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Leading dairy company TH True Milk is famous for its premium products and is dedicated to providing customers with nutritious and delicious milk. TH True Milk has a history of establishment since 2008 and has now established itself as a reliable brand with 45% market share of fresh milk in urban areas in Vietnam
I Introduction About TH True milk Leading dairy company TH True Milk is famous for its premium products and is dedicated to providing customers with nutritious and delicious milk TH True Milk has a history of establishment since 2008 and has now established itself as a reliable brand with 45% market share of fresh milk in urban areas in Vietnam (Thuy Chi, 2022) Brand Footprint Report 2022 Kantar - Top 10 Dairy and Dairy Products Brands Most Consumers Choose to Buy TH True Milk has been placed second among the Top 10 Most Selected Brands for dairy and dairy products in metropolitan regions, according to the Brand Footprint 2022 survey That supports TH True Milk's status as the premier dairy company in Vietnam with products made from premium fresh milk that adhere to well-respected worldwide standards About TH True NUT The success of fusing cutting-edge technology with inventive product design has led TH True Milk to continue growing its product lineup with TH True NUT This product combines innovative science with scientific nutrition using clean, fresh milk from TH Farm, wholesome nuts, and Vietnamese agricultural goods like walnuts and macadamia nuts, among others With TH True NUT, TH True Milk reaffirms its dedication to offering consumers sustainable and healthful goods II Situation Analysis Digital Environment Analysis 1.1 Micro digital environment analysis a Customer analysis Geographic segmentation: will mainly be distributed in urban areas Demographic segmentation: focus on customers from 18 - 50 years old and 50 years old and above Behavioral segmentation: targeting customers who have a healthy lifestyle, regularly participate in fitness activities such as gym, diet Consumer segment: individuals and families interested in health b Competitors Analysis: Vinamilk Super Nut Digital advertising platform: Both TH genuine NUT and Vinamilk NUT have employed digital advertising platforms to advertise their goods True NUT employed Facebook in-feed video advertisements, which greatly raised brand recognition with 37 points Vinamilk, on the other hand, boosted 23% awareness and capacity to associate messages with Facebook advertisements Innovative strategy: Both organizations developed creative techniques to interact with their customers Vinamilk's "Confidence in Vietnam" marketing emphasizes social responsibility, whilst TH real NUT's "Clean milk" campaign focuses on product attributes and targets young parents Market dominance: Vinamilk has a dominant market position in Vietnam, holding 40% market share in the dairy market c Intermediaries Analysis Retail distributors: TH true NUT cooperates with retail stores and supermarkets such as AEON MALL, Winmart with "buy get free" promotions, so that customers can access the products Online market: E-commerce platforms such as Lazada, Shopee and Tiki help brands reach consumers who like to shop online with Vouchers and offers during the Sale Day Social media platforms: Regularly post on fanpages in Facebook, Tiktok to promote the public and promote customers' purchasing decisions 1.2 Macro digital environment analysis using PEST framework a) Political factors: Vietnam's political system, led by the Communist Party, impacts TH True NUT's operations and market position through government policies and regulations b) Economic factors: Vietnam's dairy industry has seen significant growth, with revenue nearly doubling from US$4.4 billion in 2017 to US$8.4 billion in 2021 However, domestic production only meets 40-50% of demand, resulting in significant dairy imports worth $11.8 billion in 2021 Economic growth and fluctuations in consumer purchasing power may affect TH True NUT's revenue and profit c) Social factors: Vietnam has a large population, a young population and a fast growth rate, so TH True NUT has opportunities for potential customers Milk consumption per capita is expected to increase due to a young population of 40 liters by 2030 and increasing purchasing power However, concerns about wealth distribution and an aging population may also affect consumer preferences and demand for dairy products d) Technological factors: Vietnam's growing IT sector could impact TH True NUT's marketing and distribution strategies, focusing on digital marketing and e-commerce e) Legal Factors Vietnam's openness to foreign companies is an opportunity for TH True NUT, but adherence to food safety and import/export rules is crucial f) Environmental Factors: Environmental challenges in Vietnam can affect TH True NUT's supply chain, product sourcing, and sustainability efforts Channels Audit Digital Tools, Techniques, and Platforms Effectiveness Social media platform TH true NUT's Facebook in-stream video ads achieved remarkable success, boosting brand awareness and capturing viewers' attention The website's diverse product portfolio allows TH true NUT to showcase various dairy and Website and e-commerce nut products, attracting potential buyers and driving online sales Utilizing design tools, TH true NUT can