1.1.

        Marketing environment and the impact on Business Activities:

a/ Micro Environment:
The competitors
To compete in the Vietnamese market, Budweiser faces a wide range of domestic as
well as international brands. Therefore, Budweiser’s marketers have launched marketing
efforts to demonstrate its distinction in order to confirm its brand. They debuted the
#SamesameBudDifferent campaign in 2016. Budweiser Vietnam Fanpage often
provides information graphics and animations on the differences between BUD and
other beers, such as "Oak'' as a marinating ingredient producing a unique aroma, or "A
whole bottle of Budweiser may take up to 30 days to produce”. As a result, Budweiser
was successful in building brand influence in the Vietnamese market. (Brandsvietnam,
2016)
The customers
Customers are individuals or groups of people who directly use a product and evaluate
its quality. Consequently, Budweiser’s marketers had to thoroughly research the
psychology and shopping behavior of the consumers in order to create effective
advertising campaigns or manufacture items that please customers. As a result, every
year, the marketing department of Budweiser conducts various promotions for its goods
throughout Tet or other holidays. During the Vietnamese Lunar New Year in 2014,
Budweiser’s marketers gave consumers a high-class crystal glass when purchasing a
beer crate. (Dientutieudung,2014)
b/ Macro environment
Economic
Budweiser's business is also influenced by economic issues. According to
Tapchitaichinh (2015), in 2014 Vietnam's GDP rose by 5.98%. Based on the datas about
Vietnam's economy, the Marketing department at Budweiser recognized the potential for
Vietnam's economy to develop. Moreover, Vietnam's human resources are plentiful and
its labor costs are low, and the country has a wealth of manufacturing experience.
Accordingly, Budweiser established a brewery in Binh Duong in 2015. Therefore,
Budweiser can now manufacture and deliver conveniently excellent beer to consumers
across Vietnam. (Duong, 2015)
Legal
In Vietnam, beer is illegal for anybody under the age of 18, so marketers
Budweiser has pledged to exclusively promote beer to those who are at least 18
years old. Budweiser’s marketing department will not utilize any signs, pictures, or
any content that is particularly attractive to minors. They will also work with artists
and promotional staff who are at least 25 years old while executing promotion of
the brand. (AB InBev, nd)

Positioning
Havana Budweiser, which is a new product of the world-renowned beer brand
Budweiser, with a little higher price and lower alcohol level than standard Budweiser
products. Meanwhile, the above locating map shows that Budweiser is a beer brand with
a high price and a lower alcohol level than other beer brands; moreover, this new
product has fruit flavors. As a result, the brands competing with Havana would be
Strongbow and Hoegaarden. In terms of market competitiveness, the product will offer a
distinct taste at an inexpensive price that is ideal for young people
1.1.        New marketing strategy using 7Ps with an evaluation of different strategy
applied by product “Havana Budweiser” and event “Budweiser Countdown 2022”:
 
Product

Havana Budweiser was designed to retain the brand's unique taste while also providing
customers with a cool and refreshing pineapple taste. Havana Budweiser will pique the
interest of clients who are curious about the new fruit tastes. This product also has less
calories and alcohol than other beers on the market, which is appropriate with drinking
starters and women in particular will find this product appealing since they can drink
more but not become intoxicated, and reduce their worry about health implications or
weight problems.

Price

Marketers would value Havana Budweiser slightly higher than Budweiser, VND 25,000
for a can of Havana. Upon entering the event entrance, everyone will receive a
complimentary Havana. Additionally, Havana and other Budweiser beverages will be
available at the booths so that consumers may drink while enjoying the music.
Moreover, marketers will give a 15% discount for 1 can of Havana Budweiser during the
event. This promotion can persuade and draw people to acquire and experience this
novel product, therefore increasing the identity of the brand.

 
Place

To reach customers more directly, Havana and other Budweiser products will be offered
in booths located around the audience area. This presentation would assist clients in
quickly finding and purchasing products directly at the event, therefore increasing
identity brand and sales.

Process

First, marketers have to research and analyse the situation of Budweiser in order to
develop marketing strategies for product and brand. The marketing department then
plans for the promotion of Havana strategy, which is the organization of "Countdown
2022". Afterwards, they began to implement the strategy in stages. Havana Budweiser
will advertise the product on social networking sites or through posters so that buyers
are aware of the beer and the event. The following process is event preparation.
Marketers will have participants' selection process based on requirements that they are
above the age of 18, and have received two vaccinations. Marketers then prepare for
each step in the event such as contact with artists, stage set-up, checking for potential
problems, and reasonable placing booths offering Havana and other Budweiser goods
surrounding the audience area. In addition, the marketing department develops
customer care processes, such as QR. Consumers may therefore leave review, or
ideas regarding new goods so that staff can enhance the quality of goods and build
products according to the demands of the customers as fast as possible. The marketing
department will also promote Havana through social media. This may also show
professionalism in the working process, enabling customers trust on the quality of the
product; as a result, brand expansion.
People

For big events "Countdown 2022", Havana Budweiser needs a team with experience in
event planning, such as ticket preparation, stage leasing and stakeholders such as
performers, security teams, medical team, and cleaning team. Marketing department
also has to create a clear event strategy, calculate the expenditures for the event and
prepare gifts for artists and attendees. Marketers will also be stationed at the product
booths to promote and give additional information about Havana Budweiser to event
guests, such as information about fruit components in new products or Havana
distribution locations. These staff teams and their responsibilities can assist with event
preparation and organizing effectively. Furthermore, they enable marketers to adapt to
unforeseen problems. These individuals can also cultivate positive connections with
consumers, partners, and celebrities in order to boost the brand's impact.
 
Physical Evidence

Havana Budweiser's marketing team has prepared a large event called "Countdown
2022" to attract young people and beer enthusiasts. This event took place on the middle
of Nguyen Hue Walking Street, District 1, Ho Chi Minh City. Because this is a big route
with various entertainment options, it will easily attract young people. Moreover, Havana
Budweiser's marketing staff set up the stage in a magnificent way with brilliant lights and
colors, allowing young people to completely enjoy the New Year's Eve moment to the
fullest, vibrantly and happily. These lights and color aspects can assist participants feel
more enthusiastic and have more excitement, boosting the urge to drink alcoholic drinks
in order to enjoy this beat atmosphere; as a result, growing sales. There is also a
security team as well as a medical team with standard medical equipment, which will
provide a sense of safety, and enable the participants to be less concerned about
getting infected with Covid.

Promotion
A major music event called "Countdown 2022" was prepared by the marketing
department to promote Havana Budweiser to everyone, especially the young who
usually go out for drinks. Budweiser Vietnam will post articles about this music event on
its Facebook page regularly in order to attract people. Furthermore, marketers will invite
famous artists to offer audiences with the most impressive musical repertoire and
intriguing stories, which can promote the brand to their fans and followers. Moreover,
marketers create a minigame, which is a Random program of 22 random numbers
depending on the number selected when guests check in at the beginning of the
program; and the fortunate prize is a Budweiser mask and a pack of 6 Havana cans.
Then, at the end of the event, each participant will get a Budweiser mask. Havana
Budweiser also runs a volunteer marketing campaign, donating all proceeds from the
event to the Vietnam Red Cross. Therefore, these promotions and community activities
can create a favorable impression and goodwill among the general public, resulting in
the support from a wide range of client categories to this product.