Design a communication strategy to launch a new product of Company TH TRUE MILK I.Introduction TH Group was established with the financial advice of Bac A Commercial Joint Stock Bank. In addition to providing financial services and social security activities, Bac A Commercial Joint Stock Bank pays special attention to investing in the dairy and food processing industry. From that starting point, TH Group is gradually developing to become a leading manufacturer in Vietnam providing clean food products derived from nature, including fresh milk, clean vegetables and fruits, … of international quality. With the criterion of keeping the essence of nature intact in each product, TH Group has equipped with modern technology as well as the worlds leading human resources. TH Group also applies a highend management system and synchronous closed production process from farming to distributing products to consumers. All are aimed at serving consumers the cleanest, safest, freshest and most nutritious products. TH Groups product portfolio currently includes TH true MILK pasteurized fresh milk products. TH Group is also developing a retail store system TH truemart. Since 2017, TH True Milk Company has made leaps and bounds in business activities. The companys profit after tax in 2017 was VND 319 billion, in 2018 it was VND 450 billion. During the five years of 2014 2018, THs profit after tax has increased 15 times. II.Situation analysis 1)PEST Political(P) Tax policy Very strict quality requirement Economical(E) Vietnam’s economy develops Firce business environment Social(S) Weather,environment in Vietnam Hot and humid monsoon climate. Technological(T) Israels dairy technology, using electronic chip to wear foot (Pedometer) Frequent natural disasters and floods. High temperature fast sterilization technology 2)SWOT Strengths(S) Large investment, leading modern equipment in Vietnam Clear and specific strategic goals The factories and cow farms have convenient and suitable locations Weaknesses(W) The companys factory is still small with not much capacity, products are not diversified and abundant. The distribution system has not created high coverage Threats(T) The competition is fierce and strong with big milk companies Vietnams entry into the WTO has created opportunities for foreign companies to participate in the Vietnamese market, so competition among dairy companies has also been enhanced. Opportunities(O) Vietnams dairy market is considered to be very potential The income and living standards of Vietnamese consumers are increasing day by day, consumers tend to focus on health and invest more in functional foods as well as nutritional products. 3)Goal settings Milk consumption in the fresh milk market in Vietnam in 2020 was: 1520 million liters, accounting for 55% of the fresh milk market share in Vietnam in 2018. Milk consumption volume in 2020: 28 liters of milk person year Target marketing: Launching the TH true MILK pasteurized fresh milk product, at the same time expanding the production of products made from fresh milk Implementing a project to supply fresh fruits and vegetables and other clean foods Launching a retail chain of TH Truemart specializing in providing fresh and clean products from TH Farm Carrying out the project of raising dairy cows in concentrated barns and processing milk with a scale of 1 billion 200 million USD 137,000 dairy cows on 37,000 hectares of land. When completed, it will meet 50% of the milk production needs of the domestic market, becoming the leading supplier of clean and fresh milk in Vietnam Target customers: TH True Milk always brings you the best quality, complementary and delicious products for your health. You will not worry when using THs products. TH True Milk consumes dairy products mainly in Vietnam. For the market segment, children account for 25% of the total population of the country and are the target The main customers use liquid milk, so this is the object that needs to be targeted the most. Adults (1559 years old) account for 66% of the countrys population, a fairly high percentage. This is for The object of labor has income and holds expenditure, so it is the object of purchasing decision. The elderly: only 9% of the population, a relatively small percentage, and the elderly often use powdered milk and use less liquid milk. Dairy products are not subject to consumer price pressure because milk is a quality product high nutritional value, when selected consumers will continue to be loyal despite the price increase All ages and subjects are suitable for TH True Milk THs products are developed for children and teenagers who have a great demand for milk and consumption of dairy products is the largest. TH divides target customers into two groups: Group of individual customers: are users who have the need to buy and are willing to pay to buy special TH products Organizational customer group: are distributors, wholesalers, retailers, shops, supermarkets .... who want and are willing to distribute TH products of the company. III.Buiding a marketing stratergy 1.Advertisement Advertise on television at channels such as VTV3, HTV7, SCTV2, TVC... Advertise in the press with TH True Milks target group of customers who are women with families and small children. Therefore, the company focuses on advertising in newspapers such as: Women, Tuoitre, Saigon Marketing, Eva, afamily... Outdoor advertising with light box billboards in public places such as bus stations, schools, hospitals,... 