analysis of the companys promotion strategy true milk

By 2020, TH continues to achieve the record of the world''''s largest high-tech concentrated farm cluster with the world''''s largest closed process, confirmed by theWorld Records Union.TH tru

VIETNAM NATIONAL UNIVERSITY HCMC INTERNATIONAL UNIVERSITY

SCHOOL OF BUSSINESS ADMINISTRATION

-MARKETING PLAN ON A VIETNAMESE COMPANY

Course: Principle of Marke琀椀ng

TABLE OF CONTENTS

CHAPTER 1: ABOUT THE COMPANY

I The history of formation and development of TH True Milk Company

1 History of TH True Milk Company.2 Development of TH True Milk Company2.1 Market overview.

2.2 Company development process

II Product lines

1 Dairy products.

2 Butter and Cheese products.3 Soft drinks

4 Pure water5 Cream Products.

6 Japonica rice products FVF

CHAPTER 2: ANALYSIS OF THE COMPANY'S PROMOTION STRATEGY – TRUE MILK

I Vision – mission

1 Vision2 Mission.

II Typical promotional tools, pros and cons of each.

1 Communication messages.2 Advertising.

I General assessment of the company's marketing strategy

II Solutions to complete the company's strategy.

-CHAPTER 1: ABOUT THE COMPANY

I The history of formation and development of TH True Milk company

1 History of TH True Milk Company:

TH true MILK full name is TH Milk Food Joint Stock Company, international trading name (in English) is TH Joint Stock Company, abbreviated name is TH true MILK, is a company of TH group established in Vietnam was established in 2009 in Nghe An This is a 100%Vietnamese dairy brand specializing in the production and supply of milk and dairy products Although it has only been present in the market for more than 10 years, far behind the history of formation and development of Vinamilk, Moc Chau, even Friesland Campimeter., it is only a loss of time, not a loss of speed With both growth and popularity in the market, TH true MILK has proven its superiority in the Vietnamese dairy segment According to retail market measurement data as of March 2021, TH true MILK has reached 30% market share in the fresh milk segment in urban retail channels At the same time, TH Dairy Joint Stock Company has affirmed its position in the dairy industry with the evidence of ranking 2nd in the Top 10 prestigious food companies in 2020, dairy and dairy products industry group (Vietnam Report).

2 Development of TH True Milk Company

2.1 Market overview.

With a $1.2 billion (about $4 per person in the US) dairy farming and milk processing project in Nghe An, TH has made its mark with a closed process from pasture to glass of milk and the

largest high-tech dairy farm in Europe Asia since 2015 By 2020, TH continues to achieve the record of the world's largest high-tech concentrated farm cluster with the world's largest closed process, confirmed by the

World Records Union.

TH true MILK products have been continuously honored at dozens of domestic and internationalawards, such as World Food Moscow (4 consecutive years since 2015), ASEAN Best Food Product 2015, Gulfood Dubai 2016, Stevie Awards 2018; top award - World Class International Quality Asia-Pacific 2021; many domestic certifications such as: Top 10 Strong Brands in Vietnam 2018, National Brand, National Quality Gold Award 2020,

TH true MILK currently accounts for about 45% of the market share in the liquid milk segment in Vietnam, exporting to China and ASEAN countries The brand continues to reach out globally with the High-tech dairy farm project in Russia - total investment of $2.7 billion.

2.2 Company development process

2009: TH True Milk Joint Stock Company is a company under the management of TH Group and was officially established on 24/02/2009 with the financial advice of Bac A Commercial Joint Stock Bank , is also the first company of TH Group with an investment project in an industrial dairy farm, modern milk processing technology and a methodical distribution system Before that, the company was started to build since 2008 The TH True Milk project was started since 2009 with the import of beef breeding technology from Israel, thousands of cow breeds from New Zealand Ms Thai Huong is the Chairman of the Board of Directors and the General Director and Vice President of Bac A Commercial Joint Stock Bank.

