A REPORT ON ANALYZING AND PROPOSING MARKETING STRATEGIES FOR PASTEURIZED FRESH MILK OF MOC CHAU MILK IN VIETNAM

EXECUTIVE SUMMARY

Overview of this marketing plan

We will describe a 1-year marketing plan for Moc Chau Milk pasteurized fresh milk from 1/6/2022 to 1/6/2023 In order, we referred to the current information and data which is in 2021.

This report is divided into 9 CHAPTERS

For these chapters, we will show the following report will analyze the current marketing situation in the macro environment, market strategy, marketing mix, and SWOT of Moc Chau

This report focuses on the Vietnamese milk market, highlighting innovative marketing strategies and objectives for pasteurized fresh milk products It also outlines key action programs and budget recommendations aimed at enhancing product advertising, boosting sales, and increasing revenue and profits by 2022.

The reason we selected moc chau milk for our research

We chose Moc Chau Milk for our research for two primary reasons: first, we believe in promoting local Vietnamese milk over international brands, and second, Moc Chau Milk's quality is upheld through the company's dedicated efforts and support from reputable institutions However, our findings reveal a concerning trend where many Vietnamese consumers prefer imported milk, often due to the perception that local milk lacks proper maintenance and quality assurance.

Although, it’s different from Moc Chau Milk’s case It’s already being pasteurized as a beverage.

A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM

COMPANY’S OVERVIEW

Introduction

Moc Chau Milk (MCM), officially known as Moc Chau Dairy Cattle Breeding Joint Stock Company, stands out as one of the most renowned and long-established dairy brands in Northern and Central Vietnam.

Vietnam, as well as one of subsidiaries which is indirectly owned by Vinamilk through

GTNFoods Joint Stock Company (Moc Chau Milk’s Annual Report, 2019) The Company supplies, processes and manufactures a wide range of dairy products, primarily milk and yogurt.

Moc Chau Milk, originally established as Moc Chau Military Farm on January 8, 1958, is a pioneer in Vietnam's dairy industry, focusing on raising dairy cows, breeding, and producing high-quality dairy products The company operates two advanced pasteurization and sterilization factories equipped with modern Tetra Pak technology, ensuring the production of nutrient-dense dairy items.

Moc Chau Milk leverages Korea's advanced sterile automatic packaging technology and the ideal climate and soil of the Moc Chau plateau to produce high-quality dairy products With over 27,138 dairy cows sourced from more than 600 farming households and three breeding centers, the company ensures premium raw milk quality by requiring all dairy farms to adhere to 73 stringent criteria.

VietGAP 1 process on dairy cattle raising, ranging from food and water management to livestock sanitation Before being purchased at the 21 milk collection places throughout the livestock area, all milk expressed from cows will be preliminarily tested and checked by Moc Chau Milk’s expertise team based on 10 quality criteria The purchased milk will be refrigerated and

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Vinamilk boasts a diverse product portfolio that includes fresh milk and a variety of dairy products, catering to different consumer needs Their offerings range from essential items like UHT and pasteurized fresh milk to value-added products such as drinking yogurt, spoon yogurt, milk cakes, pure butter, cheese, and milk scum Additionally, Vinamilk addresses the specific needs of children and provides options for bartending, baking, and dessert preparation All Moc Chau Milk products undergo a stringent quality management process adhering to ISO and HACCP international standards, ensuring compliance with food safety and hygiene requirements while meeting the growing nutritional demands of consumers.

The Vietnamese dairy market is highly competitive, attracting significant interest and investment from various enterprises Currently, Moc Chau Milk commands over 2% of the national milk market share and 23% of the market share in Northern Vietnam.

Vinamilk and TH True Milk, according to the Company’s Annual Report 2021 Although these numbers are a modest amount in comparison to other domestic and foreign dairy brands in the

Despite global socio-economic challenges and the adverse effects of the Covid-19 pandemic, the Company maintains a strong foothold in the Vietnamese dairy market, operating over 60,000 retail stores The ongoing supply chain crisis has significantly impacted businesses worldwide, including those in Vietnam.

Domestic demand for dairy products remains strong, as milk is a staple essential, with an increasing preference for fresh milk and yogurt during epidemics This sustained demand has allowed some dairy businesses to maintain positive revenue and profit levels Notably, Moc Chau Milk has focused on revenue growth over the past two years, achieving a 3.6% increase in net revenue compared to 2020.

2,926 billion, and profit after tax increased by 13.7% to VND 319.1 billion in 2021 Mrs Mai

Kieu Lien, Chairwoman of the Board of Directors of Moc Chau Milk, emphasized the company's commitment to sustainable agriculture by enhancing its self-contained value chain This includes advancing high-tech dairy cow breeding, investing in a modern milk processing facility, and improving the quality of raw milk to provide healthy products that boost the well-being of Vietnamese families Additionally, Moc Chau Milk is focused on optimizing its distribution and sales system, adapting production plans to ensure a steady supply of goods, and implementing both short-term and long-term development strategies.

2 ISO: International Organization for Standardization.

Moc Chau Milk aims to dominate the Vietnamese dairy market through a passionate commitment to its homeland, backed by substantial investment and a strategic approach The brand aspires to be recognized as the leading dairy provider in Vietnam, earning the trust and affection of consumers nationwide.

“Moc Chau Milk has been offering Vietnamese people with the most scrumptious, fresh, and high-quality products from the Moc Chau - Son La motherland By delivering the message

“Green grassland - Fresh cool milk” 4 , the Company is contributing to boost the quality of life of people, particularly children, both physically and emotionally.”

Connection - “Moc Chau Milk is proud to be a company that has a solid relationship with farmers, creating the highest value for their products.”

Innovation - “Constantly learning and embracing the quintessence of technology in order to retain the full delicious taste and nutritious quality in each product.”

Trust - “Moc Chau Milk thrives on the trust of its entire workforce, consumers' confidence in the product's quality, and its partners' and shareholders' deep faith and seriousness for the

Moc Chau Milk understands that true success lies in enhancing consumer lives while prioritizing environmental and societal responsibility.

