4. Laser 3-year Roadmap
• 2005: Regaining the Ground
– Re-launch with a new mindset: to make it a successful,
established brand permanently in the future
• 2006: Breaking the Ground
– Have a grip in premium beer segment
• 2007: Plowing the Ground
– Strengthen strong foothold in premium beer segment
• …
• 200…: Harvesting
6. Positioning & Tagline
• Laser Positioning Statement
Laser is a premium beer brand with the
supremely refreshing and unique taste,
which is best for any adult who needs to
mark special & different feelings, emotions
of every mood in their life with a stylish
drink because it is the genuine draft beer in
a bottle.
• Laser Tagline
When you’re in a mood, have a Laser
Laser – Every mood of life
Competitive Set
Competitive Set
Target Consumers
Target Consumers
Reasons to believe
Reasons to believe
Benefits
Benefits
11. 1
2006 Objective Statement
• Revitalize Laser beer…
• to transform it from an underperforming
brand…
• into a sustainable brand permanently.
12. 2
Market Assumptions
• Market growth 2006
– Volume: 2%
– Value: 8%
(Source: Retail Audit Share of Throat Aug-2005)
• Market size 2006 (projected at the above growth rate)
– Volume (‘000L): 790,500
– Value (mil. VND): 16,779,153
(Source: Internally accepted data of beer market)
• National coverage for THP brands by Nov-2005
13. 3
Business bjectives
• Given current constraints, priorities and external climate, sales value
is more prioritized
– Constraints: sales readiness, poor A&V
– Priorities: sustainable development for Laser (higher investment over
years) in an anticipation of fierce competition from next year
– External climate: opportunity to charge a premium price for beer
TARGETS 2006 Grow th
Sales volume ('000L) 8,000 647.5%
> Vol. share 1.0%
Sales value (mil. VND) 194,000 674.5%
> Val. share 1.2%
Market projection 2006 Grow th Size Assumptions on Laser
Vol. sales ('000L) 2% 790,500 Aver. running rate '05 (crates/month) 13,000
Val. sales (mil. VND) 8% 16,779,153 Total vol. sales '05 (000L) 1,236
(Retail Audit - Share of throat | Aug-2005) Price per liter '05 (7,682 VND/bottle) 23,279
(Internally accepted data of beer market size) Price per liter '06 (8,003 VND/bottle) 24,250
14. 4
TOTAL BI Z GROWTH 650% RATI ONALES
Converted drinkers 400% New drive in distribution expansion and visibility improvement
Hanoi 250% Low fragmentation market, Heineken-skewed market
HCMC 100% No negative perception towards Laser
Central 50% Tourism hubs with wealthy foreign & local travellers
New ly recruited drinkers 200% Beer starters, bar goers
Hanoi 100% Image-driven consumers, products from Saigon associated with trendiness, style
Central 50% Products from Saigon has an aspirational, upscale image, affordability issues
HCMC 50%
I ncreased consumption level 50% Beer volume growth remains low, people pay more not drink more
of current Laser drinkers
Primary Source of Biz
In order of anticipated contribution to the total growth
• Main source of business is from brand switchers given flat growth in
beer market in terms of volume.
• Low fragmentation in Hanoi offers opportunity to cut through
competitions.
• Tourism hubs in Central offer opportunity to build trial and image for
Laser to wealthy foreign and local travelers. This can also be a
source of brand switchers for Laser.
11
22
33
15. 5
Primary Source of Biz
In order of anticipated contribution to the total growth
Total Males Aged 18-45
TNS Snapshot | Q1-04
Total Males Aged 18-45
TNS Snapshot | Q1-04
Drinkers
20%
Non-
Drinkers
80%
Hein+Tiger
4%
Others
3%
Saigon
8%
Hanoi
5%
Laser sources of converted drinkers and increased
consumption level
Laser sources of upgraded drinkers
BenThanh sources of converted drinkers
Beer Brand Shares
RA Share of Throats | Aug-05
Beer Brand Shares
RA Share of Throats | Aug-05
16. 6
Laser Brand KPIs
20042004
85
47
38
7
1
TOM Spont.
