2022 TH true milk marketing strategies

Table of Contents

List of figures1
List of tables1
Executive summary2
Introduction2
Assumption3
Positioning strategy4
Targeted market4
Competitor analysis6

Vinamilk7
Dutch Lady7
POPs and PODs8

Brand equity10
Brand awareness10
Brand loyalty11
Perceived quality12
Brand association12
Measure brand equity12
Recommendations13
Conclusion14
References14

List of figures

Figure 1: The logo and packages of TH true milk product11

List of tables

Table 1: Market share of Vietnamese milk industry from 2004 to 20086
Table 2: Indicator measurement of brand equity according to Pappu et al. 200512

1

Executive summary

With a developing economy, rising incomes and a better understanding of the benefits of
milk have led to an increasing need for milk products in Vietnam. Hence, Vietnam dairy
market is among the fastest growing ones with various domestic businesses and global
companies. Nevertheless, the entire domestic milk production can only meet about 20% to
25.5% of the growing need, the other part must be bought from abroad.
It is the fact that the launch of the TH True Milk company has made another spotlight for
Vietnam's dairy industry, when a large-scale fresh milk processing manner meets global
standards in Vietnam. The strategy to launch more product lines of the company should be
prepared and implemented carefully in the context of fluctuating milk market. Therefore,
this report paper aims to identify and analyze strategy for positioning brand of TH true milk
for launching new product lines based on theoretical background.

Introduction

TH Milk Food Joint Stock Company used to be founded on February 24, 2009, as the earliest
institution of TH Group to make investments in manufactured dairy farm, high-tech milk
processing innovation together with the distribution system. TH Group used to be based
with the consultation of North Asia Commercial Joint Stock Bank. Besides the help
collectively with societal protection initiatives, Bac A Commercial Joint Stock Bank’s focal
points are milk and food manufacturing industry. TH True Milk’s operation is mainly in
processing and buying and selling pasteurized clean milk. TH True Milk milk merchandise are
generally existed in Vietnamese market. Thanks to its relentless effort, 4 years after
establishment, the company gained consumer trust and was named in the top 100 trusted

brands in 2012 (Brand Vietnam, 2012). This accomplishment is in large part due to the right
strategy implementation. TH Group's product traces now also have TH authentic
pasteurized milk products: pure sterilized fresh milk made from 100% sparkling cow milk,
low-sugar pasteurized milk, pasteurized clean milk with sugar, and milk Fresh pasteurized
strawberry flavored, clean milk flavored chocolate. Besides the dairy product line, TH also
has many distinctive product categories:TH true veg, TH genuine yogurt, TH true ice cream,
TH authentic cheese and TH genuine butter as well. According to a report by the United
Nations Food and Agriculture Organization, the demand for dairy products in Vietnam is
increasing dramatically (EVBN, 2017) . This report also showed that the consumption of

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dairy products of Vietnamese people is 14.81 liters per person annually, which is low in
comparison to Thailand (23 liters per person in Vietnam) and China (25 liters a person a
year) (Euromonitor International, 2016). Babies and teenagers in metropolitan areas
consume 78% of dairy products, promising a potential market in Vietnam (Euromonitor
International, 2016).
Milk production will only meet about 30% of domestic demand if the target is reached by
the end of 2011 (EVBN, 2017). In recent years, it has been witnessed an increasing demand
for liquid milk. The potential for development in the market of milk products in Vietnam is
nevertheless great (Euromonitor International, 2016). This is due to the fact that Vietnam is
a populous country, with a young populace structure with an excessive populace boom
charge of about 1.2% per year, GDP increase rate of 6-8% per year, average income. head.
growing with the aid of 14.2% per year. These factors mixed with the trend of improving the
health and stature of the Vietnamese make the demand for dairy merchandise continually
preserve growing high. Although, according to the report of EVBN Vietnam, in 2010
Vietnam's milk market, overseas milk nevertheless dominates, in which domestic milk
accounted for 15%, imported 20%, Dutch girls accounted for 25% and milk True 40% TH
(EVBN, 2010) . Currently, TH True milk organisation owns a giant market share in essential
purchaser market segments such as condensed milk (80% market share); yogurt (90%) and

