analysis of corporate culture at th joint stock company th true milk

UNIVERSITY OF ECONOMICS AND LAW FACULTY OF BUSINESS ADMINISTRATION SUBJECT CORPORATE CULTURE Topic: ANALYSIS OF CORPORATE CULTURE AT TH JOINT STOCK COMPANY - TH TRUE MILK Lecture

UNIVERSITY OF ECONOMICS AND LAW

FACULTY OF BUSINESS ADMINISTRATION

SUBJECT

CORPORATE CULTURE

Topic:

ANALYSIS OF CORPORATE CULTURE AT

TH JOINT STOCK COMPANY - TH TRUE MILK

Lecturer: Mr Phan Dinh Quyen

Subject code: 225VH0101

Group: Group 7

Ho Chi Minh City, July 20th 2023

UNIVERSITY OF ECONOMICS AND LAW

FACULTY OF BUSINESS ADMINISTRATION

SUBJECT

CORPORATE CULTURE

Topic:

ANALYSIS OF CORPORATE CULTURE AT

TH JOINT STOCK COMPANY - TH TRUE MILK

Lecturer: Mr Phan Dinh Quyen

Subject code: 225VH0101

Group: Group 7

Ho Chi Minh City, July 20th 2023

LECTURER ASSESSMENT

l Dao Le Dinh Quyen K214100713 | Leader 100%

2 Neuyen Ngoc Van Anh K214100668 | Member 100%

3 Neuyen Bao Huong Giang | K214100674 | Member 100%

4 Le Neuyen Truc Quynh K214100714 | Member 100%

5 Huynh Thi Minh Diep K214101300 | Member 100%

INTRODUCTION

TABLE OF CONTENTS

Chapter 1: COMPANY OVERVIEW

1.2 History of formation and đeY€ÌODITTI( co <5 << 5< 9 Y1 HH ng in nà

2.1.3 The THAÌH S€TVICGS

2.1.4 UPCOming proJeCEs

2.1.5 The work environment

2.1.5.1 TH Group - A happy workplace ccc cece ccnecceteteeeeseessesesessssesesensseseeeaes 2.1.5.2 A multicultural, equal, and transparent work environment 0 0.000cc cece

managing the DusII€Ss - 5 2 02011220112 1011131 1113111111 11111 111111111 1111 1111111 e2 Chapter 3: EVALUATIONS AND RECOMMENDATIONS

3.2.1 Building oreaHizqdfiOHdÏ CHỈ ch nh ng nh gàng Hà hành chan 3.2.1.1 Human Resouree I)evelopment StrateØy 2 2 HS 12212222 3.2.1.2 Leveraging mechanisms and policies for human resources

deveÏopimeiit - - - c1 20112011 1011111111111111 1111111110111 10111101111 1110111901 Hk 3.2.1.3 Solutions for personnel recruitment and selection : -⁄: 555: 3.2.1.4 Solutions for traimng and developing human resourees - 3.2.1.5 Solutions for motivation and retention of human resources 3.2.2 Building a leadership CHỈHHÔ ác ch nành hành kh nh hy ng cau

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3.2.3 Building business CHỈ cuc nh HH ho 3.2.4 Building business 6 n ng ổn ốe«-e.ẽ 3.2.4.1 Establish an effective ethics complianee program - 2c 2221222122121 z2 3.2.4.2 Develop and efectively communieate cthical standards -:: 5-5: 55552

REFERENCES

INTRODUCTION Traditional cultural characteristics are a factor to determine the existence of a country A family cannot be warm, reunited, and contribute positively to society without the ordination and decency Businesses too, if they don't have their own unique corporate culture - where employees can work effectively, promote creativity, and be loyal to the business - since its inception, it will not be possible for sustainable and long-term development in the market

The period of international economic integration has brought opportunities for Vietnamese businesses along with difficulties and challenges that require businesses to quickly change and shape their style and identity Trend - appropriate philosophies, rules, and methods are important not only to help solve management problems, but also to limit the need to remedy the consequences of possible bad decisions That is the process of building a corporate culture In recent years, the concept of corporate culture has been mentioned as a criterion when discussing a business Corporate culture is the intangible asset of each business, building and developing the corporate culture of our country today has a very important effect in improving the efficiency and competitiveness of enterprises according to the requirements of the enterprise economic development needs of the country