Over its 64 years of establishment and development, Moc Chau Milk has faced challenges and continually evolved to thrive in the dairy industry By aligning its vision, purpose, and core values, the company is affirming its position as a leading Vietnamese dairy brand in the domestic market while enhancing its competitiveness on a global scale Additionally, Moc Chau Milk is committed to creating positive impacts for the community, focusing on sustainable development for a better future.

Moc Chau Milk’s CEO: Mr Pham Hai NamAddress: Moc Chau Farm Town, Moc Chau District, Son La Province

Email: mocchaumilk@mcmilk.com.vnWebsite: www.mcmilk.com.vnTel: 0212 3866 065 / Fax: 02123 866184

Business Model Canvas

- Distributors, wholesalers, retailers, stores & supermarkets

- Tradition, creativity, innovation and modernity

- General trade: distributors, wholesalers and retailers

- Modern trade: supermarkets and convenience stores

- Online stores: Shopee, Lazada, Tiki, etc.

- “Cửa hàng sữa tươi Mộc Châu Milk” showroom system

- Customer service staff communicate with customers through

Relationships mobile phones, social media, etc.

- They listen to all its customers' suggestions and complaints patiently

- They support to exchange and return products

- Moc Chau Milk conducts a number of programs/funds to assist underprivileged youngsters all around the country

- Sales of finished and merchandise goods

- Sales that are related to parties/stakeholders

- Raw materials developments (dairy farms, farmers, cows & milk)

- Process, manufacture, distribute and retail dairy products

- Develop new products to innovate and diversify product types

- Build farm systems integrated with advanced technologies and

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- Expand market and increase revenue and profit

- Promote R&D activities, develop organic foods and apply advanced biological technologies

- Foreign partners who support the activities of exporting and importing

- European suppliers for advanced machinery & equipment system

- Utilities costs (electricity, water, heating, etc.)

- Cost of cow vaccination for the dairy farm system

- Cost of support, advertising & promotion

- Cost of product invention & development

CURRENT MARKETING SITUATION

Marketing Environment

Moc Chau Milk, led by the experienced Mrs Mai Kieu Lien as Chairman of the Board, has demonstrated exceptional relationship-building and departmental coordination Since joining Vinamilk's governance in early 2020, the company has achieved notable growth and enhanced operational efficiency With a seasoned board of directors, Moc Chau Milk is well-positioned for continued development and success in the dairy industry.

The supply of fresh milk materials: Moc Chau Milk has built a closed system of livestock farms to supply its own milk processing factory Besides always accompanying farmers, Moc

Chau Milk has partnered with nearly 600 farmer households, providing modern breeding technology and establishing an insurance fund to enhance security in milk production The company ensures stable milk prices, livestock insurance, and quality output, fostering confidence among farmers Additionally, Chau Milk has invested hundreds of billions of VND to develop Vietnam's first modern production plant, breeding center, and TMR animal feed factory By self-manufacturing raw materials, the company mitigates concerns over shortages and reduces import costs.

Moc Chau Milk relies on a network of distribution intermediaries, including distributors, wholesalers, retailers, supermarkets, dairy agents, and grocery stores, to effectively reach consumers Selecting the right marketing intermediaries is crucial, as they play a vital role in making products accessible to customers By prominently displaying Moc Chau Milk's products, these intermediaries not only enhance the brand's visibility but also facilitate convenient purchasing options for consumers, ultimately driving sales growth for the company.

Milk Thanks to agents and retailers, the Company has reduced a huge cost compared to opening its own sales showrooms. d General public

Moc Chau Milk's PR activities are mostly associated with social activities, community development and programs associated with young children, typically with programs such as:

Miss Dairy, Moc Chau Milk: Accompanying the family in a new normal life with the slogan:

Moc Chau Milk embodies the essence of nature, delivering the purity of fresh milk sourced from lush green grasslands The core message of our advertising emphasizes that "the essence of nature is kept intact in every drop of clean fresh milk." Key advertising initiatives highlight the brand's commitment to quality and sustainability, ensuring that consumers enjoy the best of what nature has to offer.

Broadcasting TVC on TV channels VTV3, VTV1, VTV6, HTV7, SCTV2, with images of the production process of clean fresh milk. e Customer

Price competition poses a significant challenge for Moc Chau Milk, as customers and distributors can easily compare products within the industry, exerting pressure on manufacturers The volume of buyers directly influences both revenue and brand perception Moc Chau Milk is viewed by consumers as a natural, clean milk product, making it particularly appealing to health-conscious customers.

As of December 31, 2021, the population of Vietnam is estimated at 98,564,407 people, an increase of 830,246 people compared to the population of 97,757,118 people the previous year.

In 2021, the natural population growth rate is positive because the number of births exceeds the number of deaths by 912,801 people Due to migration the population decreased -82,555 people.

The sex ratio in the total population of 0.997 (997 men per 1,000 women) is lower than the global sex ratio The global sex ratio in the world in 2021 is about 1,017 males per 1,000 females Below are the key figures for Vietnam population in 2021:

Scale of Vietnam's liquid Milk market in the period 2014-2018

Liquid milk market excluding other dairy products such as yogurt, cheese, ice cream, butter, powdered milk, in 2018, revenue reached VND 48.9 trillion, with a stable growth rate of

The dairy market is projected to experience a decline in CAGR, stabilizing around 7% to reach $66 trillion by 2023 Sales and product variety are increasingly concentrated in urban populations due to limited income sources and distribution conditions However, the rapid growth of urban populations presents significant opportunities for Moc Chau Milk, enhancing product consumption and sales potential As urban living standards improve, dairy businesses can capitalize on the expanding market, which holds great potential for growth.

Vietnam has the highest demand for milk globally, driven by robust economic growth and an annual GDP per capita increase of 6-8% Additionally, the country's population is growing at an average rate of 1% However, there is a challenge in sourcing sufficient domestic raw materials for milk production.

