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Tiêu đề (Tiểu luận) final report vina fresh quản trị sản phẩm cải tiến sữa vinamilk
Tác giả Phan Phuc Hai, Tran Thi Kim Ngan, Le Dang Thao Vy, To Minh Tan, Nguyen Ngoc Tien, Au Duong Thanh Truong, Ngoc Thu
Người hướng dẫn Luu Thanh Thuy
Trường học University of Economics and Finance
Chuyên ngành Product Management
Thể loại Final Report
Năm xuất bản 2021
Thành phố HCMC
Định dạng
Số trang 43
Dung lượng 3,32 MB

Cấu trúc

  • I. OPPORTUNITY STAMENT TEMPLA TE (0)
  • II. PRODUCT POSITIONING STATEMENT TEMPLATE (6)
  • III. MARKET ANALYSIS (7)
  • IV. PRODUCT DESCRIPTION (10)
    • 1) Product description (10)
    • 2) Product requirements document (12)
    • 3) Diagrams and other escriptors (0)
  • V. BASE CASE FINANCIALS-BUSINESS AS USUAL (OR BASE CASE) (0)
  • VI. MARKETING PLAN (16)
    • 1) Excutive summary (16)
    • 2) Strategic context (17)
    • 3) The marketing environment for the product (18)
    • 4) The marketing mix– strategies and tactics (26)
    • 5) Product launches being planned or being carried out (34)
    • 6) Cross-functional dependencies or deliverables (35)
    • 7) Intergrated budgets for all programs (41)
    • 8) Measurements and matrics (38)
    • 9) Risks (39)
    • 10) Appendices (39)

Nội dung

PRODUCT POSITIONING STATEMENT TEMPLATE

The validated needs of this customer type include:

The product meets the needs of this customer with the following features or attributes:

• Rich in nutrients, minerals, beneficial bacteria and contains antioxidants

This customer (target) will benefit from using this product because it helps them:

• Can be used to make cakes, candies, ice creams

• Reduce the risk of heart disease and osteoporosis

• Weight and appetite control, keep you full for a long time

• Promotes bone and immune system health

• Reduce symptoms of digestive disorders such as flatulence, diarrhea, constipation

The product is unique because of the following:

• The combination of nut milk and Vietnamese fruit jam

The product compares favorably to competitive products because of the following:

• High quality, good for health

• Plant origin, does not contain harmful substances such as saturated fat, lactose, etc

• Contains many nutrients, vitamins, beneficial bacteria, antioxidants, etc.

MARKET ANALYSIS

According to Euromonitor International's statistics, the revenue from yogurt in Vietnam is increasing For example, in 2010 it reached 3,300 billion VND, in 2012 it was 5,737 billion VND, in 2013 it reached more than 12,000 billion VND This growth shows the trend of consumers increasingly focusing on yogurt products This is also a good opportunity for businesses supplying and producing yogurt in Vietnam

In 2020, the Vietnamese yogurt market is still growing steadily with a scale of VND 9.34 trillion and with the continued adoption of strategies by key players, the market size is expected to grow significantly and is expected to reach a higher structural weight by the end of 2025, with an annual CAGR of 12%

In recent years, when the economy has developed and people's income has increased, the demand for yogurt of Vietnamese people has also increased significantly

Besides, Vietnam's dairy industry in 2019 had a relatively good growth rate According to the General Statistics Office, yogurt production in 2019 reached about 390 thousand tons, up 17.65% compared to 2018 In terms of sales, yogurt increased by 17.8%

In 2020, yogurt achieved the highest growth with a CAGR of 12% compared to other dairy products According to many experts, the Vietnamese yogurt market is expected to continue to maintain a growth rate of 12% per year in the period from 2021 to 2025

Picture III.1 Graph - GDP growth of Vietnam in the period 2011-2020

It is estimated that by the end of 2020, Vinamilk will still hold the highest market share in the dairy industry with 43.3% If including Moc Chau Milk, these two companies account for more than 45% of the market

According to Euromonitor's statistics, drinking yogurt products (currently contributing more than 38% to the production structure and revenue of the yogurt market) Yogurt industry will reach a consumption of about 560 thousand tons by 2024 With a CAGR of 11.9%/year in the period of 2020 to 2024 (up 10.5% compared to the previous period), the yogurt market still remains potential for development Therefore, other businesses can completely participate in this market and market exploitation depends only on the size and strategy of each company

Picture III.2 Graph Vietnam Dairy MarketShare in 2020 –

• High quality yogurt, good for health, safe for everyone, especially children

• Yogurt is of plant origin

• Low-fat or saturated fat-free yogurt

• Yogurt has many new and attractive flavors

• Reasonable price, meet the needs

• Wide distribution network, convenient for buying yogurt

Assessing the industry's outlook in 2021, we realize that the consumption trend can still follow the "K" pattern Accordingly, businesses producing essential items will tend to develop in a positive direction and vice versa when those items are less necessary

According to SSI's research, the Vietnamese yogurt market has seen some fluctuations:

• Consumers are switching to 100% plant-based dairy products such as grains, nuts or vegetables The reason for this trend is that limitations exist in the composition of milk such as lactose, antibiotics, growth drugs, etc., causing harmful symptoms to health

• Vegan diet is also one of the factors that make consumers use nut milk

• Nut milk has the 3rd highest nutritional content in the comparison table with other types of milk

• Consumers want a low-fat or saturated fat-free yogurt

• Consumer groups with middle and higher incomes tend to use high-end dairy products

The results from the survey "Milk consumption behavior" conducted by BEAN Survey (November 2020) with 399 respondents proved the essential role of dairy products in the daily life of Vietnamese people Of these, 64% use milk daily and 55% occasionally use other dairy products every week According to SSI, the demand for dairy products during the Covid-19 epidemic period increased, with the most being yogurt In addition to reasons related to habit and convenience, 87.5% of BEAN Survey respondents choose to use dairy products because of “Good for health”, 42% because of “Nutritional” and 32% for “Safety.

