Nguyen Van A BEHAVIORS

-Gathering with colleagues after working (3-4

times/ week)
-Gathering with friends at the weekend, in the
night (1-2 times/week)
-Drinking when gathering (spend around
100,000 for beer)

DEMOGRAPHIC
Age: 33
Sex: Male
Status: Unmarried
Job: Marketing Leader
Personality: Generous, energetic, active,
dynamic, hard-working
Location: Ha Noi

DRINKING BEER HABIT, OPINION COMMUNICATION HABIT

-Lighter taste -Online 4-5 hours in a day

-Not drink to get drunk but drink to feel the
flavor, to find the exclusive fresh taste
-Drink as a part to enhance the fun with
friends and colleagues
-Drink beer more in summer
-Online to work, entertain, update news
(Facebook, Instagram, Tiktok, Zalo, Youtube)
-Share life moments on social media
especially the happy moments, update
activities when drinking
-Follow many famous people, influencers.
Care and believe in their content,
recommendation.
-Favorite type of content: comedy,
entertainment, celebs news, gaming, esports,
current events, hot trends

MOTIVATION FRUSTRATION

-Brand’s trendy, funny content on social -Not verified information source about brand
network on social media
-Attractive online advertisement -Boring content with many words, lack of
-Self-related communication content of brand visual content
on social media
-Brand’s spokesperson positive review on
their online platforms
-Eco-friendly product
 Pham Van B
DEMOGRAPHICS
Age: 22
Sex: Male
Status: Single
Job: Tour guide
Personality: optimistic, dynamic, vivacious,
extrovert, liberal
Location: Hai Phong
DRINKING BEER HABIT, OPINION
-Drinking to have fun
-Drink not just for enjoying
-Drink to “chill”, relax to the fullest
-Drink more beer in summer
MOTIVATION
-Brand’s young, dynamic ambassador
-Brand’s spirit and mission
-Brand highly recommended by influencers
-Quick online response service
-Friendly interface purchasing app/website
BEHAVIOR
-Exploring, discovering different fields
-Challenging, willing to try new thing and
move forward
-Want to express themselves, wholeheartedly
at work, playing, relaxing
-Gathering with friends (1-2 times/week,
spend around 100,000 for beers)
-Attend parties, events, music festival
COMMUNICATION HABIT
-Using social media platforms (Facebook,
Instagram, Tiktok, Youtube)
-Online whenever they have free time
-Use media to update trend, breaking news,
encounter viral content, follow famous
people, influencers, to share moments, to
communicate, to work, relax and build
networking
-Favorite content: comedy, entertainment,
events, influencer’s sharing, inspiring
message
FRUSTRATION
- Lack of information about brand, product on
social network
-Negative review through social listening
-Bad visual online content  decrease
intertest, easily exit the site
-Low speed, navigation
 Nguyen Van B BEHAVIORS

-Relaxing with close friends after work (2

times/week, pay around 150,000 dong for
beer)
-Often drink beer in the meal like a beverage
(4-5 times/week)
-Love sport and watching sport matches
-Watching football with drinks and snacks
-Spend time for family on the weekend
DEMOGRAPHIC
Age: 48
Sex: Male
Status: Married
Job: Finance Manager
Personality: calming, fastidious
Location: Ho Chi Minh City

DRINKING BEER HABIT, OPINION COMMUNICATION HABIT

-Beer connoisseur, has unique taste
-Enjoy the taste of original recipe, rich flavor
-Care about beer quality, ingredients,
production methods
-Beer is considered as a “seasoning” in their
life
-Use social media but not too usually
(Facebook, Zalo, Youtube)
-Rarely share about their life on social media
-Favorite type of content: financial and
business news, working announcement,
information (reading e-newspaper, e-
magazine)

MOTIVATION FRUSTRATION

-Concentration on flavor, prominence in -Counterfeit, poor-quality product

ingredient or production method - Price instability
-Clarity in production method
-Reputation of brand
Beer 333
Nguyen Thi C BEHAVIOR

