MARKETING MANAGEMENT FINAL EXAMINATION REPORT MARKETING MIX PLAN FOR TH TRUEMILK COFFEE BEAN

MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING - MARKETING MANAGEMENT FINAL EXAMINAT EXAMINATION ION REPORT MARKETING MIX PLAN FOR TH TRU TRUE EMILK COFFEE BEAN MAJOR : MARKETING SUBJECT: MARKETING MANAGEM MANAGEMENT ENT Professor : NGO MINH TRANG Ho Chi Minh City, 2021 0 MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING - MARKETING MANAGEMENT FINAL EXAMINAT EXAMINATION ION REPORT MARKETING MIX PLAN FOR TH TRU TRUE EMILK COFFEE BEAN MAJOR : MARKETING SUBJECT: MARKETING MANAGEM MANAGEMENT ENT Professor : NGO MINH TRANG Captain Phone number Email : : : BUI THI BICH NGOC 0979.557.653 ngocbtb.hcm@gmail.com Ho Chi Minh City, 2021 0 MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN TABLE OF CONTENTS 1.0 Executive Summary Summary 2.0 Situation Analysis Analysis 2.1 Market Summary Summary 2.2.SWOT of TH True Milk Milk 2.2.1 Strengths Strengths 2.2.2 Weakness Weakness 2.2.3.Opportunities 2.2.3.Opportunities 2.2.4 Threats Threats .4 2.3 Competition Competition 3.0 STP strategy strategy 3.1 Market segmentation segmentation 3.2 Market targeting ( Concentrated marke marketing ting )) 3.3 Market positioning positioning 3.4 Strategies Strategies 3.4.1 Product Product .7 3.4.2 Pricing Pricing 3.4.3.Distribution 3.4.3.Distribution .10 3.4.4 Promotion: Promotion: .10 3.5 Marketing Mix Mix 11 4.0 Financials Financials 13 5.0 Controls Controls 17 5.1 Implementation Implementation 17 5.2 Marketing Organization Organization 17 List of references & Originality Originality 19 0 MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN TABLE OF FIGURES Figures 3.5: Action Plan Table Table 13 13 Figures 4.1: Sale Forecast Forecast 15 15 Figures 4.2: Operation Process Process .16 16 Figures 4.3: Expense Forecast Milestones Milestones 17 Figures 4.4: Expense Budget in 2022 2022 .18 18 Figures 5.1: Control plan according to AIDA model model .19 19 0 MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN 1.0 Executive Summary Briefing on marketing plan the following tasks and tasks must be established by the company : Establish company objectives from 2021 to 2022 Examine internal and external environmental factors to determine the company's opportunities, challenges, strengths, and weaknesses The company's 2022 marketing objectives The business's marketing strategy Planned and carried out Assess marketing outcomes The competitive situation The purpose and structure of the assignment: Making use of farm-grown natural materials Using cutting-edge processing and packaging technology Using a secure and rigorous distribution procedure to ensure product quality reaches consumers Launching a new range of milk produced from fresh milk in a variety of flavors Diversifying its product ranges, with the most common point being that they are made entirely of fresh milk and natural additives Vision: - Determined to become a high-class brand trusted by everyone Mission: - Objectives for the first year - Make impressive TVCs or product related Tiktok trends so that more people know the TH Truemilk Coffee Bean - Emphasize milk nut products made entirely from milk and natural ingredient, good for consumers' health - Offer many attractive promotions with accompanying gifts - Become a manufacturer of clean food derived from nature with international standards right here in Vietnam 0 MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN 2.0 Situation Analysis 2.1 Market Summary - Overview of customers' needs and tastes for liquid milk in Vietnam Despite the fact that many other businesses were hit by the global economic crisis and recession, Vietnam's dairy processing industry continued to grow at a rapid pace According to the Vietnam Dairy Association, fresh milk output is expected to reach 1,702,4 million liters in 2020, up 1% from the previous year Although consumption is increasing, it is still at a low rate, with growth ranging from 2.1 to 3.9 percent over the previous year Dairy products are a fast-moving consumer good (FMCG) (accounting for 13 percent of total FMCG consumption) With substantial commercial investment, Vietnam's milk export turnover is expected to reach $300 million by 2020, primarily in the form of yogurt and liquid milk to the Middle East, Philippines,… - Companies competing in the liquid dairy industry in Vietnam Aside from fresh milk, the Vietnamese market for dairy products is currently fairly diverse in terms of brands and types Liquid milk products, powdered milk, condensed milk, butter, cheese, and whey are just a few examples According to FiinGroup, Vietnam's dairy market would increase rapidly in the future years as a result of population growth and health-related efforts, as well as consumers becoming more health-conscious through the consumption of dairy products Minister of Agriculture and Rural Development Nguyen Xuan Cuong further stated that, despite being a relatively underdeveloped business, Vietnam's dairy industry has expanded by more than 10% on average, owing to a high rate of cow growth Vietnam's total dairy herd currently stands at 290,000 heads, with an annual yield of million tons Minister Cuong claims that, despite severe competition, Vietnam's dairy business remains attractive due to a number of positive aspects If you want to speed up the completion of linking chains and the implementation of new technologies 0 MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN “Happiness Scholarship Fund” Sales Buy get Promotion Invoices over 250k of two new products give glass cups Invoices over 500k get a new batch of milk products 4.0 Financials Financials include budgets and forecasts to plan for marketing expenditures, scheduling, and operations Break – Even