The subject that i chose is vinamilk’s company vietnam dairy farm merchandise jsc (vinamilk) may be a vietnam

---GROUP ASSIGNMENT---

MARKETING PLAN

LECTURER: ĐOÀN THỊ THANH HƯƠNG
CLASS: IB1609
COURSE: SP 2021- MKT 101- Marketing Principles
TEAM MEMBERS:
1.Trần Trọng Nghĩa-HS160675

3.Nguyễn Thu Hiền-HS160905

2.Nguyễn Thị Ngọc Hiếu-HS160705 4.Nghiêm Thị Thu Hằng-HS163181
5.Trương Mỹ Hoàn-HS163011

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TABLE OF CONTENTS

I/INTRODUCTION ................................................................................................... 2
1.Purpose of our assignment ................................................................................... 2
2.About company...................................................................................................... 2
3.Vision .................................................................................................................... 3
4.Mission................................................................................................................... 3
5.Target customer..................................................................................................... 3
6.Target market ........................................................................................................ 3
7.Oganizational chart ................................................................................................ 4

II/SITUATION ANALYSIS OF VINAMILK................................................................. 4
1.Company SWOT – Product – Service Analysis ...................................................

4

2.Competitive Analysis .............................................................................................

7

3. Customer Analysis ...............................................................................................

8

III/ MARKETING ANALYSIS .................................................................................... 8
1. Market and target customer ..................................................................................

8

2.Competitive advantage ..........................................................................................

16

3. Marketing objectives ………………………………………………………………....... 17
4.Overall marketing strategy ...................................................................................... 18

IV/RECOMMENDATION ........................................................................................... 22
V/ REFERENCE LIST ............................................................................................... 23

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I/INTRODUCTION
1. PURPOSE OF OUR ASSIGNMENT
The subject that I chose is Vinamilk’s company - Vietnam dairy farm merchandise JSC (Vinamilk)
may be a Vietnam- primarily based company engaged within the food process industry, specifically, the dairy
industry. It's concerned in the manufacturing, marketing, wholesale mercantilism and retail distribution of
dairy products, cherished milk of varied forms and flavors, as well as fluid milk, milk powder and sweet
condensed milk, alongside yogurt, frozen yogurt, ice cream, cheese and baby nutrition flour. The corporation
additionally provides packaging and supplying services, beside technical support to farming and breeding
processes. To establish this strong company, Vinamilk has had management, operation play an important role
in organization structure, planning and decisions, business strategies, human resource management, and the
challenges faced by Vinamilk.
2. ABOUT VINAMILK COMPANY
Vietnam dairy farm merchandise JSC (Vinamilk) may be a Vietnam- primarily based company
engaged within the food process industry, specifically, the dairy industry. It's concerned in the
manufacturing, marketing, wholesale mercantilism and retail distribution of dairy products, cherished milk
of varied forms and flavors, as well as fluid milk, milk powder and sweet condensed milk, alongside yogurt,
frozen yogurt, ice cream, cheese and baby nutrition flour. different products embrace legume milk, rice
milk, bottled coffee, sugar, bottled juice and other non-alcoholic beverages. The corporation additionally
provides packaging and supplying services, beside technical support to farming and breeding processes.
Vinamilk was established on August 20, 1976 on the basis of three dairy factories from the old regime:
Thong Nhat Dairy Factory (formerly known as Foremost factory).Truong Tho Dairy Factory (formerly
known as Cosuvina factory). Dielac Powdered Milk Factory (formerly known as Nestl攃Ā factory (Swiss).
3. VISION
“To become a world grade brand in the food and beverage industry, where people put all their trust in
nutrient and health products.” (About us - Vinamilk, 2021)

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4. MISSION
“To deliver the valuable nutrition to the community with our respect, love and responsibility.”
(About us - Vinamilk, 2021). With more than 43 years of establishment and development, with the bravery in
renewing the mechanism, anticipating the application of new technologies, breakthrough bravery, promoting
the creativity and dynamism of the collective, Vinamilk has risen and become an economic bright spot
during Vietnam's integration into the WTO. Vinamilk has become one of the leading enterprises in Vietnam
in all aspects, greatly contributing to the development of the country and people of Vietnam (AchievementVinamilk,2021)
5. TARGET CUSTOMERS
Back to Vinamilk, by breaking apart its market supported analysing demographic and geographic
variables, it will be seen that Vinamilk’s goal is to satisfy all customers from kids to elders in any
occupation. Especially, the cluster of children underneath 14-years-old is taken into account the target
market that Vinamilk needs to return to. Within the gift time, Vinamilk’s section in rural areas and little cities
has been weak, thus, this segment will become the target market that Vinamilk wants to focus a lot of in the
early future (Vinamilk, 2016)
6. TARGET MARKET
Regarding Vinamilk target market, as a Vietnamese enterprise, in order to use the domestic market
that still has nice growth potential. Promote additional high finish and supplemental worth product,
particularly in urban areas. Penetrate and canopy rural areas with thought products that growth potential are
large. still build an oversized and robust domestic distribution system, increase market share and maintain
Vinamilk’s leading position within the market. Vinamilk ready for M&A activities and expand strong
cooperation with partners in all three directions of horizontal, vertical and combined integration; Prioritize to
seek M&A opportunities with dairy companies in other countries for the purpose of expanding the market
and increasing sales. Continuing to penetrate new export markets with the strategy of converting the

