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…!