TABLE OF CONTENT

I. EXECUTIVE SUMMARY 8
II. INDUSTRY CURRENT INNOVATION ANALYSIS 9
1. Heineken 0.0 9
2. Heineken 9
3. Comparison between two innovations 10
III. CURRENT MARKETING ANALYSIS 11
3.1 Market Overview 11
3.2 7P’s Analysis 11
3.3 SWOT Analysis 15
3.4 Perceptual Positions 17
3.5 Target Market 18
IV. CURRENT MICROECONOMIC ANALYSIS 19
4.1 PESTLE Analysis 19
4.2 Market Business Analysis (Supply & Demand) 21
4.2.1 Demand Analysis 21
4.2.2 Supply Analysis 22
V. PROBLEM IDENTIFICATION 23
VI. THE NEW INNOVATION 24
6.1. The New Innovation 24
6.2. New Target Market Profile 24
VII. THE NEW MARKETING MIX STRATEGY 26
VIII. REFERENCES 28
IX. APPENDICES 33
 I. EXECUTIVE SUMMARY
Facing the increasingly high alcoholic beer consumption and the negative effect of
beer production on the environment, our group discovered a new innovation that
focuses on a product named Heineken 0.0 in the Vietnamese market. Despite
superior health advantages, the current non-alcoholic variant like Heineken 0.0 still
has plenty of challenges as it has an unattractive taste, which leads to its limited
market share. Accordingly, this project was formed to enhance the quality of this
product and deal with customers' taste concerns, as well as to surely fit customers'
preferences. Therefore, it is predicted to have a positive shift in customers' behaviour
in order to reduce beer consumption and its negative impact on the environment.
Through the marketing mix, Heineken 0.0 is expected to become an appealing
choice and promote health awareness and product sustainability in the Vietnam beer
market.
 II. INDUSTRY CURRENT INNOVATION ANALYSIS

1. Heineken 0.0
According to the research's result of Heneiken in Vietnam, more than 80% of
participants stated a desire for more products that promote a balanced and healthy
lifestyle, indicating that Vietnamese people increasingly value responsible alcohol
consumption and living a healthy, balanced existence; therefore, Heineken has
chosen Vietnam as the 58th country for their Heineken 0.0 beverage in March 2020
after three years first launching in the Netherlands (ONLINE, 2020). More
specifically, with a unique formula derived from a delicate vacuum distillation process
that gently removes alcohol content and only 69 calories per 330ml bottle/can, it can
be asserted that Heineken 0.0 is a drink that meets the trend of healthy living in
Vietnam while also allowing consumers to enjoy the taste of beer at any time without
being affected by alcohol content (Tien Phong, 2020).

2. Heineken
Also, Heineken launched the virtual space event series called Starverse Party to
promote the Starverse mobile game platform. Specifically, as an early adopter of the
Metaverse, it can be said that this is a surprising move for Heineken (VEGvn, 2022).
As a result, to easily reach the Gen Z audience, Heineken organized a series of
offline activities combined with exciting online elements at the Starverse Party held
at Crescent Mall (District 7, Ho Chi Minh City) (BRANDSVN, 2022). The event was
invested on a large scale, with an impressive stage design featuring the dominant 3D
Mapping images of the familiar green beer bottle and red star of Heineken (VEGvn,
2022). Heineken provided attendees with the opportunity to enjoy themselves in
mesmerizing laser performances, combined with sound, light, and new virtual reality
experiences. Furthermore, Heineken stirred up the excitement of the stage by
offering various exciting activities through the Heineken Starverse organizers, such
as the chance for attendees to enjoy refreshing beer, directly experience engaging
virtual reality games on the Starverse application, and have the opportunity to win
attractive prizes at the event (Golf&life, 2022). As a result, Heineken successfully
provided an exciting experience for attendees to immerse themselves in the gaming
world, leaving a vivid and unique impression of Heineken in the minds of consumers.

