MARKETING MANAGEMENT marketing plan for new product of THG TH true CEREAL

NATIONAL ECONOMICS UNIVERSITY
FACULTY OF BUSINESS MANAGEMENT
---------------

---------------

MARKETING MANAGEMENT

Marketing Plan for New Product of THG - TH true CEREAL

Full Name
Tran Huong Ly
Bui Quoc Duy
Nguyen Thi Mai Anh
Doan Duy Minh
Nguyen Ha Chi
Vu Nam Hai
Nguyen Tien Sang

Class: E-MQI 61
Lecturer: Mr. Nguyen Huu Dang Khoa

Hanoi, 2021

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Table of Contents
A. Executive summary..................................................................................................... 1
I. Company................................................................................................................. 3
II. Product.................................................................................................................. 4

B. Situation analysis........................................................................................................ 5
I. Industry................................................................................................................... 5
II. Consumers’ behavior............................................................................................. 7
III. Macro environment................................................................................................. 8
IV. Microenvironment................................................................................................ 10
1. Company........................................................................................................... 10
2. Competitors....................................................................................................... 11
3. SWOT Analysis.................................................................................................. 14
C. Strategies & Tactics................................................................................................... 16
I. Objectives.............................................................................................................. 16
II. Segmentation and target customer............................................................................ 17
III. Differentiation – Positioning.................................................................................. 19
1. Differentiation.................................................................................................... 19
2. Positioning........................................................................................................ 19
IV. Marketing mix decisions........................................................................................ 22
1. Products............................................................................................................ 22
2. Price................................................................................................................. 23
3. Promotions........................................................................................................ 23
4. Place................................................................................................................. 27
5. People............................................................................................................... 28
6. Physical Evidence............................................................................................... 28
7. Process.............................................................................................................. 28
D. Implementation and control........................................................................................ 30
I. Action plan............................................................................................................ 30
II. Budget................................................................................................................. 33
III. Controls.............................................................................................................. 33

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TH true CEREAL – “Bữa sáng Việ t, sức khoẻ Việ t”

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A. Executive summary
Along with the increase in average income, improving living conditions and quality, today's
consumers tend to upgrade their lives more. They eat better, dress better, and focus on
eating healthily and safely. According to the statistics of Nielsen, health is regularly ranked
as the most important concern of Vietnamese consumers, followed by job security and
economy. Therefore, healthy products have a high potential to enter the Vietnamese market
and grow in years. For breakfast, Vietnamese consumers have traditionally enjoyed many
options, such as fried rice, sticky rice, pho (broth containing rice noodles, meat, and herbs),
bun bo Hue (spicy Vietnamese soup associated with the city of Hue) and banh mi (baguettelike bread with savory filling). Those kinds of food are very popular and considered
convenient in Vietnam. They are also affordably priced at around VND15,000 to
VND30,000 per breakfast. These days, there is an increase in the demand of Vietnamese
people for healthy products; therefore, although it has quite a high price compared to other
breakfasts, there is an increase in the market for these healthy ones. Besides factors such as
nutrition, safety - good for health, the convenience factor is always concerned by smart
consumers when consuming products. Packaged products with compact designs such as
cereal are gradually becoming a trend because of their convenience, ease to move, use
anytime, anywhere, and have a unique natural taste instead of products that use artificial
sweeteners and flavorings. In addition, the cereal market is growing annually, showing an
ideal market for the brand. Bases on CAGR, the market is expected to grow annually by
6.22% from 2021 to 2026.

