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

The Financial University of Finance – Marketing The Marketing Department FINAL EXAM ASSIGNMENT VINAMILK’S BLACK SUGAR PEARL LOVE YOGHURT MARKETING PLAN Course Name: Marketing Management Course’s code: 2021702006006 Team’s members names and IDs: Trần Trọng Hiếu – 1921005431 Huỳnh Ngọc Anh Thư – 1921005676 Lương Ngọc Mai – 1921005518 Team’s Class: CLC_19DMA06 Hồ Chí Minh City, 2021 Tieu luan Table of Contents TABLE OF FIGURES TABLE OF PICTURES EXECUTIVE SUMMARY INTRODUCTION 2.1 Company introduction 2.2 Mission Statement 2.3 Strategic Objectives S.W.O.T & MACRO-ENVIRONMENT ANALYSIS 3.1 S.W.O.T Analysis 3.1.1 Strengths 3.1.2 Weaknesses 3.1.3 Opportunities 3.1.4 Threats 3.2 Possible Strategies 3.3 Macro-environment Analysis 10 3.3.1 Political environment 10 3.3.1.1 Opportunities: 10 3.3.1.2 Threats: 10 3.3.2 Economic environment 10 3.3.2.1 Opportunities 10 3.3.2.2 Threats: 10 3.3.3 Social environment 11 3.3.3.1 Opportunities 11 3.3.3.2 Threats 11 3.3.4 Technological environment 11 3.3.4.1 Opportunities 11 3.3.4.2 Threats 11 Tieu luan (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN 3.3.5 3.3.5.1 Opportunities 11 3.3.5.2 Threats 12 3.4 Enviromental condition 11 Competitors 12 S.T.P ANALYSIS 12 4.1 Segmentation 12 4.2 Targeting 12 4.3 Positioning 13 MARKETING MIX STRATEGIES 14 5.1 Product activities 14 5.2 Price activities 15 5.3 Place activities 15 5.4 Promotion activities 15 ACTION PLAN 16 CONCLUSION 17 7.1 Marketing Plan Summary 17 7.2 Control Plan 17 7.3 Further growth of the company 17 LIST OF REFERENCES & ORGINALITY 18 APPENDIX 19 9.1 Financial 19 9.2 Expense budget 20 10 APPENDIX: MEMBER’S GROUP WORK ASSESSMENTS 21 Tieu luan (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN TABLE OF FIGURES Table 3.1: S.W.O.T Analysis & Strategies Table 9.1: Break-even analysis table 19 Table 9.2: Marketing Plan Milestones 20 TABLE OF PICTURES Picture 2.1: Vinamilk’s Logo Picture 4.1: The perceptual map of yoghurt product line in Viet Nam market 13 Picture 6.1: Marketing plan timeline for the Black sugar pearl Love Yoghurt of Vinamilk 16 Tieu luan (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN EXECUTIVE SUMMARY In this modern busy life, when people have to work continuously, they have to study to prepare for the incoming event in their life, for their family, friends, etc especially in the recent Covid-19 pandemic, where the economic suffered greatly, living condition are getting worse to every family, etc But in the end, health are the only thing that matters the most in every person’s life If a person is not in a good condition, their immune systems are weak, physical strength is not enough to move themselves, etc then it is very dangerous for them because of the variety of diseases, especially in these days, where Covid-19 could kill people For that reason, we must prepare ourselves a planned diet, we must choose our food carefully and drink water daily to enhance our health With that in mind, one the best food to improve our health is yoghurt A product made from milk, which was fermentated to create bacteria that support the digestive systems, supplementing zinc and calcium for humans This product have been produce and used all over the world since a very long time ago, it has been created under many kinds of styles, flavour, etc from a large variety of dairy companies in this world And in Viet Nam, there is a company specializing in manufacturing and trading milk with other dairy products as well as related equipment and machinery that existed for a long time and was trusted by a large amount of people in Viet Nam It’s the Vinamilk company Vinamilk has produced many types of yoghurt products over the years, and in those yoghurt products we see a potential product that can greatly help Vinamilk grow in the future, which is the Black sugar pearl Love Yoghurt In this report, we will focus on providing: an overview of the company, the mission statement of this marketing plan, specific objectives to implement in the first year, then we will conduct a S.W.O.T with macro-environment analysis, followed by an STP analysis, marketing mix, and a specific action plan with a clear timeline and a financial forecast The final section will be summarizing the whole plan and discuss on the control plan for the first year Tieu luan (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN INTRODUCTION 2.1 Company introduction Vinamilk, in full is Vietnam Dairy Products Joint Stock Company Vinamilk was founded sice 20th August, 1976 and owned 14 active factories all over Viet Nam