Enhancing banquet program performance a case of: Heineken Vietnam Brewery

Abstract

According to the development plan until 2020, the Vietnamese beer industry will reach an output about 4.1 billion liters by 2025 to 4.6 billion liters and 5.5 billion liters by 2035. However, beer consumption already reached more than 4 billion liters by the end of 2018. Vietnamese beer industry has been maintaining a growth rate of over 5% per year while many other markets have moved sideways or negative growth in recent years. Vietnam is becoming an attractive beer market that makes both domestic and international beverage businesses stand to fight. Winning in the beer industry mainly depends on marketing technique secrets more than finance and product recipe. Businesses seize market share by unique marketing strategy from advertising, communication to promotion in all channel such as on premise, off premise, modern on premise, modern off premise and brand building right at the initial customer level. Mention about the communication and promotion in beer market. Many customers and consumers always save an affection for many activations of Heineken Vietnam Brewery such as Heineken formula 1, Tiger street football, Trade loyalty, Fridge, Banquet ect. From 2016, HVB discorvered that Banquet catering is a popular segment and had strongly impact to beer market share but HVB have not much focused on this channel before. That is the main reason Banquet promotion program was piloted from 2016. With the successful of the first year ran promotion in small scope only two provinces, HVB continued to expand program with more than 30 provinces (in P3.2018). When expand the program so quick in the short time like that, it led to there was many problems and issuses that effected to performance of program and not adapt to the management’s expectation. The research will explore the cause’s Banquet P3.2019 had not meet KPI. The finding of study revealed that lack of RTMK to manage, deploy, push, check and support ST which played the most important role on poor performance of Banquet P3.2018 which compaired to other factors. Moreover, some reasonable solutions would be recommended to improve performance of Banquet in the future.