final project marketing plan for néstle milo course title principle of marketing

According to market research group Euromonitor, in 2020, the consumption of milk and dairy products in Vietnam will reach 1.76 million tons, an increase of 8.6% compared to 2019.. Nestlé

VIETNAM NATIONAL UNIVERSITYINTERNATION SCHOOL

FINAL PROJECT: MARKETING PLAN FOR NÉSTLEMILO

Course title: Principle of Marketing

Nguyen Thi Huong Ly – 22070606Nguyen Thi Khanh Ly – 22070396Nguyen Phuong Thao - 22070424

Lecturer : Dr Nguyen Van Phuong

Hanoi, June 2 2023nd

1.1: Strong resources from mother group Nestle: 25

1.2: Outstanding product quality: 25

1.3: Strong brand awareness and high market share: 25

1.4: Excellent Marketing Activities: 26

1.5: Widely distributed: 26

2 Weaknesses: 26

2.1: Do not change the packaging, models: 26

2.2: No change in taste: 26

2.3: No innovation and product development: 27

2.4: Getting involved in a scandal that affects brand reputation: 27

3 Threats: 27

3.1: More and more powerful competitors: 27

3.2: Competition from substitute products: 272

3.3: Wrong information: 27

4 Opportunities: 28

4.1: The domestic market is still very potential: 28

4.2: High potential customers and great demand: 28

3.1: Milo - a nutritious and energy-boosting drink: 32

3.2: Nestle for environment and sustainable development: 32

IV BUYING CUSTOMER BEHAVIOR ANALYSIS: 33

1 Subjective and Objective Reason: 33

1.1: Subjective reason: 33

2 Objective reason: 35

2.1: Communication and reference group: 35

2.2: Social class: 36

2.3: Culture and subculture: 36

2.4: Process of buying decision-making: 37

IV IDENTIFY MARKETING STRATEGY (4P) 39

1.6: Product Life cycle 42

1.7: Product support service 43

V MARKETING OBJECTIVES (SMART MODEL): 46

VI MARKETING STRATEGY & MARKETING MIX 47

What is marketing? This is a critical component in the operation of a company There is a lot of misunderstanding when people think "Marketing is advertising or sales", and it's much worse when they think it's a "Multi-level operation." According to the American Marketing Association, marketing is defined as: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Simply, Marketing is a popular way for businesses to communicate with their consumers All of this is done to attract customers and build long-term connections with them Marketing is a function of business activities and a key that guides the entire operation of the business in discovering, meeting, and satisfying a customer's needs.

Nowadays, the dairy industry seems to be no stranger to Vietnamese consumers While the COVID-19 epidemic is complicated, and other consumer industries are being significantly affected by this situation, the dairy industry is still growing strongly, even stronger than before the epidemic in 2020 According to market research group Euromonitor, in 2020, the consumption of milk and dairy products in Vietnam will reach 1.76 million tons, an increase of 8.6% compared to 2019 Dairy product sales in Vietnam increased by 10.3% What factors

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have led to the dairy industry's rapid growth? The successful marketing techniques of dairy firms in Vietnam are critical Referring to effective marketing strategies, it is impossible not to mention the milk brand Nestle Milo, a brand trusted by Vietnamese people since 25 years ago, appearing in Vietnam.

This essay has the purpose of analyzing the Milo milk marketing strategy of Nestle company From there, it is possible to make strategic recommendations to help improve Nestle Milo's marketing strategies, helping the company increase its market share in the Vietnamese dairy

Nestlé is a Swiss multinational food and beverage corporation, which is located in Vevey, Switzerland Nestlé was founded by a pharmacist, Henri Nestlé In 1860, the rate of children born in Switzerland had a high mortality rate of up to 15-20%, this was the impetus for the pharmacist Henri Nestlé to think of the idea of producing a nutritious powder for babies With his knowledge and expertise in the field of pharmacology, Henri Nestlé invented a milk product for newborns who could not be breastfed His first success came when he saved the life of a preterm newborn who couldn't be fed breast milk or other traditional meal alternatives The importance of this new product was rapidly realized after Nestlé's revolutionary formula saved the life of a premature infant Since then, Farine Lactée Henrie Nestlé milk powder has been extensively offered throughout Europe.

