ESSAY MARKETING PRINCIPLE ANALYZE TH TRUE MILK MARKETING STRATEGY IN VIETNAM MARKET AND PROPOSE

UNIVERSITY OF FINANCIAL – MARKETING MARKETING MAJOR - - ESSAY MARKETING PRINCIPLE ANALYZE TH TRUE MILK MARKETING STRATEGY IN VIETNAM MARKET AND PROPOSE Teacher: Diệp Long Phú Member: Nguyễn Đông Bảo Châu Trần Xuân Thống Cao Mỹ Nhi Nguyễn Văn Lắm Class: CLC_20DMA03 16 TABLE OF CONTEN PART 1: THE THEORETICAL BASIS OF “TH TRUE MILK MARKETING STRATEGY IN THE VIETNAMESE MARKET” FROM 2010 TO 2020 .2 I The marketing environment II The STP strategy III Marketing mix (4P) Promotion: IV Recommendation PART 2: STATUS OF THE MARKETING STRATEGY OF TH TRUE MILK BRAND IN VIETNAM MARKET 2010-2020 .8 I INTRODUCTION TH True Milk Company Mision and vision statement: Production Process: 10 Business activities: 10 The founder: 11 Products: 12 II MARKETING ENVIRORNMENT: 13 MICRO MARKEITNG ENVIRONMENT: 13 a) Climate: .13 b) Customer: 13 c) Collaborator: 13 d) Competitor: 17 e) Company: 19 MARCO MARKETING ENVIRONMENT: 21 a) Political: 21 b) Economic: 22 c) Sociocultural (social): 22 d) Technological: 22 III STP MARKETING: 23 SEGMENTATION: 23 Page 16 a) Demographic: 23 b) Psychographic: 23 c) Behavioral: 24 TARGETING: 24 POSITIONING: 25 IV MARKETING MIX (4P): 26 The "real" story hits the consumer's mind .26 PRODUCTS: 27 a) Core benefits: 27 b) Basic product: 27 c) Expected product: 28 d) Potential products: .29 PRICE: 29 a) Pricing: 29 b) Pricing strategy: 30 PLACE: 30 PROMOTION: 32 V a) Message: 32 b) Measurement: Preemptive Claim (The Laws of Mind): 32 c) PR: 33 d) Sale promotion: 34 RECOMMENDATION: .35 VI REFERENCE 36 VII CƠNG VIỆC VÀ ĐĨNG GĨP CỦA TỪNG THÀNH VIÊN TRONG NHÓM 38 Page 16 ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE PART 1: THE THEORETICAL BASIS OF “TH TRUE MILK MARKETING STRATEGY IN THE VIETNAMESE MARKET” FROM 2010 TO 2020 I The marketing environment Macro Marketing Environment The macro-environment includes the broad features that affect the market and marketing activities as well as the factors of the microenvironment  Affecting directly or indirectly the business operations of the enterprise as well as the customers purchasing behaviors  Affecting big businesses a) Environmental: - Consist of: climate, terrain, natural resources and other factors - Natural factors affect businesses’ marketing activities - Prioritized the human habitat problems b) Sociocultural (social): - Consist of: traditions, culture, customs, practices, religion, etc These factors have big impact on the customers buying behaviours - Businesses need to find solutions in order to adapt to these national identities c) Population: - Population size, population structure (age, sex, population growth rate and population distribution, ) - These population size and structure will be used directly in the business markeitng strategy - With the development of urbanization, business should always renew their methods, technologies and marketing plans Page 16 ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE d) Economic: - Economic growth, inflation, unenployment, interest rate, etc - Economic organizations influence on the market - Provision problems and demarketing e) Technological: - Technology science develops consistently, it affects the marketing mix (4P) - Businesses should always observe and renew technology so that efficiency and maximum quality can be achieved to compete with other businesses in the market f) Political: - Political stability, political structure, adminstration, laga; regulation Micro Marketing Environment - The micro marketing environment are the factors that affect directly the company and its ability to meet customer needs - These factors are divided into groups: external and internal a) Internal factors Normally companies are organized with a functional paradigm: - Finance – Accounting - Labour management - Production mangement - Research and development - Marketing  The marketing department is responsible for drafting marketing plans and programs Page 16 ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE  Departments have different goals to pursue, that’s why each department's goal is never the same as the others  In order to reach a consensus with a high rate, the marketing department needs to make marketing decisions on condition that thay are subjected to the company’s substraints such as motto, goals, strategies, etc b) External factors - Company, organization - Business environment - Competitor - Collaborator - Customer II The STP strategy S: Segmentation - Divide larger market into groups of people with similar demands and respond similarly to marketing stimuli - Seek within-group sameness (homogeneity) and