Marketing programme:

There are four detailed marketing elements of Saigon Export beer marketing
programme below here. Remember that SABECO is applying the market
development strategy in which SABECO is launching and developing a Saigon
Export beer to the existing market of Vietnam and exporting to foreign markets.
1. Product strategy:
According to the current result of the survey about the reasons causing traffic
accidents, there was 45% of people answered that they were drunk because of
the alcohol concentration in beers they drunk were too high. The research also
shows that the number of diseases caused by high-alcohol concentration beers is
increasing. More seriously, this situation happens in urban area such as big city
like HCM. HN, …, in which the number of accidents caused by it is four times
higher than the number in rural area. Therefore, launching and developing
Saigon Export beer, which has low alcohol concentration but still sustains the
special flavour of Vietnamese beer, will create the unique quality on SABECO
product line and the attraction on customers who want to have a fun party and a
safe night ride after all. Still providing good nutrition, SABECO creates the points
of difference in beer market by reduce the alcohol concentration to 4,5% ( other
beer is 5,9%) in order to help the customers, who have habits of drinking beer to
reduce stress or just to make their party more exciting but have no worry on
getting drunk. For most of Vietnamese people and foreigners who want to taste
a real Vietnamese favour beer, SABECO brings customers the Asian lifestyles, the
understanding without levels or standards among people and unlimited fun, as
the slogan of Saigon Export is too big to be understood.
2. Price strategy
In the market of alcoholic beverages and drinks, SABECO is a pioneer with its
brand Saigon Export beers. In that time, Saigon Export was a unique Vietnamese
beer in the beverages industry. However, SABECO did not set a high price
compared to other foreign beer brands. In general, the average price of
10,000VND/bottle( the cheapest beer according to the figure ) is reasonable and
acceptable for customers. Along with constantly improving product quality
associated with marketing strategies, promote sale of beer, the unit has
promoted initiatives and rationalizing production and implement strategies to
reduce the cost saving discount Members improve product competitiveness.
Layout Production Company operating 3 shifts continuous incinerators should
Per million litters of beer products dot.Hoac save 6 tons of oil with automatic
phase method for fermenting beer high concentration really just contribute more
energy and water; wage costs. As their slogan, Saigon Export beer aims that
everyone can buy it with the best price and the quality against commitments set
out.
3. Promotion strategy:
There are two elements needed to consider in promotion strategy:
Firstly, as the result of survey, two main means of advertising to approach
consumers are television and Internet. More specifically, SABECO should launch
the advertisement on social network such as Facebook, Instagram... On the other
hand, SABECO should Promote the ads on TV media, special promotions Saigon
Export, winning Scratch Saigon Lager 2 bottles get 1 ticket exchange,…Contact
with some newspapers and magazines for giving small discount of coupons to
promote people buy beer
The second element is the short-term plan for one year in which public relation,
advertising, and sales promotion are combined relevantly for different quarter of
the year. In addition, SABECO Company should also combine the sales
promotion by offering 10% discount, the most favourite sales promotion base on
the survey, to create the first impression for customer.
4. Place strategy:
SABECO product is distributed in its present market through wide distribution of
many distributors and over one hundred thousand outlets in 64 provinces across
the country. Shops selling Saigon Export are allocated not only in most of cities
in Vietnam such as Hanoi, Da Nang and Ho Chi Minh but also in foreign
countries such as Canada, United Stated, Russia, etc.
It is recommended that SABECO should have more warehouses for different
location i.e. in each city or province to reduce the distribution cost.

As beer is a fast moving consumer goods, beer is sold in many places such as
convenient shop, bars, supermarkets, markets, etc. SABECO may apply the
intensive pattern of distribution.
Until now, SABECO already has more than 1,200 distribution channels
throughout Vietnam. New distribution network has been expanded; covering the
whole country, with the direct involvement of the customer to the product can
reach the consumer faster and most convenient.
VII. Historically, SABECO is a company which grows strongly and was one of
those leading brands in Viet Nam. In 1997, average income of SABECO's
company was 3,2 million/person/month, and increasing significantly in 2006 was
6,0 million/person/month. Besides that, the growth rate in every year is very high
from 17 percent to 20 percent. We can see the chart that the beer market of
SABECO' s company in Viet Nam reached a peak at 45,04 % in 2010 and in 2011
SABECO's company also peaked at 47,50%. This could be because they have a
good strategy about advertisement, medium or satisfy of customer about
products, services, and so forth.
The chart shows that the profit and loss of SABECO's company between 2009
and 2011. The gross profit rate of each year increased but the profit in 2010 was
better than profit in 2011. This is understandable because the demand of
customer declined and the inflation rate of Viet Nam increased sharply so the net
income rate of SABECO's company decreased between 2,771 billion and 2,344
billion. In 2011, the sales rate rose by 11,2%, and the selling price also increased
by 1,55%. In addition, the gross profit margin rate declined from 24,75% in 2010
to 21,1% in 2011. This also was one of some strategies of company to rise sales,
attract new customers, and develops this brand other areas.
(http://ftp2.ssi.com.vn/Customers/Research/2012/Report%20sent
%20out/Sabeco_Habeco%20Company%20Update_Still%20attractive%20despite
%202011%20low%20performance_29.06.2012_SSIResearch.pdf )