The marketing environment
The macro-environment includes the broad features that affect the market and marketing activities as well as the factors of the microenvironment.
Affecting directly or indirectly the business operations of the enterprise as well as the customers purchasing behaviors.
- Consist of: climate, terrain, natural resources and other factors
- Natural factors affect businesses’ marketing activities
- Prioritized the human habitat problems b) Sociocultural (social):
- Consist of: traditions, culture, customs, practices, religion, etc These factors have big impact on the customers buying behaviours.
- Businesses need to find solutions in order to adapt to these national identities c) Population:
- Population size, population structure (age, sex, population growth rate and population distribution, )
- These population size and structure will be used directly in the business markeitng strategy
- With the development of urbanization, business should always renew their methods, technologies and marketing plans d) Economic:
- Economic growth, inflation, unenployment, interest rate, etc.
- Economic organizations influence on the market
- Provision problems and demarketing e) Technological:
- Technology science develops consistently, it affects the marketing mix (4P)
- Businesses should always observe and renew technology so that efficiency and maximum quality can be achieved to compete with other businesses in the market f) Political:
- Political stability, political structure, adminstration, laga; regulation
- The micro marketing environment are the factors that affect directly the company and its ability to meet customer needs
- These factors are divided into 2 groups: external and internal a) Internal factors
Normally companies are organized with a functional paradigm:
Departments have different goals to pursue, that’s why each department's goal is never the same as the others
In order to reach a consensus with a high rate, the marketing department needs to make marketing decisions on condition that thay are subjected to the company’s substraints such as motto, goals, strategies, etc. b) External factors
The STP strategy
- Divide larger market into groups of people with similar demands and respond similarly to marketing stimuli
- Seek within-group sameness (homogeneity) and between-group difference heterogeneity)
- The process of selecting the segment to serve
- The firm’s goals and strengths must fit with the needs of the segment
Create clear, distinctive, and desirable place relative to competing products in mind of target customer
Marketing mix (4P)
Promotion
Includes all activities that involve communicating with the customer about the product and its benefits and features This includes raising awareness through different mediums to increase sales, as well as to create and foster brand loyalty.
STATUS OF THE MARKETING STRATEGY OF TH TRUE MILK
INTRODUCTION
- Although TH True Milk’s dairy products have just been lauched on December 26, 2012, so far they have gained many admirable achievements, received lots of high praises for their milk quality by using foreign technological technique and becoming a worthy competitor against other long-standing dairy brand What helps this dairy company achieve so many rapid successes in the Vietnamese dairy market?
- TH True Milk Company, all so known as TH Milk Food Joint Stock Company, belongs to TH Group The enterprise was established under the financial advice of Bac A Commercial Joint Stock Bank Entering the Vietnamese market since 2010, the company always aims to produce the most authentic "fresh milk" products.
- For only 12 years, TH True Milk has achieved many proud achievements In
2013, the company inaugurated a clean fresh milk factory with a capacity of 500,000 tons/year Dairy cows are raised according to high technology standards, with more than 45,000 cows carefully selected from New Zealand, Australia, Canada, etc.
- During following years, TH won the love and trust from consumers and local
“Viet Nam’s High-Quality Product” prize for three consecutive years of
“Reliable Supplier in Viet Nam 2011”
“Agriculture Enterprise applying High-tech”
“Trusted Brand” by National Quality Assurance Agency
Mision and vision statement: a) Mission:
- With the spirit of being close to nature, TH Group has put all its effort to nutrify Vietnamese people body and soul by providing food products derived from nature which are clean, safe, fresh, delicious and nutritious. b) Vision:
- The TH Group aims to become Vietnam’s leading manufacturer of farm product Nowadays TH cluster is that the second-ranked farm manufacturer, behind Vinamilk JSC, in Vietnam The core of the strategy of the cluster is anchored within the conception of “True Milk” or “True natural Milk” (thật sự thiên nhiên), i.e it doesn't use powder milk for process The corporate is pleased with the actual fact that: All product area unit made up of “fresh clean pure milk” created within the TH industrial farm (Hoàn toàn tư sữa tươi nguyên chất của trang trại TH) For this reason, all the product area unit oversubscribed below the complete “TH True Milk”
- Desire to bring fresh, clean, delicious and nutritious dairy products to vietnamese consumers TH recognizes the quality of milk as an important factor in production and development By applying the world's end-to-end technologies into the entire closed production process TH’s products always ensure the criteria of freshness, keep the essence of nature intact and meet international material standards.
