Xây dựng kế hoạch marketing sản phẩm bia hơi hải phòng e

"Create a Marketing Plan for Haiphong Beer"
TABLE OF CONTENT
Introduction………………… ....................................................................................... 1
1. Hai Phong Beer Products .......................................................................................... 2
2. Market and customer objectives ............................................................................... 2
3. Description ................................................................................................................ 4
4. Estimated revenue, profit .......................................................................................... 5
5. Specific Plan ............................................................................................................. 7
5.1 Product .................................................................................................................... 7
5.2 Price ........................................................................................................................ 8
5.3 Promotion ................................................................................... …………………9
5.4 Place ...................................................................................................................... 11
6. Action Plan ............................................................................................................. 14
Conclusion .................................................................................................................. 15
References .................................................................................................................. 16
INTRODUCTION
Marketing Management is extremely important task of every business, to
implement three profit targets with the most effective, position and safety. In the
market economy, intense competition, an enterprise wants to survive and grow, must
conduct mobilize all resources to know all the elements of synthesis in order to
achieve pre-determined goals. Through marketing, businesses can promote all the
forces in the direction of attractive opportunities in the market and thus helping
enterprises improve business performance, enhance their competitiveness in the
process of free and open Liberalisation of the economy. Role of Marketing in general
was not new anymore but perform operations such as how to most effectively harness
connections to the attention of the business administration.
The more product businesses want to consume, the more marketing must be
expandable. Therefore, the market mechanism businesses must find ways to maintain
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traditional markets and expand new markets promote product marketing. Marketing
management is becoming increasingly important to businesses, the market mechanism
is the mechanism of competition is eliminated, who understand the market and seize
the opportunities that will take victory in Business . Such as, marketing is very
important and significant decisions to all activities of the business, especially in this
period and in the future. The beer market are large wind waves. Finding effective
solutions to stand firm and always a matter of developing the Company's best interests
and to solve problems.
The application of knowledge’s marketing management in the operation of a
business, our team selected topics: "Create a Marketing Plan for Hai Phong

Beer"

1. Produce name

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Hai Phong beer
2. Market and target customers
- Target customers of Hai Phong Beer are an individual, household.

- Hai Phong Beer is a product intended from ages 18 year old and older.
- Specific objects.
• Having a beer interests
• There are middle income, relatively
• Focus on Hai Phong cities
Market Analysis
Vietnam beer market ranked third in Asia for consumption with billions of
liters, plus 15% growth / year.

According to the survey of Kantar Worldpanel Vietnam in 4 major cities
(Hanoi, Hai Phong, Ho Chi Minh, Da Nang), from early 2013 to now, about 120
million liters of beer (equivalent to 2,900 billion) is consumption in households.
It is expected to end this year, the beer is consumed in 4 cities will reach 300
million liters worth 7,250 billion. Particularly Hai Phong City is 60 million liters of
which 18 million liters of beer.
Survey results also showed that 80% of households in the city drink beer with
some $ 1.6 million / year, and each person drinks an average of 3 times / week, each
taking 1 -1.5 liters of beer.
Beer consumption rose sharply due to changing consumer tastes. In rural areas,
the use beer instead of wine in the holidays, and even during the day often became
more popular.
According to the Association of Beer-Alcohol-Beverage Vietnam, despite
economic difficulties, the beer industry is growing well. Only beer brands produced in
the country, in 2013, more than 2.7 billion liters of beer are consumed.
Strong growth of the beer market has led many foreign manufacturers surprising.
During the company visit Vietnam Brewery Limited (VBL) in May last, Mr. Michel
de Carvalho, brand owner Heineken, expressed surprised at the speed label beer
consumption in Vietnam!
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With an average growth rate of 20% in the special consumption tax on beer
products decreased from 75% (2009) to 45% (in 2010) and decreased further to 30%
in 2012. Beer market promises to suffocate competition.
Despite facing challenges and pressure from customers large target, but the
product is still Haiphong Steam Beer is the most successful. The greatest success to
highlight the products received as one of the unique features of Hai Phong.
3. Product discription
Features: The product of fermentation by yeast and sugar solution. Beer should be

stored and about in nature, not through the filter
Status: Liquid, non-transparent, no foreign matters.
Colour: Straw yellow characteristic of beer.
Foaming: When poured it into a cup, smooth beer with white foam, the foam
dissolves stains still stick in the cup.
Smell: sweet aroma characteristic of beer made from malt and floral houblon, no
flavor.
Taste: bitter sweet, pleasant harmony characteristic of the beer is made from malt
and floral houblon, no strange tastes.
Package: Draught Hai Phong is contained in the keg, specialized equipment to
ensure food safety.
Ingredients: Malt, houblon, rice, sugar glass, yeast, water.
Manual and preservation: Best Use 10 º C - 12 º C. Product storage at 4 º C - 6 º
C.
Expiry date: 24 hours after delivery, using the best beer of the day.