traditional goods export model into types of deep cooperation with the distribution partners in new key
markets (Development strategy- Vinamilk,2021)
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7. ORGANIZATIONAL CHART
Vinamilk's organizational chart is provided in an expert way and allocates departments in a
systematic and affordable way, specially decentralizing the duties of every member and branch within the
company. The organizational chart allows us function with inside the best way, supporting departments
paintings carefully collectively to create a robust Vinamilk.

II/SITUATION ANALYSIS OF VINAMILK
1. Company SWOT – Product – Service Analysis
S: Strengths
About the brand: Vinamilk is a strong brand with more than 40 years of construction and strong
development. Vinamilk has maintained its presence in the top 10 companies of the Top 50 in 2021 in
Vietnam, the Top 50 leading dairy companies in the world and the number one dairy brand in Vietnam.
About quality: Vinamilk is a large dairy and dairy product manufacturing and trading enterprise in
Vietnam with a wide range of product lines being traded on the market such as: powdered milk, nutritional
powder, fresh milk, and milk. sour cream, condensed milk, ice cream, cheese... Because it is a leading brand
with many popular products, Vinamilk cannot do poorly in its production and quality control. To prove this,
Vinamilk has published all of its certificates on the internet and social networks so that users can trust and
use their products with peace of mind.
Distribution network: Vinamilk's distribution network stretches across Vietnam with more than 250
distributors and more than 135,000 sales points nationwide. This large network helps Vinamilk capture a
large number of customers and ensure the introduction of new products and effective marketing strategies

across the country. In addition, Vinamilk also spreads and exports abroad Vinamilk has been present in 54
countries and territories, actively exploiting potential new markets in Asia. You can buy Vinamilk's products
everywhere in Vietnam, in stores, groceries, supermarkets, markets, websites, online shopping sites...
Marketing Strategy: With a large corporation with a long track record of achievements like Vinamilk, the
advertising, PR, and Marketing programs are very methodical and professional, highly humane, touching the
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hearts of users, typical. such as school milk programs, Tall Vietnam Milk Fund, the campaign "One million
green trees in Vietnam"... Besides, Vinamilk has a strong product research and development department.
Vinamilk attaches great importance to market research and understanding user tastes, as well as sales
activities of distributors, listening to consumer feedback in many aspects, and making good use of the media.
social network to make a brand and thanks to that, Vinamilk provides the best and most suitable dairy
products to consumers. And above all, Vinamilk is a brand with very strong financial resources, so they have
the power to invest in researching new products, implementing large-scale marketing strategies...
W : Weaknesses
Dependence on foreign raw materials: Because currently, in Vietnam, there are not many sources of
raw material supply (only 30%). Most of Vinamilk's raw materials are imported from abroad, so quality and
price control is a big problem for Vinamilk. Market expansion : Vinamilk's main export markets include
countries in Asia, especially Southeast Asia. Therefore, there is still a long way for Vinamilk to penetrate into
the European or American market. Too many factors affecting revenue: From competitors, because of strong
and continuous growth for many years, putting strong pressure on the Company and its human resource
management team, many new products are introduced. research but has not yet entered the testing phase to
launch into the market.
O : Opportunities
Vinamilk is a strong brand that has a lot of opportunities to grow and even it cannot be exhausted

