Untitled FPT UNIVERSITY INTERNATIONAL BUSINESS Marketing Principles TOPIC NUMBER ONE – TAN HIEP PHAT Class code IB1702 Lecturer Nguyen Quoc Bao Group member 1 Nguyen Thi Hoa Phuong SS170942 2 Dinh Thi[.]
FPT UNIVERSITY INTERNATIONAL BUSINESS Marketing Principles TOPIC: NUMBER ONE – TAN HIEP PHAT Class code: IB1702 Lecturer: Nguyen Quoc Bao Group member: 1.Nguyen Thi Hoa Phuong SS170942 2.Dinh Thi Phuong Trinh SS170860 3.Nguyen Le Phuong Ngan SS170941 4.Nguyen Thuy Thai Van SS170969 0 Tieu luan 5.Tran Van Cat Luong SS170880 6.Doan Le Son SS170963 7.Luu Duy Thanh SS170794 Table of contents Part 1: History of formation 1.1 About Tan Hiep Phat Beverage Corporation .4 1.2 History and development .4 Part 2: Microenvironment analysis 2.1 Customer .5 2.2 Suppliers .5 2.3 Competitors Part 3: Macro-environmental analysis 3.1 Politics 3.2 Economics 3.3 Culture - Society 3.4 Technology 3.5 Law .8 3.6 Environment Part 4: Customer Behaviour Analysis 4.1 Motivation .8 4.2 Learning 4.3 Belief and Attitudes Part 5: Makerting Strategies 0 Tieu luan 5.1 Market Segmentation 5.2 Targeting .10 5.3 Positioning 11 5.4 Differentiation .12 Part 6: The elements of 4Ps 6.1 Product 12 6.2 Pride 13 6.3 Promotion 13 6.4 Placement .14 Part 7: ( IMC ) Advertising and Public Relations Communication Analysis Part 8: References 0 Tieu luan History of formation 1.1 About Tan Hiep Phat Beverage Corporation Tan Hiep Phat Beverage Group, full name is Tan Hiep Phat Trading Service Company Limited, English name is THP Group, formerly known as Ben Thanh Beverage Factory specializing in the production of soft drinks and soft drinks carbonated thirst, beer taste Tan Hiep Phat Beverage Group was officially established on October 15, 1994, with its head office located at 219 Binh Duong Boulevard, Vinh Phu Ward, Thuan An City, Binh Duong Province, Vietnam The factory scale is more than 110,000m² Currently, Tan Hiep Phat is a leading manufacturer and supplier of fast-moving consumer goods (FMCG) in Vietnam, specializing in the production and sales of beverage products and bottled beverages in Vietnam Tan Hiep Phat offers products including green tea, energy drinks, herbal teas, squash teas, soy milk, purified water and exercise drinks Tan Hiep Phat's bottled food and beverage products are distributed to all 63 provinces in Vietnam and exported to 16 countries around the world With the continuous development and innovation efforts, bringing quality products, trusted by consumers, Tan Hiep Phat Trading and Service Co., Ltd is ranked 2nd in the Top 10 Companies Prestigious beverages in 2020 - Industry group: Non-alcoholic beverages (beverage, tea, coffee ) as assessed by Vietnam Report 1.2 History and development 1994: Tan Hiep Phat Trading Service Co., Ltd was officially established, the predecessor of the company was Ben Thanh Beverage Factory specializing in the production of soft drinks, carbonated soft drinks, and beer flavors At the same time, Tan Hiep Phat introduced the first products to the market: Bottled beer, Ben Thanh draft beer, Flash draft beer starting the development of an increasingly large market 1995: Expanded 220ml bottle soy milk production factory (Soya soy milk) 0 Tieu luan 1996: Expanding the production line and launching Flash draft beer into the market 1999: Ben Thanh Beverage Factory changed its name to Ben Thanh Beverage Factory, producing soy milk, bottled beer, draft beer, and Flash draft beer 2000: Ben Thanh Beer was the first beer industry in Vietnam to obtain ISO 9001-2000 certification, certified by the international quality management agency Det Norske Veritas (Netherlands) on March 23, 2000 2001: Built a factory and office in Vinh Phu commune, Thuan An city, Binh Duong province At the same time, launched product Number Tan Hiep Phat Group has made unprecedented success with this product with the record of "Top best-selling products" all over Vietnam within just months after being on the market In the following years, the company launched the products Number Energy Drink, Laser Bottled Beer, Number Soy Milk, Number Pure Water, Ben Thanh Gold Beer… 2002: In order to diversify new products and meet the increasing consumer tastes of a large number of customers, Tan Hiep Phat Group has launched carbonated soft drinks under the famous brand Number No with its own unique flavors such as Number Cola, Number Juice, etc December 2003: The product "Fresh beer" bottled as Laser Beer was first launched Laser Beer is the first bottled draft beer product in Vietnam, opening a new history page for the Vietnamese beer industry October 2004: Soya soy milk product under the brand Number was born with warm reception from customers 2006: The company launched the bottled green tea product, which is convenient for users, becoming a leader in the Vietnamese market in the production and sales of beneficial bottled green tea products for health Currently, green tea without degrees is a key product of the Company and is very popular with consumers December 2008: Following the success of No Degree Green Tea, Tan Hiep Phat launched a beverage product