This document provides a marketing plan to introduce the Cass beer brand from Oriental Brewery to Vietnamese youth. It begins with an overview of Oriental Brewery and the Cass product line. Market research on Vietnam identifies Hanoi and Ho Chi Minh City as prime targets due to consumer demographics and trends. A survey of Vietnamese youth reveals social media and events as key areas for branding. The plan proposes launching sampling activities at universities and malls, sponsoring concerts and games, and utilizing guerilla marketing tactics like mobile stalls. The goal is to increase Cass awareness and trial among young Vietnamese.

1. Ali Babar, Anita Yuan, Iris Ma, June Hwang, Samantha Whynot
2016.04.21

2. • Brand Introduction
• Project Objective
• Market Evaluation: Southeast Asia
• Market Overview: Vietnam
• Specific Marketing Plan
• Conclusion

3. • Established in 1933, Oriental Brewery has remained the
leading Korean alcohol producer for more than 80 years
• OB exports 40 different brands to 30 countries around the
world
• OB’s success has been led by the growth of their CASS
product line which holds an estimated 55% market share in
South Korea

4. Dynamic
Pleasant
PassionateInnovative
Trendy

5. “ We serve to establish a
comprehensive strategy designed to
facilitate sales from local consumers in
overseas markets. The analysis of
potential markets will determine
feasibility of strategic implementation.
Using one potential market as a point
of reference, the proposed strategy is
used as a means of stimulating Cass
brand awareness, and changing local
consumer behavior.”

7. • Vietnam is an active Southeast Asian trading nation
• 3rd largest beer consumer in Asia right after China and Japan
• Vietnamese spend 5% of annual beer on beer
• High import taxes and duties for protecting local brands

8. Strengths
• Consumers are highly influenced by brands through
marketing campaigns
• Highly receptive consumer in the wealthy urban city
centers
• Increasing competitive pressure will drive dynamism
and growth in beverage sector
Weakness
• The wide income disparities between urban and
rural areas
• Local beer still dominates the market, competition
between international brands
• The infrastructure is still weak, as compared to other
countries
Opportunities
• Rising tourism will lead a positive impact on alcoholic
beverage sales
• Rising disposable incomes will bring new
opportunities for premium branded products
Treats
• Rising unemployment levels in the country will
influence consumer confidence
• A global trend towards health consciousness may
affect the sales of alcoholic beverages

9. • 80% of beer are consumed in bars and restaurants rather than at
home

10. • Affinity to Drinking Beer
Strong tradition
Beer is the preferred social beverage
Tropical climate
• Brand Preference
Loyal to local brands
Regional consumption
Premium beer market

11. • Customer Demographics
Majority age group: 25-34 years old
Majority consumption city: Hanoi and Ho Chi Minh City
Premium brands trend
• Recent Trend
Trade relations
Korean culture influence

12. • Asia Pacific Breweries
• Tiger
• Flagship brand of APB
• 25% of market share by volume
• Vietnam is the largest market for Tiger
• Specific marketing activities: “Tiger street football”, “UNCAGE”

13. • Heineken
• Young People and high income Vietnamese
• 20% of market share
Together 85% of premium beer segment

14. • Saigon
• Priced at low to medium level, 35% market share
• Owned by Sabeco Corporation, 40.6% as the Vietnamese market
leader
• Main Products:
• 333 premium and Saigon Special
• Main marketing activities: TV, newspaper
• Recently Campaign: Tet(Lunar New Year Experience) experience

15. • Sapporo
• Supported by the a joint venture with state-owned VNT
corporation
• Premium beer: double the price of top selling brand 333
• Focus on developing relationship with local retailers
• The only one to deploy representatives in stores and
supermarkets
• 800 promotion girls

16. • Geographic: Ho Chi Minh City, with a population of 7.2 million; Hanoi,
6.5 million hold the greatest potential for CASS
• Ho Chi Minh vs Hanoi: Consumers have less of a loyalty to local brands,
as compared to Hanoi, The city is located near the sea, importing a
number of foreign products, and attracting FDI. However, the number of
immigrants are increasing more in Hanoi
• Target Market: Our consumers medium to high income level group aged
between 20 to 30

17. Consumer Survey and its
Results
Question 1: How often do you drink beer?
When asked how often they drink beer, the
majority of Vietnamese youth responded “other”,
while 25% said 1-3 times per week.

18. Question 2: Where do you typically drink beer?
In order to discover where Vietnamese youth prefer drinking
beer, the above question was posed. The results show the
majority of respondents enjoy restaurants and events as
locations to consume beer.

19. Question 3: For what purpose do you drink beer?
An overwhelming majority of respondents drink beer for a social
purpose. This is in line with previously mentioned findings.

20. Question 4: How do you typically select a beer?
When selecting a beer, Vietnamese youth heavily rely on brand
name, as well as the recommendation of friends. This has huge
implications to Cass in their marketing strategy, as it is imperative
to build strong brand awareness and create word of mouth
advertising.

21. Question 5: Are you familiar with Cass beer?
Nearly half of the respondents were familiar with the Cass brand.
This is positive for OB as there is a general awareness of Cass
among Vietnamese youth. With this knowledge, we may now
issue more direct marketing strategies.

22. Question 6: Have you tried Cass beer?
Although in the above question it was seen that Cass was familiar
to Vietnamese youth, very few had actually tried the product. It
will be imperative for OB to give consumers the opportunity to
taste the product.

23. Question 7: What is the most commonly used Social Media
platform in Vietnam?
In order to assess the most popular means of online advertising
among Vietnamese youth, this question was asked. An
overwhelming number of respondents favored Facebook over
other social media platforms.
Question 8: What Apps do you use the most to contact friends?
Similarly to question 7, Facebook was deemed the primary
means of communication between friends. This becomes
important to OB in building brand awareness of Cass beer as
Vietnamese highly rely on word of mouth advertising.

24. Question 9: What are the most popular events Vietnamese youth
like to attend?
As social events are linked to drinking behaviours in Vietnam, this
question was posed to seek out the most popular events in the
area. Responses ranged from music events and concerts, to more
athletic events such as “Color Run” or sporting events.

25. Question 10: What kind of marketing activities for beer do you
prefer?
To consider which forms of marketing activities are well received
by Vietnamese youth, the above question was asked. Reponses
show that marketing campaigns and on the street marketing
generate the highest level of consumer response. Discounts and
Sponsorship also are well received.

26. • Activities
“Playable Music”
“Personalized Bottle”
“Selfie Challenge”
• Venue
Universities, big supermarkets and
shopping malls in Hanoi and Ho Chi Minh
City
• Promotions:
Posters in Restaurant
Promote for following activities

27. • Activities
K-pop show: 18.30-22.30
Vinahouse: 17.30-02.00
Beer(Games: Flip Cup)
• Venue:
Ho Chi Minh City “Pham Ngu Lao ”
in District 3
Hanoi Bia Hoi Junction
• Promotion:
CASS Vending Machine
CASS Beer selling plan
Selfie with CASS
CASS Beer Selling Plan
1 beer VND 15000
2-5 beers VND 13000
6-8 beers VND 11000
9-11beers VND 9000
More than 12 beers VND 7000

28. • Activities
“Guerilla Marketing”
CASS beer stalls
• Venue
Low population density area of Hanoi
• Promotion:
YouTube Live
Facebook event page
Billboards
TV channel: MTV