Xây dựng kế hoạch marketing sản phẩm bia hơi hải phòng e

 Having a beer interests  There are middle income, relatively  Focus on Hai Phong cities Market Analysis Vietnam beer market ranked third in Asia for consumption with billions of lite

"Create a Marketing Plan for Haiphong Beer"

TABLE OF CONTENT

Introduction……… 1

1 Hai Phong Beer Products 2

2 Market and customer objectives 2

3 Description 4

4 Estimated revenue, profit 5

5 Specific Plan 7

5.1 Product 7

5.2 Price 8

5.3 Promotion ………9

5.4 Place 11

6 Action Plan 14

Conclusion 15

References 16

INTRODUCTION

Marketing Management is extremely important task of every business, to implement three profit targets with the most effective, position and safety In the market economy, intense competition, an enterprise wants to survive and grow, must conduct mobilize all resources to know all the elements of synthesis in order to achieve pre-determined goals Through marketing, businesses can promote all the forces in the direction of attractive opportunities in the market and thus helping enterprises improve business performance, enhance their competitiveness in the process of free and open Liberalisation of the economy Role of Marketing in general was not new anymore but perform operations such as how to most effectively harness connections to the attention of the business administration

The more product businesses want to consume, the more marketing must be expandable Therefore, the market mechanism businesses must find ways to maintain

traditional markets and expand new markets promote product marketing Marketing management is becoming increasingly important to businesses, the market mechanism

is the mechanism of competition is eliminated, who understand the market and seize the opportunities that will take victory in Business Such as, marketing is very important and significant decisions to all activities of the business, especially in this period and in the future The beer market are large wind waves Finding effective solutions to stand firm and always a matter of developing the Company's best interests and to solve problems

The application of knowledge’s marketing management in the operation of a business, our team selected topics: "Create a Marketing Plan for Hai Phong

Beer"

1 Produce name

Hai Phong beer

2 Market and target customers

- Target customers of Hai Phong Beer are an individual, household

- Hai Phong Beer is a product intended from ages 18 year old and older

- Specific objects

 Having a beer interests

 There are middle income, relatively

 Focus on Hai Phong cities

Market Analysis

Vietnam beer market ranked third in Asia for consumption with billions of liters, plus 15% growth / year

According to the survey of Kantar Worldpanel Vietnam in 4 major cities (Hanoi, Hai Phong, Ho Chi Minh, Da Nang), from early 2013 to now, about 120 million liters of beer (equivalent to 2,900 billion) is consumption in households

It is expected to end this year, the beer is consumed in 4 cities will reach 300 million liters worth 7,250 billion Particularly Hai Phong City is 60 million liters of which 18 million liters of beer

Survey results also showed that 80% of households in the city drink beer with some $ 1.6 million / year, and each person drinks an average of 3 times / week, each taking 1 -1.5 liters of beer

Beer consumption rose sharply due to changing consumer tastes In rural areas, the use beer instead of wine in the holidays, and even during the day often became more popular

According to the Association of Beer-Alcohol-Beverage Vietnam, despite economic difficulties, the beer industry is growing well Only beer brands produced in the country, in 2013, more than 2.7 billion liters of beer are consumed

Strong growth of the beer market has led many foreign manufacturers surprising During the company visit Vietnam Brewery Limited (VBL) in May last, Mr Michel

de Carvalho, brand owner Heineken, expressed surprised at the speed label beer consumption in Vietnam!

With an average growth rate of 20% in the special consumption tax on beer products decreased from 75% (2009) to 45% (in 2010) and decreased further to 30%

in 2012 Beer market promises to suffocate competition

Despite facing challenges and pressure from customers large target, but the product is still Haiphong Steam Beer is the most successful The greatest success to highlight the products received as one of the unique features of Hai Phong

3 Product discription

Features: The product of fermentation by yeast and sugar solution Beer should be

stored and about in nature, not through the filter

Status: Liquid, non-transparent, no foreign matters.

Colour: Straw yellow characteristic of beer.

Foaming: When poured it into a cup, smooth beer with white foam, the foam

dissolves stains still stick in the cup

Smell: sweet aroma characteristic of beer made from malt and floral houblon, no

flavor

Taste: bitter sweet, pleasant harmony characteristic of the beer is made from malt

and floral houblon, no strange tastes

Package: Draught Hai Phong is contained in the keg, specialized equipment to

ensure food safety

Ingredients: Malt, houblon, rice, sugar glass, yeast, water.