made from herbs, which is Dr Thanh herbal tea The product as soon as it is on the market has attracted the attention of consumers 2012: Tan Hiep Phat won the title "Vietnamese high-quality goods" voted by consumers, honored National Brand 2014: National Brand 2014 2015: For many consecutive years from 2009, culminating in 2015, the company's products were continuously discovered to contain foreign objects In the years that followed, there were also many complaints about product quality problems Many consumers were detained after selling these defective products to the company, and then were arrested by the company and sentenced to prison for the crime of "property appropriation" However, Tan Hiep Phat must also be responsible for the quality of this product The company also suffered heavy loss of revenue and reputation damage as a result of these incidents September 2015: Tan Hiep Phat changed its name to Number after the incident of "the fly in the water bottle Number 1" 2016: Just one year after the name change, (Lam, 2022) Microenvironment analysis 0 Tieu luan 2.1 Customer Customers are the business's market, each change in needs and purchasing decisions of customers forces businesses to take positive actions to be able to adapt They can create pressure on manufacturers to reduce selling prices or improve product quality and better service When researching about Tan Hiep Phat in general, product number in particular in Le Binh ward, Cai Rang district, Can Tho city, customers are divided into main groups: Individuals, households and collectives that buy products and services in the ward may be local people or foreign visitors System of wholesale and retail distributors, supermarkets Distributor: Tan Hiep Phat Company has a wide distribution network across provinces and cities with 268 level distributors, which is an advantage in launching products to the market, reaching consumers a lot quick way (tailieu online, 2021) 2.2 Suppliers Suppliers provide inputs for the production and business process, so they have a great influence on the business The quality and cost of materials affect the quality and price of the product Therefore, suppliers are an important factor affecting business activities of enterprises - The more the number of suppliers, the less the business is under pressure from suppliers and vice versa In addition, the higher the proportion of goods purchased from a supplier, the more pressure an enterprise will face from that supplier, especially price pressure But on the contrary, if the enterprise is a large customer of the supplier, the enterprise has many advantages Tan Hiep Phat has grasped this, that's why Tan Hiep Phat has 23 strategic suppliers and each type of material has many different suppliers 0 Tieu luan Tan Hiep Phat is a customer who has regular and long-term relationships with suppliers, so it is convenient in the buying and selling process Raw material purchasing department of Tan Hiep Phat always researches the market, regularly monitors the price and supply of raw materials to stabilise input for production (Lam, 2022) 2.3 Competitors The beverage market in general and the energy drink market in particular are quite active because of the participation of many suppliers as well as the increasingly demanding and diverse demands of consumers Currently, many large goods are also participating in this potential market, significantly affecting the consumption volume of Tan Hiep Phat company Products can be next: Red Bull, Lipovitan, Samurai, Red Tiger… Tribeco company with beverage products such as Green Tea 100, squash tea, sassafras has become a direct and worrying competitor of Tan Hiep Phat when it owns a distribution system Widely distributed, with more than 200,000 agents spread across the country Tribeco also continuously invests in technology such as packaging and paper boxes that are manufactured using Swedish Tetra Pak equipment and using the UHT sterilization process to ensure the preservation of nutritional ingredients in the product URC Vietnam Company has entered the beverage market for a long time and has gained a foothold in the market with products such as C2 green tea, Red Dragon…(tailieuonline, 2021) Macro-environmental analysis 3.1 Politics First, when it comes to Vietnamese politics, the state apparatus is a stable political system with only one leading party, the Communist Party of Vietnam This creates favorable conditions for economic, social, educational development, etc., when there are few riots and demonstrations like multi-party capitalist countries, especially the unification of laws and policies books issued by the state This makes investors have an optimistic view of the market, leading to attracting investors from abroad On the other hand, a stable political background also contributes to promoting businesses to develop quickly, not being forced by political instability, creating favorable conditions for production facilities The Party and State have always focused on the health of the people, and also issued many policies to help develop the