Question 1: What is communications ? How does a communication process happen ?........................................3 What is communications ? .......................................................................................................................................3 How does a communication process happen ? .........................................................................................................4 Question 2 : Developing a communication plan for the TH True Nut+ nut milk product of TH True Milk Dairy Joint Stock Company .......................................................................................................................................5 I. About TH True Milk Dairy Joint Stock Company ...............................................................................................5 General introduction about TH True Milk Joint Stock Company..............................................................................5 2. The reason for the birth of TH True Nut+ .............................................................................................................6 II. Introducing TH True Nut+ nut milk product......................................................................................................6 1. Product Classification......................................................................................................................................7 2. Ingredients.......................................................................................................................................................8 3. Packaging ........................................................................................................................................................8 4. Desired benefits of customers when buying products.....................................................................................8 5. What makes the product different for customers? ..........................................................................................8 6. Product image orientation in the eyes of customers........................................................................................9 III. Situation analysis ..................................................................................................................................................9 1. 1. Analysis of the macro environment of the business (PEST) .................................................................9 1.1 Political ( Politics ) ...................................................................................................................................9 1.2 Economics ..................................................................................................................................................9 1.3 Sociocultural...............................................................................................................................................9 1.4 Technological ...........................................................................................................................................10 1.5 Environmental...........................................................................................................................................10 2. Overview of the external environment (SWOT) ......................................................................................10 2.1 Strengths...................................................................................................................................................10 2.2 Weakness.................................................................................................................................................11 2.3 Chances ...................................................................................................................................................11 2.4 Challenges...............................................................................................................................................11 3. Identify the target audience........................................................................................................................11 3.1 Target customer portrait ..........................................................................................................................11 3.2 Objectives of the business.......................................................................................................................12 4. Determine the message to convey...............................................................................................................12 5. Determine a reasonable communication channel .....................................................................................12 6. Communication plan for TH True Nut+ dairy product...........................................................................13 IV. Conclude ..............................................................................................................................................................14 1. Rating ............................................................................................................................................................14 2. Control...........................................................................................................................................................15 3 Question 1: What is communication ? How does a communication process happen? What is communication ? Communication is the act of giving, receiving, and sharing information in other words, talking or writing, and listening or reading. Good communicators listen carefully, speak or write clearly, and respect different opinions. Strong communication skills can help kids interact both facetoface and in the online world. Texting, chatting, and posting responsibly depends on understanding how words and images affect others. You can help kids develop their communication abilities by teaching them to use social media responsibly, modeling positive communication, and watching movies and TV shows that emphasize the value of healthy communication. Communication is a simple process, yet showing complexity in some aspects. Different ways of communication and the distances over which one is required to transfer the information make the