analysis includes product strategy, price, location, promotion, people, process, physical
evidence, objectives and issues.

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student

signature:
Assessor
signature:

Chi

Date:

Date:

Assessor
name:

5


Student 5

Mau Bich Thuy

Description of activity undertaken
5. Action Program
6. Controls and Monitoring
IV. Developing a Media Plan for SABECO

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student

signature:

Date:

Assessor
signature:

Date:

Assessor
name:

6


 Summative Feedback:

Grade:

 Resubmission Feedback:

Assessor Signature:

Date:

Internal Verifier’s Comments:

Signature & Date:

Mmxnnb

7


Contents
I.

Introduction .......................................................................................................................................... 11

II.

The Comparison Between SABECO and Heineken................................................................................ 11
1.

2.

SABECO Marketing Mix 7P's .............................................................................................................. 11
1.1.

Product ....................................................................................................................................... 11

1.2.

Price............................................................................................................................................ 14

1.3.

Place ........................................................................................................................................... 15

1.4.

Promotion .................................................................................................................................. 16

1.5.

Process ....................................................................................................................................... 17

1.6.

Physical Evidence ....................................................................................................................... 18

1.7.

People......................................................................................................................................... 18

1.8.

Conclusion .................................................................................................................................. 19

Heineken Marketing Mix 7P’s ........................................................................................................... 19
2.1

Product ....................................................................................................................................... 19

2.2.

Price............................................................................................................................................ 20

2.3.

Place ........................................................................................................................................... 21

2.4.

Promotion .................................................................................................................................. 22

2.5.

Process ....................................................................................................................................... 23

2.6

Physical Evidence ....................................................................................................................... 24

2.7.

People......................................................................................................................................... 24

2.8.

Conclusion .................................................................................................................................. 25

III. Developing a Marketing Plan for SABECO ............................................................................................ 25
1.

Executive Summary ........................................................................................................................... 25

2.

Situation Analysis .............................................................................................................................. 26

2.1

Market analysis of the beer industry ......................................................................................... 26

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2.1.1

Review of the beer industry market ................................................................................... 26

2.1.2

Market segment ................................................................................................................. 27

2.1.3

Demand of customer .......................................................................................................... 27

2.1.4

The influence of the macro environment........................................................................... 28

2.1.4.1 Demographic ................................................................................................................... 28
2.1.4.2 Economic ......................................................................................................................... 28
2.1.4.3 Natural............................................................................................................................. 29
2.1.4.4 Political ............................................................................................................................ 29
2.1.4.5 Technological .................................................................................................................. 29
2.1.4.6 Cutural ............................................................................................................................. 30
2.2

2.2.1

Heineken ............................................................................................................................. 31

2.2.2

Sagota ................................................................................................................................. 31

2.3.
3.

4.

Competition review.................................................................................................................... 30

Product review ........................................................................................................................... 32

Objectives and Issues ........................................................................................................................ 33
3.1

First- year objectives .................................................................................................................. 33

3.2

Second- year objectives ............................................................................................................. 33

3.3

Issues .......................................................................................................................................... 33

Marketing Stragegy ........................................................................................................................... 33
4.1

Target segment .......................................................................................................................... 33

4.2

Positioning and differentiation strategy .................................................................................... 34

4.3

Marketing mix 7Ps strategy ....................................................................................................... 34

4.3.1

Product................................................................................................................................ 34

4.3.2

Price .................................................................................................................................... 36

4.3.3

Place .................................................................................................................................... 36

4.3.4

Promotion ........................................................................................................................... 38
9

4.3.5

People ................................................................................................................................. 40

4.3.6

Process ................................................................................................................................ 41

4.3.7

Physical Evidence ................................................................................................................ 41

5.

Action Program .................................................................................................................................. 42

6.

Controls and Monitoring ................................................................................................................... 43

IV. Developing a Media Plan for SABECO ................................................................................................... 43

V.

1.

Media Goals and Objectives .............................................................................................................. 43

2.

Target Audience ................................................................................................................................ 44

4.

Media Chanels ................................................................................................................................... 44

5.

Controls and Monitoring ................................................................................................................... 45
Conclusion ............................................................................................................................................. 46

VI. Reference .............................................................................................................................................. 46

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I.