beverage industry, ensure freedom and equality in business, and create favorable conditions for the development of the beverage industry most profitable for beverage businesses, especially Vietnamese ones, to develop strongly (Duy Hieu, 2022) 3.2 Economics The development of Vietnam in the past years is remarkable as it has gone from one of the poorest countries in the world to a low-middle-income country GDP 0 Tieu luan increased rapidly and significantly (average - 7%/year), by 2019 GDP reached 261.9 billion USD However, due to extensive economic integration, Vietnam's economy was heavily affected by the COVID-19 pandemic, but also showed considerable resilience, Vietnam is one of the few countries in the world positive economic growth (GDP in 2020 increased by 2.5% compared to 2019) But the pandemic also has profound and long-term effects on businesses and households The development of the beverage market is not uniform across product lines The line of carbonated soft drinks increased strongly and gained a lot of popularity from consumers However, recently, consumers' tastes have also changed when they are more concerned about health issues, reducing the use of carbonated drinks and alcohol, and instead opting for healthy beverages such as fruit juices, herbal juices, green tea are soft drinks with ingredients from nature The beverage industry in Vietnam has grown at a remarkably fast rate, satisfying in terms of quantity and quality for consumers, replacing most imported products and enhancing the value of the water food processing industry home However, the beverage industry also faces many limitations for local businesses when giants like Coca-Cola and PepsiCo dominate the majority of the market Or the threat from poor quality food and beverage, affecting the health of consumers 3.3 Culture – society Vietnam is still a developing country, so essential consumption needs still account for a relatively high proportion of the consumption structure compared to developed countries The demand for soft drinks is growing very strongly, especially for healthy drink products such as fruit juice, herbal tea, etc Influenced by a long traditional agricultural culture, Vietnamese people often tend to use natural products such as green tea, squash, herbs, coconut water Especially the tea drinking culture of the people Viet is still preserved to this day, however, it is no longer just drinking pure tea, but can be replaced with soft drinks, bottled water to create opportunities for brothers and friends to sit and chat tell each other their stories The population of Vietnam as of 2022 is 98.94 million people, and is expected to increase by 784 thousand people and reach 99.33 million people by early 2023 The average population in 10 years 2011-2020 is 5.95%/year five Particularly in 2020, although the Covid-19 pandemic had a very heavy impact, it still reached 2.91% We see the potential and prospects that the Vietnamese beverage market brings to businesses along with abundant human resources and cheap labor Besides the relatively large proportion of young and middle-aged people, rapid urbanization has created a beverage market with an abundant customer base (Duy Hieu, 2022) 3.4 Technology Currently, the beverage production in Vietnam is developing strongly with the appearance of big companies such as Tribeco, Lavie mineral water, Vinh Hao or the occupation of big companies like Coca-Cola, Pepsi… Beverage companies are 0 Tieu luan on a race track in terms of technological equipment and production lines without any sign of stopping Currently, there have been many large beverage factories stretching across the country with modern production lines, closed technology, safe for consumers In addition to the ecological protection factor when producing, the production line needs to ensure environmental protection procedures: not discharge harmful emissions into the environment, not pollute water sources, rivers, lakes (Duy Hieu, 2022) 3.5 Law The beer - wine - beverage industry is an industry that receives a lot of attention from the state and the government, receiving many preferential policies to help businesses expand their business scale and scope On May 21, 2009, the Ministry of Industry and Trade approved the development planning of Vietnam's beer wine - beverage industry until 2015, vision to 2025 in Decision No 2435/QD – BCT Accordingly, the beverage industry will be developed in a sustainable way, becoming a key economic sector of our country On the other hand, the beverage industry must also focus on developing a variety of models and products to ensure food safety for consumers and protect the national ecosystem Factories and beverage production lines must have a certificate of food hygiene and safety (Duy Hieu, 2022) 3.6 Environment Geographical location: Thanks to Vietnam's favorable geographical location, Tan Hiep Phat easily trades with partners nationwide as well as in the region and around the world by land, waterway and air Climate: Vietnam's climate is characterized by tropical monsoon climate, with high annual