(TIỂU LUẬN) MARKETING MANAGEMENT marketing plan for new product of THG TH true CEREAL

NATIONAL ECONOMICS UNIVERSITY FACULTY OF BUSINESS MANAGEMENT - - MARKETING MANAGEMENT Marketing Plan for New Product of THG - TH true CEREAL Team: ID Full Name Number Tran Huong Ly 11193242 Bui Quoc Duy 11191310 Nguyen Thi Mai Anh 11190376 Doan Duy Minh 11193389 Nguyen Ha Chi 11190834 Vu Nam Hai 11191651 Nguyen Tien Sang 11194535 Class: E-MQI 61 Lecturer: Mr Nguyen Huu Dang Khoa Hanoi, 2021 Table of Contents A Executive summary I Company II Product B Situation analysis I Industry II Consumers’ behavior III Macro environment IV Microenvironment 10 Company 10 Competitors 11 SWOT Analysis 14 C Strategies & Tactics 16 I Objectives 16 II Segmentation and target customer 17 III Differentiation – Positioning 19 Differentiation 19 Positioning 19 IV Marketing mix decisions 22 Products 22 Price 23 Promotions 23 Place 27 People 28 Physical Evidence 28 Process 28 D Implementation and control 30 I Action plan 30 II Budget 33 III Controls 33 TH true CEREAL – “Bữa sáng Việt, sức khoẻ Việt” A Executive summary Along with the increase in average income, improving living conditions and quality, today's consumers tend to upgrade their lives more They eat better, dress better, and focus on eating healthily and safely According to the statistics of Nielsen, health is regularly ranked as the most important concern of Vietnamese consumers, followed by job security and economy Therefore, healthy products have a high potential to enter the Vietnamese market and grow in years For breakfast, Vietnamese consumers have traditionally enjoyed many options, such as fried rice, sticky rice, (broth containing rice noodles, meat, and herbs), bun bo Hue (spicy Vietnamese soup associated with the city of Hue) and banh mi (baguette-like bread with savory filling) Those kinds of food are very popular and considered convenient in Vietnam They are also affordably priced at around VND15,000 to VND30,000 per breakfast These days, there is an increase in the demand of Vietnamese people for healthy products; therefore, although it has quite a high price compared to other breakfasts, there is an increase in the market for these healthy ones Besides factors such as nutrition, safety - good for health, the convenience factor is always concerned by smart consumers when consuming products Packaged products with compact designs such as cereal are gradually becoming a trend because of their convenience, ease to move, use anytime, anywhere, and have a unique natural taste instead of products that use artificial sweeteners and flavorings In addition, the cereal market is growing annually, showing an ideal market for the brand Bases on CAGR, the market is expected to grow annually by 6.22% from 2021 to 2026 Our group comes up with an idea to create a new cereal product to introduce to the market in the year 2022 However, there have already been several seading competitors in the Vietnamese market such as Nestle and Xuan An cereal, which is a threat that we have to consider to make out product stand out and succeed We notice from these products that cereal is nutrient and is very ideal for breakfast; however, cereal also contains quite quitequiteunt of calories, especially when combined with milk This can limit e from using cereal to push a healthy life TH Group is established in 2009, TH Group is operating many beverage and food projects, including production and processing of fresh milk, nut milk, clean vegetables, herbs, purified water, fruit juice with five core values “True happiness”, “For public health”, “True nature”, “Environmental-friendly”, and “Innovation” (TH Group, 2020) In line with these values, we desire to launch TH true CEREAL to bring customers a healthy fast breakfast that contains no sugar and low calories with a mildly sweet flavor to provide nutrients and energy for the whole day The special thing about TH true CEREAL is that the main ingredients are from red rice from TH farm to truly qualify the quality of the product The product targets urban customers of all range of ages who care for health and have middle to high income As TH true CEREAL has high quality, it has quite a high price compared to other cereal brands; however, it is worth the spending With many strengths that TH has already had, the company also has to face many difficulties when entering the market with a new product Therefore, besides bringing the product that fits the customers’ needs, it is essential to make them aware of TH true CEREAL and persuade them to choose our product Marketing, therefore, plays an important role in spreading the image and message of the product to attract customers Our marketing plan is designed for the first year of launching the product through three phases with regular marketing activities and four main campaigns to first introduce the product, the message of the product, and engage the community with TH true CEREAL to meet the objectives of the marketing plan I Company TH products always put the criteria of "fresh", "clean" on the top, towards the core value completely from nature, for the health of the community Under the guidance of Labor Hero Thai Huong, Founder of the Group, TH has laid the foundation for Vietnam's clean