A REPORT ON ANALYZING AND PROPOSING MARKETING STRATEGIES FOR PASTEURIZED FRESH MILK OF MOC CHAU MILK IN VIETNAM

IntroductionMoc Chau Milk MCM, or Moc Chau Dairy Cattle Breeding Joint Stock Company, is one of the most famous, largest and oldest domestic dairy brands in the North and Central regions

VIETNAM NATIONAL UNIVERSITY INTERNATIONAL SCHOOL

-0-0 -A REPORT ON -0-0 -AN -0-0 -ALYZING -0-0 -AND PROPOSING M -0-0 -ARKETING STR -0-0 -ATEGIES FOR PASTEURIZED FRESH MILK OF MOC CHAU MILK IN VIETNAM

Lecturer: Assoc Prof Pham Thi Lien

Hanoi, June 2022

TABLE OF CONTENTS

CHAPTER 1: EXECUTIVE SUMMARY

1 Overview of this marketing plan

2 The reason we selected moc chau milk for our research

CHAPTER 2: COMPANY’S OVERVIEW

2.1 Introduction

2.2 Business Model Canvas

CHAPTER 3: CURRENT MARKETING SITUATION

3.1 Marketing Environment

3.2 Competitive Situations

3.3 Current STP Analysis

3.4 Current Marketing Mix (4P)

CHAPTER 4: SWOT ANALYSIS OF MOC CHAU MILK

4.1 Strengths

4.2 Weaknesses

4.3 Opportunities

4.4 Threats

CHAPTER 5: OBJECTIVES AND ISSUES

5.1 Common goals in one next year (from 6/2022 to 6/2023)

5.2 Ideas for marketing strategies for Moc Chau Milk pasteurized fresh milk products 28 CHAPTER 6: MARKETING STRATEGIES IN NEAR FUTURE FOR PASTEURIZED FRESH MILK OF MOC CHAU MILK

6.1 STP Analysis

6.2 Marketing Mix (4P)

CHAPTER 7: ACTION PROGRAMS AND BUDGET

CHAPTER 8: CONTROLS

CHAPTER 9: CONCLUSION

REFERENCES

WORK BREAK DOWN STRUCTURE

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CHAPTER 1: EXECUTIVE SUMMARY 1 Overview of this marketing plan

We will describe a 1-year marketing plan for Moc Chau Milk pasteurized fresh milk from1/6/2022 to 1/6/2023 In order, we referred to the current information and data which is in 2021

This report is divided into 9 CHAPTERS

For these chapters, we will show the following report will analyze the current marketingsituation in the macro environment, market strategy, marketing mix, and SWOT of Moc Chau

Milk, specifically in the current Vietnamese market This report also will cover new marketing

strategies and new objectives for the pasteurized fresh milk products In addition, its major action

programs and budgets are also recommended to advertise products and promote sales, revenue,

and profits by 2022

2 The reason we selected moc chau milk for our research

We have two main reasons to select Moc Chau Milk for our research The first reason is

we think it’s better to propagate ordinary Vietnamese milk rather than international milk The

second reason is that Moc Chau Milk’s quality is maintained by the company’s efforts and by

some high institutions What we discovered recently is that Vietnamese people tend to prefer to

drink imported milk from overseas because people think Vietnamese milk is not well maintained

Although, it’s different from Moc Chau Milk’s case It’s already being pasteurized as a beverage

CHAPTER 2: COMPANY’S OVERVIEW 2.1 Introduction

Moc Chau Milk (MCM), or Moc Chau Dairy Cattle Breeding Joint Stock Company, is one

of the most famous, largest and oldest domestic dairy brands in the North and Central regions of

Vietnam, as well as one of subsidiaries which is indirectly owned by Vinamilk through

GTNFoods Joint Stock Company (Moc Chau Milk’s Annual Report, 2019) The Company

supplies, processes and manufactures a wide range of dairy products, primarily milk and yogurt

Moc Chau Milk, formerly known as Moc Chau Military Farm, was established on 8thJanuary, 1958 with the task of raising dairy cows, providing dairy cow breeds, manufacturing

and processing dairy products, and producing livestock feed It is also the first unit which

initiates an animal husbandry and dairy producing industry in Vietnam The Company currently

operates 02 pasteurization and sterilization factories that produce and package high-quality,

nutrient-dense dairy products using imported modern processing equipment from Tetra Pak