2.PR activities Join the charity program with the rhythm of love Giving scholarships to students Being the main sponsor of the reality TV show Ive grown up Organize a program of Young Artists Participating in sponsoring the program Milk journey to the Northwest Children remind TH True Milk Participating in the brand birth program to attract talents for the company as well as promote the image of the company to student
Họ tên: Bùi Quang Huy Mã sinh viên:1873402022023 Khóa/Lớp:K104 Niên chế:2018-2022 STT:01 ID phòng thi:712 045 0523 Ngày thi:07/10/2021 Giờ thi:14h00 BÀI THI MƠN:GIAO TIẾP TRUYỀN THƠNG Hình thức thi:Bài tập lớn/Tiểu luận Mã đề thi:01 Thời gian thi:24h Question 1: What is communication ? How does a communication process happen? Design a communication strategy to launch a new product of Company X.Company X is of your own choice 1.What is communication? -Communication is the process of sending and receiving messages through verbal or nonverbal means, including speech, or oral communication; writing and graphical representations (such as infographics, maps, and charts); and signs, signals, and behavior More simply, communication is said to be "the creation and exchange of meaning.” 2.How does a communication process happen? The stages of the communication process are: 1.Sender: The person who wants to communicate 2.Message: The information the sender wishes to communicate 3.Encoding: How the message is to be communicated e.g verbally or written 4.Channel: How the message is sent e.g face to face or by email 5.Receiver: The person to whom the sender sends the message 6.Decoding: How the receiver understands or interprets the message 7.Feedback: The receiver’s response to the message 8.Noise: Anything that might interfere with communication or reduce the chance of successful communication Design a communication strategy to launch a new product of Company TH TRUE MILK I.Introduction TH Group was established with the financial advice of Bac A Commercial Joint Stock Bank In addition to providing financial services and social security activities, Bac A Commercial Joint Stock Bank pays special attention to investing in the dairy and food processing industry From that starting point, TH Group is gradually developing to become a leading manufacturer in Vietnam providing clean food products derived from nature, including fresh milk, clean vegetables and fruits, … of international quality With the criterion of keeping the essence of nature intact in each product, TH Group has equipped with modern technology as well as the world's leading human resources TH Group also applies a high-end management system and synchronous closed production process from farming to distributing products to consumers All are aimed at serving consumers the cleanest, safest, freshest and most nutritious products TH Group's product portfolio currently includes TH true MILK pasteurized fresh milk products TH Group is also developing a retail store system TH truemart Since 2017, TH True Milk Company has made leaps and bounds in business activities The company's profit after tax in 2017 was VND 319 billion, in 2018 it was VND 450 billion During the five years of 2014 - 2018, TH's profit after tax has increased 15 times II.Situation analysis 1)PEST Political(P) -Tax policy -Very strict quality requirement Economical(E) -Vietnam’s economy develops -Firce business environment Social(S) -Weather,environment in Vietnam -Hot and humid monsoon climate Technological(T) - Israel's dairy technology, using electronic chip to wear foot (Pedometer) - Frequent natural disasters and floods -High temperature fast sterilization technology 2)SWOT Strengths(S) -Large investment, leading modern equipment in Vietnam -Clear and specific strategic goals -The factories and cow farms have convenient and suitable locations Weaknesses(W) -The company's factory is still small with not much capacity, products are not diversified and abundant -The distribution system has not created high coverage Threats(T) The competition is fierce and strong with big milk companies Vietnam's entry into the WTO has created