55%
14%
Nov-05
Mar-06
Nov-05
Mar-06
4510
25
15
7
1
TOM Spont.
56%
28%
Awareness
Dependables
(Used most often)
Regulars
(Buy regularly)
Considerers
Trialist
(Ever tried)
Membership for heavy drinkers of Laser (Laser VIP
access for shopping, entertainment (sport, music,
fashion events…), travel, clubs…
Associations with luxury, sport & trendiness with a
twist on fresh, refreshing
New packaging for off-premise consumption
Sampling activities & consumer promos to induce
trials, to substantiate superior product quality &
intensify bonds with consumers
Consumer promos, brand activations, 360o
presence & thematic communications with a focus
on unique selling proposition draft beer in a bottle
Source: Project Minority Report,
Jun-2004, CBI
Source: Project Minority Report,
Jun-2004, CBI
Mar-06
Dec-06
Mar-06
Dec-06
8515
47
38
12
6
TOM Spont.
55%
26%
18. 8
Dos Don’ts For Laser
DON’Ts
• Availability and visibility at any
cost
• More consumers education
• More above-the-line
bombardment
DOs
• Strong presence at the right
places
– Where there’s H & T, there’s L
– At flagship bars, restaurants, café,
billiards…
– Any premium venue where people
often spend their leisure time
• More intrinsic offers
– Better yet unique taste profile
– No more GPD2F
– Served chilled or with ice
• More direct contacts with
consumers
– More efficient PGs
– Better distribution
– More mnemonic devices: fresh =
draught
19. 9
ACTI VI TI ES OBJECTI VES
Products
Adjustments on product performance (right bitterness, no GPD2F…) For easy acceptance & readiness to go nationwide
New formula (e.g super dry…) to communicate (on bottle, media…) To refresh Laser & create an innovative image
Six-pack bundles as take-aways To trigger off-premise consumption (42% vol. share, occasion 51%
|TNS Snapshot, Q1-04 ), further build image & connections to consumers
Price
Price increase to 8,000VND/bottle To improve profitability to cope with fierce competition in long haul
One price nationally Better portfolio management
Place
Easily available nationwide, with focus on weighted distribution To accommodate hi-growth in next years, better ROIs
Relevant A&V (weighted distribution focused, restaurants...) To enhance Laser image
360
o
presence as an integration with ATL campaign To maximize relevant A&V, explore new channels, enhance Laser image
Penetration into modern trade (supermarkets & Metro system) To maximize relevant A&V, explore new channels, enhance Laser image
WAR Campaign: PGs improvement To strengthen connections with consumers & restaurant owners
Promo
Tightly linked to communcation theme To single-mindedly hammer Laser's USP, establishing Laser's ownership
More BTL activities More direct contacts with consumers
More brand activations More interactions with trade & consumers
Marketing Mix
20. 0
Steps to Recover
Q2-05 Q3-05 Q4-05 Q1-06 Q2-06 Q3-06 Q4-06
Stabilizing Re
Soaring
Down
Soft Relaunch + WAR Campaign
Full Relaunch Campaign
trending
“Wedding”
season
Tết
Consumer Pull
Trade Push
Pull + Push
covering
Strategy
Consumer promos to [1]
communicate, [2] drive sales &
[3] support A&V, PG &
coverage improvement
Strategy
ATL + BTL burst to
trigger explosion for
draft beer in a bottle
Strategy
Consumer
promotion
with ATL
support to
build image
21. 1
2006 Master Calendar
Key milestones
1. Above t he line Jan-06 Feb-06
TVC Thematic Thematic +
Print Ad Thematic Tactical
Outdoors
$Others Advertorials
2. Below t he line
PR Bottled draft beer tech, THP Vietnam Dreamteam: soccer, snooker