fresh milk industry, bringing the percentage of imported reconstituted milk powder on the market from 92% (2008) to less than 60% (2020) (TH Group, 2020) TH's success has attracted businesses in the same industry to seriously invest in high-tech concentrated dairy farming to create real fresh milk And consumers have distinguished the real value of fresh milk and enjoy quality products according to international standards Currently, TH is continuing to carry out its mission for public health with the path of clean, organic, healthy drinks and a nutrition project for Vietnamese people Products made from nuts are an emerging consumer trend in the world and have begun to be talked about as a revolution in the nutritional food industry in Vietnam The healthy trend towards natural resources is not only supported by many nutritionists but also shared and followed by many celebrities Grasping the consumer trend, TH Group continuously launches a series of new products to improve people's healthy lifestyles, such as TH true NUT, TH true RICE, one of which is TH true CEREAL This product meets both the requirements of products that improve human health and the five core values of the TH Group In addition, this product is part of the campaign to improve the health of Vietnamese, so its purpose is to improve consumers’ breakfast and provide healthy nutrition for consumers II Product Brief info TH true CEREAL no Sugar is a delicious and nutritious drink made from TH FVF brown rice, oats, lotus seeds, and various grains The product is supplemented with calcium, using dietary sugar, excluding cane sugar Vitamins, minerals, natural fiber help absorb nutrients well and purify the body with 100% whole grain and 100% delicious Features and benefits Features ➢ types: full pack and divided packs ➢ Weight: 400gr & 200gr ➢ Gluten-Free USDA ➢ Contains necessary nutrients and qualified ingredients with red rice originating from TH FVF Red Rice that is carefully selected and applied high cultivate technology ➢ Ingredients exclude plant protection products, fragrance colorants, or preservatives ➢ Flavor: mild sweet ➢ Calories: 130 per cup (30g) Benefits ➢ Cereals contain low-fat ingredients ➢ Fiber-rich cereals are beneficial for the digestive system If you have chronic constipation, it is suggested to load into the body every day about 30g of cereals of all kinds If you have a function high blood cholesterol, one bowl of oatmeal every morning is a perfect choice ➢ Cereals are rich in B vitamins that are beneficial for the energy production quantity of the body In addition, high levels of folic acid are essential for planning for women to have a baby or are pregnant ➢ Cereals contain a good amount of iron, so take advantage of it to supplement it This is essential for the body Pregnant women, athletes, or people with substance deficiencies iron but must abstain from red meat should increase cereals daily ➢ Cereals are low in salt Suitable for people with high blood pressure or heart disease circuit Ingredients Red rice flour 60%, oats 6%, green, black beans 3%, glutinous rice 3%, corn, soybeans, rice, wheat, barley), lotus seeds 3%, vegetable cream powder, coconut powder, skim milk powder 7% (Instant skim milk powder 7%), Isomalt 3%, calcium 0.7%, iodized salt, xanthan gum thickener (E415), sweetener (INS) 951), anti-caking agent (E551), Maltodextrin, synthetic flavoring for food B Situation analysis I Industry Healthy food Citing Nielsen surveys and global reports in 2018, 37% of Vietnamese consumers consider health to be among the top two concerns According to WHO (2021), access to sufficient amounts of safe and healthy food is key to sustaining life and promoting good health A report from CAGR shows that 76% of Vietnamese consumers want to know everything that goes into their food, while 89% are willing to Increasing food prices Increasing utility bills pay more for foods that Q2 2020 Economy claim health benefits In a report, Vietnamese consumers ranked health as their most important concern Q1 2020 Work/life balance Q4 2019 Job security Health 20 40 60 Chart Major Concerns of Vietnamese Consumers behind only their job and the economy This proves that there is an increase in the demand of Vietnamese people for healthy food As health is of paramount importance in Vietnamese concern, there should be more products that claim health benefits This also demonstrates the growth and launching of new healthy and nutrient products entering the market, such as yogurt, milk, cereal,…Nielsen research also indicates that 90% are concerned about the long-term health impact of artificial ingredients Therefore, along with the nutrient effect of the product, customers also care a lot about the ingredients that they absorb, showing that healthy products should provide them with more health benefits Among the top differentiating attributes that Vietnamese consumers consider when choosing healthy products are calcium-fortified, vitamin-fortified, mineral-fortified, micronutrient-fortified, made from vegetables or fruits, all-natural, high in fiber and low or cholesterol According to Vietnamnews, the global market for plant-based foods and products replacing meat is estimated to reach US$480.43 billion by 2024, which offers