Introduction to marketing analysis report of

Product Functions: Through researching the market, analyzing trend, understanding consumer demand, Heineken has finally created a product that is considered as premium among the commons

MISNISTRY OF EDUCATION AND TRAINING FACULTY OF ECONOMICS AND BUSINESS

HOA SEN UNIVERSITY

INTRODUCTION TO MARKETING

ANALYSIS REPORT OF

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LECTURER: NGUYỄN THANH LÂM, MBA.

CLASS CODE: ………….

GROUP: …

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FACULTY OF ECONOMICS AND BUSINESS HOA SEN UNIVERSITY

INTRODUCTION TO MARKETING

ANALYSIS REPORT OF

……….

LECTURER: NGUYỄN THANH LÂM, MBA.

CLASS CODE: ………….

GROUP: …

1

2

3

1 TABLE OF CONTENTS

RECOMMENDATIONS OF LECTURER iii

LIST OF TABLES iv

LIST OF FIGURES v

1 INTRODUCTION 1

2 MICROENVIRONMENT ANALYSIS 2

2.1 The company 2

2.2 Suppliers 2

2.3 Marketing Intermediaries 2

2.4 Competitors 2

2.5 Customers 2

2.6 Publics 2

3 MACROENVIRONMENT ANALYSIS 3

3.1 Demographic 3

3.2 Economic 3

3.3 Natural 3

3.4 Technological 3

3.5 Political 3

3.6 Cultural 3

4 SWOT ANALYSIS 4

4.1 Strength 4

4.2 Weakness 4

4.3 Opportunities 4

4.4 Threats 4

5 MARKETING MIX (4Ps) 5

5.1 Product 5

5.2 Price 7

5.3 Place 8

5.4 Promotion 9

6 RECOMMENDATIONS 13

REFERENCES 14

2 RECOMMENDATIONS OF LECTURER

3 LIST OF TABLES

Table 1: Table of population in Vietnam last 5 years……… ………1

Table 2: Table average income in Vietnam last 5 years ……… 10

4 LIST OF FIGURES

Figure 1: Chart of population in Vietnam last 5 years…… ……… ………1

Figure 2: Chart of average income in Vietnam last 5 years ……….….……… 10

1 INTRODUCTION

Highlands Coffee is a Vietnamese coffee shop chain and producer and distributor

of coffee products, established in Hanoi by Vietnamese American David Thai in 1998 The establishment of the Highlands Coffee company marked the first time an Overseas Vietnamese was able to register a private company within Vietnam …………

2 MICROENVIRONMENT ANALYSIS

2.1 The company

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2.2 Suppliers ………

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2.3 Marketing Intermediaries ………

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2.4 Competitors ………

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2.5 Customers ………

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2.6 Publics ………

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3 MACROENVIRONMENT ANALYSIS

3.1 Demographic

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3.2 Economic

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3.3 Natural

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3.4 Technological

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3.5 Political

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3.6 Cultural

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4 SWOT ANALYSIS

4.1 Strength

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4.2 Weakness ………

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4.3 Opportunities ………

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4.4 Threats ………

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5 MARKETING MIX (4Ps)

5.1 Product

Functions: Through researching the market, analyzing trend, understanding consumer demand,

Heineken has finally created a product that is considered as premium among the commons: Heineken Lager Premium Quality

Heineken is involved in brewing and marketing of premium, speciality, local and regional beer and ciders It is a pale lager beer with alcohol content of 5.4% The original recipe of Heineken is supposed to be intact and same since it was first brewed

Specific characteristic: According to consumers’ perspective, high quality beer has to satisfy

these following conditions: featured beer flavorand, not having negative effects on the body In order to meet customers’ needs and enrich the experience, Heineken has managed to improve the product’s characteristics, which in turn has helped the image and quality of Heineken beer and solidified customers’ confidence

Heineken beer has the following product lines in the Vietnamese market:

 Heineken Lager Premium Quality:

Heineken Lager is brewed with only three ingredients – barley, hops and water – all of them natural Same recipe since 1873 for a beer with a crisp, clean taste

 Heineken 0.0:

Heineken 0.0 is a non-alcoholic beer product (beer with 0.0% alcohol content) made from natural ingredients, uniquely formulated to create a signature balanced flavor - and contains only 69 calories per bottle / can 330ml capacity

can - #NowYouCan

 Heineken Silver 4%:

Heineken Silver - mild, easy to drink while preserving the full flavor of Heineken's world-renowned reputation With a perfectly balanced taste, Heineken Silver will be the ideal companion to accompany all the fun, especially during meals, which is a popular beer drinking habit in Vietnam

Heineken beer is available in diversified packaging like:

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The Icon

Logo is a special design stylized in the form of a graphic to show the image of the organization,

event or product line It is a combination of simplicity and originality, between art and science

In addition, it is also considered the image of the brand in the introduction of products and services to the mass media Brand awareness is important for Heineken to distinguish itself all over the world The green bottles, the star and smiling ‘e’s’ on the label all support the branding

of Heineken and brand identification among customers

5.2 Price

From the begining, heineken has define themself as premium beer line, they want to their products are all high qualified So that the price is high to offset the fee they have pay for the research, design and experiment

