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Marketing segmentation TH true MILK TH true MILK UHT Pure Fresh Milk TH Group Misson TH always strives to nourish the body and soul of Vietnamese by providing naturederived, clean, safe, fresh and nutritious products Vision TH Group wants to become a leading manufacturer in Vietnam and reach out to the world in the field of clean, nature-derived commodities Value proposition "The essence of nature - The truth in every drop of fresh milk" => TH true MILK hit the "pain point" of customers: clean, fresh, nutritious milk 1 For "True Happiness" For Public Health Truly Natural Environmentally Innovative thinking and Friendly harmony of interests core values of Price of milk in the market (per batch) 35.000 Product: TH True Milk UHT Pure Fresh Milk TH True Milk UHT Pure Fresh Milk is made up entirely from clean, fresh milk in TH farms This product contains a lot of nutrients which are good for bone and immune system Energy Canxi Fat Zinc Protein Iot Hydrat cacbon Axit Pantothenic/ Folic Vitamin A, D, B1, B2, PP, B6 Biotin etc Source The most effective segment Urban area 30-45 years old Female Married - with children 15-20 million VND Regular user Health concious Medium lotalty level Care for family health Marketing segmentation 01 02 Geographic Demographic 03 04 Psychographic Behavioural Geographic Has 297 stores (TH True Mart) in the Vietnam Market: Hanoi has 73 stores and HCM has 77 stores The brand focuses mainly in the center of big cities, or locations that are easy to observe, convenient for shopping, parking, etc Potential consumer Children aged from 3-18 who are in need of absorbing nutrients to develop physically Baby Child Adolescent Demographic Target customer Age: 30-45 Gender: Female Family life cycle: married - with children Income: 15-20 million VND/month Care about their health and children's health Willing to spend much money for the top-notch quality product Psychographic Interest: minimalism Emphasize brand message: minimal, fresh, modern Lifestyle Health-conscious USP: TH True story - Sữa tinh túy từ thiên nhiên TH true MILK has claimed the word "clean" for themselves in the milk market, accompanied by Marketing strategies that emphasize the "safe, organic, natural" factors and commitments from high-tech farms, distilling 100% pure fresh milk Behavioural Benefit sought: fresh milk that is good for health 29% 27% 85% Loyalty level Brand awareness of TH true MILK Brand awareness of the whole brand With medium loyalty level, TH targeted customers with heavy usage rate and regular usage status Source Group members Đặng Mai Phương Lê Phương Thảo Đặng Mai Phương Vũ Phi Hùng Đặng Việt Anh Vũ Duy Thanh Nguyễn Thị Quỳnh Nga ... Health-conscious USP: TH True story - Sữa tinh túy từ thiên nhiên TH true MILK has claimed the word "clean" for themselves in the milk market, accompanied by Marketing strategies that emphasize the... and reach out to the world in the field of clean, nature-derived commodities Value proposition "The essence of nature - The truth in every drop of fresh milk" => TH true MILK hit the "pain point"... fresh milk that is good for health 29% 27% 85% Loyalty level Brand awareness of TH true MILK Brand awareness of the whole brand With medium loyalty level, TH targeted customers with heavy usage