Vietnam's dairy industry currently meets only about 20% of market demand, forcing most finished milk producers to rely on imported raw milk Despite high retail milk prices in Vietnam compared to regional and global markets, the prices offered to farmers for raw milk remain low The market is dominated by three major companies that control 75% of the market share, giving them significant leverage in negotiations with farmers and influencing the selling price of finished milk.

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Vietnam's stable political environment plays a crucial role in shaping Moc Chau Milk's marketing strategies Following the doi moi reforms, Vietnam established normalized relations with China in 1992 and the United States in 1995, further integrating into the ASEAN bloc.

1995, Vietnam has established diplomatic relations with 171 countries The most important turning point was January 11, 2007 Vietnam officially became the 150th member of the WTO.

Recent developments have greatly influenced market expansion and attracted investors, leading to increased revenue for Moc Chau Milk, which in turn supports the launch of effective marketing strategies that resonate with cultural and community values.

In Vietnam, consumers prefer sweet, canned, and milk-related products, influenced by easy access to information via radio, newspapers, and television This accessibility enhances marketing, advertising, and distribution efforts Vietnamese consumers tend to prioritize brands they trust for quality and prestige, leading to infrequent changes in their purchasing habits.

Therefore, when Moc Chau Milk creates a brand of natural milk, it will be easily accepted by consumers. e Science and Technology

Competitive Situations

There are 2 types of competitors, which are:

- Direct competitors: The industries that have been operating in the industry have a strong influence on the business situation of Moc Chau Milk enterprises.

Potential competitors in the market include companies that focus on producing substitute products like cereal flour and functional foods, such as IMC, DOMESCO, and BIBICA However, these competitors lack the strength to effectively rival the established milk product industry.

Moc Chau Milk company is currently facing relatively high and fierce competition from domestic and foreign milk brands such as Vinamilk, TH True Milk, Dalat Milk, Dutch Lady,

Nestlé, Abbott, Meiji The future dairy market will continue to expand and the level of competition will increase.

The Vietnamese dairy market features a diverse range of brands, encompassing both local and imported products Leading the market are Vinamilk and Moc Chau, which together hold a significant 45% share, while Dutch Lady accounts for 24% Additionally, imported dairy products make up 22% of the market.

A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM powdered milk products such as Mead Johnson, Abbott, Nestlé, and the remaining 19% were domestic brands such as Hanoimilk, TH True Milk, Nutifood.

Below is the competitor analysis table of Moc Chau Milk We are divided into 3 groups:

Vinamilk (big competitor), domestic dairy companies, and foreign dairy companies.

- The strongest, most long- standing and reputable brand.

- Good customer care system, reasonable prices, diverse products.

- Lack of self-control in the supply of raw materials.

- Unable to manage the quality of raw materials.

Domestic dairy companies (TH True Milk, Dutch Lady, Ba

- Modern production technology, high product quality.

- Lack of management experience, not yet self- sufficient in raw materials.

- The distribution system is still limited.

Foreign dairy companies (Nestlé, Abbott)

- Strong brand, big brand channel.

- Not understanding the new market well.

- The political and cultural barriers have not been overcome.

- All products must be imported.

Moc Chau Milk is encountering significant competition in the dairy market, where numerous prominent brands are flourishing, which poses challenges for Moc Chau Milk's products to effectively reach consumers.

According to Mintel Group, the domestic dairy market is estimated at $4.4 billion and is being driven by three main trends: Brand credibility, Brand credibility, Healthy taste and

Recent trends indicate a growing concern among consumers regarding food health and safety, with 89% of Vietnamese consumers expressing a willingness to pay more for quality food, according to Nielsen Additionally, 88% of consumers thoroughly examine dairy product packaging before making a purchase, and 80% are apprehensive about the long-term effects of artificial ingredients in milk.

Moc Chau Milk leverages insights from consumer psychology to consistently introduce innovative products Each offering is crafted from 100% pure fresh milk, ensuring a naturally delicious taste without any preservatives Since 2018, the brand has successfully launched a variety of new products, including Pasteurized Banana Flavored Milk and Guava Drink Yogurt, catering to diverse consumer preferences.

Taro Yogurt and Pasteurized Low-Sugar Milk.

Moc Chau Milk has successfully captured approximately 10% of the overall dairy market, with an impressive 35% market share in the Northern region, thanks to its strategic long-term vision.

Moc Chau Milk Company is among the three chosen exporters of fresh milk to the Chinese market, and in 2019, it plans to expand its reach into the southern market, delivering fresh milk sourced from lush green prairies to consumers in the south.

Current STP Analysis

Moc Chau Milk targets four distinct age groups: infants (0-6 months), toddlers (6-12 months), young children (1-3 years), and older children (over 3 years) The brand offers specialized milk products tailored for specific needs, including options for those requiring special nutrition, pregnant women, individuals with health conditions, and people with diabetes This strategic segmentation is based on the behavioral patterns, motivations, and consumption needs of various customer groups.

Moc Chau Milk is dedicated to providing high-quality, nutritious, and delicious dairy products that cater to the health needs of consumers across all age groups With a strong focus on children and teenagers, Moc Chau Milk meets the significant demand for milk and dairy consumption in these demographics The brand strategically segments its target market into two primary customer groups.

 Age: 0-6 months old, 6-12 months old, 1-3 years old and over 3 years old.

 Occupation: All professions can be purchased and used.

 Lifestyle: As consumers, who have the need to buy and use pasteurized milk products.

 Economy: Anyone can afford to buy Moc Chau pasteurized milk products.

Customers with a strong demand for high-quality products, such as those with excellent nutritional value and reasonable pricing, are likely to become loyal patrons of Moc Chau Milk if their expectations are met.

Distributors, wholesale and retail agents, as well as shops and supermarkets, are eager to distribute Moc Chau pasteurized milk products This group seeks discounts, sales bonuses, and the prompt fulfillment of orders to ensure efficient product distribution.

In the 1980s, Vietnam's dairy industry relied heavily on imported raw materials; however, Moc Chau Milk took a significant step by collaborating with local farmers to establish a herd of thousands of cows With extensive experience in the "raising cows - making milk" sector, Moc Chau Milk has become a leader in the country's dairy production.