Manual and preservation: Best Use 10 º C - 12 º C Product storage at 4 º C - 6 º

C

Expiry date: 24 hours after delivery, using the best beer of the day.

Price: price for 1 liter 9.000 – 11.000 VND/l

4 Estimated revenue, profits Hai Phong Beer

Product demand forecast:

In country

Unit: %

Year

Hai Phong City

Unit: %

Year

Dominate market share 75 82 90

Estimated revenue, profits Hai Phong Beer

Estimated revenue and expenses:

Unit: VND Year

Revenue 180.000.000.000 231.000.000.000 288.000.000.000 Expense 108.000.000.000 145.000.000.000 180.000.000.000

Breakeven point.

Break – event Point = F/ ( P - V) = ………

Breakeven point is the point at which total revenues equal total costs In other words, the break-in, start businesses profit

F: is the total fixed cost

V: is the variable cost per unit of product

P: is the price of one unit of product

Q: What is the number of products sold

Then:

Revenue = P * Q Total cost = F + (V * Q) Profit = Revenue - Total Cost

At the breakeven point, profit is 0 Determine the breakeven point for:

- Establish a reasonable price

- Achieve goals in the most efficient combination of fixed costs and variable costs

- To identify and attract financial allocation of the different strategies in the enterprise

- Used in analyzing the effectiveness of business projects

Table: Determine the breakeven point of Hai Phong Steam Beer

Total fixed costs 72.000.000.000 75.000.000.000 79.000.000.000

Price / 1 liter 10.000 10.000 11.000 The number of liters

5 The specific plan

5.1 Product

Slogan: Hai Phong Beer Mellow Smooth

Ensuring product quality:

Quality Policy of products are always satisfying and responsible for the customer

by ensuring quality, safety and hygiene evaluation with competitive pricing, business ethics, respect and obey the law

Before launching the product into the market, always test the product away, from the standard test to quality nutritional ingredients

- Always ensure strict control of the production process

Development of fuel supply to ensure stable supply, high quality with competitive price and reliable

The product meets the consumer:

In many Beer brand on the market today, Hai Phong Steam Beer has always been

to make his mark, representing poetry is overwhelming consumer credit Haiphong

To maintain and promote

product improvement, innovation continuously:

Continued investment in research and development (R & D) to give consumers a variety of better products

Who in perform group?

Make research plan and product development including personnel in Production Planning department in the company Staff research products …

Other resources

Company needs to hire market consultants for products on the market, and the consumer Other, can hire the professional market research company to results in closest with reality

Expenses for research and develop products

Table: Estimated resources and costs for R & D

Unit: VND

Year

Facilities Expense 4.000.000.000 4.500.000.000 5.000.000.000 Other resourse (if have) 500.000.000 700.000.000 1.000.000.000

Development of the market is important to ensure that businesses can achieve the goal of overall business strategy is profitable, powerful and safe The market development often comes from the identification of targets for the enterprise market

In order to improve sales and expand product markets Hai Phong Beer

5.2 Price

Building a consistent pricing strategy:

Pricing strategy must be consistent with the strategic objectives of the company -this is the immutable requirements of the valuation Customer Analysis competitors, the economic situation must be taken seriously and objectively

- Quantity discounts: Orders can reduce the cost of production and transportation

of goods

- Trade discounts

- Payment discounts

- The commission: that the discount to reimburse promotional services that the dealer has done

- More expensive policies to better quality: Haiphong Products Steam Beer is more expensive than other carriers may 1000 to 2000 VND The quality of the full outstanding

Who made product pricing

Hai Phong Steam Beer Products are priced by the Accounting Department and responsible production techniques This Department is responsible for collecting data for costs and production costs, market prices, profits and strategies of the Company to proceed with product pricing

Other resources

The pricing of products has a help from the marketing manager, production rooms, research labs and development, production planning department Consultants hired from outside

Expenses for the product pricing

Table: Estimated resource expense and product pricing

Unit: VND

Year

Human expense 2.000.000.000 2.500.000.000 2.700.000.000 Facilities Expense 1.000.000.000 1.000.000.000 1.3000.000.00 Other resourse (if have) 500.000.000 500.000.000 500.000.000