because of the following. The first is about the increasing demand for milk from potential customers:
Vietnam is a developing country, along with this, people's knowledge is increasing and people are more and
more qualified to use it. use milk and complementary products of Vinamilk. From city people to rural areas
can be eligible to buy Vinamilk's products. In addition, Vietnam's population is very large and growing, so in
terms of demographics, Vinamilk is also very profitable because the demand for milk increases, and the
number of potential customers also increases.
Followed by changes in government policies: Currently, the Government has introduced many
preferential policies, reducing the burden on Vietnamese dairy enterprises in order to promote the
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development of the domestic dairy market. Strengthen price competition with imported goods. Import tax on
dairy materials in Vietnam is lower than commitments with the WTO. This is a good opportunity to help
businesses reduce production costs. Currently, the source of imported milk powder materials accounts for
75% of raw milk in Vietnam.
Competitors are gradually weakening: The Vietnamese dairy market has witnessed the participation
of many businesses, with many Vietnamese dairy brands producing fresh milk to the market, creating
product diversity and competition. The campaigns "Vietnamese people use Vietnamese goods" contribute to
promoting the competition of domestic brands, including Vinamilk. This is a good opportunity for Vinamilk
to accelerate its breakthrough and affirm the number 1 brand of fresh milk in Vietnam.
Has spread its market to foreign countries: Currently, Vinamilk's products have been exported to
more than 16 countries, contributing about 14% of total revenue. However, Vinamilk still has many
opportunities to expand export markets and do business abroad.
T: Threats
Along with many advantages and opportunities, Vinamilk is facing many challenges. Of course, the
challenge is a condition for a business to try to overcome and go further in the future. And below are the

challenges that Vinamilk is facing. The appearance of many competitors: In Vietnam, there are many brands
of fresh milk, both domestic and foreign, and this is inevitable. For modern people, they often like new
things, so if they find something better than Vinamilk, they will switch to those products, especially for big
brands like: Nestle, Dutch Lady, Abbott, etc. In addition, Vietnam has many "open door" policies, cutting
taxes on many products, including dairy products. Reduced tax on powdered milk from 20% to 18%,
condensed milk from 30% to 25%. This is a great opportunity for foreign businesses to penetrate the
Vietnamese market, opening up many choices for consumers.
Unstable input materials: Despite investing in many dairy farms according to international standards,
the company's main raw materials still have to be imported from abroad. Not to mention, dairy farmers are
no longer interested in their current work due to low profits, being forced by buyers of raw dairy cows,

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causing a significant decrease in the domestic source of dairy materials. This forces Vinamilk to compete
with many other companies that purchase intermediate dairy ingredients.
Challenges about customers (The export market has many risks, customers prefer to use foreign
milk): 90% of Vinamilk's export profit comes from exporting to the Iraqi market. However, this is one of the
most unstable regions in the world, so its export profit to this market is not as much as expected. On the
other hand, Vinamilk's main business product is fresh milk: food has a direct impact on consumers' health, so
the quality and nutritional content of the product is always what users care most about. The "foreigner"
mentality of Vietnamese consumers, preferring to use portable foreign goods over domestic products is also
one of the challenges of Vinamilk in particular as well as the domestic dairy industry in general.
2. Competitive Analysis.
For competitive analysis, we will talk about 5 competitive pressures that Vinamilk is facing in the
following. Pressure from customers: Customers, including wholesalers, retailers, supermarkets and end

customers can all put pressure on businesses, especially end customers. On the market today, there are many
different brands of milk with different designs and flavors. The price factor is no longer so important to
consumers. Customers will ultimately care more about the product's brand, difference, and outstanding effect
than price. Businesses at this time tend to build images for products through quality, brand, public
relations, .. followed by price. Because milk and Vinamilk's products are essential items used by many
people, when input materials increase, businesses can increase prices without affecting sales. Pressure from
substitutes: Since dairy products are subject to less threat from substitutes due to their popularity and
essential nutritional factors. So products that can replace liquid milk can be milk from cereal grains, soy milk
or soft drinks mixed with milk, .. Potential competitors: To enter this industry, businesses will face relatively
large barriers and to succeed is not an easy thing when this industry is now relatively stormy. peace. From
the cost of entering the industry, distribution channels to creating a difference for the brand, all need
differentiation and reasonable policies. Although this is difficult to do, once done, Vinamilk will go further.
Pressure from suppliers: Vinamilk's milk source mainly comes from the farm that the company
develops itself and small farmers. They do not have good care techniques, mainly spontaneous and amateur,
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so the quality of milk often changes erratically, putting them at many disadvantages. Therefore, the initiative
usually belongs to the side of the enterprise. However, that is only liquid milk, and in terms of raw materials
and powdered milk, Vinamilk is mainly imported from abroad by leading big brands in the world. For these
suppliers, Vinamilk does not have much advantage in bargaining power and is under a lot of pressure, but is
assured of the quality of input materials. Competition among competitors in the industry: Vinamilk is
currently facing relatively high competition from domestic and foreign brands such as: TH True Milk,
Nestle, Mead, Abbott, .. For liquid milk products, Vinamilk is facing fierce competition with big milk brands
such as Dutch Lady, Moc Chau, DaLat Milk, etc. In recent years, TH True Milk has emerged in an amazing
way that makes all brands that have existed for a long time in the industry must also be wary.

