2. GIST(ENGLISH)
Bia Saigon (Saigon Beer) leads the media presence although seven of top ten leading firms were international
brands. The data was compiled by Isentia from media (newspapers, magazines, television and online media). In
the first half of 2015, Bia Saigon and Heineken were the two companies that took dominance in the media with
30% and 25% share of voice respectively. These two also managed to maintain a clear disparity in terms of news
mentions compared to other beer companies. Bia Saigon is outstanding at their Corporate Social Responsibility
(CSR) program, efficient financial report and a large amount of media addressing interest of foreign investors,
hoping to hold stakes in Vietnam’s long-standing brand with 35% market share. The third and fourth positions
belonged to Bia Hanoi and Tiger Beer. Most articles about Tiger Beer were derived from their Tiger Remix 2015
event while Bia Hanoi’s coverage mostly came from their label and crown cap branding refresh for beer bottle
product. Vietnam Brewery ranked third in TV coverage with articles focused on CSR programs such as:
“Responsible Drinking” or “One minute less for million smiles”, calling for clean water saving and protecting.
However, due to lesser mentions from online media, it sits at sixth position in the overall share of voice by
company. Budweiser, SABMiller and San Miguel were at the bottom with lesser media coverage recorded.
Despite having been presented for years in Vietnam, SABMiller and San Miguel’s performances were not as
good as Budweiser. In the chart of total company share of voice, Heineken accounts for 25.1% share of voice
while Tiger beer, Vietnam Brewery and Biere Larue make up 10.8%, 5.9% and 3.6% respectively.
