Vinamilk marketing plan INTRODUCTIONABOUTVINAMILK

Hanoi University Faculty of Management and Tourism Vinamilk Marketing Plan Lecturer: Mrs Le Minh Hang Tutor : Mrs Vu Nguyet Minh Tut - Group Group's member: Nguyen Thuy Hien - 1904010033 Vu Thi Thuy Hue - 1904010041 Do Thuy Duong - 2104050012 Oyunchimec Anujin -18L4000001 CONTENTS 01 Summary Executive 02 19 Marketing Objectives Company Introduction 04 Current Marketing Situation 14 SWOT analysis 18 Main Issues 20 Marketing Strategies 23 Action Program 28 References SUMMARY EXECUTIVE Vinamilk, with the mission "To deliver the most valuable nutrition to the community" has become one of the leading companies in the dairy industry in Vietnam Vietnamese living standards tend to be higher because of the development of Vietnam's economy, which means people take more consideration of their wellbeing, demanding more nutrients apart from daily food Hence, one kind of product is believed to be ideal, complete, high-nutritious and safe, and suitable for all ages, which is milk Milk product lines with a potential market in Vietnam have brought back great profit for Vinamilk and make it one of the majority proportions of Vietnam's dairy market share However, it is very inevitable that there are some existing risks that the company does not still solve suitably Based on secondary research, this report discusses the marketing research one of the VINAMILK's product line - milk First of all, the research gives you information about the current marketing situation (internal environment, micro one, and macro one) of VNM Second, a SWOT analysis will be presented clearly in the paper Following the SWOT analysis, we will state the important problems related to the company Third, marketing strategies and marketing objectives must be analyzed to solve the mentioned issues and achieve these objectives This report based on gathered information from textbooks, journals, and online web pages relating to the contents of the marketing mix 4Ps provides insight and appreciates the issues of Vinamilk which have not been accessed and discussed to consider and improve their product in the future The last thing indispensable for this marketing research is to propose an action program and illustrate products, posters, TVC, etc so that all staff in the company can follow and run the whole plan to improve current major problems 1 I INTRODUCTION ABOUT VINAMILK Vietnam Dairy Products Joint Stock Company (Vinamilk), with over 200 dairy products, including fresh milk, yogurt, condensed milk, soymilk, etc distributed in over 30 countries (Vinamilk 2021) The company was established on August 20, 1976, by joining three milk brands in southern Vietnam including Dak Lak, Truong Tho, and Thong Nhat (Vinamilk) Its main office is located in District 7, Ho Chi Minh city When mentioning the mission of the company, the Chief Executive officer of VNM named Mai Kieu Lien said that: “To manufacture one of the leading products in the market, we must always be innovative Innovation is a vital element!” It is the reason why VINAMILK has been consecutively holding the first position in the dairy market in Vietnam in recent years It has been shown on the website viettrade.com that the company includes 15 factories and Global G.A.P certificate farms and manufactures more than 250 products and services which are mainly made of both buttery and milky, consisting of Powdered Milk, Infant Cereal, Milk Drink, Condensed Milk and value-added ones as yogurt, soya drink, ice cream, etc Vinamilk has demonstrated development: quality and innovation are always the most important features; therefore, they achieved the National Quality Award for 23 consecutive years (VNExpress 2019) According to Forbes Vietnam rankings in 2019, Vinamilk is in first place among 50 companies that have the best price The company’s vision is to become a world-grade brand in the food and beverage industry, where people put all their trust in nutrient and health products and their mission is to deliver valuable nutrition to the community It is noticeable that most of Vinamilk's products account for the highest market share in Vietnam’s dairy market Spoonable yogurt, which is discussed most in this report, often amounts to over 80% over many years Other products such as condensed milk, liquid milk, and powdered milk also comprise the highest percentage of market share in Vietnam In addition, the group bought Moc Chau company in the last month of 2019 VISION To become a world grade brand in food and beverage industry, where people put all their trust in nutrient and health products MISSION To deliver the most valuable nutrition to community with all respect, love and responsibility CORE VALUE To become a world grade brand in food and beverage industry, where people put all their trust in nutrient and health products II CURRENT MARKETING SITUATION INTERNAL ENVIRONMENT a Marketing orientation The marketing concept is a marketing management orientation that Vinamilk always follows as