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Picture 1.2: Nestlé Founder - Source: https://peoplaid.com/2020/08/10/henri-nestle/

Growing to this day, the company has grown to be one of the largest food and drink manufacturers in the world with more than 400 factories in 85 countries around the world Nestlé makes its presence known in those markets using properly designed local and international marketing strategies Nestlé's wide range of products includes baby products, healthy food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet food, and snacks Nestlé entered the Vietnam market in 1912 and launched its first branch office in Ho Chi Minh City

This research focuses on MILO, which is one of the company’s widely consumed products in global markets.

2 Product Description:

Nestlé Milo barley drink is a complete combination of the unique, delicious taste of cocoa and the rich natural source of vitality and nutrients from milk, whole grain rice, and vitamins and substances Most commonly sold as a powder in a green tin, often depicting various sports activities, Milo is available as a pre-mixed beverage in a number of countries and has since been developed into a snack and breakfast cereal Its composition and taste vary in some countries It is developed by Thomas Mayne in Australia in the early 1930s with the aim of dedicating to the development of children Nestlé Milo has been a prominent brand in the Vietnamese market for over 25 years and becomes the industry leader in terms of quality and market share in healthy cocoa beverages.

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Picture 1.3: Nestlé Milo – Source: https://www.nestle.com/brands/drinks/milo

II MISSION, VISION, AND CORE VALUES: 1 Mission:

"The world's premier nutrition, health, and wellbeing corporation," according to Nestlé's mission statement Our objective of "Good Food, Good Life" is to provide customers with the highest quality, most healthy alternatives across a wide range of food and beverage categories and eating circumstances Nestlé always strives to become one of the leading companies in nutrition and health To demonstrate Nestlé's commitment to the market for the nutritional quality of its products, the company has built the trust of its customers, helping to improve the lives of millions of people.

2 Vision:

"To be a global, competing Nutrition, Healthcare, and Wellness Company producing greater value for shareholders by being a chosen responsible company, chosen employer, preferred partner, and chosen seller of products/ services."

Nestlé aspires to be a leading, competitive company that delivers nutrition, health, and value to consumers and improved benefits to shareholders by being the company, employer, supplier, and seller of favorite products Nestle wants to contribute to society and maintain long-term development, contributing to a healthier world.

3 Core Values:

"Full legal conformity, integrity, fair dealings, integrity, and respect" are Nestlé's basic principles.

Nestlé's fundamental principles are all focused on the company being trustworthy A dependable business demonstrates integrity, respect, fair dealings, honesty, and compliance Because of its credibility, the company may enter new markets while rapidly developing into a huge enterprise These principles encourage performing things appropriately while adhering to the processes that have been set It also highlights the existence of appropriate interdependencies between various parties.

III ENVIRONMENT ANALYSIS IN VIETNAM:

1 Microenvironment:

1.1: The company:

Nestlé Milo is part of Nestlé Corporation, a leading fast-moving consumer goods company Moreover, Milo is a familiar brand for millions of Vietnamese people, particularly the young generation, for decades and has a strong position in the food and drink industry in the Vietnamese market.

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Picture 1.4: Logo Nestlé Milo – Source: https://en.wikipedia.org/wiki/Milo_(drink)

1.2: Suppliers:

Following Nestlé S.A: “More than 5 million farmers in rural regions provide raw materials for our operations We are working on a number of initiatives to guarantee that rural regions become desirable locations to live, work, and invest for future generations” These guidelines have helped Nestlé Milo establish a network of trustworthy suppliers, more than half of whom are committed to upholding product quality: Business ethics; sustainability; minimum wage; health and safety; and the environment Nestlé has strategically collaborated with partners such as the Ministry of Agriculture and Rural Development to provide over 28 million disease-resistant seedlings with good yields to farmers.