(Sweden) and completely sterile automatic packaging technology from Korea Taking advantage

of the Moc Chau plateau's perfect climate and soil, Moc Chau Milk owns more than 27,138 dairy

cows from over 600 dairy farming households and 03 dairy breed centers To ensure the quality

of raw milk materials, all dairy farms must commit to fully meeting 73 strict criteria of the

VietGAP1 process on dairy cattle raising, ranging from food and water management to livestock

sanitation Before being purchased at the 21 milk collection places throughout the livestock area,

all milk expressed from cows will be preliminarily tested and checked by Moc Chau Milk’s

expertise team based on 10 quality criteria The purchased milk will be refrigerated and

VietGAP: Vietnamese Good Agricultural Practices.

transported immediately to factories, where it will be manufactured and packaged before being

delivered to consumers across the country

Product portfolio of this dairy brand is fairly diverse, including fresh milk products,products made from milk Not only does the Vinamilk brand offer various products ranging from

core dairy products like liquid milk (both UHT and pasteurized fresh milk) to value-added dairy

products like drinking and spoon yogurt, milk cakes, pure butter, cheese and milk scum, but it

also caters to the different needs of children, as well as other uses such as bartending, baking and

making desserts Moc Chau Milk’s products must all go through a rigorous quality management

process based on ISO2 and HACCP3 international standards to ensure that they fulfill

international quality requirements for food safety and hygiene, thereby meeting almost all

nutritional needs of consumers which are increasing day by day

The Vietnamese dairy market is usually a competitive industry, drawing a lot of interestand investment from enterprises Moc Chau Milk presently holds roughly more than 2% of the

country’s milk market share and 23% of the milk market share in the North market after

Vinamilk and TH True Milk, according to the Company’s Annual Report 2021 Although these

numbers are a modest amount in comparison to other domestic and foreign dairy brands in the

Vietnamese market, the Company nevertheless has a significant presence in the Vietnamese

dairy sector, with over 60,000 retail stores In the context of worldwide socio-economic

instability and struggles due to detrimental impacts of the Covid-19 pandemic, the supply chain

crisis has caused serious damage to many businesses around the world, including Vietnam

Domestic demand for dairy products, on the other hand, is less impacted because milk is an

essential product, and people's demand remains to increase for more fresh milk and yogurt

during epidemics As a result, some fortunate dairy businesses have been able to maintain

positive revenue and profit levels Moc Chau Milk has put a lot of effort into developing the

revenue growth over the last 02 years Unlike 2020, net revenue increased by 3.6% to VND

2,926 billion, and profit after tax increased by 13.7% to VND 319.1 billion in 2021 Mrs Mai

Kieu Lien, Chairwoman of the Board of Directors of Moc Chau Milk, stated that the Company

has been promoting the core strengths of the sustainable and self-contained agricultural value

chain, developing high-tech dairy cow breeding projects, investing in a modern milk processing

factory, and increasing the quality of raw milk materials in order to bring healthy products and

increase resistance to improve the quality of life of Vietnamese families Moc Chau Milk has

also been working on enhancing the distribution and sales system, being flexible in coordinating

production plans, ensuring the supply of commodities, and focusing on implementing both

short-term and long-short-term investment and development initiatives

Vision, Mission and Values

2 ISO: International Organization for Standardization.

HACCP: Hazard Analysis and Critical Control Point System.

“Green grassland - Fresh cool milk”4, the Company is contributing to boost the quality of life of

people, particularly children, both physically and emotionally.”

3 Core values

Connection - “Moc Chau Milk is proud to be a company that has a solid relationship

with farmers, creating the highest value for their products.”

Innovation - “Constantly learning and embracing the quintessence of technology in order

to retain the full delicious taste and nutritious quality in each product.”

Trust - “Moc Chau Milk thrives on the trust of its entire workforce, consumers'

confidence in the product's quality, and its partners' and shareholders' deep faith and

seriousness for the Company.”

Responsibility - “Moc Chau Milk recognizes that success can only be achieved by always

attempting to add value to the lives of consumers while also acting responsibly toward the

environment and society as a whole.”

