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Introduction
Launching a new product on the market is an essential business strategy for companies
because their purpose is to increase the sales and maximize the profits. However, they have to
face a lot of challenges when their products are sold on a competitive market. Today, beer is one
of competitive products in the Vietnam market. However, selling a new product from a foreign
beer brand like Zorok in the market where consumers are familiar with the traditional beer
brands is a major challenge that SABMiller Company must overcome. Therefore, finding out the
solutions to promote the consumption of products and to increase the sales is an essential task not
only for SABMiller but also for other beer companies that want to introduce their new products
to consumers.
Question 1: Briefly describe your company. Identify potential problems or issues (current
Company description: Zorok is a beer brand of SABMiller, a company that has a branch
in Vietnam. Launching a new product on the competitive market like Vietnam is a major
challenge for a foreign beer brand. Analyzing market carefully is an important factor that help
the company understand the needs and tastes of consumers. This is also an important factor that
Problems Statement: There are three symptoms when the company launches a new
product on the Vietnam beer market. Firstly, consumers are familiar with traditional brands such
as SaiGon, Heineken, Halidaetc ... Zorok is a new brand. Moreover, the beer brand is produced
by one of the largest milk companies in the United States. Secondly, many consumers are
ordering the traditional beers in the restaurants which are funded by Zorok. Thirdly, consumers
The problems include (1) there are negative flavor gaps that make consumers unfamiliar
with new flavor of beer (2) marketing campaigns of Zorok in financing the restaurants is not
differentiated and not attract consumers (3) there are negative perceptions of consumers for a
2. What indicators are prevalent demonstrating that the company is effectively (or
Using appropriate research techniques, Zorok beer will have solutions to overcome its
problems, improve the sales revenues and successfully launch the new brand in the market.
Research provides company more exact information on what consumers need, their perceptions
Then the company can find the solutions to handle its problems, to improve brand
perception, to increase sales and to attract more consumers. Based on the survey assessment of
the market, the company can formulate the right marketing campaign and positioning brand
which help to increase the company sales revenues. Meanwhile the focus group interview in the
company will contribute to the initiatives, comments and ideas for product launching strategy
and hence to improve the sales of Zorok beer. Moreover, Zorok also finds out which advertising
decision of solutions.
3. How might the company use secondary research? How might they use primary
research?
The company can find the solutions to handle its problems, to improve brand perception,
to increase sales and to attract more consumers by looking for the available data resources,
Secondary research: to collect the secondary data from the Internet, corporate Web
sites, commercial associations, scientific papers, trade magazines, available market research and
internal company documents. The secondary research will collect all the relevant information of
targeted consumers, behaviors and habits, any previous launching campaign of new brand beer
which includes successful story and lesson learnt. It is necessary for the company to investigate
the market (size, growth rate, share), competition, brands, distribution channels, price,
consumers behaviors, styles of beer, lifestyles and attributes to beer brand in previous available
market research. For internal resource of secondary data, the company in VN can learn the best
practices report of launching new beer product in other country, successful story and lesson learn
to verify any similarity between Vietnam and other country in the region.
Moreover, the fact that consumers are normally familiar with traditional beer taste and
hesitate to try a brand new beer is also reviewed by available market analysis.
Primary research includes consumer surveys and focus group interview within the
company. Market survey will help to understand consumer perceptions, attitudes and factors of
buying decision for the new beer brand or Zorok beer. Research team goes to the field, beer
shops and restaurants, meets respondents directly. A researcher may ask consumers about their
attributes of beer choice (brand, price, taste, and promotion), regular drinking day and brand,
reasons for hesitating new beer taste, brand perceptions .. These surveys will be conducted in
forms of questionnaires. They may interview drinkers to answer questionnaires, probably with
promotional gifts for respondents. The survey can be implemented by email, internet and phone.
However, the accuracy and response rate should be lower than interview. The other primary
research tool is focus group interview. Researcher and moderator will implement focus group
interview among the relevant managers and directors to look for the initiatives, comments and
ideas for product launching campaigns, timing, budgets and hence to improve the sales of Zorok.
Question 4: What might this company do in the future to expand its research?
consumers behaviors of beer products, and primary research tools such as internal focus group
interviews, surveys through questionnaires, Zorok beer company will have solutions to overcome
its problems, improve the sales revenues and successfully launch the new brand in the market.
Therefore, the company can expand its research by how to implement the marketing campaign
for Zorok beer efficiently and effectively. The additional research in the later stage can be the
relationship between the advertising cost and sales revenues, between the first trial of Zorok
beers and sales revenues, between where the beer is sold (beer shops/beer clubs/restaurants) and
sales revenues.
Reference
http://vietnamnet.vn/vn/kinh-te/119507/-ong-lon--bia-ngoai-that-bai-tham-hai-o-viet-
nam.html
Marilyn (2015). The Relationship between Advertising & Sales Performance. Retrieved from
http://smallbusiness.chron.com/relationship-between-advertising-sales-performance-
13058.html
http://blog.paylane.com/9-ways-to-convince-potential-consumers-to-buy/
https://anthonygarver.files.wordpress.com/2013/06/buyer-behavior-craft-beer-project.pdf
Paul, G. (2015). Boost Your Beer Sales and Distribution using Proven Techniques.Retrieved
fromhttp://www.boostmyproduct.com/beer-sales.html
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research methods (9th