liquid milk (50%) (EVBN, 2010). Capital is acknowledged by means of clients as a
manufacturer of natural milk for organic health. Meanwhile, customers are increasingly
paying attention in healthful products. In addition, brands are steadily launching healthier
products to market with TH True Milk. Therefore, TH True Milk has launched a program
which is called TH School Clean Milk, which provides fresh milk with innovative formula
method to enhance the bodily and intellectual fitness of school-aged teenagers (children
from 6-12 years old). Targeting younger teenagers will help consumers, particularly these
with youngsters of development age, to center of attention on this product line. In Vietnam,
there are a wide range of dairy companies from national to international ones. Moreover,
foreign milk lines are often preferred by Vietnamese people with the idea of favoring
imports from international brands. But home dairy corporations regularly comply with the
normal clean milk line, and there have not been any campaigns related to the improvement
of young children that are simply commercial factors. TH True Milk launched this product
with a pioneering role to create a boost in the market before competitors, concerned about

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the "stature" of Vietnamese children.

Assumption

For this report, the following assumptions will be correct and applied over a 12-month
period
The reporting duration refers to:

● The market will be stable except new opponents becoming a member of the market
● The Vietnamese economy system remains stable
● The budget for launching new product is unlimited
● Before new condensed product line is launched and distributed, market research

already has been carried out

Positioning strategy

In the complex context of modern market competition, more and more diverse items make
customers overwhelmed with information. Identifying and distinguishing between
manufacturers of the same product is more or less difficult for many customers
(Janiszewska, 2012). In this situation, corporations need to create a unique impression and
unique personality for their manufacturers (Blankson, 2016). Since then, manufacturers'
positioning strategies have been born. According to P. Kotler's definition, brand positioning
is a set of activities that aim to give the product brand and product a certain position
(compared to competitors) in the minds of the guests. "(Kotler & Keller, 2003). According to
Marc Filser," brand positioning is an attempt to give the product a unique image that is
easily accessible to customers' awareness (Filser & Roederer, 2011). . Or more specifically,
what the business wants customers to think about when facing their brand. In short, just as
men and women require a role in society to be considered and asserted in an excellent way,
manufacturers want to be in the right place to confirm goods and producers. of companies
and to strengthen their companies have an impact on customers (Phu & Ezute, 2014).
TH true MILK liquid milk has successfully positioned the word "clean" in the minds of
customers by the phrase: "Truly natural", "The essence of nature in every drop of clean
milk". These elements are in line with the fundamental qualifications of a "clean" beverage
for everyday use, with natural origin as the trend of the target group.
Targeted market
Target market is defined as the market that includes customers with the same needs or

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desires that the company is able to meet (Aghdaie & Alimardani, 2015). When the company
has profound understanding about targeted market, it can gain an advantage over
competitors, and achieve the goals that the marketing strategy has confirmed (Lu, 2003).

TH true milk’s strategy is to bring customers the most nutritious and delicious products for
their health. Customers will not have to worry about using TH true milk products. All ages
are suitable for TH true milk. TH true milk product lines are developed for children and
youngsters as they show the highest demand for milk production and dairy products intake.
TH true milk categorize target customers into two groups:

● Individual customer group: is a consumer who needs to purchase and is inclined to
pay for TH true milk food and beverages, specifically parents with baby from 0 to 6
years old. This consumer group has considerably a wide range of needs (excellent
quality, dietary value of products, practical prices, packing process ...), which account
for a relatively large percentage.

● Organized customer categories: are distributors, wholesale agents, retailers, shops,
supermarkets… .wishing and ready to distribute the company's products. This
category needs discounts, incentives for purchases, on-time orders ... Applied to the
distribution of goods.

Besides the two mentioned target categories, TH true milk's other product lines are also
suitable for all ages: yogurt, pasteurized milk.
With a variety of items, TH true milk is selected by segmentation with the selected criteria
as:

● Geographic criteria: Based on the density of population and product consumption
capacity, the market is divided into two segments, urban and rural.