In gist, through 64 years of establishment and development, Moc Chau Milk hasconfronted challenges and overcome limits to continuously transform, evolve and thrive When

the vision, purpose, and core values all come together at the intersection point, it can be

concluded that this Company is not only steadily affirming the position of the Vietnamese dairy

brand in the domestic market but also strengthening its competitiveness when reaching out to the

global market Along with that, Moc Chau Milk increasingly demonstrates positive imprints in

bringing values to the community, in the direction of a better and more sustainable development

Email: mocchaumilk@mcmilk.com.vnWebsite: www.mcmilk.com.vn

- Schools, canteens & bakeries

- Pure fresh milk

- General trade: distributors, wholesalers and retailers

- Modern trade: supermarkets and convenience stores

Channels

- Online stores: Shopee, Lazada, Tiki, etc

- “Cửa hàng sữa tươi Mộc Châu Milk” showroom system

Customer

- Customer service staff communicate with customers through

mobile phones, social media, etc.

- They listen to all its customers' suggestions and complaintspatiently

Relationships

- They support to exchange and return products

- Moc Chau Milk conducts a number of programs/funds to assistunderprivileged youngsters all around the country

- Sales of finished and merchandise goods

- Sales that are related to parties/stakeholders

Revenue Streams

- Other services

- Other revenues

- Raw materials developments (dairy farms, farmers, cows & milk)

- Distributors & retailers

Key Resources - R&D expertise

- Financial resources (shareholders & investors)

- Factories

Key Activities

- Process, manufacture, distribute and retail dairy products

- Raise cattle and cultivation

- Develop new products to innovate and diversify product types

- Build farm systems integrated with advanced technologies and

- Expand market and increase revenue and profit

- Promote R&D activities, develop organic foods and apply advancedbiological technologies

- Advertise and brand products

- Farmers & dairy farms

- Vets

- Distributors & retailers

Key Partners - Foreign partners who support the activities of exporting and

importing

- Associations & NGOs

- European suppliers for advanced machinery & equipment system

- Government

Cost Structure

- Employee salaries

- Provision for severance allowance

- Raw materials costs

- Machinery & equipment costs

- Manufacturing & packaging costs

- Warehousing & transportation costs

- Utilities costs (electricity, water, heating, etc.)

CHAPTER 3: CURRENT MARKETING SITUATION 3.1 Marketing Environment

3.1.1 Microenvironment

a Enterprise

Moc Chau Milk is currently chaired by Mrs Mai Kieu Lien as the Chairman of the Board

of Directors with many years of experience in the industry, so it can be seen that the building of

relationships and the ability to coordinate with departments is very good Since participating in

the governance of Vinamilk from the beginning of 2020, Moc Chau Milk has recorded

significant growth with significantly improved operational efficiency The Company has a board

of directors with many years of experience in the industry to help the Company grow and

develop

b Supplier

The supply of fresh milk materials: Moc Chau Milk has built a closed system of livestockfarms to supply its own milk processing factory Besides always accompanying farmers, Moc

Chau Milk has been associated with nearly 600 farmer households for many years, both

transferring modern breeding technology and establishing an insurance fund Milk prices,

livestock insurance, output for quality milk help farmers feel secure in production In addition,

the company also invested hundreds of billions of VND to build the first modern production

plant, breeding center, and the first modern TMR animal feed factory in Vietnam

Self-manufacturing of raw materials makes the company not have to worry about shortage of raw

materials and reduce the cost of importing raw materials

c Marketing intermediaries

The distribution intermediaries of Moc Chau Milk are distributors, wholesalers, retailers,organizations and businesses such as supermarkets, dairy agents, grocery stores, etc The

selection of intermediaries Marketing for a company is not an easy task Product distributors are

responsible for bringing products to consumers These intermediaries create favorable conditions

for consumers to access products by displaying Moc Chau Milk's products This will contribute

to promoting the image of Moc Chau Milk, creating convenience for the sale of products when

customers have a need to buy and use the product, contributing to increasing sales for Moc Chau

Milk Thanks to agents and retailers, the Company has reduced a huge cost compared to opening

its own sales showrooms

d General public

Moc Chau Milk's PR activities are mostly associated with social activities, communitydevelopment and programs associated with young children, typically with programs such as:

Miss Dairy, Moc Chau Milk: Accompanying the family in a new normal life with the slogan:

"Moc Chau Milk - Green grassland with cool Milk" In all communication activities in general

and advertising in particular, the message "The essence of nature is kept intact in every drop of

clean fresh milk" The main advertising activities of Moc Chau Milk must be mentioned such as:

Broadcasting TVC on TV channels VTV3, VTV1, VTV6, HTV7, SCTV2, with images of the

production process of clean fresh milk

e Customer

Talking about customers and distributors, the biggest problem is undoubtedly the price,they can compare products in the same industry to create price pressure on the manufacturer The

number of buyers will directly affect the revenue and brand of Moc Chau Milk The Company in

the eyes of customers is a clean milk product from nature, so it is very accessible to customers

who care about health

3.1.2 Macroenvironment

a. Vietnam Demographics 2021

As of December 31, 2021, the population of Vietnam is estimated at 98,564,407 people, anincrease of 830,246 people compared to the population of 97,757,118 people the previous year

In 2021, the natural population growth rate is positive because the number of births exceeds the

number of deaths by 912,801 people Due to migration the population decreased -82,555 people

The sex ratio in the total population of 0.997 (997 men per 1,000 women) is lower than the

global sex ratio The global sex ratio in the world in 2021 is about 1,017 males per 1,000

females Below are the key figures for Vietnam population in 2021:

1,545,374 babies born632,573 people diedNatural population growth: 912,801 peopleMigration: -82,555 people

49,208,169 men as of December 31, 202149,356,238 female as of December 31, 2021

Scale of Vietnam's liquid Milk market in the period 2014-2018

Liquid milk market excluding other dairy products such as yogurt, cheese, ice cream,butter, powdered milk, in 2018, revenue reached VND 48.9 trillion, with a stable growth rate of

10% CAGR is predicted to decrease but still close to 7% to reach 66 trillion in 2023 Due to

limited income sources and distribution conditions, dairy products are being skewed towards

urban populations in terms of sales as well like product variety Therefore, the rapidly growing

population size opens up a large market for Moc Chau Milk, creating opportunities to consume

products and increase sales The population in urban areas increases, leading to improved living

standards This also creates opportunities for dairy businesses in the market with great potential

and growing

Vietnam is considered as a country with the highest demand for milk in the world, withgood premises such as stable economic growth, annual GDP per capita increase of 6-8%,

population growth on average 1% However, domestic raw materials for milk production in

Vietnam are still low, only meeting about 20% of market demand Most companies producing

finished milk have to import raw milk And while the retail milk price in Vietnam is always at a

very high level compared to the region and the world, the price of raw milk from companies for

farmers is very low In fact, the dairy market in Vietnam has emerged 3 big companies,

accounting for 75% of the market share and they seem to have an advantage when negotiating

prices with farmers, as well as offering the desired selling price of finished milk Domestic raw

materials only meet 20% of market demand Meanwhile, Moc Chau has milk that can produce its

own ingredients, so there is no need to worry about material supply problems

c. Politics & Legal

The stable political situation of Vietnam is decisive in creating and implementing MocChau Milk's marketing strategies After the doi moi period, Vietnam officially normalized

relations with China in 1992 and with the United States in 1995 joining the ASEAN bloc in

1995, Vietnam has established diplomatic relations with 171 countries The most important

turning point was January 11, 2007 Vietnam officially became the 150th member of the WTO

The above events have had a significant impact on market expansion as well as attracting

investors, increasing revenue from which to launch marketing strategies of Moc Chau Milk

In Vietnam, consumers have the habit of using sweet products as well as canned products

or milk-related products The access of the source becomes easy through radio speakers,

newspapers, television, etc Therefore, marketing, advertising and distributing products to

customers becomes more convenient One of the characteristics of Vietnamese people's concept

is that they often use what they feel secure about prestige and quality, so they rarely change

Therefore, when Moc Chau Milk creates a brand of natural milk, it will be easily accepted by

consumers

e. Science and Technology

In order to achieve that success, Moc Chau Milk plays the role of a technical trainingcenter and transfers scientific technology to farmers, helping them access advanced science and

technology to apply in animal husbandry All nearly 600 households of Moc Chau Milk meet

VietGap standards, apply breeding technology to European standards with milking machines,

and feed the cows nutritional standards with TMR feed, American Alfalfa grass, fine food, fresh

grass, automatic waste treatment system that does not pollute the environment, etc In particular,

Moc Chau Milk has always maintained an insurance fund for livestock and milk price insurance

for many years, in order to best protect the interests of farmers so that they can confidently

Moc Chau Milk's raw milk source is obtained 27,138 dairy cows raised at 03 breeding centers and nearly 600 farms of farmers affiliated with the company 100% purebred Holstein Friesian cows originating from Cuba, Canada, USA, Australia, Israel, which bring the sweetest taste of milk.