create visually appealing content that enhances brand Content Marketing aesthetics and resonates with its target audience SWOT Analysis Strengths Weaknesses Leading dairy company in Vietnam with Environmental pollution from farm advanced technology and integrated activities production Offers natural, nutritious, and innovative Higher pricing compared to competitors dairy products Diverse portfolio (fresh milk, nut milk,…) Limited skilled workforce in the country High-quality clean vegetables, fruits, rice, Limited online presence across various and agricultural specialties Opportunities digital channels Nut-based products have a promising market due to health benefits and plant-based food trends Rising demand for healthy snacking and plant-based food in the region Political instability and leadership changes cause business uncertainty in Vietnam Potential for international market expansion Competitive pricing Threats Environmental issues and pollution impact company reputation and operations Vietnam's growing IT sector offers improved Possible labor shortages impacting production and distribution digital marketing prospects Level of integration between channels: TH True NUT should leverage ecommerce platforms and social media channels to boost brand awareness Enhancing digital marketing with creative content is vital for revenue growth and market expansion Suggestions for improving digital marketing performance: + Environmental Responsibility: TH true NUT should prioritize sustainability by implementing initiatives like tree planting in exchange for packaging, addressing environmental concerns + Health Trend Advantage: Leveraging the rising demand for healthy snacks and plant-based foods, TH true NUT can tailor marketing messages to highlight the health benefits of nut milk products, attracting customer interest + Integrated Marketing Events: TH True NUT can enhance customer reach through in-store events and exhibition booths, combining media campaigns for closer engagement, increased brand awareness, and higher sales + Social Media Utilization: TH True NUT can maximize social media platforms like Instagram, TikTok, and YouTube to share captivating content about nut milk, utilizing short videos, images, and featured content to connect with the target audience Conclusion The report highlights TH True Milk's position as a leading and trustworthy dairy company in Vietnam, with a significant market share TH True NUT reflects the company's commitment to sustainability and combines technology and nutrition The analysis targets health-conscious customers, while competitor analysis includes Vinamilk Super Nut's digital strategies and market dominance The PEST framework examines various factors, and the channels audit emphasizes effective digital tools SWOT analysis identifies strengths, weaknesses, opportunities, and threats Recommendations include addressing environmental concerns, capitalizing on health trends, integrating marketing events, and leveraging social media for improved digital marketing performance References 190 word Brands Vietnam (2022) Data Station 29 Kantar Brand Footprint 2022: Vinamilk, Unilever, and Masan Consumer are the top leading manufacturers in the FMCG industry Retrieved from: https://www.brandsvietnam.com/congdong/topic/326489-Data-Station-29Kantar-Brand-Footprint-2022-Vinamilk-Unilever-va-Masan-Consumer-la-top3-nha-san-xuat-dan-dau-nganh-FMCG VietnamPlus (2023) TH true TEA, TH true MILK achieves the golden agricultural brand of Vietnam Retrieved from: https://www.vietnamplus.vn/thtrue-tea-th-true-milk-dat-thuong-hieu-vang-nong-nghiep-viet-nam/767722.vnp Congan (n.d.) Nut milk will become a global trend due to health benefits Retrieved from: https://congan.com.vn/thi-truong/sua-hat-se-tro-thanh-xu-thetoan-cau-vi-loi-ich-suc-khoe_147150.html GlobeNewswire (2022, September 7) Vietnam Dairy Industry Report 2022: Value of Dairy Products Imported into Vietnam in 2021 was $11.8 Billion, an Increase of 12.4% y-o-y - Forecasts to 2031 Retrieved from: https://www.globenewswire.com/en/news-release/2022/09/07/2511574/28124/ en/Vietnam-Dairy-Industry-Report-2022-Value-of-Dairy-Products-Importedinto-Vietnam-in-2021-was-11-8-Billion-an-Increase-of-12-4-y-o-y-Forecaststo-2031.html Future Market Insights (n.d.) Edible Nuts Market Retrieved from: https://www.futuremarketinsights.com/reports/edible-nuts-market Mordor Intelligence (n.d.) Global Nut-based Spreads Market Retrieved from: https://www.mordorintelligence.com/industry-reports/global-nut-basedspreads-market-industry VietnamPlus (2023) Vinamilk's Super Nut wins Best Dairy Alternative 2023 Award Retrieved from: https://en.vietnamplus.vn/vinamilks-super-nut-winsbest-dairy-alternative-2023-award/255082.vnp VOV (2023) Vinamilk's Super Nut wins Best Dairy Alternative 2023 Award Retrieved from: https://english.vov.vn/en/economy/vinamilks-super-nut-winsbest-dairy-alternative-2023-award-post1027954.vov Facebook Business (n.d.) Success Stories: TH true NUT Milk Retrieved from: https://www.facebook.com/business/success/th-true-nut-milk 10 Mordor Intelligence (n.d.) Nuts and Nutmeals Market Retrieved from: https:// www.mordorintelligence.com/industry-reports/nuts-and-nutmeals-market 11 Graduateway (n.d.) Vinamilk vs TH true MILK: The Conversation Battle Retrieved from: conversation-battle/ https://graduateway.com/vinamilk-vs-th-true-milk-the-