● Demographic criteria: Based on age group to divide into different market segments
which are children, adults and the elderly. Besides, there is a classification of milk for
household and personal use.

● Criteria of purchasing actions of customers: Based on the state of health and heart

benefits to classify into normal, undernourished and overweight, diabetic individuals.

Overall, children make up for 25% of the country’s populace and are the largest consumer
group of liquid milk, so this is the vital group. Children are often excited to be active and
prefer products with colorful packages as well as sweet tastes with different flavors
especially chocolate (Phuong, Mergenthaler, & Cuong, 2014).

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Adolescents (15-59 years old) account for 66% of the population of the nation, a
considerable percentage. This is an income earner and spending holder should be the object
of buying decisions often interested in product quality and brand (Phuong, Mergenthaler, &
Cuong, 2014).

● Elderly people: only 9% of the population is a relatively small percentage, and the
elderly often use formula milk less with liquid milk so this is the object that needs to
be manipulated to change their consumption trends, accounting for 29.6% of the
nation's market and continue to grow. High density of urban population makes it
easier for the distribution of products. As people have a higher income, they become
more health-conscious and often utilize the household. They tend to trust the widely-
recognized milk-related food and beverages, especially for fresh milk as in Hanoi and
Ho Chi Minh City, 80% of milk is consumed here (Phuong, Mergenthaler, & Cuong,
2014).

● Rural people make up a high percentage of 70.4% of the population of the whole
country but the living standards of the people are very low, they rarely drink milk.
The population density here is low compared to urban areas (Khoi & Dung, 2014).

● Ordinary people account for a large proportion and their needs are plentiful enough to
drink many types of milk, especially children who like sweet drinks (Khoi & Dung,

2014).

● People with obesity and diabetes: the percentage of people with obesity is increasing,
this rate is very large, especially children. For children under 15 years of age, this
proportion accounts for 21% and tends to increase, for adolescents, the percentage is
also quite high and tends to increase. The elderly with overweight problems account
for 18% (Khoi & Dung, 2014).

● Individuals with rickets malnutrition: is a commonplace in babies and teenagers,
especially in mountainous and remote parts, the subject accounts for a considerable
percentage of 13% but rare can buy milk (Khoi & Dung, 2014).

Competitor analysis
Table 1: Market share of Vietnamese milk industry from 2004 to 2008

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Currently, Vietnam market has more than 300 products of more than 70 different dairy

companies such as VinaMilk, Dutch, Lady, Nutifood, Abbott, ... The dairy market share is

mainly belonged to two big companies, Dutch Lady and Vinamilk.

Vinamilk
VinaMilk is the main enterprise in Vietnam in processing milk and milk-related food and

beverage. In 2011, Vinamilk also has remarkable achievements of more than US $ 1 billion

(VND 22,279 billion), increase 37%, contributing VND 2,400 billion to the state budget, up

45% over the year 2010 (EVBN, 2017).

* Strengths and weaknesses of Vinamilk

Strength Weakness
● Production technology meets ● Due to diversification of products,

international standards Vinamilk will also allocate its
● Occupying about 39% of the efforts in many areas, therefore it’s
not focused strategy on any specific
marketplace nationwide areas.
● Continuously enhance the brand
● Extensive distribution and

wholesale and retails network.

Strategy of TH True Milk
Recognizing Vinamilk is a strong opponent, knowing its advantages TH true milk has created
business plans based on its strong points as follows:

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● TH True Milk Group implements a closed and synchronous process-based production
and distribution strategy.

● Use raw materials from TH true milk farm.
● The steps of planting and harvesting are conducted strictly in compliance with

international standards.
● Use advanced manufacturing and packaging techniques to preserve each product's

natural essence.
● Use strict safety distribution process according to international standards to ensure

product quality to consumers.

