Marketing Management Final Examination Report.pdf

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.. Abbreviation: TH True Hap

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

Class: cúc 0 en Bảo Ngọc MSSV:I240

Class: CLC_19DMA07

Group’ Ss members; Tran My Linh MSSV: 19 li

5

Instructor: Ngô Minh Trang

Ho Chi Minh City, 2021

Ho Chi Minh City, 2021

ORT

5726 5563

SWOT ofTH True ICE CREAM - 2.1 22121111121121 1111151 12111112111 22111111111 ke

TABLE OF PICTURES

Picture 1: The price of TH True ICE CREAM’s products

TABLE OF FIGURES

Figure l: Vision and mission of TH Cotmpany cà nen HH re 2 Figure 2: Šwot of TH Companyy - cà HH HH Hà HH HH HH trệt 3 Figure 3: Šwot of TH True ICE CREAM 2S 912 HH HH Ha 5 I0 8n na 15 Figure 5: Sale ÍOr€CaSE ch HH HH HH HH HH HH HH tt nấu 17 Figure 6: Expense ÍOT€Cas(L HH H HH HH sinners 18 Figure 7: Expense budget 0.0 00 ccc ccececeeteeciseeesiennestnsersisnesisienesirnnteenesernieses 18

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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 -

clean, safe, fresh, and nutritious The company has made an investment in a

management 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

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,

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

fresh milk, meat, clean vegetables and fruits, seafood

With 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

a wealth of experience, is still small with not consumers are - Vietnam's

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

- The distribution system has failed to provide adequate coverage

- Because the majority

of raw materials are

- 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

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

5 Current market situation for TH true ice cream line :

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

-Keep the delicious taste expensive than other | - Have the competition with

and nutrients in fresh milk

-Recharge energy and

relieve all stress and fatigue

-Do not use powdered milk

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

O Market segmentation:

Geographic segmentation:

Up 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

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boxes 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

MARKETING MIX PRODUCT

O Product Attributes:

When launching TH true ICE CREAM, TH once again pioneered the industry, creating a new market segment: Ice cream from pure fresh milk!

Ice cream is one of the most popular snacks for all ages, so right from the beginning

of the research and development of TH true ICE CREAM, our leading nutrition and food experts TH has set the most important standard “Ice cream must be delicious” The deliciousness of the product is made up of ingredients Most of the products on the market are used as main ingredients from milk powder and other ingredients The new TH true ICE CREAM product range includes the main product groups: popsicles, ice cream cones and boxes, ice cream sandwiches with attractive flavors