Our group comes up with an idea to create a new cereal product to introduce to the market
in the year 2022. However, there have already been several seading competitors in the
Vietnamese market such as Nestle and Xuan An cereal, which is a threat that we have to
consider to make out product stand out and succeed. We notice from these products that

cereal is nutrient and is very ideal for breakfast; however, cereal also contains quite
quitequiteunt of calories, especially when combined with milk. This can limit e from using
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cereal to push a healthy life. TH Group is established in 2009, TH Group is operating many
beverage and food projects, including production and processing of fresh milk, nut milk,
clean vegetables, herbs, purified water, fruit juice with five core values “True happiness”,
“For public health”, “True nature”, “Environmental-friendly”, and “Innovation” (TH
Group, 2020). In line with these values, we desire to launch TH true CEREAL to bring
customers a healthy fast breakfast that contains no sugar and low calories with a mildly
sweet flavor to provide nutrients and energy for the whole day. The special thing about TH
true CEREAL is that the main ingredients are from red rice from TH farm to truly qualify
the quality of the product. The product targets urban customers of all range of ages who care
for health and have middle to high income. As TH true CEREAL has high quality, it has
quite a high price compared to other cereal brands; however, it is worth the spending. With
many strengths that TH has already had, the company also has to face many difficulties
when entering the market with a new product. Therefore, besides bringing the product that
fits the customers’ needs, it is essential to make them aware of TH true CEREAL and
persuade them to choose our product. Marketing, therefore, plays an important role in
spreading the image and message of the product to attract customers. Our marketing plan is
designed for the first year of launching the product through three phases with regular
marketing activities and four main campaigns to first introduce the product, the message of
the product, and engage the community with TH true CEREAL to meet the objectives of the
marketing plan.

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I. Company
TH products always put the criteria of "fresh", "clean" on the top, towards the core value
completely from nature, for the health of the community.

Under the guidance of Labor Hero Thai Huong, Founder of the Group, TH has laid the
foundation for Vietnam's clean fresh milk industry, bringing the percentage of imported
reconstituted milk powder on the market from 92%. (2008) to less than 60% (2020) (TH
Group, 2020). TH's success has attracted businesses in the same industry to seriously invest
in high-tech concentrated dairy farming to create real fresh milk. And consumers have
distinguished the real value of fresh milk and enjoy quality products according to
international standards.

Currently, TH is continuing to carry out its mission for public health with the path of clean,
organic, healthy drinks and a nutrition project for Vietnamese people. Products made from
nuts are an emerging consumer trend in the world and have begun to be talked about as a
revolution in the nutritional food industry in Vietnam. The healthy trend towards natural
resources is not only supported by many nutritionists but also shared and followed by many
celebrities. Grasping the consumer trend, TH Group continuously launches a series of new
products to improve people's healthy lifestyles, such as TH true NUT, TH true RICE, one of
which is TH true CEREAL. This product meets both the requirements of products that
improve human health and the five core values of the TH Group. In addition, this product is
part of the campaign to improve the health of Vietnamese, so its purpose is to improve
consumers’ breakfast and provide healthy nutrition for consumers.

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II. Product
1. Brief info

TH true CEREAL no Sugar is a delicious and nutritious drink made from TH FVF brown
rice, oats, lotus seeds, and various grains. The product is supplemented with calcium, using
dietary sugar, excluding cane sugar. Vitamins, minerals, natural fiber help absorb nutrients
well and purify the body with 100% whole grain and 100% delicious.
2. Features and benefits
Features
➢

2 types: full pack and divided packs

➢

Weight: 400gr & 200gr

➢

Gluten-Free USDA

➢

Contains necessary nutrients and qualified ingredients with red rice

originating from TH FVF Red Rice that is carefully selected and applied high
cultivate technology.
➢

Ingredients exclude plant protection products, fragrance

colorants, or preservatives.
➢

Flavor: mild sweet

➢

Calories: 130 per 1 cup (30g)

Benefits
➢

Cereals contain low-fat ingredients

➢

Fiber-rich cereals are beneficial for the digestive system. If you have chronic

constipation, it is suggested to load into the body every day about 30g of cereals of
all kinds. If you have a function high blood cholesterol, one bowl of oatmeal every
morning is a perfect choice.
➢

Cereals are rich in B vitamins that are beneficial for the energy production

quantity of the body. In addition, high levels of folic acid are essential for planning
for women to have a baby or are pregnant.

