The 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.
- 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
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market, focusing on key principles of marketing It highlights the company's innovative approach and commitment to quality, which have positioned it as a leader in the dairy industry The analysis also examines consumer behavior, market trends, and competitive dynamics that influence TH True Milk's success Finally, it proposes recommendations for enhancing their marketing strategy to further strengthen their market presence and address emerging challenges.
- 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
- The micro marketing environment are the factors that affect directly the company and its ability to meet customer needs
- These factors are divided into 2 groups: external and internal a) Internal factors
Normally companies are organized with a functional paradigm:
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market, focusing on its principles and effectiveness It explores how the brand has positioned itself in a competitive landscape, emphasizing quality and sustainability The analysis highlights key marketing tactics, including product differentiation and consumer engagement, while proposing recommendations for enhancing brand visibility and market share By understanding the dynamics of the Vietnamese dairy industry, TH True Milk can strengthen its strategy to meet evolving consumer demands and preferences.
Departments have different goals to pursue, that’s why each department's goal is never the same as the others
To achieve a high level of consensus, the marketing department must make decisions aligned with the company's core values, goals, and strategies Additionally, external factors play a crucial role in shaping these marketing decisions.
The STP strategy
- 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)
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market It examines key marketing principles that have contributed to the brand's success, including product differentiation, consumer engagement, and effective distribution channels The analysis highlights the importance of understanding local consumer preferences and adapting marketing tactics accordingly Additionally, it proposes recommendations for enhancing TH True Milk's market presence, such as leveraging digital marketing and expanding product offerings to meet evolving consumer demands.
- The process of selecting the segment to serve
- The firm’s goals and strengths must fit with the needs of the segment
Create clear, distinctive, and desirable place relative to competing products in mind of target customer
Marketing mix (4P)
Promotion
Effective customer communication encompasses all activities related to informing customers about product benefits and features This involves utilizing various channels to enhance brand awareness, boost sales, and cultivate lasting brand loyalty.
Recommendation
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market, highlighting key principles of effective marketing It explores the brand's approach to positioning, target audience engagement, and competitive advantage within the dairy industry The analysis also proposes recommendations for enhancing TH True Milk's marketing efforts, focusing on innovation and consumer trends to strengthen its market presence in Vietnam.
STATUS OF THE MARKETING STRATEGY OF TH TRUE MILK
INTRODUCTION
Since their launch on December 26, 2012, TH True Milk has quickly gained recognition for their high-quality dairy products, leveraging advanced foreign technology This innovative approach has positioned them as a formidable competitor in the Vietnamese dairy market, challenging established brands and earning significant praise for their commitment to quality.
TH True Milk Company, officially known as TH Milk Food Joint Stock Company and part of TH Group, was established with financial guidance from Bac A Commercial Joint Stock Bank Since its entry into the Vietnamese market in 2010, the company has consistently focused on producing high-quality, authentic fresh milk products.
- For only 12 years, TH True Milk has achieved many proud achievements In
In 2013, the company launched a state-of-the-art fresh milk factory with an impressive capacity of 500,000 tons per year The dairy cows are raised under advanced technological standards, featuring a selection of over 45,000 premium cows sourced from New Zealand, Australia, and Canada.
- During following years, TH won the love and trust from consumers and local
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market, focusing on key principles of effective marketing It explores how TH True Milk has positioned itself to cater to consumer needs and preferences, leveraging quality and innovation to differentiate its products The discussion includes an evaluation of market trends, competitive landscape, and consumer behavior, ultimately proposing strategies for enhancing brand visibility and customer engagement in Vietnam's dynamic dairy industry.
“Viet Nam’s High-Quality Product” prize for three consecutive years of
“Reliable Supplier in Viet Nam 2011”
“Agriculture Enterprise applying High-tech”
“Trusted Brand” by National Quality Assurance Agency
Mision and vision statement: a) Mission:
TH Group is dedicated to nourishing the body and soul of the Vietnamese people by offering food products that are clean, safe, fresh, delicious, and nutritious, all inspired by a deep connection to nature.
- The TH Group aims to become Vietnam’s leading manufacturer of farm product Nowadays TH cluster is that the second-ranked farm manufacturer,
TH True Milk's marketing strategy in the Vietnamese market emphasizes its commitment to using 100% fresh, clean, and pure milk sourced directly from its TH industrial farm, avoiding powdered milk in its production process This focus on natural ingredients not only enhances product quality but also reinforces the brand's identity, allowing all offerings to be marketed under the unified brand name "TH True Milk."
