heineken shandy mp2011 (final)
TRANSCRIPT
Business PlanHeineken Shandy
Business PlanHeineken Shandy
“Not for Everyone”
LOGOContentsContents
Company Background1
Industrial & Competitor Analysis2
Consumers Behavior3
Marketing Strategies4
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Company Background
Company Background
LOGOCompany ProfileCompany Profile
Organization’s Profile Started in 1863 in the Netherlands Mr. Gerard Adriann Heineken originally established
Heineken beer The Essence of Quality of Beer
The quality was of the utmost importance Selected raw materials from the best source in the world Malts and pure hops from Europe, water, and specially
selected yeast Controlled by specialists and professionals in Thailand and
aboard
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The Reward of Pride Almost 150 years, “Heineken” beer was well known to all the
world drinkers The reward “Medaille D’ Or Paris” in 1875 The “Diplome D’ Honneur Amsterdam” in 1883
Company ProfileCompany Profile
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Heineken in Thailand Started in 1993 with 3 firms: Thai Insurance, Thai Coca Cola,
Thai Military Bank Joined with Asia Pacific Brewery from Singapore Thai Asia Pacific Brewery registered on September 16, 1993
Company ProfileCompany Profile
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First Start Authorized fund 750 million Baht The initiate capital fund 2,000 million Baht for the beer factory in
Nonthaburi Machineries from Germany
Company Vision To produce the highest quality and the perfect standard beer by
Thai people Company Goals
To create the customers’ perceptions that “Heineken” is the product brand not the company brand
To publicize that Thai Asia Pacific Brewery company was the beer company producing the “Heineken” beer in Thailand
Company ProfileCompany Profile
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The Reward of Pride in Thailand
In 1998 - ISO 9002 in production quality and in effectiveness of working system. The first beer company in Thailand received this certificate from the United Kingdom Accreditation Scheme (UKAS)
In 1997 - Heineken Quality Award in production and packaging. It was selected from the Heineken beer factories around the world.
In 1996 - Best Beer Award in quality of beer. This award was chosen from the Heineken beer factories in the Asia Pacific Rim.
Company ProfileCompany Profile
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Thai Asia Pacific Brewery company and CSR Golf Tournament and Sailing Boat
Company ProfileCompany Profile
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Wastewater Treatment: Water for Life, Proud to be Green
Company ProfileCompany Profile
LOGOCompany OrganizationCompany Organization
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Financial Goal
circulation in Y2012 = 15,000,000,000 THB
Company GoalCompany Goal
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Industrial & Competitors Analysis
Industrial & Competitors Analysis
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Market Trend
Industrial AnalysisIndustrial Analysis
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Market share
Industrial AnalysisIndustrial Analysis
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Product Analysis
Competitors AnalysisCompetitors Analysis
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Price Analysis
Spy 35 BahtBacardi Breezer 55 BahtSmirnoff Ice 49-55 BahtAISA 55 BahtCruiser 63 BahtNite 39 BahtWKD 79 BahtDr. Thirsty 110-120 BahtJohnny Walker One 59 Baht
Competitors AnalysisCompetitors Analysis
LOGOCompetitors AnalysisCompetitors Analysis
1. Supermarket
2. Convenience store
3. Discount Store
4. Hypermarket
5. Traditional shop
Place Analysis
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Promotion Analysis
Competitors AnalysisCompetitors Analysis
1. Sale Promotion
2. Kiosk in front of Pub &Restaurant
3. PC Girl
4. Advertising
LOGOSWOT AnalysisSWOT Analysis
Strong Brand in Heineken Beer Well known in Premium quality High capacity to launch & production Strong in distribution channel First move in Beer+Fruits
STRENGTHS WEAKNESS
OPPORTUNITIES THREATS
All media need to approve from HQ Brand impact to Heineken Low experience in RTD market
Consumer perception Easy to trial cause from price is not to high Consumer still seeking new product to drink
Government Policy Healthy concerning High TAX policy RTD image is made for women
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Consumers Behavior
Consumers Behavior
