EXECUTIVE SUMARY, OBJECTIVE AND ISSUES
Introduction about TH True Juice
TH Group, the owner of the TH true MILK brand, is committed to leading the way in producing clean, healthy, and all-natural foods and beverages for public health As part of this mission, they have introduced a new product line of juice and fruit milk drinks under the brand name TH true JUICE.
TH true JUICE is an outstanding product line consisting of: 100% fruit juice (TH true JUICE); TH true JUICE smoothie and TH true JUICE milk.
A completely natural source of energy, vitamins and minerals
TH true JUICE offers 100% pure fruit juice made from natural fruits, free from preservatives and chemical additives Their range includes natural orange juice, apple juice, apple-peach juice, and apple-gac juice, all without added sugar, ensuring a completely authentic fruit experience.
TH true JUICE sources its ingredients from renowned high-quality fruit regions, ensuring that consumers enjoy delicious and nutritious products made entirely from natural fruits The selection includes locally sourced fruits like gac and banana, as well as imported varieties such as green apples from Australia, guavas and strawberries from France, mangoes from India, and peaches from Europe.
TH true JUICE milk products combine real fruit with TH's fresh, clean milk, resulting in a delicious and healthy beverage This drink offers a natural source of energy, vitamins, and minerals, making it a nutritious choice for overall well-being.
For years, the Vietnamese beverage market has been dominated by synthetic products, leading to a trend of unhealthy consumption among consumers While many prefer self-squeezed juices or those from small suppliers that prioritize quality and food safety, TH true JUICE stands out by embodying the core values of being "completely from nature" and "for public health." This product offers the pure sweetness of real fruit and the rich taste of clean fresh milk, making it an ideal refreshment that promotes health and well-being.
Leading technology preserves nutrients and flavors
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TH true JUICE utilizes advanced German aseptic filling and bottle sterilization technology, making it one of the few pioneers in Vietnam to adopt this cutting-edge production line This modern cold-filling aseptic technology ensures the highest food hygiene and safety standards while preserving the maximum nutrients, flavors, and colors of the fruit juice, as it avoids prolonged heating typical of conventional hot filling methods As a result, TH true JUICE products are free from chemicals and preservatives.
Take the lead in creativity with a stylish wide-neck bottle design
Wide-necked plastic bottles are gaining popularity globally, particularly in the beverage industry, as they offer aesthetic appeal and practical advantages over traditional narrow-mouth bottles Embracing this youthful trend, TH Group has adopted a wide-neck bottle design for its TH true JUICE product line.
Nutrient-rich fruit juices and milk drinks in wide-neck bottles combine vibrant, youthful aesthetics with practicality, offering a convenient capacity for easy consumption.
300 -350 ml, suitable for the needs of individuals and families In particular, the wide neck bottle design also helps to bring a more "already" feeling when enjoying.
Following TH true WATER and other healthy beverage products such as TH true HERBAL herbal drink, TH true RICE roasted rice water, TH true JUICE product line is a dynamic
The TH branded healthy co-drinking products are emerging as a new contender in the market, appealing to consumers not only through exceptional taste but also by prioritizing public health Committed to purity and natural ingredients, these products are crafted with care and respect for Mother Nature, making them a standout choice for health-conscious individuals.
TH true JUICE product set launched from February 2020, includes product lines: Pure fruit juice, Pure fruit juice, and Fruit milk drink.
Products that are currently on the market (from February 2020) include: Natural Orange Fruit Juice, Natural Apple Fruit Juice and Natural Apple - Gac Fruit Juice; are not added refined sugar.
In the first quarter of 2020, several new products will be launched, including Natural Mango Fruit Juice, Natural Guava Fruit Juice, Natural Mango Juice, Natural Banana Juice, Mango-Natural Peach, Natural Orange Fruit Milk Drink, and Natural Strawberry Fruit Milk Drink.
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Summary about this marketing plan
In this marketing plan, we will focus on 4 main parts which are:
This article delves into the comprehensive analysis of TH True Juice's business situation by examining both the external and internal environments It emphasizes the formulation of a targeted marketing strategy utilizing the marketing mix components: product, price, promotion, place, people, process, and physical evidence Following this, a detailed action plan is proposed to effectively implement the marketing strategy Lastly, solutions are presented to ensure the marketing plan remains aligned with its objectives.