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➢

Cereals contain a good amount of iron, so take advantage of it to supplement

it. This is essential for the body. Pregnant women, athletes, or people with substance
deficiencies iron but must abstain from red meat should increase cereals daily.
➢

Cereals are low in salt. Suitable for people with high blood pressure or heart

disease circuit
3.Ingredients
Red rice flour 60%, oats 6%, green, black beans 3%, glutinous rice 3%, corn, soybeans,
rice, wheat, barley), lotus seeds 3%, vegetable cream powder, coconut powder, skim milk
powder 7% (Instant skim milk powder 7%), Isomalt 3%, calcium 0.7%, iodized salt,
xanthan gum thickener (E415), sweetener (INS) 951), anti-caking agent (E551),
Maltodextrin, synthetic flavoring for food.

B. Situation analysis
I. Industry
Healthy food
Citing Nielsen surveys and global reports in 2018, 37% of Vietnamese consumers consider
health to be among the top two concerns. According to WHO (2021), access to sufficient
amounts of safe and healthy food is key to sustaining life and promoting good health. A
report from CAGR shows that 76% of Vietnamese consumers want to know everything that

goes into their food,
Increasing food prices

while 89% are willing to
pay more for foods that

claim health benefits. In

a report,
consumers
health as
important


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behind only their job and the economy. This proves that there is an increase in the demand
of Vietnamese people for healthy food. As health is of paramount importance in Vietnamese
concern, there should be more products that claim health benefits. This also demonstrates
the growth and launching of new healthy and nutrient products entering the market, such as
yogurt, milk, cereal,…Nielsen research also indicates that 90% are concerned about the
long-term health impact of artificial ingredients. Therefore, along with the nutrient effect of
the product, customers also care a lot about the ingredients that they absorb, showing that
healthy products should provide them with more health benefits.

Among the top differentiating attributes that Vietnamese consumers consider when
choosing healthy products are calcium-fortified, vitamin-fortified, mineral-fortified,
micronutrient-fortified, made from vegetables or fruits, all-natural, high in fiber and low or
cholesterol.

According to Vietnamnews, the global market for plant-based foods and products replacing
meat is estimated to reach US$480.43 billion by 2024, which offers producers of these
products a great opportunity.
Cereal market
According to a statistical analysis
in

2018,

cereal

USD

Statista

production for Viet Nam was
48.9 million metric tons. Cereal
production
increased

of
from

Viet
9.09

500

Nam

300

INMILLION

of

600

million
400

metric tons in 1969 to 48.9
million metric tons in 2018
growing at an average annual

200

rate of 3.65%.

100
0

Chart 2. Predicted sales of Vietnamese cereal market

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Moreover, in the Statista report in 2021, it is highlighted that:
➢

Revenue in the Breakfast Cereals segment amounts to US$413m in 2021. The

market is expected to grow annually by 6.22% (CAGR 2021-2026).
➢

In global comparison, most revenue is generated in the United States

(US$21,476m in 2021).
➢

About total population figures, per person revenues of US$4.20 are generated

in 2021.
➢

In the Breakfast Cereals segment, volume is expected to amount to 108.2mkg

by 2026. The Breakfast Cereals segment is expected to show a volume growth of
2.2% in 2022.
➢

The average volume per person in the Breakfast Cereals segment is expected

to amount to 0.9kg in 2021.