PRODUCT DESCRIPTION

Product description

Vinamilk targets 2 main markets: children (6-15 years old) and adult group (16-34 years old, mainly women) With that target customer group, Vinamilk has started to survey and analyze, they realize that customers have a need for a drink with a new, attractive but not unfamiliar taste but still meet the level of demand required nutrition and palatability Therefore, two types of fruits that meet the requirements of both familiarity and novelty have been selected: cantaloup and banana With that idea in mind, Vinamilk decided to combine fresh summer fruits with the mild cool taste of yogurt fermented with natural lactic from fresh seed milk Fermented nut milk is both rich in vitamin E, fatty acids, omega-3s, fiber, unsaturated fats and gutein and zeaxanthin are outstanding antioxidants While contributing to a low-calorie nutritional drink, it does not reduce the deliciousness, smoothness and freshness typical of a drink representing summer b) Product description

Vina Fresh is a nutritious drinking yogurt suitable for all ages Fresh seed milk, after being naturally lactic-fermented, combined with mashed fruit jams produced according to a special formula in Vietnam has created a completely different product and brought customers the latest irrigation experience with natural pure fruit sauce Vina Fresh not only has a special taste of yogurt made entirely from pure, smooth fresh milk to satisfy the most demanding diners, but also provides many nutrients, vitamins and natural minerals from Pure fresh milk, natural fruit, good for health

Picture IV.1 Vina Fresh Banana and Cantaloup drinking yogurts c) Product Line

Cantaloup flavor: Vinamilk has cooperated with membrane owners in Vietnam to import Yubari cantaloup varieties grown with Japanese technology It is then censored by the workers and pushed into the production line into mashed melon jam according to a special formula that has been censored by Vinamilk at each stage

Banana flavor: Each banana is collected from the pure Vietnamese banana brand FOHLA, after going through the same censoring and preliminary processing stages but applying a separate recipe different from cantaloup, mashed banana jam will be moved to the next stage, which is to blend with the fermented fresh milk nut so that they blend together into a standard mixture

Picture IV.2 Vina Fresh Banana and Cantaloup drinking yogurts d) Product Features

Vina Fresh is a nutritional drink that can be used alone as a side meal, combined with oats, cereals and dried fruit for breakfast or combined with daily meals as a nutritional drink Vina Fresh can be used to make cakes, drinks, smoothies, ice cream, Mousse cakes, suitable for all subject s including vegetarians and vegans.

Product requirements document

• Production and Expiry Date: See packaging

• Directions for Use: Use up after opening

3 Diagrams and other descriptors a) Products Packaging

Packaging Ideas: Take the image of two fruits, cantaloupe, banana and create attractiveness as the main factor to form ideas for packaging

• Light green under the ridges combined with the pink coral orange flesh is characteristic of cantaloupe With the main cold tone, we have mixed it with a white background to bring a feeling of cheery and freshness of summer Associate the customer's mind with the color of the yogurt over the pink of the cantaloupe sauce Purple is the point that makes this design attractive, it is added with the purpose of highlighting the image of the cantaloupe and attracting curiosity, evoking a new point in both color and image for guests

• Bright yellow and young green are used to sketch the image of each banana combined with each alternate leaf vein Because the banana image is very close and familiar to most customers, that's why we combined it with a black background to push the highlight to the highest level with the purpose of attracting the target customer segment with its novelty and uniqueness Vina Fresh also has the ambition that with this new and unique design, any customer will want to pick up this product, even if they just glanced at the yogurt stall

Packaging Material: Vinamilk always upholds environmental protection, all products are packed with environmentally friendly, easy to decompose, packaging that emits less harmful gases to the environment

• The paper box has a 6- -1 packaging structure The first layer is the innermost layer, in in direct contact with food, and is made of polyethylene with the effect of sealing food and keeping heat The next layer is also made of polyethylene and has an adhesive effect The third layer is a thin aluminum layer, which has the effect of resisting factors affecting and spoiling milk such as: air, light, bacteria The fourth layer is a layer made from nylon, the fifth layer is a layer of paperboard to create rigidity and shape the paper box The last layer is a layer made from nylon that is responsible for preventing moisture from entering and is also the layer used to print illustrations for the product

• Plastic bottles are made from bioplastic PLA (polylactic acid) which is an eco-friendly biological material but still meets the needs of durable and beautiful packaging

Picture IV.3 Packaging of Vina Fresh Banana drinking yogurt

Picture IV.4 Packaging of Vina Fresh Cantaloup drinking yogurt b) The core product

Provide customers with a more nutritious drink, a multi-functional ingredient suitable for most recipes for drinks and cakes for all audiences c) The actual product

There is a special caramel recipe, special taste and deliciousness due to the recipe combined with fresh fruit advice from leading experts New and eye-catching packaging design d) The augmented product

The most comprehensive and healthy nutritional drink today, low calorie suitable for all customers, is a vegan product because it is fermented from nut milk, provides a variety of minerals and beneficial bacteria for health - supports to strengthen the immune system, is the only brand that offers a new and unique flavor first in the Vietnamese market