Sponsor/Event Special matches / games / shows
Sampling Justification
Con. Promo Myst. Sponsor Quiz solving, UTC Membership Privilege
POP/POS Tactical Promo + Thematic
Others Relationship, PG Cavalry Co-branding, Myst. Guest e-Marketing
Regionalit y Seasonalit y
WAR Campaign Nationwide Tet
Soft-launch Campaign Nationwide theme, localized operations Tet
Re-launch Campaign Outdoor/beach events, different activities for different areas Hottest months in year
Laser Signature Campaign Localized events, talents from different towns Hot month & holiday
Loyalty Caimpaign Different schemes for different cities Different schemes for 4 seasons
Nov-05 Dec-05 Mar-06 Apr-06 May-06 Jun-06 Nov-06 Dec-06Jul-06 Aug-06 Sep-06 Oct-06
May 1st - Summer
Beer Fest - "Draft
Beer for Fresh Air"
Horse,
motor racing
23. 3
Directions – 1
1. Thematic TVCs / Prints that’s
in line with the new positioning &
tagline of Laser
2. Advertorials: legends of bottled
draft beer, stories of a beer lover
3. PR: bottled draft beer technology,
THP corporate PR
BTLATL
A&V
Special
Marketing
Strategic
Alliance
Sponsor/
Events
24. 4
Directions – 2
1. Sampling as justification
of Laser quality and building trial
2. The mystery sponsor:
if you get “caught” drinking Laser,
you get refunded for the party
3. Mystery drinker: recommend Laser
& get rewarded
4. Con promos
BTLATL
A&V
Special
Marketing
Strategic
Alliance
Sponsor/
Events
25. 5
Directions – 3
1. Co-branding with Highland
Café, Yamaha motorbike team
2. Tightening relationship with bar,
restaurant owners, utilizing resources
of on-site waiters/waitresses
3. Laser card: co-branding tobacco
brands (Marlboro, Dunhill, 555…)
& other luxury items…
BTLATL
A&V
Special
Marketing
Strategic
Alliance
Sponsor/
Events
26. 6
Directions – 4
1. Vietnam Dreamteam: soccer,
billiard snooker
2. Horse, bike racing
3. May 1st
Summer Beer Fest
in HCMC, Danang and Hanoi:
2005 theme
“Draft beer for Fresh Air”
“Uống bia tươi, đi đổi gió”
BTLATL
A&V
Special
Marketing
Strategic
Alliance
Sponsor/
Events
28. 8
Directions – 6
1. e-Marketing: the coolest email
account, Laser Online Club
2. Membership privilege programs:
shopping, sport centers, tickets to
key matches / shows…
3. Laser card: a commonly used
currency for Laser, tobacco brands,
& many other items…
BTLATL
A&V
Special
Marketing
Strategic
Alliance
Sponsor/
Events
30. 0
• The 1st
and only bottled draft beer in Vietnam so far
• The flagship, the 1st
premium brand of THP, the 1st
urban-
focused beer brand of THP
• A challenger to Heineken / Tiger in Vietnam
• Distribution problems due to the monolith of VBL
History Highlights
31. 1
Sales Performance
• The current sales performance doesn’t reflect market’s and company’s
potentials.
The current Laser sales trend is also against that of market
• Given that, Laser sales downtrending without signs of recovery.
• Business forecasts will not be based on the current performance of Laser.
44,261
17,492
17,296
22,999
23,075
27,168
17,701
15,707
11,663
19,724
8,795
7,755
6,027
17,119
15,672
19,976
9,797
14,914
15,596
13,871
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
T1 T2 T3 T4 T5 T6 T7 T8 T9 T10 T11 T12 T1 T2 T3 T4 T5 T6 T7 T8
Crates
2004 2005 Linear performance
PipelinePipeline
2004 Running rate:
21,061 crates/month
2004 Running rate:
21,061 crates/month
2005 Running rate:
11,734 crates/month
2005 Running rate:
11,734 crates/month
34. 4
Beer Landscape
Less products for more $ (or €!)
