Final report international marketing

Sách hướng dẫn chiến lược marketing cho một công ty khi đưa một sản phẩm mới vào một thị trường quốc tế. Cụ thể, bài báo cáo này phân tích những đặc điểm của thị trường Nhật Bản từ đó xem xét và đưa ra chiến lược marketing cho sản phẩm sữa dừa đặc Vinamilk

kUNIVERSITY OF ECONOMICS AND FINANCE HO CHI MINH CITY   FINAL REPORT International Marketing COUNTRY NOTEBOOK Lecturer: Le Nguyen Hoang I INTRODUCTION Short profiles of the company Vinamilk is also known as Vietnam Dairy Products Joint Stock Company, established on August 20, 1976 Up to now, Vinamilk has become the leading company in Vietnam in processing and supplying dairy products Vinamilk not only holds 43.3% of the domestic dairy market share but also exports its products to many countries around the world such as the US, France, Canada, Germany, the Middle East, Asia, etc When entering the business In the market economy, Vinamilk quickly seized the opportunity, constantly innovated technology, invested in infrastructure, diversified products to prepare for a new journey Up to now, Vinamilk owns a system of 13 factories across the country The highlight of Vinamilk's factories is not only in terms of capacity and output but also in the way this enterprise applies 4.0 technology, meeting standards such as ISO 9001, FSSC 22000, ISO 17025 The machine also has special certifications such as Halal, European Organic, FDA (USA), Chinese standards,… serving the domestic market and ready for international business expansion According to statistics in 2020, Vinamilk's total consolidated revenue reached VND 59,723 billion, exports contributed VND 5,561 billion to the company's total revenue, an increase of 7.4% compared to 2019 Export results in Vinamilk's comeback against Covid-19 is clear proof of its business bravery and reputation in the international market The company supplies to the market more than 200 dairy products and dairy products such as condensed milk, powdered milk for children and adults, nutritional powder, fresh milk, drinking yogurt, etc All products are guaranteed to meet international standards Currently, Vinamilk's domestic distribution Picture 1: Vinamilk's export revenue has grown in the last years system has a chain of 430 "Giấc mơ sữa Việt" stores to nearly 251,000 retail points and supermarkets and convenience stores across the country Up to now, Vinamilk has been present in 56 countries and territories, actively exploiting potential new markets in Asia Price is also Vinamilk's strength because similar products on the market have higher prices than Vinamilk's In the development plan, Vinamilk has set the goal of developing a fresh milk material area to gradually replace imported materials by supporting farmers, consuming products, and constantly developing milk purchasing agents Vinamilk has prepared from human resources to facilities, business ability to enter the market of WTO countries firmly with a mark bearing the Vietnamese Brand According to the evaluation program "Prestigious exporter" of the Ministry of Industry and Trade 2020, Vinamilk continues to be recognized in the export field of the dairy industry for the fifth consecutive year Previously, Vinamilk also participated in The Asian Export Awards, with the success of condensed milk products in the international market The product to be exported, and the country with which you wish to trade Vinamilk has successfully researched the line of condensed coconut milk products, exported to the Japanese market to meet strict standards and serve the growing demand for plant-based milk for vegetarians; or those allergic to cow's milk protein The products not only meet international standards for quality but also meet the strict demands of Japanese consumers This product of the company has been highly appreciated by partners as well as experts for its application efficiency as well as Picture 2: Vinamilk condensed coconut milk nutritional standards "Vinamilk is not only impressed by its precise and flexible products exported to Japan service quality but also its products are delicious and meet Japanese standards The new product of condensed coconut milk is outstanding, promising potential when it comes to the market,” said Mr Jun Hamada, a partner in Japan II CULTURAL ANALYSIS Geographical setting Japan, is an island country located off the east coast of Asia Specifically, it is located in the east of the Korean peninsula, to the north and east by the Pacific Ocean, to the south by the Philippine Sea and the East China Sea, and to the west by the Sea of Japan/ East Sea It consists of a chain of large islands in a NortheastSouthwest arc extending approximately 1,500 miles (2,400 km) across the western North Pacific Ocean Almost the entire land area is occupied by the country's four main islands; From north to south are Hokkaido, Honshu, Shikoku, Kyushu; and thousands of other small islands The Japanese topography is rugged, with more than 4/5 of the land surface consisting of mountains There are many active and dormant volcanoes, including Mount Fuji (3.776 meters), which is Japan’s highest mountain As Japan is situated in a volcanic zone along the Pacific deeps, frequent low-intensity earth tremors and occasional volcanic activity are felt throughout the islands In short, the position of Japan is completely bordered by the sea and the territory consists of large and small islands With this position, trade between countries takes place smoothly In particular, Vinamilk's dairy products can be exported to the Japanese market via sea at low cost and fast time Besides geographical advantages, the effects of tsunamis and volcanoes also affect the transportation and distribution of products in this market Social institutions 2.1 Political system Japan is a constitutional monarchy with the emperor being the head of state Like many other monarchs in the world, the Japanese monarch has very limited say concerning the political affairs of the country However, the people and the constitution of the country regard the emperor as “the symbol of the State and the unity of people” The prime minister and the cabinet have the executive power to administer state affairs Japan has a post-war pacifist constitution It plays a considerable role in the international community and is a major aid donor Japan maintains a very close relationship with the United States This relationship is part and parcel of Japan’s foreign and security policy Japan has also been putting a lot of effort to build and maintain a relationship with other world powers such as India, the UK, France, and Australia However, an effort to amend Japan’s post-war pacifist constitution has raised concerns It is politically contentious and may impact trade and foreign direct investment Japan is also noted for its domestic stability The country is considered to be one of the most politically stable in the world, which also means it is one of the safest countries for workers and investors to work or business in 2.2 Legal system Although Japan is considered a very advanced country, there are several concerning issues for expatriates, etc conducting business in Japan Concerning issues that may arise between an expatriate and a foreign company, it is safe to say the expatriate’s chances are not favorable It should not be overly difficult for a foreign company to operate within the confines of the law in Japan, however, as they are not very different from the system in the western For example, the legal system in Japan is also based on civil law; in addition, the accused is innocent until proven guilty The court system in Japan for criminal cases is a three-tier system: district court, high court, and ultimately supreme court However, Japan is the world’s third-largest economy, historically they have steered clear of international business Although