Chau Milk's products are distinguished by their ingredients entirely from pure fresh milk and high natural nutritional content Each year, Moc Chau Milk supplies to the market more than

100,000 tons of fresh milk “clean from meadow to table”, serving consumers across the country.

To maintain optimal quality and taste, pasteurized milk products should be consumed within 2-3 days of opening Recognizing that not all consumers can finish a 900ml carton in that timeframe, Moc Chau Milk has introduced a 250ml pasteurized milk option This smaller size offers a significant competitive edge, catering to customers with lower daily milk consumption needs.

Current Marketing Mix (4P)

The quality of each pasteurized fresh milk products (both sugar, less sugar or no sugar) must be required to conform these rules:

- Do not use genetically modified varieties.

- Many nutrients are preserved, especially antioxidants.

- Rigorous process. b Stages of the product

In the introduction stage, Moc Chau Milk faced significant challenges as the first company to offer pasteurized milk, with consumers largely unaware of its benefits Initial product launches struggled to capture attention, but through persistent efforts to educate consumers, awareness grew Ultimately, Moc Chau Milk successfully established a strong brand reputation for its nutritious and health-promoting pasteurized milk.

Moc Chau Milk has successfully maintained its competitive edge in the market despite the increasing number of competitors The brand is recognized for its commitment to producing clean milk and has established itself as a leader in the pasteurized milk sector among consumers.

In the maturity stage, revenue growth slows as the product reaches its peak perfection The enterprise focuses on developing strategies to enhance the market share of dairy products, especially pasteurized milk, within the country's dairy industry.

The price of all finished products has to include the cost of using technologies and the production line For example:

- Scientific and technological factors not only ensure product development but also create advantages for enterprise development.

- Application of many advanced technologies.

- Meeting the demand for food quality and safety.

- Selling expenses account for the second largest proportion of milk prices. b On-demand pricing

- Demand for products has grown steadily.

- The tendency of Vietnamese consumers to choose the most expensive products possible also contributes to the increase in product prices.

- Must learn, analyze carefully about customers, product goals and customer acceptability. c Price leader

- Be careful about increasing product costs.

- Cut, optimize costs, restructure brands, control retail points well.

- Quickly capture consumer feedback, respond to market needs quickly and best. d New products pricing

- Policy of keeping the same price but the quality must be higher. e Pursuing basic goals

- Increase market share and lead in quality.

Moc Chau Milk has built a quite large distribution system extending into the North Central of Vietnam.

The Company currently sells its products through two main distribution channels:

- Morden channel: showrooms, supermarkets or convenience stores

- General channel: through intermediaries such as distributors, wholesalers, retailers

This retail system, which also involves other promotional activities, allows customers to easily access Moc Chau dairy goods whenever they have a need.

Moc Chau Milk applies attractive promotions to attract consumers such as buying 12 boxes get 1 box of the same capacity, or buying 2 packs get 1 box.

Moc Chau Milk effectively utilizes promotions to enhance product visibility and appeal, tapping into consumer psychology by attracting shoppers who are drawn to discounts and special offers.

SWOT ANALYSIS OF MOC CHAU MILK

Strengths

4.4.1 Strong and long-standing dairy brand

Moc Chau Milk, a renowned dairy brand with over 60 years of experience, offers consumers across the country a range of clean, delicious, and nutritious fresh milk products As a testament to its quality and commitment, Moc Chau Milk ranks 4th among the leading dairy companies in the industry.

Moc Chau Milk, while not as dominant as its parent company Vinamilk or other major local dairy brands, has carved out a niche in the market Through relentless dedication, Moc Chau Milk products have emerged as a symbol of purity and freshness, showcasing the essence of nature.

For several consecutive years, the company has been recognized by consumers as a top-quality Vietnamese brand and was ranked among the top five most preferred brands by Kantar Worldpanel in 2018.

Moc Chau Milk has made significant contributions to the country's economy, earning recognition through the prestigious Labor Medal from the Party and Government Additionally, the brand has received numerous accolades, including being named one of the top 10 Sustainable Development Brands and recognized for its high quality.

Products, top 10 Prestigious Food Companies in 2020 in the Dairy and Dairy products industry according to Vietnam Report.

Moc Chau Milk upholds its status as a top player in Vietnam's dairy industry by adhering to the principle of providing milk that is "Clean from the meadow to the table." Trusted by millions of Vietnamese families for their nutritional needs, Moc Chau's commitment to quality and safety has solidified its reputation in the market.

For over six decades, Chau Milk has captivated customers with its exceptional product quality, particularly in the food and beverage industry A steadfast commitment to quality is essential, as food and drink significantly impact consumer health Consequently, the safety and quality of each product are of utmost importance To ensure this, all raw fresh milk collected by Moc Chau Milk's expert team is guaranteed to be grade A, maintaining the highest levels of natural nutritional content.

Moc Chau Milk may not have an extensive product range like other leading domestic dairy brands, but its strong popularity and market position reflect its commitment to exceptional product quality that effectively meets the fundamental needs of consumers.

Pasteurized milk products, crafted from 100% pure fresh milk, are rich in natural proteins, essential minerals, carbohydrates, and vitamins, while being free from impurities and preservatives These nutrients play a vital role in enhancing digestive health, boosting the immune system, and supporting strong bones and teeth Therefore, opting for Moc Chau Milk products, especially pasteurized fresh milk, contributes to improved health and increased energy levels.

5 “Clean from the meadow to the table”: “Sạch từ đồng cỏ đến bàn ăn”

4.4.3 Raw and natural milk sources, and international standard farm system

Moc Chau Milk and its dairy farms have established quality standards for milk production, ensuring all farms meet VietGAP certification The livestock feed is maintained without chemical fertilizers or pesticides, and dairy cows are not given growth hormones or antibiotic residues The entire process, from cultivating grass and corn to caring for the cows, is rigorously monitored to guarantee the safety of product production, harvesting, and preliminary processing.

Thereby, the Company may be able to assist in enhancing product quality, ensuring the social welfare and health of producers and customers, protecting the environment, and tracing product origins.

