(TIỂU LUẬN) MARKETING MANAGEMENT FINAL EXAMINATION REPORT MARKETING MIX PLAN FOR TH TRUEMILK COFFEE BEAN

MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING - MARKETING MANAGEMENT FINAL EXAMINAT EXAMINATION ION REPORT MARKETING MIX PLAN FOR TH TRU TRUE EMILK COFFEE BEAN MAJOR : MARKETING SUBJECT: MARKETING MANAGEM MANAGEMENT ENT Professor : NGO MINH TRANG Ho Chi Minh City, 2021 0 MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING - MARKETING MANAGEMENT FINAL EXAMINAT EXAMINATION ION REPORT MARKETING MIX PLAN FOR TH TRU TRUE EMILK COFFEE BEAN MAJOR : MARKETING SUBJECT: MARKETING MANAGEM MANAGEMENT ENT Professor : NGO MINH TRANG Captain Phone number Email : : : BUI THI BICH NGOC 0979.557.653 ngocbtb.hcm@gmail.com Ho Chi Minh City, 2021 0 TABLE OF CONTENTS 1.0 Executive Summary Summary 2.0 Situation Analysis Analysis 2.1 Market Summary Summary 2.2.SWOT of TH True Milk Milk 2.2.1 Strengths Strengths 2.2.2 Weakness Weakness 2.2.3.Opportunities 2.2.3.Opportunities 2.2.4 Threats Threats .4 2.3 Competition Competition 3.0 STP strategy strategy 3.1 Market segmentation segmentation 3.2 Market targeting ( Concentrated marke marketing ting )) 3.3 Market positioning positioning 3.4 Strategies Strategies 3.4.1 Product Product .7 3.4.2 Pricing Pricing 3.4.3.Distribution 3.4.3.Distribution .10 3.4.4 Promotion: Promotion: .10 3.5 Marketing Mix Mix 11 4.0 Financials Financials 13 5.0 Controls Controls 17 5.1 Implementation Implementation 17 5.2 Marketing Organization Organization 17 List of references & Originality Originality 19 0 TABLE OF FIGURES Figures 3.5: Action Plan Table Table 13 13 Figures 4.1: Sale Forecast Forecast 15 15 Figures 4.2: Operation Process Process .16 16 Figures 4.3: Expense Forecast Milestones Milestones 17 Figures 4.4: Expense Budget in 2022 2022 .18 18 Figures 5.1: Control plan according to AIDA model model .19 19 0 1.0 Executive Summary Briefing on marketing plan the following tasks and tasks must be established by the company : Establish company objectives from 2021 to 2022 Examine internal and external environmental factors to determine the company's opportunities, challenges, strengths, and weaknesses The company's 2022 marketing objectives The business's marketing strategy Planned and carried out Assess marketing outcomes The competitive situation The purpose and structure of the assignment: Making use of farm-grown natural materials Using cutting-edge processing and packaging technology Using a secure and rigorous distribution procedure to ensure product quality reaches consumers Launching a new range of milk produced from fresh milk in a variety of flavors Diversifying its product ranges, with the most common point being that they are made entirely of fresh milk and natural additives Vision: - Determined to become a high-class brand trusted by everyone Mission: - Objectives for the first year - Make impressive TVCs or product related Tiktok trends so that more people know the TH Truemilk Coffee Bean - Emphasize milk nut products made entirely from milk and natural ingredient, good for consumers' health - Offer many attractive promotions with accompanying gifts - Become a manufacturer of clean food derived from nature with international standards right here in Vietnam 0 2.0 Situation Analysis 2.1 Market Summary - Overview of customers' needs and tastes for liquid milk in Vietnam Despite the fact that many other businesses were hit by the global economic crisis and recession, Vietnam's dairy processing industry continued to grow at a rapid pace According to the Vietnam Dairy Association, fresh milk output is expected to reach 1,702,4 million liters in 2020, up 1% from the previous year Although consumption is increasing, it is still at a low rate, with growth ranging from 2.1 to 3.9 percent over the previous year Dairy products are a fast-moving consumer good (FMCG) (accounting for 13 percent of total FMCG consumption) With substantial commercial investment, Vietnam's milk export turnover is expected to reach $300 million by 2020, primarily in the form of yogurt and liquid milk to the Middle East, Philippines,… - Companies competing in the liquid dairy industry in Vietnam Aside from fresh milk, the Vietnamese market for dairy products is currently fairly diverse in terms of brands and types Liquid milk products, powdered milk, condensed milk, butter, cheese, and whey are just a few examples According to FiinGroup, Vietnam's dairy market would increase rapidly in the future years as a result of population growth and health-related efforts, as well as consumers becoming more health-conscious through the consumption of dairy products Minister of Agriculture and Rural Development Nguyen Xuan Cuong further stated that, despite being a relatively underdeveloped business, Vietnam's dairy industry has expanded