Post on 15-Nov-2014
Pr.Dr.N. PRIME
Group 5:
1. Lê Hùng
2. Trần Bảo Hương
3. Hoàng Huy Phương
4. Nguyễn Thị Mỹ Lệ
VIETNAMBEER CONSUMPTION BEHAVIOR
Beer is... One of the world's oldest
and most widely consumed
alcoholic beverage.
The third most popular drink
overall after water and tea.
Considered to be a social
lubricant in many societies.
“Beer is proof that God loves us and wants us to be happy.”
Benjamin Franklin
History of B…E…E…R
Men prefer beers to women because
• A beer is never in a bad mood
• With a beer, NO mother-in-law
• You can consume 2 beers at the same time without any problem
• A beer is never jaleous of another one
• You are never ashamed to be seen with a beer
• A beer is not allergic to Football !
Beer forms part of the culture of
various beer drinking nations, and
has acquired various social
traditions and associations, such
as beer festivals and a rich pub
culture.
History of B…E…E…R
In France…
In Japan…
In London…
In Canada…
In Saint-Petersburg…
Hi, welcome to Vietnam…
In S.Africa…
Basic Ingredients
Water: different regions were originally
better suited to making certain types of
beer, thus giving them a regional character
Starch source: a key determinant of
the strength and flavour of the beer
Hops: Flavouring beer is the sole
major commercial use of hops
Yeast:is the microorganism that is
responsible for fermentation in beer
Clarifying agent: for removal of organic compounds; to either improve clarity or adjust flavor/aroma. This process makes the beer appear bright and clean
4 steps to make beer
The grain is soaked in water until it is partially germinated; it is then kilned, or dried
Malting
Mashing
The malt is then mixed with hot water. This releases the sugars from the malt into the water. This create the wort
Brewing
The wort is boiled, and hops are added. The character of the beer comes from the varietals of hops.
Fermentation
The introduction of yeast starts the fermentation. Yeast consumes the sugars created during the malting, and produces alcohol and carbon dioxide.
Varieties of beer
Ale
Lambic
Stout
Lager
Colour
Alcoholic strength
Exceptionally strong beers
Related beverages
Global beer consumption facts & figures
- Global beer consumption is around 1.8 billion hectoliter
- Globally, around 30 liters/person per year
- Growth rate is around 5%, mainly driven by emerging countries
- Drinking beer is culture in many countries… Beer Festival
Rank Country Consumption (L/yr)
1 Czech Republic 156.9
2 Republic of Ireland 131.1
3 Germany 115.8
4 Australia 109.9
5 Austria 108.3
6 United Kingdom 99.0
7 Belgium 93.0
8 Denmark 89.9
9 Finland 85.0
10 Luxembourg 84.4
11 Slovakia 84.1
12 Spain 83.8
13 United States 81.6
14 Croatia 81.2
15 Netherlands 79.0
16 New Zealand 77.0
17 Hungary 75.3
18 Poland 69.1
19 Canada 68.3
20 Portugal 59.6
Global beer consumption facts & figures
Beer consumption in Vietnam facts & figures
• Beer recorded strong performance in 2008
with total volume growth of more than 9%,
despite high price inflation in Vietnam
• In 2008, on-trade sales recorded slightly
higher growth than off-trade sales to account
for more than 72% of total volume. This is in
line with the lifestyles of Vietnamese
consumers.
• Consumption of beer in Vietnam is also
spurred by economy development, the
appearance of bar, discotheques and the hot
weather in summer, Christmas season and
traditional Tet festival
Beer consumption in Vietnam facts & figures
• Currently, 18 liter/person per year
• Forecast to increase to 28 liter/person per
year by 2010 due to living standard
improvement and the changing drinking habit
from rice-wine to beer
• Domestic brand still leads the market with
over 80% market share ( some big name
such as: Saigon Brewery Co, Hanoi Brewery
Co ) as domestic players target Vietnamese
consumers in the standard product segment
with reasonable prices and quality
0.685
1.29 1.371.5
1.71.9
2.1
2.7
0
0.5
1
1.5
2
2.5
3
1997
2003
2004
2005
2006
2007
2008
2010
(for
ecas
ted)
Source: Vietnam Investment ReviewVietnam beer consumption
Consumer behavior
VIETNAM
Thirst quenching
=>Drinking beer with ice
Drinking in open air and “Bia hoi”
Enjoy the environment/atmosphere around=> outdoor drinking not the specific design
WESTERN STYLE
Health
Culture pride
=> theme of design in bar and club is important e.g in Munich
Enhance my appetite => Limited their beer portfolio in a small number of brands. It’s very hard for a new brand to become popular in Vietnam: time, effort
Discovery willingness to try new things.E.g: Tiger’s positioning as “Asia exotic” in Western countries: England, Australia
Maslow’s hierarchy of needs:
Individual vs Group
• Have fun with friends, to fit in with my friends => drinking very noisily, cheer and DZO
• Celebrate good moments => Top of consumption occasion is Festive, game and sport.
Western consumer is usually an individual.
=> beer is for personal, drinking in bottle
Individual vs Group
• Relax after a working day
• time of drink is after 4 p.m to 10 p.m mostly true for the North people or after 5 till midnight in South.
Relax for individual
=> Going out to bar pub till midnight like in South of Vietnam.
Individual vs Group
• Sales channel• On premise: restaurant, bar => 60%
of the total beer volume. • Off premise: supermarket, retail
store, market => home consumption 40% => increase as people tend to more family oriented than in the Western countries.
• => Vietnam: drinking with your friend or family in home with meal in a group
• Sales channel”Drinking at
home is more for individual: when watching sport on TV, friend party.
Consumer behavior and motivation
• Service:
Viet Nam
- Serve by lady (PG)
International
- More dynamic, self-service
Consumer behavior and motivation
• Culture:
Beer in funeral!!!
Beer in wedding
Globalization vs localization
• For VN consumers drinking beer is a western style of life adopted and imitated by Vietnam
• Beer brands strongly emphasis on the ingredient of beers: malt, yeast.
• Zorok’s message “a combination of 2 malt and water”.
• ……and it’s now localization.
• Hanoi beer’s message “A crucial part of Hanoi culture
• Saigon beer’s “Beer of Vietnam”
Globalization vs localizationDrinking beer to celebrate moments, associating with gaming
and winning.
e.g: Man drinking beer and like football
Zorok takes Calisto- Vietnam coach as brand ambassador
Tiger’s football fan club hold viewing party to gather man watching Champion league
Budweiser and MU
Consumer communication
Language adaptation
Zorok is a brand of Sabmiller
Zo is similar to Dzo in Vietnamese means “cheer”.
Rok like “Rot” in VN mean pouring beer
Saigon = beer brand of VN: export “333” Beer.
Heineken is called “ken” in Vietnam
THANK YOUAND ENJOY YOUR LIFE WITH
B…E…E…R…!