Objectives and issues
Regarding the objectives of the marketing plan, this plan has some main purposes below:
• Provide a complete marketing plan for TH True Juice.
• Analyze situations/environments of TH True Juice.
• Provide detailed marketing strategies and apply marketing strategies for TH True Juice from November 2021 to December 2022 Thereby bringing revenue and positioning the product brand.
• Provide methods to control marketing plan on schedule.
• In each campaign/ event/ strategy TH True Juice will have a specific marketing objective This will be showed in action program.
TH True Juice, launched by TH Corporation in February 2020, requires a robust marketing plan to effectively position itself in the market and outshine competitors.
SITUATION ANALYSIS
The current product
TH Group is leading the way in producing clean, healthy food and beverages sourced entirely from nature, prioritizing community health As the owner of the TH true MILK brand, TH Group has recently introduced a new line of juices and fruit products.
TH true JUICE offers a range of nutrient-rich milk drinks, including Natural Juice, Natural Apple, Apple-Peach, and Natural Apple-Gac, which have been available since February 2020 These products feature aesthetically pleasing, brightly colored wide neck bottles with a capacity of 300-350 ml, making them perfect for individual and family consumption The innovative bottle design enhances the drinking experience without the addition of refined sugar Utilizing advanced German aseptic filling and bottle sterilization technology, TH true JUICE stands out as one of the few pioneers in Vietnam to implement this cutting-edge production line.
SWOT analysis
SWOT analysis evaluates an organization's internal strengths and weaknesses, as well as external opportunities and threats, to inform strategic planning The main goal is to align the organization with its external environment and sustain that balance over time To achieve this, organizations assess new programs and initiatives.
Download TIEU LUAN MOI at skknchat@gmail.com, which focuses on enhancing organizational performance This article utilizes SWOT analysis as a foundational decision-making tool to guide the process effectively.
Making entrance in such a competitive market, TH true milk successfully reached their present position due to the firm’s well-invested foundation, including:
● Stable capital from North Asia Commercial Joint Stock Bank.
● The largest-scale, most advanced factories and farmhouses in ASEAN.
● Synchronized production process, from mass farming to wide distribution.
TH true juice has rapidly ascended to become one of the top three liquid milk manufacturers in Vietnam, achieving a significant market share of over 40% by 2020 The company's commitment to fresh milk products is matched by its environmentally and socially responsible organizational culture, which not only fosters internal growth but also enhances its public brand image Additionally, TH true juice actively engages in community-benefiting projects, further solidifying its positive impact on society.
● Establishing hi-tech farms and factories provided more employment for locals and improved farm land’s efficiency.
● TH’s proposal to the Vietnam Government on regulating and standardizing different types of juice promoted a healthier juice market.
● TH contributed in the restoration of ancient temples nationwide and programs promoting women’s value, social morality.
Within these projects, Ms Thai Huong also shared her vision of building the firm’s strength based on common strength and her anticipation to empower their employees through these activities.
TH True Juice products have consistently priced higher than those of many local brands, creating a competitive disadvantage, particularly against Vinamilk, the leading manufacturer in Vietnam This pricing strategy may impact consumer choices in the Vietnamese dairy market, where many consumers are unaware of the benefits of premium products.
Consumers often struggle to differentiate between various types of milk due to a lack of knowledge and misleading packaging This confusion negatively impacts TH's differentiation strategy, as their limited range of healthy juice products receives less public recognition compared to more diverse competitors Consequently, the perceived value of TH's natural healthy juice is diminished, placing it on par with other reconstituted juice options.
TH's greatest opportunity lies in developing new organic products, particularly in response to the global trend and rising living standards in Vietnam The organic food market in Vietnam has seen significant growth and is expected to continue expanding in both production and consumption, presenting a promising avenue for local firms Among these, organic juice stands out as a rapidly growing sector, with an estimated 200% increase in global revenue However, the majority of organic juice products in recent years have been imported, highlighting the need for a comprehensive local production chain for juice products.
