báo cáo kế hoạch marketing cho sản phẩm sữa hạt

TRƯỜNG ĐẠI HỌC NGOẠI NGỮ - TIN HỌC
THÀNH PHỒ HỒ CHÍ MINH

BÀI TIỂU LUẬN
KẾT THÚC HỌC PHẦN HỌC KỲ III
NĂM HỌC 2020-2021

MÔN THI: TIẾP THỊ CĂN BẢN

Sinh viên thực hiện: Đặng Huỳnh Chí Hiệp - 17DH491496
Bùi Nguyễn Minh Giang -17DH490990
Huỳnh Anh Duy – 18DH490538

Thành phố Hồ Chí Minh, tháng 9 năm 2021

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TABLE OF CONTENTS

1. INTRODUCE THE COMPANY
Company’s name: DIAMONDS COMPANY
Business activities: Provide dairy products including: fresh milk, seed milk, yogurt,
...
Mission: We are committed to providing people with the leading products in
nutrition and health. In addition, conscientious service will bring great experiences
for customers when using our products.
Vision: To become Asia's leading symbol of nutrition and health products serving
human life.

2. CHOOSING A NEW PRODUCT

The new product that our group wants to develop is seed milk. This will be a special
milk that brings new experiences to consumers. Seed milk not only provides energy
but also improves health. This is not a first-time product, but the difference we bring
is the whole grain product - the real topping increases the feeling of novelty
compared to the old product lines on the market.

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3. CONTENT OF MARKETING PLAN
3.1: Executive Summary
Diamond is a company specializing in providing nutritional products such as fresh
milk, yogurt, nut milk .... We established a company with the aim of providing
product lines "high quality - price reasonable ", creating a place of trust for
everyone when they want to enjoy milk. Diamond's head office is located in the city
center to facilitate transactions with partners. Currently, the Vietnamese dairy
market is growing rapidly and the market potential is still high, the number of
companies in the industry has increased significantly in recent years, not only that
but also foreign enterprises. market. Therefore, the focus on marketing activities of
the company is
becoming more necessary than ever. Seeing the potential of the market, our
company will focus on investing and developing a new product line, which is seed
milk. Seed milk is a nutritious drink that is quite popular in the daily life of
Vietnamese people. Nut milk is a nutritious plant-derived nutritional supplement
with a high nutritional content. Milk is increasingly prioritized in the attention of
users, especially young people and adults. In general, it can be seen that this market
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has many untapped issues to limit such as equipment, price ... We realize that and

through here, we will come up with a dairy marketing strategy. brand new canned
seeds on the market. We want to expand our operations not only in big cities but
also in suburbs. After successfully accessing the domestic market, we will bring our
products into international markets. By how to advertise effectively and change the
habits of dairy users in accordance with the industrial production process; how to
bring products closer to users and compete with other businesses.

3.2: Defining Mission Statement
We believe that our company's milk will bring inspiration to everyone, because the
nutrition from the nut milk is created by nature, with enough nutrients for the body
to be full of vitality and youth spring.

3.3 Marketing Objective
Our seedmilk product is a completely new product in the current dairy market. With
the strong development of influencer marketing today in Vietnam, and also the
easiest way to reach our customers. Our products are suitable for all ages, so
influencer marketing will be suitable for all ages. For example, the team makes viral
youtube videos like Faptv, or hires KOLs to promote products, besides we can also
advertise on shopping apps like shopee, tiki, sendo. With the modern world 4.0, our
customers will have easier access to our products, through these forms.

3.4: Situation Analysis
3.4.1: SWOT


Strength

+ We are confident in providing clean milk, committed to 100% pure cow's
milk without preservatives
+ Diversified products, reasonable prices for consumers

+ And we have an advanced factory ,find staff with many years of experience
- Besides our strengths, we also have weaknesses


Weakness
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+ We

are just a new milk brand that just entered the market, it is very difficult
to compete with big brands like TH true milk, Vina milk……
+ The product is mainly focused on production for the domestic market,not
enough funding to produce abroad.
Opportunity
Vietnamese businesses have a greater advantage in research and development of


products suitable for Vietnamese than foreign firms. At the same time, domestic
dairy enterprises have conditions to be exposed to new and more advanced
technologies and opportunities to constantly improve and perfect themselves in a
competitive environment. Applying modern machinery systems, new management
systems, and importing processes and raw materials have contributed to improving
the quality of milk. Large population, rapid growth rate, increasing trend of
domestic consumption => is a potential and developed market.
Challenges
Despite the ability to compete on price, Vietnamese dairy companies have difficulty