Dutch Lady
Dutch lady first entered Vietnam in 1924 and has an extensive market throughout the
country. Dutch Lady segments the market by all ages: babies, teenagers and grown-ups
along with segments the market by milk products which are pasteurized milk, choke milk,
condensed milk (EVBN, 2017).
Dutch Lady includes many segments so they choose "ready for life" for milk and "grow up
with babies" to maintain the product diversity for all age groups and to make themselves
stand out from the IQ-related messages selected by many brands of milk.

* Strengths and weaknesses of Dutch Lady Weakness
● In addition to liquid milk, Dutch
Strength
● High technology level Lady also sells powdered milk, so it
● Accounting for approximately 35%
will allocate to these two segments.
of the marketplace of milk in
Vietnam(EVBN, 2017).
● Constantly improving the product,
competitive milk prices
● Extensive distribution network
● Have a strong brand position

POPs and PODs
Point of Difference (PODs) is one of the elements that makes a company's goods or offerings

different from its competitors. With a successful manufacturer differentiation strategy,
earnings and loyal clients will make bigger extensively (Cristea, 2014). However, excessive

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differentiation can lead to the loss of standards of goods or services in a given industry,
resulting in a decline in the number of customers. Therefore, how to achieve a balance
between differences and similarities (Point of Parity or POPs) is essential, it helps maintain
and enhance the competitiveness of the company (Claudiu, 2014).
Points of Difference (PODs) are attributes or benefits that are strongly associated with the
brand, are positively valued by customers and cannot find any similarities from other
competing brands (Kapferer, 2008). These are the preeminent or unique characteristics of
the product to other products of the same type. Points of Parity (POPs) are brand values
that are not too unique and are also found in other brands (Iyer & Muncy, 2005). While
POPs are often not the main reason for choosing a brand, their absence is definitely a
reason buyers say no to the brand (Iyer & Muncy, 2005). Although it's important to build
PODs, it's important to combine them with POP and break the competitive position of your
competitors in the market. When entering a historic market, many brands seek to take
advantage of competitors' PODs and turn them into POPs, and thereby give themselves a
lead by creating an entirely new POD. POP is the same in the features of the product when
compared with competitors in the same industry (Kapferer, 2008). It is also known as the
mandatory criteria for a "competitive product" in a certain industry.
Excessive difference will cause the goods or services themselves to lose standards, confusing
potential customers and not considering such a product, but if there is no difference, it will
not be beneficial leap (Keller, 2008). Therefore, to avoid excessive differences, the
application of similarities (POPs) would be a good solution. To have similarities (POPs),
businesses should consider and take advantage of the benefits and positive features of
competing products. At the same time, businesses can improve the limitations and
promotion - positive aspects of products to make a difference. Therefore, finding the
balance between differences and similarities is an important factor to help businesses

succeed. Often, brand positioning people make a difference to escape tough competition.
But focusing on the difference is not enough to maintain a brand. Managers should also
consider the competitive environment between brands and the features of other products
(Keller, 2008).
Introduced to the market since December 2010, though it was born later than Vinamilk and
is now the tycoon dominating the Vietnamese milk market at that time, because the
pressure came after TH True Milk had to find a way to collect. attracted the attention of

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customers at that time, of course, it was not that day 1 day 2 but a long-term strategy for
that direction. In the race to take the leading position in Vietnam's dairy industry, at that
time, many brands positioned themselves as "the best product, better" because so many
chorus kept repeating themselves. Consumers do not care much, or too boring, but the
enterprises that come later with eloquent statements of "better, the best" cannot survive
with the tycoon at that time when Vinamilk had financial resources. strong and almost
unique market share in the market. thus, it is necessary to have a completely differentiated
product from the previous products, which is the latecomer on the market, identifying the
vital factor, with modern equipment and input materials with strict control. With a PR
promotion program emphasizing the factor of "clean milk", TH True Milk has somewhat
differentiated itself from other brands in the market and attached its name to the brand.
The concept of "clean".
TH true milk has correctly positioned the "clean milk" factor at that time, when food safety
and hygiene was a top concern for customers. The success of TH True Milk when it can put
into the minds of customers "clean milk source" so that every customer who thinks of clean
milk, can immediately remember TH true milk is not an easy one. easy. To this day, when TH
True Milk products are present in all supermarkets, markets, convenience stores ... have
shown the success of the brand positioning strategy, and more than half. TH true milk will
always be a product loved by consumers.
From the lesson of positioning differentiated products of TH true milk, it is clear that in

