btec level 4 hnd diploma in business unit 2 marketing essentials

OBSERVATION RECORD Description of activity undertaken Situation Analysis: 3, Competition Analysis product, price, place, people V, 2, Marketing Mix people, price, product, place Assessm

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ASSIGNMENT 2 FRONT SHEETQualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Essentials

Group number:

1 Luu Thi Thuy Hien-GBH200860 2 Duong Thien Minh- GDH200165 3 Nguyen Thi Phuong Thanh- GBH200856 4 Pham Tuan Linh- GBH200838

5.Luong Binh Minh- GBH200239

Student declaration

I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism I understand that making a false declaration is a form of malpractice

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OBSERVATION RECORD

Description of activity undertaken

Situation Analysis: 3, Competition Analysis (product, price, place, people) V, 2, Marketing Mix (people, price, product, place )

Assessment & grading criteria

How the activity meets the requirements of the criteria

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signature: Date: Assessor

Assessor

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Situation Analysis: 3, Competition Analysis; (process, promotion, physical evidence ) 2, Marketing Mix (Promotion, process, physical evidence)

Action Program Budget Conclusion

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Assessor name:

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Executive Summary Situation Analysis 2, Marketplace Information 4, Consumer Analysis Marketing Strategies:

1, Segmentation, targeting, positioning and differentiation:

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Assessor name:

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III, Situation Strategies:

1, Marketing Environment and the impact on Business Activities: Control

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Assessor name:

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5, Company’s internal capabilities (SWOT analysis and Competitive advantages): Marketing Campaign Objectives and Issues:

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Assessor name:

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Summative Feedback: Resubmission Feedback:

Internal Verifier Comments:’s

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I, Executive Summary:

Vietnam Dairy Products (Vinamilk) is Vietnam's largest food processor and deals in a wide variety of dairy products, including milk and yogurt It is said to account for about 50% of Vietnam's dairy market The company was founded in 1976 and went public on the Hochiminh Stock Exchange in 2006 Headquarter: 10 Tan Trao Street, Tan Phu Ward, District 7, HCMC Tel: (84-8) 54 155 555 Fax: (84-8) 54 161 226 Email: vinamilk@vinamilk.com.vn Vinamilk is currently the leading nutrition company in Vietnam and in the Top 50 largest dairy companies in the world in terms of revenue Vinamilk's diversified and high-quality nutritional products are always trusted by domestic and foreign consumers

Currently, on the market there are many companies in this industry such as TH True Milk, Dutch Lady, Nutrifood, etc However, the innovations and diversity we bring are the difference that makes Vinamilk today Due to the increasing demands of customers, businesses always try to create a variety of products With today‟s marketplace, the dairy industry is very popular all around the world and expected to increase to more than 1 thousand billion dollars by 2024 It facilitates business development and expansion The company‟s main products are fresh milk, yogurt, juice, ice cream, powdered milk, and cheese Each product has a separate segment depending on the needs of consumers and the function of the product As a Marketing team working for Vinamilk, after researching the market and understanding the needs of the set objects, make a marketing plan, we have launched a new product line called Vfresh+ The inspiration to create them is the love of fruits and their special taste Besides, understand the needs of customers for increasing nutrients for the body even for refreshment Products with differences in both quality and service such as production, raw materials, packaging, and quality

Our target market is 5-14 years old because this age is in need of nutrients to grow and has a middle-income level to make our products more accessible to consumers High urban population density makes it easy to distribute products, and people with higher income in the market tend to use more products for their families Besides, this new product has a relatively low price because the target customer segment is middle-income but the quality is not inferior to other products on the market Not only that, Vinamilk‟s

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position is leading in many aspects About the differentiation, business makes a difference from raw materials, quality, taste, packaging, and even design Furthermore, services are also a highlight for development

Moreover, with specific objectives such as details about sales, interactions, visits, and market expansion along with issues encountered, we plan to do a marketing campaign through direct selling and social media marketing as well as the "anti-epidemic" message of Vinamilk, or collect milk cartons to exchange gifts with sales agents and then directly transfer to the company to collect the sales proceeds to donate to the Covid-19 charity fund supporting the spirit of anti-epidemic with the government and society Our marketing budget for this project is about 60 billion allocated for direct marketing activities as well as on the online platform The marketing department has developed a marketing plan that will help quickly reach the key stakeholders of the dairy industry Specifically, the marketing system creates strategies from advertising and communication channels, combined with the difference to help products get closer to consumers

