Final report topic the sale plan of vinamilk 2

FINAL REPORT TOPIC: THE SALE PLAN OF VINAMILK  Semester : 2233 Lecturer : Phan Minh Tuan Group 2: 22011600 – Nguyễn Đức Bình 22003428 – Nguyễn Việt Đức 22010105 – Nguyễn Thị Bích Liên 22012278 – Nguyễn Thị Hải Linh 22001588 – Nguyễn Thị Tuyết Nhi 2194153 – Nguyễn Bá Thuật TPHCM – 06/2023 FINAL REPORT TOPIC: THE SALE PLAN OF VINAMILK  Semester : 2233 Lecturer : Phan Minh Tuan Group 2: 22011600 – Nguyễn Đức Bình 22003428 – Nguyễn Việt Đức 22010105 – Nguyễn Thị Bích Liên 22012278 – Nguyễn Thị Hải Linh 22001588 – Nguyễn Thị Tuyết Nhi 2194153 – Nguyễn Bá Thuật TPHCM – 06/2023 ASSIGNMENT TABLE  Name ID Completion  Nguyễn Đức Bình 22011600 100%  Nguyễn Việt Đức 22003428 100%  Nguyễn Thị Bích Liên 22010105 100%  Nguyễn Thị Hải Linh 22012278 100%  Nguyễn Thị Tuyết Nhi 22001588 100%  Nguyễn Bá Thuật 2194153 50% RECOMMENDATIONS OF LECTURER ACKNOWLEDGMENTS Our team would like to thank lecturer Phan Minh Tuan for accompanying the sales management class in general and our group in particular He has accompanied us for  15 weeks with effective and interesting lectures Thanks to his interesting teaching methods, our class has learned a lot of useful and practical knowledge In addition, we are also very grateful to Hoa Sen University for building a very suitable learning path for Marketing students with the necessary background knowledge for the future TABLE OF CONTENT ASSIGNMENT TABLE RECOMMENDATIONS OF LECTURER ACKNOWLEDGMENTS 4 LIST OF FIGURES LIST OF TABLES .7 INTRODUCTION MAIN CONTENT COMPANY OVERVIEW 1.1 General introduction .9 1.2 History of formation and development 10 1.3 Product of Vinamilk 11 1.4 SWOT Analysis 25 ANALYSIS OF BUSINESS ENVIRONMENT 25 2.1 Macro Environment (PEST) 25 2.2 Micro Environment .28 BUSINESS ACTIVITIES 31 3.1 Business strategy 31 3.2 Supply chain & distribution 34 3.3 Revenue 40 BUIDING A SALES PLAN .43 4.1 Build sales goals 44 4.2 Sales excution: 55 4.3 Supporting marketing activities 59 CONCLUSION 71 REFERENCES 72 LIST OF FIGURES Figure 1: Vinamilk Company Figure 2: History of establishment and development of Vinamilk 10 Figure 3: Vinamilk's supply chain model Error! Bookmark not defined Figure 4: Sustainable integrated value chain 36 Figure 5: Vinamilk's factory in Vietnam 37 Figure 6: Warehouse & Logistics 38 Figure 7: Vinamilk's distribution network 39 Figure 8: Milk consumption of Asian countries in 2020 45 Figure 9: Milk consumption growth .47 Figure 10: Revenue in the first quarter of 2023 51 Figure 11: Business results in the first quarter of 2022 and 2023 52 Figure 12: Total revenue of Vinamilk from 2010 to 2023 53 Figure 13: Revenue structure of Vietnam dairy market 54 Figure 14: Vinamilk's Gia Mo sua Viet store chain 58 Figure 15: Vinamilk's facebook fan page .62 Figure 16: Poster of the product 64 LIST OF TABLES Table 1: Product of Vinamilk 11 Table 2: Swot Analysis 25 Table 3: Swot Analysis of nut milk market .60 Table 4: Campaign roadmap 64 Table 5: Total budget for sales plan .68 INTRODUCTION We all know that sales management is an important and fascinang subject in the business eld This course provides us with the knowledge, skills and tools needed to understand and execute the sales process eecvely In fact, sales management plays an important role in the growth and success of a business It is directly related to generang sales, acquiring and retaining customers, and building lasng relaonships with customers In this course, we'll explore the fundamental aspects of sales management, including the sales process, market analysis, formulang a sales strategy, communicaon and negoaon skills, management customer relaons and many other aspects We will learn from experienced instructors in the eld who have successfully built and run successful sales campaigns Not only theorecal knowledge, we will also have the opportunity to pracce through exercises and praccal cases This helps us put what we have learned into pracce and develop praccal skills in the sales process At the end of the course, the groups will a report on planning a sales strategy for a business they have chosen and then present the report in weeks 14 and 15 in fiber, vitamin E, and unsaturated fats Soy milk provides protein and calcium, while rye milk is rich in fiber, B vitamins and antioxidants O (Opportunity) T (Threat) The global nut milk market has been There are too many big competitors in growing rapidly in recent years the country Vietnam also has the number of consumers  Nut milk products will be more wanting to use nut milk up to 66% expensive than cow's milk products, There are many distribution channels across so the choice to buy is limited the country that are easy to find and buy  products 4.3.3 Objectives of supporting marketing activities Identify the problem The global nut milk market is estimated at VND 34 billion by 2024, in line with the World trend, Vietnam also has a number of consumers wanting to use nut milk up to 66% Vinamilk has a relatively fast growth rate compared to its competitors, although its nut