Since its inception in 2010, TH Real Milk has strived to provide consumers with clean,fresh milk products in the true sense.Since then, the TH Group has grown to become a significant pro
CURRENT MARKETING SITUATIONAL ANALYSIS
The official name of TH True Milk is TH dairy food joint stock business, the TH Dairy Food Joint Stock Company was founded on February 24, 2009, which is managed by the TH Group Bac A Commercial Joint Stock Bank provided financial guidance that helped the company get started Since its inception in 2010, TH Real Milk has strived to provide consumers with clean, fresh milk products in the true sense.
Since then, the TH Group has grown to become a significant producer in Vietnam, supplying clean food goods drawn from nature, such as fresh milk, meat, vegetables, and fruits Seafood of world quality, clean.
Since 2009, the project "Concentrated dairy farming and milk processing on a high-tech industrial scale" has been in operation.
From the stage of grass planting through the construction of barns, the processing of cow feed, and the management of dairy products, TH True Milk has invested in a high-end management system and a closed and synchronized production process in accordance with international standards Veterinary treatment, processing and packing, and product distribution to customers are all covered The barn system employs the most cutting-edge breeding technologies available.
To provide the greatest source of dairy cows for the best milk quality, animals are imported from nations known for breeding dairy cows, such as New Zealand, Uruguay, and Canada.
True Mart shops provide a variety of tastes, as well as moderate rates and products intended for families with small children and those who want natural products Pasteurized fresh milk products are included Pure pasteurized fresh milk derived from 100% fresh cow's milk is TH true milk.
- Dairy products: Pasteurized fresh milk, pasteurized fresh milk Topkid formula fresh milk, natural yogurt, nut milk, pasteurized drinking yogurt
- Beverages: TH True Milk Juice, TH True Milk RICE roasted rice water
- Butter and cheese products: Natural unsalted butter, Mozzarella sticks
- Cream products: Ice cream cones, ice cream flavors, ice cream boxes
TH wants every consumer to obtain the freshest, most delicious, and healthy goods possible as a top producer of fresh milk in Vietnam Home Delivery is the result of a persistent concern and effort to reduce and remove intermediary steps in the shipping and distribution processes, bringing to customers items that retain their essence natural, fresh, and pure, delivered fast and with the utmost ease
The TH Group strives to be Vietnam's top processor in the clean food sector of natural origin.
We are dedicated to become a world-class food brand adored by every customer, loved by everyone, and proud of the nation, thanks to significant and long-term investment paired with the world's most sophisticated research.
In terms of the mission, TH Group always tries it's hardest to nourish the body and soul of
Vietnam by delivering food items produced from nature that are clean, safe, fresh, and nutritious.
When it came to joining the Vietnamese dairy industry, TH True Milk took advantage of the country's enormous natural resources to ensure the most basic things from nature and provide people with clean glasses of milk.
Furthermore, by using the brand name "Clean milk," TH True Milk has been able to get into the psyche of young moms, especially in today's world where the environment is becoming increasingly contaminated, resulting in unhealthy food As a result, food safety is prioritized, and
TH Milk has successfully tapped into this consumer mindset.
Identifying the SWOT of TH True Milk
Long-term borrowing from North Asia
The industrial and agricultural systems are the most extensive and modern in Southeast Asia.
(following by principles and vision)
- A clean supply of milk protects public health.
- The raw source is 100 percent natural.
Given as a recruitment criterion → The crew and management have experience, passion, and professionalism.
Creating a humanistic and dependable brand for customers.
TH True Milk is a brand for the community since it participates in programs that benefit the public.
- Establishing a manufacturing technology farm and factory to create jobs.
- Donated milk to impoverished communities.
- Form a team with the goal of emphasizing children's nutrition in Vietnam.
- Milk donations for the "Red Sunday" blood drive.
The pricing is greater than that of other brands.
Because the majority of its materials are imported, it is dependent on inputs → high manufacturing costs → the price is greater than that of the general population.
(approximately 6% higher than others - Vinamilk)
Having a negative position in the domestic market.
Since its inception in the milk market, TH True Milk has had a higher price than competitors; as a result, buyers get the impression that "TH True Milk does not have a competitor in price."
Middle-income and low-income people make up the majority ofVietnam's overall population à dwindling consumer base.
The Vietnamese milk market has the potential to be valued.
Vietnam's political situation is stable but suspicious.
The government has always supported and fostered the growth of the dairy products business.
Consumers' income and standard of life in
Vietnam are both rising (Consumers are more concerned with health and nutritional products.)
Vietnam benefits from favorable soil and climate conditions for hay production and the development of draught cattle activities.
As they enter the market later, they will have the opportunity to inquire and learn.
Vietnam's accession to the WTO increased prospects for collaboration and broadened the market for businesses.
There will be a lot of rivalry from other brands (For example, Vinamilk)
Vietnam's accession to the WTO opened chances for international corporations to enter the Vietnamese market → improving company competitiveness.
SMART
S - specific
TH True Milk continues to demonstrate its supremacy in the Vietnamese dairy market More than 70 items based on fresh milk have been introduced to the market by the firm.
- In 2017, net profit was 319 billion VND, while in 2018, it was 450 billion VND From
2014 to 2018, the company's net profit climbed by a factor of 15 in just four years.