Since its inception in 2020, TH true juice has established a certified organic production chain compliant with EC No 834/2007, EC No 889/2008, and is pursuing NOP certification in the USA The company boasts a large-scale farm with over 1,000 clean fruit farms, with plans to expand this number to 3,000 by 2021 The launch of TH true juice has solidified its position as a leader in Vietnam's organic fresh juice market.
TH True Juice has gained significant recognition, enabling the company to expand both locally and globally Over its seven years of operation, it has consistently received approval from the Vietnamese government and has been awarded for its safe production practices and healthy products Notably, the Vietnam Organic Agriculture Association recognized TH True Juice for its contributions to the development of organic products These accomplishments are likely to enhance TH's competitive performance in the future.
Concerning the new organic products, the threat of intense competition remains.Though being a leading manufacturer of healthy juice in Vietnam, TH is inevitably facing
Vinamilk has established itself as a leader in the organic product market by launching its new line last year, making it the first local manufacturer to do so In contrast, TH's organic jute product faces a pricing challenge, with a cost of 31,000 VND for a 500ml carton, which may hinder its competitiveness in the market.
Vinamilk (53.000VND for 1L carton) Thus, TH’s ability to successfully compete in this new market remains uncertain.
A major challenge facing TH True Juice is its future commitment, given its extensive production capabilities and ambitious investment plans This scale of operation introduces various uncertainties that TH has encountered and may continue to face moving forward.
TH's farms and factories have faced allegations of environmental pollution and negative impacts on local communities in recent years Although TH representatives have responded to these claims, many accusations remain unaddressed As TH embarks on a new 10-year plan in Russia, the company's relatively short 7-year operational history raises questions about its potential success in national and international markets moving forward.
MARKETING STRATEGIES
Product
3.1.1 Stick with the word “true”
TH Group has officially introduced its new line of fruit juice products under the brand name TH true JUICE, which features a variety of offerings including natural juices, smoothies, and a fruit milk drink.
And again, persisting with the brand positioning as the word "true", all the products that
TH launched this time are also guaranteed to be "completely from nature".
TH true JUICE offers a 100% natural fruit juice product made from real fruit, free from preservatives and chemical additives This pure fruit juice is especially notable for containing no added sugar, ensuring a wholesome and authentic taste.
Even, to bring consumers the most delicious, nutritious and completely natural products ,
TH has meticulously chosen fruits sourced from renowned agricultural regions worldwide This includes gac and bananas from Vietnam, green apples from Australia, guavas and strawberries from France, mangoes from India, and peaches from Europe.
TH prioritizes natural ingredients and employs advanced aseptic filling technology in its production process This innovative method sterilizes bottle embryos, ensuring the highest food hygiene and safety standards while preserving the maximum nutrients, flavor, and color of the natural fruit juice Unlike traditional hot filling methods that require prolonged heating, TH true JUICE products are free from chemicals and preservatives, making them a completely healthy choice.
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Since its inception over a decade ago, TH has established itself as a pioneering enterprise in the realms of clean fresh milk and nut milk, leading the organic food revolution Today, TH continues to reinforce its position as a trailblazer in the healthy drinks sector, consistently innovating to promote wellness and sustainability.
The journey of "healthy drinks" began with the launch of TH true MILK fresh milk, followed by TH true Herbal herbal drink and TH true NUT seed milk Thai Huong, the Founder and Chairman of the Strategy Council of TH Group, has consistently aimed to provide consumers with a healthy, green, and clean food ecosystem using entirely raw natural materials Recognizing the growing demand for fruit juice, TH Group expanded its offerings with the introduction of TH true juice Despite being a later entrant in the market, TH true juice maintains the same commitment to cleanliness and natural ingredients as the other dairy products from TH Group.
Price
In the competitive Vietnamese dairy market, TH adopts a unique pricing strategy to establish a strong presence By emphasizing its commitment to "clean" and "real" product attributes, TH positions itself with a premium pricing model that fosters consumer trust, embodying the principle of "you get what you pay for." While prices vary across different distribution channels, TH consistently maintains a higher price point compared to other brands, reinforcing its premium brand identity.