it is clearly reflected in the company's vision: "To become a world grade brand in food and beverage industry, where people put all their trust in nutrient and health products." On the one hand, this concept brings to Vinamilk many opportunities Firstly, the company conducts continuous marketing audits and marketing research, which enables it to respond quickly to the change in buyer behavior Consequently, the decision-making process is no longer based on hunches but on reliable scientific data and the proper interpretation of such data, which means more certainty in the firm's profits Secondly, this concept directly benefits consumers by allowing them to buy products at affordable prices, of better quality, and at convenient locations Moreover, by maintaining long-term relationships with customers through service and quality that they can trust, customer retention, and new customers over time will be ensured However, as opposed to a selling concept which only focuses on sales and promotion, businesses operate from a marketing concept that requires implementing a set of marketing tools that are coordinated asynchronously and systematically to achieve market goals When an organization practices the marketing concept, all its activities such as research and development, distribution, quality control, finance, manufacturing, selling, etc., are all focused to satisfy the consumer needs and wants Because of this, it is more expensive to market a product following the marketing concept than the selling concept In Vinamilk's organizational structure, the departments are deliberately and sensibly separated, with particular tasks for each person and function in the firm Thanks to this organizational structure, the company operates effectively and improves cooperation among departments, creating a cohesive and strong Vinamilk Facilities Organizational structures b Infrastructure Human resources 02 01 From the initial three factories when established, up to now, Vinamilk currently has 13 domestic factories that are invested in scale and apply the world's leading technology This factory system enables Vinamilk to develop more than 250 types of dairy products in 13 product categories, from condensed milk, liquid milk, powdered milk, yogurt, ice cream, and soft drinks Not only stopping in the country, the company also continuously expands investment abroad In addition to 10 farms and 13 domestic factories, Vinamilk also has three factories in the US, New Zealand, Cambodia, one subsidiary in Poland and is promoting exports to new markets such as Thailand and Myanmar and Africa By 2022, Vinamilk has over 10,000 people operating at 34 member units around the country Vinamilk has long advocated for employee respect and equality in terms of gender, geography, and religion Everyone, regardless of field or level, is free to express their values and contribute to the company's success According to CareerBuilder Vietnam, Vinamilk is rated in the Top of the 100 most favorite employers in 2020 and rose to the top of the Top 10 most favorite employers of the fast-moving consumer goods (FMCG) industry 03 c Business performance MARKET SHARE According to Euromonitor, in 2021, Vinamilk leads in market share of the whole industry, accounting for 43.3% (excluding Moc Chau Milk) with a strong distribution network covering 64 provinces and cities in Vietnam In particular, in some segments Vinamilk holds a very large market share such as condensed milk (accounting for about 80%) SALES The Covid 19 epidemic hit the dairy sector in general in 2021, and Vinamilk is no exception However, Vinamilk finished 2021 by achieving a new revenue record, reaching the VND 60,000 billion mark for the first time Notably, consolidated sales increased by over 10% in the fourth quarter of 2021, the strongest quarterly rise in nearly years This revenue record is the result of contributions from all three segments: domestic, export, and overseas branches According to the newly published annual report of Vinamilk, the company plans to raise its market share by 0.5% to 56% and revenue by 5% to VND 64,070 billion in 2022-2026, which is higher than the 2.2% rise in 2021 In addition, profit before tax for the whole year is expected to reach VND 12,000 billion STRATEGIC BUSINESS UNITS Vinamilk products have mostly fallen into the star stage, which consists of milk product line Milk is one of the potential products that Vinamilk should expand and develop strongly It accounts for high market share (over 80%, data from Nielsen) in the milk consumption market in Vietnam Beside that, according to Euromonitor, Vietnam's dairy market in 2020 increased by more than 8% compared to 2019, thanks to the rapid growth of yogurt and drinking milk products In which, the yogurt industry has the highest growth with 12% As a result, it is clear that Vinamilk products faces high competition in the Vietnamese market as well as the international market (high business growth rate) Therefore, Vinamilk's products