Moreover, there is an upward trend in the sales of cereal from 2014 to 2021. The sales of

cereal are also expected to climb significantly in the following years. As healthcare is
among the most important concern of Vietnamese people, cereal is among the most
potential market for brand to develop and enter the market.
II. Consumers’ behavior
According to Mrs. Nguyen Thi Lam, Former Vice President of the National Institute of
Nutrition, the future trend of drinks will be products of organic or natural origin, with
limited sugar (Hoàng, 2020). As incomes are higher, the proportion of the young population
and the middle class grows, consumers will become wiser and raise standards, towards a
green, healthy lifestyle, through the use of food that contains organic and clean ingredients.
Regarding the impact of COVID 19, people have to stay at home and have more time to
care for their health. They usually seek food that can be made at home. For several people,
they do not have much time spent in the morning to prepare breakfast for themselves or
their family, they have a tendency to choose convenient, quick food but still claim health
benefits.
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III. Macro environment
1. Political factors
Governments all over the globe have extensive regulatory frameworks in place for all
aspects of the food business. This covers commercial kitchen cleanliness, produce storage
and transportation regulations, and even worker requirements in the food industry. Without
a dispute, this makes the food business one of the most strictly controlled. On the good side,
this guarantees that customers aren't exposed to low-quality nourishment, but the intricacies
of regulation undoubtedly eat into the food industry's profits (THOMAS BUSH, 2019)

2. Economic factors
The economic situation of the country is severely affected by the pandemic but there is a

recovery and an opportunity for the business sectors to grow again. However, major
obstacles remain stable, including:
➢

Due to the influence of objective factors such as the epidemic situation and

family finances, the demand for essential foods is still higher than for healthy
products, leading to a decrease in purchasing power and an increase in costs.
➢

Consumers' trust when shopping online is still low, online payment is not

popular, delivery and order fulfillment services have not kept up with demand,
hindering the epidemic. Besides, cross-border e-commerce and multichannel selling
are emerging quickly, causing difficulties for businesses selling directly.
3.Social factors
Extensive scientific data has evolved in recent years indicating that food patterns have
specific health or illness outcomes. Obesity, cardiovascular disease, type 2 diabetes,
hypertension, osteoporosis, and certain malignancies are some of the primary causes of
morbidity and death in industrialized and developing nations worldwide. The food sector
may play an important role in encouraging healthy diets, physical exercise, and innovative
product creation that adheres to dietary recommendations. The food industry has made
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initiatives to lower the quantities of saturated fats, trans-fatty acids, sugars, and salt in
processed meals, promote sensible portion sizes, and encourage the introduction of new,
smart, and nutritious alternatives. A reconsideration of existing marketing strategies might

potentially hasten health improvements (Sedef Nehir El and Sebnem Simsek, n.d.).
4. Technological factors
In food technology, we are seeing an increase in various sorts of automation. Advanced
production technology brings products with better quality, more features. Therefore, it
brings competitiveness for products in the middle of the market. For example, being
organized to grow crops according to a closed process, closely monitored by a reputable
scientific team, building a "green" restaurant model: providing complete information on
quality and origin. of raw materials and the restaurant's processing process, prioritizing the
use of environmentally friendly products; investing in new sanitary equipment, strictly
controlling the import/export process from suppliers, food preservation and processing,…

5. Legal factors
The laws of our country respect and encourage all business activities within the framework
of the law. Issue a number of ordinances on consumer protection, food hygiene and safety,
commercial law and franchising activities.
6. Environment factors
Not only is there growing awareness for the health repercussions of the food we eat, but
also for the environmental repercussions of the food we eat. It is generally understood that
the environment in which bacteria live and develop may have a significant impact on the
behavior of planktonic cells, including proliferation, resistance, toxin generation, and so on.
Temperature, nutrition, metals, water activity, pH, redox potential, microbial populations,
interaction with host, stressors, antimicrobials, and so on were among these parameters.

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IV. Microenvironment
1. Company

All THG products are aimed at improving human health. As one of them, TH true Red Rice
CEREAL also aims to improve public health and meet 5 core values of TH Group (For
‘True Happiness’, “For Public Health”, “True Nature”, “Environmental-friendly”,
Innovative thinking and harmony of interests) (TH Group, 2020). To meet those 5 values,
the product is guaranteed by the company from the production process until the product is
sold to consumers. Cultivation, care and harvesting techniques and processes are applied
synchronously to ensure quality and productivity. No residues of pesticides. Fragrance-free
- colorant. No preservatives. Product is processed and packaged according to standards,
ensuring food safety and technical requirements so that product grains are delicious for the
longest time. Moreover, this product is in the current product chain developed by THG. This
chain is geared towards the development of the community and they have a greater effect
when used together.