Introduction
After discussing Marketing in general, and analyzing the responsibilities and roles of Marketing

department in SABECO- (Sabeco is an enterprise operating in FMCG - fast consumer goods in Vietnam).Saigon
Beer - Alcohol - Beverage Joint Stock Corporation, Also Known as Sabeco (Saigon Beer-alcohol-beverage Joint
Stock Corporation), is a Vietnamese Joint Stock Company. Despite The Fact that it is a Joint Stock Company,
the State Retains Nearly 90% of the charter Capital of Sabeco, and the Ministry of Industry and Trade Serves
As The State's Representative in Sabeco.After I was appointed as Marketing executive position at SABECO
Corporation. My and my team's goals have been to analyze and research the competition, and to develop a
marketing plan for a new product line to achieve the marketing goals of the business.

Below is a detailed report of our team. The report consists of 6 parts. Part 1 is the introduction. Part 2 is
mainly about analyzing the 7Ps strategy of SABECO and its direct competitor, Heineken Vietnam. Part 3 is
mainly developing a marketing plan for SABECO's new product line, SaiGon Better non-alcoholic beer. The first
is market analysis to investigate customer needs and target customers. In addition, the analysis of the
influence of the macro environment on marketing activities and an overview of direct competitors in the nonalcoholic beer market in Vietnam. Next is the specific goal that SABECO wants to achieve when launching this
non-alcoholic beer. And the most important part is building a detailed plan for the marketing strategy. Finally
the big part 5 is the conclusion and the big part 6 is the reference.

II. The Comparison Between SABECO and Heineken
1. SABECO Marketing Mix 7P's
1.1. Product
Sabeco Company (Saigon Beer - Alcohol - Beverage Joint Stock Company) is one of the largest and
most famous companies in the field of beer, wine and beverage production in Vietnam.
Sabeco's products are designed with a hand-held, slim but strong bottle shape, a very modern design
and convenient for drinking beer from a bottle. The packaging of the product is focused by Sabeco on a label
design that blends elegant and luxurious white with a masculine and strong silver luster. Along with that are
the subtle accents of the traditional yellow and red colors of the East Asian people. Imported brands in the
same industry all have eye-catching packaging and designs, understanding that Sabeco focuses on launching
products with beautiful designs to be able to compete with competitors.( Thang, 2022)

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Diversification of products: In the early stages of taking over, Sabeco only had two types of bottled beer:
Larue with a capacity of 610ml and a beer with a capacity of 33 with a capacity of 330ml. Up to now, Sabeco
has launched many product lines along with impressive awards:

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Product quality: With the ability to produce high-quality products, Sabeco has always adhered to ISO
standards and strict quality control processes. SABECO's products undergo strict production processes. Before
delivering to consumers, each product is tested according to a 12-step production process such as: grinding
mill, malt pot, wort filter pot, boiling pot, boiling pot, quick cooling, tank fermentation, beer brewing tank,
long cooling, beer filtration, clear beer tank, beer extraction. Product quality is always kept and guaranteed to
be stable, all Sabeco products are aimed at products that are beneficial to the health of customers, in addition
to the high quality factor that is always highlighted by the company. Thereby helping to increase customer
confidence and enhance the image of the company. ( SAB,2021)
With the Special, Premium, and Export bottles of beer added to TCCS4:2008 standard, they will become an
elegant, luxurious and close friend in meetings with business partners, friends or close friends. necessary in
meals and celebrations of each family. The element "Premium" is added to Sabeco's business strategy when
putting its products in association with the image of high-class, luxurious products and matching the tastes of
Vietnamese consumers when they always want quality products. and high end.