Year 2010: TH Dairy Food Joint Stock Company welcomed the first "Moc" cow to Vietnam on February 27, 2010 On May 14, 2010, the groundbreaking ceremony of TH dairy factory took

place in Nghia Dan, Nghe An with a total investment of 1.2 billion USD On December 26, 2010,the launch ceremony of TH true MILK fresh milk, TH True Milk product was officially launchedand delivered to consumers At the inauguration ceremony, TH Group also donated the first 1.5 million cups of milk of the factory with a total value of 10.5 billion VND to poor children in Nghe An province and across the country.

2011: TH true MILK Dairy Group opened its first main TH true mart store in Hanoi on May 26, 2011 On August 30, 2011 continued to open the first main TH true mart store in Ho Chi Minh City On September 4, 2011, the project "For Vietnamese stature" was launched "Together with one heart - Nurturing talents" On October 15, 2011, TH Dairy Joint Stock Company was honored to be awarded the certificate of "Reliable supplier in Vietnam - Golden Trust Supplier 2011" by the Vietnam Enterprise Institute The certificate "Reliable supplier in Vietnam" is a standard measure to evaluate the quality of products and services of Vietnamese enterprises in order to praise and encourage excellent businesses and help consumers have the right choice In addition to the Vietnam Enterprise Institute, two other important organizations directly involved in the assessment and accreditation are the Center for Evaluation of Corporate Credit Index - True Index and NQA - Certification Body - National Quality Management System economy - United Kingdom The cooperation between agencies with different jurisdictions and functions ensures comprehensiveness and objectivity in evaluating and selecting worthy businesses.2012: TH true MILK participated in the International Conference on Milk and the Launching Ceremony of the New Product Set of Clean Fresh Milk Sterilized and supplemented with nutrients on November 27, 2012.

2013: Inaugurated TH Fresh Milk Factory (phase I) with the most modern dairy farm, the largest industrial scale in Southeast Asia on July 9, 2013 At the same time, TH true MILK Dairy Joint Stock Company announced revenue of VND 3,000 billion.

2015: TH true MILK Dairy Group set the record for the largest cluster of dairy farms focusing onhigh-tech application in Asia on February 10, 2015 On June 25, 2015, won the award "Best Food in ASEAN" for TH school MILK-TOP KID product group On September 17, 2015, at the Moscow World Food Fair, TH true MILK won 3 Gold, 3 Silver and 1 Bronze awards At the end of December 2015, TH Group signed a contract with Control Union Vietnam Co., Ltd to

produce organic fresh milk in Vietnam.

In 2015, just 5 years after the launch of the first product, TH true MILK is the enterprise that owns the largest dairy herd in Vietnam with a herd size of up to 45,000 heads, on a farm area of 8,100 hectares in Nghe An.

2016: TH won 3 awards at Gulfood Dubai International Fair on 21/02/2016 From May to October 2016, TH Group started the construction of TH dairy farm complex in Moscow and Kaluga provinces, Russia On October 19, 2016 received the award for the best dairy farm in Vietnam by Vietstock organization On December 10, 2016, TH farm was awarded a gold cup (Organic dairy farm).

2017: Groundbreaking ceremony of Ha Giang and Phu Yen high-tech dairy farming and milk processing project in November and December 2017.

2018: TH true MILK Group inaugurated TH's first dairy farm in Moscow province, Russia on January 31, 2018 On December 20, 2018 received the National Brand Logo for the 3rd time in arow.

In 2018, TH true MILK milk grew by nearly 22% in volume (while the whole liquid milk industry hardly increased), 30% growth in revenue.

2019: On October 22, TH held a ceremony to announce the first batch of Vietnamese dairy products allowed to be officially exported to the Chinese market, becoming the first Vietnamese enterprise approved by the General Department of Customs of China The country issued a transaction code to allow the export of fresh milk products to China, marking a particularly important turning point for Vietnam's dairy industry in general and TH Group in particular If 10 years ago, some Vietnamese enterprises imported powdered milk from China to remix, but now, a Vietnamese enterprise has exported clean fresh milk to this potential market of 1.4 billion people This is a "spectacular" change, marking the development of the livestock industry.