by more than 10% on average, owing to a high rate of cow growth Vietnam's total dairy herd currently stands at 290,000 heads, with an annual yield of million tons Minister Cuong claims that, despite severe competition, Vietnam's dairy business remains attractive due to a number of positive aspects If you want to speed up the completion of linking chains and the implementation of new technologies 0 2.2.SWOT of TH True Milk 2.2.1 Strengths - Advantage of starting point The dairy market is one of the most competitive markets in Vietnam with many famous domestic and imported brands such as Vinamilk, Nestle, Dutch Lady,… Despite participating in such a competitive market, TH True Milk still won certain successes The 30% market share figure is proof of TH True Milk's efforts In addition, this brand successfully rose to the representative position thanks to the company's well-invested platform, including:  Stable capital from Bac A Commercial Joint Stock Bank  The largest and most advanced factory and farm in Southeast Asia - Friendly company culture TH True Milk has a very environmentally and socially friendly organizational culture This strength contributes to improving the development within the company as well as the brand image in front of the public - TH True Milk has set of principles and visions in business such as:  Protecting public health through clean milk  All-natural ingredients 2.2.2 Weakness - Price Since entering the dairy market, TH True Milk has been a brand with a higher price tag compared to other dairy brands This puts TH at a huge disadvantage in the competitive domestic dairy market, especially compared to Vinamilk, the largest dairy producer in Vietnam Especially, the high cost is also an obstacle for TH True Milk when it comes to accessing the middle and low income class, the class that makes up the majority of the total population in Vietnam 2.2.3.Opportunities - Paying attention to consumers' health One of TH True Milk's biggest opportunities lies in its focus on consumer health in recent years Following that trend, one of True Milk's extremely popular products is the brand's line of organic dairy products 0 Organic milk is expected to grow 200% in global sales by 2025 And in Vietnam, the majority of organic dairy products are still imported from overseas branch organic farms So, there is a potential demand for organic milk market in Vietnam and TH True Milk is pushing strategically into this emerging market and has made many important strides 2.2.4 Threats - Non-stop competition As mentioned above, the competition in Vietnam's dairy market is one of the challenging factors in the future of TH True Milk In particular, any brand's product or idea can be imitated and sold at a cheaper price For example, TH True Milk has long been known as the leading organic milk producer in Vietnam since its inception However, the company faced competition from Vinamilk, a huge dairy brand in the Vietnamese market, when it also launched organic dairy products 2.3 Competition DUTCH LADY Dutch lady was brought to Vietnam in 1924 Vietnam has a wide market throughout the country, and Dutch Lady split it by age, including all ages: children, teenagers, and adults Pasteurized milk, condensed milk, and other dairy products are included in market segmentation by dairy product Because Dutch Lady caters to a wide range of demographics, they position "ready for a vitality" for their liquid milk line and "with babies grow up" for their baby food line, asserting their product diversity for all ages and separating themselves from the IQ message Many milk brands have chosen it  Strengths and Weaknesses of the Dutch Lady - Strengths:  High technical level  Accounting for around 35% of the Vietnamese dairy sector • Constantly improving products, competitive prices • Wide distribution network, strong brand position - Weaknesses: Because Frieslandcampina Group sells both liquid and powdered milk, it will divide its energies between the two segments 0  Customers to target: Female: 15-35 years old, with a concentration between 25 and 35 years old; they live in cities, have a lot of businesses or retailers, and are compassionate women Family care is important VINAMILK "Top 10 Vietnamese high-quality commodities," Vinamilk has reasserted its quality and position in the Vietnamese and international dairy markets after more than 40 years of construction and development With a market share of 37 percent, it is Vietnam's largest dairy company, with 45 percent of the liquid milk market, 85 percent of the condensed milk market, and 85 percent of the yogurt industry As a result, Vinamilk has the ability to decide the domestic selling price From 1995 to 2009, consumers voted Vinamilk as one of the "Top 10 High Quality Vietnamese Goods."  