1.2. Price
The pricing strategy of Sabeco (Saigon Beer - Alcohol - Beverage Joint Stock Company) is one of the
important factors that help the company create competition in the market. Currently, in the beer market,
there are many brands competing with Sabeco such as Heineken, Habeco, Carlsberg, etc. Therefore, in order
to compete with competitors, as well as maintain its No. 1 market share, Sabeco adopted a market penetration
pricing strategy. Different from distilling the market through high pricing strategy, Sabeco's pricing strategy
chooses a new product pricing strategy with relatively low prices to penetrate the market. Sabeco hopes, it
will attract a large number of customers to gain a large market share for itself.( Chloe,2021)
 For consumers: With the goal of leading the market, Sabeco applies medium and low prices suitable to
the incomes of the majority of Vietnamese people. In the Saigon Special line will focus on the middle-class
customer segment, the red Saigon is for the average customer. SABECO's target audience belongs to the
middle and lower class, so SABECO's products are priced at average and lower prices than competitors.
Currently, SABECO's products are priced from 11,500 VND / 330ml can to 255,000 VND / carton of 24 330ml

cans. This is a price suitable for the majority of Vietnamese people's income.
 For stores and agents: Sabeco applies the following policies:
 Discount pricing: Sabeco adjusts its product prices for customers who pay ahead of time and buy in bulk.
Offer discounts to customers who buy and pay instantly by applying a cash discount. Quantity discounts
are applied to customers who purchase products in bulk.
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 Product-Type Discriminant Pricing: Sabeco's products and items will be priced differently, in proportion
to their respective costs.
 Pricing by product type: Sabeco often produces many items, many product types, not a single type. They
will have different forms, brands, features, sizes, etc., so they are priced at different scales.
In summary, Sabeco has applied market penetration pricing strategies to create competition in the beer
and beverage sector in Vietnam. This strategy ensures that Sabeco offers suitable prices to increase sales and
satisfy all different needs of consumers

1.3. Place
Sabeco Company (Saigon Beer - Alcohol - Beverage Joint Stock Company) has applied a careful
distribution strategy to bring its products to customers quickly and efficiently.
 Direct Distribution: Sabeco uses direct distributors to deliver products to its retailers or customers. The
company supplies its products directly to restaurants, hotels, bars, beverage shops, supermarkets and other
retail outlets nationwide.
 Indirect Distribution: Sabeco uses indirect distribution channels such as agents and distributors to bring
its products to more customers. These distributors are capable of distributing Sabeco's products to other
regions such as provinces and cities nationwide. Sabeco's target market is people aged 22-49, who work in
businesses, civil servants who often have relationships, receive guests and do transactions, Sabeco will focus
mainly on cities. big city, town where the population is dense. Because here, the network of restaurant
services, entertainment areas, urban areas and retail stores is extremely rich.
 Distribution centers: Sabeco has built distribution centers across the country to ensure their products
are distributed to different regions at a low cost. A distribution center like this helps Sabeco's products to be

concentrated and distributed to different retail channels in neighboring areas.
 To perfect and promote the strengths of the Sabeco trading system nationwide, Sabeco has more than 1200
distributors covering all parts of the country. The smooth coordination of the transport system, timely and ontime delivery, etc. is an important link to ensure the growth of Saigon Beer. Saigon Beer has built a distribution
network with 39 branches and warehouses in many different provinces. This helps to ensure the quality of
beer, intact bottles without scratches when put on the market.
 Export: This brewery has now exported SAIGON Beer products to many markets worldwide, including:
Europe (France, Netherlands, UK, Sweden, Switzerland, Russia, Denmark, Spain, Czech Republic, Austria, Italy,

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Germany, Romania); Asia (Laos, China, Taiwan, Japan, Hong Kong, Korea, Thailand, Singapore, Bahrain, Israel);
and the Americas (United States, Canada, Panama). ...
In a nutshell, Sabeco's distribution strategy uses direct and indirect distribution channels to bring
products to customers, invests in building distribution centers across the country, and organizes events and
giveaways to promote sales. strengthen customer confidence. These strategies help Sabeco ensure its
products are quickly and efficiently distributed across retail channels and expanded to multiple markets
around the world.