are considered a star stage d 4Ps review Products Product line Branding Vinamilk is obviously a well-known milk brand in our nation It is not difficult to understand what the Vinamilk brand represents because it is both striking and memorable VINA is the abbreviation for the Vietnamese ethnic name MILK would want to underline that Vinamilk's goods are derived from milk when translating the English word as Milk VINAMILK is Vietnamese milk, Vietnamese nutrition, and it helps Vietnamese youngsters replenish their nutritional resources Additionally, VI is also VICTORY in English which means victory, representing the fierce spirit, always overcoming all challenges and difficulties to reach the top of glory Logo Within the Vinamilk milk emblem is the symbolic term VNM, which is linked to the Cube Icon for perfection, the circle of perfection product samples Vinamilk's logo's cylindrical block has a deeper significance, signifying protection Packaging Main color gamut: Blue, white, green Materials: international standard quality such as plastic, carton, metal, depending on the different type of product Specifically, samples of Vinamilk's yogurt jars have been certified for safety by the Technical Center for Standards, Measurement and Quality for users since April 2009 Quality standard The most advanced, world-class dairy plants network for top-quality products The activities related to studying ingredients composition, improvement and standardization of testing methods are regularly implemented by the Research and Development Center, Food Safety Assurance Department and Production Department Moreover, Vinamilk also coordinates with the National Institute of Nutrition and testing centers to develop and complete processes and methods for testing and controlling food safety and hygiene Vinamilk's laboratories meet the requirements of ISO / IEC 17025: 2005 In addition to the quality standards, Vinamilk also applies other advanced management systems in the field of energy and environment Product support Phone number for customer service: 1900 636 979 Email: vinamilk@vinamilk.com.vn STRENGTHS A high brand awareness along with a number of loyal customers in the domestic market As Kantar Worldpanel wrote in their report “Most chosen FMCG brands in Vietnam's urban areas in 2021, by penetration rate”, published on July 21st 2022, “Vinamilk preserves position as the brand owner being picked up the most in Urban key cities for the 9th consecutive year” Vinamilk accounts for a sizable portion of the Vietnamese dairy product market Yogurt, which received the greatest attention in the survey, has a market share of 84.7% Vinamilk has a diverse product portfolio which can satisfy the demand of different types of customers Currently, the company has a wide range of products, consisting of 15 product lines such as: liquid milk, yogurt, condensed milk, ice cream, beverages, etc with some well known brands like Ong Tho condensed milk, Vinamilk yogurt, Vinamilk fresh milk Vinamilk employs effective and successful marketing strategies Vinamilk spent lots of money and time on marketing and partnered with numerous social and government groups to carry out important community activities and campaigns such as "Sua hoc duong," "Share hanh phuc, doi yeu thuong," and "Quy mot trieu cay xanh Vietnam." The company has a strong R & D technology All of the Vinamilk factories were built with modern and high-quality equipment imported from European countries such as Germany and Italy The fact that Vinamilk is the only company in Vietnam with Niro technology stands out (Denmark) As a result, VNM's products are of high quality, and the company has several farms that have received Global G.A.P certification 15 OPPORTUNITIES Vietnam is a potential market with an increase in dairy products’ demand According to Vietnam’s General Statistics Office, “The average population of Vietnam in 2022 (up to November, 2022 was 98.17 million people…, equivalent to an increase of 1.09% comparison with that in 2021.” This population has made Vietnam become the 15th most populous country in the world and our population growth rate is greater than the average of the world - 1% in 2021 Beside that, GDP per capita of Vietnam is $4.075 USD in 2022 (https://cafef.vn) while the target is set around 3,900 USD As living standards are rising, Vietnamese people have a tendency to spend more money on health, their “want” as well as the nutrition comes from dairy products With the variety in products range, Vinamilk can offer consumers of all ages and with all purposes, making this a huge growth opportunity The second chance is the supply of materials The government has given Vinamilk's support Additionally, tax rates on imported goods have decreased (2-5%) by Ministry of Finance With the above approach, the company's material problem is no longer a big obstacle, helping to control costs and input materials Since import duties on dairy products are lower than required by WTO agreements, there is an opportunity