OVERVIEW ABOUT VINAMILK
Vinamilk was born on August 20, 1976 This is a company established on the basis of taking over 3 dairy factories, left by the old regime Since then, when successively awarded the Labor Medal by the State, the title of Labor Hero in the renovation period Vinamilk has built dairy farms in all parts of the country Not only developing in the domestic market, Vinamilk also expanded its brand to New Zealand and more than 20 other countries, including the US (nguồn?)
In addition, Vinamilk is also a pioneer brand to open the way for the high-end organic food market in Vietnam, with fresh dairy products that meet USDA standards in the United States.Vinamilk is a company with diverse industries such as dairy farming, production of animal feed, cultivation
In 8 years, with many efforts, the company has successfully built 5 dairy farms and has plans to build 4 more farms next.Vinamilk is very focused on investing in technological equipment All livestock barn systems are built by the company according to the most modern standards in the world (nguồn)
To ensure the mastery of modern equipment, the company also regularly trains and develops human resources The Directors and Heads of Departments were all sent by the company to learn practical experience from dairy farms in the US, Australia
VINAMILK chooses the position of "international quality" to emphasize to international consumers that VINAMILK branded products have quality that meets international
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Save to a Studylist standards and can compete with other brands leading dairy in the world This makes a very positive contribution to the promotion and introduction of VINAMILK branded products worldwide, referring to VINAMILK, in the minds of consumers as “Vietnamese products with international quality”… Vinamilk has highly paid attention to product quality control and management We have therefore applied advanced management systems such as BRC and ISO 17025 to strictly and thoroughly manage all manufacturing stages including pre, mid and post production in order to ensure the quality and safety of Vinamilk's products
In addition, a product tracking system has also been applied to the product recall and the disposal process of faulty products in order to minimize the possible negative impacts on consumers and society
Vinamilk is a Vietnamese company manufacturing and trading milk and various dairy products as well as related machinery and equipment According to statistics of the United Nations Development Program, Vinamilk is the 15th largest company in Vietnam (2007) The special thing is that most of the products that Vinamilk provides to the market are attached under the brand name "Vinamilk" - voted as "Famous Brand" and one of the 100 strongest brands voted by the Ministry of Industry and Trade 2006
Vinamilk is the leading company in the dairy processing industry and accounts for 75% of the dairy market share in Vietnam Not only strongly distributing domestically with a network of about 183 distributors and nearly 94,000 sales points across 64 provinces and cities, Vinamilk dairy products are also exported to foreign countries such as the US, Poland, Germany, France, Canada, Southeast Asia, Philippines, Cambodia, Iraq
PRODUCT OF VINAMILK
Source: https://www.vinamilk.com.vn/ With preciousnatural nutrients and irresistible fresh taste, fresh cow's milk helps the whole family to be full of health and joy every day Raw milk is rich in protein, fat and vitamins, and milk also contains high levels of calcium which is good for health It can be said that fresh milk is a great gift for the health of the whole family
With the aforementioned abundant nutritional content, each glass of milk has great significance to the health of each person Drinking fresh milk every day helps you replenish essential vitamins such as vitamin A, vitamin D, B vitamins, minerals and trace elements, the body will increase resistance, develop the nervous system and maintain metabolism
Source: https://www.vinamilk.com.vn/ Over the past 40 years, Vinamilk has been accompanying millions of Vietnamese families, connecting them for generations Each glass of milk in hand is an indispensable habit in the diverse culinary culture of each family In response to that trust, Vinamilk always focuses on investing in modern production technology and constantly innovating, providing consumers with new nutritional solutions of international quality
With fresh milk from an international standard farm system spread across Vietnam, Vinamilk's 100% premium fresh milk products are full of delicious and pure fresh milk from nature, providing high quality nutrition for the whole family
Vinamilk 100% new premium products with Vitamin A, D3 and Selenium are a golden source of nutrition to help support immunity, strengthen resistance, keep the whole family happy and healthy and ready to do important tasks every day
Considered as a premium fresh milk product, Vinamilk Fresh Pasteurized Milk ensures strict requirements in the production as well as processing process The milk flow is provided by healthy cows from international standard farms spread throughout Vietnam
Vinamilk directly imports 100% of high-end purebred cow breeds from the US, Australia and New Zealand, where there is a long-standing and advanced dairy farming in the world The Holstein Friesian 100% purebred breed of cows gives the world's leading high milk quality Cows are rigorously selected, full pedigree in the last 3 generations to ensure purebred origin, abundant and high quality milk.-
Cow feed meets Global G.A.P standards, cow diets are set with optimal nutritional ratio according to international standards with 4 times per day, high quality grass ingredients imported directly from the US, so cows are guaranteed to always have the freshest meal
In addition, cows are cared for according to the process of applying state- -of the-art technology: cooling mist technology from Sweden and a soft rubber mattress system to help cows sleep well Before milking, cows are thoroughly bathed and disinfected, listening to melodious symphonic music All will make the cow most comfortable and pleasant, thanks to which milk is also more abundant and of better quality
The cows are managed individually with electronic chips, electronic chips attached to the neck to help veterinarians always update accurate and continuous information about the health parameters of cows Therefore, Vinamilk's cows are always guaranteed to have the best health and physical condition
When milk arrives at the factory, Vinamilk uses modern UHT sterilization technology to help kill all harmful bacteria, yeast, mold while retaining maximum nutrients and natural taste of milk, helping Vinamilk's dairy products always delicious and quality within 6 months without using preservatives
At Vinamilk, the fully self-contained automatic milking system is transported in a 4-6 degree Celsius pipeline to the production center, ensuring that milk always keeps its fresh taste Milk samples are directly tested at the laboratory, samples that do not meet the preparation for rejection before being put into production and packaging
Fresh milk is a familiar food that appears in the daily nutritional menu of many people, but do you understand all the benefits of fresh milk, gifts from nature? Let's explore the following 5 great effects from 100% Vinamilk fresh milk
All human development stages from childhood to adulthood and age need to be supplemented with calcium to grow height, maintain strong bone system Therefore, calcium supplementation must be done regularly and regularly every day
Source: https://www.vinamilk.com.vn/
Fresh milk is one of the highest calcium -containing foods: every 100ml of 100% fresh milk Vinamilk contains up to 120mg of calcium Therefore, just maintain the habit of drinking 3 glasses of fresh milk a day, our bodies have been provided with the necessary amount of calcium In addition, the vitamin D3 ingredient is supplemented in 100% Vinamilk fresh milk as recommended by European EFSA to help the body easily absorb and metabolize calcium to the maximum
• Easy and convenient energy provides
VINAMILK’S SEGMENTED CONSUMERS
Segment Demographic Psychographic Behavioural Geographic Children Age: 5-14.