producers of these products a great opportunity Cereal market to a statistical 600 analysis of Statista in 2018, 500 cereal production for Viet Nam 400 was 48.9 million metric tons 300 Cereal production of Viet Nam 200 increased from 9.09 million 100 metric tons in 1969 to 48.9 million metric tons in 2018 growing at an average annual IN MILLION USD According 186 494 380 236 206 221 2014 2016 258 282 2018 413 427 527 458 308 2020 2022 2024 Chart Predicted sales of Vietnamese cereal market rate of 3.65% 558 2026 Moreover, in the Statista report in 2021, it is highlighted that: ➢ Revenue in the Breakfast Cereals segment amounts to US$413m in 2021 The market is expected to grow annually by 6.22% (CAGR 2021-2026) ➢ In global comparison, most revenue is generated in the United States (US$21,476m in 2021) ➢ About total population figures, per person revenues of US$4.20 are generated in 2021 ➢ In the Breakfast Cereals segment, volume is expected to amount to 108.2mkg by 2026 The Breakfast Cereals segment is expected to show a volume growth of 2.2% in 2022 ➢ The average volume per person in the Breakfast Cereals segment is expected to amount to 0.9kg in 2021 Moreover, there is an upward trend in the sales of cereal from 2014 to 2021 The sales of cereal are also expected to climb significantly in the following years As healthcare is among the most important concern of Vietnamese people, cereal is among the most potential market for brand to develop and enter the market II Consumers’ behavior According to Mrs Nguyen Thi Lam, Former Vice President of the National Institute of Nutrition, the future trend of drinks will be products of organic or natural origin, with limited sugar (Hoàng, 2020) As incomes are higher, the proportion of the young population and the middle class grows, consumers will become wiser and raise standards, towards a green, healthy lifestyle, through the use of food that contains organic and clean ingredients Regarding the impact of COVID 19, people have to stay at home and have more time to care for their health They usually seek food that can be made at home For several people, they not have much time spent in the morning to prepare breakfast for themselves or their family, they have a tendency to choose convenient, quick food but still claim health benefits Product design Packaging is a crucial element in the process of building a strong brand (Kumar and Noble, 2016) No matter how good the product is, it will not be appreciated if it is not convenient and has an inappropriate design A package is said to be qualified when it meets the following requirements the following conditions: easy to feel, easy to open, easy to store, easy to use, easy to handle when thrown away Part size Packaging size and shape are equally important There are many products that have failed in the first place when there is no opportunity to penetrate distribution channels due to size and type Unconvenient shape for display (too big, too small, or eccentric shape, base cover not flat…) According to the associate director of Retail Measurement Services of Nielsen Vietnam, Vietnamese consumers view white or transparent packaging to be connected to something natural Therefore, with TH true CEREAL, we have the main color that is white – blue – red to Price Less calories, more nutrient 21 express the message of the product that is close to nature and also make the product appearance consistent with others of TH products IV Marketing mix decisions Products Feature Cereal is convenience goods that can be used flexibly in many situations With sufficient nutrients that claim health benefits for all ages and natural mild sweet flavor, customers will feel very satisfied with the product, especially when mixing it with TH true MILK or TH true YOGURT, the nu trients will be much higher and bring more flavors to their tongue The main ingredients are red rice from the TH farm The products have two types ➢ Full pack ➢ Divided packs – additional option to bring on occasions such as traveling Quality The product uses the main ingredient is brown rice, a type of rice that is easy to eat and provides full nutrients for the body Packaging Products are packed with clear labels, full product details At the same time, the product has an average size compared to other cereal products, easy to carry, portable and convenient for trading The product will have the form of a paper box, and inside the product is a paper-wrapped package in order to make it easy to use at all times Products use paper boxes to ensure environmental safety The package has a consistent design with other products from TH and the main color is white – blue – red from red rice 22 Price With the goal of bringing the most favorable price to customers, TH Group divides the price of TH red rice CEREAL cereal into types and its price is applied to both types: ➢ 400g with the price of 108.000 VND ➢ 200g with the price of 68.000 VND The price of TH red rice CEREAL is higher than the average price of cereal products in the market For example, the product of GYM Cereal for Weight Gain and Muscle Gain with a weight of 500g is only priced at 75,000 VND, green Calbee Cereal with a weight of 350g is priced at 60,000 VND However, with TH true CEREAL product, the