ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and

Unit 2. Marketing Essentials
title

Date Received 1st

Submission date 06/03/2021
submission

Date Received 2nd

Re-submission Date
submission

Student names & codes Final scores Signatures

1. Nguyen Tien Dat –

DatNT
GDB210010

2. Nguyen Thi Thu An –

AnNTT
GDB201867
Group number:

3. Trinh Cong Duc – GDB17128 DucTC

4. Nguyen Hoang Gia Bao –

GiaBaoNH
GBD19972

LocND
5. Nguyen Duc Loc – GCD191183

Class GBD0903 Assessor name Alelie Zaragoza

Student declaration

I certify that the assignment submission is entirely my own work and I fully understand the consequences of
plagiarism. I understand that making a false declaration is a form of malpractice.

P3 P4 M3 M4 D2
 OBSERVATION RECORD

Student 1 Nguyen Tien Dat – GDB210010

Description of activity undertaken

1/ Executive Summary:

Introduce your chosen organisation and product/service. An overview of the marketing plan.

2/ Situation Analysis:

2.1. Marketing Environment and the impact on Business Activities

2.2. Marketplace Information (Industry research and Market trend)

6/ Budget (Your anticipated operational costs)

7/ Control (KPI of each milestone)

D.Conclusion
E.Recommendation.

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student signature: Dat Date: 6th March, 2021

Assessor signature: Date:

Assessor name: Alelie Zaragoza

Student 2 Trinh Cong Duc – GDB17128

Description of activity undertaken

1/ Executive Summary:

Introduce your chosen organisation and product/service. An overview of the marketing plan.

2/ Situation Analysis:

2.2. Marketplace Information (Industry research and Market trend)

5/ Action Program (Tasks, timeline and person in charge)

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student signature: Duc Date: 6th March, 2021

Assessor signature: Date:

Assessor name: Alelie Zaragoza

Student 3 Nguyen Thi Thu An – GDB201867

Description of activity undertaken

4/ Marketing Strategy

4.1. Segmentation, targeting, positioning (including a positioning map) and differentiation

strategies of your company.

4.2. Suggest new Marketing Mix using 7Ps with an evaluation of different strategies applied by
your organisation.

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
An Date: 6th March, 2021
signature:

Assessor
Date:
signature:

Assessor
Alelie Zaragoza
name:
Student 4 Nguyen Hoang Gia Bao – GBD19972

Description of activity undertaken

2.3. Competition Analysis with the comparison in which way different organisations apply
Marketing Mix in their strategy. (Core competitor’s Marketing Mix)

2.4. Customer Analysis (Customer Segmentation and Consumer trend)

2.5. Company’s internal capabilities (SWOT analysis and Competitive advantages)

3/ Marketing Campaign Objectives and Issues

3.1. Objectives: The objectives should follow SMART objectives criteria.

3.2. Issues: It could be key issues that might prevent the organisation in achieving its marketing
objectives or the current issues of the company or from the market that your Marketing plan needs
to overcome.

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Bao Date: 6th March, 2021
signature:

Assessor
Date:
signature:

Assessor
Alelie Zaragoza
name:
Student 5 Nguyen Duc Loc – GCD191183

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Loc Date: 6th March, 2021
signature:

Assessor
Date:
signature:

Assessor
Alelie Zaragoza
name:
r Summative Feedback: r Resubmission Feedback:

Grade: Assessor Signature: Date:

Internal Verifier’s Comments:

Signature & Date:

Assignment Brief (RQF)
Higher National Certificate/Diploma in Business

Student Name/ID Number: Group 3

Unit Number and Title: Unit 2 - Marketing Essentials

Academic Year: 2020-2021

Unit Assessor: Alelie Zaragoza

Assignment 2 –
Assignment Title:
Marketing Plan with the Application of Marketing Mix

Issue Date:

Submission Date: 7th March, 2021

Internal Verifier Name:

Date:

Submission Format:
This is a group project. Each group has no more than 5 members.

This should be written in a course, formal business style using Arial, 1.5 lines spacing and font
size 12 with justified text to enhance the legibility for markers. You are required to make use of
headings, paragraphs and subsections as appropriate, and all work must be supported with
research and referenced using the Harvard referencing system.

Please also provide a bibliography using the Harvard referencing system. The recommended
word limit is 7,000 words, although you will not be penalized for exceeding the total work limit.

You are also required to deliver a 30-minute group presentation. Each member will be assessed
individually during this presentation.

Unit Learning Outcomes:

LO2 Compare ways in which organizations use elements of the marketing mix (7Ps) to achieve
overall business objectives

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LO3 Develop and evaluate a basic marketing plan

Assignment Brief and Guidance:

Your team is the marketing team of a company. Your team is assigned to develop a detailed,
tactical marketing plan for one product/service of the firm. You will conduct research in order to
review your new product/service in a rivalry with many competitors in various ways. Based on
the study, provide a tactical marketing mix strategy for your product/service.

You are allowed to choose any product/service to develop a Marketing Plan for an existing
product/service or even create a new product/service. Creativity is highly appreciated.

The content of your marketing plan should include:

1/ Executive Summary:

Introduce your chosen organisation and product/service. An overview of the marketing

plan.

2/ Situation Analysis:

2.1. Marketing Environment and the impact on Business Activities

2.2. Marketplace Information (Industry research and Market trend)

2.3. Competition Analysis with the comparison in which way different organisations apply
Marketing Mix in their strategy. (Core competitor’s Marketing Mix)

2.4. Customer Analysis (Customer Segmentation and Consumer trend)

2.5. Company’s internal capabilities (SWOT analysis and Competitive advantages)

3/ Marketing Campaign Objectives and Issues

3.1. Objectives: The objectives should follow SMART objectives criteria.

3.2. Issues: It could be key issues that might prevent the organisation in achieving its
marketing objectives or the current issues of the company or from the market that your
Marketing plan needs to overcome.

4/ Marketing Strategy

4.1. Segmentation, targeting, positioning (including a positioning map) and

differentiation strategies of your company.