Vinamilk's strength and Weaknesses - Strength:  Product quality: A wide range of products, including many of Vietnam's most popular dairy products: Ong Tho condensed milk, Sao, Dielac, Yogurt Vinamilk High-quality items at cheaper prices than imported products of the same sort, and it has the biggest market share in Vietnam among suppliers of similar products With prices that are appropriate for each area of the market The condensed milk product line "Ong Tho and the Star," in particular, is a low-cost option that meets the needs and preferences of the majority of Vietnamese people today  Vast distribution network: Vinamilk now has a statewide distribution network that spans 64 provinces and includes more than 250 distributors and 135,000 points of sale This extensive network enables Vinamilk to reach a huge number of customers while also ensuring the introduction of new products and efficient marketing techniques throughout the country  Invest in modern, high-quality equipment and technology: All of Vinamilk's dairy plants have been outfitted with cutting-edge technology imported from Germany, Italy, and Switzerland Swiss to be used on the assembly line Vinamilk is the only company in Vietnam with a spray drying technique created by Niro of Denmark, ensuring the highest quality dairy products 0  With a large corporation like Vinamilk, advertising, public relations, and marketing programs are very methodical and professional, as well as highly humane, touching the hearts of users, such as the School milk program, the Vietnam Tall Milk Fund, and the campaign "One million green trees in Vietnam." - Weakness: With increased customer expectations and competition from international milk brands imported from the United Kingdom, the United States, and the Netherlands, Vinamilk milk no longer has a monopolistic position in the dairy market According to a survey, imported milk accounted for 65 percent of the Vietnamese market, Vinamilk for 16 percent, and Dutch Lady for 20 percent 3.0 STP strategy 3.1 Market segmentation - Geographic segmentation: Up to now, TH Group has 297 stores in Vietnam market Mainly focus on distribution in big cities, Ho Chi Minh City with 77 stores and Hanoi with 73 stores In other provinces, the number of distributions is quite different, only ranging from to stores Due to the increasingly serious Covid situation, 2021 is also a difficult and challenging year for this brand But after the Covid-19 pandemic, TH will focus on developing branches in provinces and cities more to meet the needs of customers - Demographic segmentation:  Ages: includes all ages (children, youth, middle-aged, seniors)  Income: low income and middle income  Occupation: children, students, office workers, etc - Psychographic segmentation:  Lifestyle: casual, fitness, healthy, etc  Interest: sweets, experiences, natural products, etc  Personality: sociable, cheerful, peaceful, etc - Behavioral segmentation :  Reason for purchase: buy for themself or their family, buy for friends…  Benefits sought: like healthy desserts, variety of flavors, good service system,  Loyalty level: strong 0  Usage status: little use 3.2 Market targeting ( Concentrated marketing ) The domestic market is the distributors, wholesalers, retail stores, supermarkets (Vinmart, COOP mart, Tmart, ) who want and are willing to distribute the company's products This is a group that has requirements for sales bonus discounts, orders on schedule TH True milk not only expands the Vietnamese market but also expands its production scale and aims to reach customers around the world 3.3 Market positioning - Identify competitors: TH True Milk's competitors include: Vinamilk, BV Milk, Love Farm- Vietnamese farm fresh milk, Nestle - Determining the advantages of TH true Milk:  Products are processed cleanly and pure from TH farm  Delicious milk flavor, sweet and natural  Simple, easy-to-see packaging design, bringing a feeling of freshness to consumers  Diversity of products  Using modern machinery and technology 3.4 Strategies 3.4.1 Product  Product attributes: Produced on a modern European technology line, TH Truemilk Been retains the delicious taste and nutrients found in fresh milk Ingredients from fresh cow's milk help to 0 have a characteristic aroma and very smooth taste, bringing full taste and pleasant experience.In addition, TH Truemilk Been also says "No" completely with synthetic additives or preservatives - chemicals that are harmful to health but very common Each TH Truemilk Coffee Been product delivered to customers is a whole production process on a closed modern line imported from Europe, strictly from the selection of raw materials, to the process of pasteurization and assimilation, creaming, cooling, extracting, freezing and packing, always stored at the standard temperature, to