Marketing mix 4Ps of TH True Milk

SUBJECT: PRICIPLE OF MARKETING

MKT101

LECTURER: NGUYỄN HỮU HOÀNG GIAO
NAME: NGUYỄN THỊ HOÀNG TUYÊN
CLASS: IB1263

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Table of Contents
I. Introduction: .................................................................................................... 3
1. Background of company: .............................................................................. 3
2. Mission and vision: ....................................................................................... 3
a. Vision: ....................................................................................................... 3
b. Mission: ..................................................................................................... 4
II.

Analysis marketing mix 4Ps: ........................................................................ 4

1. Product: ........................................................................................................ 4
a. Types of products: ..................................................................................... 4
b. Brand name: .............................................................................................. 4
c. Quality: ..................................................................................................... 5
d. Design and packaging: .............................................................................. 5
2. Place: ............................................................................................................ 5
3. Price: ............................................................................................................ 7
4. Promotion: .................................................................................................... 7
III.

Reference: .................................................................................................... 9

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I. Introduction:
1. Background of company:
TH True Milk was established with the financial advisor of North Asia
Commercial Joint Stock Bank in February 2009.
Name: TH MILK FOOD JOINT STOCK COMPANY (TH MILK,..JSC).
Field: Milk and dairy products
Headquater: 166 Nguyen Thai Hoc Street, Quang Trung ward, Vinh City, Nghe
An Province.
Location production: Nghia Sơn Village, Nghia Dan ward, Nghe An Province,
Vietnam.
Website: www.thmilk.vn
Business activities:
-

Purchase and sale, processing of milk, dairy products.

-

Trading and processing of fruit juices and drinks.

-

Purchase and sale of raw materials and equipment for production of milk and
food.

2. Mission and vision:
a. Vision:
The TH Group aims to become the Vietnam’s leading manufacturer of dairy
products. Today TH Group is the second-ranked dairy manufacturer, behind
Vinamilk JSC, in Vietnam. The objective of the company is to meet 50% of
the national milk demand by 2020. The core of the strategy of the group is
anchored in the concept of “True Milk” or “True natural Milk” (Thật sự thiên
nhiên), it does not use powder milk for processing The company is proud of
the fact that: All products are made from “fresh clean pure milk” produced
in the TH commercial farm (Hoàn toàn tư sữa tươi nguyên chất của trang trại

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TH). For this reason, all the products are sold under the brand “TH True
Milk”.
b. Mission:
Achieving 70% of target customers and least 50% of the distribution system
in Hanoi and Ho Chi Minh City.
II. Analysis marketing mix 4Ps:
1. Product:
a. Types of products:

Some products of TH True Milk
In December 2010, TH True Group launched the first products – TH True Milk
in the Vietnamese market with the slogan “The essence of nature keeping intact
in clean fresh milk”. Nowadays, to better meet the needs of customers, TH Group
has diversity product such as TH True Water, TH True Nut, TH Ice Cream,
Pasteurized Milk, UHT Fresh Milk, TH True Yogurt, etc.
b. Brand name:

TH stands for True Happiness. The company wants to bring the customers fresh
and intact products from natural. TH True Milk means real milk. The name not

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only allied with the product characteristics but also easy to remember and make
impress with customers. From the beginning stage of the company, TH True
Milk determined that the brand brings Vietnamese consumers clean, safe
products, making a sudden breach through products with ensuring the highest
quality milk.
c. Quality:
For material, TH Group imports the best cows for New Zealand, Canada, United
State. The cows have a clear pedigree, guaranteeing top-quality milk. TH True
Milk is absolutely from nature, bring its users a truly clean. Ensure the taste,
sweetness, and purity.
For manufacturing, TH True Milk invested modern technology lines. Products
from milk are manufactured with the most modern and safe production.
Moreover, the entire farming, veterinary canter, lab and milking system are well
designed by using control techniques with annual expert teams’ supervisions.
In 2013, TH True Milk was granted ISO 22000:2005 international certification
for good hygiene and safety by Bureau Veritas and many certifications for
product quality and brand.
d. Design and packaging:
Style: The main theme of TH True Milk products focuses on the two basic colors
(White and Blue). The packaging shows all the information such ingredient, date
of manufacture, expiry date, etc. In addition, the icons, images are presented
simply, clean and highlights. Packaging created under high standardization with
safe and friendly environmental materials.
Size: 180ml or 110ml

2. Place:

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TH True Milk Company have carried out both outbound and inbound logistics
in accordance with its direct selling system called TH True Mart for the
distribution of TH True Milk. For the TH True Mart, the store location is chosen
very carefully. The TH True Mart is located everywhere, from the countryside
to urban, to help customers find stores easily.