-Gathering with friends but family is still the

priority (once every 2 weeks with friends/ 1
time per week with family, pay around 50,000
dong for beer)
-Care much about family, concern about the
price
DEMOGRAPHIC -Shopping online (3-4 times/week)
Age: 45
Sex: Female
Status: Married
Job: State accounting specialist
Personality: caring, tender, virtuous, pleasant,
serious
Location: Can Tho
DRINKING BEER HABIT, OPINION COMMUNICATION HABIT

-Like bold taste, dense flavor
-Drinking beer when meeting friends or
family reunion for congratulation
-Buying beer as Tet gifts
MOTIVATION
-Online in evening (their free time)
(Facebook, Zalo)
-Post selective content, convey meaning
message, sharing useful information for
friends, relatives, colleagues
-Favorite type of content: family, food seller,
clothes seller, houseware
FRUSTRATION

-Reasonable, cheap price -Fake brand

-Reliable brand -Counterfeit, poor-quality product
-Discount, voucher, bundled gift -Price instability
-Good flavor -Scamming when buying online
-Attractive packaging
Saigon Lager
Tran Thi D BEHAVIOR

-Prefer relaxing alone, drink alone (pay

around 100,000/ month for beer)
-Drink to stimulate creativity
-Meeting friends (once/week, pay around
100,000 dong for beer)

DEMOGRAPHIC
Age: 25
Sex: Female
Status: Single
Job: Designer
Personality: creative, artistic, perfectionism
Location: Da Nang
DRINKING BEER HABIT, OPINION COMMUNICATION HABIT

-Like light flavor to keep consciousness
-Do not require about the complexity in
ingredient and flavor
-Online all day for working
-Use social media platforms (Facebook,
Instagram, Tiktok, Youtube) to update trend,
share and asking colleagues in online group of
designers, share their own moments
-Favorite of content: comedy, aesthetics,
entertainment

MOTIVATION FRUSTRATION

-Low alcohol concentration - Counterfeit, poor-quality product

-Packaging creates the feeling of lightness, -Price instability
relaxing and comfort
-Brand reputation
Lac Viet Beer
Hoang Van E BEHAVIORS

-Reunion, gathering two times/ month (Spend

around 50,000 dong for beer once time)
-Love singing, doing activities that express
the optimistic spirit

DEMOGRAPHIC
Age: 54
Sex: Male
Status: Married
Job: Architect
Personality: optimistic, quiet, thoughtful,
passionate about logic analysis, complex
systems
Location: Hoa Binh
DRINKING BEER HABIT, OPINION COMMUNICATION HABIT

-Like beer products have the original and real
value
-Like product has the similar flavor with
Vietnamese traditional taste
-Feel the optimistic message the beer product
can bring
-Drink more beer in summer
MOTIVATION
-Use platforms (Facebook, Zalo, Youtube)
-Online with little time at night
-Favorite type of content: news, singing
(karaoke, singing contest), working
information
FRUSTRATION

-Reasonable price -Counterfeit, poor-quality product

-Optimistic content advertisement -Price instability
-Real value and original emphasis in
advertisement content
 CJM

below.

Consideration Conversion Retention Advocacy

Awareness

 PR  Website  Call center  Call center  Share good

 TVC  Facebook (sales) (customer experience on
 Online Ads  Social media  E-commerce service) social media
 Social media (comments) (Shopee, Tiki,  Chats (Facebook) platforms
(Facebook)  Online Lazada, etc.)  Promotion  Purchase again
 Friend’s newspaper  Supermarket (gamification on  Recommend for
sharing on website website) others through
facebook social network
through
gamification

In general, Facebook is the main social media platform of Sabeco recently, the frequency is quiet
regular and the press channel also very active with lots of journal post on different online
newspaper website. However with the target customer of Sabeco is the young generation
segment, their social platforms is still limited. One of the most popular social platforms is Tiktok
with the users’ age from 18 to under 30 (Apptopia report, 2022) is being left by Sabeco. Sabeco
has build an Tiktok account but they only posted 2 videos and has not updated anything since the
January of 2022. Tiktok is a close approach with the first segment, they content can be viral and
extended widely and reach more potential customers. Another limitation is in conversion stage,
Sabeco has now closed their purchasing activity on Shopee in the 4.0 technology era, when
people is familiar with online shopping.