nutrient composition will be higher, the amount of fat in the product will be less than other cereal products, around 8% to 10% Promotions Message Strategy: “TH true CEREAL – Bữa sáng Việt, sức khoẻ Việt” In order to bring customers a healthy breakfast, we want to convey this message through all campaigns and activities Advertising Products are promoted through social media such as Facebook, Youtube, Tiktok, to reach customers the fastest and most conveniently At the same time, the advertising will be done through sticking billboards at product agents, posters with high incentives The purpose of advertising is to widely publicize cereal products with high utilities and good health for users Public Relations events (PR) TH Group will promote the product through promotional campaigns at a number of major universities, high schools and primary schools in the North, Central and South regions of Vietnam The purpose of the campaign is to target users' awareness of the health benefits that the product brings 23 At the same time, new cereal products will be advertised at TH true Red Rice CEREAL agents in big cities such as Hanoi and Ho Chi Minh The purpose of advertising in big cities is because of the large number of people, the surrounding environment has a high pollution rate, leading to a sense of supplementing nutrients to ensure health Discount The product distribution agents will organize weekly promotions, give membership cards to loyal and potential customers, and collect information about customer demand for products In addition, the company will organize great promotions such as buy get free, buy many products will get discounts to bring convenience in the shopping of customers Marketing campaigns We focus on four campaigns following three phases of the objectives ➢ Brand Awareness Building brands and the influence of products on customers through methods: - Buy get free program: Create a buy get free program to encourage customers to use multiple products packs of TH true red rice CEREAL will come with extra pack in the packaging At the same time, this promotion will be distributed at retail outlets, official agents, and product distribution supermarkets such as Tmart, Vmart, Circle K, etc., along with a cereal trial counter set up in the entrance area - Organizing a nutrition seminar: The purpose of this seminar is to ta into the psychology of customers about health issues, to convinc them that cereal products are a safe solution for them to improv their health and supplement nutrients nutrition During the workshop, customers who participate will be given a handbook on how to balance nutrients, and when they leave, they will be given a packet of cereal to try 24 The above two methods will be used as small marketing steps for the product, as a basis for evaluating and developing the product advertising to the wider market The seminar is only organized at TH schools as we want to reach to TH audience first ➢ Introduce the product image and message Creating MV in Youtube with KOL Continuing the success of other cooperation between TH and KOLs, this year, in 2022, we decide to have Tlinh to create a Youtube music video and convey the message of TH true CEREAL - Message: The key to success is good health The key to good health is a healthy breakfast - Description: MV is about minutes with Tlinh as the main character The song is about how to fulfilling enjoy life We can introduce both types of TH true CEREAL through MV by scenes Tlinh has cereal for breakfast When eating at home, she uses the full pack type When she has to go on a flight early in the morning, she uses the divided packs and then has breakfast at her hotel - Story: People may see Tlinh as an energetic gen Z girl with early success and support from a wide range of audiences She has to get used to skipping breakfast due to her schedule However, to have this achievement, she has to trade-off between her health and her success, which makes her success unfulfilling Sometimes, she cannot enjoy moments with her friend and family Then, her mom realizes and helps her improve by preparing TH true CEREAL, a fast, convenient and nutrient breakfast She enjoys eating TH true CEREAL with milk and yogurt from TH, and then thanks to having breakfast on a daily basis, she feels more energetic and can fully enjoy life 25 ➢ Boom: Engage and amaze the community - Target: • Enhance brand coverage by engaging the community, especially the young age 20 - 35 years old, who love to exercise and take care of their appearance, follow bloggers, groups, pages about healthy lifestyle, update trends in cosmetics, fashion & food, shop on websites FB, IG & E-commerce pages, learn about products that are good for health and beauty such as cereals, brown rice, nut milk • Foster the value of TH true CEREAL when it can be combined with other TH products to create delicious food This will also help to create the TH product ecosystem Moreover, by using other products of TH such as TH true MILK, TH true YOGURT in combining with TH true CEREAL can approach closer to customers, especially those already know to get used to former products • Suggest people many delicious, fast and easily formulated dishes to try at home - Insight: Although healthy products