CASE STUDY FOR

Z MARKETER 2020
 Think Global – Act Local: Bringing a potential foreign product and find the suitable Marketing
strategy to enter the Vietnam market

About Carlsberg Group:

Beer has always played a significant role in Vietnam’s pop culture. Loved by millions, Beer is the
popular choice for gatherings with family and friends, or business dinners, thanks to its affordable
price. Besides, birthday and wedding parties, for example, drink beer, as consumers consider this
is the best way to express their happiness and best wishes to the hosts. The beer market in Vietnam
is the 10th largest in the world, consuming an estimate of 4.2 billion litres of beer in 2019.

First launched in Vietnam in 2016, Tuborg is the number one beer brand by volume in the
Carlsberg Group portfolio and is currently present in more than 70 countries around the world.
Tuborg continues to grow fast globally, particularly in Asia. Since its story began in 1880, Tuborg
has become well known all over the world for its exceptional quality and refreshing taste. Tuborg
is a fun starter, which represents a dynamic and pioneering lifestyle with the mission of bringing
Vietnamese consumers a unique and stupendous experience with an easy-opening pull-off cap.

Situation:

Carlsberg Group set out a commitment to non-alcoholic beer in 2016 when launched its strategic
plan “SAIL22”. Supported by particularly strong growth in Western European markets such as
Poland, Finland, and Sweden, volumes of alcohol-free brews in 2019 has grown 10% among these
markets.

As the Vietnamese economy continues to see strong growth, with many consumers benefiting from
rising disposable income levels - enabling many consumers to look beyond life’s essentials in
search of products that will enhance their health. A growing health and wellness trend is also being
fueled by widespread internet access via smartphones, with these widely owned in the country.
Together with the Covid-19 pandemic, according to Nielsen Research, Vietnamese consumers are
becoming more and more conscious of healthy food and drinks.

To ensure and improve its position in Vietnam’s promising market, Carlsberg Vietnam will need
to adapt to the ever-changing market. Hence, the suggestion of Z Marketer 2020 to promote and
launch a member of Carlsberg Vietnam's non-alcoholic brews - the Tuborg Zero. With the youth
being the core asset of the competition, Z Marketer 2020 aims to utilize innovative Digital
Communication, and fresh ideas from Gen Z’s Marketer.
Product information:

Tuborg Zero is a mouthwatering lager with fruity notes, as we know it from Tuborg Green, but
still completely its own – and completely without alcohol. Remember that this is a truly genuine
Tuborg. It is just like no other beer. When says ZERO, we mean zero! Not 0.2% or 0.5% but 0%
alcohol. Furthermore, Carlsberg Vietnam wants to emphasize more on Tuborg Zero’s nutrition
benefits, and most importantly, the brand Tuborg’s image as a dynamic brew which supports an
active lifestyle.

Contest regulations

Round 1 – Open To More: Situation Analysis, Big Idea and Visualisation (1/10/2020 –
23/10/2020):

Contest content:
Acknowledge the potential of Digital Marketing, as members of the Tuborg’s Marketing team,
candidates are given tasks below:

A. Situation Analysis: Conduct a Secondary research and propose a 4Ps analysis of Tuborg
Zero.
B. Big Idea for an initial product launching: Use a Digital Marketing campaign which
include name, slogan, Digital Marketing tools using during the campaign.

Suggested Digital Marketing tools:

- Search engine marketing
- Email Marketing
- Rich Media and Banners
- Viral Marketing
- Blog Marketing
- PPC Marketing (Pay Per Click Marketing)
- Online PR Marketing (Online Public Relation Marketing)
- Social Media Marketing
- Mobile Marketing
- Web Analytics

C. Visualisation: Suggest a design comprising of three (3) visual brand elements for the Tuborg
Zero brand (using visual guidelines) and explain your design idea. This includes:
1. Tuborg Zero’s Pull-off Cap
2. Tuborg Zero’s Front Label
3. Tuborg Zero’s Neck Label

*Visual guidelines can be found below. These are the designs of Tuborg Green – based on these
designs, your task is to refresh it for Tuborg Zero! Usage of Tuborg’s original colour scheme (blue
and green) is recommended – however, you can freely design the brand elements to your liking.
Contest form:

Candidates are required to present ideas by word and visual context. Specifically, you must present
a maximum of 20 slides PowerPoint (submit in PDF format) to display content A, B, C
mentioned above.

Contestants will be asked to send the first-round submission via email zmarketer@st.buv.edu.vn:
• The work MUST BE fully-written English.
• Contestants can submit with attached files or via Drive link (Google or OneDrive) in
“bit.ly” format.
• Title of the email must be “Team Name_Round 1 Submission”
• Deadline for Round 1 submission: 23:59 PM 23/10/2020.
VISUAL GUIDELINE
(Dimension and colour
scheme)