Executive Summary Executive Summary
The marketing plan outlines essential tasks for the company, including the establishment of objectives for 2021-2022, an analysis of internal and external environmental factors to identify opportunities, challenges, strengths, and weaknesses It also details the marketing objectives for 2022, the business's marketing strategy, the execution of planned initiatives, and the assessment of marketing outcomes while considering the competitive landscape.
The assignment focuses on utilizing farm-grown natural materials and advanced processing and packaging technologies to ensure high product quality It aims to introduce a new range of flavored milk made from fresh milk, while diversifying its product offerings with a common emphasis on using only fresh milk and natural additives A secure and rigorous distribution process will be implemented to guarantee that consumers receive top-quality products.
- Determined to become a high-class brand trusted by everyone.
- 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.
The final examination report focuses on the marketing mix plan for TruMilk Coffee Bean, outlining key strategies and components essential for effective marketing management This report highlights the importance of product differentiation, pricing strategies, promotional tactics, and distribution channels to enhance brand visibility and customer engagement By analyzing market trends and consumer preferences, the marketing mix plan aims to position TruMilk Coffee Bean as a leading choice among coffee enthusiasts Implementing these strategies will help in achieving sustainable growth and competitive advantage in the market.
Market Summary Market Summary Market Summary Market Summary Market Summary
The Vietnamese dairy processing industry has shown remarkable resilience, continuing to grow rapidly despite the challenges posed by the global economic crisis and recession This growth reflects a strong demand for liquid milk, driven by evolving customer needs and preferences in Vietnam.
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
Despite a rise in consumption, the growth rate remains modest, fluctuating between 2.1% and 3.9% compared to the previous year Dairy products continue to be classified as fast-moving consumer goods (FMCG), highlighting their essential role in the market.
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,…
The Vietnamese liquid dairy industry is experiencing significant growth, driven by a diverse range of products including fresh milk, powdered milk, and cheese According to FiinGroup, this market is set to expand rapidly due to population growth and increasing health consciousness among consumers Minister of Agriculture and Rural Development, Nguyen Xuan Cuong, noted that despite being relatively underdeveloped, the dairy sector has achieved an average growth rate of over 10%, supported by a rising dairy herd currently totaling 290,000 cows and an annual production of 1 million tons He emphasized that the industry remains attractive amidst strong competition, highlighting the need for enhanced supply chain integration and the adoption of new technologies.
The Marketing Management Final Examination Report focuses on the marketing mix plan for TruMilk Coffee Bean This comprehensive analysis outlines key strategies and tactics aimed at enhancing brand visibility and market penetration By leveraging the four essential elements of the marketing mix—product, price, place, and promotion—TruMilk Coffee Bean aims to create a strong competitive advantage The report emphasizes the importance of understanding consumer preferences and market trends to effectively position the brand in a crowded marketplace.
SWOT of TH True Milk SWOT of TH True Milk
The dairy market in Vietnam is highly competitive, featuring renowned domestic and international brands like Vinamilk, Nestle, and Dutch Lady Despite this fierce competition, TH True Milk has achieved notable success, capturing a 30% market share that reflects its commitment and strategic efforts The brand's rise to prominence is attributed to its well-invested infrastructure and innovative approach in the industry.
Stable capital from Bac A Commercial Joint Stock Bank
The largest and most advanced factory and farm in Southeast Asia
TH True Milk fosters an environmentally and socially responsible organizational culture, which enhances both internal development and the company's public brand image.
- TH True Milk has set of principles and visions in business such as:
Protecting public health through clean milk
TH True Milk has positioned itself as a premium brand in the dairy market, often carrying higher prices than its competitors, including Vinamilk, the leading dairy producer in Vietnam This pricing strategy presents a significant challenge for TH True Milk, particularly in reaching the middle and low-income segments, which constitute the majority of the Vietnamese population.
TH True Milk has capitalized on the growing consumer focus on health by offering a range of organic dairy products, which have gained significant popularity in recent years.
SWOT of TH True Milk
Strengths Strengths Strengths Strengths Strengths
The Vietnamese dairy market is highly competitive, featuring renowned brands like Vinamilk, Nestle, and Dutch Lady Despite this fierce competition, TH True Milk has achieved notable success, capturing a 30% market share This accomplishment underscores the brand's dedication and strategic investments, which have established its position as a leading representative in the industry.
