1. The document discusses Strongbow cider's marketing and branding strategies in Vietnam over two phases from 2016-2019. 2. In Phase 1, the strategies focused on product launches, increasing availability, and building awareness of cider categories and Strongbow. Branding emphasized Strongbow's refreshing and natural benefits. 3. In Phase 2, the strategies expanded distribution nationwide and associated Strongbow with new consumption occasions. Branding developed the "Chill" platform to position Strongbow as a drink for relaxation.

1. 1
ELITE DEVELOPMENT PROGRAM SEASON 7
ASSIGNMENT 1.1
MARKETING vs BRANDING
NguyễN Bùi Phương Anh
Nguyễn Trịnh Minh Huy
Huỳnh Ngọc Nhơn
Nguyễn Xuân Vinh
Mai Thị Xuân An

2. 2
LET’S BEGIN
WITH THE FLOW
General Definition
Strongbow Overview
Phasing Analysis

3. 3
WHAT IS MARKETING?
Marketing is to satisfy consumers /
customers needs and requirements
The activity, set of institutions,
and processes for creating,
communicating, delivering, and
exchanging offerings that have
value for customers, clients,
partners, and society at large"
The Common Points?
GeneralDefinition
A social and managerial process
by which individuals and groups
obtain what they want and need
through creating, offering and
exchanging products of value
with others
The management process
responsible for identifying,
anticipating and satisfying
customer requirements
profitably
The Chartered Institute
of Marketing
Philip KotlerAmerican Marketing
Association
Let’s consider some references
With the end goal is profit for business
And that is done by leveraging and
managing the products / resources /
values throughout the company

4. 4
WHAT IS BRANDING?
Brand is a specific idea / meaning in
the mind and heart of consumers for
the products / services, etc.
A brand is a name, term, design,
symbol, or any other feature that
identifies one seller’s good or
service as distinct from those of
other sellers
The Common Points?
GeneralDefinition
Branding is endowing products
and services with the power of a
brand
Branding is the process of
giving a meaning to specific
organization, company,
products services by creating
and shaping a brand in
consumers’ minds
The Branding JournalPhilip KotlerAmerican Marketing
Association
Let’s consider some references
With the direct goal is the bond with
consumers and end goal is profit for business
And branding is the process of
centralizing and building that single
idea in consumers mind and heart

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MARKETING vs BRANDING
GeneralDefinition
Bonding-drivenProfit-driven
Share of MindShare of Market
Branding is the process of centralizing
and building the single idea/perception
for the product in mind and heart of
consumers
Marketing is the process of
managing company resources to
satisfy consumers needs
End-goal of both is profitability for
business
TO SUM UP…
Key task of MarketingKey task of business
Usually Marketing goes before Branding to
identify potential market to develop upon

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BRAND TO ANALYZE
STRONGBOW
StrongbowVietnam
Overview
Reason to choose
They just launched in 2016 but after nearly 4 years, Strongbow has a
distinctive proposition in Beers category by executing a clear and
strong marketing & branding activities. By analyzing this brand, we
could understand more about the differences between the two.
Strongbow Apple Ciders (nước táo lên men) officially launched in
the 1960s and is the best selling drink in the Cider line in the world.
with raw materials from the two largest apple orchards owned by
the global Heineken Group in Belgium and England.
Strongbow Cider is distributed by Vietnam Brewery Company
Limited (VBL) and officially entered the Vietnamese market in
November 2015 when everyone are still new to “Cider” product.

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IDENTIFY POTENTIAL MARKET IN VIETNAM
DRINKS FOR PARTY/GATHERING OCCASION
StrongbowVietnam
Overview
Beers are the most
popular drinks when
going out with
delivering great taste,
refreshment with
affordable price
Marketing Task
BEER SOFTDRINK
CIDER
Soft-drinks are also
preferable for the
refreshing carbonated
and fizzy water
Alcohol beverages yet
with lower alcohol and
sweet taste
White Space Market
with no player at the time

8. 8
Insight
No matter how much the city’s skyline inspires us, there is
always a part of us that desires to be connected to the
nature.
After such effortful day, they desire gathering moments
with friends and beloved to enjoy, relax and refresh
themselves.
Beer is often their top choice for those refreshing
moments, but they are afraid of high alcohol volume and
bitterness while soft-drinks are sweeter yet less refreshing
Target Audience
StrongbowVietnam
Overview
BUILDING THE UNIQUE PERCEPTION ON STRONGBOW
Branding Task
Millennials Drinker
18-30 yo | Unisex | LSM 7+ | Urban
- Connected Spender – Loving urban life, embracing new
opportunities to keep progressing and leaving their mark
on the world.
- Gathering Advocate – They enjoy lively social occasions
with a circle of friends but are looking for sexy alternative
to beers.
- Refreshment Seeker – Eager to relax / refresh from the
hustle and bustle urban life, especially through the use of
alcohol

9. 9
StrongbowVietnam
Overview
BRAND ROLE
Strongbow reconnects us to nature
and to ourselves by remixing nature
into the city
BENEFITS
FUNCTIONAL Re-fresh with natural
ingredients
EMOTIONAL Reconnect with nature
and ourselves
SOCIAL Rejuvenate the city
REASON TO BELIEVE
Refreshing sparkling cider made out of
apples, served over ice.
Accessible, collective brand matching the
beer occasion.
Remixing nature into cities around the world.
BRAND PERSONALITY
Fresh
Bright
Urban
Rallying
Modern
BRAND ESSENCE
JOIN THE URBAN
ORCHARD
STRONGBOW BELIEVES THAT IF WE RECONNECT WITH
NATURE, WE WILL REJUVENATE THE CITY AND OURSELVES
BUILDING THE UNIQUE PERCEPTION ON STRONGBOW
Branding Task
BRAND
IDEA

10. 10
StrongbowVietnam
Overview
Packaging
Glass bottle & Can
Light & modern color
from each variants
that deliver urban
looks & feels
Price
Premium segment
in Beer Category
Place
Skew to Urban:
HORECA (Social Bar,
Restaurants, Beers
Club), Modern Trade,
Foods Outlets
Proposition
‘Refreshing by
Nature’ - Strongbow
reconnects us to
nature and to
ourselves by
remixing nature into
the city
Promotion
Branding:
communication
delivered “natural”
and “chill” through
mass channels
Trade: discount on-
trade, esp. HORECA
Product
Nature-based from
fermented apple
with 4-5 variants.
Easy to drink,
refreshing and
flavorful.
PLANNING MARKETING IMPLEMENTATION
MARKETING 6Ps
Marketing Task

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DEVELOPMENT ROADMAP OF
STRONGBOW IN VIETNAM 2016 - 2019
Business Context & Challenge
Strongbow launched in Vietnam at the time Vietnamese
youngsters barely know or understand “CIDER” - this
new type of drinks to purchase
Marketing Objective
Penetration – Recruit new trials for Cider category and
Strongbow at potential market of HCMC, convert from
Beer drinker & Soft drinker
Branding Objective
Brand Awareness – Raise awareness and
understanding on Cider category and Strongbow brand
PhasingAnalysis
Nov 2015 Sep 2017 Now
PHASE 1 – LAUNCH PHASE 2 – LEVEL UP
Business Context & Challenge
Strongbow has built a proper base of market (HCMC) and awareness while
competitors are also rising – which now fuels and demands scale expansion to
enforce the profitability
Marketing Objective
Penetration [Primary] – expand users base to other geography outside HCMC
Consumption Occasions [Secondary] – Enhance buying decisions by attaching
with foods occasions (BBQ, Steaks, Breakfasts, After stressful moments,...)
Branding Objective
Brand Preference – Link, spread and own one single platform in consumer
perception to enhance recall for brand values and benefits
We don’t separate phases through year-base. We separate phases when there are
significant changes in challenges, objectives, strategies and activities of the brand

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PHASE 1
MARKETING STRATEGY
PhasingAnalysis
Penetration
Boost trials mainly at HCMC market
through building availability,
awareness and diversity of choices
6Ps I PRODUCT
6Ps I PLACE
6Ps I PROPOSITION &
PROMOTION
Launch 4 separated flavor of
products with same
fermented apple base, serve
diverse taste of consumers,
building taste preference
from the first usage
Foods outlet and HORECA
are key with strong presence
in Beers Club, Bar and
Restaurant. Modern Trade is
important, especially CVS.
Raise awareness and basic
understanding on Cider and
Strongbow, regard its refreshing
benefits from nature (Refreshing by
Nature / Nature Remix), through
mostly social communication and on-
trade activations
Promotional activities at food outlets
and HORECA with strong
endorsement from PG to build trials
6Ps I PRICE
Trial price for HORECA
& Food Outlets

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PHASE 1
BRANDING STRATEGY
PhasingAnalysis
Shift urban, young consumers behaviour from drinking beer and softdrinks to
cider when gathering with friends.
Urban, Fresh, Bright are what people think of Strongbow.
Refresh with Natural Ingredients Fermented apple, serve over ice
Our apples are specially grown to
produce crisp & refreshing ciders
Mastery of extracting the delicious
flavour makes your ciders so special.
We deliver crisp refreshment in
every drop through over-ice ritual.
We have accessible taste, inclusive to
both guys and girls.
Alcohol content 4,5%, accessible &
collective matching Beer occasion
Our join movement that reconnect
the city with its nature
Functional Reason To Believe
Reconnect with nature & ourselves
Mix nature back into urban lives thus
making it more fun to live it
We reconnect you with nature
power to gain back the energy
Rejuvenate city with nature-fueled
excitements & reconnections
Emotional
Benefits to be perceived
“Strongbow is the fermented
alcohol with apple roots that
reconnect nature with
ourselves”
Perception built for
phase 1 is skew to
functional benefits
---
Educate about cider
2016
Deliver refreshing & relaxing sensation
when enjoying Strongbow
2016 - 2017
Road Map of Branding of Phase 1

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PHASE 1
KEY ACTIVITIES TIMELINE
Nov 2015
Official Launching Product
Position Strongbow Cider as
“refreshing”, “nature-inspired” and
“authentic”
Apr 2016
Campaign “Nature Remix” - Kết nối với thiên nhiên
- Launch campaign Nature Remix - reconnect urbanites with nature
- Cider’s connectivity: using friend group image to create nature atmosphere
while drinking Strongbow.
- Nature inspired range of flavor: launch new flavors and natural inspiration
articles to emphasize the refreshment and authenticity of Strongbow
Series “Cider mixology & Cider’s making process”
- Cider Mixology: Create recipes which is the combination between
Strongbow and the other Vietnamese typical foods
- Cider’s making process: Using parallel image of orchard and urban
scenes to create connection
Dec 2016Feb 2016
Expand distribution to
E-commerce platform
[Lazada]
Frequent activations at HORECA
& Food Outlets with first
activation at Vuvuzela
Jan 2016
PhasingAnalysis

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PHASE 1
TYPICAL MARKETING ACTIVITIES
PhasingAnalysis
Serve diverse tastes and
Test consumers preference
on tastes
Launch 4 flavors Campaign “Nature Remix”
OBJECTIVE
DETAIL
ACTIVITIES
Oct 2015 – Launching Event
of Strongbow
Activation at HORECALaunch on Lazada
Product Promotion & PropositionPromotionPlace
Increase availability
through diverse channels
Boost Trials and Awareness
for Strongbow
Build awareness on the
refreshing benefits of
Strongbow
Dec 2016 – First time
Distribute through Lazada
Jan 2016 – First HORECA
activation at Vuvuzela Vung
Tau & Can Tho
April – Sep 2016 – Running
the Campaign

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PHASE 1
TYPICAL BRANDING ACTIVITIES
PhasingAnalysis
Young people want to live and work in the big cities. But as
time goes by they constantly face an environment that is
cold, mundane, lack of inspiration. During these times, a
sense of nature in our lives could be the most inspiring
refreshing experience that can lead to social connection and
enjoyment.
Campaign “Nature Remix” Series “Cider’s making process”
Emphasize the natural, refreshing and authentic features of
Strongbow product; create connection between orchard and
city by using parallel images of nature, apples and urban
cider scenes.
Keywords: “lâng lâng men táo”, “lâng lâng sảng khoái”, “sành điệu tự nhiên”,...
Use vibrant colors, natural elements with urban setting create “refreshing vibe in cities vibe”
THE IDEA
KEY ASSETS
ALWAYS-ON SOCIAL
CONTENTS
Digital, user-generated content
● Apr 2016 - Sep 2016: activations in Malls and
Restaurants
● Sep 2016 - Dec 2016: social media challenge - invite
consumers to bring nature back into their city in a fun,
creative way (using KOLs and influencers)
Series of stories about the making process of Cider on social
media outlets (fanpage, website)

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PHASE 1
BRANDING ACTIVITIES
PhasingAnalysis
BRAND FILM
BUILD CONSUMPTION OCCASIONS &
BBQ ASSOCIATION
#NATUREREMIX CHALLENGE WITH KOLS
NATURE-INSPIRED ACTIVATION

18. 18
PHASE 2
MARKETING STRATEGY
PhasingAnalysis
Penetration
Recruit more consumers at nation-
wide market through continuously
enhancing availability and awareness,
developing products and exploiting
preference for potential usage
occasion
6Ps I PRODUCT &
PACKAGING
6Ps I PLACE
6Ps I PROMOTION
Launch new flavor and new
can packaging to serve more
taste and more usage
occasion of youngsters
Scale up distribution
through other potential
cities and regions (Hanoi,
Vung Tau, Nha Trang,
Danang, etc.)
Diversify media channels (TVC,
Events, Music Marketing, etc.) to
enforce the awareness and
preference for the brand
Consumption
Occassions
Increase consumption of
current consumers by owing
their preference for potential
usage occasion
6Ps I PROPOSITION
‘Chill cùng Strongbow’ – Shape
consistent and catchy preference
of consumers on Strongbow
through ‘Chill’ platform

19. Start adapting “Chill”
Platform
Cast a name on Vietnamese
youth’s culture/ lifestyle:
chill and use chill to
represent the brand’s spirit
19
PHASE 2
BRANDING STRATEGY
PhasingAnalysis
Shift consumers from drinking in parties and celebrations to drinking
Strongbow to feel relieved from urban hustle.
Chill, connection, relaxation are what people think of Strongbow.
“Strongbow is for
chilling moments and
occasions”
Perception built for
phase 2 is added more
emotional values
---
Deliver emotional benefits through “Chill” platform
2016
Reinforce the ownership of
“Chill” platform
2016 - 2017
Road Map of Branding of Phase 2
Build new occasion “first
drink of the evening”
Leverage the “golden moment”
when friends gather and enjoy
Strongbow to escape work and
kick back with friends.
Simplicity brings Relaxation
Attach Strongbow with
recharge moments after work
hours, after a long hard day and
encourage urbanites to chill for
a more positive lifestyle.

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PHASE 2
KEY ACTIVITIES TIMELINE
PhasingAnalysis
May 2017
Start adapting “Chill” platform
TVC “It’s 6PM - Let’s Chill”
Attach Strongbow with afterwork
moments through a series of
digital ads and PR articles
Jun 2018
Dec 2019 - now
Build new occasion “First drink of the evening”
Strongbow Cider Zone + Apple Chill Garden
- Key visual: a friend group gathering together and enjoying Strongbow
on a rooftop bar
- Interactive activities that reinforce Strongbow’s “nature-inspired
refreshing sensation”and “relaxing moment with friends”
Simplicity brings Relaxation
Campaign “Bài này chill phết”
- Key asset: MV “Bài này chill phết” to feature “chill
moment” in the modern life.
- Event “Hành trình này chill phết - Strongbow’s Chill
bus
- Bùa Chill
- Other CRS Campaign
May 2019
Launching Event at
Hanoi, Vung Tau, Nha
Trang, Danang, etc.
April 2018
Launch new Dark Fruit
flavor & can package
Oct 2018

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PHASE 2
TYPICAL MARKETING ACTIVITIES
PhasingAnalysis
Serve diverse tastes and
diverse occasions of usage
Launch new flavor and
packaging
TVC “It’s 6PM, Let’s chill”
& Campaign “Bài này chill phết”
OBJECTIVE
DETAIL
ACTIVITIES
Oct 2018 – Launch new
Darkfruit flavor and the can
packaging
Activation “Strongbow Cider
Zone” & “Apple Chill Garden”
Launch on Tiki & other regions
Product & Packaging Promotion & PropositionPromotion & PropositionPlace
Scale up the availability into
nation-wide and e-
commerce availability
Continuously boost Trials
and Awareness for the new
platform Chill
Enhance the Chill Plaform
in consumer preference for
potential usage occasion
End 2017 – Launch on Tiki
April 2018 – Launch in other
regions like Hanoi, Danang,
Nha Trang, etc.
June 2018 – Launch
Strongbow Cider Zone +
Apple Chilling Garden
Jan 2018 – Launch TVC “It’s
6PM, Let’s chill”
May 2019 – Launch campaign
“Bài này chill phết”

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PHASE 2
TYPICAL BRANDING ACTIVITIES
PhasingAnalysis
Attach Strongbow with
afterwork moments when
people are free from working
pressure and spend time with
friends in a relaxing way
TVC “It’s 6PM, Let’s chill”
Keywords: “chill”, “phiêu cùng men táo”, “sống cú chill”...
Use the same vibrant color theme yet bring it more casual/personal tone of voice and images (friends camping or gathering) to
create chill vibe and reach out for young consumers
THE IDEA
KEY MESSAGE
ALWAYS-ON SOCIAL
CONTENT
It’s 6PM, let’s chill with
Strongbow
ASSETS
TVC
PR Articles
Campaign “Bài này chill phết”
Collab with indie/underground artist to bring chill
vibe through music. Using lyric and melody to tap
into many insights of young people about life
pressure, thus implying Strongbow is a solution
to ease them.
Strongbow spreads the “chill” spirit - enjoy your
life to escape from complex reality and relax with
positive energy even in the city life
Music Video “Bài này Chill phết”
Strongbow chill bus “Hành trình này chill phết”
Bùa Chill
Other CRS Campaign
Create a natural orchard space located
in the centre with interactive activities
for people to “chill”: self-made cider,
exploring natural scenes in a giant
Strongbow can,...
Activation “Strongbow Cider Zone” &
“Apple Chill Garden”
With Strongbow, you can always
“chill” even in the busy city
On-ground activation
KOLs sharings
PR articles

23. PHASE 2
BRANDING ACTIVITIES
TVC “IT’S 6PM,
LET’S CHILL”
ACTIVATION “APPLE CHILLING GARDEN” CAMPAIGN “BÀI NÀY CHILL PHẾT”
PhasingAnalysis

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MARKETING vs BRANDING of
Build basic understanding on the
refreshing benefit with nature-roots
Build penetration through build availability,
awareness and diverse choices
Define and Remind what to be
remembered on Strongbow to
enhance the preference to use
Approach and Push the purchase for
Strongbow through the leverage from
products, distribution to communication
TO SUM UP…
Link, spread and own the chilling
moments and occasions with
Strongbow in consumer perception
Enhance penetration and even consumption
through availability, awareness, product
developments and usage exploitation
Phase 2
Phase 1

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