Dang Duc Ngoc
Analysis Suggestions
About Sapporo
Target audience
The 4 Ps
Young white collar workers
- Male
- 25 to 29 years old
- Metropolitan cities
- Drinking after work
- Seek for trusted and recognized brands
- Drinking outside, 2-3 times/week
- Male
- High social status
- 30 to 50
- Metropolitan cities
- High income
- Build relationship
- 3-4 times/month
Middle age, business man
Product
Strategy
Line extension
Price
Strategy
Place
(distribution)
Multichannel Distribution Systems & Selective distribution
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Promotion
REcommendations
Print Ads
More print ads on Doanh Nhan magazine and Thanh Nien newspaper can be effective since they could be the favourites of the target audience
One advertisement per week
Print Ads
Point of purchase (pop)
By having the pop surrounded with Japanese traditions (PGs in Kimonos as well as Japanese decorated pop), it could create a remind of our brand as well as being distinctive at supermarkets. These pops will also be placed at the current distribution places of Sapporo
“Share your story”Facebook contest
•We want to remind people of Sapporo’s brand as well as raise a better awareness for Sapporo’s Facebook page so we will organize a contest promoted mostly on Facebook.
•In the first round, attendees will share their own stories related to how they kept their dreams or passion then send them the Sapporo official page. They can compete as individuals or as a team of maximum 3 members.
•The 5 best stories will be chosen to go to the second round. The results will be decided by Facebook users via voting (likes, shares, votes…).
•In the second round, 5 teams/individuals will be supported by Sapporo to shoot an initial TVC. Then 5 initial TVCs will be uploaded on Facebook to be voted again. The 2 best TVCs will be chosen to be developed into official Sapporo TVCs.
•Prizes: 5 crates of beer for each teams/individual who win the first round.
“Share your story” TVCs
Sponsorship
Benefits
•We have noticed that recently, many companies, especially banking companies have organized soccer tournaments for their employees. In these tournaments, football players, who are the company’s employees from different companies will compete with each other.
•We can have Sapporo appeared in the tournaments.
•We think Sapporo should sponsor these tournaments (free beer for football players after matches). This is a good opportunity for us to promote Sapporo because officers aged 25-50 are our target audiences. This tactic could help Sapporo gain target audience’s preference.
•Best time to have a beer should be after playing sports. Product trial can also be used accordingly.
OUR TEAM
Tu Anh
Pham Tu
Duy Mac
My great thanks to them
From left to right
