Digital Marketing Plan Of Vinamilk Company.pdf

Introduction Vinamilk has the official name of Vietnam Dairy Products Joint Stock Company, it is a company producing and trading milk and dairy products.. Vinamilk's main business activi

Digital marketing plan of Vinamilk Company

Drup team – Class: MKT1704

Members:

Đặng Phạm Bảo Khánh - DS160116 Phạm Nhật Duy - SE161895 Khúc Trọng Thái Sơn - SA170107 Trịnh Trung Nhã - SE160153 Trần Minh Đăng - SE161028 Lecturer: Phan Hoang Ha

Table of Contents

I Introduction

II Market, competitor, and customer analysis

III Problem or opportunity identification

IV Objectives of the digital marketing plan

V Key channels of communication

VI Timeline of key activities, KPIs, and expected budget

VII References.

I Introduction

Vinamilk has the official name of Vietnam Dairy Products Joint Stock Company, it is a company producing and trading milk and dairy products

Vinamilk's main business activities include processing, manufacturing, and trading fresh milk, canned milk, powdered milk, nutritional powder, yogurt, condensed milk, soy milk, beverage, and other products from milk

* Vision

Become a top-tier brand in the food and beverage business, where consumers place their complete trust in nutrient- and health-related items

* Mission

To provide the community with nutritious food while treating them with respect, compassion, and responsibility

* Core Values

Integrity - Integrity and transparency in actions and transactions

Respect - Respect yourself, your coworkers, the company, and the business partners Fairness - Treat everyone fairly, including coworkers, clients, suppliers, and others Ethics - To respect adhere to and uphold the set ethical norms

Compliance - To abide by the Company's Code of Conduct, procedures, and policies, as well

as any applicable laws

* Products of Vinamilk

In the product announcement section of the Vinamilk website, the company has 193 products

in different product categories:

● Fresh Milk & Nutrition Milk includes products such as Vinamilk Fresh Milk 100%, UHT Fresh Milk - Vinamilk Green Farm, UHT Fresh Milk - Vinamilk 100% Organic, Vinamilk UHT Fresh Milk With Bird’s Nest

● Products for pregnant women & babies include products such as Optimum Gold, Vinamilk ColosGold, Dielac Grow, and Dielac Alpha Gold

● Baby food includes products such as Ridielac Gold Infant Cereal and Optimum Gold Infant Cereal

● Nutritional products for adults include products such as Kenko Haru, Sure Prevent Gold, Sure Diecerna, Canxi Pro, and Vinamilk Nutritions

● Yogurt spoon includes products such as Plain Yogurt, Aloe Vera Yogurt, Fruit-flavored Yogurt, Love Yogurt, and Susu Yogurt

● Yogurt drinks and sweetened milk drinks include products such as Vinamilk Probi Probiotic Drinking Yogurt, and Vinamilk Hero Juicy Milk Drink

● Condensed milk includes products such as Ông Thọ, Southern Star, and Tài Lộc

● Plant-based milk includes products such as Vinamilk Fresh milk Soymilk, Vinamilk Goldsoy Soymilk, Vinamilk Double Calcium Soymilk, Vinamilk Walnut Soymilk, Vinamilk Almond Soymilk, Vinamilk Red bean Soymilk

● Beverage includes products such as Vfresh Fruit Juice and Vfresh Tea

● Cream includes products such as Vinamilk Twin Cows Premium, Nhoc Kem Ice cream stick, Subo Ice cream stick, Vinamilk Delight Ice cream stick, and Vinamilk Delight Ice cream cone

● Sugar includes products such as Vietsugar

II Market, competitor and customer analysis

- Competitor analysis

Compare Vinamilk's market share with TH True Milk and Nutifood

Vinamilk is the abbreviation of Vietnam Dairy Products Joint Stock Company, established in

1976 The company currently accounts for 43.3% of the market share, much larger than the milk market share of TH True Milk Company which only uses milk 6.1% milk market share

or Nutifood company only accounts for 7.2% milk market share Therefore, Vinamilk has been leading the dairy industry in Vietnam In addition to a strong domestic distributor with a network of 244 distributors and nearly 140,000 sales points covering 64/64 provinces, Vinamilk's products are also exported to the United States, France, Canada, Poland, Germany, and the United States Middle East and Southeast Asia