Stable capital from Bac A Commercial Joint Stock Bank
The largest and most advanced factory and farm in Southeast Asia
TH True Milk fosters an environmentally and socially responsible organizational culture, which enhances both internal development and the company's public brand image.
- TH True Milk has set of principles and visions in business such as:
Protecting public health through clean milk
Weakness Weakness Weakness Weakness Weakness
TH True Milk, a prominent player in the Vietnamese dairy market, faces challenges due to its higher pricing compared to competitors like Vinamilk This pricing strategy places TH at a disadvantage in a competitive landscape, particularly in reaching the middle and low-income demographics, which represent the majority of Vietnam's population.
OpportunitiesOpportunities OpportunitiesOpportunities Opportunities
TH True Milk has seized a significant opportunity by prioritizing consumer health in recent years This commitment is exemplified by the brand's highly popular range of organic dairy products, which align with the growing trend of health-conscious choices among consumers.
The Marketing Management Final Examination Report focuses on the marketing mix plan for TruMilk Coffee Bean This comprehensive analysis outlines strategies for product development, pricing, distribution, and promotional activities tailored to enhance brand visibility and customer engagement By leveraging market research and consumer insights, the plan aims to position TruMilk Coffee Bean effectively within the competitive landscape, ensuring sustainable growth and profitability.
The global organic milk market is projected to experience a 200% growth by 2025, highlighting a significant opportunity for expansion In Vietnam, most organic dairy products are currently imported from foreign organic farms, indicating a strong potential demand for locally produced organic milk TH True Milk is strategically positioning itself to capitalize on this emerging market, making significant advancements in its operations and offerings.
Threats Threats Threats Threats Threats
The competitive landscape of Vietnam's dairy market poses significant challenges for TH True Milk, particularly as its innovative products and ideas can easily be replicated by other brands at lower prices Established as the leading organic milk producer in Vietnam, TH True Milk now contends with formidable competition from Vinamilk, a dominant player in the industry, which has also introduced its own line of organic dairy products.
Competition Competition Competition Competition Competition
2.3 Competition 2.3 Competition DUTCH LADY DUTCH LADY DUTCH LADY
Dutch Lady entered the Vietnamese market in 1924 and has since segmented its offerings to cater to all age groups, including children, teenagers, and adults The brand provides a diverse range of dairy products, such as pasteurized milk and condensed milk, effectively addressing the needs of various consumer demographics across the country.
Dutch Lady effectively targets diverse demographics by promoting their liquid milk line with the slogan "ready for a vitality" and their baby food line with "with babies grow up." This strategy highlights their extensive product range suitable for all ages, distinguishing them from competitors that focus solely on IQ messaging.
Strengths and Weaknesses of the Dutch Lady
Accounting for around 35% of the Vietnamese dairy sector • Constantly improving products, competitive prices • Wide distribution network, strong brand position
- Weaknesses: Because Frieslandcampina Group sells both liquid and powdered milk, it will divide its energies between the two segments
The Marketing Management Final Examination Report presents a comprehensive marketing mix plan for Truemilk Coffee Bean This plan outlines strategies for product development, pricing, promotion, and distribution to effectively position Truemilk Coffee Bean in the competitive market Emphasizing quality and sustainability, the marketing mix aims to attract health-conscious consumers while enhancing brand visibility By leveraging targeted marketing campaigns and strategic partnerships, the plan seeks to increase market share and drive customer loyalty for Truemilk Coffee Bean.
Target customers are compassionate women aged 15 to 35, primarily focusing on those between 25 and 35 years old These women reside in urban areas, engage in various businesses or retail activities, and prioritize family care in their lives.
"Top 10 Vietnamese high-quality commodities," Vinamilk has reasserted its quality and position in the Vietnamese and international dairy markets after more than 40 years of construction and development
Vinamilk, Vietnam's largest dairy company, holds a commanding market share of 37%, dominating 45% of the liquid milk market, 85% of the condensed milk market, and 85% of the yogurt industry This significant presence allows Vinamilk to influence domestic selling prices effectively Notably, from 1995 to 2009, the company was consistently recognized by consumers as one of the "Top 10 High Quality Vietnamese Goods."
