1. MEMBER:
DOAN HUU DONG 1258012
NGUYEN HUU TUNG 1258090
TRAN PHUONG NAM 1258035
TRANG CHAN PHONG 1258051
2. SABMiller Manufactory in My Phuoc
2 Industrial Zone, Binh Duong
Province.
The Company was founded in
South Africa in 1895 as South
African Breweries (SAB)
SABMiller Vietnam JV Co. Ltd
has been established on 30 June
2006 as a division of SABMiller
Plc in Asia with 2% contribution
in the global market
Zorok beer is a main product of
SABMiller Vietnam and it was
launched in 2007
4. According to the
chart in the right, the
Red River Delta, and
the Mekong River
Delta are two regions
that have the two
highest population
densities than others’.
6. Age and Gender
• Basically, Zorok products
suit all customers.
However, SABMiller aims
to target the youth and
middle-aged consumers of
the two genders (from
around 20 years old to 49
years old).
• Additionally, SABMiller
aims to target the female
customers at the above
range of age by
specializing Zorok
products
7. Behavioral Segmentation
Occasions
Intrinsically, Zorok products suit all occasions: birthday
parties, wedding parties, family meetings, business
meetings, carousal, etc.
Figure 4. Reproduced from: Photobucket n.d. (Source:
http://media.photobucket.com/image/cung%20ly%20Zorok/Bi_Do/DSC0467
8.jpg).
8. User Status and Usage Rate
At the start of the Zorok products’ approach to the market,
SABMiller aims to target customers who are usually drink
beers – regular and heavy users
Figure 5. Reproduced from: Opera n.d.
(Source: http://my.opera.com/hc05dk/blog/Zorok-moi-tuyen-model-moi-canh-tranh-voi-
mr#comments).
9. 3 MARKET POSITIONING
Differentiation Strategy
People and Image Differentiation
SABMiller aims to hire successful people who are well-known by
Vietnamese people to burnish the Zorok products’ images
10. 2 MARKET TARGETING
Undifferentiated Marketing (Mass Marketing)
Due to the Zorok products’ high adaptability to every age, pocket, career, etc,
SABMiller aims to popularize Zorok products to the highest extent, by
applying mass distribution and mass advertising.
In the aspect of mass distribution, SABMiller aims to cooperate with as many
powerful and famous wholesalers and retailers as possible
In the aspect of mass advertising, SABMiller aims to cooperate with as many
powerful and famous mass media channels as possible
11. Positioning Strategy
MORE FOR LESS
SABMiller aims to offer global
quality beers (Zorok products) at a
local price (Raymond Stark, Chief
Executive Officer of SABMiller
Vietnam, cited in Minh Thien & Hai
Au 2010), in order to occupy a
remarkable market share in the
Mainstream or “increasing premium-
ness” beer segment.
12. MARKETING MIX STARTEGIES
PRODUCT STRATEGY
LEVELS DETAILS OF PRODUCT
Core product: Zorok beer is not only good for
relaxation, socializing activities but also
good for health.
Actual product:
Brand name:
Zorok is a product of a joint-venture
between SABMiller and Vinamilk
companies
Quality level:
A 100% fresh beer.
Packaging: 3 types of packages:
Zorok can -330ml; Price: 9,400 VND
Zorok can-500ml; Price: 9,999 VND
Zorok bottle-330ml; Price: 6,500 VND
13. LEVELS DETAILS OF PRODUCT
Actual product:
Design:
Professional and attractive design with
green and yellow as main theme colors
and in high peak sport seasons, and
Calisto
Features:
Zorok is reformulated to reduce the
bitterness flavor
Augmented product:
Warranty:
The expiry dates of Zorok are always
engraved on the bottom of the can or
bottles
14. PRODUCT DIFFERENTIATION AND
BRAND POSITIONING
Vinamilk and SABMiller are trying to make a product
differentiation by providing Zorok- a low level of alcohol and
less bitterness flavor beer compare to other brands. This creates
a strongest position of Beliefs and Values for customers who
love to drink beers but also are very much concern for
consequences of consuming a lot of them.
Therefore, Vinamilk and SABMiller focus on this point and try
to deliver a better quality with low level of alcohol and newer
flavor beer with more promises to customers’ health.
15. PRODUCT LIFE – CYCLE
Zorok has passed the Development and Introduction states and
is now in the Growth State. The company is trying to increase
the sale and profit in order to reach the Maturity in a near
future.