V BASE CASE FINANCIAL-BUSINESS AS USUAL (OR BASE CASE)

Total revenue 550,000,000,000 600,600,000,000 655,855,200,000 Cost of Goods Sold ( COGS)

Vinamilk is the biggest dairy company in Viet Nam We are the leading producer of dairy products in VietNam based on sales volume and revenue This plan is presented for Vinamilk to fulfill its mission and vision in the Vietnamese market In reality, we've created a new product for the healthcare industry, and our marketing plan will show that we have a unique opportunity to expand into the Vietnamese market b) Description of Vinamilk and Marketing Team

Picture VI.1 Top 10 prestigious food companies in 2021

Vinamilk Company has been around since 1976 Our main products originated from fresh milk, which are designed to increase energy efficiency and reduce malnourishment Currently, Vinamilk holds up to 75% of the dairy market share in our country, with 183 suppliers and more than 94,000 points of sale spread across the country Not only that, Vinamilk's products are also exported to countries such as the US, France, Poland, Middle East countries, Southeast Asia

In the third quarter of 2020, Vinamilk's consolidated net revenue reached VND 15,563 billion, up 8.9% over the same period in 2019, in which, domestic business recorded a net revenue of VND 13,264 billion, up 8.9% compared to the same period in 2019 and accounted for 85% of consolidated net revenue

The parent company's domestic net revenue reached VND 11,902 billion, up 1.5% over the same period in 2019 The second COVID-19 outbreak at the end of July 2020 had an impact on sales, but the situation was not positive Image has improved in September 2020

Most of the key product categories recorded growth over the same period in 2019 thanks to appropriate marketing strategies and the launch of new products to meet the nutritional needs of consumers

Tran Thi Kim Ngan Marketing

Executive summary, strategic context, and the marketing environment for the product

Au Duong Thanh Marketing Plan Marketing Mix and launching product Truong Ngoc Thu Risks Management Possible risks, measurements, and tactics c) Description of products or services will be marketed

We've created a new beverage for the healthcare industry, which is outside our current market This new product provides healthcare companies with greater efficiencies and cost savings not currently offered by existing products There are similar products designed for other industries, we have loads of competitive advantages to compete with other competitors d) Description of customer base and related marketing activities

Our target market is large and can be divided into 2 main categories: B2B segments and B2C segments For B2B market, we target potential intermediaries among Viet Nam: Supermarkets, convenience stores, schools, factories, … For B2C market, we can define it by age: From 6 to 18 years old; from 19 to 25 years old and from 26 to 50 years old e) Marketing program summary

Key marketing investments and expected returns

Budget Expected returns Product investments (R&D) 800.000.000

Unit of measure: VND f) Summary of financial planning and projections

Our marketing budget for the year is 60.381.000.000, which will be spread over the following marketing activities: Advertising, KOLs, sponsorship, press, events, digital platform and discounts

The product is expected to launch in April 2022 Marketing plan will be run 1 month before product launch

We propose to launch 50 million drinkable yogurt products covering Vinamilk's distribution channels Total investment for product development and marketing plan is expected to be around 56 billion VND, payback within 6 months from the time officially launching Net profit for this product is estimated at 60 billion dong, accounting for 10,98% of revenue Details of the strategic context and associated costs are presented in the table: “Base case financial business as usual (or base case).”

3 The marketing environment for the product a) Industry and competitive activities

− China imposing tariffs on US dairy product boosting Vietnamese dairy industry

− Free Trade agreement has allowed export of dairy products to EAEU

− Vietnam is a peaceful country without war and terrorism

− Vietnam is agricultural So, to produce, there are policies that government encourage milk company developing Therefore, vinamilk can be easily produced and sold, According to the Law, milk and almost all kinds of produce from agriculture or health for society have just paid 8% tax

− Politics is stable for the business of the company However, Vietnam is a mixed economy so the government still plays a big role in the market

− The Vietnamese government decreases the foreign trade barrier to attract more investment from foreign investors

− Government promulgated preferential policies (Approved 2000 billion for projects to develop dairy industry to 2020)

− Vietnam’s economic growth has become boon for dairy industry

− Growth in FDI is leading to expansion in operations, make Vietnam becomes a high potential dairy market

− According to survey data from the VN report, food - beverage currently accounts for the highest proportion in the monthly spending structure of consumers The Vietnam Assessment Report Company said that Vietnam is one of the markets with potential food and beverage consumption Consumption index of food production and beverage production in the first 9 months of 2018 increased by 8.1% and 10.2% respectively over the same period last year (GSO) => Positive outlook, revenue attracts foreign investment

− Deposit Interest Rate in Vietnam is expected to reach 4.37 percent by the end of 2021, according to Trading Economics global => Tax cut down and interest rate down

− Vietnam is estimated to post a gross domestic product (GDP) growth of between 3 percent and 3.5 percent in 2021

MARKETING PLAN

Excutive summary

Vinamilk is the biggest dairy company in Viet Nam We are the leading producer of dairy products in VietNam based on sales volume and revenue This plan is presented for Vinamilk to fulfill its mission and vision in the Vietnamese market In reality, we've created a new product for the healthcare industry, and our marketing plan will show that we have a unique opportunity to expand into the Vietnamese market b) Description of Vinamilk and Marketing Team

