All TH’s products are widely distributed through our modern retailchain to bring the natural goodness compliant with international standards to the table ofVietnamese consumers, which st
Introduction
TH True Nuts is a product of TH True Milk brands This is a new drink and I recently noticed drinking the milk product of TH True Milk Although it was born later than Vinamilk, TH True Milk has the right marketing strategy to build its brand in the competitive dairy market in Vietnam.
TH Group has built a portfolio of sustainable and healthy agricultural products, including fresh milk, nut milk, healthy beverages, fresh and organic vegetables, etc., with a vision and investments focused on applying advanced technologies—integrated technical and management science All TH’s products are widely distributed through our modern retail chain to bring the natural goodness compliant with international standards to the table of Vietnamese consumers, which started with UHT Fresh Milk, TH True Milk.
In March 2018, TH introduced a line of Macadamia nut milk and walnut milk, which was well-received by consumers and experts for its beneficial effects on health In early July, THGroup continued to launch a line of nut milk with ingredients from almonds and fresh milk.
Situational Analysis
Analysis Macro Environment Marketing ( PESTLE)
POLITICAL The possibility to boost TH milk's competitiveness with imported milk brands
The challenge of severe rivalry with the domestic dairy industry
Tax policy on imported dairy products is relatively high and tends to rise in the future.
Create potential for development, increase in production, tombstone upgrades, and expansion As a result, the company is becoming closer to holding the home market for repairs, outperforming rivals, and developing competitive advantages against dairy goods from other countries.
A competitive rivalry with domestic dairy firms.
ECONOMICAL Inflation: Our nation's inflation rate has recently been at a low level, consistently hovering around 5%.
Income Consumers: incomes are increasing day by day.
The opportunity As the dairy industry grows, TH has more opportunities
The Challenges: As the inflation rate declines, so do the prices of other foods.Additionally, as consumers' income levels rise, a wider variety of goods are available for them to purchase.
SOCIAL 14.4% of the population of the nation comprises children aged 6 to 15 years old But many different age groups are also targeted by TH's products Numerous illnesses affecting children nowadays include obesity and conditions brought on by an overabundance of protein and fat from cow's milk Statistics show that Ho Chi Minh City has 50% and Hanoi has more than 41%, showing that nut repair is a good way to balance fat and carbohydrates and make sure there is a sufficient supply of nutrients. seems to aid in the holistic development of kids.
The trend for "CLEAN" food:
The scenario where there are "more chemicals than food" is getting worse every day. People's awareness is also growing steadily in the meantime Naturally, many of TH True Milk's consumers were instantly satisfied by the company's motto, "clean milk."
Melamine levels in milk: are higher than those permitted by other dairy companies, and tainted milk has an impact on consumer health
Challenges: Customers may be reluctant to purchase dairy products, which could result in a drop in sales of TH True Milk
Opportunity: With its motto "clean milk", TH can quickly convince the most difficult customers, and at the same time put pressure on rival brands.
To complement the milk production process, technology is regularly updated and enhanced.
Opportunities: Modern technology will let TH produce a greater range of goods, including yogurt and fermented yogurt, while also helping to boost efficiency and product quality.
Challenge: Investing in new technology is expensive, and competitors are brazenly increasing their investments in machinery systems.
LEGAL Rules governing international trading Vietnam's dairy industry's development planning for the years 2020 and 2025 has been approved by Decree 3399/QD-BCT The potential for expanding cow farms, creating a large supply, boosting competition, and integrating action is made possible by the chance to lower raw material costs Confront potential risks from rivals Suppliers of raw materials may face competition.
The climate at TH Farm, which is in Nghia Dan (Nghe An), is harsh and impacted by the Lao wind; as a result, there is a drought from May to July and temperatures that can reach 40 degrees with little humidity less prone to storms and flooding, but nevertheless experience both conditions frequently.
TH uses organic fertilizers and river water to irrigate a sizable grass area that serves as the primary feed for dairy cows.
The Opportunity: Cut costs by using self-sufficient raw materials Because of the initial commitment, even inclement weather won't cause the flock to abandon its care.The Challenges: Cows are constantly at risk for disease, and natural calamities might strike at any time.