between-group difference heterogeneity) - Following categories:  Gepgraphic  Demographic  Psychographic  Behavioral Page 16 ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE energy These campaigns are always referred to by other big brands as a "guideline" of marketing art b) Measurement: Preemptive Claim (The Laws of Mind): - TH claims a common characteristic of dairy products – “clean” Inherently "clean" is considered a natural characteristic of milk, consumers always assume it is associated with milk until it is emphasized by TH Not too surprising, but a pioneer – TH is one step ahead of its competitors in the dairy market with its generic communication style This move was enough for TH to resonate and create a "communication storm", successfully applying the "perceived quality" strategy in the minds of customers - Advertising channel: TH's main communication activities include: TVC appearing regularly on channels VTV3, VTV1, VTV6, HTV7, SCTV2, etc with a transparent message about the essence of nature, clean production process, modern If the national television channel VTV is associated with the life of the people in the North, the name that contributes to patronizing the brand's name, then HTV7 is a familiar TV channel to the people of the South With HTV7, TH has not only stopped at customers with relative income but also expanded to middle-income customer segments, opening the way for TH in the market share problem in the face of market share problems with the big players in the market - Magazines, newspapaers: Targeting women who are entrepreneurs such as Phụ nữ, Tuổi trẻ, Hà Nội mới, Doanh nhân Sài Gòn, etc - Outdoor advertising: Banners, outdoor signs, outdoor advertising light box billboard at bus shelters, inner city areas, near schools, etc are also utilized - Communication at the point of sale: At the retail systems of TH TrueMart, they are decorated with two main colors, blue and white, LCDs continuously display TVCs advertising products The sales staff wears costumes like milking staff on the farm In supermarkets, right next to Vinamilk's stall, Page 33 16 ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE Dutch lady is always TH True Milk's stall with outstanding shelf decoration and eye-catching At the small stores, TH’s grocery provides them with advertising banners, assisting them in displaying their products c) PR: - With the characteristic that the product is practically attached to the health and life of consumers, TH's PR activities are always associated with social benefits, community development, encouraging the development of children to build a brand that engages with the public - TH is the pioneer of the "Sữa học đường" program in schools across the country; organize the program " Chung tay tầm vóc Việt"; they are also a sponsor of the programs " Con lớn khôn", " Lục lạc vàng", etc - TH's activities make consumers feel the brand's interest in consumers' lives, dispelling the boundaries of "luxury" in consumer psychology High-end does not mean leaving, separating from the community - that affirmation has helped TH get closer to the lives of consumers d) Sale promotion: - Although sales promotion leaves many negative sides, causing waste to the budgets of firms, the fierce competition causes brands to get caught up in the vortex of stimulating demand for customers Engaged in this race, TH also constantly creates activities such as trial, price promotions, combos, gifts, etc - The promotion of buy get free has been maintained by TH and strongly communicated on TVCs recently: “From now until the end of December 31, 2019, when you buy 08 boxes of 100g Yogurt (or TOPKID 60g Yogurt) or TH true YOGURT 100ml Yogurt Drink, customers will receive 01 bottle of Milk right away Yogurt Drinking Living 100 ml Please come to TH true mart store or the nearest dealer for discount” When launching a new product of TOPKID formula milk exclusively for children, TH also implemented a Page 34 16 ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE free trial program for customers in big cities: Hanoi, Da Nang, Ho Chi Minh and Can Tho - Associated with the "clean" positioning of its Marketing mix model, TH also does not forget to bring the program of collecting boxes to exchange for ecofriendly canvas bags when buying TH True milk Organic products to encourage customers " live green", "live clean" V RECOMMENDATION:  The spectacular birth and development of TH during the past 10 years is a clear demonstration of the effectiveness of the unity and harmony from the production process to pricing, distribution and trade promotion Starting with the status of a short and light-weight latecomer, TH is now firmly