Vietnam Beer and Beverages
Company
VinaBB Co., LTD
Marketing Plan
Content:
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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
8000000
7000000
6000000
VinaBeer
VinaCoke
VinaJuice
3-D Column 4
5000000
4000000
3000000
2000000
1000000
0
1st year 2nd year 3rd year
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
Vietnamese beer market share in 2009
25%
32%
SABECO
Vietnam Brewery Limited
HABECO
2%
VinaBeer
4%
SEAB_ Halida, Carlsberg
HBL_ Huda, Festival
7%
Others
10%
20%
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
Threats
 Beer is high potential market
in Viet Nam
 Viet Nam joined WTO
More and more young people
into drinking
 The break out in technology
and internet service
 Young and educated
population
 “ Vietnamese use
Vietnamese products”
promotion.
Instable 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
Customers:
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
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:
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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 Khanh
Nguyễn Thiên Lý
Lê Mai Thy
Nguyễn Thị Hồng Nhung
Lữ Thị Hạnh Nhân
Lê Thanh Tùng
Nguyễn Thị Như Quỳnh
Thank for your attention