in product quality with foreign firms. Many Vietnamese consumers accept the 200%

more expensive price to use imported milk because they believe that foreign
products will be better than their own. Currently scattered among small-scale
farmers, the professionalism is not high, the source of food is limited, they have to
be imported from abroad, causing high pressure on costs, the quality of milk is not
guaranteed, to meet 22. -25% of the demand for raw materials makes it difficult for
the business. Some customers still have psychology of consuming foreign goods
because they do not trust the quality of Vietnamese goods.
3.4.2 Competitors
The market that we want to pursue nowadays has many strong competitors such as
Vinamilk, TH True Milk,... They are all experienced brands and received positive
support. consumer magnetic polarity. That is also one of the challenges we decided
to enter this market.
+ Vinamilk : The company's products are in the low-priced product line because
Vinamilk has a strong focus on the mid-market segment. They want everyone to use
their product
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+ TH Milk: Unlike Vinamilk, TH company's products have high prices compared
to the market. They bring high quality products and a variety of choices to
customers with many different flavors. Furthermore, they target a higher customer
segment than Vinamilk.
=> Understanding the current situation, Diamond decided to choose to supply
products with the criteria of "high quality - low price". We not only provide regular
fresh milk, but also extra topping various like nuts to bring a new experience to our
customers.

3.5: Setting Goal following Mission Statement Philosophy
With my mission: “We will be the first storm for consumers good products for
health, enhancing Vietnamese life, enhancing Vietnamese brands in the international

market”
Besides, Diamond company will maintain its leading position in the dairy market in
Vietnam with brand awareness increasing from 80% to 85%. In addition, we also
want the distribution channel of products to increase through different forms.
Especially, we want to provide customers with an increasingly quality product that
makes customers love and trust more and more.

3.6: Setting SBU’s Objective to achieve the Goals
SBU- Sale: Develop a product introduction strategy, expand the market through
multiple distribution channels, find partner distributors to bring products to
consumers more quickly and easily.
SBU- R&D: Researching the market, forecasting the use of customers to launch the
market with suitable products.
SBU- Customer Service: Build a consulting channel, receive and process customer
requests. Actively interested, survey market trends, connect with regular customers
to hear the feedback of the product after using the product.
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3.7: Segmenting Consumer Markets
Criteria

Classify
Age

Benefits

Characteristics
10 to 20 years – they
account for the major

share of the customer
base as because they are
young people needing
more nutrients to grow
better
Our product is a gender
neutral drink positioned
for anyone who wishes
to be healthy.
Our products are focused
on
the
mid-market
segment
to
satisfy
everyone's needs
Students,
children,
athletes,
health
enthusiasts
Students,
children,
business class, working
class executives
Hardworking , health
conscious
Quality, health

Users status

Regular user

Areas

City and countryside

City

Being concentrated in
large cities with a large
population
Companies,
factories,
business

Gender
DEMOGRAPHIC
Income

Occupation
Lifestyle
Personality
PSYCHOGRAPHIC

GEOGRAPHIC

Wholesale
BEHAVIORAL

Retail

Grocerys, departmental
stores and hypermarkets

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3.8: Customer environment
Who are our current and potential customers ?
a.
−
−
−
b.
−

Customers are distributors :
Partners can distribute products on shelves, websites, ...
Supermarkets, and convenience stores such as Co.op mart, Big c, Bách Hóa
Xanh, circle K, B'smart ...
Promote products at schools, hospitals
Individual customers :
Our products are a drink regardless of gender or age as it is for anyone who
wishes to be healthier and more beautiful every day.

What do customers do with our products?
−

Nut milk is the name for drinks made from nuts contains plenty of albumin,
fat, calcium, vitamins B1, B2, protein

−

We have quite a few types of milk

from "plant" with the name of nuts such as almond milk, Macca milk ...
Drinking seed milk has the same nutritional effect as when eating nuts. Each
other is in liquid form, one in solid form

Where customers can buy products ?
−

Developing e-commerce channels, increasing the coverage of the
development of all sales channels, helping customers to make micro-

−

purchases anytime, anywhere.
Supermarkets and convenience stores such as Co.op mart, Big c, Department
of Green, circle K, B 'smart ...

When do customers purchase our products ?
−

With the motto of constantly creating, researching and developing new
products to expand markets, attract new customers, make the most of
distribution channels and create barriers to competitors, so Diamond
Company launched a new product, seed milk - a products purely from nature.

Why do customers select our products ?
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−

Not only is a rich source of nutrients for health, but milk seeds are a prefix to

−

improve the beauty, fight premature aging, and enhance memory for all ages.
In seed milk, there are many proteins, easily digested substances for the

−

stomach to provide energy, nourish the skin, and nourish hair
Milk seeds support health, lower cholesterol, support diabetes, burn fat in the
body, no lactose, no casein.

=> The essence of science and technology to exploit all the great benefits from
nuts, providing customers with the most nutritious products, from pure plant
seeds.