- The company has introduced to the market more than 70 products on the basis of fresh milk The company is always aiming for the path of clean fresh milk products, clean food, and clean drinks.
- According to retail measurement data of the whole market in November
2018, TH True Milk milk grew by nearly 22% in volume and 30% in revenue Up to now, TH True Milk's market share in the fresh milk segment in urban retail channels has reached 40%.
- Since 2017, TH True Milk Company has made leaps and bounds in business. Net profit in 2017 was 319 billion VND, in 2018 it was 450 billion dong. Within 5 years from 2014 to 2018, TH's net profit increased 15 times.
- In 2018, TH Company reached the revenue milestone of more than 7,000 billion VND, faster than the roadmap set by the leadership This achievement was achieved thanks to the outstanding growth of fresh milk products After only 10 years, the amount of milk in the country increased significantly, helping to reduce the number of imported powdered milk to be reconstituted from 92% in 2008 to more than 60% at the present time.
- On January 31, 2018, TH True Milk Company inaugurated the first high- yielding dairy farm in Moscow, Russia This is a project within the framework of the complex of dairy farming, high-tech milk processing and a number of food projects with a total investment capital of up to 2.7 billion USD of the company in the Russian Federation.
- The founder and Chairman of the Board of Directors of TH Dairy Foods Joint Stock Company is Ms Thai Huong - Top 50 most powerful businesswomen in Asia Ms Huong is the leader and driver of TH Milk Food Joint Stock Company to achieve the success it is today.
- However, she decided to step back behind the scenes to work as a consultant for the enterprise's business activities after more than 10 years of working.
- Milk products: UHT fresh milk, pasteurized milk, formula fresh milk Th Topkid, TH True yogurt, TH True nut
- TH True Butter, TH True Cheese
- Beverage: TH True Rice, TH True juice, TH True juice milk
- Food: Japonica FVF rice, NASU sugar
MARKETING ENVIRORNMENT
- Distributor: TH Dairy Joint Stock Company and TH Transport Joint Stock Company
- Retailer: We can easily find TH's products at stores, agents, big retail systems such as Co.opmart, Big C, Maximart, etc There are also separate retail systems called TH True Mart This system promotes the user about the quality of the item as well as their own style There is also a hand-delivery service to consumers at TH True Mart. b) Customer:
- TH's customers are families with young children with moderate or higher income In addition, it is also aimed at young people who like natural products, aged from 15 to 25.
- TH is under a lot of pressure from customers:
Price pressure: customers always want to buy cheap but good quality products
Quality pressure: customers want quality products, especially pasteurized products such as milk c) Collaborator:
Collaboration with HAGL: Why HAGL brand?
- Becoming a leader in agriculture filed as farm sugar cane, rubber.
- 70% cost of cow farm is food for cows, HAGL able to use sub-productions through sugar-cane farm and corn
- Owner more than 100.000 hectare agriculture land in Vietnam, Lao, Cambodia
- HAGL interested in cow farm and intend to use 30.000-hectare land for it.
- HAGL already have project for cow farm & factory in Laos.
- Agriculture structure of HAGL in Laos already set up in few years ago Now, this system run smoothly and upgrade with stable work.
- HAGL is well-known brand in Vietnam
- This Group has a chairman who has business theory very aggressive His determination always keeps direction to target long-term vision It is very important in milk market and TH true milk
- TH true milk target increase factory power and revenue It need a healthy financial in long way The cash flower return lower than other major.
- In milk market, HAGL have not entered this market And they also have not plan to sale milk, their goal is 50% sales beef meat and 50% milk sources.