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Questionnaires result by Geographic
Consumers Behavior AnalysisConsumers Behavior Analysis
Geographic Area
Percentage
Northern 28.31
North Eastern 21.80
Eastern 19.55
Bangkok & Central
16.18
Southern 14.16Sources : BrandAge, 2546
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Questionnaires result by Demographic
Consumers Behavior AnalysisConsumers Behavior Analysis
Sources : BrandAge, 2546
Age Percentage
Below 20 19.335
20-29 34.61
30-39 22.92
40-49 14.38
Above 49 8.76
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Questionnaires result by Brand Trust
Consumers Behavior AnalysisConsumers Behavior Analysis
Sources : BrandAge, 2546
No. Brand Score
1 Barcadi Breezer
24.02
2 Johnnie Walker One
19.44
3 Vodka Cruiser 16.85
4 Dr. Thirsty 11.85
5 ES Beer 5.39
6 Sierra 3.07
7 Cristov Vodka 2.89
8 Tattoo Vodka 2.55
9 Takara Can Chu-hi
2.40
10 Smirnoft 2.40
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Questionnaires result by Selection Factor
Consumers Behavior AnalysisConsumers Behavior Analysis
Sources : BrandAge, 2546
No. Factor Score
1 Good Taste 8.61
2 Varieties of Taste 7.98
3 No side effect (Hang)
7.80
4 Nice Color 7.74
5 Good Smell 7.70
6 Available in Pub & Restaurant
7.44
7 Brand 7.38
8 Available in Supermarket
7.33
9 Available in Convenience Store
7.30
10 Well Known 7.27
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Marketing StrategiesMarketing Strategies
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By Demographic Characteristic Age Income
By Psychographic Segmentation Lifestyle Attitude Personality
Market SegmentationMarket Segmentation
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Like to join party Love out door activities Like to trial the new things Age 18 – 30 Y Income 20,000 THB+
Market TargetMarket Target
LOGOMarket PositioningMarket Positioning
Strong Brand
Weak Brand
Low Taste Good Taste
Vodka Cruiser
Barcadi Breezer
Shandy
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Market Share 30 % from total market size
Profitability 35 % from total sale revenue 125 MB
Marketing ObjectiveMarketing Objective
LOGOProduct StrategiesProduct Strategies
• RTD Beer mixed with fruits under brand “Shandy”• 3 taste Lemon, Grape and Apple• Contain in glass bottle size 330 ml with colorful
and attractive label• Crown finish with easy to open
LOGOPrice StrategiesPrice Strategies
Price Price per Unit 68THBPack 4 bottles 268
THBBox (12 bottles) 780
THBงDiscount Structure
Normal Discount 5 %Special Discount 15 %
LOGODistribution ChannelDistribution Channel
Traditional Trader
Wholesaler
TAPD
TAPB
Pub&Res./ Modern Trade/Convenience Store
ConsumersConsumers
LOGOAdvertising Campaign : TVCAdvertising Campaign : TVC
Teaser Advertising : Not for Everyone
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Teaser Advertising 2 : Shandy by Heineken
Advertising Campaign : TVCAdvertising Campaign : TVC
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Advertising : Felt
Advertising Campaign : TVCAdvertising Campaign : TVC
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Advertising : Smart
Advertising Campaign : TVCAdvertising Campaign : TVC
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Channel 7 ชิ�งร้�อยชิ�งล้�าน True Story Big Cinema
Channel 5 นาที�ฉุ�กเฉุ�น Christ Delivery
Channel 3 After Soap Opera
True Vision (Cable TV)
Advertising Campaign : TVCAdvertising Campaign : TVC
LOGOAdvertising Campaign :RadioAdvertising Campaign :Radio
Radio Advertising
1. Cool 93 Fahrenheit FM 93.0 MHz
2. EFM FM 94.0 MHz
3. SEED FM FM 97.5 MHz
4. Get FM FM 102.5 MHz
5. Easy FM FM 105.5 MHz
6. MET FM 107.0 MHz
LOGOAdvertising Campaign :MediaAdvertising Campaign :Media
Print Media Advertising Magazine
Men Health Image Elle Cosmopolitan
Newspaper Bangkok Post
LOGOAdvertising Campaign :MediaAdvertising Campaign :Media
Web site Advertising www.pantip.com www.manager.co.th Etc.
Social Networking www.facebook.com Blog page
LOGOPromotion Campaign :ConsumerPromotion Campaign :Consumer
Shandy Souvenir Miss Shandy Shandy Bowling Competition X-Tream Sport
LOGOPromotion Campaign :TradePromotion Campaign :Trade
Trader discount Incentive trip Product display & POP up materials Sampling & Free goods Light box decoration Shandy souvenir
LOGOPromotion Campaign :PRPromotion Campaign :PR
Launch Event Press Release Sponsorship program
For your attention
LOGOGroup MemberGroup Member
Pakkawan Satranarakul 53402003-7 Promsak Jaranyagorn 53402004-5 Petcharat Lovichakorntikul 53402008-6 Punchayanut Srisuwattanasakul 52311009-6
4 P’s Group4 P’s Group