rainfall and high average temperature These climatic features make the demand for refreshments of people throughout the territory very high, providing Tan Hiep Phat with a large consumption market with a large number of customers On the other hand, the tropical monsoon climate also provides the company with abundant water and abundant natural materials (tailieuonline, 2021) Customer Behaviour Analysis The focus customers of the trio of Number One energy drinks without degrees are people who have a youthful lifestyle, wide capacity but not forget the traditional beauty They want to have producers who both meet the needs of refreshments and meet the needs of expressing their lifestyle and personality They want to be in harmony with nature, use health supplements and can provide energy for a long day 4.1 Motivation The professional earner also affects the use of text The professional level of people living in urban areas will require different products than in rural areas, 0 Tieu luan they pay more attention to product packaging, process suppliers The higher the income of the people, the more desirable there are than the basic requirements, and they are willing to pay for the things they need and love When people don't care about the main issue, people will care more about health and community 4.2 Learning Customers are users of information smart, they only accept products that meet their requirements and requirements We are getting better and better For each product in different fields, Reaching and responding to target customers creates opportunities for businesses and different 4.3 Belief and Attitudes Customers are the business's market, each change in demand Customers' purchasing decisions force businesses to take positive actions to be able to adapt They can put pressure on the manufacturer to reduce selling price or improve product quality and better service When researching about Tan Hiep Phat in general, product number in particular in Le Binh ward, District Cai Rang, Can Tho City, customers are divided into main groups: Individuals, households, and collectives purchasing products and services in the ward can be local people, maybe foreigners System of wholesale and retail distributors, supermarkets Makerting Strategies 5.1 Market Segmentation Number One beverage is aimed at users aged 15-25 for soft drinks, and 25-50 years old for herbal teas In terms of geographical location, although Number One's products are present all over the country, the company still focuses mainly in urban areas with dense populations They focus on the customer segment: students and office workers, who love to use soft drinks, have a youthful and modern lifestyle, some target customers of herbal tea They also have a lifestyle that pays a lot of attention to the health care of themselves and their families The customers that Number One targets are those who aim to use the product for refreshment purposes and provide energy for the day's activities 5.2 Targeting Distinguish by value Customer characteristics: Most Valuable Customers (MVCS): Large customer group: enterprises, school units, hospitals, army barracks - Loyal customer group: corporate organizations, restaurants, hotels These organizations only supply Tan Hiep Phat products and are sponsored by Tan Hiep Phat with Logo boards, tables and chairs, and cooler boxes 10 0 Tieu luan Customers with the highest growth potential (MGCS): These customers are supermarkets and wholesalers and retailers Products of this type of customer are diverse, buying almost all of Tan Hiep Phat's products However, they not only sell Tan Hiep Phat's products but also sell competitors' products such as: Coca-cola, Pepsi, They are potential customers of the business Customers with negative values (BZs): Customers who frequently visit the company's websites intentionally disrupt, defame the business or call through the hotline to disturb the activities of the call staff Customers need to move: The company's small customer group is difficult to clearly identify the potential for development such as retailers, mobile vendors with a very small scale, Tan Hiep Phat cannot manage and maintain relationships Differentiate according to need Customer characteristics Purchased to serve the needs of the organization (not reprinted): Energy drink products: Zero Degree Green Tea, Vitamin supplement drink, Dr Thanh Herbal Tea, Number One Lemon Energy Drink Customers want long-term stable supply, reasonable price, Quality is guaranteed because they buy not to make a profit, but to serve the people inside their company The consumption of this type of customer is relatively even, they usually pay immediately after receiving the goods and are specially favored by Tan Hiep Phat in terms of discounts and promotions Mainly beverage products: No Degree Green Tea, Dr Thanh Herbal Tea This customer often buys at the holidays to give as gifts to employees inside their organization They want to have guaranteed quality products and hope to buy from the original source will be cheaper, and when buying in large quantities, they