process complicated. There are different kinds of information. The two major types are verbal communication and nonverbal communication. Verbal communication Verbal communication is the sharing of information through speech. It includes the information that people hear on radios, televisions, telephones, speeches and interviews. Effective verbal communication incorporates the use of interpersonal skills. Factors that contribute to the effectiveness of verbal communication are the clarity of voice and perception and listening skills of the recipient. Verbal communication, if it is conducted in a twoway loop, is usually based on immediate responses. Verbal communication is also influenced by eye contact, gestures and facial expressions. The hearing and understanding skills of recipient help him understand the context of information and develops his responses accordingly. Linguistics and the way of presenting information build the impact of communication on the recipient. Nonverbal communication Written or spoken words are not the only means for sharing a message. When there is no use of words, and the recipient understands what the sender is asking, then it is known as nonverbal communication. Nonverbal communication is conducted through eye contact, postures, gestures, facial expressions, chronemics and haptics. Visuals are also an excellent way to represent any information. Use of pictures, symbols and graphs can help a person communicate effectively. Even hairstyles and clothing of a person convey information regarding his nature, mood and intentions. People use architectures, and different colours and textures for home and office surfaces to represent their interests and preferences. 4 How does a communication process happen? Technically the communication process is split into three major steps. This includes the thought, encoding and decoding. The thought is the subject of information that exists in sender’s mind. When the sender transforms his thoughts, ideas or concepts into verbal speech or a written message, then this is known as encoding. Encoding refers to the encryption of ideas from the perspective of the sender. When the message is received by the receiver, the recipient reads and understands it. He may translate the information to better understand it. So decoding refers to the interpretation of information from the perspective of the receiver. When the receiver clearly understands the information sent to him, twoway the communication process ends here. Communication can be a oneway or twoway process. When the information conveyed by the sender is received by the recipient, this states for the completion of a oneway process. It is not necessary that the recipient must respond to the sender, but if the recipient formulates a message in reply to sender’s message, then communication becomes a twoway process. Media content is an example of oneway communication, in which the receiver is not required to respond back, but he only receives the information. 5 Question 2: Design a communication strategy to launch a new product of Company X. Company X is of your own choice. Topic: Developing a communication plan for the TH True Nut+ nut milk product of TH True Milk Dairy Joint Stock Company I. About TH True Milk Dairy Joint Stock Company 1. General introduction about TH True Milk Joint Stock Company TH True Milk has the full name of TH dairy food joint stock company, under the management of TH Group. The enterprise was established based on financial advice from Bac A Commercial Joint Stock Bank. Starting business in 2010, TH True Milk always wants to aim at the goal of launching clean fresh milk products in its true sense to consumers. Although being present in the market for more than 10 years, TH True Milk has also achieved many achievements such as: • Inaugurated a clean fresh milk factory with a capacity of 500,000 tonsyear in 2013 • Received the title of high quality Vietnamese goods 3 years in a row • Become a reliable supplier in Vietnam, a reputable brand in 2011 • Top 100 trusted and used products with TH True Milk branded product line Currently, the TH True Milk brand offers many different product lines. Popular product lines of the brand include: • Dairy products: Pasteurized fresh milk, pasteurized fresh milk, Topkid formula fresh milk, natural yogurt, nut milk, pasteurized drinking yogurt • Butter and cheese products: Natural unsalted butter, Mozzarella sticks • Beverage: TH True Milk Juice, TH True Milk Juice, TH True Milk RICE roasted rice water • Pure water • Ice cream products: Ice cream cones, ice cream flavors, ice cream boxes • Japonica rice products FVF Business status of TH True Milk Joint Stock Company Although appearing on the market for a short time, TH True Milk has increasingly proved its superiority in the Vietnamese dairy segment. The company has introduced to the market with over 70 products based on fresh milk. The goal of the business is always towards clean products and clean drinks for consumers. According to retail market measurement data as of November 2018, TH True Milk milk grew by nearly 22% in volume and 30% in revenue. Up to now, TH True Milk has reached 40% of the market capacity in the fresh milk segment in urban retail channels. 6 TH Group is gradually developing to become a leading manufacturer in Vietnam providing clean food products of natural origin, including fresh milk, clean vegetables, ... of international quality. . Business philosophy: “The quality of clean fresh milk must include a whole closed cycle, which is strictly controlled and managed. The first factor is that the input milk source must be really fresh crystallized from the clean breeding process: clean eating, clean living, clean drinking. The process of raising dairy cows at the farm of TH True Milk Dairy Factory in Nghia Dan, Nghe An has a closed and synchronous technological scale in all stages such as cow breed selection, nutritious feed for cows. , living conditions of cows (barn, living regime, herd management technology, veterinary care), to production and distribution of products”. 2. The reason for the birth of TH True Nut+
Trang 1Họ và tên : Bùi Thị Trang Mã sinh viên: 19LK73402010072
BÀI THI MÔN: GIAO TIẾP TRUYỀN THÔNG Hình thức thi: Bài tập lớn/Tiểu luận
Mã đề thi: 01 Thời gian thi:24h
Question: What is communication ? How does a communication process happen ?