Analysis Competitors
The following company, TH, needs to have a strategy to stand out in order to compete in the Vietnamese dairy industry where Vinamilk is the leading brand.
Since TH True Milk is a premium product line, this company has opted to charge the highest price while also attempting to change consumers' perceptions about the relationship between price and quality.
The pricing strategy of TH True Milk has been thoroughly considered and is entirely in line with the development of the Vietnamese dairy market at this time as well as the country's recent economic growth.
Compared to this firm,the price of TH True Milk (according to thmilk website, price is about 26,500 dong per 4 bottles of 180 ml) is often 3500- 4500 VND higher than them The difference lies in the modern and high standardization production chain they own These two brands both compete with each other in creating trust in consumers about a clean and safe milk manufacturer.
TH True Nut’'s competitor – Nestlé S.A is a Swiss multinational food and beverage group with its headquarters in Vevey, Vaud, Switzerland It is the largest food company in the world, measured by revenue and other metrics, as of 2014 The group ranked 64th in the 2017 Fortune Global 500 list and 33rd in the 2016 edition of Forbes Global 2000 (list of largest public companies) Nestlé products include baby food, health food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, food pet food and snacks Nestlé's 29 brands have annual sales of over 1 billion Swiss francs (about $1.1 billion), including Nespresso, Nescafé, Kit Kat, Smarties, Nesquik, Stouffer's, Vittel and Maggi Nestlé has 447 factories, operates in 189 countries and employs approximately 339,000 people This is one of the main shareholders of L'Oreal, the largest cosmetics company in the world
Yakult Vietnam was established on June 26, 2006, with a total investment capital of overVND 400 billion thanks to the capital contribution of Japan's Yakult Honsha company (80%) and France's Danone group (20%) Yakult Vietnam started its business in August2007.Currently, Yakult products are available in most supermarkets and retail stores throughout Vietnam In addition, Yakult is also distributed directly to customers' homes in HoChi Minh City, Hanoi, Hai Phong, Dong Nai, Binh Duong, Da Nang, Nha Trang, Vinh through the Yakult delivery system Yakult Vietnam factory always maintains the production
The Cocoon Original Vietnam Marketing…
35 process with the highest quality standards, just like at the Yakult factory in Japan The production process of Yakult applies strict manufacturing standards, which guarantees a product close to 99% (that means 99% of the raw materials are fully utilized to the final product, with very little waste) discharged).
Micro environment
Customers of TH True Milk consistently deliver consumers high-quality, natural products that are acceptable for all demographics In a recent study conducted in 2021 by ADM Outside Voice, 77% of consumers said they frequently look for methods to improve.
Due to the rise in money and increased attention to health during the present COVID-19 crisis, almond, walnut, and nut product sales have surged significantly in an effort to strengthen the immune system This works to TH True Milk's advantage because the company's goods are promised to be clean milk that satisfies international standards, is free of preservatives, and still retains the greatest amount of nutrients.
Supplier The majority of the raw materials used to create fresh milk are provided by TH True Milk Corporation In Nghia Dan - Nghe An, TH TH Farm operates a dairy farm on 37,000 hectares of fertile Basalt red soil They use cutting-edge breeding techniques and modern technologies There are roughly 15,000–17,000 dairy cows in each of these clusters The cows at TH farm are brought from the US, Australia, Canada, New Zealand, and other countries with a clear pedigree to provide the best milk, guaranteeing the level of fat, protein, and other nutrients in milk Additionally, there are a wide variety of food sources for cows, including: corn, American sorghum, Mombasa grass, Mulato grass, soybean pods, filtered water, etc.
Customers can simply purchase TH True Milk goods Products are sent to intermediary agents by the system of warehouses and practical storage, where they are displayed in supermarkets like Big C, Coopmart, etc especially the national chain of supermarkets known as TH True Mart The company intends to deliver goods to customers in the nation's fastest manner while ensuring consumer safety and the highest possible product quality. Additionally, to bring items closer to clients, periodic product launch seminars are also organized.
THE 7Ps MARKETINGMIX OF VIETJET AIRMarketing 100% (4)70
Segmentation, Targeting & Positioning strategy
Segmentation Strategy
It is separated into two categories: urban and rural, based on population density and consumption patterns.