1.3: Marketing intermediaries:

Marketing intermediates are primarily responsible for selling and distributing the company's products The more marketing intermediaries the firm has, the more items reach users + Shopping mall: Aeon Mall, Big C, Vincom, …

+ Convenience stores: Circle K, Family Mart, Winmart, … + E-commerce: Shopee, Lazada, Sendo, …

+ Large and small household grocery stores

Picture 1.5: Milo in Shopee – Source: https://tinyurl.com/2hknqwyr

Picture 1.6: Milo in BigC – Source: https://tinyurl.com/2o3zvze6

The reseller ensures that Milo's goods receive excellent publicity Furthermore, Nestlé collaborates with advertising agencies to run campaigns that encourage youngsters to

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enhance sports activities in order to become more active and improve their health during this epidemic season.

1.4: Competitors:

In a competitive market, various competitors, such as Ovaltine, which supplies the same product as Milo, strive to capture Milo's top spot Nestlé Milo is a firm that primarily produces milk made from barley, so Nestlé Milo has a very strong competitor, Ovaltine Both of them have the same chocolate flavor but differ in taste, making them challenging options for consumers Although Nestlé Milo still holds the largest percentage of this market, Ovaltine is also considered a danger with aggressive marketing campaigns that hit the customers' minds Furthermore, Nestle Milo in Vietnam is always competing with indigenous brands such as TH True Milk, Vinamilk, Love'in Farm, Nutrifood, …

Picture 1.7: Ovaltine – Source: https://www.pokka.co/partner-brands/ovaltine

1.5: Publics:

Nestlé Milo is a global leader in food and beverages with a large manufacturing and sales network During Covid-19, Nestlé has consistently supported the Vietnamese government in its battle against the pandemic The motivational support program "Always healthy, always positive" has encouraged people to lead active lifestyles Moreover, Nestlé has assisted affected small business partners such as Vietnam small restaurants, small diners, and school canteens with a total gift value of up to 22 billion VND Notably, Nestlé gave schools 2,000,000 cartons of Milo milk to mark the end of social segregation and kids' return to school.

Picture 1.8: Nestllé Milo charity activities – Source: https://tinyurl.com/2nlqw8qa

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1.6: Customer:

When starting a business, all businesses must identify the market as customers who can satisfy their demands The customer is the most important aspect of the microenvironment Because all marketing activities are customer-centric and customer satisfaction

+ Consumer markets: Households, students, and children, … + Business markets: Schools, Companies, …

+ Reseller markets: Supermarket chains such as Big C, Vincom, AeonMall, convenience

Vietnam is one of the developing countries with the golden population pyramid along with the top 15 populations in the world Vietnam has a young population structure, with 4234 babies being born on average every day, which makes it ideal for producing goods that give kids nourishment Given the wide variety and wealth of human requirements in today's world, dairy enterprises have a fantastic potential to dominate the Vietnamese market Scientists have shown that youngsters between the ages of 4 and 18 have higher calcium requirements than adults, necessitating the use of milk supplemented with calcium This characteristic sets Milo with chocolate 10 barley flavor apart from other kinds of milk made mostly from cows, which has aroused the impressionable taste senses of this age group Due to these population features, Nestle Milo may find a market in Vietnam.

2.2: Economic:

The first Nestle office was established in 1912 It is thus accurate to state that this group has nearly fully understood Vietnam's economic position from the very beginning of industrialization in order to enter the Vietnamese market Particularly, the GDP per capita rose and the poverty rate significantly decreased The GDP has grown significantly and quickly, which has increased consumer spending power on goods and services for personal care According to market research, milk, and dairy product consumption is increasing in

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c Conclusion and Recommendation:

First at all, please compare the revenue and profít of Milo and Ovaltine in recent years:

Net Revenue (VND Billion)Profit (VND Billion)

Table 2.3: Revenue and Profit comparison between Milo and Ovaltine – Source: Doanhnhan.vn With Ovaltine's marketing strategy being assessed as quite lackluster in the past, the recent media event Ovaltine has made a strong leap As a famous Swiss brand, however, Ovaltine still has to overcome a big obstacle when Milo still considers herself a "big sister" in the Vietnamese market Ovaltine's advertising campaign with "disgusting" responses recently has helped the company regain market share in Vietnam With the campaign causing a media storm for a long time, Ovaltine is expected to have more explosive campaigns and make a story in the future.