Design a communication strategy to launch a new product of Company X
Company X is of your own choice
Trang 2Contents
Question 1: What is communications ? How does a communication process happen ? 3
What is communications ? 3
How does a communication process happen ? 4
Question 2 : Developing a communication plan for the "TH True Nut+" nut milk product of TH True Milk Dairy Joint Stock Company 5
I About TH True Milk Dairy Joint Stock Company 5
General introduction about TH True Milk Joint Stock Company 5
2 The reason for the birth of TH True Nut+ 6
II Introducing TH True Nut+ nut milk product 6
1 Product Classification 7
2 Ingredients 8
3 Packaging 8
4 Desired benefits of customers when buying products 8
5 What makes the product different for customers? 8
6 Product image orientation in the eyes of customers 9
III Situation analysis 9
1 1 Analysis of the macro environment of the business (PEST) 9
1.1 Political ( Politics ) 9
1.2 Economics 9
1.3 Sociocultural 9
1.4 Technological 10
1.5 Environmental 10
2 Overview of the external environment (SWOT) 10
2.1 Strengths 10
2.2 Weakness 11
2.3 Chances 11
2.4 Challenges 11
3 Identify the target audience 11
3.1 Target customer portrait 11
3.2 Objectives of the business 12
4 Determine the message to convey 12
5 Determine a reasonable communication channel 12
6 Communication plan for TH True Nut+ dairy product 13
IV Conclude 14
1 Rating 14
2 Control 15
Trang 3Question 1: What is communication ? How does a communication process happen?
What is communication ?
Communication is the act of giving, receiving, and sharing information in other words, talking or writing, and listening or reading Good communicators listen carefully, speak or write clearly, and respect different opinions
Strong communication skills can help kids interact both face-to-face and in the online world Texting, chatting, and posting responsibly depends on understanding how words and images affect others You can help kids develop their communication abilities by teaching them to use social media responsibly, modeling positive communication, and watching movies and TV shows that emphasize the value of healthy communication
Communication is a simple process, yet showing complexity in some aspects Different ways of communication and the distances over which one is required to transfer the information make the process complicated
There are different kinds of information The two major types are verbal communication and non-verbal communication
Verbal communication
Verbal communication is the sharing of information through speech It includes the information that people hear on radios, televisions, telephones, speeches and interviews
Effective verbal communication incorporates the use of interpersonal skills Factors that contribute to the effectiveness of verbal communication are the clarity of voice and perception and listening skills of the recipient
Verbal communication, if it is conducted in a two-way loop, is usually based on immediate responses Verbal communication is also influenced by eye contact, gestures and facial expressions The hearing and understanding skills of recipient help him understand the context of information and develops his responses accordingly Linguistics and the way of presenting information build the impact of communication on the recipient
Non-verbal communication
Written or spoken words are not the only means for sharing a message When there is no use of words, and the recipient understands what the sender is asking, then it is known as non-verbal communication Non-verbal communication is conducted through eye contact, postures, gestures, facial expressions, chronemics and haptics
Visuals are also an excellent way to represent any information Use of pictures, symbols and graphs can help a person communicate effectively Even hairstyles and clothing of a person convey information regarding his nature, mood and intentions People use architectures, and different colours and textures for home and office surfaces to represent their interests and preferences
Trang 4How does a communication process happen?