Gender: Male, female and orther
Outdoor- oriented, prefer hanging out with friends
Occasion: Daily User status:Pot ential/daily users
Provide nutritions that are good for their growth
Gender: Male, female and others
Income: No income or low income
Lifestyle: Busy life because having a lot of tasks to do, do a lot of activities to satisfy their want
First-time users, regular users, potential users
All over Vietnam interested in novelty and growth, refill energy
Gender: Male, female and others
Personality traits: Desire to strike a work-life balance usually stressful and busy, energetic, sport-oriented
Busy, creative, flexible, outdoor- oriented
Good for health, delicious taste, convenient
All over Vietnam Density: Average to high
Social class: middle class, upper class
Personality traits: Calm, caring, loving, happy
Either busy or unoccupied, care about health
User status: First time users/ Long time users
Calcium in milk helps maintain bones or a tough skeletal structure
Allover Vietnam from big cities to even small rustic areas Density: Average or high
Pension, most live off their children
Family life- cycle: Single, married with children,
Well- organized, health- conscious, focusing on improving, their physical and mental conditions,
Affordable, easy to buy, prevent osteoporosis, keep body hydrated, increased resistance, reduce fatigue
Region: Suburban areas, rural areas Density: High married without children
Most have retired seeking for peacefulness
Family- oriented, realistic, sometimes aggressive
In free time, in gathering events
Source:https://fieldcheck.biz/vn/library/phan khuc- - -thi truong cua vinamilk.html
VINAMILK'S MARKETING MIX STRATEGY - BASIC 4P STRATEGY
Vinamilk has made great efforts to expand the company's brand to meet the needs of customers from babies, children, teenagers, adults and people with special needs
In addition to the main branded products as "Vinamilk", the company also owns the brand
"Dielac" for the milk powder product line and "Vfresh" for the beverage.Currently, Vinamilk owns a product portfolio with a large number of product lines including: powdered milk and nutritious powder, sugar with sugar, water milk, yogurt and soft drinks Vinamilk's marketing strategy for products includes:
Source: https://www.vinamilk.com.vn/
• Innovating packaging and packaging design: Vinamilk has cooperated with Tetra Pak - one of the leading businesses in processing and packaging liquid food
• Provides improvements to increase the life of the product in distributing and storing liquid foods without cooling
• Vinamilk has developed environmentally friendly products by using the paper box provided by Tetra Pak for all dairy products and liquid beverages
• Improving milk quality: Vinamilk has spent a lot of effort to invest in the development of dairy farming (from grass planting, building barns, preparing meals for cows, preparing veterinary medicine, to the construction of a factory , modern farm, )
According to Ms Mai, Chairman of the Board of Directors and General Director of Vinamilk, while the company's product quality is certified international standard, the price is much lower than foreign milk products For example, the price of milk powder for children is only a third of other numbers on the market
Because the current market is very competitive, if Vinamilk increases its price by half compared to other brands, the company's market will also be negatively affected In addition, Vinamilk also said that the price increase of product will reduce the ability to buy consumers due to the average income per capita in Vietnam is still low compared to other countries
In that situation, pricing is considered one of the important factors in Vinamilk's marketing strategy to compete with competitors
The wide distribution system plays a very important role in Vinamilk's marketing strategy Over the past years, Vinamilk's distribution network has continued to be strengthened and developed strongly in the domestic and international market
Source: https://www.vinamilk.com.vn/
In Vietnam's dairy industry, there are two main distribution channels, namely traditional trade (distributors, wholesalers, retailers, consumers) and modern trade (distributors, supermarkets, people, people Consumption)
Currently, Vinamilk's domestic distribution system in these two models with more than
250 exclusive distributors and more than 200,000 retailers nationwide
According to Viettelmobile (Military Telecom Corporation), construction unit and supplier, the system will support the sales management phase of Vinamilk's distribution systems such as transaction management, inventory management Warehouse, legal liability management and information management of each retailer As a result, Vinamilk can track and update sales information of retailers every 2 - 3 hours Moreover, this system is considered to be the homogeneous ERP system and the largest distribution system in Vietnam today
Understanding the importance of advertising in the promotional strategy, Vinamilk focuses on emphasizing unlimited creativity and they have achieved success With the image of the cows dancing in the ads of Vinamilk, it has attracted many viewers, especially the children
Source: https://www.vinamilk.com.vn/
In addition to focusing on advertising strategies, Vinamilk is also aware of the importance of actions that bring sustainable value to society and the community Therefore, many meaningful social activities have been conducted, the most typical is: "Vinamilk Scholarship Fund - Nurturing young Vietnamese talents", the milk fund "Vietnam is constantly developing" And the fund "One million trees for Vietnam".
