ESSAY PRINCIPLES OF MARKETING ANALYSIS OF BRAND MARKETING STRATEGY VINAMILK AND RECOMMENTDATION

UNIVERSITY OF FINANCE - MARKETING MARKETING FACULTY - - ESSAY PRINCIPLES OF MARKETING ANALYSIS OF BRAND MARKETING STRATEGY VINAMILK AND RECOMMENTDATION Teacher: Nguyễn Thị Minh Ngọc Students: Lê Ngọc Như _ 2021008512 Phạm Lê Khánh Chi _ 2021008415 Nguyễn Thị Diệu Linh _ 2021008465 Nguyễn Ngọc Xuân An _ 2021008399 Class: CLC_20DMA08 Course code: 2021702032613 Ho Chi Minh City - 2021 TABLE OF CONTENTS INTRODUCTION CONTENT I INTRODUCTION 1.Summary 2.History .6 3.Awards and Achievement Message of Vinamilk II.THE MARKETING ENVIRONMENT 1.The macro environment .8 1.1 Demographic environment .8 1.2 Economic environment 1.3 Cultural environment 10 1.4 Political environment 10 1.5 Technological environment develop of technology 11 1.6 Natural environment .12 The micro environment 13 2.1.The company 13 2.2 Suppliers .13 2.3 Marketing intermediaries .13 2.4 Competitors 15 2.5 Customers .15 2.6 Publics 16 III.STP STRATEGY 16 Market segmentation and targeting 16 1.1 Geographic segmentation .16 1.2 Demographic segmentation 17 1.3 Behavioral segmentation .19 Positioning 20 IV MARKETING MIX STRATEGY 21 1.Product .21 1.1 Product mix 21 1.2 Product quality .23 1.3 Branding 23 1.4 Packaging 23 1.5 Product support services .24 1.6 Product life-cycle 24 Price 24 2.1.Pricing method .24 2.2 Price strategy 25 2.3 Price-adjustment strategy .26 Place .27 Promotion .28 4.1 Promotion strategy 28 4.2 Promotion mix .29 V RECOMMENTDATION .30 Product 30 Price 31 Promotion .31 Place .32 REFERENCES 32 MEMBERS LIST .33 ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION INTRODUCTION Reason for choosing this topic Why Vinamilk? Over 40 years of establishment and development, Vinamilk has been leading the dairy industry in Vietnam for many years and predicted to continuously keeping its firm position in the future The question is how does Vinamilk have campaigns and strategies to approach the market and consumers in the wisest way? That is the reason why my group chooses the topic " MARKETING STRATEGY OF VINAMILK ENTERPRISES" as the final thesis of their Marketing Principles course Purpose of the study Analyze the marketing strategy and propose recommendations to promote the growth of Vinamilk in general and Vinamilk's dairy products in particular Subjects and scope 3.1 Subjects of the study Our subjects of the study are the marketing strategy of Vinamilk 3.2 Scope of the study Scope of the study on Vinamilk dairy business in Vietnam market The fact that there are personal points of view and orientation recommendations cannot immediately put into practice 4.Research method In the study process, a group discussion method was implemented to identify the marketing strategy of the company Our group also applies methods from the knowledge that learned from: Management, Marketing principes, etc In addition, the study also get support from reference documents of Vinamilk ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION CONTENT I INTRODUCTION VINAMILK is a leading nutrition group in Vietnam reaching more than 31 countries and generating over USD 1,5 billion/year in revenue The firm has been in operation and development for over 40 years, with continual changes Although being present in the Vietnamese market for a long time, Vinamilk's position in our country's dairy sector has not been defeated Their products range from core dairy products such as liquid and powdered milk, to value- added dairy products such as condensed milk, drinking and spoon yoghurt, ice cream, cheese and healthful beverages Despite being hit by the COVID-19 outbreak in 2020, VINAMILK strongly demonstrates the need for sustainable growth for society, especially businesses In the face of a pandemic, trade war, global supply chain slowdown, and other challenges, Vinamilk has updated its business strategy and continues to provide innovative and high-quality products to consumers In 2020, Vinamilk's consolidated net sales and profit after tax were VND 59,723 billion and VND 11,236 billion, respectively, increasing 6% and 6.5 percent from 2019 1.Summary Vietnam Dairy Products Joint Stock Company was established on the Decision No 155/ 2003 QD- BCN dated October 10, 2003 of the Ministry of Industry on transforming the State-owned enterprise Vietnam Dairy Products Company into Vietnam Dairy Products Joint Stock Company Company business registration certificate No 4103001932 issued by the Department of Planning and Investment of Ho Chi Minh City on November 