will enjoy the discount of Tan Hiep Phat Tan Hiep Phat always tries to maintain a good relationship with this customer so that the next time they continue to buy the company's products Otherwise, switching suppliers of these organizations is inevitable, the company will lose a valuable customer Long-term contract and brand loyalty, exclusive supply inside companies or organizations Want to sign a long-term contract, need a sponsor from the company: Logo, refrigeration equipment, tables and chairs This type of customer pledges loyalty only to the company's products Buy to resell: Buy to wholesale most of the company's products It can be the only product of the company or the product of a competitor They both act as customers and act as distribution intermediaries for the company, although the product has been delivered, but when there is too much inventory, they need to return very easily the company allocates to other customers, avoiding products beyond the expiry date Only permission has been printed on the product packaging Regular demand: For example: Megamarket supermarkets, Emart or commercial centers, 11 0 Tieu luan Find out whether most of the customers require the calculation yet variety in the products for which they are selling the company's products being careful to make the resale as profitable as possible, this customer is always searching and negotiating prices with suppliers Irregular demand: Customers of this type are mostly agents and grocery stores Buy to use immediately: Individual customers Diversified products serve immediate needs, mostly for refreshment needs, customers buy this product directly from the company's employees during product marketing sessions, when Tan Hiep Phat introduces new products or customers buy through booths displayed in fairs, exhibitions (Truong Thi, 2021) 5.3 Positioning Advantages must create value for customers: People's material life is getting better and better, people are more and more interested in health, health-affecting activities Tan Hiep Phat chooses its own direction which is to develop healthy products consumers' health and is derived from nature Adding value must be recognized by the customer: Tan Hiep Phat constantly improves products to suit the tastes of consumers and enhances brand value: Using PET bottles of product Number Zero Sugar Low Sugar - "less sugar but the same taste" "With only 35kcal Low calories without worrying about losing shape The advantage must be difficult to imitate: One of the advantages of Dr.Thanh tea that other competitors can hardly imitate is the brand name “Thanh”: means heat and purity, just like the slogan “purify the body” The name coincides with the boss that is General Director Tran Quy Thanh - who has a picture on each product bottle Developing competitive advantage based on difference: " We are flexible, make quick decisions, know how to find the hidden needs of consumers to meet and improve continuously We are not afraid to learn to launch many products hitting all segments of the company market." "Success depends on many factors, but in the end, product quality is still the number one criterion: Drink well and care about consumers' health." Competitor position: Number Energy Drink Product ⇔ Redbull Energy Drink Product 12 0 Tieu luan - Ability to make a difference: Products, packaging Communication Unique market pioneer creating PET bottles, reusable glass bottles, Tetra Pak cartons and cans Differences in “in product ideas” Branding: THP: Abbreviation of company name Two hands: The power of vitality, energy Two thumbs : Becoming the number one Vietnamese corporation providing drinks in Vietnam and having Asian stature Blue: Prosperity, peace Green: Growth, growth and diversity Number Energy Drink product: "Number energy drink - nothing is impossible to conquer all challenges" Message: Number has become an indispensable part of modern society, where people always have to prepare a powerful source of energy to keep up with the hustle and bustle of life (Phân Tích Chiến Lược Marketing Của Tập Đồn Tân Hiệp Phát - Tài Liệu Text, n.d.) 5.4 Differentiation About products: I can proudly say that many of Tan Hiep Phat's products are pioneering products in the Vietnamese market Instant Green Tea, Barley Tea, Dr.Thanh Herbal Tea, Number One Energy Drink are among the new product innovations we have brought to market While others are willing to copy product ideas I believe in the need to go further in pioneering new and original products At Tan Hiep Phat, I am really proud of the New Product Research and Development department, we have invested a lot in developing more new and really different products About packaging: We also make a difference in product packaging At Tan Hiep Phat we can make a real difference in this area I believe that we can create the right product packaging for the market and consumers We have made PET bottles, reusable glass bottles, Tetra Pak paper boxes and cans An example is that we recently introduced Number One energy drink product in PET plastic bottles, which is convenient and adds