Technically the communication process is split into three major steps This includes the thought, encoding and decoding The thought is the subject of information that exists in sender’s mind When the sender transforms his thoughts, ideas or concepts into verbal speech or a written message, then this is known as encoding Encoding refers to the encryption of ideas from the perspective of the sender
When the message is received by the receiver, the recipient reads and understands it He may translate the information to better understand it So decoding refers to the interpretation of information from the perspective of the receiver When the receiver clearly understands the information sent to him, two-way the communication process ends here
Communication can be a one-way or two-way process When the information conveyed by the sender is received by the recipient, this states for the completion of a one-way process It is not necessary that the recipient must respond to the sender, but if the recipient formulates a message in reply to sender’s
message, then communication becomes a two-way process Media content is an example of one-way communication, in which the receiver is not required to respond back, but he only receives the
information
Trang 5Question 2: Design a communication strategy to launch a new product of Company X
Company X is of your own choice
Topic: Developing a communication plan for the "TH True Nut+" nut milk product of TH True
Milk Dairy Joint Stock Company
I About TH True Milk Dairy Joint Stock Company
1 General introduction about TH True Milk Joint Stock Company
TH True Milk has the full name of TH dairy food joint stock company, under the management of TH Group The enterprise was established based on financial advice from Bac A Commercial Joint Stock Bank Starting business in 2010, TH True Milk always wants to aim at the goal of launching clean fresh milk products in its true sense to consumers
Although being present in the market for more than 10 years, TH True Milk has also achieved many achievements such as:
• Inaugurated a clean fresh milk factory with a capacity of 500,000 tons/year in 2013
• Received the title of high quality Vietnamese goods 3 years in a row
• Become a reliable supplier in Vietnam, a reputable brand in 2011
• Top 100 trusted and used products with TH True Milk branded product line
Currently, the TH True Milk brand offers many different product lines Popular product lines of the brand include:
• Dairy products: Pasteurized fresh milk, pasteurized fresh milk, Topkid formula fresh milk, natural yogurt, nut milk, pasteurized drinking yogurt
• Butter and cheese products: Natural unsalted butter, Mozzarella sticks
• Beverage: TH True Milk Juice, TH True Milk Juice, TH True Milk RICE roasted rice water
• Pure water
• Ice cream products: Ice cream cones, ice cream flavors, ice cream boxes
• Japonica rice products FVF
Business status of TH True Milk Joint Stock Company
Although appearing on the market for a short time, TH True Milk has increasingly proved its superiority in the Vietnamese dairy segment The company has introduced to the market with over 70 products based on fresh milk The goal of the business is always towards clean products and clean drinks for consumers According to retail market measurement data as of November 2018, TH True Milk milk grew by nearly 22% in volume and 30% in revenue Up to now, TH True Milk has reached 40% of the market capacity in the fresh milk segment in urban retail channels
Trang 6TH Group is gradually developing to become a leading manufacturer in Vietnam providing clean food products of natural origin, including fresh milk, clean vegetables, of international quality
Business philosophy: “The quality of clean fresh milk must include a whole closed cycle, which is strictly controlled and managed The first factor is that the input milk source must be really fresh - crystallized from the clean breeding process: clean eating, clean living, clean drinking The process of raising dairy cows at the farm of TH True Milk Dairy Factory in Nghia Dan, Nghe An has a closed and synchronous technological scale in all stages such as cow breed selection, nutritious feed for cows , living conditions of cows (barn, living regime, herd management technology, veterinary care), to production and distribution of products”
2 The reason for the birth of TH True Nut+:
- TH Group officially entered the nut milk field on March 21, 2018 with 4 types of nut milk: macadamia nut milk, walnut nut milk, almond nut milk, nut milk and gac fruit
- The special of this product is that this is the first high-class nut milk product set available in Vietnam Realizing the potential of the nut milk market, TH has researched and launched a line of pure whole grain milk products "TH TRUE NUT PLUS"
II Introducing TH True Nut+ nut milk product
- Is the perfect combination from nutritious nuts good for the whole family's health such as: macadamia, walnuts, almonds, black sesame, chickpeas, millet, green beans, black beans, lotus seeds, etc …