3. Comparison between two innovations

Both campaigns, the launch of Heineken 0.0 and the rollout of the virtual space
event series named Starverse Party have achieved specific successes, meeting
the set objectives. In particular, the Heineken 0.0 product launch campaign has
attracted a large number of consumers, especially those interested in a healthy
lifestyle. The product has gained widespread recognition, with Google searches
for Heineken 0.0 increasing 5 times. Its uniqueness lies in its adaptability to the
trends of modern society. As the demand for balanced and healthy lifestyles
grows, Heineken introduced the non-alcoholic product to meet customer desires
and maintain a strong market position. On the other hand, the launch campaign
of the Starverse mobile game platform has also attracted the attention of a large
number of young people. After the campaign, the number of users downloading
the Starverse game platform increased 3 times. Heineken has innovated in
strongly applying Metaverse technology, creating a game platform that brings
virtual experiences to target customers who are GenZ. Two campaigns reflect a
shift in Heineken's mental model from being just a manufacturer of alcoholic
beverages to becoming a provider of delightful experiences that appeal to a wide
range of consumer interests. Beyond standard marketing tactics, the organization
is embracing experiential marketing, providing events and encounters that
connect with customers on a deeper level. The success of the two campaigns
demonstrates Heineken's ability to adapt to changing customer preferences.
Heineken presents itself as a forward-thinking brand that prioritizes innovation
and consumer involvement by analyzing and responding to new trends.
III. CURRENT MARKETING ANALYSIS

3.1 Market Overview

In the non-alcoholic beer market in Vietnam, Heineken 0.0 is an impressive
innovation with a 0% percentage rate of alcohol and signature taste. According to
Tuổi Trẻ (2020), this product is positioned as a larger beer option with low calories,
which serves those who have high awareness about taking care of their health.
Indeed, it proposes an easier way to achieve a healthier life and satisfies the
demand for non-alcoholic substitution. Other competitors like Steiger and Satgota
also contribute to the developing context by proposing a variety of unique functions.
For Steiger, this brand can highlight specific brewing techniques, while e Sagota
might focus more on regional preferences. In addition, the worldwide non-alcoholic
beer market is developing, which is forecasted to reach $25 billion by 2024 (Igomen,
2020) can create many chances for competitors to tap into changing consumer
preferences.

3.2 7P’s Analysis

Heineken Sagota Steiger

Product - Including 5 - Including 6 product - Including 5

product lines: lines: Sagota product lines:
Heineken, Premium, Sagota Steiger Premium
Heineken 0.0, Light, Sagota Gold, Lager, Steiger
Heineken Silver, Sagota Không Cồn Dark Lager,
Heineken Silver (Non-Alcoholic), Steiger Radler,
Radler, Heineken Sagota Lager and and Steiger
0.0 Radler. Sagota Pure. Once Non-Alcoholic.
recognized as the Steiger also has
world's most several other beer
delicious beer when lines, produced
winning the Grand seasonally or for
Prize at the World special occasions.
Beer Awards:
Sagota Lager WBA
2017, Sagota
Non-Alcoholic WBA
2018, and Sagota
Pure WBA 2019.

Price - The price of - The price of Sagota - The price of

Heineken beer is beer falls within the Steiger beer is
located in the average range of considered very
high-end segment the overall beer high, in the
of the general market in Vietnam, high-end segment
beer market in higher than some of the general
 Vietnam, aimed at domestic brands beer market in
customers with but lower than Vietnam.
middle-income or certain imported Compared to
higher and wants ones. domestic beer
customers to be brands, the price
aware that of Steiger beer is
Heineken beer is a much higher.
premium beer.

Place - Heineken - Widely distributed - Distributed in

dominates the in supermarkets, supermarkets,
market and is convenience convenience
widely distributed stores, restaurants, stores,
in supermarkets, eateries and bars restaurants,
convenience nationwide eateries, and bars
stores, nationwide.
restaurants, and - Distributed on
bars nationwide. e-commerce
platforms (Tiki,
- Earned very high Lazada, Shopee,
profits from Sendo)
distribution on
e-commerce
platforms (VN
Express, 2020)