- TH truemilk made about VND 192,000 billion in income in 2019 and 2020 The company that owns the clean fresh milk brand TH genuine MILK was just granted the top category for the kind of massive production in the 2021 Asia-Pacific International Quality Award.
- Meet the firm's development needs while also maximizing the resources available to the organization.
- With knowledge and expertise, build human resource management, strategy, maintenance,and operations management with the purpose of sustainable development, plan and execute activities, and implement management areas.
M-Measure
From 2017 through 2020, TH Truemilk's objective is to achieve high sales each year With the goal in mind, TH would generate a turnover of 23,000 billion VND (about 1 billion USD) by 2020, accounting for more than half of the fresh milk market.
Develop a professional structure and management for your business To become one of the top organizations that workers consider an ideal place to work by creating a working environment in which employees can bring out their best, contribute, and accomplish common goals The brand of clean, fresh milk The top category for this type of enormous manufacturing was just awarded to TH real MILK in the 2021 Asia-Pacific InternationalQuality Award.
A – Achieveable
- With a turnover of more than 1 billion dollars, it has become the dairy brand with the most sophisticated cow farm in Southeast Asia It is a "clean milk" brand that has "no competition" in the Vietnamese market.
- With a total initial investment of 350 million USD, TH True Milk's most advanced dairy farm in Southeast Asia was developed in the west of Phu Quy, Nghia Dan, Nghe An With a modest number of cows brought from Israel at first, roughly 45,000 cows are currently cared for in a hygienic manner.
- The World Records Union declared TH to have achieved a world record for "the world's biggest cluster of concentrated farms utilizing advanced technology with a closed production process on the largest scale in the world" by the end of 2020 (World Records Union) - WorldKings) is a certification program.
- The market share of TH genuine MILK in liquid milk has expanded, now accounting for roughly 45%; Vietnamese customers are well aware of the brand.
- The TH real mart is a vital part of the company's distribution chain, as it is the last stop in the closed process "from green pasture to clean glass of milk." TH real market has more than 250 locations around the country and employs roughly 800 people directly.
R – Realistic
- The TH Group invests in the construction of a clean fresh milk processing facility in order to maintain the closed process in cow raising and milk production This plant is the largest in Southeast Asia and features the world's most advanced equipment and machinery.
- The TH Group's focused, high-tech dairy farm stretches across a huge area of 37,000 hectares of fertile Basalt red soil, with water supplies, in the territory of Nghia Dan - Nghe An Nature, as seen from the large Sao River Lake, is regarded as a model livestock farm, employing all of the most contemporary and advanced methods available in the area of dairy farming and farming today.
- The TH project "Milk growing and fresh milk processing concentrated on an industrial scale" has been underway on a 37,000-hectare plot of land since October 2009, with a total investment of 1.2 billion dollars At this time, the project has a total of 45,000 cows.
In the Nghia Dan area of Nghe An, one of three clusters of concentrated dairy farms of the
TH Group is seen There are around 15,000-17,000 dairy cows in each of these clusters.
- TH genuine MILK farm now has 45,000 cows, more than 22,000 of which are lactating, with an average milk output of 30-40 liters/head/day With 22,000 dairy cows every day,
TH true MILK farm gathers between 400 and 450 tons of fresh milk.
- The market share of TH genuine MILK in liquid milk has expanded, now accounting for roughly 45%; Vietnamese customers are well aware of the brand.
- The goals that TH genuine Milk has set are reasonable, based on what the company has accomplished, as evidenced by statistics.
T – Time bound
Since 2009, the True Milk project has been revived In December 2010, TH True Milk products were made available to the general public By 2013, the firm had generated around VND 6,000 billion in sales The total income in 2013 was 3,000 billion VND.
In 2017, net profit was 319 billion VND, while in 2018, it was 450 billion VND From 2014 to 2018, the company's net profit climbed by a factor of 15 in just four years.
In 2018, TH Company achieved a sales milestone of over VND 7,000 billion, exceeding the leadership's forecast The excellent expansion in the business of fresh milk products is responsible for this success.
After ten years, the quantity of home milk has greatly grown TH true milk made about VND 192,000 billion in income in 2019 and 2020
According to the numbers, TH True Milk's revenue has gradually risen over the last 11 years,and the goals put out by TH True Milk are all reasonable and correct.
MARKETING STRATEGY
Segmentation
Children's and teens' ages As a developing age, it is crucial to develop, and many critical nutrients from milk are required to build height and brain.
The young are of a certain age This is the final stage of growth; it is still important to replenish nutrients from milk, but the amount required is reduced.
Adults are less likely to drink fresh milk as they become older, instead opting for other nutritious goods and beverages.
At this age, TH True Milk aids in the replenishment of collagen, the appearance of beautiful skin, the slowing of the aging process, the supplementation of phytosterols, and the supplementation of calcium to aid in the formation of strong bones.
Because of their low income, they can only afford to meet their basic demands
Already have a greater income, can afford higher nutritional demands, but will not be consistent and will have pricing considerations and worries.
Relatively excellent income, able to pay for the need for repairs on a regular basis, out and about, less price consideration but more concern for quality, nutritional hypothermia.
People here have excellent living standards, place a great value on required health and nutrition, and are prepared to spend money on life's necessities.
People's living conditions and living standards remain poor, with less attention for basic health and nutrition and insufficient funds to meet high demands.