To ensure optimal freshness of raw milk, all collection points are located within 1 km of the farms Additionally, Moc Chau Milk strategically positions its production and packaging facilities near these farms, fostering strong supplier relationships and guaranteeing that raw milk is delivered directly to the factories after purchase, preserving its high quality and nutrient content.

4.4.4 Building relationships with raw material suppliers

Farmers play a crucial role as strategic partners for the Company, enabling the delivery of premium products to consumers The Company invests in cohesive efforts throughout all stages of animal husbandry and production Moc Chau Milk enhances this partnership by offering technical training and transferring scientific knowledge to farmers, facilitating their access to advanced technologies in animal husbandry This ongoing commitment to research and the implementation of high standards ensures the highest quality of raw milk materials.

Moc Chau Milk operates smoothly by providing financial assistance to farmers, ensuring their security in production and sharing risks during unforeseen circumstances The company organizes the Miss Dairy Cow Contest, fostering a platform for farmers to exchange husbandry experiences while receiving support from its team of specialized engineers and experts This sustainable agriculture strategy, implemented for many years, not only guarantees high-quality input materials for the company but also promotes a stable livelihood for farmers.

4.4.5 Investing in modern and advanced equipment and technologies

Moc Chau Milk operates two state-of-the-art dairy processing and packaging factories, utilizing advanced technologies imported from Switzerland and Korea This modern manufacturing line guarantees that all products are fresh, flavorful, safe, and hygienic for direct consumption by customers.

Pasteurized milk products are made in a self-contained process and packaged on Sweden’s innovative Tetra Pak production lines (ISO 9001:2008 and HACCP 2008) In combination with

Weaknesses

4.4.1 The entire market share in Vietnam's dairy industry is still low

As of the end of 2021, Moc Chau Milk held a modest market share of approximately 2-3% in Vietnam's dairy industry, significantly trailing behind competitors such as Vinamilk, which commands over 55% of the market, and TH True Milk.

The company currently holds only 45% of the market share in the industry, which can be linked to several factors such as limited product coverage, insufficient brand awareness, subpar customer experience, and ineffective promotional strategies.

Moc Chau Milk's marketing strategy for its dairy products lacks a systematic and professional approach, as evidenced by the infrequent and low-profile advertising campaigns that fail to capture significant media attention This suggests that the company may be utilizing ineffective advertising channels or promotional methods that do not resonate with the audience, ultimately hindering its ability to communicate key messages to consumers.

4.4.3 The distribution network is still limited

Moc Chau Milk boasts a nationwide distribution network with over 60,000 retail points; however, its showroom system and major distribution channels are primarily concentrated in Northern Vietnam This geographic limitation hinders user growth and complicates market share competition To enhance its market presence, Moc Chau Milk must focus on upgrading and expanding its distribution network.

A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM network in order to maintain its position, development, and dominance in the domestic dairy industry.

Opportunities

4.4.1 Potential customers are consistently increasing with a great demand

Milk and dairy products are required to consume by the majority of Vietnamese.

According to unofficial statistics, per capita milk consumption is currently 27 liters/person/year.

Annual per capita milk consumption is expected to increase by another 7-8% in the coming years.

Dairy products are also used for beauty and cookery, in addition to nutritional supplements.

Vietnam is currently in a golden demographic phase, characterized by rapid population growth, an increasing urbanization rate, improved education levels, and a steadily rising middle-class income.

Moc Chau Milk has numerous opportunities and significant potential for growth in the dairy industry, enabling the company to enhance its domestic market share and expand into international markets.

4.4.2 Consumers are gradually paying more attention to their health

As the economy grows, health becomes the major priority of Vietnamese consumers.

According to the Nielsen “Consumer Confidence Index” report released in 2020, a health factor has risen to No.1 of Vietnamese consumers’ top concerns Accordingly, the percentage of

Vietnamese consumers who choose the right diet to prevent health problems accounts for 83%.

This is higher than the world average of 79% Besides, 89% of consumers are willing to spend a higher price for good quality and healthy products They also tend to read the information on the packaging to understand the product’s ingredients and nutritional supplements.

Moc Chau Milk’s pasteurized fresh milk is a health-conscious choice, renowned for its exceptional nutritional value This product stands out as a key offering from Moc Chau, catering to those seeking quality dairy options that promote well-being.

Milk brand loved and trusted by millions of Vietnamese people for many years In general, customer confidence in nutritious products, and the growth index of the healthy and nutritious beverage and food market over years indicate that demand for these products has only increased, not reduced over time These are factors that will positively affect the development of Moc Chau

4.4.3 The dairy market remains to develop strongly and steadily

Due to a number of objective factors, the growth rate of Vietnam's dairy market has begun to decelerate since the Covid-19 pandemic became widespread Domestic demand for dairy

A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM products, however, is less impacted because milk is a necessary product Consequently, despite the entire economy's bleak years, dairy enterprises, including Moc Chau Milk, maintained substantial growth and obtained good revenue and profit levels.

Revenue is expected to reach 113,700 billion VND in 2020 and 119,300 billion VND in

2021 In particular, milk export turnover has surged in value to approximately $300 million/year in 2020 and 2021 According to the General Statistics Office, the country's liquid milk output in

2021 is estimated at more than 1,770 million liters, up 4.5% over the same period in 2020.

Despite facing challenges during the country's economic recovery, Vietnam's dairy industry is steadily evolving towards sustainable modernity, enhancing its competitiveness and integration within regional and global markets to meet rising societal demands Trade promotion activities have gained momentum at the start of the year, indicating positive trends in the international market and promising a bright future for the Vietnamese dairy sector in 2022.

Threats

4.4.1 Many rivals in the dairy industry

The scale of Moc Chau Milk is still relatively small at present, therefore, the Company is facing greater competitive pressure from domestic dairy companies and international brands.

Imported dairy products are expected to become more affordable and competitive due to the implementation of new trade agreements, putting significant pressure on domestic businesses In response, the Company plans to invest in developing a domestic fresh milk supply by establishing a new high-tech dairy farm and focusing on effective brand development to enhance its strength and resilience both in the short and long term.

