(Tiểu luận) reports ubject marketing communication in digital agetopic marketing plan – m o i cosmetic vietnam

Trang 1 FOREIGN TRADE UNIVERSITY MARKETING AND COMMUNICATION DEPARTMENT***REPORTSubject: Marketing Communication in Digital AgeTopic: Marketing Plan – M.O.I Cosmetic Vietnam*** GROUP 5Ng

FOREIGN TRADE UNIVERSITY

MARKETING AND COMMUNICATION DEPARTMENT

***

REPORT Subject: Marketing Communication in Digital Age

Topic: Marketing Plan – M.O.I Cosmetic Vietnam

***

GROUP 5

Ngô Thị Thu Huyền 2105000197

Nguyễn Hải Linh 2205003020

Phan Ngọc Minh 2205003013

Nguyễn Kiều Anh 2305001010

Trần Đức Quốc Bảo 2205003013

Hà Nội, ngày 22/12/2023

CHAPTER 1: INTRODUCTION 2

CHAPTER 3: A STAKEHOLDER ANALYSIS OF THE PROJECT 11 CHAPTER 4: A PROJECT CHARTER FOR THE PROJECT 12

CHAPTER 5: A WORK BREAKDOWN STRUCTURE FOR THE PROJECT 16

CHAPTER 7: THE ESTIMATED BUDGET FOR THE PROJECT 20 CHAPTER 8: DEVELOP AN IN-DEPTH SCHEDULE 20 CHAPTER 9: A PRELIMINARY RISK ANALYSIS 22

TH Dairy Foods Joint Stock Company was established on February 24, 2009, as the first company of the TH Group with an investment project in industrial dairy farms, modern milk processing technology and methodical distribution system TH Group was established with financial advice from Bac A Commercial Joint Stock Bank.

In addition to providing financial services and social security activities, Bac A Commercial Joint Stock Bank especially focuses on investing in the milk and food processing industry

From that starting point, TH Group is gradually developing to become a leading manufacturer in Vietnam providing clean food products originating from nature, including fresh milk, meat, vegetables and fruits clean, seafood of international quality

TH Dairy Food Joint Stock Company has invested in a high- end management system and a closed, synchronous production process according to international standards from growing grass, building barns, processing food for cows, and managing food veterinary treatment, processing and packaging, until product distribution to consumers The barn system applies the most advanced livestock technology in the world Cows are imported from countries famous for dairy farming such as New Zealand, Uruguay, Canada to ensure the best source of dairy cows for the best quality milk

Head office: 166 Nguyen Thai Hoc, Quang Trung Ward, Vinh City, Nghe An Province

Since its inception, TH True Milk has received countless awards and certifications both domestically and internationally Some outstanding achievements of TH True Milk include:

In 2019, received a certificate of merit from the Prime Minister for outstanding achievements in implementing Resolution Central 7, term X on agriculture, farmers and rural areas.

Gold New Product of the Year award at the 2019 Stevie Awards

Vietnam Digital Technology Award - Outstanding Digital Technology Application in the field of Agriculture at Vietnam Digital Awards 2018

Best Dairy Farm category at VietStock Awards 2018

Regarding its vision, TH Group wishes to become Vietnam's leading manufacturer in the clean food industry originating from nature With serious and long- term

investment combined with the world's most modern technology, we are determined to become a world- class food brand that every home trusts, everyone loves and the nation is proud of

Regarding mission, with the spirit of being close to nature, TH Group always tries its best to nurture Vietnamese body and soul by providing food products originating fromnature - clean and safe, fresh and nutritious

TH Group's product portfolio currently includes TH true MILK sterilized fresh milk products: pure sterilized fresh milk made from 100% fresh cow's milk, low- sugar sterilized fresh milk, sterilized fresh milk with sugar, strawberry flavored sterilized fresh milk, chocolate flavored sterilized fresh milk,

In addition to the dairy product line, TH still has other types of products: TH true veg,

TH true yogurt, TH true ice cream, TH true cheese, TH true butter,

When entering the Vietnamese dairy market, TH True Milk took advantage of the abundant natural resources in Vietnam to filter the most quintessential things from nature and bring clean glasses of milk to people

Besides, with the brand "Clean Milk", TH True Milk has succeeded in hitting the psychology of young mothers and in modern times when the environment is

increasingly polluted, leading to unsafe food Therefore, the issue of food safety is given top priority and TH Milk has tapped into that psychology of consumers

CHAP TE R 2 : P ROJE CT S ELE CTIO N

The first project produces Organic Nut Milk - Nutritional drink for the health ofthe whole family According to experts, to increase resistance and help the body stay

healthy against disease, each individual needs to establish a healthy diet rich invitamins and minerals for the body Organic Nut Milk is one of the healthiest drinksfor the whole family, especially during this pandemic season The product is 100%made from organic nuts containing many valuable nutrients such as oats, almonds,rice, wheat Vitamins and minerals found in nuts are good for heart health, reducingheart disease inflammation, strengthen the immune system, prevent oxidation, slowdown the aging process, maintain youthful beauty, prevent the growth of cancer cells.Organic Nut Milk has the mild aroma and moderate taste of precious nuts, and hasbeen proven to provide healthy unsaturated fats.