1.2 Evaluate and select the target market a Attractiveness of the market following Market segment criteria
(Note: Scale from 1 to 5, 1 = least attractive: 5 = most attractive)
Numbe r Norm Under 15 years old
From 15 – under 25 years old Over 25 years old
Total 24 18 b Assessing the strengths of TH True Milk in the market:
(Note: Scale from 1 to 5.1 = less attractive; 5 = most attractive)
Numbe r Norm Under 15 years old
From 15 – under 25 years old Over 25 years old
Number Norm Less than VND
Total 22 13 c Reviews of segments by GE matrix:
The level of attractiveness of the market.
High Should invest Should invest Consider
Mediu m Should invest Consider Shouldn't invest
Low Consider Shouldn't invest Shouldn't invest
The strength of TH True Milk
→ The market sector on which TH True Milk concentrates, particularly the high middle income market segment, is referred to as the target market segment The target age for TH True Milk is under 15 years old since this is a developing age, and milk products are vital during this era for physical and intellectual development.
Positioning
Based on a survey of consumer attitudes toward milk products Three brands are being compared: Nutifood, Vinamilk, and TH True Milk The comparison is based on 3 criteria: price, quality, and brand The 1 to 5:1 review scale is the lowest, 5 is the highest The results of the assessment are presented in the following table:
Looking at the positioning map, TH can be seen leading in two aspects: price and quality, indicating that TH milk has left its mark in the hearts of customers as a quality product that goes hand in hand with the price With the best milk quality 100 percent, TH True Milk is gradually establishing its own place in the Vietnamese and worldwide dairy markets.
The slogan of all TH True Milk products in general is "Really natural," with the message "The essence of nature is retained intact in every drop of fresh milk." The grass is silified, cows are drank with pure water, cold baths, listening to music, and enjoying the fresh and sanitary atmosphere of green fields in Nghe An, as indicated by the closed agricultural and production process using industrial methods TH's flawless raw milk transportation mechanism, in addition to farms and milk processing plants, has built a closed, modern, and large-scale milk production model with high-quality, even products As a result, Ms Thai Huong, Chairman of th's StrategicCouncil, declared during the announcement ceremony of the first batch of fresh milk sent toChina: "Th's milk exported to China is still TH milk sold in Vietnam because of the same manufacturing method, just in packaging with more Chinese." That demonstrates TH trueMILK's confidence in the homity quality and international standards TH true MILK products have won many Gold and Silver awards at global food fairs in the Russian Federation, USA,Korea and many other countries in the ASEAN region.
Differentiation
TH True Milk is continually striving to make a difference in product quality in order to provide consumers with clean and healthy products.
When it comes to consumer psychology, TH True Milk is quite astute, with promotional activities followed by PR highlighting the "clean milk" component This has helped it stand out from other dairy brands on the market.
At the same time, in an era when everyone is worried about food safety and cleanliness, the
"clean" element is extremely significant to customers Thus, merely the phrase "clean" let THTrue Milk earn a huge advantage in market positioning. a 100% clean milk
- Breed of cows: Cows are imported from New Zealand, USA, Australia, Canada have a clear pedigree, ensuring the production of top quality milk.
- Source of raw materials: TH is fully autonomous in terms of feed raw materials to ensure top nutrition for dairy cows TH Farm applies advanced technologies in the world with modern agricultural machinery to optimally serve in planting and harvesting all-year-round feed ingredients for cows: corn, American varieties, Mombasa grass, Mulato grass
- Nutritious: Feed recipes for each group of cows and the mixing process carried out by the advanced software system.
- Water source: In addition to food, cows also drink clean water treated with state-of-the-art Amiad water filtration technology to ensure a safe source of clean and pure water for the herd.
- Barn: The farm applies advanced standards and regulations of livestock farms in the world.
- Management cows: TH applies Afimilk (Israel) Afifarm herd management technology - A world-leading modern dairy farm management system Cows are tagged and attached with Afitag electronic chips on their legs to monitor health status, nutrition and milk yield All information of each individual cow is analyzed and used by farm managers to make decisions to manage the entire breeding cycle on the farm.
- Healthcare: Cows are free to move in covered barns, attach cool fans, cows are listened to music and cool baths every day to stimulate the natural milking of cows The Center for Veterinary Medicine and the Laboratory of International Standards allows for rapid diagnosis, prevention research and treatment of diseases for cows.
- To milk: The fully automated milking system is strictly controlled according to the process to ensure leading hygiene and safety conditions.
- Transport: Fresh cow's milk is transferred by cold pipe system to the total tank at the farm and then transferred to the cold tub to the factory, the coldness is always maintained 2 °C - 4 °C.
- Factory: TH Fresh Milk Factory has modern technology and leading scale in Asia, equipped with modern equipment imported from G7 countries and Europe The entire operating system is carried out in accordance with ISO 9001 The factory's products are manufactured and managed completely in accordance with ISO 22000 to meet strict food safety and hygiene standards. b "Truly natural"
Entering the dairy industry with highly strong domestic and foreign brands like as Vinamilk, Moc Chau, Hanoi Milk, Ba Vi, Dutch Lady, and others that already have a solid market share and loyal customers, TH True Milk chooses to announce the difference: Totally natural.
This is an intriguing technique to work with items that appear to be tough to distinguish Because any milk that is not extracted from a cow must always be clean, as this is a highly vulnerable food to infection.