- Collaboration with HAGL as Joint venture cow farm This is first step of expand production size of TH True Milk We believe that TH True Milk will competitive massively in fresh milk after 2 years of collaboration.
- TH True Milk will borrow bank 100M$ for first part and use 50M$ from capital It protects safely financial status.
- After 2st Part, totally TH True Milk become 1st number of cows more than 200.000
- This result will match company target in 2017 with gaining 50% number of cows in VN
- Cost saving compare with set up factory without collaboration It also reduce risk in operation, financial half
- Famous packaging technologies from Sweden and Schweizerland had been considered as a proof of clean, sterilized milk Their respectability are much suitable for Vietnamese routine use of the milk carton bottle.
Afimilk (Israel’s leading milk technology producing group):
- In July 2013, the company placed its $100 million 200,000-tonne-per-year facility uses technology from global leaders such as Siemens, Danfoss and Grundfos The facility is part of TH true Milk’s $1.2 billion hi-tech dairy cow and fresh milk processing project, making it the most advanced of its kind in Southeast Asia TH true Milk also has a 200-tonne per day milk facility in the northern province of Hung Yen which began operations in 2010. d) Competitor:
Strength: Understand the consumer culture, quite modern production technology, high product quality, reasonable price
Weakness: Haven't created a strong brand, products are not diversified, lack of management experience, limited vision, not enough raw material resources
- Foreign dairy companies: Nestle, Abbott, etc.
Strength: strong brand, strong product quality, large capital, diversified products, large distribution channels, modern production technology, skilled workers
Weakness: still not understand well the new market, have not overcome the cultural and political barriers, the price is quite high and have to be imported
Vinamilk: Vinamilk is the top of companies ranking in Vietnam about manufacturing not merely milk but also many products from milk.
Manufacturing technology achieves international standards.
System of distribution and selling covers many areas.
A familiar brand and trusted by Vietnamese consumers for more than
Diversified product portfolio, largest market share in Vietnam Việt
Wide distribution network with many distribution channels according to different models
Meet difficulty in focusing the kind of natural milk
Haven't mastered the source material yet
The market share of powdered milk is not high and cannot compete with competitors in the same industry
Dutch Lady: So far Dutch Lady Vietnam has a large market in whole
Vietnam In there, Dutch Lady have many market segments following the age including the small child, child, teenager and adult; following the kind of milk products consisting on sterilized milk, condensed milk Because Dutch Lady makes menu segments, they set slogan for the natural milk which is called: “Ready for life!” and for impressing their various products for all age which is called: “cùng bé yêu khôn lớn” to distinguish with other IQ’s messages.
Distributing system covers many areas.
Locating a power position of brand name.
Strong brand, understand people's consumer culture
Good customer care system, reasonable prices, diverse products
Not having the ability to self-control the source of raw materials
The quality of raw materials cannot be managed, unstable
Creating barriers for dairy farmers
Not having a large market share in the powdered milk segment e) Company:
- TH True Milk was established in 2008 The meaning behind the name TH is True Happy (“Hạnh phúc đích thực” in Vietnamese) Even so, some people think it refer to Thái Hương – the founder of the company
- The TH True Milk project was started in 2009 with the import of Israeli dairy technology and thousands of cows from New Zealand From that point on, that business began to grow rapidly.
- Today, the enterprise has become a leader in the production of "clean" fresh milk, with a herd of up to 45,000 cows imported and cared for under a special regime.
- In December 2010, TH True Milk was officially introduced to the market By
2013, this company has achieved accumulated revenue of approximately 6,000 billion VND The revenue of 2013 alone reached 3,000 billion VND.
- And after the success of TH True Milk project, the business has also invested in many other projects such as:
Project of dairy processing in Russia This is the second project of a combination of dairy farming and concentrated industrial dairy processing in
TH True Milk’s 10-year long-term investment strategy in Russia with a total capital of 2.7 billion USD.