they in many ways they have kept to this reserved approach, globalization has had its effect on Japan, like every other country In general, Japanese corporate law supports inward-facing investment This means that they are far more likely to support FDI that uses mergers or acquisitions with pre-existing Japanese companies than a Greenfield approach Japan’s Trade Policy Bureau is actively executing integrated domestic and external economic policies aiming at maintaining the established world free trade system and creating a business environment in which Japan’s economic growth is sustainable and creates high value-added Most goods not require an import license and can be imported freely Japanese import licenses are required for certain goods, including hazardous materials, animals, plants, perishables, and in some cases articles of high value Though the extent of direct state participation in economic activities is limited, the government’s control and influence over the business are stronger and more pervasive than in most other countries with market economies This control is exercised primarily through the government’s constant consultation with business and through the authorities’ deep indirect involvement in banking Consultation is mainly done using joint committees and groups that monitor the performance of, and set targets for, nearly every branch and sector of the economy In summary, Japan with its strict social, political and legal institutions greatly influences the economy and trade With a constitutional monarchy political system, there is political stability Japan becomes a potential market for international companies to target, including Vinamilk dairy company The Japanese government has been maintained and led by the Liberal Democratic Party for many years The economic results brought to Japan over the years have been enormous as the country has always affirmed its position in the world Politics and law have always created favorable conditions for foreign companies to invest in Japan during the country's chances in the commercial sector Besides, the difficulties that foreign businesses face are also many, because the Japanese government always wants to protect domestic production and domestic business people It is also reflected in the laws for foreign businesses and the strict requirements for the quality of products exported to Japan Living conditions 3.1 Diet and nutrition Japan is among the nations with the highest average life span for both, men and women, a fact consistent with the potential benefits of the traditional Japanese diet The culture of the traditional diet has been broadly maintained with a high intake of fish and soybean products and a low intake of fat For cultural and religious reasons, the Japanese have traditionally avoided the use of animal meats During the Japanese economic development and the dramatic surge in the variety of available ingredients, the nutritional balance improved considerably in the 1980s, which, for most Japanese, reached an almost ideal balance of protein, fat, and carbohydrates Famous for their nutrition in their daily diets, the Japanese have strict requirements for food products and especially imported foods They love products that are not only safe and quality, but also need to meet nutritional standards for their health to be ensured and maintained Along with the eating, culture avoids using animal meats and products of animal origin Vinamilk has carefully researched this market, as well as the product requirements of the market that the company is aiming to export Since then, Vinamilk has successfully brought Vinamilk condensed coconut milk products to the Japanese market and is trusted by consumers Language Japan today has an official language spoken by almost every Japanese, regardless of the region where you can find them That language is Japanese, spoken by 125 million Japanese In addition, when foreigners come to Japan to work and live, they all use Japanese instead of other languages such as English, German, Portuguese, etc Although these languages are still being used, but have less common, and people generally use Japanese more because this is a feature of Japanese culture The Japanese have a great sense of national pride, the Japanese language is used and preserved as a national cultural feature Most of the products exported to the Japanese market have Japanese-language packaging Japanese people rarely have a culture of using foreign languages in Japan, the employees at the company all speak Japanese more commonly than any other language Therefore, when Vinamilk captures this cultural element, it will be able to capture the tastes of Japanese consumers From there, they can easily research and develop products so that it becomes attractive and meets their needs for dairy products III ECONOMIC ANALYSIS Japan is one of the largest and most developed economies in the world, however, it is subject to many external influences due to its heavy dependence on exports Japan has a well-educated, hard-working workforce and a large, affluent population that makes Japan one of the world's largest consumer markets The covid-19 pandemic has had a significant impact, with the country's GDP falling to -4.8% in 2020 Japan's budget deficit of -11.3% in 2020, is expected to shrink to -8.5% in 2021 and -3.6% in 2022 Population The current population of Japan in 2021 is 126,050,804 (0.34% decline from 2020) Japan ranks 11th in the world in the ranking of the population of countries and territories However, the country's population in 2019 decreased at the fastest rate ever and it continues to decline in 2020, reflecting the trend of a rapidly aging population and low birth rate This process negatively affects growth and causes many difficulties for the economy In 2020, Japan's urban population is 115,494,817 people (91,8% of total population) There is a huge disparity between the urban population and the rural population (106 million people) About Japan's The age structure in 2020 The age group from 0-14 years old accounts for 12.45%; the age group from 15-64 years old accounts for 59.15%; and over 65 years old accounts for 28.4% Furthermore, the average age of the Japanese population has been increasing steadily since 1950 and is predicted to be around 50.5 years old by 2025 Currently, the average age in Japan is 48.4 years old in 2021 Moreover, over the past decade or more, Japan's population has been aging steadily, to the point where more than a quarter of Japanese people will be 65 years of age or older by 2020 Japan's birth rate has been below the replacement rate for decades, largely due to economic instability and the declining number of marriages In general, the population of Japan is large, which greatly affects the economy of this country With the current population structure, Japan is facing many difficulties An aging population will have an impact on the dairy market because dairy products will cater to a certain age group However, Vinamilk's condensed coconut milk product is suitable for most consumers of all ages (except infants) 87.55% of the population over 15 years old can use this dairy product The product is confident to meet international standards of nutritional quality for users, in addition, it can meet the needs of those allergic to cow's milk protein Because of the unique ingredients and recognized nutritional quality of the product, Vinamilk sees this as a potential market when condensed coconut milk is not yet popular in this country Economic statistics and activity 2.1 Gross national product Japan's current GDP in 2020 is $ 5,058 billion (down $ 91 billion in 2019) However, Japan still ranks 3rd in the world GDP ranking behind only the United States and China, showing that it is one of the largest and most developed economies in the world In 2020, Japan's real GDP growth