(TIỂU LUẬN) FINAL EXAM ASSIGNMENT VINAMILK’S BLACK SUGAR PEARL LOVE YOGHURT MARKETING PLAN

EXECUTIVE SUMMARY

In today's fast-paced world, where continuous work and study are essential, especially following the economic challenges posed by the Covid-19 pandemic, maintaining good health is paramount A weakened immune system and poor physical condition can expose individuals to various diseases, making health a top priority To enhance well-being, it is crucial to adopt a planned diet, select nutritious foods, and stay hydrated, with yoghurt being a standout option due to its digestive benefits and rich nutrient content, including zinc and calcium Yoghurt has been a global staple for ages, produced in diverse styles and flavors by numerous dairy companies In Vietnam, Vinamilk stands out as a trusted manufacturer of dairy products, including a promising yoghurt product, Black Sugar Pearl Love Yoghurt, which has the potential to significantly contribute to the company's growth This report will provide an overview of Vinamilk, outline the mission and objectives for the first year, and include a S.W.O.T analysis, macro-environment assessment, STP analysis, marketing mix, actionable timeline, and financial forecast, concluding with a summary and control plan for the initial year.

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan focuses on innovative strategies to attract health-conscious consumers The product combines traditional yogurt with the unique flavor of black sugar pearls, appealing to a growing trend for premium dairy products Targeting younger demographics through social media campaigns and influencer partnerships will enhance brand visibility Additionally, emphasizing the health benefits and quality ingredients of the yogurt will resonate with consumers seeking nutritious options By leveraging market research and consumer insights, Vinamilk aims to establish a strong presence in the competitive yogurt market.

INTRODUCTION

Company introduction

Vinamilk, in full is Vietnam Dairy Products Joint Stock Company Vinamilk was founded sice 20 th August, 1976 and owned 14 active factories all over Viet Nam

Vinamilk specializes in the processing, manufacturing, and trading of dairy products, which are marketed both domestically and internationally, reaching countries such as Cambodia and the Philippines.

Mission Statement

Increase sales of the Love Yogurt product line by 1.5% through the Black sugar pearl Love yogurt of Vinamilk from 23 rd June, 2021 – 23 rd June, 2022.

Strategic Objectives

- Maintain positive, strong growth each month

- Deliver the best quality to the customer with many offerings

- Improve products based on customer feedback

- Increase product recognition after improvement

- Create a TVC that captures the attention of potential customers

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan focuses on enhancing brand visibility and attracting a diverse customer base The strategy includes leveraging social media platforms to engage with younger consumers and promote the unique flavor profile of the product Additionally, the plan emphasizes the importance of health benefits associated with yogurt, appealing to health-conscious individuals Collaborations with influencers and targeted advertising campaigns will further drive awareness and sales Overall, the marketing approach aims to position Vinamilk as a leader in the yogurt market while fostering customer loyalty through innovative product offerings.

S.W.O.T & MACRO-ENVIRONMENT ANALYSIS

S.W.O.T Analysis

- Famous brand: Vinamilk is a company that has existed for 34 years in Vietnam and is well known in Vietnam and many countries around the world

- Marketing is highly effective: Advertising, PR, and Marketing programs are highly effective

- Great and experienced leadership and management: Vinamilk has a strong, experienced and ambitious leadership team proven by sustainable business profits

- Leader in pricing products in the market: In Vietnam, Vinamilk holds a large market share of 37%, of which 85% is in condensed milk and yogurt

- A wide diversity of products: There are 8 types of yogurt for people with different interests: in addition to Vinamilk Yogurt, there are Ong Tho condensed milk, Pasteurized drinking yogurt,

- Low price but high quality products: Product price is cheaper than imported products of the same type, but still retains high quality

Vinamilk boasts an extensive nationwide distribution network spanning 64 provinces, with over 250 distributors and more than 135,000 sales points This robust infrastructure enables Vinamilk to reach a vast customer base while effectively launching new products and implementing successful marketing strategies throughout the country.

 All Vinamilk's milk factories are imported from European countries such as Germany, Switzerland, and Italy to be used in production lines

 The company has input materials that meet international standards and are safe In addition, the company also invests in building Organic dairy farms to support milk production

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan aims to capture the growing demand for innovative dairy products by targeting health-conscious consumers The strategy focuses on promoting the unique flavor profile and health benefits of black sugar, appealing to both traditional and modern tastes Effective digital marketing campaigns will be utilized to engage younger audiences, leveraging social media platforms to create buzz around the product Additionally, strategic partnerships with local influencers will enhance brand visibility and credibility By emphasizing quality and sustainability in its production processes, Vinamilk seeks to differentiate itself in a competitive market, ultimately driving sales and brand loyalty.

 Vinamilk has a fairly safe capital structure and high financial autonomy In 2020, Vinamilk achieved a total revenue of VND 59,723 billion (the highest revenue in the Vietnamese dairy market)

The reliance on foreign countries for raw materials significantly impacts production costs, as domestic sources fulfill only 30% of needs, with 70% imported from New Zealand, the US, the EU, and Japan This dependency leads to increased input costs, ultimately driving up product prices.