PERCEPTION
The topics of sensation and perception are among the oldest and most important in all of psychology People are equipped with senses such as sight, hearing and taste that help us to take in the world around us Amazingly, our senses have the ability to convert real-world information into electrical information that can be processed by the brain The way we interpret this information — our perceptions — is what leads to our experiences of the world
Sensation is the awareness resulting from the stimulation of a sense organ, and perception is the organization and interpretation of sensations Sensation and perception work seamlessly together to allow us to experience the world through our sensory receptors (our eyes, ears, nose, tongue, and skin) but also to combine what we are currently learning from the environment with what we already know about it to make judgments and to choose appropriate behaviours
Perception is Customer perception refers to customers' opinions, feelings, and beliefs about your brand It is critical for increasing customer loyalty and retention, as well as brand reputation and awareness
Humans possess powerful sensory capacities that allow us to sense the kaleidoscope of sights, sounds, smells, and tastes that surround us Our eyes detect light energy and our ears pick up sound waves Our skin senses touch, pressure, hot, and cold Our tongues react to the molecules of the foods we eat, and our noses detect scents in the air The human perceptual system is wired for accuracy, and people are exceedingly good at making use of the wide variety of information available to them (Stoffregen & Bardy, 2001) The eyes, ears, nose, tongue, and skin sense the world around us, and in some cases perform preliminary information processing on the incoming data But by and large, we do not experience sensation — we experience the outcome of perception, the total package that the brain puts together from the pieces it receives through our senses and that the brain creates for us to experience When we look out the window at a view of the countryside, or when we look at the face of a good friend, we don’t just see a jumble of colours and shapes — we see, instead, an image of a countryside or an image of a friend (Goodale & Milner, 2006)
Vinamilk is a well-known dairy brand in Vietnam It produces fresh milk from safe ingredients, following strict hygiene procedures Then, its products are shipped to consumers around the world using cutting edge technology This ensures that the milk is - of high quality and safe to eat
• Sight: Vinamilk uses different colors to make your eyes feel cool For example, the green tones in their products make you feel relaxed and the colorful cows on their products make you feel happy The Vinamilk dairy cow image is associated with fresh milk and cows, so it is always the first thing people think of when they see it This is why the Vinamilk brand is often associated with dairy products like milk and cheese
• Sound: The commercial for 100% fresh milk Vinamilk used lively music and advanced animation effects to create an impression on audiences The cows in the advertisements are always lively and fun, with a unique look that always makes a lasting impression This advertising campaign quickly became popular and is still remembered by many Vietnamese people today
• Taste: Vinamilk fresh 100% has many different flavors to choose from so that everyone can find what they like
• Touch: Vinamilk's products are flawlessly planned, firm in hand, making a sense of closeness to clients
Source:https://www.chili.vn/blogs/kinh nghiem vang/sensory- - -marketing-nam bat- -tui- tien-bang-marketing cam- -quan-cho giao dien- - -ban hang.html- Absolute Thresh is the lowest level at which an individual can experience a sensation.At this point, an individual can detect a difference between “something” and “nothing” and this point would be that individual’s absolute threshold for that stimulus For instance, one individual may sense the sound pitch at 20 cycles per second and the second individual may sense the sound pitch at 30 cycles per second Absolute threshold for sound in case of these two individuals would be different.The senses are likely to become increasingly dull under conditions of constant stimulation and the absolute threshold increases
Differential Threshold is the minimal difference that can be detected between two similar stimuliAlso known as the just noticeable difference (the j.n.d.)To measure the differential threshold for a stimulus, one commonly changes its intensity in very small amounts An individual’s threshold exists when she/he first notices that the stimulus has changed The difference between this value and the starting value is the just noticeable difference. Weber’s Law: The j.n.d between two stimuli is not an absolute amount but an amount relative to the intensity of the first stimulusWeber’s law states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different (“Vinamilk được đánh giá là thương hiệu sữa tiềm năng nhất toàn cầu theo báo cáo Brand Finance”)
Source: https://www.vinamilk.com.vn/vi/tin-tuc- -sukien/1908/san pham- -thuong-hieu- vinamilk duoc- -chon mua nhieu nhat- - -taiviet nam-
According to Nielsen Vietnam, Vinamilk has led the local market in terms of both volume and sales of both liquid milk and baby formula for 12 consecutive months, beginning in March 2018 Similar results from different market research reports published in the first 6 months of this year, is that this Vietnamese dairy brand continues to maintain its attractiveness to consumers )
Source: https://qandme.net/en/report/Popular-liquid-milk among Vietnamese-youth.html - -
There are several brands of liquid milk available in the market; interestingly “Vinamilk” is the top of mind brand in our recent research for both male and female, followed by “TH True Milk” However, the runner-up brands for male and female are different Male go for
“Cô gái Hà Lan” with 12% while female chose “Fami” at 3rd place with 10% (“Vietnam Market Research Report - Popular liquid milk among Vietnamese youth”)
Source:(https://www.slideshare.net/asiaplus_inc/milk drinking behaviors- - -in- vietnam?fbclid=IwAR0c-4-DDN1jOTSPJAO5jsOvNBsYj3ZJPdO5bMFWNiWnJK8oTI3hMPYgWSY
Source:(https://www.slideshare.net/asiaplus_inc/milk drinking behaviors- - -in- vietnam?fbclid=IwAR0c-4- DDN1jOTSPJAO5jsOvNBsYj3ZJPdO5bMFWNiWnJK8oTI3hMPYgWSY
Milk is a nutrient-rich beverage that may benefit your health in several ways It’s packed with important nutrients like calcium, phosphorus, B vitamins, potassium and vitamin D Plus, it’s an excellent source of protein
Milk is considered to be the source to provide the health and nutrition in Vietnam We made the survey to over 700 responses in Vietnam to understand their drinking customs, favorite brands and purchase factors.
