Laser brandplan

Brand PlanBrand PlanLaser BeerLaser Beer

2

Contents

• Setting the Directions…– 3-year roadmap, brand vision

• Objectives

• 2006 Strategies

• Business Review

• Situation Analysis

• Issues & Opportunities

• Detailed Executions

Setting theSetting theDirections…Directions…

Setting the Directions…

Objectives

2006 Strategies

Business Review

Situation Analysis

Issues & Opportunities

Detailed Executions

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

5

Brand Vision

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 TaglineWhen you’re in a mood, have a LaserLaser – Every mood of life

Competitive Set

Competitive Set

Target Consumers

Target Consumers

Reasons to believe

Reasons to believe

BenefitsBenefits

7

Campaignability Analysis

8

Key DescriptorsBuilding a “lighthouse” identity

• Heineken– luxury, maturity,

sophistication

• Laser– luxury, sport, trendiness

• Tiger– muscle, boldness, wild

9

Perceptual Map

Premium

Mainstream

Local Int’l

Tiger

Heineken

San Miguel

Carlsberg

Fosters

Guinness

Kirin

Singha

Budweiser

Stella

Miller

Saigon

Hanoi

BenThanh

bjectivesbjectives


Objectives

2006 Strategies

Business Review

Situation Analysis


Detailed Executions

11

2006 Objective Statement• Revitalize Laser beer…

• to transform it from an underperforming brand…

• into a sustainable brand permanently.

12

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

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 GrowthSales 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 Growth Size Assumptions on LaserVol. sales ('000L) 2% 790,500 Aver. running rate '05 (crates/month) 13,000Val. 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

TARGETS 2006 GrowthSales 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 Growth Size Assumptions on LaserVol. sales ('000L) 2% 790,500 Aver. running rate '05 (crates/month) 13,000Val. 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

TOTAL BIZ GROWTH 650% RATIONALESConverted drinkers 400% New drive in distribution expansion and visibility improvement

Hanoi 250% Low fragmentation market, Heineken-skewed marketHCMC 100% No negative perception towards Laser

Central 50% Tourism hubs with wealthy foreign & local travellers

Newly recruited drinkers 200% Beer starters, bar goersHanoi 100% Image-driven consumers, products from Saigon associated with trendiness, style

Central 50% Products from Saigon has an aspirational, upscale image, affordability issuesHCMC 50%

Increased consumption level 50% Beer volume growth remains low, people pay more not drink moreof current Laser drinkers

TOTAL BIZ GROWTH 650% RATIONALESConverted drinkers 400% New drive in distribution expansion and visibility improvement

Hanoi 250% Low fragmentation market, Heineken-skewed marketHCMC 100% No negative perception towards Laser

Central 50% Tourism hubs with wealthy foreign & local travellers

Newly recruited drinkers 200% Beer starters, bar goersHanoi 100% Image-driven consumers, products from Saigon associated with trendiness, style

Central 50% Products from Saigon has an aspirational, upscale image, affordability issuesHCMC 50%

Increased consumption level 50% Beer volume growth remains low, people pay more not drink moreof current Laser drinkers

Primary Source of BizIn 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

Primary Source of BizIn order of anticipated contribution to the total growth

Total Males Aged 18-45TNS Snapshot | Q1-04Total Males Aged 18-45TNS Snapshot | Q1-04

Drinkers

20%Non-

Drinkers

80%

Hein+Tiger

4%Other

s3%

Saigon

8%

Hanoi5%

Laser sources of converted drinkers and increased consumption level

Laser sources of upgraded drinkers

BenThanh sources of converted drinkers

Beer Brand SharesRA Share of Throats | Aug-05Beer Brand SharesRA Share of Throats | Aug-05

16

Laser Brand KPIs20042004

85

47

38

7

1

TOM Spont.

55%

14%

Nov-05Mar-06Nov-05Mar-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, refreshingNew 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-06Dec-06Mar-06Dec-06

8515

47

38

12

6

TOM Spont.