The government's support, in line with WTO policies, has led to a reduction in import taxes on dairy materials, presenting a significant opportunity to lower production costs This is particularly beneficial as imported milk powder constitutes 75% of the total supply.

With rising consumer demand driven by economic growth, there is an increasing interest in health-conscious choices, leading to higher consumption of dairy products This trend positions the dairy industry, particularly Vinamilk, in a promising growth phase with significant potential for development.

- High potential customer force: The trend of "Vietnamese people use Vietnamese products" to help dairy products be promoted first has increased the competitiveness of domestic dairy companies, including Vinamilk

The Covid-19 pandemic has significantly influenced consumer behavior, leading to increased purchases of staple foods like noodles and milk for storage This shift presents a valuable opportunity for Vinamilk to enhance its production and distribution of dairy products, capitalizing on the growing demand for essential food items during these uncertain times.

The competitive landscape in the market is intensifying, with a growing number of domestic rivals Additionally, Vinamilk faces significant competition from major global brands like Nestle and Dutch Lady.

The dairy industry in Vietnam faces challenges due to unstable input materials, primarily sourced from households that struggle to generate significant profits while contending with pressure from raw material buyers Additionally, a substantial portion of these raw materials is imported, further complicating the industry's dynamics.

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan focuses on innovative strategies to attract health-conscious consumers while emphasizing the unique taste and texture of the product The campaign aims to enhance brand visibility through targeted social media promotions and collaborations with influencers By highlighting the nutritional benefits and the premium quality of ingredients, Vinamilk seeks to differentiate its yogurt in a competitive market Additionally, the plan includes engaging promotional events and interactive consumer experiences to build brand loyalty and encourage repeat purchases Overall, the marketing strategy is designed to position Vinamilk's Black Sugar Pearl Love Yogurt as a must-try product for yogurt enthusiasts.

Possible Strategies

S3: Great and experienced leadership and management

S4: Leader in pricing products in the market

S6: Low price but high quality products

W1: The source of raw materials still depends on foreign countries

O4: Impact of the Covid-19 epidemic

S4,5,6+O2,3,4: Offer a price to support customers during the epidemic

W1+O1: Invest in transportation, preservation technology

T1: Many Competitors in the market

S8+T1: Take initiative in financial resources, limit the impact of interest

W1+T2: Invest from Organic farms to be more proactive in sourcing raw materials

The marketing plan for Vinamilk's Black Sugar Pearl Love Yogurt focuses on innovative strategies to capture the target market's attention By emphasizing the unique flavor profile and health benefits of the product, the plan aims to differentiate it from competitors Engaging social media campaigns and influencer partnerships will enhance brand visibility and attract a younger audience Additionally, promotional events and sampling initiatives will encourage trial and foster customer loyalty Overall, the marketing strategy seeks to position Vinamilk's Black Sugar Pearl Love Yogurt as a must-try product in the growing yogurt market.

Macro-environment Analysis

The EVFTA Agreement will reduce the import tax on dairy products from Europe to 3.5%

The dairy market is set to become increasingly competitive, with the implementation of a 0% tariff policy effective from August 2020 This change benefits European milk producers while prompting domestic dairy companies to enhance their capacity and improve the quality of their products.

- The management of market prices by state agencies is still lax The process of enforcing competition law against unfair competition acts is not really effective

- Milk inspection is still lax, only stopping at food safety inspection, but not controlling the content of substances that cause difficulties for dairy businesses

Investors are increasingly interested in ESG (environmental, social, governance) when investing in dairy companies Therefore, dairy companies have started to diversify their products

- In 2020, the covid pandemic has stunted the growth of the dairy industry

The GDP experienced a modest growth of 2.91%, marking the lowest increase from 2011 to 2020 This growth was hindered by the pandemic's impact on consumer demand and a 2.3% decline in average worker income, according to the GSO Consequently, the fast-moving consumer goods (FMCG) sector saw a 7% decrease in value, with the dairy industry specifically facing a 6% decline.

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan focuses on innovative strategies to capture the attention of health-conscious consumers By highlighting the unique blend of black sugar and pearl ingredients, the campaign aims to position this product as a premium choice in the yogurt market The marketing efforts will leverage social media platforms and influencer partnerships to engage a younger audience, while also emphasizing the product's health benefits and natural ingredients Additionally, promotional activities will include in-store tastings and special discounts to encourage trial and boost brand loyalty Overall, this comprehensive marketing approach seeks to enhance brand visibility and drive sales growth for Vinamilk's Black Sugar Pearl Love Yogurt.

In 2013, the domestic market showcased significant potential for growth, driven by a large population and a consumption increase rate of 1.2% The Ministry of Industry and Trade projected that by 2015, the consumption of liquid dairy products in the country would reach approximately 1.3 billion liters, translating to an average of 15 liters per person per year.

