(TIỂU LUẬN) MARKETING MANAGEMENT FINAL EXAMINATION REPORT MARKETING MIX PLAN FOR TH TRUEMILK COFFEE BEAN

MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING ---MARKETING MANAGEMENT FINAL EXAMINAT MARKETING MANAGEMENT FINAL EXAMINATION REPORT ION REPORT MARKETING MIX PLAN FOR TH TRU MARKET

MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING

-MARKETING MANAGEMENT FINAL EXAMINAT

MARKETING MANAGEMENT FINAL EXAMINATION REPORT ION REPORT MARKETING MIX PLAN FOR TH TRU

MARKETING MIX PLAN FOR TH TRUE E EMILK COFFEE BEAN MILK COFFEE BEAN

MAJOR : MARKETING SUBJECT: MARKETING MANAGEM

SUBJECT: MARKETING MANAGEMENT ENT

Professor : NGO MINH TRANG

Ho Chi Minh City, 2021

MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING

-MARKETING MANAGEMENT FINAL EXAMINAT

MARKETING MANAGEMENT FINAL EXAMINATION REPORT ION REPORT MARKETING MIX PLAN FOR TH TRU

MARKETING MIX PLAN FOR TH TRUE E EMILK COFFEE BEAN MILK COFFEE BEAN

MAJOR : MARKETING SUBJECT: MARKETING MANAGEM

SUBJECT: MARKETING MANAGEMENT ENT

Professor : NGO MINH TRANG

TABLE OF CONTENTS1.0 Executive Summary

1.0 Executive Summary 1 2.0 Situation Analysis

2.0 Situation Analysis 1 2.1 Market Summary

2.1 Market Summary 1 2.2.SWOT of TH True Milk

2.2.SWOT of TH True Milk 2 2.2.1 Strengths

2.2.1 Strengths 2 2.2.2 Weakness

2.2.2 Weakness 3 2.2.3.Opportunities

2.2.3.Opportunities 3 2.2.4 Threats

2.2.4 Threats 4 2.3 Competition

2.3 Competition 4 3.0 STP strategy

3.0 STP strategy 6 3.1 Market segmentation

3.1 Market segmentation 6 3.2 Market targeting ( Concentrated marke

3.2 Market targeting ( Concentrated marketing ) ting ) ting ) 6 3.3 Market positioning

3.3 Market positioning 7 3.4 Strategies

3.4 Strategies 7 3.4.1 Product

3.4.1 Product 7 3.4.2 Pricing

3.4.2 Pricing 9 3.4.3.Distribution

3.4.3.Distribution 10 3.4.4 Promotion:

3.4.4 Promotion: 10 3.5 Marketing Mix

3.5 Marketing Mix 11 4.0 Financials

4.0 Financials 13 5.0 Controls

5.0 Controls 17 5.1 Implementation

5.1 Implementation 17 5.2 Marketing Organization

5.2 Marketing Organization 17 List of references & Originality

List of references & Originality 19

TABLE OF FIGURES

Figures 3.5: Action Plan Table Figures 3.5: Action Plan Table 1313Figures 4.1: Sale Forecast

Figures 4.1: Sale Forecast 1515Figures 4.2: Operation Process

Figures 4.2: Operation Process 16 16Figures 4.3: Expense Forecast Milestones

Figures 4.3: Expense Forecast Milestones 1717Figures 4.4: Expense Budget in 2022

Figures 4.4: Expense Budget in 2022 1818Figures 5.1: Control plan according to AIDA model Figures 5.1: Control plan according to AIDA model 1919

1.0 Executive Summary

Briefing on marketing plan the following tasks and tasks must be established by thecompany : Establish company objectives from 2021 to 2022 Examine internal andexternal environmental factors to determine the company's opportunities, challenges,strengths, and weaknesses The company's 2022 marketing objectives The business'smarketing strategy Planned and carried out Assess marketing outcomes Thecompetitive situation

The purpose and structure of the assignment: Making use of farm-grown naturalmaterials Using cutting-edge processing and packaging technology Using a secure andrigorous distribution procedure to ensure product quality reaches consumers Launching anew range of milk produced from fresh milk in a variety of flavors Diversifying itsproduct ranges, with the most common point being that they are made entirely of freshmilk and natural additives

Vision:

Mission:

- Objectives for the first year

the TH Truemilk Coffee Bean

for consumers' health

- Become a manufacturer of clean food derived from nature with internationalstandards right here in Vietnam

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2.0 Situation Analysis

2.1 Market Summary

- Overview of customers' needs and tastes for liquid milk in Vietnam

Despite the fact that many other businesses were hit by the global economic crisisand recession, Vietnam's dairy processing industry continued to grow at a rapid pace

