Competitor

Asian Pacific
30 breweries in 12 countries
in the Asia Pacific region
More than 120 beer

brands and beer variations
Main brands inculde
Tiger Beer
Main brands inculde
Anchor
Main brands inculde
Baron's Strong Brew

Main brands inculde
ABC Extra Stout

Main brands inculde
Archipelago Brewery
Company
• In Singapore in 1932
• One of the biggest beer brands
in the world
• Strict brewing process using
only the finest quality
ingredients => create Tiger’s
characteristic flavor.
2. RESEARCH
Tiger
ON
Saigon special
COMPETITI
Budwiser
COMPETITI
O Nspecial
Saigon
• Long-standing Brand
• "Vietnamese people
give priority to using
Vietnamese goods"
• Has penetrated into the
Budwiser
premium beer segment
• An improvement in taste
and eye-catching design
• 18%-27%
COMPETITI
ON
Budwiser
• World famous
American beer brand
• A unique taste
Saigon special
• Beautiful and
luxurious packaging
design
• Imported beer
• 6.7%
COMPETITI
O N advantage
Competitive
• Brand: Asia's beer brand and one of the
biggest beer brands in the world.
of Tiger Beer • Brand awareness: higher than the other
two competitors
• Market share: the largest market share
• Marketing: successful in inspiring the
Vietnamese young
Saigon special
• Flexibility: understanding, constantly

innovating and improving
Budwiser => Tiger Beer has a strong foothold and
Tiger
affirms its brand in the Vietnamese beer

market
PES TLE
SWOT
Political
• Government system: political stability

• Diplomatic alliances: 189/193 in United
Nations
• Human rights issues: quite poor
Political

Nations
Political

Nations
Political

Nations
Political

Nations
Political

Nations
3. SEGMENTATION
MARKET
Consumer Trend A N A LY S I S
• Foreign goods and drink alcohol
• Sold everywhere, easy to buy
• Customers trust and stick with familiar drinks
Market Size
• 95% of total alcoholic beverage consumption
in Vietnam
Growth rate
• Fastest growing beer markets
MARKET
A N A LY S I S
Market Share
Market volatility
• Decreased in 2020 but
increase in 2022
Market volatility
• Price sensitive
MARKET
SEGMENT
• Geographic segmentation: in the South and
Central regions
• Demographic segmentation: men over 18
years old with moderate to high income
• Psychographic segmentation: accept new
things, many relationships
• Behavior segmentation: high-end and
foreign goods, new beer
JOINT VENTURE:
VIETNAM MARKET
• Reduce the risks
• Take advantage of local raw materials
• The risks
• Expand the scope of business
4. ENTRY MODE CONCLUSI

E X P O RT I N G : • OinN
The leading market share
G E R M A N Y, the Vietnamese beer industry
• Heineken's joint venture
E• N G LtheA
Expand N D , .market
consumption . method to bring Tiger beer
M• Efficient
ARKETS into Vietnam is highly
• Play an active role
effective.
4. ENTRY MODE
PRICE
Price Strategy
• Bundle Pricing
VND 19,500 for a 330ml Tiger Lotus
VND 112,000 to own a pack of 6 cans
of Tiger Lotus
• Promotional Pricing: reduce 10%
on holidays
PRICE
Pricing method:
Competition-Based
Pricing
• Asia's No. 1 beer brand
• a high-quality product line
• a special beer version, only
for the Vietnamese market
PLACE
Price Strategy
• Offline: all over the country (large
supermarket chains, Convenience
store systems, grocery stores,
retailers to vending machines,...)
• Online: Official Website, shopee,
lazada, tiki,...
Time utility
Offline:
• Supermarkets: 8:00 a.m. to 10:00
p.m. daily
• Convenience stores: 24/24
Online:
• Delivery time: 2-4 days
Form utility
• Offline: easy and convenient
• Online: The interface of websites
selling products is simple
Information utility
• Offline: ask questions directly to
staff at agents and retailers
• Online: hotline, website,
Facebook, Instagram
PRODU Physical product core
CT Product platform
• 5 main ingredients
• has a typical light scent of lotus
Functional features
• A drink rich in vitamins B3, B5, Acid
folic
• Contains a large amount of vitamin C
• Reduce stress, reduce the risk of heart
attack and stroke
PRODU Product package
CT Package
• tall, slim cans with a luxurious silver-
gray color
• The packaging background is the
image of the mountains and the plains
of Vietnam, along with the keywords
"Vietnamese Identity" and
"Traditional"
• an orange tiger with its head raised
• The information on the cans of Tiger
Lotus meets the prescribed standards
PRODU Product package
CT Label: Contains brand name, product name,
nutritional ingredients, product barcode, net
volume, brand name
Brand name
• First launched in Singapore in 1932
• Present in more than 60 countries
Trademark
• 1997: Asia Pacific Breweries
• 2012: Heineken acquiredAsia Pacific
Breweries.
PRODU Support services
CT Website, Hotline, Facebook, Instagram
BCG portfolio matrix

• Tiger is the brand with the largest market
share in the consumed beers in the
market
• An average growth rate of 6.6% over 6
years, far exceeding the global rate of
0.2%
• The new product Tiger Lotus has
absolutely potential for development and
growth in the Vietnamese beer market.

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Competitor

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Asian Pacific

More than 120 beer

Baron's Strong Brew

ABC Extra Stout

• Flexibility: understanding, constantly

affirms its brand in the Vietnamese beer

• Government system: political stability

• Government system: political stability

• Government system: political stability

• Government system: political stability

• Government system: political stability

• Government system: political stability

4. ENTRY MODE CONCLUSI

BCG portfolio matrix

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