1.4. Promotion
Sabeco Company (Saigon Beer - Alcohol - Beverage Joint Stock Company) has applied an effective
marketing strategy to promote its products and enhance brand recognition. Sabeco's marketing strategy
includes the following elements:
 Traditional advertising: Sabeco uses traditional media such as newspapers, magazines, TV series and
radio to promote its products. Sabeco's promotional videos are widely distributed on television channels with
a large number of viewers such as VTV1, VTV3, outdoor advertising, street advertising, newspapers and
magazines. These campaigns often focus on Sabeco's brand and products, combined with promotions to
increase the attractiveness of the products.( Linh,2021)
 Digital Marketing: Sabeco also uses digital technologies to promote its brand on online platforms such
as Facebook, Instagram, YouTube, etc. Media advertising campaigns combined with digital marketing help

increase visibility and increase visibility. website visits, generate interest in Sabeco brand and increase sales.
Every year, Sabeco spends hundreds of millions of revenue on advertising. The cost is about 50,000 - 70,000
USD for each promotional video, 1000 to 2000 USD for a slogan. One of the successful promotional campaigns
of SABECO is the campaign “You may not be tall, but others must look up” for Saigon Special products. This
advertising idea has highlighted the design feature of Saigon beer bottles that is short. This seems to be the
downside of this beer when users often assume that the lower bottle will have less beer. However, the short
bottle of Saigon beer has a strong flavor, so the amount of beer is still high. Moreover, the important thing still
lies in the taste and quality of the beer. Focusing on product characteristics has helped that slogan become
viral for a long time, the above Saigon Beer advertising campaign has brought Sabeco brand recognition
extremely successfully. Up to now, although Saigon Special has appeared in a canned version, the name "Saigon
Dwarf" is still widely used as a consumer's love for this brand. Besides, this beer company also advertises
products through billboards on the street or banners on websites.

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 PR: Sabeco cooperated with the Ho Chi Minh Communist Youth Union Central Committee to organize
the program "Tet in one house", which supported 270 airline tickets, 1,530 bus tickets and 200 train tickets for
2,000 workers and students in Hanoi, Bac Ninh, Bac Giang, City, Binh Duong and Dong Nai, giving them the
opportunity to return home and reunite with their families during the Lunar New Year. Additionally, 3 billion
VND was given to 600 small business households in the food and beverage industry that were heavily affected
by the Covid-19 epidemic. Sabeco wishes to affirm its national brand and build sympathy in the eyes of endconsumers( Tuan, 2021).
Besides, Sabeco's marketing strategy is very strong when cooperating with Saigon Beer as a sponsor of
Leicester. The English Premier League is a tournament that attracts a large number of fans around the world.
This will help the beer brand earn a lot of revenue from the number of fans coming to the field to use its
products. This strong partnership of Sabeco with a club playing in the English Premier League is an ambition to
penetrate the international market and increase strong customer coverage. This sponsorship strategy not only
helps Sabeco create good links with consulting partners and customer partners, but also enhances Sabeco's
brand recognition.
 Sustainable Branding: Sabeco also focuses on building a sustainable brand through ensuring respect for

the environment and society. This strategy helps not only retain customers' trust in the product, but also helps
Sabeco become a good brand in society.
In summary, Sabeco's marketing strategy includes the use of traditional media along with digital
marketing, sponsorship of cultural and entertainment events, and a focus on building a sustainable brand.
These factors help Sabeco strengthen its brand identity, create interest in products and position its brand in
the hearts of customers.

1.5. Process
Sabeco focuses on improving production processes and supply chains to ensure products of the highest
quality are delivered to customers as quickly as possible, enhancing customer satisfaction with products.
Sabeco's service delivery process includes the following main steps:
 Receiving service requests: Customers contact Sabeco to order beer, wine, beverage or other Sabeco
services.
 Consulting on products and services: Sabeco consultants provide detailed information on products and
services to help customers choose the products and services that best suit their needs.
 Service provision: After the customer has confirmed the request and agreed to the price, Sabeco
proceeds to provide the service to the customer.
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 Payments and Invoices: Customers pay Sabeco based on the contract or the value of the service
provided. Sabeco provides invoices and documents related to the contract and agreement between the two
parties.
 Reviews and feedback: Once the service provided is complete, Sabeco asks its customers to rate and
give feedback on the quality of its products and services in order to improve and serve them better in the
future.
Overall, Sabeco's service delivery process focuses on meeting customer needs and providing quality
products and services. Sabeco has professional consultants to assist customers in the selection of products
and services, along with clear and transparent processes to ensure accuracy and reliability in business
operations.