4 Collaborators

Currently, Néstle Milo has 136 distributors, hundreds of thousands of genuine agents, and millions of retail outlets and has product coverage throughout 63 provinces and cities nationwide.

In 2020, the COVID-19 pandemic broke out, and the world economy, in general, was severely affected For small service businesses, this outbreak has caused many people to face unprecedented difficulties and even some people had to temporarily close their businesses In order to support the struggling retail business partners including small shops, small restaurants, and school canteens, to have more determination to overcome “the storm”, Nestlé Vietnam has implemented the Program " Overcome Challenges, Embrace Opportunities” to encourage these business partners to reopen and resume business activities The total value of this initiative is expected to be 22 billion VND in the form of Nestlé products.

Picture 2.9: Nestle Vietnam supports partners – Source: Laodongthudo

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Besides that, by cooperating with the Ministry of Education and Training and the Vietnam General Administration of Sports, many schools have been sponsored by Milo, providing exercise equipment and sports, and many localities are supported to organize sports and fitness movements The campaign used major social networks such as Facebook, and Youtube to share inspirational stories to young people in the Vietnamese community Results of the campaign: more than 320,000 parents have committed to act with Nestlé in the actualization of the "Overall project to develop physical fitness and stature of Vietnamese people in the period 2011-2030" The success of the campaign also extends beyond Vietnam, taking Nestle to surpass more than 600 other outstanding campaigns in the Asia Pacific to become the first Vietnamese food and beverage business to be honored Effie Award 2018 (one of the most prestigious awards in the field of advertising) The campaign of Nestlé Milo and Ogilvy Vietnam contributes to strengthening children's perception of playing sports

5 Context:

Context analysis in 5C is the assessment and consideration of the surrounding environment of the business, including factors such as the market, business planning, cultural backgrounds, laws, economic situation, social class, etc This can help businesses have an overview of the business environment and geographical factors, status, etc may affect their business This essay will implement Context analysis according to the PEST Analysis model.

5.1: POLITICAL

Legal: From January 1, 2023, the regional minimum wage will continue to comply with

Decree 38/2022/NĐ-CP stipulating the minimum wage for employees working under labor contracts.

Specifically, the regional minimum wage in 2023 by month for employees are as follows:

RegionRegional minimum wage by month

Table 2.4: Regional minimum wage in 2023 by month for employees – Source: Thuvienphapluat According to above Table, the minimum wage in 2023 by region has increased, not nearly 3 million a month as in previous years Thus, the increase in this salary will help boost the purchasing power of consumers, contributing at least a small part to the Milo dairy market However, at present, the sense of law enforcement is still incomplete, especially in the field of anti-manufacturing and trading in counterfeit goods, counterfeit goods, and smuggling In 2022, Nestlé Vietnam Co., Ltd was once again voted as the most sustainable enterprise in Vietnam in 2022 in the field of manufacturing This is the second year in a row that Nestlé Vietnam has been recognized as the Most Sustainable Enterprise in Vietnam in the manufacturing sector and for the fourth year in the Top 3 Most Sustainable Enterprises To achieve this recognition, Nestlé Vietnam has met the CSI 2022 Sustainability Index with 130

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indicators, of which 68% are related to legal compliance requirements - which are mandatory for all enterprise.

Political stability: Vietnam has maintained a stable political environment over the past decade, which is conducive to business operations and long-term investments This stability provides Milo with a favorable environment for growth and expansion.

Government policies: The Vietnamese government has implemented policies to attract foreign direct investment (FDI) and support the food and beverage industry Initiatives such as tax incentives, streamlined regulatory processes, and infrastructure development have encouraged businesses like Milo to invest and operate in Vietnam.

