MARKETING PLAN

Executive Summary
SAIGON BEER - ALCOHOL -
BEVERAGE CORPORATION

Saigon Beer – Alcohol – Beverage

Corporation registered a business name
called SABECO. The company
manufactures beer, wine, soft drinks
while beer is still an important local
industry.
 Objectives
2017, the beer market situation is forecasted to
continue to develop in the next stage at 8% -10%
thanks to the rising income and young population of
Vietnam. Therefore, Sabeco plans to have 2017
consumption of beer 1.703 million liters, up 3.4% over
2016. Total revenue reached 34.495 billion, up 9% over
2016.
 Market Analysis

Vietnam Top 3 in Asia

in beer consumption
Market Analysis

Some breweries are

present in Vietnam :
History and Development
Year

1875 A liitle brewery founded by Victor Larue – a Frenchman in Saigon

1977 Sai Gon Beer Factory was established

1985 launches beer cans 333

1992  
introducing the bottle of Sai Gon Lager beer

1993 Saigon Beer Factory becomes Saigon Beer Company

1996 introducing Saigon Export Beer bottle

1999 introducing Saigon Special Beer bottle

2003 established SABECO Corporation

2008 SABECO Corporation was established

2010 SABECO consumed 1 billion liters of beer

 Overview
Sabeco has 23 beer factories across the country
Products

Product categories: Beer Lager.

Ingredients : water, malt malt, cereals, hops.
Concentration: 4.3%
Packaging: in bottles of 450ml and 355ml (20
bottles / plastic) or tin cans, 24 cans per
carton.
Market : Saigon Beer Lager beer is produced
and distributed nationwide, the central
market of North Central, Central, South
Central, Highlands.
Product categories: Beer Lager.
Ingredients: Water, barley malt, hops.
Concentration : 4.9 %
Packaging: Packed in aluminum cans, 24 cans / cartons
Closes in a blue glass bottle, 20 bottles / plastic tank
Market: Saigon Special Beer is produced and widely
distributed throughout the country, especially in big
cities such as Ho Chi Minh City, Hanoi, Hai Phong, Da
Nang, Can Tho ...
Concentration 5.0%
Product categories: Beer Lager.
Ingredients: Water, barley malt, hops.
Packaging: Packed in aluminum cans, 24
cans / cartons
Market: Saigon Gold Beer is distributed in
major cities such as Ho Chi Minh City,
Hanoi, Hai Phong, Quang Ninh, ....
Product categories: Beer Lager.
Ingredients: Water, Malt, Barley, Beer.
Concentration : 5.3 %
Packaging: packed in tins, 24 cans / carton
(333 cans) or in glass bottles, 24 bottles /
carton (333 premium bottle)
Market: Beer 333 can be produced and
distributed nationwide.
Product categories: Beer Lager.
Concentration : 4.9 %
Ingredients: water, malt malt, cereals, hops.
Packaging: packed in brown glass bottle, 20
bottles / plastic tank
Market: Saigon Export Beer is produced and
distributed widely throughout the country,
especially from the Central to the South.
Strategic Objectives

Mission

Goals

Business Summary

Competitive Advantage
VISION TIL 2025

Develop SABECO to become a leading

Corporation in the national beverage
industry, ranked in regions and all over
the world.  
MISSION

• Develop Vietnam beverage industry all over the world.

• Appreciate the food culture of Vietnamese

• Advance the quality of life through providing the high quality,

safe and healthy beverages

• Bring the essential benefits for the shareholders, the customers,

the partners, the labour and the society.
CORE VALUES

1. Traditional brand: The superiority of a traditional brand is built and

confirmed over time. Customers have many choices and be well taken
care of the services. SABECO has become a “top of mind” in the
hearts of customers.

2. Social Responsibility: The development of social responsibility is

the tradition of SABECO. We provide the society with safe and useful
products, and we always wish to share and take responsibility for
social work and environmental protection with practical action.
Goals

Develop Vietnam beverage industry all over the world.