established in the market, causing Vinamilk or Frieslandcampina to both have to struggle constantly to maintain their position But asides from these achievements, TH is still facing many pronlems:  The details surrounding TH's Marketing mix model cannot be clearly understood  It is suggested for TH True Milk to contemplate certain economicschanges and conditions to determine on appropriate promoting technique for the new products Researchand rational actions are particularly required once the corporate desires to draw in a lot of customersand, gain a lot of market share in current dairy business of Vietnam Page 35 16 ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE  Moreover, as Vietnam’s dairy market is obtaining more and more competitive, particularly with the future entrance of foreign brands, TH True Milk are going to be subjected to even more severe competition within the close to future  TH true milk should set out a long-term price strategy, planning a longterm price strategy on price will help TH position its products in the market and have an appropriate marketing strategy Pricing decisions must be coordinated with product design, distribution, and shareholder decisions to form a consistent and effective marketing plan  TH True Milk should accelerate its coverage with the True Mart chain of stores while continuing to push products to large retail chains such as Co.opmart, BigC, Maximart  Place and promotion: In terms of distribution, it is necessary to actively establish distribution channels and promote the development of provincial markets Because TH True Milk is a premium milk, TH True Milk is quite popular in big cities like Hanoi, Ho Chi Minh City, Nghe An, etc., but has not really created a foothold in other provinces’ markets The main reason is that the average income of people in these areas is still not high and they are familiar with Vinamilk or Dutch Lady milk, etc But with the increasing economic indicators, income increases and the number of civil servants and entrepreneurs in the provinces also increased significantly, this is a potential market The effective use of existing distribution channels and the expansion of distribution agents will help TH True Milk increase its market share, as well as create a foundation in the trend when more milk brands will enter the Vietnamese market Accessing local distribution channels and changing people’s milk-drinking habits is not easy at all For agents, they can initially offer attractive commissions, discounts or bonus policies Besides, it must be combined with a promotion strategy to stimulate the market’s demand for TH True Milk Page 36 16 ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE Page 37 16 ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE VI REFERENCE Marketing Plan TH True Milk: https://www.studymode.com/essays/Marketing-Plan-Th-True-Milk76683526.html Milking Israeli hi-tech dairy farming techniques: https://vir.com.vn/milking- israeli-hi-tech-dairy-farming-techniques-23832.html TH True Milk launched the second project of dairy processing in Russia: https://www.thmilk.vn/en/th-true-milk-launched-the-second-project-of-dairyprocessing-in-russia/ The TH milk company (Vietnam) Is such a large-scale investment sustainable?: https://agritrop.cirad.fr/579403/1/Report%20visit%20to%20TH %20mega-farm%20VF2.pdf Tập đồn TH True Milk: Hành trình 10 năm vẽ lại đồ sữa Việt Nam: Giới thiệu tập đoàn TH True Milk (doanhnhanvn.vn) TH True Milk website: http://www.thmilk.vn/ Lãi ròng TH true MILK tăng 15 lần năm: Lãi ròng TH true MILK tăng 15 lần năm | Thời Báo Tài Chính (thoibaotaichinhvietnam.vn) https://thtruemilk.weebly.com/the-analysis.html Marketing Plan TH True Milk essay: https://gerardcambon.net/marketing- plan-th-true-milk-essay/ 10 Du an TH True milk: https://www.academia.edu/9281365/Du_an_TH_True_milk 11 Tài liệu marketing: https://docs.google.com/document/preview? hgd=1&id=1F9CBopmLYwU4AAzobp3t-n0X2sGbQ5VnbR686bpqmVM# 12 Hiểu 12 nghiệp vụ phải biết Marketing thông qua Case Study: Sữa chua trà xanh TH True Milk: Page 38 16 ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE https://www.slideshare.net/KhitNguyn2/hiu-v-12-nghip-v-c-bn-phi-bit-trongmarketing-thng-qua-case-study-sa-chua-tr-xanh-th-true-milk 13 Chiến lược marketing th true milk https://www.academia.edu/24018641/Chi%E1%BA%BFn_l%C6%B0%E1%BB %A3c_marketing_c%E1%BB%A7a_th_true_milk? fbclid=IwAR00CD3vgAfktPiF6WCEQm1SUup4OdK5v_KsC8-K9SCiP-FnmZK_CFxAvsE Page 39 16 ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE ESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSEESSAY.MARKETING.PRINCIPLE.ANALYZE.TH.TRUE.MILK.MARKETING.STRATEGY.IN.VIETNAM.MARKET.AND.PROPOSE