to reduce production costs Vietnamese consumers' perceptions of Vietnamese goods are being addressed Following a succession of findings of melamine-contaminated dairy goods in China and adjacent countries, as well as the fact that some finished milk powder products have a substantially lower protein content than stated on the box, they are still being distributed This contributed to promote the trend of consumers switching to purchase reputed brand products This is an excellent opportunity for Vinamilk to demonstrate the high quality of its goods Furthermore, the first dairy product promotion, "Vietnamese people use Vietnamese goods," has strengthened the competitiveness of domestic dairy enterprises, particularly Vinamilk 16 The suppliers of input raw materials are unstable Despite investing in many dairy farms in accordance with international standards, the company's primary raw materials must still be imported from abroad The farmer is being pressed by raw milk collectors, reducing the domestic source of raw milk dramatically The reason for this issue is that the current dairy sector in Vietnam is primarily households (95%), and the entire output of fresh milk only fulfills 20-25% of total milk consumption 17 THREATS The presence of many powerful competitors both in domestic and abroad, particularly significant dairy firms from around the world such as Nestle, Dutchlady, Abbott, Enfa, Anlene, Mead Johnson, and others Furthermore, as part of its WTO membership, Vietnam agreed to cut the tariff on dairy products such as butter and yogurt from 10% to 3% or 7% This is an opportunity for Vinamilk's competitors to gain a foothold in the Vietnamese market IV MAIN ISSUES Issue comes from the product in the existing 4Ps part The general public's perception of Vinamilk goods Vinamilk has spent too much money and time on marketing to establish its brand image Customers, on the other hand, not always believe in the source of raw materials used in VNM's goods It has a detrimental impact on the company's brand image, which is important in customers' purchasing decisions Vinamilk must be aware of its competition and improve product quality more and more In a harsh environment, customers are increasingly looking forward to new and more perfect products Therefore, to maintain its position in the industry, the company must regularly focus on developing new products, diversifying products, researching new products such as low-calorie weight loss products for children and adults are obese Issue comes from the place in the existing 4Ps part Currently, people tend to shop online, especially after the epidemic, making online purchases is extremely necessary Meanwhile, Vinamilk still gives priority to selling through traditional distribution systems such as supermarkets, wholesalers, and retailers Although Vinamilk's official channel is available on Shopee, and Lazada; the distribution, and shipping through Shopee and Lazada will partly affect the company's costs In addition, there are many unofficial channels on Shopee, Lazada also sells Vinamilk's products, thus affecting the quality and reputation of Vinamilk's product brand 18 V MARKETING OBJECTIVES Business objectives Increasing 10% in revenue over the same period last year Reduce the cost of imported goods to raise profit, lower the price that everyone at all social classes can reach Marketing objectives Increasing 5% in market share Attract new clients by focusing on the quality of the product Increasing user loyalty to Vinamilk brand Communication objectives Become the first recognized brand in consumers’ mind in dairy market Open more websites, online forums, etc so that individual customers can easily cultivate and contribute ideas to understand more about the product Vinamilk can use software to exploit customer data such as Google Trends, Google Keyword Planner, etc, and combine it with historical data in the process of business contact with customers 19 Products Vinamilk's milk products are currently in their mature stage Although there are prominent competitors in the yogurt market, such as TH True Milk, Da Lat Milk… Vinamilk has brought numerous high-quality items to customers and attracted a large number of loyal customers after more than 40 years of operation By reason, getting the brand out of this stage is challenging In this situation, the manufacturers can provide fresh flavors, colors, ingredients, or packaging to re-energize consumer purchasing Moreover, as customers' awareness of environmental issues is increasing, Vinamilk should use environmentally friendly and easily recycled materials for packaging Price In the policy for new products, Vinamilk can pursue the following basic goals: maximizing profits, increasing market share, and leading in quality Vinamilk should use market-penetration pricing when releasing the new products to attract more and more buyers, leading to a high market share Moreover, product bundle pricing could be used to combine several products of