Appreciate the food culture of Vietnamese

Advance the quality of life through providing the high quality, safe
and healthy beverages

Bring the essential benefits for the shareholders, the customers, the
partners, the labour and the society.
Business Summary
B2B

Many policies support the distributor : First, restructuring the distribution

system in the direction of strengthening control (strategic planning NPP);
Second, the distribution of consumption (avoid overlapping) to implement
the program in accordance with the consumption area; Third, investment
development team sales, consolidation of new image Saigon Beer, close to
consumers; Fourthly, priority should be given to the development of the
system of image shops and retail outlets; Develop new products to penetrate
premium beer segment ...
 Business Summary
B2C
Individual Members
The retail customers SABECO are individual consumers who
purchase beer through the Business Customers of SABECO.
Currently, SABECO does not sell directly to individual
consumers.
The consumers of SABECO beer products are concentrated
in the Southern and central regions of Vietnam, although
SABECO does export to other countries. The Northern region
of Vietnam is dominated by HABECO.
Sabeco's products are widely distributed in supermarkets,
convenience stores such as Coopmart , Lotte , BigC , Family
Mart , Cirlce K , ...
 Competitive advantage :

 Saigon beer has the highest market share in the industry for many years .

 Saigon beer has become the traditional flavor of most Vietnamese . Traditional brand:
The superiority of a traditional brand is built and confirmed over time. Customers
have many choices and be well taken care of the services. SABECO has become a “top
of mind” in the hearts of customers.

 142 years of experience

 The prices of Sabeco’s products are quite cheaper than others.

Situation Analysis
Industry Analysis

Market size

Market Growth

Market Needs

Market Trends

SWOT Analysis

Competition

Company Analysis

Customer Analysis
Situation Analysis

Product Life Cycle

Industry analysis
Market Share
Market Growth
Market Trends

Beer witnessed stronger total volume growth in 2016 than in 2015, despite the
rise in the Special Consumption Tax from 50% to 55%, which was implemented
on 1 January 2016. Positive economic conditions in Vietnam boosted
consumers’ disposable incomes and led them to shift from unbranded to
branded beer, as they sought quality and taste. Beer players, particularly
foreign brands, were also keen to expand in Vietnam, as they sought to
capitalize on this opportunity. The increase in the number of modern grocery
retailers and on-trade establishments further supported this trend.
 b.Competitor:

Competitor
identification
Competition

Over the past few years, Vietnam has

been described as a "magnet" that
attracts most of the "big" foreign
beers, making domestic beer market
a fierce competition to win the "pie"
market share .
Competition

Although competing with many

beer companies like Habeco,
VBL, including foreign brands
like Asahi (Japan), Singha
(Thailand), Corona (Mexico) and
Royal (Netherlands), Sabeco
still holds highest position .
Micro environment:
a.Supplier:
Saigon Beer is made of water, malt, rice, houlon flower. We can notice
that the main ingredients such as malt and houlon flower must be
imported which cause a higher cost for material. Furthermore, there
was a slightly increase in malt and houlon price which lead to a fall in
profit compared to last year in 2007.
b.Competitor:

Competitor identification
c.Intermediaries: 

Saigon beer intermediaries
d.Customer:
- Customer market: Saigon beer focuses mostly in domestic market,especially in Ho
Chi Minh City. Male with the age of 18 to 50 who are in middle class, and has
medium of disposable income is Saigon beer’s target market.
• - International market: In addition to domestic market, Saigon beer
also exports to more than 17 countries such as Japan, Malaysia,
Singapore,Holland, France, Switzerland, Denmark, Britain,
Canada, USA, Australia,etc
Macro environment:
a. Legal and Political: 
- According to the current policies of Vietnam Government in 2005, alcoholic drink
is taxed at a rate of 75%.
- The table below shows how much money businesses must pay for taxes when the
new policies are applied
 b.Economic:
The Economy Crisis and then the inflation seem not to be much affected to the
consumption of beer. In fact, Vietnam has a very high the inflation rate compared
with other countries and regions and it grew up really quickly over seven years
ago.However, the consumption rate for beer still increases and the development of
Beer Industry has grown up from 12% to 14% in 2008.
The GDP per capital of Vietnamese had increased in last 10 years. As
the information above about inflation, beer is a convenience goods so
when the income increase, the demand for beer also grow up.
 c.Social:
The culture in Vietnam also affect to the consumption of beer. First of all, the habit
of Vietnamese people has changed for the kind of drinks.