are good for health, they are not delicious, boring and have quite a high price - Key message: Healthy products can be both nutritious and delicious Moreover, it can be created for various types of dishes - Description: TH goes with KOLs/Influencers in creating dishes using one of TH ingredients, and mainly TH true CEREAL under a mini-game with special gifts for the winner having the most votes from the community In the first period, the campaign approaches KOLs/Influencers to create trend and spread to a wider scale of the community In the second phase, the community can freely take part in the competition/trend In the last phase, there will be no border among those who take part in the campaign 26 - Special gifts: iPhone 13 Promax (freely choosing the color) The top three videos that receive the most interactions with outstanding creative dishes will be on the blog of TH true MILK Moreover, TH will record a video of making these dishes and use these formulas to prepare for the children’s campaign - Platform: Minigame on Tiktok with hashtag #Thmasterchiefs that will be used throughout all videos - Marketing campaign through Tiktok, Facebook, Website, … • Tiktok: the base platform for the campaign to take place This helps to create trending videos and voting rules • Facebook: reach to a wider scale of customer • Website: Top three dishes will be blogged here ➢ For the community - Target: Enhance brand coverage by engaging the community, increasing customer confidence - Description: Inside the cereal box is a QR code that is equal to a different range of money donated to the COVID-19 Vaccine Fund (10.000 500.000) - Key message: TH spirit – For the Vietnamese - Platform: TH community website that people can scan code and donate a respective amount of money The total money will be published and active on the website Facebook and Tiktok to introduce the campaign and the way to donate Besides, Tiktok helps to spread wider to the community and engage them more Place Products are widely distributed throughout regions: North, Central and South Product sales locations include TH true Mart supermarket, retail Vinmart supermarkets, retail agents, shops around schools, companies, … 27 Customers can buy products through the website www.thmilk.vn or directly call the hotline 1800545440 for advice and purchase products People ➢ High focus on employees’ recruitment and training to match both technical (professional) and soft (interpersonal) skill requirements ➢ Provide employees with both technical training and bonding sessions to further improve and amplify employees’ technical and soft skills ➢ Selective KOLs, celebrities and other representatives in advertising campaigns that match and amplify a brand’s personalities We intend to cultivate both professional and emotional qualities, it is essential that employees of TH Group are the representatives of such values, as they are the ones to directly interact and express the value of products to customers Physical Evidence The core value of the product brings trust to users Minimal and eye-catching design consistent with other products makes it easy for customers to access and use Neat and eyecatching sales staff uniforms will create a brand image The retail units are decorated with two main colors: white and blue - a prominent feature of TH Group ➔ Enhancing the professionalism and aesthetics of the product to leave a deep impression in the hearts of customers, thus strengthening the prestige and distinction of the p roduct Process TH Group’s business process is composed of the goal of enhancing, refining and maintaining the two key features: service and product quality, and the pub-style and atmosphere 28 Service and product quality Aims for perfection from employees’ working performance to the offered items and products, TH Group strives to provide customers with a professional experience of its services and products ➔ The key feature for obtaining customers’ trust and loyalty, essential for the business’s long-term survivability and development Style and atmosphere Highly focused on the natural style and product quality of the brand, TH Group is always honest with natural colors, bringing a fresh and healthy feeling to customers Not only on the surface of the social image and decoration, but also the attitude of the staff and the level of professional sales to clearly define the brand's character to its core values ➔ A business aspect is necessary to separate the brand from its comp etitors, make the brand stand out in the market and thus arouse and attract customers 29 D Implementation and control I Action plan Objective Channel Detail TH Product seller Message/Name Description Performer Time true Buy get free packs of TH true red Seller, staff MART, program rice CEREAL will come retail with extra pack in the Raise brand stores, packaging awareness supermark ets… Event TH “Sống khỏe Nutrition seminar with - Experts schools, TH” experts, influencers like - Influencers pop-up Giang Ơi, Ngọc Khánh, - Event team workshop … - Communication team - Content team Raise brand awareness, increase Social Music media video “TH true CEREAL – campaign - Collaboration with - Design team Tlinh - Content team - 30s TVC - Edit team - Communication purchases