- People's intellectual level is increasingly improving => towards refreshment and nutrition products, health care, with beauty effects

The psychology of consuming foreign goods and distrusting Vietnamese goods still exists

It is possible to apply modern machinery systems, new management systems, and import processes and raw materials that have contributed to improving milk quality

Over 95% of dairy cows in Vietnam are owned by smallholder farmers, who face challenges such as low professionalism and limited feed resources Consequently, 80% of the feed must be imported, leading to high costs and unsatisfactory milk quality As a result, only 22-25% of the raw material needs are met, creating difficulties for businesses in the dairy sector, as noted by Mr Sign from the Vietnam Dairy Association.

Vietnam experiences a predominantly hot and humid monsoon climate, yet regions like Tuyen Quang, Lam Dong, and Ba Vi offer more temperate conditions These temperate areas are particularly conducive to high-quality grass cultivation, making them ideal for dairy cattle farming with enhanced productivity.

Vinamilk's Black Sugar Pearl Love Yogurt is a unique product that combines traditional yogurt with the trendy black sugar pearl ingredient, appealing to health-conscious consumers and dessert lovers alike The marketing plan focuses on leveraging social media platforms to engage with a younger audience, utilizing visually appealing content and influencer partnerships to enhance brand visibility Additionally, strategic promotions and collaborations with local cafes will help position the product as a must-try delicacy in the competitive yogurt market Emphasizing quality ingredients and innovative flavors, Vinamilk aims to capture market share and foster brand loyalty among consumers.

The climate is unfavorable for storage and processing which affects milk quality.

Competitors

- TH True Yogurt of TH True Milk

- Black pearl yoghurt of NutiMilk.

S.T.P ANALYSIS

Segmentation

Our team segments the market by the life cycle, buying decisions and mainly by age

Children aged 5 to 14 are in a crucial developmental stage, requiring ample food and hydration to support their nutritional needs for both learning and play.

Age 15-25: at this age, consumers will mostly be autonomous in their purchasing decisions, they will choose the right product lines for themselves, usually vibrant and youthful

Age 25 and up: They will tend to use nutritional products, supplement calcium for the body In addition, they also use yogurt to improve the digestive system and take care of beauty.

Targeting

According to the segmentation process, my team found that the suitable target market for this product would be the 15 -25 year old segment

This segment is targeted because consumers at this age seek innovative flavors and tastes, demonstrating awareness of their buying behavior and autonomy in purchasing decisions Active individuals in this demographic prefer fresh, delicious, and unique products Additionally, the rise of technology has led these consumers to frequently engage with food videos on social media platforms.

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan targets health-conscious consumers who actively engage on social media This demographic prefers convenient purchasing options, making it essential for the brand to streamline the buying process The rising demand for innovative yogurt products like black sugar pearl yogurt aligns perfectly with current consumer trends, positioning Vinamilk favorably in the market.

Positioning

The perceptual map for the yogurt line in the Vietnamese market illustrates the positioning of various brands based on two key dimensions: price and quality Each brand's logo size on the map reflects its respective market share, providing a clear visual representation of their competitive standing.

Picture 4.1: The perceptual map of yoghurt product line in Viet Nam market

Vinamilk dominates the Vietnamese yogurt market with the largest market share, positioning its products in a higher price segment than competitors like Yakult and TH True Yogurt, while offering lower quality compared to Acti-V by NultiMilk and Yakult Despite this, Vinamilk maintains consumer trust due to its established reputation and consistent quality over the years.

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan aims to strategically position the product in the competitive yogurt market The plan focuses on highlighting the unique flavor profile and health benefits of black sugar pearls, appealing to health-conscious consumers By utilizing targeted advertising campaigns and engaging social media strategies, Vinamilk seeks to enhance brand awareness and customer loyalty Additionally, the marketing plan includes collaborations with influencers to reach a wider audience and create buzz around the product Overall, the approach is designed to drive sales and establish Vinamilk as a leader in innovative yogurt offerings.

MARKETING MIX STRATEGIES

Product activities

Introducing Black Sugar Pearl Love Yoghurt, launched in Vietnam on April 9, 2021 This delicious yoghurt features 71% milk and 12% black sugar pearls, along with carefully selected additives to enhance flavor and promote health With a shelf life of 45 days from the manufacturing date, it comes in a convenient pack of four 100g boxes, housed in a special HIPS plastic container that complies with QCVN 12-1:2011/BYT food hygiene and safety standards Additionally, the product underwent medical safety testing at the Institute of Public Health in Ho Chi Minh City on March 30, 2021.