4.2. Suggest new Marketing Mix using 7Ps with an evaluation of different strategies

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5/ Action Program (Tasks, timeline and person in charge)

6/ Budget (Your anticipated operational costs)

7/ Control (KPI of each milestone)

However, these parts could be changed due to your team preferences as long as the content is
clear, detailing, logical, and coherent.

Relevant theory/concepts should be explained as the foundation for any suggestions you make
in the marketing plan.

Requirements for the Oral Presentation:

1. Oral presentation is not more than 30 minutes.

2. You should prepare a presentation not less than 8 slides. Use graphics/graphs/tables
or videos as necessary.
3. Check the format, grammar and overall presentation
4. Remember to keep your presentation short and simple.
5. Each group member will be assessed individually.
6. No reading!

Parts to be included in the slide presentations.

1. Background about the company, V-M-V

2. Situation analysis – SWOT, PESTEL, Product Lifecycle
3. 7Ps of the company
4. SMART Objective
5. Segmentation
6. The Plan (On-line and Off-line promotion)
7. Budget
8. Controls and Monitoring

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Learning Outcomes and Assessment Criteria:
Learning Outcome Pass Merit Distinction
LO2 Compare ways in P3 Compare the ways M3 Evaluate different LO2 & 3
which organizations in which different tactics applied by D2 Design a strategic
use organizations apply organizations to marketing plan that
elements of the the marketing mix to demonstrate how tactically applies the
marketing mix (7Ps) the marketing business objectives use of the 7Ps to
to achieve overall planning process to can be achieved. achieve overall
business objectives achieve business marketing objectives.
objectives.

LO3 Develop and P4 Produce and M4 Produce a detailed,

evaluate a basic evaluate coherent evidence-
marketing plan a basic marketing plan based marketing plan
for for an organisation.
an organization.

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Picture 1: Forbest Vietnam Top 50 Brand in Vietnam (News, 2021). ................................... 4
Picture 2: Vinamilk rank in Vietnam (News, 2021). .............................................................. 7
Picture 3: Vinamilk rank in Vietnam (BanksNews, 2021). .................................................... 8
Picture 4 : Designing a customer-driven marketing strategy (Kotler et,al., 2014, p. 215) .. 16
Picture 5: Designing a customer-driven marketing strategy (Kotler et,al., 2014, p. 215) .. 16
Picture 6: Positioning map of dairy products in VietNam .................................................... 18
Picture 7 Model 1 ................................................................................................................ 20
Picture 8 Model 2 ................................................................................................................ 20
Picture 9: Processing of Vinamilk ....................................................................................... 22

Broad 1 Company Profile ..................................................................................................... 2

Broad 2: 7PS Betweet of Vinamilk and TH Truemilk .......................................................... 12
Broad 3: SWOT of Vinamilk ................................................................................................ 14
Broad 4: Customer Segmentation ...................................................................................... 14
Broad 5 Targeting ............................................................................................................... 17
Broad 6 Price of Vinamilk ................................................................................................... 19
Broad 7 Minigame .............................................................................................................. 23
Broad 8 Rule of the game ................................................................................................... 24
Broad 9 Awards .................................................................................................................. 25
Broad 10 Redesign & Promotion ........................................................................................ 26
Broad 11 Training for marketing team ................................................................................ 27
Broad 12 Planning for supporting ....................................................................................... 28
Broad 13 Cost of Minigame ................................................................................................ 29
Broad 14 Cost Redesign .................................................................................................... 29
Broad 15 Cost Promotions ................................................................................................. 29
Broad 16 Cost of Supporting Government ......................................................................... 30
Broad 17 Cost for Training Team ....................................................................................... 30
Broad 18 Total cost ............................................................................................................ 31
Broad 19 KPI for each MiloStone ....................................................................................... 31

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Table of Contents
A. INTRODUCTION: .................................................................................................................................................... 1

B. METHODOLOGY: ................................................................................................................................................... 1
C. FINDING AND DISCUSSION: ................................................................................................................................... 2
I. COMPANY BACKGROUND: ................................................................................................................................................. 2
1. Company Profile: .................................................................................................................................................. 2
1.2 History Brief:....................................................................................................................................................... 3
1.3 Mission – Vision – Core values: .......................................................................................................................... 3
1.4 Overview of Marketing Plan: ............................................................................................................................. 4
II. SITUATION ANALYSIS: ...................................................................................................................................................... 5
2.1 Marketing Environment and The Impacts on Business Activities ..................................................................... 5
2.2 Market Information: .......................................................................................................................................... 7
2.3 Competition Analysis with the comparison in which way different organisations apply Marketing Mix in
their strategy. ........................................................................................................................................................... 8
2.3 Company’s internal capabilities (SWOT analysis and Competitive advantages): .......................................... 13
2.4 Customer Segmentation and Customer Trend: ............................................................................................... 14
III. MARKETING OBJECTIVES AND ISSUES: .............................................................................................................................. 15
3.1 Marketing Objectives: ...................................................................................................................................... 15
3.1 Marketing Issues: ............................................................................................................................................. 15
IV. MARKETING STRATEGY ................................................................................................................................................. 16
4.1 Segmentation, targeting, positioning (including a positioning map) and differentiation strategies of your
company. ................................................................................................................................................................ 16
4.2. Suggest new Marketing Mix using 7Ps with an evaluation of different strategies applied by your
organization. .......................................................................................................................................................... 18
V. ACTIONS: .................................................................................................................................................................... 22
5.1 MiniGame: ........................................................................................................................................................ 22
5.2 Redesign & Promotion: .................................................................................................................................... 26
5.3 Training for Marketing Team: ......................................................................................................................... 27
5.4 Planning for supporting Government during Covid-19 pandemic: ................................................................. 28
VI. BUDGET:.................................................................................................................................................................... 28
6.1 Cost of Minigame: ............................................................................................................................................ 28
6.4. The cost for training team: ............................................................................................................................. 30
6.5. The total cost:.................................................................................................................................................. 30
VI. KPI FOR EACH MILESTONE: ........................................................................................................................................... 31

D. CONCLUSION:...................................................................................................................................................... 31
E. RECOMMENDATIONS: ......................................................................................................................................... 32
REFERENCES ............................................................................................................................................................ 33

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A. Introduction:
As a Marketing team in Marketing Department, the team has to be identified the
strategy for the company. The Marketing team concentrates on the Marketing Mix
Strategy and the solutions for Vinamilk company at the moment. The Marketing team
has been tasked with creating a comprehensive, tactical marketing strategy for
Vinamilk, as well as conducting research to a new product in comparison to a variety of
competitors. Make a tactical marketing blend plan for Vinamilk new products based on
the findings of the report.
The plan is divided into 3 parts: the first part illustrates the current market trend, the
second part depicts the data for Marketing Plan and the comparison, and the last parts
demonstrates the targets and the budget for the Marketing Strategy.