Below is statistical price list compared with some popular juices on the market:
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TH effectively builds trust with urban women who lead active lifestyles and prioritize health by offering clear price differentiation This approach has shifted consumer perceptions, positioning milk not as a luxury but as an essential choice for safeguarding health and enhancing well-being.
TH True Juice boasts a significant competitive advantage by sourcing its natural ingredients directly from its own farms, which insulates it from the fluctuations of raw material prices in the market Consequently, any necessary price adjustments will only occur in response to broader market increases, ensuring stability and consistency for consumers.
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TH True Juice is targeting young consumers with a special campaign offering a discount of 1,000 VND per product for students and individuals under 30 To qualify for this discount, customers must present a valid student card or identity card at the time of purchase.
When you buy 1 carton of TH true juice, you will get 1 bottle of TH True Juice of any flavor
Promotion
The message of living fully from the drink dubbed "rechargeable battery" of TH
TH true JUICE – An energy source completely from nature
Everything needs energy! Just like the phone needs to be charged, modern youth also need to recharge regularly to experience life to the fullest.
With TH, the principle of "completely natural energy" is instilled in each product, and
TH true JUICE is no exception when this fruit milk drink brings safety from real ingredients and wins full trust consumer confidence in health and healthy diets.
TH True JUICE advertising formats are deployed by the company in the form of multi- channels from:
• Advertise on television at channels such as VTV3, HTV7, SCTV2, TVC
TH True Juice targets health-conscious young individuals by prioritizing advertising on social media platforms and youth-oriented newspapers, effectively reaching their desired audience.
• Outdoor advertising with light box billboards in public places such as bus stations, schools, hospitals, etc.
TH's customer base is steadily growing, with VTV serving as a key player in connecting with Northern audiences, while HTV7 resonates deeply with Southern viewers This strategic partnership with HTV7 has allowed TH to extend its reach beyond just young customers, successfully engaging a diverse range of age groups.
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TH's public relations efforts are deeply intertwined with consumer health and well-being, emphasizing social benefits and community development The brand actively promotes initiatives that support children's growth, fostering a strong connection with the public and enhancing its reputation.
On September 11, 2021, TH launched the campaign "24,000 glasses of TH true JUICE natural juice to power the frontline against the epidemic," garnering public attention during a challenging time in the fight against the epidemic This initiative highlights TH's commitment to social responsibility and reflects the Group's core business principle of prioritizing the harmonization of interests over profit maximization.
Despite the drawbacks of sales promotions, which can lead to budget waste, intense competition compels brands to actively stimulate customer demand In this competitive landscape, TH consistently implements various strategies, including trials, price promotions, combo offers, and giveaways, to engage consumers effectively.
TH Group expresses gratitude to its loyal customers by launching the "Natural Energy - Win More Than 500,000 Prizes" promotion This exciting program, running from July 1, 2021, to September 30, 2021, invites customers to purchase TH true RICE rice water and TH true JUICE fruit milk for a chance to win one of hundreds of thousands of valuable prizes nationwide.
TH is dedicated to promoting healthy beverages made from all-natural ingredients Their initiative, "Natural Energy - Win More Than 500,000 Prizes," aims to enhance consumer experiences and provide significant benefits This program encourages more individuals to enjoy products that are not only delicious and healthy but also uphold high quality standards.
TH True Juice is set to launch a new campaign that allows customers to accumulate points when purchasing products at participating supermarkets and retail grocery stores Customers will receive a loyalty card upon spending 30,000 VND, earning 10 points for each purchase For every 100 points collected, customers can redeem them for a bottle of TH True Juice, enhancing the shopping experience while rewarding customer loyalty.
Place
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TH's motto is "first distance, second speed", appearing in every corner of the market, reaching all different customer segments:
• Supermarkets, large retail systems: TH is now present in all major supermarkets and retail systems such as BigC, T-mart, Vinmart, CoopMart, etc.
• Wholesale and retail agents across the country are also the place where TH sets foot, targeting customers in rural areas.