team 30 1/3-1/4 - Ads team - Marketing team Instagram - TVC ads & - Poster ads Facebook, YouTube ads TikTok Campaign - Key - on TikTok message: Healthy TikTok users - Communication 15/4-15/7 create dishes using team - Enhance products brand both nutritious and coverage delicious Moreover, hashtag - Event team - Foster the it can be created for #THmasterchiefs - Ads team value of TH various true dishes can types be TH true CEREAL - KOLs, - Video must include the influencers of - Most popular videos will - Content team receive gifts CEREAL - Creator - Marketing team will be promoted on TH social media 31 Online Campaign - through spirit Enhance TH Vietnamese different range of money - Landing page customers website “Người Việt sức donated to the COVID-19 team khoẻ Việt” Vaccine Fund (10.000 - loyalty and Campaign TH - Inside each cereal box is - Customer – For the a trust QR code with a - Production team 500.000) Customers can scan codes on the TH website 32 1/8-1/1/9 II Budget In the first year of launching the product, TH needs to focus on marketing activities to attract people by taking activities on social media or organizing campaigns The total budget is estimated to be around 30 billion VND In the second year, the total budget will be lower by around 20 billion In this report, we estimate for the first year in 2022, from the period of launching the product in March Activities Social media advertising for trade promotion, retail store, distribution channel Nutrient workshop at TH school Budget (VND) 20 bil Conducting MV bil 2.5 bil Campaign TH spirit – For the bil Vietnamese “Người Việt sức khoẻ Việt” Tiktok Campaign bil -Key message: Healthy products can be both nutritious and delicious Creating MV on Youtube with KOL bil TOTAL BUDGET 31.5 bil III Controls Because many surprises occur during the implementation of the marketing plan, TH true Cereal team is planning tight control measures to evaluate and closely monitor product quality, marketing campaign, customer satisfaction and budget TH true Cereal team will set goals for each phase of the plan, then evaluate the differences between goals and 33 performance Finally, the team will take corrective action to close the gap between goals and performance Product quality H true Cereal’s goal is to be a delicious and nutritious food that is suitable for everyone The product must fully satisfy the requirements that we had mentioned in the product part Our team will test the product regularly by applying dimensions of product quality (David Garvin) to make sure that the products sold are of the best quality Marketing campaign TH true Cereal team has designed campaigns that match with each of the marketing phases In each campaign, we set the KPI to evaluate the effectiveness of the campaign Besides, our team also monitor the campaign closely to make a corrective decision whether the campaign did not meet the goal Customer satisfaction we measure the satisfaction based on the purchase frequency, the monthly revenue… If these results are positive that the indexes increase each month, we can say that the customer is satisfied with TH true Cereal On the other hand, if there are negative results that the indexes are not stable or decrease, our team had responded to find the reason through making research, surveys Budget TH true Cereal team has created an expected budget table, during the campaign run process, our team will compare the expected budget with the actual expenditure to measure if the campaign is stable, effective and profitable If the variance between budget and expenditure is negative, we will find the reason and take corrective action such as reducing or halting expenditure, using contingency funds, delaying the activities (Griffin, 2002) 34 References Ghafoor, M M., Iqbal, H K., & Riaz, U (2013) Importance of Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer 4(5), Griffin, J (2002) Customer loyalty: How to earn it, how to keep it (New and rev ed) Jossey-Bass Hoàng, G Q (2020) Đồ uống tốt cho sức kh ỏe xu hướng tương lai Zing News Ngũ cốc dinh dưỡng Nestlé NESVITA (n.d.) https://www.nestle.com.vn/vi/brands/beverages/bot-ngu-coc-nestle-nesvita NGŨ CỐC GẠO LỨT HUYET RONG 400G (n.d.) https://xuanan.com.vn/sanpham/ngu-coc-gao-luc-huyet-rong/ Sedef Nehir El and Sebnem Simsek (n.d.) Food Technological Applications for OptimalNutrition: An Overview of Opportunitiesfor the Food Industry https://ift.onlinelibrary.wiley.com/doi/epdf/10.1111/j.1541-4337.2011.00167.x TH Group (2020) TH Grousp https://thgroupglobal.com/ THOMAS BUSH (2019) PESTLE Analysis of the Food Industry https://pestleanalysis.com/pestle-analysis-of-the-food-industry/ 35 ... a series of new products to improve people''s healthy lifestyles, such as TH true NUT, TH true RICE, one of which is TH true CEREAL This product meets both the requirements of products that improve... company that has built a reputation with many previous products such as TH true MILK, TH true YOGURT, TH true JUICE Therefore, with TH true CEREAL, the goal here is to make users remember the product. .. design that is consistent with the design of the whole TH products, with red-brown as the primary color The name TH true CEREAL is created based on the consistency with other products The brand