ensure the most complete consistency in shape, taste, and quality  Value proposed: The core value is still to ensure the health and safety of customers when using the product One of the customers that TH targets are children, because the immune system is still weak, TH is always committed to fresh, pure, natural products that are good for health  Branding: The birth and spectacular development of fresh milk brand TH True Milk from the end of 2010 until now has created a phenomenon in the dairy industry in Vietnam The secret of this brand is "TH's True Story" It is a source of completely fresh and clean dairy materials from TH Dairy Farm in Nghia Dan, Nghe An, applying the world's most modern technology in breeding and production; create real, high-quality products with a methodical investment strategy Thanks to these factors, the identity of TH True Milk has gone deep into the minds of Vietnamese consumers Not stopping there, TH also continues to produce other products made from pure fresh milk, including the TH Truemilk Coffee Been product line, which is loved by many customers and has good reviews for product quality TH wants to prove to consumers that not only fresh milk made from pure, but other product lines TH still ensures the conditions "completely from nature" Since then, the brand has formed in the minds of customers as a brand with the cleanest fresh milk source in Vietnam and a brand with many product lines made from pure fresh milk  Packing: 0 On the package of the milk, full information such as the brand name, ingredients, expiry date, instructions for use, storage instructions and the slogan "TH truemik Coffee Bean is completely from nature" as well as a word commitment to customers about product quality The packaging is researched and developed by the marketing team of TH Truemilk Coffee Been in accordance with the brand positioning In addition to storing and preserving products, packaging is also a means for businesses to convey messages and increase brand recognition and personality It can be seen that, with TH Truemilk Coffee Bean marketing mix strategy, TH Truemilk Coffee Bean product packaging is somewhat more elegant than competitors from simple colors with two main colors, blue and white Add a little color to the flavor such as yellow durian, white vanilla, dark brown chocolate, green mung beans The color is the same color as the flavor of the milk, making it easy for customers to identify the product when just looking at the color, they can guess the milk flavor without reading When the milk nut market has not been popularly developed, the packaging design with a simple but no less unique design helps customers feel the luxury and quality that the product brings to be more different than that of the fresh milk market other milk products, increasing the recognition of TH Truemilk Coffee Bean in the market 3.4.2 Pricing  Valuation: Price is a critical component of the 4P Marketing plan, and having a flawless price strategy necessitates a strategic mindset and management style on the part of marketers Price is usually included in the product/market plan rather than being a separate entity The pricing must be competitive and in line with the value received by the customer The price of TH Truemilk milk in the TH True Mart retail chain is the initial consumer orientation price as well as the company's fixed selling price The price of TH Truemilk Coffee Bean milk offered at TH True Mart is 40.000 VND/lot (4 boxes of 180 ml), in the supermarket it is 43.000 VND /lot (4 boxes of 180 ml), and at consumer outlets it is 45.000 VND / lot (4 boxes of 180 ml) There will be programs to apply preferential prices based on short-term promotions due to the characteristics of each sales channel and at supermarkets The gross profit per box is 3312.5 VND 0  Strategy for Pricing: Because Vinamilk is the dairy market's dominant player in Vietnam, and because TH is a "late-blooming" company, it's critical to have a pricing strategy that stands out in order to penetrate the market and uncover opportunities Because TH Truemilk is a highend product, it has adopted the most aggressive pricing strategy to try to impact consumer psychology in the price-quality interaction TH Truemilk caters to female business clients between the ages of 16 and 36, but primarily between the ages of 24 and 36, and those who live in metropolitan areas, with a concentration on busy and modern cities and are concerned about your own and your family's health With the potential dairy market outlined above, as well as the fact that Vietnam's GDP per capita is expected to reach USD 2,779 per person in 2020, demand for dairy is expected to rise 3.4.3.Distribution Milk is an important FMCG commodity for consumers, thus it's important to make sure it's available