The subject that i chose is vinamilk’s company vietnam dairy farm merchandise jsc (vinamilk) may be a vietnam

It's concerned in the manufacturing, marketing, wholesale mercantilism and retail distribution of dairy products, cherished milk of varied forms and flavors, as well as fluid milk, milk

MARKETING PLAN

TABLE OF CONTENTS

I/INTRODUCTION 2

1.Purpose of our assignment 2

2.About company 2

3.Vision 3

4.Mission 3

5.Target customer 3

6.Target market 3

7.Oganizational chart 4

II/SITUATION ANALYSIS OF VINAMILK 4

1.Company SWOT – Product – Service Analysis 4

2.Competitive Analysis 7

3 Customer Analysis 8

III/ MARKETING ANALYSIS 8

1 Market and target customer 8

2.Competitive advantage 16

3 Marketing objectives ……… 17

4.Overall marketing strategy 18

IV/RECOMMENDATION 22

V/ REFERENCE LIST 23

1 PURPOSE OF OUR ASSIGNMENT

The subject that I chose is Vinamilk’s company - Vietnam dairy farm merchandise JSC (Vinamilk) may be a Vietnam- primarily based company engaged within the food process industry, specifically, the dairyindustry It's concerned in the manufacturing, marketing, wholesale mercantilism and retail distribution of dairy products, cherished milk of varied forms and flavors, as well as fluid milk, milk powder and sweet condensed milk, alongside yogurt, frozen yogurt, ice cream, cheese and baby nutrition flour The corporationadditionally provides packaging and supplying services, beside technical support to farming and breeding processes To establish this strong company, Vinamilk has had management, operation play an important role

in organization structure, planning and decisions, business strategies, human resource management, and the challenges faced by Vinamilk

2 ABOUT VINAMILK COMPANY

Vietnam dairy farm merchandise JSC (Vinamilk) may be a Vietnam- primarily based company engaged within the food process industry, specifically, the dairy industry It's concerned in the

manufacturing, marketing, wholesale mercantilism and retail distribution of dairy products, cherished milk

of varied forms and flavors, as well as fluid milk, milk powder and sweet condensed milk, alongside yogurt, frozen yogurt, ice cream, cheese and baby nutrition flour different products embrace legume milk, rice milk, bottled coffee, sugar, bottled juice and other non-alcoholic beverages The corporation additionally provides packaging and supplying services, beside technical support to farming and breeding processes Vinamilk was established on August 20, 1976 on the basis of three dairy factories from the old regime: Thong Nhat Dairy Factory (formerly known as Foremost factory).Truong Tho Dairy Factory (formerly known as Cosuvina factory) Dielac Powdered Milk Factory (formerly known as Nestl攃Ā factory (Swiss)

3 VISION

“To become a world grade brand in the food and beverage industry, where people put all their trust in

nutrient and health products.” (About us - Vinamilk, 2021)

4 MISSION

“To deliver the valuable nutrition to the community with our respect, love and responsibility.” (About us - Vinamilk, 2021) With more than 43 years of establishment and development, with the bravery inrenewing the mechanism, anticipating the application of new technologies, breakthrough bravery, promoting the creativity and dynamism of the collective, Vinamilk has risen and become an economic bright spot during Vietnam's integration into the WTO Vinamilk has become one of the leading enterprises in Vietnam

in all aspects, greatly contributing to the development of the country and people of Vietnam

early future (Vinamilk, 2016)

traditional goods export model into types of deep cooperation with the distribution partners in new key

markets (Development strategy- Vinamilk,2021)

7 ORGANIZATIONAL CHART

Vinamilk's organizational chart is provided in an expert way and allocates departments in a

systematic and affordable way, specially decentralizing the duties of every member and branch within the company The organizational chart allows us function with inside the best way, supporting departments paintings carefully collectively to create a robust Vinamilk

II/SITUATION ANALYSIS OF VINAMILK

1 Company SWOT – Product – Service Analysis

S: Strengths

About the brand: Vinamilk is a strong brand with more than 40 years of construction and strong development Vinamilk has maintained its presence in the top 10 companies of the Top 50 in 2021 in Vietnam, the Top 50 leading dairy companies in the world and the number one dairy brand in Vietnam

About quality: Vinamilk is a large dairy and dairy product manufacturing and trading enterprise in Vietnam with a wide range of product lines being traded on the market such as: powdered milk, nutritional powder, fresh milk, and milk sour cream, condensed milk, ice cream, cheese Because it is a leading brand with many popular products, Vinamilk cannot do poorly in its production and quality control To prove this, Vinamilk has published all of its certificates on the internet and social networks so that users can trust and use their products with peace of mind