Trade agreements: Vietnam's participation in various regional and international trade agreements, such as the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) and the European Union-Vietnam Free Trade Agreement (EVFTA), has opened up opportunities for Milo to access larger markets and benefit from reduced trade barriers.

5.2: ECONOMIC

According to a Market Report of Research and Markets, the revenue of Vietnam's dairy industry nearly doubled from $4.4 billion in 2017 to $8.4 billion in 2021, of which domestic production met less than half of the demand bridge The value of dairy products imported into Vietnam in 2021 is 11.8 billion USD, up 12.4% over the same period

The reason for the positive growth of Vietnam's dairy industry, according to the Vietnam Dairy Association, is that many companies are investing in equipment and applying technology with a high degree of automation on par with the region and the world world, improve production, quality, and food safety, diversify products and get deeper access to the milk and dairy product value chain in domestic and international markets Specifically, despite the impact of the epidemic as well as the global economic recession, milk production still made good progress in 2021:

Vietnam's fresh milk production will reach 1.2 billion liters in 2021 and will increase to 2 billion liters in 2030 Despite the increase in output, domestic fresh milk production only meets 40-50% of domestic demand, the rest is mainly imported.

However, besides the positive manifestations, the Vietnamese dairy market still has certain disadvantages In the first nine months of 2022, Vietnam's milk export turnover only reached 175.2 million USD, down 30.5% over the same period in 2021 Export turnover of main dairy products all decreased In which, the export turnover of powdered milk reached the highest value of 78.6 million USD, down 37.2%; whole milk powder reached 39.1 million USD, down 13.8% Export turnover of a number of other products also decreased such as sweetened condensed milk down 26.2%; yogurt decreased by 81.3%.

Milk export turnover to some main markets decreased In which, the largest export market is Iraq with 92.5 million USD, down 60%; Cambodia decreased by 24.2%; Hong Kong fell 28.2%.

In the coming time, according to experts, Vietnam's dairy exports will shift to expand to some Southeast Asian markets, such as the Philippines.

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5.3: SOCIAL

With a population of nearly 100 million in June 2023 This is a favorable condition for Nestle to develop the market Milk consumption per capita in Vietnam will only reach 28 liters in 2021, lower than Thailand (35 liters) and Singapore (45 liters), the growth potential is still great Analysts expect milk consumption per capita in Vietnam to reach 40 liters by 2030 Consumption is increasing gradually thanks to a large, young and rapidly growing population.

However, the market demand is increasingly diverse in terms of types and quality, so it requires more and more work

The company must always improve production, invest in new technologies to maintain and increase market share.

Dairy companies are also seeing increasing opportunities to serve Vietnam's elderly population (65+), which is expected to reach 14% by 2040, up from 7% in 2020.

5.4: TECHNOLOGICAL

Bong Sen factory is the largest milk and instant drink factory in Vietnam with an investment capital of 70 million USD, total area of 10 hectares, designed capacity of 68,500 tons of products/year.

Picture 2.10: Bong Sen Factory in Hung Yen Province – Source: Internet

The factory uses the latest in environmental technology, including an eco-friendly cooling system and a heat and energy recovery system The plant does not discharge harmful emissions to the soil The plant's high environmental standards are part of Nestlé's zero-hazard operation goal by 2030 Inside the factory is a modern production line with a system of pipes and tanks for clean mixing and ensuring hygiene and safety Most of the production lines are automated from foreign technology and only need a few workers to operate Modern technology and food safety and hygiene are always the top criteria of Nestle Vietnam in general and Nestle Milo in particular Each milk product line, every time it is produced, is

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sampled at the inspection room to ensure consistent quality, meeting the requirements of the manufacturer.

Picture 2.11: Product quality verification – Source: Zingnews

1 Strengths:

1.1: Strong resources from mother group Nestle:

Nestlé S.A is a Swiss multinational food and beverage group with its headquarters in Vevey, Vaud, Switzerland It is the largest food company in the world, measured by revenue and other metrics, as of 2014 The group ranked 64th in the 2017 Fortune Global 500 list and 33rd in the 2016 edition by Forbes Global 2000 (list of largest public companies)

Nestlé products include baby food, health food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen foods, pet food and snacks.