Analysis ( TH True Milk Coffee Bean Milk 180ml ) Variable cost = 6.500 vnđ Fixed cost = 9.500.000.000 Unit cost = variable cost + fixed cost/ unit sales = 6.500 + 9.500.000.000/19.000.000 = 7.000 Markup price= unit cost/(1- desired return on sale) = 6.500/(1- 0.6) = 16.250 Break – even=fixed cost/(markup price – variable cost) = 9.500.000.000/(16.250 – 6.500) = 974.359 —> to achieve break-even point, it must be sold 974.359 products Figures 4.1: Sale Forecast Unit: VND Sales Q1 (1/1/2022 - Q2 (1/4/2022 13 0 Q3 (1/9/2022 - Q4 ( 1/11/2022 - MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN 31/3/2022) 31/8/2022) 31/10/2022) 31/12/2022) Online 1.250.000.000 2.450.000.000 4.245.000.000 6.367.000.000 Offline 10.560.000.000 13.365.000.000 16.689.000.000 19.390.000.000 Total sales 11.810.000.000 15.815.000.000 21.934.000.000 25.757.000.000 The cost of 850.000.000 1.570.000.000 1.800.000.000 2.754.000.000 125.000.000 442.500.000 720.000.000 1.000.250.000 975.000.000 2.012.500.000 2.520.000.000 3.754.250.000 selling online The cost of selling offline Total cost Figures 4.2: Operation Process Unit: VND MONTH ACTIVITIES TIME COST January 2022 - TVC: create a tvc 60s with an image 1/1/2022 - 2.000.030.000 March 2022 of a farm in the harvesting season of 28/2/2022 VNĐ Use social networking sites such as 1/3/2022 - 1.000.050.000 the Company's Website and Fanpage 31/3/2022 VNĐ nuts Here will be the coffee beans, which are then put into the processing process Each fresh bean will be combined with TH's clean milk to create a delicious and nutritious duo of coffee bean milk products to promote images for products Simultaneously Influencers, giving gifts incorporating articles 14 to MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN related to the product on the media April 2022 - Pano:With the company's traditional 1/4/2022 - 1.500.000.000 August 2022 slogan "Truly natural", in addition, 31/5/2022 VNĐ Contributing to the province in the 1/6/2022 - 2.280.000.000 prevention of the Covid-19 epidemic, 31/7/2022 VNĐ “School milk” - Giving milk to 1/8/2022 - 10.000.000.000 children in remote areas 31/8/2022 VNĐ August 2022 - “Happiness Scholarship Fund” - 1/9/2022 - 15.150.000.000 October 2022 Supporting scholarship funds for 31/10/2022 VNĐ On the product launch day, there will 1/11/2022 - 4.700.050.000 2022- December be a promotion program buy get 31/12/2022 VNĐ there will be the words "Coffee and milk duo for a nutritious new day" Next to that will be the image of two main products placed in the center position This panel will be installed at bus stops or in supermarkets deducting 10% of revenue from each quarter to contribute to the Vietnam vaccine fund difficult cases November 2022 free (buying any 180ml batches of two newly launched products will get 110ml bottle respectively) In addition, with bills over 250k of the two launched products, a glass cup will be given away With a bill of TH company products over 500k, you will get cup of coffee bean milk 15 0 MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN Figures 4.3: Expense Forecast Milestones Unit: VND PLAN Milestones Time Budget Manager Department Marketing plan Before 1/1/2022 VNĐ Mr.Ngoc Marketing 1/1/2022 - 3.000.080.000 VNĐ Mr.Ngoc Marketing 14.780.000.000 VNĐ Mr.Ngoc Marketing 15.150.000.000 VNĐ Mr.Ngoc Marketing 3.550.000.000 VNĐ Mr.Ngoc Marketing completion Advertising campaign 31/3/2022 Advertising campaign 1/4/2022 31/8/2022 Advertising campaign 1/9/2022 31/10/2022 Advertising campaign 1/11/2022 31/12/2022 Figures 4.4: Expense Budget in 2022 Unit: VND TOTAL 2022 Advertising 3.500.030.000 VNĐ Sales promotion 4.700.050.000 VNĐ Direct marketing 1.000.050.000 VNĐ Public relationship 27.430.010.000 VNĐ TOTAL 36.630.140.000 VNĐ 16 0 MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN 5.0 Controls 5.1 Implementation AIDA model table, when applying communication on Social Network In years, applying marketing plan for TH True Milk fresh milk product According to the IMC plan (only on social networks Facebook, Youtube, Google) wishes to: - Desire to reach: 25 million people - With the number of people viewing the ads: 15 million people - Number of people clicking on ads (ads with links to e-commerce channels) on channels Facebook, Youtube, Google): million people - Number of online orders from e-commerce platform only for fresh milk products: 2.8 million people Figures 5.1: Control plan according to AIDA model Index Amount Conversion rate Awareness Market Potential 25 million people 100% Interest View 15 million people 60% Desired Engagement million people 46,67% Action Buyer (online) 2,8 million people 40% 5.2 Marketing Organization Planning a backup TVC includes: - Prepare another scenario - Prepare a backup influencer when the previous influencer has a problem 17 0 MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN - When launching ads on the company's website, Youtube, fanpage but customers still not really care about TVC and products The company needs to plan for creating social media trends or instagram footage to attract a larger customer base - When the promotion period for donated products has not expired, the company needs to: - Keep track of the number of donations - Prepare a substitute for the gift to serve the promotion 18 0 MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN List of references & Originality https://www.thmilk.vn/ Vinh, H., 2020 Tổng quan thị trường sữa Việt Nam Ho Chi Minh: Vinh Huynh Nguyễn Thiện (n.d) Nguyễn Thiện Phân tích SWOT TH True Milk (2013) Maneko (n.d) 19 0 MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN MARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEANMARKETING.MANAGEMENT.FINAL.EXAMINATION.REPORT.MARKETING.MIX.PLAN.FOR.TH.TRUEMILK.COFFEE.BEAN