Vietnam’s first export of dairy products to the
This is the result of the drastic and effective implementation of veterinary and public health requirements for Vietnam’s dairy products exported to China of the Protocol signed on April 26, 2019
- TH is an enterprise with a late starting point compared to its seniors such as Vinamilk, Dutch Lady, etc., but has gained a large market share in Vietnam. Marketing strategies are extremely diverse and effective Bring TH closer to consumers from remote and poor areas
- In the second half of this year, the trend of "reducing manpower according to the roadmap" still takes place proactively to reduce costs In that context, businesses like TH Group still steer their business boat very well to stand and develop.
- In the midst of the pandemic, all HR policies, remuneration, benefits and compensation at TH Group have been kept stable and improved This is thanks to the fact that enterprises are fully autonomous in terms of supply
- Tax policy: the tax levied on imported dairy products is high, it is likely to continue to increase in the future
- Opportunity: Increase TH True Milk's competitiveness against other imported milks
- Challenge: Very fierce competition with the domestic dairy market
Special offer: Large enterprise majoring in breeding animals, technical services and product consumption, household raising households focusing on raising dairy cows and exploiting milk.
- Opportunity: Upgrading and expanding dairy farms with high growth, aiming to dominate the domestic dairy market.
- Challenge: Competitors with TH True Milk are also ready to seize the opportunity to create a potential competitive threat Raw material suppliers can also become major competitors If you do not take advantage of these advantages, you will easily be surpassed by your competitors and lose the market
- In summary: TH True Milk has advantages in development, production expansion, upgrading and scale expansion Get closer in dominating the domestic dairy market and surpassing competitors Moreover, TH also has many advantages when competing with foreign competitors But difficulties still exist that is the fierce competition of domestic competitors such as Vinamilk, Dalat Milk, Dutch Lady, etc. b) Economic:
- Inflation: Average annual inflation is expected to be around 3.2-3.8% in 2021
- Opportunity: The market will be expanded more and more, creating advantages for TH True Milk to develop strongly
- Challenge: When the inflation rate decreases, the prices of goods and products also decrease Along with that, the minimum wage increases making the choices of customers more diverse TH has also partly lost its advantage in the Vietnamese dairy market. c) Sociocultural (social):
- In the 4.0 era, the world is developing more and more, people's awareness and understanding are also increasing, so the requirements for clean and safe food are given top priority Avoid the “more chemicals than food” situation.
In a natural way, TH has quickly satisfied users with the motto "clean milk",
"all for public health". d) Technological:
STP MARKETING
- Urban: Advertising programs, sale, delivering of TH true milk takes place almost in cities: Ha Noi, Vinh, Ho Chi Minh city, etc.
- Rural: TH true milk product aren't used a great deal and if truth be told, it's buying power and within the future, TH true can develop this market over 70% of the population a) Demographic:
18-40: consumers and people who decide which brand of milk to chose from
- Occupation: housewife, student, bartender, baker, beauty blogger, etc
- Education level: Kindergarten, Primary School, Secondary School, High school or University/College, Postgraduate
- Income: Financial autonomy (low, medium and good income), some groups of customers depend on their families (eg: children, students, etc).
- Family size: family of 3-4, single, etc b) Psychographic:
- Lifestyle: Health considerate, openness to trying new brands and products
- Personality: active, care for their family and their own health, love natural products, price sentitive, etc
Young children: Need a product that provides nutrition for studying, socializing, still depends on their parents but they can have influence on what product the family should buy
Teenagers and College students: Need a product that can provide energy for a very active lifestyle This group decides what to buy themselves as they now have the financial ability to pay for what they want (very price sentittive)
Adults: Need a product that can provide calcium for their body This group is less price sensitive and rather focus more on the quality (less price sentitive)
Families: Need a high-quality product to provide nutrition for their children (Less price sensitive)
Cafe shops and Restaurants: Usually need a large amount of high- quality product. c) Behavioral:
- Occasion: buy to consume, new release event, sale event, etc.
- Usage rate: daily/heavy users, regular user, medium or light users
- Loyalty status: regular users, potential users, first time users
- TH True milk market mainly focuses on those who have demand for
"Clean" milk, natural milk, high quality, reasonable price, and customer age group: 3-35 years old to satisfy the needs: good for health, beauty, weight loss, height gain, etc.