opportunities for foreign companies to participate in the Vietnamese market, so competition among dairy companies has also been enhanced Opportunities(O) -Vietnam's dairy market is considered to be very potential -The income and living standards of Vietnamese consumers are increasing day by day, consumers tend to focus on health and invest more in functional foods as well as nutritional products 3)Goal settings -Milk consumption in the fresh milk market in Vietnam in 2020 was: 1520 million liters, accounting for 55% of the fresh milk market share in Vietnam in 2018 - Milk consumption volume in 2020: 28 liters of milk / person / year *Target marketing: -Launching the TH true MILK pasteurized fresh milk product, at the same time expanding the production of products made from fresh milk -Implementing a project to supply fresh fruits and vegetables and other clean foods -Launching a retail chain of TH Truemart specializing in providing fresh and clean products from TH Farm -Carrying out the project of raising dairy cows in concentrated barns and processing milk with a scale of billion 200 million USD 137,000 dairy cows on 37,000 hectares of land When completed, it will meet 50% of the milk production needs of the domestic market, becoming the leading supplier of clean and fresh milk in Vietnam *Target customers: TH True Milk always brings you the best quality, complementary and delicious products for your health You will not worry when using TH's products TH True Milk consumes dairy products mainly in Vietnam For the market segment, children account for 25% of the total population of the country and are the target The main customers use liquid milk, so this is the object that needs to be targeted the most Adults (15-59 years old) account for 66% of the country's population, a fairly high percentage This is for The object of labor has income and holds expenditure, so it is the object of purchasing decision The elderly: only 9% of the population, a relatively small percentage, and the elderly often use powdered milk and use less liquid milk Dairy products are not subject to consumer price pressure because milk is a quality product high nutritional value, when selected consumers will continue to be loyal despite the price increase All ages and subjects are suitable for TH True Milk TH's products are developed for children and teenagers who have a great demand for milk and consumption of dairy products is the largest TH divides target customers into two groups: -Group of individual customers: are users who have the need to buy and are willing to pay to buy special TH products -Organizational customer group: are distributors, wholesalers, retailers, shops, supermarkets who want and are willing to distribute TH products of the company III.Buiding a marketing stratergy 1.Advertisement -Advertise on television at channels such as VTV3, HTV7, SCTV2, TVC -Advertise in the press with TH True Milk's target group of customers who are women with families and small children Therefore, the company focuses on advertising in newspapers such as: Women, Tuoitre, Saigon Marketing, Eva, afamily -Outdoor advertising with light box billboards in public places such as bus stations, schools, hospitals, 2.PR activities -Join the charity program with the rhythm of love -Giving scholarships to students -Being the main sponsor of the reality TV show "I've grown up" -Organize a program of Young Artists -Participating in sponsoring the program "Milk journey to the Northwest - Children remind TH True Milk" -Participating in the brand birth program to attract talents for the company as well as promote the image of the company to students 4P Stratergy TH is currently pursuing a 4P marketing strategy This strategy plays a very important role and makes a great contribution to building the value of TH truemilk *Products: -Pasteurized fresh milk is made from 100% pure fresh cow's milk -Pasteurized fresh milk with sugar -Low-sugar pasteurized fresh milk -Pasteurized fresh milk with chocolate flavor -Pasteurized fresh milk with strawberry flavor -Fresh milk helps supplement calcium, phytosterols In the future, TH aims to specialize in providing fresh, high-class, safe, fresh, nutritious, natural food products, produced under a closed model, with quality control from the sterile stage to the hands of consumers such as fruits, vegetables,… *Price: TH True Milk's pricing strategy is one of the important strategies contributing to the success of its entire set of marketing strategies: -The price of TH True Milk at TH True mart store is: 22,850 VND/lot with boxes of 180ml -The price of TH True Milk at supermarkets is: 23,585 VND/lot with boxes of 180ml -The price of TH True Milk at consumer stores is: 26,500 VND/lot with boxes of 180ml *Promotions: Media message of TH True Milk with