TH is committed to delivering fresh, clean, and nutritious dairy products to Vietnamese consumers, prioritizing milk quality as a key element in its production and growth By utilizing cutting-edge, end-to-end technologies throughout a closed production process, TH ensures that its products maintain exceptional freshness, preserve the essence of nature, and comply with international material standards.
The company has launched over 70 fresh milk-based products, consistently prioritizing clean and wholesome food and beverages Their commitment to delivering quality fresh milk products reflects their dedication to promoting a healthier lifestyle.
- According to retail measurement data of the whole market in November
In 2018, TH True Milk experienced significant growth, with a nearly 22% increase in volume and a 30% rise in revenue Currently, the brand holds a commanding 40% market share in the fresh milk segment within urban retail channels.
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market It highlights key principles of marketing that the brand employs to establish a strong presence and connect with consumers By examining TH True Milk's approach, the article proposes recommendations for enhancing its marketing effectiveness in a competitive landscape The focus is on understanding consumer behavior, leveraging digital marketing, and building brand loyalty to drive growth in Vietnam's dairy industry.
Since its inception in 2017, TH True Milk Company has experienced remarkable growth, with net profits rising from 319 billion VND in 2017 to 450 billion VND in 2018 Over a span of five years, from 2014 to 2018, the company's net profit surged an impressive 15 times, highlighting its significant expansion in the dairy industry.
In 2018, TH Company surpassed a revenue milestone of over 7,000 billion VND, achieving this goal ahead of schedule due to the remarkable growth of its fresh milk products Over the past decade, domestic milk production has significantly increased, leading to a reduction in the reliance on imported powdered milk, which decreased from 92% in 2008 to over 60% today.
On January 31, 2018, TH True Milk Company launched its first high-yield dairy farm in Moscow, Russia, marking a significant step in its investment of up to 2.7 billion USD in the Russian dairy sector This initiative is part of a comprehensive strategy that includes advanced dairy farming, high-tech milk processing, and various food projects.
Ms Thai Huong, a prominent figure recognized among the Top 50 most powerful businesswomen in Asia, serves as the founder and Chairman of the Board of Directors of TH Dairy Foods Joint Stock Company Under her visionary leadership, TH Milk Food Joint Stock Company has achieved remarkable success, solidifying its position in the industry As the driving force behind the company's growth, Ms Huong's strategic direction has been instrumental in shaping the organization's trajectory.
- However, she decided to step back behind the scenes to work as a consultant for the enterprise's business activities after more than 10 years of working.
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market It explores the principles of marketing that underpin the brand's success, focusing on key elements such as product differentiation, consumer engagement, and distribution channels The analysis highlights the effectiveness of TH True Milk's approach in meeting the demands of Vietnamese consumers and proposes recommendations for enhancing their marketing efforts By leveraging innovative strategies and understanding market dynamics, TH True Milk can strengthen its position in the competitive dairy industry in Vietnam.
- Milk products: UHT fresh milk, pasteurized milk, formula fresh milk Th Topkid, TH True yogurt, TH True nut
- TH True Butter, TH True Cheese
- Beverage: TH True Rice, TH True juice, TH True juice milk
- Food: Japonica FVF rice, NASU sugar
MARKETING ENVIRORNMENT
- Distributor: TH Dairy Joint Stock Company and TH Transport Joint Stock Company
TH's products are readily available at major retail chains like Co.opmart, Big C, and Maximart, as well as through dedicated outlets known as TH True Mart This retail system emphasizes product quality and unique style, offering customers a personalized shopping experience Additionally, TH True Mart provides a convenient hand-delivery service to enhance consumer satisfaction.
- TH's customers are families with young children with moderate or higher income In addition, it is also aimed at young people who like natural products, aged from 15 to 25.
- TH is under a lot of pressure from customers:
Price pressure: customers always want to buy cheap but good quality products
Quality pressure: customers want quality products, especially pasteurized products such as milk c) Collaborator :
Collaboration with HAGL: Why HAGL brand?
- Becoming a leader in agriculture filed as farm sugar cane, rubber.
This article analyzes the marketing strategy of TH True Milk within the Vietnamese market, highlighting key principles of effective marketing It examines the brand's unique positioning, consumer engagement tactics, and innovative product offerings that resonate with local preferences Furthermore, the essay proposes strategic recommendations to enhance TH True Milk's market presence, aiming to strengthen its competitive edge and drive sustainable growth in the dairy industry in Vietnam.
