How can heineken leverage positive customer feedback to optimize new advertising campaigns and create an excellent experience

Furthermore, Heineken's advertising lacked imagination and acurrent market awareness, which left the company facing numerous issuesassociated with the downfall of a luxury brand at the t

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION

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-*** -MARKETING RESEARCH REPORT

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Chapter 1: Introduction

1.1 Background of the Study:

Vietnam is a significant market for Heineken beer, which is expandingrapidly With the opening of its first factory in Ho Chi Minh City in 1991, thecompany has been around for thirty years At the moment, HEINEKEN Vietnamemploys over 3,000 people nationwide and has 6 factories As a trailblazer,Heineken offers a wide range of products by fusing global expertise with athorough grasp of the Vietnamese market The well-known Heineken brand isknown for its high-quality goods, which include Tiger, Larue, BIVINA, BiaViet, Strongbow, and Edelweiss, all of which are expertly made by Vietnamesebrewers high and well-liked by young, affluent consumers (Heniken, 1991),who face considerable obstacles in the face of a volatile beer market While theCompound Annual Growth Rate (CAGR) for the Vietnamese beer sector isprojected to be 11% between 2023 and 2026, the actual first quarter of 2023reveals a fall, with beer output up 15% from the previous quarter but down 15%from the previous year (Report, 2023)

The government's Decree 100/CP, which penalizes alcohol consumption,and forecast increases in the price of raw materials for production have put thebeer market under unique pressure to grow its purchasing power (Report, 2023).Businesses in the sector are under a lot of strain because of this, and they need to

be adaptable and creative

In order to address these issues, Heineken has significantly improved itsmarketing campaigns For instance, Heineken defeated the opposition in April

2023 to reclaim the top spot in the YMI Brand, primarily as a result of a socialmedia minigame campaign that created parallels with the Heineken SilverMultiverse event enthusiastic participation from the internet community(Brandsvietnam, 2023) Heineken's 150th anniversary campaign also enhancedsocial media participation, fostering a good atmosphere and piqueing thecuriosity of the consumer base (BSI, 2023)

In a market that is unstable, Heineken beer, which is significant toVietnam's beverage industry, faces both opportunities and a number ofchallenges In addition to being a beer brand, Heineken represents innovationand adaptability in a quickly changing business landscape by striving to holdonto its top spot This study aims to quantify and assess Heineken's effectiveness

in connecting and engaging with consumers In order to make more beneficialimprovements that can be proposed export a more detailed strategy, the paperwill also make specific improvement suggestions and link them to strategic

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decisions about product, pricing, and distribution This will help Heineken notonly maintain but also increase its strength and flexibility in facing the volatilemarket environment of the Vietnamese beer industry.

1.2 Problem statement

As one of the leading "Big 4" (Tuc, 2023) representatives, Heineken isfacing significant challenges in the context of the rapidly expanding Vietnamesebeer market Even though it has achieved a broad market share and even reachedthe summit with a 44% market share, shifts in consumption patterns andlocations have presented new difficulties, particularly after defeating majorrivals like Sabeco (Tuc, 2023)

With Sabeco investing billions of dong in advertising every day,advertising spending policy has emerged as a key factor in the competitionbetween big brands In the meantime, Heineken grows its production capacityand concentrates on innovative advertising tactics to become the biggest brewery

in Southeast Asia (Tuc, 2023)

How Heineken can continue to grow and hold its dominant position inVietnam's volatile beer market is a crucial question This establishes the study'sgoal, which is to quantify and assess Heineken's effectiveness in connecting andengaging with consumers

Heineken has encountered numerous challenges in the first half of 2023,ranging from raising selling prices to offset rising energy and input costs tolowering full-year profit projections as a result of the deteriorating economicclimate powerful in the Vietnamese marketplace (Reuters, 2023) Vietnam'spremium beer sales have declined by 6.5%, and this market, along with Nigeria,has accounted for more than 50% of Heineken's volume decline in the first half

of the year These issues must be resolved because of Vietnam's high level ofcompetition, "socio-economic instability" in Nigeria, and other factors (Reuters,2023)

This analysis is a crucial step in determining the best course of action aswell as a reflection of Heineken's current position in light of market volatility.Heineken will be able to sustain its current position and grow stronger and moreadaptable by paying close attention to the specifics of market access andcustomer engagement strategies This will set the stage for future sustainabledevelopment In addition to evaluating performance, this study will offerHeineken concrete value in an increasingly cutthroat business climate bysuggesting precise enhancements and comprehensive approaches to deal with

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new problems.