BUSSINESS ETHICS
• STAND TALL VIETNAM” MILK FUND
In the school year 2013-2014, the Fund donated 1.2 million glasses of milk to more than 13,000 children in 57 provinces and cities nationwide Locations where Vinamilk organized and offered direct milk donation are:
Date Cities and provinces 07/2013 Quang Binh 07/2013 Kien Giang (Phu Quoc)
• Milk donation on the occasion of the inauguration ceremony of two new factories
At the inauguration ceremony of one of the Vietnam's largest dairy factories, and also on the occasion of celebrating the 20th anniversary of the National Malnutrition Prevention Program, Vinamilk and the "Stand Tall Vietnam” Milk Fund donated 150 thousand packs of Vinamilk UHT 100% Fresh Milk "Immune system support" - which were the very first ones produced by the factory's modern production line - to Vietnamese children in 10 provinces that had the highest percentage of malnutrition in children under 5, with total value of VND 1 billion On the opening day of the Vietnam Powdered Milk factory, Vinamilk's General Director signed to donate "10,000 tins of Dielac Alpha (powdered milk for young children)” at the value of VND 1 billion These products which was also the very first ones produced by the factory's modern production lines, to the poor and disabled children via Vietnam Children Support Fund and Children Support Fund of Binh Duong province
• THE "VINAMILK - NURTURING VIETNAMESE YOUNG TALENTS" SCHOLARSHIP FUND
- In the school year 2013, the program was implemented to:
• Grant 1,000 scholarships worth VND 1 billion
• Celebrate the 10 th anniversary of the "Vinamilk - Nurturing Vietnamese Young Talents" Scholarship Fund in cooperation with the Ministry of Education and Training, and organize the "Shining Vietnamese Talents" playground for primary school pupils with the participation of more than 2,000 pupils
- The implemented programs in the school year 2013 include:
• Scholarshipgrants forpoorstudents in Ben Treprovince
- Vinamilk cooperated with Vietnam Association for Victims of Agent Orange/Dioxin in Ben Tre province to grant scholarships 180 million to 280 orphans, disabled and poor students
Source: https://www.vinamilk.com.vn/
• Vinamilk'ssupport for flood victims in centralVietnam
In responding to the call of National Committee of Vietnam Fatherland Front towards the northern central provinces affected by the typhoon No 10 in 2013, during 12 th -
15 th October, Vinamilk visited and presented gifts worth VND 2.3 billion in cash to those severely suffered from the typhoon in the provinces of Quang Tri, Quang Binh, Nghe An and Thanh Hoa In December 2013, Vinamilk supported severely flooded areas in Quang Ngai Province with the total value of VND 250 million for people to repair their homes and stabilize their lives
• Participation in the "Pink blood" campaign
In 2013, Vinamilk's staff from 12 operating units participated in blood donation campaign, with the total of 850 units of blood donated At the same time, the trade unions at Vinamilk's operating units also participated in financial supporting for the treatment of disadvantaged people with illness, incurable diseases or fatal diseases at different locations and hospitals with the total amount of VND 956 million, which was partially extracted from Vinamilk's operational funds and partially from the contributions of all its officers and employees In addition, Vinamilk also participated in supporting the "The fishing nets of love” Program for fishermen in Hoang Sa (Paracel) and Truong Sa (Spratly) islands with the total amount of VND 300 million b ENVIRONMENTS
• IMPROVING THE QUALITY OF MANAGEMENT
At present, all Vinamilk's factories have been established and are operating the energy management system pursuant to the ISO 50001:2011 standard According to its plan in
2014, Vinamilk will have an exterior audit conducted on its implementation of this standard
In 2013, Vinamilk conducted energy audits at three more factories, increasing the total number of factories that received an energy audit to nine
• PROGRAM TO REPLACE TRADITIONAL ENERGY WITH CLEAN AND RENEWABLE ENERGY RESOURCES
As per the program's orientation in protecting energy resources and reducing greenhouse gas emissions, Vinamilk has transferred to the use of clean and renewable energy resources such as CNG and BIOMASS to replace the traditional FO and
Vinamilk's goal is to apply these energy resources to all its factories, in which:
Biomass fuel is used in factories that meet the requirements of ground area
CNG fuel is used in factories where ground area is limited
In 2013, Vinamilk completed a pilot project to increase the effectiveness of energy consumption in lighting at Saigon Dairy Factory This project included a design adjustment to optimize capacity and the use of energy saving lighting devices such as LED and Compact T5-T8 lamps This helped to save up to 70% of the energy consumption in lighting compared with traditional high voltage lamps
• ENVIRONMENTAL MANAGEMENT AND WASTE CONTROL
• The most modern waste control system was first put into operation at the Vietnam Milk Factory and Vietnam Powdered Milk Factory in 2013
These two have been the biggest liquid and powdered milk factories of Vinamilk Due to their large scales, we have considered implementing the waste management project at these two facilities from the design stage to meet our environmental management target
Since the early days of operation, these two factories have used the modern sewage treatment systems that meet the QCVN 40:2011 standards on industrial sewage, with a total investment of over VND 50 billion These environmental management systems also meet the ISO 14001:2004 standard It is expected that a factory audit will be conducted at these two factories in 2014, resulting in certification to the ISO 14001:2004 on Environment Management
• Waste treatment process at factories
Solid waste is classified into two groups, hazardous and non-hazardous Solid waste is collected and stored in separate places Hazardous solid waste and sludge will be transferred to licensed waste treatment services which have the specialized knowledge and competence to collect and process waste
Sewage is disposed of during the production, equipment cleaning and other activities at Vinamilk's factories Sewage will be collected and processed in the sewage treatment system Vinamilk commits to ensure that only treated water that satisfies disposal standard can then be disposed to the general discharge system or into the environment
Exhaust fumes are produced from the fuel burning process in steam boilers and treated with absorption towers
• Waste treatment process at farms
In 2013, Vinamilk continued investing in the sewage treatment system for a new farm in Lam Dong and completed building the complete processing solutions for its remaining farms It is expected that the implementation of the treatment system will start in mid-2014
The "One million trees for Vietnam" Fund launched in 2012 was a collaborative activity of Vietnam Environment Association (VEA) and Vfresh beverages, a brand of Vinamilk The program aimed at improving the living environment for people in urban areas by planting more trees The program was extended to areas where trees have practical benefits for the community such as residential areas, public areas, central routes, and schools, etc in big cities across the country
In 2013, the Fund implemented the tree-planting program at two provinces, Hue and Dalat
In Hue, the program planted twenty valuable species of trees including Erythrophleum fordii, Michelia, Sindora siamensis, Wild almond, Baobab, etc at the Quang Trung Emperor memorial campus, a national historical monument on Bân mountain, An Tay, Hue In Dalat, the Fund contributed 2,700 woody bougainvillea and golden wonder trees to Dalat University's campus c ECONOMICS
• Establish farms and apply advanced breeding techniques
Vinamilk is proud to be one of the leading companies contributing to the development of the dairy cow breeding industry with modern methods and effective improvements to enhance product values for both Vinamilk and dairy cow breeding households in Vietnam
SEMIOTICS OF VINAMILK’S PRODUCTS
In semiotics, an object is the physical entity that is being referred to, a sign is the representation of the object, and an interpretant is the meaning or understanding that is derived from the sign
In the case of Vinamilk's products:
Object: The physical entity being referred to is the dairy product, such as milk, yogurt, or cheese
Sign: The representation of the object includes the product packaging, the logo, the slogan, and the marketing materials used to promote the product
Interpretant: The meaning or understanding derived from the sign is that Vinamilk produces high-quality, nutritious dairy products that are good for the health of consumers, and that the company values family, health, and purity
For example, the object could be a carton of Vinamilk milk, the sign could be the packaging with the Vinamilk logo and slogan, and the interpretant could be the understanding that this milk is fresh, nutritious, and good for the consumer's health The interpretant may also include the feeling of trust and reliability associated with the Vinamilk brand.