- Human beings need loads of nutrition and consume a giant quantity of milk for his or her physical development at this stage (5 – 14 years old) over old have an outsized demand for nutritious product for his or her children’s physical development
- Although there are many competitors in the market today, TH TRUE Milk has succeeded in positioning its brand by occupying the word "CLEAN", hitting the customer's mind with the slogan "Thật sự thiên nhiên", "Tinh túy trong từng giọt sữa”
- Besides, TH's matcha green tea yogurt also continues to emphasize the element of "Clean fresh milk" derived from TH's dairy farm, not made from powdered milk like other competitors in the market and in the market The green tea yogurt has the anti-aging compound EGCG to beautify the skin from natural Japanese green tea.
TH true milk has maintained its position of NATURAL, CLEAN.
- Looking at the diagram, we can clearly see that TH TRUE milk is priced higher than VINAMILK (The pricing for the product has been placed on a par with the leader) along with that, the quality of TH milk is also higher than Vinamilk.
TH TRUE Milk is a high-quality product that is not inferior to other competitors.
Conclusion: TH True Milk has successfully positioned its brand in the market.
MARKETING MIX (4P)
The "real" story hits the consumer's mind increasingly favored by consumers Therefore, TH's "true" story has become a solid springboard to help the product stand firm in the market Right from the very first days of its launch, TH has always demonstrated transparency in the production process, raw materials, technological development, etc., in order to convey the "clean" message to consumers in the clearest way. Articles and videos about the production process, especially the image of cows being cared for, often appear on the mass media.
- TH True Milk fresh milk product developed in the context of industrial society, increased income along with better understanding of the benefits of milk makes the demand for milk consumption increasing, while the environment is becoming more and more complicated, polluted, the need for a clean milk is even more essential, so TH True Milk meets that The product is very convenient, can be enjoyed immediately, is a good refreshment, is a nutritious drink that provides vitamins A and D along with 5 core values:
Environmentally friendly, out-of-the-box thinking
Harmony of interests b) Basic product:
- The product to be marketed is pasteurized fresh milk mixed with no more than 1% Dairy products include TH true
MILK pasteurized fresh milk products with 5 typical flavors: fresh milk with sugar, low sugar, pure, strawberry and chocolate. c) Expected product:
- On the first day of launch, TH's main focus product was fresh milk, but TH quickly expanded its product portfolio to meet the needs of customers.
- TH's product lines have increased to 9: purified water (TH True water), nut milk (TH True Nut), healthy drinks (TH True malt and TH True herbal), ice cream (TH True) ice-cream), butter (TH True butter), pasteurized fresh milk, pasteurized fresh milk (TH True milk and TH True milk Organic), fresh baby formula (TOPKID), natural yogurt (TH True yogurt).
- It can be seen that TH's target customers are always housewives, its products therefore also focus on addressing the needs of this audience with products for children, kitchens as well as household uses, beauty care.
- Dairy products are produced with the most modern and hygienic production technology.
- TH true Milk's products are completely natural, giving users a really fresh and pure milk Ensure factors such as taste, sweetness and purity a) Augmented products:
- The current consumer trend is focused on product design and packaging. Understanding that trend, many companies have not hesitated to pour investment costs into packaging Tetra Pak packaging technology from Sweden with modern technology, suitable for the habit of using milk cartons of Vietnamese people The packaging of this brand is much more elegant and therefore both luxurious, slightly imported, and shows a full Vietnamese imprint.
Appearance: On the package, all information is shown.
Icons and images are presented simply, clearly and prominently.
- On the milk box clearly shows the name TH true Milk with blue font on a white background, above the milk box is the blue sky.
- TH's symbol is a golden star known with the friendly name "star of mother earth", associated with what is "truly natural" in its communication activities.
- TH stands for two words "True Happiness", which means "Hạnh phúc đích thực" The company always wants to bring to consumers fresh and natural products TH true Milk – the name associated with the product characteristics, the name is easy to remember, making a deep impression on customers. d) Potential products:
- Because this is a product with the main ingredient being milk and no other source of ingredients can replace it Therefore, there will be no potential future benefits for these products, but can only continuing to sell them in the Vietnamese market.