B. Methodology:
The researcher researched the theories of the books called “Marketing
Essentials” to conclude and authorized the details and findings. In addition, the
researcher also applies the theories into the Marketing Mix Strategy.
Moreover, the researcher also found the details with the reliable and reputable
news and magazines in national and international news. Additionally, the research also
used the information from journals and reports had been submitted to University and
published on the Internet.

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C. Finding and Discussion:
I. Company Background:
1. Company Profile:

No. Subjects Details

1 Company’s name Trade Name: Vietnam Dairy Products JSC

Original Name: Công ty Cổ phần Sữa Việt Nam

2 Founded 1976

3 Key C.E.O Mai Kieu Lien

4 Headquarter 10 Tan Trao, District 7, Ho Chi Minh City, Vietnam

5 Area Served Worldwide

6 Industry Dairy Products and Juices

7 Number of employees 6500 (2019)

Broad 1 Company Profile

Vinamilk is now the biggest dairy company in Vietnam, had established in 1976.
Now Vinamilk is the most significant part of the Vietnamese Milk Market. Vinamilk has
various product lines such as liquid milk, condensed milk, powdered milk, probiotics,
yogurt, ice cream, soft drinks.
Vietnam Dairy Products Joint Stock Company (Vinamilk) was ranked in the list
best-listed listed companies by Forbes Vietnam Magazine in 2020 (News, 2021).

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1.2 History Brief:
History: Established in 1976, after 45 years in operations, now Vinamilk is the
biggest dairy company in Vietnam.
Business Executive: Vinamilk had been some dairy suppliers in Vietnam for
three years ending December 31st, 2015.
The product line: In the beginning period, Vinamilk just produced milk for
Vietnamese customers, now Vinamilk created Yogurt, Drinking Juice, Ice cream, and
cheese.
The Place: In 1976, Vinamilk opened the first store in Moc Chau, Viet Nam; now,
Vinamilk opened many stores in the domestic and foreign markets in Asia (Le, 2021).
1.3 Mission – Vision – Core values:
1.3.1 Vission:

Vinamilk’s Vision is to become the leading Vietnamese trusted brand on nutrient

and healthy human life products.
1.3.2 Mission:

Vinamilk’s Mission is to commit to bringing the best-quality nutrition to the

communities that reflect Vinamilk’s respect, love, and responsibility for the people, life,
and society.
1.3.3 Core Values:

+ Integrity: Vinamilk has to do the integrity and transparency actions and

transactions.
+ Respect: In Vinamilk, people have to have self-respect and respecting
colleagues, partners, and the Company. Besides, people need to cooperate with
respect.
+ Fairness: In Vinamilk, always be fair with employees, customers, suppliers, and
other partners at any time.
+ Compliance: In Vinamilk, everyone complies with legal regulations and the
Company’s rules of conduct, regulations, and policies.
+ Ethics: In Vinamilk, everyone must respect the established ethical standards
and act obviously.

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 1.3.4 Current Objectives:

Vinamilk is the highest position in Forbes Vietnam Top 50 Brands in 2019 and Vinamilk also is over-
dominating with the other milk brand in VietNam.

Picture 1: Forbest Vietnam Top 50 Brand in Vietnam (News, 2021).

1.4 Overview of Marketing Plan:

The marketing plan aims to deliver the products powerfully to the customers and
capture the milk market's value. The Marketing Plan was divided into three parts. The
first part demonstrates the current market, the SWOT analysis, and the issues that
Vinamilk faces. The second part depicts the Marketing Plan data and the comparison,
and the last parts demonstrate the targets and the budget for the Marketing Strategy.

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II. Situation Analysis:
2.1 Marketing Environment and The Impacts on Business Activities
2.1.1. Political Factors:

The political factors have a positive impact on the marketing activities of Vinamilk
Company. In Vietnam, the government planned on human health and mental
development, so the government created opportunities for Vinamilk to increase the
sale in the market. The government also created a lower tax for a dairy company,
approximately 9,6% (Vietnam News, 2021).
2.1.2. Economic Factors:

The economic factors in Vietnam also have a positive effect. In Vietnam, inflation
decreased gradually over five-year, which is a good signal for the business activities of
Vinamilk. Moreover, the GDP in Vietnam is increasing gradually year by year, so this is a
chance for Vinamilk to improve and sell more Vinamilk’s products to the customers
(Tax, 2021).
2.1.3. Social Factors:

In Vietnam, dairy products, especially milk, are very high, with almost 92% percent
of people using milk for daily meals. Also, the young generation in Vietnam is the
chance for Vinamilk to increase milk sales to children or teenagers. Children are the
attractive markets for Vinamilk deepen dairy products and runs the marketing campaign
to deliver the product to young generations.
2.1.4. Technological Factors:

In the present age, Vietnam is creating a model for breeding beef and dairy cattle,
which has the potential to be a significant source of revenue for the province.
Furthermore, Vietnam has used two artificial and direct cross-breeding strategies to
raise their herd, which started with just 10,768 cows in 2019 and has grown to 26,291
cows, with 30-50 percent cross-bred (VietNam News, 2021).
2.1.5 Environmental Factors:

In Vietnam, the weather is tropical, so the climate is quite dry in the northern but
quite humid in the middle and southern, and the intense sun in summer and heavy rain
in winter. Hence, it is a challenge for Vinamilk to understand how packaging the
products depends on the climate and how to keep good quality in a different
environment.
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2.2 Market Information:
2.2.1 Market Situation:

Dairy food is strongly stable in the market-place, less affected by the economic
cycles and environment. During the Covid-19, everyone needs more dairy foods to keep
the health safe and sound. So, this is a chance for Vinamilk to produce more and find
out the products containing good nutrition for the customer during the pandemic.
2.2.2 Market Competitions:

These days, many Milk brands were established in Vietnam. Other international
brands were penetrated the Vietnamese Milk Market, such as Yakult, Th True Milk,
Nestle, Dutch Lady, and Dalat Milk. However, Vinamilk is over-dominating when making
the comparison with the others due to the fact that Vinamilk is the first dairy company
in Vietnam (Vietnam Banks, 2021).

Picture 2: Vinamilk rank in Vietnam (News, 2021).

2.2.3 Market Trend:

The market for ready-to-drink milk with a long shelf life is expected to expand
rapidly. Chocolate and strawberry are the most common varieties. 200ml, 250ml, and
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 family packs are the most common pack sizes (1 liter). Moreover, Nutritional goods for
babies and toddlers (developmental milk) are expected to rise rapidly. The popularity of
standard instant milk powder products would dwindle. (Vietnam Banks, 2021).

Picture 3: Vinamilk rank in Vietnam (BanksNews, 2021).

2.3 Competition Analysis with the comparison in which way different

organisations apply Marketing Mix in their strategy.

Company Vinamilk TH Truemilk

Product Product lines from Vinamilk The creation of the TrueMilk

provide for the health and product towards as much nutritious
development of the entire family all supplementation as possible,
the necessary vitamins and minerals. particularly for children, offers the full
Pure nature, good things easily and range of substances required with
easily come to you every day. natural ingredients in order to grow a
Consolidate and grow a system of body. Consumer trust when the
strong brands that best fits product is being used.
Vietnamese people's needs and Develop goods and build
market sentiment. Developing the confidence to satisfy Vietnamese
Vinamilk brand into the most consumers. Built in the most modern
scientifically reputable and trusted technology to give customers the best
Vietnamese food brand for all people product, in particular parents who care
by developing a plan to apply scientific about young children's growth (Anon.,
research on Vietnamese unique food 2019)

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 needs. (Anon., 2019)
Price In future, the Company will The price is a significant factor
minimize input materials implied in the competition between milk
from abroad if domestic raw products but the best quality with
materials are abundant and difficult ingredients and high-tech
guarantee efficiency. processing comes first with the TH
Product rates are modified to True Milk brand. The price of the
reflect the employee's sales. Milk other Milk lines is therefore typically
capacity for anniversaries is often higher. In future rates will be
reduced and increased. adjusted more adequately than
For example: 1 pack of 4 milk consumers and milk donation
cartons costs 28,500 VND (Anon., activities arranged on a regular basis
2020) if more developed and resources
abundant.
For example: 1 pack of 4 milk
cartons costs 35,000 VND
(Anon., 2020)

Place The broad-scale national 23 TH true mart shops have

distribution system of Vinamilk today been opened in Hanoi and Nghe An.
covering 125,000 retail outlets. The TH true milk fresh milk products were
infrastructure of refrigerators, faster and more easily available to
coolers and coolers has also been customers from the TH true market
extended so that yogurt groups meet chain. After 5 TH in Ho Chi Minh City
the increasing demand. More than true mart shops were opened. 28
7,000 reefer freezers and coolers and Throughout the world, True Mart
over 300 small trucks were invested stores are working to promote access
in 2008 by Vinamilk. for customers.
In the reefer distribution These TH-Truemart shops serve
system. Enhance the domestic as a large showroom with a display
market across 2 outlets for model of a field, factory and an area
consumers: retail point consumers + for customers "from grasslands to
Tradition: consumer distributor. the glass of milk." Home delivery
Business for export: in order to providers, VIP clients and also large-
sustain and grow export sales, the scale customers.
company is always finding and Sale also in stores,

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 expanding export markets to other supermarkets and foodstuffs (Anon.,
countries in the region and around 2020).
the world (Linh, 2020).

Promotion Promoting consumer goods As TH True Milk is grown, it has

widely through mass media: been published in several
television, magazines, internet, newspapers with many events such
affiches. The organization has as consumer health and promotional
strategies for product consumption work; buying 2 will be free of charge.
which areaccep table for any period, Poor families, orphanages. Poor
place, era... The sales people are houses. It has verified the name and
polite, friendly, knowledgeable, quality of the product for the
dynamic and personally accountable. customer as the breakthrough
Interest of the group. production of TH True Milk over the
Implementation in public places of years (An, 2020).
product testing programs: stores,
schools... The business also focuses
on the activities of social enterprise
and charity, such as: research
support, sponsorship and
distribution. System of Charity (Linh,
2020).
People The human aspect was, and still In terms of health
is, Vinamilk. Vinamilk often places requirements, TH Group's traditional
great emphasis on human resources model of TH school is MILK's milk
growth as this is a qualitative step goods. TH Group pioneered research
towards permanent development in and clinically tested school milk on
the long term. Adequate and 3,600 students and introduced a TH
competitive compensation systems school MILK to introduce the
are in place. The right salary to program from the 2013-2014 school
attract, retain and promote company year. The commodity is reinforced by
employees. Promote policies to science-based micronutrients to
improve trust in the business, with an encourage height, eyesight and
emphasis on the lives and wellbeing focus, which are ideal for the school
of customers (Linh, 2020). age. The Ministry of Health has

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 verified this as the only school milk
product effective at enhancing
children's safety and micronutrients
(Giang, 2020)

