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


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
(Achievement-Vinamilk,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. Strawberryflavored 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 lowsugar, 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 eye-catching. 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
19 | P a g e