CLASSICAL CONDITIONING
Classical conditioning works in the purchasing process of Vinamilk's products by creating positive associations with their brand and products through repeated exposure to certain stimuli Vinamilk's branding, marketing, and advertising efforts serve as the conditioned stimuli (CS) in this process, while the taste and nutritional value of their products serve as the unconditioned stimulus (UCS)
Through repeated exposure to Vinamilk's branding and marketing efforts, such as their logo, slogan, packaging design, and advertising campaigns, consumers may develop a positive association with the brand and their products Over time, the previously neutral stimuli become associated with positive feelings and values, such as health, purity, and family This conditioning process can influence consumer decision-making and increase the likelihood of purchasing Vinamilk's products
Additionally, the taste and nutritional value of Vinamilk's products serve as the unconditioned stimulus (UCS) in this process The natural taste and nutritional benefits of their dairy products can naturally trigger a positive response in consumers, such as satisfaction, enjoyment, and health benefits By consistently pairing the CS with the UCS, Vinamilk can strengthen the positive associations and increase the likelihood of consumer purchasing their products
Classical conditioning in the product purchase process of Vinamilk can be broken down into three stages:
- Before Conditioning: In this stage, the Vinamilk brand is a neutral stimulus that does not elicit any specific response from consumers Consumers may not have any particular association with the brand or their products before being exposed to their marketing efforts
Carton of Vinamilk milk (Object) the feeling of trust and reliability (Intepretant)
The Vinamilk logo and slogan(Sign)
- During Conditioning: In this stage, Vinamilk's branding and marketing efforts are repeatedly paired with positive stimuli, such as happy families, health, and purity Over time, the previously neutral stimulus (Vinamilk brand) becomes associated with positive feelings and values This association is strengthened through repeated exposure to the Vinamilk brand and their products
- After Conditioning: In this stage, the Vinamilk brand becomes a conditioned stimulus (CS) that elicits a specific response from consumers The positive associations that have been built up during the conditioning stage can influence consumer decision-making and increase the likelihood of purchasing Vinamilk's products The taste and nutritional value of their products serve as the unconditioned stimulus (UCS) that naturally triggers a positive response in consumers, which is further strengthened by the conditioning process
- Overall, classical conditioning plays an important role in the product purchase process of Vinamilk by creating positive associations with their brand and products, which can ultimately influence consumer behavior
HOW DOES A CONSUMER SUBCONSCIOUSLY REMEMBER THEIR PRODUCT? SO THAT WHENEVER THEY NEED A PRODUCT, THEY THINK
There are several ways a consumer can subconsciously remember a product and think of it first when they need it:
Repetition: Consistent exposure to a product through advertising, branding, and marketing efforts can increase the likelihood of a consumer subconsciously remembering it Repetition of the brand name, logo, and product features can help create a strong association in the consumer's mind
Emotional connection: Products that create an emotional connection with the consumer are more likely to be subconsciously remembered If a product makes a consumer feel happy, satisfied, or fulfilled, they are more likely to associate those positive emotions with the product and remember it in the future
Unique selling proposition: A unique selling proposition (USP) can help a product stand out in the consumer's mind and be subconsciously remembered If a product offers a unique benefit or solves a specific problem, it is more likely to be remembered by consumers who need that benefit or solution
Word- -of mouth: Positive word- -of mouth from friends, family, or online reviews can also contribute to a product being subconsciously remembered by a consumer Personal recommendations from trusted sources can increase the likelihood of a consumer remembering a product when they need it
Overall, creating strong associations through repetition, emotional connection, unique selling propositions, and word-of-mouth can help a product be subconsciously remembered and thought of first when a consumer needs it
Brands can apply classical and instrumental conditioning to conditionally stimulate customers to buy their products
HOW THE BRAND APPLIES CLASICAL AND INSTRUNMENTAL, HOW IT APPLIES TO CONDITIONALLY STIMULATE CUSTOMERS TO BUY THAT PRODUCT
Classical conditioning can be applied by creating positive associations with the brand This can be achieved by pairing the brand with positive stimuli, such as happy customers, high- quality products, and positive emotions Over time, the brand becomes associated with these positive stimuli and elicits a positive response from customers when they see it This can increase the likelihood of customers choosing the brand over competing brands
Instrumental conditioning can be applied by providing rewards for customers who choose the brand This can be achieved by offering discounts, loyalty points, or other incentives for customers who choose the brand over competing brands Over time, customers may associate the brand with these rewards and be more likely to choose it in the future to receive the same benefits
Additionally, brands can apply classical and instrumental conditioning by using effective marketing strategies For example, they can use emotional appeals in their advertising to create positive associations with their brand, and they can offer promotions and discounts to encourage customers to choose their brand over competitors
Overall, by using classical and instrumental conditioning and effective marketing strategies, brands can conditionally stimulate customers to buy their products by creating positive associations and providing rewards for choosing their brand over competing brands.
MOTIVATION PROCESS OF VINAMILK'S PRODUCT
Vinamilk is a dairy product company that operates in Vietnam The motivation behind Vinamilk's product is to provide high-quality dairy products to customers in Vietnam and around the world Vinamilk's vision is to become a leading global dairy company, known for its quality, innovation, and sustainability To achieve its goal, Vinamilk focuses on several key motivators:
Quality of products: Vinamilk's customers could be motivated by the quality of their dairy products which include milk, yogurt, cheese, and many others If Vinamilk's products are of high quality and meet customer expectations, it could motivate them to continue purchasing The set of products is processed from raw cow's milk to meet the national standards on raw fresh milk according to Circular No 29/2017/TT-BNNPTNT dated December 29, 2017 of the Ministry of Agriculture and Rural Development; Ingredients with sugar or no sugar, no preservatives used (“Phản hồi từ Vinamilk về sản phẩm sữa
“Vinamilk 100% sữa tươi – Học đường””)
Health benefits: Vinamilk's products are often marketed as having various health benefits such as being rich in nutrients like calcium and protein This could be a motivation for customers, especially those who are health conscious and looking for products that suppor- t a healthy lifestyle.Vinamilk also said that, in addition to the nutritional ingredients available in raw fresh milk, school milk must have additional ingredients that are mandatory under Decision No 1340/QD-TTg dated July 8, 2016 of the Prime Minister approving the decision approved the School Milk Program to improve nutritional status and contribute to the heightening of preschool and primary school children by 2020 (Decision 1340) (“Phản hồi từ Vinamilk về sản phẩm sữa “Vinamilk 100% sữa tươi – Học đường””)
Brand reputation: Vinamilk is a well-known and respected brand in Vietnam Customers could be motivated to purchase their products due to the brand's reputation for quality, reliability, and innovation.