The Black sugar pearl Love Yogurt will provide customer with these outstanding features:

 Smooth yogurt blends with delicious black sugar flavor

 Naturally fermented yogurt, using a healthy strain of Bulgaricus yeast

 Modern enamel technology from Europe

 Yogurt brightens the skin, hydrates the skin to help it stay healthy

 The soft, flexible pearls make it enjoyable to chew

The Black Sugar Pearl Love Yoghurt is designed for adventurous customers aged 15 to 25, offering a unique and enjoyable experience With the rising popularity of bubble milk tea among teenagers, this product will diversify the market by introducing a delicious yogurt option with sugar pearls.

Despite being on the market for two months, Vinamilk's Black Sugar Pearl Love Yoghurt has not garnered significant consumer interest, leading to low profits for the company Research revealed that the product's taste and quality did not meet customer expectations, with reviews highlighting issues such as a lack of aroma, overly sharp sweetness, and instances of water separation, all of which negatively impacted the quality promised to consumers.

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan aims to capture the growing demand for innovative dairy products By leveraging unique flavors and health benefits, the brand seeks to differentiate itself in a competitive market Targeting health-conscious consumers and younger demographics, the strategy includes engaging social media campaigns and partnerships with influencers Additionally, the plan emphasizes sustainability and quality, ensuring that the product resonates with eco-aware customers Overall, Vinamilk is positioned to enhance its market presence and drive sales through this focused marketing approach.

With that in mind, our team decided to propose about the the decision of improve product quality by using advanced machine technologies to overcome the above-mentioned product conditions.

Price activities

Black sugar pearl Love yoghurt products are priced between VND 33,000 and VND 35,000; however, their sales are low compared to similar offerings This indicates that the current pricing is not optimal and requires adjustment to boost consumer interest.

The group plans to adjust the product price to VND 34,000 and implement a temporary discount, reducing the price to VND 30,000 per pack This promotion will last for approximately two weeks in late September 2021 and continue for another two weeks in early May 2022.

Place activities

Currently, Vinamilk only distributes at Vinamilk's own agents and large supermarket Aeon centers With this makes it difficult for consumers to reach to buy the product

The group recommends the following ideas:

- Further distribution to retail stores such as: convenience stores, green department stores, local retail stores, wholesalers, etc

- Cooperate with a number of distributors so that they can sell their products to customers faster, saving time for the company and for customers

-Sign contracts with familiar distributors to sell products and pay commissions when they reach sales in the month and year.

Promotion activities

 Currently, Vinamilk does not focus too much on communication for products, which leads to a lack of information and product identification to consumers

 For that reason, the team would like to propose measures based on the pull strategy as follows:

 Hire influencers, KOLs, product reviews on Facebook, Instagram, Bloggers to make it easier for followers to aware about the product faster

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan aims to capture the attention of health-conscious consumers while emphasizing the unique flavor profile and nutritional benefits of the product The strategy focuses on leveraging social media platforms to engage with a younger audience, utilizing visually appealing content and influencer partnerships Additionally, the plan includes promotional events and in-store tastings to enhance brand visibility and encourage trial By highlighting the product's premium ingredients and innovative formulation, Vinamilk seeks to establish itself as a leader in the yogurt market and drive sales growth.

 Send products and discounts to Influencers, KOLs, when customers buy products on the links of kols, they will get a discount

 Combined with new youtube , MV to promote products to their youtube viewers

 We will organize an event of “Buying 2 packs, get 1 free box of the Black sugar pearl Love yoghurt” in November of 2021 and January of 2022.

ACTION PLAN

The time to initiate this marketing plan is from 24 th June, 2021 to 24 th June, 2022 We decided to initiate monthy

Picture 6.1: Marketing plan timeline for the Black sugar pearl Love Yoghurt of

June July August September - October November December January February - April May June

6 th - 8 th Aug 2021, conduct distribution activities to retailers and sign contracts with major distributors

1 st – 5 th Aug 2021,Provide new information about the improved product on social media

24 th – 29 th Jun 2021, the marketing department will discuss and complete the plan

11 th – 17 th Jul 2021, the team will collect surveys and discuss on how to improve the product

“Buying 2 packs, get 1 free box of the Black sugar pearl Love yoghurt”

Begin at 1 st Sep 2021, introduce new improved products to the market

18 th – 31 st Jul 2021, Vinamilk will develop the improved product

2021, the team will conduct surveys to customers who have used the product on the fanpage and directly at the company's

From August 15 to 31, 2021, we focused on brainstorming innovative ideas and executing television commercials (TVCs) We aimed to launch trending music videos (MVs) across social networks and advertisements on various media platforms Additionally, we engaged influencers and key opinion leaders (KOLs) to review our products and offer exclusive discounts to their audiences.

16 th – 23 rd Jan 2022, launch the event again

19 th – 30 th Sep, launch promotional discount

1 st – 14 th Dec 2021, brainstorm ideas and release trending mvs on social media using images of black sugar pearl yogurt products

1 st - 14 th May 2022, Launch the promotional discount again

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan aims to capture the growing demand for innovative dairy products The strategy focuses on highlighting the unique flavor profile and health benefits of black sugar, appealing to health-conscious consumers Targeted advertising campaigns will leverage social media platforms to engage younger audiences, while collaborations with influencers will enhance brand visibility Additionally, promotional events and tastings will be organized to encourage trial and foster customer loyalty Overall, this comprehensive marketing approach seeks to establish Vinamilk as a leader in the premium yogurt segment.

