Phân tích 4P của Công ty sữa TH True Milk, Product (sản phẩm), Place (địa điểm), Price (giá), Promotion (khuyến mãi)
SUBJECT: PRICIPLE OF MARKETING MKT101 LECTURER: NGUYỄN HỮU HOÀNG GIAO NAME: NGUYỄN THỊ HOÀNG TUYÊN CLASS: IB1263 Individual Assignment - TuyenNTHSB61394 Table of Contents I Introduction: Background of company: Mission and vision: a Vision: b Mission: II Analysis marketing mix 4Ps: Product: a Types of products: b Brand name: c Quality: d Design and packaging: Place: Price: Promotion: III Reference: Individual Assignment - TuyenNTHSB61394 I Introduction: Background of company: TH True Milk was established with the financial advisor of North Asia Commercial Joint Stock Bank in February 2009 Name: TH MILK FOOD JOINT STOCK COMPANY (TH MILK, JSC) Field: Milk and dairy products Headquater: 166 Nguyen Thai Hoc Street, Quang Trung ward, Vinh City, Nghe An Province Location production: Nghia Sơn Village, Nghia Dan ward, Nghe An Province, Vietnam Website: www.thmilk.vn Business activities: - Purchase and sale, processing of milk, dairy products - Trading and processing of fruit juices and drinks - Purchase and sale of raw materials and equipment for production of milk and food Mission and vision: a Vision: The TH Group aims to become the Vietnam’s leading manufacturer of dairy products Today TH Group is the second-ranked dairy manufacturer, behind Vinamilk JSC, in Vietnam The objective of the company is to meet 50% of the national milk demand by 2020 The core of the strategy of the group is anchored in the concept of “True Milk” or “True natural Milk” (Thật thiên nhiên), it does not use powder milk for processing The company is proud of the fact that: All products are made from “fresh clean pure milk” produced in the TH commercial farm (Hoàn toàn tư sữa tươi nguyên chất trang trại Individual Assignment - TuyenNTHSB61394 TH) For this reason, all the products are sold under the brand “TH True Milk” b Mission: Achieving 70% of target customers and least 50% of the distribution system in Hanoi and Ho Chi Minh City II Analysis marketing mix 4Ps: Product: a Types of products: Some products of TH True Milk In December 2010, TH True Group launched the first products – TH True Milk in the Vietnamese market with the slogan “The essence of nature keeping intact in clean fresh milk” Nowadays, to better meet the needs of customers, TH Group has diversity product such as TH True Water, TH True Nut, TH Ice Cream, Pasteurized Milk, UHT Fresh Milk, TH True Yogurt, etc b Brand name: TH stands for True Happiness The company wants to bring the customers fresh and intact products from natural TH True Milk means real milk The name not Individual Assignment - TuyenNTHSB61394 only allied with the product characteristics but also easy to remember and make impress 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 Quality: 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, bring its users a truly clean Ensure the taste, sweetness, and purity For manufacturing, TH True Milk invested 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 In 2013, TH True Milk was granted ISO 22000:2005 international certification for good hygiene and safety by Bureau Veritas and many certifications for product quality and brand d Design and packaging: Style: The main theme of TH True Milk products focuses on the two basic colors (White and Blue) The packaging shows all the information such ingredient, date of manufacture, expiry date, etc In addition, the icons, images are presented simply, clean and highlights Packaging created under high standardization with safe and friendly environmental materials Size: 180ml or 110ml Place: Individual Assignment - TuyenNTHSB61394 TH True Milk Company have carried out both outbound and inbound logistics in accordance with its direct selling system called TH True Mart for the distribution of TH True Milk For the TH True Mart, the store location is chosen very carefully The TH True Mart is located everywhere, from the countryside to urban, to help customers find stores easily TH True Mart- Tran Quoc Toan, Ha Noi Besides, to bring convenience to customers, TH True Mart are located near many schools, hospitals, offices with a nice view, facade, attracting easily to find for customers The number and location of distribution outlets are designed scientifically and rationally base on geographical