Promotio - Famous for its - Sagota Beer has - Sponsor for the
n promotional deployed many event "Vietcaravan
strategies advertising and Auto
combined with communication Forum"(Vietcaran,
distribution campaigns to raise 2016).
channels, such as consumer
the "Buy 1 Get 1 awareness of the
Free" program brand and
with Shopee products, such as
(Appendix B), the "Sagota - Bia
“GIỜ VÀNG của người Việt"
HEINEKEN: Lắc campaign in 2020,
Xì đón xuân, tân the "Sagota - Bia
niên bừng sắc” của mùa hè"
with Momo campaign in 2022.
(Momo, 2021).
People - The customer - Strict standards for - Invests in
service the training and employee training,
department abilities of workers development, and
supported cultural integration
customers if they - In the field of sales, to a
had any problems duties might be customer-centric
with the product. distributed based workforce.
on clients, goods,
- Teams work with or regions. This - Providing
materials suppliers arrangement allows responsive
to maintain or consumers to customer service
improve the establish a rapport through
quality of the final with the account multilingual
product produced. manager. support, complaint
handling, and a
- Teams from retail focus on
stores support consumer
customers on-site. feedback.

Processe - Retail - Manage distribution - Maintains an

s establishments channels and efficient order
have systems to supply chains very fulfilment process,
alert them of carefully to ensure ensuring timely
inventory levels to product quality. delivery of
ensure that items products to
are constantly - Implements a CRM distributors and
available. system to track retailers across
customer Vietnam.
- Online orders, interactions,
once saved on the preferences, and
system, will be feedback.
shipped from the
nearest
warehouse to the
delivery service
provider.

Physical - Most Heineken - There are "Sagota - The distinctive

Evidence products are beer halls" in small black cans and
exhibited on provinces and big glass bottles are
(Appendi specially cities. Staff easily identifiable
x C) constructed sales members are as Steiger
shelves. Easy to dressed in blue products.
catch in eateries uniform shirts with
and bars about the company
Heineken LED symbol printed on
advertising signs
 and Heineken them to draw
beer towers. attention.

3.3 SWOT Analysis

Heineken Sagota Steiger

Strengths - Having a strong - First-mover - Diversity in

brand advantage by product flavours
resonance as a launching
global non-alcohol - Long-standing
high-reputation beer products brand in Europe
beer brand first in the with the existing
domestic more than five
- Building various market hundred years
potent
marketing and - Clearly - Having a
media understanding sustainable
promotion the taste of local position in the
people Beer & Beverage
segment
- Received high
appreciation
from experts
(mentioned in
7Ps)

Weaknesses - Limit in product - Not much - High price

flavours marketing and offering: about
advertisements 500.000VNĐ to
invested 1.000.000VNĐ for
a barrel of
- Only one flavour twenty-four beer
is available cans

Opportunities - Gaining the - Receiving - Ability to reach

attraction of favours for its female consumers
target audience beer taste and with its unique
brand-trustworth fruity beer
y flavours

Threats - Intense - High possibility - Can be hard to

 competitive as of being reach the
being late in the dominated by attention of local
market imported brands consumers due to
penetration with its high price and
its non-alcohol new brand in the
beer products Vietnamese
market

3.4 Perceptual Positions

The perceptual position map above demonstrates the position of three non-alcoholic
beer brands, including Heineken, Steiger, and Sagota, at two variables - price and
quality in the Vietnamese market. In detail, Heineken seems to be offering a
high-price product (mentioned in 7P's) that has not satisfied consumers with its
quality yet. Accordingly, more than three-quarters of respondents said the flavour of
Heineken's non-alcoholic beer was not among their preferences (Appendix A).
Meanwhile, at a competitive price, Sagota meets the Vietnamese tastes better as a
domestic beer brand. As a result, 44 out of 70 participants rated this local brand as a
second rank of the highest quality among the three mentioned beer brands, based
on the flavour of its product that brings them positive experiences (Appendix A).
Besides, the brand gained several awards for its best product taste in 2018,
satisfying the experts and consumers when it first launched (mentioned in 7P's).
Furthermore, Steiger is a formidable competitor in the market as a long-standing
beer brand from Czechoslovakia. Despite its high price (mentioned in SWOT), more
than half of the contributors rated the brand outstandingly, ranking it first for best
quality and best tasting beer in their perception (Appendix A). Therefore, it leads to
Heineken needing to consider improvements in the taste of its products to bring the
brand competitiveness in the market and attract more consumers.