"The essence of nature is preserved intact in every drop of fresh milk," says the statement The grass is silage, as demonstrated by the farming process and closed production with industrial methods, and cows may drink fresh water, take a cold bath, listen to music, and enjoy the clean and sanitary atmosphere of the farm grasslands in Nghe An.
To persuade customers that they are "Clean milk" and "Really natural." TH declared ahead of time and appears to demonstrate that, unlike some other firms, it is still farmed by homes, grass and water are unsanitary.
This marketing strategy is unclear as to whether it is the source of an increase in purchasers, but it has caused other rivals to "jump" to debate and complain because of the underlying "Can other dairy firms not?”
Targeting
True milk market primarily targets individuals with a desire for "Clean" milk, natural milk, excellent quality, and a fair price, as well as the following client groups: 3-35 years old to meet the following needs: beneficial for health, attractiveness, weight reduction, height increase, and so on - When compared to other individuals, humans require a lot of nourishment and eat a lot of milk for physical growth at this period (5-14 years old) As a result, targeting children will generate enormous revenues for TH True Milk since Vietnamese parents with children aged five to fourteen have a high desire for nutritional items for their children's physical development.
MARKETING MIX
Product
A product is a term used to refer to the goods or services the company provides to customers. Products can be tangible or intangible services in which there are many aspects that link together to attract intent and motivate consumers' thinking so that they make purchasing decisions The product is also the "heart", which is the core element of all marketing strategies The product needs to include a core service to meet the main needs of customers and is accompanied by additional services to help customers use the core more effectively such as consulting,welcoming, handling exceptions,
A successful product is one that meets the needs and desires of customers, providing value to them that differentiates the company and the competitor Applied to TH True Milk company, the milk product line meets consumer satisfaction, provides consumer value in line with the wishes and needs of customers. a) Product description
Currently, TH True Milk has launched many different product lines The brand's product lines include
- Dairy products: Pasteurized fresh milk, pasteurized fresh milk, Topkid formula, natural yogurt, nut milk, pasteurized drinking yogurt
- Butter, cheese: Natural butter, Mozzarella stick cheese
- Beverages: TH True Milk Juice, TH True Milk Juice, TH True Milk Rice Roast rice water
- Ice cream products: Cone ice cream, stick ice cream, canned ice cream
TH's dairy products are developed in the context of industrial society, increased corporate income along with understanding the value of milk incubation in an increasingly polluted environment, the requirement for clean milk is extremely necessary Therefore, T H's product line meets the convenience, arouses a good and nutritious feeling of refreshment.
The foundation of TH True Milk's success is its long-term commitment to ensuring the rights of its customers The company always provides food products derived from nature - clean, safe, fresh and nutritious.
To grow stronger, TH's marketing strategy focuses primarily on young children and women With products from nature, TH True Milk offers a combination of nutrition and beauty that not only pushes the value of the product but attracts many female consumers with the aim of providing healthy nutrition and beauty preservation elements. b) Brand
TH stands for True Happiness The company wants to bring the customers fresh and intact products from nature TH True Milk means real milk The name is not only allied with the product characteristics but also easy to remember and make an impression with customers From the beginning stage of the company, TH True Milk determined that the brand brings Vietnamese consumers clean, safe products, making a sudden breach through products with ensuring the highest quality milk. c) Packaging design:
In terms of product designs and packaging, the current consumer trend is very focused on product designs and packaging Understanding that trend, many companies have not hesitated to pour the cost of investment into packaging For TH True Milk's products, the company has used Tetra Pak packaging technology from Sweden with modern technology, in accordance with the habits of vietnamese paper carton milk, on the packaging full of information as well as symbols, images are expressed simply, Obviously, stand out On the milk carton clearly shows the name
TH True Milk with a blue font on a white background, above the milk box is a blue sky, clearly showing the image and brand of TH True Milk. d) Quality
In terms of product quality, in order to meet the increasing demand of consumers, the company has not hesitated to invest in modern technology lines Milk products are produced with the most modern and hygienic production technology TH True Milk is completely from nature to give users a truly fresh, quintessential milk Ensure factors such as taste, sweetness and originality
For material, TH Group imports the best cows for New Zealand, Canada, United State The cows have a clear pedigree, guaranteeing top-quality milk TH True Milk is absolutely from nature,bringing its users a truly clean Ensure the taste, sweetness, and purity For manufacturing, THTrue Milk invested in modern technology lines Products from milk are manufactured with the most modern and safe production Moreover, the entire farming, veterinary canter, lab and milking system are well designed by using control techniques with annual expert teams’ supervisions.
Price
Pricing decisions are ones that could have an incredible impact on marketing organization. When analyzing TH True Milk's marketing strategy on price, the brand used Premium Pricing Strategy This Premium Pricing Strategy is a premium product market price campaign When using this strategy, TH values their products highly to show that the product is of premium value. This type of valuation focuses on perceived value rather than actual value and production costs. There have been many brands that use this strategy that are known for delivering premium values through their products. a) Supplies
To ensure the quality milk flow, the type of cow that this brand imports from abroad such as Canada or Australia has a low price The cost of the care and eating of cows increased during the epidemic This requires TH a source of financial support to prepare for the maintenance of the current system and ensure the quality of milk for consumers TH should have suitable adjustment in pricing to both cover the cost and ensure the firm's profitability. b) Competition
Vinamilk is the dominant brand in the dairy market in Vietnam, TH is the next company, so it needs to have a strategy to make a difference to be able to enter the market TH True Milk is a high-end product line so this brand has chosen the highest possible pricing strategy, in addition to trying to influence consumer sentiment in the interaction between price and quality TH True Milk's price strategy has been carefully calculated and fully in line with the development of Vietnam's dairy market today as well as the economic development of Vietnam in recent years.