3. Customer Analysis.
Customers that Vinamilk targets are of all ages, suitable for Vinamilk..Vinamilk's product lines are
developed for children and teenagers because this age has a great demand for milk and consumption of dairy
products is the largest. Vinamilk divides target customers into two groups: Group of individual customers &
Group of institutional customers

III/ MARKETING ANALYSIS
1.Market and target customer
Targeted customer:
Vinamilk always brings you the best quality, nutritious and delicious products for your health. You
will not have to worry when using Vinamilk products. All ages and subjects are suitable for
Vinamilk.Vinamilk's product lines are developed for children and teenagers because this age has a great
demand for milk and consumption of dairy products is the largest.Vinamilk divides target customers into two
groups:Group of individual customers and Organizational customer group. Group of individual customers:
are consumers who have the need to buy and are willing to pay to buy Dielac Alpha products, especially
fathers and mothers with children from 0 to 6 years old. This group of customers has a relatively diverse
product demand (good product quality, nutritional value, reasonable price, packaging design, etc.) and
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accounts for a relatively high proportion. Organizational customer group: are distributors, wholesalers,
retailers, shops, supermarkets….willing and willing to distribute Dielac Alpha products of the company. This
is a group with requirements for discounts, sales bonuses, orders on schedule, etc. related to product
distribution.
Survey about Vinamilk for domestic customers: KHẢO SÁT VỀ VINAMILK (google.com)
Customer's level of use of Vinamilk products:

Through the survey results of the group and looking at the chart above, we can see the level of
market dominance of Vinamilk milk. With a large market share of 95.9%, Vinamilk is leading the market. In
which, the use of sweetened milk accounted for the highest position at 48.8%, low sugar milk accounted for
45.5%, followed by unsweetened milk accounted for 35.8%, other types of milk such as chocolate milk
accounted for 34.1% and the lowest was Strawberry milk accounted for only 8.06%. This proves that dairy
products are widely sold and most people know and consume, which is sweetened milk. Strawberry-flavored
milk alone occupies such a small market share because this product is new and strange to consumers.
Thereby, we see, Vinamilk company needs to map out a better advertising strategy so that consumers know
more about strawberry milk and expand its market share.
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Popularity of Vinamilk milk:

Looking at the chart, we see that Vinamilk is leading the Vietnamese dairy market with a customer
usage rate of 95.9%, although it is followed by many famous milk brands such as TH True Milk, Dutch Luch
Lady, etc. Moc Chau, Milo,... Vinamilk also focuses on products for all genders, all ages,... For example,
height growth milk for 17 to 25 years old, dairy products for the elderly over 45 age, or low-sugar, low-fat
products for people with heart disease/weight loss,... From that, we can see that Vinamilk's popularity is very
high.

Customer loyalty to Vinamilk:

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This chart helps us to determine that Vinamilk's dairy products are chosen by the majority of
customers with a high percentage due to the benefits that the product brings to consumers because the
customer's psychology has been focusing on health. , food safety. The majority of survey respondents have
chosen Vinamilk products since they were young (66.77%), 18.7% of survey respondents have trusted
Vinamilk for more than 10 years.

The frequency of users buying Vinamilk's dairy products is quite high, which shows Vinamilk's
continuous and stable output since its establishment to the present.

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When asked if they would support Vinamilk when launching new products and raising prices, a very
high percentage of respondents chose "yes" (58.5% for new product launch and 49.6% for new product
launch). price increase). That shows the trust and willingness to be regular customers in the future of the
majority of Vietnamese people. There are 39% (for product launch) and 36.6% (for product price increase)
customers do not know the answer and customers do not often refuse outright about this issue. This confirms
that they do not care much about the product and not much opportunity for this product in the hearts of
customers, the possibility of being forgotten, unused of the product is quite high or in other words, the
product does not really have a place in the market. customer satisfaction and there is no doubt that there is a
place for customer loyalty for the current product that the customer is really convinced and absolutely

believes the product is good for the customer.