Picture VI.1 Top 10 prestigious food companies in 2021

Vinamilk Company has been around since 1976 Our main products originated from fresh milk, which are designed to increase energy efficiency and reduce malnourishment Currently, Vinamilk holds up to 75% of the dairy market share in our country, with 183 suppliers and more than 94,000 points of sale spread across the country Not only that, Vinamilk's products are also exported to countries such as the US, France, Poland, Middle East countries, Southeast Asia

In the third quarter of 2020, Vinamilk's consolidated net revenue reached VND 15,563 billion, up 8.9% over the same period in 2019, in which, domestic business recorded a net revenue of VND 13,264 billion, up 8.9% compared to the same period in 2019 and accounted for 85% of consolidated net revenue

The parent company's domestic net revenue reached VND 11,902 billion, up 1.5% over the same period in 2019 The second COVID-19 outbreak at the end of July 2020 had an impact on sales, but the situation was not positive Image has improved in September 2020

Most of the key product categories recorded growth over the same period in 2019 thanks to appropriate marketing strategies and the launch of new products to meet the nutritional needs of consumers

Tran Thi Kim Ngan Marketing

Executive summary, strategic context, and the marketing environment for the product

Au Duong Thanh Marketing Plan Marketing Mix and launching product Truong Ngoc Thu Risks Management Possible risks, measurements, and tactics c) Description of products or services will be marketed

We've created a new beverage for the healthcare industry, which is outside our current market This new product provides healthcare companies with greater efficiencies and cost savings not currently offered by existing products There are similar products designed for other industries, we have loads of competitive advantages to compete with other competitors d) Description of customer base and related marketing activities

Our target market is large and can be divided into 2 main categories: B2B segments and B2C segments For B2B market, we target potential intermediaries among Viet Nam: Supermarkets, convenience stores, schools, factories, … For B2C market, we can define it by age: From 6 to 18 years old; from 19 to 25 years old and from 26 to 50 years old e) Marketing program summary

Key marketing investments and expected returns

Budget Expected returns Product investments (R&D) 800.000.000

Unit of measure: VND f) Summary of financial planning and projections

Our marketing budget for the year is 60.381.000.000, which will be spread over the following marketing activities: Advertising, KOLs, sponsorship, press, events, digital platform and discounts.

Strategic context

The product is expected to launch in April 2022 Marketing plan will be run 1 month before product launch

We propose to launch 50 million drinkable yogurt products covering Vinamilk's distribution channels Total investment for product development and marketing plan is expected to be around 56 billion VND, payback within 6 months from the time officially launching Net profit for this product is estimated at 60 billion dong, accounting for 10,98% of revenue Details of the strategic context and associated costs are presented in the table: “Base case financial business as usual (or base case).”

The marketing environment for the product

− China imposing tariffs on US dairy product boosting Vietnamese dairy industry

− Free Trade agreement has allowed export of dairy products to EAEU

− Vietnam is a peaceful country without war and terrorism

− Vietnam is agricultural So, to produce, there are policies that government encourage milk company developing Therefore, vinamilk can be easily produced and sold, According to the Law, milk and almost all kinds of produce from agriculture or health for society have just paid 8% tax

− Politics is stable for the business of the company However, Vietnam is a mixed economy so the government still plays a big role in the market

− The Vietnamese government decreases the foreign trade barrier to attract more investment from foreign investors

− Government promulgated preferential policies (Approved 2000 billion for projects to develop dairy industry to 2020)

− Vietnam’s economic growth has become boon for dairy industry

− Growth in FDI is leading to expansion in operations, make Vietnam becomes a high potential dairy market

− According to survey data from the VN report, food - beverage currently accounts for the highest proportion in the monthly spending structure of consumers The Vietnam Assessment Report Company said that Vietnam is one of the markets with potential food and beverage consumption Consumption index of food production and beverage production in the first 9 months of 2018 increased by 8.1% and 10.2% respectively over the same period last year (GSO) => Positive outlook, revenue attracts foreign investment

− Deposit Interest Rate in Vietnam is expected to reach 4.37 percent by the end of 2021, according to Trading Economics global => Tax cut down and interest rate down

− Vietnam is estimated to post a gross domestic product (GDP) growth of between 3 percent and 3.5 percent in 2021

− CPI for the first seven months of 2021 has increased by 1.64 per cent compared to the same period last year while inflation has increased by 0.89 per cent => the cost of production will increase

− The maximum average Gasoline prices per liter was 23,145 vnd at the time of translation

It is expected to reduce and save transportation costs when the epidemic ends

− Worldwide economical and political instability

− Vietnam's GDP trend increased every day, it is a great opportunity for business It means that the income and life will go up and the demand to spend money is high

− Increasing young population in urban areas has impacted dairy product market Over 68% of the world’s population is living in urban areas and this trend is increasing every day and is expected to surpass 75% by 2050 Urbanization is a societal positive which enables people to come out of poverty and to live in urban areas with a different lifestyle As the urban population index is surging, they want to experience more organic dairy products The new urban population is also inclined towards soy milk, nut milk, etc

− Awareness of health and increased income and consumption has increased demand Population demographic:

The growth Vietnam has seen in the recent past is expected to continue, however, at an increasingly slower rate By 2035, the population will be growing half as quickly as it is today

It is projected that the Vietnam population will break 100 million by 2022 => It is a huge potential for the development of the dairy market?

