MINISTER OF FINANCE UNIVERSITY OF FINAW€ỀISMjK&XERNECE UNIVERSITY OF FINANCE — MARKETING CDT TÀI CHÍNH - MARKETING TRƯỜNG ĐẠI HỌC TÀI CHÍNH - MARKETING MARKETING MANAGEMENT FINAL EXAMINATION REPORT MARKETING MANAGEMENT FINAL EXAMINATION REI MARKETING MIX PLAN FOR TH TRUE ICE CREAM
MARKETING MIX PLAN FOR TH TRUE ICE CREA MAJOR : MARKETING
MAJOR : MARKETING SUBJECT: MARKETING MANAGEMENT
SUBJECT: MARKETING MANAGEMENT
Group’s members: Tran My Linh MSSV: 1921005502 uyên Thị Khánh aang MSSV: 1921005726 Truong Thién Be uxen Thi #0 MoosSY: ml
Trang 2TABLE OF CONTENTS EXECUTIVE SUMMARY I2 09i00i)9 1i: 009 00108 The purpose and structure of the assIÐf€HIE c1 12112111211 111111 111111 xe J 0i0)04.00)15091)1910) 0W /EHaadđdaaiaiaiái S009.) (4 Current market situation for TH true ice cream line c1 11 21111222 211 re
SWOT ofTH True ICE CREAM - 2.1 22121111121121 1111151 12111112111 22111111111 ke
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STP STRATEGY
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EXECUTIVE SUMMARY
Briefing on marketing plan
To create a marketing strategy for the TH True ICE CREAM ice cream line of the TH True Milk company in 2021-2022 The following tasks and tasks must be
established by the company:
Establish company objectives from 2021 to 2022
Examine internal and external environmental factors to determine the company's
opportunities, challenges, strengths, and weaknesses
The company's 2022 marketing objectives The business's marketing strategy Planned and carried out Assess marketing outcomes The competitive situation
The purpose and structure of the assignment
Making use of farm-grown natural materials
Using cutting-edge processing and packaging technology
Using a secure and rigorous distribution procedure to ensure product quality reaches consumers
Launching a new range of ice cream produced from fresh milk in a variety of flavors
Diversifying its product ranges, with the most common point being that they are made entirely of fresh milk and natural additives
Introduce the company Established year: 2010
TH Joint Stock Company is the company's trading name Abbreviation: TH (True Happiness)
TH Dairy Food Joint Stock Company is part of the TH Group and was
founded with the financial assistance of Bac A Commercial Joint Stock Bank We
hope to be the first manufacturer in Vietnam in the clean food industry originating from nature, and there are always foods that have originated from mother nature -
Trang 6management system Modern management and a closed and synchronous production process in accordance with international standards, from grass planting to stable construction, cattle feed processing, veterinary management, processing, and packaging, and product distribution to consumers This is the outcome of Southeast Asia's large-scale dairy farming and clean milk processing project TH Joint Stock Company is reaffirming its goal of becoming the best manufacturer in the natural food industry TH Group promises to constantly improve and create new services,
such as services, as well as sell and install effective “100% made in Vietnam”
products
a Vision and mission:
Figure 1: Vision and mission of TH Company Criteria General assessment Vision - To become the leading manufacturer in Vietnam in the field of clean goods of natural origin - Determined to become a high-class brand trusted
by everyone
Missio With a spirit of closeness to nature, TH Group
n strives to nourish Vietnam's body and soul by
providing natural products that are clean, safe,
fresh, and nutritious
b Overview of the company: - Investor: Bac A Bank
- History of formation and development:
TH Dairy Food Joint Stock Company, a member of TH Group, was established with financial advice from Bac A Bank In addition to the business of translation services,
financial services, and social security activities Bac A Bank focuses on dairy and
food processing investments and is currently working on a milk-based ice cream line From that starting point, the TH Group has steadily grown to become Vietnam's leading manufacturer of clean, natural food products, including international-quality
Trang 7With the goal of preserving the essence of nature in each product, the TH Group has invested in cutting-edge technology and world-class human resources From farming to consumer distribution, TH Group employs a high-end management system and a synchronous closed production process All are aimed at providing consumers with
products that are clean, safe, fresh, and nutritious