According to dantri.com, Vietnamese drinks average 18 liter per year in 2008 and can be increase to 28 liter
in this year. Secondly, in some traditional holidays, especial in Tet’sholiday, the consumption increases
steeply. Government estimates that consumers spentapproximately 7.000 billion VND for buying beer in
Tet’s holiday in 2009 (7000 billion VND drink Tet 2004). Moreover, Vietnamese likes to drink beer when
they do the business.
Evaluation metrics and Control
Competition
Competition
Imported Domestic

Premium Coors light, Budweiser, Bud Heineken, Sapporo, Carlsberg

light, Corona, Heineken…

Average Beer Laos, Angkor… Hanoi, Saigon export, 333, Tiger, Tiger
light, Tiger Crystal…

Popular Huda Hue, Bivina, BGI, Saigon Laser,

Ben Thanh …
 Customer Analysis
Age : 18 to 50 years old .
Gender : male
Income : middle low

Lifestyle: Southerners are quite liberal or partying and

there are beer in every party. So customers will always
choose the beer that is cheap. And Sabeco's products
meet this.
Behavior : The majority of customers buy beer for
holidays, Tet, party ... or the meeting with friends,
family . Benefits that customers find in the product:
cheap price , familiar brand , good quality .
Market Segmentation

Business Customer

SABECO sells its beer current products to several different

wholesale customers including:

Distributors, Supermarkets, Convenience stores, Liquor

stores, Restaurants, Bars and clubs, Hotels and resorts
Geographic Country: Vietnam
Density:urban and rural
Region: Northern, Central and Souther Vietnam

Demographic Age: 18 to 50 years old

Gender: male and female
Income: middle low income
Occupation: blue collared worker,officials.

Psychology Social class: middle class

Lifestyle: normal, simple and relaxing
Personality: unambitious, unaggressive, traditional,
straightforward
• Individual Members
• The retail customers SABECO are individual consumers who
purchase beer through the Business Customers of SABECO.
Currently, SABECO does not sell directly to individual
consumers.
• The consumers of SABECO beer products are concentrated in
the Southern and central regions of Vietnam, although SABECO
does export to other countries. The Northern region of Vietnam
is dominated by HABECO.
Target Market

The retail customers tend to middle-aged Vietnamese males. As

shown in the table below, SABECO does not currently offer a
premium beer. The Marketing plan will include the introduction
of two new beer products –Saigon Limited and Saigon Light.

While SABECO sells more beer than any other brand in Vietnam,
no SABECO brand is in the top 3 in brand recognition and
usage.
 Select target market
• Vietnam currently has a young
population of about 33 million people in
the age group of 20 to 40, with the
highest consumption rate of beer
products. Vietnam's economic growth
rate in the period 2008- 2010 is
forecasted to reach over 8%. GDP per
capita will reach $ 1000 by 2010,
boosting demand for beer products,
especially high-end beer and medium-
grade beer. This will ensure the future
growth of the Vietnamese market
Market segmentation

- By geographical area

- According to income

- By age
By geographical area

Domestic and foreign

markets
 According to income
GDP growth rate is over 7% / year in recent years. Improved people's income creates the
premise for the development of beer companies. Sabeco products are then divided into 3
main markets:
+ Beer segment
+ Sterilized segment of canned or bottled beer
+ The smallest segment is premium beer with relatively high prices
 Beer segment
Focus on large popular with reasonable price
Sterilized segment of canned or bottled beer
Focus on the middle class, which is expanding according to the
economic growth.
 The smallest segment is premium beer with relatively high prices

This product focuses on the upper and upper classes

 By age

Vietnam's population is
young with 85% under
the age of 40,
influenced by the trend
of "Western European"
lifestyle will create a
large beer consumption
market.
 Determine the target market
- Saigon Beer Company identified the target market of the company is the
people aged 22 to 49 working in enterprises, civil servants and the main subjects
concentrated in the city, the town

- Target customers of beer "Saigon" is a medium-income workers ages from 29-

49, are businessmen, carers, civil servants have regular relations and transactions,
etc ...