rate is - 4.59%, down from 0.27% in 2019 This is a volatile number And it is forecasted that by 2026, the GDP growth rate of this country is 0.49% The reason is that the Covid-19 pandemic spread in 2020-2021, causing heavy damage to the country's economy At the same time, gross domestic product growth in Japan has been volatile since the 2008 recession hit economies around the world Yet despite its financial predicament, Japan remains one of the world's most highly developed economies Furthermore, in 2019, Japan's per capita income was $40,777,609 However, by 2020, this value will decrease by 40,193,252, this number may decrease but the difference is not significant Overall, Japan's per capita personal income has fluctuated significantly in recent years International trade statistics In 2020, Japan's balance of payments (BoP) current account recorded a surplus of about 17.53 trillion yen, marking a decrease from about 19.27 trillion yen in the previous year In the first half of 2021, Japan's current account surplus grew 50.3% year-on-year to 10.5 trillion yen ($95 billion), as exports improved from a slump due to COVID-19 However, Japan's current account surplus fell to 1,018.7 billion yen in October 2021 from 1,948.2 billion yen in the same month a year ago and fell short of market expectations of a surplus of 1.308 billion yen The merchandise account surplus fell to 166.7 billion yen from 950.3 billion yen a year earlier, as exports rose 11.7% while imports grew 28.3% Meanwhile, the service account shortfall increased to 575.4 billion yen from 363.9 billion yen At the same time, the basic income surplus increased to 1,780 yen To sum up, Japan's current account surplus, and is forecast to continue to grow, will reach 14,513,278 billion yen in December 2023 This shows that Japan is a country that exports more than it imports or when it saves more than it invests The reason for Japan's current account surplus is a low demand for domestic products Low domestic demand leads to higher inflation and low wage growth in the economy Top Japanese imports include Mineral fuels including oil ($105.3 billion); Electrical machinery, equipment ($96.8 billion); Machinery including computers ($67.1 billion); Plastics, plastic articles; Foodstuff, etc Regarding Dairy products, eggs, honey, edible products, imports reached $1.86 billion during 2020 This is also a high and potential number 2.2 Trade restrictions The tariff-quota system applies a lower tax rate (primary tax rate) on goods imported in a certain quantity, but a higher tax rate (secondary tax rate) on quantities exceeding that volume Japan's tariff-rate quota system allows for the protection of domestic producers of goods while also benefiting Japanese consumers with the lowest possible tax rates It can be seen that the tariff quota volume for each allocation will be applied in one of two ways: in the order of receipt of the requestor by pre-allocation The pre-allocation method is used by Japan The tariff-rate quota system does not restrict direct imports, as imports can be made without a tariff-quota certificate, as long as high taxes are paid About Basic Tariff System, Japan’s Customs duty rates are divided into the following three types: general tariff rates; temporary tariff rates; and WTO-bound tariff rates The general tariff rate applies to all goods prescribed in the Customs Tariff Law The temporary tariff rate prescribed in the Temporary Tariff Measures Law, however, is given priority over the general tariff rate The Customs and Tariff Bureau of Japan’s Ministry of Finance administers tariffs The average applied tariff rate in Japan is one of the lowest in the world Simple average applied Most Favored Nation tariff for Japan, according to the WTO data, is as follows: Total (4.3%), Agriculture products (15.5%), Non-agriculture (2.5%) 2.3 Inflation rates Japan's inflation rate for 2020 is -0.025%, down 0.444% from 2019 Core consumer prices in Japan, excluding fresh food in October 2021, increased 0.1% year-on-year, in line with market expectations The upward pressure on prices was mainly due to the increase in fuel, light, and water costs by 6.4% year-on-year, some signs rising energy and raw materials prices are boosting the economy, and Japanese consumers are seeing this However, Japan's core inflation rate remains low relative to other advanced economies amid lower wage growth and weak consumption Low inflation in Japan signals lower-than-normal demand for goods and services, and this tends to slow economic growth and lower wages However, low inflation will create a stable macroeconomic environment and a favorable business environment for investors, especially foreign investment The above statistics on economic activities, it has partly helped foreign companies have an overview of the Japanese economic situation This information also helps Vinamilk to orient the market and plan to develop milk products and market share in the coming years The above figures show that Japan is a large economy, with high people's income as well as vibrant import and export activities, and at the same time, Japan is also among the top countries with low inflation rates These impacts will help Vinamilk company have more opportunities to export products and expand business activities in Japan When Japan is also a member of WTO, Vinamilk will have significant advantages in exporting with low tax rates and preferential policies for partner members in WTO (Vietnam-Japan) In addition, there are also negative effects on the Japanese economy such as the impact of the COVID-19 epidemic, which also has a significant impact on milk export and consumption in Japan Specifically, the epidemic caused supply chain disruptions between countries, and consumption was affected by a decrease in people's income However, the current epidemic situation has had positive developments and import and export activities have improved significantly This creates a basis for foreign companies and Vinamilk to resume production and trade after the Covid-19 crisis Channels of distribution According to the distribution channel in Japan, the Japanese retail industry is known as a trendy market and is the 3rd largest market after China and the US Over the years, the country's retail sector has experienced moderate growth In 2020, the Japanese retail industry achieved a revenue of about 146 trillion yen – In 2019, the number of shopping malls operating in Japan reached more than 3,200 The number of shopping centers has increased steadily from 2010 onwards In terms of convenience stores, known as konbini, Japan has more than 50,000 that can be found all over the country There is strong competition among big names, such as Seven Eleven, Family Mart and Lawson, etc The main advantages of these chain stores include the ability to purchase central units on favorable terms, lower operating costs, the ability to place advertisements for all sales units at once, and freedom testing at a single unit of sale without risking the entire operation Besides selling in bulk at low prices, the most important innovations of large-scale chains lie in the area of improving retail – There are currently about 240 department stores spread across Japan The role of department stores is that it is usually located in an important central location of the city Therefore, it is easily accessible to customers It also has Economic and Advertising benefits – Another part of the distribution channel in Japan is the Wholesale Middleman The core of the Japanese distribution system is the wholesale distribution model, in which wholesalers act as a business solution for retailers from doing all the logistics, promoting commodity trade, and financial risk In 2018, there were about three thousand registered wholesalers at central wholesale markets in Japan The country's small surface area