Price: price for 1 liter 9.000 – 11.000 VND/l
4. Estimated revenue, profits Hai Phong Beer

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Product demand forecast:
In country
Unit: %
Year
Criteria
Total market demand
Dominate market share

2014

2015

2016

100
6

100
7

100
8

Hai Phong City
Unit: %
Year
Criteria
Total market demand

2014

2015

2016

100

100

100
5


Dominate market share

75

82

90

Estimated revenue, profits Hai Phong Beer
Estimated revenue and expenses:
Unit: VND
Year
Criteria
Revenue
Expense
Profit

2014

2015

2016

180.000.000.000
108.000.000.000

72.000.000.000

231.000.000.000
145.000.000.000
86.000.000.000

288.000.000.000
180.000.000.000
108.000.000.000

Breakeven point.
Break – event Point = F/ ( P - V) = ………..
Breakeven point is the point at which total revenues equal total costs. In other
words, the break-in, start businesses profit.
F: is the total fixed cost.
V: is the variable cost per unit of product.
P: is the price of one unit of product.
Q: What is the number of products sold.
Then:
Revenue = P * Q
Total cost = F + (V * Q)
Profit = Revenue - Total Cost
At the breakeven point, profit is 0
Determine the breakeven point for:
- Establish a reasonable price
- Achieve goals in the most efficient combination of fixed costs and variable costs.
- To identify and attract financial allocation of the different strategies in the
enterprise.
- Used in analyzing the effectiveness of business projects.
Table: Determine the breakeven point of Hai Phong Steam Beer

Target
Total fixed costs
Variable costs

Year 2014
72.000.000.000
2.000

Year 2015
75.000.000.000
2.500

Year 2016
79.000.000.000
2.900
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Price / 1 liter
The number of liters
consumed
Revenue
Expense
Profit
Breakeven Point
5. The specific plan

10.000

10.000

11.000

18.000.000

21.000.000.000

24.000.000.000

180.000.000.000
108.000.000.000
72.000.000.000
9.000.000

231.000.000.000
145.000.000.000
86.000.000.000
9.500.000

288.000.000.000
180.000.000.000
108.000.000.000
10.000.000

5.1 Product
Slogan: Hai Phong Beer Mellow Smooth
Ensuring product quality:
Quality Policy of products are always satisfying and responsible for the customer
by ensuring quality, safety and hygiene evaluation with competitive pricing,
business ethics, respect and obey the law.

Before launching the product into the market, always test the product away, from
the standard test to quality nutritional ingredients.
-

Always ensure strict control of the production process.

Development of fuel supply to ensure stable supply, high quality with competitive
price and reliable.
The product meets the consumer:
In many Beer brand on the market today, Hai Phong Steam Beer has always been
to make his mark, representing poetry is overwhelming consumer credit Haiphong.
To maintain and promote.
product improvement, innovation continuously:
Continued investment in research and development (R & D) to give
consumers a variety of better products.
Who in perform group?
Make research plan and product development including personnel in
Production Planning department in the company. Staff research products …
Other resources
Company needs to hire market consultants for products on the market, and the
consumer. Other, can hire the professional market research company to results in
closest with reality.
Expenses for research and develop products
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Table: Estimated resources and costs for R & D
Unit: VND
Year
Criteria

Human expense
Facilities Expense
Other resourse (if have)
Total

2014
5.000.000.000
4.000.000.000
500.000.000
9.500.000.000

2015
6.000.000.000
4.500.000.000
700.000.000
11.200.000.000

2016
7.000.000.000
5.000.000.000
1.000.000.000
13.000.000.000

Development of the market is important to ensure that businesses can achieve
the goal of overall business strategy is profitable, powerful and safe. The market
development often comes from the identification of targets for the enterprise market.
In order to improve sales and expand product markets Hai Phong Beer.
5.2 Price
Building a consistent pricing strategy:
- Pricing strategy must be consistent with the strategic objectives of the company this is the immutable requirements of the valuation. Customer Analysis

competitors, the economic situation must be taken seriously and objectively.
- Quantity discounts: Orders can reduce the cost of production and transportation
of goods.
- Trade discounts
- Payment discounts
- The commission: that the discount to reimburse promotional services that the
dealer has done.
- More expensive policies to better quality: Haiphong Products Steam Beer is
more expensive than other carriers may 1000 to 2000 VND. The quality of the full
outstanding.
Who made product pricing
Hai Phong Steam Beer Products are priced by the Accounting Department and
responsible production techniques. This Department is responsible for collecting data
for costs and production costs, market prices, profits and strategies of the Company to
proceed with product pricing.
Other resources