3.9 : Marketing Strategy
•

Product: Seed milk is a product that both benefits users while retaining the
aroma and fat of whole milk while ensuring food safety. The company aims
to provide customers with a "convenient, delicious and nutritious" product.

Currently, the company focuses on developing sugar-free and sugar-free
granulated milk products so that customers can choose according to their

•

personal preferences.
Price: The price of the product when it is launched ranges from 7,500VND
(180ML) – 32,000VND (1L) . We will apply promotions such as buying 4

•

boxes, giving 1 free box to bring our products to consumers more quickly.
Place: Distributed in large and small supermarkets, for customers to try to

•

know more about nut milk products.
Promotion: The message we want to give to consumers is “don't worry about
your weight because you already have nut milk. Drink healthy and stay
healthy ”. We will advertise through the Internet such as fanpage, Facebook,
…. Distributing wholesale and retail to supermarkets and small traders,
supporting funding and applying promotions, giving gifts to attract
consumers.

3.10: Implementation

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3.10.1: Product

Our product launches three types of nut milk: Walnut milk, Almond milk, Brown
rice milk. We take ideas from priceless diamonds to make our brand name because
our milk brings health to everyone. So our brand name is diamond milk. Besides
don't worry about your weight because you already have nut milk. “Drink healthy
and Stay healthy”. Please rest assured about our packaging as it is made entirely of
paper boxes to help protect the environment. The packaging will show full
information about the product: logo, label, actual volume, place of manufacture,
ingredients of milk, instructions for use.
+ Product life cycle:


Introduction

This is the first stage for the product. At this stage, the revenue is very low, the
growth rate is slow, and there is no profit because of the high cost of introduction.
Production techniques and products are incomplete and market expansion is
difficult.
Our products were marketed 1 year ago. Up to now, the capital has been recovered
and is in the process of promoting development in the foreign market.



Growth

After half a year in the market, our products have received positive feedback from
customers. We have built a reputation for product quality. Our products have left a
good impression on customers. Whenever we mention milk, we are confident they
will think of our product first.

+ Packaging

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Our packaging will have a simple design, easy to see, using creative tones to create
a familiar pleasant feeling for customers. Using paper as packaging to help protect
the environment is also one of our goals in this project.

+ Brand

3.10.2: Price

Applying PENETRATION – PRICING strategy to quickly bring products
to customers.
This strategy is used to attract customers to buy our new product( nut milk),
by offering a low price during the initial offering. Attract customers from
competitors. Although this method does not bring much profit at first, we will
gradually adjust the price properly and compete with other milk brands.
We believe that with this strategy, we can not only reach new customers, but
also attract competitors' customers.
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Our company has identified a line of dairy products that are high-quality,
duplicate nutrients when combining milk and seeds
Our company has priced the product at a price suitable for consumer
based on the criteria of nutritional value in the nut milk product:
28.000 VND / for 1 pack ( 180ml), 260.000 VND/ for a carton of 10 packs of
milk
We have 2 prices for 2 different volumes
7.500 VND for one 180ml box

32.000 VND for a one-liter bottle
Although the price is low but the quaility of each milk box is vey high.
3.10.3: Place
The company will try to expand the market to all three regions: South, Central, and
North. So that all consumers can know and use the nut milk products
-Creating the best quality granulated milk on the market, - Signed contracts with
supermarket chains such as Big C, Coopmart, ... to have 1-2 separate shelves
promoting dairy products
-Distribution with retailers so that consumers can easily know and buy products
-Customers can order online on website www.diamondmilk.vn or via hotline:
1235678, receive goods and pay at home within 48 hours, free shipping with
invoice over 200k
3.10.4: Promotion
+ Public Relations:
We will become a sponsor of current web dramas on Youtube. Because we believe
this option will reach consumers most quickly. We can both show our customers the
benefits of this product and convey the message we want to deliver.
We will collaborate with Food Bloggers to introduce new product lines. This plan
will attract the majority of young people who use social networks for a long time
+ Sales promotion:

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Spring gifts for customers from November 15, 2022- December 15, 2022: save
20%, or buy 2 gift packs with 1

candy box.

+ Personal Selling:

We will have milk tasting programs at 13-14h, 15-16h at supermarket chains for
customers to try and know about the product.
+ Advertising:
Create videos about the seed milk production process, the place of production to
create trust for customers . Spend money to advertise on social networks, tv,
Facebook,…
+ Direct Marketing:
We will promote in the following forms:


Email : send automatic messages to loyal customers who have purchased our
products



Door to Door Leaflet : We will form a team to go to advertisers one by one
about new products.



Telemarketing: Online team will be in charge of customer care over the
phone such as: listening to customer reviews to improve products, sending
birthday messages to loyal customers.