Vietnam offers a diverse selection of high-quality dairy products, including popular brands like Ong Tho condensed milk, Sao, Dielac, and Vinamilk yogurt These products are competitively priced, often lower than imported alternatives, and dominate the market share among similar suppliers in Vietnam Notably, the "Ong Tho and the Star" condensed milk line provides an affordable option that aligns with the preferences and needs of the majority of Vietnamese consumers today.
Vinamilk boasts an extensive distribution network that covers all 64 provinces, featuring over 250 distributors and 135,000 points of sale This vast reach allows Vinamilk to effectively connect with a large customer base and facilitates the introduction of new products, along with efficient marketing strategies nationwide.
Vinamilk prioritizes investment in state-of-the-art equipment and technology, equipping its dairy plants with advanced systems sourced from Germany, Italy, and Switzerland Notably, it is the sole company in Vietnam utilizing a unique spray drying technique developed by Denmark's Niro, guaranteeing the production of premium quality dairy products.
The marketing management final examination report focuses on the marketing mix plan for TruMilk Coffee Bean This comprehensive analysis outlines the strategic elements essential for effectively positioning TruMilk Coffee Bean in the competitive market It emphasizes the importance of product differentiation, pricing strategies, promotional tactics, and distribution channels to enhance brand visibility and customer engagement The report serves as a crucial guide for implementing a successful marketing strategy that aligns with consumer preferences and market trends.
Vinamilk, a leading corporation, executes its advertising, public relations, and marketing strategies with a high level of professionalism and methodical planning Their initiatives, such as the School Milk Program, the Vietnam Tall Milk Fund, and the "One Million Green Trees in Vietnam" campaign, reflect a deep commitment to social responsibility and resonate emotionally with consumers.
As customer expectations rise and competition intensifies from international milk brands imported from the UK, US, and Netherlands, Vinamilk has lost its monopolistic hold on the Vietnamese dairy market Recent surveys indicate that imported milk now dominates 65 percent of the market share, highlighting the challenges Vinamilk faces in maintaining its position.
16 percent, and Dutch Lady for 20 percent.
Market segmentation Market segmentation Market segmentation Market segmentation Market segmentation
Up to now, TH Group has 297 stores in Vietnam market Mainly focus on distribution in 2 big cities, Ho Chi Minh City with 77 stores and Hanoi with 73 stores.
In other provinces, the number of distributions is quite different, only ranging from
In 2021, the brand faced significant challenges due to the worsening Covid-19 situation, leading to the closure of 2 to 3 stores However, in the aftermath of the pandemic, TH plans to prioritize the expansion of its branches in various provinces and cities to better serve customer needs.
Ages: includes all ages (children, youth, middle-aged, seniors)
Income: low income and middle income
Occupation: children, students, office workers, etc.
Lifestyle: casual, fitness, healthy, etc.
Interest: sweets, experiences, natural products, etc.
Personality: sociable, cheerful, peaceful, etc
Reason for purchase: buy for themself or their family, buy for friends…
Benefits sought: like healthy desserts, variety of flavors, good service system,
The marketing management final examination report presents a comprehensive marketing mix plan for Truemilk Coffee Bean This plan outlines strategic approaches to enhance brand visibility, optimize product offerings, and effectively engage target customers Key components include product differentiation, competitive pricing strategies, targeted promotional campaigns, and strategic distribution channels to maximize market reach and customer satisfaction The report emphasizes the importance of aligning marketing efforts with consumer preferences to drive sales and foster brand loyalty.
Market targeting ( Concentrated marke Market targeting ( Concentrated marke Market targeting ( Concentrated marke Market targeting ( Concentrated marke Market targeting ( Concentrated marketing )ting )ting )ting ) ting )
Concentrated marketing focuses on targeting the domestic market, specifically distributors, wholesalers, and retail stores such as Vinmart, COOP Mart, and Tmart These entities are eager to distribute the company's products and have specific requirements, including sales bonus discounts and timely order fulfillment.
TH True milk not only expands the Vietnamese market but also expands its production scale and aims to reach customers around the world.
Market positioning Market positioning Market positioning Market positioning Market positioning
TH True Milk's competitors include: Vinamilk, BV Milk, Love Farm- Vietnamese farm fresh milk, Nestle.