5.3 Promotion

Advertising

The invitation of the advertising message

The impact of advertising

Flyers, banners, apphic, television, newspapers mass, websites, TV

Cycle ad: How long to bring advertising program success Time to repeat advertising client's memory Ads via any means faster performance

Promotion

For consumers: consumer promotion encouraging them more to buy larger quantities and opened up new customers

For intermediate distribution: increased discounting encourages the distribution of forces intensify over distribution, promoting sales activities, consolidate and expand distribution channels, market performance reserves, distributed regularly and continuously in order to expand the market

The public events program …

Who perform the advertising, promotion

Department Marketing and Communications department will be responsible for promotions and advertising products Steam Beer Haiphong specific batch

Other resourse

Staff from other departments involved advertising, event

Department consumption must always provide accurate information for the volume and the fastest consumption of the product

The consulting company advertising design …

Expensse for product promotion

Table: Estimated resources and operating costs for promotional advertising.

Unit: VND Year

Human expense 18.000.000.000 21.000.000.000 25.000.000.000 Facilities Expense 10.000.000.000 12.000.000.000 13.000.000.000 Other resourse (if have) 1.500.000.000 2.000.000.000 3.000.000.000

5.4 Place

Distribution channel structure

Distribution structure of Hai Phong Beer Company was formed by a number of retail and wholesale consumers of the company

This structure has been built by the company for many years Characteristics of the distribution system of Hai Phong Beer Company is involved in the channel and look forward to acknowledge interdependence Because they determine their long-term benefits can be achieved is the best distribution system efficiency

Distribution structure of Hai Phong Beer Company is organized under affiliate Marketing System Vertical (VMS)

To participate in an affiliate system, each channel member must be willing to accept the role, his duties Hai Phong Beer Company is the leader, the control channel Therefore, the responsibility of leadership, the control channel is not effective success that it was decided to channel the whole process of production and business activities

of the company

The mutual dependence between the pressure member is a link in the vertical channel, it also is the cause for potential conflicts So, in their capacity as leaders, companies must control channels often resolve conflict in the channel

Members of the channel:

 The producers (suppliers) is the leader, the control channel of Hai Phong Beer Company

 These retailers are persons in direct contact with the final consumers They show for the ultimate success of consumption They are collecting information from the most effective final consumers

 The final consumption: is the consumer products company in the last stage They are the ones that all members of the same channel as the directions to restaurants, businesses, and consumers in foreign countries

Some solutions for channel design

Currently, Hai Phong Beer Company has developed its dealer network in all the coastal districts and the city center With a dealer network of wholesalers and companies need to take steps to distribution intermediaries to match

First is for design process, channel, companies need to implement the steps that the company has implemented more stringent, especially stage still needs identification spontaneous nature if the market research only preliminary in nature through a process and not a market research fully and science

In addition, companies should pay attention to the density and spacing of their agents If the distance between the appropriate agency will help the company fill market gaps and avoid unnecessary conflicts between agents with different

Solutions of organizations distribute beer in Hai Phong

With these measures the current distribution, we can say the company is trying

to create advantages for customers to purchase the company Simultaneously with the public distribution table given the company's products for each month, for each customer, the specific number, date and time of receipt of goods this is the best scientific work and responsibility high However, the distribution schedule for each type of beer is not a thing that companies needs to have a uniform distribution or when customers needs to to purchase only once they are able to take all the beers that they

have signed a contract with the company Private beer company made deliveries to take place consumption is perfectly reasonable

At the same time, companies should implement policies to share transportation costs for remote agents, about how close the agent will bear the cost of transport to ensure harmonious unity between agents in different regions

Who perform

Department perform the tasks of product distribution Hai Phong Beer is Sales room, room consumption Department strategic plan outlines the distribution of products to consumers through various ways using different distribution

There are special vehicles used to transport distribution

Other resourse

Companies hiring in outside locations such as transport

Department is responsible for supporting Planning Department completed its mission

is the development of Research and market

Expense for product distribution

Estimated cost of resources and distribution activities.

Unit: VND Year

Human expense 10.000.000.000 11.000.000.000 12 000.000.000

Facilities Expense 19.500.000.000 21.000.000.000 22 000.000.000

Other resourse (if have) 4.500.000.000 5 100.000.000 5.200.000.000