The imc plan for vinamilk super nut in the first 6months of 2024

In agriculture, dairy farms areincreasingly dependent on imported milk.Figure 1: Liquid milk production, 2014 – Q1/2020SourceCre: VIRAC, 2020 Trang 11 Figure 2: Structure of Vietnam''''s d

lOMoARcPSD|39458107 THE FINANCIAL UNIVERSITY OF FINACE – MARKETING - - FINAL REPORT INTERGRADE MARKETING COMMUNICATIONS ID CLASS: 2321702049703 THE IMC PLAN FOR VINAMILK SUPER NUT IN THE FIRST 6 MONTHS OF 2024 Major: MARKETING MANAGEMENT 1 Ho Chi Minh city, 2023 Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING - - FINAL REPORT: THE IMC PLAN FOR VINAMILK SUPER NUT IN THE FIRST 6 MONTHS OF 2024 Major: MARKETING MANAGEMENT Students implemetation: 1 Vu Le Phuong Linh: 2121012141 (Leader) 2 Nguyen Tuan Khai: 2121009915 3 Nguyen Thi Hong Ngoc: 2121003507 4 Nguyen Thi Hai Yen: 2121003676 Teacher advisor: Ms Nguyen Thi Minh Ngoc Class: CLC_21DMA03 2 Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 PLAGIARISM CHECK RESULT i Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 STUDENTS CONTRIBUTION Mumber Full Name ID Activity level 1 Nguyễn Thị Hồng Ngọc 2121003507 100% 2 2121012141 100% 3 Vũ Lê Phương Linh 2121009915 100% 5 Nguyễn Tuấn Khải 2121003676 100% Nguyễn Thị Hải Yến ii Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 LIST OF TABLES Table 1: Vinanilk and Competitors 8 Table 2: Main target audiences 9 Table 3: Trust - Tension - Motivation 11 Table 4: Detail action plan 11 Table 5: Detail Plan for Viral clip 13 Table 6: Viral clip script 14 Table 7: Viral clip Budget 15 Table 8: Supporting Activities for Phase Trigger .16 Table 9: Detail plan for Event 18 Table 10: Budget for Event Activities 20 Table 11: Recommend channels - media for Phase Amplify 22 Table 12: Fundraising contest for the community Buget 23 Table 13: Timeline 24 Table 14: Budget for Sale promotion 25 Table 15: Budget for Sampling .26 Table 16: Evaluation 26 Table 17: Control 27 Table 18: Total Budget a iii Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 LIST OF FIGURES Figure 1: Liquid milk production, 2014 – Q1/2020 1 Figure 2: Structure of Vietnam's dairy market 2 Figure 3: Nut milk products of Vinamilk and TH True milk 2 Figure 4: Mrs Mai Kieu Lien CEO of Vinamilk 4 iv Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 TABLE OF CONTENTS PLAGIARISM CHECK RESULT i LIST OF TABLES ii LIST OF FIGURES iii TABLE OF CONTENTS iv CONTENT 1 1 SITUATION ANALYSIS 1 1.1 VIETNAM NUTRITION MARKET OVERVIEW 1 1.1.1 Domestic nut milk market .1 1.1.2 Consumption trend of nut milk on the market 2 1.2 VINAMILK’S COMPANY OVERVIEW 3 1.2.1 Development history .3 1.2.2 Competitors 5 1.2.2.1 Direct competitors 5 1.2.2.2 Indirect competitors: 5 1.2.2.3 Potential competitors .5 1.2.3 SWOT 5 1.2.3.1 Strengths 5 1.2.3.2 Weaknesses 6 1.2.3.3 Opportunities 6 1.2.3.4 Threats 7 1.2.4 Positioning 7 1.2.4.1 Positioning on purpose of use 7 v Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 1.2.4.2 Positioning on quality .7 1.2.4.3 Positioning on price 7 1.2.5 Problems of Vinamilk in the current nut milk market and potential for development 8 1.2.5.1 Main problems of Vinamilk .8 1.2.5.2 Vinamilk’s nut milk potential 8 2 KEY STRATEGIC DECISIONS 9 2.1 MARKETING OBJECTIVES .9 2.2 COMMUNICATION OBJECTIVES 9 3 TARGET AUDIENCES: 9 3.1 INTERNAL 9 3.2 EXTERNAL 10 4 CREATIVE STRATEGY 11 4.1 TRUTH - TENSION - MOTIVATION .11 4.2 INSIGHT 11 5 DEVELOP PLAN 11 5.1 DETAIL PLAN 11 5.1.1 Phase 1 - Trigger (2 months) 13 5.1.1.1 Viral clip 13 5.1.2 Phase 2 - Engagement (3 months) .16 5.1.2.1 Event: Outdoor playground and Concert “Vinamilk Super Nut, Super Trẻ, Super Khỏe” 16 5.1.3 Phase 3 - Amplify (1 month) 21 5.1.3.1 Fundraising contest for the community: “Triệu khoảnh khắắc vui khỏe cùng Vinamilk Super nut” 21 vi Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 5.2 TIMELINE 24 6 OTHER ACTIVITIES 25 6.1 SALES PROMOTION 25 6.2 SAMPLING 25 7 EVALUATION AND CONTROL 26 7.1 EVALUATION 26 7.2 CONTROL 27 APPENDIX a REFERENCES b vii Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 CONTENT 1 SITUATION ANALYSIS 1.1 VIETNAM NUTRITION MARKET OVERVIEW 1.1.1 Domestic nut milk market According to statistics from the President of Global Statistics, liquid milk production in the first quarter of 2020 reached 369 million liters, up 1% over the same period last year Liquid milk revenue in Q1/2020 reached VND 15.3 billion Vietnam's liquid milk market has a compound annual growth rate of 14% in the period 2014 - 2019 It is forecast that the liquid milk production industry in Vietnam will continue to grow in the next few years to mobilize investment capital In agriculture, dairy farms are increasingly dependent on imported milk Figure 1: Liquid milk production, 2014 – Q1/2020 SourceCre: VIRAC, 2020 In 2018, the domestic nut milk market accounted for 12% of the liquid milk market structure, the highest among liquid milk lines 1 Downloaded by NHIM BIEN (nhimbien1@gmail.com)