- Owner more than 100.000 hectare agriculture land in Vietnam, Lao, Cambodia
- HAGL interested in cow farm and intend to use 30.000-hectare land for it.
- HAGL already have project for cow farm & factory in Laos.
- Agriculture structure of HAGL in Laos already set up in few years ago Now, this system run smoothly and upgrade with stable work.
- HAGL is well-known brand in Vietnam
The chairman of this group possesses a highly aggressive business strategy, demonstrating unwavering determination to maintain a focus on long-term vision This approach is crucial for success in the milk market, particularly for TH True Milk.
- TH true milk target increase factory power and revenue It need a healthy financial in long way The cash flower return lower than other major.
- In milk market, HAGL have not entered this market And they also have not plan to sale milk, their goal is 50% sales beef meat and 50% milk sources.
TH True Milk is embarking on an exciting joint venture with HAGL to establish a new cow farm, marking a significant step in expanding its production capacity This collaboration is expected to enhance TH True Milk's competitiveness in the fresh milk market within the next two years.
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market, highlighting its innovative approaches and effective branding techniques It examines how TH True Milk has established a strong presence through quality assurance, sustainability practices, and targeted advertising campaigns The analysis also proposes enhancements to their marketing strategy, focusing on digital marketing and consumer engagement to further strengthen their market position Overall, the study emphasizes the importance of adapting marketing principles to meet the evolving demands of the Vietnamese dairy industry.
- TH True Milk will borrow bank 100M$ for first part and use 50M$ from capital It protects safely financial status.
- After 2st Part, totally TH True Milk become 1st number of cows more than 200.000
- This result will match company target in 2017 with gaining 50% number of cows in VN
- Cost saving compare with set up factory without collaboration It also reduce risk in operation, financial half
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market It explores the principles of marketing that underpin the brand's success and identifies key tactics employed to engage consumers effectively By examining TH True Milk's approach, the article aims to propose actionable insights for enhancing marketing efforts in the dairy sector in Vietnam.
Renowned packaging technologies from Sweden and Switzerland are recognized as indicators of clean, sterilized milk Their esteemed reputation aligns well with the Vietnamese preference for milk carton bottles, making them ideal for everyday use in the country.
Afimilk (Israel’s leading milk technology producing group):
- In July 2013, the company placed its $100 million 200,000-tonne-per-year
TH True Milk employs cutting-edge technology from industry leaders like Siemens, Danfoss, and Grundfos, positioning its facility as the most advanced dairy operation in Southeast Asia This facility is part of a significant $1.2 billion investment in a high-tech dairy cow and fresh milk processing project Additionally, TH True Milk operates a 200-tonne per day milk processing plant in Hung Yen province, which has been in operation since 2010, further solidifying its presence in the Vietnamese market.
- Domestic dairy companies: Nutifood, Vinasoy, etc.
Strength: Understand the consumer culture, quite modern production technology, high product quality, reasonable price
Weakness: Haven't created a strong brand, products are not diversified, lack of management experience, limited vision, not enough raw material resources
- Foreign dairy companies: Nestle, Abbott, etc.
Strength: strong brand, strong product quality, large capital, diversified products, large distribution channels, modern production technology, skilled workers
Weakness: still not understand well the new market, have not overcome the cultural and political barriers, the price is quite high and have to be imported
Vinamilk: Vinamilk is the top of companies ranking in Vietnam about manufacturing not merely milk but also many products from milk.
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market It examines key principles of marketing that contribute to the brand's success and proposes recommendations for further improvement By focusing on consumer needs and leveraging innovative marketing techniques, TH True Milk has established a strong presence in a competitive landscape The analysis highlights the importance of brand positioning, effective communication, and sustainability in enhancing customer loyalty and market share.
System of distribution and selling covers many areas.
A familiar brand and trusted by Vietnamese consumers for more than
Diversified product portfolio, largest market share in Vietnam Việt
Wide distribution network with many distribution channels according to different models
Meet difficulty in focusing the kind of natural milk
Haven't mastered the source material yet
The market share of powdered milk is not high and cannot compete with competitors in the same industry
Dutch Lady: So far Dutch Lady Vietnam has a large market in whole
In Vietnam, Dutch Lady caters to various market segments based on age, offering products for small children, teenagers, and adults, including sterilized and condensed milk Their slogan for natural milk, "Ready for life!", emphasizes its quality, while the tagline "cùng bé yêu khôn lớn" highlights their commitment to supporting children's growth, setting them apart from competitors.
