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MKTG 1421 - CONSUMER PSYCHOLOGY AND BEHAVIOR SUSTAINABLE CONSUMPTION PROJECT Lecturer: Nguyen Anh Thu Group - SEM B 2018 Vu Pham Nha Thu - S3712379 Ngo Tran Thuc Anh - S3695429 Tran Kha Doanh - S3730082 Diep The Huy - S3678710 Nguyen Hoang Viet - S3557731 Nguyen Cao Hoang Linh - S3634558 Sustainable Consumption Project MKTG1421 Table of contents Executive summary Introduction 1.1 Nature of the company 4 1.2 Product 1.3 Competitors 1.4 Target market 1.5 Positioning map Stimulus for the company/the store/the product/the brand 2.1 Online advertising 2.2 Stimulus of brand/product 2.3 Events/contest 8 11 13 13 18 20 Internal Influences 24 3.1 Learning 24 3.1.1 Condition Learning 3.1.2 Cognitive Learning 3.2 Motivation 3.3 The Components of Customers’ Attitude 3.3.1 Cognitive Components 3.3.3 Behavioral Components 3.4 The attitude-change strategies: 3.4.1 The strategies of changing cognitive component: 3.4.2 The strategies of changing behavioral component: External Influences 4.1 Culture Influence 4.2 Demographic 4.3 Group Influence 24 25 25 29 29 31 32 32 34 35 35 37 39 Recommendation 40 Appendix 41 Reference list 54 Sustainable Consumption Project MKTG1421 Executive summary TH true milk is a favorite milk brand, which is well known as the fresh milk with organic ingredients grown by themselves. Recently, TH true milk also launches the new product is TH true ice-cream so as to compete with others rivals such as Vinamilk, Dutch Lady, Nestle. Therefore, TH true milk is trying to shift itself to be the most quality fresh milk that provides the natural flavor and 100% organic, which is illustrated in the positioning map. TH true milk has implemented 3 chief stimulus which is online advertising, the stimulus of brand/product and event/contest. In the online advertising, TH true milk mainly focuses on the Facebook fan page, organize with prizes for the customer to get the promotion. Moreover, it also has the eco-friendly event to purchase empty boxes and bottles of milk for a canvas bag. In the stimulus of brand and product, TH true milk uses only 2 main color which is green and light blue to make the customer feel fresh and natural when they see TH true milk products and advertising. TH true milk has 2 main charity event, which is annually for students and kids over the country, they collaborate with schools to provide unprivileged students the most quality and comfortable study environment and lifestyle. Besides, the internal influences are starting with the learning stage. This stage will analyse the condition learning, both classical (TH true milk charity event and game show), operant conditioning (promotions “buy 8 get 1” and purchase empty boxes, bottles for a canvas bag), and cognitive learning including Iconic rote (the company slogan and theme color want the customer to remember the brand as the most natural of Vietnamese dairy). Furthermore, the motivation part is applying the McGuire theory to show how TH true milk gets into their customers’ awareness of the natural milk with organic ingredients. Cognitive, affective and behavioral components in the attitude part are used to how the brand image effect to customers’ consensus. In the last part of internal influence, the attitude-change strategies will be included as the supporting idea for TH true milk to reconsider their cognitive and behavioral component. Last but not least, the external influences is successfully applied by TH true milk. Specifically, they exploit Vietnamese culture influences (humor vs seriousness, adult vs child, problem-solving vs fatalism, status vs performance). At the same time, TH true milk main target customer is middle age people who are most parents and the consumer will be teenagers (12-18) and kids (5-12), the income will be the focus in the middle to high as the parents are willing to pay for the quality milk for their children. At the same time, the group influences are including primary groups Sustainable Consumption Project MKTG1421 (co-workers, friends, family members), secondary groups (colleagues, members of social groups), strategy - informational (social media group, Facebook fanpage), and strategy - word of mouth. Overall, utilizing the external influences, TH true milk has done well in targeting the right segmentation of customers and consumers, exploiting Vietnamese culture to set prices, perfect timing to release the new product collection, attractive advertising and also apply the effective strategy of group influences to increase their reputation. Finally, for the recommendation, TH true milk should apply the level 4 in Maslow’s theory to motivate more customers to purchase their milk items. On the other hand, they also need more special and unique strategy for their