Project Charter: Omni-Channel Sales Model for HEINEKEN Beer

1. Project Information

Project Title: Omni-Channel Sales Model for HEINEKEN Beer

Project Sponsor: HEINEKEN Vietnam
Project Manager: Nguyen Hunh Phuong Nam
Start Date: 02.01.2025
End Date: 30.06.2025
Budget: €500,000
Location: Pilot in Ho Chi Minh City, Vietnam

2. Project Purpose

The purpose of this project is to establish an omni-channel sales model for HEINEKEN beer,
integrating online, Direct-to-Consumer (D2C), and offline sales channels. This initiative aims to
enhance consumer experience, increase brand visibility, and boost revenue in Ho Chi Minh City,
serving as a pilot for future nationwide expansion.

3. Measurable Objectives

• Develop and launch a fully functional e-commerce platform.

• Achieve a unified shopping experience across online, D2C, and offline channels.

• Increase D2C sales by 10% within the pilot phase.

• Attain a consumer satisfaction score (NPS) of 56% by the end of the pilot.

• Complete the pilot project within budget (€500,000) and timeline.

4. High-Level Requirements

• Design and develop an e-commerce platform for beer sales.

• Implement integration of D2C and offline channels.

• Create a consumer data platform (CDP) for analytics and insights.

• Develop and execute marketing campaigns to drive channel adoption.

5. Assumptions and Constraints

Assumptions:

• Consumer demand for omni-channel beer purchases will continue to grow.

• Key stakeholders will remain engaged and provide timely approvals.

 • Pilot implementation will remain limited to Ho Chi Minh City.

Constraints:

• Budget is fixed at €500,000.

• Project scope is limited to the pilot in Ho Chi Minh City.

• Regulatory compliance and legal constraints must be met.

6. Project Scope Description

In-Scope:

• Development of an integrated e-commerce platform.

• Direct-to-Consumer (D2C) sales channel implementation.

• Offline channel integration with supermarkets, convenience stores, and traditional trade
outlets.

• Consumer’s experience improvements, from order placement to last-mile delivery.

• Marketing and promotional campaigns for adoption.

Out-of-Scope:

• Expansion beyond Ho Chi Minh City during the pilot phase.

• Development of new distribution centers or major infrastructure.

7. Major Deliverables

• E-Commerce Platform: Web and mobile platform to support direct beer sales.

• D2C Channel: Direct ordering, payment, and consumer support functionality.

• Omni-Channel Integration: Unified experience for online, D2C, and offline channels.

• Consumer Data Platform (CDP): Centralized consumer insights for personalized

marketing.

• Marketing Campaigns: Promotions and educational content for user adoption.

• Pilot Report: Analysis of pilot results, key learnings, and recommendations for scaling.

8. Project Milestones

Estimated Completion
Milestone Description
Date

Project Kickoff 02.01.2025 Launch of the project

Platform Completion of e-commerce platform
31.03.2025
Development development

Channel Integration 15.03.2025 Integration of D2C and offline channels

Launch of marketing and promotional

Marketing Launch 01.04.2025
campaigns

Pilot Review 30.06.2025 Review and close of the pilot project

9. Roles and Responsibilities

Role Department/Function Responsibilities

Project Sponsor Executive Leadership Provide funding and strategic guidance

Project Manager Digital Transformation Oversee execution and risk management

Prioritize product backlog and

Product Owner Product Team
requirements

Develop, test, and integrate platform

IT Lead IT Department
systems

E-Commerce
Marketing & Sales Build and manage e-commerce platform
Specialist

Supply Chain
Supply Chain Lead Ensure inventory and delivery logistics
Management

Data Analyst Data & Analytics Measure performance and provide insights

Marketing Lead Marketing Department Design and execute marketing campaigns

Track financials, including budget and

Finance Manager Finance Department
costs

Legal Advisor Legal Department Ensure regulatory and legal compliance

10. Budget and Costs

Cost Category Description Amount (€)

Platform Development Development of e-commerce platform 200,000

Marketing & Promotions Consumer acquisition campaigns 100,000

Supply Chain & Logistics Inventory, delivery, and logistics 75,000

Human Resources Staffing costs (internal and external) 75,000

Contingency Unforeseen expenses and risks 50,000

Total €500,000

11. Risk Management Plan

Risk Impact Mitigation Strategy

Technical Issues High Conduct rigorous testing and QA

Consumer Adoption Medium Strong marketing and education

Supply Chain Disruption High Partner with multiple logistics providers

Budget Overrun Medium Regular financial monitoring and contingency fund

12. Key Performance Indicators (KPIs)

• Consumer Metrics: Consumer acquisition, NPS score, and repeat purchase rate.

• Sales Metrics: Revenue growth, online and D2C sales volume, and Average Order Value
(AOV).

• Operational Metrics: On-time delivery rate, system uptime, and return/refund rate.

13. Project Approval

Approved by:

• Project Sponsor: _____________________

• Project Manager: _____________________

• Key Stakeholders: _____________________

Approval Date: _____________________