Vietnamese consumers increasingly believe in the benefits of yogurt as a source of nutrition, strengthening the immune system, digestive support, and beauty According to data from Kantar Worldpanel, in Q1/2020, when the covid pandemic broke out, consumer interest in health-related products increased sharply Products that enhance immunity and nutrition for children and the elderly achieved impressive growth, of which drinking yogurt grew by +36% in urban areas and +17% in rural areas

It is estimated that the yogurt industry will reach a consumption of about 560 thousand tons in 2024F, corresponding to a compound growth rate of +11.9%/year in the period of 2020- 2024F (higher than +10.5 % of the previous year)

Vietnamese parents who are concerned about their child’s health are willing to spend for buying milk and other relevant stuff

− Incorporating TPM and using ERP data will streamline operational process

− Heavy investment in modern technology for dairy farming

− New technology increasing efficiency in dairy product lines

− Quality management technology product quality management according to ISO

− Combating climate change through the use of renewable energy

− Natural environment: Hot and humid monsoon climate

− Environmental issues: Pollutions from dairy farms create problems National standards have been applied:

▪ TCVN 5945: 2005 - National standard methods for the examination of industry wastewater

▪ TCVN 5939: 2005 - National Technical Regulation on Industrial Emission of inorganic substances and dust

− Vinamilk has been choosing the right places for farms

− Storms hurricanes and other natural disasters

− An ecological consequence of production processes

− Environmentally friendly through the concept of use, reuse and recycle

− Compliant on all regulatory standards

Vinamilk must ensure the production, which is safe and healthy for customers by using modern systems The company should follow the rule of food safety not only in Vietnam but also other organizations globally The government applied the ceiling market price for baby milk under 6 years old Vietnam has many different tax rates thus it affects the price decision of the company

− Domestically, Vinamilk is the leading enterprise in Vietnam in producing milk and dairy products Currently, Vinamilk accounts for about 40% of the national market Currently, the company has over 240 distributors on Vinamilk's product distribution system and over 300,000 points of sale nationwide

− Vinamilk focuses on business performance mainly in the Vietnamese market, which accounted for about 80% of revenue in the past 3 financial years Therefore, the bargaining power of the client is relatively low In addition, Vinamilk also exports products outside Vietnam to countries such as Australia, Cambodia, Iraq, Kuwait, The Maldives, The Philippines, Suriname, UAE and the US

− The brand of yogurt products is very diverse from texture to taste and is interchangeable, the price factor is no longer so important to consumers when choosing yogurt products Companies compete with each other by quality, product variety, brand strength, etc., then price For yogurt products, when the price of raw materials is high, the dairy company can raise the price of the product that customers still have to accept Therefore, the bargaining power of buyers is low

− As for the distribution intermediaries, the company will give discounts and commissions The distribution points can gain considerable power over the brands, as they can influence the decision of which yogurt product to buy for retail/final customers through consulting, product introduction However, intermediaries have the ability to have a big impact on businesses because they can easily navigate customers If the policy of commissions and discounts is not satisfactory, they can direct customers to other products to increase their income

− On the other hand, the end customer will care more about the product brand, difference, outstanding effect than price Vinamilk now considers to build an image for the product quality, brand, public relations, followed by price

− Since this is an essential commodity, widely used by children, mothers and the elderly, when input materials increase, businesses can increase prices without affecting sales Threat of substitute products

− Some recommended substitutes: Greek yogurt, nut-based yogurts such as almond yogurt, coconut milk yogurt, soy yogurt, Besides, live yeasts can also be mentioned: Proby, yakult,

− Although the market share of other enterprises is somewhat modest compared to Vinamilk, they do not give up this playing field Recently, according to research results of Kantar Worldpanel Vietnam Company, only live yeast yogurt produced in Vietnam has grown by 15% in the past year

The marketing mix– strategies and tactics

In today's market, it's very easy to find a drink or yogurt, but it is impossible to find a product that is completely natural Vinamilk cooperated with CHR Hansen - Europe's leading yeast company, to launch a breakthrough product: Vina Fresh drinking yogurt is completely plant-based Provides healthy bacteria, minerals and vitamins, supports a healthy gut and helps boost the immune system Vina Fresh Banana and Cantaloup drinking yogurts are a good choice for the family in every meal

The Positioning Statement for the Product: Nowadays, consumers are very health conscious and are always looking for vegan products Therefore, we will bring a completely natural yogurt drink with two nutritious fruits that not only provide beneficial bacteria and vitamins necessary for the body but also support the digestive tract and increase resistance

Picture VI.2 Vina Fresh Banana and Cantaloup drinking yogurts 180ml

Picture VI.3 Vina Fresh Banana and Cantaloup drinking yogurts 255ml b) Price

Vinamilk wants to expand its potential customer base and provide customers with a new, high-quality and completely plant-based product Vina Fresh drinking yogurt belongs to the high-quality, high-priced segment

Discount for Modern Trade - School, Factory 5% 5%

Discount for Modern Trade Supermarket, Mall – 8-10% 8-10%

Unit of measure: VND Table VI.1 Price for distribution channel c) Place

Vinamilk's distribution system has a total number of retail points nationwide reaching more than 240,000 (traditional trade channels) and 7,800 (modern trade channels) in 2020 and is still increasing System "Gi c m s a Viấ ơ ữ ệt" - Vinamilk store reached the milestone of 500 stores covering 63 provinces

Vinamilk has a strong and widespread distribution network across the country, helping consumers to access products conveniently, quickly and in the best conditions

Business objectives and strategies: consolidate and perfect the distribution system, in order to capture market share in markets with low market share, especially in rural areas

• For general trade channels: The company's policy is to expand agents, unlimited conditions

• For modern trade channels: Cooperate with the supply chain of Metro supermarkets, Big C, Co.op Mart, Aeon Mall,

• For 3PLS channel: The third party supports the company to distribute goods to retailers

• For direct channel: “Giấc m s a Viơ ữ ệt” is store system introduces and sells Vinamilk products nationwide d) Promotion

− TVC: “Món quà sức kh e t thiên nhiên S a chua u ng Vina ỏ ừ – ữ ố Fresh” and “Vui tết thiếu nhi 01-06 cùng Vina Fresh” advertise on HTV7, VTV1, VTV3 time under 30 seconds Promotional video short but should be impressive for consumers through images, audio, and charisma At the same time, it must convey the message and reflect the image of a fun and attractive yogurt product

− Elevators Banner advertises on frame screens and LCD screens in elevators of commercial centers and buildings where we show TVCs, images, posters of Vina Fresh to introduce and attract consumers in

Picture VI.5 Banner on LCD screen

− Bus Travel Banner advertising banners on bus bodies and stops in HoChiMinh city and HaNoi capital to attract people on the routes the bus passes

Picture VI.6 Banner on the bus stop

− TV show “Nhanh như chớp nhí” advertises on HTV2, Youtube, Vieon TV, we provide free yogurt for the program and sponsor gifts, scholarships for participants in 2022

Picture VI.7 TV show “Nhanh như chớp nhí”

− Event “Duet Challenge with VinaFresh'' will be organized on Tiktok Tiktoker & &KOLs create content related to Vina Fresh drinking yogurt with hashtags of the program to receive rewards from Vinamilk

− Đông Nhi, Ông Cao Th ng and Winnie ắ – KOLs Music Video Music video conveys the family message in daily life with cheerful, youthful music and Vina Fresh drinking yogurt

We will post on Youtube, Facebook, Website

Picture VI.8 Đông Nhi, Ông Cao Thắng and Winnie

− Trường Giang Nhã Ph– ương KOLs Post They upload images and videos containing – advertising content for Vina Fresh drinking yogurt and post on Facebook, Page

Picture VI.9 Trường Giang and Nhã Phương

− Giang ơi – Anh b n thân Vlogger - KOLs Vlog - They had to make a video with the topic ạ of health and integrate Vina Fresh drinking yogurt to advertise and post on Youtube, Facebook, Website

Picture VI.10 Giang i and Anh b n thân Vlog ơ ạ

− Sponsorship: “Vươn cao Việt Nam”, “Vinamilk ươm mầm tài năng tr ” and “Viẻ ệt Nam khuyến học” We will deduct part of the profits to donate to community funds, performing social responsibilities for the community and posting on Zing News, Thanh Nien News

Picture VI.10 Articles about the fund “Vinamilk ươm mầm tài năng trẻ Việt Nam” on Thanh niên news

− Upsize for Anniversary: Increase the volume of products but keep the same selling price for consumers, with 200 billion products upsize (add 50ml) at retail stores and supermarket supply chains nationwide

Picture VI.11 Poster of Upsize for Anniversary

− Present of Holidays: We will send gifts to consumers according to the holidays of the year at retail stores and supermarket supply chains nationwide

Picture VI.12 Posters of Tet Holidays and International Children’s Day

Picture VI.13 Posters of Autumn Festival and Chrismast

− Advertising Network: We will focus on promoting and supporting images and videos for the product launch process on Facebook, Google, Website

Picture VI.14 Promotional post on facebook of Vinamilk

Product launches being planned or being carried out

Since all product projects need to be launched, it might prove helpful to include a Launch Plan If a new product is being readied for market, then this section should be linked to the launch profile presented in the Business Case

TVC “Món quà s c kh e t thiên nhiên S a chua u ng Vina Fresh ứ ỏ ừ – ữ ố ” TVC “Vui t t thi u nhi 01-06 cùng Vina Fresh ế ế ”

KOLs MV - Gia đình Đông Nhi - Ông Cao Th ng - Winnie ắ KOLs Video - Giang Ơi - Anh B n Thân ạ KOLs Post - Trường Giang - Nhã Phương Event Event "Duet Challenge with VinaFresh" Sale Management Present of International Children's Day

Digital Advertising on Social Network and Google

Cross-functional dependencies or deliverables

a) Cross-functional dependencies or deliverables

Task or deliverable by marketing

Function to which the deliverable is due?

Due date Dependency on any other functions

Ideas All member 31/10/2021 Filter the decimal information is and and development of idea

Vy, Tân 31/10/2021 Investigate user insights and create products

Financial Tiến 31/10/2021 Financial situation at the time of product launch

Marketing Mix Ngân, Thành 31/10/2021 Investigate the market, competitors and create a Marketing Mix strategy

Budget Hải 31/10/2021 Calculate and provide costs for the marketing mix strategy

Other Thụ 31/10/2021 Provide KPIs and risks for product launch b) RACI Matrix

New product Planning New Product

Post-Launch Product management Strategy Concept Feasibility Definition Development Launch Growth Maturity Dechine

7 Integrated budgets for all programs

Program Detail Price Quality Total

TVC "Món quà sức khỏe từ thiên nhiên – Sữa chua uống Vina Fresh"

TVC "Vui tết thiếu nhi 01-06 cùng Vina Fresh”

Thang & Winnie MV 1,200,000,000 1,200,000,000 KOLs Vlog

Nha Phuong Post 30,000,000/ post 2 posts 60,000,000

TV show "Nhanh như chớp nhí" 250,000,000 250,000,000

Anniversary 10% 2,000 200,000 units 400,000,000 Present of Tet

Holiday 200,000,000/ month 1 month 200,000,000 Present of

Present of Mid- autumn Festival

Advertising on social Network and Google

Facebook 150,000,000/ month 3 months 450,000,000 Google 350,000,000/ month 3 months 1,050,000,000