55%

26%

20062006StrategiesStrategies


Objectives

2006 Strategies

Business Review

Situation Analysis


Detailed Executions

18

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

ACTIVITIES OBJECTIVESProducts

Adjustments on product performance (right bitterness, no GPD2F…) For easy acceptance & readiness to go nationwideNew formula (e.g super dry…) to communicate (on bottle, media…) To refresh Laser & create an innovative imageSix-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

PricePrice increase to 8,000VND/bottle To improve profitability to cope with fierce competition in long haulOne price nationally Better portfolio management

PlaceEasily available nationwide, with focus on weighted distribution To accommodate hi-growth in next years, better ROIsRelevant A&V (weighted distribution focused, restaurants...) To enhance Laser image360o presence as an integration with ATL campaign To maximize relevant A&V, explore new channels, enhance Laser imagePenetration into modern trade (supermarkets & Metro system) To maximize relevant A&V, explore new channels, enhance Laser imageWAR Campaign: PGs improvement To strengthen connections with consumers & restaurant owners

PromoTightly linked to communcation theme To single-mindedly hammer Laser's USP, establishing Laser's ownershipMore BTL activities More direct contacts with consumersMore brand activations More interactions with trade & consumers

ACTIVITIES OBJECTIVESProducts

Adjustments on product performance (right bitterness, no GPD2F…) For easy acceptance & readiness to go nationwideNew formula (e.g super dry…) to communicate (on bottle, media…) To refresh Laser & create an innovative imageSix-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

PricePrice increase to 8,000VND/bottle To improve profitability to cope with fierce competition in long haulOne price nationally Better portfolio management

PlaceEasily available nationwide, with focus on weighted distribution To accommodate hi-growth in next years, better ROIsRelevant A&V (weighted distribution focused, restaurants...) To enhance Laser image360o presence as an integration with ATL campaign To maximize relevant A&V, explore new channels, enhance Laser imagePenetration into modern trade (supermarkets & Metro system) To maximize relevant A&V, explore new channels, enhance Laser imageWAR Campaign: PGs improvement To strengthen connections with consumers & restaurant owners

PromoTightly linked to communcation theme To single-mindedly hammer Laser's USP, establishing Laser's ownershipMore BTL activities More direct contacts with consumersMore brand activations More interactions with trade & consumers

Marketing Mix

20

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 PullTrade Push

Pull + Pushcovering

StrategyConsumer promos to [1] communicate, [2] drive sales & [3] support A&V, PG & coverage improvement

StrategyATL + BTL burst to trigger explosion for draft beer in a bottle

StrategyConsumer promotion with ATL support to build image

21

2006 Master CalendarKey milestones

1. Above the line Jan-06 Feb-06TVC Thematic Thematic +Print Ad Thematic TacticalOutdoors$Others Advertorials

2. Below the linePR Bottled draft beer tech, THP Vietnam Dreamteam: soccer, snookerSponsor/Event Special matches / games / showsSampling JustificationCon. Promo Myst. Sponsor Quiz solving, UTC Membership PrivilegePOP/POS Tactical Promo + ThematicOthers Relationship, PG Cavalry Co-branding, Myst. Guest e-Marketing

Regionality SeasonalityWAR Campaign Nationwide TetSoft-launch Campaign Nationwide theme, localized operations TetRe-launch Campaign Outdoor/beach events, different activities for different areas Hottest months in yearLaser Signature Campaign Localized events, talents from different towns Hot month & holidayLoyalty 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 - SummerBeer Fest - "Draft Beer for Fresh Air"

Horse,motor racing

1. Above the line Jan-06 Feb-06TVC Thematic Thematic +Print Ad Thematic TacticalOutdoors$Others Advertorials

2. Below the linePR Bottled draft beer tech, THP Vietnam Dreamteam: soccer, snookerSponsor/Event Special matches / games / showsSampling JustificationCon. Promo Myst. Sponsor Quiz solving, UTC Membership PrivilegePOP/POS Tactical Promo + ThematicOthers Relationship, PG Cavalry Co-branding, Myst. Guest e-Marketing