II Product lines

1 Dairy products.

Fresh milk is obtained from cows, containing many nutrients such as calcium, vitamin D, B1, A, Very good and extremely important for the development of young children Raw milk also has many types of germs that are good for babies and also germs that are not good for health Butrest assured, to reach the users will always be eliminated bad germs

2 Butter and Cheese products:

TH true Butter and TH true Cheese product lines in accordance with traditional European standards have just been introduced to the market.

The leader of this business said, after a period of research, recently TH Group introduced 2 natural butter products TH true Butter and natural cheese TH true Cheese made entirely from pure fresh milk of the site TH camp.

As well as the product lines of fresh milk, yogurt, butter and cheese which are produced in a closed chain from raw materials which are clean fresh milk from TH farm, processed at the dairyfactory and distributed through traditional channels, modern and chain of more than 200 true Mart stores of the group throughout the country.

"Two new products are made entirely from pure fresh cow's milk fat, without mixing other ingredients The product still retains all 5 core values including for public health; completely from nature ; fresh - delicious - nutritious; environmentally friendly; thinking out of the box and harmonizing the interests that the corporation is aiming for," said TH's leader.

The special feature of TH true Butter is its natural white color, which is different from most of the current butter products on the market that are yellow The product is highly appreciated by nutritionists and users not only because the traditional European flavor is preserved, but also because of the "really natural" element in the product The color of butter depends on factors such as cow breed, cow's food source, climate, soil, and care regimen for cows.

With natural cheese TH true Cheese has two main product lines: Mozzarella and Cheddar To produce one kilogram of this natural cheese, the factory needs about 10 liters of whole fresh milk.

"So the nutritional ingredients in natural cheese TH are many times higher than regular milk Theenergy in cheese is 5 times higher than in fresh milk, the calcium content is 6 times higher, very good for bone development and digestion," said TH representative.

The cheese market is still dominated by mixed cheese products These are products with only a part of natural cheese content, the rest is added by the manufacturer with other ingredients such as butter, milk powder, milk protein Therefore, mixed cheese products are often It is cheaper but not as nutritious and has a distinctive flavor like natural cheese.

Over the past time, TH Group has applied advanced and modern technological processes to produce milk and dairy products TH's butter and cheese are produced according to the

technological lines of Italy and Switzerland and the long-standing traditional processing methodsof Europe.

The processing line applies ISO 22000 and HACCP standards with a sterilized production environment, high hygiene standards and a dedicated air-conditioning and air-filtration system tohelp clean the air and prevent contamination from external environment, ensure product quality.

Entering the market of fresh milk and dairy products since 2010, TH's orientation is to develop sustainably by investing in high quality raw materials with large supply capacity.

3 Soft drinks

TH Group (owner of the TH true MILK brand) continues to impress in the field of healthy drinkswhen it has just launched TH true JUICE milk This is the perfect combination between natural fruit juice and pure fresh milk of TH farm, providing completely natural energy for all activities all day long.

The product promises to become a trend to stir young consumers, green believers and all those who love dynamism, convenience but still ensure scientific nutrition.

Vietnam's beverage market currently has no shortage of fruit milk drinks, but TH true JUICE milk is the only product on the market that uses pure fresh milk - instead of powdered milk, mixed with juice natural fruit Each bottle of TH fruit milk drink thus has a unique and distinct natural fruit flavor besides the aroma of clean fresh milk TH true MILK - a famous brand of fresh milk with a closed production process from the farm grass to a glass of milk.

Currently, the source of fruit materials including oranges and strawberries used in the production of TH true JUICE milk products are all natural and clean sources of fruit, imported from famous fruit material regions world.