Distribution network: Vinamilk's distribution network stretches across Vietnam with more than 250 distributors and more than 135,000 sales points nationwide This large network helps Vinamilk capture a large number of customers and ensure the introduction of new products and effective marketing strategies across the country In addition, Vinamilk also spreads and exports abroad Vinamilk has been present in 54 countries and territories, actively exploiting potential new markets in Asia You can buy Vinamilk's products everywhere in Vietnam, in stores, groceries, supermarkets, markets, websites, online shopping sites Marketing Strategy: With a large corporation with a long track record of achievements like Vinamilk, the

hearts of users, typical such as school milk programs, Tall Vietnam Milk Fund, the campaign "One million green trees in Vietnam" Besides, Vinamilk has a strong product research and development department Vinamilk attaches great importance to market research and understanding user tastes, as well as sales activities of distributors, listening to consumer feedback in many aspects, and making good use of the media.social network to make a brand and thanks to that, Vinamilk provides the best and most suitable dairy products to consumers And above all, Vinamilk is a brand with very strong financial resources, so they have the power to invest in researching new products, implementing large-scale marketing strategies

W : Weaknesses

Dependence on foreign raw materials: Because currently, in Vietnam, there are not many sources of raw material supply (only 30%) Most of Vinamilk's raw materials are imported from abroad, so quality and price control is a big problem for Vinamilk Market expansion : Vinamilk's main export markets include countries in Asia, especially Southeast Asia Therefore, there is still a long way for Vinamilk to penetrate intothe European or American market Too many factors affecting revenue: From competitors, because of strong and continuous growth for many years, putting strong pressure on the Company and its human resource management team, many new products are introduced research but has not yet entered the testing phase to launch into the market

O : Opportunities

Vinamilk is a strong brand that has a lot of opportunities to grow and even it cannot be exhausted because of the following The first is about the increasing demand for milk from potential customers: Vietnam is a developing country, along with this, people's knowledge is increasing and people are more and more qualified to use it use milk and complementary products of Vinamilk From city people to rural areas can be eligible to buy Vinamilk's products In addition, Vietnam's population is very large and growing, so in terms of demographics, Vinamilk is also very profitable because the demand for milk increases, and the number of potential customers also increases

Followed by changes in government policies: Currently, the Government has introduced many preferential policies, reducing the burden on Vietnamese dairy enterprises in order to promote the

development of the domestic dairy market Strengthen price competition with imported goods Import tax on dairy materials in Vietnam is lower than commitments with the WTO This is a good opportunity to help businesses reduce production costs Currently, the source of imported milk powder materials accounts for 75% of raw milk in Vietnam.

Competitors are gradually weakening: The Vietnamese dairy market has witnessed the participation

of many businesses, with many Vietnamese dairy brands producing fresh milk to the market, creating product diversity and competition The campaigns "Vietnamese people use Vietnamese goods" contribute to promoting the competition of domestic brands, including Vinamilk This is a good opportunity for Vinamilk

to accelerate its breakthrough and affirm the number 1 brand of fresh milk in Vietnam

Has spread its market to foreign countries: Currently, Vinamilk's products have been exported to more than 16 countries, contributing about 14% of total revenue However, Vinamilk still has many

opportunities to expand export markets and do business abroad

T: Threats

Along with many advantages and opportunities, Vinamilk is facing many challenges Of course, the challenge is a condition for a business to try to overcome and go further in the future And below are the challenges that Vinamilk is facing The appearance of many competitors: In Vietnam, there are many brands

of fresh milk, both domestic and foreign, and this is inevitable For modern people, they often like new things, so if they find something better than Vinamilk, they will switch to those products, especially for big brands like: Nestle, Dutch Lady, Abbott, etc In addition, Vietnam has many "open door" policies, cutting taxes on many products, including dairy products Reduced tax on powdered milk from 20% to 18%, condensed milk from 30% to 25% This is a great opportunity for foreign businesses to penetrate the

Vietnamese market, opening up many choices for consumers

Unstable input materials: Despite investing in many dairy farms according to international standards,the company's main raw materials still have to be imported from abroad Not to mention, dairy farmers are

no longer interested in their current work due to low profits, being forced by buyers of raw dairy cows,

causing a significant decrease in the domestic source of dairy materials This forces Vinamilk to compete with many other companies that purchase intermediate dairy ingredients.

Challenges about customers (The export market has many risks, customers prefer to use foreign milk): 90% of Vinamilk's export profit comes from exporting to the Iraqi market However, this is one of the most unstable regions in the world, so its export profit to this market is not as much as expected On the other hand, Vinamilk's main business product is fresh milk: food has a direct impact on consumers' health, sothe quality and nutritional content of the product is always what users care most about The "foreigner" mentality of Vietnamese consumers, preferring to use portable foreign goods over domestic products is also one of the challenges of Vinamilk in particular as well as the domestic dairy industry in general

2

Competitive Analysis.