20, 2003 Before December 1, 2003, the Company was a State-owned enterprise under the Ministry of Industry  Full name: Vietnam Dairy Products Joint Stock Company  Name: VINAMILK ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION  Logo:  Slogan: “ Vuon cao Viet Nam”  Authorized capital: 20,899,554 million dong  Head office: 10 Tan Trao, p Tan Phu District 7, HO CHI MINH  Phone: (848) 54 155 555 / Fax: (848) 54 161 226  Website: https://www.vinamilk.com.vn/  Email: vinamilk@vinamilk.com.vn 2.History  1976, Vietnam Dairy Products Company, originally known as the Southern Coffee and Milk Company, was founded on the premise of three dairy facilities abandoned by the previous regime: Thong Nhat (belonging to a group of dairy companies in Vietnam) Chinese company, Truong Tho (under Friesland), and Dielac (under Nestle)  1978: The Company was transferred to the Ministry of Food Industry and was renamed United Enterprise of Milk Coffee Cookies and Candies I  1992: The United Enterprise of Milk Coffee Cookies and Candies I was formally renamed Vietnam Dairy Company  2003: The Company was formally transformed into a joint stock company in November, and renamed as Vietnam Dairy Products Joint Stock Company (Vinamilk), to reflect its change in legal status (Vinamilk, 2014)  2010, Expanded to New Zealand and more than 20 other countries  2016, With USDA United States- standard Vinamilk Organic Fresh Milk, we are paving the path for the high-end organic food market in Vietnam Angkormilk Dairy Factory in Cambodia is the first dairy factory in a foreign country  2017, The first European-standard 100 percent Organic Fresh Milk produced in Vietnam was launched ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION 2.3 Price-adjustment strategy  Psychological pricing: Vinamilk is using the “The more you spend, the more you get” strategy The company usually upgrades their goods which contain more nutritious than the original one and specialized for some specific target consumers When existing products have a high value to be positioned in the minds of consumers, the new version of them will completely succeed For example: Dielac Grow Plus with Bird’s nest is an upgraded version of Dielac Grow Plus With more nutrients from bird nests, customers would not hesitate to spend a little bit more to get the better product  Maintaining stable price: Vinamilk had participated in the commitment of stabilizing prices for some products (liquid milk, powdered milk for children, elders, and patients) from April 2012 Due to the increase of world’s materials, many dairy firms set their prices 7-15% higher Nevertheless, after one year maintaining stable prices in trials, Vinamilk was forced to increase the sales prices of some product groups  Promotional pricing: With the aim of increasing short-run sales, Vinamilk temporarily set their price lower than before to promote customer’s purchases On e-commerce website, many products are usually discounted from 5% Place During the past few years, the distribution network of Vinamilk has proceeded to be consolidated and emphatically grown in both domestic and worldwide markets 3.1 Supply chains and the value delivery network  Structure diagram in distribution 26 ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION Picture 4: Vinamilk’s structure diagram in distribution Vinamilk has a mass distribution network which is present in 63 provinces of VietNam.The company’s distribution strategy is an intensive distribution strategy, with their multichannel distribution system,they want their products to be distributed all over South-east Asia The distribution system of Vinamilk follows this model with over 250 exclusive distributors and more than 220 000 points of sale nationwide  Direct channel: VNM’s direct channel is divided into smaller channels: online and offline - For online channel, in October 2016, Vinamilk has officially published an online selling website named Giacmosuaviet.vn.This website literally marked the first time a business in the FMCG industry has developed an ecommerce business channel - For offline channel, Vinamilk directly distributes to their business partners who use Vinamilk’s products to make theirs Condensed milk,liquid milk are usually distributed in this way Some partners of Vinamilk can be mentioned are Viva star coffee, Gem center,Callary,etc  Indirect channel: VNM’s indirect channel also includes online and offline channels - For online channel, the company cooperated with companies that manage selling websites to bring Vinamilk’s