- For those who have a good middle income, there are items to meet their needs
in a more reasonable way that is beer bottles and cans have light concentrations
User Positioning
  Saigon Foreign Hanoi Craft
Lager or pilsner X X X  
Ales and specialty beers       X
Bottles and cans X X X  
Draft   X X X
Premium beer   X   X
Low-priced beer X   X  
International market Limited X    
Local Breweries X Some X X
Regular promotions   X    
Strong brand awareness X X X  
Strong social media   X   X
SWOT Analysis
 Strengths Weaknesses
Reasonable price for most of Vietnamese people. Lack of advertising and promotion campaign.
More than 30 years of Vietnamese industry Old and traditional design.
experience. Unskilled employees.
Being a market leader with 35% of market share in Not enough information given to retailers on how to
value in 2008. store products.
First mover advantage. Not well-prepared waste solution system.
Wide delivery network throughout 40 cities and  Inconsistent from creating strategy to implementing
provinces in Vietnam with more than 1200 distribution in order to outstanding of other brand of SABECO.
places.
Local and international source of materials.
High closed-line production technology.
Widely recognized in Vietnam and some other
countries such as Thailand, USA,UK, ect..
 Opportunities Threats
 Beer is a high potential market in Vietnam. Instable laws and policies in Vietnam.
Vietnam joined WTO more opportunities for Increasing price in fuel cause high cost of deliveries.
exports, lower price for raw materials. Vietnam joined WTO tougher competition with
More and more young people into drinking. international company such as Budweiser.
 Vietnam has a young population which is average  Fluctuating raw material costs threaten profitability in
28 years old which can increase market size. a competitive market in which higher prices cannot
 A potential multinational corporation partnership easily be passed on to consumers.
would take advantage on management style, Natural disasters affect sources of raw materials.
technology, etc. for the brand development. People perception tends to use healthy products such
The break out in technology, in Internet service as green tea, bird nest, fruit juice,..
Great opportunities for E-commerce.
Young and educated population great source of
labor
 Strength Weaknesses
Opportunities  Develop online Business to Business Organize training to get skilled local employees
transaction, between supplier and company, in lower cost.
or between company and whole sellers or  Based on the belief of Vietnamese people,
shop. develop contest or recuitment campaign to attact
 Expand exportation to more countries. potencial customer.
 Promotion campaign for special events/ Establish bottle/ label design contest.
holiday, or for bundle purchase. Online advertising.
Improve public relation on charity works for
the poor.
Threats Invite nutritionist to write good things Using lobbyists to persuade Govemment for a
about beer, improving the good side of using lower taxation.
beer. Redesign market channel.
Design new product that can be drunk by Research for move raw material sources.
younger people with lower alcoholic Publish storage information manual for
percentage. retailers.
POINTS OF DIFFERENCE

*Distribution strategy
 PRODUCT STRATEGY

- HEINEKEN : Always loyal to the traditional blue. - SABECO : Sabeco continuously repositioned
and upgraded its products.

⇒
*PROMOTION STRATEGY

•SABECO : Price competition

Sabeco's products are commoners
and middle – class people
•Heineken : Brand competition
Heineken is confident with his
global brand, having the strategy,
planning very well and
scientifically. Heineken is mostly
medium and high level.

Þ + sabeco outputs > heineken outputs

+ Heineken revenue> Sabeco revenue
POINTS OF PARITY

- Sabeco and Heineken

are leading the
Vietnamese beer market
- There are about 30 international beer brands in Vietnam. Thus, the two leading market
companies are in the midst of both dealing with each other and strategically compete
with all other brands in the market.
 Both brands poured hundreds of billions of advertising dollars. And the results of
- 

these programs are very high.