everywhere in the country so they can get it TH has had TH genuine mart chain stores all over the country, each with modern, tastefully adorned food preservation equipment and systems to assist develop a positive image in the minds of customers The company also uses internet distribution methods to reach out to customers The TH genuine Milk distribution channel system is divided into two categories: direct and indirect distribution  Channel of direct distribution The TH genuine Mart retail chain and online ordering - local delivery are the two types of stores that TH picks  Channel of indirect distribution This strategy is extensively used since it allows businesses to reach out to clients fast and generate significant revenues This indirect distribution channel for TH True milk contains a level and a level channel 10 0 - Level refers to the movement of goods from the producer to retail outlets such as grocery shops, supermarkets, convenience stores, and so on, as well as to the final customer - Level goods are those that travel from the TH manufacturer to the dealer, then to the retail outlets listed above, and lastly to the consumer  Marketing Communications Marketing communications strategy covers all efforts to communicate to target audiences and channel members 3.4.4 Promotion:  Advertising TVC: create a tvc 60s with an image of a farm in the harvesting season of nuts Here will be the coffee beans, which are then put into the processing process Each fresh bean will be combined with TH's clean milk to create a delicious and nutritious duo of coffee bean milk products Pano: with the company's traditional slogan "Truly natural", in addition, there will be the words "Coffee and milk duo for a nutritious new day" Next to that will be the image of two main products placed in the center position This panel will be installed at bus stops or in supermarkets  Sales Promotion On the product launch day, there will be a promotion program buy get free (buying any 180ml batches of two newly launched products will get 110ml bottle respectively) In addition, with bills over 250k of the two launched products, a glass cup will be given away With a bill of TH company products over 500k, you will get cup of coffee bean milk  Public Relations “School milk” - Giving milk to children in remote areas “Happiness Scholarship Fund” - Supporting scholarship funds for difficult cases Contributing to the province in the prevention of the Covid-19 epidemic, deducting 10% of revenue from each quarter to contribute to the Vietnam vaccine fund  Direct Marketing 11 0 Use social networking sites such as the Company's Website and Fanpage to promote images for products Simultaneously giving gifts to Influencers, incorporating articles related to the product on the media 3.5 Marketing Mix Figures 3.5: Action Plan Table Activities Timelines 2022 1/1- 1/3 - 1/4 - 1/6 - 1/8- 1/9 - 1/11 - 28/2 31/3 31/5 31/7 31/8 31/10 31/12 Packaging design for new products Scripting for TVC Make tvc recording Advertise on website, youtube and company fanpage Pano design Contributing to the province in the prevention of the Covid-19 epidemic School milk - Giving milk to children in remote areas 12 0 “Happiness Scholarship Fund” Sales Buy get Promotion Invoices over 250k of two new products give glass cups Invoices over 500k get a new batch of milk products 4.0 Financials Financials include budgets and forecasts to plan for marketing expenditures, scheduling, and operations Break – Even Analysis ( TH True Milk Coffee Bean Milk 180ml ) Variable cost = 6.500 vnđ Fixed cost = 9.500.000.000 Unit cost = variable cost + fixed cost/ unit sales = 6.500 + 9.500.000.000/19.000.000 = 7.000 Markup price= unit cost/(1- desired return on sale) = 6.500/(1- 0.6) = 16.250 Break – even=fixed cost/(markup price – variable cost) = 9.500.000.000/(16.250 – 6.500) = 974.359 —> to achieve break-even point, it must be sold 974.359 products Figures 4.1: Sale Forecast Unit: VND Sales Q1 (1/1/2022 - Q2 (1/4/2022 13 0 Q3 (1/9/2022 - Q4 ( 1/11/2022 - 31/3/2022) 31/8/2022) 31/10/2022) 31/12/2022) Online 1.250.000.000 2.450.000.000 4.245.000.000 6.367.000.000 Offline 10.560.000.000 13.365.000.000 16.689.000.000 19.390.000.000 Total sales 11.810.000.000 15.815.000.000 21.934.000.000 25.757.000.000 The cost of 850.000.000 1.570.000.000 1.800.000.000 2.754.000.000 125.000.000 442.500.000 720.000.000 1.000.250.000 975.000.000 2.012.500.000 2.520.000.000 3.754.250.000 selling online The cost of selling offline Total cost Figures 4.2: Operation Process Unit: VND MONTH ACTIVITIES TIME COST January 2022 - TVC: create a tvc 60s with an image 1/1/2022 - 2.000.030.000 March 2022 of a farm in the harvesting season of 28/2/2022 VNĐ Use social networking sites such as 1/3/2022 - 1.000.050.000 the Company's Website and Fanpage 