Sustainable Consumption Project 3.4.1 The strategies of changing cognitive component: 32 3.4.2 The strategies of changing behavioral component: 34... Nature of the company TH group was
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MKTG 1421 - CONSUMER PSYCHOLOGY AND BEHAVIOR
SUSTAINABLE CONSUMPTION PROJECT
Vu Pham Nha Thu - S3712379
Ngo Tran Thuc Anh - S3695429
Tran Kha Doanh - S3730082
Diep The Huy - S3678710
Nguyen Hoang Viet - S3557731
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3.4.1 The strategies of changing cognitive component: 32 3.4.2 The strategies of changing behavioral component: 34
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TH true milk has implemented 3 chief stimulus which is online advertising, the stimulus of brand/product and event/contest In the online advertising, TH true milk mainly focuses on the Facebook fan page, organize with prizes for the customer to get the promotion Moreover, it also has the eco-friendly event to purchase empty boxes and bottles of milk for a canvas bag In the stimulus of brand and product, TH true milk uses only 2 main color which is green and light blue to make the customer feel fresh and natural when they see TH true milk products and advertising TH true milk has 2 main charity event, which is annually for students and kids over the country, they collaborate with schools to provide unprivileged students the most quality and comfortable study environment and lifestyle.
Besides, the internal influences are starting with the learning stage This stage will analyse the condition learning, both classical (TH true milk charity event and game show), operant conditioning (promotions “buy 8 get 1” and purchase empty boxes, bottles for a canvas bag), and cognitive learning including Iconic rote (the company slogan and theme color want the customer to remember the brand as the most natural of Vietnamese dairy) Furthermore, the motivation part is applying the McGuire theory to show how TH true milk gets into their customers’ awareness of the natural milk with organic ingredients Cognitive, affective and behavioral components in the attitude part are used to how the brand image effect to customers’ consensus In the last part of internal influence, the attitude-change strategies will be included as the supporting idea for TH true milk to reconsider their cognitive and behavioral component.
Last but not least, the external influences is successfully applied by TH true milk. Specifically, they exploit Vietnamese culture influences (humor vs seriousness, adult
vs child, problem-solving vs fatalism, status vs performance) At the same time, TH true milk main target customer is middle age people who are most parents and the consumer will be teenagers (12-18) and kids (5-12), the income will be the focus in
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(co-workers, friends, family members), secondary groups (colleagues, members of social groups), strategy - informational (social media group, Facebook fanpage), and strategy - word of mouth.
Overall, utilizing the external influences, TH true milk has done well in targeting the right segmentation of customers and consumers, exploiting Vietnamese culture to set prices, perfect timing to release the new product collection, attractive advertising and also apply the effective strategy of group influences to increase their reputation.Finally, for the recommendation, TH true milk should apply the level 4 in Maslow’s theory to motivate more customers to purchase their milk items On the other hand, they also need more special and unique strategy for their branding so as to impress their potential customers and outstanding in the dairy market of Vietnam.
1 Introduction
1.1 Nature of the company
TH group was established in 2010 and is located in district Tan Binh, HCMC TH true milk is an organization specializing in milk product in Vietnam such as fresh milk, yogurt, and ice-cream With the slogan “ True Happiness” or “ Fresh Milk”, TH true milk create a phenomenon in Vietnamese customer and make the consumer trust them in the short time because TH group is the first company milk in Vietnam applies the most modern technology in milk industry that imported in foreign countries On the other hand, TH group is the first brand milk in Vietnam breed a cow by themselves Moreover, TH group has the fields of corn, sunflower seed, walnut to make the organic food for their cow (New.zing 2015) Control Union certificate TH true milk is the first organic milk brand company from Vietnam compliance all procedure of Europe Standard (Dantri 2017).
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Overview of TH True milk farm in Nghia Dan (Nghe An)
Inside the farm of TH True milk
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1.2 Product
Although launched in 2010, TH true milk gets the trust of many Vietnamese customers According to Brands Vietnam (2013), 85% customer after buying the products of TH true milk, they want to come back and become the loyal customer of
TH in the future Moreover, the product has been checked in the National Institute of Nutrition, announced good weight loss effect and suitable for Vietnamese ( Ven 2015) In July 2014, TH true Yogurt was launched for the children over 1 year old, with the two special from Denmark are TH.acidophilus and TH.paracasei (TH milk 2015) In the beginning of 2018, TH group continues to launch the new product is
TH true ice-cream with the slogan” No food addictive”.
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1.4 Target market
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2 Stimulus for the company/the store/the product/the brand
2.1 Online advertising
Stimulus 1: Youtube advertisement (Accessed 5th September 2018)(https://www.youtube.com/watch?v=HSfVt9cTW9Q)
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<http://cafef.vn/sua-tuoi-huu-co-th-true-milk-organic-doat-giai-cao-tai-trien-lam-thuc-pham-the-gioi-world-food-moscow-20170913194341924.chn>
Another PR articles reviewing TH true milk is a 100% Organic milk on Dantri.com.vn
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<cua-nganh-sua-viet-nam-20170818105542691.htm>
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2.3 Events/contest
Stimulus 8 : The charity program “Sua hoc duong - Vi tam voc Viet”
“Sua hoc duong - Vi tam vo Viet" is organized annually since 2016 for unprivileged children at schools nationally The charity program is first to run in 17/19 urban districts of Nghe An province and successfully in helping thousands of unprivileged children.