 Perceptual map
High quality

High price

Low price

Low quality
DIRECT COMPETITORS

VS
 COMPETITIVE FRAMEWORK
Future Goal Assumption
• Introducing a sustainable agricultural sorghum project
that is helping to alleviate poverty in Sierra Leone
• Reducing road transport by 100,000 trucks annually and
reducing CO2 emission by 35% in the Netherlands by
Blind point
using an in-land shipping terminal to transport export-
• Heineken has a conservative and safe play culture. The
beer to the ports of Rotterdam and Antwerp
company had struggled to obtain larger Breweries.
• Replacing fridges issued to customers that will be based
• Young Beer drinkers don't prefer Heineken
on ‘green’ technology
• Prices are costly when compared to domestic market
• Investing in new brewing technology in Seville, Spain,
such as $10 would be for six packs and in the domestic
leading to a 40% reduction in water consumption,
market it is $7 for six packs.
making it one of the most efficient breweries in the
world in terms of water consumption
• Developing a CO2 neutral brewery in Austria

Current Strategy Capabilities

• The trends of the society changing to consumption of
healthy beer with low calories.
• Heineken has very different brands in thirteen markets.
• In Asia and Russian there is increase in population which
• It is a global brand and established itself in international
Marketing Mix
 Products/Services Offered

• Saigon lager • Saigon export • 333 export • Saigon special

Products/Services Offered

• Proposed New Products

• Saigon Limited – a premium beer to compete with the

foreign premium beers as well as craft beers. Sold initially as
draft beer only.

• Saigon Light - a lower alcohol content and less calories,

targeting female drinkers. Sold initially in clear bottles.
1.Product:

Levels of product
2.Price
a.Currently available price:
Ex for Saigon Export
Wholesale price Market price
5,000VND 9,000VND
 b.Pricing strategies:

Saigon beer’s price is set based on:

•Pricing Objectives: maintain and improve market share leadership
•Marketing mix strategies:
+ Value based pricing: Saigon export price relies on customer’s belief
+ Competition based pricing: Saigon Beer price has to depend on its
competitors’ price; here it is Hanoi Beer, Halida, Ben Thanh beer,etc
+ Discount and allowance: SABECO set a lower price for whole box and
volume purchase.
+ Psychological strategies: SABECO should set it as an odder number
such as 4,800 VND, or 8,500 VND
•Cost: SABECO has a low average cost as they produce a huge quantity.
3.Place:

a.Location:
Shops selling Saigon Beer are allocated not only in most of cities in Vietnam such as Hanoi,
Da Nang and Ho Chi Minh but also in foreign countries such as Canada, United Stated,
Russia, etc.
b. Marketing channel:
•Until now, SABECO already has more than 1,200 distribution channels throughout Vietnam.

•SABECO should do the administered vertical marketing system, and they alsohave
wholesaler franchises that are sponsored by the factory for banner, billboards, etc.
4.Promotion:

a.Advertising:
 b. Sales Promotion:

•“Who drink beer faster?” contest, giving free sample beer and prizes for winners.

•Contact with some newspapers and magazines for giving small discount of coupons to promote people buy beer.

•Establish booths in front of some big super market from 7pm to 9pm to give out free sample for people to try. This
should be applied especiallyfor new products such as fruit beer.
c.Public Relation:
•Doing charity works : SABECO has done many charity works to improve their society friendly. This should be done

more in the future to improve SABECO position.

•Sponsor for game show, movie, national football match

• Invite nutritionist : It is recommended that SABECO should invitenutritionists to establish some new conferences and
talk the benefits of drinking beer
 d. Personal Selling:

Sale people employed by SABECO are responsible not only for sending information about the company, the products to
customer, but also to receive feedback from customer.

•Recommended compensation:

+Motorbike.

+Holiday trip.

•Recommended incentives:

+Commission

+Recognition and honors.

+Cash awards
 e. Direct Marketing:

Recommended forms of direct marketing:

•Telemarketing: keeping contact and maintain relationship with customer through

telephone. As the company can talk and discuss directly with their customer who may be
a whole sellers or a big retailers such as super market.

•Online marketing: sending email to customer to announce the special offers,and other
information about company.