In order to survive and develop as it is now, TH - TH true MILK Dairy Food Joint Stock Company is one of the Vietnamese enterprises that has built its corporate culture since its inception With all the dedication and devotion for customers and above all, the professional corporate culture system of the collective TH Milk Food Jomt Stock Company has in turn launched products of suitable quality with every customer, meeting the strictest requirements of the international product quality council

TH true MILK is a familiar milk brand with Vietnamese consumers today Although it has only been launched for more than 10 years, TH true MILK has now become a big name in the dairy industry alongside many other long-standing

THẾ 2 businesses, even creating a "clean fresh milk revolution" in Vietnam that makes Consumers are surprised and amazed

Because of the success and professional corporate culture that makes the brand and name in the Vietnamese dairy market, our team has chosen TH - TH true MILK Dairy Food Joint Stock Company to carry out the topic: "Analysis of corporate culture

at TH Jomt Stock Company - TH true MILK" for this essay

Chapter 1: COMPANY OVERVIEW 1.1 Introduction

TH true MILK full name is TH Milk Food Joint Stock Company and international trading name is TH Joint Stock Company, we can call TH true MILK for short TH true MILK is a company of TH group that was established in 2009 in Nghe

An, Vietnam This is a 100% Vietnamese dairy brand, specializing in the production and supplying of milk and dairy products Although being presented in the market for more than 10 years, far behind the history of formation and development of Vinamilk, Moc Chau and so on However, it is only a loss of time, not a loss of development speed and popularity in the market, TH true MILK has proven its superiority in the Vietnamese dairy segment 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

1.2 History of formation and development

In 2009: TH true MILK Joint Stock Company was a company under the management of TH Group, which was established on February 24, 2009 with the financial advice of Bac A Bank

In 2010: On May 14, 2010, the groundbreaking ceremony of TH dairy factory took place in Nghia Dan, Nghe An with a total investment of about 1.2 billion USD

On December 26, 2010, launching TH true MILK fresh milk, TH true MILK product was officially launched and delivered to consumers

In 2011 TH true MILK Dairy Group officially opened the first TH true mart store in Hanoi on May 26, 2011 On August 30, 2011, the store continued to open in

Ho Chi Minh City

In 2012: On November 27, 2012, TH true MILK participated in the International Conference on Milk and launched a new set of fresh milk products, pasteurized and supplemented with nutrients

In 2016: TH won 3 awards at Gulfood Dubai International Fair From May to October 2016, TH Group built a complex of TH dairy farms in Moscow and Kaluga province, 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

In 2017: Commencement of construction of high - tech dairy farming and milk processing projects in Ha Giang and Phu Yen in November and December 2017

In 2018: On 31/01/2018 TH true MILK Group inaugurated TH's first dairy farm in Moscow, Russia On December 20, 2018 received the National Brand Logo for the third time in a row TH true MILK milk achieved a growth of nearly 22% in volume, 30% growth in revenue

In 2019: On October 22, TH held a ceremony to announce the first batch of dairy products allowed to be officially exported to the Chinese market

In 2020: TH for the 3rd time was honored with National Brand At the same time, ranked 2nd in the Top 10 most prestigious food companies in 2020, dairy and dairy products industry

In 2021 TH true MILK Dairy Group officially completed the import of 1,620 high - yielding HF dairy cows from the US to the cow farm in Nghe An

Chapter 2: CORPORATE CULTURE

2.1.2 Slogan

During the establishment of TH Group, Mrs Thai Huong always prioritized community benefits with a single word: "compassion," particularly when it comes to the responsibility towards the younger generation She recognized them as the future social resources that need to be provided with the best nurturing for both physical and intellectual development Thus, TH Group became closely associated with the official slogan "For the Vision of Vietnam

2.1.3 The main services

TH is a group that offers a wide range of diverse products and services to the market Their offerings include milk and dairy products, food, education, and healthcare, among others TH Group's investment projects are focused on integrating advanced technology and scientific management, resulting in breakthrough products and goods that have exceptional quantity and quality These projects atm to achieve sustainable development and promote health benefits The product portfolio of TH

THẾ 6 Group caters to the varied needs of consumers and encompasses a wide variety of options Some notable products include:

- UHT milk: TH true MILK: Pure (Less sugar, With sugar), Strawberry flavor, Chocolate; TH true MILK LIGHT MEAL: fresh milk with cereals; TH true MILK HILO; TH true MILK GOLD; TH true MILK Organic: organic fresh milk; TH true MILK Pure A2