Vinamilk’s logo: Picture 2.1: Vinamilk’s Logo Vinamilk has business activities in processing, manufacturing and trading dairy products These products are not only sold domestically but also in some other countries in the world market such as Cambodia, Philippines, etc 2.2 Mission Statement Increase sales of the Love Yogurt product line by 1.5% through the Black sugar pearl Love yogurt of Vinamilk from 23rd June, 2021 – 23rd June, 2022 2.3 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 Tieu luan (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN MARKETING MIX STRATEGIES 5.1 Product activities Product’s name: Black sugar pearl Love Yoghurt, was first introduced to the Viet Nam market in 9th April, 2021 Product’s ingredients include of milk (71%), black sugar pearls (12%) and other additives to ensure the great taste of the black sugar pearl and consumers’ health Yoghurt gas a shelf life of 45 days since the manufacture date and is packed in pack of boxes with a weight of 400g This product contained in a special HIPS plastic container for food and meets food hygiene and safety requirements according to QCVN 121:2011/BYT In addition, the product has been tested for medical safety 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 With those amazing feature of the product and the characteristics of our targeted segment ranging the age between 15 and 25, who love to explore new things and love to enjoy the experiences, the Black sugar pearl Love Yoghurt will definitely provide the best experience to the customer Not only that, with the growing trend of teenagers consuming bubble milk tea recently, this product will help diverse the scale of the milk with sugar pearls on the market However, after Vinamilk has introduced on the market for months, it seems like not many consumer come to take interest in this product As this result in the low profit of the product to the company After doing some research discovered that the Black sugar pearl Love yoghurt had some issue with the taste and quality not reaching the standards of the customer Specifically, in some reviews, customers have complaints about the unscented scent, sharp sweetness and some products appear water separation, negatively affecting the quality promised by the product bring to consumers Tieu luan (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN 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 5.2 Price activities Black sugar pearl Love yoghurt products are currently sold at prices ranging from VND 33.000 - VND 35.000, but now the product is not bought much compared to similar products, showing that this price is not suitable, need to be adjusted For that reason, the group will propose to adjust the product price of VND 34.000 and organize a short-term price discount of VND 30,000 per pack for about half a month, specifically on the last weeks of September 2021 and the first weeks of May 2022 5.3 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 5.4  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 Tieu luan (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN  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 packs, get 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 24th June, 2021 to 24th June, 2022 We decided to initiate monthy 24th – 29th Jun 2021, the marketing department will discuss and complete the plan June 1st – 10th Jul 2021, the team will conduct surveys to customers who have used the product on the fanpage and directly at the company's 1st – 5th Aug 2021,Provide new information about the improved product on social media 18 – 31 Jul 2021, Vinamilk will develop the improved product th July st August 11th – 17th Jul 2021, the team will collect surveys and discuss on how to improve the product 6th - 8th Aug 2021, conduct distribution activities to retailers and sign contracts with major distributors 19th – 30th Sep, launch promotional discount September - October 15th – 31st Aug 2021, brainstorming ideas and implementing TVCs, can release trending MVs on social networks, ads on media platforms, and hire influencers and KOLs to review products and give them disocounts 1st – 14th Dec 2021, brainstorm ideas and release trending mvs on social media using images of black sugar pearl yogurt products Begin at 1st Sep 2021, introduce new improved products to the market November st th December – Nov 2021, Launch an event of “Buying packs, get free box of the Black sugar pearl Love yoghurt” 1st - 14th May 2022, Launch the promotional discount again January February - April 16th – 23rd Jan 2022, launch the event again Picture 6.1: Marketing plan timeline for the Black sugar pearl Love Yoghurt of Vinamilk Tieu luan May June (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN CONCLUSION 7.1 Marketing Plan Summary With the mission of increasing sales of the Love Yogurt product line by 1.5% through the black sugar pearl yogurt, the team has analyzed the company's strengths, weaknesses, the opportunities and threats that the company might face from the market After analyzing S.W.O.T, the team came up with a number of strategies that can be applied to Vinamilk Next, the team conducted STP analysis and selected the segment of the age group from 15-25 years old to be the target segment and located Vinamilk's black sugar pearl yogurt product on the positioning map to identify the target segment the direction to go for this plan and the company in the long-term Completing the company analysis and positioning the company, the team proceeded to develop the marketing mix including product activities, price activities, place activities and promotion activities After analyzing the marketing mix strategy, the team proceeded to plan the implementation from June 24, 2021 to June 24, 2022 7.2 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  New-product development  Customer satisfaction 7.3 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 Tieu luan (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN 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 (2020) Báo cáo tài hợp niên độ cho giai đoạn ba tháng kết thúc ngày 31 tháng năm 2020 https://www.vinamilk.com.vn/static/uploads/article/1588158638cd1de8c833fdbb9a8672fce4ab532270612e2256dce449ef583d53c939d5e58a.pdf Vinamilk (2021a) Home - Vinamilk https://www.vinamilk.com.vn/en Vinamilk (2021b) Sữa chua VINAMILK LOVE YOGURT TRÂN CHÂU ĐƯỜNG ĐEN MỚI! Ngon mê - YouTube https://www.youtube.com/watch?v=f5NvkFhuG9o Vinamilk Marketing Plan (2019) Journal of Language Relationship, v–vi https://doi.org/10.31826/9781463235543-toc Tieu luan (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN APPENDIX This section will offer the financial overview of Vinamilk related to marketing activities Vinamilk will address financial stats, the expense budget, and indicate how these activities link to the marketing strategy 9.1 Financial Total first-year sales revenue for the black sugar pearl Love yoghurt of Vinamilk is projected at 203.000.000.000VND, with an average per-unit revenue is 30.000VND and average per-unit variable cost is 4.000VND for unit sales volume of 5.970.588 We anticipated a first-year loss of up to 40.600.000.000VND Break-even analysis calculations indicate that the black sugar pearl yoghurt - Love Yogurt Vinamilk will be profitable after the sales volume exceeds 4.846.322 during the product’s second year Our break-even analysis assumes average per-unit revenue of 30.000VND, variable cost of 4.000VND per unit, and estimated first-year fixed cost of 19.385.288.000VND With these assumptions, the breakcalculation is: Table 9.1: Break-even analysis table Table 9.1 Break-Even Analysis Break-Even Analysis: Monthly Units Break-Even 403.860 Monthly Sales Break-Even 13.731.240.000 VND Assumptions: Average Per-Unit Revenue 30.000 VND Average Per-Unit Variable Cost 4.000 VND Estimated Monthly Fixed Cost 1.615.440.667 VND Tieu luan (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN 9.2 Expense budget Table 9.2: Marketing Plan Milestones (Currency: VND) Table 9.2 Milestones Plan Milestones Marketing plan completion Survey Collect surveys and come up with ideas for product improvement Develop the improved product Update new product on social media Carry out distribution activities Advertising activity #1 Promotional activity #1 Promotional activity #2 Advertising activity #2 Promotional activity #3 Promotional activity #4 Start Date 24/06/2021 01/07/2021 End Date 29/06/2021 10/07/2021 Budget 25 mil Manager Hiếu Thư Department Marketing Marketing 11/07/2021 17/07/2021 million Thư Marketing 18/07/2021 31/07/2021 billion Hiếu Marketing 01/08/2021 05/08/2021 Hiếu Marketing 06/08/2021 20/08/2021 10 billion Hiếu Marketing 15/08/2021 19/09/2021 01/11/2021 01/12/2021 16/01/2022 01/05/2022 18/09/2021 30/09/2021 07/11/2021 14/12/2021 23/01/2022 14/05/2022 100 million 10 million million million million million Mai Mai Mai Mai Mai Mai Marketing Marketing Marketing Marketing Marketing Marketing Totals 11.152 million Tieu luan (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN (TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN(TIEU.LUAN).FINAL.EXAM.ASSIGNMENT.VINAMILK’S.BLACK.SUGAR.PEARL.LOVE.YOGHURT.MARKETING.PLAN