Vinamilk's drinking yougurt

MARKETING PLAN Vinamilk’s drinking yogurt Group Trần Nguyễn Mai Khanh Lê Thị Tường Vi Lê Phạm Ý Nhi Nguyễn Ngọc Thuỷ Tiên Đoàn Văn Minh Hoàng Contents Executive Summary Current marketing situation Opportunity & Issue Analysis Ojectives Marketing Strategy Executive Summary Vianamilk is the biggest dairy company in Vietnam We are the leading producer of dairy products in Vietnam based on sales volume and revenue History After more than 30 years in operation, becoming one of the leading trademarks in VN and moving forward to international Business excutive summary Vinamilk has been the number [1] dairy player in Vietnam for the three years ending 31 December 2007 The main products of Vinamilk Fresh milk, Yogurt, Drinking yogurt, Fermented yogurt, Icecream, Cheese Current marketing situation 1) Market situation:  Dairy industry is a highly stable, less affected by economic cycles 2) Product situation: Products of the company are varied to meet the increasing demands of consumers These include dairy products: liquid milk, yogurt , milk powder, sweetened condensed milk 3) Competitive situation Sales 19% 35% Vinamilk Dutch Lady Mead Hodnson,Abbott,Nestle… HaNoimilk, Nutifood… 22% 24% 4) Distribution  Traditional channels: company has 220 independent distributors and over 140,000 retail outlets Distribute more than 80% of the company's  Modern channel: rely on supermarkets and metro 3 Opportunity & Issue Analysis Analysing resources in company is an important step to prepare for begin a new project In here , our group is doing that 1.What 2.Why 3.How Challenge:  Hard to keep up with the experience of competitors from outside : Yakult ,  Changing the habits of the people prefer imported Vietnamese cave  The massive participation of competitors from Objectives Basis to develop other products in drinking yoghurt segment • Financial • Revenue Marketing Strategy 1) Target Market  A target market is a group of customers with similar needs that forms the focus of a company's marketing efforts 2) Positioning Market positioning is create a positive perception in the eyes of the public and try to make unique, good impression of brand Yogurt's market share Others Vinamilk Drinking Yoghurt – Healthy every day, happy at every time Vinamilk 3) Product Line Drinking Yogurt Milk, made from tasty fresh milk rich in natural nutrients, is now added with Prebiotic helps to balance digestion 4) Price “ keep the price but higher quality” Price of drinking yogurt : 6000 ~ 8000 vnd/ box 5) Distribution Distribution includes all the activities necessary to move products from producers to customers 6) Research & development As a part of marketing plan and to get a better picture of the possibility for selling products in market, we did some market research  Determining Vinamlik’s market area  Create profiles of potential customers: based on some questions through surveys  Find out our competitor  Put 1, 2, together 7) Salesforce The sale man is the bridge between the business and the customers In the operation new Drinking Yogurt products of Vinamilk, our Maketing group have present a salesforce design plan as sections:  Target of salesforce  Salesforce Structure 8) Sale promotion We planed promotion on sale for Drinking yogurt:  Sale in series model  Sale product from far 9) Advertising • Our team use main factor in drinking yogurt advertisement are: cows and fruities • Sharing out free drinking yogurt program in a month • Public relations 10) Service: Customer care “ Customer care” is all anything essentially which business have to satisfy demands and expectation of customer, it means we serve customer in the way they want and try to make them become our loyal customers FUNNY GAME Thank You! Group Trần Nguyễn Mai Khanh Lê Thị Tường Vi Lê Phạm Ý Nhi Nguyễn Ngọc Thuỷ Tiên Đoàn Văn Minh Hoàng ... sale for Drinking yogurt:  Sale in series model  Sale product from far 9) Advertising • Our team use main factor in drinking yogurt advertisement are: cows and fruities • Sharing out free drinking. .. impression of brand Yogurt's market share Others Vinamilk Drinking Yoghurt – Healthy every day, happy at every time Vinamilk 3) Product Line Drinking Yogurt Milk, made from tasty fresh milk rich... Vietnam for the three years ending 31 December 2007 The main products of Vinamilk Fresh milk, Yogurt, Drinking yogurt, Fermented yogurt, Icecream, Cheese Current marketing situation 1) Market situation: