IMC plan

Situation Analyse:
- During the development journey, this traditional brand has always
made a special mark in the hearts of customers. Especially when
Sabeco reached 1 billion liters of beer in 2010. It is also the
industry leader when it successfully completes its tasks. Thereby,
contributing to the economic development of the industry, the
locality and the country. Currently, Sabeco holds nearly 34% of the
beer production market share in Vietnam. This brand also has the
most effective distribution network and operation in the beer and
wine industry in Vietnam. Especially when exporting to nearly 20
countries around the world
Campain Ojective:
- Contribute to the development of Vietnam's beverage industry
on a global level.
- Appreciate the culinary culture of Vietnamese people.
- Provide high quality, safe and nutritious beverage products to
improve quality of life.
- Bringing many values and benefits to shareholders, customers,
partners, employees and society.
Insight
- Constantly striving to innovate and create to meet the
increasingly diverse needs of customers is what Sabeco always
aims for. This is also the operating style that helps the brand
continuously lead the market and attract more and more
customers. From the end of 2020, digital transformation
technology "Sabeco 4.0" will be applied.
- Sabeco affirms the value of a traditional brand that wants to
preserve the quintessence. From there, capture the hearts of
users with friendly and responsibility.
4P
Product:
- To maintain market share and avoid being eliminated, products
are the core factor that Sabeco always aims for. Towards high
quality and healthy elements above all. The design is designed
to fit comfortably in the hand, convenient for enjoyment.
Unique design with luxurious white color, elegant silver color
and delicate gold and red colors symbolizing the country's red
flag with yellow star. The letter S of the logo is replaced by an
S-shaped map of Vietnam
Price:

- Sabeco uses a cost-based estimation framework for Saigon

Lager. Initially create the product, decide the cost. Then, pricing
is based on cost. And convince customers of the value of Saigon
Lager in the end. However, with many major competitors,
product prices are set at the same level as competitors.
Therefore, the market price is a factor that cannot be ignored if
the appropriate price is to be determined.
- Price Discrimination also applies. Because through different
channels, there are different prices. Because there are now a
variety of distribution channels, especially indirect sales.
- The current price of Saigon Lager product line is 20,000~25.000
VND/ can and 480,000~600.000 VND/ box of 24 cans;
120.000~150.000 VND/ box of 6 cans
Place:
Strategy
- Each distribution channel will correspond to a certain customer
file spread across the country. Sabeco produces about 700
million liters of beer per year with 40,000 distribution routes.
Specifically, Sabeco contributed capital to establish 10
commercial joint stock companies at key locations. And there
are about 39 branches and warehouses in many locations.
- In addition, at any supermarket, convenience store, retail store,
you can also come across Sabeco's products. Thereby,
increasing the ability to attract customers and coverage in the
market. Sabeco also invested in factories in Song Lam, Quang
Ngai, Cu Chi, Vinh Long and Bac Lieu to expand and meet
 export demand. Thanks to that, this beer company has appeared
popular in markets across continents such as America, Europe,
Australia, Africa, Asia.

Distribution value

- Run an expansion strategy

- Improve the distribution system to penetrate deeper into the domestic
market. It's about developing the right business strategies and transitioning
to modern models.
- Developing export markets: Sabeco focuses on expanding its market share
at home and abroad. Sabeco has developed an export marketing plan.
Spending 10 billion VND to build a brand abroad. Starting from Southeast
Asia with consumption markets such as Laos, Cambodia.
- Consolidate and maintain brand image and trust with customers
Promotions:
Special offer:
- Sabeco actively offers promotions with attractive rewards such as Honda SH
cars, Samsung TVs, etc. For example, the program "Open Lager - your life
better" with prizes up to 40 billion VND, 333 – Sharing great joy, turning on
the cap of Saigon Lager beer bottle, "Delivering beer at home - Receiving free
gifts",... Especially, during the epidemic period, customers will be given a high-
quality mask when ordering 01 case of Saigon Beer /Beer 333/ Lac Viet Beer.
Ads:
- Each year, Sabeco spends about $50,000 - $70,000 for each promotional
video. And 1000 to 2000 USD for a slogan. Sabeco has boosted its
reputation and brand coverage when advertising its products on major TV
channels. Such as VTV1, VTV3,... Advertise on billboards on the street,
banners on websites. Not to mention, there are also some successful
campaigns with slogans that become hot trends and viral. Typically "You
may not be tall, but others must look up" with Saigon Special products. The
slogan helps to spread the strong belief in yourself.