the main message: "The essence of nature is kept intact in every drop of clean fresh milk" Secondary message: Shape and style: Maintain and improve your figure Create a feeling of lightness, health, youthful attractiveness in the opposite person Physical: The drops of milk distilled from nature through a closed process bring essential nutrients to the body With its communication message, TH True Milk has left a good impression and hit the essential needs of consumers, which is a clean milk source and a beautiful body The company has made constant efforts in promoting, building images, ideas for good slogans, designing logos and more importantly, paying attention to environmental management as well as energy saving *Place: Milk is an essential FMCG commodity for consumers, so it is necessary to ensure its presence everywhere in the country so that consumers can easily access it Until now, TH has had TH true mart store chains spread across the country, each store has modern, beautifully decorated food preservation equipment and systems to help build a good image in the mind of the customer In addition, TH True Milk is also distributed at large and small retail locations such as Big C, Lotte Mar, Coopmar, MaxiMark Distribution through online channels is also deployed by the company to reach good users Through online ordering on website http://www.thmilk.vn, consumers can order and receive goods right at home IV Launched campaigns 1.Advertisement on Facebook and Instagram: Advertise on big site, get lots of daily traffic Set up a separate Facebook page for the company to update the situation and receive feedback from user -Run facebook ads for aritcles,banners,videos about products -Time:From 01/09 to 31/12/2021 Estimated cost:200.000.000VND/month Total cost : 600.000.000VND 2.Run banners ads on website: Run Banner on Tuoitre news about weeks before each event is held to end the event -Time: 01/09 to 31/12/2021 - Cost: posts on Tuoitre news position "Focus": 18.000.000 VND / post; post banner Tuoitre news “Right banner 2” within 15 weeks: VND 25.000.000 Run video ads on Youtube - Estimated cost: 1.000.000.000 VND/3 months 4.Participate in outdoor activities -Participating in charity program:2 millions glasses of milk for poor children, giving gifts to poor families Sponsoring study promotion and humanitarian fun V.Solutions -Firstly: TH True Milk needs to expand its distribution channel -Secondly: The company should develop product lines to be able to compete with well-known brands in the market such as Vinamilk, Duch Lady -Finally: There should be many promotion activities Especially in the current period, TH Milk needs to prove its advertising is not too true From understanding the current situation of TH milk product development of TH Milk Joint Stock Company, it can be seen that the development of new products is not an independent job, it is related to strategy, policy, infrastructure corporate resources New product development needs to be associated with and support the consistency with the entire operation of the business We can identify some risks with the marketing plan that we have established and put in place remedial measures VI.Conclusion Setting a development strategy for the company is one thing, and finding and applying the resources to implement that strategy is another matter What companies themselves wonder is how and for how long their strategy will work and whether that strategy is right for the company, too little or too much Devising a strategy for a company is not an easy thing, it is a research process of managers, when formulating a strategy for a company, a manager must clearly understand the employees external factors affecting the company and the capabilities it can provide for the strategy to achieve its objectives A good strategy is a clear and specific strategy that is consistent with the company's ability to is that the company's resources must always be appropriate, in the process of doing so, the administrator must regulate how to create a link between these two issues, so that the new strategic goals can be achieved TH True Milk is trying step by step to become the biggest company in Vietnam ... for the strategy to achieve its objectives A good strategy is a clear and specific strategy that is consistent with the company's ability to is that the company's resources must always be appropriate,... wonder is how and for how long their strategy will work and whether that strategy is right for the company, too little or too much Devising a strategy for a company is not an easy thing, it is a research... communication strategy to launch a new product of Company TH TRUE MILK I.Introduction TH Group was established with the financial advice of Bac A Commercial Joint Stock Bank In addition to providing financial