•Direct mail marketing: same as online marketing but sending mail.

 Implementation Plan

 Objective—Growth

Marketing Objectives—Growth

Financial Objectives

Key Success Factors

 7.1 Objective Growth
- Targeted output Beer types: 1.703 billion liters, up 3.4% compared to
2016. (Brand name Saigon Beer: 1.664 billion liters, up 4.7% compared
to 2016).

- Total consolidated revenue: VND 34,471 billion.

- Consolidated profit before tax: VND5,719 billion.

- Profit after tax: VND 4,703 billion.

- Proposed dividend: 35%.

- Filing the consolidated budget: 9,262 billion.

 7.2 Marketing Objective Growth
• Public relations campaign (PR)
• Strengthen sponsorship of sporting events, cultural
events and charitable events for many people
•Companies can create goodwill by donating money or time to charitable
activities
•Actively participate in events or activities by organizations
promoting in special events such as press conferences, trade
fairs, retakes or anniversary celebrations to attract product
attention of the company
•Makes the point to identify Sabeco more easily such as signs, business
cards, uniforms or corporate outfits.
•Frequently care about the customer to understand
what the customer wants and need about the
company's products. Improve the product to meet
customer needs.
• 7.3 Financial objectives
In 2010, Sabeco plans to increase its sales to 3%
from 2016, to more than 1.7 billion liters of beer
(equivalent to more than 4.6 million liters of
beer per day). Total revenue reached VND
34,495 billion, up 9% compared to 2016. Profit
before tax increased slightly to VND 5,719 billion,
profit after tax reached VND 4,703 billion, up 1%
against net profit currently in 2016
7.4 Key Success Factors
•Distribution of Sabeco
-Sittched transport: Sabeco needs about 40,000
trips to transport products, 39 branches and
warehouses at different locations. With the
commitment that beer has produced, products for
consumers must guarantee all Sabeco standards of
quality. During transportation, only in the case of
small bottles and bottles, company vehicles must
be shipped to a branch or warehouse for disposal.
-Storing and preservation: With a system of 39 international standard
warehouses across the country, Sabeco always ensures the quality of
beer and meets the needs of consumers at all times of the year
-Distribution: Sabeco
has a wide
distribution network
in all seven regions of
the country with three
levels of strict
management, in
addition to
cooperation with
tourism companies.
•Long-term strategy:
Sabeco is constantly innovating, investing in building
brand image and product with more engagement
strategy with consumers, restructure the system towards
high-end segment and develop new market in order to
achieve sustainable development.
Latitude environment:
-Economic factors: Vietnam's accession to WTO makes
Sabeco compete with other foreign companies =>
Sabeco increasingly demonstrates the strength of its
company
-Political factors: Vietnam is stable so Sabeco has no
difficulties compared to foreign companies
-Social factors: The population of Vietnam is about 86
million people, so the population of young people
should be convenient for the consumption of products
and living standards of people are also increased so
they will be willing to spend money to buy products.
 APPENDIX

Quarter
Quarter Quarter Quarter
BUSINESS 3/2016
4/2016(01/10 1/2017(01/01 2/2017(01/04-
RESULTS (01/07-
-31/12) -31/03) 30/06)
30/09)
Net revenue 7,073,055 8,833,506 7,478,134 8,300,569
Gross profit 1,953,825 2,258,121 2,505,962 1,887,214
Net profit from
business
activities 1,486,935 1,105,778 1,435,135 1,499,986
Net profit after
tax 1,272,956 996,773 1,187,963 1,237,042
Profit after tax
of shareholders
of parent
company 1,228,453 927,246 1,126,781 1,167,774
 BALANCE Quarter Quarter Quarter Quarter
SHEET 3/2016(01/0 4/2016(01/10 1/2017(01/01 2/2017(01/04
7-30/09) -31/12) -31/03) -30/06)