- The price of TH true MILK milk at the TH true mart chain of stores is a consumer-oriented price and a fixed selling price from the company The selling price at supermarkets or stores is not the same as the price at TH true mart chain stores, specifically the price of TH true Milk sold at True Mart for batch (4 boxes of 180 ml), consumer stores 26,500 VND / batch (4 boxes of
180 ml) Due to the characteristics of each sales channel, and at supermarkets, there will be programs to apply preferential prices according to short-term promotions. b) Pricing strategy:
- In the Vietnamese dairy market, being a latecomer, TH needs a different pricing strategy to penetrate deeply and widely Clearly defining the "clean" and "real" characteristics when building a brand, TH chooses the premium price as a guaranteed ticket to the consumer's trust of "whatever you pay for" At different distribution channels, the price of TH has a difference but is still clearly higher than that of other brands.
- Specifically, when compared to Vinamilk: on average, 1 batch of TH True milk 4 boxes of 180ml costs 31,000 VND while the competitor's price is 28,000 VND / lot of 4 similar 180ml boxes.
- The clear difference in price helps TH build its trust with its target customers
- urban women with active, modern lifestyles and health concerns. Specifically, TH true Milk focuses on female customers, aged 15 to 35, or those in urban areas, focuses on big cities with active, modern lifestyles that care about their own health and well-being, family TH has partly changed the way consumers think: drinking milk is not a luxury, it's a way to protect their own health and happiness.
- With the advantage of self-control of natural raw materials from TH farm, not much affected by the price of raw materials in the market, the product price is adjusted in the direction of the increase of the general market.
- Milk is a popular beverage, so the distribution of milk must also ensure that speed", appearing in every corner of the market, reaching all different customer segments.
- TH True Milk has used a number of distribution strategies that are conspicuous in FMCG products, using both traditional and modern distribution channels with 3 main forms:
- TH is now present at all major supermarkets and retail systems such as BigC, T-mart, Vinmart, CoopMart,
- Wholesale and retail agents across the country are also the place where TH sets foot, targeting customers in rural areas TH True Milk's products follow this channel, available in convenience stores, traditional retail stores, markets
- TH is also competing fiercely with Vinamilk when distributing to restaurants, hotels, trade unions, hotels especially the "Sữa học đường" program.
- Up to now, the TH True mart network has spread to 51 provinces and cities with more than 200 stores nationwide Instead of wondering with many options, many brands when standing in front of a stall or wondering about the quality and origin of the product; TH's supermarket chain gives consumers a feeling of trust and prestige At the present time, the TH True mart supermarket chain is the most successful exclusive store in the FMCG industry.
- TH also does not hesitate to welcome the new breeze of E- commerce, TH's products are available on Lazada, Adayroi,
Shopee, etc with attractive promotions At the same time, the host's website also offers door-to-door delivery with the message "Bringing the essence of nature to your home".
- Dairy brands in May 2021 had outstanding activities such as deploying interactive posts on fanpage, becoming partners with e-commerce platforms like Lazada to organize sale festivals or appear in news ie in the industry.
- Racing in the midst of an era of constant change and development, TH's strides show a flexible "improvisation" to surpass the competition.
The main message "the essence of nature is kept intact in every drop of fresh milk"
- While many milk companies have to reprint the packaging, have to return the real name for milk (clearly distinguishing concepts: fresh milk, pasteurized milk - remixed powdered milk, pure fresh milk), forced to change the way of communication, TH True milk still retains its brand of clean and natural fresh milk Thai Huong's 7-year journey to find the name for milk has become a story that conveys the message and builds trust of the TH brand.
