Mpp_Asm1_Trần Thị Thanh Nhi_Bs00356.Docx

ASSIGNMENT 1 FRONT SHEET Qualification BTEC Level 4 HND Diploma in Business Unit number and title Unit 2 Marketing Processes and Planning Submission date January 25, 2023 Date Received 1st Submission[.]

ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2: Marketing Processes and Planning

Submission date January 25, 2023 Date Received 1 st Submission January 25, 2023

nd Submission

Grading grid

❒Summative Feedback: ❒Resubmission Feedback:

Internal Verifier’s Comments:

Signature&Date:

Table of Contents

I Organization overview 7

1 Basic information about the company 7

2 Heineken's company's achievements 7

3 Company products 7

PART A - OVERVIEW OF HEINEKEN'S MARKETING ACTIVITIES 9

I Marketing definition 9

II HEINEKEN's marketing process 9

1 Recognize the needs and desires of the market and consumers 9

2 Design a marketing strategy geared towards customer value 11

3 Build an integrated marketing program that delivers superior value 12

4 Attract customers, build profitable relationships and make customers happy 13

5 Capture value from customers to generate profits and customer equity 13

III Roles and responsibilities of the marketing department at Heineken 13

1 Business objectives 13

2 Marketing objectives 13

I Increase market share 14

Part B - THE RELATIONSHIP OF THE MARKETING DEPARTMENT AND OTHER PARTS OF THE COMPANY 17

1 Marketing and Human Resources (HR) 17

2 Marketing and sales 17

3 Marketing and customer service 17

4 Marketing and Research and Development (R&D) 18

5 Marketing and finance 18

CONCLUSION 19

Introduction

I Organization overview

1 Basic information about the company

Heineken Brewery Vietnam Co., Ltd (Heineken Vietnam Brewery) was established on 9 March

1991, between Saigon Trading Corporation (SATRA) and Asia Pacific Brewery Company Limited("APB") – now Heineken Asia Pacific Co., Ltd (HEINEKEN Asia Pacific) Established in 1991,HEINEKEN Vietnam currently operates 6 breweries in Hanoi, Da Nang, Quang Nam, Ho Chi MinhCity, Vung Tau, Tien Giang and 9 commercial offices throughout Vietnam HEINEKEN Vietnamcontributes significantly to the Vietnamese economy, accounting for about 0.9% of the country'sGDP

2 Heineken's company's achievements

In 1991, along with a joint venture agreement with Saigon Food Technology Company (formerly amember of Saigon Trading Corporation SATRA), Heineken started operations in Vietnam

In 1994 Meeting international quality standards, Hoc Mon Brewery produced Heineken beer for thefirst time

In 2019 After acquiring Vung Tau Brewery, HEINEKEN Vietnam started building the largest andmost environmentally friendly brewery in Vietnam (2016-2022)

Vietnamese Beer 2020 was born, honoring the diversity and good values of Vietnamese people

In 2021 HEINEKEN Vietnam celebrates its 30th anniversary, contributing to the country'sprosperous development over the past three decades

3 Company products

1 Heineken 1.Heineken original

2.Heineken Silver3.Heineken Silver

2 Tiger crystals

2 Larue Special

2 Bivina Export-Perfect Beer

8

2 Strongbow honey 4.5% ABV

3 Strongbow elderflower ABV 4.5%

4 Strongbow Red Berries 4.5% ABV

5 Strongbow Dark Fruit 4.5% ABV

As a company that is constantly innovating, we combine international experience with know-howand deep understanding of the Vietnamese market to bring Vietnamese consumers a diverse and

relevant product portfolio with different needs, preferences and enjoyment times Synopsis

An overview of the activities of the marketing department at Heineken It helps the reader

Understand more about the roles and responsibilities of marketing in a business context and clarifythe purpose of building strong relationships between marketing

departments and other departments in the company

PART A - OVERVIEW OF HEINEKEN'S MARKETING ACTIVITIES

I Marketing definition

Marketing is the process of building and providing practical value to customers through theproducts / services of that business, establishing close relationships with customers to gain benefitsfor the business " (Kotler &Armstrong 2018, p.5)

For example, in order to spread the spirit of goodwill to all regions and people, Bia Viet alsoorganizes the program "Thousand Wishes" with the goal of connecting Vietnamese people acrossthe country, sending gifts to the people together Wishes for a happy, completely new year is one ofthe successful campaigns of Bia Viet when the application of all communication tools to peoplethrough activities throughout the campaign has brought positive meaning to the community