Total: 50,168,000,000 Back-up plan: 5,016,800,000 Total: 55,184,800,000

From the first quarter of 2022 to the end of the second quarter of 2023 a) Business objective

• Sales out of the unit: 50,000,000 units

• Consumption: Increase sales of similar products by 5%

• Loyalty: maintain old loyalty and attract 20% more customers in the segment c) IMC objective

• Digital: 30% increase in website traffic in 3 months

• Advertising: Increases reach by 40% during launch

• KOLs: MV reached 2 million views in 6 months

• Event: 500,000 hashtags on Tiktok during the event period

10 Appendices a) Brianna Elliott, RD on 20/1/2017 7 Impressive Health Benefits of yogurt

DOI:https://www.healthline.com/nutrition/7-benefits-of-yogurt#TOC_TITLE_HDR_11 b) Đỗ Huyền, BNEWS, TTXVN on 14/02/2021 Ngành sữa kỳ vọng ti p tế ục tăng trưởng trong năm 2021.

DOI:https://bnews.vn/nganh-sua-ky-vong-tiep-tuc-tang-truong-trong-nam-

2021/186643.html c) Trần Anh, TheLeader on 06/04/2021 Vinamilk ti p tế ục M&A để tăng doanh thu và thị phần

DOI:https://theleader.vn/vinamilk-tiep-tuc-ma-de-tang-doanh-thu-va-thi-phan- 1617681684422.htm d) Tri Túc, Cafef on 14/01/2021 Quy mô ngành sữa đạt 135.000 tỷ đồng trong năm 2020, Vinamilk đang giành thêm thị ph n ầ

DOI:https://cafef.vn/quy-mo-nganh-sua-dat-135000- -dong-trong-nam-2020-vinamilk-ty dang-gianh-them-thi-phan-20210113175840899.chn e) M.Chung, VnEconomy on 01/02/2021 Ngành sữa năm 2021 sẽ tăng trưởng theo k ch bị ản nào?

DOI:https://vneconomy.vn/nganh-sua-nam-2021- -tang-truong-theo-kich-ban-nao.htmse f) Admin, MyQuang.vn on 13/05/2021 Báo cáo Nghiên c u th ứ ịtrường s a chua Vi t Nam, ữ ệ Báo cáo nghiên c u th ứ ịtrường

DOI:https://myquang.vn/thi-truong-sua-chua-viet-nam/ g) The World Bank GDP Growth (annual %) -Vietnam

DOI:https://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG?end 20&locations

=VN&start 11 h) Think USA Dairy S a chua và s c kh e ữ ứ ỏ

DOI:https://www.thinkusadairy.org/vi-vn/home/health-and-wellness/yogurt-and-health

The risk of materials in the production line leads to the delay of orders affect business operations

With a new product launching into the market, the problem of raw materials and production lines is an urgent aspect that the company must build solid raw materials and re-invest in a new production line to be able to operate well to meet the requirements of the market to the market thereby reducing difficulties for the company

Risks of changing tastes and customer loyalty

Must let customers evaluate product quality, price, product image and promotions, thereby directly affecting and building customer trust and satisfaction

With a new product line, it takes strong work from the marketing team in the long term to make your product less likely to be stolen i) Vinamilk Báo cáo th ng niên ườ năm 2019

DOI:https://www.vinamilk.com.vn/static/uploads/bc_thuong_nien/1585291596-

7f525505f3621558355a60c10f6862cbb3b9c9863921a9b06587f7b42a0f9733.pdf j) Vinamilk Báo cáo thường niên năm 2020

DOI:https://www.vinamilk.com.vn/static/uploads/bc_thuong_nien/1617354921-

428a45ccc0746e6cdfa3569800fb919bbf8e6d36b54603862caf12ac95d89383.pdf k) Steven Haines (2009) The Product Manager’s Desk Reference

Tên thành viên Thời hạn nộp bài

Nộp lại bài mới ngày 26/10

Họp lần cuối chốt nội dung 28/10

Nộp bài ngày 29/10 Tân Có mặt Đã nộp Có mặt Đã nộp

Tham gia Đã nộp Tiến Có mặt Đã nộp Có mặt Đã nộp

Tham gia Đã nộp Thụ

Không tham gia Đã nộp

Vy Có mặt Đã nộp Có mặt Đã nộp

Thành Có mặt Đã nộp Có mặt Đã nộp Tham gia Đã nộp

Ngân Có mặt Đã nộp Có mặt Đã nộp

Tham gia Đã nộp Hải Có mặt Đã nộp Có mặt Đã nộp

Table VI.2 Timeline for working

Thời hạn và Đánh giá

5M (Market Size, Share, Growth, Need, Trend)

Product Requirements Document Diagrams and other descriptors Product Packaging Powerpoint

5 Product lauches being planned or being carried out 100% 100% 100% 100%

6 Cross-functional dependencies or deliverables

Measurements and matrics

From the first quarter of 2022 to the end of the second quarter of 2023 a) Business objective

• Sales out of the unit: 50,000,000 units

• Consumption: Increase sales of similar products by 5%

• Loyalty: maintain old loyalty and attract 20% more customers in the segment c) IMC objective

• Digital: 30% increase in website traffic in 3 months

• Advertising: Increases reach by 40% during launch

• KOLs: MV reached 2 million views in 6 months

• Event: 500,000 hashtags on Tiktok during the event period.