16. PRICING STRATEGY
Customer value-based pricing strategies
With the value propositioning strategy of more for less (Kotler et al.
2004), the company offers more benefits for customers with lower
prices
Discount and allowances pricing and distribution
strategy
At common restaurants, customers can have one can of
Zorok for free after buying a pack of four cans of Zorok
17. Marketing Channel
As other customer product manufacturers, SABMiller Vietnam
choses Metro, Big C, Lottemart, Citimart and Co-op Mart to
become its main channel members.
Channel:
SABMiller (manufacturer) Wholesalers Retailers
Consumers
Wholesalers: Metro and Ben Thanh market.
Retailers (organization): Coop-mart, Big C, Maxi-mark, Citi-
mart. These are well-known brands in Vietnam in retailing.
Retailers (private): We have reached to 1000 small retailers
including restaurants, food shops in Ho Chi Minh City.
18. PROMOTION
Advertising:
The target market of Zorok beer is men, the original target market of almost
beer companies in the world. In addition, another same favorite thing of men is
football
TV advertising:
Because of the daily needs of this kind of advertising, SABMiller chose
national TV channels such as VTV1 and VTV3 in the golden period from 6 to 9
pm
Radio:
SABMiller choses VOH (Voice of Ho Chi Minh city People) for Zorok
Newspaper and magazine:
In this communication means, Zorok manufacturer chose ThanhNien, one of
the most popular newspapers in Vietnam
19. 2. Personal selling:
SABMiller applied this strategy in Vietnam. Many beer
companies such as SaiGon Beer, Heineken, and Tiger Beer
have used this strategy. They use salesperson to advertise for
their products in food shops and restaurants. This is effective
for customers know and evaluate the product.
.
20. 3. Sales promotion:
• Zorok has the discount 100% for four cans with 500 ml if
customers buy a whole 500ml package.
• Zorok puts beer sample into the public for its advertising
show in Maxi-mart in 2007.
• Zorok also discounts for the customer if they buy a package
with 24 330ml cans inside with only 165,000 VND instead
of 7,500 VND per single can.
• Zorok can give for the customers, who buy a large number
of units, some gifts such as lighters, raincoats, caps and
helmets with Zorok logo on them
21. ‘Beer market to increase 15% in this year’ 2010, FPTS, posted 14 January,
viewed 29 August 2010, <http://www.fpts.com.vn/en/news/domestic-
news/economic-financial-news/2010/01/3b9c54a5/>.
General Statistics Office of Vietnam (GSO) 2009, The 2009 Vietnam
Population and Housing Census: Major Findings, part II, Vietnam, viewed
26 August 2010,
<http://www.gso.gov.vn/default_en.aspx?tabid=515&idmid=5&ItemID=9813
>.
‘High ZOROK 500ml cans - the first time in Vietnam’, Vietbao, 15 October,
Viewed 8 July 2010, <http://vietbao.vn/Kinh-te/ZOROK-lon-cao-500ml-
lan-dau-tien-co-mat-tai-Viet-Nam/55205381/88/>.
Kotler, P, Armstrong, G, Ang, H.S, Leong, S.M, Tan, C.T, & Hon-Ming, O.Y
2009, Marketing, 12th edn, Prentice Hall, Singapore.
22. Le, H, Tran, H, Hoang, P & Nguyen, L 2009, “Vietnam Beer Consumption
Behavior”, in M Le (ed.), Scribd, viewed 3th August 2010,
<http://www.scribd.com/doc/16681324/Beer-Presentation> .
Mekong Securities 2007, Industry Research: Beer in Vietnam, unpublished,
viewed 26 August 2010, <http://stox.vnstoxdownload.aspid=1118/>.
Minh Thien & Hai Au 2010, ‘Cuoc chien thi phan Bia tai Viet Nam (1)’, Haimat.vn,
6 August, viewed 26 August 2010, <http://www.haimat.vn/article/cuoc-chien-thi-
phan-bia-tai-viet-nam-1 >.
Skehan, P 2008, ‘how supermarkets benefits Europe’s poor’, EuropeanVoice,
viewed 20 August 2010,
<http://www.europeanvoice.com/article/imported/how-supermarkets-
benefit-europe-s-poor/61257.aspx >.
SABMiller Plc 2010, Overview, Viewed 8 July 2010,
<http://www.sabmiller.com/>.