1.6. Physical Evidence
 Packaging: Sabeco's products are packed in the form of bottles, cans, and eye-catching boxes, printed
with the company's logo, brand and product information.
 Signage and Decoration: Sabeco's brand and message can be seen on billboards, posters and other
media. The company also decorates bars and restaurants with its brand colors and logos.
 Retail stores and bars: Sabeco has shops and bars in many locations throughout Vietnam. These stores
are designed to create a welcoming and comfortable atmosphere for customers.
 Advertising and Promotion: Sabeco's advertising and promotion campaigns include advertisements on
television, radio, billboards and digital platforms. The company also sponsors sporting events and concerts to
enhance its brand image.
 Website and social networks: Sabeco maintains a website and social media platforms (Facebook,
Instagram, etc.) to provide information about its products, events and brands.
All of these factors come together to create a strong physical evidence presence for Sabeco. By using
high-quality ingredients, attractive packaging, and beautifully designed stores, Sabeco aims to create a positive
and memorable experience for customers, thereby helping to build loyalty with customers. brand and expand
customer base.

1.7. People
As one of the leading beverage companies in Vietnam, Sabeco has a team of highly skilled and dedicated
staff, committed to bringing the best products and services to customers:
 Board of Directors: The Board of Directors is responsible for setting strategic goals, monitoring
operations and ensuring that Sabeco is effectively and efficiently managed.
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 Internal audit committee, executive board and board office: composed of experienced professionals
with expertise in various fields such as finance, marketing, sales, manufacturing and supply chain . They
work closely together to develop and execute strategies that align with the company's goals.
 Employees: Sabeco values its employees and recognizes that they are the company's most valuable

asset. The company provides a professional working environment that encourages creativity and
innovation, and motivates employees to develop their skills and knowledge.
 Distributors and suppliers: Sabeco works with a network of trusted distributors and suppliers to ensure
that Sabeco's products are always available to customers nationwide. The company has a close
relationship with these partners and works with them to meet market needs and improve distribution
channels.

1.8. Conclusion
In general, Sabeco's 7Ps Strategy focuses on the needs and expectations of customers, strategies to see
sustainable development in the market, and helping businesses achieve business goals. Specifically, these The
goals that the company has achieved according to the 2021 annual report are as follows:
 Maintaining the domestic market and reaching out to the international market.
 Promoting research and development initiatives to improve product quality and new product offerings.
 Enhancing capabilities and efficiency of SABECO's supply chain system.
 Integrating effective methods of human resources management and applying the Key Performance
Indicators (KPI) reward system.
 Focusing on radical productivity to increase investment and operational and reduce costs, thereby
increasing.
 Committing to a sustainable development model revolving around four key objectives: Consumption,
Conservation, Country and Culture encompassing social activities, community support, and
environmental protection programs.
Along with that, there are many important awards such as the Top 50 most effective business companies
in Vietnam, Excellent Enterprise, and the top 50 best-listed companies in Vietnam. Sabeco has shown itself as
one of the most prestigious brands in the beer-wine-beverage industry in Vietnam, with the companionship
and contributions of many partners and customers.

2. Heineken Marketing Mix 7P’s
2.1 Product

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Customers have experienced some of the benefits that the Heineken beer brand offers, particularly in
this area where Heineken's excellent quality has contributed to the brand's existence and continued growth
in 60 different countries with more than 110 manufacturing facilities worldwide.
VietNam Brewery Limited introduced Heineken beer to Vietnam for the first time in 1994. (VBL).
Heineken's top priority has always been producing excellent beer. And one of the best brewers in the world's
consistent quality is where Heineken's success also starts. VBL was extremely proud to become the first
brewery to receive the ISO 9001:2000 certification in March 2001. It was also the first brewery in Vietnam to
receive official recognition from the HACCP Quality Management System. VBL consistently won the Golden
Dragon award for being the best foreign-invested brewer in Vietnam for the four years between 2001 and
2004.( Nhut Nguyen, 2021)
Pure water, carefully chosen barley, and hops that have been marinated are used to make beer with a
5% ABV concentration. The distinctive flavor of Heineken chobia is due to the special yeast Heineken "A-yeast."
This yeast is painstakingly distilled in Switzerland and delivered each month to 110 Heineken breweries.
Heineken always makes sure that its products are processed under the best circumstances because quality is
paramount. To guarantee that the beer always has the purest flavor, the CO2 gas used in brewing is always
pure. Heineken has to adhere to a very stringent quality control procedure in order to preserve the beer's
quality to this day. They must go through more than 120 stages of inspection, starting with the raw materials
and ending with the finished products.
Packaging design and distinctive design are also priorities for the company to implement in its product
strategy. Despite remaining committed to the traditional green color, Heineken is
constantly improving and innovating packages to engage customers. Recently,
Heineken officially introduced a new look of bottled beer to the Vietnamese
market, complete with unique and groundbreaking innovations such as: the entire
bottle label is printed on special metallic paper with metallic lines. The bottle cap
has a metal border around the words "Heineken Quality," and the label on the back
of the bottle proudly displays the "Red Star."