- Products of the pioneer Vietnamese enterprise producing nut milk with high nutritional content, obtaining nutrition certifications from experts
- The product does not use refined sugar, has a natural sweet taste from Dates with a low glycemic index (GI < 55) Especially good for people on a diet, diabetes or healthy lifestyle
- Completely natural: Nut milk products are preserved with all the nutrients in them made from completely natural nuts
- Ingredients: Seeds and water
- Slogan: 100% natural - 100% nutrition
1 Product Classification
- The product is divided between different types of nutritional seeds
- Each type of product will have a unique flavor between the nuts mixed in it as well as different sources of nutrients to serve the nutritional needs of each person
The product also adds many vitamins and minerals that are good for health
- TH's nutrition experts will offer a variety of suitable drink menus, along with nutritional details in each category for customers to easily choose products
- Sort by taste:
+ walnut - almond - black sesame
+ macadamia - walnut - chickpeas
Trang 7+ cashews - almonds - lotus seeds
+ macadamia - oats - black sesame
- Sort by sugar level
+ Low-sugar milk (sugar content accounts for 5%)
+ Sugar-free milk
- Sort by volume:
+ Lot of 4 small 100ml milk cartons
+ 250ml medium milk carton
+ 1 liter large milk carton
2 Ingredients
- Materials are still imported from abroad in the immediate future, but will gradually be moved by domestic materials
- TH advocates building a clean farm right in the Central Highlands to grow nuts that meet nutritional standards and reduce raw material costs
3 Packaging
- Eco-friendly packaging from biodegradable paper and plastic
- Designed specifically for each different type of product
4 Desired benefits of customers when buying products
- The most outstanding and distinct benefit of the product is that it provides a clean and good source of nutrition From there, the target customer group will want to receive a good source of nutrition for the body
=> Health will be improved for those who eat healthy, vegetarian, eatclean, lose weight, pregnant, diabetic,
- In addition, the product also provides good substances for women's beauty
- Feeling confident in nut milk products thanks to the brand factors TH, the benefits of nut milk products + Developing and affirming the identity and commitment of TH is for the health of consumers as well as always committed to doing the truth and doing the right thing
+ This will be a product that marks a milestone for the brand to develop to a new level with superior positioning, better products and the trend of the future
5 What makes the product different for customers?
- Reasoning difference:
+ The product is made with 100% natural and nutritious nuts, selected and produced through a modern process
+ Supplement important nutrients for the body
Trang 8- Emotional difference:
+ Especially good for health from nutrients from nuts
+ Reduce the risk of cardiovascular disease, obesity, diabetes
+ Is a high-class product that brings a lot of value to customers' lives
6 Product image orientation in the eyes of customers
-TH True Nut + is a product made from 100% nutritious seeds, giving consumers good health benefits
- Is the trend of modern food consumption
III Situation analysis
1 Analysis of the macro environment of the business (PEST)
1.1 Political ( Politics )
• Policy of tax
- Tax policy on imported dairy products is relatively high and tends to increase in the future
- Opportunity: Increase the competitiveness of TH True Milk with imported milk brands
- Challenges: Fierce competition with the domestic dairy market
Conclusion:
- Create opportunities to develop, expand production, upgrade and expand scale At the same time, getting closer in dominating the domestic dairy market, surpassing rivals and creating strengths when competing with foreign dairy products
- Challenges: Fierce competition with domestic dairy enterprises
1.2 Economics
- Inflation: In recent years, our country's inflation rate has decreased markedly and always remained at a low level, always at approximately 5%
- Income: The income level of consumers is increasing day by day
Conclusion:
- Opportunities: The dairy market is getting bigger and bigger, opening a way for TH True Milk
- Challenges: The inflation rate is falling, the prices of other foods also follow the downward trend Along with that, the increased income of consumers means that their consumption choices are more diverse
1.3 Sociocultural
- Children from 6-15 years old account for about 14.4% of the country's population However, TH's products are also aimed at many different age groups In which, children are suffering from many diseases such as obesity or related to excess protein and fat due to overuse of cow's milk According to statistics, it is more than 41% in Hanoi and 50% in Ho Chi Minh City
Trang 9 These are alarming numbers => nut milk is a solution to help balance protein and fat as well as ensure a full supply of nutrients for children to develop comprehensively