CONCLUSION

Marketing Plan Summary

To boost sales of the Love Yogurt product line by 1.5% through the introduction of black sugar pearl yogurt, the team conducted a thorough S.W.O.T analysis to identify Vinamilk's strengths, weaknesses, opportunities, and threats This analysis informed the development of targeted strategies, focusing on the 15-25 age group as the primary market segment The team positioned Vinamilk's black sugar pearl yogurt within a strategic positioning map to guide long-term objectives Subsequently, they crafted a comprehensive marketing mix, encompassing product, price, place, and promotion strategies, and outlined an implementation plan spanning from June 24, 2021, to June 24, 2022.

Control Plan

The purpose of Vinamilk’s marketing plan is to serve as a guide for the organization The following areas will be monitored to gauge performance:

 Revenue: Monthly, which will be monitored by Ngọc Mai

 Expense: Monthly, which will be monitored by Anh Thư

Further growth of the company

With this marketing plan, we hope to able to use as the reference for the later plan of the company

Vinamilk's Black Sugar Pearl Love Yogurt is an innovative product that combines traditional flavors with modern health trends The marketing plan aims to target health-conscious consumers who seek unique and indulgent yogurt options By leveraging social media and influencer partnerships, Vinamilk intends to create brand awareness and engage with a younger audience The strategy includes promotional campaigns highlighting the product's natural ingredients and health benefits, positioning it as a premium choice in the yogurt market Ultimately, the goal is to establish Vinamilk as a leader in the dairy industry while catering to evolving consumer preferences.

LIST OF REFERENCES & ORGINALITY

Admin, G (2021) Top Review | Facebook https://www.facebook.com/groups/151787973464464

Supermarket, B hoa xanh (2021) Siêu thị Bách hoá XANH - Mua bán thực phẩm, sản phẩm gia đình https://www.bachhoaxanh.com/

Trang, B., Anh, D., Hao, N., Nguyen, N., Ngoc, P., & Hoang, V (2008) Marketing Plan

Concise Encyclopedia of Professional Services Marketing, 82–83 https://doi.org/10.4324/9780203884713.ch47

Vinamilk's consolidated financial report for the three-month period ending March 31, 2020, provides key insights into the company's performance during that timeframe The report can be accessed through their official website Additionally, Vinamilk's homepage offers comprehensive information about the company's products and services, showcasing its commitment to quality and innovation in the dairy industry For further details, visit their official site.

Vinamilk (2021b) Sữa chua VINAMILK LOVE YOGURT TRÂN CHÂU ĐƯỜNG ĐEN

MỚI! Ngon mê hoặc - YouTube https://www.youtube.com/watch?vvkFhuG9o

Vinamilk Marketing Plan (2019) Journal of Language Relationship, v–vi https://doi.org/10.31826/9781463235543-toc

Vinamilk's Black Sugar Pearl Love Yogurt is a unique product that combines the rich flavors of black sugar and the creamy texture of yogurt, catering to the growing demand for innovative dairy products The marketing plan focuses on targeting health-conscious consumers who seek indulgent yet nutritious options Key strategies include leveraging social media platforms for engaging campaigns, highlighting the product's natural ingredients, and promoting its health benefits Collaborations with influencers and strategic partnerships will enhance brand visibility and attract a wider audience Overall, this marketing plan aims to position Vinamilk's Black Sugar Pearl Love Yogurt as a must-try product in the competitive yogurt market.

APPENDIX

Financial

Vinamilk's black sugar pearl Love yoghurt is expected to generate total first-year sales revenue of 203 billion VND, with an average revenue of 30,000 VND per unit and a variable cost of 4,000 VND per unit, resulting in a sales volume of approximately 5.97 million units However, the company anticipates a first-year loss of around 40.6 billion VND Break-even analysis reveals that profitability will be achieved in the second year once sales exceed 4.85 million units, based on an average revenue of 30,000 VND per unit, variable costs of 4,000 VND, and estimated fixed costs of 19.39 billion VND for the first year.

Table 9.1: Break-even analysis table

Monthly Sales Break-Even 13.731.240.000 VND

Average Per-Unit Revenue 30.000 VND

Average Per-Unit Variable Cost 4.000 VND

Estimated Monthly Fixed Cost 1.615.440.667 VND

Vinamilk's Black Sugar Pearl Love Yoghurt marketing plan focuses on innovative strategies to capture the attention of health-conscious consumers The product combines the rich flavors of black sugar and pearls, appealing to the growing trend of unique and indulgent dairy products The marketing strategy emphasizes digital engagement, leveraging social media platforms to create buzz and foster community interaction Additionally, targeted promotions and collaborations with influencers aim to enhance brand visibility and attract a younger demographic Through these efforts, Vinamilk seeks to position itself as a leader in the competitive yoghurt market while promoting a healthier lifestyle.