Media:

According to the ratio summarized above, we can see that TV advertising is the most effective
product promotion channel with a survey rate of 77.2% because it is a means of widespread, unlimited
effectiveness. and create a visual impression of product quality from the viewer. Next, the percentage of
customers who know about the product from other channels such as being bought for use by relatives or
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introduced by friends also achieved the survey rate of 51.2%. This is the way that customers can know the
product indirectly. The magazine advertising method achieved a survey rate of 28.5%. This is a traditional
method of product promotion, but the effectiveness that it brings is not high because most customers want to
feel the product in an impressive, vivid and intuitive way, and those are also the limitations that magazine
ads failed to deliver.
Customer satisfaction:

The satisfaction we survey here includes quality, price, popularity, product design, and health and
safety - important factors that influence the development of a product. Through the results table above, we
see that the level of customer satisfaction with the product accounts for a very high rate (all are over 50%
and the highest is up to 80%). Very few survey respondents are not satisfied with Vinamilk products (lower
rate 5%). However, the level of user satisfaction with the product design is still at an average level (53%),

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which sets out for the company to improve the quality of product packaging to make people feel more
satisfied.
Distribution level of the product:

Nowadays, the Vietnamese market pays more attention to the efficient service of goods to
consumers, so intermediate distributors are always welcome and accepted. Getting more attention from
customers. Typically, grocery stores are chosen to buy more products with 92.7% because of the convenience
of location and variety of items. In second place are large supermarket chains with a rate of 77.2% with a
commitment to quality, price and service quality, followed by supermarkets with 37.4%, and the lowest
percentage is Vinamilk's stores. . This proves that Vinamilk has distributed, and enhanced the selling position
of products of agents, markets, grocery stores, etc., because it is closer to consumers and diversifying types
of widely distributed products.
Preferred form of promotion:

From this ratio table, we can see that price has a high influence (23.6 %) on consumption customers
and have a great influence on the consumption of products. Currently, Vinamilk's price is higher than
familiar products that customers choose because of their trust, preference, and habit used to consume,
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suitable for the pocket. That helps Vinamilk find the right price to penetrate the market, gain market share of

the market and win the trust of customers, stimulate product consumption…. But other forms of promotion
are also chosen by customers with gift giving (20.3%), free trial product (14.6%) and winning (13.8%),...
This speaks to the influence of the promotion. Promotion is a great consumer stimulus if we know how to
combine once or in turn to bring the highest promotion effect for Vinamilk products. Besides, accumulating
points for gift exchange and other forms, although rare, the rate is not high, but we can alternately use them
with discounts or gifts to satisfy customers' shopping ability and maximize profits for the home manufacture.
Product improvement to perfection:

Looking at the chart showing that customers want Vinamilk to improve to launch new products in
the future is quite high (accounting for 88.4%). This means that customers care the most about quality and
price because it affects psychology, preferences and the ability to consume products. Thereby, Vinamilk
needs to research and introduce new products carefully: Quality: New products must have differences in
taste, characteristics, visible color or feature for easy comparison and evaluation with the product favorite
products that customers have been using, the product looks sweet and fatter while customers are reducing
sweetness and slimming on all foods products for daily use. Price has a great influence on Vietnamese
consumers with the following criteria: product quality and affordable price. Shape: an eye-catching and
beautiful shape always delights consumers and have a higher probability of being selected. Currently,
Vinamilk's products only focus on logos for easy identification by customers, not really innovative and eyecatching. Place of sale: not many, not widespread and not attractive display for customers to choose, not
popular for agents to focus and give preference to new products that come closer to customers. more
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consumption. Vinamilk's stores cannot compete with other stores. Advertising: there are not many media
such as newspapers, magazines, radio and public advertising means such as on buses, bus shelters..., the
promotion team has not appeared in supermarkets and on the streets and markets, so they have not yet
appeared. known and tried by consumers. Promotion is also a way to attract customers to products to gain a

foothold in the market and most customers choose to reduce prices and increase product volume.
2. Competitive advantage:
Vinamilk is the largest dairy company in the country with a market share of 37%. The factory scale
is also the largest in the country with a total capacity of 504 thousand tons/year, reaching 70% efficiency.
Company core values: (differential advantages)
Respect: self-respect, equality and dedication to the development of the company are the things we
cherish. Willingness: dare to think, dare to do, dare to take responsibility to overcome all challenges to
achieve committed goals. Open and honest discussion with a constructive spirit is the basis to help our team
become more engaged and stronger. Integrity: whatever we do is honest, transparent and ethical .
Harmonizing benefits: Vinamilk's interests are also the interests of employees, partners, the state and society.
Efficiency: always interested in added value in all investment, business and work activities. Creativity: we
respect passion, original discovery and cutting-edge solutions. Openness: frank exchange with a constructive
spirit is the basis to help us become closer and stronger.
Competitive advantage:
The advantage of scale comes from a large market share in most dairy and dairy product segments,
with more than 45% market share in liquid milk market, more than 85% market share in edible yogurt and
milk market In which, the two main product lines, liquid milk and edible yogurt, have a continuous growth
rate of more than 30% per year.Vinamilk is a famous brand.Capable of pricing in the market.Owning a
strong and famous brand Vinamilk, which is a clear leader in the level of trust and preference of Vietnamese
consumers for nutritional products.The proactive and nationwide distribution and sales network allows
Vinamilk's key products to be present at more than 141,000 large and small retail stores nationwide, over 220
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distributors, in all 63 provinces and cities of Vietnam. country. Vinamilk branded products are also present in
the US, Canada, France, Russia, Czechia, Poland, Germany, China, Middle East, Asia, Laos, Cambodia...