- Pasteurized fresh milk: TH true MILK Pasteurized Fresh Milk: Pure, Low Sugar

- TOPKID: TOPKID Organic Vanilla fresh milk; TOPKID eating yogurt: Vanilla, Banana - Barley; TOPKID Pasteurized Drinking Yogurt: Orange, Strawberry, Strawberry - Banana - Barley, Drinking Yogurt Cheese TOPKID;

TH true JUICE MILK TOPKID: Strawberry, Orange

- Yogurt (TH true YOGURT): Eating Yogurt: Low Sugar, Sugar, Natural Flavor, Coconut, Apple - Cherry, Aloe Vera, Durian, Passion fruit, Mango - Chia Seed, Sticky Rice; Yogurt with live yeast: Blueberries, Fruits; Yogurt drink live yeast: Vanilla, Blueberry; Fermented milk drink: Sugar, Strawberry; Pasteurized Drinking Yogurt: Orange, Strawberry, Blueberry; Pasteurized Drinking Yogurt: Sugary, Strawberry

- Nut milk: TH true NUT: Nut Milk and Red Brown Rice, Nut Milk and Turmeric, Nut and Gac Milk, Almond Milk, Macadamia Nut Milk, Walnut Milk

- Ice cream (TH true ICE CREAM): TOPKID Popsicles: Chocolate - Vanilla, Chocolate - Cheese, Strawberry - Banana; Popsicles: Cheese, Strawberry, Green Bean, Caramel - Salted Coffee, Chocolate, Vanilla, Durian, Coconut; Ice Cream Sandwich: Chocolate - Vanilla; Ice cream cones: Chocolate, Vanilla, Strawberry; Ice cream box: Vanilla, Chocolate, Green Tea, Coconut, Durian, Caramel - Salted Coffee

- Butter and cheese: TH true BUTTER: Unsalted butter; TH true CHEESE: Sticks of Mozzarella

- Soft drink: TH true TEA: Green Tea, Oolong Tea; TH true RICE: Roasted Rice Water, Red Brown Rice Water; TH true JUICE - Juice: Mango Nectar, Guava, Mango Smoothie - Banana, Orange, Apple, Apple - Gac, Apple - Peach; TH true JUICE MILK - Fruit milk drink: Orange, Strawberry, Blueberry, Banana

- Pure water: TH true WATER

- Tea bag: TH true HERBAL: Jiaogulan - Lingzhi, Perilla - Ginger, Adenosma caeruleum R Br - Chrysanthemum flower, Lac Tien - lotus embryo

- Food: FVF: Japonica Rice, Red Brown Rice; NASU: Brown Sugar

Besides that, TH Group also provides products and services in the fields of health, education

In medical, Trust Farma Quoc Te (TFI) is a joint-stock company under the TH Group, specializing in the production and distribution of pharmaceuticals and functional foods The company operates a modern facility that adheres to GMP-WHO standards and aims to achieve GMP-EU standards TFI provides the following services:

- Production and distribution of various oral and injectable antibiotics, as well as health supplements, such as Unsefera, Tizosac, Emotaxin, Emixorat, Ceftriaxon TFI, Emipexim, Cefpovera, Adverlex, Stareclor, Rinedif, Lyco-Prevent

- Production and distribution of drugs for the treatment of central nervous system disorders, such as Nozasul and Zolpidem TF

- Production and distribution of drugs for the treatment of cardiovascular diseases, such as Amlodipine TF] and Atorvastatin TFT

- Production and distribution of drugs for the treatment of gastrointestinal disorders, such as Omeprazole TFI and Pantoprazole TF

THẾ 3 Production and distribution of drugs for the treatment of female endocrine disorders, such as Estrogen TFI

Production and distribution of drugs for the treatment of other medical conditions, such as Paracetamol TFI and Ibuprofen TFI

In education: TH School is an international school system, offering education from preschool to high school, and it 1s part of the TH Group TH School has campuses located in Chua Boc, Hoa Lac, and Vinh, providing modern facilities that are fully equipped and safe for students The main services offered by TH School include:

Providing an international curriculum following Cambridge standards, combined with Vietnamese subjects following the 80/20 model The curriculum enables students to access advanced teaching methods and develop comprehensive skills while preserving core Vietnamese values

Providing a school nutrition program based on the Vietnamese food pyramid, designed specifically for each age group Student meals are provided using organic and fresh products from TH true MILK, FVF, and other reputable brands