CITIES PERFORMANCE
Value grows faster than
volume in all key cities
A good time for premium beer
35. 5
Beer Landscape (contd.)
Good time but also hard time…
TOP BRANDS SHARE
Tiger peaks and drops
depending on promotions,
Heineken consistently making
gains in the last 1 year…
Both 2 VBL’s spearhead brands locking
premium beer segment by powerful spend
and by long-standing consumer loyalty
36. 6
Summary
• More opportunities & more competitions in
premium beer segment
– Higher income, more preference towards premium
beer brands: consumers don’t drink more but they do
pay more
– Existing leading brands plus new entries make the
slices thinner and smaller
• Miller sponsorships, Budweiser PGs…
• Heineken – key competitor of Laser – is the only
brand can command a price premium so far.
38. 8
Brand Diagnosis
Communication
Launch Communicat ion Communicat ion Take-out
TVC
Airport: One Step Ahead Too many messages:
Bar: Try it to believe NOT SINGLE-MINDED MESSAGE
Robbery: One Step Ahead LACK FOCUS ON THE UNIQUE USP
Print
Quality No strong reason to buy,
Technology James Bond personality is not
Style a guarantee of purchase
Enjoy everywhere
39. 9
Consumption & availability problems: GPD2F,
complicated serving, on premise consumption
only limited s
Acceptance problems: bitter (after) taste, gets
people drunk too fast like rural wine (after 3-4
bottles)
Availability problem: trade blocking, low
coverage in central and north
Perception problem: non-premium venues,
inefficient PGs, gets people drunk too fast
association with “mainstream”
Brand Diagnosis (cont.)
Is distribution the only matter (as we usually
say)?`
HeinekenHeineken
Awareness
Dependables
(Used most often)
Regulars
(Buy regularly)
Considerers
Trialist
(Ever tried)
Preferers
(Most favorite)
9929
95
71
40
17
27
TOM
LaserLaser
What we’ve got: the attention.
The next mission – product performance first: pleases the tongue, soothes the throat
Source: Project Minority Report, Jun-2004, CBISource: Project Minority Report, Jun-2004, CBI
Spont.
95%
42%
TigerTiger
9923
95
66
41
12
13
TOM Spont.
95%
43%
85
47
38
7
1
1
TOM Spont.
55%
14%
40. 0
Key Issues Summary
ISSUES
• Laser unique selling proposition – draft
beer in a bottle – not well-received
during communication campaign.
Low offtake low trial low
offtake
• A&V plus PG problems
Low low trial low offtake
• Product performance problems
Low offtake
• Recent downgrading relationship with
restaurant owners
Bad reputation of Laser / THP
• Persistence of same set of problems
Inability to register
WHAT BEING DONE TO FIX
• Re-building communication strategy:
better focus on intrinsic values with
and support from 360o
BTL presence
• Distribution development plan from
sales, re-training program for PGs
• Consumer triangle taste test (Laser
original, Laser modified & Heineken)
• “Bridging the chasm” with restaurants
owner
41. 1
S.W.O.T Analysis
OPPORTUNITIES
1. Higher income, more consumption of premium
beers (Retail Audit)
2. Anti-trust act: PRwise (?)
3. Territory expansion (central & north)
4. Entries of Budweiser & Miller:
an explosion for draft beer in a bottle next year
(?)