In 2020, Vinamilk's total revenue is VND 59,723 billion and profit after tax is VND 11,236 billion, up 6.5% and 5.9% respectively

Strengths of Vinamilk compared to TH True Milk and Nutifood

Vinamilk is a familiar brand and trusted by Vietnamese consumers for more than 34 years

- Marketing is highly effective: Advertising, PR, and Marketing programs are highly effective

– Good and experienced leadership and management: Vinamilk has a strong, experienced and ambitious leadership team proven by sustainable business profits

- Diversified product portfolio, high-quality products but lower prices than imported products

of the same type and the largest market share in Vietnam among suppliers of similar products – Wide distribution network, combining many existing distribution channels

modern and traditional:

– Strong finance: While many businesses are facing difficulties because of loan interest rates, Vinamilk has a fairly safe capital structure with a debt/total asset ratio of 16.7% (2009)

Weaknesses of Vinamilk compared to TH True Milk and Nutifood

If the company "TH True Milk" makes a difference from competitors with the impressive slogan "the essence of nature is kept intact in every drop of clean milk" and the special process of raising and taking care of dairy cows should quickly attract the attention of customers, create a good impression on consumers Or Nutifood company invests heavily in R&D activities (specializing in researching nutritional products for children) Vinamilk, their products create little emphasis because their products are aimed at all types of consumers, so customers look at them less impressed

The second difficulty that Vinamilk has to face is that it has not been able to proactively source raw materials: The source of raw materials has not been proactive, depends a lot on imported materials (60%), so input costs are strongly affected from world milk prices and exchange rate fluctuations

The next difficulty that Vinamilk faced was the low market share of powdered milk Currently, users tend to prefer imported powdered milk Vinamilk's powdered milk market share plummeted after many years of holding a monopoly position Many foreign milk brands imported from European countries such as the US, Australia, and the Netherlands were introduced into the Vietnamese market and quickly accounted for 65% of the market share of powdered milk in Vietnam Meanwhile, Vinamilk only accounts for 16% of the market share

- Customer Analysis

❖Segmentations

Vinamilk's market segment includes customers who have needs for products or products that businesses can meet The company will have certain advantages through identifying the right market segment Accordingly, the marketing strategies also achieved the expected goals

Vinamilk ensures its determination to produce and supply quality dairy products to consumers The products of this milk brand will be aimed at all ages, regardless of young or old

Vinamilk divides market segments into 2 groups:

Organization: Includes retailers and wholesalers as well as distributors, supermarkets and stores across the country This segment needs discounts and bonuses based on sales and the number of scheduled orders

Individuals: include consumers wishing to buy Vinamilk's products This segment is quite diverse, with good quality, high nutritional value, and diverse designs

Besides these two main segments, Vinamilk also develops dairy products in various forms such as yogurt and powdered milk to meet the needs of all ages

Vinamilk's market segmentation method

By demographic: Vinamilk chooses the age segment: the elderly, adults and children In addition, the business also classifies milk for individuals and families

Customer behavior: The method is based on the health status of customers such as obese people, malnourished people, normal people, etc

Geographically: Market segmentation is segmented based on population density and product consumption It can be divided into two main segments, rural and urban

The following table summarizes the detailed breakdown of the brands

Segments Demographic Behavior Geography CHILDREN · All genders

· Age: 5-14

· Demand: Daily

· User: potential customers use every day

Vietnam

YOUTH · All genders

· Age: 15-25

· Education: Student

/ Pupil/ New to

work

· Income: None or

low

· Usage needs: daily tablets good for body development

Vietnam

ADULTS · All genders

· Age: 26 – 44

· Marital status:

Single, Married

· Usage needs: daily

· Benefits: good for health, delicious, Calcium in milk helps maintain strong bones or bone structure

Vietnam

SENIORS · Gender: Female

· Age: 65 – 70

· Class: upper and

middle class

· Occupation: retired

· Demand: Daily

· Benefits: beneficial to health, affordable, easy

to buy, fight osteoporosis, keep body hydrated, increase resistance, reduce fatigue

● Usage rate:

medium-high users

● Usage situation: In leisure time, in gathering events

● Buyer's status:

potential user

Vietnam

III Opportunity identification.