order to compete with the same products in the same time, we have to create a unique
feature for our products on the market, and that particular one must be big enough for the
customer to distinguish and accept payment to get the product. At the same time, it is
necessary to pay attention on one of the strongest positioning of the product so that
targeted customers will remember and TH true milk also have the time and effort to
advance its marketing activities, so it should not focus on the confusion of many locators
making it hard for customers to remember and easy to get information about the product.

Brand equity

The concept of brand equity appeared in the 1980s and there are many different definitions
of brand equity (Keller, 1993). Aaker (1996) claimed that brand equity is the value added by
a brand (Aaker, 1996); Blackston (1992) thinks that brand equity is the opinion of the

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customers about the brand (Berry, 1992). Keller (1993) argued that a brand's assets are its
customers' knowledge of the brand. This customer knowledge has two main elements: (i)
Brand awareness, (ii) Brand impression (Keller, 1993). Thus, according to Keller, a brand has
a high value when customers are aware of the brand and have a good impression of the
attributes that the brand provides benefits to them; Simon & Sullivan (1993) argued that
brand equity is an added benefit (Simon & Sullivan, 1993); Park & Srinivasan (1994) argued
that brand equity is the disparity between overall brand preference and product choice
hinge on different attributes in particular (Park & Srinivasan, 1994). All definitions of
scientists claim brand equity as the value of the increased benefit of a product due to its
name (Srivastav & Shocker, 1991) (Srivastav & Shocker, 1991).
Brand awareness
Aaker (1996) defined: Brand awareness as the ability of potential buyers to recognize and
recall that a brand is an integral part of a product (Aaker, 1996). Thus, brand awareness
reflects the strength of a product in consumers' minds (Claudiu, 2014). At the same time,

brand awareness also speaks about customers' ability to recognize and recall a brand in a
variety of brands on the market (Kotler & Keller, 2003). The first thing they need to learn
when a customer wants to buy a product is that brand. Thus, brand awareness is the first
factor to identify a brand into a number of competing brands for consumers (Kotler & Keller,
2003).
TH True Milk has extensive and continuing coverage of external ads, tv commercials,
creating a coordinated brand across retail outlets, marketing and sales in large
supermarkets. However, after a short period of time (from three to four months), a lot of
people learn, use the products and have an interest in TH True Milk.
Regarding the packaging, TH uses the packaging from Tetra Pak, a Swedish group
specializing in carton packaging production (currently Nestlé, Coca-Cola, Vinamilk ... all use
the package of Tetra Pak for products in Vietnam), TH has put much effort into making a
very nice and professional label design. The outlook of the product is simple and does not
have trace like milk styles, and it must have a picture of cows on the box. The design is very
harmonious with TH's brand identity and has a high degree of unity: the main theme is the
light blue of the clear and pure sky throughout from the label to the package, from the
website’s interface to the decoration. store. All of these to make customers feel organic,
clean and enjoyable.

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Figure 1: The logo and packages of TH true milk product

Brand loyalty
Brand loyalty is a strong and consistent dedication to the future purchase of a favorite
product or service (Oliver, 1997).There are often two ways of approaching brand loyalty:
action and attitude. If "loyal conduct" is expressed in future purchases; "loyalty attitude" is
considered in the intention of buying, recommending to others or giving positive reviews
about the goods and services (Oliver, 1999). For the retail industry, brand loyalty should be
viewed from both an attitude and an attitude perspective (Keller, 1998). Brand loyalty can

prevent consumers from moving to other competing brands, thus raising brand equity(Yoo
et al., 2000).
Perceived quality
Perceived quality is defined as a subjective assessment of the perfection or superiority of a
product (Zeithaml, 1988). The perceived high-quality does not healthy the proper excellent
of the product. Perceived first-class based totally on purchaser reviews; meanwhile, the
proper high-quality of the product is determined on the basis of product orientation or
production (Garvin, 1983). As perceived fine increases, so does company fairness (Yoo et al.,
2000).