Offering diverse and beneficial extracurricular activities, including sports, arts, science, technology, and social activities These extracurricular activities help students develop physical fitness, creativity, and a sense of responsibility Providing boarding services for students from remote areas at the Hoa Lac campus Boarding services help students become more independent and confident in themselves, living in a warm and safe environment similar to a family setting

2.1.4 Upcoming projects

TH Group is one of the leading companies in Vietnam in the production and distribution of fresh milk and milk-based products With a vision for community

health, TH Group continuously innovates and expands its business activities into various fields such as healthcare, agriculture, and education The new projects undertaken by TH Group not only bring economic value to the company but also contribute to improving the quality of life, health, and knowledge within the community

TH Medical is the first high-tech medical and healthcare complex in Vietnam, invested and developed by TH Group It is located in Tien Duong commune, Dong Anh district, Hanoi, with an initial investment of 3,000 billion VND for Phase I The project also collaborates with Hanoi Medical University to establish a Research and Application Center for cell technology and bioproducts according to international standards TH Medical project aims to utilize world-class designers, consultants, operators, and managers in each specific function, with technology and expertise partnerships from reputable Japanese institutions The project also incorporates state- of-the-art Industry 4.0 technologies in healthcare and utilizes advanced pharmaceutical extraction techniques, offering a completely new experience in diagnosis, treatment, and recovery within a harmonious green park hospital setting The project follows an open-minded approach to modern medicine, where doctors not only treat patients to save lives but also ensure the restoration of patient functions, enabling them to reintegrate into society after treatment The project also collaborates with Hanoi Medical University to establish a Research and Application Center for cell technology and bioproducts according to international standards TH Medical includes:

- Center for Preventive Medicine and Early Diagnosis

- International Standard General Hospital with Advanced Technology

- 5-Star Nursing and Functional Rehabilitation Center

- Research and Clinical Training Center

- Geriatric Center and Long-term Care Institute

THẾ l0 With exceptional thinking and the combination of modern, advanced medical knowledge from around the world and the essence of Vietnamese traditional medicine,

TH Medical represents the integration of Vietnamese intelligence, resources, and cutting-edge technology TH Medical is a high-tech healthcare complex that brings true happiness and value to every individual Additionally, TH Medical demonstrates

TH Group's responsibility and contribution to community health, in line with its mission of "For community health” since its inception

The project commenced on October 14, 2019, and is expected to be completed

by 2023

2.1.5 The work environment

TH Group is recognized for placing a strong emphasis on its people, building a happy work environment, promoting personal development, encouraging creativity, respecting diversity, inclusion, and equality, as well as fostering transparency and providing opportunities for individuals to voice their opinions TH also has a culture that appreciates and rewards the commitments and efforts of its employees This approach helps TH's people reach their full potential

One of the notable achievements highlighting TH Group's efforts is winning the

"Best Companies to Work for in Asia" award in 2021 TH Group, the parent company

of the TH true MILK brand, received this prestigious recognition from a leading HR publication in Asia on October 8, 2021 The HR Asia survey conducted using the TEAM model revealed that TH Group's scores exceeded the industry average by a significant margin Notable indicators of TH's excellent work environment include policies encouraging employees to acquire additional skills and certifications (TH scored 4.71/5, compared to the industry average of 3.57); a workplace environment that prioritizes employee health (4.54/5, compared to the industry average of 3.7); and

a focus on putting people above profits (4.3/5, compared to the industry average of 3.69), among others

2.1.5.1 TH Group - A happy workplace

At TH Group, "happiness in the workplace" is about dedication and personal growth, meaningful work, and a state of well-being both physically and mentally TH Group recognizes that people are the agents of society, the driving force behind the country's development, and a key factor in the success and sustainable growth of the business TH Group always demonstrates appreciation for its employees by making efforts to create a work environment where each individual has the opportunity to contribute, grow, and achieve a state of well-being in both body and mind

In 2019, TH Group collaborated with Hay Group Korn Ferry, a global management consulting firm, to conduct an employee survey The results revealed that 90% of employees expressed pride in working for TH Group, an organization that positions its brand on the principle of "authenticity." TH Group is always at the forefront, exploring new paths to bring genuine happiness and_ sustainable development to the community

Through various activities, employees at TH Group are well taken care of and provided with excellent welfare policies Some of the notable policies include talent attraction programs, attractive salary and bonus schemes, and opportunities for unexpected salary increases TH Group also offers superior health insurance coverage, regular health check-ups, and sponsored learning and training opportunities for its employees