TH is also competing fiercely with Vinamilk when distributing to restaurants, hotels, trade unions, etc.
TH has established the TH True Mart system to provide consumers with a premium shopping experience Currently, the TH True Mart network spans 51 provinces and cities, boasting over 200 stores across the nation Unlike other supermarkets that can overwhelm customers with numerous brands and uncertainty about product quality and origin, TH True Mart offers a trustworthy and reputable shopping environment Today, TH True Mart stands out as the most successful exclusive store in the fast-moving consumer goods (FMCG) sector.
TH embraces the rise of E-commerce, making its products accessible on platforms like Lazada, Adayroi, and Shopee, complete with enticing promotions Additionally, the company's website features convenient door-to-door delivery, promoting the slogan "Bringing the essence of nature to your home."
Racing in the midst of an era of constant change and development, TH's strides show a flexible "improvisation" to surpass the competition.
People
3.5.1 For customers: more than just buying
• One important area of innovation for TH True Juice is its ability to provide a personalized and social experience for its users
- In terms of personalization, TH True juice leverages data and AI to identify patterns and insights from users’ browsing and purchase data and uses new technologies like
AI and AR-powered tools enable brands to offer unique shopping experiences that engage customers beyond mere transactions and price competition By leveraging these technologies, TH True Juice and other sellers can foster deeper connections with their audiences, ultimately enhancing brand loyalty and recognition.
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TH True Juice has successfully combined shopping with social interaction by fostering a vibrant community where users can connect and share experiences To enhance this engagement, the brand is establishing a dedicated Facebook forum for TH True Juice users, ensuring they have a reliable platform for objective feedback on their products Each product will feature an attractively designed QR code that, when scanned, directs customers to this user community, facilitating seamless interaction and support among consumers.
- Besides, regularly organizing livestreams on communities to answer customers' questions and besides, this also promotes sales of TH True Juice.
TH True Juice offers several engaging features, including a live streaming option that enhances customer interaction, mini games that create fun experiences for consumers, and a live chat function that allows buyers to communicate directly with sellers This chat feature facilitates inquiries before and after purchases, enabling customers to receive valuable feedback and support throughout their buying journey.
In the era of Industrial Revolution 4.0, online shopping has become commonplace, leading to an increase in fraud and counterfeit goods To combat this issue, companies are leveraging data and AI to enhance the security of online shopping experiences A prime example is TH True Juice, which implements unique QR codes on each product that provide detailed information about its origin and authenticity By simply scanning these QR codes, customers can access information about the manufacturing facilities and distribution channels, helping to verify the product's legitimacy This innovative approach not only aids in detecting potential fraud but also offers consumers greater peace of mind when shopping online.
- TH True Juice will design Product experiencing counters for customers before buying, arrange stalls of TH True Juice products (At stores, supermarkets, etc.) for
Offering customers the opportunity to test products before purchasing enhances their authentic experience, leading to a more informed buying decision This approach not only fosters gratitude towards the seller but also significantly increases the likelihood of conversion, as satisfied customers are more inclined to make a purchase.
TH True Juice prioritizes customer experience by enhancing engagement through social features on its website The site is designed to help consumers understand the natural characteristics of its health-focused products, ensuring peace of mind in their usage To further support customers, TH True Juice provides instructional videos on effective product use and dietary advice, along with access to expert consultations for any inquiries This comprehensive approach reinforces the brand's commitment to promoting health and wellness.
3.5.2 For sellers: TH True Juice marketing strategy to support sellers
• TH True Juice offers preferential policies for sellers (wholesale and retail)
TH True Juice offers exclusive short courses designed for its distributors, focusing on essential skills such as sales techniques, product knowledge, and customer psychology These courses aim to enhance the marketing capabilities of distributors, ensuring they are well-equipped to promote TH True Juice products effectively Upon becoming a distributor, individuals receive access codes to the courses available on the TH True Juice website, where they can learn from a team of experienced business and marketing experts.