The second project produces Oat Milk It is an energy supplement for everyone,especially children A glass of milk a day provides many nutrients for your baby Atthe same time, milk helps replenish energy for babies to function all day long OatMilk is mainly made from oats and sugar, usually done by soaking and mixingoatmeal with water then filtering them through a layer of cloth to separate the milk.Oat Milk is currently popular with many people because it is very good for health,especially for children Oat Milk has nutritional value no less than pure oats A glass

of Oat Milk can help supplement important and essential nutrients includingpotassium, calcium, iron and vitamins A, D, etc Oat Milk is special in that it does notcontain many allergens such as in common types of milk on the market today Notonly that, Oat Milk also contains beta-glucans, a soluble fiber that has a very goodsupport function for our cardiovascular system

The third project produces Organic Rice Milk - Distilled essence from highquality ingredients The "plus point" of organic rice milk is that it does not add refinedsugar, giving consumers new, better health options The special product is wellreceived by young women, the "powerful chefs" in every family Organic rice milkoffers this generation of active women the most complete solution: A drink that is bothhealthy for the whole family and convenient for taking care of their own health andbeauty Organic rice milk is completely natural, does not contain synthetic chemicals,

ensures safety and is good for human health Not only that, with outstanding nutrientsfrom high quality organic Italian rice (Vitamin E, B, Manganese, Phosphorus,Calcium, Carbohydrates, antioxidants, fiber, ), rice milk Organic Natumi is a healthydrink that helps strengthen the body's resistance, provides necessary nutrients,replenishes energy, and can be used regularly every day for family members Inaddition, the product is supplemented with Lithothamnium Calcareum calcium content

of plant origin (seaweed) With just one 200ml glass of rice milk, you have met 30%

of your body's daily calcium needs Organic rice milk does not contain cholesterol and

is very good for the heart and people with cholesterol problems Not only that, this is aproduct that does not use refined sugar, only has a mild sweet taste due to the naturalfermentation process, suitable even for people with blood sugar problems The product

is safe and nutritious, without chemicals or dyes, so it can also be used for youngchildren (over 1 year old) and pregnant women

The goal of these project is to introduce the new product by 2025 Our teamassigns the precise tasks for every stage of the project by breaking it down into foursections In addition, there are five people on the project team It is our wish that theproject will begin with the best outcome

Firstly, to use this method, we need to introduce some criteria and subcriteria forcomparing The criteria and subcriteria are based on those projects’ generalinformation and background

Table 1 Hierarchy of Selection Criteria Choices

Hierarchy of Selection Criteria Choices

1 Financial benefit 1.a: Long- term benefit

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2 Contribution to TH True

Milk’s goals

2.a: Time to get the benefit 2.b: Satisfying the demands of the Board of Directors (BoD)

3 Operating cost 3.a: The scale of human resources evolving

3.b: Initial cost (machines, factories, supply, etc.) requirement

Subsequently, we allocate the weight to each criterion and subcriteria according tothe existing state of affairs and the goals of TH True Milk

Table 2 Hierarchy of Selection Weighted Criteria

Hierarchy of Selection Weighted Criteria

Goal (1.0)

b Satisfying the demands of the BoD (0.5)

a The scale

of HR evolving (0.45)

b Initial cost requirement (0.55)

Finalizing the Analytical Hierarchy Process involves allocating numerical values

to each evaluation dimension in both normal and priority scenarios For that reason,

we offer the table below

Table 3 Assigning Numerical Values to Dimensions

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B 0.226

Excellen t

Poor

Very Poor Neutral

Very Poor Ver

y Poor

Excellen t

Poor Poor

The Produce Organic Nut Milk project receives the highest score in the AnalyticalHierarchy Process results, indicating that it is most advantageous and fit for TH TrueMilk's current circumstances It has a favorable financial result throughout the longand short terms It satisfies the needs of the Board of Directors and can be finished theearliest of the three projects listed In addition, the Produce Oat Milk and ProduceOrganic Rice Milk projects have lower initial capital and human resourcerequirements

Financial Model (the Net Present Value)