4.4.2 The change of natural disaster and weather

Moc Chau, a region blessed by nature, boasts a temperate climate ideal for agricultural growth, especially in dairy farming However, the effects of climate change are increasingly challenging the well-being of both livestock and crops in this area, leading to severe weather conditions that threaten local agriculture.

4.4.3 Risks of the product's quality

Dairy products promote good health, making product quality essential for companies to uphold with utmost customer accountability To ensure this, the company employs advanced production technologies and modern processes, alongside stringent quality control measures.

A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM ensure the highest possible quality of products Moc Chau Milk has achieved ISO 2000

Certificate of Food Safety Management System with the goal of minimizing the risk of poor product quality.

4.4.4 The cost of input materials has risen

Moc Chau Milk relies on fresh milk from its own dairy farms and purchases from local dairy farmers, which exposes the company to risks such as rising input costs due to economic fluctuations and inflation, exacerbated by events like the Covid-19 pandemic Additionally, the increasing market demand may outpace the domestic supply of fresh milk, resulting in potential shortages To mitigate these risks, the company plans to invest in new dairy farms, assist farmers in enhancing cow development, improve milk yield, and implement cost control measures to reduce milk prices.

4.4.5 Vietnamese people have a mentality of utilizing imported milk products

The growing preference among Vietnamese consumers for imported milk poses a considerable challenge for local dairy industries, especially Moc Chau Milk Many customers associate foreign products with superior health benefits, perceiving them as more nutritious and safer than domestic alternatives Addressing this trend is crucial for the sustainability and growth of the Vietnamese dairy sector.

Moc Chau needs to boost its brand promotion campaigns, emphasizing that the product's nutritional content is not inferior to that of any well-known foreign brand.

4.4.6 Risks of changing consumption trends

The trend of using plant-based milk has been increasingly popular in Vietnam in recent years According to the results of a Viracresearch survey conducted in 2019, up to 66 % of

Vietnamese customers demand more products composed entirely of natural ingredients.

The Covid-19 pandemic has heightened awareness of safe food practices and health protection, while also promoting immune system enhancement Soy milk and barley milk are considered top alternatives to cow's milk due to their high protein content As a result of their numerous benefits, plant-based milk products have become the preferred choice for many consumers.

Furthermore, once essential requirements were addressed, Vietnamese consumers' spending on fast-moving consumer products began to decline Instead, consumers frequently turn to spending to satisfy higher requirements (such as eating/drinking outside) and non-essential items with the shared goal of improving their quality of life While milk demand appears to be saturated in urban markets, consumption in rural markets varies widely because of a greater

A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM reliance on agricultural commodity prices; the degree of disposable income in this market dictates the level of FMCG 7 product spending.

Hence, the Company must prepare mentally to flexibly respond, conduct market research methodically, and plan product diversification strategies in line with future consumer demands.

OBJECTIVES AND ISSUES

Common goals in one next year (from 6/2022 to 6/2023)

- Leading the Vietnamese clean F&B market.

- Creating a dairy brand that is recognized not only in the country but also around the world. b Market growth

- Consolidate, improve, and broaden the distribution system Moc Chau milk must continuously try to expand the market to all provinces and cities across the country, particularly the Central and Southern markets, in the coming year so that all Vietnamese people have access to clean and excellent dairy products. c Branding goals

- Moc Chau Milk plans to become a powerful dairy company, which is the first choice of Vietnamese consumers for fresh and clean products.

- It also wants to be a nutritional brand with scientific reputation and trust for allVietnamese people through the strategy of researching and developing many product lines with optimal quality.

Ideas for marketing strategies for Moc Chau Milk pasteurized fresh milk products 28

1 Evaluation and product export strategy

In general, Moc Chau milk has produced product samples with eye-catching packaging In recent activities, Moc Chau has not hesitated to design and print packaging with new designs and better quality As well as domestic competition, packaging design always occupies an important position in the marketing strategy Because of the current consumer trend, a lot of attention is paid to product appearance, beautifully designed products are always appreciated by customers' hearts.

To meet the increasing demand of consumers, it is necessary to add products with many different flavors to increase features and flavors to stimulate the baby's scent when drinking milk Like adding chocolate, fruit flavors to pasteurized milk to make it easier for children to drink and love.

2 Evaluate and recommend pricing strategies

With the current milk price, Moc Chau milk has a cheaper price than other brands in the market of pasteurized milk products.

Moc Chau milk should adopt a dual pricing strategy by maintaining current prices while leveraging higher positioning for premium products This approach allows for a targeted pricing structure across various product lines, catering to diverse consumer needs Additionally, introducing flavored dairy products aimed at younger customers, along with low-sugar or no-sugar options for health-conscious individuals, can effectively enhance customer satisfaction and broaden market appeal.

3 Evaluate and recommend distribution strategy

The company has a quite large distribution network, and cities with distributors who are dedicated and committed to developing the Moc Chau milk brand.

Moc Chau milk maintains a strong presence in the Northern distribution market, capitalizing on its significant potential The brand's network of distributors spans various provinces and cities nationwide, as detailed in the market map created by Moc Chau milk.

As Moc Chau Milk expands its operations into the Central and South regions following significant growth in the North, it is essential to prioritize the quality of distribution channel members over sheer quantity By establishing effective evaluation criteria for recruitment, the company can enhance efficiency and ensure a more strategic approach to its market penetration.

4 Evaluate and propose promotion strategy

Moc Chau milk effectively combines engaging advertising campaigns with the recognizable image of a 100% dairy cow, reinforcing its message of "100% pure fresh milk." This strategy fosters consumer trust and ensures a sense of safety among its audience.

In today's digital age, consumers increasingly turn to the Internet for product information, making it essential for Moc Chau milk to enhance its online presence Beyond traditional television advertising, Moc Chau milk should implement effective online marketing strategies to reach its audience.

+ Place banners to advertise products on Websites with a large number of visitors such as Dantri.vn, vnexpress.vn, etc.

+ The company's website mcmilk.com.vn also needs more information about the product,which is a place for customers to search for information about the product.