Appendices

a) Brianna Elliott, RD on 20/1/2017 7 Impressive Health Benefits of yogurt

DOI:https://www.healthline.com/nutrition/7-benefits-of-yogurt#TOC_TITLE_HDR_11 b) Đỗ Huyền, BNEWS, TTXVN on 14/02/2021 Ngành sữa kỳ vọng ti p tế ục tăng trưởng trong năm 2021.

DOI:https://bnews.vn/nganh-sua-ky-vong-tiep-tuc-tang-truong-trong-nam-

2021/186643.html c) Trần Anh, TheLeader on 06/04/2021 Vinamilk ti p tế ục M&A để tăng doanh thu và thị phần

DOI:https://theleader.vn/vinamilk-tiep-tuc-ma-de-tang-doanh-thu-va-thi-phan- 1617681684422.htm d) Tri Túc, Cafef on 14/01/2021 Quy mô ngành sữa đạt 135.000 tỷ đồng trong năm 2020, Vinamilk đang giành thêm thị ph n ầ

DOI:https://cafef.vn/quy-mo-nganh-sua-dat-135000- -dong-trong-nam-2020-vinamilk-ty dang-gianh-them-thi-phan-20210113175840899.chn e) M.Chung, VnEconomy on 01/02/2021 Ngành sữa năm 2021 sẽ tăng trưởng theo k ch bị ản nào?

DOI:https://vneconomy.vn/nganh-sua-nam-2021- -tang-truong-theo-kich-ban-nao.htmse f) Admin, MyQuang.vn on 13/05/2021 Báo cáo Nghiên c u th ứ ịtrường s a chua Vi t Nam, ữ ệ Báo cáo nghiên c u th ứ ịtrường

DOI:https://myquang.vn/thi-truong-sua-chua-viet-nam/ g) The World Bank GDP Growth (annual %) -Vietnam

DOI:https://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG?end 20&locations

=VN&start 11 h) Think USA Dairy S a chua và s c kh e ữ ứ ỏ

DOI:https://www.thinkusadairy.org/vi-vn/home/health-and-wellness/yogurt-and-health

The risk of materials in the production line leads to the delay of orders affect business operations

With a new product launching into the market, the problem of raw materials and production lines is an urgent aspect that the company must build solid raw materials and re-invest in a new production line to be able to operate well to meet the requirements of the market to the market thereby reducing difficulties for the company

Risks of changing tastes and customer loyalty

Must let customers evaluate product quality, price, product image and promotions, thereby directly affecting and building customer trust and satisfaction

With a new product line, it takes strong work from the marketing team in the long term to make your product less likely to be stolen i) Vinamilk Báo cáo th ng niên ườ năm 2019

DOI:https://www.vinamilk.com.vn/static/uploads/bc_thuong_nien/1585291596-

7f525505f3621558355a60c10f6862cbb3b9c9863921a9b06587f7b42a0f9733.pdf j) Vinamilk Báo cáo thường niên năm 2020

DOI:https://www.vinamilk.com.vn/static/uploads/bc_thuong_nien/1617354921-

428a45ccc0746e6cdfa3569800fb919bbf8e6d36b54603862caf12ac95d89383.pdf k) Steven Haines (2009) The Product Manager’s Desk Reference

Tên thành viên Thời hạn nộp bài

Nộp lại bài mới ngày 26/10

Họp lần cuối chốt nội dung 28/10

Nộp bài ngày 29/10 Tân Có mặt Đã nộp Có mặt Đã nộp

Tham gia Đã nộp Tiến Có mặt Đã nộp Có mặt Đã nộp

Tham gia Đã nộp Thụ

Không tham gia Đã nộp

Vy Có mặt Đã nộp Có mặt Đã nộp

Thành Có mặt Đã nộp Có mặt Đã nộp Tham gia Đã nộp

Ngân Có mặt Đã nộp Có mặt Đã nộp

Tham gia Đã nộp Hải Có mặt Đã nộp Có mặt Đã nộp

Table VI.2 Timeline for working

Thời hạn và Đánh giá

5M (Market Size, Share, Growth, Need, Trend)

Product Requirements Document Diagrams and other descriptors Product Packaging Powerpoint

5 Product lauches being planned or being carried out 100% 100% 100% 100%

6 Cross-functional dependencies or deliverables

7 Intergrated budgets for all programs Thụ

Table VI.3 Rate for working

Tiêu chí đánh giá của Leader

STT Mục tiêu Phần trăm hoàn thành

1 Nộp bài đúng thời hạn 20%

3 Nội dung đúng với đề mục 20%

4 Các nội dung đã chỉnh sửa theo cuộc họp trước 10%

5 Có tham các cuộc họp trước mỗi bài nộp 20%

6 Cá thành viên tự đánh giá công việc bản thân 10%

7 Thành viên đưa ra tiêu chí đánh giá 10%

Tiêu chí đánh giá của thành viên

Thành Hoàn thành 100% hết ngày 24/10,31/10

Tân Hoàn thành 100% hết ngày 24/10,31/10

Vy Hoàn thành 100% hết ngày 24/10,31/10

Tiến Hoàn thành 100% hết ngày 24/10,31/10

Ngân Hoàn thành 100% hết ngày 24/10,31/10

Hải Hoàn thành 100% hết ngày 24/10,31/10

Table VI.4 Evaluation criteria for working

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