PT Multi Bintang / Heineken

6,213 views

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
6,213
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
192
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

PT Multi Bintang / Heineken

  1. 1. PT MULTI BINTANG INDONESIA Tbk.Member of the HEINEKEN GroupMarketingplan for PT MULTI BINTANG INDONESIAExpansion of HEINEKEN Int. into the Indonesian MarketSyndicate 4 :• Rafael Binczyk• Rachmi Rida Utami• Rieke Fitri Yuniar• Pramadona• Joseph Enrico• Yunus Arie Wiratama
  2. 2. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction History of Heineken International Founded in 1864 by Gerard Adriaan Heineken, known as STP De Hooiberg (the haystack) in Amsterdam 4 Ps In 1873 the brewerys name changed to Heinekens Bierbrouwerij Maatschappij (HBM) SWOT The founders son, Henry Pierre Heineken, managed the company from 1917 to 1940 Challenge Heineken is one of the world’s great brewers and is committed to growth and remaining independentSuggestion The territories are: Western Europe, Central and Eastern Europe, The Americas, Africa and the Middle East, and Asia Pacific
  3. 3. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction History of Heineken in Indonesia STP In 1929, NV Nederlandsch-Indische Bierbrouwerijen first established in Medan, with brewing location in Surabaya 4 Ps SWOT In 1936 the position of the Company moved to Surabayaand in the same year Heineken NV became the major shareholder Challenge In 1981, the Company offers shares to the public (goSuggestion public), the position of the Company moved from Surabaya to Jakarta and has since been known by the name of PT Multi Bintang Indonesia (Heineken subsidiary)
  4. 4. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Business Definition Business Mission STP Heineken aims for sustainable growth as a broad market 4 Ps leader and they aim for segment leadership. In both cases, the Heineken brand plays an important part. Heineken wants to establish broad leadership usually by acquiring strong brands, which are combined into a new, larger company. SWOT The business mission is guided by three core principles: Challenge • strong brand portfolio • strong local market positionsSuggestion • corporate social responsibility with regard to policies on alcohol abuse, social and environmental issues
  5. 5. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Business Definition Company Values STP 4 Ps Values of Heineken subsidiary PT Mulit Bintang Indonesia: • Respect and enjoyment • Passion for quality SWOT • Innovative spirit ChallengeSuggestion
  6. 6. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Beer Market in Idonesia Forecast STP • Beer category is expected to post a modest grow of 2% in volume terms in Indonesia 4 Ps • Increasing number of foreign business investors and growing tourism industry are expected to continue to impact beer volume sales positively over the forecast period SWOT Competition • PT Multi Bintang has leading position in the Indonesian Market • Main competitor: PT Delta Djakarta Tbk, a subsidiary of the Challenge international San Miguel Corporation • Manufactures and distributes as well some of the best beerSuggestion brands in the world under the Anker, Anker Stout, Carlsberg, San Miguel, and Kuda Puthi trademarks
  7. 7. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Segmenting – Targeting – Psotitioning STP Segmenting Targeting Positioning The Indonesian beer PT Multi Bintang is High quality, value-for- 4 Ps market can be segmented targeting the following money beer, for in: segment: Indonesian males, who - Men (main segment) - rural areas value friendship and togetherness with friends. - Women (minor segment) - approx. 22 to 50 years - Old and Young old consumers - middle to upper class SWOT - Low/Middle/Upper class - middle to high education - Regular - liberal lifestyle consumers/Seldom - pleasure and follow a consumers hedonistic life-style Challenge - socializing and meet up with friends open minded and likesSuggestion western products
  8. 8. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Current Marketing Mix STP Product 4 Ps • The Indonesia premium beer market • Is available as quart bottle, pint bottle, can and draught • Product Portfolio: SWOT ChallengeSuggestion
  9. 9. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Current Marketing Mix STP Pricing 4 Ps SWOT ChallengeSuggestion • Product Line Pricing • Product Bundle Pricing (e.g. carton of beer) • Price Adjustment Strategies (e.g. discounts)
  10. 10. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Current Marketing Mix STP Place Promotion 4 Ps • Multiple retailers and • Advertisement and hyper-markets (off- sponsorship trade consumption) • The global • Sales of beer for sponsorship of SWOT consumption at the Champions League points of sale, such as soccer in 2010 hotels, restaurants and • „Heineken Music‟ cafés (on-trade events Challenge consumption • „Heineken Acoustics Beer Night Out‟ events • „Heineken UltimateSuggestion Thirst DJ Competition‟ events