Process Input materials shall be strictly Source of raw material:

checked: In order to guarantee top
First, the source of fresh milk nutrition of dairy cows, TH has full
must be sealed to ensure strict autonomy in feeder components. In
hygiene requirements during order to refine cow's cultivations and
transport to the factory. Before cultivate all year round feed
receiving, the staff will check the products, TH farm employs world-
sealing and quality indicators. The leading technology with new
milk samples were then transferred agricultural machinery: Mulato grass,
to the factory laboratory for analysis, maize, American sorghum
quality control and classification. Milk:
Modern equipment processing The fully automatic milking
from Europe: device is monitored to ensure the
The chemical storage highest sanitary standards according
equipment, control systems, pumps to the exacting procedure.
and auxiliary equipment are Treatment of Health:
completely cleaned from the The cows can walk freely with
automatic milk valve system to the cool fans in sheltered barns. The
process switch-off and switch-off. cows will hear music each day and
Filling system for milk and cool down to facilitate the normal
automatic boxing: secretion of the cows' milk. The
-This system, which is equipped Veterinary Medicine Center and the
with German and French machines, International Standards Laboratory
guarantees safety and hygiene. facilitate rapid diagnosis, study into
Cold storage reservation: the preventive care of disease and
-The new milk from the plant is cattle.
inserted into the cold storage system Transport:
(150 m3/tank after being tested for Fresh cow's milk can be
accuracy and by means of transmitted to a complete tank on a
measurement and filtering farm by means of cold pipe systems
equipment). Raw milk can be and subsequently transported to a

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 processed from the cold storage cooled tank truck into a plant at a
tank: centrifugation, isolation, temperature of 2 ° C – 4 ° C.
homogenization, pasteurization Factory:
cooled down to 4 degrees C in a tank TH Fresh Milk Factory has
ready to be processed. modern technology and leading scale
Centrifuge extracts bacteria in Asia, is equipped with modern
and helps remove the bacteria and equipment imported from G7
microbial spores that cause damage. countries and Europe. The entire
Specialized vehicles transport operating system is implemented in
and storage: accordance with ISO 9001 (Anon.,
-The goods are packaged and 2020).
organized on the basis of the
operating system concept Tetra Plant
Master (Anon., 2020).
Physical The Research & Development The forage and grassland of TH
Evidence Centre, Food Safety & Manufacturing do not use GMO plants, no pesticides
Operations Division in Vinamilk, or chemical fertilizer. To date, TH has
conducts regular ingredient research, constructed a herd of registered
enhancement and standardization of organic cows and calves on Vietnam's
testing methods. Vinamilk also soil with almost 1,000 heads. TH has
manages production and completion been granted European organic
of research processes and methods certification from TH Organic Milk
with the National Institute of Farm to Organic Milk Production and
Nutrition and Testing Centers and Production Lines in the TH fresh milk
tracks food hygiene and food safety processing plant since May 2017,
indicators. The Vinamilk laboratory issued by the Control Union for the
device complies completely with ISO whole chain. The successful
/ IEC 17025: 2005 specifications. implementation at the TH farm, as
Vinamilk also implements other reported by the Control Union, the
sophisticated environmental and international certification body for
energy management frameworks. organic dairy herds, shows strict
(HOAVIETCERT, 2014). adherence to the strictest standards
at international level (Anon., 2013).
Broad 2: 7PS Betweet of Vinamilk and TH Truemilk

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2.3 Company’s internal capabilities (SWOT analysis and Competitive advantages):
No. Details
Strengths Strong brand with which has developed and grown over the last
40 years and is increasingly known as the first fresh milk brand in
Vietnam, which has been exported to the most demanding international
markets and not only domestically reliable fresh milk products.
Knowledgeable C.E.O who has many years in the milk market in
Vietnam, he absolutely has a lot experience and understand how to
control the whole company.
Price and Quality: Products of the same kind, with high quality but
low prices, have the highest market shares among similar suppliers in
Vietnam.
Weaknesses Uncontrollable source of raw materials:
Due to increased consumption demand in terms of fresh milk,
domestic raw materials meet just approximately 30% of production
demand while New Zealand, the US, the EU, and Japan imports 70%.
The cost of input therefore increases and the cost of the product
increases as well. Vinamilk, however, is also intensifying its raw
materials production to meet the rising needs of domestic citizens
Invalid source specified..
Diversified Flavors:
Do not have various of flavor compared with other brands as TH
true milk or Yomost, Vinamilk has just strawberry and chocolate flavor
for dairy products.

Opportunities The government supports the supply of raw materials, imports

have lower tax rates
The promotions "The Vietnamese people use Vietnamese
products" helped to foster rivalry between domestic and Vinamilk
brands. This is a successful chance to drive Vinamilk's breakthrough with
the No. 1 brand in Vietnam fresh milk Invalid source specified..

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Threats Many large competitors' business presence
The first challenge is the rising rivalry with national and foreign
dairy brands. Vietnamese consumers are increasingly preferring milk
products if major brands like Nestle, Dutch Lady, Abbott are "landing" in
Vietnam.

Broad 3: SWOT of Vinamilk

2.4 Customer Segmentation and Customer Trend:

• Customer Segmentation:

The Demographic of Vietnam depicts the high demand in dairy products and The
Geographic of Vinamilk expands to the international Market as well. With the customer
habits, the customers tend to choose the reputable brands with the nutritious and
delicious flavor.
No. Variable Details

Geographic Location Everywhere in Vietnam

Demographic Age 5-70 years old

Gender Male and Female
Occupation Students, Officers having income 2 – 10 Million (VND)
Psychographic Personality Quite into high-quality, famous and delicious dairy products

Behavioral Benefit Sought Grow up and keep the health in good condition, supply more
nutrients to have a good health.

Broad 4: Customer Segmentation

• Customer Trend:

During the pandemic, demand for dairy products remained stably, the current
trend of customers with dairy products in Vietnam is buying Vinamik’s products due to
the fact that Vinamilk is the long-standing company in Vietnam, has the affordable price
and good quality to customer’s health. Additionally, Vinamilk’s products does not
contain any chemicals and had many health certificates and prize for certificates not

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 only in domestic market but also international market. As a result, Vinamilk’s products
are the common choice of Vietnamese family today.