1.2: Outstanding product quality:

Milo milk with the main nutritional ingredient of whole wheat germ – PROTOMALT® (registered name Protomalt®) is produced at NESTLÉ's Jurong Factory in Singapore, the world's largest single malt extraction factory.

With a new closed production process, PROTOMALT® contains less sugar and more oligos and polysaccharides (complex carbohydrates) The new Milo contains a balanced blend of carbohydrates from the finishing ingredients.

1.3: Strong brand awareness and high market share:

By the end of October 2018, Milo still proved its "market leader" position with continuous growth over the years, leading the "energy milk" market with 60.4% market share, the

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highest figure ever to date (more than 10 times larger than Ovaltine), up 5.6% (almost the entire market for Ovaltine).

Thus, it is understandable that Milo (Nestlé) always keeps an "indifferent" attitude to the "purposeful" attacks from Ovaltine (FCV), because Milo simply "has no worthy opponent" and is focusing on strengthening its "champion" position Perhaps this is what Milo "likes" If Ovaltine only really came back in 2018 after many years of "sleeping", Milo has more than 20 years of presence in the market During that journey, Milo has always persisted in carrying out her noble "mission": continuously launching quality new products, focusing on increasing sales points, actively implementing meaningful promotional programs for consumers like “For a dynamic Vietnam”…

1.4: Excellent Marketing Activities:

Milo is best known through the brand's sponsorship activities for sporting events in many countries, especially tournaments between elementary and middle schools By partnering with youth sports agencies, Milo and them create national and international sporting events At these events, Milo product stalls are opened and free drinks are offered to attendees This is an effective way to re-affirm the brand with products associated with sports activities, health training, creating a favorable look from customers.

It cannot be denied that social networks are increasingly becoming a necessity in daily life Understanding this, businesses make the most of this medium to contribute to increasing sales through campaigns that appear every day that we can see on Facebook, Youtube, Instagram, etc.

Nestle is not an exception, especially with the Milo brand product line, has deployed many impressive marketing campaigns through this powerful communication channel The campaign "Dynamic Vietnam" carried out by Milo in 2017 has resonated with us most when using social networks as one of the main communication methods.

1.5: Widely distributed:

Currently, taking advantage of the distribution system of the parent group Nestle, Milo has a network of milk distribution agents spread across the country Almost all 63 provinces have official dealers and many smaller ones Not only that, but there are also grocery stores, dairy world accepting as sub-agents for systems, official agents or stores introducing Milo dairy products In addition, users can also easily buy Milo dairy products at anywhere from large supermarkets to grocery stores and department stores.

2 Weaknesses:

2.1: Do not change the packaging, models:

While other beverage products are constantly changing and updating with new and more modern packaging designs, Milo still retains the same old packaging and label designs that make consumers feel boring.

2.2: No change in taste:

Not much change in taste is also one of Milo's weak points Over the years since its inception, Milo has only kept one chocolate flavor ingredient Although the taste has been improved and

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adjusted to suit the needs of each country, it is not much different This makes Milo difficult to compete with.

2.3: No innovation and product development:

Lack of innovation and product development is the next weak point that this brand has Although Milo is constantly looking to develop and improve its products, there is a lack of innovation and a rather slow pace of product improvement compared to its competitors.

2.4: Getting involved in a scandal that affects brand reputation:

In Hau Giang, dozens of students were hospitalized after drinking Milo milk On November 6, 2017, the People's Committee of Hau Giang province issued a press release announcing the conclusion of the incident Accordingly, the People's Committee of Hau Giang province said that the cause of food poisoning was due to drinking drinks prepared by MC Company that were contaminated with Staphylococcus aureus bacteria Or in 2021, Milo was in a mess around Milo being lumpy, stinking, uncomfortable even though the lid of the milk carton was sealed and the expiry date was still quite long in Tuyen Quang.

3 Threats:

3.1: More and more powerful competitors:

In addition to familiar domestic competitive brands such as VinaMilk, Nutifood, etc., there are now "dairy giants" from the US, UK, France and Japan on the market.