TH True Mart- Tran Quoc Toan, Ha Noi
Besides, to bring convenience to customers, TH True Mart are located near many
schools, hospitals, offices with a nice view, facade, attracting easily to find for
customers. The number and location of distribution outlets are designed
scientifically and rationally base on geographical and population maps in area,
namely the density distribution of the major streets, schools, hospitals,
residential areas, etc. For instance, the chain stores in Ha Noi are located in
nearby center path like Nguyen Chi Thanh, Hoan Kiem and so on which is easy
for finding with a system of 40 stores citywide. In the South of Vietnam, TH
True Mart – Pham Van Thuan (Bien Hoa) located at the corner of Pham Van
Thuan crossroads and Nguyen Ba Hoc, customers easy to find stores. TH True
Mart – Phan Đang Luu (Phu Nhuan District, Ho Chi Minh City) is located near

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hospital and park. With the cooperation of more than 200 outlets nationwide, TH
True Milk have no difficulties in distributing their new products.
In addition, since milk is a regular product, so distribution can be largely spread.

Milk can be distributed through retailers such as Coopmart, Aeon, Emart, Big C,
Family Mart, etc. By this way, if the people do not have enough time to go to
TH True Mart, they can easily find TH True Milk on normal shelves and normal
stores.
3. Price:
In Vietnam, TH True Milk has clearly defined clean, true characteristics and is
a high-end product line when building a brand. Thus, TH chose the highest
pricing strategy possible, in addition to trying to influence consumer psychology
in the interactive relationship between price and quality. In the distribution
channels, the price of TH True Milk products is higher than other brands. The
price of TH True Milk is from 33000 to 50000 VND per 4 bottles of 180ml while
the price of Vinamilk 30000 VND per 4 bottles of 180ml similar.
4. Promotion:
Media message: TH True Milk – Truly natural (Completely from fresh milk
from TH farm).
Public relations: With products that are practically attached to the health and
life of consumers, TH's PR activities are always associated with social benefits,
community development, and encouraging the development of children to
Create a brand that sticks with the public. TH is the pioneer of the "School Milk"
program at schools across the country; accompany Vietnam's Brainiest Kid
program; is the main sponsor for Red Sunday, etc.
Sales promotion: Because of being a latecomer in the dairy market in Vietnam,
TH True Milk is constantly creating activities such as trials, promotions, gifts,
etc. For example, buying 8 yogurt products and giving 1 of the same kind, when

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launching new milk products, TH True Milk also offers a free trial program for
customers in big cities. Operating principle is "Cherish mother nature, she will

give you everything", TH True Milk has implemented many environmental
protection solutions such as applying straws using bioplastics, Running program
for a garbage-free world around Hoan Kiem Lake with the participation of 500
people.

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III.

Reference:

Duteurtre, G., Cesaro, J. D., Nguyen, H. M., Pham, K. D., & Nguyen, L. N. (2015). The TH Milk Company
(Vietnam): Is Such a Large-Scale Investment Sustainable. REVALTER Project working paper based on a
visit conducted in Nghia Dan District (Nghe An Province). CIRAD and Rural Development Center, Hanoi,
July 2. https://agritrop. cirad. fr/579403/1/Report% 20visit% 20to% 20 TH% 20mega-farm% 20VF2. pdf.
Bowman, D., & Gatignon, H. (2010). Market response and marketing mix models: trends and research
opportunities. Foundations and Trends® in Marketing, 4(3), 129-207.
The Marketing Mix. (2015). Marketing Mix Definition - 4Ps & 7Ps of the Marketing Mix. [online] Available
at: [Accessed 9 Feb. 2018].
TH True Milk. (n.d.). TH true MILK – True Happiness. [online] Available at: />Camnest. (2019). Chiến lược 4Ps của tập đoàn TH [online] Available at: />
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