Introduction
Historically,
Hanoi Beer from Habeco has been becoming a well-known and familiar drinking
brand in Vietnam, but few people knowing that the first beer bottle was
produced in 1958 by Hanoi Brewery. Since that time, Hanoi beer has
successfully established its famous brand across generations and go along with
the country development in periods. Nowadays, Hanoi Beer proved its power by
the availability and distribution in the whole Vietnam and exported to many
countries in the world, from Asia to Europe and also America. Hanoi Beer has
historically written its own legacy story in Hanoi's mind and become a part of
Hanoi culture. Habeco has over 5,000 employees working in 16 subsidiaries, 7
associated across 3 region; they has confirmed its growth and power in the
domestic market with the main products include Hanoi Fresh Beer, Hanoi Beer
bottle, Hanoi Beer can, Hanoi beer premium and Trucbach Beer. With a lot of
effort Habeco is one of the 3 strongest brand in Beer-alcohol and Beverage
industry and has the biggest market share.
Targeting - Segmentation of
Beer Hanoi
Positioning
Brand
Association
Outcomes of
Proposed Positioning
Hanoi
beer is belonging to promote competitors. In this case, they does not reflect
the competitive advantage. Hanoi beer product expresses the symbol for the
lower income and the traditional value of Hanoi people. However, regarding to
many competitors including Halida, and beer Saigon, they just use the general
attributes and benefits. For example, Hanoi Beer does not focus on
experiential, therefore, consumer will be confuse for this product. Moreover,
the designed such as colour or icons is so poor and the experiences is not
enough for trial class. Thus, many clients has known this brand but still
consider for purchase. In contrast, Hanoi Beer is using the motivate action
through the advertising, sale promotions and PR.
Brand Equity
According
to FPT analysis, Habeco with the product Hanoi Beer take the 3rd
place with 17% of Vietnamese market share and below Sabeco with Beer 333,
Saigon Beer and Vietnam Brewery Limited with Heineken, tiger with respectively
34% and 21%. Therefore, it seems that Hanoi Beer is in the Brand Recall
category.
Objective
With
all of the advertising and sponsorship, the objective of Hanoi Beer is to
enhance their brand image and sales.
Analysis of the Marketing
Mix
Product
Habeco
product use brand extension such as Hanoi Beer premium, Trucbach Beer, Hanoi
Beer. But the core product is Hanoi Beer .They also use line extension, they
use 2 type of packaging bottle and can for bottle they have 450ml and 330ml. For
canned beer is contained in 330ml can. People tend to buy beer can more because
it is more convenience.
Price
Pricing
is one of the most important factors relates to the profit. The price of
product depends on the quality, brand so they use Cost-Based Pricing Approach
for pricing products. Habeco is target at the market with average income so the
prices of products need to be fit with this segmentation. The example of price
of some products in VND from Habeco, Sebeco and Halida: (According to the
statistic from Vatgia.com)
Place
(Reproduced from Pomegranate.asia)
Hanoi
Beer is convenience product so they use intensive distribution system which
available everywhere (supermarket, convenience store, mall….etc.). Therefore Habeco
is the company which takes the first place in the market in Hanoi and Northern
provinces in Vietnam.
DRIP Analysis
·
Since there are no daily advertisements or any
poster from Hanoi Beer was found for the last 2 years, the brand seems not to
concern about raising the awareness of its customers. All activities that were
taken by Habeco to promote the image of Hanoi Beer is being the sponsor for
some Unprofessional-football-league, Beer festival which was held in Hanoi and
making special advertisements just for Tet holiday.
·
First, by being the sponsor for the
Unprofessional football league and the Beer festival, the manager of Habeco
wants to enhance the brand’s images in customers mind. While the league and the
festival is well-known and be reported by the National Television Station and
many others newspapers as well as media channel, the name Hanoi beer appeared
in the banners as they are the main sponsor, its images can spread out all over
Vietnam with a high speed. That is the good way for Hanoi beer to remind the
customer that they are still appear in the beer-map of Vietnam even though
people do not see any of its daily advertisement. In this action, the task of
marketing communication from Hanoi beer is reinforcement.
·
Secondly, Hanoi beer still have to persuade the
customer to buy their product by making Tet advertisement and show it on TV. In
Tet holiday, Vietnamese people tend to drink a lot of beer as well as giving
beer as a gift to others. If they choose Hanoi beer, that is a great
opportunity for the company to expand their market share of the beer industry
in Vietnam as well as build a numerous number of loyalty customers. With some
interesting promotion giving to the customers if they drink Hanoi beer, the
brand wants to show that their value is superior than its competitors and
persuade the customers to buy Hanoi beer for the Tet holiday.
IMC Mix Tools from the
campaign
Leveraging
Hanoi
Beer not only use the IMC mix tools to enhance their brand name and increase
their sales. They also do leveraging to develop their product.
·
First of all, Hanoi beer have been used
leveraging through Place- Hanoi city. They named their product along with the
name of the city. “Hanoi” beer means beer from Hanoi which remind the consumers
about the beautiful city, which a capital of Vietnam and has deep social
culture. So every time when people say Hanoi Beer they will picture the image
of Hanoi in their mind.
·
Next Hanoi Beer also use Leveraging by things
such as events. As mention above, Hanoi beer is the main sponsor for Hanoi Beer
Football Match. So from that event, people who love football will pay more
attention to Hanoi beer. It makes the consumer has a picture of Hanoi beer- a
brand that go along with football and sport. So, every time after they play
sport or football they may drink Hanoi Beer to help them cool down.
IMC need to improve
The
IMC that need to improve the most in the campaign is the advertising. Hanoi
Beer TV Commercial was less and they only focus in Tet holiday, this was mean
Habeco does not have any daily advertising to aware consumer about the brand.
Moreover, Hanoi Beer advertising in the campaign was only for short term
progress and it was not enough to reach high amount of target audience.
Therefore Habeco need to improve more in their Advertising tool such as TVC.
Strength and weakness of
Hanoi Beer in the IMC campaign.
Strength
Hanoi
Beer has many advantages, first of all, Hanoi Beer is very familiar with every
family in the Northern of Vietnam especially for people who like drink beer.
Moreover Hanoi Beer differentiate from their competitor Sabeco and Halida is
Hanoi Beer produce Draught beer which very popular and take more than 45% of
their profit. (Fpts.com.vn)
Weakness
In
this campaign of Hanoi beer, it seems that their only weakness is they did not
target their group audience specifically. This’s mean, Hanoi Beer campaign’s
aim is too wide, in TVC and the beer festival they target to all type of
consumer from young to old. Therefore, it can reduce the effectiveness of the
campaign by making the confusion to customer and hardly to send the message to
loyal consumers.