When the EU-Vietnam Free Trade Agreement (EVFTA) has officially taken effect, the tax rates of 5-20% on European dairy products will be eliminated within the next 3-5 years, Vietnamese people will have the opportunity to buy and sell dairy products access to foreign dairy products at lower prices.

3.2: Competition from substitute products:

The substitutes for Milo's fresh milk products can be soy milk powder, oat milk with other drinks such as Japanese oolong green tea, Korean green tea, fruit juice Vfresh,… and in the current teen age is the appearance of milk tea – a formidable competitor of fresh milk, with the formation of many milk tea shops around schools and amusement parks to attract attention of student age.

Milo has also been very quick to launch new and unique products This is also a good sign for the response to the challenge of Milo's liquid milk substitute However, in the coming time, Milo still has to quickly grasp market demand and diversify its product portfolio further to be able to dominate the beverage market.

3.3: Wrong information:

Moreover, some false information such as drinking Milo milk causing children to go through puberty early was also spread Unlike other cow's milk, Milo milk is a barley drink and is made from barley flour and pure cocoa Milo milk does not use cow's milk but uses quality plant sources, grown naturally with optimal and advanced technology Therefore, it is possible to refute the information that drinking Milo milk has early puberty.

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4 Opportunities:

4.1: The domestic market is still very potential:

The domestic milk and dairy products market is showing signs of improvement in growth The demand for milk and dairy products in Vietnam is experiencing positive changes due to the young population structure and the increase in average income; trend of using nutritional supplements, enhancing immunity; trend of consuming convenient, branded products that ensure food safety and hygiene.

In 2020, despite the impact of the Covid-19 pandemic, Milk consumption accounted for 11.9% of FMCG consumption in Vietnam, unchanged compared to 2019 People increased the use of fresh milk and yogurt to increase their ability to consume immunity during epidemics, data from Euromonitor, shows, the dairy market (including drinking milk, baby formula, eating and drinking yogurt, cheese, butter and other dairy products) estimated at VND 135 trillion in 2020, thanks to the rapid growth of yogurt and drinking milk products.

4.2: High potential customers and great demand:

The demand for dairy products in Vietnam is very large On average, milk consumption per person is 14 liters per year.

This is considered a great opportunity and potential for Milo to reach out in the dairy industry In addition, Vietnam is in the golden population period, so the demand for milk is very large Milo is currently the leading dairy brand in Vietnam, so there will be many opportunities to grow and expand market share.

4.3: Multiple media

With the advancements in technology and the Internet, along with the widespread use of media globally, Milo is able to advertise and promote its products in a variety of media In addition, Milo can advertise, promote its products, connect with Potential Customers on various digital platforms This opens up many marketing opportunities for Milo at a cheaper cost than traditional marketing channels through newspapers and television.

4.4: Eco-friendly products

In recent years, with the trend towards eco-friendly, Milo has started to use eco-friendly and efficient packaging method for some of its products And Milo continues and uses this to assert the brand's name in the market A Business that is conscious of the environment and the health of its consumers will attract a lot of Customers.

4.5: Sponsor network:

Milo is a long-standing and well-known brand So the brand also links up with fitness and sports programs and events around the globe to raise awareness of its brand.

Overall, while Milo has a strong brand presence and distribution network in Vietnam, it faces challenges in increasing market share and staying competitive in the face of strong competition and changing consumer preferences By leveraging opportunities such as the growing health and wellness trend and expanding into new markets, and mitigating threats such as economic instability and strong competition, Milo can continue to grow and succeed in Vietnam.

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III.S-T-P STRATEGY (SEGMENTATION & POSITIONING):1 Segmentation:

No company can claim to be able to satisfy all consumers By understanding customer needs, market research, companies can divide the market into small groups They then choose a few segments to focus on in product development Milo divides the market mainly through age, the Vietnamese market is divided into 5 small segments, each segment will have its own

Social class: Low,

Mid, Upper Class.

Social class: Low,

Mid, Upper Class.