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The pricing of products has a help from the marketing manager, production
rooms, research labs and development, production planning department. Consultants
hired from outside.
Expenses for the product pricing

Table: Estimated resource expense and product pricing
Unit: VND
Year
Criteria
Human expense

Facilities Expense
Other resourse (if have)
Total

2014
2.000.000.000
1.000.000.000
500.000.000
3.500.000.000

2015
2.500.000.000
1.000.000.000
500.000.000
4. 000.000.000

2016
2.700.000.000
1.3000.000.00
500.000.000
5. 000.000.000

5.3 Promotion
Advertising
The invitation of the advertising message
The impact of advertising
Flyers, banners, apphic, television, newspapers mass, websites, TV
Cycle ad: How long to bring advertising program success. Time to repeat advertising
client's memory. Ads via any means faster performance.
Promotion

For consumers: consumer promotion encouraging them more to buy larger quantities
and opened up new customers.
For intermediate distribution: increased discounting encourages the distribution of
forces intensify over distribution, promoting sales activities, consolidate and expand
distribution channels, market performance reserves, distributed regularly and
continuously in order to expand the market.
The public events program …
Who perform the advertising, promotion

9


Department Marketing and Communications department will be responsible for
promotions and advertising products Steam Beer Haiphong specific batch.
Other resourse
Staff from other departments involved advertising, event
Department consumption must always provide accurate information for the
volume and the fastest consumption of the product.
The consulting company advertising design …
Expensse for product promotion
Table: Estimated resources and operating costs for promotional advertising.
Unit: VND
Year
Criteria
Human expense
Facilities Expense
Other resourse (if have)
Total
5.4 Place

2014

2015

2016

18.000.000.000
10.000.000.000
1.500.000.000
29.500.000.000

21.000.000.000
12.000.000.000
2.000.000.000
35.000.000.000

25.000.000.000
13.000.000.000
3.000.000.000
41.000.000.000

Distribution channel structure
Distribution structure of Hai Phong Beer Company was formed by a number of
retail and wholesale consumers of the company.
This structure has been built by the company for many years. Characteristics of
the distribution system of Hai Phong Beer Company is involved in the channel and
look forward to acknowledge interdependence. Because they determine their longterm benefits can be achieved is the best distribution system efficiency.
Distribution structure of Hai Phong Beer Company is organized under affiliate
Marketing System Vertical (VMS).
To participate in an affiliate system, each channel member must be willing to

accept the role, his duties. Hai Phong Beer Company is the leader, the control channel.
Therefore, the responsibility of leadership, the control channel is not effective success
that it was decided to channel the whole process of production and business activities
of the company.
The mutual dependence between the pressure member is a link in the vertical
channel, it also is the cause for potential conflicts. So, in their capacity as leaders,
companies must control channels often resolve conflict in the channel.
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Members of the channel:
 The producers (suppliers) is the leader, the control channel of Hai Phong Beer
Company.
 These retailers are persons in direct contact with the final consumers. They
show for the ultimate success of consumption. They are collecting information
from the most effective final consumers.
 The final consumption: is the consumer products company in the last stage.
They are the ones that all members of the same channel as the directions to
restaurants, businesses, and consumers in foreign countries...
Some solutions for channel design
Currently, Hai Phong Beer Company has developed its dealer network in all the
coastal districts and the city center .. With a dealer network of wholesalers and
companies need to take steps to distribution intermediaries to match.
First is for design process, channel, companies need to implement the steps that the
company has implemented more stringent, especially stage still needs identification
spontaneous nature if the market research only preliminary in nature through a process
and not a market research fully and science.
In addition, companies should pay attention to the density and spacing of their
agents. If the distance between the appropriate agency will help the company fill
market gaps and avoid unnecessary conflicts between agents with different.

Solutions of organizations distribute beer in Hai Phong
With these measures the current distribution, we can say the company is trying
to create advantages for customers to purchase the company. Simultaneously with the
public distribution table given the company's products for each month, for each
customer, the specific number, date and time of receipt of goods ... this is the best
scientific work and responsibility high. However, the distribution schedule for each
type of beer is not a thing that companies needs to have a uniform distribution or
when customers needs to to purchase only once they are able to take all the beers that
they have signed a contract with the company. Private beer company made deliveries
to take place consumption is perfectly reasonable.