- Since its launch, TH has always followed the principle: "Treasure Mother Nature, who gave us everything" (Mrs Thai Huong - founder and creator of
RECOMMENDATION
The spectacular birth and development of TH during the past 10 years is a clear demonstration of the effectiveness of the unity and harmony from the production process to pricing, distribution and trade promotion. Starting with the status of a short and light-weight latecomer, TH is now firmly established in the market, causing Vinamilk or Frieslandcampina to both have to struggle constantly to maintain their position But asides from these achievements, TH is still facing many pronlems:
The details surrounding TH's Marketing mix model cannot be clearly understood
It is suggested for TH True Milk to contemplate certain economicschanges and conditions to determine on appropriate promoting technique for the new products Researchand rational actions are particularly required once the corporate desires to draw in a lot of customersand, gain a lot of market share in current dairy business of
Moreover, as Vietnam’s dairy market is obtaining more and more competitive, particularly with the future entrance of foreign brands, TH True Milk are going to be subjected to even more severe competition within the close to future.
TH true milk should set out a long-term price strategy, planning a long- term price strategy on price will help TH position its products in the market and have an appropriate marketing strategy Pricing decisions must be coordinated with product design, distribution, and shareholder decisions to form a consistent and effective marketing plan.
TH True Milk should accelerate its coverage with the True Mart chain of stores while continuing to push products to large retail chains such as Co.opmart, BigC, Maximart
Place and promotion: In terms of distribution, it is necessary to actively establish distribution channels and promote the development of provincial markets Because TH True Milk is a premium milk, TH True Milk is quite popular in big cities like Hanoi, Ho Chi Minh City, Nghe
An, etc., but has not really created a foothold in other provinces’ markets.The main reason is that the average income of people in these areas is still not high and they are familiar with Vinamilk or Dutch Lady milk,etc But with the increasing economic indicators, income increases and the number of civil servants and entrepreneurs in the provinces also increased significantly, this is a potential market The effective use of existing distribution channels and the expansion of distribution agents will help TH True Milk increase its market share, as well as create a foundation in the trend when more milk brands will enter the Vietnamese market Accessing local distribution channels and changing people’s milk-drinking habits is not easy at all For agents, they can initially offer
REFERENCE
1 Marketing Plan TH True Milk: https://www.studymode.com/essays/Marketing-Plan-Th-True-Milk-
2 Milking Israeli hi-tech dairy farming techniques: https://vir.com.vn/milking- israeli-hi-tech-dairy-farming-techniques-23832.html
3 TH True Milk launched the second project of dairy processing in Russia: https://www.thmilk.vn/en/th-true-milk-launched-the-second-project-of-dairy- processing-in-russia/
4 The TH milk company (Vietnam) Is such a large-scale investment sustainable?: https://agritrop.cirad.fr/579403/1/Report%20visit%20to%20TH
5 Tập đoàn TH True Milk: Hành trình hơn 10 năm vẽ lại bản đồ sữa Việt Nam: Giới thiệu về tập đoàn TH True Milk (doanhnhanvn.vn)
6 TH True Milk website: http://www.thmilk.vn/
7 Lãi ròng của TH true MILK tăng 15 lần chỉ trong 5 năm: Lãi ròng của TH true MILK tăng 15 lần chỉ trong 5 năm | Thời Báo Tài Chính
8 https://thtruemilk.weebly.com/the-analysis.html
9 Marketing Plan TH True Milk essay: https://gerardcambon.net/marketing- plan-th-true-milk-essay/
10.Du an TH True milk: https://www.academia.edu/9281365/Du_an_TH_True_milk
11.Tài liệu marketing: https://docs.google.com/document/preview? hgd=1&id9CBopmLYwU4AAzobp3t-n0X2sGbQ5VnbR686bpqmVM# https://www.slideshare.net/KhitNguyn2/hiu-v-12-nghip-v-c-bn-phi-bit-trong- marketing-thng-qua-case-study-sa-chua-tr-xanh-th-true-milk
13.Chiến lược marketing của th true milk https://www.academia.edu/24018641/Chi%E1%BA%BFn_l%C6%B0%E1%BB
%A3c_marketing_c%E1%BB%A7a_th_true_milk? fbclid=IwAR00CD3vgAfktPiF6WCEQm1SUup4OdK5v_KsC8-K9SCiP-FnmZK_CFxAvsE