P & T Group

3. Promotion Solution

 

a. Current promotion situation:

 

"Not the best but full of potential"

According to research and survey in 2012, Habeco with bottle beer is the second brand name called out (20.5%), only after the market leader in beer industry Sabeco (40.4%). However, although standing at the second place, rating from the first even double the second. With recognition without support tool (colum 2), Habeco is only recognized at 18.7%. This fact partially showed us that Promption campaign from Habeco is not really effective for people, especially its target customer. Even in terms of frequency of beer consumption in Vietnam (chart 2), Habeco accounts for 21% only (surpassed by Heineken at 37.7%).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

b. Alternative Analysis

Upon the fact above, one more solution for HABECO to consider is to widen and strengthen its promotion campaign.