Bài tập nhóm Marketing (full tiếng Anh) về Dalat Milk

MARKETING PLAN
DALATMILK PASTEURIZED MILK


TEAM MEMBER

1

Phạm Việt Anh

11190500

2

Phí Thanh Huyền

11196463

3

Nguyễn Thị Hà Ngân

11193698

4

Phạm Thị Như Quỳnh

11194510

5

Nguyễn Hà Phương

11206583


O u t l i n e

A. CURRENT SITUATION ANALYSIS AND FUTURE
FORECAST
B. ANALYZING THE MARKETING ENVIRONMENT
C. SWOT
D. OBJECTIVES AND STRATEGIC DIRECTION
E. ACTION PLAN

2


A. CURRENT
SITUATION
ANALYSIS AND
FUTURE
FORECAST

4


1. About the company: Dalat Joint Stock
Company
• Established in: 2000

• Headquarters: 9K Hai Ba Trung, Ward 6, Dalat City
• Products: Milk and milk-related products
•

In 2014, Dalatmilk was taken over by TH Corporation.

• Line of business
-

Pasteurized milk

-

Sterilized milk

-

"Yogus" Yoghurt

-

"Yogus" Yoghurt Drink

-

Peach flavored Yoghurt Drink

-

Private label products Co.op Mart

CURRENT
SITUATION
ANALYSIS
AND
FUTURE
FORECAST

5


2. Business situation
a. Market position

b. Business risk

- Dalatmilk products are distributed in
supermarkets and grocery stores all around
the country
- There are 6 distributors in the Northern
region, 9 in the Central region and 12 in the
Southern region.

- The dairy industry is an attractive
potential market for businesses, with fierce
competition between big, familiar names in
the country
- Natural disasters and epidemics occur
more frequently and are more serious

c. Business development prospects
- Vietnam's dairy industry in 2019 had relatively good growth, especially liquid
milk, yogurt and condensed milk.
- As a dairy company whose products are widely used in many famous chains,
cafes and milk tea shops in Vietnam, the revenue of Dalatmilk is expected to increase
in the coming time.

CURRENT
SITUATION
ANALYSIS
AND
FUTURE
FORECAST

6


3. Dalatmilk Pasteurized Milk
a. What is pasteurized milk?
Pasteurized milk: 100% pure fresh milk, retaining beneficial
bacteria (all natural vitamins, substances and milk flavor),
recommended to preserve 7-10 days at 2-6 degrees Celsius.
b. Dalatmilk pasteurized milk
Made from pure fresh cow's milk in Lam Dong plateau,
processed at low temperature (75-99 degrees Celsius) to

CURRENT
SITUATION
ANALYSIS
AND

FUTURE
FORECAST

remove bacteria, pathogens and keep intact the delicious taste
and nutritional value. It is then cooled for about 3-4 seconds.

7


B. ANALYZING THE
MARKETING
ENVIRONMENT

8


Macro
Environment

1. Demographic environment
- Vietnam is a populous country with high population growth rate, about 1% per year →
It is a good condition for dairy market to grow.
2. Economic environment
- People have higher income and they are more and more concerned about health
problems
- There are numerous state preferential policies and support for dairy farmers.
3. Natural environment
- The natural conditions are quite suitable for the development of dairy industry
- Covid-19 pandemic has little effect on the dairy market because people care more
about health and drinking milk is believed to be a good way to stay healthy.

4. Technological environment
- There are more and more cutting edge technological advances that help to improve
the quality of milk.
- Modern technology of processing, packaging and preserving can help build customer
trust in the product.
5. Political environment
- The government has many policies that support business to develop
- The state also reforms the legal system to ensure security and political stability
6. Social - Cultural environment
- Customer behavior is changing due to economic integration, cultural exchange and
the growth of science and technology.

9


Micro
Environment

1. Competitive rivalry
There are many domestic and international competitors such as Vinamilk, Nestle,
Abbott, Lothamilk, Moc Chau, Meiji, Ba Vi, …
It is predicted that there will be an upward trend in the milk market in the future →
competitive level will increase substantially.
2. Threat of new entrants
The milk industry has strong barriers to entry including industry entry costs, product
characteristics and distribution channel system.
3. Threat of substitutes
Substitute product: cereals drinks, beverages, functional foods, …
- Milk product reaches constant position in the milk market with a few substitute
products

→ Milk industry takes less risks of substitute products.
4. Bargaining power of suppliers
Manufacturing model has been built and operated effectively with a long history of
development.
→ Dalatmilk owns a high bargaining position with suppliers.
The pressure of raw material suppliers is trivial
5. Bargaining power of customers
- Most of the customers are businesses that consume and distribute milk and products
made from milk through B2B.
- Price factor is not a main element which influences, customers are interested in
product quality.
The pressure of customers is insignificant.