Opportunities (Opportunities) in the SWOT matrix model of Vinamilk

The source of raw materials is supported by the government, imported materials have a reduced tax rate

Competitors are gradually weakening and Vietnamese people's thinking about using milk is gradually changing

Market entry of many strong competitors

IV Objectives of the digital marketing plan.

Marketing strategy of Vinamilk has successfully applied the concentrated marketing strategy to effectively exploit the high-income segment

The main segment that Vinamilk's marketing strategy is targeting is children from 5

to 14 years old (Vinamilk 2014), Vinamilk wishes to improve children's physical

health and aims at children's talent orchards as playgrounds that are not considered

as children's playgrounds pillar of national tomorrow (Vinamilk 2016)

The first reason why Vinamilk 100% organic chooses this segment is because

children account for about 23.2% of the population (Statistics 2020) Second, the

middle class population is increasing and they are starting to focus more on the

value of the product rather than the price This will result in 100% organic Vinamilk being able to have more customers (Euromonitor 2020)

V Key channels of communication.

- Online video transmission channel – Youtube

With more than 1.99 million subscribers via youtube channel, it shows how successful and how many people are interested in this sales channel of Vinamilk Short TVCs are posted on youtube, making it easy for people to watch, access and share everywhere

- Fanpage – another social network channel

On the social network facebook fanpage of Vinamilk has 662k people like the page and 637,313 followers Sharing such unique, interesting and creative advertising images is generally a way to spread the brand and reach more customers of Vinamilk

- Using Pano – Billboard advertising

The form of advertising to reach many customers and objects makes it easy for customers to access the brand as well as the products and services of Vinamilk

- Mobile vehicle advertising

With a large number of stores and product distribution agents spanning 63 provinces and cities to rural villages, the transfer of goods is extremely large Realizing that, advertising your own products on moving media is also a way to advertise your business's brand

- TV commercials

The advantage of television advertising that can both play audio and video helps customers easily recognize the meanings and communication messages of the business, helping Vinamilk's ads attract customers

- Advertising through sponsorship programs

Many of Vinamilk's action campaigns have been supported by the press, people, schools, and the government With noble gestures and active social activities, Vinamilk's brand becomes more and more prestigious among Vietnamese users

VI Timeline of key activities, KPIs, and expected budget

- Giving gifts to

loyal customers on

birthdays

- Giving gifts to

loyal customers on

the occasion of

holidays, New Year

6/2021-6/2022

List of customers receiving gifts

10 billion

B Lucky Draw

Including 2

programs

"Car draw"

"Gold draw"

6/2021-1/2022 List of winning

customers

10 billion

customer care

centers in 3

regions:

2 centers in the

North

2 centers in the

South

2 centers in the

Central region

1/2021-1/2025

contracts to build a customer care center signed

15 billion

15 billion

20 billion

D Training 300

more employees for

customer centers 1/2021-1/2025

Number of staff trained

10 billion

E Building more

dairy farms

2 farms in Nghe

An

2 farms in Binh

Dinh

2 farms in Dak

Lak

6/2020-6/2025

Contract number

construction of the farm 20 billion

20 billion

20 billion

Zealand milk

powder supplier to

build factories in

Vietnam

1 factory in Binh

Dinh

1 factory in Can

Tho

7/2020-7/2025

Factory construction contract number

100 billion

100 bllion

VII References

Nguyen 2015, ‘Vietnamese Dairy Industry: Opportunity and Challenge’,

<http://vccinews.com/news_detail.asp?news_id=29364>

Nguoi Dua Tin 2014, ‘Đột nhập’ trang trại bò sữa của Vinamilk đạt chuẩn quốc tế’,

<http://www.nguoiduatin.vn/dot-nhap-trang-trai-bo-sua-cua-vinamilk-dat-chuan-quoc-te-a14041 2.html>

MISA AMIS( October 26th, 2021) Top 3 chiến lược Marketing của Vinamilk thành công tại Việt Nam <https://amis.misa.vn/24388/chien-luoc-noi-dung-cua-vinamilk/>

https://bizman.com.vn/tin-tuc/quang-cao-sua-vinamilk-chien-thuat-marketing-gay-nghien-ch o-khach-hang

https://www.vinamilk.com.vn/en/development-history

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https://oriagency.vn/chien-luoc-marketing-cua-vinamilk