Urban area: 33,059,735 people live in this area as of 2019, which represents 34.4% of the nation's total population and is growing It is advantageous for the distribution and consumption of products to have a high population density Urban residents have higher incomes and are much more concerned with their health, frequently consuming milk for the entire family They frequently remain faithful to the goods they have previously selected and trusted According to experts, the dairy business will be driven mostly by people's knowledge of their own health in 2020, particularly urban customers Numerous consumers decide to buy TH True Milk goods due to their extensive consumer network, particularly in urban regions They focus on people in a big city such as Ha Noi, Ho Chi Minh, Da Nang,
Rural area: 63,149,249 people live in rural areas, making up 65.6% of the total population of more than 90 million The consumption gap between rural and urban areas has shrunk over time as a result of urbanization, although it still stands at a lower level overall In rural areas, milk consumption will increase by 15% by 2020 Rural consumers are loyal to the traditional products they have trusted and are appropriate for their income, but urban consumers look for high-end products However, people in both urban and rural areas tend to be more concerned with their health, therefore food quality and nutrition play a significant role in how they make decisions.
Age and life-cycle stage segmentation: all of the age children, adults, and old people. The ages from 5 to 14: make up the customer segment in which TH True Milk is most interested It is crucial to have a supply of minerals, vitamins, DHA, and calcium to absorb because this is a growth age As a result, there is a greater than-ever need for milk at this point
The age from 15 to 35: They frequently use the money to purchase items to take care of themselves and their families, especially health products This group of people is almost financially independent Fresh and clean items are therefore very important to them.
The age from middle-aged and older: Health is frequently thought to be the element that customers are most concerned about, as the chance of ailments like heart disease and high blood pressure grows with age TH True Nut is a product to address the demands of heart care for people who frequently consume a lot of fat, have high blood cholesterol, and so on lessen the risk of cardiovascular disease, regulate blood pressure, and lower blood cholesterol.
Gender: Men and women can drink TH True nut, but most of woman prefer to drink nut milk Because more and more people like green lifestyle, especially woman who care about their health and their appearance.
Income: People have a high of standard and love healthy life, they also like to buy healthy products such as nut milk.
Lifestyle: people who like casual, fitness, healthy and their purpose to live a healthy lifestyle Interest: People who like somthings such as sweets, experiences, natural products.
Personality: people who are sociable, cheerful, peaceful They are also like to drink clean milk for their health.
Reason for purchase: people want to buy for themself or their family, buy for friends. Benefits sought:people like healthy desserts, variety of flavors, good service system. Loyalty level: strong Because TH True Nuts also a high line products and people used to drink milk.
Targeting Strategy ( Concentrated/niche marketing)
TH True Nuts is a product of niche marketing In Vietnam, TH genuine MILK competes withVinamilk by utilizing specialty markets, including high segment, decent medium income and above, and primarily focuses on target demographic High quality "clean" milk is in demand.Fresh and clean milk is a niche market with enormous growth potential.Focusing on the market of fresh and clean food products in urban areas This is the reason why the brand focuses mainly in the center of big cities, or locations that are easy to observe, convenient for shopping, parking, etc.
Positioning Strategy
Because all of the raw materials used in the manufacture of TH True Milk come from TH farms, the product's quality and efficiency are always confirmed The core principle leading TH's business strategy has always been to rationalize benefits while always keeping the community and customers in mind to serve milk that is "really natural." Along with maintaining a positive reputation as a "green" company, TH True Nut products constantly strive to achieve great things to make the product better These ideals have previously been successfully used by the media, including radio, TV, etc It is consistently stated that the goods are "fresh, clean, pure" milk.
Looking at the diagram, it is evident that TH TRUE milk is more expensive than VINAMILK(the product's cost has been set at par with the leader), and that TH milk is also of greater quality than Vinamilk TH True Nuts is a premium product that is on par with those of its rivals The brand TH True Milk has been successfully positioned in the market, in our opinion.