3.5 Target market

In the dynamic landscape of the beer market, three prominent brands, Heineken
Zero, Sagota non-alcoholic beer, and Steiger beer 0% alcohol, each carve a distinct
niche within their target markets. According to UK Essay (2019), Heineken Zero
strategically targets health-conscious drinkers, aligning with the rising trend of
responsible choices and lower-alcohol alternatives. Sagota caters to a diverse
audience, from health-conscious consumers to designated drivers and athletes,
offering a non-alcoholic beer experience rooted in cultural and social traditions (Nhân
Dân, 2020). According to Luca (2020), Steiger beer, 0% alcohol casts a wide net,
appealing to those abstaining for personal or health reasons, responsible drinkers,
and trend-following younger consumers, establishing itself as a versatile choice in
the evolving world of non-alcoholic and low-alcohol beverages.
IV. CURRENT MICROECONOMIC ANALYSIS

4.1. PESTLE Analysis

PESTLE HEINEKEN

Political Vietnam is a promising market with a stable political

environment for a positive growth outlook, besides, Vietnam
is also participating in economic organisations such as
ASEAN, WTO, etc (Thanh Huong Tra Nguyen, 2019).

Economic Currently, Heineken operates six factories in Vietnam's three

main regions. The value chain accounted for 1.04% of the
nation's GDP, or 72.7 trillion VND, in economic contributions.
Furthermore, Heineken controlled 44.4% of Vietnam's beer
market in 2021—the biggest share (Tri, 2023).
Vietnam, one of Heineken's main markets, is experiencing a
downturn in the worldwide demand for its exports, which
negatively impacts the company's performance (Blenkinsop,
2023).
Over the following ten years, Heineken intends to invest a
further US$ 500 million to grow the manufacturing operation
(Kim 2022).

Sociological Heineken launched many strategies and campaigns such as

“Drink, Don’t Drive”, “Know the signs”, and “Share the Sofa”
to promote responsible drinking and protect the community
(Ai Tran, 2022).

Technological Automation and information technology, such as Artificial

intelligence (AI) and the Internet of Things (IoT) has been
focused on reducing outsourcing in the operational process
(Tuan & Thapa, 2020).

Legal On January 1, 2020, new regulations were passed by the

National Assembly (Saigoneer, 2019):
- Drivers with a blood alcohol concentration higher than
50 mg/dl would not allowed to use vehicles on the
road
- Teenagers under 18 are banned from manufacturing,
distributing, selling and advertising alcoholic
beverages.
- Drinking advertisements on radio, broadcasting and
 print media are prevented from 6 pm - 9 pm.

Environmental Climate Actions

Beer's total carbon emissions (kg CO2eq/hl) are 87% lower
than in 2018. Keep all six brewers' waste in landfills at zero
(Heineken-Vietnam, 2022).
Resource efficiency:
Switching from a "take-make-waste" to a
"eliminate-circulate-regenerate" paradigm in which the
circularity of goods is maximized (Heineken-Vietnam, 2022).
Nearly all of HEINEKEN Vietnam recycled or reused items
such as cardboard, metal, plastic, and paper up to thirty
times before sending them back for processing. All its
wastewater is cleaned to Grade A, meaning it may be safely
recycled or reused (Heineken-Vietnam, n.d.).

4.2 Market business analysis (Supply & Demand)

4.2.1 Demand analysis

Beer is the alcoholic beverage

that is consumed the most in the
world. Recently, Vietnamese
people have always been at the
top of the highest drinking
population compared with other
countries. Annually, Vietnam
consumes 3.8 million kiloliters of
beer, taking around 2.2% of beer
consumption in the world (Celina,
2022).
The beer industry developed in
Vietnam with many advantages.
This attractive market is
dominated by some big companies such as Sabeco, Heineken, Habeco, and
Carlsberg.
According to VIRAC, GSO, the demand for beer in Vietnam from 2017 increased
steadily and reached a peak of 4,6 billion litres in 2019 - before the lockdowns of
covid-19 at the end of 2019. The severe effect of COVID-19 not only heavily
impacted the industry operation and GDP but also raised the awareness of health in
consumer’s perception. Besides, Decree 100 about zero tolerance was enacted at
the beginning of 2020 to prevent people from drunk driving under the influence,
consumers more carefully consider their beer selection when consuming alcoholic
beverages. For those reasons, the demand curve shifts to the left (Appendix C). To
modify the demand curve, beer companies have to remain or lower the price to push
sales (BSecurities, 2021), so that the curve shifts from the left to the right. However,
those obstacles also open many opportunities for non-alcoholic brand beer, which is
suitable for legal use and for consumer health.