Many alcoholic beverage brands have emerged in the wake of the recentintense competition in the Vietnamese market, and they are evolving daily toboost sales and boost consumer awareness products, but Heineken is a well-known brand that was established long ago and has a strong presence in theVietnamese market However, they face a significant issue with their poorcustomer service and weak points Heineken lost steam as a result of theircarelessness in surrounding brands in the same industry where they werecompetitors Furthermore, Heineken's advertising lacked imagination and acurrent market awareness, which left the company facing numerous issuesassociated with the downfall of a luxury brand at the time

1.3 Goals and objectives

1.3.1 Objectives of the study

In order to take advantage of the opportunities and challenges presented bythe Vietnamese beer market, we want to further establish the value of theHeineken brand and optimize advertising campaigns Our particular objectivesare:

Assess Customer Feedback: With precise and thorough customer feedback,you can compile and thoroughly analyze the effectiveness of new campaigns.Utilize the variety of viewpoints held by each customer segment, compare thecurrent campaign in-depth with the past to find areas for improvement, and make

a clear assessment of the campaign's strengths and areas in need of optimization

To guarantee accurate identification of advertising goals, foster positiveinteractions, and forge lasting connections with customers, you also need to have

a clear understanding of their objectives Strive for consistent and profoundinteraction, leveraging social media and additional channels to establish afavorable impression and a cozy relationship with the customer's soul

1.3.2 Research question

Interactive Effects of Current Advertising Campaigns

Question 1: Does Heineken's current advertising campaign create positiveimpressions and interactions with target customers across platforms?

Factors Influencing Access

Question 2: What factors are affecting the reach of Heineken's advertisingcampaign to customers?

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Optimize Positive Feedback

Question 3: How can Heineken leverage positive customer feedback tooptimize new advertising campaigns and create an excellent experience?Research question

Question 1: Is Heineken's current advertising campaign, which is engagingwith target customers across media platforms, including social media and in thereal world, effective in engaging with target customers? pepper?

Question 2: What factors reduce the reach of Heineken's advertisingcampaign to customers?

Question 3: How can Heineken optimize positive feedback from customersfor a new advertising campaign?

1.4 Scope and Limitations

1.4.1 Scope

The Vietnamese market will be the main subject of the study, with aparticular emphasis on Ho Chi Minh City due to its large and diverse population.Heineken has identified Vietnam as a key strategic market, and by selecting HoChi Minh City, it is possible to concentrate on an area with a particularlyadvanced economy and culture

Select hubs like eateries, pubs, and events to guarantee diversity andrepresentation when gathering data from your intended audience These placesfrequently house a large number of prospective clients, which maximizes thecapacity to gather precise and multidimensional data

1.4.2 Limitations

Restricting research to the benefits of advertising makes it easier topinpoint issues that require attention, such as events' lack of appeal or the lack oforiginality in their advertising Limiting decisions define the real scenario andset the stage for the proposal of targeted, high-performance enhancements

To reflect the multifaceted nature and diversity of the market, the researchwill take into account differences in gender, age, occupation, and income Acomplete picture of advertising performance is obtained by taking into accountindividuals who have encountered and interacted with the Heineken brand.Heineken's advertising strategy can be improved by focusing on specificissues through the selective selection of scope and limits, resulting in highlyapplicable and practical outcomes This lowers the possibility of squandering

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research funds by focusing only on the most significant and influential elements.

By providing precise solutions and a clear identification of issues, the researchaids Heineken in better comprehending the Vietnamese market and refining itsadvertising approach

Chapter 2: Research methods

2.1 Research approaches

Research on advertising is becoming less common, but in this study, weattempted to improve the attractiveness of Heineken's advertising by utilizingexploratory and descriptive research methods

2.1.1 Exploratory research approach

In order to investigate participants' opinions and general feelings regardinghow Heineken interacts with customers through advertising, the research willemploy an exploratory method that involves setting up interviews with randomgroups of people (George, 2023)

Direct communication with participants is made possible by the interviewmethod, which aids in the collection of comprehensive and rich data Open-ended inquiries will promote candid opinions and yield multifaceted insights intoHeineken's relationships You can learn more about participants' emotionalresponses to a Heineken advertisement by conducting a random group interview.This draws attention to and emphasizes components that leave an impression Byusing this technique, the research can authentically and unhinderedly obtainparticipant opinions, which contributes to the objectivity of the data gathered.Interviewing a random sample of people will serve as the basis for creating andcarrying out more in-depth studies on particular facets of advertising andconsumer interactions In a volatile market, the interview method's flexibilityand ability to swiftly adjust to shifting participant opinions and reactions iscrucial This approach provides multi-dimensional data from various angles,resulting in a comprehensive and perceptive picture of Heineken's customerinteractions