Planning the Marketing Mix (4Ps) Strategy
Product : TH TRUE NUT ( CONSUMER PRODUCT )
Ingredients: TH true NUT nut milk has a unique nutritional formula, using nutritious macadamia nuts, walnuts and especially natural sweetness from dates, without using refined sugar This is also the first product on the market that has a combination of nuts and clean fresh milk from TH's farm No Preservatives
Function: According to Mr Levitch David Tremain, Senior Representative of Nielsen-US
Market Research Company, nut milk is a powerful antioxidant that benefits the heart, slows down the body's aging process, and helps in weight loss Additionally, using nut milk properly can help effectively ward off chronic illnesses like obesity, diabetes, high blood pressure, and heart disease.Protein and calcium in fresh milk added to nut milk can help children develop their muscles and bones With this invention, TH genuine NUT becomes Vietnam's first nut milk product with additional fresh milk, appropriate for people of all ages.
Award: On October 20, 2018, TH Group's premium nut milk product TH genuine NUT from
Vietnam will be honored with the Bronze Award in the category "Best New Product '' at the
2018 International Business Awards Ceremony (Business International Awards - IBA Stevie Awards) in London, England.
Total quality management: With the goal of maintaining the natural purity of every product,
TH true Nut has invested in cutting-edge technology and the best human resources in the world.In order to get the extract to disseminate and combine with clean, fresh milk and other ingredients, nuts must first go through a stage of selection, when the seeds are first soaked To create the end product, the raw materials are then homogenized, sterilized, and made into ink cartridges.
The TH Group, commonly known as TH True Milk and doing business as TH Food Chain Joint Stock Company, manages the premium nut milk brand known as TH True Nut Nguyen Thai Huong, a businessman and the head of the TH Group's strategy council, founded the company in 2008 The product is a "child" that "milk woman," Thai Huong, creator and consultant of TH Group, has adored for a very long time TH True Nut revolutionizes nut milk beverages with a cutting-edge formula, quickly displacing the nut milk "fans" who are picky about their products.TH True Nut milk, according to the founder, not only contains seeds but also combines with fresh milk from the dairy farm's raw materials Nutritionists have noted that "100% plant-based nut milk is highly healthful but does not supply the required protein and calcium," which is where this mix originates from Fresh milk from a
TH True Nut delivers more protein and calcium for people of all ages and is especially beneficial for the physical development of youngsters Additionally, this combination offers the finest nutrients for human health and the freshest taste, adding genuine value to the community Ms Thai Huong asserted that the nut milk product line represents a "revolution" in healthy products that balances healthy dietary practices.
Previously, TH True Milk ( TH True Milk ) used the packaging of Tetra Pak Sweden, the world's No 1 supplier of UHT packaging However, it is essential to provide a consistent supply of packaging for dairy companies given the growing customer demand TH True Milk has made use of extra packaging One of the top manufacturers and producers of packaging and technology is Combibloc Germany Because of this, TH True Milk products are currently available in 2 different formats and 2 different types of packaging: Tetra Pak and Combibloc.
In general, these two forms of packaging satisfy international standards for quality and safety since they are created by two companies that build packaging using the most cutting-edge technology in the world Because the two suppliers utilize distinct production processes that consumers can clearly distinguish, the two styles of packaging from two different manufacturers will have a tiny shape difference
On the package, all information is shown
The main tones are blue,brown, yellow with simple but very eye- catching images
TH stands for two words "True Happiness", which means "Hạnh phúc đích thực" The business strives to offer consumers products that are constantly natural and fresh products. The name TH genuine Milk is memorable and related with the qualities of the product, leaving a lasting impact on customers Though their colors are different, the TH True Nut and
TH True Milk logos are similar The maker of TH True Nut decides to showcase the product and boost client recognition by using a brown, yellow tone resembling that of walnuts and almonds.
TH True Nut’s Slogan in 2018
TH True Nut’s slogan in 2019
TH True Nut’s slogan in 2021
Bring nature's essence inside every house.
TH wants all of its customers to experience the freshest, tastiest, and most nourishing goods possible TH is a top producer of fresh milk in Vietnam The Home Delivery service is the result of ongoing efforts to streamline and cut out the middle steps in the transportation and distribution process, giving customers access to high-quality, convenient items that keep the integrity of their natural, fresh, and pure ingredients.