milk line lags behind the nut milk lines of other large corporations Consumers are tending to switch to natural foods, but there are also many concerns about product quality because there are gradually too many nut milk products on the market Depending on each customer, there will be different health conditions with the desire to have nut milk products that are both convenient and meet all the necessary nutrients to ensure their health, so choosing a nutritious product health becomes more and more difficult Vinamilk noticed that, so it launched the VINAMILK Super Nut line of low-sugar  nuts The product line "Nutritional, irresistible delicious", bringing GOOD benefits 62 for the whole family seems to solve all consumers' worries when combining types of  nuts with 94% nut content and vitamins necessary for the body as a measure for  consumers Target The main goal of this marketing communication strategy is to increase customer  interaction on social networking sites and increase sales for VINAMILK Super Nut low-sugar nut milk product  Figure 15: Vinamilk's facebook fan page (facebook.com, 2022) Increase customer interaction on social networking sites: Currently, Vinamilk main Facebook page has about 669,725 likes and 689,862 followers, but the level of  interaction with articles about the product is still quite low and not enough impression 63 for consumers, so this campaign is expected to gain 900,000 followers and 850,000 likes The interaction of consumers with the brand's products is a strong advantage in the relationship between businesses and customers, increasing brand recognition as well as increasing customer satisfaction, thereby retaining them for a long time long with the brand Nowadays, in the era of technology development, the use of social networks is increasing, so in order to attract customers Vinamilk Super Nut lowsugar nuts must have a communication strategy to make a strong effort to introduce the use as well as The benefits of the product besides giving clear messages in accordance with the needs of consumers Increase sales for VINAMILK Super Nut low-sugar nut milk products : To encourage consumers to experience VINAMILK Super Nut low-sugar nut milk   products We have planned and implemented a campaign by allowing customers to directly try milk and will have someone directly answer all consumer questions at supermarkets nationwide in days Besides, in addition to the fact that consumers can directly experience nut milk, but also attractive gifts when buying a carton of  VINAMILK Super Nut types of low-sugar milk, they will have the opportunity to receive attractive and valuable gifts value for customers The campaign will be updated on Vinamilk main Facebook page so that consumers can easily participate with rewards such as sports bikes, yoga courses and phone scratch cards Insight People who tend to consume green, have health and fitness needs, will choose nut milk  instead of cow's milk In addition, milk is combined from many high-quality nuts, so it is delicious, easy to drink and is also part of a healthy diet to help promote health and improve physique Big idea “Improve yourself every day with Super Nut” We are constantly trying to become better every day In addition to learning and improving knowledge, taking care of your health and physique is indispensable for  each person Vinamilk understands the wishes of customers, so it has launched the 64 VINAMILK Super Nut product line with low-sugar nuts Super Nut will accompany customers on the way of perfecting and renewing themselves every day Key message “Green energy - Keep fit, healthy skin”  Figure 16: Poster of the product (facebook.com, 2022) 4.3.4 Media selection Timeline: phases (1 month) Phase (July 1, 2023 - July 5, 2023): Raise awareness to customers about the product Phase (July 6, 2023 - July 10, 2023): Attract customers to participate in this campaign of the brand 65 Phase (11/7/2023 - 31/8/2023): Learn and act Table 4: Campaign roadmap Time Activity Content 1/7/2023 FB post 1: An article introduces the Informing about story of this campaign the campaign 2/7/2023 FB post 2: “Green Introduce promotions with energy, attractive rewards included Keep skin in the article healthy.” 3/7/2023 FB post 3: An article announced the Announcement of  gifts in this campaign The  program rules in first prize includes 20 this campaign sports bikes, 30 Yoga courses, 200 recharge codes worth 100,000 VND 4/7/2023 Fb post 4: Introducing  production Learn more about the nut the milk production process and check out the source of   process of Super  milk ingredients  Nut milk 5/7/2023 Fb post 5: Mix & There is a 1-liter version Match that gives consumers the with liter nut freedom to create a variety milk of healthy breakfasts and 66 Note dinners with a variety of  nuts, cereals and different fruits 6/7/2023 - Experience & try The event was held at At 10/7/2023 VINAMILK  each store, supermarkets and grocery supermarket SUPER NUT stores nationwide With the have  products a will person desire to give customers