2.2. Price

Currently, many brands compete with Heineken in the beer market, including Sabeco, Habeco,
Carlsberg, and others. As a result, in order to differentiate from competitors and raise awareness about image
and value, Heineken has adopted a pricing strategy of Premium or premium products.

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In contrast to the conventional view of price competition, Heineken's marketing strategy aims to raise
customer awareness of both quality and premium beer brands. because a single 330ml can of Heineken beer
costs 16,000 VND at retail in Vietnam. This figure is significantly higher than for other beers. However, the
Vietnamese market continues to favor Heineken beer, with high consumption levels.
The majority of the consumers this brand wants to reach are businesspeople or office workers. In
addition, the presence of Heineken beer at gatherings is seen as a reflection of the drinkers' social standing
and a testament to the style and flavor of classy, opulent beer.

2.3. Place
Heineken currently operates more than 130 breweries across 170 nations. The goal of this brand's
marketing strategy is to collaborate with numerous well-known beer brands from different nations in order
to gradually increase the market that Heineken has "covered." Heineken entered into a joint venture
agreement to create the VBL company in 1991.( Thuat, 2021) Heineken's products have since spread to stores,
supermarkets, and agents. The beer lines for Heineken are also more easily accessible to Vietnamese users.
Consumption has also significantly increased. In Vietnam, Heineken's distribution channel is nationwide, from
retailers to main distributors. Distribution channels can be divided into two categories:
The traditional channel (On-premise), also known as the local consumption channel, includes pubs,
restaurants, bars, clubs, .. In the traditional channel (normal channel) with the distribution structure of
consumer products. For personal content, Henieken is divided into 3 types of distribution channels:
✓ Direct channel (non-level channel): Producer => Consumer
✓ Single level channel: Producer => Retailer => Consumer
✓ Two-level channel: Producer => Dealer => Retailer => Consumer
✓ Modern distribution channels (Off-prime) in supermarkets and stores.

 For distributors: Each Henieken product must guarantee complete safety and uniformity before it can
leave the factory. Henieken's top priority is making sure that these products are safe for consumers. As
a result, the first and necessary requirement to meet in order to be chosen as a distributor by Henieken
is the dedication to upholding strict preservation standards. Henieken carefully selects each distributor
and trains them on management requirements, dry yards, and product quality.
 For retail points: Henieken products are displayed alongside a variety of other goods at retail
locations. Customers can choose their preferred Henieken products quickly with the assistance of
qualified sales staff. for gas stations like Circle K, GS25, etc. The showroom staff and the company's sales
team will visit each month to assist the store side.

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 Consumption channel at home – E-commerce: Increasing the presence of brands on online sales channels
such as Lazada, Tiki Shopee and Bach Hoa Xanh Online. On the B2C platform for online beer selling Drinkies
built, customers in Ho Chi Minh City, Hanoi & Da Nang can now enjoy a lager within 60 minutes of ordering.
Collaboration with online food delivery platforms such as Grab Food and Delivery Now. Combine with points
of sale to deploy promotional packages for groups of tech-savvy customers.