III. Marketing Objectives and Issues:

3.1 Marketing Objectives:
Vinamilk has many strengths compared with the others in Vietnam, so it is quite
necessary to develop and increase the productivity of Vinamilk.
There are some targets that the researchers want to apply to Vinamilk:
• Planning the marketing plan for the new design product with new label to
stimulate the customer’s demand in 2021.
• Increase Total Revenue, Gross Profit, Net Income After Tax, Market Cap,
and Net Operating Profit by 7-9% in 2021 by making Mini Game, Redesign
logo, Promotion, and Support The Government in the Covid-19.
• Planning and training for the officers with Advertising Skills to enhance the
productivity and quality (Marketing Team) in 2021.
• Running Marketing Campaign by Ads Facebook, Youtube, and Television by
making videos and advertising videos on Television programs.
• Increase Profit up to 9% by running campaign, advertising and redesigning
the label for the new products.

3.1 Marketing Issues:

The main problem preventing vinamil companies currently is the prevalence and
overcome of the Covid-19 epidemic during this translation time as profits will be
marginally lower, but vinamilk suppliers will be During this outbreak, but less slowly
than previously, Milk food supply, an important foodstuff, will continue to be
established with Vietnam's Number 1 dairy industry, the capital enough for the
maintenance and growth of a large company.

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IV. Marketing strategy
4.1 Segmentation, targeting, positioning (including a positioning map) and
differentiation strategies of your company.

Picture 4 : Designing a customer-driven marketing strategy (Kotler et,al., 2014, p. 215)

• Segmentation
“Through market segmentation, companies divide large, heterogeneous markets
into smaller segments that can be reached more efficiently and effectively with
products and services that match their unique needs.” (Kotler and Armstrong, 2014)
There are 4 kinds of variables that help the company to define the target market.

Picture 5: Designing a customer-driven marketing strategy (Kotler et,al., 2014, p. 215)

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 • Targeting

Segmentation Detail Target

Variable

Demographic Age 0-70 years old

gender: male and female

Income (for working people) 2 - 10 millions VND

Job Kids, Students, workers, cooks and so on.

Psychographic Lifestyle Have been using Vinamilk products from

very small age

Personality Reputation of the company

Delicious flavor.

Behavioral Occasions Products is used as a gift

Benefits Affordable price

high quality raw materials, provide many
nutrients to the body
Broad 5 Targeting

The main element that brings Vinamilk to success is because of covering all dairy
products in Vietnam, which the target customers are kids, students and adults who
want to absorb the nutrients from the dairy products and the important reason is
Vinamilk has an affordable price. Besides that, Vinamilk has been made a big reputation
from a very long time ago so most Vietnamese will choose these products. Overall, the
customers choose Vinamilk for its reputation and their price.

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 • Positioning

Picture 6: Positioning map of dairy products in VietNam

According to the map (figure 2), it shows that Vinamilk has less calcium in the
products but it is way cheaper than the others like Table Cove or Meadow Fresh. The
researcher can easily realize what makes Table Cove and Meadow Fresh expensive
because its products are imported from Australia and New Zealand. These dairy
products are made with higher technologies so the percentage of nutrients is retained
more than Vinamilk does.
4.2. Suggest new Marketing Mix using 7Ps with an evaluation of different
strategies applied by your organization.
• Product:
Attribute: The nutrients inside these products, especially calcium is the main
factor that consolidate the rate of the company in the dairy industry. For developing
faster, Vinamilk should follow the high technology that is used for dairy products like
Meadow Fresh.
Labelling: The company should change the package of the “Non lactose” milk. The
word “Non lactose” should be printed bigger and the color of the packaging should be
changed to a brighter color like red or orange in order to attract the customer.

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 • Price:
The researcher did research about the dairy market in VietNam. The researcher
has a recommendation for the price of milk, range from 24,000-650,000 VND. With the
milk products produced by metal boxed, it raised the cost up to 20%.

Name Price Weight and Materials

1 pack Vinamilk (4 items) 22,500 4 items x 180mls

Paper Box
1 Liter of Vinamilk 27,500 1 item x 1,000ml
Paper Box

1 Condensed milk 23,000 1 item x 250g

Inox Box

24 Packs of Vinamilk 525,000 24 packs x 4 items x 180ml

1 big carton box + 76 paper
boxes
Broad 6 Price of Vinamilk

• Place:
Vinamilk’s products will sell online platform such as Lazada, Shopee, and Tiki or in
supermarket, traditional market, Vinamilk store and grocery store.

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 Picture 7 Model 1

Picture 8 Model 2

• Promotion:
Advertising: hold charity programs, TV shows colorful to attract people. Providing
a message “for superior future generations”.
Promotion: If the customers get 1 batch of the dairy products, they will get 1 set
of iron straw in 3 months. The price of straw does not cost much, the profits that the
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 company is supposed to get is lower but giving presents can help the company to raise
up the sale.
• People:
For productivity, the researchers suggest the company hire people who are
creative and active. Also, the company should pay a high salary that will attract the
people with true talent.
For managers, the company should provide an upper management course like
how to run a community with over 1000 people.
For staff including the seller in a small branch, the company has to make sure
every staff knows soft skills. The ways staff act is seen like the whole company status.
• Physical Evidences:
Developing the produce technology is the 1st element that helps the company to
reach high position in the VietNam dairy market. Not only to upgrade the technology
but also the company has to decrease the amount of money spent on packages to keep
the price still affordable but valuable.
Vinamilk has to take care of every single factory, maintenance policy is
compulsory.
In the near future, the company ought to hold more factories in key material
areas.
• Process:
Vinamilk focuses on upgrading the technology and decreasing prices. “Process is a
particular method of operations or series of actions, typically involving steps that need
to occur in a defined sequence” (Wright and Lovelock, 1999)
- According to Wright and Lovelock there are 4 kinds of process:
- People processing
- Possession processing
- Mental stimulus processing
- Information processing