Compared to this firm,the price of TH True Milk (according to thmilk website, price is about26,500 dong per 4 bottles of 180 ml) is often 3500- 4500 VND higher than them The difference lies in the modern and high standardization production chain they own These two brands both compete with each other in creating trust in consumers about a clean and safe milk manufacturer. c) Customer
TH True Milk focuses on female customers, ages 15 to 35, and focuses on 25- to 35-year-olds, or urban areas, focusing on active, modern big cities that care about their health and that of their families Accordingly, the price of TH True Milk is quite high compared to the general premises.
With a potential market like Vietnam, along with an increase in GDP per capita, driving demand for dairy products, especially high-quality, high-quality high-end milk, ensuring the growth in depth of the Vietnamese dairy market in the future, this price strategy is perfectly justified With the development of the market, income, standard of living, milk is no longer a luxury product and it gradually becomes a regular and indispensable product in daily life.
Place
In TH True Milk, before coming to the end-users, products are transferred through different stages From the early stage of cows importing, herd control,veterinary care, disease prevention and treatment to milking, the fresh milk is transported and stored by cooling tank trucks at 2-4 degrees C in order to best preserve the nutrients of TH TrueMilk In this place, the latest pasteurization techniques are applied to ensure quality, naturalness, flavor, nutrition and safety of the company’s clean, fresh milk After production stages, the milk are distributed to TH Stores,
TH retail outlet and TH True Marts in best conditions and bring to families standardized products with preserved essences, flavors and nutrients of nature.
For TH True Milk's marketing strategy on distribution systems, TH True Milk has built a wide- ranging TH True Mart system chain as well as partnered with distribution systems such as major supermarkets to help customers easily access TH True Milk products TH True Mark is a retail chain that provides the safest, cleanest, freshest and most nutritious food products, of natural origin, produced by Farm Fresh Dairy Th.
With the investment help of North Asia bank, Th Group has chosen a separate path according to the principle of preserving the essence of nature in each product, TH investment and modern design applying high technology to preserve milk Compared to a scattered layout of normal supermarkets, TH True Marts are truly ideal for customers Instead of wandering around and hardly find the items in crowded places, TH True Milk offers consumers with clean and scientific designed stores; enable them to free and smart shopping.
Besides, to bring convenience to consumers, the outlets are located near many schools and offices in big cities In the first stage, this system is concentrated in the major cities ofHanoi, Nghe An and Ho Chi Minh City As a long term strategy, this will be key distribution channels and specialty channels besides traditional distribution The number and location of distribution outlets are designed scientifically and rationally due to geographical and population maps in each region, namely the density distribution of the major streets, residential areas, high-rise buildings, schools, hospitals For instance, the chain stores in Hanoi are located in nearby center path like Chua Boc, Nguyen Chi Thanh, Hoan Kiem and so on which is easy for residents to find with a system of 40 stores citywide.
Since milk is a consumer commodity, the distribution channel is quite long, in addition to distributing at TH True Mart stores, TH Group also uses distribution channels that are large retail systems such as CoopMart, Big C, MaxiMark, On the shelves at the supermarket right next to Vinamilk's milk shelves, there will be TH True Milk products.
These are only the first steps in the plan to develop TH True Mart system to become a trusted and supported retail channel nationwide, in order to bring fresh products from nature produced directly by TH Group to consumers quickly, The safest and most convenient TH Group hopes this will be a reliable address for consumers to find the most quintessential products of nature.
Promotion
TH True Milk focuses on attention, communicating with customers in many different ways. With the goal of quickly making a lasting impression on Vietnamese consumers, TH is constantly building a new and unique image from the logo, meaningful brief message, branding through practical activities important to the public interest in environmental management and efficiency in energy transmission These campaigns are always used in reference by the other brands as a lodestar of marketing art TH True Milk implemented which so-called Preemptive Claim or Law of mind - concepts of Al Ries Accordingly, TH True Milk was the first company to claim they produce "clean milk" and took a step ahead of the competition against veteran when doing this. That's more than buzz and media storm TH True Milk has adopted branding strategy perceived quality By owning True which means "clean" in consumers' minds, TH Milk is on the right track to become the leading brand in fresh dairy segment. a) Media message
TH True Milk always wants to convey the main communication message "Truly Nature". Besides, there are physical sub-messages that bring purification from nature; about the physique and style of preservation, creating a feeling of lightness and health These messages help TH succeed in attracting the attention of customers because TH understands that customer insight is the quality of the product as well as the benefits of the product. b) Trade marketing
A long-standing advertising method used by many businesses large and small to advertise services and products Th True Mark systems are usually decorated in two main colors, white and blue, with attractive standee and in-store marketing The staff carefully trained each feature of the product and how to promote it to shoppers. c) Promoting event
It is a major brand that often contributes and sponsors in learning and child programs TH True Milk earns a lot of profit from the way the program is presented, along with the expansion of the brand Many activities are mentioned as:
- Supporting charitable programs for the community
- Award many scholarships to studious students with good achievements.
- He is the main sponsor of the reality TV show "I've grown up."