- Determining the advantages of TH true Milk:
Products are processed cleanly and pure from TH farm
Delicious milk flavor, sweet and natural
Simple, easy-to-see packaging design, bringing a feeling of freshness to consumers
Using modern machinery and technology
Strategies Strategies Strategies Strategies Strategies
Product Product Product Product Product
Produced on a modern European technology line, TH Truemilk Been retains the delicious taste and nutrients found in fresh milk Ingredients from fresh cow's milk help to
The TH Truemilk Coffee Bean offers a unique aroma and a smooth taste that provides a rich and enjoyable experience Committed to health, TH Truemilk Bean strictly avoids synthetic additives and preservatives, ensuring a natural product free from harmful chemicals commonly found in other brands.
TH Truemilk Coffee Been products undergo a comprehensive production process on a state-of-the-art European-imported line This meticulous process includes careful selection of raw materials, followed by pasteurization, assimilation, creaming, cooling, extraction, freezing, and packaging Each product is stored at optimal temperatures to guarantee consistent shape, taste, and quality.
The primary focus remains on ensuring the health and safety of customers, particularly children, whose immune systems are more vulnerable TH is dedicated to providing fresh, pure, and natural products that promote overall well-being.
Since its inception in 2010, TH True Milk has revolutionized the Vietnamese dairy industry with its commitment to providing fresh and clean dairy products sourced from TH Dairy Farm in Nghia Dan, Nghe An Utilizing cutting-edge technology in breeding and production, the brand has established a reputation for high-quality products through strategic investments This dedication has ingrained TH True Milk's identity in the minds of consumers, who also appreciate its innovative offerings, such as the TH Truemilk Coffee Bean line, which has received positive feedback for its quality By consistently delivering products that are "completely from nature," TH True Milk has solidified its position as a leading brand in Vietnam, known for its pure fresh milk and diverse product range.
The Marketing Management Final Examination Report presents a comprehensive marketing mix plan for TruMilk Coffee Bean This report outlines strategies to enhance brand awareness, optimize product offerings, and implement effective pricing, promotion, and distribution tactics By focusing on customer engagement and market trends, the plan aims to position TruMilk Coffee Bean as a leading choice in the competitive coffee market, ultimately driving sales and customer loyalty.
The packaging of TH truemik Coffee Bean milk provides essential details, including the brand name, ingredients, expiry date, usage instructions, and storage guidelines It emphasizes a commitment to product quality, highlighted by the slogan "TH truemik Coffee Bean is completely from nature."
TH Truemilk Coffee Bean's packaging, developed by their marketing team, aligns with the brand's positioning and serves not only to preserve the product but also to enhance brand recognition and personality Their marketing mix strategy emphasizes elegant packaging that stands out against competitors, utilizing a simple yet effective color scheme of blue and white This is complemented by colors that reflect the flavors, such as yellow for durian, white for vanilla, dark brown for chocolate, and green for mung beans, allowing customers to easily identify the product's flavor at a glance without needing to read the labels.
In a market where milk nut products are still emerging, a simple yet unique packaging design enhances the perception of luxury and quality, distinguishing TH Truemilk Coffee Bean from other fresh milk products and boosting brand recognition.
Pricing Pricing Pricing Pricing Pricing
Price is a vital element of the 4P Marketing plan, requiring a strategic approach from marketers It is typically integrated into the product/market plan rather than treated as a standalone factor Pricing must remain competitive and reflect the value perceived by customers For instance, TH Truemilk Coffee Bean milk is priced at 40,000 VND per lot (4 boxes of 180 ml) at TH True Mart, 43,000 VND per lot in supermarkets, and 45,000 VND per lot at consumer outlets Short-term promotional pricing will be implemented based on the unique characteristics of each sales channel The gross profit for each box is 3,312.5 VND.
The Marketing Management Final Examination Report presents a comprehensive marketing mix plan for Truemilk Coffee Bean This report outlines strategic approaches to enhance brand visibility and consumer engagement Key elements of the marketing mix, including product, price, place, and promotion, are meticulously analyzed to ensure effective market penetration The plan aims to position Truemilk Coffee Bean as a leading choice among coffee enthusiasts, leveraging innovative marketing strategies to drive sales and foster customer loyalty.
Because Vinamilk is the dairy market's dominant player in Vietnam, and because
TH, a "late-blooming" company, must implement a distinctive pricing strategy to effectively enter the market and identify new opportunities As TH Truemilk is a premium product, it has adopted an aggressive pricing approach aimed at influencing consumer perceptions regarding the relationship between price and quality.