4.2.2 Supply Analysis

Compared with pre-pandemic, the production capacity level of alcoholic beverages
now decreased by nearly 20% (Do Huynh Lam Thinh, 2023). In the first 6 months of
2023, the sales volume decreased 5,6% compared to 2022. According to the CEO of
Heineken, although the sales revenue increased significantly, the operating profit
has fallen since companies have to increase the price to deal with inflation and shift
the supply curve to the right (Appendix D). Furthermore, Heineken Vietnam
constantly maintains stringent quality control over every step of the production
process, from raw materials to brewing to packaging and storage, before releasing a
product into the market (Báo Thanh Niên, 2022). However, since Russia and Ukraine
are two of the biggest exporters of grain worldwide, production prices have
skyrocketed as a result of the conflict in Ukraine (David, 2023). For the combined
reasons, Heineken is facing many challenges to maintain the supply as expected
due to higher input costs (Phillip Blenkinsop, 2022). This economic crisis situation
also has negative influences on the general beer industry, requiring companies to
have adequate strategies to modify the supply curves.
 V. PROBLEM IDENTIFICATION
However, throughout the distribution of various channels and promotions, Heineken
0.0 still seems not to suit the tastes of Vietnamese people. Specifically, according to
the 70-individual survey conducted (which will be described in detail in Appendix A),
respondents admitted that they chose to drink Heineken 0.0 because they wanted to
explore new flavours (40%) as well as be healthier with non-alcohol beers (44.3%);
However, 40% of participants expressed their hesitation to continue consuming
Heineken 0.0. To be specific, 70% of respondents expressed their dissatisfaction
with this product due to its taste, and they rated the taste of Heineken 0.0 only at
levels 1 and 2, which is not their preferred flavour.
This also proves that Heneiken 0.0 is facing the common problem of being a
non-alcoholic beer, which is explained by Cafebiz.vn (2014), the main cause of the
change in taste here is the alcohol removal process, especially for the heat method.
The flavour and aroma of hops and barley barely survive the thermal alcohol removal
process. This explains why it's impossible to find a non-alcoholic beer with a flavour
similar to traditional beer.
Also, 75.7% of participants shared that Heineken 0.0 should innovate its taste
Therefore, Heineken 0.0 must discover the optimal method to enhance itself, and
this will be discussed in detail below.
VI. THE NEW INNOVATION

6.1 The New Innovation

Regarding the established issues in current innovation, a new innovation strategy will
be conducted to provide a better understanding of solutions. As illustrated in the
problem identification, the company is facing a problem during the alcohol
elimination process. Due to this problem, Heineken should consider creating
innovation in its non-alcohol flavour to improve the taste of beer. Specifically, the
company can utilise flavour to mimic the beer taste or add fruit flavour to the
non-alcohol beer. Therefore, the company can enhance customer experience with
non-alcoholic products and make purchases. Along with this, Heineken may increase
competitiveness in the market and overcome its rivals. It should be noted that the
alcohol removal process is necessary to remain in order to ensure the actual alcohol
concentration of its product.
The unpleasant flavour of Heineken 0.0 also caused another issue related to
customers' behaviour toward non-alcoholic beer in general. It is undeniable that the
Heineken 0.0 beer is not receiving high favour from consumers which does not
generate great profit for the company. For this reason, new marketing strategies
should be implemented to create higher engagement and educate consumers about
healthy lifestyles. By doing this, Heineken could be able to attract customers and sell
its non-alcoholic products more effectively. On the positive side, the company also
contributes to a sustainable society by encouraging individuals to use non-alcoholic
beer as an alternative.

6.2 New Target Market Profile

In response to the identified deficiency in the Heineken 0.0 (non-alcoholic)
innovation, our team advocates for a strategic realignment aimed at targeting a
specific market segment to augment product appeal and cultivate consumer
engagement. The predicament is rooted in the suboptimal flavour of Heineken 0.0,
which adversely affects consumer preferences and, consequently, impedes market
success.