Begin using Home Delivery service today to experience life's true values When in need, please order in one of the ways below:
1 Download the Shopping, Accumulating, and Redeeming eLIFE app at the link: thtruemart.vn/download
2 Visit e-commerce website: thtruemart.vn
Only orders placed within 5 kilometers of the closest TH Truemart shop are eligible for home delivery from TH.
Deliveries costing at least 300,000 VND are free A delivery fee of VND 25,000 will be added to orders with a lower value.
TH will call the customer to confirm the time and location of receiving the items before making the delivery.
Price Strategy
Price Comparison Between TH True Milk and VINAMILK’s product
TH True Nut Price VINAMILK Price
Nut and Whole Grain Red Rice TH true NUT
180 ml ( pack of 4 boxes): 49.000 ₫ (include
Super Nut 9 kind of nut milk 180ml (pack of 4 boxes 180m): 42,786 ₫
Nuts and Turmeric TH true NUT Milk 180 ml
( pack of 4 boxes): 49.000 ₫ (include VAT)
Vinamilk Walnut Soy Milk 180ml (pack of
Nut and Gac fruit TH true NUT Milk 180 ml
Vinamilk Almond Soy Milk 180ml ( (pack of 4 boxes): 25,704 ₫
Almond Milk TH true NUT Milk 180 ml ( pack of 4 boxes): 49.000 ₫ (include VAT)
Vinamilk Red Bean Soy Milk 180ml ( pack of 4 boxes): 25,704 ₫
Macadamia Nut Milk TH True Nut Milk 180 ml
( pack of 4 boxes): 49.000 ₫ (include VAT)
Walnut Milk TH true NUT Milk 180 ml ( pack of 4 bo
The price of TH True Milk is higher than Vinamilk by 23,296 Because of the high quality of ₫ the product, TH True Milk chooses the premium price to their customer.
TH decided to sell products at high costs The Positioning to ensure the quality of the products as soon as the market was launched, establishing the brand as a high-end product line
The selling price for milk at the TH genuine mart network of stores is determined by the business and is consumer-oriented The fresh milk products offered by TH True Milk are varied and have various costs.
Consumers' income increases when social-economic development is growing Therefore, more and more people have a higher standard, pay attention to their health’s problem The need to use nutritional products such as nut milk is not too far away from the people Besides, drinking milk has become a common habit and essential need of people TH has used the skimming price strategy as the first step for its brand in reply to this move True stories and the manufacturing process are used to define the creation of a "clean milk" brand, which affects customers' psychology in the relationship between cost and product quality TH has established itself as a premium product line and charges more for its goods than competitive brands According to the general psychology of consumer products, a product's safety and quality increase with its selling price.
Urban consumers in vibrant, modern big cities that care about their families and their health are the target market for TH True Milk People in these focus groups are typically middle- class or higher individuals who have a demand for milk intake, particularly for high-grade, safe, and excellent milk This strategy also appeals to customer trust by portraying an expensive product as being of high quality Create a name for your company and high-end products in the minds of your clients as soon as you enter the market As a result, TH True Milk is rated as the most expensive, safe, respectable, and high-quality milk on the common ground in the Vietnamese dairy market.
TH always assures that there is a sufficient supply for manufacturing and that the production process makes use of cutting-edge technology to produce milk that is wholesome, pure, and of high quality Because it does not need to import a large amount of money from outside, the company is not greatly impacted by the price of raw materials on the market TH also exports its wholesome "clean milk" to other markets instead of importing it As a result, when the price of milk rises generally, the pricing of TH True Milk products will also change As a result, prices are less erratic and buyers can make safer decisions Then, The cost will be less expensive when purchasing in bigger quantities (in bunches, boxes, or with a larger capacity).
Place
4.3.1 Distribution network and Channel behavior
Marketing channel ( Distribution marketing): TH chooses 2 types: TH true Mart store chain and online ordering - delivery to new places.
The purpose of Building a chain of TH true Mart stores is:
This is also a channel to introduce products directly and sell directly to consumers
Become a modern chain of distribution stores, specializing in providing the cleanest, safest and freshest food products
As for the online order form: customers only need to place an order on the internet, the order is sent to the operation center, the staff will then check the information the customer has filled in and call to confirm the customer's order Item ordered successfully Then choose the nearest distribution center or TH true Mart store to transfer the order to that place and deliver to customers within 48 hours and free shipping.