2.4. Promotion
In terms of product promotion, Heineken's promotional activities in Vietnam are not as aggressive as
they are elsewhere, but every time Heineken appears, he leaves a lasting impression on Vietnamese
customers. Heineken has long sponsored sports (especially tennis), modern music, and sports, in addition to
promoting products with funny, unique, attention-grabbing, and sympathetic consumer clips. Modern and
cinema are fields that cater to people's entertainment and relaxation needs.
 Communication model:
 Logo promotion: It is an important part that affects the customer's mind for the logo promotion
campaign, so it has been constantly promoting and building images in the promotion from the feat of designing
the logo, designing a concise slogan that functions as a function of the brand. ideas, creating one-of-a-kind
advertisements, and building brands through practical and meaningful activities to environmental

management and energy conservation Do you know why Heineken is green? Simply because Heineken beer is
made entirely of natural ingredients. As a result, founder Gerard Heineken desired to express that naturalness
through the eye-catching green color.
 Digital communication model: Digital transformation and the explosion of social networks have opened
up great opportunities for businesses to improve operational efficiency and enhance the experience for
consumers. . With a unique social media campaign as follows:
✓ Heineken® 2019 "Drink-Drink-Don't-Drive" program: Ho Chi Minh City, December 27, 2019 – Young artist
Lien Binh Phat, one of the companions of the "Drinkled" program Alcohol -No Driving" 2019 went to a
Heineken® "model safe bar" to help raise consumer awareness about responsible drinking. Here, Lien
Binh Phat urged customers at the shop to sign a commitment not to drive after drinking alcohol.
✓ To assist customers in making the right decision, as the Official Companion Carrier of the program, Grab
and Heineken® together with Heineken® provide free Grab codes worth up to VND 100,000 to help them
get home safe after the fun.
( Heineken.vn)
 Advertising & PR: In the promotion strategy, advertising is one of the effective means to convey
information about the quality and advantages of the product to consumers, dispersed quickly and at low cost.
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maintain a competitive advantage in the market Understanding its importance Henieken has constantly
utilized and fully exploited it through many advertising media such as television, internet, outdoor advertising
(poters, signs). …), newspapers… at pubs and bars.
 TV shows: Each promotional clip of Heineken products has a unique style, every time Henieken appears,
he always makes a false impression on customers with the main slogan "Can ONLY be HENIEKEN" – "It could
be Henieken". " . This slogan is consistent with the product advertising strategy that the company offers. Each
advertisement also carries its own message, creating the impression of almost all Vietnamese TV channels,
especially HTV9, HTV7.VTV1, VTV3 which are advertising channels with a large number of channels.( LH, 2021)
 Newspapers: Henieken advertises its products in newspapers with high distribution density and quite
popular such as: Youth, Youth, Family Marketing, Labor, ...
 Sports: In Vietnam since 1997, Henieken has sponsored the Henieken Challeenger, an annual

tournament that helps Vietnam's top poker players gain a reputation for their beautiful balls to Vietnam,
bringing to the fans. chance to compete with world names. Henieken has given Vietnam international
tournaments the opportunity to directly enjoy the top international matches between world superstars.
 Direct Marketing: For Henieken direct selling plays an important role in selling, solving customer
problems, planning and forecasting sales, collecting market information and performing marketing tasks.
Others such as : between intermediaries who develop marketing plans , implement marketing measures ..
Henieken 's sales force are qualified professionals with good communication skills , wide relationship as well
as knowledgeable . on market conditions. This is an important force in creating customers for Henieken . Due
to the importance of this force, the factory pays great attention from recruitment, training to practice.
Remuneration for athleticism is also guaranteed.

2.5. Process
To ensure that products are of the highest quality, delivered to customers as quickly as possible, and
increase customer satisfaction with products, Heineken focuses on improving production processes and
supply chains. The primary steps in the service delivery process at Heineken are as follows:
 Customers contact Heineken to place orders for beer, wine, beverages, or other Heineken services.
 Advice on products and services: Heineken consultants give customers detailed information on
products and services to assist them in selecting the ones that best meet their needs.
 Service delivery: Heineken begins to provide the requested service to the customer after they have
approved the price and confirmed their request.

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 Invoices and payments: Customers pay Heineken in accordance with the terms of the agreement or
the cost of the service received. Invoices and other paperwork pertaining to the two parties' agreement
and contract are provided by Heineken.
 Reviews and comments: After the service is finished, Heineken requests that customers rate the
quality of its goods and services and provide comments in order to improve and better serve customers
in the future.