To surmount this challenge, our team proposes a methodical approach involving the
introduction of the innovative non-alcoholic beer variant to individuals with a proclivity
for health-conscious choices and those seeking a palatable substitute for traditional
beers. The delineation of the new target market profile is centred on individuals who
prioritise a healthy lifestyle, value refined taste, and exhibit receptivity to
non-alcoholic beverage alternatives.

This demography comprises health-conscious millennials, enthusiasts of physical

fitness, and individuals seeking alternatives to alcoholic beverages for a spectrum of
reasons, including designated drivers, expectant mothers, and those who express a
preference for non-alcoholic options without compromising taste. By concentrating
efforts on this discerned segment, Heineken endeavours to establish a specialised
market appreciative of the superior taste of Heineken 0.0 while concurrently aligning
with their health-conscious values.

The ensuing marketing strategy will accentuate the product's elevated flavour quality
in consonance with the discerned preferences of the target market. In addition,
educational campaigns will be instituted to heighten awareness regarding the
advantages associated with selecting non-alcoholic beer, thereby advocating for a
healthy lifestyle and contributing to societal sustainability. This targeted approach not
only redresses the flavour-related impediment but also situates Heineken 0.0 as a
discerning choice transcending conventional beer consumption, rendering it
attractive to a broader demographic and fostering a positive brand image.
VII. THE NEW MARKETING MIX STRATEGY
● Product
Focus expanding new tastes for Heineken 0.0 line. Start research on Vietnamese
consumers’ preferences about their expectations on new beer flavours. Besides,
consider innovating new packaging for new products to attract new target customers
and differentiate from other beer brands in the market.
● Price
Set an affordable price that is on average the market around 16,000 - 19,000 VND is
likely to ensure achieving the company’s goals. This price range allows Vietnamese
consumers to be able to afford the product and the company to avoid low-buying
rates due to the low GDP of Vietnam.
● Promotion
Heineken can create new promotional strategies by implementing advertisements
and collaborating with F&B firms to educate consumers on healthy lifestyles and
raise awareness of the new non-alcohol benefits. Therefore, new demand for the
products could be generated. Additionally, the company should consider using
multiple marketing channels to increase the effectiveness of its promotion.
● Place
To make the products available and popular to the target audience, distribution
channels should be in the form of both physical and online channels. The new
products can be distributed to online food businesses on food delivery apps like
GrabFood, Loship, Baemin, or ShopeeFood. Moreover, Heineken can also distribute
non-alcoholic beer in local restaurants to gain more audience’s attention.
● People
Employee training programs might be operated to provide practices for a deeper
understanding of new product launches. Work on internal organization first to ensure
employee’s skills, attitudes, and how they interact with customers. Most importantly,
training and development programs are necessary to be reviewed and adjusted
based on business objectives, customer behaviour and market dynamics.
● Process
Identify which areas the company can improve or replace to enhance operational
efficiency. The inventory management should be streamlined by a new technical
system for a lean process. Furthermore, Heineken must adapt different methods to
enhance overall customer experiences.
● Physical evidence
To attract the target audience effectively, the products should be displayed at front
stores in supermarkets or restaurants. In addition, Heineken can create its mascot
for the new launch to support the product, increasing audience attention and brand
image.
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IX. APPENDICES
Appendix A - Questions and findings from the survey
A survey was executed in two days (25th - 26th Nov 2023) to determine Vietnamese
perception of Heineken 0.0 and its rivals. Specifically, it consisted of 70 respondents,
equally divided by both genders in three distinct age groups from 18 to 35. Aside
from that, more than 90% of participants admitted that they had tried non-alcoholic
beers to join this survey.
DEMOGRAPHIC
Heineken's Problem Identification
Heineken's Innovation
The consumers’ experience on the quality of other non-alcoholic beer brands
in the Vietnamese market
Appendix B - Online promotions of Heineken 0.0
Appendix C - Physical evidence of three non-alcoholic beers

Heineken 0.0

​
SAGOTA

Steiger
Appendix D - Supply and Demand in the market