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market It examines the principles of marketing that underpin the brand's success and proposes recommendations for enhancing its market presence By focusing on consumer needs and leveraging innovative marketing techniques, TH True Milk has positioned itself as a leader in the dairy industry The analysis highlights the importance of understanding market trends and consumer behavior to sustain growth and competitiveness in Vietnam's dynamic market.
Distributing system covers many areas.
Locating a power position of brand name.
Strong brand, understand people's consumer culture
Good customer care system, reasonable prices, diverse products
Not having the ability to self-control the source of raw materials
The quality of raw materials cannot be managed, unstable
Creating barriers for dairy farmers
Not having a large market share in the powdered milk segment e) Company:
TH True Milk, founded in 2008, embodies the concept of "True Happy," which is translated as “Hạnh phúc đích thực” in Vietnamese While many associate the name with the brand's mission of promoting genuine happiness, others believe it also honors Thái Hương, the company's founder.
Launched in 2009, the TH True Milk project utilized advanced Israeli dairy technology and imported thousands of cows from New Zealand, leading to rapid growth in the dairy business.
- Today, the enterprise has become a leader in the production of "clean" fresh milk, with a herd of up to 45,000 cows imported and cared for under a special regime.
- In December 2010, TH True Milk was officially introduced to the market By
2013, this company has achieved accumulated revenue of approximately6,000 billion VND The revenue of 2013 alone reached 3,000 billion VND.
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market, highlighting key principles of effective marketing It examines the brand's approach to positioning, target audience engagement, and promotional tactics Additionally, the article proposes recommendations for enhancing TH True Milk's market presence, focusing on innovative strategies to increase consumer loyalty and expand market share By understanding the competitive landscape and consumer preferences, TH True Milk can strengthen its brand and achieve sustainable growth in Vietnam.
Project of dairy processing in Russia This is the second project of a combination of dairy farming and concentrated industrial dairy processing in
TH True Milk’s 10-year long-term investment strategy in Russia with a total capital of 2.7 billion USD.
Vietnam’s first export of dairy products to the Chinese market.
This is the result of the drastic and effective implementation of veterinary and public health requirements for Vietnam’s dairy products exported to China of the Protocol signed on April 26, 2019
TH, a relatively new player in the Vietnamese dairy market compared to established brands like Vinamilk and Dutch Lady, has rapidly captured a significant market share Its diverse and effective marketing strategies have successfully connected the brand with consumers in remote and underprivileged areas, enhancing accessibility and brand recognition.
STP MARKETING
- Urban: Advertising programs, sale, delivering of TH true milk takes place almost in cities: Ha Noi, Vinh, Ho Chi Minh city, etc.
- Rural: TH true milk product aren't used a great deal and if truth be told, it's
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market, focusing on key principles of marketing With over 70% of the population being potential consumers, understanding demographics is crucial for future growth By identifying target segments and leveraging buying power, TH True Milk can enhance its market presence and develop effective strategies to meet consumer needs The analysis will propose actionable recommendations to strengthen TH True Milk's position in a competitive landscape.
18-40: consumers and people who decide which brand of milk to chose from
- Occupation: housewife, student, bartender, baker, beauty blogger, etc
- Education level: Kindergarten, Primary School, Secondary School, High school or University/College, Postgraduate
- Income: Financial autonomy (low, medium and good income), some groups of customers depend on their families (eg: children, students, etc).
- Family size: family of 3-4, single, etc b) Psychographic:
- Lifestyle: Health considerate, openness to trying new brands and products
- Personality: active, care for their family and their own health, love natural products, price sentitive, etc
Young children: Need a product that provides nutrition for studying, socializing, still depends on their parents but they can have influence on what product the family should buy
Teenagers and college students require energy-boosting products to support their active lifestyles With newfound financial independence, this demographic is empowered to make their own purchasing decisions.
This essay analyzes the marketing strategy of TH True Milk in the Vietnamese market It examines the principles of marketing that underpin the brand's approach, highlighting key tactics and initiatives that have contributed to its success The analysis includes a review of market trends, consumer behavior, and competitive positioning Additionally, the essay proposes recommendations for enhancing TH True Milk's marketing strategy to further strengthen its market presence and drive growth in Vietnam.