With pasteurization technology at a temperature of 95 degrees Celsius in a short period oftime, fresh milk is pasteurized while keeping vitamins and important nutrients

Poured into high-grade preservation paper boxes by the multinational Evergreen Packaging, Korea, Moc Chau Milk pasteurized fresh milk can now be used for up to 15 days at a temperature of 4-6 degrees Celsius

f. Nature & environment

Vietnam's climate is tropical and monsoonal, which will create challenges for the dairyindustry Perishability, easy to deform of milk if not preserved and handled in time This

adversely affects the quality of the milk This sets forth a requirement for a specific strategy to

preserve milk and produce high quality products Besides, the nature of the climate also has

advantages, that is, the climate is very favorable for farming, creating a source of raw materials

for production This point can also create enough raw materials to meet the production This is an

opportunity as well as a challenge for Moc Chau Milk If Moc Chau Milk grasps and knows how

to overcome it, this is indeed a good thing This will help them reduce the cost but the quality of

milk remains unchanged

3.2 Competitive Situations

3.2.1 Competitor Analysis

There are 2 types of competitors, which are:

- Direct competitors: The industries that have been operating in the industry have a strong influence

on the business situation of Moc Chau Milk enterprises

- Potential competitors: Companies specializing in the production of substitute products such as:cereal flour, functional foods (IMC, DOMESCO, BIBICA, etc.) but the potential is not strong enough to competewith milk products

Moc Chau Milk company is currently facing relatively high and fierce competition fromdomestic and foreign milk brands such as Vinamilk, TH True Milk, Dalat Milk, Dutch Lady,

Nestlé, Abbott, Meiji The future dairy market will continue to expand and the level of

competition will increase

By type and product characteristics: There are many dairy brands in Vietnam's dairymarket, including both domestically produced and imported dairy products In which, Vinamilk

and Moc Chau accounted for 45%, Dutch Lady accounted for 24%, 22% were imported

powdered milk products such as Mead Johnson, Abbott, Nestlé, and the remaining 19% were

domestic brands such as Hanoimilk, TH True Milk, Nutifood

Below is the competitor analysis table of Moc Chau Milk We are divided into 3 groups:

Vinamilk (big competitor), domestic dairy companies, and foreign dairy companies

- The strongest, most long- - Lack of self-control instanding and reputable brand.

supply of raw materials

- Understand people's - Products are not diversified

companies (TH True - Modern production experience, not yet

self-Milk, Dutch Lady, Ba technology, high product sufficient in raw materials

- Strong brand, big brand - Not understanding the

- Good product quality

- Professional, highly skilled

- All products must be imported

workers

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According to Mintel Group, the domestic dairy market is estimated at $4.4 billion and isbeing driven by three main trends: Brand credibility, Brand credibility, Healthy taste and

Diversification seeking

These trends show that more and more consumers are concerned about food health andsafety 89% of Vietnamese consumers are willing to pay higher prices for quality food, according

to Nielsen Up to 88% of consumers carefully read the information on the packaging of dairy

products before buying, and 80% are concerned about the long-term impact of "artificial"

ingredients in milk

Understanding consumer psychology is the basis for Moc Chau Milk to continuouslylaunch a series of new products All are made entirely from pure fresh milk with natural

delicious taste, no preservatives are used From 2018 to now, Moc Chau Milk has launched many

new products to the market such as: Pasteurized Banana Flavored Milk, Guava Drink Yogurt,

Taro Yogurt and Pasteurized Low-Sugar Milk

Thanks to the right long-term vision, Moc Chau Milk currently holds about 10% of themarket share in the dairy market For the Northern region alone, this rate is 35% In addition,