advantages allow for rapid domestic distribution of goods, and the high concentration of manufacturing plants near major cities makes wholesalers an important intermediary in the distribution of goods throughout the country With a diversified distribution system, the Japanese market can meet the needs of consumers with most products Especially with dairy products - an essential product in the daily life of Japanese people Vinamilk can take advantage of distributed systems such as shopping malls, convenience stores, department stores, or Wholesale Middlemen to distribute products to consumers throughout Japan Vinamilk will cooperate with distribution companies in Japan to save costs while ensuring efficiency in reaching consumers in this country Media The media in Japan includes many television and radio networks as well as social networks, newspapers, and magazines in Japan Topping the list in terms of influence and reach are the top five national daily newspapers: Yomiuri Shimbun, Asahi Shimbun, Mainichi Shimbun, Sankei Shimbun, and Nikkei, often considered Japan's version of the Wall Street Journal Together these five prints proudly reach over 47 million people with a daily print circulation of over 22 million – Magazines, on the other hand, have more room for more in-depth content and features because of their broader publication cycles With more than 3,500 publications spanning everything from business to fashion and travel, the magazine attracts loyal readers and strongly influences their purchasing decisions Besides, many people consider TV as the leading tool in setting social trends, and almost every household in Japan has one – The ubiquity of smartphones and smart devices, now owned by almost two-thirds of the total population living in the country, has fueled the growth and influence of dashboards and social media networks festivals YouTube is the most used social media channel in Japan in terms of social media With over 65 million monthly users aged 18-64 in 2020 Followed by Twitter and Facebook With more than 50 million users, 45% of the total population and used both in private and corporate – Advertising costs of TV commercials, such as Fuji, TBS, Asahi, Yomiuri, etc Costs from 400,000 ~ 750,000¥ (15 seconds, time) To advertise in the press, its cost depends on each newspaper company However, the fee ranges from 20,400,000 to 47,910,000¥ To sum up, the media in Japan is very diverse and influences 90% of consumers buying from this country However, the challenge for companies is to choose ad formats that provide quick reach, engagement, and conversions, and fit within their budgets TV is the most popular media in Japan, it always has a high level of reach and interaction However, the cost to use this medium for the cheapest advertising is around 400,000 ¥/15 seconds, which is an expense worth spending because of the effectiveness it brings Meanwhile, mobile advertising allows companies to have information and control about buyers such as when, where, and when to reach customers Typically, the number of people using Japanese social networks is very high, this will be a perfect choice for companies Not only because of the wide coverage, but the percentage of successful results will increase IV MARKET AUDIT AND COMPETITIVE MARKET ANALYSIS Introduction Today, Japanese consumers seem to be more motivated to consume milk, as they consider milk consumption to have many health benefits One of the effects of the Japanese becoming accustomed to dairy products is that milk is no longer limited to Western cuisine Especially in recent years, dairy products have been incorporated in dishes or dishes that can be considered typical of Japan or even in new products exclusively Japanese When buying food, most Japanese will give the biggest priority to safe and nutritious food, the factors of price and taste will also follow This safety concern is particularly relevant to imported food items This is one of the challenges that food exporters face After knowing the needs and tastes of customers in the Japanese market Vinamilk launches a condensed coconut milk product line It is appreciated for its product quality and meets the tastes of the Japanese For some types of products, Japanese consumers are highly sensitive to continuous changes in selling prices, therefore, Vinamilk always attaches great importance to price stability Therefore, Vinamilk also needs to focus on investing in research to improve quality, diversify categories, and meet the tastes of customers Product Before entering the Japanese market, Vinamilk conducted a study on the culture and milk consumption behavior of Japanese people Since then, the company has successfully researched and developed Vinamilk condensed milk products for the Japanese market Condensed coconut milk products have milk and coconut ingredients, derived from plants, besides Fat, protein, fiber, vitamin C, iron, carbohydrates, can meet the milk needs of vegetarians or are allergic to cow's milk protein The effect of condensed coconut milk is to increase the content of HDL cholesterol in the body, helping to protect the endothelium or the lining of blood vessels In addition, it can also help reduce the level of LDL cholesterol (bad cholesterol) in the body if consumed in low amounts With the above effects of the product can meet the needs of diverse customers In addition to the nutrients contained in the product, condensed coconut milk also attracts consumers with its delicious new taste The product packaging is compact, designed by a round metal cylinder Just like other condensed milk products of Vinamilk The brand is designed with main colors, white and blue The language of product packaging includes Japanese (mainly), English, and Vietnamese 2.1 Evaluate the product by the intended market The product will be a fairly new type of milk drink on the market because the flavor combines milk and coconut Thereby arousing curiosity and excitement for customers The product will meet the nutritional needs of consumers by the nutritional composition and origin of the product It will have the opportunity to create a competitive advantage over competitors in terms of the novel taste of the product The Japanese demand for clean and natural nutritional products is always high Plant-based milk is a good choice According to nutritionists, the outstanding values that plant-based milk bring have been scientifically proven, that is, low in calories, and rich in vitamins Drinking coconut milk can be beneficial for people with normal or high cholesterol levels Reduce bad cholesterol in the body LDL in the body This product of the company has been highly appreciated by partners as well as experts for its application efficiency as well as nutritional standards A partner in Japan commented on Vinamilk's condensed coconut milk product, which was impressed not only by its precise and flexible service quality but also by its delicious taste and Japanese standards He appreciates the future development potential of this product Vinamilk is confident that it will be able to meet the strict demands of the milk market in Japan Because the company always upholds the quality of each domestic and international product The decisive factor to the survival of a brand is product quality Effective marketing campaign Only when the product quality is good and from there the brand is engraved in the minds of consumers Understanding this philosophy, Vinamilk always focuses on improving and maintaining product quality throughout the process of accessing international markets 2.2 Major problems and resistances to product acceptance based on the preceding evaluation Although condensed coconut milk products bring high health values to customers, a product from a Vietnamese brand is still quite unfamiliar to the Japanese And to convince them to choose to buy a