About TH True milk company

I.

Introduction
1. About TH True milk

Leading dairy company TH True Milk is famous for its premium products and is
dedicated to providing customers with nutritious and delicious milk. TH True Milk
has a history of establishment since 2008 and has now established itself as a reliable
brand with 45% market share of fresh milk in urban areas in Vietnam (Thuy Chi,
2022)


Brand Footprint Report 2022 Kantar - Top 10 Dairy and Dairy Products Brands Most
Consumers Choose to Buy

TH True Milk has been placed second among the Top 10 Most Selected Brands for
dairy and dairy products in metropolitan regions, according to the Brand Footprint
2022 survey. That supports TH True Milk's status as the premier dairy company in
Vietnam with products made from premium fresh milk that adhere to well-respected
worldwide standards..
2. About TH True NUT
The success of fusing cutting-edge technology with inventive product design has led
TH True Milk to continue growing its product lineup with TH True NUT. This
product combines innovative science with scientific nutrition using clean, fresh milk
from TH Farm, wholesome nuts, and Vietnamese agricultural goods like walnuts and
macadamia nuts, among others. With TH True NUT, TH True Milk reaffirms its
dedication to offering consumers sustainable and healthful goods.
II.

Situation Analysis
1. Digital Environment Analysis

1.1.

Micro digital environment analysis

a. Customer analysis


Geographic segmentation: will mainly be distributed in urban areas



Demographic segmentation: focus on customers from 18 - 50 years old and 50
years old and above.



Behavioral segmentation: targeting customers who have a healthy lifestyle,
regularly participate in fitness activities such as gym, diet.



Consumer segment: individuals and families interested in health
b. Competitors Analysis: Vinamilk Super Nut



Digital advertising platform: Both TH genuine NUT and Vinamilk NUT have
employed digital advertising platforms to advertise their goods. True NUT
employed Facebook in-feed video advertisements, which greatly raised brand
recognition with 37 points. Vinamilk, on the other hand, boosted 23%

awareness and capacity to associate messages with Facebook advertisements




Innovative strategy: Both organizations developed creative techniques to
interact with their customers. Vinamilk's "Confidence in Vietnam" marketing
emphasizes social responsibility, whilst TH real NUT's "Clean milk" campaign
focuses on product attributes and targets young parents.



Market dominance: Vinamilk has a dominant market position in Vietnam,
holding 40% market share in the dairy market.

c. Intermediaries Analysis


Retail distributors: TH true NUT cooperates with retail stores and supermarkets
such as AEON MALL, Winmart with "buy 2 get 1 free" promotions, so that
customers can access the products.



Online market: E-commerce platforms such as Lazada, Shopee and Tiki help
brands reach consumers who like to shop online with Vouchers and offers
during the Sale Day.



Social media platforms: Regularly post on fanpages in Facebook, Tiktok to
promote the public and promote customers' purchasing decisions
1.2.

Macro digital environment analysis using PEST framework.

a) Political factors:




Vietnam's political system, led by the Communist Party, impacts TH True
NUT's operations and market position through government policies and
regulations.
b) Economic factors:



Vietnam's dairy industry has seen significant growth, with revenue nearly
doubling from US$4.4 billion in 2017 to US$8.4 billion in 2021. However,
domestic production only meets 40-50% of demand, resulting in significant
dairy imports worth $11.8 billion in 2021. Economic growth and fluctuations in
consumer purchasing power may affect TH True NUT's revenue and profit.
c) Social factors:

Vietnam has a large population, a young population and a fast growth rate, so TH
True NUT has opportunities for potential customers. Milk consumption per capita is
expected to increase due to a young population of 40 liters by 2030 and increasing
purchasing power. However, concerns about wealth distribution and an aging
population may also affect consumer preferences and demand for dairy products.

d) Technological factors:
Vietnam's growing IT sector could impact TH True NUT's marketing and distribution
strategies, focusing on digital marketing and e-commerce.
e) Legal Factors
Vietnam's openness to foreign companies is an opportunity for TH True NUT, but
adherence to food safety and import/export rules is crucial.
f) Environmental Factors:


Environmental challenges in Vietnam can affect TH True NUT's supply chain,
product sourcing, and sustainability efforts.
2. Channels Audit

Digital Tools, Techniques, and Platforms

Effectiveness

Social media platform

TH true NUT's Facebook in-stream video ads
achieved remarkable success, boosting brand


awareness and capturing viewers' attention.
The website's diverse product portfolio allows
TH true NUT to showcase various dairy and

Website and e-commerce

nut products, attracting potential buyers and

driving online sales.
Utilizing design tools, TH true NUT can create
visually appealing content that enhances brand

Content Marketing

aesthetics and resonates with its target
audience.

3. SWOT Analysis
Strengths

Weaknesses

Leading dairy company in Vietnam with

Environmental pollution from farm

advanced technology and integrated

activities

production .
Offers natural, nutritious, and innovative

Higher pricing compared to competitors .

dairy products
Diverse portfolio (fresh milk, nut milk,…)

Limited skilled workforce in the country.

High-quality clean vegetables, fruits, rice,

Limited online presence across various

and agricultural specialties
Opportunities

digital channels

Nut-based products have a promising market
due to health benefits and plant-based food
trends.
Rising demand for healthy snacking and
plant-based food in the region.

Political instability and leadership changes
cause business uncertainty in Vietnam.

Potential for international market expansion.

Competitive pricing

Threats

Environmental issues and pollution impact
company reputation and operations.

Vietnam's growing IT sector offers improved Possible labor shortages impacting

production and distribution.
digital marketing prospects.




Level of integration between channels: TH True NUT should leverage ecommerce platforms and social media channels to boost brand awareness.
Enhancing digital marketing with creative content is vital for revenue growth
and market expansion.



Suggestions for improving digital marketing performance:

+ Environmental Responsibility: TH true NUT should prioritize sustainability by
implementing initiatives like tree planting in exchange for packaging, addressing
environmental concerns.
+ Health Trend Advantage: Leveraging the rising demand for healthy snacks and
plant-based foods, TH true NUT can tailor marketing messages to highlight the health
benefits of nut milk products, attracting customer interest.
+ Integrated Marketing Events: TH True NUT can enhance customer reach through
in-store events and exhibition booths, combining media campaigns for closer
engagement, increased brand awareness, and higher sales.
+ Social Media Utilization: TH True NUT can maximize social media platforms like
Instagram, TikTok, and YouTube to share captivating content about nut milk, utilizing
short videos, images, and featured content to connect with the target audience.
4. Conclusion
The report highlights TH True Milk's position as a leading and trustworthy dairy
company in Vietnam, with a significant market share. TH True NUT reflects the
company's commitment to sustainability and combines technology and nutrition. The

analysis targets health-conscious customers, while competitor analysis includes
Vinamilk Super Nut's digital strategies and market dominance. The PEST framework
examines various factors, and the channels audit emphasizes effective digital tools.
SWOT analysis identifies strengths, weaknesses, opportunities, and threats.
Recommendations include addressing environmental concerns, capitalizing on health
trends, integrating marketing events, and leveraging social media for improved digital
marketing performance.


References 190 word
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Vinamilk, Unilever, and Masan Consumer are the top 3 leading manufacturers
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Value of Dairy Products Imported into Vietnam in 2021 was $11.8 Billion, an
Increase

of

12.4%

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-

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