branding so as to impress their potential customers and outstanding in the dairy market of Vietnam. Introduction 1.1 Nature of the company TH group was established in 2010 and is located in district Tan Binh, HCMC. TH true milk is an organization specializing in milk product in Vietnam such as fresh milk, yogurt, and ice-cream. With the slogan “ True Happiness” or “ Fresh Milk”, TH true milk create a phenomenon in Vietnamese customer and make the consumer trust them in the short time because TH group is the first company milk in Vietnam applies the most modern technology in milk industry that imported in foreign countries. On the other hand, TH group is the first brand milk in Vietnam breed a cow by themselves. Moreover, TH group has the fields of corn, sunflower seed, walnut to make the organic food for their cow (New.zing 2015). Control Union certificate TH true milk is the first organic milk brand company from Vietnam compliance all procedure of Europe Standard (Dantri 2017). Sustainable Consumption Project MKTG1421 Overview of TH True milk farm in Nghia Dan (Nghe An) Inside the farm of TH True milk Sustainable Consumption Project MKTG1421 The overview inside of TH True milk's factory Applying the new modern method for cropping Sustainable Consumption Project MKTG1421 1.2 Product Although launched in 2010, TH true milk gets the trust of many Vietnamese customers. According to Brands Vietnam (2013), 85% customer after buying the products of TH true milk, they want to come back and become the loyal customer of TH in the future. Moreover, the product has been checked in the National Institute of Nutrition, announced good weight loss effect and suitable for Vietnamese ( Ven 2015). In July 2014, TH true Yogurt was launched for the children over 1 year old, with the two special from Denmark are TH.acidophilus and TH.paracasei (TH milk 2015). In the beginning of 2018, TH group continues to launch the new product is TH true ice-cream with the slogan” No food addictive”. Sustainable Consumption Project MKTG1421 1.3 Competitors Since the launch of TH true yogurt and TH true ice-cream, the company has confirmed its brand in the Vietnam market but TH true milk has many competitors in Vietnam’s market such as Vinamilk, Dutch Lady, Nutifood, Nestle or Milo. Hai maintains that Vinamilk continues to lead the fresh milk industry in Vietnam and Vinamilk occupied nearly about 50% market in Vietnam (2018). Dutch Lady and Nestle also followed with the increase in the market share and the consumer’s preference in Vietnam. Therefore, TH group has to expand the market value and improve their product in the future to catch up with Vinamilk, Dutch Lady or Nestle. 1.4 Target market Sustainable Consumption Project MKTG1421 Sustainable Consumption Project MKTG1421 Sustainable Consumption Project MKTG1421 since their loyal customers will have the informational influence on the others. Another way which many firms have used is to create a viral advertisement by making it extremely touching, extremely funny or extremely iconic (Appendix 2 and 3). Therefore, people will talk and discuss it, share it around and at a time, TH True Milk brand is also spread. Recommendation Firstly, based on the external influences, TH True Milk have been branding their business very seriously and formally. They decided to stay inside of their “safe zone”. Unfortunately, this makes their brand a little bit boring and insignificant in the “multicolor” Vietnamese culture. TH True Milk needs something more special and unique, in order to be outstanding in the market and impress their potential customers. In this case, it will be brilliant for TH True Milk to add some humour into their brand. Overall, we would recommend TH True Milk to make more humorous advertisements, so that they can fit in with the sense of humor of the Vietnamese people. Also, they can create a theme song with a happy and joyful melody for their own business. In addition, TH True Milk haven’t had mascot yet, so they can create a cartoon character that represents their company, the kids will absolutely love it. Secondly, regarding to the internal influences, the children are actually the main consumer but they are not the buyer who directly purchase the products. Thus, TH True Milk should apply the level 4 in Maslow’s theory: “The need of self-pride” to motivate the customer purchasing milk items. TH True Milk can design an advertisement with the content that children who drink TH True Milk will be grown rather than using the milk of competitors such as Vinamilk or Lothamilk. This leads to the awareness of the esteem needs in the Maslow’s theory because parents always want the children to be go across their friends. In addition, the advertisement can also promote the organic ingredient using in milk product and it is beneficial for children in physical health. 