Regionality SeasonalityWAR Campaign Nationwide TetSoft-launch Campaign Nationwide theme, localized operations TetRe-launch Campaign Outdoor/beach events, different activities for different areas Hottest months in yearLaser Signature Campaign Localized events, talents from different towns Hot month & holidayLoyalty 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 - SummerBeer Fest - "Draft Beer for Fresh Air"

Horse,motor racing

22

Laser CampaignsAll-in-one

23

Directions – 1

1.Thematic TVCs / Prints that’sin line with the new positioning &

tagline of Laser

2.Advertorials: legends of bottleddraft beer, stories of a beer lover

3. PR: bottled draft beer technology,THP corporate PR

BTLATL

A&V

SpecialMarketing

StrategicAlliance

Sponsor/Events

24

Directions – 2

1.Sampling as justificationof 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

SpecialMarketing

StrategicAlliance

Sponsor/Events

25

Directions – 3

1.Co-branding with HighlandCafé, Yamaha motorbike team

2.Tightening relationship with bar,restaurant owners, utilizing resources

of on-site waiters/waitresses

3. Laser card: co-branding tobaccobrands (Marlboro, Dunhill, 555…)

& other luxury items…

BTLATL

A&V

SpecialMarketing

StrategicAlliance

Sponsor/Events

26

Directions – 4

1.Vietnam Dreamteam: soccer,billiard snooker

2.Horse, bike racing

3.May 1st Summer Beer Festin HCMC, Danang and Hanoi:

2005 theme“Draft beer for Fresh Air”“Uống bia tươi, đi đổi gió”

BTLATL

A&V

SpecialMarketing

StrategicAlliance

Sponsor/Events

27

Directions – 5

1.POSM: mnemonic devicesdraft = fresh = refreshing:

Laser-branded electric, moisture fans/ air-cons…, special mint-scented

towels, mouth-spray…

2.PG improvement program

3.Mystery Guest

BTLATL

A&V

SpecialMarketing

StrategicAlliance

Sponsor/Events

28

Directions – 6

1.e-Marketing: the coolest emailaccount, Laser Online Club

2.Membership privilege programs:shopping, sport centers, tickets to

key matches / shows…

3.Laser card: a commonly usedcurrency for Laser, tobacco brands,

& many other items…

BTLATL

A&V

SpecialMarketing

StrategicAlliance

Sponsor/Events

BusinessBusinessReviewReview


Objectives

2006 Strategies

Business Review

Situation Analysis


Detailed Executions

30

• 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

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

Cra

tes

2004 2005 Linear performance

PipelinePipeline

2004 Running rate:21,061 crates/month2004 Running rate:21,061 crates/month

2005 Running rate:11,734 crates/month2005 Running rate:11,734 crates/month

SituationSituationAnalysisAnalysis

Understandingthe Ground We’re On


Objectives

2006 Strategies

Business Review

Situation Analysis


Detailed Executions

33

VALUE SALES(Mil. VND)

VOLUME SALES(‘000 L)

Beer vs. Other SubstitutesShares of throat

34

Beer LandscapeLess products for more $ (or €!)

CITIES PERFORMANCE

Value grows faster than volume in all key cities

A good time for premium beer

35

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

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.