THREATS
1. Entries of Budweiser, Miller (draft beer in a
bottle too…) plus strengthening existing
brands (H & T, Carslberg, San Mig…)
2. Being perceived as “mainstream” (?)
3. Bad reputation
STRENGTHS
1. Unique selling point: bottled draught beer
2. Outstanding packaging design
WEAKNESSES
1. Product performance problems: low
acceptance of taste, complicated serving,
GPD2F
2. Poor A&V plus inefficient PGs
3. Lack of expertise in urban areas
4. Damaged relationship with restaurant owners
46. 6
PG Overall Assessment
• Mobile squad
– Acceptable appearance
– Acceptable skills
– Acceptable product
knowledge
• Low morale
• Inconsistence in
– Capability
– Qualifications
• Poor appearance in
general
– Prettiness
– Outfit
47. 7
Solidified product knowledge
Solidified skill sets
Payment, incentive
New uniform
PG Bible
Mystery drinker
National roll-out
Clear criteria
of selection
THP PG Cavalry
To the best PG team in Vietnamam
Supported by Laser & Benthanh
49. 9
Sampling
“Extend this exciting mood”
• Objective:
– Re-establish the rapport
– Induce trials to convince consumers of Laser improved quality
– Feature the trendiness of Laser
• Scope:
– Hanoi, Haiphong, Danang, Nhatrang, HCMC, Vungtau & Cantho
– Selected restaurants / bars with good PGs
• Description:
– A free bottle of Laser upon request
– Free special Laser-branded mint-scented towels
– Record of personal info. as archive
– Tag-one promo: buy 3 Laser get 1 free
50. 0
Mystery Sponsor
“UnXpected refreshing moments”
• Objective:
– Induce trials & offtakes to build retention
– Feature the trendiness of Laser
• Scope:
– Hanoi, Haiphong, Danang, Nhatrang, HCMC, Vungtau & Cantho
– Restaurants with Laser PGs
• Description:
– “If you get “caught” drinking Laser, alone or with friends, you’ll
have a free party”
– A controlled consumer promotion
53. 3
Thematic Comms.
ATL, advertorials, PR, POSMs, SMS…
• Objective:
– Communicate Laser USP in different perspectives
– Build brand awareness & and associations
– Generate offtakes
• Scope:
– Hanoi, Haiphong, Danang, Nhatrang, HCMC, Vungtau & Cantho
• Description:
– Thematic TVCs & print ads
– Advertorials & PR to create the legend of a draft beer in a bottle
– SMS with Laser / beer jokes: send (20) messages get a Laser free
54. 4
Con. Promos
• Objective:
– Drive sales
– Build brand associations
• Scope:
– Hanoi, Haiphong, Danang, Nhatrang, HCMC, Vungtau & Cantho
• Description:
– Quiz solving
– UTC with prizes: winners can trade prizes on Laser Online Clubs
• A mood for sport: membership of sport center, VIP tickets
• A mood for fresh air: free trip
• A mood for fun: free beer, free party for 4
• A mood for shopping: membership of shopping center, free
coupons…
• …
56. 6
Mystery Guest
• Objective:
– Encourage support for Laser from owners, waiters/waitresses:
carry & recommend Laser
– PG audit
– Build image: feature the luxury, trendiness & sport of Laser
• Scope:
– Hanoi, Haiphong, Danang, Nhatrang, HCMC, Vungtau & Cantho
– Key restaurants, bars, billiards, coffeeshops
• Description:
– A group of classy or sporty-looking drinkers, business-like men/women
will ask for beer (no mention of brand). If Laser is recommended, cash
award will be secretly given later.
– A controlled trade promotion
58. 8
Integrated Comms.
TVC, prints, PR, POSMs, SMS…
• Objective:
– Create an ambience of an unique “Laser time”
• Scope:
– Nationwide
• Description:
– Thematic TVCs and print ads
– Advertorials and PR to create excitement
59. 9
May 1st
Summer Beer Fest
2006 theme: Draft Beer for Fresh Air
• Objective:
– Drive sales and maintain offtakes after launch
– Build a “lighthouse” identity by owning a day for beer
– Support the positioning “When you’re in a mood, have a Laser”
– Feature the luxury, trendiness & sport of Laser
• Scope:
– HCMC, East, West => Phanthiet (*)
– North => Halong (*)
(*) depending on current situation at time of event
• Description
– Beach / outdoor event for Laser beer fans – the true beer lovers
– How to participate:
• Drink more Laser: mobile Laser PGs will randomly visit restaurants and grant
entitlement to group of drinkers that consumes most Laser at that place and time.