In light of this, we think that employing an exploratory strategy withrandom group interviews is the best way to accomplish the objective of learningmore about the specifics of Heineken's advertising and its interactions withconsumers

2.1.2 Descriptive research approach

The study will employ a descriptive methodology to produce an in-depth

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account of Heineken's customer interactions via advertising With this approach,

a sizable random sample of people will be surveyed in order to gather a variety

of data and statistics (McCombes, 2023)

The descriptive research approach makes it possible to gather precise andin-depth information, which aids in the precise measurement of the variablesinfluencing Heineken's advertising effectiveness It will be easier to determinethe elements that lead to an advertising campaign's success or failure with theuse of descriptive questions Research will have the ability to offer specificrecommendations for product, price, and distribution improvements through theprovision of thorough descriptions of customer interactions and opinions Thiscontributes to the creation of strategic recommendations that Heineken'sbusiness development plan can easily incorporate With the accurate andthorough information this approach will offer, Heineken will be able to makewell-thought-out strategic decisions Optimizing marketing strategies requires athorough understanding of how consumers engage with advertising Descriptiveresearch can be completed more quickly and at a lower cost of implementationthan other research methods, which will enable Heineken to get crucialinformation more quickly

This way, the study will concentrate on performance evaluation while alsooffering specific recommendations for enhancements that will support Heineken

in solidifying and preserving its position in the unstable Vietnamese beer market

as preference, brand switching behavior, social media activity, attendance atsporting events, and neutral interest A thorough and trustworthy assessment of

an advertising campaign's performance can be obtained by using a sample thisdiverse (Joop J.Hox, 2005)

Sample Guidelines:

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In our study, we used random sampling to select participants from thepotential population This process includes the following steps:

Step 1: Identify a Potential Group:

Within the target population, we pinpoint a possible group of individuals.Important factors that were looked at included age, gender, brand awareness,involvement in Heineken events, online brand interactions, and opinions aboutHeineken advertising

Step 2: Inclusion Criteria:

Age, gender, awareness of the Heineken brand, participation in Heinekenevents, online interaction with the brand and perception of Heineken advertising.Step 3: Exclusion Criteria:

Exposure to Heineken advertising, the intention to buy Heineken products

in the future, the frequency of buying Heineken products, and positive,consistent, uninterrupted brand interaction were among the exclusion criteria.Step 4: Use Random Selection Method:

We take a small sample of people from this list using random selectionafter determining the group and applying the criteria This guarantees that everyperson on the list has an equal chance to take part in the study

Reasons to Choose This Method:

In addition to preventing bias in the selection process and guaranteeing thatresearch results can be applied to the target population as a whole, randomsampling ensures objectivity and randomness in the selection of participants

2.2.1.2 The social survey

We will use a broad and in-depth targeted survey to gather information forthe Social Survey component of our Heineken research Three primary agegroups will comprise the target audience: those over 50, those between 30 and

49, and those between 18 and 29 Additionally, we'll make sure that a range ofdemographics—from young to old—are represented, including gender,occupation, income level, and location (Joop J.Hox, 2005)

We will use key topic survey questions to ascertain the interests, attitudes,behaviors, and lifestyles of our target audience The main focus of the questionswill be on aspects of the customer experience that affect their purchasingdecisions, like price, product quality, and promotional messages

The data collection method will include in-person or online interviews with

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approximately 267 customers who have recently used Heineken products Byapplying the sample size calculation formula below :

n is the required sample size

Z is the Z value corresponding to the desired confidence level (assuming a90% confidence level, the Z value would be about 1.645.)

p is the predicted percentage of the attribute in the population (estimatedprobability of success in the sample value p = 0.5)

E is the desired error level (assume margin of error 5%)

To ensure the representativeness of the sample, we will use a conservativesampling approach, including the target population, and determine the samplesize based on the principle of acceptable sampling error We will control forsampling-related error by ensuring that every population group has a chance to

be represented

2.2.2 Secondary data

We will carry out an extensive research procedure from reputable sources,including market research reports, scholarly journals, and trade publications, inorder to gather secondary data This offers relevant and convincing evidence andaids in our ability to see customer satisfaction with Heineken products from avariety of angles

In order to gather information from trustworthy and highly reputablesources, we will also consult official articles This will help with the generalevaluation of the state of the market, trends, and elements influencingconsumers' decisions to buy

To create a consistent and comprehensive database, all data gathered fromsecondary data sources will be compared, verified, and supplemented withsurvey results This boosts the research's legitimacy and scientific validity whileoffering a strong theoretical foundation and supporting data for upcomingfindings and suggestions

2.3 Data analysis methods

Computer data processing and manual processing are the two primary ways

to accomplish this We decided to maximize accuracy and time efficiency during

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