TH Group goes beyond and cares for the mental well-being of its employees They engage in various activities such as group exercise during breaks, daily bonding through Happy Hour, nutritious meals, detox programs at the beginning of the week, smoking cessation and reduction counseling programs, sustainable living programs, participation in sports activities and enthusiastic movements, team-building trips, and community volunteering activities

Employees with similar healthy interests throughout the organization are connected through groups such as gardening clubs, cycling, running clubs, book clubs for TH literature enthusiasts, badminton, and more The development direction of TH

THẾ 2 Group firmly focuses on ensuring the best health care for the community, including their own employees They aim to create an ecosystem within the clean and natural food industry, while also promoting sustainable development with the motto "Cherish Mother Nature, She will provide everything”

2.1.5.2 A multicultural, equal, and transparent work environment

The total number of employees currently working in TH Group's projects exceeds 10,000 people TH Group is a workplace for citizens from 19 different countries and cultures, spanning various age groups

Since January 2018, TH Group has implemented the "Equal Employment Opportunity" policy, which aims to prevent all forms of discrimination and harassment

in the workplace It does not tolerate racial, ethnic, gender, disability, national origin, marital status, sexual orientation, or gender identity discrimination The proportion of female leadership in TH Group is 30% "Although the proportion of female leadership

is considered high compared to the general average, we still have a goal to further increase this ratio," shared Mrs Tran Thi Quyen, Director of Human Resources at TH Group

Transparency in the work environment at TH Group includes receiving regular feedback on job performance All employees are regularly evaluated for their job performance and career development This creates an open atmosphere that encourages employees to perform well and advance in their careers TH Group states that it will remain committed to ensuring the best health care for the community, including its employees, by creating an ecosystem in the clean and natural food industry and promoting sustainable development

2.2 Espoused values

2.2.1 Mission

With a deep connection to nature, TH Group is committed to nurturing the physical and spiritual well-being of the Vietnamese people by providing natural, clean, safe, fresh, and nutritious food products With the aspiration called "Vietnamese

Stature," TH aims to enhance the physical and intellectual health of the Vietnamese population and offer clean, safe, and nutritious dairy products from nature for the future of Vietnamese children

2.2.2 Vision

TH Group strives to become the leading manufacturer of natural, clean food products in Vietnam Through dedicated and long-term investments coupled with the most advanced technology in the world, TH is determined to establish itself as a world-class food brand trusted by all and a source of national pride

2.2.3 Core Values

With the slogan "True Happiness”, TH Group is guided by the following core values that have brought it closer to consumers:

- True Happiness: Striving for genuine happiness

- Community Health: Commitment to the well-being of the community

- Completely Natural: Products derived entirely from nature

- Environmentally Friendly: A commitment to environmental friendliness

- Superior Thinking: Pursuit of excellence

- Harmonious Benefits: Balancing interests

In the context of the dairy industry in Vietnam being tainted by the concepts of

“reconstituted powdered milk” and “fresh milk” for exploitative purposes, TH true MILK's clean fresh milk has paved the way, laying the foundation for the production and processing of clean fresh milk in Vietnam “With TH true MILK, the strength of a brand lies in the core value that we wholeheartedly strive for: Community Health” 2.2.4 Business Strategy

For TH true MILK's business strategy, the brand has employed a competitive strategy based on differentiation and a focus on improving the quality of its products

TH is the only dairy company with a 50% market share of fresh milk In 2014, the company's revenue exceeded 4,000 billion VND (occupying 1/3 of the fresh milk market) Fresh milk products are considered the focus of attention and research and development, diversifying to meet customer preferences To cover the market and fulfill its business mission, TH Group has researched and introduced TH SCHOOL MILK, a clean fresh milk product with added micronutrients to improve the physical and mental health of school-age children, certified by the Vietnam Nutrition Institute and the Ministry of Health for its effectiveness in improving children's nutrition Recently, TH true MILK has also introduced pasteurized fresh milk products that meet international standards, the only one of its kind in Vietnam The distinctive feature of pasteurized milk is that it is processed at a lower temperature than other types of milk, preserving almost all the natural nutrients

- Differentiation in Human Resource Management:

TH not only differentiates itself through “clean” products but also in human resource management The Chairman of TH has chosen a “courageous” approach, Investing without prioritizing profit, known as “standing on the shoulders of giants” Mrs Huong, the Chairman of TH Group, believes, “If 1 am not knowledgeable about milk, I should find the world's best experts to advise me, and I have hired many experts from Israel”

