MARKETING ASSIGMENT most important roles and responsibilities of heineken vietnam’s marketing department

Relationships between Marketing department and other departments in Heineken VN:...9 a.. Examples of marketing relationships: Heineken will send you an email for the latest company infor

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National Economics University International School of Management and Economics

MARKETING ASSIGMENT

Student: Bui Tan Nghia 10170446 Lecture: Tran Cam Tu

Tutor: Nguyen Quynh Trang

Hanoi, October 11 2018

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TIEU LUAN MOI download : skknchat@gmail.com

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Table of Contents

I Introduction: 2

II The role of marketing in HEINEKEN Vietnam: 2

1 Concept of marketing: 2

2 Most important roles and responsibilities of Heineken Vietnam’s Marketing department: 4

a Track trends and monitor competition: 4

b Work and transmit brand values: 6

c Create new ideas: 7

3 Relationships between Marketing department and other departments in Heineken VN: 9

a Sales department and marketing department: 9

b Customer service department and marketing department 9

c Human resources department and marketing department 10

REFERRENCE LIST 10

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I Introduction:

HEINEKEN Vietnam includes HEINEKEN Vietnam Beer Factory Limited and HEINEKEN Hanoi Beer Factory Limited HEINEKEN Vietnam Beer Company Limited (formerly known as Vietnam Brewery Company Limited) was established in 1991 as a joint venture between Sai Gon Trading Corporation (SATRA) and HEINEKEN HEINEKEN Hanoi Brewery Co., Ltd (formerly known as Asia Pacific Brewery Company Limited) was established in 1996 and now is a 100% foreign invested company of HEINEKEN Group

From a humble start with just 20 employees, HEINEKEN Vietnam today is the second largest brewery in Vietnam with more than 3,000 employees Every year, HEINEKEN Vietnam contributes significantly to the Vietnamese economy, accounting for 0.88% of national GDP

Our vision is to become a leading, proud and responsible brewing company in Vietnam, driven by core values: Respect People & Planet, Enjoy Life, The Best Quality, The Passion of Victory

II The role of marketing in HEINEKEN Vietnam:

1 Concept of marketing:

Marketing is the process that creates value for customer and builds customer relationships

in order to make profit To achieve success and foothold in the marketplace, certain businesses must satisfy the needs and satisfaction of their target customers while planning the right strategy for their resources Potential of the company ahead of competitors and post-sale problems The process of marketing is a chain of three actions: setting, retaining, developing For instance, Heineken has to do a lot of actions before the products are sold:

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-Heineken knows what Vietnamese needs and wants and understood about the

marketplace

-Heineken decided their marketing strategy

- Heineken has built an integrated marketing program that brings exceptional value -Heineken creates relationships with customer by organizing many out-door activities such as music festival or sport games and also through social media and network -Heineken makes profit and gets famous by satisfying customer’s needs and wants

In recent years, Heineken is considered the most successful beer brand and is a symbol in the industry For the Vietnamese beer market, Heineken has built a successful high profile beer in the mind of the Vietnamese people and has a firm foothold in the Vietnamese beer market

Value for customer: In many buying decisions, customers always care about the quality of product and think: “is the product worth that price?” Heineken understands Vietnam marketplace, Vietnamese are famous about using a lot of famous brand all around the world Therefore, Vietnamese spend a lot of money for the brand price Those actions show the spiritual value of Vietnamese Moreover, not only buying Heineken for its famous brand, Vietnamese buy those products because of their quality There is a formula

to determine customer’s value: Benefit – Cost = Customer’s value Maintaining and creating relationships with customer: In marketing, remaining relationships with customer is very necessary Those relationships are based on loyalty, satisfaction, long-term customer engagement To do that, Heineken has its own website, Email to communicate with customer Moreover, there are a lot of out- door activities are sponsored by Heineken every year For instance, Heineken usually organize Heineken Countdown at the end of every year The festival is like the thankfulness for all of Heineken’s customer and also the chance to advertise their brand on a special occasion Examples of marketing relationships: Heineken will send you an email for the latest company information if you register your e-mail on Heineken's official website In

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addition, company has a hotline to advise customers when they have questions about Heineken products