Short-term 13,893,792 10,768,939 10,421,900 11,915,775

assets

Total assets 22,703,384 19,260,096 18,753,849 20,055,319

Liabilities 8,300,466 6,895,091 5,153,773 5,331,572

must pay

Short-term 7,733,455 6,607,238 5,010,258 5,178,630

debt
Equity 14,402,918 12,365,004 13,600,076 14,723,747
 Quarter Quarter Quarter Quarter
FINANCIAL 3/2016(01/0 4/2016(01/1 1/2017(01/0 2/2017(01/04
INDICATORS 7-30/09) 0-31/12) 1-31/03) -30/06)
EPS of the 6,178 6,978 7,255 6,940
lase four
quarters
Basic BVPS 22,460 19,282 21,208 22,960

Basic P/E - 136.73 113.83 114.39

ROS 18 11.28 15.89 14.9

ROEA 8.55 6.93 8.68 8.25

ROAA 5.4 4.42 5.93 6.02

Product / Market Expansion Grid
ADVERTISING PROGRAM
EVENTS THOUGH THE YEAR
1. NEW YEAR AND LUNAR NEW YEAR
Give gifts to customers when buying a barrel of
beer
Lucky Money Promotion
2.Father's Day

A glass of “Saigon” beer on Father's Day

3. International Men's Day
Discount 20% on Saigon beer
when partying at large
restaurants : The LOG
Restaurant, The Royal Pavilion,
SH Garden,……..
4.Beer festival

Hold a beer drinking festival for

gentlemen and hand out the prize
to the winner.
ANNUAL BUDGET:

1. SABECO spends approximately VND3 trillion (10% of revenues) on

selling expenses every year.
2. The foreign competitors spend at least that much and have much more
money to put into marketing campaigns.
3. SABECO should keep the same level of marketing spending with
increases to match inflation for its current brands.
4. SABECO needs to allocate around 20% of the total marketing budget
towards the launch of Saigon Limited and Saigon Light
 2013 2014 2015 2016 2017 2018 2019 2020

Sabeco Revenue ('000 VND) 24,006 25107 27144 30569 32,403 34,347 36,408 38,593

% Growth 4.6% 8.1% 12.6% 6.0% 6.0% 6.0% 6.0%

Vietnam Beer Production 7% 2% 10% 11% 6% 6% 6% 6%

2013 2014 2015 2016 2017 2018 2019 2020

Sabeco Revenue ('000 VND) 24,006 25107 27144 30569 32,403 34,347 36,752 39,692

% Growth 4.6% 8.1% 12.6% 6.0% 6.0% 7.0% 8.0%

Vietnam Beer Production 7% 2% 10% 11% 6% 6% 6% 6%

Incremental Revenue Growth from Saigon Light and

Saigon Limited
 3-Year Marketing Campaign:

Make Saigon Limited the top beer made in Vietnam comparable to

Singha in Thailand, Heineken in Holland, Tsing Tao in China, so that local
beer drinkers view it as a premium beer and visitors know about it and
want to try it when in Vietnam.
• Create a craft beer image for Saigon Limited with a
Microbrewery/tasting space that attracts a younger crowd as well
as foreign visitors.

 
• Enter into international beer
competitions so that Saigon Limited
becomes known regionally and globally,
to prepare for the international launch
of Saigon Limited in 2020.

• Brew a few seasonal beers under the

Saigon Limited brand.
• Make Saigon Light the
preferred beer for women
and those who want a lighter
low calorie beer option.
Women are drinking in
greater and greater numbers
and are currently an
underserved customer base.
2018
 Event name Content and form Single price (VND) Quantity In monetary (VNĐ)

HAPPY NEW YEAR TV advertising

Supermarket TV screens, 3,319,000,000 3,319,000,000
25/12/2017- Frame Media, Frame Poster
7/1/2018 Standees, posters. Flyers,
94,500,000,000
displays, postcards 94,500,000,000

NEW YEAR EVENT

(31/12/2017) PR 10,000,000,000 10,000,000,000

Lights and sounds, DJs,

singers 30,000,000,000 30,000,000,000

Internet advertising 261,000,000 261,000,000

Total cost: 147,980,000,000 VND

 Event name Content and form Single price (VND) Quantity In monetary (VNĐ)