TH Truemilk targets female business clients aged 24 to 36 in metropolitan areas, focusing on modern cities where health concerns for themselves and their families are paramount As Vietnam's GDP per capita is projected to reach USD 2,779 in 2020, the demand for dairy products is anticipated to increase significantly.
DistributionDistributionDistributionDistribution Distribution
3.4.3.Distribution 3.4.3.Distribution Milk is an important FMCG commodity for consumers, thus it's important to make sure it's available everywhere in the country so they can get it TH has had TH genuine mart chain stores all over the country, each with modern, tastefully adorned food preservation equipment and systems to assist develop a positive image in the minds of customers
The company also uses internet distribution methods to reach out to customers
The TH genuine Milk distribution channel system is divided into two categories: direct and indirect distribution
Channel of direct distribution The TH genuine Mart retail chain and online ordering - local delivery are the two types of stores that TH picks
The indirect distribution strategy is widely utilized by businesses to quickly connect with customers and drive substantial revenue For TH True Milk, this approach involves both level 1 and level 2 channels, enhancing their market reach and efficiency.
This report presents a comprehensive marketing mix plan for TruMilk Coffee Bean, focusing on key strategies to enhance brand visibility and customer engagement The analysis includes product differentiation, competitive pricing, targeted promotions, and effective distribution channels By implementing these strategies, TruMilk Coffee Bean aims to strengthen its market position and drive sales growth.
Level 1 encompasses the distribution of goods from producers to various retail outlets, including grocery stores, supermarkets, and convenience stores, ultimately reaching the final consumer.
- Level 2 goods are those that travel from the TH manufacturer to the dealer, then to the retail outlets listed above, and lastly to the consumer.
Marketing Communications Marketing communications strategy covers all efforts to communicate to target audiences and channel members.
Promotion: Promotion: Promotion: Promotion: Promotion
Experience the harvest season on a vibrant farm, where fresh coffee beans are carefully collected and prepared for processing These premium beans are then expertly blended with TH's clean milk, resulting in a delicious and nutritious coffee bean milk product Indulge in the perfect duo that combines rich flavor with wholesome goodness.
Pano: Featuring the company's iconic slogan "Truly natural," this advertisement highlights the phrase "Coffee and milk duo for a nutritious new day." Accompanied by an eye-catching image of the two main products, the panel will be strategically placed at bus stops and in supermarkets to maximize visibility and engagement.
On the product launch day, customers can enjoy a special promotion of "buy 3, get 1 free," where purchasing any three 180ml bottles of the two newly launched products will earn them an additional 110ml bottle for free Additionally, for purchases exceeding 250,000 VND of these products, a complimentary glass cup will be included.
With a bill of TH company products over 500k, you will get 1 cup of coffee bean milk
“School milk” - Giving milk to children in remote areas “Happiness Scholarship Fund” - Supporting scholarship funds for difficult cases
Contributing to the province in the prevention of the Covid-19 epidemic, deducting 10% of revenue from each quarter to contribute to the Vietnam vaccine fund
The Marketing Management Final Examination Report focuses on the marketing mix plan for TruMilk Coffee Bean This report outlines strategic recommendations to enhance brand visibility and market penetration Key elements of the marketing mix, including product, price, place, and promotion, are analyzed to optimize the overall marketing strategy for TruMilk Coffee Bean By implementing these strategies, the brand aims to effectively engage its target audience and drive sales growth.
Utilize social media platforms, including your company's website and fan page, to showcase product images effectively Additionally, engage influencers by providing them with gifts and feature articles related to your products across various media channels to enhance visibility and reach.
Marketing Mix Marketing Mix Marketing Mix Marketing Mix Marketing Mix
Figures 3.5: Action Plan Table Figures 3.5: Action Plan Table Figures 3.5: Action Plan Table Figures 3.5: Action Plan Table Figures 3.5: Action Plan Table
Packaging design for new products
Scripting for TVC Make tvc recording
Advertise on website, youtube and company fanpage
Contributing to the province in the prevention of the Covid-19 epidemic
School milk - Giving milk to children in remote areas
The final examination report on marketing management presents a comprehensive marketing mix plan for TruMilk Coffee Bean This plan outlines key strategies and tactics aimed at enhancing brand visibility, increasing market share, and driving customer engagement By focusing on product differentiation, competitive pricing, targeted promotions, and effective distribution channels, the report aims to position TruMilk Coffee Bean as a leader in the coffee market The integration of these elements is essential for achieving sustainable growth and meeting consumer demands in a competitive landscape.