One advantage to reiterate of the fruit juice products that TH has just brought to the market, including TH true JUICE milk, is UHT sterilization technology combined with bottle embryo sterilization This technology is different from the hot filling technology currently most popular in Vietnam, which helps to preserve many nutrients, vitamins, and flavors for natural fruits and clean fresh milk.

TH true JUICE milk also has a "plus point" which is a wide neck bottle design for a refreshing drinking experience and a youthful and dynamic packaging, eye-catching colors, in line with the "on-the-go" trend of the brand modern life, especially young people, young consumers.

4 Pure water

On December 18, 2018, TH Group's pure water product TH true WATER was officially

introduced to the market This is pure bottled water with water extracted from the underground water of millions of years of volcanoes at Nui Tien, Nghia Dan, Nghe An.

As the latest product among more than 70 products of TH Group, TH true WATER fully carries the core values that TH Group pursues, of which the two outstanding values are "For public health" and "Completely from nature".

TH true WATER is bottled directly from the natural groundwater source in the extinct volcano Nui Tien area, Nghia Dan district, Nghe An province.

TH Group has invested in building a bottled purified water factory at the foot of Nui Tien with standard exploitation technology, ensuring sustainable development, environmental protection and water treatment and filling technology , advanced, energy-saving, 100% automatic bottling of Krones (Germany) - the world's leading unit in supplying food equipment lines for the world beverage industry.

Raw water from Nui Tien's natural groundwater will be filtered and treated through a UF filtration) system combined with an RO reverse osmosis membrane, helping to remove any suspended particles bacteria, viruses and impurities if any.

(Ultra-With a maximum capacity of 600,000 liters/day and night (equivalent to 40,000 bottles/hour) for TH true WATER pure water production line, pure water and fruit juice factory at Nui Tien of TH Group has become the factory with the largest capacity in the Central region - Vietnam

TH true WATER pure water completely from nature is not only an essential product for life and contributes to the protection of users' health, but also the latest link in the "ecosystem" of TH products meet the diverse needs of users' clean drinks, after TH true MILK fresh milk products, TH true Herbal herbal drinks, TH true NUT nut milk or TH true barley germ fermented drinks MALT.

Launching TH true WATER purified water from natural groundwater, TH Group not only marks its entry into new markets but also continues to demonstrate its determination to pursue the path

of development and production of products and drinks "For the health of the community" - a difficult road but "Serious - Honest - Proud" as the spirit of TH has been established since this corporation was born.

5 Cream Products.

Pioneering in making "ice cream from pure fresh milk", TH Group's ice cream products have 4 types of popsicles, ice cream cones, box ice cream and sandwich ice cream with various flavors such as chocolate, vanilla, matcha green tea

Sandwich ice cream with a soft cream filling of 2 flavors combined with a cookie topping The way to combine the crispy, fragrant taste of the cake with the smoothness of the cream makes each piece of ice cream bring joy and refreshment.

For TH true ICE CREAM cream with TOPKID formula, each ice cream is also supplemented with vitamins and minerals such as vitamins B (B1, B6, B12), C, K and Folic Acid and Calcium, to help support energy metabolism quality, strengthen the body's immune system, good for the development of the brain and bones of children For babies who are lazy to drink milk, an ice cream stick with a happy smiley face, combining pure fresh milk and additional nutrients can replace a glass of milk and bring the baby a memorable experience.

With ice cream made from fresh milk, the impressive point is the softness and smoothness, but it is also a challenge because the ice cream is easier to melt than other types of ice cream TH has developed a perfect operating system to bring ice cream products from fresh milk to consumers.

CHAPTER 2: ANALYSIS OF THE COMPANY'S PROMOTION STRATEGY – TRUE MILK

I.Vision and Mission

1 Vision.

In terms of vision, TH wishes to become a manufacturer Vietnam's leading exporter of food products sqch products, 100% natural At the same time, decide Focused on becoming a world-class food brand The level can be used by everyone, everyone favorite and proud nation.