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Website of the charity program “Sua hoc duong - Vi tam voc Viet"
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<nghe-an.html>
http://suahocduong.vn/th-true-milk-tiep-tuc-dong-hanh-cung-sua-hoc-duong-tai-
Unprivileged children drink milk at school
Stimulus 9: Gameshow “Chinh phuc - Vietnam Brainiest Kid” is an annually game show for the teenager from 11-14 years old, sponsored by TH True Milk. (http://chinhphuc.vn/Home/NewsDetail/6)
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“Vietnam Brainiest Kid” homepage website
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Operant conditioning
Regarding the operant conditioning, TH is doing various kinds of advertising on both offline and online platforms For traditional advertisements, there is a promotion campaign of “Buy 8 Get 1” for TH true yogurt (Stimulus 3) The TH true yogurt would be very supportive in increasing the anti-bacteria system of the consumers and very tasty with the 100% natural flavors of blueberry and vanilla Moreover, the customers could try the yogurt out in the supermarkets every weekend For digital marketing, True Happiness is operating a promoting event on the official Facebook fan page The event is about recycling the used TH milk box and getting a pretty canvas bag in return (Stimulus 5) The company is calling the customers in
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protecting the environment together By applying the operant conditioning learning,
TH true milk is trying to help the customers to be more eco-friendly and more sustainable in the way of consuming products.
3.1.2 Cognitive Learning
Iconic rote learning
The iconic rote learning is the memorization process about the association between two or more concepts in the absence of conditioning (Carmen 2008) Normally, this learning method occurs in the low-involvement products through repeated advertising As the dairy company, the TH Company is mainly using the iconic rote learning for the advertisements To elaborate, the company name of TH stands for True Happiness because the founders want the Vietnamese people to feel happy by providing the best source of natural milk Moreover, the company slogan is “Truly Natural”, which means every dairy product like milk, yogurt or ice cream is 100% organic and directly selected from nature The company would like to make the customers to remember the brand as the most natural brand in the Vietnamese dairy industry.
Overall Evaluation:
It is very important for the eco-friendly organization like True Happiness company to implement the part of Learning This venture has chosen the accurate types of Learning so as to come up with the best strategy for delivery the key messages to the customers in the form of advertisements.
3.2 Motivation
McGuire theory
As a highly reputable brand in term of milk item, TH True Milk applied the consistency motive which helps the brand get into consumers’ awareness of the natural milk The design team chooses the blue, green and white as a decisive color
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TH True Milk is grouped in a high-quality milk brand due to the original and healthy ingredient including in milk In each group of items, the brand decides one specific color to attach it in the customers’ subconscious.
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Regarding consumers, they always need a innovation in the product that they will
be loyal to the brand for long-term effect Understanding clearly that insight of customers, TH True Milk takes advantage of novelty motive to make a brand extension which expands the product line, provides more types of milk in different benefits Due to the customers’ insight of being afraid of making an incorrect purchase, they base on self-expression motive to choose and rely on the reputable brand to maintain the need of ego-defense.TH True Milk wants to position itself in a high marketplace, the company puts more effort to build a brand image that wins the highest place in Vietnam market in term of milk product It also exemplifies as a well-known milk brand which always pops up in their mind when they are making a choice in buying milk.
Overall Evaluation:
By understanding the insight of consumers, TH True Milk decides to choose those suitable McGuire motives and idea concept with the main purpose of satisfying what buyers need and also helping customer deal with the struggle they cannot even acknowledge In the customer’s perspective, they probably have these insights that they cannot be aware of So, that will be the role of marketers who have to deeply understand the customer’s insight and design a suitable marketing strategy for promoting the product These concept of McGuire theory can help marketers to recognize what the customer expects to the product.
3.3 The Components of Customers’ Attitude
3.3.1 Cognitive Components
Since the day of establishment, the True Happiness company has committed to the only mission for producing the purest milk, which is believed to be the only way to increase the stature of Vietnamese people In 2009, the TH group invested 1,2
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liters of milk per year in an international-standard closed production process. Therefore, the customers could totally put their beliefs and trust in the quality of TH milk and dairy products because the TH products are “Truly Natural” and being produced directly “From the green grass to your milk glass”.
3.3.2 Affective Components
Regarding the Affective Components, the feelings and emotional reactions of the customers towards TH true milk are very positive in terms of product quality and price For the product quality, it is undeniable that True Happiness is the top company providing the purest source of milk In recent years, this organization has widened the range with many milk and dairy products such as TH true milk, TH true yogurt, TH true organic, etc In addition, the average price of these products is about 30,000 VND, which is very affordable for the consumers in term of daily consumption.
The price list of TH dairy products in September 2018
(https://mebegao.com/bang-gia-sua-th-true-milk/)