- Organizing the Children's Artist Program
- As a sponsor of the program "Milk journey to the Northwest – Baby reminds TH True Milk"
- There are also programs to attract talent and promote the company's image. d) Mass media and print media
Besides meaningful messages, the implementation of advertising campaigns is also a marketing strategy of TH True Milk.
TH True Milk's main advertising activities must be mentioned as:
- Broadcast TV on VTV3, VTV1, VTV6, HTV7, SCTV2, with images of the process of producing fresh milk.
- Press: Targeting female audiences and entrepreneurs in newspapers such as Women, Youth, Saigon Marketing, New Saigon Entrepreneurs, Hanoi,
In today's epidemic situation, TH is rapidly promoting e-commerce channels From 2019, TH has developed an online ordering system on the website or hotline Also in the year TH set upTheLIFE app to bring customers an online experience with more benefits and utilities such as points, redemption, online support.
People
Services are produced and consumed at the same time, and customer experience is altered to meet the individual needs of people Consumers buy from people that they like, so the attitude, appearance and personal skills of all staffs need to be placed first All customer facing personnel must be trained to maintain a high quality service Training should begin as soon as the individual starts working The induction will involve the person in the organization's culture for the first time, as well as briefing him or her on day-to-day policies and procedures Due to the new products, TH staff must be well-trained about the new product and its features Also, they need to be persuasive enough to turn customers to decision of trying new things such as introducing them to the milk product.
Because of its focus on product value, TH also recognizes the importance of the feeling that comes from customers TH True Milk has won many awards for highly regarded customer service at home and abroad Dedicated and steadfast "Keeping customers at the center, putting customer care at the heart of the business", TH Group of Vietnam – owning the TH true Milk brand – has just marked as the first unit in the Vietnamese dairy industry, surpassing thousands of nominations from around the world, International Business Awards - IBA Stevie Awards with Bronze award in the category "Outstanding Customer Service of the Year" With the belief that customers are the main growth engine of the business, TH Group has invested in building a modern and professional customer care system to bring not only quality products with the criteria of "good for health", "entirely from nature", but also a thoughtful service, bringing the peace of mind and trust of customers when choosing TH's products All customer requests and problems when received by the customer support center are handled early with a respectful heart Each question and complaint of consumers is considered by TH as a valuable opportunity to improve the quality of service TH Group has set up a multi-channel care and support system, from hotline number, fanpage on social networks to direct support Not only is it addressing their needs quickly, TH's customers also receive more useful information about the value of products, promotions and knowledge about healthy nutrition.
In addition, the brand also regularly organizes process tours at farms and factories for customers to witness the process of creating products with TH True Milk The strategy of placing customers at the center clearly demonstrates the spirit that Ms Thai Huong, founder and investment advisor of the Group, has set and led TH to pursue, which is to follow the path of "For public health", providing fresh products, clean, for the health of the Vietnamese kitchen with the mind of the
Process
TH True Mart, the process of service flows from warmly welcoming customers entering the Mart.Staff since then have the duty of guiding them to their needed section of Milk which is normally presented through shelves with specific cards At the same time, they are in charge of providing consumers with relevant information and advices on suitable products to help them with packaging and post purchase The important plus point for TH True Milk is that everybody know what to do and how to do it Again, the importance of well-trained staffs is called An experienced inservicing is a key success factor to attract customers The impression services bring could determine the whole feelings of consumers about the products.
Physical evidence
TH True Marts are designed with a view to fresh feeling with two basic colors: white and blue.This design helped bring a bright and clean image to the consumers, make it more recognizable from other normal companies Rather than random placements and crowded stuff like normal brands in supermarkets, the separate section with neatly placed products in TH True Mart helps consumers to feel at ease when finding their wanted goods The colors are the best to describe and fit with the brand’s slogan of“truly nature” The visual effect of designed colors is one of the main factors that remind consumers of TH True Milk brand Official website of TH True Milk provides a wide range of information about TH’s products, news and TH Mart as well as milky information (modern production and healthy ingredients) Information is presented in different forms (video, audio) With target customers of medium-upper income class, such a clean,scientific and fresh layout is suitable and effective in attracting them.
VALUE CHAIN MODEL OF TH TRUE MILK
Supplier
The supply of raw materials for fresh milk TH true milk has built a closed system of livestock farms that are supplied to its own milk processing factory in Nghia Son, Nghia Dan, Nghe An. a) Cows
With a small amount of cows originally imported from Israel, now about 45,000 cows are cared for according to a clean process Cows can eat clean grass, drink clean water, listen to music, massage, etc The whole process is managed by machines to ensure the best and cleanest milk quality.
To ensure the clean milk production process, TH True Milk has a team of experts from Israel to advise and monitor how to properly care for cows; a team of highly qualified engineers are often sent to gain experience in famous dairy producing regions such as New Zealand, Australia, Canada; Workers involved in managing the milk production process are rigorously trained before entering the farm TH True Milk's model and production line are built according to its perfect chain The financial plan creates a capital of $1.2 billion to spend on stages of a long-term project The 2014 plan is over 45,000 dairy cows 2017 is 137,000.