Vietnamese product is quite difficult when they not have enough faith in the Vinamillk brand Because the composition of milk is plant-based, the calcium content in milk is not enough for the development of bones and teeth (coconut milk only has about 10% of the required calcium content) The carbohydrate content of condensed coconut milk is the lowest of all milk alternatives It may not be the best choice for people with high protein needs and growing children 10 Market 3.1 Describe the market in which the product will be sold Compared to Western countries, the Japanese dairy market is relatively new, and demand has continuously expanded since the end of World War II Milk was gradually incorporated into the Japanese diet and today's demand significantly exceeds the 7.4 million tons of locally produced fresh milk Japan is significantly dependent on imports, with a self-sufficiency rate of 62% Japan is the world's third-largest milk importer, with 520,000 tons of imported milk The majority of Japan's domestically produced milk comes from Hokkaido Prefecture, the northernmost region of the country While the popularity of dairy products has certainly increased, the domestic dairy industry (especially in recent years) has yet to show commensurate growth The number of dairy farms in Japan has decreased significantly by almost 20% in the past years The total herd of cows also decreased, although less severely with only 9% over the same period However, fresh milk production in general still decreased, leading to a decrease in the self-sufficiency rate The majority of dairy farms in Japan are small and mediumsized family businesses However, despite importing in large quantities from abroad, Japanese consumers still mainly emphasize personal preferences, leading to a rather special dairy market, much different from other markets As is the case with most Asian countries, milk has little or no place in the traditional Japanese diet J-Milk of Japan, an organization that promotes the use of milk and dairy products, conducts annual surveys on consumption and attitudes towards milk and dairy products The results of two survey reports (latest from 2016 and 2017) provide an insight into Japanese usage It can be seen that long-term lactose intolerance affects the perception of milk consumption by Japanese consumers Up to 40-98% of the Japanese population is lactose intolerant Many Japanese have low levels of the milk-degrading enzyme lactase Meanwhile, lactase is an adaptive enzyme, and it also helps increase the amount of milk you drink But today, young people especially children are encouraged to use milk Because milk is an essential part of the development process in young children That's why the younger generation handles milk better than their parents, and milk consumption in Japan has also increased quite a bit 3.2 Compare and contrast your product with your competitors' products Currently, there are hundreds of dairy businesses in Japan, as well as several condensed milk companies such as Morinaga, Eagle, Megmilk Snow Brand Hokkaido Milk, Tomato Corporation Condensed Cream, and others These are the oldest classic milk brands in the market, in which Morinaga accounted for 89.33%, Megmilk Snow Brand's Hokkaido Milk 7%, and Snow Brand's Megmilk Hokkaido “Zero fat” Condensed Milk won 2.92%, milk brands the remaining market share is quite small, less than 1% Thereby showing the popularity and preference of the Morinaga brand among Japanese consumers  Morinaga with the advantages of being produced from pure cow's milk, sucrose (44.4%), and convenient packaging This is a prominent milk brand with prices under 200 yen for a 120g product 11  Hokkaido Snow Brand Condensed Milk is the second-largest milk company in terms of market share, with products made from 100% Hokkaido fresh milk, without using fat Produced in Okoppe factory and made with milk expressed in Okoppe The highlight of this company is that they have "zero-fat" condensed milk products, with the main ingredient of synthetic sweeteners to help limit the amount of fat Hokkaido Snow Brand Condensed Milk products range from 205 yen to 216 yen for 130g Vinamilk has successfully researched a line of condensed coconut milk products, exported to the Japanese market, meeting strict standards and serving the increasing demand in the Japanese market This product of the Company has been highly appreciated by partners and experts for its application efficiency, nutritional standards, delicious taste, and Japanese standards Vinamilk's condensed coconut milk product costs about 300 yen with milk ingredients from cows raised according to organic standards, coconut flavor ingredients produced with natural ingredients are also a new highlight of the product The supply of Vinamilk's export products with typical coconut flavor (with the advantage of being a natural agricultural product), promises to have a lot of potential for development in the Japanese market and be able to compete with competitors in the Japanese market In general, the Japanese people's demand for general milk and condensed milk is increasing Because of the changes in shopping habits and new views on imported dairy products The above analysis shows that the strengths and limitations of Vinamilk condensed milk products, as well as the milk market in Japan, are creating opportunities or challenges for the company when entering the market With the new flavor that the product provides, it promises to create breakthroughs and competitive advantages in the Japanese market However, Japanese competitors have many years of experience and have gained the trust of consumers, when entering the market, Vinamilk will have to face this challenge mainly Therefore, coming up with appropriate strategies will help Vinamilk partly succeed in this market V PRELIMINARY MARKETING PLAN The marketing plan 1.1 Marketing objectives After Vinamilk successfully researched the line of sweetened condensed coconut milk products, the Company analyzed and evaluated the markets and found Japan to be a potential market As the Japanese demand for dairy products is increasing, especially plant-based milk for vegetarians; or those allergic to cow's milk protein Although Japan is a country with strict requirements for food products and specially imported foods, they love to discover new things Vinamilk's condensed coconut milk products have novel flavors and are suitable for most consumers of all ages (except infants) With about 120 million people in the target market (excluding children from to years old), the company aims to reach about 5% of its target customers in Japan after years of exporting (2022) 12 1.2 SWOT Analysis Strengths  Weaknesses Vinamilk has strong resources because it is a large enterprise  in Vietnam Besides good management experience proven by sustainable business results   system in Japan  Advanced production lines, modern technological equipment, high quality There is no widespread distribution The convenience of product packaging is not high  Securing the source of raw materials (Vinamilk built its farm The Vinamilk brand is still new to Japanese consumers and supplied milk)  The company has a lot of experience in entering new markets  The product is plant-based milk for vegetarians or those allergic to cow's milk protein and has a new taste   Products meet the strict criteria of Japanese imports Opportunities The demand for Japanese dairy products is increasing day by Threats  day  The Japanese love to discover new products   import and export activities Sensitive business The number of large potential customers is about 120 million affecting consumers' people (over years old) businesses to always ensure product Japan's milk market is mainly imported Condensed milk has quality   fewer competitors than other types of milk  The pandemic has led to disruptions in areas, directly