Vinamilk and sell at a reduced price as customers are always confused between many selections, they could go for the one which provides them all benefits but at a lower purchasing price Place As a result of technological advancements and the increasing expansion of direct and online marketing, new types of resellers are displacing old intermediaries The company needs to organize distribution channels to create favorable conditions for the distribution of products in a more convenient and faster way to promote product consumption in the market to keep it at a low level of the company's inventory in the following years In addition, according to statistics, most rural consumers have the habit of shopping through traditional channels Therefore, to successfully penetrate the rural market, the building of a distribution system must focus on wholesale stores in markets and agents in key residential areas VI MARKETING STRATEGIES 20 Promotion There are many different methods of advertising; the appropriate type of advertising will be decided based on the product, market segment, and financial situation of the organization To best fit the customer group company is targeting, our group shall select the following types for Vinamilk’s products range Television advertising: using music in marketing campaigns because of the many benefits TVC producers can advertise through music to deliver poetic emotions or practical, logical appeals through speech and writing When the product and the song content combine together, the image of your product will be easier for consumers to remember, especially the melodies that are easy to remember and easy to sing Therefore, music can become a bridge between listeners and the content that TVC advertising wants to convey This bridge gives advertising aesthetic values, making TVC more interesting, thereby attracting more customers Disadvantages: high cost, transient exposure, low object selectivity Digital and social media (Youtube, Facebook, Instagram, Tiktok…) Short clips (about 15-30 seconds) related to the year's major events Events such as Hello Summer, Hello New school year, Vietnamese Women's Day, Christmas, Tet holiday The average cost of these social media shows so that our clips receive a lot of views, specific likes, and are not too expensive, is around 50 million VND Sales promotion: the "golden week" or "gold shopping" programs to encourage customers to buy more in the last months of the year: free gifts, discounts on first-time purchases, discounts when customers refer acquaintances to purchase, discounts based on quantity or value of products, discounts based on like, follow or share on social networks, exclusive social discounts or discount to loyalty customers Public relation programs: planning a campaign “Shaping a healthy lifestyle with Vinamilk” 21 Timeline: June, 1, 2023 to June, 21, 2023 Message: “Start journey of shaping a healthy lifestyle with Vinamilk”-” Hành trình hình thành lối sống lành mạnh với Vinamilk” Format: Running advertisements, kick-starting challenge of sharing daily healthy diets with Vinamilk products, giving gifts to children living in highlands Budget: Total spend on charity is 150,000,000 VND Expenses for other events is VND 495,000,000 22 VII ACTION PROGRAM 23 PROGRAM FRAMEWORK ACTION PROGRAM Stage 1: Campaign preparation Objective: Informing people about Vinamilk’s new campaign: “Shaping a healthy lifestyle with Vinamilk” Methods: Making a survey about how people choose different types of nutrient food to maintain a healthy lifestyle Online survey + Channels: Facebook Fanpage, E-Magazine, Youtube channel Target customers: people in aged group from 15 above Specific activities: + Creating a social post along stunk the survey link on Facebook or Instagram fanpage with the content about how products made by milk play an important role in improving people’s health + Running short video ads with the main content of how people follow a healthy lifestyle => Running short video ads on facebook or youtube stuck the survey link 24 Stage 2: Campaign running Objective: + Stimulating the purchase of consumer + Increasing people’s acknowledgement of products that is good for health Activities + TVC advertising with the message “Shaping a healthy lifestyle with Vinamilk” Running TVC ads on VTV1 VTV3, Posting video ads on youtube channel, facebook, instagram accounts + Challenge kick-starting Stimulating people to start sharing their daily diets, tips for keep a healthy body, by using Vinamilk’s no sugar products like milk, yogurt, nuts milk, along with hashtag “ShapingahealthylifestylewithVinamilk” Each participant who joins the challenge will present one gift for a disavantaged children belongs to the charity framework of Vinamilk Booking some KOLs participating challenge: Tun Pham, Ngoc Khanh, Tri Phan + Charity planning: giving gifts, specific milk products to children who are living in locations having harsh weather conditions + Making banners to promote campaign Stage 3: After