Overcoming difficulties to maintain Vida beer brand

(Baonghean) -Operating in difficult conditions, facing fierce competition from many famous domestic beer brands such as: Hanoi, Huda, Laru, Heniken, Dai Viet, Tiger, but Vida beer still affirms its superior brand. In 2012, it completed the planned targets, paid 169 billion VND to the budget and was one of the top 3 units with the highest budget payment in the province...

Mr. Tran Van Khanh - Deputy Director of Saigon Nghe Tinh Beer Joint Stock Company, explained: There has never been a more difficult year than 2012. The price of input materials increased; consumer demand did not increase, but beer from all brands flooded into the area, making the company's already difficult business operations even more difficult.

Through research, it is known that the prices of input materials of the factory in 2012 increased rapidly. Especially some main materials such as Man, the average purchase price was 13,000 VND/kg, coal 2,800 VND/kg, electricity 1,384 VND/kW, water 8,100 VND/kg; compared to 2011, Man and coal increased by 1,000 VND/kg, electricity increased by 1.5 VND/kg, water increased by 1,000 VND/kg. However, that is not the main obstacle, the big challenge in business activities is having to face the promotion policies of beer companies such as Hanoi, Huda, Tiger, Heniken, Dai Viet in the Nghe An market as well as the North Central provinces. In the strategy to dominate the market, Huda beer company considered Vida as a big competitor, so it invested over 23 billion VND in promotions, price reductions, and increased discounts for customers and agents. Or in the policy of expanding the consumption area of ​​Hanoi beer, there are also breakthrough policies to attract customers. In the process of reorganizing production, the Company decided to dissolve the beer production line of Ha Tinh branch with the main reason being that the line is small, outdated, and inefficient, leaving the burden of more than 100 unemployed workers...

Faced with these difficulties and challenges, the company's leaders have been struggling to find and implement effective solutions. To overcome and reduce input costs, the company has promoted a savings program such as: using cheap Khe Bo coal (1,900 VND/kg) instead of expensive Hon Gai coal (2,800 VND/kg); choosing a time when rice prices are low to buy raw materials for reserve, so despite the fluctuating rice market, the company still buys at an average price of 10.5 thousand VND/kg, reducing 500 VND/kg. In addition, the company focuses on reviewing labor norms, raw material and fuel consumption, arranging each stage of work and each department reasonably, maintaining a 3-shift working regime, strengthening inspection and supervision of the correct implementation of technical processes at all stages, especially the fermentation and wastewater treatment stages to ensure stable product quality and stable production, and thoroughly overcoming environmental pollution.

In particular, in consumption, the Company has implemented promotional programs, increased product consumption such as spending over 7 billion VND to implement promotional programs to boost product consumption such as: supporting transportation, discounts for agents and customers consuming draft beer and bottled beer. 2012 is considered the year the Company surpassed itself to implement a business strategy of going deep and far. In addition to applying promotional policies, expanding draft beer discount products, increasing marketing advertising, supporting market expansion, the Company has invested nearly 10 billion VND to buy over 4,000 stainless steel beer containers and coolers instead of plastic containers by the following methods: borrowing, buying, paying in installments, supporting over 10,000 plastic cups for agents... so the products, especially Vida draft beer, always ensure food hygiene and safety; maintain the brand, delicious taste, always favored by customers.



Saigon - Nghe Tinh Beer Joint Stock Company has implemented a plan to produce bottled beer products to serve the Lunar New Year.

From the above efforts, in 2012, the Company overcame difficulties to master the production line, master the market, produce and consume 34.485 million liters of beer of all kinds, exceeding the plan by 6%, including 10.1 million liters of draft beer, 22.1 million liters of Saigon bottled beer, 2.2 million liters of Vida bottled beer; revenue reached 350 billion VND, profit 32 billion VND. The most exciting thing is that 230 employees of Nghe An branch have stable jobs with an income of nearly 5 million VND/person/month, dividends are paid in advance at 17%, over 100 employees of Ha Tinh branch have their benefits settled satisfactorily. The Company has paid 169 billion VND to the budget, exceeding the set target and is 1 of 8 units that have completed the high budget payment target and were unexpectedly commended by the Provincial People's Committee.

These days, the Company is entering the 2013 planning year with confidence and excitement. On the production line, staff and workers are working hard. The Company's leaders are regularly present at the workshops to inspect, urge, and encourage all workers to ensure productivity, quality, efficiency, and implement the production plan, striving to exceed targets in the first month and first quarter. According to the Company Director Dang Huy Dong, to meet market demand during the Tet holiday, the Company is urgently implementing a plan to produce 100,000 liters of special canned beer. Along with that, in 2013, the Company continues to improve production capacity and product consumption, strive to maintain the brand, produce and consume 37 million liters of beer of all kinds, revenue of 370 billion VND, contribute 160 billion VND to the budget, create jobs and income for 100% of the workforce.

Literary Group