39 Sustainable Consumption Project MKTG1421 Appendix Appendix - Search result of “Sữa sạch" on google.com.vn Appendix - Social Groups A Facebook Group where the housewives discuss and share information. It now has more than 420 000 members and 900 daily posts. A recommendation article from Webtretho 40 Sustainable Consumption Project MKTG1421 Appendix - “Got milk?” viral ad campaign In 2017, the To Quoc Appendix 4 - e-newspaper (an official e-newspaper of the Vietnamese Culture, Sport and Tourism Department) published the article about the TH true milk pathway of producing the purest milk. (http://toquoc.vn/kinh-te/con-duong-san-xuat-sua-sach-cua-th-true-milk-225086.h 41 Sustainable Consumption Project MKTG1421 tml) Appendix 5: 30 profiles of Middle Age customers 42 Sustainable Consumption Project MKTG1421 43 Sustainable Consumption Project MKTG1421 44 Sustainable Consumption Project MKTG1421 45 Sustainable Consumption Project MKTG1421 46 Sustainable Consumption Project MKTG1421 47 Sustainable Consumption Project MKTG1421 48 Sustainable Consumption Project MKTG1421 49 Sustainable Consumption Project MKTG1421 Reference list Alexa 2018, ‘Top Site in Vietnam’, viewed 15th September 2018 . Business dictionary.com, ‘Definition of cultural values’, b usiness dictionary BrandsVietnam 2013, 'TH true MILK- Thương hiệu sữa tươi hàng đầu', vol. Cafef.vn 2017, ‘Sữa Tươi Hữu Cơ TH true MILK Organic đoạt giải cao tại Triển lãm Thực phẩm Thế giới World Food Moscow.’, viewed on 14 September 2018 Carmen, P 2008, 'MARKETING APPLICATIONS OF THE LEARNING PROCESS', ANALELE UNIVERSITĂŢII DIN ORADEA, vol., p 1142. CIA 2018, 'Vietnam factbook' CHICIUDEAN, D., FUNAR, S., ARION, F., CHIRLA, G., & MAN, A. 2012, ‘The Factors of Influence over the Consumer Buying Behaviour for Organic Food’. B ulletin of the University of Agricultural Sciences & Veterinary Medicine Cluj-Napoca. Horticulture, 69(2). Dantri.com.vn 2015, ‘Vì sao TH true MILK có 2 loại bao bì?’, viewed on 14 September 2018 50 Sustainable Consumption Project MKTG1421 Dantri 2017,’TH true milk Organic: San pham nho, buoc di lon cua nganh sua Vietnam’, viewed on 14 September 2018, published on August 18, Euromonitor 2018, 'Company Shares of Drinking Milk Products', vol. Giaoduc.net.vn 2016, ‘Cơng bố chương trình Sữa học đường quy mô quốc gia’, viewed on 14 September 2018 Knoema.fr 2015, ‘Vietnam - Literacy rate of adults (+15)’, viewed 15th September 2018 Pavlov, PI 2010, 'Conditioned reflexes: an investigation of the physiological activity of the cerebral cortex', Annals of neurosciences, vol 17, no 3, p 136. big.vn 2018, B ảng giá sữa TH true milk 2018, viewed . Quora.com 2018, ‘What is Vinamilk’s market share in Vietnam, and what are its competitors?’, v iewed 15th September 2018 51 Sustainable Consumption Project MKTG1421 Tanner, C., & Wölfing Kast, S. 2003, ‘Promoting sustainable consumption: Determinants of green purchases by Swiss consumers’, P sychology & Marketing, 20(10), 883-902. Thmilk 2015,’Tap doan TH chinh thuc ra mat sua chua TH true YOGURT- That su thien nhien’, viewed on 14 September 2018, published on August 21, Tutorialspoint 2018, ‘Consumer Behavior - Reference Groups’, viewed 15th September 2018 . TradingEconomics 2018, 'Vietnam GDP', viewed 15th September 2018 Truong, T. T., Yap, M. H., & Ineson, E. M. 2012, ‘Potential Vietnamese consumers' perceptions of organic foods’, British Food Journal, 114 (4), 529-543. Ven 2015,’TH true milk certified as Asia’s biggest hi-tech cow farm’, viewed on 14 September 2018, published on May 18, 52 Sustainable Consumption Project MKTG1421 Vir 2018,’TH true MILK making a splash in the international market’, viewed on 14 September 2018, published on May 15, Vneconomy 2009, ‘Hồi kết cho hãng sản xuất sữa nhiễm melamine’, viewed 15th September 2018 Wiley, A. S 2010, ‘Dairy and milk consumption and child growth: Is BMI involved?’, An analysis of NHANES 1999–2004.American Journal of Human Biology: The Official Journal of the Human Biology Association, 2(4), 517-525. Zing 2015,’Toan canh trang trai bo sua TH true milk dat ky chau A’, viewed on 14 September 2018, published on April 9, 53 ... Sustainable Consumption Project MKTG1 421 45 Sustainable Consumption Project MKTG1 421 46 Sustainable Consumption Project MKTG1 421 47 Sustainable Consumption Project MKTG1 421 48 Sustainable Consumption. .. Sustainable Consumption Project MKTG1 421 tml) Appendix 5: 30 profiles of Middle Age customers 42 Sustainable Consumption Project MKTG1 421 43 Sustainable Consumption Project MKTG1 421 44 Sustainable. .. the customers’ subconscious. 25 Sustainable Consumption Project MKTG1 421 26 Sustainable Consumption Project MKTG1 421 As
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