Exercise Chapter 4
Sabeco is a well-established beer producer in Vietnam. Since January of 2024, Sabeco has first launched a new product called 000 - a non-alcohol beer which is a healthy beer but still provide sense of pleasure for customers as traditional ones. This product is a response of Sabeco to the rising heathy eating and drinking trends among Vietnamese customers. However, as it is the totally new beer concept, Sabeco only targets Hanoi and Saigon customers at least next 2 years. As 000 is non-alcohol drink, it is expected to attract both teenagers (aged from 15), young adults and even elder people. 
After one month of launch, Sabeco track all relevant information to do marketing analysis that help it revise the marketing plan for next several months. The following table summarize the sales of 000 in comparison to other non-alcohol beers available in Vietnam in January:

Brands	Price (per unit) in VND	Sales (unit) in thousands in Hanoi	Sales (unit) in thousands in Saigon
000	54000	8	10
Heineken® 0.0	45000	34	36
Sagota	36000	30	42
Bavaria	30000	25	30
Steiger 	25000	20	28

In order to further segment the beer market, including the traditional and non-alcohol segments, Sabeco further does a consumer analysis. The following table summarize the conjoint utilities of different customer segments:

Customer segments	Low price
(Below 54000 VND)	Premium price
(54000 VND)	Non-alcohol	Alcohol
Students	0.4	-0.2	0.3	0.7
Officers	0.9	-0.1	0.7	0.4
Businessman	0.5	0.7	0.9	0.2
Retirement	0.7	0.5	0.8	0.1

1. Given that the total population in Hanoi and Saigon who are aged from 15 and above is 10 million and each customer buys one product unit. Calculate the trial rate of 000 in its target market. 
2. In Feb, Tiger plans to launch another non-alcohol beer and its manager says to the publics that they targets to sell 40000 units right in the first month. Since the non-alcohol beer in Vietnam has been saturated, it is highly likely that the 40000 units of Tiger sales come at the expense of the remaining five non-alcohol beer brands in the market including 000. Under the assumption of fair share draw, what is the sales of 000 if the Tiger target is achieved?
3. Sabeco targets that the penetration in February 2024 should be 20 thousands in which the repeat rate is expected to be 70%. How many first-time triers that Sabeco should innitate in February to achieve such target?
4. In February, Sabeco is projected to launch 2 promotional campaigns with attractive sales promotion for a combo of 3 units. Therefore, Sabeco expect that each customer of 000 will buy 2 times and each time buying an average of 3 products.  Calculate Projection of sales.
5. If the February sales volume as projected above is achieved. Calculate the Month-on-Month sales growth for 000?
6. If the compounding of growth over multiple months within 2024 of 000 is 20%, what is ther target sales volume of December 2024?
7. The analysis of total sales for all product ranges, Sabeco estimates that 5% of 000 sales come at the expense of its traditional beer brands. Calculate the sales of Sabeco traditional beer brands in Hanoi and Saigon (in total)? Given that the monthly sales of Sabeco traditional beers in 2023 in the two cities is 75000 units
8. Calculate the brand equity metrics for 000 given the above information and repeat rate as shared in Question 2
9. Compare the Preference of four kinds of customer  regarding both price and the level of alcohol. Which combination (Low/High Price x Non-alcohol/Alcohol) that Students/Officer/Businessman/Retirement like the most?
10. Sabeco wants to categorize students, officers, businessman, and retirement into two customer segments only. Identify 2 pairs of customer groups that could be included into the same segment (Answer format: Pair 1 is A&B; Pair 2 is C&D)