- Connecting sellers: TH True Juice will create dedicated communities for distributors (Wholesale and retail) so they can exchange about how to sell…
TH True Juice prioritizes its major partners by enhancing their marketing strategy The company focuses on strengthening relationships with businesses, retailers, and sellers, providing them with increased opportunities within their online shopping value chain.
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Processes
TH True Juice operates through a network of bottling partners and an extensive distribution system, which supports its business model These bottling partners are responsible for manufacturing the final products that are sold across Vietnam The company expertly combines natural ingredients and sweeteners to prepare, package, and distribute its beverages TH True Juice's core activities encompass the preparation, bottling, sales, and distribution of its finished products, all of which are managed or controlled by the company.
Physical evidence
TH True Juice operates extensively across Vietnam, with a comprehensive physical infrastructure that includes concentrate manufacturing facilities, headquarters, and regional offices Daily, there is substantial physical evidence of the brand's presence, from TH True Juice bottles and promotional materials to merchandise in retail stores The brand's logo prominently features on packaging and advertisements, ensuring visibility in urban areas In major cities, such as malls and shops, TH True Juice is easily recognizable, with both large outdoor advertisements and small beverage bottles readily available, reinforcing its strong market presence.
ACTION PROGRAM
Main action Join hands TET Holiday World Health Accompany with the Day customers and country to sellers fight the epidemic
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The introduction of the new True Juice brand aims to strengthen brand identity and build a network that connects customers and sellers By focusing on customer health, the brand seeks to engage more users within the community and promote products that resonate with their needs and preferences.
_ Increase Gratitude -Calling the -Reach resistance for community for 2.000.000 people caring health customers. everywhere -Reaching -Reach 5000
Protecting and promoting health is essential for everyone, and TH True JUICE embodies this commitment by offering natural products By choosing TH True JUICE, you contribute to the well-being of yourself and those around you, ensuring a healthier lifestyle rooted in nature.
Responsible Marketing Marketing Marketing Marketing
Resource Resource Depart Resource Depart Resource Depart
Depart ment ment ment ment
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4.1 Join hands with the country to fight the epidemic
4.1.1 Donating 45,000 nutritional gifts to people in difficulty and affected by the epidemic.
- Channel: Supermarkets, Mini Marts, Agents
4.2.1 Organize a loyalty program for loyal customers
- Gift: 1 set of desk calendars + voucher 500.000 VND
- Program Name: Tet uong TH - Ca nha cung Jui (JUICE)
- Program rules: During the promotion period, customers who buy any product of TH true JUICE milk line will have a chance to win.
The winning code attached to each product.
No Award Including Valuable prize Quantit Total rank y
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1 The Iphone 13 Pro 50.000.000 3 150.000.000 first Max 1TB prize
2 The voucher 500k 500.000 VND 20 10.000.000 second prize
3 The a bottle of TH 12.500 VND - 10.000 145.500.000 third true JUICE 23.000 VND prize
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4 Consol Phone Card 10.000 VND 1.00010.000.000 ation VND prizes
Resource: https://www.thmilk.vn/san-pham/
- Channel: VTV1, VTV3, HTV1, HTV2, HTV7 , SCTV,
- Duration of each ad: 30 seconds, 15 seconds.
4.3 Guidelines for the World Health Day program (April 7, 2021)
● World Health Day promotion - Be healthy with TH True Juice Time: April 1,
Get 1 pack of TH True Juices per customer when you buy 1 box of any TH product.
Free 01 voucher for medical examination (300.000 VND per customer) at Viet Duc hospital with orders over 1.000.000 VND.
● Run ads for the program
Run TVC ads for 30 seconds In which 20s talk about the product, 10s introduce the program.
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From April 1, 2022 to April 14, 2022: Advertise twice a day at the following time frames:
+12AM-13PM (From Monday to Friday: 40.000.000 VND/day, Saturday:
70,000,000 VND/day, Sunday: 80.000.000 VND/day)
+19:55 PM (after sport news 24/7): 100.000.000 VND/day
● Expert advice on the product's nutrition is provided on TH's website Time:
Channel: TH True Juice website
Upload 5 videos on the following topics:
Exercises to relax mental health
TH True Juice - completely from nature
● Build a community of 500,000 customers Time: January 1, 2022-December 31,
Target: reach 1.000.000 customers (target customers and potential customers)
Key message: TH True Juice - accompanies everyone.