health, require Facing a series of big competitors that Vietnam and Japan are both members of the WTO, so have established a foothold in the exporting goods will be easier Japanese market (Morigana, Hokkaido, )  Milk substitutes are on the rise 1.3 Product adaptation or modification Regarding products, Vinamilk decided to develop in the direction of adaptation in addition to standardizing product packaging This is to meet the consumption habits of each country The Japanese attach great importance to product quality, especially those related to health In addition, in Japan, the population structure is old, so the number of people over 40 years old accounts for a very high percentage At this age, they pay special attention to their taste and daily eating habits Therefore, the company has created a product with a slightly lower sweetness than Vietnam The sweetness is mainly from coconut, while sugar accounts for a relatively low percentage compared to conventional condensed milk products As a result, Vinamilk's condensed coconut milk will be very suitable for most subjects, including the elderly (who are at high risk of 13 diabetes) The production of products based on the needs of Japanese consumers will certainly bring about high product consumption efficiency and contribute to increasing Vinamilk's market share in Japan a) Core component:  Functional features: Vinamilk is stepping up its R&D efforts to create innovative products rich in local flavors to satisfy the diverse tastes of global customers Vinamilk has successfully researched a line of condensed coconut milk products, exported to the Japanese market to meet strict standards and serve the increasing demand for milk of plant origin, for vegetarians, or allergic to cow's milk protein  Condensed coconut milk “COCO SWEET” is fragrant and greasy coconut milk This product is the perfect substitute for the regular condensed milk that is popular in the Japanese market Being a gluten-free product, containing no dairy products or trans fatty acids, this is an important factor in helping Vinamilk demonstrate its quality and promise to customers as well as being loved in Japan Mix Coco Sweet with a little hot water, we will have a cup of fragrant and nutritious milk for the morning Customers can also enjoy Coco Sweet just by sprinkling them on pancakes In addition, customers can enjoy many combinations such as pairing with toast and granola, dipping with strawberries, or shaved ice in the summer It creates a rich and delicious flavor, so it is recommended for menus where you want to make the coconut flavor work a) Packaging component: Coco Sweet with round cylindrical tin packaging is properly tested with two main colors white and blue to ensure the strict requirements of Japan Because in the export way, metal is very durable and can protect the items inside from damage Furthermore, tin packaging is significantly more durable than paper and plastic Metal is made to be durable and can be reused over and over again In addition, Japanese consumers are looking for ways to reduce their carbon footprint and live more sustainably, environmentally friendly Since metal is widely known to be easy to recycle and poses less of a risk to people and the planet than plastic, using it in product packaging can help you connect with consumers who want to go in the green direction The packaging will use mainly Japanese besides Vietnamese and English Because the Japanese always preserve traditional cultures and especially the Japanese language They don't usually use English or other languages To successfully develop our products, we need to understand the culture in the consumption habits of each market 1.4 Promotion mix: Regarding promotion, Vinamilk will follow the direction of Globalization That means we will promote our products in Japan just like we did in Vietnam Evidence shows that product promotion campaigns in Vietnam have gone smoothly and achieved certain successes (Vinamilk is currently the leading dairy brand in Vietnam and is gradually dominating foreign markets) Following that success, after carefully analyzing the Japanese market, we decided to use similar promotional strategies in Japan At the same time, we are also 14 constantly looking for new and innovative promotional strategies to attract Japanese consumers and distributors Because the Japanese market will have changed in the present and the future; consumers always want to experience innovations and creativity a) Advertising Vinamilk brings to many Japanese customers Coco Sweet products with special flavor from coconut, a local fruit of Vietnam For the product to be known and used by a large number of Japanese people, Vinamilk uses advertising because this is the most effective means of communication Thereby helping them have an overview of the product before deciding to buy Moreover, Vinamilk will contribute to increasing brand recognition and creating a trust for Vietnamese branded products Vinamilk commits to product quality and fulfills what it promised In particular, Vinamilk wishes to build the reputation of a Vietnamese brand in addition to the goal of increasing sales in Japan Regarding Marketing Mix, Vinamilk uses media mix to meet marketing goals as well as reach target customers effectively In Japan, Coco Sweet - Vinamilk's new product will be advertised in famous online newspapers, besides running ads on social networking channels Youtube, Facebook, Twitter, It will also appear in many convenience stores and supermarkets with clear information about the product's ingredients and uses Regarding the message and efforts to export Vietnamese products to the world market, including Japan, Vinamilk has commitments to contribute to affirming the value and enhancing the reputation of the Vietnamese national brand in the world Vinamilk builds in the direction of sustainable development, paying special attention to human health through researching high-quality products not only for Vietnamese people but also for the world community, and Coco products Sweet is a special product for the Japanese market a) Sales promotions First of all, Vinamilk uses sales promotion to increase sales volume in Japan and help to launch new products - Coco Sweet and also increase trials Moreover, sales promotion has to apply because it encourages repeat purchase, block competitors’ moves; supplement advertising and personal selling efforts Coco Sweet products are sold in a variety of stores in Japan The Coco Sweet costs ¥300 in Japan Vinamilk has applied attractive promotions for customers when buying Coco Sweet products: Vinamilk displayed goods at stalls (in the supermarket) and held product trial sessions, and also offers a 10% discount for Japanese customers every time they buy Coco Sweet products for month after launching a new product In addition, when buying or more products at the same time, customers will be given other Vinamilk products such as Ong Tho condensed milk 40g, Coco Fresh 330ml, This not only helps promote the sale of Coco Sweet but also helps promote other Vinamilk products to customers 1.5 Distribution: From origin to destination  Port selection Seaports are the gateway for import and export goods and the focal point for converting modes of transport from sea transport to rail, road, and inland waterway transport Therefore, the seaport system and 15 logistics services associated with seaport exploitation always play a particularly important role in economic development Japan is a country with a long coastline, this country has developed very strongly in seaport services Moreover, many consumer goods in Vietnam have been exported to Japan by sea over the years Therefore, Vinamilk decided to choose the sea route as the main method of transporting products to Japan The origin port will be Ho Chi Minh and the Destination port will be Tokyo Both