Invoices over 250k of two new products give glass cups
Invoices over 500k get a new batch of milk products
Financials Financials Financials Financials Financials
4.0 Financials 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)
—> to achieve break-even point, it must be sold 974.359 products
Figures 4.1: Sale Forecast Figures 4.1: Sale Forecast Figures 4.1: Sale Forecast Figures 4.1: Sale Forecast
Unit: VND Unit: VND Unit: VND Unit: VND Unit: VND Sales Q1 (1/1/2022 - Q2 (1/4/2022 - Q3 (1/9/2022 - Q4 ( 1/11/2022 -
The Marketing Management Final Examination Report presents a comprehensive marketing mix plan for Truemilk Coffee Bean This report outlines strategic approaches to enhance brand visibility, improve customer engagement, and drive sales through targeted marketing initiatives Key components of the marketing mix, including product, price, place, and promotion, are meticulously analyzed to ensure effective implementation The plan aims to position Truemilk Coffee Bean as a leader in the competitive coffee market, leveraging innovative marketing techniques to attract and retain customers.
Total sales Total sales Total sales Total sales Total sales 11.810.000.000 15.815.000.000 21.934.000.000 25.757.000.000
The cost of selling online
The cost of selling offline
Total cost Total cost Total cost Total cost Total cost 975.000.000 2.012.500.000 2.520.000.000 3.754.250.000
Figures 4.2: Operation Process Figures 4.2: Operation Process Figures 4.2: Operation Process Figures 4.2: Operation Process
MONTH MONTH MONTH MONTH MONTH ACTIVITIES ACTIVITIES ACTIVITIES ACTIVITIES ACTIVITIES TIME TIME TIME TIME TIME COST COST COST COST COST January 2022 - January 2022 -
January 2022 - March 2022 March 2022 March 2022 March 2022 March 2022
Experience the essence of harvest season with our 60-second TV commercial, showcasing a picturesque farm abundant with nut crops Watch as freshly harvested coffee beans are expertly processed, culminating in a delightful blend with TH's clean milk This perfect combination creates a delicious and nutritious coffee bean milk product, bringing you the ultimate taste of nature's bounty.
Use social networking sites such as the Company's Website and Fanpage to promote images for products.
Simultaneously giving gifts to Influencers, incorporating articles
This report outlines a comprehensive marketing mix plan for Truemilk Coffee Bean, focusing on strategies to enhance brand visibility and consumer engagement The plan emphasizes the importance of product quality, competitive pricing, effective promotion, and strategic placement in the market By leveraging digital marketing channels and social media platforms, Truemilk aims to connect with its target audience and drive sales growth Additionally, the report highlights the need for continuous market analysis to adapt to consumer preferences and industry trends, ensuring the brand remains relevant and appealing.
April 2022 - August 2022 August 2022 August 2022 August 2022 August 2022
Pano:With the company's traditional slogan "Truly natural", in addition, 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
Contributing to the province in the prevention of the Covid-19 epidemic, deducting 10% of revenue from each quarter to contribute to the Vietnam vaccine fund
“School milk” - Giving milk to children in remote areas
August 2022 - October 2022 October 2022 October 2022 October 2022 October 2022
“Happiness Scholarship Fund” - Supporting scholarship funds for difficult cases
On the product launch day, there will be a promotion program buy 3 get 1 free (buying any 3 180ml batches of two newly launched products will get
1 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 1 cup of coffee bean milk
The final examination report for marketing management focuses on the marketing mix plan for TruMilk Coffee Bean This comprehensive analysis outlines strategies to enhance brand visibility, engage target audiences, and optimize product offerings Key components of the marketing mix, including product, price, place, and promotion, are meticulously detailed to ensure effective implementation and measurable outcomes By leveraging these strategies, TruMilk Coffee Bean aims to strengthen its market position and drive sustainable growth.