Having a sustainable strategic partnership with suppliers, ensuring a stable and reliable source of raw
materials at the most competitive prices in the market. As the largest milk collector in the country, it has the
ability to bargain with farmers.Research and development capacity of new products according to market
trends and consumer needs. Professional management systems and processes operated by a team of qualified
and experienced managers proven through the company's sustainable business results.Experienced sales
team of 1,787 sales staff across the country. Modern and advanced production equipment and technology
according to international standards Competitive strengths are evident in the following properties; Industry
leading position supported by well-built brand; Diversified and strong product portfolio; Wide distribution
and sales network; Sustainable relationships with suppliers, ensuring a reliable milk source; Market-oriented
research and development capacity; Good management experience proven by sustainable business
performance; Equipment and production technology meet international standards.
3. Marketing objectives:
Capture at least 35% of the powdered milk market segment in the next 2 years. The ultimate goal of
the company is to maximize the value for shareholders and keep up with the business development strategy
based on the following key factors: Consolidate and develop a system of strong brands to meet the demand
and consumption trends of Vietnamese consumers. Developing Vinamilk to become the most trusted and
reliable brand in product nutrition and scientific reputation by applying scientific research on the specific
needs of Vietnamese people in nutrition to develop and launch the best products for Vietnamese consumers.
Invest more in business and market expansion of healthy beverage products through Vfresh's core brand to
meet the growing demand for healthy and natural beverages. Enhance distribution quality and network
coverage to expand market share in markets where Vinamilk's segment is not high, especially in rural areas
and small towns. Discover the strength and reliability of Vinamilk as "the most trusted and trusted brand in
nutrition products and scientific reputation for Vietnam" to capture at least 35% of the powdered milk market
segment in the next 2 years. Comprehensively develop the dairy product portfolio, targeting a large number
of different consumers and expanding the added value of high-priced products to increase the company's cost
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of profit. Continue to improve supply network management capacity. Maintain and develop a stable,
proactive, and effective distribution network. Developing raw material sources to ensure a stable supply of
fresh milk with high and reliable quality and competitive price.
4. Overall marketing strategy
PRODUCT
Vinamilk with more than 200 products provides customers with international quality nutritional
solutions, meeting the needs of all subjects. Consumers with delicious, nutritious and healthy products
associated with market-leading brands. Product improvements: Vinamilk products are convenience goods so
the company is constantly researching and improving products.Vinamilk's product research and development
team is always update with the latest knowledge about technology, as well as deeply understanding the
domestic and foreign markets to find opportunities and ideas for product development .
Today, the trend of using herbs derived from nature, good for health and beauty, is the first choice of
consumers. Understanding that need, Vinamilk has launched a product of drinking water from reishi
combined with honey distilled from nature for customers' health care. In addition, Vinamilk also develops
natural beverage products V-fresh such as apple juice combined with fresh aloe vera, pickled apricot water
that retains the traditional flavor of Vietnamese people. Besides, Optimum Mama powdered milk, is a
premium product for pregnant and lactation mothers, both supplemented with beneficial bacteria, and
supplemented with fiber and some nutrients to help increase resistance, support immunity for mothers, limit
diseases throughout pregnancy.Public health care, especially children, is one of the tasks that Vinamilk
always cares about and aims for. Prominent in the product lines that have been launched in 2013 is Dielac
Optimum Step 4 for children from 4 to 6 years old, the product is supplemented with FOS soluble fiber
system and bacteria beneficial to the intestinal tract, good for the digestive system. Understanding that the
majority of children do not eat a lot of fruits and vegetables in their daily diet, Vinamilk has successfully
researched and marketed three types of juice products- Juki : Orange, Strawberry and vegetable juice
(including 13 vegetables), supplemented with Vitamins A, C , D3, fiber... necessary for the comprehensive
development of the child. Escaping the trail of traditional products, Vinamilk has launched a line of fresh
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milk products, organic milk to support the immune system, supplemented with Vitamin D, A, C and some
nutrients to help support the immune system, increase resistance to diseases; soy milk supplements Canxin,
Vitamin D; Probi yogurt...
Quality standards: In order to strictly control the production process and product quality according to
international standards, Vinamilk applies a quality management system in accordance with iso 9001:2008
international standards throughout the company. HACCP standards to ensure food safety; ISO 17025:2005
standard for laboratories. (Vinamilk làm gì để chinh phục thị trường thế giới,2016). In addition, Vinamilk
also cooperates with the National Institute of Nutrition and the world's leading nutrition group DSM –
Switzerland, applying international standard nutrition to dairy products for children and consumers in
Vietnam
Packaging: For foods, beverages, packaging not only plays a role in protecting products but also an
effective marketing tool, but also needs to be designed to create cravings, to be eaten, to be drunk and felt by
other senses. In order to promote the brand, Vinamilk Vietnam Dairy Joint Stock Company has devoted the
design of the brand name including: Logo, product packaging,. Because Vinamilk mainly serves the
customers who are children, Vinamilk uses iconic images, close and interesting to healthy and playful cows
in the green field. The funny and cute images are the way to attract and commit to product quality,
connecting customers with the Vinamilk brand.
And it is not difficult to recognize what the Vinamilk brand name means because it is quite
impressive, easy to remember. Vinamilk is ‘’vina’’ and ‘’milk’’. ‘’Vina ``stands for Vietnam. “Vi’’ – also
Victory is a victory for all difficulties, overcoming all challenges to succeed. “Milk” is an English word with
the meaning of milk. It is characteristic of the brand – providing dairy products such as fresh milk,
yogurt,...When using the brand name Vinamilk wants to affirm the brand of Vietnamese milk. The brand
name is simple, familiar as everyone understands but carries a meaningful message of Vietnamese national
stature. Over the years of establishment and development, Vinamilk brand name has been present throughout
the country, abroad, throughout Supermarkets and Stores in Vietnam.

