PROPOSAL

IMC PLAN
HEINEKEN
20
22

JG GROUP
HEINEKEN INTRODUCTION

BACKGROUND
The Heineken brand was founded in 1864 in the Netherlands
by founder Gerard Adriaan Heineken. Heineken operates
primarily in the beer industry and currently has more than 190
breweries in 70 different countries. Heineken entered Vietnam
in 1991. Currently, Heineken holds more than 33% of the
market share of Vietnam's beer industry, behind Sabeco (36%)
in terms of market share but leading in terms of profit after
tax. Heineken currently offers beer products such as
Heineken, Tiger, Amstel, Larue, BGI, BIVINA, Desperados,
Affligem and Strongbow fermented apple juice.

SITUATION
ANALYSIS
Heineken's market share (33%) is still inferior to its main
competitor Sabeco (39.6%). With the double impact of the
Covid 19 pandemic and Decree 100/2020, the beer - alcohol
industry in general has not completely recovered to the way it
was before 2019, causing Heineken's profit to be significant
affected. Although Heineken's revenue did not drop as sharply
as its rival Sabeco, it could not grow as strongly as in previous
years.
Besides, the brand awareness and priority in the shopping
cart of customers for Heineken products also decreased
sharply. This problem started from the time of the Covid
pandemic and Decree 100/2020 appeared, and in the past 2
years, Heineken has not had a campaign that is really big
enough like the Heineken Silver 2019 campaign to connect
customers with customers. trademark.
JG GROUP

CAMPAIGN
OBJECTIVES
Increase the number of customers
consuming Heineken Silver beer
products
Connecting brands with consumers

INSIGHT
According to a Grove HR report,
today's workers are more concerned TARGET AUDIENCE
with life balance than income. Life
balance is a measure of happiness for
today's working generation in general.
Select Millennials as the target MILLENNIALS
audience because this is the main
beer consuming group today. They AGE: 20-35 YEARS OLD
were born and raised in the strong
INCOME: HIGH INCOME
development of technology and
economy. Therefore, the worldview of GEOGRAPHY: URBAN
this group is quite different from AREAS
previous generations. They lead an LIFESTYLE: ACTIVE, NEED
active, positive life, love to ENTERTAINMENT AFTER A
PERIOD OF HARD WORK.
experience, and always take the
initiative in all situations.
 KEY MESSAGE

CHEERS CUỐI TUẦN

HOÀ MÌNH CÙNG HEINEKEN
EXECUTION ACTIVITIES

OUT - OF - HOME ADS

OOH Advertising campaigns are used to target more
specific targets, which are office workers. We
recommend placing OOH billboards in large buildings,
airports and elevators where many companies rent
offices.
 HEINEKEN

TVC
Developed a 30s TVC with singers Toc Tien, Hoang Touliver and Min.
TVC will be promoted on YouTube, Facebook and Tiktok video
social networking platforms. The advertising content revolves around
conveying the message of life balance and giving yourself worthy
rewards after hard work.
The promotional video will reach both the consumer and our primary
target. It will both generate consumer interest through advertising on
social media.

01. OPTION 1 02. OPTION 1

01. OPTION 2

WHAT WE DO
01.
Podcast
Sponsoring the next episodes of
Vietcetera's "Have A Sip - After
Hours" podcast program with
famous guests with diverse topics
hosted by HuyMe.
03.
TikTok Dance
Challenge
The TikTok Dance Challenge campaign
serves as an important supporting
component for TVC promotion. The
Dance Challege challenge on the
TikTok platform will become a trend to
increase the awareness of Heineken
Silver's products and events.
HEINEKEN
02.
Event
We will organize 3 events for different
purposes and audiences. The first
event focuses on XR technology to
increase customer interaction, the
second event takes place at clubs and
the third event directly targets
employees of companies.
04.
Sale and Trade
Promotion
Deploying many attractive incentive
programs to stimulate customers'
shopping needs and increase the
priority of Heineken Silver beer
products in consumers' shopping
carts. Programs taking place include