This method is widely applied because it has the ability to reach customers quickly, and bring large sales to the company Manufacturers => Retailers => Consumers
With TH True Nut, this indirect distribution channel includes level 1 channel, and level 2 channel.
Level 1 is the process by which goods are transferred from the manufacturer to retail stores such as grocery stores, supermarkets, convenience stores, etc., and to the final consumer. Manufacturers => Wholesalers => Retailers => Consumers
Level 2 is the goods that go from the manufacturer of TH to the dealer, then to the retail points as above and finally to the consumer Manufacturers => Agent => Wholesalers => Retailers => Consumers
TH true Nut is a latecomer but has the determination to attack the competitive dairy market. The methodical and different distribution system is the tool that helps TH compete with the big names in the industry Although it has not reached the market for a long time, TH true Nut- has been considered as a main competitor of Vinamilk, and contributes to enriching the choices of Vietnamese consumers.
TH true Nut uses several distribution strategies to find FMCG products using both traditional and modern distribution channels with three main forms:
Supermarket channel - modern channel: TH true Nut products are available in all supermarket systems quality TH True Milk distributes directly to these retailers with a discount depending on the size and quantity of the supermarket.
Traditional channel: using the form of VMS distribution channel, channel members including manufacturers and retailers sign a clear contract on product rights and obligations of TH True Nut under this channel convenience stores and traditional retail stores, markets
Channel Key Account: TH True Nut distributes to restaurants, hotels, schools…
Intensive distribution: In addition, in the marketing mix strategy of TH true MILK, Tien
Phong also created its own retail store chain called -TH true Mart throughout the provinces and cities across the country up to now, TH true Mart is present at 51 provinces with more than 200 stores selling TH True Nut's product line.
Besides, to bring convenience to consumers, the outlets are located near many schools and offices in big cities In the first stage, this system is concentrated in the major cities of Hanoi, Nghe An and Ho Chi Minh City As a long term strategy, this will be key distribution channels and specialty channels besides traditional distribution The number and location of distribution outlets are designed scientifically and rationally due to geographical and population maps in each region, namely the density distribution of the major streets, residential areas, high-rise buildings, schools, hospitals For instance, the chain stores in Hanoi are located in nearby center path like Chua Boc, Nguyen Chi Thanh, Hoan Kiem and so on which is easy for residents to find with a system of 40 stores citywide.
Since milk is a consumer commodity, the distribution channel is quite long, in addition to distributing at TH True Mart stores, TH Group also uses distribution channels that are large retail systems such as CoopMart, Big C, MaxiMark, On the shelves at the supermarket right next to Vinamilk's milk shelves, there will be TH True Nut products.
These are only the first steps in the plan to develop TH True Mart system to become a trusted and supported retail channel nationwide, in order to bring fresh products from nature produced directly by TH Group to consumers quickly, The safest and most convenient THGroup hopes this will be a reliable address for consumers to find the most quintessential products of nature.
Promotion
Posting billboards at electronic boards during the month of supermarkets, cinemas, commercial centers, apartments, buildings
Launched the book "Eat Clean - What is eating clean and living green": a book written by leading nutritionists and sponsored by TH 100%.
The program includes TH true milk nuts plus products along with TH's products displayed at eye-catching places in the supermarket.
TH True Milk using P milk
TH True Nut sponsor milk product of Miss VietNam 2020 to encourage candidates to maintain their health and energy.
Create contests to spread healthy lifestyle on Facebook, instagram, blog….
Run TVC ads, viral videos on social media channels Facebook, Youtube, Instagram,
Vietnamese nuts milk market, which is mostly imported nut milk
Vietnamese characteristics such as nut milk and turmeric, brown rice grain milk.
TH True Milk is already a prestigious brand in
Vietnam, the fresh milk segment currently accounts for about 40% of the market share.
The price is higher than cow's milk and hand-cooked nut milk.
Contains cow's milk should abstain from people allergic to cow's milk
The standard of living in Vietnam is increasing, Vietnamese people are more and more concerned about their own health and food is an important factor to help improve, strengthen and maintain health
Therefore, the low- fat, high-protein and mineral-based nut milk product line
Fierce competition from foreign players from the US, Australia, Thailand and in the country like Vinamilk.