PRICE
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In 4P Marketing strategy, price is always a top concern because this is a competitive factor and
encourages consumers to decide on product choices. Price stability: Vinamilk has maintained a stable selling
price since mid-2008. Currently, Vinamilk's selling price on the market is only about 1/3 of the price of
foreign milk. With the current milk price, Vinamilk accepts to reduce profits or offset from the business of
many different product lines to share the spending burden with consumers, not losses. More for more: When
the current product has a high value positioned in the minds of consumers, the positioning of the new
product is completely favorable. A series of vinamilk brands are upgraded such as Dielac to Dielac Alpha
with colostrum, Friso to Friso Gold, Dumex to Dumex Gold. The same for less: If current products have low
positioning values, companies often use the same value positioning but keep the price less. It can be clearly
expressed when comparing Vinamilk products with other brands. The most obvious is when Vinamilk locates
their line of pasteurized milk.
PLACE
Vinamilk's extensive domestic distribution system, with the coverage of 125,000 retail outlets today.
Expanding the domestic market to consumers through 2 channels: traditional (distributor, retailer), patio
(supermarket). Export market: The company always seeks and expands export markets through other
countries in the region and the world to maintain and develop export revenue. Up to now, Vinamilk's
products have been exported to more than 40 countries around the world, including Southeast Asia, the
Middle East, Africa and others (Thị trường nước ngoài Vinamilk,n.d) [24]. And most recently, in 2020,
overcoming covid-19 difficulties, Vinamilk exported milk to the Chinese market.
PROMOTION
Advertising campaigns are replicated throughout the mass media: Traditional advertising (television,
billboards, newspapers), Internet Advertising (social media and online advertising techniques) with homity