Affordability: Price could also be a motivation for Vinamilk's customers If their products are affordable and accessible, it could motivate customers to choose them over other brands.
Convenience: Vinamilk's availability in many stores throughout Vietnam could be a motivation for customers who value convenience and easy access to their products.
Overall, Vinamilk's motivation for its products is to provide high-quality, innovative, and sustainable dairy products that meet the changing needs of customers and drive business growth.
HEDONIC AND UTILITARIAN NEEDS
Vinamilk is a dairy company that produces a variety of products to meet both hedonic and utilitarian needs of its customers.
Hedonic needs refer to the emotional or social satisfaction that consumers derive from using a product Vinamilk's products such as ice cream, flavored milk, and cheese can fulfill the hedonic needs of consumers who are seeking fun, indulgence, and pleasure from consuming a product These products are often associated with positive emotions and experiences such as happiness, comfort, and enjoyment
On the other hand, utilitarian needs refer to the practical and functional benefits that consumers seek from a product Vinamilk's products such as milk, yoghurt, and butter can provide utilitarian benefits such as nutrition, health, and convenience These products are often bought to meet daily dietary and nutritional requirements and to fulfill specific health goals.
In summary, Vinamilk's product portfolio caters to both hedonic and utilitarian needs of its consumers, providing them with a range of practical and enjoyable products to fulfill their diverse needs and preferences.
EXPECTANCY THEORY OF VINAMILK
The expectancy theory suggests that people are motivated to act in a certain way if they believe it will lead to desired outcomes In the context of Vinamilk's product, this theory can be applied to analyze how the company motivates its employees to produce high- quality products and deliver excellent customer service.
According to this theory, Vinamilk's employees will be motivated to produce high-quality products and engage in excellent customer service if they believe that it will lead to three important outcomes:
• Expectancy - employees must believe that their efforts will lead to improved product quality and customer satisfaction This means that Vinamilk's employees should be given the necessary training and resources to produce high-quality products and deliver excellent customer service
• Instrumentality - employees must believe that their efforts will be recognized and rewarded Vinamilk can motivate its employees by providing incentives, such as bonuses and promotions, for those who consistently produce high quality products - and provide excellent customer service
• Valence - employees must value the rewards that are being offered by Vinamilk This means that the rewards must be meaningful and relevant to the employees Vinamilk should offer rewards that appeal to its employees, such as flexible work schedule, work-life balance, and opportunities for professional growth.
By applying the expectancy theory, Vinamilk can effectively motivate its employees to produce high quality products and deliver excellent customer service, resulting in - improved customer satisfaction and increased sales.
HENRY MURRAY THEORY
Henry Murray was a psychologist who developed a theory of personality called the
"personology." While there is no direct relation between this theory and Vinamilk's product, we can analyze some key elements of the theory to understand how it can be applied to a product.
According to Murray, personality is made up of a set of motives, emotions, and needs, which are expressed through behavior He identified a number of primary needs and secondary needs, which are the driving forces behind our behavior These needs include achievement, affiliation, power, and avoidance, among others.
When it comes to a product like Vinamilk, we can relate these needs to the motivations that customers have for purchasing the product For example, customers might be motivated by the desire for health and nutrition, or they might be seeking a low-cost option for their dietary needs They may also be motivated by brand loyalty or social status associated with consuming Vinamilk products.
Vinamilk can use Murray's theory to inform their product development and marketing strategies By understanding the primary and secondary needs of their target audience, the company can create products that appeal to those needs and differentiate themselves from competitors They can also develop marketing campaigns that appeal directly to these needs, strengthening their brand and increasing customer loyalty.
MASLOW'S HIERACHY NEED THEORY OF VINAMILK
Maslow's Hierarchy of Needs theory suggests that people's basic needs must be met in a particular order Vinamilk, as a company, has taken this theory into account in its business strategy to cater to its customers' needs accordingly.
At the bottom of Maslow's Hierarchy are physiological needs, such as food, water, and shelter Vinamilk has ensured the availability of its dairy products, such as milk and yogurt, on a large scale to meet this need The company has established numerous distribution channels to ensure that customers have access to their products.
The second level of Maslow's Hierarchy comprises safety needs such as security, protection from harm, and stability Vinamilk has ensured the safety of its products by implementing strict quality control measures The company has also provided job security to its employees.
The third level of the hierarchy includes social needs such as love, affection, and a sense of belongingness Vinamilk has tried to connect with its customers by launching various marketing campaigns that emphasize the importance of family, love, and togetherness.
The fourth level of Maslow's theory is esteem needs, which include respect, recognition, and a sense of achievement Vinamilk has received numerous awards for its quality products and has also received recognition for its social responsibility initiatives, which include helping local farmers.
At the top of the Maslow's Hierarchy are self-actualization needs, which refer to personal growth, self-fulfillment, and creative expression Although Vinamilk does not directly cater to this need, the company's commitment to sustainability and innovation suggests a focus on growth and development.
In summary, Vinamilk has incorporated Maslow's Hierarchy of Needs theory into its business strategy by ensuring the availability and safety of its products, connecting with customers through marketing campaigns, recognizing and rewarding employee performance, and committing to sustainability and innovation.