According to theVietnam Dairy Association, fresh milk output is expected to reach 1,702,4 million liters

in 2020, up 1% from the previous year

Although consumption isincreasing, it is still at a low rate, with growth ranging from 2.1 to 3.9 percent over theprevious year Dairy products are a fast-moving consumer good (FMCG) (accounting for

13 percent of total FMCG consumption)

With substantial commercial investment, Vietnam's milk export turnover isexpected to reach $300 million by 2020, primarily in the form of yogurt and liquid milk

to the Middle East, Philippines,…

- Companies competing in the liquid dairy industry in Vietnam

Aside from fresh milk, the Vietnamese market for dairy products is currently fairlydiverse in terms of brands and types Liquid milk products, powdered milk, condensedmilk, butter, cheese, and whey are just a few examples According to FiinGroup,Vietnam's dairy market would increase rapidly in the future years as a result of populationgrowth and health-related efforts, as well as consumers becoming more health-consciousthrough the consumption of dairy products Minister of Agriculture and RuralDevelopment Nguyen Xuan Cuong further stated that, despite being a relativelyunderdeveloped business, Vietnam's dairy industry has expanded by more than 10% onaverage, owing to a high rate of cow growth Vietnam's total dairy herd currently stands

at 290,000 heads, with an annual yield of 1 million tons Minister Cuong claims that,despite severe competition, Vietnam's dairy business remains attractive due to a number

of positive aspects If you want to speed up the completion of linking chains and theimplementation of new technologies

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2.2.SWOT of TH True Milk

2.2.1 Strengths

The dairy market is one of the most competitive markets in Vietnam with manyfamous domestic and imported brands such as Vinamilk, Nestle, Dutch Lady,… Despiteparticipating in such a competitive market, TH True Milk still won certain successes The30% market share figure is proof of TH True Milk's efforts In addition, this brandsuccessfully rose to the representative position thanks to the company's well-investedplatform, including:

 Stable capital from Bac A Commercial Joint Stock Bank

 The largest and most advanced factory and farm in Southeast Asia

TH True Milk has a very environmentally and socially friendly organizational culture.This strength contributes to improving the development within the company as well as thebrand image in front of the public

 Protecting public health through clean milk

2.2.3.Opportunities

One of TH True Milk's biggest opportunities lies in its focus on consumer health inrecent years Following that trend, one of True Milk's extremely popular products is thebrand's line of organic dairy products

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Organic milk is expected to grow 200% in global sales by 2025 And in Vietnam,the majority of organic dairy products are still imported from overseas branch organicfarms So, there is a potential demand for organic milk market in Vietnam and TH TrueMilk is pushing strategically into this emerging market and has made many importantstrides.

2.2.4 Threats

As mentioned above, the competition in Vietnam's dairy market is one of thechallenging factors in the future of TH True Milk In particular, any brand's product oridea can be imitated and sold at a cheaper price For example, TH True Milk has longbeen known as the leading organic milk producer in Vietnam since its inception.However, the company faced competition from Vinamilk, a huge dairy brand in theVietnamese market, when it also launched organic dairy products

2.3 Competition

DUTCH LADY

Dutch lady was brought to Vietnam in 1924 Vietnam has a wide market throughoutthe country, and Dutch Lady split it by age, including all ages: children, teenagers, andadults Pasteurized milk, condensed milk, and other dairy products are included in marketsegmentation by dairy product

Because Dutch Lady caters to a wide range of demographics, they position "readyfor a vitality" for their liquid milk line and "with babies grow up" for their baby food line,asserting their product diversity for all ages and separating themselves from the IQmessage Many milk brands have chosen it

 Strengths and Weaknesses of the Dutch Lady

 High technical level

 Accounting for around 35% of the Vietnamese dairy sector • Constantlyimproving products, competitive prices • Wide distribution network, strongbrand position

milk, it will divide its energies between the two segments

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 Customers to target: Female: 15-35 years old, with a concentration between 25and 35 years old; they live in cities, have a lot of businesses or retailers, and arecompassionate women Family care is important.

VINAMILK

"Top 10 Vietnamese high-quality commodities," Vinamilk has reasserted its qualityand position in the Vietnamese and international dairy markets after more than 40 years

of construction and development

With a market share of 37 percent, it is Vietnam's largest dairy company, with 45 percent

of the liquid milk market, 85 percent of the condensed milk market, and 85 percent of theyogurt industry As a result, Vinamilk has the ability to decide the domestic selling price From 1995 to 2009, consumers voted Vinamilk as one of the "Top 10 High QualityVietnamese Goods."