HAPPY LUNAR TV advertising

NEW YEAR Supermarket TV screens, 13,396,000,000 13,396,000,000
Frame Media, Frame Poster
15/1/2018-
Standees, posters. Flyers,
15/3/2018
displays, postcards 94,500,000,000 94,500,000,000

PROMOTION
PR 300,000,000,000 300,000,000,000

Internet advertising 261,000,000 261,000,000

Total cost: 417,220,000,000 VND

 Event name Content and form Single price (VND) Quantity In monetary (VNĐ)

Christmas TV advertising
Supermarket TV screens, 10,748,000,000 10,748,000,000
“Snow-town’’ Frame Media, Frame Poster
(26/11/2018-
26/12/2018) Standees, posters. Flyers,
94,500,000,000 94,500,000,000
displays, postcards

Decoration,… 100,000,000,000 100,000,000,000

Internet advertising 162,000,000 162,000,000

Total cost: 214,510, 00,000VND

2019

2019
 Event name Content and form Single price (VND) Quantity In monetary (VNĐ)

HAPPY NEW YEAR TV advertising

Supermarket TV screens, 3,319,000,000 3,319,000,000
25/12/2017- Frame Media, Frame Poster
7/1/2018 Standees, posters. Flyers,
94,500,000,000
displays, postcards 94,500,000,000

NEW YEAR EVENT

(31/12/2017) PR 10,000,000,000 10,000,000,000

Lights and sounds, DJs,

singers 30,000,000,000 30,000,000,000

Internet advertising 261,000,000 261,000,000

Total cost: 147,980,000,000 VND

 Event name Content and form Single price (VND) Quantity In monetary (VNĐ)

HAPPY LUNAR TV advertising

NEW YEAR Supermarket TV screens, 13,396,000,000 13,396,000,000
Frame Media, Frame Poster
28/1/2018-
Standees, posters. Flyers,
10/2/2018
displays, postcards 94,500,000,000 94,500,000,000

PROMOTION
PR 300,000,000,000 300,000,000,000

Internet advertising 261,000,000 261,000,000

Total cost: 417,220,000,000 VND

 Event name Content and form Single price (VND) Quantity In monetary (VNĐ)

Christmas TV advertising,
13,396,000,000 13,396,000,000
“Snow-town’’ FB advertising
(20/12/2018-
26/12/2019) Standees, posters. Flyers,
94,500,000,000 94,500,000,000
displays, postcards

Decoration,… 100,000,000,000 100,000,000,000

Internet advertising 261,000,000 261,000,000

Total cost: 217,320, 00,000VND

2020
 Event name Content and form Single price (VND) Quantity In monetary (VNĐ)

HAPPY NEW YEAR TV advertising

Supermarket TV screens, 3,319,000,000 3,319,000,000
27/12/2019- Frame Media, Frame Poster
7/1/2020 Standees, posters. Flyers,
94,500,000,000
displays, postcards 94,500,000,000

PR 10,000,000,000 10,000,000,000

Lights and sounds, DJs,

singers 30,000,000,000 30,000,000,000

Internet advertising 261,000,000 261,000,000

Total cost: 147,980,000,000 VND

 Event name Content and form Single price (VND) Quantity In monetary (VNĐ)

HAPPY LUNAR TV advertising

NEW YEAR Supermarket TV screens, 13,396,000,000 13,396,000,000
20/1/2020- Frame Media, Frame Poster
31/1/2020
Standees, posters. Flyers,
displays, postcards 94,500,000,000 94,500,000,000
PROMOTION

PR 300,000,000,000 300,000,000,000

Internet advertising 261,000,000 261,000,000

Total cost: 417,220,000,000 VND

 Event name Content and form Single price (VND) Quantity In monetary (VNĐ)

Christmas TV advertising,
13,396,000,000 13,396,000,000
20/12/2020- FB advertising
27/12/2020
Standees, posters. Flyers,
94,500,000,000 94,500,000,000
displays, postcards

Decoration,… 100,000,000,000 100,000,000,000

Internet advertising 261,000,000 261,000,000

Total cost: 217,320, 00,000VND