Mục tiêu khách hàng và mục tiêu thi trường - marketing căn bản | Đại học Kinh tế Kỹ thuật Công nghiệp

Marketing - draft for report details
Target customer and target market
According to the official website, Sabaco Company has more than 10 different
product lines, so Saigon Beer has a very large customer base and market segment.
Each product line of Sabaco is aimed at a specific audience of customers and
different target markets, creating a wide coverage for the Sabeco brand. The Sabeco
homepage (2021) clearly displays information about that coverage. Specifically,
Saigon Special Beer is produced and distributed widely across the country, especially
in big cities such as Minh City, Hanoi, Hai Phong, Da Nang, Can Tho… Saigon
Export Bottled Beer is produced and distributed widely across the country, especially
from the central central region extending to the southern regions. Moreover, Saigon
Lager Bottled Beer is produced and distributed widely across the country with the
main markets being North Central, Central, South Central, Tay Nguyen. Finally, other
products such as 333 canned beer, Lac Viet beer, and Saigon Chill beer are also
produced and distributed nationwide.
For the overseas market, Saigon beer has been exported to 38 countries on many continents in 2020: -
Europe: France, Netherlands, UK, Sweden, Switzerland, Russia, Denmark,
Spain,Czech Republic, Austria, Italy, Germany, Romania.
-Asia: Laos, China, Taiwan, Japan, Hong Kong, Korea, Thailand, Singapore, Bahrain, Israel.
-Americas: United States, Canada, Panama.
-Oceania: Australia, New Zealand, Kiribati.
-Africa: Equatorial Guinea, Gabon, Cameroon, Ghana, Republic of Congo,
Benin,Liberia and Sierra Leone.
Figure 2: The 2020 annual report ( Sabeco, 2020)
According to Industry and Trade magazine (2017), each beer product line of Sabeco
targeted at specific customers. The first is Saigon Special, the target customer are
young and successful people, they have a good and high income in society,this brand
will target these people to convey the message and target market in many big city like
HCM city,Can Tho city,Da Nang city,Ha Noi city,...
Besides, Saigon Export beer( Sai Gon Red) has a history of decades, with a distinct
taste, for those who knowledgeable about beer, so the slogan: 'Drink is to understand',
aimed at people who have a taste for beer, with the meaning: '' no need to show off,I
know beer, I'm a beer connoisseur”. Saigon Export beer drinkers mostly aim to the
popular segment, with average income or higher. Saigon Export beer is very popular
in the South to the South Central Coast, in addition to the Tien and Hau rivers; is the
market leader in bottle beer production.Next to saigon red beer is Saigon Lager Beer
(Saigon green) which is a crystallized representation of the age-old art of brewing
with the meticulous supervision of master brewers, Saigon Lager bottled beer is
produced and widely distributed nationwide, the main market is North Central,
Central, South Central, Central Highlands. On the other hand,333
beer's target audience is focused on traditional, mature
customers. Beer with strong flavor. The 333 brand management team has a
philosophy that: 333 beer embodies the appeal of the middle-aged man which has
composure, courage and confidence and slogan for this beer is:”Turn on elegant, bright confidently”.
In 2018, SABECO launched a product - SAIGON GOLD Premium Beer, marking
an important shift in the target customers of Saigon Beer. According to Dr.
Brewmaster Roland Folz (expert of Preussen Pils Brewery Research Institute and
Service, Factory Manager of the German Oettinger Group, who directly training
Sabeco's technical team 2018) said: 'Saigon Gold, Sabeco will be a big change that
can create a new, premium standard in Vietnamese beer market'. Segmentation:
Sabeco, which is a domestic beer brand of Vietnam, has a very large number of
Vietnamese people consumers. Sabeco mainly focuses on low- and middle-income
customers with products such as:like SAIGON Green, SAIGON red, 333 because it's
very cheap and fits most Vietnamese customers. Currently, Sabeco is gradually
moving towards more luxury with Saigon Special,Saigon Gold Premium,333
Premium . In fact, there are many street restaurants and casual restaurants where mid-
range brands like Sabeco are dominating. Sabeco not only focuses on middle- and
low-income consumers but also target the high-end segment. Segme Geographic Demograph Psychographic Behavioral nt characterist ic characteristics characterist ics characterist ics ics Middle Mainly in Age:18-45 Lifestyle:normal, simple Benefit Class Vietnam Gender: Personality: sought: Custom Both men Outgoing,unambitious,tradi Drinking er and women tional a lot due to a Income cheap price level: Occasion: middle and any kinds of low party, or income holiday such as Tet holiday and “after business meeting/ contract” User status: ex- users, regular users, potential users, first time users Premiu In Vietnam Age:18-45 Lifestyle: High price m Class or Abroad Gender: modern and => often but Custom Both men luxury lifestyle quality er and women Personality: feel Occasion: Income free to pay a Often, level: high higher price, meeting or income loyalty of the event consumer to the User status: produce ex- users, regular users, potential users, first time users Positioning: A.Price
Positioning map(Price and alcohol concentration) Brand Price Alcohol Heineken beer 17,500 VNĐ 5% Tiger beer 15,500 VNĐ 5% Hanoi beer 11.000 VNĐ 4,6% Saigon beer 11.000 VNĐ - 13.500 4,3% VNĐ Budweiser beer 17,000 VNĐ 5% 333 beer 11.500 VNĐ 5,3%
Figure 4.3: Price and alcohol % by volume of 6 different beer brands
As mentioned above, Saigon beer is aimed at low- and middle-
income audiences customers of all ages; Therefore, the price
ranges from 11,000 VND to 13,500VND can be ordered for customers
Compared to competitors (Heineken- the leading beer brand in
Japan), Special Saigon Beer and lager beer, premium products, still
cheaper than premium Heineken beer.
B.Flavour and Reputation
Sabeco is the oldest local beer company in Vietnam that was
established in 1875. So, the flavour of many products from Sabeco
has been familiar with Vietnamese people for a long time. According
to www.vneconomictimes.com, a representative of Saigon beer said
that quality would be the leading factor in their retaining customers.
A reputation of Sabeco has been improved when they invest many
modern technology and money to build new high technology factory
to remain a flavour and create more new products. On the other
hand,Sabeco also take care about corporate social responsibilities
with their concrete message“joining hand for community “. C. Value Proposition:
According to the positioning map between Price and Quantity of store, Flavour and
Reputation, Sabeco implement “The same for less” positioning strategy for their products. REFERENCE:
Ho, S. (2015). Domestic brewers dominate local beer market. [online] Vneconomictimes.com:
http://vneconomictimes.com/article/business/domestic brewers dominate local- beer
market [Accessed 24 Mar. 2016]. Sabecom:
https://www.sabeco.com.vn/trang-chu. Studocu.com:
https://www.studocu.com/vn/document/royal-melbourne-institute-of-
technology-university-vietnam/marketing-principles/docx- di/10459242.
https://www.studocu.com/vn/document/fpt-university/consumer-behavior/mkt201-
bia-sai-gon-team-5/22510601?origin=home-recent-2
Võ, Đ 2021, Giá các loại bia trên thị trường Việt Nam hiện nay: Bảng giá, bachhoaxanh,
https://www.bachhoaxanh.com/kinh-nghiem-hay/cap-nhat-giathanh-cac-loai-bia-
duoc-yeu-thich-tai-viet-nam-1205032.