Saigon Song Hau Beer Shining on Mekong Delta Region

Director Khuu Kim Xuyen said that shortly after its establishment, based on surveys of market demand and consumer tastes, the company started turning out enough beer for local people, thus ensuring its good revenue. Collecting feedback from customers, the company is committed to continually improving quality management systems and analytic measurements to raise customer satisfaction and upgrading its management processes from the Company to every branch, according to the ISO 9001: 2008 quality management system.

 

Besides, Sabeco Song Hau embarked on restructuring and re-planning its distribution channel system by locality to enhance the effectiveness and profitability of distributors. Therefore, the company’s distribution system is expanded throughout provinces and cities in the south of the Hau River with more than 100 first-class agents and over 10,000 retail outlets. Additionally, in the past years, Sabeco Song Hau has mobilised all available investment resources for infrastructure modernisation, warehousing system construction and branch development to five provinces of Soc Trang, Bac Lieu, Ca Mau, Kien Giang and An Giang to meet business needs and long-term development plans. The company has also focused on investing in restaurants and bars to bring Saigon Song Hau beer closer to customers. The firm also effectively develops, implements and manages sales support programmes in both urban zones (On channel) and remote areas (C2 system) to prevent the market penetration of rival beers and bring beer to far-lying areas.

 

With its ongoing efforts, the brand and image of Saigon Beer has become much closer to consumers in the Mekong Delta region. Through its region-wide distribution network from cities to countryside, the company’s beer sales increased sharply from over 34.548 million litres in 2006 to 178.637 million litres in 2014 and estimated at 195 million litres in 2015. This impressive achievement reflects not only the spirit of the leadership and staff of Sabeco Song Hau in uniting and overcoming difficulties to fulfil any tasks assigned, but also the pride of the whole Sabeco beer system.

 

Never feeling contented with its successes but always seeing its achievements as a driving force and foundation for long-term development, Sabeco Song Hau is determined to promote its strengths to meet customer demands for wine, beer and soft drinks, especially in remote areas. To gain early success, Sabeco Song Hau has worked out its own development paths and completed all production and business tasks assigned by Sabeco Trading Co., Ltd (Satraco).

 

Director Xuyen said, with more over 3 billion litres of beer consumed each year - the third largest beer market of Asia, Vietnam is becoming fertile ground for foreign beer brands, which usually bring fierce competition pressures on domestic beer brands. However, the strength of the company lies in the 140-year Saigon Beer brand name, which has been named the national value and left deep impressions in the minds of Vietnamese consumers. Moreover, the populous Mekong Delta will be a potential market for Saigon Song Hau Beer to increase its market share. She stressed, "Over 50 per cent of the market share and over 100 first-tier agents in the Mekong Delta demonstrate customer satisfaction and confidence in Saigon Song Hau Beer in particular and Saigon Beer in general.”