Adults: Need a product that can provide calcium for their body This group is less price sensitive and rather focus more on the quality (less price sentitive)
Families: Need a high-quality product to provide nutrition for their children (Less price sensitive)
Cafe shops and Restaurants: Usually need a large amount of high- quality product. c) Behavioral:
- Occasion: buy to consume, new release event, sale event, etc.
- Usage rate: daily/heavy users, regular user, medium or light users
- Loyalty status: regular users, potential users, first time users
- TH True milk market mainly focuses on those who have demand for
"Clean" milk, natural milk, high quality, reasonable price, and customer age group: 3-35 years old to satisfy the needs: good for health, beauty, weight loss, height gain, etc.
- Human beings need loads of nutrition and consume a giant quantity of milk for his or her physical development at this stage (5 – 14 years old) over
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market, highlighting the increasing demand for nutritious products among parents concerned about their children's physical development It proposes effective marketing principles that can enhance brand visibility and consumer engagement in this competitive landscape By focusing on quality and health benefits, TH True Milk can better position itself to meet the needs of health-conscious families in Vietnam.
In a competitive market, TH TRUE Milk has effectively established its brand identity by emphasizing the concept of "CLEAN." Their impactful slogans, "Thật sự thiên nhiên" and "Tinh túy trong từng giọt sữa," resonate with customers, reinforcing the brand's commitment to natural quality in every drop of milk.
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market, highlighting key principles of effective marketing It examines how TH True Milk has positioned itself as a leader in the dairy industry through innovative branding and targeted campaigns The analysis also proposes recommendations for enhancing their marketing approach to further capture market share and meet consumer needs in Vietnam.
TH's matcha green tea yogurt stands out in the market by utilizing "Clean fresh milk" sourced directly from TH's dairy farm, rather than relying on powdered milk like many competitors Enriched with the anti-aging compound EGCG from natural Japanese green tea, this yogurt not only offers a delicious taste but also promotes skin beauty.
TH true milk has maintained its position of NATURAL, CLEAN
The diagram illustrates that TH TRUE milk is priced higher than VINAMILK, positioning its price alongside the market leader Additionally, TH TRUE milk offers superior quality compared to Vinamilk.
TH TRUE Milk is a high-quality product that is not inferior to other competitors
Conclusion: TH True Milk has successfully positioned its brand in the market.
MARKETING MIX (4P)
The "real" story hits the consumer's mind
TH True Milk has established itself as a leading brand in the Vietnamese market by prioritizing transparency in its production processes and emphasizing the quality of its raw materials From its launch, the company has effectively communicated its commitment to cleanliness and safety, appealing to increasingly health-conscious consumers Through engaging articles and videos showcasing the care of its cows and the meticulous production journey, TH True Milk has successfully built a trustworthy image, reinforcing its position in the competitive dairy industry.
TH True Milk is a fresh milk product designed to meet the rising demand for clean and nutritious milk in today's industrial society, where increased income and awareness of milk's benefits drive consumption As environmental challenges and pollution grow, the need for high-quality, clean milk becomes crucial TH True Milk offers a convenient, ready-to-drink option that serves as a refreshing and nutritious beverage, enriched with essential vitamins A and D, while embodying five core values that highlight its commitment to quality and health.
Environmentally friendly, out-of-the-box thinking
Harmony of interests b) Basic product:
- The product to be marketed is pasteurized fresh milk mixed with no
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market, focusing on key principles of marketing It examines the brand's approach to positioning, target audience engagement, and competitive differentiation Additionally, the article proposes recommendations for enhancing TH True Milk's market presence and effectiveness in reaching consumers By leveraging innovative marketing techniques and understanding consumer behavior, TH True Milk can strengthen its brand loyalty and expand its market share in Vietnam.
MILK pasteurized fresh milk products with 5 typical flavors: fresh milk with sugar, low sugar, pure, strawberry and chocolate. c) Expected product:
- On the first day of launch, TH's main focus product was fresh milk, but TH quickly expanded its product portfolio to meet the needs of customers.
TH has expanded its product offerings to nine distinct lines, including purified water (TH True Water), nut milk (TH True Nut), healthy beverages (TH True Malt and TH True Herbal), ice cream (TH True Ice Cream), butter (TH True Butter), pasteurized fresh milk (TH True Milk and TH True Organic Milk), fresh baby formula (TOPKID), and natural yogurt (TH True Yogurt).