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At the same time, companies should implement policies to share transportation
costs for remote agents, about how close the agent will bear the cost of transport to
ensure harmonious unity between agents in different regions.
Who perform
Department perform the tasks of product distribution Hai Phong Beer is Sales
room, room consumption. Department strategic plan outlines the distribution of
products to consumers through various ways using different distribution.
There are special vehicles used to transport distribution.
Other resourse
Companies hiring in outside locations such as transport ....
Department is responsible for supporting Planning Department completed its mission
is the development of Research and market.
Expense for product distribution
Estimated cost of resources and distribution activities.
Unit: VND
Year

Criteria
Human expense
Facilities Expense
Other resourse (if have)
Total

2014
10.000.000.000
19.500.000.000
4.500.000.000
34.000.000.000

2015
11.000.000.000
21.000.000.000
5. 100.000.000
37.100.000.000

2016
12. 000.000.000
22. 000.000.000
5.200.000.000
39. 200.000.000

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6. Action Plan.
Specific tasks needs to to implement marketing projects as follows::
Criteria for

Task

Personel

1. Surveys and product

+ Staff Performance in

deployment Hai Phong

Company
+ Department production plan

Beer
2. Advertising
promotion and
marketing of products.
3. Identify human
resources made.

Other resourse

+ Hiring outside
+ Survey Company

+ Staff Performance Company
+ Communications
+ Marketing Department

+ Hiring outside

+Advertising

+ The primary responsibility.
+ The support

+ Human Resources

company

Department

Budget

Fund
Development
Fund
Development
Fund for
Human
Development

+ Consulting

Fund

product promotions

+ Sales Department
+ Accounting Department
+ Marketing Department

Company

Development

5. Distribution Hai

+ Department production plan,

+ Transport

Phong Beer

Sales
+ Consumption Department

Company

4. Proposed policy

Progress
Start:
01/02/2013
Finish:
01/03/2013
Start:
01/03/2013
Finish:
01/10/2013
Start:

01/03/2013
Finish:
01/5/2013
Start:
01/03/2013
Finish:
01/10/2013
Start:
01/3/2013
Finish:
01/11/2013

evaluating the
complete
- Market research,
methods of
production.
- Advertising
products through
the media.
- Human resources
fit the job criteria
- Stimulating
demand and supply
of products.
- Deliver products
to consumers.

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CONCLUSION
Without a good marketing plan, whether you have great business ideas how to
succeed, then it is difficult, even a heavy defeat. A good marketing plan is not what
determines success in making the original business idea become a reality, but also
helps to maintain focus after success.
The business environment is increasingly fierce requires businesses needs to
have professional marketing activities and all the more.
By planning for Hai Phong beer products, after learning about the company,
with the same methods to study the actual survey research including primary and
secondary information at the company level.
Group we have made recommendations to further improve the system of
corporate product marketing.
Helping clients see the value of the product, service perfect quality, reasonable
price, to meet the increasing demands of customers.
Building and growing brand development.
However, during the study can not avoid these shortcomings, it would be the
only protection, construction of additional teachers at your company.

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CONFERENCE
1. Ngo Minh way, Dao Thi Minh Thanh (2007), Marketing Management, Finance
Publishing House, Hanoi.
2. Quach Thi Buu Chau (2007), Basic Marketing, Statistics Publishing House,
Hanoi.
3. Truong Dinh Chien and Nguyen Van Thuong (1996), Channel Marketing
Manager, Statistical Publishing House, Hanoi.
4. Vu The Dung, Truong Ton Hien Duc (2002), Marketing Management Theory &

situations, Science & Technology Publishing House, Hanoi.
5. Tran Minh Dao (2002), Basic Marketing, Education Publishing House, Hanoi.
6. Nguyen Thanh Do, Nguyen Ngoc Huyen (1999), Business Strategy and
Business Development, Publishing House of Social Workers.
7. Tran Xuan Kien (1998), The key to improving the capacity and power
consumption of competitive enterprises in Vietnam, Statistical Publishing
House, Hanoi.
8. Philip Kotler (2007), Basic Marketing (translation document), Publishing
House of Social Workers.
9. Philip Kotler (1994), Principles of Marketing, Publishing HCMC.
10. Philip Kotler (1992), Marketing Management, Statistical Publishing House,
Hanoi.
11. Nguyen Van Thoan (1998), markting Theory, Statistical Publishing House,
Hanoi.
12. Documentation of Hanoi Beer Company - Hai Phong period 2012-2013.
13. Lecture and slide on a class of TS. Pham Ngoc The

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