Value from customer: There are feedbacks, contribution of the customers When a company has good response, this will help develop a brand For instance Heineken has become one of the biggest brewery company in Vietnam thanks to the trust and the purchase of Vietnamese consumers Then, value from customers could be created

2 Most important roles and responsibilities of Heineken Vietnam’s Marketing department:

In recent years, Heineken is considered to be the most successful beer brand and a symbol

in beer industry Heineken gets succeed in building a high quality beer in Vietnamese’s mind and has had a firm foothold in Vietnam beer market The marketing department plays a vital role in the success of Heineken Vietnam There are three most important roles and responsibilities of Heineken’s marketing department:

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a Track trends and monitor competition:

Structure of Vietnam beer production by company

Sabeco Heineken VN Habeco Hue Brewery Others

(Kien Khang, 2017)

Currently, Vietnam has about 350 brewers based in almost all provinces and cities nationwide and continues to increase in number.40% of beer market share in Vietnam is dominated by Sabeco (40%) The most popular brands are Heineken VN (25%), Habeco (18%), Hue brewery (7%) and Others (10%) The biggest competitor for Heineken VN is Sabeco According to the prospectus of Sabeco, the Ministry of Industry and Commerce is holding more than 547.5 million shares, corresponding to 89.59% of the charter capital of this corporation (Bich Diep, 2017) It’s difficult for the company which has foreign

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investment such as Heineken VN to compete with the company has government investment In the last month of 2017, one of the main focus of investors' attention is the sale of state capital in Sabeco With the government withdrawing a majority stake in Sabeco to 36%, similar to Vinamilk, this is a chance for the brewery to have a history of more than 140 years - Heineken revamped its management, enhancing business efficiency

Pre-tax profit 2015 - 2016Unit of billion

10000

9000

8000

7000

6000

5000

Column1 4000

3000

2000

1000

0

Sabeco Trading Habeco Hanoi

Heineken NV

Carlsberg VN

Heineken Heineken

(VIRAC, 2017) Sabeco's combined pre-tax profit in 2016 is only VND 5,700 billion, less than half of the total profit of the Heineken system in Vietnam, reaching VND 11,600 billion In particular, the profit of the Heineken Vietnam Brewery Limited Company has also far

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exceeded Sabeco , reaching VND9, 500 billion Heineken 'Defeat' Sabeco in terms of both revenue and profit despite its low market share Heineken is really the dominant

company in the Vietnamese beer market In the beer market of Vietnam today, the beer is for the average and middle-class people dominate the market This makes the Heineken manufacturers look to find a new market, a less competitive market, which can lead to greater profit While Sabeco focuses on producing items for many segments, Heineken VN

is just focused on the upper class with high quality beer products In the world market in general, the Vietnamese market in particular, customers Heineken targeted are high-income people compared to the common surface of the society, they are business people, the rich, the city achieve and have a career When the biggest competitor is no longer in the same segment (Sabeco), Heineken VN easily grasp the advantage in its segment in Vietnam beer market

b Work and transmit brand values:

For the image promotion strategy, aiming to quickly leave a good impression and hard to fade in the mind of Vietnamese customers, Heineken has been continuously trying to promote and build the image from the design feat Logo, slogan design that implies, performs unique advertising, builds brand through practical and meaningful activities to the attention to the implementation of environmental management and savings energy These campaigns have always been referred to by other major brands as a "guide" to marketing art Heineken's logo represents a unique originality The red star with five wings symbolizes the basic elements: earth, water, wind, fire, and miracles that make up Heineken

"IT COULD ONLY BE HEINEKEN" is always the main slogan of Heineken This slogan

is in line with the company's product advertising strategy: Everything seems to be difficult, but for Heineken, it is attractive from the quality of the beer to the design Only Heineken showcases world-class luxury with no beer at all, helping customers express themselves For promotional activities, Heineken's promotional activities are not as loud

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as in the world, but every time, Heineken always makes a deep impression on Vietnamese customers In addition to advertising the product with funny clips, unique, easy to attract and sympathy from consumers, Heineken has long been focused on sponsoring sports (especially tennis), music show cinema and movies - the entertainment that serve the needs of leisure, relaxation of people

(Sơn TrN, 2016)

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Heineken countdown 2016 has conveyed a meaningful message "Open your world" in combination with the vibrant EDM music that has given the audience a powerful and energetic inspiration for a great new year

c Create new ideas:

The new idea of changing package has gained more profit for company Marketing department has played an important role in new product promotion In essence, the basic structure of a Heineken bottle is always the same, but as the Heineken is a global product, depending on the culture, some details have been changed

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(Phuong Chau, 2016)

On 4/19/2013 in Da Nang, Heineken has premiered a unique breakthrough innovation, the entire bottle label is printed on special metal paper with metallic illumination to help the bottle with needle edge surrounded by the words " Premiumquality " Also in this project, from fifteen sizes of bottles, the new bottle will only have five sizes with different volumes

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The new Heineken bottle embossed with distinctive features such as: The bottle’s neck is higher, but the curves are unique and represent the authenticity of the Heineken, the transparent labels in the front, the neck and the back of the bottle body , and bottle cap design with more eye-catching embossed design Embossed lines are the hallmark of true quality of the product The new design makes the Heineken fathers look more classy, attractive, inspirational as well as pleasant to hold in their hands New designed of Heineken beer bottle is eye-catching, innovative and unique packaging that avoids fake products on the market, enhancing the company's credibility Premiering new and exciting product launches with the unique and unique design of the product, it creates a deep impression of the image of the beer Heineken in each customer

3 Relationships between Marketing department and other departments in

Heineken VN:

a Sales department and marketing department:

- Sales department must understand the information of Heineken products from Marketing department Therefore, sales employees could advise customers correctly as advertisements from the Heineken Marketing department

- In contrast, when customers send feedbacks to sales department, the feedbacks will be send to Marketing department in order to develop the products

b Customer service department and marketing department

- Similarly to sales department, customer service department must understand the product's information For instance, when a customer wonders about the price of Heineken beer bottle, customer service department must get the information from Marketing department and then they could answer the customer's question

- Heineken customer service department does surveys about customer's satisfaction and sends them Marketing department in order to develop the work more effectively

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c Human resources department and marketing department

- Marketing department would make employees requirements and job description Those requirements will be sent to HR department Therefore, HR department will choose the employee that is suitable for the job

- Functions and policies of HR department serve the main goal of Heineken group Therefore, the evaluation must base on their contributions and results For example, if a marketing survey showed that 10% customers hadn’t been satisfied about employee's attitude,

it must be a problem of HR department in recruiting employees

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REFERRENCE LIST

1 Kien Khang, 2017, “'Đánh bại' Sabeco cả về doanh thu lẫn lợi nhuận dù thị phần

kém xa, Heineken mới thực sự là công ty thống trị thị trường bia Việt”, cafef Available

from: http://s.cafef.vn/vbl-242474/danh-bai-sabeco-ca-ve-doanh-thu-lan-loi-nhuan-du-thi-phan-kem-xa-heineken-moi-thuc-su-la-cong-ty-thong-tri-thi-truong-bia-viet.chn [04 December 2017]

2 Bich Diep, 2017, “Thoái vốn khỏi Sabeco: Mức giá 200.000 đồng cao nhưng vẫn lN

“kỳ vọng”, Dantri Available from: https://dantri.com.vn/kinh-doanh/thoai-von-khoi-sabeco-muc-gia-200000-dong-cao-nhung-van-la-ky-vong-20170403184154406.htm [03 April 2017

3 Phuong Chau, 2016, “HNnh trình ấn tượng của một mNu xanh nguyên bản”, Dantri Available from: https://dantri.com.vn/doi-song/hanh-trinh-an-tuong-cua-mot-mau-xanh-nguyen-ban-2016071609425373.htm [15 July 2016]

4 Sơn TrN, 2016, “Open your world”, news.zing Available from:

https://news.zing.vn/cham-toi-tuong-lai-cung-heineken-countdown-party-2016-post709651.html [ 29 December 2016 ]

Tiêu đề	Most Important Roles and Responsibilities of Heineken Vietnam’s Marketing Department
Tác giả	Bui Tan Nghia
Người hướng dẫn	Tran Cam Tu, Nguyen Quynh Trang
Trường học	National Economics University International School of Management and Economics
Chuyên ngành	Marketing
Thể loại	assignment
Năm xuất bản	2018
Thành phố	Hanoi

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Số trang	16
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