TH primarily targets housewives, designing its products to meet their specific needs The product range includes items for children, kitchen essentials, household utilities, and beauty care solutions, ensuring a comprehensive approach to enhancing the daily lives of this audience.
- Dairy products are produced with the most modern and hygienic production technology.
- TH true Milk's products are completely natural, giving users a really fresh and pure milk Ensure factors such as taste, sweetness and purity a) Augmented products:
The current consumer trend emphasizes the importance of product design and packaging, prompting many companies to invest heavily in this area Tetra Pak, a Swedish packaging technology, aligns well with Vietnamese consumers' preference for milk cartons, offering a modern and elegant solution that enhances the overall appeal of the product.
This article analyzes the marketing strategy of TH True Milk within the Vietnamese market, highlighting its unique blend of luxury and local authenticity By examining key marketing principles, the study proposes effective strategies that emphasize TH True Milk's premium quality while resonating with Vietnamese cultural values The brand's approach combines elements of imported sophistication with a strong national identity, positioning it effectively in a competitive landscape.
Appearance: On the package, all information is shown.
Icons and images are presented simply, clearly and prominently.
- On the milk box clearly shows the name TH true Milk with blue font on a white background, above the milk box is the blue sky.
- TH's symbol is a golden star known with the friendly name "star of mother earth", associated with what is "truly natural" in its communication activities.
TH, representing "True Happiness" (Hạnh phúc đích thực), is dedicated to providing consumers with fresh and natural products TH True Milk, a brand synonymous with quality, is memorable and leaves a lasting impression on customers The company continually explores potential products to enhance its offerings.
This product is primarily made from milk, and there are no alternative ingredients that can serve as substitutes As a result, it lacks potential future benefits, limiting its prospects to continued sales within the Vietnamese market.
- The price of TH true MILK milk at the TH true mart chain of stores is a consumer-oriented price and a fixed selling price from the company The
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market, focusing on its principles and effectiveness It highlights the brand's commitment to quality and innovation in dairy production, which has positioned it as a leader in the industry Additionally, the article proposes recommendations for enhancing TH True Milk's marketing approach, emphasizing the importance of consumer engagement and sustainability The pricing strategy is also discussed, with a specific mention of the retail price of 26,500 VND for a batch of four 180 ml boxes, reflecting the brand's competitive positioning in the market.
180 ml) Due to the characteristics of each sales channel, and at supermarkets, there will be programs to apply preferential prices according to short-term promotions. b) Pricing strategy:
In the competitive Vietnamese dairy market, TH adopts a unique pricing strategy to establish a strong presence By emphasizing its brand's commitment to "clean" and "real" quality, TH sets premium prices to foster consumer trust, encapsulating the belief that "you get what you pay for." While prices vary across different distribution channels, TH consistently maintains a higher price point compared to its competitors, reinforcing its premium positioning.
- Specifically, when compared to Vinamilk: on average, 1 batch of TH True milk 4 boxes of 180ml costs 31,000 VND while the competitor's price is 28,000 VND / lot of 4 similar 180ml boxes.
- The clear difference in price helps TH build its trust with its target customers
TH true Milk targets urban women aged 15 to 35 who lead active, modern lifestyles and prioritize health and well-being By focusing on consumers in big cities, TH true Milk aims to shift perceptions, emphasizing that drinking milk is not a luxury but an essential part of maintaining personal health and happiness.
TH Farm benefits from self-control over its natural raw materials, allowing it to remain less influenced by fluctuating market prices Consequently, the pricing of its products is aligned with the overall upward trend in the market.
- Milk is a popular beverage, so the distribution of milk must also ensure that
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market, highlighting its effectiveness in reaching diverse customer segments By employing innovative marketing principles, TH True Milk has successfully established a strong presence across various channels, ensuring brand visibility and customer engagement The analysis also proposes recommendations for enhancing TH True Milk's marketing strategy to further penetrate the competitive landscape of Vietnam's dairy industry.
- TH True Milk has used a number of distribution strategies that are conspicuous in FMCG products, using both traditional and modern distribution channels with 3 main forms:
- TH is now present at all major supermarkets and retail systems such as BigC, T-mart, Vinmart, CoopMart,
TH True Milk strategically targets rural customers through wholesale and retail agents nationwide Their products are accessible in convenience stores, traditional retail outlets, and local markets, ensuring a wide reach in these areas.