MOTIVATIONAL CONFLICT
Approach-approach conflict refers to a situation where an individual faces a choice between two desirable outcomes or goals, where choosing one may cause the loss of the other In the context of a business like Vinamilk, this could mean that they face a decision between two profitable business strategies or opportunities, and choosing one may mean losing out on the other For example, they may face a decision between expanding their product line into a new market or investing in research and development to improve the quality of their existing products Both options are desirable, but choosing one may mean sacrificing the other In such a case, it is important for the company to thoroughly assess the potential outcomes of each option and choose the one that aligns with their long-term business goals and objectives
Vinamilk, a leading dairy company in Vietnam, faces an approach-avoidance conflict in terms of expanding its business internationally
On one hand, there is a strong motivation to expand globally to tap into new markets, increase revenue, and spread the brand's reputation beyond the borders of Vietnam This would enable Vinamilk to compete with international dairy giants, such as Nestle and Danone, and improve its operational efficiency by reducing its reliance on the
However, on the other hand, expanding internationally presents several challenges, such as adapting to different cultural lifestyles, complying with local regulations and quality standards, and dealing with language barriers Additionally, international expansion requires significant financial investment and managerial resources, which may divert attention from the core business in Vietnam
Therefore, Vinamilk must weigh the potential benefits and drawbacks of international expansion and carefully assess the risks and opportunities before making a decision The company needs to identify potential target markets, evaluate their potential demand and profitability, and devise an appropriate expansion strategy that aligns with its core values, mission, and objectives Vinamilk should also invest in market research, establish partnerships with local players, and leverage its brand reputation to maximize its chances of success.
Vinamilk may face an avoidance-avoidance conflict if it has to choose between two undesirable options For example, if the company has to choose between losing a significant amount of money by lowering the price of its products or potentially losing customers due to high prices, it may be facing an avoidance avoidance conflict In this - situation, Vinamilk may struggle to decide which option to choose, as both have negative consequences To resolve this conflict, the company may need to explore alternative options or seek advice from experts in the field Additionally, considering the long-term impacts of each choice may also help in making a more informed decision
What kind of motivational conflict will be between Vinamilk and TH true milk? The motivational conflict between Vinamilk and TH true milk can be a type of approach conflict, in which the individual is motivated to choose between two desired alternatives
In this case, both Vinamilk and TH true milk are famous and successful milk brands in Vietnam, and individuals may prefer both They can have a hard time deciding which milk brands to choose because they are both attractive and offer high-quality products reason, individuals may need to consider factors such as price, availability, taste and nutritional value to make a decision.
SELF – CONCEPT
Vinamilk's product development strategy has always been towards the safety and health benefits of consumers both physically and intellectually.
Vinamilk's 100% immune-supporting fresh milk products are all using fresh milk as the main raw material of cow farms and are selected and controlled extremely strictly to ensure food safety and hygiene.
Vinamilk's imported raw materials are provided by reputable suppliers of the US, Australia, New Zealand, France,
To ensure the excellent quality of products, Vinamilk constantly researches and invests in modern equipment and technology and is proud that we own the leading advanced production lines, keeping up with the latest technology leading dairy production technology in the world.
OPERATING QUALITY MANAGEMENT AND CONTROL BY
Vinamilk always attaches importance to the management and control of product quality
We apply advanced management systems such as BRC, ISO 17025 to strictly and comprehensively control all stages from before, during, and after production to ensure the quality of Vinamilk products is always safe In addition, a system of product tracing measures is also applied to ensure the recall and handling of faulty products to minimize possible impacts on consumers and society.
TRUE, COMPLETE INFORMATION FOR CONSUMERS
Vinamilk is committed to providing full and truthful information about products such as ingredients, nutritional values, and storage instructions for use to help consumers choose and use Vinamilk's products optimally and effectively satisfied (“Phát triển bền vững | Vinamilk Việt Nam”).
Vinamilk will continuously renew itself to bring consumers the most interesting and new products and experiences, with a focus on consumer health, community development and a pioneering enterprise in bringing the Vietnamese dairy brand to the world (“Vinamilk được đánh giá là thương hiệu sữa tiềm năng nhất toàn cầu theo báo cáo Brand Finance”)
SELF-ESTEEM
According to the annual report of the "Food and Beverage" industry of Brand Finance
2022, the Vinamilk brand has been valued at 2.8 billion USD, an impressive increase of 18% compared to 2021 and promoted in many major rankings in the field of food and beverage In particular, Vinamilk has surpassed 2 other big brands to take the leading position in the Top 3 most potential dairy brands in the world, Vinamilk is also the only brand from the Eastern region South Asia on these lists
Chart 1: Giá trị thương hiệu của Vinamilk liên tục tăng trong 3 năm được đánh giá bởi Brand Finance
In the dairy industry, Vinamilk has also made strides on the most important rankings Specifically, this $2.8 billion brand has moved up to 6th place in the Top 10 most valuable milk brands globally and continues to appear in the Top 5 strongest global dairy brands with 2nd position It is noteworthy that Vinamilk is the only representative from Southeast Asia, and is only behind the brand from the world's second largest market, India, in terms of brand strength.
For Vinamilk, this result is commensurate with the company's investment and orientation in branding in recent years to not only maintain its leading position in the country, but also go further and further to many markets schools in the world
Vinamilk's investments have also been positively evaluated by many domestic and foreign organizations The report "Brand Footprint 2022" recently published by Worldpanel, Kantar is also a milestone marking more than a decade of Vinamilk appearing in the leading positions in the Top 10 most chosen milk brands Vinamilk also continued to be honored for the 10th time in a row in the list of 50 best listed companies of Forbes Vietnam; Top
50 typical sustainable development enterprises in 2022 (according to Investment Bridge).Considering the scale of the factory, Vinamilk not only focuses on fresh milk but also makes many other products such as cheese, yogurt, and soft drinks Most of Vinamilk's fresh milk production lines are operating stably with maximum capacity.
SYMBOLIC SELF-COMPLETION THEORY
For Vinamilk, for example, a consumer who identifies with a health-conscious lifestyle can use Vinamilk products as a way to symbolically represent their health From this perspective, the consumption of Vinamilk's products allows individuals to achieve a sense of self-fulfillment.
Putting food safety as the top principle, Vinamilk commits that each Vinamilk product is the result of a closed cycle that fully meets strict requirements, including:
Source: https://www.vinamilk.com.vn/vi
Vinamilk is one of the first enterprises to be inspected by the inspection team of the Ministry of Health and Departments of Health from raw materials to finished products In order to fulfill the commitment to protect the health of consumers, since 2000, Vinamilk factory has successfully built the quality management standard ISO 9001: 2000 This is an internationally valid certificate that helps control and minimize the risk of poisoning in the food industry and is considered a passport for food exporters.