a standing up to check  free trial of types of  in and sample Vinamilk's nuts, increasing  products  brand awareness with consumers 11/7/2023 Attract customers - 5/8/2023 Understanding and  behavior consumers The program to approach The customers and try program to the approach customers buying  product lasts for month, and try the product of  hoping that everyone can lasts for month, experience it hoping that everyone can After customers try the experience it  product, this is also the time to learn more and make a  purchase decision This is also the time to start running the lucky scratch card program to everyone 6/8/2023 - Consumer buying End the activity for the FB posts will be 11/8/2023  behavior customer to try the product updated regularly to The lucky scratch card attract  program continues 67 customers' attention during the  program's duration Evaluate performance after the fact To evaluate the success of this campaign, we will use the SMART goal model to get an overview and details of the campaign Then, we will compare this SUPER NUT milk activity with similar activities to see how effective it is, and make comments and suggestions for better performance in the future After observing and studying campaign results, customer feedback is an important part of the final assessment of campaign success, through feedback surveys and topic tracking and traffic access on social networks Through this campaign, we hope to raise consumer awareness of the product and drive sales of Super Nut Tools Vinamilk is currently using Facebook as their main social media tool for promotion and communication Vinamilk, a large dairy product manufacturing and trading company in Vietnam, can use Facebook tools to carry out the following communication and marketing activities: - Promote products and brands: Vinamilk can use Facebook to promote its dairy  products and build brands They can post articles, pictures, and videos about new products, features, health benefits, and quality of the products to attract customers' attention - Interaction with customers: Vinamilk can use Facebook to directly interact with customers through posts, comments and private messages They can answer  questions, provide product details, answer questions, and handle feedback from customers - Promotions and events: Vinamilk may announce and promote promotions, events, contests or other important activities through Facebook This enhances interaction and creates interest from customers - Advertising and targeting: Vinamilk may use Facebook's advertising tools to reach target customers They can define a target audience based on age, 68 location, interests and online behavior to ensure that their message reaches the right people 4.3.5 Budget Table 5: Total budget for sales plan Categor Performance Quantit y Design, Creative  printing, Agency and items POSM Unit Price y FB (VND) post, pic image Booth, Total Note (VND) 1.000.000 7.000.000 /each 600 - Booth 67.000.000 Standee, (x150): Poster, 300.000/ Banner  each - Standee (x50): 200.000/ each - Banner   (x100): 120.000/ each Staff  200 Shirt 80.000/ Uniform each 16.000.000 Price includes design, tailoring and collared 69  polo shirt Event Staff Sampling Reward 200 pers 3.900.000 780.000.000 6.000 on / person bin 180.000/ 1.080.000.0  bin 00 - Sports - 20 mountai  pcs n bike 49.800.000 2.490.000 - 30 / 45.000.000 - Yoga train  pcs course ing - 20.000.000 - Phone sessi 1.500.000 recharge ons / code - each 100,000 200 - vnd rech 100.000/e arge ach code s FB ads FB ads Advertising Post 5.000.000 35.000.000 Running for  Running each cost significant /post  post TOTAL (VND): 2.099.800.0 00 70 4.3.6 Evaluate After the campaign is over, evaluate the effectiveness in many ways Whether the campaign is successful or not, we must follow the results carefully to determine that, the evaluation process includes the following steps: - Define campaign goals, this includes raising brand awareness, generating more leads and years, and tracking the engagement and interest of each Facebook  post - Evaluate and measure the growth of competitors and look back at the brand's  previous campaigns to determine the effectiveness of each campaign - After starting to run the campaign, finally look back at the brand's sales revenue Check on Google Analytics to track the results on the integrated media front - On Facebook ads, we will measure the success of the campaign by tracking the interaction on the page, the traffic to the page The results of the evaluation will help us to evaluate the performance of the campaign and make more informed decisions about future campaigns 71 CONCLUSION The report has focused on highlighting the product's value and differentiation from similar products in the market We evaluate and analyze the potential market for Super Nut nut milk Factors such as dairy industry growth, health consumption trends, and healthy lifestyles have been taken into account This shows the feasibility and development potential of the 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