When choosing a project, the financial component is a crucial factor to take intoaccount Therefore, we compare the aforementioned three projects using the NetPresent Value technique A successful conclusion in this strategy means that theproject will increase the firm's worth in addition to generating revenue

The required rate of return and the inflation rate are needed to complete thisprocedure The weighted average cost of capital (WACC) of TH True Milk, which is9% in 2022, is used in this research to determine the required rate of return.Furthermore, Vietnam's inflation rate in 2022 is 3% As a result, in TH True Milk'scurrent circumstances, the Discounted Rate is 12%

For the Produce Organic Nut Milk project, the first investment amount is 100,000dollars; for the Produce Organic Rice Milk project, it is 250,000 dollars; and so on.Additionally, the projected net cash flows for the Produce Organic Nut Milk, Produce

Oat Milk, and Produce Organic Rice Milk projects are 50,000, 60,000, and 40,000dollars, respectively Utilizing the data above, our team calculates the Net PresentValue for every project.

- Produce Organic Nut Milk

Table 5 The Net Present Value for the Produce Organic Nut Milk project

- Produce Oat Milk

Table 6 The Net Present for the Produce Oat Milk

-250,000

-250,000.00

3 60,000 0.7 42,000.00

- Produce Organic Rice Milk

Table 7 The Net Present Value for Produce Rice Milk project

-100,000

1.00

100,000.00

Only the initial initiative yielded positive outcomes, according to the data As aresult, the only initiative that can progress TH True Milk at this time is the ProduceOrganic Nut Milk project

Based on a comparison of two fictional projects, Produce Organic Nut Milk is thebest option for TH True Milk The requirements of TH True Milk's Board of Directorsare sufficiently met by the Organic Nut Milk With a judicious initial investment, it is

seen as a project with both short- and long-term benefits The project's cost may belowered because there won't be an excessive amount of human resources needed Furthermore, this enterprise should begin turning a profit as soon as possible.When this product is launched into the market as soon as the project is finished, THTrue Milk will be able to make money rapidly.

CHAP TE R 3: A STA KE HOL DE R A NAL YSI S OF THE P ROJE CT

TH applies a self- sufficient policy from raw materials to create milk to food forcows Autonomy in supply makes it easy to manage and predict quantity and quality.Ensuring both quality and quantity, helping to produce more standard products

Raw fresh milk is provided by TH True Milk itself from raw fresh milk from aherd of nearly 100,000 cows that ensures all standards and is strictly tested forfreshness, acidity, microbiological criteria, and metal content heavy from cow's milk

To obtain pure cow's milk and ensure quality, cow feed is also guaranteed Bygrowing its own large grass fields, TH True Milk also purchases more than 150 billionVND of biomass corn from farmers each year

Building long- term and sustainable development goals for major domestic andforeign suppliers is TH True Milk's main goal to ensure a stable supply of rawmaterials not only of high quality but also at reasonable prices both very competitive

In addition, dairy farms are our very important strategic partners in providingconsumers with top quality products Milk purchased from farms must always meetthe quality standards signed between TH True Milk company and domestic dairyfarms

TH True Milk's demand for raw milk has continuously increased rapidly over thepast many years To serve this need, on the one hand, the company has proactivelyinvested in industrial- scale farms, and on the other hand, has continuously

strengthened the purchasing and development of fresh milk areas from households.

TH True Milk strengthens the localization of milk raw materials

All TH True Milk products are manufactured on modern machinery and equipmentsystems from Sweden, European - G7 countries and are strictly controlled according

to the quality management system according to ISO international standards by thecompanies The world's leading certified company At the same time, all TH TrueMilk products are guaranteed to be fully disclosed in accordance with the law and arealways under direct and indirect supervision by the authorities Every day, each THTrue Milk factory produces tens of millions of cans of milk of all kinds with strictcontrol of input materials; cleaning machinery, equipment and production workshops;production process until shipment They confidently affirm that with this controlprocess and strict supervision of the authorities, TH True Milk products whenexported ensure quality and food safety and hygiene in accordance with regulationspublished standards

CHAP TE R 4: A PR OJE CT CHA RTE R FOR TH E PRO JECT

INTR OD UCTI ON AN D B AC KGRO UN D

A well-known dairy company in Vietnam is called TH True Milk In order to keep

up its leading position, TH True Milk concentrates on developing novel products thatwill both draw in new potential consumers and hook existing ones The ProduceOrganic Nut Milk project has been selected and advanced as a result

But when it comes to blending nut seeds, TH True Milk is completely ignorant Toput the mixing process into practice, labor must be trained and suppliers must beinvestigated A marketing effort and the acquisition of new machinery are additionalexpenses that TH True Milk must make for this new product Project completion isscheduled at the end of May 2025, with a 100,000 dollar budget