goods available on Shopee, Lazada, Sendo, - For offline channel, it is divided into two types: modern distribution channel and traditional distribution channel  Traditional distribution channel: The majority of Vinamilk’s total revenue comes from selling through traditional channel In this way, distributors get the products from factories and share out with resellers The biggest advantage of it is the number of members in the system and the cheaper price compared with modern distribution channel 27 ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION  Modern distribution channel: Vinamilk has 7.800 modern channels they are supermarket, hypermarket, minimarts, which directly order from representatives of Vinamilk branch This distribution channel is easier to approach consumers but its obstacle is the weak ability to access rural customers 3.2 Distribution channel management  System management: Using ERP (Enterprise Resource Planning) system which is a tool used to support agencies and allow them to connect to Vinamilk distribution network By that, Vinamilk can collect and manage agencies' business information Implementing Oracle Business Suit which includes applications related to finance, distribution network and product producing management of the system It helps the company to reinforce its transparency  Policy for agents: Vinamilk always gives preferential treatment and applies discount rates for agencies based on the quantity of imported goods and agents’ monthly revenue Promotion 4.1 Promotion strategy Vinamilk uses push - pull strategy In push marketing, VNM’s goal is to bring the brand and products to customers Firstly, they offer discounts to resellers in many ways to encourage sales Secondly, VNM has qualified and trained sale-staffs that are trouble-free to reach and sell products to consumers In pull strategy, VNM promotes brand recognition with customer engagement and visibility and the customers themselves find and purchase the product 4.2 Promotion mix  Advertising: Although Vinamilk has appeared in the market since 1976 and is known by the majority of people, the company does not hesitate to spend nearly billion VND a day for advertising In the first three quarters of 2017,for every billion VND spent on advertising and research every day,Vinamilk earns 128 billion VND in revenue 28 ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION Picture 5: Chart of advertising cost and company's revenue By multichannel marketing, Vinamilk can communicate with a large number of people concurrently Vinamilk’s images are pervasive on mass media such as television, web pages, posters, etc Specially, their advertisements are renewed and developed regularly so they can bring new messages and satisfy the audience Vinamilk decided to develop attractive, family-oriented video content using 3H strategy – “Hero, Hub, Help” – a new approach Hero: directing consumers attention by capturing trendy content Vinamilk prioritizes investment and creates videos that capture music trends with appearances of actors Huynh Lap and Thu Trang, Lam Vy Da,etc Hub: Branding based on basic content to increase consumer interest Vinamilk has developed video series such as video series of children’s songs and the “Clean Farm” series It created funny ads that attract kids and those ads gradually present during the meal and entertainment time of Vietnamese children Help: Educational content, help with related knowledge Vinamilk also develops on making content that present tips for adults For instance,VNM made an instruction video of making avocado ice cream and through that video,the company concurrently popularize Ong Tho condensed milk - one of ingredients to make avocado ice cream  Sale promotions: Vinamilk has also applied many promotions with different forms such as: discounts, incentives for customers who are members of Vinamilk, gift exchange when collecting many gift stamps, giving 15% of the volume but the price remains the same In aditional, Vinamilk offers weekly flash sale for online purchases on their e-commerce website 29 ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION  Personal selling: In order to increase sales and build customer relationships, Vinamilk has chosen staff who have good communication skills and understand customer’s psychology  Public relation: Vinamilk always builds good relations and obtains favorable publicity, building up a good corporate image V RECOMMENTDATION Product - Product diversification: Vinamilk offers over 200 goods in many categories, such as condensed