Expense budget

Milestones Start Date End Date Budget Manager Department

Marketing plan completion 24/06/2021 29/06/2021 0 Hiếu Marketing

Collect surveys and come up with ideas for product improvement

Develop the improved product 18/07/2021 31/07/2021 1 billion Hiếu Marketing

Update new product on social media 01/08/2021 05/08/2021 0 Hiếu Marketing

Carry out distribution activities 06/08/2021 20/08/2021 10 billion Hiếu Marketing

Between August 15, 2021, and September 18, 2021, Mai Marketing executed its first advertising activity with a budget of 100 million Following this, a promotional activity took place from September 19 to September 30, 2021, with a budget of 10 million The second promotional activity occurred from November 1 to November 7, 2021, costing 2 million Subsequently, the second advertising activity was conducted from December 1 to December 14, 2021, with a budget of 6 million The third promotional activity ran from January 16 to January 23, 2022, with an investment of 1 million, and the fourth promotional activity was held from May 1 to May 14, 2022, costing 3 million.

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan focuses on innovative strategies to capture the growing health-conscious consumer market The product combines the rich flavors of black sugar and pearl tapioca, appealing to younger demographics seeking unique and nutritious snack options The marketing approach emphasizes social media engagement and influencer partnerships to enhance brand visibility and connect with target audiences Additionally, promotional campaigns will highlight the yogurt's health benefits, including probiotics and low-calorie content, positioning it as a guilt-free indulgence By leveraging these strategies, Vinamilk aims to strengthen its market presence and drive sales growth in the competitive yogurt segment.

Vinamilk’s Logo

Vinamilk specializes in the processing, manufacturing, and trading of dairy products, which are available not only in the domestic market but also in international markets, including Cambodia and the Philippines.

Increase sales of the Love Yogurt product line by 1.5% through the Black sugar pearl Love yogurt of Vinamilk from 23 rd June, 2021 – 23 rd June, 2022

- Maintain positive, strong growth each month

- Deliver the best quality to the customer with many offerings

- Improve products based on customer feedback

- Increase product recognition after improvement

- Create a TVC that captures the attention of potential customers

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan aims to capture the growing demand for innovative dairy products The strategy focuses on promoting the unique flavor and texture of the yogurt, appealing to health-conscious consumers and those seeking indulgent treats By leveraging social media and influencer partnerships, Vinamilk intends to enhance brand visibility and engagement The marketing campaign will also highlight the product's nutritional benefits, positioning it as a delicious yet healthy snack option Through targeted promotions and customer feedback, Vinamilk aims to build a loyal customer base and drive sales growth in a competitive market.

- Famous brand: Vinamilk is a company that has existed for 34 years in Vietnam and is well known in Vietnam and many countries around the world

- Marketing is highly effective: Advertising, PR, and Marketing programs are highly effective

- Great and experienced leadership and management: Vinamilk has a strong, experienced and ambitious leadership team proven by sustainable business profits

- Leader in pricing products in the market: In Vietnam, Vinamilk holds a large market share of 37%, of which 85% is in condensed milk and yogurt

- A wide diversity of products: There are 8 types of yogurt for people with different interests: in addition to Vinamilk Yogurt, there are Ong Tho condensed milk, Pasteurized drinking yogurt,

- Low price but high quality products: Product price is cheaper than imported products of the same type, but still retains high quality

Vinamilk boasts an extensive nationwide distribution network, covering 64 provinces with over 250 distributors and more than 135,000 sales points This vast reach enables Vinamilk to effectively engage a large customer base while facilitating the introduction of new products and the implementation of successful marketing strategies throughout the country.

 All Vinamilk's milk factories are imported from European countries such as Germany, Switzerland, and Italy to be used in production lines

 The company has input materials that meet international standards and are safe In addition, the company also invests in building Organic dairy farms to support milk production

Vinamilk’s Black Sugar Pearl Love Yogurt marketing plan focuses on innovative strategies to engage consumers and enhance brand loyalty The product combines traditional yogurt with the trendy black sugar pearl, appealing to a younger demographic seeking unique flavors The marketing approach includes social media campaigns, influencer partnerships, and promotional events to create buzz and drive sales Additionally, emphasizing the health benefits of yogurt while highlighting the indulgent experience of the black sugar pearls positions the product as both a nutritious and delightful treat This comprehensive strategy aims to capture market share in the competitive yogurt segment while fostering a strong emotional connection with consumers.

 Vinamilk has a fairly safe capital structure and high financial autonomy In 2020, Vinamilk achieved a total revenue of VND 59,723 billion (the highest revenue in the Vietnamese dairy market)

Domestic raw materials fulfill only 30% of production needs, with the remaining 70% sourced from countries like New Zealand, the US, the EU, and Japan This heavy reliance on foreign imports drives up input costs, consequently leading to higher product prices.