For competitive analysis, we will talk about 5 competitive pressures that Vinamilk is facing in the following Pressure from customers: Customers, including wholesalers, retailers, supermarkets and end customers can all put pressure on businesses, especially end customers On the market today, there are many different brands of milk with different designs and flavors The price factor is no longer so important to consumers Customers will ultimately care more about the product's brand, difference, and outstanding effectthan price Businesses at this time tend to build images for products through quality, brand, public

relations, followed by price Because milk and Vinamilk's products are essential items used by many people, when input materials increase, businesses can increase prices without affecting sales Pressure from substitutes: Since dairy products are subject to less threat from substitutes due to their popularity and essential nutritional factors So products that can replace liquid milk can be milk from cereal grains, soy milk

or soft drinks mixed with milk, Potential competitors: To enter this industry, businesses will face relatively large barriers and to succeed is not an easy thing when this industry is now relatively stormy peace From the cost of entering the industry, distribution channels to creating a difference for the brand, all need

differentiation and reasonable policies Although this is difficult to do, once done, Vinamilk will go further

Pressure from suppliers: Vinamilk's milk source mainly comes from the farm that the company develops itself and small farmers They do not have good care techniques, mainly spontaneous and amateur,

so the quality of milk often changes erratically, putting them at many disadvantages Therefore, the initiative usually belongs to the side of the enterprise However, that is only liquid milk, and in terms of raw materials and powdered milk, Vinamilk is mainly imported from abroad by leading big brands in the world For these suppliers, Vinamilk does not have much advantage in bargaining power and is under a lot of pressure, but is assured of the quality of input materials Competition among competitors in the industry: Vinamilk is currently facing relatively high competition from domestic and foreign brands such as: TH True Milk, Nestle, Mead, Abbott, For liquid milk products, Vinamilk is facing fierce competition with big milk brandssuch as Dutch Lady, Moc Chau, DaLat Milk, etc In recent years, TH True Milk has emerged in an amazing way that makes all brands that have existed for a long time in the industry must also be wary.

3 Customer Analysis.

Customers that Vinamilk targets are of all ages, suitable for Vinamilk Vinamilk's product lines are developed for children and teenagers because this age has a great demand for milk and consumption of dairy products is the largest Vinamilk divides target customers into two groups: Group of individual customers & Group of institutional customers

accounts for a relatively high proportion Organizational customer group: are distributors, wholesalers, retailers, shops, supermarkets….willing and willing to distribute Dielac Alpha products of the company This

is a group with requirements for discounts, sales bonuses, orders on schedule, etc related to product

distribution

Survey about Vinamilk for domestic customers: KHẢO SÁT VỀ VINAMILK (google.com)

Customer's level of use of Vinamilk products:

Through the survey results of the group and looking at the chart above, we can see the level of market dominance of Vinamilk milk With a large market share of 95.9%, Vinamilk is leading the market In which, the use of sweetened milk accounted for the highest position at 48.8%, low sugar milk accounted for 45.5%, followed by unsweetened milk accounted for 35.8%, other types of milk such as chocolate milk accounted for 34.1% and the lowest was Strawberry milk accounted for only 8.06% This proves that dairy products are widely sold and most people know and consume, which is sweetened milk Strawberry-flavoredmilk alone occupies such a small market share because this product is new and strange to consumers Thereby, we see, Vinamilk company needs to map out a better advertising strategy so that consumers know more about strawberry milk and expand its market share

Popularity of Vinamilk milk:

Looking at the chart, we see that Vinamilk is leading the Vietnamese dairy market with a customer usage rate of 95.9%, although it is followed by many famous milk brands such as TH True Milk, Dutch LuchLady, etc Moc Chau, Milo, Vinamilk also focuses on products for all genders, all ages, For example, height growth milk for 17 to 25 years old, dairy products for the elderly over 45 age, or low-sugar, low-fat products for people with heart disease/weight loss, From that, we can see that Vinamilk's popularity is veryhigh

Customer loyalty to Vinamilk:

This chart helps us to determine that Vinamilk's dairy products are chosen by the majority of customers with a high percentage due to the benefits that the product brings to consumers because the customer's psychology has been focusing on health , food safety The majority of survey respondents have chosen Vinamilk products since they were young (66.77%), 18.7% of survey respondents have trusted Vinamilk for more than 10 years.

The frequency of users buying Vinamilk's dairy products is quite high, which shows Vinamilk's continuous and stable output since its establishment to the present