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 Picture 9: Processing of Vinamilk

V. Actions:
5.1 MiniGame:
• The Overview

Program Details
Name of the game English name: Together with the idol and Vinamilk
Native name: Cùng là thần tượng với Vinamilk
Targer player Age: 15 – 50
Occupation: Students, working.
Behavior: subjects who like to take pictures or want to express themselves.
Duration 1 months

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Expected interaction Helping consumers learn and learn more about Vinamilk's new types of dairy
products. From there, Vinamilk can attract more new consumers and competitors'
consumers. Another expected interaction is that the followers and likes of the
Vinamilk page on Facebook will increase by more than 50,000 followers.
Content of the game + Photos must be clearly taken with the face attached to new Vinamilk products,
not edited. Shoot alone (for women / men singles) and couple shots (for men and
women couples)
+ The photo must have healthy content, Not contrary to pure customs.
+ The Organizing Committee Encourages photos to try to set up the scene,
Costumes show dynamism, trustworthiness or some human meaning.
Roles of the game + The Organizing Committee has the right to remove the photo of the violating
contestant without notice and has the right to use the contestant's image in
promoting and developing the company for non-profit purposes.
+ If photos do not show the appearance of Vinamilk dairy products,
the photo is invalid and any fraud will be removed immediately. Any sharing must
in public status. If the organizer checks out that the shared post in private, this
share will not be accounted for.
Broad 7 Minigame

The mission "Together with the idols and Vinamilk" was completed in 1/3.
Planning started February 1, 2021. Our team, I split the categories to make the best
plan. Our team plans to start the program February 1, 2021. Research, learn related
facts, create joint surveys, group together to refine ideas.
- February 2, 2021 Confirmed survey data, gathered group review, event planning.
Find ways to contact some of the fan stars to serve as a jury.
- February 3, 2021 Started advertising for the event "Together with the Idol and
Vinamilk", scheduled to be held from February 15 to March 1, 2021 (offline advertising
and online advertising), creating Online registration profile.
- February 5 to February 10 Initially, the event will select the candidate with the
number of online votes, scored based on (Like, Comment, Share) with the
corresponding number of points.
- February 11 Set up a list of selected candidates. Start distributing exams to select
rounds (preliminary, third round, second round and Honors).
- February 15 The preliminary round of the competition begins.
- February 20 The Round 3 competition begins.
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 - February 25 The Second Round begins.
- Day 1/3 Beginning Round of Honor, giving top 1,2,3, Consolation prizes, For
everyone to join the game.
• The rules of the game:

Reaction Point Weight

1 Like 1 Point The total of reaction will account for 60%
1 Expressing heart drop 2 Point total point.
emotion
1 Share 3 Point
Vinamilk's point Ranging front 5- 30 point (with The point from Vinamilk will account for
(The point that Vinamilk step is 5 point) 40% total point.
gives)
Broad 8 Rule of the game

Based on the above score, we passed (Like, Comment, Share) to give the
contestants the fairest score. Besides, there are still some contestants who violate the
rules of the program, so we have to re-send the notice as soon as the contestant has
registered their own image. Based on the rules and setpoints we have completed the
contestants' rounds in the fairest way.

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 • The Awards
No. Number of Prizes Cash (VND) Vouchers (Only use for Vinamilk
products)
1st Player 1 5,000,000 5 Voucher discount 40,000
when buying Vinamilk Products in
3 months
2st Player 1 2,000,000 5 Vouchers discount 30,000
when buying Vinamilk Products in
3 months
3st Player 1 1,000,000 5 Vouchers discount 20,000
when buying Vinamilk Products in
3 months
Consolation prizes. 5 500,000 5 Vouchers discount 10,000
when buying Vinamilk Products in
3 months
For everyone joins the Everyone in game None 5 Vouchers discount 10,000
game when buying Vinamilk Products in
3 months
Broad 9 Awards

• The benefit the company will gain for this game.

This minigame helps Vinamilk to achieve goals such as Marketing Plan to promote
competitiveness and stimulate consumer buying demand, increase value, focus on
consumer tastes and health. Maintain and improve relationships with customers.
Furthermore, this minigame enhances the competitive advantage and meets the needs
of the customer. In addition, it also helps dairy products to be more clearly recognized
by consumers and helps Vinamilk introduce to consumers a variety of dairy products
with many segments. It also helps Vinamilk to widely promote its image and attract
customers from Vinamilk's competitors. Mini games will have a short-term impact on a
company's finances, but it will bring many long-term benefits.

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5.2 Redesign & Promotion:
• The Overview
Program Details
Name of the game Redesign logo
Targer player Target: 5-70 years old
People in charge Production and Marketing Team
Duration 3 months
Place to run the campaign Facebook, Youtube, Newspaper, and
Television.
Methods 1minute video and 30s for advertising on
Television for new logo and promotion along
with it.

Gifts 1 Metal Straw when buying 1 pack.

Broad 10 Redesign & Promotion

Vinamilk acts on the program "Redesign Logo", which has a duration of 3 months
since the launch of the Vinamilk logo. Starting March 24 We have received notification of
this changing event from the Company. We have assigned the departments a number of
jobs, such as creating advertisements on social networks such as Facebook, Youtube,
Newspaper, and Television. Wronged the purpose of letting customers know about the
new change of Vinamilk.

Picture 10: Redesign Logo

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 Putting the logo design on March 28 for the production team to update and change
the company's logo on dairy products. Besides, there must also produce a large quantity
of Metal Staw to give to customers participating in the redesign action. To be able to
bring to the market a completely new look of Vinamilk.
We also offer a 2-day training plan from March 29-30 to marketers about new
products and rules for participating in receiving gifts, this will help the mushroom staff
understand the program and facilitate the event run. And the program will run from April
1 through June 30.