The government's support, aligned with WTO policy, has led to a reduction in import taxes on dairy materials, presenting a significant opportunity to lower production costs, especially since imported milk powder constitutes 75% of the supply.

The dairy industry is experiencing significant growth due to rising consumer demand driven by increased health awareness and economic development As consumers prioritize health, the consumption of dairy products is on the rise, presenting substantial development opportunities for Vinamilk.

- High potential customer force: The trend of "Vietnamese people use Vietnamese products" to help dairy products be promoted first has increased the competitiveness of domestic dairy companies, including Vinamilk

The Covid-19 epidemic has significantly influenced consumer behavior, leading many individuals to stock up on essential food items like noodles and milk This shift in purchasing patterns presents a unique opportunity for Vinamilk to enhance its dairy product offerings and expand its market presence.

Vinamilk faces increasing competition from domestic rivals while also contending with major global brands like Nestlé and Dutch Lady This competitive landscape challenges Vinamilk to enhance its market strategies and maintain its position in the industry.

The dairy industry in Vietnam is predominantly composed of small households that struggle to generate significant profits while facing pressure from raw material buyers Additionally, the sector relies heavily on imported raw materials, contributing to its instability.

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan aims to capture the attention of health-conscious consumers by highlighting its unique blend of traditional flavors and modern nutrition The product is designed to appeal to a younger demographic seeking innovative dairy options Strategic advertising campaigns will focus on social media platforms to engage potential customers and promote brand awareness Additionally, partnerships with influencers and health bloggers will enhance credibility and reach The marketing strategy will also incorporate promotions and sampling events to encourage trial and foster customer loyalty Overall, the plan emphasizes quality, taste, and health benefits to position Vinamilk as a leader in the yogurt market.

S3: Great and experienced leadership and management

S4: Leader in pricing products in the market

S6: Low price but high quality products

W1: The source of raw materials still depends on foreign countries

O4: Impact of the Covid-19 epidemic

S4,5,6+O2,3,4: Offer a price to support customers during the epidemic

W1+O1: Invest in transportation, preservation technology

T1: Many Competitors in the market

S8+T1: Take initiative in financial resources, limit the impact of interest

W1+T2: Invest from Organic farms to be more proactive in sourcing raw materials

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan aims to capture the growing demand for innovative dairy products This strategy focuses on highlighting the unique taste and health benefits of black sugar and pearl ingredients Targeting health-conscious consumers, the campaign will utilize social media and influencer partnerships to enhance brand visibility Additionally, promotional activities will emphasize the product's quality and authenticity, appealing to both young and mature audiences By leveraging these tactics, Vinamilk seeks to establish a strong market presence and drive sales growth in the competitive yogurt sector.

The EVFTA Agreement will reduce the import tax on dairy products from Europe to 3.5%

By August 2020, the dairy market is expected to see a 0% tariff within the next 3-5 years, enhancing competition as European milk gains an advantage This change compels domestic dairy companies to boost their production capacity and improve the quality of their products to remain competitive in the market.

- The management of market prices by state agencies is still lax The process of enforcing competition law against unfair competition acts is not really effective

- Milk inspection is still lax, only stopping at food safety inspection, but not controlling the content of substances that cause difficulties for dairy businesses

Investors are increasingly interested in ESG (environmental, social, governance) when investing in dairy companies Therefore, dairy companies have started to diversify their products

- In 2020, the covid pandemic has stunted the growth of the dairy industry

In the period from 2011 to 2020, GDP experienced a modest increase of 2.91%, marking the lowest growth rate during this timeframe The epidemic adversely impacted consumer demand, leading to a 2.3% decline in the average income of workers, as reported by the GSO Consequently, the fast-moving consumer goods (FMCG) sector saw a 7% reduction in value, with the dairy industry specifically facing a 6% decrease.

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan focuses on innovative strategies to capture the growing yogurt market This product combines unique flavors and premium ingredients to appeal to health-conscious consumers The marketing strategy emphasizes digital engagement and social media campaigns to attract a younger audience Additionally, Vinamilk aims to leverage partnerships with influencers to enhance brand visibility and credibility The plan includes promotional activities and in-store tastings to encourage trial and increase customer loyalty Overall, the marketing approach is designed to position Vinamilk as a leader in the yogurt segment while meeting consumer demands for quality and taste.

The perceptual map of yoghurt product line in Viet Nam market

Vinamilk dominates the Vietnamese yogurt market, holding the largest market share Its yogurt products are priced higher than those of Yakult and TH True Yogurt, yet are perceived as lower quality compared to Acti-V from NultiMilk and Yakult Despite this, Vinamilk's established reputation and consistent quality over the years continue to foster consumer trust in its products.