Heineken is sold at a price of 15,000 - 25,000 VND Regarding Heinekien's pricing in the Vietnamese market, experts have researched and given the same price because depending on the target market that the company wants to target, that is consumers with income Such price is suitable for the target customers that Heineken beer wants to target

Heineken's price strategy has been carefully calculated and completely consistent with the current development of the Vietnamese beer market as well as the economic development of Vietnam in recent years Heineken focuses on business customers, office workers, and people with good income Therefore, Heineken's price is quite high compared to the general level However, with the current growth and development of Vietnam, the increase in GDP per capita will boost the demand for goods such as medium and high-end beer With the development of the market, income and life, it is clear that beer drinking no longer appears only in parties and parties, but gradually becomes a fairly regular demand Drinking any type of beer also becomes

an expression of the taste, social status, and style of the drinker

5.3 Place

Beer is a popular beverage, so the distribution of beer must also ensure that the customer who needs to buy will be able to find Heineken Building a suitable distribution strategy will have a huge impact on the success of businesses, especially those with retail and wholesale systems like Heineken With extensive distribution network, Heineken can be found in restaurants, bars, supermarkets, and grocery stores Since beer is a consumer commodity, the distribution channel

is quite long Starting with general agents, then the smaller agents, the smallest distribution level

is the restaurants, the grocery stores

In pubs and bars, Heineken has the second highest sales among lager beers after only 9 months

on the market There are many types of beer on the Vietnamese market today, many foreign manufacturers are also intending to penetrate the high and mid-end segment of the beer market,

so Heineken must strengthen and maintain the distribution channel system dealers, especially the dealer level Heineken as well as many major brewers in the market are willing to pay commissions to agents to keep distribution channels while preventing the entry of other brewers into their dominant regions

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5.4 Promotion

Heineken has a strong marketing team that promotes its products through several advertising tools It believes in creating catchy commercials that help in creating positive brand awareness through electronic and print media

Right from the beginning, Heineken’s core value that it offers to consumers is passion for quality, enjoyment of life, respect for people and for the planet We always advocate for responsible consumption

5.4.1 Advertising

of-the-art, carefully planned and effective and SEO (search engine optimization) is effective; meaning when you search beer, UK beer, or Heineken, it goes out and you can go to the link The new Heineken commercial found on YouTube is a hilarious piece of advertising that truly catches one’s imagination and gets you to what boys really want While the girls go for shoes and clothes and all those stuffs, the boys go for – what else – Heineken beer Heineken has long focused on sponsoring sports (especially tennis), music and cinema - fields that serve the entertainment and relaxation needs of everyone Heineken sponsors numerous competitions of young people from music to sports Heineken has also repeatedly sponsored the production of major cinematic works such as Matrix Reloaded, Bourne Identaty, Be Cool, 007- Die another day…etc, praised

by the public that loves Saturday art

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continuously invested in cult programs such as: Heineken Greenroom music event, F1 racing in Vietnam,…etc

5.4.2 Sales Promotions

Heineken has sales promotion in the forms of discounts, volume offers and contests Customers can buy products at a lower price for a limited time before the offer times out These promotions aim to enhance sales numbers since competition in the instant beer market is getting even more

back short-term benefits, but when other brands also lower the prices to match, it turns into a very unhealthy competition Contests and lucky draws are also used by Heineken to attract potential customers

5.4.3 Public Relation

One of the typical Heineken campaigns recently is “Drinking alcohol - Don't drive” Heineken launched a social media campaign with the video “Solution for the Brothers” based on psychology and practice Vietnamese consumers' behavior With the participation of actor Lien Binh Phat, the video brings the idea of turning the pressure from friends on the drinking table into support, with a series of “Solutions for the Brothers” was launched to help friends of I got home safely after drinking alcohol In order to assist customers in making the right decision, as the official carrier of the program, Grab and Heineken provide Grab codes worth 100,000 VND for free to help them get home safely later fun event

Since its inception, Heineken®'s 2019 “Drinking alcohol - Don't drive” campaign has received a lot of positive feedback Within 3 days of release, the video "Solution for You" has earned more than 1 million views with tens of thousands of positive comments and shares on social networks Along with the use of hashtags #UongKhongLai and #ViAnhEm, many Facebook users simultaneously changed their avatars and tagged friends and relatives as a pledge of “Drinking alcohol - Don't drive”

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6 RECOMMENDATIONS

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5 REFERENCES

Robert Farrington (2019) What is the millennial age range and what does that mean financially Retrieved on May 27, 2019 from:

https://thecollegeinvestor.com/19793/millennial-age-range/

Tùng Anh (2019) Xuất khẩu cà phê cán mốc 3,5 tỷ USD trong năm 2018 Retrieved on May 28,

2019, from: http://cafef.vn/xuat-khau-ca-phe-can-moc-35-ty-usd-trong-nam-2018 20190103102444291.chn

https://mybrandinggroup5mba15.wordpress.com/heinekens-branding-strategy/

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