Issues &Issues &OpportunitiesOpportunities


Objectives

2006 Strategies

Business Review

Situation Analysis


Detailed Executions

38

Brand DiagnosisCommunication

Launch Communication Communication Take-outTVC

Airport: One Step Ahead Too many messages:Bar: Try it to believe NOT SINGLE-MINDED MESSAGERobbery: One Step Ahead LACK FOCUS ON THE UNIQUE USP

PrintQuality No strong reason to buy,Technology James Bond personality is notStyle a guarantee of purchaseEnjoy everywhere

39

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

Key Issues SummaryISSUES• 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

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

DetailedDetailedExecutionsExecutions


Objectives

2006 Strategies

Business Review

Situation Analysis


Detailed Executions

Setting the Directions……

2006 Strategies…

Detailed Executions WAR Campaign Soft launch Campaign Re-launch Campaign Laser Signature Campaign Loyalty Campaign

Trade Warming

44

Outlet Re-enforcement

• Win the heart of restaurant waiters / waitresses– Lower investment– 24/7 salesforce– Important influencers

• Win the heart of restaurant owners

• Incentives, gifts

• More frequent visits, better payment terms, factory tours, other supports…

46

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

Solidified product knowledge

Solidified skill setsPayment, incentive

New uniformPG Bible

Mystery drinker

National roll-out

Clear criteria of selection

THP PG CavalryTo the best PG team in Vietnamam

Supported by Laser & Benthanh


2006 Strategies…

Detailed Executions WAR Campaign Soft launch Campaign Re-launch Campaign Laser Signature Campaign Loyalty Campaign Soft LaunchSoft Launch

CampaignCampaign

Brand Warming

49

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

Mystery Sponsor“UnXpected refreshing moments”

• Objective:– Induce trials & offtakes to build retention– Feature the trendiness of Laser


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

51

POSMs

• Objective: communicate the key message and the consumer programs


Cantho– Restaurants, bars, billiards, coffeeshops

• Description:– Mnemonic devices (draft = fresh = refreshing): Laser-

branded electric, moisture fans / air-cons…– Hangers, table plastic covers…


2006 Strategies…

Detailed Executions WAR Campaign Soft launch Campaign Re-launch Campaign Laser Signature Campaign Loyalty Campaign Re-launchRe-launch

CampaignCampaign

Brand Revitalizing

53

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

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…• …

55

Co-brandingHighland Café, Yamaha Team, tobacco brands...• Objective:

– Drive sales– Build image: trendy & sporty Laser

• Scope:– HCMC & Hanoi: Highland & Yamaha team– Danang, Nhatrang, Vungtau: sea-front cafés

• Description:– Laser as preferred / recommended beer in Highland Café– Laser card: a commonly used currency for Laser beer,

cigarettes (Marlboro, Dunhill, 555…)

56

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


2006 Strategies…

Detailed Executions WAR Campaign Soft launch Campaign Re-launch Campaign Laser Signature Campaign Loyalty Campaign Laser SignatureLaser Signature

CampaignCampaign

Identity Building

58

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

May 1st Summer Beer Fest2006 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

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

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


2006 Strategies…

Detailed Executions WAR Campaign Soft launch Campaign Re-launch Campaign Laser Signature Campaign Loyalty Campaign LoyaltyLoyalty

CampaignCampaign

Deep-Rooting

63

e-Marketing

• Objective:– Become personally relevant to consumers

• Scope: nationwide

• Description:– Coolest customizable email addresses

• [email protected]: [email protected]

• Laser Online Club: www.laserbeer.com– Be the first to know– Exclusive Entertainment– Exclusive Collectible Items

64

Membership Privilege

• Objective:– Drive sales and maintain running rate– Tie personal relationship


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…

Save the best for last…Save the best for last…

66

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…

WEAKENESSESThe 1st & 2nd communication strategies were developed without a brand positioningNo 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 failedRISKS TO FURTHER INVESTIGATE"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

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.Total 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%

Loyalty OthersMARKETING ACTIVITIES 2006

WAR Soft launch Relaunch L-Signature

$12.1 mil.ITEMS Mil. VND %Sales value 194,000 Alloc.Total 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%

Loyalty OthersMARKETING ACTIVITIES 2006

WAR Soft launch Relaunch L-Signature

$12.1 mil.

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Laser brandplan

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Transcript of Laser brandplan