  11. 11. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction PT Multi Bintang is selling beer which is perceived as beer of Strengths highest quality. In 2011, Bir Bintang received the Champion Beer title at the STP Brewing Industry International Awards, United Kingdom. Original formula and a long tradition of the brand Heineken in 4 Ps brewery with strong competencies in this field. Heineken brand availability in many countries around the world SWOT Heineken brand popularity through most heavily advertised premium beer in Europe and Worldwide Heineken perceived as premium quality brand and Bintang as Challenge high quality brand in Indonesia. Attractive, recognizable and distinctive packagingSuggestion Educated employees forming an innovative company
  12. 12. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Weaknesses TV commercials are famous only in larger markets Lack of a higher product variety to choose from as a customer STP 4 Ps Threats Corruption is still widely pervasive The faith and religion of many people does not allow them to SWOT consume alcoholic drinks Beer as an alcoholic beverage has still some negative image in Challenge fundamentalist regions of Indonesia In some regions and stores of the country beer is not allowedSuggestion to be sold In some regions the availability of beer is very low
  13. 13. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Opportunities The beer consumption is expected to rise slowly but constantly within the next years STP Beer is becoming a drink that is consumed in communities together with friends 4 Ps Low cost of labour and potential to source production locally SWOT Until know the current beer products serve only one Challenge specific need, there’s no version or beer for light drinkersSuggestion The young generation likes western and trendy products
  14. 14. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Challenge To accelerate sustainable STP top-line growth 4 Ps SWOT Challenge Keep the Challenge primary To accelerate position in the efficiency and Indonesian cost reductionSuggestion Beer Market
  15. 15. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Segmenting – Targeting – Positioning STP Segmenting Targeting Positioning The Indonesian beer In addition to the current High quality, value-for- 4 Ps market can be segmented target market, PT Multi money beer, for in: Bintang should target a Indonesians, who value - Men (main segment) secondary minor market: friendship and - Men and Women, who togetherness with friends. - Women (minor segment) prefer only light alcoholic - Old and Young drinks consumers SWOT - approx. 20-30 years old - Low/Middle/Upper class - Targeting the segment of - Regular light drinkers consumers/Seldom consumers Challenge  Needs of the customers are becoming more and more heterogeneousSuggestion
  16. 16. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Suggestion STP Product 4 Ps • Implement a new trademark “BintangGold” • Contains light beer mixed with lemonade • Low percentage of alcohol and has a more fresh taste SWOT ChallengeSuggestion BintangGold
  17. 17. PT MULTI BINTANG INDONESIA Tbk.Member of the HEINEKEN Group
  18. 18. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Suggestion STP Pricing 4 Ps • For the new product BintangGold the company should follow the skimming pricing strategy • Set middle to high price during the initial stage of SWOT the product life • Set high margin to cover the significant portion of the promotional expenses and development costs ChallengeSuggestion
  19. 19. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Suggestion STP Promotion 4 Ps • The promotion program which was used until now, like the thematic campaign „Bersama Kita Bintang‟ (Together We are Stars) should be pursued in the future SWOT • Start into-market campaign of Bintang Gold: • Below-the-line activities to address as well light customers • E.g. Free try out drink in bars and clubs Challenge • Events • TV and social media advertisingSuggestion • The main principle of Heineken International “enjoy responsibly” should be implemented in the promotion
  20. 20. PT MULTI BINTANG INDONESIA Tbk. Member of the HEINEKEN GroupIntroduction Suggestion STP Place 4 Ps • Seek to further increase distribution coverage and improve efficiency and service to its customers and consumers SWOT • Enlarge the presence of the trademarks • Distribution scope strategy: focus on a selective distribution to reach as many retailers as possible to distribute the product Challenge • Strengthen multiple channel distributionSuggestion

×