 Returns & Refunds: Heineken handles returns, cancellations, refunds and any other process for
customers who refuse to purchase Heineken products/services due to manufacturer's fault.
The overall goal of Heineken's service delivery process is to satisfy customer needs while delivering highquality goods and services. have qualified consultants to help customers choose products and services, as well
as transparent, well-defined procedures to guarantee accuracy and dependability in business operations.

2.6 Physical Evidence
 Packaging and arrangement: Heineken sells its products in recognizable, color-coded packaging on
retail shelves. They are placed on special shelves provided by the company, which also come in distinct colors
and designs. This makes it easier for customers to find such shelves in busy retail stores.
 Website: Heineken has a user-friendly online website and allows customers to view its products with
high-quality images taken from various angles.
 Design: Heineken's products are packaged in distinctive and eye-catching bottles, cans, and boxes,
printed with the company's logo, brand and information products.
 Signage and Decoration: The Heineken brand and message can be seen on billboards, posters and
other media. The company also decorates bars and restaurants with its brand colors and logos.
 Retail stores and bars: Heineken has shops and bars in many locations across Vietnam. These stores
are designed to create a welcoming and comfortable atmosphere for customers. The atmosphere is passionate
and vibrant accompanied by lighting based on the brand's colors such as blue and red.
These elements work together to give Heineken a powerful physical evidence presence. Heineken aims
to give its customers a satisfying and memorable experience by utilizing premium ingredients, eye-catching
packaging, and tastefully decorated stores. This helps to foster customer loyalty. brand, and enlarge your
clientele.

2.7. People
Heineken recognizes the importance of its staff and values them as its most valuable resource. The
company offers a professional work environment that promotes innovation and creativity and inspires
employees to advance their knowledge and skills. Internal audit Committee, Executive Board, and Board Office
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are made up of seasoned professionals with knowledge in a range of industries, including supply chain
management, marketing, sales, and finance. To create and carry out strategies that are in line with the
objectives of the business, they collaborate closely. A noteworthy point is also the power and expertise of the
board of directors' members and the board of directors of the corporation.
Board of Directors: The Board of Directors is in charge of establishing strategic objectives, keeping an
eye on business processes, and making sure Heineken is run effectively and efficiently.
Internal audit Committee, Executive Board, and Board Office are made up of seasoned professionals
with knowledge in a range of industries, including supply chain management, marketing, sales, and finance.
To create and carry out strategies that are in line with the objectives of the business, they collaborate closely.
Heineken values its employees and understands that they are the most valuable asset in the business.
The company offers a professional work environment that promotes innovation and creativity and inspires
employees to advance their knowledge and skills.
Distributors and Suppliers: Heineken collaborates with a network of reliable distributors and suppliers
to guarantee that its goods are consistently offered to consumers across the country. With the help of these
partners, the business is able to better its distribution systems and respond to market demands.
Heineken's goal is to satisfy customers by offering high-quality goods and services that are tailored to
their needs and preferences. The business pays attention to customer input and makes use of it to develop
lasting relationships, enhance the reputation of the brand, and improve its goods and services.

2.8. Conclusion
In general, Heineken's 7Ps Strategy focuses on the needs and expectations of customers, strategies to
see sustainable development in the market, helping businesses achieve business goals.Specifically, In 2021 ,
HEINEKEN Vietnam ranked 2nd in the Top Most Sustainable Enterprises in Vietnam (in the manufacturing
sector) voted by the Vietnam Chamber of Commerce and Industry (VCCI). This is the consecutive year that we
are proud in the Top 3 Most Sustainable Enterprises in Vietnam. At the same time, it is increasing occupying a
large. Heineken has shown itself to be one of the most prestigious brands in the beer - wine - beverage industry
in Vietnam, with the companionship and contributions of many partners and customers.market share in the
beer industry in Vietnam. ( Heineken, 2022)

III. Developing a Marketing Plan for SABECO

1.

Executive Summary
SABECO Corporation is about to launch a new product line of 0 alcohol beer called SaiGon Better. The

beer market in Vietnam today is very potential, the development of the beer industry is high year by year.
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