more benefits to consumers About communication: I look at the difference in our “product idea” We had to build a strong “reason to buy” and “reason to believe” For this, we go very closely with the consumer 13 0 Tieu luan More importantly, we turned the product concept into a great promotional plan and 360° media campaign (Chiến Lược Marketing Thương Hiệu Của Tập Đoàn Tân Hiệp Phát: Tập Trung Khác Biệt.pdf (Chiến Lược Marketing Thương Hiệu) | Tải Miễn Phí, n.d.) The elements of 4Ps 6.1 The marketing mix ( 4ps product, pride, promotion, placement ) Mixed marketing activities, also known as 4P strategy, is a combination of four strategies: products, prices, distribution, and marketing in a strategy to achieve the marketing goals of the business The 4P strategy must be consistent with the target market of the business and the effects of the internal and external environment Product 14 0 Tieu luan Number One is produced by a sterile technology line system Currently, it is sterile, which completely eliminates harmful bacteria and microorganisms, ensuring absolute safety and health benefits The special extraction technology is aseptic extraction, which prevents the nutrients from being lost by the effect of temperature and retains the flavor of the product Number Energy Drink is a combination of Caffeine, Taurine, Inositol and Vitamin B3, which has the effect of quickly recharging energy, focusing on alertness to conquer all challenges In addition to Number One 330ml plastic bottles, Tan Hiep Phat also manufactures Number 240ml glass bottles and 240ml cans, giving customers more options to suit their needs With the desire to bring consumers more diverse products in taste, Tan Hiep Phat has launched many other number one energy drinks products Pride Number One and low price strategy: Selling at low prices to reach domestic consumers.The company offers a price of 2,500 VND (in 2001) for a 300ml bottle of Number One energy drink, which is much lower than imported energy drinks such as Lipovitan, Red Bull and on par with carbonated drinks such as Coca Cola, Pepsi Help Number One quickly capture consumers and transform the competitive situation in the beverage market in Vietnam Currently, Number sells at prices ranging from 6,000 VND to 8,000 VND per product, which is a price suitable for customers of all ages and walks of life, giving consumers a quality product Placement While the energy-water market accounts for only 0.67% of the beverage market share in 2001 with three brands, Redbull, Rhino, and Lipovitan, Number One has been unexpected when it occupies 30% of the increase in power market share Nationwide after months of entering the market Number One built a wide distribution channel with more than 300,000 retail points and 200 agents covering 64 provinces and cities, making it easy for customers to access their products.The product quickly occupied the trust of customers, especially at festivals when they first launched the product to the Vietnamese market, the company did not have enough goods to provide for consumers Tan Hiep Phat owns a nationwide distribution channel, its products are also present in 16 other countries, including China and Australia In the domestic market, this brand builds a team of marketing staff at agents, wholesalers, and distributors all over the place, including in remote areas With a large coverage distribution system, this brand ensures the quick and convenient delivery of goods to agents and consumers everywhere 15 0 Tieu luan Producer Authorized dealer Supermarket Grocery store Retail Promotion Tan Hiep Phat is a relatively active brand in launching new advertisements, sponsoring and accompanying sports, cultural and art programs Tan Hiep Phat gives itself a separate path when building a product idea that is completely different from competitors They build their products a “reason to buy” and “a strong reason to believe” that helps them connect with consumers in the most perfect way In addition, they have built for themselves a great communication strategy that directly affects consumer perception During the first advertising period, Number One also implemented, monitored and evaluated the market closely to promptly come up with new strategies Tan Hiep Phat spent a considerable amount of money to send staff to probe the effectiveness of advertising activities by assessing the market's expectations about the product, the interest and the long-term impression of customers products, closely monitor sales and target customers' reactions when promotional programs end This is a rather large investment that not all startups dare to spend to implement However, thanks to its ability to think creatively and enterprisingly, Number One has become a familiar brand to Vietnamese people, especially their target customer segment With an osmotic pricing strategy along with an impressive advertising method, hitting the right target customer segment, Number One has successfully attracted a large number of customers to its company Advertising and Public Relations Communication Analysis ( IMC ) + Company