images: lovely cows of a beautiful, energetic nature.
Public relations: Milk Fund "Reaching High in Vietnam"Vietnam High Rise Dairy Fund was
established in 2008, under the chairman of the Vietnam Children's Fund under the Ministry of Labour,
Invalids and Social Affairs, supported by Vinamilk, Vietnam High Rise Dairy Fund always aims at
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disadvantaged children in the country with seemingly simple but very practical actions. It is giving them
nutritious milk cups to help them have the opportunity to develop more comprehensively physically and
intellectually to have a brighter future. Celebrating its 45th anniversary, Vinamilk kicked off the 2021
journey of The Vietnam High Rise Dairy Fund with the campaign "Million glasses of loving milk, millions
of happy smiles". In the campaign from 27/03 to 15/04/2021, with each share posted, you will send 10 boxes
of milk to disadvantaged children across the country.Responding to the call of the Government, Vinamilk
company through the campaign "You are healthy, Healthy Vietnam" donated VND 10 billion to the covid 19
vaccine fund .Since the outbreak, Vinamilk has donated a total of more than VND 65 billion to the
Government's epidemic prevention and control activities and supported frontline forces, taking care of
nutrition for the community during the pandemic.
Sales promotion: Vinamilk has had many promotional activities: Welcome Super Summer with
attractive incentives only available at Lazada Mega Deal: Discount up to 21% for Vinamilk milk products,
and ship 0đ; From 01/06/2021to 30/09/2021.Buy any 1 whirlwind (4 boxes) of Vinamilk ADM, will receive
1 tag on each cyclone. The card content will be one of the following 2 types: You have won 1 bicycle / TS
without winning. Consumers when buying 48 Vinamilk milk bottles 220ml of all kinds: sugary, sugar-free,
low sugar, strawberry flavor, chocolate are received 1 multi- function plastic box or 1 case of heat-retaining
plastic.
Sponsorship: Vinamilk sponsored the program "Chiếc lá yêu thương" with The Vietnam High Rise
Milk Fund to visit and share with a situation of "unhealthy leaves" in the central part of the country. The

program was broadcast on VTV1-Vietnam Television (Vinamilk “Trao cơ hội đi học, cho cơ hội đổi đời,
2020). Besides, 2/7/2019 (Vinamilk) signed with Vietnam Football Federation (VFF), Vinamilk will be the
sponsor for the national men's and women's

football team, the national U22/U23/Olympic team for 3

years (2019 - 2022).As the main sponsor, Vinamilk will accompany VFF and national teams towards the goal
of bringing Vietnamese football to new peaks -for a high-rise Vietnam.
Direct Marketing:
Complaint Handling Website: />21 | P a g e

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Hotline: During business hours :
HO CHI MINH CITY HCM : (08) 54161270
Da Nang : (0511) 3897.449

Hanoi : (04) 37246.019

Can Tho : (0710) 3828.824

On February 15, 2012, Vinamilk and Viettel signed a cooperation cooperation to build and deploy online
sales management software.
Personal Selling: Vinamilk has a large, well-trained sales staff, with a firm understanding of
Vinamilk, understanding customer psychology and, more importantly, a professional working style, good
communication ability, always enthusiastic in working and ready to share with customers questions.
IV/RECOMMENT

1. Limitations of the study and results
Some information is not available to research or being kept as top secret. Limitation of experience:
having trouble in filtering suitable and useful information; not being practiced in real life or real company
leads to not being able to give the suitable solution or analyze strategies clearly. In addition, not everybody is
willing to do the survey or do the survey truthfully. The result of the survey may have errors or be erroneous.
2. Recommendations about 4Ps marketing strategy
Maintaining the No.1 position in Vietnam market and aiming to reach the Top 30 of World’s Largest
Dairy Companies in terms of revenue, Vinamilk has identified a development strategy with three main pillars
for execution, including:
PRODUCT : APPLICABLE INNOVATIONS: Continue to R&D to develop more new products with
innovation; expand and diversify portfolio based on consumers’ preferences and demands; as well as bring
various and convenient experiences to them.

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PLACE : CONSOLIDATING THE LEADING POSITION IN THE VIETNAM’S DAIRY
INDUSTRY: Continue to build a large and strong domestic distribution system, increase market share and
maintain Vinamilk’s leading position in the market
PRICE: Vietnamese consumers expressed their desire for a better shopping experience. With the aim of
improving customer value, thereby increasing customer loyalty, Vinamilk should continue to promote price
promotions for the benefit of consumers. And the most important thing is to keep prices stable and affordable
to suit Vietnamese consumers
PROMOTION
Increased use of digital platforms ; The Great Enemy has made Vietnamese consumers accept e-commerce
platforms and online shopping channels faster, especially when buying certain product categories. Therefore,

the company should develop market access strategies by building multiple sales channels, connecting with ecommerce platforms (shopee, lazada, ...) and trying to overcome problems existence of logistics (set up
home delivery service)
V/ REFERENCE LIST
[1] />[2] />[3] />[4] />[5] />[6] />[7] />[8] />
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[9] />[10] />[11] keting/swot-analysis-vinamilk-2020/
[12] />[13] />[14] />[15] moi/
[16] />[17] />[18] qua-bao-bi-san-pham.html
[19] />[20] />[21]: />[22] />[23] [PDF]Vinamilk Marketing Plan.pdf (tailieumienphi.vn)

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