TH dairy food company has invested in a high-end management system and closed process, synchronized according to international standards from the stage of grass planting, building barns, processing forage, veterinary management, processing and packaging, to product distribution to consumers
c Strategic objectives for the first year
- Make impressive TVCs or product related Tiktok trends so that more people know the TH true ICE CREAM
- Emphasize ice cream products made entirely from milk and natural ingredient, good for consumers’ health
- Offer many attractive promotions with accompanying gifts
- Become a manufacturer of clean food derived from nature with international standards right here in Vietnam
4 SWOT of TH Company:
Figure 2: Swot of TH Company
- Major investment in competitor like - Vietnam's dairy - The cutting-edge technology in | Vinamilk’ ice cream, market is considered | competition is
Vietnam many customers still to be very potential | fierce and
- Strategic goals that are don't know TH brand - The income and strong with big clear and specific has produce ice cream | living standards of ice cream - Amanagement team with | - The company's factory | Vietnamese companies
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enthusiasm, and professionalism - The factories and cow farms have convenient and suitable locations - With the extremely impressive slogan "the essence of nature is kept intact in every drop of clean milk" along with the special process of raising and taking care of each
cow, it makes a difference,
more prominent than other competitors in the
industry
- The process is closed and
modern, ensuring the
quality of each product when it reaches customers, thus attracting and building consumer confidence in the company
much capacity, products are not diversified and abundant
- The distribution system has failed to provide adequate coverage
- Because the majority of raw materials are
imported, there is a
reliance on input
materials, which leads
to high costs - Because of the high price, TH's product is currently more expensive than other brands on the market - The foreign market hasn't had much of an impact because the
company is primarily focused on business and
heavily reliant on the
domestic market
increasing day by day, consumers tend
to focus on health and invest more in functional foods as well as nutritional products - The Government has introduced many policies to support and encourage the development of the dairy processing industry - As anew entrant in the dairy market, TH has many opportunities and experiences that other brands have gone through, so
thanks to that, the
company can learn from experience and learn to provide good products best
for customers
accession to the WTO has created opportunities for foreign companies to participate in the Vietnamese
market, so the
competition among ice cream companies is
also enhanced
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The Vietnamese’s ice cream market welcomes more and more big brands in
the South by continuously expanding the store system For example, Baskin Robbins
has reached nearly 50 stores, Bud's ice cream has opened 12 stores Most of the international brands focus on the high-end product segment, serving mainly at well- designed stores This has increased the experience and emotions for customers, so the price of the product is quite high
The current situation of Vietnam's ice cream market is a fierce battle between
three big corporations, Unilever, Kido, and Vinamilk This is a challenging battle with
TH Group when it first entered the ice cream market Among the three groups above, Vinamilk is the biggest competitor of TH Group Recently, Vinamilk has introduced a line of ice cream with the nostalgic "Noc Kem" brand name of the subsidy period, strongly attracting the attention of consumers, always in a state of insufficient goods to sell In particular, Vinamilk's ice cream only focuses on the popular segment, competing strongly with similar products Equally, TH Group also took a bold step when deciding to invest in a large-scale milk-based ice cream production line In the current context, most of the ice cream products on the market use powdered milk and chemicals to make ice cream But TH Group commits that "ice cream from pure fresh milk" and completely natural ingredients Newly entering the ice cream market, TH
Group has launched many diverse flavors such as green bean, strawberry, cheese, chocolate
6 SWOT of TH True ICE CREAM Figure 3: Swot of TH True ICE CREAM
-The first product made -Easier to melt than | - There is a high -Competitive level entirely from pure fresh other creams chance of product milk and natural -The price of the competition in the | diversity ingredients product is more ice cream market | - Fierce
