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TH True Milk Brand Management

1. TH True Milk is Vietnam's leading supplier of clean fresh milk, established in 2009 under TH Group. 2. The company aims to produce clean, natural milk products and has expanded its product lines to include nut milk, yogurt, cheese, and more. 3. TH True Milk is known for its "clean fresh milk revolution" and leadership in organic agriculture in Vietnam.

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664 views12 pages

TH True Milk Brand Management

1. TH True Milk is Vietnam's leading supplier of clean fresh milk, established in 2009 under TH Group. 2. The company aims to produce clean, natural milk products and has expanded its product lines to include nut milk, yogurt, cheese, and more. 3. TH True Milk is known for its "clean fresh milk revolution" and leadership in organic agriculture in Vietnam.

Uploaded by

k
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We take content rights seriously. If you suspect this is your content, claim it here.
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1.

Introduction
- TH True Milk Joint Stock Company is a company under the management of TH
Group and was officially established on 24/02/2009 with the financial advice of Bac
A Commercial Joint Stock Bank.
-Founder and Chairman of the Board of Directors: Ms. Thai Huong - Top 50 most
powerful businesswomen in Asia.
-Starting business in 2010, TH True Milk always wants to aim to produce clean fresh
milk products in its true sense to consumers. TH True Milk's product lines: clean fresh
milk pasteurized, nut milk, yogurt, cheese…
-Currently, TH True Milk is the leading supplier of clean fresh milk in Vietnam.

Ms. Thai Huong

-5 core values of TH True Milk Group's products:


1. For public health
2. Completely from nature
3. Fresh-Tasty-Nourishing
4. Environmentally friendly, Out-of-the-box thinking
5. Harmony of interests

-The revolutionary marks of TH True Milk:


 Clean Fresh Milk Revolution
With the pioneer of TH Group, products processed from fresh milk in Vietnam
increased rapidly. TH's entry into the milk market transparency battle has pushed
dairy processing enterprises to compete in quality, bringing the ratio the percentage of
liquid milk made from pure fresh milk increases from 8% to 40% (2020)
 Revolution Without Sugar
The launch of TH True Nut milk product range - the perfect combination of clean
fresh milk from nature and whole grain set
 Organic Revolution
TH True milk is an enterprise leading organic agriculture in Vietnam, a pioneer in
developing organic fresh milk in Vietnam.
 Vietnamese Nutrition Revolution
The first enterprise in Vietnam to announce the Vietnamese Nutrition Project.

2. Vision and Mission


-From aspiration to a divine mission.
-TH Group is a patriotic business group.
-TH Group wishes to become the leading processing house in Vietnam in the future
Clean food products with natural origin. With investment seriously and long-term
cooperation with the world's most advanced science, we determined to become a
world-class food brand trusted by all consumers, people love and nation proud
-With a sense of closeness to nature, TH Group always tries its best to feed
nourish Vietnamese body and soul by providing real products of natural origin - clean,
safe, fresh and nourishing.
Brand Identity
 Brand Name: TH true milk
 URL: https://www.thmilk.vn/
 Jingles – “TH true milk” song - https://zingmp3.vn/bai-hat/th-true-milk-Thai-
Cuong/IW8UEWU7.html
(Có gì thêm cái link video bài nhạc này vào
nha).
 Slogan: Thật sự thiên nhiên.
 Logo: TH's logo is simply designed with the letter TH in dark green on a
milky white background and a yellow star in the corner as a highlight. The
criterion that TH is aiming for is clean milk, TH's only strength is to show off
its "cleanliness" for consumers to see. Therefore, TH logo choosing a white
background is consistent with this criterion of the company. All images related
to the TH brand name are attached with this logo by TH Group and respect the
general standard system of color, which is to choose white and blue, the colors
indicated on the logo and product packaging.

