... accounting for 34% in 2012 (BMI 2013), however the launching of its new brand – Saigon Special was not so successful because SABECO lacked of an effective marketing plan especially focusing on ... awareness, Saigon Special did not do much as special as its name in order to outstanding of its relative, some marketing activities of Saigon Special still put on the shoes of SABECO. Saigon Special ... awareness of consumer in the premium segment, because the lack of investment into the marketing activities especially focusing on promotion. In exploring the weakness point of the product, Saigon Special, ...