The number of cows of TH Group by the end of September 2013 has reached more than 35,000 children Notably, TH's dairy herd is a high-yielding HF cow and thanks to the process of rearing, caring and good nutrition applied in a closed manner at TH's farm (Nghia Dan, Nghe An province), Milk production per cow can reach 30-40 liters a day The current average milk production is approximately 400 tons of fresh milk per day and will be increased rapidly in the coming years The vision based on high technology has helped TH build a centralized dairy farm system, following the international standard high-tech model
This state-of-the-art system can meet the nutritional needs of dairy cows, in order to produce high quality milk and retain all the necessary micronutrients for human consumption The management of cows is completely computerized by TH using the technology of attaching electronic chips in the legs of each cow This helps to control health status, detect estrus and early mastitis in cows.
Cows are milked in a fully automatic, closed system; Milk is cooled directly before entering the tank to ensure that the milk produced always meets food safety and hygiene standards After that,cow's milk is transported to a modern processing and packaging plant, to produce clean, delicious and nutritious fresh milk products All these stages are strictly controlled by a team of leadingIsraeli experts and the most modern technology in the world. b) TH Farm
TH dairy farm in Nghia Dan, Nghe An (currently with a scale of 45,000 cows) started construction in September 2009, February 27, 2010, large trucks carry 1,500 HF cows from New Zealand landed on the farm in North Phu Quy, Nghia Dan, Nghe An Ten months later, on December 26, 2010, TH's first clean fresh milk line entered the market, creating a real revolution in the production and consumption of clean fresh milk.
The application of high technology on the farm has made great breakthroughs in creating clean fresh milk for TH In a closed cycle, cows are fitted with a chip to monitor the estrus cycle and health (system) Smart chip can warn in advance of mastitis 4 days in advance, cows will be stopped milking for treatment.) Cows are carefully calculated nutritional composition with 12 dishes per day from clean raw materials grown from TH farm; cool off and listen to classical music several times a day to produce the highest quality milk Expressed milk is put into the tank system, cooled suddenly for 30 seconds, enough for sterilization but still retains almost intact nutritional value.
According to agricultural experts, the success of TH's large-scale centralized dairy farm model has marked a breakthrough in the livestock map in Vietnam, a tropical country still considered completely non-existent suitable for raising dairy cows Since then, TH has launched 29 types of fresh and sterilized milk products, and eating and drinking yogurts of all kinds.
It is known that, according to the roadmap, by 2020, the scale of TH's concentrated dairy herd will be This will probably be one of the new world records TH Group has confirmed the Asian record of "The largest concentrated dairy farm" applying high technology. c) Packaging
After 3 years of market launch, TH true MILK fresh milk products have been well received and appreciated by consumers Besides the decisive factor is the quality of input materials, the application of modern production and packaging technology is also an important factor to help bring consumers the cleanest and purest cans of fresh milk.
TH true MILK sterilized fresh milk applies UHT sterilization processing technology with super- high heat treatment and ultra-fast cooling to kill all harmful bacteria, microorganisms or fungi while keeping maximize the nutrients and natural taste of the product The finished milk is then packaged in 6-layer sterilized paper bags in a completely sterile environment, where each layer will have a different function TH true MILK pasteurized milk products are therefore very safe and have a shelf life of up to 6 months without the use of preservatives and refrigeration. Currently, TH true MILK pasteurized fresh milk products are using packaging of Tetra Pak (Sweden) and Combibloc (Germany), both of which are manufactured on modern and advanced technological lines most advanced in the world.
The products using these two types of packaging are similar in terms of images, information content on the package, price, packaging quality in preserving milk, actual volume, and product quality fully comply with the standards that TH has announced to customers and is licensed by the regulatory agency for circulation
Currently, TH uses Combibloc packaging and Tetra Pak packaging for all types of TH true MILK
180 ml and 110 ml pasteurized fresh milk products (except fortified milk), including flavors : pure, low sugar, sugar, pure strawberry and chocolate flavor In addition, Combibloc packaging is also used for TH true YOGURT pasteurized drinking yogurt Although it is designed with 6 sturdy layers, the packaging manufacturer also recommends that customers need to store, transport, and stack layers according to the instructions to avoid the case that the milk carton is affected by external mechanics or damaged Rodents damage the packaging, creating crevices for microorganisms to penetrate and grow to damage the product. d) Sugar
TH bought the sugar factory: TH True Milk quickly registered the planning of the entire raw material area of Nghia Dan, including the sugarcane area This means, any partner who buys Tate
& Lyle must "pass through" TH True Milk to have the raw material area for production.
Producer
TH Milk Joint Stock Company (TH True Milk) has just inaugurated a modern dairy factory in Nghe An province This is considered the largest clean fresh milk factory in Southeast Asia The clean fresh milk factory is located in the large-scale industrial concentrated dairy farming and milk processing project of TH Group This is the largest private investment project in the agricultural sector in Vietnam with a total investment capital of up to 1.2 billion USD.
After 2 years of construction, the factory officially put into operation the first phase of production line cluster with a capacity of 200,000 tons per year The total design capacity of the factory is up to 500,000 tons a year in 2017
Clean fresh milk factory is equipped with modern equipment imported from G7 countries and Europe The entire operating system complies with ISO 9001 The factory's products are manufactured and managed according to ISO 22000 standards to meet strict food safety and hygiene standards Especially the production line Yogurt production here applies robotic technology, which is the first technology used in Vietnam, to automate all stages allowing to ensure product integrity throughout the process The overall production lines are controlled by the latest software in the world in the dairy industry such as TPM, TQM
At the inauguration ceremony, TH Group also donated the first 1.5 million cups of milk from the factory with a total value of 10.5 billion VND to poor children in Nghe An province and across the country On this occasion, TH True Milk also launched new high-quality products such as eating yoghurt, live yeast drinking yoghurt, pasteurized yoghurt produced from the factory's line Currently TH is one of the leading suppliers of clean fresh milk in Vietnam TH True Milk products account for nearly 40% of the fresh milk market share in the North market and are advancing strongly in the Southern market.
