VIETNAM NATIONAL UNIVERSITY, HANOI
INTERNATIONAL SCHOOL
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NGUYEN THI QUY CA
PROJECT TITLE:
Impact of Advertising Budget on Marketing Efficiency in financial aspects: A
case study of Hanoi Beer - Alcohol-Beverage Joint Stock Corporation (Habeco)
Supervisor: Dr. Nguyen Trung Hien
Field of Study: Financial Management
Code: 8340202.01QTD
HANOI – 2024
DECLARATION OF AUTHORSHIP
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I hereby declare that this thesis was carried out by myself under the
guidance and supervision o Dr.Nguyen Trung Hien; and that the work contained
in it and the results in it are true by the author and have not violated research
ethics. The data and figures presented in this thesis are for analysis, comments,
and evaluations from various resources by my own work and have been duly
acknowledged in the reference part.
In addition, other comments, reviews and data used by other authors, and
organizations have been acknowledged and explicitly cited.
I will take full responsibility for any fraud detected in my thesis.
Hanoi, date month year 2024.
Author
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ACKNOWLEDGEMENTS
To complete this project, I want to express my heartfelt thanks to Teacher
Nguyen Trung Hien for his dedicated support and detailed guidance from the very
beginning until the end of the project. His feedback and suggestions have helped me
clearly focus my research and improve the content effectively. I also want to thank
the leadership of the Hanoi Beer-Alcohol-Beverage Joint Stock Corporation
(Habeco) for providing me with the necessary conditions and important information
that allowed me to finish this project. The enthusiastic support from the company
has been a key foundation for my research.
Additionally, I would like to thank my family, friends, and colleagues who
have always encouraged and supported me throughout this process. Their valuable
support has motivated me to overcome challenges and complete the research on
time.
Even though I have tried my best during the research, I know there may still
be some shortcomings. I hope to receive understanding and constructive feedback
from my teacher and colleagues so that I can improve this project in the future.
Thank you very much!
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SUMMARY
This study examines the role of advertising in driving business performance,
focusing on key marketing efficiency metrics such as Return on Advertising Spend
(ROAS) and Return on Advertising Investment (ROMI) of Hanoi Beer-Alcohol-
Beverage Joint Stock Corporation (Habeco)
The study includes an analysis of data regarding revenue, sales volume, and
advertising costs of Habeco during the period from 2018 to 2023. The results
indicate that although the company has increased its investment in advertising
across various channels, particularly digital platforms, the efficientcy of the
campaigns is inconsistent due to several factors, such as rising raw material costs,
regulations on alcohol content, and intense competition from major rivals like
Sabeco and Heineken. The study also points out thatadvertising campaigns on social
media and e-commerce yield higher ROMI and ROAS compared to traditional
advertising. However, to optimize advertising effectiveness, Habeco needs to
implement a flexible budget allocation plan and measure and optimize campaigns in
real time. Additionally, the study suggests that Habeco should focus on developing
non-alcoholic or low-alcohol products to adapt to modern consumption trends and
minimize risks from legal regulations.
The proposed solutions include increasing investment in digital advertising,
developing e-commerce channels, creating seasonal and event-based advertising
strategies, as well as implementing customer loyalty programs. The conclusion of
the topic emphasizes that Habeco needs to innovate its advertising strategy,
optimize spending, and quickly adapt to market fluctuations in order to achieve
sustainable growth and improve marketing efficientcyin the future.
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LIST OF ABBREVIATIONS
Ad: Advertising
Habeco: Hanoi Beer - Alcohol - Beverage Corporation
TV: Tivi
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