A viral marketing campaign leverages the power of the Internet by utilizing coded messages embedded in engaging clips, designed to organically circulate within online communities By harnessing social networks like YouTube and Facebook, these campaigns effectively disseminate unique and captivating content, encouraging widespread sharing and interaction.

Moc Chau milk's PR activities are doing very well such as going to charity to help people during the current epidemic situation and many other charity activities.

Vinamilk should pay more attention to internal PR issues in the enterprise to build a strong and united Vinamilk collective.

Moc Chau currently has quite a few promotions for consumers.

Moc Chau Milk should create more programs with discounts, freebies, trials, and points.

+ Exchange 10 used boxes for 1 new product, which is both a way to stimulate purchases, recycle as well as increase consumer sympathy with similar community education measures .

To enhance product promotion, businesses can increase discounts or bonuses based on sales performance, motivating distributors to actively market their offerings Engaging strategies like offering giveaways such as washing machines, televisions, and travel tickets can effectively stimulate purchases Additionally, upgrading dealer booths and stores to ensure optimal product display positions can significantly boost brand visibility and recognition.

Implement a range of promotional activities aimed at consumers, incorporating diverse methods for distributing promotional gifts and rewarding retail agents Utilize various tools, promotions, and coupons to enhance the purchasing experience.

MARKETING STRATEGIES IN NEAR FUTURE FOR PASTEURIZED

STP Analysis

The customer segmentation outlined in the Current STP Analysis of Chapter 3 appears to be insufficient, hindering Moc Chau Milk's ability to fully tap into potential customers and implement effective marketing strategies.

To successfully implement effective marketing strategies and maximize revenues and profits over the next year, Moc Chau Milk should segment its diverse market into smaller, targeted groups This approach will allow the company to tailor its products and services to meet the unique needs of each segment and their customers This report will focus on specific customer segmentation for pasteurized fresh milk products.

When it comes to Moc Chau Milk, there are two types of customers: consumers (individuals) and businesses (organizations).

To segment consumer markets, we should use different segmentation variables as the following table:

Region All over the country

Population density Urban, suburban and rural

Age Almost suitable for all ages

Generation Kids (from 2 years old and up: 2-4 years old, 5-14 years old),

Teengers (15-25 years old) and Adults (above 25 years old) Income Low to no income, low to high income

Social Class People from all classes of society (lower, middle, and upper) Attitude Sensitive or insensitive with the price of products

- Kids who need a lot of nutrients to grow and develop

- Kids who are in puberty time, needing products that can provide them nutrients and energy to be more dynamic and stronger

- Teenagers: they concern more about health and appearance

- Adults: They concern about products to improve their physical and mental health, or products for their children based on nutritional values

- People who want to use pasteurized milk to prepare scrumptious food and drinks

- 100% pure fresh milk with full of nutrients, proteins, vitamins and minerals

- Promoting healthy bones and teeth

- Strengthening the immune system and reducing inflammation

- Recharging people’s batteries after a strenuous workout

The user landscape for pasteurized milk products can be categorized into several groups: non-users, potential users, first-time users, and regular users, each defined by their experiences and personal preferences Additionally, loyalty status varies among consumers, ranging from weak to strong, influenced by the type of pasteurized milk they choose, such as those with sugar, reduced sugar, or no sugar.

Moc Chau Milk primarily targets distributors, wholesalers, retailers, stores, and supermarkets for its business market segmentation These customers play a crucial role in distributing Moc Chau Milk's products to the end consumers, distinguishing them from the direct product consumption group.

Moc Chau Milk have commitments and contracts relating to product distribution, such as selling price, discount, sales bonus, commission bonus, on-time delivery, and so on In addition, business customers of the Group are organizations that consume or use its pasteurized fresh milk products in meals, food and drink processing such as schools, canteens, and bakeries Because these customers frequently order a huge quantity of products, the pricing will be lower than for individual customers.

Based on the segmentation table, it can be easily seen that the targeting market for Moc Chau Milk’s pasteurized fresh milk products are mostly suitable for all kinds of ages in any occupation The Company not only concerns the holistic development of children, but also customers’ other uses While adhering to the criterion of putting customers’ health first, Moc

Chau Milk's pasteurized milk products fully meet the vital nutritional demands of consumers.

Furthermore, Moc Chau Milk does not recommend using these products for children under the age of two because their digestive systems are still underdeveloped and incomplete, making them more difficult to digest, and causing problems such as bloating and indigestion.

Moc Chau Milk's pasteurized fresh milk has a better reputation in the F&B industry than one from other dairy companies, and it has a relatively large distribution system Furthermore, the nutritional ingredients in each pack of Moc Chau Milk pasteurized fresh milk are carefully calculated to meet the nutritional needs of customers Although these products do not have the same shelf life as UHT fresh milk, they contain much more beneficial nutrients, vitamins, and others In other words, pasteurized fresh milk is greater than UHT milk so that it is increasingly prevalent among consumers Thus, high product and service quality serve as guidelines for defining Moc Chau Milk's pasteurized fresh milk differences and positioning statement.

Marketing Mix (4P)

Many customers may hesitate to purchase pasteurized fresh milk products packaged in large bottles, especially when seeking a convenient option for enjoying during lunch outside.

Therefore, the manufacturer can pack it into a bottle with a smaller capacity.

To help buyers easily distinguish genuine products, an anti-counterfeit stamp should be prominently displayed, or clear instructions on identifying authenticity should be provided Moc Chau milk products are recognized as valuable nutritional and energy supplements for children.

The official website contains detailed product information.

Effective planning and price standardization across all sales points are essential for Moc Chau milk, as current price discrepancies create confusion among consumers This inconsistency forces buyers to compare prices and brand reputations, impacting their purchasing decisions.

Moc Chau milk is expanding its presence in Central and Southern Vietnam by opening new showrooms that showcase a full range of its products These locations will feature dedicated staff to assist customers, enhancing their shopping experience and providing valuable insights about the Moc Chau brand This initiative aims to make it easier for customers to explore and select products, fostering greater brand awareness and loyalty.