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and nutrients in fresh milk
-Recharge energy and relieve all stress and fatigue -Do not use powdered milk and preservatives
-Soft, smooth cream
creams -Limited taste -Limited distribution channels
opportunity to bring the product to the world - Increase market share in ice cream
industry
domestic and foreign ice cream firms
- Strong competition in
terms of products
7 Competitors
Although the number of brands in the market is small, the majority of them have a
clear market share, most of the ice cream market belongs to the well-known "giants," occupying the highest market share, still only a few names like Kido's This company
has some famous brands like Celano, Merino, Wall's, with large investment, wide
distribution, taste delicious and has a methodical marketing strategy
TH Group's biggest competitor is Vinamilk One of the most brand prestigious and famous milk representing the "high quality Vietnamese goods" criterion Not only leading the dairy market, but also expanding the ice cream market with ice cream
lines such as NhocKkem 7 flavors, Twin Cows premium ice cream, Delight ice cream priced from 9,800 VND to 49,000 VND Besides, Vinamilk is a well-known brand in the milk and milk products market, including sour cream, ice cream, and so
on Taking advantage of the opportunities, Vinamilk has launched a new product called YAR yogurt ice cream This is a healthy yogurt-based ice cream that still appeals to the tastes of young people
STP STRATEGY
Trang 11Up to now, TH Group has 297 stores in Vietnam market Mainly focus on distribution in 2 big cities, Ho Chi Minh City with 77 stores and Hanoi with 73 stores
In other provinces, the number of distributions is quite different, only ranging from 2 to 3 stores Due to the increasingly serious Covid situation, 2021 is also a difficult and challenging year for this brand But after the Covid-19 pandemic, TH will focus on developing branches in provinces and cities more to meet the needs of customers Demographic segmentation:
Ages: includes all ages (children, youth, middle-aged, seniors) Income: low income and middle income
Occupation: children, students, office workers, etc
Psychographic segmentation:
Lifestyle: casual, fitness, healthy, etc
Interest: sweets, experiences, natural products, etc Personality: sociable, cheerful, peaceful, etc Behavioral segmentation :
Reason for purchase: buy for themself or their family, buy for friends Benefits sought: like healthy desserts, variety of flavors, good service system
Loyalty level: strong Usage status: little use
O Market targeting ( concentrated marketing ):
Focusing on the market of fresh and clean food products in urban areas This is the reason why the brand focuses mainly in the center of big cities, or locations that are easy to observe, convenient for shopping, parking, etc
Thereby emphasizing the image of a TH brand that carries the true and best value to consumers, satisfying customer needs, affirming the difference, building a retail store system and the location of retail stores compatible with the target market segment
that TH true ICE CREAM is aimed at
Marketing activities to find, create and propagate the special benefits that TH wants to bring to target customers the convenience of shopping for fresh products in a modern, professional store, clean Satisfy the needs of each customer group with a wide range of products such as popsicles, ice cream cones, ice cream
Trang 12boxes of 50g and 180g with various flavors In the future, other products may be added into the ice cream line such as fresh milk ice cream with a variety of toppings,
O Market positioning:
With the statement that "clean fresh milk is the only way" of TH at the time of its
launch, it left a good impression in the minds of customers Vietnam's economy is growing at a relatively high and stable rate, the income of Vietnamese people is increasing along with the young population structure, helping the ice cream market to develop strongly in recent times In fact, in Vietnam, raw milk for ice cream is not popular Producing ice cream from fresh milk is a challenge for businesses that do not have the initiative to source raw milk Therefore, TH true ICE CREAM helps Vietnamese consumers have more opportunities to enjoy the "real" ice cream flavor
from fresh milk
Also with the brand name is “TH True ICE CREAM” TH stands for two words "True Happiness" The company always wants to bring consumers fresh and natural products TH True ICE CREAM — a name associated with product characteristics, an easy-to-remember name that makes a deep impression on customers