With missions “Vinamilk is committed to providing the community with top quality and high-quality nutrition with its own respect, love and high responsibility for human life and society” (Vinamilk annual report, 2020) Businesses hope to have satisfaction according to customer demands and expectations, which means understanding how users want Thereby creating a trust for customers and bringing profits to the company

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Contents

I, Executive Summary: 8

II, Situation Analysis: 12

1, Marketing Environment and the impact on Business Activities: 12

5, Company’s internal capabilities (SWOT analysis and Competitive advantages): 27

III, Marketing Campaign Objectives and Issues 33

1, Objectives: 33

2, Issues: 36

V, Marketing Strategies: 37

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As a special version, it will probably take three months of trials before the official release As expected, the initial quantity sold is about 300,000 to 600,000 boxes with an estimated price of 8,000 VND Then the finance department will complete the procedures to estimate the costs for the marketing department to go into operation to call for investment capital from sponsors and the limitations and benefits of investing in the product Help the finance department learn the details of the new campaign and the costs incurred for a big campaign along with the desire to join consumers in fighting the epidemic during the holiday season and family reunion with good health

2.5, Promotion:

Once the product has been distributed, the company uses two forms of communication: offline and online Online communication methods include TVC advertising, internet sites, articles on social networks The business will build a good relationship with the public of the company through favourable advertising, good corporate image and effective handling of adverse news A multi-media campaign will help consumers understand the benefits of "fresh, pure from nature" Vinamilk, the company with the highest brand value in Vietnam, will partner with celebrities to market new products to the public This will be a highly effective way to get media attention With the launch of this new product, the company is expected to change the external appearance such as using paper straws instead of ordinary plastic straws to aim for the message of "a green world" Furthermore, each batch of milk will have a "fruit war" version of the gift card bursting with it, each of which will feature comic pages of anti-epidemic role models inspired by real-life stories; If you accumulate enough cards, you can exchange them for valuable prizes such as Vinamilk logo bags, Vinamilk helmets You can go to the dealers you bought there to receive incentives when redeeming In particular, encourage the children to try to collect as many milk cartons as possible to bring to agents and brands in exchange for small miracles Paper boxes will be collected from the company's branches to raise funds for the anti-COVID-19 campaign in Vietnam

2.6, Process:

Vinamilk's system also produces many types of milk such as organic nutritional milk, liquid milk, powdered milk, fruit milk with flavours from its subsidiary Vfresh and especially four new milk flavours As a result, the company's main income activities

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increased with a wide range of products The production cycle will be from natural fruit materials grown at Vinamilk's factories and workshops Vinamilk's 100% immune-supporting fresh milk products are all used fresh milk as the main raw material of cow farms

To assure food safety and hygiene, they are carefully selected and monitored Vinamilk obtains its imported raw materials from trustworthy sources in the United States, Australia, New Zealand, France, and other countries To ensure the excellent quality of products, Vinamilk constantly researches and invests in modern equipment and technology and is proud that we own the leading advanced production lines, catching up with the latest leading dairy production technology in the world Vinamilk has always placed a premium on product quality management and control Vinamilk uses modern management systems such as BRC and ISO 17025 to strictly and comprehensively control all stages of production from before, during, and after production In addition, a system of product tracing methods is used to ensure that faulty products are recalled and handled to minimise the damage on consumers and society Vinamilk is dedicated to providing accurate and thorough information about its products, such as ingredients, nutritional values, and storage recommendations, in order to assist consumers in selecting and using Vinamilk's products optimally, effectively, and satisfied (Vinamilk,2021) The production of this new flavoured milk and fruit combination will create a wonderful aftertaste for new consumers Produces waterproof paper box packaging with a fresh colour design; on the design package is fruit and fruit according to each flavour of fruit milk Especially new production with paper straws made from 100% kraft paper and organic glue Most of this waste is single-use plastic, typically still straws Meanwhile, plastic straws need several hundred or even 1000 years to completely decompose, while paper straws take only a few months to decompose easily in nature, being environmentally friendly This will be a new step for Vinamilk in environmental protection for "a green world" To raise children's awareness of environmental protection from an early age

2.7, Physical evidence:

With the growth and success of Vinamilk during the past 45 years Officially started operating in 1976 with the head office in Ho Chi Minh City Up to now, Vinamilk has developed three other main production branches: Hanoi, Da Nang and Can Tho Vinamilk is Vietnam's leading brand in the production and trading of milk and natural dairy products With the current development, it is not