The vision of THG is to become the leading Vietnamese manufacturer in producing
products that have natural ingredients, and the mission of this corporation is to nurture
Vietnamese health by bringing healthy, nutrient, and qualified products. TH true CEREAL
is closely in line with this vision and mission of THG and will contribute to the
development of the TH ecosystem as it can be used with other TH products to make
delicious breakfast dishes such as TH true YOGURT or TH true MILK.

Besides, although TH dairy products are not historically standard in the Vietnamese diet, TH
true MILK and TH true YOGURT have become hugely popular. This is an opportunity for
TH to develop cereal product as the previous milk and yogurt products are successful in the
market. We intend to combine cereal and milk in marketing to promote the image and bring
it closer to customers

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2. Competitors
Direct competitor
Brand

Xuan An

Nestle

Xuan An dragon blood brown rice cereal

Feature

Nestle Nesvita cereal

Nestle Milo

It is a Vietnamese brand. Xuan An

Nestlé Nesvita is a prestigious product of the Swiss Nestlé Group, a group of

Nutrition Food Co., Ltd., founded in 2004

Nutrition, Health, Healthy Living with 150 years of research and development.

in Ho Chi Minh City, is a pioneer in

Products are now used by consumers all over the world.

manufacturing, importing, packing, and

distributing HEALTHY NUTRITIONAL
FOOD such as oats and chia seeds quinoa,
cereals, and so on. Customers praise Xuan
An dragon blood brown rice cereal goods
for their high-quality raw ingredients

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produced by the following criteria: Green
Food - Premium – Healthy.
Ingredient

Dragon Blood brown rice cereal contains

and benefit 18% oats, malt, maize, soybeans, sugar salt, fortified with critical elements,
vegetable cream powder, 0.5 percent

calcium, and fiber. As a result, it serves as a iron in Nestle Nesvita cerea
source of energy. For users, the amount is
374.4 – 457.6kcal/100g. The unique recipe
is low in calories, low in fat, and rich in
fiber, making it excellent for people of all
ages and those who wish to control their
weight adequately, bring a healthy body,
and a figure slim in that way (NGŨ CỐC
GẠO LỨT HUYET RONG 400G, n.d.)

Targeted

Ages six and older

customer

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Price

70,000 VND for a 400g Xuan An dragon

A bag (16 packets per bag) with a

98,000 VND for a 330g Nestle Milo

blood brown rice cereal package

total weight of 400g and a price range cereal package.
of 68,000-70,000 VND.

Due to the attractiveness of the eat clean market, especially the attraction of cereal products in the market, many other brands are likely
to enter, such as Vinamilk, Moc Chau,...They do not directly affect TH, but they can cause many difficulties for the company if they are
taken lightly. Brands Vinamilk, Moc Chau, have always been strong competitors of TH in the nutritional market ( milk, yogurt, etc.).
They have the conditions of famous brands and available fuel sources to research more about nutritious cereal products in the future.
Therefore, in the course of our product development, potential competitors can pose formidable obstacles. Besides, the attraction of
other nutritional products for breakfast of famous brands such as diet black bread (King Do), sugar-free diet cakes, is also a potential
competitor. Customers can choose these nutritious foods instead of TH true CEREAL.