campaign Challenge results: High number of challenge participants An increase in interaction amount in social accounts and Vinamilk website views number An increase in the number of ordering products such as no sugar yogurt, milk, nut milk, 25 Từ 1/6/2023 - 21/6/2023 26 VIII CONCLUSIONS In conclusion, we hope that this report can bring a deep-insight into the marketing environment as well as the marketing strategies of the Vinamilk company Generally, as we mentioned before, Vinamilk has built effective marketing strategies that help expand their products market, focused on the most preferential products, and also develop other product lines appropriate with current food-consuming trends Beside that, there are still some crucial aspects that Vinamilk should pay more attention to, specifically, allocating more of their products to other locations such as the Northern area which is a potential consuming market if they want to win a vantage position over other competitors Our group made an action programs and marketing plan for new campaign: “Shaping a healthy lifestyle with Vinamilk” through this link: Timeline Campaign Plan 27 References Nguyen, D., H., (2021) Phân tích chiến lược marketing Vinamilk Vidco group https://vidcogroup.com/chien-luoc-marketing-cuavinamilk.html? Retrieved from: fbclid=IwAR2eYoBiRScGoABYO04LUmo6IDYQvVQrQEWubQQkh2ebwIEE9lha65_Y3k Luong, H., (2021) Chiến lược marketing 4P dẫn đầu thị trường Vinamilk Marketing AI Retrieved from: https://marketingai.admicro.vn/chien-luoc-marketing-4p-cuavinamilk/? fbclid=IwAR3YnMN-Yu9NtcIf5- 3m6sf9_QMLCYHhr8wu5WT9_cWYILHqL53b2VIoqSo Hoang, Y., Vinamilk lên tiếng nguồn nguyên liệu sữa Dairy Vietnam Retrieved from: https://www.dairyvietnam.com/vn/Sua-Viet-Nam/Vinamilk-len-tieng-ve-nguon-nguyen-lieusua.html? fbclid=IwAR1WyMAMLLCbeMJPD0IF_ozxYRoquY8JeDf93enIogO90Rppc9rwb sdFAmo Vinamilk UHT 100% Fresh Milk: Micro Environment, Macro Environment, SWOT Analysis, STDP Eastasiabr Retrieved from: https://eastasiabr.wordpress.com/2016/05/06/34/?fbclid=IwAR0C4L0Vsl7KD6zznjllCbUkx7 q4zRFjhfz4ZeHzMhuD13qJQnPJikEJkX8 Annual report Vinamilk Retrieved from: https://www.vinamilk.com.vn/en/annual-reports/ Vietnam demographic Worldometer Retrieved from: https://www.worldometers.info/demographics/vietnam-demographics/ Vị đồ kinh tế Việt Nam (2021) Retrieved from: https://nhandan.com.vn/nhandinh/vi-the-vaco-do-kinh-te-viet-nam-631311/ Vietnamese dairy sector expands to international market despite Covid-19 (2021) Retrieved from: https://sggpnews.org.vn/business/vietnamese-dairy-sector-expands-to-internationalmarket-despitecovid19-91249.html VGP (2019), Propose to reduce import tax on dairy products from 2-5% Retrieved from http://baochinhphu.vn/Chinh-sach-moi/De-xuat-giam-thue-nhap-khau-cac-mat-hang-sua-tu-25/382754.vgp Vietnamnews, “NutiFood becomes market leader in baby milk industry”,viewed July 15th 2020 Retrieved from https://vietnamnews.vn/economy/769902/nutifood-becomes-market-leader-in-baby-milk-industry.html Phat Dat (2020) “Tripod” strategy a Vinamilk cash cow Online VnExpress International Available at: https://e.vnexpress.net/news/business/companies/tripod-strategy-a-vinamilk-cash-cow-4141720.html World population review (2022) Milk consumption by country 2022 Available at: https://worldpopulationreview.com/country-rankings/milk-consumption-by-country Pr Newswire (2021) Vinamilk promotes healthy lifestyle and steps up donations in the fights against COVID 19 Available at: https://www.prnewswire.com/news-releases/vinamilk-promotes-healthy-lifestyle-and-steps-up-donationsin-the-fight-against-covid-19-301320107.html 28 Vinamilk (2017) Sữa tươi Vinamilk 100% - Thương hiệu sữa tươi dẫn đầu thị trường Việt Nam Available at: https://www.vinamilk.com.vn/vi/thong-cao-bao-chi/1598/sua-tuoi-vinamilk-100-thuong-hieu-sua-tuoidan-dau-thi-truong-viet-nam Vinamilk New product technologies Available at: https://www.vinamilk.com.vn/en/improvement-innovation/new-production-technologies T.Lan (2022) Năm 2021 Doanh thu Vinamilk lần đầu vượt 61.000 tỷ đồng Diễn đàn doanh nghiệp Available at: https://diendandoanhnghiep.vn/nam-2021-doanh-thu-vinamilk-lan-dau-tien-vuot-61-000-ty-dong218222.html 2022 Prospect of attracting foreign investment into Vietnam in 2021 General Statistic Office Available at: https://www.gso.gov.vn/en/data-and-statistics/2021/04/prospects-of-attracting-foreign-investment-intovietnam-in-2021/ 29 ... like Ong Tho condensed milk, Vinamilk yogurt, Vinamilk fresh milk Vinamilk employs effective and successful marketing strategies Vinamilk spent lots of money and time on marketing and partnered with... and marketing plan for new campaign: “Shaping a healthy lifestyle with Vinamilk? ?? through this link: Timeline Campaign Plan 27 References Nguyen, D., H., (2021) Phân tích chiến lược marketing Vinamilk. .. deep-insight into the marketing environment as well as the marketing strategies of the Vinamilk company Generally, as we mentioned before, Vinamilk has built effective marketing strategies that