and population maps in area, namely the density distribution of the major streets, schools, hospitals, residential areas, etc For instance, the chain stores in Ha Noi are located in nearby center path like Nguyen Chi Thanh, Hoan Kiem and so on which is easy for finding with a system of 40 stores citywide In the South of Vietnam, TH True Mart – Pham Van Thuan (Bien Hoa) located at the corner of Pham Van Thuan crossroads and Nguyen Ba Hoc, customers easy to find stores TH True Mart – Phan Đang Luu (Phu Nhuan District, Ho Chi Minh City) is located near Individual Assignment - TuyenNTHSB61394 hospital and park With the cooperation of more than 200 outlets nationwide, TH True Milk have no difficulties in distributing their new products In addition, since milk is a regular product, so distribution can be largely spread Milk can be distributed through retailers such as Coopmart, Aeon, Emart, Big C, Family Mart, etc By this way, if the people not have enough time to go to TH True Mart, they can easily find TH True Milk on normal shelves and normal stores Price: In Vietnam, TH True Milk has clearly defined clean, true characteristics and is a high-end product line when building a brand Thus, TH chose the highest pricing strategy possible, in addition to trying to influence consumer psychology in the interactive relationship between price and quality In the distribution channels, the price of TH True Milk products is higher than other brands The price of TH True Milk is from 33000 to 50000 VND per bottles of 180ml while the price of Vinamilk 30000 VND per bottles of 180ml similar Promotion: Media message: TH True Milk – Truly natural (Completely from fresh milk from TH farm) Public relations: With products that are practically attached to the health and life of consumers, TH's PR activities are always associated with social benefits, community development, and encouraging the development of children to Create a brand that sticks with the public TH is the pioneer of the "School Milk" program at schools across the country; accompany Vietnam's Brainiest Kid program; is the main sponsor for Red Sunday, etc Sales promotion: Because of being a latecomer in the dairy market in Vietnam, TH True Milk is constantly creating activities such as trials, promotions, gifts, etc For example, buying yogurt products and giving of the same kind, when Individual Assignment - TuyenNTHSB61394 launching new milk products, TH True Milk also offers a free trial program for customers in big cities Operating principle is "Cherish mother nature, she will give you everything", TH True Milk has implemented many environmental protection solutions such as applying straws using bioplastics, Running program for a garbage-free world around Hoan Kiem Lake with the participation of 500 people Individual Assignment - TuyenNTHSB61394 III Reference: Duteurtre, G., Cesaro, J D., Nguyen, H M., Pham, K D., & Nguyen, L N (2015) The TH Milk Company (Vietnam): Is Such a Large-Scale Investment Sustainable REVALTER Project working paper based on a visit conducted in Nghia Dan District (Nghe An Province) CIRAD and Rural Development Center, Hanoi, July https://agritrop cirad fr/579403/1/Report% 20visit% 20to% 20 TH% 20mega-farm% 20VF2 pdf Bowman, D., & Gatignon, H (2010) Market response and marketing mix models: trends and research opportunities Foundations and Trends® in Marketing, 4(3), 129-207 The Marketing Mix (2015) Marketing Mix Definition - 4Ps & 7Ps of the Marketing Mix [online] Available at: http://marketingmix.co.uk/ [Accessed Feb 2018] TH True Milk (n.d.) TH true MILK – True Happiness [online] Available at: http://www.thmilk.vn/ Camnest (2019) Chiến lược 4Ps tập đoàn TH [online] Available at: https://camnest.vn/chien-luoc4ps-cua-tap-doan-th-nghe-thuat-chinh-phuc-thi-truong/ Individual Assignment - TuyenNTHSB61394 ... Place: Price: Promotion: III Reference: Individual Assignment - TuyenNTHSB61394 I Introduction: Background of company: TH True Milk was... clean pure milk” produced in the TH commercial farm (Hoàn toàn tư sữa tươi nguyên chất trang trại Individual Assignment - TuyenNTHSB61394 TH) For this reason, all the products are sold under the... the customers fresh and intact products from natural TH True Milk means real milk The name not Individual Assignment - TuyenNTHSB61394 only allied with the product characteristics but also easy