Moc Chau Milk Company is one of three selected units to export fresh milk to the Chinese

market, along with a plan to enter the southern market in 2019, bringing fresh milk from the

prairies green closer to Southern consumers

3.3 Current STP Analysis

3.3.1 Segmentation

The market segment of Moc Chau Milk is divided into 4 age groups: 0-6 months old, 6-12months old, 1-3 years old and over 3 years old There are specific types of milk for each

audience such as: people with special nutrition, pregnant women, people who use diseases,

people with diabetes The division of these objects is based on segmenting the market according

to the behavior, reasons and usage needs of the customer groups

3.3.2 Target Market

Moc Chau Milk always brings the best quality, nutritious and delicious products for thehealth of consumers Most of Moc Chau Milk's products are suitable for all ages Strong product

lines for children and teenagers because this age group has a great demand for milk and

consumption of dairy products is the largest Moc Chau Milk divides the target market into 2

main customer groups:

Age: 0-6 months old, 6-12 months old, 1-3 years old and over 3 years old

Occupation: All professions can be purchased and used.

Lifestyle: As consumers, who have the need to buy and use pasteurized milk products

Economy: Anyone can afford to buy Moc Chau pasteurized milk products

This is a group of customers with relatively high demand for products (good productquality, high nutritional value, reasonable price, etc.), they will be loyal customers if pasteurized

milk Moc Chau Milk can meet their needs

This group is the distributors, wholesale and retail agents, shops, supermarkets, wishingand willing to distribute Moc Chau pasteurized milk products This is the group that has

requirements for discounts, sales bonuses, and timely and timely fulfillment of orders related to

product distribution

3.3.3 Positioning

In the 1980s, when Vietnam's dairy industry at that time was almost entirely dependent onimported raw materials, Moc Chau Milk cooperated with farmers to develop a herd of several

thousand cows With the longest experience in “raising cows - making milk” in the country, Moc

Chau Milk's products are distinguished by their ingredients entirely from pure fresh milk and

high natural nutritional content Each year, Moc Chau Milk supplies to the market more than

100,000 tons of fresh milk “clean from meadow to table”, serving consumers across the country.

For pasteurized milk products, the preservation requirement is that the milk must be usedwithin 2-3 days after opening the box, thus ensuring the milk quality as well as the taste of the

product In 2-3 days, not every customer can use up 1 box of 900ml, so Moc Chau Milk's launch

of a pasteurized milk product with a capacity of 250ml is a great competitive advantage

compared to other pasteurized milk manufacturers This carton pasteurized milk product will

attract customers with low demand for milk during the day

3.4 Current Marketing Mix (4P)

- Do not use genetically modified varieties.

- Many nutrients are preserved, especially antioxidants

- Rigorous process b Stages of the product

Introduction stage: Faced with many difficulties because it is the first enterprise dealing in

pasteurized milk, when introducing products, consumers are not aware of pasteurized milk and

pasteurized milk, making the product introduction not attract much attention After several times

of reinforcing consumer awareness, the product was well received Moc Chau Milk has built a

brand of pasteurized milk that is beneficial for health and nutritious

Development stage: There are many more competitors, but Moc Chau Milk still develops

and maintains its position because of the image of clean milk and the leader in the field of

pasteurized milk with consumers

Maturity Stage: Revenue continues to grow but more slowly Once the product has been

perfected, the enterprise is trying to develop strategies so that dairy products in general and

pasteurized milk in particular can capture market share in our country's dairy product industry

3.2.2 Price

a Cost-based pricing

The price of all finished products has to include the cost of using technologies and theproduction line For example:

- Scientific and technological factors not only ensure product development but also create

advantages for enterprise development

- Application of many advanced technologies

- Meeting the demand for food quality and safety

- Selling expenses account for the second largest proportion of milk prices

- Demand for products has grown steadily

- The tendency of Vietnamese consumers to choose the most expensive products possible also contributes to the increase in product prices

- Must learn, analyze carefully about customers, product goals and customer acceptability

20

- Be careful about increasing product costs.

- Cut, optimize costs, restructure brands, control retail points well

- Quickly capture consumer feedback, respond to market needs quickly and best

- Policy of keeping the same price but the quality must be higher

e Pursuing basic goals

The Company currently sells its products through two main distribution channels:

- Morden channel: showrooms, supermarkets or convenience stores

- General channel: through intermediaries such as distributors, wholesalers, retailers

This retail system, which also involves other promotional activities, allows customers toeasily access Moc Chau dairy goods whenever they have a need