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Brand association
Brand association is defined as anything that is connected in the customer's memory of a
brand (Aaker, 1991). Brand associations in the retail industry are divided into two groups:
products and organizations (Musekiwa & ctg, 2013). In particular, the product associations
related to price, quality, usage. And the organizational associations are related to the
capacity and social responsibility of the business. Chen (2001) and Yoo et al. (2000, 2006)
both believe that brand associations are one of the core elements of branding for retail
stores.

Measure brand equity

Research “Developing and validating a multidimensional
consumer-based brand equity scale ” by Yoo & Donthu in 2001, these research methods of
Yoo & Donthu are based on a combination of previous measurement works of Park &
Srinivasan 1994, Simon & Sullivan 1993, David Aaker, Keller ...
Empirical results of the study show that the brand equity scale has only three factors, brand
awareness and brand association are combined into one. In particular, the brand-oriented
brand asset measurement scale includes 10 observed variables and the overall brand equity

measurement includes 4 observed variables as follows. Similar to Yoo and Donthu, Pappu et
al. (2005) also conducted to build a brand equity scale from four components in Aaker's
model. The results are as follows:

Table 2: Indicator measurement of brand equity according to Pappu et al. 2005

Factors of brand equity Indicators
Brand loyalty ● I have a loyalty to the brand
Brand awareness ● Brand is my first choice
Perceived quality ● Do you know about this brand?
● Brand of good quality
Brand association ● Quality brand consistent with the

wishes of customers
● The brand has long durability
● Trusted brand
● The brand has excellent properties
● Market leader
● Durable
● Trust the company

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● Trust when buying
● Goodwill to the company

The indicators of brand equity in the research by Pappu et al. (2005) should be applied in
the marketing campaign of TH true milk to measure and evaluate the impact of campaigns
on its brand equity.

Recommendations

Although the business is ready for the launch of a new product to the market, it is inevitable
that subjective and subjective reasons affect the effectiveness of TH true milk's new product
launch strategy. The following are the risks and remedies that the report paper has learned
and researched in recent years:

● Not gaining market share as set out in the objective. TH true milk ought to devise a
persistent strategic plan on price, so the prices for consumers will be more
reasonable than the first phase of the completed project. The long-term planning of
prices will help TH to market its goods and have appropriate marketing strategies.

● To make a long-term and practical business plan, prices need to be in line with label
design, delivery and advertising. With prices higher than their rivals, TH true milk
has focused on product positioning, made good impression to customers by modern
production technology and highly trustable hygiene.

● The market penetration is not as high as predicted, perhaps it is not sponsored by
retail channels. TH true milk could boost the exposure of the true mark store chain
while moving products to major retail networks such as coop mart, Big C, maximart…

● The competitors will continue to increase the media exposure rate. TH true milk may
not build the desired impression and echo. TH true milk's approach is to schedule TH
true milk ad right after the vinamilk milk ad to attract the TV audience...

● TH true milk factory cannot fully exploit its capacity due to incomplete in the first
phase of product launch. Management is speeding up the plan and concentrating more
human resources to complete the factory project so that the factory can exploit the
most effectively, obtain a quality and safe milk source.

Conclusion

The efficient use of accessible retail channels and the enlargement of distribution agents can

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assist TH True Milk to expand its share of the market, along with build a foundation for more

dairy companies to enter the Vietnamese market. It is not easy to enter local distribution

outlets and change the drinking habits of people. For agents, fee, discount or attractive

reward plan may be recommended immediately. In addition, to raise the market's TH True

Milk demand, it must be combined with the promotion strategy.

TH True Milk has been succeeded with promotional initiatives, PR via classic milk ads,

drawing consumers sponsoring social activities. As a result, it is necessary to promote those

successes. With a long-term and adaptable business plan, with more transitions and

adjustments, TH True Milk will progressively assert its determination as a global brand

leader in the dairy market of Vietnam.

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