The internationalization or multi - nationalization process of TH's personnel extends from experts and farmers to the transfer of Israeli cattle care technology, veterinary management from New Zealand, and financial management from Germany

These have brought incredible and miraculous success to TH true MILK in implementing its business strategy

- Strong Marketing Strategy:

From the beginning, in its communication campaigns, TH true MILK has always emphasized the uniqueness of its products compared to other milk brands in the market, and the company has done this very effectively by capturing the “clean” aspect With a promotional program accompanied by PR that highlights the “clean milk” factor, TH true MILK has attracted the attention of the media and public opinion, quickly gaining consumer trust Fresh milk products remain the main focus of attention and research and development, diversifying to meet customer preferences

- Premium Pricing Strategy:

With its distinct positioning and entering the market later, TH needed a pricing strategy that would differentiate itself Recognizing TH true MILK as a premium product, TH chose the highest pricing strategy possible while also attempting to influence consumer psychology regarding the price-quality relationship

2.2.5 Business Philosophy

According to TH true MILK, the business philosophy within TH's business strategy is clear and consistent: high - quality clean fresh milk must encompass a complete closed - loop cycle that is closely controlled and managed The source of raw milk must be truly clean, derived from a clean farming process: clean feeding, clean living conditions, and clean drinking water

Furthermore, TH's dairy farming process at its farm in Nghia Dan, Nghe An, follows an integrated industrial - scale model that is synchronized in all aspects, including selecting cattle breeds, providing optimal nutritional food, ensuring living conditions for the cattle (shelters, management systems, veterinary care), and the production and distribution of products

TH 16

2.2.6 Brand Positioning

The TH Corporation has positioned TH true MILK in the high - end segment with excellent quality Although it belongs to the same segment as Vinamilk, TH true MILK has a higher price and slightly better quality compared to similar products of Vinamilk

2.2.6.1 Steps in Brand Positioning for TH true MILK:

a Competitive Environment

- Direct Competitors

Currently, the Vietnamese milk market has over 300 branded products from large companies such as Vinamilk, FrieslandCampina, and Nutifood According to VPBS Securities Company's statistics, Vinamilk holds 49% market share in the fresh milk product category, followed by TH Corporation with 40% Despite TH true MILK's lower competitive ability compared to Vinamilk, the dynamic nature of the milk market at the present time, along with Vinamilk's limited production capacity meeting only 25% of the demand, intensifies the competition for the leading position

- Indirect Competitors

Although TH true MILK clearly defines its market segment as pasteurized fresh milk, the pressure from substitute nutritional products is significant due to the diverse range of nutritional products available in the market Therefore, TH true MILK needs to be cautious about substitute products such as drinking yogurts, condensed milk, cheese, soy milk, butter, and cream, as they indirectly compete with

TH true MILK

b Target Customers & Customer Insights

Starting with the aspiration named “Vietnamese Stature” and the desire to enhance intelligence and physical health for Vietnamese people and future generations

of Vietnamese children, TH true MILK targets:

- Target Market:

TH true MILK has a rich and aromatic taste, along with unique quality characteristics, making it easily identifiable as targeting children aged 5-12

- Target Customers:

The target customers are women with children under 12 years old, with a decent income, a love for nature, an interest in health care, a focus on quality rather than price, and meticulousness in product selection The chosen target customers are highly compatible with the product's characteristics, and understanding their needs has led TH true MILK to gain a large number of loyal customers in less than 6 years since its launch Additionally, TH true MILK also targets other age groups in society

c Product Benefits

TH true MILK's fresh milk products were born in an industrial context where income is increasing, and awareness of the benefits of milk is growing, leading to an increasing demand for milk consumption As the environment becomes more polluted, the need for a clean milk product becomes essential Understanding this, TH true MILK commits to providing products sourced from nature that are clean, safe, fresh, delicious, and nutritious

With the desire to offer users truly fresh and clean milk while ensuring elements such as aroma, sweetness, and purity, every product introduced to the market

is completely pasteurized fresh milk with no more than 1% additional ingredients The product is very convenient, as it can be enjoyed immediately upon opening and is a nutritious beverage that provides vitamin A and D

d Brand Value and Personality

The brand is a special factor for product recognition The TH Corporation, abbreviated as TH, stands for "True Happiness,” meaning genuine happiness The TH Corporation is committed to strictly adhering to quality standards, ensuring authenticity, seriousness, and consistency, thereby building strong trust with Vietnamese consumers and partners Therefore, TH true MILK embodies three