Increasing the number of stores in densely populated provinces and cities, which helps to raise product and brand awareness while also bringing products to as many people as possible.

More KOLs and Influencers with appropriate images should be invited to represent; this helps to attract more people's attention.

To enhance brand visibility and promote lesser-known products, it is essential to organize additional trial sessions at supermarkets and events Furthermore, strengthening the impact of environmental protection campaigns aligns with the brand's core mission.

ACTION PROGRAMS AND BUDGET

1 Moc Chau Milk bottle (900ml) costs

Budget (VND) actions Main Target -Children to

Teenagers Children and their family

International in habitants in Vietnam

Image We can provide as a healthy drink.

After they’ve done their school semester and new semester

We can provide Milk to the schools freely as samples.

We can provide Milk for freely to their family as well.

We can provide Milk for promotions to them

Usually, they have enough budgets more than normal Vietnamese people(30 Million VND

We can use Facebook, Instagram, Youtube, and Zalo mainly for Vietnamese people here.

For international people, Wechat(for Chinese

We can hire influencers or actors to promote Milk to ordinary people.

If people buy an one bottle, we can provide a free gift such as figures and Moc Chau characters which is we can imagine for company’s

This report analyzes and proposes effective marketing strategies for Moc Chau Milk's pasteurized fresh milk in Vietnam The focus is on understanding the target market, enhancing brand visibility, and increasing consumer awareness By leveraging local distribution channels and engaging in promotional activities, the report aims to boost sales and establish a strong market presence Additionally, it considers the preferences of both local and international consumers, including Korean and Japanese inhabitants, to tailor marketing efforts accordingly Implementing these strategies will position Moc Chau Milk as a leading choice for high-quality dairy products in the competitive Vietnamese market.

We can do lottery to go to America for vacanse if people buy 3 bottles

We can give a free ticket if people buy more than 100 bottles at once (120 Milion)

We can hold a Milk festival which is drinking Moc Chau Milk and play milk games (80 Milion)

This report analyzes and proposes effective marketing strategies for Moc Chau Milk's pasteurized fresh milk in Vietnam It examines the current market landscape, consumer preferences, and competitive dynamics to identify opportunities for growth By leveraging unique selling points and enhancing brand visibility, the report aims to improve market penetration and customer loyalty for Moc Chau Milk Key recommendations include targeted advertising, strategic partnerships, and an emphasis on quality and sustainability to attract health-conscious consumers.

CONTROLS

Moc Chau Milk should develop specific sub-plans to effectively monitor the progress of its overall marketing strategy, aiming to maximize returns This phase is crucial not only when facing product challenges but also presents implementation difficulties By understanding how this phase can enhance business performance, Moc Chau Milk can better execute its marketing strategies for pasteurized fresh milk products.

To ensure the success of its marketing strategies and avoid potential pitfalls, Moc Chau Milk should actively monitor customer feedback through polls and surveys, enabling timely adjustments to their plans For instance, if the pasteurized milk product does not resonate with consumers, it can be removed from the campaign to optimize budget allocation Conversely, positive customer responses would allow Moc Chau Milk to proceed with its original strategies Additionally, by consistently reviewing expenditures, the company can effectively manage its budget, identify sources of increased spending, and make informed decisions to cut costs, particularly in marketing pasteurized dairy products, ultimately enhancing profitability.

This report focuses on analyzing and proposing effective marketing strategies for Moc Chau Milk's pasteurized fresh milk in Vietnam It aims to enhance brand visibility and market penetration by identifying key consumer preferences and competitive dynamics The study emphasizes the importance of quality assurance and sustainable practices in dairy production to build consumer trust Recommendations include leveraging digital marketing channels and strategic partnerships to reach a broader audience By implementing these strategies, Moc Chau Milk can strengthen its market position and drive growth in the competitive landscape of Vietnam's dairy industry.

CONCLUSION

Moc Chau Milk is a well-known dairy brand celebrated for its high-quality products In the upcoming year, our focus will shift towards enhancing the Moc Chau Milk pasteurized milk line Despite its strong financial performance, the brand faces challenges, including ineffective marketing, a limited distribution network, and the absence of a structured product strategy To address these issues, we have conducted an in-depth analysis aimed at implementing gradual improvements.

Moc Chau aims to lead the natural and organic food sector in Vietnam by prioritizing consumer satisfaction and producing goods that meet high standards of cleanliness, safety, and health This article outlines Moc Chau Milk's current marketing strategies, including STP and 4P frameworks, which are tailored to align with customer needs and preferences for pasteurized milk products Additionally, the objectives set forth for this product line in Chapter 5 are intended to be met effectively, while the future marketing strategies discussed in Chapter 6 aim to enhance overall business growth.

Moc Chau's products closer to their customers, therefore enhancing their overall appeal

Our marketing plan for Moc Chau Milk was developed through careful consideration and discussion of market realities, highlighting both the strengths and weaknesses of the product, with a clear focus on achieving our defined goals and objectives.

This report analyzes and proposes effective marketing strategies for Moc Chau Milk's pasteurized fresh milk in Vietnam It emphasizes the importance of understanding consumer preferences and market trends to enhance brand visibility and competitiveness By leveraging digital marketing, establishing partnerships with local retailers, and focusing on quality assurance, Moc Chau Milk can increase its market share Additionally, targeted promotions and community engagement initiatives are recommended to build customer loyalty and awareness Overall, a comprehensive marketing approach is essential for the growth and success of Moc Chau Milk in the competitive dairy industry.

Tiêu đề	A Report On Analyzing And Proposing Marketing Strategies For Pasteurized Fresh Milk Of Moc Chau Milk In Vietnam
Tác giả	Lê Thị Ngọc Linh, Imamura Keita, Lê Thu Phương, Phạm Mai Chi, Phạm Thị Quỳnh
Người hướng dẫn	Assoc. Prof. Pham Thi Lien
Trường học	Vietnam National University International School
Chuyên ngành	Principles of Marketing
Thể loại	report
Năm xuất bản	2022
Thành phố	Hanoi

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