10


POSITIONING
MAP

Higher
cost

Lower
quality

Higher
quality

Lower cost

USPs
- The exclusive UHT sterilization technology from Dalat Milk
is being evaluated by experts as the world's leading modern.
With this technology, milk will be pasteurized very quickly and
cooled within 4 seconds so that the nutrients are 100%
preserved in every drop of milk, besides, this technology also
helps to prolong the shelf life of milk. .
- Dalatmilk uses advanced canning and processing
technology, pasteurized fresh milk in paper bags has a shelf life
of 6 months, suitable for both families and children from 1 year
of age and older, is a food containing a full range of nutrients.
elements of a perfect, balanced diet.
Dalatmilk is the only pasteurized milk having 3 flavors of
Sugar, Chocolate, Strawberry in Vietnam


STRENGTHS

WEAKNESSES

- Have lots of experience in manufacturing

- Brand awareness and market coverage is
- Have a stable system of large strategicmodest
shareholders established for a long time
-Hard to compete with big brands in the market

S
W

O
T

- Have a high-tech processing system

-Target only certain regions with small market
- One of the pioneers in producing pasteurizedshare
milk products
-Prices are rather expensive compared to
competitors
- The only pasteurized milk product having
3 flavors of Sugar, Chocolate, Strawberry in- Scope of operation is narrow due to strict
storage condition requirement
Vietnam
- Communication activities are neglected and
- Have good relationship with suppliers
inefficient in reaching customers.
- Have experienced workforce with many
experts
OPPORTUNITIES

THREATS

- The increase in people’s awareness about- Many domestic and foreign competitors
health,
and
their
knowledge
of
food- Obstacles in the breeding process and raw

consumption
material supply.
- State preferential policies and support for dairy- The difficulty in branding in the dairy industry
farmers
- Market entry of new competitors from abroad
- Favorable natural conditions
- Dairy industry grows well (19.1% in 2020) and
dairy market is predicted to continue to increase

13


D. OBJECTIVES
AND STRATEGIC
DIRECTION

14


1. Current problems of Dalatmilk pasteurized milk
• Dalatmilk doesn't have a high level of brand awareness since
the company hasn’t been able to reach many consumers
• There are many rival companies that have already had a
foothold in the milk market.
• Limited resources.

STRATEGIC
DIRECTION

2. Future forecast

● If Dalat Milk doesn't find and exploit a new market, it may be
forgotten among many big milk brands in the market

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Target Marketing
• Demographic
+
+
+
+

Age: 20-40 years old
Have under-15-year-old kids in their family.
Nuclear family
Location: live in urban areas, especially big cities.

• Psychology
+ They want their child to have healthy development, suitable for
the overall growth.
+ They believe in products which are from reputable brands in the
market.
+ They trust in expert advice.

Marketing
Strategy

• Behaviour
+ Willing to pay more for quality products

+ Consulting many sources before deciding to buy a product which
is directly related to health (doctors, experts, …)
+ Buy on reputable e-commerce sites and supermarkets.
16


Objectives
General objective
+ Create brand
awareness and
increase market share.

Market share
objective:
+ Revenue in 2021
increases by 35%
compared to 2019.
+ Pasteurized milk accounts
for 1/3 of total revenue.
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Truth: Children in the growing age need essential nutrients. Milk is an
essential source of nutrients for growth.
Tension: There are many choices in the milk market. Children always love
the new.
Motivation: Parents want a reputable and best milk for their children’s
growth, especially after COVID-19, when people pay close attention to
healthcare. Besides, this type of milk must have a novelty that children
are interested in and enjoy using.

INSIGHT

⇒ INSIGHT: Parents need to pay much attention to the health of their
children and understand that milk products are the priority for their
children’s growth and development. However, they hesitated between the
types of milk products available in the market. They want to find a
reputable and quality product to provide essential nutrients for the overall
development of their children and this type of milk must have a novelty
that children are attracted to and enjoy using.

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D. MARKETING
MIX

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3 layers of product value
+ Core values: Pasteurized milk products, providing beneficial bacteria and
essential nutrients, convenient to accompany children in every activity
+ Real value:
· Prestige, quality
· The product has 3 flavors to meet the needs of new and special flavors
· Packed in a paper box with typical structure of Dalat, bring familiarity
+ Additional value:
· Consulting
· Sell products online, easy to buy and convenient to deliver to your

house
· Provide complete information

Packaging
+ Change the image printed on the product packaging to be suitable for
children
+ Print more QR code
+ Keep the structure of the product box intact

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