Digital Marketing Plan Of Vinamilk Company.pdf

Digital marketing plan of Vinamilk Company Drup team – Class: MKT1704

Đặng Phạm Bảo Khánh - DS160116Phạm Nhật Duy - SE161895Khúc Trọng Thái Sơn - SA170107Trịnh Trung Nhã - SE160153Trần Minh Đăng - SE161028Lecturer: Phan Hoang Ha

Table of ContentsI 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

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 wellas any applicable laws.

* Products of Vinamilk

In the product announcement section of the Vinamilk website, the company has 193 productsin 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 GoldInfant Cereal.

● Nutritional products for adults include products such as Kenko Haru, Sure PreventGold, 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 ProbiProbiotic 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 Icecream stick, Subo Ice cream stick, Vinamilk Delight Ice cream stick, and VinamilkDelight 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 in1976 The company currently accounts for 43.3% of the market share, much larger than themilk market share of TH True Milk Company which only uses milk 6.1% milk market shareor Nutifood company only accounts for 7.2% milk market share Therefore, Vinamilk hasbeen leading the dairy industry in Vietnam In addition to a strong domestic distributor with anetwork 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 11,236billion, 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 highlyeffective.

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

- Diversified product portfolio, high-quality products but lower prices than imported productsof 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 impressiveslogan "the essence of nature is kept intact in every drop of clean milk" and the specialprocess of raising and taking care of dairy cows should quickly attract the attention ofcustomers, create a good impression on consumers Or Nutifood company invests heavily inR&D activities (specializing in researching nutritional products for children) Vinamilk, theirproducts create little emphasis because their products are aimed at all types of consumers, socustomers look at them less impressed.

The second difficulty that Vinamilk has to face is that it has not been able to proactivelysource raw materials: The source of raw materials has not been proactive, depends a lot onimported materials (60%), so input costs are strongly affected from world milk prices andexchange 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 marketshare plummeted after many years of holding a monopoly position Many foreign milk brandsimported from European countries such as the US, Australia, and the Netherlands wereintroduced into the Vietnamese market and quickly accounted for 65% of the market share ofpowdered 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 thatbusinesses can meet The company will have certain advantages through identifying the rightmarket segment Accordingly, the marketing strategies also achieved the expected goals.

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

Vinamilk divides market segments into 2 groups:

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

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

Besides these two main segments, Vinamilk also develops dairy products in various formssuch 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 Inaddition, the business also classifies milk for individuals and families.

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

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

The following table summarizes the detailed breakdown of the brands.

Segments Demographic Behavior GeographyCHILDREN · All genders

· Age: 5-14

· Demand: Daily· User: potential

customers use every dayVietnam

YOUTH · All genders· Age: 15-25· Education: Student

/ Pupil/ New towork

· Income: None orlow

· Usage needs: dailytablets good for bodydevelopment.

ADULTS · All genders· Age: 26 – 44· Marital status:

Single, Married.

· Usage needs: daily· Benefits: good for

health, delicious,Calcium in milk helpsmaintain strong bones orbone structure

SENIORS · Gender: Female· Age: 65 – 70· Class: upper and

middle class· Occupation: retired.

· Demand: Daily· Benefits: beneficial to

health, affordable, easyto buy, fight

osteoporosis, keep bodyhydrated, increaseresistance, reducefatigue● Usage rate:

medium-high users● Usage situation: In

leisure time, ingathering 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 areduced tax rate.

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

Market entry of many strong competitors.

IV.Objectives of the digital marketing plan.

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

The main segment that Vinamilk's marketing strategy is targeting is children from 5to 14 years old (Vinamilk 2014), Vinamilk wishes to improve children's physicalhealth and aims at children's talent orchards as playgrounds that are not consideredas children's playgrounds pillar of national tomorrow (Vinamilk 2016).The first reason why Vinamilk 100% organic chooses this segment is becausechildren account for about 23.2% of the population (Statistics 2020) Second, themiddle class population is increasing and they are starting to focus more on thevalue of the product rather than the price This will result in 100% organic Vinamilkbeing 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 andhow many people are interested in this sales channel of Vinamilk Short TVCs are posted onyoutube, 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 and637,313 followers Sharing such unique, interesting and creative advertising images isgenerally 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 toaccess 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 andcities to rural villages, the transfer of goods is extremely large Realizing that, advertisingyour 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 customerseasily recognize the meanings and communication messages of the business, helpingVinamilk'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 brandbecomes more and more prestigious among Vietnamese users.

VI Timeline of key activities, KPIs, and expected budget

- Giving gifts toloyal customers onbirthdays

- Giving gifts toloyal customers onthe occasion ofholidays, New Year

List of customersreceiving gifts

10 billion

B Lucky DrawIncluding 2programs

"Car draw""Gold draw"

6/2021-1/2022 List of winningcustomers

10 billion

customer carecenters in 3regions:

2 centers in theNorth

2 centers in theSouth

2 centers in theCentral region

contracts to build acustomer carecenter signed

15 billion

15 billion

20 billion

D Training 300more employees for

customer centers 1/2021-1/2025

Number of stafftrained

10 billion

E Building moredairy farms

2 farms in NgheAn

2 farms in BinhDinh

2 farms in DakLak

Zealand milkpowder supplier tobuild factories inVietnam

1 factory in BinhDinh

1 factory in CanTho

Factoryconstructioncontract number

100 billion100 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’,

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

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