Vinamilk constantly researches and applies advanced scientific achievements into specialized nutritional products to help provide comprehensive health care for the whole family Vinamilk always brings you international quality nutritional solutions, meeting the needs of all consumers with delicious, nutritious and healthy products associated with leading brands in the market popular as: Vinamilk Freshmilk, Sữa đặc Ông Thọ và Ngôi Sao Phương Nam
- Milk for the elderly: Vinamilk Sure Prevent Gold, Kenko Haru, Calcium Pro
- Milk for pregnant and lactating mothers: Optimum Mama Gold, Dielac Mama Gold
- Baby milk: Dielac Alpha Gold, Dielac Grow Plus, ColusGold…
- Yogurt drink and fruitSữa chua ăn
- Soft drinks, ice cream, sugar, cheese
SELF-IMAGE CONGRUENCE MODELS
In the last month of the second quarter of 2020, Vinamilk continuously received high appreciation from prestigious research and consulting organizations in the world Specifically, according to the Worldpanel Division of Kantar, Vinamilk is the brand chosen by Vietnamese consumers to buy the most for eight consecutive years in the "Brand Footprint 2020" report Market research Nielsen also announced that many Vinamilk products such as 100% fresh milk, baby milk powder, etc continue to lead important segments of the dairy industry in terms of both revenue and volume sold in Vietnam These results all show that Vietnam's most valuable brand is still maintaining its leading position in conquering Vietnamese consumers, especially, over the past decade, Vinamilk has always maintained its high position Top 10 brands of milk and dairy products are chosen by Vietnamese consumers to buy the most with a CRP (Customer Reach Point) that far exceeds other brands
The top 10 most chosen milk and dairy products brands also have the appearance of 2 other brands, Susu and Probi, in the yogurt industry one of Vinamilk's key products Thus, in - the 10 most typical brands in the dairy industry in 2022, the names of Vinamilk have occupied 5 positions
2022 is also a year of great success for two brands from the condensed milk industry, Ong Tho and Phuong Nam Star In which, Southern Star is the brand with the fastest growth rate in the Top 5 in all 4 big cities and the entire rural area, and is also the brand that attracts more new households to use it Using the most products in 4 big cities in the Top 10, this shows a huge step forward of Southern Star in this region.
Source: https://baohatinh.vn/thuong-mai-dich-vu/vinamilk-la thuong- -hieu-sua-duoc- nguoi-tieu-dung-chon mua nhieu nhat/234727.htm-
In 2006, VINAMILK encountered an event with an error in the label when it should have been written on the package as "Unsweetened Pasteurized Milk" but written as "Pure pasteurized fresh milk" This mistake has caused strong protests in the Cambodian and Philippine markets Because, from the consumer's point of view, mislabeling is a sign of commercial fraud VINAMILK is in danger of being boycotted from the international consumer community Before this situation, Ms Mai Kieu Lien - General Director of Vietnam Dairy Products Joint Stock Company officially apologized to consumers and assured that there would be no such mistakes in the future However, Ms Lien also explained that the company's "pure pasteurized fresh milk" product has 99% raw milk for processing Products labeled "pasteurized fresh milk" have 70 80% fresh cow's milk - content, the rest are other ingredients, so VINAMILK has no fraud on product quality for customers The company also recalls misbranded products through the distribution system and immediately corrects the labels according to the regulations of the authorities to avoid misleading consumers
Not stopping there, VINAMILK also proves that the company can offer high quality fresh milk products to customers by continuing to research to offer a line of 100% pure fresh milk products
The actions of VINAMILK company in response to the "crisis" have calmed the hearts of consumers The fact that General Director Mai Kieu Lien officially apologized to consumers on the mass media, as well as on the company's official website (www.vinamilk.com.vn) is a right and wise action good Therefore, this mistake did not greatly affect the position of the brand in the international market (“Vinamilk được đánh giá là thương hiệu sữa tiềm năng nhất toàn cầu theo báo cáo Brand Finance”)
SELF-EXTENDED
After nearly 40 years of continuous innovation and development, the Vinamilk brand has become familiar to domestic and foreign consumers Not stopping there, currently, Vinamilk is continuing to assert itself with the spirit of always improving and creating not only production technology but also product categories Vinamilk's products are always of top quality according to international standards and meet the preferences of each user group
Vinamilk has equipped its dairy factories with many modern production lines originating from the US, Denmark, Germany, Italy, the Netherlands , especially Binh Duong Super Dairy Factory with natural technology 100% automation
Vietnam Dairy Factory is equipped with pasteurized fresh milk production line with modern equipment and leading advanced production technology today The factory operates on an automatic, closed line, from input material to product output Vinamilk is also equipped with a variety of advanced machines, ensuring the best product quality: UHT sterilization system, LGV robot, smart warehouse, operation system based on Tetra Plant Master automation solution, Wamas warehouse management system integrates ERP management system…
Vinamilk's product research and development department is capable and experienced, has cooperated with the world's leading research companies to bring to market top quality products that are suitable for customers' tastes consumers
An example of Vinamilk's research and product improvement is the clinical research cooperation between Vinamilk and the National Institute of Nutrition
Project name: Effect of probiotic yogurt on nutritional, digestive and immune status of 24-
Vinamilk collaborated with the National Institute of Nutrition (NIN) to conduct a follow- up study on over 400 children The following results:
1 Using Probi Live Yeast Drinking Yogurt 1 box/day for 3 months has improved the digestive status of children, reducing the rate of constipation, raw stool, and diarrhea The rate of children with anorexia decreased
Source: https://www.vinamilk.com.vn/vi
Source: https://www.vinamilk.com.vn/vi
2 Using Probi live yeast SCU daily for 3 months reduces the incidence and frequency of common diseases
Source: https://www.vinamilk.com.vn/vi
CERTIFICATION OF QUALITY AND OTHER MANAGEMENT SYSTEMS
During the process of construction and development, Vinamilk has received many certifications for the quality of raw materials, production processes and product quality that meet international standards The activities of researching ingredients, improving and standardizing testing methods are regular activities implemented by the Research and Development Center, Food Safety & Production Department of Vinamilk In addition, Vinamilk also cooperates with the National Institute of Nutrition and testing centers to build,complete the process and methods of testing and checking the criteria of food hygiene and safety The system of Vinamilk's laboratories fully meets the requirements of ISO/IEC 17025:2005 In addition to quality standards, Vinamilk also applies other advanced management systems in terms of environment and energy.