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difficult to see a series of advertising posts, media or announcements of Vinamilk and many campaigns such as "Responding to the World School Milk Day" Thanks to the implementation of the image In the form of socialisation, the state and businesses share the cost of drinking milk, and parents only have to contribute a part; Vietnam‟s "The School milk" program has helped reduce the economic burden for families while still ensuring adequate and safe nutrition from milk for children “The School milk" program has been implemented by 68 countries worldwide, including developed countries such as the US, UK, Canada, Germany and is especially popular in Asian countries such as Japan, Korea, China In addition, Vinamilk cooperates to develop Vinamilk's system, including Vinamilk's head office and production cooperation with 43 foreign units and 220,000 large and small retail points in Vietnam - grocery stores, supermarkets, and convenience stores and factories in Southeast Asian countries The certification body for Vinamilk's Organic dairy farm is Control Union (Netherlands) - a global organization specializing in independent testing and evaluation worldwide This is the first time this organization has "approved" the first Organic dairy farm in Vietnam to meet European standards (according to EU Organic EC 834/2007 and 889/2008 standards) This honour belongs to Vinamilk with the Organic dairy farm invested and built-in Lam Dong with an initial scale of 500 organic dairy cows(Vinamilk, 2017) After 43 years of establishment and development, with the courage to boldly innovate mechanisms, take the lead in applying new technologies, breakthrough bravery, and promote the creativity and dynamism of the collective, Vinamilk has risen to become one of the leading brands in the world Becoming an economic bright spot in the period of Vietnam's WTO integration Vinamilk has become one of Vietnam's leading enterprises in all aspects, making many contributions to the development of the country and Vietnamese people With those outstanding achievements, the Company was honoured to receive noble titles: Independence Medal class II in 2010 and 2016, Top 50 most valuable brands in Vietnam in 2016 - 2020 as voted by Forbes magazine choose; National Brand awarded by the Ministry of Industry and Trade 2012-2020; Top 10 high-quality Vietnamese goods awarded by Vietnam High-Quality Goods Association 1995-2020, many other prestigious awards Vinamilk has also achieved many outstanding achievements on international forums: On November 28, 2019, in Singapore, Vietnam Dairy Products Joint Stock Company (Vinamilk) is a Vietnamese dairy enterprise that received the Asian Export Enterprise Award 2019 (The Asian Export Awards 2019), in the list of enterprises huge (Tuong, 2019); In 2020, Vinamilk has surpassed other domestic and foreign brands to lead the Top 10 Vietnam's Strongest Brands - Vietnam's Strongest Local Brands and is part of the Asia Top 1000 Brands Ranking The Top 10

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ranking is jointly implemented by Campaign Asia-Pacific magazine and global research company Nielsen, asking respondents to choose the top brands that have operations in Vietnam, have the best reputation and cause the greatest resonance with the Vietnamese people (Vinamilk, 2020), etc Vinamilk is increasingly asserting the position and brand of Vietnamese people not only for the trust of domestic consumers but also for friends around the world, as evidenced by these great practical achievements

V, Action Program:

In this project, Vfresh under Vinamilk's system will launch a special product "Vfresh+" aimed at children from 5-14 years old who need nutrients and especially to increase their resistance for children of this age during the complicated epidemic period Customers can use it as a drink every day to recharge themselves, when going to school, light food, easy to hold and carry every time they need to replenish nutrients for a day Especially fruit juice is also very good for the digestive system of young children People's desire for products and services is rising as the economy improves In the food business, new items from food firms are being developed at an increasing rate to suit this demand For Vinamilk, the product launch is especially meaningful with gratitude to customers at the end of the year, in addition to meeting the product needs of customers and creating a competitive advantage with other businesses in the market to attract profits for the company Vinamilk will come up with an action plan including press releases, product advertisements on media units, sales and increase sales

Firstly, a press conference will be held to launch a new product "Launch Vfresh+ pure fresh milk with vegetables and fruits", given the difficult situation of Covid-19 in Vietnam and response to Tet 2022 On the occasion of the 2022 Lunar New Year in Vietnam Vinamilk's main office, Vfresh+ will launch a special edition fruit milk product called "anti-epidemic fruit" The event takes place in December 2021, with the meeting of famous newspapers of the countries Media articles must be constantly updated about new products With this Vfresh+ announcement on all newspapers, product coverage on websites, blogs, social networks as well as the "anti-epidemic" message of Vinamilk buyers will surely notice and shop more on official online sales sites: Shoppe mall, Lazada,