Potential competitor
Due to the attractiveness of the eat clean market, especially the attraction of cereal products in the market, many other brands are likely
to enter, such as Vinamilk, Moc Chau,…They do not directly affect TH, but they can cause many difficulties for the company if they are
taken lightly. Brands Vinamilk, Moc Chau, have always been strong competitors of TH in the nutritional market (milk, yogurt, etc.).
They have the conditions of famous brands and available fuel sources to research more about nutritious cereal products in the future.
Therefore, in the course of our product development, potential competitors can pose formidable obstacles. Besides, the attraction of
other nutritional products for breakfast of famous brands such as diet

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black bread (King Do), sugar-free diet cakes, is also a potential competitor. Customers can choose these nutritious foods
instead of TH true CEREAL.
3. SWOT Analysis
STRENGTH

WEAKNESSES

➢ High-quality product nutrition: The product contains

➢ Price (higher price than other products in

low calories while increasing nutrient level.

the same segment on the market)

➢ Famous and reputable brand: The product has the

➢ New product in the market: TH true CEREAL goes

brand name from TH, therefore their quality is highly

after many other cereal brands.

qualified in customers’ minds.
➢ Standard production process and materials available:
TH has high technology and TH farm.
➢ Wide distribution network: TH retail store,
supermarket,…
➢ Strong financial potential
➢ Large market share, extensive distribution channel
system

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OPPORTUNITIES

THREATS

➢ Growth potential (The demand for people to

➢

use nutritious foods to eat clean increases)

which can cause product prices to increase

➢Healthy trends

➢

➢International market development

➢
Consumer trends and tastes are always
changing
➢

The price of brown rice tends to increase,
Competition in the market is fierce.

Various substitute products on the market.

(the risk of facing fierce competitors in the future in the
market with the presence of some famous brands:
Vinamilk, Moc Chau, etc)
➢

Due to COVID 19, it is difficult to push

sales for the product at retail stores
➢

Psychology of using foreign goods

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C. Strategies & Tactics
I. Objectives
1. Launching phase
Consumers' familiarity with the availability and accessibility of a company's product and
service is defined as brand awareness. If a company has a successful brand awareness
campaign, it means that its products and services have a solid reputation in the market and
are simply acceptable. Due to understanding of the brand and its uniqueness, brand
awareness plays a vital part in the purchase of a product or service and may have an
influence over customers' perceived risk appraisal and their level of assurance about the
buying decision (Ghafoor et al., 2013).

TH Group is a company that has built a reputation with many previous products such as TH
true MILK, TH true YOGURT, TH true JUICE...Therefore, with TH true CEREAL, the goal
here is to make users remember the product name, recognize the logo, design and color of
the packaging. At the same time, the benefits and differences in quality and nutrition of the
product are also something that needs to attract the attention of consumers.
1.2. Attract customers
Along with increasing brand awareness, attracting target customers is always an important
factor for a product. At this stage, the main goal is to get customers interested and eager to
try the product.
To do that, campaigns for discounts, trials, and giveaways at the stalls will be a top priority.
In addition, communication campaigns are also considered.

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1.3. Growth phase: Enhancing customer’s loyalty and increasing revenue
The longer the loyalty, the bigger the rewards. Research shows that over a cross-section of
industries, the longer a company retains a loyal customer, the more profit that customer
generates (Griffin, 2002).
To increase customers’ loyalty, we need to enhance their decision to repurchase and then
repurchase. A powerful way to motivate a customer to repurchase is to establish the idea in
the customer’s mind that switching to a competitor will cost the customer, in terms of
time, money or performance. With TH true CEREAL, this stage is the time to raise
awareness about the nutritional value of products as well as the brand reputation of TH
Group. At the same time, it is also necessary to have appropriate promotions and policies
for customers.
II. Segmentation and target customer
Market segmentation
Demographic
•

Psychological
•

Income: middle to high

Health care awareness

Behavioral

Geographic
•

Urban residents

•

Rural residents

• Customers willing to pay for healthy
products

After segmenting the market into 4 dimensions, there are 2 customer profiles that are
suitable for TH true Cereal.
➢

The first customer profile is people who are rural residents, had to middle to

high income, care about their health and are willing to pay for healthy products.
➢

The second customer profile is people who are urban residents, had to middle

to high income, they also care about their health and their family health and are
willing to pay for healthy products.
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Then we evaluated the market segments to find the final target customer
➢