Organize TH True Juice Livestream, TH True Juice Games and TH True Juice Live Chat on Facebook group platform.
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Combining inviting KOLs and nutritionists to livestream to chat, interact and answer customers' questions every month.
Organize monthly minigames (for 12 months)
Gifts: 1200 bottles of TH True Juice : 25.000.000 VND
Encourage customers to post pictures and stories related to using TH True Juice: mix with other foods or drinks, interesting stories that happen when using TH True Juice.
● Experience trying TH True Juice products
Customers will be able to directly experience the trial of TH True Juice products and take souvenir photos.
Place: Ha Noi, Da Nang, Ho Chi Minh City
● Build a community of 5000 sellers on Facebook.
A channel for sellers to exchange product knowledge, sales experience and company inquiries.
Invite experts to organize knowledge and product lectures for sellers.
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Time: 1 session per quarter (January 1, 2022 - December 30, 2022)
CONTROL
In order to closely monitor brand elements, brand image, financial management, and maintaining popularity, TH TRUE JUICE intends to implement strict control measures in the near future.
The company is committed to promptly addressing any issues that may arise, including limitations in meeting customer demands due to market constraints, enhancing the efficiency of application improvements, and expanding the driver network to better serve users.
Plan B (in case of emergency):
Confronted with market volatility, contingency plans are also put in place to deal with rapid changes, such as: rapidly changing user trends; competing with current and potential competitors;
If effective communication fails to engage customers during the "TH TRUE JUICE" campaign—evidenced by low interaction, limited access, and infrequent app usage—the campaign will be discontinued To enhance effectiveness, it is crucial to assess integrated communication tools and choose the most suitable media channels Promoting the campaign on social media platforms like television, Facebook, and TikTok, along with offering incentives such as vouchers and free shipping codes, can significantly boost engagement and efficiency.
As a case study, TH's "rechargeable battery" beverage isn't effectively conveying the benefits of living a full life from it to its customers.
To address this issue, it's essential to reassess customer preferences regarding fruit drinks, understanding their likes and concerns about the product content Emphasizing safe ingredients that adhere to nutritional standards is crucial, ensuring that health and wellness align with international guidelines.
Case in point: The TH True JUICE ad formats, which were deployed by the company in the form of multi-channels, have failed to produce the desired results.
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To maximize advertising effectiveness, it's essential to measure the performance of various channels and allocate more resources to the most successful ones Additionally, re-evaluating the target audience and identifying the most suitable social media platforms for engagement can enhance campaign impact Consistently running advertisements will further strengthen brand visibility and reach.
Many supermarkets and retail grocery stores run "accumulate points on purchases" campaigns to incentivize customer loyalty However, the registration for TH's membership card remains low, indicating a need for improved strategies to engage more customers in the points system.
To boost TH membership, it is essential to encourage sales staff to actively promote the benefits of joining TH to enthusiastic customers Additionally, creating attractive incentives for the TH TRUE JUICE line and highlighting these offers, along with the Accumulation campaign, on social media will further engage potential members By implementing these strategies, we can significantly increase the number of TH members.
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CONCLUSION
For over a decade, TH has established itself as a pioneering enterprise in the realm of clean fresh milk and nut milk, leading the revolution in organic food Today, TH remains at the forefront of innovation, reaffirming its commitment as a trailblazer in the healthy drinks sector.
TH True Juice is made from 100% natural fruit, free from preservatives, chemical additives, and added sugars, ensuring a pure and nutritious product The brand carefully selects fruits from renowned agricultural regions, including gac and bananas from Vietnam, green apples from Australia, guavas and strawberries from France, mangoes from India, and peaches from Europe TH True Juice's successful product strategies are aligned with market demands, effectively promoting healthy drinking options Significant investment in advertising and product launches enhances consumer awareness and trust in the brand By offering competitive alternatives to leading brands, TH True Juice not only provides consumers with diverse choices but also contributes to improving the overall health of the Vietnamese population.
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