 Packaging

Brand Association
 Clean milk: TH true milk locates and claims the story of "clean fresh milk"
that has attracted and left an impression on consumers.
 Wide range of products: TH true milk develops products in breadth and depth:
In the same product of TH True milk, there are many different flavors. In
addition to fresh milk, TH Group also develops yogurt, ice cream and cheese
products. This is a smart way of pushing new products with the main purpose
of promoting the product to the public. This has helped the company increase
its coverage and be remembered by customers about its own brand.
 Golden Star: The image of a golden star appearing in the logo and viral song
creating a reputation for TH true milk always appears in the minds of users
when it comes to the brand and is also the golden star of Vietnam. Nam with
the desire to bring Vietnamese brand to the world.
 Dairy Vietnam
 Nature
 Eat clean, live green
 True Happiness

Brand image
In general, consumers have a positive view of the TH True Milk brand.
Brand products are often identified as:
 The taste of TH true Milk is considered delicious and fatty. There is a line of low-
sweet milk suitable for those who do not like too sweet. => Less sweet
 TH true Milk has its own dairy farm according to European standards. => Safety,
High quality
 TH true Milk's price is universal and accessible. In terms of price alone, Vinamilk
milk is usually priced lower than TH True Milk, but the difference is not very
large. => High price

Marketing activities
Building a "true" story to become a solid springboard to enter the market is a marketing strategy of
TH True Milk.
Product
The main product lines of TH true milk are mainly dairy, nutritional foods
and other products. TH creates an "ecosystem" for its products, one is to
diversify products, take advantage of available raw materials, one is to
implement TH True Milk's strategy of retaining customers in its product
“environment”.
The brand's packaging uses a streamlined design, using sky blue as the main
color, limiting the use of unnecessary illustrations to convey the message:
pure, clean, modern.
The main True product list includes:
UHT milk
Pasteurized fresh milk

Nut milk

Natural yogurt
Ice-cream

Refreshments

Pure water
Butter, cheese

TOPKID formula product set

Food
Price
TH chooses the price
strategy of "skimming
the delicious part" to
turn the brand into a
high-end brand. TH
positions products at
a higher price point
than other brands
with the same product
and distribution
channel.
A carton of Vinamilk
fresh milk 48 boxes of
180ml costs 378,000
VND, while TH True
Milk is about 384,000
VND.

Place
Milk belongs to FMCG products, so the common point is to distribute it to as many places as possible,
appearing in front of customers for as long as possible. TH is no exception.
 Supermarkets and large retail chains
 Wholesale and retail agents
 Distribution to hotels, restaurants, unions, schools
 The company store: TH True mart
Promotion
The message: TH's communication plan is to build trust with customers as an honest,
knowledgeable brand and prioritize customers' health: "Milk is clean".
Channels:
 Using TVC on TV channels such as VTV3, VTV1, VTV6, HTV7, SCTV2, ...
brings TH's message: standard production process, clean products, belonging to
nature, ...
 Advertising on newspapers aimed at women as entrepreneurs such as Women,
Youth, New Hanoi, Saigon Entrepreneurs, etc.
 Taking advantage of outdoor banners and signs to thoroughly "display" in front
of potential customers.
PR – Public Relations
The programs "Sữa học đường", "Chung tay vì tầm vóc Việt", "Con đã lớn khôn",
"Lục lạc vàng", ... are all sponsored by TH. These activities help TH become a brand
that develops for the community, erases the luxury line in the minds of consumers,
and helps TH become closer to social life.
Recommendation:
- Along with TH True Milk strengths, the recommendation:
1. Continue to perform well the production stages and the closed and
synchronous distribution process.
2. Ensuring the quality of the milk source along with the rigorous
cultivation and harvesting of international standards.

- Run promotional campaigns as well as social programs ooh.


1. Use banner, ooh, poster, … on crowded streets.

2. Push more promotional campaigns.


- Keep running more KOL, influencer programs. Create outdoor
event activities.
1. Create MV, TVC, Promotion Ads,… https://www.youtube.com/watch?
v=Y6nwlApRDKc (Trao lộc đất trời TH x Tage)
2. https://dinosaur.vn/client/th-true-yogurt-2017.57 (TH True Yogurt
Campaigns).
(Gắn cái Video trao lộc đất trời thui còn cái link 2 là để link vào nha ).

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