5.3 Training for Marketing Team:

• Training for marketing team.
Sission Number of attendees Training topics Key point covered
Sission 1 50 Effective sales pitch Sales presentation, key points to
cover in sales pitch how to close the
deal, product strategy
Sission 2 50 Prospecting How to know customers(
potential buyers understand their budget,
requirements, pain point etc.)
Sission 3 50 Teamwork building Can support each other to develop
skills, or create a friendly,
enthusiastic environment to create a
sense of security.
Broad 11 Training for marketing team

We launched an activity that enables employees to develop marketing skills and

insight. On June 1 we will make a list of 150 officers and arrange them and departments
like (Effective sales pitch, Prospecting potential buyers, Teamwork building) to be able
to learn and learn more about marketing. Besides, all the expenses are responsible for
the Company, each department will learn 10 days from June 1 the groups of officers will
learn all 3 departments so that they can understand the opinions the formula of each
division. Each department on day 10 will have a level of knowledge test to get a good
result. If some officers do not achieve the required results, they will have to re-study
and have to pay fees to be able to study.

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5.4 Planning for supporting Government during Covid-19 pandemic:
• The Overview

Program Details

Name of the program Together supporting frontline health workers.

Durations During the Covid – 19

Who Marketing Team / Labours

Target To the governments with the non-profit campaigns ( doctors,

nurses,volunteers,...)

A place to run the campaign The frontline like Hai Duong, Sai Gon,..etc.

The Quantity 100,000 packs Milks, 10,000 boxes of condensed milk

Broad 12 Planning for supporting

This is the way how we deliver the image of Vinamilk to Vietnamese and a good
image for the customers, support Vietnam in a difficult situation as well.

VI. Budget:
6.1 Cost of Minigame:
This is the cost of minigame for everyone using Facebooks, the company needs
the exact budget for this one.
No. Number of Prizes Cash (VND) Vouchers (Only use for Vinamilk
products)

1st Player 1 5,000,000 5 Voucher discount 40,000 when

buying Vinamilk Products in 3
months
2nd Player 1 2,000,000 5 Vouchers discount 30,000 when
buying Vinamilk Products in 3
months

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 3rd Player 1 1,000,000 5 Vouchers discount 20,000 when
buying Vinamilk Products in 3
months
5 500,000 5 Vouchers discount 10,000 when
Consolation Prizes
buying Vinamilk Products in 3
months
For everyone joins Everyone in Game None 5 Vouchers discount 10,000 when
the game
buying Vinamilk Products in 3
months
Total each 10,500,000 550,000
Broad 13 Cost of Minigame

6.2 The cost of redesign and promotion:

The company need to redesign logo to attract more customers and increase the
branding identity, also make promotion by gifts when buying the new logo products.
Name of Products Numbers Price (VND) Total Cost (VND)

The quantity of labels 2,000,000 1,000 2,000,000,000

The re-design cost 1 5,000,000 5,000,000

Total 2,005,000,000

Broad 14 Cost Redesign

Here is the budget for the promotion as a gift for the customers:
Cost of Promotions ( Numbers Price (VND) Total Cost (VND)
Gifts)
Metal straw 100,000 10,000 100,000,000

Total 100,000,000

Broad 15 Cost Promotions

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 6.3. The cost of Supporting Government
Cost of Supporting Numbers Price (VND) Total Cost (VND)
Govenrment
Milks 100,000 12,500,000,000 12,500,000,000

Condensed Milk 10,000 150,000,000 150,000,000

Total 12,650,000,000

Broad 16 Cost of Supporting Government

6.4. The cost for training team:

The Marketing team should be trained by a marketing training scheme by
experienced tutors with many knowledges from international. In the scheme, it must be
included soft skills, digital skills and emotion skills.
Cost of Training People Numbers Price (VND) Total Cost (VND)

Officers 150 1,000,000 150,000,000

Total 150,000,000

Broad 17 Cost for Training Team

6.5. The total cost:

Name Numbers Price (VND)

Prize for the 1 11,050,000

competiton
Re-design Labels 1 2,005,000,000

Cost of Training 1 150,000,000

People
Cost of Promotions 1 100,000,000
(Gifts)

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 Cost of Videos 1 153,000,00

Cost of Supporting 1 12,650,000,000

Government
Total 15,069,050,000

Broad 18 Total cost

VI. KPI for each MileStone:

As the researcher mentioned at the marketing objectives, the KPI should follow by the table:

Criteria 2019-2020 (VND) 2021 (VND) Grow up rate

Total Revenue 56,4 Billion 61,3 Billion 8,6%

Net income after Tax 10,554 Billion 11,35 Billion 7,6%

Market Cap 202,097 Billion 218,817 Billion 8,3%

Net Operating Profit 3,568,000 3,903,392 9,4%

Gross Profit 6,784,000 7,442,048 9,7%

Broad 19 KPI for each MiloStone

D. Conclusion:

In spite of the overpowering factors of macroeconomic factors, with the

innovative marketing strategies and analysis, Vinamilk is the biggest dairy food company
in Vietnam. Based on the research result, the searchers break down many necessary
impacts in the dairy industry and the customer favor. The researcher concludes with a
Marketing Mix Strategy to help the company open the new path to arise and mature its
benefits and overcome the obstacles mentioned above. With the Advertising Campaign,
Charity Activities, and Redesigning Label, Vinamilk will increase the branding identity in
society and deliver the good image of dairy products in Vietnam and in other countries
during the pandemic and the competitiveness is high currently between dairy firms.

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E. Recommendations:

In the Covid 19 happens in all the world and Vietnam as well. The Marketing Team has
to make the strategies and plans very carefully to the outstanding KPI for the company.
There are some suggestions to make Vinamilk could get the business objectives and follow
the KPI:
• Running the support for Vinamilk user during the pandemic to create the good images
• Define the affordable cost for the customer inn dairy market to against with the others
• Keep a close connection with other departments to make the consistency in the Vinamilk
organization.
• Create the protective packaging for the customers during the pandamic
• Running the advertising with Vietnamese and International influencers to increase the
branding identity in domestic and international
• Provide the delicious with full nutrition products to help the customers feel safe in Covid-
19 and create the customer’s behaviour as “Drink Milk everyday with Vinamilk”.

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References
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Version 2.0 – September 2020
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