Figures 4.3: Expense Forecast Milestones Figures 4.3: Expense Forecast Milestones Figures 4.3: Expense Forecast Milestones
Figures 4.3: Expense Forecast Milestones Figures 4.3: Expense Forecast Milestones
Milestones Milestones Milestones Milestones Milestones Time Time Time Time Time Budget Budget Budget Budget Budget Manager Manager Manager Manager Manager Department Department Department Department Department
Marketing plan Marketing plan Marketing plan Marketing plan
Marketing plan completion completion completion completion completion
Before 1/1/2022 Before 1/1/2022 Before 1/1/2022 Before 1/1/2022 Before 1/1/2022 0 VNĐ Mr.Ngoc Marketing
Advertising campaign 1 Advertising campaign 1 Advertising campaign 1 Advertising campaign 1
Advertising campaign 2 Advertising campaign 2 Advertising campaign 2 Advertising campaign 2
Advertising campaign 3 Advertising campaign 3 Advertising campaign 3 Advertising campaign 3
Advertising campaign 4 Advertising campaign 4 Advertising campaign 4 Advertising campaign 4
Figures 4.4: Expense Budget in 2022 Figures 4.4: Expense Budget in 2022 Figures 4.4: Expense Budget in 2022
Figures 4.4: Expense Budget in 2022 Figures 4.4: Expense Budget in 2022
TOTAL TOTAL TOTAL TOTAL TOTAL 36.630.140.000 VNĐ 36.630.140.000 VNĐ 36.630.140.000 VNĐ 36.630.140.000 VNĐ 36.630.140.000 VNĐ
The Marketing Management Final Examination Report focuses on the marketing mix plan for TruMilk Coffee Bean This report outlines strategic approaches to enhance brand visibility and customer engagement, emphasizing the importance of product quality, pricing strategies, promotional activities, and distribution channels By integrating these elements, the plan aims to position TruMilk Coffee Bean effectively in the competitive market, ensuring sustainable growth and customer loyalty.
Implementation Implementation Implementation Implementation Implementation
5.1 Implementation 5.1 Implementation AIDA model table, when applying communication on Social Network.
In 3 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 3 channels Facebook, Youtube, Google): 7 million people
- Number of online orders from e-commerce platform only for fresh milk products: 2.8 million people
The control plan based on the AIDA model outlines the strategic approach to attract and engage customers effectively By focusing on Attention, Interest, Desire, and Action, this framework ensures a systematic method for enhancing customer interactions and driving conversions Each stage of the AIDA model plays a crucial role in guiding potential customers through their buying journey, ultimately leading to increased sales and brand loyalty.
Index Index Index Index Index Amount Amount Amount Amount Amount Conversion rate Conversion rate Conversion rate Conversion rate Conversion rate
Awareness Market Potential 25 million people 100%
Action Buyer (online) 2,8 million people 40%
Marketing Organization Marketing Organization Marketing Organization Marketing Organization Marketing Organization
5.2 Marketing Organization 5.2 Marketing Organization Planning a backup TVC includes:
- Prepare a backup influencer when the previous influencer has a problem
The Marketing Management Final Examination Report focuses on the marketing mix plan for TruMilk Coffee Bean This comprehensive analysis explores the strategies and tactics employed to effectively position TruMilk Coffee Bean in the competitive market Key elements of the marketing mix, including product, price, place, and promotion, are thoroughly examined to ensure optimal reach and engagement with the target audience The report emphasizes the importance of aligning marketing efforts with consumer preferences and market trends to drive brand awareness and sales growth.
To effectively engage customers who remain indifferent to TV commercials and products despite advertising efforts on the company’s website, YouTube, and social media pages, it is essential to develop innovative social media trends and captivating Instagram content that can broaden the 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.
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 List of references & Originality List of references & Originality List of references & Originality
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
Phân tích SWOT của TH True Milk (2013) Maneko.
The Marketing Management Final Examination Report presents a comprehensive marketing mix plan for TruMilk Coffee Bean This plan outlines key strategies and tactics to enhance brand visibility, engage target audiences, and drive sales By analyzing market trends and consumer preferences, the report aims to position TruMilk Coffee Bean effectively within the competitive landscape, ensuring sustainable growth and customer loyalty The marketing mix elements—product, price, place, and promotion—are meticulously detailed to optimize the brand's market presence and achieve its business objectives.