- Trend of "CLEAN" food:
+ The situation "more chemicals than food" is increasing day by day Meanwhile, people's awareness is also getting higher and higher => Naturally, TH True Milk's motto "clean milk" quickly satisfied a large number of its customers
- The melamine content in milk exceeds the permitted level of other companies, contaminated milk affects the health of consumers
Challenges: Consumers will be wary of buying dairy products, potentially reducing TH's sales
Opportunity: With its motto of clean milk, TH can quickly convince the most demanding customers, and at the same time put pressure on rival brands
1.4 Technological
- Milk production technology is continuously updated and improved more strongly to serve the milk production process
+ Opportunities: modern technology will help increase productivity and quality of products, and at the same time contribute to a wider variety of TH's products such as yogurt, fermented drinking yogurt, etc + Challenges: new technology comes with high investment, competitors also boldly invest in machinery
1.5 Environmental
- TH Farm is located in Nghia Dan (Nghe An), sometimes the climate is harsh, influenced by the Lao wind,
so it is often drought in May-July, the temperature can exceed 40 degrees and the humidity is less than 30% Less affected by storms and floods, but often with heavy rain and floods
- TH has a large raw grass hill used as raw materials for dairy cows, irrigated with river water and using organic fertilizers
Conclusion
- Opportunity: Minimizing costs thanks to self-supplied materials Thanks to the investment right from the start, even if the weather is bad, the cows are still well taken care of
- Challenge: Always facing the risk of disease for the cows and natural disasters that can happen at any time
2 Overview of the external environment (SWOT)
2.1 Strengths
- Have abundant financial resources
- The distribution system is getting more and more complete
- The most modern and high production technology in Southeast Asia
- The company's marketing team has high creativity and high adaptability
- Highly qualified and skilled team of executives, managers and research staff hired from abroad
Trang 102.2 Weakness
- High cost: Since entering the dairy market, TH True Milk has been a brand with a higher price tag compared to other dairy brands This creates a big disadvantage for TH in the competitive domestic dairy market, especially compared to Vinamilk, the largest dairy producer in Vietnam Especially, the high price
is also a hindrance of TH True Milk when it comes to accessing the middle and low income class, the class that makes up the majority of the total population of Vietnam
- Saturated milk market in Vietnam: No one can deny that the dairy market is thriving in Vietnam, with a large number of products sold in every store or supermarket from small to large
2.3 Chances
- Focus on consumer health: One of TH True Milk's biggest opportunities lies in focusing on consumers' health in recent years Following that trend, one of True Milk's extremely popular products is the brand's nut milk product line
Growth towards international markets: TH True Milk's growing quality and brand recognition has provided the company with opportunities to grow in domestic and global markets For example, a brand that has been recognized by the Vietnamese government for many years to operate in the domestic market or many awards for user safety helps to prove the health and safety of the product for everyone consumer class Especially in 2016, TH True Milk was honored by the Vietnam Organic Agriculture Association for its contributions to the development of organic products These noble awards create momentum for TH True Milk, not only in the domestic market but also reaching out to international markets such as Russia, China, and Japan
2.4 Challenges
- Customers (the bargaining power of buyers):
+ The end customers are the ones who can put great pressure on the company about the quality of TH True Nut+ products At present, pure grain milk products are very diverse and interchangeable, the price factor
is no longer so important to consumers when choosing nut milk products Businesses compete with each other by quality, product diversity, brand strength, etc
- Substitute products: TH True Nut+ clearly identifies a new market segment as pure-grain dairy products
But now there are many similar products on the market that are sold by other small and medium enterprises Even other dairy brands can come up with newer, more superior products to compete and replace TH True Nut+'s products Because old dairy companies like Vinamilk, Dutch Lady, etc are fully capable and capable when they have been involved in the dairy industry for a long time, they see the potential of this pure grain milk segment
3 Identify the target audience
3.1 Target customer portrait
- Trends of healthy living, eatclean, dieting, diabetes, obesity, pregnant women, vegetarians,
- Age: Over 20-40+
- Behavior :