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan aims to capitalize on the growing trend of innovative dairy products The strategy focuses on targeting health-conscious consumers who seek unique flavors and textures By leveraging social media and influencer partnerships, Vinamilk intends to enhance brand visibility and engage with a younger audience The marketing campaign will highlight the product's premium quality and health benefits, positioning it as a must-try indulgence in the yogurt market Through effective promotional strategies and consumer education, Vinamilk aims to establish a strong market presence and drive sales growth for this innovative yogurt variant.

Introducing Black Sugar Pearl Love Yoghurt, launched in Vietnam on April 9, 2021 This delicious yoghurt features a blend of 71% milk and 12% black sugar pearls, along with other additives for enhanced flavor and health benefits With a shelf life of 45 days from the manufacturing date, it is conveniently packaged in a set of four 100g boxes The yoghurt is housed in a special HIPS plastic container that complies with food hygiene and safety standards as per QCVN 12-1:2011/BYT Additionally, it has undergone medical safety testing at the Institute of Public Health in Ho Chi Minh City on March 30, 2021.

The Black sugar pearl Love Yogurt will provide customer with these outstanding features:

 Smooth yogurt blends with delicious black sugar flavor

 Naturally fermented yogurt, using a healthy strain of Bulgaricus yeast

 Modern enamel technology from Europe

 Yogurt brightens the skin, hydrates the skin to help it stay healthy

 The soft, flexible pearls make it enjoyable to chew

The Black Sugar Pearl Love Yoghurt is designed for adventurous individuals aged 15 to 25, offering an exceptional experience that caters to their desire for exploration and enjoyment With the rising popularity of bubble milk tea among teenagers, this innovative product will diversify the milk tea market by introducing a unique blend of yogurt and sugar pearls.

Despite being on the market for two months, Vinamilk's Black Sugar Pearl Love Yoghurt has not garnered significant consumer interest, resulting in low profits for the company Research indicates that the product's taste and quality have not met customer expectations Specific complaints include an unpleasant scent, overly sharp sweetness, and instances of water separation, all of which detract from the quality that consumers expect.

Vinamilk's Black Sugar Pearl Love Yogurt marketing plan focuses on promoting a unique product that combines traditional flavors with modern appeal The strategy emphasizes health benefits and the use of high-quality ingredients to attract health-conscious consumers Engaging social media campaigns and collaborations with influencers aim to enhance brand visibility and connect with younger audiences Additionally, targeted promotions and in-store tastings are designed to encourage trial and boost sales Overall, the marketing plan seeks to establish Vinamilk as a leader in the yogurt market by leveraging innovative flavors and effective communication strategies.

With that in mind, our team decided to propose about the the decision of improve product quality by using advanced machine technologies to overcome the above-mentioned product conditions

Black sugar pearl Love yoghurt products are priced between VND 33,000 and VND 35,000; however, their sales are lower compared to similar offerings, indicating that the current pricing may not be appropriate and requires adjustment.

The group plans to adjust the product price to VND 34,000 and implement a temporary discount, reducing the price to VND 30,000 per pack This promotional offer will be available for a duration of two weeks at the end of September 2021 and the first two weeks of May 2022.

Currently, Vinamilk only distributes at Vinamilk's own agents and large supermarket Aeon centers With this makes it difficult for consumers to reach to buy the product

The group recommends the following ideas:

- Further distribution to retail stores such as: convenience stores, green department stores, local retail stores, wholesalers, etc

- Cooperate with a number of distributors so that they can sell their products to customers faster, saving time for the company and for customers

-Sign contracts with familiar distributors to sell products and pay commissions when they reach sales in the month and year

 Currently, Vinamilk does not focus too much on communication for products, which leads to a lack of information and product identification to consumers

 For that reason, the team would like to propose measures based on the pull strategy as follows:

 Hire influencers, KOLs, product reviews on Facebook, Instagram, Bloggers to make it easier for followers to aware about the product faster

Vinamilk’s Black Sugar Pearl Love Yogurt is a unique product that combines traditional yogurt with the trendy black sugar pearl, catering to the growing demand for innovative dairy products The marketing plan focuses on targeting health-conscious consumers and young adults who enjoy trendy food experiences Key strategies include leveraging social media platforms for brand awareness and engaging influencers to promote the product Additionally, promotional campaigns will highlight the yogurt's health benefits and the delightful texture of the black sugar pearls, aiming to create a strong emotional connection with customers Through these efforts, Vinamilk aims to establish itself as a leader in the yogurt market while appealing to modern consumer preferences.

 Send products and discounts to Influencers, KOLs, when customers buy products on the links of kols, they will get a discount

 Combined with new youtube , MV to promote products to their youtube viewers

 We will organize an event of “Buying 2 packs, get 1 free box of the Black sugar pearl Love yoghurt” in November of 2021 and January of 2022

The time to initiate this marketing plan is from 24 th June, 2021 to 24 th June, 2022 We decided to initiate monthy.

Marketing plan timeline for the Black sugar pearl Love Yoghurt of Vinamilk