website: In general, the website of Tan Hiep Phat Company has full information about the company, products, production process, contact information the purpose of creating customer reliability, helping customers understand more about the company + TVC: TVC ads are produced often for the following purposes: introducing businesses and products Directly drive consumer purchases Encourage customers to learn about product information Number One energy drink product has been deeply imprinted in customers' memory thanks to regular advertising in prime time frames.At the same time, the group also "strongly" cooperates with many famous stars such as: runner-up Huyen My, Duc Phuc, Ninh Duong Lan Ngoc, Truong Giang + Sales promotion: Tan Hiep Phat Company regularly has promotions for customers Promotion means ''encourage the purchase of goods and services'', so the main purpose of promotion is to stimulate consumption demand, prompting consumers to buy and buy more of the goods and services that businesses offer supply or distribution industry 16 0 Tieu luan In addition, Tan Hiep Phat wants to thank customers who have attached and used the company's products.The most recent 5/5/2021 program ''the car immediately wins'', the form of receiving gifts by watching the livestream on Facebook fanpage to see the winning results + Combined with leading media company Yeah1TV! : Yeah1TV is known as a media technology corporation with about 15 years of experience, cooperates with global brands such as Samsung, Heniken, Unilever, Grab, LG and has achieved many achievements in the field of communication advertisement This resonance helps Tan Hiep Phat reach Yeah1TV's huge audience network with generations of audiences belonging to GenX, Gen Y and Gen Z, accounting for nearly two-thirds of the total number of more than 97 million people in Vietnam + Tan Hiep Phat accompanies many activities for the community : Number One also participates in PR activities such as sponsoring sports activities such as bicycle races, football tournaments, etc and other activities for social centers and schools across the country to build Build close relationships with customers and at the same time fulfill the mission and responsibility of the business to the community These activities also bring Number One a new customer base and large corporate partners In order to get customer satisfaction and the ability to keep old customers, Number One builds for itself a dedicated and attentive customer care team, always ready to support customers when needed 8.References Chiến lược marketing thương hiệu tập đoàn Tân Hiệp Phát: Tập trung Khác biệt.pdf (chiến lược marketing thương hiệu) | Tải miễn phí (n.d.) Tailieutuoi.com Retrieved July 9, 2022, from https://tailieutuoi.com/tai-lieu/chien-luoc-marketingthuong-hieu-cua-tap-doan-tan-hiep-phat-tap-trung-va-khac-biet 17 0 Tieu luan Duy Hieu, N (2022) Phân tích 4P cho nước Number One - TRƯỜNG: ĐẠI HỌC KINH TẾ - ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA: KINH StuDocu https://www.studocu.com/en-us/document/university-of-kent/marketing/phantich-4p-cho-nuoc-ngot-number-one/23182997?origin=null Kotler, P., & Armstrong, G (1997) Principles of makerting Pitman Publishing Lam, T (2022, January 25) Tân Hiệp Phát trình hình thành phát triển Tân Hiệp Phát Thị Trường Biz https://thitruongbiz.vn/tan-hiep-phat-la-gi-vaqua-trinh-hinh-thanh-va-phat-trien-cua-tan-hiep-phat-1360.html Luong, H (2021, October 10) Chiến lược Marketing Tân Hiệp Phát - Marketing Mix 4P MarketingAI https://marketingai.vn/tan-hiep-phat-lam-marketing-theo-phongthai-dai-gia-va-giac-mong-ngoi-vuong-chau-a/ Phân tích chiến lược marketing tập đoàn Tân Hiệp Phát - Tài liệu text (n.d.) Text.123docz.net Retrieved July 9, 2022, from https://text.123docz.net/document/1380622-phan-tich-chien-luoc-marketing-cuatap-doan-tan-hiep-phat.htm tailieuonline (2021) Cơ hội thách thức sản phẩm Number giải pháp chiến lược Marketing | Xemtailieu Text.xemtailieu.net https://text.xemtailieu.net/tai-lieu/co-hoi-va-thach-thuc-doi-voi-san-phamnumber-1-va-giai-phap-chien-luoc-marketing-148201.html Truong Thi, V A (2021) Phân tích hệ thống Quản trị quan hệ khách hàng công ty TNHH Tân Hiệp Phát - Tài liệu text Text.123docz.net https://text.123docz.net/document/2317974-phan-tich-he-thong-quan-tri-quanhe-khach-hang-cong-ty-tnhh-tan-hiep-phat.htm 18 0 Tieu luan ... https://thitruongbiz.vn /tan- hiep- phat- la-gi-vaqua-trinh-hinh-thanh-va -phat- trien-cua -tan- hiep- phat- 1360.html Luong, H (2021, October 10) Chiến lược Marketing Tân Hiệp Phát - Marketing Mix 4P MarketingAI https://marketingai.vn /tan- hiep- phat- lam -marketing- theo-phongthai-dai-gia-va-giac-mong-ngoi-vuong-chau-a/... many advantages Tan Hiep Phat has grasped this, that''s why Tan Hiep Phat has 23 strategic suppliers and each type of material has many different suppliers 0 Tieu luan Tan Hiep Phat is a customer... References 0 Tieu luan History of formation 1.1 About Tan Hiep Phat Beverage Corporation Tan Hiep Phat Beverage Group, full name is Tan Hiep Phat Trading Service Company Limited, English name is