Measurable: All of the segments have the information that TH true Cereal can

measure.
➢

Accessible: With the finances of TH corporation, the access ability of TH true

Cereal can be dealt.
➢

Substantial: We considered the rural residents in this criterion because this

segment is not large enough to serve, especially when TH true Cereal is new for
customers, it is hard to reach the rural customers.
➢

Differentiable: All of the segments are different that respond differently to the

product.
➢

Actionable: The TH corporation has enough resources to serve these

segments with a large amount of TH true Mart in big cities, which meant the rural
area is hard to approach the product.
Target Customer
After evaluating the market segments, we found the target customer to serve: Although TH
true Cereal is suitable for all ages, not everyone can afford to buy and use it often. Besides,
other competitors have taken a large market share, so TH true Cereal uses a concentrated

marketing strategy to target our market. TH true CEREAL mainly focuses on urban, middle
to high-income customers who have awareness and knowledge about their health, they have
a strict requirement when selecting products and perhaps medical advice to follow. This
group of customers is highly attracted to specialized healthy and dietary brands and
products, they are highly involved in the purchase decision, are highly brand loyal, and are
very unresponsive to sales promotions and special offers outside the brands they know and
trust. They are generally less price-sensitive as they understand that they need to pay more
for healthy quality food. They would be attracted to brands that specialize in higher quality
and nutritional products.

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III. Differentiation – Positioning
1. Differentiation
Product ingredients
Compared to other products, TH true CEREAL adds more nutrients
and lower calories (no sugar), while still keeping sufficient energy for
customers. Each ingredient is selected and processed carefully with
the main ingredients are made from red rice that is originated from TH
farm to qualify the quality of the cereal.
Distribution
THG has a wide range of TH true MART in several areas in Vietnam. People can easily
access the product.
Service and staff
Customers can come and try cereal or mix cereal with yogurt and milk at the sample bar at
each TH true MART so that they can taste and mix with yogurt or milk. This gives
customers a satisfying experience that they can reach and have a try before buying our

products. TH staff are equipped with a nice, consistent appearance to serve our customers
with the best attitudes. Moreover, the staff have detailed knowledge of TH products to
support customers with their suitable needs.
2. Positioning
Currently, the market is flooded with domestic and foreign cereal flour brands with
countless marketing messages. Every day, it affects the knowledge of consumers in many
ways from outdoor to TV, flyers, posters to print and electronic advertising…So do How

do consumers choose to buy our product instead of others? This is the question that
companies need to answer when offering a positioning method in the consumer's mind.
Brand positioning helps consumers remember the brand and product message, is not a

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simple thing. The solution of TH true Brown Rice CEREAL is to position the brand (Brand
Positioning) and build its personality brand personality consistently.
Product
TH true CEREAL chooses to position by bringing customers the products with the best
quality for health in which ingredients originate 100% from nature, and the main ingredients
are generated from TH farm. In addition, TH true Cereal also chooses a way to position
value for the product brand Products. TH true Brown Rice CEREAL leverages the
manufacturer's brand TH to demonstrate its quality and reputation to assure consumers of
product quality products and offer a price commensurate with the manufacturer's brand.
Because when the current product has a value to be positioned in the mind of the high
consumer usage, the positioning of new products is completely favorable. At the same time,
consumers often think that the money they spend to own a good must be worth the product's
value.

Price
TH true CEREAL has a high price, compared to other competitors. However, with the
quality of this product and also the brand image of TH Group, we are confident that the
price is reasonable.
Product quality
TH true CEREAL creates a minimal natural style for the product with 100% natural
ingredients from TH farm, mildly sweet flavor, high qualified production process to ensure
food safety. In addition, TH true CEREAL also focuses on product design to be oriented to
minimalism design that is consistent with the design of the whole TH products, with redbrown as the primary color. The name TH true CEREAL is created based on the consistency
with other products. The brand name will therefore make the right impression and stay in
the customer's memory longer.

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