Distributors
- TH Milk Joint Stock Company
In addition, there are low-level local distributors such as: TNT THINH PHAT JOINT STOCKCOMPANY: Address: No 6 Chua Boc-Dong Da-Hanoi.
Retailers
Currently, TH True Milk has over 300 specialized retail stores across the country Major retail systems such as Coop Mart, Big C, Maixi Mart and at stores and distributors.
In addition, TH true milk Company has its own retail system called TH true Mart in 3 North, Central and South regions and has more than 100 stores Trend: more and more agents and supermarkets are springing up and everywhere Good influence: TH true milk will be distributed everywhere and known to everyone.
TH true mart chain of fresh and clean food stores
From the TH true mart store chain, TH true milk fresh milk products have reached consumers faster and more conveniently Following that, lots of TH true mart stores were opened in Ho Chi Minh City, Hai Phong, DaNang…
Mr Ngo Minh Hai, Permanent Deputy General Director of TH Food Chain Joint Stock Company said: "TH true mart was formed with the goal of providing to Vietnamese consumers the most quintessential high-quality products, creating a more civilized and convenient consumption culture for consumers - consuming with understanding, improving the quality of life, protecting and promote health every day." Since the product's launch, the brand of clean fresh milk TH trueMilk has quickly won the trust of consumers and the market
TH truemart's "Hero shop" stores in HCM City is acting as a large showroom, with an area of display models "From green pastures to clean milk glasses", models of farms, factories, and areas Area for customers registered to use home delivery service, and VIP customers, customers who buy often in large quantities Therefore, these "Hero" stores of true mart are meant to provide the most complete information about products to consumers At the same time, this is also a place for direct dialogue and connection between TH true Milk and other TH products with consumers.
Customers
Customers are an important part of the TH True Milk supply chain Customers are the property of TH True Milk, so TH True Milk needs to understand the needs of customers when using products, in addition, TH True Milk needs to distribute products to each customer group. different 100% of consumers already know the product name 91% feel the product is suitable. 96% think that product quality meets their own requirements 28% feel more attached to TH products than other brands Currently, TH True Milk and Bac A Bank are coordinating to issue
TH mart cards with this card, customers will receive a 5% discount.
PROJECTED MARKETING BUDGET
Run TVC ads for 30 seconds, of which 10 seconds introduce products, 10 seconds introduce the program
- From January 1, 2022 to March 30, 2022: advertise 1 time per day at 19:55 (after 24/7 sports news): 100,000,000 VND/ 1 time
=> Advertising cost for 3 months: 9,000,000,000 VND
- From April 1, 2022 to June 30, 2022 advertising twice in the time frames: o 12h00 - 13h00 (Monday to Friday: 40,000,000 VND/1day, Saturday: 70,000,000 VND/1 day, Sunday: 80,000,000 VND/1 day) o 19:55 (after 24/7 sports news): 100,000,000 VND/day
=> Advertising expenses for 3 months: 12,000,000,000 VND
- From July 1, 2022 to September 30, 2022, advertise all days of the week in the time frame: o 11h-11h55 (Monday to Friday: VND 20,000,000/day) o 11:50 am - 12 pm (Saturday and Sunday): 50,000,000 VND/ day
=> Advertising expenses for 3 months: 2,400,000,000 VND
- From October 1, 2022 to December 30, 2022 advertising 1 time per day at 19:55 (after 24/7 sports news): 100,000,000 VND/ 1 time
=> Advertising cost for 3 months: 9,000,000,000 VND/ 1 month
(Price table advertising on VTV3: https://thuengoaimarketing.vn/info/quang-cao-vtv3.html )
=> Total cost of advertising on television: 32,400,000,000 VND
Run Facebook ads for articles, banners, videos about products
Time: from January 1, 2022 to December 31, 2022
Total estimated cost of advertising on Facebook: VND 4,320,000,000
3 Run ads on Youtube: Estimated cost: 3,000,000,000 VND
4 Costs of advertising through Influencers: 6,000,000,000 VND
5 Video advertising, banners in commercial centers:
Ordering panel at gate 4 Ba Trieu: 170.800.000 VND/ 1 month
The cost of 6 months: 512,000,000 VND/ 1 month
Advertisement at the entrance to tunnel B1: 26,520,000 VND / 1 month
Vincom Mega Mall Royal City:
Place 4 billboards in front of the main entrance: 43,054,200/month/billboard
The cost of 3 months: 516,650,400 VND
Advertising on LED screen: 30,000 VND/30s Broadcast 10 times a day
Total cost estimated: 48,000,000,000 in year 2022
CONCLUSION
In more than 10 years of operation and development, growing up day by day, we clearly see the effectiveness of TH True Milk's marketing services in many different aspects Although it started late, it became a formidable competitor that made veteran domestic brands be wary TH is currently considered to be successful and outperforms competitors in the industry, TH will increasingly have to improve and innovate its strategy to suit society and the long-term and comprehensive development of the business.