 Vinamilk's strength and Weaknesses

popular dairy products: Ong Tho condensed milk, Sao, Dielac, Yogurt Vinamilk High-quality items at cheaper prices than imported products of the same sort, and

it has the biggest market share in Vietnam among suppliers of similar products.With prices that are appropriate for each area of the market The condensed milkproduct line "Ong Tho and the Star," in particular, is a low-cost option that meetsthe needs and preferences of the majority of Vietnamese people today

 Vast distribution network: Vinamilk now has a statewide distribution network that spans 64 provinces and includes more than 250 distributors and 135,000 points ofsale This extensive network enables Vinamilk to reach a huge number ofcustomers while also ensuring the introduction of new products and efficientmarketing techniques throughout the country

 Invest in modern, high-quality equipment and technology: All of Vinamilk's dairyplants have been outfitted with cutting-edge technology imported from Germany,Italy, and Switzerland Swiss to be used on the assembly line Vinamilk is the onlycompany in Vietnam with a spray drying technique created by Niro of Denmark,ensuring the highest quality dairy products

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 With a large corporation like Vinamilk, advertising, public relations, andmarketing programs are very methodical and professional, as well as highlyhumane, touching the hearts of users, such as the School milk program, theVietnam Tall Milk Fund, and the campaign "One million green trees in Vietnam."

With increased customer expectations and competition from international milkbrands imported from the United Kingdom, the United States, and the Netherlands,Vinamilk milk no longer has a monopolistic position in the dairy market According to asurvey, imported milk accounted for 65 percent of the Vietnamese market, Vinamilk for

16 percent, and Dutch Lady for 20 percent

In other provinces, the number of distributions is quite different, only ranging from

2 to 3 stores Due to the increasingly serious Covid situation, 2021 is also a difficult andchallenging year for this brand But after the Covid-19 pandemic, TH will focus ondeveloping branches in provinces and cities more to meet the needs of customers

 Ages: includes all ages (children, youth, middle-aged, seniors)

 Income: low income and middle income

 Occupation: children, students, office workers, etc

- Psychographic segmentation:

 Lifestyle: casual, fitness, healthy, etc

 Interest: sweets, experiences, natural products, etc

 Personality: sociable, cheerful, peaceful, etc

- Behavioral segmentation :

 Reason for purchase: buy for themself or their family, buy for friends…

 Benefits sought: like healthy desserts, variety of flavors, good service system,

 Loyalty level: strong

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 Usage status: little use

3.2 Market targeting ( Concentrated marketing )

The domestic market is the distributors, wholesalers, retail stores, supermarkets(Vinmart, COOP mart, Tmart, ) who want and are willing to distribute the company'sproducts This is a group that has requirements for sales bonus discounts, orders onschedule

TH True milk not only expands the Vietnamese market but also expands itsproduction scale and aims to reach customers around the world

3.3 Market positioning

TH True Milk's competitors include: Vinamilk, BV Milk, Love Farm- Vietnamesefarm fresh milk, Nestle

 Products are processed cleanly and pure from TH farm

 Delicious milk flavor, sweet and natural

 Simple, easy-to-see packaging design, bringing a feeling of freshness toconsumers

have a characteristic aroma and very smooth taste, bringing full taste and pleasantexperience.In addition, TH Truemilk Been also says "No" completely with syntheticadditives or preservatives - chemicals that are harmful to health but very common.

Each TH Truemilk Coffee Been product delivered to customers is a wholeproduction process on a closed modern line imported from Europe, strictly from theselection of raw materials, to the process of pasteurization and assimilation, creaming,cooling, extracting, freezing and packing, always stored at the standard temperature, toensure the most complete consistency in shape, taste, and quality

 Value proposed:

The core value is still to ensure the health and safety of customers when using theproduct One of the customers that TH targets are children, because the immune system isstill weak, TH is always committed to fresh, pure, natural products that are good forhealth

 Branding:

The birth and spectacular development of fresh milk brand TH True Milk from theend of 2010 until now has created a phenomenon in the dairy industry in Vietnam Thesecret of this brand is "TH's True Story" It is a source of completely fresh and clean dairymaterials from TH Dairy Farm in Nghia Dan, Nghe An, applying the world's mostmodern technology in breeding and production; create real, high-quality products with amethodical investment strategy Thanks to these factors, the identity of TH True Milk hasgone deep into the minds of Vietnamese consumers Not stopping there, TH alsocontinues to produce other products made from pure fresh milk, including the THTruemilk Coffee Been product line, which is loved by many customers and has goodreviews for product quality TH wants to prove to consumers that not only fresh milkmade from pure, but other product lines TH still ensures the conditions "completely fromnature" Since then, the brand has formed in the minds of customers as a brand with thecleanest fresh milk source in Vietnam and a brand with many product lines made frompure fresh milk

 Packing:

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