ports are important transport hubs of the two countries, so it is very easy to transport and coordinate products to distribution channels Shipping time will be about days In addition, for cases of urgent need or problems with sea transportation, we will switch to air freight Flight time will be from 8-12 hours However, we will try to limit shipping by air as it is much more expensive than sea shipping  Packing Packaging is very important in the process of importing Japanese goods For labeling regulations, all information must appear in Japanese, the type of product must be listed as well as a list of ingredients, and special conditions to keep the product safe The product must have a label showing the net weight in grams for Vinamilk condensed milk, the date of manufacture, and the expiry date of the product The information about the manufacturer also needs to be listed in detail to ensure the quality and transparency of the product Documentation required The documentation required for Vinamilk to enter Japan must be correct The bill of lading has three main components (1) an evidence of a contract of carriage between an ocean freight carrier and the shipper; (2) a receipt for goods; (3) a document of title on shipped goods The dock receipt “is a document issued by a direct ocean freight carrier to acknowledge receipt of ocean freight shipment at the carrier's shipping terminal”(AMID Logistics ) If Vinamilk uses Japan Airlines airways this is just a receipt of proof that the goods are on the airline and the contractual agreement between Vinamilk and JAL airways The commercial invoice states all the transactions between all parties A statement or certificate of origin entails the information of the origin of the product and where it will be shipped too Insurance claims must be implemented for Vinamilk to protect our product Vinamilk has a traffic management team that handles all freight details 1.6 Channels of distribution Retailers Japan is still the 2nd biggest retail market in the world with 127 million consumers This gives the company around 70,000 stores to choose from With this huge number, Vinamilk will take advantage of the system of retailers in convenience stores such as Seven Eleven, Family Mart, and Lawson, grocery stores, mobile stalls for the display of goods where people often gather to promote condensed coconut milk products Temporary pop-up stores for a day, a few days or a few weeks, held anywhere like malls, trade fair, this makes for the brand to interact with customers more, and the experience of tasting condensed coconut milk on 16 the spot Product is appearing often with higher frequency, thereby improving consumer awareness and increasing sales Potential customers are wives, housewives, vegetarians, allergic to animal milk Because the product price is relatively cheap, it is suitable for most families in Japan, including low-income families Coconut milk products are still new, so they will attract fans from retailers in Japan In addition, today the Internet is becoming more popular than ever There are many people making purchases online, especially during the pandemic With the many benefits that e-commerce sites bring, Vinamilk will cooperate with them to catch up with consumers' buying trends Vinamilk will cooperate and distribute products to retailers at e-commerce sites such as Amazon, Rakuten, Wholesale middlemen Increase customer reach, reduce contact points for manufacturers and customers: The distribution network covering all provinces and cities, creeping into every corner in rural and urban areas, Manufacturer's products can be more easily accessible to consumers Customers also only need to contact a few retail points to quickly own products of different manufacturers Wholesalers in addition to selling to retailers, also sell to target institutional buyers Organizational buyers are those who buy in bulk, not often trade or trade-in the purchased product (university, schools, airports, and hospitals, ) there are orders with huge quantities, bringing high revenue and profit Partnering with marketers, affiliates (bloggers, vloggers) to promote condensed coconut milk products, is almost a risk-free strategy, as it will only pay for affiliate marketers when their subjects buy coconut milk products Partner with influencers to engage their followers to use and review condensed coconut milk products The quality of customers referred by influencers is usually high Participating in trade shows, is a surefire way to get qualified, potential customers Invest in signage, display an eye-catching sample of coconut milk products with a prime display location and have a sales consultant with experience and excellent communication skills Perfectly planned and executed, there's no better source of leads than a trade fair Warehousing Vinamilk will build a smart warehouse near the port of Tokyo This will make transporting goods easier and more cost-effective At the same time, from the center of Tokyo Vinamilk can easily transport goods to the distribution channels efficiently and safely With the application of intelligent machine systems to production, the warehouse operation process is fully automated The company uses intelligent robots that are scientifically programmed into the production process at the warehouse, thereby improving labor productivity Labor productivity is increasing With this system, the robot will automatically transfer finished goods to the pallet warehouse, with a capacity of 27,168 shipments In addition, the new technology Exyz loading and unloading machine has completely replaced the team of loading and unloading workers, the machine can load and unload 17 up to 10 tons of goods/day All smart warehouses of Vinamilk are managed by an intelligent computer system These are specially designed industrial computers with high-performance microprocessors that help in storage, retrieval, processing, etc requirements during production The manager will monitor the operation of the conveyor belt through the computer, when the conveyor has a problem or malfunction, the machine will send a signal for the manager to adjust and take appropriate action Warehouse costs depend on the area and rental location With its location near the port of Tokyo, the cost will be very high, along with the application of technologies to ensure product quality and convenience, it also requires strong financial resources 1.7 Price determination Price is one of the important links determining the success of each marketing strategy in general and with Vinamilk's marketing strategy in particular According to surveys, although the quality of Vinamilk's dairy products is always up to international standards, the price is always much lower than that of similar foreign products Coming to the Japanese market, Vinamilk still applies the same pricing strategy as it has applied to the Vietnamese market In the context of the dairy market in the world in general and in Japan in particular, there is fierce competition in all aspects The application of a low-cost strategy will bring high efficiency That means Vinamilk will create products at a lower cost than competing companies but still ensure the quality of international standards This strategy not only increases operational efficiency for the company but also stabilizes prices and brings practical benefits to consumers In Japan, the Coco Sweet costs ¥300 for a 365g product Coco Sweet has a lower price than existing condensed milk lines on the Japanese market Because Vinamilk's main objective is to maximize shareholder value and pursue a business development strategy Then the selling price will be calculated to maximize revenue and profit Vinamilk will focus all resources to become a dairy and healthy food company with the fastest and most sustainable growth in the Japanese market by building product lines