II HEINEKEN's marketing process

Marketing is the activity, establishment and process of creating, communicating, providing andexchanging valuable services to customers, partners and society at large

In the marketing step, the company needs to attract and create value for customers from that it canbuild strong relationships with customers As a final step, the company will take value

From customers in the form of long-term profits, revenue and customer equity (Luatduonggia,2022)

Five steps of the marketing process:

1 Recognize the needs and desires of the market and consumers

1.1 Demand

Market demand is understood as the needs and desires of customers for a certain service or product

in the market (Biztly ,2022)

For example, Viet Beer has decided to choose the segment of customers wishing to eat, meet groupswith friends, successful young entrepreneurs after studying and working Thereby, helping targetcustomers easily recognize the product as well as the brand.

1.2 Want to

Wanting is different from need, wanting here is a way to concretize the natural human need for acertain product or service This degree is strongly influenced by cultural, environmental andpersonal factors (Bizfly ,2022)

On 13/12/2020, Heineken's Vietnam Beer has brought a very meaningful message through thevideo "Vietnam Beer wishes all wishes" to all provinces and cities of Vietnam, leaving a strongimpression on viewers by the investment In particular, the message conveyed through which VietBeer acts at the behavioral level is to increase purchasing power, for products for target customersfrom 18 years old and above with family income over 5 million months And concentrated mainly inlarge cities

1.4 The Importance of Customer Satisfaction

Vietnam Beer wants to show gratitude to consumers and contribute to supporting disadvantagedhouseholds across Vietnam As well as making a mark in the consumer's perception of Vietnamesebeer not only as a beer brand but also as a pride for Vietnamese people

2 Design a marketing strategy geared towards customer value

2.1 Create value for target customers

2.1.1 Choosing the right customer to serve

According to marketing managers, they can't best serve all customers of all ages

So companies choose customers they can serve well and make a profit for them

company By dividing the market into segments and choosing marketing objectives

the company will follow (Kotler & Armstrong 2018: p.10)

Assessing the attractiveness of market segments in the competitive context of the beer business inVietnam today, Viet Beer has decided to choose the segment of customers who want to eat, drink,meet groups with friends, successful young entrepreneurs after hours of study and work Thereby,helping target customers easily recognize the product as well as the brand For example, Vietnamesebeer on the market is being sold for about 13,000 VND / can, 135,000 for a box of 12 cans and about265,000 VND for a can of 24 cans With the development of the market, income, life, it is clear thatdrinking beer does not only appear at parties

2.2.2 Product concept

Product orientation assumes that consumers will appreciate products that offer the best quality,efficiency, and innovative features With this orientation, marketing strategies focus on continuousproduct improvement (cleverAds, 2022) For example, as a company that is constantly innovating,

we combine international experience with know-how and deep understanding of the Vietnamesemarket to bring Vietnamese consumers a diverse product portfolio, tailored to the needs of theVietnamese market

2.2.3 Sales concept

The concept of sales is a concept used to refer to activities aimed at selling products and services ofbusinesses and companies by focusing solely on persuading customers The important point of this

activity is to do whatever it takes to sell your products (Vietmarketing) For example, Viet Beerquickly develops and communicates its products through wholesale, dealer and retail chains Thecompany has partnered with thousands of suppliers, delivering goods to dealers Therefore, VietBeer can easily penetrate into rural areas Products are sold in markets, grocery stores, dealers,malls, convenience stores and supermarkets

3 Build an integrated marketing program that delivers superior value

The marketing department will develop the best marketing tactics to add value to the targetcustomer once the target market has been identified It includes a collection of marketing tools thatbusinesses use to execute their marketing strategy by putting the marketing mix model intopractice The tools of the marketing mix are divided into four main categories: products, prices,locations, and promotions (Kotler & Armstrong 2018: p.14)

To have success and a strong foothold in the market, businesses must meet the needs and satisfytheir target customers, while planning strategies in accordance with resources and potential thecompany's performance against competitors and after-sales issues Heineken's marketing strategy

is no exception "A good customer is an asset that, when managed and used well, provides thecompany with a long-term source of income The market leader will go to the company that ispredicted to have new products, new services, new styles and lifestyle improvements (Philip Kotlerquotes)