• Other ways: collect crowns…
– A controlled and combined con promo and event
60. 0
Vietnam Dreamteam
“A mood for national pride, a mood for Laser”
• Objective
– Drive sales constantly during high & low seasons
– Bond tightly with target consumers
– Build image: an emphasis on the trendiness & sport of Laser
• Scope:
– Anywhere there’s a candidate for the Dreamteam,
recommended by the locals
• Description:
– Sponsor of Vietnam Dreamteam (soccer, snooker): best players
by vote of Laser drinkers
– Special matches / games / shows: Dreamteam vs. national
team…
61. 1
Games Sponsor
“A mood for sport, a mood for Laser”
• Objective:
– Drive sales
– Build image
• Scope:
– Hanoi, Danang, Nhatrang, HCMC
• Description:
– Watch a game, grab a Laser
– Branding at Phu Tho stadium (horse racing)
– Sponsoring sport column on Sport & Culture Newspaper
– Drink Laser to win VIP tickets for
• Special horse racing “champion league” in HCMC
• Motorbike racing events in HCMC or Danang
• Sponsoring national rowboat team at West Lake Hanoi
• Regatta in Nhatrang or Danang
63. 3
e-Marketing
• Objective:
– Become personally relevant to consumers
• Scope: nationwide
• Description:
– Coolest customizable email addresses
• yourname@xxxx.com.laser: hoang.nam@coolguy.com.laser
• Laser Online Club: www.laserbeer.com
– Be the first to know
– Exclusive Entertainment
– Exclusive Collectible Items
64. 4
Membership Privilege
• Objective:
– Drive sales and maintain running rate
– Tie personal relationship
• Scope:
– Hanoi, Haiphong, Danang, Nhatrang, HCMC, Vungtau & Cantho
• Description:
– Criteria of membership
• Subscriptions of Laser email addresses & Online Club
• Proofs of Laser purchase
• Purchase of Laser card (Laser’s currency: no real cash payment)
– Permanent access to important matches, games (especially
soccer) for Laser Premiere Membership Holders
– Membership of shopping, sport centers, clubs…
66. 6
Specific Actions
• Rebuild creative concepts for Laser
– Rationales for re-consideration
• Make sure problem-free product performance of Laser
• Re-arm PGs
– THP PG booklet Bible
– New outfits & accessories: dress, hats, boots,
handbags…
WEAKENESSES
The 1st & 2nd communication strategies were developed without a brand positioning
No single-minded message was found in both strategies
"Burnt girl" thematic TVC hasn’t undergone a critical step of a major relaunch: consumer test
"One step ahead" has failed
RI SKS TO FURTHER I NVESTI GATE
"Burnt girl" won't fit in new positioning for Laser in any way (once agreed)
This is time for Laser to convince consumers rather than challenge them by "Which one would you fall for?"
Execution of "burnt girl" may be problematic
67. 7
Budgeting for Laser
• The budgeting is to provide a gauge on the importance weight of
activities for Laser in next year by the percentages.
ITEMS Mil. VND %
Sales value 194,000 Alloc.
Tot al budget 70,000 8,500 12% 16,000 23% 20,500 29% 9,500 14% 9,500 14% 6,000 9% 100%
> Marketing (25.8%) 50,000 2,500 5% 10,000 20% 17,500 35% 7,500 15% 7,500 15% 5,000 10% 100%
> TrMar (10.3%) 20,000 6,000 30% 6,000 30% 3,000 15% 2,000 10% 2,000 10% 1,000 5% 100%
Loyalt y Ot hers
MARKETINGACTIVITIES 2006
WAR Soft launch Relaunch L-Signat ure
$12.1 m il.