31/3/2022 VNĐ nuts Here will be the coffee beans, which are then put into the processing process Each fresh bean will be combined with TH's clean milk to create a delicious and nutritious duo of coffee bean milk products to promote images for products Simultaneously Influencers, giving gifts incorporating articles 14 to related to the product on the media April 2022 - Pano:With the company's traditional 1/4/2022 - 1.500.000.000 August 2022 slogan "Truly natural", in addition, 31/5/2022 VNĐ Contributing to the province in the 1/6/2022 - 2.280.000.000 prevention of the Covid-19 epidemic, 31/7/2022 VNĐ “School milk” - Giving milk to 1/8/2022 - 10.000.000.000 children in remote areas 31/8/2022 VNĐ August 2022 - “Happiness Scholarship Fund” - 1/9/2022 - 15.150.000.000 October 2022 Supporting scholarship funds for 31/10/2022 VNĐ On the product launch day, there will 1/11/2022 - 4.700.050.000 2022- December be a promotion program buy get 31/12/2022 VNĐ there will be the words "Coffee and milk duo for a nutritious new day" Next to that will be the image of two main products placed in the center position This panel will be installed at bus stops or in supermarkets deducting 10% of revenue from each quarter to contribute to the Vietnam vaccine fund difficult cases November 2022 free (buying any 180ml batches of two newly launched products will get 110ml bottle respectively) In addition, with bills over 250k of the two launched products, a glass cup will be given away With a bill of TH company products over 500k, you will get cup of coffee bean milk 15 0 Figures 4.3: Expense Forecast Milestones Unit: VND PLAN Milestones Time Budget Manager Department Marketing plan Before 1/1/2022 VNĐ Mr.Ngoc Marketing 1/1/2022 - 3.000.080.000 VNĐ Mr.Ngoc Marketing 14.780.000.000 VNĐ Mr.Ngoc Marketing 15.150.000.000 VNĐ Mr.Ngoc Marketing 3.550.000.000 VNĐ Mr.Ngoc Marketing completion Advertising campaign 31/3/2022 Advertising campaign 1/4/2022 31/8/2022 Advertising campaign 1/9/2022 31/10/2022 Advertising campaign 1/11/2022 31/12/2022 Figures 4.4: Expense Budget in 2022 Unit: VND TOTAL 2022 Advertising 3.500.030.000 VNĐ Sales promotion 4.700.050.000 VNĐ Direct marketing 1.000.050.000 VNĐ Public relationship 27.430.010.000 VNĐ TOTAL 36.630.140.000 VNĐ 16 0 5.0 Controls 5.1 Implementation AIDA model table, when applying communication on Social Network In years, applying marketing plan for TH True Milk fresh milk product According to the IMC plan (only on social networks Facebook, Youtube, Google) wishes to: - Desire to reach: 25 million people - With the number of people viewing the ads: 15 million people - Number of people clicking on ads (ads with links to e-commerce channels) on channels Facebook, Youtube, Google): million people - Number of online orders from e-commerce platform only for fresh milk products: 2.8 million people Figures 5.1: Control plan according to AIDA model Index Amount Conversion rate Awareness Market Potential 25 million people 100% Interest View 15 million people 60% Desired Engagement million people 46,67% Action Buyer (online) 2,8 million people 40% 5.2 Marketing Organization Planning a backup TVC includes: - Prepare another scenario - Prepare a backup influencer when the previous influencer has a problem 17 0 - When launching ads on the company's website, Youtube, fanpage but customers still not really care about TVC and products The company needs to plan for creating social media trends or instagram footage to attract a larger customer base - When the promotion period for donated products has not expired, the company needs to: - Keep track of the number of donations - Prepare a substitute for the gift to serve the promotion 18 0 List of references & Originality https://www.thmilk.vn/ Vinh, H., 2020 Tổng quan thị trường sữa Việt Nam Ho Chi Minh: Vinh Huynh Nguyễn Thiện (n.d) Nguyễn Thiện Phân tích SWOT TH True Milk (2013) Maneko (n.d) 19 0 ASSIGNING TASKS TO TEAM MEMBE MEMBERS RS No Full name Student ID BUI THI BICH NGOC 2021000146 Activity Executive summary, product, % 100% controls, covers VU LAN ANH 1921005367 Situation analysis, promotion, 100% STP strategy NGUYEN DAC LE DUNG 1921006190 Marketing mix, pricing, distribution, financials 20 0 100% ... FINANCE – MARKETING - MARKETING MANAGEMENT FINAL EXAMINAT EXAMINATION ION REPORT MARKETING MIX PLAN FOR TH TRU TRUE EMILK COFFEE BEAN MAJOR : MARKETING SUBJECT: MARKETING MANAGEM MANAGEMENT. .. It can be seen that, with TH Truemilk Coffee Bean marketing mix strategy, TH Truemilk Coffee Bean product packaging is somewhat more elegant than competitors from simple colors with two main colors,... feel the luxury and quality that the product brings to be more different than that of the fresh milk market other milk products, increasing the recognition of TH Truemilk Coffee Bean in the market