Currently, the source of raw materials for the production of nut milk is limited The inputs of plant-based milk materials such as macadamia nuts, walnuts are still not enough in terms of
Using ingredients grown on Vietnamese farms.
Balanced nutrition by combining two protein sources from animal and plant milk.
Food hygiene and safety than manual milk products.
Vietnamese people have had the habit of using nut milk for a long time, such as soy milk and green beans, so it is easier to accept the product.
Competitive prices compared to imported products:
EX: Get the retail price of almond milk
Lot of 4 boxes of 180ml almond milk TH: 50,000 vnd, equivalent to 12,500 vnd/box.
180mlx3: 69,000 vnd, equivalent to 23,000 vnd/box. will have more opportunities to expand in Vietnam
Nut milk is also a growing product group in the world. domestic quantity, almost right
With the input supply of TH True Milk, macadamia farms have been grown in the Central Highlands for more than 10 years, the planting area has increased to nearly
2,500 hectares and is assessed to be of good quality However, it is still not able to meet the demand for input materials for domestic production.
Food business is a sensitive business that directly affects the health of consumers Food safety issues can make consumers more apprehensive and careful when using dairy products.
The psychology of Vietnamese people preferring to use foreign goods is a big challenge.
The "Big Boss" of the FMCG, TH True Nut, has used numerous well-liked marketing techniques For TH True Nut to keep growing in the Vietnamese market, our team would like to make some suggestions.
The Ministry of Education and Training, important organizations, and distributors in the local and international markets should all continue to work together with TH True Nut TH True Nut is a well-known and much sought-after product among students and even adults who choose the company's product lines due to the high quality of fresh milk.
The COVID-19 pandemic has progressively faded, and concerns about food safety have raised more people's awareness with the motto "live green, eat clean." The number of customers who trusted TH True Nut's product line has substantially expanded helps to boost vitamins, lipids, protein, and energy helps to make sure the body is receiving enough nutrients A practical product that satisfies the requirements, such as TH True Nut, is essential after the pandemic since doctors, patients, and front-line warriors all need to refuel their energy and enhance their health support The product lines from TH True Nut are prepared differently from dairy products on the market and include nutrients from nuts to help minimize various diseases' consequences The first nut milk product, genuine NUT, employs healthy nuts including macadamia, walnuts, and oats to prevent and combat cancer, heart disease, and age-related issues Additionally, there is no sugar added; this is the first nut milk product of its kind in Vietnam.
Additionally, TH Group held a sizable booth in Hanoi to promote environmentally friendly activities, ideas, and goods in order to address the issue of environmental pollution The booth's theme for Earth Day 2019 was "For a world without waste." The section of the store is devoted to promoting eco-friendly living, increasing environmental awareness, and lowering waste, particularly plastic trash The product bags from TH Genuine Mart stores and the yogurt spoons created by TH true YOGURT were the highlight products introduced by
TH at this occasion Instead of using common PE plastic, natural materials were used to make the bags and spoons, making them safe for consumers.
Conclusion
The marketing services provided by TH True Nut have shown to be quite advantageous in a number of ways over the course of more than 10 years of business and development Even though it got off to a slow start, it eventually became a tough adversary that made established domestic enterprises exercise prudence TH presently has a positive reputation and outperforms its sector competitors TH will progressively need to improve and innovate its strategy to meet society as well as the long-term and all-encompassing expansion of the organization.
Philip Kotler - Gary Armstrong (2018) Principles of marketing, 17th Edition
TH Company (n.d.) TH true MILK – True Happiness
Vinamilk Company (n.d.) Vinamilk - Vươn cao Việt Nam - Vinamilk
Nội dung LẬP KẾ HOẠCH MARKETING CHO SẢN PHẨM MỚI SỮA HẠT TH TRUE NUT CỦA CTCP SỮA TH TRUE MILK (2021) Khotrithucso.com
Phân tích chiến lược marketing của sản phẩm sữa hạt TH true nut (2019), 123doc,
Các đối thủ cạnh tranh của TH True Milk (2022), Brade Mar,
TH True Milk triển khai nhiều giải pháp bảo vệ môi trường (2019, April 22) VnExpress