- TH is also competing fiercely with Vinamilk when distributing to restaurants, hotels, trade unions, hotels especially the "Sữa học đường" program.
RECOMMENDATION
Over the past decade, TH has showcased remarkable growth, exemplifying the power of unity and harmony across its production, pricing, distribution, and trade promotion strategies Initially a lightweight newcomer, TH has now secured a strong market presence, compelling established competitors like Vinamilk and Frieslandcampina to continuously adapt to maintain their positions However, despite these successes, TH continues to confront several challenges that need to be addressed.
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
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market, focusing on key principles of effective marketing It explores the brand's unique positioning, product quality, and consumer engagement tactics Additionally, the essay proposes recommendations for enhancing TH True Milk's market presence and competitiveness in Vietnam By examining these strategies, the article aims to provide insights into successful marketing practices within the dairy industry.
As Vietnam's dairy market becomes increasingly competitive, particularly with the anticipated entry of foreign brands, TH True Milk will face heightened competition in the near future.
TH True Milk should establish a long-term pricing strategy to effectively position its products in the market This strategic approach will aid in developing a suitable marketing plan, ensuring that pricing decisions align with product design, distribution, and shareholder considerations for a cohesive and impactful marketing strategy.
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
To effectively distribute TH True Milk, it is essential to establish robust distribution channels and enhance market promotion, particularly in provincial areas Given that TH True Milk is a premium product, it enjoys significant popularity in major cities such as Hanoi, Ho Chi Minh City, and Nghe An.
TH True Milk has yet to establish a strong presence in various provincial markets, primarily due to lower average incomes and the strong brand loyalty towards established competitors like Vinamilk and Dutch Lady However, with rising economic indicators and an increase in the number of civil servants and entrepreneurs, these regions present significant market potential By effectively utilizing existing distribution channels and expanding its network of distribution agents, TH True Milk can enhance its market share and prepare for the influx of new milk brands entering Vietnam Overcoming the challenge of accessing local distribution and shifting consumer milk-drinking habits will be crucial for success.
This essay analyzes the marketing strategy of TH True Milk in the Vietnamese market It examines the principles of marketing that underpin their approach and evaluates the effectiveness of their strategies in reaching consumers The analysis highlights key elements such as branding, product differentiation, and customer engagement Additionally, the essay proposes recommendations for enhancing TH True Milk's marketing efforts, ensuring they remain competitive in the evolving market landscape.
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market It explores key marketing principles that have contributed to the brand's success and offers proposals for enhancing its market presence By examining consumer behavior and competitive dynamics, the analysis highlights effective tactics used by TH True Milk to build brand loyalty and capture market share The findings aim to provide insights into optimizing marketing strategies for sustained growth in the dairy industry in Vietnam.
REFERENCE
1 Marketing Plan TH True Milk: https://www.studymode.com/essays/Marketing-Plan-Th-True-Milk- 76683526.html
2 Milking Israeli hi-tech dairy farming techniques: https://vir.com.vn/milking- israeli-hi-tech-dairy-farming-techniques-23832.html
3 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-dairy- processing-in-russia/
4 The TH milk company (Vietnam) Is such a large-scale investment sustainable?: https://agritrop.cirad.fr/579403/1/Report%20visit%20to%20TH
5 Tập đoàn TH True Milk: Hành trình hơn 10 năm vẽ lại bản đồ sữa Việt Nam: Giới thiệu về tập đoàn TH True Milk (doanhnhanvn.vn)
6 TH True Milk website: http://www.thmilk.vn/
7 Lãi ròng của TH true MILK tăng 15 lần chỉ trong 5 năm: Lãi ròng của TH true MILK tăng 15 lần chỉ trong 5 năm | Thời Báo Tài Chính
8 https://thtruemilk.weebly.com/the-analysis.html
9 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&id9CBopmLYwU4AAzobp3t-n0X2sGbQ5VnbR686bpqmVM#
I don't know!
13 Chiến lược marketing của 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
This article analyzes the marketing strategy of TH True Milk in the Vietnamese market, focusing on its unique approach to branding and consumer engagement It highlights the company's emphasis on quality and sustainability, which resonates with health-conscious consumers Additionally, the article proposes recommendations for enhancing TH True Milk's market presence through digital marketing and targeted promotions By leveraging innovative marketing principles, TH True Milk can strengthen its competitive edge in the rapidly evolving dairy industry in Vietnam.