Group 6

Sale Plan for July 2014 – June 2015

Group Members Nguyen Thi Nhu Thao 1158130 Nguyen Nhu Y 1158162 Nguyen Le Huynh Uyen Thu 1158136 Truong Phuong Quyen 1158114 Quach Tieu Yen 1158164

OUTLINE

EXECUTIVE BACKGROUNDCOMPANY SITUATIONMARKET SUMMARYMARKET STRATEGY

Executive Background

Company Background

Global heineken:

- First made in 1870 in Amsterdam, Netherland

- officially born in 1873

Early twentieth century (1912), exported to Belgium, England, West Africa and India, etc.

Now, heineken presented in 170 countries around the world with more than 120 factories in 60 countries.

Heineken in Vietnam In 1992, Heineken imported directly from

Netherlands to Vietnam. In 1994, the Heineken beer was first produced by

Vietnam Brewery Limited (VBL)

* Goal: Heineken aim is to be a leading brewer in each of

the markets in which they operate and to have the world’s most valuable brand portfolio

Objectives o Set a wide distribution system, seeks more customers,

expand the target market, increase the revenue, push-up the reputation and still friendly with environment.

Core competencyo Heineken is the only beer brand be classified in heading

famous brand on a global scale.

Financial ReportKey financials[2]

(in mhl or € million unless otherwise stated)

FY13 FY12 Total

growth

%

Organic

growth

%

Group revenue 21,255 20,984 1.3 0.1

Group revenue/ hl (in €) 92 90 2.3 2.7

Group operating profit (beia) 3,192 3,106 2.8 0.6

Group operating profit (beia) margin 15.0% 14.8% +20bps

Consolidated revenue 19,203 18,383 4.5 -0.9

Consolidated operating profit (beia) 2,941 2,666 10 -0.7

Net profit (beia) 1,585 1,661 -4.6 -2.0

Net profit 1,364 2,914 -53

Diluted EPS (beia) (in €) 2.75 2.89 -4.8

Free operating cash flow 1,518 1,484 2.3

Net debt/ EBITDA (beia)[3] 2.6x 2.8x

Economic Issues Population :

+ B2C companies often consider the target population rather than the entire amount of the population

+ Age & gender are often seen as the main variable to assess foreign markets

Income:

+Companies can decide which indicator to use according to the market or product

+ ex: GNI per capita can be a clear index to grasp the population’s standard of living

Non- economic Issues Cultural issues:

+ Going to the global market without understanding of the target market’s culture will bring to the failure

Government relations:

+ Each nation has its regulation & taxation on foreign trade

+ For alcoholic beverages firms, government regulations might be stricter in some countries that are especially sensitive about alcohol consumption of their people

Market Summary

1. Current Situation 2. Target Audience 3. Needs 4. SWOT Analysis 5. Competitors & Buying Patterns 6. Trends

Current Situation

Brand name is unchanged.

Consumer engagement activity.

Sponsors football UEFA Champions League and Rugby World Cup.

Acquired rights over others strong beverages competitors.

Net profit:

2011: 1.560 billion euro.2014: a growth of 30.9%.

a remarkable number.

Target Audience

63% current customers are men at the age 21 to 34.

Mid to high income.

College educated (at least a bachelor degree).

Bar, pub or club.

Sport fan.

ESPN or NFL Network.

Customer Needs Quality.

Price.

Design.

The way do business.

SWOT

Competitors & Buying Patterns

Trends

Day of the week 4-5 times /week 2-3 times /week 3-4 times /month0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

5.10%

10.40%

40.50%44.50%

The frequency people drink beer in Vietnam in 2012

Series 1

Trends

Marketing Mix 1. Product:

+ In Vietnam, there are 3 types of designs: cans, short neck bottled, long neck bottled.

+ Segmented targeting: the 25-64 age group is approximately 68% population of Vietnam. Heineken still retains the characteristic flavor of the beer and its quality and will be produce and release new flavor to Vietnamese but still be familiar.

2. Price:

+ Competitive price: (price per can)

3. Place:

+ Manufacturing: Vietnam Brewery Limited (VBL)

+ Distributors: restaurants, pubs, bar, club or supermarket and retail shop.

4. Promotion: direct mail

+ Advertising: outdoors advertisements such as brand ads pillar. There is a new ads on television involve Tet holiday in Vietnam.

+ Sponsor: Heineken Countdown event, a number of sporting events: tennis championships and especially charity.

Sales Forecasting

Strategies & Implementation

From July to November 2014, Heineken have promotions, include: when opening the cap, you will have a chance to get prize such as car, television, Iphone 5S. And when joining in any beer club, buy 5 Heineken bottled get 1 bottled for free.

From December 2014 to March 2015, this is the time of Christmas, New Year and Tet holiday in Vietnam. Heineken’s price will increase about 5% (320.000-335.000VND). There is a new advertisement on television (ads involve to Tet holiday in Vietnam) and sponsor Heineken Countdown event on December 31st.

From April to June 2015, there is promotion. When buying one cask, each cask will have code numbers. If customer send this code numbers to our switchboard, customer will have chance to get prize, such as: ticket for couple travel to Netherland 7 days.

Thank you for your attention !!