3.11: Makerting plan (6 months)
The plan is divided into 3 phases
Phases

Time

Summer
Times
2022

1/7/2022
30/8/2022

Expenses
(VND)
1.Organizing sports activities at the children's cultural 25.000.000 VND
house “Khuấy động mùa hè cùng Diamond’s Milk”.
2. Sponsor Ho Chi Minh City children's soccer
tournament.
3. Use the Gondola End display in the supermarket.
4. Television advertising.
5. Advertising via Facebook, Shopee, TikTok.
6. Run advertising banners on the stores of My Kingdom,
Active Process

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1/9/2022
Back to
school
31/10/202
2022
2

The Gioi Do Choi.

7. Video ads, banners on Youtube.
1. Organized a program to award school relay
scholarships to poor, studious children at Diamond's
Milk.
2. Organize content marketing “ Giờ ra chơi chán quá, để
Diamond lo “.
3. Use the Gondola End display in the supermarket.
30.000.000 VND
4. Television advertising.
5. Advertising via Facebook, Shopee, TikTok.
6. Run advertising banners on the stores of My Kingdom,
The Gioi Do Choi.
7. Video ads, banners on Youtube.
8. Organize a Halloween game program for children.
1. Organize a gift program with “candy box” on each
product for customers.
2. Promotion program “Tết cùng Diamond’s milk – Tết

Happy
New Year
2022

1/11/2022 vui sum vầy”.
-31/12/202 3. Use the Gondola End display in the supermarket.
2
4. Television advertising.

45.000.000 VND

5. Advertising via Facebook, Shopee, TikTok.

6. Run advertising banners on the stores of My Kingdom,
The Gioi Do Choi.
7. Video ads, banners on Youtube.

4. ENVIRONMENT MARKETING
4.1 : Macro environment:


Demographic: In Vietnam, the trend to use nut milk is also increasing
strongly. According to the survey results in 2019, up to 66% of Vietnamese
consumers want more products made entirely from natural ingredients. Dairy
alternatives such as soy milk, almond milk, rice milk, oat milk, coconut milk,
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cashew milk ... will become increasingly attractive to consumers, with
different needs depending on the region.



Economy: Currently, the inflation is high with double digits and there is a
risk of further increase and a great impact on the investment capital of the
company. Raw material costs have also increased due to the heavy burden of
inflation



Technology environment: Use modern technology equipment that meets
international standards, use modern packaging technology, and import
technology. Production technology: the more developed the era, the fastest

growing production is in the carbon-free beverage production line in general
and the milk seed production technology in particular. Information and
communication technology: developing more and more such as Bluetooth
wireless connection technology, biosensor system, surveillance camera ... to
help increase milk production.



Legal politics: In two directions: encouraging, creating favorable conditions,
restraining, and limiting the development of the market. Stable Vietnamese
politics create conditions for domestic businesses to develop. Increasing the
competitiveness of domestic and imported dairy products.



Natural environment: Because Vietnam has a favorable geographical
location, plants are easy to grow and produce high yields and the climate of
Vietnam is favorable for growing crops. Therefore, we have the advantage of
raw materials for production.

4.2: Micro environment:


Business: When drafting a marketing plan, company marketing heads must
pay attention to the interests of internal groups such as the supreme
leadership, the Finance Department, the Design Research Department.
testing, data supply department, production department and accounting
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department. Contrasting with the main marketing plan drafters all these
groups are made up of corporate micro environments. Marketing
administrators must cooperate closely with other divisions of the company.
The finance department is always interested in issues related to capital and
the use of capital needed to implement the marketing plan. The experimental
lab addresses the quality, taste and nutrition issues of the types of milk and
investigates the methods of producing the most efficient types of milk. The
supplier department pays attention to raw materials to ensure sufficient
number of server processing.
The production department is responsible for producing a quantity of milk
for application in the field. The accounting department keeps track of
revenues and expenditures, helping the marketing department make
headlines. The performance of all these departments, one way or another,
affects the plans and operations of the marketing department.



Supplies: To produce nut milk, the company must purchase nuts, sugar, and
other flavors on a daily basis. In addition, the company must purchase the
necessary labor, equipment, electricity, computers ... for it to function.
Marketing administrators must pay close attention to the prices of all supply
items, because the job of increasing the prices of raw material purchases can
automatically upgrade milk. Lack of certain ingredients, strikes and other
events can disrupt the delivery of product to the customer. In the short term,
it will miss the advantages and in the long plan it will lose the customers'
perception of the company.



Intermediaries: Are agents that support the company to go up, consume and

popularize the company's goods. These include commercial brokers,
companies

specializing

in

information

storage,

marketing

service

organizations and financial institutions.

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

Competitors: Competitors in the nut milk market to consider in order to
come up with effective competitive strategies are marketed nut milk products
such as TH TRUE MILK.

5. REFERENCES
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