4 Attract customers, build profitable relationships and make customers happy

Customer relationship management is the work of reaching out and communicating with customers,managing customer information, thereby serving customers better and establishing sustainablerelationships with them In other words, based on the data and information obtained fromcustomers, the store will come up with a reasonable and effective customer care strategy

5 Capture value from customers to generate profits and customer equity.

In the simplest terms, customer value is measured by customer satisfaction throughout the buyingjourney Satisfaction is the total value that customers perceive from products and services such asprice Quality, solving their difficult problems Heineken's target customers are men, aged 18-35,enjoying life with lots of fun with friends and relatives, comfortably expressing their emotions ofregularly gathering friends and partying at home or bars, pubs, clubs to have fun after a hard day'swork

III Roles and responsibilities of the marketing department at Heineken

1 Business objectives

Through its production and business activities, Heineken Vietnam has been motivated by positivechanges through prosperity initiatives such as supporting suppliers and business partners, digitaltransformation, community branding, diversifying brand portfolios and controlling compliance withlegal regulations

2 Marketing objectives

Heineken's target audience is men

Geographical location: Heineken's target audience lives in urban areas, in 2 major cities (Ho Chi

Minh City) HCM and Hanoi)

Age: Heineken's target audience focuses on Youth (18-24 years old) and Mature (25-35 years old).

Income: Heineken's target audience focuses on Group A (15-150 million VND or more).

I Increase market share

In Vietnam, Heineken's Vietnamese beer distribution system has developed strongly and widelywith 6 breweries and 9 sales offices across the country

To ensure widespread coverage, Heineken also brings its products to both distribution channels:modern and traditional

The traditional distribution channel is that after production, goods will be delivered to consumers inthe following order: manufacturers, intermediaries, distributors and consumers In this channel,Heineken distributes its products to grocery stores, restaurants and bars

A modern distribution channel is where manufacturers and distribution intermediaries combine toform a unified whole For this distribution channel, Heineken products are sold at supermarkets, orconvenience stores such as Vinmart, Mega Market, Big C, Circle K,

At these times In addition, the company will coordinate a team of professional sales staff, ready tosupport at the point of sale, helping consumers quickly choose Heineken products

b Increase promotions

Beer Vietnam is the latest beer brand to join HEINEKEN Vietnam's product portfolio That's why thesales process as well as customer service must be professional and efficient to be able to competewith other competitors Through the steps of sales presentation, the process is specific and suitablefor each type of purchase, diverse for each different needs of customers

To optimize sales, Viet Beer needs more attractive promotions to attract more new customers Due

to the growing beer market and evolving trends, it is essential to promote promotions to consumersand distributors such as gifts, samples, direct or additional discounts Merchandise rewards tostimulate customer purchases, while increasing the effectiveness of the campaign to the maximumand returning the experience, increasing the benefits to users

2.2 Heineken's marketing mix

How Heineken's marketing department conducts marketing activities through the marketing mix.Heineken's marketing mix

a Product

The product portfolio and brands currently owned by Heineken include:

Heineken: The product that makes up the Heineken brand

Amstel: a globally renowned domestic beer brand

Sol: Mexican beer brand with unique slogan "Taste the Sun"

Strongbow Ciders: A product with less alcohol than fruit-flavored beer

Larue: A great quality beer from 1909

Vietnamese beer: Dedicated to Vietnamese customers, honoring Vietnamese values

And many other products are being expanded

Besides product quality, design and packaging are also factors invested by Heineken Althoughalways loyal to the traditional blue color, most recently Heineken has improved some productpackaging models with a new look to serve customers The company produces 3 types of models inthe Vietnamese market including: cans, short neck bottles and long neck bottles

b Price

A 330ml can of Heineken's Vietnamese beer costs 13,000 (VND) This is a high price compared tothe general level Here, Heineken's target audience is good middle-income people, office workers,businessmen, civil servants For this customer, in the era of Vietnam's economic development,drinking beer no longer only appears at parties but is gradually becoming a regular demand.

c Distribution

There are many foreign brewers in the Vietnamese beer market, so Heineken must maintain itsdistribution system, especially its dealers Heineken is willing to pay commissions to dealers to keepits positions and Prevent entry into the dominant market segment

HEINEKEN beer products at distributors