with long-term competitive advantages To achieve the set target, Vinamilk accepted to lower the selling price as much as possible to reach the largest market size Vinamilk accepts to reduce profit or compensate by trading many different product lines to share the burden of spending with consumers A quality product at a reasonable price will surely attract a lot of customers in Japan Pro formula financial statements and budgets  Marketing budget To implement the above marketing strategies, Vinamilk has budgeted as follows: CAMPAIGN TYPE QTY PROJECTED COST PER UNIT PROJECTED SUBTOTAL National Marketing Banner Ads ¥750,000 150 ¥5,000 ¥750,000 Public Relations Press Releases Trade shows ¥1,600,000 24 ¥25,000 ¥200,000 18 ¥600,000 ¥1,000,0 00 Content Marketing ¥2,540,000 Sponsored Content 50 ¥50,000 ¥2,500,000 Landing Page 20 ¥2,000 ¥40,000 24 ¥9,900 ¥237,600 100 ¥5,000 ¥500,000 50 ¥10,000 ¥500,000 20 ¥25,000 ¥500,000 Social Media Twitter Facebook Youtube ¥1,237,600 Online Blog ¥500,000 Advertising ¥2,250,000 Television ¥450,000 ¥2,250,000 ¥100,000 ¥300,000 Market Research ¥300,000 Surveys Other Gifts ¥180,000 3000 ¥60 Total ¥180,000 ¥9,357,600 After budgeting, Vinamilk determined that about 9,357,600 JPY (~ 80,843 USD) is needed for marketing strategies to bring Vinamilk's condensed coconut milk products to the Japanese market This cost is applied in the first year when the new product arrives in Japan, after having the results of one year of business operation Vinamilk will design other marketing plans for the following year From the first year's experience, the company will have more appropriate budgets to save costs and increase business efficiency for the company CONTENTS I INTRODUCTION 1 Short profiles of the company The product to be exported, and the country with which you wish to trade II CULTURAL ANALYSIS Geographical setting 2 Social institutions .2 2.1 Political system 2.2 Legal system 3 Living conditions .4 3.1 Diet and nutrition .4 Language III ECONOMIC ANALYSIS Population Economic statistics and activity 2.1 Gross national product .5 2.2 Trade restrictions .6 2.3 Inflation rates .7 Channels of distribution Media 19 IV MARKET AUDIT AND COMPETITIVE MARKET ANALYSIS Introduction Product .9 2.1 Evaluate the product by the intended market 10 2.2 Major problems and resistances to product acceptance based on the preceding evaluation 10 Market 10 3.1 Describe the market in which the product will be sold 10 3.2 Compare and contrast your product with your competitors' products 11 V PRELIMINARY MARKETING PLAN 12 The marketing plan 12 1.1 Marketing objectives .12 1.2 SWOT Analysis .12 1.3 Product adaptation or modification 13 1.4 Promotion mix: 14 1.5 Distribution: From origin to destination 15 1.6 Channels of distribution 16 1.7 Price determination 17 Pro formula financial statements and budgets 18 References Cultural Analysis Vinamilk tiếp tục khẳng định uy tín xuất khẩu, tăng trưởng ổn định đại dịch (2021) Retrieved 22 December 2021, from https://www.vinamilk.com.vn/vi/tin-tuc-su-kien/2332/vinamilk-tiep-tuc-khang-dinh-uy-tin-ve-xuat-khau-tang-truong-on-dinh-trong-dai-dich Japan | History, Flag, Map, Population, & Facts (2021) Retrieved 22 December 2021, from https://www.britannica.com/place/Japan Japan - The role of government (2021) Retrieved 23 December 2021, from https://www.britannica.com/place/Japan/The-role-of-government Economic Analysis Japan Population (2021) - Worldometer (2021) Retrieved 22 December 2021, from https://www.worldometers.info/world-population/japan-population/ Japan Population Growth Rate 1950-2021 (2021) Retrieved 22 December 2021, from https://www.macrotrends.net/countries/JPN/japan/population-growth-rate Japan - Age distribution 2020 | Statista (2021) Retrieved 22 December 2021, from https://www.statista.com/statistics/270087/age-distribution-in-japan/ Japan - Gross domestic product (GDP) growth rate 2026 | Statista (2021) Retrieved 23 December 2021, from https://www.statista.com/statistics/263607/grossdomestic-product-gdp-growth-rate-in-japan/ GDP growth (annual %) - Japan | Data (2021) Retrieved 24 December 2021, from https://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG?locations=JP Japan: current account balance 2020 | Statista (2021) Retrieved 24 December 2021, from https://www.statista.com/statistics/650019/japan-current-accountbalance-of-payments/ 10 Japan Current Account | 2021 Data | 2022 Forecast | 1985-2020 Historical | Calendar (2021) Retrieved 25 December 2021, from https://tradingeconomics.com/japan/current-account 11 Japan Imports By Category (2021), from https://tradingeconomics.com/japan/imports-by-category (2021) Retrieved 27 December 2021, from https://www.mofa.go.jp/region/asia-paci/australia/study0504/chapter4-2.pdf 12 Japan - Import Tariffs (2021) Retrieved 27 December 2021, from https://www.trade.gov/knowledge-product/japan-import-tariffs 13 Inflation, consumer prices (annual %) - Japan | Data (2021) Retrieved 27 December 2021, from https://data.worldbank.org/indicator/FP.CPI.TOTL.ZG? locations=JP 20 14 Here's how Japan has become a leading technological power (2021) Retrieved 27 December 2021, from https://newsonjapan.com/html/newsdesk/article/124622.php 15 Japan: number of shopping malls | Statista (2021) Retrieved 25 December 2021, from https://www.statista.com/statistics/670395/japan-shopping-mall-numbers/ 16 Convenience Stores (2021) Retrieved 25 December 2021, from https://www.japan-guide.com/e/e2071.html 17 Japan: retail sales value 2020 | Statista (2021) Retrieved 25 December 2021, from https://www.statista.com/statistics/670489/japan-retail-sales/ 18 Topic: Wholesale trade in Japan (2021) Retrieved 26 December 2021, from https://www.statista.com/topics/7492/wholesale-trade-in-japan/#dossierKeyfigures 19 2019 Media Trends in Japan: How Old Media is Staying Relevant freshtrax - btrax blog (2019) Retrieved 26 December 2021, from https://blog.btrax.com/mediatrend-in-japan-how-old-media-stay-relevant/ 20 Introduction to Japan and Its Media Market - Kyodo PR (2019) Retrieved 26 December 2021, from https://kyodo-pr.com/japan-market-media-overview/ Preliminary marketing plan 21 Tiểu luận Quản trị Chiến lược Vinamilk (2020) https://www.slideshare.net/quangdai102/tieu-luan-qun-tr-chin-lc-vinamilk 22 Vinamilk SWOT and PESTLE Analysis (2021) https://www.swotandpestle.com/vinamilk/ 23 Vinamilk tiếp tục khẳng định uy tín xuất khẩu, tăng trưởng ổn định đại dịch (2021) https://www.vinamilk.com.vn/vi/tin-tuc-su-kien/2332/vinamilk-tieptuc-khang-dinh-uy-tin-ve-xuat-khau-tang-truong-on-dinh-trong-dai-dich 24 Vinamilk vows to continue developing national brand on world market (2020) https://vietnamnews.vn/economy/816138/vinamilk-vows-to-continue-developingnational-brand-on-world-market.html 25 世世世世世世世世世世世世世世世世 50 世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世世(2021) http://www.imaigroup.com/topics/images/updatedvinamilk_forbuyers.pdf 26 DANH SÁCH CẢNG BIỂN TẠI NHẬT BẢN (JAPAN) (2021) https://www.nitoda.com/n/danh-sach-cang-bien-tai-nhat-ban-japan-175 27 Chiến lược giá vinamilk (2015) https://www.slideshare.net/ndthien23/chin-lc-gi-ca-vinamilk 28 http://www.ceo360.vn/chien-luoc-gia-cua-vinamilk/ 29 https://khocangthongminh.com/kho-hang-thong-minh-trong-quy-trinh-san-xuat-sua-vinamilk/ 30 31 21 ... appropriate strategies will help Vinamilk partly succeed in this market V PRELIMINARY MARKETING PLAN The marketing plan 1.1 Marketing objectives After Vinamilk successfully researched the line of sweetened... success of each marketing strategy in general and with Vinamilk's marketing strategy in particular According to surveys, although the quality of Vinamilk's dairy products is always up to international. .. and budgets  Marketing budget To implement the above marketing strategies, Vinamilk has budgeted as follows: CAMPAIGN TYPE QTY PROJECTED COST PER UNIT PROJECTED SUBTOTAL National Marketing Banner