milk, powdered milk, nutritious powder, fresh milk, ice cream, yogurt, cheese, beverage, sugar, and soymilk Therefore, Vinamilk should discontinue unpopular goods, focus on quality products, and improve product quality, such as fresh milk, yogurt, condensed milk, and powdered milk - Preservation: With the exception of expired items, transportation, preservation, weather, temperature, sunlight, and so on are all elements that have a significant influence on the product Therefore, it is important to overcome this disadvantage by sterilized packaging produced from food-safe materials in conjunction with sterilization technologies, carefully managing the transportation process while traveling long distances, etc - Product packaging and display: Currently, Vinamilk has a very large distribution network, making it very easy for consumers to find products, but they themselves wish to reach a higher degree of eye-catching display, packaging variances amongst dairy products - New product: Producing high-end quality products that specialized for some features of people For example, powdered milk for obese kids, high-quality nutritional products for osteoporosis elderly The difference in these products is their prices are not following competitive-based pricing but value-based pricing The aim is to compete with high-end dairy products of foreign brands Proposed to 30 ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION change from plastic straws to rice or paper straws with fast decomposition time, bringing innovation in line with a green lifestyle, protecting the environment Price Vinamilk should focus all of its resources to developing products with longterm competitive advantages in efforts to realise its aim of accepting as low a price as feasible in order to reach a huge market size Boost the number of dairy farms, support cow raising to increase domestic raw materials, and minimize reliance on imported raw materials, from that pricing to be adjusted in line with consumer earnings A price support strategy may be helpful in the short term, but it will have a long-term impact on finance Promotion Promote marketing campaigns even further or come up with fresh creative ideas to sell items and leave a lasting impact on customers With the complex condition of the COVID-19 epidemic, for example, "buying online" has become a popular trend As a result, Vinamilk needs to push the campaign for consumers to buy milk online, emphasizing on health concerns, the danger of disease transmission, and time savings, particularly social distance Implementing preferential policies such as purchasing big quantities of items, purchasing goods with presents, using promotion codes, etc Place - Urban: Residents have convenient, time-saving habits and require a high level of safety, so distribution on credible supermarkets and distribution channels, especially genuine online websites (for With the current situation of the COVID-19 epidemic, this place will consume very high products) - Rural: According to surveys, the majority of individuals in this area prefer to buy through traditional methods As a result, to successfully reach the rural market, a 31 ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION distribution system at wholesale marketplaces or agents in important residential regions is required REFERENCES Vietnam population portal https://danso.org/ Website of Vinamilk https://www.vinamilk.com.vn/vi Analyze the impact of the micro and macro environment on the business activities of the company https://123docz.net/document/2561845-phan-tich-su-tac-dong-cua-moi-truong-vimo-vi-mo-den-hoat-dong-kinh-doanh-cua-cong-ty-co-phan-sua-viet-namvinamilk.htm Some solutions to promote Vinamilk’s liquid milk market Vinamilk truong hoangthuyminh qtkd_2008 (slideshare.net) Analysis of vietnam’s dairy market in recent years https://www.slideshare.net/trongthuy2/luan-van-phan-tich-thi-truong-san-pham-suatai-viet-nam-hay Vinamilk’s competitive strategy http://www.ceo360.vn/hoc-tap-chien-luoc-canh-tranh-cua-vinamilk-de-vuon-tamthe-gioi/ Microsoft Word - Thesis (Final).docx (theseus.fi) Analyze the marketing strategy of Vinamilk dairy company (15) (DOC) b PHÂN TÍCH CHIÊN LƯỢC CHIÊU THỊ CỦA CƠNG TY SỮA VINAMILK | Ngọc Dung - Academia.edu Vietnam economic and financial information channel https://cafef.vn/ 32 ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION ESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATIONESSAY.PRINCIPLES.OF.MARKETING.ANALYSIS.OF.BRAND.MARKETING.STRATEGY.VINAMILK.AND.RECOMMENTDATION